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Actionable Marketing Podcast

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Now displaying: November, 2021
Nov 30, 2021

In 2011, Google introduced the term, Zero Moment of Truth (ZMOT), also known as the moment that a consumer decides to research a product or service online before they enter a store or contact a business. A lot has changed since Google conducted that research and published the ZMOT ebook. Now, it’s normal behavior and what consumers do online before deciding to make a purchase. 

Today’s guest is Paul Mackiewicz, CEO and Founder of #Smart Marketing. He talks about how to hack consumer behavior using ZMOT. Businesses and marketers often overlook small details in their overall online presence that add up to a big difference between who wins or loses. Stay on the winning side by understanding when and where ZMOT happens for your customers. 

 

Some of the highlights of the show include:

  • Ebook: Explains how increased access to information impacts buying decisions
  • 3-Step Marketing Process: Awareness, experience, and compare product/service
  • Business Directory/Review Management Systems: Convert eyeballs to invoices
  • Control Messaging/Ratings: First impressions are everything in most industries
  • ZMOT Concept: Who you choose based off your emotional reaction to info online
  • Build Business Persona: If you could be any celebrity online, who would you be?
  • Big Business Benefits: Foot traffic is less and people like to look and buy online
  • Getting Started: Claim Google, Yelp business listings, and get pro pics and tools
  • Future of Marketing: Know, like, and trust small businesses to do your marketing

 

Links:

 

Quotes from Paul Mackiewicz:

“The best way really to conceptualize what ZMOT is, is just how our access to information through increased technology has changed how we get to that final decision-making process.”

“It’s very difficult to get eyeballs on your business, and what these directories and these review sites and social media allow you to do is quickly convert eyeballs to invoices.”

“Synergy - it’s a big thing with digital marketing, but I think a lot of marketing companies don’t talk about it enough and I think a lot of businesses don’t consider it enough.”

“It’s only going to become more and more important as foot traffic becomes less of a determiner - determination factor - for buying decisions.”

Nov 23, 2021

What is and constitutes interactive content that resonates? Is interactive content part of your business strategy? It’s not something that every brand does, but it represents a way that content and sales enablement has been done in the past to create experiences that better serve potential customers than static content.

Today’s guest is Isabelle Papoulias, CMO/Vice President of Marketing at Mediafly, where she oversees all of Mediafly's marketing efforts and works with its sales and business development teams to ensure continuous growth. She shares insights on how to break the sales and marketing mold using interactive content.

 

Some of the highlights of the show include:

  • Animated vs. Interactive: Mediafly makes clear distinction between two types
  • Interactive Content: Navigation helps create constant customer experience
  • Correct Content Usage: Helps marketers/sellers understand buyer behavior
  • Common Content Types: Case studies, product demos, and success stories
  • Site Analytics: Be better prepared for next interaction and serve relevant content
  • Getting Started: Pick one content asset of huge strategic importance to company
  • CLOSE Method: Challenge, Loss, Opportunity, Solution, Evidence for storytelling
  • Scale Up: Improve, apply interactive content to other pieces, platforms, people
  • Interactive Content Creation Tools: Mediafly, Reprise, and content agencies

 

Links:

 

Quotes from Isabelle Papoulias:

“Interactive content is content that allows for navigation that helps create a very constant experience for the buyer, ultimately.”

“It’s interactivity of the service of creating a highly engaging and custom consumption experience that really meets the needs of the buyer.”

“Not only does it make for a more enjoyable experience, but I think in a remote world especially, there is an aspect of edutainment.”

“So much of the buyer journey now is digital without a live person, without a rep that I know I’m definitely feeling the pressure of content needing to, call it, sell harder on its own.”

Nov 16, 2021

When customers leave negative reviews or complain about a brand or business on the internet, they just want to be heard, express their frustration, and want some sort of resolution. Businesses that take the time to reach out to unsatisfied customers can make things right. But how can they do that consistently and at scale? 

Today’s guest is Dave Lehman, President and COO at Birdeye, a platform that allows local businesses to collect reviews, run surveys, and get referrals to better engage with customers. Dave talks about how businesses should make online reputation management a top priority and do it the right way.

 

Some of the highlights of the show include:

  • Birdeye Survey Guide - 2021 State of Experience Marketing:
    • 57% view reputation management as more important than advertisements
    • 88% believe there’s a direct connection between reputation and revenue
  • Birdeye: Helps businesses grow, attract, and convert new/existing customers
  • Buyer Behavior: Shift from content to trusting shared customer experiences
  • Reputation Management: Ignoring it is missing out on customer opportunities
  • What are you looking/searching for? Relevancy, distance, and prominence
  • Automation and Democratization: Make it easy for everybody to leave a review
  • Digital Connection: Engage, respond, and listen to people on preferred platforms
  • Indicators: Set goals, select metrics, and measure progress to drive improvement
  • Mistakes: Marketers avoid responding to reviews and don’t ask all for reviews

 

Links:

 

Quotes from Dave Lehman:

“Most people will skip the first three ads or whatever. It’s almost become default behavior.”

“When somebody lands on your site, again, what are the conversion rates like? Are they getting that first taste of a real good experience themself when they start engaging your brand?”

“If you’re looking for that prominence as a business, it’s all about two things - review count and review score.”

“It’s got to be super easy to engage with you as a business.”

Nov 9, 2021

What do people say and think about your brand online? It carries much more weight with potential customers than your own marketing messaging. Always responding to negative comments and reviews are opportunities for service-based marketers to turn haters and detractors back into customers and brand loyalists.

Today’s guest is Michael Buzinski from Buzzworthy Integrated Marketing. He talks about why reputation management matters and how to make it right. The shortcut to good reputation management is awesome customer service. Under promise. Over deliver.

 

Some of the highlights of the show include:

  • Reputation Management: Opinion of the general public about you/your company
  • Reviews/Recommendations: Who do you trust - family members or strangers?
  • Service-based Businesses: Getting new clients to know, like, trust is challenging
  • Negative Comments/Complaints: Don’t take them personally, but seriously
  • Same Situation, Different Opinion: Customer isn’t always right - understand why
  • Positive Reviews: Systemize, automate, or incentivize reputation management
  • Customer Scores: Do satisfaction, service, retention scores make an impact?
  • Common Mistakes: Don’t be too zealous or pushy, or you lose loyalty, advocacy

 

Links:

 

Quotes from Michael Buzinski:

“What strangers have to say about you and your company literally has more weight than what your mom says about you.”

“People hire people. They don’t hire features. They don’t hire benefits. They hire the person to deliver those features and benefits.”

“Seven out of 10 people will complain before they praise.”

“The new way, one of the best ways to utilize reputation management is getting video testimonials on your website.”

Nov 2, 2021

Setting aggressive marketing growth goals can be intimidating. Some marketers set the bar too low and try to achieve goals that seem impressive but decline year after year. Marketers want to help their organizations succeed but also set accurate expectations for stakeholders.

Today’s guest is Darrell Amy, author of Revenue Growth Engine. He talks about how marketers can easily set, accelerate, and achieve ambitious and aggressive marketing growth goals to succeed.

 

Some of the highlights of the show include:

  • Darrell’s Elevator Pitch: Hit growth goals by aligning sales and marketing
  • Revenue Growth: Make sure engine is firing on all cylinders to reach goals
  • What drives revenue growth? Net new customers, revenue per customer
  • Realistic Revenue Growth: Cross sell to reach aggressive 100% sold goal
  • Business to Business (B2B): Know ideal client to know ideal prospects
  • Outbound Marketing Mindset: What to do to get on radar, engage ideal prospects
  • Aggressive Metric: Aim for 100% coverage for net new, cross sell engagement
  • Marketing Automation System: How many, when, where did prospects engage?
  • Ambitious vs. Achievable: Gauge overpromising, under delivering, playing it safe
  • Onboarding Process: First 100 days sets relationship status within community
  • Fail Forward: Explain what/why it happened and factors involved to fix outcomes
  • Key Performance Indicators (KPIs): How are they connected to revenue?

 

Links:

 

Quotes from Darrell Amy:

“I am passionate about helping companies hit their growth goals, specifically by aligning sales and marketing to achieve those goals.”

“When sales and marketing are not aligned, it really slows everything down.”

“You can drive a lot of revenue with an audience where you already have permission to communicate with them.”

“One of the most important cylinders in your revenue growth engine is really considering the onboarding process.”

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