You’re In Business – You Need Video – Now What?

You’re in business. You’re all set up. You have a great looking website, but no video. You may want to consider adding some video content. Text-only websites can be dull and boring. Ten years ago, before high speed Internet, all sites were text heavy, with some graphics, but the world has changed.

So, to bring your website into the 21st Century, you decide to create and produce video to showcase your product or service.  First, you bring in your family video camera and record some spontaneous comments about your business. It doesn’t look or sound very good, but hey, it’s only the Internet.

Next you hire your best friend’s cousin’s son who is in high school and wants to work in television. The results are not much better and there doesn’t seem to be any reason for the video.  Now you have video, but it doesn’t work.  Time to rethink things.

The fact is that people are sophisticated video viewers. Even people in small town USA watch all the major networks. They expect high quality video and audio.

The very first thing you need to do is define your story. Map this out in advance. “Winging it” or “Working on the fly” just won’t work. You have a message to get about your business. The video tells viewers why they need you. Make your story crystal clear. Prepare your story well in advance. If you’re the on camera presenter, practice the story.

The next steps in mapping out your video are the technical aspects of production. Poor video (and audio) reflects on you and your business. You provide a Rolls Royce service; your video needs to reflect this.

High quality video is the best way to present that information. So follow a few simple rules to get great video and audio.

  1. Let’s start with audio. Make sure you or your spokesperson has an external microphone. That means it’s either clipped on you or someone is holding one above your head (out of the camera view). The reason for this is audio from a camera sounds hollow and often can’t be understood. Good audio can even make poor video “look” better.
  2. Next, be sure to use lights. Dark images are not interesting and don’t hold viewers long enough to hear your message. Professional lighting is the best, but you can always use lamps to make your video better.
  3. Remember, you’re competing with other businesses. You need to look and sound the best you can. Preparing before shooting will make your video “watchable” and generate interest from prospective clients.
  4. And lastly don’t create a single video. You need a library of video information so viewers will keep coming back to your site. A single video will create a mild buzz and then die.

Studies confirm that video is the marketing tool for the Internet. Following these simple rules will make your video outstanding.

Mark Alyn is the head of the video and TV division at Anthony Mora Communications, Inc.  For further information email Mark at markalyncom@mac.com

Copyright © Anthony Mora 2012

Six Ways to Market Your Business on A Shoestring

Very few businesses thrive or even survive without marketing.  But it can be an expensive process. There are several options that businesses can utilize that won’t break the bank. Start with the simple stuff.

1) Business cards can be a quick way to introduce your business and pass the information on.  Use your cards wisely, don’t just put your basic information on it.  Come up with a line or two that you can put on the card that explains who you are.  Use it as a way to promote yourself and your business.  Then get the cards out there.  Come up with a gameplan to get your cards in as many hands as possible.  See if there are places where you can have your cards displayed, or boards they can be added to.

2) Network. Join civic and business groups.  Do some homework and find networking groups in your area that you can join.  These are places where you can pass out your business card, but more importantly, these can be great places to make contacts.  If the people you meet at the groups can’t utilize your services or products, they very well may know others who can.  Also develop your verbal business card.

3) Find a way to deliver your pitch in less than a minute.  Ann Convery (www.anncovery.com) is the expert at this.  Utilizing her Speak Your Business in 30 Seconds or Less technique you can develop much more than an elevator pitch; she helps businesses craft their verbal brand.  Once you’ve developed this you have a powerful and effective way to describe your business and give prospects a call to action.

4) Once you developed your 30 second verbal brand, build on that and come up with stories and pitches that you can send to the media.  When pitching the media, position yourself as a resource instead of a sales force. This is particularly important to keep in mind when calling producers or editors to follow up on a PR pitch. When defining your media message, be specific. Sharpen your story. You may have numerous talents, you may have several stories to tell, but don’t try to tell them all at once. You don’t want a one-note campaign, but you do have to play each note individually. If you slam all of the piano keys down at once, you don’t get music, you get noise. What you’re looking for is melody, music. You can tell your various stories, but don’t try to give them to the media all at once, tell them sequentially.  Come up with five or six different topics or hooks that you can comfortably and expertly address. Now put them in order. Prioritize them. Don’t pitch all of our stories to the media at the same time. You want to be targeted and succinct in you media pitches. An effective public relations campaign can be your strongest marketing and branding tool

5) Offer your services as a speaker.  Offer to speak on your topic for free. Your objective is not to make money from the speeches themselves, but to make contacts, establish yourself as an expert and have prospects find you via your speaking engagements.

6) Create an attractive, functional website to drive prospects to.  Make sure and have your URL on your card.  Consider creating a blog and position yourself as an expert in your field.  Go on various social media sites such as Facebook and Twitter and post your blogs.  Also post information that would be of help to your clients and prospective clients.

Bonus tip) Post and traditional media coverage that you land on your site, your blog and on the various social media sites.  This is one way you can maximize your media coverage and turn a local story global.

There are countless other ways to market your business.  But these are some good tried and true ways.  Start here and start to build your business.  After awhile review your marketing mix and see what’s working the best for you. Soon you’ll find the right fit for your ultimate marketing campaign.

Copyright © Anthony Mora 2010

How to Get More Business, More Clients and Make More Money

The difficult part is that there are so many choices.  Sometimes one particular avenue is going to be the right choice to build your business, other times it’s going to be a specific marketing mix.  You’re looking for the most effective and inexpensive ways to promote and market your business.  Most business owners have had the experience of spending money on marketing that never paid for itself.  So, how do you find that magic marketing equation that not only pays for itself, but brings you more business, more clients and makes you more money?

That’s not always that easy to answer; chances are you’ve tried Internet marketing, advertising, direct marketing, networking, advertising and/or Internet marketing (including social media, bogging, Adwords, email marketing, social media, etc.).  Maybe some of these approaches paid off and maybe none gave you the results you were looking for.  If that’s the case, don’t despair, you’re personalized successful marketing approach is there, you just need to find it.

To begin with define your product or service.  How do you describe it?  Is your pitch meeting your needs, or your client’s needs?  Make sure your description and pitch is tailored to meet your customers and clients needs.  Next define your target market.  Who are you selling to?  Once you’ve defined that find out how to best reach this market.  What do they read?  What do they view? What do they listen to? What type of sites do they visit on the net?  Once you’ve answered those questions, you’re well positioned to create a marketing campaign that actually works to build your business.

The cornerstone of any effective marketing campaign is a traditional public relations campaign.  Media exposure builds your credibility and and validation.  You can then leverage your press coverage to find more potential clients and customers.  PR is an ongoing process, the more media coverage you have, the more media coverage you get.  Once you start garnering coverage in newspapers, magazine, TV or radio, it’s time to add the next step.  Start using social media and bogs to maximize and amplify your media coverage.  If you’re covered in a local newspaper or on the Today Show, or the Wall Street Journal or CNN, let the world know about that.  There is no better tool that the Internet to get the word out.  Finally make sure that your website talks directly to your clients needs, answers their questions, and explains why you’re the person or the company that can solve their problems and meet their needs.  Utilize your media on your website.  Use your blog to reinforce your message and educate your prospects, customers and clients.

This marketing strategy will not work for you overnight, but if you implement it faithfully and stick with it – it will work!

Copyright © Anthony Mora 2010

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