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You’re at a _________________________ (trade show, conference, business meeting, fill in the blank) where one of a few prospects hands you their business card.
You know that in order to turn prospects into hot leads you need to follow-up with them. Soon, which means you have to …
… but who has time for all that, especially if you’re meeting a couple of new prospects.
Then you look at the card and notice, that is only has the prospects company name and website, a ‘info@’ email address and a phone number, but nothing else. You’re gonna tell me that you remember the name of all the prospects you met at the event, if you wait to enter their data until that evening?
What if there was a way, where you could have the business card scanned and read by an app? That would be pretty cool. How about an app that could go and find the missing info (name, job title, personal email address, …) automatically? Now we’re talkin’, right? What if all this info is entered into your address book with a simple click? Still not good enough? What else would you like it to do? Make a LinkedIn connection? Schedule the CRM reminder? Put the business card into your Rolodex?
I’d pay good money for the ability to go back to the office and have all that happen automatically – you can’t get much better than that, right?
Hang on to your hats, ladies and gentlemen, it’s even better than that. I’d like to introduce you to Scannable, Evernote‘s smart scanning app. Not only does it do all this (well almost all of it), but it does it in real-time.
Back to that business card you got handed to you by one of the new prospects you were talking to. Just this time you pull out your smart phone, launch Scannable and you’re pretty much done. The app finds the card in front of the phone, scans it, reads the information, goes to LinkedIn, pulls the missing information from the prospects LinkedIn profile, and places all the info into the right fields of your address book, which you can save in your address book and Evernote with a simple click. All this takes about 60 seconds and remember all you did was launch an app and hold the card in front of your phone’s camera.
While Scannable does all of this, I can go on chatting with the prospects, learning more about how I can help them create great visual content for the project they’re working on. I finish the conversation with one simple question “Would you mind, if I’d send you a LinkedIn request?” and thanks to Scannable, I can do that as they say “Sure, why not.”
Oh, I forgot to mention the price of this service, although by now you’d agree that it will save you not only time, but also convert your prospects into hot leads (which is a little hard to put a price on): it’s free. I know, right?
One of the mistakes I’ve made in my career is to rely exclusively on my images to get me booked. That may have worked in the past, but as I get ready to push my business this fall, I know my clients want to see more than just pretty photographs.
I’ve quoted this before, but it’s so valuable I’ll mention it again–Heather Elder* (@heathereldersf) creator of Notes From a Rep’s Journal said “The bottom line is that relying solely on your imagery to speak for you has become dangerous. Adding your voice to that imagery is as dangerous, but for everyone else, not you.” That sounds great, but how on earth do I add my voice to an image?
Clients – at least the ones in the B2B space that I’m working with – are looking for more than just an image: they want a photographer who has a strong Social Media presence, one who understands how small businesses market themselves online, one who is recommended by his/her clients and who takes them behind the scenes of productions he’s worked on. On top of all that they expect award-winning photography and video productions.
With this in mind I’ve started to create integrated marketing campaigns, which focus on a very specific group of people but are executed across a very broad range of media:
The target of your campaign is your website. Everything should bring your client to a homepage that proves to a potential customer one thing only: you are capable of producing the job for them. And how they can contact you (check out how to automate that first customer contact). OK, so that’s two things, but you know what I mean. Does the first image your visitor sees on your site tie into your marketing?
Yes – physical good old-fashioned postcards. With all the emails, Facebook messages, PMs, videos, texts and SMS’s we get today it’s easy to drown in a sea of electronic messages.
How do you compete against this onslaught? Go old school (with a twist): send a handwritten postcard. Clients appreciate knowing that they weren’t part of an automated campaign, filled in with their <FIRST NAME> <LAST NAME> and thanking them for the opportunity to bid on a photography job for <THEIR COMPANY>. A handwritten than gets noticed.
So where’s the twist I mentioned earlier? Well on the back of the postcard is a link that goes to a landing page with the same image, a client testimonial video and a contact form that integrates with my CRM along with all the automation that comes with it. This page continues into a blog series about this shoot, that details how I estimated the job, pre-produced and scouted the job and how the job actually got photographed. (For a more detailed explanation of how the physical postcard gets integrated with my cloud-based CRM, check out this weeks #MarketingHack #17: Link your postcards to the cloud!
The sky is really the limit on how far you want to take it – social media memes, customer video testimonials, organic Facebook campaigns, winning photo contests, behind the scenes videos, online recommendations on LinkedIn, periscope live broadcasts… All these pieces of content make up the voice you need to promote your small business today. How many more channels can you think of that this image could be integrated into? I’m trying to hit a narrow audience in the broadest possible way.
That’s the $64,000 dollar question, isn’t it? As you can imagine a lot of work goes into creating an integrated marketing campaign. “What’s your ROI?” you might ask. Well, let’s look at one example. In this case, I entered a professional photography contest hosted by the Florida Guild of Professional Photographers because winning an award gives me another reason to showcase my work to my target audience, even if they’ve already seen the image before. Here’s my investment:
The real secret is to cross promote these channels: the postcard leads to the landing page with the video testimonial; the news of the award sparks the curiosity of how the image was created and goes to the “how to” blog series; the periscope live broadcast builds excitement before the photograph is even produced (and lives as evergreen
content on the blog); the LinkedIn recommendation causes someone to check out your profile and leads to another visitor to your website… You don’t have to create a linear campaign, where step 2 follows step 1. Someone can enter this integrated marketing campaign at any point and go to almost any other channel to get more info.
As I’m getting ready to come out of the slower summer months and gearing up for a busy fall, a marketing campaign like this can drive the visibility I’m looking for and ensure that new (and repeat) clients are hearing the voice I’m adding to my imagery.
(This post first was written for and published by the American Society of Media Photographer’s strictly business blog.)