2015 Year in Digital Marketing

Digital Marketing Year in Review 2015

By | Industry News, Video | No Comments

As your news feeds become inundated with predictions for 2016, let’s take a look back at what unfolded in 2015 within the wild world of digital marketing.

January 1, 2015

Facebook Limits Promotional Content

Beginning in January 2015, people will see less promotional content in their News Feeds.

March 3, 2015

YouTube Spaces Further Shows Platforms Strength

By March 2015, over 10,000 videos had been created in YouTube Spaces and generated over 1 billion views and over 70 million hours of watch time.

April 22, 2015

Mobile Update AKA “Mobilegeddon”

Mobile rankings would differ for mobile-friendly sites starting on April 21st. The impact of this update was, in the short-term, much smaller than expected.

June 16, 2015

Twitter Native Videos

Twitter gives functionality to upload, edit and share videos straight from your smartphone to the platform, just as you do with photos.

September 9, 2015

Instagram Opens Worldwide Advertising Capabilities

Instagram ads, previously available only in 8 countries, now are available in more than 20 others. Including Italy, Spain and India.

September 27, 2015

Google Announces Customer Match and Universal App Campaigns

Google introduces new advertising capabilities including upload email lists to reach new and existing customers across Google Search, Gmail, and YouTube.

October 25, 2015


Google executives unveiled their advancements in artificial intelligence by revealing the technology that’s been processing a large portion of its search queries.

What’s next for 2016?

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What We Learned From IMSLC

By | Content Marketing, How-To, IMSLC, Inbound Marketing, PPC, Uncategorized, Video | No Comments

We had a crazy-fun time last week, bringing you the first ever IMSLC event, hosted by Stryde! Things started off a little shaky with some technical issues, but our speakers’ on-the-fly skills pulled through to hopefully give you some new insights into this content marketing game.

Many thanks to everyone who kept it lively and held a good sense of humor throughout!


In case you missed it…

Or if would just like to revisit the presentations, here is a recap of the event. We want to keep you in the loop on where we are and where we’re going with IMSLC.

Bryan Brandenburg, CMO and Co-founder of Salt Lake Comic Con shared his successes with video marketing and how investments in Facebook marketing have dominated referral traffic for SL Comic Con.

Tyler Whittingham and Michael Query, the brains behind Admind, illustrated the importance of PPC and covered everything from targeting and bid strategy, to optimization and reporting.

Emily Burkhart, our very own Marketing Manager at Stryde, drove home the value of proving content marketing ROI. With a content marketing budget increase across the board, and 79% of B2B firms not tracking ROI or feeling mediocre about their tracking abilities, it could be a perfect time to reassess where your efforts are leading you.


The Future of IMSLC

We get a lot of work done in front of a computer screen but that can never surmount the value of face-to-face communication. Offline events allow the marketing community to connect in a more personal learning environment. This was only our first rodeo, and we’re not hopping off yet! Here are some ideas we’ve brainstormed for coming events:

  • Smaller groups or conferences
  • Structured group networking session
  • Single centralized theme
  • Targeted based on audience experience level
  • Single keynote speaker
  • Panel discussion
  • Changeable location

As always, the direction of our next chapter depends on you! Please share with us your feedback from the last IMSLC in this short survey so that we can bring you an even better event!

The future of IMSLC may take a new name, structure and venue, but the goal will always remain the same; to bring valuable, actionable insights to our marketing community. We’d like to thank our sponsors once again. And thanks to you for your continued support! What would you like to see at the next free inbound marketing event?

STRYDE | Why Video Marketing & B2B are the Perfect Match 1

Why Video Marketing & B2B are the Perfect Match

By | Video | No Comments

A picture is worth a thousand words, but can you guess the worth of a one-minute video? It’s worth 1.8 million words.

That’s enough to write a few books and still have some left over!

People love video. Perhaps it’s because they can play an observer to someone else’s story. Video has been popular online since YouTube launched and other social networks have noticed. They offer marketers analytics to help understand the performance of videos. Many have added an auto-play feature to drive more views and keep people on pages longer. In social media feeds that are filled with text and pictures, a video that plays immediately is sure to catch an eye.

Video’s Wildfire-Like Growth

Some predict that by 2017, 74% of all Internet traffic will be video. If your business hasn’t already started incorporating video into your marketing plans, it’s not too late to get started.

For B2B marketers, hearing that video marketing is on the rise may cause them to shrug and say that they don’t need it. Others look at their meager budget and wonder how they can manage it. With 90% of all B2B purchase process happening before a sales rep is involved, getting the right information to buyers is critical for success.

Customer Journey with Video

Every marketer knows how important it is to keep the attention of a customer. With only a few seconds, it’s hard to explain the best features or benefits of your product in written format. Videos can be your chance to show off your product or service visually and keeping the viewer’s attention. If given the choice of watching a video or reading an article on the same topic, a majority will choose video. This doesn’t just apply to the regular consumer, but also to business executives. Over half of business executives will visit a vendor’s website after seeing a video.

Video’s Place in the Buying Cycle

Video is most effective when your potential customer is identifying the vendors and considering what they can offer. In one survey, 96% of all respondents said that videos were helpful when making purchase decisions. This is because videos are where solutions are provided. Buyers can see the product in action and begin to visual themselves using it.

Without ever leaving the comfort of their office, customers can get a great look at the product minus the pushy sales representative looking over their shoulder trying to sell them a product. They can spend their time considering each of their options.

Besides demonstrations, businesses can use video to share testimonials. Let one of your most loyal customers talk about how amazing your product, service, or business is and share what they like best. People rely on reviews to help them purchase everything from clothes to cars. A video helps your potential customers hear how others have success and relate to others’ experience. It can also benefit your clients and help their business gain visibility.

Online video platforms allow for clickable links. You can lead customers further into the sales cycle with clear calls-to-action that happen while you still have their attention. Every video should link to relevant content on your website not only to give your customers somewhere to go, but also to improve your SEO.

Resources Needed to Get Started with Video

While some may worry about the cost of creating videos, technology has helped make it easy and more cost-effective. Slowly build your business’ video library and spread the cost over time. You don’t need to start with thousands of videos. You just need a few. You can also use the analytics from past videos to help make new videos perform better for your audience.

Filming for video marketing

Videos don’t have to be created from scratch. Consider repurposing videos from other events, when a business executive speaks at a conference or events that your business participates. Make sure every video ties to your brand and your business.

Businesses are talking about video because social networks have recognized how important the messaging tool is to users. Investing in this partnership can only help you find more customers and connect them to your products and services now and in the future.

STRYDE | 8 Things You Need Before Your Business' First Video

8 Things You Need Before Your Business’ First Video

By | Video | No Comments

We’re well into what’s been called “The Year of Video Marketing” and brands like Poupouri are seeing millions of Youtube hits in a number of days, or even hours. With that kind of brand awareness, it’s easy to imagine the amazing things happening from the sales side.

The reality of reaching virality, however, is that it’s an ambitious endeavor for most business, and if you’re just getting started in creating a video for yours, there are more important goals to first examine.

In this ever visual, ever more digital space, creating videos that represent your brand can do much more than generate instant sales and leads. Videos can provide a way to explain a product or service. They can also be used to problem-solve customer concerns.

Most importantly, videos have the power to showcase your company culture in a very inclusive way so that your audience can see, firsthand, what your brand is all about.

If your brand is part of the 76% not using online video, here are some steps to getting started:

1) Define your purpose.

Ask yourself the question, “what is the need for your video?” Are you looking to create a lead-gen machine? Are you wanting to showcase your company culture? Are you needing to establish a virtual form of customer service to provide instant, visual instruction and, as a side perk, cut back on labor costs? The answers to these questions will form a foundation for your first video and future videos to come.

2) Define your audience.

Who is it, exactly, are you trying to reach? If you’ve been in business for a while, you may have already developed buyer personas, or have a clear idea of the characteristics of your typical, ideal customer. identify your customers’ needs, goals, and any pain points they might have. Consider how you could be of value to them by creating a video that addresses some of these areas.

3) Determine your goal.

Now enters the part about “what’s in it for you?” Video creation can take an ample amount of time and energy and you want to make sure that your efforts are measurable and worthwhile. Pinpoint what you are looking to achieve long-term. Are you wanting to gain referral traffic? Leads? Direct Sales? Make sure you are taking the proper marketing approaches to amplify your video efforts.

4) Establish a platform.

While it’s been know that Youtube reigns supreme as a video platform, Facebook is now giving its contender a run for its money. The number of video posts per year has increased 94% in the U.S., according to Facebook, but Youtube is still strides ahead. Every social media platform has a culture, with a different audience. You will have to decide which platform is best suited for your brand.

5) Consider distribution channels.

After you’ve planned on where to publish your video, you’ll need to decide where and how it will be distributed. Are you planning to flesh out your Youtube channel and send all traffic that way? Are you wanting to embed videos into a “How-To” section of your blog, or will your video be going on your company’s front page as a high-quality display of your brand? Note that it might be best to save the latter option for a future, fine-tuned video.

6) Determine your style.

Consider the feel of your video. Would you rather have it action or candid-oriented, showing your employees at work or engaging in a group activity? Perhaps you’d like to use improv to give it a more natural feel. If you’re wanting to create an instructional video, a more formal, scripted approach might fit bet.

7) Use what you have have.

Whether you’re team iPhone or android, smartphones have the sophistication now to capture a quality brand video. The film, Tangerine, from this year’s Sundance Film Festival was shot entirely using an iPhone 5S. When it comes to the editing part of the project, there are some free tools to be used at your convenience. Youtube Editor  allows you to makes edits to your video and also optimize it for search. This can be most helpful when you’re using the Youtube platform already to publish videos.

8) Have fun with it.

You first video will not be perfect, and that’s ok! Be yourself, allow yourself to get creative, be mindful of your target customers, and they will appreciate you for doing so.

Creating your first video can prove to be a gateway to new leads, sales and traffic, and can also be key to accessing and engaging with an audience from an entirely new perspective!

How do you incorporate video into your marketing strategy and what steps do you take to prepare for video creation?

Share and comment below!

Inbound Marketing SLC & StartSLC Combine Forces for Most Successful IMSLC Yet

By | Creative, IMSLC, Inbound Marketing, Video | No Comments

Utah is swiftly becoming what many are calling a “mini Silicon Valley”. Year by year, venture capitalists have been investing more and more money into Utah-born companies – so much so that the state has become one of the most popular destinations for venture-capital funding.

This is not your typical valley.


startslc logoBeehive Startups recognized the need to bring more attention to the growing startup community and recently helped host the largest startup and technology festival to ever be held in Utah. Lucky for us, we were able to witness the great success of StartSLC with our own eyes. Over 4,000 people attended StartSLC, which offered over 66 different events to choose to attend.

Inbound Marketing SLC was just one of the 66 events offered, but for us, was our most successful event yet. In keeping with our themed events, this time we could think of no better topic to focus on than, well… startups.

We invited four speakers with four very different but notable backgrounds to come preach to us about what it takes to find success in small businesses.

danbischoffDan Bischoff, Content Hook,  spoke about finding success from a content marketing perspective. Over the past couple of years, content marketing has grown into somewhat of a necessary evil (everyone’s doing it), and an annoying, overly-used marketing term at the same time. What does content marketing mean, anyway? And why are so many people failing at it?

Bischoff answered these questions, and also the question of why less and less companies are using content marketing, in his informative presentation. View his presentation below for insights into what content marketing roles are necessary for domination.

View Dan Bischoff’s Presentation: 10 Roles You Need for Content Marketing Domination

danrodenDan Roden gave a compelling speech about branding. He pointed out that the actual product or service sold by a startup is, in many cases, secondary to the branding behind it.

“So many people think that their marketing is about their product. No one gives a rip about your product if your product is some product they can buy anywhere else. How does your product make them feel?”

Roden also described the one most important thing you can do for your company to differentiate yourself from others – watch for it in his presentation.

View Dan Roden’s Presentation: StartUp Marketing Tips from the Trenches

williamlamWilliam Lam, founder of Dark Energy, shared his experience and knowledge of how startups can find success on Kickstarter. Building a supportive network and being aware of industry trends were two of the many useful suggestions he had for small businesses wanting to gain support from the community.

“You have to be willing to go out and ask people to pledge for you,” said Lam. Not only that, but you have to put a heck of a lot of thought into what you are trying to accomplish with your project.

View William Lam’s Presentation: The Anatomy of a Successful Kickstarter

belovedLastly, three guys from Beloved Shirts spoke to us about the evolution of their brand voice. From a silly instagram account to a product list of over 22,000 skews, Beloved Shirts came out of nowhere and become a unique voice that resonated with people. College students to celebrities loved seeing a company image that wasn’t afraid to be just straight up strange.

Robbie, the face of the brand, pointed out that “…if you have no voice you have no brand. If you have no brand you’re just a commodity. And it just becomes a price battle at that point.”

View Beloved Shirt’s Presentation: Crafting a Voice for the Company

Inbound Marketing SLC is getting a little bigger with every event. Partnering with Start SLC was definitely a step in the right direction and we look forward to more opportunities to partner with local startup communities.

In the meantime, stay tuned for slide decks and full summaries of what we learned from our IMSLC guest speakers in upcoming blog posts by yours truly.

What topics and/or speakers would you be interested in hearing from at the next IMSLC? Let us know in the comments below!

IMSLC Recap: When Ecommerce Meets Marketing Part 2

By | eCommerce, IMSLC, SEO, Social Media, Video | No Comments

As a sequel to part one of our December IMSLC review, today we’ll cover the last two presentations given at the event: Turning YouTube into a Revenue Channel and Ecommerce SEO for 2015.

But first let’s talk about how cool Christian Busath is…

Christian has collaborated and performed in videos that have been watched by millions around the world. Notably, he played the Fruit Ninja in Real Life, a video that has been viewed more than 27 million times. Altogether Christian has been viewed over 500 million times on the web. If anyone knows a thing or two about making YouTube a viable channel for revenue, Christian does.

Turning YouTube Into a Revenue Channel

Christian’s Presentation:

Christian’s Slideshow:

Christian opened by sharing  a mind-blowing statistic: 100 hours of video are uploaded to YouTube every single minute of every single day – which means competition in this space is incredibly high and viewer loyalty is quite low. To put it simply, knowing the right techniques for building out your audience before attempting YouTube is absolutely necessary. Otherwise time and money will surely be wasted.

Through all his experience, Christian has been able to pinpoint three common rules of viral videos:

  1. Create Incredible Content
  2. Be Consistent
  3. Collaborate

Sometimes it takes a network of people to put together a video worth going viral. But in the end, users don’t care how or why the video was made… they just care if it’s something worth sharing.

We all can agree that most people do not find commercials very shareable. Commercials are all about a company’s self-promotion. So when sponsoring content on YouTube, Christian has some simple words of advice – don’t make it a commercial! Make it a message that will resonate with people, either through humor or useful advice, and they’ll naturally pass it along.

Christian also shared the following insightful statistic: according to ComScore, 90% of online shoppers found that video featuring products significantly helped in purchasing decisions. Building an audience on YouTube is (obviously) not just about gaining a following – it’s about leading potential customers through the sales funnel.

For more interesting stats and insights from Christian Busath, take a look through his slideshow above. Or if you’re all about learning through entertainment, watch the video of his hilarious presentation.

Get Your Google On: Ecommerce SEO for 2015

Dave’s Presentation:

Dave’s Slideshow:

Our last speaker at December’s IMSLC was none other than our very own Dave Bascom – CEO of Fit Marketing and founder of

Dave pointed out that if you’re like most marketers, you probably hate SEO. What is search engine optimization anyway? Why is it so hard to understand? The truth is SEO is pretty darn important in today’s search engine-driven society, and the only people who disagree will simply fall behind.

The number one reason “good” SEO is so hard to accomplish is due to limited real estate. To rank in the top 10 of a search query can be a wonderful yet terribly challenging thing. So how can you win at the SEO game when it comes to ecommerce?

Dave suggests five major points:

  1. Pick the right targets
  2. Build a strong foundation
  3. Ongoing content strategy
  4. Get the right kind of links
  5. Keep on keepin’ on

Most people assume that successful SEO relies on point #2 – building a strong foundation of content that includes specific keywords and phrases. But SEO is a much more intricate system. Building a strong foundation also relates to things like proper URLs, site architecture, and indexing.

The SEO master closed his presentation by reminding the audience that optimizing your website is simply going to take a while. Rome wasn’t built in a day. Track your progress and keep working on it, and continually work on your strategy for tackling more competitive keyword themes.

For more details on how to become an SEO master like Dave, view his slideshow above for tips such as how to use Google’s own tools against them.

And don’t forget… registration is open for a special session of Inbound Marketing SLC in conjunction with StartSLC on January 30th. This event’s focus is all about startups and their need for digital marketing. Register for your free ticket today!

How to Solve Marketer’s Lovability Problem (Cool Things We Learned at IMSLC)

By | Content Marketing, Inbound Marketing, Search Marketing, SEO, Uncategorized, Video | No Comments

Marketers have a lovability problem.

At least that’s what Nick Salvatoriello, an Inbound Marketing Professor for HubSpot, told the 250 people who attended Inbound Marketing SLC on Thursday. He cited a study that showed marketers to be behind lawyers and stockbrokers on the likability scale (although they were slightly ahead of car salespeople and lobbyists).

Nick, who flew in from HubSpot’s Boston headquarters for the event, suggested that marketers combat their image problem by providing marketing that customers love.  This is the driving force behind inbound marketing, he said, because inbound marketing aims to treat each precious contact as an actual human with needs that need to be addressed.

Next on the mic was our very own Owen Fuller, president and founder of Fit Marketing. Owen explained how important it is for marketers to harness the power of good storytelling. Stories can produce visceral responses from your customers, and the experiences they have with you will be much more memorable.

To create stories, think of the problems that your customers are facing and identify the possible solutions. If you don’t know what their problems are, then you must not be listening.

We then got to hear from Abe Niederhauser, marketing manager at Orabrush. Abe explained how his company takes a data driven approach to its video marketing efforts. When they launched an oral care product for dogs, for example, they went through 55 variations of the conversion video, 245 variations of the landing page and 46 different price points.

Orabrush’s strategy has been highly effective. The company has over 42 million YouTube views, which Abe noted is roughly 1/5 of the views of giants like Old Spice and Pepsi but at 1/100 of the budget.

The last speaker at IMSLC was Dave Bascom, CEO of Fit Marketing. Although Dave is the founder and former CEO of, his presentation was titled “Fire Your SEO Agency and Grow Your Search Traffic”.

Dave advised companies to think of SEO as a mindset, not a department. Three “non-SEO” tactics he suggested are 1) juicy content creation, 2) influencer outreach and 3) social media engagement. All of these tactics would be good ideas even if Google didn’t exist because they would increase direct traffic, exposure, leads and sales.

The event was sponsored by Utah Business Games and A big thanks goes out to them for helping to make IMSLC happen.

If you weren’t able to attend IMSLC, you’re in luck. We’re doing it again on May 22. We’ve already received a lot of great feedback from you and look forward to making the next one bigger and better.

Why Online Video Should be a Big Part of Your Content Marketing Strategy

By | Video | No Comments

How big is the opportunity with online video? Based on pure search volume, YouTube would be the 2nd largest search engine (behind only Google). YouTube gets more monthly searches than Yahoo and Bing, combined! Yeah, it’s ginormous and it’s growing bigger every day.

Check out these slides from a recent Comscore report about online video that highlights just how big online video is.

Highlights from the Comscore report include:

  • 82 million Americans watch 1.6 billion videos every day
  • Video reaches more than 85% of US internet users
  • 18-24 year olds are the heaviest consumers of online video
  • Men and women are equally likely to watch online video – but men watch 1.8x more videos than women
  • Ad videos make up 22.6% of all video views

The reasons video is so effective for marketing are the same reasons people love watching videos. You can use live action, animation, still images, music, sound effects, voice over, color, light and movement. All of those elements combine to help you tell a story in a way that creates an emotional connection with your viewer unlike any other communication medium.

Video is an often overlooked piece of the content marketing puzzle. It’s cheaper and easier than ever before to create high quality video, but it’s still a relatively new frontier in many industries. If you can nail it with some killer videos, it will set you apart from the rest of the crowd who either ignore video entirely or publish worthless videos. Don’t be afraid to fail with your first few videos. Take some chances and don’t worry about making it perfect. Listen to your customers and create the kinds of video content that they want to see.

Also, check out Scott’s advice on how to create compelling videos to get started down the path of online video awesomeness.

4 Keys to a Successful Online Video

By | Video | One Comment

So. You’re trying to figure out how to put together a half decent video for your website and you’re stuck. Perhaps you’ve made videos before but none of them seemed to get any real results. Maybe you watched the video you haphazardly hashed together and with a sparkle in your eyes and hope in your heart thought, “wow, this video is gonna go VIRAL!” only to score a measly 22 views on Youtube (half of them from your own mother).

Well in this post I’m not gonna teach you how to be a Youtube super star (yet) but I will illustrate 4 key points that I believe are crucial when making a great video for your webpage.

When we want to make a video where should we look for movie making inspiration? Well I say we look at Hollywood. When Spielberg or J.J. Abrams create a movie they make sure to create interesting story arcs. Here is an example: Hero has a problem, hero faces his problem almost failing until finally the hero overcomes his problem and gets the girl. Without the hero facing a problem, the victory wouldn’t mean much. This is how we need to approach our web videos.

4 Keys to a Successful Online Video

1-Intro: This is simple enough. Here is where you introduce yourself/company/product and begin speaking to your target audience. Make this introduction, clean, clear and short.

2-Hook: Here is where you really grab your audiences attention. Be interesting be creative. Take some chances so your message doesn’t fall flat. Here is where you set up your audience’s problem. This establishes a need. If you sell an awesome iPad case you show them why the one they currently use is horrible. This creates a need, without creating that need your solution or message just won’t sound as appealing.

Once you’ve established the problem quickly switch gears and start telling them about your solution. This leads them along your story arc and if done right will spark an emotional response that will lead them to the next step…

3-Desire: Now they know they have a problem (perhaps they didn’t before) and they know that you have an awesome solution. An iPad case that hovers in the air so you can use it “hands-free!” Now thats awesome. And because you are leading them along your story arc, they now desire your hovering, hands-free, iPad, solution.

4-Action: You hooked them at the beginning when you showed them that they have a problem, you showed them why your solution is the best and now when they have seen just enough to love you and your product you lead them to take action. When you introduce your call to action be specific but not demanding. Nobody likes to be told they HAVE to do something. If you’ve done the rest of the video right and have created enough desire you won’t have to get in their faces at the end, so the call to action should be an invitation, not coercion. Invite people to sign up, add an item to their cart, or call now and provide an easy path for them to become new or recurring customers.

If you follow these basic steps you will have a huge advantage over many other poorly devised web-videos that litter your competitor’s home pages. And you are one step closer to creating that “viral video” you’ve always dreamed of creating. Don’t worry, you’ll get there.

Episode 5 – Brooks Forester Leaves, Dan Copes

By | Video | No Comments

We all make mistakes.  While Brooks was gone, our accountant Dan made a very big mistake, although he did make a lot of money, too.  Dan wanted to live large, so he redirected Brooks’ direct deposit to his own account.  Dan has since apologized to Brooks, but Brooks reminded him that life isn’t about money–it’s about hair and sharing it with those you love.  I think we can all take comfort from that.

Hope you enjoy Episode 5!  Yes, we’re definitely having a lot of fun with these.