The advent of technology and the Internet have positively changed the world and businesses that are operating in it today. Geographical barriers have opened up and even small brands can now compete with larger names. Every business has a niche and when you are trying to attract the targeted audience of that niche, it is crucial for you to hand over the responsibility to specialists. Many dental businesses are now turning to video marketing as a part of their SEO strategy for generating better traffic and returns on investment.

Several business websites are showcasing their services and products through the power of audio-visual means. Videos are an effective means to connect with the audience and strike an emotional chord with them. Your targeted audience are able to retain the information you present to them. Video marketing helps you to rank a video webpage top on the search engine results. When this video page is seen in the search results, it will display a small thumbnail.

When businesses resort to video marketing they catch the attention of the targeted audience faster. Video marketing today has taken over traditional SEO as the thumbnail for the video catches the attention of the audience to make them click on the URL and get introduced to the business. Video marketing helps to counter the fierce competition that online businesses face today say SEO experts.

Boost Your Conversions Sales

If you really wish to make a positive impact on your business, you can effectively boost the sales and conversion of your dental business with the aid of video marketing. Customers both present and future get a first hand picture of the services and products you provide. Dental SEO experts state that you can also increase your sales if you have videos for your business. Notable dental SEO expert Sand Crest says that you should make short and crisp videos for your business. The message should be conveyed to the targeted audience within 2-3 minutes.

Create A Direct Impact On The Audience

Visuals can boost customer engagement and do wonders for your business as moving images are able to create a positive impact on customers who are searching for credible dental services. You can give them an accurate glimpse into your business in just a few minutes so that they contact you for further business. Online dental websites who are using the power of video marketing have effectively been able to progress better over their counterparts that are still using traditional SEO techniques.

Therefore, if you are really looking for success for your online dental business, it is time for you to turn towards the power of video marketing. You can get special SEO experts to help you make high resolution videos for your business. With them you are able to connect with the targeted audience and strike a direct chord with them. Moreover, when it comes to lead conversions and sales, you can increase them multi-fold with this simple yet powerful SEO strategy.

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Compliance is a growing concern for marketers but risks can be minimised with good marketing operations, according to Jon Williams, senior vice president international, Aprimo.

“Most marketers work under some form of compliance, and really what we try and do with good marketing operations is to make that as easy and as simple and straightforward as possible,” he told Which-50 in an interview.

Once only a major concern for certain industries like finance and pharmaceutics, the compliance issue is now on most marketing leaders’ horizons, Williams said. Marketing operations can help both marketers and regulators with improved transparency, according to Williams.

“You’re looking to make the marketer’s job easier in that respect so that compliance isn’t something that they’re concerned about, that takes up headspace and they have to think about, but it’s just something that’s a natural part of what they do as efficiently and easily as possible,” Williams explained.

A good marketing operations platform gives regulators improved transparency, which is important when marketers are pushing the boundary, Williams said.

“It gives the regulators confidence to say, yeah this is new ground and it’s acceptable ground. And it’s new value for that business as well.”

About the author

Sean Campbell is a solutions consultant for Aprimo. He has worked with leading brands in the US, Europe, and APAC, helping them to transform their marketing operations. Andrew Birmingham is the director of the Which-50 Digital Intelligence Unit, of which Aprimo is a Corporate Member. Our members provide their insights and expertise for the benefit of the Which-50 community. Membership fees apply.

HUDSON, Ohio – Nearly 75 years after JOANN Stores was started by two Cleveland families, the fabrics and crafts retailer is launching a revitalized brand today and a new digital marketing campaign with videos and a new app that encourages customers to publish their own projects.

At a time when retailers continue to struggle in a tough economic landscape, the Hudson-based retailer continues to open brick-and-mortar stores, with 867 locations nationwide. But the craft store is also ramping up its eCommerce business with an online learning community and mobile applications.

Chris DiTullio, senior vice president, marketing and omni-channel at JOANN

Chris DiTullio, senior vice president, marketing and omni-channel at JOANN, said customer participation in in-store classes is up 10 percent from the previous year at 600 stores nationwide. At the same time, new technologies are helping the retailer build a seamless, personalized experience across the business. The company recently acquired Creativebug, a subscription-based online video provider that offers a wide range of how-to crafting classes.

« As shoppers’ behaviors and preferences evolve, we need to adapt the way we connect with them, » DiTullio said. « We’re committed to the longtime loyalists coming in to our stores, as well as the next generation of creators who want to shop, learn and share wherever they are. »

The company reports its new app is an industry-first tool that enables users to publish their own projects with photos, videos and even music.

It’s exciting, DiTullio said, because it offers something no other craft retailer does, « the ability for customers to confidently share their finished projects with us, and with friends, family and one another as well. »

Users can also shop for supplies, find project ideas and redeem mobile coupons as they find and share their project How-To’s.

The new customer feature series, includes a YouTube video that illustrates how the retailer is rapidly adopting new technologies to succeed in the competitive retail marketplace, while celebrating and staying true to its founders’ core purpose: inspiring creativity in everyone.

From a master seamstress whose favorite music is her sewing machine, to a social knitter whose stitches mend hearts, to an apparel entrepreneur who employs refugee women, the company highlights a wide range of customers in it’s latest marketing efforts.

Seven years ago, the company founded in 1943, was acquired by Leonard Green Partners LP, a Los Angeles private equity firm, for $1.6 billion. A major rival of Michaels, JOANN now operates more in 49 states, as well as its e-commerce site Joann.com, and three distribution centers in Hudson, Visalia, California and Opelika, Alabama. JOANN employs more than 23,000 nationwide.

« We are incredibly proud to be a creative retail mainstay for more than seven decades, » said Jill Soltau, president and CEO of JOANN, said in a statement.

« As we approach our 75th year in business, we are revitalizing the brand while celebrating our history and telling the story behind our core purpose. Because it isn’t only our story – it’s the story of each of our customers, and how they are finding their passions, inspiring others and creating lasting memories, » she said.

« It’s a unique honor to be a part of something that’s special to so many, and we are thrilled to celebrate the handmade legacies of past, present and future generations. »

YouTube has begun experimenting with live viewer counts, so you know how many people are watching videos at the same time as them.

As spotted by Android Police, the server-side test is being run within the Android version of the YouTube app, and sees text positioned below the title and above the like, dislike, share and Add to buttons – but isn’t very noticeable at all. This text, as you can imagine, simply displays the number of people watching while at the same time as the user in real-time, taking the place of the overall standard view count.

The in-app test hasn’t previously appeared on any other YouTube platform – though it looks very similar to the view count that the Google-owned video sharing site implements on its live videos.

YouTube recently introduced a new sharing feature to its mobile app. The feature enables users to share video with friends and family directly on YouTube, and engage in conversation about the shared video – essentially turning the platform into a mobile messaging service.

Watch will showcase original TV shows, both live and recorded, and will be personalised for users.

The new tab, called « Watch », was announced by the social media giant last night in a blog post.

Watch will showcase original TV shows, both live and recorded, and will be personalised for users with an algorithm organised around what the user likes and what their friends are watching.

« We’ve learned from Facebook Live that people’s comments and reactions to a video are often as much a part of the experience as the video itself. So when you watch a show, you can see comments and connect with friends and other viewers while watching, or participate in a dedicated Facebook Group for the show, » Facebook said in the blog post.

Watch is being introduced to « a limited group of people » in the US first, Facebook said, but the plan is to roll it out wide « soon ».

The announcement comes a day before Snapchat’s second-quarter earnings, which is expected to be released later today after markets close in the US. Facebook’s move into higher-quality video could be attractive to a younger audience that is increasingly using Snapchat.

See also: CME providers use Facebook Live to educate doctors

In a Facebook post, chief executive Mark Zuckerberg added: « We believe it’s possible to rethink a lot of experiences through the lens of building community — including watching video. Watching a show doesn’t have to be passive. It can be a chance to share an experience and bring people together who care about the same things. »

This story first appeared in Campaign UK.

Almost every day, a viral video pops up, seemingly out of nowhere, and swiftly takes the Web by storm, amassing millions of views, shares and Press hits along the way.

With that much social attention up for grabs, it’s not just YouTube and Instagram power users or the staff at Buzzfeed who can benefit from understanding the tips and tricks of viral video content creation – marketing leaders must, too.

« No matter the size or budget of a company, in the end, everyone is pursuing similar marketing goals that either help better explain their product or service to new potential consumers or to build a brand’s trust, » says Poonam Jangir, CEO and digital marketing director at Umbrella Media UAE.

And research upon research reveals that among all the types of marketing content on the Web, video is the most effective tool to achieve those goals.

On average, video content is shared on social media 12 times more than regular images and 85 per cent of consumers are more likely to buy a product or service after watching a marketing video, according to Wistia, a video hosting platform for businesses. This may be why nearly 52 per cent of marketers worldwide choose video as the content with the best return on investment, based on statistics released by eMarketeer.

« Viral marketing harnesses the power of the Internet by identifying and delivering a marketing message to online communities and individuals that have a high social networking potential in hope that the message will be replicated and passed along, » Lahle Wolfe, CEO of LA Wolfe Marketing, writes for The Balance.

Essentially, any video that strikes a chord with enough people to pass it along to others has the potential to go viral.

But wanting to launch a viral video and executing it are two very different things – and as more businesses create videos, the competition for attention is only constantly increasing.

So what does it take for a piece of content to go viral?

The fact is that there is no easy answer to those questions, Jangir points out.

« You may as well read an instruction manual on how to win the lottery, » she says. « Yes, you might pick up a few tips, but any success will be purely accidental. »

Jangir has recently been working on a series of video showcasing vegan food in UAE-based restaurants. On average, the videos get shared a few thousand times in the first few hours of their release on Facebook. There are various types of video content and you should choose wisely which will help you achieve your specific marketing objectives, she explains.

This is because different types of video content will help you achieve different marketing goals. Educational videos, for example, are great for building brand awareness while animated explainer videos are perfect for pitching your company and product demo videos showcase your product’s features in detail. « Knowing when to choose the right type is the key to making content that consumers not only appreciate but also want to share further, » says Jangir.

And the more people who share your video, the more likely it will go viral. The operative word in all successful marketing campaigns is, in fact, ‘shared’.

« If you’re going to spend the time and money to create a beautiful, high production video, you want to make sure the result is shareable, » she adds. And video’s popularity is only going to continue increasing: today, social video generates 1,200 per cent more shares than text and images combined.

« This is why marketers need to create new ways to take advantage in ways that are different from competition, » says Jangir, « and the only way to beat competition is by creating better content. »

She added that an easy yet effective way to initiate this approach is by asking internally if there is something that can be improved upon or, better yet, something not being done that can be implemented to stand out?

« In an increasingly digital world, where you’re able to track shares, engagement, likes and more for each piece of content, your data tells a story and will let you know when know something isn’t working, » she added.

Creating the best possible content is a good start, of course, and promoting that content should be the next step.

For more established brands, an existing network of fans and followers on social media networks such as Facebook and Twitter can be powerful, as can links with the blogger community. After all, it is the people already loyal to a brand that are more likely to share branded content with their own friends, followers and readers.

This increases the chances of a message going viral by purposely and strategically mass promoting a message.

So, in order for a brand to produce the next Internet sensation, it needs a story worth sharing, the ability to tell it differently from competitors, optimise it all with data and a lot of luck.

The writer is a freelance writer based in Dubai. Views expressed are her own and do not reflect the newspaper’s policy.

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Almost every day, a viral video pops up, seemingly out of nowhere, and swiftly takes the Web by storm, amassing millions of views, shares and Press hits along the way.

With that much social attention up for grabs, it’s not just YouTube and Instagram power users or the staff at Buzzfeed who can benefit from understanding the tips and tricks of viral video content creation – marketing leaders must, too.

« No matter the size or budget of a company, in the end, everyone is pursuing similar marketing goals that either help better explain their product or service to new potential consumers or to build a brand’s trust, » says Poonam Jangir, CEO and digital marketing director at Umbrella Media UAE.

And research upon research reveals that among all the types of marketing content on the Web, video is the most effective tool to achieve those goals.

On average, video content is shared on social media 12 times more than regular images and 85 per cent of consumers are more likely to buy a product or service after watching a marketing video, according to Wistia, a video hosting platform for businesses. This may be why nearly 52 per cent of marketers worldwide choose video as the content with the best return on investment, based on statistics released by eMarketeer.

« Viral marketing harnesses the power of the Internet by identifying and delivering a marketing message to online communities and individuals that have a high social networking potential in hope that the message will be replicated and passed along, » Lahle Wolfe, CEO of LA Wolfe Marketing, writes for The Balance.

Essentially, any video that strikes a chord with enough people to pass it along to others has the potential to go viral.

But wanting to launch a viral video and executing it are two very different things – and as more businesses create videos, the competition for attention is only constantly increasing.

So what does it take for a piece of content to go viral?

The fact is that there is no easy answer to those questions, Jangir points out.

« You may as well read an instruction manual on how to win the lottery, » she says. « Yes, you might pick up a few tips, but any success will be purely accidental. »

Jangir has recently been working on a series of video showcasing vegan food in UAE-based restaurants. On average, the videos get shared a few thousand times in the first few hours of their release on Facebook. There are various types of video content and you should choose wisely which will help you achieve your specific marketing objectives, she explains.

This is because different types of video content will help you achieve different marketing goals. Educational videos, for example, are great for building brand awareness while animated explainer videos are perfect for pitching your company and product demo videos showcase your product’s features in detail. « Knowing when to choose the right type is the key to making content that consumers not only appreciate but also want to share further, » says Jangir.

And the more people who share your video, the more likely it will go viral. The operative word in all successful marketing campaigns is, in fact, ‘shared’.

« If you’re going to spend the time and money to create a beautiful, high production video, you want to make sure the result is shareable, » she adds. And video’s popularity is only going to continue increasing: today, social video generates 1,200 per cent more shares than text and images combined.

« This is why marketers need to create new ways to take advantage in ways that are different from competition, » says Jangir, « and the only way to beat competition is by creating better content. »

She added that an easy yet effective way to initiate this approach is by asking internally if there is something that can be improved upon or, better yet, something not being done that can be implemented to stand out?

« In an increasingly digital world, where you’re able to track shares, engagement, likes and more for each piece of content, your data tells a story and will let you know when know something isn’t working, » she added.

Creating the best possible content is a good start, of course, and promoting that content should be the next step.

For more established brands, an existing network of fans and followers on social media networks such as Facebook and Twitter can be powerful, as can links with the blogger community. After all, it is the people already loyal to a brand that are more likely to share branded content with their own friends, followers and readers.

This increases the chances of a message going viral by purposely and strategically mass promoting a message.

So, in order for a brand to produce the next Internet sensation, it needs a story worth sharing, the ability to tell it differently from competitors, optimise it all with data and a lot of luck.

The writer is a freelance writer based in Dubai. Views expressed are her own and do not reflect the newspaper’s policy.

• Share
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• 
  

<!–

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• 
  
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• Technology

  The secret to viral video marketing

  It’s the most effective tool on the Web. Are you sure you’re striking … READ MORE

• Technology

  DigiTrans Forum announces first set of speakers…

  As leading companies embrace biometrics, AI, and other digital… READ MORE

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  80M MR devices, 64.8M VR headsets to be sold by 2020 READ MORE

• Mobiles

  ‘iPhone 8’ to come in three colours and… short…

  ‘Fast charging’ support to come, though compatible charger may be… READ MORE

• Government

  Now, work from home in UAE with new system

  ‘Remote Work’ system introduced READ MORE

• Dubai

  Dubai cops honoured for helping stranded driver

  One of them pushed a stalled car on a busy Dubai road, while another… READ MORE

• Crime

  Tourists jailed for raping drunk woman in Dubai…

  The Court of First Instance convicted them on Wednesday of charges of … READ MORE

• Nation

  Ban ‘Mariam’ game, say social experts in UAE

  They feel it can abuse one’s privacy READ MORE

Video sells.

It outpaces all other forms of digital content, and it’s projected that
video will account for over
80 percent of all consumer internet traffic by 2021.

As global screen time increases, video has become a popular tool for
medical marketing. With the right strategy in place, your marketing team
can employ this format to tell stories and communicate messages in an
immediate, compelling manner.

Here are three pharmaceutical companies that have seen healthy returns with
their approach to digital video:

Aptamil: The gift of future health

Aptamil produces a range of baby milk and follow-on formulas, ensuring
infants get much-needed nutrients. However, what’s fantastic about its
marketing team’s approach is that they promote the Aptaclub community rather than
letting the product take center stage.

Any new or expectant parent knows that pregnancy, birth and neonatal care
are challenging but ultimately very rewarding, and there are a million
questions racing through a parent’s mind every step of the way.

Aptaclub has produced scores of videos offering valuable information and
tips, such as
How To Deal with Reflux in Babies. The emphasis is on creating a portal that keeps the target audience
engaged, building brand loyalty.

[FREE DOWNLOAD: The Power of Health Care Online Ratings and Reviews]

Roche: Future treatments for hemophilia

Animation can simplify complex messages, and this series of short videos
from Roche helps to explain hemophilia and how the company’s innovative
treatments can benefit those affected.

The slogan “Doing now what patients need next” appears at end of each
video, underlining Roche’s commitment to research and pioneering future
treatments.

Nivea Sun: You do, they follow

This video, created in association with Cancer Research UK, reminds parents
and guardians about the importance of teaching children how to apply
sunscreen. Emotions are at play, with several references to how children
look up to and learn from adults, reinforcing the need to encourage good
habits.

Jon Mowat runs the

UK video production company Hurricane. Follow
@HurricaneMedia on Twitter, and connect with Jon on
LinkedIn.

(Image via)

We’ve all heard the saying, ‘A picture is worth a thousand words’. Well, study after study has shown that consumers are more likely to share, comment, and ‘like” a picture if it’s in the form of video.

Video is the future of marketing. It’s really that simple. You see it everywhere – on TV, billboards, social media, text messages, and online advertisements. You can’t go on Facebook, Twitter, or pretty much any news site without being presented with a video of some kind. Seriously – it’s everywhere, and only looks to continue growing.

More businesses are launching video marketing campaigns and achieving success because of it. Here are some reason why video is becoming one of the most popular ways a business can connect with customers.

• Video expresses ideas quickly – In case you haven’t noticed, we are in the midst of an attention-driven economy. The average attention span is only seven seconds. That means you only have a few seconds to grab the attention of a potential customer or it will immediately go out the window. The task of marketing your business in todays world is to communicate loads of information at lightning speed. Video is able to do this much more efficiently than text images. Research suggests that 90% of information transmitted to the brain is visual, and visuals are processed in the brain at 60,000 times the speed of text.

• Video creates an emotional connection – Have you ever noticed that when someone smiles or cries in a movie, you find yourself making a similar expression? Your brain reacts with an emotional response that is similar to how you would feel in the situation. As humans, we are an emotional species and video engages these emotions in a way that text simply can’t. Videos engage multiple senses and play a huge role in our behavior and decision making.

• Video is memorable – Human beings are visual creatures. The human brain is hardwired to process information in the form or stories. Therefore, people are much more likely to remember a video more than reading text. In one study, an impressive 80% of viewers recalled a video advertisement they had seen in the past 30 days. In todays fast-paced society, customers are now expecting video to explain an idea, showcase a product, or introduce them to a company.

• Video triggers action – People are 10 times more likely to share, embed, and comment on a video as opposed to other types of media. A video is more likely to be watched if it has already been shared, commented on or liked by someone they know. Those who watch videos are also more likely to become a customer and purchase something than those who don’t.

• Video can be easy to produce – It’’s never been easier to create videos of your own. Almost everyone has instant access to filming, editing and publishing videos. The major social networks such as Facebook, Twitter, Instagram, and LinkedIn have all made it easier to upload, view and share videos.

At the end of the day, businesses cannot ignore the value of video content. We live in a world where visuals do the talking. Whether you’re trying to teach something, sell something, align someone with your brand, or just create a bond, video is the way to go.