Frame Rate

I was listening to a recent episode of the Duct Tape Marketing Podcast and heard an interview with the marketing director of E-Lance. It sounded interesting, so I went over to the site today to check it out. Here’s how E-Lance works, according to their website:

Elance is an online workplace where businesses connect with qualified professionals to get work done.

With the largest network of certified technology and creative talent, Elance helps businesses succeed by connecting them with the people they need to get work done. Elance facilitates the entire work process from hiring to collaboration to payment.

Businesses use Elance to get work done by qualified professionals whenever they need it. Service providers use Elance to meet customers and get paid for doing what they do best.

To be more specific, E-Lance is a place where freelancers can go, create a profile, upload references, skill sets, portfolio pieces, etc. and network with businesses who are interested in hiring freelancers to complete certain jobs. Let’s say Company X needs some graphic design work done and they’re looking for someone with a specific style or a specific set of skills. They can head over to E-lance, peruse the directory of available freelancers, and hire one for the job. It’s a way for companies to keep overhead costs by employing someone only when they need them. And it’s a great place for freelancers to find work. I just created my profile today, so I’ll have to wait and see if it pays off. There are a number of different categories in which you can create your profile. It might be worth investigating. Every little bit of exposure for you and your business can pay off.

When the original iPhone first launched, I thought to myself, This thing is incredible, but I’ll never get one because it’s too expensive. Then, last summer the iPhone 3g launched at $200. At that point my interest in this little gadget went up quite a bit. Still, I waited. And for people who know me, that’s a difficult task to achieve. I’m always drawn to the latest gadget. I finally jumped on the bandwagon in December and I’m glad I did. Not for its entertainment value, per se, but for its marketing value.

In my line of work, it’s much better if you can SHOW people what you do, rather than just TELLING them. So, I loaded my phone with some of my demo reel samples. Now, when I’m out networking or meeting with potential clients, I’m able to instantly show them the latest thing I’ve been working on. Not only are they impressed with the work, but they’re impressed that I can show it to them on my phone. Plus, when you’re in a large group, the iPhone gets attention. That’s another plus for me. People will come over to see what we’re watching and I have an opportunity to market my business even further. Use tools that are available to you and you can market your services in new and unique ways. And remember, video will always grab someone’s attention.

There are many ways for an entrepreneur to generate leads for his or her business, and I am always on the lookout for new and creative ideas. Although nothing beats good word-of-mouth, I have found that a sense of competition may drive qualified leads to inquire about your services.

Currently I am doing some work for a non-profit here in Birmingham. I will be producing an updated video that will be used at seminars and conferences. My client is a member of several organizations that host these seminars, and so I decided to contact other members to see if they too would be interested in what I have to offer. Finding members of a particular business organization isn’t that difficult. Most have a directory on their website. I started contacting the businesses one by one and sending out emails (*Note: When sending out emails, always try to find an individual to whom you can send the letter. Using the general inquiry online forms are impersonal and are rarely returned.).

In my email I mention who I am and from where I received their contact information. Then I mention how I am currently working on a marketing video for another member of the same organization. I also mention how this particular video will be used. I then offer to send the individual a copy of my demo reel and encourage them to write back.

I’m not saying that people will write you back 100% of the time if you adopt this method for lead generation, but some will respond positively. When these individuals realize that their competitors (who attend the same conferences) are out there producing up-to-date, professional videos, then they are more inclined to do the same thing. So use competition to your advantage. If you are currently doing work for a client, start contacting competitors and see what happens.

When you work as a small business owner you are forced to wear many hats. Not only am I responsible for coming up with creative solutions for clients, writing scripts, directing, and editing, but I am also in charge of business development. I have to get out there and network, make calls, send out emails — all in an effort to attract new clients. There is a plethora of information out there from sales experts on how to attract new business. Some of it might work for you; some of it might not. However, one thing I have learned through experience is to keep a detailed contact list.

When I have a qualified lead I immediately put that person in my contact list. I use Outlook for this, but you might have another method. Not only do I insert all the pertinent contact info, I also keep a record of how we met and an up-to-date log of the times that we have spoken. Believe me, when you have built up an extensive database of networking acquaintances you will quickly forget the small details unless you write them down. I might also make note of certain personal things he/she has mentioned. For example, one time a particular lead mentioned that he was going in for minor surgery and wouldn’t be able to meet with me for a few weeks. I made a note of that in my log, so that the next time we spoke I could ask him about it and wish him well in his recovery. This shows a potential client that you are listening and that you care.

I also take the time every 4-6 months (on the average) to go back through my entire contact list and touch base with those I haven’t spoken to in a while. This is where it becomes vitally important to keep up with how many times you have contacted a potential client. The worst thing you can possibly do is constantly bombbard a lead. It will scare away your business, because you come across needy and desperate. When I make a follow-up call or write an email, I never push for a sale. I might mention how I have an updated demo reel available and how I would love to send them a copy. I might ask them about a personal matter they previously revealed to me. I might invite them to read my blog, or subscribe to my e-newsletter. I might just say, “Hey, it was good seeing you again at last night’s chamber of commerce event.” The idea is to keep your name in front of them.

However, you need to evaluate your contact list. Filter out those dead-end leads and concentrate on those with some promise. I don’t care how many times you call or email, some contacts simply won’t buy. If I ever have a contact who mentions that they are considering using video for their business, I make a note of it. Chances are, if they’re thinking about it, then one day they will pursue it. Maybe not today, maybe not tomorrow, but someday. And when they do get the greenlight, I want my name to be the first they think of. Currently I am on the verge of signing a contract with a lead I established a little over three years ago. At one point I didn’t speak with him for 16 months, but I knew that since he expressed an intial interest, then sooner or later he would need my services.

The name of this game is persistence, but it takes patience, diligence, and a courteous and gracious attitude toward all those you meet.