Jennifer Laycock, Editor of Search Engine Guide, explains how they are marketing an upcoming conference using a homemade video on YouTube. The video cost them just $148. It took 18 hours of time (divided among 3 people) to create. She writes:
It’s a short video, just a minute and a half, but it sums up the point of our show far more interestingly than a regular blog post or press release would have. With so many shows out there to choose from these days, we knew we had to get across what made us different quickly and compellingly. Of course, that’s the problem being faced by nearly every company online these days. How do you capture someone’s attention online, where information overload has left most Internet users blind to anything resembling a sales pitch?
The video is aimed at small business owners and Internet entrepreneurs. I thought the video was hands-down one of the most creative videos I’ve seen in a long time. Here it is, because I’m sure you’re curious:
So what is it that makes this video ideal for small business owners and startup entrepreneurs? Essentially, it shows an understanding of small businesses. How does it do this? Using a number of small, subtle points. The video:
- Uses language they use — no marketing-speak.
- Suggests that they won’t have to be subject-matter experts, but still will get personalized attention.
- Isn’t filled with big-company speakers that may impress, but from whom they would learn little they can use in their small business.
- Makes the conference sound like fun.
- Appreciates the realities of their lives — that every day away from the office is a day they aren’t earning.
- Explains the cost of attending openly and directly (including that all meals are included, a minor but important point when you don’t have an expense account).
- Tells them that they will get practical knowledge and leave with tools they can use (notice the emphasis on the flash drive and worksheets).
This is a wonderful way to market to small business owners and entrepreneurs. And a good use of YouTube. Nice job, Jennifer and Robert!
PS, for more about the conference, go to: Small Business Marketing Unleashed.
