In the world of video marketing, there are all kinds of buzz words floating around. Videographers know the difference. But businesses? Not so much. For sure, interpretation of what "social" video is can be wide. But I like to think of this way: A "social" video is not just another "entertaining" video on social media. A "social" video is deliberately crafted with a specific action and outcomes, and most importantly, targeted at certain demographics. It is a marketing tool, designed to be used over and over again. The actions of "social" videos are to pull in customers vs just entertaining them. The best way to figure out what you need for a video is to ask yourself this one question: What do you want to do with the video and what do you want to happen because of the video?
We're all guilty of this, myself included. Does your brand have a music style that is authentically you and complements the style, the emotion, and everything that you do? This is something that is so often overlooked. Music is such a powerful part of marketing, storytelling and video projects. Yet I can't tell you how many times I've been told "Oh, just pick anything..." or "Whatever you think is best..." As a business or nonprofit, you need to have an idea about what style of music fits your brand, and what kind of music best complements any particular marketing you are launching. Sure, digital marketing experts are here to help and offer recommendations. But it always works best when there's collaboration and discussion and a music-aware client. The flipside to this (and I have experienced this...) is going down a rabbit hole of trying to select music for a brand that doesn't know its music style. It's a continual feedback loop of "I don't like that one" until it reaches the point of the strategist saying "Here's my full commercial-rights music library. Have a look and find what you like." P.S. This usually always ends up with feedback.... "Wow, there are a lot of sounds. Pick whatever you think is best." LOL. And the rabbit hole continues. The takeaway: Know your music style for your brand.
You don't want every client! This is a valuable lesson I've learned in business. Are you constantly lowering your price to compete when you learn a prospective client is price shopping and touting a competitor's price in order to get you to lower your price? Are you taking seemingly quickie jobs just because it's a slow time of year and easy to fit in your schedule? (Ugh! I did this recently and I got burned by the business not paying after spending location time with them on pre-shoot planning, filming for several hours, and delivering a draft file! What did they not like? You won't believe it until you hear me talk about it this podcast.) Please, please, please realize, you want the best fit between you and the right customers. That's how you succeed in the long run.
Have you ever seen someone respond with the same response EVERY time someone makes a comment, or offers praise on social media? It goes like this: People see a fantastic photo on your Instagram account and they post comments like "Hey, amazing photo!" and "Wow! Incredible capture!" And then the person who took that photo replies to every one of those comments with robotic-like "Much appreciated" or "Thanks so much." Yes, the person was being human and replying but they might as well have been a robot. The question is: Are you being robotic on social media or are you truly coming across as a sincere human?
Follow me on Twitter: http://www.twitter.com/greggmclachlan
Follow me on Instagram: http://www.instagram.com/workcabincreative
Follow me on Facebook: http://www.facebook.com/workcabincreative
Reports are that Facebook is testing removing the Share button from brand posts and replacing it with a Messenger button. It is an obvious push by Facebook to get users interacting more by using Messenger. Sure, eliminating Share would help make all of our timelines clutter-free, but this would considerably hurt the organic reach of Pages. In this episode, I share my thoughts.
Eight years ago I would never have dreamed of doing videos of myself. I was scared. What would people think? Would they laugh at me? Wow. What a difference just 'doing' and conquering fear can achieve. About a year and a half ago, I jumped all in on doing vlogs and videos. And it has been a game-changer for my business and it can be for your business too
Everyone has something that they wish they could have done differently, or something they wanted to do in life but didn’t. It’s called having regrets. It can be a draining mindset. Never forget that we all go through experiences that help us become stronger and become who we are today, rather than who we were yesterday. I started this podcast as a top-10 list but it quickly evolved to a top-15 list by the end. I have no regrets about that!
Do I get in a funk sometimes about running a business? You bet I do. I'm human. For me, getting re-centred and focused helps me get back to understanding what is important. I'm learning what success means. I know that sounds strange, when I have two very successful businesses. Perhaps, it's more about understanding what being in-demand means vs being popular.
One big lesson I've learned over the years with growing clients is to recognize the difference between Resistors (who never become clients) and those who have already bought into wanting to be better, growing business and rocking their branding. You want clients who want you, want your expertise, and are ready for a journey. On the flipside, trying to do client-prospecting to Resistors often involves you playing the role of trying to be the Convincer. You literally pull your hair out trying to explain why doing X,Y and Z will improve his/her business will result in more customers, more sales and more sales. Unfortunately, it's often all to no avail.
I've been thinking a lot about what 'home' means and embracing that 'home' is really part of a journey and subject to change. When I look at it this way, I begin to see that a journey may mean some doors may close and new opportunities will open. That is exciting!