Episode #87 - Mastering Keyword Research Beyond the Basics

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. Whether you're new to marketing or looking to sharpen your skills, you've come to the right place for real-world tactics that drive results. In today's episode, Chris covers advanced keyword research strategies that go beyond the basics, including uncovering competitor keyword gaps and optimizing for voice search. You won't want to miss these powerful techniques!. Hey there, marketers! Welcome to another episode of Practical, Actionable Marketing. I'm Chris Spanier, and today we're diving deep into keyword research strategies that go way beyond the basic Google Keyword Planner approach. This may sound familiar. You've done the standard keyword research, but your content still isn't ranking the way you want it to. You're missing something, and today, we're going to give you some pointers to find out what that is. We're going to look at three advanced keyword research strategies that have transformed companies' SEO results, plus some bonus techniques you can implement immediately. Let's dive in! First up, let's talk about uncovering search intent patterns. I've found that the most successful content doesn't just target keywords—it addresses the underlying questions people are asking. Tools like Answer The Public from Neil Patel can help you discover dozens of specific questions people are asking about that aren't always showing up in traditional keyword research. Try this: Take your primary keyword and run it through "Answer The Public". Then organize the questions by intent—are people looking to buy something? Learn something? Solve a problem? This simple categorization can be transformational in how you structure your content. Another strategy is finding competitor keyword gaps. Here's a practical approach to doing this. Identify your top three competitors, and use a tool like Semrush or Ahrefs to run a content gap analysis. Look specifically for keywords that all three competitors rank for, but you don't. Those are immediate opportunities where your audience is already looking for solutions and gives you ideas on what to target. And that's what is so powerful about this approach - it shows you blind spots in your strategy. I know of a company who discovered that, while they were focused on product-related terms, their competitors were ranking for how-to content that was bringing in twice the traffic. Guess what they started shifting some of their content strategy towards? Third, look to build topical authority through keyword clustering. Instead of creating one-off content pieces, group related keywords into clusters around a central topic. This signals to search engines that you are a comprehensive resource. Here's a way to approach it. Export all your keywords into a spreadsheet, then use a tool like Keyword Tool dot io to group semantically related terms. For each cluster, create a pillar page in your site that links to supporting content. This interlinking structure can dramatically boost your authority signals. Now let me offer a bonus technique. Local SEO keyword research requires a different approach. Use Google's "People also ask" section with location modifiers to find hyper-local questions. A coffee shop might discover that people are specifically searching for dog-friendly coffee shops in their neighborhood. And that's an angle they'd completely missed but realized they could absolutely promote to. Now, onto some homework. I'd like you to take 30 minutes today or tomorrow to create a content brief based purely on keyword data. Choose one keyword cluster from your research, identify the search intent, list the questions people are asking, and outline the specific points your content needs to address. Then use this brief as a roadmap to create some truly targeted content and see what it does to your traffic and engagement. That's it for today! I'm Chris Spanier, and I'll see you next time on Practical, Actionable Marketing.

Episode #86 - Marketing During Economic Uncertainty

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. Whether you're new to marketing or looking to sharpen your skills, you've come to the right place for real-world tactics that drive results. In today's episode, Chris covers smart ways to adapt your marketing during economic uncertainty without sacrificing growth.. Hi there, marketers! Welcome to another episode of Practical, Actionable Marketing. I'm Chris Spanier, and today we're tackling something that keeps many of us up at night – how to market effectively during economic uncertainty. When budgets get tight and customers become more cautious with their spending, your marketing approach needs adjustment. But here's the thing – the businesses that maintain smart marketing during downturns often come out stronger on the other side. Let me show you how to be one of them. First, let's talk about budget optimization. I've seen too many businesses make the mistake of slashing marketing budgets across the board when times get tough. Instead, this is your opportunity to get surgical with your spending. You can do this by looking at your analytics and identifying which channels are delivering the best ROI right now. For most businesses I work with, this often means shifting more resources to your highest-converting digital channels. Email marketing to your existing customer base typically delivers a lot value during uncertain times – these people already know and trust you. Meanwhile, you might want to scale back on awareness campaigns that take longer to convert. A practical tip here: Plan for weekly performance reviews rather than monthly ones. Economic conditions can shift quickly, and you want to be able to pivot your spend just as fast. Second, your messaging may need some recalibration. During uncertainty, customers are more value-conscious, but that doesn't mean you should just slash prices. I've found that reframing your value proposition to emphasize stability, reliability, and smart investment resonates strongly without necessarily lowering your pricing. Think about how your product or service helps customers weather the storm. Does it help them save money in the long run? Does it reduce risk? Does it provide stability? These are all benefits to emphasize during tougher economic times. I know of a B2B software company who shifted their messaging from "Grow your business with our platform" to "Maintain critical operations while reducing overhead costs." The response was immediate and positive because it addressed the current concerns of their audience. Third, don't go radio silent. I've watched too many brands disappear during downturns, only to find they've lost significant market share when the economy improves. Maintaining presence doesn't require huge budgets – but it does require consistency and creativity. You might consider content marketing that addresses your customers' current challenges. An educational webinar series launched during the last downturn actually became one company's biggest lead generator because they focused on helping businesses navigate specific economic challenges. I'll even offer two bonus insights I've seen work particularly well during uncertain times: Segment your audience even more carefully than usual. Some industries and customer segments will be hit harder than others during economic uncertainty. If you can identify the segments that remain relatively stable, you can focus your efforts where they'll have the greatest impact. I've seen companies discover entirely new market opportunities during downturns through thoughtful segmentation. And don't underestimate the power of community building during tough times. When budgets are tight, fostering connection among your customers can create tremendous loyalty. Simple steps like creating discussion forums, hosting virtual roundtables, or facilitating peer-to-peer learning can help to strengthen your customer relationships without major investment. Now, it's time to put this into practice with a quick homework assignment. I want you to take maybe 30 minutes to audit your current marketing messages across all channels. Identify any that might come across as tone-deaf during economic uncertainty. Then rewrite your top three customer-facing messages to reflect the value your offering provides specifically during challenging times. That's it for today! Remember, economic uncertainty doesn't mean marketing paralysis – it means marketing adaptation. I'll see you next time for another episode of Practical, Actionable Marketing!

Episode #85 - Advanced Prospecting Research Tools

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. Whether you're new to marketing or looking to sharpen your skills, you've come to the right place for real-world tactics that drive results. In today's episode, Chris covers advanced prospect research tools and techniques that will transform how you identify and engage high-value potential customers.. Hey there, marketers! Welcome to another episode of Practical, Actionable Marketing. I'm Chris Spanier, and today I'm going to show you how to level up your prospect research game. You know the feeling. You've got targets to hit, but you're spending hours manually digging for prospect information, ending up with incomplete data and wasting time on leads that aren't a good fit. I've been there too. But I've discovered some game-changing research techniques that have saved me countless hours and dramatically improved conversion rates. Today, I'll share my advanced prospect research toolkit, show you how to build comprehensive prospect profiles, and give you a workflow that ties it all together. Let's jump in. First, let's talk about the tools that should be in your research stack. I use a three-tiered approach depending on the prospect's value and where they are in the funnel. For high-value targets, I start with tools like Nimbler, Apollo, and Snovio, which give me contact details and company information. If you're on a budget, keep in mind that a lot of these tools offer free accounts that will let you research up to 50 records each month. For mid-funnel prospects, LinkedIn Sales Navigator is my go-to. But here's a trick most people miss - don't just look at the prospect's profile. The real gold is in their activity. What are they commenting on? What articles are they sharing? This can give you incredible insight into their current priorities and challenges without having to guess. There are also tools that will let you enhance the search data to make it even more useful. For early-stage prospecting at scale, I use Data Xcel. What I love is how it lets me search for companies in an incredible number of ways and access an impressive amount of data per prospect company. Mind you, it's not always up-to-date, but when you're trying to figure out which companies you might want to target, this is a great way to discover them. Second, let's talk about building comprehensive prospect profiles. The mistake I see marketers make is focusing only on firmographic data like company size and industry. Instead, I create what you might call a "360-degree view" that includes things like: Technographic data - what tools they're already using. Intent signals - topics they're actively researching. Engagement history - past interactions with your content, if applicable. Social insights - professional interests and network connections. When you combine these data points, patterns emerge that help you understand not just who the prospect is, but where they are in their buyer's journey. Third, let's talk about search techniques to uncover these high-value prospects. Boolean search is your secret weapon here. Instead of basic keyword searches, I use advanced operators. For example, on LinkedIn I might search: "marketing director" AND (automation OR personalization) NOT agency. This immediately filters out the noise and brings the most relevant prospects to the top. Now for an additional insight that's often overlooked: timing is everything in prospect research. You can set up Google Alerts for trigger events like funding announcements, leadership changes, and new product launches. These moments create windows of opportunity when companies are most receptive to new solutions. For your homework this week, I want you to audit your existing prospect research workflow. Time yourself on how long it takes to research 10 prospects using your current method. Then implement just one of the techniques I shared today and time yourself again. I can pretty much guarantee you'll cut your research time in half while uncovering higher quality insights. Remember, the goal isn't just to gather data – it's to uncover actionable insights that drive personalized, timely outreach. Do this right, and you'll stand out in a sea of generic sales messages. Okay - that's do it for today! I'll see you next time!

Episode #84 - Marketing for Professional Services Firms

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. Whether you're new to marketing or looking to sharpen your skills, you've found your home for real-world tactics that drive results. In today's episode, Chris reveals how professional services firms can build marketing that generates leads without feeling salesy or compromising professional integrity.. Hey there, marketers! Welcome to another episode of Practical, Actionable Marketing. I'm Chris Spanier, and today I'm addressing a challenge I hear constantly from lawyers, consultants, and other service professionals: "How do I market my expertise without coming across as pushy or unprofessional?" In the next few minutes, I'll share some approaches that have worked for professional services marketing, how to build a sustainable lead pipeline, and a simple homework assignment you can tackle immediately after this episode. Let's be honest – marketing professional services is fundamentally different from marketing products. I learned this the hard way when I tried to apply traditional marketing tactics to my consulting practice when I first started and watched them fail spectacularly. The problem? Professional services are built on trust, expertise, and relationships – not features and benefits. So let's talk about thought leadership content. This isn't just another buzzword. When done right, it's arguably the most powerful tool in your professional services marketing arsenal. The key is creating content that solves actual problems your prospects are facing right now. There was a law firm that was struggling to generate leads until they analyzed their client intake calls. In doing this exercise, they discovered specific questions that potential clients asked repeatedly. So instead of writing generic legal articles, they started to create detailed guides answering these exact questions. You can probably guess the results. The approach is simple: Identify the top 5-7 questions prospects ask before they hire you. Then create deep, helpful content around each question. And don't hold back – the more valuable information you share, the more you demonstrate your expertise. Remember, you're not giving away the solution, you're proving you understand the problem. Next, let's explore relationship marketing. In professional services, your network is your net worth. But building valuable relationships takes more than collecting business cards or sending connection requests. A very effective strategy here is what I call "connection multipliers" – structured opportunities that deepen several relationships simultaneously. Think intimate roundtable discussions, expert panels, or small workshops where you bring together existing clients and prospects around a common challenge. I'm a big believer in roundtables, and if approached properly, they can be wonderful sources of both ideas and potentially business or at least referrals. But you have to approach them in the right way with an "everyone benefits" mindset. When I take part in one of these sessions, I don't look around the room and size up who is a potential customer. Instead, I offer my help and insights freely. It's like I said earlier - it's an opportunity to help others while also getting to share a little of what you can do. Moving on to lead nurturing – the area where I see most professional services firms drop the ball. Unlike retail purchases, professional service decisions might take months or even years. Your marketing needs to reflect this extended timeline. Create a simple nurture system built around a value-first email sequence. Start with a high-value resource in exchange for an email address. Then deliver useful content consistently – not just promotional messages. Try a cadence of one value email to every soft pitch and see how that works for you. Here's a bonus insight about referral programs: Most professional firms know referrals are gold, but few have systemized the process. Don't just hope for referrals – actively design moments that trigger them. After successful project completions, schedule a specific "success review" meeting where asking for referrals is part of the agenda. Now for your homework: As soon as you can, I want you to pull up your calendar and block 30 minutes to identify the top three questions your prospects ask before hiring you. Then create an outline for a comprehensive guide answering just one of these questions. Don't worry about perfect writing – focus on being genuinely helpful. This will become the foundation for your thought leadership strategy. (And you can save the other two questions for future content.) That'll do it for this

Episode #83 - Behavioral Economics in Marketing Strategy

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're tired of guesswork and ready for strategies backed by science, you're in the right place. In today's episode, Chris dives into the fascinating world of behavioral economics and reveals how understanding the quirks of human psychology can transform your marketing effectiveness.. Hey there, marketers! Welcome to another episode of Practical, Actionable Marketing. I'm Chris Spanier, and today we're going to spend a little time addressing the age-old question of why people aren't responding to our perfectly logical marketing arguments. We'll look at some powerful behavioral economics principles that you can apply to your marketing, explain how to restructure your offers to align with how humans actually make decisions, and give you a simple homework assignment to implement. The reality is, humans aren't the rational decision-makers we think we are. I used to craft marketing messages focused entirely on logical benefits and features, wondering why conversion rates stayed flat. But if you spend some time learning about behavioral economics – the study of how people actually make decisions – you might find yourself making some different decisions about how you market. Let's start by talking about loss aversion. People feel the pain of losing something roughly twice as strongly as they feel the pleasure of gaining something equivalent. This is why phrases like "Don't miss out" often outperform "Gain this benefit." Instead of just highlighting what customers will gain, reframe your messaging to emphasize what they'll lose by not taking action. Consider changing your email subject line from "Get 20% extra storage" to "Don't lose 20% of your available storage," and see what that does to your open rates. I'd also advice looking at your current calls-to-action. Wherever you've written about gains, create a version that frames the same benefit as avoiding a loss. Test these against each other, and you'll likely find the loss-framed version performs better. Next up, the paradox of choice. While we think giving customers more options is helpful, too many choices can actually paralyze decision-making and reduce conversions. There was once a software company who offered nine different subscription tiers. When they reduced these to three clearly differentiated options, conversion rates increased dramatically. The reason? They eliminated the mental fatigue that comes with comparing too many options. Here's how to apply this in your own marketing. If you're offering multiple product options or service packages, try creating a "featured" or "most popular" option that stands out visually. This gives overwhelmed customers a decision shortcut. For maximum effect, I'd recommend making the middle-priced option your most profitable one. Finally, let's touch on anchoring. The first number people see creates a "reference point" that influences how they perceive all subsequent numbers. Use this when presenting pricing. By showing a premium option first, even if few people choose it, the mid-tier option suddenly feels like a bargain by comparison. To implement anchoring, try rearranging your pricing display to show the most expensive option first. Or mention the original higher price before showing the discounted price, making the deal seem more valuable. Let me offer an additional insight - social proof isn't just about displaying testimonials. It's most effective when it shows people similar to your target customer taking the desired action. I've found that specificity dramatically increases effectiveness. "87% of marketing managers increased their ROI within 30 days" is much more powerful than "Customers love our product." OK. Let's get to some homework so you can put these ideas into practice. I want you to pick one marketing message you're currently using – an email, landing page, or ad – and create a version that incorporates loss aversion. Take the primary benefit you're promoting and reframe it to emphasize what the customer will miss out on if they don't act. Run this as an A B test against your original message for one week. This single change often will produce the biggest quick win in behavioral economics marketing, and you can implement it in the next 15 minutes. And that will do it for today's episode. I'll see you next time!

Episode #82 - Dark Social: Tracking Word-of-Mouth Marketing

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, Chris uncovers the mystery of dark social and shows you how to track and leverage those valuable word-of-mouth conversations happening in private channels.. Hey there, marketers! Welcome to another episode of Practical, Actionable Marketing. I'm Chris Spanier, and today I'm tackling a frustrating problem I've faced myself: "Why does my analytics say I have all this 'direct traffic' when I know people really aren't typing my full URLs." Over the next few minutes, I'll reveal what dark social really is, share three practical techniques to track this invisible traffic, and how to encourage more measurable sharing behaviors - plus a quick homework assignment you can implement today. First, let me clarify what we mean by dark social. It's not as mysterious as it sounds. Dark social simply refers to when people share your content through private channels - WhatsApp messages, Slack, direct messages on social platforms, or even plain old email. When someone clicks a link in these private shares, it typically shows up as direct traffic in your analytics, leaving you clueless about its true source. I realized the scale of this when I found that over 60% of my traffic was coming from these unattributed sources. The problem is real - and it's likely skewing your understanding of what content actually resonates with your audience. First technique: Implement custom UTM parameters for your own sharing. Whenever you share your content in email newsletters, social media DMs, or messaging apps, add UTM parameters to those links. These typically look like utm_source equals newsletter or utm_medium equals email. This doesn't solve the problem of others sharing your content, but it ensures you're not contributing to your own dark social problem. This simple step alone may show that the "mysterious direct traffic" you're seeing might actually be coming from your own sharing activities. Second technique: Create dedicated sharing links with built-in tracking. Instead of hoping people will use your social sharing buttons (which most don't), create unique, shortened URLs specifically for private sharing. For example, you can create simple links like yourdomain.com slash share slash article-name that redirect to the full URL with tracking parameters already embedded. Then prominently place text like "Use this link to share via messaging." near your content. This helps direct traffic and lets you get a better sense of what's going on. Third technique: Set up specific landing pages for commonly shared content. For your most valuable content, create dedicated landing pages that aren't accessible from your main navigation. These pages are designed specifically to be shared, meaning anyone who lands there most likely arrived through a recommendation. I know someone who tried this with a comprehensive resource guide, creating a "secret" landing page version. By tracking visits to this page, they could measure word-of-mouth sharing with remarkable accuracy, revealing that private sharing was driving 3 times more traffic than all their social media efforts combined! Now for a bonus insight. Create content that's specifically designed to elicit sharing behavior. Things like tools, templates, or scorecards that naturally prompt people to share with colleagues. By comparing downloads to trackable shares, you can estimate your dark social "multiplier" or how many invisible shares typically happen for each trackable one. Let's wrap up with some homework. I want you to go to your analytics dashboard and look at your direct traffic sources. Find the top five URLs that get significant direct traffic but aren't easily memorable. Long blog post URLs are perfect for this, and are dark social candidates. Next, create custom shortened links for these five URLs - with UTM parameters built in - and start using these versions whenever you share this content yourself. This simple step will start separating genuine direct traffic from dark social sharing, giving you a clearer picture of what's really happening with your content. Okay. That'll do it for today's episode of Practical, Actionable Marketing. I'll see you next time!

Episode #81 - Triple Your Email Engagement with Smart Segmentation

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, Chris walks us through how you can dramatically improve your email marketing results through simple but powerful segmentation techniques.. Hey there, marketers! Welcome to another episode of Practical, Actionable Marketing. I'm Chris Spanier, and today I'm tackling a problem I hear about constantly: "Why is no one opening my emails anymore?" In the next few minutes, I'll share three smart segmentation approaches that will help revitalize your email marketing and potentially triple your engagement rates - plus a quick homework assignment you can implement right after this episode. Let's start with a hard truth: sending the exact same email to your entire mailing list is like shouting in a crowded room - most people will tune you out. I used to make this mistake too, wondering why my open rates were stuck at 15%. Then I discovered the power of segmentation. First approach: Segment by engagement level. This is the easiest place to start. Look at your email list and divide it into three simple groups: highly engaged (opened or clicked in the last 30 days), somewhat engaged (opened in the last 90 days), and inactive (no opens for over 90 days). For highly engaged subscribers, you can send more frequent content - these folks actually want to hear from you. For the somewhat engaged, focus on your most valuable content only. And for inactives? Create a specific re-engagement campaign instead of continuing to send them regular emails that they're clearly not interested in. Implementing an approach like this can cause your engagement to jump significantly and potentially fairly quickly. And it's not because we're creating more content; rather, you're delivering the right content to the right people. Second approach: Segment by interest areas. Pay attention to what links people are clicking in your emails. If someone consistently clicks on content about social media but never on your email marketing tips, well, that's valuable information to have. Create a simple tracking system - you don't need fancy tools for this. Just can add URL parameters to your links and review which topics generate the most clicks. Then, tag subscribers based on these interest patterns. Once you've identified these interest groups, you can craft more targeted content. Someone who's always looking at your social media content might love a deep dive into Instagram strategy, while your email marketing enthusiasts would prefer tactics to improve deliverability. Third approach: Segment by customer journey stage. New subscribers need different information than long-time customers. Look at where people are in their journey with you... New subscribers need foundational content and quick wins Established subscribers want more advanced techniques People who become customers may need implementation help and ways to maximize their investment And former customers might need reasons to come back Adjust your messaging for each group. For new subscribers, focus on establishing your credibility and delivering immediate value. For long-time subscribers, you can skip the basics and dive straight into advanced strategies. Here's a bonus insight: Combine these approaches for even more powerful results. An engaged, new subscriber interested in social media needs very different content than a somewhat engaged, long-time customer focused on email marketing. Now for some homework: I want you to open your email marketing platform right now - yes, immediately after this episode - and create your first segment based on engagement. Identify subscribers who have opened an email in the last 30 days, and tag them as "highly engaged." Then, for your next email, create a special version just for them that acknowledges their engagement and offers something extra. This small step will take you maybe 10 minutes but should immediately improve your relationship with your most valuable subscribers. Thanks for tuning it. I'll see you next time!

Episode #80 - Social Media Engagement

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, Chris will share several tips to help small businesses and individuals better engage with their audience.. Hey there, marketers! Welcome to another episode of Practical, Actionable Marketing. I'm Chris, and today we're tackling a challenge I hear about constantly - turning your social media from a one-way broadcast into actual conversations that build real relationships with your audience. You're posting regularly, but it feels like you're talking into the void. The likes are there, but the meaningful engagement isn't. Today, I'll show you three techniques to change that, plus a bonus tip that most marketers overlook. Let's start with what I call "the question cascade." Instead of just asking generic questions like "What do you think?", create a series of increasingly specific questions. Start broad - "What's your biggest marketing challenge?" Then narrow down based on responses - "How are you currently handling customer retention?" Finally, get super specific - "Which email sequence is working best for your welcome flow?" This creates natural conversation threads that keep people engaged. Second technique: I call this one "content mirroring." Look at the comments and messages you're already getting, even the basic ones. Use their exact words and phrases in your next posts. When someone says they're "struggling to keep up with all the platform changes," make that the topic of your next post. Your audience will instantly connect because you're literally speaking their language. Third, implement what I call "engagement windows." Instead of posting and walking away, block out 15-minute windows right after you post to actively participate. Don't just reply - ask follow-ups, tag relevant people, and connect commenters with each other. I've seen engagement triple simply by being present in these crucial first minutes. Here's a bonus tip that's often missed: Create "response templates" for your most common comment types. Don't automate - that can feel fake - but to help you respond more quickly and consistently during those engagement windows. Keep them conversational and customize each time, but have the basic framework ready. Let me share something that transformed my own social media engagement. I started treating comments like conversation starters, not endpoints. When someone shares a win, instead of just saying "congratulations," I try to ask them what specific step made the biggest difference. When they mention a challenge, I ask what solutions they've tried so far. This approach does two things: it shows others that real conversations happen in your comments, and it gives you incredible insight into your audience's journey. It also helps you as the platform's algorithm sees the continuing engagement which helps increase your reach. Another game-changer is what I call "super-connecting." While you're engaging with comments, actively look for opportunities to connect your audience members with each other. When someone mentions struggling with email sequences, and you remember another follower recently solved that same challenge, tag them and make the introduction. This transforms your comments section from a series of one-on-one conversations into a genuine community space. Your homework this week is super specific: Pick your three most recent posts. Write down the exact words and phrases your audience used in the comments. Create your next post using those exact phrases. Then, block out those 15-minute engagement windows right after posting. Do this for just three posts and watch what happens to your engagement. See you next time!!

Episode #79 - Content Marketing Essentials

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover a guide to content marketing essentials, including strategies for attracting and retaining an audience.. Hey there, marketers! Welcome to another episode of Practical, Actionable Marketing. I'm Chris, and today we're tackling a challenge I see marketers struggle with constantly: creating content that actually drives results, and doesn't just fill space in your marketing materials. You know what I mean. Those blog posts that get zero engagement, those social media updates that disappear into the void. Today, I'm sharing three practical strategies that will help your content actually accomplish something for your business. My first suggestion: Stop trying to create content for "everyone." I see too many businesses writing generic posts trying to appeal to their entire industry. Instead, pick one specific segment of your audience and solve their specific problems. For example, instead of writing about "Marketing Tips for Businesses," narrow it down to something like "Marketing Strategies for Local Coffee Shops with a Limited Budget." The more specific you get, the more your ideal audience will feel like you're speaking directly to them. And you can vary that over time so you can speak to that broader audience, but in a more meaningful way. The second idea: Create content that builds on itself. Too often, marketers will jump from topic to topic, never building any real momentum. Instead, think of your content like building blocks. If you write about email marketing this week, your next piece could dive deeper into a specific aspect of email marketing. This approach not only helps you establish true expertise but also keeps people coming back for the next installment. Finally, and this is crucial, try to have every piece of content have a clear next step. I see so many great articles that end with... nothing. No suggestion for what to read next, no clear path forward. We should think of our content like a trail of breadcrumbs leading people toward working with you. Each piece should naturally guide them to either another relevant piece of content or a specific action you'd like them to take. And don't feel like that next step always has to be "contact us" or "buy now." Sometimes the best next step is simply helping people understand what they should learn about next. I've found that being genuinely helpful in guiding someone's learning journey often leads to better long-term results than always pushing for an immediate conversion. You're building trust and positioning yourself as a genuine expert, not just another company pushing for a quick sale. Now let me share something that really impacted how I think about content. Open up your analytics and look at your most popular content from the past year. Chances are, it's not your newest stuff - it's probably older content that's had time to gain traction. This is why you need to regularly update and improve your existing content instead of always chasing the next new topic. Those older pieces already have authority and traffic - make them work harder for you. That's why you'll often see sites that have an "Updated for the current year" call-out. A related powerful technique I've seen work well? Take your best-performing piece of content and break it down into smaller, more focused pieces. For instance, if you have a popular guide about social media marketing, create individual deep-dives into each social platform. This lets you really explore each topic thoroughly while building a network of interlinked content that keeps people engaged with you longer. Now for some homework: Pull up your content analytics and find your three most-viewed pieces from the past year. Ask yourself: What specific problem does each one solve? Who exactly is it helping? And most importantly - what's the next logical piece of content those readers would want? As you answer those questions, let that guide you to what you should create next. I'll see you next time!

Episode #78 - Creating Irresistible Calls-to-Action

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, Chris will give you tips and insights to help you craft effective calls-to-action that better engage with your audience.. Hey there, marketers! Welcome to another episode of Practical, Actionable Marketing. I'm Chris, and today we're tackling something that drives me a little crazy on far too many websites and emails: boring, ineffective calls-to-action. You know the ones I'm talking about – those "Learn More" buttons that blend into the background like wallpaper. I've seen countless companies leaving money on the table with CTAs that just don't do their job. And today, we'll look at some ways to fix that. Let's break this down into three practical steps you can implement this week. First up: location, location, location. I've seen companies bury their main CTA at the bottom of their webpage or email, making people scroll endlessly to take action. The key is making your CTA easily discoverable - whether that's above the fold or using a tasteful floating button that follows users down the page. Second game-changer: specificity in your button copy. Stop using "Submit" or "Click Here" – they're the marketing equivalent of elevator music. Instead, tell people exactly what they'll get. I've seen e-commerce sites transform their results by simply changing generic "Learn More" buttons to specific ones like "See Price and Delivery Date." Why? Because it answers the exact questions their customers have. Third – and this is the secret sauce – match your CTA to your funnel stage. Think of it like dating: you wouldn't propose marriage on the first date, right? Same goes for your CTAs. Top of funnel? Offer something free and valuable – "Get Your Free SEO Checklist." Middle of funnel? Show them proof – "Watch Customer Stories." Bottom of funnel? Now you can ask for the sale – "Start Your Free Trial." Let me share a quick test you can run right now to evaluate your CTAs. Pull up your website or a recent marketing email. Now, read just your CTA buttons in order, ignoring all other content. Do they tell a coherent story? Do they clearly communicate value at each step? I did this recently with a software company's email I received and here's what I read: "Learn More," "Download Now," "Submit," "Click Here." That sequence tells me nothing about what I'll actually get or why I should care. Let's look at a better approach. Imagine reading these CTAs in sequence: "Get the 2025 SEO Guide," "See How Company X Doubled Their Traffic," "Book Your Strategy Call." See the difference? Each one tells you exactly what you'll get and builds naturally to the next step. And here's something else to consider – your CTA isn't just about the button text. The content immediately around it matters just as much. I often see great button copy undermined by weak surrounding content. You want the paragraph right before your CTA to tee up the action you're asking people to take. Think of it as building anticipation for the click. Before we wrap up, let me share one other mistake to avoid: There's a common belief that red buttons always create more urgency. But here's the thing – if your brand colors are blue and green, that red button might feel completely out of place. I've seen companies have great success with buttons that stand out while still feeling on-brand. The key is contrast with your site design, not following arbitrary color rules. Now, some homework. Pull up your website right after this episode and find your three most important CTAs. Now ask yourself: Would a stranger know exactly what happens when they click that button, and if they do, will they want that specific action? If the answer is "no", then rewrite it to be crystal clear about what they'll get and make sure it'll be of value to them. Then watch what happens next.

Episode #77 - Making the Most of Google Analytics Data

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover extracting actionable insights from Google Analytics to optimize your marketing approach.. Hey there, marketers! Welcome to another episode of Practical, Actionable Marketing. I'm Chris and today we're diving into something I see trip up even experienced marketers: making sense of your Google Analytics data (also known as GA4). You know, I had a client tell me recently, "We get 10,000 visitors a month!" They were proud of that number, but when I asked what those visitors were doing on their site... silence. That's exactly what we're tackling today. Moving beyond surface-level metrics to data that actually drives decisions. Let's start with three reports that actually matter. First up: the User acquisition report. Find this under Reports, Life cycle, Acquisition. This shows you not just where your traffic comes from, but which sources bring in users who actually engage with your site. I know someone who discovered that, while social media drove tons of traffic, their email campaigns brought visitors who spent 3 times longer on the site and were twice as likely to convert. So you can guess where their budget dollars started to flow towards. A second key report is found under Reports, Engagement, Events. Here, you'll see what actions people actually take on your site. And don't just look at the total numbers – use the comparison feature to see which user segments perform specific actions more often. One of my clients found that mobile users rarely downloaded their whitepapers. This led to a complete redesign of their mobile download experience. Third – and this can be a fun one – check out User journey. Go to Explore, Template Gallery, User explorer. This lets you see the actual sequence of pages and actions individual users take. It's like being a fly on the wall watching someone navigate your site. I've seen entire menu structures get reworked based on the patterns found here. Now, let's talk about what NOT to waste time on. Average engagement time? It can be pretty meaningless without context. Or raw page views? They make great vanity metrics but don't tell you anything about the quality of your visitors. Even the number of users can be misleading – would you rather have 1,000 visitors who never come back, or 100 who become loyal customers? So, here's some homework: Log into GA4 right after this episode. Go to Reports. Engagement. Pages and screens. But don't just look at the raw numbers you see there. Click on the "Add comparison" button and then compare how your pages perform across different devices for all your users. Be sure to select "Device category" as your dimension. Are mobile users seeing different pages than desktop users? Are they engaging with your content differently? I suspect you'll find at least one insight that will help you better optimize your site for all visitors.

Episode #76 - The Art of Storytelling in Building Brand Loyalty

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the topic of effective storytelling as a means to create connections with customers, turning them into brand advocates through compelling narratives.. I love a good story. It's what first drew me into marketing, and it keeps me here to this day. So I thought that, for this episode, we'd explore effective storytelling and how it can forge powerful connections with customers and maybe even transform them into brand advocates. Storytelling has always been at the heart of human communication. From ancient tales told around campfires to the latest Hollywood blockbusters, stories have a unique ability to captivate and engage our imagination. In the world of marketing and branding, storytelling is an invaluable tool to create emotional connections with our customers. Stories have the power to touch us on a deep, emotional level. They help us relate to others, understand different perspectives, and empathize with the experiences of others. When we hear a story that aligns with our own values and aspirations, it resonates with us, creating an emotional bond. By leveraging the power of storytelling, brands can tap into these emotional connections and build a loyal tribe of brand advocates. These advocates are not only satisfied customers but can also be enthusiastic supporters who willingly spread the word about your brand and its values. They become your strongest allies, helping to expand your reach and influence. Crafting a compelling brand story starts with understanding your audience. Who are they? What are their values and aspirations? What challenges do they face? By deeply understanding their needs and desires, you can tailor your narrative to resonate with them on a personal level. When creating your brand story, it's also important to focus on the values that your customers share. What do you stand for as a brand? How does your product or service align with their aspirations? By highlighting these values and aspirations, you can create a story that resonates and speaks directly to your audience. Authenticity is also key. Today's consumers are savvy and can quickly sense when a story is inauthentic or forced. So, it's crucial to be genuine and transparent in your storytelling. Share the real experiences and emotions that drive your brand's mission and purpose. But crafting a compelling narrative is only half the battle. How you deliver your story is just as important. Today, there are numerous channels and platforms available to share your brand story. From social media to podcasts, blog posts to videos, the possibilities are endless. Choose the channels that resonate most with your audience and make sure your story is consistent across all platforms. Also, remember that storytelling is an ongoing process. As your brand evolves and grows, so should your narrative. Continuously listen to your customers, gather feedback, and refine your story based on their experiences. This feedback loop will not only strengthen your brand but also deepen the connections with your audience. Stories can be incredibly powerful. And in marketing, they can be one of the most potent tools to reach people in a meaningful way.

Episode #75 - Sonic Branding - The Sound of Success

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the impact of sonic branding and strategies for developing an effective sonic brand identity.. Have you ever wondered why certain sounds or jingles instantly make you think of a specific brand or company? Well, that's the power of sonic branding at work! Sonic branding refers to the use of audio cues, such as songs and sound logos, to create a lasting impact on brand recognition and emotional connection. It's all about using sound to reinforce a brand identity and make it memorable to consumers. Think of the Intel jingle or the McDonald's "I'm Lovin' It" tune – they've become synonymous with their respective brands. So, how exactly does sonic branding enhance brand recognition and emotional connection? Well, in a noisy and cluttered marketplace, brands are constantly vying for attention. Visual cues alone may not always cut through the noise. However, when you add an audio element to the mix, it can create a strong association between the sound and the brand. This association becomes like an anchor, making it easier for consumers to recognize and remember a brand amidst the literal noise. Moreover, audio cues have a way of eliciting strong emotional responses. Have you ever had a jingle stuck in your head or felt a surge of nostalgia when hearing a familiar tune? That's the power of sonic branding triggering emotions. Whether it's excitement, joy, or even nostalgia, a well-crafted sound logo or jingle can evoke powerful emotions, making the brand more relatable and memorable. To this day, the first few notes of a favorite old sitcom can still bring back fond memories of my family relaxing around the TV when I was a kid. But how do you develop an effective sonic brand identity? There are a few key strategies to keep in mind. First and foremost, consistency is key. Your brand's sound should be the same across all platforms and touchpoints. Whether it's in TV commercials, radio spots, or even in-store experiences, the sonic identity should create a seamless and unified brand experience. Another important aspect is aligning the sound with your brand's personality and values. Just as visual branding should be a reflection of your brand's identity, audio branding should do the same. Think about your target audience and the emotions you want to evoke. Is your brand playful, sophisticated, or adventurous? The sound should align with these characteristics, creating a cohesive brand image. Additionally, if sonic branding is going to be a part of your strategy, it is essential to test and adapt your sonic branding over time. Consumer preferences and trends change, so it's important to stay relevant. Research and gather feedback to ensure your sound still resonates with your audience (think about how many Coke or McDonald's jingles you can come up with). Of course, traditional platforms like TV, radio, and even cinema are still viable and relevant channels to deploy sonic branding as they continue to reach massive audiences and offer ample opportunity to create sonic brand associations. However, with the rise of digital platforms, sonic branding has found new avenues to reach people. For instance, think about the sounds associated with your favorite apps or mobile games. Have you noticed how a simple notification sound can elicit excitement or anticipation? These audio cues have become integral in establishing a brand identity within the digital realm. From social media videos to podcasts, sonic branding has transitioned seamlessly into the digital age. Sonic branding isn't necessary for every company, but for those who use it and use it well, it can be a powerful tool to enhance brand recognition and emotional connection.

Episode #74 - Mastering Retargeting Campaigns

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. In today's episode, we'll cover effective retargeting strategies, including segmenting audiences, creating compelling ads, measuring success, and maximizing brand visibility to drive purchases.. Today, I thought it might be interesting to dive into the world of retargeting campaigns. You know, those ads that seem to follow you around the internet after you visit a website? I know they can be annoying, but, when done right, retargeting ads can be a powerful tool to keep your brand top-of-mind and boost your sales. So let's start by discussing how to create effective retargeting campaigns. The first step is to segment your audiences. This means dividing your website visitors into different groups based on their behavior. For example, you might have one group of people who added items to their cart but didn't complete the purchase, and another group of people who visited your website but didn't take any action. By segmenting your audiences, you can tailor your retargeting ads to each group's specific needs and interests. Once you have your audiences segmented, it's time to craft compelling ads. Remember, you're trying to re-engage people who've already shown an interest in your brand, so your ads should be enticing enough to make them come back and complete their purchase. One effective strategy is to offer a special discount or promotion to bring those potential customers back to your site. You can also highlight any unique selling points or features of your products to remind them why they were interested in the first place. Of course, you need to measure the success of your retargeting efforts. One of the most important metrics to track is conversion rate. This measures the percentage of people who saw your retargeting ad and then completed a purchase. By monitoring your conversion rate, you can gauge the effectiveness of your ads and make any necessary adjustments to improve your results. Another metric to keep an eye on is click-through rates. This measures the number of people who clicked on your retargeting ad compared to the number of people who saw it. A high click-through rate indicates that your ad is engaging and grabbing people's attention. On the other hand, a low click-through rate may mean that you need to make some changes to your ad to make it more appealing to your target audience. Tracking the number of impressions your retargeting ads receive is also important. Impressions represent the number of times your ad is shown to people. But keep in mind that a high number of impressions doesn't necessarily mean your campaign is successful. You also need to consider the conversion rate and click-through rate to get the full picture. Now that we've covered some of the basics, let's discuss some best practices to keep in mind. First, frequency capping is a good way to avoid crossing over into annoyance territory. This means limiting the number of times a person sees your retargeting ad. Setting a frequency cap can help ensure that your ads are seen enough times to make an impact without becoming overbearing. Next, consider the timing of your retargeting ads. It's important to strike the right balance between being prompt and giving your potential customers enough time to make a decision. For example, if someone added an item to their cart but didn't complete the purchase, you might want to retarget them within a day or two to remind them of the item. However, if they still haven't made a purchase after a week or so, you might want to consider a different approach or give them some space to make up their minds. Finally, don't forget to test and optimize your retargeting campaigns. Every audience is unique, and what works for one group may not work for another. By testing different strategies, ad formats, and messaging, you can identify what resonates best with your target audience and optimize your campaigns accordingly. With the right approach, retargeting can be a powerful tool to keep your brand top-of-mind and ultimately help to boost your sales.

Episode #73 - Increase Engagement Thru Email Segmentation

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover advanced email list segmentation tactics to increase open rates and engagement by personalizing messages based on behavior and purchase history.. Today, we dive into some advanced tactics that can really help you boost your open rates and engagement when it comes to your email list. To start, having a solid email list is a crucial part of any marketing strategy. But what a lot of people don't realize is that simply having a large list isn't enough. In order to really make an impact with your email marketing, you need to focus on segmenting your list and tailoring your messaging to different groups within your audience. That's where these advanced tactics come in. Let's start by talking about behavioral triggers. This is a technique that involves using specific actions or behaviors of your subscribers as triggers for different email campaigns. For example, let's say you have an e-commerce store and someone abandons their shopping cart without completing the purchase. Instead of sending them a generic reminder email, why not set up a behavioral trigger that sends them a personalized email offering a special discount or incentive to come back and complete the purchase? Imagine a customer who's browsed your website's winter coat collection three times in the past week but hasn't made a purchase. You could trigger an email saying 'We noticed you've been exploring our winter collection. Here's a style guide comparing our top sellers, including warmth ratings and customer reviews.' This shows you're paying attention to their interests and offering genuine help with their decision. By targeting these specific behaviors, you're showing your subscribers that you understand their needs and that you're willing to go the extra mile to meet them. Next, let's look at purchase history segmentation, which is exactly what it sounds like – dividing your email list based on the purchases your subscribers have made in the past. This tactic allows you to target your messaging to people who have already purchased from you, providing them with relevant product recommendations, exclusive discounts, or even asking for feedback on their recent purchase. On the other hand, you can also create separate campaigns for those who haven't made a purchase yet, with a focus on converting them into customers. By tailoring your emails based on your subscribers' purchase history, you're able to provide them with a more personalized experience and increase the chances of making repeat sales. I love the example of a running shoe company. Six months after a customer makes a purchase, they send a friendly note asking how their shoes are treating them. Since most runners replace their shoes every 6 to 8 months to maintain good support, this email is well-positioned to pick up that next sale. They even offer a discount to encourage the sale. Another effective tactic is demographic segmentation, or grouping subscribers based on certain demographic characteristics such as age, location, gender, or even income level. By segmenting your list this way, you can create targeted campaigns that speak directly to the specific needs and preferences of each group. For example, if you have a clothing brand and you know that a particular segment of your audience consists mainly of young adults, you could send them emails promoting your latest trendy outfits. On the other hand, if you have another segment that is predominantly older individuals, you might send them emails highlighting your classic and timeless pieces. A variation on this is to segment by level of engagement. You can categorize subscribers into groups such as highly engaged, moderately engaged, or not engaged at all. This segmentation allows you to send targeted campaigns to each group, with the goal of re-engaging those who have become less active or incentivizing your most engaged subscribers to become even more involved. By implementing strategies like these, you provide a more personalized and targeted experience for your subscribers, which should lead to increased open rates, higher engagement, and, ultimately, more sales.

Episode #72 - Integrating Offline Marketing Tactics in a Digital World

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, Chris explores how to combine offline marketing tactics with digital strategy to reach a broader audience.. I believe that marketing shouldn't be just one thing or one channel; you should, whenever possible, have elements of real world and digital working together. So today, we're going to explore how you can blend direct mail, community events, and digital marketing for a more comprehensive approach. Let's begin with direct mail. Despite living in a digital age, direct mail still holds its own and can be a powerful tool to engage with your audience. By sending physical mail, you can connect with people in a tangible way that digital marketing sometimes lacks. And when you integrate direct mail into your digital strategy, you create a multi-channel experience that gives you more options to grab attention and to reinforce your message. But what are some ways to make direct mail work in harmony with your digital tactics? One option is to include a personalized URL or a QR code on your direct mail pieces. This allows recipients to easily visit a landing page or website tailored specifically to them or at least to your message. It not only drives traffic to your digital platform but also provides valuable data for tracking and measuring campaign success. Another way to leverage direct mail is by using it to promote your online community events. Hosting or participating in events is a fantastic way to engage with your target audience on a personal level. But how do you bridge the gap between offline events and your digital presence? One way is to consider sending out physical invitations via direct mail. You can include event details and a call-to-action for attendees to RSVP online or share the event on social media. This way, you're using offline marketing to drive online engagement. Now, let's shift our focus to community events. These events can be a goldmine for connecting with a local audience and building brand awareness. However, traditional offline marketing can only go so far. By incorporating digital strategies, you can maximize the impact of your community events. One obvious way to do this is by creating an online registration system for your events. This not only makes it easier for attendees to sign up but also provides you with valuable data for future marketing efforts. You can capture email addresses and other demographic information, allowing you to personalize your follow-up communications and tailor your digital marketing campaigns. Another digital strategy to leverage with community events is social media. Create a dedicated event page or hashtag to promote your event and encourage attendees to share their experiences online. This generates buzz, expands your reach, and gives you an opportunity to engage with attendees before, during, and after the event. Plus, user-generated content from attendees can act as social proof and attract even more people to future events. A few years ago, a new restaurant chain came into a city and sent friendly "spokespeople" into the downtown area to give away little trinkets with their logo and a QR code printed on them. Plus, they were all wearing t-shirts with the menus printed on the back. They also took a lot of selfies and posted them on social channels, being sure to tag the chain on social. It was a fun, interactive way to drive awareness and traffic both online and in person. This may go without saying, but when blending offline and online marketing, it's important to have a well-designed and user-friendly website that captures the essence of your brand. Make sure the site reflects your offline marketing efforts and provides a seamless experience for visitors. One way to integrate your offline marketing tactics with your website is by creating landing pages for specific campaigns or promotions. For example, if you're running a direct mail campaign, you can create a landing page that matches the design and messaging of your physical mail piece. This ensures consistency and allows you to track the effectiveness of your offline efforts. And don't forget about the power of email marketing. As you gather email addresses through direct mail or event registrations, you should nurture those leads through targeted email campaigns. Send personalized emails showcasing upcoming events, exclusive discounts, or valuable content related to your offline marketing efforts. This keeps your brand top of mind and encourages further engagement. I've found it's not hard to blend traditional offline marketing tactics with a digital strategy. But it does take some thought to create a cohesive and engaging experience for your audience. By leveraging direct mail, community events, and digital tools like landing pages and email marketing, you can reach a wider audience and make a lasting impression.

Episode #71 - Leveraging User-Generated Content

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover how to authentically engage your audience through user-generated content like social media content and customer reviews.. Marketers sometimes have a "I have to do it all myself" mentality, but some of the most powerful marketing copy I've used has actually come from my customers. So I thought that for this episode, we might talk about user-generated content, or UGC, and how you can use it to boost your brand.

Episode #70 - Video Marketing

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover tips on creating engaging videos for marketing, including scriptwriting, production, and promotion, highlighting the power of video in marketing strategies.. Lights, camera, action!

Episode #69 - Neuromarketing - Inside the Consumer's Brain

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, Chris will cover the fascinating world of neuromarketing where brain science and marketing are combined to enhance advertising and product designs.. So what's on your mind? Or maybe more importantly, what's on the mind of your customers and prospects? To help answer that question, I wanted to talk about the captivating world of neuromarketing. It's a fascinating field where brain science and marketing collide and work together to create impactful strategies and designs. So what is neuromarketing? Well, in a nutshell, it is the study of how our brain reacts to marketing techniques. It uses various tools and technologies to measure brain activity and gain insights into consumers' subconscious responses to different marketing stimuli. By understanding the way our brains process and interpret information, marketers can create campaigns and design products that better resonate with their target audience. One of the key areas of focus in neuromarketing is investigating emotional responses. Research has shown that emotions play a big role in decision-making and can influence our purchasing behavior. By tapping into our emotions, marketers can establish a deeper connection with consumers, ultimately leading to more successful campaigns. Ok, that sounds great. But how exactly does neuromarketing help marketers understand the brain's response to marketing stimuli? Well, our brains have various regions and networks that play different roles in processing information. These regions are responsible for functions such as attention, memory, emotions, and decision-making. By monitoring brain activity using techniques like functional Magnetic Resonance Imaging or Electroencephalography, researchers can gain valuable insights into which areas are activated in response to specific marketing stimuli. For example, studies have shown that certain areas of the brain associated with reward and pleasure light up when we come across appealing advertisements. This information is really valuable for marketers as it tells us which elements or features of an ad are enticing to consumers. Armed with this knowledge, we can optimize our advertising strategies to elicit the desired response from our target audience. And, of course, I need to touch on in the power of storytelling. Humans are wired for stories. They captivate our attention, evoke emotions, and allow us to relate to the characters and situations presented. Neuromarketing studies have shown that storytelling activates multiple areas of the brain, making it an effective tool for marketers to engage and connect with consumers. By crafting narratives that align with a brand's values and that resonates with a target audience, marketers can create powerful experiences that leave a lasting impact. Compelling stories have the ability to shape our preferences and influence our decision-making process. But neuromarketing isn't just about understanding the brain's response to marketing stimuli; it also offers insights into consumer behavior and preferences. Researchers use techniques like eye-tracking to observe where people focus their attention when viewing advertisements or products. This information helps marketers design ads and packaging that effectively grab consumers' attention and convey the desired message. Additionally, studies have shown that consumers' decisions can often be driven by subconscious factors. Our brains are constantly processing information at a subconscious level, and these processes heavily influence our preferences and purchasing decisions. Neuromarketing allows researchers to delve into this subconscious realm and uncover the hidden drivers of consumer behavior. So by understanding these underlying motivations, marketers can tailor their strategies to align with consumers' subconscious desires. So let's recap. The insights gained from neuromarketing research can be applied in several ways to enhance marketing effectiveness. First, these insights can help us craft compelling advertisements that capture attention, trigger emotions, and create a memorable experience for consumers. Second, neuromarketing can aid in product design and development by analyzing responses to different product features, leading to increased product appeal and higher consumer satisfaction. Finally, neuromarketing can provide valuable feedback on the effectiveness of marketing campaigns. It's amazing how understanding our own biology and natural responses can help us do a better job of connecting with each other and to tell a more compelling story.

Episode #68 - Empathy-Driven Marketing: Understanding Your Customer

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, Chris will cover how empathy can revolutionize your marketing by understanding and solving the audience's needs and challenges, gathering insights, and creating compassionate messages.. Today, we're going to get in touch with our feelings, or more specifically, our customers' feelings. Empathy has the power to transform your marketing strategy as it's all about understanding and addressing the needs and challenges of your audience in a genuine and heartfelt way. So why is empathy such a powerful tool in the world of marketing? Well, when you have a deep understanding of your audience's emotions... their struggles and desires, you can create marketing messages that truly resonate. It's about putting yourself in their shoes and feeling what they feel. But the first part is figuring out how to gather these valuable insights. One tried-and-true technique is to conduct surveys and questionnaires. These can help you obtain direct feedback from your customers and gain a better understanding of their needs and preferences. Ask questions about their pain points, what they value most in a product, or even how they would like to be approached in your marketing efforts. Another way to gather insights in today's world is through social listening. This involves monitoring social media platforms, forums, and online communities to understand what people are saying about your brand and your industry. By listening in to their conversations, you can learn more about their experiences, the challenges they face, and the solutions they are seeking. It's a little like eavesdropping on your target audience's thoughts! Another classic but still useful approach is to conduct interviews or focus groups to get more in-depth insights. These methods allow you to have direct conversations with your audience and dig deeper into their motivations. By actively listening to what they have to say, you can gain invaluable knowledge to inform your marketing strategy. Okay. So you've asked, listened, and engaged. How do you use all this to create more relevant and compassionate marketing messages? Well, it's actually not that hard. Start by aligning your messaging with your audience's pain points and desires. Instead of just talking about your product features, focus on how your product can solve their problems or make their lives better. This is where empathy comes into play; you are connecting with your audience on a deeper level that a simple "buy my product" message can ever accomplish. Let's say you're selling a new skincare product. Instead of bombarding your audience with technical details about the ingredients and manufacturing process, instead, empathize with their skin concerns and highlight how your product can address their specific issues. Show them that you understand their struggles and that your product is the solution they've been searching for. Remember, empathic marketing is not just about understanding your audience's needs. It's also about actively responding to those needs. Once you've identified their pain points, tailor your messages to provide the solutions they are looking for. Use language that resonates with them, and communicate how your product or service can make their lives easier, better, or more enjoyable. An effective way that I have found to demonstrate empathy is through storytelling. Share experiences and testimonials that showcase how your product or service has positively impacted the lives of others. This really can help your audience envision themselves experiencing the same benefits and can create an emotional connection with your brand. By genuinely seeking to understand and address your audience's needs and challenges, you can create more relevant and compassionate marketing messages that truly resonate. Used for good, marketing empathy can be your secret weapon!

Episode #67 - Sustainability and Social Responsibility in Marketing

Practical, Actionable Marketing

Episode #66 - Using Customer Feedback to Shape Marketing Strategies

Practical, Actionable Marketing

Episode #65 - The Power of Nostalgia in Branding

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover how brands utilize nostalgia to create emotional connections with consumers and drive engagement.. I'll admit it. I'm a sucker for nostalgia. Play me an old song or show me a photo of a toy I had as a kid and I find myself smiling and transported back in time. Nostalgia can evoke powerful emotions and smart brands who are aware of this can leverage those feelings to connect with consumers and ultimately boost engagement and loyalty. As it does with me, nostalgia can tap into our fond memories of the past and transport us back in time to create a sense of connection and familiarity. This can be particularly effective when it comes to building relationships with consumers who have shared experiences. So let's look at some masterful examples of ways brands have found to use nostalgia to connect - and reconnect -with consumers. Think about Coca-Cola's "Share a Coke" campaign. In it, Coke replaced their iconic logo on their bottles with popular names, allowing consumers to search for their own name or the names of loved ones. By personalizing their product, Coca-Cola managed to create a sense of connection that resonated deeply with consumers. People were excited to find bottles with their names on them, and it became a social experience, with friends and family members searching for and sharing their personalized bottles. This clever campaign not only drove sales, but it also sparked conversations and ignited positive emotions. Another example was Adidas and their "Originals" line. They recognized the enduring appeal of their classic designs and decided to reintroduce them to a new generation of consumers. By capitalizing on the nostalgia for their iconic sneakers, Adidas triggered a sense of longing for the past and an appreciation for authenticity. The campaign featured celebrities and influencers sporting the retro-inspired shoes, thereby adding a touch of modernity to the nostalgic sentiment. This strategy paid off tremendously, as it not only attracted loyal Adidas fans but also captured the attention of younger audiences who were now craving a taste of the past. Now, let's discuss a brand that took nostalgia to new heights - Nintendo. The gaming giant's release of the NES Classic Edition was a masterstroke in leveraging nostalgia to drive engagement and loyalty. By bringing back the much-loved gaming console from the 80s, Nintendo tapped into the emotions of gamers who had grown up with their products. The console came pre-loaded with a selection of classic games, allowing fans to relive their cherished childhood memories. The limited availability of the NES Classic Edition also created a sense of urgency and frenzy among consumers, further adding to the nostalgic appeal. With this campaign, Nintendo not only generated massive hype and sales but also solidified their position as a brand that understands and appreciates its loyal fan base. So now that we've gotten a little nostalgic ourselves looking back at these campaigns, the question to ask is how we might use nostalgia in our own marketing, especially if we aren't a decades-old brand. But that's the beauty of this. Nostalgia doesn't need to come from our own product or service; rather, it can be a shared experience. Consider Apple's '"Think Different" campaign that invoked images of great figures throughout history. They stood by our side as we reflected on the impact these people had on the world around them. Albert Einstein never used a Mac, but their implied message was that he probably would have if he could. Nostalgia has the unique ability to transport us to a time when things felt simpler and more familiar. By invoking these warm, positive emotions, our brands can tap into a powerful tool to drive engagement and loyalty. Whether it's through personalization, reviving classic designs, relaunching beloved products, or showcasing shared cultural experiences, nostalgia remains a powerful tool in our marketing arsenal. So, the next time you find yourself reminiscing about the past, take a moment to appreciate how brands are skillfully tapping into that sentiment to create a deeper connection. And then consider if there's a way to leverage that in your own marketing.

Episode #64 - Content Repurposing - Maximizing Your Marketing Assets

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the benefits of repurposing content for increased reach and longevity in your marketing efforts.. So, recycling has been a thing for a long time now, and the idea of recycling is one that can apply just as easily in marketing. So today, we're going to talk about ways to get more out of your marketing efforts by delving into the world of repurposing content and explore some strategies that can help you expand the reach and lifespan of your existing content. Let's start with why you would even consider repurposing your content. Well, think about all the time and effort you put into creating that blog post or recording that podcast episode in the first place. Treating it like a one-time thing is just wrong. By repurposing your content, you can give it new life and ultimately reach a wider audience. Shows like Gilligan's Island and Star Trek never really got popular until they were in syndication and folks caught the re-runs. The same can be true for your marketing efforts. So how can you repurpose your content effectively? Let's start with the format. One simple strategy is to take your written content and turn it into other formats such as videos, infographics, or even eBooks. For example, you can create a video using the key points from your blog post or turn your blog post into a visually appealing infographic that you can share on social media. By doing this, you're reaching people who might prefer different formats and who might have missed your amazing content in its original form. Another way to repurpose your content is by adapting it to different channels. Let's say you've got a fantastic blog post that's generating a lot of buzz. Why not take some of the key points and turn them into a series of social media posts? Doing this is actually a double bonus. You're not only reaching your blog readers but also engaging with your social media followers. Another thing I've done is to take long-form recordings - videos or podcasts - and using them to create snippets or teasers that drive traffic back to your original piece. Supposed you have a podcast episode that's filled with valuable insights. You can take short snippets or quotes from the episode and create eye-catching graphics to share on social platforms like LinkedIn or Twitter. This can pique the interest of your audience and encourage them to link back and listen to the full episode. What's more, you can also create spin-off pieces from your original content. Remember that blog post we talked about earlier? Well, why not expand on one of the key points and turn it into a separate in-depth guide. This way, you're providing even more value to your audience while establishing yourself as an expert in your field. Also, don't lose sight of when you're repurposing content, you have the opportunity to engage with your audience in new ways. Encourage them to leave comments, share their thoughts, or even ask questions. This feedback can provide valuable insights and help you further improve your content strategy. Before we wrap up, let's talk about some final considerations when it comes to repurposing content. First and foremost, make sure you're staying true to your brand and maintaining consistency across different formats and channels. Your content should still reflect your core values and messaging, even if it's presented in a different way. Secondly, don't be afraid to experiment and try out new formats or channels. Things are ever-changing and what works today might not work tomorrow. So stay open to new ideas and trends, and don't hesitate to test different strategies to see what resonates with your audience. One final thought. Consider refreshing your existing content. Say you're an expert in editing software and you do a roundup of your favorite products next month. Maybe you revisit and update it in several months. That not only gives you more content to share, but you're keeping it timely and more likely to be engaged with because it's up-to-date. I've spoken to so many people who struggle with what to do with a blank page or screen. The good news is that, as you create content, you're also creating opportunities for future content as well. You just need to get a little creative. Have fun recycling!

Episode #63 - Event Marketing Success

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover tips for successful event marketing, including planning, promoting, and engaging to create memorable marketing moments.. Today, we're diving into the exciting realm of event marketing! We'll be covering everything from the planning and promotion to how you can maximize engagement during the actual event. By the end of this episode, you'll have valuable tips to ensure that your events become a major contributor to your overall marketing success. So let's start with the planning phase where preparation is key. Begin by defining your event objectives. Are you looking to generate leads, build brand awareness, or perhaps strengthen customer relationships? By having clear objectives in mind, you'll be better equipped to tailor your marketing efforts accordingly. Next, let's think about promotion. Once you have your objectives, it's time to spread the word and generate excitement. Utilize all available channels to build anticipation and create buzz. Utilize email marketing, social media platforms, and even targeted advertising to reach your target audience. And remember to think from their perspective - emphasize the value and benefits that attendees will gain from participating in your event. Of course, there needs to be visual appeal to capture attention and draw people in. But getting people to attend is only half the battle so let's talk about engagement. When attendees feel involved and valued, they're more likely to remember your event and your brand. So make sure to offer valuable content relevant to your audience's interests and needs. And if you're doing your event online, consider incorporating interactive elements such as Q&A sessions, polls, or live chat features to enrich the experience. After your event is over, your marketing efforts shouldn't stop.. Follow up with attendees by sending them a personalized thank you email and ask for feedback and testimonials. Leverage social media to share highlights from the event and encourage attendees to share their experience too. Doing this not only extends the lifespan of your event but also helps create a sense of community among attendees. Another important aspect of post-event marketing is lead nurturing. Many attendees might have shown interest in your product or service during the event, so make sure you have a plan in place to follow up with them. Nurture these leads through targeted emails, offering additional resources or exclusive deals. By staying in touch and providing valuable information, you increase the chances of converting those leads into customers. Finally, let's not forget the power of collaboration and partnerships. Consider teaming up with other brands or industry influencers for joint events or co-marketing opportunities. This allows you to tap into each other's audience and reach new potential customers. Collaborative events can also add a fresh and unique element to your marketing strategy, making your brand stand out from the competition. I hope we've sparked some ideas and gotten you excited about your next event. It's going to be great!

Episode #62 - Collaborative Growth: Marketing Meets Sales

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the synergy between marketing and sales, and how by opening communicating and sharing goals and data, they can drive lead generation and revenue growth for their companies.. While I see myself as a marketer, I've actually been in both roles at different times in my career, serving as marketing and sales/business development. And I think it's those experiences which convinced me early on of the power of what happens when these two areas work together and how that can more effectively drive lead generation and revenue growth. I've found that one of the key factors in fostering collaboration between marketing and sales teams is effective communication. These teams need to be in constant contact, sharing information, insights, and feedback. Regular meetings, both formal and informal, can provide a platform for team members to align their efforts, discuss ongoing campaigns, and exchange market intelligence. What's more, by fostering these open lines of communication, marketing and sales can ensure that they are on the same page when it comes to targeting the right audience and delivering the right message. As marketers, we are constantly looking for ways to gauge the effectiveness of our efforts, and our sales colleagues can often provide those insights... if they know what to look for. Going beyond communication, to truly achieve seamless collaboration, marketing and sales teams need to have shared goals. After all, they are both working towards the same objective: to generate leads and drive revenue. By aligning their goals, these teams become more synchronized and can develop strategies that complement each other. A simple example is marketing focusing on generating high-quality leads, while sales concentrates on converting those leads into customers. This shared vision fuels a sense of camaraderie and encourages both teams to work together towards a common purpose. But this is also where I might offer a caution. Too often, this can turn adversarial where marketing isn't generating good enough leads, or sales isn't effective at closing. It's easy to blame the other "side" but it's when we realize that both teams are vital to our mutual success that we can get past the blame game. Something that can help with this is the use of data as both marketing and sales teams can benefit immensely from data-driven decision-making. By leveraging analytics and insights, marketing can better understand customer behavior, preferences, and buying patterns. This information can then be shared with sales teams to help them tailor their sales pitch and approach for maximum impact. Likewise, data gathered by sales teams, such as customer feedback and objections, can be invaluable for fine-tuning marketing strategies. By using data to inform their efforts, both teams can make well-informed decisions and optimize their joint efforts. Another helpful strategy is to establish a feedback loop between the two teams. This means that marketing should regularly seek input from sales on the quality and effectiveness of leads generated. By getting real-time feedback from those interacting directly with potential customers, marketing can make adjustments and improve their lead generation efforts. Similarly, sales teams should provide feedback on the quality of leads received and the relevance of marketing materials. This constant feedback loop allows for continuous improvement and ensures that both teams are constantly learning, adapting, and optimizing their strategies. Additionally, cross-team training can be highly beneficial for everyone. By providing opportunities for marketing and sales teams to learn about each other's roles, challenges, and processes, a deeper level of understanding and empathy can be fostered. A salesperson might bring a marketing colleague out for a client visit, or a marketing team might invite a sales colleague into a planning session. This cross-pollination of knowledge helps to bridge the gap between these teams and encourages a more collaborative approach to achieving common goals. A final suggestion - give both teams access to the same technology. For example, having a CRM system that both teams can use and update in real-time facilitates effective lead management and encourages collaboration, and to make data-driven decisions. Focusing on the data can help set aside emotional reactions and look at the way things really are. I've found time-and-again that building connections between sales and marketing can often mean the difference between success and failure. Yes, we both have different roles to play, but we are ultimately on the same team and we benefit when those around us are effective and doing their jobs well.

Episode #61 - The Role of AI in Personalized Marketing

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the impact of AI on marketing including personalization, chatbots, and AI-driven content recommendations. So sit back, get comfortable, and let's dive in!. Talk about AI is everywhere nowadays, and it has the potential to really shake things up in the world of personalized marketing. It's truly astounding to witness the way technology is revolutionizing how brands cater to their customers' individual needs at scale. One of the most exciting applications of AI in personalized marketing is the use of chatbots. These friendly little bots are not only capable of answering customers' questions but also offering personalized shopping experiences. And this is already happening today - you visit a website and are greeted by a chatbot that knows your preferences, your previous purchases, and even your style. It's like having a personal shopper at your fingertips, available 24 hours a day. With AI, brands can analyze vast amounts of customer data and create buyer personas that are incredibly accurate. These personas are then used to train chatbots to provide personalized recommendations based on the customer's browsing history, interests, and previous interactions with the brand. By leveraging AI, brands can offer customers a highly tailored shopping experience, even if they've never interacted with the brand before. Another remarkable way AI is transforming personalized marketing is through content recommendations. AI algorithms can sift through mountains of content and analyze user behavior to understand what kind of content will resonate with different types of users. You've probably seen this in action on streaming platforms like Netflix or music apps like Spotify. They use AI to recommend movies, TV shows, or songs based on your previous choices and preferences. This same principle can be applied to marketing. AI-powered recommendation engines can suggest products, articles, or even social media posts based on a person's browsing history, purchase behavior, and demographic information. By tailoring these recommendations to each user, brands can significantly improve customer engagement and increase the chances of conversion. But personalized marketing goes beyond just chatbots and content recommendations. AI can also optimize pricing strategies to cater to individual customers. Dynamic pricing is when prices are adjusted in real-time based on factors like supply and demand or individual customer behavior. For example, flight booking websites often use AI algorithms to optimize ticket prices based on factors like the time of day, the day of the week, and the customer's browsing history. This allows them to offer personalized prices to each customer, maximizing revenue while still providing value. Additionally, AI can assist in personalizing email marketing campaigns. Before long, the days of generic mass emails filling up our inboxes will be gone. AI can analyze customer preferences, purchases, and interaction patterns to craft targeted and personalized email campaigns. By sending relevant content and offers to each individual customer, brands can drastically improve open rates, click-through rates, and ultimately, conversions. I've been experimenting with a tool for the last several months that asked me about my consulting business, the types of companies I work with, and then it brings me candidate prospects and we work together to craft a customized message. It's far from perfect, but it illustrates the efficiencies that are already taking place and paints a picture of what is coming in the near future. Now, let's address the elephant in the room. Privacy concerns. It is essential to be transparent and ethical in the collection and use of customer data. Brands must obtain explicit consent from customers to collect data and ensure that it is used responsibly. Building trust with customers is crucial in the age of AI, and brands must prioritize data security and respect individuals' privacy. While AI is opening a number of possibilities, it is also forcing us to mature and be more thoughtful in how we operate and market. Taking this all together, I think it's fair to say that artificial intelligence is revolutionizing business in a variety of ways and that's especially true in how we market. With AI, brands can provide a highly tailored and relevant shopping experience, optimize pricing strategies, personalize email marketing campaigns, and do so much more. And we are just at the beginning of what's to come.

Episode #60 - The Role of Analytics in Crafting Your Content Strategy

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover how analytics can shape your content strategy by understanding audience preferences and optimizing your content schedule.. That's right. It's another episode about the importance of data. I'll often joke with people that marketing is half magic and half data. But it's the ability to combine the two that can really help set you apart from your competitors. So, how can analytics inform your content strategy? Well, it's a powerful tool that can help you identify what exactly resonates with your audience, letting you optimize your content for maximum impact. Trust me, you don't want to overlook the insights that analytics can provide. When it comes to understanding your audience, analytics can be your secret weapon. It allows you to gather valuable data and insights about who is engaging with your content, where they're coming from, and what they find most interesting or useful. This understanding is key to creating content that truly connects. One of the first things analytics can help you with is identifying the type of content that resonates with your audience. By analyzing data such as page views, time spent on page, and social media shares, you can get a clearer picture of what your audience is truly interested in. Are they more drawn to your how-to guides, or are they more likely to engage with your industry news and insights? Armed with this information, you can make more informed decisions about the type of content you create and focus your efforts on what really matters to your audience. But it's not just about the type of content – analytics can also help you understand what topics or themes are most engaging to your audience. By analyzing which topics generate the most engagement, whether it's through comments, likes, or shares, you can identify patterns and trends that can guide your content creation process. For example, you may find that your audience is particularly interested in articles related to sustainability or the latest technological advancements. This insight can help you prioritize these topics and ensure that your content is truly valuable and relevant to your audience. You can even watch trending keywords (things being searched for) to get ideas of the types of content you might want to publish. Now that you have a better understanding of what resonates with your audience, it's time to optimize your content calendar for maximum impact. Analytics can help you determine the best times to publish your content, as well as the most effective distribution channels. By analyzing data such as website traffic patterns and social media engagement, you can identify the days and times when your audience is most active and likely to engage. Use these insights to schedule your content strategically and ensure that it reaches your audience at the right time. Analytics can also provide insights into which channels are most effective in driving traffic and engagement. Are your blog posts getting more traction on LinkedIn or Twitter? Are your videos performing better on YouTube or Facebook? By understanding which channels are bringing in the most traffic and engagement, you can allocate your resources more effectively and optimize your content distribution for maximum impact. Apart from timing and distribution, analytics can also help you evaluate the success of your content. By tracking key metrics such as click-through rates, conversions, and bounce rates, you can measure the effectiveness of your content and make data-driven decisions to improve your strategy. If a certain piece of content is not performing well, you can dig deeper into the analytics to understand why. Maybe it's the headline that's not capturing attention. Or perhaps the content itself is not delivering on its promise. Whatever the issue, analytics can provide insights into these questions and help you make the necessary adjustments to improve your content and achieve better results. As you've heard me say often before, data and analytics are an invaluable tool for informing your content strategy. By understanding what resonates with your audience and optimizing your content for maximum impact, you can create content that truly connects and engages with your audience. So go geek out on some data and see how it can elevate your content strategy and performance.

Episode #59 - Revamping Your Customer Loyalty Program for Modern Consumers

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover innovative approaches to customer loyalty programs, such as gamification and personalized rewards, that can help increase engagement and loyalty.. So you're interested in finding out about some innovative approaches to customer loyalty programs that really hit the mark with today's consumers. Well let's dig in! In this episode, we're going to talk all about how you can revamp your customer rewards program to boost engagement and foster loyalty. Let's start with gamification. Nowadays, consumers are looking for more than just the traditional points-based system in loyalty programs. They want something fun and interactive that keeps them engaged. And that's where gamification comes in. By incorporating game-like elements into your program, such as challenges, badges, or leaderboards, you can make the whole experience much more enjoyable for your customers. This not only keeps them more engaged but also encourages them to come back for more. Your interactions go beyond the moment and there's a longer-term, more engaging relationship that unfolds. But gamification is just the start. Personalization is another key element to consider. Consumers today have so many options when it comes to loyalty programs, so it's important to make yours stand out. By personalizing rewards based on individual preferences or purchase history, you can make your customers feel truly special and appreciated. Maybe it's sending them tailored offers or surprising them with exclusive gifts. Either way, personalization is a powerful way to build a deep connection that keeps customers coming back. Right now, for example, I'm working with a client to explore a loyalty program for higher-end clients. We're getting creative in our ideas but plan to take the best options back to a select few clients and ask their thoughts. We want what we're doing to stand out in the best way possible. Now, let's talk a little about leveraging technology. To truly resonate with consumers, your loyalty program needs to be easy to engage with. Consider integrating your program with mobile apps or online platforms that make it simple for customers to access and interact with your program wherever they are. Also, think about incorporating push notifications, allowing customers to track their progress, or enabling them to redeem rewards with just a few taps on their smartphones. This not only enhances the overall user experience but also ensures that your program stays top of mind. Okay. Now what about those customers who might not be interested in joining your loyalty program? Well, that's where exclusivity comes can help. Creating a sense of exclusivity can be a powerful motivator for customers to join. Offer special perks or benefits that are only available to loyalty program members. This could be early access to new products, exclusive events, or even personalized shopping experiences. By making your program feel exclusive, you're not only enticing new customers to join but also rewarding your existing loyal customers for their continued support. I'll close with a familiar theme - the importance of data. Data is the fuel that drives personalization and helps you make informed decisions. By gathering and analyzing data from your program, you can gain valuable insights into what works and what doesn't. This allows you to tailor your program to better meet your customers' needs and preferences, ultimately increasing engagement and loyalty. By being thoughtful as you launch or revamp your customer rewards program, you have the opportunity to reenforce and deepen your connection with your customers. Programs like this can help you stay top-of-mind and provide valuable insights into what resonates with those you're selling to.

Episode #56 - Personalization at Every Touchpoint

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the potential of personalization across various channels and the importance of data in customizing customer experiences.. I'm Chris Spanier, founder of Carpe Diem Consulting Group, and welcome to "Practical, Actionable Marketing," where our mission is to help businesses like yours implement effective marketing plans every single day. So with that in mind, today we're going to delve into the fascinating world of personalization. We all know that email marketing is a powerful tool for reaching and engaging with customers. But did you know that personalization can go beyond just emails? Personalization can be incorporated into all aspects of the customer experience. Let's start with websites. When a customer visits your website, they want to feel like you understand them and their needs. This is where personalization comes in. By using data effectively, you can tailor every touchpoint on your website to match each individual customer's preferences. This can be as simple as displaying personalized product recommendations based on their previous purchases or viewing history. You can also create dynamic content that changes based on the customer's location, language, or even the time of day. The possibilities are endless! In fact, I once managed a website that was dynamically personalized for 50,000 users with unique navigation, content and materials tailored to every visitor. It played a big part in consistently increasing our sales. Now, let's look at personalization in apps. With the rise of mobile usage, apps have become a vital part of our everyday lives. Just like with websites, you can tailor and enhance the app experience for each user and provide a better experience for everyone. By collecting and analyzing data, you can customize app features, content, and recommendations to meet the unique needs and interests of each individual. For example, a fitness app can provide personalized workout plans based on the user's goals and fitness level. Or a streaming app can suggest personalized movie or music recommendations based on past viewing habits. This level of personalization not only increases customer satisfaction but also encourages increased app engagement and usage. Lastly, let's not forget about personalized experiences through customer service interactions. Customer service is often the primary touchpoint where customers interact directly with your brand. By personalizing these interactions, you can create a positive and memorable customer experience. With access to customer data, you can equip your customer service reps with the necessary information to provide highly personalized assistance. This can range from addressing customers by their name, to having a record of their past interactions and purchase history, to offering tailored solutions for their specific issue. The ability to personalize customer service interactions can significantly improve customer satisfaction and retention. Okay, at this point, you may be wondering, how do we use data effectively to achieve all this personalization? Well, it starts with collecting the right data. You need to gather relevant information about your customers, such as their demographics, preferences, purchase history, and browsing behavior. This data can be obtained through various sources, including website analytics, app usage data, and customer surveys. Once you have the data, you need to analyze it to gain insights into individual customer behaviors and preferences. This analysis will help you identify patterns and trends that can inform your personalization strategies. With the insights gained from data analysis, you can then deploy personalized experiences at every touchpoint in the customer journey. This means tailoring your messaging, content, and interactions to match each individual customer's preferences and needs. By delivering personalized experiences consistently, you can build stronger relationships with your customers and drive better business outcomes. And THAT may just be the key to transforming your business.

Episode #58 - Maximizing Your Marketing Efforts with A/B Testing

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the topic of effectively running A/B tests for marketing channels to improve strategies and increase ROI.. Hi there. I'm Chris Spanier, founder of Carpe Diem Consulting Group, and welcome to "Practical, Actionable Marketing," where our mission is to help businesses like yours implement effective marketing plans every single day. Today, we're going to take a deep dive into the world of A/B testing. If you're looking to improve your marketing strategies and boost your ROI, then this is definitely something that can help you. As a former teacher was fond of telling us, "If you're spending more than 10 minutes debating something, stop immediately and go do something to get smarter. THEN come back and make your decision." Well, A/B testing is a powerful technique that allows you to do just that. It allows us to compare two versions of a webpage, marketing campaign or email to see which one performs better. A/B testing is all about experimentation and gathering data to make informed decisions. As marketers, we need to constantly optimize our strategies to ensure we're delivering the best experiences to our audience. That's where A/B testing comes in. The insights you can gain can be game-changing for your business. By comparing two different versions of your webpage or campaign, you can identify what elements are resonating with your target audience and what can be improved. It allows you to make data-driven decisions based on real user behavior, rather than relying on guesswork or assumptions. Let's turn to the practical side of things - how do you actually set up an A/B test? Well, the first step is to clearly define your objectives. What do you want to achieve with this test? Is it increasing conversion rates, improving open rates, or something else? Once you have a clear goal in mind, you can start building your test. Next, you need to identify what elements you want to test. It could be anything from the headline of a webpage to the color of a call-to-action button. Remember, the changes you make should be specific and measurable, so that you can accurately measure the impact of each variation. Once you've decided on the elements to test, it's time to create your variations. This means creating two or more versions of your webpage, email, or campaign, each with a different variation of the element you're testing. Whenever possible, try to test only one element at a time, otherwise, it will be difficult to determine which change actually led to the difference in performance. Now that you have your variations ready, it's time to split your traffic between them. This is done by using a randomizer or special software that will divide your audience evenly between the different versions. Your website platform, email system or other marketing tools will often have this feature available so look for and leverage it. The key here is to ensure that the split is truly random and unbiased, so that your results are reliable. Once your test is live, it's important to give it enough time to gather sufficient data. The duration of your test will depend on the amount of traffic you're receiving and the magnitude of the change you're testing. As a general rule of thumb, aim for at least a few weeks to get a statistically significant sample size. While your test is running, make sure to monitor the results closely. Keep an eye on key metrics like conversion rates, bounce rates, and engagement levels. This will help you identify which version is performing better and, as a result, make informed decisions about your marketing strategies. Once your test has reached statistical significance and you've gathered enough data, it's time to analyze the results. Look for patterns, trends, and statistical significance to determine which version outperformed the other. This is where the real insights come into play. You might discover that a simple change in the color of a button can have a significant impact on conversions, or that a different headline can greatly improve click-through rates. Based on your analysis, you can now make data-driven decisions to refine your marketing strategies. Implement the winning variation and monitor how it affects your key metrics over time. Finally, remember that A/B testing is an ongoing process. Don't be afraid to iterate and experiment with new variations to continuously improve your results. Who knew that data and marketing could work so well together?

Episode #57 - Psychological Pricing and How Numbers Influence Buyers

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the exploration of psychological pricing and its impact on consumer behavior, including strategies such as charm pricing, price anchoring, and precision pricing.. I'm Chris Spanier, founder of Carpe Diem Consulting Group, and welcome to "Practical, Actionable Marketing," where our mission is to help businesses like yours implement effective marketing plans every single day. Now, let's dive into today's topic! I'm enough of a numbers geek that I'm fascinated by the world of psychological pricing. It's amazing how subtle changes in pricing can have a significant impact on consumer perception and behavior. It's all about leveraging the power of the human mind to influence purchase decisions. One popular strategy that companies use is called charm pricing. Have you ever noticed how most prices end in .99? Well, that's not a coincidence! It's actually a tactic to make the price seem lower, even if it's just by a penny. Our brains tend to focus on the leftmost digit, so when we see a price like $9.99, we unconsciously perceive it as being closer to $9 than ten. It helps convince people that we're getting a great deal, even if it's just one cent off. But charm pricing is just the start. Another powerful technique is price anchoring. This is where a company strategically places a higher-priced item next to a lower-priced item. The high price acts as an anchor, making the lower-priced item seem like a better deal in comparison. It comes down to perception and relativity. When we have something to compare prices to, we tend to make decisions based on that comparison. So, if we see a 100 dollar product next to a 50 dollar product, we might perceive the 50 dollar product as a steal, even though it might not be the best deal on the market. Okay. Let's now talk about round numbers versus precision pricing. You might think that using round numbers like $10 or $100 would be more appealing to consumers, right? Well, not always. Studies have shown that using precise prices like $9.89 or $87.23 can actually boost sales. But why? Well, because precise prices can give the sense that something's been carefully calculated and represents the true value for money. They make the price seem more specific and therefore more reliable. It's like saying, "Hey, we've done our homework, and this is the exact price you should be paying." With these techniques - and others - you may think these are firm rules you can apply everywhere but the reality is that different strategies work for different products and target audiences. It's essential for companies to test and experiment to find the most effective pricing tactics for their specific market. After all, what works for one product may not work for another. It's also very important to consider the ethical implications of psychological pricing. While it can be an effective marketing tool, some argue that it manipulates consumer behavior and takes advantage of their cognitive biases. We should strive for a win-win for both our companies and our customers. Ultimately, I find that real-world application of these practices can be enlightening. So I'd encourage you the next time you're out shopping to pay attention to the prices you see. Look for charm pricing, price anchoring, and precision pricing. Then consider how these subtle changes affect your perception and, ultimately, your purchasing decisions. There's lessons here for us both as marketers AND as consumers.

Episode #55 - Ethical Marketing. Doing Good While Doing Well

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the importance of ethical marketing in building trust, enhancing reputation, and contributing to a better world through transparency and social responsibility.. Hey there! I'm Chris Spanier, founder of Carpe Diem Consulting Group, and welcome to "Practical, Actionable Marketing," where our mission is to help businesses like yours implement effective marketing plans every single day. Today, we're going to have a conversation about ethical marketing practices and why they are so important. From transparency to social responsibility, aligning your marketing efforts with ethical principles can have a significant impact on your business, your brand reputation, and even contribute to making the world a better place. In fact, perhaps first and foremost, practicing ethical marketing builds trust with your customers. In a world where industries and brands are constantly being scrutinized, consumers are becoming increasingly conscious of how businesses operate and the values they uphold. By engaging in ethical marketing practices, you show your customers that you are committed to conducting business in an honest and transparent way. This not only helps to establish trust but also fosters long-term relationships with your customers. Maintaining good brand reputation is another vital aspect of ethical marketing. Your brand's reputation can make or break your business, and unethical practices can have severe consequences. Businesses that engage in deceptive marketing, misleading claims, or unfair competition risk damaging their reputation beyond repair. On the other hand, ethical marketing practices help to enhance your brand's reputation. When you are known for putting customers' interests first, being socially responsible, and conducting business with integrity, people are more likely to trust your brand and recommend it to others. As a result, ethical marketing practices can lead to increased customer loyalty. When people see that you genuinely care about the impact your business has on society and the environment, they feel a sense of alignment with your brand and are more likely to choose your products or services over those of your competitors. For example, if you utilize sustainable sourcing or emphasize fair trade, you not only attract customers who value such practices, but you also create a loyal customer base that appreciates your efforts to make a positive difference. But how do you do this? Let's touch on some examples of ethical marketing practices. One important area is transparency. Being transparent means providing customers with clear and accurate information about your products, services, and business practices. This might involve disclosing ingredients, manufacturing processes, or supply chain details. Transparency builds trust and allows customers to make informed decisions. Another crucial aspect is social responsibility. This involves considering the social impact of your business and actively working to make a positive difference. This could include supporting local communities, engaging in philanthropy, or advocating for social causes. By aligning your marketing efforts with social responsibility, you can build a strong brand image that resonates with your target audience. Also, realize that ethical marketing practices can extend to ensuring fair and ethical working conditions throughout your business operations and supply chain. This means treating employees and workers fairly, ensuring fair wages and safe working conditions, and prohibiting child labor or exploitative practices. These practices not only promote ethical standards but also contribute to the overall wellbeing of those involved in creating your products or providing services. By aligning your marketing efforts with ethical principles, you can build trust with your customers, enhance your brand reputation, foster customer loyalty, and contribute to positive change in society.

Episode #54 - Harnessing the Power of Local SEO for Small Businesses

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover tactics for improving local SEO and optimizing online presence for a specific geographical area to attract more local attention and customers.. Hey there! I'm Chris Spanier, founder of Carpe Diem Consulting Group, and welcome to "Practical, Actionable Marketing," where our mission is to help businesses like yours implement effective marketing plans every single day. So you want to boost your local SEO and make sure that your business really shines in those local search results, huh? Well, you've come to the right place! Today, we're going to explore some tactics that can help you improve your online presence and attract more local customers. First up, let's talk about optimizing your website for local search. One of the most important things you can do is to include your location in key areas of your website, such as the page titles, meta descriptions, and content. This can signal to search engines that your business is relevant to local searches. Of course, another way to boost your local SEO is by claiming and optimizing your Google Business Profile listing. This allows you to provide accurate and up-to-date information about your business, such as your address, phone number, and hours of operation. It also allows you to showcase your business through photos and even gather reviews from your customers. Speaking of reviews, they will play a vital role in local SEO. Encourage your happy customers to leave reviews on platforms like Google, Yelp, and Facebook and try to make it as easy as possible for them to do so by providing convenient links and reminders. Positive reviews not only help build trust with potential customers, but they also send signals to search engines that your business is reputable and worth showcasing in local search results. Another avenue to explore - local directories. Listing your business in relevant online directories can not only help customers find you more easily, but it can also provide valuable backlinks to your website, which can boost your SEO. Look for directories that are specific to your location or industry, and make sure to provide accurate and consistent information across all of them. When it comes to local SEO, social media can be your best friend. Utilize platforms like Facebook, Instagram, and Twitter to engage with your local audience and showcase what makes your business special. Share localized content, promotions, and events to attract attention and encourage interaction. Additionally, social media interactions can help with your overall online visibility and improve your local search rankings. Another tactic to consider is the use of local keywords. Conduct keyword research specific to your geographical area and incorporate those keywords naturally into your website content. This can help you rank higher in local search results when people are searching for businesses like yours in your specific location. So if you're a HR consultant in Columbus, Ohio, then you might consider keywords like "Columbus HR solutions" or "Best HR consultant near Columbus." A final suggestion? Explore local partnerships. Build relationships with other local businesses or organizations in your area which can lead to cross-promotion opportunities and increased visibility within your community. Maybe consider participating in local events or sponsoring local causes to further establish your business as a trusted and active member of the community. For firms that do a lot of business locally, tactics such as these can really help you stand out in those local search results.

Episode #53 - The Future of Marketing: Emerging Trends to Watch

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover some current emerging marketing trends such as AI, machine learning, and voice search optimization and look at how they can help you maintain your competitive edge.. I'm especially excited about this episode which is why this one's going to run a little longer than usual. Today, we're diving into some emerging marketing trends including game-changing technologies like AI, machine learning, and voice search optimization, and most importantly, we'll discuss how you can adapt these trends to give your marketing strategy a serious competitive advantage. So, let's get started! First up, we have artificial intelligence (AI) and machine learning. Everyone seems to be talking about it and for good reason. It's revolutionizing the marketing landscape. AI and machine learning have almost limitless applications, but for us marketers, the technology can allow us to analyze immense amounts of data, spot patterns, and make predictions. This means you can understand your audience better than ever before and tailor your marketing efforts accordingly. For example, AI-powered chatbots can engage with customers in real-time, providing personalized recommendations and assistance. It's like having a virtual marketing team working 24/7! I've worked with some clients who often complain of not knowing what to write or post about and an easy exercise I offer them is to dictate an email to themselves when they're driving somewhere, talking about a project or challenge or even a new hire. Then take that raw text, paste it into your favorite AI tool like ChatGPT or Claude, and ask it to write 5 or 10 social media posts (with hashtags) as a first draft. YOU provide the raw material and YOU are responsible for the finished product, but as a productivity tool, generative AI can really help speed up the process. Next, let's talk about voice search optimization. With the rise of smart speakers and voice assistants, voice search has become increasingly popular. People are asking for directions, ordering products, and even searching for information using just their voice. To stay ahead of the curve, it's increasingly important to optimize your website and content for voice-based queries. Why? Because the way people search using voice is different from traditional text-based searches. Think about it – when typing a query, we tend to use short and concise phrases, but when using our voice, we're more likely to use natural language and ask complete questions. By understanding these differences, you can tweak your SEO strategy and ensure your website is voice search-friendly. For example, you might evolve your writing to be more conversational and to use long-tail keywords that mimic how people naturally speak when asking questions. Now that we've touched on a few emerging trends, let's talk about how to actually incorporate them into your marketing strategy. The key here is to think strategically and be open to experimentation. Start by identifying the areas where these technologies can have the most impact on your business. For example, if you run an e-commerce store, AI-powered recommendation engines can greatly improve your product suggestions to customers. Or, if you're in the content marketing space, voice search optimization should be a top priority to capture those voice-based queries. The key is to align these technologies with your business goals and find the best use cases for your specific industry and target audience. Of course, implementing these technologies may require some investment and a learning curve. But there are plenty of resources available to help you along the way. Online courses, conferences, and industry blogs are great places to start expanding your knowledge. Okay. Before signing off, I'd be remiss not to touch on the potential drawbacks and challenges of incorporating these emerging trends into your marketing strategy. One of the biggest concerns is data privacy and security. With the increased use of AI and machine learning, the amount of data being collected and processed is skyrocketing. As a marketer, it's crucial to ensure that you handle your customers' data ethically and responsibly. Transparency and consent should always be at the forefront of your data collection practices. A final challenge lies in keeping up with the rapid pace of technological advancements. The digital marketing landscape is constantly evolving. That's why it's essential to stay informed and continually adapt your strategy as new trends emerge. Embracing a mindset of continuous learning is key to staying ahead and maintaining a competitive edge.

Episode #52 - Position Your Brand as a Thought Leader

Practical, Actionable Marketing

Stay ahead of the curve by exploring emerging marketing trends, from AI and machine learning to voice search optimization. Learn how to adapt these technologies into your marketing strategy for competitive advantage. In today's episode, we'll cover the importance of curating relevant and high-quality content to establish your brand as a thought leader and build credibility.. So, you're looking to position your brand as a thought leader in your industry? That's a great idea, but how do you do it? Well, one obvious and effective way is to consistently post your own content and perspective. But let's go beyond the obvious. Another effective way to achieve that is through sharing relevant and high-quality content. By handpicking the best content out there and sharing it with your audience, you can establish your brand's credibility and become a trusted source of information. You become, in effect, a curator sharing things that you believe are relevant and meaningful. When selecting content, the key is to focus on quality over quantity. Don't just select any content that vaguely relates to your industry; instead, aim for pieces that have a strong impact and provide valuable or new insights. Look for articles, blog posts, videos, or infographics that stand out and offer unique perspectives. This will help position your brand as an authority and keep your audience interested in what you think is important. And when sharing other's content, make sure to give credit where credit is due. Always provide proper attribution to the original creators and share their work in a way that respects copyright laws and ethical standards. Not only is this the right thing to do, but it also helps build trust with your audience and showcases your brand's integrity. However, to build true thought leadership, a great way is to add your own commentary to the content you curate. Share your perspective, insights, examples, and opinions to add value and spark conversations. Not only does it demonstrate your expertise but it enhances the content you are sharing. Remember, you're not just a content aggregator; you're an active participant in the conversation. Now, whether you're publishing original content or sharing others, your website or blog should be your content hub. Be sure to make it easily accessible and organized so your audience can easily find what they're looking for. But don't stop there! Leverage social media platforms to distribute your curated content to a wider audience. Share snippets, quotes, or even create custom graphics to catch their attention and entice them to read more. Another effective way to promote your curated content is through email marketing. Build an engaged subscriber base by offering a newsletter or content roundup and regularly share your best-curated pieces via email. This helps nurture your audience and keeps them coming back for more. A bonus tip - don't forget to include social sharing buttons in your emails, making it easy for your subscribers to share your content with their networks, expanding your reach even further. Lastly, don't forget to engage with your audience and encourage conversations around your curated content. Respond to comments, ask questions, and start discussions. This shows that you are invested in your audience's opinions and insights. By fostering meaningful interactions, you create a sense of community and position your brand as a trusted resource.

Episode #51 - The Power of Niche Markets

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the advantages of niche markets, including finding profitable niches, understanding their needs, and creating relevant marketing messages.. So today we're going to talk about the benefits of focusing on niche markets. Some of my customers have embraced this approach, while others have worried that it's too limiting. But trust me, it can really pay off as narrowing your focus and honing in on a specific audience lets you tap into a whole new level of success. And you can always add more niches down the road! First and foremost, one of the major advantages of focusing on niche markets is limiting your competition. You may still be going up against other businesses, but by targeting a specific niche, your focus - and budget - get concentrated on a specific audience. You can focus your efforts on understanding your niche market and meeting their specific needs. This often levels the playing field even with the biggest players, and sometimes, you may find you're the only one on the field. Taking this a step further, when you better understand your customers, you can really take the time to understand their unique needs, preferences, and pain points. This allows you to tailor your product and messaging to address those needs in a way that resonates deeply with your targeted audience. By truly understanding your customers, you can create a more personalized and meaningful experience for them, and communicate in a way that is highly targeted and that speaks directly to the specific desires or pain points of your niche market. And let's not forget about the potential for better brand loyalty. When you cater to a specific audience and consistently provide value to them, they're more likely to become loyal customers. Because you understand their needs so well, you can continuously offer solutions that solve their problems or fulfill their desires. This builds trust and credibility, which in turn fosters loyalty. And loyal customers not only keep coming back for more but also become brand advocates, spreading the word about your business to others in their niche. Now let's look at the flip side of the equation - won't targeting niche markets limit your growth potential? Not necessarily. While niche markets are typically smaller in scope, they can still be highly lucrative. And as your business establishes a strong foothold within your niche, you can always expand your offerings or explore adjacent niches to fuel further growth. But by starting with a specific niche, you can build momentum and create a foundation for success, which will only help you in the long run. So, how can you identify lucrative niches? Well, it starts with doing your research. Look for areas where there is a demand that isn't being fully met by existing solutions. Are there underserved or overlooked segments within your industry? Pay attention to emerging trends or changes in consumer behavior that may open up new opportunities. And don't forget to listen to your customers – their feedback and pain points can be a goldmine for uncovering potential markets to focus on. Once you've identified a niche market, it's time to really understand their needs. Dive deep into their world and try to put yourself in their shoes. What are their challenges, their aspirations, and their motivations? Conduct surveys, interviews, or focus groups to gather firsthand insights. The more you understand your niche audience, the better equipped you'll be to meet their needs with your products or services. And finally, when it comes to crafting marketing messages that resonate with your niche audience, remember to keep it personal. Use language that speaks directly to their desires or pain points. Highlight how your offerings address their specific needs and deliver value that is unmatched by generic solutions.

Episode #50 - Marketing on a Budget

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the topic of budget-friendly marketing strategies, including social media and guerrilla tactics, that can make a big impact without breaking the bank.. So you want to market your business but have a limited budget? Don't worry. That's our focus for today's episode! We're going to talk about some creative and cost-effective strategies that will help you make your mark without breaking the bank. One powerful tool that you should definitely leverage is social media. Platforms like Facebook, Instagram, and LinkedIn offer a great way to connect with your target audience and build brand awareness. Best of all, it's usually free to create an account and start sharing your content. Make sure to consistently post valuable and engaging content that resonates with your audience. And as your followers grow, don't forget to interact with them! Respond to comments, ask questions, and even run contests or giveaways to keep them interested and engaged. Another cost-effective strategy is to collaborate with other businesses or influencers in your industry. By teaming up with like-minded individuals, you can tap into each other's audience and reach new potential customers. Consider offering joint promotions or doing a complimentary presentation. Or maybe guest blog on each other's sites. In this way, you can maximize your exposure without spending a ton of money. Now, let's touch on guerrilla marketing tactics. We've talked about this before but guerrilla marketing is all about thinking outside the box and creating memorable experiences for your audience, often with little-to-no budget. One fun example is using street art or chalk art to promote your business. Draw attention-grabbing designs or messages on high-traffic sidewalks or walls. Not only will this create buzz, but it's also a unique way to showcase your creativity while staying within your budget (though be sure to get the local property owners' permission first). Another creative example from years ago when newspapers were on many people's doorsteps each morning, was a start-up who, early on a Sunday, gathered a group of friends, armed them with flyers, and had them go door-to-door to slide their marketing materials into the newspaper sleeve. I'll let you decide if that was an acceptable business practice but it did get them great results. Speaking of creativity, don't be afraid to get innovative with your marketing materials. Instead of relying on expensive print materials, consider using digital alternatives. For instance, create eye-catching infographics, videos, or slideshows that can be easily shared online. These formats are not only more budget-friendly, but they also tend to perform better in the digital space. Utilizing email marketing can also be a cost-effective way to reach your target audience. Building an email list allows you to directly communicate with your customers and prospects. Set up automated email campaigns to deliver valuable content, promotions, or updates. Just remember to personalize your emails and make them relevant to the recipient to increase engagement. And don't underestimate the power of online reviews and testimonials. Positive reviews from satisfied customers can do wonders for your business's reputation and trustworthiness. Encourage your customers to leave reviews on popular review platforms like your Google Business Profile, Yelp, or Trustpilot. And remember to always respond to reviews, both positive and negative, to show that you are engaged and value your customers' feedback. I've often joked that a limited budget is the driver behind a lot of marketing innovation. Don't let a tiny marketing budget hold you back; instead, view it as a challenge to find unique and memorable ways to reach your audience.

Episode #49 - Fostering Innovation Within Your Marketing Team

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover strategies for fostering creativity & innovation in marketing teams to create groundbreaking campaigns that can set trends and wows audiences.. Welcome to today's episode of Practical, Actionable Marketing where we'll dive into the exciting realm of creativity and innovation within marketing teams. This time out, we'll be exploring strategies to foster an environment that not only encourages risk-taking but also supports the generation of new ideas. By incorporating these practices, you can unlock the potential for groundbreaking marketing campaigns that set trends rather than follow them. I've always found that creativity is the fuel that drives innovation. It sparks fresh perspectives, pushes boundaries, and challenges the status quo. To encourage creativity within your marketing team, it's vital to create an environment that embraces and nurtures this valuable resource. One effective way to do this is by fostering a culture where risk-taking is not only accepted but celebrated. Think about it - when your team members feel comfortable taking risks, they are more likely to explore unconventional ideas that may lead to remarkable outcomes. By creating a safe space for experimentation and providing ample support, you empower your team to think outside the box and unleash their full creative potential. Encouraging risk-taking also requires trust and open communication. Emphasize the importance of sharing ideas, even if they seem unconventional or initially impractical. Remember, the most innovative ideas often emerge from seemingly unrelated concepts. Foster an environment where team members feel confident in expressing their thoughts, opinions, and wild ideas. Sometimes, the craziest suggestions can be the catalyst for groundbreaking campaigns. Another vital aspect to fostering creativity is supporting these new ideas. It's not enough to simply encourage risk-taking; you must also back innovative concepts with tangible resources and support. Create a system where ideas can be tested, refined, and developed. Provide your team with the necessary tools, time, and flexibility to explore and experiment. Consider implementing brainstorming sessions or creative workshops where team members can collaborate and bounce ideas off one another. These kinds of exchanges often stimulate fresh perspectives and innovative solutions. Additionally, I like to sometimes mix teams up or to encourage cross-functional collaborations. Bringing together diverse expertise and backgrounds can provide unique insights and drive innovation, or sometimes it simply helps us bring clarity to something that's become too familiar and comfortable. So how do all these efforts lead to groundbreaking marketing campaigns that set trends rather than follow them? When you cultivate a culture that supports creativity and risk-taking, you create an environment that's primed for innovation. Your team members will be motivated to think differently, challenge assumptions, and take bold risks that can revolutionize your marketing efforts. Groundbreaking campaigns require an element of uniqueness and originality, which can only be achieved through innovative thinking. By embracing creativity and taking chances, you open the doors to unconventional approaches and fresh ideas that can captivate your target audience in ways your competitors may not have even considered yet. The challenge to recognize is that standing out in a crowded marketplace requires continuous innovation which means this commitment to creativity isn't a one-and-done exercise. It is an on-going investment that, I firmly believe, is worth making. So embrace the power of creativity, empower your team, and watch as your marketing efforts revolutionize the industry.

Episode #47 - Building a Referral Program That Works

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you're in the right place. In today's episode, we'll cover the keys to a successful referral program that motivates customers to promote your brand and boosts your word-of-mouth marketing.. So, you want to create a killer referral program that gets your customers talking about your brand? Well, this week's episode is for you! Today, we're going to share our best insights on how to create a successful referral program that will have your customers lining up to spread the word about your amazing products or services. Let's dive in. First things first, you need to craft compelling offers that will entice your customers to refer their friends and family. Think about what would motivate them. Is it a discount on their next purchase? Maybe a freebie? A chance to win a prize? Get creative and make sure your offers are something your customers won't be able to resist. Next, you'll want to make it really easy for your customers to refer their contacts. This means automating the referral process. Set up a system that allows customers to easily share their unique referral link or code with their network. Whether it's through email, social media, or a dedicated webpage, streamline the process and remove anything that gets in the way of your customers spreading the word. One way to do this is by providing personalized referral links or codes. When customers are given a unique identifier that they can share with their friends, it not only makes it easier for them to refer others, but it also allows you to track their referrals and reward them accordingly. Plus, it adds a personal touch, making your customers feel special and valued. Now, let's turn to incentives. Yes, crafting compelling offers is absolutely important, but you also need to reward your customers for their referrals. After all, they are doing the hard work of promoting your brand. Consider offering a reward for both the referrer and the referred customer. Again, this could be a discount, a free gift, or even store credit. The key here is to make the incentives worth their while so they feel motivated to continue spreading the word. Some of my clients have even chosen higher-end gifts, even going so far as to offer a set of expensive crystal wine glasses to encourage repeat referrals. And while incentives can motivate but it's often best when your customers are so thrilled with their experience, they will naturally want to share it with others regardless of the reward. And while the front-end is a lot of fun, make sure you don't skimp on the back end. It's crucial that your tracking, measuring and fulfillment are all up to the task. You need data to make sure your program is working. And your customers need to receive their incentive rewards in a correct and timely manner to fulfill the promise you've made. A final suggestion - don't forget to nurture and maintain your relationships with your referrers. Show them your appreciation by sending thank-you notes, exclusive offers, or even featuring them on your social media platforms. When you make your customers feel valued, they will continue to champion your brand and refer others to your business. Creating a successful referral program is all about motivation, incentives, and genuine customer relationships. By crafting compelling offers, making the referral process easy, tracking results, nurturing your relationships and making good on your promises, you'll be well on your way to driving powerful word-of-mouth marketing efforts.

Episode #48 - Color Psychology in Marketing - Beyond the Basics

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover color psychology and how to apply specific combinations and contexts for desired consumer behavior in branding and marketing.. We've got a bit of a fun, unusual episode this time out. We're going to dive into the fascinating world of how specific color combinations and contexts can actually impact consumer behavior and perception. We'll also explore some valuable insights for using color strategically in your branding and marketing efforts. Let's start with a basic understanding. Color is not just about aesthetics or personal preference. It can be a powerful tool that can evoke specific emotions and even actions in your audience. By understanding the psychological effects of color, you can leverage this knowledge to create stronger connections and drive desired outcomes. Let's start by breaking down some key color combinations examples and how they can influence consumer behavior. Imagine you have a food delivery app, and your goal is to make people feel hungry and excited about ordering food. You might want to consider using a combination of red and yellow. Why? Well, red is known to increase appetite, while yellow stimulates feelings of happiness and energy. This combination can create a sense of urgency and excitement, encouraging people to order food right away. (Be honest - were you thinking about the golden arches?) But what if you're in the beauty industry and want to portray a sense of luxury and elegance? In that case, a combination of black and gold might be more appropriate. Black signifies sophistication and exclusivity, while gold is often associated with wealth and prestige. By incorporating these colors into your branding, you can create a high-end image that resonates with your target audience. Now, let's talk a little about context when it comes to color psychology. You probably won't be surprised to learn that the same color can have different effects depending on the context in which it is used. Take the color blue, for example. In a healthcare setting, blue can create a sense of trust, calmness, and reliability. It's often used by hospitals and doctors' offices to help patients feel at ease. On the other hand, in a fast-food restaurant, blue may not be the best choice. It's been shown to suppress the appetite, which is not what you want when you're trying to sell delicious burgers and fries. So, how can you strategically use color in your branding and marketing materials to evoke desired emotions and actions? Here are a few tips to get you started: First, consider your target audience. Understand their preferences, values, and even the emotions you want to evoke. If your audience consists of young, vibrant individuals, you might want to use bright and energetic colors like orange or green. However, if you're targeting a more mature audience, you may opt for more subdued and sophisticated colors like navy blue or burgundy. Second, think about color consistency across your brand. Color is a language and by consistently using colors across your logo, website, packaging, and promotional materials, you create a cohesive and memorable brand identity. This helps customers to recognize and remember your brand more easily. Next, consider contrast and complementary colors. Contrast can grab attention and make your message more visually appealing. Complementary colors, on the other hand, can have a harmonious effect when used together and can create a sense of balance and unity in your branding. Also, be mindful of cultural meanings associated with colors. Different cultures have different perceptions of colors, so it's essential to do your research if you're targeting an international audience. For example, in Western cultures, white often represents purity and innocence, while in Eastern cultures, it's associated with mourning and death. Finally, we return to a common theme of our podcasts - the importance of testing and measuring the impact of your color choices. Conduct A/B tests to see which colors resonate best with your audience and drive the desired actions. This could include analyzing click-through rates, conversion rates, or engagement metrics to get a better understanding of which color combinations work best for your specific goals. Color is a powerful tool that can influence your audience's emotions and actions. By understanding color psychology and using it strategically in your branding and marketing efforts, you can create stronger connections with your customers and drive desired outcomes.

Episode #46 - The Art of Rebranding: When and How to Do It Right

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level.   If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover how to identify rebranding signs, succeed with rebranding steps, maintain brand loyalty during transitions, and study successful rebranding case studies.. This week, we're going to talk about rebranding. You know, that moment when a company decides it's time to switch things up and give their brand a fresh new look. It's a big decision that shouldn't be taken lightly, but sometimes, it's necessary in order to stay relevant. But how do you know when it's time to rebrand? Well, there are certain signs that indicate it might be time for a change. Maybe your brand image feels outdated or disconnected from your target audience. Or perhaps your company has gone through some major changes and your current branding just doesn't align with who you are anymore. Whatever the reason may be, it's important to really assess the situation before diving headfirst into a rebranding process. You want to make sure that you're doing it for the right reasons and that it aligns with your overall business goals. Once you've made the decision to proceed with a rebrand, think about how to make it a success. It's no secret that rebranding can be a risky endeavor, but there are steps you can take to ensure that it goes smoothly. First and foremost, it's crucial to maintain brand loyalty during the transition. You've worked hard to build a strong brand and you don't want to lose that connection with your customers. Communication will be key here. You might choose to be very transparent about the changes you're making and why you're making them. By keeping your customers in the loop and making them feel like they're a part of the process, you can help to build more trust and keep them engaged with your brand going forward. Another important step is to conduct thorough market research. Understand your target audience and what they want from your brand. This will help inform your rebranding strategy and ensure that it resonates with your customers. After all, it is your customers who will decide if your new branding is successful. It's also a good idea to analyze your competitors and see what they're doing. Stay ahead of the game and differentiate yourself from the competition. One success story is Apple. Back in the 1990s, Apple was on the brink of failure. They were losing market share and struggling to compete. But then, they made the bold decision to rebrand their message as a company focused on innovation and design. They launched the iconic "Think Different" campaign and eventually introduced revolutionary products like the iPod and iPhone. This rebranding effort completely turned things around for Apple and transformed them into the tech giant we know today. Rebranding can be a powerful tool for companies looking to reinvent themselves and stay relevant in today's fast-paced world. Just remember to assess the situation carefully, maintain brand loyalty, conduct market research, and learn from successful case studies. By following these steps, you'll be well on your way to a successful rebranding journey.

Episode #45 - Essential Elements for an Effective About Page

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the importance of optimizing the about pages on websites to engage prospects, including using clear differentiators, social proof, team introductions, and calls-to-action for improved conversion rates.. Today, we're going to dive into an important topic that often gets overlooked: the About page (or section) on websites. Believe it or not, this page holds tremendous potential as the first impression for prospects who are interested to understand what your business is all about. Unfortunately, many companies fail to fully capitalize on this opportunity as the page can be a lead generation magnet. How? Well, by incorporating the right elements in the right way. First and foremost, your About page must clearly articulate what makes you different, what sets you apart from your competitors. This is your chance to shine and show why prospects should choose you. By effectively communicating your unique value proposition, you'll grab their attention and keep them interested. But that's not all. Social proof is another key ingredient that should be present on your About page. You might benefit from the halo effect of showcasing certain customer logos, or include testimonials from satisfied clients. These elements provide tangible evidence that your business delivers on its promises, making prospects more inclined to give you a try. Another critical aspect of a compelling About page or section is to consider introducing your team. People want to know who they'll be working with if they choose your company. By giving them a glimpse into the faces behind the brand, you create a sense of connection and build trust. Plus, it humanizes your business and can make it more relatable. Now, let's talk about buyer personas. These are profiles of your target customers. Ideally, your About page should speak directly to them. Understanding who your target audience is and tailoring your messaging accordingly can have a huge impact. Address their pain points and show how your product or service can provide the solution they're seeking. When you speak directly to your ideal customers, you make them feel understood and increase the chances of turning them into a customer. And let's not forget about calls-to-action. Your About page shouldn't just be an information dump; it should actively encourage visitors to take the next step without coming across too salesy. Perhaps it's as simple as an invitation to sign up for your newsletter, or a link to schedule a consultation, but consider including CTAs to help guide prospects towards conversion. Make it clear what you would like them to do and then make it easy for them to do it. Some final thoughts about what you write. I'm a big believer that effective marketing has to be approached with the customer in mind. Marketing should not be about how great you are but rather how your product or service is going to solve a problem for your customer. Keep your writing brief. crisp and focused on the benefits your customers will experience by choosing your product or service. Oh, and always make sure your copy is compelling and easy to read. So, are you ready to give your About page a makeover? By following the guidelines we've laid out today and putting in the effort to create an engaging page or section, I think you'll be amazed at the impact it can have on your conversion rates. Your About page is a powerful tool, so make sure you're using it to its full potential.

Episode #44 - Community Building

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the importance of community building for lasting success, and strategies to create connected and engaged audiences with the goal of turning customers into brand advocates.. Welcome to this episode where we're going to dive deep into the world of community building. If you've ever wondered how some brands manage to cultivate such a strong and dedicated following, then this episode's for you. Building a community around your brand is the secret sauce to achieving lasting success. So, let's dive in! When we talk about community building, we're really talking about creating a space where your audience feels connected & engaged. It's all about fostering a sense of belonging and togetherness. And the best part is that this can happen both online and offline. So, no matter what type of business you have, you can use these strategies and tactics with your brand. First things first, let's acknowledge the power of creating connections. Building a community allows you to connect with your audience on a deeper level. It's not just about selling products or services anymore; it's about building relationships. By creating a space where your audience can interact with you - and each other - you're providing a valuable service as well as giving them a reason to stick around and become loyal brand advocates. So, how do you go about building this community? It all starts with understanding your audience. Ask yourself - who are they? What do they care about? What are their pain points? By truly getting to know your audience, you can create content and experiences that resonate with them. This will make them feel seen and understood, which in turn, builds that sense of community. Another important aspect of community building is providing value. You want to be their go-to resource, their trusted advisor. This can be done through various means such as sharing helpful tips and insights, providing educational content, or even hosting events or webinars. By consistently delivering value, you build trust and establish yourself as an authority in your niche. Now, let's look at engagement. Building a community is not a one-way street; it's got to be a two-way conversation. You want to create opportunities for your audience to engage with you and with each other. This can be done through social media platforms, forums, or even organizing meet-ups and events. Encourage discussions, ask for feedback, and make your audience feel like their voice matters. The more engaged they are, the stronger your community can become. One effective way to foster this engagement is by creating a sense of exclusivity. People love to feel special and part of something special. You can do this by offering exclusive content or perks to your community members. This can be in the form of early access to new products or services, special discounts, or even private events. By making your community members feel valued and appreciated, you help to cultivate that sense of loyalty and advocacy. Another key aspect of this is authenticity. People can spot a fake from a mile away, so it's important to be genuine and transparent. Show the human side of your brand, share behind-the-scenes glimpses, and be honest about your challenges and victories. Authenticity builds trust and deepens connections, making your audience more likely to become loyal advocates. A really important thing to keep in mind is that community building is an ongoing process. It's not something you do once and forget about. It requires consistent effort and dedication. So, it's important to develop a community strategy and stick to it. Plan out your content, engagement activities, and events in advance. Be consistent in your messaging and ensure that your community knows what to expect from you. Maybe have someone in your organization have direct responsibility to oversee your efforts. All of these steps will help you build momentum and keep your community engaged in the long run. Remember, building a community is about creating a sense of belonging and connection. By understanding your audience, providing value, fostering engagement, being authentic, and staying consistent, you can turn your customers into passionate brand advocates.

Episode #43 - Tools to Create Videos on a Tiny Budget

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll acknowledge the dominance of video content in our digital landscape and, more importantly, the availability of affordable tools for creating professional-looking DIY videos.. Video content continues to be the reigning king in today's digital world. It outperforms static formats by a mile in almost every aspect. But not everyone is creating it because professional-quality video production often seems like an unattainable dream for solopreneurs and small businesses with limited budgets. The good news is, there are now numerous free or affordable tools available that can help you create your own video content that look and sound just like you had a professional crew involved. Today, we're going to explore popular, budget-friendly video tools. We'll cover a range of options that simplify the editing process, provide access to stock footage, offer royalty-free music, and even enable animated explainers. Plus, I'll share some handy resources for graphics, templates, and storage. With a little guidance, anyone can produce engaging, polished videos that bring their brand to life and drive conversions across various channels. So let's start with video editing tools. One of my top recommendations is the widely popular and user-friendly software called iMovie. It's exclusive to Apple users and comes pre-installed on Mac computers and iOS devices. iMovie offers a range of features such as drag-and-drop editing, transitions, and the ability to add titles and captions. It's perfect for beginners and allows you to create impressive videos without breaking the bank. For those on Windows or looking for platform-independent options, OpenShot is a great choice. It's an open-source video editor that's free to download and use. OpenShot has a simple interface and offers a variety of features comparable to more advanced editing software. It supports popular video formats, allows you to layer multiple tracks, apply effects, and even has a built-in animation tool. If you're new to video editing, OpenShot is definitely worth a try. Now let's move on to stock footage and music. In the past, accessing high-quality stock footage and royalty-free music could be quite expensive. However, platforms like Pexels, Pixabay, and Videezy have changed the game. These websites offer a vast collection of free stock videos and images that you can use in your projects without worrying about copyright issues. Additionally, you can find a wide variety of royalty-free music on platforms like Soundstripe and Artlist, which offer affordable subscriptions for unlimited access to their music libraries. Animated explainers are a popular way to simplify complex concepts and engage your audience. While professional animators can often be costly, tools like Vyond and Animaker are affordable ways for anyone to create animated videos. These platforms provide pre-designed templates and a user-friendly interface that allows you to customize characters, backgrounds, and animations. With these tools, you can bring your ideas to life and make them visually appealing without any technical expertise. Finally, let's address the issue of storage. As you create more video content, you'll need a reliable platform to store and organize your files. One of the most popular options is Google Drive, which offers 15GB of free storage for all Google account holders. It's a secure and easily accessible cloud storage solution that allows you to store, share, and collaborate on your video files. For more storage space, you can upgrade to a paid plan or explore other alternatives like Dropbox or Microsoft OneDrive. So, there you have it! With these budget-friendly video tools, creating professional-looking videos is no longer out of your reach. Working with a professional can absolutely benefit a company, but if you're just starting out or don't have the budget to spend, you might just be surprised at how much you can accomplish using these tools and others that are available today.

Episode #42 - Simple Tweaks to Improve Blog Traffic

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover how to increase blog readership through optimization strategies such as refreshing old posts, improving SEO, and incorporating calls to action.. In this episode, we're going to talk about a topic that's near and dear to every blogger's heart: getting more readers. After all, what's the point of having a blog if nobody's going to it? Fortunately, there are some painless tweaks that can help you drive more blog subscribers, social traffic, and organic visits. And the best part is, you don't need to be a technical guru to implement them. Let's start with one of the easiest ideas - refreshing your old popular posts. These are the articles that have already proven to be a hit with your audience. But by giving them an update, perhaps by adding some new insights or updated images or a FAQ, you can breathe new life into them and attract even more readers going forward. Another great option is to improve SEO elements like metadata and internal linking. Metadata is the information that appears in search engine results, and by optimizing it with relevant keywords, you can improve your chances of showing up higher in the search rankings which should lead to more traffic and more readers. Internal linking is all about linking to other relevant articles within your own blog, which not only helps with SEO but also keeps readers on your site for longer. One question I ask my clients is what they are doing to publish their posts (i.e., syndication). Syndication is all about getting your content published on other platforms or websites. By reaching a wider audience, you not only drive more traffic to your blog but also build your brand and reputation as an authority in your space. Use a syndication network such as Taboola or Outbrain to help expand your reach, or use syndication sites like Medium or even LinkedIn Articles to find new audiences. You can even use aggregators like Alltop or Technorati to place your blog with others on specific subjects. Another idea is to incorporate more calls to action to fuel conversions. A call to action is a direct request for your readers to take a specific action, such as signing up for your newsletter or making a purchase. By strategically placing these calls to action throughout your posts, you can increase your conversion rates and turn readers into subscribers or customers (in fact, you'll hear our own invitation to subscribe at the end of every episode). Finally, an obvious but sometimes overlooked tool is to be sure you have share buttons where you post your blog. By adding share buttons to your posts, you make it easy for your readers to spread the word on social media. Now, I know we've crammed a lot of ideas into a short time but all of these are fairly easy to implement. Still, maybe start with one or two and then add more as you go along. Afterall, small actions can yield big traffic gains over time. Just focus on implementing these tweaks gradually, and watch as your blog starts to attract more readers and subscribers.

Episode #41 - Crafting Strong Value Propositions That Sell

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover how to create a powerful value proposition that sets your brand apart from competitors and attracts customers.. Leading with strong value propositions or positioning statements is key to making your brand stand out from competitors. It's not just about promoting generic product features or benefits; instead, it's about conveying true differentiation that is aligned with the exact needs of your customers. In this episode, we're going to dive into what makes a stellar value proposition or positioning statement and how you can build one that helps you stand out from your competition. Let's start by addressing the importance of a value proposition. When done right, these statements can be incredibly powerful in capturing the attention of your target audience and persuading them to choose your brand over others. They act as a concise summary of the unique value you provide to your customers and motivate others to choose you. Unfortunately, many brands fail to create effective value propositions. Too often, they end up sounding too generic or don't accurately capture the true value they offer. But those brands that have successfully aligned their statements with customer needs and created a strong differentiation in the market can rise above the rest and really stand out. So how can you create a powerful value proposition or positioning statement? Well, let's use a simple fill-in-the-blank formula that will enable you to summarize your competitive advantage in a compelling way that can help convert visitors into leads and customers. This formula consists of three key components: 1. Identify your target audience: To craft a value proposition that resonates, you need to have a clear understanding of who your ideal customers are. Consider their pain points, desires, and motivations. By truly understanding your audience, you can tailor your value proposition to meet their specific needs. 2. Highlight your unique value: Think about what sets you apart from your competitors. What unique advantages can you offer your customers? Focus on conveying your true differentiation. It could be your innovative product features, exceptional customer service, or a combination of various elements that make your brand stand out. Finally, 3. Provide a compelling benefit: You need to communicate the value your customers will receive by choosing your brand. What problem will you solve for them? How will their lives be better? By clearly spelling out the benefits they'll gain, you'll be able to capture their attention and motivate them to take action. Now, let's put it all together. Here's the basic formula: "For [target audience], our [brand/product/ or service] offers [our unique value] that [a compelling benefit]." Let's say you're a fitness brand targeting busy professionals who want to stay healthy but struggle to find time to exercise. Your value proposition might sound something like this: "For busy professionals who want to stay healthy, our fitness program offers convenient at-home workouts that help you stay fit without sacrificing precious time." Or let's say you're a marketing consultancy. Your value prop could sound like this: "For businesses who struggle with telling their story, we help you understand who your audience is and craft messaging that reach the people you want to serve with a message that resonates with them." Using these two examples, you can hopefully see how this fill-in-the-blank formula can help you create a value proposition that is clear, concise, and speaks directly to the needs of your target audience. And, ultimately, that's really the most important takeaway. Businesses that are focused on solving the real challenges of their key customers tend to stand apart from others in the market, but to win, they need to be able to clearly and consistently communicate that message. As the old saying goes, it ain't rocket science. But always remember that your value proposition will be a fundamental cornerstone of your brand's success, so invest the time and effort to make it stand out. Good luck, and happy writing.

Episode #40 - More On DIY Market Research

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover understanding target customers and competition through affordable DIY market research techniques that will help you make smarter decisions.. Understanding your target customers and the competitive landscape is essential for effective marketing. In this episode, we're revisiting and expanding on an earlier podcast to look at more do-it-yourself techniques you can leverage that cost very little or nothing at all. One DIY technique that can prove highly effective is hosting online focus groups in Facebook Groups. By creating a dedicated group or joining existing ones that include your target audience, you can engage in discussions and gather valuable feedback. This method allows you to tap into the knowledge and opinions of your potential customers, helping you understand their needs, wants, and pain points. Another cost-effective tactic is creating free surveys using platforms like SurveyMonkey Audience. Surveys are a great way to gather quantitative data from a large sample of respondents. You can customize your survey questions to gain insights into your target audience's preferences, opinions, and buying behaviors. By analyzing the survey results, you can identify patterns and make informed marketing decisions. In addition to online tactics, it's important to do some manual observation of your competitors. Take the time to visit their physical stores, if they have them, or closely monitor their activities on social channels. By studying their strategies, product offerings, pricing, and customer interactions, you can gain valuable intelligence about the competitive landscape. This information can help you identify areas where you can differentiate your own business and stand out from the crowd. Another great source for insights is analyzing online reviews and social conversations. By paying attention to what customers are saying about your competitors, their products, or the industry in general, you can gain insights into consumer preferences and trends. Social media platforms, review websites, and relevant online communities are great sources to monitor and analyze these conversations. By spotting patterns in customer sentiment and identifying pain points, you can tailor your marketing messages and address customer needs more effectively... though be cognizant that those who leave comments can come from the very happy or very angry camps which may not reflect the majority of your market. Of course, it's important to note that while these DIY methods are powerful, they may not provide the same depth of insights as formal market research. Formal research may allow for more detailed segmentation, statistical analysis, and data validation. However, when budget constraints are a concern, these tactics can still give you significant value and help shape your marketing strategy. Still, D I Y techniques can uncover content gaps and positioning opportunities. By analyzing survey responses, focus group discussions, and online reviews, you can identify topics or information that may be lacking in the market and are an opportunity for you to explore and differentiate yourself and your unique value propositions. An instructor of mine was fond of saying, "if you're wasting time debating what you don't know, stop and go and do something quick and inexpensive to get smarter. Then come back and make your decision." So in that spirit, go get creative and start leveraging these DIY techniques to make informed marketing decisions and stand out in your industry.

Episode #39 - Branding Fundamentals

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the basics for crafting a memorable brand by defining brand personality, establishing visual identity, and ways to stand out in a crowded market.. Today, we're diving into an important topic that every business owner needs to understand - branding. Now, I know you've likely heard this term before, but we're going to take a closer look at what it really means and how it can benefit your business. First things first, let's get something clear: your brand is so much more than just a logo. It's the essence of your business, the heart and soul that sets you apart from your competitors. I've heard brand described as what people think and feel about your company or product when you're not in the room. It's the essence of who you are so so let's discover the fundamentals of branding. To start off, one key aspect of building a brand is defining your brand personality. Think about your business as if it were a person. What are its values, its character traits? Is it playful and fun, or professional and serious? Do you appeal to a higher-end clientele or are you more mass-market? It's important to identify these traits because they will shape how you communicate and interact with your audience and their overall perception of your brand. Once you have a clear understanding of your brand personality, you can turn to establishing a consistent visual identity. This includes creating a logo, selecting the right colors, and choosing fonts that align with your brand personality. You want your visual identity to be instantly recognizable and leave a lasting impression on your audience. Another key component is the power of consistency in branding. Consistency builds strength and memorability. You want your brand to be cohesive across all touchpoints, from your website to your social media profiles and even your packaging. This helps to build trust and familiarity with your audience, making it easier for them to remember and recognize your brand. But how do you translate your brand into action? Well, it's in the details. Every little aspect of your business should reflect your brand personality and visual identity. That means your website copy, your social media posts, your marketing materials, your physical storefront and even your customer service interactions. They should all speak the same language and reflect your uniqueness, coming together to paint a consistent picture of your brand. And if you still don't think branding is important, well, I'm here to tell you you're mistaken. A strong brand can set you apart and makes your business more memorable. It helps to create trust and loyalty among your customers, which can lead to increased sales and customer retention. Effective branding also allows you to connect with your target audience on a deeper level. While generics have their place, the market leaders always have a strong brand. Having a clear brand personality and visual identity attracts the right customers who resonate with your values and style. This not only leads to better customer relationships but also helps you build a community of loyal brand advocates. Your brand really is your calling card. It helps customers get to know, like and value you. Being thoughtful and intentional in how you build and reinforce your brand will pay dividends for years to come and it's a vital part of any business strategy.

Episode #38 - Customer Retention Tactics

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover customer retention tactics such as personalized communication and loyalty programs that turn one-time buyers into brand advocates.. Building a customer base is a crucial step for any business. But here's the thing - it's not enough to just attract new customers. It's equally important to keep them coming back for more. And that's where customer retention strategies come into play. Today, we're going to explore some tactics that go beyond the initial purchase. We'll talk about ways to cultivate long-term relationships with your customers and transform them into loyal brand advocates. So let's get started! One of the key elements in customer retention is personalized communication. Gone are the days of generic mass emails and impersonal interactions. Customers want to feel valued and heard. By tailoring your messages to individual preferences and needs, you can create a unique connection that sets you apart from your competitors. Segment your customer base and use targeted emails, personalized recommendations, and exclusive offers to make each customer feel special. A small, personal touch can go a long way in building customer loyalty. What about loyalty programs? Offering rewards and incentives to your customers is an effective way to keep them engaged and encourage repeat purchases. Loyalty programs can take various forms but the key is to ensure that the rewards align with your customers' preferences and provide tangible value. Whether it's exclusive discounts, early access to new products, or account credits, make sure your loyalty program is enticing enough to keep your customers coming back for more. Social proof is another powerful tool in your customer retention arsenal. People trust the opinions and experiences of others. Leverage this by incorporating customer testimonials, reviews, and user-generated content into your marketing efforts. Showcase real-life examples of how your products or services have positively impacted your customers. This social proof not only builds trust but also helps prospective customers see the value in choosing your brand. By highlighting the positive experiences of your existing customers, you can create a sense of community and reinforce loyalty. This next idea might seem obvious, but don't forget the power of excellent customer service. Providing exceptional support and assistance creates a lasting impression on your customers. It shows that you genuinely care about their needs and are committed to their satisfaction. Invest in training your support team to handle customer inquiries promptly and with empathy. Implement multi-channel support options such as live chat, email, and phone to cater to different communication preferences. Remember, a positive customer service experience can turn a frustrated customer into a loyal advocate for your brand. Another effective way to enhance customer retention is through ongoing engagement. Stay connected with your customers even after they make a purchase. Send regular updates, newsletters, or relevant content that adds value to their lives. This continuous engagement keeps your brand top of mind and can help foster a sense of loyalty. Additionally, encourage customer feedback and actively listen to their suggestions and concerns. By involving your customers in shaping your business, you turn them into valued partners rather than mere consumers. Lastly, don't underestimate the power of surprise and delight. Occasionally, surprise your customers with unexpected gestures that exceed their expectations. It could be a handwritten thank-you note, a free sample, or a gift on their birthday. These small acts of appreciation have a big impact on customer loyalty. Not only do they make your customers feel valued, but they also create positive word-of-mouth and generate goodwill towards your brand. By following these strategies, you can transform one-time buyers into loyal brand advocates who will stick with you for the long haul and help to propel your business forward.

Episode #37 - Search Engine Optimization Basics

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the basics of SEO, including keyword research, on-page optimization, and building backlinks, to help you increase visibility, improve rankings, and drive organic traffic.. Welcome to today's episode where we're going to unlock the power of SEO. Search engine optimization might sound like a complex term, but don't worry, we're here to demystify the basics. Let's start about why SEO is important. The reality is that there are three main ways people are coming to your website - they know the URL and coming straight to you; you are running ads that link back to you; or they are using a search engine. And it's this third option where SEO can really help. So let's talk about keyword research first. If you want your website to show up in search engine results when people are looking for something related to your business or content, you need to optimize it with the right keywords. These are the words or phrases that users type into search engines. By incorporating these keywords strategically into your website's content, you increase the chances of your website appearing in search results. It's a bit like playing BINGO - if your site has the best match for what people are looking for most often, you've got a better chance to win. But how do you find the right keywords? There are plenty of tools available that can help you with this. One popular option is the Google Keyword Planner. It allows you to discover keywords related to your business or industry and provides useful data like search volume and competition level. By choosing keywords that have a decent search volume but lower competition, you can maximize your chances of ranking well in search engine results. Once you've done your keyword research, it's time to move on to on-page optimization. This involves optimizing various elements of your webpage to make it more search engine friendly. One important element is the title tag. This is the HTML element that defines the title of a webpage. Including a target keyword in the title tag can significantly boost your chances of ranking for that keyword. Next, you'll want to optimize your meta description. The meta description is a brief summary of what a webpage is about. While it doesn't directly impact search engine rankings, a well-crafted meta description can entice users to click on your website when it appears in search results. So make sure to write compelling meta descriptions that include relevant keywords. Other on-page optimization techniques include optimizing your headings, using descriptive URLs, and adding alt text to your images. All these elements help search engines understand what your webpage is about, and improve your chances of ranking higher. Now let's move on to the next important aspect of SEO: building quality backlinks. Backlinks - also known as inbound links - are links from external websites that point to your website. Search engines consider backlinks as a vote of confidence in your content or business, and having high-quality backlinks can greatly improve your website's search engine rankings. But how do you build quality backlinks? One effective way is by creating valuable and shareable content. When you produce high-quality content that is useful, informative, or entertaining, other websites are more likely to link back to it. You can also reach out to relevant websites or influencers in your industry and ask them to consider linking to your content if they find it valuable. Additionally, participating in online communities and forums can also help you build backlinks. By actively engaging in conversations and sharing your expertise, you can establish yourself as a knowledgeable resource, making others more inclined to link back to your website. Effectively, you're publishing content on other websites that just happens to point back to your site. Remember, though, it's not just about the quantity of backlinks; quality matters too. Focus on earning backlinks from reputable websites in your industry rather than participating in shady link-building practices that can actually harm your website's ranking. As a business owner or content creator, understanding SEO is crucial for increasing your online visibility. By incorporating the right keywords, optimizing your webpages, and building quality backlinks, you can improve your website's search engine rankings and drive organic traffic.

Episode #36 - Effective Copywriting Techniques

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover effective copywriting techniques that captivate, evoke emotion, and drive action in marketing messages.. Today, we're diving into the exciting world of effective copywriting. "Exciting" you ask? Well, words can hold immense power, especially in marketing. They have the potential to captivate your audience, evoke strong emotions, and ultimately drive them to take action... so I think "exciting" fits. Whatever you're writing, incorporating proven techniques can truly elevate your copywriting skills. This, in turn, will make your marketing messages absolutely irresistible. So let me offer some best practices and tips. 1. Know Your Target Audience: Tailoring your copy to a specific audience is crucial. Understanding their preferences, pain points, and desires will enable you to craft tailored messages that resonate. Take the time to research your target audience, creating a persona for each, and then use that knowledge to create copy that speaks directly to their needs and aspirations. 2. Create an Attention-Grabbing Headline: Your headline or subject line is usually the first impression your audience will have of your copy. It needs to grab their attention instantly and entice them to keep reading. Use powerful and captivating words, pose a question, or offer an intriguing promise. And experiment with different headline variations until you find the one that really works. 3. Tell a Compelling Story: Stories have an incredible ability to evoke emotions and create an emotional connection with your audience. Weave a narrative that resonates, highlighting how your product or service can solve problems or fulfill desires. Engage the imagination and make your audience feel personally invested in the story. 4. Clearly Communicate Benefits: When describing your product or service, focus on the benefits rather than the features. Help your audience understand how it will improve their lives, solve a problem, or fulfill a need. Paint a vivid picture of the positive impact it will have and why they can't afford to miss out. 5. Inject Personality: Copywriting should reflect your brand's personality and values. Infuse your copy with a distinct tone that resonates with your target audience. Whether it's humor, enthusiasm, or a sense of authority, let your personality shine through. This helps establish an authentic connection and makes your copy more relatable. 6. Use Power Words: Certain words evoke strong emotions and can instantly grab attention. Incorporate power words strategically throughout your copy to create an impact. Words like "exclusive," "irresistible," or "limited-time offer" can evoke a sense of urgency and excitement, compelling your audience to take action. 7. Use Social Proof: People are more likely to trust and take action based on the experiences of others. Incorporate testimonials, reviews or case studies to provide social proof. This reinforces your copy and demonstrates that others have had positive experiences with your product or service. 8. Craft a Clear Call-to-Action: Don't leave your audience wondering what to do next. Include a clear and compelling call-to-action that tells them exactly what to do after reading your copy. Whether it's to buy now, sign up for a newsletter, or schedule a consultation, guide them towards the desired action with persuasive language and a sense of urgency. 9. Edit and Refine: Great copy is not created in one sitting. Take the time to review, edit, and refine your copy. Cut out any unnecessary fluff ensuring that every word serves a purpose. A great trick I use is to read the copy out loud to check for flow and ensure it sounds conversational and natural. 10. Test and Measure: Digital marketing allows you to track and measure the performance of your copy. Experiment and then analyze the data, looking for patterns and use those insights to continually refine and improve your copy. By implementing these proven techniques, you'll be able to create marketing copy that truly stands out. Remember, words have the power to captivate, persuade, and drive action. See you next week!

Episode #35 - Podcasting for Marketing

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the idea of podcasting as a marketing tool and how to start and promote your own podcast to amplify your brand's voice.. This week, it's a bit of "practice what you preach" as we dive into the world of podcasting for marketing purposes. Podcasting is not just a form of entertainment anymore; it has become a powerful tool to boost your brand. Today, I'll share some insights to help you navigate the ins and outs of podcasting for marketing. So, grab your headphones and let's get started! First things first, let's talk about starting your own podcast. It may seem overwhelming, but fear not! The key to a successful podcast is finding your niche. Think about what unique insights or expertise can you bring to the table? Identify your target audience and think about what kind of content they would love to hear. By understanding your audience, you can create valuable content that keeps them coming back for more. So what about the technical aspect of podcasting? You'll need some basic equipment like a reliable microphone, headphones, and recording software. But the good news is that you don't need fancy or expensive gear to start. As long as your audio quality is clear and you have a relatively pleasant voice, you're good to go. Ultimately, content is king, so focus on delivering great value through your podcast episodes. You want to look for good recording and editing software, but there are some great tools available that make this easier than ever. When starting a podcast, something a lot of folks miss the mark on is consistency. Being consistent is key in building an audience and maintaining their interest. Decide on a regular release schedule that works for you and stick to it. Whether you choose to release episodes weekly, bi-weekly, or monthly, make sure you deliver on time. This will help you build a loyal following, as your listeners will know when to expect new episodes from you. Television shows have been doing this for decades and podcasters need to follow those same rules. What about other tips and tricks to make your podcast stand out from the crowd? Well, first make sure to have engaging and eye-catching cover art for your podcast. This is the first thing potential listeners will see, so it's important to make a good impression. Also, consider creating captivating episode titles that pique curiosity and make people want to click and listen. Don't forget about promoting your podcast on social media platforms. Use the power of social media to your advantage by creating teasers, sharing behind-the-scenes content, and engaging with your audience. Building a strong online presence will not only attract new listeners but also foster a sense of community around your brand. Lastly, listen to your audience and adapt accordingly. Encourage feedback, reviews, and comments from your listeners. Take their suggestions and use them to refine your content and improve your podcast. The more you listen to your audience, the better you can serve them and meet their needs. That wraps up our podcast about podcasting for marketing purposes. I hope I've shared some valuable insights to amplify your brand's voice through this incredible medium. This means it's now time for you to take action and start podcasting. Find something you want to speak about, be consistent in publishing content, promote it, and then really listen to your audience's feedback to keep growing and reaching more people.

Episode #34 - Cross-Channel Integration

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll talk about the importance of cross-channel integration in multi-channel marketing for coordinating messaging, fostering a cohesive brand experience, and amplifying brand impact.. In today's rapidly evolving world of marketing, staying ahead of the curve is critical. Long gone are the days of relying solely on one channel to reach your audience. The age of multi-channel marketing is upon us, and if you want to succeed, integration is the key. So, grab your favorite beverage and join me as we delve into the world of cross-channel integration. So, why is cross-channel integration so important? Well, with the multitude of channels available today, it can be easy for your brand's messaging to get lost in the noise. By integrating your marketing efforts across various channels, you help to ensure that your messaging is consistent and coherent. This not only helps to amplify your brand's impact but also provides a seamless customer journey wherever they may encounter your brand. Consider this - a potential customer sees an ad for your product on social media. Intrigued, they decide to visit your website to learn more. But what happens if the messaging on your website is completely different from what they saw on social media? Confusion sets in, and trust begins to waver. This is where cross-channel integration comes to the rescue. By coordinating your messaging across channels, you provide a cohesive brand experience. When a potential customer encounters your brand on different platforms, they should feel like it's one unified entity. Whether it's your website, social media, email newsletters, or even traditional advertising, the messaging should align seamlessly. This alignment generates trust and instills confidence in your brand. But how do you achieve cross-channel integration? First and foremost, start by identifying your target audience and their preferred channels. Where do they spend most of their time? Do they prefer social media platforms like Facebook or LinkedIn, or are they more likely to engage with email? Once you have a clear understanding of your audience, you can tailor your messaging to suit their preferences. Another important aspect of cross-channel integration is data. Data is the fuel that drives effective marketing strategies. By leveraging data analytics, you can gain valuable insights into your audience's behavior and preferences. This will enable you to optimize your messaging and deliver targeted content across different channels. And don't underestimate the power of testing and experimentation. Every audience is unique, and what works for one brand may not work for another. Through A/B testing and experimentation, you can figure out what your audience connects with and refine your messaging accordingly. Keep iterating and adapting as you gather more data and insights. Now, let's talk about some of the benefits of cross-channel integration. First, it amplifies your brand's impact. By reaching your audience through multiple channels, you increase the visibility of your brand and reinforce your message. This enhances brand recall and recognition. Cross-channel integration also fosters a cohesive brand experience. As mentioned earlier, when your messaging aligns across channels, it creates a seamless and consistent experience for your audience. They feel like they're engaging with one brand, regardless of the platform they're on. This helps to foster trust, loyalty, and ultimately, drives conversions. Finally, cross-channel integration enables you to optimize your marketing efforts. By analyzing data from different channels, you can identify what's working and what's not. From there, you allocate resources and focus on the channels that yield the best results. It all comes down to maximizing your return on investment and driving growth for your brand. So now it's time for you to take action. Evaluate your current marketing efforts and identify areas where you can improve integration. Experiment, iterate, and keep refining your messaging. Remember, integration is the key to success in today's digital landscape. We'll see you next week!

Episode #33 - Principles of Effective Website Design

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover how to design engaging and conversion-focused websites that help you meet your marketing goals.. Everyone knows that a website plays a crucial role in shaping the first impression that people have of your brand. It's often the very first touchpoint between prospective customers and your business. So it goes without saying that your website's visual design and navigation should not only inspire trust but also clearly communicate the value proposition of your brand. Unfortunately, many websites - particularly those of small businesses - fall short in achieving these goals. In this episode, we're going to delve into the world of website design and explore some best practices that can help you create an engaging and conversion-focused website. I'll be sharing with you a set of guidelines that cover various aspects of website design to give you a solid understanding of how to implement these principles to revamp your existing website or get a new one off to a great start. Let's start by discussing the importance of layout. When it comes to web design, simplicity is key. You want to create a layout that is clean, uncluttered, and easy to navigate. Avoid overwhelming your visitors with an abundance of text, images, and flashy design elements. Instead, focus on organizing your content in a way that guides the user's attention and makes information easily accessible. This can be achieved through the use of clear headers, bullet points, and visually distinct sections. Let's next consider calls-to-action (CTAs). These are the prompts that encourage users to take a specific action, such as signing up for a newsletter, making a purchase, or booking a consultation. CTAs should be strategically placed throughout your website. Use contrasting colors or buttons that stand out. The language used for CTAs should be concise, persuasive, and action-oriented. Remember, the goal is to guide visitors towards the desired action, so make sure your CTAs are clear and compelling. Page length is another important consideration. Long gone are the days when people had the patience to scroll through endless pages of content. Nowadays, you need to plan for shorter attention spans because users expect to find the information they're looking for quickly and easily. Therefore, it's essential to keep your pages concise. Break up lengthy paragraphs into smaller sections, use subheadings to organize content, and consider utilizing accordions or toggle elements to hide non-essential information until it's needed. The use of images can greatly enhance the visual appeal of your website, but it's important to use them thoughtfully. Choose images that are high-quality, relevant to your content, and resonate with your target audience. Avoid using generic stock photos that can make your website look impersonal or like everyone else's. Additionally, optimize your images for web use to ensure they load quickly without compromising on quality. Speaking of content, how you present it on your website can make a significant difference. Break up your text with visually appealing elements such as bullet points, lists, and infographics. This not only makes the content more digestible but also adds visual interest to the page. Use headings and subheadings to guide readers through the information and make it easier for them to skim and find what they need. Load speed is a critical factor in website design. Nobody likes waiting for a slow website to load, and it can be a major turn-off for visitors. Optimize your website's performance by reducing the size of images, enabling browser cashing, and minimizing the use of plugins and scripts. Regularly test your website's load speed to ensure it's performing at its best. And, of course, being mobile friendly (or even mobile-first) is a must. To truly understand the impact of these design principles, it's helpful to look at examples of effective and ineffective websites. By studying successful websites in your industry, you can gain insights and ideas to implement on your own site. Conversely, analyzing poorly designed websites can help you identify common pitfalls to avoid. Pay attention to factors such as visual appeal, user experience, and how effectively the websites communicate the brand's value proposition. Whether you're giving your current website a facelift or starting from scratch, I hope these guidelines will help you create a site that captures attention, instills trust, and drives conversions. See you next time!

Episode #32 - Quick Tips for Better Landing Page Conversions

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover suggestions for how to optimize your website landing pages for higher conversions by focusing on copy, layout, mobile responsiveness, speed, and calls-to-action.. Website landing pages are super important when it comes to converting visitors into leads and customers. They're like the front door to your business, so you want them to make a great first impression. But sometimes, without proper optimization, these pages can fall a little flat. And that's never good for business. There are a few common issues that can get in the way of your landing pages' performance. Perhaps it's an unattractive design that doesn't grab visitors' attention. Or maybe the value proposition is unclear, leaving people unsure of what they'll get by sticking around. And let's not forget about the lack of trust signals – those little elements that help visitors feel safe and confident about sharing their information. But fear not! The good news is that even small tweaks can have a big impact on the conversion performance of your landing pages. You don't need to tear everything down and start from scratch. Instead, you can make incremental improvements that will gradually improve the effectiveness of your pages. In this episode, I'm going to suggest some quick but high-impact improvements you can make to your landing pages. We're going to focus on five key areas: copy, layout, mobile responsiveness, page speed, and calls-to-action. By making targeted adjustments in these areas, you'll be on your way to creating landing pages that convert like crazy. Let's start with copy. The words you use on your landing pages matter – a lot. You need to clearly communicate the value of your offer and why visitors should take action. Avoid jargon and complicated language. Keep it simple, compelling and on-point. And shorter is usually better so try using bullet points and subheadings to break up the text and make it easier to digest. And don't forget to include a strong and persuasive call-to-action that tells people exactly what to do next. Next up is the layout. A cluttered and confusing design can turn visitors off faster than you can say "bounce rate." Keep things clean and organized. Use whitespace to give each element room to breathe. Pay attention to the visual hierarchy – make sure the most important elements stand out and guide visitors toward the action you want them to take. And don't overload your page with too many distractions. Remember, less is more! Now, let's talk about mobile responsiveness. In today's mobile-centric world, it's absolutely crucial that your landing pages look great and function smoothly on smartphones and tablets. Test your pages on different devices and make sure everything is working as it should. Optimize your images and videos for smaller screens. And remember, mobile users typically have shorter attention spans, so that's another reason to keep your content concise and easy to consume while on the go. Page speed is another important consideration. Slow-loading pages can be a major turnoff for visitors. People want information fast, and if your page takes forever to load, your potential customers will move on to the next site. So be sure to optimize your images and code to reduce load times. You can also use caching and content delivery networks to speed things up. And don't forget to regularly test and monitor your page speed to ensure you're providing the best experience possible. Last but certainly not least, let's discuss calls-to-action (CTAs). These are the links or buttons that prompt visitors to take action – whether it's signing up for a newsletter, requesting a demo, or making a purchase. Your CTAs need to be clear, compelling, and prominently displayed. Use action-oriented language that creates a sense of urgency. Experiment with different colors and placement to see what works best for your audience. And always test and optimize your CTAs to maximize conversions. By implementing these straightforward tactics, you should be able to quickly boost the number of form fills, demo requests, and sales generated from your landing pages. These pages have the power to turn browsing visitors into loyal customers. And it's time to unleash their full potential!

Episode #31 - Grassroots Outreach Ideas That Get Results

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover some grassroots marketing ideas to give you affordable ways to generate some marketing buzz for your business. . Hey there! This time out, we're exploring the exciting world of grassroots marketing. You know, the kind that doesn't require deep pockets but still manages to create a buzz and boost brand awareness. Today, we're all about utilizing low-cost tactics that can have an authentic and genuine impact on your local audience. So, let's get right into it! First up, let's talk about partnership opportunities. One great way to generate community buzz is by teaming up with local businesses or organizations that share your target audience. By joining forces, you can leverage each other's strengths and reach a wider group of people. For example, if you're a fitness brand, partnering with a local health food store or gym can give you access to their customer base and vice versa. These are often win-win situations as both brands are bringing more value to their customers. Another great avenue to explore are local events and speaking opportunities. These can be goldmines for connecting with potential customers face-to-face. Look for local conferences, seminars, or even meetup groups that align with your industry or audience. By becoming a speaker or having a booth at these events, you can showcase your expertise, build relationships, and create a memorable brand presence. People usually enjoy meeting the faces behind the products or services they love and this is a great way to get in front of them! Now, let's talk about guerrilla PR stunts. These are fun and attention-grabbing tactics that can generate massive buzz for your brand. These can be anything from flash mobs to creative product placements. One classic example from decades ago is arguably a little shady but it was brilliant. A small business couldn't afford an ad in the local newspaper but they did their research and knew the neighborhoods they wanted to target. So the owner got a group of friends, armed them with copies of their flyer, and they trailed behind the newspaper delivery folks, inserting their flyers in the newspaper sleeve (this was back when people still got their newspapers delivered). It ended up being a fantastic way to reach their desired audience... and the company later ran big ads in the paper to make it up to them. Another truism - most everyone loves free stuff. By offering product samples or running contests with great giveaways, you can create a sense of excitement and exclusivity around your brand. Plus, when people try your product and have a positive experience, they're more likely to spread the word and become loyal customers. We could keep going but these are a few examples of grassroots marketing ideas that can help you generate community buzz and increase brand awareness without breaking the bank. I hope these sparks some ideas for you. And always remember, it all comes down to creativity, authenticity, and connecting with the right people in your local community. With the right guerrilla marketing tactics, you'll be able to make a genuine impact and create a lasting impression that will fuel word-of-mouth referrals for your business. Before I wrap up, I do need to point out that not every strategy will work for every business. It's important to identify what resonates with your customers and aligns with your brand values. Like all good marketing, experiment, track your results, and learn from both successes and failures. The key is to keep pushing the boundaries and finding innovative ways to connect with your local community. And that's it for today's episode. Remember, you don't need a big budget to make a big impact. So, get out there, get creative, and let your brand flourish in your local community!

Episode #30 - Maximizing Cliffhangers and Teasers

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover how to fuel engagement and generate curiosity with cliffhangers and teasers across various marketing content types.. Leaving audiences wanting more is a timeless tactic for fueling interest and engagement. In today's world, where we tend to have short attention spans but crave frequent content, this strategy becomes even more crucial. But how exactly can we achieve this? Well, in this episode, we're going to break down two tried-and-true tactics that have proven to be highly effective in compelling viewers, readers, and listeners to stay tuned for the next installment. These tactics are none other than cliffhangers and teasers. Now, before we get into the specifics, let's first define what makes a cliffhanger intriguing versus a frustrating dead end. When it comes to creating an intriguing cliffhanger, we need to tap into psychological principles that will keep our audience on the edge of their seats. The key here is to provide enough information to pique their curiosity and get them invested while holding out from giving them the resolution. By doing so, we create suspense and anticipation, making our audience eager for the next chapter. But if we fail to deliver on the expectations we've built, then we've effectively created a dead end that serves no one. Imagine watching a great TV show, only to be left with a disappointing and unresolved ending. It leaves you feeling unsatisfied and maybe even annoyed. As content creators, we need to be mindful of meeting the expectations we've set with our audience. We want to leave them wanting more, not feeling let down. Moving on to teasers, let's explore the right timing and placement to generate the maximum curiosity. Timing is key when it comes to teasers. We want to introduce our audience to what's coming next while they are still engaged and interested. The trick, however, is not to reveal too much as that would spoil the surprise. It's a delicate balance between giving them a taste of what's to come and keeping them intrigued enough to continue consuming our content. Some great, and not so great, examples of teaser campaigns usually occur around the Super Bowl where we get a "pre-commercial" ahead of the expensive ad that will come during the big game. Another important factor to consider is placement. Teasers need to be strategically placed in areas where our audience is most likely to encounter them. Whether it's at the end of a blog post, as a social media caption, or even within a video series or ad, we want to grab their attention and leave them wanting more. By doing so, we not only increase anticipation and discussions which encourage shares and conversions. These tactics are applicable across various marketing content types. Whether you're crafting, the cliffhanger and teaser techniques can be utilized to great effect. The art of leaving your audience wanting more is a powerful tool in driving engagement and ultimately achieving your marketing goals. Remember, in today's fast-paced world, capturing and retaining attention is more challenging than ever. By leveraging the power of cliffhangers and teasers, you can create content that not only stands out from the crowd but also leaves a lasting impression on your audience. So, don't miss out on this opportunity to elevate your marketing game.

Episode #29 - Ways to Boost Engagement on Social Media

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover ways to drive engagement on social media for brand awareness and lead generation on a limited budget.. Do you want to drive meaningful engagement on social platforms? Well, let's see what we can do to help! This week, we'll talk about some optimization strategies and tactics that can help you increase brand awareness and generate leads, even if you're working with limited budgets. Let's start with something fundamental - leveraging hashtags. Hashtags are a powerful way to reach a wider audience and increase your social media engagement. By using relevant and popular hashtags, your content becomes more discoverable. So it's worth doing your research to identify tags that align with your brand and target audience. You can even find free tools like All Hashtag or Display Purposes to help you get started. Another viable strategy is tagging influencers. Influencers have a dedicated following and can help amplify your content. By tagging relevant influencers in your posts, you position yourself to potentially catch their attention and, if they bite, you might get them to share your content with their audience. This not only increases engagement but also expands your reach to a whole new set of potential customers. Or you can combine old- with new-school marketing by running a giveaway or contest. Depending on what you offer, you can create a lot of buzz around your brand and spark conversations. People love the opportunity to win something, so if it's within your budget, make sure the prize is enticing and relevant to your audience. Encourage participants to engage with your content, such as liking, commenting, and sharing, to increase their chances of winning. This drives more interaction and helps spread the word about your brand. Of course, engagement is a two-way street. If you want people to interact with your content, you need to engage with them too. Start by asking questions in your posts to encourage your followers to share their thoughts and opinions. This not only shows that you value their input but also generates valuable conversations. And, to that point, it's important to respond to comments and messages promptly. This helps build a sense of community and fosters a relationship with your audience. Of course, this wouldn't be one of my podcasts without a plug to analyze your data which is essential for improving your social media engagement. If you pay attention to metrics such as likes, shares, comments, and click-through rates, you can identify patterns and trends to understand what type of content resonates the most with your audience. This allows you to focus on what works and refine your strategy accordingly. Another trick is using social media schedulers. These are tools that can save you time and streamline your processes by allowing you to schedule and publish your social media posts in advance. These tools often provides analytics to help you track your performance. There are plenty of great schedulers out there but two I'm using right now are Radar and PromoRepublic. And another product plug - consider Canva to create visually stunning content. It won't replace having a great graphic designer on your team, but if you have a tight budget, a free Canva account with access to their thousands of templates can be a huge help. And to close with another familiar theme - don't forget about the power of storytelling. People connect with stories, so try to incorporate narrative elements into your social media content. Whether it's sharing customer success stories, behind-the-scenes moments, or personal experiences, storytelling humanizes your brand and helps capture your audience's attention. So there you have it – actionable tactics to improve your social media engagement. Whether you're a small brand with limited budgets or a business looking to optimize your efforts, these strategies can help you drive meaningful interactions and achieve your social media goals. See you next time!

Episode #28 - Visual Storytelling in Marketing

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the use of visual storytelling in marketing to inform, inspire, and enhance your brand's narrative with compelling visuals.. Hey there! Let's paint a picture together. Today, we're diving into the wonderful world of visual storytelling in marketing. I'll be your guide as we explore how to create compelling visuals and weave a narrative that really speaks to your audience. So, grab a seat and get comfy because we're about to embark on a journey that will help you enhance your brand's narrative and make a lasting impression. Let's start by talking about the power of visual storytelling. We all know that a picture is worth a thousand words, right? Well, that's because our brains are wired to process visual information much faster than text. In fact, studies have shown that visuals can increase comprehension and retention by up to 400 percent. So, if you want to make a lasting impact on your audience, visual storytelling is absolutely the way to go. But how do you go about creating compelling visuals? Well, it all starts with understanding your audience and your brand. What kind of story do you want to tell? What emotions do you want to evoke in your viewers? Once you have a clear vision in mind, it's time to bring it to life through images and graphics. So first things first, let's talk about images. Whether you're using photographs, illustrations, or even infographics, the key is to choose visuals that resonate with your audience. Think about your brand's personality and values. Are you going for a sleek and modern look? Or maybe a more warm and inviting vibe? Whatever it may be, make sure your visuals align with your brand's identity. Next up, let's dive into the world of graphics. Infographics, for example, are a fantastic way to present information in a visually engaging manner. They can simplify complex concepts and make them more easily digestible for your audience. So, if you have some data or statistics that you want to share, why not turn them into a beautiful infographic? Now that we have touched on visuals, let's talk a bit about storytelling. Think of your brand's narrative as the backbone of all your marketing efforts. It helps create an emotional connection with your audience, making them more likely to remember and relate to your brand. But how do you go about crafting a compelling narrative? Well, first and foremost, it's important to understand your audience's needs, desires, and pain points. What are they looking for? What problems can your brand solve for them? By understanding your audience on a deeper level, you can create a narrative that truly resonates with them. And when it comes to weaving your narrative, remember the power of storytelling techniques. Think about the beginning, middle, and end of your brand's story. How can you captivate your audience from the very beginning and keep them engaged throughout? Think if there are any conflicts or challenges that your brand has overcome that you can highlight. These are the elements that will make your narrative compelling and memorable. But here's the thing: don't just tell your audience a story, invite them to be a part of it. Create opportunities for interaction and engagement. This could be through user-generated content campaigns, where your audience gets to share their stories and experiences with your brand. By involving your audience in the storytelling process, you're building a stronger connection and fostering a sense of community. And, returning to our theme, engaging your customer can help them to visualize the story you are trying to convey. Finally, let's talk about the importance of leaving a lasting impression. Whether it's through an eye-catching visual or a powerful story, you want your audience to remember your brand long after they've encountered it. Think about what sets your brand apart from the competition and highlight those unique qualities. Be consistent in your messaging and visual style, so that your brand becomes recognizable and unforgettable. So, there you have it!! The art of visual storytelling in marketing is all about creating compelling visuals, weaving a narrative that resonates with your audience, and leaving a lasting impression. Remember, visuals have the power to convey emotions and messages much more effectively than plain text. When we embrace the world of visual storytelling, we let our brands shine through thanks to the power of images and graphics. Thanks for listening and we'll see you next week.

Episode #27 - Easy DIY Market Research Techniques

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, Chris is going to talk about easy ways that marketers can quickly gain insights without breaking the bank.. Hey there, everyone! Today, we're exploring the world of market research and gaining customer insights. And the good news is that you don't need to break the bank or jump through hoops to get these valuable consumer and competitive insights. In fact, there are some easy, do-it-yourself tactics you can start implementing right now to glean those insights quickly. First up, let's talk about hosting a Facebook Focus Group. Facebook can be a goldmine for all kinds of information, including what your target customers are thinking and feeling. By creating a private group and inviting your ideal customers to join, you can facilitate discussions and learn about their pain points, preferences, and motivations. It's like having a virtual coffee chat with your audience, and the best part is that it won't cost you a penny. Just be sure to go in with a game plan to get the insights you're after. The next method on our list is analyzing social media comments and conversations. Social media platforms are great for gathering real-time feedback and insights. Pay close attention to the comments on your posts, as well as those of your competitors. Look for recurring themes, frustrations, or compliments. These insights can help you fine-tune your messaging and understand what resonates with your target audience. Another easy technique is creating free surveys using a tool like SurveyMonkey. These online tools allow you to design and distribute surveys easily. You can include multiple-choice questions, open-ended questions, and rating scales to really dig deep into your customers' minds. Ask about their buying habits, their pain points, and what they love about your products or services. The more you know, the better you can tailor your marketing efforts. Just be sure to be thoughtful in your design to make sure things are clearly written and there aren't so many questions as to overwhelm your audience. And while I appreciate that we live in a digital age, don't underestimate the power of good old-fashioned first-hand observation. Sometimes, just taking the time to observe how customers interact with your brand can provide valuable insights. Visit a physical store, if feasible, or observe the online shopping experience. See how customers navigate your website or how they engage with your products. Are there any pain points or areas for improvement? These firsthand observations can give you a fresh perspective and guide your marketing strategy. Next up, let's talk about interviewing your ideal customers. Sitting down for a one-on-one interview can provide profound insights into their needs and motivations. Prepare a set of questions that delve deep into their pain points, what problem they were looking to solve before discovering your brand, and how your product or service has made a difference. These interviews can be eye-opening and give you a direct line to your customers' minds. Last but not least, utilize review sites to gather insights. Websites like Yelp, Amazon, or TripAdvisor are treasure troves of customer feedback (though they can sometimes trend to the negative). Look for patterns in the reviews—what are customers loving? What are they hating? Are there any common complaints or suggestions for improvement? By analyzing these reviews, you can gather valuable insights to strengthen your marketing strategy. Now, it's important to note that these techniques may not be as scientific as formal research efforts, but they can still reveal meaningful patterns and opportunities. To help you get started, here are some key questions you can investigate: - What are your customers' pain points, and how does your product or service alleviate them? - What are the main factors influencing their purchasing decisions? - Are there any misconceptions or misunderstandings about your brand that need to be addressed? - How do your competitors compare in terms of customer satisfaction and loyalty? - What do customers love most about your brand, and how can you leverage that in your marketing? When it comes to analyzing the data you've collected, keep it simple. Look for common themes and patterns that emerge across the different methods you've used. Is there a recurring pain point that needs to be addressed? Are there any standout features that customers consistently rave about? By identifying these patterns, you'll be able to strengthen your marketing strategy and create targeted campaigns that truly resonate with your audience. So, there you have it - ways to understand your target buyers without breaking the bank. Remember, it's all about getting a little closer to your audience and fine-tuning your marketing strategy for maximum impact. Now go forth and uncover those insights! See you next time.

Episode #26 - Common Email Marketing Pitfalls to Avoid

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover common email marketing mistakes and how to avoid them for better marketing results.. Email marketing. It's a powerful digital channel with one of the highest ROI rates out there. But it's not that easy to get right. There are plenty of ways to mess it up if you're not careful. And trust me, you don't want to undermine your results especially with some easily avoided missteps. So, in today's episode, we're going to dive into some of the most common email marketing mistakes brands make. Let's start with our first foe - improperly segmented lists. Not all customers or prospects are the same, or will be interested in the same things. But by sending the same email to everyone, you're missing out on a huge opportunity to personalize your message and increase engagement. Take the time to segment your lists based on demographics, interests, or past interactions, and watch your open rates soar. Now, let's tango with a classic mistake - poor timing. It doesn't matter how great your email is if it lands in your subscriber's inbox at the wrong time. Pay attention to when your audience is most likely to be active and engaged, and time your emails accordingly. You can experiment or use analytics tools to get a better understanding of your audience's behavior and optimize your sending schedule. Some emails are great first thing in the morning. Others do well in the early evening. Do your best to meet your audience when they're ready for you. An obvious issue are unattractive templates but I'll take it a step further and call out designs that are optimized for desktop only. Companies are getting smarter about being "mobile first" and there's a reason. A majority of emails are now opened and read on smartphones. Make sure your emails look just as fabulous on mobile screens as they do on desktops, and you'll be golden. Now, let's talk about the length and layout of your emails. Imagine that you open an email and it looks like an unabridged copy of Moby Dick. No one has time for that and it's not going to be read! So keep your emails concise and to the point. Break up text with subheadings, bullet points, and visuals to enhance readability. Remember, people have short attention spans, so make every word count. And don't forget about the power of white space. It can work wonders in making your emails easy on the eyes. Now let's talk about on-brand design. Your emails should be a reflection of your brand's personality and style. Consistency is key. Use colors, fonts, and imagery that align with your brand. When subscribers open your email, they should immediately recognize it as coming from you. Building that brand recognition not only fosters trust but also helps create a strong brand image wherever someone encounters it. So don't overlook the importance of infusing your brand into every email you send. Now there are two last considerations - having good subject lines and calls to action. However, we've done episodes on each of those previously so I'll skip repeating them here and simply invite you to check them out as you have time. And there you have it - the common email pitfalls. By taking steps to avoid them, your email marketing performance will soar to new heights. Happy emailing!

Episode #25 - The 80-20 Rule and Why Focusing Your Efforts is Vital

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the 80 20 rule and how it can be applied to prioritize your marketing efforts for maximum results.. So, have you ever heard of the 80 20 rule? It's also known as the Pareto Principle, and it's a pretty interesting concept. Basically, it states that 80% of consequences come from just 20% of causes. Now, you might be wondering, what does this have to do with marketing? Well, it turns out that this principle can actually help us prioritize our marketing efforts for maximum results. Over the years, I've seen lots of businesses that spread themselves way too thin across every marketing tactic under the sun. They're trying to do it all, and it's just not working. But, here's the thing - research shows that it's actually better to double down on that key 20% that's generating the majority of your impact. In this episode, we're going to talk about how to identify that vital 20% for your business. And you know what? It all starts with data and metrics.... I know, I know, it might sound a little boring, but trust me, it's worth it. You see, data is like a treasure trove but of information. It can tell you so much about your marketing efforts and what's working and what's not. By digging into your data, you can start to uncover those areas that are really driving your results. Maybe it's your email capture strategy that's bringing in a ton of leads, or perhaps it's your social media contests that are creating a buzz. Once you've identified those key areas, then you can focus on them. And let me tell you, the returns can be absolutely spectacular. I'm talking about skyrocketing engagement, increased conversions, and a whole lot more. Let me give you a couple of examples to really drive this point home. Imagine you're running a small online store. You have limited resources, so you need to make every marketing dollar count. After digging into your data, you discover that the majority of your sales are coming from your email marketing campaigns. Instead of continuing to spread yourself thin across every marketing channel out there, trying to be active on social media or designing and placing ads in the local newspaper, you decide to focus the majority of your efforts on building your email list and crafting killer email campaigns, something you're already good at. By focusing on that vital 20%, you're able to make the most of your limited resources and drive significant results. Here's another example. Let's say you're a fitness influencer trying to build your personal brand. You've been posting across every social media platform, trying to be everywhere at once. But it's exhausting, and you're not seeing much traction. After diving into your metrics, you realize that your Instagram account is where you're really resonating with your audience. So instead of trying to be active on every platform, you decide to go all-in on Instagram. By focusing your resources, you improve your content game, engage more regularly with your followers, and start collaborating with other influencers in your niche. Before you know it, your follower count starts to skyrocket. This focus allows you to build a strong personal brand and gain significant visibility. So, how do you go about identifying your vital 20%? Well, it all comes down to data analysis and experimentation. Try different things and then dig into your metrics to see what's working. Then test different strategies to see what resonates with your audience. It might take some time and effort, but it'll be worth it. Once you've identified your key areas, devote the majority of your time, energy, and money to those areas that are really driving results. And don't be afraid to let go of the things that aren't working. Remember, it's all about focusing on that core 20% that's bringing in the majority of the impact. So if you're feeling overwhelmed by your marketing efforts, take a step back and consider the 80 20 rule. Identify what's performing and make that your focus. I think you'll be amazed at what you can achieve.

Episode #24 - The Power of Wow

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the concept of the "power of wow" and how it can create lasting impressions on consumers when used sparingly and unexpectedly.. So, let me take you back to a memory from my childhood. Picture this - a little Chris on vacation with the family at a hotel in Virginia. One morning, my brother and I ordered hot chocolates at the hotel's restaurant. Our eyes bugged out when those mugs came out loaded with a mountain of whipped cream! And even better? The waitress actually came over and added more once we'd gotten down to the hot chocolate. That simple act of going a bit above and beyond, of surprising us with extra whipped cream, left such an impression on my brother and me. For probably the next five years, we couldn't stop talking about that hotel and pestered our parents about going back. So, what does this childhood story have to do with marketing? Well, it perfectly captures what I like to call the "power of wow." It's that magical moment when a client or a prospect is completely caught off guard by something you've done or offered. It's when you defy their expectations, break the mold, and make them sit up and take notice. Suddenly, they're not just thinking about your product or service, but also about the value they've received. Okay. Let's be honest. There's usually a certain rhythm that we as consumers come to expect in our dealings. It's the familiar, the routine - we exchange our time and money for a product or service, and everyone's comfortable. But it's when that expected rhythm gets disrupted that things get interesting. When there's a surprise element, a twist in the plot, our minds become more active and engaged... and hopefully for the better. And here's the amazing part - this "wow" factor doesn't always have to be something with a monetary value. It could be incredible service that goes above and beyond like my favorite waitress of all time did for me and my youthful sweet tooth. Or it could be a highly polished and complete product offering that has anticipated my every need through great design and testing. Or, it could even be something as simple as a kind gesture. You know, like those warm, freshly baked cookies you get at check-in when you stay at a DoubleTree hotel. It's not always about the price tag, but it is about the unexpected delight. Now, with all this talk about the power of wow, it's also important for us to exercise caution. Why? Well, because too much of a good thing can quickly lose its appeal. That jaw-dropping surprise might become routine if it happens too often. Think about it - if every time you walked into a hotel, you were greeted with freshly baked cookies, it wouldn't be as special anymore, would it? (Though I'll admit that I still enjoy the cookie.) So, my advice to clients is to unleash their "wows" strategically. Save them for those significant moments, the times when something truly remarkable is happening or needs to happen. Don't waste your wow on something trivial. Instead, reserve it for when you want to make a lasting impact, when you want people to sit up, take notice, and remember you. A wow moment isn't just about the fleeting joy it brings. It's about making a memorable impression, creating an emotional connection, and building a relationship with your customers. It's about standing out from the crowd, leaving a mark that goes beyond the ordinary. So, my friend, remember the power of wow. Embrace those opportunities to surprise and delight your clients. And most importantly, use it wisely - as a tool to create lasting memories and build strong connections. Because in a world where routine and mediocrity often prevail, being the one who can deliver a wow has its own kind of magic. I'll see you next time!

Episode #23 - Hook 'Em With Great Headlines

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll discuss how to craft compelling headlines that capture attention, communicate relevance, deliver value, and convert readers for marketing success.. In this episode, I thought we'd talk about headlines. Headlines play a crucial role in your marketing efforts. They have the power to captivate your audience and compel them to click on your content. In fact, strong headlines can actually stop scrollers in their tracks and make them pause to read what you have to say. But what makes a headline strong? Well, first and foremost, it needs to clearly convey the essence of your content in a way that resonates with your target audience. Using keywords and specifics, such as numbers or named items, can help readers quickly grasp what your content is about. It's all about providing a snapshot of what they can expect to find. On the flip side, it's important to avoid vague hype words that don't communicate any real value. You want your audience to feel like they're gaining something by engaging with your content, so make sure your headlines deliver on that promise. Aside from conveying value, great headlines also have the ability to spark curiosity. By framing your content as valuable information that readers want to know or problems they need solved, you create a sense of intrigue. One way to achieve this is by asking thought-provoking questions that pique their interest. Or you can highlight the benefits they'll receive from consuming your content. The key is to speak directly to your readers' needs and make them feel like your content is tailored specifically for them. Now, here's a little secret: testing different headline options can greatly improve your chances of success. In the crowded digital space, it's all about finding what works best for your audience. So don't be afraid to experiment with different approaches and analyze the results. By A/B testing your headlines, you can gain insights into what resonates most with your readers and optimize your future content accordingly. Ultimately, headlines can make or break the engagement of your content. In a world where attention spans are shorter than ever, you need to craft your headlines purposefully. They should be attention-grabbing, relevant, valuable, and have the power to convert readers into consumers of your content. So, whether you're writing a blog post, an email subject line, or a social media caption, remember that compelling headlines are vital for your marketing success. They are the gateway to your content and that first impression will determine if someone clicks and reads or moves on to something else more compelling. In conclusion, when it comes to headlines, be strategic and intentional. Put yourself in your audience's shoes and think about what would make you click. Use keywords, specifics, and curiosity-inducing techniques to capture attention and communicate the value of your content. And never underestimate the power of testing and refining your headlines to optimize your marketing efforts. I hope you can put this advice to good use. I'll see you next week!

Episode #22 - Creating Your Own Prospect Email List

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll discuss the difficulties in finding email addresses for prospects while offering some of our favorite tools and plugins to help you overcome this challenge.. Email is still one of the most effective ways to reach prospective clients. It allows you to showcase your value and communicate your offerings in a personalized manner. However, finding the right email addresses can be a challenge. In today's session, I wanted to share some tools that we use at Carpe Diem Consulting Group to help our clients with this task. Let's start by addressing one common approach: buying email lists. While it may seem like a convenient solution, I personally have real reservations about its effectiveness. In most cases, the cost of buying these lists outweighs the benefits. Even if the quality of the list is decent, it has likely been sold and used multiple times. Additionally, these lists are not always targeted to the specific job titles or companies that you want to reach so I much prefer to build a custom list each time. Instead of purchasing email lists, consider using higher-end tools that specialize in finding emails. These tools employ various methods to provide you with verified email addresses. Companies like ZoomInfo, SalesIntel and Lusha are examples of firms that offer these services... though they can be pricey. There are smaller players in this space, such as Apollo and Snovio, offer a free plan that allows you to perform a limited number of look-ups per month. With these plans, you can gather around 20 to 50 contacts every four weeks. This can be a great starting point for those on a tight budget or who are doing very targeted outreach. Conversely, they offer reasonably-priced subscriptions that allow for more searched. For LinkedIn users, there are browser plug-ins available that can help you find email addresses. These plug-ins analyze the profiles you have pulled up or even your LinkedIn search results, and search for matching email addresses. This can save you time and effort when trying to locate contact information while leveraging the power of LinkedIn and its Sales Navigator offering. Some of the tools we've used include Wiza and Sales Q L. Even with all these tools, sometimes you just can't find that desired email address. In such cases, there are still more tools that can provide you with the email format used by businesses. These systems often provide a confidence level associated with the generated email format, allowing you to make educated guesses and infer your own address for the person you're trying to reach. Lastly, don't underestimate the power of a good old Google search. If all else fails, spending a few moments conducting a name, company, email search on Google can yield results. Many professionals have their contact information published through things they've written or conferences they've attended. It's usually worth a quick search. Remember, when using these tools to find email addresses, it's crucial to follow good business etiquette. Avoid spamming people and focus on providing value in your emails. Personalization and relevance are key to successfully reaching and engaging with prospective clients. So there you have it! A range of tools and strategies to help you find the right email addresses for your business outreach. Experiment with different approaches and see what works best for you. Happy emailing... and we'll see you next week!

Episode #21 - The Power of Pillar Content

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the concept of pillar content and how it can serve as the foundation of a powerful marketing strategy.. So this week, I wanted to talk about an aspect of content marketing, specifically pillar content. This is a strategy where you create valuable, informative, and engaging content to attract and retain your target audience. Pillar content can play a crucial role in this strategy by serving as the cornerstone upon which you build your broader content strategy. Pillar content refers to comprehensive and in-depth pieces of content that act as authoritative guides on specific topics or themes relevant to your industry or market. It can come in various forms, such as white papers, case studies, ebooks, long-form blog posts and much more. The key is to showcase your expertise and provide a deep understanding of the subject matter. Pillar content serves as a foundation for creating related and supporting content. This can include blog posts, infographics, videos, and more, all of which link back to your pillar content. This interlinking not only strengthens your website's SEO but also provides valuable resources for your audience. When it comes to creating your own pillar content, it's important to think about what areas you excel in or where you often find yourself explaining and helping others understand. It could also involve conducting research or surveys where new things are being learned. The goal is then to share your expertise with others and provide them with valuable information. When creating pillar content, it's crucial to focus on producing high-quality content. This could mean conducting thorough research, performing in-depth analysis, or adding visual elements. Additionally, having an engaging writing style can make a significant difference on how effective you are. The key is to offer comprehensive and up-to-date information to ensure that your pillar content is valuable and relevant. However, simply creating pillar content is not enough. You also need to have plans to promote and distribute your content effectively. There are various strategies you can use for this, including leveraging social media platforms, writing your own email newsletters, being a guest on relevant podcasts, or even offering to guest author on other popular blogs. A final consideration that many companies tend to forget – the power of repurposing and updating your pillar content. Your valuable content shouldn't be a one-and-done situation. Instead, you should continuously mine and refine it to keep it relevant and valuable. For example, you could update your research and publish a new version of it, or you could take an insightful case study and transform it into an infographic that others might find helpful as a guide. The possibilities really are endless when it comes to extending your pillar content. Pillar content really is a fundamental aspect of content marketing. It showcases your expertise and provides valuable information to your audience. By creating pillar content, you can build a strong foundation for your overall content strategy and attract and retain your target audience. A final tip. If you're struggling with what to write about, try jotting down what you did that day, focusing on problems you solved or a new client you brought on and how you won the business. Look for things that demonstrate the value you added and try using those as your inspiration. Until next time, have fun creating your content!

Episode #20 - The Value of Video

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the effectiveness of video marketing and how to incorporate visual storytelling into your marketing plans.. This week, we're going to talk about video marketing and why it has become so popular. Video marketing has gained immense popularity in recent years due to its effectiveness in capturing and retaining audience attention. It's no secret that videos are compelling and can emotionally connect with viewers. Videos are a way of visual storytelling, which helps make our content more dynamic and can create an emotional connection with the audience. When incorporating video into your marketing strategy, it's crucial to consider your audience. Take the time to understand their preferences and interests, and tailor your video content to address their pain points and deliver value. Remember, the more relevant your videos are, the better they will resonate with your audience. And there are different types of videos you can create. Explainer videos, product demos, testimonials, and behind-the-scenes footage all serve different purposes and play unique roles in your overall marketing strategy. Determine the type of video that best aligns with your goals and the message you want to convey. Video length is another important factor to consider. Shorter videos work well for social media platforms, where attention spans are typically less. On the other hand, longer videos can be used for in-depth tutorials or webinars. Regardless of your content's length, remember that you're still telling a story and need to have a clear beginning, middle, and end to keep your viewers engaged. As we all know, first impressions matter, and the first few seconds of your video are critical for capturing your viewers' attention. There are various ways to do this. Personally, I find asking a compelling question, showing something striking that captures attention, or posing a problem are all effective ways to grab a viewer. Moreover, there are emerging technologies that allow you to personalize your videos. This can be a great way to form a deeper connection with your audience. We'll close by discussing some final considerations when creating your videos. First, your videos should always include a call-to-action. Encourage your viewers to like, share, or comment on your video. This will help increase engagement and reach a wider audience. Next, accessibility is another crucial aspect to keep in mind. You might make your video more inclusive by adding captions. And be sure it is compatible across different devices and screen sizes to reach the broadest audience possible. Then, consider where your video will be distributed. Will it be on social media platforms like Facebook and Instagram, posted to YouTube, found on your website, or embedded in your email marketing campaigns? Deciding on your distribution platform will help you make other decisions about the length and format of your video. Lastly, analytics and optimization are essential. Measure the performance of your videos by tracking metrics such as view duration, click-through rate, and engagement. This data will provide valuable insights to help you refine your video marketing efforts and make data-driven decisions. By incorporating these considerations into your video marketing strategy, you can create compelling videos that captivate your audience, deliver value, and drive results. Start (or keep!) exploring the power of video marketing to engage your audience and boost your business. I'll see you next time....!!

Episode #19 - The Psychology of Color

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the importance of color psychology in branding and marketing.. So, this week, I thought we'd dive into a fascinating topic: the psychology of color. Colors have this amazing ability to stir up emotions, evoke feelings, and create associations in people. That's why understanding the psychology of color is crucial when it comes to our branding and marketing efforts. Color allows businesses to send messages and establish connections with their target audience, even on a subconscious level. It's quite interesting to see how colors are commonly associated with various emotions and meanings. Let's explore some examples: First up, we have red. It often represents passion, energy, and excitement. Think about how it's used in the branding of sports teams or fast food chains. But red can also signify danger or urgency, like those red warning signs you see on the road. Now what about blue? It's associated with trust, reliability, and calmness. That's probably why you often see it in the logos of financial institutions and tech brands. They want to convey a sense of security to their customers. Let's move on to green which is linked to growth, health, and nature. That makes it a perfect fit for eco-friendly and wellness brands. Picture a company that sells organic products or promotes sustainable living – chances are, their branding features shades of green. Lastly, let's look at yellow. This cheerful color is associated with happiness and optimism. It radiates positivity. However, yellow can also be a signal of caution or warning, as we see in traffic lights or caution signs. Of course, it's important to keep in mind that these associations may not be universal. The psychological impact of color can vary across different cultures and contexts. Take white, for example. In Western cultures, it represents purity and innocence. But in some Asian cultures, white is associated with mourning. So, understanding your audience and market becomes crucial when making color-related design decisions. And, as you know, many brands don't limit themselves to just one color. You can find some truly fascinating color combinations in marketing. There are even color theory principles, like complementary and analogous color schemes, that can be tapped into to create visually appealing designs. But it doesn't stop there. Colors have the power to influence user behavior as well. Studies have shown that the specific color of a button in a call-to-action element can impact click-through rates and conversions on websites. So, the strategic use of color goes beyond mere aesthetics. It actually shapes how consumers perceive and engage with a brand at a deep emotional level. As you work on your next design, consider the psychological impact of color in your marketing. Think about how you can use colors to build stronger and more resonant brand connections with your customers. It's not just about slapping on something you think looks good – it's about understanding the emotional language of color and speaking to your audience in a way that truly resonates with them. So, next time you're choosing colors for your brand or designing a marketing campaign, take a moment to think about the psychology of color. It might just be the key to creating a lasting impression and forging meaningful connections with your audience. Until next time!

Episode #18 - The Art of Storytelling

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the importance of storytelling in effective marketing.. Today's topic - storytelling - is one of my favorites and it's something we really focus on at Carpe Diem. Why? Storytelling is an incredibly effective way to market your product or service. It goes beyond the traditional methods of advertising and instead focuses on creating a personal connection with your audience. By telling a compelling story, you have the power to evoke emotions and make your marketing more memorable and impactful. So, what makes a good story? Let's break it down into four key elements. First, there's the relatable protagonist. This is likely your customer - the person your product or service is designed for. By making your protagonist relatable, you can instantly capture the attention of your audience and they will be more likely to engage with what you're sharing. Next, every good story needs a problem or challenge. Something your customer is facing, that your audience can empathize with. By identifying a problem that resonates with your target audience, you are showing them that you understand their needs and frustrations. Of course, every problem needs a solution. This is where your product or service comes in. By positioning your offering as the solution to your customer's problem, you are demonstrating the value you can provide. This is your chance to showcase what sets you apart from your competitors and why your audience should choose you. Finally, every story needs a resolution. This is the outcome or transformation that your customer will experience by choosing to work with you. Whether it's the success they achieve or the positive change they undergo, this resolution is what gives your story a sense of fulfillment and leaves a lasting impression on your audience. Now that you have a good story, you need to share it. And, just like with any marketing, you want to be careful that your storytelling isn't confined to just one channel. For your storytelling to be truly effective, you need to be consistent across all your marketing channels. This means your online presence, marketing collateral, and even the talking points that you equip your team with should all reflect the same cohesive storytelling strategy. By doing so, you create a unified brand image and message that resonates with your audience wherever they may encounter it. Now, let's talk about the importance of a call to action in storytelling. Every story needs a purpose, a goal. And that's where your call to action comes in. What do you want your audience to do after hearing your story? It could be as straightforward as making a purchase or signing up for a newsletter. Or perhaps you're aiming to get them to support a cause or take some other action. The important thing is to define your desired outcome in advance, so you can guide your audience towards it. By crafting a compelling narrative and incorporating a clear call to action, you can influence your audience's behavior and drive them towards the desired outcome. So, don't underestimate the power of storytelling in your marketing efforts. It allows you to connect with your audience on a deeper level, create a lasting impression, and guide them towards taking action. It's a skill that every marketer should develop and utilize to its full potential. That's why we love a good story so much. It taps into the emotions of your audience, creates connections, and makes your brand more memorable. Start harnessing the power of storytelling today and watch your marketing efforts soar to new heights. Until next time!

Episode #17 - The Power of A/B Testing

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the importance of A/B testing in marketing and how it can be used to compare two versions and improve decision-making with real data.. It's pretty interesting how marketing can sometimes seem like "magic," right? People often feel that marketing is one of those things that's hard to define and pin down. But just like any science, we can actually learn quite a bit by observing and experimenting. And that's where A/B testing comes into play in our marketing efforts. Now, if you're not familiar with the term, A/B testing is essentially creating two versions of something and comparing their performance to see which one does better. For example, you might have two email series and test them out to see which one resonates more with your audience. I recently did something similar for a client. Here's what we did. After deciding on the overarching theme and messaging for the campaign, I created two sets of email series, each focusing on the same general topics. The two sequences were each sent to about 50 prospective clients. We made sure to assign the groups randomly to get the most accurate results possible. We monitored the campaigns and were watching closely to see which subject lines got the better open rates and which email messages got the best reactions. That informed what we then did for the next round of outreach. Thankfully, there are plenty of outreach automation tools available today that allow us to do this kind of testing. And some of the more advanced ones even monitor the results for us and automatically send the better-performing messages to more users. How cool is that? Regardless of the method we choose, the important thing to understand about A/B testing is that it's a crucial tool for business. It helps us take away some of that "magic" from marketing and replaces it with real data. And with that data, we can make better, more informed decisions. Ultimately, marketing is all about understanding our audience and knowing what resonates with them. Sometimes, we think we've got it figured out, but the truth is, we can't always predict what will work best. That's where A/B testing really shines. It allows us to experiment and gather valuable insights about what our audience prefers and then continue to get better. And it's not just limited to emails. A/B testing can be applied to various aspects of marketing, like landing pages, ad designs, social media posts, and even product features. The possibilities are endless, really. Now, A/B testing isn't a guaranteed path to success. It doesn't always give us clear answers, and sometimes the results can be inconclusive. But that's the beauty of it. We learn from both the successes and the failures. We gain insights that help us iterate and improve our marketing strategies over time. In short, A/B testing allows us to put our assumptions to the test. It challenges our preconceived notions and forces us to rely on real data rather than guesswork. This, in turn, leads to more effective marketing campaigns and better results for our clients. So, next time you find yourself scratching your head, wondering what's working and what's not, remember the power of A/B testing. Embrace the opportunity to experiment and gather insights and real data. And most importantly, embrace the chance to enhance your marketing efforts and make more informed decisions. Good marketing shouldn't rely on guesswork or magic tricks. Rather, we should use the tools and techniques available to us to uncover the strategies that truly resonate with our audience. And A/B testing is definitely one of those tools that can help us do just that. Have fun getting smarter and trying this out in your own marketing efforts. Until next time...!

Episode #16 - Write Better Call-To-Actions

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the importance of calls-to-action in marketing copy and their role in converting prospects into clients.. This week, we're going to talk about a really important aspect of your marketing copy. Calls-to-action, or CTAs, serve as an invitation to the reader to take action. They are strategically crafted statements that aim to educate, inspire, or create a sense of urgency within your target audience. By incorporating CTAs into your marketing materials, you can guide your audience along a journey that transitions them from being unaware of your product or service to becoming enthusiastic supporters of your brand. CTAs play a vital role in ensuring that your well-written copy does not fall flat. Oftentimes, individuals may be unsure of what action to take after reading your marketing materials, and a well-crafted CTA provides them with clear direction. It serves as a prompt, encouraging them to actively engage with your brand and take the next step in their customer journey. To maximize the effectiveness of your CTAs, there are certain principles to keep in mind. First, CTAs should utilize action verbs that prompt immediate engagement. By using words such as "buy," "register," "subscribe," or "discover," you create a sense of urgency and emphasize the desired action. Additionally, CTAs should provide a sense of value to the reader. By highlighting the benefits or rewards they can obtain by engaging with your brand, you enhance their motivation to take action. In your digital marketing, CTAs can also be hyperlinked to websites, forms, or email addresses, enabling users to conveniently move on to the next step in their journey. By incorporating these clickable elements, you facilitate a seamless transition from engagement with your marketing content to interaction with your brand's online presence. Similar to the rest of your copy, CTAs should be subject to continuous testing and optimization. By trialing different variations in wording, color schemes, size, and placement, you can determine which CTAs are most effective in driving engagement and conversions. It is essential to regularly evaluate and refine your CTAs to ensure they remain relevant and compelling in an ever-evolving marketing landscape. In summary, a call-to-action serves as an invitation to your audience, urging them to progress towards becoming a valued client. By strategically implementing CTAs that use action verbs, create a sense of urgency, convey value, and incorporate clickable elements, you can guide and motivate your audience to take the desired actions that will ultimately lead to a mutually beneficial relationship between your brand and its customers. So act now! And start levelling up your use of CTAs in your marketing.

Episode #15 - The Power of Testimonials

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the power of soliciting customer reviews and how they can be used as a marketing strategy to build credibility across various channels.. When it comes to crafting an effective marketing campaign, there are numerous strategies to consider. However, one of the most effective methods is to incorporate customer reviews and testimonials into your messaging. These genuine statements from satisfied customers carry an unparalleled level of authenticity that cannot always be achieved through traditional marketing copy. For businesses, the process of obtaining good reviews is relatively straightforward. First and foremost, make it a priority to provide customers with an opportunity to leave reviews. If you sell products or services online, chances are your sales platform already includes a built-in feature for collecting feedback. In other cases, you may need to actively solicit comments from customers. This can be accomplished through automated outreach programs that integrate with your Google Business Profile or other internal tracking systems. Alternatively, you might have a more informal feedback system in place where clients are asked to provide reviews, maybe after a successful project or other event trigger. Regardless of the method you choose to gather feedback, it is crucial to recognize its importance in your overall marketing strategy and to be disciplined about soliciting it. It goes without saying that less-than-glowing reviews can highlight areas where improvements are needed. Embrace these opportunities to rectify any issues and address customer concerns. Conversely, for those glowing 4 and 5-star reviews, the next step is to determine how you will utilize them effectively. Positive feedback can and should be showcased on your website and incorporated into your marketing materials, with the permission of the clients involved. If you need to edit the testimonials for brevity or clarity, it is good practice to seek approval to ensure you have preserved the essence of their comments. Favorable feedback can be leveraged across all your marketing channels. Whether it's through print advertisements, online campaigns, or social media promotions, the power of positive client comments should not be underestimated. Doing this serves multiple purposes. Firstly, they establish credibility for your brand. When potential customers see positive endorsements from real people, it instills trust and confidence in what you are offering. Moreover, testimonials provide social proof, allowing potential customers to envision themselves benefiting from what your business offers. They help potential customers connect emotionally by demonstrating the positive experiences others have had, thereby increasing the likelihood of a conversion. Additionally, customer reviews and testimonials provide insights into the aspects of your business that resonate most with your target audience. By finding the common themes and attributes highlighted in the feedback, you can gain valuable market intelligence. This information can then be used to refine your marketing messages, enhance your products or services, and better cater to the needs and desires of your customer base. Lastly, showcasing customer testimonials demonstrates your commitment to customer satisfaction. It illustrates your willingness to listen, address concerns, and continuously improve based on customer feedback. This not only enhances your reputation but also fosters loyalty among existing customers and encourages new customers to choose your brand. To wrap up, harnessing the power of customer reviews and testimonials is an effective marketing strategy that provides authenticity, credibility, and valuable insights. By actively soliciting feedback and leveraging positive testimonials across various marketing channels, you can attract new customers, build trust, and strengthen your brand's reputation. So get out there and ask for that feedback. See you next time....

Episode #14 - How Much Social Media Is Enough?

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover what engaging in social media really means... and how it's actually easier than you may think.. This week, we'll talk about ways to be active on social media as this is a crucial aspect of building a strong online presence. In addition to simply posting content, it is important to actively engage with followers by responding to their comments, asking questions, and even trying interactive tools like polls and contests. By doing all of this, you establish a sense of community and show that you value audience feedback and opinions. And even better - it takes some of the burden of content creation off of your shoulders. One effective strategy for engaging with followers is to respond promptly and thoughtfully to their comments and messages. If you're a business, acknowledging feedback and providing helpful responses can demonstrate attentiveness and a commitment to customer satisfaction. If the posts are more personal in nature, this shows that you're engaged and will encourage more people to take part in the conversation. Also, be sure to leave the door open for interaction. Some run polls. Others pose questions. And still others will intentionally tag people that they'd like to see respond. In all of these cases, tread a little carefully and even arrange in advance for others to respond if you can as you want to show interest and activity to keep people engaged. However you choose to engage on social media, it is critical that you be helpful and real. While it is important to maintain a professional tone, displaying authentic personality and empathy can go a long way. Avoid generic or automated responses, and strive to provide personalized and genuine interactions. This will make your audience feel valued and appreciated and it'll encourage them to come back. In addition to direct interactions with individuals on your own content, it is also important to foster engagement within the broader social media community. This can be achieved by actively participating in relevant conversations and discussions, joining relevant groups, sharing valuable content from other sources, and highlighting the work of influencers or partners in your industry. By showcasing your knowledge and providing valuable resources, you position yourself as a trusted authority within your area of expertise and can attract a wider audience. Finally, let's touch on the numbers. Monitoring social media metrics and analyzing engagement data is really important in order to assess the success of your engagement efforts. By regularly reviewing key metrics such as reach, engagement rate, and sentiment analysis, you can gain insights into the effectiveness of your strategies. This data can inform your future decisions and help you refine your approach to engagement, ensuring that your efforts yield meaningful results. To sum up, successful social media engagement involves not only posting original content, but also actively interacting with your audience. Thankfully, there's lots of ways to do this - responding in a timely manner, asking questions, running polls and seeking out other content and comment on it. And do all of this while being helpful and genuine as that can help you build a thriving online community and foster strong relationships with those you're connected with. Remember, social media offers a unique opportunity to connect with your audience on a more personal level, so make the most of it by engaging with your followers in a professional yet relatable manner. I'll see you next time!

Episode #13 - Invest In Your Thought Leadership

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the concept of "thought leadership" and the value of creating original content to showcase your expertise and ways to overcome barriers such as content ideation and time constraints.. "Thought leadership" is a term often used by marketers and other professionals to describe the act of producing original content that showcases one's knowledge and expertise on a specific topic. Essentially, it's about establishing oneself or one's brand as a leader or authority in a particular field. When I discuss the idea of thought leadership with my clients, I often encounter two common concerns. First, some clients feel uncertain about what they might talk about. Second, many claim they simply don't have the time to commit to creating thought leadership pieces. While both of these concerns are valid, they should not be viewed as insurmountable obstacles. Let's address each concern separately. Quite often, clients who claim to have no idea what to talk about actually have plenty of ideas. The problem lies in getting started and facing a blank slate. Thankfully, there are various strategies to overcome this hurdle and ignite the process of generating ideas. One method I've found to be effective is to start an email to yourself when you are driving home and use the speech-to-text function to record your thoughts on the day's events. This practice often reveals interesting topics or insights that can be expanded upon later. Alternatively, if time is of the essence, you can turn to generative AI tools to help come up with ideas. However, my advice is always to use these tools as aids for inspiration, rather than relying on them to write your entire piece. This is YOUR voice and expertise we're looking to showcase. The other issue of not having enough time is a valid concern that resonates with everyone. However, it helps to view thought leadership pieces as a long-term investment. This can make it easier to carve out time for writing. Finding a regular time slot that works for you, be it early mornings or maybe quiet Sunday afternoons, can help establish a writing routine that eventually becomes a habit. And viewing this as an investment in your business will help you stick to it. This leads to my final point: the importance and value of producing quality thought leadership pieces. Regardless of the industry you are in, customers choose to work with you because they recognize the value of what you offer and believe that you have the ability to solve their problems. Whether you're a plumber, an accountant, or even a marketer, establishing yourself as an expert in your field can greatly benefit your business. When writing, think about things that can inform and educate, helping your audience to become smarter. By consistently producing thought leadership content, you create a virtual library of resources that are accessible 24/7 for people to engage with. And then make your content widely available by placing it prominently on your website, sharing it on social media platforms, and submitting it to third-party aggregator sites. You want to cast a wide net to maximize the visibility of your content and expertise. The bottom line is that thought leadership is a powerful strategy for establishing yourself or your brand as a leader in your industry. Overcoming hurdles like idea generation and time constraints may seem challenging, but they are not insurmountable. And the benefits of thought leadership are numerous, allowing you to showcase your expertise, attract clients, and build a repository of valuable resources. So start setting aside time for thought leadership and watch your influence and credibility grow. Stay tuned for our next episode, where we'll share more practical marketing strategies to help you thrive. Until then, go have some fun becoming a thought leader.

Episode #12 - Gated or Ungated Content

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll talk about the differences between gated and ungated content, discussing their effectiveness and how they can help achieve different goals for your business.. Today, we're going to delve into the topic of gated content. Gated content refers to valuable information, such as white papers, case studies, infographics, or book chapters, that companies require individuals to provide basic information in order to obtain. This typically includes at least a name and email address, although sometimes more information is requested. The debate surrounding gated versus ungated content can be summarized as follows: proponents of gated content argue that it is a small price to "pay" in exchange for valuable information. Furthermore, gating content allows companies to track potential leads and expand their prospect list. On the other hand, proponents of ungated content believe that quality content will naturally attract potential clients and that by not requiring any information in return, it is more likely to be seen by a wider audience. Both arguments carry merit, and there isn't necessarily one right answer. The choice between gated and ungated content depends on your specific goals, whether that's lead generation or brand awareness. Gating content certainly generates potential leads, but it's important to note that conversion rates are generally low, typically ranging from 1% to 2%. Consequently, the majority of leads generated through gated content might not translate into actual customers. However, the advantage is that you do obtain the contact information of the small percentage who could potentially convert. Conversely, the goal of ungated content is to reach as many people as possible. The theory behind this strategy is that by providing valuable and easily accessible content, individuals will be drawn to engage with you. However, the success of this approach relies more heavily on faith and less on direct lead tracking. Ultimately, the effectiveness and appropriateness of both models depend on the circumstances. Personally, I tend to favor using more ungated content to remove barriers, especially when I am focused on raising awareness. However, for clients with established brands or highly-qualified traffic, using a form to provide access to premium content can be an effective way to convert casual browsers into paying customers. Thanks for joining us and stay tuned for our next episode where we'll share more practical marketing strategies to help you thrive. Until then, go have some fun putting what I've shared into practice to help your business grow.

Episode #11 - Crafting the Best Subject Lines

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover one of the most crucial aspects of email marketing - writing a great subject line.. Hey there everyone! Today, let's dive into a topic that we all deal with on a regular basis: email outreach messaging. And more specifically, let's talk about the unsung hero of email communication - the subject line. Believe it or not, approximately one-third of all emails get opened solely because of the subject line. That's right - if your subject line isn't captivating enough, your emails might end up being ignored and your message, no matter how awesome it is, won't ever have the chance to be read. So, let's make sure our subject lines shine with some of the current best advice out there. First, keep it short and sweet. Research has shown that shorter subject lines tend to perform better. Aim for about three to four words if possible. I know it sounds tough, but trust me, it's worth it. Especially when you consider that a majority of emails are viewed on mobile devices with smaller screens. You want to make sure your subject line doesn't get cut off and loses its impact. Now, this might seem obvious, but it's worth mentioning. Please, avoid leaving your subject line blank. Seriously, don't do it. It's like leaving a blank canvas for your recipient, and that doesn't bode well for open rates. In fact, open rates fall by over one-third when there's no subject line. So, let's not sabotage ourselves before we even hit send. Next, let's talk about using the right case. There seems to be something of a trend right now in using all lowercase subject lines. However, studies have shown that they actually perform worse. So ditch the all lowercase approach if you want to increase your chances of getting those emails opened. It's a small change that can make a big impact. Now, here's a red flag to avoid - using phrases like "quick question." They have become all too common in unsolicited messages from strangers, and people have caught on. So, if you want to be taken seriously and avoid being labeled as just another spammy email, steer clear of this particular phrase or ones like it. Instead, try to be more specific and intriguing in your subject line to capture your recipient's attention. Before we wrap up, I want to give a shoutout to our friends at Reply dot eye-oh for the amazing research they conducted. They analyzed literally millions of emails sent through their systems each month, and their findings have been invaluable in putting together today's episode so a big thank you to them for providing us with some solid insights into email subject lines. Remember, the subject line is your golden ticket to getting your emails opened and read. By keeping it short, not leaving it blank, using the right case, and focusing on making it relevant, you're setting yourself up for success in the world of email marketing. Stay tuned for our next episode, where we'll share more practical marketing strategies to help you thrive. Until then, have fun experimenting with what we've shared today and watch your open rates soar!

Episode #10 - The Best Marketing Tool? Your Delete Key

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable strategies to take your marketing efforts to the next level. If you're looking to move beyond strategy and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover why aggressively trimming down your writing can result in a tighter message and better clarity for your audience.. Hey there! I'm Chris Spanier, founder of Carpe Diem Consulting Group, and welcome to "Practical, Actionable Marketing," where our mission is to help businesses like yours implement effective marketing plans every single day. So today, I wanted to talk about what I think is one of the best tools to use when it comes to writing marketing copy, or really anything for that matter - your delete key. When I sit down to write a first draft, I often find myself putting down more than is really necessary. I try to capture every single thought and concept that comes to mind. And sometimes, surprisingly, it all hangs together pretty well. But here's the thing - stopping at that point is usually a mistake.... Writing is a lot like gardening. Your ideas, just like a plant or tree, may go in different directions, but you have the power to shape the conversation and make it fit the general form you want. And, just like a good gardener knows the value of pruning, we need to do the same with our writing.... But you need to be disciplined, approaching your own editing with objectivity and detachment. Too often, I find myself falling in love with a phrase or an idea, making it hard to let go. But when I take a step back and look at the bigger picture, I often realize that my beloved idea doesn't fit in or may even detract from the overall story. So here's my advice for today. Take a piece of marketing content that you're currently working on - it could be a flyer, a webpage, a case study, or even an email - and break it down into its component paragraphs. Now, shuffle them around to help you detach from the narrative you're trying to tell. Pick one at random and ask two important questions:... First, what is the purpose of this paragraph? And second, which parts of it don't contribute to that objective? By doing this, you'll be able to pinpoint the parts that may be unnecessary and can be cut.... Or if that's proving difficult to do, try removing entire sections at random and re-read the shortened version. If your message still comes across effectively, you can likely lose the excess language. ... Remember, the old saying goes, "less is more," and that's especially true when it comes to writing. Often, by deleting extraneous information, we create more impact and give our audience a clearer, more concise message. So, next time you're working on a marketing piece - or really any other form of written content - don't forget the power of your delete key. Embrace the art of pruning to refine your work. It may feel challenging at first, but in the end, you'll be left with a stronger, more compelling message that resonates with your audience.

Episode #9 - You Need a Brand Guardian

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable strategies to take your marketing efforts to the next level. If you're looking to move beyond strategy and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the importance of having a brand guardian for maintaining brand consistency and materials, and discuss the essential traits you want to look for.. Hi. I’m Chris Spanier, founder of Carpe Diem Consulting. In today's episode, we're going to dive into the value of having a brand guardian. Now, we have and will talk about branding in other episodes, but this time we're focusing on the importance of having someone who can act as the final judge and jury for whether a new marketing idea or brand application fits. Many companies invest a significant amount of money in developing a brand guideline document. This document is incredibly useful as it defines all aspects of your brand, from colors and fonts to the appropriate and inappropriate uses of your brand, different applications, and so much more. But here's the thing. Just like any corporate document, it's only as good as its implementation. And that's where having a brand guardian becomes vital. So, what exactly does a brand guardian do? Well, in a nutshell, their role is to ensure that the brand guidelines are being followed. They become the go-to resource for anyone within the company who has questions about whether something is appropriate or not. They wield both authority and responsibility to make sure that your brand is being represented correctly and consistently across all touchpoints.

Episode #8 - Good's Better than Perfect

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable strategies to take your marketing efforts to the next level. If you're looking to move beyond strategy and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the importance for marketers of not getting hung up on trying to find perfection but rather being willing to try new things, learn from them and to continually get smarter.. Hi again. I'm Chris Spanier, founder of Carpe Diem Consulting Group. You know, in the very first episode of Practical, Actionable Marketing, there was this quote I shared from a wise marketer that has stuck with me. They would tell us - "fail fast, learn fast, then try again." And that quote sums up the theme of today's episode - that being good is actually better than being perfect. And why is that? Well, perfection frankly takes way too long to get to. When you talk to a marketer, we'll often go on about A/B or even multivariate testing. These techniques are all about trying out multiple things to see what really resonates with an audience. This is important as it embraces the fact that our knowledge is incomplete. We understand that the best way to learn is often by taking action, by trying something out. But we do it in a way that minimizes risk while still giving us opportunities to get smarter. Let me give you an example. Let's say you have two very different themes in mind for your next email outreach campaign. What you can do is select two audience samples that are statistically sound and then run both themes, each to a random audience. You then monitor the results to see which one performs better. Boom! You're now smarter thanks to this little experiment and its real-world results. It's funny how marketers sometimes have this reputation as the creative artsy people of the business world. You know, the ones who work their magic and no one can explain how they do it. But here's the truth - the best marketers I know are actually equal parts creative magicians and data analytics wizards. We're constantly creating, trialing, and learning. And as a result, we're always getting smarter. So the next time you find yourself stuck, trying to figure out what the best course of action is, do me a favor. Take a look at a clock. If you've been debating something for more than 5 or 10 minutes, just stop. Seriously, stop right there. Instead of wasting time overthinking, figure out something that will actually help you get smarter and go do it. Because here's the thing - taking action is where the real learning happens. It's through the process of doing - of trying - that we gain valuable insights. And sure, there's always a chance that things might not go as planned. But you know what? That's okay. Because every failure, every misstep, is an opportunity to learn and improve. So embrace imperfection, my friends. Embrace the fact that you won't always have all the answers. And remember, good is better than perfect. Because good gets you started. Good helps you learn. And good keeps you moving forward. So go out there, take action, and get smarter with every step you take.

Episode #7 - Simple Trumps Creative

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable strategies to take your marketing efforts to the next level. If you're looking to move beyond strategy and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the value of plain talk in marketing and how simplifying messages can lead to more effective communication.. Hey there! I'm Chris Spanier, founder of Carpe Diem Consulting Group, and in our latest episode, I wanted to dive into a topic that often sparks debate among marketers—whether to be creative or straightforward in our messaging. Now, don't get me wrong, I fully appreciate the power of creativity in our field. However, after careful consideration and more than a couple missteps, I've come to the conclusion that usually, it's the simpler, more plain-spoken approach that wins out. One person I really admire in the world of usability is Steve Krug, the author of "Don't Make Me Think." While Steve primarily focuses on website usability, I believe his core principle applies to marketers as well. In his book, he uses Amazon as a shining example of a complex platform that just works because of its logical and straightforward design. Back in the day, there was an idea that websites needed to have everything within just two or three clicks. Steve challenged this notion, highlighting that as long as it was obvious to users where to click next, the number of clicks wasn't a major consideration. Amazon embodies this philosophy, and look where it's gotten them — an all-encompassing shopping empire that offers virtually everything ever created! And so, my friends, I humbly suggest that marketers should follow suit. Let me give you a practical example to illustrate my point. Which statement do you think is more effective: "Our detergent removes the toughest stains" or "Our leading-edge formula breaks down difficult-to-treat stains, leaving your clothes looking fresh and new"? Both convey essentially the same message, but the second one requires more effort to understand and engage with. Now, if you're introducing something radically new or different, that additional effort might be worth it. But if you're not bringing anything groundbreaking to the table, I honestly believe that simple generally trumps creative. Here's a little exercise for you. Take a moment to review your recent marketing efforts—whether it be an ad, a post, or an entire campaign. If possible, look at it with fresh eyes, forgetting all the knowledge and assumptions you have about your product. Then ask yourself this question: Does this quickly and clearly convey what we offer? If your answer is a hesitant "no," then it might be time to put in some work to simplify. In the end, my friends, it's all about making it easy for your audience to understand and engage with your message. So, let's strive for clarity, simplicity, and effectiveness in our marketing endeavors. Trust me, your audience will thank you for it!

Episode #6 - Start With the Ending

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable strategies to take your marketing efforts to the next level. If you're looking to move beyond strategy and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover how starting with the desired end in mind can lead your team to finding creative solutions on how to get there... Hi again! I'm Chris Spanier, founder of Carpe Diem Consulting Group, and welcome back to "Practical, Actionable Marketing," where our mission is to help businesses like yours implement effective marketing plans every single day. I thought for this episode it might be enlightening to go back to one of my first professional disasters. I was working for a small start-up and we were launching a new product which needed to be a success as our original offering was losing steam and we were in desperate need of our "next big thing." Our development team came up with an amazing product, and it was up to my marketing team to create a campaign that would catch the attention of the industry press. We put together a solid plan and presented the budget to our company leadership... who promptly shot us down and offered a mere 10% of what we were asking for. We allowed ourselves a few moments to wallow in self-pity. But then we pulled ourselves together and got to work. I ran an exercise with my team that I laughingly called "help me remember." I gathered everyone together and explained that it was a year in the future, and that our new service had been successfully launched for many months. I reminded them that it was a year ago when we received the devastating news about the budget but that we overcame it and still crafted an incredible campaign. "But," I asked them, "remind me how we got here?" My team graciously humored my little game, and we began to brainstorm ideas based on the limited budget we now had. Not every idea was a winner, but many had a lot of potential. The mood in the room shifted from depression and frustration to one filled with smiles and creative solutions. It was amazing how starting from a point of assumed success and then working our way backward allowed us to discover untapped possibilities. We found solutions in places we had never even considered before. This approach of beginning with the end goal in mind and then reverse-engineering our path can be applied to various aspects of business. Marketing, in particular, can benefit greatly from this kind of thinking. By envisioning the desired outcome and then examining how we can reach it, we are often able to uncover innovative strategies and solutions that aren't always obvious at the start. When you have a clear vision of where you want to end up, it's easier to come up with step-by-step plans and tactics to get there. It's like solving a puzzle in reverse. Instead of starting with scattered pieces and trying to fit them together, you start with the complete picture and work backward to figure out how to assemble it. By challenging our assumptions and embracing creative thinking, we were able to maximize the impact of our limited resources. We leveraged our creativity, ingenuity, and determination to create a campaign that surpassed everyone's expectations. And guess what? It actually worked! Our campaign garnered attention from the industry press, and our new product became a hit. This experience taught me the power of starting with the end in mind. It demonstrated that limitations can be overcome with a little resourcefulness and a lot of creativity. So, whether you're facing budget constraints, time limitations, or any other type of challenge, remember to envision the end goal and work backward. You might just surprise yourself with the solutions you come up with.

Episode #5 - A Simple Way to Make Complex Decisions

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable strategies to take your marketing efforts to the next level. If you're looking to move beyond strategy and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we go a little broader with a simple decision-making method that helps you make the best decisions possible, whether marketing-related or not.. Hi again! I'm Chris Spanier, founder of Carpe Diem Consulting Group, and welcome to "Practical, Actionable Marketing," where our mission is to help businesses like yours implement effective marketing plans every single day. Today, I wanted to share with you a really simple method for making decisions. This works in marketing but can also be applied to any part of your life where you face a complex decision. This technique involves creating a decision matrix, which is basically a structured way of evaluating your options based on your requirements and how well each option performs. Let's break it down step by step. First, start by listing out all your requirements. If it's a big list, I find using a spreadsheet makes this a lot easier. For instance, if you're considering different marketing channels, you might list things like cost, reach and audience. If it's a more complex decision, you can certainly group things under broader headings as well. Once you have your requirements organized, you need to determine if each requirement is a "Must" or a "Want." If it's a "Must," move it to the top of your list in a separate section. If it's a "Want," assign it an importance score on a scale of 1 to 10, with 10 being the most important. Remember, this isn't a ranking, so you can have multiple requirements with the same score. Just be realistic about the importance of each requirement relative to the others. And if you're doing this in a group setting, recognize that not everyone will necessarily have the same requirements or view them with the same level of importance. In such cases, it's best to include everyone's suggestions and maybe merge similar ones into a single requirement. Then let the group vote to determine importance. For scoring, what's crucial is agreeing on the "Musts." This may require discussion and compromise, but groups can usually come to a consensus here. An option being considered either makes the cut or it doesn't. However, when it comes to the "Wants," personal biases can come into play. If agreement can't be reached even after discussion, simply use an average score to reflect the differing opinions. Your making the compromise should not have a significant impact on the final decision. Next, gather information about each option. There are many ways to do this, but the goal is to be able to score how well each option meets your needs. Once you have this information, you use a formula to multiply the score by the importance weight for each requirement. Then total things up. The winner is the option that meets all your "Musts" and which has the highest total score. It's as simple as that! Now, you might be thinking, "This isn't rocket science!" And you're right! But that doesn't make it any less useful. The process of creating a decision matrix is incredibly valuable because it guides you to think about what you really want and how important each feature or requirement is. By using this method, you can avoid being swayed by strong emotional responses that can sometimes cloud our judgment. Give this method a try the next time you're faced with a decision. It may surprise you how effective and straightforward it is.

Episode #4 - Remember Who's the Hero of the Story

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable strategies to take your marketing efforts to the next level. If you're looking to move beyond strategy and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the importance of focusing on the customer's hero journey in our marketing and what an impact that can have for businesses and clients alike.. Hey there! I'm Chris Spanier and welcome to "Practical, Actionable Marketing," where our mission is to help businesses like yours implement effective marketing plans every single day. In today's episode, I want to talk about a big mistake that many marketers - myself included - have made. We tend to get so caught up in telling our own story that we forget something crucial - our story only matters if it serves and advances the story of our customers. Let's take a moment to ponder the iconic example of Steve Jobs and Apple Computer. Back in early 1983, Apple launched their groundbreaking computer, the Apple Lisa. It was a game-changer, filled with features that most consumers had never even seen before. Apple was so thrilled about it that they decided to take out a massive 9-page ad in the New York Times. The ad went into intricate detail, explaining every aspect of the computer and what it could do. But here's the kicker - the product totally flopped. They only managed to sell around 10,000 computers. This failure also played a significant role in Steve Jobs being let go from the company. Let's now fast forward to 1997 when Steve Jobs made his return to Apple. He was instrumental in developing a whole new marketing campaign framed around just two powerful words - "Think Different." Not only did this phrase signal a seismic change in Apple's marketing approach, but it also represented a radical shift in who they were telling stories about. Suddenly, the users of their computers became the stars, celebrating their potential and what they could achieve. Marketers across the globe have looked to this example, and many others, and had an eye-opening realization. Each of us is the hero in our own journey, and it is absolutely crucial that businesses never lose sight of this fact. As marketers, our role, regardless of what we're selling or offering, is to show our customers how we will help them be successful. We must always approach our discussions, campaigns, and content from the perspective of how it benefits and resonates with our audience. It's not about singing our own praises or boasting about our exceptional products or services. Instead, it's about genuinely understanding and addressing the needs, desires, and aspirations of our customers. You see, when we shift the narrative to our customers and their stories, we can create a powerful connection. We can captivate their attention, engage their emotions, and inspire them to take action. By putting ourselves in the shoes of our customers, we gain valuable insights into what truly matters to them and how we can make a positive impact on their lives. And when we authentically embrace this customer-centric approach, we position ourselves as trusted partners on their journey towards success. So I ask you to take this pledge - to never lose sight of the integral role our customers play in our storytelling. Let's empathize with their challenges, celebrate their achievements, and constantly seek ways to uplift them. By doing so, we'll not only become better marketers but also create stronger, more meaningful connections with our audience that resonate, inspire, and ultimately lead to success for everyone involved. I hope you'll come back for our next episode, where we'll share more practical marketing strategies to help you thrive. Until then, go have some fun putting what I've shared into practice to help your business.

Episode #3 - The Power of Personas

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable strategies to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover the concept of personas and how they can be used to help you gain an audience perspective in your marketing.. Hey there! I'm Chris Spanier and today, let's talk about how personas can really boost your marketing creativity. So, what exactly is a persona? Well, think of it as a generalized audience that you want to connect with or serve. In fact, don't be surprised if you end up crafting several personas to address everyone who might be hanging around. Typically, when my teams and I have worked up personas, we work up a form for each persona group. In these forms, you imagine someone in that group and paint a picture of who they are. You start with the basics – demographics – like age, location, relationships, and education. To make them feel even more real, give them a name and find a picture that represents who you're envisioning. Once you've got their basic details down, it's time to dig deeper and discover their story. Yes, personas are fictitious, but you still want to get into the nitty-gritty. Even though the details are made up, having a story helps you step into their shoes and answer some key questions. Next up, let's talk about their needs. These are the things they're looking for solutions to. Once you've listed them out, go back and highlight the ones that you can specifically help with. This way, you'll know exactly where you come in to make their lives better. Finally, we have solutions. These will often tie directly back to the needs you've just identified. These are the specific things you bring to the table to make things better for your customers. When brainstorming, I like to gather everyone together to come up with possible audiences/personas and then we'll divide into smaller teams. Each team tackles one persona. After some focused work, we bring all the ideas together, discuss, and debate. This back-and-forth helps us refine and hone the personas until we collectively feel confident that they truly represent our different audiences. But here's the real magic – actually using these personas. As you work on your marketing, refer back to them. Let's say you're designing a website. Put yourself in the shoes of each persona and ask yourself, "How would they view the site? What information would they be seeking? Are their specific needs addressed?" This approach works the same for marketing collateral, events, campaigns, and pretty much anything else you can think of. The whole purpose of using personas is to step away from our own biases and see things from our audience's perspective. It's about getting a fresh and unbiased viewpoint. Oh, and before we wrap up, let's not forget a couple of things. When thinking about the different groups we need to communicate with, let's not overlook the atypical personas or audiences. For example, new hires, the media or even the community you work in – they all count too! Finally, if you're working under tight time or budget constraints, don't panic. You can go through your personas and rank them based on importance. While it's ideal to consider them all, focusing on the ones you think will make the biggest impact is a reasonable approach. Remember, personas are like little lenses that enable us to see our marketing efforts through the eyes of our audience. So, let's get creative and start connecting with our people in a meaningful way! Stay tuned for our next episode, where we'll share more practical marketing strategies to help you grow. Until then, go have some fun putting what I've shared into practice to help your business.

Episode #2 - Creative Experiential Exercises

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable strategies to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll dive into how you can use your five senses to connect with your audience and generate creative marketing ideas.. Welcome back to Practical, Actionable Marketing. I'm Chris Spanier and today, I want to share with you an exercise that can help you improve your marketing efforts and make a stronger connection with your audience. This exercise revolves around the concept of experiential marketing, which aims to create meaningful and memorable experiences for your customers. So, picture this. You own a small, upscale music store, and you cater to clients who have some discretionary income to spend. While your business is doing well you want to take it to the next level. That's where this 5 Senses experiential marketing exercise comes in. Let's start with sight. One idea is to put up video displays featuring accomplished musicians playing the instruments you offer. This can help customers envision themselves jamming out and which might just inspire them to make a purchase. Or maybe you host a charity concert with fireworks and other visually striking elements. This not only enhances your brand image but also leaves a lasting impression on your audience all while raising money for a good cause. Now, let's move on to hearing. As a music store, sound quality is crucial. Consider upgrading your sound system to provide customers with the best audio experience when they try out an instrument. You can also curate Spotify playlists that feature the specific instruments you sell. This allows customers to discover the sound of these instruments and associate it with your store. And for that charity concert we mentioned earlier, why not offer a live stream of the event? This way, people who couldn't attend in person can still feel connected to the experience. Next up is taste. Think about partnering with a local restaurant to create unique music and food pairings. This collaboration can offer customers a multisensory experience, combining the pleasure of eating with the enjoyment of listening to music. Another interesting idea is to find a supplier that offers flavored cleaning wipes for wind instruments. This unexpected touch can surprise and delight customers, making their purchase experience more memorable. Now we'll move on to touch. In order to truly connect with the music, set up a soundproof studio in your store. This space allows people to turn up the bass and fully experience the physical sensation that music can evoke. You can even let customers try out instruments in this soundproof room, providing them with a hands-on and immersive trial before making a purchase. This tactile experience differentiates your store and can create a lasting impression on your customers. Last but not least, let's talk about smell. Although it may seem challenging to incorporate smell into a music store, there are possibilities. For instance, you can create a scratch-and-sniff card paired with a Spotify playlist. Each song on the playlist corresponds to a different scent, allowing customers to associate smells with music (think "Cheap Whiskey" by Patty Loveless or “Smell the Roses” by Roger Waters or even "Smells Like Teen Spirit" by Nirvana... though I'm not quite sure what that smell would be). Regardless, this creative connection engages multiple senses and adds a unique twist to the customer experience.

Episode #1 - Generate Social Content Easily

Practical, Actionable Marketing

Welcome to Practical, Actionable Marketing, the podcast that brings you practical tips and actionable steps to take your marketing efforts to the next level. If you're looking to put strategy into action and dive into hands-on tactics that will drive your business forward, you've come to the right place. In today's episode, we'll cover practical and actionable marketing things you can do to generate social content through a combination of voice-to-text and AI tools.. Hey there! I'm Chris Spanier and welcome to "Practical, Actionable Marketing," where our mission is to help businesses like yours implement effective marketing plans every single day. We understand that time is valuable, so we're all about finding practical ways to make an impact in your business quickly, by applying the principles of marketing in achievable and actionable ways. As a wise mentor once said, "fail fast, learn fast, then try again." So let's dive right into our first episode, where we're going to explore a super quick method for generating social media content. Let's get started! Step 1: While you're getting ready to head home today, grab your phone and start an email to yourself. Now, turn on the voice-to-text feature. Step 2: It's story time! Tell the story about your day. Think about a problem you successfully solved, a win you had with a customer, or simply something that made a lasting impression on you. Don't worry about grammar or flow at this stage, just focus on getting the core idea down and send the email to yourself. Step 3: Once you have your raw narrative, copy and paste it from that email into an AI tool like Chat GPT or Google Bard. Make sure you include instructions at the top saying, "Take the following text and turn it into 5 engaging social media posts with hashtags." And don't worry if your text is longer – you can increase the number of social media posts accordingly. Step 4: After running the text through the AI tool, copy the generated content into a spreadsheet or document. Now it's time to review and edit. Keep in mind that while AI is great at creating a first draft, it's important to infuse your own voice and personality into your content. You want your posts to reflect the real you! Step 5: Once you're satisfied with your edited content, it's time to schedule those posts. Get them lined up and ready to go out to your social media channels. You can do this manually or with your favorite scheduling tool.