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:
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“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
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:
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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.”
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:
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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.”
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:
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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.”
The belief that being empathetic means being emotional is not actually very empathetic. Marketers often misunderstand customers when crafting messaging and marketing content. How can marketers be genuinely empathetic?
Today’s guest is Megan Thudium from MTC - The Content Agency. Megan discusses how to adjust, adapt, and authentically understand the needs of customers from different cultures and countries.
Some of the highlights of the show include:
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Quotes by Megan Thudium:
“Empathy marketing is a long-term gain.”
“Empathy is understanding your audience at a level that has a deeper understanding of what they need.”
“You’re going to isolate your audience. They’re going to step away from you. They’re going to disconnect, which is the worst thing that we want in marketing because then we lose customers.”
“Depending on your specific audience, there might be specific needs.”
Consumer behavior is always changing. Even with COVID-19 affecting people’s lives and how businesses operate, it will never be the same. How can businesses better serve customers by staying ahead of changes and trends? Data.
Today’s guest is Jonathan Silver from Affinity Solutions, a data intelligence platform with access to consumer data. Jonathan talks about how businesses need to collect data, know how to interpret that data, and turn it into action to succeed.
Some of the highlights of the show include:
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Quotes by Jonathan Silver:
“We have a ton of unique data around people’s purchasing habits.”
“Businesses build deeper relationships with consumers, with their customers and prospects, so that they can grow and retain their market share.”
“(Parallel reality and personalized experiences) where physical environments are changing with these different technologies is going to become a norm.”
“The best predictor of future purchase behavior is what you’ve done in the past.”
Two things are true about marketing—saturation across digital channels makes it difficult to be different and using direct mail is a unique option to reach customers at home where they are spending most of their time these days.
Today’s guest is Nick Runyon from PFL. The software company makes tools that help marketers bridge the gap between digital and direct mail marketing using Tactile Marketing Automation (TMA). Go beyond the send!
Some of the highlights of the show include:
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Quotes by Nick Runyon:
“When I think about direct mail and I think about Tactile Marketing Automation, the difference between those two is that we’ve taken direct mail into really the digital environment.”
“Tactile Marketing Automation is really the orchestration of an overall multichannel customer journey.”
“One of the challenges that marketers are facing now with this increase in digital consumption is really cutting through the clutter and making an impact and gaining a moment of attention from our customers and our prospects.”
“Reasons why direct mail is overall resurging: It’s comfortable, it’s familiar, it also monopolizes my attention whenever direct mail is in my hand.”
Marketers have access to more data than ever before that enables them to offer better customer experiences—if they make use of that data. Don’t struggle to find and apply the right information.
Today’s guest is Michael Loban, Chief Growth Officer at InfoTrust. Also, Michael is the co-author of Crawl, Walk, Run, a new book on advancing marketing analytics maturity. He describes how to level up your analytics progress with consistent practice.
Some of the highlights of the show include:
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Quotes by Michael Loban:
“The idea of Crawl, Walk, Run is to demonstrate how organizations tend to progress through certain subject matter.”
“Just like with data, if you know what you are looking for, you will find some help in this book.”
“Change is inevitable, but progress is optional.”
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:
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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.”
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:
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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.”
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:
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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.”
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:
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“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.”
Does your business rely on revenue from selling tickets for live events? To stay in business due to COVID-19, you may need to turn to other options for profits.
Today’s guest is Jim McCarthy, CEO and co-founder of Goldstar. With more live shows, concerts, and other events going digital, Goldstar quickly created Stellar. Within just a few months, the new streaming and ticket platform launched to help organizations continue to make money.
Some of the highlights of the show include:
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“This toolset, some other knowledge, and some marketing skills can really enable them to use online events to their great advantage.”
“We just want everybody to be able to survive the crisis and thrive by learning how to make online events that are great.”
“I don’t know about you, but I'm ready to get out a little bit more and go have some fun.”
“For every one person you successfully get in the door to enjoy the show or the event, there's 99 or maybe even 999 people who would be there if they could, if they knew about it, or if it was available to them. This is just a huge marketing opportunity.”
Do you have something to say and share with others? Start a podcast, but don’t sell yourself short when trying to get your dream guests on the show. It takes connections.
Today’s guest is Stephanie Cox, vice president of sales and marketing at Lumavate. She hosts the company’s Real Marketers Podcast and has talked to guests from the world’s biggest companies. What did she do to make it happen, and how can you do the same with your own podcast?
Some of the highlights of the show include:
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Are your emails failing to reach and resonate with readers? Maybe, you’re asking for too much information without offering enough value. Every time someone opens their inbox, they’re flooded with people asking them to do something. What do they get in return?
Today’s guest is Brendan Hufford from SEO for the Rest of Us. Brendan emailed thousands of subscribers to ask: What frustrates them the most about SEO? As promised, Brendan followed up by sending every person who replied a custom video response. Was all his hard work worth the thoughtful effort?
Some of the highlights of the show include:
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The ad tech industry—specifically, Facebook—continues to create privacy consent concerns and public discontent. How much do people trust social networks and the brands that advertise on them?
Today’s guest is Richard Jones, chief marketing officer (CMO) for Cheetah Digital. If you rely on social advertising to promote your business, Richard talks about what you need to know to prevent or handle damage to your brand’s reputation.
Some of the highlights of the show include:
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Is a picture still worth a 1,000 words? What about videos? Any business or organization can use the power of video content to build its brand and promote its products. However, it’s not always cheap to do or get it right to make a difference.
Today’s guest is Doug Scott from Tectonic. He describes how nonprofits with small budgets, but big aspirations, maximize their impact with video marketing.
Some of the highlights of the show include:
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When looking to get ahead in marketing, business, or life, the black community faces challenges and structural issues. What should white people consider to be effective allies to black colleagues, friends, and neighbors?
Today’s guest is Muyinza Kasirye from APRT Media in Los Angeles. Muyinza immigrated from Uganda to Toronto and relocated to Boston after his mother’s death due to cancer. Muyinza grew up with little money or privileges but worked his way up. He shares his perspective on challenges that black marketers and business owners experience.
Some of the highlights of the show include:
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Doing social media marketing in a regulated industry isn’t easy. Legal considerations, regulatory red tape, and compliance restrictions can make your job more difficult.
Today’s guest is Regina DeMars, Director of Content Marketing and Social Media Strategy at First National Bank of Omaha (FNBO). How can financial services marketers make friends with compliance and win at social media? Get creative with solutions to problems.
Some of the highlights of the show include:
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Does adding new martech tools always tackle problems and challenges for marketers? What matters most is finding the best technology solutions to solve the right problems at the right times for you, your team, and your organization.
Today’s guest is Sean Doyle, co-founder, principal, and director of strategy at FitzMartin. Sean applies the science of behavior change to the art of sales and marketing. Rather than only choosing to make decisions based on thoughts and emotions, choose to use the power of data.
Some of the highlights of the show include:
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It may be a cliche, but it remains true that nothing is certain for business right now and in the future due to the COVID-19 pandemic. Brand building is a long-term sport with no finish line.
Today’s guest is David Lemley, a brand strategist with Retail Voodoo. He has worked with beloved brands, including Starbucks, REI, and KIND. David describes what steps to take to future-proof business and brands to thrive and survive for sustained success.
Some of the highlights of the show include:
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How can you make remote work actually work? The right technology stack and the right processes to work from home on a distributed team.
Today’s guest is Lars Helgeson from GreenRope. Based on Lars’ two decades of 100% remote work experience, he offers simple and practical advice to pair technology with processes that establish a solid, remote-working foundation.
Some of the highlights of the show include:
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How can businesses and marketers adapt to rapidly changing circumstances, such as COVID-19? Seek reassurance and practical advice to move forward when there’s no clear end in sight. Not only survive, but thrive.
Today’s guest is David Schneider, CEO of Shortlist.io, a digital marketing agency. David understands how to handle challenges that affect businesses, marketers, and clients.
Some of the highlights of the show include:
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What does it take to make sponsorships successfully work? Turn one-off transactions into powerful, long-term relationships between brands by picking the best partners and proving ROI.
Today’s guest is Ken Ungar, founder and president of CHARGE, a sponsorship marketing agency. Also, Ken’s a former chief executive for the Indianapolis Motor Speedway and author of Ahead of the Game: What Every Athlete Needs to Know About Sports in Business.
Some of the highlights of the show include:
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Everyone knows the COVID-19 pandemic has impacted sales, marketing, and businesses worldwide. Uncertain times call for empathy to best serve others.
Today’s guest is Jim Benton from Chorus.ai, a conversation intelligence platform. Early on, Jim and his data science team recognized the need to crunch and record a lot of numbers to analyze how customer bases are adapting and adjusting to changes.
Some of the highlights of the show include:
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