Word of the high-speed bullet train planned for LA to Las Vegas should make small business owners in Las Vegas as giddy as a two-year old with a new choo-choo toy.
As National Public Radio recently reported, there’s a few unscheduled stops along the way, but small business owners ought to be cheering each new update. The sound of the approaching train is music to my ears and should be to yours also. Here’s what it could mean and how to take advantage of it.
What to Expect
When complete, millions of Southern California couples will ride the Brightline West High-Speed Rail to Vegas. In addition to photography I do through Taylored Photo, I also own a number of photography-based wedding businesses and I’m in love with the potential of this train. For a wedding industry that has always been a champion of speed, the 218 mile per hour high-speed rail system will undoubtedly boost the number of weddings taking place in the Wedding Capital of the World.
The NPR article hyped the possibility while trying to temper expectations, but the attention being paid to the multi-billion dollar project has my heart racing. I can’t wait to assist the couples disembarking at the Brightline West terminal planned for South Las Vegas Boulevard.
It’s going to blow your veil off! Las Vegas is already the easiest place on Earth to get married. If you eliminate the lengthy and stressful LA to Vegas drive then we’re talking about an unprecedented influx of couples wanting to get married here.
What it Means
The more people coming, the faster they can get here, and the easier their trip is, the happier me and my wedding industry colleagues will be. Brightline’s speeding train will give new meaning to the term ‘quickie wedding’.
If you’re a small business owner, you should share my excitement. If you’re ready for the extra traffic you’ll be the first expert these passengers seek when they are looking to spend their money in Vegas on goods and services.
How to Get Ready
Don’t worry, the train hasn’t left the station yet. You still have time to get your marketing and branding up to speed so that you’ll be ready. I’ve been helping small businesses for years and know what you need to do now so you can get on board when the time comes.
Create Content That Converts
Considering the remarkable return on investment (ROI) that visual content offers, visual content creation should be a top priority for all businesses.
However, small and mid-sized companies are often constrained by limited time and resources, so they feel they are unable to capitalize on the opportunity.
Fortunately, creating compelling visual content does not need to break the bank. With a creative eye and affordable tools, businesses can produce professional-looking visuals on even a shoestring budget.
The key is understanding where to invest your resources for the most return. Start by creating a content strategy to determine what images you need to produce.
Then, you can build a plan that leverages your existing tools, resources, and budget to meet your company goals.
Further Reading: Create Visually Stunning and Budget-Friendly Content That Converts
One way to get started is through one of my Content Happy Hours. You’ll meet like minded entrepreneurs, work together, and get guidance from my team so you can create content for your business, and be well on your way to understanding the right and wrong way to market your small business online and on social media.
Build Trust and Credibility
It’s important to your customers that you gain their trust. Using authentic brand photography is an easy way to build lasting customer relationships while also building your professional reputation to attract new ones. Authentic brand photography captures the essence of your brand by communicating your mission, vision and values to potential customers, while also piquing their interest in learning about your offerings.
Authentic brand photography also helps you build brand recognition online by providing a consistent and recognizable identity. As customers begin to recognize you across all marketing touch points, they also develop a deeper connection to your brand.
Further Reading: Building Trust and Credibility with Authentic Brand Photography
If you want to stand out in the marketplace, professional brand photography is the best way to get noticed.
Put Your Branding Photos into Action
You just got your branding photos back from your photo session with a professional photographer. They look great, but now what? Knowing how to use them is half the battle and one every small business owner should aim to win long before all the train tracks are laid and the tickets are on sale.
If you plan to use them on your website you need to take the time to get it right. Slapping stuff up haphazardly isn’t going to effectively tell your story, and will make you come off as unprofessional.
I recently gave several great examples of how successful companies use brand photos and you could learn a lot from paying attention to the big boys. It’s ok to copy their techniques.
Further Reading: Your Content Should Match Your Style
But don’t copy them exactly. Use their techniques to tell your story. You and your business are unique and your customers want to connect with it. Give them a reason by giving them pieces of yourself.
Fix Mistakes
You know those broken links on your website you’ve been meaning to fix? Do it! How about those perpetually blank pages that just say, “Updates Coming Soon” or “Still Under Construction”? Take the time now to build out those pages. There’s no time like the present.
When it comes to brand photography mistakes, you might be making some that you didn’t even know about. Don’t take it personally. Recognize that you don’t know what you don’t know, and do some homework.
Further Reading: 5 Mistakes Most Small Businesses Make with Their Brand Photos (and How to Fix Them)
See mistakes as opportunities for improvement and as learning opportunities. You’re always getting better and that’s ok.
All Aboard!
If, like me, you’re looking forward to the completion of the Brightline West high-speed rail between the City of Angels and Sin City, now’s the time to assess your small business, and see what needs to be done to be ready when the first train pulls into the station.
If your marketing materials, social media pages or brand photography could use some tuning up, I hope you’ll join my team and I at one of our upcoming Content Happy Hours or consider a full branding photography session.
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