Category Archives: Podcast

Auto Added by WPeMatico

How Human Connection Elevates Marketing

How Human Connection Elevates Marketing written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Seth Godin
Podcast Transcript

Seth GodinThis week on the Duct Tape Marketing podcast, I welcome back Seth Godin. A marketing expert and best-selling author of 19 books, Godin stops by to discuss his latest title, This is Marketing: You Can’t Be Seen Until You Learn to See.

He shares why creating empathy and human connection are not only the secrets to great marketing; they’re also the keys to doing work that you can truly be proud of—work that can change the world.

Godin has inspired millions of business owners and entrepreneurs and teaches the precepts of effective marketing and leadership in his books, on his blog, and through his public speaking. In addition to his writing and speaking, he is also the founder of two companies, Squidoo and Yoyodyne (acquired by Yahoo!).

Questions I ask Seth Godin:

  • What’s changed the most about marketing since you first started in the industry?
  • How do we develop an empathetic approach to marketing?
  • How do you make storytelling a big part of your marketing?

What you’ll learn if you give a listen:

  • Why today’s smart marketers are being careful with the attention they have.
  • How the hustle is destroying marketing.
  • What people actually want from a brand.

Key takeaways from the episode and more about Seth Godin:

Like this show? Click on over and give us a review on iTunes, please!

Google Ads Changes Affecting Small Businesses

Google Ads Changes Affecting Small Businesses written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with John Jantsch on Changes to Google Ads

Google has recently made some drastic changes to their ads program—starting with a name change, from Google AdWords to Google Ads. Some of the changes are technical, like tweaks to the interface. Others represent fundamental shifts in the way Google views advertising. These will affect more than just your Google advertising efforts, but also how you approach other marketing tactics, SEO, and content.

Google is the dominant force in online advertising, so you can’t afford to ignore what they’re doing. Here, I’ll walk you through the most important changes and new features that small business owners need to be aware of.

Goodbye, AdWords

The biggest change is that we have known the primary Google ad tool as AdWords. Now, they’ve dropped Words, and it is just Google Ads. This is more than just a technicality, I think it signals a fundamental shift in the way they’re viewing advertising.

When Google originally launched their ad product, advertising was all about keywords, but times have changed. Google is so much more than just a search engine at this point, and the change in name reflects their omnipresence on the web.

The new name indicates a move towards a more comprehensive approach, one that will incorporate machine learning and behavioral tracking to better understand the true intent behind people’s actions online.

Google Ads on Your Desktop

One of the other significant changes small business marketers will see is that there is now an application you can download to your desktop: AdWords Editor.

Similar to the Facebook editor, the idea here is that you can now download your campaigns, work on them offline, and then upload them again. This means that you’re not stuck sitting on the platform the entire time, and can now get more work done if you’re offline and on the move.

Google Sheets Integration

If you’re not already familiar with Google Sheets, it’s essentially a free, online version of Microsoft Excel. The integration with the new ads program allows you to pull reporting from Google Ads and into Google Sheets.

Doing so allows you greater flexibility in parsing the data. You can filter by your own criteria, create reports, and track data more easily. This will be particularly useful for agencies or consultants who need to create reports for multiple clients.

New Comprehensive Campaigns

With their new advertising program, Google is providing additional support to small business advertisers, allowing those who don’t have the time or energy to create their own campaigns to leave that all in Google’s hands.

The skeptic in me feels that there is a tradeoff between convenience and value. They make it very easy for you to give them a budget and they’ll do the legwork, but you’re also handing over control and the appropriate measures to monitor and adjust how that money is spent. Without visibility into what’s actually being done to market your business, how can you understand how to get better results in the future?

  • Google Local SearchLocal Ads: Google allows you to create one campaign that will propagate against search, maps, places, pages, display, and even YouTube. This means you only have to design one campaign to be used across all of their many platforms, while Google makes the decisions about how to best tailor the approach in each place.
  • Lead Ads: A new unit on YouTube, Lead Ads allows you to collect an email address through an ad message. This is similar to Facebook’s Lead Ads, which have been around for a while.
  • Responsive Search Ads: You create a pool of headlines and descriptions, and Google tests each of those possible combinations to determine which is most successful. Depending on how many concepts you create, you can end up with thousands of possible combinations—it’s A/B testing in hyperdrive. This is designed to help you lift click-through and conversion rates significantly.

Responsive Search Ads

What About Organic Search?

While these new campaigns are great for those who are taking advantage of the Google Ads platform, what about those marketers or small business owners who are putting all of their faith in the power of organic search?

These new ads will drive up conversion rates, as Google continues to do the analytics on what makes the most successful campaigns for its paid advertisers. In addition to being successful, these ads are also huge. They still contain extensions, and so they are going to take over. This will only serve to force organic results further and further down the page. Those users searching on a mobile device will have to scroll for a very long time before hitting the first organic result.

The message here for small business marketers is that you can’t ignore Google Ads. You still need to have a comprehensive marketing system with other tactics, including social media and content, as a means to get into organic search. But at the same time, you can’t ignore paid advertising.

Google Local Services Ads

The last item, which does not impact everyone yet, is Local Services Ads from Google. Formerly known as Home Service Ads, Local Services Ads are currently focused on tradespeople, technicians, and providers of other services to homeowners, with plans to expand to additional categories.

Business owners must apply to be in this program and become “Google Guaranteed,” which means that they’ll have to clear a background check and Google will provide a money-back guarantee to anyone unhappy with the company’s services.

Google Local Services Ad

This comes at a price: Google does not send users directly to a website when they click on this type of ad. Google uses a tracking phone number so that they’re able to see which leads are generated from these ads; the business owner is then charged for those leads. And rather than charging a nominal fee per click, Google will now ask for $25-$100 per lead, depending on category and competition, because they’ve delivered a verifiable lead.

This new approach allows Google to be fully involved in the lead generation process, which gives them valuable information about the way people are searching for services and also allows them to charge small business owners a greater fee than they would for pay-per-click advertising.

As we see advertising moving more towards a focus on intent, a shift that is powered by machine learning and artificial intelligence, we will see Google Ads encroach more and more in the search space. Google has created a system that encourages you to give them more of your ad budget, and while you certainly can’t ignore Google Ads as a part of your overall strategy, I would argue that there’s still great benefit in attending to your other marketing channels.

If you are struggling with managing the rapidly-changing online advertising landscape, Duct Tape Marketing can do an audit for you. Our Total Online Presence Audit is a comprehensive review of your assets online, including your ads. We can assess your strengths and weaknesses, and point you in the right direction.

Like this show? Click on over and give us a review on iTunes, please!

Communicating with Empathy in the Digital World

Communicating with Empathy in the Digital World written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Nick Morgan
Podcast Transcript

Dr. Nick MorganThis week on the Duct Tape Marketing podcast, I speak with Dr. Nick Morgan. He is one of America’s leading experts on communication and is the founder and CEO of Public Words. As a communication coach and theorist, he has worked with leaders in the public and private sectors to perfect their public communications and deliver their message with clarity and enthusiasm.

He is the author of several books, including his latest, Can You Hear Me? How to Connect with People in a Virtual World.

On today’s episode, we discuss the focus of the book: how to best communicate in today’s digital world, which strips our daily virtual conversations of the emotional connection they would contain if we were always face-to-face.

Questions I ask Nick Morgan:

  • What are the hurdles to working in the virtual world?
  • Why is it so difficult to remain focused during virtual communications?
  • What can we do to overcome the challenges that come along with virtual communication?

What you’ll learn if you give a listen:

  • Why the basic premise that the digital world leads to greater connection is an inherently flawed one.
  • How we lose other’s intent when we’re communicating through virtual means.
  • What effect the loss of empathy has on the decision-making process.

Key takeaways from the episode and more about Nick Morgan:

Like this show? Click on over and give us a review on iTunes, please!

This episode of the Duct Tape Marketing Podcast is brought to you by CloudPhone! CloudPhone is perfect for small businesses: it comes with a free local or toll-free vanity number, lets you send and receive text messages on your business line, and works with any phones you already own. Plus it includes a ton of other business features like a virtual receptionist menu, call recording, conference calling, and voicemail transcription.

To help support the show, CloudPhone is offering our listeners an exclusive deal. Sign up today and get 50 percent off CloudPhone’s SMB plan forever. Just go to CloudPhone.com/ducttape.

Building Accountable Leadership to Transform Your Business

Building Accountable Leadership to Transform Your Business written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Vince Molinaro
Podcast Transcript

Vince MolinaroMy guest this week on the Duct Tape Marketing podcast is Vince Molinaro. He is an expert on creating a healthy, resilient leadership culture, and is the author of the best-selling book The Leadership Contract: The Fine Print to Becoming an Accountable Leader.

Molinaro is the global managing director of leadership transformation at Lee Hecht Harrison and is also a regular keynote speaker at conferences and corporate retreats.

On today’s episode, we talk about the elements that make up great leadership, and how you can foster them in yourself and your organization.

Questions I ask Vince Molinaro:

  • What is a leadership contract?
  • Do we need to break down the hierarchical model of leadership?
  • What are the four terms of the leadership contract?

What you’ll learn if you give a listen:

  • How leadership has evolved in our modern world.
  • Why accountability is a two-way street in the leadership contract.
  • How to begin the process of transforming your leadership approach.

Key takeaways from the episode and more about Vince Molinaro:

Like this show? Click on over and give us a review on iTunes, please!

This episode of the Duct Tape Marketing Podcast is brought to you by CloudPhone! CloudPhone is perfect for small businesses: it comes with a free local or toll-free vanity number, lets you send and receive text messages on your business line, and works with any phones you already own. Plus it includes a ton of other business features like a virtual receptionist menu, call recording, conference calling, and voicemail transcription.

To help support the show, CloudPhone is offering our listeners an exclusive deal. Sign up today and get 50 percent off CloudPhone’s SMB plan forever. Just go to CloudPhone.com/ducttape.

Focus on Existing Assets to Generate Better Marketing Results

Focus on Existing Assets to Generate Better Marketing Results written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Louis Gudema
Podcast Transcript

Louis GudemaMy guest this week on the Duct Tape Marketing Podcast is Louis Gudema. He is the founder and president of Revenue & Associates and the author of the book Bullseye Marketing: How to Grow Your Business Faster.

A serial entrepreneur, Gudema’s previous venture was the internet marketing company Magic Hour Communications, which he grew to one of the top companies in the national Web SaaS market before selling the agency in 2009.

Gudema has worked with numerous companies to create sales and marketing wins, including IBM, Philips Healthcare, Genzyme Genetics, Avid Technology, The Boston Globe, Stonyfield, Houghton Mifflin, and the University of Miami.

Today, we discuss the marketing strategies he outlines in the book and the best way to harness existing assets to create marketing successes.

Questions I ask Louis Gudema:

  • How can business owners better market to their existing customer base?
  • What effect does the sales approach have on growth?
  • How do businesses use analytics and data to make better decisions?

What you’ll learn if you give a listen:

  • What you can learn about marketing from software companies.
  • Why the customer is at the center of the marketing bullseye.
  • How you can better use your existing assets to improve your marketing approach.

Key takeaways from the episode and more about Louis Gudema:

Like this show? Click on over and give us a review on iTunes, please!

This episode of the Duct Tape Marketing Podcast is brought to you by CloudPhone! CloudPhone is perfect for small businesses: it comes with a free local or toll-free vanity number, lets you send and receive text messages on your business line, and works with any phones you already own. Plus it includes a ton of other business features like a virtual receptionist menu, call recording, conference calling, and voicemail transcription.

To help support the show, CloudPhone is offering our listeners an exclusive deal. Sign up today and get 50 percent off CloudPhone’s SMB plan forever. Just go to CloudPhone.com/ducttape.

Increase Your Focus and Combat Distractions

Increase Your Focus and Combat Distractions written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Chris Bailey
Podcast Transcript

Chris BaileyThis week on the Duct Tape Marketing Podcast, I chat with author and productivity expert Chris Bailey. After graduating from business school, Bailey decided to forego the traditional path and spend a full year learning everything he could about a topic that fascinated him: productivity.

He created a website, A Life of Productivity, where he wrote and shared his findings, and has since written two books on the topic, The Productivity Project and his latest, Hyperfocus: How to Be More Productive in a World of Distraction.

Bailey’s work has covered by major media outlets, including the New York TimesHarvard Business Review, the BBC, and Fast Company. He also speaks on the topic, and has shared his learnings with companies including Google, Microsoft, and Zipcar.

On today’s episode, Bailey shares the secrets to combatting the distractions of modern life and finding greater focus and productivity at work (which in turn leads to greater happiness overall).

Questions I ask Chris Bailey:

  • How are productivity and focus linked together?
  • Can we get more done if we’re multi-tasking?
  • Is email killing us?

What you’ll learn if you give a listen:

  • Why working with greater intention can create greater focus.
  • How focusing on what’s meaningful in the moment can improve our lives.
  • Why we’re wired to avoid our most important tasks, and what tactics we can use to get more focused.

Key takeaways from the episode and more about Chris Bailey:

Like this show? Click on over and give us a review on iTunes, please!

Why Sales and Marketing Need Each Other

Why Sales and Marketing Need Each Other written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Pam Didner
Podcast Transcript

Pam DidnerThis week on the Duct Tape Marketing Podcast, I chat with Pam Didner. After almost 20 years in corporate America, where Didner held a variety of senior leadership positions in departments as varied as finance and accounting, supply-chain management, and global marketing strategy, she decided to strike out on her own.

Didner is now a public speaker, facilitator and coach, consultant, and author with a focus on global content marketing. She is the author of two books, including the forthcoming Effective Sales Enablement: Achieve sales growth through collaborative sales and marketing.

On today’s episode, Didner discusses her new book, and what small and mid-sized business owners can do to build a bridge between the sales and marketing teams that encourages mutual understanding, fosters a greater internal support network, and helps serve the larger goals of the business.

Questions I ask Pam Didner:

  • How do you define sales enablement?
  • How do you bring sales and marketing together when they have such different goals, priorities, and support systems?
  • Is the sales function obsolete?

What you’ll learn if you give a listen:

  • How technology and data has brought the sales and marketing functions closer together.
  • Why small businesses can benefit from turning their salespeople into brand ambassadors.
  • How to use the information from your customer service team to shape your marketing and sales approaches.

Key takeaways from the episode and more about Pam Didner:

Like this show? Click on over and give us a review on iTunes, please!

The Seven Steps to Marketing Success – How to Build a Marketing System

The Seven Steps to Marketing Success – How to Build a Marketing System written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with John Jantsch on Building a Marketing System

The key to an effective marketing approach is creating a marketing system. This is Duct Tape Marketing’s point of view and our key differentiator. Here, we’ll take a closer look at the seven steps you must undertake to build a successful marketing system for your business.

1. Focus on Strategy Before Tactics

The first step to creating a successful marketing system is to know who your ideal customer is, and what their core problems are. If you don’t understand the value that your business can bring to each engagement, it’s nearly impossible to select the tactics you should use to reach your audience.

When you understand the ideal customer and create the narrowest definition possible for who that is, you can then connect what you’re offering to solving the customers’ problems. This makes your approach not just about your products and services, but about your promise to solve those problems. If you don’t take the time to understand your ideal customer, there’s no way to build a marketing strategy that will speak to them.

2. Guide the Customer Journey – The Marketing Hourglass

Because of the internet, the way people buy today is largely out of your hands. They have so many places to do research, ask networks, find out about you, and discover the products and services to solve their problems before they ever contact a company.

The customer journey comes into play at Duct Tape Marketing with something called the marketing hourglass. The hourglass has seven stages: know, like, trust, try, buy, repeat, and refer. These stages represent the logical behavior in buying that many of your customers want to take. Your job is to help them move through those stages sequentially.

Your first step is to understand how somebody would come to know about a company like yours. Likely, they’d turn to a search engine or they’d ask a friend. At these early stages, they know they have a problem, but they haven’t yet concluded how they’re going to solve it. Marketing at this stage needs to show that you understand their pain points and that you might have the right solution for them. From there, you need to establish trust in your brand and perhaps even give them a way to try you. When they do finally buy, that experience must be excellent in order to create repeat business. Not only that, but happy customers will also generate referrals.

All marketing efforts must be built around the concept of the marketing hourglass. When you understand how your customers buy and what they’re expecting to achieve at each stage, you’re able to build a marketing plan that exceeds their expectations along the way and creates happy, lifelong customers.

3. Make Content the Voice of Strategy

Content is not just a tactic, it is the voice of strategy. You have made a promise to solve a problem for your customers; you now need to be ready to meet people where they are (search engines, social media, etc.) and generate enough valuable content to dominate in those arenas.

We use something called content hubs to outshine in search and to create content that is valuable to read, find, and share. This content must also meet customers at every stage of their journey, from know and like all the way through to referrals.

4. Create a Total Online Presence

Even if you do the majority of your business offline and in person, in today’s world, you must have a total online presence. The internet is where people go to have an experience with marketing, to understand a company, and to do research. When someone refers you to their friend, the friend turns to a search engine or your website to learn what other people are saying about you and to see if you actually solve the problem that they have.

No matter what kind of business you run, you need to be tackling all the elements of online marketing. This includes social media, search engine optimization, content, website, and email marketing. All of these pieces must work together as an integrated whole.

5. Build a Reliable Flow of Leads

Leads are the lifeblood of getting your business going, and so you have to find a predictable way to generate enough leads to grow your business. There are numerous channels through which to generate leads, and again, integration is key.

Sales, content, advertising, networking, and online and offline events all play a role. There is no one way to generate leads; the key is in finding the three or four channels that you can consistently mine and establishing a process to develop leads through those channels.

6. Make Lead Conversion Your X Factor

Lead conversion must be your multiplier. The key here is to focus on all forms of lead conversion. Obviously someone buying your product or service for the first time is a conversion, but what about signing up for an ebook, registering for an online course, getting a free evaluation, or making an appointment? Those are all conversion activities.

You need to map the experience of each of your leads and clients so you can be sure that they’re having a great experience throughout. This is how you create repeat business and reactive those clients who have been lost. Once you begin tracking customer experiences, you then need to measure these activities. When you understand customers’ behavior, you can create better experiences; even if that only increases each conversion activity by one or two percent, that has a huge impact on the business overall.

7. Live By the Calendar

When you’re developing a system, you have to have a plan. It doesn’t have to be long-term—focusing on three to four important priorities for the quarter is ideal. From there, you can break those priorities down into activities and projects so that you can plan the quarter and not expend energy chasing the next new thing.

You have to have fewer priories, and you have to make marketing a habit. It has to be something that you do daily. You have to build meetings with the appropriate people to make sure that you’re moving those priorities along. Once you establish that habit, you should start documenting your processes. From there, you can decide what tasks you can delegate, either by adding more staff or outsourcing to others.

The reality is that marketing never ends—it’s a cycle. Once you go through the seven steps and build your marketing system, you want to constantly be reviewing, seeing what works and what doesn’t, and changing your approach accordingly.

Like this show? Click on over and give us a review on iTunes, please!

How to Get the World Talking About Your Brand

How to Get the World Talking About Your Brand written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Jay Baer
Podcast Transcript

Jay BaerMy guest this week on the Duct Tape Marketing Podcast is Jay Baer. He is the founder of Convince & Convert, a digital strategy consulting firm and a New York Times best-selling author of six books.

Baer is also a highly sought-after emcee and keynote speaker, an entrepreneur and founder of five multi-million dollar businesses, and has served as an advisor to more than 700 companies and organizations, including Caterpillar, Nike, and The United Nations.

He is a go-to source for various national media outlets including NPR, USA Today, TIME, and Real Simple.

On today’s episode, we discuss his latest book with co-author Daniel Lemin, Talk Triggers, which provides brands with a guide on how to create an effective word-of-mouth strategy for their business.

Questions I ask Jay Baer:

  • What is a talk trigger?
  • What are the five types of talk triggers?
  • How should a talk trigger relate to a company’s brand?

What you’ll learn if you give a listen:

  • What elements are essential to creating an effective talk trigger.
  • Why the best way to grow your business is to let your customers do it for you.
  • How to use more traditional forms of marketing to remind people of your talk trigger.

Key takeaways from the episode and more about Jay Baer:

Like this show? Click on over and give us a review on iTunes, please!

Letting Go of Perfection in Order to Achieve Your Goals

Letting Go of Perfection in Order to Achieve Your Goals written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Petra Kolber
Podcast Transcript

Petra KolberThis week on the Duct Tape Marketing Podcast, I speak with Petra Kolber. She is an expert in positive psychology and fitness, and she uses this unique background to help companies and individuals find joy, passion, and productivity.

With 25 years of experience in the fitness industry, Kolber has worked with the likes of Nancy Kerrigan, Dana Torres, and George Foreman. She has choreographed and starred in over 100 fitness videos, and has served as a consultant to companies like Reebok, Adidas, Gatorade, and Health Magazine. She is also a highly sought-after speaker, whose practical techniques leave audiences with the tools they need to implement positive changes in their lives.

Kolber is the author of The Perfection Detox: Tame Your Inner Critic, Live Bravely, and Unleash Your JoyKolber speaks with me about how being a perfectionist can be toxic, and shares insight into how to banish perfectionist tendencies in order to live a happier, healthier life.

Questions I ask Petra Kolber:

  • What does perfection look like?
  • What are “perfection toxins” costing us?
  • Where do you start with the perfection detox?

What you’ll learn if you give a listen:

  • Why comparing your work to others’ highlight reel can paralyze you
  • How our negative biases are causing not just emotional, but also physical, harm
  • Why perfect is only a word until you attach an emotion to it

Key takeaways from the episode and more about Petra Kolber:

Like this show? Click on over and give us a review on iTunes, please!

Gusto Logo_full berry_small

This episode of the Duct Tape Marketing Podcast is brought to you by Gusto! Payroll and benefits are hard. Especially when you’re a small business. Gusto is making payroll, benefits, and HR easy for modern small businesses. You no longer have to be a big company to get great technology, great benefits, and great service to take care of your team.

To help support the show, Gusto is offering our listeners an exclusive, limited-time deal. Sign up today, and you’ll get 3 months free once you run your first payroll. Just go to Gusto.com/TAPE.