Branding

There are two types of sales videos — the lengthy video that fully demonstrates your product and gives consumers all the information they need in order to purchase it, and a short video teaser that creates interest or buzz about your product or brand. Think of them as the online versions of infomercials and commercials. These tips will help you to create captivating short sales videos or sizzle videos.

Use high quality content

Your videos do not have to be slick and polished, or look like a high priced advertisement. However, they should not have grainy video or audio that is difficult to understand. Film your video in high definition, which is available from inexpensive consumer cameras. Properly light the subject of your video, and frame the subject of your video correctly. If your product is featured, it should be clearly visible. Film your video in quiet settings so that the audio recording is clear, or use studio voiceovers. Music should be appropriate to both your audience and the message you are sending.

Target a specific audience

You should know exactly who will be watching this video, based on your targeted demographic persona. Each persona should be targeted with a separate video, so that it can be tailored specifically to the needs and desires of that persona. Determine the style of video that will be most appealing to that persona, whether it is full of infographics, slow reveals of key product features, or a rapid montage of images.

Find five features

Each video should mention the benefits of at least 3 and no more than 5 features of your product. Determine which features and benefits are the most important to your target audience, and mention only those.

Keep things moving

Ensure that any still images in your video appear to be moving by using transitions. Avoid using static images or blocks of text, although short catch phrases or important statements can be used sparingly. Titles and closing credits should have some movement to the backgrounds, even if the text is static.

Think reusability

You’ll get more use from your video if the parts that change rapidly (such as sale information) or vary between otherwise identical scripts (such as location names) are done in a voice over or using a replaceable title card. When they change, the video can be easily updated, without requiring an entirely new video production. Similarly, if you are creating a number of different videos for different personas with different collections of featured benefits, careful scripting and editing will allow you to reuse the descriptions of individual features in multiple videos, rather than needing to shoot each video in its entirety.

Thanks!

Sean

Sean McPheat

Managing Director

The Internet Marketing Academy

http://www.internetmarketingacademy.com

(Image: Morguefile)

Branding goes beyond have a common look and feel to everything that leaves your office, although that is certainly an important part of your branding strategy. Ideally, your brand becomes so recognised that people can use the name of your company as shorthand for all of the value attributes that are associated with it.

Research current opinions

Before you can create a new brand for your business, you need to know what your current brand identity is. Even if you never created a brand, you will have one in people’s minds. Existing customers can tell you what values and attributes they associate with your company, as can your employees and business partners. If you are a new company, you can compare and contrast your product line with existing products and ask prospective customers what attributes about your products would make them switch from the products they buy now.

Identify chosen values

From the list of attributes and values identified, select all of the positive values that you feel are core attributes of your business, or that you want to be known for. Weed out any values that are shared by other companies in your industry, such as good customer service. If any negative values are identified, find a value that puts a positive spin on that value. For example, if people think your company is “slow”, assert that your company “takes the time to do it right”. The values that remain should be those that are necessary and sufficient to define your business – all of the values that are distinct to your business and no others.

Visually represent those values

Design a logo for your business that expresses all of the core values you have identified. The logo should use images, colours, and fonts that combine to express your values. It is well worth hiring a professional for this, rather than attempting to do it yourself with some clipart and a basic graphics program. Your logo will form the visual centrepiece of all of your product packaging. You will be using colours and fonts from your logo to create thematically consistent product literature, product packaging, and advertising.

Make a promise

Finally, create a tag line for your business that goes with the values expressed in your logo. The tag line is not simply a memorable rephrasing of your core values. It expresses the emotional reason why someone wants to do business with you. Think of the original Federal Express tag line, “When it absolutely positively has to be there overnight.” That tag line conveys the desperation of the customer, and promises that the problem would be solved with rock solid reliability, so they do not need to worry about it. The emotional reason being promised is peace of mind.

Thanks!

Sean

Sean McPheat

Managing Director

The Internet Marketing Academy

http://www.internetmarketingacademy.com

(Image: MorgueFile)

A Google+ site for a business is much like a personal Google+ site. It can be used to blog, to embed content from other websites, or to link to other websites. Your business Google+ site is linked to your business Google+ account. If you do not already have a Google+ account for your business, your first step is to create a Google+ account.

Claim your existing Google+ listing

Many business pages for local businesses were created automatically by Google, based on available information. To find out if your business already has a page, log on to your Google+ account (http://plus.google.com) and search for your business name. If you have a page that you have not claimed, there will be a button under the heading “Is this your business?” that reads “Manage this page”. Click the button to claim the business page.

Create a new Google+ page

To create a new page, on the left hand side of the screen, select the Pages icon if available, or if not select the More icon followed by the Pages icon. Then click the “Create new page” button and follow the prompts. You will need to select the type of page, whether a local business, a business with multiple locations, or a product or brand. Since you can create multiple pages, you can create one for every business location or every product, as well as one for your entire business. Verify the ownership of the page, and assign multiple managers to oversee the page.

Personalise your Google+ page

Add a description and links to your website. Add a profile picture of 250 x 250 pixels, and then change the cover image to either a single image spanning the page or a row of five smaller images. Pages for local businesses should also include an introduction, your business hours, the website name and address, the contact information, recommended links, photos, and videos. See How To Use Google+ Local for more details specific to local business use. The Google+ page allows you to post updates, pictures, and videos. Use these interactive features to list your latest special offers, link to your most recent blog posts, or display your latest videos.

Hang out

Google+ pages are different from other social media pages in that they integrate with Google Hangouts. This allows you to put a video chat room feature on the page. You can use the Hangouts to create specific events such as product briefings or video training seminars which can be recorded and posted on YouTube. You can also use the Hangouts as a customer service platform, or as a bonus feature provided to VIP clients.

Thanks!

Sean

Sean McPheat

Managing Director

The Internet Marketing Academy

http://www.internetmarketingacademy.com

(Image: MorgueFile)

It is well known that people do business with other people whom they like and trust. But how do you create and keep that trust, especially before someone is a client of yours? It turns out that correct usage of social media is one of the crucial means of creating trust before a sale, and of keeping trust after a sale.

Executive social media

A recent poll determined that more than 80% of consumers were favourably or very favourably inclined to trust companies whose executive officers used social media to communicate the goals, vision, and values of a business. That translated to 77% of consumers saying they were favourably or very favourably inclined to buy from such a company. Note that this doesn’t refer to the designated social media person talking about what is going on at the company. The executive officers are the ones who set the policies, strategy, and vision for the company. They should be using social media to explain what they have decided the company should do, and why. This is akin to the way that publicly traded companies analyse the past year and why the year to come will be different in their annual stock reports.

Confusion equals distrust

Consumers like to know what they’re getting from a company. They have certain expectations regarding advertisements, and certain expectations regarding informational content. When a company blurs the lines between advertising and content, such as by creating “advertorials” (paid advertisements that look like news pieces) or product comparisons that are highly skewed in favour of their own products (for example, by failing to mention the areas in which their competitor’s product outperformed their product), customers lose trust in the company.

The worst offenders in this category are online videos, which look like informational content but are revealed to be advertising at some point after the viewer begins watching. About 85% of the people surveyed by MediaBrix regarding this topic reported that they had fallen prey to this deception. Coincidentally, only about 15% of the people who saw such videos approved of the company that created it, with a whopping 85% of the people neutrally or negatively impacted.

Right and wrong social media

Other categories of line-blurring that people objected to, in order from most severe to least, included advertorials, infomercials, Facebook sponsored stories, and Twitter promoted tweets. Refrain from trying to lure a few extra eyeballs to your website by using these strategies, since the backlash can cause more damage than you gain.

That’s not to say you shouldn’t use Facebook sponsored stories, or Twitter promoted tweets. They can be an excellent way to increase the visibility of your information to your fan base. But make it clear to your reader whether the story or tweet is advertising or content. Do that, and you’ll increase their trust of your company.

Thanks!

Sean

Sean McPheat

Managing Director

The Internet Marketing Academy

http://www.internetmarketingacademy.com

(Image: MorgueFile)

Recent statistics show that more than 4 out of 10 Twitter users follow specific companies or brands on Twitter. Of course, you should also be using social media tools to follow your own company or brand, so that you can find out what people are saying about you. But who else is following you? If you’re not building your brand, interacting with your current customer base, providing customer service, developing relationships with key bloggers and media people in your sphere, and building buzz for your events or products, you’re not taking full advantage of Twitter for your business.

Create both business and personal accounts

Even if you’re a one-person shop, you should have both a business and personal Twitter account. The business account, by its nature, is more formal, used to discuss things that are relevant to the business as a whole such as press coverage, product releases, and sponsored events. The personal account puts a human face on the business, and is used for relationship building. Use your business name or brand in your account name, and avoid unprofessional underscores or numbers.

Customise your account profiles

Edit your new profile, and add a profile graphic. This should be your logo for your business account, and a photo showing your face or you engaged in your favourite sport for a personal account. Enter your company’s full name, location, and website. You only have 160 characters to create a compelling Twitter bio for your business or personal account, so leave out the puffery and cut to the chase. What can you tell people that will convince them your tweets are worth following? Remember to tell them what’s in it for them, without sounding like you’re begging for followers.

A picture is worth a thousand words

For a professional image, you should create (or outsource the creation of) a custom background image that can be easily scaled for different sizes of screens, and a custom header image. These images should be simple and easily understood graphics for people who may not be familiar with your brand. So, for example, the custom header of a manufacturing company could include pictures of their products and the custom header for a service company could include a group photograph of their employees. The custom background image for each company would be a simple combination of graphics and short text such as the company’s slogan or marketing catch phrase.

Once your profiles have been customised, you can begin creating tweets, finding people and businesses to follow, and attracting followers of your own. You only get one chance to make a good first impression, so ensure that your profile will give visitors the best possible impression of your company before doing anything else.

Thanks!

Sean

Sean McPheat

Managing Director

The Internet Marketing Academy

http://www.internetmarketingacademy.com

(Image: MorgueFile)

Email marketers track a number of statistics about their lists. The one that most people focus on is the percentage of people who purchase something or take other action as a result of receiving the email. However, an equally important statistic to track is the average length of time someone stays on your list before unsubscribing.

If people sign up for your mailing list, then unsubscribe a week or two later, you’re going to need to be constantly finding and acquiring additional people to sign up for your mailing list. Otherwise, even if you have a high conversion rate for your emails, it won’t matter, because there won’t be anyone on your list to convert.

Why do people unsubscribe?

The number one reason that people unsubscribe from a mailing list is that the email marketer has forgotten the primary purpose of an email list. The primary reason for an email list’s existence is not to sell something. It’s to connect with the customer, and build or maintain a relationship with that customer.

If you neglect the relationship building aspect of an email list, and simply sell, sell, sell to your captive audience, they will unsubscribe. No one likes being badgered by a sales person. If your emails cease to be perceived as a continuation of a valued relationship, people will feel badgered. If you’re lucky, they’ll just unsubscribe. If you’re not lucky, they’ll simmer with resentment, and share their feelings with trusted friends and family, predisposing other potential customers against you.

Relationship-based emails

To make your emails more than mere marketing vehicles, you need to focus on the relationship. Share details that make you and your company seem more human, whether that is profiling employees who have reached a significant milestone or achievement, or sharing pictures from your latest business trip. Use humour, especially of the sort that everyone can relate to. The caution with humour is that is should never be mean-spirited, or at someone else’s expense. Offending potential customers is not a good strategy.

You don’t want your emails to be all light chat with no meat. Every so often, an email like that is fine, but in general you want to be delivering something of value. You want people to associate your emails with interesting facts that will help their business to get ahead, or make them look particularly witty and knowledgeable at their next meeting. You can do this in many different ways: by collecting information from industry sources, by discussing current events, by answering write-in questions, or in whatever method works for the persona you are establishing with your emails.

Companies that specialize in newsletters, and who live or die by the number of their subscribers, have evolved a formula for the material in their newsletters. They aim for 70% entertainment and 30% information. Entertain your readers and give them valuable information, and they’ll stay your loyal subscribers for a long time.

Best of all, they’ll be that much more likely to buy from you.

Thanks!

Sean

Sean McPheat

Managing Director

The Internet Marketing Academy

http://www.internetmarketingacademy.com

(Image: Stock Xchng)

A website is the central hub of activity for your business. The majority of your marketing efforts are done in order to drive customers and potential customers to your website. The design of your website is extremely important. It is the digital representation of you, your business and the overall mission of your business. When individuals come to your website they want a few specific things. They want to find the specific information they are searching for to be found easily. They also want a clear call to action. Before you update your website, or even have your website initially built, it is important to avoid some common errors. These errors can cost business dollars if they are not avoided.

Your Website Shouldn’t Sing

When a person lands on your website are their ears overwhelmed by music that starts to play the instant the site opens up? There is nothing more frustrating than trying to find the volume control for your computer to stop the annoying music from blasting out of our computer. The truth is that when someone lands on your site and they hear immediate music, they will be clicking off your site quicker than you can blink. Great rule of thumb is to keep your site as a visual experience and leave the music for your iPod.

Direct Call To Action

Where do you want to drive your visitors? Are your products and services that are for sale clearly marked? Sites that are difficult to navigate will annoy 100% of those that visit your site. Your site may be the most visually exciting site in the world, but if you don’t tell your visitors where to go, you are left with a site that looks good but isn’t functional. Clearly mark on your website how to contact you and where products and services can be purchased.

Text Size & Color

I know you want to cram as much information as possible onto your website, but remember that less is more. Your visitors don’t want to spend hours reading your site. They have come to your site with a specific question or problem that needs to be addressed. Make it easy for them to see and find what they are looking for. Using a unique font, a smaller font size and a creative color for your font makes it difficult to read and navigate your site. Keep it simple. Use a standard font, in a standard color that is in a font size that is easy to read.

Creating a great website can be a costly investment for any business owner. If you have taken the time and energy, not to mention your hard earned money to create a great site, make sure you avoid the mistakes listed above. You want to keep your visitors on your site, not drive them away before they even get a chance to find what they were seeking.

Thanks!

Sean

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Internet Marketing Academy

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Is your business fanpage working for or against you? Facebook is a wonderful tool to attract new customers and to maintain the interest of current customers. At times, it seems like Facebook is making changes every time we turn around. While it may be difficult to keep up with all of the changes, especially with the latest change to Timeline, it is worth your time and energy to make sure that your business fanpage is working for you and not against you. Here are three ways to improve your business fanpage.

Cover Image

Your cover image must be 851 px wide x 315 px height. While Timeline does have some restrictions for your cover image (you cannot display a direct call to action or list your website), your cover image is still the most compelling element of your Facebook fanpage. Your cover image is where most of your business branding will come in to play. This image is the first thing that visitors will see; therefore it is important to make a great impression. Don’t just slap any picture in the cover image position; it is well worth the money to have a graphic designer make a custom image that fits the dimensions perfect. You do not want your image to appear blurry or distorted. Take the time to make a great first impression.

Great Content

We all know that content is king, and this is even more important on Facebook. If your audience feels that you are just posting arbitrary content for the sake of getting content out there, they will quickly unlike your page and tell their friends that your business fanpage is a waste of time. Create great content. One way to make sure your best posts are seen is by ‘pinning’ them to the top of your Facebook Timeline business page. Take advantage of this ‘Pin To Top’ feature.

Twitter Integration

Do your Twitter account and your Facebook account talk to each other? A great way to kill two birds with one stone is by integrating your Twitter account into your Facebook account. The benefit of this integration is that every time you post on Facebook, your post will be sent out via your Twitter account. By creating a constant stream of relevant and useful content, you will be able to engage with both your Twitter audience and your Facebook audience at the same time. This is a great time saver for busy individuals.

There are many different strategies that can be used to improve your business fanpage. The key is to keep up with the changes that Facebook makes and the rules that they have. By having a compelling cover image, great content and twitter integration you will find yourself pleased with the results.

Thanks!

Sean

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Internet Marketing Academy

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Have you made a huge effort in having a social media presence? You are on Facebook, Twitter, YouTube and Google+, but is your audience listening? How can we, as marketers, make sure that our content is heard and not just glossed over? There is nothing more frustrating than delivering great consistent content and having it just stay dormant on your social media marketing platforms. Here are three tips to get your audience’s attention.

Show Your Personality

The key to any form of social media marketing is the word ‘social’. Consumers aren’t spending time on Facebook or Twitter just to read about you and your company. They are tired of being told to ‘buy this’ and ‘click here’. The majority of their experiences with businesses may have been poor. Perhaps they were spammed to death or have received one too many email newsletters full of nonsense. Show them who you are via these platforms. If you have a quirky sense of humor, show that to your audience with the type of content you broadcast. You will attract more customers by being ‘you’ and not like every other business out there.

Give Them A Reason To Share

Individuals who frequent social networking platforms love to share with their personal network. If they see an inspirational image, watch a video that motivates them or read something that gives them useful information, they will share this. You need to understand your audience, know what they enjoy and deliver the goods. You can accomplish the task of grabbing your audience’s attention by listening to them. Get to know them as people and soon they will be sharing your content left and right.

Engage

Are you only broadcasting your content but not actually talking with your audience? This is a mistake that many marketers make. They assume that if they just broadcast information, the result will be that their audience is grateful for the posts. This is not the case. Talk with your fans. Join the tweetchats and most of all have fun. This is one of the best ways to gain your audiences attention and to maintain that attention. When your audiences asks questions on Facebook or comments on your blog posts, make sure you take the time to address them. If they take the time to make a comment or ask a question, it is your job to make sure that they are heard.

Creating great content is only part of what needs to be done to capture the attention of your audience via social media networks. After you create and post content, you must engage and develop a relationship with these individuals. Taking 30 minutes a day to check on comments, questions and concerns raised by consumers will result in potential business and increased sales.

Happy Marketing!

Sean

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Internet Marketing Academy

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If you aren’t using Twitter for your business, you should be. Out of all of the different social networking sites, Twitter is the one that is the most fast moving. Each ‘tweet’ is comprised of 140 characters. The key is to make the most out of each word that you choose. How can Twitter be used for your business?

Keeps You Connected

Twitter is extremely fast-paced. Once you get your streams going, you will see hundreds of tweets throughout the course of a day. Twitter helps you stay connected with a large population of consumers all at one time. While this may seem confusing at first, this is the best channel to see what everyone is talking about. You will quickly see what’s buzzing and what consumers want. Try doing a simple Twitter search on words that describe your business. You will see what your potential consumers are asking for.

Creates Traffic

Twitter makes it extremely simple to drive traffic to the destination of your choice. With your tweets you can drive people to your blog and to your website. One of the easiest ways to do this is by sending a tweet out when you make an update on your blog. Remember that everyone who is following you sees tweets. It is also important to note that if you use the right keywords, individuals that are searching for those specific terms will see your tweet as well.

Increase Your Reach

One of the best things about Twitter is that you can reach millions of people that you don’t directly know. This is a great way to build your brand and your business. Your tweets will be read by many individuals who, given traditional methods, would never have heard of you and your business.

Quick & Easy

Twitter takes very little time and energy. Once you get in the habit of sending out a handful of tweets a day, you can easily accomplish this task in about a half an hour per workday. In truth, sending a tweet takes less time than sending a text. You can communicate with your peers, your potential customers and your existing customers with ease. You won’t have to spend the time writing emails or making as many phone calls. Twitter can make your life a lot easier.

While Twitter may seem confusing and too fast-paced for many business individuals, it is an important marketing tool. Along with gaining new business and driving traffic to your blog or website, Twitter is fantastic at seeing what people are saying about you and your brand. Twitter empowers you to be very pro-active about your business. If you haven’t entered the Twitter-verse yet, I suggest you try so today!

Happy Marketing!

Sean

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