The Marketing Edge (325)

Wednesday, 27 February 2019 14:17

The Marketing Edge - Building credibility through video

Written by Dan Cashman

When we announced our video workshop this month it filled up in less than 48 hours – as did the second date we added. We’re not surprised though. Video is a hot topic for 2019, with stats to back it up.

So, of course, because you follow this blog, you’ve already been working on your content calendar (to reduce stress!) and now you’re not just planning your content but you’re getting ready to follow through. We want that to be easier, and this post is about how to create content once and let it work for you a lot!

If you are a business with a social media presence or a website with a blog, you’ve probably heard people talk about posting new content on a regular schedule. You may have figured, “Oh yeah, I’m on Facebook all the time! No problem!”

But then you realize that it’s Thursday and you should have posted something already, but you just don’t know what to say. And so you haven’t said anything … in weeks.

To you, my friends, I say, “Take heart, you are not alone!” Content presents a challenge for everyone who creates it and there are ways to make that process easier. One of those is by making a content calendar. After all, fortune favors the bold AND the prepared!

Ah, Facebook. Love it or hate it, as the largest social media platform around its likely part of your marketing mix in one way or another.

By now you’ve probably heard that with the new algorithm changes that hit in early 2018, organic (unpaid) reach for branded Facebook pages is low, about two percent on average, meaning only a tiny portion of your followers actually see your content.

As a result, we’re seeing more and more of our clients accept the inevitable – to market on Facebook you have to pay to play. However, not all Facebook promotions are created equal.

If you are anything like me, you’ve spent a fair amount of time of the past few weeks reading other people’s thoughts, wishes, and goals for the new year. I like everything I read. And I want to jump on board with every bold goal, idea and vision.

(Well, except for Whole30. I’m not giving up bread or ice cream. Just not going to do it.)

But the harsh reality is that many of those good intentions for 2019 are going to remain unfulfilled. It’s not because of a lack of desire, but a lack of being intentional.

Wednesday, 19 December 2018 14:05

The Marketing Edge - Project management: Santa-Style

Written by Josh Alves

The BIG DAY is just around the corner; are you ready? With the hustle and bustle of the holiday season, it’s a busy time as people try to wrap things up (pun intended). If you can imagine, it’s a hectic time in Santa’s workshop as the clock ticks down to go-time, but you know the big guy will be ready.

Your “Big Day” might not be an ambitious globe-trotting, gift-dropping ordeal, but whether it’s a product launch, event, or advertising campaign, we can head to the North Pole to collect a few project management tips—Santa Style.

Living in a world where we carry little computers with high definition cameras around in our pockets has made sharing video content easier than ever – and users are eating up it up!

Facebook Live is a growing trend in social media marketing, and with over 1.8 billion active users and an incredibly easy-to-use live video service, there is no reason for you to sit this one out.

But before you start shooting from the hip, we’ve got some tips to make sure you are prepared for a successful broadcast.

The graphic design team at Sutherland Weston excels at creating the eye-catching visuals that make our clients stand out. We know how to arrange design elements and colors for aesthetic appeal and legibility. We’re accomplished in the art of making people stop for a moment as they swipe through their Facebook feed. We turn heads for a living.

That said, our work is only as effective as the intent behind it. 

The purpose of marketing materials is to convert the customer’s attention into a desired interaction. This could mean a number of things, such as purchasing your product, giving you a phone call, or donating to your cause. This is why it is crucial for the graphic design team to have a key sense of the project’s purpose before we begin.

By answering a few key questions, we can maximize the effectiveness of a marketing piece.

I’ll cut right to the chase: just because you post something on Facebook doesn’t mean everyone will see it.

I’ve run into two situations recently where – I believe – someone thought that because the message was on Facebook, that covered the bases. Because of that, my family missed out on crucial information.

If you’ve been wondering how you could use video to compete, grow and win more business, you’re not alone. Here are three ways businesses of any size can incorporate video quickly, easily, and at a low cost to add high impact to the sales process.

There’s certainly been a lot of talk and buzz about the use of video, whether it be in social media or whether it be in marketing in general, every conference, workshop, report and article states that the use of video is growing. More people are creating and consuming video and it certainly looks like that’s not going away anytime soon.

However, many business owners aren’t quite sure how or where video fits into their business – or even if it’s something that should fit into their business.

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