Video Marketing

by Phil Aston Phil Aston No Comments

Should you advertise on Facebook or Google Adwords?

Video Transcription Below

Now, the thing to remember is on Google Adwords, when people search they are in the mood to purchase. They are looking for a solution to a problem or something they would like to do, so they are actually in the mode of buying. So if you are trying to book a restaurant or somewhere to stay for a holiday and you see an advert it is essentially answering your query so you are thinking about purchasing.

On Facebook or any kind of social media advertising you are interrupting people . They are busy minding their own business, looking at things that they like and your advert appears and interrupts their newsfeed. It may interest them enough to take them away to find out more about it, but they were not thinking about buying your product or service, so that is the difference.

What this means is that both strategies will work, but the Facebook route with take longer as you will need to engage with people and build trust. However, when they do purchase or book with you they are more likely to share with all their friends giving you a much larger audience with a personal recommendation added in . So the benefits of advertising on Facebook will be far reaching.

My advice would be to start with Facebook Advertising and then look at Google Adwords. You can experiment with a smaller budget and have excellent targeting with Facebook.

It also does depend on what you are trying to sell. If you are an accommodation provider and have some late availability, then Google Adwords is going to work better for you than Facebook.

If you would like any help or advice with Facebook Advertising or Google Adwords then please get in touch.

Thanks
Phil
Genius Loci Media | +44(0)1736 -719342

by Phil Aston Phil Aston No Comments

5 Tips To Increase Your Hotel and Accommodation Bookings

5 tips to increase accommodation bookings

The first thing to realise is that marketing has changed.  What worked before no longer does and those fixed budgets need to be more flexible. The biggest change is how your guests now consume media and how quickly they can share, read reviews and move on to other websites and portals.

Here are my tips for increasing your bookings:

1. SEO

Make sure your website and social media posts use keywords and phrases which really have traffic behind them.  SEO should be an ongoing part of the other four activities below from YouTube tags to your image tags within your blog posts.

2. Blogging

This from experience seems to be a real issue for many websites in the tourism sector. The issue for many is trying to find something to write about and then worrying how long the post should be!

My advice is to think of documenting rather than creating. This way the content almost finds itself. Short videos of the scene on your doorstep, photos of your chef’s latest creation, local events, staff news, guest feedback and photos.
Blog posts can be just a few lines with images and with your SEO activity build up a lot of authority for your business. (Try and ensure your posts relate to the area your business is in).

NB: You will find that some of your social media posts would make good blog posts. Remember you are trying to get people to your website so use this as your main platform and share from here.

3. Google Adwords

The top search terms on mobile are nearly all Ads and most of your guests are using mobile so an Adwords strategy is important. This is where your SEO and keyword research will be useful in helping you to target more efficiently. Also think of targeting mobile users when they are most likely to be looking. So travel times and work breaks for example.

Also set up a corresponding landing page on your website. When your prospective guest arrives on your website, don’t make them think. The call to action should be obvious.

4 Social Media

You may be thinking you do a lot of this already, you post on Facebook, send a few tweets and update your website offers but is it a co-ordinated strategy?  This is not just about making noise and posting using your PR tone of voice. It is about being authentic and real.

Social media is still producing mixed results in many areas of Tourism and this is because some people see it as an extension of search or Google Adwords. Advertising on Social is not the same as Google.

On Google people are searching for a specific service or an answer to a problem. They are in the mindset to buy. So if I search for a hotel in Cornwall and I see Ads for hotels with offers I am more likely to click on them.

On social media I am not looking for your business, I am scrolling through my newsfeed looking at things that interest me when your Ad interrupts me. If I click through I am less likely to to take up your accommodation immediately but I might like the page for later reference. This is why building a relationship and trust with your social media audience is so important.

Also remember your social media fans expect an immediate response to any question they have.

It is also important to interact with ALL social media reviews. Your social media audience have the ability to share your posts and recommend you far and wide.

Getting into people’s news feeds on social media is just as important as getting a high position in Google.  I would also recommend posting to Google Plus as this does help for local searches.

5. Video Marketing

Visual is everything. People watch more than read on mobile…it’s easier!
I am not talking about spending £1000s on a corporate video that sits on your home page for 12 months but short 30 / 60 second clips which document what is going on within your business or the local area. These should be on your blog posts, YouTube, Twitter, Facebook and Instagram.

Getting out from behind your corporate logo will build trust and make you stand out from the crowd. Your content becomes easy to share and reach a larger audience.
Clips can be shot on your smart phone with logos, call to actions added afterwards.

If you need any help in within your business relating to the topics raised in this post please get in touch.

Phil Aston

01736 719342

by Phil Aston Phil Aston No Comments

Shoot I Shoot Video in Landscape or Square Formats?

video marketing landscape or square

If you had asked me this before reading the report below from ‘Buffer’  I would have said ‘Landscape’ every time.

However I am now not so sure.

The report states Landscape works best on desktop but where are most people when they watch video on social media? They are on their mobile phones. In fact 92% of people who access Facebook do this via their mobile phone.

Square video takes up 78% more room on a mobile screen and the stats show that you can get almost 40% more views and 80% more engagement from using a square video on Facebook and Instagram.

It worth noting that the latest ‘Clips’ App from IOS only shoots in square format.

Does this mean you choose one format over the other?
It really depends where you audience is and what you are trying to achieve.

For YouTube / Vimeo you should always use ‘Landscape’ but for short videos on Social Media I would experiment with ‘Square’ video edits.

Video Marketing is changing and the days of just uploading your footage in one format and to one platform like YouTube are gone. You now need to have a separate edits and uploads for Facebook, Instagram and Twitter. It is also worth pointing out that most live streaming is in square format.  The other interesting stat is that longer videos work better in Square Formats as well.

Read the full report from Buffer 

Phil Aston

 

by Phil Aston Phil Aston No Comments

Using Your iPhone for Filming – Video Marketing

Client : Sue Aston : November Skies

We are getting a lot of very positive feedback about this video. One of the key questions being asked is what camera did we use?
The fact is, the whole video was filmed on an iPhone and then edited in After Effects and Premier Pro.
We are doing more and more film edits for clients that have been shot on Smart Phone and we wanted this to be a showcase to show what we can do for you.
If you looking to turn your iPhone footage into a professional looking video for your website or social media then please get in touch.
We can professionally edit your footage, add lower thirds, graphics, branding, music and links to suit you.
Or if you prefer we can do the filming as well for you.

For more information about our video Editing Services please click here

by Phil Aston Phil Aston No Comments

Should I Upload My Video to YouTube or Facebook?

I get asked this question a lot.

The answer is you should upload your video to wherever you have an audience.

Some Examples

YouTube

  • The second largest search engine next to Google and owned by them.
  • This should be your first port of call for uploading your video.
  • You can also promote your videos more cheaply than Google Adwords
  • Easy to share and embed
  • Set up cards for links to your offers, website or funding websites
  • You can also broadcast live from YouTube

Facebook

  • You should always upload your video directly to Facebook as well as YouTube
  • Videos play automatically in Facebook newsfeeds
  • You can add a link or call to action to your website
  • Very easy for people to share and comment

Twitter

  • You can upload up to 140 seconds of video footage
  • Video plays within the newsfeed

Instagram

  • You can upload up to 60 seconds of video footage

Vimeo

  • The benefits are no Ads and you can control what video comes up next.  However, you are missing out on the discoverability of the other platforms

Editing and Branding

A while back all you needed to do was publish your video on YouTube.  What I am suggesting is a bit more work and involves different edits and ensuring you add your branding at each stage. However, this approach will ensure you respect each audience and optimise your video for each platform.

You can also tailor the message for each audience.  Remember that you can re-position your video for other campaigns.

We offer video editing and support via our Digital Marketing and SEO packages – please get in touch if you need any help.

Phil Aston

Genius Loci Media

 

 

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