I just saw the premiere of Never Say Never, the movie which documents the life of Justin Bieber and walked away with a bunch of tips on internet marketing. Did you know he was a YouTube sensation? I certainly didn’t. I may not like his music, but I must give him props. He went outside the traditional music industry and created a fan base with Twitter and YouTube. So what can this 16 year old teach us about small business internet marketing?
1. Give your customers the inside scoop
Justin Bieber gave his fans the inside look when he was just starting. He filmed his recording sessions and uploaded them to YouTube. They weren’t high quality videos, but they were raw. His fans got an inside look to his life.
Do the same with your business. Don’t make every Facebook update or blog post some official sounding, press release. Give your customers an inside look to your business. If you’re a bakery, show how your cakes are made. A hair salon, give them tips to achieve great hair. A clothing boutique, give them updates on new products before anyone else knows.
2. Give back to your loyal customers
Before a concert, Justin’s crew goes around the local area talking with his fans. They find diehard fans and give them front row seats to the venue.
How can you reward your loyal customers? Often times, businesses give specials to first time customers. Instead, why don’t you give the specials to your loyal customers? Doing so shows them you appreciate them.
Create a separate email list for your most loyal customers and give them exclusive content and deals.
3. Twitter and the real world
When Justin Bieber was trying to get his stuff played on the radio, he went to radio stations and played acoustic versions of his songs. He would also tweet where he’d be next. Soon, he had a couple fans show up, then 10, then 20, 40, 100, and on.
How can you bring Internet marketing and the real world together? Don’t make your Internet marketing a completely digital experience. Connect the digital and real world together. Can you get people to tweet while they are in your store?
4. Trust your team
Justin wouldn’t be who he is without his team. His manager, agent, singing coach, stylist, etc all add elements that make him who he is.
As an entrepreneur, it is easy to want to do everything yourself. But maybe you have someone who is great with Facebook while you understand the ins and outs of email marketing. Find employees who are familiar with the platform you wish to use and let them handle it. Don’t try to do it all by yourself.
5. Start from the beginning
Justin Bieber, even after signing with usher, did numerous low end shows in water parks and high schools with only a couple dozen in the audience. Justin Bieber was starting where every artist starts and working his way up.
Don’t think right when you start Internet marketing customers will instantaneously follow your tweets or subscribe to your blog. It takes time. Results aren’t instantaneous. But putting the work in will pay off. Just look at Bieber. He went from YouTube sensation to worldwide heart throb.
So, you probably weren’t planning on seeing Never Say Never, but maybe now you have an excuse to go with your daughter and see it: it will help your marketing. Let me know in the comments if you think of any other tips after seeing it.
My name is Brandon Yanofsky. I'm the Relationship Marketing Specialist for small businesses and startups. I'm here to show you how to build better relationships with your clients that lead to more sales.
Ok you convinced me I have to see this movie now. I didn't know alot of what you said about him, and now it just seems important to see what hes all about. I see lots of poeple promoting there stuff on facebook, but never really giving any tips and solid information to market themselves correctly. I will take these ideas into how I use facebook now, and start to get in the helping mood, and I know it should work out in the long run.
Definitely a must see. It's surprising to say it.
And if you ever need any advice, please let me know.
What an interesting take on things…thank you for taking time to appreciate and recogniize a job well done, (fan or not).
Thanks Sarah.
Great post. I'm just starting a business and gave me great food for thought on how to use soc. med. tools to connect with and build a platform.
What kind of business are you starting Steve?
The kid is annoying, but you're right – you have to give him and his team credit for all the hype they've built around him.
Definitely. In a way, he really did come from nothing and go huge.
It's a surprising story.
Great post! 5 Simple and useable tips. I work in TV and we are trying to do the same thing, get people involved in the process. We have started a FB and Twitter right from the beginning of shooting, which is very early in TV. Would love any any thoughts or feedback that people have. We are at The Slap TV. http://www.facebook.com/theslaptv and the same on Twitter.
Or you can email any thoughts to julie.eckersley@matchboxpictures.com
Very cool Julie. Just liked your facebook page and am following you on Twitter. Definitely interested in what you guys are doing.
simple straightforward advice that anyone can follow. thanks!
Thanks Ogake. Hope you're able to put the advice to good use.
What a great article and I can't believe you now have me actually considering to see this movie.
Excellent.
PS – Found you via Chris Brogan's blog list: http://www.chrisbrogan.com/some-posts-from-the-bl…
Thanks Julia. Are you using Chris's Blog Topics?
Hi Brandon, I am not. But I do subscribe to his newsletter and follow him on Twitter.
Wow! Nice article! I am really impressed!
Yeap, I have to see this movie now, not just for the tips but also to see what exactly these girls see in him?? I suppose because he had built such an authentic brand (showing the behind the scenes of him making music, being himself, etc) his fans feel they can relate to him and trust him? That could be tip number 6
Also, another thing worth mentioning is (perhaps not related), that he got things done. He shot videos and music and uploaded them consistently! Doesn't matter what the quality was.
honeypenny-
It's quite amazing how crazy the girls go for him. My ears hurt after leaving the theater. And there is a definite fan-Bieber relationship going on. Each girl feels like they know him personally. My little sister is excited because his birthday is coming up.
He also definitely gets things done. You'll see in the movie that his first instrument was a chair. He started pounding out beats on it when he was just a toddler. We should all learn to start producing with what we have.
Hi Brandon,
Love the article. I'm a huge fan of finding marketing information in every story. I write a series in Montreal, QC for a publication about technology and start-ups called NextMontreal, and wanted to let you know that we published a link to your story in a round up of our top links for the week: http://nextmontreal.com/three-bags-full-round-one…
Will be reading you in the future to find more clever insights!
Thanks,
Christopher
Thanks Christopher.
Appreciate it very much. Just sent you a tweet.
The movie was awesome!! check out my cover of baby on youtube http://www.youtube.com/watch?v=_vmOZA5Dggo
Hi Brandon,
Justin has a strong Youtube presence, too. I read somewhere that he could be making over $1 million only from the Google ads that are displayed on his videos. How cool is that, huh?
I didnt know that. That's insane.