Real Marketing Real Fast: Recent Episodes
Doug Morneau
How nonprofits can make better videos with Doug Scott
Video is such an important tool for nonprofits period. And for-profit companies as well because it's such a powerful communications medium. Facebook's research division says the experiments they've run on Facebook and Instagram show that videos are looked at 5 times longer than static content and they generate more engagement. If you are looking to do a mix of creating your own organic content and then doing paid content, only ever pay for content that organically works well. Release it first, organically through your channel, and see if it starts to actually have organic engagement from it. Going back to what works on social. The most engaging videos are under a minute on every platform. With a virtual event now, pretty much anybody can attend your fundraiser from virtually anywhere in the world whenever they want to.
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HOW NONPROFITS CAN MAKE BETTER VIDEOS
Facebook's research division says the experiments they've run on Facebook and Instagram show that videos are looked at 5 times longer than static content and they generate more engagement.
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Doug Morneau
Well, welcome back listeners another episode of Real marketing real fast. Today in the studio I've got joining me, Doug Scott. Now he is the founder and CEO of a company called tectonic video. They are a leading video agency for not for profits, and we had an amazing conversation around video, video strategy, what works, what doesn't work, what you should hire an agency for, what you should be doing in house user-generated content. And then we finished off our conversation today, talking about remote and online fundraisers for not for profits and how this is working for businesses as well. So taking these big goals and events and what happens now that we're not gathering in large groups. So Doug and his team have worked with not for profits all across the US and around the world to create award-winning videos that drive massive results for the nonprofits and charities that he works with. He's been featured in The New York Times, NPR CNN, and ad week and he is a frequent guest lecturer at Stanford University on the power of storytelling for not for profit organizations. So join me in welcoming Doug Scott to the real marketing real fast podcast today.
Doug Morneau
Well, hey, Scott, super excited to have you on the podcast today. So welcome to the real marketing real fast podcast.
Doug Scott
Hey, Doug, great to be here.
Doug Morneau
Well, you're working in an area that's got a number of things that really piqued my interest. One is video so people have finally woken up to the importance of video for marketing. And the third or second one strategy in the third is not for profits. And I like all those spaces on those topics. So do you want to share with our audience system overview of the kind of what you do and how you help people?
Doug Scott
Of course, my pleasure. tectonic video exists to help nonprofits realize the power of video to accomplish their mission. And that could be through marketing or for fundraising, but also for other things. internal communications, training, hiring, even their programmatic work. So we are a video agency for nonprofits. So we start with strategy. It could be an organization-wide or a campaign-specific video strategy. Then we implement that strategy from concept all the way through filming through post-production, then we can advise on distribution and measurements. And we're humbled to work with some of the world's most amazing nonprofits. I'm a little biased because I love our clients so much. But we make PSA's for the American Lung Association. We do fundraising videos for World Relief, branded content for Mutual Rescue,
Risk-free advertising online with guaranteed ROAS with Cooper Harris
So rather than just showing a consumer cool pictures, we actually show them viable ad units from which they can actually purchase. And then we do that on a pure performance basis for our brands. We're a tech platform behind the scenes and looking at things and making optimizations. It is literally an algorithm that uses its own learning to make decisions. We are super conversion focused. So we really want to show the right product, the right person at the right time. Brands are way overly dependent on Amazon. They don't own their customer, Amazon owns them. I think it is so much more powerful and empowering for brands to have a service or a platform that helps them actually use the data to do something. And that something should be to drive sales.
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SHARE THIS POST: RISK FREE ADVERTISING ONLINE WITH GUARANTEED ROAS
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We're a tech platform and we're behind the scenes. It is performance-based, risk-free advertising, and it is literally an algorithm that uses its own learning to make decisions.
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Doug Morneau 0:01 Well, welcome back listeners another episode of Real marketing real fast. Today we are going to talk about risk-free in your advertising. So commission-based agency that will go out there and spend money talking about your products, your services, your brand, and they don't get paid unless they generate sales. So my guest today in the studio to kind of dive into this and reveal how they're making this work for their clients is Cooper Harris. Now she is a California based entrepreneur. She is the founder and the CEO of a company called KLICKLY. It is a data-driven impulse payment platform that powers headless e-commerce. So they have emerged as a pivotal figure in the West Coast tech scene here. Cooper has been nominated for Google's young Innovation Awards. L'Oreal's digital Woman of the Year and she won information age is Women in it, as well as Entrepreneur of the Year and named by Adobe as a top thought leader at canes. Cooper's a favorite speaker at international summits, including CES canes lion shoptalk, s x s. w. Sundance, Los Angeles tech week London tech conference. And more speaking on the advances of e-commerce in retail, FinTech, and fostering women in STEM and disrupting the status quo about technology and innovation, we had a great conversation. I think you're really gonna enjoy this show. There's lots of information here. So I'd like you to join me in welcoming Cooper Harris to the real marketing real fast podcast today. So hey, Cooper, super excited to have you on the show today. So welcome to the real marketing real fast podcast. 1:46 Thanks, Doug. I'm super excited to be here. 1 Doug Morneau 1:49 While there were so many things in your background that you know, that piqued my interest, and obviously the big most important one is how you guys are helping come To increase their revenue through your system, but also the wonderful places that you've lived, a couple of my favorite cities visit Santa Monica and are in New York. Welcome to the show. Why don't you give us a little bit of background little oversight on what you're doing and how you're helping people? 2 Copper Harris 2:20 Yeah, absolutely. So, I, as you know, and maybe the listeners don't I am currently obsessed with tech, I did not start here. I started as an actor in film and TV. But then I got kind of obsessed and interested in technology and how it changes the world. So this is my second tech company. It is called Klickly like quickly spelled with a K. And we are a SaaS platform that helps over well over 1000 brands now, promote to the right consumer in the right channel at the right time with the right product, right. So advertising, but we do it in a really different way. So rather than just showing a consumer cool pic...
The customer journey map, why they do or don't buy with Bob Berry
That basic phenomenon of simply not being able to complete the task is one of the major things that we encounter. The vast majority of what happens on the customer journey is based on individuals, making individual choices within the experiences that we provide them. You have to find some way to be with them and observe them experiencing all of those things or any one of those things as they experience it. So you get to be inside their heads, inside their hearts, understand their motivations, understand where they're succeeding, where they're failing. One of the great benefits, the beauty of digital marketing is that we collect all this data and over the last 20 years, we've gathered a tremendous amount of information about our clients.
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SHARE THIS POST: CUSTOMER JOURNEY MAP, WHY THEY DO OR DON'T BUY
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Customer journey success factors have two dimensions. It's what is the customers or users or prospects success factor, and what is your success factor as a business?
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Doug: Well, welcome back. This is just another episode of Real Marketing Real Fast. Today's guest is Bob Berry. He is a principal at a company called AnswerLab where he's guiding companies like Google, Amazon, Facebook, and many others to create new optimal online experiences. He's also the founder of a company called the Human-Computer Mastermind Academy. I had such a great conversation with Bob. You're going to want to listen because he's going to help you understand and answer the question of why. Why do people engage with your brand? Why do people engage through social media, why don't they? Why do they buy, why don't they buy it? What experience are they having when they're interacting with you?
Bob's experience is helping businesses confront the world-changing pandemic shock that's happening, that's rocking the world, but he teaches you how to relearn what your customer's experiencing, what your customers want and what your customers expect and how do we as business owners create this optimal online experience as fast as we can to make sure that we're able to compete and win in our business. I'd like to welcome Bob to the Real Marketing Real Fast podcast today. Hey, Bob, super excited to have you on the show today. Welcome to the Real Marketing Real Fast podcast.
Bob Berry: Thanks, Doug. Glad to be here, looking forward to having a chat with you.
Doug: Well, you might be, and this isn't a comment on my other guests, but you might be the smartest academic person that I've had on my show. I was looking through all the details and what you do, but what I really admire is that you apply it to help your clients move the dial, increase their business efficiency and make it more profitable. Do you want to share with our listeners just a little bit about what it is that you do and how you make that happen?
Bob Berry: Yeah. I appreciate that. Yes. My expertise is user experience and we define that pretty broadly. We look at the full context of what prospects customers, users are doing in their lives, whether they're a B2B for a personal perspective, or B2C from a business perspective. We really want to understand who these people are as purchasers, as potential clients, as collaborators, whatever role we see them and we really want to understand what their lives are and really understand how they make decisions.
What is it that motivates them? What are their needs, their interests, their passions, how are they going to engage you as a business? How are they going to respond to whatever marketing programs you have? At the moment in my professional world, that takes two forms. I'm a principal researcher for AnswerLab, which is the premier user experience research company in the US. We work with a lot of major clients but right now I'm doing simultaneous ...
The best webinar platforms reach your audience everywhere with Casey Zeman
The whole premise of our products is that we want to help people sell better, leveraging webinar experiences. You can see a level of commitment when someone shows up to a webinar, whereas someone just comes, they opt into a freebie, and then go to a sales video, they can leave at any time. A webinar can have much higher results than a pre-polished, what is considered a perfect webinar, or a really well-scripted webinar.
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SHARE THIS POST: THE BEST WEBINAR PLATFORMS REACH YOUR AUDIENCE EVERYWHERE
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In Todays Podcast Episode We Discuss The Best Webinar Platforms, Webinar Software, And The Growth Of Online Webinar Platform Functionality.
Webinar platforms can be used as a funnel to reach your audience. Create authority before the webinar starts. Share content like a testimonial video.
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today my guest in studio is Casey Zeman. He is the founder and CEO of a popular webinar platform called EasyWebinar. It's a software that has both live and automated webinars. With over 13,000 customers, Casey has figured out what works and what doesn't in the way of webinars, live broadcasts, and videos for engagement, and how to sell better and engage stronger with your audience and your customers.
On average, his clients are generating 10 to $20,000 a day or 300 to $600,000 per month in recurring revenue. Casey's superpower is providing sales and scalability systems to business owners so they can work less on creating and more on impacting and making more money. He has consulted to companies such as Harper Collins, Estee Lauder, and Dell on video marketing strategies and lead nurture funnels using webinars. He's built his own multimillion-dollar software company, info product company through the power of live video and webinars.
He's passionate about bringing these same strategies to your business and mine. Casey is also the best-selling author of a book called Build Your Audience With Live Video, and the creator of TribeMinded Systems, which combines the smart art of automation and engagement to scale a business. So I'd like you to join me in welcoming Casey Zeman to the Real Marketing Real Fast Podcast today. Well, hey, Casey. Super excited to have you on the show today. So welcome to the Real Marketing Real Fast Podcast.
Casey: Thank you, Doug. Thanks for having me.
Doug: I'm super excited to learn more about you, your platform, and how you're helping your clients grow their business, generate leads, and increase their sales. Do you want to just give us an overview of your role and what you guys do and how you serve your clients?
Casey: Yeah. I'm the founder of a webinar platform, EasyWebinar, and we have a couple of other software platforms that are going to be rolling out soon. The whole premise of our products is that we want to help people sell better, leveraging webinar experiences. EasyWebinar was designed to be a holistic webinar platform that does live webinars. And then going beyond live webinars into like-live experiences, and also what we consider evergreen webinars, which are webinars that can run 24/7 without you being there, basically just leveraging your best show and across multiple time zones so that no matter where someone is in the world, they can watch it and experience it in a real-time effect, and then take action and get to know you without you always having to be there running a live webinar.
So yeah, that's what we do for our customers. A lot of our customers are our course creators. Many of them are coaches and consultants. We also have service providers that use our system as well. Anyone who basically is trying to position, and know, like, and trust to sell their programs and their products,
Build your influencer marketing hub with Magda Houalla
The big evolution is it's less about working with these massive superstars on social media as the only influencer marketing strategy. It's about expanding who you consider being influential to your brand and evolving the ways in which you're interacting with them. You can loosen the restrictions with your influencer marketing and allow access to your brand to anyone who is a loyal fan, a customer, even an employee who could have an impact on their business and work with them in a really flexible way. One thing that we look at a lot when it comes to creating an influencer marketing hub is companies that invest in their customers first and foremost and because of that, they are retaining customers at a higher rate. When we think about the future of where influencer marketing and where community intelligence marketing is headed, I think it really is headed in a way where people will want to see data behind the work that they're doing.
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BUILD YOUR INFLUENCER MARKETING HUB
It's less about working with superstars as the only influencer marketing strategy. It's about expanding who you consider being influential to your brand and working with them.
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Doug Morneau: Well, welcome back, listeners, to another episode of Real Marketing Real Fast. Today, we're going to talk about all things, influence, and community. So, influencer marketing will be one of our topics. So, just before you say, "Hey, I know a lot about that," we're going to share some new insights, some new directions from a company that's taking this platform and this whole community engagement to a whole new level.
In-studio today, I've got joining me as my guest, Magda Houalla. And she is the director of marketing and strategy for a company called AspireIQ. And they are one of the leading influencer marketing platforms that empower businesses and brands like you and me to generate creative scale. So, Magda plays a pivotal role in ensuring that all the existing and new brands using this platform are set up for success by aligning their needs and best practices and world-class strategy.
We're going to talk a lot about analytics and getting ROI and measurement as well. Her guidance has helped several big brands like CVF, Freshly, Bed Bath & Beyond, L.L.Bean, and Walmart both expand their influencer marketing programs, but also to increase ROI. So, stay tuned. Listen in. And I'd like to welcome Magda to the Real Marketing Real Fast podcast today.
Hey Magda, I'm super excited to have you on the show today. So, welcome to the Real Marketing Real Fast podcast.
Magda Houalla: Thank you so much for having me.
Doug Morneau: Well, I mean, I don't often get the opportunity to talk to somebody that's working in the influencer space, and I'm super excited to let you share with our audience. So, do you want to give us just an overview of what you do and what your company does so our audience has a full understanding?
Magda Houalla: Yes, absolutely. So, I am the director of marketing strategy at AspireIQ. And we actually have gone through a bit of an evolution as a business. We really started as an influencer marketing platform in a very organized way to help brands connect with social media influencers, manage their relationships, and analyze all of the results. But right now, really where we're headed is in this new space of community intelligence.
So, we are a community intelligence platform that empowers brands to build, manage, and grow relationships with anyone who they consider to be influential in their community. So, it could be brands wanting to connect with social media stars. It could be loyal fans. It could be employees, industry experts. There are lots of different people that can have an influence on a brand...
The best corporate team building activities with Terry Barkman
A sailboat is a great place to work on corporate team building activities and to see how your team is functioning together and where the fall-downs are in your communication. The boat inherently sets up short feedback loops and we can tell if the things that we've asked for and communicating for are happening, we can tell how quickly they're happening, we can tell who's jumping in and being a team player and who's hanging back and waiting for somebody else to take the lead. A big part of what a sailboat coaching trip is is it's a retreat. It is getting away from the office, getting away from even home, and being in a new setting that's beautiful and having the trees and the water all around you. I feel like if you want to be the best version of yourself that you can be if you want to excel if you want to win at life, you should have a coach.
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THE BEST CORPORATE TEAM BUILDING ACTIVITIES
A sailboat is a great place to work on corporate team building activities and to see how your team is functioning together
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today we're going to take you in a different direction actually in a different vehicle. My guest joining me in the studio today is Terry Barkman. Now, Terry is known as the Sailboat Coach. Now before you think, "Hey, I didn't log in to this podcast to listen about sailing," just hang in with me for a few minutes. Terry's a visionary, entrepreneur, he's a coach and he's a sailing captain, and his mission is to create momentum and connection through shared outdoors so people feel empowered to impact the world in creative and meaningful ways.
He was frustrated with the traditional limits of industrial coaching so he founded a sailboat coaching international company This positioned him as a thought leader in the emerging free-range coaching community. Sailboat coaching uses one week on the water to create space for learning and transformation and quality time with other visionaries. They also do team-building exercises that are over a couple of days. And when I first talked to Terry, he said something magical happens when a small group of adventures get together, set out on a boat to explore the winds and the world together. So SCI trips encourage clients to relax, rejuvenate by talking them through their ways of their busy lives. And this is kind of a sacred space that encourages deep, meaningful work for yourself and the next steps you might take in your life. So I'd like to welcome Terry to the Real Marketing Real Fast podcast today. Well hey, Terry, super excited to have you on the Real Marketing Real Fast podcast today.
Terry Barkman: It's great to be here, Doug. I'm excited to get into it. Let's talk real fast.
Doug: Well, I think the downside of a podcast is after spending some time on your website and looking at all those beautiful images and then enjoying some of the videos and the testimonials from your happy clients, whether it was pulling up a bucket or a net full of crabs or sitting on the beach having a picnic, I don't think a podcast is going to do what you do justice.
Terry Barkman: Well, thank you. Like you, I spend time looking at those pictures and dreaming of the trips that I'm about to go on, remembering the trips that we have gone on, but the great news today is that you and I get to talk about trips and team building and all the fun stuff, and that's fun, too.
Doug: So why don't you just share with the audience a bit more detail in terms of what it is that you do and who you help and serve?
Terry Barkman: We are coaching on sailboats, and our clients, in the beginning, were mostly personal growth,
Grow your top line revenue fast with Lisa Florenzen
I try to help any business gain at least $20,000 of revenue in less than an hour. And how I do that is really taking a look at their message, their content, what their goal is with their business. I look at, are they bundling? Do they have joint venture partnerships? What are they doing with those partnerships? Have you raised your prices? I really try to get in there and just look at the numbers first, see where we are, see where we want to go, how we can do it intelligently, and then start implementing steps to get there.
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GROW YOUR TOP LINE REVENUE FAST
I have been there and done that and I'm still doing it. I am worth it and if you want to save your business, if you want to [grow your top line revenue], you need, people like me.
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. In-studio today, I've got joining me a fellow marketer. Lisa Florenzen calls herself the Small Business Swiss Army Knife. By spending the last 25 years working with Pre-IPO startups and medium-sized entities in California and Idaho and nationally doing everything from getting coffee, writing copy, and staffing bodies. Her non-sugar coated sense of business style and her former stint as a standup comic have given her a unique perspective on handling the marketing drama with humor, tact, and in almost any financial environment. She currently runs a consulting firm called Kabomb Coach Academy and is honored to be a consulting partner with the first social selling app, RelyCircle. So I'd like to welcome Lisa to the Real Marketing Real Fast Podcast today. Well hey, I'm super excited to have my next guest on the show. I just want to welcome Lisa Florenzen to the Real Marketing Real Fast podcast today.
Lisa Florenzen: Thank you, Doug. I'm super elated to be here.
Doug: So we connected on social media and I think the reason that happened is that we use social media what it's designed to do, and that is to be social and not just broadcast.
Lisa Florenzen: Absolutely. I was, yeah... I mean I was tickled when I got your invite, so thank you again.
Doug: Well I connect with a lot of people that way and it surprises me that in the days of people wanting to be more social and connect that they still use it as a broadcast channel where they just think they can pump out their messages and not have conversations. And then they wonder, "Hey, social media doesn't work for me."
Lisa Florenzen: Yes. I've experienced that. Especially, I don't want to slam any social media outlet, but LinkedIn I've had conversations with people or brief little things where people try to hit me up or they invite me somewhere, and then I call it the abduction by aliens, where they are gone. You don't ever hear anything from them again. So-
Doug: That's funny, abduction.
Lisa Florenzen: ... I appreciate the fact that you come through with your contact. It's refreshing.
Doug: Well, some of it I automate and some of it I use the team for, but I think that the goal here really is to build our network, look for smart people that you want to connect with. And that gives us an opportunity for referrals, it gives us an opportunity to work with new potential vendors and just a support network of other people who are trying to do the same thing that we're trying to do. Which is to build our businesses and help our clients.
Lisa Florenzen: Absolutely. And I don't know if you got the smart thing over here, but I know I got the smart thing over there where you are, so that'll be good. At least one of us will get something out of it.
Doug: So do you want to just fill in the blanks and give us a little bit of background on kind of what your specialty and superpower is and how you work with businesses to hel...
How to become a successful affiliate marketer with Mathieu Jang
There's definitely a different game when you are not only actively driving paid traffic, but actually doing it profitably. It's like having this magic vending machine. There are so many metrics to watch, but no matter what you're doing, if you just watch those two things, what's the cost to acquire a customer, how much is the customer worth? A lot of people don't realize how much goes into the research and development of creating products and finding out if there's actually demand and if it actually works in all of the testings that go involved.
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HOW TO BECOME A SUCCESSFUL AFFILIATE MARKETER
As an affiliate marketer there are so many metrics to watch, but no matter what watch two things: what's the cost to acquire a customer, and how much is the customer worth?
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Doug: Well, welcome back. This is another episode of Real Marketing Real Fast. Today, we're going to be talking to a guest who's been the driving force in helping to generate over a hundred million dollars in sales. Mathieu Jang, he's often referred to professionally, as a sought after marketing strategist and consultant. However, Mathieu had barely graduated from high school, dropped out of college his first year, and was working in a butcher shop making a meager $9 an hour. He was broke, miserable, unable to pay rent and bills, and lived on a steady diet of ramen noodles.
Doug: It was at this point that he had reached out, trying to figure out what could he do to improve himself and make himself better, but he had no special skills or education to get him a well-paying job. Mathieu wanted to find some kind of business, but he didn't know what it was going to be. He got into Google and he searched on how to make money online. Due to the results, he took many hits, got scammed several times, lost money on numerous things, taking online surveys, data entry, affiliate marketing, and became sick of failure.
Doug: Mathieu began to wonder if there was ever a legitimate way to make money online. Things began to change when he stumbled across a Facebook video from Kameron George, a very successful digital marketing strategist. Mathieu had finally found a mentor that had achieved what he wanted to achieve and he has started his own business, online Affiliate Institute. It's one of the world's foremost affiliate marketing education platforms. He has helped hundreds of entrepreneurs learn to build, optimize, and scale their business.
Doug: Many of his students now have their own online successful businesses that are doing six to eight figures and enjoying a life of true freedom. Beyond his well-established skills and experience, Jang's passion for helping others is shaking up the mainstream education system and it's abundantly clear in everything he does. I'd like you to join me in welcoming Mathieu Jang to the Real Marketing Real Fast podcast today. Hey, Mathieu, super excited to have you on the show today. Welcome to the Real Marketing Real Fast podcast.
Mathieu Jang: Awesome, and thanks for having me, dude.
Doug: I'm super stoked because I've got a huge interest in affiliate marketing. I know this is your deep, deep expertise. Just so our listeners get an idea, deep expertise in the sense that you help people make six, seven and eight figures as an affiliate, not an extra $50 a month by putting a link in your blog post.
Mathieu Jang: Yeah. There's definitely a different game when you are not only actively driving paid traffic, but actually doing it profitably. What's really cool about that is once you nail that down, it's like having this magic vending machine? What'd I tell you, Doug? If you go to this machine and every time you put a dollar in, $3 came out,
The benefits of hiring an online business manager with Anja Riemer-Grobe
Most business owners really underestimate how much work it is to do a launch or to create a program, right? An online business manager can help. The first thing people need to learn is to get into the habit of protecting their time. We practice time chunking. I ask people to put categories in their calendars instead of timeframes. For example, this is my two hours where I'm working on my emails. Follow-up is oftentimes what people forget to schedule.
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THE BENEFITS OF HIRING AN ONLINE BUSINESS MANAGER
Most business owners really underestimate how much work it is to do a launch or to create a program, right? An online business manager can help.
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Doug: Welcome back, listeners, in the episode of Real Marketing Real Fast. I think you're going to enjoy our conversation today with my guest. She's somebody I've gotten to know through a mastermind that we're both parts of. Her name is Anja Riemer-Grobe. I'm so excited to have her join us on the show. It's amazing hosting a podcast being able to speak to people all over the world. She's joining us live from Germany. Now Anja is the founder and CEO of a company called Management Made Easy. It's an online business management service on OBM, and she focuses on building trust in client relationships. And she does this by leveraging virtual tools, remote work, and then online operations, which helps to create a consistent client-focused service experience for her clients.
Doug: Her business motto is that "We take care of managing your business so you can keep doing what you're an expert in." With her unique approach, she combines well-organized structures, processes at the back end, and strong trust-building client experiences in the front end of the business. She inspires and supports her clients to bring more authentic humanness into the business world. So I'm super excited to welcome Anja to the real marketing real fast podcast today. Hey, Anja, super excited to have you on the show today. So welcome to the Real Marketing Real Fast Podcast.
Anja Riemer-Grobe: Yeah, hi, Doug. It's great to be here.
Doug: So I'm really excited to talk to you today and let you share with our audience. I've got my notepad [inaudible 00:01:31] you take a lot of notes because you have a superpower of organizing and helping people get things done efficiently and staying on schedule. Is that about right?
Anja Riemer-Grobe: Yeah, that sounds right.
Doug: So why don't you share in your own words, instead of my made-up introduction, what it is exactly that you do?
Anja Riemer-Grobe: Oh, well, I'm an online business manager. And that basically means I'm in the back end of a business. Hopefully, an online business but a local business is also fine. The main thing is that they are doing their daily operations, virtual in some form or another. And I'm really helping the business owner to streamline it, to set everything up to manage the projects and the tools and the people behind that. So just to make sure that the business owner doesn't get dragged down and all the daily operational, technical, and whatever tasks, and instead has time to focus on their expert work.
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THE BENEFITS OF HIRING AN ONLINE BUSINESS MANAGER
Most business owners really underestimate how much work it is to do a launch or to create a program, right? An online business manager can help.
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Doug: So you said a couple of things I just made note of. One is that you helped manage the projects. So you're kind of like the project manager.
How to generate more leads on LinkedIn with Dana Lindahl
What we've been realizing recently is that LinkedIn is actually a great place to post content. The one thing I tell most people is that there is such a thing as too much content on LinkedIn. Any person that's trying to actually generate more leads on LinkedIn, they need to focus first on having a completely optimized LinkedIn profile. This is what I view as the modern business card today to B2B sales. If someone were to gain access to your message box and post that publicly, would you be embarrassed by what was there? So the biggest mistake I see all the time with people using LinkedIn is just bad targeting.
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HOW TO GENERATE MORE LEADS ON LINKEDIN
Any person that's trying to generate leads on LinkedIn needs to focus on having an optimized LinkedIn profile. I view this as the modern-day business card.
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today we're going to talk about lead generation. All things around lead generation, how to position yourself as an expert, how the world has changed in the last six to eight years in terms of lead generation, but more importantly, how it has changed in the last six to eight months. And my guest in studio today is Dana Lindahl.
Dana is the founder of a company called Legendary Leadgen and it's one of the first outbound focused marketing agencies. He and his team have been helping business to business, B2B service companies, and marketing agencies grow since 2014. So he's not the newest guy on the block, he's been around. He probably got some war wounds to show for that. Now he and his team specialize in helping companies set up sales appointments with their ideal prospects as well as establishing them as an authority within their industry. So if you're interested in generating highly qualified leads, using highly professional, respectful, and engaging techniques, I would suggest that you stay tuned. I really enjoyed my conversation with him and listen in.
Doug: So I'd like to welcome Dana to the Real Marketing Real Fast podcast today. Hey Dana, super excited to have you on the show today. So, welcome to the Real Marketing Real Fast podcast.
Dana Lindahl: Hey Doug, glad to be here.
Doug: So, I can't think of a better topic to talk about than lead generation. I mean, there are so many elements in running our business and we can argue which one is more important, but I would say that if you don't have a well-qualified lead, you're not making sales, then you really don't have a business. So, maybe you want to take a minute and just fill in the kind of background for our listeners. Kind of what your superpower is and what you guys do.
Dana Lindahl: Yeah, sure. So our superpower, in general, is outbound marketing, although we've seen that take a wild drive since we started here in 2014. We started out primarily doing outbound emails and now we find ourselves on LinkedIn and to be honest, our method now is not really based around marketing, so much as it is around content and authority building.
Doug: Okay. So when you say content authority, what does that mean?
Dana Lindahl: So we help our clients to establish themselves as authorities on LinkedIn by producing content that puts themselves out there as thought leaders within their industry. So this all kind of starts off by growing their networks so that people can actually see their content, see who they are, and see what they have to say. All of this would be for nothing if it didn't actually get out there into the world so people could see it. So, instead of doing the normal thing that you're probably seeing, all of your listeners are probably getting bombarded on LinkedIn by outbound messages with Calendly links and let's get o...
How to sell on Amazon with Carolyn Lowe
The first thing we do is does discover if it makes sense for you to sell on Amazon? Things that are heavy, that cost a lot, that are cheap, lower priced. Those don't usually don't make sense, you can't make money. So what we do typically if we're going to work with a new brand, we'll do an audit, we'll see if there are search terms and how many search terms they have for their brand or their product on Amazon before we take them on. I have an interesting stat from Amazon that 70% of their people don't make it past page one. So if you're an Amazon shopper, Amazon has told me that 70% of people don't make it past page one. So if you're not on page one, you're never going to get purchased. I can work with my brands and say, "Hey, there's a lot of customer demand for this on Amazon, but they don't have a great selection. This could be a winning product for you."
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HOW TO SELL ON AMAZON
We have a $15 rule to determine if you should sell on Amazon. If your product isn't $15 or more and it's not light enough to make money, that's where we start.
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today we're talking about all things Amazon. So if you're interested in getting your brand or product listed in Amazon and seeing double-digit growth month after month, I think you're really going to enjoy the conversation with my guest today. Today's guest is Carolyn Lowe. She is the CEO and founder of a company called ROI Swift and an Amazon and digital marketing agency that excels in growing small and medium-sized businesses.
Carolyn is passionate about helping her consumer brands grow through Facebook and Instagram ads paid Google searches and Amazon marketing. In addition to helping her clients see larger profits, Carolyn is a mum of two and a licensed pilot. So I'd like to welcome Carolyn to the Real Marketing Real Fast podcast today. Well, hey Carolyn, super excited to have you on the show today. So welcome to the Real Marketing Real Fast podcast.
Carolyn Lowe: Thanks for having me, Doug.
Doug: So do you want to share with our listeners just a little bit of your background and what your superpower is and how you help people move the sales dial and scale their business?
Carolyn Lowe: Sure, I'd be happy to. We focus on four core areas for mostly B-to-C brands, but we also do some B-to-B business as well. But really our core competencies are around paid social, your Facebook and Instagram, Snapchat marketing and your paid search and social ... sorry, paid search as well. And then, of course, your Amazon and email marketing. And I know you've had some great email marketing guests on and you've had some great paid search on. One of the things that we're a little bit different is we manage Amazon's presence for a lot of consumer brands.
Doug: So for their audiences not aware of that, what does that mean?
Carolyn Lowe: Yes. So there's three different ways to sell on Amazon. And as a brand owner, if Amazon invites you, you can wholesale to them, which is shipped from and sold by Amazon. And then there's two other ways to sell, which are what they call seller central. So you go on, it's sort of a self-service portal and you can either ship into Amazon and have them fulfill it or you can take the order from Amazon and fulfill it yourself. So either way, you still have to pay Amazon a referral fee, and then if you have Amazon fulfill your product which makes you Prime eligible, you must also pay the outbound shipping fee, but that does make you eligible for Prime.
Doug: Okay. So for our listeners that have a brand, have a business and have a product that would be, or maybe a good fit for Amazon, where's the starting point? How do you determine whether or not Amazon could be an ...
How to write a book and grow your business with Chandler Bolt
I'm a firm believer that a book is the best thing you can do to grow your business.
Every time someone sees your book and every time anyone comes to your office and sees it, they think about you and they think about the work that you do.
If you give your book to every paying customer, well then now all of a sudden, they give one of those to another person and it's a referral mechanism.
I always say this: until you have your rough draft done, nothing else matters.
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We want to take people who are already buying books on Amazon and get them to buy your book and then come into your world and into your ecosystem.
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Doug Morneau: Well, welcome back listeners to another episode of Real Marketing Real Fast. Our guest in studio today was a college dropout and he worked his way to be a six times bestselling author and he's the founder of a 10 million dollar book-based business. As a C- English student and a bad writer, he still knew that there was a story inside of him. He finished his first book in a month and between dropping out and going on vacation. Just two years later he had published his sixth best selling book, all while helping non-writers in dozens of fields publish their own best selling books. He even built a multimillion-dollar plus business during that time and still had free time to see his friends, family, travel with his brother's concert, and going skiing.
Doug Morneau: I'd like to introduce you to our guest today who is Chandler Bolt. He is the founder and the CEO of the Self-Publishing School. He has been featured in the Inc 5000 list as one of 5,000s fastest-growing private companies in America. Self-Publishing School is an online education school that teaches people how to write, market, and publish its first book in as little as 90 days. And they've got more than 4,257 students that have been impacted to date. So I'm super excited to talk about publishing, self-publishing, and how to make money after you've written your book. I'd like you to join me in welcoming Chandler Bolt to the Real Marketing Real Fast podcast today.
Chandler Bolt: Hey, great to be here Doug. Thanks for having me.
Doug Morneau: And the audio today is a lot better than the last time we heard you speaking at an outside event. So I'm looking forward to hearing everything you've got to say this time and not missing out on any of the key points.
Chandler Bolt: I'm looking forward to you being able to hear me.
Doug Morneau: So do you want to share with our audience, for the people who don't know you or haven't heard you speak, kind of what your superpower is and how you help entrepreneurs and businesses?
Chandler Bolt: Absolutely. I mean I'd say my superpower is helping people get their books written and using those books to grow their business. With Self-Publishing School and the work that we've been doing for the last few years, it's been all about how to do you... Our bread and butter are taking people from blank page to published author in as little as 90 days. So, maybe this [crosstalk 00:02:10]-
Doug Morneau: Okay, slow it down a bit. So you take them from blank page to published author in 90 days.
Chandler Bolt: Yes. Yeah, that's the goal. And certainly not everyone, but I mean that's the goal and the process works. If you follow the process and if you do the work, obviously. But that's the process. And maybe a sub superpower is like someone who's a C level English student and a college dropout and someone with ADD, I think my superpower is probably making complicated things simple. And that complicated thing just happens to be a book.
Doug Morneau: Well, it's amazing. What's funny is when I think of people setting...
How to personalize your email campaigns with Randy Levy
Now is the time to regroup, have a hard reset on everything, question everything and learn as much as you can. Personalizing your email campaigns is primarily data-driven because data's the name of the game. I look at design as a competitive advantage. The folks who design well are beating the competition. At the end of the day, with email marketing, it's a test, test, test to see where you could generate more return on investment. In an email, you're not competing with your competition, you're competing with the millions and millions of emails that are sent out every minute. You've got to differentiate.
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HOW TO PERSONALIZE YOUR EMAIL CAMPAIGNS
To increase retention and click-through rates for your email campaigns, especially if you have email deliverability problems, you want to engage your audience.
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Doug Morneau: Well, welcome back, listeners, on the episode of Real Marketing Real Fast. My guest joining me in studio today is Randy Levy. He is the Chief Revenue Officer for a disruptive one-to-one data-driven email marketing technology that specializes in real-time email technology. Zembula offers a suite of email tools that help drive improved performance in email, and they do this by delivering both interactivity and advanced real-time personalization. I connected with Randy through the Only Influencers group, that's a private group of email marketers around the world.
Doug Morneau: Randy, like myself, has been in the email space for quite a while. He began his career at DoubleClick, and for the past 20 years, he's worked with leading brands, including but not limited to companies like Amazon, Macy's, Barnes & Noble's, Jones New York, Uber, Coles, TGX, Priceline, Lowe's and Western Union. It was great to connect with Randy. I had a call with him a few weeks ago to just discuss the tool and the platform that they were working with, and it was interesting to find out that he'd worked with another company years ago, I think 10 years ago, I worked with called EmailLabs.
Doug Morneau: We've both been in this space for a while, it's like our paths have crossed a few times. We had a great conversation around email and some of the new innovative tools they got. I think you're really going to enjoy this episode. I'd like to welcome Randy to the Real Marketing Real Fast Podcast today. Well, hey Randy, I'm super excited to have you on the Real Marketing Real Fast Podcast. Welcome to the show today.
Randy Levy: Thank you, Doug. Appreciate it.
Doug Morneau: We're connected through the Only Influencers group, both have experience in email, is great to have a discussion with you off-air, but EmailLabs is a throwback for me for sure when I started using an ESP or a bigger version to send emails. Do you want to share with our audience just a little bit of background on what you're doing and how you're serving your clients today?
Randy Levy: Yeah, of course. A little bit of background on me. I've been on email for 20 years. First 10 years I was working basically for the ESP space, including EmailLabs, as you mentioned. Those ESPs, obviously, their function is slicing and dicing email at the point of send. Zembula, my current endeavor, I've been here a little over a year. We basically empower companies to slice and dice and improve their email performance at the point of open. Primarily data-driven because data's the name of the game, be it big or small, and we're basically creating a ton of efficiencies for the email marketers because the biggest challenge in email, at least in the last 20 years, is there aren't these huge teams running these email programs for most brands. Not all of them, but for the most part, they're short-staffed.
Randy Levy: 20 years ago,
Helpful website strategies that convert with Ray van Hilst
When it comes to website strategies and marketing, let's master the simple and make sure we're doing that well. Ask your self, "What are they coming to your site to do? What do they need from you?" Then let's help them do that and get to that next page where you're going to do that. It's not about you. If someone's coming to your website or engaging with your marketing, they're looking to you to solve a problem. Go look at the top landing pages on your site. If you were looking at those for the first time, would you find them helpful? Do they convert?
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When it comes to website strategies and marketing, let's master the simple and make sure we're doing that well.
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Doug Morneau: Well, welcome back listeners to another episode of Real Marketing Real Fast. In-studio today joining me today as my guest is Ray van Hilst. He is the Director of Client Results at Yoko Co. Ray is an innovative soul and his with and charisma are present from the very moment you meet him. Ray seamlessly blends 20 years of marketing experience with modern web principles to establish advanced web presence of organizations that help build a better world.
Doug Morneau: When Ray isn't in the office or a coffee shop, or a client office, or a wifi hotspot, you can often find him speaking at events about web strategy and marketing technology. I am super excited to have this conversation with Ray today. I earlier had the owner of the company, Chris Yoko, on the podcast as well. So I'd like you to join me in welcoming Ray van Hilst to the Real Marketing Real Fast podcast today.
Doug Morneau: Hey Ray, super excited to have you on the Real Marketing Real Fast podcast today. Welcome to the show.
Ray van Hilst: Thank you so much. Thanks for having me today.
Doug Morneau: So I'm super excited to talk to you about your superpower and how you help people in the sales and marketing field or at least help them with their digital footprint. Do you want to share with our audience just a little bit of your background in terms of what it is that you do?
Ray van Hilst: Yeah. Background for me, I am a web strategist with a digital marketing agency called Yoko Co, and we work with organizations to help them leverage their web presence to make a bigger impact on what they do, through society, through their work and things like that. My key role as a strategist, I describe my job as helping my clients get beyond the, "Hey, wouldn't it be great if" because when you start doing a web project or a marketing project, and it's like, oh, people have lots of ideas.
Ray van Hilst: And so I work with my clients to say, "Hey look, get beyond the wouldn't it be great if, and here's what you really should do." The superpower that I bring to the table for that is really focusing on helping my clients realize it's not about them. It's about their customers, their donors, their members, their stakeholders that are coming to them to look for information. I always say it's not about you. Someone's coming to your website or engaging with your marketing, they're looking to you to solve a problem.
Ray van Hilst: They're scared, they're worried, they need education, they need a tool or whatever. And let's make it easier for them to do that so that they like you a little bit better, and then they engage, and then we can convert them into our funnels. We go through that.
Doug Morneau: Well, it sounds like you may have been looking at my website because you just named all the things that I probably ... On my personal branding site, that I've probably done wrong, so appreciate you didn't mention my domain in that description.
Ray van Hilst: No worries.
How to improve your Google ranks in 2020 with Matt LaClear
It took me a good three, four years after Penguin to really realize, I'm never going to hack the algorithm again. Then it just became a pursuit of just doing best practices. Today, SEO is about giving your users what they're looking for. Google's not going to rank whether based upon the quality of your recipe. They're going to base it upon how many other sites are linking to yours. All we're doing is building up social equity with the prospects before we make our ask. Small businesses are the backbone of our country. They're what makes us tick. They're what's going to get us through this crisis.
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Today, SEO and improving your Google ranks is about giving your users what they're looking for.
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Doug Morneau: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today, we've got a really interesting guest in the studio with us, Matt LaClear. He's got a very generous offer at this time as many businesses are suffering through economic hardship. His company's offered free SEO services for all American businesses if those businesses are willing to pay it forward. Make sure you stay tuned to the very end to get the details of Matt's offer.
Doug Morneau:
Matt LaClear is a SEO expert. He's the founder of a marketing agency called Your Ad Squad. Matt's teams' purpose is the very best referral prospects available any given industry with the purpose of doubling the size of the business. They are experienced in working with the big fish yet they love small businesses and never act like a candidate is above or working with them. They help their clients to set up their sights on the biggest referral targets in their industry resulting in huge dividends. It forces their clients to game up to the next level of growth in their business.
Doug Morneau: I'd like you to join me in welcoming Matt LaClear to the Real Marketing Real Fast podcast today.
Doug Morneau: Hey, Matt, super excited to have you on the Real Marketing Real Fast podcast today. Welcome to the show.
Matt LaClear: Thanks, Doug. Glad to be here.
Doug Morneau: Looking forward to this conversation. Like I said, I've got my pen and notepad out, SEO and making sure that we get more of the right traffic to our website and get them to execute. It's always important to me.
Doug Morneau: Do you want to give us just a bit of background on what your superpower is and how you help people in this particular space?
Matt LaClear: Yeah. But I started in this business when I was 25. That doesn't sound like such a big deal anymore. But I'm 50 now. I started out ... really this won't be my life story. But I started out in the lazy side of marketing back then when the internet was brand new, everything worked. I mean everything. it was you could go out and take a boat out into the middle of the lake and drop a bear hook in, with a rusty bear hook with a cane pole, just a $2 fishing pole and catch a 40 pound lake trout. Then you could do it all day long where you became a fishing expert within three days. I mean, that's what it used to be like. It was instant money. You could rank number one for a keyword within a couple three days. But those days are over.
Matt LaClear: Long story short, I was very good on the Black Hat side of things. Then Penguin hit in 2012. When they hit, our agency was running over 10, 11,000 campaigns for customers. In 2012, when they hit, over half of them lost their rankings and they had to let people go. They had to downsize. They had to move into their old rental properties. The ones they moved out of when I got them the rankings. It's like every bit of kudos I got as a Black Hat artist was disintegrated by Penguin and it should h...
A Business Continuity Plan with Doug Morneau
The one thing that you can expect from a global crisis like we're experiencing is that not everybody will lead well in this situation. "Once the quarantines over, what will my business look like?" How will customers want to be treated when we reopen for business? There are lots of different ways that you and I can support our local businesses and support each other. Is there something new you can do in your business to take advantage of the time that you have?
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There are lots of different ways that you and I can support our local businesses and support each other.
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Well, welcome back listeners to another episode of Real Marketing Real Fast. Today's going to be a solo episode. I just want to have a chat with you and just a conversation to see where you're at and how you're doing. In these crazy times that we're living in, I guess, there are a couple of ways that we can respond. One is to fight and the other one is flight, so we could run and hide or we could face what we're going through and just work through it. As I said, I'm not sure where you're at, but if you know me at all, you'll know two things for sure, that I'm very bold in my approach and have taken that approach pretty much all my life. Many other people call it arrogance, but really that's just how I'm wired. I tend to be pretty persistent and I don't quit easily.
The one thing that you can expect from a global crisis like we're experiencing is that not everybody will lead well in this situation. Several years ago, like a long time ago, I attended an event in New York and it was organized by Fast Company, the magazine, and it was called The Innovation Conference and I found it interesting on so many fronts. First of all, as an entrepreneur in small business and a Canadian small business, I was by far the smallest business at the conference and from what I could see I was only one of two Canadian companies that had made the trek to New York for this particular conference. The other one was a very large telco company in Canada called Telus and we were the two representing Canada.
One of the many seeming out of place activities that we did, there were many actually, there were skits, there was music, they had a series of speakers on all sorts of topics and the speakers were from very large companies. I'll share a little bit of that a little bit later with you, but one of the ideas that they wanted us to do is they wanted us to work with an artist to sketch a concept or an idea.
After having listened to several of these big companies like the NASDAQ Stock Exchange and Kevin from Dig and Lexus were there from their car division, The New York Times were there, is I worked with my artist and my sketch was simple. I had him do a sketch, which I titled Chaos and I'll tell you why in just a minute. If you see my sketch, if you just imagine for a minute, it was a bunch of people, men and women, basically with their heads buried in the sand. The concept I was trying to portray was that they were hiding or not acknowledging what was going on.
When I did this, I didn't have any a particular idea of what it was they're trying to ignore, but just the fact that often when there's chaos and there's confrontation and there are things that are happening around us, lots of people will hide versus looking at what's happening. If you can see this sketch this artist so brilliantly drew up for me, in the forefront of this sketch was a man standing tall with a pair of binoculars looking over all the butts of all the people bent over that had their heads in the sand. The caption just said, "What a clear view."
My thinking then was really simple. I had listened to a number of these companies talk.
How to quickly build an engaged audience with John Meese
We focus more on the longterm strategies that really stand the test of time to build an engaged audience and we spend less time on like TikTok and whatever the latest cool thing is. If you put systems in a few areas of your business, it dramatically increases your results. Email has continued to succeed and that's really the foundation of our business. So then it's a question of, "Okay, who's on your email list and how do you get them on your email list?" To quickly build an engaged audience I try to think through, "Okay, where's my target audience already hanging out online? And I pick one of those to focus on. At the core of it, are you creating real solutions to real problems for real people?
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To quickly build an engaged audience I try to think through, "Okay, where's my target audience already hanging out online? And I pick one of those to focus on.
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Doug: Well, welcome back. Listen to another episode of Real Marketing Real Fast. Today we're going to talk about profit and process. My guest in studio today is John Meese is the Dean of Platform University. John leads a team focused on simplifying online marketing for professionals and runs three successful businesses including a coworking space that is walking distance from his house. John's passion is teaching entrepreneurs and busy professionals how to systemize their business and build an engaged online audience. Well, hey John, super excited to have you on the Real Marketing Real Fast podcast today.
John Meese: Well, thank you, Doug, for having me. I am so excited to be here.
Doug: Looking through your bio, it looks like you've got lots of gifts and talents and lots of ways that you serve your audience. Do you want to share with our listeners right now what do you consider your superpower and how you help people?
John Meese: Yeah, no, I'd be happy to. I think that's, of course, my own perception of my quote superpower is definitely changed over time but something that really stuck with me that a colleague shared probably only a year ago was that... She commented that I have a unique perspective to understand the need for both process and profit. And so I've really been over the last couple of years really just been developing better, my understanding of the kind of where I fit in the middle of that because I find most entrepreneurs are typically either drawn to a kind of like the big promotions and big launches that generate lots of revenue or they're drawn to like operations and efficiency and managing budgets. And I'm in this weird tension in the middle where I get excited about profit being the scorecard. And profit is a mix of both how you make money as well as how you keep the money.
John Meese: I mean a lot of times when I work with clients they say that the like the whole idea of turning complex ideas into simple concepts something you can act on and that's something they often come up in the comment themes and feedback. So yeah, I mean I would say those would be my superpowers is simplifying things and then process and profit.
Doug: Well, and I mean obviously both those things are important for you to keep the lights on your business.
John Meese: Yes.
Doug: And my experience as I've gotten older is that I've now found myself spending more time on process than I did before too when I was a young entrepreneur was like, "Hey, what can we do just to get out there and make some money?" And then you kind of learn that, well now you want to scale. Now you need some process or processes in place and some systems, there are some operating procedures as you're going to start to staff or outsource and delegate. So is that what you're talking about when we're...
Tips on how to develop leaders with Peter Montoya
As I help develop leaders my job is to help them become much more effective. And oftentimes I serve as a leader confidant. The feedback agreement is, you want to give feedback that is kind, honest and helpful. All leadership is leadership development, which means that my sole job is to be coaching, training, mentoring people in my organizations to be a leader themself, leaders of friends and family, and leaders in my organization. And leadership development starts before the interview, most likely in the employee manual. There is no avoiding all political decisions. There is minimizing political decisions.
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Most leadership authors portray leaders as being extroverts. And that is categorically wrong.
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today in the studio I've got joining me, Peter Montoya. Now, Peter is a very gifted speaker. He is a bestselling author. He's a successful entrepreneur. And rarely do you find all three qualities like that in one person. Peter's a thought leader, he's a skilled orator and a leadership strategist with real-life experience driving his insights and ideas.
Doug: His business acumen, inspirational journey, and human behavior insight and decades of real-life experience have helped him become one of the most inspirational and sought after speakers, coaches, and leaders in development for creating high performing teams.
Doug: When he isn't transforming organizations around the globe, Peter lives with his wife and his two teenagers in Orange County, California. He is the best selling author. His first book was called The Brand Called You, and his latest book is called Leadership Power. He is also just starting a podcast that should be out shortly.
Doug: So I'd like to welcome Peter Montoya to the Real Marketing Real Fast podcast today. Well, Hey Peter, super excited to have you on the Real Marketing Real Fast podcast today. So welcome to the show.
Peter: Thank you, Doug. I'm thrilled to be here.
Doug: Do you want to give our audience just a high-level overview of your kind of expertise and how you help your clients?
Peter: Sure. You bet. My previous career wasn't that of personal branding. I wrote a book called The Brand Called You, and I spent the better part of 30 years working with independent financial advisors, helping them with their marketing and branding. So all that knowledge is still stored in my head. But as I've evolved, I really have become an expert in that of leadership in high-performance teams.
Peter: My job is to help leaders become much more effective. And oftentimes I serve as a leader confidant. Oftentimes what leaders need is someone to cry over the phone at nine o'clock at night when they're faced with really big decisions. And then also helping people inside companies work better together and get more done. And that really comes to the process of empowerment.
Doug: Well, as I mentioned before we started recording, one of the things that really caught my eye when I was looking through your skillsets, and I would assume those are your kind of four power talks or presentations you get, was the feedback agreement. And as a creative agency, often we find it difficult working with clients because everybody's got an opinion.
Doug: Can you walk us through a bit of the low hanging fruit, how you help your leaders to make sure that they're getting appropriate feedback and dealing with that, and being able to use that to empower their people and to still be able to execute?
Peter: You bet. A quick story. I'm on my second marriage. I've been married to my wife Amy, been with my wife Amy now for nine years. And maybe about a year ago,
Tips on how to gain confidence in public speaking with Mike Acker
When it comes to public speaking it's either confidence that's holding someone back or understanding that's holding someone back. Communication is currency. It's the currency we use in everything. Ultimately, anytime someone's giving a message, you are the message. A huge aspect of speaking. It's "Let me help you get what you want."
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When it comes to public speaking it's either confidence that's holding someone back or understanding that's holding someone back.
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Doug: Well welcome back listeners to another episode of Real Marketing Real Fast. In-studio today, I've got joining me, Mike Acker. Now Mike is a speaker, a leadership coach, he is a best-selling author, he has over 19 years of experience in speaking in leadership development and organizational management. In our conversation today, he revealed what was shocking to me but maybe common knowledge to you is that confidence comes from your identity. And one of the biggest issues that speakers have is confidence. So Mike is known for his authenticity, his humor, and his engaging presence. He specializes in fostering personal and organizational awareness, allowing the audience to personalize his presentations. And I'm sure you'll get that as you listen in to our conversation.
Doug: His expertise is in communications and leadership and he's drawn a wide range of engagements, including executive teams, emerging leaders, not for profits, churches and public schools. Well hey Mike, welcome to the Real Marketing Real Fast Podcast today.
Mike: Thank you so much, Doug. Great being here with you.
Doug: I'm super excited to talk to you. I've done some speaking. Not that it doesn't scare me every once in a while, but I still like to get out there and share my message. So you're the expert on this, so you do you want to give our audience just a little bit of background on what you do and how you help your clients?
Mike: Yeah, absolutely. It started really with me being a speaker for many, many years. So after traveling around doing conferences, doing workshops, speaking at churches and all these different environments, I started leading. And as I started leading people, I had a lot of people come to me and say, "Mike, can you help me get better?" And so people were [inaudible 00:01:44] just to show up at the church that I was leading at the time. And I would train speakers up and help them out, give them some feedback and it was really from this faith perspective.
Mike: Then as time passed, I started seeing that there was a need outside of the realm of the small world that I was living in. That people in all these different environments were needing help as communicators, as leaders, as CEOs, as executives. And I started developing little by little, just working with them on a speech here, speech there. But as people came, we started talking about, "How do I develop confidence? How do I do this? How do I do that?" They brought questions to me and I started writing that content. This turned into a book, so I wrote a book called Speak with No Fear. That's one of the biggest aspects that people would come to me, would be about, "How do I speak without feeling so anxious and nervous and I want to throw up. How do I get over that?" So I wrote a book about that. Extremely well received, picked up by Forbes. I wrote a second book on how to write a speech. So all this together created really this whole company that I developed on how can people take their potential and turn it into their actual?
Mike: So I do that speech coaching, through programs, through books, through workshops. Helping people take their potential as a speaker, their potential as a communicator,
Tips on how to respond to leads quickly with Maddy Martin
The most critical thing to moving the needle in your business is to respond to leads quickly. If you don't have texting enabled for your business phone number, you're probably missing a lot of leads. The most effective thing to do is to identify those top two or three things that you need to determine if the person contacting you is a good fit. An important component is business continuity. If there was ever anything to happen to you who have you trained to take over those conversations? Chat is actually an incredible SEO hack and we use a free chatbot.
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The most critical thing to moving the needle in your business is to respond to leads quickly.
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It's really important that when you have new leads who are looking to reach you, that you're responsive seven days a week and that you also have services that have continuity both for inbound and also being able to make outbound responses to people who, for example, fill out a web form.
Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. In-studio, today, I've got joining me Maddy Martin, had a great conversation with her on how her company comes alongside companies like yours and mine and becomes part of the team to help with lead conversion, and lead qualification, and just handling all those inbound inquiries, and sorting them and prioritizing them, and helping us to leverage as entrepreneurs, and business owners and marketers to leverage our time.
Doug: Maddy is the Head of Growth and Education at a company called Smith.ai, which provides integrated phone and web chat services for solo and small firm attorneys including their virtual receptionist, intake services, live website chat, and keypad cloud phone service. She has spent the last decade growing tech startups from New York to California and has expertise in digital marketing, small business communications, lead conversion, email marketing, SEO, and event marketing.
Doug: Well, hey, Maddy, super excited to have you on the show today. I know it's been a while trying to get you here and so happy to have you here to share with our audience. Welcome to the Real Marketing Real Fast podcast.
Maddy Martin: Thanks, Doug. It's right to be here.
Doug: We had a brief chat before we started recording today and I'm really excited for you to share with our audience exactly what you do and then we will kind of dive into that and take one piece at a time and try to roll it out so people understand it. How do you serve your audience?
Maddy Martin: We are a virtual receptionist and webchat service for solo and small businesses. We improve their responsiveness to new and existing clients because we know that with marketing the most important thing is to be very prompt to respond to the new leads who are coming through, whether that's through referrals, paid search, organic, you name it. The most critical thing to moving the needle in your business is to respond.
Doug: Well, it's funny because I spend a lot of time online looking for vendors, and suppliers, and people that I need to work with to help my clients. What the most frustrating part for me is when I send, I fill in the webform and I hit the submit button. I always wonder, "Am I ever going to hear from these people again?" The answer to most of those inquiries is, "No, I will never hear from them even though I've requested their services."
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The most critical thing to moving the needle in your business is to respond to leads quickly.
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Maddy Martin: Yeah.
Tips on how to be a niche marketing success story with James Soto
By focusing on the industrial sector niche, really understanding it, we've been able to really build that empathy, knowledge and actually help them grow their businesses. I think the big lesson we learned is that you have to slow down in order to speed up. Further, you have to know that everything starts with strategy. One of my beliefs is I believe you've got to make your way of doing business obsolete before generational technology, market forces, or the competition does. "What do we really know about critical metrics that will either predict the success or failure of our efforts?" And you're willing to call out the fact that maybe there isn't a commitment to the marketing function.
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By focusing on the industrial sector niche, really understanding it, we've been able to really build that empathy, knowledge and actually help them grow their businesses.
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Doug Morneau: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today my guest in studio is James Soto. He is an industrial marketing pioneer. I had a great conversation with him. He left some great tips in terms of strategy and tactics in marketing. I'll think you're really going to enjoy this episode. The big plus I want you to get away ... to get from this episode as well as listen to his business model, how he's niched down and he sells his services at a premium and he's in demand. A little bit about James. James is a three-time Inc 5000 fastest growing company leader. He's a keynote speaker and recognized contributor to Fabtech, HubSpot, Modern Machine Shop, Mashable, and LinkedIn events. As well, he is also the host of Industrial Strength Marketing on YouTube where he shares about his marketing insight that helps industrials make marketing the strengths of their business. As the founder and CEO of Industrial, one of North America's top marketing ENCs, James has worked with major B2B brands and industrial brands, such as motion and industry Schneider Electric, ABB, [Bulford 00:01:12], SKF, Coates, Hunter Fan, NIST, PAM Transport, AS&E, and Manufacturing USA.
Doug Morneau: James is also a prolific visionary and he's responsible for branding and co-producing manufacturing day, which was the largest industrial sector promotion in US history. Now, he's the co-founder of Nashville Made. It's a community focused on making way for manufacturers to thrive in Nashville's urban core. Born industrial, raised digital, James shares his point of view as to why leaders, marketers, and sellers must make their way of living and marketing obsolete before generational technology market forces or the competition does. I'd like to welcome James to the Real Marketing Real Fast podcast today. Hey, James, so excited to have you on the show today. Welcome to the Real Marketing Real Fast podcast.
James Soto: Great to be here, Doug.
Doug Morneau: Do you want to take 30 seconds or a minute and just give a high-level view of what you guys are doing and how you're helping your clients move the dial?
James Soto: Yeah. I'd be happy to. I'm the founder and CEO of Industrial. We are a brand business growth consultant. We're focused squarely on the industrial sector. Really what we do and what we ultimately promise is to help our clients be better marketers and sellers of their industrial products and services. Really, we help them with the mindset that they have to be great marketers where they are not. We built a strong business around that growth consultancy in a brand and business positioning strategy. The fully integrated marketing mix, digital marketing TechOps and enablement, and analytics and insights practice. By focusing on the industrial sector, really understanding it,
Tips on how to grow your business' revenue and leads faster with Kenn Costales
The big hurdle that you need to overcome in growing revenue and leads is trust, and having that personal brand, up and active, helps solve that problem. And then, once they do sign up, it's not over yet, the selling process is not over, yet. So, having a PDF makes a lot of sense, to build more trust and rapport with the potential client. Organic Facebook is not your Facebook page, but rather it's you. Business owners within Facebook using their own Facebook page to create original content. What we normally do to improve trust for B2B businesses is to do a lot of PDF downloadables, or basically, white papers or primers. I think after working with a whole bunch of B2B folks, quality is almost always way, way more important than quantity.
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The big hurdle that you need to overcome in growing revenue and leads is trust. Having your personal brand up and active helps solve that problem.
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Doug Morneau: Welcome back, listeners, to another episode of Real Marketing, Real Fast. Today in the studio, I have to join me, Kenn Costales. He is the Founder and the Lead Consultant for a company called Monolith Growth Consulting, they are a paid search and social media agency that helps Shopify stores and lead generation businesses around the world to grow their revenue and their ROI.
Doug Morneau: Kenn is a 2019 Honoree listed in the Forbes 30 Under 30 Asia for marketing and advertising. What sets Kenn's agency apart is that they build fully paid ad funnels for their clients. They specialize in customizing the landing page, and the emails, to maximize conversions. They build a custom dashboard, where the clients get to see all sorts of data, like customer lifetime value, frequency of purchase, basket analysis rate, to maximize retention. So, before starting his own agency, Kenn worked as a Brand Operations Manager for Proctor & Gamble and has managed multi-million dollar businesses in Asia, like Olay and Head and Shoulders. So, I'd like to welcome Kenn to the Real Marketing, Real Fast podcast today.
Doug Morneau: Hey Kenn, super excited to have you on the Real Marketing, Real Fast podcast today, so welcome to the show.
Kenn Costales: Thank you, thank you for inviting me.
Doug Morneau: So, I love talking about marketing, and business, and lead generation, and that seems that's your wheelhouse, and that's where you have your expertise. So, do you want to share with our listeners an overview of the types of services that you typically offer to your clients?
Kenn Costales: Sure, happy to do so. So, we're mainly a digital marketing agency. Now, in terms of the clients that we serve, they normally classify under two categories.
Kenn Costales: One is in the eCommerce space, so we mostly help out Shopify businesses, Woo Commerce business, grow their ROI online. Whether it is through Facebook ads, Google ads, or email marketing, it's something that we help them out with, so that's one category.
Kenn Costales: The other category is what I would generally term as lead generation businesses. So, it covers quite the gamut of sub-industries. So, we've helped out consumer services businesses, so that means interior design firms. We've also helped out a construction services firm, specifically what they do is they help out architects, engineers, do 3D modeling, so basically it's a service company. We've also helped out IT staffing companies, as well.
Kenn Costales: So, I think when it comes to helping clients more qualified leads, if you're in the B2B space, or if you're just trying to get more sales on the eCommerce space, that's where we specialize in.
Doug Morneau: So,
Tips on how to unlock the power of sponsorship with Ken Ungar
Companies get into sponsorship for a variety of reasons: brand awareness, entertain a prospect, employee engagement, generate leads, provide product sample. All of those things could be accomplished with the right sponsorship. So, generally, those lower-profile events, those events that are not perceived to be as commercial, the benefit to those sponsors is greater at those smaller, more localized events. Ensuring that the sponsor gets what it paid for, and, more importantly, fully leveraging what it paid for is a critical thing. If you spend $50,000 for the right's fee, you want to plan on spending around $50,000 inactivation for a total budget. If it's a lot less than that like if it's 0.25 to 1, don't do it.
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When it comes to sponsorship, there are all kinds of benefits to telling your story and just telling it appropriately. That's really the only guideline.
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Doug Morneau: Well, welcome back, listeners to another episode of Real Marketing Real Fast. Today, we're going to talk about all things sponsorship marketing. And in the studio, I've got joining me Ken Ungar, who is an author, speaker, and sponsorship expert.
Doug Morneau: Ken is the president and founder of a company called CHARGE. And prior to founding the agency, Ungar worked as a marketer, a league representative, event promoter, and a business leader at the highest level of professional sports. He is an attorney and a member of the American Marketing Association and the Sports Lawyers Association.
Doug Morneau: His experience in sports business, personal branding, media training, sponsorships, and endorsements, as well as agents and legal issues, led him to author Ahead of the Game, What Every Athlete Needs to Know About the Sports Business.
Doug Morneau: Ungar has worked with marquis brands on sports sponsorship and endorsements, including Bridgestone-Firestone, Coca-Cola, Disney, General Motors, Honda, Jim Beam, Microsoft, Reebok and more. Ungar's media interviews have been carried on outlets including ABC News, CNN, ESPN, Forbes, Fox, Good Morning America, LA Times, New York Times, Chicago Tribune, Washington Post, Sports Journal, Sports Illustrated, USA Today and World Tonight. He's also had a position or held a position as chief of staff of the Indianapolis Motor Speedway and the chief marketing executive for IndyCar.
Doug Morneau: So, I am super excited to dive into this conversation about how sponsorship works and how to cut through the clutter for our marketing messages and get ROI from our sponsorship. So, I'd like to welcome Ken Ungar to the Real Marketing Real Fast podcast today. Well, hey, Ken, super excited to have you in the Real Marketing Real Fast podcast. So, welcome to the show today.
Ken Ungar: Thanks, Doug. It's really great to be here.
Doug Morneau: Well, I was super excited to see that you are involved with IndyCar, being that I've done a little bit of work in that space years ago. But I think it's going to be a great conversation and just want to turn it over to you to share a little bit about what your company does at CHARGE in terms of helping people understand and leverage sponsorship marketing.
Ken Ungar: Yeah. Well, thanks, Doug. I feel that I'm a Sherpa guiding clients through sponsorship. Our agency helps them identify opportunities and also helps them avoid the pitfalls so they can really use this marketing tool to accomplish a lot of their business goals.
Doug Morneau: So, I mean, the first thing is an opportunity. So, I guess, you can't be everywhere so do you normally suggest or recommend to your clients when you start working with them that they look at one or two or three areas opposed to trying to be "Hey,...
How to create a high converting sales funnel with Joel Louis
An activation sales funnel is a great place to start. Once getting ROI could focus on lower value ladder items like an ebook or quiz. If you're driving traffic, meaning you're paying money or you're doing specific Facebook Live's or specific posts and you're driving them to your website you're literally driving them to a brick wall because your website has a lot of distractions, there's a lot of noise what I like to call it. It comes down to did you do your work? Did you look at the red ocean, so what market are you trying to serve? Hey, I'm in a red ocean, and then from that red ocean did you create a blue ocean offer? Did you create something that differentiates?
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An activation sales funnel is a great place to start. Once getting ROI could focus on lower value ladder items like an ebook or quiz.
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Doug: Well welcome back to another episode of Real Marketing Real Fast. Today's guest in the studio is Joel Louis. He is the founder CEO of a company called Integrator and Co. They are a digital marketing agency based out of the Boston area that helps experts reach more people, scale their business, and increase online sales. Joel and his team specialize in funnel strategy, funnel design, funnel repair, and funnel building. In addition to generating millions of dollars and thousands of leads for his clients, Joel is the father of three, he is very passionate about the intersection of fatherhood and entrepreneurship and I also see he is a fellow crossfitter. Today we're going to start off our conversation with the five reasons your website is killing your marketing efforts. Let's welcome Joel to the Real Marketing Real Fast podcast today.
Doug: Well hey Joel, super excited to have you on the Real Marketing Real Fast podcast today so welcome to the show.
Joel Louis: Thanks Doug, so happy to be on your show today.
Doug: I was super excited when I was looking at your bio and background because you have so many things that I'm deeply interested, I know our audience is, in terms of building a business, scaling a business, and as we got to the end of our conversation pre-recording talked about a couple of other things that you spend time with. One is your family and I've noticed that you're also a crossfitter. I can feel your pain, I'm in the box three days a week and then do a day of Olympic lifting as well.
Joel Louis: Wow, awesome.
Doug: Why don't we start with the meaty thing right upfront. I think one of the talking points I saw that was interesting and maybe a bit shocking is it says five reasons why your website is killing your marketing efforts.
Joel Louis: Yes.
Doug: Do you want to walk us through what that is and why people probably don't realize it and they're ignoring it?
Joel Louis: Yeah absolutely Doug and thank you for having me and thank you for bringing up the family. For my family first and I forget who said this quote but it goes, "The things that matter most should never come at the mercy of the things that matter least." I always love to lead with the family because that's really important and that's really why I'm doing what I'm doing and I'm sure probably a lot of your listeners do what they do as well.
Joel Louis: In terms of the five reasons your website is killing you, so we all have been told, "Hey you have to have a website. It's absolutely needed." I still think a website is needed. It's that digital business card, it's your digital footprint, it's where you're going to have your blog, your podcasts, and all that stuff. The thing with a website is that, as you are aware and we've been hearing it with social media, the rise of social media,
Tips on how to scale your business past six figures with Taylor Welch
To scale your business you have to be okay with earning money off of the effort of the people on your team and trusting the people on your team. To get to six figures is pretty much your effort. But then you pass a critical mass where getting past seven figures and eight figures, you have to disconnect that. For us, it was, the first hire was a client success director. People are doing a million things, none of it works. And really targeting them towards the one, two, maybe three things that they need to be doing in their business to scale. If you really go beneath the surface, it's an identity modification company. We are rewiring the way people think about themselves, their markets, their teams, money.
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To scale your business you have to be okay with earning money off of the effort of the people on your team and trusting people on your team.
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today we're going to take a slightly different direction on the podcast and podcast topic. You've often heard me say that never ask anyone for advice who hasn't done what you want to do or is willing to pay the price that you're willing to pay. And I think our guest today just exemplifies an individual who has built a very successful business, scaled business from a startup to six figures, to seven figures, to eight figures, and now looks like he's going to cross the nine-figure barrier.
Doug: My guest is Taylor Welch. He is a co-founder of a company called Traffic and Funnels, which many of you have probably heard of. An investment company called Wealth Cap Holdings, and he's also the CEO of a website called Sales Mentor. He helps his clients build online digital marketing systems and drive paid traffic to them. They will teach you how to generate these leads. But more importantly, I think what you'll find in listening to our conversation today is that, in terms of scaling, a lot of scaling has to do with your mind, your mindset, the things that you're doing, the things that you shouldn't be doing. So I think you'll enjoy this conversation. So sit back, get your notepad out. And just enjoy the conversation today with a Taylor Welch. Hey, Taylor, super excited to have you on the Real Marketing Real Fast podcast today. So welcome to the show.
Taylor Welch: Thank you for having me. Glad to be here.
Doug: So you've got, man, a ton of business history in a real short period of time and have built a very successful business, obviously doing more things right than wrong. So do you want to give us just a thumbnail for our listeners who don't know who you are and what you've done, kind of where you're at in your life today?
Taylor Welch: Yep. So we started an advertising agency, then got into advertising and marketing consulting. This was about 2016 and '17. It grew really, really fast. My business partner and I, we were able to learn the underlying principles behind scaling, which I think we're going to talk about today. Got into real estate. And we've kind of gotten into a lot of different things. But today, we run about 20,000 clients a year. We have a couple of million dollars in real estate portfolios. We're doing wealth management training. We're kind of all over the place, but we have an amazing team that allows us to do that.
Doug: So what was it like when you started scaling your business? And when we talked briefly before we started recording today of the difference between the mindset of I'm someone trying to get to six figures and then someone moving from six figures to seven figures.
Taylor Welch: Yeah. The hardest part that I've seen and this is,
Marketing funnel tips from the 28-year-old millionaire Tanner Chidester
I have a systematic process of moving people through my marketing funnel quickly and efficiently by asking important questions. Then we sign them up for a call. And I think it's what has allowed me to grow so fast because I'm doing things most people aren't doing and so when you do that usually it gives you an advantage over others. I'm pretty vocal about I don't like the low ticket model for beginners. I think that that's what actually kept me stuck for the first two years. I was like I'm going to be successful or I'm going to be homeless and when you have a mindset like that it's hard to fail. At the end of the day it doesn't freaking matter how it works, you've just got to get it to work. As long as the lead turns into a sale you're good to go.
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I have a systematic process of moving people through my marketing funnel quickly and efficiently by asking important questions. Then we sign them up for a call.
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. In the studio today I've got Jamie Tanner-Chidester he is a 28-year old millionaire. He is the CEO of two companies, Elite CEOs and Fit Warrior and what I want you to listen to in this episode is I want you to listen and understand how he uses pay traffic, how he started, it didn't work and how he managed to continually test and try until he got it to convert. And now he spends between $200 and $250,000 a month driving traffic to his sales funnel and operating an eight-figure business.
Doug: So Tanner has been an industry leader not only in the fitness industry but also in digital marketing and sales as well. He is a four-time winner of the 2 Comma Club in ClickFunnels and as you'll hear in this episode he is now going to the 8 Figure Funnel award. He works with Fitness Warrior which is a fitness coaching program, he helps to shred fat and eat how they want and with his business Elite CEOs, he helps fitness trainers and online businesses generate more revenue.
Doug: So if you're interested in generating more revenue, growing your business from six figures to seven or seven to eight sit back, tune-in and listen to Tanner [inaudible 00:01:20] I hope you enjoy this episode. So hey Tanner, super, super excited to have you on the Real Marketing Real Fast podcast today. So welcome to the show.
Tanner Chidester: Yeah, thank you so much for having me I'm excited to talk about marketing and see what value I can provide, so thank you.
Doug: Well I mean there are two things that I found really interesting around your background and one is that you've developed a very successful business coaching people and helping them make money online and you also pay attention to your health. And you've helped people walk through the health journey and often lots of times as people build big businesses they spend all their time on the business end, they don't spend any time on their health. So if you want to just share a little bit on how you combine your passion for eating and living well, as well as building a business?
Tanner Chidester: Yeah, absolutely. So I mean ironically when I first started I didn't know what to do and I had a mentor and he was like, "Well what are you good at?" And I was like, "Well not really anything. I work hard and I work out." And he was like, "Well why don't you do fitness?" I was like, "Okay." So yeah I started off just helping people get in shape and I built that pretty big and before you knew it I had trainers and so forth they were asking, "Hey man how are you doing this?"
Tanner Chidester: Because most trainers don't make a lot of money and ironically to your point it's k...
Social Media marketing strategies that drive sales with Marty Mcdonald
Marty starts with social and then helps clients integrate that to their overall sales and marketing strategy moving forward. So what's the plan? Let's plan for this, let's work on this. Because sometimes people still think, even though it's 2020, they think the Internet's magic. I'm a big fan, especially in e-commerce, of email. You can't set it and forget it, even though on the face, it looks good. So that's been one of the eye-opening things. I love micro-influencers. Give me somebody that has 500 listeners to their podcast, and they have an email open rate of 75%. Because those are more powerful especially than trying to go and get a celebrity to endorse your product.
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Marty starts with social and then helps clients integrate that to their overall sales and marketing strategy moving forward
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Doug Morneau: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today in the studio I've got joining me a fellow marketing agency owner, Marty McDonald. He is the co-founder and CEO of a company called Bad Rhino, which is a full-service social media marketing agency. When I first talked to Marty, he said he starts with social and then will help his clients integrate that to their overall sales and marketing plan and strategy moving forward.
Doug Morneau: Since about 2002, Marty's consulted with small businesses, startups, and many other businesses to help them succeed online. Bad Rhino is a full-service social media agency, it's a digital agency that was founded in 2011. And today their services ... They service clients locally, nationally, and globally. Marty's also a podcaster, and he is an author. And the name of his podcast is Taps and Tees, which you'll be able to check out in the show notes. And the book he's written as an author is Great Beer is not Enough.
Doug Morneau: One of the reasons that he said Bad Rhino's grown to be so successful so quickly is due to their ability to develop truly unique and highly customizable strategies that create really incredible exposure for their clients and businesses. So their full-service approach means that they not only create these amazing strategies and plans, but they also stick around to help implement them, manage the day today, and that includes delivering messaging to their customers.
Doug Morneau: So, I'd like to welcome Marty McDonald to the Real Marketing Real Fast podcast today. Hey Marty, super excited to have you on the podcast today. So welcome to the Real Marketing Real Fast podcast.
Marty McDonald: Hey Doug, great to be here. I appreciate it and looking forward to it.
Doug Morneau: I really love talking all things marketing, and it's great to talk to a fellow digital marketer, podcaster, and author. So looking forward to having a conversation and just helping our listeners understand a little bit more about what you do and your focus. So, when we started talking to you for the recording, I said, "Hey, what's kind of your superpower?" And you said, "I help people with social, we kind of lead with that." So, why don't we just lead with that now and just kind of walk us through the process of what that means for you guys, and what that typically means for your clients?
Marty McDonald: Absolutely. And thanks again, Doug, for having me on. Bad Rhino is a social media marketing agency. We founded it at the end of 2010, so we're actually entering into our tenth year.
Doug Morneau: Well, congrats.
Marty McDonald: Thank you. I've been playing around in marketing, and digital marketing especially, since 2002. So a lot of times I feel like a dinosaur when I talk about the old stuff.
Email deliverability tips you need to know with Alice Cornell
So the major key to deliverability, the secret is to send an email that people want. But these days, spam is more much more likely to be mail people don't want, or are no longer interested in. But basic things, like making sure that your welcome message is right, can make such a massive impact on your overall deliverability. One of the things that I wanted to talk about a little was how targeting by segmentation was really hugely beneficial for us because we started treating our user base differently, depending on how engaged they were with our site. Most email deliverability issues that I come across come down to data quality, or frequency.
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Most email deliverability issues that I come across come down to data quality, or frequency.
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Doug: Well, welcome back listeners, to another episode of Real Marketing Real Fast. Today we're going to talk about email deliverability, and my guest is Alice Cornell. She is the Director of Email Deliverability at a company, or organization, that most of you have likely heard of, Change.org. After 18 years of working in the digital space for many large corporations, such as Return Path and Cheetah Mail, and a number of other email service providers, she now works for the world's biggest platform for social change. And they use email to enable 300 million users across the world to make the change that they want to see.
Doug: I think you'll enjoy the dialogue, her simple advice on how you and I can take a look at what we're currently doing in email, make some changes, and see improvement in our engagement, and our deliverability. So I'd like you to join me, and welcome Alice to the Real Marketing Real Fast podcast today. Hey, Alice. I'm super excited to have you on the Real Marketing Real Fast podcast today. So, welcome.
Alice: Thank you so much. Thank you so much for having me.
Doug: I was really excited, and looking forward to the interviews. I was just looking at your background, and your experience in this space, where many people struggle, and often people don't realize they struggle, and that's getting their email to the inbox. Do you want to share with our listeners just a little bit of backstory, as you discuss that you worked from the ESP side, and now you're switched to the brand side, and what that looks like?
Alice: Sure. It's been an interesting transition from the ESP side through Return Path, to actually working directly for a brand. It makes me want to contact all my past customers and apologize to them because sometimes we don't realize how making a business case for deliverability can be really difficult, and now I understand that that can be a tough goal.
Doug: Yeah, absolutely. So with the work that you're doing, you're in an interesting situation, because I'm assuming that when people are using the platform that you were... So you work for Change.org, right?
Alice: That's correct.
Doug: And so, I'm assuming that you've got this massive amount of people coming through, signing up for a petition. So you're going to have all sorts of email addresses, and lots of them are not going to be business email addresses. It'd be personal email addresses. So what does that look like from your point of view, from an email marketer, making sure the message gets there, compared to what we might experience as a business? Are they the same? Are they different?
Alice: I think they are different, and I think that we have a particular challenge at Change.org, which is probably different from a lot of other people dealing with B to C. One, we're in 17 countries, which is always a challenge of itself. But our users come to us for very different reasons.
Tips on how to turn your B2B prospects into customers with Morgan Williams
In B2B sales you need to get in front of your ideal prospects and talk to them, help solve their problems and start the sales process. Cold email is not spam. Spam is sending out irrelevant messages to people at high volumes. Cold email is reaching out to a business or to a person with a relevant message where they have no prior knowledge of you. Please follow up more. Anyone, please follow up more. If you follow up several times, you will have increased response rates, I promise you. Intent data is becoming a really hot topic in the B2B space. And essentially what intent data allows you to do is find people who are actually in the market for the services you have to offer. You're literally able to see based on lots of different data points who would be ready to buy. It is incredible how underutilized texting is in the sales process and how effective it is. It's crazy.
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In B2B sales you need to get in front of your ideal prospects and talk to them, help solve their problems and start the sales process.
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today we're going to talk about cold email, lead generation in the business to the business side, and I think you're going to enjoy the conversation. My guest today is somebody that I had connected with on LinkedIn, he works in the B2B space. He is also a fellow podcaster, podcast host. He has a podcast called the B2B Sales Tech Podcast. His name is Morgan Williams. He works as an enterprise sales rep. He is a blogger as I mentioned, a podcast host. He's based in Chicago, Illinois, and he helps companies create content so their salespeople can master cold outreach so they can book more appointments with their ideal leads. So I think you're going to enjoy our conversation, so welcome to the Real Marketing Real Fast podcast today.
Doug: Well, hey Morgan, welcome to the Real Marketing Real Fast podcast today.
Morgan Williams: Thank you so much, Doug. A pleasure to be here.
Doug: Super excited to have you on the show, and I looked at your bio and your background and I thought, "This really cool, A B2B guy who's in lead generation." And I was doing some keyword research on a project for a client and it was interesting that that's one of the number one issues that businesses struggle with. Do you want to just give us a 30,000-foot view of what you're doing and then we can dive a little bit deeper into the tactics?
Morgan Williams: Yeah, absolutely. You are right, it is a pressing issue for every... I pretty much work in technology, SaaS, that's the environment that I'm in, and it's really an issue for every company that's looking to sell to other businesses. How do you get new blood in the door? How do you get more revenue? How do you get more sales? And that all starts with meetings. B2B, you need to get in front of your ideal prospects and talk to them, help solve their problems and start the sales process. Well, most people have that cover when it comes to warm contacts, they're selling to their warm network or referrals or what have you, but getting the attention and gaining the trust of cold prospects within a sales cycle is tough, it's challenging.
Morgan Williams: And what's making this even harder in a 2020 environment, is the fact that there are so many companies or sellers that are entering the system. It's supply and demand. There are more sellers entering the system, and at least I used to work in cybersecurity and we're seeing that a lot. There's a ton of sellers entering the system and the number of buyers is staying relatively stagnant or growing very slowly,
Tips on how to use video ads to increase leads and sales with Aleric Heck
Our clients that are adding YouTube video ads to their sphere of marketing and advertising, is they're seeing that's what's currently providing the biggest return on ad spend because of the fact that it has that rich media that people can watch. But when you start out with YouTube, we've done a lot of testing, natural actually works better. We found the best ads on YouTube, especially for people that are the face of a business, if you're a coach, consultant, course, something like that, is to have a two to a five-minute-long ad. If you want your clients to succeed the best, I really, genuinely believe this, you have to give a holistic view of what they need to do to succeed because people don't know what they don't know. You can't just promise somebody that it's a silver bullet if you to do just this one thing. The difference-maker between a campaign that can do good, or a campaign can do phenomenal, is how deep you go with your targeting.
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YouTube video ads: If a picture's worth 1000, or 100 words, what is a video worth? A million?
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today, we're going to talk about all things YouTube advertising, and how to get the highest ROI from your online advertising.
Doug: Our guest in the studio today is Aleric Heck. He was a teenager when he first started his YouTube channel, and fast forward 10 years, he's now a leading expert in YouTube ads and runs Ad Outreach, which is a leading firm in the space. Aleric not only teaches the strategy, but he does it himself, generating over $2 million a year in his own YouTube ads. He is a member of the coveted ClickFunnels Two Comma Club, and his YouTube programs and ads help coaches, consultants, and course creators generate leads and sales from YouTube ads.
Doug: If you listen later in the episode, he's going to talk about the 3D approach, and why most people who are running YouTube ads fail because they're only using one particular channel. He's helped his clients generate over eight figures in sales from YouTube. Today, Aleric is here to pull back the curtain, and we're going to have a great discussion, I think you'll enjoy it, and show you how we crack the code with YouTube ads, and how you can do the same. So, welcome Aleric to the Real Marketing Real Fast podcast today.
Doug: Hey Aleric, super excited to have you on the Real Marketing Real Fast podcast today.
Aleric Heck: Excellent. Well, thank you for having me on, Doug, I really appreciate it.
Doug: Here we are, having an audio interview in, as you discussed before we started recording, in the year of ... or, the decade of video.
Aleric Heck: Absolutely, absolutely.
Doug: Do you want to just share what your vision is for 2020, and this next few years moving forward, as you guys focus, extremely, with intent, in the video sector?
Aleric Heck: Absolutely, thanks, Doug.
Aleric Heck: I would say that my main area of focus and expertise is with YouTube ads, but it's not just YouTube that is going to be the focus going into 2020. It's a total change in the advertising that breaks through to people and breaks through the noise and clutter. Right now, there's a lot of people relying on image ads, even text ads on Google, but image ads on Facebook and people are just seeing the marketplace get more and more crowded. One swipe and you've gone on Facebook. One image, you're scrolling through a feed.
Aleric Heck: What we're seeing as a shift in 2020 is to video advertising. It's essentially the same as taking the power of video ads, which in the past, used to be just relegated to TV commercials, right?
Tips on how to deliver personalized content in real-time with Gretchen Scheiman
I would say personalization is utterly fundamental and core to any marketer's strategy. Almost 90% of retail marketers are using personalization today. In an email, you need a vendor that can help you overcome the limitations of flat emails and change images on the fly and make them more dynamic It is an ongoing source of tension for marketers because a customer is always going to buy more when things are personalized. We've proven that over and over again. But a customer is also always going to be very, very concerned when somebody gets too personal.
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I would say personalization is utterly fundamental and core to any marketer's strategy. Almost 90% of retail marketers are using personalization today.
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today in studio joining me is special guest, Gretchen Scheiman. She is the senior director of marketing for a company called Liveclicker. It's an advanced personalization platform that helps brands create timely, relevant, engaging moments that inspire action. She has over 15 years experience in marketing management, building and leading high performing teams on the client and the agency side. Gretchen specializes in methodical marketing funnel optimization and bringing an analytical perspective to how organizations can best use their talent. The tool that I'm sharing here with you, Liveclicker, gives marketers the ability to instantly personalize messages with any data from any system all at the moment that the subscriber opens your email. So, at last, it's possible to execute the long-held vision of personalization of scale. So I'd like you to join me in welcoming Gretchen to the Real Marketing Real Fast podcast today.
Doug: Hey Gretchen. Good morning and welcome to the Real Marketing Real Fast podcast today.
Gretchen S.: Thank you so much for inviting me, Doug. I really appreciate it.
Doug: Well, I think it was a mutual friend, I think it was a Ryan Phelan who introduced us and I'm happy he connected us. I really thought the information I found on your website in terms of personalization was super interesting and will make a great conversation today. So why don't you start us off and just give us a little bit of background on who you are and what you do?
Gretchen S.: Sure. Well, I am the senior director of marketing for Liveclicker. That's an advanced personalization platform. We help brands create awesome, amazing, engaging moments that just inspire customers to act and to do and to buy or anything else their brand is looking for. I have well over 15 years of experience in marketing management. I've been doing this for a long time, both on the client-side, on the agency side and now on the vendor side. And personalization has been near and dear to my heart from the days of Epiphany and some really old systems that are out there. And we've been working on it for quite some time now. So I'm just excited to talk about that today.
Doug: Well, I'm excited about all the changes in terms of technology and how it makes the experience for the end-user better, opposed to just a more technology for marketers who often just like the shiny new objects. So for our listeners who aren't aware of what you mean by personalization, can you just take a few minutes and explain what that is, please?
Gretchen S.: Absolutely. I would say personalization is utterly fundamental and core to any marketer's strategy. And realistically, almost 90% of retail marketers out there, if we're just looking at one segment alone, are using personalization today. But that includes some really basic stuff. And personalization has a pretty broad spectru...
Tips on becoming a fractional CMO with Skip Fidura
Every day I look at what value have I added, and both immediate value and potential long-term value. As the fractional CMO, I'm a member of the team. I've got a company ID, I've got my key fob, I've got an email address. I make sure I go through the staff induction. One of the things that I discovered really early on is you very quickly start talking in the first person, the first-person plural if you're a real pedant. It's all about us and us. It's not about you. I know working remotely is all trendy and lots of people love it, and I'm one of those people who love it. I love that kind of flexibility. But there's nothing to replace actual face-to-face time. I think we will start to see more fractional people and for a wide variety of reasons. One, the nature of business is changing and there are a lot more small companies. And the other thing is it's great. From my perspective, it's great. The flexibility is fantastic.
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As the fractional CMO, I'm a member of the team. I've got a company ID, I've got my key fob, I've got an email address. I make sure I go through the staff induction.
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Doug Morneau: Well, welcome back, listeners, to another episode of Real Marketing Real Fast. Today in the studio, I've got joining me Skip Fidura. Now I met Skip through the Only Influencers email marketing group. Skip is a speaker, he is an author, and he's a board-level marketer and he works with both the B2C and B2B in a variety of industries. He has a deep technical background.
Doug Morneau: Skip recently was working with a company called Dotmailer. He was there for about nine years, and now he's working as a fractional CMO. So he offers companies the ability to get a piece of his deep knowledge and experience in digital marketing, email marketing, SEO, social marketing, as well as integrated marketing. So I'd like to welcome Skip to the Real Marketing Real Fast podcast today.
Doug Morneau: Well, hey, Skip. Welcome to the Real Marketing Real Fast podcast today. How are you?
Skip Fidura: I'm great, Doug. Thanks for having me.
Doug Morneau: Super excited to have you on the podcast today and show off your superpower so you can ... by the end of the podcast, all our listeners will have all their sales and marketing problems solved. That's amazing.
Skip Fidura: Okay. You've just set the bar really high.
Doug Morneau: Well, I asked you what your superpower was, and you said before we started recording that you were going to actually fly. That was your superpower. And I didn't think that would work well on the podcast being it's not visual. So we thought we'd come up with something a little simpler.
Skip Fidura: I like it. I like it. Yeah. Flying is not good for the radio.
Doug Morneau: No. Although someone did tell me that I look good as a podcast, I have a face for podcasting, not necessarily broadcast. So you work where you're planted.
Skip Fidura: Yeah. I disagree. I think you're a fine-looking man.
Doug Morneau: Well, thanks so much. So let's get into it. We connected through the Only Influencers group, and you are a marketing professional speaker, author, and expert. And one of the conversations that we had was around your role now as a fractional CMO. So do you want to take just a couple of minutes and give people a snapshot of your background and what you're doing?
Skip Fidura: Yeah, I would actually. That's great. So a fractional CMO, fractional is really just part-time rebranded. So as proper CMOs should, the first thing I did was a rebrand. And I work with companies that need a senior marketing leader, but can't afford one full time. The way I describe it is to think of me as the NetJets for CMOs.
Tips on how to set up a virtual office with Sarah Noked
The three mistakes people make when they are working with virtual teams is they aren't clear about their goals, their virtual office set-up, and they are not leveraging the power of automation. Ideally, the point here is to delegate everything that doesn't really require you, the business owner, to do. Anything that's a recurring task should not be being done by the business owner because in that case, it can be systematized and delegated. A lot of businesses haven't leveraged something like a project management tool
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Three mistakes people make working with virtual teams is they aren't clear about their goals, their virtual office set-up, and they are not leveraging the power of automation.
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Doug Morneau: Well welcome back listeners to another episode of Real Marketing Real Fast. Today's guest is Sarah Noked. She is the founder of Sarah Noked OBM. She is an online business management agency and she empowers entrepreneurs and creatives in all stages of their business to grow a thriving online business. Sarah works out of her home in Israel helping entrepreneurs plan and delegate, implement the right systems, unite virtual teams across the globe, and grow profits to achieve their goals. As just one of three certified OBM trainers around the world, Sarah shares her passion for online business management through training, certification courses to empower, educate VAs and OBMs worldwide. So I'd like to welcome Sarah to the Real Marketing Real Fast podcast today. Hey Sarah, welcome to the Real Marketing Real Fast podcast today.
Sarah Noked: Hey, Doug, thanks for having me on.
Doug Morneau: I'm super excited to talk to you. As I shared before we started recording when Adam first introduced me to you and said, "Hey, what a wonderful person you were in how you helped save his business by systematizing it." I went, yes, my systems suck so I dove into all your stuff, been following you for weeks anticipating this conversation, so I'm happy to have you share your superpower with our audience today.
Sarah Noked: I feel really honored to be here. So thank you.
Doug Morneau: So do you want to just give us an overview of what OBM is for people who don't understand?
Sarah Noked: Yes, that's great. So an OBM is an online business manager. So I'm sure a lot of your listeners are familiar with the virtual assistant world and what a virtual assistant does, and I like to describe an OBM as a VA on steroids. That's the easiest way to visualize it in a lot of ways. And basically what we do is we help business owners streamline their systems, manage their team, manage operations, manage things like launches, so we're like your clone, if you want to go there.
I will help my client ... So typically a business owner will look to bring on an OBM when they earn a certain revenue bracket when they have a team to manage, and pretty much when they're ready to delegate their day to day operations, they don't really want to necessarily be in their business, they recognize that their time is much better spent focusing on making sales conversations, or creating products, whatever is closest to the revenue I always say. So an OBM can really help free up a client's time to focus on what only they can do in their business. Ideally, the point here is to delegate everything that doesn't really require you, the business owner, to do.
Doug Morneau: it's funny, I'm often laughed at, probably not very polite but other people's expense, looking at what owners of businesses will do, an owner of a successful development company or retail store out installing rebar as they're pouring concrete for the next building I'm thinking like, man, this guy,
Tips on how to use software tools for customer communication with Ian Reynolds
Customers expect you to be able to respond to them, very, very, quickly, as quickly as possible. Try to encourage real conversations. We put our phone number right up on top of our website because we want people to call us. We always want to try to get to as close to in-person as possible. Give people multiple avenues to communicate, as opposed to pigeonholing them into one or few limited software mechanisms for communicating, especially when there's a problem. You have this confluence of multiple tools, that are being consolidated down into insanely powerful business applications.
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Give people multiple avenues to communicate especially when there's a problem.
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Doug: Welcome back, listeners, to another episode of Real Marketing Real Fast. Today in the studio, I've got joining me, Ian Reynolds. Now, Ian is a Partner and Chief Solutions Architect at a company called Zibtek. It's a software development firm, focused on helping businesses of all sizes in the US to solve their core problems with the software. They empower entrepreneurs, growth companies, enterprises, and visionary firms to have greater profitability, efficiency, valuation, and ultimate success by building the right tools through custom software.
Ian has spent the better part of his career consulting, as he's served in a diverse number of industries, such as finance, oil and gas, retail power, field services, midstream energy, healthcare, pharmaceuticals, transactional financing, mergers and acquisitions, restructuring, eCommerce, retail, and software development.
I really had a great conversation with Ian, as we talked about automation, and how he sees automation, sales and marketing automation especially, coming together for entrepreneurs and small businesses, and how to leverage that. And, the key deciding factors that are going to affect our businesses in the future, in terms of speed, and that speed of response to our potential customers, and also how Google is looking at speed. With that being said, I'd like Ian to dive into that a little deeper, so I'd like you to help me welcome Ian to the Real Marketing Real Fast podcast today.
Well hey, Ian, welcome to the Real Marketing Real Fast podcast today.
Ian Reynolds: It's good to be here, thanks for having me.
Doug: I'm super excited because you have, at least in my experience, a really unique background. You've got one foot ... Actually, I can't say you have three feet, but you have one foot firmly planted in the tech development side, and the other foot planted in marketing, as well as being an owner.
Do you want to give just a little background on how you ended up in that role of owner, tech, and marketing?
Ian Reynolds: Yeah. I wasn't exactly aiming for all of those positions at once, but yeah sure, I can give you a quick background.
Two years ago, I acquired 50% of Zibtek, which is a software development firm, we've been established for 10 years. We, as a business, had grown ourselves out of being a startup. Some 15 odd years ago, we grew a company, sold it, and exited to a Fortune 500. Or, I guess now a Fortune 500. The company wanted to keep the band together.
The company has grown very steadily, historically out of that raw, engineering context, and really needed to mature into positioning ourselves in the marketplace, positioning our knowledge in the marketplace, rather than just referrals, and the traditional mechanisms by which a consultancy engages with clients. We were growing outside of the bounds of that traditional bump into folks and say, hey, what do you do? We had our sales team, we had these disparate teams together,
Tips on how to gain attention and increase sales with Tyler Basu
We help people create content to gain attention and then we make sure that we bridge the gap to actually getting some leads and some appointments. I'll start at the bottom of the funnel process. I like to focus on things that are the closest to the money. It's not about the time, it's about the resources that are poured into it. You can really speed up building your audience if you're a bit more generous with the money you spend on doing that. If you're not spending money on ads, there is a cost to creating content too and that cost is your time. And every entrepreneur should know what the value of their time is. Just focus on the fundamentals. Do the things that make you the most money and then later when you have a bigger team, more resources, then you can add all more layers of complexity. I learned about pre-selling. Building up a list or doing some outreach and talking to people and seeing if you can sell them your thing before you actually create it.
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We help people create content to gain attention and then we make sure that we bridge the gap to actually getting some leads and appointments.
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Doug: So kind of where do you start? Tyler: I start closest to the money. So if somebody has got an offer I say, "Okay, great. What's the step that comes right before somebody buys from you?"
Doug: Well, welcome back listeners, another episode of Real Marketing Real Fast. I think you're going to really enjoy our episode today. We're going to talk about creating content, but more importantly, we're going to talk about how to take the content that you're already creating if you are creating content and how to make it convert. So how to use your content strategy to generate leads and sales. And then if you're not generating the content, our guest is going to help cover off some tips and techniques on how to create content. So our guest today is Tyler Basu. I met Tyler in San Diego. We're both icons of influence at the New Media Summit a few years ago and we just really connected and really hit it off and I've got a lot of respect for Tyler and what he does. Tyler is a Content Marketing Strategist and what he does is he specializes in helping startups and entrepreneurs create content that drives qualified traffic and leads to their business.
He's the co-founder of a company called Influencer Studio. It's a content marketing agency that offers content creation, publishing and promotional service to entrepreneurs. He's also a publisher of a lifestyle business magazine and podcast and an online publication dedicated to helping entrepreneurs help to build a life and business on their own terms. So I'd like to welcome Tyler Basu to the Real Marketing Real Fast podcast. Well, Hey Tyler, welcome to the Real Marketing Real Fast podcast today.
Tyler: Doug, it's a pleasure to be here man. I'm really grateful to be on your show.
Doug: Yeah, it was great. I mean we connected a couple of years ago at the New Media Summit because you are an Icon of Influence and we kind of stayed in touch so we both drove or flew down from the same neighborhood to down in San Diego and enjoy some sunshine and some great conversations.
Tyler: I remember that. I remember being at the restaurant table with you and we were laughing about all my rejection I faced doing door to door sales. They were good times. Yeah.
Doug: Well I mean you come from a sales background and it's interesting because now you're helping businesses with their marketing, marketing funnels, and content. So it's always great to have someone who's worked on both sides of the ledger, where often sales and marketing are arm wrestling each other.
Tyler: Yeah.
Tips on how to crush your sales goals with Gessie Schechinger
I mean, anyone that tells you e-mail is dead doesn't understand how amazing the ROI on e-mail is. How our system works is, we really combine a CRM with a secret drip tool. And then, some strong reporting and analytics behind it. We found that call, e-mail and LinkedIn are the three best ways to communicate with people Sales is getting more analytical. And you can dial it in down to a science, and you really can see the numbers, and see things working.
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HOW TO CRUSH YOUR SALES GOALS
Sales is getting more analytical. And you can dial it in down to a science, and you really can see the numbers, and see things working.
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Doug: Well, welcome back, listeners, another episode of Real Marketing Real Fast. Today, in the studio, I've got joining me Gessie Schechinger, and he has called himself, he's self-proclaimed, the laziest salesperson in America, as well as the vice president of sales for a company, called OnCourse Sales Engagement. It is a CRM platform.
Gessie is very passionate about leveraging technology and automation to surpass revenue targets, so he can help protect golf and bar time for the salespeople of the world. Gessie won the annual sales award at two different Fortune 500 companies. He has 20 years of sales experience, began in the Outbound Call Center, where he averaged 450 calls a day, or per week, rather, and he blew by his quarter by 297%.
Unsurprisingly, he moved into the field of sales, where he traveled 300 days a year, convincing the biggest companies in the United States to open their wallet. He now spends his time educating sales leaders to utilize their most effective sales tool in the world and co-hosts the mediocre podcast, Tech Sales. So I'd like to welcome Gessie to the Real Marketing Real Fast podcast today.
So, hey, welcome to the Real Marketing Real Fast podcast today, Gessie. Super excited to have you on the show.
And so, we find our best salespeople, we find out what they're doing, and our software shows you what your winners are doing. And you can duplicate that to the rest of the team, and get all of them.
Gessie: Awesome. Thank you so much for the opportunity to talk today. I appreciate it.
Doug: Well, and I know, in the beginning, we're talking about your role and your superpower, although the podcast is Real Marketing Real Fast, marketing's no good, if, at the other side, you don't have sales. So, as I mentioned to you, I like to have a foot in both camps. So that kind of makes the world go round. Do you want to share a little bit of your background, and what you do, and how you do it?
Gessie: Yeah, absolutely. It's funny, we talk about the marketing and sales relationship, and to me, sales always get back to fishing in one regard or another. It's like, the marketing team is like, "Hey, there's a pond over there!" And then the sales team's job is to actually get that fish in the boat, right? So...
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HOW TO CRUSH YOUR SALES GOALS
Sales is getting more analytical. And you can dial it in down to a science, and you really can see the numbers, and see things working.
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Doug: Yeah.
Gessie: Most of my expertise is around how we get those fish in the boat. And to tell you a little bit about my background, largely a professional peddler. I've had almost all the sales jobs one could possibly have. I've started out in a call center. We're doing 450 calls a week, just smashing through the phone, dial for dollar-type environment.
I have done the field sales, where you're on the road 300 days a week, and then... Oh, 300 days a week? Three hundred days a year,
Tips on how to do marketing like a legend with Christopher Lochhead
A marketing legend breaks or takes new ground. They do not compare themselves to the past. They create the future and they educate the world about how they see that future. Legendary category leaders like Netflix build a moat and they do it with data. Competition by definition is a comparison game and compared to existing products and services in the market category that we are now going to compete in. The legends never compete. Number one, what makes us radically different? Number two, what problem or opportunity do we see that no one else sees? Once you connect those two things, you then build this thing called a point of view. I'm here to tell you, products do not speak for themselves. One of my favorite expressions is "position yourself or be positioned."
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A marketing legend breaks or takes new ground. A legend doesn't compare themself to the past. A legend creates the future and educates the world about how they see that future.
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Doug Morneau: Well. Welcome back listener to the episode of Real Marketing Real Fast. Today in studio joining me fellow Canadian, now ex-pat living in the Santa Cruz, California area in the US, Christopher Lochhead. He is a co-author of a book, a HarperCollins instant classic, called Play Bigger: How Pirates, Dreamers and Innovators Create and Dominate Markets. He's also the author of a book called Niche Down: How to Become Legendary by Being Different, a book which I had a chance to read earlier this year and really enjoyed the book. Christopher is a three-time public company chief marketing officer and an entrepreneur. In addition, he co-hosts a podcast called Legends and Losers as well as Lochhead on Marketing, which is now a top-rated podcast on iTunes.
Doug Morneau: Fast Company calls Christopher a human exclamation point. The Marketing Journal says he's one of the best minds in marketing and The Economist I think hits it right on the head and says that he's off-putting to some. At 18, he was thrown out of high school. With no other options, he started a company. After 30 years, he is now mostly retired. He is a kickass speaker. He's a surfer, a ski bum and a proud adviser to One Life Fully Lived, living happily ever after in Santa Cruz, California. I'd like to welcome Christopher to the Real Marketing Real Fast Podcast today. Hey, Christopher, super excited to have you on the Real Marketing Real Fast Podcast. Welcome to the show.
Christopher L.: Doug, it's great to be here. It's great to hang out with you. It's always fun to talk to legendary Canadians.
Doug Morneau: There we go, a couple of Canadians, a couple of marketers. You're a legend with your two podcasts, number one on Amazon and an author as well. Hey, congrats.
Christopher L.: Thank you. It's a little trippy. I'll tell you. It's a very bizarre thing when you wake up one morning and you get a note from a friend of yours and says, "Hey, do you know your podcast is the number one business podcast in Apple right now?" I'm like, "What? You've got to be crazy." It's a little trippy, but here we are.
Doug Morneau: I'm a fan of your podcast and I shared with you before we got talking, I've only read one of your books. I've read Niche Down and really, really enjoyed the book and had just listened to your most recent episode about being a first mover or category creator with Eddie Yoon. I loved the whole conversation about data flywheel. I think that's a whole topic that most people have no idea even exists when they're looking at building their business and going into the marketplace.
Christopher L.: I think you're right, which is why we wanted to write about it and talk about it. Between us girls,
Tips on how to improve customer loyalty with Rob Gallo
If you have a customer loyalty program already, the people who are in your program using it are already loyal. Can they be more loyal? You have an emotional connection to a brand that leads you to engage with that brand. You might drive out of your way to get to a Starbucks if you have that emotional connection. That's the first step in customer loyalty. The best thing to do for your customers is ease of use. Reduce friction on the user experience side. It needs to be seamless. Rather than points, rather than discounts, people want unique experiences that are personalized to them. Ask them what you can offer that would be appealing to them?
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If you have a customer loyalty program already, the people who are in your program using it are already loyal. Can they be more loyal?
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Doug: Welcome back listeners to another episode of Real Marketing Real Fast. Today in the studio I have joining me Rob Gallo, and he runs a company called Comp Links. So if your business deals with customers, and you want to understand what makes them tick, then you and I owe it to ourselves to glean some knowledge from someone who's literally been there and done that.
Doug: So Rob is considered an expert in customer engagement and building consumer brand loyalty. He's going to share some real life stories of his 20 years of successes and failures in that business, in the ultra competitive casino business that translates really into any business that deals with customers as their lifeblood. We had a great conversation. It kind of brought me back to years ago working in the customer loyalty business or space with retailers, and really just shone a light on how far technology's advanced and how we can leverage this type of program to have our customers repeatedly come back, earn rewards elsewhere but spend that money with us.
Doug: So if that sounds interesting to you, I'd just suggest that you sit back, tune in, listen up. And then when you've got some questions at the end of the episode, make sure you reach out to Rob. So, hey Rob, welcome to the Real Marketing Real Fast podcast today.
Rob: Thanks, Doug. Thanks for having me.
Doug: So, super excited to talk to a fellow entrepreneur and really interested in kind of your deep expertise with engagement and customer loyalty. So do you want to give just a little bit of background for our listeners who don't know you yet, on kind of what you're doing and how you're helping people?
Rob: Sure. So, starting back in the beginning and how it relates to marketing, I started in the online industry, advertising, and marketing back in '95. So we used to advertise in the newspapers and get leads, and it was a laborious process. You'd put the ad out there, you'd wait two or three days for it to get approved, and then get in the paper the following week. And then by the end of the month maybe you'd have 10, 15, 20 leads.
Rob: And then CompuServe came about. And I know I'm dating myself, but you know the pre-AOL days and dial-up on a probably 300 baud rate modem. Again, dating myself, people don't even know what that is. But nonetheless, I put an ad out on a forum and I had 16 leads by the end of the day and I was blown away. And I became an internet junkie since.
Rob: Then in 1997 I launched an online casino. I just happened to be at the right place at the right time, and it was phenomenal. So the marketing in that aspect was a completely separate animal. So when I started in '97 there were probably five other properties in the industry and making money was easy. Cost per acquisition for a customer was $20, lifetime value was 900 so you could do the math. That's how I got scarred.
Tips on how to effectively use email marketing with Ryan Phelan
I wish people would just stop this whole discussion around email is dead is. If you think email is dead, then just delete all your emails and just shut it all down. A lot of my initial work with companies is to rethink where their customers are today, not where they were when you developed a program initially. The challenge I always have had throughout my career is what's the right shiny stuff that actually moves the needle or makes a difference? A mistake that a lot of companies make is that they get stale. If they don't change, they don't adapt, they think that they're ... It's almost a brand arrogance. What's the strategic approach? How about we help you get into digital in a smart way that's data-centered?
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If you think email is dead, then just delete all your email accounts and shut it all down.
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Doug Morneau: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today in the studio, I've got joining me a friend and a fellow email marketer as well as a fellow member of the Only Influencers Group, which is basically all the leading experts around the world in the email marketing space. My guest today is Ryan Phelan. He is the co-founder of a company called Origin Email. Ryan brings nearly two decades of global online marketing experience to Original Email. He's focused on driving GTM strategies for high growth SaaS software and Fortune 250 companies.
Ryan is a respected thought leader in the industry. He's a nationally distinguished speaker and he has a history of working with very large brands and bringing them success companies such as Adestra, Acxiom, BlueHornet, the Sears Holding, Responsys and infoUSA. Ryan has developed digital strategies for companies like that can the entire Canadian Tire, Capital One, Hewlett-Packard, Skype, CenturyLink, Sprint, FedEx, First National Bank of Omaha, US Bank and many others. In 2013, he was named one of the top 30 strategists in online marketing and is the Chairman Emeritus and the email executive council on the advisory board. Ryan is also involved in many other companies in the startup space as well as advisory board member and investor.
What you might not know about Ryan is apparently he is a wicked good cook in the kitchen, as well as the barbecue and has a very extensive wine list and collection at his home, so we somehow need to find a way to get invited over to his place for dinner. I'd like you to join me in welcoming Ryan Phalen to the Real Marketing Real Fast podcast today.
Well, hey Ryan, welcome to the Real Marketing Real Fast podcast today.
Ryan Phelan: Hey. Thanks, Doug. I'm so honored to be here. This is really going to be fun. So, thank you.
Doug Morneau: Well, I think so as well. I mean, you've got a long track record helping people in digital and especially in the email marketing space and that's how we connected was through the Only Influencers group. I had a number of guests on my podcast over the years, and when I've asked about people, your name's come up. I was just putting together an email proposal for somebody in the US and they said, "Yup. I'm working with Ryan. Ryan's helping me." So welcome to the show. Super excited to draw out all of your expertise and help our listeners solve all their marketing problems in the next 30 to 45 minutes.
Ryan Phelan: Man, that's going to be amazing. I am so glad I'm sitting down and strapped in for this one. That's great.
Doug Morneau: Why don't you walk us through kind of what you're doing now because you're offering a service I think as quite unique in terms of helping business owners make the right marketing decisions.
Tips on how to create content for PR with Trevor Young
Become your own media channel as the starting point and then build everything else on top. Build a base of communications with your audience as you grow your audience. Create long-form content, a big article or a video presentation that you've done. Then chop them up into cascading content. Have a culture to create content and that means within your workplace you see things, stories, you're always taking behind the scenes photos and content is part of the DNA of your business. A good starting point to create content is frequently asked questions that we hear about over and over again. What are the questions people are asking frequently that you can help them with? And then how deep can you go on those? We need more interesting stories; we need more good thought-provoking pieces, we need more voices, genuine voices out there on topics and issues, whether they're business or social issues.
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HOW TO CREATE CONTENT FOR PR
Have a company culture to create content. Within your company you see stories, you take behind the scenes photos and content is part of the DNA of your business.
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today we're going to talk about building your own channel, your own media channel and creating a culture of content within your organization. The guest I've got joining me in studio today is Trevor Young. He is a digital citizen and he is an experienced PR practitioner, author, blogger, and social broadcaster. Trevor has been listed on brand Courtney's 50 marketing thought leaders over 50 and he was named by Sydney Morning Herald as one of eight heroes of Australian content marketing and listed by SmartCompany as one of Australia's top business thinkers. I think you'll enjoy our conversations, we'll talk about traditional PR, what it is, what it isn't, and how he explains how to earn trust, grow your influence and build recognition to enhance your reputation. So I'd like to welcome Trevor Young to the Real Marketing Real Fast podcast today. Well, Hey Trevor, welcome to the Real Marketing Real Fast podcast today.
Trevor Young: Thank you Doug. Great to be here.
Doug: Super excited to talk about you or talk to you and talk with you, have a conversation. I've looked through your websites and your social and I really loved your style. So for those who don't know you well, do you want to give just a real high-level overview of what it is you do and how you help your clients kind of move their business, move the sales dial?
Trevor Young: Yeah, thanks Doug. Well, my background is very much traditional PR for quite a number of years but all that changed in 2007 when I started blogging and that opened my eyes to all sorts of things. I was on Twitter in that year and actually on LinkedIn in 2005 when, if you invited someone to connect with you, they've probably thought you were a stalker but then that whole notion changed the ball game. And in those days I was just experimenting and was very curious and wanted to see how blogging and then a few years later, podcasting and the onset of video in YouTube, how can people use that through a PR lens, how can they use all of these tools and try and make sense of everything to build, what I like to call, and this is what I think PR is deep in the level of connection you have with the people who matter most to the success of your business or your cause or your issue if you're a nonprofit.
So anything that does that deepens those relationships and that connection is PR. And of course, we now have a plethora of tools. So my role now is more kind of, I have an agency, but I do a lot of sort of strategy and almost mentoring and advisory, mainly with fast-growing entrepreneurial companies w...
Digital marketing tactics that attract more customers with Adam Lundquist
When it comes to digital marketing tactics clarity will beat cleverness every time. I like to start with something like an Ebook. Or lately, I've been seeing interactive content perform a lot better. We do a lot of quizzes to start off. What the principle of influence is saying is if your potential customer takes a small step, they are much more likely to then take the next bigger step.
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DIGITAL MARKETING TACTICS THAT ATTRACT MORE CUSTOMERS
When it comes to digital marketing tactics clarity will beat cleverness every time.
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Doug Morneau: Well, welcome back, listeners, to another episode of Real Marketing Real Fast. Today, we're going to talk about all things lead and sales generation. So, our conversation is heavily focused on leads and conversions, and you're going to hear our guest talk about how clarity beats being clever, and we're going to talk about that in the realm of pay-per-click advertising on Google and Facebook and on LinkedIn. Our guest today in studio is Adam Lundquist. He is a Harvard-educated agency owner. He's also a former radio jock from Santa Barbara Radio.
When Adam published one of his interviews on a then newly formed called YouTube, it became one of the first viral videos sparking his interest in the power of the internet as well as internet marketing. Adam has been featured on traditional media like MTV, VH1, and The Best Damn Sports Show. He's taken his knowledge of traditional media and translated it into a successful new media as a featured author in Search Engine Journal, PPC Hero and Wordstream, amongst others.
His company, Nerds Do It Better, consistently delivers paid search campaigns, utilizing advanced statistical analysis, developed at Harvard. With this method, Adam and his team are able to remove inefficiencies in marketing and generate more customers on a constant basis in a cost-effective way. Now, I don't want this description to scare you off. The conversation was very easy to understand. I think you're going to enjoy this conversation, so join me in welcoming Adam Lundquist to the Real Marketing Real Fast podcast today.
Hey, Adam. I'm super excited to have you in the Real Marketing Real Fast podcast today, so welcome to the show.
Adam Lundquist: Thanks for having me.
Doug Morneau: At the beginning, before we started recording, we had a brief discussion, and I like your attitude in terms of digital media. So, do you just want to share with our audience what you do?
Adam Lundquist: Sure. So, what we do is we try and get people real-world business results from the internet, and this might seem obvious, right? But a lot of times, I'll have sales calls, and people will be like, "Can you beat a thousand clicks last month?" I'm like, "Yeah, with one sale." It's like rock, paper, scissors.
Doug Morneau: It's sales trump clicks.
Adam Lundquist: Yeah, like a lot of the times, people come and say, "Oh, look at how many likes this person has or how many retweets," and those are all things that... Yeah, they make you feel good, but this is salesy, but I always say, it's like, "You can't pay the rent in likes. You can't pay your staff in likes. There has to be some sort of business to it, or it doesn't even make sense to do."
Doug Morneau: Yeah, absolutely. So, what are the big challenges that you see with people that come to you with that attitude? I mean, everybody's got this microwave mentality, so, "Hey, I'm going to set up a Facebook ad campaign, or I'm going to hire an agency. I'm going to set up a PPC campaign." By the end of the week, I'm going to be just flooded with leads. So, what challenges do you typically see when you first start talking to people?
Adam Lundquist: So,
Tips on how to get your articles published with Michelle Garrett
If you want to get your articles published, it's always good to take a look at your social media presence and website before you put the pitch out there. To pitch publishers start with verticals because I think that is such an opportunity because there are a lot of them. They need to fill those pages. I think PR is more important than ever, because in this day and age of scandals and missteps that can go viral in a matter of minutes. Do you have a crisis communications plan in place?
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HOW TO GET YOUR ARTICLES PUBLISHED
If you want to get your articles published, it's always good to take a look at your social media presence and website before you put the pitch out there.
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Doug: Well welcome back listeners to another episode of Real Marketing Real Fast. Today we're going to talk about all things PR. Public relations, getting earned media, crisis management, what to do when something goes wrong, how to get out and get ahead of that. And to help us understand that today I have my guest in studio is Michelle Garrett of Garrett Public Relations. She is a PR consultant and writer. You'll find that Michelle works at the intersection of PR content marketing and social media. As a public relations consultant, content creator, blogger, speaker and freelance writer Michelle's articles and advice have appeared in a wide variety of publications including entrepreneur Forbes, Muck Rack, Ragan's PR Daily, Meltwater, CIO, Freelancers Union, ThomasNet and Fairygodboss among others.
Doug: Michelle was named one of the top 13 content marketers influencers to follow and the top 50 content marketer world influence. Her blog was named one of the top 25 must-read public relations blogs by Muck Rack. I connected with Michelle on social media. I've been following her for quite a while. Been very impressed with the content and reached out to invite her to the show. So I'd like you to join me in welcoming Michelle Garrett to the Real Marketing Real Fast podcast today. Well, Hey, welcome to the Real Marketing Real Fast podcast today Michelle. Super excited to have you on the show.
Michelle G: Thank you so much for having me, Doug. I'm excited to be here.
Doug: This is just another example. If you read my email that I sent out to you on Tuesday, I talked about being social in social media and the importance of being on a platform and actually talking to people opposed to this blasting your message. I connected with Michelle. I started following her on Twitter. And from there, I went to her website, and I just really loved the content she was sharing. So I sent her a note on Twitter, a DM saying, "Hey, would you be interested in be being on the Real Marketing podcast?" And she said, "Yep." Here we are. It just proves that social media is not dead. The social media still works if you work it.
Doug: I'm happy to have this conversation. But today we're going to talk about you and your superpower and helping your clients. Do you want to give us a bit of background Michelle, and kind of what you do and how you help people?
Michelle G: Sure. Well, I have been at this a while. I believe strongly in the power of public relations. I guess more recently, I think, social media and content marketing, and all of that has come into the picture. And really, a lot of those things are what PR pros have been doing for years now. So I really work with clients on various projects, but they always involve a component of getting the word out there, increasing visibility. Then we talk about what are the best ways to do that because there are so many ways to do it these days. It can be very overwhelming if you don't really have somebody to kind of guide you through that.
Tips on how to to be more organized and not lose sales with Resa Gooding
I help businesses understand how to be more organized and efficient, so they can use CRM and marketing platforms to scale their businesses and stop losing sales. If you don't spend time cleaning up your database, it's a problem. This will always repeat itself and your campaigns will never perform well. Start off by achieving quick and easy wins with the things that are easy to use. You have to have something as simple as content because the content is the thing that gives fuel everything else like your marketing automation platform.
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ARE YOU LOSING SALES DUE TO POOR ORGANIZATION?
I help businesses understand how to be more organized and efficient. They can use CRM and marketing platforms to scale their businesses and stop losing sales.
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Doug: Well welcome back listeners to the episode of Real marketing real fast. Today's episode I've got a guest that I'm quite excited to share with you because we spent our entire podcast talking about sales and marketing, the integration, analytics testing, and getting better results from your marketing efforts using sales and marketing automation.
My guest today is Resa Gooding. She is a marketing automation and CRM expert who specializes in leveraging platforms like HubSpot, Infusionsoft and Salesforce to help companies generate more leads and improve conversions and close more deals. Resa is the co-founder and client director of a company called Coquille Media. She's a HubSpot certified platinum partner agency with offices in Tel Aviv. That's where she's joining us from today, offices in New York, and Nairobi.
Using CRM and marketing automation processes set up by Resa and her team, startups and traditional companies are able to spend more time closing deals instead of being bogged down by administrative tasks. She's originally from Trinidad and Tobago. Resa now resides and lives in Israel with her [family 00:01:11]. She came to Israel in 2007 for a two-week vacation, which turned into a 12-year hiatus, where she's now planning and executing her client's direct marketing strategies, training teams, and you'll most likely find Resa sharing her marketing and sales expertise with a captive audience at any given co-working space.
I'd like to welcome Resa Gooding to the Real Marketing Real Fast podcasts today. Here Resa super excited to have you on the podcast today to share your superpower in helping business owners, entrepreneurs and startups get started and move the sales dial in a big way. Welcome to the show.
Resa Gooding: Thank you so much, Doug. It's a real pleasure to be here. Finally, I'm talking to fellow marketers. There's nothing more that excites me.
Doug: Yes, I love this. Most of my guests are in the marketing space, but I do talk to SAS providers. I have had the guys from HubSpot on and various different CRM platforms. I like workflow. I like automation. I like CRM. I like the way that technology is helping businesses grow. What I hear from people and what I see with my clients is often they're overwhelmed and they've got three or four or five different programs that they bought that they're not using. Why don't you share with us what it is that you do to help your clients?
Resa Gooding: Sure. I'm based in Israel, which is the... They call it basically Wadi Silicon Valley or most Wadi Valley.
Doug: Wadi Valley, yes.
Resa Gooding: Exactly, It's the second-largest startup tech scene here in the world. I work with a lot of startups and I also work with some traditional companies as well. Companies existing over 30 years still don't have CRM, so marketing platforms. They made their money through old school marketing and still believe in that strongly.
Tips on how to conquer the chaos and get organized with Kerry Thomas
To conquer the chaos its all about the flow. You want to walk into your office or sit down at your desk, and it's all about the information flow. I define "productive environment" as being able to accomplish your work and enjoy your life. They're both equally important. I'm giving them permission to work with their strengths instead of fight against their strengths. There are only three choices you can make about any piece of information. Ask yourself "File, act, toss?" So, the acronym is FAT, it's not pretty, but it's easy to remember. I have a lot of people ask "Should I use a digital calendar, should I use a paper calendar, day timer type of thing?" And the answer is it doesn't really matter. It's not what you should do, but what will you use? One of the elements that you need to have nearby, very close to you are a trashcan, recycling, and shredding. Within arms reach.
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HOW TO CONQUER THE CHAOS AND GET ORGANIZED
To conquer chaos and get organized it's all about the flow. You want to walk into your office or sit down at your desk, and it's all about the information flow.
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Doug: Well, welcome back listeners, to another episode of Real Marketing Real Fast. Today, we're going to talk about conquering the chaos in our lives. Your life, my life, and just the way that we're working in our business as entrepreneurs, business owners, and marketing types. My guest today is going to share a really interesting story. So, if you're interested in learning how she helped a client uncover $2500 in cheques, $800 in cash and a $250 gift certificate in less than four hours, I suggest that you tune in.
So my guest today I met at an event put on by a friend of mine, Justin Schenck, at Growth Now Movement in Reading, Pennsylvania, and that's Kerry Thomas. Now, Kerry is the owner of Conquer Chaos. She attended the University of Florida where she received her Bachelor's and Master's degree in Special Education, and she taught that for eight years before a career change brought her to professional organizing, and her business was launched in 2007.
In 2014, she completed a rigorous training program, became a certified Productive Environmental Specialist. So, I don't want you to think "Oh, wow, that's a lot of information." What I want you to think about is how can you find the time, find margin to do the things that you like to do, be more productive, have less waste, and increase your sales and marketing and not miss opportunities, by the tips that she's going to share. So, Kerry's educational background has given her a very unique perspective on how different learning styles impact organization, time management, and productivity.
So, what she does is she helps her clients to create and maintain systems that address their individual issues. So, it's not a one size fits all. She's very passionate about helping her clients streamline and optimize and organize their environments, both professionally and personally, for productivity and peace of mind.
So Kerry has spoken and taught workshops at companies such as Hewlett-Packard, North Virginia Birth Services, Long & Foster, American Disposal and numerous others. But she really had the honor of speaking at a TedX talk and 600,000 people have downloaded and watched her video.
Kerry implements the same systems that she uses with her clients in her own workspace to keep her busy schedule flowing, so this gives her time to do things, her favorite things, such as spend time with her family, hiking, reading and watching the Florida Gators.
So, with that really long, hopefully, informative introduction, I'd like to welcome Kerry Thomas to the Real Marketing Real Fast podcast today.
Well hey Kerry,
Create Facebook video ads that actually work with Adam Sand
The ability of Facebook video ads to find people while they're thinking about roofing before they're actually Googling roofers is incredibly powerful. I learned how the Facebook ad platform works, how to measure and test your different ideas, and I learned that everything at all times is always a test. To sell your service or product with Facebook video ads there is a product script, a process script, a people script, there's the thought reversal script, the caught doing it right script and the giving pledge script. Now they're calling it "through play", but essentially, can you get someone to stop and listen to you for 15 seconds?
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CREATE FACEBOOK VIDEO ADS THAT ACTUALLY WORK
[just click to tweet]
CREATE FACEBOOK VIDEO ADS THAT ACTUALLY WORK
The ability of Facebook to find people while they're thinking about your product or service before they're actually Googling it is incredibly powerful.
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Doug Morneau: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today's podcast is like every other podcast, it's about marketing, but it's about an industry that we haven't talked about before. So, if you're interested in having your sales reps have a closing rate of 60%, or if you could see yourself investing $20,000 in Facebook ads and generating $750 or $800,000 in sales, I think you're really going to like what my guest has to say today. One of the things I want you to listen for later in the episode is what he calls "stop the thumb" with regards to your Facebook ads.
Doug Morneau: So, my guest is Adam Sand. He has the odd combination of being a tech nerd as well as a high-performance salesperson. He believes that organizational discipline combined with the entrepreneurial spirit is the great alchemy for performance. He and his company use video marketing and infographics to pre-sell roofing, and once the industry figured out what they were doing, he became a hot topic and an influencer in that space. So Adam's going to share with you some of the strategies they use in Facebook, as Facebook videos and ads, and how they build their sales funnel out in an industry where Facebook has restricted their ability to target homeowners. So, I'd like to welcome Adam Sand to the Real Marketing Real Fast Podcast today. Hey Adam, welcome to the Real Marketing Real Fast Podcast today.
Adam Sand: Hey, thanks so much. I appreciate the invite. You have a really good show, so I'm excited to be here.
Doug Morneau: Hey, thanks so much. I had a chance to do a deep dive into your media, your social media, what you're doing and what you're producing for content. I know that's one of the things we're going to discuss and to say that I'm really impressed with the amount of detail and the information that you share that's educational in your content that can really help people to make decisions and move forward.
Adam Sand: Thanks. I always say teach first, sell second. That's my big message for anybody that's trying to achieve anything, especially when they're marketing their construction companies.
Doug Morneau: Well, I heard Frank Kern say once, he said, "What if we actually help somebody achieve the goal that we're promising in our advertising? So what if we can actually help them in the ad to do something opposed to just telling them to click here?"
Adam Sand: Yeah, that's actually really smart. I wish I'd heard that before, but thank you for sharing that.
Doug Morneau: Well, you've figured it out. So yeah, I guess we shouldn't talk hockey, because we're both Canadians of neighboring provinces and-
Adam Sand: I'll go on all day.
Doug Morneau: That's right. So onto the important stuff. So do you want to share a little bit of the background, how you got into this area where you're creating really compelling content and then hel...
Tips on how to improve email engagement with automated dynamic content with Matthew Dunn
Campaign Genius is our latest project. And what Campaign Genius is it makes the visuals in an email do everything they possibly can. A couple of years ago they noticed a shift where the top behavior for email of interest is "Save for Later." So, where Campaign Genius plugs into that behavior for marketers is in allowing them to keep the offer fresh. What we did for them was personalize every email image. The net difference was that the click-through rate on the A part of the campaign with personalized image content was 277% higher "The visuals are the content," right? In fact, from a psychological perspective, they're the primary content. What I'm learning is that in companies of size, mid-enterprise and up, email's still the old step-child channel, despite it being, as you said, the most effective. The budget's still going to shiny new channels, and the old warhorse keeps plodding along and actually returning the best results.
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IMPROVE EMAIL ENGAGEMENT WITH AUTOMATED DYNAMIC CONTENT
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IMPROVE EMAIL ENGAGEMENT WITH AUTOMATED DYNAMIC CONTENT
We helped personalize every image and improve email engagement. The net difference for the click-through rate with a personalized image was 277% higher.
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Doug: Well, welcome back listeners, to another episode of Real Marketing Real Fast. Today, we're going to talk about a very interesting topic. We're going to talk about dynamic content within your email. So, would you like to have the ability to change an offer that's in your customer's email, even after they've opened it, on a daily basis, a monthly basis, or just at some point in time?
My guest today is Matthew Dunn. He is the founder of a company called Campaign Genius, and the chief explainer at Say It Visually. Dr. Dunn is a serial entrepreneur and an executive with a wide range of experience. He has been a startup CEO, a Fortunate 1000 Senior Vice President, and CIO. He's a Microsoft veteran, a consultant, and standards organization executive as well as a director and a university professor. He is a frequent keynote speaker, and Matthew is also an award-winning writer, director, designer, and inventor, holding over a dozen patents in diverse fields. As a keynote speaker and a panelist moderator, Matthew is known for making complex subjects clear and simple, and I'm sure you'll agree after you listen to this episode, he's done a good job here as well. He has had repeated engagements as a keynote summarizer, improvising the wrap-up for full-day conferences. Matthew holds the first Ph.D. in Digital Media, which he designed and completed at the University of Washington before the web was invented. He also holds a Master of Fine Arts from the University of Texas. He brings a unique mix of technical, business, scholarships, arts experience to the understanding of the cultural, business and technology landscape.
So, I'd like to welcome Matthew Dunn to the Real Marketing Real Fast podcast. Well, welcome to the Real Marketing Real Fast podcast today, Matthew.
Matthew: Well, good morning Doug. It's early for both of us, thanks for having for me.
Doug: Great to connect. It's funny how we talk about people on social media, and they're not social, and we connected through social because I was using your tool, and I shared it with my email list, and somebody reached out to me.
Matthew: Right, right. Yeah, they reached out, and they credited you. They said "Doug told me about this," and I'm like "Oh, well I should reach out and go knock knock on LinkedIn and see if he'll connect." And the fact that we're geographically close made it kind of extra fun.
Doug: Yeah, it's interesting. Like you said, we're so close geographically, but I find lots of times people say "Hey, social media's not working,
Tips on how to get articles published by major publishers
Whenever I put out a piece of content that I've created where I'm controlling the narrative and the messaging, I consider a big fat ad for me. Because essentially I'm talking about something that I know about and asserting myself as a subject matter expert, a thought leader. The media outlets like Time Inc., or Conde Nast for example, they've been around for over a hundred years and they've spent millions building their brands, their cred, their authority. In an instant when your article is featured that is fully lent to you. What I know after working with editors and producers for years now is that they love hearing from the talent directly, which is you. You know who you are and you could easily do some homework on the right type of media outlets for you. People say "I can't believe that they want to hear from little old me." It's not a little old you. It's "expert" you. And the media needs experts.
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HOW TO GET ARTICLES PUBLISHED BY MAJOR PUBLISHERS
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HOW TO GET ARTICLES PUBLISHED BY MAJOR PUBLISHERS
Major media outlets have spent millions building their authority. In an instant when your article is featured that is fully lent to you.
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Doug: Well, welcome back, listeners, to another episode of Real Marketing Real Fast. Today we're going to talk to somebody who's gotten some of the best jobs in technology with up to a half a million dollars in income without a college degree so she knows that you don't need one to succeed. She also writes for some of the best in media outlets which you'll recognize as I formally introduce her in the world and she has no journalism or writing training. In fact, she has zero credentials besides her high school education.
I find that the best stuff comes from... I mean this might sound a little sentimental, but just like being a good person, right? Like showing up, being consistent and reliable.
I'd like to introduce you to Susie Moore. She's a former Silicon Valley sales director, term life coach and advice columnist. Her work has been featured on the Today Show, Oprah Business Insider, the Huffington Post, Forbes, Time Inc, Marie-Claire and she's treated as a resident life columnist for some of the greatest. Susie's work and insights have been shared by celebrities and thought leaders, including Adriana Huffington, Kris Jenner, and Sarah Blakely. Her first book, What If It Doesn't Work Out was named by Entrepreneur as one of the eight business books every entrepreneur must read to dominate their industry. She lives in Miami with her husband Heath and their Yorkshire terrier Coconut. So I'd like to welcome Susie Moore to the Real Marketing Real Fast Podcast today.
Well good morning Susie, welcome to the Real Marketing Real Fast podcast. Hey, I'm super excited for you to share with our audience today.
Susie: Oh, thank you. I'm very, very happy to be here. Thank you for inviting me.
Doug: So do you want to just share quickly what you would say your superpower is and how you help your clients and help entrepreneurs and business people to be more successful in what they do?
Susie: Yes, I would love to. I think that one thing that I am very passionate about doing is helping people kind of come out from the behind the scenes of their business, right? Sometimes it's very easy to even just think your Instagram's enough, maybe you know, YouTube is enough. And too busy ourselves with all the backend stuff. But one thing that I really know that helps move any business forward is a real personal connection with the owner, with the CEO of that business. And one thing that I love to do is to help people become confident in really owning who they are and then confident in then showing that and becoming far more visible as a leader.
Doug: So what steps would someone take?
Tips on how to make LinkedIn videos that engage your connections
And what's interesting, with LinkedIn videos, I am getting a disproportionate amount of engagement compared to any other platforms I've ever uploaded on. This podcast that we're creating right now will get repurposed after this call. It's going to get chopped up into smaller bits of little video nuggets that we could use for promotional purposes elsewhere. And people went crazy that I took the time to send them a personal video. The other thing I think is because of the vulnerability of the video, like the content that I created, the message has really resonated with people. Yes, I mean, it's just like the real world, right? I think if people can notice that you actually care about them, and they're not just a number to you, they respond. I mean, when I get connection requests, I try, and it doesn't always happen, but I certainly try and reach out then. "Each person that you meet, it doesn't matter who they are, could potentially introduce you to at least 50 other people." This was sort of before the days of social media. Now, I think that's very much leveraged because each person you meet on social media can potentially introduce you to thousands of people, maybe hundreds of thousands of people, depending on who it is. It's a nurturing sort of an approach to building relationships and audience, which is like I said, it's no different than real life, right? But I'd encourage you to start simple, just start really simple, Zoom is free, for example, and you can hook up with anybody in that sense to record a video conversation like this Yeah. It's like the word care or just caring, I think that really sums it up for doing good business. If you can just show that you care and that your team and your employees, that they also care about clients and your customers, and leads and future customers. I love that, and also coming back to something you mentioned earlier, to make it even stronger, is do the 80/20 thing on it, where you sort it by your most popular posts and then you basically just grab the top 20 of your blog posts and those are the ones that you then repurpose.
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HOW TO MAKE ENGAGING LINKEDIN VIDEOS
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HOW TO MAKE ENGAGING LINKEDIN VIDEOS
And what's interesting, with LinkedIn videos, I am getting a disproportionate amount of engagement compared to any other platforms I've ever uploaded on.
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Doug Morneau: Hey welcome back listeners to another episode of Real Marketing Real Fast. Today my guest on my podcast is Gideon Shalwick. I had Gideon on my show earlier this year, I was really impressed with the video marketing tips and techniques that he shared, the tools that he was using, and wanted to reconnect and get him back on the show just to provide an update. And just for us to really have a deep dive, and have some conversations around what we could do to help you, our listeners, to actually engage and take some action steps, and get started leveraging video as a platform to increase your reach to contact or connect with your prospective clients, and to grow your network and build your business.
And in this episode, we're going to talk a little bit about LinkedIn and how Gideon's using this for LinkedIn, and give you some very easy ways that you can get started. And how you can repurpose content that you've got. So, with that said, I'm just going to switch over here, and I'm going to invite Gideon on the show. Gideon is with the company called Splasheo, super excited to be a client of his, and just welcome him to the show.
Doug Morneau: So, hey, Gideon, it's great to reconnect with you and just to have you back on the Real Marketing Real Fast podcast, so excited. Last time I was surprised that it was back in, just months ago that we did this, and time just flies.
Gideon Shalwick: Yeah,
Tips on how to create a video content strategy for LinkedIn with Shay Rowbottom
I teach business owners and founders on how to create a consistent video content strategy on LinkedIn to attract their target market and close deals. I realized it was happening on LinkedIn now, where I'm like, "Wow, it just seems like really easy to get reach on your videos, really easy to grow a following. I want to look into this more." I learned about digital marketing and videos specifically on social and applying it to LinkedIn What happened is LinkedIn, they have a lot of users, but they don't have a lot of users engaging or creating on the platform. They want to encourage people to do that. To encourage people to do that, they're showing your content when you do post to such a high percentage of your audience, which used to happen on Facebook. You can certainly target on LinkedIn and do really targeted search filters to find exactly who you're looking for in a given area. I would say the low hanging fruit on LinkedIn is video content. It should really just be you providing genuine value because that's what intrigues people and wants them to learn more. It's really about confidence for a lot of people I see. I mean, I teach so much about strategy and how to optimize for growth, how to optimize for reach, reviews, all of that technical stuff, but I always laugh at the end of the day, I'm a life coach. It's really a matter of getting them to understand what they know is important, what they know is valued. I shot everything on my cell phone in the beginning. I just found basic lighting. I just made my setup super, super easy on myself because I knew that what was really important was maintaining it. I would say the steps are usually to write a script and there's a lot of different elements that you've got to have a headline, a CTA. Now that they're built up a little bit, there are some people finding me first from Facebook or first from YouTube and then eventually migrating my LinkedIn. I'm just always sure to have really clear CTAs everywhere all over my branding. They want to know how you help them, and they want to know how you solve their problem. Unless you're using your profile, your content, your description, to clearly state what problem it is you solve, you're not going to close deals. You're not. Just making sure that you're always thinking like a marketer and staying logical and not just doing things because they make you feel good and fluffy inside. It's got to attract the target market.
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HOW TO CREATE A VIDEO CONTENT STRATEGY FOR LINKEDIN
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HOW TO CREATE A VIDEO CONTENT STRATEGY FOR LINKEDIN
I teach business owners how to create a consistent video content strategy on LinkedIn to attract their target market and close deals.
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today's episode is going to be all around video and generating sales and leads but not in the traditional sense. My guest today is Shay Rowbottom. She is the co-founder and former Chief Executive Officer or Chief Operating Officer of a Facebook agency. She's worked with major brands like Petco, Yahoo, Verlo and dozens more in creating content and devising content strategies for their social media. Her focus was on video.
She's moved to the LinkedIn platform in May of 2018, and after doing that, she's grown her followers to over 109,000 followers with over 12 million views on her content, generating seven figures in sales for partnering media companies. Now, today, she's going to share some of her strategies on how you and I can make that work for our businesses. If you go to her LinkedIn profile, it's pretty clear in what she does. She says, "I turn founders and executives into LinkedIn video creators."
I think you're going to really enjoy the intervi...
Tips on how to create messaging that connects with your listeners with Scott Brown
The magic with great, clean messaging is not just that it's persuasive. It may be. But most importantly, it's memorable. If you boil it all down, I turn smart people into rich people. What I like to do is think about how you can take your company messaging or your company's story and frame it, putting the audience first rather than yourself. And that's really what clean messaging is all about. If we could find a way to help entrepreneurs using a framework or a canvas that looks similar to that lean startup canvas or the value prop canvas that helps them really talk to humans, I think we can change the world. It's now about can what you've built help the person you're talking to? All the science says that if you go data then intuition, you might win 17% of the time. But if you go intuition and just enough data to support it, you'll win 85% of the time. It makes me nuts. Storytelling is interesting, but it's not actually the thing. What it is is about, how do I connect as a real human being to another real human being? And the thing I like to talk to startup founders about is that, imagine what your life would be like if your messaging was as clean as your code. If you're really going to have that strong clean message, you need everybody on board. What is the simplest, most poetic way that you can describe your business starting with the listener? We know that 42% of startup founders who shut down say they shut down because there was no market for their product. But come on, could that really be true? You want messages that are memorable and repeatable for other people to say on your behalf. And are you planting those in enough places? Every hour you spend thinking about how you're going to talk to human beings is an hour well-spent because you're your messaging will get tighter and people will start to understand how you can help them.
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HOW TO CREATE MESSAGING THAT CONNECTS WITH YOUR LISTENERS
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HOW TO CREATE MESSAGING THAT CONNECTS WITH YOUR LISTENERS
Think about how you can take your company messaging and frame it, putting your audience first.
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Doug Morneau: Well, welcome back, listeners. Another episode of Real Marketing Real Fast. Today I think you're in for a real treat because my guest today is Scott Brown. Now, he focuses on empowering startups to rewrite their messaging to fully connect with their listeners. So before you think, "Hmm, I don't know about that," when I ask Scott what he does, he said he helps really smart people become very rich. So, if you consider yourself a smart person and you're interested in becoming very rich, I'd suggest that you do what I did during our interview is grab a piece of paper and a pen and take down some notes because there's a lot of information here.
Doug Morneau: Scott is a former actor turned entrepreneur. And after having started eight companies over the last 25 years, he's covered topics from analgesics to bounced email. Today, Scott is the executive director of a company called UpRamp. He leads ventures and startup engagement for global connectivity industry in beautiful Boulder, Colorado. And he has the dubious honor of spending two and a half million dollars on the 21st worst Super Bowl ad in history.
Doug Morneau: He is an active advisor, investor and author, and he shares his unique blend of startup grit technology and his clean messaging system with startups around the world. So, I'd like to welcome Scott Brown to the Real Marketing Real Fast podcast today. Hey, Scott, I am super excited to have you as a guest today on the Real Marketing Real Fast podcast. So welcome.
Scott Brown: Thanks Doug. Great to be here.
Doug Morneau: I was so excited when I saw your background come across my desk as a potential guest.
Tips on how to get better results faster for your online program with Marisa Murgatroyd
About 97% of people who sign up for online education don't actually complete the online courses and online programs they sign up for, and definitely don't get the results that they were hoping for when they joined. Most online courses are developed by experts who may know what they're talking about in terms of their expertise but don't necessarily know how to get someone a result and don't understand the psychology of motivation and how people really learn. What we want is to learn from an online course is how to do something specific and to get a specific result or outcome. I believe that every single human is meant to succeed and given the right conditions, and the right environment, they can succeed in huge ways. But unfortunately, most online education has not been creating the right conditions for people to succeed. The first principle that I teach in Experience Formula is what I call "mission." Mission means that there's a very, very specific outcome from your online course. People do not learn from information alone. If they did, we'd all be living in Googletopia. We'd have all the best lives imaginable, but the truth is that more information has actually led not to Googletopia, but more of a Googlepocalypse. For someone who has never created a course before, I really help them focus on creating a beta offer and also understanding what's the right product to create at the right time in your business. Before you make money while you sleep, first you've got to be able to make money while you're awake. They want to really see the results that you're getting for people and that longer-term reputation and success depends on how successful your students, clients, and customers are. In our programs, we basically have a win attached to every single training. There's never any training that's just pure information. So many people think that the most important moment in your relationship with your clients is the moment that they buy, and I actually believe it's the moment right after they buy. I definitely have to teach people how to go beyond the individual product and create an entire suite of products. I think that the more people are learning online and living off social media, the more there's a need to have live events, and to get people into a room together and actually have real-world connections, rather than social or cyber connections. When you are confident that your product is going to get people the best possible chance to get the results they're hoping for, you become a lot more competent to sell and market that online course.
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HOW TO GET BETTER RESULTS FASTER FOR YOUR ONLINE COURSE
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HOW TO GET BETTER RESULTS FASTER FOR YOUR ONLINE COURSE
What we want to learn from an online program is how to do something specific and to get a specific result or outcome.
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Doug: Well welcome back listeners to another episode of Real Marketing Real Fast. In today's episode, we're going to talk about a $325 billion industry and we're going to have a guest that's going to tell us how to help our clients get 10-30 times better results than they're currently getting. Today's guest is Marisa Murgatroyd. She is the founder of Live Your Message, and the creator of The Experience Product Masterclass, where she helps people who teach online programs to get better results for their students faster.
Doug: Marisa launched her career as an artist who built a mid-seven figure online business despite being told she had no marketable skills. Since then, she's shown over 5000 students how to succeed online and now she's here today on our show to share a few of her secrets with us, so welcome to the Real Marketing Real Fast podcast today Marisa.
Doug: Hey listeners, welcome back.
Tips on how to successfully create and launch an online course with Jonathan Denwood:
One of the great things about creating an online course is it's an opportunity for somebody to build a real business online, which is possible to do while still doing your day job. The main thing is not to make building an online course a daunting task. But a lot of people that do their first course, and this is totally understandable, is to prove that they're offering great value to their students, they feel that they've got to literally build War and Peace in a course format. But he was giving examples where he's had to adjust pricing, and adjusting pricing has made an enormous difference on a course that didn't seem to be selling. Then suddenly, and it wasn't always downwards. But as a way of building brand recognition, I think Udemy has benefits and it's great. But building a real business on somebody else's platform, especially with a notorious discount as like Udemy, it's not a great idea With WordPress for an online course because of the plugin construction, you can select plugins that are top of their product in that specific functionality that you're looking for. But the future of actually learning, of people giving real value, and I can only see it getting bigger and bigger and brighter and brighter. And I think people more and more are going to expect their training online.
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HOW TO SUCCESSFULLY CREATE AND LAUNCH AN ONLINE COURSE
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HOW TO SUCCESSFULLY CREATE AND LAUNCH AN ONLINE COURSE
The main thing is not to make building an online course a daunting task.
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Doug: Well, welcome back listeners to another episode of Real Marketing, Real Fast. Today we're going to talk about all things e-learning online courses and that whole industry. And joining me in studio today is Jonathan Denwood. He runs a company called WP-Tonic. He is a leading influencer in the WordPress space, and he's also a fellow podcaster with a focus on e-learning, entrepreneurship, and WordPress. He is a champion of e-learning and works with entrepreneurs who want to build substantial online businesses. Many people have great experience and a lot of knowledge to share in their fields, but we all get caught up in choosing and trying to choose and implement the right technology to get our first course out. So Jonathan is going to help us demystify that, and he's going to help us work through the process of getting over this hurdle so we can concentrate on marketing our courses to our target audience.
Jonathan also helps those who have found themselves trapped in a SaaS platform, which they've outgrown, and they want to move to a more flexible and powerful WordPress platform where they can be in complete control of the design elements and the functionality of their online course. There are multiple balls for us to juggle when we're launching an online course and to manage a course successfully, and Jonathan has some great insights to help you get over those fears. So we're going to talk about what it takes to build your first online course, and what the difference is between WordPress and a platform such as Kajabi. So welcome to the Real Marketing, Real Fast podcast today, Jonathan.
Well, Hey Jonathan, I'm super excited to have you on the Real Marketing, Real Fast podcast today. So welcome to the show.
Jonathan: Oh, thank you, Doug. I really appreciate you having me on the show.
Doug: Well, it's interesting looking at your background, because we're kind of kindred hearts in that we are both in the online space and trying to help our clients make a difference in the world and I'm in your camp. I'm a big WordPress fan. So do you want to share just a little bit of your background on kind of what you guys are doing and how you got there?
Jonathan: Yeah, sure. I try and keep it as a not too big an intro as possible....
Tips on how to create LinkedIn videos that attract customers with Melvyn Tan
I guess my ability to reach that level with LinkedIn videos was primarily because I decided to focus on the audience. I think that's what makes a difference. Without being very clear about what is it that you offering, what is it that you want to give people, what kind of value you're giving to them, it's going to be really, really difficult for people to pay attention to you. The process I went through was basically this. The first thing was, I have certain keywords that I think are my superpowers or my skills, something that I can offer. I decided that I type in those keywords into LinkedIn and see what comes out. I enter keywords on LinkedIn and then I look at what content comes up, and then I look at which content are the ones that resonate more with people. I paid attention to video content that gets more engagement, more likes, more comments. After doing that research for about two months, I realized that there are three types of content or message that people generally pay more attention to, and it resonates with them. People love content about mindset. Whether it's a shift in terms of perspective or this whole idea about growth mindset. Another type of LinkedIn video content is how you can help people grow their business? Whether it's in the form of a marketing strategy, or content strategy or pricing strategy, whatever the case may be. Then the third thing that I found was that once you become known on the platform, and people know you, you're not someone new. Once people know you, then the third type of content that does really, really well, is the type of content where you share with people some insights, or you give them a peek into your personal life. But personal content must be able to relate back to business principles or learning that can be applied in the professional context itself. The other thing that I did was, after looking at all this content, you start noticing that there are certain people, whose content tends to resonate better with other people. These people could be like the influencers, for example, people who are a little bit more popular on the platform. Engage with the content of people who have got a huge following. But the truth is, I think any serious business people who want to get on this game, I think they should just start with whatever they have. Because along the way, you're definitely going to find that some of the tools outlive what you intend to do, and that's where you can upgrade. What I'm excited about is, the first thing I'm just so excited that I got access to the LinkedIn Live feature. It's a feature that requires you to apply. What I always tell people is that you really need to do your research, you really need to prepare, and it's even, highly magnified on the live channel because people can tell if you are not well prepared. The bad advice that I hear these days on LinkedIn or on this platform itself is to be in a pot. For those of us who are not familiar with what the pot is, is that you have a group of people who come together, and when you put up content, you would support each other's content. The reason why I see them, it's because they comment on somebody else's post. Quite often they leave either with the comments, or useful comments or they ask a really great question or they're just being helpful in answering questions where other people have. That brings up their visibility. I would say, in 2019, the thing that one should really do is to leverage the comment function because that's how you get visibility in 2019.
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HOW TO CREATE LINKEDIN VIDEOS THAT ATTRACT CUSTOMERS
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HOW TO CREATE LINKEDIN VIDEOS THAT ATTRACT CUSTOMERS
I paid attention to content that gets more engagement, more likes, more comments.
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Tips on ways to improve your website conversion rate and sales with Justin Christianson
I'm in the conversion rate business, but to me, that's kind of a relative number. I look for the scalability and the sustainability of a company, and really just what's driving that audience. When you come and look at it and actually break down the metrics, their homepage might be second or third on the list in terms of traffic but might be the biggest area of leverage. So they're focusing on the wrong visitor journey. Your cost per acquisition, we'll see a 20% to 30% reduction in cost per acquisition without ever even touching the ads. Because we're just so focused on giving that visitor the best experience that we can on the site and giving them what they want, that it drives everything else. So we look at things very holistically and try to optimize as a whole, but we generally will test separately on mobile and desktop. We want to create that unique experience, and it's getting more and more so on the personalization aspect, that we're creating those unique experiences. So answering the questions and building that relationship versus just saying, hey, you forgot something in your cart, here's 10% off, to help create a better lifetime and longterm customer versus just trying to get the sale day one. We've got clients that even have separate sites, completely mirrored images of each other, that run in Canada versus the US because we just create a different experience based on that. But really just get a 30,000-foot view of what the data is telling us and give you a bunch. And then we'll go through the user journey and pick out a couple dozen or so potential test ideas, and then just really go from there. Some people think there's a magic theme out there that's going to fix all... That's going to convert like crazy. There's not. Other bad advice is just thinking that there are best practices, which there aren't. There are ideas that might be ideal, but there aren't really any true best practices across the board. What works for somebody even selling the same exact thing will not necessarily work for somebody else. That's the biggest thing, is there's a lot of people that are so close to their site and so close to their marketing that they can't see the forest for the trees. The most exciting that I'm getting is people that are actually embracing the process of improvement.
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PROVEN WAYS TO IMPROVE YOUR WEBSITE CONVERSION RATE AND SALES
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PROVEN WAYS TO IMPROVE YOUR WEBSITE CONVERSION RATE AND SALES
I'm in the conversion rate business. I look for the scalability and the sustainability of a company, and what's driving that audience.
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Doug M: Well, welcome back, listeners. Welcome to another episode of Real Marketing Real Fast. Today we're going to talk about all things conversion, increasing your sales and profits by optimizing your website to make sure that you're responsive to what your visitors are looking for and what they're currently doing, whether it's an eCommerce site or a lead generation site.
Doug M: So joining me in studio today, I've got Justin Christianson. He is a bestselling author and he is the co-founder of a company called conversionfanatics.com. He's a self-proclaimed numbers junkie and a digital marketing veteran. He's a father, he's a husband, and as I mentioned, he's the number one bestselling author of Conversion Fanatics: How To Double Your Customers, Sales, and Leads, and Profits With A/B Testing. He's also the co-founder of Conversion Fanatics, which is a full-service conversion rate optimization company, helping companies like Burt's Bees, Dr. Ax, and many others improve their results.
Doug M: I think you'll really enjoy our conversation today. It should really shed some light on how you can get higher ROI,
Tips on how to provide value to your customers and contacts with Bob Burg
The answer was they're always giving. They're giving value to others. Their focus is always on how they can bring value or give value to others. All things being equal people will do business with and refer business to those people they know, like, and trust Giving simply means, again, providing value to others in a way that others find it to be a value. Trust is both in terms of Stephen M. R. Covey, who wrote the great book, The Speed Of Trust would say, trust both in terms of competence and character. He had a binder with 66, not questions, but bits of information about people. It was about the spouse's name, the kids' names, where this prospect went to school, or of what college were they an alumnus of, what were their hobbies. I think that with both the podcast and Facebook Lives, I think what maybe I bring to the table is wisdom from other people because I bring people who not everybody has necessarily heard of. He did a total shift and looked at how he could bring more value, which didn't mean spending more money. That's not what you need to do, but how he could really focus on that person and bring as much value to the table as he could above and beyond. I would define networking simply as the cultivating of mutually beneficial give and take or really give and receive win-win relationships. The focus is on giving. Instead, what I suggest people do is focus on this person. Invest 99.9% of the conversation with that person asking them questions about themselves and their business. How can I know if someone I'm speaking with that would be a good prospect for you?
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HOW TO PROVIDE VALUE TO YOUR CUSTOMERS AND CONTACTS
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HOW TO PROVIDE VALUE TO YOUR CUSTOMERS AND CONTACTS
They're always giving. They're giving value to others. Their focus is always on how they can bring value or give value to others.
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Interview Highlights with Bob Burg...
Years and years ago, back in the, I think the early 90s is when I came out with my first book, which was called Endless Referrals, and the subtitle was Network Your Everyday Contacts Into Sales. It was about business networking back in the day before everyone was writing about business networking. Back then there were just a few of us. The idea was really to teach salespeople and entrepreneurs who knew they had a great product or service. They were proud of what they did. They understood the value it brought to others, but they just were not comfortable or knowledgeable about the process of going out and creating relationships that would lead to direct business with people and with referral business.
I began to think, and this was back in the early 2000s I began to think, wouldn't it be great if we could take the basic premise of Endless Referrals, which was that all things being equal people will do business with and refer business to those people they know like, and trust, which had been the major theme I'd been teaching for years and years. So the first thing I did really in thinking of the title was what's the essence of those people who are able to create those know, like and trust relationships quickly, effectively and sustainably.
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HOW TO PROVIDE VALUE TO YOUR CUSTOMERS AND CONTACTS
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HOW TO PROVIDE VALUE TO YOUR CUSTOMERS AND CONTACTS
They're always giving. They're giving value to others. Their focus is always on how they can bring value or give value to others.
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The answer was they're always giving. They're giving value to others. Their focus is always on how they can bring value or give value to others. So we came up with the name, the Go-Giver and with the basic premise of the story and really all the stories in the series be...
Tips on how to benefit from the new world of affiliate marketing with Robert Glazer
The affiliate marketing industry is rebranding itself as partner marketing. Basically, this is the whole premise of affiliate marketing, partner marketing, is that the internet is broken down between people who sell stuff, and people who build audiences and communities. And this is really a way for them to get together, and each ... not have to do what they're not good at. In the first 90 days, we have a whole setup process because I think that that is when you're building trust, and you're either working from a trust deficit or a trust asset. And if people start questioning your trust from the beginning, it's really hard to recover from that. I don't think you should start an affiliate program or partner program before you have a couple million in revenue, because of this ... You need some brand awareness, you need some traction on your product and pricing. You're treating a partner like you would a customer. We're going to acquire them, retain them, and give them a welcome series. A lot of brands make the mistake of taking their consumer messaging and just repackaging it to their partners. At its simplest form, whatever you call it, it is paying for outcomes, right? It is a CPA (Cost Per Acquisition) on a performance basis. We're really excited at the momentum behind partner marketing, getting this at the C-suite level. I think affiliate marketing was always this thing unto itself, and not integrated, and off in a little world of its own.
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HOW TO BENEFIT FROM THE NEW WORLD OF AFFILIATE MARKETING
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HOW TO BENEFIT FROM THE NEW WORLD OF AFFILIATE MARKETING
On the internet, there are people who sell stuff, and people who build audiences and communities. Affiliate Marketing or Partner Marketing is a way for them to get together.
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Doug: Well, welcome back, listeners, to another episode of Real Marketing Real Fast. Today's guest is very interesting, I had a chance to have a look at his background, both personally and then corporately, and I found his TED Talk really, really inspiring around how he works with his team.
My guest today is Robert Glazer. He's the founder and CEO of a global performance marketing agency called Acceleration Partners. He is a serial entrepreneur and has a passion for helping individuals and organizations build their capacity to elevate.
Now, for those of you who aren't aware of what performance marketing is, performance marketing is when the advertiser, the company that you're advertising with, only gets paid if there is a result. And in this case, if there's a sale.
So, instead of spending money on advertising and wondering what's going to happen, you work with someone like Robert, find a publisher, you partner with them, and through that partnership, they get paid if they convert the message to sales.
So, with Robert and his company under his leadership, Acceleration Partners has received numerous industry awards. And as well as that, company culture awards, including the Glassdoor Employees' Choice two years in a row, Ad Age's Best Place to Work, Entrepreneur's Top Company Culture, Great Places to Work, and Fortune's Best Small and Medium-Sized Businesses three years in a row, as well as the Boston Globe's Top Workplaces two years in a row.
And then Bob was named Glassdoor's List of Top CEOs to Medium-Sized Companies in the US, ranking number two. And you might ask, "Well, why is this important?" Well, the reason that it's important, at least in my opinion, is when I'm buying services and looking for companies and individuals to partner with, one of my concerns is longevity.
So, yes, service has got to be there. Yes, pricing has got to be there. But beyond that, how does the company run, and how does the company treat their team?
Video tips and tactics to improve sales and customer experience with Ethan Beute
Video is a very effective way to connect and communicate, and ultimately, to convert as well. You create and win more opportunities when you get face to face with people. But we all know the challenges involved in that. They basically break down to time and distance. We either don't have the time or we can't overcome the distance. I like to encourage anyone who is running a business or running some aspect of a business to look at all of your customer touchpoints and where could you afford to be more informative or more helpful or more personal or to bring people behind the scenes? And if you get honest with yourself about how you could be communicating with your customers and future customers as well as your partners, vendors, suppliers, everyone else involved in your success, you're going to find places where video could be a benefit to you and your business. When you get one-to-one, you're going to do it to make that bigger impact, especially in this thank you scenario. If that's the only way you use video, I promise you will see benefits from that commitment. It's that gift of time and attention that people really appreciate. If you send 10 videos, I promise you're going to get at least two responses that say, "Oh my gosh, thank you so much for taking the time to make that video for me." Oh, by the way, you probably save time by again talking instead of typing. The more specific you can be about why they're getting this message, what's in it for them and how to proceed, the more likely you are to get the outcome that you desire, which is again that reply, that response, a schedule on your calendar or whatever your call to action might be. Faces are deeply part of the human experience, static or dynamic. Live face to face in-person is obviously the very best. Second best I would say is synchronous videos you described. We use Zoom at BombBomb. The idea that it is not overly rehearsed, it's not scripted, you're not reading a teleprompter, you didn't do 15 takes and then have someone edit it together. The idea that it's just simple, personal, honest, authentic. When you create an outline for your video, no matter what the video is for, whether it's to be sent in an email through BombBomb or another service, or it's to be embedded in a blog post or somewhere else, anywhere that you would put a more casual style of video, go ahead and show that outline. Yes, and I recommend that whether or not you're using video, I think the more targeted and intentional we are, the better off we are. I do like batching the activity. Maybe start a "thank you Thursday" habit where you're going to just go to express gratitude for 20 minutes out of your email with a video. So, I understand that video is a new skill. My first 15 videos were not nearly as comfortable as my second 15 videos, but I will tell you what, when you get comfortable looking the camera in the lens and talking to people regularly, the benefits go so much farther than all of the immediate benefits that simple personal videos provide.
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VIDEO TACTICS TO IMPROVE SALES AND CUSTOMER EXPERIENCE
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VIDEO TACTICS TO IMPROVE SALES AND CUSTOMER EXPERIENCE
Video is a very effective way to connect and communicate, and ultimately, to improve sales.
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Doug Morneau: Well, welcome back listeners to another episode of Real Marketing, Real fast. In the studio today I've got the Ethan Beute joining me. we're going to talk about what Ethan does in the process of increasing sales and increasing customer experience and doing that using simple personal videos with the company that he is part of called BombBomb. I think you're going to enjoy the conversation. There's lots of value, lots of really easy tips for you to take away and a very simple solution to he...
Tips on how to grow your podcast audience with Ben Shapiro Podcast
To grow your podcast audience you want to start an organic and a paid channel from day one because you need to buy in that first little bit of audience to start, like to plant the seed of virality. A lot of it is about creating great content and meeting great people, and the monetization strategy or the focus is really about how much content you produce and how much time you can dedicate it to it. Consistency is really important in content publishing. One piece of content is not likely to help you build an audience, you need to be consistent. One of the things that we do at The MarTech Podcast is we are a daily show. We talk about marketing and technology and we have an episode that's new every day. One of the little secrets that we have is we're not just taking an interview and publishing the whole thing in one sitting. I will actually have a guest on the show and I'll talk to them for 15 minutes about one topic and then we'll talk to them for 15 minutes, about a similar topic. There's virality, that's about getting your guests to share your content and having lots of guests and creating assets and giving them copy to share. You can build processes around like engaging your guests and giving them pictures and giving them videos and just creating snippets of content that they can share and follow up with them, that's important. One of the best ways to grow your podcast audience whether you have a budget or not is to be involved in the podcast community is to get your podcast or your name onto other podcasts. At the end of a show, you just record an ad that says, "Are you ready for your next great show? If you're interested in," in my case, "Learning how businesses grow and you're interested in marketing technology, check out the Ben Shapiro podcast "The MarTech Podcast". Here's a 15-second sample, go to martechpod-dot-com to get the show." You also want to be working on developing those organic channels so in six months or a year from now you're not saying, "Oh, I got to spend more and more and more to grow." Go take 20% of your budget and start trying to cultivate growth channels and test other channels to figure out what else works. We actually land the plane on each episode. I don't want to leave people hanging, I feel like that's not a great experience and because it's a 24-hour delay, people might forget. I use this service called Pod sites and it's early, right? They are very much a startup that you know, a relatively small team, incredible technology. Podsites has the ability to look at the IP address that's downloading a podcast, which is basically the only information your host gets, the IP gives them a location. Then give them the assets they need to reengage with that podcast audience, because one impression is good, but not really that valuable. Five impressions of 10 impressions are what really matters. What I would tell people is that you don't have to invest a lot in hardware or really software to be able to start a podcast. The other thing that I would do is I am a firm believer that it's worth the investment to have your content edited.
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HOW TO GROW YOUR PODCAST AUDIENCE
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HOW TO GROW YOUR PODCAST AUDIENCE
To grow your #podcast #audience you want to start an organic and a paid channel from day one because you need to buy in that first little bit of audience to start.
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today I've got a real treat for your ears. My guest is Benjamin Shapiro, and Ben is from San Francisco, a favorite city of mine to visit. He is a marketing and podcast growth expert.
On this episode, he shared some amazing information in terms of how he grows his podcast and how he grew it, and the types of advertising,
Tips on how to launch a business while working a job with Tommy Griffith
ClickMinded was not my first idea to launch a business. It was probably idea number 15 but I ended up working on it on the side, while I was working at these big companies. A few years in, it ended up eclipsing my salary and then two years ago, I just decided to go full-time on it. Being miserable and in debt is like the single greatest force in human nature, right? It was so motivating for me. I think "The 4-Hour Workweek" was the start of the tsunami, that butterfly flapping its wings that got a lot of people going. They say like, okay, markets are really important. I'd rather have a mediocre product and a mediocre team in a great market than a great product and a great team in a mediocre market. And I get that from the venture capitalist perspective but I actually very much disagree with this in terms of small business and side projects and sort of small-time entrepreneurship. What's work for other people should feel like play to you. I actually gave myself too much time to plan. And what ended up happening was I set my expectations so high for how it was going to go that it ended up being miserable. I highly recommend leaning more towards the side of pulling the trigger to launch a business than giving yourself too much time to plan. They're very cognizant of the fact that you can get stuck in a purgatory where you're trying to make it perfect and it never launches, right? So I'm always leaning towards pulling the trigger to launch a business, especially if you're new. You can launch a bunch. Airbnb launched “three times.” Right now, there are more than 50 universities in the United States that offer a Master's Degree in Digital Marketing. These degrees are garbage. I still think today if you have an idea and you're kind of thinking about different side projects, meetup.com is one of the most underrated channels for new users because it's the single fastest way to bootstrap an email list. And so, I highly recommend, even though it doesn't scale and it takes way more work, I actually highly recommend starting offline because you also end up face to face with your users and you figure out what their problems are. The big mistake a lot of people make is they say, okay, think about how great this is going to be in my life when I get this business going. And the reality is, the first couple years, you're mostly in the business of getting your ass kicked, right? They want their problems solved and that's sort of the impetus for where you need to be starting from, you know what I mean? But what ended up happening was this. I started offline and I ended up learning a lot. And actually, the first way I got started was with meetup.com I really do like the idea of starting really quick, starting offline and then pivoting it to an online version.
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HOW TO LAUNCH A BUSINESS WHILE WORKING A JOB
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HOW TO LAUNCH A BUSINESS WHILE WORKING A JOB
Be cognizant of the fact that you can get stuck in purgatory. I lean towards pulling the trigger to launch a business, especially if you're new.
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Doug: Well, welcome back listeners, to another episode of Real Marketing Real Fast. Today in the studio, is Tommy Griffith. Now Tommy has been in the SEO business and doing SEO search engine optimization for more than 10 years. He was previously the manager of SEO at both PayPal and Airbnb and now runs his own company called ClickMinded, a digital marketing training platform for marketers and entrepreneurs. Tommy started ClickMinded as a side project while working full-time at Airbnb. He grew it until it started generating more revenue than his annual salary. Two years ago, he quit Airbnb to go full-time and work on it, ran into a number of problems in trying to figure out how to grow the business from there.
Social Media strategies to increase profitability with Traci Reuter
I have just recently done a YouTube video, talking about how social media popularity does not equal profitability. Reach is important and all those things are important, but the end of the day, it's got to be the right people. We look at the customer journey, like what's the typical customer journey? The only way to stay on top of the constant changes and be world-class is to just laser focus. We start with the end in mind. If you think out of every 100 people, two are going to buy, what are your plan and your strategy for the other 98? If you're going to invest in marketing, then invest in utilizing all of the tools to the best of their ability, so you can increase your likelihood of growing your business, growing your profits, growing your bottom line. That branding piece, even though we might not be getting a huge ROI upfront, long term, the ROI, it's amazing what we're seeing. That whole concept of warming up your audience beforehand, it really, really can make such an impact when you're ready to pull the trigger on an offer. You have to have a long game mindset for this to really work for you.
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SOCIAL MEDIA STRATEGIES TO INCREASE PROFITABILITY
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SOCIAL MEDIA STRATEGIES TO INCREASE PROFITABILITY
Social Media popularity does not equal profitability.
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Doug Morneau: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today, I'm super excited to have Traci Reuter in studio joining us today. She is the Founder and the CEO of a company called Divine Social. She is passionate about supporting businesses in growing their brands through authentic, meaningful social media advertising. Traci has the uncanny gift for looking at any business's mission, vision, and message and mapping out the right social media strategy to get their brand in front of the right people at the right time.
I so enjoyed our conversation, speaking with somebody who has sales and marketing experience that's in the advertising space. She has 25 years of sales and marketing experience and she really knows her stuff when we start talking about high-level marketing strategy. Traci combined her tactical knowledge of social media advertising, so she can write the recipe for any brand’s success and hopefully, you'll enjoy the conversation as much as I did. She shared some of her greatest secrets behind mapping out your own powerful social media advertising strategy. With that said, I like to welcome Traci Reuter to the Real Marketing Real Fast Podcast today.
Well, hey Traci, I'm super excited to have you on the show today, so welcome to the Real Marketing Real Fast Podcast today.
Traci Reuter: Well, thanks for having me, Doug. I'm super excited to be here.
Doug Morneau: I was excited because when I was looking at your background before we logged on and when I first was introduced to you, I thought, “Wow, what an amazing story.” You're working in an area that I absolutely love, which is sales and marketing, but you're doing it from a paid point of view and not a strategy, how do I get more Facebook likes and followers? Do you want to just fill in the blanks a little bit on what your agency does and kind of what sets you apart from everyone else?
Traci Reuter: Yeah that's a great thing the way lead off with that. I have just recently done a YouTube video, talking about how social media popularity does not equal profitability. That's probably the biggest reason why my agency is what it is. I've been doing actually background in marketing, had a degree in marketing several years ago, many moons ago and then, went to work for here in the States, a Fortune 10 company, a small little telecommunications company most people have heard of, called AT&T. I led a sales division there for several years.
Tips on how to be healthy with Rob Dionne
I'm convinced that if you go outside of more than 10 [healthy] recipes, the variety is what's going to sink you. Until you are basically at the end of the road and you got a tag on your toe, there's always more to learn about you. I feel like the most important thing is to be real and authentic with what your journey is, and what actually has an impact on you and your wellness. If I can impart a lifestyle and to anybody's already crazy life and help them kind of navigate that, then I've done my job. And so, I think like a business person, whether it be in marketing, whether it be in some kind of sales, when you meet up with your client, you need to be able to have the conversation with a vocabulary that they can understand and be able to break things down in a very digestible way early on. You make a really good point in that don't hire anybody that hasn't been down that road. When you hired your personal trainer, that was a great move on your part because not only are these guys training other physique competitors to compete, but they're doing it themselves and that's the person you want to hire. We dive in deep to the point where people are getting emotional and having some real breakthroughs in what's truly standing in their way. I knew for a while it was going to be too much work for me to do it and I wasn't going to be able to create the self-motivation. So I outsourced that.
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HOW TO BE HEALTHY IN A CRAZY, BUSY WORLD
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HOW TO BE HEALTHY IN A CRAZY, BUSY WORLD
I'm convinced that if you go outside of more than 10 healthy recipes, the variety is what's going to sink you.
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Doug Morneau: Well, welcome back, listeners, to another episode of Real Marketing Real Fast. Today, we're going to pivot just a little bit in our conversation. In studio, I've got joining me, a good friend of mine, Rob Dionne. Now, Rob is a fellow podcaster. He's an entrepreneur and he's also a health and wellness guy. I met Rob several years ago at the New Media Summit in San Diego and connected with him, and we've since stayed in touch through social media and met up at various events.
So, Rob after getting married was struggling to carve out a career for himself and he had several different jobs. He had worked at as an actor, waiter, personal trainer and he had gone through some health challenges. I'm going to let him share a little bit of that with you and a transformed his life, got himself healthy and fit, and then realized that he could share his personal experiences, the pain that he had dealt with in trying to get healthy with others and help them succeed.
I think what you should do is listen real careful for the nuggets that are in there. Yes, we're going to talk a lot about health and fitness and why it's important as business owners to make sure that we look after the most important asset our business has, and that is the health of the founder, the owner or the chief executive that is running the company. So I think if you listen, you'll hear a Rob drop several nuggets of tips and techniques and stuff that he does that are quite unique and quite interesting as he grows his business in a super competitive space, the health and wellness, weight loss and diet space.
So with that said, I'd like to welcome Rob to the Real Marketing Real Fast podcast today.
Well, Rob, welcome to the Real Marketing Real Fast podcast today.
Rob Dionne: Doug, thanks so much for having me on. I really appreciate it. Thank you for taking the time.
Doug Morneau: Well, I'm super excited to talk to you because you are high energy, high output guy and it's great to have a guest that has that much energy. So, super excited to talk to you about you and your business and what you're doing. So do you want to give our listeners just a bit of background on how you ev...
Tips based on what I've learned about blogging after two years with Heather Morneau
I think one of the biggest blogging myths is the fact that some people think that you need to have an entire novel in your mind and you need to sit down and write pages upon pages. "You're still doing it, you're still losing it. How do you do it?" The more people asked, the more that there was a journey there and I thought, you know, maybe that is we share this with people, it would inspire or help other people. What the plan was simply was to break it down into bite size pieces. Other times I sit down and I'll start several different posts, but I find the more I force it, the worse the post ends up and I just trash it. Well, there's a lot of half-truths. There's a lot of lies. There's a lot of sponsored information. So you think you're reading about dairy for example, and then you realize the page you've been fascinated with is actually sponsored. There's a little bit of interaction on Facebook whereas I get more likes on Instagram, but it's the interaction that happens on Facebook. Make sure that what you're writing about is something you're passionate about. But the most important thing is to put pen to paper or fingers to keyboard and get it started. People know that. Well, people can tell that with your writing as well. They can tell when you're fake. I think people are really ready to get some honest information. I think I feel like people are ready for authenticity.
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WHAT I'VE LEARNED AFTER TWO YEARS OF BLOGGING
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WHAT I'VE LEARNED AFTER TWO YEARS OF BLOGGING
One of the biggest blogging myths is that people think that you need to sit down and write pages upon pages.
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I think one of the biggest blogging myths is the fact that some people think that you need to have an entire novel in your mind and you need to sit down and write pages upon pages.
Doug Morneau: Well, welcome back. Let's listen to another episode of Real Marketing Real Fast. Today in the studio, I've got joining my beautiful wife, Heather Morneau and now Heather reluctantly agreed to join me in the podcast episode. Actually not that reluctant. So Heather is a mom, a wife, an aunt. She's the co-founder of a company called q4fit.com a health and wellness website and she's a grandma as well. In her spare time, she is an Olympic weight lifter, so she's lifting weights now and she is a Crossfit fanatic, so she's in the Crossfit box with me at least a couple times a week. As a kid, she was an active teenager, but as most people can relate after school ends, so do most of the activity. She went through her life in her twenties and started having babies and stay at home mom and had some unwanted pounds to start to show up.
Her struggle with weight and weight loss has been a part of her life's journey. Years later I became quite sick and nearly died of double pneumonia. That kind of triggered for both of us, a realization that we needed to be healthy if we wanted to be around to see our kids get married and have grandkids or see our grandkids be around as well.
So in the fall of 2011 after dealing with a very sick husband, she decided to start documenting her health journey and writing a blog. Two-and-a-half years later, she's been blogging now once or twice a week and just sharing that journey. So I've asked her to join us on the podcast today just to share a little bit of insight of what it's like to be a blogger, how to get set up, how to relieve some of that stress and strain of writing and some of the myths around that. So I'd like to welcome Heather to the Real Marketing Real Fast podcast today. Well, welcome, Heather. I'm super excited to have you on the Real Marketing Real Fast podcast today.
Heather Morneau: No, I'm really happy to be here.
Doug Morneau: So was there anything I left out in the introductio...
Tips on how to target, connect and convert sales leads with Craig Klein
Everybody's trying to move the sales numbers. That's not unique or different. It's all about how do we do it, right? So we just try to make it easy for the salesperson to see the lead when it's available, also to give teams a way to sort of autoroute leads to the right people at the right time. What that means is that leaves zero time for salespeople to focus on the leads that said no last month or a quarter ago or six months ago. When you run the numbers, that is such a lost opportunity. It's just huge for any business. If you and I talked six months ago and I presented you my product and you said no and now you're on my lead nurturing campaign. Stepping into the customer's world and understanding their needs is the number one way to create good marketing content. Now what I see in articles and webinars and things is it takes seven or eight touches to close a sale. You've got to automate some of it. We like to on not just how many new leads did I talk to but how many new leads did I identify, whatever that looks like in your world. What I see businesses do is they try to motivate salespeople to be part of the system by handing them nice little bells and whistles, and that just doesn't work.
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HOW TO TARGET, CONNECT AND CONVERT SALES LEADS
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HOW TO TARGET, CONNECT AND CONVERT SALES LEADS
Everybody's trying to move the sales numbers and convert sales leads. That's not unique or different. It's all about how do we do it, right?
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Doug: Hello and welcome back listeners to another episode of Real Marketing Real Fast. Today in the studio I have to join me, Craig Klein. Small and medium-sized businesses suffer from two main challenges that slow growth. Number one, potential customers just don't know that they even exist, and number two, salespeople are investing too much time seeking out customers who don't need what they're selling instead of helping those that do.
Craig Klein is the founder and CEO of SalesNexus and has developed a system to address these challenges simply and affordably, ultimately helping grow thousands of businesses. SalesNexus is a leading CRM platform, automation, lead generation solution for companies with sales teams of 10 to 100. Together with his team at SalesNexus, Craig works with startups at Fortune 500s to create systems that give salespeople more time to sell to qualified leads to sell to while giving management the accountability that is so elusive in sales.
Craig is a member of the Forbes Agency Council, where he's also a contributing writer. Craig is the father of three beautiful children. He is an avid sailor. He's an avid hunter and skier and when he's not growing the SalesNexus team and/or writing, he's probably planning his next adventure to somewhere you've never heard of. With that said, I'd like to welcome Craig Klein to the Real Marketing Real Fast Podcast today.
Well, Craig, I'm super excited to have you on the Real Marketing Real Fast Podcast today, so thanks for taking time out of your day to join us.
Craig Klein: Thank you, Doug. I'm really happy to be here. Can't wait to have our conversation.
Doug: Well, and you've got a super exciting topic. Who doesn't want to know about sales and marketing, moving the sales dial and crushing the competition, as your bio said, and being the dominant player in your marketplace?
Craig Klein: Yeah, everybody's trying to move the sales numbers. That's not unique or different. It's all about how do we do it, right? I find a lot of people are just groping and just sort of trying to do everything and overwhelming their entire team with too much stuff.
Doug: So do you want to take us and just give us a 30-second highlight view of where we're at and where your company's at?
Craig Klein: Yeah, sure.
Tips on how to build long term connections with influencers with Cloris Kylie
Building long term relationships with influencers works because we are in the business of building relationships, right? Regardless of what you do, even if you're not in online marketing. A mistake people make is, they get that interview, and they think 'Let me try to find someone else" instead of really nurturing that relationship or finding what else you can do in the long term to collaborate with that person. If you really listen, and you start to feel a personal transformation too. It's always about, how can I deliver value to this person in the best way possible right now? Now that I have this relationship with these people, I want to continue to support them. It's about having a group of people who you can really relate to their message, and you want to stay in touch in the long term and support them as much as you can. But I would say don't try to connect with a hundred people, right? Just find a small group of people. Definitely, no more than 10 to start. So something as simple as subscribing to their email updates will help because it will announce when they have a book coming out, when they have a new podcast, they have a new course. If it's something that you feel could help you, join their course, give a testimonial. And then you start to build a relationship pretty quickly. I asked, "Why don't I try to connect with people who have the audience I want to reach?" And that's when things really started to change.
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HOW TO BUILD LONG TERM CONNECTIONS WITH INFLUENCERS
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HOW TO BUILD LONG TERM CONNECTIONS WITH INFLUENCERS
We are in the business of building relationships, right? Look to build long term connections with influencers, not just short term ones.
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Doug: Well. Welcome back listeners to another episode of Real Marketing Real Fast. In the studio today, we have to join me, Cloris Kylie. Now I connected with her on social media and have been following her as she's been growing her business and I've seen how she connects with people and just her authentic presence and the way that she's out to serve her audience. So Cloris has a marketing MBA and she helps business owners build their authority to grow their lists and to boost their revenue by building long term connections with influencers. She is an author and the bestselling book Beyond Influencer Marketing. She's been featured on national television, on top-ranked podcasts, as well as YouTube, including some of the number one podcasts for entrepreneurs such as Entrepreneur On Fire. Cloris's articles have been published on websites with millions and millions of followers such as Tiny Buddha, Mind Body Green, and Addicted to Success.
Doug: She's also a fellow podcaster. She hosts a podcast called Beyond Influencer Marketing Podcast, and she has interviewed bestselling authors and world-class entrepreneurs such as John Lee Dumas, Ryan Laveck, Chris Brogan, Bob Burg, Dorie Clark, Neil Patel, and the three daughters of Wayne W. Dyer. So with that introduction, I'd like to welcome Cloris to the Real Marketing Real Fast podcast today.
Doug: Well Cloris, I'm super excited to have you on the podcast today. I've followed you for a long time on social media. We had that discussion at the very beginning that we've connected. I've watched your business grow and your success grows and your connections grow and watched you work to put your book together and get your book published. So welcome to the Real Marketing Real Fast podcast today.
Cloris Kylie: Well thanks so much, Doug. It's such a pleasure to be here today.
Doug: Well, it's so much fun talking to somebody else that's in my same space where we're doing online communications and just watching how gracious you've been and how articulate you are to detail when you connect with people.
Tips on video storytelling to make an impact with Kenan Convey
Video storytelling is needed more than ever because it's so accessible and because everyone is on video. If you don't have a voice in the market, I think you're completely forgotten about. One of the most key pieces I'm able to give to clients is something we call a content pyramid. It's okay if you have 30 seconds to connect with the viewer online, how are you going to sell them or convince them or make them believe in your vision in those 30 seconds? I think the best element or the best setting rather is the one that best communicates your brand and fits that. The more [content], the better. I don't know if you can ever have too much content because every touch with the consumer is another opportunity for them to become aware of who you are. The more opportunities for them to realize who you are or just see them, the better. It's kind of out of sight, out of mind. I've fallen victim to this, is trying to craft your product to the client instead of your product to attract the client. I'm really excited to see video integration and how it's changing and social media. I think social media is beginning to craft itself around video.
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VIDEO STORYTELLING TO MAKE AN IMPACT
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VIDEO STORYTELLING TO MAKE AN IMPACT
Video storytelling is needed more than because everyone is on video. If you don't have a voice in the market, I think you're completely forgotten about.
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today in the studio, I've got joining me, Kenan Convey. Now I met Kenan at an event in Redding, Pennsylvania just a while ago. His company was in charge of video productions, and they did an amazing job. So I invited him to join us today in the studio to share his dream and how Convey Productions was birthed back in 2012.
Now when Kenan first started his business, he had a vision, and his vision was to impact people through creative storytelling. In the beginning, this vision was realized when he began partnering with nonprofit organizations, missionary organizations in the Philadelphia area, creating video and photo content that helped them to share their story. And then in 2018, he launched Convey Productions with the goal of impacting lives by collaborating with those who strive to influence the community around them. His aspiration is to help business owners, you and I, entrepreneurs, to share our stories that will influence and engage the world.
So I'd like to welcome Kenan to the Real Marketing Real Fast podcast today. Hey Kenan, I'm super excited to talk to you today. I just want to say thanks so much for taking time and joining us on the Real Marketing Real Fast podcast today.
Kenan Convey: Absolutely. Thank you for having me, Doug. I'm super excited to be able to connect with you and hope to be able to give something to your viewers.
Doug: That's awesome. I mean, we connected at the Growth Now Movement in Redding, Pennsylvania. The first time I had been there. The service there was absolutely outstanding and phenomenal. I was just totally blown away at the level of service and the great event and the speakers. And then we had the pleasure of hooking up with you and your partner, and I've been enjoying all the media work that you've been doing after. So do you want to share just a little bit of background in our audience ... with our audience, kind of who you are and what you do?
Kenan Convey: Yeah, absolutely. I am a Philadelphia based filmmaker. I create short-form content, video and photo to be used for marketing purposes with small businesses, entrepreneurs, and companies to create brand awareness. I'm creating content for their social media or for their online website to help get the name out and share the story of who they are.
Tips on how to create authentic engagement with branded video content with Gideon Shalwick
The key when it comes to video content is that a lot of people miss is the match that you have between who you're talking to and the message that you have, so your message and your market match. How do I come up with the topics? One easy shortcut is to ask yourself, what are all the problems that your target audience are experiencing? Problems, frustrations, needs, desires, all those sorts of things. I remember how excited I felt because I felt for the first time you didn't have to be like a movie star or a celebrity or get into a television show to be able to have widespread sort of recognition and sort of influence for your brand. But really the best camera you have always is the one that you have with you, right? What's the biggest pain point? Video editing. That's an easy fix. Use QuickTime it's a free piece of software and it allows you just trim the front and back out and it takes a few seconds. It's instant. It's really easy and quick to do you don't even need fancy software. But it doesn't matter what you look like. Really what it matters is what you can do for other people and how you can serve them through your message and what you can teach them and help them with. Feel the fear and do it anyway. They just have a really good SEO strategy where they optimize for the right keywords and then they get all the longterm traffic. And they're just crushing it at the moment.
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HOW TO CREATE AUTHENTIC ENGAGEMENT WITH BRANDED VIDEO CONTENT
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HOW TO CREATE AUTHENTIC ENGAGEMENT WITH BRANDED VIDEO CONTENT
The key is the match between who you're talking to and your message, so your message and your market match.
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Doug: Well welcome back listeners to another episode of Real Marketing, Real Fast. Today's guest is Gideon Shalwick. He's a serial entrepreneur who's been creating online videos and video content for over a decade. I first met Gideon several years ago at a conference called the Tropical Think Tank held in the Philippines and run by Chris and Irv Ducker.
Doug: After a couple of entrepreneurial hiccups, Gideon found his niche in video marketing with his finger on the pulse of social media content marketing trends, Gideon knows the impact of authentic engagement with branded video content. While you've learned that 85% of video content is viewed on mobile, he realizes that the importance of high-quality captions for that content.
Doug: So he launched a new company called Splasheo, it's a video captioning service that's powered by real people that manually transcribe your video and add personalized captions. Because of the human touch, Splasheo also creates meme-worthy videos using flawless captions to grab users attention and keep them engaged.
Doug: So I'm super excited to reconnect with Gideon today and welcome to the Real Marketing, Real Fast podcast today.
Doug: Hey Gideon, super excited to reconnect with you today and to invite on the Real Marketing, Real Fast podcast. So welcome to the show today.
Gideon Shalwick: Awesome to be here, Doug. Looking forward to it.
Doug: So we met a whole long time ago over in the Philippines at the Chris Ducker event and I'm just super excited to catch up with you and for you to fill us in a little bit on what you've been working on in the video content and online marketing space.
Gideon Shalwick: Oh man, it's been a journey since we've talked last. I think we just mentioned before we started this call that when we met back at Tropical Think Tank, with Chris Ducker's event. I was just about to start a new business Veeroll a company that I started with some co-founders of mine. J.C. and... J.C. and Sophie.
Gideon Shalwick: And that company I've exited from now, but it was a wonderful journey. Lots of learning experiences.
Tips on how to be your authentic self in your professional life with Megan Macedo
Our current iteration of my business is all about helping people be authentic in their marketing, authentic in their businesses and actually put their real selves into every aspect of their work. I feel like people have problems and those problems show up in their businesses and their marketing the same way they show up as everywhere else in their life. And I think I'm interested in that kind of stuff and I want to go deeper." What am I naturally really good at and how can I build something robust around that? There's a little film on my website that kind of tells my story and it talks about my grandparents and it talks about where I grew up, it talks about Northern Ireland and there are footages from Donegal and it actually doesn't tell you what I do. I see one of the circles is being you and your story and the other circle being your ideal customer and their story and the area of the intersection I call the empathy zone. Yeah, I mean the minute that you stop trying to convince people who are not naturally drawn to you, it's incredibly freeing and it really simplifies your approach to business and marketing. So I'm a big fan of experiments. Okay, I'm going to send out some messages that I'm going to put my real self into. I'm going to talk about the things I care about most." Something I encourage people to do a lot of the time is to do a 30 and 30. It informs how I communicate with my customers into the future and informs the products and programs that I create. What is the work that only you can do? What are the things that only you can talk about? What's the marketing that only you can do?
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HOW TO BE YOUR AUTHENTIC SELF IN YOUR PROFESSIONAL LIFE
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HOW TO BE YOUR AUTHENTIC SELF IN YOUR PROFESSIONAL LIFE
Our business is about helping people be authentic in their marketing, businesses, and every aspect of their work.
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Doug: Well, welcome back listeners, to another episode of Real Marketing Real fast. Today in the studio I've got joining me from Ireland, Megan Macedo. Now I met Megan, I was introduced to her through Perry Marshall who I had on my podcast earlier and I really fell in love with her style. The fact that she had a marketing company, has a marketing and web design background and then she made this transition. And today's episode, I think you're going to find a very interesting conversation about our professional persona versus being yourself. So, Megan is an Irish writer and entrepreneur, she runs a marketing and storytelling consultancy in London where her work is about helping people be themselves in their professional life. Megan writes and speaks about authenticity in marketing, and taking an artistic approach to our businesses. Her story is one for searching for a way of doing business that feels genuine and authentic.
Doug: Her work is informed by her experience of growing up in a big family at the tail end of the troubles in Northern Ireland. She explores how family and culture contacts shape your story, shape our story, our work, and our business. Megan's output includes the short film Becoming Yourself in Your Business. The video interview series, The Business Self-disclosure and regular 30-day writing series on topics like uncertainty, gentleness, artistry in business. Megan hosts workshops and retreats in the UK, Ireland, and the US and she has shared the stage with the likes of many well-known speakers such as Jay Abraham and Perry Marshall. So I'd like you to give a warm welcome to Megan Macedo today to the Real Marketing Real Fast Podcast. Well, Hey Megan, I'm so excited to have you on the real marketing podcast today. I've been waiting with anticipation because I guess I reached out to you quite a while ago and you had a conference going on or your first retreat.
Tips on how to delegate to improve your bottom line with Tim Francis
I didn't know how to delegate and I didn't know how to lead and manage. What I discovered after my first failure with an assistant was that at least 50% of the problem was not with the assistant, but was with me. At the very top, which is what the surgeon focuses on and what I encourage entrepreneurs to focus on, is strategy, high-level skill, and high-level access. Everything below that we draw a delegation line and everything below that should be done by everyone else. Sooner or later there is going to be those rinse, wash, and repeat tasks that come up. They seem innocuous, but they really add up. The number one of the big six concerns when it comes to hiring an assistant was actually, I don't know how to trust and let go of control. I mean I am super passionate about a few things. One of which is actually our dinner parties. A horrible idea is going on Facebook and posting up, "Hey, who knows someone?" That's bad advice number one. Bad advice number two is hiring the first person that you meet, irrespective of how you find them. I actually think it's a great idea to go overseas if you are going to be delegating work that happens every week or every month and is a simple task that doesn't require a lot of decision making. But, to have someone with those three attributes, the culture, time zone, and language, you immediately solve at least 40% of the misunderstandings, maybe 50% of the misunderstandings that are happening. I think the other thing that people don't realize is how affordable it can be.
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HOW TO DELEGATE TO IMPROVE YOUR BOTTOM LINE
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HOW TO DELEGATE TO IMPROVE YOUR BOTTOM LINE
I didn't know how to delegate. What I discovered was that at least 50% of the problem was not with the assistant, but was with me.
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Doug: Hey welcome back another episode of Real Marketing Real Fast. Today in the studio I've got joining me, Tim Francis. Now Tim is a fellow Canadian, but he's also an NYU guest lecturer, certified Scrum Product Owner and lecturer at the University of Alberta. He's an award-winning entrepreneur and the founder of Profit Factory.com and the greatassistant.com. He's a graduate of the University of Alberta and in 2010, 2011 Tim was blindsided and he had a rare illness that left him unable to walk for three months. He nearly went bankrupt as a result of this, and he was re-forced to restart his business, and at that point, he promised himself that he'd never be a burnt out entrepreneur again. So I had a great conversation with Tim and we talked about why more entrepreneurs don't have assistants. I think you're really going to enjoy this episode. You're going to want to make sure that you stick around to the very end as Tim rolls out and shares with you how he got his humble start and the challenges that he had to overcome to build his business to be successful and what it is today.
Doug: So I'd like to welcome Tim Francis to the Real Marketing Real Podcast today. Hey Tim, super-excited to have you to join me as part of the Real Marketing Real Fast Podcast today, so welcome to the show.
Tim: Thanks for having me, Doug.
Doug: So we start talking a little bit before we started recording and I asked you what your superpower was and I'd just like you to recap that because I think it's so valuable. I mean, we have entrepreneurs and C-level business and executive guys on here and often they feel overwhelmed, there's lots of details and stuff to do. So do you want to take a minute and just give us a little bit of background on what you're doing and how you help your clients be more successful?
Tim: So I own a company called Great Assistant, and we help entrepreneurs to get a great executive virtual assistant that's coming out of corporate America.
Tips on writing authentic copy with Joe Pomeroy
My whole focus is on writing authentic copy. If you're hiring a copywriter and 90% of their time is not spent in research, then they're not going to get your voice. It's combining those classic [copywritng] traditions with authenticity and being able to write those headlines and do those bullet points and have those attention-getting boxes. Oftentimes, business owners don't necessarily see themselves as an expert, but the reality is when you built a business and you're making money at it and you're helping lots of people, that you're an expert to somebody. In terms of copywriting, where is the low hanging fruit?... The easiest place is landing pages or opt-in pages. It's a process. If all you have is this phenomenal landing page and you get people to sign up and then there's zero follow up to it, you're going to lose those people. If you want to be a champion, focus on what you do best and get the right people around you. Hire the right people to come in, write copy, get that outside perspective, and get you on the medal stand as the champion. The best way to figure out whether or not something is perfect is through A/B testing, which I always recommend. Get clear on what you want and get clear on why you want it. Clarity dissolves fear.
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WRITING AUTHENTIC COPY
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WRITING AUTHENTIC COPY
Focus on what you do best and get the right people around you. Hire the right people to come in, write copy, get that outside perspective, and get you on the medal stand as the champion.
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Doug: Welcome back to another episode of Real Marketing Real Fast. Today in the studio joining me, Joe Pomeroy. He has a degree in marketing and a master's in business administration with an emphasis on strategic development. While excelling in academics, Joe also worked as an instrumental leader in the rapid rise of a startup company now doing in excess of eight figures annually. He centered in all things communication, from acquisition to retention to satisfaction. Joe uses his superpower of empathy to quickly connect authentically with their clients. That same superpower that he used to understand those clients, he uses to understand your target audience, to create trust and connect with them to be your latest raving fans. After all, what your client really wants is for you to take away their pain. When they can trust you to do that, they will actively seek you.
Doug: Today we're going to connect with Joe and we're going to talk about all things to get more leads, more sales, and more fans as it relates to copy for your landing pages and email sequences. Welcome, Joe Pomeroy, to the Real Marketing Real Fast podcast. Hey, Joe, super excited to have you on the Real Marketing Real Fast podcast today. Welcome to the show.
Joe: Thanks, Doug. I'm excited to be here.
Doug: Super excited to talk to you about things, all things copy, all things copywriting. I sent out ... My newsletter went out today to my subscribers and I said, "Hey, we're going to be talking about copywriting today on this episode of the podcast." Just before we hooked up on the show, I got an email in from a Weber, and the numbers are in. It's 293 billion. That's the total estimated number of business and consumer emails that will be sent in 2019 per day. With that competition, I'm hoping that you're going be able to shed some light for our listeners on how they can compete. They can get their emails opened, clicked on, and they can sell more stuff. Do you want to fill us in and give us a little bit of background on the type of copy and the type of work that you're doing right now?
Joe: Yeah, absolutely. You know what's crazy about that stat, is that just emails. That's only the competition you have with your sending emails. That doesn't take into account anything else that can be dist...
Tips on how to advertise to generate high-quality leads with AJ Wilcox
I had a sales guy come up to me and introduce himself and he said, "AJ we don't know what you're doing over here, but we're fighting over your leads. Keep it up." I think people being in the right mindset is really key with LinkedIn. When you move over to LinkedIn ads, your sales team is going to tell you "This is the perfect person. Thank you. We are talking to an ideal quality type of prospect." But we're still little ways out. They haven't started the project yet. We have to nurture this relationship. I really like combining search and social channels, because you really do give your sales team a little bit of a variety. You get those leads that want to close immediately, and then you also get the leads that will turn into the bigger deal sizes over the long term. [With Ads on Social] you have to catch their attention, and that's usually by giving free knowledge, free access to content. So, you have to options every time you're advertising on LinkedIn for traffic. You can either send them to your own landing page, which I prefer. You as a marketer, you can only change so many things with ads and try to draw people in. But you can increase performance by three, four, five, 10X if all you do is just understand your customer. Not everyone wants to post content on LinkedIn because maybe they're afraid of what their business colleagues think of them or whatever. But when you post it, it's by far the easiest network in the world to go viral on and people are having crazy success on the organic side.
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HOW TO ADVERTISE TO GENERATE HIGH-QUALITY LEADS
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HOW TO ADVERTISE TO GENERATE HIGH-QUALITY LEADS
I had a sales guy come up to me and introduce himself and he said, "AJ we don't know what you're doing over here, but we're fighting over your leads. Keep it up."
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Doug: Well, welcome back listeners to another episode of Real Marketing, Real Fast. Today's going to be a real fast episode and it's going to be all around advertising and generating high-quality leads. So, make sure that your seatbelt is fastened and your hands are firmly on the wheel. Today guest in the studio is AJ Wilcox. He is a lifetime digital marketer who fell in love with LinkedIn and generating leads as a platform in 2011, and then he went off and founded his own company B2Linked.com in 2014 which specializes in LinkedIn ads, account management, training and consulting.
Doug: Since then he has managed hundreds of accounts and a combined budget of 110 million Dollars in ad spend on the LinkedIn network exclusively. So, he's worked directly with several LinkedIn's top 10 accounts. AJ's entrepreneurial journey is deeply rooted in his faith. After he was fired from his last job, he was offered multiple job opportunities after he prayed to God to figure out what he should do, the answer came, and it all came down to starting his own business and he's never looked back.
Doug: Not AJ is somebody I have seen online. I've followed him for a little while. And he's someone that I've wanted to have on the podcast for at least six months. So, I'm super excited to have him on the podcast. You're going to hear some just amazing information on how to leverage this platform to generate super high-quality leads, and you're going to want to listen to the section around being able to target companies where you can actually load a list of all the companies that you want your advertising to be shown to exclusively.
Doug: So, with that being said, I want to welcome AJ to the Real Marketing, Real Fast podcast today. Well hey AJ, I'm super excited to have you on the Real Marketing, Real Fast podcast today. So, welcome to the show.
AJ: Thanks so much, Doug. I'm excited about that awesome intro.
Doug: Well, it's interesting because I saw your profile months an...
Tips on using your web presence to make the world a better place with Chris Yoko
You could use your web presence to do something, whether it's to be a little bit more charitable, a little bit more sustainable, a little bit more in favor of generating more opportunity for people throughout the entirety of their journey. We work exclusively with organizations that have a passion or a purpose beyond mere profit. Here's the real tangible impact of the work we did, that we would've never known if we hadn't thought about the kind of stress that this puts on people and how we remove that. That tends to be more meaningful for a lot of people. Here's how we make an impact, and here's how we help people. Saying that tends to transform a lot of your messaging. But if you're punching through [your target] and really aiming for the purpose that falls behind it, you're going to find your follow through is much stronger. You're going to find your outcomes are much better. You can use that kind of language on your web site, and it might be really attractive and it might seem like a differentiator. But if it's not authentic and it's not true to who you are, none of that converts into an actual business opportunity. So if you can make sure that from a standpoint of their role, they check the boxes they need to in terms of business results, and then you give them an emotional reason to also connect with that mission. You're only going to find more success. I'm really excited about is the fact that we get to bring that level of personal alignment for our team into a greater arena of opportunities in terms of the clients that we work with.
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USING YOUR WEB PRESENCE TO MAKE THE WORLD A BETTER PLACE
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USING YOUR WEB PRESENCE TO MAKE THE WORLD A BETTER PLACE
You could use your web presence to do something and make the world a better place
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Doug: Well welcome back listeners to another episode of Real Marketing Real Fast. Today I've got joining me Chris Yoko, who is the CEO of Yoko Co. Now I was introduced to Chris, and I took a look at his background and am quite excited. He's an expert in digital marketing and web design, but his company has a slightly different focus and ed that they spend time focusing on social responsibility and company culture. I think you're going to enjoy this podcast episode as you listen to Chris and how they made some changes in their business that had a significant impact to both the bottom line, so increased profits, less stress with clients, a better relationship with clients, and a more engaged and more enthusiastic team and staff. So without further ado, I'd like to welcome Chris Yoko to the Real Marketing Real Fast podcast today.
Doug: Well, hey, welcome to the Real Marketing Real Fast podcast today. Chris, super happy to have you on the show.
Chris Yoko: Thanks for having me Doug, happy to be here.
Doug: So one of the things that I noticed right off the bat when I started looking at you and your company and what you're doing, were two things that really stuck out, and they were that you focus on company culture and social responsibility. And then it kind of went into the business topics below that, and one that's dear to my heart, digital marketing. So do you want to just share a little bit of your background and kind of your angle and perspective on what makes your company unique, and why you put those things kind of at the top of the list?
Chris Yoko: Yeah, for sure. So the way that we phrase the work that we do and the people that we work with is that we work exclusively with organizations that have a passion or a purpose beyond mere profit. And what we've found that I'm happy to tell more of the backstory, kind of how we got there, is if you're working toward a cause, you're much more likely to put more heart and soul and feel more attached to the work ...
Tips on how to use data to improve your marketing with Bill Bice
The hard part is how to use data to improve your marketing. Using it so that you're constantly getting better can be difficult. That's the hardest problem that businesses have, is executing on that day-to-day in the trenches working to get their marketing done. That consistency is what makes it work. There's always somebody bigger in your space. They've spent millions of dollars figuring out what works in that area. The hard part is figuring out, okay, how do we make that work for a smaller company? I love how much you talk about email marketing because that's what actually produces results. These days, LinkedIn is such a perfect place to do that. It's like going back in time and just starting at Facebook 10 years ago. All the clients and prospects you've ever talked to, that's your audience. If you're not constantly staying in front of them, then you're losing. That asset is devaluing every day. If you don't have a sales funnel behind that, that's going to take that audience and convert it into an interest in what you're doing, then there's really no point in creating all that effort.
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HOW TO USE DATA TO IMPROVE YOUR MARKETING
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HOW TO USE DATA TO IMPROVE YOUR MARKETING
The hard part is how to use data to improve your marketing. Using it so that you're constantly getting better can be difficult.
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Doug: Welcome back, listeners, to another episode of Real Marketing Real Fast. Today, we're going to talk about all things marketing and how to improve your marketing. My guest in studio today is Bill Bice. He has been an entrepreneur. He started his first company at the age of 14, putting him on the road, races with corporate sponsors. At 18, he started ProLaw Software, which was the first integrated ERP software for law firms. After that, he sold his company to Thomson Reuters. Bill became a venture capitalist, as a founding partner in the Verge Fund. He's been investing in high tech, high growth companies in the southwest.
Doug: One of the core things that Bill has learned in building and investing in companies is that the go-to-market is always the hardest part of growing any business. With that, he got so frustrated in trying to find great marketing companies for the companies that he was investing in and working in that he decided to tackle the problem himself. A programmer at heart, Bill founded Boomtime, which tackles marketing as a technology problem. It turns out that when you follow the data, real good things happen. That's why Boomtime built the world's first marketing as a service platform called Fuse. Boomtime's marketing strategists follow the data. They have always known what will work and always reinventing the wheel.
Doug: I think you're going to enjoy the conversation today and you're going to want to listen really close because Bill is going to drop a number of value bombs and some information as we talk about how to build and market your business and get it to the marketplace and do what works over and over again. Listen when he mentions one of the terms called mailbox mining. Without further ado, I'd like to welcome Bill to the Real Marketing Real Fast podcast today. Well, hey, Bill, I'm super excited to have you on the Real Marketing podcast today. Welcome to the show.
Bill: Thanks. It's great to be here with you.
Doug: I really enjoyed looking at your background and how you've transitioned what you're doing and created a new company to solve a problem that you had. If you want to share a little bit of your background with our audience of how you got started and how you worked that process to come to where you are today.
Bill: Yeah, absolutely. I'm a programmer at heart. I wrote the initial platform for my first company, which was an ERP system for law firms and corporate legal depart...
Tips on how to increase sales with influencer marketing with Shane Barker
There are still millions of influencers and there are still great products that match up perfectly with those influencers if you put in the time and effort into influencer marketing. This is not only influencer marketing. This is SEO. This is anything you do. If you're going to spend a lot of money on influencer marketing hands down, try to find an agency or find somebody to work with. Don't go and put all your budget into one person, right? One of the biggest things is before you go and pitch influencers and get all this, you have to know who your avatar is, who's in theory what you think your perfect client is. It comes down to the terms and putting a brief together and better understanding what the goal of your campaign is and what are you trying to get out of this. The key is people look at followership and they think that person must be good because they have a lot of followers instead of really looking at the individual numbers and the actual profile. How do I pay an influencer? What should I pay for them? Well, everybody's different. You need to protect your brand. You need to make sure it's a good fit.
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HOW TO INCREASE SALES WITH INFLUENCER MARKETING
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HOW TO INCREASE SALES WITH INFLUENCER MARKETING
There are millions of influencers and there are products that match up perfectly with those influencers for influencer marketing.
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today in the studio I've got joining me, Shane Barker who is an influencer marketing consultant and he consults to Fortune 500 companies, celebrities, and A-listers, but I don't want you to tune out at this point. I had an absolutely awesome time and a great conversation with Shane. He is down-to-earth and he's going to share some really intimate details, how regardless of the size of your company, whether you're a Fortune 500 company or you're a brand new startup, how you can take a look at influencer marketing and see if it's a way to leverage your brands, grow your business and increase your sales.
Doug: Shane has helped thousands of expert entrepreneurs expand their outreach and bolster their reputation using influencer marketing. So whether it's launching products or creating and converting this website traffic or building targeted sales funnels. So he works daily to make sure that brands like Puma and IMAX stay relevant and influential. His wheelhouse also includes business development, marketing, blueprints, SEO and social media marketing and as you'll hear him talk a little bit later in this episode as well, his expertise in content marketing.
Doug: So in that realm, he practices what he preaches on content marketing, he's a top contributor at Inc. Magazine, Huffington Post and has been named one of the top Salesforce influencers for his viral article, 15 Ways To Writing Better Content For Social Media Campaigns. So I think you're gonna enjoy this episode. Make sure you've got a pen and paper handy. There's lots of information that's going to come at you and I would challenge you to listen deeply to what he's got to say. We're going to cover a couple of topics. We're going to spend most of our time talking about influencer marketing and kind of what it is, what it isn't and how to navigate that water.
Doug: And at the very end we're going to wrap up with the discussion on what would it be like to be an influencer. So if you're someone who's thinking hey, not only could I use this for my business, but I have influence in my social media following, what you need to do to get there. So without further ado, I'd like to welcome Shane Barker to the Real Marketing Real Fast Podcast today. Well, welcome to the Real Marketing Real Fast Podcast today Shane.
Tips on how to sell to buyers in the new economy with Todd Hockenberry
Buyers have changed. The way you sell in the new economy has to change. It really affects everything. It's not just about marketing anymore. It's about how you really run your entire business. It starts with the mindset of leadership understanding how they connect with and create value for a customer, and then how they build a relationship moving forward. They created a lot more connections and ways for their customers and contacts to understand what they were doing and how they could help them. So instead of having guys on airplanes all the time knocking on doors trying to sell things, they had people available 24/7 that could answer questions, support their customers, and be the kind of partner they were looking for. Your tactics should be determined by your customers and by your target audience. I think most marketing people would understand what a persona is. It's kind of a fictionalized representation of your ideal customer. How can we make our business so attractive in every way that not only do we attract the best customers, we attract the best employees, we attract the best partners, the best suppliers, the best collaborative companies, right?
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BUYERS HAVE CHANGED. HAS THE WAY YOU SELL CHANGED?
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BUYERS HAVE CHANGED. HAS THE WAY YOU SELL CHANGED?
Buyers have changed. The way you sell in the new economy has to change.
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Doug: Well welcome back listeners to another episode of Real Marketing Real Fast. Today, our guest is going to share with us why the keys to business growth and selling in the new economy is a change of mindset and not a new set of marketing tactics. So today's guest is Todd Hockenberry. He is the owner, the founder of Top Line Results, which is a global leader in educating and helping B2B businesses adapt to internet driven changes in buying behavior. So translated, how are your customers or your potential customers buying online? Todd is the co-author of Inbound Marketing Organization, which is a book on how to build and strengthen your company's future using inbound principles, and it's scheduled for release this April, so the book is probably already out. And it was published by John Wiley and Sons.
Doug: In his book, Todd shows leaders how to build their community, their company's future around inbound marketing principles, strengthen the structural foundations that are necessary to deal with the changes in buyer behavior. Todd helps business owners like you and I understand that mission matters, culture is destiny and that the way that the prospects and their customers want you to market to them, sell to them, and service them is changing, and most importantly, what you should do about it. So I would like to welcome Todd to the Real Marketing Real Fast podcast today. Hey, well Todd, I'm super excited to have you on the podcast today, so welcome.
Todd H.: Thanks for having me, Doug. I'm very excited to be here and talk to you today as well.
Doug: Well, it's interesting to see that you're working in a very similar space and you're working the B2B leaders and helping them to drive sales and work in the marketing field. It's an area that I absolutely love. So why don't you share with our listeners just a little bit of background on yourself and how you kind of got to this space in your life.
Todd H.: Yeah, I started out in the factories of Central United States in the flyover territory in the automotive industry and kind of cut my chops working for industrial and manufacturing companies. And about 10 years ago in the middle of the Great Recession, I found myself looking for a job, and I said, "I'm never going to have another job again." So that's when I started Top Line Results with my wife. And what we did was, we started out with the premise that companies were going abo...
Tips on how to grow your business with Virtual Assistants with Barbara Turley
The Virtual Hub, really, we recruit, train, and manage Virtual Assistants All the businesses I was working with had the same problem; they all were too small revenue wise to hire staff, but unless they hired the staff they were never really going to be able to grow it properly, and get out of the trenches of the terrible overwhelm of running your own business. Hiring Virtual Assistants was part of the answer. Offshore has been held as the panacea to solve all cost efficiencies and lots of sort of problems in business. I will say it's not as simple as people think... No matter what size your business is if there's no profit left, there is no business. But unless you've got a business that has a very clear vision, then you have a strategy attached to that vision, and attached to your strategy are all your recurring task lists and project task lists and processes that are involved in running your business; your likelihood of success is lowered if you're not really having a focus on those kinds of things. We have some outsourcing strategy consultants that everybody gets to speak to first. Their job on that call is to dig and see, is this business ready for virtual assistants? Remember that every single business, no matter how small or how large, actually had departments. I always recommend that people just list out all those different little departments, and then underneath those departments, the first task that you want to do is to list what are all the tasks that need to be done daily, weekly, monthly, quarterly, annually.
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HOW TO GROW YOUR BUSINESS WITH A VIRTUAL ASSISTANT
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HOW TO GROW YOUR BUSINESS WITH A VIRTUAL ASSISTANT
All the businesses I was working with had the same problem; they all were too small revenue wise to hire staff. Hiring a Virtual Assistant was the answer.
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today's guest in studio is Barbara Turley. Barbara is an investor, she is an entrepreneur, and she is the founder of a company, and the CEO, of a company called The Virtual Hub that helps companies hire Virtual Assistants. It's a business that she started by accident that exploded over the space or the course of about 12 months, and has now become one of the leading companies that recruits, trains, and manages virtual assistants for businesses that need to free up more time and energy so they can go to that next level.
Doug: Barbara's deep background comes from the investment banking side, so she is very keen and very smart when it comes to business, numbers, and making sure the business is making a profit. With her company Virtual Hub, she has a strong focus on customized training and ongoing career development, she ensures that her team is trained in cutting edge programs like HubSpot and Ontraport, to make sure that she meets the needs of her clients, and the unique needs that they have in digital marketing, social media, and personal assistant services.
Doug: Barbara is a mom to a gorgeous daughter named Ruby, wife to her best friend Eddie, and an adventure lover with a passion for horses, skiing, tennis, and spending time in nature. So with that introduction, I'd like to welcome Barbara to the Real Marketing Real Fast podcast today.
Doug: Well, welcome to the Real Marketing podcast today, Barbara. I'm super excited to talk to you and allow you to inform our listeners on the opportunity that exists working with a company like yours, and working maybe offshore, something they haven't done before.
Barbara: Great to be on the show, thanks for having me.
Doug: So, do you want to share just a little bit of your background? Kind of how you got into this business, and fill in the blanks for our listeners.
Barbara: Sure,
Tips on what to do when people unsubscribe from your email list with Doug Morneau
What do unsubscribes mean, when should you be concerned, and does it really matter? Go have a look at your email list and just take a look and see what your stats and your numbers are. I would prefer that people unsubscribe, rather than ignore my email or just push it into the spam folder. The reality is unsubscriptions and people unsubscribing is not a bad thing. So I'm not suggesting in any way that you and I set out to increase our unsubscribe rates, but I'm just suggesting that we look at the metrics a little bit differently. So most of us have bought into this lie that we need to fit in, and when this is exactly the opposite of what we need to do. If you don't wanna give me your feedback, just hit the unsubscribe button, move along, and find someplace that you feel comfortable. Look at people that are unsubscribing from your list as if they're not your tribe
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IS IT ALWAYS A BAD THING WHEN PEOPLE UNSUBSCRIBE FROM YOUR EMAIL LIST?
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IS IT ALWAYS A BAD THING WHEN PEOPLE UNSUBSCRIBE FROM YOUR EMAIL LIST?
I would prefer that people unsubscribe, rather than ignore my email
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Doug: Well, welcome back, listeners, to another episode of Real Marketing, Real Fast. Today's solo episode's gonna be all about unsubscribe rates from your email list. So what do they mean, when should you be concerned, and does it really matter?
So thanks for joining me today, we're gonna talk about unsubscribing and how my mind has been changed or my view of the stats around unsubscribes has shifted to a "Hey, thank you for unsubscribing."
Now this may sound weird, but in this episode, I'm gonna unpack this a little bit and I just suggest that you open your mind and then after you've had a chance to listen to the episode and digest it, go have a look at your email list and just take a look and see what your stats and your numbers are.
Seems today everywhere we go online, that, you know, I'm sure you'd agree, that we're bombarded with advertising and marketing messages. As email marketers, we're not exempt from adding to this plethora of marketing messages that all of us see as consumers.
However, email marketers share the same fate that many other online marketing and media channels do too. When your email is sent and is ignored, it is not opened or it remains in the spam folder, email clients like Google take notice. So the new currency of the day in terms of social and as well as email is attention. Attention and engagement.
So if you can't get somebody's attention and you can't get them to engage with you, you're gonna be punished for that. So, obviously, I would prefer that people unsubscribe, rather than ignore my email or just push it into the spam folder. But here's a hard fact. In my recent book I had just written, here's some information with regards to mobile.
If you send a marketing message to your email list and your subscribers open their email on a mobile device and that email that you've crafted or your marketing department has crafted, does not display well on mobile, the reality is that a large percentage of these consumers will now mark your email as spam.
So they're not marking it, they're not deleting it, they're not looking at it, they're opening it up and they're marking as spam. And to be exact, the numbers in the industry are about 34 percent of consumers have marked promotional emails as spam because they didn't work well on their mobile device.
So that's a post or a podcast of a whole different topic, but the reality is unsubscriptions and people unsubscribing is not a bad thing. So I'm not suggesting in any way that you and I set out to increase our unsubscribe rates, but I'm just suggesting that we look at the metrics a little bit differently.
Tips on what sales shifts to make to help you sell more with Chad Sanderson
Shift your perspective and attempt to understand where the others are coming from. Your success rate will improve and you will sell more. You don't have to differentiate against the competitors, you only have to differentiate in the other individual's perception. Then the easiest way to do that is by asking the questions and working with them. These are all disciplines: sales, marketing, consulting, these are all disciplines, and in order to master them it takes effort. We have to challenge and push each other. You still have to do all of the things that everybody knows how to do in a sale: you have to find them, you have to engage them, you have to qualify them, you have to advance them, you have to close them, right? Now that we have shorter attention spans sales reps have to be much more strategic in the way that they engage with an individual, be very aware of the experience they're giving the other individual, the other person and make sure that we're doing it. All you have to do is a little bit of research like there are three easy steps to do this, you got to do a little bit of research to understand what is the business objective or the organizational objective for the company in which your buyer resides? It's the process of getting them to self discover, and us being able to hear it in their words, which then allows us to talk back to them their own language. When people buy from people they trust, that moves them away from problems and towards solutions. A hot button for me is when I hear people talk about Social selling is the answer or social engagement is the answer, so you don't need to engage with people on the phone, you don't have to perfect your email. I think that is a cop-out.
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SALES SHIFTS THAT WILL HELP YOU SELL MORE
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SALES SHIFTS THAT WILL HELP YOU SELL MORE
Shift your perspective and attempt to understand where the others are coming from. Your success rate will improve and you will sell more.
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today's episode is going to be quite interesting, and I want you to tune in not tune out. So, today's episode is going to be around selling. But I think you'll be really surprised and really appreciate the perspective that my guest today has on selling and why selling, you know, the way that he does it with integrity, and how it's a natural flow to make it work, to close bigger deals. So, I don't want to steal all of Chad's thunder, but I do want to formally introduce him, and then get into the podcast episode because I'm sure you'll agree, once you listen to this episode, that you're going to find some valuable information whether you're face to face selling, selling on the phone, whether you're writing copy or content for your website or your social media, that he's got a lot of information that's very easy to implement and to use. So, Chad Sanderson has been leading sales and marketing teams to success for over 20 years through his proven and predictable ValueSelling Framework. Chad has also been named one of the top five emerging training leaders. And he's worked in sales, he's built teams and he's achieved targets, both within organizations as a consultant.
Doug: He cuts through the outdated theory based fluff that's so often attributed to sales training and gets down to the nitty-gritty with a raw no BS perspective, to look at what's working, what's not working, and where there may be many opportunities for you and me, our business to drive predictable revenue growth through sales optimization. So, I want to welcome Chad Sanderson to the Real Marketing Real Fast Podcast today. Well, Chad, welcome to the Real Marketing Real Fast Podcast today.
Chad: It's a pleasure to be here.
Tips on how to improve your email strategy and customer response with Kate Barrett
The trend is about being customer-centric, understanding what your customers' needs are, respecting that, and then delivering on it. In my view, I think you should have a repliable email address and I think that somebody should be monitoring that or at the very least if you had some kind of automated response that directed them to how they can get further help. When you get really engaged with people when you can encourage their engagement through communications that really makes sense to them, that's where you see the best results. Because somebody unsubscribes, it just means that they don't necessarily want to receive emails from you at this time. I think bad advice would be anyone who tells you not to focus on email and just to focus on social media or any channels like that One of the things that I talk about in my book is understanding where you are. It's the very first chapter. It's knowing what you've got in your business already before you move on to optimizing and then adding to it.
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HOW TO IMPROVE YOUR EMAIL STRATEGY AND CUSTOMER RESPONSE
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HOW TO IMPROVE YOUR EMAIL STRATEGY AND CUSTOMER RESPONSE
It's about being customer-centric, understanding what your customers' needs are and then delivering on it.
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today in studio joining me, I've got Kate Barrett. Now, Kate is the founder of a company in the UK called eFocus Marketing and the Email Marketing Academy. She provides specialist email marketing, consultancy management, and training services to companies all around the world.
Doug: Now, I had Kate on my podcast very early on. You want to check out episode seven, which is the Keys to Email Marketing in a Snapchat World. I really enjoyed my conversation with her then and I wanted to have her back on because she has just written a new book on email marketing, which we'll talk about shortly. She's got a proven track record, she's got over a decade experience in the email marketing arena and specifically increasing results from opens to clicks, to sales. Her expertise and passion has helped a very large range of companies develop their comprehensive strategies to target subscribers with the right message sent to the right person at the right time and she helps them with all the implementation optimization of those campaigns.
Doug: Some of the companies that Kate has worked with, just to give you an idea of brand and perspective are Nissan, Marks $ Spencer, Argos, Vision Direct, Soletrader, Photobox, My Voucher Coupons, Adidas. She's worked with a number of large brands as well as a number of new companies that are just moving into the email marketing to help them grow their business up. She's walked in the shoes of everybody from every kind of a startup to large companies, she has been elected as a member of the DMA Email Marketing Council for the last three years, and she regularly speaks around the world.
Doug: She's a blogger, and she's a contributor to Smart Insights as well as a trainer for the IDM. I look at her as someone who does a very good job in her space and is up on the latest email marketing trends. Today, I'm super excited because I want to have her on the podcast and have her talk about the changes in email over the last year and how we believe it's become more valuable, and also to share a little bit with you about her new released book, which is called E-Telligence: Email Marketing Isn't Dead, the Way You're Using It Is
Doug: With that introduction, I'd like to welcome Kate to the Real Marketing Real Fast podcast today. Well, Kate, I'm super excited to have you back on the podcast. So welcome back to the Real Marketing Real Fast podcast today.
Tips on how to attract a steady flow of ideal clients with Dov Gordon
We call ourselves the Alchemist Entrepreneur precisely because we get below the surface to ... We're not skidding across the surface. We can skid across the surface of our understanding, or we can strike at the root where the masses are hacking at the leaves. We can build on the underlying structure of a situation. We eventually get to simplicity on the far side of complexity. The only three questions in the mind of the ideal client is should I pay attention? Is it interesting? When you've got me interested, can I trust you? And is what you recommend right for me? Instead of just being overwhelmed with ideas, you realize, okay, what is one thing I can do for each of these [questions above] and that's what I'm all about. All we're ever thinking about is a problem that we have and don't want and/or a result we want and don't have. Be clear as to who's the ideal client? What's the problem they have? Speak that aloud in a way that is clear, and usually clearer than they are thinking it themselves. What gets me excited is the things that don't change, timeless principles. Mastery. Master your craft. We've got to master and more deeply understand things we already know rather than go off and look for more information.
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HOW TO ATTRACT A STEADY FLOW OF IDEAL CLIENTS
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HOW TO ATTRACT A STEADY FLOW OF IDEAL CLIENTS
The only three questions in the mind of the ideal clients are is it interesting? Can I trust you? And, is what you recommend right for me?
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Doug: Well, welcome back, listeners, to another episode of Real Marketing Real Fast. Today, I think you're going to enjoy the conversation. Our guest today in studio is Dov Gordon. He shared a lot of valuable information. I'm just going to give you just a snippet, an insight on a couple of things he's going to cover in terms of messaging to see if we're going in the right direction attracting clients.
He said that basically, people, there are two issues that people are dealing with. They have a problem that they don't want and they're looking for a result that we want and they don't have. Dov has been in business for a number of years and he helps coaches and consultants get ideal clients consistently. We know that there's millions and millions of consultants and coaches, like me and like probably many of you, that are really good at what you do. But, you don't have a personality style to be somebody else that's a charismatic guru-type and many people don't want that style.
But, they love what they do. All they're really looking is a consistent flow of good clients who value their expertise and who value the people that they're working with as well. And, they want to get paid well. Dov and his small team take a tactical or tactic-agnostic approach, which if you've heard me before, I totally support, and they help you build a strong strategic foundation and teach you how to apply that to build a simple, client-getting system that is best for you.
Without further ado, I want to invite Dov on my podcast and get us started and let him share with you how you too can look at developing a system to consistently bring you clients that you like working with that will pay you well. Dov, welcome to the Real Marketing Real Fast podcast today.
Hey, Dov. I'm super excited to have you on the show today. You came recommended on the arm of a trusted friend, so I'm glad that Cindy introduced us. Welcome to the Real Marketing Real Fast podcast.
Dov Gordon: Thanks for having me, Doug. Excited to be here. I've been following your stuff, so it's good to get to talk.
Doug: It is and it's great to talk to somebody that's not geographically next door, that's living in a different part of the world in a different culture and experiencing ... Well, that's where you live,
Tips on how to use podcasting to grow your brand with Jeremy Slate
You need to know who your tribe is. You really have to nail down your talking points before you go on a show. Sum up your message into one very memorable thing, and one place to go. That's really the formula to nailing this podcast thing. Get really, really good at telling your stories and being flexible with it so it doesn't sound like you're reading. Don't wait until every single thing in the world is perfect to get started. That's never going to happen. That time period will never exist. You have to get started [now]. Think of the results you want to achieve in the end. Like what is the goal that you're doing this whole program for? Niche it down to who you serve, because that's going to help you figure out who the opinion leaders are. On getting started: "I want you to consider if you don't do it now, what's going to happen in a year from now? What's going to happen in five years from now?"
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HOW TO USE PODCASTING TO GROW YOUR BRAND
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HOW TO USE PODCASTING TO GROW YOUR BRAND
Sum up your message into one very memorable thing, and one place to go. That's really the formula to nailing this podcast thing.
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Doug: Well, welcome back listeners to another episode of Real Marketing, Real Fast. Today in studio I've got joining me, Jeremy Ryan Slate. He is the founder of Create Your Own Life podcast, which studies the highest performers in the world. He studied literature at Oxford University and is a former champion power lifter turned new media entrepreneur. He specializes in using podcasts and new media to create celebrity for himself, as well as his clients. He was ranked number one in iTunes, new and know worthy, and number one in the business category, as well as ranked number 78 in the top 100 podcasts by iTunes. Jeremy was also named one of the 26 top podcasts to follow in 2017 as well as 2018 by CIO Magazine, and also recommended as the best podcast to listen to by Inc. Magazine 2019, and the millennial influencer to follow in 2018 by Buzzfeed.
So, the Create Your Own Life podcast has been downloaded now over a million times, in addition to that Jeremy is also a featured writer for Influencive and Business.com. So, after his success in podcasting Jeremy and his wife founded Command Your Own Brand Media, and the goal is to help entrepreneurs get their message out by appearing as guests on podcasts and help podcasters become more profitable. So, if you are a podcaster and you're looking to drive revenue, or if you have a business, you're an entrepreneur in the marketing department, and you're looking at opportunities to be a guest on other people's podcasts that have your audience as listeners, then stay tuned, sit down and listen, because here comes Jeremy Slate to the Real Marketing, Real Fast podcast.
Hello, Jeremy, I'm super excited to have you on the show today and to draw in your expertise. I mean, you have achieved some amazing things in your life and your business. So, welcome to Real Marketing Podcast today.
Jeremy Slate: Hey, thank you so much for having me, Doug. I'm really humbled that you took the time to have me out, I know, since you just recently rocked the mic on my show, so glad to kind of reciprocate, man.
Doug: Yeah, I mean, I've been following you on social media for a while, and we connected at the New Media Summit, and it's just been amazing watching some of the stuff that your doing, but so you've got lots of confidence, lots of momentum, and you're moving forward. So, how do you work with people and kind of what's your superpower to help them grow their business?
Jeremy Slate: So, I guess for a little bit of a backstory here, like I've my own podcast for a really long time called Create Your Own Life, and it was doing well to start out with,
Tips on creating a successful and compliant email strategy by Jenna Tiffany
I fully believe that GDPR is a massive opportunity for marketers, and it shouldn't be seen as a negative impact. I've seen some organizations, they've lost more than 50% of their email marketing database because they couldn't prove consent. Email is a top-performing digital channel, it generally doesn't get the right attribution, so it probably outperforms way more than we actually realize. Think about putting yourself in the shoes of the customers. What are the key questions and information that you would want to know before you hand your information over? Tell your customers how you use data. Why you want to use it. And be really open and transparent about that. Every channel needs a strategy, and email marketing is no different to that. There should be a value exchange. The customer's going to buy your product because you solve a need or a want that customer has. And the same with the email. To develop an email strategy assess both the internal environments and external environments. And then from all of that, you can start to see where opportunities are.
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CREATE A SUCCESSFUL AND COMPLIANT EMAIL STRATEGY
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CREATE A SUCCESSFUL AND COMPLIANT EMAIL STRATEGY
Tell your customers how you use data. Why you want to use it. And be really open and transparent about that. #email #strategy
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today I've got in studio, I've got a friend of mine joining me from the U.K. I've got Jenna Tiffany. And she is an expert in all things strategy and marketing, and especially in email. I think you'll enjoy today's episode as we talk about the new legislation that's come in recently with GDPR. What's happening with the new legislation in California. And she's going to share with you some tips of how you can take advantage of these changing landscapes and rules around marketing and connecting with your customers. And she'll share with you, some of her clients that have implemented these strategies, they've had massive wins. We're also going to cover off some new topics of how you can increase your revenue by five times. So, if that's something that you're interested in, then I would say sit back, take some notes, and enjoy the episode.
Doug: So, just a bit better introduction for Jenna. Jenna is the founder and the strategy director at a company called Let's Talk Strategy. She provides strategic consulting services across the digital marketing mix, and she's also a chartered member of the IDM, with over 10 years experience in both the business to business and business to consumer marketing. She's consulted with some really large brands such as Shell, Hilton, Whirl, Duty-Free, just to name a few.
Doug: I follow her on social media and I see her out speaking constantly around the world. So, doing that she's been recognized as an expert in her field. She is elected and served on the DMA UK Email Marketing Council, as well as she's the chair of the email best practice hub that's helping to shape the industry's best practices. And she's involved in the latest research. She's also a marketing tutor. She's teaching CIM courses, as well as a competent public speaker. And most recently she was just nominated in added to the list of the top 100 female marketers around the world to follow.
Doug: So, with that said, I'd like to turn it over to Jena and welcome you to the Real Marketing Real Fast Podcast today.
Doug: Well hey Jenna, I'm super excited to have on the Real Marketing Podcast today. Thanks so much for taking time out of your day to share with our audience.
Jenna: Thank you so much for inviting me back. It's great to be back a second time on your show.
Doug: Well I mean, yeah you just shared with me just a minute ago on Wom...
Email marketing tips to increase sales with Dela Quist
Media is about reach and frequency. You want to meet as many people as possible as often as possible, and the only constraint is your budget. That's the thing. There's a puritanical zeal about email marketers which doesn't exist anywhere else. It's the only channel I know where experts advocate doing less. The first thing is that they perceive email to be old fashioned and intrusive And all CMOs care about the brand. So the perception is that email's destroying their brand, but TV commercials are not in some weird way. Facebook isn't either. I don't know why. What you have to do is track what I call open reach, and open reach is your cumulative unique opens, or total opens. I'm now going to invoke my very, very, very important rider. I call it #DBS, which means #DoBeSmart. The emails that they don't open are the ones that say lots of fluffy news about my company. Yes, and here's another thing is if you increase your frequency, spontaneous recall of your brand goes up and net promoter score goes up partly because you're losing the haters, right?
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EMAIL MARKETING TIPS TO INCREASE SALES
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EMAIL MARKETING TIPS TO INCREASE SALES
What you have to do is track what I call open reach, and open reach is your email cumulative unique opens or total opens.
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Doug: Well, welcome back, listeners, to another episode of Real Marketing Real Fast. Today, we're going to take a deep dive into email. I've got Dela Quist, who is an international email expert and the CEO of Alchemy Worx and Touchstone as my guest. Now, I first got to know Dela through an email group that I'm part of called Only Email. It's a private group that you can join and have access to some of the smartest, brightest people in the email marketing world. Our conversation today, I think, really got me thinking, and had me thinking for a long time. Dela shared some very different points of view on how we can leverage our existing email lists that our businesses have to improve our results and move the sales dial, so I think this is going to be an episode that you're going to have to listen to probably a couple of times because there's a lot of information and make sure you check out the show notes because, again, there's a lot of information.
Doug Morneau: He did give us some good takeaways, so I want to formally just introduce Dela and a little bit more about him. He's the founder and CEO of a company called Alchemy Worx and Touchstone, and he estimates that he's clocked about 20,000 hours thinking of email. Obviously, there's no way we're going to cover all of his knowledge in this short podcast. In 2015, he founded Touchstone, which is an intelligent suite of software that is based primarily on unified proprietary infrastructure and it records and analyzes all of your previous campaign data histories. The product category, it falls into three main categories: reporting and predictive analysis, machine learning, and it is compliant with GDPR and CASL and other future legislation requirements that require transparency.
Doug: Dela has also published an ebook called Fear and Loathing in Email Marketing, I'll make sure that the link is in the show notes, and a series of essays that have characterized [inaudible 00:02:02] alive and unconventional take on email. He's a popular international speaker on all matters email, and his thought-provoking views and lively style, which I'm sure you'll hear shortly here, regularly receive rave reviews. Dela has served many years as a member of the UK's DMA email marketing council, and he's also served on the executive management of the IAB and a steering committee of the future of European advertising stakeholders. With that great introduction of an awesome guest, I want you to sit back, tune in, listen and learn to Dela Quist,
Tips on how to get more ROI from your PR with Christina Nicholson
To get more ROI from your PR stop thinking about promoting yourself and start thinking about just giving the media what they want and what they need. So the bad pitches are the overly promotional ones, which unfortunately for some reason is what most people do. So you need to set yourself up not just on your own social media and on your own websites as an expert in your industry, but you need to be getting on podcasts. And then when you're getting those media hits, no matter how big or small, you need to be turning around on your social media and constantly sharing them. I think the first thing you want to do is you want to be clear on your goals, like don't get media for the sake of getting media. I always say start with local because you're more newsworthy where you are local. I think the biggest myth is that people think that they need a big brand with a lot of money to earn TV exposure or exposure in any media outlet, really. You have to make yourself accessible ASAP. And then you just want to give them everything they want and everything they need on a silver platter.
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HOW TO GET MORE ROI FROM YOUR PR
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HOW TO GET MORE ROI FROM YOUR PR
To get more ROI from your PR stop thinking about promoting yourself and start thinking about just giving the media what they want and what they need.
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. If you'd like to have your business exposed and put in front of millions of ideal customers in minutes instead of months, you want to tune into today's episode. My guest today is Christina Nicholson and she is a marketing expert in dealing with the media and her company is called Media Maven. If you want to tune into her podcasts, you can listen to her podcast at Become a Media Maven. So that's exactly what Christina does, she is a television host and she helps bloggers and business owners grow their audience by reaching thousands and millions of listeners and viewers and getting them in front of their ideal customers and clients.
Doug: And she does this in minutes instead of months through the power of traditional media without spending big advertising dollars. Be sure to listen to her biggest myth around this, and the myth is that I'm not ready. So she's going to share with you and me today that we're all ready, and that we could be doing this today in our business without writing a check, this is earned media.
Doug: So you can see Christina in front of the camera as a host on Lifetime TV, in national commercials as well as her work online in the HuffPost Thrive Global Inc Magazine and Fast Company. Christina also has a local lifestyle and family blog called Christina All Day. She lives in South Florida with her husband and two children, and she was an absolute delight and a pleasure to have on the podcast today. So welcome to the Real Marketing Real Fast Podcast today.
Doug: Well, welcome to the podcast today, Christina. I'm super excited to have you share your superpower on how you help companies and entrepreneurs grow their business.
Christina N.: I'm so happy to be here, Doug. Thanks for having me.
Doug: So do you want to fill us in just a little bit of your background on how you started and how you move to where you are today?
Christina N.: Yeah, sure. So I started in TV, I was a TV reporter and anchor for about 10 years. And while I was in that role, I was getting pitched by a lot of publicists and a lot of business owners. And most of what they pitched me was ignored because it was bad, honestly, it was very clear that a lot of these people did not understand how the media industry worked. They've never been in a newsroom or worked in a newsroom to know how we put our stories together, what we needed and what we wanted.
Tips on how to use your data for better engagement and conversions by Phillip Davis
When you improve engagement you also improve your reputation which happens with a combination of clean and complete data. Make sure you have clean data and make sure you have the information you need to understand who the user is behind that email address, so you can take better action and meet your user's needs. It's age, gender, location, marital status, the presence of children, homeowner status, and income. Those are universally useful across channels. If you're sending me over a file that represents emails that you've collected over the last 20 years, obviously the metrics will suffer a little. The Holy Grail is personalization. And so the idea is that every single person will get a tailored email or a tailored experience when they walk into a store or a tailored postcard or a tailored experience on your website based on the uniqueness of their data. One of the biggest marketing mistakes is not using the technology you have in-house to its full potential. Measuring and establishing benchmark KPIs is probably one of the most important things a marketer could do. Fill your data holes in and then you can go cross channel and so if they have an email list, let's get them a postal list because you know what's fascinating? Direct mail converts. It's like every relationship, it's the dance you do when you date. There's kind of a pacing and a right sequence to engagement takes place so don't try to go too far too fast. With the data, use it for understanding and just be appropriate with that use. Stay true to the voice of your brand. And if you don't know what the voice of your brand is, go figure that out.
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USE YOUR DATA FOR BETTER ENGAGEMENT AND CONVERSIONS
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USE YOUR DATA FOR BETTER ENGAGEMENT AND CONVERSIONS
When you improve engagement you also improve your reputation which happens with a combination of clean and complete data.
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Doug: Well, welcome back listeners to another episode of Real Marketing, Real Fast. Today, I've got a special treat for you. The guest joining us in studio today is going to share some really great information. If you have an email list, or you have a direct mail list, or you have a telemarketing list, Phillip is going to share how you can enhance that data to have a deeper, more engaged relationship and conversation with your clients, prospects, and subscribers.
Doug: Phillip comes from a company called Tower Data, a company that I'm quite familiar with. He has been a data industry veteran for years. He is the Chief Business Officer for Tower Data, and he's held several high-ranking positions at other well-known players, such as CEO of RapLeaf, a division of LiveRamp, and the President of ConsumerBase where he ran its data division and their digital agency. And he's also worked with SVPMD, which is a newly-formed online division of EquiFax. But before that, Phillip was part of the management team that took Daily [Dalien 00:01:08] Technologies public. He's an exceptional, energetic, and personable guest. I'm sure you'll hear that as we carry on our conversation.
Doug: Phillip really helps his clients identify better and more efficient ways to engage their prospects, or in this case, your prospects and my prospects and customers. And he holds a B.S. from the Vanderbilt University. I'm super, super excited today to have this conversation on how we can leverage the knowledge and the technology and data from Phillip's company to further enhance our existing databases to get better engagement and higher conversions.
Doug: Enough of that, and let's get to the main show. Welcome, Phillip, to the Real Marketing, Real Fast podcast. I'm super excited to have you in the studio today, Phillip, so thanks for joining us.
Phillip: You're welcome. My pleasure, Doug.
Tips on how to improve email deliverability and email sender reputation by Rob McEwan
Invaluement started off from the ground up as particularly good at blocking that very elusive kind of spam that was slipping past other spam filters. More recently, though, a lot of old email addresses that just haven't been used for many years have been recycled into spam traps, so it's slightly more questionable as to whether it was spam or not. But it's our position, basically, that when the recipient doesn't have a reasonable way to connect the dots from whatever they're receiving to whatever they signed up for originally, then at that point all permissions are null and void. It was so fascinating because when I was listening to your podcast and reading through your book, I got about 25% into your book before I saw the clarifications that made me feel comfortable with it. Yeah, your domain reputation's going to follow you around everywhere. Make sure your practices are really good, and if you inadvertently get blacklisted, fight for it and explain to any blacklist that might blacklist you what it is that you're doing good that's causing recipients to get angry if they don't receive those messages. But, you know, having really helpful high-quality information is so important now for that engagement to keep Google Office 365 happy, because they focus so much on engagement, is very, very helpful. When marketers get blacklisted, there's almost always something going on, like an insecure form that wasn't CAPTCHA protected that your worst enemy signed a spam trap upon, or some bot did. Well, one of the things that's happened with the industry, in terms of email, is so much has gone to Office 365 and Google, and a few other large providers, but mostly those two. It's helped the industry a lot because of the way they're focusing on engagement is forcing the industry to do better, and that's great and it's improving the industry.
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IMPROVE EMAIL DELIVERABILITY AND EMAIL SENDER REPUTATION
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IMPROVE EMAIL DELIVERABILITY AND EMAIL SENDER REPUTATION
To improve email deliverability make sure your email practices are really good.
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Doug: Well, welcome back, listeners, to another episode of Real Marketing Real Fast. Today we're going to talk about email and email marketing, but we're going to come at it from a different point of view. We've all heard that the money's in the list, but, obviously, your list is no good if you can't get your email delivered, or if you end up in the spam drop. My guest today in studio is Rob McEwen, and Rob has a long history of managing email web servers since 1996. At that time he was a computer programmer and then later a web developer. Then, in early 2000s, Rob pivoted towards a high-quality email spam filtering and hosting services. Then, 2005, he was already heavily involved with a blacklisting company that some of you may be familiar with called SURBL. It's S-U-R-B-L.org. He was there as a volunteer near their very beginning when that new type of anti-spam blacklist services started to come up.
Doug: Rob has a wealth of experience, so we're going to talk today in today's episode about how to stay off of a blacklist and how to have a higher reputation for your domain and for your emails, and how to get your email delivered. With that being said, I want to invite Rob onto the Real Marketing Real Fast Podcast.
Doug: Hey. Well, welcome to the studio, Rob. I'm super excited to talk to you today. You've got a great topic.
Rob McEwen: Yeah. Me, too. I'm very excited to be here. Thank you for having me.
Doug: So, listeners, today we're going to cover off a whole bunch of topics. Rob's a super smart guy, so he's going to try to keep it simple enough for those of us that aren't technicians to understand. We're going to talk about how to stay off a blacklist,
Tips on how to build a profitable Wordpress business by Lee Blue
Here's the thing. The thing is clients don't actually want a website, right? They don't want digital marketing. They don't want the SEO stuff that you're doing. They don't want social media stuff except for one thing. They want the result of having done those things successfully. The reason that it's surprising is one of the big things that I think dramatically changes the picture for everybody is actually raising your prices. Another thing that I say all the time is, let me show you how you can charge like five to 10 times more than you're currently charging without pricing yourself out of the market. I'll ask a lot of questions up front to see if it's a good fit for both of us. If it's not, then that's totally cool. If I had to distill it down to one sentence, it would be, let me show you how to intentionally pursue the clients you can serve the best. I don't even say I sell things to people. I serve them. But everybody is still selling websites like it's five years ago. That's why the price race is going right down to the bottom. So don't feel like you're stuck because you don't have a portfolio. Don't feel like you have to take on free or cheap clients to build your portfolio. Show up with leadership, and then leadership breeds confidence, and confidence brings that high ticket investment, that chain of events there is really critical.
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HOW TO BUILD A PROFITABLE WORDPRESS BUSINESS
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HOW TO BUILD A PROFITABLE WORDPRESS BUSINESS
If I had to distill it down to one sentence, it would be, let me show you how to intentionally pursue the clients you can serve the best.
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today in the studio, I've got joining me a gentleman by the name of Lee Blue. He is the founder of a company called DoubleStack. Before I get into the more formal part of his introduction and his background, I just want to say that this was a very exciting interview.
Doug: Lee brings a lot of energy and enthusiasm for what he does. I think that if you listen closely, there's a lot of value and a lot of tips, whether you're an entrepreneur, or whether you're running a larger company, or whether you work for somebody else. The tactics that he uses and teaches his clients to increase their sales by moving their price up sometimes by five times, sometimes by as much as 10 times.
Doug: So this might sound like a big grasp and maybe something that's not obtainable, but I just really encourage you to hang in there and have a good listen and then follow up on the show notes when this episode goes live.
Doug: So Lee has spent the last 15 years of his business running a ... of his life running a web design agency. The last 10 years he's been deeply involved in the WordPress community. So he speaks at WordCamps and he presents at the Wu Conference. He's worked with hundreds of WordPress developers and freelancers through Cart66, the WordPress eCommerce platform that he founded in 2008.
Doug: I think you'll find his background in technology working for the government in bioterrorism may come to like a bit of a surprise being that he's an entrepreneur helping people like you and me to grow our businesses. So having studied the WordPress community and the economy deeply over the last 10 years, Lee developed the DoubleStack program to equip, say, WordPress operators with tools and the skills and the mindset they need to rise above a saturated marketplace and to really succeed in today's new economy.
Doug: So his students are trained in delivering profitable business development solutions for the advanced technical skills that they have. So he can help them, who implement those concepts for both themselves and their clients. I think that's what's really key.
Tips on creating more traffic and revenue with effective SEO by Jeremiah Smith
Google is now looking at something called user engagement metrics as the number one ranking factor, meaning it's the strongest thing that influences the way your site's going to rank in Google. Within the past couple of years, Google has just kind of silently swapped out their algorithm-based engine with an artificially intelligent engine. Links are really a big part of SEO and have been for a long time. So it's a little creepy, a little scary to some people, but really we don't need to think of it as something that is outside of us thinking about us, as much as it is something that is being fed by us. And one of the words in Google's mission statement and brand promise is "information." They want to organize the world's information. So what I like to do, is just to a large degree, let go and kind of trust Google. He's the Wizard of Moz is what they call him. He taught me so much about SEO just through his blog. He actually recently said that best practices used to be a thing, but now the new best practice is testing, A/B testing. So, what I've found is that if we go back to the good old fashioned thing that still works with human beings, then it actually works really well for link building as well, and that is PR. But those private blog networks are a mess, and they're a scam. I see a lot of that kind of stuff going on. We have to be really careful and shield our clients from that
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MORE TRAFFIC AND REVENUE WITH SIMPLY EFFECTIVE SEO
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MORE TRAFFIC AND REVENUE WITH SIMPLY EFFECTIVE SEO
As far as effective SEO is concerned, Google is now looking at user engagement metrics as the number one #ranking factor.
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Doug: Well, welcome back. Let's listen to another episode of Real Marketing Real Fast. Today we're going to talk about SEO, but we're going to cover a couple different angles of SEO that we haven't talked about before. One is the new user metric that Google's using, the number one metric, which is user engagement. We're going to talk a little bit about testing keywords, and then artificial intelligence and how Google is now using this as a key part of their algorithm, well not their algorithm but the determining factor of how your website and my website gets ranked.
Doug: So my guest today is Jeremiah Smith. He is the founder of a company called SimpleTiger. It's a boutique digital marketing agency that specializes in SEO for startups. For the last 12 years, Jeremiah has helped companies like Segment.com, Shopify, NBC, MTV, E*Trade, LG, and Sports Illustrated to see significant gains in their search results, organic traffic, and revenue. During his time growing SimpleTiger, Jeremiah has seen firsthand how clients have been unsuccessfully burned by other agencies, or in the past confused by misleading SEO strategies. The SEO industry is plagued with lots of smoke and mirrors, black-hat techniques, and a lack of transparency. Jeremiah's mission is to open up about what many other SEO marketers and agencies won't share, the best practices and frameworks that actually work. So people ask him, "Well, why share this?" And he believes that transparency is much needed in this industry where confusion runs rampant. With a fully distributed team, SimpleTiger has helped venture-backed startups with everything to lose, all the way up to the largest companies in the world, get on the first page of Google. There is no one size fits all approach to SEO, like some would have you believe, but there's a simple and effective right way to do it. So with that being said, I'd like to welcome Jeremiah to the Real Marketing Real Fast podcast today.
Doug: Well, welcome to the Real Marketing podcast. I am super excited to talk to you today. SEO is I think a hot topic, or has been a hot topic,
Tips on how to grow your audience with machine learning with Patrick McKenna
We help people expand their audiences so that they don't see a diminishing return. And it's not just how to grow your audience, it's also finding those interests that actually work for your audience and your brand. The good news is that if your business is growing, and hopefully it is, the artificial intelligence that you're building isn't going to eliminate your employees. In fact, you may need more employees. They may be just shifting in direction, but there's still plenty to do. The main products for us are analyzing buying metrics and audience metrics. What you get out of that data if you haven't broken those things out in the platform is very little. You're not really sure what specifically worked when you don't know specifically what worked on the keyword side or the interest side per age group and per device. One of the tricks you need to watch out for on Facebook is if you put up a couple pieces of creative in there, Facebook will make a decision really quickly as to which one is performing better. And you need to kind of wait a little bit and give that second piece of creative a little bit more statistical significance because Facebook will pick a winner really fast. And you may throw a really nice piece of creative out the door too quickly. And so you need to be testing, you always need to be testing. The platform guys want to make this sound really easy. Google wants to make it sound really simple to go and measure and use their ad manager. I get really excited about this direct to consumer situation. We call it the DTC, the dollar shave. Gwyneth Paltrow's brand, Jessica Alba.
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HOW TO GROW YOUR AUDIENCE WITH MACHINE LEARNING
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HOW TO GROW YOUR AUDIENCE WITH MACHINE LEARNING
And it's not just how to grow your audience, it's also finding those interests that actually work for your audience and your brand.
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today, we're going to be talking about testing, testing. No, the microphone is working fine, testing your advertising. So how do you know what's working, what's performing, what's moving the sales dial, what audiences are working on Facebook? Are they the same audience as working in LinkedIn, are the same audiences that are working on Instagram or YouTube or Google ads. So we've got a guest who is a specialist in this space, and they use machine learning and artificial intelligence to guide your path and guide their clients' path to making the right decisions. And significantly in many cases, it's going to be lowering the cost of advertising and acquiring a customer. So I'd like to welcome Patrick McKenna to the studio today. He is the founder and CEO of a company called Strike Social. It's a global technology enabled digital advertising agency based in Chicago.
Doug: Patrick has more than 30 years of experience in business development and technology consulting for major corporations. I'm sure you'll gather that when you listen to the episode, he co-founded and sold a telecommunications company, WCI in 1996. And then he was recruited to Microsoft as part of a 50 person team to develop the internet, audio and video industry. So by the end of Patrick's 12-year career at Microsoft, he had developed Windows entertainment division that now employs 40,000 people. So Patrick has spent his career mentoring and investing in startup companies. And in 2013, he founded the Strike Social, which was named the number 17 fastest growing private company in the US in 2017 by Ink Magazine. So Strike Social, develops artificial intelligence or AI-powered software and services for digital advertisers across industry verticals with over half the Fortune 500 companies benefiting from his solutions.
Tips on how to improve sales with AI-powered CRM from Adam Honig
Spiro is a sales automation CRM that uses artificial intelligence to organize your contacts, reach more prospects and close bigger deals. I was presenting at a conference and I asked a bunch of salespeople to raise their hands if they liked CRM and one guy threw something at me. Yeah. So, our vision is, well, what if there was a CRM that nobody actually had to use? And what we learned by working with this particular client is that they were literally able to speak to 30% more prospects during the week. There are so many distractions in today's world. Can you really have time to focus and think about what's super important? And that's one of the things that Spiro helps you with because it's constantly looking at the data to say, “Where are these gaps of things that you need to do?” As a sales person who gets paid upon the success of their actions, you want to just keep taking more actions and not typing in data. So that's kind of what it's about. Somebody who's dealing with lots of small transactions is going to have a different experience than somebody who's selling a few big deals. And so, Spiro notices those things over time it just gets stronger, and stronger in terms of what it recommends. Spiro can give you push alerts about actions that you need to take. Also, within the app itself, there's a self-writing to do list, which is literally a log of everybody that Spiro thinks that you need to follow up with. Frankly, it's so cheap to provide data storage. I don't know why anybody charges that way. Well, one of my pet peeves is people who get worried about like, AI taking over the world.
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IMPROVE SALES WITH AI POWERED CRM
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IMPROVE SALES WITH AI POWERED CRM
Spiro is a sales automation CRM that uses artificial intelligence to organize your contacts, reach more prospects and close bigger deals.
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast.
I really don't know the best way to introduce you to the topic today, because as you all know, I'm a huge fan of technology, and leveraging technology for sales, and marketing and the guest that I just spoke to in this episode that you're gonna hear shortly, absolutely blew my mind. It's not very often that I pause, because I'm not sure what the next question should be, but I was just taken back and overwhelmed. I can't imagine what our sales and the marketing world's going to look like using his technology.
When I say, “Hey Siri, what sales prospects should I call today?” And Siri's using his software sorts out the most likely prospect is closest to buying my product or service and sends me their name and phone number to follow up. So, that's we're going to talk about today.
We're gonna talk about sales, and marketing and my guest kind of got in the studio to do this. His name is Adam Honig, and he is the founder of a company called Spiro, Spiro's technology.
It's a CRM company that's focused on breathing new life into sales technology to help salespeople like you, and I reach new heights. So, Adam has worked in the tech space for over 25 years, building companies that have delivered enterprise software solutions as well as delivering, and developing award-winning teams across the globe.
So, Adam is a founder of Spiro, and he developed tech solutions for over 300,000 salespeople in the last 10 years so, he's learned some really invaluable lessons throughout his career. And today on this episode, he's gonna share some of his expertise on how you, and I can use artificial intelligence and a new software platform.
It's new. Actually, it's been out for about four years to help us move the sales dial in a big way, but in an easy to use application. So, I'd like to welcome Adam to the Real Marketing Real Fast Podcast.
Tips on how to launch an app or product with Sean Casto
It's become easier, cheaper and more effective to create apps now than more ever before and you can build an app and launch it within 24 hours now. And the good news is there is still a lot of potential. When it comes to high rates of failure, the biggest thing is it really comes down to getting yourself out there and actually marketing the app effectively. The first pillar number one is a grand vision. The reason why we start the pillars with vision is that we've seen so many app creators who aimlessly launch their app without a destination or a goal in mind and it's really the quickest way to fail. Going number two is innovation. Innovation is the second essential pillar to building a successful app because without it in this day and age, you are a commodity. Pillar number three is all about growth marketing. It's really all about conveying how your app is both unique and irresistible at the same time. Number four is having the right team in place. If you're looking to create a let's say, a billion-dollar app it begins with having a billion dollar team. And then pillar number five is all about virality, retention and app addiction. Pillar number six is all about money mastery. As of 2018, Apple and Google have collectively paid out over 150 billion dollars to App creators specifically. The final pillar is measuring success because you can't improve what you don't track.
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7 ESSENTIAL PILLARS TO LAUNCH YOUR APP OR PRODUCT
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7 ESSENTIAL PILLARS TO LAUNCH YOUR APP OR PRODUCT
It's become easier, and cheaper to create apps. You can build an app and launch it within 24 hours.
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Doug Morneau: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today's episode's going to be all about marketing. App marketing to be specific, and our guest is the leading expert on this in the United States of America, they are the number one app marketing company. Before you think hey, I'm not interested in launching or running or selling an app, I just want to share with you that during this particular episode there was a ton of valuable information that we can apply to your general business, general marketing principles as well. I want to introduce my guest today, Sean Casto.
Doug Morneau: He is the founder of a premier app marketing company or agency called PreApps. Sean has helped thousands of apps reach millions of downloads. He's also the creator of the App Marketing Academy, the world's best online marketing program. Today, Sean is one of the most in-demand experts on mobile app marketing and reach has expanded to 80 countries across 24 different app categories, where he helps his clients create, launch and market their apps taking each app from zero to millions of downloads and sales.
Doug Morneau: He's worked with multi-million dollar companies like Flyp, Overkill 2, Gadget flow, and even billion dollar apps like Cheetah's, Mobile Security Master with over 550 million downloads. Sean has been a guest speaker for Microsoft and Samsung, he's lectured at universities such as Northern and Harvard, he's been featured in The Washington Post, USA Today, The Boston Globe, Entrepreneur Magazine, and the Associated Press. He's here today to share his tips and techniques on how to help you reach millions of people with your mobile app and he's got a special book offer at the end of the episode. I'd like to welcome Shawn to the Real Marketing Real Fast Podcast today. Well, Sean, welcome to the Real Marketing Real Fast Podcast. I'm super excited to draw on your experience and the secrets that you are going to reveal about your new book that you've just released.
Sean Casto: Thank you very much for having me. Excited to be here.
Doug Morneau: When we think of apps, we've all got apps on our phone and we've only got...
Tips on how to successfully launch and market a podcast with Ginni Saraswati
To market a podcast ask: What's the best day to release your podcast? The best day is the same day as the last day. There is that commitment to the frequency of the podcast I think you've got to first start with, and I take my clients through this as well, when we do a podcast, start with the "why." Why are you doing the podcast? Then lets reverse engineer from there. They call it pod fade. A lot of people go through that pod fade where they do eight episodes. It's roughly the time where they tend to fade out. They just go in all in, all out and they find out it's not sustainable. The next thing I do is assess how comfortable they are with technology and see what their budget is. Then I recommend the equipment for them to what they use because everyone's equipment is going to look different. Figure out a routine for yourself that works for you. Check out how many apps that you're on because if you can be on more apps, you can reach more people because not everyone listens to Apple Podcast even though they have the majority of the market share.
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HOW TO SUCCESSFULLY LAUNCH AND MARKET A PODCAST
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HOW TO SUCCESSFULLY LAUNCH AND MARKET A PODCAST
To successfully market a podcast ask: What's the best day to release your podcast? The best day is the same day as the last day.
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today, our conversation is all going to be around podcasting, the benefits, the pitfalls and how to leverage a podcast to grow your brand, business and/or company. In the studio, I've got joining me Ginni Saraswati and she is an award-winning journalist and the founder of Ginni Media. We had a conversation, which I'm sure you're going to enjoy. You'll very quickly pick up her expertise in her many years on the air by her booming, clear and beautiful voice. Ginni is an award-winning journalist. She's known to stun many personalities with her quick-witted introductions on air tactics. She left Paula Abdul in a laughing fit and have Anna Brown choking.
Doug: She has interviewed many people including k.d. lang, Jennifer Beals, Ruby Rose, and Martina Navratilova and the list goes on. She has launched her new brand, her new podcast, The Ginni Show: Curry, Comedy, and Connection, which invites listeners to follow the hilarious journey and the life of a young Sri Lankan gay immigrant woman growing up in Australia with guest appearances from Ginni's aunties, 170 cousins and celebrities. Ginni Media is a boutique podcast production company serving the vision entrepreneurs, the celebrities and influential organizations around the world. She specializes in podcast production and content repurposing.
Doug: They provide concierge-style service to ensure your voice is literally being heard where it needs to be. I'd like to welcome Ginni to the Real Marketing Real Fast Podcast today. Hey, welcome, Ginni. I'm super, super excited to have you on the show. Looking at your bio and background, all the stuff that you've done in media, new media, and now a fellow podcaster, I guess you've been podcasting for, like you said, two, three years.
Ginni Saraswati: Yes, I launched The Ginni Show, which is as you can tell, Doug, a very narcissistic name, but it was purposely and intently called that because I was kind of ready to step into my own with podcasting. It's been a journey of two and a half years for The Ginni Show. It's unpacked and unfolded so many opportunities for me and so many I guess lessons of growth internally. I've learned so much about myself and the behaviors of other people that really bring value to living your happiest life. Podcasting for me has opened up so many things, which I'm sure we'll talk about in this podcast, but yes, two and a half years.
Tips on team building to grow your business with Jack McGuinness
Step back and ask, "What do we want this team to look like? How do we want it to operate?" The ability to listen and hear other people's perspectives, that's really, from our perspective, a pretty important skill in building and growing an organization If you just take some time for reflection in terms of getting to know each other it really can be the key that unlocks some potential that you didn't even know you had. There are some great psychometric instruments. All of them have their benefits. If they're used with the purpose of, "how do we leverage our differences and capitalize on our similarities and commit to some specific behaviors that are important for this team at this time in its journey," then they can be really valuable. The first is what we call the structural foundation or the structural dynamics that are really critical for building an effective leadership team. And the second bucket piggybacks on the conversation we just had, is about similarities and differences at the individual level. Be prepared to hear feedback, be curious when you hear things that are different than your perspective, and curious when you receive feedback There's no perfect situation. In those situations where the leader is the problem, it's really hard. To be very frank, it's really hard to build a really great leadership team when the leader is the problem. Without addressing relational dynamics, the ability to trust and confront each other well and hold each other accountable, then you're sort of not attacking the right problem.
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TEAM BUILDING TIPS TO GROW YOUR BUSINESS
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TEAM BUILDING TIPS TO GROW YOUR BUSINESS
Step back and ask, "What do we want this team to look like? How do we want it to operate?"
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Doug Morneau: Well, welcome back listeners to another episode of Real Marketing, Real Fast. Today we're going to take a slightly different approach, go in a different direction, but I think you'll see where we're going and why it's important to our organizations. My guest in the studio today is Jack McGuinness, and today we're going to talk about leadership. And you might be saying, "Hey, what does leadership have to do with sales and marketing?" And it has lots to do with sales and marketing, because how you effectively lead your teams, the feedback and the communications you get will have a direct result on how your marketing campaigns, your business grows, and how those tactics are actually executed in the marketplace.
So in preparing for this episode, I had a little bit of a background on Jack. He's had 25 years' experience working with leadership teams, and he's worked with organizations both big and small in multiple industries. So after serving as an airborne ranger with the U.S. Army's prestigious 10th Mountain Division, he helped build a successful boutique management consulting firm where he served as the Chief Operating Officer for 13 years. Jack also has served as a CEO of a contract packaging company where he developed a passion for unleashing the leadership capacity of teams through an organization. Back in 2009, Jack joined forced with a West Point classmate to form Relationship Impact, a consulting firm focused working with CEOs to unlock the potential of their leadership teams.
He also serves as a Senior Professional Instructor at John Hopkins Carey School of Business where he teaches courses on strategic management and human capital. He's a contributing writer to the Chief Executive Magazine, he also holds an MBA from the Hagan School of Business at Iona College, and a BS in Engineering Management from the United States Military Academy at West Point. So you can see that Jack is both well-decorated with his career in the military, and also with his leadership training and consulting work that he doe...
Tips on email list rental to generate leads and sales by Doug Morneau
The three big lies of email list rental were that email marketing was dead, that it doesn't work, and that email list rental was illegal. The good news is, email list rental is alive and well, it's a great way to leverage your business, to have massive results in a very short period of time. Investigate the potential of renting email lists to add to your media mix to grow your business
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THREE BIG LIES - THE REAL TRUTH ABOUT RENTING EMAIL LISTS TO GENERATE LEADS AND SALES
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EMAIL LIST RENTAL & EMAIL MARKETING
The three big lies of email list rental were that email marketing was dead, that it doesn't work, and that email list rental was illegal.
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Doug Morneau: Well, welcome back listeners to another episode of Real Marketing, Real Fast. Today's podcast is going to be a solo episode. I'm gonna talk about the book Three Big Lies: The Truth About Renting Email Lists to Generate Leads and Sales. So this is a book that I had published last year, became an international bestseller but what I'd like to share with you today are three main points. The back story of the book, how it came to be, a free offer and a juicy story that was not shared in the book, at the suggestion of my editor.
Doug Morneau: So my entrepreneurial life began about 33 years ago, and as my business grew and gained some notoriety and success, we had some business challenges you might say, which I'll share a little further along. The comment I kept getting from people over and over again, hey, you have to write a book, you have to write a book, you have to write a book. I got so tired of people saying that I had to write a book. I mean, my wife was telling me that but I heard it from people in the business community, I heard it from friends and I thought nobody really wants to read a book that I'm gonna write, I'm not a writer. But they weren't talking about a business book, they were talking about a biography. For some reason, people found my life story and the challenges that we've had an overcome to be interesting but I just ignored it for years and years and then finally decided okay, maybe I'll write a book.
Doug Morneau: I began doing some research and talking to some people about what it would take to write a biography and at one point when I was sharing a brief bit of my story, I had one particular company say, "I think you should skip the book and we should just go right to produce a movie." That convinced me that maybe the people that were around me and the people that cared for me that was telling me to write a biography might actually be on to something. I did what any good entrepreneur would do, I went online to do some research on how to write a book.
Doug Morneau: Through my research, I came across a company in Los Angeles called Best Selling Publisher or BSP, and it's run by a gentleman by the name of Rob Kosberg. I'd done a lot of research and I thought hey, Rob looks like a pretty sharp guy so I bought the course. He had a course that was a "how to", it was about $800 and I went through the course and I thought Rob is a really smart guy, there are all the resources here how to do this. But quite honestly, I just didn't wanna do it. So I wanted to move on to the next step, and that was could I have Rob's company do all the work and pay him for a "done for you" service? I had received an invitation to go to Los Angeles and I knew full well in advance that I was likely to hire them for their done for service.
Doug Morneau: This was May of 2017. I sat through the seminar and the training and I went up and I spoke to them and I said "hey, this is what I'm thinking and wanna write a biography" and I was very shocked by their response. Their suggestion was don't write a biography, that people who write and publish books generally don't mak...
Tips on how to optimize your website and boost sales by Jon MacDonald
We help brands to convert more of their existing website traffic into customers. I think it's important to think about how you can bring the consumer into the process of understanding where the challenges are and why they're not converting and what they're thinking. I think that's where we see most brands have challenges right at the outset is, that they're not even involving the consumer in their decision-making process. We can come up with hypotheses all day long around what the challenges are, and how we think those could be resolved and why they exist. But in the end, what you really want to do is test it. One of the things we always say brands should start with is, just doing annotations and analytics. So, really it varies based on each individual site and that's why collecting data is so important, that it's specific to your site visitors. Also why best practices have become less and less effective. I'd say a little bit of optimization before you drive traffic goes a long way. You'd be surprised by the number of times we go into a client and we say, "Okay, we're going to find user testers, we need to know who your ideal customer is." And they can't give us a clear persona.
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HOW TO OPTIMIZE YOUR WEBSITE AND BOOST SALES
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HOW TO OPTIMIZE YOUR WEBSITE AND BOOST SALES
I think it's important to think about how you can bring the consumer into the process of understanding where the challenges are and why they're not converting and what they're thinking.
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today we're going to talk about something that we haven't discussed before in the podcast, or not least in depth, and that is optimization. The fact is that 98% of the website visitors to your site and my site won't buy from you today. So, our guest is going to do a deep dive and explain to you what the opportunities are to change those numbers around in your favor.
I had a great conversation with Jon leading up to this interview. What I want you to think about is, we're going to talk about top of the sales funnel. When you think about people coming to your website, we're talking about the first chance they have to be exposed to your business online. If you can increase those numbers, even if it's a few percent here and there, just think of what impact that would have as people walk through your sales funnel, sign up for your newsletter, sign up for your lead magnets, and work through that process. It's going to have a significant increase in the bottom line for you.
So a more formal introduction to Jon. Jon MacDonald is the founder and the president of a company called The Good, TheGood.com. It is a conversion rate optimization firm, that helps brands convert more of their existing website traffic into buyers. If you want to learn how to get more people who hit your website to buy from you, then I would say stay tuned.
The Good has unlocked the results for some amazing, large online companies and brands such as Nike, Adobe, Xerox, The Economist, and more. All you need to do is visit their website, and it's really the who's who of online retailers. Jon regularly contributed content and optimization conversion to publications like Entrepreneur Magazine, because he knows how to get visitors to take action.
As the president, Jon has helped to lead The Good to become one of Oregon's top fastest 20 growing companies, and the team had The Good have made a practice of advising brands on how to see their eCommerce sales double or more. In recent years, they have worked with The Good, they have seen an average increase in revenues of over 100%.
In addition to all the good things that Jon does to help you and I as entrepreneurs,
Tips on how to make things happen by Steve Sims
And most people I know, they dream too small I am a 100% referral business. So every client that comes to me comes from somebody else introducing them People don't ask for what they want Money is always the second, third, and fourth chapter of a conversation The Distillery is very important for me because I'm really excited about people's growth. Too many people think you have to plan for perfection. And perfection does not exist I've failed so many times in my life. I'll probably fail on something tomorrow. But I fail up
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HOW TO MAKE THINGS HAPPEN
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HOW TO MAKE THINGS HAPPEN
Too many people think you have to plan for perfection. And perfection does not exist
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Doug Morneau: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today is not only going to be real fast it's going to be really fun because the guest today that I've got specially lined up for you has been called the man with the coolest job in the world in a recent publication that was put out by Forbes Magazine.
So Steve Sims will be joining us in the studio here shortly. And I got to know Steve through his assistant who had sent me an email saying, "Hey, I think," Sam Miller sent me an email saying, "Hey, I think you'd like to hear from my boss. He's a pretty smart guy. He's doing some really cool stuff with his company."
And so I started to dig in to look at his background and it's a pretty amazing story. So I think if you're open to it Steve's going to kind of maybe help you shift your thinking and think a little bit bigger and ask for bigger things and just see what's possible.
So Steve is the founder of a company called Bluefish and Bluefish is one of the top personal concierge services in the world. He's also an expert marketer within the luxury industry. Steve's been quoted in a variety of publications and TV including the Wall Street Journal, Forbes, the London Sunday Times, the South China Morning Posts, and many more.
He's also the best seller of a book called Bluefishing: (It's) The Art of Making Things Happen. So he's a sought after speaker and consultant. And he speaks to a variety of networks and groups and associations, as well as the Pentagon and Harvard twice.
So he will set up whatever experience you're looking for through his company Bluefish. So if you wanted to sing with your favorite rock start or if you wanted to be serenaded with Andrea Bocelli or walked on the red carpet with an A-list of Oscar parties, get married in the Vatican, dive to the wreck of the Titanic. These are just a few examples and highlights of what Steve has been asked to provide for his clients. So he seems to make the impossible possible. And he's quoted as being the real-life Wizard of Oz by Forbes and Entrepreneur magazine.
So as an entrepreneur in the truest sense of the word, Steve is well-regarded within the luxury world for his innovation, down to earth personality, which will come through as we move into our interview. He's known for his honesty, integrity, and doing things his way. So Steve creates experiences for clients that they could never imagine possible. So we're going to have him share how we can take this knowledge and we can roll it out into our businesses to do things for our clients and grow a business that we never imagined possible.
So with that being said, I'd like to introduce to you and welcome Steve Sims to the Real Marketing Real Fast podcast today. So I'm super excited to have you on the show. Welcome to the Real Marketing Real Fast podcast. How are you doing today?
Steve Sims: I'm going good, thanks. Thanks for having me.
Doug Morneau: So looking at your background and looking at your social media and all the media attention you've got, you're a pretty amazing guy.
Tips on how to grow your business with referral marketing by Steve Gordon
If you get most of your business from referral marketing, do you have a system or a process or a method for making that happen? The real leverage in word of mouth is working back up the buying process We've really taken this whole JV thing to an extreme. If all you're doing is turning and burning, trying to make the quick sale, you're probably going to have a lot of trouble. The real value then [for podcasters], if it's not in the listenership then its in the relationships that you can build. But the other thing that's really useful with a podcast is it allows people to get to know you and your brand and your company because they hear your voice and what we've seen is that it is a tremendous conversion tool. I get texts all the time from clients after they do their first interview and they go, "Oh my God. That was the most amazing thing ever. I never could have gotten that guy on the phone. It was so cool." One of the secrets we discovered was that if we make that first step of the referral a really easy, no-risk step, it now becomes a benefit for the person who's referring. For some businesses, ads are going to be a great thing. But this can compliment and augment that, but in a lot of businesses, we find that these relationships really drive the bulk of the business and this now gives you a systematic way to go after them. We call it the "virtuous referral cycle" because we'll have an influencer who will share some of our information. So maybe it's a short book that I wrote or sometimes it's as simple as an article that they'll send out to people or maybe it's a webinar.
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HOW TO GROW YOUR BUSINESS WITH REFERRAL MARKETING
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HOW TO GROW YOUR BUSINESS WITH REFERRAL MARKETING
If you get most of your business from referral marketing, do you have a system or a process or a method for making that happen?
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HOW TO GROW YOUR BUSINESS WITH REFERRAL MARKETING If you get most of your #business from #referral #marketing, do you have a system or a process or a method for making that happen? #Podcast - http://www.dougmorneau.com/podcasts/111
https://ctt.ac/04LHe
Doug: Well, welcome back to another episode of Real Marketing Real Fast. Let me start by sharing a statistic with you. That 65% of new business is driven by word of mouth advertising. Now, this was an article that was published, I think, in the New York Times, but to give you the numbers, not 65%, even if it's 60% or 64%, obviously that's a large percentage of business. And my guest today is Steve Gordon and Steve's going to talk about building a referral engine. Something that you can set up, create, and that you can continually go back to that will generate ongoing referrals.
Doug: Steve's background is he's a best selling author. He's the founder of a company called the Unstoppable CEO. He also has a podcast called the Unstoppable CEO podcast and he's written over 400 articles on marketing for service businesses. So through his firm he helps service business and entrepreneurs to create and leverage marketing systems thus they can spend less time on business development and more time on what matters most. During our conversation, he will also share with you, maybe, an unusual approach to generating referrals and word of mouth and that's using a podcast to land clients and massive referrals.
Doug: When Steve was just 28 he became the CEO of an engineering and consulting firm, but he knew nothing about sales and marketing and now 12 years later after growing that firm's revenue by 10 times, Steve started his second business, a consulting business, and works in about 30 industries including manufacturing, professional services, construction, and consulting to design sales, marketing, and referral systems for high tech,
Tips on how to outsource with Jaime Jay
My superpower is helping companies stop the bottleneck within their business. I'm a big firm believer in life balance. Not work/life balance. The quality of life, including work, personal, family, and enjoying it all. I am a huge advocate of trying my darndest to enjoy every aspect of the day This [delegation] is where I say it's okay to be selfish. It's actually okay, you must be selfish. I would have had my systems and processes ironed out from day one. We highly encourage weekly meetings at a minimum.
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HOW TO OUTSOURCE AND MAKE LIFE BETTER
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HOW TO OUTSOURCE AND MAKE LIFE BETTER
To outsource better I would have had my systems and processes ironed out from day one.
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Doug: Well, welcome back listeners, to another episode of Real Marketing Real Fast. Today in the studio I've got joining me, Jaime Jay. He describes himself as a coach, dreamer, and connector. If you look at his website, and you look for Jaime a little bit online, I found a really interesting quote. It said, "There's not a court in America that would ever convict Jaime of a crime because he would probably know someone on the jury."
My experience with Jaime has been he is a connector, he is a gentleman, and he is very polite and gracious in how he helps businesses and individuals to grow. He challenges himself every day, and he's an amateur hockey player, he's a starter geek who enjoys helping his clients to rediscover themselves and ask their why.
Jaime's got lots of experience in the marketing space, in the podcasting space, and we're going to cover a lot of these topics today, but more importantly we're going to dive deep on how to leverage your time, how to consider outsourcing, hiring remote staff, to either help you start a side hustle if you're working someplace else, or if you're an entrepreneur and running your own company, how can you get some help so you can focus on what really matters in terms of driving your business, increasing your sales, and expanding your each?
I'd encourage you just to sit back, tune in, listen in, and enjoy the conversation with Jaime. With that said, welcome to the Real Marketing Real Fast podcast, Jaime. Hey Jaime, I am so excited to have you as my guest today on the Real Marketing podcast, so welcome.
Jaime Jay: Thank you so much, Doug. I can't even tell you how excited I am to chat with you today.
Doug: Well I mean, we, obviously for our listeners, what you don't know is Jaime and I are in a mastermind, so we get to hang out and do a video call once a week so I was just super excited to hear that he could get me into the schedule and he could join us and share his superpower, so I want to turn it over to you and I want you to tell our listeners, what is your superpower?
Jaime Jay: My superpower is helping companies stop the bottleneck within their business. Often times it's you, it's me, it's the business owners that are in the way of our own selves. My superpower is helping people identify that they most likely are the bottleneck in a very, very nice way, and showing them how to remove themselves somewhat and allow for someone to come in and support them so that they can scale the company or do whatever it is they want to do to achieve whatever success means to them.
Doug: I like that. I like your approach, because you do it in a nice way, so I'd have to confirm that yes, you are very polite and gentle when you talk to people, and my approach tends to be offensive and a bit more in their face, so I appreciate your gentleness and telling people that's there's a better way to tackle this problem.
Jaime Jay: Yeah, most definitely. A good friend of mine, Christopher Lochhead, he called the other day and he says, "Jaime you are the nicest guy in podcasting."
Doug: Well, there you go. Why don't you explain,
Tips on how to build community and superfans with Adam Schaeuble
To build community and connection start with your own personal story. It's not my Million Pound Mission, it's our Million Pound Mission. Circular viralocity sucked me in. And the basic idea is that you take a confusing social media situation, but you just even things out and aim everything at one piece of content. Adam's podcast and Instagram Ninja move strategy. I want it to be truly authentic. I want people to see the good, the bad and the ugly. So nurture that relationship, connect with them, and let them know that you are there to help and you really truly do want to make an impact. So it's a value-add first. Give first and then you'll build the relationship. The relationship is the asset. And you never know, it could turn into a referral. I'm not a big believer in fake it till you make it.
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HOW TO BUILD COMMUNITY AND SUPERFANS
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HOW TO BUILD COMMUNITY AND SUPERFANS
To build community and connection start with your own personal story.
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. This episode is not only going to be really marketing and really fast, but it's going to be really fun. My guest in studio, joining me today is a friend of mine and fellow podcaster. It is Adam Schaeuble. Now, I met Adam at the New Media summit that Steve Olsher put on in May of 2018, and we've continued our discussions, and I'm part of a podcasting mastermind with Adam. But Adam and I share a number of similarities. If you ask Adam when you first meet him, he says, "I'm Adam and I'm PHD," and PHD stands for Previously Heavy Dude. So he is the host of a top-ranked fitness podcast, The Million Pound Mission.
He had reached a point in his life where he was over 327 pounds and started to have all sorts of health challenges, so he decided to overhaul his life and his fitness, and ended up losing over 100 pounds. And from that, he felt inspired from what he learned and he took that learning and he wanted to share that with others because people could see what he's doing. So you may say, "Well, that's nice and that's great for Adam, but what does it have to do with a marketing podcast?"
Well, I think there's a lot of lessons to learn here in terms of how Adam grew his business and the challenges, and what he learned from Facebook and Facebook Live and live casting, and now podcasting. So I'd encourage you to tune in, listen in, and be ready to have some fun.
Doug: Hey Adam, I'm super excited to have you on the show today. Welcome to the Real Marketing Real Fast podcast today.
Adam Schaeuble: Doug, it's going to be Real Marketing Real Fast, really awesome today, brother. I'm fired up.
Doug: Well, everything with you is really awesome. You've got great energy, and it's just a blast to be able to hang out with you today.
Adam Schaeuble: Oh yeah, man, we're going to bring it. I'm a fan of you and your stuff, and you've helped me a ton. So hopefully, I can add a little bit of value to your audience as well.
Doug: We talked a little bit before we started recording in terms of what you've done and how you built your community. So do you want to share your philosophy and what approach you've taken, and why you've gone down that road?
Adam Schaeuble: Yeah. I'm a big believer in community and connection, and it all kind of starts with my own personal story. My podcast, I refer to myself as the PHD, the Previously Heavy Dude. And that's because I used to weigh 327 pounds, and I went through my own transformation journey, and I lost over 100 pounds, which I formed a business out of that. I started a local boot camp here, I started a brick and mortar gym in my hometown because people started asking me about, "Well, what are you doing? Can you help me do what you've done? You look amazing."
Tips for writing copy that converts by Joel Klettke
Customer driven copy, what does that mean, exactly? It's amazing how saying the same thing but slightly different clicks a whole different set of switches in somebody's brain. You can never trust one data source on its own. You have to look at multiple sources to get the real story. Both of those clients just saw great results because they were open-minded and open to being wrong. Too many businesses are defensive, they're scared. I used to get a ton of pushback about doing the research, doing the homework. People said, "Just write the thing." One of the things that you cannot be a great conversion copywriter and have a huge ego But copy remains I think for way too many businesses an afterthought Case studies are one of those things that everybody needs, most people know they need. But I truly believe if we're going to exist as a company five years from now, we have to be a video first company.
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TIPS FOR WRITING COPY THAT CONVERTS
[just click to tweet]
TIPS FOR WRITING COPY THAT CONVERTS
Joel Klettke on writing copy that converts into sales
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Doug: Well, welcome back listeners, another episode of Real Marketing Real Fast. Today, I am pleased to have joining me in the studio, another fellow Canadian Joel Klettke. Now, Joel is an interesting guy. He is a copywriter, but if you read his bio on his Twitter account, it says "pray for your competitors, after you hire me they'll need it." So, he is a conversion specialist, and a copywriter, and a consultant to B2B businesses. He is the founder of Casual Copywriting.
One of the articles I read on Joel prior to inviting him and having him on my show was a case study that he did for a company named HubSpot, so I'm sure you've all heard of HubSpot. The case study was how a customer driven copy helped HubSpot increase their conversion by nearly 100%. So if you want to know how Joel helped HubSpot increase their conversion and how they can help you and increase the conversion of your landing pages and sales pages and all the online marketing tactics that you use, I would suggest that you tune in.
If you stay at the very end, we're going to have a discussion about something new that Joel's doing that I think is really cool, that you may find interesting as well. He started a new venture called Case Study Buddy and what he does is he works with businesses and he manages the entire process of building out case studies for you to use both internally and externally for your marketing.
So, with that said, I'd like you to join me in welcoming Joel to the Real Marketing Real Fast Podcast today. Hey, Joel, I'm super excited to talk to you today, for a couple reasons. First of all, I love copy and copywriting. But more importantly, I like copy that converts. I couldn't help but notice your introduction that you have in your Twitter account. It says, "Pray for your competitors after you hire me." So, it should be a great conversation and as well as what you're doing with case studies.
I had a guest on a while ago saying, "Hey, If can give you a tip to get your business fired up, you should make sure to do case studies early." So, here we are talking to you. So, welcome to the Real Marketing Podcast.
Joel Klettke: Yeah, thank you so much for having me here.
Doug: So, why don't you give us a little bit of background? You've got a number of skills, but obviously, one of the biggest skills is moving the sales dollar for people. So, why don't you tell us how that works?
Joel Klettke: Yeah, certainly. I'm a conversion copywriter in my own consulting firm. As you mentioned, I spun off case study a few years ago. Where I come at it from and what I'm really passionate about bringing to businesses and evangelizing and getting people to see the value in, is customer driven copy and how you can essential...
Tips on how to use the 80/20 rule to grow your business
There isn't anything that would have more pay off than thoroughly wrapping your head around the 80/20 principle to grow your business. With the 80/20 Rule there isn't really anything you can do about it. You can only work with it. I completely reoriented all of my sales thinking around the 80/20 principle, and that's my book 80/20 sales and marketing. The first thing to understand is that sales and marketing is not a convincing people process. Sales and marketing is a disqualification process. The Five Power Disqualifiers If you start to look at customers, the first thing we're going to do is we're going to figure out who we're not going to sell to, it greatly simplifies your entire life. Everything you do in sales and marketing is racking the shotgun. You really can outsmart a lot of sales situations, but you have to play by a different set of rules than everybody else is playing by. Get really, really good at one form of traffic AND one form of conversion
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USE THE 80/20 RULE TO GROW YOUR BUSINESS
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USE THE 80/20 RULE TO GROW YOUR BUSINESS
There isn't anything that would have more pay off than thoroughly wrapping your head around the 80/20 principle to grow your business.
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Doug: Well, welcome back listeners to another episode of Real marketing Real Fast. Today I've got joining me in studio, Perry Marshall. Now, Perry's author of 80/20 sales and marketing. So today's episode is about the 80/20 rule. And I'm sure you've all heard of this before, but he's given us some very practical things to consider when we're looking at how we're spending our time and our money or a company's time and money in sales and marketing. In addition to that, Perry's going to share a little bit about Google AdWords at the end, so make sure you stay tuned to the end.
Doug: I think you'd be a little bit surprised and maybe shocked as I was when I heard his commentary and his comments and suggestions about the current status of Google and Google AdWords. So without further ado, I'd like to welcome Perry Marshall to The Real Marketing Real Fast Podcast. Well, welcome to The Meal marketing Real Fast podcast. I'm super excited to talk to you to Perry. So welcome to the show.
Perry Marshall: It's great to be here. Thanks for having me. It's an honor, we're gonna have a good time today. We got a lot of crazy stories to tell.
Doug: Well, I hope so. Looking at your background and the people who recommended you bring me back to old memories of Dan Kennedy's cassette tapes and big binder so I've got some gray hair for some of our listeners who know what cassette tape is so why don't you share with our audience just a bit of your superpower, your experience and how you've come to this expert status where you've got these top gurus around the world saying “you're the guy”
Perry Marshall: Well, you mentioned Dan Kennedy and when I was about 28 years old, I was a bitterly struggling sales rep with a year and a half old baby at home and a wife and spiraling credit card debt, and a sales career that was crashing and burning. In fact, I got demoted a few weeks later, and then I get fired a little while after that, but this one afternoon, I wandered into a Coliseum in Peoria, Illinois. It was rodeo of all these sales and marketing people like Zig Zig lar and, those kinds of people. And the last person the day was Dan Kennedy. And rather than giving some kind of rah rah speech, what Dan said was cold calling is the worst form of grunt work devised by man and you shouldn't be doing it and you should be attracting people to you instead of chasing them around and it was “wow”.
I actually found somebody who is admitting the ugly truth about what all this is really like. And he managed to levitate about 300 bucks out of my wallet which is a minor mira...