Monthly Archives: January 2013

What You Didn’t Learn in College About Online Visibility

Creating Content and Online Visibility

A primary goal of any effective marketing plan these days is continually creating content and marketing it where your potential customers and clients can access it easily. Two of the most used channels in today’s modern world are Google Search and Email Marketing. In short, leveraging these two tools allows you to get found by prospects already interested in your product or service, and, by enticing them onto your email list, staying in touch until they purchase. Hopefully they purchase more than once!

What’s not to love? I’ll tell you what. Spending all that time creating content and using it only once! Creating content takes time and effort, and although it’s well worth it, make sure to squeeze every ounce of effectiveness by re-purposing content several ways. Just to be clear, I am NOT referring to posting the same content online in several places, as if it were original content. That’s cheating.

I’m talking about creating content for your blog, then featuring some (or all) of those blogs as email newsletter content, driving visitors to your blog. The increased visits further improves website visibility even more. Then use the same content a third way by hooking up social media accounts to your blog, so that each approved blog post pushes out across multiple social channels. Some companies leverage hundreds of employees’ social media accounts by linking them to their blog platform, instantly increasing the visibility of each blog post.

What of long tail keyword research and SEO? Well, best to still incorporate that, but SEO is not as important as it once was. If you can consistently create valuable, engaging content your target market really digs, you’ll eventually win. From what I’ve seen, only about 20% of any company’s online competition (on the 1st page of a Google Search page) regularly creates online content. Probably only 10% does a super job of blogging. So you can beat about 80% of your online competition just by producing more content more consistently than they do. Flavoring your content with a sprinkle of SEO work will sweeten your results, so optimized your content with keywords if you can. Just don’t overdo it.

So Get Smart. Create content regularly, blog it, email it and viral it out to your social networks. And get found online.

 

- See more at: http://blog.theassociation.tv/blog/the-association/page/4#sthash.FEZaGm4n.dpuf

How to Make All Your Marketing More Effective

Get more bang for your marketing buck

Pretty much every business is going to attempt marketing and advertising to some degree.  There are those businesses that survive just through referrals, and maybe that’s all they need. But lately I’ve been hearing more and more that what used to work for business development isn’t working as well anymore, regardless of the method.

 

Postcards, mailings, TV ads, newspaper – Traditional Media doesn’t always cut the mustard anymore.  So what does that mean for the future of business development?
First off, Traditional Media may not be as effective as it once was, but that doesn’t mean it should be canned.  From a “holistic” perspective, it does have its place in the overall scheme of things.  Traditional Media is great for creating awareness and driving interest about any topic.  But realize that, because of the Internet, consumers have a voice in the marketplace they didn’t have before.  This voice is expressed through blogs, comments, Facebook, etc., and is picked up by new potential customers with the help of a quick Google search, and serves to validate (or not) your marketing message.

 

If a company is doing a bad job delivering what it promises, it is unlikely the world of social media will be very kind without first addressing that issue.  But that is an Operations matter and not the subject of today’s article.  Perhaps the next article. So, potentially a business needs to continue their Traditional Media approach while also engaging in social media and online networking to ensure the consumer has enough information with which to make a decision: to purchase, or not to purchase?

 

Whether your business has been around for years or just got started, there is a way to increase the effectiveness of both Traditional (mass) and New Media (digital) efforts.  It’s very simple, but escapes the attention of many business owners. Take the blindfold off.

 

Yep.  It’s that simple.  Let’s look at this from the perspective of two gunmen at target practice.  They both have the same model gun, bullets and targets.  One of them, however, is blindfolded.  Assuming they have the same level of skill, which one of them is going to hit the targets more?  Obviously the one without the blindfold.

 

The way to remove the blindfold is to conduct market research prior to executing and effective marketing plan.  But not just any kind of market research.  I mean emotional market research.

 

Sometimes market research is conducted, but all that is obtained is facts and figures.  What you need are the “buttons” that when pushed, get an emotional reaction, and communicate directly to the heart of the consumer. Here at The Association, we call this “Optimized Market Research.”
A fatal, fatal mistake is to assume that you know exactly what your customer needs and wants, and that you know how to communicate to them on an emotional level that will speak to their mind on the subject.  Did you ask them?  If not, you just might be off an inch or too. However, we are looking to hit a bull’s-eye, not just get kind of close.
Case in point:  One of our clients, a skilled and trustworthy attorney, had a 2-3% conversion rate for his Pay Per Click campaign before market research was conducted.  All of his marketing, both paper and online, spoke a very conservative message: “I am an attorney.”
Market research dug deep and  revealed his potential clients didn’t trust attorneys.  They also weren’t conservative about the issues they had, they were angry!  So the existing marketing efforts missed on two levels.  Potential customers couldn’t “see’ the advertisements because they couldn’t relate to them on an emotional level, and an attorney was the last person they would seek out to resolve their valid cases.
The solution was to re-brand the attorney as a “Consumer Advocate” and change the imagery in the advertisements to show angry and upset consumers.  Instant success!  Conversion rates rose as much as 8%!

Market Research can save a business thousands and thousands of dollars if it’s done correctly, and the data is usually valid for at least 10 years.  How much more income would your business have if your existing marketing was 8% more effective? Take 10-20% of that figure and invest it in Market Research, and see your results soar accordingly. Make every move an effective one.  Get market research done for immediate use, and use social media to create a permanent “feedback loop” so you always have up to date information (the good and the bad), and the door to success will open.  If you feel like you don’t know what to do, you just might not have enough information to make a decision.  Done properly, Market Research will give it to you.

 

- See more at: http://blog.theassociation.tv/blog/the-association/page/4#sthash.FEZaGm4n.dpuf

What I learned from dogs about the internet

big_dog_little_dogsmallIf you’re wondering why the Internet isn’t bringing tons of business to your door you’re not alone. Most people we talk to feel the web isn’t living up to their expectations for new business.

A lot of people embraced the Internet and it’s promise of a new life with abundant cash flow. Most of us suffered through a huge learning curve to master new terms and technology to be able to “surf the web”.   Then, NOTHING but the sound of crickets!

Why?

Well it makes us feel naive, but putting our website up was like taking out a single line ad in the New York City Yellow Pages and expecting business to flock to our door. You can find the shocking news on the Google blog site which says that a year and a half ago Google crossed a huge milestone of 1 trillion (as in 1,000,000,000,000) unique URLs on the web at once!
Pepe and Max
So I hope you see the task ahead if you want to be found on the web.  You have to be more relevant. You have to increase your presence on the web. And now we come to dogs and what I learned from them.

We all know dogs mark their territory.  The more marks the bigger the dog, or at least that’s what dogs think, judging by the way they pee on everything stationary (and some thing’s not so stationary).

So when Pepe the Chihuahua marks every tree for six blocks he is building his “presence” in the neighborhood. He’s now a big dog even though he’s twenty times smaller than Max, the Great Dane.

It’s the same game Google plays.  Google doesn’t know how big you really are. All Google knows is how many “trees you marked”. What does that mean?  Make 60 websites? Add 600 pages to you website? No. It’s much simpler than that.

On the web you increase your presence by having lots of inbound links. (Inbound links – d. Inbound links are links from pages on external sites linking back to your site.)

There’s two general types of links that can help your site increase online visibility. Other sites listing your URL on their site (Inbound Links) and links from your own blog/site that link to your own pages (Internal Links).  Inbound Links show Google that your content is useful to others. Internal links point out important content (potentially) on your site, expecially if you link to certain pages a lot.

So if you’re feeling like you’re very insignificant on the web, write tons of blogs, and like Pepe, the Chihuahua, you’ll be a big dog in Google’s eyes.  Writing blogs doesn’t have to be hard. We’ve found some easy tips to make blogging a breeze.  Go, Pepe!!

- See more at: http://blog.theassociation.tv/blog/the-association/page/4#sthash.FEZaGm4n.dpuf

You’re Kidding – Tips and Tricks of the Canon DSLR 5D – #5 Focusing

DSLR Focusing TipsIn the rush to adopt the DSLR many videographers and filmmakers bring assumptions that might not be true in the DSLR universe.  For example: focusing.  Since I began shooting film and then when video came in, I would always zoom in to get focus and then zoom back out to frame up the shot. (This assumes you’d set your back focus correctly.)

This procedure doesn’t work on the DSLR zoom lenses.  It used to, but not since the last eight years.

Still lenses are built for still cameras.  Still lenses only need to be in focus the instant before exposure.  The zooming is already done. They don’t track focus when you zoom in and zoom back out again.  They set focus just as you press the button.

And everyone knows this except me! They tell me that the lenses used to track focus “back in the day” but not any more.

Just thought you should know.  So use that magnify button to check your focus.  Or better yet, press the AF button when shooting video to check focus.  It’s faster that pressing “magnify” and rolling focus around.  I set my camera to “AF Quick.”  I set the selection point to one point Auto Focus. Now I know wherever I put that dot is where it’ll get my focus.   We’ll have a shoot-out on these two methods next time.

Until then, remember to send in any Homer Simpson moments you’ve had with your DSLR so we can pass it along to the teeming masses out there.

(I’ll stop filming when they pry my cold, dead fingers off my 70-200mm f 2.8.)

- See more at: http://blog.theassociation.tv/blog/the-association/page/4#sthash.FEZaGm4n.dpuf

Director/Photographer

Daniel Ray of Daniel Ray Photography

More and more professional photographers are adding DSLR Video to their services, and as a result, more and more are attending our DSLR filmmaker training. In two days they learn the fundamentals of DSLR Video and are able to apply what they learned immediately. Hear what Daniel Ray experienced when we “survived” the training:

 

I’ve been a professional photographer for 25 years. Over the last few years the need to provide clients with video has steadily increased. I flew from NC (where I’m based) to attend the 2-day workshop. I wasn’t disappointed and felt that the information was well worth the cost of the class and my trip.

The Association’s Canon DSLR Boot Camp gave me the opportunity to ask specific questions regarding my camera’s functions and best use as a film-making tool. The environment was calm, organized, professional and fun. Fletch and his entire crew were extremely informative and answered all my questions in a clear and uncomplicated way. I left the class feeling knowledgeable and confident. I highly recommend The Canon DSLR Boot Camp for everyone but specifically, professionals at any level.

Name: Daniel Ray
Company: Daniel Ray Photography
City: Greensboro
State: NC

- See more at: http://blog.theassociation.tv/blog/the-association/page/4#sthash.FEZaGm4n.dpuf

Director/Photographer

Daniel Ray of Daniel Ray Photography

More and more professional photographers are adding DSLR Video to their services, and as a result, more and more are attending our DSLR filmmaker training. In two days they learn the fundamentals of DSLR Video and are able to apply what they learned immediately. Hear what Daniel Ray experienced when we “survived” the training:

I’ve been a professional photographer for 25 years. Over the last few years the need to provide clients with video has steadily increased. I flew from NC (where I’m based) to attend the 2-day workshop. I wasn’t disappointed and felt that the information was well worth the cost of the class and my trip.

The Association’s Canon DSLR Boot Camp gave me the opportunity to ask specific questions regarding my camera’s functions and best use as a film-making tool. The environment was calm, organized, professional and fun. Fletch and his entire crew were extremely informative and answered all my questions in a clear and uncomplicated way. I left the class feeling knowledgeable and confident. I highly recommend The Canon DSLR Boot Camp for everyone but specifically, professionals at any level.

Name: Daniel Ray
Company: Daniel Ray Photography
City: Greensboro
State: NC

You’re Kidding – Tips and Tricks of the Canon DSLR 5D – #5 Focusing

DSLR Focusing TipsIn the rush to adopt the DSLR many videographers and filmmakers bring assumptions that might not be true in the DSLR universe.  For example: focusing.  Since I began shooting film and then when video came in, I would always zoom in to get focus and then zoom back out to frame up the shot. (This assumes you’d set your back focus correctly.)

This procedure doesn’t work on the DSLR zoom lenses.  It used to, but not since the last eight years.

Still lenses are built for still cameras.  Still lenses only need to be in focus the instant before exposure.  The zooming is already done. They don’t track focus when you zoom in and zoom back out again.  They set focus just as you press the button.

And everyone knows this except me! They tell me that the lenses used to track focus “back in the day” but not any more.

Just thought you should know.  So use that magnify button to check your focus.  Or better yet, press the AF button when shooting video to check focus.  It’s faster that pressing “magnify” and rolling focus around.  I set my camera to “AF Quick.”  I set the selection point to one point Auto Focus. Now I know wherever I put that dot is where it’ll get my focus.   We’ll have a shoot-out on these two methods next time.

Until then, remember to send in any Homer Simpson moments you’ve had with your DSLR so we can pass it along to the teeming masses out there.

(I’ll stop filming when they pry my cold, dead fingers off my 70-200mm f 2.8.)

Canon DSLR 5D Mk III ALERT !!

Fletch Murray Canon Boot Camp Chief Instructor

I found my 5D defective after owning since last April.  So Canon will fix it because I’m still under warranty.  But I’m letting you know so you can check your 5D Mk III.

According to Canon the HDMI cable should carry audio from any video files being played back in the camera.  Mine doesn’t. Nothing. Nada.

Canon tech rep courteously suggested I send it in for repair.  I said I didn’t want to be bothered.  That my Mac is also supposed to carry audio over the HDMI cable but doesn’t.  So, I told him I thought it was in some sub-menu somewhere. He said it wasn’t.  I courteously thanked him.

I didn’t want to lose my camera for a week and get a note when Canon returned it that “nothing was wrong.”

So, I called Canon again.  Got a nice chap. He actually took the 5D Mk III he had at hand, found an HDMI cable, walked across the building to find a TV monitor with HDMI in, recorded a short video, played it back and told me “Yes, you should be able to hear audio coming over the HDMI cable out of the camera when playing back a video file.”

So I’m sending it in to Canon.

Be sure and check your HDMI out on the Mk III. If your’s doesn’t transmit audio, send it in while you’re still under warranty.  If you need to send it in go to “Product Repair” on the www.usa.canon.com site. They’re cordial and prompt.

Close-up Lens for Canon DSLR 5D

There’s a screw on, close-up lens for the 70-200mm f 2.8 lens that enables breathtaking close-up shots.

It’s the Canon 77mm 500D Close Up Lens. It allows you to take stunning close-ups for commercial productions, food shots, electronics, wedding rings….  Getting ultra close really opens a whole new world of drama in the shots.

500D close up lens

This close-up lens allows you to fill the frame and really get in close to the subject.

70-200mm range without 500D close-up lens

But with the 500D close-up lens you can see even more magic coming out of the 70-200 lens.

70-200mm lens with 500D close-up lens attached

The look of this close up lens may make it one of the bargains of the year at $149 !  It certainly seems sharp as a tack.

You can order through EVS online.  Tell them Fletch recommended you call.  I don’t get any $ but EVS is kind enough to provide studio space for our boot camps. Call Casey at EVS 800 238-8480.

 

 

 

A Changed Man

Todd Cahoon - Actor turned Director“Infectiously enthusiastic” is how I would describe Todd Cahoon. Todd’s passion for filmmaking was evident right from the beginning, and we are looking forward to seeing his HDSLR filmmaking efforts.

I am a working actor who always felt I had a calling for directing. I have been writing for a couple of years now and finally mustered the courage to learn the other side of the camera.

Directing actors, knowing what visually looks good, knowing story, structure, and dialogue, even editing were all things I could bring to the table as a rookie director. What I didn’t have was knowledge of the technical side. THAT I learned at the CANON BOOT CAMP! I am entirely grateful to Fletch, Celine, Nancy and the crew. I have directed and shot 5 short films since last year and I am in pre-production for my second festival film. Onward and upward! Good luck to you all.

Name: Todd Cahoon
City: Los Angeles
State: CA