Video Ad Personalization Increases Engagement and Conversion

Marketing managers can use personalized video ads to get more qualified leads that convert faster. Rapidly responding to information requests using video ads can increase conversion rates up to 391% [Lead 360 research].


The challenges to producing dynamic video is customizing the video to match specific viewer needs, rapidly producing the videos. Joesph Terp and Tyler Israel from explained to me that the solution is to produce dynamic videos that can automatically adapt to specific visitor interests. If a company has access to visitor profile or a list with some personalized information, Video Merge Solutions can produce a video that can dynamically change to talk directly with the video viewer. The video can address them by name and select segments that are of specific interest to the viewer.


Video Merge Solutions can develop personalized video ads in 1-2 weeks using either a company spokesperson or talent. For more information about producing Personalized Video Ads, visit

The First Steps a Marketing Leader Should Take at a New Company

Becoming a new marketing leader at an existing company can have some key challenges – perceived value from other executives, staff buy in, and the need to show rapid business improvements.

Here are some suggestions:

Staff Introduction – executives, direct reports, and discussions – your values and first steps – do within first few days.

Business Plan Review – objectives, products, customer types – learn the business drivers

Marketing Assessment – review plans, status, campaigns, metrics – understand your starting point

Reputation Monitoring – strat tracking – Google Alerts+ – company name, product names, executive name – urgent challenges and staff engagement content

Staff Interviews – Meet with key leaders, get an understanding of key business drivers and activities – find the hidden values – start relationship building

Content Assessment – what is readily available to use for new marketing content, list subject matter experts – SMEs – for content creation

Competitive Analysis – market potential, what are competitors doing

Sales and Customer Care Tag Along – sales cycle, support challenges and opportunities

Staff Marketing Engagement – do simple campaigns that use staff – video interviews – relationship building

Mastermind Group – develop 10-20 key contacts – for your new industry – may need multiple mastermind groups – technology, distribution, etc.

Media Channel Setup – start to setup new channels, test campaigns – rapid reach expansion – shows immediate progress

Digital Marketing for Business Conference Raleigh NC April 15 and 16

Digital Marketing for Business Conference is coming to the Raleigh Convention Center, North Carolina on April 15 and 16, 2013.

If you are looking to learn successful ways to promote businesses online, this is the show to attend!

This event has 28 sessions given by some of the most successful Internet marketers in North America. The conference tracks include small business and enterprise.

In addition to learning from experts in Online Marketing, there are several networking events which will allow you to meet and interact with these expert marketing gurus.

To see more details or register to attend:

Define Facebook Marketing Objectives BEFORE Campaign Launch

Facebook Marketing objectives can include generating sales leads, increasing product sales, influencing buyers, relationship building, increasing product usage, generating website visitors, reduced advertising costs, reducing and support costs, and measuring customer perception.

Since campaigns can be designed to encourage different activities, Facebook marketing campaign objectives should be defined prior to the campaign launch. For example, if generating sales leads is one of your objectives, you might include free or sample content downloads as a key part of your campaign.

Sales Lead Gathering – Facebook content can motivate people to request more information about the topics covered. Try providing reference materials, such as links to white papers or services which require registration (the entering of name and email address). If the social media content focuses on a specific topic, these registrations may translate into people with specific needs, which can match your products or services.

Product Sales – information on Facebook pages about products or services along with promotional information.

Buyer Influence – information that may influence buying behavior, including usage tips, reviews or other information related to buying or using a product.

Relationship Building – Facebook marketing programs can build relationships through value added communication and interaction (engagement) with people, which builds customer promotion and loyalty.

Website Traffic – Facebook marketing programs can increase the number of people or devices who visit a web page or website over a period of time. Increase traffic through Facebook activities and content designed to include and match the content of links contained within or referenced by Facebook content.

Reduced Advertising Costs – Social media distribution channels may not cost anything more than the use of staff and other resources to monitor, interact with, and create social media content.

Reduced Support Costs – Social media can dramatically reduce support costs while increasing customer satisfaction levels. Encouraging customers to share their product solution experiences can reduce the number of calls to customer service centers and help end users to discover and believe answers to their questions more quickly.

Market Research – Facebook engagement can be analyzed to discover how customers perceive the value of products or services. The number of and sentiment of Facebook posts can indicate how users or potential customers perceive product value – all without the need to perform expensive or potentially biased market research.

Free QIC Learning Facebook Marketing Tutorial at:

Social Media Marketing Raleigh Meetup – Social Media Copywriting 9/26

Creating content that is effective for social media marketing is different than creating general Web content. There are rules to follow – both written and unwritten – and guidelines to ensure successful content organization. You want content that is both discoverable and influential. This will help to ensure the use of content that is SEO-friendly and user-aproved. Join us for the next Social Media Marketing Raleigh Meetup #SMMM, taking place at QIC Learning in Cary on Wednesday, 9/26 5:30-8:00 pm.

 Register at:

Are Your Linkedin Ads Targeting the Right Audience?

If you’re advertising on Linkedin, you may find yourself wondering if your ads are being seen by the right people. Targeting the right audience will result in higher conversions, more qualified sales leads and increased ROI. Taking advantage of Linkedin’s  customizable advertising options can be beneficial, especially when you consider that most user profiles are extremely telling.
Targeting your audience will lead to the placement of ads in a number of places, including Profiles, Home Pages, Inboxes, Search Reults Pages and Groups. Once you define your target criteria, your ads will only be shown to members who fit that criteria.
You can target your ads to Linkedin members according to job title, job function, industry, geographic location, company size, company name, seniority level, age, gender or Linkedin group. Play around with customization options to estimate the size of the audience size you’ll be able to reach. Note that targeting narrows the scope of people who will see your ad.
Gepgraphic targeting, in particular, can have a drastic effect on audience size. When targeting for an industry, create separate campaigns that are industry-specific. Targeting by job function will allow you to limit ads on a more broad level, such as finance, marketing and operations. Group targeting, which is perhaps the most beneficial, allows you to target your audience based on interests, skills and expertise.

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Design an Effective Web Site – Basic Terminology

Web site design does not often come easily to those who lack formal training and experience. An effective web site can be measured by the right mix of content coupled with proper formatting. A good developer knows how web sites operate, understands the controls and hidden data within the pages, and manages supporting file formats, such as data feeds. Recent advances in web technology tools have inspired some business owners to design and manage their own web sites. If they’re not careful, they’re likely to end up with an unprofessional looking web site that does not rank highly on search engine results pages, resulting in decreased traffic and conversions.

When designing a web site, remember the basics:

Web Pages– text files that contain a mix of control (tags) that modify the appearance and interaction of the web page

URL Web Address – text based web address name that is converted into a numeric IP address

Metadata – hidden descriptive data contained within a web page

Format and Style – labels that can identify sets of characteristics

Cookies – small amounts of data used to identify returning visitors (shopping carts)

Scripts – commands used to dynamically change information provided to visitors (ad insertion)

File Transfer Programs FTPs – move files between web developer computers and host computers

Data Feeds – files that contain items and the dates the items were added or changed

Free Online Tutorial – Effective Web Site Design:

How Does WordPress Work?

To utilize WordPress to Setup and Manage your Website, a basic knowledge of web browsing is required. No programming skills are necessary, but some basic HTML programming skills can be helpful for customization.
WordPress works to identify, gather, and process media items, such as text, images, and video, which it stores in a database to produce standard HTML web pages using templates. Once the WordPress website templates have been setup, updating the website can be almost automatic, making it ideal for business owners and marketing managers with little to no prior web design knowledge.
A Hosted Platform runs on an external computer. It can be on the website or it can be on another computer such as
Administrators are people who are authorized to make all changes, such as adding and deleting web pages, approving comments and customizing widgets, such as “Share” buttons.
Databases are the tables that WordPress uses to hold media. For the free website, the databases are automatically setup. For websites that are hosted externally, the database requires a setup.
Templates are files that contain rules used to determine how WordPress will create pages. Templates define the appearances and feature capabilities of WordPress web pages.
Generated Web Pages are web page files that are created by WordPress.

The Importance of Maintaining Consistency with Social Media

When it comes to social media, it can be very easy to post a status update or tweet here and there, particularly when it comes to professional accounts. Personal accounts, which tend to contain the more “juicy” tidbits may be visited more frequently than the more functional and boring business accounts. It is important to realize the need to post valuable content on a regular basis to see results for business related social media pages.

No matter the social media platform, consistency is key. Linkedin awards “Top Influencer” status based on your level of activity, which not only includes frequency, but also user interaction. Simply put, the more frequently you post valuable content, the higher your level of perceived influence will be; note the emphasis on the word “valuable” here.

Klout, a site that appoints a numerical score on user influence, advises that the best way for users to see improvements in scores is to consistently post highly engaging content that others will not only find valuable, but also act on via shares, comments and other measurable online actions.

 Some key things to consider:

Post Regularly – Daily Updates, Offers, Tips, Best Practices

Avoid Duplicate Content – Bad for SEO

Keep Track – Spreadsheet, Dashboard

Social Media Channels Bring Added Marketing Value

If the term “Social Media” brings to mind little more than Facebook and Twitter logos, your company may not be making the most of available marketing channels.
There are numerous forms of social media that, when used effectively in a marketing campaign, can result in measurable and controllable publicity for your company.
Social Media Channels:
  • Blogs – qualified subscribers, gain email addresses/contact info
  • Social Networks – social and professional, “likes” and “follows” are measurable
  • Media Sharing Sites – spread recommendations, various media formats
  • Review Sites – request reviews, require careful management
  • Discussion Groups – posts should explain key issue; offer solutions you can provide
The channel you select will largely depend on the nature of content, which may be original, licensed, shared or existing, video, text or image.

QIC Learning offers short, highly interactive courses taught by instructors with real world experience covering Internet Marketing,
Social Media Marketing, Effective Web Site Design, Search Engine Optimization (SEO), Reputation Management and more.