Traditional Vs. Internet Marketing

Have you noticed that internet connections are becoming as common as phone lines? And phone lines are becoming less common? Our cell phones can surf the web now. Almost every business no matter how big or small needs an online presence. Businesses need to start thinking about their marketing plan to look at how traditional marketing (newspapers, magazines, post card mailings) measures against NEW MEDIA and INTERNET MARKETING.

Businesses are realizing that online advertising is more affordable, trackable, and extremely profitable.

For instance, a client of ours has been marketing her business by using traditional techniques such as newspapers and magazine advertising. Her quarterly cost to put a 1/2 page ad in a magazine was about $2000. Her newspaper ad costs were $1000 per quarter. Her yearly marketing expenditure comes to a whopping total of $12,000!!! For all of that money and very little effort, she received only a handful of inquiries. And the most important aspect of her marketing effort that was missing was the TRACKABLE DATA. She didn't know who was viewing her ad. The only data she received was the number of people who bought the magazine and the demographics, but she knew nothing about who was looking at her ad.

Now, no one says that once you put your web site up and make those fancy web videos that it will become easier. Internet marketing has to be consistent and you have to work to get the business.

You have to create a consistent internet marketing strategy that will make the internet work for you. When it comes to internet marketing, a functional website should include a content management system that lets you do routine updating automatically.
Nothing cements your relationships with your customers or motivates them to make new purchases like an informative, frequently updated, well designed, website. Search engines are very important in this regard. So is SOCIAL NETWORKING that gets your business front and center attention. You can also get feedback from your clients.

There are tons of effective marketing programs on the internet but, you first have to identify your target audience. Mostly all consumers will use "keyword searches" to find what they are looking for and interested in. This is very important to keep in mind when doing your keyword research. Make sure your business is listed in Google Local, Yahoo Local, the yellow pages and other local search engines. Listing is free, although you can pay for more prominent ads.

The biggest difference between traditional marketing versus internet marketing is, you not only have access to a massive audience you can reach in a relatively short period of time, but you will keep your overhead expenses reasonably low. You are also marketing to an audience 24/7.

So our client decided to get a web site, do social networking, and post videos of her business on-line. Her expenses for web site $1500. For a social networking profile $0 and her time, of course. For videos of her business $5000. That comes to $6500. Of course, she will have to spend her time and some money working on SEO programming, social networking and spreading the word. However, she is rewarded with trackable data and increased sales from an audience that is loyal.

She has also used her video to:
-Post on her blog and social networking pages
-Send to potential clients
-Send to current clients
-Embed on other web sites pertinent to her business
-Asked other web sites to post her video
-When asked for media from the press, she just sends them a link to the video instead of a DVD
-She no longer advertises in "traditional" magazines and newspapers. Now she's advertising online with magazines and newspapers that have a web presence so that her video is embedded in their web site.

So, look at your marketing plan and decide how you'd like to market--traditional or the internet.

Social Networking: My Opinion

Does it Work?

It can work as long as you treat online social networking just as you would if you were doing it in person. Be an active member of a community or site. That being said, it is only as valuable as the amount of effort you want to put into it. Just like meeting face-to-face, a first impression is a lasting one. Remember to create a page that reflects the atmosphere of your business.

Add pictures, video, events, post specials, post events, ask your audience questions, and get opinions. This is a great place to get opinions and ask your customers to post reviews and experiences once they come to your business.

You can also post tips or share your knowledge (in small doses), so that your audience can connect with you on a level of education.

So, does it work? It takes time, nurturing and patience. It's still an experiment to some who've never been internet savvy. Only time will tell.

www.SantaFeTVShow.com Production

Our web series, www.SantaFeTVShow.com was created to showcase the cool and positive things that we have available in Santa Fe and all of New Mexico. From our lifestyle, our awesome and talented people, to some of the most beautiful locations in the South West, this web series aims to capture it. This web series also showcases businesses, big and small, throughout New Mexico. If we could take the spirit and style and bottle that mystique and coolness--this would be it!

Carlo Zanella is the DP, shooter, and editor. He also produces the music. Angelie Gamboa (that's me!) is the writer, 2nd camera, assistant editor, also produces music.

It's still an experiment that will market the tourism industry and the businesses and personalities that thrive here.

We've also wanted to take our unique style to a bigger audience by going to Italy, Carlo's home town, to bring that Santa Fean mystique to Umbria and the Dolomite Mountains. So will it bring more viewers? Yes. Our numbers keep climbing. Does this mean that we're moving away from a more "local" feel? That remains to be seen. While we do not want to alienate our local audience, it is a WEB SHOW after all and a lot of viewers come from all over the US and abroad. So, as long we draw some parallels with Santa Fe and New Mexico, it could work. Or maybe, we end up creating something very "global."



Which is a good thing! Afterall, this world is getting smaller with the advent of Social Media.

We shall see...Stay tuned July 11th for the "ULTIMATE ROAD TRIP-ITALY" on www.Santafetvshow.com!

www.SantaFeTVShow.com, SIZZLE #2 for Episode #8 from Santafe TVshow on Vimeo.

VIDEO PRODUCTION TIP #1

When creating a video for your business, it can get daunting as to the content. Some tips on how to make a better video? TIP #1: PLEASE NO HAND-HELD SHOTS! A web site is usually the first impression that a customer gets. Now, as it becomes more common to post videos on social networking sites, the media, such as video, is the most important part of your marketing. Nothing says "UNPROFESSIONAL" more than hand-held shots. Get a decent tripod that will hold your camera. Unless you are doing a "reality show style video" hand-held shots can be annoying to the eyes and the viewer. Remember, it's how your present your video and that first impression that the customer gets when they see it.

Importance of Having Videos on Your Website

There are many new techniques people using to promote and increase the sales of their website. Videos are considered as one of the best methods for communicating with audiences. A fact that all of us know is that it’s much easier to consume the visual image than to read something. The visual impact created by videos can often be creatively used to reach out and capture the imagination of a wide audience.

Four Reasons Why Video is the Good Option:

1.Watching existing clients endorsing your product gives a much stronger message than seeing an endorsement in print.

2.Things that don’t yet exist can be brought to life, whether this is a product or a new initiative.

3.A new practice can be illustrated by ’seeing it happen’, and so can become more credible.

4.Video’s use of real people, animation and music are valuable when motivation is a key ingredient in your message.

Video is best for the communication of a simple, convincing message. We can feel an emotional connection more readily with video’s moving images and sound than other communication mediums – to an audience it is the closest medium to reality.

Streaming videos over web pages has caught on with an increase in the available bandwidth and connection speeds in the last couple of years. Often a good video associated with a good product could double or even triple the ’sale ability’ of the product. Take for example, the fashion industry, often endorsed by the big names from television and the silver screen. The visual impact associated with Naomi Campbell walking down a ramp wearing the latest spring design is much greater than a two dimensional photograph which often lacks the dynamism of a video.

Due to its nature, video can be very versatile in the style and tone used to convey different messages. The video itself can be powerful, with iconic images cut to compelling music, to set the tone of an event or product, or it can adopt a contemporary documentary style to provide account of a practice or initiative.

The impact created by the video not only depends on the quality of the created video, but the final quality of output that reaches the viewing audience through streaming off web pages. A good video backed up by a poor video player is often a let down and fails to create the impact that it would have managed had the support player been capable of producing good quality, yet fast and efficient streaming of online videos. A good video, bundled with the right support material will definitely prove to be one of the most effective ways of reaching out to a worldwide audience 24×7.