PeriscopeLast month, Periscope, Twitter’s live streaming service, became the lifeline for Democrats and the many Americans following the vote on a new gun control law. After the Republican-controlled CSPAN booth shut down, it was through Periscope that some Democrats were able to live stream the events inside the hall.

Will the launch of FB Live be the end for Periscope? This is unlikely, for several reasons:

  • Periscope is determined to stay fresh with new updates like its recent Go Live button strategically placed on the Twitter app, which, when clicked, directs the user to Periscope.
  • With a new update, Periscope now allows you to save your streams forever.
  • Periscope is a standalone app, which allows you to track accounts and keep tabs on your followers.
  • You can use it with GoPro, iOS and Android.
  • You can sketch while live streaming.
  • There are thousands who love anything BUT Facebook because of the multiple issues surrounding its use such as the new privacy and censorship policies, among others.

Most definitely, video and live streaming is the current darling of all social media features. It is able to generate up to a 1200% increase in shares, compared to images or text. However, not everyone likes Facebook and will admit to having some kind of love-hate relationship with the service. This means that if possible, they will use whatever alternative is available – and for now, Periscope is it. In fact, according to Forbes, millennials adore and are obsessed with Periscope.

Here’s why:

  • Periscope allows users to feel that they are in a private intimate setting where one can get the freshest information.
  • Periscope is engaging.
  • With Periscope, you also can enjoy a sense of urgency now that it is packed with Twitter through a Go Live icon.
  • There is less of a promotional feel to live streaming on Periscope for several reasons, such as its more personal way to communicate with sketching and the use of the GoPro.

In a recent interview with the CEO and founder of Periscope, Kayvon Beykpour spoke about the future of live streaming.  Beykpour spoke about how the performance of Periscope will affect the future of Twitter, especially now that FB Live has been launched. Some of the highlights of that interview include:

  • Periscope is a real chance for business entrepreneurs to break into the mainstream more easily.
  • With Periscope, a business can actually engage with the company to create a dedicated channel for special events.
  • The main focus of Periscope in the coming months will be audience interaction, which Beykpour believes is a powerful marketing tool because it gives viewers a voice.
  • As business entrepreneurs, one of the most valuable business assets you could ever hope for is customers’ personal responses to your marketing efforts. Just imagine how extra special your client will feel when you respond to their comment or feedback on your live stream video. Right there, a bond can be established that will have untold returns if addressed properly.

Some of the top world brands that use Periscope and are happy with its service are BMW, Netflix, Red Bull, Spotify, Adidas, DKNY, General Electric, and Mountain Dew.

What these and many more companies are doing with Periscope is simply amazing:

  • Behind the scenes videos
  • Special promotions
  • Live events
  • Contests
  • Live interviews

With Periscope, you offer your customers a wider perspective of your business – and this can enhance brand loyalty and offer an abundance of goodwill that can last several lifetimes.

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The Internet is the go-to marketing choice of most businesses because of its convenience, speed, and adaptability, but more so because that’s where the customers are. A few years ago, blockbuster new businesses used the Internet to skyrocket to the top of their respective industries and become highly successful. This year, while the possibilities are still infinite, the competition has become tougher. Internet marketing has become more sophisticated, complicated, and exciting, especially with social media marketing.

Just look at the latest figures from different B2C surveys:

  • 70% of the US consumers are using at least one social media platform.
  • The number of social media users is expected to reach 2.5 billion by 2018.
  • 57% of users are influenced by what they see on their social media accounts.
  • Social media is second most effective means toward customer retention.

The two most popular social media platforms today are Facebook and Twitter. The latest “war” between these two focuses on live videos. Facebook has FB Live while Twitter has Periscope. Which is better for your business?

What is FB Live?

FB Live allows you to post videos up to 90 minutes in length on your newsfeed. You can do live broadcasts or keep it on the feed for those who want to watch it at a later date. You can send out notifications to your network about the videos and respond to any feedback just like a regular FB post.

Recently, Facebook introduced new features such as live streaming using Android or Apple devices, a new video portal, a prominent Live tab, and a world map on current live streams. You can also use filters, which means video quality can be improved easily.

What is Periscope?

Periscope is live video streaming for Android and Apple devices, which puts it in direct competition with FB Live after its launch in early 2015. Within a few months, it had over 10 million users with thousands of videos being streamed daily. Just this year, the company added a new feature: allowing users to stream live using GoPro.

With Periscope, you can tweet links to your Live Stream, limit or disallow comments, and customize viewership. It also has “instant comments” like hearts that viewers can use to express their appreciation. However, the maximum number of hearts a video session can receive is only 500. Periscope also allows for landscape view on its videos and is developing an Apple TV app. One major issue with Periscope is copyright infringement, which the company has addressed by promising to suspend or ban any account that live streams events without authorization.

Which to Choose: FB Live or Periscope?

Pitted against each other, here are the differences that could help you make a wise choice:

  • Facebook is financially more stable, with 1.6 billion users compared to Periscope’s 10 million.
  • Periscope has been experiencing backroom operations problems, especially with its top management turnaround and staggered growth.
  • Twitter is faster with breaking news and points of interests, compared to the laid-back style of Facebook.
  • Twitter is public and still the go-to place for public figures and business leaders.
  • FB Live has a new “trending tab” to break into the tweeting habits of Internet users.
  • Facebook is very aggressive with FB Live and is even paying some media groups to post live videos.
  • Twitter is known for suspending accounts based on what they call “suspicious tweets” not limited to terrorism or crime but more so because of spam.

The bottom line is that today, Facebook is gung ho in being number one in live video streaming and all of its decisions have been to target what can be found on Periscope and other similar apps. Thus far, they have been on point.

Periscope, on the other hand, has an established reputation for breaking news and information. For entrepreneurs, there is no rule that prevents you from using both, running an analysis, and making a choice based on the response from both apps.  Ultimately, it will depend on who your market is and what their preferences are.

 

target-marketThe golden rule in marketing and Pay-Per-Click (PPC) is to “know your market.” However simple as that sounds, it’s not as easy as 1-2-3. In fact, PPC can be darn complicated, especially if you have the following views:

“My market is the world!”

“Anyone and everyone is my customer!” or

“What I have is universal.”

Sorry, but every business needs to have a specific target if they want their PPC (or any other type of marketing effort) to work. The bottom line is that what you want is to get your money back on your investment, whether it be in developing your product, maintaining operations, or spending on PPC marketing. A business entrepreneur willing to throw away valuable resources and not receive a return aside from that “feel good” feeling will soon find the need to close shop.

In order to make PPC efforts worth it, here are some suggestions on how to target your PPC efforts:

Review Your Brand Then…Change Your PPC Keywords

You need to ask yourself if your target market is still your target market. Being in business, we often find it surprising that the original target market is no longer our key customer.

Many companies have rebranded and shifted their target market to become a top success story like Hershey’s, which decided to make candy lower in fat for adults, or Harley Davidson, which opted to throw out the “boys only club” and cater to women.

Once you have reviewed your product, you can make the necessary changes in your PPC keywords. Make sure they are relevant, categorized, and tight. If your keywords are not closely related, users will hesitate or be confused about your message.

Keywords Are Not Be-All, End-All; Consider Persona-Based Targeting

The branding is very critical this 2016 because while keywords are important, one trend in PPC is persona-based targeting. Persona-based marketing has been around for many years. It used to be called psycho-graphic or demographic marketing; with the technology we now have, users can be more accurately profiled. That being so, you can reach your market and predict their response to your ads with a higher degree of effectiveness. This gives you an enormous edge and helps you stay in the game.

Improve Your Landing Pages

It is highly possible that you have the perfect PPC campaign but the results are dismal. Could it be that your landing pages are difficult for users to navigate or find the product/information they want? Try to get some feedback on your landing pages from objective users and see where you can improve the experience.

Provide Great Content, Solid SEO

Your PPC efforts will do better if it comes with great content and exceptional SEO. In fact, because PPC provides instant results, you can use it to help you improve your content, provided you have good analytics.  Analytics will help you find that sweet balance between using the right keywords and providing the information users want.

social-commerence

One thing’s for certain in 2016 and onwards: e-commerce will continue to grow. In fact, it is predicted to grow by about 12% per annum for the next three years. With this in mind, Pay-Per-Click (PPC) is going to be one critical factor in the success of your online and offline businesses.

Here are the latest trends and news in PPC for 2016.

The Growth of Social Commerce

It cannot be denied – social commerce or selling through social media is reshaping business.  There are many ways social commerce works and PPC is alongside each and every one of these, helping to boost and sustain your business so that when you lose customers, you have multiple opportunities to generate leads and find new ones.

  • Social network-driven strategies like the use of referrals
  • Peer-to-peer platforms where people can contact sellers directly
  • Recommendations
  • Curated shopping
  • Wholesale buying
  • Crowd funding
  • Social shopping

PPC can be used in social commerce and still be unobtrusive. Here’s how: the majority of social network users are browsing. They are looking at new updates, information, and yes, the latest buzz. However, did you know that Internet users tend to trust consumer reviews 12 times more than product descriptions? In fact, a product with a positive review from a consumer increases the chances of that product being bought by 18% across all e-commerce sites. In addition, impulse buying has skyrocketed in the past year, especially with the “Buy Now” button. For instance, on Pinterest, 93% of its users make purchases based on what they see pinned. Lastly, social users are highly influenced by promotional content they see because it keeps them updated on the latest trends.

From Single Channel to Multichannel to Omnichannel

Omnichannel refers to the same online brand experience regardless of what device is used, and works towards having a positive interaction with the customers. Single channel is using just one platform or marketing strategy. Multichannel refers to a business using different platforms with one main objective: to reach out to customers. Thus, a business can have several social media accounts, a website, offline shop, and a blog, and try to reach as many people as possible.

With PPC as your strategy, the 2016 trend is similar in the sense that PPC cannot stand alone as your marketing plan. You will need to have PPC, SEO, and email, among others, to push your business up front.  In addition, with an omnichannel approach, you can actually budget your PPC plan more accurately if you use good analytics.

Mobile PPC

With the world more engaged with their mobile devices, mobile PPC is expected to generate double the number of sales and ad spending by 2018 to almost $59 billion. This is possible because experts predict that there will be over 6 billion smartphones worldwide by 2020, and almost 50% will be using their mobile devices to access the Internet and search for services or products.

In addition, PPC will be using more content than product description to market a business because studies show users will click on an ad because of its content, not necessarily because they want to buy the product. More importantly, almost 80% of those who click on an ad end up buying the product, subscribing to the website, or bookmarking the link for future use.

Finally, the use of ad extensions provides an opportunity to simplify your marketing. Ad extensions include a clickable phone number, store locations, and links to web pages, promos, or product pages, among others.