Social Media Marketing

Secrets of Authentic Video Marketing with Steve Washer

Want to bond with clients and prospects quickly? Video is just the thing for you. Of all the marketing mediums it's the closest thing to "face-to-face"...without being, know.

And that's the real power in video. Never mind that prospect's don't read much...they'd rather sit back and watch, than read. Never mind that Google loves video and often give your videos a preferential nod in the search results. Never mind that video proves again and again an asset in selling in advance.

Video is where it's at...and where your marketing should be going. But you've got to do it in an authentic way...and I know just the guy to help.

This week on the Small Business Marketing Show, I interview the "Sherlock Holmes of Video Marketing", Mr. Steve Washer.


Steve shares some great tips on how to start out with video marketing and what key's to think about as you design your videos.

AND...he's invited you to the Video Superhero Summit where he'll be presenting on May 17th.

To find out more about Steve Washer and grab his fantastic "Fast Start Video Marketing Kit" (it's free) go to

Steve's got a TON of great video information on his site...check it out.

Your Social Media Marketing Questions Answered

Social media, social media, social media... Its all the buzz with the kids these days, and whenever I give a speech or a seminar I get peppered with questions about lets do some QA today.

QUESTION: Whats the best social media for business?

STEVE: Email. (and you're thinking What?) Yes, email is the original social media and still the king of the hill.

The Direct Marketing Association says email marketing puts $43 in your bank for every $1 you spend (the numbers have been in that ballpark for years and aren't going away anytime soon).

If you don't have an email marketing program in place you're nuts.


QUESTION: What should I post to my Facebook and Twitter feeds?

STEVE: They say variety is the spice of solid information that educates your prospects and clients (and moves them to the next step in the sales process). Mix it up with other useful and interesting stuff from other sources.

Next question...

QUESTION: How do you keep up with it all?

STEVE: Automate it! Use tools like HootSuite, and Sendible to schedule a batch of posts all at once.

One more...

QUESTION: Steve, is anyone making real money or getting quality leads from social media?

We have a sharp one here...

STEVE: A few are...but most businesses have been lured into the promise of social media (to get customers for free) and been slapped up-side the head with reality...its takes work (a lot of work) to turn a social media friend into a client.

Good old fashioned direct response marketing (online and offline) is still the best, most effective and most profitable way to attract clients. If it ain't broke, don't fix it.


P.S. Learn the 9 reasons I love direct response marketing and get 31 ideas to market your business inside my free e-book 7 Deadly Marketing Sins That Will Kill Your Business Click here to download.

How To Use Video Marketing To Get More Clients

Online video marketing is the most effective tool to attract more of your ideal clients on the Internet. But it’s overlooked by too many small businesses when they think about social media marketing. Video marketing is cheap, easy to do and it’s great for search engine rankings AND for getting more clients. Here’s why…YouTube is the 3rd largest website in the world behind Facebook and Google (yes, Google’s now #2) in terms of number of visits per day. YouTube is also the #2 search engine behind Google. So there are a lot of eyeballs on YouTube that you’re missing if you focus all of your social media effort on Facebook and Twitter.

Video marketing is about attracting your IDEAL clients with relevant, high-value content that targets prospects early in the buying process, while they are still looking for information and options to solve their problem.

Video marketing is not a replacement for traditional commercials. No one watches them on TV, why would they choose to watch them online. Here are seven strategies to help you get the most from video marketing in your small business.

  1. Be authentic. Be yourself…don’t try to act or be anything you’re not. Seems obvious, but I see a lot of businesses create videos that clearly don’t represent them. If you’re small, own your smallness. Don’t try to fake being big. If you’re filming a customer testimonial, tape the ACTUAL customer in their words. Don’t script it. Just be authentic. Simple.
  2. Use video to answer common questions. We all get the same questions over and over from potential clients. There’s nothing wrong with that, and those questions make great content for your videos. Put them on a page on your website and send prospects to it to get questions answered. You’ll leverage your time and you’ll serve your prospects by giving them the answers they want.
  3. Educate, educate, educate! Video is the best way to attract your prospects at the very beginning of the buying cycle…when they’re looking for information. That’s the ideal time to attract them and capture them as a lead in your system. (Mainly because your competitors won’t do the work to grab them and follow-up this early in the process.) Once you’ve got them, you can send them emails with links to more educational videos. Each one builds relationship with the prospect AND allows you to set the buying criteria in their minds before there’s much competition.
  4. Pick your keywords to get ranked quickly. Video is absolutely amazing for getting you ranked on the first page of Google’s search results. I’ve seen it happen for clients in as little as 18 minutes. Typically within a week or two they are showing up in more than one spot on the first page…that’s what we call domination. Critical to getting results like that are the keywords you use to help the search engines find your video. If you pick a keyword with 1 or 2 million competing web pages you’ll have a tough time getting ranked. But if you pick a keyword with few competitors it might not have any traffic. Choosing keywords is an art…be patient it takes time to develop the skill.
  5. Distribute to YouTube and beyond. YouTube is great and your videos should go there first. But don’t stop there. You’ve invested time and money to create a video. Leverage your investment by putting it on the 10-15 top video sharing sites on the web. The search engines LOVE these video sites and will often find your video there and rank it high. Maximize your chances of being found.
  6. Use video as a shortcut to creating other forms of content. Every video I create is transcribed and turned into an article. For each 2.5 minutes of video you’ll get about 500 words typed. The article can be posted to your blog or to article marketing sites around the web for even more search engine juice. I also strip the audio portion out of every video and post it as a podcast to the top 4 podcast directories on the web. Again, 2.5 minutes of work is going to be sent to up to 30 places on the web…all pointing back to my website.
  7. Use video to get more clients to your other social media channels. Facebook is a fan of video too. Every video you create can be posted to your Facebook page and shared with your followers on Twitter and LinkedIn. Those three sites in particular are great distribution points to get your message out beyond your followers.

In the end, it’s your authentic message that gets clients. Your videos are the perfect place to communicate your message and give value to your prospects.

Your Homework

Step 1 is to understand how video marketing fits with your strategy to get more clients. From there you need to spend some time thinking through what types of information will attract your ideal clients and help them navigate the buying process. This can be very simple if you’re selling gifts for example…or very complex if you’re selling enterprise computer software.

Step 2 is to identify and acquire the tools you’ll need and build a system to make it easy to create, edit and distribute your videos. At a minimum you’ll need a camera, a lapel mic, editing software and distribution software (this saves hundreds of hours vs. uploading each video to every video sharing site). For a little more money you can get an inexpensive lighting kit and green screen to create your own studio.

Step 3 is to do the work. You’ll need to invest time and thought into the content you’ll deliver in your videos. You’ll also need to invest some time in shooting, editing and distributing the videos. Choose your keywords by asking “if I were a prospect how would I search for my solution?”. Think in terms of the problem you solve, not the product or service you offer.

If you’re antsy to get more clients online and build an authentic relationship with them, you’ll want to find out more about the “Local Domination Video Marketing System”, a system we created to give you the tools you need to launch your video marketing program and be successful. It guides you through the process of developing compelling content for your videos, teaches you how to shoot them and then takes care of the often complex editing, keyword selection and distribution tasks for you. To learn more about the system send an email to to schedule a “Get Acquainted” telephone session.

How to Keep Facebook From Sucking the Life Out of You

We've now taught hundreds of business owners how to grow their businesses with Facebook, Twitter, blogs and the other social media tools. With total confidence I can tell you that the #1 gripe we hear from these entrepreneurs is "But I don't have time..." And, frankly, they're right. (You thought I was going to say..."but you can't afford not to be on Facebook, etc.) They don't have time and you don't have time to use these tools the way "normal", low-achieving people use them.

So let's talk about smart strategies for automating, delegating and putting boundaries around social media.

First, all of the tools--Facebook, Twitter, LinkedIn, your blog, Plaxo, FriendFeed (and 1000 others)--can be linked to the big boys: Facebook, Twitter and your blog. So instead of updating all of the services you're on, you should really only be actively updating 2 or 3 sites.

Second, Most "normal" people decide what to post when they sit down in front of the computer with Facebook's piercing question "Steve is ________________" staring them in the face. Smart social media marketers approach social media as they do all other forms of media. They plan campaigns.

To do this, block off 30-minutes to 1-hour per week to plan your social media marketing messages for the week.

If you're really cool, you'll include your assistant, the teenager you're paying $10 per hour or some bright, young, hip person on your staff. You tell them what the messages will be and THEY are responsible for making it happen throughout the week.

You can use tools like to schedule Twitter posts in advance or to update all of your sites at once (or even better use them together).

Finally, depending on the type of personality your company has, you may want have direct contact with your social media followers. We encourage it.

But you don't need to do all of the posting. Automate you're marketing messages like we've described, and then pop-in to Twitter or Facebook to answer questions and join conversations. This is great filler for that 2-minutes when your between meetings.

Social media should not suck all of your time. It's just one of many forms of media that you should be using in your business. Give it the time it deserves, and no more.

Tips-N-Tricks: How to Delete Extra Profiles on Facebook, Twitter & LinkedIn

Do you have multiple profiles on Facebook, LinkedIn or Twitter? I am often asked how to delete the extra profile, so this post will walk you through how to get rid of the extra/unwanted profiles you may have. LinkedIn - Log in to your unwanted account. First make note of any connections that you will want to re-establish with the profile you are keeping. Yes, you will have to re-connect with each one, but it is a small price to pay to delete the extra profile.

Next, click on Accounts & Settings (top right of your screen). Under personal information (right hand column), click on close account. Then, select the reason you want to close your account and click continue. Continue to follow the prompts to close the extra account.

Facebook - Log in to the facebook profile you would like to delete. Make sure you keep track of friends you want to invite to your permanent profile, you will need to send new friend requests to move them over.  Next, click on settings and then scroll to the bottom of the page. The last option is deactivate account, click. Select the reason why you are deactivating your account, then click deactivate my account. You may have to enter a security check, enter the letters on the screen and click continue. Your account is now deleted.

You may also want to delete a page you created, to delete a page, look for the following icon at the bottom of your profile.  Click on the "f" to the right of applications, and you will see a list of pages you have created.

Once you have the list of pages, look to the right of the name and click on delete page and follow the prompts.

Twitter - Log into the Twitter account you want to delete. Just with the previous two sites, make note of any people you want follow. You can also send a tweet letting your followers know where to find you. Once you are within the account you want to delete, click on settings. Scroll to the bottom of the page and click delete account. Continue through the process until your account is deleted.

Tips-n-Tricks: How to Seperate Business and Personal Posts, Pictures and Friends' Comments on Facebook

What if you don't want your business friends to see the pictures from your family Bar-B-Q, or you have a crazy friend that posts to your wall?  What can you do?  In the past people have setup two profiles, one for business and one for personal.  Personally, I just think that is too much work.  Also, it is inevitable that one of your business contacts will find your personal profile or visa-versa.  Why complicate your online presence? Now, you don't have to worry about mixing business and pleasure.  Within Facebook, there are settings that will allow you to utilize Facebook for both worlds without concern for who sees what.  Isn't that exciting!  So let's show you how to control who sees what.

First, you will have to log into Facebook. Next,  you will create friend lists.  To group your friends, click "friends" at the top of your screen.  From there, you will see a menu on the left side of the screen, look for "lists" and then click on friends.  You will know you have found the right option when a screen opens and you see a list of all your friends with their profile pictures.  At the very top of the list, there is a button that says, "Create New List," click that that.

You are almost there!  Now think of the first name you want to group your friends by.  You could use work, family, relatives, best friends or distant relatives.  Type the name in the box at the top.  Then click on each person that fits within your new description.  Once you have selected the friends that fit within your new "list", click create list.  You will know your list was  created successfully when it appears under "List" on the left hand menu.  Create as many list as you like, but simplicity is best.

Keep in mind, you will be selecting settings based on the lists.  That means if you want to limit your business contacts from viewing your pictures, you have to make sure all your business contacts are within your "work" list.

Now that you have your lists, you can start locking and hiding things from certain lists.  Now, click on "settings."  This option is in the top right of the screen, the wording is white within the blue Facebook box at the top of the screen.  Then, click "manage" on the privacy settings line (second from the bottom).  Once you click manage, you will have four choices (Profile, Search, News Wall & Feed and Applications), click on Profile.

The good news is you can limit certain friends from seeing certain things on Facebook.  The bad news is not all of the settings allow you to limit certain groups of friends.  The following Facebook features can be limited by "lists" of friends: photos tagged of you, videos tagged of you, wall posts, education info and work info.  So how do you lock down things like pictures?

Within the privacy settings above, such as videos tagged of you, select customize from the drop down menu.  Next, select "some friends" within the screen that opens.  I box will appear, this is where you indicate which "list" of friends can view the information.  Enter the name of the list that you want to be able to see your videos.  You can also select individual names (maybe from your business contacts).  Once you save these settings, only the lists indicated will be able to view your videos.

Continue to go through each setting designating what lists can see different items within your profile.  Now you have a profile suitable for business and personal use.

Friday Feature: How to Lead Your Tribe

Marketing is about gathering together people who want what you have. You, the marketer are the leader of this group...and people are dying to be lead. There are too many choices and too little time to analyze every decision, every purchase. So we all rely on leaders to filter the choices for us. Your job as a smart marketer is to become the leader in your market. The expert who's opinion is valued, who's concerned with the well being of your 'tribe' as Seth Godin describes in this Friday Feature video.

Do you agree with Seth? Do you think he's full of #$@%&. Post your opinion in the comments below.

One of the best tools for gathering together your tribe and communicating with them is social media. We've put together a 24-page guide to using social media in your business. Download it free.

Happy Friday!

Why You'll Never Succeed at Social Media Marketing

Dear Business Owner, I write to you today with great sadness. I've come to see that you will never achieve the success that you, frankly, deserve. You've looked at all of the 'new media' and 'social networking' tools as fad. It's not your fault. In the beginning you were right to be skeptical.

As you sit back, continuing to promote your business using the old 'tried and true' methods you've used for years, your business is slowly disappearing from the world.

Your yellow pages ad that worked so well doesn't pull anymore. The 15 second TV spots you've been running for years, aren't working. In a few months new telemarketing rules will render the phone useless as a sales tool. Your print ads look good and make you feel proud, but you silently wonder are they still sending out those magazines...because your phone isn't ringing.

Hey, like I said, it's not your fault. Your customers just decided to spend their time using this new thing called the Internet. They decided that it's better to TiVO their favorite shows...and hit the fast forward button when your commercial comes on...that's not your fault.

Those crazy customers decided to join Facebook and Twitter and spend more time having a virtual party with their friends instead of reading the newspaper with your ad in it.

So you decided to get a Facebook account (I know, you're not sure about Twitter yet, after all, what self respecting business person 'tweets'). You've connected with an old high school flame or two...but you're not sure how to turn that into the millions you've heard you'll make with social media.

You read that every business needs a blog, but damn, you've got enough to do. And who the hell wants to read what you'd write anyway.

So you'll never be successful at social media marketing. And your business is slowly disappearing. I can't find you in Google and my Twitter followers referred me to your competitor. I love his YouTube videos...

But it's just a fad. And you don't have time this week anyway.

With Regrets,


Getting Started with LinkedIn - Top 12 Strategies

If you are like most business people, you have probably been sent an invitation to a site called LinkedIn. Then, if you are like the majority of us, we delete the link thinking, "Oh no not another site that I have to sign-up on." So, you are probably reading this right now, going yep...that is me. Why should I register on the site, normally sites like that just send me junk and fill my inbox with worthless email? I can tell you from firsthand experience, there are plenty of sites out there that want you to register and then send you spam 50 times a week. LinkedIn is not one of them. LinkedIn is a powerful networking site, creeping up on popular social networks like MySpace and Facebook. The benefit about LinkedIn is that it is entirely business focused. So, are you interested yet?

What Can LinkedIn Do for Me?

I have been asked the above question more times than I can probably count. My answer to everyone is always, "LinkedIn is a great way to find people. We all go through life never really knowing everything about our work colleagues (sometimes even our friends). LinkedIn has allowed me to read someone's business history in a single screen. The site also helps me understand who they know and network with."

Some interesting facts you probably did not know about LinkedIn:

* The average number of LinkedIn connections for people who work at Google is forty-seven. * The average number for Harvard Business School grads is fifty-eight, so you could skip the MBA, work at Google, and probably get most of the connections you need. Later, you can hire Harvard MBAs to prepare your income taxes. * People with more than twenty connections are thirty-four times more likely to be approached with a job opportunity than people with less than five. * All 500 of the Fortune 500 are represented in LinkedIn. In fact, 499 of them are represented by director-level and above employees.(

Top Reasons to Use LinkedIn

1. Building your Reputation. LinkedIn is a great tool for people to outline their experience, accomplishment, organizations and network. Too often I have seen incomplete profiles. A crucial element to get LinkedIn to work for you is to make sure your profile is 100% complete. Include all your previous employers, groups you belong to, your "advertisement", websites and other important information. LinkedIn is also becoming a place where employers find candidates, so if you are job hunting, this may be the place for you.

2. Find Qualified Candidates. Ever struggled looking for an employee? If you are like me, it is a love hate relationship. I want to find the best candidate because it will benefit the company, but weeding through all the applicants can be exhausting. Well, how about using your network to find employees? For my last two positions, I hired individuals that came recommended, yes I said recommended, from my network on LinkedIn. LinkedIn has a great job posting board, which is also very inexpensive. Even if you don't want to field unknown candidates, you can send out an email to all your connections.

3. Find New Connections. Have you ever felt like sometimes you see the same people at the networking events? Would you like to meet new people? Use LinkedIn and do a search. For example, let's say I want to meet Architects. I just go to LinkedIn and type in Architects in the search box. LinkedIn will search my contact's contacts and return the results. The best part is it shows me how I am connected to the person, which can then be used for introductions. I ask Joe Smith to introduce me to his friend the Architect. LinkedIn also provides results of what they call 3rd degree friends. Essentially, your contact has a contact that knows the architect. It seems complicated, but it is a great way to expand your network and your friend's network. Try a search, see what happens. LinkedIn also has introductions, a tool they offer to give you an introduction to a person you want to meet.

4. Increase your Google Ranking. Ever wondered how people's names come up so high up on Google searches? I do not have the secret Google formula, but I can tell you a well written LinkedIn profile earns a high rank on the page. The not so lucky are the people with common names, like Joe Smith, but, the more you have information like LinkedIn (or Blog articles), the better your Google ranking.

5. Make your meeting go smoother. I was once introduced to a contact who knew all about me before I ever met him. He even went on to tell me who we knew in about ice breaker. All he did was search for me on LinkedIn and viola....all my history and information. I have to admit, from a bird's eye perspective it sounds a bit creepy, but sitting in the meeting it was not. I was actually relieved to have something in common with the person. He, of course, told me he had viewed my LinkedIn profile, which took all the creepiness away. I thought after that meeting, what a great way to learn about someone, search for them on LinkedIn.

6. Ask for or Give Advice. In the question and answer section of LinkedIn, users can post questions and answer questions. For example, if you are a computer hardware expert, you would scroll through and try to answer questions relating to your specialty. What does this do? Well, it builds your credibility as an expert in your field. On the other hand, have a question you want some peer advice on? Ask the LinkedIn users. I have scrolled through the Answers section many times and I am always pleased with the responses I have read, always very professional.

7. Scope out Competition, Customers, Partners. I, like most people, use Google or another search engine to see what information I can find out about my market. The market includes your customers, competitors and partners. LinkedIn is a great tool for research. I especially like it because you can usually see where a person worked previous to their current position. Knowing that information provides a much more in-depth picture about the person or company. Another key advantage is to see what groups your customers or potential customers belong to.

8. Groups. LinkedIn just added a new tool to search groups. The groups range from networking groups to Alumni groups to Company groups. Groups can be a great tool for networking. For instance, I am a member of the Alumni group where I went to college. The group is quite large, but I can search within the group for prospective clients, partners or competitors. I use the group as a common thread when trying to talk to or meet with people. For example, "Joe I see that you are a member of XYZ Alumni group, so am I, what did you study?" There are many different ways to use the groups and their members as leads into conversations. As a plus, when you join a group you can show the group on your profile. The benefit could be others see the group and find they have a common thread with you.

9. Recommendations. LinkedIn has created a system where your contacts can recommend you. I think it is a wonderful tool. Now, when I am searching for a product or service or even a new connection, I can read what other people have to say. I know and you know, we can talk about how great we are till we are blue in the face, but when someone else confirms may have struck gold. Leverage the power of LinkedIn to get recommendations and be sure to give them as well.

10. Help Others. The saying is Give and You Shall Receive. Use LinkedIn to introduce people you think would be a good match. You can easily do introductions to the people with LinkedIn's inMail. The nice thing about giving a contact more connections on LinkedIn is that no one wants to be the person with the least help out a friend and send them a contact or two that makes sense for them. Part of helping others can be helping them use LinkedIn. Most of the people I have met have done very little research on how to use LinkedIn to its full potential.

11. Use it on the go. LinkedIn is configured to be able to use it on your handheld device. While you waiting at the airport, doctor's office or another waiting area, log into LinkedIn and network from anywhere. Just go to  Now you can just browse to the apps on your iPhone or Blackberry.

12. Setup a company page.  While this is still "technically" in beta, it is a good place to get more exposure online for your business.  Setup your company profile information and at the minimum, as people view your profile, they can get more company info if they choose.

I hope you start getting more from LinkedIn! And while you're at it, drop me a line at

How to Use Social Media in Your Business

It feels like you can’t turn on the TV without hearing someone talking about Facebook, Twitter or blogging. If that all sounds foreign to you, don’t worry, we will catch you up. But how can all these fads help your business? Believe it or not, social media marketing can help your business. BUT, it is possible to waste a lot of time, so make sure you have a plan.

Social media is no longer for teenagers talking about what party they will attend this weekend. Social media has evolved into a new way to talk about you, your company and what you do. The catch is, you have to first establish yourself. If you enter the social media world without first earning the trust of your followers…you just become another “sales” person in cyberspace.

In all honesty, the rules of the game are not all that different from regular business. Think back to networking, isn’t it always better to give a referral before you receive? The more you give the more you receive. The same is true in cyberspace.

To get started, the first site you should setup a profile on is The site is completely geared towards business and if you are not on it, sign up as soon as you finish reading this article.

LinkedIn is a great tool for business because you can use it to make new connections (make new friends), learn about people (it is a mini resume), learn who your friends know and show off your expertise.

My favorite experience with LinkedIn is when I used it to find a new connection. I was once introduced to a friend of a friend. Before talking to her on the phone, I went to LinkedIn to see if she had a profile. I found her profile and realized we had a common friend. Once we started the conversation, I broke the ice to ask her if she knew Sara. We spoke about how we knew Sara and we had a warm friendly conversation - a GREAT ice breaker. No longer was the call a “cold call” but a friendly warm conversation. We ended up not being able to do business, but many referrals were sent back and forth.

LinkedIn also has question and answer sections on the site. This is a great way to help others and be able to showcase your expertise on a subject.

Finally, you can use LinkedIn as a tool to introduce friends, you do not have to do anything other than send an email and you get TONS of credit for your efforts.

So get started with social media and join LinkedIn. If you want to get your connections list started, send me a request to connect. You can reach me at

Another great tool for business is blogging. Blogging has become the most cost effective and easiest way to stay in front of your clients. In the end, social media is cool, but if it does not do anything to help your business, it is worthless. So, let’s tie blogging to your business.

The most important part of your marketing plan should be consistent interaction with your customers. Blogging is just that! An easy way to stay in front of your clients. It also serves as a way to help keep your website fresh and updated. Since you have all the great content for your blog, find more uses for it. Use your blog articles in your company newsletter, submit to article sites like or even submit them to the local paper. Make the most of your content and do not be afraid to reuse material.

Hopefully, you are excited and want to setup your blog. I already know your next question…yes I am psychic. How much is this going to cost?

Well, here is the good news, you can get started for free! Below are some sites to get started:

Once you get your site up (or if you have one already), send me a link –

LinkedIn and blogging are the two places most businesses should make sure they have a presence. Other social networking sites include the popular Facebook and Twitter, but not every business should be on every social site. Believe it or not, there are over 15 different categories of social media, such as photo sharing, podcasts, RSS, video sharing, social networking, micro-blogging, event sharing, article submission, bookmarking, music sharing, document sharing, wikis and more. The possibilities with social media are endless, which is why you must have a plan - or you will end up wasting a lot of time.

I recommend that each business examine the different types of social media and decide on 2-3 different types (or sites) to get started on. Focus on 2-3 types and decide how much time you will dedicate to keeping them updated each week. Go in with a plan and you will be successful.