Indianapolis

What Does The Fox Say? YouTube and Your Business

I’ve heard the question asked over and over again.  Why would I want to use YouTube as a channel to market my business?  I’m going to take the unconventional approach here.  I might get my throat figuratively slit by a few social media gurus when I say this.  You don’t necessarily have to.  Now wait.  I didn’t say you SHOULDN’T.  I said you don’t necessarily have to.

Lemme ‘splain myself.  If you’re a social media professional and your target clients are tech based, gamers, musicians, artists, etc… Then yes.  You should absolutely have a YouTube channel and you should actively use it to market your business.  Maybe you should consider that – even before you should consider blogging.

My target client is altogether different though.  My focus is on the mom and pops.  The small, home-grown, local businesses of Indianapolis and the surrounding towns/cities.  They don’t spend copious amounts of time browsing YouTube for Flula’s latest misunderstood colloquialism or Hannah Hart’s latest episode of My Drunk Kitchen – although they’re both two favorites of mine.  They’re busy making sure that stack of bills dwindles to zero, only to watch them stack back up tomorrow.  MY clients are on Facebook.  Why?  Let’s be honest:  They have little to no time to maintain relationships with people face to face.  Sometimes, this is all they’ve got.  Small business takes a TON of time to manage and run.

Now… ALL that being said:  If you do, indeed, find yourself with a little spare time on your hands, that time would be wisely spent on YouTube.  Here’s why.  What’s the #1 search engine in the world?  You betcha.  Google, baby.  So popular it’s now a verb.  “Google it.”  What’s #2?  Any guesses??  Most people don’t consider YouTube a search engine because of the content it displays – but it is.  YouTube is the 2nd largest search engine in the world.  Now I’m going to weave a tapestry of mind-blowing goodness.  Who owns YouTube?….. (It’s ok, I’ll wait for you to Google it.)…………. (hint, hint.)

Yep – GOOGLE owns YouTube.  So what does that mean?  Adding your videos from YouTube to your website (of course with proper tags, etc…) is perceived integrity in the eyes of Google. Perceived integrity then moves you up in the rankings of google (aka – SEO – Search Engine Optimization)  In other words, this gets you one step closer to being on the front page of Google when people search for your product or service.

Then of course – there’s the opportunity for your video to go viral. And let’s be honest. We all know what the fox says, right? :-/

#HashTagCampaign

^^Clever, no?  Haha – sometimes I amuse me.

I’ve covered it before, but I feel like I should again.  What is a hashtag and why should I use it?  Well, here’s the [definiton].  Why should you use them?  Well, a number of reasons, really. They can boost your [SEO], target your audience with better precision, make it easier for your potential clients to find your content… and the list goes on.  Use them – but do so wisely.  Whatever you do, please don’t hashtag every word in your post.  That’s going to land you a spot in [Hashtag Hell].

Now on to the title of this blog – a Hashtag Campaign.  You’ve seen them before and may not have even realized it.  On Twitter, specifically, hashtag campaigns have become one of the most effective marketing tools a company can use.  For Nike, however, their #MakeItCount campaign was used through Twitter, Instagram and Pintrest.  Their campaign started in 2012 and was so successful that it continued into 2013. After watching this video – maybe you’ll understand why.

So what are the rules for this hashtag campaign?  Make it easy to remember and most importantly – make it something that is intimately related to your business.  Maybe your business’ tagline?  Be creative, but wise when choosing.  If you’re doing product promotion or a short term promotion, make it something unique (that’s key), catchy – and something your audience will be excited to promote.

If you’re looking for further examples to help get those creative juices flowing – here are a hand full to help out.  [Hashtag Campaigns via Mashable.]  As always, collaborate with other great minds.  I have no doubt you’ll wind up on the road to #success <—- See what I did there?

The Magic of Social Media

There really is something magical about it.  Not in a hocus pocus kind of way, but in a connectedness kind of way.  I’ve said before on this very blog that it’s of utmost importance that we not hide behind social media.  It’s so easy to do.

Instead of using it as a shield, use it to bring you out from behind the shield.  Some time ago, I was a hider.  I wanted to be heard, but not seen.  I hid behind my witty comments and clever posts.  My following on Facebook (the only platform I used to use) started to grow with friend requests from people I didn’t know from Adam… or Eve for that matter.

They saw a glimmer of who I was and they must have liked what they saw.  I started getting invited out by new friends.  There was anxiety and most definitely hesitation. I was imposing judgements that they would have about me upon myself before I even met them! (All of a sudden I feel like this should be a Face You Fear Friday post.)

One of the people that got me to step out of my comfort zone was a co-owner of a little mom ‘n pop on the east side of Indianapolis – [Papa Roux].  Papa’s wife, Colleen, reached out after many posts bantering back and forth with lots of laughter.  “I have to meet you.”  And so, we did – at another little mom ‘n pop in Greenwood – Vino Villa (you should ABSOLUTELY check both of these places out by the way.)  We sat and chatted like we’d known each other for years.  And so, I thought, this whole getting out thing isn’t quite as scary as I thought it would be.

In fact, I started watching them (Papa Roux – the business, not the man) run as a company.  It really has grown because the owners know how to develop a relationship as a community and WITH their community.  Another thing I’ve mentioned is that in social media, the reason it works is because people want to feel like they belong somewhere.  When you let people know they matter – it shows.  You can’t fake it either.  People can absolutely sense when you’re being less than genuine.

I’ve fancied how [Papa Roux] has done social media since I became a follower. It boils down to this:  they’re real and they keep it real.  I talk about the restaurant a lot on my personal Facebook page… and I’ve had quite a number of my friends ask who this [Papa Roux] character is… So about a week ago, I organized a field trip so they could experience it for themselves.  To my knowledge, not one of them left disappointed.  The food (as always) was amazing.  The owners came in just to hang out with the 20ish people that showed up for the field trip.  They sat, they chatted – and then they threw ice cream sandwiches at my guests.  Haha!  All in good fun.  Keeping it real – it’s what they do.  Give it a shot – my bet is… it’ll work for you too.

Who’s the Hero? NOT You!

Well hello fellow Social Mediaites.  I just made that up – feel free to make it your own.

Today is NOT about you.  Neither was yesterday, but yesterday you didn’t know it yet – so starting today – it is no longer about you.  What the HELL is this woman talking about??

I’m talking about how you market to your clients.  I’ve stated it many times before – your relationship with your clients is….. ???  That’s RIGHT!  It’s a relationship.  Think back to one of your worst dates ever.  You know – where the guy/gal on the other end of the table was all like, “me me this, and me me that, oh and also there was this one time where I, I , I and me me me …….” And oh. my. GOD will the endless droning ever stop??

Well it did stop and I hope you never called him/her back because they need a wake up call.  Maybe a wake up call a little like this one.  Your business as a marketing professional should not start and end with you.  Should you be mentioned?  Absolutely.  Not to do so would be equally asinine.  While your current pitch to get Social Media work might sound a little like this:

“I’m a marketing professional that has worked with the likes of ___(fill in the blank)____.  I took over his marketing efforts in June of 2010 and have single handedly grown his business 10-fold.”

When it should sound more like this:

“As a marketing professional, I was given the opportunity to work with ___(fill in the blank)____.  In 12 months time, his business grew 10-fold. If you’re interested, I can walk you through the steps he followed to make that happen.”

It’s amazing what results come from someone who really knows what they’re talking about – with a side of humility. Give your client their due – it’ll come back in your favor every time.

Effective Social Media Marketing Part III (Final)

Using Social Media for Research

Your audience is  your best shot at cost effective research.  Cost effective and small business go hand in hand.  We have to keep up on what works as well as what fits our budget.  That being said, all of us like to be heard.  We all want to know that our opinion is of some value.  Even many larger companies are discovering that valuing your audience’s opinion is a better solution than spending millions of dollars on marketing campaigns.

Maybe it’s been a while since your store has started selling a new brand or a new item plus you’ve also seen that traffic through  your store has started to slack a bit.  Maybe you’re a business that realizes that staying one step ahead of the game is in your best interest – which I hope is the case.  Either way, let your customers know it’s not all about you.  You’re interested in what their wants and needs are.  This is the key to any relationship, be it professional or personal… not just the knowledge of, but the willingness to take action on needs and wants.

According to [Social Media Examiner][Air Tran Airways] “posed the query via a clever website which asked one productive and meaningful question of the audience members: ‘What do you think should be on every AirTran flight?’”  “The response and feedback from fans was gangbusters and quite creative! After several weeks, the message was clear from all of the ballots submitted online. The audience wanted Wi-Fi on every flight. AirTran asked the right question, collected the data and delivered upon that request. Wi-Fi is now an option on every AirTran flight!”

Another example is how [Vitamin Water] crowdsourced a new drink flavor.  You can find the whole story [here].

It could be a simple question about how you can improve a current product.  It may be the aforementioned question run as a contest.  Winner wins  $20 in free merch from your company every month for a year.  Be creative.  Make it something that your fan base wants to share with their friends.  The more creative minds put together, the better!

Effective SMM Strategy Part II

Watch For Trends

 

So now that branding is out of the way (see here), another integral part of an effective social media strategy is to make sure you’re monitoring trends that happen with your end users.  Why is that important?  Well, as previously mentioned, my specialty is in working with small businesses.  In the ocean of the business world – small businesses are the dinghies.  The Fortune 500 companies have seemingly limitless resources (people included) at their fingertips.  They’re more like the freight liners and can keep trucking through those seas through even the biggest storms. Often they won’t even realize they’ve hit a wave, let alone been in a storm.  To a small business, that same storm may mean your poor little dinghy is toast and there you are, left floating in the ocean with (maybe) a lifesaver, praying for someone to come rescue you.

That illustration is exactly why you need to prepare.  Your goal as a small business is to stay one step ahead of the storm.  If you see that times are tough(financially) for your clients, it may be time to consider other inventory options that are still quality, but more cost effective for you – and your client.  If you ignore the trend, chances are – you’re going to end up with expensive inventory just sitting on your shelves that you’re going to have to discount anyway.  Win for your consumer – lose for you.

Other things you’ll want to pay close attention to:  Cultural happenings.  Maybe your business supports the Indiana HJR-6 amendment or maybe it opposes it.  You have the choice of making your opinion known or staying neutral on the matter.  If you’re vocal either way, it’s likely to have an impact on your business.  It also may produce or take away service or merchandise opportunities – both of which are very important to your business.

In this case, the above mentioned goes hand in hand with what’s next – and that is government changes or potential changes.  It seems there’s nothing we like to complain about more than our government.  Everyone has an opinion – regardless of whether they voice it or not.  Truth is though – a good majority have no qualms about telling it how it is when it comes to government related issues.  Keep an eye out for that.  It could be tax changes, a lawsuit that will have an impact on how your company does business, increase in minimum wage (is any of this sounding familiar?)

So how do you keep track of what’s trending?  I’m happy you asked.  I’m even happier that someone else has done the work of tracking down all these tools for me!  Shout out to Social Media Today for making my work today a little easier.

[Click Here] to find your list of tools.  Use them.  That’s what they’re for. :-)

Effective SMM Strategy Part I

Promote your brand

As a business, your social media strategy can and should be customized for you.  However, there are a few tips that blanket most businesses.  This blog is the first in a multi-part series about effective social media marketing.

First, let’s start with the definition of brand.  [Entrepreneur.com] defines branding as this:  “The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.”

Having said that, if you’re trying to build your brand, starting with something visual like a name, logo or design, it goes without saying that that symbol needs to be consistent through all of your marketing.  Social media is no exception.  If your twitter handle is @MakeMeLaugh, that should be your handle across social media as well – or as close to it as possible.  The interwebs have done their part to make it easier on you too.  Wasn’t that nice of them?  Check out www.knowem.com.  You simply type in the handle you want to use, universally, across all social media platforms and it tells you at which ones it’s available.

Promoting your brand is also about good PR.  Yes, PR happens via social media now too – although not exclusively of course.  What do I mean?  Your company should be a tool (not the urban dictionary definition) to their audience.  Your social media should provide valuable information, it should entertain and it should be engaging.  Ineffective social media involves doing posts and walking away from your computer.  If your audience has questions, answer them.  If they have a problem with your product, resolve it.  Make them laugh, make them cry.  Make them love you.  In return, they’ll develop trust in not just you, but in your product or service.

Finally, follow yourself.  No, I don’t mean chase your own tail.  What I mean is that you want to know what your public is saying about your brand.  If there are issues, you absolutely need to know about them and should want to fix them.  Also, your following knows what they want from you.  You never  know what ideas they could be posting for you that you’ll miss if you’re not tracking what people are saying about you.  There are multiple free resources out there that do the tracking for you for free.  [Trackur] is just one.  Do your research and see which works best for your company.

Stay tuned for part II!!  See you soon!

 

Chaos – Where The Living Gets Good!

I’ve just come back from an event with [Pattern].  As always, networking with people has provided me with a reminder of why I do what I do.

I met so many people tonight.  Some of those were established business owners.  Some of them new businesses.  Others – up and comers.  This blog is for you.  The up and comers.  While I hope I provided some sort of encouragement to you – I know that there’s strength in numbers.  I also want you to know you’re not alone.   One of my friends, Scott, has agreed to let me share his most recent blog post with you.

My hope is that you not stay in the place that you are now – but let this be a little push or a huge shove forward into the place you should be.  The place where YOU become the encourager for another up and comer.  Live.  YOU!  LIVE!  No longer is it OK to exist and hope that you make it.  Take steps.  Get out of your head.  Step outside of logic.  Chaos is where the living gets good.

I hope you enjoy his blog – but more than that, I hope you do something with it.

Last night consisted of a myriad of vivid dreams. One, in particular, woke me up with tears dripping down my cheeks.

Growing up, my Mom always hung enormous photos of my brother and I on the hallway walls most near our bedrooms. One particular wall seemed like a prison lineup of school photos of the both of us, sequenced chronologically over the previous 8 years. They nearly were. It was a wall of nerdy, quirky, humorous, and embarrassing mug shots.

As we grew older, we started acquiring hobbies, and identities. So, as you would imagine, our photos began to parallel those changes. My brother had photos of him doing his hobbies. I had photos of me doing mine. Intermixed were photos of our whole family, Mom and Dad included.

All of these, of course, are photographs. They are accurate and definitive glimpses of a moment in time. Frozen memories behind a pane of glass.

My dream last night, as you may imagine, was a bit more.

Picture your family, let’s say five years ago, meeting together at the house you will always consider your one true home. And picture a painting on a specific wall of that house, which you will always remember. This isn’t a photo, this is a painting. This is a painting that changes with time.

This was my dream. Bear with me.

The first time I notice the painting, it is of my Grandpa and Grandma. They were beautiful people. As I look at the painting, Grandpa begins to fade away, until he is gone. As there were lineups of photos on the walls of my houses growing up, consider a wall of paintings on this wall. To the right was a painting of my Grandfather and Grandmother. They, too, were beautiful individuals. Grandfather fades away, until he is gone. Looking back to the left, Grandma is alone in her painting. Looking right, Grandmother has faded, and is gone. Their painting is now a sheet of black.

I don’t dare look back at Grandma’s painting, because I know the inevitable outcome. I knew this would become a painting that I would never want to buy. Empty. Lonely. Black.

Their painting is now a sheet of black.

In my dream, I receive a letter from Grandma. She had long passed. In her letter, she tells of a painting that has been in our family throughout the generations. This painting is a painting in motion. It changes as our family does. It is a timeline only seen by who is looking at it.

Looking at it, I see our immediate family. Mom, Dad, brother, and me. This particular painting is a rendering of a photo that a park ranger took of our family in the Smokies a few years ago. The four of us were there. Then, one wasn’t.

I wasn’t.

When I woke up at 4:00, I started sobbing. Not because I saw myself dying, but because I didn’t see myself living.

I don’t know when I am going to die. Truth be told, I hope I outlive all of you. But, if in the enormous possibility that I don’t, I hope I live my life alive.

I’ve lived most of my life in the fear of being beaten, in perhaps every sense of the word. But, I haven’t. Not nearly in any sense of the word. I’m learning to live my life in a way that motivates me, that pushes me, and makes me happy. And in that sense, I won’t be beaten. And in that sense, hopefully, I won’t fade to black.

So what’s keeping you from living?  Don’t just say you want it.  Seek it. Find it. Do it.

Ready, Set, Network!

You’ve decided you’re ready.  No time like the present.  It’s time to put yourself out there and start rubbing elbows with all the other movers and shakers.  But wait.  What do I do when I get there?!

Ok, before anything else – sign up.  Absolutely don’t let anything keep you from this networking event.  Your signing up will likely keep you accountable to making sure you do everything else you need to do.  No excuses.  None.

After you sign up, take some time to develop your [Elevator Pitch.]  People need to know what you do and you need to have enough practice with your pitch to deliver it with confidence and subtle enthusiasm.  Keep in mind, everyone goes to a networking event to network.  As much as we would all love for it to be all about us… it’s not.  Be genuine when asking about the business of others.  A good majority of us really do enjoy lending a helping hand when we can.  This networking event could be your opportunity to do just that.  Of course, keep plenty of business cards within reach and hand them out!

My mother always used to ride my case when I was younger telling me to quit being such a wallflower.  As is normally the case, mom was right.  As I’ve aged, I’ve certainly come into my voice – and thank goodness!  You have a voice too, so find it and use it.  Don’t stand back and wait for others to come to you.  One thing we love as humans are other humans that exude confidence.  We’re drawn to it like a gnat to wine.

Of course that couldn’t hurt now that I mention it.  But keep it to one glass ;-)

Happy Networking!