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Actionable Marketing Podcast

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Now displaying: April, 2019
Apr 30, 2019

What separates the best managed and most successful marketing teams from the rest? How are they leaving you in the dust? What are the strongest predictors for success?

Today, my guest is Ben Sailer, content marketing lead at CoSchedule. We talk about our 2019 State of Marketing Strategy Report. CoSchedule surveyed more than 3,000 marketers to find out what they’re doing to be successful. 

Some of the highlights of the show include: 

  • Inception and process behind State of Marketing Strategy Report
  • Why do original research? Why put in so much time, effort, and energy?
  • Generate your own data, instead of borrowing statistics
  • How do you stack up? Sense of doing ok, but room for improvement to crush it
  • 5 Marketing Insights about Top Marketers:
  1. Being Organized: They’re confident about their organizational skills; 397%  more likely to report being successful
  2. Setting Goals: They know which goals drive success; 376% more likely to report being successful
  3. Documenting Strategy: It needs to be nimble and actionable, not detailed and lengthy; 313% more likely to report being successful
  4. Planning Projects: Be clear about what needs to be done, by who, and why; 356% more likely to report being successful
  5. Using Agile Methodology: Marketers implement it to manage projects and processes; 252% more likely to report being successful

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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

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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  

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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

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