Nearly three years ago, I wrote The Ultimate Guide to Video Marketing on YouTube. I understood relatively early on in the growth curve of digital video and YouTube that both would play a significant role in the future of marketing. A year or more ago, however, a 9 year-old helped me see the true potential of digital video for sales and marketing.
With roots in search engine optimization (SEO), I’ve long extolled the virtues of YouTube, as the world’s second largest search engine. Unfortunately, the full potential of the video social platform didn’t fully come into focus until my son shed light through his interest in skateboarding and bracelet-looming.
Last Spring, I noticed my son’s rubber band bracelet creations were getting increasingly complex. I also noticed his skateboard knowledge and abilities improved drastically in a short period of time. I asked him how he learned these new skills and he replied “YouTube.” Like many other young web surfers, my son was using YouTube as his PRIMARY search engine and educational tool.
I quickly realized that my son was not alone in relying heavily on YouTube videos as a primary if not sole information source. If he was searching YouTube for “how-to” videos on... Read more
The final session of the day at Startup Marketing Conference focused on the collaborative economy and how large brands are learning from disruptive startups. Ben Kaplan from PR Hacker hosted the session and mentioned how brands like GE and Virgin are learning from and collaborating with startups. Kaplan also mentioned Meow Mix CatStarter as a recent example of leveraging a passionate community willing to innovate.
Matt Kaufman, President at CrunchBase, kicked off by sharing an example of how Nestle is working with startup to stay ahead of the game. From his experience, Kaufman believes brands aren’t exactly sure what they want. That means agencies can get into a trap of selling what they know instead of what agencies need. It also increases the chance the brand won’t buy something they are not sure they need, even if they can afford to pay.
Michelle Regner, CEO and Co-Founder of Near-Me.com, discussed how big brands look to her company for help in understanding the customer journey. For example, Cisco wanted a better way to sell used routers and Near-Me created a marketplace for the partners to use. She also mentioned Hallmark creating an Etsy-type marketplace for customers to interact, and Hallmark gets the benefit... Read more
For the mid-afternoon expert panel session at Startup Marketing Conference, an esteemed group of marketers and technologists discussed how to manage a marketing organization that supports sales at all sizes of business. Panelists included:
Adam Metz, VP BD, Pandadoc (host)
Mike Berger, Director of Product Marketing @ Marketo (SMB)
Mikita Mikado, CEO, Quote Roller (startups)
Martyn Crew, Founder and CEO, Bootstrap Marketing (enterprise)
The first question related to each of the panelists first marketing objective and how they each nailed it. Mikado’s objective was signups and it took him three months to gain 4,000 users, but very few converted to paying customers. Crew’s enterprise background meant marketing supported sales and the key objective was deal flow. Berger’s primary objectives related to fueling the demand generation engine, putting in a system of measurement that correlated with business outcomes and creating a compelling story that differentiated the brand (messaging and positioning).
The next question: In the last five years, what was the single worst investment you made in marketing? Crew stepped up and led with general feedback from clients who were asked that question and the answer was universally “feel good” marketing campaigns (colors, fonts, and other fun stuff). Mikado’s thought was on hiring talent you don’t need... Read more