3 Reasons You Should Update Your Video Marketing

Two men shooting a video marketing ad

When it comes to video marketing, it can be overwhelming to know where to start. There are so many places consumers view video today – billboards, social media, websites, TV, search engines, apps. Plus, people are no longer watching video just on their TVs or computers. Now it’s convenient to watch on smartphones, tablets, and even e-readers. Which is all the more reason it’s important to update your video marketing for your business.


Why Should You Update Your Video Marketing?

Here are three reasons you should update your video marketing now:

1. Your Aesthetics & Content Need A Refresh

Retro TV, VCR, and soda cans displaying old video marketing
Retro TV, VCR, and soda cans

Now if your video marketing hasn’t changed since the 1990s, you don’t need us to tell you they desperately need an update. But it’s not the 2000s or even 2010s anymore either, The Internet is constantly changing, and so should your online presence, video included. Are the people, the styles, the objects, or the technology in your videos outdated? A good way to find out is to put yourself in the following fictional scenario: If you were to approach a potential customer in person wearing the same style, showing the same objects, and using the same technology in your videos, would that customer be more focused on your appearance or your message?

Perhaps it’s not the tangible items that need to change in your video marketing. Is data or information in your video current? Today’s consumers are highly intelligent. With new information readily available online, having updated, accurate information in your video marketing is vital if you want customers to take your business seriously.

Source: NG Production Films

2. Your Customer Base Has Expanded

It’s certainly good news when your customer base is expanding. But with growth comes change. Remember when we mentioned there are so many ways for people to consume video today? That means your video marketing net should widen to capture more demographics and types of people. While every business has its target demographic, limiting your video marketing to attract a narrow set of people increases your potential to lose sales and customers.

A large part of online video consumption comes from newer social media platforms. TikTok didn’t exist until 2016. Stories and Reels are newer options to share video on Facebook and Instagram. And let’s not forget about LinkedIn. As of 2019, LinkedIn is the most trusted social platform for credible content. Yet only about 1% of users shared posts then! Consider that a huge opportunity to establish your business as a trusted authority in your industry using video content.

3. Your Videos Are Getting Lost in the Shuffle

Have you heard of the term “ad fatigue”? Elevato describes it as “a phenomenon that occurs when an audience becomes desensitized to an ad set causing ad efficiency to decrease.” In simpler terms, people are tired of seeing ads. This reinforces our earlier point: video is everywhere. But as a business who wants to stand out in the crowd rather than get lost in the shuffle, your video ads need to be different. How? By telling a story. Stop selling! People have been telling stories since the beginning of time. Your video marketing might have current content and subject matter, but if you’re trying to sell rather tell, you probably need to update your videos.

Another element that can impact your videos’ reach relates to branding. Video marketing is a great way to reinforce your brand using your logo, brand colors, and even tone. Does your company have a mission? Make sure every video you put out there reflects it. Does your company sell a humorous product? Or is your company a non-profit with a serious mission? Whatever tone your business adopts, be sure to create video content that aligns with your company’s vision.

Source: The Social Shake-Up


If there’s one takeaway here, it’s that video isn’t going anywhere. We encourage you to review your video marketing and ask yourself the following questions: Is the subject matter or information out of date? Are your videos failing to capture more demographics? Do your videos reflect your company’s mission and vision? Is your brand obvious in your videos?

Before we became the full-marketing agency you know as Paragon Marketing Group today, we were formerly a video production company. And with that experiences comes a world of knowledge that we are passionate about sharing with other businesses, just like yours. If you’re ready to update your video marketing, contact us today!

Benefits of Being Active on Facebook

Social media marketing.

Social media. Regardless of how connected or disconnected you are, social media can greatly benefit your business. It’s a convenient and fun way to engage with current customers and attract new ones. Small businesses have an advantage on social media for they’re more focused on individuals. There are so many benefits you can gain for your business by staying active on Facebook. The more you engage with followers and customers, the more success you’ll have and the better relationships you’ll build. Respond to comments and reviews, and quickly respond to messages. Make it personal. Not only will this make your current customers feel listened to and respected, but new customers will notice!


How Can Being Active on Facebook Help Your Business?

It’s important to remember not all social media platforms are compatible for your business. You have to decide what’s right for you. Facebook might be a great platform for your business because it’s easy to use and it’s a platform for all ages. We compiled a list of some of the ways your business can benefit from being active on social media, specifically Facebook!

Covers all Three Means of Communication

Verbal, nonverbal, and visual. Unlike Instagram, YouTube, or other visually based platforms, Facebook allows you to share pictures, videos, simple text posts, or livestream. By engaging in all three means of communication, your business can reach and connect with more people, depending on their likes and dislikes.

Share Basic Information about Business

A lot of people use Facebook to find a specific product or service. Making a page for your business allows you to provide people with business hours, contact information, company address, and more. You can add an “About” paragraph and biography about you and your business, post reviews, and advertise your services.

Provide Customer Service and Support

Living in such a fast-paced world, we don’t always have time to sit down on a phone call. Having a Facebook page allows potential customers to ask questions about your business and current customers to send follow up questions and comments about services you provided through private messaging. This allows both you and your customers to reach out on your own time, but with accessibility through your smartphone or computer, it’s easier than ever to give or get a quick response.

Promotes Word-of-Mouth Marketing

Facebook is a great way to get more exposure to your business. Think of it as a snowball effect; you post a funny video or helpful insight to your page; your customers engage with the post by liking, commenting, and sharing. Their friends and family will see that they engaged with your business, pulling them into the intrigue, and so on. You can encourage this by holding some sort of social media contest or other sorts of content that will get your followers to share your page.


You may be thinking, sure, these are all great points, but what if you don’t have extra time to spend on social media? Or I’m not too tech savvy, where do I begin? We understand that there are a lot of moving parts in a small business and it can be a lot. Paragon Marketing Group is here to help. If you have zero or 100 ideas for social media posts and engagement, we have the right people and tools to get the job done. Give us a call or message us today (262)443-9092

Why is video needed in your Marketing mix?

This is a business team gathering around a laptop.

According to Wordstream, viewers retain 95% of information from watching a video compared to retaining 10% from reading the same information. This trend is astonishing to me but also understandable. When I look back at things I buy online or things I learn, it is the same for me. As a matter of fact, I think it may be worse because I can’t read a long article with my attention span but I can definitely watch a video or listen to a podcast. At this point, I am wondering how much more to write and how to line it up. According to that statistic, I should end it here! However, please continue and choose to be the 10%, then please go and watch the video or listen to the podcast to remember the rest.

 

Every good content marketing strategy encompasses a mixture of different things: blog, video, social, web, ads, and podcasts. Obviously, it is called content marketing for a reason! Think about those things, how many of those strategies can you incorporate into a video? The big question that we always get is, why?

 

  1. According to the same article on Wordstream, a video on your home screen can increase conversions by up to 80%. Who can’t use more leads?
  2. Video creates a personal touch that you can’t get anywhere else. The old saying, “People do business with people they like” is still important today. It may actually be more important because of the internet.
  3. According to an article written by Vidyard, 65% of viewers watch more than ¾ of a video. This is not even close to what people read!
  4. Search Engine Optimization asks you to link and backlink as much as possible as long as it is relevant content. What can be more relevant than you talking about your product on a video?
  5. Content Marketing Institute says that audiences are 10 times more likely to engage, share, and comment on a video than they are a blog or social post.
  6. Last but certainly not least, email is more seen and more returned with a video in the message.

 

About a year ago, a friend of mine told me that he was going to start doing a weekly video newsletter along with his regular newsletter. I got his newsletter and I fully admit that I only read about half of it on a regular basis. Since he started doing a video newsletter every Monday, I have learned so much about what is happening and what he is doing. I never knew most of that information before, even though I received his regular newsletter. This is an example of the power of video at its finest and a perfect reason to incorporate video into your marketing campaign.

 

The big obstacle that you will face with this is yourself. Most people do not like to be on video and admittedly, I am one of them. I believe I have a face for radio but I do videos on a regular basis because that is what is being asked of me by our clients. In the next article, I will talk about what you will do with a video once you have it.

6 steps to retail marketing

This is a view of a mall from the top floor.

Marketing in the retail world can be a lot of fun. It also can be very time consuming and monotonous. However, without marketing in the retail world, you will not maintain or grow. Retail has an attrition rate and it doesn’t matter how long you have been in business or how great of a reputation you have, there still has to be marketing. You have to replace the people you lose yearly or you might as well shut your doors right now. How do you do this, is the question and how do you do it well?

1. It all starts with building a brand. You have to have a brand recognition or you will not grow. When people think of the typical products you sell, you want your name to come to mind first. In marketing, there is a rule called the rule of seven. Now, some marketers will say it is the rule of 10 or a rule of 5, regardless, it is still important that you follow it. A person must see your brand 7 times before they start thinking about you for a certain product. How those 7 times is achieved can be hard, however, the rest of this blog explains a few tricks.

2. How you are found is important and that is where listings come into the equation. There are literally hundreds of sites that your business should be listed on depending on exactly what your product is. Personally, I believe that if you are listed properly on the top sites then the rest will follow over time. What people do not realize is that everything HAS to be exactly the same across all of your online listings, right down to the dot in the same place.

3. Social media marketing is going to give you the most bang for your buck. Depending on your demographic you will utilize Facebook, Instagram, Twitter, or LinkedIn. Anyone of these 4 are going to be important, however, the two most important are going to be Facebook and Twitter. The most important thing with these platforms is to not post just 1 time per week about your store and expect people to flock in. You have to post regularly and you have to not only educate the consumer about you but also about your products.

4. You have to create a personalized experience. Just as we talked about social being important well, so is mobile marketing. It is said that 58% of people will look on cell phones before they look for your store on a desktop or laptop. With the world of artificial intelligence growing it is very important to learn new ways to use personalized mobile marketing in order to attract new clients.

5. Reward programs are becoming very popular. Create an awards program through email marketing and offer a free product for being a member of your newsletter program. Once you start getting emails from consumers, do not miss a single month of sending newsletters out. I would suggest that you send out an email at a minimum of bi-weekly. One can be a newsletter talking about anything new that you have done and the other can be an offer of the month for members of the group.

6. People will come in and spend more if they know you are supporting the community. Your local chamber of commerce or business group will have a list of events that are community-based in order to help you find a great charity or event to support. Once you find one, offer your support or sponsorship then market about your contribution. Millennials today want to know that you support a charity or local event. They will remember that and come back to you because of it.

Having a retail establishment is a very exciting and fun thing. In today’s world, you have a great opportunity to provide a great location for people to get what you need. The more people that know who you are, the better. With the digital world, you have a great opportunity to tell the world about you! Have fun with it but remember to be respectful and responsible. You will be successful with these suggestions.

What are the top 5 things to do as a B2B Marketer?

This is an overlook of a city.

Whether you have a small, medium, or large business the essentials are the same. If you are in the B2B marketplace there are essential marketing trends that you must follow. Marketing for B2B is unique because you are not trying to get consumers, however, a lot of the same principles apply.

 

  1. First you have to have a story and you have to tell it properly. Your story should involve things like when you opened, who your owners are, and the history of the company.  However, most people do not think of the most important things. You have to show relevant content and education.
      1. Relevant content talks more about why you created the product, why employees like being there, and what sets you apart from your competitors in that space.
      2. Education includes what certifications you have regarding the work that you do, what classes or degrees you have, and what makes you an expert in the field that you are promoting!

 

  1. You need to be easily found. In the digital world that we live in, you have to have your correct information showing in the digital world. There are some basics that you have to do.
    1. Listings have to be keyworded and the proper information relayed to the top site across the internet. This applies to sites like Google, Apple and Yahoo. It is essential that you show the same accuracy and same information across the web.
    2. Your SEO has to be top of mind. There are two different kinds of SEO however. There is on page SEO and off page SEO.
      1.  On page SEO includes things like:
        1. Metatags
        2. Title tags
        3. Heading tags
        4. Submitted site map
      2. Off page SEO includes things like:
        1. Facebook
        2. Twitter
        3. Instagram (If needed)
        4. LinkedIn
        5. Blogs
        6. Podcasts

 

  1. Paid advertising is a very useful tool for B2B because you can be specify who you are trying to advertise to. You can advertise to a purchaser of your product specifically. There are many forms of paid advertising but here are the top 5 to use:
    1. LinkedIn
    2. Facebook
    3. Google Adwords
    4. Bing Ads
    5. Instagram

 

  1. Reputation Management is a very important part of your world. There are literally hundreds of sites used to review a company. You must be able to see the reviews and have the ability to respond to them in a timely manner. You can do this by not only getting your listings updated and tracking them there, but you can also set up a Google Alert. This way, anytime somebody mentions the company name on the web you get an email and you can go to that site to respond. Responding quickly and correctly shows everything about you and your customer service. The last thing you want to do is argue with the person that left the review. The second worst thing is responding with a blanket response that looks like every other response you have put out there. Be sure to individualize your responses.

 

  1. Create a one on one online conversation with every person you can. They contacted you so they obviously want to know more. People do business with people they like so make sure you are pleasant, to the point, and direct. People do not have time to spend hours trying to find an answer. That is why they messaged you, so give them what they want. The important part of this step is to also educate them.

 

The world has changed in many ways for marketing in a B2B business. If you follow these things however, statistics show that your success is imminent. The olds days of networking to get your business does not work the same. Millennials do not go to networking meetings like most of us have or do today. They would rather attend a seminar or online virtual meeting than go to a one on one meeting. It is important for the future of all of us B2B businesses that we adapt to them and still hold true to what got us where we are today.

Top 8 tactics for Restaurant marketing

A marquee sign that reads BUZZ installed into a bark textured wood wall beside a white tiled commercial kitchen and serving area.

Restaurant marketing is not the same as marketing a non-restaurant business. Restaurants work off of reputation, quality and environment. When we market a restaurant we take these things to heart. Here is our top 8 things we suggest making a restaurant program successful.

  1. Photography: Hire a professional to take pictures of your menu items. People are visual and visit restaurant’s because food is appealing. Great visuals equals great food to customers.
  2. Digital Listings: Digital listings are how search engines find your restaurant. The most important sites are Google, Apple and Yelp for a restaurant. There are 72 that should be updated on a regular basis. Last thing a restaurant wants is for customers unable to find your restaurant online, wrong address, invalid operating hours or incorrect items no longer available.
  3. Geo-target ads: Sites like Google adwords, Facebook or Twitter use 4 different tactics if applicable. Text ads, Display ads, Video ads and Retargeting ads.
  4. Online Ordering: Use an online ordering system like Zuppler (no need to offer delivery to do this). Allows for ease of use 1 page site enabling local business to order food for meetings or lunch. These systems also will take payments and integrate with POS systems, send you a text, Email or send the order directly to a printer installed in your kitchen.
  5. Social media: Mobile is the way of life and social media is imperative to your success in Marketing. Facebook, Twitter and Instagram will be the most important three. These sites can display the environment that they will dine in. Social media creates a relationship with the potential patron prior to them visiting the restaurant. You can feature an employee, feature a patron or show pictures of events happening at your location.
  6. Reviews: Reviews are the lifeblood of a restaurant. However if you don’t ask for a positive review it most likely will not happen. Negative reviews are 10 times more likely to be made than positive ones. You must ask, make it simple and educate where to go. Train your staff to say “If you believe you had a good experience today please go to Google or Facebook and tell us about your experience.” Print this information directly on your receipt and place placards around the restaurant asking for reviews. The more you get the better search engines find you.
  7. Community: Be a part of your community. Patrons love restaurants supporting their community. This includes working with local non-profits and sourcing from local growers. Most people believe in helping their community not for prestige or publicity, but it is the right thing to do. Restaurants can do the right thing and gain publicity.
  8. Rewards: Contests to promote traffic, things like Fishbowl business card is a brilliant way to get email addresses. Offering a free lunch once per month you now have the ability to send them special offers or updates to events. You can invite to your Facebook Twitter or Instagram.  It is a WIN/WIN situation for everyone.

 

Following these steps you will have a great leg up against your competition. You will obtain new patrons and retain them. Consistency is key with these, so stay on top of it or better yet hire somebody like us to do it for you!

Millennials are a different type of Marketing

This is a clip art of Millennials and marketing.

I find research for millennials and what they want very fascinating. See, I love the psychology of marketing and what makes people want to do things and work with companies. First, let’s define what a millennial is, it is said that a millennial is born between 1982 and 2004 although some demographers just say early 1980’s to mid 1990’s or early 2000’s. There are approximately 76 million of them in the United States alone and according to a recent article, 81% of us want to work with a company that are community advocates and boast about it. As a matter of fact, millennials will go through pain to support a company that does. I heard a story once that a gentleman bought a new pair of shoes every 6 weeks even though they were uncomfortable just because the company donated a pair of shoes for every pair he bought. Now that is loyalty!

Multitasking is the new normal for millennials. They have this innate ability to switch between cell phones, tablets, desktop and laptops all within a minute and understand everything on all the screens. What is my friend doing today, how is the latest celebrity spending the day or whatever the latest trend is in the life of a millennial, this is the relaxation that they look forward to. The social life of a millennial is the most important thing in their life and that is all done through technology. The next generation is not getting any better either, as a matter of fact it is getting worse. I think any parent of teenagers today will agree that the worst thing in the world for their teen is having their phone taken away or taking away technology in general. Their life is over if you do that. Telling them to walk down to a friends house and see if they can hang out, is something they think is from the caveman days.

So, how do you get these generations to act? It is relatively simple yet difficult at the same time.

1. They are very click minded individuals and very social. So, you must go where they are, which is Facebook, Instagram, Snapchat, podcasts and many other social sites that are out there. These generations do very little reading, unfortunately, so you must make your writing concise and to the point. The best way to get the attention of this generation is video, however they need to be powerful and very concise. Their attention span is only a minute or so.
2. Show that you are community advocates and you support organizations like homelessness, veterans, or women’s rights. As human beings, we all want to help and many of us do. It is not done because we want publicity or even recognition. It is done because it is the right thing to do and we want to help. Why not do both though? You can support organizations that you believe in and also get publicity for your company. So go for it!
3. You must get personal with this generation. They want to be acknowledged as individuals and not part of the crowd. Everything you do must individualize the experience for them. Tell a story and do not command them to do anything.

Here is the great thing about millennials, they are the most loyal group that you will ever have the pleasure to work with. The old quote, “People do business with people they like and trust” are not just words for millennials. It is required and they WILL tell all of their friends!

Who cares about Voice search? You should!

This is a Google Home device.

We keep hearing about voice search and how important it is going to be, therefore, we want to take the time to explain what it is. Voice search is asking an intelligent device a question and getting an answer.

The four most popular devices that use voice search are:
Alexa – Made by Amazon, some say that it was the first “Voice Assistant” available. It also utilizes the Bing network for answers.
Siri – Mostly used on Apple devices such as the iPhone and iPad. It was utilized by Bing originally, however it switched to Google services towards the end of 2017.
Cortana – Microsoft made this available on many laptops and tablets. It answers via the Bing network.
Google Home – Created by Google to compete against other “Voice Assistant” platforms. It uses the Google search engine.

You are probably thinking, “Who cares? I don’t have one!” However, this couldn’t be more wrong if you are a business owner. “40% of adults now use voice search once per day,” according to Location World. Furthermore, “50% of all searches will be voice searches by 2020,” according to comscore. The no screen revolution is coming and you need to be ready!

How do you get ready? Well, it all comes down to SEO!

First of all, the way you think about keywords must change. Most voice searches involve more than five words that are spoken. People do not talk in Keywords. When was the last time you said “Restaurant near me” to anybody? You may have even typed it into a web browser this way. When we speak to voice search we say something like “Hey Alexa, Who has the best fish fry in Milwaukee?”. Your site needs to reflect these words to be ranked. So having keywords is great but you also need to keyword how you speak. Put yourself in the shoes of the potential client, the way that you would ask questions would most likely be the way they do. Of course, this means that your keyword research is going to require a lot more work.

One great way we recently read about is creating a frequently ask questions page with the answers. Brainstorm with your team the top 20 questions the team gets asked and create a page for the questions. Say the top one you get asked is, “What is the best process for creating a great website?” then use it and keyword it. This way, when someone asks Alexa “Hey Alexa, what is the best process for creating a website?” your information will come up and say, “According to www._____.com the best process is…..”

Many experts have different ways of dealing with voice search as it is still so new. We are all figuring it out, however, rest assured it is here now and it is here to stay. There is no fighting it, you must embrace it, and not only embrace it but get ahead of it.