5 Simple Steps to Marketing Your Business Online

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5 Simple Steps to Marketing Your Site Using New
Media to Grow Your Audience

• Nan Shastry
• CEO, Brainy Betty, Inc.
• www.brainybetty.com, ww.intellipodcast.com

Presenter Notes
Hello everyone, My name is Nan Shastry. Im the
CEO of Brainy Betty, Inc. And I run the websites
www.brainybetty.com and intellipodcast.com



Today, were going to talk about 5 simple steps
to marketing your site using new media to GROW
your audience.

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Where are we today?
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Why are we here today?

• What happened.

• Why its happening.

• Nature of work
• Nature of information seeking and retrieval
• Lack of time
• Focus on multi-tasking
• Too much email
• Complex information
• TMI

Presenter Notes


Heres what happened



The nature of our work has changed. We are so
involved in the digital age.



The way we seek out information and retrieve it
for learning, making decisions, and growing as
human beings has also evolved.



But we pay for this thirst for knowledge with a
lack of time in our lives



We try to mitigate that by focusing on
multi-tasking or doing 2 or more things at once.
I wouldnt be surprised if some of you were
watching this presentation, checking your email
and surfing the web at the same time.



Information has become complex and there is
simply too much of it.



But heres why we are talking about new media
today. Reading an ad requires time. Reading an
entire page of ads and testimonials takes even
more time. And everyone is multi-tasking, right?

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3 powerful forms of marketing

Presenter Notes
Enter Audio and Video as the natural next
contenders for advertising in the digital age.



People learn differently. Some people favor
learning by looking at things. Many prefer to
learn by hearing things as opposed to reading
them. Still others prefer to learn something by
doing it hands on. The same can be said for
marketing and marketing formats. Some people
prefer LOOKING at ads, others prefer hearing them
for example, through radio or podcasts and still
others prefer reading them. So, whats the
difference between these formats?

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Text versus Video or Audio

• Text Advertising/ Information

• Video or Audio Advertising/ Information

• Easy to create messages
• Can be short or lengthy
• Easy to convey a specific message
• Requires attention of the reader
• Requires time from the reader

• Easy (!) to create messages
• Can be short or lengthy
• Easy to convey a specific message
• Requires some attention of the viewer
• Requires some time from the viewer
• Time shifting applies!
• RSS helps keep the message coming.

Presenter Notes
Well, as far as text ads go, messages are fairly
easy to create. They can be short or lengthy.
Its easy to convey a specific message depending
on the words you target and use. But it requires
the attention of the reader and it also requires
time from the reader. But, audio and video ads
are also easy to create (and well show you how
in this presentation.) and possess many of the
same characteristics of text based ads as you can
see on this screen. Lets get to the heart of the
matter and talk about the HOW.

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The How 5 Simple Steps

Presenter Notes
In this next section well talk about 5 simple
steps on how you can use audio and video on your
site to grow your audience.

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1. Start with Your Message!
Why does somebody need it?
Why would somebody buy it as compared to

• Examine what it is you have to offer
• Is it information?
• Is it a product?
• Is it a service?
• Define your message first on paper.
• Make mind maps!

What are the 3 best things about my ?
My widget
Do I have a way to bring them back again?

Presenter Notes
Step 1 Start with your message. Really examine
what it is you have to offer. Is it information?
Is it a product or a service? Define your
offering first on paper create mind maps put
your product in the center circle and draw out
the questions and answers you are trying to find.


After you have defined what your product is and
why it is the greatest thing since sliced bread!,
get out another sheet of paper and list at least
12 ways you can talk about this product.

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12 Ways to talk about my.
Product Service Information
How it works What I do generally Why is my information useful?
About the parts What I do specifically Who uses my information?
Who uses it Who are my clients How do they use the information?
How to use it How to choose the correct service Why is my information better?
How to clean/fix/extend its use? Etc. What are some possible non-traditional or little known uses for my information?
What you should look for when choosing it Etc.
Client testimonials
Etc.

Presenter Notes
Think about all the different ways in which you
could talk about your product or service and make
a list this will be the basis for your audio or
video recording.

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Step 2. Become your own director!

• (Usually, you can get started for under 100)

Presenter Notes
Step 2 Become your own director. By going
through the process in step 1 you have the
basis for the script of your movie or audio
program. To get started with audio or video,
you need a microphone or headset one good one I
recommend is the Plantronics DSP-500 headset
Ive used that one for a few years now with
really good results. If you dont have a digital
camera, get a cheaper webcam like Logitechs that
you find just about anywhere.

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Or Step 2 Audio Script

Presenter Notes
Now, if you are simply creating an audio program
on your site, its easier and as a matter of
fact, I suggest you do this at least once to get
your feet wet before jumping into video
production. You can get the free Audacity program
from source forge and just start. Make sure your
script is ready and remember keep it simple use
the plainest most simple language possible to
reach the widest audience. Basically, the steps
are to hook up the mike to the computer, start
the audacity program. Have your script in another
window or printed out on paper and start
recording! You can use Audacity to edit out
sounds or things you said like uh or any
stuttering or mistakes. Have a goal of creating
an audio program every week if possible with new
content. This increases the stickiness of your
site when people can know that when they come
back next time there will be fresh material for
them to listen to.

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Step 2 Video Storyboard

Presenter Notes
Now, Presenting information using a videotape
usually involves putting together a number of
short segments that make up a scene. Several
scenes are then joined to convey specific
messages. Videotape recordings, like any other
medium, should be well planned if its message is
to be effective. In order to take advantage of
this compelling form of communication, people
such as yourself need to remember to appeal to
both the aural and visual senses of your
audience. Your design process can be aided
through the use of a tool known as a storyboard.

So, if you intend to create a video program,
first start by creating a storyboard you can
use PowerPoint to do this very easily or Apple
Keynote. Basically a storyboard is this a
storyboard is a series of diagrams that are used
to depict the composition of a video segment.
Each diagram consists of a sketch of the video
image a brief description of the visual notes
for the camera operator the details of the
desired audio that will accompany the visual and
an estimate of how long the segment will be.
Plan out meaning type out the narrative text as
well as the dialog and any action and the shots.
If its a short program you wont have to think
about too much of this. For longer programs, you
should consider all these things (I mean, people
dont really want to look at a face on a screen
saying something for a long period of time
break it up a little move around, take shots
form a different angle and so forth every few
sentences. Most of all be enthusiastic and be
helpful. Editing the video is fairly easy you
probably already have the programs you need to do
so on your system if you are running Windows
XP, you already have Windows Movie Maker. If you
have a Mac, then you already know you have the
fabulous iVideo program. Take some time to play
with these programs and learn how to use them
theyre a lot of fun and will bring some
creativity into your life.

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Step 3 Organize!

• Make sure you have system of organization for the
  media content you are creating.
• Name files appropriately for example
  Podcast_1_An_Intro_to_My Widget
• Remember that when you put a player on your page,
  youll want to play the latest content and
  archive earlier content with hyperlinks so people
  can listen to or watch earlier shows.
• Incorporate feedback on these pages so potential
  customers have a place to ask questions or post
  comments.

Presenter Notes
Make sure you have system of organization for the
media content you are creating.

Name files appropriately for example
Podcast_1_An_Intro_to_My Widget

Remember that when you put a player on your page,
youll want to play the latest content and
archive earlier content with hyperlinks so people
can listen to or watch earlier shows.

Incorporate feedback on these pages so potential
customers have a place to ask questions or post
comments.

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Step 4 Upload to where?

• Lots of options
• Create an RSS feed
• Upload to web providers
• Upload free to Google video, Yahoo video or Yahoo
  podcasts or others (and then embed the tags into
  your own website).
• Upload to iTunes over 40 million strong!

Presenter Notes
Where are you going to put all this content?
There are lots of options You could create an
RSS feed using a service like Feedburner for
example. You could upload your content to podcast
and videocasting providers. You can upload free
to Google or Yahoo and then embed the tags into
your own website. I would even recommend
publishing your podcast or videocast to iTunes
you have a given audience who are already
interested in new media over 40 million strong.

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Step 5 Lather. Rinse. Repeat.

• Over and over and over and over again!

Presenter Notes
Step 5 Lather, rinse, repeat. Just be
consistent. Once you start getting an audience,
theyll expect you to provide them with good
content especially if they have taken the time
to subscribe to your show.

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Tips to Great Shows

• Make the content useful.
• Give viewers something to come back for VALUE
  is imperative for repeat visitors
• Use humor effectively (dont be crass!)
• Be HONEST!
• Use the this is teaching concept because its
  true!
• Be prepared.
• Practice. Practice. Practice!
• Be passionate about your widget!

Presenter Notes
Here are some general tips for getting started

Make the content useful.

Give viewers something to come back for VALUE
is imperative for repeat visitors

Use humor effectively (dont be crass!)

Be HONEST!

Use the this is teaching concept because its
true!

Be prepared.

Practice. Practice. Practice!

Be passionate about your whatchamacallit!

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General Resources

• Attend the Podcasting and Portable Media
  Conference in September 2007 to learn much more.
• Technologies to learn about RSS, podcasting,
  videocasting, blogging for business

• Read
• Hands on Guide to Video Blogging and Podcasting
• Podcasting Hacks
• Try
• Easywebvideo.com
• Odeostudio.com for podcasts
• INTELLIPODCAST.com

Presenter Notes
Ive put together some general resources for you
here as well. I would highly recommend trying to
attend the Podcasting and Portable Media
Conference in Ontario, California in Sept. of
this year. Ive attended for the last 2 years and
found it to be a wonderful source of learning for
all new media that my companies are involved with
as well.



There are also a list of suggested books you can
get at any bookstore and sites with useful
services to create podcasts and videocasts.

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Thank You.

• Nan Shastry
• CEO, Brainy Betty, Inc.
• www.brainybetty.com, www.intellipodcast.com

EMAIL ceo_at_brainybetty.com

Presenter Notes
Thats it! I hope you are excited as I am about
the possibilities for using new media to grow
your website audience. If you have any feedback
or further questions, you can always email me at
ceo_at_brainybetty.com Have a great day!