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Actionable Marketing Podcast

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Now displaying: October, 2020
Oct 27, 2020

Research shows that 73% of consumers expect brands to personalize and tailor online experiences to meet their needs. It feels weird when websites don’t give people what they want and expect. Personalization matters for your business, even in difficult times.

Today’s guest is Amey Shivapurkar, an experienced optimization SME at Avionos. Amey helps clients create data-driven experiences that deliver business outcomes. He talks about how personalization isn’t always easy, but worth considering for marketers to maximize CRO, create meaningful results, and drive user experiences.

 

Some of the highlights of the show include:

  • Personalization: Relevant products, services, content based on previous visits
  • Key Investment Benefits: Improves customer loyalty, engagement, vanity metrics
  • Steps to Start: Crawl, walk, and run to get to end product
    • Define measurement framework that tracks customer’s journey
    • Identify best opportunities/skills for personalization to improve bottom line
    • Experiment and iterate personalization to build and grow business
  • Best Practices: Excel personalization by solidifying available data to automate
  • Complex Learning Curve: How can personalization increase conversion rates?
  • Personalization Pitfalls: Know purpose/intention and provide time to run results

 

Links:

 

Quotes by Amey Shivapurkar:

“Customers are really looking for brands to give an experience based off of previous interactions that they’ve done.”

“It’s really about providing the most relevant content at the right time.”

“Bad experiences will lead to bad personalization.”

“Personalization is one of those things where a lot of people...they think it’s a nice-to-have. Personally, I think it’s kind of a must.”

Oct 20, 2020

Former professional boxer Mike Tyson wisely stated, “Everyone has a plan until they get punched in the face.” Unexpected blows, such as a global pandemic and recession, have marketers evaluating their strategies to learn how to change, respond, and adapt during times of crisis.

Today’s guest is Tony  Guarnaccia, a brand consultant, founder, and author. He knows how to turn businesses around and out of tailspins. If you don’t know what you don’t know about how to grow a business, you and your business will fail.

 

Some of the highlights of the show include:

  • Bakery 2.0: Bounce back by studying marketing, business, and entrepreneurship
  • 10-Year Journey: If you don’t know, follow those that do to grow a business
  • Resources, Strategies, Tools: Learn what you don’t know; teach what you learn
  • Right or wrong decision? Reduce marketing budget when revenue drops
  • Rules to Follow:
    • Make business sustainable and maintain profitability
    • Maintain advertising spend in marketing; make cuts elsewhere
    • Expand market share due to less competition and lower acquisition costs
  • Red Flags: Results that can or can’t be controlled to drive growth
  • Results Loop Framework:
    • What markets are you serving? Be in the right niche
    • What are your offerings? Identify products/services that create traction
    • How do you grow revenue? Create trust, value, and loyalty
  • Pain Points: Problems clients experience are opportunities to sell, provide value
  • Supply and Demand: Trigger events and money are available, but shift and pivot

 

Links:

 

Quotes by Tony Guarnaccia:

“You want to make sure you are sustainable.If you don’t have a sustainable business and it’s not profitable, then you don’t have a business. You’re going to go out.”

“Now is the greatest time to expand your market share.”

“The problems that your customers or clients are experiencing are the opportunities for you to sell.”

“I’m a believer that money is always there, it just shifts.”

Oct 13, 2020

Do you spend too much time and money creating content from scratch every time you need to publish a piece, launch a video, or ship a campaign? Create a year's worth of content in one day for a specific channel through the power of repurposing.

Today’s guest is Shaina Weisinger from Repurpose House. Shaina talks about how to make the most of your time and resources, while using less effort to make your ROI go through the roof.

 

Some of the highlights of the show include:

  • Purpose of Repurpose House: Help those struggling with repurposing content
  • Savvy Digital Marketing Strategy: Video production at same time in same place
  • Pain Points and Pieces: Changes to content takes too much time and effort
  • Repurposing Content vs. Creating New Assets: Cost- and time-saving benefits
  • Chasing Content: Creating content that’s impossible to keep up with every day
  • Content Map: Be in better place before making content and measurable results
  • Where to start? Go through content that crushed it to start finding small snippets
  • Cutting Corners: Avoid sacrificing quality for speed when repurposing content
  • Headlines: Make them catchy and include a number whenever possible
  • Data: Go with your gut, trends, and results from studies to spread the word

 

Links:

 

Quotes by Shaina Weisinger:

“If you can map all of that out before you sit down and make content just to make content, I think that you're in a much better place.”

“You want to know what your strategy looks like and why the content you're putting up there matters.”

“It's absolutely doable. If you take the time to sit down and really create the strategy, it's a no brainer. You can supplement your social media calendar with other things.”

“if you have a library of content...that's how you're going to fill your calendar and you don't even have to create new content.”

Oct 6, 2020

Email inboxes, social media feeds, and internet experiences are filled with marketing messages. However, what’s old is new again in marketing. Direct mail can be an effective way to cut through the noise and grab people's attention. 

Today’s guest is Ryan Cote, Director of Digital Services and Partner at Ballantine. Ryan talks about how to make the most out of direct mail by integrating it with digital strategies and tactics.

 

Some of the highlights of the show include:

  • Two Things: Ballantine’s transition has combined direct mail and digital marketing
  • High Demand: Direct mail isn’t dead, but has changed print marketing
  • Mail vs. Email: Printed mail is less competitive than congested inboxes
  • Print and Digital Tactics: Complement and work together for integrated campaign
  • Informed Delivery. Find out from USPS what’s in your physical mailbox
  • Direct or Digital? Determine which makes more sense for your brand
  • Direct mail is expensive, so start with something simple and cheaper
  • Mailing List: Stay specific and targeted to add value and get/keep clients
  • Partners: Find broker/production company to help with printing plan
  • Measure ROI Impact:
    • Put trackable phone number on mail
    • Set up special landing page
    • Some mail can't be tracked
  • Two Data Types: In-house and rented to create mailing lists, fix discrepancies

 

Links:

 

Quotes:

“Print is definitely not dead. It's just changing like anything, like SEO, like any digital channel. It just changes. We've had to change with the times.”

“It's usually less competitive in a mailbox. If you think about your inbox—how much email you get. Email is still very important, but it's just very congested.”

“They're basically just using direct mail and digital to fully blanket their customer because you don't know where you're going to get them to respond.”

“If you have the budget to do both print and digital, that's always the best-case scenario because you're getting multiple touchpoints.”

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