“Tinkering” – a casual playing or fooling around with no intended outcome!
Well, there you go. A pretty good description of how a lot of businesses view video as a marketing tool!
It’s easy to fall into that mindset when you know you should be using video but you haven’t budgeted time, resources or money to make it as an integral part of marketing your business. It’s odd how business leaders scrimp and save to get that newest piece of equipment or software to move forward in the marketplace but overlook the one thing that the market place is “yelling” for all businesses to give them – VIDEO!
Most smart business owners don’t try to “do it all by themselves”. They hire IT specialists, knowledgeable bookkeepers, experienced machine operators, savvy social media professionals, mid-level managers and etc. to assure the success of their business empire. But when it comes to video, well, there seems to be a huge disconnect. The “I can learn this and do it myself and much cheaper” mantra pops up its ugly head.
And before you know it, the “tinkering” has begun. Video for marketing suddenly becomes the company “hobby”.
Businesses that use this band-aid approach to marketing are always complaining. Personnel become overwhelmed and exhausted after constantly trying to find the cheapest and easiest way to achieve success in this complicated process. Implementing video in a marketing strategy is not easy and it does require constant monitoring and planning.
But when a company is committed to using video like a seasoned professional, and not as a “hobby” in their spare time, then results show up at the door. In the beginning, a lot time, effort and planning was allocated to create a dynamic company name. That same serious attitude is necessary now to produce a successful video powered marketing result.
Video has become ubiquitous with marketing success stories. It’s now part of the marketing thread. And knowing this to be true, it’s sad to watch many businesses struggle to embrace the importance of video today. It’s not wise to overlook the importance of a strong marketing strategy to achieve business success. Likewise, it’s not wise to overlook the importance of getting professional with video!
Remember... video is good for your business!
It was a great day until…
I had created my newest blog post and was in the process of sharing my post. When out of the blue, this disturbing message appeared: “we find this to violate our terms”! Without thinking, I suddenly felt like a “bad kid”. It felt like someone was yelling at me and I didn’t know who or where they were!
Throughout the day, I felt “out of sync”. Technically, I knew it was a “bot”. But it talked like a human. Therefore, I treated the message as coming from a human. (Even though I knew better!) This was my first encounter with a negative bot, and my emotions were dictating my response!
Well, twenty-four very long hours later I was discussing this encounter with a software engineer friend of mine. Without hesitation and with firm indignation, he began to “get on his band wagon” and pump me up with who I am vs who the bot is! He stated... "when considering AI (bots) remember, they are not human!" Whew, I needed a firm reminder of this!
Secondly, the bots have no rights (really, they don’t) to make us feel sad or inferior! They are here to serve us and make our life better, not worse. The bots only do what a human has told them to do. He pointed out that the message this company was programming their bot to send to me could have been more friendly and helpful as opposed to such a strong rebuke.
He reminded me it’s just "true" vs "false" coding and not an indictment against me as a human. It was time for me to “program” my mind to respond to bots as the master, not the servant!
Well, this was a very good learning experience for me. If you’re going to play in the sandbox of bots (the internet) then be prepared to take your “rightful” position and let them know you want them to play nice. So, I'm ready now and here goes…
Hey Bot, show me some respect! (and just for fun to reinforce the story, check out the video below.)
Marketing is always searching for new ways to talk to prospects and current clients. However, too much noise from the same source can be intrusive and unwanted. And sometimes there seems to be no answer. It’s a fine line for sure!
One day, several years ago, while scrolling through my stream on a social platform, I came across a cool image highlighting a current, upcoming holiday. The image produced an emotion in me that caused me to stop, look and listen to their message! Without the holiday as an “excuse” to solicit my engagement, it would have been a lot more difficult to grab my attention!
Have you ever considered the number of special occasions that are available throughout the year? (Click the link at the end and check them out!) There’s so many you could be busy every day, every month with new content for your target market/s! Amazing. Your marketing strategy could be energized every month with content that can speak in an effective, non-intrusive way.
And the best part of a special occasion marketing strategy is that, before you know it, they’ll be wanting more of your messages because it won’t seem like you’re selling, even if you are! The emotional impact will be powerful and memorable with the right images, videos and message.
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