Global Entrepreneurship Week: 10 online side hustles for the internet generation

Technology has truly transformed the world of business. It has enabled a new generation of online entrepreneurs who are tapping into the vast number of opportunities that cyberspace has to offer. And they’re changing the world with their innovative ideas.

In celebration of Global Entrepreneurship Week 2019, we’ve highlighted some of the world’s most popular platforms for online side hustles, from which the online entrepreneurs of the future are launching their careers.

Instagram

Brand marketing is probably the most lucrative way people can make money on the Instagram app. However, you need a large following – perhaps around 10k as a starting point – to begin bringing in the pounds. Kylie Jenner and Cristiano Ronaldo, for example, earn millions through this app. The Juventus forward reportedly earns more through social media than he does playing football!

Affiliate marketing is another tactic that people on Instagram use to earn money. It’s all about making sales: you are paid a percentage, if your followers buy the product.

Depop

This is one of the most popular online side hustles among the student population in the UK to earn money. Depop is a combination of eBay and Instagram. It’s aesthetically pleasing and straightforward to use. Whether you’re a thrifty shopper, a designer lover, a fan of all things vintage, or even want to buy new pieces of clothing or accessories, Depop has it all. It’s also a very sustainable way to shop, so it’s only likely to get bigger, and more popular.

There are several ways to earn money on Depop, but reselling is one of the most popular. Some people will troll charity shops to find the waviest vintage garments (often designer), then sell them on for a profit. Some shoppers even sign up to get exclusive access to ‘drops’ from much-hyped brands like Supreme. It may involve queuing for hours – if you’re even lucky enough to get a place – but once you’re in the store, you’re able to buy some exclusive clothes and resell them at a mark-up on Depop.

Gaming

There is serious money to be made from gaming, and winning tournaments online. And while the competition is fierce, the rewards can be substantial for simply playing your favourite video game. Competitions take place across the world, so there can be an excessive cost in terms of travel and accommodation. However, no risk, no reward, and winners can get paid hundreds of thousands of pounds!

Taking your gaming to platforms such as YouTube is one of the top online side hustles. The market for this is incredibly saturated, so it’s crucial to find a niche or have something about you that people love and embrace. The more viewers you get, the higher your earning potential – YouTube pays out a share of the money it collects from advertising and you can also benefit from lucrative sponsorship deals.

Ecommerce

Anybody can now build a website and instantly start selling a product online. There are tons of web building apps out there to get you started, and with the likes of Alibaba, for instance, you can find new suppliers and products continuously. There are a variety of models you can use to automate and manage your e-commerce business, as well as numerous platforms to sell your goods and services. With drop shipping models and third-party logistics options, you can set up an entire business at home. You don’t have to worry about storage, or to ship any of your products to your customers.

TikTok

This app is primarily aimed at a younger demographic. It enables people to watch short videos that feature people lip-syncing to songs, comedy routines, and other moments from pop culture — including TV shows and movies. People also film themselves doing stupid, funny, or cool things from dance routines to trick shots. You can’t make money from TikTok directly, but once you amass a following, you can migrate them to other sites like YouTube and make sponsorship deals.

Surveys

There’s a variety of different survey sites that will pay you to fill in and submit questionnaires. Populus is one of the more popular websites, paying around £2-£5 per survey depending on the length of time it takes to complete. It’s not the most lucrative of the online side hustles, but it is consistent. All you have to do is enter a few personal details, and the company will email you as and when surveys are available. Sometimes you may get multiple surveys in a matter of days, while other times you might only get a few each week – it all depends.

OnlyFans

One of the more innovative concepts, OnlyFans bills itself as a ‘subscription content service’ that allows users to pay a monthly fee to view exclusive pictures, videos or tutorials from their favourite creators. The creator gets 80 percent and OnlyFans gets 20 percent, and people can earn hundreds of thousands a year from it. Jem Wolfie, for example, is an influencer who has loads of followers on Instagram, and she currently has around 10,000 fans paying $15 every month to view her content. The content is exclusive compared to that on her Instagram profile, and she has already earned over £2 million.

Trading

If you enjoy following forex or stock markets, then you might have what it takes to trade. You’ll need to know how to use a broker platform to place your trades. After that, you’ll have to spend some time trading with a demo account where you don’t risk any real money. You can then progress from there. The beauty of this side hustle is that the markets are open in FX, so you can trade whenever from wherever. There is no cap on earnings either, and the spoils are huge. All you need is a mobile phone or laptop and an internet connection to get underway, meaning you can work from many different places around the world.

Running online courses

If you’re an experienced professional looking to teach your skills and share your expertise to the masses, you’re in luck – it can be one of the most valuable online side hustles. For example, one of author Suzy Ashworth’s online courses – The Limitless Life Experience, which helped business owners to thrive at home and work – generated £261,000 in sales in 2018. The success of the course prompted Suzy to move to Mexico with her husband and their three kids.

Travel blog/writing

Most people love travelling and exploring new places, so why not turn this hobby/passion into an income-generating lifestyle? Writing your stories and experiences can be rather enjoyable, plus you’ll be able to travel far and wide while potentially earning really good money. That said, it isn’t easy, as competition is fierce, and you’ll have to be able to sell your articles or run a revenue-generating blog.

When it comes to running an online business, there are a lot of moving pieces to think about. But if you want to succeed and create a sustainable business for years to come, you need to become a master at something. And once you’ve found that niche, cyberspace becomes infinite.

If you’re thinking about going beyond online side hustles, check out our list of 10 vibrant tech start-ups to get some inspiration

GEW UK 2019: Ten vibrant tech startups worth watching

Despite a less-than-desirable economic landscape, the UK tech community is showing a steely resolve if the current haul of new patents is anything to go by. Little wonder then, that the UK rates 4th in the world in terms of tech investment, with venture capital, private equity and traditional funders still lining up to commit funds to the right projects.

While London, and more recently, the south-east, has dominated the startup scene, there are encouraging signs of increased activity across the broader region, particularly in the north-west.

In anticipation of GEW UK, we take a look at 10 startups that are at the forefront of innovative disruption, most notably from the ambit of science, technology, engineering and mathematics (STEM). They are listed here in alphabetical order.

Attest

Founded in mid-2015 by Jeremy King and Tony Hunter, Attest is a London startup that has built a tech-driven market research platform to enable companies to get market research and insights quicker and more often. Attest aims to bring a Software-as-a-Service (SaaS) approach to market research, giving businesses live access to a pool of respondents to conduct market research in real-time.

Beamery

Founded in London by brothers Abakar and Sultan Murad Saidov and their friend Mike Paterson, Beamery is a talent operating system that combines elements of customer relationship management (CRM) and marketing software with artificial intelligence. The entire talent journey is unified on one platform that turns recruiting from a reactive to a proactive function focused on continuous relationship-building with top candidates.

Blue Vision Labs

Blue Vision Labs is a collaborative Augmented Reality (AR) company that is enabling the next generation of AR and robotics, working on cutting-edge products in robotics, computer vision, and self-driving cars. The five co-founders met seven years ago as a group of entrepreneurial friends, and the company has since grown into a team of engineers and researchers from Oxford, Facebook, Google, and Microsoft.

Bulb

Bulb is a green energy supplier that gives consumers a choice of energy they haven’t had before. The company was founded in 2015 by Hayden Wood and Amit Gudka and are now the UK’s fastest-growing energy supplier, providing 100% renewable electricity and 10% green gas to more than 1,000,000 members across the UK.

CognitionX

The CognitionX mission is to drive the acceleration and responsible deployment of AI by providing an advice platform that matches questions to domain experts in real-time. Founded by Charlie Muirhead and Tabitha Goldstaub, the basic version of the product is entirely free, while an enterprise version that creates a custom-built internal expert network for clients is available as a paid-for subscription.

Igloo Energy

Southampton-based Igloo is a smart home energy service that supplies gas and electricity to domestic customers on standard credit meters. Founded in 2015, Igloo provides one tariff for all customers and uses data on each home to deliver personalised energy insights for each customer. Founded in 2016 by Duncan Ellis, Henry Brown and Matthew Clemow, the startup has a current customer base over 26,000. Igloo placed second in Startups.co.uk’s Startups 100 list for 2019.

LabGenius

Biotech startup LabGenius is the first biopharmaceutical company to develop next-generation protein therapeutics using a machine learning-driven evolution engine (EVA).  As the world’s first autonomous scientist, EVA uses AI to predict which mutations have the right biological design and, using a bank of liquid handling robots, continuously runs its own experiments, learning and evolving as it determines the results.

Medopad

Named a ‘$1 billion unicorn in the making’ by KPMG, Medopad is a London-based health tech company. Founded by Dan Vahdat and Rich Khatib, Medopad produces applications that integrate health data from existing hospital databases, as well as patient wearables and other mobile devices, and securely transmits it for use by doctors. Medopad’s pricing structure takes the form of an annual software as a service (SaaS) license fee in the UK.

Revolut

Fintech startup Revolut is a digital banking alternative for instant payment notifications: free international money transfers and global fee-free spending. Founded in 2015 by Nikolay Storonsky and Vlad Yatsenko, Revolut now has more than 5m customers throughout the UK and Europe, largely thanks to its attractive spending options abroad and appeal to younger users.

Senseye

A cloud-based software for predictive maintenance, Senseye helps manufacturers avoid downtime and save money by automatically forecasting machine failure without the need for expert manual analysis. Its intelligent machine-learning algorithms allow it to be used on any machine from any manufacturer, taking information from existing Industrial IoT sensors and platforms to automatically diagnose failures, and provide the remaining useful life of machinery.

While this list is not in the least exhaustive, these companies caught our attention because they all seem to be resourceful and punching well above their weight.

As an active participant in the SME community – having been voted recently as one of the UK’s top 25 SME Culture Leaders – TopLine Comms is proud to be associated with Global Entrepreneurship Week 2019.

 

Influencer interview: Nick Moore shares his business wisdom

For this expert interview, we were lucky enough to be joined by Nick Moore. He started out in the music industry – from owning a record label to founding the UK’s first music video streaming site.

Nick now advises the rising stars of the business world, as a professional business mentor and non-executive board director for several companies, including TopLine, and his advice has been indispensable to our B2B PR agency.

We met Nick six years ago, through a government scheme that paired small businesses with mentors. He immediately stood out to us as an expert at building, scaling, and selling businesses, and we were thrilled that he was willing to advise us.

Nick is particularly interested in HR, and we agree that a great working culture leads to great work. Happily, our people strategy is paying off, as we’ve been recognised as the UK’s sixth best small business to work for.

We sat down with Nick to discuss what he has learned in his career, his growth strategy for companies, and what he expects for the future of business.

 

Your business career started in music, how did you first get into it, and what was the industry like at that time?

I started at university when I was elected VP for Communications & Social Affairs of the Students’ Union and put on early shows by Blur, The Manic Street Preachers, PJ Harvey, Radiohead, and The Verve. I then moved to London in the early ‘90s, where I ran the Splash Club and later started the Barfly Club, both of which were key venues for the emergence of Brit Pop and Brit Rock. They featured shows by Oasis, Travis, Stereophonics, Placebo, Muse, Coldplay, Elbow, and others. It was definitely one of the most exciting times for British guitar music.

 

How have you transposed the skills gained in this industry, and applied them to other kinds of businesses?

The music business is all about building teams of people to collaborate on projects. For a team to work together effectively, you need to start with clearly communicated objectives. Everyone needs to know what part they play in working toward those objectives. A compelling objective, an effective strategy and clear communication are the keys to success, no matter what business you’re in.

 

Tell us about your first experience in selling a business, what did you learn from the experience? Anything you wouldn’t do again?

When I first sold some of my businesses, I continued to participate in running them. I mistakenly thought this meant that I would stay in control, but the reality is that whoever holds the purse strings has most of the control. Although I thought I was entering partnerships, they ended up not operating quite like that.

 

You offer business advice across a range of sectors. What would you say is fundamental to the success of a company?

The first step in any growth strategy is having a clear vision of where you want to go, and a strategy of how to get there. Next, stay on top of the finances. Know where sales are coming from, and what funds are required to achieve your goals. Finally, hire and motivate a talented team who share the vision and understand their roles in achieving it.

 

Finally, HR and people strategy is one of your specialist areas. How has the way businesses regard and use HR changed over your career, and how do you think it will change in the future?

Technology has revolutionised HR. Now there are countless tools available for communicating company policies and holiday allowances, and that sort of thing, so employees know their rights and the company’s processes. However, the biggest shift has been greater respect for employee welfare and making employees feel valued.

Since the cost of hiring and onboarding employees continues to increase, attracting and retaining good team members is critical. Fundamentally, this means keeping them happy. Several studies have demonstrated the benefits that a happy and motivated workforce have on a company’s productivity and profitability.

Technology also lets businesses offer employees greater flexibility in working from home, and other work-life benefits. Following several recent trials of shorter work weeks, including by Microsoft Japan, which show a significant increase in productivity, I think we may also see a reduction in the working week.

If you’re interested in learning how digital PR can fit into your company’s growth strategy, contact TopLine Comms today.

The marketing impact of Brexit revealed

 

My best marketing decision

We asked the founders and marketing teams of ten successful start-ups what had really helped them grow. Here’s what they said:

 

Adam Thornhill, Medicspot

“Undoubtedly, the best decision made to date was to film an explainer video. This wasn’t just an explainer video for explainer video’s sake. Countless other benefits derived from this, including a renewed focus on our most important value proposition; the ability to repurpose stills for in-store materials; team building (filming and acting can be fun); and a deeper connection with patients.”

 

Felicia Meyerowitz Singh, Akoni

“Hiring the right team! By doing so, I was able to share my vision of Akoni with like-minded, smart people to create an accurate reflection of how Akoni operates and its unique innovations.”

 

Peter Caputa IV, Databox

 “Over the last two years, almost 4k individuals have contributed to our blog. Every week, we come up with new article ideas and then we reach out to experts on each topic. We ask them to answer a few questions and then we weave their quotes into a comprehensive article. When we started doing this, it was very time consuming. We previously struggled to publish one of these articles every week with a full-time marketer focused on it. I also struggled to convince the team that it would ultimately help us grow our traffic and signup volume. But, over time, as we developed a list and a reputation for doing these roundup posts well, it became easier to get great contributions and we started to really grow our organic search traffic. Now, we publish 3 per week with 3 freelance writers who cost us about the same as a full-time marketer. Plus, we routinely get 100+ contributors to our new articles, whereas getting 25 was often a struggle in the beginning. More importantly, over the 2.5 years we’ve been doing this as our main content marketing approach, we are now at  100k sessions, ~4,000 new signups for our free product and 100+ new paying customers every month.”

 

Uri Meirovich, QUADSAW®

“Producing a great product video that went viral on the day of the launch. It was a big expense at a very early stage of our business but worth every penny.”

 

Frederick Vallaeys, Optmyzr

“Our best marketing decision was to focus on our brand reputation first. We already had a strong brand in the search marketing industry through my 10 years of work at Google as Google’s only Ads Evangelist at the time. After starting Optmyzr, we maintained a thought leadership position by writing for industry blogs, speaking at industry conferences, and being a guest on podcasts. And not only did we stay top-of-mind in the PPC world, we even strengthened our reputation by producing some great content.

“Here’s why our brand and reputation is so crucial… when a potential customer realizes they need help with PPC management and automation, they will search on Google where they will see us and our competitors. When you have a respected brand, your ad immediately gets additional consideration, even if it’s not the highest ranked one on the search results page. And when the prospect reaches out and talks to us, they already know what we stand for because they’ve heard us speak or read our blogs.

“We took our thought leadership one step further this year and wrote a book, Digital Marketing in an AI World. It’s about the future of the PPC industry and only briefly mentions Optmyzr. But people read it and reach out to us. It’s allowed us to connect with prospects who were previously outside of our circle of influence and grow our business.”

 

Adam Keal, Xero

“When there was a fair amount of scare-mongering in the media about new tax rules for business, we decided to take a positive, encouraging approach to SMEs.

“Making Tax Digital is HMRC’s new drive to get small firms filing VAT returns using accounting platforms like ours.

“The ensuing race to sign up new subscribers gave the industry a choice between a carrot and stick, but we decided to take a positive, encouraging tone with businesses and distance ourselves from the fear and panic!

“This strategy paid off and our customers were really pleased with our approach to getting them ready. We also created our loveable Xero character Dexter the Digital Tax Advisor to lift the load further in a fun, engaging way.”

 

Richard Leader, Touch Financial

“My best marketing decision was addressing personal emotion when rebranding a B2B business. Typically, B2B branding is focused on the product or some nebulous core value of the organisation – value, quality or efficiency, or something equally bland.

“When faced with a number of apparently me-too competitors, I decided the new brand would address not the core values of our business but the emotional requirement of the customer.

“Afterall, business owners are human too… It was a brave step but one that I’m so glad I took. My word of advice to anyone in marketing is: be bold.”

 

Will Pickering, Funding Options

“Some of our best marketing decisions have been about making a decision in the first place. Although it’s tempting to spend lots of time reading and getting to grips with the theory of something before you act, I’ve found that learning by doing is often the fastest route to delivering value. There’s a Kurt Vonnegut quote that sums it up well: “we have to continually be jumping off cliffs and developing our wings on the way down.””

 

 Simon Daggett, Access Self Storage

“The best marketing decision I’ve made is investing in sales enablement programs. For each marketing campaign that I’ve built, I design and develop a sales enablement program that provided sales teams with the content, training, and knowledge to actively progress and close deals in the sales pipeline. Through this process I’ve gained a higher return on investment as each marketing qualified lead generated is acted upon by a knowledgeable and confident sales person.”

 

Simon Misiewicz, Optimise Accountants

“The best marketing decision we made was to focus on a ‘Knowledge base’ containing comprehensive blogs – evergreen pieces of content that we maintain and update based on the latest tax legislation. We’re property accountants by trade and our blogs on Capital Gains Tax and inheritance tax have driven tens of thousands of prospects to our website over the years. We break the blogs down into sections with indexes at the beginning of each post, so users can quickly and easily find what they need. We also supplement the content with audio and video so it can be digested quickly and easily.”

 

Want to be featured on our marketing blog? Check out our contributor page

Research: Half of UK employees put off business events by poor content

ʺOutdated, irrelevant, and boringʺ. This was the frank opinion of nearly half (46%) of the respondents in a survey we conducted recently on how UK employees view business events and conferences in their respective industries.

And it doesn’t stop there. Respondents also took aim at overcrowding (45%), speakers who sound too salesy (34%), inadequate venue facilities (28%) and events that are too long (25%).

As a B2B PR agency, our team attends a lot of events. While we can concur with some of the more negative points raised by the respondents (no one wants to spend all day at an event with long queues), it’s safe to say that we still value them.

The good news is that nearly half (49%) agreed that events and conferences are still one of the best ways to learn about products and services (49%), followed by trade publications (45%) and social media (37%). In fact, 9 out of 10 employees said they’d be more inclined to recommend a product or service to their boss after seeing it demonstrated at an event.

We wanted to learn what gets people to events and the most popular answer was rather practical – the location (58%). Following closely in second place was quality and relevance of content (50%), followed by industry speaker reputation (47%). When asked how they find out about events, most said via email (76%), followed by referrals from colleagues and peers (51%), and social media (46%).

We can’t underestimate the continued importance of traditional industry events, trade shows and conferences – there is still huge value in creating networking opportunities and interacting with prospective customers face-to-face. But event organisers need to remember the basics – choose a good location, make sure there’s enough space for everyone to move around comfortably, and choose your speakers wisely.

Need a great B2B PR agency to help you design and promote your event? Get in touch today.

 

 

 

 

 

 

 

 

 

 

 

How to market to Generation Z

Generation Z (also known as post-millennials), will account for 40% of all consumers by 2020.

Referring to those born after 1995, Generation Z are currently entering the workforce; and as they do, their earning and buying power will increase dramatically. Without a doubt, this will mean big changes for businesses across the board.

For any company looking to sell – whether it be a specific product, a service, or a job – determining the best ways to market to Generation Z should now be high priority.

Here’s everything you need to know about engaging and marketing to Generation Z.

 

How to market to Generation Z

  1. Use technology to your advantage
    It goes without saying that those born post-1995 are more technologically-savvy than the previous generation. Not only that, but they spend more time online than any previous generation; so why not market to them where we know they are? If your company is not already active across all social media channels, set up your profiles as soon as possible; and keep them all up-to-date with fresh, relevant content including images, video and status updates. It’s also a good idea to consider the potential value of newer marketing methods – text rather than email, influencer marketing over product placement, video instead of television advertisements, and so on. Keeping up to date with tech trends will help you stay in-tune with what Generation Z are currently looking for.
  2. Focus on creating quick, digestible content
    Reportedly, the average attention span of a post-millennial is 8 seconds (vs. 12 seconds for millennials). With access to countless tech products, social media platforms, websites and adverts, it’s important to catch the attention of the Generation Z’er as quickly as possible. Rather than writing long-form content for your website, or text-heavy captions on your social media posts, focus on quick, easy-to-digest content, engaging images and bite-size video clips – and stay up-to-date with trending topics and themes to ensure they are always relevant.
  3. Remember your purpose
    Generation Z are increasingly focused on social and environmental responsibility. In fact, it was recently reported that 60% of Gen Z’ers would support brands that take a stand on social issues. Whether you’re looking to recruit them or sell a product to them, focusing on your business’ corporate social responsibility policy is a great way to engage post-millennials and boost brand reputation.
  4. Interact with Generation Z long-term
    Generation Z are apparently less concerned with flash sales and quick wins; and more with long-term brand engagement and trust. You can build up this trust with regular communications, and exclusive deals and insights that will help to ensure your Gen Z customers feel loyalty to your company.
  5. Optimise mobile experience
    If you’re looking to successfully market to Generation Z, a mobile-first marketing strategy is essential. A smartphone is the average post-millennial’s most-used device; so mobile optimisation is key. This applies to your website, emails, blog, and social media; all need to look just as good, and be just as easy to navigate, on mobile as on web. Likewise if you know your audience is predominantly on mobile, don’t bother with desktop advertising; focus on targeting only mobile users. If you’re really serious about marketing to Gen Z, consider things like starting an app, allowing you to send push notifications to mobile users.

With Generation Z about to hold a lot of buying power, it’s time for companies across every sector to consider how best to market to the newest demographic.

Looking to recruit today’s digital natives? Give A Grad A Go are the UK’s leading graduate recruitment agency – get in touch to find out about our services

Your film’s place in the video marketing funnel

Every production needs a purpose: whether it’s to raise awareness of your brand, generate leads, or encourage job applications. Your film’s format is therefore closely aligned with its place in the video marketing funnel: whether it’s at the top, the middle, or the bottom.

As a production company, we know what kinds of live-action and animated content can achieve your goals. Here’s where each type lands in the video marketing funnel.

TOP

Editorial video

An editorial video is at the top of the video marketing funnel. It’s therefore not usually sales-focused: ordinarily, the priority will be creating interesting, unbiased, relevant content that captures the target audience’s attention.

In this respect, it’s like much PR activity – and in fact, is often used within PR campaigns in conjunction with whitepapers, email marketing, and paid/organic social. These can be live-action or animated.

Example:

https://toplinecomms.wistia.com/medias/stjxhqu8i1

Thought leadership/Educational video

Educational and thought leadership videos are similar to editorial videos but have the specific aim of positioning the client as an expert – if the production brings in leads, great, but that’s more a happy byproduct than the specific intention.

They can also be live-action or animated, and as with the editorial video, it’s used largely for PR purposes, and promoted largely through the same methods and channels.

Example: https://toplinecomms.wistia.com/medias/4amwz3l61g

Brand film

The brand film is the most explicitly self-promotional top-of-funnel video: it’s about your company, what it stands for, and why it matters. It’s usually live-action content, with lots of interviews from employees and senior figures explaining the business’ general ethos, but more and more organisations are opting for animated content as a means of distinguishing their brand identity.

Though they’re used to generate awareness and are therefore most suited to the top of the video marketing funnel, they can also be used at the end – nudging leads along, enhancing your value proposition and burnishing your overall credibility (much like a testimonial).

Social video

Short, sweet, and usually made as part of a series, social videos are used to drive awareness – or traffic – to a website or a specific CTA (i.e. phone this number, contact this person, click this link). Like brand videos, they’re typically considered top of the funnel but can be used elsewhere: in this case, social videos can be used mid-funnel to help convert leads.

Example:

https://vimeo.com/83518812

MIDDLE

Explainer video

An explainer video is exactly what it sounds like: a 60-90 (the shorter the better) video that sits on your homepage – or certain landing pages – and explains what you do in simple and direct terms. It’s what you need if you’re looking to convert leads, but it can also be used for email marketing and top-of-funnel campaigns on social media: just make sure you can cut it down with a shorter edit.

Example:

https://toplinecomms.com/services/video/our-work#tab-explainers

Hype video

Another exactly-what-it-says-on-the-tin video: designed to generate excitement and attention toward a company and its products or services. Like hip-hop’s traditional hype man, it serves a largely introductory purpose: it’s not the thing, but the thing before the thing – be it a conference, a speech, or a product launch.

The hype video is mainly used on social media.

Example:

https://toplinecomms.wistia.com/medias/bzgvrm4pun

Event video

If you’re serving a global audience, if tickets are sold out, or if you just want to capture something for posterity, an event video – or even a livestream – is perfect. The other kind of event video refers to content made specifically for the event (usually without sound). These videos are usually promoted via email or social media.

Example:

https://toplinecomms.wistia.com/medias/aivc3s84a2

 

BOTTOM

Product demonstration/How it works video

Perfect for prospects who are already on the hook, the aim of a How it Works video is to make a complex product simple, straightforward, and appealing: explaining its features and benefits and why the end-user should care about them. Because the aim is to get the potential customer to buy, it’s usually located on the website – on the home page or a product page – with little social presence.

Example:

https://toplinecomms.wistia.com/medias/ekq8ofoc6n

Testimonial video/Case study

A companion piece to the How It Works video, the case study is all about how brilliant you are – in the words of your customers. The best of these videos aren’t overly salesy or pushy: they instead highlight your brilliance by letting a happy client tell a happy story. These are often used on social channels (promoted organically) and your company website.

Whatever video content you require, at whichever stage of the funnel, we can help. Contact our head of production to find out more in our video strategy company.

What do the best B2B Facebook ads have in common?

Facebook can sometimes feel like a forgotten platform when it comes to B2B marketing. It’s often seen as a playground exclusive to consumer-facing companies but B2B companies are increasingly taking note. Facebook has a solid user base and decent data analytics to dive into, making it a platform worthwhile for any B2B marketer’s digital strategy. Some of the best B2B Facebook ads can produce worthwhile leads and results.

 

However, any B2B company looking at Facebook wants to make sure that their ad is one of the best B2B Facebook ads. Here are our recommendations to make sure your ad does its job.

 

Have little or no text on the image

Facebook will not show your ad if the image has too much text overlaying the image. Facebook says that ads perform better if text takes up less than 20% of the image, so use that as the basic ratio guide.

 

Be bold but simple

Make your ad stand out from the rest by thinking about what colours to use – do you want to blend in with the Facebook blue/grey colour palette or stand out? The last thing you want to do is confuse your audience, so keep your ad simple and to the point so that they know exactly what you have to offer them.

 

Have a call to action

Your call to action – the ending message that you’re sending your viewers so that they know what you would like them to do next – compliments the point above. Make your offering clear, so your audience knows exactly what they’re going to get by clicking on your ad.

 

Keep your branding consistent

It’s important to be consistent with companies’ branding, no matter what platform you’re using. You want people to remember your brand and the great ads that you run. Include your logo, font and colour scheme wherever possible.

 

Don’t use stock imagery

This looks like you haven’t put much thought into your ads – take images yourself – this is great for sticking to your branding too!

 

Use video

This doesn’t mean stick any video in your ad, videos must be filmed on a proper camera and be relevant to what is being advertised. And remember that you need to get viewers engaged from the start – your video should only be 30 seconds long

 

Think about the destination

Your ad doesn’t stop at the design – you need to make sure the destination that they’re clicking through is also up to scratch. Make sure you take your audience to a bold and tidy landing page that outlines exactly what is being offered to them and use the same wording and imagery from the Facebook ad where possible.

 

Data capture

Do you want to get peoples’ email addresses? If so, don’t forget to include a form! Make sure the form includes all information above the page fold, don’t ask for too much from your audience and keep word count low – don’t bore your potential customer/client before they’ve even had a chance to fill in the contact form. Include a clear call to action, remove menu options so they can’t easily navigate away from the landing page and include your own contact details on the page, too.

 

B2B Facebook ads can be done. Overall, the best B2B Facebook ads are clear and concise with strong branding and simple to navigate calls to action.

 

If you’re looking for a leading inbound marketing agency to help you with your digital strategy, get in touch with one of our directors today.