calehawley

Posts Tagged ‘YouTube’

Content Experts

In Marketing on July 29, 2016 at 5:09 pm

Experts in content creation, social media, and SEO seem to be a dime a dozen these days. Here’s a few quick tests for you:

If you’re looking for a content manager, are they creating content for themselves or just pushing other people content through sharing?

If you’re looking for a social media person, are they using social media regularly across all platforms?

If you’re looking for an SEO firm, can you find them by googling “SEO?”

Find yourself a practitioner, not a dabbler.

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Google+…Really, One More, Why?

In Interactive on November 17, 2011 at 4:28 pm

Well, I did it. I finally signed up for Google+. I’m told there are 40 million Google+ users. Where are they? No matter.

Why did I do it? Vanity is probably the best answer to that. Really it’s because I am in the middle of starting a new business and since Google controls the majority of search traffic in this world, I figured I could not afford to be there. So I signed up and created a personal page and a business page. If you are wondering whether you should join or not, here are some questions to ask yourself:

Do I have a business or a cause to promote?

Will I log in and use it?

Can I grow personally from being on there?

Really that is what it comes down to. I find it has the format of Facebook, seems to have a news feed layout and the ability to add photos, but is a lot like Twitter in the sense that the recommended people to follow are for the most part people you don’t know.

I’m sure that once I have downloaded the app and played around on it for a while that I will come around. As for now, the jury is still out.

What do you think? Are you on Google+?

IMAGINE Marketing Part 6 of 7–News

In News on February 10, 2011 at 11:24 pm

For immediate release. In an interesting development in Anywhere, USA, Brand X would like to announce that we are awesome and everyone should take notice. We are so confident in how good we are that we are not going to buy the advertising, we want you the media to put it into your content “free of charge”.

Sounds pretty one-sided, right? Press releases are tricky and most of what companies feel is newsworthy, often times is not. At least not on the scale you think it is.

Before you hire that PR firm, ask yourself: Is this really news that others will find useful, important, or newsworthy? If not, you can still send it, but don’t just assume it is good enough to be published. I am not going to spend a great deal of time telling you how to convince a newsroom to publish your content. There are plenty of other blogs and books that can do that for you. I want to focus on how you can control your news story distribution.

If you are reading this blog, you probably understand that any “yeah-hoo” on the planet can publish their content. And there are so many platforms in which to do so. Corporate blogs, YouTube, Facebook, etc. (am I starting to sound like a broken record yet?). Take “your news” and deliver it to your faithful. Your tried and true. Those who are already tuned in. Ask them to share with others, your content. It may not have the reach of your local paper (however, with decreasing readership it very well may) but you are reaching an audience that is already engaged with you. An audience that actually cares and is more likely to give attention to the content.

What is your news story? Can you publish content on a regular basis that your customers will pass along? I’d love to hear from you.

IMAGINE Marketing Part 5 of 7–Interactive

In Interactive on February 4, 2011 at 10:51 pm

I know, I know…blah blah blah social media blah blah blah. Another schmo telling you about the importance of social media.

Yes and no. While social media plays a part in interactive, it is not the sole platform for interaction. Just because you have a Facebook page or a Twitter, YouTube, LinkedIn, etc. does not mean revenue will fall out of the sky. If used properly though, it can improve your chances.

What do I mean when I say interactive? A simple exchange of ideas between customers and corporations. Social media can aid that conversation. But there are several other ways to interact with your customers. And by interact, it has to be a two-way communication. If it is only one-sided then you are just another “spammy commercial” interrupting my updates of what my friends are cooking for dinner, who needs help on Farmville, and photos of my friend’s friend’s cousin’s kids birthday party at Chuck E. Cheese’s.

What makes interaction work? Again, simply interacting without necessarily doing commerce. If you have a questions/ comments page on your website, respond in a timely manner. And not with corporate/ PR/ HR approved gobbledygook gibberish. Respond as a human being. Engage with others ar networking events (and by networking events, I mean anywhere you might see other people–and for crying out loud, please quit acting like you are networking and be yourself). Make yourself available to speak with customers when they ask for you by name or email you.

Now. If you are not sold on social media, feel free to skip ahead to the next paragraph. OK. They are gone. Since you are still here it is clear that you get it. Facebook, blogs, Twitter can all be effective when used the right way. So what is the right way? remember my post on image? It is going to vary from person to person. Update people on your industry or how you are helping the community. It can be as simple as posting your flavors of the day (FrazzleBerry Frozen Yogurt), updated designs and openings (http://www.facebook.com/nailsforgirlygirlz) events (http://www.facebook.com/lmfao) the options are endless. Some people follow only for exclusive offers. Again, it’s going to vary based on your product and your market.

Think about your interactions with the companies you shop with. You more than likely continue doing business with them based on these interactions, unless you are a bottom line lowest price only shopper. Learn from these interaction.

How are you interacting with your customers?

IMAGINE Marketing Part 3 of 7–Advertising

In Advertising on February 3, 2011 at 5:44 am

Why is it that advertising gets so much attention? Why is it that so many people think of advertising when they hear the word marketing? Advertising is such a small subset of marketing.

Showbiz. Art. Fun. That’s why so many equate the terms. That is why it garners so much attention. Here is a few more words related to advertising: Spam. Junk Mail. Pop-Ups. All advertising. Some people will tell you that advertising does not work anymore. And they are right. Some people will tell you that advertising works better now than it ever has. Well, they are correct too. I am not going to go into detail about why some ads are not working. You came to this blog to discover ways to make your marketing work for you. If your ads are not working, something has gone wrong (obviously) and that something is more than likely your expectations. So in addition to helping you find ways to make advertising work for ou, I’ll help you manage your expectations as well.

Attention spans are short. Channels are plenty. Original ideas are scarce. Everyone wants to be famous. How do you get your market to see/ hear/ respond to your advertising? Understand your market. Get their attention. Encourage the audience to take the next step. Simple, right? I wish it were as scientific as it sounds, but in reality, it is more like art.

Know your market. Is your end-user the decision maker? Does your market consist of one person making the purchase decision, or does their spouse have a say as well? What age is your target decision maker? What are their interest? What is their income? What neighborhood do they live in? These answers will help you pinpoint what medium to use and whether one ad will do the job or if you need subsequent ads that reach different customer base.

Get their attention. We text while we are driving while yelling at our car full of children about tagging us texting and driving and tagging us in the videos they are posting on YouTube and Facebook (I truly hope you are not really texting and driving, but if you are, you know who you are and we all wish you would stop). OK maybe that’s a stretch. Most of us have DVR though. You better have the ad that makes us rewind the DVR to say, “What was that?” Or the billboard that makes us drive by a second time. Or the radio ad that makes us turn the radio up. Or the print ad that makes us want to tear the page out.

Finally, your copy has to get the customer to take the next step. I don’t know many people who jump in the car to shop at a business the minute they hear or see an ad. Give them a way to research you. Website, Facebook, social media, phone number, address, etc. Give them the next step. If you don’t get their attention first this step will never be executed.

OK. Youve done all three steps, now what can you expect? You can expect to have the ad you proofed run on the schedule you purchased. That’s it. If it’s not working fix the copy, fix th medium, or fix your placement. Your ads are not a slot machine that always hits the Jack pot. Keep your expectations in check. Don’t be over sold, and don’t oversell yourself. Advertising is the cost of being boring (I don’t have a reliable source on that quote).

What’s working for you? Are your ads working? Are your expectations too high? Let me know.