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.
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[Best of Season] AMP075: Getting 10x Results From Your Content With Garrett Moon Of CoSchedule
04/19/2022
[Best of Season] AMP075: Getting 10x Results From Your Content With Garrett Moon Of CoSchedule
CoSchedule started the Actionable Marketing Podcast (AMP) in 2015 and has recorded and published more than 300 episodes. CoSchedule has worked with some of the smartest minds out there that share their stories with you through this podcast. This season, CoSchedule brings back some of the best of the best evergreen content. Content marketing is a highly competitive space. Every single day, nearly 60 million blog posts are published and five billion YouTube videos are watched. Are you always trying to edge out search results to be on top? Discover how to reframe your mindset when it comes to content marketing. Today, we’re talking to Garrett Moon, CoSchedule CEO, about how to handle such competition when it comes to content marketing and his new book, 10X Marketing Formula: Your Blueprint for Creating Competition-Free Content That Stands Out and Gets Results. Some of the highlights of the show include: Marketers are responsible for bringing in leads, sales, people - big tasks - to support core business metrics. Garrett’s book describes taking the formula, process, tips and tricks, and things that work and don’t for CoSchedule and making them available to anybody to use and implement in their business and marketing process. Gartner’s Hype Cycle: How new technology is adopted. When content marketing took shape a few years back, all of a sudden, everyone was adopting it and reworking their marketing teams, creating content, doing blogging, building email lists, and other tasks. Content marketing made a lot of promises to us. Now, Garrett believes we are entering the trough of disillusionment. We adopted content marketing, but what about those big promises that were made? What about the results? Why are you not getting the results you were promised? How do marketing teams provide business value? Content marketing needs to be reinvented. Garrett describes the "copy cat" epidemic in marketing. There is so much free content online where pieces of strategies, tactics, and other items are copied and pasted. However, it does not create an entire picture or blueprint. The goal is to create a framework from start to finish to find something unique to your business that only you can do and be successful with. Something that stands out and gets results. Creating Competition-Free Content: Not only is your business and products in competition, but your marketing is in competition with other marketing. Find a way to break past that barrier created by competitors. The book, Blue Ocean Strategy, refers to the Bloody Red Ocean, which is full of competition and where businesses are fighting each other to stand out - they’re at war with each other. However, the Blue Ocean is wide-open and uncontested. You're free to swim around and move about because you have successfully been able to differentiate yourself from the competition. To differentiate your content marketing, focus on your topics, how you create content, and how to connect that content and share it with your customers. 10X reference: look at what you are doing and ask if what you are doing will help your team multiply results, including increasing sales leads and the number of visitors to your Website. Marketing teams need to focus on 10x growth rather than increments of 10 percent improvements. Marketing teams are designed to produce results, not worry about risks. Agile Manifesto: focuses on how software development could be better. A powerful way to cause engineers to rethink and reframe what they’re doing. 10X Manifesto: focuses on how so much of marketing is about mindset when it comes to how we do and approach things. Results or Die: 10X marketers work in a results or die oriented business, not 10 percenters allowed. Many think of marketing as a process for things they do - marketing is the blog, social media channels, conference booth, etc. There’s all these deliverables that a marketing team creates and hands off to others, such as the sales and support teams. Marketers are not here to produce Web ads or build a Website. They’re here to help produce business results and help grow companies. 10X marketers understand that growth requires failure, strength is in progress, not perfection. Teams that embrace failure (fail fast) understand that it is not about failure but acknowledging imperfection. Marketing comes with assumptions: assume methods used to get the message out will work; assume there’s the right mix of email ads; assume messages are right; assume the timeline is correct. Ever realize how much you are guessing? The problem is in the marketing plan. It becomes a risk-removal tool that leads to pointing fingers and placing blame on others. Instead of a plan, start with a goal. To start down the 10X marketing path, list what work you did this week. Are these 10X or 10 percent activities? Do any of these activities have the ability or potential, in a short period of time, to multiply results by 10X? Links: Quotes by Garrett Moon: “Everyone was really excited about it (content marketing). There was a lot of energy. A lot of hype behind it, and a lot of big promises that content marketing made to all of us.” “If we’re going to really double down. If we’re really going to continue doing this, how do we really make it sing? How do we really make it pay for itself and become a true part of our results?” “For us (CoSchedule as a start-up), it was results or die.” “Once teams start looking at what they’re doing, how their processes are built, one thing they tend to find is that much of what they’re doing is based on mitigating risk vs. generating results.”
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[Best of Season] AMP139: This Is How To Nail Product Positioning So Customers Get It, Buy It, Love It With April Dunford Author Of Obviously Awesome
04/12/2022
[Best of Season] AMP139: This Is How To Nail Product Positioning So Customers Get It, Buy It, Love It With April Dunford Author Of Obviously Awesome
CoSchedule started the Actionable Marketing Podcast (AMP) in 2015 and has recorded and published more than 300 episodes. CoSchedule has worked with some of the smartest minds out there that share their stories with you through this podcast. This season, CoSchedule brings back some of the best of the best evergreen content. The success of your company depends on the marketing you do, how you choose to present the benefits of a product or service, and which audience to target. How you position a product or service can make or break your company. Stop right there. Forget everything you thought you knew about product positioning. Connecting your product or service with buyers is not a matter of following trends, selling harder, or trying to attract the widest customer base. Today, my guest is April Dunford, who has launched more than a dozen products and shares some of the biggest mistakes that startups, marketers, and entrepreneurs make with product positioning. Also, she’s the author of Obviously Awesome: How to Nail Product Positioning So Customers Get It, Buy It, Love It. April’s book describes her point of view on positioning and offers a step-by-step process to perfectly position your product or service. Some of the highlights of the show include: Career Change: Fake it til you figure it out. How hard can it be? Do it right, and the company grows quickly, gets acquired; you get bored and do another startup Definition of Positioning: How to win at doing something that a well-defined market cares about Perfect marketing execution won’t save you from weak positioning; marketing execution and results are only as good as positioning that feeds into them Who should decide the positioning for your product? Everybody Siebel Story: Too small to buy out beyond a billion dollars Positioning Pitfalls: People don’t do positioning deliberately; and when they try to fix it, they don’t follow a process but wing it or write a “Positioning Statement” Positioning Statement Components: Who’s your competitive alternatives? What are the unique capabilities or features that your product has? What’s the value that those features can enable for customers? Who’s my target customer? Is this a market that I’m going to win? Signs of weak positioning include: How a customer reacts to your product/service They compare you to a non-competitor; not in the right market Customer knows what you do, but not the value or why they should care Links: Quotes by April Dunford: “Not only is positioning a thing I should figure out, it's potentially a super powerful thing.” “Two years after graduating from engineering, I'm running this great big marketing team. It's global. I’ve got this giant budget...even though I was completely unqualified for it.” “I focus on positioning, mainly because I think people do a really terrible job at positioning. There's not many people that know how to do it right.” “A shift in positioning can totally result in a shift in the product roadmap, a shift in your pricing, a shift in a way you sell, a shift in your channels.” "You see signs of weak positioning across your entire sales , but often the place where it’s most obvious is looking at how a customer reacts when they first encounter your product or your offering."
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[Best of Season] AMP071: How To Get Your Content To Rank #1 On Google With Tim Soulo Of Ahrefs
04/05/2022
[Best of Season] AMP071: How To Get Your Content To Rank #1 On Google With Tim Soulo Of Ahrefs
CoSchedule started the Actionable Marketing Podcast (AMP) in 2015 and has recorded and published more than 300 episodes. CoSchedule has worked with some of the smartest minds out there that share their stories with you through this podcast. This season, CoSchedule brings back some of the best of the best evergreen content. Planning and creating content that ranks well on the search engines can be difficult. It comes down to keyword selection and use, but that’s not all. You’ve heard the expression, “content is king,” and that’s still true. Your success has everything to do with the value and uniqueness that your content has to offer the people who will be seeing it! Today, we’re talking to Tim Soulo, the head of marketing and product strategy at Ahrefs. Tim knows how to create valuable content, and he shares his best tips on finding keywords, promoting your content, and standing out from your competition. Some of the highlights of the show include: Information about Ahrefs and what Tim does there. The most successful content produced by Ahrefs: the types of articles and pieces, as well as how they promote and analyze them. Tips on ranking for not only your core keyword, but also relevant keywords. The process Tim uses for coming up with content ideas. What it takes to outperform your competition. Why it’s important for an SEO marketer to do research that no other blog has written about or compiled. Tim’s thoughts on length and why it might not be important in the way that you are thinking. Tim also talks about long “ultimate guides” and gives his advice on making them more user-friendly. How to use backlinks to promote a piece to help it rank. Links: Quotes by Tim Soulo: “The only way to outdo, to outperform the competition is to offer something unique and something better than they have.” “You have to have something to offer which wasn’t published, which wasn’t said before you. You usually need to be at the forefront of your industry, you need to be a so-called thought leader.” “It’s not about trying to crank everything you can into the article, it's about delivering value and persuading people that you can solve their problem in as [few] words as possible.”
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[Best of Season] AMP085: How To Use The Psychology Of Habit Formation To Be A Better Marketer With Best-Selling Author Nir Eyal
03/29/2022
[Best of Season] AMP085: How To Use The Psychology Of Habit Formation To Be A Better Marketer With Best-Selling Author Nir Eyal
CoSchedule started the Actionable Marketing Podcast (AMP) in 2015 and has recorded and published more than 300 episodes. CoSchedule has worked with some of the smartest minds out there that share their stories with you through this podcast. This season, CoSchedule brings back some of the best of the best evergreen content. Has your smartphone ever beeped or vibrated to let you know that something, some piece of information or message, is waiting, just for you? Without even thinking, you read, listen to, or watch, and become completely absorbed in it. How have these pieces gained so much power over our behavior and attention? How do software companies hook us, and what can marketers learn from this phenomenon? Today’s guest is Nir Eyal, who says today’s smartest companies have melded psychology, business, and technology into habit-forming products. Nir is the best-selling author of Hooked: How to Build Habit-Forming Products. He’s an angel investor and expert in behavioral design. He unveils some psychological principles behind some of today’s biggest and most valuable companies. Some of the highlights of the show include: Skill of the century is the ability to cultivate focus Behavioral Design: Engaging, habit forming products built with consumer psychology in mind People use the Hooked model to engage with a product or service Step 1: Internal trigger (reason why you use a product - to modulate your mood, to feel something different; products and services cater to emotional discomfort) What’s the user’s itch? What’s their pain point that occurs frequently enough to build a habit around? Step 2: Action (the simplest behavior done in anticipation of a reward and relief from discomfort; technology shortens the distance between the need and reward) Lewin’s Equation: “People act in accordance to their personality and their environment” - the easier something is, the more likely people are to do it Step 3: Reward Phase (the itch gets scratched, the customer’s need is satiated, and their problems are solved) Element of Variability: Something of mystery, something of uncertainty 3 Variable Reward Types: Rewards of the tribe, the hunt, and of the self If you can form a habit, you can engage people with your brand through a community/content habit, and monetization is the result of engagement Step 4: Investment Phase (increases likelihood of the next pass through the hook by loading the next trigger and storing value) Content, data, followers, and reputation get users to invest in your product Companies should make a deliberate effort to understand consumers better; what makes people click and tick, so you can build services that they want Links: Quotes by Nir Eyal: “Where we always start is what’s the user’s itch? What’s their pain point that occurs frequently enough to build a habit around?” “The easier something is, the more likely people are to do it.” “Monetization is a result of engagement.”
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[Best of Season] AMP 082: How To Drive 10x More Traffic With This SEO Technique From Brian Dean Of Backlink.io
03/22/2022
[Best of Season] AMP 082: How To Drive 10x More Traffic With This SEO Technique From Brian Dean Of Backlink.io
CoSchedule started the Actionable Marketing Podcast (AMP) in 2015 and has recorded and published more than 300 episodes. CoSchedule has worked with some of the smartest minds out there that share their stories with you through this podcast. This season, CoSchedule brings back some of the best of the best evergreen content. These days, you need to create both a great Website and great content to rank on Google. Today, we’re talking to Brian Dean, an SEO expert and founder of Backlinko, about how to fuel your 10x content using his research method called the Skyscraper Technique. Some of the highlights of the show include: Black Hat SEO: Stuffing keywords and creating fake signals to rank in Google Google penalized sites using Black Hat SEO strategy White Hat SEO: Show Google everything you did to optimize your site Backlinko teaches people White Hat SEO strategies SEO Elements: Keyword and topic research; create content around them Two types of keywords: Information and commercial Create and optimize content that gets the most searches around keywords/topics Differences between well-researched and not researched content and topics Provide one-stop shopping for all the information customers need Skyscraper Technique: Research to figure out what content will perform well Ways to improve content - go bigger and better, , storytelling, and more Focus on quality over quantity; create less content, make it more valuable Common missteps when implementing “less is more” strategy and ranking Links: Quotes by Brian Dean: “You really have to create legitimately great content and a legitimately great Website to rank in Google.” “Everything starts with a keyword with SEO.” “They just regurgitate what’s already out there and that’s not the type of content that’s going to rank as well on Google.” “There’s tons of ways to make your content more valuable than the competition.”
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[Best of Season] AMP 057: How To Create Content That Ranks For 11,000+ Keywords With Julia McCoy From Express Writers
03/15/2022
[Best of Season] AMP 057: How To Create Content That Ranks For 11,000+ Keywords With Julia McCoy From Express Writers
CoSchedule started the Actionable Marketing Podcast (AMP) in 2015 and has recorded and published more than 300 episodes. CoSchedule has worked with some of the smartest minds out there that share their stories with you through this podcast. This season, CoSchedule brings back some of the best of the best evergreen content. How much attention do you pay to keywords in your content? For too many people, the answer is “none” or “nearly none.” While having engaging is vital, ignoring keywords is going to make it difficult for those human readers to find your content in the first place. This bad advice to ignore keywords has made it so some marketers really don’t know how to use keywords effectively at all. Today, we’re talking to Julia McCoy, the CEO of Express Writers. She’s not only an amazing writer but also considered a thought leader in her industry. She talks to us about using keywords well when creating content. Some of the highlights of the show include: How Julia got into freelance writing, what made her start Express Writers, and what she does there. An overview of the content strategy at Express Writers. How Julia helps older content maintain a high ranking in the search engines. Why targeting low-competition keywords works. How Julia finds the keywords and what tools she uses. How Julia defines good content for Express Writers. Tips on weaving keywords into great content. Why long-form content is important when it comes to ranking. Where to focus first if you’re a content marketer getting started with keywords. Links: Quotes by Julia McCoy: “Just having engaging writing is number one. You have to write to be read. Number two, you have to be super thorough on the topic.” “Once we have that keyword, it’s not just about the keyword, it’s about creating content where that keyword is the topic." “Consistency is key. Whenever you start, give your audience something to look forward to.”
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[Best of Season] AMP 056: How To Grow From 0 to 1 Million Customers With Noah Kagan From SumoMe and OkDork
03/08/2022
[Best of Season] AMP 056: How To Grow From 0 to 1 Million Customers With Noah Kagan From SumoMe and OkDork
CoSchedule started the Actionable Marketing Podcast (AMP) in 2015 and has recorded and published more than 300 episodes. CoSchedule has worked with some of the smartest minds out there that share their stories with you through this podcast. This season, CoSchedule brings back some of the best of the best evergreen content. Have you ever wondered what the process would be like to start something from scratch and end up with a million users? Our conversation is going to help you set better goals and achieve more than you ever have before. Today, we’re talking to Noah Kagan, the chief sumo at sumo.com and AppSumo. He also hosts Noah Kagan Presents, which is an awesome podcast, and has a steady stream of stuff on okdork.com. Some of the highlights of the show include: How Noah handles the marketing at Sumo.com and what has the most potential. How Noah ended up at Mint, where he helped grow the company from zero to more than a million users. Why Noah doesn’t believe in hope in the business world. The process Noah used to put his plan together, come up with ideas, figure out how much traffic he had, and more. Common mistakes that Noah sees other people making. Why copying methods described on other people’s blog posts doesn’t work. The greatest piece of marketing advice Noah has received. Links: Quotes by Noah Kagan: “I believe in hope in fantasy and fairytales in the real world or in the non-business world, but in business, no.” “If you're not making mistakes, you're probably not experimenting enough.” “At the end of the day, it really just comes down to you got to do it yourself... go and experiment yourself, go and promote something.”
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[Best of Season] AMP 081: How To Do Remarkable Customer Research With Rand Fishkin From SparkToro
03/01/2022
[Best of Season] AMP 081: How To Do Remarkable Customer Research With Rand Fishkin From SparkToro
CoSchedule started the Actionable Marketing Podcast (AMP) in 2015 and has recorded and published more than 300 episodes. CoSchedule has worked with some of the smartest minds out there that share their stories with you through this podcast. This season, CoSchedule brings back some of the best of the best evergreen content. Where do your customers hang out? What kinds of things do they like? What publications do they read? Customer research involves a lot of leg work, so does this information even matter? How can you leverage such insight for SEO? Today, we’re talking to Rand Fishkin, founder of SparkToro and author of Lost and Founder. He is a powerhouse in the content marketing and SEO world. Some of the highlights of the show include: Background, origination, and purpose of SparkToro Reaching/Researching Audiences: Slow, frustrating, and inaccurate process Companies spend money contracting agencies for a list of top customers, blogs, podcasts, and events Bones of Audience Intelligence: 1) Identify audiences across channels; 2) Know audience density; 3) Use trustworthy and valuable metrics How to obtain, benchmark, filter, and analyze data Data Points: Which to focus on and where to get them Social Network Profiles: Report follower count and engagement Biases generate unrepresentative data influenced by SEO Significant sample sizes and diverse groups are needed for true coverage Examples of missing specific audiences SparkToro lets you find people who practice specific fields Does current audience intelligence data represent the market as a whole? Improve SEO by helping audience accomplish tasks, and identifying and broadening link sources Links: Rand Fishkin on Quotes by Rand Fishkin: “If you’re looking at a social network profile, don’t just report on follower count, go look at the last 20 or 50 posts...report on how much engagement did each of those get.” “Go out there, build a company, make mistakes, just don’t make exactly the same ones I did.” “You get biased by your existing understanding of the field.”
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[Best of Season] AMP 080: How To Use Conversion Psychology To Get Better Results With Joanna Wiebe From Copyhackers
02/22/2022
[Best of Season] AMP 080: How To Use Conversion Psychology To Get Better Results With Joanna Wiebe From Copyhackers
CoSchedule started the Actionable Marketing Podcast (AMP) in 2015 and has recorded and published more than 300 episodes. CoSchedule has worked with some of the smartest minds out there that share their stories with you through this podcast. This season, CoSchedule brings back some of the best of the best evergreen content. Copywriting can happen anywhere - from blogs to cereal boxes. It includes the whole world of marketing words. Conversion copywriting helps businesses build their business. Conversion copywriting is about getting people to say “Yes” and generating more leads and buyers. It measures results to see if something converted or not. Today, we’re talking to Joanna Wiebe, a conversion copywriter, creator of Copyhackers, and co-founder of Airstory. She is an absolute authority on copywriting and conversions. Some of the highlights of the show include: What makes people say, “Yes.” Whether it is clicking or trying something. There are different formulas you can use for this goal. Ask customers, “What was going on in your life that brought you to…” Then, you can identify their motivation. If you put a button on a Web page, people will click it because it is there. Lots of things will move people to click, but rarely lead to conversions. Stages of Awareness: Unaware, Pain Aware, Solution Aware, Product Aware, and Most Aware. Persuasion techniques are typically triggers used at the late stages in hope that you will make people buy. “Don’t put pressure on poor, little button.” It’s going to get clicked, but don’t put too many fancy marketing tricks within it. Where does it go? What will it say? Push the best people to the most highly optimized button. There’s buttons for . A Call to Action button is to tell the user exactly what you want them to do. For example, Download Ebook or Complete Purchase. A Calls to Value button regards why a customer is performing an action and completes the phrase, “I want to…” Change your button approach depending on the type of medium you are using. It depends on the context for an action or engagement. Map out actions based on context and location - email, Website, blog, etc. Map Calls to Action to move customers to the next stage of awareness. Links: by Garrett Moon by Eugene Schwartz Robert Cialdini’s Quotes by Joanna Wiebe: “It wasn’t the digital atmosphere we have today in marketing where everything, everything gets measured.” “The real thing is we want to convert. We want more leads and we want more buyers. That’s what conversion copywriting is about.” “We can’t do a lot of motivating with copy, but you can take someone’s motivation and turn it into something.” “People want to click things. Mostly because they just want to move through life and get their problems solved.”
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[Best of Season] AMP 144: This is How To Grow Your Blog From Zilch To 1 Million Monthly Views With Leah DeKrey From CoSchedule
02/15/2022
[Best of Season] AMP 144: This is How To Grow Your Blog From Zilch To 1 Million Monthly Views With Leah DeKrey From CoSchedule
CoSchedule started the Actionable Marketing Podcast (AMP) in 2015 and has recorded and published more than 300 episodes. CoSchedule has worked with some of the smartest minds out there that share their stories with you through this podcast. This season, CoSchedule brings back some of the best of the best evergreen content. CoSchedule’s blog and content engine generate more than 1 million views and 20,000 leads every month. How do we do it? Listen and learn. Today’s guest is Leah DeKrey, content marketing strategist and blog manager at CoSchedule. To know that a million people read the blog posts she writes every month is terrifying, thrilling, and core to CoSchedule’s growth. Some of the highlights of the show include: Reasons for Successful Blog: Corporate and managerial buy-in Standards of performance Blog Posts: Be different than the rest, as the best 4 Performance Pillars for Blog Posts: Comprehensive; at least 3,000 words Actionable Relevant Content upgrade/value-add included Keyword Domination Strategy: Drive content by Googling around to search and seek high-volume, low-difficulty keywords Measure Success of Content and Blog: Give it time because reaching the top doesn't happen overnight and takes patience What you know now: College system is ripe for disruption, real world is where you learn 90% of what you do Tools to Try: Ahrefs, Google Analytics, and KISSmetrics Links: by Garrett Moon Quotes from Leah DeKrey: “The number one thing that got us kicked off on the right foot was having that executive and managerial buy-in.” “We aim to be the most in-depth blog posts that you can find on any topic on the Internet.” “How much is too much? How much time is too much time? You're not alone in wondering those things.” “Finding those sweet spots of keywords is really important for your content strategy. Otherwise, it's not going to be justified spending so much time.”
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AMP 272: The Content Planning Blueprint You Need for Success With Vassilena Valchanova
02/01/2022
AMP 272: The Content Planning Blueprint You Need for Success With Vassilena Valchanova
When it comes to content marketing, failing to plan is planning to fail. Why do some marketers struggle with content planning? It isn’t easy nor is it always properly valued. Sometimes, content planning gets overlooked. Today’s guest is Vassilena Valchanova, a digital strategist, trainer, speaker, and blogger. She talks about why it is important to plan content consistently with a repeatable and effective framework by sharing her blueprint for content planning. Some of the highlights of the show include: Content Planning: Focus on the right things and follow a predefined structure Pros: Goal is to promote products and give people helpful information Cons: Without a clear process for planning content, promotional content fills gap Out of Necessity: Why Vissilena created content marketing blueprint/framework Purpose: Blueprint is a strategy document that helps with daily content planning Process: How Vissilena’s content blueprint strategy works from start to finish How to create your own content planning blueprint/framework for your company Compare/Contrast: Plan different content pieces across different channels Links: Quotes from Vassilena Valchanova: “We don't spend enough time properly planning out what messages we’ll be sharing, what different types of content we’ll be promoting, and how we engage our audience in different channels and in different formats.” “We start creating content that pretty much feels and looks the same because we're trying to push something out quicker and will go for just an image with a standardized template design rather than focusing on really creating something unique at that point.” “What the content blueprint does is allow you to document that strategy in an easy-to-use format. ” “The four different segments will be the mission statement, setting up the goals, channel plan, and topic plans.”
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AMP 271: How Can Marketers Win at Content Distribution in 2022 With Sarah Colley
01/25/2022
AMP 271: How Can Marketers Win at Content Distribution in 2022 With Sarah Colley
Content distribution is important, but most marketers struggle to understand how to distribute content effectively and efficiently. They create, publish, and push content out only to move onto the next piece before promoting and distributing the last one. Today’s guest is Sarah Colley, a content marketer. She shares how to get started with distributing content or improve your current content distribution practice. It's time to start making distribution a real part of content strategy from the beginning. Some of the highlights of the show include: What is content distribution and what works with content distribution right now? Repurposing: Seems to be everybody's standard definition of content distribution Sarah’s Definition: Creating the right content and giving it to the right people Content Distribution: If you don't have distribution, you don't get your content out Underinvestment: Creating tons of content, but not taking time to distribute it Follow Formula: Put article in a core distribution channel and places that share it Build Better Relationships: Get to know new people who can spread your content Links: Quotes from Sarah Colley: “It's about building conversations around content. It looks a lot different. It's harder to implement, but when you do it right, it really works.” “A lot of people focus on distribution in terms of traffic and getting seen by as many people as possible. I totally disagree.” “You can do a lot of distribution for free, completely free, but it just comes down to time.” “My best strategy is just developing relationships with people that have audiences and people that don't, people that may eventually have an audience.”
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AMP 270: The Top SEO Trends That SaaS Marketers Need to Know About in 2022 With Georgios Chasiotis From MINUTTIA
01/18/2022
AMP 270: The Top SEO Trends That SaaS Marketers Need to Know About in 2022 With Georgios Chasiotis From MINUTTIA
The landscape for search engine optimization (SEO) changes constantly, so staying on top of trends is extremely important but not always easy for sustained success. Today’s guest is Georgios Chasiotis, Managing Director of MINUTTIA, about what to focus on with SEO in 2022. He shares insight into what SEO tactics should be used or are overused, especially when it comes to software as a service (SaaS). Some of the highlights of the show include: Past, Present, and Future: SEO and SaaS marketing trends and tactics Where are things at right now? Not multi-dimensional or complex Alternative/Comparison Pages: Not aligned with website identity, but abused Organic Search: Find more ways to be creative and bold about things 2021: What separated top SEO performers from struggling SaaS companies? More/Better Experience: Google rewards websites that are trustworthy Vanity Metrics: Not only way to measure success based on user experience COVID Impact: Were there any behavior changes? Higher expectations Future SEO Tactics: Which will become less important or effective in 2022? Guest Blogging: Is it effective for reciprocal linking? Georgios advises against it Content and Links: What most brands and websites compete against Links: Quotes from Georgios Chasiotis: “Unfortunately, what I see is pretty much all websites are doing what every other website is doing.” “Try new things, experiment, and fail a lot of times in the process of discovering new ways of generating interest and demand for our websites.” “SaaS companies have struggled when it comes to organic search.” “Everyone can play the content and backlinks game. Not everyone can build a brand and not everyone can create a wow moment for their website visitors.”
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AMP 269: Understanding the HERO System to Create Better Video Ads With Matt Johnston
01/11/2022
AMP 269: Understanding the HERO System to Create Better Video Ads With Matt Johnston
When was the last time you saw an awesome online or social video ad? Did it impress you so much that you thought about buying the product or recommend it to someone? These days, a list of truly memorable video ads are few and far between. Today’s guest is Matt Johnston with Guide Social, an agency that creates ads for all kinds of brands and products. Using and understanding the HERO System makes for memorable video ads that resonate. Some of the highlights of the show include: Common Causes: Why most video ads fall flat or underperform HERO System: Content checklist for social video ads to gain traction Hook Empathy Response Over-deliver 4 Rs Process: Helps people work through video script to mirror customer journey Relate Rile Reveal Release Offer Opportunities: All businesses exist to solve problems Results: Warm leads and increased conversion rates create affinity/PR affect Social Video Ads: Brands that nailed it include Harmon Brothers, William Painter Links: Quotes from Matt Johnston: “The biggest mistake that people make is that they focus way too much on features and their product and things like that rather than focusing on the avatar and empathy and trying to connect with that person and tying it back to their pain.” “The reason that someone will buy something from you or sign up to be a lead in your company is - it has everything to do with their own selfish needs and desires.” “If you want to move them to act, you need to emotionally resonate with them.” “Nobody cares about what you sell. They care about opportunities that are available to them to solve their problems.”
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AMP 268: The Art of Generating More Customer Reviews With Denise Blasevick From The S3 Agency
01/04/2022
AMP 268: The Art of Generating More Customer Reviews With Denise Blasevick From The S3 Agency
Who do you believe more? A marketer, your best friend, or complete stranger who bought your product or service and offers an honest opinion? Good or bad—what customers say matters. Today’s guest is Denise Blasevick from The S3 Agency. Denise explains how to generate more positive reviews and how to handle negative reviews (or if you should deal with them at all). Some of the highlights of the show include: 4- vs. 5-Star Reviews: Set expectations to humanize real customers’ opinions Consumer Behavior Impact: More and more people read and trust reviews No Comparison: Brand sites with positive reviews get others to buy from you Negative Reviews: Unrealistic for companies to get none; acceptable for some 1-Star Reviews: Determine whether it’s worth trying to mollify bad review Legitimate Review: Try to do something about your product/service if you can Net Promoter Score (NPS): Contact biggest fans to review and recommend Don’t Nag or Beg: Mistakes made when marketers try to get more reviews Review Acquisition: Find natural points, cultivate journey, and reward randomly Authentic Incentives: Give people guidelines to personalize focus of reviews Metrics: Quantify and measure growth of impact with reviews of actual sales Links: Quotes from Denise Blasevick: “Some people aren’t worth mollifying.” “If they have a legitimate point, try to do something about it in terms of the way you deliver your product or service, if you can.” “The volume has to be right. The kinds of reviews have to be right, and the stars have to be right.” “Your sixth sense online is reviews.”
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AMP 267: How to Productize Consulting Services and Differentiate Yourself in a Crowded Market With Max Traylor
12/28/2021
AMP 267: How to Productize Consulting Services and Differentiate Yourself in a Crowded Market With Max Traylor
Market consultants sometimes struggle to consistently meet expectations. Maybe it’s because they offer too many services in too many areas of expertise. The lack of focus leads to less differentiation in the crowded market and inability to set premium prices. Today’s guest is Max Traylor, author of the Agency Survival Guide. Max talks about how consultants and agencies can avoid pitfalls by productizing their services. Get paid on perceived value. Some of the highlights of the show include: Productized Consulting Services: Powerful way to package and sell services Productization: Means doing things in steps for marketing and sales consulting Consultants and Agencies: Consistency is not their middle name Results: Quality of work, mental health, business impact, price premiums suffer Strategy Over Implementation Services: Charge whatever, as much as you want Sans Management: Make more money with less effort via strategic focus Why productized approach? People experience two different sides of a business Limiting Belief: Doing of things out of fear and hunger gets marketers paid Imposter Syndrome: Are you good enough to sell your knowledge and process? Get Started: Charge for proposals to accelerate experience charging for strategy Advice: You can sell everything to anyone if you try 5 times; no need to be good Ideal Client: Who are you talking to and will pay most for what you’re good at Fulfillment: Limit sacrifices, simplify business by selling less, contributing more Links: Quotes from Max Traylor: “You use the same things and you go through the same steps so that you can set and meet expectations every time.” “If there’s no consistency in what you do, you don’t experience price premiums. You’re never known for that one thing.” “We spend a lot of time developing self-worth and an attachment to the thing that we’re doing.” “Fill your calendar with conversations with people that will pay you the most for the thing that you are uniquely good at.”
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AMP 266: How to Fix Invoicing Issues and Get Freelance Writers Paid on Time With Matt Saincome From OutVoice
12/21/2021
AMP 266: How to Fix Invoicing Issues and Get Freelance Writers Paid on Time With Matt Saincome From OutVoice
Freelance writers know that getting paid can be difficult, and managers of freelance writers know why processing those payments is difficult to get paid on time or at all. Some companies don’t have simple invoicing systems or solutions for fixing what’s wrong with their invoicing processes. Today’s guest is Matt Saincome, Co-Founder and CEO of OutVoice and The Hard Times. OutVoice is a freelancer/writer invoicing platform that pays them with one click. Matt explains how to fix invoicing issues and get freelance writers paid on time. Some of the highlights of the show include: Payment Problem: There has got to be a better way, and now there is one Publisher Problems: Tough business to make money, ad landscape has changed Revenue-based Solutions: People don’t update/upgrade their tools elsewhere Results: Businesses with inefficient tools, resources become rusted in place Clicks and Revenue: Relies on effectively paying and retaining freelance writers Mission: Waiting for check to pay rent? OutVoice positively impacts people’s lives Paid or not on purpose? Reason is ancient, not automated/tiered invoice systems Links: Quotes from Matt Saincome: “The problem is very clear. It’s the way that content creators are paid for freelance work is stone-age-level bullshit. It’s nonsense. It shouldn’t be done this way.” “People don’t get around to upgrading their tools elsewhere, and there’s these really intense inefficiencies that fester in their businesses.” “OutVoice uses automation, CMS integration, and a more purpose-built invoicing solution.” “If you have better tools, you’re going to like your co-workers a little bit more. You’re going to like your job a little bit more.”
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AMP 265 - How to Use YouTube to Drive Real Business Growth with Adrian Lurie From Dragonfruit Media
12/14/2021
AMP 265 - How to Use YouTube to Drive Real Business Growth with Adrian Lurie From Dragonfruit Media
Does your business have a presence on YouTube? Maybe it does not show much value or potential for it. YouTube may not be the best fit for the products and services that your business sells. How can you create content on YouTube to not miss opportunities to reach potential customers? Today’s guest is Adrian Lurie from Dragonfruit Media, a video marketing agency that specializes in working with businesses and creators specifically on YouTube. He explains why your business should be on YouTube and how to drive measurable business growth from it. Some of the highlights of the show include: YouTube Marketing: How to drive real, meaningful business growth Still skeptical? Video content marketing proof: 50% of Internet users look for videos on product/service before visiting store Video is 50 times more likely to get organic page ranks than plain text Landing pages with embedded videos have 20-30% higher conversion rates YouTube Statistics: Second most visited web site (#1 is Google) Third most visited search engine Second largest social media site (#1 is Facebook) Roadblocks: Slow down, establish trust to drive measurable growth, make impact 3 Content Categories: Discoverable, community focused, conversion focused Engagement/Impression Metrics: Profitable action on YouTube to make purchase Why be on YouTube? To align video content with business goals from the start 4-step audience-focused content process: Take persona view Develop value proposition Create content categories Come up with video concept Links: Quotes from Adrian Lurie: “Video is clearly a centerpiece of all online content and is becoming only more and more of such.” “The nature of video is highly emotional and it engages more sensory perception than any other media.” “Search your competitors on YouTube. At least one of them probably has a successful YouTube channel. They’re doing it and you’re not. They’re beating you.” “Anyone can grow on YouTube. You have a million content marketers or SEO experts who all have hundreds of thousands of subscribers and they are all saying the same exact thing.”
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AMP 264: How to Apply the Content Fuel Framework and Never Run Out of Ideas With Melanie Deziel
12/07/2021
AMP 264: How to Apply the Content Fuel Framework and Never Run Out of Ideas With Melanie Deziel
Marketers are creative people that tend to have a lot of ideas. So why is coming up with ideas when content creators, marketers, and problem solvers need them most is so difficult? There are a lot of reasons, but also a lot of simple solutions. Today’s guest is Melanie Deziel, Director of Content at Foundation Inc. and author of The Content Fuel Framework. Melanie breaks down flawed assumptions about creativity in content and marketing and shares practical tips and processes to replace those assumptions to think more creatively and create better content. Some of the highlights of the show include: Content Fuel Framework: System helps come up with creative content ideas Ideation: Why is it difficult for marketers to resolve problems, lack processes Creativity Constraints: Systems, guardrails, processes enable genius moments Step 1: Stop thinking of content idea as single thing that is completely undefined Step 2: Bring focus and format (i.e., article, video) to life and more organized Outcomes: Content ideas become renewable resource, not limited supply Links: Quotes from Melanie Deziel: “The Content Fuel Framework is essentially a system that you can use to tap into your creativity when you need to come up with content ideas.” “We are much more creative, much more productive, and much more efficient when we have some level of organization around the way we approach coming up with content ideas.” “Stop thinking of content idea as a single thing that is completely undefined. It has parameters.” “Creativity just seems so inherently unstructured that it’s like sacrilege to suggest that we put some limitations on it to help us get there.”
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AMP 263: How to Hack Consumer Behavior Using ZMOT (Zero Moment of Truth) With Paul Mackiewicz
11/30/2021
AMP 263: How to Hack Consumer Behavior Using ZMOT (Zero Moment of Truth) With Paul Mackiewicz
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.”
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AMP 262: Breaking the Sales and Marketing Mold Using Interactive Content With Isabelle Papoulias From Mediafly
11/23/2021
AMP 262: Breaking the Sales and Marketing Mold Using Interactive Content With Isabelle Papoulias From Mediafly
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.”
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AMP 261: Why Marketers Need to Invest More in Online Reputation Management Right Now With Dave Lehman From Birdeye
11/16/2021
AMP 261: Why Marketers Need to Invest More in Online Reputation Management Right Now With Dave Lehman From Birdeye
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.”
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AMP 260: What Service-Based Marketers Need to Know About Reputation Management Right Now With Michael Buzinski From Buzzworthy Integrated Marketing
11/09/2021
AMP 260: What Service-Based Marketers Need to Know About Reputation Management Right Now With Michael Buzinski From Buzzworthy Integrated Marketing
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.”
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AMP 259: How to Set Aggressive Marketing Growth Goals You Can Actually Achieve with Darrell Amy
11/02/2021
AMP 259: How to Set Aggressive Marketing Growth Goals You Can Actually Achieve with Darrell Amy
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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AMP 258: How Content Marketing and Product Marketing Teams Can Work Together to Achieve Incredible Results With Yaag Ganesh From Avoma
10/26/2021
AMP 258: How Content Marketing and Product Marketing Teams Can Work Together to Achieve Incredible Results With Yaag Ganesh From Avoma
How can content marketing and product marketing teams have different goals and responsibilities, but still work together to achieve incredible results and help their companies grow? Today’s guest is Yaag Ganesh from Avoma, a leading management, collaboration, and AI assistant platform. Yaag talks about how content and product marketing teams can best collaborate and work together toward shared objectives to drive top performance. Some of the highlights of the show include: Roles and Responsibilities: Depends on size of organization Product Features: Ensure customer awareness and adoption Content Friction: Are you writing for the customer, prospect, or bot? Consequences: Content experience brings people closer or further from brand Brand Impact: What and whose problem are you solving? Seek and gain clarity Common Goals: Consider entire journey to fill in gaps, achieve cohesive results Team Sport: Speak same language to understand and align culture, purpose Links: Quotes from Yaag Ganesh: “As the companies grow bigger and you start scaling each of those functions, I think product marketing tends to take ownership of how you execute the positioning side of things.” “It is still collective responsibility of both these teams to ensure that the communication - anything that goes on the website - is aligned to what the company stands for.” “With every of these touchpoints, people are either coming towards your brand or they’re getting deflected away.” “Your products can change. The problems that you’re solving can change, but the fundamental belief system needs to be aligned.”
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AMP 257: What Content Marketers Can Learn From Journalists With Ben Worthen From Message Lab
10/19/2021
AMP 257: What Content Marketers Can Learn From Journalists With Ben Worthen From Message Lab
Great content marketing can come from great storytelling. Who better to tell great stories than journalists? Marketers can learn from journalists how to create content that resonates with people through the power of storytelling. Today’s guest is Ben Worthen, CEO of Message Lab, which combines journalism, data, and design to help organizations create content that resonates with real people. Ben discusses valuable insights for anyone interested in creating content that matters by combining journalistic storytelling techniques with data and design. Some of the highlights of the show include: Marketers: Be skilled storytellers to reach out to people about what matters most Modern Marketing: Takes advantage of times when people don't want to buy Storytelling Problems: Why content marketers miss the mark with storytelling People’s Patience: Half of them leave content piece before the 15-second mark Journalists vs. Marketers: You don't have to be a journalist to tell a great story Empathy, Sympathy, and Authenticity: What readers need from marketers What’s the problem? People care about the experience, not a company’s product Listen and Learn: Take time to talk about ideas with others to get their opinions Storytelling Skills: Uplevel by knowing data, information to make better decisions Links: Quotes from Ben Worthen: “As there's so much choice about what you choose to pay attention to, what you don't want to pay attention to, when you want to pay attention to one thing, and when you get to pay attention to another, it's more important to be able to reach people with things that they care about.” “People are biologically programmed to want to pay attention to a good story. It's something that goes back to when we all lived in caves and sat around the fire.” “If you want to broaden your reach, if you want to have more influence, if you want to break out of a sales-only moment in time where you can have a meaningful interaction with someone, stories are the way to do it.” “When we think about the coolest experiences that we've had, they tend to be experiences that someone has created for us. Those are things that we tend to share with people.”
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AMP 256: How to Develop Successful Product Marketing Workflows and Processes With Sergey Sundukovskiy From SalesMsg
10/12/2021
AMP 256: How to Develop Successful Product Marketing Workflows and Processes With Sergey Sundukovskiy From SalesMsg
Great work starts with great workflows. How do the best product marketing teams structure their workflows? Today’s guest is Sergey Sundukovskiy, Co-Founder, CTO, and Chief Product Officer (CPO) at Salesmsg. Sergey talks about how to develop successful product marketing workflows and processes. Some of the highlights of the show include: Why product marketers should document, structure defined workflows/processes SalesMsg: How company views product marketing and management all together Product Management Stages: Ideation, collaboration, construction, and transition Repeatability: Work is always the same; improves orchestration between parties Product Marketing Debt: Things are just simply going to eventually slow down Too many tools? Use depends on purpose and internal/external communication Accountability: CPO is responsible for templates documenting workflow/process Outcome/Result: Software adopted by existing customers should be measured Links: Quotes from Sergey Sundukovskiy: “We look at product management in four stages. It’s the ideation, collaboration, construction, and transition.” “The improvement in repeatability as well as the work orchestration between multiple parties is always the same.” “At SalesMsg, product marketing is focused on existing customers, and marketing all together is focused on prospects and leads.” “Execution on the product marketing side becomes a competitive advantage.”
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AMP 255: How to Write SaaS Onboarding Emails That Users Love With Samar Owais
10/05/2021
AMP 255: How to Write SaaS Onboarding Emails That Users Love With Samar Owais
For SaaS companies, onboarding emails help establish long-term relationships with customers to understand and effectively use software tools. Yet, onboarding processes and email copy are often overlooked. The best way to learn what customers need is to talk to them. Today’s guest is Samar Owais, SaaS and eCommerce email expert. She talks about everything you need to know to make onboarding emails an effective part of your customer acquisition and retention strategy. Samar’s advice on how to talk to customers and identify their pain points can apply to any marketer. Some of the highlights of the show include: Why are onboarding emails important? Shows how to use tool to solve problem Onboarding Emails: Take pressure off customer support and set expectations Biggest Mistakes: Don’t hide branding, create copy that starts conversations Map Email Journey: What is the purpose of an onboarding email sequence? Links: Quotes from Samar Owais: “Until and unless your users are not using your app, it doesn't matter whether they're paying for it or not. You are failing at the one thing that you were set out to do, which is solve the problem.” “We need to onboard with retention in mind.” “Email is often used as a marketing tool, but it is a communication tool.” “Email journey is an entire ecosystem. For SaaS companies, you need to map out every customer touch point and then just focus on them.”
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AMP 254: How Marketers Can Know They’re On the Right Path With Carolyn Lowe From ROI Swift
09/28/2021
AMP 254: How Marketers Can Know They’re On the Right Path With Carolyn Lowe From ROI Swift
Marketers struggle with the fear of focusing on the right things and doing things the wrong way. However, there are ways to use, gather, and apply data to get on the right path to generate a return. Today’s guest is Carolyn Lowe, Founder and CEO at ROI Swift and author of Business Growth Do’s and Absolute Don’ts. Carolyn talks about how to use the right data to make the right decisions. Some of the highlights of the show include: Paid Platforms: Amazon, Facebook make a profit and ad dollars go up in flames Margins for Error: Marketers have more leeway at big businesses hiring experts Isolation vs. Network: Compare performance to know if you’re missing something Self-Doubt: Lack of confidence can corrode team’s ability to be successful eCommerce/Marketing Strategy: Test, iterate, tweak to measure and manage Business Growth Book: Get basics right and scale core values for positive path Brands: How are you different? Break through noise to sell a story, sell a product Quantitative/Qualitative Research: Get to know your customer base via surveys Best Metrics: Prove what marketers are doing is working or not to be profitable Links: Quotes from Carolyn Lowe: “I like the idea of outsourcing the expertise when you’re small because you can’t know everything.” “When you’re always self-doubting, it’s really hard to move forward. We used to always say, ‘If you can measure it, you can manage it.’” “I’m all about test, iterate, and tweak.” “It starts and ends with the customer.”
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AMP 253: What Marketers Need to Know About Gender Equity in the Workplace With Ashley McManus From Smart Eye
09/21/2021
AMP 253: What Marketers Need to Know About Gender Equity in the Workplace With Ashley McManus From Smart Eye
What do marketing leaders and teams need to know about gender equity in the workplace? Make it a priority to be a great communicator, highly effective, and flexible to drive change. Today’s guest is Ashley McManus, Senior Director of Global Marketing at Smart Eye. She is a tech startup marketing leader with extensive expertise in inbound marketing. Her thoughtful branding and organized approach to execution resulted in acquiring the tech startup, Affectiva. Ashley is able to break down challenges, come up with creative solutions, and drive results quickly within budget. She combines strategic thinking with tactical execution, analyzing problems, and identifying steps to results by being adaptive and resourceful. Also, Ashley designs strategies for tech companies to position them as industry thought leaders. She does this by deliberately creating high-quality content that resonates with their target audience and is in line with their vision. Some of the highlights of the show include: Equity vs. Equality: What’s the difference and distinction between genders? Imbalances: Promote gender equality by empowering women to be equal COVID Impact: Why gender equity in the workplace is a concern for everyone Diversity of Views: Output isn’t as helpful when everyone looks/thinks same way Marketing Role: Customer targeting and company representation, reputation Positive Benefits and Negative Effects: People talk, culture misfits, and churn What can women do to get unstuck? Who do they talk to be hired and promoted? Gender equity from the ground up: Create inclusive hiring practices Simplify job requirements Don’t ask for salary history Candidates should meet diverse interview panel Build enabling human resources department Allow autonomy to be accountable (flexible hours, remote work, etc.) Give recognition, encourage visibility, and advocate for yourself Links: Quotes from Ashley McManus: “Equality between men and women, it doesn’t mean that men and women have to become the same. But it’s just that their rights, responsibilities, opportunities, they don’t depend on whether they are born male or female.” “Gender equity - that means fairness. Fairness of treatment for men and women according to their respective needs.” “Equity really leads to equality.” “Women are responsible for, I think, 70 to 80 percent of customer purchasing.”
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