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Actionable Marketing Podcast

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Now displaying: November, 2018
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: 

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