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2019

While your audience may not be active on all social media platforms, these days it’s become easier to cover more of your social media bases.

 

With a simple selection, you can share your Instagram Television (IGTV) videos to Facebook. And, since IGTV gives you the option to include a preview of the beginning of your video, you may also share these clips on your Instagram feed, in Instagram stories and in Facebook stories.black-smartphone-2733675.jpg

 

That’s one video with elements cross-posted in five places. What could be better?

 

IGTV videos, which run between 15 seconds and 10 minutes, are the perfect way to share the faces and history behind your company, as well as your products and services. It enables prospects and customers to get to know you better, making your company the most likely buying-option when they need what you have to offer.

 

Note: for larger Instagram accounts, you’ll have the ability to upload IGTV videos of up to one hour in length. However, for now, I recommend sticking with shorter videos for more viewer retention.

 

Whether you create videos that educate, inform, entertain, or all of the above, memorable, shareable, thumb-stopping content is key to developing a relationship with your audience that inspires loyalty and advocacy.

 

Suggested reading: Tips and Tricks for Fast, Easy Video Content

 

IGTV Supports Both Vertical and Landscape Video Formats

 

Although Instagram initially launched IGTV with full-screen vertical (9:16) videos, the company later released support for landscape video (16:9) since most platforms - such as YouTube - favor the landscape format.

 

As well as more ways to connect with your existing fans, IGTV gives you more opportunities to be discovered by new ones. When people open IGTV, they'll see multiple channels including “For You,” “Following,” and “Popular,” filled with videos from creators they already follow on Instagram and others they might like based on their interests.

 

Check out this handy infographic by Later.com: Instagram Image Size & Dimensions for 2019

 

How to Share Your IGTV Videos to Your Facebook Business Page

 

If you have an Instagram account, you have an IGTV account. Install the IGTV mobile app or go to your account on the website Instagram.com to upload your IGTV videos.

 

Note: you need to be a Facebook page admin to cross-post from IGTV.

 

To share your IGTV Video to your Facebook page, go to the IGTV app or Instagram.com on the web. Upload your video. Then, add a cover photo (thumbnail), title, and description. A preview will appear unless you decide to turn it off once you post.

 

If you are posting from one of the apps, select to Make Visible on Facebook. (You need to connect the app first by authorizing it to have access to your Facebook page.)

 

Posting from a web browser? Below ‘Where Your Video Will Appear,’ connect your Instagram account to a Facebook page, if you have not already done so. Then, you may select IGTV and Facebook Page as where you want your video to appear.

 

Click "Post" and your video will post to your IGTV channel and your page.

 

Why Cross Promote?

 

Cross-posting your content on social media is a must for a variety of reasons.

 

First, different segments of your audience favor Instagram over Facebook, and vice versa so they will not see duplicates.

 

Keep in mind, people around the country - and even in your hometown - are online at different times during the day. Therefore, it’s unlikely people who follow you on multiple platforms will see the same post on Instagram, IGTV, and Facebook. And, if they do, that’s okay too.

 

This tiny portion of your audience that may see duplicate content is likely made up of your super fans, who are more than happy to see, share, and engage with your posts anywhere - and everywhere - they find them.

 

One more thing: When you cross-post from IGTV to Facebook, you can amplify the reach of that video with paid placements using Ads Manager. Depending on the length of your video, with automatic placements turned on, your ad will show up across a variety of platforms. This includes the Facebook feed, Instagram feed, Facebook and Instagram stories, and the Audience network.

 

Suggested reading: How to Create Irresistible, Thumb-Stopping Facebook Ads

 

Facebook to IGTV and Back Again

 

For your IGTV channel, you can either produce fresh content; download, edit, and upload your YouTube videos, or repurpose content from your Facebook lives.

 

Facebook recently released a Video Clipping option. Go to your Facebook Live, enter edit mode, and select video clipping. Then, use the scrubbers to select the segment you want to create as a standalone video, and click Add Clip.

 

Head over to your Creator Studio to edit and download your clips. Try using Wave.video to add effects, such as text overlay, animated GIFs, a watermark and more. Then, upload to IGTV, share to Facebook, and the cycle starts again.

 

When you take the same content, create multiple versions, and repurpose it on multiple platforms, it’s social media time-management at its best!

 

The latest updates to IGTV include sending notifications to fans and creating your own original IGTV series so our fans can binge watch!

 

About Mari Smith

 

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Often referred to as “the Queen of Facebook,” Mari Smith is considered one of the world’s foremost experts on Facebook marketing and social media. She is a Forbes’ Top Social Media Power Influencer, author of The New Relationship Marketing and coauthor of Facebook Marketing: An Hour A Day. Forbes recently described Mari as, “… the preeminent Facebook expert. Even Facebook asks for her help.” She is a recognized Facebook Partner; Facebook headhunted and hired Mari to lead the Boost Your Business series of live events across the US. Mari is an in-demand speaker, and travels the world to keynote and train at major events.

 

Her digital marketing agency provides professional speaking, training and consulting services on Facebook and Instagram marketing best practices for Fortune 500 companies, brands, SMBs and direct sales organizations. Mari is also an expert webinar and live video broadcast host, and she serves as Brand Ambassador for numerous leading global companies.

 

Web: Mari Smith  or Twitter: @MariSmith

 

Bank of America, N.A. engages with Mari Smith to provide informational materials for your discussion or review purposes only. Mari Smith is a registered trademark, used pursuant to license. The third parties within articles are used under license from Mari Smith. Consult your financial, legal and accounting advisors, as neither Bank of America, its affiliates, nor their employees provide legal, accounting and tax advice.

 

It’s the dream of every social media marketer. Create a video ad that strikes a nerve, then watch it spread across the Internet. Followers share it with their friends. Friends share it with their relatives. Influencers pick up on it and share it with their followers. In no time at all, a piece of marketing that would normally be seen by a few thousand people is seen by millions around the world.

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Those millions don’t just see the video. They also see the company’s name, its logo, its offer, and its marketing message. The company lands the kind of exposure that would have cost millions had it tried to buy that reach through advertising. It’s like winning the lottery with a single ticket.

 

But while viral marketing can bring benefits, even a viral hit doesn’t beat a solid social marketing strategy.

 

First, virality is unpredictable. Although marketing companies might sell the promise of a viral hit, no one really knows what makes one piece of content go viral while another is ignored. Hollywood still churns out more duds than classics and it’s been making movies for a century. If studios can’t figure out the hit formula, businesses can’t be expected to do any better, even dedicated marketing firms.

 

But even if you could guarantee an ad will go viral and spread around the world, it still wouldn’t beat a social media marketing strategy because virality is also untargeted. You don’t know who’s going to see a viral ad. Most of the people who watch it will be interested in the content but they might never have been interested in the product. You might have giant viewing figures and enormous general awareness, but you could still only have reached a small part of your potential market.

 

At a time when advertising platforms let you target ads by demographic as tight as “single people aged 21 to 40 living within thirty miles of Duluth who like strawberry ice cream,” viral advertising’s shotgun approach can look very old fashioned. Billboard ads can be seen by thousands of people too, but they rarely result in direct, trackable sales.

Because you don’t know who saw that ad, you can’t turn to that audience again to follow up. Social media marketing’s big advantage might be its fine targeting, but today’s advertising also allows for re-targeting. No business can expect to make a large number of sales on their first contact with a lead. They need to repeat that contact and continue pushing their message. They need to build a relationship with leads that create trust.

 

Once a lead trusts a brand, they’ll come to like the brand. And once they like the brand, they start to buy from the brand.

From there, as long as the product has done its job, they also tell their friends about the brand, starting a new kind of virality but one powered by personal recommendation rather than funny cats

 

Social media marketing enables continued contact. It lets you reach an audience with a targeted ad. It then lets you continue the conversation with that audience, turning curiosity into interest and interest into intent.

 

Viral hits burn bright, but they burn fast and leave few traces behind.

 

Target your content by demographic and interest on social media. Build a following. Plan your content so that you maintain the curiosity of that first contact. Track the results of your content so that you know what interests your followers. Build trust and loyalty. Guide your followers through a funnel that leads to an attractive offer.

And don’t feel envious when a rival goes viral. They might have a hit video but you’re making a long-term impact on your market.

 

About Joel Comm

 

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As an Internet pioneer, Joel has been creating profitable websites, software, products, and helping entrepreneurs succeed since 1995. He has been at the frontlines of live video online since 2008 and has a deep expertise in using tools such as Facebook Live, Periscope, Instagram or Snapchat to broadcast a clearly defined message to a receptive audience or leveraging the power of webinar and meeting technologies.

 

Joel is a New York Times best-selling author of 15 books, including “The AdSense Code,” “Click Here to Order: Stories from the World’s Most Successful Entrepreneurs,” “KaChing: How to Run an Online Business that Pays and Pays and Twitter Power 3.0.” He is Co-Host of The Bad Crypto Podcast one of the top crypto-related shows in the world and has spoken before thousands of people around the world and seeks to inspire, equip and entertain.

 

Web: https://joelcomm.com/ or Twitter: @JoelComm

Read more from Joel Comm

 

Bank of America, N.A. engages with Joel Comm to provide informational materials for your discussion or review purposes only. Joel Comm is a registered trademark, used pursuant to license. The third parties within articles are used under license from Joel Comm. Consult your financial, legal and accounting advisors, as neither Bank of America, its affiliates, nor their employees provide legal, accounting and tax advice.

Very few people take a formal class in how to send and receive emails. And that means that you essentially “wing it” with one of your primary forms of business communication.

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So, let’s talk about some tune-ups to get more of your email answered, and to improve the experience all the way around.

 

Get Your Email Answered

 

Everyone is busy. No one gives you their full attention. Think about you. Are you only reading this article, or do you have several browser tabs open? Are you answering texts in between paragraphs? Let’s start there: everyone is busy and attention is fragmented, and to that end, it means you must do the following:

 

  • Make your subject line solid - The first two lines are everything - Right after your salutation (Dear Chris), the line or lines that follow are the most important. “I need your decision on two very important points.” Or “Will you sponsor our next ‘Concert in the Park’ event for $5000?” For the love of Buddha, skip anything like “How are you?” or “I hope you are well.” We all hope the other person is well. It’s wasted. And worse, when our brains see what we expect, we turn off some amount of our attention automatically.
  • Be as brief as possible - People write as if they’re composing an essay for a college professor. Be crisp and to the point. “Hi Deb! Richard’s performance is down for the third quarter in a row so I’m going to promote Aiesha instead. Any reservations?” Brevity is vital in today’s world. Our gut tells us to write out the entire backstory, but in most cases, it’s not necessary.
  • Seek a next action - Once you’ve said what needs saying, be clear about what you want the recipient of the email to do. “Please let me know when you receive this message. I’ll follow up a few days after I hear that you have.” Or “No action necessary. Just keeping you posted.” Or whatever it is.
  • Short circuit the back-and-forth - The absolute second worst kind of email is a back-and-forth. “What do you want for lunch?” “I dunno. What about you?” “Oh, I don’t know. Anything come to mind?” (You probably just felt your anxiety raise just reading that.) The best way to do this is by making a suggestion, right or wrong and never ever sending an open-ended message to someone. “Want to get Thai for lunch?” “I think 3% is too little for the annual raise.” And if the message comes back to you more than twice, get on the phone.

 

Email signatures aren’t movie credits - Shorten your email signature. Somewhere back in the late 90s, it became cool to sign your email as if you’re a general on an aircraft carrier, with seven to ten lines of information, including 45 ways to reply back. Make your signature your name, your title, an email address, and a phone number. For the most part, that’s all anyone wants.

 

And before I let you go, I have a little drilling down to do.

 

Subject Lines are Your Secret Weapon

 

I’ve already told you that everyone is busy, everyone is skimming their email inbox and attention is minimal. Think about your own inbox. Look at the subjects there. Do some make you want to open? Do others make you want to delete without reading? Which ones get that worst distinction of being opened but not read, and not responded to forever until you guiltily delete it?

 

Your subject lines matter immensely. I want to give you a few samples to steal and adapt for your own uses:

 

  • I need 8 minutes of your time to get your perspective - one trick of this subject line is that I chose “8” instead of 5 or 10. Everyone says 5 or 10. The other benefit is that it’s clear what I’m asking for: someone’s opinion, not a sale.
  • Want to get Italian on Thursday? - This is obviously a lunch offer, a specific cuisine, and a day on the calendar. It gives the recipient three response options: no, not that cuisine, or not that date. (Or some combo.) This kind of concise email is a godsend. You can do it with work issues, too.
  • I want to sell you something, but I’m 87% sure you want to buy it. - Here I go picking a weird number again. In this case, the straightforward honesty is the “gimmick.” People hate feeling “tricked” by emails. This one is right across the plate.
  • This might make a better phone call - Here’s a play. You *know* what you want to cover can’t be handled briefly in an email, but you want to give the other person the right to refuse the call. Here’s a way to throw one extra “stop” in the way, in case the information is sensitive, or you’re not as certain about the outcome.
  • How would you solve this conflict? - This subject line is great because it gets right to the point of what you need to cover. It has a lot of variants if you think of it.

 

Turn This into a Checklist

 

If I were telling you what to do, I’d take a sticky note and put the details of this on it:

 

  • Solid subject line
  • Tight first two lines
  • Be brief
  • Seek a next action
  • Prevent back-and-forth exchanges
  • Simple email signature

 

There. All in one tight little package for you. What do you think? If you want to practice on someone, send me an email: chris@chrisbrogan.com. I’m always open to hearing what you think of what I write!

 

About Chris Brogan

 

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Chris Brogan is an author, keynote speaker and business advisor who helps companies update organizational interfaces to better support modern humans. The age of factory-sized interactions is over. We all come one to a pack. And it’s time to accept that we are all a little bit dented. Chris advisesleadership teams to empower team members by sharing actionable insights on talent development. He also works with marketing and communications teams to more effectively reach people who want to be seen and understood before they buy what a company sells.

 

Web: https://chrisbrogan.com Twitter: @ChrisBrogan

Read more from Chris Brogan

 

Bank of America, N.A. engages with Chris Brogan to provide informational materials for your discussion or review purposes only. The third parties within articles are used under license from Chris Brogan. Consult your financial, legal and accounting advisors, as neither Bank of America, its affiliates, nor their employees provide legal, accounting and tax advice.

 

Bank of America, N.A. Member FDIC. ©2019 Bank of America Corporation

Call a major company, and you’d be surprised if a real person answered the phone. It’s more likely that you’ll first be told which button to press based on your question. Pressing that button opens a new menu of options, which leads to another branch, and so on.

 

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For customers, the process can be frustrating but as you’re pushing your keypad, the company’s computer system is collecting information about you. By the time you finally get to speak to a customer service rep, you’ve already answered most of the questions that she would have needed to ask. She can read your selections then focus on the task that the computer can’t accomplish: identifying the details of the issue and solving your problem.

 

This process describes customer service automation in one of its most common and simple forms, and the benefit to the company is clear: the less time staff spend asking routine questions, the more time they’ll have for the more difficult problems. The company will become more efficient.

 

Call automation is just one part of a growing trend in both sales and customer service. That trend includes asking customers to select answers from a website FAQ instead of sending an email. It includes autoresponders whose content and sales recommendations are based on contact lists segmented by purchase, demographics or registration. It includes algorithms that make special offers based on previous choices. It even includes chatbots that turn up in the corners of websites and use text and natural language processing to create the illusion that the customer is talking to a real customer service rep.

 

All this artificial intelligence can be very effective.

 

When Smyths Toys, a toy company in the U.K. and Ireland, increased its online marketing, it found that it also generated significant volumes of abandoned shopping carts and customer service tickets. The company turned to an automation software firm to solve these problems. According to the software firm’s case study, the toy company focused first on tracking the customer journey on the website, and in particular on the checkout form. When customers contacted a customer care representative, that rep could see where the customer had been and precisely where they had got stuck. That quickly improved the response rate. When a customer used a promo code that expired before the transaction was complete, for example, the rep was able to quickly identify the problem and honor the discount.

 

The software was then able to use the data it collected to reach out to customers using chat, SMS, or voice based on their on-site experience. Because it was able to predict customer needs, a simple form of artificial intelligence, nearly two-thirds of the customers offered live chat messaging responded positively, reducing the number of support tickets.

 

It’s no wonder that a 2018 survey by The Economist Intelligence Unit found that 90 percent of respondents expected AI to improve growth, and 27 percent had already incorporated AI into key processes and services. Nearly half had at least one AI pilot project already under way.

 

Many of the automation systems made by firms like HubSpot, Salesforce and Genesys (which powered Smyth’s Toys’ software) are aimed at medium to large businesses. Service organizations generally use them to gather information, to automate routine customer issues such as resetting passwords and tracking orders, to route cases to the right agents, and to pre-fill fields for both agents and customers.

 

But complete systems aren’t cheap and their implementation requires re-training staff and making new technical demands.

 

Even small firms though can begin automating their processes themselves:

 

  • A FAQ page that predicts and answers common questions can be bought off the shelf.
  • Phone call branching software might irritate customers but its automated data collection improves efficiency and is easily available.
  • Customer tracking through website cookies can reveal bottlenecks, allowing the business to deliver better options and build a smoother path from recommendation through selection to checkout.
  • Contact list segmentation is a staple of email marketing and doesn’t require powerful, state-of-the-art technology to use. It just demands an understanding of customer demographics and a marketing team that can produce targeted content and track the results.

 

Even small firms have plenty of options to implement simple automation and AI-powered sales and customer service processes. But small firms also have an advantage: they can talk to customers directly. Automation works best when it improves a personal connection, not when it replaces it.

 

There still needs to be a friendly voice at the end of the phone.

 

About Joel Comm

 

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As an Internet pioneer, Joel has been creating profitable websites, software, products and helping entrepreneurs succeed since 1995. He has been at the frontlines of live video online since 2008 and has a deep expertise in using tools such as Facebook Live, Periscope, Instagram or Snapchat to broadcast a clearly defined message to a receptive audience or leveraging the power of webinar and meeting technologies.

 

Joel is a New York Times best-selling author of 15 books, including “The AdSense Code,” “Click Here to Order: Stories from the World’s Most Successful Entrepreneurs,” “KaChing: How to Run an Online Business that Pays and Pays and Twitter Power 3.0.” He is Co-Host of The Bad Crypto Podcast one of the top crypto-related shows in the world and has spoken before thousands of people around the world and seeks to inspire, equip and entertain.

 

Web: https://joelcomm.com/ or Twitter: @JoelComm

Read more from Joel Comm

 

Bank of America, N.A. engages with Joel Comm to provide informational materials for your discussion or review purposes only. Joel Comm is a registered trademark, used pursuant to license. The third parties within articles are used under license from Joel Comm. Consult your financial, legal and accounting advisors, as neither Bank of America, its affiliates, nor their employees provide legal, accounting and tax advice.

Holiday spending in 2019 is projected to increase 4.9% from 2018, according to The Holiday Shopping Intentions Survey, with the average U.S. adult spending $683 on holiday-related purchases.

 

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A whopping 90% of those shoppers plan to visit physical stores to make purchases. How can you ensure they visit your store? Experiential marketing is the key.

 

What Is Experiential Marketing?

 

Unlike traditional advertising, such as print ads or TV commercials customers simply look at, experiential marketing invites them to experience and engage with your business in a memorable way. The goal is to make the customer feel part of your brand so they promote it to others and keep coming back to your store.

 

Experiential marketing has become a buzzword, with some retailers believing it requires immersive experiences like virtual reality technology. But that’s not true. In fact, in today’s increasingly tech-obsessed world, the way to stand out can be to offer a more hands-on experience.

 

The good news for small retailers: That means experiential marketing is something you can do, too.

 

Holiday Experiential Marketing Ideas

 

The easiest way to create experiential marketing during the holidays is the way retailers have always done it: Appeal to your customers’ five senses. Play holiday music, go crazy with holiday décor, use evocative scents and serve tasty treats like cookies or apple cider. Use touchable displays and fabrics to encourage customers to explore the merchandise.

 

Make your holiday experience unique and relevant to your brand; if you own a surf shop, play holiday surf music instead of classic carols, or plant a Christmas tree in the middle of a sand dune.

 

Here are some other experiential marketing ideas to get you started.

 

  • Give away samples: Nothing gets customers to engage with your products like letting them try the merchandise. You can hand out samples outside your store to attract a crowd. Include special offers for discounts if they buy the product.
  • Do a popup shop: A short-term or popup shop generates lots of excitement at any time of year and is a great experiential marketing tactic for the holidays. You could host a popup shop inside a complementary retail store or have a complementary business do the same in your store. Get more tips on how to run a popup shop.
  • Hold in-store events: When customers take the trouble to visit a physical store instead of doing their holiday shopping online, they want to have fun. In-store events such as live music, author book signings, art openings or fashion shows are memorable experiences that will get customers talking.
  • Offer educational classes: Give customers new ideas on how to use your products or make the most of your offerings. Art supply stores can hold painting classes, pet stores can teach customers dog grooming tips, housewares stores can host cooking classes—the ideas are endless.
  • Make it shareable: Unique and memorable events will spark social sharing. You can help it along by creating Instagrammable settings for customers to take pictures or fun moments they’ll want to remember.
  • Give it local flavor: Drawing on the local environment is one way to design an experience. For example, a camping supply store in the Pacific Northwest could use a rough-hewn, cabin-like interior, pine scents and cozy furnishings to craft a fitting setting for its wares.
  • Mix it up: Consumers are hungry for new experiences, so be sure to change your store’s experiential marketing on a regular basis. You can tie these changes to the season, to new product lines or to current events.

 

Whatever experiential marketing tactic you choose, be sure to promote it in advance, both in-store and online. Create a hashtag for your store and for any special event you’re holding. Use social media posts, email marketing and your website to build excitement about what’s going on at your store.

 

By making your in-store experience memorable and fun, you’ll boost your holiday sales, too.

 

About Rieva Lesonsky

 

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Rieva Lesonsky is CEO and Co-founder of GrowBiz Media, a custom content and media company focusing on small business and entrepreneurship, and the blog SmallBizDaily.com. A nationally known speaker and authority on entrepreneurship, Rieva has been covering America’s entrepreneurs for more than 30 years. Before co-founding GrowBiz Media, Lesonsky was the long-time Editorial Director of Entrepreneur Magazine. Lesonsky has appeared on hundreds of radio shows and numerous local and national television programs, including the Today Show, Good Morning America, CNN, The Martha Stewart Show and Oprah.

 

Lesonsky regularly writes about small business for numerous websites and for corporations targeting entrepreneurs. Many organizations have recognized Lesonsky for her tireless devotion to helping entrepreneurs. She served on the Small Business Administration’s National Advisory Council for six years, was honored by the SBA as a Small Business Media Advocate and a Woman in Business Advocate, and received the prestigious Lou Campanelli award from SCORE. She is a long-time member of the Business Journalists Hall of Fame.

 

Web: www.growbizmedia.com or Twitter: @Rieva

You can read more articles from Rieva Lesonsky by clicking here

 

Bank of America, N.A. engages with Rieva Lesonsky to provide informational materials for your discussion or review purposes only. Rieva Lesonsky is a registered trademark, used pursuant to license. The third parties within articles are used under license from Rieva Lesonsky. Consult your financial, legal and accounting advisors, as neither Bank of America, its affiliates, nor their employees provide legal, accounting and tax advice.

 

Bank of America, N.A. Member FDIC. ©2019 Bank of America Corporation

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