What Can Marketers Learn From the Children In Our Lives? Plenty

What Can Marketers Learn from Kids?

What Can Marketers Learn from Kids?

In my experience, most marketers fancy themselves as lifelong learners, taking pride in innovating their work and skill set to maximize their impact. We keep tabs on emerging trends, tactics, and tools. We follow industry leaders for their insight. We consult our internal teams and external partners for advice. 

But there may be one specialty group we don’t look to for inspiration enough: The kids in our lives.

As a parent of two adorable monsters who are growing up way to fast, I’ve been reflecting a lot on how far they’ve come. Of course, I’ve realized that I’ve come far too, as both a parent and a marketer. And I’d wager that most of us have kids in our lives who have the potential to teach and remind us of some important things that can make us better humans and better at what we do.

So, what marketing lessons can the little ones in our lives pass on? Here are a few that have been illuminated for me recently.

4 Marketing Lessons We Can Learn from Kids

#1 – Foster permanent curiosity. 

Lately, on the 20-minute commute to daycare, we’ve been listening to “But Why?” It’s a fantastic podcast by Vermont Public Radio. It’s just incredible. Kids from all over North America send audio clips of themselves asking the most unexpected, puzzling, and just plain fun questions. This week we learned why we laugh, why boys and girls are different, and why sugar is bad for you.

Curiosity is one of the simplest and most powerful lessons we can learn from a child. As a marketer, this makes me ask: What can we do stay curious against a backdrop of back-to-back meetings, tight budgets, and the unending barrage of emails? There’s a lot of opportunity for curiosity to creep in.

  • Professional Development: Can you carve out a little time each week to drink a cup of coffee and surf your favorite industry publications for the latest news? Is there a certification or training that’s been on the backburner?
  • Strategic Innovation: As you head into your quarterly or annual marketing strategy planning sessions, how deep have you dug into why you’re making your recommendations? Or better yet, have you considered other possibilities? A way to innovate? 
  • Reflection and Growth: We all experience our fair share of fire drills. We immediately spring into action, oftentimes without asking all the “why” questions. Furthermore, we may not take the time to look back to learn how we got there. What processes could be fine-tuned? What is the true cause of a marketing mishap? (Tip: I like to employ the Urgent Important Matrix attributed to President Eisenhower to help balance my day.)

#2 – Employ resilient trust.

When both of my babes were around 6 to 9 months old, they learned to jump into our laps, assisted by Mom or Dad’s hands securely around their waist. They were so proud of their amazing feats. And through repetition, they knew we’d always be there to catch them—even when they jumped unexpectedly.

Aided by their caretakers helping hands and guidance, kids learn new things and take risks, eventually without fear. Why? Because trust has been built.

In the marketing world, when trust is a focus, you can forge incredible bonds colleagues, clients or customers, prospects, and partners. And in a time when trust is dwindling among consumers, it’s more critical than ever.

#3 – Be coachable.

My persistent (and often stubborn) children throw puzzle pieces. They shriek or scream, sometimes when they’re seemingly unprovoked. They make mistakes. But their curious, trusting nature makes them incredibly teachable.

This magical trait is easy to lose once we hit the working world and get some experience under our belts. None of us probably think we’re perfect, but how well do you take feedback? If you want to get results for your company and your career, you need to be open to coaching.

For example, did your supervisor offer some constructive feedback? Rather than put up your defenses, open yourself up to the feedback. You can literally, open your posture (no crossed arms), face her or him directly, and show your listening. Even take notes if it helps!

Or did you get a string of bad customer reviews on social media? Acknowledge their concerns. Offer an opportunity to talk about it more in detail. Point them in the right direction to get help. This not only shows them that you want to create great experiences, but others can see your willingness to take feedback and work to make improvements.

#4 – Keep it simple.

My children never fail to remind me to simplify my life—and my marketing. Whether you’re a parent or caretaker, or you’re watching others raise their kids, we can all admit that parents over-think questions and scenarios all the time. What do I do when my kid asks me where babies come from? Why is that parent so concerned about a kid playing with a cardboard box? Am I a terrible parent for putting my kid in timeout five times today?

But the thing is: Kids often sees the world through the most basic lens. They don’t typically overthink things. They aren’t riddled with stress and anxiety.

This should be a reminder that we shouldn’t sweat the small stuff and that the simple answer is often the right answer. 

For example, you could spend 45 minutes responding to a curt email from a colleague or client, and then hours or days spinning as you wait for a response. Or you could ask the person in question to jump on the phone or huddle for a quick chat. This levels the playing field and limits the potential for misinterpreting signals.

As another example, if you’re in the process of launching a major campaign, can you integrate various tactics to minimize and streamline the work? (Certainly, hiring a trusted agency partner could help with that. Wink.)

Look to the Children

If you want to be a lifelong learner, sometimes you need to go back to basics. The children in our lives can teach us some incredible lessons about curiosity, trust, coachability, and simplicity that can improve our personal and professional lives.

What’s a marketing lesson that you’ve learned from a kid in your life? Tell us in the comments section below.

The post What Can Marketers Learn From the Children In Our Lives? Plenty appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog

What Can Marketers Learn From the Children In Our Lives? Plenty

What Can Marketers Learn from Kids?

In my experience, most marketers fancy themselves as lifelong learners, taking pride in innovating their work and skill set to maximize their impact. We keep tabs on emerging trends, tactics, and tools. We follow industry leaders for their insight. We consult our internal teams and external partners for advice. 

But there may be one specialty group we don’t look to for inspiration enough: The kids in our lives.

As a parent of two adorable monsters who are growing up way to fast, I’ve been reflecting a lot on how far they’ve come. Of course, I’ve realized that I’ve come far too, as both a parent and a marketer. And I’d wager that most of us have kids in our lives who have the potential to teach and remind us of some important things that can make us better humans and better at what we do.

So, what marketing lessons can the little ones in our lives pass on? Here are a few that have been illuminated for me recently.

4 Marketing Lessons We Can Learn from Kids

#1 – Foster permanent curiosity. 

Lately, on the 20-minute commute to daycare, we’ve been listening to “But Why?” It’s a fantastic podcast by Vermont Public Radio. It’s just incredible. Kids from all over North America send audio clips of themselves asking the most unexpected, puzzling, and just plain fun questions. This week we learned why we laugh, why boys and girls are different, and why sugar is bad for you.

Curiosity is one of the simplest and most powerful lessons we can learn from a child. As a marketer, this makes me ask: What can we do stay curious against a backdrop of back-to-back meetings, tight budgets, and the unending barrage of emails? There’s a lot of opportunity for curiosity to creep in.

  • Professional Development: Can you carve out a little time each week to drink a cup of coffee and surf your favorite industry publications for the latest news? Is there a certification or training that’s been on the backburner?
  • Strategic Innovation: As you head into your quarterly or annual marketing strategy planning sessions, how deep have you dug into why you’re making your recommendations? Or better yet, have you considered other possibilities? A way to innovate? 
  • Reflection and Growth: We all experience our fair share of fire drills. We immediately spring into action, oftentimes without asking all the “why” questions. Furthermore, we may not take the time to look back to learn how we got there. What processes could be fine-tuned? What is the true cause of a marketing mishap? (Tip: I like to employ the Urgent Important Matrix attributed to President Eisenhower to help balance my day.)

#2 – Employ resilient trust.

When both of my babes were around 6 to 9 months old, they learned to jump into our laps, assisted by Mom or Dad’s hands securely around their waist. They were so proud of their amazing feats. And through repetition, they knew we’d always be there to catch them—even when they jumped unexpectedly.

Aided by their caretakers helping hands and guidance, kids learn new things and take risks, eventually without fear. Why? Because trust has been built.

In the marketing world, when trust is a focus, you can forge incredible bonds colleagues, clients or customers, prospects, and partners. And in a time when trust is dwindling among consumers, it’s more critical than ever.

#3 – Be coachable.

My persistent (and often stubborn) children throw puzzle pieces. They shriek or scream, sometimes when they’re seemingly unprovoked. They make mistakes. But their curious, trusting nature makes them incredibly teachable.

This magical trait is easy to lose once we hit the working world and get some experience under our belts. None of us probably think we’re perfect, but how well do you take feedback? If you want to get results for your company and your career, you need to be open to coaching.

For example, did your supervisor offer some constructive feedback? Rather than put up your defenses, open yourself up to the feedback. You can literally, open your posture (no crossed arms), face her or him directly, and show your listening. Even take notes if it helps!

Or did you get a string of bad customer reviews on social media? Acknowledge their concerns. Offer an opportunity to talk about it more in detail. Point them in the right direction to get help. This not only shows them that you want to create great experiences, but others can see your willingness to take feedback and work to make improvements.

#4 – Keep it simple.

My children never fail to remind me to simplify my life—and my marketing. Whether you’re a parent or caretaker, or you’re watching others raise their kids, we can all admit that parents over-think questions and scenarios all the time. What do I do when my kid asks me where babies come from? Why is that parent so concerned about a kid playing with a cardboard box? Am I a terrible parent for putting my kid in timeout five times today?

But the thing is: Kids often sees the world through the most basic lens. They don’t typically overthink things. They aren’t riddled with stress and anxiety.

This should be a reminder that we shouldn’t sweat the small stuff and that the simple answer is often the right answer. 

For example, you could spend 45 minutes responding to a curt email from a colleague or client, and then hours or days spinning as you wait for a response. Or you could ask the person in question to jump on the phone or huddle for a quick chat. This levels the playing field and limits the potential for misinterpreting signals.

As another example, if you’re in the process of launching a major campaign, can you integrate various tactics to minimize and streamline the work? (Certainly, hiring a trusted agency partner could help with that. Wink.)

Look to the Children

If you want to be a lifelong learner, sometimes you need to go back to basics. The children in our lives can teach us some incredible lessons about curiosity, trust, coachability, and simplicity that can improve our personal and professional lives.

What’s a marketing lesson that you’ve learned from a kid in your life? Tell us in the comments section below.

The ABCs of Video Content: How to Build a Video Marketing Strategy

Take a moment to think about how you’ve used the internet today. Which posts made you stop scrolling through your Instagram feed? What webpages did you spend the most time on? What content did you enjoy?

If you’re like most of us, there’s a good chance that videos played a factor in your answers to all three of those questions. So it’s no surprise that marketing experts have been encouraging brands to use more video for years now.

Despite all this hype, many small to medium brands still use very few videos in their marketing, if they use any at all. In our experiences with clients, we’ve seen companies struggle in four major areas:

  • Budget. Some companies don’t believe that video marketing can generate real results, but many simply assume they can’t afford it.
  • Talent. Most small marketing teams don’t have people experienced with creating or starring in videos.
  • Buy-in. Companies that use video well have many people across the organization committed to leveraging video content, including leadership, salespeople, customer service representatives, and subject-matter experts. But achieving this level of buy-in across an organization can be very difficult.
  • Consistency. While many brands have figured out how to produce frequent and consistent written content, few have figured out how to do so with video.

With challenges this significant, it’s no wonder why most brands still don’t include video as a major component of their marketing efforts. The good news is that these barriers to entry give you an opportunity to beat your competitors to the punch – but that window is closing quickly.

To help our clients reap everything video marketing has to offer, we’ve put together a framework that makes building a video marketing strategy much easier to approach and manage.

The ABCs of video content

The first thing that must happen before a marketing team can successfully use video in today’s world is usually a mental shift: If your marketing team or company leadership thinks about producing video the same way they did a decade ago, it will be very difficult to create enough video content to truly make a difference because you’ll constantly face the challenges mentioned above.

The greatest thing about creating video content today is that it doesn’t always have to be this large-scale production. The days of spending thousands of dollars and weeks of time on every video you create are officially over.

We believe that every brand needs a strong mix of video content across three levels: A-level, B-level, and C-level.

A-level video content

A-level videos are the videos that most brands are already used to creating. These videos are polished and well-produced, and therefore the most expensive to create. If your company has ever created a television commercial or a brand overview video for your website, it was probably an A-level video.

A-level videos work best when you need to create a strong impression on the viewer. If it’s the first time someone is interacting with your brand or another situation when you need to convey that your company is professional and credible, an A-level video will likely work best. This is what makes them great for commercials, product videos, and company overviews.

Don’t use A-level videos when your primary goal is to convey authenticity or build a relationship with your viewer. A-level videos also aren’t cost-effective for most brands to use as consistent, regular video content to support your social media, video SEO, email communications, or blog.

A brand will need much fewer A-level videos than B or C. As such, the key to getting the most from your investment in A-level video content is repurposing. You should always consider how you can use clips or footage from your A-level content for things like social media posts, presentations, across your website, or as a quick way to add a little polish to a B or C-level video.

To create A-level videos, most brands will need to work with a third party video company or marketing agency. These videos will be scripted, shot with high-end cameras by people who really know how to use them, will often feature paid on-camera talent, and will be professionally edited. 

Examples of A-level video content include this one from Slack, Kohler Industries, or Apple, below:

B-level video content

When a brand produces high volumes of video content, the majority of it is usually B-level. These videos are planned, but not perfect. Most of the how-to videos and vlogs you watch would fit into this category.

B-level videos work great when your goal is to build a relationship with your video viewers because they allow you to show more authenticity than A-level videos, and their lower cost makes them perfect for a consistent video strategy. This level works well for educational content, social media videos, a video series, team or personal intro videos, simple product demos, and video testimonials.

The best thing about B-level videos is that they can often be created by your own staff. Even if you decide to outsource them, they will be much cheaper than A-level videos because you can produce multiple videos at the same time or engage a third-party for just one part of the production process, such as editing.

To create a B-level video, all you’ll need is a basic script outline (bullet points work great), someone on your staff willing to get on camera, some basic video equipment, and an entry-level video editing program. If you don’t have people on your staff who are comfortable shooting video from a smartphone and editing it together, we recommend seeking training or considering hiring a student or recent graduate with those skills.

The keys to success with B-level videos are authenticity, volume, and consistency.

  • Authenticity. Brands that achieve success with these videos aren’t worried about memorizing lines and being perfect on camera. You’d be amazed at how much the occasional “um” will make you sound more human and help you connect with your audience. With that said, you do want to feature someone who is comfortable on camera, even if it takes them some practice to get there.
  • Volume. As long as you’re creating valuable content, the more videos you have, the better.
  • Consistency. Just like with a blog, magazine, or newsletter, publishing videos at a consistent interval allows you to more easily build an engaged audience of return viewers.

Examples of B-level video include this one from Solo, Simple Strat (hi!), and Moz, below: 

C-level video content

This is the level where brands can really connect with their audience and stand out from the competition. C-level videos are raw, unpolished, and extremely effective in humanizing your brand and the team behind it.

To create a C-level video, all you need to do is pull out your cell phone or turn on your webcam, press record, and start talking. You may want to prepare a few quick bullet points of what you’re going to talk about, but even that is often unnecessary. These videos are great for sharing lessons on-location from industry events, making key employees shine on their social media channels, helping your salespeople stand out in their prospects’ email inboxes, and adding a personal touch to your customer service communications.

The most powerful aspects of C-level videos are that they can be personalized for individual people and they can help you get information out in almost realtime. You can use them to pack an extra punch in any email you send or to share lessons as you learn them or think about them — which is often when you’re most passionate about them and before the competition has a chance to talk about them.

C-level videos still require good lighting and audio quality, so we do recommend purchasing a cheap portable light and lapel microphone, but you can easily get everything you need for under $50. These videos don’t require anyone else to shoot them, and you often don’t need to do any editing beyond occasionally cutting out or combining a couple of video clips.

C-level video examples include this one from Gary Vaynerchuk, this one from Ali Schwanke, and Vidyard, below:
 
 Richard + James – Social Selling Mastery for you

Putting it all together

Now that you know the different levels of video content you’ll need, it’s time to put together your plan. Thinking about these levels as you begin to determine your video topics and schedules will make it easier to determine the resources you’ll need, your ideal number and frequency of videos, and how each video will fit into your larger marketing strategy and goals. Just remember your ABCs and get ready to experience the difference that video will make for your brand.

Are you currently working on a video marketing strategy for the year? What have you found useful (or not) so far?