Niche Marketing Podcast

Hosted by John Bertino, Founder of The Agency Guide, this podcast delivers actionable strategies for targeted market penetration and business growth. Each series explores a specific industry niche, featuring expert interviews and proven tactics for sectors like mortgage and real estate, nonprofit, food and beverage products, YouTube content creators, and more. John and guests share insights on branding, content, SEO, advertising, and social media, tailored to each niche. Subscribe to gain a competitive advantage and achieve measurable growth in your chosen market. 🚀

YT03: Grow Your Business on YouTube and LinkedIn for Content Creators and Startups [YouTube Marketing with Finn McKenty, Part 3] 04/28/2025

YT03: Grow Your Business on YouTube and LinkedIn for Content Creators and Startups [YouTube Marketing with Finn McKenty, Part 3] Going viral is overrated! Want to know how to really grow and profit on YouTube and LinkedIn? Then watch the full interview between host John Bertino and guest expert Finn McKenty. You will hear behind-the-scenes stories and facts about: engaging audiences on platforms like YouTube with differentiation and understanding the true goals of content marketing nuances of content creation, particularly on platforms like YouTube and LinkedIn maximizing time as a resource - the indirect acquisition strategy of YouTube effectiveness of LinkedIn for business engagement application of creator skills, emotional engagement in content, and the balance between authenticity and energy and more! Let's dive in. In This Episode: 00:00 Understanding Attention in the Digital Age 06:56 The Evolution of Content Creation 13:49 Authenticity vs. Professionalism in Marketing 21:09 The Value of Going Viral 24:06 Defining Success in Content Marketing 27:34 Maximizing Time as a Resource 28:37 YouTube as an Indirect Acquisition Strategy 29:44 The Power of LinkedIn for Business 30:43 Applying Creator Skills to LinkedIn 31:39 Understanding Creator Tactics 33:40 Emotional Engagement in Content Creation 35:22 Authenticity vs. Energy in Content 36:31 Crafting Effective Hooks for Engagement 39:11 The Role of Video on LinkedIn 41:05 Consistency and Content Fatigue 43:59 Maximizing Attention with Minimal Effort 49:01 The Comment Game on LinkedIn 51:28 Navigating the YouTube Algorithm 54:03 Defining Good Content on YouTube 56:22 The Engagement Spectrum: Movies and Genres 58:21 SEO and Engagement: The Recommendation Engine 01:00:57 Understanding Your Audience: The Key to Content Creation 01:01:56 Content Strategy: Breaking Down Long-Form Interviews 01:02:34 Monetization Strategies: Brand Partnerships and Influencer Marketing 01:05:07 Structuring Brand Partnerships: Lessons Learned 01:11:14 Marketing Insights: Quotes and Their Implications 01:15:44 The Art of Storytelling in Marketing 01:16:47 Niche vs. Broad Strategies: Finding the Balance Want more niche marketing insights on how to grow a YouTube channel? This episode is Part 3 in a multi-part series on YouTube marketing. To continue learning on this niche, visit: Part 1 - Part 2 - Part 4 - Coming soon Part 5 - Coming soon Part 6 - Coming soon Part 7 - Coming soon Full Shownotes & More Info Here: • • /episode/index/show/592931e8-5b2a-40da-b127-5a7fa7b51dd3/id/36341635

YT02: Get More Views on YouTube Channel - Small Business Edition [YouTube Marketing with JC Polk, Part 2] 04/07/2025

YT01: How to Grow a YouTube Channel in 2025: A Case Study [YouTube Marketing with Natalie Brunell, Part 1] 03/24/2025

YT01: How to Grow a YouTube Channel in 2025: A Case Study [YouTube Marketing with Natalie Brunell, Part 1] Learn how to grow a YouTube channel in 2025 with insights from Natalie Brunell's journey to nearly 200,000 subscribers! We share actionable strategies for mastering the YouTube algorithm, optimizing for SEO, and building a thriving community. Natalie Brunell transformed her passion for Bitcoin into a thriving YouTube channel. Her journey from journalist to crypto expert making a full-time income as a content creator showcases how passion and dedication can lead to incredible success in niche markets. YouTube Growth Key Takeaways 1. Content is King: • Evergreen & Trending: Balance timeless content with timely trends. • Guest-Driven: Feature high-profile guests for unique insights. 2. YouTube Tactics: • Thumbnails & Titles: Compelling visuals + SEO optimization are crucial. • Playlists: Increase watch time by organizing videos thematically. • Shorts: Boost visibility with short-form content. • Cards & End Screens: Promote related content for further engagement. 3. SEO & Promotion: • Video Description Optimization: Use relevant keywords to improve search rankings. • Cross-Platform Promotion: Leverage platforms like X (Twitter). 4. Monetization Tips • Selective Sponsorships: Partner with aligned brands. • YouTube Ad Revenue: Optimize for ad placement. • Expert Services: Offer speaking or consulting. 5. Tools for Success • Adobe Premiere & Audition: For professional editing. • TubeBuddy: To optimize titles, descriptions, and tags. • YouTube Studio Analytics: Track performance metrics. Summary: Grow Your YouTube Channel in 2025 Combine passion, strategic planning, and active audience engagement to build a successful YouTube channel. Use these strategies to resonate with viewers and stand out from the crowd! More YouTube Marketing Interviews and Tools • This episode is Part 1 in a multi-part series on YouTube marketing. Find the rest of the episodes in the series at • Full shownotes and guide on leveraging YouTube to grow your channel here: • Full video interview here: /episode/index/show/592931e8-5b2a-40da-b127-5a7fa7b51dd3/id/35775935

NP08: How to Build and Grow a Thriving YouTube Channel for Nonprofits [Nonprofit Marketing with Amber Melanie Smith, Part 8] 12/22/2024

NP07: Video Production & Storytelling For Nonprofits [Nonprofit Marketing with Billy Silva, Part 7] 12/13/2024

NP06: Nonprofit SEO Strategy 101 [Nonprofit Marketing with Jake Bohall, Part 6] 11/16/2024

NP05: Influencer Marketing for Nonprofits [Nonprofit Marketing with Ashwath Narayanan, Part 5] 10/30/2024

NP04: Google Ad Grants for Nonprofits [Nonprofit Marketing with Grant Hensel, Part 4] 10/14/2024

NP03: Keys to Branding & Websites for Nonprofits [Nonprofit Marketing with Alex Morse, Part 3] 09/29/2024

NP02: Nonprofit OmniChannel Marketing [Nonprofit Marketing with Michael Goodrum, Part 2] 09/07/2024

NP01: Nonprofit Communications Strategy [Nonprofit Marketing, Part 1 with Rick Cohen] 09/03/2024

F&B 09: Amazon Marketing for Food Products [Food and Beverage Marketing - Part 9 with Aalap Shah] 06/27/2024

F&B 09: Amazon Marketing for Food Products [Food and Beverage Marketing - Part 9 with Aalap Shah] Aalap Shah from 1o8 Agency shares insights on Amazon marketing for food and beverage consumer products, highlighting essentials such as account setup, brand registry, and A+ content. He stresses strategic product planning and starting with DTC before expanding to Amazon, emphasizing long-term success. Strategies for enhancing product listings, utilizing market research tools, maximizing advertising impact, understanding the Amazon algorithm, and leveraging innovative techniques like 3D images are discussed. The interview also covers the significance of reviews, ethical acquisition methods, and off-Amazon marketing through platforms like TikTok for increased sales. Leveraging FBA for conversion ease and efficient inventory management during peak demand is recommended, along with the importance of brand registry and holistic consulting services for CPG success. Key Takeaways 1. Amazon as an Equalizer Amazon provides an opportunity for smaller brands to compete with larger competitors. Aalap highlights that Amazon allows even the ‘little guys’ to compete effectively, which is a significant advantage for emerging food and beverage brands. 2. Importance of Brand Registry Registering your brand on Amazon is crucial for protecting your product listings and unlocking advanced features like A+ content. This helps in maintaining the integrity of your brand and enhancing the quality of your listings. 3. A+ Content for Enhanced Storytelling A+ content is essential for telling your brand’s story effectively. It allows for richer product descriptions, comparison charts, and the inclusion of high-quality images and videos, all of which can significantly boost conversion rates. 4. SEO and Keyword Optimization Optimizing product titles, bullets, and descriptions for SEO is vital for visibility on Amazon. Using tools like Helium 10 or Jungle Scout can help in identifying the right keywords and optimizing listings to rank higher in Amazon search results. 5. Inventory Management Maintaining inventory levels is critical. Running out of stock can negatively impact your rankings, so it’s essential to ensure consistent availability of your products to avoid losing visibility and sales momentum. 6. Advertising Strategies Investing in Amazon advertising is crucial for driving traffic and sales. Aalap discusses various advertising strategies, including sponsored listings and remarketing ads, and emphasizes the importance of setting a budget and monitoring ad performance to achieve a desirable ACOS (advertising cost of sale). 7. Reviews and Social Proof Generating and managing reviews is a key factor in building trust and credibility on Amazon. Using tools like FeedbackWiz to facilitate review collection and leveraging email and SMS for follow-ups can help in garnering more positive reviews and enhancing your product’s reputation. Want more niche insights on Food and Beverage Marketing? This episode is Part 8 in a multi-part series on food product marketing. To continue learning on this niche, visit: Part 1: Part 2: Part 3: Part 4: Part 5: Part 6: Part 7: Part 8: Full Shownotes for this Episode on • /episode/index/show/592931e8-5b2a-40da-b127-5a7fa7b51dd3/id/31912617

F&B 08: Social Media for Food Products [Food and Beverage Marketing - Part 8 with Josh Roush] 06/06/2024

F&B 07: Food Product Packaging Design Case Study [Food and Beverage Marketing - Part 7 with Jenn David] 05/21/2024

F&B 06: Scaling a Food Brand: Case Study on Tahini [Food and Beverage Marketing - Part 6 with Amy Zitelman] 05/09/2024

F&B 05: Mastering Storytelling and Video Production [Food and Beverage Marketing - Part 5 with Ted Passon] 04/23/2024

F&B 04: Inﬂuencer Marketing and PR for Food Brands and Beverage Products [Food and Beverage Marketing Part 4 - with Bill Southard] 04/05/2024

F&B 03: Retail Promotion for Food and Beverage Products [Food and Beverage Marketing Part 3 - with Angela Rakis] 03/25/2024

F&B 02: Expert Food Packaging Design [Food and Beverage Marketing Part 2 - with DePersico Creative] 03/11/2024

F&B 02: Expert Food Packaging Design [Food and Beverage Marketing Part 2 - with DePersico Creative] Does food packaging design really matter? In this episode, we explore the world of packaging in marketing food and beverage products with James and Paul from DePersico Creative. We discuss on-package messaging, brand positioning, design considerations, getting products on store shelves, and more! Through their expertise and insightful examples, we highlight the importance of effective packaging in capturing consumers' attention and driving product success. About Host John Bertino and TAG: A decade spent working for marketing agencies was more than enough to know that there are too many bad agencies and not enough objective marketers within them. John launched TAG in 2014 with the mission to provide brands unbiased guidance from seasoned marketing professionals at little or no cost. TAG advises brands on marketing channel selection, resource allocation, and agency selection to ensure brands invest in the right marketing strategies, with the right expectations, and (ultimately) with the right partners. TAG represents 200+ well-vetted agencies and consultants across the United States and Europe. John's professional background and areas of expertise include: Marketing Planning, Earned Media, SEO, Content Marketing, Link Acquisition, Digital PR, Thought Leadership, and B2B Lead Generation. About Our Guest Experts Paul DePersico: CEO/Creative Strategist (a.k.a. The Cruisin’ Chef) Paul spends every Saturday shopping for innovative new foods. Loves cooking for family & friends to experiment with unique creations. James DePersico: Vice President (a.k.a. The Wizard of Words) Passionate about words and believes language to be the most powerful tool humans have. Values clarity of communication in the workplace and life, and strives to achieve it always. DePersico Creative DePersico Creative has been leveraging their passion for food and unrivaled creativity to help grow food and beverage brands since 1977. DePersico Creative elevates and magnifies the unique aspects of their client’s product through compelling package design. Their combination of product positioning, creative linguistics, and strategic color, photography, and font choices help to visually sell their client’s product as the most desirable in its category. They prove how their expertise and creative strategies positively impact sales through every project, whether it’s for a startup brand or a major player in the food and beverage industry. ---- Learn more about [Food and Beverage Marketing - Part 2] /episode/index/show/592931e8-5b2a-40da-b127-5a7fa7b51dd3/id/30315878

F&B 01: Marketing to Retailers in the Food Industry [Food and Beverage Marketing Part 1 - with Jean-Marc Demers] 02/21/2024

Mavs02: Relationship Marketing for 99% Open Rates with Personalized Handwritten Notes at Scale with Arian Radmand 01/20/2024

Industrial05: Organic SEO and Paid Search in Industrial Marketing Mastery | Industrial Product Marketing Part 5, Justin Smith 12/11/2023

Industrial04: B2B Content Marketing and LinkedIn Advertising | Industrial Product Marketing Part 4, Jim Londeree 12/04/2023

Industrial04: B2B Content Marketing and LinkedIn Advertising | Industrial Product Marketing Part 4, Jim Londeree What if you could harness the power of LinkedIn to supercharge your B2B marketing efforts? Jim Londeree – the COO of Dream Factory, the B2B Content Marketing Agency that's making waves in Orlando, Florida – is on the show to tell us exactly how. Jim gives us a peek into his treasure trove of LinkedIn marketing strategies from managing warm and cold contacts, to making the best use of groups and ads. If you're in the industrial manufacturing sector and you've been seeking out effective ways to market your niche products, you're in for a treat. Jim Londeree delves into his rich experience with industrial product marketing, discussing why person-to-person connections, and trade shows, still hold their ground in the digital age. We also discuss crafting compelling emails, and the art of building personal brands, exploring how to balance content, calls to action, and value delivery to nurture existing connections. We also examine LinkedIn's advertising potential and how you can leverage your existing content to create compelling ads. Jim shares insights into the long-term ROI for B2B marketing and why a focused approach is key when targeting a specialized audience. Lastly, we look at the opportunity to develop thought leadership on LinkedIn, and how small to mid-sized businesses can make the most of the platform. Key Topics: • Blending Content Production and B2B Marketing • Marketing Strategies for Industrial Product Space • Crafting Emails and Building Personal Brands • LinkedIn Ads for Targeting Your Audience • Maximizing Content Marketing & LinkedIn Advertising • Using LinkedIn for Effective Marketing • Long-Term ROI for B2B Marketing It's a packed episode with practical takeaways that are bound to transform your marketing game. Tune in! Watch the full interview and learn more on YouTube and back at our full shownotes page here: /episode/index/show/592931e8-5b2a-40da-b127-5a7fa7b51dd3/id/28898378

Industrial03: Use Account-Based Marketing or FAIL! | Industrial Supply Marketing Part 3, Thad Kahlow 10/02/2023

Industrial03: Use Account-Based Marketing or FAIL! | Industrial Supply Marketing Part 3, Thad Kahlow 1300% ROI using industrial Account-Based Marketing strategies? Yes! In this eye-opening podcast, expert Thad Kahlow shares invaluable insights and real success stories. Explore the power of targeted marketing in the manufacturing world, the secrets to engaging potential clients digitally, and hear how 1300% was achieved through an ABM campaign. Join us in this journey to transform your marketing game and drive growth. Hit play now! Want more insights on the Industrial Product Marketing vertical? This episode is Part 3 in a multi-part series on Industrial Product Marketing Industry Marketing. To continue learning on this niche, visit: • Part 1: • Part 2: • Part 4: coming soon! • Part 5: coming soon! Core Insights / Episode Highlights: 00:00 - Changing Landscape of Industrial Product Marketing: The industrial product marketing landscape is evolving rapidly due to factors like digital transformation, IoT integration, and shifting buyer behaviors. 02:12 - Shift Towards Account-Based Marketing (ABM): Manufacturers are transitioning from traditional sales-focused approaches to account-based marketing (ABM) and customer-centric strategies. They are recognizing the need to adapt to changing buyer preferences. 04:20 - Importance of Customer Experience: Buyers, including millennials purchasing multi-million dollar equipment, prefer self-service options before engaging with salespeople. A superior customer experience is becoming vital, starting with upper funnel engagement tactics. 07:32 - ABM Approach: The approach to ABM varies based on what is being sold. For higher value products, targeting a few key functions within an organization is more effective, while complex products require a more extensive, verticalized approach. 09:15 - Diversifying Content: Beyond traditional content like blog posts and whitepapers, there's an increasing focus on unique content types tailored to engage specific industries, addressing unique needs. 11:00 - Chat-Based AI's Role in Personalization: Chat-based AI, like Chat GPT, plays a significant role in personalizing the buyer's journey. It enables customized, timely, and accurate responses to buyer inquiries, enhancing the buyer experience. 13:30 - Impact of Chat-Based and AI-Derived Content: Chat-based AI revolutionizes marketing by offering personalized, intent-driven content, improving the velocity of the buyer's journey. The smarter the buyer, the better the relationship and value delivered. 15:45 - Importance of Blogging and SEO: Blogging and SEO remain crucial for top-of-funnel engagement, ensuring manufacturers appear in search results early in the buyer's journey. These strategies provide educational content. 18:00 - Leveraging Chat-Based AI for Content Strategy: Chat-based AI helps identify relevant topics and content preferences based on buyer intent, informing content strategy effectively. 19:30 - Brand Transformation through Content: Content is not just about tactical material; it's about crafting a unique customer experience, which contributes to brand transformation. Brands should focus on what customers think when they think of them. 21:00 - Customer-Centered Branding: Modern branding is about understanding customers and delivering value to them, shifting from merely promoting products to being customer-centered. 24:45 - ABM and Customer Success Integration: Integrating customer success representatives into ABM strategies can be highly successful, emphasizing customer needs and value delivered. 26:18 - Successful Campaign with Customer-Led Approach: A customer-led approach can result in remarkable ROI. The example of a 1300% ROI campaign illustrates the effectiveness of customer-centric marketing. 27:50 - Paid Media Distribution: Paid media channels for industrial product marketing include programmatic advertising, paid search, and LinkedIn. Understanding intent and targeting the right accounts is crucial. 29:45 - Intent-Based Marketing: ABM platforms like Sixth Sense provide insights into buyer intent, allowing marketers to target specific individuals who are actively seeking relevant solutions. 31:20 - Opportunity in Earned Media and Social: Leveraging social media for earned media can help build communities and engage with digitally-savvy buyers, especially in the absence of traditional trade shows and events. 34:00 - Missed Opportunity in Demonstrating Marketing's Impact: Industrial product marketers often miss the opportunity to demonstrate marketing's influence on pipeline, revenue, and retention. There's a need for irrefutable evidence of marketing's role in driving growth. 36:20 - Three C's of Marketing: The three essential elements in marketing are clarity (understanding customers), confidence (proving marketing's impact on revenue), and consistency (delivering efficiency while driving growth). These insights highlight the transformative shifts in industrial product marketing, emphasizing the importance of customer-centricity, personalization, and the role of technology like AI in shaping the future of the industry. Take Action Now! • Grab your – free! About Host John Bertino and TAG: A decade spent working for marketing agencies was more than enough to know that there are too many bad agencies and not enough objective marketers within them. John launched TAG in 2014 with the mission to provide brands unbiased guidance from seasoned marketing professionals at little or no cost. TAG advises brands on marketing channel selection, resource allocation, and agency selection to ensure brands invest in the right marketing strategies, with the right expectations, and (ultimately) with the right partners. TAG represents 200+ well-vetted agencies and consultants across the United States and Europe. John’s professional background and areas of expertise include: Marketing Planning, Earned Media, SEO, Content Marketing, Link Acquisition, Digital PR, Thought Leadership, and B2B Lead Generation. To access full shownotes: /episode/index/show/592931e8-5b2a-40da-b127-5a7fa7b51dd3/id/28196438

Industrial02: Content Marketing Strategy for Boring Industries | Industrial Supply Marketing Part 2, Ross Simmonds 10/02/2023

Industrial02: Content Marketing Strategy for Boring Industries | Industrial Supply Marketing Part 2, Ross Simmonds “The world gives you value back when you provide value first,” is a quote from Ross Simmonds in our conversation on industrial product marketing and content marketing strategy for boring industries. Dive into this episode to explore the art of content marketing for industrial products. Learn how to create, distribute, and elevate your content to reach your audience effectively. Discover the strategies that industry experts use to forge lasting connections and boost ROI. Want more niche marketing insights on the Industrial Product Marketing vertical? This episode is Part 2 in a multi-part series on Industrial Product Marketing. To continue learning on this niche, visit: • Part 1: • Part 3: • Part 4: coming soon! • Part 5: coming soon! Episode Insights: 00:00 - Introduction Introducing the importance of distribution in industrial product marketing and other “boring industries” that are often B2B. 01:30 - Content Lifecycle and Distribution Content should be repurposed and distributed extensively to maximize its value over time. 04:49 - Collaboration with Niche Influencers Collaborating with niche influencers, regardless of their follower count, can be highly beneficial. 07:30 - Influencer Marketing Strategies Building relationships with influencers can lead to unbiased reviews and sponsored content. 10:45 - Balancing Personality and Authenticity Brands in industrial marketing should consider their corporate culture and goals when showing personality. 12:26 - Differentiating as an Up-and-Coming Brand New brands should strive to be innovative, authentic, and personality-driven to stand out. 15:43 - Strategic Content Distribution A well-planned distribution strategy is crucial for content marketing success. 18:52 - Leveraging Industry-Specific Newsletters Collaborate with industry-specific newsletters to share valuable content. 21:23 - Building Connections Over Constant Closing Focus on nurturing relationships and providing value rather than pushing for immediate conversions. 23:48 - Recommended Tools - Canva Canva is an efficient tool for creating visual content, especially for non-designers. 26:27 - Recommended Tools - Jasper Jasper, an AI tool, augments content creation using copywriting frameworks. 29:01 - Embracing Content Distribution Embrace content distribution strategies, as content remains valuable long after publication. 30:45 - Distribution Ideas Spreadsheet Access a distribution ideas spreadsheet on Ross Simmonds' website. 32:10 - Building Authentic Connections Connect authentically with your audience and prioritize relationships. 34:25 - Differentiation in Industrial Marketing Differentiate your brand by being innovative, authentic, and personality-driven. 36:00 - Closing Remarks Recap of key insights and the importance of content distribution in industrial product marketing. Take Action Now! • Grab your – free! • – get a spreadsheet filled with a hundred distribution techniques you can use About Host John Bertino and TAG: A decade spent working for marketing agencies was more than enough to know that there are too many bad agencies and not enough objective marketers within them. John launched TAG in 2014 with the mission to provide brands unbiased guidance from seasoned marketing professionals at little or no cost. TAG advises brands on marketing channel selection, resource allocation, and agency selection to ensure brands invest in the right marketing strategies, with the right expectations, and (ultimately) with the right partners. TAG represents 200+ well-vetted agencies and consultants across the United States and Europe. John’s professional background and areas of expertise include: Marketing Planning, Earned Media, SEO, Content Marketing, Link Acquisition, Digital PR, Thought Leadership, and B2B Lead Generation. ------ To access full shownotes click here: . /episode/index/show/592931e8-5b2a-40da-b127-5a7fa7b51dd3/id/28188995

Industrial01: The ULTIMATE Overview to Industrial Product Marketing: Industrial Supply Marketing Part 1, Kelly Olson 10/02/2023

Industrial01: The ULTIMATE Overview to Industrial Product Marketing: Industrial Supply Marketing Part 1, Kelly Olson Are you struggling to break into the competitive world of industrial product marketing? Join us as we dive into the secrets of success with Kelly Olson from The Mx Group. Discover how they transformed a packaging company's brand, navigated the challenges of recruitment in a tight labor market, and even built e-commerce platforms for their clients. Get ready to learn actionable strategies for brand development, targeted marketing, and customer engagement in the industrial supply sector. Tune in to this insightful episode to unlock the power of industrial product marketing and propel your brand to new heights. Don't miss it! Want more niche marketing insights on the Industrial Supply Marketing vertical? This episode is Part 1 in a multi-part series on Industrial Supply Marketing. To continue learning on this niche, visit: • Part 2: • Part 3: • Part 4: coming soon • Part 5: coming soon Episode Insights and Key Takeaways: 1. Importance of Branding: The podcast highlights that branding in the industrial supply space is crucial. It's not just about visual identity but also about defining how a company shows up in the world, what it stands for, and how it differentiates itself. 2. Understanding Buyer Personas: To effectively market industrial products, it's essential to understand the various buyer personas in the industry. This includes decision-makers like procurement agents, health and safety inspectors, and professionals in operations, each with distinct content needs and concerns. 3. Content Strategy: The podcast emphasizes the importance of tailoring content to different audience personas. Content creation should focus on answering their questions, addressing their concerns, and providing solutions to their specific challenges. 4. Account-Based Marketing (ABM): ABM is presented as a strategy rather than just a tool. It involves narrowing targeting to specific accounts and buyers, creating personalized content, and leveraging marketing technology to engage with these accounts effectively. 5. Recruitment Challenges: In today's tight labor market, industrial companies are using marketing to attract talent. Customized marketing campaigns can significantly increase candidate engagement and help address recruitment challenges. 6. E-commerce Platforms: The podcast showcases the growing importance of e-commerce in industrial supply. Companies are building e-commerce platforms to make the buying process more convenient, with features like inventory checks, pricing details, and order tracking. 7. Sustainability as a Selling Point: Sustainability is highlighted as a significant selling point for industrial products, particularly in reducing single-use plastic and advancing environmental goals. 8. Digital Experience: Companies are improving the digital experience for both distributors and end-users. This includes creating user-friendly e-commerce portals and tools to streamline purchasing decisions. 9. Building Stronger Distributor Relationships: By focusing on branding, tailored content, and e-commerce solutions, companies can strengthen their relationships with distributors, creating less friction in the purchasing process. 10. Segmentation and Expansion: Companies should focus on market segmentation to identify potential growth areas within specific verticals or geographic regions, leading to effective market expansion. These insights provide valuable information for industrial product marketers looking to enhance their strategies and better understand the evolving landscape of the industrial supply industry. Jump to Topics of Interest to You 0:00 - 00:20 Introductions and setting the stage for John and Kelly to deep dive into marketing for the industrial supply industry 00:20 - 04:55: Understanding Industrial Product Marketing - Delve into the world of industrial product marketing and discover the unique challenges it presents. 04:55 - 13:47: The Power of Branding - Learn how reimagining a brand can create opportunities and make a significant impact in the market. 13:47 - 22:11: Recruitment Strategies in a Tight Labor Market - Explore the innovative campaign that helped attract candidates in a competitive labor market. 22:11 - 28:16: E-Commerce Platforms for Distributors - Uncover the significance of building e-commerce platforms to facilitate convenience and boost distributor relationships. 28:16 - 35:27: Account-Based Marketing Strategies - Understand the importance of account-based marketing (ABM) and how it can be leveraged as a powerful strategy. 35:27 - 22:11: Personalized Content Creation - Dive into the art of crafting personalized content that resonates with target audiences. 31:39 - 32:31: Breaking into New Markets - Gain insights into strategies for penetrating new markets and expanding your business. 32:31 - 33:17: Sustainability and Environmental Impact - Explore the role of sustainability in today's industrial supply market and its potential to drive business growth. 33:17 - 37:23: Recruitment Challenges and Employer Branding - Discover how employer branding can help overcome recruitment challenges and retain top talent. 37:23 - End: The Future of Industrial Product Marketing - Wrap up with thoughts on the evolving landscape of industrial product marketing and the strategies that will shape the future. Take Action Now! • Grab your – free! Tweetables: • Unlock the power of branding in industrial supply - it's more than just a logo; it's about differentiation and value. #IndustrialMarketing • In the world of account-based marketing (ABM), it's about targeting accounts strategically, not just a digital tool. #ABM #MarketingStrategy • E-commerce is transforming industrial supply by making the buying process more convenient and less frictional for distributors and end users. #Ecommerce #IndustrialSupply • Building strong relationships with distributor partners is essential for growth in the industrial supply space. #B2BRelationships #IndustrialGrowth • Recruitment and retention are becoming key challenges in industrial sectors, and marketing can play a pivotal role in addressing them. #TalentAcquisition #RetentionStrategies About Host John Bertino and TAG: A decade spent working for marketing agencies was more than enough to know that there are too many bad agencies and not enough objective marketers within them. John launched TAG in 2014 with the mission to provide brands unbiased guidance from seasoned marketing professionals at little or no cost. TAG advises brands on marketing channel selection, resource allocation, and agency selection to ensure brands invest in the right marketing strategies, with the right expectations, and (ultimately) with the right partners. TAG represents 200+ well-vetted agencies and consultants across the United States and Europe. John’s professional background and areas of expertise include: Marketing Planning, Earned Media, SEO, Content Marketing, Link Acquisition, Digital PR, Thought Leadership, and B2B Lead Generation. Guest: Kelly Olson Kelly Olson leads The Mx Group’s strategy team, designing innovative processes and frameworks that guide clients to impactful results. For over 15 years, she has directed successful, award-winning campaigns for clients in the hospitality, automotive, medical and industrial sectors. She is accomplished in the areas of B2B brand messaging, creative strategy, demand generation, lead management and sales enablement. Kelly is a graduate of Concordia College in Moorhead, Minnesota, and holds a B.A. in business and communications. ------ To access full shownotes . /episode/index/show/592931e8-5b2a-40da-b127-5a7fa7b51dd3/id/28170977

Mavericks01: Marketing Apprenticeships | The Biggest SECRET WEAPON for Marketing ROI 09/05/2023

Mavericks01: Marketing Apprenticeships | The Biggest SECRET WEAPON for Marketing ROI Unlock the future of marketing training with Clear Digital Labs! Journey through the world of apprentices-turned-marketing-aces. Discover how mentors guide entry-level marketers to success, earning digital certifications and real-world experience. Listen now and transform your brand or career with this groundbreaking approach. Want to learn more? This episode is a unique bonus episode in between and the upcoming Season 2: Industrial Supply Marketing. A Few Highlights on Marketing Apprenticeships and More: 00:00 Introduction to Clear Digital Labs and its mission to shape the future of marketing training with apprenticeships 01:21 The Journey of Founder: Explore how Brandon Church's career evolution led to the creation of Clear Digital Labs, driven by a desire to give back and empower the next generation of marketers. 04:26 Apprenticeships vs. Internships: Uncover the distinctive aspects that set apprenticeships apart from internships and why they hold immense potential for both businesses and aspiring marketers. 06:53 Mentors and Nurturing Marketing Talent: Learn how mentors play a pivotal role, guiding marketing apprentices through tailored strategies, career growth, and skill development. 10:03 Diverse Marketing Specializations: Discover the array of marketing specializations covered in the program, from search engine optimization to social media, providing a comprehensive learning experience. 11:38 Apprenticeship Selection Criteria: Gain insights into the careful assessment process for apprentices, considering personality traits, work ethic, and passion for marketing. 13:31 Benefits of Marketing Apprentices for Businesses: Explore the cost-effective advantage for businesses, from both in-state and out-of-state, to access skilled and trained marketing apprentices, alleviating the financial burden of traditional agency retainer costs. 15:57 Marketing Success Stories: From Intern to Full-Time: Hear inspiring success stories, including a recent graduate's journey from internship to full-time employment, highlighting the transformative impact of Clear Digital Labs. 19:11 Small Business Leverage of Apprenticeships: Delve into how even small businesses can harness Clear Digital Labs to get comprehensive marketing support, as seen through a case study of a surgical procedures company. 22:23 Engaging Opportunity for Mentors and Businesses: Wrap up with an invitation for businesses to join the program, seek marketing talent, and for potential mentors to share their expertise, ensuring the continuous growth and success of the marketing industry. Tweetables: Transform your business with skilled marketing apprentices, saving costs while nurturing fresh talent. 🚀 #MarketingApprenticeships From intern to full-time: Discover how Clear Digital Labs shapes marketing careers, fostering growth and success stories. 🌟 #CareerGrowth Bridge the gap between classroom and career: Clear Digital Labs' apprenticeships provide hands-on marketing experience like no other. 🎓 #HandsOnLearning Unlock affordable marketing expertise: Small businesses to large enterprises, Clear Digital Labs offers a cost-effective solution. 💼 #MarketingSolutions Empower the future of marketing with mentorship-based apprenticeships, a game-changer for businesses an About Host John Bertino and TAG: A decade spent working for marketing agencies was more than enough to know that there are too many bad agencies and not enough objective marketers within them. John launched TAG in 2014 with the mission to provide brands unbiased guidance from seasoned marketing professionals at little or no cost. TAG advises brands on marketing channel selection, resource allocation, and agency selection to ensure brands invest in the right marketing strategies, with the right expectations, and (ultimately) with the right partners. TAG represents 200+ well-vetted agencies and consultants across the United States and Europe. John’s professional background and areas of expertise include: Marketing Planning, Earned Media, SEO, Content Marketing, Link Acquisition, Digital PR, Thought Leadership, and B2B Lead Generation. About Guest Expert: Brandon Church President of Clear Digital Labs, Brand is all about "innovating career pathways for aspiring digital marketers." About Guest's Company: Embark on the ultimate Digital Marketing Apprenticeship journey with Clear Digital Labs. Equipping aspiring marketers with cutting-edge skills, our program covers everything from social media to A/B testing. Benefit from industry-tailored learning and mentorship to shine in the job market. Reach out to Clear Digital Labs for a top-tier apprenticeship experience. Learn More: /episode/index/show/592931e8-5b2a-40da-b127-5a7fa7b51dd3/id/27925473

Mortgage04: Secrets to Mortgage Marketing Success Through Mastering Personal Branding: Mortgage Industry Marketing Part 4, Marisa Carey 06/19/2023

Mortgage04: Secrets to Mortgage Marketing Success Through Mastering Personal Branding: Mortgage Industry Marketing Part 4, Marisa Carey Ever wondered how to skyrocket your mortgage marketing game? Picture this: transforming from a loan officer to a marketing virtuoso, forging a captivating personal brand that commands attention and drives success. In this exhilarating episode of the Niche Marketing Podcast, get ready to unravel the secrets of building an irresistible personal brand and harnessing the power of social media. Join Marissa Carey, the visionary marketing guru, as she shares her remarkable journey from the fashion world to revolutionizing the real estate industry. Curious to know how Marissa empowers real estate agents to dominate the digital landscape? From captivating photo shoots to mesmerizing videography, discover her cutting-edge approach that propels agents to new heights. But wait, there's more! How do you forge genuine connections and stand out amidst the noise? Unleash the power of authenticity on camera, master networking strategies, and unveil the art of personal branding. Want more niche marketing insights on the mortgage vertical? This episode is Part 4 in a multi-part series on Mortgage Industry Marketing. • • • Episode Highlights: • 01:23-04:15: Marissa Carey's transition from the fashion industry to mortgage lending. • 04:15-07:56: The significance of personal branding in the mortgage industry. • 07:56-09:52: Leveraging social media to expand networks and attract referrals. • 09:52-12:46: Assisting real estate agents with their social media presence. • 12:46-14:57: Strategies for effective direct messaging and building relationships. • 14:57-16:33: Prioritizing time and resources to maximize productivity. • 16:33-18:54: Media training and coaching for loan officers on camera. • 18:54-21:41: Overcoming imposter syndrome and being authentic in marketing. • 21:41-25:03: The power of a genuine smile and building rapport. • 25:03-End: Developing personal brands through consistent branding and storytelling. Take Action Now! • Grab your – free! Tweetables: • Building a personal brand is not just about posting real estate content. People want to work with those they like and can relate to. #PersonalBranding #Authenticity • Face it till you make it. Step out of your comfort zone, be willing to grow, and do things that will benefit you and your clients. #GrowthMindset #Success • Your brand is everything. It's your name, your reputation, and how people perceive you. Build a personal brand that stands out and resonates with your audience. #BrandIdentity #Reputation • Networking is crucial for building a personal brand. Be authentic, share personal stories, and connect with others on a personal level. It's all about developing relationships. #Networking #RelationshipBuilding • Post about personal interests, hobbies, and everyday moments. Show your human side. People want to work with real people, not just a business. #BeHuman #PersonalConnection /episode/index/show/592931e8-5b2a-40da-b127-5a7fa7b51dd3/id/27124311

Mortgage03: Content Marketing Strategies for Building Trust and Authority as a Mortgage Lender: Mortgage Industry Marketing Part 3, Jeff Kuns 04/13/2023

Mortgage03: Content Marketing Strategies for Building Trust and Authority as a Mortgage Lender: Mortgage Industry Marketing Part 3, Jeff Kuns Are you a marketer working with smaller, more regional players in the mortgage industry? Then this episode is for you! Jeff Kuns, our featured guest today, was born and raised in Southern California but ended up moving to Northern California in his 20s where he discovered his talent for voice acting. He was the voice of the first snowboarding video game for Sony PlayStation called Cool Borders. Eventually, Jeff decided to move into the mortgage business and spent 14 years in origination. However, after the crash in 2010, Jeff decided it was time for a change and pursued his interest in copywriting and marketing. He worked for two different software as a service companies, one focused on helping loan officers market to customers and the other doing the same thing for insurance agents. In 2019, Jeff found his way to Finance Studio and is now a business development manager there, back in Los Angeles where he started. A Few Highlights Include: 1. Breaking down the hierarchy of the mortgage industry: • Lenders are financial institutions that offer and underwrite home loans. • Brokers or loan agents/officers work with multiple lenders and arrange loans based on borrower qualifications and loan type. • Loan officers can work for brokers, subsidiaries, or lenders directly. • Credit requirements vary between lenders and some offer specific loan types like construction loans. • Realtors often refer to all players in the space as "lenders." 2. The mortgage industry presents unique challenges for building awareness and getting your name out there. 3. Smaller, regional players are trying to compete with big banks and lending companies, which is a unique challenge. 4. During refinance markets with low-interest rates, many new institutions pop up and saturate the market with new loan officers that tend to confuse borrowers. 5. The purchase market is still a rate-based, commoditized product game. 6. Bigger players like Quicken Loans and banks with advertising dollars pose significant challenges to smaller loan brokerages. 7. Loans on properties with acreage, duplexes, multi-units, septic systems, new construction, or bank-owned properties can create problems for larger institutional or online lenders. 8. Local brokers are the biggest competition for institutional and online lenders because of their local presence and connections with CPAs and financial advisors. 9. Local reps have more advertising money behind them from bigger lenders, creating an imbalance in advertising power. 10. Use of imagery can differentiate a brand. Use a consistent brand hero or local photography as ways to convey authenticity. 11. There is a missed opportunity for lending institutions to form long-term relationships with clients during large financial transactions, where trust is crucial. 12. The distribution is the less talked-about aspect of content marketing. 13. Email marketing has a great ROI because it's free to send an email, and it's still a great strategy. 14. Direct mail can also be an effective marketing tactic, especially for local and smaller shops. 15. Mortgage brokers and lenders have access to a lot of information that they can use to create personalized marketing materials, including software programs and AI. 16. An effective strategy is the annual review, which is a technique borrowed from financial advisors where they reach out to their clients once a year to discuss their mortgage, provide any updates or information about their loan, and offer any assistance or advice needed. It's a way for the mortgage professional to stay in touch with their clients and provide ongoing value, which can lead to repeat business and referrals. 17. When is it appropriate and advisable to use industry jargon? Jeff explains! Guest: Jeff Kuns is the Business Development Manager at Finance Studio. As an experienced content marketing and business development consultant in a range of verticals, he helps financial marketers develop and execute content marketing and communication strategies that move the sales curve. Guest’s Company: Finance Studio believes that although the financial services industry can be complicated, marketing need not be. They provide customized digital, content, and design projects for each brand, regardless of its size or budget. While the team has experience with some of the most reputable finance brands, they understand that what works for one may not work for another. Finance Studio's goal is to provide an affordable creative solution that enables businesses of all sizes to establish, grow, or refresh their brand in a flexible manner. -------- Learn More and Watch Episode 003 in Video Form: /episode/index/show/592931e8-5b2a-40da-b127-5a7fa7b51dd3/id/26537364

Mortgage02: Unveiling an Expert’s Mortgage Lead Gen Strategies: Co-Registration, Ads, and More – Mortgage Industry Marketing Part 2, Nate Broughton 04/13/2023

Mortgage02: Unveiling an Expert’s Mortgage Lead Gen Strategies: Co-Registration, Ads, and More – Mortgage Industry Marketing Part 2, Nate Broughton The mortgage industry and related verticals are competitive spaces. Do you know which marketing tactics to adopt and which to avoid? Listen to today’s episode with guest Nate Broughton who has a long history in the mortgage industry, starting over 20 years ago in the "wild west days of internet marketing." Nate began by creating websites for loan types that he didn't even understand, and eventually grew his business into one of the largest private companies in Missouri. Nate has since moved to San Diego and expanded into other lead generation verticals, such as insurance and attorney lead generation, but still maintains a close relationship with the mortgage industry. A Few Highlights Include: 1. The digital mortgage lead generation companies, such as , , , and , are the top-tier providers that offer leads to mortgage brokers or banks. 2. The best providers come with strong brand names, trust symbols, and association memberships, building legitimacy and reliability. 3. The quality of leads from different providers varies, so mortgage brokers must evaluate and position themselves to handle incoming leads. 4. Did you know you can sell mortgage leads to companies that specialize in selling mortgage leads? 5. Sick of paying vendors? Generate your own leads with the right tech, marketing stack, CRM, and content-optimized website. 6. For paid traffic, remains the go-to platform for mortgage lead generation. 7. What are the most important ingredients for lead generation? Know-how, patience, and a budget. 8. Co-registration, an older internet strategy, offers potential in mortgage lead generation, getting on the back end of flows where finding a new home signals potential financing interest. (In finance, companies like or offer co-registration for emerging stocks, crypto, or NFTs.) 9. Create microsites or landing pages targeting specific niches such as relocation, military, construction flips, or biotech to reach your ideal customers. 10. Boost your organic search by providing valuable content such as a relocation guide to your area, improving your search rankings, and expanding your customer base. Guest: Nate Broughton, Vice President of , is a seasoned entrepreneur and acquisition specialist with a strong focus on digital marketing. He has a proven track record of building and selling successful startups, including a ticket sales platform that achieved $22 million in sales before being acquired. After his success as a founder, Nate moved on to source acquisitions for private equity firms in North America. Currently, he is always on the lookout for companies and business owners who might be interested in joining the Permanent Equity family. Guest’s Company: invests with no intention of selling in family-held companies headquartered in North America. With 12 portfolio companies and a current capital base in excess of $300 million, the firm seeks opportunities to invest in and partner in closely held companies with durable value propositions. The firm's current portfolio includes companies in aerospace, niche construction, manufacturing & distribution, consumer products, ad tech, recruitment, and niche professional services. -------- Learn More and Watch Episode 002 in Video Form: /episode/index/show/592931e8-5b2a-40da-b127-5a7fa7b51dd3/id/26537301

Niche Marketing Podcast

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