Video: 3 Key Online Marketing Insights for 2019

This blog post features the following new video with my three key online marketing insights for 2019. For your reading convenience, scroll down, there is an edited transcript below the video.

Edited Video Transcript

As an online marketing strategist, I am committed to helping clients build authentic relationships that expand their influence and increase their sales.

I’m making this video to offer you three key insights that come from my experience as an online marketer that I think are particularly relevant for this new year, 2019:

  • The first is that ‘Instagram is the New Facebook”
  • The second is that “A Boost is Not Facebook Advertising’
  • The third is that ‘funnels are the new websites’.

And if some of those terms are not familiar to you, stay tuned because I’m going to explain each one of them. Let’s do this.

Instagram is the New Facebook

I say that Instagram is the new Facebook because we’re seeing engagement on Instagram that we’re no longer seeing on Facebook. Facebook is still the “monster” in the social media space; but in Instagram we’re seeing engagement, connections between people around like-interests that we’re no longer seeing on Facebook.

For example, I have a client that has thousands of followers on Facebook; but we’ve just started their Instagram account, and they’re only in the hundreds of followers there. However, the same post on Facebook and on Instagram is getting more engagement on Instagram. Instagram is that much more alive.

In addition, not only is it a visual medium, but the hashtags enable you to connect with real like-minded people who are interested in what it is that you’re posting about.

So ,for example, I put an inspirational quote up today on my Instagram feed. I hash-tagged #inspirationalquote, and Instagram showed me that there’s tens of millions of people who are interested in inspirational quotes. Likewise, when I do posts like this ones that I’ll do related to this video, and I hashtag #onlinemarketing, I will get other online marketing people or other people who are interested in online marketing to check out that post.

Bottom line, it’s working. It’s real engagement at an authentic level that we’re not seeing on Facebook anymore because that platform has become so busy and so noisy.

A Boost is Not Facebook Advertising

Speaking of Facebook, a boost is not Facebook advertising. And for those of you who don’t know what a boost is, that’s like the very simple form of Facebook advertising that Facebook offers. Now, a boost, technically, is Facebook advertising, but potato chips are also technically food. But, as all of you know, food is so much more rich and robust that just potato chips. Some people call it a culinary art. And there’s desserts and fruits and vegetables and salads. Food is a much bigger subject, and Facebook advertising is also a much bigger subject than just a boost.

You can do far more sophisticated things with targeting. You can reach people who have visited your website by using the pixel.

Even more importantly, you can communicate so much better by creating an ad rather than just boosting a post. So, Facebook advertising, like food, is a huge subject with lots of nuance and variety and sophistication.

So a boost, technically it’s Facebook advertising, but it’s not really Facebook advertising because when you do it using the Facebook Ad Manager, you can do so much more and be so much more effective.

Funnels are the New Websites

My third insight about online marketing for 2019, is that funnels are the new websites.

If you don’t know what a funnel is, it’s really a device to build engagement, to go from people that don’t know who you are and have never been exposed to you or who are “meeting” you for the first time, to move them via a “value chain” so that you get more and more of a relationship built by delivering value over time. For example, you might do this through webinars, through an email course, through email followup, etc. So with a funnel, there are sequences and strategies that build relationships over time.

Websites don’t really build relationships. At best, they are brochures. Once somebody comes to the website, what happens next? And how do you create engagement? And then once you get that email address, or get that follower, how do you get them to continue to receive value from you so that you can build the relationship over time and make an authentic connection?

So a funnel is a real strategy, and just like real relationships, it requires multiple touches. ‘Touches’ is a marketing term, but really what it means is that you continue to interact, that you continue to offer real value. And that’s the kind of stuff that builds real relationships.

In Conclusion

So, think about it:

  • Instagram is really worth doing. It’s the new Facebook.
  • Facebook advertising is much more than boosting, and
  • Building a funnel and doing an online strategy that really creates authentic engagement, that’ll make your online marketing much more effective, and more importantly, much more meaningful.

Bottom line, we are in this, not to create more “noise,” not to just sort of be a hustler who is trying to sell something; but really, we are doing online marketing to do business in a meaningful way where we contribute value. We seek to offer content and other forms of marketing that are both valuable for the longterm success of our businesses, of our lives, and ultimately, of the planet.

Create Authentic Connections: Website Video Production Insights

Anyone doing online marketing faces the challenge of how to engage and inform visitors, while also communicating clearly enough that people get the intended message. Without the human face of a home page welcome video, most websites miss a crucial opportunity to engage with authenticity.

At the end of the day, at least in my opinion, there’s no point in digital marketing, if you don’t make an authentic connection with website visitors. Given the fact that website visitors, in general, have the “attention span of a gnat,” the power of video has become paramount. (For more on this, I produced this video in 2010 that’s still relevant: Why Online Video is Now a ‘Must Have’ for Internet Marketing)

Videos Starring You Are Essential

One of the best ways to grab people’s attention is video.  I am fond of reminding people that a video is starring you, has the added advantage of making a virtual human connection that only a human face and voice can deliver. Video does this quickly and in the exact way that brief home page visitor encounters require.

For more on why a human face should be in videos and not just hidden behind a whiteboard animated video, I recommend Wistia’s recent post, Your Business’s Videos Should Include Faces. Here’s Why.

The authenticity of human connection in video is one of the main reasons that I’ve been promoting video for years. I love opportunities that help my clients tell their stories by producing “welcome to my website” videos. Recently, I’ve produced two of these videos for clients. I’m offering them here as examples of how to do this, including some detailed production insights.

Helping an Expert Witness to Testify

Recently, I had the opportunity to work with Mark Levy, a forensic psychiatrist whose firm provides expert testimony for legal matters. His new company website for Forensic Psychiatry Associates Medical Corporation, fpamed.com, needed a new video for its home page. Mark was clear that his earlier “do-it-yourself” effort didn’t represent him in with a professionalism that reflected his services. This collaboration took the form of a low-budget video shoot with my Canon DSLR camera.

As you can see in the video above, Mark is an excellent speaker; however, one issue with his earlier video, was that it ended up being a bit unfocused. Without wanting to toot my own horn too loudly, I was pleased to be able to add value, as a director and performance coach.  I’m not just a cameraman who sets up the camera and records “pretty pictures.”

In this case, I felt more like a “crafter of communications” because I guided Mark in ways that ensured his video had a structure, a beginning, middle and end. Now, he has a website welcome video that includes an engaging and direct welcome message and a call to action at the end.

Beyond YouTube for Online Video Delivery

Another capability that I provided and applied to Mark Levy’s videos was optimizing them for YouTube search. Behind only Google, YouTube is the second biggest search engine in the world. If you aren’t already aware of this fact, let it sink in. Many small businesses consider SEO optimization for their website, but most don’t think about optimizing their YouTube video clips to be found in search. This is a very common mistake and often overlooked by a video novice.

In addition to YouTube for attracting new viewers and potentially new website visitors, for Mark, I also recommended and implemented video hosting on Wistia.com so that when Mark’s video clips are embedded in his own website, they can be customized to match his website’s colors; and, more importantly, so that YouTube doesn’t have the opportunity to “steal” traffic away from Mark by pushing other psychiatrist’s videos to his viewers at the end of his clips.

Bottom line, Mark’s website is his own “owned” virtual real estate. Why let YouTube leverage it for their objectives? Owned media is a thing and we should all maximize this kind of control on our own websites as much as possible.

Wistia’s call-to-action and other integrated features within the video are more robust and attractive than YouTube’s. Because of this, videos look more seamless as they are integrated into websites.

Giving Wistia a try is easy given that their free introductory level includes three videos hosted on their video delivery platform. Beyond that, it’s $99 a month. This pricing may not work for every small business, but I recommend it for companies that have a serious commitment to video marketing. The image to the right is how this video looks embedded in Mark’s home page.

A More Scripted Approach & Cool Piece of Video Tech

I would also like to share a second video client case study. The second home page welcome video that I produced recently was for physical trainer, Adam Hirsch of adamhirsch.net. A significant difference, in this case, was that before the video shoot, Adam and I collaborated on a script.

Truth be told, while Adam is extremely knowledgeable about his expertise with physical training, his expansive perspective of this subject can also result in him being a bit verbose. Because of this, we needed to find a way to help him be more concise, especially given the online environment where, as I mentioned, holding people’s attention is at a premium. By collaborating on a script, we were able to co-create a straightforward and concise description of what Adam offers.  

However, this creates a different challenge. I didn’t expect (nor was there time) for Adam to memorize and deliver this script like a professional actor. So, while Adam’s new home page video was also shot with my Canon DSLR camera, we used a nifty little piece of technology in the form of a small affordable teleprompter that uses an iPhone for the scrolling text.

Another example of how advanced small electronics are becoming, the Parrot Teleprompter costs only $115 (plus shipping) and fits virtually any video camera. I loaded the written script onto my iPhone before the shoot, and used the voice-activated PromptSmartPro ($19.99, free version also available) so that the text scrolled right along with Adam’s pace of delivery. No teleprompter operator required.

Not only was the hardware a small fraction of what it used to cost, personnel costs were also significantly reduced. The use of a teleprompter, when appropriate, has become remarkably accessible!

I believe the result is a clear presentation, well-articulated and precisely-focused in a way that would not have been otherwise possible. Take a look and see what you think.

At Your Service

Bottom line, I approach online marketing as relationship building. The quality of communication, when done well, enables authentic connections to be built via whatever medium is at play and regardless of what technologies are used.

Sure, innovations like Wistia video hosting and the Parrot Teleprompter help make this happen, but there’s no substitute for quality content and that’s what we do.

I believe that the human beings who are such a crucial part of every forward-thinking organization or business needs to be “front and center,” right from that first nano-second that a web visitor spends on your website. After all, if you don’t engage with them in a personal way, right away, you will lose them.

Please let me know if I can help you or your organization. Thanks!

 

My 6 Favorite Digital Marketing Apps. Webinar Video + Free PDF

Researching, testing and figuring out “what’s the best app for that?” is part of my job.

I also LOVE sharing information and being helpful. Recently I hosted a video webinar where I shared the six digital marketing apps that I use daily for myself and for my clients. I’m writing this blog post to share this webinar video recording with you.

Also, please scroll down, because there are links below to the apps themselves as well as to other resources that I mention during the webinar. Enjoy!

FYI, the initial presentation with demos and info about all six apps is about 30 minutes in length. It is followed by about 15 minutes of edited Q&A.

Get Yours: Free PDF, 6 Recommended Digital Marketing Apps

Leland combridges marketing app infographic small

This PDF has Jon Leland's recommendations for his six favorite digital marketing apps in one easy-to-read, one-page reference doc. Get yours now.

To watch the video webinar where Jon Leland explains these recommendations, click here.

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For your convenience, here are the direct links to the applications that I talked about during this webinar:

Squarespace for Websites:
Blog Post: http://www.combridges.com/small-business-website-design…/
My 15-minute (recorded) webinar on Squarespace https://youtu.be/eOjMgce2E2A

ConvertKit for Email:
Affiliate link: http://mbsy.co/convertkit/76357
Blog Post: http://www.combridges.com/email-marketing-conversations…/

Canva for Social Media Graphics:
https://www.canva.com

Soapbox for Low Budget Video Production:
http://www.wistia.com/soapbox

Zoom for Video Webinars:
http://www.zoom.us

Thinkific Online Classes:
https://thinkific.com
https://combridges.thinkific.com/

If you have any questions or suggestions, I would love to hear from you via any medium you choose including this contact form or via any of the social media networking links at the top of this page.

Thanks for reading and/or watching! 🙂