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Message from Michelle

Welcome to this issue of Sumèr’s Secrets. Mama and I are finally settled after our trip to see the family (although she really misses her son, Moose).

Recently, a client came to us concerned with dwindling traffic on their YouTube channel and requested we critique their videos. It didn’t take long for us to figure out why no one was watching their videos. Before I continue, it’s important to note that Sumèr does not record or edit videos. We write the scripts and we are in the business of helping our clients create and share a strong brand message.

We figured that if one company was having this problem, there must be more. My team and I surfed business videos on YouTube and were shocked with what we found: video after video had boring, invaluable content.

This issue of Sumèr’s Secrets focuses on the common mistakes businesses make when posting videos on YouTube. From the video content to the messaging, and your dress to the footage quality, your videos should work to strengthen your brand image.

Connect With Me Online at:
Linkedin: www.linkedin.com/in/writtenbysumer
Facebook: www.facebook.com/michelle.salater
Blog: writtenbysumer.com/articles

Feature Article:

Are You Boring Your YouTube Viewers?

These days, it seems more and more companies (and individuals) are making videos and posting them on YouTube with the expectation their videos will help with search engine rankings and attract new clients. While video marketing has the potential to promote a business and attract clients, many companies find no one is watching or reviewing their videos.

Do a quick search on YouTube and you’ll find videos without sound, ones that make no sense, poorly produced videos, and boring content. The worthless video is everywhere.

These poorly produced videos are fine if you’re uploading footage of your cat chasing your hamster or showing your kids playing in the ocean. But if you are a company using YouTube to promote your services, products, or expertise, then poorly produced videos will do the opposite of what you intended.

Before taking the time to film your video, ask yourself “What is the purpose of this video and how does this video promote my brand?” Perhaps you want to explain a specific product or service, illustrate your industry expertise, or strengthen your brand image by providing viewers with valuable tips and strategies. Once you know the above, you will know what action you want your prospect to take.

Here are some common mistakes to avoid when posting YouTube videos:

Optimizing your video posts on YouTube is essential if you want viewers to find them. Discover the tips and strategies  for optimizing your videos from YouTube’s project manager, Matthew Liu.

Want more tips like this? Consider signing up for free marketing updates and tips via RSS or email.

Image Merchants has chosen Sūmèr to market and promote their website and unique imaged gifts. Sūmèr will develop and implement a unique PR strategy that tells the Image Merchants’ story, enhances company exposure, and positions them as the place to purchase imaged gifts. Through a strategic Life after Launch package, we will generate exposure online and offline to drive qualified traffic to the main Image Merchants’ website and blog.

Image Merchants provides gift baskets and note cards, hand-carved gift boxes, corporate and executive gifts, hotel room gifts, and holiday gifts.

If you choose to participate on Twitter, don’t be a tweeter everyone dodges. It’s not good for business. Instead, focus on listening, adding valuable content to discussions, and building reciprocal relationships.

Knowing the right strategies to successfully tweet will lead to an increase in your website traffic, a boost in online exposure, and position you as an expert in your industry.

Familiarize yourself with the top five twitter don’ts:

1. Don’t be negative: Avoid complaining and being viewed as a Debbie Downer. No  one wants to read tweets that have negative connotations—it doesn’t add anything  constructive to the conversation and discourages followers from following you. This doesn’t mean you can’t disagree with someone. As long as you are polite and still add value to the conversation, you are more than welcome to disagree.

2. Don’t blatantly market and promote your business on Twitter: People don’t  use Twitter to be bombarded with advertisements; therefore, don’t use Twitter as an  advertising platform for your company. If you want to build a solid Twitter network with  working relationships, you must first listen and actively participate in conversations  relevant to your interests or industry. Once you have built a solid network and reciprocal connections, you can begin posting links to a few articles, blogs, or informative pieces about your company that you believe would provide value to your followers. However, be careful not to abuse your newly acquired position on Twitter. If you start to only tweet for business purposes once you feel comfortable with your network, you’ll immediately be back to square one. But this time, people will know not to follow you.

3. Don’t do all the talking: Twitter is very much like a cocktail or dinner party—  traditional social etiquette applies. For example, no one wants to listen to a chatterbox go off on a tangent about himself for an hour. The same idea goes for Twitter—no one wants to be tweeted at. Rather, Twitter is used for those who want to have intellectual discussions that provide every party in the conversation with valuable information. In the end, successful and solid relationships are built, and a network is created. By building relationships online, you can increase your exposure to potential clients and others in your industry.

4. Don’t neglect your Twitter account: Many people think that by setting up a Twitter account, they’ll automatically get followers and people interested in what they have to say. Some businesses even use autotweets—something that is frowned upon by the Twitter community. If you want Twitter followers, you need to work for them. You won’t build solid relationships if you’re not constantly present on Twitter. But how often should you tweet? Several times a day, throughout the day. Don’t pile all your tweets in during the morning. Space your tweets out in order to reach those who go on Twitter in the afternoon as opposed to the morning. Since fresh tweets always rise to the top of Twitter homepages, yours will most certainly be missed by those who go on several hours after you tweet. Keep fresh and valuable information constantly streaming through your Twitter account.

5. Don’t get discouraged when people you follow don’t follow you: Twitter is a great          place to find fresh and useful information, which is why it’s much more beneficial for you to        focus   on finding people you are interested in following. If you provide valuable information, they may   consider following you. Also, it’s not about the quantity of followers you have—it’s about the quality. Having just a few followers who provide you with valuable feedback and information and who are excellent connections for you to have are much more beneficial than having thousands of followers who don’t provide you with anything useful.

Two Twitter lessons to remember:

1. Proper social etiquette is essential on Twitter.

2. The Twittersphere can be a harsh place, which is why it’s important to always keep your Twitter dos and donts in mind.

Not familiar with the Twitter dos yet? Visit our recent Sūmèr post, Top Five Twitter Dos.

Want more tips like this? Consider signing up for free updates via email or RSS.

Watch the video below for an informative insight into Google’s upcoming invention: Google Voice.

Famous for their amazing website designs and effective digital marketing plans for companies, Blue Ion is at the top of their game in the world of website design and development.

Just how great is Blue Ion? They recently won the National Gold ADDY Award for the Hook website, which also received the “Best of Show” award in the local ADDY competition and “Best of Show” for interactive in the regional competition.

To match their recent prestigious awards, Blue Ion is moving their office to one of Charleston’s most visited locations—above the Apple store on King Street. The move will also provide more room for the office mascots―four dogs named Vita, Brutus, Gus, and Auggie―and for their ping pong table, which gets a fairly heavy workout. 

The four cuddly pups pose for a photo opp:

Recently, Sūmèr and Blue Ion joined forces to build the Nest Realty website, which has received much appraisal for its design and web copywriting. We are honored to have worked with such an amazing team of creatives at Blue Ion and look forward to working on future projects together.

In an exclusive interview with Chris Simpson, Blue Ion’s digital marketing director, Chris shares his expertise on website design and how it affects a company’s brand image on the Internet. 

Sūmèr: How do Blue Ion’s services benefit businesses?

Blue Ion: Beyond the development of a great website, interactive application, or digital marketing initiative, the actual process we undertake together is itself a benefit to our clients. During the process, clients benefit from a . . .

• Strategic review of their brand and how it fits within the competitive marketplace.

• Better understanding of how technology fits into the overall brand and marketing strategy.

• Unique design approach that differentiates it  from the competition and reinforces the brand.

• Outline for implementing a digital marketing plan.

Sūmèr: What’s the number one thing Blue Ion sees businesses struggle with in regards to their website?

Blue Ion: Most businesses focus on the technology first or what their competition is doing. This often leads to the copying or implementation of a technology that wasn’t the right approach for their competition—much less for the client.

Sūmèr: What are the top three benefits Blue Ion brings to its clients?

Blue Ion:

• Strategic viewpoint: We go through a detailed strategic plan at the beginning of each project.

• Proven track record of completing projects in a timely manner: One of the reasons Blue Ion has been in business for so long is the—seemingly—simple concept of execution.  We work hard at making sure a project is delivered on time and on budget.

• Great team: Our nine employees, from designers to project managers to developers, are the best in the business. Our clients benefit from all the expertise of our team, both throughout a project and after it’s completed.

Sūmèr: How is Blue Ion different from other website design companies?

Blue Ion:

• We’re a marketing company first. Most website design companies focus only on technology, but we take the time to develop a better understanding of our client’s business and overall strategy, and let that drive the technology piece.

• We offer more than just website design and implementation. From online marketing planning and implementation, to kiosk design, to cd-roms and even identity / branding development, we can tackle just about anything.

• We have a great company culture. The partners have done an excellent job of creating a culture of creativity and getting things done right.  The result is a team that provides a more productive and captivating experience for our clients and for their audience.

Visit Blue Ion’s website and contact them today at 843.727.0310 or email them at .

Michelle and the other 40 under Forty winners appeared in the April 27, 2009, special issue of the Charleston Regional Business Journal. Click here to see it. Michelle Salater is proud to announce she joins 39 business and community leaders as someone who excels in her industry and devotes time to the community. Each year, the Charleston Regional Business Journal salutes forty people under 40 years of age who are making their mark with professional success and community involvement.