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The Superheroes of Marketing Podcast | Content Marketing | Lead Generation | Social Media Marketing
33 minutes | Aug 5, 2015
Constant Contact's Instagram Tips for Business Success - Azure Collier #25
Right click to download the mp3 to your desktop. Constant Contact uses Instagram to show the inner workings of the company - a glimpse of life there and the people behind the scenes who are busy making marketing better for their customers. They also share useful marketing tips for the DIY marketer. Follow them @constantcontact on Instagram, then cozy up for a great and informative conversation with Azure Collier. We promise even the smallest businesses can use these ideas!
37 minutes | Jul 21, 2015
The Importance of Niche - Jeff Sieh #24
Right click to download the mp3 to your desktop. Combining a clear niche with powerful branding can open a whole new world to you. The great thing about is that it doesn't have to limit you. Jeff Sieh and his powerful beard have provided a fantastic case study for business owners who are looking to expand their reach by narrowing their focus.
45 minutes | Jul 15, 2015
The Slam Dunk Secret to Super Social Sharing - Dustin Stout #23
Right click to download the mp3 to your desktop. Co-founder of Wordpress social sharing plugin Social Warfare, Dustin Stout came by the podcast to talk about the plugin and the best practices for getting other people to share your content that are behind the programming and interface of this amazing tool. Even if you don't use Wordpress and can't get Social Warfare, you can use the principles to expand the reach of your content far beyond yourself.
50 minutes | Jul 1, 2015
What Makes People Share? - Dino Dogan #22
Right click to download the mp3 to your desktop. Dino Dogan is the founder and CEO of the social sharing site for bloggers, Triberr. Triberr helps you get more shares. You want more shares, right? More clicks, more traffic, more leads. That's what content marketing is all about, and Dino is going to tell you how to get it.
63 minutes | Jun 24, 2015
Live Streaming for Marketing - Brian Fanzo #21
Right click to download the mp3 to your desktop. Fast-talking, faster-tweeting Brian Fanzo of iSocialFanz joined us to talk about the phenomenon that are Meerkat and Periscope - live streaming apps that make anyone with a smart phone a broadcaster. We asked him here to talk about the apps and to explore possible business and marketing uses for them.
28 minutes | Jun 17, 2015
Virtual Tours - Google Awesome Sauce for Local Businesses
Right click to download the mp3 to your desktop. Crystal Glass is a Google Trusted Photographer. She specializes in taking photographs that are then used to create a 360 degree tour of your business. Every brick and mortar business can benefit from this affordable technology. Why? It's about trust and comfort!
50 minutes | Jun 3, 2015
The Six Marketing Tools Every Business Must Use - Ian Anderson Gray #18
Right click to download the mp3 to your desktop. At OverGo Studio and Scalable Social Media, we use HubSpot for just about everything marketing. However, not everyone is a good fit for an all-in-one marketing solution, even if only for budgetary reasons. So, is it possible to cover everything you need to be successful in marketing by putting together several tools? Sure is! Ian Anderson Gray of Seriously Social is going to tell us just how it's done. We'll include links to all his favorite tools, so read on.
66 minutes | May 27, 2015
Why You Should Definitely Maybe Start a Podcast for Your Business - Ralph Rivera #17
Right click to download the mp3 to your desktop. This week, Carol Lynn Rivera of Web Search Social snagged Kelly Kranz as her co-host, so I snagged her co-host and husband, Ralph for our show. Kelly and I usually do an interview format, but Ralph and I opted for a Web Search Social-style conversation. Since Ralph helped us so much with our podcast launch, and he and Carol Lynn just hit 100 episodes, it seemed a natural choice to talk about podcasting. Specifically - should everyone add podcasting to their marketing plan?
48 minutes | May 20, 2015
How to Manage Social Media in Fifteen Minutes a Day - HubSpot's Robyn Showers - #16
Right click to download the mp3 to your desktop. Robyn Showers runs HubSpot's social media with one other person. With hundreds of thousands of followers, and many departments to coordinate with, how do they get it all done? We figured that, aside from coffee, she must have some time-saving social media tips she could share with all of us.
62 minutes | May 6, 2015
Relationship Marketing - Shift Your Focus for Success - Wade Harman #14
Right click to download the mp3 to your desktop. "If you throw all your eggs in the basket of relationships, you are still gonna succeed." ~ Wade Harman On his journey smalltown coal miner to a Social Media Examiner top blogger, Wade has learned a thing or two about relationships. He's not afraid to talk about where he went wrong, the changes he's made, or even the secret to relationship marketing. You're going to love this one.
48 minutes | Apr 29, 2015
Content Distribution - How To Ignite Your Content And Create Marketing Magic - Brooke Ballard #13
Right click to download the mp3 to your desktop. By 2020, there will be roughly six internets worth of content online. Six hundred percent more blog posts, more websites, more cat photos. If you're having trouble getting traction with your online marketing now, how much harder will it be by then? Scary, isn't it? Almost makes you want to just pull the covers up over your head, doesn't it? Well, please don't despair. Brooke Ballard is here to save the day as this week's Superhero of Marketing. We'll cover how to stand out in today's crowded marketplace and how to position yourself and your content to rise to the top for years to come. Tune in now. Oh, and we think we've finally worked out the kinks so you can watch us and hear us and our guests live as we record. If you want to be notified when we schedule and broadcast via Meerkat, follow me on Twitter. I'm @alisammeredith. You'll notice my phone takes a dive at about 15 minutes in causing a minor disturbance. Technology keeps us on our toes!
39 minutes | Apr 22, 2015
The Innovative Advertising Option Almost No One Knows About
Right click to download the mp3 to your desktop. For years, publishers of all sizes have been making money off print advertising and practically giving away banner ads and other online listings. Since many of these publishers have millions of pageviews a month, this seems a huge missed opportunity - for publishers AND advertisers. Luckily, some publishers are offering a new way to get better results for less. When we say "publishers" we think about magazine and newspaper publishers who now also have an online presence - often with huge established audiences. However, now that everyone is a publisher, this new kind of advertising may start to open up to more and more industries with a wide variety of budget options.
33 minutes | Apr 8, 2015
Live from Social Media Marketing World - #10
Right click to download the mp3 to your desktop. Social Media Marketing World in San Diego is the world's largest social media conference. I had the pleasure to go last week and be surrounded by 2,500 real superheroes of marketing. So much brain power in one building! The sessions were amazing. High quality, big names, amazing content. The hardest thing was deciding which to attend. The best part was meeting so many fantastic people! I brought my recorder and found some interesting people to talk to. I only wish I'd done more!!! Listen in as I geek out on various social and marketing topics and Kelly gets to fulfill a life-long fantasy of being an anchor woman. You should have seen her recording - hand to ear, waiting for my "live reports" to complete before she moved on. In case you didn't already know it, she's kind of hilarious.
38 minutes | Apr 1, 2015
How to Easily Create Effective Visuals for Content Marketing - Zach Kitschke #9
Right click to download the mp3 to your desktop. Our first guest with a really cool accent!!! Zach from Canva stopped in to talk about the importance of visuals in social media and blog posts. As soon as you add one image in to a blog post it tends to get twice as many shares on Facebook and Twitter. I'm guessing if we looked at Pinterest, the impact would be even larger. Canva finds that about 95% of the images that people pin are from inside the blog post rather than the image. They include some graphic design inspirational images and those are what get shared. So nicely illustrates that "inspiration" is what people want on Pinterest. We're still waiting for the arrival of our new (non-crackly) microphone, but believe me, when he says, "Twittah" you won't notice. :) Where to Start with Images Don't complicate things. Start simple and build up. Consider the importance of branding - use your logo consistently, using your color pallette, brand fonts and even things like the style or filter effect of images. This not only improves your images, but builds your visual brand. Use the Canva templates to get started. It's so much easier than starting from scratch, and it will help you learn what sorts of things make a good design. Where to Find Design Inspiration Well, Kelly and I find ours on Canva a lot of times :) The Canva design teams actually go out and look at other designs. For instance, when developing the new menu layouts, they went to restaurants and spoke to restaurant owners and looked at menus, collecting design element ideas they liked. So, when you're starting with a template, think about what you like, which elements attract you - and incorporate those into your own designs. Or, look though Designinspiration or Canva's design stream and when a user-created image catches your eye - ask yourself why. Images for Social Media - What You Need to Know The different social networks have different specifications for images. Pinterest, of course, uses a taller image, the ideal Twitter size is much wider and shorter. Canva experiemented with using one image size for all networks and it just didn't go well. Check out the Social Warfare plugin for WordPress. You can have one image in your blog post and specify other images of different dimensions for other platforms. Cool! What About Using Visuals with Inspirational Quotes? Some marketers love using inspirational quotes, and others feel that they're irrelevant, and maybe a little too "fluffy." Canva uses them to showcase design (by putting them on a pretty background and in an interesting font) and usually features a design-related quote. They get tremendous response. This pretty and effective approach, coupled with a brand-relevant strategy seems the ideal scenario! And remember - if you are sharing quotes, make sure they look good! The Facebook Page Challenge So, we all know that the reach of the average Facebook Page has plummeted. However, Canva finds that they get more traffic referrals from Facebook than from any other source? The secret? While they do still share some image updates, when they share a link and allow Facebook to pull in the image from the post, they get a lot more exposure. This means you still need to have a beautiful image in each blog post! Images in Emails Use them! Canva now offers an email header layout. Start there. Color Theory for Beginners Look at the color wheel - on the outside are the bright colors - great for a pop of color or for generating excitement. Move to the inside and you get your more muted colors. If you see an image with a color pallete you like, you can pick those colors right out using an online color picker. Keep track of your brand colors! Know your hex codes. Write them down and put them on your corkboard or on a sticky note on your monitor. Keeping these consistent will help build brand recognition faster. If you don't know your brand colors, you can ask your website or logo designer what your hex codes are, or use the above referenced color picker! Zach mentioned the example of Corona - they are pretty consistent in their colors and filters. Check out their Pinterest account: Taking Images from OK to Awesome Consider the key elements of what you're trying to convey - think about the choice of colors, find a color pallete. What sorts of fonts would go well together here (check the design stream or layouts). Experiment with filters, too. If you find a filter that you like, think about using that filter on all your images. You can even create a custom filter and copy the code for it (you'll see what I mean if you click on the advanced link) and use it for every image. Trends in Images Modern and clean is where it's at today. Color palletes come and go. Color usage and image choices are partly seasonal. Which Social Networks Are Best for Visual Brands? Well, Facebook may bring in the most traffic, but the engagement on Instagram is exponentially higher. In fact, engagement rates are as much as 50 times (not percent, times) higher on Instagram when compared to Twitter. So, as always, it comes down to considering your audience, your brand, and your marketing goals. Kelly and I get a little "Fan Girl," but it really is a great tool and it will take your images from so-so, to POW! A "Super" Secret Announcement and a Free Offer!!! Canva is releasing a brand new product - Canva Pro!!! Keep track of your layouts, fonts, images and more (listen to hear the full details). From now through the end of April, you can get a free Canva Pro Trial account here. You'll get a response with your unique coupon code. Enjoy!!!
38 minutes | Mar 25, 2015
How to Get Started with Email Marketing - Dorien Morin #8
Email consistently returns the highest ROI of any marketing you can do. Still, people tend to think that it's old-fashioned, or that people just don't open email anymore. Or, they feel like the time commitment is too much and the technology too complicated. A few weeks back, I noticed my friend Dorien, who is a social media pro, had started an email newsletter. What really caught my attention was the way she freely admitted that this was something she should have done ages ago. Knowing the way she works, I also knew she would have done her research and it would be fresh in mind to share with you, our listener - saving you some time. So, when she agreed to be our guest, I knew it would be good! If you have been putting off email marketing - or another proven marketing tool that you KNOW you should be using, have a listen - you'll be inspired. What's the Value of Email Marketing? Right click to download the mp3 to your desktop. Well, for Dorien, she had a past client contact her and two current clients contact her. It even generated more engagement on Facebook. What's the Hangup? Finding an Email Tool That Works When she first started, Dorien was a bit intimidated by her first choice in email provider. This time around, she looked at what friends and colleagues were using. She found the overwhelming favorite was MailChimp. She says it's nearly impossible to mess up. That sounds good. :) How to Integrate Email with Social Media and Your Website Dorien added a Facebook app for email signups. Consider changing your Facebook page cover photo that literally points to the app. Like this... In your emails, you can mention that you have a contest on Facebook, a new board on Pinterest, etc. Add a signup form to your website. Dorien used a sidebar signup form for four years. She found about one person a month signed up. Now, she has a popup on every page of her website. It appears about 7 seconds in to your visit. If you click out of it, it won't appear for another week. She got five new opt-ins in the first week of using the popup. She used the plugin MailMunch along with MailChimp. She assures us that it's easy to set up, so why not try it! How to Get More Email Opens Create a great subject line and provide your readers something that they need. If they need XYZ and they need A, that's not going to work. Be consistent. Especially initially, send out your message at the same time every week. Timing matters. Think about your readers and then test the time you think will work. Dorien chose Thursday at lunch time because her audience is business owners - and often business owners have a habit of checking email around noon. It always pays to experiment, too! BONUS TIP: If you are using LinkedIn publisher, try publishing Thursday at noon. How to Get More Clicks Include a (Call to action) CTA! It sounds basic, but so often that is missing! Provide the same link several times in the same email so you aren't expecting people to go back to the link to find it. What Numbers Should You Look at to Measure Success? Look at open and click through rates. How to Avoid Looking Like a Spammer It needs to be personalized and provide value. Talk like a human talking to a human! Avoid the hard sell. Consider the age of your list, too. If you haven't emailed your list in a year, realize that some of them will forget who you are and you could be get more spam reports. Another reason to be consistent!! What About Email Segmentation? It sounds a lot more complicated than it needs to be! You could divide people up into different lists based on industry, business size, job title - but you can also segment based on how engaged they are, or what made them sign up. That way you can keep them engaged with the type and frequency of content they want. What About Personalization? Good or Creepy? People love to see their own names, even when we all know that it's really easy to add that. Use it. Don't cross the "creepy" line. For example, if you collect a lot of data from people, be respectful of people's comfort levels. Is it Time to Graduate? Dorien finally decided it was time to grow her business and she knew what she had to do. There are other projects she wants to do, but they just couldn't happen without email. Sound familiar? Dorien decided to just sit down and learn it that day - and she did! So, all that procrastination and she did it in a day!! So, what are your hangups? What's holding your business back? Can you just do it? Listener Question: If you could have a super power, what would it be? Kelly would like to be able to never sleep, but have all the benefits of sleep - to do more marketing. I would like to fly so I could travel without hassle. Wearing the cape, I feel like I'm almost there. :) Doreen would like to fly so she can visit her family in the Netherlands. Resources and Handy Links: Email signup popups MailChimp email tool About Dorien
33 minutes | Mar 11, 2015
How to Create Irresistible Content - Al Biedrzycki #6
Content marketing is all the rage - but how do you get started? What do you write about? How will it be found? We interviewed Al Biedrzycki, Channel Marketing Manager at HubSpot to find out. What he shared with us will help all business owners who want to generate more leads for their businesses. Oh, and we were dying to know which piece of HubSpot's content is the most popular and effective - and why. He spills it all! What is content marketing? Right click here to download the mp3 file to your desktop. Al sees it as the practice of developing useful, valuable, original content to educate your client as well as the way you promote it on a blog and with social media. What is the difference between inbound and content marketing? Add lead nurturing, lead generation, sales and marketing alignment. Content marketing is a COMPONENT of inbound marketing. What makes a good piece of content? Great content is useful and should be unique and creative - it makes people want to share it and do something more with it than just look at it. What is HubSpot’s Most Popular Piece of Content? Why? Released in 2009, the Step-by-Step Guide to Internet Marketing. It was very timely. People just started talking about internet marketing a lot. It got a lot of organic traffic from search and has search clout. They used the word “Internet marketing” even though it was about “inbound” - no one would search for it because they didn’t know what it was. It was their way to teach readers about inbound marketing. What is a “Top of the Funnel” Offer? When someone has a vague idea of a problem they need solved. They will search for more information, but they don’t really know the information. Example: funny sound in my car - might search “strange car noises.” Middle of the Funnel When someone knows what is wrong, they have identified the problem. Then they start looking for the solution. Bottom of the Funnel When the problem is identified and the solution chosen, they just need to pick a supplier and buy! Creative and Effective Uses of Content Marketing ROI calculator for an accountant - enter in your financial information and it spits out your information. Preparing for tax season. Beyond Ebooks - Creative Formats for Content Marketing Videos can be useful, but it always depends on your product or service as well as your audience.Whitepapers and ebooks with .pdfs were the beginning of content. Now instead of a static .pdf there are some interactive website experiences. It’s the evolution of the ebook. What Makes a Good Title? Don’t be misleading? Nothing causes people to lose trust in you faster than a bait and switch. This goes for the more “spicy” titles, too. If you have a spicy title, you’d better have a spicy article!If you can add a little wit to the title, that’s great, but it is more important to be clear about your topic AND your intended audience. What Tools and Programs Should You Use if You Aren’t a Design Expert? PowerPoint and even Microsoft Word are pretty easy to use. Start with one of their templates. They can make a nice looking ebook! HubSpot has some, too! Buyer Personas Understand who you are trying to target. Map out your sales cycle and figure out where your content is going to fall. Download HubSpot's template to get started! JUST DO IT! Resources: Free Template: Create Buyer Personas For Your Business Free Templates: How to Create Beautiful PowerPoints HubSpot's Step-by-Step Guide to Internet Marketing About Al Connect with Al on LinkedIn Follow Al on Twitter Email Al: email@example.com
38 minutes | Mar 4, 2015
How to Use Social Media for “Boring” Businesses - Peg Fitzpatrick #4
Anyone can make an engaging social presence for a fashion, pet or kid’s brand, but what if your business doesn’t lend itself to cute and fun content? Will anyone want to hear from you? Peg has made a success of social media for businesses that are a perfect fit for social AND those that seem like a stretch. We asked her here to teach us how – because we know lots of business owners feel like social media success isn’t possible for someone in their “boring” business. PS – There is a little “swooshing” sound throughout, and for that we apologize, but trust me, you’re going to love this episode anyway. It’s Not All Kittens and Cupcakes! Sometimes Marketing is a Challenge No one ever said marketing is easy. If it’s not working, don’t spend your time complaining – get creative and make it work! And yeah, Peg can say this because she’s done social media for a dry cleaning chemical company for years. Yikes. She shares her tips including posting consistently and sharing great content, not worrying too much about engagement because she knows it’s working. How to Know What to Share Every once in a while she’ll ask fans what they want to see. Recently she discovered that they want more of the inspirational quotes. Huh! Everything she posts, she asks, is this relevant to the audience? Will it help make their business better? And sometimes you do have to think way outside the box. After a while you will know what works and what your audience enjoys. And remember, social media is not about sales, it is about being helpful. Can you think of a series of “Did you know?” tips that you could share? People love to share those! Think about the life of your customer – think about what will help them in multiple areas of their lives. We asked Peg, “Is there any business that is too boring for social media?” Well, social media is where people meet customers now. If you don’t have a physical presence, you NEED to be online especially. Everyone has gone mobile, too, so you need to be discoverable. It’s not even a choice. Right click here to download the mp3 file to your desktop Why Do Business Owners Resist Social Media? People are still afraid of negative feedback. Well, people are already complaining. Wouldn’t you like to be a part of the conversation? If you’re not on top of it, your competitor will be! How Do you “Peg” a Post for Content Amplification? Share it in a way that looks good on all platforms. Create images that look great on each platform you use. Make sure your blog posts are shareable. Don’t miss the opportunity to allow people to share your content easily. Peg recommends starting your sharing from Pinterest. Then you can share a “pin it for later” link on other platforms as well. Did you know that when you click on a “pin it for later” link from your phone, it opens right up in the Pinterest app! If you want a great step-by-step, check out her book, The Art of Social Media. Resources and People to Follow: Social Warfare! It is a great plugin to allow you to add your Pinterest image in a great big size that will look great on Pinterest, but it doesn’t go in your blog post and slow it down. Stacy of Kid’s World Let’s Lasso the moon Holly Homer Pinterest for business – video about the art of a good pin the art of a good board The Art of Social Media – you’ll love it! About Peg Fitzpatrick Co-author of The Art of Social Media: Power Tips for Power Users • rockin' a positive attitude • passionate about social media Peg Fitzpatrick is an author, a speaker and, social media marketing pro. Covering all the major social media platforms, she frequently hears “you’re everywhere!” She’s passionate about life, social media, and inspiring others to be their best. Follow Peg on TwitterConnect on FacebookCircle on Google+Connect on LinkedInFollow on Pinterest
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