Info

Actionable Marketing Podcast

You're listening to the Actionable Marketing Podcast, powered by CoSchedule - the only way to organize your marketing in one place. Weekly interviews, strategy, and advice from marketing geniuses delivered right to your earbuds. For the marketing professional ready to make sh*t happen.
RSS Feed Subscribe in Apple Podcasts
Actionable Marketing Podcast
2022
April
March
February
January


2021
December
November
October
September
August
July
June
May
April
March
February
January


2020
December
November
October
September
August
July
June
May
April
March
February
January


2019
December
November
October
September
August
July
June
May
April
March
February
January


2018
December
November
October
September
August
July
June
May
April
March
February
January


2017
December
November
October
September
August
July
June
May
April
March
February
January


2016
December
November
October


All Episodes
Archives
Now displaying: December, 2020
Dec 22, 2020

How do marketers bring customers back to maximize revenue? Loyalty programs build customer devotion and retention by incentivizing repeat business. Buying becomes a habit.

Today’s guest is Matt Baglia, co-founder and CEO of SlickText, an SMS marketing platform. If a loyalty program makes sense for your business, Matt talks about what it takes to make a loyalty program work as a growth lever.

 

Some of the highlights of the show include:

  • Why loyalty programs matter? 20% of company’s customers make 80% revenue
  • Brand Champions: Pay attention to their interests, what they’re buying or not
  • What is a loyalty program? Distinct difference w/two purposes—register, rewards
  • Customer Behavior: Value-add messages give customers a reason to return
  • Getting Started with a Loyalty Program:
    • Step 1: Understand clientele
    • Step 2: Incentivize customers
    • Step 3: Talk and listen to customers
    • Step 4: Select a loyalty service
  • Growing a Loyalty Program:
    • Interaction: Ask, are you a member of our loyalty program yet?
    • Incentivize: Join loyalty program by providing value
    • Integration: Plugin pop-ups and other online opportunities for information
  • Marketing Metrics: Subscription velocity, click-thru links, opt-out rates, check-ins
  • Do’s/Don’ts: Get permission to send messages, or face legal ramifications

 

Links:

 

Quotes:

“Research shows that 20 percent of a company’s customers will typically make up about 80 percent of their revenue.” Ben Sailer

“You have a small cohort of your best customers, and it’s really important that we’re paying attention to what they’re doing, what their interests are, what they’re buying, what they’re not buying, how they’re buying, and make sure that we communicate and market to them appropriately.” Matt Baglia

“When we think, loyalty program, we actually think, ‘Register for our loyalty program and earn points towards rewards’.” Matt Baglia

“The value is very, very simple. For us, it serves two purposes. One, we need to get people to come back, and in order to do that, we need to give them a reason to come back.” Matt Baglia

Dec 15, 2020

How can marketers retain an engaged audience? Treat content like a carousel by getting people to come back for unique value from you and your brand.

Today’s guest is Lindsay Tjepkema, CEO and co-founder of Casted—the first and only B2B marketing platform for brand podcasts. Lindsay knows what it takes to build, grow, and retain an audience.

 

Some of the highlights of the show include:

  • Podcast: Opportunity to connect with audience and sales by providing content
  • Marketing Channels: Leverage content for podcast business to amplify voices
  • Content Challenges: Underwhelming access to software and experts
  • Actionable Advice: Be the change you wish to see, and practice what you preach
  • Casted: Create, publish, syndicate, and leverage show content across channels
  • Content Carousel: What is it, who’s it for, how will you continue to serve them?
  • Good or bad thing? Customers stop coming once they get what they came for
  • Audit Audience Trends: Downloads, listens, and other signs people stay or leave
  • CRM Capabilities: Engagement and retention rates—who listens and when?
  • Advocate for Seasons: Make and compare changes, but don’t change audience
  • Repurpose content and re-order ingredients to re-engage audience

 

Links:

 

Quotes by Lindsay Tjepkema:

“Is it a bad thing if people aren’t listening or consuming that content anymore? Are they advancing onto the next step? Then, it’s not a bad thing, as long as you keep filling that funnel.”

“If it is a bad thing, and you’re losing people for the wrong reasons, how can you just go back to the basics? How can you better understand your audience and give them more of what they are looking for?”

“Repurpose your content. You put a lot of effort into it. If it’s good, it’s good, especially if it’s evergreen.”

“An expert is someone who knows a lot about the subject matter that your audience cares about.”

Dec 8, 2020

What strategies can marketers learn from nonprofits about building brand advocacy? Successful nonprofits know what it takes to get people to rally behind a belief or cause. Brands that turn their best customers into advocates build brand loyalty and drive sales.

Today’s guest is Spencer Brooks from Brooks Digital, an agency that helps health-focused nonprofits grow a digital presence and turn patients into advocates.

 

Some of the highlights of the show include:

  • What is an advocate? Highly engaged customer doing work on brand’s behalf
  • Passive to Active Promoters: How to turn customers into brand advocates
  • Why do brands need advocates? Free marketing saves time and money
  • How? Gift products and provide positive referrals, reviews, recommendations
  • What makes nonprofits effective? Fewer resources rely on constituents
  • Meaningful Why: Nonprofits use emotional storytelling to create advocates
  • Company values solve some philosophical problems when things are done right
  • Foundational Concept: Brand advocacy resonates product/service with identity

 

Links:

 

Quotes by Spencer Brooks:

“It’s this push from passive to active that I think really represents turning a customer into an advocate.”

“Advocates are important because they provide a leverage point. They are doing, a lot of times, free marketing for you.”

“Creating advocates is work, and you have to recognize when that is an appropriate strategy to be using.”

“Nonprofits are really good about using emotional storytelling to turn people into advocates.”

Dec 1, 2020

What are the best ways for brands to make a difference during times of crisis? Connect customers with solutions to their problems.  

Today’s guest is Richard Lau, founder of Logo and executive director at Water School. Richard discusses how to build a business and brand. Find the right balance between being genuinely helpful and useful while driving sales and revenue.

 

Some of the highlights of the show include:

  • Donations: Time, money, and network covers clean water project costs
  • NamesCon: Purpose of conference and partnerships to raise awareness
  • Sun, not Son: Women and girls are burdened with getting clean water
  • Colon Cancer Crisis: How it changed Richard’s perspective on life and business
  • Doctor’s Orders: Required workaholic to rollback on number of hours worked
  • Life Goals and Lifestyle: Borrowed or gifted time where life is about relationships
  • Compliment: Create a culture where everyone feels like more than a paycheck
  • COVID: Companies can better serve customers, employees, and communities
  • How to help other people? Prayer and passion; publicity is not the goal
  • Change Management: Invite and support others to do something—small or big
  • Pay It Forward: How are you, each and every day, a hero in your own life?

 

Links:

 

Quotes by Richard Lau:

“We use the sun as the main focus. The sun is what disinfects the water, rather than using chlorine or wood.”

“Life is about relationships. It’s not about money.”

“Life is too short to work for a bad boss.”

“There’s no better remedy for self-motivation than for helping someone in need.”

1