Some time ago I was interviewed by MediaShower blog regarding my take on video marketing and social media marketing in today´s business. You can read some of the questions and answers in this post, but I also recommend to check the full interview here.
What’s your professional background?
All my life I have been interested in how to use the Internet to communicate more effectively and to help spread marketing messages. Twelve years ago, I worked as a summer intern for a small online travel company, and my responsibility was to generate more traffic to their website. That is how I started studying search engine optimization, website optimization, and other related topics.
In 2007, I started to give small online workshops to entrepreneurs on how they could promote their business using Web 2.0 (there was no such word as social media back then) and video marketing. From that point forward, I began to conduct workshops and to give seminars in different countries.
Today, I present to seminars, business schools, and universities on how to maximize exposure on YouTube, Facebook, and how to implement social media marketing strategies. Some of the countries where I have presented seminars include: United States, Spain, Dubai, Bahrain, Finland, Colombia, Estonia, and Lithuania.
I enjoy discovering and teaching new business and social media trends to businesses worldwide.
What excites you about social media marketing?
This is a great question. Basically, social media has changed everything, and now anyone who knows how to use it can communication his or her message faster, cheaper, and better than ever before.
There are a great number of benefits including more transparency, more trust, less hierarchy, etc., and while it’s a huge opportunity for companies today, it also presents real opportunities for any kind of organization and even governments.
To give you one example, in the case of an emergency, Twitter and Facebook play a huge role. In the summer of 2013, there was a bad train crash in Spain (in Santiago de Compostela). A huge number of people were injured, and there was a significant need for blood donors in hospitals. Immediately, Spanish people started to share helpful messages on Twitter and Facebook, and within one hour there was a line of 200 people ready to donate their blood outside of the main hospital. So, in other words, social media can help save lives.
Social media also offers a significant opportunity for all kinds of companies; however, most of them don’t invest the time and money to learn the proper strategies as to how to leverage the power of social media.
In addition, social media is in constant flux and is very dynamic. Therefore, there is a great need for creativity and innovation, which makes working with social media an even more enriching experience.
What are your current favorite social media platforms and why? Which ones do you think are overused? Which are underused?
At this moment, Facebook advertising, and especially Facebook remarketing, is extremely effective as well as YouTube advertising.
Most companies are not using Facebook or YouTube advertising, let alone remarketing. Therefore, it’s still a bit underpriced, and my estimation is that the advertising cost on both of these platforms will double in price in the next 18 months.
I personally like LinkedIn, particularly because of all the new features they have.
It’s a bit hard to say which one is overused, but I see the user numbers of Twitter and Pinterest declining in the next few months. Instagram and SnapChat are platforms that many young consumers actively use, especially in the USA, and these numbers are projected to keep growing.
Most companies and marketers have no idea of the power of instant mobile messaging applications and how they are affecting the way we communicate in the future. Some of the biggest companies in this space include WhatsApp, WeChat, Line, and Viber. The main reason why there is less activity on Twitter and Pinterest is that people’s attention is increasingly on their mobile phone, and they don’t have time for traditional social media platforms.
Interestingly, Google, Pinterest, and Twitter are all at this moment developing their own instant messaging application in order to compete with WhatsApp and others.
In Latin America and Europe, many small businesses have been able to increase their sales by communicating and receiving orders via WhatsApp.
In the future, most communication will move to these kinds of applications where the communication is much more intimate and there is a higher frequency of messages.
Typically, I recommend implementing a three-step strategy for effective video marketing:
- Who will record your videos?
- What device will you use to record the video?
- What is your video marketing budget?
- Which are the first five videos you will create?
- Make sure you have enough lighting.
- Make sure you have a proper audio quality.
- Make sure you are not too far away or too close to the camera.
- Use a proper background that is related to the topic of your video.
- Keep the video short and to the point (under one minute when you start).
- Create a YouTube channel and upload all of your videos there and optimize them by using keywords in the titles of the videos.
- Upload your best videos to Facebook.
- Upload your best videos to your website.
- Consider testing Facebook video advertising and YouTube advertising.
- Measure the effectiveness of your videos by using YouTube insights; this service will indicate which videos are most popular and whether people normally watch your videos to the end.
- Furthermore, make sure you learn how to record videos with your smartphone. For example, the new iPhone 6 records videos of excellent quality and allows you to share your videos on social media platforms immediately.
What excites you about the future for how business owners connect with their customer base? What trends or innovations are you most looking forward to?
The communication between customers and business will continue to grow in speed and quality. This is a big opportunity for companies, as there will be several ways to connect with their customers using innovative new strategies.
Right now, I consider instant mobile messaging as the biggest opportunity, as it allows you to communicate directly to customers’ mobile phones and to send personalized voice and video messages. In addition, this is an untapped marketing strategy at the moment, and it offers huge possibilities for the companies who are first to apply it.
As to the trends and innovations, wearable computing will create disruption in many industries and offer tremendous opportunities for companies who understand how to leverage it.
Read the full article on the MediaShower blog here
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