Power to the Small Business | Branding / Marketing Plans & Ideas / Social Media / Customer Experience Design / Digital Marketing: Recent Episodes
Jay Ehret
Host Jay Ehret interviews experts in branding, content marketing, digital marketing, social media, email, SEO, mobile, advertising, PPC, website development, customer experience design and more to help you create marketing plans and generate marketing ideas for your small businesses and for medium-size businesses
With only one chance to make a first impression, you're tempted to cram all of your product or services benefits into that small pitch. But instead of bragging, why not reel in your prospects with something unexpected, interesting, and creative? A marketing message is that main line of communication with new customers, so capturing their attention through a message that reflects your personality, gives the customer value, and is unexpected may give customers that so called "love at first sight".
The Dean of Marketing Know-How shares his three "Hitches" to get people to pay attention to your marketing message.
Give people your personality + Add your brand’s promise + be clever and say something that is unexpected
Chapter Five of The Marketing Plan Podcast will guide you through three principles to create the perfect brand message.
Also in this chapter two guests on how to be creative with your advertising. Luke Sullivan, author of Hey Whipple, Squeeze This, and Tom Altstiel, Author of Advertising Creative.
One goal of your marketing plan is to get people to have conversations about you. How do you earn word-of-mouth in the Age of Social Sharing and Connectivity? Special guest Andrea Goulet Ford joins us to earn customer conversations through brand engagement.
In Chapter Four of the Marketing Plan Podcast, it’s time for us to discuss earning the trust and recommendations of your customers. We discuss how to engage your customers, to start the flow of word-of-mouth conversation for your brand.
In Chapter 3 of The Marketing Plan Podcast we will consider the main character of the story the customer. Looking at most business models, we can see that the customer is a target. Something to be captured. Customers are often considered transactions to be acquired, trophies to be won. This is the essence of transaction hunting, but I think that’s running the wrong way.
The goal is an emotional bond between your brand and the customer, this transcends product and service. When you establish this bond, sales happen. And while the key to sustainability and growth is sales, creating a relationship does not come from sales tactics. I believe they arrive through four, simple relationship principles.
Principle 1: Understanding Principle 2: Empathize with Action Principle 3: Give Unconditionally Principle 4: Safety
Chapter 2: Four Questions to Create Your Brand Story
My new show, The Marketing Plan Podcast focuses on transforming your business into the brand you've always dreamed it could be. In Chapter 2 of The Marketing Plan Podcast, I will guide you through four, Level 1 Branding Questions. These will drill down and reveal the essence of your brand to help you build your brand story. Below you will find a worksheet, listen to Chapter 2 for complete guidance through the questions, and examples of answers.
It's Time for a Transformation Plan This is my new show, The Marketing Plan Podcast. It focuses on transforming your business into the brand you've always dreamed it could be. Power to the Small Business is no longer being produced. This feed will continue until June 5, 2015, and then it will shut down.
If you like the new show, you can subscribe in iTunes or your feed reader at http://MarketingPlanPodcast.com/subscribe
But now, I'd like to treat you to the premiere episode of my brand new show: It's Time for a Transformation Plan. ...because it is time. If you find yourself in a continuous search for the answers to take your business to the so-called "next level" then I invite you to give Chapter 1 a try.
My special guest is Tim Berry, founder of Palo Alto Software and LivePlan.com. He's a pioneer in business planning software and online businss planning. Complete show notes are available at http://MarketingPlanPodcast.com/Chapter1
Included in the show notes is one free month of business planning at LivePlan.com
Thanks for listening!
Jay Ehret
Dean of Marketing Know-How
The Marketing Spot
This podcast will reformatted and premier as a brand new show next week, April 24, 2014. But don't unsubscribe! I will post the new show in this feed for the first month so you can get a taste and see if you like it. It will be a focused, marketing podcast with lots of actionable ideas, AND a plan for you to become the business you've always dreamed you could be.
Big promise, right? Tune in next episode to see if I can deliver. Meantime....
I invite you to enjoy the most popular episode in the history of the previous 99 episodes:
Megan Duckett of Sew What: An Entrepreneur's Take on Marketing
Megan has a great philosophy on branding. Take a listen and see why listeners made this the most popular episode of all time.
For a list of the top 5 episodes of all time check out this link:
http://themarketingspot.com/?p=6354
Thanks for listening!
- Jay Ehret
If you meet ALL customer expectations, congratulations the customer considers that to be an average customer experience and they are only 42% likely to be a repeat customer and only 32% likely to recommend you to their friends and family.
In this episode, Jay takes a deep dive into the Customer Experience Wow! formula to show you how to create customer loyalty and spark word-of-mouth conversations about your business. He will introduce two tools to you to help you take your business' customer experience from ordinary to Wow!
Download-able worksheets are available in the show notes at website:
TheMarketingSpot.com/blog
In this episode:
- Customer loyalty and word-of-mouth statistics
- What is customer loyalty?
- The Customer Experience Formula
- How to take your experience to the Wow! level
- The two biggest factors that determine experience Wow!
- Tools to improve your customer experience.
Jason Falls of Social Media Explorer joins Jay to discuss the news that Facebook is ratcheting back the exposure of content posts from brand pages. Now, as few as 1-2% of your fans will actually see your posts organically.
Jason Falls and Jay Ehret discuss:
- Is this the end of small businesses using Facebook?
- How will brands, both big and small react to this move?
- It will not be important to be great at content marketing
- Businesses who are proficient in PPC (pay per click) advertsing will have the advantages.
- Was there every really such a thing as marketing 2.0?
- Advice on how use Facebook now that pay-for-play is required.
Get complete show notes and links at the blog website:
http://themarketingspot.com/2014/03/small-business-ditch-facebook.html
This episode is about better brand communication. Do you feel like customers have a difficult time "getting it" about your business? Then you may have an explanation problem.
Lee Lefever is the voice behind all the Common Craft videos that changed how we explain things on the internet. His videos have had more than 50 million views. Lee is also the author of The Art of Explanation and he joins host Jay Ehret to discuss how to craft a better explanation for your business.
Topics Discussed:
- What a good explanation is.
- What you should be communicating about your business.
- The curse of knowledge and how it hinders your brand.
- The formula for a good explanation.
- Is creativity necessary?
- How Common Craft got started.
- Are those Lee's hands in the videos?
Get complete show notes on The Marketing Spot blog at:
http://themarketingspot.com/2014/03/how-to-explain-your-business.html
Please review and rate this podcast in iTunes
https://itunes.apple.com/us/podcast/power-to-small-business-branding/id272405020?mt=2
Jay Ehret, Dean of Marketing Know-How at The Marketing Spot.com answers the most common marketing questions and gives advice and tips to small businesses on how to handle these marketing issues.
Questions answered are:
- How do I get my name out there with impact?
- What local marketing tactics am I neglecting?
- How do I know my tagline is good?
Jay also previews how to get a discount on his new virtual workshop:
Create a Custom Marketing Plan to Transform Your Business
Use discount code 97 to get the entire workshop for only $97 at
TheMarketingspot.com/plan
In this episode, how to used LinkedIn to market your business, network and directly go after business. Josh Turner, founder of LinkedSelling.com and LinkedUniversity.com joins host Jay Ehret to discuss beginning, intermediate, and advanced LinkedIn marketing tactics.
Also in this episode:
- How effective is social media marketing?
- New online workshop announced: How to Create a Custom Marketing Plan to Transform Your Business.
Get more details on the workshop at TheMarketingSpot.com/plan
See the show notes and links at themarketingspot.com/linkedin-marketing-solutions.html
Responsive web design is the hot new trend in websites. In this episode of Power to the Small Business, web developer Cory Webb joins us to discuss the pros and cons of using responsive design for your site, or whether you should create a mobile site, or maybe nothing at all. And if you decide to go that route, how to hire a responsive web developer.
We also discuss content management systems and compare the three major CMS's: WordPress, Joomla, and Drupal.
Your content is being accessed by a wide array of devices from desktop PCs, to laptops, tablets, and smartphones. Responsive web design is being heralded as the solution that takes all your content from one website and makes it accessible to every device. But you may choose to create a mobile website instead, or maybe just stay where you are. We will help you decide in this episode.
Get complete show notes and a responsive web design cheat sheet at PowerToTheSmallBusiness.com
TOPICS DISCUSSED:
- Responsive web design pros & cons
- The difference between mobile websites and responsive design
- Tips to hiring a responsive design web developer
- Content management systems
- WordPress, Joomla, and Drupal
According to Denise Lee Yohn, there are seven principles, seven things, that a selective group of businesses do to make themselves a great brand. She lays out those seven principles in her new book: What Great Brands Do.
Denise joins Jay Ehret to talk about her new book and those seven principles. They also discuss if it's possible for an existing business to shift gears and become a great brand.
TOPICS DISCUSSED:
- Brand influence in business strategy
- What is a brand?
- The role of marketing and advertising in shaping brand perception
- How to operationalize a brand.
For complete show notes and links see the podcast website: What Great Brands Do
Flinging ads at a problem does not a marketer make, not in today's business world. That's the opinion of Gareth Kay as he joins host Jay Ehret for a discussion on radical marketing. What is radical marketing? What should be the role of a marketer, CMO, and marketing agencies going forward?
TOPICS DISCUSSED:
- A Radical Approach to Marketing
- The Role of Marketers Today
- Hacking and Doing Things Differently
- The Unimportance of Brands
- The Ineffectiveness of Advertising
See complete show notes and links on the website:
www.PowerToTheSmallBusiness.com
Brian Clark of GMD Studios mixes philosophy with experience design to create and amplify customer stories. The result is a powerful form of word of mouth that gives potential customers a vicarious taste of your business. Clark joins host Jay Ehret to discuss the application of phenomenology is experience design to enhance brand meaning.
TOPICS DISCUSSED:
- Phenomenology
- Experience Design
- Storytelling
- Making Meaning
Get complete shownotes on the podcast website:
Create Customer Stories by Creating Phenomenal Experiences
Search Engine Marketing is out topic on this episode of Power to the Small Business. John Gagnon of Bing Ads discusses both Bing Ads and dispenses search engine marketing advice, then Joe Kerschbaum of 3Q Digital compares Bing Ads to Google Adwords with some surprising results.
TOPICS DISCUSSED:
- Bing Ads
- Google AdWords
- How to Approach Search Engine Marketing
- Tips for success on Bing Ads
- Landing Pages
Get complete show notes and links from the podcast site: Two Sides of Search Engine Marketing
Word of mouth marketing is about passion, but not just the customer's. First, businesses must love their customers. Say what? John Moore and Geno Church from Brains on Fire, co-authors of The Passion Conversation, join host Jay Ehret to discuss the two-way conversation between businesses and customers and how the results can inspire passionate word of mouth.
TOPICS DISCUSSED
- Word of Mouth Marketing
- The relationships between customers and businesses
- Being a talkable brand
- Inspiring customers to start conversations
- Can any business do this?
For complete show notes and links, see the podcast site: Inspiring Word of Mouth Through Passionate Conversations
Roger Dooley, author of Brainfluence, joins Jay Ehret to discuss neuromarketing and marketing tactics that just don't make sense. Get ready for some of your most cherished beliefs to be challenged. Trust your gut and market by shooting from the hip? Hold on there, cowboy!
Topics Discussed
- Neuromarketing
- Consumer behavior
- Decoy products
- Paradox of choice
- Elevator pricing and anchor pricing
- Emotional vs. rational marketing
For complete show notes and links, see: Counterintuitive Marketing: When not to trust your gut.
Would you like to know the three most important steps to improving your business? Sorry, but you won't find them in this episode. What you will do, however, is start to examine your beliefs, and the desires and beliefs of your customers. Perhaps you will begin to adopt a new way of thinking that will lead you to develop your own A-B-C's of how to be a better business.
In this episode of Power to the Small Business, Tom Asacker, author of The Business of Belief, joins host Jay Ehret to discuss what drives your customers' actions. But also, and maybe more importantly, your own actions and how they are guided by your belief in your business.
Guest: Tom Asacker, author of The Business of Belief
Host: Jay Ehret, Dean of Marketing Know-How at TheMarketingSpot.com
Topics Discussed
- What drives customer actions?
- How do you know what your customer really wants?
- Should you try to be a leader in your industry?
- Why aren't you the business you think you could be?
For complete links, see the podcast website: Belief in Your Business
Your customer is receiving the best-of-the-world customer experiences and they are judging you against those experiences. Your competition is not just your competition. It's time to exceptionalize your customer's experience. Lior Arussy, President of the Strativity Group joins host Jay Ehret to discuss how you can turn your customer experience into a loyalty-building asset.
Guest: Lior Arussy, President of Strativity Group
Host: Jay Ehret of TheMarketingSpot.com
Topics Discussed:
- Customer Loyalty
- Customer Expectations vs. Your Beliefs
- Exceptionalizing Customer Experiences
- Customers Paying You Back
- Your Real Competition
There's marketing prudence, and then there's marketing foolishness. In this episode of Power to the Small Business, Spike Jones of WCG joins host Jay Ehret to discuss how business get caught up in the wrong marketing. It's a fun, post-holiday look at what not-to-do.
Spike Jones is Group Director, Engagement at WCG in Austin, Texas and is author of Brains on Fire.
Guest: Spike Jones of WCG
Host: Jay Ehret of TheMarketingSpot.com
Topics Discussed:
- Crowd-sourcing misteps
- Hijacked Hashtags
- Great Content is Great Advertising
- Looking for the Next Big Thing
- Relying only on Free Tools
- Not having a website.
Brand Advocacy and Word-of-Mouth Marketing Author and Social Media Marketing CEO Rob Fugetta joins host Jay Ehret to talk about your most powerful word-of-mouth marketing weapon: your brand advocates. In this episode you will learn a simple way build a natural and effective word-of-mouth marketing plan. Fugetta is CEO and founder of Zuberance and is author Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force.
Guest: Rob Fugetta of Zuberance
Host: Jay Ehret of TheMarketingSpot.com
Topics Discussed:
- How to identify your brand advocates.
- The ultimate question for customer loyalty.
- How to use the advocate marketing playbook.
- How to get advocates to recommend and share.
Business book expert Todd Sattersten joins host Jay Ehret to discuss the trends that are shaping the future of business books. Sattersten also gives his business book recommendations for entrepreneurs and shares how to find a good business book to read.
Guest: Todd Sattersten of Biz Book Lab
Host: Jay Ehret of The Marketing Spot
Topics Discussed:
- The Business Book e-book Trend
- The Length of Business Books
- The Role of the Retail Store
- The Definition of a Book
- Top Business Books for Entrepreneurs
- How to Choose a Good Business Book
Complete show notes and links can be found at the podcast website: What's going on with the future of business books?
Local search expert Mike Ramsey joins host Jay Ehret to discuss the shift in the top local search ranking factors. Local SEO continues to evolve and this years rankings have shifted significantly in some areas. Mike Ramsey of Nifty Marketing reviews this year's survey of top local search factors and then gives the results of his own study.
Guest: Mike Ramsey of Nifty Marketing
Host: Jay Ehret of TheMarketingSpot.com
Topics Discussed: * The different types of search engine results * The top five local search ranking factors * Mike Ramsey's study of the correlation and causation of local search factors * Google Places pages * Inbound links * Online citations\
Complete show notes and links can be found at the official websie of the Power to the Small Business website: Local Search Ranking Factors
Conversion Scientist Brian Massey joins Jay Ehret to talk website conversion. How to convert website visitors into customers. He discusses conversion strategy for the five major patterns of business websites.
Guest: Brian Massey, The Conversion Scientist
Host: Jay Ehret, TheMarketingSpot.com
Topics Discussed:
- What is conversion?
- The key to a website conversion strategy.
- The five major patterns of business websites.
- Conversion strategies for the five patterns.
Complete show notes and links can be found at the official website of the Power to the Small Business website: Website Conversion Science
Author and advertising expert Luke Sullivan joins host Jay Ehret to discuss the role of creativity in advertising, and how to create great advertising. Sullivan also answers the burning question: What is great advertising?
Guest: Luke Sullivan, author of Hey Whipple, Squeeze This
Host: Jay Ehret of TheMarketingSpot.com
Topics Discussed:
- What is great advertising?
- The advertising creative process
- The importance of creativity in advertising
- Rules for creating great advertising
Complete show notes and links can be found at the official website of the Power to the Small Business podcast:
How to Create Great Advertising
Social media and branding lessons learned from 140 Characters Conference in NYC, organized by Jeff Pulver.
Host: Jay Ehret of TheMarketingSpot.com
Topics Discussed:
- Being trapped in the now by social media.
- Allowing for differentiation between businesses.
- Using "Hybrid Higor" to create a "Corridor of Opportunity."
- Using social media to network instead of marketing.
- Premium webinar: How to create, write and leverage a blog.
Complete show notes and links: Hybrid Vigor and the Corridor of Opportunity
What should you definitely do and what should you avoid when marketing your business? In this episode of Power to the Small Business I analyze five marketing traps and five marketing treasures for the small business.
Marketing Traps: 1. Discounting 2. Facebook Business Pages 3. Letting a media sales rep handle your marketing. 4. A good idea. 5. An industry specialist
Marketing Treasures 1. Google Local Listings 2. Reading marketing books. 3. A tagline or hook. 4. Google Analytics / Webmaster Tools 5. A meaningful brand identity
Show Links Complete show notes can be found at: Marketing Traps and Treasures
Blogging Webinar: How to Create and Write a Blog Discount Promo Code: Power40
Author and social theorist John Gerzema joins host Jay Ehret to talk about local business share of local spend. The time is right for local businesses to gain a larger market share. Consumers are losing trust in larger institutions. They want to spend more money with locally owned businesses, but the business must still earn it.
Guest: John Gerzema, co-author of the book: Spend Shift.
Host: Jay Ehret of TheMarketingSpot.com
Topics Discussed:
- The virtuous circle between local businesses and the community
- Why consumers may be willing to pay a premium to local businesses
- The three keys to earning local business spend shift
Complete notes and links: Local Business Market Share
The WordPress for Websites episode. WordPress trainer Bob Dunn joins Jay Ehret to discuss control and content management for small business websites.
How much time do you spend managing the content of your website. A typical small business owner either spends too much time or not enough time. That's because managing a website is not easy. But that has changed in the past couple of years with WordPress, the free, open-source software that is a user-friendly content management system. WordPress allows any entrepreneur to take control of their website content.
In this episode of Power to the Small Business, WordPress coach and trainer Bob Dunn joins host Jay Ehret to discuss how any small business can use WordPress to manage and control their website, while saving time and money.
Guest: Bob Dunn - WordPress Trainer and Coach at BobWp.com
Host: Jay Ehret - Small Business Marketing Specialist at The Marketing Spot
Topics Discussed:
- What is a content management system?
- Can anyone put up their own website?
- Why should WordPress be the choice?
- How much should it cost?
- What are the basics of getting a website up?
- Should you use premium themes or not?
- What plugins should you use?
Complete Show Notes and Links: WordPress for Small Business Websites
Podcast host and small business marketing specialist Jay Ehret discusses "Marketing Magic," both the good and the bad. The importance of magic moments in the customer experience and why the search for magic marketing pixie dust is fruitless.
Topics Discussed:
- Why quality products, good service and a fair price are not enough.
- How to become more than just a bullet point to customers
- What is customer experience magic.
Also:
- What you get from the hyped-up online providers of magic marketing pixie dust
- Why there are no marketing secrets
- Success is not determined by a secret, it’s guided by a plan.
Host: Jay Ehret of The Marketing Spot
Free Recorded Webinar: Creating a Remarkable Customer Experience
Complete Show Notes and Links: Power to the Small Business - Magic Marketing
A double shot of word of mouth in this episode with two guests. First Ed Keller of Keller Fay Group joins podcast host Jay Ehret to discuss where most word of mouth conversations are sparked. Then, John Moore of Brand Autopsy discusses his concept of "Deliberate Intention" and how businesses can bake word-of-mouth into their business everyday.
Topics Discussed:
- The roles of social media and advertising in word of mouth.
- How to use advertising to spark word-of-mouth conversation.
- Why word of mouth is important to the marketing mix.
- How to give customers a reason to talk to you.
- Injecting personality into customer touchpoints.
- How to use the 4 P's to create conversation.
Guests:
Ed Keller, CEO of Keller Fay Group
John Moore, Marketingologist at Brand Autopsy
Host: Jay Ehret of The Marketing Spot
Free Recorded Word of Mouth Webinar:Creating Conversation
Get Complete Show Notes Here:Power to the Small Business
Former Marines Chief Marketing Officer Andrew Fortunato joins host Jay Ehret to glean branding lessons from one of America's best brands: The Few. The Proud. The Marines. Mr. Fortunato shares how The Marines built, and then maintained a powerful brand.
Topics Discussed:
- The foundations of a strong brand
- Brand positioning
- The rules of branding
- Taglines
- Adapting brands to demographic shifts
- The role of pop culture in branding
- Logos?
Guest: Andrew Fortunato - Marketing Consultant, former Chief Marketing Officer at U.S. Marines
Host: Jay Ehret - of The Marketing Spot.com
Local SEO and Google Analytics Webinar:
http://budurl.com/LocalSEOpod
See the show notes:
www.PowertotheSmallBusiness.com
Special Marketers Rountable episode: Marketers Tamsen McMahon, Kyle Lacy and Ken Briscoe join host Jay Ehret to discuss the biggest marketing impact of 2010, and what will have the biggest marketing impact in 2011.
Topics discussed:
- The Social Media Barrier
- Business Operations
- Mobile Marketing
- Facebook Pages and Places
Guests:
Tamsen McMahon of Sametz Blackstone
Kyle Lacy of Mindframe
Ken Briscoe of A6 Media
Jay Ehret of The Marketing Spot (podcast host)
Complete show notes and links are available at:
Marketers Roundtable - Marketing Impact Episode
Creative Director and author Tom Altstiel joins host Jay Ehret as they discuss the creative process and the benefits of creativity in your advertising. Jay shares some tips on how you can generate creative ideas.
Topics discussed:
- What is real creativity in advertising
- Benefits of creativity
- Creative avenues
- Creative process
- Generating creative ideas
- Creative advertising examples
Guest: Tom Altstiel PKA Marketing Agency
Host: Jay Ehret of The Marketing Spot http://www.TheMarketingSpot.com
Complete Show Notes:
http://www.powertothesmallbusiness.com/?p=447
Facebook for Business Webinar:
http://budurl.com/FBbizwebinar
Consumer behavior consultant and author Philip Graves joins Jay Ehret to discuss the psychology of shopping and how customers make purchase decisions. What you think about how consumers decide to buy may be totally wrong. Jay and Philip discuss how you can better tune in to the customer to help them buy.
Topics discussed:
- The role of the conscious and subconscious mind in making purchase decisions.
- Why customers decide not to buy anything at all.
- How much information and how many choices customers need.
- How to get the data you need to make decisions about the future.
Guest: Philip Graves
Host: Jay Ehret
Complete show notes can be found at the podcast website: http://www.powertothesmallbusiness.com/?p=429
The complete rundown of Facebook tools for business. Mike Whaling of 30 Lines joins Jay Ehret to discuss how businesses can set up and use Facebook Pages, Facebook Places and the new Facebook Deals. Also a discussion on the role of Facebook for business and the relevance of websites.
Guest:
Mike Whaling - CEO of 30 Lines, Online Marketing - http://www.30lines.com
Host:
Jay Ehret - The Marketing Spot - www.TheMarketingSpot.com
Three marketers join host Jay Ehret to discuss what the lack of traditional marketing discipine has done to today's generation of marketers. Guests: Stephen Denny, Emanuel Brown and Mike Wagner.
Topics Include:
- Why advertising and marketing is so bad
- How to test new ideas and products
- Why good ideas are not the best way to advertise
- How to build brand value over time
- The affect of social media on marketing discipline
- Bad marketing campaigns like Old Spice and Dodge Journey
Guests:
Stephen Denny of Denny Marketing and author of Killing Giants (April 2011)
Emanuel Brown, Creative Technologist, Portland, Oregon
Mike Wagner, CEO of White Rabbit Group
Jay Ehret (host), Chief Officer of Awesomeness at The Marketing Spot
Complete show notes and links can be found at: The Decline and Fall of Marketing Discipline
Brand-building clinic. Podcast host Jay Ehret delivers a mini-branding seminar. Learn what a brand is, how it works, and how to build a brand for your small business. Included is a brand-building checklist.
Topics include:
- Definition of a brand
- How a brand gives customers choices
- Unique selling proposition
- Inside-out thinking
- Why you need a brand
- How you can build a brand for your business.
Guest: Podcast host, Jay Ehret goes solo on this one. No guests.
Get complete show notes, links and the Brand-Building checklist at the official podcast website of Power to the Small Business: Small Business Branding Clinic
Facebook business page optimization. Host Jay Ehret talks with technology consultant Thomas Umstattd about Facebook best practices and how to optimize your Facebook business page for marketing efectiveness.
Topics include:
- Having a personality on your Facebook page
- Facebook page optimization
- Best practices of starting a Facebook page for your business
- B2B marketing through social media
- Moderating the online conversation
Guest: Thomas Umstattd, Technology Consultant
Complete show notes and links can be found at the official Power to the Small Business podcast website: Getting Your Business in the Facebook Game
Customer experience expert and best-selling author Shep Hyken joins host Jay Ehret to discuss building amazing customer experiences through what Hyken calls "The Cult of Amazement."
Topics Include:
- The 5 Phases of the Customer
- Customer Loyalty
- Creating "Moments of Magic"
- Being better-than-average
- The advantage of small business access
- Employee engagement
Guest: Shep Hyken, Customer Experience Expert
Complete show notes and links can be found at the official Power to the Small Business podcast website: Shep Hyken & The Cult of Customer Amazement
Marketers talking shop and debating hot marketing topics. Marketers Shashi Bellamkonda of Network Solutions, Scott Ellis, Erica Campbell of ForRent.com and host Jay Ehret of The Marketing Spot.
Topics Include:
- Using office as a networking tool
- Organizing your online content
- Social media contests and consumer loyalty
- The current online coupon and discount craze
Marketers Roundtable Guests:
Shashi Bellamkonda, Social Media Swami at Network Solutions in Washington D.C.
Scott Ellis, translating technology in Dallas, Texas
Erica Campbell, Senior Manager of New Media Marketing at ForRent.com in Norfolk, Virginia
Jay Ehret, Chief Officer of Awesomeness at The Marketing Spot in Waco, Texas
Complete show notes, quotes and links can be found at: Power to the Small Business
Christopher Penn of Blue Sky Factory talks email marketing with host Jay Ehret. Penn shares tips and best practices for harnessing the power of email marketing.
Topics discussed:
- Where email fits in the marketing mix
- How to avoid spam problems
- Free email tools
- Email best practices
Get extended show notes and links here: Email Marketing Featuring Christopher S Penn
Host: Jay Ehret
Guest: Christopher S Penn
For special VIP registration at Optimization Summit, click the image below.
Jay Ehret and Eric Brown discuss the keys to changing your brand into something that achieves differentiation. A preview of their Transformation Branding presentation at Optimization Summit.
The Keys to Transformational Branding 1. Reframing your business into a different class (second-order change). 2. Analysis and alignment of key business function. Elimination of functions that don't contribute. 3. Changing the rules. Discarding the old rules and creating some new ones. 4. Conquering the fear of becoming a business that’s different.
Get extended show notes and links here: The Keys to Transformational Branding
Host: Jay Ehret of The Marketing Spot
Guest: Eric Brown of The Urbane Way
Transform your business. Register for:
Author and business instructor Stephen Woessner talks about using social media marketing to increase conversion sales rates of online products with host Jay Ehret
Real results from social media marketing are difficult to quantify. Can you actually generate sales through social media marketing? There's one man who believes he can, and for good reason: he's done it. Through research, practical application, and trial and error, he's come up with a formula of sorts. Meet Stephen Woessner of the University of Wisconsin La Crosse and author of the soon to be published book: Increase Online Sales Through Viral Social Marketing.
Woessner joins host Jay Ehret on Power to the Small Business to discuss:
- The social networks you need to join
- How often you should post
- The correct ratio of posts that pitch your products
- How long does it take
- What kind of results you might expect
Complete show notes and links for the episode can be found here: The Social Media Marketing Formula
6 guests, including 5 best-selling authors in this special episode of Power to the Small Business.
In five years you will be the same person you are today, except for the books that you read and the people you meet. In this special episode of Power to the Small Business, I present my small business marketing essential reading list, and will features five of the authors of books on that list.
Guests on this episode:
- Jack Trout - Co-author of Positioning: The Battle for Your Mind
- T. Scott Gross - Author of Microbranding: Build a Powerful Personal Brand and Beat Your Competition
- Jackie Huba - Co-author of Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force
- Charline Li - Co-author of Groundswell: Winning in a World Transformed by Social Technologies
- Joe Sugarman - Co-author of Advertising Secrets of the Written Word
- Brad Shorr, standing in for David Ogilvy, discussing Ogilvy on Advertising
Complete show notes, including links to all the books featured in this podcast can be found on the podcast website:
The Essential Small Business Marketing Reading List
Marketers talking shop and discussing current marketing issues. Marketers Jay Miletsky, Rich Becker, C.B. Whittemore and Jay Ehret sit down at the Marketers Roundtable to decide the future of marketing!
Topics include: * Marketers giving advice on social media. Are they dealing in reality? * What is the best way to manage and measure the marketing mix? Can it be done? * How do you blend online and offline marketing? * Do companies really want to be different, or are they just trying to be better?
Marketers Roundtable Guests: Jay Miletsky, CEO at Mango Marketing in New York
Rich Becker, President of Copywrite Ink in Las Vegas
C.B. Whittemore, Chief Simplifier at Simple Marketing Now in Kinnelon, New Jersey
Jay Ehret, Chief Officer of Awesomeness at The Marketing Spot in Waco, Texas
Complete notes can be found at: Power to the Small Business
Author and customer experience consultant Shaun Smith joins host Jay Ehret as they discuss the power of instinct in creating remarkable customer experiences. Smith shares advice and practical examples from his book See Feel Think Do.
Click the play button below to listen. Complete show notes are available at this link: Using Your Instinct to Create a Remarkable Customer Experience
Online video expert and author Steve Garfield joins host Jay Ehret to reveal some of his online video secrets.
Garfield has written a book called Get Seen: Online Video Secrets to Building Your Business. In this episode, you will get tips on cameras, audio, lighting, editing, uploading to YouTube, and more.
For complete show notes and links from the episode, see Getting Seen with Online Video
Host Jay Ehret discusses ideas and tips to spark word of mouth by making your customer better.
Cultivate the Customer - Growing the customer by making the customer better. Developing them and improving them...for free
The Objective: Stimulating word of mouth and enlisting customer evangelists who recommend your business, even if they've never purchased from you.
In this episode, host Jay Ehret, small business marketing coach, tells how to decide what you can offer the customer that will make them better, then gives you tips to put the cultivation into usable form. Finally Jay will brainstorm ideas and give you practical examples of real customer cultivation.
For complete show notes, and to comment on the episode, see; The Marketing Spot Blog
Recommended Event: Optimization Summit
Business-law attorney Danny Bronski discusses trademarks, copyright law and intellectual property. Dive into the murky waters of the legal side of marketing it this episode of Power to the Small Business. Host Jay Ehret speaks with Seattle attorney Danny Bronski. The discussion includes:
- What should you trademark?
- What is your obligation with a trademark?
- What protection does a trademark provide?
Also
- What should you copyright?
- What are the differences between copyright and trademark?
- What are the legal costs involved.
For complete show notes and links on The Marketing Spot Blog, see: The Legal Side of Marketing
Check out Jay Ehret's Facebook Page: The Marketing Spot on Facebook
Recommended Event: Small Biz Social Media Summit
SEO expert Glenn Gabe joins host Jay Ehret for a case study of Kati's Kupcakes in Moorestown NJ. How a local SEO project improved the bottom line. Business owner Kati Angelini also joins the panel.
You can get a lot of advice and theory about local search engine optimization, but how about real proof? In this episode of Power to the Small Business we examine a real Local SEO project and how it impacted the bottom line. Glenn Gabe of G-Squared Interactive had a contest to help a local business with search engine optimization. Kati Angelini of Kati's Kupcakes in Moorestown, NJ was the winner. For the past 3+ months Glenn and Kati have been working together to improve Kati's traffic from search engines. Take a listen to find out how they did and what Kati thinks of the results.
Complete show notes and links are available on The Marketing Spot Blog: Local SEO Clinic: Improving Traffic, Improving Business
Topics Discussed * The Four Pillars of Search Engine Optimization * The Basic Steps of Local Search * Website Structure * The Long Tail of Keywords * SEO Technical Audits * Website Analytics
4 Marketers discussing today's important marketing issues including integration, messaging in social media, leveraging your brand, and listening to customers.
Guests:Bill Schley* – David ID
Denise Lee Yohn - Brand as Business Harry Hoover - My Creative Team
Jay Ehret* - The Marketing Spot (Podcast Host)
For complete show notes, including quotes and links, see The Marketing Spot Blog
Conversation with best-selling author, Marty Neumeier on branding and differentiation. Neumeier is the author of three books: The Brand Gap, Zag, and The Designful Company. In this episode of Power to the Small Business we discuss how to find that radical differentiation within your business that gives customers a gut feeling about you. When you can do that, you have filled in your brand gap.
Link to Show Notes: http://budurl.com/khbu
Guest: Marty Neumeier - Director of Transformation at Liquid Agency
Host: Jay Ehret - Chief Officer of Awesomeness at The Marketing Spot
Gary Schwartz of Impact Mobile joins host Jay Ehret to discuss how local, small businesses can get started with mobile marketing using a "crawl strategy."
Learn how to use short codes and a simple SMS (text messaging) campaign to engage the mobile consumer and build an interactive relationship with customers.
You will also get information on mobile commerce and how to merge mobile marketing and traditional advertising. Plus get information on Mobile University 101, an affordable one-day event in Chicago on April 28th.
Complete show notes and links can be found on Jay Ehret's The Marketing Spot Blog: http://budurl.com/b8y3
Local search expert Mike Ramsey of Nifty Marketing joins host Jay Ehret to discuss how local businesses get found on search engines and what the business can do to influence their position in the Google local "7-Pack." The discussion brings a few surprises and questions.
- Are Google search engine results no longer unbiased?
- How does Google determine which businesses get into the 7-pack?
- What's the role of websites and blogs in local search results?
For complete show notes and links on The Marketing Spot Blog: http://budurl.com/pv38 Jay Ehret's website is: http://www.TheMarketingSpot.com Mike Ramsey's website is: http://www.NiftyMarketing.com
Power to the Small Business: The Internet Show About Small Business Marketing Topics: Google Buzz, Trending Topics, Trust Deficits, The Most-Normal-People Rule Guests:
Jason Falls - Social Media Explorer
Geno Church - Brains on Fire
Mark Roberge - Hubspot
Host: Jay Ehret - The Marketing Spot
Four marketers sit down at the Marketers Roundtable and discuss current marketing issues and how they apply to small business. Get complete show notes, including quotes and links, here: http://budurl.com/MRT4Pod
Guests John Moore and Paul Williams and host Jay Ehret tackle the nonsense surrounding word of mouth, social media and creating conversations about your business.
Creating word of mouth doesn't just happen online through social media, it also happens offline. In fact, more often than online. In this episode of Power to the Small Business we discuss what word of mouth really is, the purpose of word of mouth, the role of social media, and how to create conversation about your business that leads to transactions.
Get complete show notes on The Marketing Spot Blog: http://budurl.com/DeBunk
Power to the Small Business is hosted by Jay Ehret. http://www.TheMarketingSpot.com http://www.TheMarketingSpotBlog.com
The Best Podcast Episodes of 2009 2010 is the Year of Awesomeness, let's not forget what we learned in 2009. Here are some 2009's best moments from the 10 most popular episodes of Power to the Small Business. Some of the biggest names in marketing were guests on the show, dispensing great marketing advice like,
- MARKETING THAT RESONATES - Drew McLellan
- COMMON SENSE IN MARKETING - Laura Ries
- THE DIFFERENCE BETWEEN BRANDING AND MARKETING - Megan Duckett
- LEADERSHIP AND MARKETING - Steve McKee
- BUILDING A SALES ORGANIZATION - Tom Hopkins
- EMPLOYEES AND CUSTOMER SERVICE - Ari Weinzweig
- KNOWING THE GOLDEN RULE - Jason Jennings
- SOCIAL MEDIA AND ONLINE BRANDING - Simon Salt
- IDENTITY DICTATES STRATEGY- Stephen Denny
- LOSING CONTROL TO GET PEOPLE TALKING - David Meerman Scott
SHOW NOTES Get complete show notes, including direct links to all the episodes and guests that made the countdown: http://bizy.be/czqZE
Check the health of your brand in this branding reality check-up with Jay Ehret and tagline specialist Jim Morris (a.k.a. Tagline Jim)
This branding reality check up helps you analyze how your business is doing in three core branding functions: Branding Foundation, Brand Identity, Brand Integration. If you find your brand is not healthy, register for the free branding webinar on January 20th: Branding U - Revive, Refresh, Revitalize your brand for 2010: Webinar Registration
Also, get information on Jay's full day webinar: Building an Awesome Brand, to be presented in Dallas on April 23rd at Optimization Summit 2010. Get more information and a discount code here: Building an Awesome Brand
SHOW NOTES
Get complete show notes, including links and the Branding Checkup Examination on The Marketing Spot Blog: http://budurl.com/BRCheckup
Will the social media bubble burst? What's the real value of inbound marketing? What's the effect of price advertising? Should you be pitching journalists?
Marketers at the Roundtable:
- Spike Jones of Brains on Fire
- Jay Ehret of The Marketing Spot (host & moderator)
- Chris Wilson of Fresh Peel
- Joan Stewart the Publicity Hound
Get complete show notes on The Marketing Spot blog: http://bizy.be/stOEe
SPECIAL ANNOUNCEMENT: Coming to The Marketing Spot Blog in January, "Building a Better Brand" series of articles and webinar. Be sure to subscribe to the blog to receive details: Receive The Marketing Spot by Email or Get The Marketing Spot in a blog reader
Featuring customer experience expert John DiJulius and host Jay Ehret. DiJulius is author of the book: What's the Secret to Providing a World-Class Customer Experience. Discussion about the customer satisfaction crisis and how your business can provide a world-class customer experience.
John DiJulius is hired by some of the top companies in the world to help them provide one-of-a-kind customer experiences. Companies such as: The Ritz Carlton, Lexus and Panera Bread. But John is also an entrepreneur. He founded John Robert's Spa, one of the top 20 salons in America. In this episode of Power to the Small Business, DiJulius discusses key takeaways from his book on how you can prepare your employees to deliver a world-class experience. And when you do, you can charge customers and 'experience tax.'
See the complete show notes, including links and selected quotes on The Marketing Spot Blog: What's the Secret to a World-Class Customer Experience?
My recent appearance on Fred Castaneda's Finance 4 Startups & Struggling Entrepreneur podcast. We discuss the importance of having a marketing plan and how it's constructed using the four essential spots of small business marketing: Branding, Experience, Conversation, and Promotion.
Struggling Entrepreneur Podcast: http://www.strugglingentrepreneur.com/ Finance 4 Startups: http://finance4startups.com/
My recent appearance on Matthew Ray Scott's The Stategic Incubator show. We discuss my take-aways from the BlogWorld and New Media Expo, SXSW what to get out of conferences and conventions.
The Strategic Incubator Podcast: http://strategicincubator.com/updates
Guests: Al Lautenslager - Author of Guerilla Marketing in 30 Days, Stephen Denny - President of Denny Marketing and author of the Note to CMO blog, Connie Reece - Chief Community Officer of New Media Lab and blogger at Every Dot Connects. Host: Jay Ehret - Chief Officer of Awesomeness at The Marketing Spot and author of The Marketing Spot blog.
Topics discussed:
- Marketing Plan, their importance, purpose and direction
- Social Media Strategy and the mantra of "Listen First."
- The effectiveness of social media marketing
- The Marketing of books by authors and publishers.
Complete show notes, including links and quotes, can be found on The Marketing Spot blog at this link: http://bizy.be/mPrNN
Tom Hopkins joins Jay Ehret to discuss how sales and marketing work together in the small business. Hopkins is recognized as the world’s leading authority on selling techniques and salesmanship. He is author of the best-selling classic: How to Master the Art of Selling.
Sales and marketing must work together in every organization, no matter what size. Tom gives some perspective and advice on how that can work in your business. He also addresses the sales profession and the myth of the natural born salesperson. His message is that anyone can, and must, sell.
Complete Show notes can be found on The Marketing Spot Blog: http://bizy.be/tD958
Megan Duckett has a great perspective on marketing, but she's not a marketer, at least not professionally. Megan is an entrepreneur and she owns a pretty cool small business called Sew What that makes custom theatrical curtains. She was recently the winner of the Dell Small Business Excellence Award and has some really sensible thoughts about marketing. Take a listen as host Jay Ehret discusses marketing with Sew What owner, Megan Duckett
Complete show notes are available on The Marketing Spot Blog: http://bizy.be/fRsf9
Simon Salt of IncSlingers joins Jay Ehret to discuss strategy and tactics for your online brand. How do you build an online brand, protect one that already exists, and prevent damage to your online brand?
Complete show notes, including links, can be found on The Marketing Spot Blog: http://bizy.be/eZBCQ
Subscribe to The Marketing Spot in iTunes: http://bizy.be/ZgRdM
Impact of economic uncertainty on marketing, spam and social media, customer service is the new marketing, social media blindness.
Four marketers sit down at the Marketers' RoundTable to discuss important small business marketing issues. Guests are Paula Pollack of the Pollack Marketing Group in San Francisco, Steve McKee of McKee Wallwork Cleveland in Albuquerque, Esteban Kolsky of ThinkJar, and Jay Ehret of The Marketing Spot
Show notes & links: http://budurl.com/MRT1
Mitch Joel discusses digital marketing and his new book, Six Pixels of Separation. Joel says that everyone is connected, so connect your business to everyone. In the book he makes the case why your company should be marketing online and why it's not too late to start now.
Mitch Joel joins host Jay Ehret to talk marketing in the world of new media, while not forgetting the traditional ways. Complete show notes and links are available on The Marketing Spot Blog at this link: http://budurl.com/6PixelsPod
Press the little play button in the lower left-hand corner or subscribe to the show in iTunes and listen any time you want.
Guest: Sri Nagubandi. Basic search engine tactics to improve results in organic and local search: he Fundamentals of SEO, Most important on-site elements for SEO, Getting started with SEO for your website, Local Search. Plus advice on analytics, WordPress and content creation. See complete show notes http://budurl.com/BasicSEO
To get started listening, click the little, tiny, itty bitty green play button in the lower left hand corner or do it from this link: http://budurl.com/BasicSEO
Remember to subscribe in iTunes and let the show come to you!
On the 10th anniversary of The Experience Economy, authors Joe Pine and Jim Gilmore analyze the state of the customer experience in today's economy. They share tips on how small businesses can stop being a commodity and charge premium prices by participating in the experience economy.
For complete show notes and links: http://budurl.com/ExpEco
A lively discussion on what local businesses can do to market more effectively. Local marketing specialist Bob Lauck and host Jay Ehret discuss 5 areas of focus for small businesses. You can see show notes and links on The Marketing Spot blog: http://budurl.com/localmkt
Personal branding is not right for all businesses. But it is very appropriate for businesses when the personality is the center figure.
In this episode of Power to the Small Business, Peter Montoya joins Jay Ehret to discuss personal branding: 1. What is personal branding? 2. What are the steps to building a personal brand? 3. What tools do you need to build a personal brand identity.
Complete show notes and show links are available on The Marketing Spot Blog: http://budurl.com/PerBranding
Word of mouth may be the most powerful form of marketing for your small business. But it's becoming the forgotten marketing discipline because of the attention being focused on the sexy social media tools. In this episode Jay Ehret hosts Word of Mouth Enthusiast John Moore as they discuss John's recipe for sparking conversation for your business. John shares practical examples, timely advice and startling statistics. Get the links and complete shownotes on The Marketing Spot Blog: http://budurl.com/WOMpodcast
Are you wasting your time on social media? Facebook and Twitter are all the rage, but are they really viable marketing tools? Bryan Person, social media evangelist for Live World discusses the best use of your social media time with host, Jay Ehret.
The time you have to spend on marketing is limited. You must choose wisely and that means choosing the right social media channel for you. In this episode of Power to the Small Business, Jay Ehret and Bryan Person discuss how to avoid wasting time on social media marketing.
Get complete show notes on The Marketing Spot Blog: http://budurl.com/dytb
It's time to take the mystery out of email marketing because it just might be the most cost-efficient marketing tool for small businesses. For this episode of Power to the Small Business, we've assembled a panel email marketing experts. They will share their advice on email marketing best practices.
- How to get started.
- How to collect email addresses.
- What to say in your email.
- What service to use.
This podcast is a panel format with three excellent email specialists sitting on the panel: Stephanie Miller of ReturnPath.net, Julie Niehoff of Constant Contact, and Chad White of Smith-Harmon.com
You can find links and show notes on The Marketing Spot Blog: http://budurl.com/EmailMktng
Congratulations! You're a new entrepreneur. Now what? Best-selling author Jason Jennings says you should get after it, Hit the Ground Running. Jennings has written four books for entrepreneurs. His latest, Hit the Ground Running gleans the battle strategies of 10 of America's top CEO's.
In Episode 28 of Power to the Small Business, Jennings gives three rules for new entrepreneurs. It's not about tactics, it's about strategy. See complete show notes and links on the blog: http://budurl.com/RulesforNew
In the online world, Internet riches are often talked about, but rarely achieved. The conventional wisdom is to tell your story and to tell it loudly. Websites and social media channels are filled with gurus, experts and blowhards trumpeting their own greatness. And that tactic fails miserably. So what's a business to do?
Best-selling author David Meerman Scott says people get it backwards. Rather than raving about yourself online, create a World Wide Rave. The most powerful way to get your story out there is to let people tell your story for you. If you people are going to talk about you, you have to be interesting and create content that people want to talk about.
In this episode of Power to the Small Business, David Meerman Scott tells us how to get a world-wide rave started. He also shares examples of local businesses that have authentically tapped into online riches.
See complete show notes and links on the blog: http://budurl.com/WorldWideRave
Small businesses are marketing in a great period of transition between the old traditional media, and the so-called "new media." Do the traditional platforms still work? Or are TV, radio, newspaper and outdoor dead? Then there are the social media evangelists trumpeting its magic marketing curative powers. The result is confusion.
In this episode of Power to the Small Business, I talk to four small business marketing practitioners about the state of small business marketing. Where are we today and what does the future hold? You may find some of their answers surprising.
Complete show notes for this episode are available on The Marketing Spot blog: http://budurl.com/hutc
Small business owners often play a dual role of both marketer and manager. That can rip your marketing mind in half. Left-brain management thinking is at odds with right-brain marketing thinking. Best-selling author Laura Ries says to be a good entrepreneur you need to be a right-brainer.
In their new book: War in the Boardroom, Laura and her father Al Ries tell you how to win this war and revive your marketing program. In this episode, Laura Ries says that "The key to success for any entrepreneur is going to be marketing." You have to understand these forces that bog down your marketing program. She offers advice on how listen to your gut and encourages you to embrace your right-brain marketing mind.
See show notes and links on The Marketing Spot blog: http://themarketingspot.blogspot.com/2009/03/laura-ries-war-in-boardroom.html
The neat thing about delivering a remarkable customer experience is that it can be the foundation of a strong brand. Or a community of brands. Unless you live in Ann Arbor, Michigan, one of the best experiences you've never had is from a community of businesses you've never heard of: Zingerman's
Zingerman's Deli is a featured company in Bo Burlingham's Small Giants: Companies That Choose to Be Great Instead of Big. Co-founders Ari Weinzweig and Paul Saginaw have grown a community of businesses in Ann Arbor founded on the mission of delivering a great experience. That community is now nine businesses strong and will probably swell to 13-14 by the year 2020.
Ari Weinzweig is Co-founding partner and CEO of the Zingerman's Community of Businesses. In this episode of Power to the Small Business, Ari shares how Zingerman's explored their mission to discover a brand based on experience. Ari says real mission statement contain the answers to four questions.
For links and show notes: http://themarketingspot.blogspot.com/2009/02/customer-experience-brand.html
The social media evangelists are preaching: "Social media is the way, the truth, the light!" But is it right for your business? And if it is, how do you get started?
Guest expert David Berkowitz is Director of Emerging Media & Client Strategy for 360i, a social media marketing company based in New York. In this episode of Power to the Small Business, David explains how get a social media program started and how to analyze whether or not a particular channel is for you. David says that while most of these tools are free, the time commitment can be enormous.
You can find complete show notes and links on the blog: http://themarketingspot.blogspot.com/2009/01/starting-social-media-program.html
Your website traffic should not be a mystery. There are tools to help you track and analyze website traffic. Those tools are called web analytics.
Tina Bean is Sales & Marketing for VisiStat, a real time website visitor tracking service. In this episode of Power to the Small Business, Tina Bean explains what web analytics are and what they can do for your small business website. Tina says that, "everyone with a website needs web analytics."
Get complete show notes on The Marketing Spot blog: http://themarketingspot.blogspot.com/2009/01/marketing-basics-web-analytics.html
How do you solve the branding puzzle, especially if you're an existing business? Your brand is your company's most important asset, so you need to do it right.
Alina Wheeler is the author of Designing Brand Identity, now in it's second edition. In this episode of Power to the Small Business, Alina Wheeler gives us four simple questions to answer. Answering those four questions is the start to designing your brand identity.
Show notes and links are posted on The Marketing Spot Blog: TheMarketingSpot.blogspot.com
Mobile marketing was supposed to be hot in 2008. What happened? We're not really much closer to using mobile tools on a local level than we were when the year began. Part of the reason is that it's somewhat of an unknown for small businesses. Some of the big questions are "What is it? How can I use it? How do I get started."
In this episode of Power to the Small Business, Kim Dushinski answers those questions and simplifies mobile in to something more understandable. Kim is the author of The Mobile Marketing Handbook. and her company is Mobile Marketing Profits in Denver, Colorado. Kim says there are certain mobile tools that are better for small businesses than others. Also, mobile marketing is not right for everyone.
Can social media be used as a marketing tool for your business? Many social media evangelists say yes. That may not be necessarily so for the small business. The first challenge is to navigate the confusing social media landscape. The second challenge is to figure out how to use social media.
In this episode of Power to the Small Business, Dave Evans helps fit all the pieces together of this marketing puzzle. Dave is a social media consultant with Digital Voodoo in Austin, Texas and the author of Social Media Marketing: An Hour a Day. Dave says that social media can be a very potent marketing tool if you know how to use it.
Listen to the episode to learn: What is social media? How to use social media to market a business? How to develop a plan to use it social media.
Viral marketing gets too much credit. Slap together a hilarious video, slap it on YouTube and then people all over the world will rush to see it. Problem is, that very rarely leads to quantifiable business. And that type of viral marketing is practically useless to a local small business.
JD Hinton writes songs, is a performer, and he lives in Central Texas. Last month he hosted an amazing event that he simply refers to as a wine concert. But it was much more. It was actually a jazzy, bluesy, eclectic event. The event sold out in four days and was was marketed almost exclusively by a form of viral email. There were no jokes, no funny videos, no amazing claims.
Listen to how JD did it.
Word of mouth is often called the most powerful form of advertising. But the concept perplexes many small businesses. What is it? How does it work? Can it be controlled?
In this episode of Power to the Small Business, word-of-mouth expert Jackie Huba provides some answers to those questions. Jackie is the author (with Ben McConnell) of Creating Customer Evangelists and Citizen Marketers. She believes that customer evangelism should be a primary concern of your business. Huba advises that you build word of mouth in to the DNA of everything you do in business.
See complete show notes on the blog: http://themarketingspot.blogspot.com/2008/09/word-of-mouth-tips-from-jackie-huba.html
Guest: Michael Dowd - Outrider.com
Is the search engine world already changing? Just as Google establishes itself as the monster of search, will it now have to conquer a new frontier? There are two different worlds of search: the PC and the mobile search space. While they may have similarities, they are not exactly the same. Listen to the podcast as Michael educates us on what you need to know about search in the coming mobile revolution.
Different ads and different organic search results show up in your mobile browser when you search. Meaning you can search a term in mobile and the same term from a PC and get different results and different ads. Usually, mobile optimized websites show up first in organic results. Non-mobile optimized sites are not given as much weight in mobile search.
PPC or search marketing works much the same way on mobile search as it does on traditional search. Now is a golden time to get into mobile search marketing. You can get in early and establish a high quality score because click-through rates should be higher.
Go into mobile search marketing with your expectations tempered. Advantages now are efficiency and low cost, but there just aren’t as many searches as traditional search. So for the next couple of years you may spend more manpower on the campaigns. But when mobile search begins to get populated, you will have established yourself.
To get started with mobile search, begin with the traditional powerhouses, Google and Yahoo, then start experimenting with other search engines. Yahoo has really been the mobile search innovator between the two, especially with the Yahoo Go product. Yahoo Go is a widget for your mobile phone that serves as the gateway to the mobile Internet.
Just about every industry has a place in mobile search. No-brainers are automotive, fast-food chains, malls, grocery stores, anything with a store locater. Use mobile marketing to provide coupons and widgets to your customers.
On this episode of Power to the Small Business, we welcome Holly Kolman. Holly is passionate about the coming mobile revolution. She tracks it, writes about it, and advises on it on her blog: Mobienthusiast. Are you prepared for the coming mobile revolution? You should prepare because it gets closer with each passing month and each new iPhone sold. The good news is you can prepare rather easily and Holly's going to tell us how.
What you are getting in this episode is short, concise, and yet so important to reaching your customers in the future. There are very few opportunities to be the first in the game, this is one of those opportunities. The opportunity is called the mobile web.
The Mobile Web vs. The Desktop Web: More than 270 million smart phones will be sold worldwide next year. Smart phones are those web-enabled mobile phones like the iPhone, Blackberry, and Moto Q. As the use of smart phones rise, so will the use of the mobile web. That's a great opportunity for the small business, but it's also a challenge.
Websites display differently on mobile devices than they do on your desktop or laptop screen. The desktop web is a long, graphic-rich, application intensive experience. That won't work on a mobile device because that website will take forever to load. And it will look like a jumbled mess on the mobile screen when it does load. But what to do? Holly thinks you should develop a mobile website as a companion to your existing site.
Holly Kolman shares with us some basic tips on mobile web design. Learn what you need to be doing right now to prepare for the mobile revolution.
On this episode of Power to the Small Business, we welcome Jim Morris. Jim creates compelling, evocative advertising. He also writes a weekly column for the Advertising for Peanuts blog. His specialty is creating taglines. His most famous tagline is for Flintstones Children's Vitamins: We Are Flintstones Kids, Ten Million Strong . . . And Growing. Jim has created taglines for both large and small companies.
I asked Jim about the importance of having a tagline. He believes that a good tagline is the single-most powerful, condensed, compact expression of your brand that you can have. Taglines are show their value when you need to get your brand in front of people and connect with them in little space and time. The tagline is the first articulation of your brand.
However, taglines are not explanations and they shouldn't tell a long story. It needs to encapsulate the feeling you want people to have about you. For that reason, you should take great care in creating one. The key is having a clear sense of what your brand is.
Listen to the podcast to hear the do's and don'ts of tagline creation. Then go to the blog to see more show notes and comment on the episode: TheMarketingSpot.blogspot.com
One of the most pervasive, misused marketing techniques is building artificial communities. That's because many online businesses fancy themselves the next Facebook, Twitter, or the early years of AOL. What results is a steady stream of friend requests to a constant deluge of new web communities. It's really impossible to keep up. And it's not very effective.
The new wave of community builders doesn't really understand what building a community is all about. Marketers don't help by presenting community as the magic marketing tool. But good news; we found two local business owners that have built successful communities. These communities are not about friend requests, they're about enhancing the customer experience.
On Episode 13 of Power to the Small Business, we talk to two entrepreneurs who have built successful communities. Eric Brown is Founder of Urbane Apartments in Royal Oak, Michigan and he uses both online and offline elements to build a hip community of young adults in his eclectic brand of apartments. Gina Ford is owner of The Grape Wine Bistro in Waco, Texas and has built her community the old-fashioned way: through customer involvement and without the internet.
Howard Schultz rode in on his white horse in January to reclaim his throne as CEO of Starbucks. It wasn't just the media anointing Schultz, Howard put himself front and center and promised to return Starbucks to its glory. In his first Transformation Agenda Communication, Schultz listed as one of his priorities:
"Re-igniting our emotional attachment with our customers by restoring the connection our customers have with you, our coffee, our brand, and our stores."
The fact that Schultz called his communication a "Transformation Agenda" hinted of big things to come. Naturally, most people expected a transformation, including me. We are now four months into the transformation and it is difficult to see the re-ignition of emotional attachment that Schultz promised. Granted, Schultz didn't promise immediate results. Instead, he said it was a 12-18 month timetable. But exactly where is Stabucks positioned on Howard's transformation time line?
Becky Carroll of Customers Rock! and I have teamed up to reExperience Starbucks and blog about the transformation. Becky joins us for episode 12 of Power to the Small Business to discuss the Starbucks transformation status.
Dan Roam, Author of The Back of the Napkin
How much would you pay to become creative and innovative? You may only need to pay $16.47. That's the Amazon price of Dan Roam's new book: The Back of the Napkin: Solving Problems and Selling Ideas with Pictures. Roam contends that any problem can be solved with what he calls "visual thinking," a simple system of drawing.
Don't like your drawing ability? That's ok, because Roam says it's not artistic ability that matters. It's time to open your mind to new possibilities and opportunities with visual thinking.