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?
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.
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.
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).
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?