The Power of Pr™
Let’s Talk Digital Engagement
Danae Jones is Managing Director of PR & Marketing firm Danae Jones Consulting Pty Ltd
For every $1 spent, $44.25 is the average return on email marketing investment.
When it comes to engaging in the digital space, if you are unfamiliar playing in this arena, it can be very confusing to know what gives you the best reach and engagement with your target audience. I could write pages and pages on what achieves the most effective engagement in the digital domain as it requires a holistic approach to your marketing efforts, but for the purpose of this article I’d like to focus on two of the most dominate and cost effective methods: Video and eMail communication.
Let’s start with video:
Video is gaining momentum online like never before and if you aren’t producing video content to promote your brand, than you’d be wise to give it some consideration as it really could bring you the attention on your social media platforms that you desire. A quality video produced about your business and your point of difference, can be a very powerful tool added to your website and imbedded into your eMail communication too. Video on average will give you three times more organic reach than plain text or images. The algorithms on social platforms favour video content over any other form. That is an undisputed fact.
When you’re producing digital content, whether it be video, eMail communication or any other format, give some thought to how you can squeeze the most juice out of it for your needs.
In a Wyzowl survey, when consumers were asked:
«Where both text and video are available on the same web page, how would you prefer to learn about a product or service?»
• 80 percent said video
When companies were asked … “Does your business use video as a marketing tool?”
• 63 percent said yes
That means the other 37% of companies either don’t have a video strategy or they’re late and now need to play catch up.
Animoto’s survey of 1,000 customers and 500 marketers about the state of social video marketing found some key insights. Video is BIG, especially on mobile devices.
• 84 percent of consumers say they watch social video content on mobile devices
• 81 percent of marketers say they optimise their social videos for mobile, which includes things like planning for sound-off viewing
• 39 percent of marketers create videos in square and/or vertical formats
According to the customers in the Animoto survey, this is what they are more likely to share:
• What’s funny
• What’s emotional/inspirational
• What’s educational
And what they are more likely to like:
• What’s funny
• What’s emotional
• “Behind-the-scenes” looks at the company
Producing quality, engaging content takes time, patience, creativity and a solid content strategy to make sure your videos and other forms of content work to serve your marketing needs. Having a professional produce it for you does not have to cost the earth either, so don’t be afraid to reach out to video producers locally as we have many in the industry who do a fantastic job.
Now let’s move on to eMail Communication:
eMail Comms is actually one of the most cost effective, results driven mediums that a business can utilise. Let me share with you a little of what I know on this subject and I’ll let you be the judge.
When it comes to marketing your business, it’s important to be where your consumers are. Email use is thriving more than ever before and is used by 95% of online consumers. Some would argue that people are being bombarded with email more than ever, and yes, this is true too. But more people are using their tablets, smart phones and laptops each day and are constantly connected to their email and social media accounts.
Email Communication gets to people, no matter where they are – at work or at home because we are literally glued to our devices in this fast paced life. 91% of consumers reported checking their email at least once a day (Exact Target). In fact, it’s not uncommon for consumers to check their email dozens of times each day. The key to creating eCommunications that cuts through the noise of everybody’s inbox is:
#1 – Email people that actually want to hear from you for a start. Instead of sending bulk emails to purchased lists, send to existing customers who already know and love you and who are far more likely to open your emails.
#2 – Add value to their daily lives. Instead of just promoting your latest sales or offers, why not put yourself in your customers shoes for a moment and think, what would they appreciate receiving from me? For example: If you’re selling Kitchenware or BBQ’s, why not send them some tried and tested recipes to try at home. Always think about the value you are adding to people’s lives. We are all far too busy to read emails that are not helping us in one way or another.
Email marketing and video are both highly effective public relations tools that need to be given significant consideration when developing your digital marketing strategy.