By: Michael O'Daniel

Michael O'Daniel — Tue, 30 Jul 2013 19:28:22 +0000

Further to the above, when you produce clips for YouTube, don’t upload stuff you’ve shot on your cellphone. Hire a video production team and shoot professionally scripted (or ad libbed) and produced clips, with proper lighting, sound, makeup, graphics, and the like. It’s an excellent add-on to your marketing efforts at a modest investment and whatever you upload stays there for as long as you choose. And you link to those clips from your website and any marketing materials you send out.

By: Michael O'Daniel

Michael O'Daniel — Tue, 30 Jul 2013 18:39:43 +0000

I’m definitely a believer in engagement, feedback and interactivity, but I’m a contrarian when it comes to use of social media in a business context. It is possible to waste a great deal of time without seeing much in the way of measurable results. I make an exception for LinkedIn because it is business-focused and you can use groups and post messages that relate to your specific area of business. DO NOT make the mistake of using Facebook as a primary marketing channel. “Likes” and “friends” rarely translate into sales. Good old direct marketing, whether via snail mail or email; a well-designed website with user-friendly ecommerce capability, if appropriate; and other traditional methods still work. It’s up to you to use them effectively. This does not mean ignore social media, just be judicious about the amount of time you allocate to it as a support function, and do not get sucked into thinking it’s going to do magic. Personally, I think YouTube is one of the best tools for reinforcing your sales and marketing efforts in a business context. Keep the segments short, make them entertaining, and focus on one single message per clip.

Comments on: Turn “broadcast” into “engagement.”

By: Michael O'Daniel

By: Michael O'Daniel