Category Archives: Articles

The Two Best Ways to Market Online: Guest Post

All the Buzz is pleased to offer this guest post by William Skuba, Director of Marketing at Enable, a web design firm offering affordable web design, graphic design and marketing for small businesses.

The Two Best Ways to Market Online

online-marketing-graphicI hate the word “marketing.”

Whenever I use it in conversation, I immediately see the person I’m talking to lose interest. His or her eyes glaze over, he gives a canned response like “Oh cool,” and I know he isn’t listening anymore.

And I don’t blame him.

What does the word “marketing” even mean? I hardly even know what it means, and I do it for a living.

The fact of the matter is, the term “marketing” has become a vague, meaningless term from decades of overuse. You see self-styled gurus on Facebook offering reports on: “Top 7 Secrets of Marketing,” or “The Content Marketing Hacks That Made Me My First Million.” And you see YouTube ads trying to sell training courses and webinars about how you too can make millions from home simply by starting a digital marketing agency.

But none of us really even knows what they mean by marketing.

So let’s not use the words “marketing,” “awareness,” or “engagement,” or any other buzzword. Let’s just be honest about what we all need for our businesses.

We need more customers.

Marketing revolves around these two questions:

  1. Who do you want to reach with your service or product?
  2. What do you want them to do?

We need to find people that want our service or product, and then tell them about our business in a way that appeals to them.

Here are the two best, most universal, ways to appeal online to ALL clients in ALL industries via ALL media:

Testimonials and Video

Online Testimonials

When you think about it, how do most people bond with each other?

Answer: By complaining.

97% of people who have a bad experience with your product or service will tell their family and friends, and 57% of them will tell their coworkers. On the other hand, only 87% share good experiences with family and 40% with coworkers.

People write about the experience they have with you on FaceBook and review sites, and these reviews can be either good or bad.

What you want are more GOOD testimonials that provide a clear trust indicator for leads and prospects, showing others like them have how they have used your service or product to solve their problems. These testimonials actually target your leads and prospects.

Where do you get online testimonials, and what do you do with them?

  1. authoritative-reviews-link-google-my-businessAuthoritative Reviews
    Has an industry expert mentioned your business in a positive light, or has a local newspaper spoken positively of your business? Reach out to them and ask if they will post their review on your Google My Business review page.
  2. Post-old-reviews-Grade-usOld Reviews
    Connect with old customers. Using us, you can create a custom link that opens the review box for your Google My Business profile. You can even create a custom link with a 5-star rating already listed, just awaiting their confirmation click. Click the link here to get a feel for it.
  3. Prominent Reviews
    Post your reviews prominently on your website to show your visitors what your clients think of you, because 84% of people trust online reviews as much as they trust friends and family members.

video-shootOnline Video

Producing a professional video can help your business. Statistics show that 88% of website viewers spend more time on a website with video than without, and one-third of all online activity is watching a video.

In fact, site visitors are four times more likely to watch a product video than read a product description, and 74% of those who watch a product video go on to buy the product. Video produces results.

  1. Professional Video
    When reading website copy or viewing products online, you may be inclined to take their descriptions with some skepticism. After all, if the business owner is telling you how great his business is, you may not be apt to believe it since he is too invested in the outcome.However, if you have a conversation with the owner and he goes through his work process, showing you results and explaining why and how he does what he does, you are more likely to believe him.Video adds a level of professionalism, trust, and a personal touch to an otherwise impersonal situation (reading someone’s website). In one study, 57% of consumers say that watching a video makes them more confident in online purchases.You might think videos are too expensive to consider, however, while dropping two to five grand on professionally-shot and edited video production might be out of your budget, you can create FaceBook Live videos and video messages for little or no monetary outlay.
  1. Amateur and Live Video
    In addition to a professionally-produced video, you can also continually release FaceBook live streams of yourself working on a jobsite or giving business tips to your followers.  Most cameras have a video capacity, and purchasing a computer camera is also not a huge investment.Likes and shares grow by 20% on live video streams, according to MediaKix.com. Additionally, live videos are watched 3x longer than non-live videos.Giving your followers a glimpse of you at work or a quick look at you in person (not in polished, published form) is great for building trust with you clients.

Search Engine Benefits of Posting Online Video

Finally, Google also loves video. For example, if you have a video produced on a certain topic as well as a blog post, Google is going to give preference to the video in organic search rankings. In fact, 70% of the top 100 search listings on Google are video.

So with all the positive benefits that viewers and consumers are showing about video, why aren’t more businesses using it?

The answer is unfamiliarity. People are afraid to use what they are unfamiliar with. While video is not a new technology, it might be a new online marketing tactic that more business owners need to employ. The payoff for online visibility and credibility is worth the effort.

Will-Skuba-EnableWilliam Skuba is Director of Marketing at Enable Web Design. He is passionate about sales and marketing, and is always looking for more efficient ways to do both. When he’s not creating new content for Enable, you can find him spending time with his family and friends.

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Washington Post Reports Writing Skills Rising on the List of Job Requirements But Failing in Candidates

Washington_Post_logoThe Washington Post published an article on Sunday, August 13, 2017 titled “Writing skills are rising on the list of job requirements–and falling in candidates,” by Jeffrey K. Selingo.

Selingo continues to reports hearing an interviewer from government contracting firm, looking to hire proposal writers for federal agencies, complain about “how difficult it is to find good writers these days.”

“According to national surveys, employers want to hire college graduates who can write coherently, think creatively and analyze quantitative data. But the Conference Board has found in its surveys of corporate hiring leaders that skillful writing is one of the biggest shortfalls in workplace readiness,” Selingo said.

“That’s why so many employers now explicitly ask for writing and communications skills in their job advertisements. Experience in writing and communications are the most requested job requirements across nearly every industry, even in fields such as information technology and engineering.”

Need a Good Writer–or Writing Training? Contact All The Buzz

The most successful businesses realize that how they communicate with their customers can either make–or break–their sales, so they don’t leave the marketing copywriting up to their staff. They bring in an expert to write their website, sales materials, brochures, direct mail, proposals, and other important marketing collateral.

All the Buzz has conducted corporate training classes in how to be a better business writer, and worked with executives to assist with their writing skills. If you need writing training, or desire a great (and award-winning) business copywriter, contact All the Buzz.

–excerpted from washingtonpost.com/news/gradepoint

Running a Home Based Business? Keep Doing It!

woman-working-from-homeMany an entrepreneur has started a business from home. You might recognize some of the more famous names: Jeff Bezos (Amazon.com), Steve Jobs and Steve Wozniak (Apple), Sergey Brin and Larry Page (Google), and Walt Disney (Disney). These men all started their companies from their garages.

In 2013, Small Business Trends reported that 69% of startup and 59% of established businesses were home-based. Even more interesting, the 2012 Global Entrepreneurship Monitor report stated that more than half of U.S. entrepreneurs continued to operate their businesses from home long after they had been established.

There is no stigma in stating that your business is run from home. In fact, there are many smart reasons to continue doing it Continue reading →

Article: National Aquarium

diver-at-natoinal-aquarium-baltimore-maryland-linda-barrett-all-the-buzz

Diver at the National Aquarium, Baltimore, MD

There’s something about seeing your story in print that never gets old. I also find it especially thrilling when my photographs are also printed, as in this beautiful montage for my article about the National Aquarium (see photos and story here) in the May/June 2016 issue of Viva Tysons magazine.

Have a story you’d like to see in print? Contact All the Buzz to find out how we can help.

 

 

Author Finds that Sometimes Publicity is Just Serendipity

I foolishly knocked my carriage clock off the mantle while cleaning one day recently and was heartbroken to see its shattered condition on the marble hearth. So I picked up the pieces and took the remains to a local clock shop.

The news wasn’t good. My clock was so badly broken that all that could be salvaged was the Seth Thomas brass face. A customer standing in line behind me, carrying his own broken mantle clock witnessed this transaction and commented on how beautiful my bright clock face was. He thought, in fact, it might fit into his own clock, which had a tired, faded face.

We held the face up and it seemed to be a perfect size match. He purchased it from me on the spot.

You Never Know Who’s Listening

While he was waiting for the clerk to research his problem, we struck up a conversation. It turns out he’s an author and has just published his second book: Titanic’s Resurrected Secret–HEW.

Having done a lot of reading about the Titanic and its survivors, I was interested–not only in the book, but in this fascinating man and his stories. Continue reading →

200th Anniversary of the Star-Spangled Banner | Linda Barrett | Articles

star-spangled-banner-Linda-Barrett

Actual size of the original Star Spangled Banner as shown on the Star-Spangled Banner Flag House, http://www.flaghouse.org.

This week marks the 200th anniversary of the Star-Spangled Banner…both the national anthem and the flag that appeared so proudly over Fort McHenry during the War of 1812.  Here’s an article Linda Barrett published about it that appeared in the July/August issue of Viva Tysons Magazine (including her photographs).

As you can see, the flag was quite huge. Read the article to find out just how large the original flag was, and how the anthem came to be written.

There are also some fun facts about our American Flag that you probably didn’t know.

Read: Long May She Wave

Promoting tourism is just one of the things we do at All the Buzz. We’d be glad to help you get your company’s story in the news too.

 

Idylwood Grill Restaurant Article | Linda Barrett | Articles

Idylwood-Grill-Falls-Church-VA

Idylwood Grill, Falls Church, VA

grilled-lamb-shank-Idylwood-Grill-Falls-Church-VA

Grilled lamb shank

One of the really fun aspects of being a writer is when I get to write about food.  Or wine.  Better yet: food and wine. Check out this story called “Idylwood Grill & Wine Bar. Great Food, Great Wine, Great Friends” I published in the Jan-Feb issue of Viva Tysons magazine. I highly recommend eating at the Idylwood Grill.  It was–no kidding–fabulous.

For a Taste of the Old World, Get Thee to a Meadery…or Cidery | Linda Barrett | All the Buzz

apples and ciderRead Linda Barrett’s newly-published article highlighting the latest additions to the 2013 Virginia Wine Guide: Meaderies and Cideries.

Explore the differences among the variations of Mead, and learn how heirloom apples make a difference in Cider’s long history.

Read For a Taste of the Old World, Get Thee to a Meadery…or Cidery here.

Published in Viva Tysons, March/April 2013

Inc. Magazine’s Best Industries 2013

Specialty Cruises are hot

Specialty Cruises are hot

Looking for the next big trend? Inc. Magazine just released its 2013 list of “Best Industries” and found these 8 best launching pads for business in 2013. Continue reading →

Arthur Murray Dance Celebrates 100 Years | All the Buzz | Linda Barrett

Arthur Murray thought he was too awkward and lanky to dance, but look what happened to him! In this article, writer and president of All the Buzz, Linda Barrett explores not only the 100 years since Arthur Murray first introduced ballroom dancing lessons, but the love and romance behind (and within) the dance community.

Read the article that appeared in Viva Tysons Magazine: Put a Little Fun in Your Life…Try Dancing.