Mornings From The Cabin: Recent Episodes
Gregg McLachlan
Short mini podcast episodes featuring tips and advice from the field to help you tell better conservation stories. Host: Filmmaker Gregg McLachlan
The overuse and over-abuse of electronic gimbal stabilizers are rampant in the filmmaking world today. If you see buttery smooth footage, it's the result of gimbals being used by filmmakers. But gimbals have a downside. The organic feeling of a viewer being there in the moment with the 'stars' of a video is being lost. Life and work isn't buttery smooth. Especially in conservation work. There's rocky terrain. Stepping over logs. Quick responses. I'm not talking the extreme cinematic camera jitters used in Saving Private Ryan. In this episode I talk about why I've been leaving my gimbal stabilizer at the office when I am filming conservation projects. Hint: It's about my camera being more organically, realistic and in sync with the real life of my subjects, which are ecologists, biologists, field technicians, etc
Well, you could read this previous blog post about Being Real Is Better Than Perfect, or you could watch this video by WorkCabin Creative conservation videographer Gregg McLachlan and hear a real story about why filming in nature is not about everything being perfect in your videos. And why, it's more natural and real to forego storyboards and scripts in nature storytelling videos.
Watch this example of a video that used no storyboards and scripts.
NatureHood: Waters Of Life
Making money as a professional photographer is hard. Or at least, a lot harder than it used to be. Unfortunately, I still see too many photographers still posting rants on social media about organizations sourcing free photos from social media users, or via photo contests. These rants are almost always focused on these external factors that creatives have little control over. What we can control is our own actions, how we are changing in this new digital era, and how we are adapting. Everything from whom we target as potential clients, to what we create, and how we market ourselves has changed. It's not 1984 anymore.
A great story is what separates memorable content from content that is forgettable. Obviously you want to be memorable because that gives your conservation organization a competitive advantage.
But how do you create a great story? How do you tell it in a way that captivates your audience?
There’s no secret formula for getting it perfect. If there was, every nature story would be the same. But there are ingredients that are essential and effective to creating a better story. These five tips are ones that WorkCabin Creative incorporates into its video work. They are essential if you want your story to stand out from the crowd.
Scenario: You have a one-minute video. You: "We need a one-minute voiceover!"
Stop. You might not. Leave some space and time for nature to do the talking.
Creating an emotional reaction in a viewer is more likely to happen because we watch an inspiring clip of nature vs words spoken by you. So the next time you are creating a voiceover for a video, remember that balance is key. Know when to have talking, and when to let nature alone do the 'talking'. Together, you'll have a real partnership that is powerful.
Knowing where your organization sits in its relationship -- or lack of relationship -- with audiences is key to where to start your video or podcast journey. If your audiences are continually asking "We don't know what you do?" and you skip answering that starting point, you risk failing to grow relationships, especially new ones.
Too often we evaluate the success of our videos based on the likes, views, retweets, shares, etc on social media. An inspiring bit of feedback recently from a client really put it all into perspective about what really matters the most. Hint: It's not the number of likes.
There's a very simple ingredient that many conservation organizations are missing when they go to all the expense of getting a video or video series filmed and produced. There's no denying this ingredient works. Hollywood has used this technique for decades!
Long before we ever engage on making a conservation video for your organization, there's a good chance some of the work for project has already started. A new year marks new seasons here at WorkCabin Creative where it's all about field work several days per month to capture broll footage. This footage becomes part of our footage library that we can pull from for future inclusion in conservation film projects. Need a clip of a turtle? A muskrat? We've got that!
Saying "No" to work is not easy. But when you have real experience working in conservation, understand the landscape, and the environmental factors of specialized work, you have the skillset to make informed decisions. Such was the case recently. But I still made it an opportunity to provide expertise to the organization that was greatly appreciated. That's the takeaway in this week's episode: Every opportunity is an opportunity to create a lasting impression, even when you (unfortunately) have to turn down work.
In this episode I talk about THE most common question asked about video projects. Videographers aren't trying to be evasive when they can't answer this question right away. That's because every project is different. So we have to know more about your story
The year 2020 has been all about gaining new perspectives. Limited time sales and promotions seemed so gimmicky. Something more was needed in such challenging times. So I did something that was the opposite of what so many small businesses did during the challenges of Covid19
Of all the things that have helped my business, knowing my niche and target market have been the biggest assets to creating career momentum and growth. It has helped build credibility, trust and authenticity within that specific markets. And most importantly, it has led t0 high quality referrals from customers who understand and want the value that I provide
We've all seen those kinds of so-called "creatives" that say in their Facebook bios they are full-time professional photographers or whatever. But look at the volume of photos or videos they post almost every other hour every day on Facebook and the obvious becomes apparent. They are not "full-time" photographers. They are "full-time" Facebook users. The only thing many of these so-called photographers are working for is volume of free Likes and "friends" congratulating and showering praise on them. Here's the problem. That's not work. It's an addiction. And it's definitely NOT the work, life balance of being a real full-time creative who is actually out there earning a living.
For the past two years I've been building a personalized YouTube channel all about helping new filmmakers and videographers. This podcast episode is about the amazing lessons learned growing a channel and why I think YouTube makes you better and smarter at using a social channel vs all the other social channels out there.
Find my personal YouTube channel here
A pandemic is certainly a challenging time for creatives. But those of who us who have adapted and continued to serve customers, even in smaller ways, will look back and see this time as success. Maybe not in terms of income generated. But in terms of keeping our businesses alive in some shape or form. Resiliency is a business trait that the right target audience will notice. And these are the customers you want to attract
Unstaged. Unscripted. Two words that strike fear into the hearts of many communications professionals. But really, if you want to resonate as authentic and real, being unstaged and unscripted is powerful for not only being viewed as more genuine but also trustworthy
It's easy to look at someone else and want to be like them, have the same success as they apparently have, do the same kind of work, and measure your own progress based on them. The entire trouble is, doing this will usually only cause you nothing but demoralization and an inability to truly improve because your guide to measuring yourself and your success is not your own
Just like you, Covid19 has me reflecting on so many things, including my business. It has been a time of reflection, re-examining goals and dreams and...... yes, services. I feel that I have gained way more clarity over these past few months. I feel that my focus is even more laser-like now. I know where I want to grow and put more emphasis on going forward
Now is a kind of a gut-check for every community out there. As Coronavirus impacts nonprofits, groups, downtowns, and organizations, it's interesting to see the growing divide that's now being exposed: Some are being innovative and rethinking how they can deliver their programming and events by livestreaming, utilizing videos, or webinars in 2020. And then there are others simply throwing in the towel on programs and events. OK, I get it it: maybe some activities have significant logistics and no other way to proceed than being in-person, so cancelling makes sense. But the intent of this podcast episode is aimed at smaller organizations. Like downtowns, small nonprofit community groups, environmental organizations, etc. What's shocking is seeing so many activities being cancelled and thinking to myself: "Really? They couldn't find a way to do that online on some scale in 2020?" The takeaway is this: Audiences are missing you! Come July, they will REALLY missing you. You cannot afford being absent in their lives. So take a step back and think before you cancel. There are potential alternatives. Everyone is stuck at home and craving ways to stay connected with their favourite community groups and places. Innovative and progressive groups, downtowns and communities are REALLY standing out now Behind-the-times communities are REALLY being exposed now.
We're all in this together. What does that even mean? It's something I've been thinking a lot about in these days of business shutdowns, social isolation and social distancing. For me, I'm focusing on how to be an even better person. And truly making a difference. We all have skills that we can contribute. That's ultimately what will make "we're all in this together" truly succeed. For me, that means making myself available to help or listen. Giving back is now more important than ever. Helping others is paramount. We'll figure out the rest when all this over.
In this episode, I share the story of my career journey. It has been filled with highs and lows. It has been filled with naysayers and it has been filled with regrets. I have spent the last 10 years trying to rationalize time lost and what I still consider to be years of lost identity, something I still struggle with today. I'm living my best life today and soaring. And I rely on a few simple reminders to keep me focused.
There's so much advice floating around out there about what you should and shouldn't do on Instagram. Most of it is wrong. Instagram is NOT Facebook. It's not Twitter. In fact, it's something totally unique. Its power is that it is a 'discovery' channel. It's where we discover people, places and shops. Those discoveries influence us to visit, shop, or engage. If all you're doing as a business is posing materials or products for the perfect 'staged' photos, you're missing the real power of Instagram. In this episode I talk about 'discovery' and what it means and how you can leverage it with your Instagram content.
I've noticed a growing trend in my industry today: More and more newcomers to the marketing field, many with little experience, are trumpeting 'popularity' as the key indicator of success for businesses. It's all about the number of Likes. And views (even if the hidden truth is that 87% of those views were less than five seconds). On Facebook, especially, I'm just not sure anymore about the value of a Like. It seems people just robotically hit Like with little thought. Personally, I have been putting more emphasis on places where I am seeing customers acquired, real conversations, and creating business-to-business relationships that transfer to offline collaborations.
Throughout my 10 years in business as a social media strategist, filmmaker and conference speaker, I've heard a ton of excuses from businesses about why they can't do or need various types of marketing. In this episode I talk about three of the most common ones. This probably won't be the last podcast I do about this theme.... there are many excuses I have heard and still hear today
We all face decisions in life and in our careers. More times than not, I find the Head, Heart, Gut decision-making formula helps guide me, evaluate stuff, and choose the best path. Make note that I said best path. It might not always work out, but that's part of life. We grow. We learn. We swerve and adapt. In this episode I talk about which one I rely on most -- Head, Heart or Gut. You may rely on a different one, or two, or all three.
It is drilled into the heads of business owners and organizations everywhere by marketing gurus.... "Tell stories!" To be honest, most of those pitches fly over the heads of most small businesses. Too hard to understand. Too overwhelming. Too much "show don't tell" jargon lacking relatable substance. So in this episode I break it all down into a simple, easy-to-grasp explanation about why telling stories matters, especially in this era of big box stores and mass produced goods.
In the community where I live, a hashtag was adopted several months ago by the municipality and used by local politicians. The hashtag attempted to illustrate that the fabric of the community is what makes the community undeniably unique. Trouble is, local politicians and some so-called 'leaders' later started parroting a false narrative that the community is broke and therefore all things heritage and culture (libraries, arenas, arts centre, and museums) should be cut, hours reduced, or thrown into the hands of unpaid volunteers. The municipal hashtag has now become a PR disaster because a new grassroots coalition leveraged the original hashtag and flipped it upside down into a new not-so-complimentary alternative. There are so many lessons to be learned from this episode. I share some valuable takeaways so that other communities don't make such a silly and costly mistake when it comes to haphazardly choosing a hashtag without doing due diligence.
Hey, you're super proud of that website that you had built five years ago! Congrats! Or, maybe not. Here's the kicker: Your website is pretty much out of date and out of touch with reality in 2020. You only have to look at some of the big keys for Google search engine rankings today to realize your website is probably not cutting it anymore. In this episode I share a few tips and wisdom.
We're always told... say "No!" to other people. But how often do you do inner reflection and say "No!" to yourself. I'm not talking about saying "No!" to hiking that trail that looks too steep, or "No!" to that mango carrot granola bar because you don't like mango or carrot. I'm talking about everyday little things in your life or work life that you do, and affect your personal productivity or success. You are in control of so much of your own success. But only if you also learn to say "No!" to yourself
In this year-ending episode I reflect on a decade as an entrepreneur and how I've changed my approach to doing business toward the end of the decade and how I'll focus on the future
Because I work on the road so much helping other communities and downtowns located far from where I live, people often ask me about where I live, what's it's like, etc. They also ask if I have thought about moving closer to my target market. The conversations then occasionally drift into a wider conversation about 'fit' and how where you live 'fits' and complements what anyone does as an entrepreneur
Well, I've finally decided to take a break from Facebook. I'm still actively using my other social media platforms. But I'm stepping away from my personal Facebook page for a break. Why? There are few reasons. In this episode, I share why I am doing it.
Work has been super busy over the past month and I have spent many days away from home to do work in other communities. And that explains why I have gone a few weeks without a new One Minute Monday episode
Putting yourself in front of the camera can be terrifying for many people. "What will they think of me?" "Will I sound silly?" "I look stupid on camera?" I've heard it all. I was once terrified of being on camera. But I took the leap years ago. What made me instantly start embracing it more was the reactions I started to get. It gave me confidence. My enthusiasm grew. So, here's what I tell everyone who is scared of making their own videos: Try it. And then look at the reactions. You don't need everyone to like you. You only need the right people to see it and appreciate it.
Just because a business appears to be 'popular' on Facebook, it doesn't mean it is a successful business. I have seen many 'popular' businesses on Facebook fail in real life. I see businesses that are currently 'popular' on Facebook and know they are failing to make a go of it. It is all a reminder that 'popularity' on Facebook does not always equate with a business being a success in real life. Yet I see this misconception growing, especially in smaller communities. Having only your friends, your clique, and your family, like you on Facebook is not the same as real customers coming through your doors and spending money.
I visit a lot of small towns as a professional speaker on marketing and social media. When you tour the towns, visit shops, and meet the people, you get a real snapshot of the sense of welcome. To anyone who says every small town is the same, I can tell you they definitely are not. I recently spent several days working in Palmerston and Harriston, Ontario. The only things these two towns share with many other small towns are the challenges of downtown revitalization. But both have incredible enthusiasm and support and they are taking significant ongoing actions to change those fortunes. Both these towns will succeed. I know it. I was blown away by the sense of welcoming in these towns. They don't just talk about being "great places to be." There really is a community-wide vibe that shows it's a great place to be.
I'm on vacation! That means I am roadtripping to towns and tourist destinations to experience how other communities are standing out. It's amazing what you see and learn by going beyond your own town's borders. When I travel across Ontario for speaking engagements about social media and marketing, I am able to use the perspectives gained to help other communities. Next month I am speaking in Muskoka, And in October, I return to eastern Ontario for another speaking engagement.
When I do conference and workshop speaking, there's a common concern that I often hear from the employees who are in the trenches doing social media for their businesses or organizations. It goes like this: "I'm trying the best I can, but the people at the top don't get it!" That's code for the people at the top are clueless. They don't use social media, beyond posting to family and friends on their personal Facebook page. Yet these people at the top often believe they are experts about social media. Sadly, they are not experts. Most couldn't read an analytics chart if they tried. They are also so disconnected from social media that they rarely even look at the content being posted on their organization's social media feeds or look at the engagement. Yet, again, there they'll be in a future meeting taking the lead to explain the organization's use of social media. I can tell you this: organizations that are long-term successful with social media have a 360 degree ecosystem of support, engagement and strategic planning from top to bottom. The organizations and businesses that share this trait are few. You can easily spot the successful ones -- or ones trending to success -- on social media. The ones that don't have a 360-degree ecosystem have a strategy that flip flops or appears non existent, refuse to invest, and are falling behind the competition.
The mattress-in-a-box industry has caused giant disruption to the traditional in-store retail mattress industry. Yet how is traditional retail fighting back? It's relying mostly on a message of "Our prices are cheaper!" Sadly, what the traditional retail mattress industry is blind to, is that price has little to do with why people are swerving to buy mattresses online. Hint: It has everything to do with the EXPERIENCE is better. Listen to my full view in today's podcast. It has a lesson for everyone in retail today
It's vacation season -- I'm unplugged most of this week -- and what better time to discuss the value of time and unplugging! I use a time-tracking app for my social media and I can tell you that it is essential. I value my time and it helps me makes better decisions about where I spend my time and how much. It is eye-opening to track time and even more eye-opening when you think about the return of all that time invested.
Ten years ago I lost my job. It was the best thing that ever happened to me. It started me on a path of discovery to growing the kind of career and life I wanted. It has taken a lot of hard work. But it also took other things, like vision and action. In this episode, I talk about what went into those early days of growing my own business, and the approach that still helps guide me today
Every business has a brand personality. Sadly, most businesses don't know what their brand personality is. That's because they ignore taking time to research and develop a brand personality and integrate it into daily marketing, social media, and communications. When you nail your brand personality, it helps you nail targeting the right target audience. When you fail to develop a brand personality, you're basically just plodding along without an identity and throwing stuff against the wall and hoping something sticks. That's insanely wasteful and costly for any small business.
Learn more at WorkCabin Creative
Why do some small business owners insist on going on social media to talk politics and post comments that are deliberately intended to hurt, humiliate and belittle other people in the community? It makes no sense. Yet many continue to do it, without ever taking a step back to think about the repercussions of their actions.
With consumer skepticism over brand content at an all-time high, the big shift in video storytelling on social media for many smaller brands is an emphasis on being real, raw, natural and authentic vs over-choreographed, over-scripted and over-produced. Consumers crave seeing the real you. That's how authentic bonds are formed. They don't want to see something you're not or something that smells and looks like a push-marketing TV commercial.
Everybody makes mistakes. It's human. But not everyone will admit mistakes and take ownership of those mistakes. Here's the real power of taking ownership of mistakes: It demonstrates courage, honesty and integrity, and it elevates your own leadership abilities and status as a true leader by taking charge of the solution to your mistake. That immediately helps you build a team for long-term success vs refusing to own your mistakes and instead embracing confrontation.
It seems to be becoming more common today, especially in small towns, once beacons for decency, being neighbourly, and showing kindness. Lately, reading comments on Facebook posts, especially media sites that report the news has become painful and distressing. It's an everyday occurrence to see commenting deteriorate into public personal attacks, bullying, insensitive comments, and ugliness the likes of which most of us are not used to in small towns. It gets even more ugly when someone tries to take the high road or point out an opposing view. The vultures descend with even more vicious attacks and venting. Most never bother to read the actual news articles. It's simply another opportunity to attack. It becomes even sadder when you start hearing more and more people saying offline, "What has happened to our community?"
One problem negatively affecting storytelling in the social era is that everything still has to be epic, scripted, dramatic, overly planned scenes..... Ack! Well, you get the picture. Today, overproduced storytelling can render small businesses or small nonprofits as unauthentic. For businesses, things that are too slick can make them look like bog box stores, which is EXACTLY what they don't want
As a social media strategist who works with a lot of organizations and businesses, I always advise treading carefully with banning people from Facebook pages. So, now that I've banned someone from one of my own business pages, I thought I'd share why I did it.
Small businesses that continue to pitch a "Buy Now Buy Now" message are still living in the 1970s era of marketing. OK, may the 1980s too. Today, it's all about creating engagement and that happens when you target the emotions of prospective customers. When people develop a bond or attachment to you, they get to know you and like you, and they are more likely to come a customer. If you target based on price alone, you're end up in a competitive game that develops little long-term customer loyalty. On the other hand, customers with an emotional bond to you, tend to be long-term customers.
In this week's episode, I share one of the simplest three-step formulas that you can use over and over again in our storytelling. It's a great formula for telling short, concise stories in a way that helps keep people hooked to the end. Give it a try!
Have you ever looked at the viewer analytics on your videos? It's not uncommon for many people to stop watching after 20 seconds or less. From a strictly audience retention angle, that's where podcasting has an advantage. Sure, your audience may be lower than, say a video, but the retention is usually much, much higher. According to 2018 statistics compiled by Edison Research, 85 per cent of podcast listeners said they consumed “all” or “most” of each episode they downloaded. That's because podcasting is passively consumed. It plays, like a radio, as we multitask, take public transit, work at our desks, or drive cars. Podcasting is a terrific additional tool to have in your marketing toolkit. And year over year statistics show that podcasting is steadily growing. What intrigues me is that the growth isn't rocket-ship like. It's steady. That indicates to me that podcasting is becoming permanently embedded as a medium that we consume vs some fly-by-the-night, flavour-of-the-month trend.
There are lots of small downtowns that are struggling. There are also many small downtowns that were struggling at one time. I've been hired to speak in a ton of small towns, along with Leslie Fournier, for our Your Town Rising initiative. Often it is not some grand revitalization plan that saved these downtowns. Successful small downtowns got started by working with what they had at the time, introducing creativity and innovative marketing and events to get the excitement and momentum started. Sure, it began with small steps. But that's how it goes. Most successful small downtowns can trace their turning point to an action that one person or small group started. On the flipside, small downtowns that continue to be stagnant all share another trait: No activities, no creativity, no events. It's a recipe for looking like a dying downtown. If you want to change your downtown, it begins with not buying into the myths that waiting and dreaming that all the grand plans being suggested will save your downtown. Here's the thing: Small downtowns that get a pile of municipal money and grand revitalization, will still struggle if they still do no events, no creativity, or no creative marketing. New cements, new signs, and new lamp posts do not make a downtown turn the corner. People do.
Some restaurants get it. When customers tag the restaurant in a social media post and talk up how good it was, many restaurants do Like, Heart, Comment, Share or Retweet those posts. It's a no-brainer not to engage. Afterall, nothing helps a business more than word of mouth. And social media is the amplification powerhouse for that today. But sadly, some restaurants still don't get it. They ignore social media posts that sing their praises and their food. It's shocking that we even need to discuss this pitfall today. But it's still happening.
I've seen it over and over again in my 10 years as a social media and marketing strategist. The problem is this: It's an organization, association, business, or downtown that consistently fails to make any progress doing anything creative. So it stagnates. Nine times out of 10 it stagnates because it has failed to grasp all the steps in the creative process. Instead, people abandon the process at Step 4 which is the self-doubt phase, also known as the "I Can't Do This!" phase. Conversely, successful people and organizations know that there is a Step 5 and 6 in the process. In this episode, I talk about all six steps and why they matter.
Over the past couple of years, I've had several entrepreneurs tell me that they've discovered that the place where they live and work is not their primary market for their business. Some of those entrepreneurs are dejected, and some see it as a revelation that has changed the way they grow and market their business. As an entrepreneur, you have to identify -- or come to realize -- where your land of opportunity is, and go chase it. Your time, energy and resources are valuable and limited. Use them wisely.
Looking for the simplest, obvious identifier hashtag for your community and its various niches on Instagram or Twitter? Area codes are a no-brainer choice. There's a reason why we're seeing these become so popular. They are instantly recognizeable and connected to our everyday lives. We've all grown up with an area hashtag that has become embedded in our brains. 519. 613. 416. 705.
We're all guilty of this, videographers and organizations included! We tell organizations to tell their story! People need to hear your story! And that's completely the WRONG approach. In this episode, I tell you why
People are always curious about podcasting and what it takes to get started. So, in this episode, I share three tools you'll need to begin. Two are free, and one costs about $65. But overall, podcasting is very economical to get started. And if nothing else, it's a fun extra to have in your overall marketing plan. Below are links to tools that I mention in this episode:
Audacity (Free desktop audio recording and editing tool)
https://www.audacityteam.org/
Blue Snowball microphone
https://www.amazon.ca/Blue-Microphones-Snowball-Condenser-Microphone/dp/B014PYGTUQ/ref=sr_1_3?ie=UTF8&qid=1550422861&sr=8-3&keywords=blue+snowball
Podbean (hosting for podcasting - get started with three free forever plan)
Podbean.com
Visit my website > WorkCabinCreative.ca
In this episode of One Minute Mondays, I talk about why always posting all the same content on all of your social media channels is a big fail... and a waste of your time.
Kicking off February by launching a new additional podcast every Monday that's only one minute in length. For me, it's always about trying new things, and this mini podcast represents something new and creative. I'll be using One Minute Mondays to chat about storytelling, marketing, videography, social media and more. If you have a question, send it to me and may use it for a future episode. What's unique and innovative about this podcast is that I stream it directly in Twitter and Instagram. That means no link-clicking to third party apps to view it. Easy peasy!
How much does a video cost? It's one of the most common questions that videographers get. It's not so simple to answer. In this episode I talk about the factors that go into pricing a video. If you have a budget, that can help a videographer with planning the time required to produce a video within that budget. In the end, though, it's important to remember that a video is an investment. The reason that you're spending money to get a video is because you want to increase sales, increase donations, or get more leads. We call that valuable ROI. You should too.
I hear people say that being a solo entrepreneur is hard work. Everyone says that. In fact, it seems today that the life of solo entrepreneurship is often romanticized. That may sell the allure of solo entrepreneurship but it unfortunately neglects reality. So many people want to be their own boss. Communities pitch themselves as being great places to become your own boss. But the one factor that is often glossed over is the hard work of being a solo entrepreneur. It's no cake walk. I have personally witnessed lots of businesses start and fail, and many of those failures can be attributed to the things I talk about in this podcast episode.
Well, 2019 has arrived and we can pretty much be guaranteed of one thing in the marketing and events world.... more conference and event speakers who stand there, look at the screen, and re-read paragraph upon paragraph of text. WHY? OH WHY DO PEOPLE DO THIS? There is no value in this. This episode is another appeal to please, please, please connect with audiences, speak to your audiences (that means look at them!), tell stories, and toss the damn script. Talking from the heart is what makes speakers unique and valuable. Not scripts!
Learn more: WorkCabinCreative
In the world of video marketing, there are all kinds of buzz words floating around. Videographers know the difference. But businesses? Not so much. For sure, interpretation of what "social" video is can be wide. But I like to think of this way: A "social" video is not just another "entertaining" video on social media. A "social" video is deliberately crafted with a specific action and outcomes, and most importantly, targeted at certain demographics. It is a marketing tool, designed to be used over and over again. The actions of "social" videos are to pull in customers vs just entertaining them. The best way to figure out what you need for a video is to ask yourself this one question: What do you want to do with the video and what do you want to happen because of the video?
We're all guilty of this, myself included. Does your brand have a music style that is authentically you and complements the style, the emotion, and everything that you do? This is something that is so often overlooked. Music is such a powerful part of marketing, storytelling and video projects. Yet I can't tell you how many times I've been told "Oh, just pick anything..." or "Whatever you think is best..." As a business or nonprofit, you need to have an idea about what style of music fits your brand, and what kind of music best complements any particular marketing you are launching. Sure, digital marketing experts are here to help and offer recommendations. But it always works best when there's collaboration and discussion and a music-aware client. The flipside to this (and I have experienced this...) is going down a rabbit hole of trying to select music for a brand that doesn't know its music style. It's a continual feedback loop of "I don't like that one" until it reaches the point of the strategist saying "Here's my full commercial-rights music library. Have a look and find what you like." P.S. This usually always ends up with feedback.... "Wow, there are a lot of sounds. Pick whatever you think is best." LOL. And the rabbit hole continues. The takeaway: Know your music style for your brand.
You don't want every client! This is a valuable lesson I've learned in business. Are you constantly lowering your price to compete when you learn a prospective client is price shopping and touting a competitor's price in order to get you to lower your price? Are you taking seemingly quickie jobs just because it's a slow time of year and easy to fit in your schedule? (Ugh! I did this recently and I got burned by the business not paying after spending location time with them on pre-shoot planning, filming for several hours, and delivering a draft file! What did they not like? You won't believe it until you hear me talk about it this podcast.) Please, please, please realize, you want the best fit between you and the right customers. That's how you succeed in the long run.
Have you ever seen someone respond with the same response EVERY time someone makes a comment, or offers praise on social media? It goes like this: People see a fantastic photo on your Instagram account and they post comments like "Hey, amazing photo!" and "Wow! Incredible capture!" And then the person who took that photo replies to every one of those comments with robotic-like "Much appreciated" or "Thanks so much." Yes, the person was being human and replying but they might as well have been a robot. The question is: Are you being robotic on social media or are you truly coming across as a sincere human?
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Reports are that Facebook is testing removing the Share button from brand posts and replacing it with a Messenger button. It is an obvious push by Facebook to get users interacting more by using Messenger. Sure, eliminating Share would help make all of our timelines clutter-free, but this would considerably hurt the organic reach of Pages. In this episode, I share my thoughts.
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Eight years ago I would never have dreamed of doing videos of myself. I was scared. What would people think? Would they laugh at me? Wow. What a difference just 'doing' and conquering fear can achieve. About a year and a half ago, I jumped all in on doing vlogs and videos. And it has been a game-changer for my business and it can be for your business too
Everyone has something that they wish they could have done differently, or something they wanted to do in life but didn’t. It’s called having regrets. It can be a draining mindset. Never forget that we all go through experiences that help us become stronger and become who we are today, rather than who we were yesterday. I started this podcast as a top-10 list but it quickly evolved to a top-15 list by the end. I have no regrets about that!
Do I get in a funk sometimes about running a business? You bet I do. I'm human. For me, getting re-centred and focused helps me get back to understanding what is important. I'm learning what success means. I know that sounds strange, when I have two very successful businesses. Perhaps, it's more about understanding what being in-demand means vs being popular.
One big lesson I've learned over the years with growing clients is to recognize the difference between Resistors (who never become clients) and those who have already bought into wanting to be better, growing business and rocking their branding. You want clients who want you, want your expertise, and are ready for a journey. On the flipside, trying to do client-prospecting to Resistors often involves you playing the role of trying to be the Convincer. You literally pull your hair out trying to explain why doing X,Y and Z will improve his/her business will result in more customers, more sales and more sales. Unfortunately, it's often all to no avail.
I've been thinking a lot about what 'home' means and embracing that 'home' is really part of a journey and subject to change. When I look at it this way, I begin to see that a journey may mean some doors may close and new opportunities will open. That is exciting!
In this episode I share my thoughts on kicking 9 to 5 to the curb and why that doesn't always seem as wanderlust as some people think
In this episode I talk about why it matters to give a little bit back to those who genuinely will appreciate it and remember it
In this episode, Gregg talks about the 6 Steps of the Creative Process and how it separates the 'talkers' from the people who "do"
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In this episode I talk about what I've been noticing on my travels over the past year.... a growing separation between small-town downtowns that are absolutely trying to be creative and trying new things to take charge of their future, no matter how tough things are, and small-town downtowns that are still doing nothing. It's vital to understand that your Main Street won't be ahead in 3 years if you wait another year without "doing"
In this episode, Gregg talks about a common pitfall among many businesses and organizations: Thinking the old "Raising Awareness" objective is still valid for marketing. Often, people who use this tired old cliche are still thinking in 1980s mode. "Raising Awareness" has been overtaken by the new needs of what audiences crave. In this podcast, Gregg talks about the "new" process and why you need to be doing it today
In this episode, Gregg provides a cautionary tale about businesses relying solely on Facebook after the bombshell announcement that posts by brand page will no longer make it into newsfeeds. Oh sure, there are some minor exceptions. But don't be complacement any longer
In this episode, Gregg talks about his experience dealing with DELL computers over his high-end video laptop that failed only three months after warranty expired
In this episode, Gregg talks about how many businesses, especially tourism-related ones, are missing the boat by not being on Instagram and engaging where audiences are creating great content (photos!) about those businesses and helping to spread the word about those businesses for free.
In this episode, Gregg talks about a common pitfall of some small nonprofits which frequently try to wrangle getting services for free. Or they use the guise of partnerships so they can avoid paying anything. What's the pitfall? Well, it's the obsession with free. Often, the organization neglects to examine the ROI (return on investment) of going the free route. You get what you pay for. Old cliche but very true. Start evaluating what you're receiving.
In this episode, Gregg talks about the easy inspiration and storytelling lessons that can be found everyday in a place that is always close by
In this episode, Gregg talks about a small-town small business that rarely, if ever, responds to praise on its Facebook page and why that behaviour may have serious consequences soon on the giant social media network. It's a cautionary tale for every small business to learn from and avoid
In this episode, Gregg talks about his own experiences examining his social media channels and understanding which ones are the most effective and why
In this episode, Gregg shares his observations from a visit to Stratford, Ontario and how other downtowns can learn from the many ways that this rural community is creating an inviting atmosphere in its downtown
In this episode, Gregg talks about a savvy technique that is frequently recycled over and over again to generate free content marketing
In this episode, Gregg shares his insights from one Lake Erie town that is going like gangbusters to invest in waterfront placemaking and the lessons that can be learned. Hint: It begins with elected politicians in every community having an understanding that spending dollars for a significant return on investment is necessary to develop placemaking as an economic engine that will ultimately benefit the community
In this episode, Gregg talks about why it matters for small-town downtowns to be doing summer-long celebrations of Canada 150 and why forgetting to do so is creating a terrible perception
In this episode, Gregg explains why you need to be using and building your YouTube channel now, rather than ignoring the channel all together like so many small-town businesses and organizations do
In this episode, Gregg talks about small town folks walking the talk about the need to support local businesses, especially new business startups by young entrepreneurs
In this episode, Gregg talks about a common small-town stereotype among many organizations and businesses that often suggests just ignoring negativity because it will go away. WRONG! It's not 1998 anymore!
In this episode, Gregg talks about how your small-town downtown business association can take a leadership role in introducing online shopping. It doesn't require a big investment. It can easily be done fast. And it's a way to show consumers that you are trying to adapt to a shift toward consumers wanting online convenience too
In this episode, Gregg shares his tip for hosting an inexpensive and effective small-town downtown event that will help stores build a better face-to-face connection with shoppers
In this episode, Gregg tackles a common hurdle faced by many rural communities when they are locked in a debate about a major undertaking. The hurdles are usually always the same rhetoric, just recycled again and again from project to project by people in opposition and even elected town councillors. But there is a way forward to bring the discussion to its most important point.
In this episode, Gregg tells the story of how a big brand surprised him with a reward on social media and how this simple step can be duplicated by small-town businesses to show you appreciate when customers talk you up
In this episode, Gregg talks about the power of Facebook Check-ins and why many small-town businesses are missing a huge opportunity to spread word of mouth by ignoring this simple marketing tool that gets audiences talking up your small business
In this episode, Gregg talks about several new changes on social media this past week, and he gets ready for his 10th episode coming soon!
In this episode, Gregg talks about how successful small-town downtowns don't wait for others to solve their problems. They know continual action comes from within. They also know that every small step means learning and growing toward success
In this episode, Gregg talks about why video is the ace up your sleeve for your small-town rural business. Hint: It's about experiences!
In this episode, Gregg shares a powerful example of how one small-town coffee company in Muskoka uses a great story to authentically connect its business to local heritage and culture
Don't hope your audience will create free content that promotes your business. Create in-store content opportunities that deliberately attract them and swerve them to snap photos and share them.