It’s been a while since we’ve discussed one of the very foundational ideals here at MJTVgirl….your Ideal Client.
I have recently had the difficult experience of dealing with several people who are very knowledgeable in their business or trade with one small problem: they don’t know who they are. Why is that important, you say? Well, other than feeling completely lost, I imagine, that means they don’t truly know why they do what they do. That’s a big problem.
So – how does that connect to understanding who your “Ideal Client” is? It goes a little something like this: when you know who you are, you find it easier to see and understand what you have to give — and what you want to give. You also know what will work for you and what won’t work for you. Those important things get nailed down and all of a sudden its MUCH easier to see what you will DO and who you will do it for.
For example, our marketing firm Client Cycle Marketing offers marketing consultation. We have a program, we teach. We’ve built that program on a combination of who we are, why we do what we do and who we best serve with that information. There are certain kinds of clients who are generally successful — and certain kinds who are not. This is not a judgement in anyway — it’s just a truism. Some people respond better to certain types of stimuli — I work best with trainers who are engaged, supportive and generally curious about my goals. I do not work well with bullies. See? I know myself — and it works the same with you.
Who is your ideal client? Who is engaged and inspired by what you have to say or do? Who is not? Understanding these subtleties will help you build a practice full of clients who re-hire you again and again, rather than a bunch of clients who may work with you once and then you never hear from again. Which do you want?
The ROI Case for Video Marketing vs. “Doing Video”
August 27, 2012
I was talking with a potential client last week and when we started talking about video as a possible option to help him market his business, he slumped and said, “oh man….spend a ton of money on a video? why????”
That’s when it hit me….and I finally understood. My clients think a few things that I need to clear up:
1. video = tons of money (for no real return, they silently believe)
2. it’s HARD
3. it’s really really expensive.
You’ll notice that I put the money part down TWICE. The reason? Not enough marketers who recommend video truly understand HOW to use it EFFECTIVELY as a marketing tool (meaning: the return on investment is not explained well – or even at all).
Why is this? I am guessing at the number of ad and marketing agencies who regularly farm out video have only used it to make :30 spots and not TRUE CONTENT. OR…they are just video production houses who just want to make video content and have no true understanding on how to market the video content and show true ROI to their clients.
Eureka!!
A fabulous idea is born…. when you understand what good content and video content truly is AND how to promote it, it will become clear that as we progress in on-line marketing, video is one of the only true tactics that will effectively do a few things for your business:
1. Builds credibility and scalability. Your face and your message connect to the viewer — your clients get to know you and using video to do this is effectively like adding hours and hours of SELLING time to your week. It’s really hard to fake stuff on video — like a human lie detector, people intuitively know when you’re scamming them. In this case, don’t use video. For all of the rest of you legit folks, read on.
2. We learn better by watching than reading a bunch of dense text. It’s a proven fact that Americans now would rather watch than read. Over and over again, the numbers on video view instructions for a complicated process or product far outpace any written materials on websites of thousands of businesses. We just like it. That’s all.
3. Video can do a number of things well and why not take advantage of 1 and 2 when you’ve got no time and need to generate more sales? Video can:
- attract new clients and customers – utilized correctly in a variety of sites and campaigns, video content done for this purpose is like offering honeysuckle to bees.
- once you get the audience, you’ll need to engage them. Video is also #1 on the hit parade of all marketing tactics in doing this – create the right video for the target audience you’ve worked so hard to attract and they will begin to engage with you and even SHARE the videos with their networks — that’s the exponential effect that video sharing through social media can have on your business.
- nurturing your target clients and customers to up-sell and bring them more VALUE.
- and the Grand Prize of all the work of bringing in the new clients — CONVERTING them. Whether it’s sales or up-sells or referrals – video is unsurpassed at helping you connect on your CALL TO ACTION.
If you’ve made it this far in the post: here’s a freebie. WHERE DO I START??
#1 place? What part of my business is MOST CONFUSING and takes the most time for me to explain. Start here with your video thinking cap firmly in place. This topic should generate at least 5-10 videos, even for the most straight-forward businesses.
Tally-ho!!
[New Video] The Key to Saving Money on Marketing (hint: Always Be Ideal-Client Focused)
August 13, 2012
Strategy. It’s kind of a buzzword when we discuss effective marketing. That’s because the only TRUE way to be effective and efficient (i.e. save money) is to be laser-focused on your Ideal Client.
Don’t know who that is? Watch today’s video and think about this checklist:
1. Who needs what you have so much they will pay anything to get it?
2. AND who loves what you do?
3. AND who do you enjoy working with?
If they pass all three tests, you have yourself an IDEAL CLIENT.
Now, we all have made mistakes in our lives and in our work and sometimes, a day doesn’t go by without reviewing past foibles and correcting our marketing paths forward toward success. Quick, a show of hands: Wouldn’t it have been GREAT to have a crystal ball BEFORE you made those mistakes? Well, when it comes to video marketing and YouTube, here’s your crystal ball.
Today’s video is all about video marketing mistakes that 99% OF ALL BUSINESSES make routinely. Check it out and let me know if you’ve made mistakes that are worthy of the Pantheon of Goofs and Blunders (that cost lots of money and time).
Here goes….
How to Drive Leads with Video Marketing & YouTube, Pt. 1: The Overworked Entrepreneur’s Guide to Social Media
August 6, 2012
By now, you know video is what all the cool kids are doing.
But MAN…it sure can seem like a steep hill to climb, particularly when you have all that other stuff to do – like work that makes you money. Well, what if video could drive leads, increase sales conversions and attract new clients?
Video marketing and YouTube: video #1 in this week’s series. Questions?
The Video Video Course – did you get the password??
August 3, 2012
A slight goof in my plans….I do not think the password to the Video Video Course has been given out to all of you guys who have followed MJTVGirl recently. So, thanks to all for following and if you didn’t get the link or password, let me know. I’ll send it out IMMEDIATELY.
thanks and happy Friday to all –
MJ
mj@mjtvgirl.com
Pinterest is one of the newest kids on the social media block, but in terms of visually powerful media, this one packs a punch. If you are creating products and want to connect with potential customers – even LOCAL ones — Pinterest may be the one for you. It’s an on-line pinboard for all your pics – interests, art, work, hobbies, you name it. You have to “request” an invite, but don’t worry. They’ll invite you.
This is the time to jump on Pinterest, too…it’s just ramping up and you can get on there and experiment. For content creators (read: marketing folks or entrepreneurs like you) — creating visuals that people want to tie their identity to is the fastest way to get things (read: your brand, your “stuff”) SHARED on-line. Create with community in mind.
A couple of cool tips about Pinterest: you can connect with people you’ve never met right in your local area. Search for your city and then connect – it’s that simple. On Facebook, actually knowing the people is the pre-requisite and the polite way to use that social site. Not so on Pinterest — if someone shares an interest or likes your pics (or “pins”) they can follow you and share what you have to offer.
Follow. Follow. Follow. Follow a lot of folks. Upload a lot of pics and drive people to your site to purchase or see more – or both. Really – it’s just that simple.
Some basics: my video today. Why do Pinterest?
Yes, I know…you have a LOT on your plate. And now, everyone says, “you HAVE to be on Facebook!” It’s enough to completely burn you out – or turn you off.
So – want to get on Facebook and use it correctly? Understand — Facebook is a marathon, not a sprint. With that in mind, check out the video. Stay tuned — at the end of the video, there are lots of HOW TO tips!! (p.s. especially if you own a restaurant!!)
Now – a challenge. Are you on Facebook? What works for you? Write me a note and share with the community – and here’s a bonus: best story wins a little Amazon.com gift card.
I know….yes, it’s still a debate in some parts – particularly in the one-man-band, overworked entrepreneur segment, that social media is optional. To that, I say — well, depends on your strategy.
Nonethless….ya win some, ya loose some. This weekend, I had a chat with a small business owner convinced…no, CONVINCED that because his kids loved social media, it must be completely irrelevant for his business (that is not a strategy discussed around marketing tables, but whutever). Even if you only argue with YOURSELF, sometimes we all need to understand WHY these tools (if used correctly) can help.
I don’t try to convince, but this one time, I really couldn’t help myself. Here’s what he said….and here’s what I said…..and see if it help YOU when you think about how to use social media sites to attract new clients to YOUR business. Stick around ’til the end…some VERY important information about YouTube that we will continue to build on this week.
The upshot? Not all social media is created equally. It depends on what you want to ACCOMPLISH. Not every business can use Facebook successfully for every purpose. Sometimes, LinkedIn makes the most sense. The point is: it’s about your strategy — and your customer.
In the next few days, we’ll talk about how to think about each of the social media options that are out there and how to decide if that tool will work for you.
10 Things You Should Tweet
June 7, 2012
Here’s one example of me following my own advice….this article is a must read:
Love it!
mary jo cranmore
