A Marvelous Application of Video Marketing

A recent conversation with a business owner yielded a perfect application of video to enhance marketing efforts.

The business owner in question performs very specific home renovation services.  This is a field in which word of mouth and referrals are critical.  But these are time consuming and can only go so far.  However, there is a way for him to demonstrate the quality of his work and his business ethics, and that is photography and videography.  A set of brief videos can showcase work the business owner is doing, how he approaches and solves problems, and best of all, his warm personality.  Combined with a list of referrals and endorsements, a curious prospect can visit the business owner's web site and see exactly what they can contract for.

Video has wider application as well.  It is a fantastic way to provide value-added by sharing pieces of information, answering frequently asked questions, or explaining particular products and services.  And for even the most bashful business owner video can warm up their presentation.

One concern:  While videos are extremely easy to create today, consider contracting with a professional rather than upload shaky or otherwise inferior videos.

Bottom Line: look at videos to amplify marketing that can do so much on a 24/7 basis and which greatly benefits the customer and prospect.

Meeting the Challenge of Differentiation

One of my largest professional networking groups is chock full of practitioners in certain industries, most notably real estate brokerage, financial planning, and insurance brokerage.  It has been intensely fascinating to me that most of these good people don't differentiate themselves from competitors, and in some cases apparently don't try.   The unfortunate result of this is a series of nearly identical "commercials".  I deeply sympathize.  It isn't easy to truly stand out.

What to do?

The secret to effective differentiation is to narrow focus to a laser thin beam.  I advise people to write down a (short) list of experiences, skills, products or services they offer that no one else does.  And then talk to that.

Let's take our real estate broker, for example.  We will know immediately that the person has training and (presumably) experience with real estate.  We will expect them to be licensed, certified, and knowledgeable.  What won't we know?  Does she represent certain communities or neighborhoods?  have a background in education, knowing schools very well?  Does she have expertise with certain types of properties?  have demonstrably high sales metrics?  have special success moving difficult properties?  and so on.

Another way to approach this is to explain success solving client problems or needs.  For our broker, can she talk about a recent sale where her skill set made the difference and a happy ending?  Or how she makes connections with her clients and serves them?

And one more thing.  Please don't tell someone you are different and then leave us guessing how!

Bottom line:  Sometimes less is more.  By focusing narrowly on a critical difference with a competitor, a business can stand out more noticeably.  As you seek to differentiate yourself, think about the seemingly small ways you help other people.

Five Steps Small Businesses Can Take to Better Market Themselves

Yesterday I was asked if I could share five ideas of things businesses do wrong when marketing themselves.  That sounds so demotivating, so let's cast this as five steps a small business can take to step it up!  Same thing, perhaps, but a better tone.

#1.  Refocus on your target customer.  Too many businesses adopt a philosophy that they serve "everyone" or several different segments at the same time.  It's vital to decide what one, laser-focused segment is your true target and aim marketing messages to them.  If others buy, that's great, but they cannot be the place you spend time and money.  Let's face it: advertising of any kind is expensive and the highest return on every dollar spent will be the customers who are most likely to buy.

#2.  Take a good look at your messaging.   Do the messages you send when promoting, advertising and selling work together?  Can a customer make sense of what you offer?  Can someone clearly describe you, your products and services, and how you can help them?  Can they easily confuse you with a competitor?

#3.  Find that point of differentiation.  Most businesses operate in a highly competitive space where consumers find it difficult to understand how one provider differs from another.  Your messages are much sharper when you can find a way to stand out, positively, from other choices,  Don't make it about price.  Do you have a unique skill? use special raw materials? provide extra value?

#4. Engage with your customers.  Use tools like an email newsletter, blog, social media platform, and video to make your products and services so much more personal.  Create value added by sharing ideas and information, asking questions, and stirring up excitement with contests or special events.  People like to do business with people and every chance you have to engage boosts the chance someone else will refer business to you.

#5.  Be picky with social media.  There are (too) many social media platforms out there and I can absolutely guarantee that not all of them are appropriate for a given small business.  Too many small businesses spend huge amounts of time posting and interacting at too many sites.  How many do you currently use?  Weed out the non-performers and focus on the top three or four.

Bottom Line:  Every business can take its game up a notch.  Can you sharpen your focus, tighten your message, find ways to engage more actively, and stand out a little better?

Differentiation Can Work Against You!

In the course of business networking I have the benefit of hearing comparison positioning from many business owners in very competitive areas.  That is, positioning their products and services in large part by referencing the defects in alternative choices.

These are variations of the old "Brand X" model where a product was seen as vastly superior to "Brand X" (a thinly concealed and well-known competitor) on some carefully selected basis.  Always in these product (and service) comparisons the basis is carefully selected!

Let's start this discussion by applauding any business from doing something to stand out.  In my view, that's absolutely essential in competing.  One can't be content to trust that the consumer will identify the business' strengths.

But the very real danger is what I see too often.  There is differentiation on shaky grounds.  Either the comparisons are disingenuous ("My product is 100% safe, cheaper, and has no downsides") or begs proof ("I pick stocks better than others"), or is simply banal (the infamous pizza box claim "You've tried the rest now try the best!")   I can't tell you how many times my skeptic radar kicks on and causes me to shy away from learning more about the business.

I do have willingness to trust claims that can be provable.  For example "I was trained in France", "I buy my ingredients from local farmers", or "My product is in more locations in this city" are all easily tested.  Or, if the business has test reports, independent market research, etc. to support their claims.

Bottom Line: Especially in a competitive market, differentiation from competitors is essential.  However, choose comparisons with care.  If making extraordinary claims provide proof or a means by which the consumer can ascertain the truth for him- or herself.  Always avoid superlatives that are over-the-top, unprovable, or patently incredible.  Your brand will thank you!