May 25, 2018
Break out your notebook for this extraordinary episode loaded with tips on how to set up and run successful nurture campaigns with Cheshire Impact’s very own Marketing Automation Strategist Susan Baird!
With a background in teaching journalism, Susan shares her knowledge of writing content that gets your audience to care about what you have to say. Learn about what to keep in mind when crafting content, how to develop new content that keeps clients coming back and the importance of asking the ultimate question “who cares?”
- Lead nurturing needs to be intentional and well planned. It isn’t a magic formula that just attracts leads once you hit “go”.
- It’s not about staying in front of people, it’s about being relevant.
- It’s important to have a purpose and a goal when you nurture.
- You can provide content without having to make all of it. Curated content can be helpful and build credibility even if it is attributed to someone else. Just don’t plagiarize.
- Nurture campaigns can be a reflection of your business. Present in a positive manner.
- Be helpful and offer value whether you end up getting the business or not.
- Ask the question “who cares” to keep your content relevant and useful.
- Take time to craft content your clients will care about.
- Ask yourself the “five W's and one H” (who, what, when, where, why & how) questions to keep your content specific relevant to your customer.
May 22, 2018
Unleash the power of successful nurture campaigns and blast way past your competition with hard corps tips from a revenue optimization wizard Andrea Frasier, Senior Revenue Optimization Consultant at Cheshire Impact.
Learn how to build a winning marketing strategy by focusing on how to properly nurture leads, the importance of uniting arketing and sales teams for the strongest campaigns possible and how to harness personalization in your automation to speak directly to your customers.
- Sales teams historically nurture, it might make sense to, rather than reinvent the wheel, to ask them what's up, see what kind of impact and input they have.
- Don't give up on nurturing customers. Just because they aren't ready now, doesn't mean they won't be soon.
- Marketing and Sales should learn to work together to successfully nurture leads.
- Starting small is a good option. It’s okay to start with linear email campaigns to gather information. Monitor and tweak them as needed.
- If you're not nurturing potential customers, they might restart the sales process, but not necessarily with you. It might be with another company because maybe that company was nurturing them.
- Personalization is useful to successfully nurture, but it can go too far or the data can quickly get outdated.
- Nurturing keeps you in the front of your customer’s mind.
- If you're going to go the personal route with automated messaging, make the email look like someone hit compose new message instead of appearing too corporate.
May 17, 2018
Get pumped up for this high energy, motivational episode discussing nurture campaigns and why they are so necessary for a winning strategy with Joe Apfelbaum, CEO of Ajax Union and author of Average Joe to CEO.
Learn all about how to boost your business’ success by using nurture campaigns, how to craft campaigns that speak directly to people and how to keep your business relevant and active with some serious “mojovation”.
- It’s not about winners and losers. Instead it’s about winners and learners. You’ve got to keep learning. If you're not learning, you're not truly winning.
- Marketing equals testing. You should always be testing and progressing. Stagnant strategies won’t carry you into the future.
- Be tactful in order to be impactful.
- Nurturing your leads is all about consistently staying in front of people. They will eventually come. You have to market and constantly change up your game based on the reactions that you're getting.
- Take yourself out of the equation and focus on adding value to another’s life.
- Educate your customers. An educated customer is the best customer.
- Be a Rockstar. “People love rock stars because they show up fully and authentically.”
May 11, 2018
Gear up for this very exciting episode on how to create clear, effective content marketing with marketing master Samantha Stone - founder and CMO of the Marketing Advisory Network and author of Unleash Possible!
Learn all about why it is important to craft your messages directly and effectively by paying attention to your audience’s needs and why it’s important to develop a content schedule that optimizes your message for best results!
- Edit your content and get feedback. It’s difficult for an individual to proof and edit his or her own work. Make an effort to have someone check your content and get a second opinion before releasing it.
- Don’t force your content. Coming up with useful content takes time and it’s better to send clear and thoughtful content rather than ill-planned and rushed content.
- People consume content differently, that’s why it’s so important to recognize how your audience might process information. If you can determine their learning style you can craft your message to communicate clearly with them and get their attention.
- Don’t force yourself to post daily content if it’s garbage. Take time to plan and choose the best routine for the best content you create.
- Both businesses and consumers are a involved in complex sales and impulsive sales. Learn to differentiate between the two to develop a clearer message and win their trust.
May 3, 2018
Brace your brains for this exceptional episode on the future of marketing via brand storytelling with Tom Gerace, founder of Skyword!
Learn the methodology behind brand stories, why the marketing world has been turned upside down, how the brain uses storytelling to make decisions, and the myths that get absolutely obliterated!
- Human discovery has changed; search & social have altered how people learn, act, & interact with brands & their relationships with them
- Customers ignore & distrust marketing; what worked 5 years ago does not work anymore
- The future = original storytelling that creates unique & valuable experiences for customers
- The brain stores moments of change & whether the outcome was painful or pleasurable; decisions are made from emotionally referencing those moments
- Stories are unique in their ability to affect how people think & behave; be responsible with that power
- Life goes out of balance & in order for marketing to be authentic, brands need to address that shit happens
May 1, 2018
Class is in session this episode with marvelous social media scholar Dr. Leila Samii, Assistant Professor of Marketing at Southern New Hampshire University!
Take a seat as we get schooled on the significance of empowering brand advocates, how to build relationships with a target audience, why some companies still don’t do social, and the myths that get smashed!
- Stop only selling on social; that approach alienates people who just want to learn about the brand
- 58% of companies don’t know their brand advocates; identify & use them!
- Social media is all about content; providing it educates people about your brand!
- Be social on social media; engage through likes, shares, & comments with your target audience
- A first step in building brand awareness is following keywords related to your brand
- Measure your strategy to be more intentional with content & to deliver what the audience actually wants
April 26, 2018
Prepare to have your mind blown as we enter the realm of neuromarketing with the brillant Nancy Harhut, Chief Creative Officer of Nancy Harhut & Associates!
Unlock how behavioral science makes marketing more effective, the benefits of being cognitively fluent in copy, the force behind social proofs, and the myths that get crushed to the bone!
- 95% of decision making happens subconsciously!
- Avoid the terrible twos: too much information & too many calls to action
- Cognitive fluency in copy = more white space, shorter paragraphs, no jargon
- Use “because” in copy; it’s a proven compliance trigger
- Utilize availability bias before asking a prospect to buy; ask them to recall or imagine a time your product/service would’ve helped them
- How to make testimonials more effective:
- Start the story with skepticism since buyers are skeptic towards marketers
- Use a testimonial in which the giver’s situation is relevant to the buyer’s
April 24, 2018
Find out the value content marketing holds for humanizing a brand with the extraordinarily talented Tom Fishburne, creator of the Marketoonist!
We bring to light why the audience should be the hero in storytelling, how empathy in content marketing is super effective, that creativity and content marketing requires true dedication, and as always smash myths to bits!
- Replace a viral approach with a continuity mindset for content marketing
- Connecting with the audience is a privilege; provide something useful!
- Approach content marketing with empathy; show you understand your audiences’ pain points
- Establish a system for the creative process & set aside time for it
- Commit to creating an ongoing relationship with the audience; that investment is worth far more than one viral piece of content
- Avoid one size fits all content marketing; target different audiences & experiment!
April 19, 2018
Join us as we investigate the world of technology and social media with rockstar Kevin Micalizzi, Host of the Quotable sales podcast!
We establish the social media mindset B2B needs to thrive, why you don’t need to be a writer to win at content, the importance of strategy before technology, and the myths that should get blown to pieces!
- Companies need to know the big picture when using social; know the buyer’s journey
- You don’t have to create brand new content to make great use of social
- Add your own commentary to content you share
- Always be authentic on social media
- Use LinkedIn to post quick videos that discuss the value of content you share
- You don’t have to be a writer in the content game; find what medium works!
- Determine the strategy & process before the technology & tools
April 12, 2018
Master how to get more leads by applying a social media first mentality in this episode with self-proclaimed narrative theory nerd Adam Hutchinson, Head of Marketing at Socedo!
Identify the power of videos in your content, how to use micro communities to engage with followers, the potential of social media, and the myths that get crushed to dust!
- 84% of B2B decision makers turn to social media to research companies
- Taking a content strategy & putting it on social media is not a social media strategy
- 90% of adults in North America are on social media
- Micro communities allow for more targeted engagement
- Put videos into your content mix; try out Periscope on Twitter
- Socially engaged leads convert 25% higher than leads from other sources