What is inbound marketing? Inbound marketing is, effectively, drawing the attention of prospects to your business by creating content i.e. video, blogs, podcasts, newsletters, social media marketing and other types of content marketing In traditional marketing you go out and seek customers – with inbound marketing they come to you. Sounds ideal but just how easy is it in reality? It’s all about attracting people to your website, giving them a reason to check you out. So what is it that will attract them like bees to a honeypot? Having a good looking website is a start, then you need to be a prolific blogger, writing about stuff that shows you are an expert in your field and someone to be trusted. Regular, new content is the secret to success, informative articles about you, your product or service and your staff. Video – an absolute must – any website today without video is rapidly losing ground to competitors and losing profile and Google ranking. Visitors will stay on a site with video much longer, giving you time to show off your product or service. Video can take on many forms – an explainer video detailing what you do and what you offer, How to videos, testimonials, corporate events, and very importantly, a call to action. Not restricted to only your website, videos are vital for your social media, emails and news letters. The key thing is to be providing relevant information on tap at all times. It’s just there when people (read prospective clients) need it 24/7. The way people buy today has changed dramatically. They are far better informed and don’t rely on a salesman walking them through the pros and cons of a particular product. They’ve already done their research on Google. That’s the way I operate and you probably do to. Nothing frustrates me more than to go into a store to inquire about a product only to find I know more than the salesman. The end result is I do more research, makeup my own mind and the salesman ends up just taking my credit card. This is where inbound marketing works. If your website is compelling, your blogs show you to be the expert in your field, prospective customers will flock to your site, and conversion rates will soar. Traditional marketing is losing impact. We suffer from media overload – so many TV channels so many radio stations, we are bombarded by advertising. Even the good ads we are sceptical about. PVR’s the advertisers worst enemy However, the technological age has allowed us to fight back, PVR’s let us to record TV shows and fast forward through the ads. Many of us don’t watch shows live, preferring to record them first so we can skip the ads altogether. Technology is arming us with the tools to bypass the hard sell. Even our smart phones have a caller ID so we can weed out the cold callers. And those very same smart phones allow us to find and research any product or service we require. Lastest figures show a third of all internet access is via smart phones and that figure is growing rapidly. Information is as close as your smart phone Inbound marketing is non-invasive; it’s people coming to you to learn more about what you have to offer. The skill then is to give them what they want, in a non-confronting way, give them a reason to trust you, and a reason to buy from you. But each step is in the consumers’ hands. It’s up to you to provide the perfect platform to take them from visitor to customer and ideally repeat customers. The traditional way of attracting business is hugely expensive. For a radio or TV campaign to gain traction you need to spend tens of thousands of dollars and your ads can still get lost in the crowd. Print advertising is very expensive and it’s a shrinking market. While radio advertising production costs are relatively cheap, producing a TV commercial can be very expensive, and then you have to pay to put a campaign to air. Even with a generous budget you’re fighting for space among the big guys who have six and seven figure budgets. You just have to work smarter. Producing videos for a website is incredibly cost effective. You only have the production cost, there are no ongoing charges and that one video can be used on social media and email – three uses for the price of one. Video for EZ Finance Prospective clients often share your videos with friends and family, spreading the word even further. So up scaling your inbound marketing doesn’t have to break the bank, a good quality video or videos to start, then a well crafted blog. The importance of a blog cannot be over stated. Articles about your product or service will position you as an industry expert, someone to be trusted. But you must write regularly, fresh new posts are not only relevant to keep your visitors informed but it will go a long way to improving SEO (search engine optimisation). That means a higher Google ranking. Once you write the blog articles, post the link on your social media pages, and email your subscribers and contacts to help spread the word. Inbound marketing is relatively cheap to implement but does require ongoing effort, however the rewards are there to be reaped. The way modern consumers do their shopping has changed forever, and as such, your business must adapt in order to survive. The beauty is, the change to inbound marketing is far more cost effective and you’ll develop are much closer relationship with your customers. A win,win. If you think we can help you give us a call at The Video Professionals 8325 2746
What is it about the number 3? The number 3 exerts amazing influence on our lives. Artists and photographers live by the rule of thirds to compose a painting or a picture. Great orators and writers have long known that the rule of three gives their speeches and plays more impact, more humour, more memorability. “Friends, Romans, Countrymen” William Shakespeare from Julius Caesar. “Government, of the people, by the people, for the people“ The Gettysburg Address Abraham Lincoln “There are three kinds of lies: lies, damned lies, and statistics”– Benjamin Disraeli The Good, the Bad and the Ugly – movie Sex, Lies and Videotape – movie Slip, Slop, Slap – Cancer Council Australia skin cancer campaign. Then there’s The Three Little Pigs The Three Blind Mice Goldilocks and the Three Bears the Three Wise Men and the Three Stooges But why is the sequence of three so powerful? It seems it’s about the way we humans process information. We have become proficient at pattern recognition by necessity, and three is the smallest number of elements required to create a pattern. Andrew Diugan in his Six Minutes Speaking and Presentation Skills blog says the rule of three is a powerful speech writing technique that you should learn, practice and master. Falling into the “Rule of Three” is the whimsical, yet true saying about making a speech or a presentation “tell them what you’re going to tell them. Then tell them. Then tell them what you told them.” The Rule is equally relevant when it comes to humour. You’ve all heard the line “three guys walk into a bar”etc or from a TV comedy, a character might say to a bald person “Can I get you anything? Cup of coffee? Doughnut? Toupee?” So there it, is if you want to make an impression, hold your audiences’ attention and leave them wanting more – do it in threes. The Rule Of 3 is just as important in commercial video making, both picture composition and written content. When framing your subject move the camera so that the principal subject elements fall along one of the third lines, preferably at a point where those lines intersect. If you can’t re-position the camera to a good spot, try to move the subject (not easy of you’re shooting a landscape). A case in point would be the placement of the horizon line in an outdoor shot. Don’t center the horizon on your screen. Place the horizon on either the top or bottom third line. The Rule of 3 permeates many aspects of our lives. Three is the magic number that makes life more interesting. How has it impacted your life? If you have examples of how the rule of three works for you let us know.