The Marketing Essentials Podcast: Recent Episodes
The Marketing Essentials Team
Question: What happens when you put three enthusiastic marketing professionals in one room? Answer: Endless discussion about the importance of GOOD marketing for business owners, inside tips, and industry knowledge. When Bill Parmentier, Justin Kerr, and Alicia Piazza got together in the later part of 2017, they decided the wanted take their conversation and share their professional marketing tips with local businesses!
Have you been to a gourmet donut shop lately? If so, it's likely you dished out more for your tasty treat than you would at your local gas station for a sticky bun in a plastic bag.
While there is something to be said about the quality of a product or service, attracting customers who will pay more starts with making sure they perceive your business correctly, and that can only be done through investing your brand.
No matter what type of business you run, your website will always have a place in your sales process.
Whether it’s a way for referrals to contact you or having someone sign up for your newsletter, without an updated professional website, you’re missing out on truly scaling as a business.
On today’s episode we provide simple and practical examples on how you can turn your website into a lead generation tool, with content, analytics, and proper call-to-actions.
There is no denying that video can be a powerful tool. But like every tool, if you're not using it correctly, you're not going to get the desired results.
On this podcast we speak with John Antonacci, CMO of Gannon & Scott, a precious metal refining company located in Rhode Island. John shares his vast experience using video as an integral part of his marketing strategies and how it has helped him speak to specific audiences at every stage of the buyer's journey.
John follows the "Hero, Hub, Hygiene" philosophy when creating video. Listen and learn how you can implement this philosophy, plus pick up several bonus tips on simple video tools you can use instantly.
“My favorite video marketing campaign involved dressing a dude up in a textbook costume.”
From Snap to Insta, there are a lot of social media options out there. On this episode we discuss which ones you will really need to move the needle for your business.
From the basic functionality of each channel, to the audiences on each platform, and things to consider when selecting your social media marketing channels. (Bonus: creative ways to use Instagram marketing for almost any business).
Social media is the vehicle that will bring you to your clients. And just like cars, there are many things to consider before committing. Shop smart and choose wisely.
Every business has a story to tell, but it is not an easy task to complete.
Consumers want a brand they can connect to, a brand that they know, like, and trust. And there is no better way to do this than through the power of story.
On this podcast content marketer and master storyteller, Nikki Groom, shares with us practical tips on how you can create your story.
If you're using Instagram to market your business, you'll need an image strategy beyond just “post and pray.”
Instagram has 500 million daily users, all of them searching for the next perfectly-curated-image-dopamine-hit. And your brand is not going to capture their interest if it’s not represented in the best possible light.
On today's episode we'll talk about five things to consider when preparing your images.
Have you ever thought about starting your own business, but still need some help on how to get started?
Well, the stars have aligned!
This week we talk to James Kwon, founder and CEO of Figmints Marketing Agency, and also a veteran at starting businesses (he has NINE founded businesses under his belt). James outlines his fundamental 7-step process to starting your business and makes it achievable, not overwhelming.
Start, Scale, Thrive with these 7 actionable steps to real growth and revenue.
Social media is a crowded and fast moving place. In fact, the average social media user each day scrolls the height of the Statue of Liberty! Needless to say, it is getting harder to stand out and grab your customer’s attention.
Your social media visuals should consistently convey the same message and experience for your customer so they know you at glance. In today’s episode, Alicia shares an approach that brands your social media and helps you instantly connect and attract your ideal clients.
If your marketing strategy is "let's throw everything against the wall and see what sticks," you need to develop your brand message.
Your brand message, comprised of your mission, vision, and values, is the foundation of your marketing efforts. Skip the message and your marketing has no heart.
On today's podcast, we speak with Deb Goeschel, "The Message Artist." Deb helps her clients define an on-target brand message and discover their audience for a better bottom line.
An effective logo carries the message of your brand— it should be uniquely you. It should also be part of a well-considered and scalable identity system that supports your brand.
If you think you are getting a “really good deal” on a logo creation, stop and question what you’re really getting. An online logo factory might promise to create a custom logo for you but, without taking the time to get to know you, your company, and your vision, do you really think you are getting a “custom logo”?
Listen to this podcast to understand what goes into creating an effective logo, the process behind it, and how much a logo should really cost.
Branded photography and videography is more than just pretty pictures. It's about consistently telling your brand's story.
People have short attentions spans so, if your social media imagery is not consistently telling your brand story in a quality manner, you’re not top-of-mind.
On today’s episode, we sit down with Pearl Macek, who rolls her ten-plus years of combined experience as a writer, commercial drone pilot, video producer and photographer into one passion: multimedia storytelling.
You’ve heard the phrase a picture is worth a thousand words but, in marketing, the right picture can be worth a thousand clicks (or a new client). Images are usually the first thing people see and they provide an emotional hook for the viewer so it pays to have the right images for your marketing.
On today’s episode we discuss the value of custom photography in your marketing, when (and when not) to consider using stock photography, and what to know if you decide to take your own photos.
So often we forget to ask, “How does my business make people FEEL?”
In a world where we make buying decisions based on emotion, the way our brand makes someone feel is absolutely important. It can be the main differentiator for your business in a crowded market place and make your brand feel authentic.
In this week's podcast we speak with Minling Chuang, a Brand Soul Activator and expert on how you can bring feelings into your brand.
What separates you from your competition and tells your audience who you are, what you do, and why it matters?
Your Unique Value Proposition (UVP). And it’s an essential part of your marketing.
Your UVP will appeal to your target audience, helping you attract ideal customers and differentiate your business from the competition. Without a UVP, you’re marketing to everyone and attracting no one.
This podcast is a starting point and guide for your UVP. Justin Kerr shares some of his favorite brand UVPs and what you should consider when creating one for your business.
Believe it or not, you can attract more ideal clients when you move away from being the lowest-priced option. As business owners, one of the biggest challenges we face is how to price ourselves. Wouldn't it be nice to charge more than your competitors and still attract the right clients?
On this episode, we speak with Lisa Raiche, an unconventional CPA by design, to learn how “Value Pricing” can work in any business and help you charge more than others in your industry.
Hint: It's more than just raising your rates. And not surprisingly, pricing yourself relates back to your marketing many ways!
Without a doubt, you show up to work or a business meeting taking your professional appearance into consideration. But have you considered how are you showing up professionally online?
Your headshot is the first look your prospects will have of you and, with the rise of social media and online networking, having a polished and well-done headshot is a must. It may seem like a small part of your networking and marketing, but a good headshot plays a big role.
What does your headshot say about you? How can you improve your headshots? Can you do your own headshot? On this podcast, we discuss what exactly goes into the making of a good headshot.
Every business knows they need a website, but just having one is not enough to grow your business. Your website needs to be a marketing asset that converts traffic into clients.
On today's episode we talk to Melvin Figueroa, a website expert, who shares his tips on how your website can be optimized and designed with your target audience in mind.
Listen and learn how to use your website as a sales tool to attract, inform, and engage new leads.
Find out what matters to your customers and you can be what matters to them.
Knowing what your customers really want will help you create unique selling points, differentiate yourself in the market place, and most importantly, help you ATTRACT MORE CUSTOMERS.
On this podcast Bill, Alicia, and Justin provide four systematic steps to help you find out what truly matters to your customer.
What does branding have in common with photography and mindfulness? Authenticity.
On today’s Marketing Essentials Podcast, we speak with Kim Fuller, a professional photographer and mindfulness expert who helps entrepreneurs reveal their authentic self in order to engage and build trust with their clients.
At the risk of blowing our own horn (and we’ll keep it soft for those recovering from New Year’s Eve), we produced some great podcast episodes in 2019! Over the course of 12 months, we discussed every marketing topic under the sun, interviewed some amazing guests, and told more than our share of corny jokes.
It would be an almost impossible task to pick out our favorite episodes from last year but we rose to the challenge and each of us selected a single episode that stood out from among the rest.
On today’s episode we reveal the winners (and why) and play some clips from those shows. Give a listen and see if you agree with our picks!
Make your New Year's resolution early: create a marketing strategy for the future of your business. In this episode Bill, Alicia, and Justin weigh in on new marketing trends so you can prepare your business for success in 2020 and beyond.
With three different areas of expertise, and three different points of view, this podcast is 30 minutes packed full of insight!
If your social media is falling flat, there’s a chance you're not truly and authentically bringing your brand to social media.
This is the final installment of our three-part series on branding. You may have a logo, a website, and a weekly blog. You may have even spent money for professional photography. But how are you showing up and branding yourself on social media?
Let your customers know who you really are, attract new business and grow by letting your brand voice speak on social media!
Your company's imagery should accurately reflect your brand and your personality. It should tell a visual story that resonates and attracts your ideal audience. You don't need a Hollywood-sized budget to create authentic photography and video to reveal your unique personality to the world, but you do need understand your brand and develop a strategy.
In today's episode, part two of a three-part series, Bill explains why authentic brand imagery is critical to your business and your bottom line.
If you think developing a logo and a style guide is creating a brand, you’re mistaken. In order to create a true brand, you must go beyond the visuals.
In this podcast, part one of a three part series, Justin outlines the key elements of a strong and authentic brand that will add to your bottom line and attract ideal clients. Learn how your mission statement, vision, voice, and other elements make up your true brand.
Want to land bigger and better clients in the B2B world? Then you may need to go the extra mile with your marketing. Expand your efforts beyond endless cold calls and sales emails. Make the experience for your prospects personal and meaningful by incorporating Account Based Marketing (ABM).
In this podcast, we discuss how ABM can bring you new business, make you stand out from your competition, and help you reach the right clients.
SEO is not a breakfast cereal. It’s the key to be being found on the web. Simply building a website does not guarantee that someone can find you when they do a Google search; you need to optimize it first.
Today we speak with Will Smith (no, not the rapper turned actor), a local SEO expert who’s been building and optimizing websites since 2010. He shares three ways to drive more business to your website by making it easy to find.
If you don't think drone videography is right for marketing your business, then think again!
As drones become ubiquitous in our everyday lives, there are ever-increasing creative ways to use them for marketing your business. Bill Parmentier shares with us several common (and not so common) marketing uses for drones and explains how they can help your business reach new heights and gain a competitive edge.
Have you ever considered writing a book? As a business owner, publishing a book can differentiate your brand and build your credibility.
On this podcast we sit down with Steven Porter, owner of Stillwater River Publications in Pawtucket, RI. For years, Steven has been helping individuals bring their dreams of writing a book to fruition. His systematic approach and services as a publisher make the process accessible for those who are committed to becoming an author.
Listen to this week's podcast to learn how becoming an author is more attainable than you may think.
Every business has a brand, but what sets yours apart is incorporating the unique parts of yourself into your brand and allowing yourself to be more authentic.
On today's podcast, learn what being a pirate has to do with becoming more authentic, original, and consistent. We discuss how to bring your personality to your brand and engage with your ideal audience.
It’s not a matter of IF a public relations crisis will occur, it’s a matter of WHEN. In today’s episode, we talk to Betty Galligan, founder and president of Newberry Public Relations & Marketing, and a PR and crisis management expert.
A public relations situation for a business can range from a workplace accident to a public event gone wrong. But even small incidents, when not handled correctly, can have a big effect on your bottom line.
Betty shares three crucial steps that every business owner should take to prepare for a PR nightmare before the you-know-what hits the fan.
It’s time we talk about your online reviews. Studies show that 72% of consumers trust online reviews as much as recommendations from friends and family. So, if you want to compete digitally, you need to consider your online reputation as part of your marketing strategy.
In this podcast we discuss why online reviews matter, how to get more positive reviews, how to deal with negative reviews, or even worse, online trolls.
Embracing your online reputation will help draw in new customers, convert word-of-mouth referrals faster, help you rank higher on search, and put you ahead of your competition.
Content marketing is an effective way to promote your business both online and offline. However, how do you know when to DIY and when to hire a content writer?
On this episode we speak with Aileen McDonough, a content marketer with over 20 years of experience in writing, sales, and marketing, and owner of 3am Writers, a creative communications firm that produces custom quality content for companies all over the world. She explains the role content plays in a marketing strategy, typical best practices for working with writers, and what to expect for content marketing costs and processes.
Aileen provides tips for creating your own content — as well as when to know it's time to hire a professional. If you want to understand more about content marketing and are deciding between DIY and hiring a pro, listen and find out!
Don't get swindled.
It is important that you find a legitimate agency and not a company that added “social media marketing” as a service overnight without any training or experience. But how do you distinguish the difference between a REAL social media marketing company and a “social media enthusiast” or “digital marketing guru” these days?
This episode will detail the questions to ask, the standards to set, and the red flags to look for when you are ready to hire a social media agency
One of the most effective ways to market your business is online, specifically through social media. But you can easily drown in a sea of information, data, tools, and resources. What’s a small business owner to do?
In today’s episode our guest, Suzanne McDonald, throws us a lifeline and shares stories and resources that will help you focus on the aspects of social media marketing that are most relevant to your business.
Not every photographer is the right photographer for you. Hiring the wrong photographer is not only costly and time consuming but can leave you with a bad taste in your mouth from the experience and a final product that is less than adequate.
To select the right photographer for your project and get the best overall outcome there are several elements to consider. Our resident expert, Bill, shares 5 tips for vetting a photographer before hiring them.
Google My Business (GMB) is a FREE and easy to use tool but it’s often overlooked when talking about online search. By creating a complete Google My Business profile your business will be:
2.7x more likely to be considered reputable
70% more likely to attract a visit to your location
50% more likely to lead to an online purchase
We talk to Mark Collins, Local SEO Expert and owner of OnWebLocal, about how to create and update your Google My Business page so you can attract more clients.
Engagement and interacting with your audience is the whole point of using social media to market your business. However, it’s easier said than done. If you feel like you’re posting, and posting, and posting, but not getting the conversation going with your audience this podcast is for you!
Alicia shares tips and strategies that will stop your audience from “scrolling on by” and grab their attention. Check out this episode to increase your engagement rates and make the likes, comments, and shares start rolling in!
LinkedIn is the #1 B2B social platform, with 2 million entrepreneurs posting content daily. Are you one of those entrepreneurs? Then you should know that your LinkedIn profile is not a resume, it’s the story of your career and why you matter.
We’ve invited Nicole Eller, co-founder of The Spark Social to teach us how to bring the right people into your LinkedIn story by optimizing your profile. We cover everything from your profile photo, title, introduction, cover image, to strategic endorsements and more!
Stuff we mentioned during the podcast:
Nicole Eller on LinkedIn
The Spark Social
Does your brand 100% truly and undeniably represent YOU? Your business is unique and your brand should be too. But developing an authentic brand requires a strategic process and working with a professional.
In this podcast we learn how Justin brought a face (literally) to Bill's brand. While other photographers remain behind the camera, Justin found a way to make Bill stand out from the crowd.
Stuff we mentioned during the podcast:
Justin’s presentation for Bill’s brand (mp4)
Justin Kerr Design
W. Parmentier Photography
In Tuni Schartner's experience as the RI Economic Gardener, guerrilla marketing is "making the most out of the least."
In this week's podcast, Tuni shares how she strategically marketed Innovate Newport, a large scale office and co-working project, with a very limited marketing budget. From building your relationships in the community and to grass roots outreach to taking advantage of marketing resources right in your community you can use guerrilla marketing tactics to grow your business!
Stuff we mentioned during the podcast:
Find Tuni on LinkedIn
TS Consulting
The Hive RI
Innovate Newport
Bonus Material for subscribers:
Tuni’s list of favorite marketing books and other educational resources (PDF)
(available only to MET Podcast subscribers, see button below)
All of us have left trade shows with a bag of cheap pens, magnets, and stress balls; many of which end up in the trash and forgotten. But what if you could give a few select clients (or that dream client you’d love to work with) a quality gift that they would appreciate and value?
Bob Salvas joins us for this episode to explain how to balance your digital marketing with a tangible gift that puts your brand in front of the right clients and affects them in a deep and meaningful way (without breaking your budget).
Stuff we mentioned during the podcast:
Bob Salvas Consulting
The Endowment Effect: 7 Ways to Use It to Boost Your Conversions
Ready to launch your own podcast? We can help!
A mission a statement is not a bumper sticker. It’s a carefully crafted statement that can help you:
Connect with the right audience
Find more ideal clients
Attract right-fit employees who buy in to your company’s philosophy
Add revenue to your bottom line
If you haven't take the time to put together a mission statement, don't put it off any longer! In this episode Justin Kerr walks you through how to get started.
Stuff we mentioned during the podcast:
Justin Kerr Design
Answer 4 Questions to Get a Great Mission Statement
Simon Sinek's Golden Circle video
17 Truly Inspiring Company Vision and Mission Statement Examples
Ready to launch your own podcast? We can help!
This week we're giving you the down low on the “STDs” of social media: statistics, trends, & data, of course. Nicole Eller of The Spark Social shares her insight from inside the industry. Learn about new statistics, hot trends, and the data to back it all up. Ramp up your social media strategy for summer 2019 with this podcast!
Stuff we mentioned during the podcast:
9 Mind-Blowing Influencer Marketing Statistics
The Spark Social on Facebook
Nicole Eller on LinkedIn
Bonus Content:
Nicole’s complete list of Social Media Marketing Stats, Trends, and Data (PDF)
(available only to MET Podcast subscribers, see button below)
Want to launch your own podcast? We can help!
We may be a bit biased but we think podcasts are here to stay! With 44% of Americans listening to podcasts, it’s a great way to educate and market to your target audience.
Can a podcast help you grow your business? We think so.
But there are elements you should consider before launching your business podcast. The Marketing Essentials Team has learned a lot on our podcasting journey — and in this 2-part episode we share the dirt so you can benefit from our mistakes.
Stuff we mentioned during the podcast:
The Meteoric Rise of Podcasting (2019 stats)
Lil’ Rhody Marketing Support Group
Want to launch your own podcast? We can help!
We may be a bit biased but we think podcasts are here to stay! With 44% of Americans listening to podcasts, it’s a great way to educate and market to your target audience.
Can a podcast help you grow your business? We think so.
But there are elements you should consider before launching your business podcast. The Marketing Essentials Team has learned a lot on our podcasting journey — and in this 2-part episode we share the dirt so you can benefit from our mistakes.
Stuff we mentioned during the podcast:
The Meteoric Rise of Podcasting (2019 stats)
Lil’ Rhody Marketing Support Group
Want to launch your own podcast? We can help!
If your a small business owner don't be intimidated by Facebook and Instagram data, learn how to use it! Alicia and the rest of the Marketing Essentials Team will show you where to find your FB and IG data, explain how to interpret it, and learn who your audience is and what resonates with them. In just 15-20 minutes per week you can be on top of your FB and IG data and supercharge your social media marketing!
We're taking the discussion this week offline and outdoors to learn about 'Out of Home Advertising' with Bethany Sullivan of Lamar Advertising. From billboards to bus shelters, new updates to the industry can make your ads interactive, real time, and incorporate digital and social media tactics.
Bethany explains what you need to know when considering an outdoor ad or billboard and how you can effectively create an outdoor marketing campaign. Learn abut the new trends in the industry, and how Lamar is getting specific (and maybe a little creepy) about tracking the results and ROI on outdoor ads.
Stuff we mentioned during the podcast:
Top 5 out-of-home advertising trends (Marketing Dive)
Lamar Advertising
Connect with Bethany on LinkedIn
With 1 billion users every month and 4.2 billion “likes” per day, Instagram is one of the fastest growing social media platforms.
It may seem like Instagram is THE social media channel that your business needs to be on. But is Instagram the right choice for your business? What should you post? How often should you post? What are the 'instant' effects you can expect by marketing your business with Instagram?
On today's podcast we answer all these questions and more. Bonus material: Justin creates his first Instagram 'Boomerang'! (if you don't know what a Boomerang is or how to use it, this podcast is a MUST for you!)
Stuff we mentioned during the podcast:
The Spark Social (Alicia’s agency)
22+ Instagram Stats That Marketers Can’t Ignore This Year
Want to launch your own podcast? We can help!
You might think that unconditional love is an unusual value for a small business but, couple that with a growth mindset and finishing strong, and you have the brand story of Rent Sons, a Rhode Island-based business serving the local community by providing odd job labor like moving furniture, painting, and landscape work.
Rent Sons' brand story starts with Pat Brown, the CEO and "first son" of what has become one of the fastest growing small businesses in Rhode Island and SE Mass. We sat recently with Pat as he told us about discovering his "why", setting aside a highly successful career in the entertainment business, and launching his "big crazy idea" of forming a community of workers (sons and daughters) to help them develop job skills and build relationships.
Stuff we mentioned during the podcast:
Rent Sons
Rent Sons on Facebook
From Pat’s Recommended Reading List:
Principles: Life and Work by Ray Dalio
Shoe Dog: A Memoir by the Creator of Nike
In a few years, video will dominate online marketing. Video is an incredible way to market your business and Facebook Live is an easy way to get started for small business owners and entrepreneurs. It’s fresh, it’s live, and it adds authenticity to your brand. On this episode we talk about the benefits and offer some guidance to help you overcome stage fright and become a Facebook Live rockstar!
Stuff we mentioned during the podcast:
Contact us to get access to our Facebook Live Challenge video series
See who’s doing a Facebook Live right now!
Inexpensive microphones and tripods for recording Facebook Live videos
Lil’ Rhody Marketing Support Group
If you’ve ever considered using specialty packaging to enhance your marketing and make a lasting impression with key clientele, you will definitely want to listen to this episode. We’re joined today by Judith Sheehan and James Lucey from Taylor Box, which has been creating award-winning packaging right here in Little Rhody since 1885!
James and Judith walk us through some of the design and manufacturing process but, more importantly, they explain how businesses of all sizes can leverage the value of specialty packaging as a targeted, unique, and memorable marketing tactic.
Stuff we mentioned during the podcast:
Taylor Box website
Taylor Box on Instagram
The story behind Taylor Box’s award-winning Gosling Papa Seal package
Bonus Content:
James and Judith show off some of Taylor Box’s award-winning packaging (video)
(available only to MET Podcast subscribers, see button below)
Ready to launch your own podcast? We can help!
With all of the attention that digital marketing receives (websites, social media, email) it’s easy to overlook the value of print marketing. But successful multi-channel marketing should always include some print materials. On today’s podcast, Justin Kerr reveals the value of haptics (the science of communicating through touch), provides evidence that people assign more value to printed marketing, and explains how to leverage print to get your audience’s attention.
Stuff we mentioned during the podcast:
Justin Kerr Design
Innovation in the Print Sector and the Role of Haptics (Longo)
Paper Beats Digital In Many Ways, According To Neuroscience (Forbes)
Ready to launch your own podcast? We can help!
Email marketing is not new but it is still an effective marketing technique. In fact,"email generates $38 for every $1 spent, which is an astounding 3,800% ROI, making it one of the most effective options available."(DMA National Client Email Report)
Michelle Girasole, a Constant Contact Solutions Partner and email marketing whiz since email was a thing, joins us on the podcast and shares industry tips on getting started and maintaining an email strategy. Stay out of the spam box and skyrocket your open rates with these email marketing best practices!
Stuff we mentioned during the podcast:
Constant Contact (email marketing software)
Email has an average ROI of $38 for each $1 spent (DMA National Client Email Report)
Fresh Rebellion (Michelle’s events, promotion and advertising firm)
Bonus Content:
Michelle Girasole’s 5 Keys to Email Marketing Success(PDF)
(available only to MET Podcast subscribers, see button below)
Ready to launch your own podcast?
We can help with our podcast production services!
On today’s podcast we let our team podcast producer, Bill, loose to share all things tech! It’s 30 minutes of valuable (and mostly free) tools that will have you on your way to being the next tech geek.
Want to DIY your video editing and upgrade your audio files? Or create a professional visual appearance through photos? This podcast is for the marketer who wants to do these things but doesn't know where to start! Bill shares behind-the-scenes elements and the tools you need to make your marketing work before you go to publish!
Stuff we mentioned during the podcast:
Adobe Creative Cloud
Snapseed (app for photo editing)
GIMP (free image editing software)
Adobe Elements (simplified image and video software)
Audacity (free audio editing program)
Open Broadcaster Software (free video production software)
Smoove (hand-held gimbal for iPhone videos)
Theta V 360 camera (360 degree view camera)
Blue Yeti microphone
Ready to launch your own podcast? We can help!
As the Marketing Essentials Podcast celebrates our one year anniversary, we talk about our favorite moments, memorable guests, and some things we’ve learned since beginning our podcasting journey. As always, the discussion includes our favorite places to eat in Lil’ Rhody. Come hang with us as we reminisce, tell stories, and talk about some future ideas for the podcast!
Stuff we mentioned during the podcast:
Our favorite episodes:
Bill: 043 - Marketing Little Rhody by Bringing History to Life
Justin: 034 - Does your business have a relationship with the community?
Alicia: 027 - Being an Agent of Change in a Family Insurance Business
Alicia’s Awful Awful Adventure (video)
MET Webinar promo video - blooper reel
An entire day of podcasting in 1:23 (video)
Marketing Essentials New Podcast Services
Hosting a successful event is more than filling a room — it’s a memorable and impactful experience. This week we speak with event marketer, Patsy Culp, who helps purpose driven entrepreneurs deepen their client connections through extraordinary event experiences. Her tips and industry expertise will help you turn your event attendees into a powerful marketing tool: walking testimonials.
So often when hosting an event we become obsessed with the logistics or filling seats, instead of what really matters. Listen in to this podcast to learn how to take a holistic approach and use your next event as part of a long term goal and an extension of your brand.
Stuff we mentioned during the podcast:
And Celebrate
And Celebrate on Facebook
Lil’ Rhody Marketing Support Group
Are you a graphic designer? A design geek? Or a small business owner with a DIY streak for doing your own design? Well, you’re in luck! In today’s podcast our resident design and branding expert, Justin Kerr, shares his favorite design and productivity tools.
Stuff we mentioned during the podcast:
Justin Kerr Design
See Justin’s sketches for the ABLEx branding project
Favorite design tools: UXPin, Smartmockups, Google Fonts
Favorite organizing and productivity tools: Basecamp, Toggl, Chill
Favorite inspirational sources: Medium, Wired, Brand New
Bonus Content: Justin’s complete list of favorite DIY design and productivity tools(PDF)
(available only to MET Podcast subscribers)
Most businesses already have dozens or hundreds of sales leads who are ready to buy — their current customers — but many businesses don’t know how to leverage their customer email list to increase sales. Ed McDonough, a local email marketing expert, explains how to increase sales through the “DORO” process (delivery, open, read, outcome) and gives us a peek into his proprietary email marketing platform, Quantum, which provides a high rate of return for his clients.
Stuff we mentioned during the podcast:
ECE Marketing Services
The Ultimate Guide to Split Testing Your Email Campaigns (OptInMonster)
Bonus Content: A Deep Dive Into the Quantum Email Marketing Platform(PDF)
(available only to MET Podcast subscribers)
A #MarketingFail can be costly, embarrassing and at times, devastating for brands and companies. (Anyone remember Rhode Island’s own “Cooler, Warmer” campaign?). This week on the podcast we cover some cringeworthy big brand marketing fails. Hashtag mix-ups, off-color humor, branding disasters, and costly social media contest are just some of the topics we highlight.
So how do you avoid letting your marketing campaigns go to $h!%? Listen in as the Marketing Essentials Team helps you understand what can (and does) go wrong with marketing campaigns in today’s digital world so that you can avoid the same mistakes.
Stuff we mentioned during the podcast:
HRI chief marketing officer resigns after 'Cooler & Warmer' debacle (WPRI)
Facebook promotion of Timothy’s coffee brews social media backlash
Cultural epic fails: brands gone wrong, and what brands can learn from KFC, Mercedes Benz and Pepsi
Lil’ Rhody Marketing Support Group
Whether you’re a small business owner who likes to DIY your social media, or a social media agency looking for some time-saving tools to better service your clients this podcast is for you! Our resident social media maven, Alicia Piazza of The Spark Social, gives us her list of top ten tactical (and mostly free) tools for social media success.
Stuff we mentioned during the podcast:
The Spark Social (Alicia’s agency)
5 Simple Steps to Getting Started with Google Analytics
How to Get Started Using the Facebook Pixel
Sprout Social (social media management software)
Bonus Content: Alicia’s 10 Tactical Tools for Social Media Success (PDF)
(available only to podcast subscribers)
Do you feel like you are crossing your fingers and hoping that your marketing works? If so, it could be that your company is missing the essential marketing element of brand storytelling. A good brand story makes you distinctive; but how can your company move beyond a name and a logo and craft a unique story that resonates with clients and prospects?
This week, we meet with James Kwon, owner of Figmints marketing and branding agency, to learn why crafting a compelling brand story can make the difference in growth and sustainability for your company.
Stuff we mentioned during the podcast:
Figmints
James Kwon on Instagram
Bonus Content: 14 Questions to Ask When Crafting a Compelling Brand Story(PDF)
(available only to MET Podcast subscribers)
How do you market historic people and periods in an engaging and compelling way? Bring them to life! The Marketing Essentials Team jumps in the wayback machine this week with John McNiff, native Rhode Islander and historical reenactor. John has been bringing historical figures to life since 1974 and loves educating the public about people like Roger Williams and William Blackstone. If you love a good story you’ll want to tune in to this episode.
Stuff we mentioned during the podcast:
John McNiff on Facebook
A Lesson in R.I. history: An hour with Roger Williams (Providence Journal)
Students to Retrace Roger Williams’ Footsteps in England (RWU)
Free Men of the Sea (pirate reenactment group)
This week we invite The Designer CPA, Peter Lang, on to our podcast to discuss a counter-intuitive way to approach your marketing & brand position: developing a niche. Niche marketing is offering products orservices that appeal to a small, specialized section of the population. Through niching, Peter went from the “boring CPA” (his words!) to the specialized, laser-focused “CPA for Creative Designers” and realized tremendous growth in his business.
Can you apply niching to your business? What does this mean for your marketing? And will the act of excluding certain types of customers and clients, actually INCREASE your business? Listen to our interview with Peter to find out!
Stuff we mentioned during the podcast:
The Designer CPA
How to Find a Niche Market and Make It Your Own
Lil’ Rhody Marketing Support Group
Print advertising is on the decline and we are becoming a paperless society. Linkedin connections can be made in an instant and emails can be exchanged on our phones. It seems that everything about marketing and making connections is changing on a daily basis.
So you have to wonder... will the classic business card be retired soon? Is it still a necessary part of your marketing?
Stuff we mentioned during the podcast:
Haptics: The Science of Touch
How to design a business card: 10 top tips
Justin’s favorite business card vendor: Moo.com
Lil’ Rhody Marketing Support Group
Networking is essential to grow your business, but if it gives you cold sweats just thinking about it that’s understandable. Walking into a room of strangers to introduce yourself, make small talk, and connect with other business professionals can be downright intimidating!
No one wants to be the person standing alone, checking the weather on their phone for the 10th time that night. Everyone wants to be “that person” who seems to glide into group conversations with confidence and ease. But how do you become a better networker?
This week we talk to Bob Salvas, Rhode Island networking veteran turned networking teacher. Bob has spent years on the networking circuit and has turned his natural talent and ability to make connections into a workshop. He shares some of his top tips and advice so you can become a networking rockstar!
Stuff we mentioned during the podcast:
Bob Salvas Consulting
Bonus Content: Networking for Success Checklist (PDF)
(available to MET Podcast subscribers)
If you feel like your social media marketing efforts are not paying off, it could be that a social media pitfall is to blame. However, think of it as a slump and not a curse. You can break the pattern and find social media marketing success. This week we join Nicole Eller, of Ginger Green Marketing, and discuss the ultimate pitfalls of social media marketing and what to do differently.
Stuff we mentioned during the podcast:
What is a Social Media Algorithm?
Airtable Social Media Presence
What is News Jacking?
Goldfish’s tweet reply to @liildweeb
Oreo Wins the Super Bowl of Social Media
Lil’ Rhody Marketing Support Group
Real estate photography done right has a huge pay off. It will increase the asking price of your home, get you more showings, and move it off the market faster!
In this episode, we discuss marketing a home with proper listing photos. Our resident photographer Bill explains how to DIY it, and when you should just hire a professional. His invaluable photography tips are true SELLING points on why good photography is always a marketing necessity.
Stuff we mentioned during the podcast:
100 Bad Real Estate Photos
Lil’ Rhody Marketing Support Group
Social media is a great venue for showcasing your business and giving you an opportunity to speak to your audience. However, if you feel like you are running out of ideas for posts, it can be tough. Here are 9 creative social media post ideas that you can plan out on your calendar, reuse, and get your creative juices flowing!
Stuff we mentioned during the podcast:
Airtable: online database for organizing your social media content calendar
HootSuite: manage all your social media in one place
Buffer: schedule posts, analyze performance, and manage all your accounts in one place
Sprout Social: social media management software
Bonus Content: 9 Types of Social Media Posts Checklist (PDF)
(available to MET Podcast subscribers)
Small businesses that frequently publish compelling blog content experience 126% lead growth over small businesses that don’t. However, coming up with ideas for blog content can be challenging and intimidating so we sat down with Chloe Deiulis, Head of Content Strategy at Reward Gateway, to discuss her sources and methods for generating valuable marketing content.
Stuff we mentioned during the podcast:
Reward Gateway
Chloe Deiulis on LinkedIn
Lil’ Rhody Marketing Support Group
Many local non-profits don’t take advantage of digital marketing tools such as social networks and smart phone apps. Lev Poplow, a RI-based communications and development consultant, talks about how he helped a local non-profit increase their social media audience by 7900%, bring attention to the stories of Rhode Island holocaust survivors, and champion an anti-hate message for all people.
Stuff we mentioned during the podcast:
Lev Poplow on LinkedIn
The Sandra Bornstein Holocaust Education Center
The Rhode Island Holocaust Memorial
RI Holocaust Memorial App (iTunes)
Lil’ Rhody Marketing Support Group
Cause marketing is a way for small business to be socially responsible and connect with the community. We invited three small business owners, Kara Daniello, Adam Rizzo, and Steven Hipolito, to tell their stories and explain how they’re reaching beyond selling a product or a service to connect with the community around them.
Stuff we mentioned during the podcast:
Adam Rizzo - 1 800 Water Damage of Rhode Island
Kara Daniello - Four Echoes at Grist Mill Pond
Stone Coast Community Church
Steven Hipolito - Silver City Limousine
Steven Hipolito’s video that went viral
Lil’ Rhody Marketing Support Group
What marketing trends does 2019 hold in store for your small business? Bill, Alicia, and Justin discuss chatbots, artificial intelligence, augmented reality, and other trends coming in the next year. When you’re done listening to today’s episode check out the plethora of resource links below!
Stuff we mentioned during the podcast:
Google My Business Profile
The Complete Guide to Chatbots (Sprout Social)
Google Assistant makes a salon appointment (YouTube)
Snapchat, Instagram Stories, or Facebook Stories—Which is Right For You? (HootSuite)
Airbnb diversifies their brand image with custom illustration
What Will Be the Next Big Thing in App Design for 2019? (Line25)
Using podcasts as marketing tools will increase in 2019
Augmented Reality Photography Apps
3 Video Trends Shaping the Future of Digital Media (Adweek)
With so many social media channels to choose from how do you decide which one is the best fit for your business? We put that question to our podcast guest, Nicole Eller of Ginger Green Marketing. We also discuss the basic uses for each social media channel, some new developments such as Instagram Stories, and which social media platform will make the biggest moves in 2019.
Stuff we mentioned during the podcast:
Ginger Green Marketing
The Ultimate Guide to Instagram Grid Layouts (Business 2 Community)
Instagram Stories: What They Are and How to Make One Like a Pro (HubSpot)
Twitter tips for small businesses (Sprout Social)
LinkedIn Changes: How to Prepare for 2019 Trends (Weidert)
Lil’ Rhody Marketing Support Group
Webinars are a great way to market your business and establish expertise with prospective clients. You’ve already identified your target audience and selected a topic, so what’s next? In today’s episode we discuss the nuts and bolts of putting together an effective webinar.
Stuff we mentioned during the podcast:
Webinar recording software: OBS Studio, Zoom, GoToWebinar
Email programs for webinar promotion: MailChimp, Constant Contact
The mics we use for our podcast: Audio-Technica AT2020 Studio Microphone
Lil’ Rhody Marketing Support Group
Bonus Content: How to Create a Webinar: Checklist for Success (PDF)
(available to MET Podcast subscribers)
Nothing connects better with potential customers than a good story. You may not think your business has a story to tell but a public relations expert like Mark Berger of Berg’s Eye Communications can get to the heart of your message (the who, what, and why) and help your organization get the recognition it deserves in local and regional publications.
Stuff we mentioned during the podcast:
Berg’s Eye Communications (website)
Berg’s Eye Communications (Facebook)
Lil’ Rhody Marketing Support Group
“I tried Facebook ads once but it didn’t work” is the marketing equivalent of, “I went to the gym once but it didn’t work.” Getting the most out of Facebook ads is today’s topic and our resident expert, Alicia Piazza, explains the difference between boosting and budgeting, how to target your audience, and setting your expectations for results. So whether you’ve tried Facebook ads once or are a complete newbie to the world of paid social media advertising you don’t want to miss this episode!
Stuff we mentioned during the podcast:
Podcast 012 - Tips for the Social Media DIY'er
How To Build Buyer Personas For Better Marketing
Facebook Text Overlay Tool (measures proportion of text/image in your FB ad)
Lil’ Rhody Marketing Support Group
Bonus Content: 4 Rules to Follow When Using Facebook Ads (PDF)
(available to MET Podcast subscribers)
Riddle me this: what is the most effective way to attract new customers to your business and create a loyal following on your social media channels? If you’re Byron Delmonico, owner of The Riddle Room, it’s through contests and direct customer interaction on your Facebook page. The Marketing Essentials Team recorded this episode from inside one of Byron’s elaborate riddle rooms as we discuss his unique brand and how he engages The Riddle Room’s loyal fan base.
Stuff we mentioned during the podcast:
Riddle Room website
Riddle Room on Facebook
Google Analytics for Beginners
The Facebook Pixel
Learn about Chat Bots
Bonus: Marketing Contests: A Checklist for Success
(available to MET Podcast subscribers)
What happens when you take a local insurance agency languishing in traditional print and TV advertising and infuse it with progressive marketing tactics like social media and video? The answer is 30% growth! The Marketing Essentials Team sits down with John Lapointe, second-generation insurance agent and self-appointed marketing director for Lapointe Insurance, to uncover the details of how he made some simple changes that rocketed his family’s company into the 21st century and social media stardom.
Stuff we mentioned during the podcast:
Lapointe Insurance (website)
Lapointe Insurance (YouTube Channel)
Lil' Rhody Marketing Support Group
If you think your “customer” is the person who buys your product or service you’re ignoring more than half your target audience. Ashley Davies Sarji, founder of ABLEx Customer Experience Consultants, enlightens us on how she helps small businesses understand ALL of their customers (employees, volunteers, board members, vendors, etc.) so they can provide the best experience and create a loyal fan base.
Stuff we mentioned during the podcast:
ABLEx Customer Experience Consultants
The moment it all went wrong for Kodak
Lil' Rhody Marketing Support Group
How do you craft a message that will get noticed amid all the modern marketing noise? Good storytelling. The Marketing Essentials team recently sat down with Rich Austin, founder of Speaking of Success, to talk with him about why storytelling is important, what happens when you tell a story, and what makes up a good story. It’s a fascinating interview filled with brain chemistry, protagonists, emotions, and millennials!
Stuff we mentioned during the podcast:
Speaking of Success
Getting Noticed in the Age of Distraction: Storytelling for Business (workshop)
What’s Your Story? (MET Podcast 004)
The story of TOMS Shoes
Apple’s “1984” commercial
Flex Tape commercial
Online design services such as Fiverr, Pixellogo, or Vistaprint might be attractive to a business start-up because of their low price point and fast turnaround time. But, ultimately, these services are just a band-aid solution for your company’s branding and marketing strategy. In this episode of the MET podcast Justin talks about what to be aware of when using an online design service and why working with a design professional to develop your brand and marketing is a better solution that will pay off in the long-term.
Stuff we mentioned during the podcast:
Three Reasons Why You Shouldn’t Pay $5 for a Logo
Stock vs. Custom Logo: A Side-by-Side Comparison
Lil' Rhody Marketing Support Group
What makes the most successful marketing websites, well, successful? Today on the podcast we speak with Chris Butler, Chief Design Officer at Newfangled. Chris has spent the last several years refining a process (dubbed “The Marketing Website Audit”) used for strategizing, designing, and building effective marketing websites.
In part two of our interview with Chris he talks about the most effective ways to persuade your website audience to engage and convert.
Stuff we mentioned during the podcast:
Newfangled
Prospect Experience Design (PX)
Lil' Rhody Marketing Support Group
Bonus: How the Most Successful Marketing Websites Work: The Marketing Website Audit Process
(available to MET Podcast subscribers)
What makes the most successful marketing websites, well, successful? Today on the podcast we speak with Chris Butler, Chief Design Officer at Newfangled. Chris has spent the last several years refining a process (dubbed “The Marketing Website Audit”) used for strategizing, designing, and building effective marketing websites.
In part one of our interview with Chris he walks us through how this website audit process works and how it helps Newfangled’s clients grow their businesses.
Stuff we mentioned during the podcast:
Newfangled
Lil' Rhody Marketing Support Group
Bonus: How the Most Successful Marketing Websites Work: The Marketing Website Audit Process
(available to MET Podcast subscribers)
As the famous old joke goes, “How do you get to Carnegie Hall? Practice.” The same holds true for shooting a promotional video. Other things to consider when creating a successful promo video are storyboards, lighting, audio, and B-roll (no, that’s not a type of sushi). Our video guru and one-third of the Marketing Essentials Team, Bill Parmentier, explains how to avoid some common video pitfalls. Bonus: Check out the blooper reel of our webinar promo video (link below).
Stuff we mentioned during the podcast:
What To Look For When Shooting a Promo Video (PDF)
MET Webinar Promo - blooper video
Lil' Rhody Marketing Support Group
Trade shows and other professional events can be an effective and relatively inexpensive way to market your business. But to be successful you have to do more than just purchase a booth and show up. Susan Lataille, owner of DiscoverYou Events and one of the coordinators of the Ocean State Business Expo, sits down with the Marketing Essentials Team and shares some valuable tips on how to make the most of your next event; before, during, and after!
Stuff we mentioned during the podcast:
13 Secrets for Successful Exhibiting (PDF)
Ocean State Business Expo
DiscoverYou Events
Lil' Rhody Marketing Support Group
So you've decided that you need help developing and executing your business's social media marketing strategy. Should you retain an outside marketing agency? Should you hire a marketing professional to join your team? What about interns? On today's podcast Nicole Eller, from Ginger Green Marketing, joins Alicia and the rest of our team to discuss some of the things you should consider when selecting a marketing professional. That's right, you get two social media marketing experts for the price of one!
Stuff we mentioned during the podcast:
Why Should I Hire a Marketing Agency for My Small Business?
Ginger Green Marketing (Nicole's company)
Custom Marketing Solutions (Alicia's company)
Lil' Rhody Marketing Support Group
If you think ROI is the French version of Roy, don't worry, we speak human on the podcast (most of the time). The question for today's episode is, "How do I know if I'm getting my money's worth for my paid Facebook ads?" Lucky for you our resident social media marketing expert, Alicia, outlines some specific steps you can take to track the effectiveness of your social media marketing dollars and make sure you're reaching the right audience.
Stuff we mentioned during the podcast:
Alicia's Tips - How do I know if my social media marketing is working? (PDF)
Rooms & Works co-working space
Lil' Rhody Marketing Support Group
There's more to a professional photo shoot than just some guy showing up with a camera. To truly understand and appreciate the value of a professional photo shoot you have to consider the reputation and experience of the photographer, equipment and overhead, sets and models, day rates, project rates, and so much more! Bill Parmentier, our resident photo pro, discusses all of this in detail in this episode of the Marketing Essentials Podcast.
Stuff we mentioned during the podcast:
How much does commercial photography cost? (PDF download)
Rooms & Works co-working space
Lil' Rhody Marketing Support Group
There's more than just price to consider when building a website for your business: spending time identifying a target audience, developing a mission statement, and asking the most important question, "what do you want users to do when they arrive on your site?" The Marketing Essentials Team discuss all of these considerations plus website pricing, as well.
Stuff we mentioned during the podcast:
Podcast 008 - Marketing for the DIYer (websites)
Million Dollar Homepage
5 Best Ecommerce Website Platforms
Best DIY Website Builders
Join the team as they discuss the value of investing in social media advertising! Setting key performance indicators can help you track how well campaigns are performing in terms of engagement, branding, and conversions. Learn more about how much you need to budget to see results for your business and achieve a high return on investment.
Stuff we mentioned during the podcast:
Google Adwords
Facebook Business
Rooms and Works
Video marketing is a great tool to connect with consumers and create long term engagement. But I'm sure you're wondering, is hiring a professional worth the cost? Investing in a professional who has the tools, concept planning, and editing expertise can take your brand to the next level! Listen as the team provides insight on the budgeting and steps to consider when investing in a professional shoot.
Stuff we mentioned during the podcast:
Bill Parmentier Photography
Video Cost Calculator
Lil' Rhody Marketing Support Group
Rooms & Works
A logo is a visual ambassador of your brand. By choosing your own unique color palette and typography, a logo can create instant marketing recognition! If you consider a logo as a long term investment, you can develop a successful logo that grows and scales your brand.
Stuff we mentioned during the podcast:
Justin Kerr Design
Hi Road
The vast world of social media can quickly become time consuming and confusing! Luckily, we have social media expert Alicia Piazza to provide tips and resources on how to take back the reigns on your company's social media. The team highlights how to utilize post scheduling, pixels, and Facebook Ad Manager. For Alicia's full list of resources contact us at questions@marketingessentials.team
Stuff we mentioned during the podcast:
Canva
Business Manager
Manta
Cat Howell
Join Alicia, Justin, and Bill as they discuss do it yourself photography tips for the small business owner! Learn how to create an interesting composition that makes a statement about your brand. Bill identifies how to achieve this through tips on lighting, perspective, and rule of thirds.
Stuff we mentioned during the podcast:
Web Ascender
W. Parmentier Photography
Awful Awful
Join the Marketing Essentials Team as they discuss storytelling through imagery with resident photographer, Steve Mason! Imagery is more than just a pretty picture, it gives clients a chance to see the genuine and authentic story of your business. (Hint: think about why you started and the work you do within your community).
Stuff we mentioned during the podcast:
Steve Mason Photography
Leavers Lace
Your social media profile = your brand! Social media is more than just a platform, it is an opportunity to create a lasting engagement with customers. Join the team as they discuss the branding basics of social media, including the importance of emotional connectivity, consistency, and telling a compelling story.
Stuff we mentioned during the podcast:
The Feast Church
Aroogas Route 32
Impact of Video on Facebook
Insta 180
Have you ever wondered if you should build your own website? This dilemma frequently comes up for small business owners looking to grow their clientele. Tune in to hear Bill, Justin, and Alicia weigh in on the important elements to consider beyond technological capability, including budget, experience, and custom functionality.
Stuff we mentioned during the podcast:
Wix
Domain Name vs Web Hosting
Yacht Club Soda
The team sits down with marketing consultant Bob Salvas to discuss the resurgence of direct mail marketing, which many small business owners think became irrelevant in the late 90's. Not only has this traditional form of marketing made a comeback but Bob explains how data targeting has actually helped direct mail marketing get a leg up on digital marketing in many ways. Tune in and find out how leveraging a marketing strategy from the past can help your business grow into the future!
Stuff we mentioned during the podcast:
Millward Brown Print Campaign Analysis (SlideShare)
Paper Beats Digital In Many Ways, According To Neuroscience (Forbes.com)
First impressions are everything
Back to the Future: A Small Business Guide to Direct Mail Marketing
Send Out Cards