how to develop a visual content marketing strategy
DESCRIPTION
Jason Miles, author of “Instagram Power”, shares How to Develop a Visual Content Marketing strategy for brands to deepen engagement with their customers and reach new ones. View this ReadyPulse webinar to learn how to utilize each social network, and what you will gain from leveraging the power of user generated content in your marketing. Watch Presentation: http://vimeo.com/100519811 Download Transcript: http://ww2.readypulse.com/wp-content/uploads/2014/07/ReadyPulse-Webinar-How-To-Develop-a-Visual-Content-Marketing-Strategy-Transcript.docxTRANSCRIPT
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Pictures Worth 1,000 Words
Developing a visual content marketing strategy
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CEO at Liberty Jane Clothing. Bestselling author of
Instagram Power, Pinterest Power, and Youtube Marketing
Power
About Me
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www.pixiefaire.com
See Our Work On…
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Our Stats…
41,000 Subscribers
13,000 Subscriber
s
35,000Fans
10,500 Subscribers
5,600 Subscribe
rs
52,223 orders in the last 90 days12,765 customers in the last 90 daysOver 30,000 patterns downloaded in May
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Photos on Facebook receive 53% more likes than the average post
(Hubspot)
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Pinterest is now the 4th highest source of online traffic after organic search, direct typing of a URL, and Facebook.
(Shareaholic)
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26% of 18-29 year olds use Snapchat(Pew)
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Opportunities On Instagam
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200 Million Monthly Active Users(Instagram blog)
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71% of Interbrand’s top 100 brands are on Instagram (Simply Measured)
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1/3rd have more than 10,000 Instagram followers,
19% have more than 100,000 (Simply Measured)
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83% of Instagram posts include at least one hashtag(Simply Measured)
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28% of U.S. Internet users between 18-29 use Instagram
(Pew)
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On April 3rd 2012 Instagram for Android was released and downloaded more than 1 million times in the first day
*That same month is it was purchased by Facebook for roughly 1 Billion in Cash & Stock
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Instagram Strategies
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1. Establish your corporate profile2. Share quality images regularly3. Choose a few tactics to test4. Invite your existing fans &
followers to follow you on Instagram
5. Integrate it into your social sharing buttons & invitations.
6. Add images to Instagram 1st – then share them to your FB Fanpage.
7. ID, score & then engage with UGC8. Integrate it into your site/sales
process
Basic Blueprint…
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Instagram has two types of content…
1. Images 2. Videos
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1. App (Iphone & Android)
2. Web-version
Instagram has two viewing methods…
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#8 – Profile Name
#9 – Account Description
#7 – Profile Picture
#10 – Account URL
#1 - Product Name
#2 – Brand/Logo
#3 – Product Image
#4 – On-Image Description
#5 – Comments & Responses To
Comments
#6 – The Post Description &
Hashtags
Ten Selling Elements Of An Instagram Image
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Attention
Interest
Desire Action
How The AIDA Model Can Be Adapted To Instagram
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The AIDA ModelOn Instagram
Attention
Interest
Desire
Action
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The AIDA ModelOn Instagram
Note The Engagement
Note The URLs
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Classic…Serial Method Too
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You don’t have the luxury of using a clickable URL to drive traffic to
product pages on the web.
Primary ChallengesOn Instagram
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Discount/Coupon codes
Hashtags
Simple CTA language
(non-clickable) URLS
800 numbers
Instead Consider
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User Generated Content (UGC) is marketing gold!
Work to…
1. Identify it via hashtags or submission tools
2. Score it to find key influencers3. Use it (with permission) on your
website/social sites4. Integrate it with your sales process
How To Leverage UGC
Our tool of choice is ReadyPulse
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How We’re Leveraging UGC
Step One: A UGC Slider On Our Homepage(June 2014)
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How We’re Leveraging UGC
39,000 Views6,910 Content Clicks
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How We’re Leveraging UGC
Step Two: Our Inspiration Page(July 2014)
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How We’re Leveraging UGC
11,258 Views6,918 Content Clicks
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How We’re Leveraging UGC
Step Three: Product Integration – Hover Over
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How We’re Leveraging UGC
Step Four: Product Integration – Buy Now Buttons
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Our Next Steps…
A Brand Ambassador Program
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Obvious WinsThe community engagement around these pages
has been very solid – people enjoy participating
Adding UCG is social proof and provides real credibility at both the site and product
levels
Our fans and followers feel honored & “rewarded”
when their content is used
The 3rd party endorsement baked into the UGC adds a testimonial flavor – I call it a
“visual testimonial”
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The Visual Testimonial
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Things We’re Watching
What’s the long-term ecommerce value we’ll derive from this functionality?
Is there any potential downside we haven’t considered?
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Examples
www.tartcollections.com
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Examples
www.smithoptics.com
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Examples
www.coolasuncare.com
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Follow me on Instagram & Twitter…
@mrjasonmiles
Q&A & Thanks!
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Available in storesNationwide
Instagram Power
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Thank you for watching ReadyPulse’s webinar: How to Develop a Visual Content Marketing Strategy!readypulse.com
@readypulse
@mrjasonmiles