#FocusFriday – Focus on Video Today for Your Brand and Business

Who would have thought that billions of hours of video content would be uploaded to YouTube and other online sites each month? The growth of video is astonishing and will continue to grow in the years to come. With mobile technology and smart phones, we have a powerful tool in our hands which you must use for marketing and growing your personal brand. Why is using video so critical now? How can you get started?

The purpose of my #FocusFriday series is to provoke thought and encourage people to take control of their personal marketing and business. Focus on the important time saving, business development, marketing and fun aspects of business. Yes, business activities should not be painful every minute of the day. Hard work is necessary and to be successful you have to hustle, try new approaches and focus on finding what works.

If you are not embracing video now for your brand and for marketing, it’s time to start. Here are the reasons why:

1. More and more people (consumers and prospects) prefer video content. It’s quick, easy to watch on a mobile device and does not take much time.
2. Besides meeting in person, video is the best way to convey your personal brand message to those you with whom want to build relationships and business. For some it may even be the best approach; a well-crafted, practiced and perfected video message can convey an exceptional and memorable message.
3. Producing a video forces an individual to focus on their message, delivery, value proposition and differentiators. Knowing your message and differentiators and being and able to clearly convey it will allow you to more quickly educate prospects and your audiences about who you are, what you do and why you do it.
4. Without video you are not being competitive, you are actually at a competitive disadvantage without having video as part of your marketing. Your bigger, smarter and more marketing savvy competitors are using video and have been leveraging its power for some time. If you don’t have a video strategy, you are at least two years behind your competition and they are pulling ahead fast and your falling farther behind.
5. There are many types of video: TV News interviews, video podcasts, corporate videos, videos of speaking presentations, webinars, video conferences, live streaming video (Facebook, Periscope, MereKat, LiveStream, Google Hangouts and others) and how to and educational videos and TV and online commercials. YouTube, Facebook, Instagram, Vine, Snapchat, Blogs and other social media platforms have video elements. These are all conduits for reaching your audiences and building relationships and growing your brand and business.

For many, the thought of doing a personal brand video is a scary proposition; they simply don’t know where to start. This is a legitimate fear and challenge. The process of creating a quality video and regular video content takes a commitment of time, energy and you need to be confident in your ability. Confidence and the ability to present and communicate on video must be developed.

Where should you start?

Start by thinking about your customers, prospects, referral sources as well as allies and enemies. Who are they? What do they need to know about you? For some this may boil down to a simple elevator speech or pitch, for others it may be more complex. Remember, the video content that you are creating is for your audience and not for you. You must have a clear and understandable message, project this message properly, look the part, use the right body language and come across as genuine.

Starting to get complicated, right? Well it is complicated. It’s easy to set up a camera, lights and microphone. You can buy expensive equipment or even hire a professional video production crew. However, without understanding the message you want to deliver to your audiences, it could be a colossal waste of time, energy and money. The end product could make you look worse.

Let’s take a step back and discuss preparing. Over the past 25 years I have trained and prepared hundreds of people for news media interviews, many for local and national TV appearances. There is no greater pressure to perform than being asked to do live television. A live TV appearance can make or break a career, and we know the value of news media coverage is unmatched in its value for marketing. Why do I bring up live TV appearances? The process of preparing for live TV, or even a recorded TV interview, is the same that you must follow when preparing to make a video. The pressure may not be as intense and you may have a few shots at making your points, however, failure to think about your audience, message and the reason for the video will limit your success or even the ability to present effectively.

Once you craft your message, it is time to start practicing. Practicing for video goes beyond just memorizing or rereading a speech or talking points. For those seeking to be exceptional on camera, preparation will require an understanding of presentation and communication skills. How do to you acquire these skills? It takes a commitment to focus on yourself and your abilities. Studying, training with professionals, reading and learning are required. The best students we have worked with and trained are those who embrace this adventure. The investment of the time, energy and effort pay off in a product that is more than the powerful videos and TV interviews that are created. Individuals become better communicators of their personal brand message. They are more confident when speaking, networking and interacting directly with clients and staff.

Make the commitment today to get your video marketing program moving forward. Craft your message and get the training and coaching you need to present effectively.

Click here for a check list of 15 points to follow when developing your personal marketing video program.

Focus Friday is all about being more effective and successful in business and life activities. Focusing will allow you to save time and achieve goals in both your personal and in your professional life.

Have questions, need a resource? Contact me at wjcorbett@corbettpr.com.

Need to start creating a personal marketing plan?  Email the code PMP2016 to me at info@growyourpersonalbrand.com and I will send you a list of questions to ask yourself to get started.

Looking for some help setting up your LinkedIn plan? Visit www.growyourpersonalbrand.com

Join our groups on LinkedIn and Facebook.

wjcorbett@corbettpr.com

By Bill Corbett

Corbett Public Relations Long Island and the World 

@liprguy

@corbettpr

#FocusFriday – Focus on Your Message and Messaging

With so many platforms, strategies and marketing approaches available to us, it is easy to become distracted. Many gravitate to new, exciting and technology-focused marketing tools and social media platforms. However, what is marketing without a message? Understanding what your message is, crafting it and using it are important elements of marketing and business development.

On this #FocusFriday, take time out of your busy marketing activities and programs and examine your message. Ask questions, the answers may require you to hit the reset button or at least reexamine you message and how you are projecting it to your target audiences. The language here may be new to someone unfamiliar, but no matter: take some time to walk through this process and it will strengthen your marketing foundation which is necessary for long term personal and business success.

Message and Messaging

What is your message?

The definition of message. In terms of marketing, message is the underlying idea or theme in a marketing piece or communication, or the central or primary content or information that passes from a communicator to a receiver. When I think of message I think of what my organization is about and committed to and the value we bring to clients. Understanding your message – and it may change over time – is important. A clear and articulate message conveys confidence, success and ability. A powerful message and how you convey it is a competitive advantage and a differentiator.

Messaging

In the marketing world we often discuss messaging. What exactly is it? This is the process of how you bring your key messages relating what your organization is, what its mission is and why you do what you do. Your messaging focuses on the key points you regularly make when you communicate with your target audiences. Remember, messaging always connects back to your brand.

Clarity

Can you write it, articulate it and explain it? What good is a message if you can’t convey it to the audience? You message must be clear in its intent and purpose.

Organizational Acceptance

Is your message embraced by your organization and is is a part of how team members communicate with customers or prospects? This is vitally important and all team members must be on board and learn how to communicate and share your message effectively.

Message Projection and Consistency

Can the members of your organization explain it and convey it to prospects and clients? This is where regular training and review of your overall message and marketing messages becomes important. Remember, it’s all about focus; if we wander away from what is important, messages get muddled and this creates brand confusion. Consistency in your message and messaging eliminates confusion and keeps attention focused.

Talking Points

Do you have talking points that support your message? For example, if you were at a networking event and somebody asked you questions about what you do or your business could you easily convey your message and key elements of what you do and the value you provide? Preparation is important any time you or a member of your team will be “on stage” or in the spotlight. We regularly train people for TV news interviews which are typically short and to the point. Having three well defined and practiced talking points makes for a much better interview. In a business interaction you can use these defined talking points in the same way.

Value Proposition

Do you know what your value proposition is? The definition of value proposition is an innovation, service or feature intended to make a company or product attractive to customers. Sounds technical – and it can be. However, the point here is can you explain in easy to understand terms what value you bring to a relationship and the value that your products or services bring? Being able to articulate value and back it up with examples will give you a competitive advantage when presenting or when speaking with prospects.

Competitive Advantages and Differentiators

Do you know your competitive advantages and differentiators? We know that having an edge or competitive advantage puts you in a superior position over those in your market space. How you describe these advantages and how you are different in your approaches will allow you to stand out and attract more attention. Being different is a competitive advantage. If you have not taken the time to write down your key differentiators, do so. Take the time and assess how you do what you do, why clients choose to work with you and examine how you are truly different. Write these down and commit them to memory.

Why are we going through this exercise?  All too often I have been in the presence of fantastic business people. Many have great ideas, offer quality services and are leaders in their respective industries. Unfortunately, based on the way many communicate, you would never have the foggiest idea. Communicating, whether it is in person, online, or though video or audio must be done effectively and with a message.

Keep Focusing on your brand and your business.

Sources:

http://www.businessdictionary.com/definition/differentiators.html#ixzz42cn9qquW

Focus Friday is all about being more effective and successful in business and life activities. Focusing will allow you to save time and achieve goals in both your personal and in your professional life.

Have questions, need a resource? Contact me at wjcorbett@corbettpr.com.

Need to start creating a personal marketing plan?  Email the code PMP2016 to me at info@growyourpersonalbrand.com and I will send you a list of questions to ask yourself to get started.

Looking for some help setting up your LinkedIn plan? Visit www.growyourpersonalbrand.com

Join our groups on LinkedIn and Facebook.

wjcorbett@corbettpr.com

By Bill Corbett

Corbett Public Relations Long Island and the World 

@liprguy

@corbettpr

#Focus Friday: Focus on Learning and Understanding Marketing

Do you know how to market? Do you know what marketing actually is? Do you have a plan for marketing yourself or your business or do you simply take periodic actions or coast along? It is not surprising for people to learn that many individuals admit that they are not following a plan in terms of their marketing. Most people have limited or no knowledge of marketing basics and fall short in terms of experience. It is clear however, and I have been told this many times, that people know marketing is important but the dont have the time to learn or they are not sure where to go to start learning.

No matter where you stand today in terms of your personal marketing, understanding marketing and learning how to use it is critical for your success tomorow.

The questions I listed above are all important. The fact is that if you are involved in business development in any way or you are seeking career success you need to have a marketing plan. You need knowledge, tactics and strategies to succeed so it is time to start studying and learning about what’s out there and what you should be doing.

I was recently asked by a member of the media writing a story on networking where people should go to learn about personal marketing and where they should start. The first step in this process is relevant to this blog series – focus on learning and understanding marketing. Make the commitment today to continually learn about marketing, marketing trends and marketing technology. It is vital you stay up-to-date on the latest trends and strategies. I would like to provide you with a complete outline and strategies, however let’s stick with the basics.

What do you need to know?

Newbies to marketing or those who need a refresher need to start with the basics. Read and learn about the core elements of marketing. These include:

Goals – An observable and measurable end result having one or more objectives to be achieved within a more or less fixed timeframe. In more simple terms, where do you want your marketing efforts to take you?  Define your goals. Goals can be: How many leads do you want, how many closed deals do you need, or how much customer engagement do you require?

Message and Messaging – Underlying idea or theme in an ad or campaign. You message is the central or primary content or information that passes from a communicator (you) to a receiver (your audience/customers).

Position – An effort to influence consumer perception of a brand or product relative to the perception of competing brands or products. Your position’s objective is to occupy a clear, unique, and advantageous position in the consumer’s mind. What do you want customers to think of when they hear your name, your product’s name or your company’s name.

Value proposition – An analysis or statement of the combination of goods and services offered by a company to its customers in exchange for payment. What value do you offer that makes you or your product preferable to those of your competitors?

Differentiators – Unique features and/or benefits of a product, or aspects of a brand, that set it apart from competing products or brands. Being different is incredibly important; highlight what you do differently and this will attract attention.

Competitive advantages – A superiority gained by an organization when it can provide the same value as its competitors but at a lower price, or can charge higher prices by providing greater value through differentiation. A competitive advantage results from matching core competencies to the opportunities. We are all competing against each other for time and attention. What do you do that your competitors don’t or can’t?

Marketing assets – Customized content such as presentations, brochures, email campaigns, and other promotional items used to promote products or services. Your website, your social media sites, PR coverage and videos are all assets that should be used to market your brand and company.

Marketing vehicles – A marketing vehicle is a specific tool for delivering your messages to a target audience. They are particular channels within a medium that you use to get your message across. Marketing vehicles are contained within marketing mediums. Like your assets, these tools give you the ability to communicate with your audience.

Audience – People or market segment at whom a message or campaign is aimed. Your audience includes your customers, referral sources, individuals from your industry and all those who interact with your company/brand, staff, products and services.

Ideal client or customer – A subset of your potential clients. Ideal clients are those prospects who will provide you with the maximum return on your marketing investment. These are the individuals who will hire you or buy from you. Recognize the fact that every customer or client may not fit the “ideal” client category.

Ideal referral sources – A person or company that interacts with your ideal client prospects and is willing to actively recommend them to you. For example accountants are considered by many as ideal referral sources because they work closely with business and individuals. They know their clients needs and they are trusted advisors, when they make a recommendation it is often acted upon.

*definitions include information gathered from online resources including businessdictionary.com, activedemand.com, trackmaven.com, eyeswideopen.com.au, and lisacherney.com.

Where can you go to learn?

We are living in the age of online learning and the internet. You can use books, blogs, podcasts, online courses, seminars, training programs and event individual training and coaching. As a trainer and personal branding coach I find those individuals that make the investment in some one-on-one or small group training get the greatest value. This personal interaction allows the student to ask questions at and get answers at their own pace.

What should be in my marketing plan?

Your marketing plan should start with your goals and build from there. Check out this blog where I discuss your personal marketing plan. You plan should include a timeline as well as time and financial budget. How much time and effort you will spend are important especially for small business owners and solopreneurs. A timeline of activities is also critical. Map out when actions will be taken, identify themes and schedule activities that will take place during each month. This includes the preparation work that needs to be done the month or two months before a campaign is launched.

An important part of a marketing plan is assessing success. You must examine what works and what did not work. Learn from this process and move forward. Don’t give up on campaigns and strategies right away, some may take months or even longer to show results.

How much should you spend?

Typically 5 to 10 percent of annual revenues is the standard that most in marketing consider to be appropriate. However this varies depending on the industry, business and how aggressive you wish to be.

Where can I go to stay up to date?

As mentioned earlier, there are tremendous online resources that are free or not very expensive. They will give you the ability to stay up-to-date and see what competitors or others with similar businesses are doing or are planning to do. You can create google alerts on topics of interest, subscribe to magazines like Fast Company, Inc., Entrepreneur and others that provide quality content about marketing and business growth.

Learn by reading constantly and listening to podcasts. I find podcasts, while many have an underlying sales message, provide quality information and success stories. These are educational and motivational. Look to thought leaders, follow them.

Gary Vaynerchuck – #AskGaryVee podcast

Pat Flynn – Smart Passive Income podcast

Chalene Johnson – Build Your Tribe

John Lee Dumas – Entrepreneur on Fire

Tim Ferris – The Tim Ferris Experiment

All offer great content in terms of books, videos, podcasts, examples, tools, resources and more.

Finally, consider attending local or national marketing, small business or personal development conferences and events. These programs come with a cost, sometimes significant. The value of this focused time and effort can be immeasurable. The quality learning, inspiration and ideas can make a profound impact on your business. These are some events that you might want to consider:

Entrepreneur Magazine Events

The 16 Best Digital Marketing Conferences of 2016

14 Conferences Every Small-Business Owner Should Attend

Focus Friday is all about being more effective and successful in business and life activities. Focusing will allow you to save time and achieve goals in both your personal and in your professional life.

Have questions, need a resource? Contact me at wjcorbett@corbettpr.com.

Need to start creating a personal marketing plan?  Email the code PMP2016 to me at info@growyourpersonalbrand.com and I will send you a list of questions to ask yourself to get started.

Looking for some help setting up your LinkedIn plan? Visit www.growyourpersonalbrand.com

Join our groups on LinkedIn and Facebook.

wjcorbett@corbettpr.com

By Bill Corbett

Corbett Public Relations Long Island and the World 

@liprguy

@corbettpr