The VPM Blog

Nonprofits Social Media Success: Knowing Your Audience

Posted by Jade Grogan on Apr 16, 2018 4:00:00 AM

In order to have a successful social media platform, a brand or organization must cater the content for their audience, specifically for each platform. Here, we’re going to be talking about nonprofits and the elements that go into making a successful and powerful social media campaign by centralizing content per platform.

Due to the increased use and prevalence of social media from the past few years, nonprofits are taking advantage of this and have jumped on the social media train. However, many brands and organizations lose sight that individuals following an account on Instagram may differ on Facebook, or Facebook and Twitter, etc. So one of the most important things organizations have to keep in mind is that they need to alter their content to effectively reach individuals. Social media has the potential to impact millions of users daily, which is why it has become one of the power tools when it comes to marketing.

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Topics: Social Media, Audience, Nonprofits

Producing Simple and Beautiful Visual Content with Canva

Posted by Megan Hajduk on Apr 9, 2018 3:00:00 AM

Canva has become a major staple in today's marketing world, and if you haven't used it yet, you're missing out. But first, what is Canva? Canva is an online graphic design website, with free and paid plans, used by non-designers and professionals. Canva allows those with little to no graphic design experience or access to expensive editing programs to create simple and beautiful graphics. Chief Evangelist for Canva Guy Kawasaki says, "Canva democratizes design" giving the world of marketers access to beautiful graphics. It's time to learn a little bit more about the program you should already be using in your content marketing.

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Topics: Content Marketing, visual content, Canva

Marketing Benefits for Podcasts

Posted by Cody Lunsford on Apr 2, 2018 12:00:00 AM


 

If you haven't started paying attention to the world of podcasting, now is the time to start. The medium has existed since around 2004 back in the early days of the iPod. It took until about 2014 for podcasting to enter the national conversation, with the boom being accredited to the runaway success of the true crime podcast Serial. It's continued to mature, with experimentation with release schedules and methods, show formats, and show subjects. It's also continued to grow, becoming more popular than ever with 44 percent of the United States population having listened to a podcast and with over $220 million dollars a year spent on podcast advertising. 

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Topics: Marketing

4 Things Hurting Your Higher Ed Marketing

Posted by Don Crow on Mar 26, 2018 4:00:00 AM

In the Summer of 2018, Verge Pipe Media will pass another milestone: eight years examining, analyzing and publishing about Higher Ed Marketing. So much has changed over the past eight years: (a) the Windows and Blackberry smart phones no longer exist, (b) Instagram arrived, (c) Snapchat arrived (and may be failing), and (d) Facebook pages are now, for lack of a better term, pay-to-play. Unfortunately, there are a few things which have NOT changed in the past eight years, so I'm going to highlight the 4 things hurting your higher ed marketing based on our experience as a Higher Ed Inbound and Growth Agency.

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Topics: higher ed marketing

Profits for Nonprofits: Inbound Marketing 101

Posted by Melissa Cook on Mar 20, 2018 5:00:00 AM

If you're a nonprofit or government-funded entity and I asked you what you are selling, could you answer? You might think practically and say tickets to get into a National Park or t-shirts to support a cause. You may even tell me that you aren’t selling anything and try to explain to me how a nonprofit works. Depending on how you answer, you are doing one of two things: 1) thinking too small or 2) ignoring the fact that everyone is selling something, whether you realize it or not.

Don’t believe me?

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Topics: Inbound Marketing

Retargeting Ads: Intrusive or Inbound?

Posted by Caroline Daley on Mar 12, 2018 4:00:00 AM

Do you ever get the feeling that you're being followed? Well, you might actually be right. There's probably not an actual human being following you around, but your ads might be. I'm talking about retargeting ads. So, what exactly is a retargeting ad? According to Hubspot, retargeting ads are a form of online targeting advertising and are served to people who have already visited your website or are a contact in your database (like a lead or customer).

Basically, companies can keep track of where you've been and what you've been doing online so that the ads you're shown can be more personalized to you and ultimately be more effective. This is the reason that the pair of shoes you were debating on purchasing yesterday coincidentally (or maybe not so coincidentally) appeared on your Facebook this morning. These ads turn window shoppers into customers, and while they might seem a little creepy at first, are not actually as invasive as you might think.

via GIPHY

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The Influence of YouTube Influencers

Posted by Jade Grogan on Mar 5, 2018 3:00:00 AM

Influencer marketing is all the hype right now, sparking interest over the past five years. Who is a social media "influencer?" It's someone with a large following on various platforms that have a sort of impact on their followers. Check out this VPM blog post, which explains the importance of social media influencers. 

fashion-person-woman-apple

What is influencer marketing, you might ask? Well… Tap The Influence defines it as “a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire / hire / pay influencers to get out the word for you.” Companies have utilized the power of someone’s social media following to work with them in order to promote their product or services. Did you know that 74% of people go to social media for guidance when purchasing?

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Topics: Social Media Platforms, YouTube Influencers, Influencer, YouTube

7 Keys to Quality Visual Content

Posted by Megan Hajduk on Feb 26, 2018 5:00:00 AM
Visual content is what draws us into a story. Whether it be a picture, a video, a graphic, among other things, this content has become undeniably important in today's world of inbound marketing. This content is so important that   90% of the information sent to the brain is visual. With an influx of quantity, quality sometimes becomes lacking- and as the saying goes,  quantity is not better than quality. That being said, giving more time and effort into visual marketing is a necessary step for effective material.
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Topics: Video Marketing, visual content

How to Liven Up Your Interview Style Video Content

Posted by Cody Lunsford on Feb 19, 2018 3:00:00 AM

Here at Verge Pipe Media, we definitely believe in the value of video as part of your inbound marketing strategy. According to Hubspot, 54 percent of consumers would rather watch video content than any other kind of content. Video continues to rise in popularity and everyday use, and the way that video content is presented continues to evolve. One of the more popular forms of video is that of the “interview style video,” a type of video that we sometimes internally refer to as “60-Minutes videos.” Essentially, these videos have an interviewee that is the main focus of the video. The interviewee speaks on themselves, a research project, business updates, whatever. It could be anything. These videos are pretty effective since they give the audience a person to connect to, but simply producing a video that is just the person speaking is not always the best way to grab people’s attention.

In order to reach your ideal buyer personas, you must be able to adapt your content to fit who you’re targeting and make the content itself more dynamic. Part of that is having a clear plan before you even start shooting, but making sure you present the information in a visually interesting way is essential. Here’s some ways you can liven up your interview style video content.

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Facebook News Feed Changes and Your Business Page

Posted by Don Crow on Feb 12, 2018 5:00:00 AM

I'll admit that I'm one of the folks who spends less time on Facebook. A lot less time. Heck, I even uninstalled the app from my phone. Apparently I'm not alone, as Mark Zuckerburg and Facebook announced on January 31st, 2018 that overall usage has dropped by "roughly 50 million hours every day."

Couple that eye-popping stat with a drop of 1 million daily active users in the USA and Canada and the impact of the content we're all seeing in our news feed becomes supremely important. We're tuning out, "fake news," incessant political posts from high school friends you barely remember, and recipes on full blast from the half of the population who don't use Pinterest. We're instead liking and sharing animal videos, memes, personal triumps (and admitted failures), or we've just jumped ship altogether (enjoy Instagram!).

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Topics: Facebook, social media analytics

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