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The Different Kinds Of Videos And When To Use Them



Video marketing has soared and been on the incline over the past 6 years. Rewind to 2016, and a modest 61% of businesses used video to market their brand. 

One year later, in 2017, we saw an increase to 63%. 

Between 2017 and 2018, there was a real jump which proves how helpful video marketing is for business owners. A massive 81%, meaning an 18% increase, of business owners hopped on board the video marketing train.

And for good reason. 

Online video views are rising by 100% every single year. 

Business owners are eager to reap the benefits of video marketing to expand their brand’s reputation, provide value for their demographic, and, ultimately, increase their revenue.

But so many business owners fall into the trap of thinking there is only one type of video. This is playing blackjack with your marketing strategy and leaving it up to fate (or luck) as to whether the messaging sticks or not. This is exactly where you should consider taking the help of a video production company.

This post will help demist the confusion surrounding the different types of videos and when to use them.

Sales Generation Videos

When you hear ‘sales generation videos,’ it’s unsurprising if your mind goes straight to ‘commercials.’ Television and radio commercials still play a decisive role, but with the internet swiftly dominating both of these platforms, marketers are changing their approach to fit with our online era. 

Ads On Streaming Services 

Online ads on streaming services wear the same costume as the ads you initially thought of for television and radio. Commercial style adverts are valuable nationally and locally to promote your product or service and, ultimately, increase sales.

Use ads on streaming services when you’re launching a product or service. 

Brand Awareness Videos

Brand awareness videos are crafted to solidify your online presence and expand brand awareness. This could include behind-the-scenes clips, company montages, or meet the team videos, which will introduce your brand and convey a sense of human empathy. 

The purpose here is to build trust, a solid reputation, and become a household brand within the industry. 

Use brand awareness videos to cultivate more leads, and keep them warm throughout time. 

Humorous Videos

Sometimes, there’s nothing stronger than laughter. Humor is a persuasive technique and is used by many marketers. These types of videos act as a great hook and convey your brand’s personality. While crafting humorous words can bring a smile, creating a funny video is almost always more effective, resulting in physical laughter and warmth. 

Use funny videos to expand your reach and show your leads a warm brand persona. 

Product Specific Videos

Product-specific videos revolve exclusively around your product, and they’re an excellent method to convey the unique value proposition of your brand. 

Product Demonstration Videos

These videos are compelling because it brings the product to life. While photos can be misleading, it’s much harder to edit clips – especially if you’re using the product in real-time. A product demonstration video also allows you to show off the specific vital benefits, allowing you to maximize your message while highlighting the most critical features and profound benefits. 

Use product demonstration videos to show your leads how easy or effective your product is and highlight the critical differences between your product and your competitor’s. 

Lifestyle Videos

Lifestyle videos work in the same way as product demonstration videos. While a product demonstration video revolves around how the product works, a lifestyle video allows people to see your products or services in real-life scenarios. 

This works in the same way as providing solid social proof and helps to build assurance and minimize objections. 

Use lifestyle videos to allow your watchers to emotionally connect to those using your product.

Testimonial Videos

Testimonial videos work based on building trust and credibility. Testimonials – whether they’re written or recorded – are powerful tools. While the written reviews deliver a message, filmed reviews are far more powerful, adding an extra layer of trust. 

Use testimonial videos to show your viewers that you’re reputable with satisfied customers or clients. 

Educational Videos 

Educational videos are jam-packed with value. It’s this value that leads to solid conversion – whether that’s the conversion of leads, visitors, or sales. 

The vast majority of educational training videos require a long-term strategy, however, should you get them right, the rewards can be at a higher conversion rate than paid ads. 

Explainer Videos 

Explainer videos are usually short to the point. They’re crafted with the apparent purpose of explaining certain aspects of your product or service. These are slightly different from product demonstration videos, as a product demonstration video focuses on the product as a whole. An explainer video, however, dives deep into certain features or benefits. 

Use explainer videos to convey the most desirable benefits or features of your product or service in-depth. Ensure you empathize with your demographic and pick an element that solves their problem. 

How-To Videos

If you’re posting regular ‘how to’ videos, it’d be helpful to consider posting to YouTube, as this is generally where most users go for video instruction manuals.

How-to videos are fantastic to break down instructions into uncomplicated, step-by-step demonstrations. They can revolve around your product or service or other difficulties within your industry that can link to your product. 

Use how-to videos to showcase your brand’s expertise and establish yourself as an authority within the industry.

Webinar Videos 

The term ‘webinar’ combines ‘web,’ as in ‘online,’ and ‘seminar.’ It’s essentially a virtual class, with a prime focus on learning. These are often streamed live, but they can be pre-recorded. Due to COVID19 and the need to social distance, webinars have become increasingly popular with many big and small businesses. 

With remote working and the dependency on the internet for business owners, webinars are an excellent tool to provide training to teams or teach your audience a skillset that links to your product or service. 

Use webinar videos to teach an online class. This could be to your team as professional development or a lead magnet to capture leads for your email list. Webinars, like how-to videos, position your brand as experts within the industry. 

Why Choose Video Marketing? 

Before you hit the recording studio, let’s finalize by reviewing the benefits of online video marketing

Using videos as a business owner means you’re able to:

  • Build a relationship, develop trust, and grow a steady rapport with your demographic
  • Generate higher levels of interest in your products or services
  • Hook watchers far more effectively than written content 
  • Enforce more vital call to actions 
  • Position your brand as a thought leader within the field
  • Show the world your brand’s ethos and values, allowing you to be relatable to your audience

Ultimately, video helps you pave your way to business success. With so many benefits, it’s no wonder why video marketing is soaring in popularity with business owners and marketers. Consider your brand carefully and structure the correct type of video for your audience. Think carefully about the video content they need and which they’ll respond best to.

Torrey Tayenaka is the co-founder and CEO at Sparkhouse, a video marketing production agency. He is often asked to contribute expertise in publications like Entrepreneur, Single Grain and Forbes. Sparkhouse is known for transforming video marketing and advertising into real conversations.Rather than hitting the consumer over the head with blatant ads, Sparkhouse creates interesting, entertaining and useful videos that enrich the lives of his clients’ customers. In addition to Sparkhouse, Torrey has also founded the companies Eva Smart Shower, Litehouse & Forge54.

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5 Strategies To Start Marketing To Gen Z




Attracting different generations to your business means owning and wearing multiple hats all at once. While Millenials have their buying trends and what attracts them, marketing to Gen Z is a whole other ballgame.

Knowing how to capitalize on trends and what a younger audience looks for in brands doesn’t have to cost you thousands of dollars. Learning and taking the time to practice different marketing strategies that other companies use daily will pay off as you begin to attract Gen Z buyers.

1. Invest Time & Effort Into Social Media

Utilizing social media to your advantage can revive an entire company or build it up from the start. Generation Z grew up with technology. They watched it transform in front of their eyes and grasped onto platforms such as social media. They expect the same amount of social media knowledge in return from the companies they interact with. 

Be smart about it and take the time to create original, relatable content that speaks to your brand’s voice. Hire social media experts to break down everything that should and shouldn’t be content that your brand puts out. They’ll be able to actively use social media strategies to make entertaining, quick, and relatable content that will reach Gen Z.

You don’t need to take it too seriously, either. Have fun with social media and use it as an opportunity to connect with people of all ages and backgrounds. 

Look into trends that fit the voice of your company. Interact with other companies or celebrities on these social media platforms to gain recognition and free advertising.

2. Market Your Values

Gen Z looks for brands that do more than the bare minimum. They want a company that uses their platform for good and has the same values they do. Use the values you have as a company, no matter how big or small, to your advantage. Something as simple as giving back to your local community can change how Gen Z perceives your business. 

Employees with the most insight into your business’ culture have the best chance of influencing others and getting your values to be known. Utilize that to your advantage and treat your employees with respect. It will improve your reputation as a company and keep your employees happy and healthy.

You can even try being an advocate for sustainability. 75% of Gen Z say that sustainability in a brand is crucial to them. This can help you grow your company while also helping to save the planet.

3. Earn Their Trust

Unlike Millennials or Gen X, Gen Z doesn’t want the cheesy paid actors who have never used your services. They want a company they can trust and rely on. As they grew up with YouTube, they would be influenced by YouTubers who weren’t getting paid to read off a script but were genuinely trying to give them an unbiased review.

Do your research and look at who the influencers of today are. All it takes is for you to ask them to give an honest review of your company’s services and upload it to their social media. The more significant influencers may require a fee as they get multiple companies a day asking them, so if that’s a little outside your budget, look into either nano or micro-influencers.

Try using blogger outreach to find the right influencers for your type of service. This can quickly narrow your audience and make your company known to the right people.

4. Use A Reward System

Gen Z likes to feel appreciated by the companies they buy from. Starting a rewards system is one of the most common and well-known ways to ensure you create a meaningful bond with customers. Whether you use a point system or try a different method, it gives people an incentive to come back again.

It’s also a great way to keep track of recurring customers and receive feedback about your business. With returning customers, rewarding them after a certain number of purchases or points is harmless to your company and allows them to feel important.

Some standard rewards include:

  • Birthday discounts
  • Sign up rewards
  • 10-20% off select items
  • Exclusive products

5. Quality Over Quantity

The more customers you receive, the harder it may be to keep up with some of your more detailed tasks. Without the attention to detail that you started with, your reputation and quality of services decline as you focus more on the number of customers. 

Gen Z looks for something that will last or something they can reuse without worrying if it will stay together. Finding the right balance between quality and quantity is essential, but focusing on quality each time will automatically bring in the number of customers you were hoping for without taking a toll on your company’s credibility.

If you end up in a situation where managing quality over quantity becomes difficult, try:

  • Reducing your product catalog
  • Hiring seasonal help or part-time workers
  • Outsourcing simple or routine tasks

Why You Should Market To Gen Z

Gen Z dominates in today’s markets. They’re more likely than any other generation to buy products over experiences so it’s essential to grab their attention and gain their support. They can easily take an unknown company and change it into one of the most popular brands within days. 

We’ve seen this happen repeatedly with brands such as Urban Decay and Lululemon, and it’s time to profit. That said, they can also take a well-known company that has been running for years and stain its reputation in the same amount of time. Awareness of your impact and your platform can be the difference between success and failure. 

Using these five marketing strategies correctly and ethically to attract Gen Z buyers can help your company prosper more than ever before. Gen Z is a challenging but influential generation, and getting their attention is not easy, but it is now a necessity to stay competitive.

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How to Develop a Killer Content Marketing Strategy for a Startup (with 5 Examples)



How to Develop a Killer Content Marketing Strategy for a Startup (with 5 Examples)

When it comes to running your own startup, the prospect of finding success can seem pretty grim. According to statistics, about 90% of startups fail, and that failure rate is about the same across all industries. There are many reasons why some startup companies might go belly up, including lack of managerial qualifications, inexperienced founders, and failure to reach the right people.

Another reason for startup failure is the lack of a clear content marketing strategy. And in 2022, there is no excuse for not having one.

Your startup, regardless of how skilled your employees are or how great your product or service is, is not going to get in front of the eyes of your target audience by itself. This is where content marketing comes in. Content marketing costs 62% less than outbound marketing, but it generates three times more leads.

To help you out, we have put together a list of things you need to do to develop a killer content marketing strategy. You’ll also find some useful examples, so read on.

1. Define a Buyer Persona

Researching your target audience and creating a buyer persona will help you figure out who’s going to be buying your product. Obviously, demographic data is a good start, but you need to go beyond that and look at their biggest challenges, pain points, and their interests.

How do you find all of this?

Well, the simplest way would be to ask them using polls, surveys, and focus groups. You can also check out where they hang out online, check your competitors’ followers, and use the data gathered by analytics software.

One of the best examples of defining a buyer persona is Coca-Cola’s original “Share a Coke” campaign launched back in 2011 in Australia, which used personalized Coke bottles. The genius thing about this campaign is that it allowed the company to reach 42% of the population with just 150 different names on their bottles. Plus, they invited everyone to buy a Coke for someone else as well, not just themselves.

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2. Create High-Quality Content

Great content allows you to:

  • engage your audience
  • raise awareness about your brand
  • boost your SEO
  • establish your startup as a thought leader in the industry

Covering every single channel is almost impossible, so you need to decide at least on those that are relevant to your niche and your audience. As for content type, you can’t go wrong with blogs, images, videos, and infographics. Those are the top four formats leveraged by marketers.

For a great content marketing example, take a look at how Somnifix uses its blog not just to promote its products, which help stop snoring, but also to publish useful, actionable content that allows readers to improve the quality of their sleep through other methods, such as proper dieting and exercise. You will also find out everything you’ve ever wanted to know about the science of sleep, snoring, sleep apnea, and other sleep disorders, as well as possible solutions for each.

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3. Share Customer Success Stories

Audiences are tired of being pitched to, which is why so many startups are turning to influencers for collaboration. This can be very effective because your audience gets to hear about your product from someone who is relatable to them rather than some corporate entity.

However, an even better option would be to share success stories featuring your customers. This not only provides social proof but also makes your startup come off as genuine.

BaseLang, an online platform for teaching Spanish, used social proof to its advantage by sharing actual customer testimonials. The platform even came up with a branded hashtag, #BaseLangStories, to spread the word across its social media accounts, which is quite similar to what Coca-Cola did with the #shareacoke campaign.

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4. Create a Content Calendar

The best approach to executing your content marketing strategy would be to create a calendar that contains all there is to know about:

  • the type of content you will be producing
  • frequency of publishing
  • publishing dates
  • relevant links and keywords
  • promotional plans that include distribution channels and budget

How often should you publish? HubSpot has done a fair bit of research on this, and they suggest 3-4 content pieces per week for smaller businesses looking to boost organic traffic, while larger ones should publish 4-5 times weekly.

As for boosting brand awareness, shoot for 1-2 times a week if you’re running a smaller startup, or 3-4 times a week if you’ve got a bigger organization. Of course, feel free to adjust your content calendar based on the specifics of your business and your target audience. Just try and remain consistent in terms of quality and quantity.

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5. Keep Track of the Results

After doing all of the above, your startup will reap the benefits, but you’ll have very little use of them in the long run if you aren’t tracking your KPIs. Sure, it’s great that you have awesome content, but you need to determine what is and what isn’t working and why. Using the information gathered through analytics, you can eliminate parts of your content marketing strategy that aren’t working and focus on those that are bringing real results.

Five9 was able to build a campaign around its eBook and drive four times as many leads and three times as many deals as they did in their previous campaign. Instead of focusing on their product and its features, they created a buyer-centric eBook called “Practical/Tactical: A Guide to Maximizing Agent Efficiency.” It drove so many new leads that their head of marketing had to turn off the notifications. By tracking the performance of their content before and after they published the eBook, they were able to use those numbers for their future campaigns.

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Summing up

Although content marketing involves a lot of work, your startup will definitely benefit from it as long as you have a solid strategy to lean on. We hope that you will find the advice presented in this article helpful and that you will implement it while building your own content marketing strategy. Good luck!

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7 Effective Strategies for Successful Market Penetration



7 Effective Strategies for Successful Market Penetration

Every business operating all around the globe enters the market with the common objective of being the king of its market. Every company wants its industry to be known by its name all around the globe. Let us comprehend this with an example, which is the first company that comes into your mind when someone mentions the EV industry? Certainly, the majority of the answers would be Tesla because Tesla has a 14% market share which states that Tesla has the largest market share in the EV industry. This implies that Tesla is successfully implementing market penetration strategies and is successfully capturing the EV market.

However, now the question arises what exactly is market penetration and what strategies of market penetration are most effective that can assist businesses?

To define, market penetration is an effective indicator that can assist in measuring the number of company products sold in comparison to the total number of products sold in the market. The larger number of products sold the better share of the market a company holds. 

Furthermore, market penetration strategies refer to the actions taken by the company in order to enhance its market share effectively. Besides, when a company increases its market share, it leads to more profitability and better revenue.

Hence, this blog highlights some of the foolproof market penetration strategies that can assist the company in maximizing its market share. So, let us delve deeper into the blog without any further ado.

7 Successful Market Penetration Strategies for Businesses

  1. Enhance Brand Authority

Getting a maximum share of the market means selling the largest amount of products to the target audience. To make that happen, it is essential for your customers to know and trust you. Hence, one of the effective strategies to gain the trust of the audience is to make them aware of your brand.

Having said that, it is essential for companies to boost their brand authority in the market. It can be done effectively through marketing and both traditional and digital marketing methods. You can either engage your internal staff for your digital marketing needs or hire a digital marketing agency. Working with a great advertising agency like Whitehat, a Digital Marketing Agency London, means that you can leave the complex marketing strategies and analysis to them and concentrate on the rest of the business. 

Traditional marketing methods can include promotion through

  • Billboards
  • Pamphlets
  • Newspaper advertisements

On the other hand, digital marketing methods comprise

  • Social media
  • SEO
  • Email marketing
  • Short Videos
  • Podcast

A positive brand reputation will make your company or brand more reliable and authoritative. This will assist in attracting and retaining customers and eventually will lead to better sales and revenue generation.  The more loyal and large number of customer companies has the possibility of gaining maximum share of the market.

  1. Master Cost Leadership

Cost leadership is one of the most important strategies that can be implemented for growing the market share of the company. A company masters the strategy of cost leadership when they emerge as the lowest selling price company in its product category.

In this strategy, companies can offer multiple pricing offers, discounts, and referral codes to attract customers. The pricing of the product can be reduced by cutting the cost in various operations of manufacturing such as packaging, distribution, and product manufacturing.

However, the companies need to make sure that they should never lower the price below a certain level because it can create suspicion among the customers about the quality of the product or service. In addition, a company also has to make sure that while cutting the cost from the operations, it should never compromise the overall quality of the product.

Besides this, when a company emerges as a cost leader among its competitors, it attracts new customers. This can further enhance the conversion rate and revenue of the company which can contribute to achieving the maximum share of the company.

Some of the successful companies that are enjoying cost leadership all across the globe are Walmart, IKEA, and Amazon.

  1. Improvise your products

Seth Godin correctly said Don’t find customers for your products, find products for your customers. Highlighting this quote brings us to another effective strategy of market penetration. To elaborate, in order to gain the maximum share of the market, companies can constantly improve the efficiency of their product and service to attract new customers.

In order to improvise a product, a company can effectively conduct a gap analysis to find the key areas that require improvement. After conducting a gap analysis, required transformations can be done in order to increase the efficiency of the product.

If the identified gaps are filled efficiently, it can lead to attracting more customers to the brand which will contribute to the overall enhanced profitability of the company. Moreover, the increased number of customers will reflect a better market share of the company.

  1. Improve and Increase Distribution Channels

Distribution channels play a crucial role in determining the overall business efficiency of the company. It can also assist in increasing the overall revenue of the company because the more distribution channels a company has, the easier it becomes for the company to reach out to the previous or new customers.

For instance, in the contemporary world, sales through online platforms are increasing worldwide. People are now preferring to buy online rather than going for traditional shopping methods. To validate, as per Statista, 80% of the consumers shopped online in the year 2020.

Having said that, in the contemporary world, people are now becoming more comfortable because of the flexibility of time and place. Hence, in order to gain the maximum market share, companies are increasing and improving their distribution channel both online and offline in order to be more widely available to the consumers.

Moreover, Companies can also expand geographically and reach out to the customer through traditional shopping channels. This will assist in improving the customer experience and will also enhance the profitability of the company which will increase in capturing the maximum market share.

  1. Enhance Your Competitive Advantage

Every company has its own unique selling proposition that makes them different from its other competitors. Those USPs give them a competitive advantage over all other competitors operating in the market. Crucially identifying the competitive advantage through conducting research or analysis can assist in strategically planning the ways to boost them.

Multiple management tools and frameworks such as PESTLE, SWOT, or VRIO analysis can be effectively utilized to comprehend the macro and microenvironment of the company. Identified insights can effectively be utilized to find the comparative advantage of the company.

Once the competitive advantages are identified, companies can effectively boost those competitive advantages in order to gain new customers and a higher share of the market.

  1. Plan Strategic Mergers And Acquisitions

Mark Zuckerberg’s way of business is a perfect example of ‘when you can’t beat your competition, just buy it. Moreover, it is one of the most powerful strategies in order to enhance the market share of the company.

Mergers happen when two businesses decide to come together in order to reach each other’s target audience and gain a higher capital in the market.

On the other hand, acquisition is the strategy in which a company buys the major share or all the shares of the other companies in order to have more control over the competitor’s business. Just like Metaverse formerly known as Facebook acquired Instagram and Whatsapp to gain a larger market share of the social media industry.

It is not essential that companies have to acquire their competitors because it may not be possible all the time. However, companies can focus on buying small businesses that can increase the efficiency of the business. Moreover, it will also assist in capturing a larger share of the market.

  1. Improve relationships with current customers

The customer experience is one of the most crucial pillars that define the success of the business. Hence, it is really crucial for companies to constantly work on their customer service in order to acquire and especially retain customers. Moreover, nobody can deny the fact that retaining old customers is as important as attracting new ones.

The reason is that old customer can assist in developing the positive reputation of the company through word of mouth publicity which will assist in acquiring the new customers.

Moreover, existing customers trust you more than the customers who still have to try your product, and old customers are more likely to purchase from you in the future. This will lead to enhancing the overall growth and revenue of the company. To validate, as per Invesp, the probability of selling a product to an existing customer is 60 to 70%, whereas, on the other hand, the probability of selling to a new customer is just 5 to 10%.

The equation between customer relation and market penetration is simple: better customer relations means more satisfied customers. Furthermore, more satisfied customers mean better retention and a better reputation. Finally, a better reputation will attract more customers. Hence, all these together will collectively contribute to the enhanced market share of the company.

To encapsulate, implementing market penetration strategies is not rocket science for companies. The need is to effectively understand and study the market which will assist in getting solid insights into getting control over the market. Moreover, the given above-market penetration strategies will effectively assist you in strengthening the core competencies of the companies. This will further assist you in accruing the maximum share of the market

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