Floodlight Consulting

This is a great article from Paul Beauchemin of Ecentric Media.  Ecentric Media located in Kelowna BC,  is a leading and trusted Integrated communications supplier to other best- in-class businesses across Western Canada by offering clients a wide variety of strategic services and solutions, all delivered with respect and integrity.

Video Marketing – The next big thing on the Internet.

YouTube has the third highest site traffic ranking globally according to Alexa, surpassed only by… you guessed it, Google and Facebook.

Video marketing is quickly becoming the tool of choice for the next generation of Internet Marketing. It is poised to replace or seriously reduce almost all written text on the web. So the questions is, how do you take advantage of this powerful advertising medium and apply it to your business?

Below are 5 simple ways you can utilize video marketing to improve your sales, lead generation and conversions, while at the same time branding yourself as an expert in your particular niche. Video marketing is one of the most fun marketing methods available online.

1. Create a youtube account.
YouTube is the #1 video site in the world, and just in case you didn’t know… is owned by Google. This is the place to be for those two reasons. Hundreds of Millions of videos are watched daily on YouTube around the globe. With hundreds of thousands of videos being added daily. Once your video is uploaded, it is then automatically in the cue to be indexed by Google.

2. Create your videos.
These videos can range in complexity and production value, and can be almost anything from a content perspective. Ideally, the videos give the viewer insight into your product or company, without being blatantly self promotional. Videos that offer information, a solution to a problem, reviews on a product and even just something funny are typically the most effective.

3. Search Optimize your new videos.
Since YouTube is owned by Google, YouTube uses the same basic algorithm to display user search results. This means all the same rules apply from a search engine optimization (SEO) perspective. It is very important to consider what keywords you are trying to optimize each video for?

4. Upload these new videos to your blogs.
Knowing that more video gets watched then text on your website gets read is very important. Be sure to post all your videos to as many of your Internet marketing sources as possible. Blogs allow for complete control of the author to post what they want, when they want.

5. Social Media channels… Tweet those videos!
The power of twitter and other social networking sites cannot be argued or ignored. Once you have a strategy in place to take advantage of the variety of social networking tools, be sure to Tweet that new content or video. Do be aware, that not every social networking site is for everyone. Strategy and branding should determine where to focus your time and efforts.

Video is a very powerful tool when used correctly and consistently. Video will drive traffic faster than nearly every other source of SEO advertising, but that does not mean you should drop everything you are currently doing. Implement video marketing into your online marketing portfolio and you will see your sales and your leading generation improve almost instantly.

Donald Robichaud is the President of the FloodLight Consulting team and can be reached at http://www.floodlightconsulting.com/  or at 250-768-9415

Today’s fast-paced climate demands that you develop a marketing strategy which allows you to deliver a solid message to your customers and helps you close sales.

Statistics show that 82% of people who inquire about a product or service will purchase a similar product or service from someone within the next 12 months. Will it be you or your competition? What will set you apart and allow you to make that first class impression in your customer’s mind?

Here are three examples of how you can leverage your sales and marketing message, and work smarter:

Position yourself in the Market: All things being equal, would you rather buy from a specialist or a generalist? The more important the purchase you make, the greater the need to purchase from a specialist. It costs you nothing more to introduce yourself as a specialist in your field and a leader in the industry for your product or service. If you’re a leader in your field and your services are unique and competitively priced, you will set yourself apart from your competition.

Testimonial Endorsements: What’s more powerful to you? A company that says something great about themselves or what someone else is saying about them? 10 to 1 the testimonial carries more weight and is more believable! 78% of consumers today trust peer recommendations – only 14 % trust advertisements! So where are you spending your marketing dollars? Total cost to add testimonials to your marketing message = zero dollars!

Unique Selling Proposition (USP): A USP is a clearly articulated statement about who you are, what you do, and most importantly, and answers why anyone should choose to buy from you vs. your competition. Your USP answers the questions, “why should I buy from you?” and “what’s in it for me?” Adding your USP to every piece of advertising or marketing material costs you nothing extra yet this it an incredibly profound impact on your bottom line.

Now take the same three principles and introduce it into your internet marketing strategy and you will be delivering hundreds or thousands of positive interactions with your potential clients without ever leaving your office.

This marketing strategy allows you to identify and harvest the lowest hanging fruit first, which leverages your time because you’re always working with people who are ready to buy now!

By following these three simple examples you can leverage your marketing and start advertising with a more powerful sales message, and you will successfully “Build Your Business”.

Donald Robichaud is the President of the FloodLight Consulting team and can be reached at http://www.floodlightconsulting.com/  or at 250-768-9415

In this tough economic climate it is very important to continue to market your products and services, and to raise your so-called ‘celebrity’ status for yourself and your business.

As a business owner it’s important to understand what we can do to become ‘celebrities’ in our own right.

Why?

Because as consumers; we view some people as “worthier” or “more expert” than others, just because they’re better known.

In fact, these people may not be any more talented than anyone else, but we assume that they are more skilled or talented just because they are more famous.

And because they’re famous, their names become currency in themselves. For example, think of how many movie stars make commercials for hair products, when they don’t even do their own hair!

It’s important for us to do what we can to add some sparkle of celebrity to our own names. Simply put; the better known we become, the more customers and clients we’ll be able to draw in, and the higher the fees we’ll be able to command.

One of the easiest ways to raise your celebrity status is to create your own ‘Special Event’ – one that will draw attention to your company and its core products and services. The benefit of raising your celebrity status with an event is that the event speaks directly to your target market and establishes credibility for you as a leader in your industry and makes you and your business better known.

Becoming better known is a stepping stone to achieving other goals like attracting new clients, participating in speaking gigs (especially paid speaking gigs), making connections with marketing partners, attracting talented employees, and other activities that generate more business.

I recently worked with a client and helped him create a ‘Special Event’ designed to draw attention and create awareness for a custom service he provided to his clients. It was a fun event, capped by a contest that allowed him to tap into radio, TV, and newspapers with traditional marketing strategies, and incorporate Internet Marketing Strategies, utilizing newsletters, a Blog, Twitter, and Face book. The event and contest were both successful and the client was subsequently featured on both Global and CHBC news.

Events like this take a little time to assess the opportunities, assemble the right marketing information, and apply the right marketing strategies.

If done correctly, it’s a great way to raise your celebrity status and Build Your Business.

Donald Robichaud is the President of the FloodLight Consulting team and can be reached at http://www.floodlightconsulting.com/  or at 250-768-9415

Today we mourn the passing of a beloved old friend, Common Sense, who has been
with us for many years.. No one knows for sure how old he was, since his birth
records were long ago lost in bureaucratic red tape.

He will be remembered as having cultivated such valuable lessons as:

- Knowing when to come in out of the rain;
- Why the early bird gets the worm;
- Life isn’t always fair;
- and maybe it was my fault.

Common Sense lived by simple, sound financial policies (don’t spend more than
you can earn) and reliable strategies (adults, not children, are in charge).

His health began to deteriorate rapidly when well-intentioned but overbearing
regulations were set in place. Reports of a 6-year-old boy charged with sexual
harassment for kissing a classmate; teens suspended from school for using
mouthwash after lunch; and a teacher fired for reprimanding an unruly student,
only worsened his condition.

Common Sense lost ground when parents attacked teachers for doing the job that
they themselves had failed to do in disciplining their unruly children. It
declined even further when schools were required to get parental consent to
administer sun lotion or an aspirin to a student; but could not inform parents
when a student became pregnant and wanted to have an abortion..

Common Sense lost the will to live as the churches became businesses; and
criminals received better treatment than their victims. Common Sense took a
beating when you couldn’t defend yourself from a burglar in your own home and
the burglar could sue you for assault.

Common Sense finally gave up the will to live, after a woman failed to realize
that a steaming cup of coffee was hot. She spilled a little in her lap, and
was promptly awarded a huge settlement. Common Sense was preceded in death, by
his parents, Truth and Trust, by his wife, Discretion, by his daughter,
Responsibility, and by his son, Reason.

He is survived by his 4 stepbrothers; I Know My Rights, I Want It Now, Someone
Else Is To Blame, and I’m A Victim

Not many attended his funeral because so few realized he was gone. If you
still remember him, pass this on. If not, join the majority and do nothing.
-
Donald Robichaud is the President of FloodLight Consulting and can be reached at www.floodlightconsulting.com

 or at 250-768-9415

As I am writing this article I am headed on my way to San Diego for my daughters wedding by way of the Oregon Coastline traveling down 101. The views are breathtaking and we are focused on our destination.

I can’t help but think as I am awed by the beauty of the coast how we were able to pull this off. In less than three months the event was planned, invitations sent, the hall booked, and all the necessary things related to the wedding were put in place.

The last 90 days have been a whirl wind and in addition to the wedding my business has been strong with steady growth.

In the past year I have interviewed a lot of business owners who do not have a set direction for the year, let alone a 90 day plan.

Business owners need to look at a 90 day plan like a road map for their business. This a great time of the year to finalize objectives for the end of the year and then set forth a 90 day plan to begin 2010 with solid momentum.

Here are three steps to help you with your efforts and make a great road map for your business success.

1. List your priorities and desired outcomes. Going off in all directions only causes confusion. Make a list of your top priorities. Ask yourself what it is that you want. Focus on what will:

Excite and inspire you!!!

Improve the value of your business, your work life balance, and your client’s experience,

Boost your bottom line and add to your ROI

2. Are your goals really goals? Sometimes we add topics to our ‘To Do’ list that aren’t really goals.

Be specific with dates and outcomes. Example:

Is it time for a website?

a) When will it be done? Time specific.
b) Who will do the copy?
c) Who will build it?
d) Who will host it?
e) Who will manage it
f) How does this work with my Marketing?

3. Get rid of your behaviour or habits that no longer serve you.

Procrastination is a killer in business. Too many business owners wait until it’s the right time!!!! And the right time will never come……. It’s the small steps that we take every day that help build our businesses. The small steps must be tied to a destination which are the goals that we set for ourselves.

Begin with the destination and your outcomes in mind. Identify ‘what’ it is that you want and ‘why’ you want it. And if ‘why’ you want it, is strong enough, then the action plan and the steps to follow through will become crystal clear.

Just like a road map it will help you “Build Your Business”.

In this world of electronic gadgetry such as cell phones, BlackBerry’s, emails, texting, voicemail, and recorded answering services, I sometimes wonder what happened to the days of a receptionist and a live voice at the other end of the phone.

The internet world provides us with instant answers and information. Gone are the days when you could afford to wait 24 to 48 hrs to return a call or communiqué. Today it’s all about instant communication, but not always instant gratification. The warmth of a caring human voice in this cold text age seems a distant memory. Instead, we find ourselves getting aggravated trying to work through the menu of an electronic answering service!

Electronic answering systems encourage people to form hasty opinions and give quick replies rather than take the time to develop thoughtful, well-reasoned points of view and offer real help.
But has life really been made easier with the development of these technological advancements? We seem to be always wired to something, often interrupting conversations to answer a vibrating phone.

Last week I ran into a problem while I was working on a newsletter template within icontact. It wasn’t a major issue and I am sure that if I had taken more time to sort through the copy on the page I would have found the solution, but I was on deadline (aren’t we all?).

So I decided to call icontact, which is an email, newsletter service. (My wife would be proud: me asking for help and direction). On the dashboard page of my interface was the picture of a young lady with a phone number to call for help. I called assuming that I would get voicemail.

What a surprise!!!!

They actually answered the phone. I expressed my amazement and she proceeded to explain that she was my account rep, ready and willing to take care of my needs. Within a few minutes my problem was solved and I was back on track to meet my deadline.

The live interaction with a polite and knowledgeable person was truly an amazing experience. No voice mail, no message bubble with some far off help desk. A live voice that was able to help to solve my problem – wow!

It’s the little things we do in business that leave an ever-lasting impression with customers, such as: consistent, prompt, quality service; and a willingness to go the extra mile.

My provider at icontact delivered great service with instant communication, the old fashion way…..with a real, live person at the other end of the line!

How can you add a little human touch to your communications and make your callers and customers feel more special? What can you do in this area that will ultimately help you “Build Your Business?”

Donald Robichaud is the President of FloodLight Consulting and can be reached at www.floodlightconsulting.com

There is a “defined” difference between coach and consultant. At FloodLight we bring both sides into play as we work with our clients, through their Business Life Cycle. Over the past 5 years FloodLight has been called on as a Business Consultants in certain circumstances, and as a Business Coach in other situations.

Business Coach:
Generally a business coach operates with essentially a ‘hands off’ approach guiding and advising the client along the way. A good business coach is typically a generalist in his understanding of sound business management and leadership principles, as opposed to being an expert in any particular area. In most cases, coaching involves working with a client over a period of 6 to 12 months through a structured program where accountability rests squarely in the hands of the client.

In a typical coaching setting key objectives are identified, in many cases in the form of a 90-day plan, and a systematic approach towards achieving those objectives is designed by the coach. Regular weekly coaching sessions are held to monitor progress against those objectives and deal with any stumbling blocks along the way. The uniqueness of the relationship between the client and the coach often results in an on-going program as the client sees the value of having on-going coaching or guidance much in the same way that professional athletes have coaches throughout their careers. Coaching is a very affordable means of achieving greater business and personal success for most clients.

The Business Consultant:
Generally a business consultant operates with a ‘hands on’ approach with a client. In most cases consultant have a particular area of expertise and are brought in by clients to perform a certain task or accomplish a particular objective. While coaching can go on in perpetuity, consulting involves intensive involvement over a specified period of time. Once the task or project is complete, the consultant typically moves on to the next assignment.

And while a business coach can manage a number of clients at once (i.e. 6 to 12 on average), a consultant typically works exclusively for one client and possibly 2. The consultant will typically work full-time for the client until the task is completed, while a coach will usually spend an hour or two per week with each of his or her clients. For this reason, hiring a consultant is usually a more expensive proposition than hiring a coach.

FloodLight Business Solutions Group

At FloodLight we have 60 plus years of business experience and our team approach to business solutions allows us to work with owners, executives, managers, and employees in small to medium sized companies. Our primary focus is to help our clients grow their business and achieve a greater work-life balance!

The outcome is a more effective management of your time, team and money!

In a number of cases we at Floodlight have been called in to address a very specific issue such as Internet Marketing or Search Engine Optimization. This sort of situation lends itself well to a consulting role as circumstances dictate that we specifically focus on implementing a solution over a brief period of time.

In many other situations coaching is a better approach in dealing with operational, strategic, business management, and team leadership issues. At FloodLight we work with business owners to Assess their business needs, Assemble a comprehensive strategy, and Apply tailor-made solutions in a practical day-to-day action plan.

Being a business owner can often be a difficult and lonely job. And hiring a Sales Manager, Marketing Manger, or Operations Manager is not always an affordable option. Hiring a business coach often makes more sense and is certainly more affordable.

At FloodLight we provide you with a coaching team to guide, advise, and coach you towards your business and personal goals.

Please contact us at 250.768.9415 or email us ( Click Here ) for more information on how we can help you “Build Your Business”!

At FloodLight we provide:

Business coaching, personal business coach, business coach, professional business coach, small business coach, business coach,personal coach, Kelowna business coach, strategic business coach, executive coach, coach, coaching and  executive coaching.

How do you Brand your Business Effectively?

The brand happens when you describe what you do in terms that build you into the partnership with your client – either based on what they tell you they want, or things you see happening that they haven’t yet identified.

How to Create Brand Identity – The goal of branding is to create in the mind of the end user the belief, or curiosity, that something special exists that didn’t exist before. The brand happens when you describe what you do in terms that build you into the partnership with your client – either based on what they tell you they want, or things you see happening that they haven’t yet identified.

Three ways to brand your business :

Personal Brand - Your brand is created by you and the people at your company. You emphasize the image of your company and de-emphasize the product. If you ask your end users, they will easily be able to identify your “people brand.” The most notable example of this is IBM. You can’t help but picture blue suits, white shirts and red ties. You can make a conscious decision to change your personal brand if it isn’t what you would like it to be.

Product or Service Brand – Brand is simply by virtue of the product or service being differentiable. The implication is that the service aligns with something the consumer wants – either by fulfilling a need, or solving a problem. Revlon is an example. They sell beauty, not cosmetics.

Market Brand – You brand by virtue of the target market that you take the product or service to. Your expertise and your specialty need to reinforce your target market. You won’t find a Rolex advertisement in Fishing or Popular Mechanics, but you will in Skiing and Fortune.

Your brand will only have power if it is constantly reiterated and reinforced in the marketplace by everything you do – advertising, promotions, word-of-mouth, PR, etc. (Touch Points)

The goal of continually positioning your brand is to situate your product or service permanently in the mind of the consumer. The realities of your product or service have no bearing on the decision to use your brand. The only decision-making criteria that counts is what your customers believe.

So what Ever you do…….Don’t be Generic!

If you do not create brand identity for your product or service, you are selling something generic. Positioning your product or service to be “brand identifiable” is measurable in the eyes of the customer.

For this to happen, your customers must:

1. Understand what makes you different

2. Articulate it to others

3. Value your brand and be willing to pay more for it

4. Embrace it and defend it when it comes under attack

If the customer can not differentiate your product or service on these criteria, then you will fall into a large gray, amorphous category – generic.

The goal of branding is to create in the mind of the end user the belief, or curiosity, that something special exists that didn’t exist before.

If your Brand is ….. not working!!!!

Contact us today and start Marketing and Branding your Business!!

FloodLight Consulting – 250-768-9415

What are the benifits of Branding my business?

• Branding helps to unlock profitability
• Branding prompts consumer selection
• Branding builds name awareness
• Branding increases the odds of business survival
• Branding produces long term loyalty
• Branding differentiates you form the competition
• Branding allows you to introduce new services more quickly because of the trust you have created
• Branding builds a positive image of your business

Branding

Branding strategy, global branding, online branding, corporate branding, digital branding, product branding, internet branding, web branding, branding logos, corporate identity, advertising, marketing, branding, design, identity, brand

When you were in school did you hang out with the jocks, science club, chess club, or drama club? Well if you did you were a part of traditional social networking. If you go to a Chamber of Commerce, Rotary Club or Classic Car event, then you are part of a social network.

Social networks allow for the relationships that tie us together. When you meet someone for the first time you ask them “What do you do?” Or, “where do they work?” Or, “where they grew up?” Or, “where they went to school?” Through these questions you might discover people with common interests and develop new friendships. A social network begins to take shape.

When you go to someone’s house you get a feel for who the person is. You get to see family pictures, artifacts from where people have travelled, a guitar sitting in a corner, or a workshop for fine wood carvings. When you attend someone’s house party or meet people at a social event you become tied into a larger network of people.

Some of these people may never use your products or services, but guess what? If they like you and get to know you, they will eventually run into someone who can use your services and they will recommend you. Bingo! The power of social networking!

If you sat down to draw your social network in regards to which you are connected, you would have a difficult time establishing your complete sphere of influence. This is why internet social networking is so powerful. It allows you to hook up with old friends, make new ones, share photos, music, videos, and areas of common interest all in an interactive way. You can also join groups based on your interests such as politics, hobbies, favorite TV shows, job hunting, or seeking your soul mate! Again, the power of social networking!

Now apply internet social networking to your business and you can see how you might be able to raise your profile if you focus on the demographics of your target market. Different Social networking sites will achieve different networking results as they are focused on different target markets.

To implement your social media strategy you will need to decide which one of the social networking sites will best suit your specific goals. Below is a guideline to some of the most common.

• Micro blogging (Twitter)
• Business Networking (LinkedIn, Xing)
• Social Networking (Facebook, MySpace, Blogger)
• Photo & Video Sharing (Flickr, You tube, Picasa)

All Social networking sites should be used to share information freely and allow people to get to know you and your interests. Then you can subtlety redirect them to your main internet marketing tool – your website. This will take some planning and fore-thought but by following the above social marketing guidelines you will be able to use social networking to “Build Your Business”.

Donald Robichaud  President

FloodLight Consulting Build Your Business
Email
250-768-9415
http://www.floodlightconsulting.com/
http://donaldrobichaud.blogspot.com/