Video Is Important To Small Business Marketing: Why?

Video Is Important to Small Business Marketing!  When I owned a gift shop in our small tourist town, I learned a lot by making all of those “new business owner” mistakes.  I’d like to take some of those back!  We weren’t “Big Box” and most independent Mom and Pop shops like us just don’t know how to market properly, so potential customers don’t know who or where we are.

As business owners, we have a limited pocketbook for our inventory, let alone for advertising, promotion and marketing. We have one or two or maybe even a half dozen employees (most of them underpaid, or unpaid family). We want to be good community stewards and we have goals for our future but putting all our ad budget into one ad campaign is all too often a lesson in futility and lost revenue because it just doesn’t work for us.

So, that’s exactly why I had to learn how to effectively market and build using video (and audio), rather than expecting the customers to come to me or by paying outrageous weekly and monthly print ad costs which, for my business, was completely ineffective.

Make An Impression Fast And Make One To Last

Let’s face it, micro-businesses are small. Micro, even. We can support ourselves (sometimes), but occasionally it gets snug in the ol’ wallet, right? So, we have to make impressions. Lots of them — to keep people coming to us, to keep them inquiring about what we have that they want, to keep them coming back to our websites or stores, and to just stay on top of the game.

We must make strong impressions fast. A business card is not enough any more. Local networking is great but it is time consuming and still impacts our wallets. Most micros don’t have the budget for television and even radio can be cost prohibitive, especially if you aren’t familiar with advertising, marketing or negotiating with agents in these fields.

The answer, really, is video and audio  (but I’ll talk about audio marketing in another article).  The reason is because now we can create it quickly, distribute it freely, edit it on our own time, then post it in a variety of online locations.  It costs zero – at least, it does after we have our equipment, website and software expenses covered. (By the way, don’t forget that when you do use this, you have a great tax deduction! Be sure to check with your accountant for the details).

So, how do we use video and audio to promote and market our businesses and still keep it within reason… and what tools, exactly, do we need to put all this together?  Let’s talk about it.

Determine Your Target Market and Where You’re Going To Post

At the time I first wrote this post, live video, such as Periscope, Meerkat and Facebook LIVE wasn’t available.  You could live-stream, but it was more than a bit cumbersome for those who didn’t have a proper vehicle to work with.

Short of having a separate broadcasting unit attached to our cameras and integrated with our laptop, we didn’t have the option to go live from a cellphone, so in just 18 months, the playing field has dramatically changed. Determining where your video is going to be the most effective, getting your conversions and sales, drawing hits/traffic and views and that ROI is important.  ClGFTn_UgAAg3d4

If you already use Facebook and have a large following there, it makes sense to stick with it. Be prepared to do some follow up with Facebook.  Even though it is now open to pretty much everyone, you may still be required to verify your account, as you will on Twitter and others so they can determine that you will be making use of the service in a good way.  Otherwise, it has the potential for great misuse by the unscrupulous – which would not be a good thing!

Video Can Be More Cost Effective and Bring Greater ROI Than Other Media

What’s also important when putting video into play is considering when and how (and in what programs) to invest to create videos yourself to post and embed in an assortment of viable locations.

Your laptop most likely has a basic moviemaker program that you can use to create and edit, although I recommend purchasing a program to learn and take your video up to the next level. PC Mag and CNet each have handy guides for checking out different programs and many are relatively inexpensive and easy to use. Other editing programs are much more extensive and likely to require separate instruction. Do your own due diligence and comparison shop and find a program or service to fit your needs and budget.

I have also included a link to  WeVideo in a segment below, so do check that out. As a cloud-based editing solution, it may be more cost-effective and potentially easier to use than installing and maintaining software, such as Cyberlink Photo Director, which I currently use to produce my videos.

What Will You Need?

Start with the message you want to convey.  What is it?  What is your story? When you write your script, do it free-flow so you can just pop ideas in.  You can whittle it down to an acceptable 45 seconds to 2 minutes afterward.  (Yes, you really can!)

I suggest you create your script as a word document first and practice it several times. Memorization is good, but depending on what you’re looking for, it may not be necessary. Once you are comfortable with the script, paste it into a teleprompter and have a go at creating your video.

To Prompt Or Not To Prompt?

There are free teleprompters online you can use to insert your scripts into; my personal favorite is CuePrompter; another is EasyPrompter but there are others. The prompters are great to work with, and you can adjust the speed to match your natural speech pattern. Be sure to save the document along with your speed settings so you retain a record of your recording.  You can change and update your script periodically. Of course, you can always spend a bit extra to get the upgrades but you may not find it necessary once you use these a few times. Once you get the hang of using it, you’ll get more and more natural.

Cameras and More

There are a variety of excellent digital video cameras or straight webcams you can invest in to get excellent recording and playback. If you plan to do most of your recording in a home or office environment be aware that you need a relatively soundproof area for the audio. Prices for quality HD webcams run from the lower twenties on up to a couple of hundred (as of 2016). Or you can go top-drawer and purchase a quality HD digital video camera.  Be aware that most webcams don’t have great audio, so you may need to also invest in a good microphone and then sync the audio after the fact.

As of this year, Logitech seems to have the best overall webcam in its’ HD Pro C920 model, with some of the highest ratings available.  Be sure to Google “webcams, by year#” when you’re ready since tech goes obsolete quickly.  Don’t check just one site though; check several, and be sure to read some of the online reviews of your personal top 2 or 3 models so you can see the good, bad and ugly for all of them and choose the one that most closely meets your needs.

For Facebook streaming, the brand new Mevo (use with iPhone) seems to be garnering a lot of attention.  It has some edit on the fly options that might be useful for a quick on-site production and is winning awards for its’ usage and consumer interest.

If you’re using a cell-phone, don’t despair! Cell phone videos are among the fastest growing video products out there, and there are producers in Hollywood and around the world doing amazing productions using them, which, in turn gives them greater acceptance and working reputation.

Try New Cloud Services:

You can also check out some of the newest cloud based platforms.  Cloud-based programs are beautiful because there are no downloads-you just click to access a dashboard or to perform your needed functions.

Talk Fusion: An entire suite of marketing tools!

TalkFusion allows you to embed videos into email and newsletter templates without sending your potential customers to outside websites (sites that enable your customer to see your competition right next to you – who wants a potential client to check out the competition?).  There are no true video editing features-you are creating on the fly or uploading a precreated or edited video to your personal cloud-based library.

Once uploaded to your library, you have options to then upload your video to more than 300 sites world-wide with the push of a button, though you will likely prefer to pick and choose the sites you upload to; doing so will most certainly build your traffic and website SEO to a much greater degree.

TalkFusion has the option of being either a multi-level marketing program to build your own business or you can make use of it as a customer-only, making use of the multitude of templates in which to embed and send your videos out to the world (or to your potential customers).

TalkFusion also boasts the building of a brand new RTC (Real Time Communication) client in it’s “Connect” program-a technology that they believe will eventually disrupt or force the Skypes, Google HangOuts and others either out of the arena or find their way to the TF level of service.  In 2016, their Video Chat service was voted 2016 WebRTC Product of the Year Award from Technology Marketing Corporation (TMC), an online marketing leader with a 20-year legacy of honoring technology companies across the globe.

Because it’s a direct marketing company, TalkFusion starts with a one time buy-in that can be increased depending upon the tier you want to start, and then has a monthly fee to maintain your services.  Or, for those that prefer to, you have the option to sign up as a customer only and use the services without the ongoing “opportunity” pitches.

WeVideo: Editing Software For Everyone

Another interesting cloud-based video program which works hand-in-hand with video creation is WeVideo.  WeVideo touts itself as a powerful and easy-to-use cloud-based collaborative video editor. With a Free-To-Try option, it starts at that level with a 5 minutes per month, with 1 GB of storage, publishes only in 720p, and basic features along with the WeVideo watermark embedded. The next level is 30 minutes anytime, 2 GB storage, 720p publishing, some premium features and eliminates the watermark for $20.00. Moving up to 1080p will cost you $39.00 for the entire year, will get you 20 GB storage, but only 5 hours editing time (for the entire year) along with some (not all) of the premium features.  The final level at $69.00 per year will allow 1080p, unlimited storage and unlimited time. (You might even get a better deal during holidays, so pay attention to specials from this company!)

Levels 1 and 2

The first two levels allow you to publish to popular forums: Vimeo, WeVideo, YouTube, DropBox, Facebook, Twitter, Google Drive, DailyMotion; whereas the upper levels will allow you to publish to WeVideo, Vimeo, Google Drive, FTP, DailyMotion, YouTube, DropBox, Facebook, Twitter, Box, Wistia, and Vidcaster for a few additional options.

Music Library and other Goodies

The online music library available is 22 songs for the free version, and paid versions have a 100 song library to choose from.  Finally, the 3 lesser versions of WeVideo don’t allow for some of the best functionality in the $69.00 per year version, which includes Custom Branding, Call-To-Action, Redirect (Sales Funnel) Landing Page, Priority Processing and even Multi-User options.

For a small business, having a tool like WeVideo, rather than constantly upgrading complex video editing software every year might be what you and your business need.  And with a tag-line like “Full creative control-no experience required”, WeVideo has an immediate “like” factor for those who might be intimidated with actual editing processes and the “Ick Factor” of dealing with software upgrades.

Originally, it was touted as a Flash-based program, but with the end of Flash, it has obviously been upgraded to reflect the newest and best in video service.

Enterprise Version

Finally, WeVideo offers one last service to be aware of: Enterprise.  The Enterprise version offers Scalable Storage and Publish Time, Customization and BrandingOnboarding and Account Management not available at the other levels, Integrations, High Availability and Premier Support (and who doesn’t like being treated like they’re better than everyone else! This level requires a little extra effort on their part, so call for a quote.

Contracts or No?

There are no contracts, so you can cancel without notice. Be aware though, that at the lower levels, you can create and publish, but if you go over publishing time limits, you will need to pay to upgrade.  Also, even though additional users are supported, they do need to get their own “license”.  Check all the fine print, talk to their customer support for more details.

Who Else Might Help You With Video?

If you don’t want to go through the process of learning the software or purchasing the hardware (or using your cellphone battery up constantly), consider going to your local college and discussing with the instructors of graphic and digital design or other video classes to see if they can help you create what you need: perhaps as a class or group project. Just keep in mind that it will be more of a one-time thing and may not meet your future needs and not all college classes may allow it.

Local Community Cable Options

Community video services may be available in your area and allow you to produce and self-promote your own local “cable” show. Equipment stays in house, and volunteers man the hardware. It may not all be free the way it used to be, but you might be able to find sponsors to help you with the overhead for an event or program like this.

You can also consider live streaming online – we enjoy using Livestream or Ustream for our broadcasts, but like many folks, have gone over more toward Facebook LIVE due to its’ simplicity and built-in following. Be sure to learn how to record and access the shows after you cast so you can repurpose them on your website or in emails.  You might even have your sponsors pay for an upgraded subscription.  Many of them will work with you when you provide more online and on-air shout outs about their businesses, or include them as guests from time to time — or if you, as the local celebrity do voice-over ads for them.

So then what do I talk about or do?

When you’re the local expert, you can talk about pretty much anything you want to and if it promotes local business or charitable events, you can build a nice following.  That said, if you’re going to include music, be VERY careful.  You MUST obtain the appropriate rights to use, or you can be held liable.  Fines for copyright infringement are not likely to be easy on the wallet, especially if it winds up in court.  A discussion about scripting and “what to talk about” on your program will be discussed in another article.

But I don’t think I can do all that!

If all else fails and you just don’t see how you can do it all, get out your wallet. There are plenty of companies out there who can provide you a valuable service, get you the return on your investment and get you started on the video marketing road to success, many at very reasonable prices.

So, who says this is important for my business?

Interactive video is the wave, and if you check the statistics, I’m pretty sure that you’ll see that you need to invest in video. Check out some of the facts at MediaBistro, in fact, and see what’s happening on many of the major social networks. It won’t pay you, as a  small or micro-business owner to ignore what’s right in front of you.


Connie Dexter Spicer is a Vero Beach Florida geek and multiple business owner, dedicated to encouraging micro and small business owners to step outside their normal routines and take a chance on new technology and knowledge. Connie coaches local small businesses and speaks publicly on such topics as: “Marketing on a Shoestring Budget”, “Building Your Business with Technology”, and “Video and Your Business Website: Why It’s A MUST”. Her interest in music brought her and husband David Spicer into the mobile DJ industry where they also produce video and audio for business websites and perform at many specialty and charitable events.
Follow her on Facebook, Twitter and more under handles Connie Spicer, DJ; CN Starz Entertainment; and @cnstarzchannel.

Cost Remediation Saves Business Big Money

Don’t Bleed Money

When looking into most businesses, especially those with 20 or more employees, there are certain things that are clearly evident — costs are sky high and benefits are low.  So, how do businesses improve on their bottom line without bleeding out?

piggy bank

I did a radio spot the other day and, among some of the events and businesses I was promoting, I mentioned that I represent a company that does cost remediation audits. Afterward, one of the guys looked at me with a very droll look and said, “I can’t believe you said you do cost remediation. That’s terrible!” When I asked him what he meant, he stated that all he heard when I said that was “people were going to get fired” and lose jobs, “and that”, he said, “was a very bad thing to promote”.

Since it wasn’t my primary topic for the show, I hadn’t thought about how it might come across to someone else, but to be clear, cost remediation covers an entire spectrum of events in business, not just staffing and personnel choices. Our company prefers to leave your personnel to you, the business owner and to look at the processes you already have in place that are costing you more than necessary – maybe even tens of thousands or more than you were expecting. Wouldn’t it be nice to get some of that back? And wouldn’t it be even better to have a structured plan in place to prevent it from happening again?

What is Cost Remediation?

Let’s look at this logically: what is cost remediation, to begin with? In our case, cost remediation is the act of determining where a financial issue is within a company, determining the root causes and then making it right (remedying the problem) so that the business is moving toward or enhancing profit, not adding to a loss. When a remediation audit is performed, it is a discovery process, designed to look into your business systems to see what you’re doing right and what needs improved to save you money.

There are processes every day in business that can be checked for improvements. If you have looked at your bottom line before and reviewed your cost sheets, then you know certain things are going to cost your business money — but through remediation, it may not cost you as much AND you now know what to look for and how to fix it yourself, so going forward, you can realize a greater savings.

Go ahead. Get out your profit/loss and look at all those expenses you have and ask yourself, “can I (or can someone in my business) reduce these expenses? Which expenses do you look at and groan about? Worker Compensation? Health insurance? Maybe it’s a retirement program or business or commercial property taxes that has your stomach in knots. There are more than 20 different areas (besides personnel) that can be causing your business to lose big, and reducing your overall profitability.

Pull your cost sheets. Material costs? Labor and other overhead? How do you reduce what is there? Now that you reviewed your largest company dollar eaters and determined that, yes, you might be able to save some money, then what? Do you have time to sift through the available resources to resolve the issues you see and to correct, change or eliminate the cost-mongers altogether?

One Big Waster

Some big cost categories can be huge wasters, especially the bigger the company. I’ve heard many times how often CFO’s complain about the staggering costs of Worker Compensation — but what they don’t know is that more than 70% of companies are actually overcharged (yes, 70%) by their respective insurers.  Auditing Worker Comp can bring huge dividends, not just because the audit can fix it for you this year and moving forward, but because the audits can go back up to seven years in some states, bringing your business potentially thousands, or tens of thousands in refunds.

If you can’t (and most folks can’t because you’re running a business, not trying to put out fires) and your staff is already inundated with their own responsibilities, it may be time to have someone else have a look.

Most remediation services are there to streamline processes, not to axe your staff and create a fearful work environment. Don’t let terminology bog you down from saving your company tens of thousands or even hundreds of thousands of dollars in wasted, unrecoverable expense.

#cost #remediation #financial #businessprocesses #workerscomp #savings #bottomline #profitloss

4 Tips To Posting In Facebook Group Pages – For Small Business

Social media interaction

Do you know how to drive people to your pages using a Facebook group post? Here are a few tips that might help bring you some interaction and drive more traffic to your page or to your business website.

Make sure you have a BUSINESS page to promote

Many small and micro businesses make the mistake of using a personal page for their small or home-based business. The problem with this is that they keep the page private — or at least too private to get business except from their friends. Start by building your “business persona” by creating and building a business page. This page should be integrated with your business website or personal blog. It will help drive traffic when used properly.

Don’t make another personal profile. You want your personal and your business persona to be linked so you can easily work in between the two pages. Keep your personal stuff personal and private. But if you want to do business – do business. Anything less is throwing money and professionalism away. If you’re playing at business, people will figure it out and they’ll go to someone who means business.

When you post to a group, courtesy and common sense should prevail

A) Don’t overdo it. (admins don’t have that option – they are trying to oversee the group!). Posting too often comes across as spammy and pushy.
B) Don’t underdo it. Posting once and then ignoring the group isn’t real effective either, especially in most business-oriented groups. Be involved enough to learn who you’re doing business with and interact with them. This goes for ANY social network, not just the Big Three.

If you post pictures or video, you want to drive traffic to your page and website, so do it right!

A) Don’t post a ton of pictures to the group page, because no one will want to look at them all on a group page. But

B) DO create and post a photo album to your OWN business page. It can be as many pictures as you want — but if you’re promoting something specific, stick with that item or that event; then:

Go to the group page, post your Facebook business page link in the first open thread with the comment to “see the photos (for your awesome event or product or service), click on the link just below”; then:

In the comment beneath that, post the album link. Make sure your photos and your business page are PUBLIC. If they are not public, who is going to see them? The answer is “no one will see them”, your link will get ignored, and few comments will be made about your business.

If you’re posting a video, you still want to post it beneath your Facebook page link, although I prefer to have folks interact directly on my page, it really depends what I am posting about. Again, if you are the page admin, the rule might work a bit differently; video is much more personal and interactive.

(BEST PRACTICE-posting your business page link first means that people will see if they have already LIKED your page or not, and they will be more inclined to do so, especially if they think they may need your services.)

Finally, learn how to use the “Save this Link” feature on many pages so you can go back to it and review it later

This only comes up if the post has an external link to another website, blog post, or a video or photo album. So, use these options if you don’t have time to review a post or you just want to get back to it later on. And if you want people to come to your pages, Give them links to click. Posting a single (as in one) photo is fine-it helps drive the traffic too, but use a one-two punch to do it.

Making use of the group pages to which you belong is important for driving traffic and building that all-important SEO… but more than that, the more time you take to learn simple best practices with any social network, the more effective your in-house marketing efforts will become and the more conversions you can expect.


Connie Dexter Spicer is a Vero Beach Florida geek and multiple business owner, dedicated to encouraging micro and small business owners to step outside their normal routines and take a chance on new technology and knowledge. She has been blogging for many years, and currently maintains 3 websites and a number of social network pages. She has been coaching local small businesses for the past several years, speaking publicly on such topics as: “Marketing on a Shoestring Budget”, “Building Your Business with Technology”, and “Video and Your Business Website: Why It’s A MUST”. Her interest in music brought her and husband David Spicer into the mobile DJ industry, where they now produce video and audio for business websites, and perform at specialty and charitable events.

Follow her on Facebook, Twitter and more under handles cjspicer1, Spice of Life Studio or CN Starz Entertainment and cnstarzchannel.

Patchington Holds Benefit Party For SafeSpace

Patchington’s holds awareness campaign

In order to bring awareness to the difficulties faced by those in partnerships and marriages where there is domestic violence issues, clothier Patchington’s, an up-scale boutique with 24 stores along the east coast and Florida, held a series of events to encourage locals to donate their gently used clothing and items. These items go to organizations that each of the Patchington stores choose to benefit.

I interviewed Janet Farnan-Dyer of Safe Space who filled me in on how much impact events like these are for women and children in need of protection. Safe Space is more than an organization, it’s a hidden haven for those who might otherwise not survive an attack by a significant other and, often with nothing but the clothes on their backs, women and children have to start over. Safe Space provides shelter, clothing and all the basic necessities most of these folks will need to get back up on their feet, and move on to a better life situation.  Be sure to check out the video interview:  Safe Space

At the boutique on Ocean Drive, Vero Patchington‘s representative, Pamela Bennett, had local vendors in to showcase their wares over 3 days’ time.  Many encouraged friends and family to attend and donate as well as shopping at Patchington, who offered significant discounts on many of their store items.  The organization they are sponsoring, SafeSpace, runs up and down the Treasure Coast, offering help and support for literally thousands of women and children since its inception 35 years ago.

Vendors at the event included Angela Speck of Speck Interior Design; Crystal Ploszay from “Your Personal Artist; Robin Patton of Florida Event and Wedding Planners; Nancy Johnson, the Plan B Laughing Lady and, of course, Ms. Vero-Patchington herself, Pam Bennett, who also brought the SeneGence line of products into the store event.