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Model for Marketing Maturity, Stage Three: Ignite

Model for Marketing Maturity, Stage Three: Ignite written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with John Jantsch on the Model for Marketing Maturity, Stage 3: Ignite

This is the third episode in our three-part series on the Model for Marketing Maturity. Want to learn more? Check out the previous two episodes on Stage 1: Build and Stage 2: Grow.

We’ve reached the third stage of the model for marketing maturity. Stage one was focused on building your house and getting the five most essential elements in order. Stage two was about getting those five channels to a level where they can start to pay dividends, and then adding on three additional channels.

Now, in the third phase, you can take the foundation you’ve built and go even deeper into expanding upon the elements that will grow your business. Here, we’ll look at adding a final layer that will amplify and ignite the work you’ve already done.

In addition to going even deeper into the channels you’ve already established, here you add CRM, marketing automation, and analytics and tracking into the mix.

Expand On Your Website and Content

With a fully functioning website, your focus now should be on optimizing the various elements even further. You’ll want to track your conversion rate and make changes to optimize those numbers. This is also where you should think about segmenting your content. You might even build mini-websites on top of your larger website, with content that is targeted at specific groups and buyer personas.

Finally, you want to think about harnessing your existing content for specific stages of the customer journey. How can you use content to ignite sales? How specifically can it assist in cross-selling and upselling? And how do you create content that gets shared and establish viral loops?

Add to SEO

Once you’ve created your on- and off-page SEO approach, you can continue to build on it. This is where you can add other forms of content, like a podcast, to increase your authority and ranking within search results. Appearing as a guest on existing podcasts allows you to build up even more links to your content.

Continue to dive deeper into your Google Search Console data. Take what you learn there and use it to increase organic click through rate on your website. This data can also help you to make changes that will allow you to appear in voice search and featured snippets, both of which are becoming increasingly relevant in the Google landscape.

Build Social Media Campaigns

Now that you have a presence across all relevant social platforms and have begun to boost posts and take a stab at paid advertising, now is the time to create broader campaigns. You might even look to create your own community online, with groups that encourage your fans and customers to come together.

Live video is another critical element in social media, and a lot of business owners are tempted to start putting out video content immediately. In reality, it’s not worth adding live video into the mix until you’ve done the work in the build and grow phases and have the basic framework of your social media presence in place.

Enhance Email Marketing Campaigns

In the earlier stages, you cleaned up your email marketing list and ran reengagement campaigns. This is the phase where you can begin to further segment your audience and run more and more complex campaigns.

Grow Your Paid Search Approach

The next step with paid search is to build an even more robust approach to your Google Ads. Establishing landing pages on your website that are tailored to specific campaigns is a great way to enhance the personalization of your messaging and impress prospects. You can also add display ads and re-marketing to your paid approach.

Establish Processes Around Sales Enablement

In the ignite phase, you’re able to get even more strategic about the way in which you present your offers to prospects. What gives you the greatest shot at making the sale? How can you best nurture leads that come in? If someone is already a customer, what do you do to get them to repeat?

You can also consider adding speaking engagements into the mix, here. Like what you did earlier in establishing a partner network, speaking allows you to tap into others’ existing networks and grow your brand’s reach even further.

Delight as Part of the Customer Experience

A top-notch customer experience is about delighting them so much that they not only repeat, but refer your business. What can you do to stand out from the competition and win their repeat business? Maybe this is something like the talk triggers that Jay Baer advocates for, which not only encourage repeat business but create word-of-mouth marketing. Maybe it’s an event that offers a unique experience or access to valuable information to your existing customers.

Whatever it is, you should be using customer feedback to inform these marketing decisions. When you understand how your current customers feel about the service they receive from your business, you can create future campaigns, events, and products that directly address their needs and any gaps they’ve identified in your current approach.

You also should establish a concrete way to generate referrals; this is where a referral program comes in.

This is what a fully realized marketing maturity model looks like. It’s the groundwork for your marketing plan moving forward. Use this as your roadmap, and in some cases it can be your three-year marketing plan.

From here, we add in the final three elements of the ignite phase.

1. Customer Relationship Management

You’ve already organized contact information in the build phase. A Customer Relationship Management (CRM) tool can help you further organize and track all relevant customer data.

What does it take to initiate a record? How are you going to segment prospects and customers? What does the customer journey look like within your CRM tool? Once you’ve answered these questions and established a clear process for tracking and responding to customer behavior, you can go back in and take a look at the results.

Which approaches are generating conversions, and which ones are falling flat? When you’re tracking responses within your CRM, you can continue to refine your marketing approach over time.

2. Marketing Automation

Most CRM tools today include a marketing automation component. This allows you to track behavior, score leads, and create and launch campaigns that are triggered by specific behaviors or actions.

You can create campaigns that are triggered when someone opens an email, clicks a link, visits a website, or makes a specific purchase. This again speaks to the importance of personalization. When your business responds to customers’ actions with relevant follow-up, that is a key component in creating a great customer experience.

3. Analytics

Hopefully, you installed Google Analytics on the very first day you created your website. But now that the site is up and running, you can begin to set goals within Analytics. Decide on the KPIs you want to monitor, track your results, and tie all advertising activity back to what happens in Analytics.

Call tracking is another important element for any small business. Interactions through your online channels generate tons of data. You can see where you got a click on your website, who liked and shared your social media, or who opened your email newsletter.

But beyond that, you want to understand who actually became a customer. Call tracking allows you to keep tabs on who actually called your business, what happened in the interaction, and whether or not they decided to make a purchase from you.

The model of marketing maturity is divided into three phases for a reason. The build phase is about getting your house in order, and some businesses remain there for a very long time. Hopefully, though, you aim to progress to the later stages. But you can’t do that without the fundamentals from the build stage being in place. And you can’t do the work to ignite your marketing efforts until you have established all the channels in the grow phase.

The key thing to remember is that all of these elements are the tactics that make up a larger marketing strategy. You must have the larger strategic picture in place first, and use that to guide the implementation of the individual tactics.

If you want to learn more about the model of marketing maturity, or you feel like this strategy first approach is missing from your business, reach out to us.

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

Axa Logo

This episode of the Duct Tape Marketing Podcast is brought to you by AXA.

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Disclosure: Life insurance is issued by AXA equitable Life Insurance Company, New York, NY 10104 or MONY Life Insurance Company of America (MLOA), an Arizona Stock corporation with its main administration office in Jersey City, NJ and is distributed by AXA Distributors, LLC.

Model for Marketing Maturity, Stage Two: Grow

Model for Marketing Maturity, Stage Two: Grow written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with John Jantsch on the Model for Marketing Maturity, Stage 2: Grow

This is the second episode in our three-part series on the Model for Marketing Maturity. Want to learn more? Check out Stage 1: Build.

The idea behind the marketing maturity model is that every business needs to begin by building the foundation for their marketing. Once they’ve built a solid foundation, they can start to grow and later ignite, or amplify, their marketing approach.

Website, content, social media, SEO, and email marketing are the primary five channels. In grow, now that we’ve built those foundational elements, we can add on paid lead generation, sales enablement, and customer experience.

1. Grow Your Website

In the build phase, you established a modern website. It has a clear promise and is mobile-friendly. Now is the time for you to add your business’s story. Incorporate your customer into the experience. Create segments so that visitors feel like the story you’re telling is speaking directly to them.

You also want to address additional technical concerns. Your website must be HTTPS secure. This is something that Google is taking note of, and those visiting your site on a Chrome browser now see a big “Not Secure” warning next to your URL if you haven’t switched to HTTPS (more on how to do that here).

Your website must also load quickly. Not only is this an important element in the customer experience, Google will also punish you in search rankings if your site loads slowly. Not sure where you stack up? You can check your site’s load times for both desktop and mobile with the PageSpeed Insights tool.

2. Get the Most Out of Your Content

Once you’ve begun the process of creating content, you want to use it as a lead generation tool. In the grow phase, the focus should switch from getting traffic to winning conversions.

In the build phase, you established a site with a review funnel, video, and core pages. The next step is to create hub pages.

Hub pages are the best way to create a content asset for your website. The pages bring together all of your relevant information on a given topic all under one roof, and so readers love them and Google rewards them in their rankings.

3. Grow Your Email List

Hub pages have an additional benefit. Once you’ve proven your thought leadership and expertise on the hub topic page, you can marry these hub pages with content upgrades. Visitors will be convinced by both the quality and quantity of information on these pages that you are the subject matter expert, and so they’ll feel there’s a good reason to give you their email address in exchange for more information.

Once you have obtained their email address and captured, you can begin to nurture your relationship with them through effective email campaigns.

3. On- and Off-Page SEO

In the build phase, you established your Google My Business page, ensured that data directories were all correct, and included descriptive, keyword-rich title tags and meta descriptions for all pages of your website.

As part of the grow phase, the first step is to master Google Search Console. This free tool from Google gives you remarkable insight into how and why people are coming to your website.

You also want to begin thinking about SEO beyond the bounds of your own website. How can you get other people to link to your content? Guest posts are a great place to start. Reaching out to relevant thought leaders in your industry and offering to write for their blogs (and asking them to contribute to yours) is a way to build up a network of external links—not to mention meaningful business connections.

Refreshing and updating your existing content is another part of the equation. For your evergreen content, what can you do to keep it relevant? Is there updated information that will keep this content useful for readers finding it today for the first time? Can you add new links that will enhance its usefulness and boost SEO?

4. Social Media Engagement and Outreach

Once you’ve established your social media presence, branded it, and have started posting content, you want to begin thinking about generating engagement. This is about asking questions that get your followers involved and start a conversation. It’s also time to think strategically about how to get people to like and share your content.

Media outreach can be a part of this next phase of social media as well. Are there publications in your area that you can share your content with? This will open you up to their established readership base, and introduce your name to new people who might be interested in what you do. Reaching out to influencers in the industry is another part of outreach. How can you get those who already have the attention of your ideal prospects talking about your products or services?

The key to expanding on the strategy you established during the build phase is doing it in a logical order. This chart provides an overview for the three stages of the marketing maturity model, and how you can begin to expand your existing channels and add new ones as you move through each stage.

Now that you’ve progressed to the grow phase, it’s time to add the following channels:

  • Paid Lead Generation
  • Sales Enablement
  • Customer Experience

Once you have the foundational assets down, you can use these assets to generate leads and get sales conversations going.

1. Paid Lead Generation

Paid lead generation is about advertising on social media and search engines. I’ve written before about best practices for Facebook and Google ads, but this is also the phase where you should begin boosting your existing content on social media.

This is precisely why paid lead generation isn’t introduced until the grow phase. You can’t boost content that doesn’t exist, and you don’t want to begin spending money to generate leads if you don’t have a solid foundation of content, reviews, and trust elements for them to look to. Spending money to drive prospects to a bare-bones website will not generate leads and may, in fact, scare people off. Prospects need to have a clear sense of what they’re supposed to get out of your website once they arrive there.

2. Sales Enablement

The first step of sales enablement is looking to establish strategic partnerships. Are there other business owners that you can network with to generate leads for your business? These partnerships are great because they’re mutually beneficial: you get access to their existing network, and vice versa. For more on how to establish a strong network of strategic partners, check out this post.

This is also the phase where you should introduce what I like to call the discovery process. Someone visits your website, clicks your ad, or gives your business a call—now what? How do you know if they’re a good fit for you, and if they’re someone you want to work with? In this phase, you want to build a concrete process around what you do when someone expresses interest in your business.

3. Customer Experience

The build phase was about generating reviews, the grow phase is about responding to them. How you respond to reviews is a critical part of the customer experience, not just for the reviewer, but for any other customers who may happen upon the review in the future. And in fact, your responses to reviews, when handled properly, can become a great form of content that business owners often overlook.

You also want to build a structured onboarding process for new customers. Marketing is about so much more than just getting the sale; it’s about keeping an existing customer happy and coming back for more. Once you acquire a customer, what happens? What does their welcome kit look like? How do you set expectations moving forward?

The build phase was focused on the fundamentals. The grow phase was about adding components onto those essential channels, plus introducing three new channels to the mix. Once you build these areas out, you have a well-oiled marketing machine. There is, of course, still fine tuning and tweaking to be done, but this establishes a strong basis for all marketing moving forward.

In the final episode on the model for marketing maturity, we’ll cover the ignite phase, where you build even further on these channels and introduce new tools to automate and strengthen your approach.

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

Klaviyo logo

This episode of the Duct Tape Marketing Podcast is brought to you by Klaviyo. If you’re looking to grow your business there is only one way: by building real, quality customer relationships. That’s where Klaviyo comes in.

Klaviyo helps you build meaningful relationships by listening and understanding cues from your customers, allowing you to easily turn that information into valuable marketing messages.

What’s their secret? Tune into Klaviyo’s Beyond Black Friday docu-series to find out and unlock marketing strategies you can use to keep momentum going year-round. Just head on over to klaviyo.com/beyondbf.

Model for Marketing Maturity, Stage One: Build

Model for Marketing Maturity, Stage One: Build written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with John Jantsch on the Model for Marketing Maturity, Stage 1: Build

A lot of small business owners hear about the latest trends in online marketing—AI, paid marketing, marketing automation—and begin to feel overwhelmed. There are already so many channels and tactics to consider, and it seems like there are new ones each day.

Of course, in an ideal world, your business would be taking advantage of all the available channels. But there’s no point in trying to jump ahead to the latest and greatest technology if you don’t have the basics under control.

That’s why I propose a specific model for marketing maturity. Made up of three stages—build, grow, and ignite—it encourages businesses to start with a solid foundation and work their way up to the final stage where all channels are being used, and you’re optimizing and maximizing your existing marketing assets.

Today, we’re going to take a look at the first stage, build. What goes into building the foundation of a business’s online marketing presence? There are five key elements you must include, and we’ll go through them here.

1. Marketing Website

The first step to getting online is building your website. A small business can’t survive today without one. It is the hub of your business’s online presence. And it’s not just about creating any old website, it’s about building one that is modern, accessible, and gets your story out there.

Websites today must be mobile friendly. Mobile sites are getting indexed first by search engines, and the vast majority of searches are now happening on mobile devices. If your website isn’t mobile friendly, you’re starting at a deficit.

Once you have cleared that first technical hurdle, you need to ensure that your website clearly articulates your promise to solve the greatest problem your audience has. It needs to tell the story of why your audience should trust you to do the job. If those most essential elements are missing, you shouldn’t pass go.

The other key to creating an effective website is having your full editorial plan and SEO approach in place before you begin the design or build process. Your website, content, and SEO techniques have all risen to the strategic level in terms of marketing importance, so your plan to get your website up-and-running must seamlessly incorporate those three critical elements.

2. Approach to Content

Your content must all work to tell the story of why a prospect should choose your business. This means leading with that value proposition on your home page. Each subsequent core page should build upon that message, and include video to tell your story.

A review funnel should also be a central component of your content program, particularly if you are a local business. These funnels are a way to stop bad reviews from being posted across various sites, and they make it easy for your happy customers to share their thoughts on Google, Yelp, Facebook, or any other platform of their choice.

Once you’ve built your content, you want to make sure the meta data (the titles and descriptions that display on search results) are keyword rich. It should be clear exactly what you do in your title tags, so that prospects looking to solve a problem understand immediately that you offer a solution.

3. Search Engine Optimization

SEO sounds confusing, but in reality it’s pretty simple. The most essential SEO component for any local business is making sure your business’s name, address, and phone number are correct on your website, and that that information is the same as what’s displayed on your Google My Business page. Just go onto Google and claim your profile there to make the appropriate changes and keep your information up to date.

If your business has moved, you’ve changed your name, or you find that there is conflicting information online, you can use a service like BrightLocal to ensure that your data is correct across all of the directories out there on the internet.

4. Social Media

The first step to building your social media presence is making sure you’re present on the major networks where your customers are. Claim your profiles, make sure your branding is all over it, include links back to your website, and ensure that it’s a good experience. Even if you don’t plan to be active on social media, these profiles still must be claimed and established, because they’re going to show up in searches related to your business.

In order to tackle the branding aspect, a free tool like Canva can help you create images that are the right dimensions for each kind of social media profile.

Once you’ve got the pages established, claimed, and branded, you can begin thinking about putting out some basic content. If you have promotions, products, or sales that you’d like your audience to know about, a channel like Facebook can be a great place to tell them about it. You don’t want every single post to be a promotion, but you can begin to get the word out there on social media.

You can also begin to show off a bit of your brand’s personality. I like to call these culture posts. How can you start talking about a “day in the life” of your business? Show off how a product is made. Share posts about the office birthday party of one of your colleagues. This allows your audience to see the real people behind the brand and builds trust with your audience.

5. Email Marketing

You already have a list, but what state is it in? Before you begin thinking about marketing campaigns, you need to do some list hygiene: how old is the list, how long is the list, and how relevant are the names on it?

If the list is full of people who haven’t purchased from you in five years, it’s time to get rid of those names. If there are people on there who have made a purchase in the last 24 months, those are contacts that are still valuable.

Once you’ve cleaned up your list, you can run a reengagement campaign. What’s the best way to reach back out to those who have bought from you in the past, to either get them to buy again or get them interested in doing something new (passing on a deal, referring us to their friends, or otherwise reengaging them)?

You also want to think about how to grow your mailing list. That’s where having calls to action on your website come in. And I don’t mean a tiny box at the bottom that says, “Sign up for our newsletter.” I mean offering up valuable information, which visitors can access if they share their email address. How about a free evaluation, comparison, or checklist?

You should also provide a variety of calls to action on your site. Multiple calls to action are ways to engage people no matter where they are on their individual customer journey. Different calls to action address the different needs of your various prospects or clients.

These are the basics of the build phase of the model for marketing maturity. In subsequent shows, I’ll talk about the grow and ignite phases. Once we have the foundation built here, we want to address paid lead generation, sales enablement, and the customer experience component—the factors that go into growing your marketing. Then once we add those, we’ll start talking about data, CRM tool, marketing automation and even AI. Stay tuned over the next week for the next two installments.

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

How Small Businesses Can Compete in the Online Marketplace

How Small Businesses Can Compete in the Online Marketplace written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Dan Breeden
Podcast Transcript

Dan BreedenToday’s guest on the podcast is Dan Breeden, senior manager of strategic alliances for Yahoo Small Business.

Breeden and the team at Yahoo Small Business have been helping entrepreneurs establish their presence and compete in the crowded online marketplace for 20 years.

On today’s episode, we discuss the seismic shifts in customer behavior that have occurred over the past 10 years, and how small businesses can leverage their strengths to compete with the giant corporates using AI and machine learning to create highly personalized shopping experiences.

Questions I ask Dan Breeden:

  • What is the state of Yahoo Small Business, and what do you offer?
  • How would you describe the evolution of customer behavior over the last decade?
  • How can small businesses compete on the tech that consumers have come to expect in their dealings with giants like Amazon?

What you’ll learn if you give a listen:

  • How storytelling and personalization are linked, and why knowing your customer empowers you to build real relationships with them.
  • Why knowing your customers really well can help you compete with the AI and machine learning used by the big guys.
  • Why the most important part of analytics for a small business is deciding what to do with all the information you gather.

Key takeaways from the episode and more about Dan Breeden:

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

Klaviyo logo

This episode of the Duct Tape Marketing Podcast is brought to you by Klaviyo. If you’re looking to grow your business there is only one way: by building real, quality customer relationships. That’s where Klaviyo comes in.

Klaviyo helps you build meaningful relationships by listening and understanding cues from your customers, allowing you to easily turn that information into valuable marketing messages.

What’s their secret? Tune into Klaviyo’s Beyond Black Friday docu-series to find out and unlock marketing strategies you can use to keep momentum going year-round. Just head on over to klaviyo.com/beyondbf.

Getting Smart About the Business of Education

Getting Smart About the Business of Education written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Danny Iny
Podcast Transcript

Danny InyToday on the podcast, I chat with Danny Iny, founder and CEO of Mirasee. An education expert, Iny began his company to help other experts create and market online courses in their field.

In addition to running his business, he is the best-selling author of nine books, including his most recent, Leveraged Learning: How the Disruption of Education Helps Lifelong Learners and Experts with Something to Teach.

On this episode, we discuss the new book, how the educational landscape has shifted dramatically over the past few years, and how both learners and experts can take advantage of the online learning revolution.

Questions I ask Danny Iny:

  • How has the culture shifted to make entrepreneurship more appealing?
  • What is leveraged learning?
  • How is education changing, and can colleges keep up?

What you’ll learn if you give a listen:

  • How we define the fundamental role of education.
  • Why it’s important to think about desired outcomes for education before committing to a program.
  • How the maturation of the online educational market is leading to a shift in expectations.

Key takeaways from the episode and more about Danny Iny:

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

Marrying Content with the Customer Journey

Marrying Content with the Customer Journey written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Arnie Kuenn
Podcast Transcript

Arnie KuennOn today’s podcast, I speak with Arnie Kuenn, an international speaker, author, and founder and CEO of Vertical Measures.

Prior to founding the digital marketing agency Vertical Measures in 2006, Kuenn founded several other businesses, including MediaChoice, an internet startup whose clients included the major television networks, plus music and movie studios.

Kuenn now runs his business and travels the world speaking and running training workshops on marketing. He is also the author of several books, including his latest, The Customer Journey: How An Owned Audience Can Transform Your Business. On this episode, we discuss the customer journey, and the role that effective content marketing plays in guiding buyers through the journey.

Questions I ask Arnie Kuenn:

  • What made you decide to write the book as a fable?
  • How would you define the customer journey?
  • What’s the connection to content throughout each stage of the customer journey?

What you’ll learn if you give a listen:

  • Why good content comes from understanding people’s pain points.
  • How putting yourself in the buyer’s shoes can help you identify gaps in your content.
  • Why digital marketing allows you to meet prospects at their time of need.

Key takeaways from the episode and more about Arnie Kuenn:

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

Klaviyo logo

This episode of the Duct Tape Marketing Podcast is brought to you by Klaviyo. If you’re looking to grow your business there is only one way: by building real, quality customer relationships. That’s where Klaviyo comes in.

Klaviyo helps you build meaningful relationships by listening and understanding cues from your customers, allowing you to easily turn that information into valuable marketing messages.

What’s their secret? Tune into Klaviyo’s Beyond Black Friday docu-series to find out and unlock marketing strategies you can use to keep momentum going year-round. Just head on over to klaviyo.com/beyondbf.

Questioning Best Practices to Do Great Work

Questioning Best Practices to Do Great Work written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Jay Acunzo
Podcast Transcript

Jay AcunzoToday on the podcast, I speak with author, keynote speaker, and founder of Unthinkable Media, Jay Acunzo.

Acunzo began his career at tech giants, including Google and HubSpot, and he now travels the world as a public speaker and the creator of documentary series about people who do great work, which he builds with B2B brand clients.

On today’s episode, we discuss his latest book, Break the Wheel: Question Best Practices, Hone Your Intuition, and Do Your Best Work, which is about how people make better decisions, faster, when they’re surrounded by conventional wisdom.

His work has been cited by various publications including the New York Times, the Washington PostFortuneForbes, and FastCompany.

Questions I ask Jay Acunzo:

  • What is the process for asking better questions to find solutions for your business?
  • How does the fear of breaking the wheel hold people back from asking the necessary questions?
  • Where does intuition factor into the questioning process?

What you’ll learn if you give a listen:

  • Why you need to focus on emotions, not rationality, when thinking about marketing.
  • How to get your marketing assets working together to ensure your long-term success.
  • Why focusing on what works “on average” is dangerous.

Key takeaways from the episode and more about Jay Acunzo:

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

Klaviyo logo

This episode of the Duct Tape Marketing Podcast is brought to you by Klaviyo. If you’re looking to grow your business there is only one way: by building real, quality customer relationships. That’s where Klaviyo comes in.

Klaviyo helps you build meaningful relationships by listening and understanding cues from your customers, allowing you to easily turn that information into valuable marketing messages.

What’s their secret? Tune into Klaviyo’s Beyond Black Friday docu-series to find out and unlock marketing strategies you can use to keep momentum going year-round. Just head on over to klaviyo.com/beyondbf.

How Businesses Can Survive the Latest Marketing Rebellion

How Businesses Can Survive the Latest Marketing Rebellion written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Mark Schaefer
Podcast Transcript

Mark SchaeferToday on the podcast, my guest is marketing expert, speaker, author, and college educator Mark Schaefer.

Schaefer is a globally-recognized speaker and author. He’s contributed extensively to major publications including The New York Times, CNN, NPR, Wired, the BBC, and CBS News. He is also the author of six best-selling books on marketing.

On today’s episode, Schaefer and I discuss his latest book, Marketing Rebellion: The Most Human Company Wins and how marketers can help businesses survive and thrive in an environment where the customer journey is dead, brand loyalty is gone, and customers have become the marketers.

Questions I ask Mark Schaefer:

  • What is today’s marketing rebellion?
  • Is there a way to approach customer loyalty—that’s radically different from what we do today—that would actually increase loyalty?
  • Why hasn’t social media humanized companies as much as we initially thought it would?

What you’ll learn if you give a listen:

  • Why loyalty is over, and what you can do about it.
  • Why you can’t be in a community, you have to be of a community.
  • How to build an emotional attachment to people rather than product.

Key takeaways from the episode and more about Mark Schaefer:

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

The Benefits of Including Video on Your Website

The Benefits of Including Video on Your Website written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with John Jantsch on Including Video on Your Website

Video has become a foundational element in marketing. Why is video so important? It’s how people want to consume content. They want the ability to listen without reading, to be hands-free, and to just have the content coming at them.

There have been numerous studies demonstrating that the highest ROI for any marketing output is coming from short form video.

Types of Video You Need

There several kinds of video content you should be including on your website. Here are the categories of short form video you need.

1. What We Stand For

This video should go on the home page above the fold. It should be the first thing people see, and it should give them a sense of who you are, what you do, what you believe, and what your brand stands for.

Creating a video like this is one of the greatest trust-building activities today. So much of business happens online, but in the end, we don’t do business with a website or email address; we do business with people. An introductory video like this allows you to establish a human connection that makes your brand instantly relatable to people who land on your website.

2. Simplify Your Benefits

Video is also a great way to simplify the benefits to what you do. Sometimes reading through your products and services, particularly if you work in a complex or jargon-heavy industry, can make prospects glaze over. Video allows you to simplify difficult topics and introduce your products and services in an easily-consumable format.

3. Frequently Asked Questions

FAQ videos allow you to build trust and answer questions in a format that makes it easy for people to engage. Not only that, if you have any sites ranking for voice search, video FAQs are amazing for ranking. Videos answer the question in a simple form, and it’s something that Google really wants to see.

4. Personalized Team Bios

This also ties in with the idea of doing business with people, not some faceless business on the web. Sharing personal bio videos for salespeople, technicians, or customer service representatives allows visitors to put a face to a name (or email address) immediately. Particularly if you have a business where someone is coming out to the customer’s home to offer a service, it’s nice for customers to see a video first that gives them a sense of security and allows them to feel like the technician is a friendly face—even if they’ve never met before in real life.

How to Produce Your Videos

Producing video becomes easier each year. Access to high quality cameras and simple editing tools mean that you don’t need to be a Hollywood editor to create content that looks decent. Plus, the content and intent of the video is far more important than a high production value.

There are three basic ways to go about creating video content:

  • On your iPhone. When you use an external microphone and either a simple lighting setup or natural light, you can get great results on your phone’s camera.
  • In a studio. There are lots places that allow you to rent studio space, with access to professional lighting and video equipment, so that you can film all of your video over the course of one day for a low cost.
  • With a videographer. You can hire a videographer to come to your office and do a day of filming with you and your staff.

Video editing software is fairly easy to use, but if you don’t want to handle this on your own, it’s easy enough to find someone on a site like UpWork or Fiverr who can do basic, inexpensive editing.

You also want to transcribe your videos. Having the words close captioned on the screen is important. When someone is viewing the video on a mobile device or from their desk at work, they don’t want the sound on, disturbing those around them. That’s where captions come in; they can still get the full effect of the content without having to listen to the video.

Why Video Matters

Video keeps people on your website longer. This is not only important for the obvious fact that any visitor staying on your site longer is more likely to want to do business with you. It’s also a known SEO ranking factor. If people go to your site and stick around to watch a video that’s a few minutes long, Google notes that people are hanging around on your site, and that positively influences your ranking.

Google also owns YouTube, the largest video site in the world. They love to show video in their search results. When you optimize your videos by putting them on YouTube and embedding them in your site, you’re giving your video content a shot at ranking on Google for certain queries. If you’d prefer not to host your video content on YouTube, Wistia is another great site.

Beyond benefits with Google, video allows you to tell a story and create a connection in a way you simply can’t with the written word. Storytelling is at the crux of any good marketing effort, and video is certainly no exception.

Video Applications Beyond Your Website

Incorporating video into your website is only half of the game. There are other marketing channels that allow you to harness the power of video. Video ads can help you stand out and drive attention to your site. Video emails are a hot trend right now, and the technology here continues to improve.

Finally, you can create personalized video messages to send directly to clients and prospects. Let’s say you’re a web designer; you can share your screen and go through a prospect’s website, narrating issues you’ve identified and what changes you’d make to improve it. Not only does this give them highly personalized service, it’s quicker and easier for you to record a video than it is to type everything out in an email. We at Duct Tape Marketing like to use Loom for sending one-to-one videos.

Bonus Video Tip

Once you shoot and transcribe a video, you suddenly have a lot of content! You can use the audio from your video to include in a podcast. The written text from the transcription can be turned into one or more blog posts. Video is a great way to capture the initial content, which you can then spin out into a three-for-one deal: video, audio, and text.

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

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This episode of the Duct Tape Marketing Podcast is brought to you by Klaviyo. If you’re looking to grow your business there is only one way: by building real, quality customer relationships. That’s where Klaviyo comes in.

Klaviyo helps you build meaningful relationships by listening and understanding cues from your customers, allowing you to easily turn that information into valuable marketing messages.

What’s their secret? Tune into Klaviyo’s Beyond Black Friday docu-series to find out and unlock marketing strategies you can use to keep momentum going year-round. Just head on over to klaviyo.com/beyondbf.

What Local Businesses Need to Know About the State of Local SEO

What Local Businesses Need to Know About the State of Local SEO written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Neil Crist
Podcast Transcript

Neil CristToday on the podcast, I speak with Neil Crist, VP Product & Engineering at Moz. Moz is the leading industry expert on everything SEO, and in his role there, Crist leads the product and engineering teams in the creation of Moz’s portfolio of SaaS products.

On today’s episode, we discuss the ins and outs of Moz’s latest State of Local SEO Industry Report, a survey that was created with the help of nearly 1,500 local search marketers.

The local search market is in a constant state of evolution, but Crist has his finger on the pulse of the landscape and shares his insights and knowledge with us here.

Questions I ask Neil Crist:

  • What are the most important ranking factors for small businesses today?
  • What role does proximity play in search results?
  • At what point does this all become pay to play?

What you’ll learn if you give a listen:

  • Why local marketers are competing against national brands in local search results.
  • How changes at Google have thrown off business’s abilities to track attribution to their website.
  • Why “people also asked” is a key signal for local marketers to understand.

Key takeaways from the episode and more about Neil Crist:

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