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Actionable Marketing Podcast

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Now displaying: December, 2018
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

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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  

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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

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