On-line video marketing is fast, effective and relatively inexpensive. Anyone with a computer, an internet connection and a video recorder can start reaping the rewards today!

But before you rush out and get started you need to remember that like all marketing mediums, online video marketing is just another way to reach your target market. All the same principles apply to communicating your marketing messages – so don’t be dazzled by the bright lights and technology and forget the fundamentals!

Here are 7 key steps to help keep you on track.

# 1 – Purpose

First, you need to get clear on ‘the purpose’ of your video. This will not only speed up the process but it will ensure the end result achieves the outcome you want.

The possibilities are endless and could include: To educate; Ask and answer questions; Do product reviews; Launch a product/service; Sell a product/service; Grow your list; Show case studies and results; Share testimonials;Tell a story; Share pitfalls to avoid in your industry; Give a virtual, behind the scenes tour…

My favourite is a “How-to” video because not only are they extremely successful because they offer great value to your viewers but you get to showcase your knowledge and skill plus position yourself as an expert in your field. This is key to growing your brand.

#2 – Preparation

Next step is to work out what tools and technology you will need as well as the content you want to include so that you are fully prepared for the production phase.

For starters, you’ll need a video camera or phone with high definition capability and a computer with video/movie making software as well as an internet connection to be able to distribute the videos online.

If you’re a PC (Windows) user you’ll have Microsoft’s Movie Maker software already included in your suite of programs while Mac users will find Apple’s iMovie works just as well.

You’ll also need content. This could simply be short video footage. However by using Movie Maker (or similar) you can also add images like business logos, photos, screen shots (ScreenFlow for Macs and Camtasia for

PCs are great options), slides, music or any other items relevant to the video/movie you are compiling.

Finally, you’ll need a script or at least an outline of what you want to say in the video component so you can keep to the point and not leave anything out.

Keep top of mind, what action you want your viewer to take and always, always, always have a ‘call to action’.

If you haven’t done so already, create an image that includes your logo, phone number and web (url) address to include at the beginning and end of your video. This is part of your branding and call to action.

Remember, no matter how good your content is, keep your video no more than 3 or 4 minutes long or you’ll lose your audience!

#3 – Production

Armed with your camera and script choose an appropriate location with very good lighting and set up for the video shoot.

Go for completion not perfection! I can pretty well guarantee that you will not like your first video you record and of course it’s alright to redo it a few times.  But don’t get bogged down – give yourself a deadline and do your best. Just know that your confidence will increase and you’ll get better and better with each video you publish.

Now it’s time to import this video into Movie Maker (or your movie making software) along with the other elements such as your images and music. You’ll find lots of help within the software to enable you to edit and enhance your content.

Make sure you save your project so you can open it later to continue working on it until you have exactly what you want.

To produce your video into a final file for use on the internet simply ‘save the file’ on your computer with a name of your choosing. All the individual elements will now be in one continues video ready to upload to YouTube as well as many other platforms.

We’ll cover that and more in Part 2.

(to be continued…)

=============================

“Man, ‘success’ is such a loaded word. Some people see success as making enough money to pay the phone bill. Others measure success as being on the big stage with groupies and gold. I have a simple definition of success: ‘Be able to do what I want when I want with whom I want where I want.’ In other words, self-made freedom.”  David Perdew

=============================

“Your true heart’s desire isn’t always going to be waving a giant sign or blinking brightly in neon lights. Sometimes it’s a still, small voice inside gently nudging you to act on your passions. If I hadn’t followed that voice and that desire to start my own business, my life would look very different today.”  Christine Gallagher

=============================

“In any business partnership, it is important to clearly define each person’s role for the business to function properly. Write down the job descriptions, layout the organizational chart — not only is this time an investment in your future so you are prepared as the business grows, but it makes it easier to know when one partner needs to lead or follow.” Ally Piper

=============================

“Relationship marketing is all about marketing second and building relationships first. Gone are the days when sneaky sales tactics ruled. Today’s savvy customer wants to do business with people they know, like, and trust. By focusing on relationship marketing as the core of each online marketing strategy, you will build a strong community of people who come to see you as a go-to person because they know that you care about them and they know that you are trustworthy and knowledgeable.”  D’Vorah Lansky

=============================

“If you aren’t sure what to do, do nothing. Surrender the situation or place you find yourself in and let it go.”  Mari-Lyn Harris

=============================

“People are so sick of the guru barking out ideas and tips from their “ivory tower.” People are sick of trying their ideas, systems, and how-to’s only to hit a wall when they try to implement them in their own homes, lives, businesses. People are crying out for someone who is the “real-deal.” I think that is why blogs, Facebook, Twitter and other social networks are so hugely popular.”
Cindy Rushton

=============================

“As members of families and organizations, and as citizens of a nation, it is important to be aware that when times are more stressful and resources are limited, the human tendency is to cope by using dysfunctional behaviors such as scapegoating, name-calling, playing right-wrong games, mudslinging, and turning against one another. These are stressful and high-stake times in our country, but each one of us can choose: Will I be bitter, or will I be better? Turmoil can be a life force if we learn these lessons and use them for positive change. “  Dr. Linda Miles

=============================

“Success Is Not A Solo Journey.  Whether it’s Martin Luther King, Mother Theresa or Gandhi, the BIG changes created in the world are a result of powerful partnerships. A partnership of aligned intention and inspired action!  I like to think that when Jesus said, ‘When one or more are gathered in my name, there am I,’ he was speaking to this aligned intention that we share. It is sacred and true.” Adela Rubio

=============================

“If you first get clear about what you want to achieve, you can identify what you need to get there and ignore the rest. Choose books, courses, seminars, mentors, and coaches based on your immediate needs. This will keep you on track and prevent you from getting overwhelmed.”  Kathleen Ann

=============================

“We buy more and trust more when we feel the seller “gets us” at a gut level. Change your wording to match your client’s core passion, and he/she will realize that you understand the real frustrations and will trust that you can help. Markets themselves have a core-passion, and when you write to that core, sales increase significantly. So learning how your market thinks and speaks at a core level helps you create the kind of products and sales letters that really convert.”
Lisa Rae Preston

=============================

“Every highly successful business leader has a team, and almost every highly successful leader has a mastermind team.”  Dr. Joseph Peck

=============================

“I’ve learned to be a team player in order to accomplish goals that would be next to impossible to do alone. Sharing my time and resources with those in need helps me to remain grateful and appreciative for all that I have in my life.”  Connie Ragen Green

=============================

“Be open.  How many people do you know that are walled off or shut down?  How many are not willing to let people in for fear of getting hurt? The #1 thing you must do is to DECIDE to allow and be receptive to bringing in deep relationships in your life.  So take an honest assessment of where you are now.  Are you ‘wealthy’ with love and connection and people you can call regularly?  Or, is there some ‘poverty’ to the connections you have? If you viewed the relationships as the most important vehicle there is to grow a business or improve a life, you’d probably be much more willing. My challenge to you is to make the decision to make relationships a primary focus and begin to cultivate them.”
Therese Skelly

=============================

“Here’s the deal: people do business with people. Moreover, people do business with people they know, like, and trust. Creative relationship marketing is not about pushing your marketing message out to as many people as possible, but about attracting the right prospects to you.”
Shannon Cherry

=============================

“Spell Out the Roles in All Partnerships and Collaborations. Whether your relationship is a legal partnership or just a joint project, be really clear about who is going to do what, how you are going to split the profits (50-50 isn’t always the right answer), and how you will end the collaboration.”  Terri Zwierzynski

=============================

“Let’s live with integrity. If we are engaged in dishonest practices, the chances of forming lasting relationships with our clients and friends are miniscule. Let’s right our wrongs and move forward with integrity. The degree to which we treat people with honesty and integrity, I believe, will determine the depth and strength of our relationships.”
Eileen Voyles

=============================

“I have yet to meet a person who has no feelings of being “less than.” Every person on the planet craves being validated in an honest, heartfelt way. Do that—validate, encourage, find anything good in people and tell them. This helps to build a strong heart connection that is good for business.”  Ronda Del Boccio

=============================

“There are too many ‘me too’ service providers out there. Don’t let yourself follow others into those popular but profitless niches. To help your star rise, use innovation and originality to connect with people.”  Rhonda Hess

=============================

“Decide in advance what you want your reputation to be. It’s not wise to let others determine your reputation. Instead, proactively decide how you want to be perceived in the minds and hearts of your clients. Do you want to be known as generous, caring, and thoughtful? Or does it suit your business better to be talked about as tough and exacting? Whatever you decide, look for ways to carry your reputation forward in every detail of your business. And don’t forget online, too, as you expand your business beyond local marketing.”  Kendall Summerhawk

=============================

“If you’re running a business, you likely have a certain level of expertise in your field. I owned my knowledge and expertise, and you should, too. When you are confident about what you know and what you do for your clients, you will attract successful people. Confidence carries with it an attitude of success, and successful people like to be around other successful people.”
Felicia Slattery

=============================

“That which you want, if for another, will come sooner.”  Kirk Duncan

=============================

“Go out on a limb. Starting with your strengths does not mean playing it safe. You’ve got to stretch yourself. Get outside your comfort zone. Try something you’ve never tried before (like video)! Follow that little voice inside.”  Lou Bortone

=============================

“Make friends with your competition. You never know when you’ll need each other.”
Nancy Marmolejo

You don’t want to end up with ‘nice-guy’ or ‘nice-gal’ testimonials that say ‘nice’ things about you but fail to show others why they should do business with you as well. After all that’s the point, isn’t it? To attract others who are looking for the same results?

So, what you really need is results-based testimonials that are written in first person.  Or you can use a case studies which are pretty much the same thing  only they are written in third person. I recommend you have a mix of both types because that will add variety.

Think of testimonials as a short ‘before and after story’ or ‘once I was lost….and now I’m found’ and you’ll quickly see that it’s not all about you! The focus should be on the person giving the testimonial.

Like all good stories there’s a structure and the good news is there are only 3 sections to structure a winning results-based testimonial or case study.

Here they are…..

Section 1
Describe their problem or challenge before they began working with you (this is the before story).

How bad was it? And don’t hold back – these are real life situations so the worse the problem the better!

Section 2
What did they learn or do as a result of working with you?

Take care here not to reveal the specifics of what you did with your client or you run the risk of people thinking ‘I already know that’ – you don’t want them to have that reaction.  Rather you want to have them thinking ‘how did she do that?’

Section 3
The end result (this is the after story)

What got to happen for your client as a result of what they learned or did after working with you?

You need to make this as quantifiable as you can. You can put a figure or percentage on almost anything so always use measurable, specific results in your example. Of course, it goes without saying that it must be true!

Here’s an example using a professional organizer who we’ll call Sally, of what you’ll achieve when you put it all together.

“My office was in such a mess I couldn’t find anything in a hurry so I was wasting a lot of time and energy and always felt stressed.

Thanks to Sally’s organizing skills I learned how to quickly clean up the mess as well as how to get and stay organized so I won’t slip back into bad habits. It’s so much easier than I could have imagined.

Now, I can put my hands on everything in less than a minute, my productivity has gone up by at least 50% plus I’ve already seen a welcome jump in my revenue of $5,000 this month.”

My tip is to ask all your clients if they would like to help you by providing a testimonial. People love to help other people and I’ve never been refused.

You can make it easy for them by giving them these guidelines or better still, offer to write it for them for their approval. This will save them time and effort and guarantee you quickly get a winning testimonial to help you make more sales.

You can never have too many results-based testimonials and you can exploit all the mediums of written copy, audio and video to power up your marketing.

Momentum is an essential ingredient to business success and nowhere is it more critical than in the area of marketing.

A simple definition of momentum is “mass in motion” and is a commonly used term in sports. A team that has the momentum is on the move and is going to take some effort to stop. A team really on the move, having built up a lot of momentum will be hard to stop.

Isn’t that what you want for your business?

Maintaining momentum means staying in motion, if you cease you stop which means you have to gain momentum all over again. It’s this constant stop, start that frustrates business owners and causes swings in results and of course in income.

Now I don’t mean frantic activity – just consistent, persistent actions that keep you moving forward.

Here are 3 simple steps to help you gain and maintain momentum in your business.

Step 1. Create a marketing plan

You must have a plan. You can’t afford to wing it because this ad-hoc approach is what causes inconsistent results.

There’s no escaping this first step. The secret is to keep it simple.

The lifeblood of every business is leads. And cash flow is created by converting those leads into sales aka, paying clients.

Think about the steps you need to take your clients through to take them from interested to sold. That’s your marketing plan.

Imagine a big funnel where you’re at the top directing potential clients into it. What’s the next step? And the next step?

For example. You’re a speaker and you give a presentation and use a strategy to get people to sign up to your list. Then you send them a twice monthly newsletter of helpful tips and strategies. Next you might email or phone and offer a complimentary ‘get to know you discovery session on the phone’. Then, if you’re a match you can offer a paid session or program.

Step 2. Create your marketing calendar

Having a marketing calendar is essential to getting organised and staying out of overwhelm.

Unless you transfer your marketing activities and actions onto your yearly planner you run the real risk of getting into overwhelm. Seeing your year laid out with the natural rhythm of activities will help you maintain momentum throughout the year.

And get you the results you’re striving for.

Think of it as a big marketing wheel that keeps on turning.

Plug in your daily, weekly, monthly, quarterly and annual activities. And remember to block out time for holidays and training events you want to attend as well as ‘me’ time to keep you rejuvenated and motivated.

Step 3. Work your plan

Start working the plan.

When things start picking up, and they will, the trick is to stick to the plan and keep doing the activities that created the momentum.

This may be the time to hire more team because if you don’t continue with the actions that generate leads they will dry up and before you know it you’ll have lost momentum again.

Remember it’s far harder to get started than to maintain it.

One last tip. Stick with it. Give yourself time to build the momentum. Swapping and changing is what wastes energy, loses momentum and limits results.

Plan your work and work your plan!

(continued….)

SEO TIP #5
Understand what Search Engines are looking for

Most people know that keywords play a big role in getting the attention of Search Engines and we’ll come to that specifically in the next point. But it’s not as simple as that and there are other elements that collectively do the job.

Amongst them are written content that includes all the relevant data about you and your company and what you do. Plus mixing the words with images, video and audio along with tools like calculators or assessment forms add variety and interest.

Rule of thumb is anything that would be interesting to your target market will be of interest to a search engine.

SEO TIP #6
Understand Key word importance and do your research

You need to identify what words or phrases your prospective clients are typing into their favourite Search Engine to find you!

The good thing is we all have plenty of practice as a searcher when we go to the net to look up information for ourselves. Simply put yourself in your clients’ shoes and think what would they type in when they are trying to solve their problem/s?

There are free and paid resources to help you like this free Google one

https://adwords.google.com/select/KeywordToolExternal

SEO Tip #7
Pay attention to Website structure

As well as content and keywords search engines rely on the actual structure of your website starting with your front page.

Make sure you use accurate Title Tags unique and relevant to each and every page combined with your rich page content to optimise results.

It’s not enough to just have a couple of pages because deep versus shallow works best.

An example would be “Services” with a list and brief description of each on one page with links to other more detailed pages for each one so that people go deeper into your site as they seek out the information.

SEO Tip #8
Harness On page techniques

On page SEO is the combination of all the elements we’ve discussed in previous tips that you can do on your own website to be more search engine friendly.

Keyword placement in your copy, hierarchical and contextual links within your site as well as updated relevant content are key elements to focus on but on page optimisation isn’t the whole story….

SEO Tip #9
Harness Off page techniques

Off page means there are other sources outside your site that could point to you as an informed and reliable player so think externally as well. Besides social media and blog opportunities an invaluable asset is external links and we’ll take a look at that now.

The main thing is to get your link on other websites so that when people click it they land on your site. Not only will this drive traffic to your site but they really count with search engines. Some are more highly regarded than others so links from authority websites like government, education institutions, industry associations and the like are most valuable.

SEO Tip #10
Monitor results and keep refining

Understand you never get it done when it comes to search engine optimisation because there’s always room for improvement. In any event things change so there’s always something new to consider.

The main thing is to monitor your results so you know what’s working and what’s not. The good news is this can be simple to start and more complicated (and rewarding) once you gain some experience.

I recommend you use Goggle Analytics which is comprehensive as well as free with lots of user support and explanations so take advantage of that.

Now that you’ve got an overview of what’s required you can decide to tackle this yourself or hire an expert to do it for you. At least you’ll know what you’re talking about and how to interpret your results.