Go Beyond Best Practices: Email Is Your #1 Marketing Tool (but not the way you think)

Now, more than ever, it’s essential to do what works. Why would you want to do anything else!?

​This episode of Video Mojo explains why email works so well in today’s digital marketing mix. This video will also help you avoid a couple of fundamental yet common mistakes:

  1. Don’t be distracted by formulaic solutions like ‘best practices” or “quick tips” that some huckster says is a “silver bullet.”
  2. Don’t be fooled by “shiny objects” like the latest and greatest social media networks (or Facebook Ads) with the result that you overlook the power of email to deliver the kind of consistent value that truly connects you with the people (real human beings) that are most important to you.

If making meaningful and authentic connections that lead to sustainable, long-term relationships matters to you, then please check out this episode and let me know what you think. Thanks!

About Video Mojo

​Video Mojo is a weekly video blog and podcast hosted by award-winning media innovator, Jon Leland. It combines timeless marketing principles with a playful exploration on the “bleeding edge” of digital video & social media.

Resource Links mentioned in this episode:

I’d love to hear if you find this vlog post useful. If you’ve got questions, feedback or suggestions, let’s connect (and leave us a review on Apple Podcasts or wherever):

VIDEO TRAnSCRIPT:

Go Beyond Best Practices: Email Is Your #1 Marketing Tool (but not the way you think)

Hi and welcome to Video Mojo! 

This is a weekly video blog and podcast that combines timeless marketing principles with a playful exploration of the bleeding edge of video communications, online marketing, and all kinds of good stuff like that. 

This week I’m talking about:

Beyond Best Practices: Email is your number one marketing platform, but not the way you think. And how to make your emails massively more effective.

So let’s start with fundamental principles. Digital marketing is about relationships. Really all marketing and business are about relationships. And not only is marketing and business about relationships but when you build them online it HAS to be recurring. 

I’m going to be interviewing Jay Acunzo on Video Mojo and his Marketing Showrunners company has this line.

“Great marketing isn’t about who arrives, it’s about who stays.” 

That really is what I’m talking about. That is how you can use email to be your #1 tool. You can keep people coming back and stay engaged with the people who care about the value that you are offering. 

How do you build relationships using all of these latest greatest online marketing tools? Well, email is often overlooked. It’s interesting, when people are starting out and building an online presence, they know they need a website but they don’t often think about the email list as a primary way that they connect. People don’t always go to your website, for example, but they do always go to their inbox. If you’re leading with value, as I like to say, then you’re visiting them and having the opportunity for multiple touches. And that really is one of the main reasons that email is the #1 marketing tool. You get to go back again and again as long as you build a relationship, lead with value, and give some meaning for you to be there. 

Seth Godin defines “permission marketing as the privilege (not the right) to deliver anticipated, personal and relevant messages to people who actually want to get them” 

So how do you do that? How do you deliver email messages that people actually want to read? Well, the first thing is the  #1 principle, keep it simple! The biggest and most common mistake that I see is complicated, convoluted, long newsletter-style emails. That’s not really something that has much appeal. But a personal meaningful message that really is designed to give your most important followers the value that they’re looking for, on message with the way that you contribute, that is something valuable. 

How do you get them to understand that? It actually starts with the subject line. At last year’s Crafts + Commerce, the Convertkit conference – that I’ll be going to again this June – I heard Karen X talk about viral videos. She emphasized that it all starts with the headline. So when you’re doing videos and you want people to find them, the subject matter actually begins with the title. And with an email, equally important if not more so is your subject line. Because obviously if people don’t open the email then it doesn’t matter how good it is and how much valuable content it is. That subject line is how you let people know the value that you’re trying to deliver. 

What is the fundamental game-changer? Being intimate and personal, rather than the more conventional approach to digital marketing – a shotgun blasted out, see what comes back. You really want to make an intimate personal connection rather than some kind of manipulative selling. 

Keep it simple, keep it focused. It doesn’t have to be glitzy. Definitely don’t make too many notes, too long, or too complicated. But keep it valuable and let people know with the subject line how you are going to help them. That simplicity of focus on being valuable and being of service is what will keep people engaged with you and deliver the holy grail of building relationships, online meaningful, authentic, sustainable relationships with what you’re doing online and email is your best channel to do that because it has that conversational recurring basis. 

One final tip: A lot of people tell me that they’re worried about a weekly frequency, that people will turn them off. Well, if you’re being valuable on a consistent weekly basis, that actually is the real secret sauce of building relationships and keeping it going. The unsubscribers, don’t worry about them. They’re not your people. The people who engage and read on a regular basis and appreciate what you’re doing, that’s the real gold. 

That’s video mojo for this week. Thank you so much for your kind attention. 

I look forward to your feedback questions and suggestions and I’ll see you next time!

50 Years Connecting People Who Care: Lessons from 1970 That Still Matter

I’m feeling vulnerable as I step into owning my history as a media innovator. Can it really be 50 years?!

In doing this week’s Video Mojo, I discovered that “Connecting People Who Care” is more than just words for me. It’s a thread that somehow flows through all of my work.

Click above to watch this week’s Video Mojo video blog & podcast episode.

The meaning of this phrase is also important because it is an invitation to take action, to make a difference with what we do, to step into the spotlight and in front of the camera. As Scoop Nisker used to say, “If you don’t like the news, go out and make some of your own!”

​This week’s episode unpacks all of this in less than 5 minutes and also has some pretty interesting photos from back in the day. 🙂 Click above to watch now.
​​
About Video Mojo
Video Mojo is a weekly video blog and podcast hosted by award-winning media innovator, Jon Leland (that’s me!). It combines timeless marketing principles with a playful exploration on the “bleeding edge” of digital video & marketing.

Resource Link from this episode:
“The Revolutionary Resonances of Dancing Bear”:
Another essential story connecting 1970 with today
https://medium.com/@jonleland/the-revolutionary-resonances-of-dancing-bear-cd887eced90c 

I’d love to hear what works for you and if you find this program useful. If you’ve got questions, feedback or suggestions, please comment below, or let’s connect (and leave us a review on Apple Podcasts or wherever):

* Video Launch Pad: https://go.combridges.com/video-launch-pad
* YouTube Channel: https://www.youtube.com/jonleland
* Video Blog Home: https://www.combridges.com/blog
* Podcast Home: https://anchor.fm/video-mojo​
* On Apple Podcasts: https://podcasts.apple.com/us/podcast/video-mojo-jon-leland-tips-strategies-for-better-world/id1489867374?uo=4​
* On Spotify Podcasts: https://open.spotify.com/show/1ORM2qja8iMWM9ykwvhaXk​
* Instagram:  https://www.instagram.com/joncombridges/
* Twitter: https://twitter.com/joncombridges​
* Facebook: https://www.facebook.com/combridges.fb​
* LinkedIn: https://www.linkedin.com/in/jonleland​

Thanks!

VIDEO TRANSCRIPT:

50 Years Connecting People Who Care: Lessons from 1970 That Still Matter

Hi there and welcome to another edition of Video Mojo, my video blog and podcast that combines timeless marketing principles with state-of-the-art technologies, tools and tips. 

I usually say that I’ve been a media innovator for decades, but the truth is that it’s been 50 years! And that’s kind of a vulnerable thing for me to say because people can figure out that, hey, I’m more than 70 years old. The innovation and the process also is what fuels today’s podcast and this episode and why am I doing this in the first place. So that’s a thread I want to make. What is 1970 and the network that I started, a radio network that I started in 1970, have to do with what I am doing here in 2020 And there really is a solid connection. 

So, yes, I have been a media innovator for 50 years. In 1970 I planted the seeds of the first narrowcast network. It was a radio network that was targeted to a specific audience and that wasn’t being done back in those days. I was up in Seattle, there was a trial called the “Seattle 8” and I started doing the new feeds to the Pacifica stations. This led me to doing news feeds to Pacifica stations, other lister supported stations, FM rock stations like KSan in San Francisco, WBCN in Boston, WNEW in New York. There’s a whole bunch of them and dozens of college stations around the anti-war movement. 

So what does that have to do with today? Well, the reality is that I’m really looking—and still exploring and still learning—how does it work to enable people? I mean I am into empowering people to use the power of new media and these amazing tools. The fact is that the iPhone that I am shooting this video on is shooting a quality of video that wasn’t even imaginable in those days. And we all have this kind of capability in our pocket. How does that democratization of media help people to tell better stories? Help people to make better connections in communities of people who care? 

So that’s what I am exploring. 

I call this program sometimes a “joyful exploration” because I’m still learning: how do we connect people? 

Back in 1970, I was connecting people who cared about the anti-war movement, who wanted to spread news about other people who were demonstrating. And today I’m doing this video blog and podcast in order to see what happens. How do people connect when they have the courage to take action? And when they have the courage to express their voice, to let their voice come forward and to use these amazing, powerful new tools. 

So there really is a thread that I really wasn’t even aware of until (#1) I had the courage to say you know, I have been doing this for 50 years and, yes, I am more than 70 years old and (#2) There is a power to communication. There is a power to authentic connection and there is, in particular, a power to people who want to take action and are willing to express themselves and get themselves out there… whether it’s in the streets, on YouTube, wherever. 

So, I want your feedback. But even more than that, I want your participation. 

Let me know what is working for you and what is not. 

Back in the day when I was doing media, in the ’70s and ’80s, I had a guy named Scoop Nisker on a TV show that we did. And Scoop used to always close is radio shows with this line, he would say:

“If you don’t like the news, go out and make some of your own.”

So, that’s what this is about. 

And then also, I wanted to share another quote with you because one of my clients, The Soul of Money Institute, we shared this quote from Daniel Berrigan.

Daniel Berrigan said,

“The difference between doing something and doing nothing is everything” 

So get out there and make the news, make your own news, and I look forward to working with you. I look forward to collaborating with you, and I look forward to hearing about what works and what doesn’t work. 

Next week I’m going to get more specific about some video tools so we will try a whole other kind of episode, but I look forward to your feedback and as always I’m really grateful for your kind attention. 

I’ll see you next week!

Bringing Business Inspiration & Marketing Motivation to Mill Valley

Every small business person that I know sings a similar song: “I’m overwhelmed!”

Furthermore, for most of us, whether you are an entrepreneur or founder of a small business, the “rules” seem to keep changing. These days, there’s more to having your own business than just figuring out how to make money. For example, motivation matters and the whole meaning of “marketing” has changed. And that’s just for openers…

That’s why I’m honored, delighted and (no exaggeration) super-excited to be bringing my beloved friend, the extraordinary business coach, author, and leader, Andrea J. Lee to the SF Bay Area for a one-day workshop called “The New Rules of Business and Social Media Success.” She and I will be co-presenting an uplifting, informative and highly interactive “Playshop” that will include everything from decision making and relationship building to creating online video and social media marketing. All of this will be live and in-person on Monday, January 25th from 10am – 5pm in Mill Valley. You can register here. And, I even created this special video invitation just for you 😉

 

Please let me know if you have any questions whatsoever.

I look forward to seeing you there!

[callout title=”The New Rules of Business and Social Media Success” button=”I Want to Learn More or Register” link=”http://www.combridges.com/event” buttoncolor=”blue” target=”_blank”]An Inspiring, Highly Interactive, Experiential Playshop: Monday, January 25th, 10am – 5pm, Mill Valley, CA, USA[/callout]

Are You Missing the Boat on Online Video Advertising?

[A Quick Catch Up on Online Video’s Reinvention of Advertising]
As most of my readers know, I’ve been an “evangelist” for the digital video revolution, especially as it applies to the democratization of media, for many years. By now, the explosion and importance of online video via YouTube and other hosting platforms (from Wistia and Vimeo to Brightcove and Ooyala, among others) should be obvious to everyone. What is not so apparent to many people is the opportunity to use online video advertising as a highly-targeted attraction engine.

The game changer over the past few years has been the move to online, streaming video for virtually every kind of communication and entertainment. Advancements in video technology mean huge benefits for society as the power of video is now in everyone’s hands—quite literally due to smart phones, on both the video creation and video consumption side of things. These advancements combined with mobile video’s remarkable reach means even bigger benefits for advertisers. 

In fact, the shift from desktop online video advertising to mobile advertising has been nothing short of astonishing. To give you a sense of how big this shift is, consider this: In the fourth quarter of 2013, the number of ads showing on tablets was almost tripled from the previous quarter, according to a FreeWheel TV report in USA Today. Plus, that leap in growth was ten times (10x!) faster than the consumption of video ads on desktops.

Bottom line, this is just the beginning. Mobile is still in its infancy. The original iPad was just introduced four years ago.

Multiple Types of Video Content and Placements

Vine growth statsOne of the more fascinating aspects of online video advertising is the wide variety of video types that advertisers are starting to use. The traditional broadcast video advertisement, which is served up in 30-second segments and interrupts consumers’ viewing to blatantly peddle a product or service (in a format that is frequently skipped via DVRs), is not what is working in the same ways any longer. In fact, the exact opposite is what is thriving online. YouTube, for example, is full of informative, how-to videos that are less “commercial” and more informative. This approach connects with my marketing philosophy of attracting and engaging, rather than straight sales pitches.

The way video and entertainment is consumed has also driven the adoption of new types of videos that are working in other ways. Skyword reports that a Mobile Marketing Association study showed that video ads of 15 seconds or less and non-skippable were viewed in their entirety 92 percent of the time. If the ads are skippable, only 9 percent were completed. Whether the ad is virtually embedded within an informative clip that “leads with value”( as I like to say), or is delivered in an non-skippable format, these advertising options, again, are just the beginning of a new world that, in my considered opinion, any serious online marketer needs to consider.

In addition, the shorter video formats are getting more popular on stand-alone social video platforms. Between Instagram video and Vine (just to name two), the public is getting more and more accustomed to digesting their video in shorter formats. Few people who are not active on social media realize the reach of these platforms. Some even call Vine “the fastest growing app in the world.”

More Bandwidth Means Higher Quality Video

Another advancement that has made online video an ever increasing opportunity to be considered as part of your advertising budget is the increased broadband data access speeds that consumers are now able to afford. With faster speeds comes better quality video. With mobile comes any where, any time access. Without the distractions of constant buffering, viewers are able to watch longer videos, and companies are willing to invest in better production quality. For example, a large company like LifeLock invested wisely to produce higher quality online exclusive, more informative videos for its target audience to let them know how they can protect themselves and their identity online.

Jacking into Untapped Potential

In many instances, little difference in quality exists between what you would see on television and what is being shown on the Web. And, frequently what’s online is more interesting, more personal, and certainly more highly targeted than what’s on TV. And, in terms of variety, the Internet offers so much more. But perhaps even more significant is online video’s interface options.

According to streamingmedia.com, interactivity is the main function that makes online video consumption different from television. However, many advertisers are still missing the boat on this opportunity. Right now, 85 percent of online video advertisements are simply the same content that could have also run on traditional television, where the audience simply sits back and takes it in. By allowing the consumer to get more involved in the ad or the original content, and by being able to place advertising videos (whether ads or informative content marketing clips) in MUCH more relevant contexts, viewers naturally become more involved and connected to the product or service, and thus, more willing to make a purchase.

The Future of Online Video

The Globe and Mail claims that big things are on the horizon for online video advertising in 2014. Smaller companies that had been hesitant to hop on board will see the light and start spending on the medium. And, speaking of spending, I don’t think there is any doubt that this will be the year that more companies start shifting their advertising dollars from traditional television to social media and online video. Another shift will be that online video production will become more of a specialty for agencies. With the differences between traditional and online video becoming more apparent, through the inclusion of interactivity and highly-targeted contexts, for example, more production companies and marketing agencies will specialize in online video production and distribution (yes, as ComBridges has been doing for some time).

Obviously, the ComBridges team is here to help if you are interested; but more importantly, I wonder whether it will be you or your competition that will take the lead by leveraging the amazing power of online video and online video advertising.

I’ve seen again and again that it’s those market leaders who stick their necks out to engage with these leading edge trends that grab a significant competitive advantage, especially over time. “A word to the wise” should be sufficient. Yes?

Webinar Video: Internet Marketing Success in 4 Easy “Booster Rockets”

Webinar via YouTube: Internet marketing... success

Last week, we recorded a live webinar as part of the re-launch of New Marketing University (NewMarU.com). I entitled it, “The 4 Booster Rockets of Internet Marketing Success” and we covered four key areas that are high leverage for any small business that wants to expand the effectiveness of its online marketing, including why these strategies are important and an overview of how we approach them.

The good news, if you are just passing by, is that I felt that this webinar was such a valuable introduction to how ComBridges approaches these kinds of innovations in Internet marketing as well as a taste of the kinds of useful information that will be available more and more via NewMarU.com, I decided to post this recording free and open to all on YouTube with no email registration required. In fact, this 45-minute video webinar is embedded below on this page so you can just click and enjoy it right now. 😉

In case you want to know what’s covered without watching anything, we discuss the following four strategic Internet marketing tactics:

  • Lead capture and lead nurturing along with the need to design a sales funnel process
  • Truly interactive Facebook Pages that go “beyond the Like”
  • Authentic engagement and what makes video content marketing more effective
  • Cost effective small business mobile apps to reach the rapidly increasing number of website visitors using smartphones and other mobile devices

All this and more in only about 40 minutes plus Q&A. Please check it out and comment, here or on YouTube. And if you want more, click on the “YouTube” logo to subscribe to our YouTube channel or register at NewMarU.com. Thanks! We look forward to hearing from YOU.

Great Video Underscores the Mobile, Multi-Screen Marketing Revolution

One of my mantras seems to be “it’s hard to keep track of how fast things are changing when things are changing this fast.” 

It really is hard to ‘grok’ 67 million iPads being sold in just two years, isn’t it?

The question as posed by this video is “Are You Adapting?” That’s a great question given that mobile web traffic was 1% is 2009 and it was about 12% in 2012 and that’s rising rapidly. I highly recommend this highly visual video via the Associated Press and the international sports video agency, SNTV as a wake up call. (And, if you will please forgive a brief moment of shameless self-promotion, we would love to help your company or organization adapt to and take advantage of these changes. I think it’s safe to say that they will effect every organization either as an opportunity… or an opportunity missed because someone else in your niche got there first… or adapted more effectively.)

“It’s a Wonderful Web” 2013!

cb-ipadThe first edition of our “It’s a Wonderful Web” e-newsletter for 2013 is out. It includes the following articles:

  • 2013: The Year of Anything is Possible
  • Special Offers!
  • Free 1-Hour Audio: Web Radio Interview
  • Luscious Links

If you’re not already a subscriber, click here to read it online.

New Internet Radio Interview: What’s So New About New Marketing?

One of the fun things about having written a book about Internet marketing is getting to do interviews. Thanks to Susan Scher of the BlogTalkRadio show, “In Other Words” for the opportunity to take a full hour to discuss why I think that understanding the new dimensions of online communications is so important. Among other things, the interview (linked below) covered topics like “what’s so different about New Marketing,” authenticity, the rise of online video, the empowered consumer, social media marketing, my Attract/Engage/Relate approach to sales funnels, content marketing, and much more. Please enjoy and let me know what think.

Listen to internet radio with Perfect World Network Radio on Blog Talk Radio

New Forms of Online Video and TV Advertising Empower Advertisers

In today’s TheTVNews “New Media / New Marketing” video report (which is embedded below at the end of this post), I talk about the tectonic shifts in the online video and TV advertising spaces. Video and TV advertising will never be the same as advertisers take advantage of new video-enabled advertising and marketing tools that are far more targeted and responsive than traditional TV could ever provide. Clearly, the old broadcast “shotgun” approach to advertising is rapidly going the way of the horse and buggy. Today’s advertisers rightly require accountability for their valuable advertising spends.

Native Video AdvertisingAlso, unlike, traditional TV advertising which is still extremely large in scope, the upstart online video advertising market is continuing to grow rapidly. According to one study, it grew 27% in 2012 and will grow at least 20% next year as well.

For your reference, here are a few links that provide more in-depth insight into these changes in the video-related advertising marketplace, including a new research study on “native video advertising” and a New York Times perspective on “programmatic buying.”

1. ReelSEO: Native Video Advertising Drawing Much Interest from Major Brands which references this Forbes study, “Going Native, How Marketers are Reinventing the Online Video Advertising Experience,

In the words of the Forbes/Sharethrough study, ” ‘Native advertising’ has emerged as the convergence between original brand video content and dramatically new approaches to distribution that ensure an ad matches the look and feel of a website and does not interrupt the viewing experience in the manner of a television commercial.”

My favorite native video advertisement is the Red Bull “Athlete Machine Kluge” embedded here, but click on “YouTube” in the lower right corner of this clip to view on YouTube… and turn up your volume! 🙂

2. NYTimes: The New Algorithm of Web Marketing
Not only are we living in the era of the empowered consumer, but we are also seeing advertisers take on new power as “programmatic buying” technologies allow advertisers, not media companies to set advertising rates based on the real value of the highly-targeted consumers.

This is a major new trend that I believe can be expected to accelerate rapidly. And, as with all rapid changes, there are those who are dragging their feet. The Times reports, “That shift is punishing traditional online publishers, like newspaper, broadcast and magazine sites, who are receiving a much lower percentage of ad dollars as marketers use programmatic buying across a much broader canvas. Some sites, like CNN.com, refuse to even accept advertising through programmatic buying because they do not want to cede control over what ads will appear.”

Everything old is new again, especially in the online video advertising and TV spaces. Here’s my video comments about what’s linked and discussed above:

As always, I look forward to your thoughts and feedback!