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Actionable Marketing Podcast

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Apr 23, 2019

Marketers are always searching for advice that they can apply to their marketing efforts and strategies. Luckily, plenty of people are more than willing to share their expertise, ideas, and “best” practices. Don’t simply emulate them and their words of wisdom. The biggest problem is sameness. Everything is the same, and no one stands out.

Rather than just taking their advice, make it your own, put your spin on it, and do what works best for your business. Today, my guest is Jay Acunzo, founder of Unthinkable Media and author of Break the Wheel. He describes how to push yourself to ask the right questions and make the right decisions when surrounded by conventional thinking. 

Some of the highlights of the show include: 

  • Two Stories to Jay’s Career: LinkedIn’s about logos, and liking process of making things through tinkering and not caring if anybody consumes it
  • Google was a great place to work; brand, perks, awesomely smart co-workers
  • Following prescribed path because that’s what you’re “supposed to do”
  • Expertise and checking a bunch of boxes doesn’t make a great career
  • Everyone wants best practices and guidance because they’re afraid of what to do
  • Unthinkable Stories: People did something that seemed crazy, but they clearly explain why what they did was practical and strategic
  • Being taught there’s a right and wrong answer, and approaching marketing the same way; the real answer is, it depends...on context
  • Push yourself beyond commodity work and do something exceptional instead
  • Problems: We don’t want to be average, and we don’t operate in a generality
  • Understand your specific situation and use it as a decision-making filter to find clarity; borrow from your situation and what’s proven to work elsewhere
  • Six fundamental questions to ask to understand how to operate in a more contextualized way for your environment
  • Pike Syndrome: Psychological barrier to making decisions with clarity; based on situation, instead of generality
  • Context parts in every situation: You/team, customer/audience, and resources
  • Reasons for Decisions: Learned helplessness, foraging choice, cultural fluency
  • Aspirational Anchor: Personal- or team-based mission statement; articulates behaviors to change

Links: 

Apr 16, 2019

Marketers spend a lot of time, energy, and money building their social networks to connect with, engage, and share information with followers. How much should you invest in a platform and measure what you’re getting out of it?

Today, my guest is Shonali Burke, founder and leading instructor of Social PR Virtuosa and president and CEO of Shonali Burke Consulting. She encourages marketers to think about their social networks as a social community and shares how to connect with your social community to add value and meaning to your network, product, or service. 

Some of the highlights of the show include: 

  • Plan, Paine, and MySpace: Community being generated through social space
  • Is traditional public relations (PR) dead? Perception and transformation of PR
  • Putting people back into public relations; getting to the heart of who somebody is and what’s important to them
  • Trend of natural marriage between social media and PR; companies taking initiative and making changes to company culture
  • Purpose and Mission: How to use and leverage social media to grow authentic communities and make people’s lives better, easier, and more fun
  • Two places to find stories: Customers and Company
  • First step to building and activating audience; what you’re asking them to do, why
  • How to measure ROI; depends on goals and data
  • Most common mistake made by PR professionals and strategists

Links: 

 

 

Apr 9, 2019

When you were younger, who did you go to when you had a tough question? Your single source of truth - your dad. These days, when people have questions, they ask a search engine. They go to Alexa!

There are big questions that companies are afraid to answer. As marketers, are you listening to questions your customers are asking? Are you answering the right questions? Today, my guest is Marcus Sheridan, author of They Ask You Answer. 

Some of the highlights of the show include: 

  • Premise of Book: Business philosophy of how buyers think, questions they ask, and how they want to learn and buy
  • Elements of Success: Seen as a teacher and trusted voice in your space
  • Many of us think and speak like marketers; be honest when creating content
  • Big 5 subjects that determine what people buy and companies don’t want to address; cost-based, negative/problems, comparison, best of, and reviews
  • Let customers learn from you, not someone else; consumer ignorance is no longer a viable sales and marketing strategy
  • Stop mindset of digital marketing as an expense and sales team as revenue
  • Get leadership to understand concepts/results of sales and marketing initiative
  • Marketer Psychology: Prophet to world, but no one listens to you in hometown
  • Why are you producing content? For marketing or sales? Falsehood of too much
  • Emails should include education; refuse to be average  

Links: 

 

 

Apr 2, 2019

Which mentors and managers helped shape and influence you the most  through the years? Who made you a better person and marketing professional? Are most of them smart, talented women? According to the Association of National Advertisers, 67% of the marketing industry is female.

Today, my guest is Jodi Duncan, president of Flint Group. We discuss the current climate and ecosystem for women in marketing and business. What are some of the current challenges and opportunities that women face? 

Some of the highlights of the show include: 

  • Marketing agency trends and adapting to them - biggest challenge is the digital movement; expectations and pressure related to measuring ROI and spending
  • How to evaluate, identify, and implement tools and technologies for clients; don’t overlook the client’s objective and what they’re trying to do
  • Creating content and related messages, then effectively communicating content through multiple channels that have different parameters
  • Challenges of creating authentic content experiences; voice should match brand
  • Flint’s best strategies to do high-quality work for clients and be a place where people want to work; communication is critical
  • Progress needs to be made regarding concept of women in leadership and business; Women in Business blog series shares lessons and accomplishments
  • Are you a good bitch, or a bad bitch? Women don’t always support each other; difficult for women to get leadership position and not be branded a bitch
  • Show support and make an impact via direct conversations to address issues
  • Men just need to ask women to participate, include them, and offer opportunities to express their opinions
  • Women entering the workforce need to pay attention, watch, learn, ask questions, and speak up

Links: 

Mar 26, 2019

Marketers are in the business of creating content. They’re modern-day publishers. However, up to 70% of content that they create goes unused.  

Today, my guest is Randy Frisch, author of the new book, F#ck Content Marketing: Focus on Content Experience to Drive Demand, Revenue, & Relationships. Also, he’s the co-founder, president, and CMO of Uberflip. He identifies how to break bad content marketing habits and adapt personalization to marketing. 

Some of the highlights of the show include: 

  • Content is at the core of marketing strategies; Uberflip empowers marketers to take control of created content assets and mesh them into their marketing efforts
  • Randy’s book is not meant to throw shade at content marketers, but capture his passion and take on the “broken” status of the content marketing industry  
  • What is unused content? Content that’s created and posted, but never leveraged on a day-to-day basis in marketing
  • Definition of content marketing to create content to attract a clearly defined audience and drive profitable customer action is too narrowly focused
  • Content marketers need to start putting the right content in front of the right people for that encounter to be a great experience   
  • Real-life examples of what content marketers are doing right and wrong; tell a story that connects with customers
  • Content marketers feel pressured to produce content, but they’re not the only ones responsible for customer experience
  • Tactics and tools for the personalization of content and marketing at scale
  • Content Experience Framework: Centralize, organize, personalize, distribute, and generate results
  • Evolution of Content: People who want to go beyond content creation and think more strategically by teaming up with colleagues

Links: 

Write a review on iTunes and send a screenshot of it to receive a cool CoSchedule swag bag!

Mar 19, 2019

What did 447 marketers identify as the top benefits of an agile marketing approach? Helps team change gears quickly; provides better visibility into status of projects; finds roadblocks sooner; and produces higher quality work.  

Today, my guest is Andrea Fryrear, AgileSherpas co-founder and agile marketing consultant. We’re revealing the results of the 2nd Annual State of Agile Marketing Report.   

Some of the highlights of the show include: 

  • Agile Marketing: Transitioning from traditional marketing pieces to short-term, high-quality, flexible work delivered rapidly and focused on the customer
  • Emphasis put on experimentation and validated learning through small, empowered, autonomous marketing teams
  • Marketers moving to agile framework to increase productivity, improve prioritization, and allow time to be innovative and creative
  • Common practices include daily stand-ups and using tools to visualize work  
  • One-third of respondents are agile marketers; 50% are traditional marketers; and 15% are ad-hoc marketers
  • 50% of traditional marketers want to implement agile marketing approach in 2019
  • 54% of agile teams use a hybrid approach
  • Agile aids interpersonal issues; creates better colleagues and work/life balance
  • Processes, project management tools, and education assist agile adoption
  • Overcoming agile skepticism; process of change is less painful than status quo
  • Favorite shifts between 2018 and 2019 reports; marketers are getting educated and thinking for themselves
  • Andrea’s Advice on Agile Approach: If you can’t fix it, make it visible

Links: 

Mar 12, 2019

Do you suffer from shiny object syndrome? It’s difficult to not become enamoured with the latest marketing tactics, trends, and technologies. We are distracted by them because they may offer hope or promise 10X-ing marketing results. Instead, stay focused on helping your business grow to generate revenue!

Today, my guest is Kieran Flanagan, vice president of marketing and growth at HubSpot. Kieran uses traditional marketing methods to help HubSpot and other brands generate additional traffic and revenue. We discuss how to create predictable and product-driven growth. 

Some of the highlights of the show include: 

  • Challenge to sustain growth is more difficult as a business gets bigger
  • Find new ways from existing channels or brand new channels to grow from
  • People, products, and businesses change; adapt marketing sales plans
  • Strategic Growth: Think logically about how to grow into being a big company by providing good products and customer experience
  • Develop scalable distribution plan and use search engines to find right product fit
  • 3 Stages of Fit: Product market, product channel, and ROI
  • Growth Power Law: 60-70% of growth comes from one or two channels
  • Build out next 12 months of growth, and predict where it’ll come from
  • Keyword Search: What product does and solves
  • How to choose best acquisition channel and strategy for scalability
  • Establish and measure goals and expectations for different channels
  • Develop work culture that embraces failure; experiment by taking small risks
  • Keep remote team engaged, focused, and motivated by being clear on goals and proactive with communication  

Links: 

Mar 5, 2019

Are you a millennial? Do you work with millennials? According to the U.S. Bureau of Labor, millennials are expected to make up half of the workforce by 2020 and 75% by 2030. So, it’s important to  figure out ways to understand these smart and talented millennials working at your company. Are there any idiosyncrasies with this generation that may be helpful to marketers?

Today, my guest is Garrett Mehrguth. He’s the CEO and co-founder of Directive, a growing digital agency that employs several millennials. Fortunately, Garrett has found unique ways to keep them engaged and motivated.

Some of the highlights of the show include:

  • Garrett’s Motto: Learn, Engage, Create
  • Lesson Learned from First Consulting Client: Ask clients to pay you upfront
  • Never use your power as a leader to manipulate anyone to make a decision
  • Attract millennials by investing in social media to create a positive work culture
  • Utilize recruiting tools to find the most talented millennials
  • Best Defense for Bad Reviews: Demonstrate importance of sharing experiences and showing reviews to everyone involved to continue to grow and retain talent
  • Millennials are the same as everyone else, but treated differently, alienated, and made to feel demotivated and devalued by others
  • Directive offers a meritocracy and culture where people can grow in the company based on how they perform, not how long they’ve been with the company
  • One of the simplest ways to create a structure for success and motivate millennials is to help them prioritize their tasks and goals
  • 99.9% of millennial performance issues are related to time management and communication, or under-developed professional expertise
  • Millennials are motivated when being a part of something larger; they want to feel like what they’re doing is contributing to something
  • Directive supports career-driven millennials who want to be paid what they’re worth in an environment that accelerates their development professionally
  • Offer benefits that serve your team, not ones that attract talent; Directive’s coolest benefit is mental health support
  • Millennials want to learn, and Directive stresses its importance to be successful by requiring each employee to create a piece of content every quarter
  • Be a leader for millennials by holding yourself accountable and taking an authentic look at and fixing everything that’s wrong in your organization

Links:

 

Quotes by Garrett Mehrguth:

“If you could learn, engage, and create, you could always be better tomorrow...because you never take your foot off the gas.”

“We had this thought process that if we can’t attribute something to revenue, it’s not valuable, and that couldn’t be further from the truth.”

“Your brand dictates the type of talent you acquire or it dictates the success of your organization.”

“Millennials want authentic leadership and want an authentic team and an authentic culture that’s doing things for them, not to attract them.”

Feb 26, 2019

When someone says, “chatbot,” do shivers go down your spine? Or, does a big grin cover your face? If chatbots are annoying and an invasion of privacy, why are so many people engaging with this technology? More than 25% of the world’s population is using message apps, and 71% of people use messaging apps for customer assistance. People want their problems solved quickly via personal experience. Enter chatbots.

Exit traditional, one-way marketing, such as email, landing pages for Web forms, and blog posts. At least that’s what today’s guest believes. Larry Kim is the CEO of MobileMonkey, a messenger marketing platform. He describes chatbots, their benefits to marketers, and ways to utilize them. He shares how such technology will alter how we think about content creation, calls to action, and customer experiences.

Some of the highlights of the show include:

  • Chatbot Definition: Forget Siri or Alexa; think about chatbots as the top of the funnel, marketing, lead acquisition, nurturing, and conversion technology
  • Chat marketing lets you push notifications to collect emails addresses to send newsletters and other content; get people to subscribe to your channel
  • Messages vs. Emails: Differences include lack of response and interaction
  • Typical open rate for emails is 5-10%, so 90-95% of people aren’t engaging; open rates for chat marketing are 70-80%, and click rates are 10-20%
  • Use advertising to get people to click on an ad that takes them into a chat session, not to your Website
  • Marketers should change how they engage with customers; create personalized experiences where chatbots come in to help with back-and-forth interactions
  • Conventional marketing is based on assumptions made about the audience; chat removes assumptions by asking questions
  • Companies doing online advertising should use Click-to-Messenger Ads; customer clicks the button to subscribe to messaging with your company
  • Website chat where a box in the corner pops up to offer help is not new; most companies fail using it because it’s hard to have someone on-call to chat
  • Chatbots offer Tier 1 support to handle certain questions and respond with user-provided content; create chat content and assign keyword triggers
  • Reciprocal Concessions: If customer believes you’re being helpful to them, they’re more likely to buy from you
  • Identify information customers want; post stories or declarative content, then post a conversation starter to spark them to share their opinions and thoughts

Links:

 

Quotes by Larry Kim:

“I truly believe that messaging is the future. People already overwhelmingly prefer messaging for communication, but yet businesses haven’t figured this out.”

“What you should be thinking about when you think chatbots is it’s the top of the funnel, marketing, lead acquisition, nurturing, and conversion technology.”

“But the messages aren’t just emails. Emails are stupid. You can’t respond to them. They’re not very interactive.”

“Users are okay with and actually covet communications with the companies and brands that they care about through messaging.”

 

Feb 19, 2019

How do you create content? Plan for it? Identify what will resonate with your audience? Marketers need to think of themselves as content producers and publishers. They’re all trying to come up with a story that has an angle and narrative to provide insight or leadership.

Today, we’re talking to Clint Schaff, vice president of strategy and research at the Los Angeles Times. Clint is a dynamic marketer and journalist who offers his perspective on marketers as content creators and publishers, and journalists and media storytellers as marketers. He shares processes around content planning, creation, and promotion.

Some of the highlights of the show include:

  • Doing social good by transforming relationships between consumers and brands; content creation is meant to serve an advocacy for communications
  • Content to cover involves complicated collaboration, stories consistent with brand, and commercial viability
  • Feedback from influencers and data on your audience help determine content
  • Editorial calendar serves as a way to plan and manage content
  • Return on investment (ROI) and generating revenue from content
  • Create unique, exclusive content experiences through experimentation
  • Leverage different mediums and promote content through social media, paid advertising, and other ways to get more content and generate attention
  • Write weekly summary of what you did and what you’re going to do to make sure everyone on your team is moving in the same direction
  • Be a better marketer by making a list of the most surprising things you could do to move toward your objective

Links:

  • What topics and guests do you want on the Actionable Marketing Podcast? Send me your suggestions!

 

Quotes by Clint Schaff:

“It’s about content creation that’s meant to serve an advocacy for something. Advocacy for communications, whether that’d be for a brand or a cause or an idea or story.”

“If you create amazing, impeccable journalism, but no one reads it, and you haven’t figured out how to meet a need in the market, well, that’s not a very good business.”

“Our whole brand is based on credibility and trust.”

“We’re turning on the dials, trying every possible way to get eyeballs on our content that people need to see.”

 

Feb 12, 2019

Is the future of voice search happening as we speak? Are we really in the middle of a voice search revolution? Are you part of the 41% of adults or 55% of teenagers who use voice search daily? By 2020, at least 50% of all Internet searches will be through images or speech.

Today, we’re talking to Jeremiah Smith, founder and CEO of SimpleTiger. He breaks down how voice searches will impact SEO, algorithms, keywords, and research. Also, he shares how marketers can optimize their content in a voice search world.

Some of the highlights of the show include:

  • Pulse and perspective on current state of voice search
  • Search Categories: General and transactional
  • What’s the intent of voice search? Good answers, no advertising
  • Indirect Commercial Intent: Customers become comfortable with and trust voice devices enough to conduct commercial searches to buy something
  • Search engines using artificially intelligent rules and inputs to deduce output
  • User engagement metrics trumping every other ranking metric in Google
  • Google: Changing from a search engine to an answer engine?
  • Evolution of old vs. new types of search; people need to rethink how they search
  • Conversational marketing created to address surge of conversational searches
  • Optimize content for voice search by answering searcher’s intent for any keyword
  • Prepare for voice search by keeping things the same, read SEO documentation

Links:

 

Quotes by Jeremiah Smith:

“Market domination, in terms of voice search as an interface, belongs to Amazon.”

“I don’t think we need to be nervous and be scared because this artificially intelligent engine, at the end of the day, is doing something to produce a result for a company.”

“Your SEO schemes aren’t going to work any more. Your need to actually start pleasing your customers. It’s a much more blunt game that were playing now.”

“The way that we search for things also says a lot about the type of result that ought to occur.”

Feb 5, 2019

How often do you think about customer experience? Marketers put tons of time and energy into creating a brand to communicate a value proposition that makes people feel a certain way about their company. But good marketers know that it’s not about brand, but brand perception developed through conversations and interactions with customers.

Today, we’re talking to Chris Paul, head of customer experience at CoSchedule. He describes how different departments and employees at a company can work together to make sure they are on the same page when it comes to the company’s brand and adding value to customer experience.

Some of the highlights of the show include:

  • Learn about your brand from both customers and co-workers
  • All products, services, and solutions evolve over time; so do customers’ needs and demands
  • Consider product market fit and then pivot and make changes when necessary
  • Dawn of a new era where customers are not afraid to tell you what they think
  • Know customers’ experiences and expectations to create positive experience
  • Help customers grow and be successful by orchestrating value and addressing their pain points/problems
  • How to identify existing and future stakeholders
  • Offer customers on-demand support via various channels, including social media
  • Delegate and streamline support requests to effectively respond to customers
  • Improve customer experience by aligning and collaborating with departments and teams, don’t silo them

Links:

  • Write a review on iTunes and send a screenshot of it to receive a cool CoSchedule swag bag!

 

 

Jan 29, 2019

How would you like to make $22 on every $1 spent promoting content? Sounds too good to be true, right? Well, let’s find out.

Today, we’re talking to Freyja Spaven and Daniel Daines-Hutt, authors of How We Drive A $22:1 ROI From Cold Traffic, Using Facebook And Promoted Content. They share secrets to their success when it comes to researching, planning, designing, copywriting, and testing to promote content via paid ads on Facebook.

Some of the highlights of the show include:

  • AmpMyContent helps small business that have funds, but are time poor and unable to leverage content
  • Tweaking content to make it 10X more effective
  • Paid Ad Process:
  • Ad goes to cold audience
  • Drives them to piece of content
  • Presents hyper-specific, next-step offer with highly efficient lead magnet
  • Over-inundation of content; 83.6 million new posts are published every month
  • Facebook ads allow you to get a lot reach, without spending a lot of money
  • Research: Push traffic to good, not bad content; determine if ad is profitable; and interview readers regarding a problem that needs a solution
  • Avoid creating a lot of content that doesn’t highlight your expertise about a topic
  • Ads start at a loss; use bottom-up testing to make ads profitable
  • Create ideal audience for your content to make an ad that resonates with them
  • Supply and Demand: More specific your ads, the more Facebook charges
  • How people consume a newsfeed ad; on auto-pilot with their attention, interest
  • Use Facebook machine learning to your advantage to obtain user data and create algorithm to achieve conversion goals
  • Branded Solution: Ad content should educate readers about specific systems and processes that reduce stress and solve relevant problems
  • Getting people into a room, but not offering them anything; every piece of content should have a call to action
  • Email is an effective channel to make sales

Links:

 

 

Jan 22, 2019

Do you do whatever you can to get a prospect’s attention? Many marketers actually miss the mark when it comes to connecting their customers and content.

Today, we’re talking to Heidi Cohen, chief content officer of Actionable Marketing Guide. She describes how you can build momentum to keep your content visible, consumable, and actionable. Also, Heidi shares a method to follow for your content’s amplification and distribution process.

Some of the highlights of the show include:

  • Difference between distribution and promotion of content
  • Distribution Method:
    1. Ignite (up to first three days): Build a network and spark participants’ interest and willingness to engage with and share your content
    2. Fuel (first month): Plan, manage, and schedule social media marketing to keep content fresh and visible; utilize many mediums (i.e. video, audio)
    3. Spread (ongoing): Road test content to determine what works or doesn’t to attract new people; perform audit to update content and get conversions
  • Less than 60% of digital traffic is human; build relationships and be creative to reach humans who will share your content
  • Ways to create new or keep content going include visuals/images, guest posts, build authority, get people involved, take content live, and go to conferences   

Links:

 

Jan 15, 2019

We’ve talked about influencer marketing and referral marketing. Now, it’s time to talk about affiliate marketing. With all these types of marketing, where does one end and the other begin? They’re all related, but each is a little different.

Today, we’re talking to Arlen Robinson, chief operating officer and co-founder of OmniStar Interactive. Arlen describes the differences between types of marketing, how to set up a structured program for affiliate marketing, and how to recruit and create incentives to bring affiliates on board.

Some of the highlights of the show include:

  • Affiliate Marketing: People who are outside affiliates, not customers, promote your business, products, and services
  • Referral Marketing: Your customers who refer your business to people they know
  • Influencer Marketing: Someone who has their own audience and following
  • Every business should implement an affiliate or referral program because of stats
  • Due to abundant shopping options being available, consumers get overwhelmed
  • Create an affiliate program by defining reasonable goals and promotional strategies, as well as ways to measure success
  • Find and recruit affiliates via online directories and social media; be competitive and get their attention by offering sizeable incentives - cash is king
  • Other incentives could include offering products, merchandise, and gift cards
  • Affordable solutions are available to internally track and manage sales, payment process, and content influenced by individual affiliates
  • Use a viral loop to create a constant flow into your affiliate and referral programs

Links:

 

 

Jan 8, 2019

How can you improve your content marketing? How can you take advantage of an opportunity to entice people? Every company has the typical branding and collateral, but CoSchedule goes above and beyond with a tower of donuts!

Today, we’re talking to Ann Handley, award-winning content marketing expert and Chief Content Officer (CCO) for MarketingProfs. Ann shares how she organizes her team, what’s she focusing on for the company, and how she measures effectiveness and success. 

Some of the highlights of the show include: 

  • CCO: Person at a management level who manages content - what a company sells and does
  • MarketingProfs educates and trains marketers; helps them figure out how to use modern digital tools, tactics, and techniques
  • Six Elements of Campaign Marketing: Strategy, plan, create, communicate, analyze, and management
  • Identify what's important to marketers; always ask - what does our audience need to know to be successful in marketing?
  • Focus on the Future: Plan what needs to be done now to know what you will offer in the next six months
  • Remote teams require knowing what everybody's working on and where things are at; MarketingProfs’ philosophy is “When in doubt, cc”
  • Utilize project management tools; don’t buy helpful tools and then not use them
  • Hire people who are able to work in your company’s environment and who value and crave the type of autonomy offered
  • Metrics used to measure success depends on the content; review open rates, trends, and other indicators - what metrics matter more holistically and broadly
  • Ann redesigned and re-launched her Website because to align her personal and professional worlds
  • Focus on your distribution strategy to make your content stand out; distribute conversational and helpful content via email to connect directly with people

Links: 

Dec 18, 2018

Marketers have unprecedented access to marketing measurables. They’re inundated with data. So, which marketing metrics matter the most?

Today, we’re talking to Andy Crestodina, co-founder and chief marketing officer of Orbit Media Studios. Also, he’s the author of Content Chemistry. Andy believes that the most visible marketing metrics are usually the least useful. He identifies and ranks metrics that matter.

Some of the highlights of the show include:

  • Inverse correlation between visibility of a metric and its importance/success
  • Metrics correlated with business success are difficult to get and require analysis
  • Social, Search, and Email Metrics: Easy-to-see metrics that offer low to medium importance that correlate to business success
  • Easy to see which post gets the most traffic, but it takes analysis to calculate conversion rate from visitor to downloader/subscriber/registrant per article
  • Critical Metrics: Revenue, margin, profit, utilization, and capacity are difficult to measure, but are critical to business success
  • Rather than trying to get reviews, try listening to your customers to make them happy enough to give testimonials and referrals
  • Deliberately seek out sales, revenue, invoice, leads, and other critical metrics
  • Look at your own biases as a marketer; deeper down you go in your funnel, the more impact of each action
  • Best ways/tools to track metrics include UTM campaign tracking codes and Google Analytics; avoid influencer marketing

Links:

 

Dec 11, 2018

Did you do a lot of stupid things when you were a kid? Did you get caught and yelled at? Was your #1 go-to argument: Well, my buddy was doing it first - only to be told, “Well, if your friend jumped off a bridge, would you do it, too?” As a kid, there are certain people who influence and inspire you. As you get older, that doesn’t change. About 92% of consumers trust earned media, such as word-of-mouth and recommendations from friends and family, more so than any other form of advertising. The result: Influencer marketing.

Today, we’re talking to Shane Barker, a digital marketing consultant who specializes in influencer marketing. He shares the top three things needed to execute a successful influencer marketing strategy, as well as pitfalls to avoid.

Some of the highlights of the show include:

  • Influencer marketing is the practice of using social media influencers to promote your brand, Website, or products
  • Social media influencers have some type of influence over their followers, who trust and believe in them for information and guidance
  • Don’t look at the follower count; number of followers incentivizes who is an influencer, but fake followers are used to make that happen
  • Brands that use influencer marketing successfully include LinkedIn and LikeToKnowIt
  • Software can be used to find influencers - consider engagement rates and profiles, not “likes”; conduct research to build a long-term relationship
  • Pitfalls to Avoid: Don’t go after the influencer with the largest following and spend time selecting and setting expectations for an influencer
  • Measure success of influencer marketing via affiliate codes/links, Website/landing page traffic, brand mentions, engagement rates, etc.
  • Future of Influencer Marketing: How to scale this type of marketing, develop a win-win strategy, and educate brands on how to find influencers  

Links:

 

Dec 4, 2018

Do you enjoy your morning commute? Do you use that time to figure out what you want to accomplish? Goals you want to crush? It can be a peaceful time to think about various projects and who to work with to make things happen.  

Today, we’re talking to Steli Efti, co-founder and CEO of Close.io, about the intersection of inbound marketing and outbound sales. We discuss where to start, how to work collaboratively, how to grow and scale practices, and HUCA.

Some of the highlights of the show include:

  • Starts with customers - if you’ve had success with inbound marketing and data to identify ideal/non-ideal customers, that’s the foundation of outbound sales
  • Outbound Strategy: Ask customers for advice on how to sell to them
  • Be vulnerable when doing sales, ask for help, and create an MVP for insights
  • Decision-maker milestones to reach through outbound efforts that can be improved, replicated, and scaled
  • Not all sales reps are created equal; requires consistency and persistency
  • Would I want to buy from this person? Would I want to buy something from this person that I don’t really want to buy?
  • Salesperson Characteristics: Knowledgeable, influencing, trustful, confident, authentic, honest, competitive, and adaptive
  • Depending on your buyers, send emails or make calls to reach them
  • Hang Up and Call Again (HUCA): Philosophy that applies to trying again to get everything you want in life
  • Get outbound sales and inside marketing to work together to understand what they’re trying to accomplish and what insights they’re gathering

Links:

 

 

Nov 27, 2018

How many Webinars have you attended? Presented? How would you rate them? Unfortunately, most Webinars fail because they’re poorly executed and take a lot of time and energy to produce. How can you create a worthwhile Webinar?

Today, we’re talking to Todd Earwood, CEO of MoneyPath and creator of Webinar Works. He identifies the biggest difference between mediocre Webinars and those that drive sales results. Also, he describes five Webinar elements needed to increase a company’s ROI. When framed correctly, a Webinar adds value for a business.

Some of the highlights of the show include:

  • Software companies’ marketing tends to focus on inbound content-related emails and Webinars; Webinars bring marketing and sales together
  • Webinar Works helps companies create unique and different Webinars; teaches them how to save time creating content and make it effective
  • What are you doing wrong when it comes to Webinars? Hook is a dud and you can’t hold that stage - no matter how good the content
  • Webinars should include a host and thought leader; it’s a performance, not a PowerPoint, to keep people engaged and take action
  • Webinar Elements:
  1. Worrying about the wrong metrics
  2. Targeting a niche to build a hook focused on pain
  3. Offering polls to engage audience and qualify leads   
  4. Segmenting follow up
  5. Creating a “can of soup” to repurpose content

Links:

Nov 20, 2018

These days, content marketing is all about videos. This trend is expected to continue into the future. By 2021, it’s been estimated that 82% of consumer Internet content will be from the video medium. Video helps marketers improve SEO, increase engagement, and produce higher retention rates.

Today, we’re talking to Alex Schofield, account executive at Wistia, where he helps customers reach their sales and marketing goals by using the company’s video platform. He shares how to avoid the pitfalls of creating videos as one-off tactics to create a video strategy and think creatively for unique and budget-friendly uses of video.

Some of the highlights of the show include:

  • Reasons why marketers should embrace video (generate awareness and help people make decisions about different problems that your company could solve)
  • People retain 90% of message delivered via video, compared to 10% via text
  • Customers crave authenticity and human connection when dealing with businesses - video makes that possible
  • Use video as an inexpensive part of your email strategy to gain exposure; and use social exposure to build influence and awareness of your brand
  • People’s email filters are out of your control, but email is still effective - if you focus on how you deliver the video   
  • Think strategically about where video can play a part in every stage of your marketing funnel to guide prospects and help push them through their journey
  • Measure success by identifying the goal of the video and funnel stage
  • The B-word (Budget): Different types of videos for different budgets
  • Video Distribution: Include videos on the landing pages of your Website and work with existing avenues (email, social networks, etc.) to incorporate videos

Links:

 

 

Nov 13, 2018

The relationship between sales and marketing teams is often tumultuous and complicated. They share the same goals, yet they squabble and fight like children. They easily point fingers and tattletale about what the other is doing wrong. Let’s dive into the mind of a salesperson to understand how sales and marketing teams can work together, instead of against each other.

Today, we’re talking to Kris Nelson, head of sales at CoSchedule. He shares what sales teams truly think about marketers and how the two can minimize conflict and improve collaboration. Learn how to avoid pitfalls by following CoSchedule’s techniques.

 

Some of the highlights of the show include:

  • Sales and marketing people typically argue about bad leads, not following up on leads, etc.; there’s a stigma that sales and marketing teams just don’t get along
  • Minimize conflict through open lines of communication to develop rapport/trust
  • Establish credibility that you know what you’re doing as a salesperson; gain marketers’ trust by being good at selling the leads they give you
  • Share your opinions and feedback; don’t tear down processes, improve them
  • Define/evaluate marketing qualified leads (MQLs)/sales qualified leads (SQLs)
  • BANT: Budget, authority, need, and timing
  • Biggest breakdowns often occur when learning how to work together and how individuals communicate to be more efficient
  • Growing pains you experience as your platform, solution, and functionality evolve
  • Not all prospects are created equal; ways to handle different types of prospects
  • Establish who owns opportunities and when; work smarter, not harder
  • Ideal profile/persona of a CoSchedule customer
  • Common issue marketers struggle with centers around planning and visibility 

Links:

  • Write and send a review to receive a CoSchedule care package

 

 

Nov 6, 2018

Email marketing is that trusted friend that’s been around forever and will never let you down. You can always turn to it when you need some help. Plus, it gives you a whopping average ROI of 3,800%. That’s $38 for every $1 invested. 

Today, we’re talking to Matthew Montoya, the partner enablement and training manager at Constant Contact. He has helped consult more than 13,000 businesses on email marketing best practices. Email has been around a long time, but Matthew describes current trends and what works today. 

Some of the highlights of the show include: 

  • People who give you their email address are expressing interest in your business
  • Quantify the value of your email list by multiplying the size of your list by the price point of the average they sell to get a dollar figure
  • Biggest change in email marketing over the last seven years is mobile readership; 51% of business/non-profit emails will be opened on a mobile device
  • People used to spent 35-40 seconds reading an email; now it’s 5 seconds
  • Emails need to be succinct, make an impression, and include a call to action
  • Think of an email not as a massage, but an advertisement where people see the information, act on it, and go to your Website or elsewhere to learn more
  • Every contact matters and can produce money for your company
  • The more targeting and testing you do, the better your responses
  • HTML vs. Plain Text: Depends on your audience, but concise HTML emails usually generate higher, better responses
  • Preview email messages to see how they display on different devices
  • Know your audience to know what content they will find valuable and relevant
  • Constant Contact’s Marketing Pillars: Segmentation, personalization, automation
  • People look first at who sent an email, rather than the subject line; email should come “from” the brand
  • Test subject lines to avoid repetition and make sure they grab readers’ attention
  • Explore all marketing options across platforms - all work together to share a story

Links: 

Oct 30, 2018

A funnel is a way to visualize your prospects’ journey through the marketing and sales process. Figure out where in the funnel they are at - from the unaware to the purchase stage. So, it’s time to put fun back into that funnel!

Today, we’re talking to Emma Tupa, CoSchedule’s marketing automation strategist. She shares how to create personas, find a voice, breakdown funnel stages, and change communication tactics. 

Some of the highlights of the show include: 

  • Marketers, do you know who you’re talking to?
  • Create buyer personas - collection of prospect characteristics based on research
  • Ways to create buyer personas depending on the stage of your business
  • Research and information lets you pinpoint your ideal customers and target them with specific messaging
  • Find your tone and voice to input personality into copy and effectively communicate in the customers’ language
  • Top of the Funnel or TOFU: Prospects in unaware or pain aware stage; use interesting and informational, but not intense content, to soft sell
  • Middle of Funnel or MOFU: Prospects in the solution aware to product aware stages; content connects dots between the pain and the best solution for it
  • Bottom of the Funnel or BOFU: Prospect are potentially purchase ready and in the most aware stage; content is geared to converting through calls to action  
  • Marketing is a science; involves reacting and re-engaging with prospects to get them down the funnel
  • Differences between marketing and sales materials, including emails

Links: 

Write and send a review to receive a CoSchedule care package

Oct 23, 2018

As a marketer, there’s so much to think about and focus on - SEO, content, direct marketing, emails, inbound strategy…but where on that list does word-of-mouth marketing rank as a priority? Maybe it’s not high enough. How do you get your customers to talk about you? What are the steps to create a word-of-mouth strategy for your business?

Today, we’re talking to Daniel Lemin, head of consulting at Convince and Convert and co-author of Talk Triggers. He shares how “same is lame” because consumers like different experiences and ignore average, as well as how talk triggers can turn customers into volunteer marketers and brand evangelists. 

Some of the highlights of the show include: 

  • Talk Triggers focuses on customer-driven conversation; as the client or brand, become the content and give a story to tell
  • Talk Trigger Example: The Cheesecake Factory’s over-sized menu gets ⅓ of its customers to talk about it - usually, in jest
  • Another Example: DoubleTree hotel’s fresh, warm cookies; customers talk about the uniqueness and difference they offer - tangible part of experience
  • Talk Trigger Criteria: Remarkable, relevant, reasonable, repeatable
  • Get out from behind your desk to connect with customers and listen to them to uncover gaps in the customer journey
  • Talk triggers often live between what a customer wants and what they really want
  • Avoid surveys - don’t ask the customer what they want
  • Talk triggers could be characters or animals that become an integral part of branding and familiarity with your product (i.e. Freddie from Mailchimp)

Links: 

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