How to Make a Video Testimonial that is Very Cost-effective

How to create a video testimonial of a client who is hundreds of miles away – for very little cost: Ok, the “right way” to do a testimonial video is to hire a video crew and bring them to the customer’s location – that is also very costly and may not be within your client’s marketing budget, nor the expense be a cost-effective marketing ROI. Here’s an alternative: I called my client’s customer, who was on the opposite coast, and recorded our 20-25 minute conversation, (using a Flip HD video camera recording an iPhone in “Speaker” mode). I asked questions, he had some great responses and I edited our conversation down to less than 4 minutes, and rearranged the audio so it flowed better. Yes, the audio sounds like it is over the phone – but also adds to being more authentic. If the audio sounds to polished, then it may not sound believable. I added some still photos, stock videos and a branded video opening and close — done, and the client was very happy with the result.

I could do that for you, (call your client’s customers and create a value-based testimonial). See the example video below. Just call Gary at 727.409.2326, to add testimonial videos to your services.

My New Year Message …

NewYear2016-Gary

The New Year marks a time for reflecting on the past year and contemplating what we learned from the last 365 days to make the coming year even better. Yes, it’s a time to celebrate past success, but it’s also a time for bold moves and fresh starts. It’s a time for dreams and friendships both old and new. It’s an opportune time to raise a toast to those who share your business success and those who cherish your personal happiness and hopes for the future.

The New Year marks a new beginning. New people to meet, new adventures to enjoy, and new memories to create. Here’s wishing you the gift of peace and prosperity throughout 2016, and wishing you a Happy New Year!

Building Relationships is a Valuable Marketing Tool, Here’s Why …

If you do not start somewhere, you will be nowhere. In order to get business, you need to get out and meet people and push your comfort zones. You need to form relationships with people outside of your immediate influence and industry. Join organizations whose members are business owners and senior people in organizations – as they are your potential new clients.

businessman connect to social network

You aren’t going to be building much of a business if the only people you know are those you are meeting through work. You must get out and meet people outside of work. This means going to events where people in your profession are networking for business are likely to be present, but it also means going to events where you are likely to stand out because you are one of the few who do what you do.

Networking-PartyThere are hundreds of potential social situations you can inject yourself into. It’s important that you get involved in as many social situations outside of work as you possibly can. This networking will give you the ability to meet new people and connect. These people may have the ability to refer relationships to you, or they may not. If you do not start to form relationships, however, then you will not be someone who can get business in the first place. Get out and form relationships!

Here’s how a company can easily lose its valuable trademark!

trademarkIt’s simple really. Don’t file the proper paperwork to keep your trademark alive, and it gets cancelled.

If you are a marketing person, win points with your client and find out if they have maintained their trademark. There’s a quick way to check, click on the trademark link below after watching the video.

Also, view the “Post-Registration Issue” video below for an overview of the most important issues you should be aware of after your application has matured into a registration. The video explains the required maintenance documents that you must file to keep your registration alive, as well as discusses an optional filing to enhance the legal strength of your registration. Failure to file the required maintenance documents discussed in this video can result in the cancellation of your registration.   Trademark check

Push Yourself to Play Outside of the Box to Increase Your Revenue and to Stay in the Game

Watch this YouTube video on how I created and installed a 10 foot outdoor sculpture for an office building in Clearwater, Florida. It was quite the challenge, as it was the first time I’ve ever created a sculpture. How did I get this job? I’ve given my clients the impression that I can deliver to them what ever they need, and if I have to learn something new to do it – I will.  Why?

Because if your customers consider you as a valuable resource to get the job done, then it opens the door for additional opportunities. I’ve been on my own as a designer for almost 20 years, and there isn’t anything I’m doing today that I did 20 years ago because technology changes and so does the needs of customers. There is a first time for everything, and if you believe you can do it – and learn from others, you have a better chance for success:

The Best Email Marketing Campaign Tips: 7-10

best practice email campaigns

7. Customers have specific needs and what they consider value-based content. Because of that, it is best to divide the email list of customers into sub-categories which allows you to send even more highly targeted information to you customers – it could be by product categories, geographic location or even by titles of decision makers. The key is to more closely match the customers needs with your messages. Sometimes being made aware of other products they may not normally buy in addition to new versions of what they do buy, would be of value to them and another way to segment the lists. You could also provide referral bonuses for repeat customers or special introductory offers for products they don’t currently buy as a way to test them out.

email strategy of coordination8. Channel coordination. By using the same product promotion, language and images in social media, the website and the email campaign, it creates an integrated approach that enhances the brand and helps the customers remember that product that they may not be currently buying. Reinforcing a message is always a good thing, and if action is required, make sure it is up front so you are not telling a long story before getting to the call-to-action.

9. Test best time to send.  According to direct mail research studies, the best time statistically to send an email is between 2pm and 5pm. The largest volume of emails people get is typically between 10am and 2pm. You could also do an A/B split test for the emails and look at open rates from the email analytics so you can optimize the lists.

strategic email

 

10. Design and layout. Of course the email needs to be visually appealing but where the pictures and graphics are located, the headline, subhead size, and text formatting is a science unto itself. When I worked at AT&T we commissioned an outside firm to do readership studies of ads, website, product packaging designs and other marketing materials. We would have test groups look at the messages and lasers would track their eye movement, as well as we tracked when they stopped reading and lost interest. So designing an email to be effective involves helping the reader to move their eyes in an order that feels natural to them so they read the content you want them to read in the order you hope they will. In a nutshell, people read messages best that are designed in the shape of an “F”. Best at emailingHeadline is read left to right, then down to a shorter width subhead or image, back out to a longer subhead or larger image then down to a narrower width text content. The goal of the headline is to get the reader to the subhead, and the subhead then to the text – but pictures and graphics not carefully placed or sized can interrupt that flow, causing people to skip ahead or bypass key parts of the message. The design is as important as the content of the message – and an effective layout can move people to read the entire message.

Email marketing campaign tips: 4-6

It’s easy to follow just some of these guidelines – send an email out to customers and then check it off the to-do list. That said, all of these suggestions contribute to success. If the subject line isn’t compelling or communicates value, the customer may never read it. If the basic structure isn’t followed as mentioned in the previous email, then again it will decrease the potential for a successful Strategy for email campaignsprogram. Emails are like an offense in football, the quarterback, receivers and offensive line all need to do their part well for the play to work, if one guy is not on the same page, most likely the play fails. It’s the same with an email marketing campaign – all of the details matter. Tips 4-6 below focus on frequency, content and compelling subject lines.

Subject line for emails is critical4. Write knock-out subject lines. Do I have your attention? We could have the best content and message in the world but it may not get read because of the subject line. Writing a subject line is a marketing art – I actually attended a seminar just focused on writing email subject lines, that’s how important they are. The subject should grab the reader’s attention quickly and explain exactly why the message is valuable. Most important, keep it short – around 6 to 8 words because readers on mobile phones only see 25 to 30 characters in the subject lines and laptops around 60 characters.

Let customers know your email frequency5. Frequency. The readers will want to know how often we’ll email them. Whether you plan to email once a week or twice a month, its important to be up front with the frequency information so they know what to expect, (and stick to those expectations). Many times people sign up for informative emails and get deluged with daily emails, so these days people are skeptical, and telling them the frequency they can expect would be very customer-friendly and appreciated.

Email content needs to value in a campaign6. Great content, not just marketing messages. Your customers are going to unsubscribe to your emails if it’s just marketing and advertising messages. The content needs to offer value – new technology, products that help their lives or business, product installation tricks and tips, as well as customer testimonials – all are  value-based messages. Then over time we find out what interest customers the most through the email response analytics (click-through rates, user surveys, etc.). Questions asked in forums, social media or asked directly to your sales staff are also ways to find what content would be of value to the customer. ==> Be careful of sending frequent advertising specials and coupons in email blasts because it could dilute the perceived real value of your products. The content still needs to focus on the value the product is to the customer.

Tips for email marketing

Again, leaving out one of the above tips and not thinking it’s important will result in a sputtering offense, and miss the opportunity for a real score.

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