There is no doubt, mobile is the way of the moment and the future. In this week assignment, I will be creating a mobile advertising campaign for Quick Credit Services, a credit counseling and repair service business. The business is located in Arlington, TX a suburb of the Dallas Fort Worth Metroplex.
The ad campaign title ideas to capture user attention are include “Fix Bad Credit Score”, “Improve your credit score” and “Credit Repair Services”. The target audience are people with negative financial status or situation.
The marketing channels to be used along side this campaign are Mobile banner ad and landing pages, social media – facebook, twitter and youtube, website, text message and web landing page.
Today marks the last day for my Content Strategy, Development and Marketing class facilitated by Professor Genon Muray. The styles and methodologies used to convey the core messages, concepts and principles were amazing and systematic. Each topic were built on one another such that they are prerequisite to move to the next stage.
I had faced a lot challenges in this course, it is only by the grace of God I will consider myself passing this course. The reason is mainly due to the systematic way the course is designed in a manner that you can not answer the next question until you are done and understood the previous ones. The challenge I had was that of bad Internet connection so I was behind the class and it was a difficult trying to catch up. Another challenge I had was a lack of idea for story for my video content deliverable. This caused me a great setback.
In all honesty, I will consider this course as one of my best here at Full Sail, its brings the reality of developing an effective Internet Marketing campaign much closer than I would have thought. The course delve into many areas. We watch videos of a content marketing agency to add juice to the program, we were introduced to a very powerful book titled Optimize: How to attract and engage more customers by integrating SEO, Social Media and Content Marketing by Lee Odden
In this course, I improved my content skills a great deal. First, I am able to differentiate between content types and know when they can be used or in combination with others. I also I am able to know how to plan, strategize and structure my content for maximum results. There are lot of other things I learnt about content marketing that gives me much confidence in my job. Knowing also of different roles in content marketing helps me to understand where I will naturally fit in which is Strategy and Optimization. I can easily create proposal for client by following basic outlines.
I created a video content deliverable about why I use PayPal as both a buyer and seller, I gave 5 reasons each. Truly there is no doubt, PayPal is good and committed to their business and remain the leader in the industry. No matter the noise created by other competitors coming behind PayPal remain the preferred choice for most people. PayPal continuously strive for new methods, ideas and tools that can improve the business and brand in the marketplace. PayPal currently provides marketing content on different social media channels including Blog, Facebook, Twitter, LinkedIn and YouTube.
For this course, the three main social media channels I have chosen are Facebook, YouTube and Twitter. Facebook is huge for marketing and social interactions among friends, while YouTube is the second most visited search engine after Google, so it is very likely people wanting to learn more about PayPal and her services or conducting research, or mere considering PayPal can find easily find the video. Twitter on the other hand make video sharing swift. The video player will open right inside Twitter browser without to having to leave the website. I have chosen this three social media channels because of their high population of users and more importantly because I find them to be very relevant.
Based on my personal interaction with a lot of people both online and in person, I can say without any reservation that content marketing is new to a lot of people, while to a few it is the life and blood of their business. However, irrespective of the side you belong, content marketing is an effective method for attracting and retaining customers. HubSpot, a marketing automation software company is a very good example of an organization that have come to lime light by using content marketing strategy 1,300 new customers within two years.
For this project, I would be developing a video content strategy for PayPal brand, a global financial service business performing payment processing, money transfer and other value added services for online buyers and sellers. The business goal for this campaign is to attract more customers for PayPal using video content marketing strategy. These videos are to be distributed through our website, email and social media channels. I have chosen video content type because of the fact that video resonates better with the audience than any other content and “a study from the Web Video Marketing Council and Flimp Media suggests that the use of video embedded in an email is a powerful tool, with 88 percent reporting that email with integrated video improves campaign performance, 76 percent acknowledging that it generates high click-through rates, and 72 percent believing that their prospective clients are more likely to buy after viewing video content sent via an email” Mark Walker (2013, April). How to Use Video Content to Drive Awareness, Leads, and Sales: A Guide Retrieved from http://contentmarketinginstitute.com/2013/04/video-content-b2b-content-marketing/
The core strategy herein is to create personas to represent each of the customers that PayPal would like to attract and create video content that it thinks would find valuable and further reenforce their brand. PayPal tops Google, Apple, Stripe, Square, Facebook, and Amazon as the most trusted brand when it comes to online payment. The brand story to communicate with videos will be all about building trust in the minds of its prospective and existing customers through the use of trust elements like customer testimonials, interviews, case studies, success stories and media mentions.
Please be aware that there are other content types that can serve a similar purpose. Common forms and types of content include blog posts, ebooks, white papers, photos, videos, case studies, podcasts, Facebook status, tweets on Tweeter mobile apps and many others, in this campaign I will be focusing on video content type.
One thing that would come to mind is how long this would take before you start seeing results and how can one keep up with all the daunting tasks? Let me be honest with you is not as easy as one might think. The first steps will be identified to individuals within an organization that has interest and training in creating online marketing with a motive for marketing. All being said you will need to take inventory of your existing content, categorize according contents according to titles and customer segments, have an editorial calendar, set your metrics and establish a timeline for publish. A consistent efforts for 6 months is bound to produce desired result. More importantly make sure you have web analytic setup to give you in-depth information on how the target consumers interact with your content.
I do hope you will have this post informative and interesting. Endeavor to leave me my your feedback in form of comments or contributions. Thanks and best wishes.
Having regular sales is what is desired of every business but having repeat sales, referrals and a good brand should be the ultimate of every business. This video is created with purpose to heighten the good customer service and support at Laptopforall.com, an online retail laptop stores.
Our target audience are professional ladies whose laptop have become their companion, they use it both at home and at work. They can not imagine a down time. The proprietary software, data and information they used on a daily basis at office, clients locations and home for personal use are all stored on this laptop.
In this video, Laura suddenly discovered that her laptop is not working and was frustrated as if her whole life depended on it. Her friend came in and saw her in that perplexed state and she was asked where she bought is from Laptopforall.com . The friend made her to understand that the company has a local partnership with computer stores around the nation and a very good customer care program. They look up the phone number and the address of nearest store.
They were at a nearby store and to their surprise the laptop was restored, even with old parts replaced at no additional cost for her and the laptop now work again. In addition, the company offer a free 12 month online storage service to back up her data incase of any crash like that. She was so happy and very excited for what laptopforall.com has done for her.
This video has told a good story of great customer service about the company and this would definitely create goodwill that will lead to more trust, business and sales for the company.
The call to action is for viewers to visit their website and share with their friends, followers and connections on social media networks. The landing page will be a support page with more testimonials of satisfied customers, an offer for a laptop on sales, subscribe to our email newsletter and an option for visitor to submit their own testimonials or story with laptop for all.
“Social platforms would now focus on the Web, not social networks themselves.” That’s how Mark Zuckerberg described Facebook’s vision when he announced the Open Graph in April 2010. Speaking at the f8 Developer Conference, Zuckerberg described an enhanced Facebook API and supporting tools that would give marketers new ways to make sense of a user’s preferences, passions and connections, which he characterized at as the “objects” of their lives.
The types of information that can be accessed using the Facebook API are information about the customers. For example, when using Facebook API, customers can get their first and last name, user page, username, gender, and location. If the user has other types of information that they want to provide the user with, then it is possible to include these types of information as well. In addition, customers can also retrieve their mission, their API, how many like they have, their ID, and what type of page this user has.
Facebook’s Graph API gives marketers a powerful new tool to understand their fans and customers. Graph Search allows users to conduct complex queries about people, places, photos and interests. It begins to open up the wealth of data stored in Facebook and make it accessible to everyday users. Businesses can use this information to conduct market research about their existing fans and potential customers.
A business could make use of the Facebook API by getting certain kinds of data about their customers in a mobile application by making it easier for users to give them their information. Users usually don’t care at all to give their consumer data away for free, and companies aren’t generally willing to pay money to its consumers for their consumer data. One idea is that a mobile website can use some sort of gimmick to get users to allow Facebook to access their information, such as: See what your friends recommend, and since customers generally trust friend referrals, then users will click on the API and end up giving away their information. After this is done, the types of products that they are interested can be found out by the website, and this kind of information can be advertised to them in order for the website in question to profit. A website could use this information to find out about its general customer base. This would be an indicator as to what kinds of products and/or information that the company would be better to have on its website.
Some companies have already been mining Facebook’s Ads API for these types of insights. For instance, Optimal offers tools like “Keyword Expander” and “Audience Matrix” to let businesses dive into Facebook’s graph and gather information that can improve their marketing efforts on and off Facebook, but it charges for this service.
The fact that anyone can publish anything from text, to audio, to photos, to video and make it instantly available to millions of people from around the world is amazing feat.
Mobile websites are designed to fit on smaller screens, such as those on mobile devices.
These mobile optimized websites makes it easier for your visitors to navigate through it and find the information they need.
No more pinching, dragging, rotating, or sliding around to find the information needed
I have created a mobile presentation on Slideshare.net you can find as embeded below.