Why Industrial Companies Should Use Video - Business - Business Ideas

As recently as five years ago, it was only BtoC companies doing anything with video on the Internet to entice customers. That was BG - Before Google. Before Google acquired YouTube, that is. That happened in 2006, and at the time, YouTube was mainly used by "the young folks" for sharing personal and music videos. Then everything changed. With each passing year, video has become increasingly important to not only BtoC companies, but manufacturers and industrial companies as well. There are good reasons for that, and here are a few of them:

1. A survey conducted by video ad company YuMe revealed that 49% of respondents said they watch videos on the Internet every day.

2. In that same YuMe survey, 66% surveyed said they watched more online video now than they did a year ago, and 40% said they expected to spend even more time on the Internet watching videos in the future.

3. Video delivers substantial SEO benefits. According to Forrester Research, video increases the chance of your website landing on the front page of Google search results by 53 times. Did you get that? You're 53 times more likely to come up on the front page of Google with a video than with text alone. That's what I call an impressive statistic! 4. Forrester also reported that emails containing video deliver two to three times the click-through rates of emails without video.

5. Some individuals are much more comfortable "learning" through visual, as opposed to written communication. For this segment of your target audience, video is your best bet for reaching them.

6. No matter how well written, text can never quite compare with video in demonstrating how a technical product, piece of machinery, or system works.

7. Video makes any company look more authentic, more credible, and depending on the content, more human.

8. The greatest copy in the world cannot engage and move an individual to action the way a well-produced video can. Video sells - literally. Why do you think infomercials have made millions for inventors of ho-hum products?

The quality of the video itself is not quite as important as the content. In this early phase of video use by industrial marketers, much is forgiven. We're in the stage of new technology adoption, comparable to the romance stage of a relationship. Many flaws are excused as we view the industrial companies stepping out with videos on their websites, YouTube, Twitter, and Facebook as courageous pioneers and technically savvy marketing leaders. Isn't that how you'd like your company to be viewed?

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The Right Way to Admit You Made a Mistake in Business - Marketing

This isn't my typical "how to" marketing communications article; but it does have to do with business communication and it happens to be especially relevant to me at the moment. Mistakes: we all make them - right? Yet who hasn't run across people in business who find it impossible to admit when they DO make a mistake by deflecting blame elsewhere; don't know how to properly apologize and offer assurances that they will work on the issue that caused the mistake; or simply out and out lie in order to avoid taking responsibility? I know I certainly have. In fact, I once "fired" a customer that was in the liar category. She not only lied when things went wrong - she pointed the finger at my company and its employees. Life is just too short to lose sleep over people like that. . .

I was recently reminded of the RIGHT way to handle a personal business mistake when I had ads that went out with uncorrected errors for a client. The uncorrected errors were the result of both my own and my graphic designer's carelessness. For me personally, it was a case of too many deadlines crashing in at once (I was about to leave on vacation), too much distraction (children visiting from out of the country), and relying too heavily on my graphic designer to get it right. I'm not blaming my graphic designer. I'm the account executive and art director; I'm the one directing the designer; and I'm the one who should ensure that every communication that goes out for my clients are exactly what they expect.

I knew before the magazines hit the streets that the ads contained errors. There's always that moment when you realize you've made a mistake and this is the moral turning point. It's the time when you either pull up your big girl (or boy) panties and proactively address the situation; start looking around for a scape goat; start working on the cover up lie; or just plain stick your head in the sand and hope nobody discovers what happened. (Of course, I chose to take the proactive approach.)

Regardless of whom the mistake affected (customer; your employer; co-worker, vendor, etc.) or what the consequences were as a result of the mistake, here are some steps to follow the next time YOU screw up royally in business.

Act quickly. An apology seems forced when your mistake becomes known to the entire world. Take the high road - as soon as you realize the mistake, communicate with those who will be affected by it.

When possible, apologize in person. Someone very wise encouraged me to do this many years ago when I was in a similar situation. It's a lot harder than sending an email; but it will speak volumes about the sincerity of your apology and the strength of your character. When the people you need to apologize to are not within close proximity, a phone call is better than email. However, if you need to apologize to a large group, sometimes email really is the best solution.

Explain what happened without blaming others. The full explanation is important, because we can't make positive change unless we understand what truly happened. Try to stick to the facts, especially where other people are concerned. Sometimes the actions of others play into a situation that was ultimately your fault. Accept full responsibility and resist the temptation to point fingers.

Make assurances that you are taking steps to prevent the mistake from happening again. No Mistake is a bad thing if we learn from it and it brings about positive change or growth. If safeguards or systems need to be put into place to minimize the risk of reoccurrence, explain that you have recognized this and are taking action.

Apologize! This seems to be the hardest part for some people. They can explain their mistake and take action to prevent it from happening again, but saying "I'm sorry" is taking off the armor and opening up to . . . what? What is the worst thing that can happen? Why is it so hard for some people to admit they're not perfect, when everyone knows that NOBODY is perfect? Just say it: I screwed up. I'm so sorry. Please accept my apology. Will you please forgive me? However you choose to say it, you must make yourself vulnerable. I have found that most (not all, but most) people respond graciously to a sincere apology.

If appropriate, make restitution. This is especially important if your mistake affected a customer. You may have personal relationships with long-time customers, but your relationship is still based on doing business together. Perhaps you can't afford to fully recompense your customer the way you would like to; but any gesture is better than none at all.

Ultimately, the act of apologizing - whether in your personal life, or in business - is a healthy dose of self-awareness: awareness of your actions and the effect of those actions on other people. When you can be honest in your assessment of what you did and the undesired effect it had, you will naturally be much less likely to repeat the mistake. Abandon the need to be all knowing and infallible, and you make yourself more available for more genuine relationships and communication with the people you do business with.

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Get Ahead of the Pack During the Dog Days of Summer - Internet

It's August, and in many BtoB industries August is traditionally a slow month, especially for marketing personnel. There aren't many trade shows in August. So many people are on vacation, it's hard to keep projects moving forward, much less start any new initiatives. People who aren't on vacation are more preoccupied than usual with children out of school and at home, or relatives visiting from out of town. Then there's the mid-August dead zone, when people realize school is starting soon and they squeeze in a few days of vacation to spend a little more time with the kids before their lives become ridiculously busy again. (It's like that week between Christmas and New Year's Day - that's the Christmas dead zone.) Oh, and if you need to collaborate with anyone in Europe, forget August. (How does Europe keep RUNNING during August? It seems like everyone is "on holiday!") Let's face it: It's just not a month that's known for big accomplishments in marketing.

I personally think of August as a time to get caught up in a lot of areas that have not taken priority for months, or to get a step ahead in areas where I always seem to be lagging. If you're responsible for marketing in your company (and you're not one of the gazillion who are on vacation) here are some things you can do that don't require the assistance of anyone else, that will make the rest of the year more successful.

1. Write some extra Blog posts. I never seem to have enough time to write as many articles as I'd like for my Blog. During August's down time, write as many extra Blog posts as possible. That way, you'll have something to plug in down the road when you're traveling or covered up with other projects and deadlines.

2. Work on your direct marketing lead database. You know all those trade show directories you've accumulated this year? Pull them out and go through each of them to find prospects for your direct marketing database. They all vary in the amount and quality of information for each exhibitor, but there's gold in some of them. You won't always find an individual's email address; often, it will be "sales" or "info" @XCompany.com. Just gather the information that's solid.

3. Plug-in several months' worth of automated tweets for your Twitter account. When I know I'm going to be on vacation, or really tied up for a long period of time, I stockpile my automated tweets. If you have a Twitter account, I'm sure you're using one of several awesome tools that allow you to pre-schedule tweets. I try to stay no less than two weeks ahead; but when you have extra time, why not schedule out tweets for a couple of months? Spend some time looking for great blog posts and YouTube videos; make a list of recurring on brand messages you want to communicate through your Twitter account - then schedule away. You may only schedule one tweet every day or two for the next few months; of course you'll still be going to Twitter on a daily basis to monitor mentions, direct messages, and the tweets of your "important people." You'll still be tweeting daily; but use August to give you a leg up on tweets that don't have to be in real time.

4. Refer to the item above - if you haven't already incorporated social media into your marketing tactics, now's a great time to research and get started. There are so many excellent sources of information for BtoB businesses about how social media can create opportunities, and how to get started! Check the Marketects Blog page in the "Social Media Marketing" category, or go to IndustrialMash.com's Blog, written with industrial companies in mind. Now, while things are slow, take the time to learn about social media and think about how your company can benefit from it. Start with what seems easiest to you. For some companies, that will be Twitter. Seriously, opening a Twitter account couldn't be easier. If your company has videos that you use for sales or to educate customers, starting a YouTube channel is a must! It's also easy to create a LinkedIn Company Page, or to start a LinkedIn Group that relates to your business. Take the time to educate yourself about social media and dive in!

5. If you already have a Twitter account, think about launching a company Facebook page. I had a Twitter account for at least one year before I developed a company Facebook page. Setting up a Facebook page for a business is a little more complicated than opening a Twitter account - IF you do it right. There are all kinds of plug-ins that allow you to customize your Facebook page in a way that will benefit your followers. Do some research, and then take the leap!

6. Start preparing for next year's marketing communications plan and strategies. If you don't own the company, you have to sell your marketing ideas to the execs. If there's anything new you've been thinking of throwing into the mix next year, start gathering data that supports your idea(s). You can even start working on a presentation if you know that will be part of the planning process.

7. If you have vendors that you've been thinking of replacing, but just haven't had time to interview alternatives - do it now. I have vendors I've worked with the entire 12 years I've been in business for myself. I value long-term relationships and I'm loyal to the people who always come through for me. However, sometimes, something happens and we know we have to make a change. Your sales rep leaves and his or her replacement just aren't giving you the same level of service; a vendor is bought out, and the new ownership doesn't do business the way you prefer; sometimes, a fresh perspective is called for. Whatever the reason, don't keep working with a vendor that is no longer meeting your needs or expectations. There's plenty of competition out there. Sure, it's a pain to have to interview new companies and then take a chance on one; but nothing ventured nothing gained.

8. Organize your office! This is a no-brainer for me; but I'm a neat freak. When my office environment starts getting too cluttered, it literally stresses me out! Having said that, there are still times when I have so much going on that the "piles" start to accumulate on every empty surface. Take advantage of August's slower pace and organize all the magazines and trade show directories you've accumulated; file away items associasted with projects that have been completed; and throw away things you've been holding onto "just in case," but it's been so long ago you can't even remember why you saved it. Unclutter your office and it will help to unclutter your mind.

The dog days of summer don't have to be boring. Use the break in intense activity to get ahead of the pack. You'll be glad you did when October rolls around!

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Website Results Depend on How Well You Answer These Questions - Marketing

When a visitor comes to an industrial website, they most likely already know something about your company. They've probably done research and they're looking for a solution to something specific. They may be checking out more sites than yours if they're looking for a purchasing source or new vendor to work with. Whether they found your site through a keyword search or already knew about your company but wanted to learn more, you'll have a better chance of taking them to the next step if your site quickly and concisely answers five key questions.

Who are you? Too many industrial companies use their "About" page to write a history of how the company evolved. This will often be the first page a visitor goes to, so don't waste that opportunity by talking about things that will make visitors move on. Use your About page to SELL your company by focusing on information that supports your competitive positioning. Here's your chance to convince potential customers why they should do business with you. Areas you may cover:

What do you do?

This is obvious to you, but imagines that the person visiting your website knows nothing about your company. Make it clear - make it concise - and make it easy to find. Make sure your site isn't built with so many layers that visitors become frustrated, digging for information. Whether products or services, whatever you sell should be visible on your Home Page and there should be obvious navigation links to your core products and/or services. Don't write with too much industry jargon or tech-speak. Remember, you're assuming the person reading your text knows nothing about your business. Save the technical details for pdf downloads or technical papers, also available through your site.

Who do you serve?

It's critical that you identify and communicate the primary target market(s) that you sell to. Your company has core strengths and ideal customers - make it clear who qualifies. Be very specific about this - don't say you serve the oil and gas industry if you really only serve one very tightly focused segment of the industry. Speak directly to your perfect target customer; address their needs and requirements, and don't be vague. If you do this right, you'll convert more of the right visitors into customers and minimize follow-up with people who are a waste of time.

What makes you different?

You must clearly communicate your company's value or selling proposition. How does your company meet your ideal customers' needs and requirements? What do you provide that your competition doesn't? Try as much as possible to put this into a tangible frame of reference. How have you saved customers money? What technology did you develop that solved a problem nobody else had been able to solve? If your main differentiator is "customer focus," be sure to include testimonials from actual customers.

What should I do if I want to go to the next step with your company?

This is your "call to action," and in some cases there will be different options for different types of prospects. The next step may mean a little more convincing. For this type of visitor, you might offer an online demo video, webinar, or technical paper that requires registration. If you are a manufacturer of an engineered product or industrial service company, there won't be an online purchase option. However, you can make it as easy as possible for a visitor to request a meeting, phone call, or lunch and learn, or even to chat live with someone online at that very moment. Make your call to action options visible on every page of your website, minimizing the length of time it takes for a person to get from point A to point B.

Too often industrial companies overload visitors with too much technical information; bury the essential information so deep it's difficult to find; or don't answer these questions in a way that moves a prospect to that critical next step. Take the time to make this key information readily available, and your website will become the most effective sales tool in your marketing arsenal.

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Avoid a Costly Restaurant Bill - Hobbies

Many restaurants, and their managers and owners, have ways or even schemes in place to boost their profits and your meal bills by using some strategies which can make you and those in your group spend more money! Beware!

We've all been there and done this as we make plans to meet our friends or family members at a casual restaurant to share a meal. Usually, when deciding upon which type of food or restaurant we will select, we have a general idea of the menu prices and know the range in which we want to stay within. Many restaurants, their managers and owners alike, have ways or even some schemes to boost their profits and your meal bills by using some strategies which can make you and those in your group spend more money! I am sure it is easy for you to see yourself having a great time, catching up with your friends, laughing and enjoying experiences and past memories, current events taking place in your lives and low and behold, before you know it, your server or waiter has come by offering a great new wine they are introducing and asking if your party would like to try it. Sure, someone says why not. In no time at all your table has wine flowing like water, appetizers which were sugges ted as another "super idea" and now all is taking up the remaining space of the table. These items which were "offered as great selections" were those tasty daily specials and now your plans are totally blown and your bill is exorbitant and you didn't even realize it! Can you relate?

By the time your selected entree has arrive, you are probably too full to consume that delicious lunch or dinner and now what are you going to do? Ask to take it home? Sure, why not! But, what about the bill for this fare?

If you were planning to pay cash and had just enough to cover your splurge, you may be in trouble here. Did you bring your credit card and does this particular restaurant take credit cards? More worries. What about the others in your group? Do they have concerns of how to pay their share? How do you divide the tab? Sadly, quite a few restaurants are utilizing these ways to raise the bills on those eating out and one surefire way to do this is to distract you when you are busy chatting up with your friends, colleagues and most of the time you and your group do not pay enough attention to what is happening before it is too late. Servers and waiters are very convincing in their offerings of "suggestion" and at times, someone will say let's try this, and there you are - a huge bill for food and drinks in which you initially had no desire for. Be careful you know what your limits are and what exactly you and your group are going to order. Perhaps a short conversation with your friends as to what everyone is interested in (a full entree, appetizers, etc.) is the best way to keep you on track and not break the bank with your restaurant bill.

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Scents Which Affect Your Mood - Health

Many scents transmit messages to the brain stirring up stored memories and in turn, these same aromas can influence your emotions, your mood and your feelings. Quite a few aromas are known for lifting ones mood and clarifying thoughts, nearly immediately. If you feel overwhelmed, sad, exhausted, lonesome, anxious or ill, perhaps you should be sure to keep some of these items on hand to use during times when you are not feeling up to par.

Cinnamon is a profound aroma that re-energizes the body and provides that much needed "second wind" or boost. Anyone can easily add a stick of cinnamon or a dash of ground cinnamon into a cup of tea or coffee and enjoy the pleasant smell along with the brew. Cinnamon has abilities of acting as a stimulant and can help you go a bit further in your day without that lagging hesitation. Oddly enough, the aroma of freshly cut grass evokes summer mornings, family life and nature.

Grass, freshly cut, is a sweet and intense smell which stimulates us and lifts our spirits immensely. This particular scent affects and acts to remind us what is important in life and to prioritize our goals and daily tasks.

Ginger is another wonderful spice which can sooth your tummy and can be helpful in making you feel both physically and mentally better. Ginger root can be very stimulating with its fragrant scent. Add ginger to boiling water and allow the aroma to float through you home to aid in your mood. If you prefer, add ginger root to a cup of coffee or hot tea and you will feel better real soon.

Pine is a fresh and clean scent which not only energizes us but it helps in releasing the built-up tension you are feeling from your muscles or limbs and also is able to open your mental state by reconnecting you to nature. It is easy to visualize a gorgeous tall pine tree waving slightly in the cool mountain wind, thus soothing your tension. A quick step outdoors to grab that aroma is very helpful to your mind and body.

Are you feeling lonesome or homesick? Run quickly and head straight for the Oatmeal, as it provides a soothing and sedating feeling, easing your thoughts of solitude. Take a nice long whiff from the canister and see how this special oat grain sets you on the right course for the day. This grain is earthy, and as humans, we all need to feel that connection to the earth in order for us to become totally grounded.

Of course, the ultimate mood shifter is the herb Lavender. This can take you from an agitated state to a very relaxed state with just one whiff. Lavender is very soothing and puts your mind at rest. Should falling asleep be a problem or trouble for you, try a bath with lavender salts or better yet, mist your bedding lightly with some lavender water; soon you will be sleeping sound.

Peppermint - Ah, a lovely cup of Peppermint tea is sure to change up those sluggish feelings quickly. Peppermint is known to enhance the mind, memory and increase the alertness in no time at all. For that mid-morning pick-me-up or the mid-afternoon lag, drink a hot cup of peppermint tea and watch your attitude and body change before your eyes.

Are you on the irritable side today? Do small things bother you more than usual? Perhaps all you need is the fresh smell of a rose. Yes, by taking a breath of the intensely sweet essence of a rose, this scent is able to sooth a nagging headache; it can ease the nervous tension running through your body, and it can even set your mood to a romantic state of mind.

Most of these scents, aromas and smells are in and around our own homes, but if you do not have any on hand, they are all quite inexpensive if you need to make a purchase. If you are in need of a mood change or attitude adjustment, or should you need for some positive influences in your life, see if you can't find one of these popular items; and treat yourself nice today!

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First-aid Kit Necessities - Family

Sometimes all of us all can overlook some very important necessities in our home and one, unfortunately, is a first-aid kit. Each and every household should have a basic kid of some type in case of an emergency. There are many benefits to having a well-stocked first-aid kit because we never know if or when it will be needed.

Sometimes we all can overlook some necessities in our home and one, unfortunately, is a first-aid kit. There are many benefits to having a well-stocked first-aid kit because we never know if or when it will be needed. Keeping a kit saves time when there is some type of emergency. I keep a first-aid kit in my car as well as my home and it has come in handy on several occasions!

You can purchase a first aid kit at a drugstore, at your local hardware store, online at a popular website such as the Red Cross, or you can easily make one of your own. Should you chose to create one yourself, be certain to select a container which is durable, easy to carry and roomy. I happen to prefer a plastic container normally used for storing art supplies, and you can find those and all types most anywhere you shop regularly. Just ensure your box-of-choice has enough room and is deep enough to hold all of your needs!

When assembling your kit, it is best that you try to include a first-aid manual as they are handy for everyone in the family to use and refer to, if needed. Sometimes if you are treating an injury in a rush, you can forget the specified or required procedure needed, and a first-aid manual is your handy guide.

Here are some basic essential items you will need to include in your personalized first-aid kit:

1. Sterile Gauze Pads (several different sizes)

2. Adhesive Tape

3. Adhesive Bandages (several sizes)

4. Elastic Bandage (like an Ace Bandage)

5. Antiseptic Wipes

6. Antibiotic Ointment

7. Antibacterial soap

8. Antiseptic Solution (i.e. hydrogen peroxide)

9. Alcohol Wipes

10. Hydro-cortisone Cream

11. A Splint

12. Scissors

13. Tweezers

14. Ibuprofen

15. Instant Cold Packs

16. Calamine Lotion

17. Non-latex Gloves

18. All Purpose Eye Drops

19. Antihistamine Tablets

20. First-Aid Manual

As with all medications, antiseptics and products, it is recommended to check your first aid kits on a regular basis to ensure nothing is out of date or expired. If you or a member of your family has specific health needs, please do not forget to add that item to your kit!

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