Tag Archives for " business card "
OK. Last week I talked about printing a business card for a specific project (remember MarketingHack#29) and from my experience, many people I speak with think that business cards are not important in today’s digital world. I can just hear you say: “And now you’re saying how I read someone else’s business card is important to my brand? Come on – I mean it’s a little piece of paper, that we’re not quite sure to do with, once we walk out of a networking situation.”
Let’s back up a bit. Marketing is “the process of promoting, selling and distributing a product or a service“. So how does the other guys business card fit into this definition? Knowing your target audience is vital, but don’t forget that this group is made up out of individuals. The more you know about each one of them, the more you know about the whole, right?
Usually a business card has at least one way of contacting this person, often more than one: email, phone number(s), website, mailing address, ect. It’s a virtual goldmine of avenues to connect with that person. However, if you just toss these little cards into a box or go as far as sticking them into a Rolodex (Do you even have one of those?) they won’t do you much good. You got to be able to have the information at your fingertips to be useful, which means the phone number needs to be in your address book; the address should be linked to the account in your CRM (Customer Relationship Management) system. It would be even better, if you could connect with the person who handed you the keys to their kingdom, aka their business card, on Social Media, but in reality who has time to enter all that info in the correct places every time, without forgetting to do so?
Make this a habi-matic (and no, that’s not the latest kitchen appliance as seen on TV). It’s a habit, you make automatic: Here’s what I mean – can you image a utopian world, where someone hands you a business card and while you are talking with that person, your staff automatically…
…quickly enough, that you can actually ask the person, if they would like to connect on LinkedIn. Sounds impossible, right? Check out a screen cast of all this happening inside of one minute:
Using this opportunity for more than just accepting a slip of paper, but connecting (and then following up on that new connection), shows someone how serious you are about keeping in touch with them, it gives you all the info you need to promote, distribute and sell your services and that’s the definition of marketing.
So get off your butt, start developing a habi-matic and show your prospects how efficient you are.
You can read how this process actually happens in the first post of my new blog series “Solving the productivity puzzle“.
…automatically answer every online contact request with a branded, personalized email from your company and get an alert to new inquiries via text, email and SMS from the cloud?
…enter each business card you’re handed into your cloud based address book and automatically pull in data from the card owner’s LinkedIn profile?
… see the last activity you had scheduled with that person, the client account associated with him or her and have the personal contact info from your cloud based client database on your screen when you look up a client on LinkedIn?
… automatically trigger the creation of a digital job folder, add a customized to-do list (based on how you go from prospect to client) to your calendar and create a blank production book in the cloud when a client sends you a job request?
… store all emails, call notes, marketing efforts, past invoices, payments and briefs pertaining to a client account in the cloud, accessible from anywhere in the world?
… control image delivery to your client from your smart phone?
… create an expense report in the cloud just by photographing a receipt?
Sounds to good to be true? Welcome to your business in the cloud.
Def: Cloud based business, means that your data is stored in with an online service. That can be a photograph you are delivering to your client via Photoshelter, contact information for a prospect stored in SalesForce or your production book from the last job including all releases, insurance info and crew details in Evernote.
There are lots of systems you can choose from. Here’s how I use mine…
The first tab that opens in my web browser is my SalesForce Customer Relationship Management (CRM) System: the heart of my cloud business. It aggregates all client info – some automatically, some from other applications or web services – into one place.
More than just a calendar and address book app, it links everything together, so my client’s personal cell phone number from last year is at my fingertips and I can easily see the last estimate I sent them while I’m on the phone talking about our upcoming project. The digital documents don’t have to be stored in SalesForce – in my case, I use Evernote.
Here are three channels I use to capture new leads into my SalesForce client database:
When a prospective client fills out the contact form on my website, they are actually entering their data into SalesForce, which then sends them an automated personalized email response and notifies me that I have a new lead. All this info is accessible via the web interface or an app on my phone (Read more about it on this Strictly Business article: Quick Tip – Automate).
I use a MailChimp plugin on my WordPress blog to send all subscriber information straight to SalesForce. That plugin also sends email updates to my subscribers when I publish a new blog post and maintains my mailing list. All day, every day. Don’t have to think about it.
I take a photo of the card, Scannable reads the card, saves it to the address book on my phone (pulling in any information that’s not printed on the card from the person’s LinkedIn profile) and adds my new contact to SalesForce. All in about 30 seconds. (Find a link to watch a real-time business card scan at the end of this post).
“Really? In today’s digital fast paced world you’re telling us to create a business card?” I can hear you think “Man, that’s so old school.” Ok. So I’m not advocating to make a card for every single job you’ve made, or even for your best ten or twenty images.
I’m talking about that one signature video or image, that’s out of this world and really stands out. Use projects that give you instant street cred. Something that is so unique, that your audience identifies your brand with the project. “You’re the guy that shot the _______________.” In my case it’s a short documentary film I created in Afghanistan a few years ago.
I often give this card, right after I’ve handed my regular business card – and it stops people in their tracks and it answers a ton of potential questions in about 2 seconds:
“Ok, so he’s shot a video in Afghanistan, that means he can produce my project that requires some production or travel.“
“Wow. The image is pretty powerful and that single frame already tells a story – looks like he’s got his cinematography down.“
“Hey look a national award. This must be a good film.“
This is one of those business cards that people keep and it instantly brands my business into their brains. I love the face of this card. It’s simple, powerful, makes an immediate impact and is very memorable.
As for the back, I’m always surprised at the question I get, once people have flipped the business card over: “Where can I see this video?” Really? The URL is right there!
I also need to redesign the other elements. By now the film has won 3 more awards. It’s been the topic of a TEDx talk. The social media accounts printed on the back of the business card are no longer the accounts I push.
Guess I’ll need to redesign the back and reprint them.
Remember MarketingHack #17 “Link your postcard to the cloud” That’s a printed postcard I use to get my target audience to engage with my brand online. The sky is the limit – posters, shirts, stickers, ect.
If I need a new business card, stationary, poster, ect. I print all of those with Vistaprint. Their quality and price are fantastic, their customer service is great and I’ve been happy with every interaction we’ve had. If you have something that needs to get printed, use this link for $10 off.