The violence that has erupted in the Middle East in the last week in response to a fourteen minute video uploaded to YouTube portraying the Prophet Mohammed as a womanizing charlatan has been stunning in it’s speed and virulence.
More stunning again is the obvious lesson for small business owners when it comes to marketing their business.
- Virtually all of us have the power to upload video to YouTube.com. We carry it around with us in our pockets, handbags, school bags-the mobile phone;
- The “Innocence of Muslims” video took less than three minutes to upload;
- YouTube video channel accounts are completely free-you simply need a Google account to open one;
- Your video can be educational, informative, entertaining, utilitarian, promotional, or anything else you choose.
Video marketing for small business
No, your video in support of your small business marketing does not have to go viral to be effective. If it did, it would clearly be a bonus. But there are many other more prosaic but powerful reasons why you should be using video in your business including
- The lifetime value of one new customer/client for your business
- The opportunity to rank well in both the regular search engines such as Google, Yahoo, and Bing
- The opportunity to rank well in the 2nd/3rd most popular search engine on the internet-YouTube itself
- The search engine optimisation benefits of YouTube videos
- The ease of creating and uploading videos to YouTube and other video sharing sites like Revver.com, DailyMotion.com, Vimeo, Blip.TV, and more.
Don’t be misled into thinking that video marketing for your business should be prohibitively expensive. You do not need professional standard recording or production values.
You need to communicate value to your existing or new customers in a straightforward way which offers a benefit to them and solves their problem or answers their question or shows them how to do something or how to use your product.
White House Requests Removal of Muslim Video
Google, the owner of YouTube, has resisted requests from the White House to remove the video from it’s site although it has temporarily restricted access, of it’s own volition, in Egypt and Libya due to the sensitive situation.
Digital Marketing versus Traditional Advertising
One thing is for sure: if you ever had any doubt about the potential of digital or internet marketing or if you still cling to the notion that the effectiveness of traditional interruption marketing by way of traditional advertising hasn’t been significantly eroded, think again.
Filed under Video Marketing
Starting a business in Ireland is a brave decision to take in the current fiscal and economic climate. However entrepreneurs are a resilient and driven bunch and once you decide to start your own business it is difficult to shake off the bug.
Online Marketing for Your New Business
Not too long ago you would have had to factor a significant marketing/advertising budget into your business plan. Some sort of advertising spends in newspapers, magazines, radio, or television would have been a necessity.
The good news nowadays is that smart digital marketing can provide a fantastic return on your marketing efforts at a fraction of the cost of traditional advertising spend.
Search engine marketing, social media marketing, pay per click, podcasting, video marketing through channels like YouTube, blogging, and various other cost effective guerrilla marketing tactics offer huge opportunities to smart small business owners.
However it is important that you are not bamboozled by all of these new marketing opportunities. Establishing a clear digital marketing strategy at the outset which is ideal for your particular business is vital.
Nobody knows your business like you do and there is no “one size fits all” strategy in marketing your business through digital channels. Each start up business is like a human being with an individual character and will require an individual and tailored approach into your target market(s).
And it is not a scientific process.
It will involve trial and error, tweaking, changes both major and minor and an evolving learning curve. It will require an emphasis on one or a combination of the various digital marketing opportunities available. What works best for your business will only become clear over time as you monitor the results of your marketing efforts. So, where do you start?
At a minimum I would recommend
- A website/blog
- Video marketing
- Social media marketing with the emphasis on the website and video marketing initially.
The success of starting a business in Ireland in 2012 can be significantly enhanced with a content rich website which solves the problems of your target market together with cost effective video marketing on your own YouTube channel. The start-up costs for this strategy is miniscule if you do it right.
Once you have a clear idea of what your website is trying to achieve and the type of useful information or product demonstrations or education your videos will cover you will have an effective and scalable digital marketing strategy.
This strategy can and should be tweaked and enhanced as your business grows and you monitor feedback and engagement with your website, YouTube channel, and whatever social media sites are best for your business.
If you want to learn how to use WordPress our individualized WordPress training might be just what you need. We provide WordPress training on an individual, one on one basis which ensures that it is geared specifically towards your needs.
We have provided WordPress training to many groups of students but there is always a common problem: the needs, skills, and experience of many of the students have varied widely. This meant that the “one size fits all” approach was not ideal as it failed to take account of the different knowledge levels of participants.
We found that the basics of WordPress were very well received by beginners but those with some knowledge and experience of WordPress were, quite frankly, bored. And when we moved onto more advance material the advanced users were pleased but much of it went over the heads of the “newbies”.
This is the reason why we now concentrate on our one on one WordPress training. The advantages of this personalized training are
- It can be catered to your specific needs taking into account your current level of knowledge
- It can be delivered at a pace that suits you
- It can be arranged for a time that suits you in your own home or office including the evenings and weekends.
Why Learn How to Use WordPress?
There are many reasons why you might want to learn how to use WordPress including
- To promote your business
- To start an online business
- To showcase your writing or photography or art
- For community purposes-if you are running a local show or event a basic, Worpress site will allow you to get the word out about is and allow you to communicate easily with all participants
- For sports clubs-GAA clubs, soccer clubs, rugby clubs. You can use your website to keep all members updated with latest news, results, upcoming fixtures, and more.
- For personal reasons-you can create a personal or family blog and upload and keep safe all your photos and major events in the life of your family
- For school
- For communication in a work or community or school project.
The reasons are endless.
WordPress for Beginners
It doesn’t matter whether you are a complete, clueless beginner or someone with more experience-our Worpress training can address your specific needs at a pace that you are comfortable with.
We can cover everything from
- installing WordPress on your hosting account,
- setting up your hosting account,
- choosing a domain name and the key considerations in this important step
- choosing a theme which will dictate the look and feel of your site
- how to set up contact forms
- how to install video, images, and audio on your site
- how to promote your site and get the word out
- how to search engine optimize your site for the search engines
- and so on.
What we will cover will depend on YOUR needs.
What to do now
Simply contact us through the contact form below.
Alternatively you can access our online video training course.
Filed under Wordpress Training Courses
Those readers of a certain vintage will be saddened to hear that the Dandy will be printed in December 2012 for the last time. The Dandy is going online and “exciting developments” are in the pipeline according to it’s publishers, DC Thomson.
The stunning fact that stuck in my mind when I heard this news was the drop in circulation from a high of 2 million weekly sales in it’s heyday to a low of 8,000 per week.
Yes, 2,000,000 per week to 8,000.
So if you are worried that Desperate Dan has eaten his last cow pie-fear not but future consumption will be online.
The adventures of Korky the Cat, Bananaman, Beryl the Peril will continue in a digital environment as young readers departed in droves to play computer games on the internet.
If you have ever doubted the importance of the internet and it’s role in changing the way business must be carried on nowadays surely the story of the Dandy is sufficient evidence that all is changed and a “terrible beauty is being born”.
If you are a small business owner the lesson of the demise of the physical version of the Dandy can only be ignored at your peril.
The title of this piece mimics one of the most famous advertisements in copywriting history written for the US Music School.
It was written by a copywriting genius called John Caples and the title of the original ad went:
“They Laughed When I Sat Down At the Piano-But When I Started to Play..”
The title of Caples’s ad works on many levels but the key task it accomplished was to get readers to read the body of the advertisement. The ad worked spectacularly well with some describing the ad as “arguably, the 20th century’s most successful” results-oriented mail order copy.
Before the internet-direct response copywriting
Suffice to say that before the internet there was mail order and the goal was to move the recipients of the direct mailing to purchase a product or call a toll free number or cut out and send in a coupon to the sender who would then follow up.
(You may be interested in our copywriting services)
To ensure that the mailings were not just cost effective but showed massive returns on investment top copywriters were paid massive sums of money to write great “direct response copy” that produced results.
Direct response copywriting and the internet
One critical parallel between direct response copywriting and marketing on the internet is the necessity of getting your message read.
The most important part of ensuring that your message gets read is the headline or title of your piece. With a great and/or effective title or headline you have a chance. Without one your message will be lost in a sea of noise, distractions, and more effective competing headlines.
Whether you are sharing your story on your website, blog, LinkedIn, Twitter or anywhere else for that matter your title or headline must draw the reader in.
If you read the first paragraph of this piece the title did it’s job..
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Filed under Copywriting
When I was a little boy I used to cycle from Kilbeggan in Westmeath to Tullamore in Offaly, a 14 mile round trip, to go to the “pictures”.
I was 10 or 11 and I felt like Buzz Aldrin launching for the moon. That’s Aldrin, not Lightyear.
It was always a Sunday matinee and invariably involved cowboys like John Wayne sorting out the baddies (Lee Van Cleef featured in this role regularly).
If the movie was in colour it was a real bonus and I only discovered this important fact when the curtains were pulled and the credits started to roll.
Nowadays my kids can download movies from the web (don’t ask) before they even reach the multiplex.
The pace of change wrought by the growth of the internet has been truly incredible. It is inevitable that this growth and change will continue at an unknown pace.
What is known though is that if you are a small business owner and you are not tapping into this power you are in real danger of missing out and getting left behind in growing your business.
Many significant things haven’t changed, things like the fundamentals of persuading strangers to do business with you.
But the venues and methods by which you as a business owner can persuade more strangers has changed dramatically.
Some of these methods are free, some are cheap, some are cost effective and some are a complete waste of time and effort.
In the same way that movies nowadays-despite the special effects and three d/wide screen/etc. options-return to recurring themes of redemption, love lost and regained and so forth so should your small business marketing return to recurring themes of trust, usefulness and problem solving for your target market.