Why You Don’t Need to Go Viral to Make Video Marketing Work

While it can be a game-changer to be suddenly watched by the world, most small businesses don’t need this level of exposure to see results.

Source: Why You Don’t Need to Go Viral to Make Video Marketing Work

What Business Owners Want

Total Broadcasting's Picture/Quote Service is great at improving interactivity between businesses and their customers.

Total Broadcasting’s Picture/Quote Service is great at improving interactivity between businesses and their customers.

My personal habits, likes and dislikes provide for some interesting contradictions. One that I admit to is the fact that I like quality service and products for myself and for my customers. In the eyes of many my other more overriding quality is that I am quite thrifty. Not cheap. I just don’t like spending money unnecessarily.

As with many I have translated my personality and preferences into what is offered my clients through Total Broadcasting Service, my video and audio production company in Seattle. I could get into great detail, but I won’t. Simply put, business owners want quality and lots of money-spending customers…but they don’t want to pay for it. Business owners want marketing exposure and the results good marketing and branding provides…but they don’t want to do a darn thing to facilitate this marketing. They want you to do it for them.  And far too many don’t want to pay you for the work you provide.

Hmmm….so as an owner of a business-to-business company with a goal of pleasing our customers and helping those business owners achieve their business and personal goals how do we overcome this clear contradiction in business owners wants?

Here is our personal example. Total Broadcasting Service was a pioneer in the video-marketing for the web services that are growing exponentially now. When we added video to our menu of services nearly 5 years ago our primary goal was to provide the service inexpensively, thus complying with this authors personal beliefs and desire to be thrifty. We worked hard to get early customers in a field for which we had nearly no experience. Upon reflexion I can say our videos weren’t very good. But they were cheap. Our practice was to get a customer, take their money, produce their video and provide it to them and then thank them, hoping they would use their videos well and call us again in the future with orders for more work.

You can probably guess what happened. The business owners took the videos and (presumably) stored them in their computers never to be seen again…by anyone…most notably their customers or potential customers. The business owners didn’t have the acumen or the time to acquire it to post their own marketing videos anywhere on the internet including their Social Media (“What’s that? Oh you mean Facebook and Tweeter or whatever its called?”) or their websites. As a result few of them called us back for more work and some looked at their time and money invested in the creation of the video as a waste.

Graphic Facebook Insights shows tremendous improvement in customer interactivity while employing added services, and a decrease when not.

Graphic Facebook Insights shows tremendous improvement in customer interactivity while employing added services, and a decrease when not.

So, we had some work to do. We chose to improve our services. Going forward, anyone we sold a video was going to have us post that video onto their own YouTube Channel, and if they didn’t have one we would create one for them; and we would post that YouTube video onto their Facebook business page, and if they didn’t have one we would create one for them.

Simultaneously while assuring that the videos we produced for our customers would at least have a chance of being seen or found we worked diligently at improving the quality of our videos. We learned better editing and production techniques and programs. We learned better methods and got better equipment for when we shot video.

The results were wonderful. As expected our customers benefited from the changes we implemented and didn’t mind the slight increases in pricing these changes required. And they showed their pleasure by routinely renewing their orders with us and keeping us growing as a company.

Skip forward a couple of years to 2014. The internet, marketing, search engines and social media are all constantly changing. What worked yesterday may no longer be a best practice. So it was with our video, social media, and internet marketing service. We added services since it became apparent our customers needed those added services to best market themselves and grow their business. With the added services our prices increased.

The good news is we made more money with a few customers who added these extra services and we were quickly able to graphically show results for our customers. The added services and expenses were proving to be worth it. The bad news…not enough business owners wanted or could afford to pay for the added services we felt would be necessary in today’s world of internet advertising. So we lost out on too many customers we otherwise might have been able to sign-up had we been offering them the earlier diminished services at lower prices.

The lesson learned; a lesson that is an age-old lesson in business, don’t give the customers what you think they need. Give the customers what they want. But we don’t have to be so cold about it. There is good news on the other side of this seemingly dark lesson. Once you give the customer what they want, you earn their trust. Upon earning their trust…you can add to the services you provide and grow your business with the customers you already have. After all, it’s an age-old business adage that 80% of your business comes from 20% of your customers. In following this method everybody wins. And isn’t that what you were shooting for to begin with?

Make providing your customer what they want your top priority, work your butt off to make it serve them as best possible. Upon earning their trust and serving their wants…approach them again…give them what they need…and subsequently serve them better.

Thanks for visiting. Comments are welcome.

Call for Video Production Services: 425-687-0100

Call for Video Production Services: 425-687-0100

 

Why is Visual Storytelling Important? – YouTube

Here we have a short video with several points of view on the subject of visual story telling; better known as video. If you run a business or you are a business you need to learn these important lessons.

When Total Broadcasting Service added video production to our audio production and radio advertising services 4 year ago YouTube and Social Media were still in their “toddler” stage. By now we know these vehicles of individual personable interaction are here to stay. And we’re proud to have had the vision to see it coming.

In the next 1-2 years having video, and not just one, for your marketing purposes will be as vital as having a website used to be. If you don’t have it you look like a dinosaur if you can be seen at all. The fact is you will be invisible to your customers.

We can help.

Thanks for visiting. Comments are welcome.

Put Content on Your Social Media Pages then Get on With Your Day

Facebook logo reduced

I’ve seen it before and I always find it interesting. When my Facebook business page for my audio and video production company, Total Broadcasting Service, gets ignored the number of people seeing and viewing it and subsequently learning of and being reminded of my company, its products and services, diminishes. So learn from my experience and make certain that every day something gets posted on your business page. It only takes a moment. But being consistent with your efforts will pay off over time in the one area you desire more, more customers, and more money.

Total Broadcasting Service Insights to start new year.

Total Broadcasting Service Insights to start new year.

The graph above is from the Insights Facebook provides for administrators of business pages. This shows the activity on my company’s business page from roughly December 20th through January 12th. My company is Total Broadcasting Service (please like us on Facebook). I didn’t work between Friday December 21st and New Years Eve December 31st. In that ten-day span only seven posts were loaded onto the company’s Facebook page, three of those on December 28th, which represents the bottom of the graph’s downturn and the beginning of its upturn. The difference in interest on the page is dramatic.

Our practice, which we do a pretty good job of observing, is to post something onto the Total Broadcasting Facebook page every day Monday through Saturday. At least one per day is easy and never time-consuming. If you run a business this is what you ought to be doing. And you should be doing it not only on Facebook but anywhere you have a business presence on Social media. If you are on Twitter, or on Pinterest or on LinkedIn you are making a mistake by not making your presence known daily. Consider this your minimum effort.

Inc Magazine published a study in November 2011 saying a survey of consumers found 7 or 10 of them were more likely to patronize a business or business person who had a social media presence than someone who does not. And that was 15 months ago! You can be sure that the influence of the internet and social media has only grown since then.

Where business owners and or people fail on social media is by failing to be consistent. Yes, they may have a presence on Facebook and other sites but if they remain static with no activity you might as well not have a profile/business page at all.

Your posts can be a simple as “Have a great Monday!”, to elaborately planned online contests. More important than the content is to do something. Worrying about content is for another post.

Thanks for visiting. Comments are welcome.

What Should You Spend on Advertising? – Businessweek

Pile of Cash

With the start of a new year comes new goals and new budgets. One bothersome question that small business owners wrestle with all the time is how much of your budget and/or income should be dedicated to marketing or advertising. The successful business will have an answer to this question. The failures will not.

Cover of BusinessWeek

Read this article from Businessweek then come back and let me enlighten you with more tangible information.

What Should You Spend on Advertising? – Businessweek.

A marketing expert said in a seminar I attended today that each business should dedicate 10-15% of their gross income to marketing. He correctly pointed out the few business actually do this. The Businessweek article says to look for examples from similar public traded companies and base your decision on them. Another way, they say, is to start at 5% of revenue and move your spending up or down depending on several factors. It’s assumed that “revenue” they refer to is “net-revenue” otherwise I can’t imagine them recommending that a growing business would spend so little.

In a blog entitled Marketing as a Percentage of Revenue Benchmarks blogger Jeff Grill  provides far more detailed survey results on what other companies do, and thus gains credibility in my eyes.

Time invested in marketing/advertising must be factored in. And when doing so judge the time in terms of dollars. How much would it cost you to hire someone to do what you do? That’s the determining factor. Far too many entrepreneurs pay themselves far too little, and one should not base their calculations on such an unrealistic figure.

From my standpoint business owners and managers are no different from others and can get lost in the world of marketing, or social media; two not too divergent characters any more. Your time is best spent making money. Any “How-to” book on starting or running your own business will tell you this. Find a marketing expert who can demonstrate the success they will bring for you or the time they will save for you will ultimately make you more money, since you’ll be focused on serving your customers and making money.

Another great mistake made by small business is to pull back money from advertising when the economy softens. It’s exactly the opposite of what should be done. When dollars are hard to come by you need to increase your efforts to get some. Cut back elsewhere.

Total Broadcasting Service helps small business in so many different fields. we strive to be a one stop shop for small business marketing. Website design, Video production, radio advertising, and SEO expertise are our primary areas of focus. We’d be honored if you called us to assist your business.

Thanks for visiting. Comments are welcome.

Be Yourself on Social Media.

Image representing Facebook as depicted in Cru...

I joined Facebook with my personal profile page in May 2008, and some would say at that point a monster was made. The truth isn’t quite so dramatic and was in fact a slow evolving process. Now I’m very active on Social Media and a lot of it is for fun, but most of it is a calculated effort to promote my company Total Broadcasting Service, and recently my wife and my Advisor status with the direct sales company, AdvoCare.

The truth is the “monster” reference above refers to both my frequency of posts and my willingness to break some long-standing “rules” for business and networking. The big one of which I refer is “never talk religion or politics”. It’s long been believed crossing the line into those two subjects is a sure way to lose customers or potential customers. Well, I’m a happy example of how that “rule” is largely myth. And I’ve come to the conclusion that the politics and religion banishment from social media discussion or business and networking discussion is created mostly by people who are personally more reserved anyway.

Nothing is wrong with being more tightly guarded about your thoughts, actions, or beliefs. But those who are ought not unfairly judge those of us who are happily more vocal. After all, if everyone held ideas so closely to the vest and never shared them how would people learn and grow and solve problems. It’s the more boisterous in society who call attention to problems and those problem’s solutions.

FB Tower pic w-number

Total Broadcasting Service is an eight year old company. We’re a radio advertising brokerage and audio production company that has added video production for internet marketing to our list of services. We experienced four years of growth after beginning operations in 2005, and then fell on hard times like so many others in 2009. We saw a lot of customers close their doors that year. Since then every year has gotten progressively better. And in 2012 we have recorded our best year ever in terms of gross income.

What I find interesting about this is the fact that 2012 was an election year and I made no secret about my support for what the election determined was a minority opinion. Not only was it a minority opinion nationally, but my Conservative politics was and remains an extreme minority opinion where I live and where most of my business originates from, in King County, Washington. So how can it be possible that my business has continued to grow and support my family with what amounts to an above-average income and life-style?

Stephen Colbert in New York City at Border's s...

Stephen Colbert

As Comedy Central’s Stephen Colbert demanded to know during the Chick-fil-A vs Gay Marriage controversy last Summer, “I’ve got to know what positions my food has taken on all the issues. For example, I love Carl Jr’s Western Burger. It must be anti-ObamaCare, because it is clearly trying to kill us. And whenever I go to Applebee’s, I insist that they only give me right wings. After all, you are what you eat. And now, you also believe what you eat.”

The absurdity of Colbert’s comment should be obvious. And to me the obvious conclusion I’ve come to is that most people don’t care about politics or religion. Traditionally poor voter turnout proves this fact. Studies showing only about 50% of Americans regularly attend church further proves it.

Like Adam Smith clearly enunciated in his seminal book, The Wealth of Nations“, 

Profile of Adam Smith

Adam Smith

everyone cares about their own selfish interests. And that’s a good thing. Because in caring for our own selfish interests we as individuals and individual businesses are stronger and better able to serve specific customers and the general populace. Weak people and weak businesses serve very few. And in caring for their own selfish interests people care little about my politics or religion. They care about whether my business can make their lives better, something we constantly strive to do. And we strive with equal fervor for our Liberal customers as for our Conservative customers; for our Christian customers as for our Jewish, Buddhist, Atheist, or Muslim customers. Doing so is in our best interest.

My efforts on Social Media now include regular posts to my Facebook personal page, business page, and personality page. In 2010 I added Twitter and LinkedIn personally and for business to my Social Media promotional efforts. And in 2012 Pinterest began receiving our attention. And we are bloggers here on M Schuett blah blah blah. (We’re also on Biznik. But since they started charge money for even their most basic profile page we discontinued our subscription). Selfish advocacy of my political and moral points of view are frequent subjects of my posts. But foremost at ALL TIMES is merely to be interesting to as many people as possible in order to promote my business interests; Total Broadcasting Service, and in the past 3-4 months, AdvoCare health and nutrition.

AdvoCare allowed me and my wife to lose 30 lbs each in just 4 months.

AdvoCare allowed me and my wife to lose 30 lbs each in just 4 months.

Social Media experts will tell you that marketing through social media is not intended to get you direct business; but instead to keep your brand, product or service in the front-of-mind for potential customers. That’s true. But when you make yourself interesting on Social Media and are not afraid to “show a little leg” and make yourself vulnerable you gain credibility with even those who disagree with you. And in gaining credibility you gain direct customers. As we have. And we’re grateful.

Thanks for visiting. Comments are welcome.

Go Ahead Make Fun of MLM & Direct Sales. I Did.

Português do Brasil: Representação gráfica do ...

MLM or Multi-Level Marketing companies are a joke. But if that’s true, why are there 30-million Americans (1/10th of the country) involved in a Network Marketing Company?

Direct Sales companies don’t make you any money. But if that’s true how do you explain the checks I’ve been receiving for the two months I’ve been representing AdvoCare? Or the $20,000 per month a friend and his wife earn through Advocare in only three years representing this great company? And how do you explain the $153-billion spent on products and services provided by network marketing companies?

Like anything in life, its all what you put into it. AdvoCare or any MLM with a good product pays well to those who work and represent the products. To those who don’t, it doesn’t.

I’m a living example of getting out of work exactly what you put into work. In 1992 I began working in a sales job in my chosen industry of radio. I did OK for a couple of years and was pleased with myself. But others within my own office were doing better. I looked at most of them and said “What have they got that I don’t? Why can’t I sell as much and earn as much as them?”

So began my investment in myself. I spent thousands of dollars of my own money over the next few years on all kinds of seminars, books, videos and audio tapes with the goal of improving my sales ability and my income and my family’s lifestyle. Sales trainers like Brian Tracy, Tom Hopkins, Dr. Kerry Johnson and motivational speakers like Zig Ziglar

Live video feed of Zig Ziglar speaking at the ...

Zig Ziglar

became my mentors. It worked. In only 2-3 years I went from being an OK sales representative and among the top ten in my company to number one in my company. I regularly broke sales records for a 25 year old company that regularly employed around 40 sales reps. My sales were consistently 15-20% ahead of whoever was in second place. My income tripled. My family bought a 3000-square foot home in one of the more expensive suburbs in the country. And, after 13 years at that company I left it and started my own business, Total Broadcasting Service, and have been successful with it for 8 years (in spite of one of the worst economic downturns in U.S. history). I couldn’t have achieved any of this had I not put in the time to train myself and bring my sales from OK to OUTSTANDING.

The other day I posted a link on Facebook to my AdvoCare website, something I do periodically. A bold former “friend” made a particularly nasty, negative comment about MLM’s and me posting about my involvement with them and posting on FB about a direct sales company he clearly had no knowledge of. Given I really didn’t know the guy and only connected on FB because of a single mutual connection, he made it real easy for me to unfriend him. Who needs that kind of negativity?

But in making his Comment he also did me a favor. He reminded me of an attitude that exists in the eyes of many about direct sales companies like AdvoCare. He reminded me of how I felt about MLM’s. And if you are skeptical and even cynical toward AdvoCare and other multi-level marketing companies its OK to admit it. I was the same way. But if you can admit your cynism perhaps you can also admit you really don’t know much about the subject of MLM’s in general, or AdvoCare specifically. I didn’t.

I grew up watching my Mom chase the pot of gold under every rainbow that ever appeared. She was part of all kinds of MLM’s over many years, including the BIG one, Amway. Her failure to devote time and stay dedicated to any of these businesses ultimately guaranteed that she would never be successful with them. Her failures became my reality. Perhaps you are like me…I knew someone once who tried something like that and it didn’t work. Perhaps you can be fair and admit that “someone” didn’t tell you much. “Someone” didn’t stay with “it” long. “Someone” didn’t put in a lot of time toward their business during the short time they “tried” it. And “someone” got exactly out of their business everything that they put into it.

My wife and I became AdvoCare distributors because we tried their products and each lost 30 pounds of fat in 3 months. We became distributors because we saw our friend and his wife leave the “regular” work world and begin raising their kids with a healthy income and a freedom we could only envy. We became distributors to find three other families who wanted to join us in earning $5000-$10,000 per month while working less than 20 hours per week.

Let me educate you about a few things you may not know about network marketing companies. They’ve been highly successful in this country for at least 150-years. One of the early successes was the California Perfume Company which began in New York in 1890 with 10,000 sales representatives and later changed their name to Avon. 

Español: Logotipo de la empresa estadounidense...

The Fuller Brush Company began selling their products in 1905 and by 1919 had made over $1-million in sales. Fuller Brush and its business model spurred the creation of other companies you may have heard of including Stanley Home Products and Mary Kay Cosmetics which began operations in 1963 and was already selling $2-BILLION in products by 1996.

Tupperware became a world-wide billion dollar company through the direct sales method, and in so doing they became a name synonymous with all plastic air tight food and beverage containers.

And Amway grew out of the Nutrilite vitamin supplement company in 1949. By 1973 Amway had over-taken Nutrilite, and bought the company. Amway’s bad name, in the eyes of many, began when the Federal Trade Commission filed suite in 1975 against the company accusing them of being a pyramid scheme. By 1979 a Federal judge had ruled in favor of Amway. But unfortunately the “pyramid” tag stuck (as do so many false accusations but not exonerations). Still it didn’t prevent Amway from growing into a company with $11-BILLION in sales in 2011.

So with all these success stories I gotta ask just how do you mean “They don’t work”? Are you afraid of success? Certainly some people are, and that comes down to self-esteem issues we won’t get into in this blog.

But, again, with huge, immensely successful company’s like AdvoCare helping people achieve financial freedom all over this great country why not ask yourself to re-examine your own prejudices, like I had to do. I’m a successful businessman with a growing company, happily married for more than 25 years, a nice home and a lifestyle that many would be happy with. And I’m no dumby. And I enthusiastically became an AdvoCare Distributor and Advisor. I plunged into the world of MLM and so far the water’s fine.

Is AdvoCare and specifically direct-selling for you? Well, I would ask that you look at the recent Rookie Bonus earners in AdvoCare and see what a diverse bunch it is, from Orthopedic Surgeons, to stay-at-home moms. Anyone and everyone does this and education or previous high income (or low) have little to do with one’s success with AdvoCare.

Don’t be afraid. Learn for yourself.

Thanks for visiting. Comments are welcome.

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