Small businesses getting smart on the Web
July 23, 2009 at 11:20 am | In Business Video | Leave a CommentTags: small business and twitter
The increasing popularity of Twitter has allowed many small businesses to raise their profile and bring more people in the door.
I saw this article in The New York Times, (Mom-and-Pop Operators Turn to Social Media”) highlighting some success stories in the small business arena on Twitter.
But it’s not just about posting thoughts about your sale items or daily menu specials in 140 characters or less.
Use Twitter to post links to your videos on your YouTube channel or website, or your audio podcasts. Also, post links to pictures of your products and people, etc… If you’re taking the time to produce good quality, well-produced videos, audio and photos about your business… you need to take advantage of every tool that helps you spread that multimedia content.
Twitter’s just another free channel for you and your business to broadcast your “news.” Facebook, too, for that matter.
And it’s up to the small business owner to get creative and explore how to use it to push out their multimedia. Of course, it’s all in the name of pushing out a message and getting more business as a result.
And, it’s free.
What’s on your website?
July 3, 2009 at 11:41 pm | In Business Video | Leave a CommentIf you run a small business, or work for one, my question in the title of this post is for you.
Having a website is one thing. Being found on Google is nice. But having a site that gives your potential customers something that provides them with a reason to trust you, buy from you and talk to you is something else.
Look for ways to work video content into your site.
A simple and short, professionaly produced “Hi, my name is…” video clip can go a long way. Be genuine, not scripted. Look directly at the camera, or do it as a TV news-style interview.
Just do something! Let customers know there’s a person behind the product or service. That there’s a passion to your business.
What’s on your website? Words?
Find your impenetrable niche
May 24, 2009 at 9:54 am | In Business Video | Leave a CommentI read quite a bit online and listen to several podcasts, looking for new ideas in digital marketing and social media – specifically the use of online video by business owners or all types.
Mitch Joel has some great ideas for you at the end of a recent episode of his podcast, Six Pixels of Separation (Episode #150).
He closed out the podcast with his “Six Points of Separation”, on how small and medium-sized business can benefit from social media:
1. Start the movement
A lot of times, Joel says, businesses wonder how could they possibly add anything useful to what’s out on the Web.
The idea is to find ways to connect to the people who would be interested in you ”out there,” and start your own movement. Hop on in!
2. Impenetrable niche
The inspiration for the title of this post, Joel says the power in connecting with people is not to find as many people as possible. It is finding the people who are interested in what you have to offer, your shared values and how and why you connect to your small segment.
You’re unique – there are opportuinities to create a niche among people who will spread your name around.
3. Connect in ways big business can’t
I think this is key. You can do so much more, faster, than a big company can. And, you don’t need as many people working on your digital and social media pursuits as a big corporation does.
You control what you do. You approve what you do. You eliminate layers and layers of logjams that corporations have to deal with, in order to get one blog post out, to get one podcast out, to respond to a blog comment, etc…
4. Create content in the form of text, audio, video and/or images
I preach about this quite a bit. It could not be any easier to do this than it is right now.
Get your content out there. Blogs, podcasts, YouTube videos, etc…
Joel talks about how you can start out doing it for free or with minimal cost (Some video cameras, especially geared for the Web are just $150).
But… I believe, and Joel points this out too, that even though the tools are often cheap, you do need to present your content in a high quality way.
Don’t upload a video with crappy audio or poor lighting. Don’t litter your blog posts with spelling mistakes.
Create content. But do it right. Yes, it’s free or low-cost to get on the Web. But you need to polish it a bit.
I think nothing will sink you faster on the Web than a poorly-produced first impression, or a series of poorly-produced content that you think is great but in reality, it’s killing you.
5. Respond in a cheap and effective manner
If someone’s complaining about you and your business online, you can and should be there to respond. Take the complaint or issue offline if you have to.
But engage the people who deserve to be engaged. I think you should make that decision, based on who is complaining and the validity of the complaint or comment.
6. Have that content live on – share tribal knowledge
Every comment or clarification you make to a complaint, on a blog, etc… is out there for other customers to see. You’re sharing the information to many, rather than having to respond the same way over and over to individuals.
Defining digital promotion for small business
April 20, 2009 at 11:42 pm | In Business Video | Leave a CommentDon’t take my word for it about the power of digital media… listen to marketing guru Seth Godin, in his blog post Monday, titled “Sixty to zero”:
Prediction: 90% of your sales will come from word of mouth or digital promotion by 2011. How do you change what you’re doing today to be ready for that?
Digital promotion. You know, audio, video, text… anything on your Web site or perhaps something you send out as a link to your customers that has to do with you, what you do, what people are saying about you, etc…
But remember, promotion is not always about promoting your products.
Digital promotion promotes you… but it’s really about how you are best equipped to help your customers solve their problems. Through your expertise, your experience, even your personality.
Digitally… with multimedia. Professional and affordable.
What are you waiting for?
How do you change what you’re doing today to be ready…?
Video from trade shows and conferences
April 6, 2009 at 1:14 am | In Business Video | 1 CommentTags: conference video, corporate blogs, trade show video
I’m recovering from a week of out-of-state travel for my corporate day job, in which the primary purpose was to attend two trade shows, in two cities, and record several video interviews for posting to our corporate blog.
We’ve been doing this consistently for just over a year now and I’m still amazed at the number of people who say to me, after I capture an interview with them… “Wow, this is a really good idea to do this at these shows”, etc…
Views of our blog spike during the shows and conferences we attend and produce daily videos for. Which tells me that people at the shows, and those who stayed at home, are both keeping tabs on what we’re doing.
What could your company be doing with video, or audio, at the next big trade show or conference in your industry?
Business podcasting: Beauty/Hair
March 30, 2009 at 11:14 pm | In Business Video, Podcasting | Leave a CommentTags: business podcasting, Podcasting
This is the final post in a 10-part series aimed at providing some ideas for various businesses and professionals looking to get into video podcasting – either daily, weekly, monthly or just whenever.
Whether the economic times are tough or not, one thing is clear… most of us still need a haircut once in awhile, right? I don’t know about you, but I still have to wait in line for my monthly cut every time (I’m a guy, no need for appointments).
If you work at or manage a barbershop, hair salon or spa, have you seen your schedule stay the same, or slow down? My guess is you’re making it through these months okay.
You’ve got customers, but are you more than just a place for them to go to get a haircut, manicure, etc…?
Sure, they trust you for their hair and beauty needs. But do they look at you as a service provider or a partner? Do they rave to their friends about your service and how you treat them?
If you answered yes to that, great… keep reading. If you answered no… keep reading.
Here are five ideas for video podcasts for barbershops, beauty salons and spas:
1. Who’s doing the work? Introduce your staff, profile their experience and their personalities, etc…
2. Highlight some new styles, new spa treatments, etc…
3. Hair “success stories” of your customers. A before and after look at a bride, prom-goer, etc… with a video interview testimonial.
4. Unique customers. Who are your regulars? Let’s hear from them!
5. What makes your business different? A sports-themed barbershop? Mother/daughter employees, etc…
Beauty is about looking good, right? Use video to make your business look great. Showcase the personality of your staff and commitment to customers that your business provides.
Here are the first nine business video podcast posts in this series:
1. Real estate
6. Restaurants
8. Health clubs
Business podcasting: Computer repair
February 11, 2009 at 2:13 am | In Business Video, Podcasting | 1 CommentTags: business podcasting, computer repair, Podcasting
This post is the ninth in a 10-part series aimed at providing some ideas for various businesses and professionals looking to get into video podcasting – either daily, weekly, monthly or just whenever.
Computers, PC or Mac, tend to give you trouble from time to time. So, who do you call if you can’t solve your problem by yourself? A pro, of course. How can a computer repair pro stand out? With a video podcast, of course.
Consumers need a quick way to determine that a particular “geek” can actually fix their computer’s issue, quickly, without keeping them offline for too long.
Here are five ideas for video podcasts for computer repair businesses to put on their websites and iTunes:
1. A series of videos showing computer owners how to do simple maintenance on their operating systems, hard drives, software, etc… so they won’t have problems pop up in the future.
2. Define a common computer problem and show people step-by-step how to fix it themselves. They’ll remember you gave them this freebie when something out of their control happens the next time.
3. This ties in to #2, but you could solicit computer questions from viewers/customers and then show how you would diagnose and fix the problem for them. Questions also could be basic, like how big of a hard drive do I need to store videos, photos, etc…?
4. Compare software for anti-virus protection, etc…
5. Highlight some websites that offer comparisons of computers and customer reviews.
Computers aren’t going anywhere. People will need to get them fixed from time to time.
Video podcasts allow the tech-savvy repair business to demonstrate expertise, trust and credibility. During my last go around with my Dell, I tried looking for a low-cost repair shop in my area to support a fellow small business, but I was astonished to find very little on their websites that would make me want to call them. So, I didn’t. If those sites would have had some video, they would have won my business.
Here are the first eight business video podcast posts in this series:
1. Real estate
6. Restaurants
8. Health clubs
Business podcasting: Health clubs
January 26, 2009 at 12:57 am | In Business Video, Podcasting | 1 CommentTags: business podcasting, fitness video, health clubs, podcasting for business
This post is the eighth in a 10-part series aimed at providing some ideas for various businesses and professionals looking to get into video podcasting – either daily, weekly, monthly or just whenever.
As we approach the end of January, I bet there are a lot of people walking in to a health club today who have only been members for a few weeks. The New Year’s resolution crowd, if you will.
I know, I’ve been there myself.
This post is aimed at health club management, both the big chain clubs and the small franchise, looking to attract and maintain members.
How can a professionally-produced video podcast help?
Here are five ideas for video podcasts for health and fitness clubs to put on their websites and iTunes:
1. A series of videos featuring personal trainers demonstrating the proper way to use the “machines,” free weights, how to warmup/stretch, etc…
2. Profile your personal trainers, what are their specialties, what’s their story?
3. Profile your members, what are they trying to improve about their fitness, who has a great success story (Think NBC’s “Biggest Loser”).
4. Showcase a fitness class (Pilates, yoga, etc…).
5. Explain the process to join the club, assess body fat, how to establish a fitness/nutrition plan to improve that assessment.
This list could really go on and on. Health and fitness clubs have no excuses not to use video. Just like their personal trainers don’t want to hear excuses from the people they’re helping to get fit.
Here are the first seven business video podcast posts in this series:
1. Real estate
6. Restaurants
Business podcasting: Auto dealerships
January 8, 2009 at 1:47 am | In Business Video, Podcasting | 1 CommentTags: auto dealers, business podcasting, Business Video, dealership, podcasting for business
This post is the seventh in a 10-part series aimed at providing some ideas for various businesses and professionals looking to get into video podcasting – either daily, weekly, monthly or just whenever.
Auto dealerships selling new and used cars – and offering service and auto body work – are certainly struggling in this economy. Sales are slow. Dealerships are being shut down. And we’re all aware what the auto manufacturers in Detroit and elsewhere have been trying to do to survive.
Yet, I aim this post at the auto dealers anyway, with the advice that video podcasts can and should be an important element of a dealerships marketing efforts – now, next year, and beyond.
It’s about rethinking long-followed marketing strategies and tactics. That full-page newspaper ad every Saturday might not make as much sense as it used to. But an affordable video podcast on your website does.
Reach out with video to your prospective customers now. Reach out to your existing customer base now. Build your brand. Always.
Here are five ideas for video podcasts for auto dealerships:
1. Highlight the newest vehicles on your lot. Show them what you have in stock and say what they cost. But don’t do this. (It’s a nice effort, but it’s obnoxious “old school” auto advertising and will remind people of the car commercials they hate to watch on TV).
2. Take the vehicles on test drives.
3. Explain the steps in the auto buying process. Explain financing vs. leasing, etc…
4. Basic auto care advice or show how your repair experts solve and fix various issues with the vehicles brought in for service.
5. My perennial favorite: Customer testimonials.
Auto dealerships are filled with experienced salespeople, right? Then start “selling” the dealership with affordable, professional video podcasts, not just the vehicles on the lot and on the show floor.
Here are the first six business video podcast posts in this series:
1. Real estate
6. Restaurants
Online video trends for 2009
January 5, 2009 at 2:22 am | In Business Video, Podcasting | Leave a CommentIt’s worth noting the consensus building on the Web about the growing popularity, use and general consumption of online video. You’ve probably noticed your own Web-surfing habits now include more video views as you search for news and information that interests you.
Alex Castro at the blog “Mashable” recently posted “Peering Into 2009: 10 Predictions for Online Video.”
Number 8 on his list is titled “Small businesses embrace video advertising.”
Castro writes: “Back in 2001, small and medium sized businesses began to embrace search advertising. It was a way for them to grow their business in a tough environment, while making sure they had measurable results for their advertising spends. As companies deal with the worst of the recession in 2009, they will have to work even harder to be noticed by customers. Video advertising… …will be embraced by small and medium sized businesses looking to stand out.”
I agree. The businesses that recognize that they have the ability to grow their revenue in these trying times with targeted, professionally-produced video content for their existing and potential customers on their own Websites, will be the businesses that weather the storm.
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