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How to Use Your Expert Knowledge to Build Authority Online

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Daniel Glickman – Enjoy! 

photo credit: 123rf

No man is an island, entire of itself; every man is a piece of the continent. – John Donne

The internet is a living continent that depends on community contribution to thrive. Without input from participating members, the internet would cease to be relevant. However, the biggest strength of the internet is also its biggest weakness: with almost three billion users, the internet is an enormous global stage, and as participants, we are all competing for a bit of spotlight. However, in our fight to get a moment of glory, too many generate content that is useless and irrelevant. So how do you create important content? Use your expert knowledge to benefit the online community.

First, realize that the online community doesn’t care about you.

Like any other consumers, online audiences are seeking to consume relevant, valuable knowledge. Luckily, you have the power to give them exactly what they want. But first, you need to stop contributing only to benefit yourself. Creating content simply for your own marketing benefits will never get you the same results as contributing genuinely for the benefit of the community.

Ask not what the online community can do for you, but what you can do for the online community.

If you are consistently putting the audience’s needs above your own, you will benefit. The key to being a valuable participant is knowing what you have to offer, why it sets you apart, and how to get it out properly. The most important input you can give to the existing online community is expert knowledge that only you have by contributing content that is unique to your specialty to genuinely help others.

Give fresh perspectives.

A core necessity of any content is that it is valuable and high-quality. However, even the best content can easily be overlooked. A constant challenge is creating fresh and interesting content that offers value to visitors. It’s easy for a great post or infographic to become buried under other online content, so how do you catch the attention of an ever-distracted online audience? Know how the element of surprise can attract attention. A moving graphic, interesting color scheme, or dash of humor in a forum post are all real ways to keep audiences on their toes and interested in what you have to say.

Choose appropriate methods for delivering knowledge.

There are as many topics to contribute about as there are ways to get your insights out there. Informative online presentations, guest blogging, webinars, and active participation in online forums are just a few of the many ways to help the community at large and, if done correctly, can drive long-lasting community engagement. Identify why each method would benefit you, and ask yourself if it’s relevant to your niche. The owner of a medical technology company is probably better suited to contribute knowledge to forums than webinars, but either method works if the owner understands his strengths. A great writer but bad public speaker is probably not suited for a live presentation and should choose an online slideshow with great taglines instead. Know how to play up your strengths and invest in the appropriate methods to benefit the most.

Strive to start conversation.

Putting out content that doesn’t generate audience feedback is like delivering a presentation with zero engagement. Before any post or comment, ask yourself if you are just adding your two-cents or actually participating and driving a conversation. One of the best ways to see this in action is by rephrasing your comments as questions. See how much more participation you get from asking your audience their opinion?

There you have it – to be an authority on your niche, deliver genuine content for the purpose of contributing, not benefitting. The most engaging content – that great TED talk, memorable article, or viral website – was created because of a passion of to share, not benefit. If you can do this successfully, you will not only establish yourself as an authority in your field, but will also draw an engaged audience to you naturally.

08c4341Daniel Glickman is the CMO of emaze. He loves analyzing marketing data and building strategic and tactical plans.

 

Does Your Business Have a TV Show?

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Kevin Jordan – Enjoy!

If you watch any television at all, chances are you’ve stumbled across one of the many reality TV shows that turn the day-to-day drama of a small business into prime time entertainment. There’s TLC’s Say Yes to the Dress (starring Kleinfeld Bridal in Manhattan) and Cake Boss (featuring Carlo’s Bakery in Hoboken, NJ), the History Channel’s Pawn Stars (Gold and Silver Pawn Shop, Las Vegas) and American Pickers (Antique Archeology in Le Claire, Iowa), and my personal favorite–the Discovery Channel’s Flying Wild Alaska (about the airline Era Alaska, based in Unalakleet, AK). These shows have turned the owners and employees of obscure small businesses into international celebrities, and generated tens of thousands of dollars of revenue for the businesses (if not more). What small business owner hasn’t watched one of these shows and thought to him or herself, “I wish I had a TV show about my business distributed by a media giant to millions of viewers around the world”?

Well, I’ve got great news for you. You can have a TV show about your business, and Apple will deliver it literally into the hands of 1.5 billion people around the world. It’s called a video podcast, and for the business owner who has the time and resources to devote to creating one, it’s a very effective way of delivering educational content to your target audience and establishing yourself as an authority in your niche.

iTunes Video BlogsWhat’s a Podcast?

Before I go any further, perhaps I should clarify what exactly a podcast is, because the name “podcast” actually is no longer a good way of describing it. You see, a podcast is basically a means of distributing content to an audience. That content can take the form of a radio show (audio podcast), a TV show (video podcast), or a newspaper (yes, you can actually distribute PDF documents using a podcast). The reason it’s called a “podcast” is that in the beginning many people were listening to audio podcasts on their iPods. However, there are now many different ways that people can consume podcasts, so that’s a little bit of a misnomer.

Just as is the case with more traditional forms of syndicated content distribution, people can either consume one “episode” of your podcast (like picking up a newspaper from the rack at the news stand), or they can subscribe to your podcast and have each episode automatically delivered to their favorite device when it is released (smartphone, laptop, iPad, iPod, etc).

Why would you want a video podcast?

Now, you may be thinking to yourself, “I already have an email newsletter that people can subscribe to. Why should I have a podcast also?” Unlike an email newsletter, this method of delivering content to your target audience is completely spam-proof, and does not require someone to divulge any personal information (like name and email address) in order to receive it. Therefore, all barriers to entry are essentially removed. It’s a great way to let people “try out” your business at no risk–a key component of the Duct Tape Marketing Hourglass concept.

As to why you should consider a video podcast instead of an audio podcast, there’s a couple compelling reasons:

  • With a video podcast, there are fewer restrictions on the type of content you can produce–think live demos, screen capture videos, virtual tours of your facility, etc.
  • Your personality comes through more powerfully in a video (assuming you appear on-camera) than in an audio broadcast
  • In some cases (depending on your content), you can separate the audio from the video in your editing process and use the audio files to create an audio podcast without any additional editing, thus reaching a wider audience.
  • Right now, there are a lot fewer video podcasts than audio podcasts, meaning less competition. Also, Apple is actively promoting video podcasts in iTunes and has expressed interest in getting more of that type of content on their platform.

What will your show be about?

So, now that you’re convinced that this whole video podcast thing is at least worth investigating, the only thing left to decide is what your show will be about. Here’s a few ideas:

  1. Use your show to teach customers (or potential customers) how to use your products. For example, the Basic Brewing video podcast teaches people how to brew beer, and its host, James Spencer, has an online homebrew supply store.
  2. Use your show to establish authority and credibility in your niche. If you’re a speaker, author, or coach, a video podcast is a great way to position yourself as an expert. See the NutritionFacts.org video podcast for an example.
  3. Your show could simply be a method of broadcasting company events, messages and updates to your employees, strategic partners, vendors, and customers. For example, the White House publishes a video podcast that is simply a recording of all the president’s speeches.

If those examples don’t give you any ideas or inspiration, just go to iTunes and search for video podcasts about topics you are genuinely interested in (you can even find video podcasts about video podcasting). Subscribe to a few and start watching them on a regular basis. Chances are, before long you will start to view the hosts of the shows you subscribe to as experts you can turn to for trusted advice. You may even end up buying products or services from some of them! There’s no reason why you can’t be one of those “trusted experts”. Start a TV show for your business so you can share your knowledge and experience with the world, gain the trust of your target audience, and position your brand at the top of your niche.

Kevin JordanKevin Jordan is an authorized Duct Tape Marketing Consultant living in central Virginia. He’s also the host of the Small Business Marketing Minute, a daily video podcast for small business owners looking for simple, affordable, and practical marketing tips. He teaches several online courses on small business marketing, including video marketing.

Marketing Techniques Every Small Business Should Use

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Kristin Hovde – Enjoy!

Small-Business-Marketing

photo credit: iStock

Having the best, most innovative product on the market is not enough to drive traffic to your office or store. It takes a carefully-planned strategy to effectively promote your products or services.

Marketing is a critical component for any business, but can be done effectively without having to shell out thousands of dollars. Small business owners may feel intimidated competing with their larger, more established competitors, but these ideas will help increase brand awareness, drive more traffic to your website, and gain new customers.

1. Have a Measurable Goal

Before beginning any marketing campaign, having a realistic goal to aim for is a critical piece to the marketing puzzle. There are several steps to creating a goal to successfully launch your campaign, but for an easy way to remember it, think S.M.A.R.T:

  • Specific: Know Who, what, where, when, which, and why.
  • Measurable: Determine how you are going to measure your progress.
  • Attainable: Create a goal that can be achieved.
  • Realistic: Aiming high can give you the motivation you need to reach your goals, but it can also make it much more difficult to reach. Shoot for a goal that can realistically be accomplished.
  • Timely: Know what time frame you would like to accomplish the goal by.

2. Know Your Target Market

If you target everyone, you will be wasting valuable time, energy, and money on promoting your business to an audience that may not be in the market for what your company has to offer. Do your research to determine what age, gender, location, and any other criteria needed to discover what demographic you need to sell your products to.

3. Get Involved in Networking Events

Networking events such as trade shows are excellent ways to get the word out about your business. It will allow you to get out of your office and meet other professionals in your industry. Instead of going to these events with the sole intention of selling your products, try to connect with these people on a personal level. The friends you make could refer customers your way down the road.

4. Grow Your Social Media Presence

Social media is everywhere we turn; from checking Facebook newsfeeds to tweeting about our day entirely from a smart phone. Billions of people are using social media, so having your business be a part of that world will help to reach out to a larger audience. Set up company accounts on Twitter and Facebook, a company page on LinkedIn, and a YouTube channel for downloading videos on useful tips that could help your customers.

5. Join Volunteering Groups or Start Your Own

Is there an event coming up that supports a cause? Help support it by having your employees and yourself volunteer or by donating money or items to the cause. If there is a cause that is close to your heart, consider starting your own volunteer group. Not only will volunteering or donating put your company’s name out there in the public eye, but you will also be helping a group of people in need.

6. Show Your Expertise in a Blog

Show readers how knowledgeable you are in your field by writing about it. Write blog posts that include helpful tips on a subject that your readers will find useful. This will show everyone that you are an expert in your industry.

7. Be Consistent in Your Marketing Campaigns

Whatever marketing message you are communicating to potential customers, make sure it is consistent throughout all of your marketing materials. Having the same text, motto, and pictures throughout your different marketing mediums will be much more memorable to potential customers.

8. Keep Your Website Updated

Online shopping has increased in popularity from 10 years ago, so keeping your products updated regularly is important. Not only should new products be added or outdated products be deleted, add fresh content to the products you already have listed on your website. Also, add new images and graphics to build traffic and keep visitors from getting bored. Regularly updating your website will also help your search engine rankings.

9. Write a Press Release

Are you launching a new product? Does your company have big news? Writing a press release about it will get the attention of the media, which will end up getting the word out to your target audience very quickly. As much as this tool can help boost the awareness of your business, don’t write a press release just to write one. Make sure you have something that is news-worthy to write about in order to get readers interested.

10. Measure Your Results

As I mentioned in tip #1, having a goal that is measurable will help you discover the success of your marketing campaign. In order to find out which campaigns have been the most successful, have employees ask customers how they heard about your business, offer coupons with promotional codes, or look into purchasing tracking software that will be able to tell you where your website visitors are coming from. Once you have gathered this information, you’ll be able to find out which tools and campaigns have been the most successful.

With these tips, you will be well on your way to effectively marketing your small business.

161352_100001963608959_2491958_nKristin Hovde is the Marketing Manager for Smash Hit Displays, an online trade show display company. She has written numerous articles related to trade shows, marketing, budgeting, and social media.

 

Social Media Marketing for Lead Generation

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Michael Bird– Enjoy!

photo credit: whoohoo120 on Flickr

photo credit: whoohoo120 on Flickr

Let’s say you’ve devised the perfect marketing strategy for your small business, a photograph business. It involves placing ads in papers and passing out business cards. The business comes in, and for a while things are good. After a few more months, however, it seems that the leads have dried up. You’ve had nothing but success at the events you’ve done thus far, but fewer people are responding. So what do you do? Make a new plan, Stan, and it should probably involve social media. Look, I’m not saying your marketing strategy doesn’t have potential, but if you’re not using social media to generate leads, you’re missing out on an opportunity to reach a huge market. Not convinced? Lend me your ear…

Tides Have Changed

facebook

photo credit: Flickr

Now more than ever, there has been a dramatic shift on social media from being purely a community to being a viable market. Here your customers sit, just waiting for you to reach them and tell them why they need you at their next bar mitzvah. Small businesses are using social media to create a brand for themselves, making them almost instantly recognisable. Through posts, tweets, pictures and videos, they’re encouraging conversations about their products and services. Social media also makes your company appear more personable. Your customers will feel like they can approach you, ask you questions and potentially pass your name on to their friends.

Content Leads to Leads

In recent years, social media has come away from the community builder aspect and become more of a lead generation and content publishing platform for small businesses. This encourages them to become content publishers, writing blogs and posting photographs in order to further connect with the customer. professional-photographer-blogIt works like this: The photographer might show off his or her expertise in a blog explaining the rule of thirds or the best time to use outdoor lighting. He or she then posts the article to the company website and begins posting the link on Facebook, Twitter and Instagram, along with an accompanying photo on Instagram. The followers then read the post, comment and even share it with their friends. The photographer has reached out to more people, who probably have a relative or friend who needs a photographer for an event. The content helps potential clients view the photographer as an expert, and they’ll be more likely to trust the service provider. The links on the various social media sites help point back to the business website, bettering the link profile. Sure, community is a great aspect of social media, but just having people “like” your page just isn’t enough. You have to keep them engaged with new and original content, questions in posts and photographs that will provoke a positive response.

Get Out the Measuring Tape

photo credit: Google Analytics

photo credit: Google Analytics

It is now so much easier to measure social media’s return on investment (ROI). After you establish the goals you want to reach, such as clicked links, filled-out contact sheets or booking dates for events, you need to define a strategy to reach them and find a way to track your progress. Check out these programs:

  • Simply Measured
  • Google Analytics
  • Socialbakers
  • Rival IQ
  • Zumm

These tools (and others) will help you see your social media efforts in action. You’ll be able to see what is working, what isn’t and what you can do to change that. Some companies rely heavily on paid advertisements, such as Google Adwords or Facebook Ads, and it’s true, they can be very useful. Their value, however, should come from the number of clicks back to your website, and if they aren’t doing that, they’re not really worth it. The possibilities are endless with social media and landing page marketing. Who knows? A social media shift might just lift your small business out of a marking slump.

Michael Bird

Michael Bird is Co-Founder and Director of Strategy at Social Garden, a Social Media Marketing, Content Development, and SEO Agency based in Melbourne, Australia. You can connect with Mike on Google+, Twitter, or click through to check out Social Garden’s Blog.

SEO Blended Copy: Dos and Don’ts for Boosting Your Website’s Organic Discoverability

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Maria Orozova – Enjoy!

Duct-tapeThese days, it’s all about organic: organic produce, organic pressed-juice, holistic baby diapers made from all-organic materials – the list goes on. So, it should come as no shock the role that organic SEO plays in your website’s discoverability, even over paid alternatives like pay-per-click. In fact, 70-80% of Internet users ignore paid ads, focusing instead on organic search results.

Intimidating to some, boosting your website’s organic discoverability is easier than you might think. Just remember, if content is king then keywords are the crowned jewels.  The following are a few crucial ‘dos and don’ts’ all businesses need to consider when looking to optimize their organic SEO.

Don’t: Assume the phrase “keyword” translates to “one word.”

Do: Assign natural phrases as your keywords

By strategically assigning keywords to the pages of your website, you are essentially anticipating all of the different search variations that could and should lead users to your website. Don’t make the mistake of taking the term “keywords” literally though. Incorporate a series of natural phrases into your keyword strategy. Ask yourself – How would you search for your site?

Don’t: Randomly sprinkle keywords throughout your website copy.

Do: Utilize targeted keywords.

Unless you’re looking to get on Google’s bad-list, don’t just assign keywords without incorporating them into the various elements of your website. This doesn’t mean sporadically using a keyword here and there. In fact, there are several crucial areas that Google looks at specifically for keyword integration: Page title, page headline, body copy, meta description and links, both internal and external.

Don’t: Overload keywords in your website copy.

Do: Create engaging content and naturally integrate keywords.

There’s an art to determining the appropriate keyword density % of your keyword-blended copy. While there is really no magic number for keyword density, there is one guiding light: Good content will always beat SEO. With that said, it stands to reason that if you drown your copy in keywords at the sake of flow and cohesiveness, your ranking will probably take a tumble. Instead, focus on writing engaging content while seizing opportunities to naturally introduce keywords into your copy.

Keywords alone does not a successful SEO strategy make, however. While it is a large driver of your organic search results, there are other key areas that can further help boost your websites discoverability.

Be Mobile

Mobile-browsing usage is set to bypass desktop browsing within the year so your organization’s website design is more important than ever. Because your SEO relies heavily on your website’s engagement, it’s important to choose a responsive or mobile friendly design that will cater to your mobile audience’s experience.

Get Down with Google

It’s no shock that Google looks favorably upon those who actively use their ancillary services. An easy way to start doing this is to actively use and maintain a Google+ page. Also, if your business has a blog, you’ll want to set up Google Authorship so that your writers’ work can start to help boost your site’s credibility and ultimately, search ranking.

Stay Social

Never underestimate the power of social in you SEO strategy. Your organization’s social pages are a huge source of potential traffic for your website. Create and share engaging, original content as part of your social strategy, and always remember to link back to your website.

mariaorozovamod (2)Maria Orozova is the President and Creative Director of The MOD Studio, a boutique marketing & design agency based in Austin and the powerhouse behind many local and national brands. Together, Maria and the MOD Marketing and Development team build a strategic and dynamic mix of consumer and B2B clients. For more information on building a successful SEO strategy, visit: www.themodstudio.com

 

Using Forums to Market New Products and Services to Existing Customers

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Patrick Clinger – Enjoy!

proboardsBusinesses of all stripes are always looking for new customers to buy their products or services. However, sometimes businesses ignore the best place to look for new sales:  through customers who have already purchased products and services in the past.  Tapping into your existing customers to boost your sales is smart because you’ve already done the hardest part of the sales cycle with them:  you made that first sale.

The easiest path to new sales is often found through those who have already made a decision to buy from you.  The key is getting a sense of how the products are perceived by customers, how the services are used, and what add-on or upsell products and services are a good fit to market new offerings to an existing customer base.

Internet Forums

One of the best tools for learning more about customers who already use your products and services is social media, with Internet forums being one of the more dependable tools for gathering information.

According to a 2012 study by Awareness, a marketing firm based in Burlington, Mass., one-third of marketers are looking to social media and Internet forums as the platform of choice to reach customers.  Nativo, a content marketing firm in Long Beach, Calif., says 20 percent of Americans use forums to discuss and recommend products.  Nearly two-thirds of women in online forums make product recommendations on these boards.

Marketing to customers via an Internet forum delivers this proven path and helps ensure success by enabling a series of regular and intimate communications between the company and the customer. Spending time on Internet forums where your customers can be found often reveals relevant marketing information about products in demand, services used, strengths of competitive offerings, and weaknesses in products or services offered by a competitor.  This sort of intelligence is ideal for putting together a sales pitch on new or related products and services, or to make a compelling offer to customers of your chief competition in order to acquire new customers who were unhappy with their offering.

Internet forums also help to build customer loyalty. The seeds you plant today, through the intimate two-way communication forums provide, help make products better and allow the company to fix potential problems, while ensuring product launches are more successful — just by leveraging the loyalty built through the regular interactive engagement with your customers.

Spend some time finding out which forums your customers read regularly and do some “lurking” where you read each post and response without actively participating.  Take careful notes.  Identify current customers on the forum.  From their posts and comments, what other products or services would improve their experience with your company based on the first purchase they made?  Do they offer advice to others buying similar products or do they warn prospects about the purchase they made from you?

Stay in Touch

If you detect something is wrong, you can proactively contact them and fix the problem.  If it’s a competitive offering, how does your product or service address the shortcomings of the competitive solution?  Can you put together a program to encourage these customers to try your company?

Internet forums provide a great way to stay in touch with your customer base.  But there are some “rules of the road” for participating in a forum and using it for marketing purposes.  Follow them or you could risk being banned by the forum staff:

  • Develop a good profile so forum participants know who you are.  Make yourself approachable.  Make sure there is contact information so it makes you accessible to your customers and prospects.
  • Introduce yourself to the forum members in the appropriate section.
  • Be smart about commenting; never insult a poster.
  • If you are alerted to a problem, play a role in getting it resolved; encourage other posters to ask you questions.
  • Make valuable contributions to the forum; provide good information.  Don’t spread rumors or make bold claims.  Be helpful and humble.  Be objective.
  • Don’t hard sell new products and services when you make a new post, and always expose any biases you have.  It’s great to help people who have questions, it’s bad to spam.

Patrick Clinger Headshot - 300dpi-jpg 05-16-13Patrick Clinger is founder and CEO of ProBoards, the world’s largest host of free forums on the Internet (www.proboards.com).  The company has been hosting forums for more than 14 years with over 3.7 million forums created on its platforms.  The company’s forums record billions of page views every year with tens of millions of registered users.  ProBoards’ Forums.net white label forum service allows small business to quickly and easily create their own branded Internet forum that is fully managed by ProBoards.

 

Why Your Business Needs a Google+ Page Too

It’s guest post day here at Duct Tape Marketing and today’s guest is from Diana Gomez – Enjoy! 

If you are on Google+ (which you are) and if you run a business (which you do), you also need to create a G+ Page for your business that is wholly separate and distinct from your personal G+ profile.

Essentially, Google designed Google Pages to address the specific needs of business owners seeking to maximize Google’s features for their professional purposes.

Here are some of the basics you need to know for mastering your G+ business listing and some tips on where to devote your energies to reap the greatest rewards in harnessing the power of G+ for your business marketing strategy as well as enhancing your business’ reach across the online realm:

First Impressions Matter

With so much competition in any given field, unless you can create a visually stimulating profile page for your business, there’s a high likelihood that searchers will simply move on to the next business in the carousel that has prioritized its appearance.

At a minimum, your business page cover photo needs to represent your brand and indicate what line of business you are in. You may love kittens, but your business’ cover photo is not the venue to display this affinity (unless you are in the business of kittens, that is). If you are not, leave them on your personal G+ Profile Page or on an adorable YouTube video where they belong.

Ideally, the photo will be clear and will adapt well regardless which device the user employs. More and more searchers are doing so via mobile devices, so making sure your G+ Business Page is compatible is a must.

In addition, make certain that your properly linked website conveys the same message!

Google Maps Matters

The best way to establish your place “on the map” is by establishing your place on the map, literally.

When your business profile clearly lists your business address, your physical location will automatically show up when people search for your area of expertise using Google Maps. And that’s why it’s also important that you select the most-appropriate business category – Google wants to connect you with your potential customers, so help them help you.

Make sure your listing shows your address exactly as it appears on your website. Additionally, don’t just stop at your business name, location and physical phone number. Provide as much information as possible. Include hours of operation, a description of what you do in general, and a few specifics such as: most popular products and most requested information.

And perhaps most important, consistency across all of your business channels is key. If Google lists your address differently, change the one on your website to match theirs. Those who are willing to play the game according to Google’s rules are the ones whose businesses will benefit in the end.

Connect Through Conversations

One of the newest aspects of social media that Google is working to integrate across their own products is hashtags. Whenever you post something on your business page (and you should as often as possible), include relevant hashtags because Google now recognizes those in searches when it shows up on their own G+ outlets. If you are using the “right” hashtag at the “right time,” Google just might reward you with an increased rank in search.

As we all know, there’s no secret formula for getting to the top of the Google search charts. But if you follow these optimization guidelines when setting up your Google+ Business Page and listing, you are that much closer to connecting to your customers when they seek you out via Search, Maps, G+ or mobile devices.

And the best part is that by putting the work in upfront and staying on top of regular updates, from that point on, the rest will be taken care of by Google marketing automation.

DianaGomezDiana Gomez is the Marketing Coordinator at Lyoness America, where she is instrumental in the implementation of marketing and social media strategies for USA and Canada. Lyoness is an international shopping community and loyalty rewards program, where businesses and consumers benefit with free membership and money back with every purchase. Check out Lyoness on Facebook.

 

7 Ways Entrepreneurs Can Use Video To Grow Their New Business

It’s guest post day here at Duct Tape Marketing and today’s guest is from Joe Forte – Enjoy!

Congratulations! Your business plans are in place, perhaps you have sought out and won investors, and gotten a foothold in the market with your product. Now it is time to grow. No doubt you are raising the mantle of social media dominance and gathering all the “followers” and “likes” that are to be had, but have you got the moves to keep their attention?

Properly designed and produced videos are an amazing way to build strength behind any marketing campaign. Let’s look at 7 ways entrepreneurs can use video to grow their new business.

1. Viral Video Marketing

This is old news to anyone with an Internet connection, but also extremely hard to do for the average Joe with a low definition webcam. You need something shocking, wowing, the “AH!” factor if you will. Like any good song, your product not only needs a hook, but a melody to provide the ear-worm and make your work a household name. Seeking out a firm with good copy writing and production staff can help bounce your ideas into a whole new audience.

In our example, we take a look at the 2011 start-up Dollar Shave Club and their viral video “Our Blades Are F***ing Great”. The CEO, Michael Dubin, wrote the script and had his good friend co-direct it. They produced the video by themselves without the help of a professional video company. It cost roughly $4,500 to make and it was shot in a day at their actual factory warehouse.. The viral video was responsible for 14 million views and 12,000 new orders that arrived within the first 48 hours of it being uploaded, and since then, Dollar Shave Club has gone on to produce other viral videos to continue the buzz surrounding their fast growing business.

2. Creating Brand Recognition

What names come to mind when you think about online search engines? What about cake mixes? More importantly, what name will come to mind when people think about your product? Your company, your product, is your baby. You have invested hundreds of hours and devoted many sleepless nights into planning, research, and development. Quality, targeted videos of your product, and your mission, will put you head and shoulders above the crowd.

Lyft, a privately held, San Franciso-based transportation network company that was founded in 2012, recently released a video that explains how their peer-to-peer ridesharing mobile phone app works. They do a great job by incorporating their signature furry pink mustaches on their drivers’ car into the branding of the video, to create instant brand recognition when you’re out on the road. Do you think their branding messaging is working?

3. Use Your Videos to Introduce Yourself

video production companiesPut a name and face on your brand! People like relating with people. Studies have shown that it is hard to shake hands with the Internet though. (A little humor). Let the world meet the people behind your product. Who makes your widgets and why do they love making them? Why did you start making your widget and why do you want to share it with the everyone? Everybody loves a good story, give them one!

4. Use Videos to Share Testimonials

You can use this opportunity to showcase your product as well as share “visual reviews” with the world. Written reviews are fantastic and have their place, but your product alongside the smiling face of a well satisfied customer carry some extra weight. People trust people, it can take some time to build the trust in the brand, and this will help to bridge that gap. If a picture is worth a thousand words, how many words is a brief 3-minute video worth?

5. Vlogging

I know, buzzword alert! This is a time tested way to help personalize your business though. Since the inception of social media marketing and YouTube, business execs, small-business owners, and private marketeers have been offering their personal perspective through vlogs. This is your chance to tell the world who you are and why you do what you do. Getting them invested in you will help to get them invested in your success and your business.

6. Offer Behind the Scenes access to Your Product

This is called “Building the Hype Train”. Congratulations, you are launching a shiny new Earth shattering product… Who cares? You do of course, and who better to share that excitement! Get the word out, show the world your new widget! (Use discretion if still in development, they don’t need to see software source code, or how much butter goes into your new dish).

Think of this like ordering a dish at a new restaurant. Your friends have been telling you for weeks just how good this place is, you have cleared an evening that you are anticipating will be filled with bliss. You have been salivating over how that steak will taste as you throw yourself into the first bite, and now, you hear it still sizzling from the grill as it nears your table…

Give your audience that same anticipation! Build them to the first bite of your succulent new widget. Make them tell their friends how after their first bite, they couldn’t wait to share with the world!

7. Offer Instruction and Promotion for your Product

Is your product tech? Don’t assume everyone knows how to mount and port files, offer some guidance, make it accessible. High quality, well edited product demonstration and instruction goes a long way with many people, even those who know what they are doing but like shortcuts. The only things people have bought that they didn’t want to be easy were Rubik’s Cubes and 10,000 piece puzzles. Unless you are selling those, help them along!

Dash, a startup company founded in 2012. recently released a video that showcases its connected car platform that turns any car into a “smart” car. The video does a great job showcasing how to use their product, especially since it is technology based and makes it much easier to understand than having to read long form text.

 

Dash – Mobile – Driving – Demo from Jamyn Edis on Vimeo.

 

Use these 7 ways that you the entrepreneur, can use video to grow your new business! Find yourself a good firm to work with that has good copywriters and a solid film crew. Sure, you could do it on your own, but let’s face it, you are busy enough running your company. Enlist the help you need to make it a success, otherwise it is just a hobby.

 

joe-forteArticle written by Joe Forte, co-owner and producer at D-Mak Productions. D-Mak Productions is one of the top video production companies based in Phoenix, AZ that specializes in corporate video production.