Digital Marketing Predictions For 2018

To effectively plan your marketing strategy for 2018, we suggest you carefully consider some of the following tactics for your business including native advertising, online corporate videos, and micro-moments. Here are some predictions for next year’s key digital marketing trends.

Native Advertising

This is a form of paid advertising, usually the material in an online publication which resembles editorial content but is paid for by an advertiser. The native ad follows the natural journey of the user experience in which it is placed. Throughout 2017, we have seen a significant growth in native advertising, and it will continue to develop in 2018. Native advertising is distorting the lines between advertising and content. This method of advertising reduces the amount of intrusion and provides educational benefits for its users, so the content is more likely to be shared.

Online Video

During the next three to five years video and mobile will be one of the core methods businesses use to provide customer engagement. Whether it is a company or product video, the use of online video is rapidly growing. Video gives you the opportunity to engage with your customers at a deeper level and connect with them emotionally. There are now a variety of visual on-screen elements that brands can also utilise. Video conferences and live streaming have also proven to be very popular this year and enable customers and users to interact with video content. Video and mobile are one of the longest running trends for marketers this year, and we predict this will continue to progress during the course of 2018.


Customers are often turning to their phone to learn something new, a micro-moment is when they automatically turn to a device, increasingly a mobile, to learn, discover, do something, watch something or purchase an item. These micro-moments are essential touch points for businesses to accommodate and immediately act on their customer’s requirements with reliable information despite the time and location. It is therefore crucial for companies to make sure that their website is mobile friendly and responsive to master those micro-moments.

Big Data

Big data is one of the major marketing trends this year which refers to analysing extensive data sets to reveal trends and associations, for example, human behaviours and how they interact. Accessing the right data in 2018 will provide businesses with the ability to understand customer behaviour and is especially useful when giving customers a real time response.

If you want to revolutionise your video marketing in 2018, call our experts on 020 8798 3733 to see how we can help you to create engaging online videos for your business.


6 mistakes - Top

6 Mistakes That Can Sabotage Your Business Video

Are you sabotaging your corporate videos? According to Hubspot’s infographic in 2017 videos will account for 74% of all website traffic. Creating a video to promote your business online can be time-consuming and takes a lot of effort to put together. This can quickly be destroyed leaving your reputation and professionalism at risk.

Here are six common mistakes we think can be easily avoided when creating a promotional video for your business.

1. You Have Set No Goals for Your Video

One of the most frequent issues when creating a video for your business is not establishing clear goals that are measurable. A video can look impressive, but this does not matter if it does not achieve any of your objectives. To achieve your goals they need to be specific. Some examples of goals to choose for your video marketing might include the generation of click-throughs to your website, newsletter or event sign ups, or to attract a certain amount of video views and unique visitors.


2. Not Utilising Rich Media

Many businesses start by producing the script for their video first whereas you should also think about the visuals and how to incorporate other rich media elements such as music and sound effects.


3. Limited Creativity

To make your business video stand out to your audience, you need to be creative. If you film a video with a setting that is uninteresting, you might need to think carefully about whether a video is the most efficient way of displaying your message. Although it is important to establish goals when creating a video, it is crucial that you do not let these restrict your creativity. You should embrace a variety of concepts and get imaginative; this will help you to create an appealing video that will successfully achieve your goals.


4. Appearing Tense and Not Having Fun

It is essential that you include people in your corporate video who are relaxed and have the ability to loosen up when being filmed. Someone who appears rigid on camera might make it awkward for the people watching your video. If you are confident and you enjoy being on camera, this will put your audience at ease.


5. There Is No Storyline

Your video should be edited in a logical sequence and tell a story to your audience. If your business just uses selling tactics that are similar to the adverts on television, your video will not be very engaging for your audience. Implementing a story that your audience can relate to might prove to me a more effective way of communicating information about your company. Through the use of video you can create an emotional connection with your audience, this is a powerful video storytelling technique. To make sure you have a clear layout to your video, we suggest creating a storyboard that shows what is going to happen in each scene and what equipment is needed.


6. Being Badly Equipped

Shooting with equipment that is of low quality can result in a video having poor sound quality and even bad lighting that does not flatter your subjects. When filming your business video, you should at a minimum have a phone that films in a high resolution or a handheld camera such as a GoPro, a tripod, a microphone and a lighting kit.

If you’re feeling under pressure with your corporate video, we can help to create a trustworthy relationship between your business and customers through the use of video. Call us now 020 8798 3733 to discuss your requirements with one of our experts or email us with your enquiry about our video services.

Which Digital Channels Should I Be Using for Marketing for 2017?

At Insight Business we believe it essential to establish a strong online presence. Whether it’s through the use of product videos, or corporate and business videos.

Popular Digital Channels for 2017

Before you make a decision on which digital channel to use for your marketing strategy in 2017, it is important that you understand them first.

Display Advertising

This is a method to generate a high amount of traffic which could convert into sales or leads. These types of ads are frequently based on Cost-Per-Impression compared to the Cost-Per-Click.

Email Marketing

Email marketing is a really useful tool when it comes to delivering a return on investment (ROI). It involves gathering contact information and targeting your audience with ads, requesting business, and encouraging trust and loyalty to your brand via email.

Pay-Per-Click Advertising (PPC)

PPC is driven by a budget allocated by a company to place ads. The success of a PPC campaign will depend on your choice of keywords for targeting customers, as well as the visual and contextual information included in ads.

Video Marketing

This is the use of video in your marketing campaigns and can be used to raise brand awareness and promote products. It is a useful channel for customer testimonials and rich media content that will help to convert your users.

Online Public Relations

Increase your presence through creating relationships with major journalists to build high-quality backlinks.
Search Engine Optimisation (SEO): SEO involves conducting keyword research, on-page and off page optimisation, organic link building and other related SEO activities.
Affiliate Marketing: An agreement between an online retailer and another website to increase traffic and gain sales from its referrals to reach a wider global audience.
Conversion Rate Optimisation (CRO): A method designed to drive traffic to your website and convert them into customers.

Social Media Marketing (SMM)

This uses social networks such as Facebook, Twitter and LinkedIn as marketing tools. The following platforms will help businesses to expose their brand to a wider audience.
Facebook: This platform can be used to target a companies persona. It is useful to learn what groups and pages they frequently visit.
Twitter: A powerful tool for targeting and reaching out to industry influencers and journalists.
LinkedIn: A network for professionals, use this platform for reaching out to other business owners and other B2B leads.
Google+: It is important to promote your businesses content and create a presence within the Google+ community because this platform will also influence your SEO.
Pinterest: A visual platform that is ideal for promoting products. The majority of users on this channel is women, so if this is your target audience, then Pinterest should be part of your SMM strategy.

1. Review Your Existing Digital Channels
Conduct some market research and perform a competitor analysis to find out what your customers are up to on different channels.
2. Consider Your Companies Primary Goals
Your business might be aiming for some of the following goals this year:
Brand awareness – This creates a familiarity between your business and its customers. Some of these include; promoting yourself on social media, attending online and offline events, the use of visual channels, and also engaging with people on social channels.
Sales generation – Most businesses want to generate sales of their products and services. A few ways this goal can be achieved is on Google shopping feeds and the use of affiliate marketing networks.
Lead generation– Most businesses want to generate leads and connect with potential customers, and this is arguably one of the most important goals. Use digital channels such as PPC, SEO blogging, email marketing and other channels.
Educate potential customers with your expertise – A businesses product or service might not be known about by your target audience. Educate potential clients about the benefits of a product and explain why is important. This can be achieved through content marketing, blogging and press releases.
Increase website traffic – You will need leads to convert into customers and move down your sales funnel. Content marketing and SEO are suitable digital channels for this goal.
3. Allocate a Budget to Your Digital Channels
Assign a budget for each channel so that you can execute your campaigns successfully. This will include fees for photographers, paid or display advertising and other marketing staff that you might require.
4. Identify Your Resources to Implement Your Digital Activity
Managing a marketing campaign will need a certain amount of knowledge, time and money for each digital platform. Establish and identify the skills and resources you will need to achieve top results.

A combination of online platforms will help you strategically reach your business goals and determine which digital channels you should use for 2017.

Find out how to outreach to a wider audience and engage with your existing customers with the use of business videos, call us on 020 8798 3733 or fill out an enquiry form.

an image of corporate video

How Small Businesses Can Start Using Corporate Video

Learn How Small Businesses Could Use Corporate Video To Grow Their Businesses

Getting into video marketing often comes highly recommended for almost all types of businesses, but many companies are still reluctant to make the necessary investment. Perhaps it’s understandable to react this way when you’re told you need to be doing something that you’ve been doing fine without until now.

It’s not just a matter of the potential benefits, though. It also comes down to inspiration, because really relevant and innovative ideas won’t always appear out of nowhere. Some marketers simply have one static idea in their minds of what corporate video is, and decide that it’s not worth pursuing for their business.

In fact, this definitely is not the case. There are many different formats and approaches that you can use to create video content for promoting your small business, and many of them cost next to nothing. Here are just a few hints to inspire you.

Use mini marketing videos

If you’re running any individual campaign, on social media for example, don’t just send out a link and tell people about it. Use a short, attention-grabbing video to explain in more detail and persuade people why they should take an interest. You can use these videos on your website and across all your digital marketing channels.

Share customer stories

For many businesses, especially those in the service industry, feedback from past customers is a major marketing tool. Sharing your success stories will probably work best in video form, as a combination of verbal and visual explanations really tells a story in a more engaging way than plain text. Video testimonials promote your own business as well as your client’s if you’re in a B2B market, so they’re mutually beneficial.

Provide your expert advice

A great strategy for content marketing should be to offer something of value which helps users, while establishing your brand as a voice of authority in your niche. Video is an ideal way to provide tutorials or explanations in a more engaging format, plus you can feature specific people within your team to talk about a particular topic, which comes across as a very personal approach.

5 Types Of Business Video You Should Be Using

Often, people take a simplistic view of corporate video and the options available. Most promotional business videos will take the form of short adverts or explainer videos, which can be extremely effective for a wide range of businesses, but it’s important to remember there are many other possibilities.

Another common mistake is thinking that once you have “a video”, you’ve done your video marketing and that’s the end of the task. Ideally you should actually be using a range of promotional video tactics to create your brand over time, and experiment with different videos as well as different methods of distributing and promoting them.
Read more

Business Video Marketing On Different Social Channels

It’s impossible to talk about video marketing without considering the role of social media and its impact on how all businesses conduct their marketing efforts. Recent trends on social networking channels have been highly focused on video content, because there’s a wealth of evidence to support the fact that video is the most engaging form of content and makes better business sense than any alternative.

Now that the leading names in social media have all updated their platforms to support video a lot more seamlessly than they could a few years ago, it’s just as easy to share your corporate video with a wide audience online as it is to share a photo or status update. Paid promotion is also easier than ever, so you can extend that reach even further for just a few pounds.
Read more

How To Create Fantastic Product Videos

Selling products online is much easier when you have a brilliant video to promote them. Your videos need to serve a few simple functions, primarily informing buyers about what your product does and how they could benefit from owning it.

However, in order to generate a real sense of excitement or another emotional response, you need to take your corporate or product video to the next level. Here we lay out some guidance for getting better results.
Read more

seo videos

How Videos Can Be A Shortcut To The Top Of Google

If you’re focusing your marketing efforts on your website, a major part of your strategy probably is (or should be) to get higher organic rankings on search engines. Google is the main target, since it handles over 87% of all search queries.

Search engine optimisation (SEO) actually goes hand in hand with business video and video marketing for a number of reasons, so you’d be wise to consider investing in this route if your goal is to improve your rankings. Here are a few ways in which video can help. Read more

Current Trends In Video Marketing

Video marketing is a rapidly changing field, and nothing is certain. 2016 showed us that major shifts in how things work in this area can be completely unexpected, such as the massive marketing push behind Facebook Live and the first viral augmented reality breakthrough in the form of Pokémon GO.

However, we do know what’s happening right now in the world of business video which should give marketers and business owners a pretty good idea of what direction they might want to head in. Here are a few current trends that tend to be overlooked.
Read more

fashion video

Why Online Video Works In The Fashion Industry

Social media marketing is now hugely important across almost all industries who want to reach a target audience on a regular basis and really engage with them to build relationships. Few fields lend themselves so well to social platforms as the fashion industry, and video is the most important media for making this work.

Why? Here are a few key points explaining how fashion videos are the ideal online marketing solution for brands trying to increase their reach (and their sales).
Read more