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Master Modern Marketing
52 minutes | Dec 28, 2019
Master Modern Marketing Podcast: Live Coaching Call with Steve Setka
In today’s episode of the Master Modern Marketing podcast, we sit down with Steve Setka, from InXpress, a third-party logistics franchise, for a live coaching call about modern marketing. Part 1 Topics: Marketing Audit: We reviewed their website and social media channels and discussed some of their strengths and opportunities for improvement. In short, their website is modern and easy to navigate. They have the ball rolling in social media and are trying some creative ways to build their brand and engage with prospects online. They need to clean up their Google My Business page as there are actually two listings and they should only have one. Then they also need to beef up the content on the remaining GMB page. This is simple to do but it has a big impact on their business. We also discussed how driving more Google and Facebook reviews immediately would give them a boost. Part 2 Will be published shortly. Contact Steve and InXpress: Website: InXpress LinkedIn: Steve's Profile Related Content: Master Modern Marketing Podcast: Examining Becker Logistics’ explosive growth through marketing Master Modern Marketing: How to get more online reviews for your business with Chekkit If you enjoyed the Master Modern Marketing podcast, please subscribe, rate and review the show. You can also keep in contact with the show sponsor, Farmers Marketing, at FarmersMarketing.ca, or Facebook.com/farmersmktng.
42 minutes | Dec 14, 2019
Master Modern Marketing Podcast: The Ins and Outs of Personal Branding
In today’s episode of the Master Modern Marketing podcast, we sit down with Lachlan Kirkwood and discuss the ins and outs of personal branding. Todays Topics: 1. Bonus Content about Tik Tok. 2. Why is personal branding important? 3. What are some real-world examples of personal branding? 4. Where should someone get started to build their personal brand? Connect with Lachlan: - Lachlankirkwood.com - On LinkedIn - On Twitter - On Instagram If you enjoyed the Master Modern Marketing podcast, please subscribe, rate and review the show. You can also keep in contact with the show sponsor, Farmers Marketing, at FarmersMarketing.ca, or Facebook.com/farmersmktng.
49 minutes | Aug 16, 2019
Master Modern Marketing Podcast: Increasing revenue & new business through modern SEO
In today’s episode of the Master Modern Marketing podcast, we sit down Nate Dame from Propecta to discuss increasing revenue and new business through modern SEO. Nate Dame, as well as another past guest, Randy Milanovich, were both named as Top 100 Influencers by BuzzSumo! Today’s Topics: A high-level overview of modern SEO In simple terms how does modern SEO work? Why should a company care? How has SEO changed over that past few years? What is the biggest issue in your opinion relating to SEO? What are the SEO myths today? Can companies actually achieve scalable SEO growth today? Where should a company start? How to determine fit and timing How to know if your company is ready for SEO? How do you drive the most success out of SEO in general? What timelines, investment, and results should you expect? When is it best to insource or outsource? Search Engine Optimization, is an incredibly interesting topic. It has changed radically over the years, and there are often heated debates about white hat and black hat SEO practices. SEO is one of those topics that are easy to understand - at least a high-level, but very hard to become a master of. In our industry, we often hear business leaders say they want to rank #1 on Google, and there are also companies that promote they will get you there. Yes, there are tactics and strategies to get you higher in search results, but your success at doing so is quite technical and takes a commitment of time and money over a very long period of time. Looking back at my discussion with Nate, I was impressed with and really respect the fact that he was very clear on what it took to be successful with SEO. He even goes so far to discourage companies at certain stages in their growth to NOT invest in SEO. Nate and his team, are clearly interested in the best interests of their clients, rather than just selling something that people will buy. We need a lot more companies like that in marketing and business in general for that matter. Nate also offers a free download of the CMO's Guide To Modern SEO, so be sure to listen for that and to see the link in the show notes. Whether you are a large company with a big marketing team or you are just getting ready to hire your first marketing person or contractor, I’m confident that you will learn a lot during this episode, and I hope that it gets you one step closer to being able to Master Modern Marketing. RELATED TOPIC: Examing Becker Logistics Explosive Growth Through Marketing. RESOURCES: Learn SEO & Turn SEO into your company's most cost-effective marketing channel About Nate Dame: Nate is the founder and CEO of Propecta, a results-oriented SEO consultancy trusted by forward-thinking companies, including a few of the world's largest B2B and technology brands. Propecta builds holistic SEO strategies, supports internal teams, and offers full-service execution to create an organic search presence that generates significant revenue. Nate Dame is fascinated by the complex, constantly changing, layered world of SEO—where creativity rules, nothing ever stays the same, and sustainable, steady growth is the only true sign you’re doing it right. Nate began his digital marketing career more than 10 years ago in the nonprofit world. One of his first side projects was SEO for Skechers, which ultimately led him to found Propecta (previously known as SEOperks). He has led SEO, content marketing, and influencer marketing projects for leading companies including Marketo, Musician’s Friend, and Grasshopper, in addition to a wide variety of small- and mid-sized businesses. Now a regular speaker and columnist, Nate oversees client strategy and thought leadership for Propecta when he’s not busy in his favorite role as husband and dad to his family in Lake Geneva, Wisconsin. Connect with Nate & Propecta: Nate on LinkedIn | Propecta If you enjoyed the Master Modern Marketing podcast, please subscribe, rate and review the show. You can also keep in contact with the show sponsor, Farmers Marketing, at FarmersMarketing.ca, or Facebook.com/farmersmktng.
56 minutes | Jul 19, 2019
Master Modern Marketing Podcast - The art & science of storytelling through video
In today’s episode of the Master Modern Marketing podcast, we sit down with Doug Darling, CEO of Tripwire Media, and discuss the art and science of storytelling through video. Doug and his team have been growing a very successful video production company for over 10 years. And if you check out their portfolio, you will definitely recognize many of the brands on there. Doug is clearly an expert on video production, as you'll hear, but we actually focus specifically in this episode on storytelling. I was listening to the Perpetual Traffic Podcast recently and the guest, Alex Cattoni commented that many people say our attention spans are super short. Have you ever heard that our attention span is actually shorter than that of a goldfish? Wait a minute, What am I talking about again? All kidding aside, Alex disagreed. She states that we have a short attention span, but that attention span is only for terrible content. If you made it through Game of Thrones, you know people clearly can pay attention for long periods of time. You know, here a few quick and amazing stats: 45% of people watch more than an hour of Facebook or YouTube videos a week, One-third of online activity is spent watching videos, Over 500 million people, now folks, that's a half a billion people that watch videos every single day on Facebook. That really is amazing. One of the major things that impact how engaging content is is actually the creator's storytelling abilities. There's actually an art and a science to good storytelling. And, that's exactly what Doug and I speak about in today's episode. We really hope that you gained some valuable insights and storytelling and those insights can help you get one step closer to being able to Master Modern Marketing. Today's Topics: A high-level overview of modern video marketing What the most common current challenges for businesses relating to video The Muse Storytelling philosophy Case Study: The Alzheimer Society of Manitoba How can SMBs apply these concepts to their businesses? About Doug: Doug Darling is all about the impact of stories, and how they can help connect people and move them to action. As the President and CEO of Tripwire Media, a video production company based in Winnipeg, Canada, Doug’s main focus is working with organizations, in all types of industries, to create communication pieces that help break through the clutter of an overly noisy and saturated market. Doug is also a Muse Certified Storyteller, with the Emmy Award-Winning Muse Storytelling, in Portland OR. He has worked with Muse for the last 2 years, on various projects, including being a Coach for their Muse Film School, and Producer and Executive Producer for two films in their 'Remarkable Ones' Series. Doug has adopted Muse’s storytelling process into Tripwire’s offerings, which helps evoke more impactful and engaging work for their clients. Connect with Doug and Tripwire Media: LinkedIn | Facebook If you enjoyed the Master Modern Marketing podcast, please subscribe, rate and review the show. You can also keep in contact with the show sponsor, Farmers Marketing, at FarmersMarketing.ca, or Facebook.com/farmersmktng.
59 minutes | Jun 29, 2019
Master Modern Marketing Podcast - Examining Becker Logistics' explosive growth through marketing
In today’s episode, we speak with Jim Becker, CEO & Founder of Becker Logistics. How would you like these results? In 2018 we were doing around 4,000 shipments per month, and now we are doing around 6,000 per month. And all of that, I want to say, is due to all of the marketing that I, and my team, have done over the last two quarters. This podcast dives deep into how Becker Logistics drove their business to such incredible heights, and how those lessons can applied to your business. If you are in the transportation industry, there is a great chance that you know who Jim Becker is. If you aren’t in that industry, its fine as the insights and learnings that Jim shares, relate to any business and industry. Becker Logistics has been around for over 22 years and has about 170 employees, however, they have hired over 70 just this year and are experiencing hockey stick like growth. You will also hear straight from Jim about how much of their success he attributes to modern marketing. In today’s episode Jim talks about their overall marketing strategy, and gives specifics on their '31 and 1' campaign, where they released a video a day in May on LinkedIn that generated over 150k views … so far! Here is a quick example of one of Becker Logistics' '31 in 1' videos: What do we like about these videos? 1. They were consistent. 2. They were NOT salesy or self-promotional. 3. They were unique and spoke to the Becker brand essence. 4. They were real and unscripted. Obviously, Jim had a plan but there was no telepromter in sight, and he said they did 15 of the videos in one take, which is pretty impressive. 5. They were focused on education and providing value above all else. SPECIAL NOTE: If you are a leader or business owner that thinks: ‘Who cares about social media? Who cares if we got 1,000 more followers on LinkedIn? Or, we have been successful for many years without a marketing team and strategy, so why now? ... then Jim, has some thoughts specifically for you! While many companies ignore the modern world, don’t respond to online reviews, and play no role in how their brand is talked about online, Jim and Becker Logistics are lighting the modern marketing world on fire and reaping the rewards for doing so! RELATED TOPIC: How to Get More Online Reviews with Chekkit RELATED TOPIC: Track ALL Leads With WhatConverts Connect with: Jim Becker on LinkedIn Becker Logistics @ www.beckerlogistics.com or 1-800-Go-Becker Want to join their team? Go to: www.wearelogistics.com If you enjoyed the Master Modern Marketing podcast, please subscribe, rate and review the show. You can also keep in contact with the show sponsor, Farmers Marketing, at FarmersMarketing.ca, or Facebook.com/farmersmktng.
60 minutes | Jun 5, 2019
Master Modern Marketing Podcast: Real Talk about truck driver recruitment marketing
In today’s episode, we speak with Amrit Dhanraaj, CEO of GetTruckDrivers.com. We dive deep in the truck driver shortage, which in many people's opinions is plaguing the trucking industry. Amrit and Lionel speak specifically about modern marketing strategies and how if you know how to market in the modern world, you can find the drivers you need. There is a shortage of drivers, a shortage of money, and even and shortage of love, if you don't know how to look for it. About Amrit: Amrit Dhanraaj is an entrepreneur from Winnipeg, Canada who has worked in various stages of the trucking industry. Starting as a Truck and Transport Mechanic for top suppliers, dealerships, and fleets. He then proceeded to work in Trucking Logistics throughout Western Canada. With the extensive knowledge Amrit gained, he now works as a Trucking Consultant who helps Trucking companies grow massively by helping them create an authority figure for their driver market. He excels in personally managing large digital campaigns on the behalf of clients, carefully tailoring them to their specific needs. He provides a comprehensive one-on-one service that consistently yields an outstanding return on Investment making the trucking companies dominate their target space to attract drivers and clients. Segment 1: Let’s talk about the driver shortage? What are the underlying issues? First of all, the demographics are changing rapidly. The average age of truck drivers is much older than other industries and new drivers are not entering the industry as fast as older drivers are leaving. Secondly, the industry is having trouble attracting youth and women drivers, although that is improving. There are many more issues, but one last one of note here is there are still misconceptions of what the driving career is like. The reality is that it is a very highly-skilled, highly-paid profession, with a lot of opportunities. Many people think drivers are gone for weeks and months at a time, which is actually very rare in the modern trucking world. Segment 2: What is the real issue in your opinion relating to the driver shortage? “Yes, there is a shortage but the bigger issue is many trucking companies don’t know where to get started to hire drivers and they don’t use modern marketing strategies. If they are actually on social media, they just have a bunch of ‘Now Hiring’ posts.” RELATED TOPIC: Map Your Marketing Funnels Easily with Funnelytics Segment 3: What are 3-5 tips that a trucking company could implement today to get experienced truck drivers? Think like a modern marketer. Transportation companies excel and setting up processes, finding efficiencies, and maximizing the flow of goods through their system. Use the same strategies to build a recruitment marketing machine. Get testimonials from your current drivers and put them everywhere. They don’t need to be professionally designed but they need to be real. Get your online presence in order. Have a robust Facebook page, set up your Google My Business Page, and capture a lot of positive online reviews. Think at a higher level. Don’t just focus on filling the job of the day, create systems to fill all the jobs over all of the days. RELATED TOPIC: How to Get More Online Reviews with Chekkit Segment 4: If you had a $100 to spend where would it be? “I would get a video driver testimonial and run it as an ad on Facebook for $5/day for $20 days. I should mention that all of the magic happens with ads BEFORE they are on the platform. What I mean is that its the effort you put into the story-telling, the design, the imagery, etc., that makes a great ad.” RELATED TOPIC: How to Develop Your Inbound Video Marketing Playbook Segment 5: Case Study Art Pape Transfer dba Tucker Freight Lines doubled their fleet in just 10 weeks after having 4 trucks parked in the yard. Contact Amrit: Amrit Dhanjaaj on LinkedIn GetTruckDrivers.com If you enjoyed the Master Modern Marketing podcast, please subscribe, rate and review the show. You can also keep in contact with the show sponsor, Farmers Marketing, at www.FarmersMarketing.ca, or www.facebook.com/farmersmktng.
45 minutes | May 24, 2019
Master Modern Marketing Podcast: Track ALL leads with WhatConverts
In today’s episode, we speak with Michael Cooney, Co-founder of WhatCoverts. In this detailed interview, we discuss the current status of lead generation and tracking. We start off with one of the most common questions from business owners - "Where are my leads coming from?", and move into the features of WhatCoverts and describe how it can improve insights into your business and create confidence in your marketing efforts. SPECIAL OFFER: Go to www.WhatConverts.com/try30 Segment 1: Let’s discuss what must be the most common question in marketing...Where are our leads coming from?! Why is that question is so hard to answer? Google Analytics shows conversions which is helpful, but we can’t see the individual leads so it is very difficult to tie sales results to specific leads. Results from phone calls are completed invisible to business owners as well. Segment 2: How do we answer this question with confidence? Michael commented that he hates saying “I don’t know”, and that drove him to say this: “I really need this tool that can capture all leads, tie it back to the marketing, keep a record of all those leads, and then give me reporting of the results of all the marketing. What I need is a system that I can capture the information from any website and any form in under 1 minute.“ Segment 3: How does WhatConverts deal with these issues? WhatCoverts swaps the phone number on the site dynamically. When a call is made we capture the call recording, we capture the caller record from the phone company, we capture all the marketing data, and we store all of this for that lead. Call Tracking: 30% to 75% of website visitors use the phone to make contact. Tracking phone calls and the marketing responsible is really easy with WhatConverts. Here is a list of some of the key features of WhatCoverts: Dynamic phone numbers - Automatically track marketing to a phone call with Dynamic Number Insertion (DNI). DNI may be a new concept if you are new to website call tracking. Some think it’s magic because it works so well; we also think it is magical. When you buy a tracking phone number in WhatConverts, we ask what number you want us to swap out on your website. Our script then finds all versions of the swap numbers and, when triggered, our software swaps the number on your website with a tracking number that allows us to track your marketing data including the caller’s source, medium, campaign, keyword, lead page and landing page. Offline: Offline call tracking allows you to track the success of your offline marketing materials. Having offline tracking numbers takes the guesswork out of determining the ROI on printed materials, television and radio advertising and more. Marketing Source Tracking with Dynamic Number Insertion. Using Dynamic Number Insertion for All Traffic gives you the insight to track how your leads arrive and find your site (such as Google Organic, Facebook Referral, Bing CPC and more). This information allows you to determine the strengths and weaknesses of your marketing plan. Keyword Level Tracking with Dynamic Number Insertion. Using Dynamic Number Insertion along with your pay-per-click (PPC) campaigns gives you the opportunity to track what bidded keyword was used to trigger your ad and resulted in a phone call. Call Tracking - There are three main options when implementing your call tracking. Each option works in a slightly different way. Call Flows - Streamline the call process but more importantly help apply tags to leads such as “new patient”, “existing patient”, etc. Call recording - WhatConverts gives you the ability to control, download and monitor your incoming calls at no additional cost with Call Recording. Being able to listen to your calls lets you review the incoming calls, determine if a lead is qualified, monitor your sales team and more.WhatConverts’ Call Recording feature allows you to choose which of your phone numbers record calls and lets you listen to them all from your main dashboard. Segment 4: Lead follow-through “So much good marketing is killed by bad sales” Have you ever heard from Sales that the leads are junk? Link Segment 5: Michael’s Pro Tips Call Tracking: 30% to 75% of website visitors use the phone to make contact. Tracking phone calls and the marketing responsible is really easy with WhatConverts. Understand the value you are providing as a marketer, business owner, or agency partner. Look at the lifetime value of your customer. Customer lifetime value is the metric that indicates the total revenue a business can reasonably expect from a single customer account. It considers a customer's revenue value and compares that number to the company's predicted customer lifespan. Businesses use this metric to identify significant customer segments that are the most valuable to the company. HubSpot Ensure that marketing reports are accurate and easy to read. Don’t focus on ‘vanity metrics’ such as clicks, impressions, etc.. Those metrics are important but don’t mean much to a business owner. So be leads focused instead. Test campaigns with WhatCoverts reporting. Michael tells a very compelling and insightful story about an industrial company that invested $18,000 to advertise in an industry directory. 75% of the leads were salespeople pitching them, not customers! If you enjoyed the Master Modern Marketing podcast, please subscribe, rate and review the show. You can also keep in contact with the show sponsor, Farmers Marketing, at www.FarmersMarketing.ca, or www.facebook.com/farmersmktng.
19 minutes | May 10, 2019
Master Modern Marketing: Farmers Marketing talks small business marketing on CJOB Radio
In today's episode, Lionel Johnston, and CJOB radio host Kevin Burgin discuss small business marketing. I represented Farmers Marketing on CJOB with guest host Kevin Burgin on April 24, 2017, and we spent most of our time talking about small business marketing. I was asked several questions, but with being on-air and having limited time, my answers were very short. Check out our interview below. However, in an effort to share full information, I have provided the complete answers below the audio link. 1. Does every business need a website? Yes! I said this succinct answer jokingly, but seriously, this question should never be asked ever again. The internet is over 20 years old and while it is still in its infancy it is not a fad. If your business doesn’t exist online, you simply don’t exist. If you aren’t able to get a website set up quickly, at a minimum create a detailed Facebook business page. 2. What common mistakes do many small businesses make on their website? Too much info: Many treat their website like a digital Encylopedia, instead of treating is like their #1 sales rep. Inconsistent design, content and function: as a business grows it is common for more people to ask to add things to your website. Over time, your site becomes fat and loses its purpose. Technical issues: High blood pressure is nicknamed the silent killer. Technical issues are similar for your website as you often don’t see the issues that are hurting your traffic and conversion rates. For example, there are still many sites that are not responsive, meaning they work well whether you are on a desktop, a tablet, or a smartphone. Google implemented a new algorithm called ‘Mobilegeddon’ in 2015. In short, this algorithm change rewards mobile-friendly websites … which also is the same as penalizing websites that are not mobile-friendly. If you can only fix one thing on your website this year, making your website responsive would be the #1 thing to fix! 3. How to use small business marketing to build an online presence? Slowly. It is easy to get caught in the trap where you try a Facebook post or ad and you don’t get waves of customers crashing through your front door. Some things hit big right away but most growth will grow over time. The most important objective, in my opinion, is to think about your customers or audience first. Who are they? What do they care about? What are their needs and how can you help them? Find a way to add value to them and as you gain trust and a reputation, you will also build an audience. 4. What is SEO? SEO stands for Search Engine Optimisation. To keep it simple, basically, SEO helps Google understand what content you have which helps match the content online to the search query a user had. Think of it this way. If you upload an image, Google can’t see what the image is, but if you add alt tags to the photos such as “Red Mustang convertible beach palm trees summer”. SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines. – Search Engine Land 5. Why Blog? Because Google says so :). Google rewards businesses that produce unique and consistent content that people engage with. Working to do what Google wants is generally a good business practice in today’s digital world. Blogging is a great forum for you to share your expertise, insight and philosophies. Having a robust blog covering relevant information is a great resource for you when dealing with your customers. When they have questions you can direct them to a thorough and well-produced blog post. BONUS TIP: Not sure what to blog about? Create a list of your top 10 most asked questions. Then write a detailed post answering each question. See more blogs from Farmers Marketing on the Farmers Report: a blog for lovers of marketing and growing small businesses. 6. What to look for in a digital marketing contractor? We didn’t’ have time for this question on air, but it is a very important topic. Marketing has changed forever. Assuming you have watched Mad Men, there are still many marketing agencies that want to run 100% of a company’s marketing functions. For some very large brands, that practice still exists today but it is becoming less common. One major reason for this shift is digital marketing activities seem like one discipline, but it is actually is a collection of many specialized disciplines. For example, you have SEO, graphic design, website design, content creation, video production, email marketing, blogging, pay per click advertising, UX, and so on. In each one of these specialties, you could spend your career honing your skills. If a contractor tells you they can do EVERYTHING for your business they are simply wrong. 7. What should a business owner do first? Go to Google and learn the importance of digital marketing. I suggest this because many agencies and experts like to throw around ten-dollar words to confuse you and show your importance. At a high-level, digital marketing is simple to understand: Digital marketing (also known as data-driven marketing) is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium. – Wikipedia As a business, it is critically important to get a basic understanding of digital marketing. You want to be prepared for when a contractor tells you they can “make a new website for you, but it won’t be responsive.”, you need to know enough to politely stand-up and leave the meeting. Google has upwards of 500 updates per year which is a pretty good reason to have an expert in your corner. If it helps you feel better, even website experts are challenged to keep up with all the changes. Yes, there is a lot to know, but it is simple at the same time. So, don’t get overwhelmed or intimidated. You can do this. Let me leave you with this: Over 50% of people pick up their smartphone immediately when they wake up. The digital world is here to stay and your customers, are like you – they live online. So make the commitment today to get started with digital marketing. You can’t do everything but you can do something. If you enjoyed the Master Modern Marketing podcast, please subscribe, rate and review the show. You can also keep in contact with the show sponsor, Farmers Marketing, at www.FarmersMarketing.ca, or www.facebook.com/farmersmktng.
54 minutes | Apr 19, 2019
Master Modern Marketing Podcast: Local Lead Generation with MoreHotLeads.com
In today’s episode, we speak with Daniel Moscovitch, from MoreHotLeads.com about local lead generation. While many local businesses are starting to embrace modern marketing, there is still a long way to go. In this detailed interview, we discuss the current status of local lead generation, how it works, and where a small or medium-sized business can get started. Daniel also shares some case studies from their clients to demonstrate just how powerful local lead generation can be. Today's Topics: Tell us about 'Local Lead Generation'? What is it and what should a small to medium-sized business know about it? How seriously should a local small and medium-sized business take digital marketing? Where should small and medium-sized businesses get started? Can you share some real examples of how local lead generation impacted one of your clients? Do you have a Pro Tip, something interesting, shocking, surprising, insightful, to leave our audience with? Here are some excerpts from our discussion with Daniel: Tell us about 'Local Lead Generation'? What is it and what should a small to medium-sized business know about it? Well, the scope of generating leads has completely shifted in the last 10-15 years with the advent of the internet, specifically, Google and Facebook. Being able to take advantage of the traffic that is available for businesses on these platforms, is huge. Businesses have to rely a lot more now on making sure that they can get in front of the people who are showing interest in them. Long gone are the days where people are relying solely on word of mouth to promote businesses, especially in certain areas like bigger cities. So, the status of Local Lead Generation right now would be, it's really important to be where your customers are. And when it comes to other paid advertising platforms, that means making sure that your products or services or your messages are getting in front of your audience where they're hanging out. And as long as your website is set up properly to convert that traffic into leads, then that is how you're going to really expand and build a consistent and steady flow of leads. That goes for a local business, like a mom and pop shop, and it goes for international businesses as well. The concepts are very similar across the board. It's just the way that it's the scale of the campaigns that that are different. In terms of local businesses, I still consider this time to be the wild west, or like the Gold Rush, in terms of not every business has gone online yet. I think five to 10 years ago, that was really where it was, businesses were not advertising online, but businesses now are starting to realize that their leads, their prospects, their ideal clients, are searching for them online, and they need to be there. So, businesses are starting to get used to the need for investing in this technology. And yes, because more businesses are doing it, it is more competitive, but that's why it's important to just do it right. Word of mouth is still very important. Because word of mouth is all just about reputation. So then, when you're competing against other companies you should make sure that that your company has the best reviews, you're attracting the most reviews and all that kind of stuff, there are other ways to leverage that word of mouth, into the online world. I saw a statistic recently that said something like 88% of consumers will read multiple reviews before making a decision, it really depends again, on the industry, on the service being provided on the product being sold. When people need something now like emergency plumbing, or, repairing a garage or an appliance when it's broken. A lot of the time, those consumers won't spend as much time worrying about reviews, and they'll spend more time just calling the first company that pops up if I'm doing a Google search. That's what we've noticed, as well on Google and with SEO, is that as long as a result provides the information that the searcher is looking for, the business will benefit. So, if there's a searcher that has intent, as long as the result has the information that the searcher wanted, then chances are they're going to stay on that search result. How seriously should a local small and medium-sized business take digital marketing? Typically, one of the biggest things that I come across when I talk to prospects and talk to businesses that we work with, is they just don't really a understand the type of investment that it takes to actually get the results. And what will provide them value and they don't truly understand the value of it. So, there are a lot of business owners that look at marketing just as a cost but don't see it as an investment. Yet, it’s an investment in their business meaning for every thousand dollars that I spend, I'm hoping to make $5,000 back? If it's phrased properly, like “You pay me $1, and I'll give you five”, most business owners would jump through hoops to get to that. But a lot of people don't really quite understand it, they just see, oh, it's an expense and they are not sure what they are getting. That's up to me, and up to two marketers like us, for us to educate our customers, our clients, or prospects, on how things work, how to calculate the return, how to how to project results, really show the perceived value there, that this stuff brings, because this stuff does work. If it didn't work, people wouldn't be investing money in it, and they wouldn't be paying companies like you or myself that, you know, money to do campaigns on a monthly basis. Where should small and medium-sized businesses get started? At the end of the day, I truly believe that really all that matters are the number of leads that are coming in, because you can have a poorly run business and not the best communication with the client, but as long as they're getting a lot more business out of what their investment is that at the end of the day, it's just a smart business decision to keep it going. But the proper onboarding of a client setting those expectations of what to expect and when to expect things, how much to expect, how to check this report how to understand this, that builds a lot more trust and will be a lot more beneficial in the long run. In terms of setting up a predictable marketing system for local businesses, it really just depends again, on what services they need, what would help them achieve their goals. So, say “I want to have the 10 new leads next month”. If that's the case, then obviously SEO wouldn't be the best solution for them. Because SEO takes a lot longer. If they say, "I want to have 10 leads next month, and I know that my target audience is active on Facebook", then we would look into running some Facebook ads. But at the end of the day, we're not just running the ads; we're running the ads, we're testing the ads, and then we're setting up conversion tracking. So, we know exactly what campaigns are working, they know exactly how many leads are coming in from where. And it's really important to show that level of transparency. I know there's a lot of SEO companies out there who basically just send a report saying “Hey, here's an invoice. This is what we did last month. Here are some rankings”. But it doesn't really explain what it led to. So, we're big into explaining that. "This is the work that we've done. These are your rankings now. But it's, it's led to an increase in the 15% leads from organic Google search. So, you've got another 15 phone calls this past month just because of this work". And that's really what the bottom line is and what the business owner cares about. Definition: Customer lifetime value (CLV) is the metric that indicates the total revenue a business can reasonably expect from a single customer account. It considers a customer's revenue value and compares that number to the company's predicted customer lifespan. Businesses use this metric to identify significant customer segments that are the most valuable to the company. HubSpot They have to ask themselves, "What's more important to me?" A business that has been around for 10 or 15 years, who are established who isn't going to go out of business, they don't have to turn off the lights because they don't get those 10 leads next month. Those are the type of businesses who are going to be more serious about marketing and taking their business to the next level in the long term. Those types of business might think about an SEO strategy. The reason that SEO is so powerful is that do those organic results, whether it be in maps, or you know, at the top of Google, our trusted a lot higher than the paid ads results. So, you're going to get more traffic, you're going to get more results, you're going to get more customers more leads and all that stuff than organic, it takes longer to get there. And it's not guaranteed, right? A lot of business owners are really scared of the long game. And they said, “Oh, I'd rather just pay Google to show up. I know that if I set up a campaign, and every time someone clicks on my ad, I'm paying for it, it's fine. I'm getting, you know, traffic to my site”. The problem is that not everyone trusts online ads. I mean, they're highly effective, but they're not necessarily as effective as SEO in the long run. So, if you're talking to a business that's more established, then they should invest in SEO for sure. I've talked to a number of businesses that have such a stellar offline reputation, they've been around for 40 years, for 30 years. And now they can't believe that these young guys who've only been around for two years who started investing in digital marketing, are ahead of them in Google, and they don't understand it. They think it's an illegal act! Basically, they're offended by it. So, for those types of traditional business owners, they should definitely think seriously about investing in some online services. I always say i
42 minutes | Apr 5, 2019
Master Modern Marketing Podcast: Lessons learned from Wistia's One, Ten, One Hundred Video docuseries project
In today's episode, we speak with Barb Gagne, Director of Demand Generation at Wistia. We discuss an incredibly interesting project called 'One, Ten, One Hundred'. Here is a short project overview to get you started: ‘One, Ten, One Hundred’, is the title of with Wistia's first ever video docuseries. Wistia partnered with a video production agency called Sandwich, to come up with a creative concept and produce three video ads to promote Soapbox, with a production budget of $1,000, $10,000 and $100,000. (Learn more on Wistia’s site) Wistia has a video team and they shot behind the scenes coverage of that production and made it into a four-part video docuseries. And the goal of the project was to explore the relationship between creativity and money. And does money actually impact creativity? So, ultimately, the goal was to test which video would produce the most app downloads of Soapbox. What is Soapbox you ask? Soapbox is a Chrome extension that enables anyone to record, edit, share, and measure presentation videos. Today’s Topics: What is the current state of video and what are some growing trends? Deep dive into the ‘One, Ten, One Hundred’ video docuseries project What areas of video production and distribution are often misunderstood or under-appreciated? What should a SMB consider as the main goal of videos they produce? Pro Tips Here are some highlights from our interview with Barb: What is the current state of video and what are some growing trends? One of the trends I'm most excited about is when brands create long-form episodic video content. And, this is where brands and creators dive deep into a particular topic. And, they tell a story through a series of long form videos, which also aligns with our business strategy. And I like this, because long-form video allows brands to dive deeper, and have people engage more with their content. So, it’s a way to provide educational and entertainment value beyond the products and services that your brand offers. And it helps you build your brand in a really meaningful way. “We think that longer form, episodic video content is one of the most exciting and creative mediums to pop up in recent years, and we’re excited to get in on the action.” RELATED: Master Modern Marketing: How to develop your inbound video marketing playbook So, one of the common questions that I get from marketers at small and medium businesses is "How can I do video marketing with a limited budget? I think there's a misconception that you need a big budget to include video in your marketing and communication strategy. But in fact, you can do a lot with a very limited budget. For example, if you have one produced video, there's lots of ways you can repurpose it; you can shorten it to share on Twitter or LinkedIn, you can make it into a vertical version to share an Instagram. Or you can even make it into a video thumbnail to use in your email. Or if you don't even have one piece of produce video to repurpose, that's okay, you can just create a video using your iPhone or with Soapbox, which is a Chrome extension from Wisteria that allows you to record your screen and webcam at the same time.’ Well, I think it's a long-form episodic content is something that I think a lot, not a lot of businesses are considered right now. Because they always think the thing that they have to do is the shorts, you know, product overview, or maybe a video ad to generate, you know, conversions from for their product, and those are absolutely things that you should be doing. I would encourage other businesses to consider producing longer form or maybe episodic content, to build more of a story about your brand, and provide the educational and entertainment value to keep users on your site. Because once they're on your site, and they're spending more time with your brand, they then will see the value in your brand. And then they will start to explore the products and services. So, it can be used as the gateway to be able to get them in get to know them within your brand. RELATED: Wistia's Blog - 4 Companies Producing Episodic Video Content, Big and Small A Deep Dive into ‘One, Ten, One Hundred’ Project Project Overview: So ‘One, Ten, One Hundred’, is the title of with Wistia's first ever video docuseries. And this is where it was to work with a video production agency called sandwich video, to come up with a creative concept and produce three video ads to promote soap box with a production budget of $1,000, $10,000 and $100,000. Wistia has a video team and they shot behind the scenes coverage of that production and made it into a four-part video docuseries. And the goal of the project was to explore the relationship between creativity and money. And does money actually impact creativity? Results: For the Soapbox video ads, we had three videos, with three very different production budgets, and I wanted to find out what video will be the most effective and efficient at driving product installs, would it be the video that was shot with a production budget of $1,000, 10,000, and $100,000. or $100,000. So, to test this out, I used Facebook and YouTube to test at scale, which provided us with the flexibility to move the budgets around based on performance and optimize in real time. And what we learned was that across the board, the video that we created with $10,000 production budget performed the best based on our goals. It had the lowest cost per install across both Facebook and YouTube. And, I think it has to do with that $10,000 video ad deliver the strongest story about what soapbox is and how it can be used. It all came down to the storytelling, the $1,000, one to have enough of the story to showcase the product. And the $100,000 version was just over the top with this production, so the $10,000 was like the perfect blend of both. Additionally, our goal for that was to achieve the lowest cost per install. And it was consistent across all media partners, you know, that the $10,000 ad was the winner at achieving our goals. So, to promote the docuseries, we had a two-minute trailer to promote it. And again, we turned to Facebook and YouTube as our primary paid partners. But we also tested the video ads and Reddit and text ads and core as well. And we promoted the series use the trailers three weeks prior to the series being released online. And during this stage, we captured email addresses of those who wants to know when the content was released. And, we came away with a lot of great learnings not only from that phase, but we had another phase that included promoting the series once it was released to the public. And we're still gathering learnings now to this day, because we're still promoting it. So, what we learned was that people really appreciate in crave this kind of long form episodic content. In addition to tracking sessions, so landing page with the videos and video views, we also have tracked engage video views, which was we defined as being having to watch 25% of the video. And, in the first two months of the content being released, we were able to generate 484,000 engage video views. And, we also learned that early promo phase, where we had the trailer promoting the series before it was released, the project then far exceeded our expectations. The trailer promo was great a capturing and creating interest in the series. And it was really helpful in building buzz around the project and generate interest in the series. And during this short three-week promotional period, we generated nearly 7000 leads the cost per lead of less than $5. And we also learned that we can use One, Ten, One Hundred project, or other video docuseries to build an audience pool for marketing of future video series. And each time that we do this it is going to be easier and easier to build that reoccurring audience base. What areas of video production and distribution are often misunderstood or underappreciated? I think one would be script writing, which I think can seem really intimidating. But I found that having a process and framework and place, is crucial to writing a good script. You could start with a simple brief and include, what you want your audience to be, that consumes the content, what the key takeaway should be, and how the video be used, whether it be on your site, or through other additional promotion, for example, on social, and that really helps with the writing process. And, I would say like, when you're writing your script, keep it conversational. Read it out loud a couple times, and just keep practicing getting really good at it. What should a small to medium-sized business consider as the main goal of videos they produce? I would think about using video to drive more engagement with your audience. I know, we've been talking a lot about that with the long-form episodic content. But I really believe that you know, if you provide a lot of value in your videos, whether it be educational, or, entertainment value, it’s a great way to keep them watching the video and stay on your site for longer. It really is great thing. So again, I would encourage folks to consider creating episodic video series a way to do this, and also to help your company achieve their goals. Pro Tip: First of all, set goals. As digital marketer, I often get overwhelmed with all the data that is available. And it's often easy to lose sight of what you're trying to do with your marketing campaigns, because there's the access to data is just in abundance. So, I would say when evaluating your videos, like look for metrics, outside the standard ‘view’ or ‘play’ metrics. I would look for other metrics such as time spent with brand, which will give you an indication of engagement with a brand. It will tell more of a story. So, video views and plays are great. But if you can get people to watch 25% of your video, 50 or even 100%, that's way more valuable. And, you should be evaluating and
65 minutes | Mar 29, 2019
Master Modern Marketing Podcast: An introduction to influencer marketing
In today's episode, we speak with Keelyn Lewis, Head of Talent and Brand Partnerships, from Cherry Pick Talent. We present a detailed introduction to influencer marketing, and we discuss a case study where they generated over 56 million in video views on YouTube for a client! Today's Topics: 1. What is Influencer Marketing? Influencer marketing (also influence marketing) is a form of marketing in which focus is placed on influential people rather than the target market as a whole on social media. It identifies the individuals who have influence over potential customers and orients marketing activities around these influencers. Wikipedia Here is an example of a project Cherry Pick Talent did with YouTuber Wengie. This video has over 11 million views on YouTube and she has 13 Million subscribers! Watch Video 2. What is the difference between Affiliate Marketing and Influencer Marketing? There is actually a lot of overlap between affiliate marketing and influencer marketing. Affiliate marketing pays a commission on actual sales generated. Influencer marketing is more of a brand deal where an influencer is paid to create and distribute content for a brand - regardless of sales. Where the overlap occurs, is when an influencer has a paid brand deal but also can earn affiliate marketing revenue if they generate a lot of sales. Typical sales rep compensation is a good parallel in explaining how affiliate and influencer marketing are different but work together. There are generally three ways sales reps get compensated: 100% base pay (similar to influencer marketing) 100% commission (similar to affiliate marketing) Base plus commission (similar to a hybrid model) 3. Where is Influencer Marketing going and where should a small to medium-sized business start? First of all, there are three main levels of influencers: Micro-influencers have around 5-10K followers. Brand deals are a good way for them to build their status. They could earn around $150/post on Instagram or more. Mid-range influencers have between 10k-200k followers. New brands often look more at follower /subscriber base, but engagement is more important. Macro-influencers have more than 200k followers and could earn 6 figures for a single post! Keep in mind that there is a ton of work on the influencer's side due to the creative, filming, editing, etc. needed to create the content, not to mention their investment in building their audience as well. So, macro-influencers command the largest investment but also present the greatest reward for brands. 4. How can brands evaluate the results and return on Influencer Marketing? There are a number of metrics and results that brands can use to measure ROI, but, engagement is typically the most important metric. Additionally, brands don’t want to sound too 'salesy' so they focus more on brand awareness and social engagement. However, many app and game brands are able to directly measure results for downloads, so there are some cases where conversions are the goal of influencer marketing. Further to the point above, influencer Marketing can work for all three stages of the Buyer's Journey, but the awareness stage is the most common stage. Awareness - "I think I might need X" Consideration - "What are my different options for X?" Decision - "Where can I buy X?" 5. Case Study: We get into a lot of detail on a case study but here are some of the measurable results. * 47 YouTubers participated | 1 Competition | 3 Charities | 56 Million Views on YouTube! RELATED CONTENT: Influencer marketing and online reviews are closely linked as they both increase a brand's online credibility and the level at which they will appear in searches online. The more credible, and the more a brand is engaged with, the more Google will show the brand in searches. Podcast: How to Get More Online Reviews Featuring Chekkit More about Cherry Pick Talent: Cherry Pick Talent is a boutique influencer agency that specializes in partnering top social talent with dynamic brands. We have worked with thousands of international influencers in 17 different countries and 6 different languages. We are headquartered in London with offices in Canada and the US; allowing us to work around the clock to make sure that even the tightest of timelines can be met. Connect with Keelyn Lewis on LinkedIn. If you enjoyed the Master Modern Marketing podcast, please subscribe, rate and review the show. You can also keep in contact with the show sponsor, Farmers Marketing, at www.FarmersMarketing.ca, or www.facebook.com/farmersmktng.
57 minutes | Mar 7, 2019
Master Modern Marketing: Building women's confidence and businesses through coaching
In today's episode of the Master Modern Marketing podcast, we speak with life coach, podcaster, and entrepreneur, Katherine Koroll. In recognition of International Women's Day, we speak with Katherine about the common roadblocks and opportunities she sees with her women entrepreneurial clients. We also dive into why she has built a very specific business model. HINT: She doesn't want to be limited by trading time for money. Connect with Katherine: On Instagram On Facebook On LinkedIn On KatherineKoroll.com Listen to the Freedom To SHINE Podcast! If you enjoyed the Master Modern Marketing podcast, please subscribe, rate and review the show. You can also keep in contact with the show sponsor, Farmers Marketing, at www.FarmersMarketing.ca, or www.facebook.com/farmersmktng.
35 minutes | Mar 1, 2019
Master Modern Marketing Podcast: Transform your sales team into a closing machine with Proposify
In today's episode, we speak with Patrick Edmonds, Chief Marketing Officer at Proposify. Proposify makes it easy to create beautiful online proposals that are impossible to ignore. Professional, interactive, and mobile-friendly. Your clients will be so impressed they’ll have no choice but to say yes. What are the biggest benefits that Propisfy has to offer? Proposify helps you: Get the proposal in front of your customer faster and have as little friction as possible for them. Gain customer insights. You can see if they opened it, how long did they look at it, how many pages did they view, what pages did they ignore, etc. Create more beautiful looking proposals. Save significant time. Case Studies: New Lawn: An artificial grass company can turn quotes around in just 15 minutes, which is a huge advantage. Sea Monster Studios: Saves 20-25 hours per month in administration. Sandler Sales Training: Sometimes had to wait a month to get the contract back from their client, and now they can do that in 24 hours and they a 90 response rate! What types of businesses is Proposify good for? Highly transactional non-personal (e-commerce). Highly personalized sales - 1 to 1 relationship. May also call these quotes, contract, agreement, bid, pitch, etc. about us, service offering, legal contract, digital signature, etc. B2B service related industry agencies, consultants. B2C - construction, cleaning, hospitality, event planning, HVAC, Roofers, etc. Features: Integrates with many CRMs. Templates (case studies, bios, etc. Share online and have full tracking. Full design editor. Embed video (testimonial, personalized message). Protips: Shorter is better Keep fees simple - offer small medium and large options Faster is better - within 4 days are 11 % more likely to close, It takes 7 days between the opening and signing off across their customer base The average proposal sits in an inbox within 26 hours! Contact Patrick or Proposify at: Patrick on Twitter | Patrick on LinkedIn Proposify on Twitter | Proposify.com Related Content: How to get more online reviews for your business with Chekkit If you enjoyed the Master Modern Marketing podcast, please subscribe, rate and review the show. You can also keep in contact with the show sponsor, Farmers Marketing, at www.FarmersMarketing.ca, or www.facebook.com/farmersmktng.
45 minutes | Feb 22, 2019
Master Modern Marketing Podcast - (PART 2) Marketing Audit & Coaching Call, Featuring Clint Clarkson, Founder of eLearning Alchemy
In today's episode, we speak with Clint Clarkson, Founder, eLearning Alchemy. This is part 2 of a two-part podcast series. The purpose of this episode is to conduct a marketing audit of eLearning Alchemy and have a live coaching call with Clint. We discuss the many things that are great with his business, and the opportunities for improvement. If you enjoyed the Master Modern Marketing podcast, please subscribe, rate and review the show. You can also keep in contact with the show sponsor, Farmers Marketing, at www.FarmersMarketing.ca, or www.facebook.com/farmersmktng. To be a guest on the Master Modern Marketing podcast, and get a FREE marketing audit and LIVE coaching call, please apply HERE!
43 minutes | Feb 15, 2019
Master Modern Marketing Podcast - Marketing Audit & Coaching Call, Featuring Clint Clarkson, Founder of eLearning Alchemy
In today's episode, we speak with Clint Clarkson, Founder, eLearning Alchemy. The purpose of this episode is to conduct a marketing audit of eLearning Alchemy and have a live coaching call with Clint. We discuss the many things that are great with his business, and the opportunities for improvement. Below is a summary of the marketing audit and live coaching call: Strengths: Website, social, and promotion: 1) Comic - The L & D Comic Series is outstanding. We are most impressed that Clint tested various marketing tactics for 5-week periods to test what resonated best with his market. It was the 5th comic in the 5 comic series where he noticed a surge in engagement. He committed to doing 5 more and as they say, the rest is history. Comic #100 is complete and being released shortly. 2) Podcast - The eLearning Podcast is a long-form style of content where Clint can go deep into e-Learning strategies and share his philosophies. Podcasting is a long-game strategy but this has a lot of potential as the company grows. 3) Thought leadership - Though Clint doesn't see himself as a thought leader, through his speaking and social media presence he has positioned himself as an expert and someone that can facilitate discussion and engagement. 4) Linkedin - Clint has amassed close to 14,000 followers on LinkedIn. While the exact number of followers isn't important, the fact that he is building an audience is significant. In many cases, creating content is easy, it is finding a message and medium that resonates with the market that is the challenge. Clint is in the enviable position of having high engagement plus a large audience 5) Twitter presence - Similar to our comments with LinkedIn, Clint has a strong presence on Twitter and has many engaging discussions and Twitter chats to date. Opportunities for Improvement: 1) Website Technical Overview (speed/content, etc.): NOTE: As of recording this podcast, Clint's website wasn't completed but it was within one week of being live. HubSpot Website Grader: https://website.grader.com/results/elearningalchemy.com GT Metrix - https://gtmetrix.com/reports/elearningalchemy.com/vCWb6iXI Website speed is critical Compress EVERY image on your site. Use free tools like www.tinypng.com. Use no image sliders. Period. Use compression optimization plugins. See the top 5 plugins. Delete unused plugins. They are not necessary and add weight to your site. 2) Analytics: Add Facebook Pixel (Read this for sure Hootsuite blog post). You will need a Facebook ad account but you don't need to run adds until you are ready. Ensure Google Analytics is installed Add conversion tracking Read https://optinmonster.com/google-analytics-101-how-to-track-your-conversions-step-by-step/ Funnelytics - This is a FREE campaign mapping tool, and it is very helpful for mapping out your marketing strategy. 3) Lead Prospecting: Sales Navigator - This tool can be helpful to target the right type of prospects. Learn more from LinkedIn here. You are going to need some sort of CRM email mgmt. system. Farmers Marketing uses HubSpot's growth suite. It gives you a lot of functionality at a reasonable price for a small business. https://www.hubspot.com/pricing/growth-suite. Click on 'starter'. Many of the tools they offer, such as their CRM, are free. 4) Campaign Set-up Jeff Walker's 21-day Launch Formula - One this I really like about the Product Launch Formula is it teaches you how to treat new initiatives, campaigns, products, or services, like a big deal. If you published a book you wouldn't just float it out there. You would have a full launch campaign. This strategy can be applied in many areas of your business. Build your 'value ladder'. Where do leads become customers? Is there a clear path that a prospect would take? What would they buy first? What would they buy next? Etc. 5) Overall Philosophies: The Googles and Facebooks of the world, want to provide a positive experience for their users. At a high level, those that run good businesses and provide what the market wants, get rewarded (more exposure and lower overall advertising costs). Don't ever try to trick Google, Facebook, or the market. Always ask 'Who Cares?'. If the answer is no one, then don't communicate it. Find a way to get people to care or find ones that do. For example, doing a month of native LinkedIn videos could be tiresome if they are sales pitches, but, if they are filled with fun and insightful commentary on a specific comic, for example, people likely would care. What does your brand stand for and what do you offer the world? Do your website and everything you create clearly communicate that? Check out Building a Brand Story by Donald Miller. It is an excellent book that will walk you through challenging yourself about what your business stands for. Website promotion - Outside of announcing it is new, most, if not all people, won't care. In short, promoting your new website just highlights what you have to offer, and doesn't speak to your client's pain points - unless there is some new functionality that is really valuable to them. If you enjoyed the Master Modern Marketing podcast, please subscribe, rate and review the show. You can also keep in contact with the show sponsor, Farmers Marketing, at www.FarmersMarketing.ca, or www.facebook.com/farmersmktng. To be a guest on the Master Modern Marketing podcast, and get a FREE marketing audit and LIVE coaching call, please apply HERE!
38 minutes | Feb 11, 2019
Master Modern Marketing: How to get more online reviews for your business with Chekkit
In today's episode, we speak with Daniel Fayle, Co-founder of Chekkit. Chekkit is simple to use yet is a hugely important tool to help businesses capture positive reviews from their clients. We discuss the importance of generating reviews on your bottom line. we dive into some stats on consumer behaviour. And we talked about how and where to get started getting reviews for your business. RELATED: Chekkit Case Studies We cover a lot of important topics for small and medium-sized businesses here on the podcast. But getting reviews is by far one of the most important topics. Press pause on the podcast for a second and Google some local businesses around you. Well, obviously don't do that if you're driving right now. But, what did you find? I bet you were like me and found that many of these companies had very few reviews and some even no reviews. I know of many businesses, you know, some businesses doing 10s of millions, even hundreds of millions a year with no focus on generating reviews. Yet, many companies hope that doing nothing will help fix things. Think about this. When are you more likely to leave a review without being prompted? Usually, it's when you have a bad experience right so generally when you do nothing you collect more negative reviews and you should if those negative reviews actually were a true reflection of your business you'd be out of business by now but those reviews don't represent your business, do they? Most people love your company that's why you've been successful to this point. So, this head in the sand strategy leads companies to have their reputation dragged through the mud when you Google a company or look on indeed TripAdvisor home stars etc. You often see reams of negative reviews from disgruntled customers are past employees peppered with the few positive reviews from customers. As you can tell, I'm pretty passionate about this topic. And I'm amazed by how many companies don't take generating reviews seriously in today's day and age. And that's why Chekkit is on the show today. I encourage you to stick with us for the entire episode. And, I'm confident by the end of the podcast you're going to be excited to drive more positive reviews your business and more importantly, you will know how to drive them efficiently and consistently. Need more convincing? Check out these stats from BrightLocal! 97% Search for local businesses online 93% Read online reviews about local businesses Most consumers look at 2+ review sites before making a decision 85% of people trust online reviews as much as a personal recommendation 77% of consumers think that reviews older than 3 months aren’t relevant Some Common Review Sites: 1) Google My Business 2) Facebook 3) Trip Advisor 4) RateMD 5) Zomato RELATED: Chekkit e-book and resources If you enjoyed the Master Modern Marketing podcast, please subscribe, rate and review the show. You can also keep in contact with the show sponsor, Farmers Marketing, at www.FarmersMarketing.ca, or www.facebook.com/farmersmktng. To be a guest on the Master Modern Marketing podcast, and get a FREE marketing audit and LIVE coaching call, please apply HERE!
53 minutes | Jan 21, 2019
Master Modern Marketing: The ins and outs of modern web design
In today’s episode, we dive deep into modern web design. Our expert guest, Lindsay Creedon has close to two decades experience in the marketing and web design world. Today's Topics include: 1) What is the role of modern web design? 2) 5 key factors that every modern website must have 3) 4 areas for businesses owners to get started with when building a new site 4) Finally, a PRO TIP that is sure to save you money any time you work with web designers. If you enjoyed the Master Modern Marketing podcast, please subscribe, rate and review the show. You can also keep in contact with the show sponsor, Farmers Marketing, at www.FarmersMarketing.ca, or www.facebook.com/farmersmktng. To be a guest on the Master Modern Marketing podcast, and get a FREE marketing audit and LIVE coaching call, please apply HERE! Read the full transcript below: Lindsay 0:00 So that is what could be the million dollar question because it is endless. And this is probably the most asked question. And it's also probably the least satisfying. Yes, sir. Okay. Because it really does range, it ranges on a couple of factors. And I would say, one, the experience of the person you're working with, so like, you know, are you getting your nephew to do it for you might be $500 and expectations are low, you know, no offense to the nephews, but, um, but, you know, and it can, it can go upwards, even in the small and medium-sized business, you know, we see a lot of people who, you know, are upwards of, you know, 20, you know, north of $20,000 on a new website, but that's not the arena I really deal in. So, I would say the big range would be probably around two to 10,000 in my world is what they're looking for. Lionel Johnston 1:01 Hi folks, this is Lionel Johnston, with the master Modern Marketing podcast, and that was Lindsay Creedon, Lindsay has close to two decades in the marketing and web design space. And she is definitely an expert specializing in modern web design. In today's episode, we discuss with Lindsay the role of a modern website we also get into the five key factors that every single website must have. Then we transition to four areas of focus when you're building a new website or if you are updating an existing site Lindsay also shares a pro tip that is sure to save you time and money anytime you're working with web designers. As you heard in that short clip, she has a lot of great insights and great tips for you that you can implement in your business immediately. So I encourage you to stay with us right to the end, as there's a lot of great gems that you can take and apply to your business. So let's cue the intro and dive right in. Announcer 1:48 We really love marketing, telling stories and sharing ideas with others to help them achieve their goals. You enjoy growing businesses through digital marketing or would like to learn how to take your knowledge and skills to the next level. You're in the right place. Welcome to the master Modern Marketing Podcast. Lionel Johnston. Lionel Johnston 2:09 Hi, Lindsay. Welcome to the Master Modern Marketing podcast today. How are you doing? I'm doing great, how are you? Great, thank you. Thank you so much. I appreciate you being on the show today. I've been really looking forward to this because, you know, we have a great working relationship. And I know you've got a ton of great insight that you can share with our audience today. So I'm looking forward to diving right into that. And just before we have you introduce yourself, Lindsay, I just wanted to give a quick overview, again, of how the podcast typically works. The majority of our guests on our podcast actually are small and medium-sized business owners. And what they actually do is they apply to be a guest on the podcast, and then we're able to do a digital marketing audit of their business. And then we actually have a live coaching call where we're able to give them than that, you know, tips on how to improve their business, they can go off on their own and do that, or they could hire someone or work with farmers, you know, to be able to do that work. But that's generally the majority of the guests that are on this podcast. The other part of it, which I really enjoy a lot is having experts like yourself, you know, and you're an expert on the web design, and you're able to share your insight to these small and business small and medium-sized business owners of what they need to know to build a run an effective business. And again, specific to web design. So are you ready to jump right in? Lindsay? Yeah, let's get to it. Alright, great. So how about if we could just start off if I could just have your say, your name and a little bit about the company that you're running over there. And if you have an interesting anecdote that you'd like to share, that would be great. Good. Well, my name is Lindsey creative. I've worked in design, web design, print design for almost 20 years, the last 17 years or so I've worked with a focus on automotive marketing in my sort of nine to five world. But I also do a lot of freelance work in the web design website building category. So as I mentioned, I have kind of done a lot of different design work. I started out actually, as a print designer. Sounds a little archaic these days. Lindsay 4:11 But yeah, yeah. So you know, doing Print Layout, logo, design, branding, that sort of stuff. You know, it teaches you a lot of great things about just sort of the basics of design and type biography. But I always sort of had this real passion for the digital side of, you know, website, they didn't really teach that when I went to school, but it's something I sort of always did in my free time for myself, and I found myself spending more and more of my free time and kind of doing projects for friends and friends, businesses, and yeah, it just sort of took over my life. And I found myself working on it more and more with small businesses. And, and it turned into a large freelance sort of career on the side for me, Lionel Johnston 5:00 do you have clients all over the world now, do you not? Lindsay 5:02 Yeah, Yeah, I do. Actually, you know, I think I'm, we have clients and have had clients maybe on like, four continents now at this point. So, yeah, I've met lots of great people through it just keeps growing. Lionel Johnston 5:20 All right. Well, that's, that's great. Well, I definitely am very excited to have you on the podcast. And Lindsay, as you know, we've done some work together on some different client projects. And I have shared this with you individually. But, uh, definitely want to share this on the podcast as well. You know, I've really been very impressed in this situations where we've had the opportunity to be able to work together, you're definitely one of the most talented people that I've worked with, especially in the web design arena. And you're very, very easy to build to work with, and a very professional and you do great work. So really, all the things that you would look for, you know, in someone to do business with you check off all those boxes. So yeah, my pleasure. And it's been great working with you. All right. You're welcome. My pleasure. Well, how about Lindsay? Why don't we jump right in? We're going to talk about the first question, which is the role of a modern website. So I just wanted you if you could take a moment I thought that would be a good starting point is what does a modern website look like? I know there isn't just one way to build to do things. But in your expert opinion, what do you feel the current state of a modern website is? Lindsay 6:27 Yeah, that's a big question. Definitely, most of what I've learned has come from seeing, you know, what's not a modern with a lot of the Small Business worked on some of the things that make a great website, I would say, it definitely starts a few rules for businesses. So whatever your website looks like, it's got to generate leads for your business, whatever that means to you. Whether it's, you know, people buying products are people picking up the phone, so they're definitely the modern website has to be a lead driver for your business, it also has a sort of serve as a calling card for your business. So there's a lot of, especially people I've worked with, who might be in the service industry, so that, you know, they might be doing home renovations or, or that type of work. And clients tend to backcheck someone they're thinking about doing business with. So you know, as soon as you sort of here have a business, the first thing most people do is go to their website and see what they're all about. So, so that modern website should really reflect your professionalism, reflect your brand, what you offer, you know, people are asking themselves, like, is this business professional? Do they seem trustworthy? You know, are they able to provide the type of level of service that I need. So I think the purpose the overarching purpose of a website for companies should do those things, it should help you generate new leads, but it should also reinforce your business to people who've already heard about you from different places. Lionel Johnston 7:58 Yeah, that's a great summary. Lindsay. And one thing I found interesting is the very first thing you mentioned was around the lead generation, and that it has to drive leads for your business. Again, as you mentioned, that could be various different types of leads, of course, but that's one thing I have seen working with different, you know, small and medium-sized businesses is, you know, the websites of yesteryear or almost treated like a one-stop shop for everything about that business, almost like an encyclopedia on the business, right? And they know, businesses just kept adding more and more and more to it, and no one was really protecting the site and saying, no, that's not appropriate for the site, or that's not needed. But things definitely have changed where people are looking at at the website as
48 minutes | Jan 9, 2019
Master Modern Marketing: Featuring Kevin Burgin, radio host and festival organizer
In today’s episode, we review the marketing audit of Kevin's business and we have a live coaching call with him to discuss what his biggest marketing opportunities are, and you get to be a fly on the wall. Kevin Burgin is the host of CJOB Radio’s show, The Main Ingredient. He is also responsible for the Winnipeg Beer Festival and Manitoba Pizza Week. Kevin’s entrepreneurialism, enthusiasm, and drive, is making a big impact on the local food and beverage scene. If you enjoyed the Master Modern Marketing podcast, please subscribe, rate and review the show. You can also keep in contact with the show sponsor, Farmers Marketing, at www.FarmersMarketing.ca, or www.facebook.com/farmersmktng. See below for some of Kevin's main takeaways and action items from our call. Main takeaways from the audit and coaching call: 1) Improve technical issues, such as: - adding Google Analytics and the Facebook Pixel - Reduce image size by using a tool like TinyPNG.com - Determine if moving his sites to a new host will improve speed or not. 2) Ongoing Marketing: - Work with vendors to produce guest blog posts throughout the year. - Tighten the analytics components to better capture the true value of the festivals. This will help attract more vendors but more importantly, demonstrate to all parties the sheer value these events create. New Tools: 1) Linktr.ee/ to add multiple links to an Instagram bio. See live example here: www.instagram.com/farmersmktng. Look at our bio. 2) Headliner.app to make enticing video thumbnails for audio files since you can share strickly audio files on social media. See the video thumbnail for this post as an example. 3) Use Funnelytics to map our your digital marketing campaigns. Its mapping tool is free and total transformational for marketers. See this real-world example of Funnelytics at work below. Summarizing the audit: Kevin's content, social media, and engagement with his audience and vendors are stellar. As mentioned in the podcast, his business is in an enviable position. The hard things like content and engagement are already in place and the technical changes are easy to knock out. Well done, Kevin! To be a guest on the Master Modern Marketing podcast, and get a FREE marketing audit and LIVE coaching call, please apply HERE! Read the full transcript: Kevin 0:00 I've already checked it out. I'm on the page right now. That's three things I'm stealing from you immediately. Lionel Johnston 0:06 I folks, this is Lionel Johnson with a master Modern Marketing podcast and that was Kevin Bergen. from Kevin Bergen. com Kevin is a host of CJOB Radio's show The Main Ingredient. He is also responsible for the Winnipeg Beer Festival and Manitoba pizza week Kevin's entrepreneurialism enthusiasm and drive are making a big impact on the local food and beverage scene here in Winnipeg. In today's episode, we review a marketing audit of his business. And we also have a live coaching call to discuss what his biggest marketing opportunities are. And you as the listener today get to be a fly on the wall. As you heard in a short clip, he found a number of great ideas implement in his business immediately. So, I encourage you to stick with us right to the end. As I'm confident if you do, you will find the exact same thing for your business. So, let's cue the intro and dive right in. Announcer 0:53 We really love marketing, telling stories and sharing ideas with others to help them achieve their goals. If you enjoy growing businesses through digital marketing or would link to learn how to take your knowledge and skills to the next level. You're in the right place. Welcome to the master Modern Marketing Podcast. Michael Johnson. Lionel Johnston 1:15 Hey, Kevin. Welcome to the master Modern Marketing Podcast. How are you doing today? Kevin 1:19 I'm pretty good. How are you? Thanks for having me. Lionel Johnston 1:22 Yeah. Hey, my pleasure. I appreciate you coming on the show here when this podcast was in development. And just in its infancy, you are one of the first people that I thought of that would be an excellent guest to be able to have on the podcast. And I know we've talked about this in the past a number of times. But just to give you a quick overview. Generally, the process with the master Modern Marketing podcast is that will meet with small business owners like yourself, and really dive into their business and try and find some opportunities that we can help these people to help their own business. So, we're going to dive into some things on your own business and see what's great, and what are some opportunities for improvement. And then at the end of the podcast, will basically do a summary and pick one or two priorities and send you on your way. So, you can tackle those things on your own or have someone help you out with that is that sounds like a good process for you today. Kevin, Kevin 2:18 that sounds great. I appreciate you taking the time. Lionel Johnston 2:21 All right. My pleasure. So, we are I should mention, we are in the circle of trust here. And all of us have worked or it's on our businesses. So, it's not to point out anything that someone's doing bad to make them look bad or make fun of them. Again, it's really a learning opportunity for all of us to be able to get better businesses, and then share this with our listeners. And they can apply the same principles to their businesses. So how about Kevin, why don't we just jump right in here. And if I could have you actually introduce yourself, if I could have you say your name other than just Kevin and the company and companies that you represent. And if you have an interesting adding anecdote that you'd like to share with us, please feel free. Kevin 2:58 My name is Kevin Bergen. And one of the organizers of the Winnipeg Beer Festival and the organizer of Manitoba pizza week, I also have a food show on which is all about food is called the main ingredient. And a lot of those events probably came about because of my hosting the show, there's a lot of different small businesses out there that I felt were a lot of mom and pop shops that didn't really have the opportunity to market themselves properly. So, these events give smaller businesses and smaller breweries the opportunity to do that, you know, Lionel Johnston 3:35 that that's great. And you're definitely filling a need in the market. And I've been to too many of your events and festivals over the last couple of years. And, you know, I really am very impressed with the business model that you have created, you know, a couple things I find that is quite interesting one is you have your radio show, which, you know, helps, really helps you build your personal and helps in terms of your network and being able to connect with people and gives you a platform to be able to meet, you know, reach the masses, and then through the festivals, you know, you're also producing value for the business owners as you're mentioning, but also for consumers. So, it's, it's interesting how many people that you're able to provide value for a place to connect in a place for these businesses to grow. So, so definitely, kudos to you for being able to see an opportunity. And more importantly, I'm really impressed with you just taking action and getting things done, you know, and actually, some of the boat Sorry, go ahead. Go ahead. Kevin 4:36 No, no, it's all You go ahead. Lionel Johnston 4:38 Oh, I know, I was just going to mention one of the challenges that business owners can get in when we're living in the world of the internet is there's so much information and often, we get stuck, where we want things to be perfect. And then we'll take action. And, you know, there's a lot of great things in your business. But really a lot of respect to you, Kevin, for, for taking action and figuring out things as you've been building your business and helping people out. So, I just wanted to start here, just to be able to say that, that it's been, you know, have a lot of respect for you. And it's been impressive watching from afar, you building what you're building over there? Kevin 5:12 No, no, you know, what we've known each other, obviously, for we've known each other for a while, you know, personally, but kind of professionally in the last couple of years, and what you said about things not being perfect, or they don't have to be perfect is exactly that sometimes I found I was probably the kind of person that wanted everything to be perfect before I actually launch anything instead of just, you know, doing your research, starting a business or creating an opportunity and tweaking and learning as you go, because, again, there is a lot of information out there, but there are a lot of people such as yourself, that can help you help guide you through it, once you have things going to kind of tweak the machine and make it as perfect as it can be as you're running your business. Lionel Johnston 5:54 Yeah, that's a great point Kevin and actually have on one of my pages on the farmers website, then, you know, unless you speak with a fancy marketing agency is likely that you don't need one a, you know, and what I found from a lot of business owners and people like yourself is, yeah, it's just that little bit of tweaking or pointing something out that should change or could get better and then you can set them you know, on their way and they can take action. So Kevin 6:19 as I say, you and I go back and forth even from text messages and messenger on little pieces of software that make your life easier all the time. Like you have a like this deep bag of tricks that you always flog everything that you find him you know, he may want to try that you're trying to do this you know you may want to use that so that all that stuff really helps Lionel Johnston 6:40 for sure for sure. So, let Kevin let's dive right into the first section here which is
44 minutes | Jan 1, 2019
Master Modern Marketing: How to develop your inbound video marketing playbook
In today's episode, we speak with Jeff Pelletier, from Basetwo Media. Jeff has a long history with video production. The Inbound Video Marketing Playbook: Using Video to Attract, Convert, Close and Delight Video can be a powerful tool to help attract and convert leads, to close prospects, and delight your customers. But for your video marketing efforts to be effective, your videos must be contextual and platform specific, focusing on each stage of the Buyer's Journey. In this practical guide, we'll walk you through the different ways that you can use video within each step of the Inbound Sales & Marketing Methodology, including tips and best practices on the production, distribution & optimization of your videos, as well as how to measure success. If you enjoyed the Master Modern Marketing podcast, please subscribe, rate and review the show. You can also keep in contact with the show sponsor, Farmers Marketing, at www.FarmersMarketing.ca, or www.facebook.com/farmersmktng. To be a guest on the Master Modern Marketing podcast, please apply at www.FarmersMarketing.ca. Read the transcript here: Jeff Pelletier: Don't try to solve major problems with video. So, focusing less on these big-picture strategies, and think more about the low hanging fruit, some of the quicker wins. And the way that I look at that is, look at what's already working, and try to boost those results using video, as opposed to trying to solve problems. Because I think we often see video as potentially like a magic bullet where we're trying to say like, we need more leads, let's make a video, right, and that's just such a bigger problem than just a video's not going to solve. You still have to think about how you're going to convert those leads, and what channels are you going to use the video on. So, there's a lot wrapped in there. Lionel: Hi, folks, this is Lionel Johnston with a Master Modern Marketing podcast, and that was Jeff Pelletier with Basetwo Media. Video is literally everywhere. Let me share some stats with you from YouTube and Google. The total number of people who use YouTube is 1.3 billion. YouTube is the second most visited website in the world. 300 hours of video are uploaded to YouTube every single minute. Almost 5 billion videos are watched on YouTube every single day, and this is also quite amazing. The average viewing session is over 40 minutes, and that's up over 50% year over year. So, people are spending a lot of time all at once on YouTube. So, it's clear that there's a huge audience and a huge potential for producing video and getting exposure on YouTube. But at the same time, there's also a lot of competition, so what that means is you need to make some darn good videos. Many small and medium-sized businesses have embraced video, but there's a lot of room for growth. For example, currently, only 9% of US small businesses use YouTube, so lots of opportunity for improvement there. That brings us to Jeff Pelletier with Basetwo Media. He has a long history and experience with video. I am confident that you will be glad you invested time with us in listening to this podcast. So, let's cue the intro, and let's dive right in. Announcer: We really love marketing, telling stories and sharing ideas with others to help them achieve their goals. If you enjoy growing businesses through digital marketing or would like to learn how to take your knowledge and skills to the next level, you're in the right place. Welcome to the Master Modern Marketing podcast with your host Lionel Johnston. Lionel: Jeff, welcome to the Master Modern Marketing podcast. How are you doing today? Jeff Pelletier: I'm doing great. Thank you. How about you? Lionel: Oh, I'm doing fantastic. Thank you, very much. So, I really appreciate you taking the time to speak with me today and share your expertise with our audience. Jeff, you'll remember it was a few years back, we actually had met on an unexpected layover in the Mississauga airport. We were flying back from a HubSpot conference and got delayed by weather, and we were able to share a couple of drinks together, and from my experience, we found that we had some similar mindsets and ideas on business, and I really enjoyed my time talking with you, and we've kept in touch periodically since then. So, looking forward to being able to catch up and really dive deep on the topic of video in the modern world. Jeff Pelletier: That was a great chat that we had at the bar there in the hotel, and yeah, I was really interested at the time to hear what you were doing with video in-house working client side. So, I mean, that's something we can talk about today is some of the changes with video being done in-house more and more. So, I learned a lot from our conversation that night too. Lionel: Yeah. I remember at the time, and I'm looking for an update, but you were just transitioning a little bit of some of the services that you're offering to people, and how you were looking at the services that people really needed in the current environment. So, Jeff, if you could just introduce yourself. Say your name and your company, and if you have any interesting anecdotes you'd like to share with everyone, that would be great. Jeff Pelletier: Sure. Well, my name's Jeff Pelletier. I founded and still run a video production and marketing agency called Basetwo Media. We're based in Vancouver, BC, and we work with clients primarily in the Vancouver area, and increasingly across Canada. I also do a lot of writing, and speaking and consulting with clients, coaching around video marketing strategy. I also volunteer and lead the HubSpot user group here locally, and we recently launched a video marketing meetup, as well. So, have a lot of fun kind of sharing my experiences, and tips and tricks there, as well. Jeff Pelletier: And I recently just published a book, my first book called Inbound Video Marketing Playbook, which is available on Amazon. Lionel: Congratulations. Jeff Pelletier: Yeah, thank you. I do a lot of running, I'm a trail runner, so that's kind of my alternate life here. When I'm not working, I'm usually spending time in the backcountry, and I shoot little kind of films myself for my YouTube channel. I just did a big race in Italy, a big 200-mile race in the Alps, and I'm working on a documentary from that, as well. Lionel: Wow. Wow, that's great. You've had lots on the go. Jeff Pelletier: I've got lots on the go, yeah. Yeah. Lionel: Yeah, for sure. Jeff Pelletier: I like to keep it, yeah. Lionel: So, let's dive right in here. Really, the first topic I wanted to dive into was just the prevalence of video in the modern world, that video really is everywhere, yet I still notice there's a lot of businesses that are slow to embrace video, or they aren't really sure where to get started. So, do you find the same thing in your world, and if that's the case where businesses are slow to adopt video, why do you think that is? Jeff Pelletier: Well, over the last few years, I mean, I've seen a bit of a shift where I would say most businesses now are using video, or at least understand the benefits of using video, whether they've successfully adopted a video into their marketing communications. As far as say the customer journey of awareness and consideration, we're past awareness, we're past having to preach about why you should be using video, and we're now into sort of typically we center our content and a lot of the questions that we answer with clients. It's more about how they can use video, whether it be producing video in-house, working with an agency, or freelancer. I think most businesses understand that they can and should be using video, but the challenge really is in the implementation. It's in getting results from the video, and I think that's where a lot of our customers, prospects that we speak to, as well as our existing customers, seem to sometimes struggle. Lionel: I believe, if I remember correctly, you were mentioning that a lot of your clients are really in the medium size to large space. Is that correct? Jeff Pelletier: Yeah. I mean, as far as Vancouver is concerned, we do typically work with the larger companies in town, which on a global scale, I guess comparatively aren't that large, but we work with a lot of enterprise-based clients. So, typically, our customers are doing quite a bit of video. So, our work is all project based, but it tends to be work that we're doing on a regular basis. And then, we do have a mix of smaller to medium size companies, as well, mostly in technology who are using video quite a bit in their marketing. And then, increasingly, we are working with some smaller companies, as well, where their budgets might not be there to outsource work to us, but we are working in a more consultative fashion, and actually helping people to get setup, both with the equipment and a strategy for doing video in house, and I think that's really where the opportunity is now for a lot of businesses, is to start looking at how they can use video in house. The way you would write your own blog content, potentially. Lionel: Y
31 minutes | Dec 30, 2018
Master Modern Marketing: Map your marketing funnels easily with Funnelytics
In today's episode, we speak with Stockton Fisher from Funnelytics. We discuss some common problems that marketers and business leaders experience, and talk about how Funnelytics can help you map your marketing funnels easily. Funnelytics is truly transformational, so click here to learn more. If you enjoyed the Master Modern Marketing podcast, please subscribe, rate and review the show. You can also keep in contact with the show sponsor, Farmers Marketing, at www.FarmersMarketing.ca, or www.facebook.com/farmersmktng. To be a guest on the Master Modern Marketing podcast, please apply at www.FarmersMarketing.ca. Additional Resources: 1) Check out Funnelytics 2) Connect with Stockton Fisher here: Facebook; LinkedIn 3) See a real example of setting up a campaign using Funnelytics: Read the full transcript here:
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