Social Data Strategies - Patrick McKenna - Hard Corps Marketing Show #64

February 14, 2019

Learn how to develop a stronger social data strategy with business development badass, social media wizard, and Founder/CEO of StrikeSocial, Patrick McKenna.

In this episode we discuss the best ways to use social platforms for data strategy and business development, how working hard to use and gather specific data can make you truly exceptional and smash some massive myths to oblivion.

 

Takeaways:

  • Don’t just rely on the platforms when they tell you they can find your customer for you. You need to work hard to be exceptional. It does not come easy.
  • Remember that you are talking to a computer when gathering data and you need to be really specific when talking to that computer.
  • Don‘t postpone making your data more efficient. That can waste time. Look at the data and adjust your budget accordingly right away.
  • AdWords is more than just adding one word here and there. There are layers of data you need to consider and know about in order for your data to be successfully used.
  • Get specific for results and be specific with your targets and you’ll be able to see more in your data.
  • Stay relevant. Keep up with the changes in the current platforms and keep an eye out for emerging platforms.
  • Be transparent with your customers. If you’re honest and real your customers will trust you and you’ll be more likely to get the sales you’re looking for.
  • You may fail sometimes or a lot of times but you’ll learn from those experiences and don’t stop moving forward.  

 

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The Rise of the Citizen Marketer - Scott Brinker - Hard Corps Marketing Show #63

February 7, 2019

Gear up for some highly insightful tech talk with the VP of Platform Ecosystem at HubSpot, Editor at chiefmartec.com and Program Chair of MarTech, Scott Brinker.

Advances in marketing technology have changed a lot about how marketing is done today. In this episode we discuss what those advances mean for your marketing plan, the benefits of looking into and incorporating new technology into your upcoming strategies and as usual, smash apart some common myths to pieces.

 

Takeaways:

  • Don’t pick your technology without first having a strategy of how to use it. It’s important to use new technology and innovations to uncover what’s possible with your strategy.
  • You should have someone on your team keep a finger on the pulse of changing technologies that are relevant to your customers.
  • Don’t waste time chasing things that just look or sound cool. Make sure they are useful to both you and your customers before launching right into the unknown.
  • Use the 80/20 rule as a guide to build your marketing technology toolkit. 80% of your efforts should be focused on present day operations and 20% should be spent looking at trends and emerging technologies.
  • Get out and take time to meet with others in your profession but in different businesses. Ask questions and see what they are doing. You may discover something new.
  • The cloud world brought a whole new revolution to technology that enables better integration which will ultimately open up many creative possibilities for the future.
  • Grab hold of the citizen marketing trend! There are so many platforms and tools out there that have made it easier for regular marketers to build, develop and design with very little expertise needed.

 

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Mindful Marketing Teams - Nicole Jackson Miller - Hard Corps Marketing Show #62

January 31, 2019

Equip yourself with mindful marketing techniques from project management superhero, marketing leader and Founder of The Project Designer, Nicole Jackson Miller.

In this episode we discuss effective ways to manage your emotions in the workplace, how to practice mindfulness to help you keep calm in the chaos, and ways to add an emotional touch to your social content that speaks directly to your audience.

 

Takeaways:

  • Leadership is something everyone has. Leaders must either invest an amount of time attending to people’s fears and feelings or an unreasonable amount of time to managing ineffective to unproductive behavior.
  • Learn how to pause. It supports you in knowing when to stop and tend to your own emotions and fears.
  • There is no wrong feeling or emotion but make sure to process it and make a decision after calming down and understanding what is going on.
  • Take a look at triggers, Identify what needs to be worked on within yourself like insecurities and doubts.
  • Stay open and curious. Get a handle on your fears or emotions and opportunities will start to appear.
  • Make sure you are where your audience is. People love hearing the personal stuff.  Connecting with people on a personal level is extremely important.
  • What are your values? People like this holistic view of who you are. Mix personal and professional. Twitter people want to know the real you instead of just the link sharing.  
  • It’s good to try new things but if something is working great for you already, it’s okay to keep promoting yourself on that platform.
  • Mindfulness is paying attention to the present moment without judgment.

 

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Becoming a Marketing Heretic - Brent Hale - Hard Corps Marketing Show #61

January 24, 2019

It’s time to go against the flow and become a technology heretic with some pro tips from digital tech expert, sales expert and CEO/Founder of Heretic Technology Group, Brent Hale.

In this episode we talk about uniting sales and marketing for effectiveness, the importance of putting your efforts into quality leads before the quantity of leads and of course, we smash some selling myths to pieces.  

 

Takeaways:

  • Metrics can be smoke in mirrors. You can try for a certain number of goals, but it may not necessarily get you the results you want.
  • Use the law of averages to get the right leads using the right data. This will help your good salespeople get better numbers and your struggling salespeople improve their performance. You’ll accomplish more with less activity.
  • It’s about quality and quantity. Keep in mind that lead quality comes first, then you can focus on the lead quantity.
  • There should be a give and take between marketing and sales. Today, marketing has a huge burden to get the leads interested and sales needs to make sure they are contributing by turning those leads into opportunities.  
  • It’s important for sales and marketing to hit leads while they are hot. Don’t let them get cold. Make sure to reply and reach out promptly after the conversations are made.
  • Marketing should be driving people into what you’re doing like webinars, your website and events. Sales should be sending out case studies, following up, and closing the sale.

 

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Win/Loss For The Win - Ellen Naylor - Hard Corps Marketing Show #60

January 17, 2019

Maximize the impact of your buyer interviews with this expert advice from speaker, competitive intelligence expert, CEO of Business Intelligence Source, and author of Win/Loss Analysis, Ellen Naylor.

Listen in on how to master the art of conversation and pick up helpful interview tactics you can use to formulate the right questions, collect the right data and use your interview results to take the right actions.

 

Takeaways:

  • Look out for your own bias when conducting interviews because it may interfere with the outcome. Having a third party conduct the interview helps keep the bias out if your data.
  • Win/loss is the process of interviewing your customers. Your goal is to understand what their buyer journey was and how to make it better for them.
  • Today the buyer journey is very long. 80% of the buyer journey is done before your customer even calls sales.
  • Use your win/loss analysis to look at service issues, your company reputation and product attributes.
  • Win data has the potential to give you information about your competitors and sometimes loss data can actually give you surprisingly good feedback.
  • You will benefit the most if you do win/loss interviews on a regular basis. Don’t just do an interview once and expect you’ll have all the information you’ll ever need.
  • Know your goals and what you are trying to accomplish. This will help you determine who you are going to reach out to and interview.

 

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Where the World Trains Marketers - Moe Abbas - Hard Corps Marketing Show #59

January 10, 2019

We are talking with award winning marketing leader, explorer, and entrepreneur Moe Abbas, CEO & Founder of GenM, an online education platform designed to offer students real world marketing experience through apprenticeships and mentorships.

In this episode Moe discusses the most important places to focus your marketing efforts first, the principles he uses to optimize his marketing strategy and grow his business, and some simple, smart tactics to reach your client demographic and re-engage existing customers.

 

Takeaways:

  • Marketers really need to focus on outcome. Determine how you are going to track your outcomes and what is involved in getting and interpreting those outcomes.
  • Don’t forget about sales. Marketing doesn’t matter if you can’t close deals.
  • Don’t put all your effort into making your website look pretty. It doesn’t benefit you much if you optimize the lower end of the funnel if no one is coming into the funnel.
  • One effective way to grow is to re-engage signups that didn’t convert.
  • Understand your demographic and find them when they have intent. Ask where people are searching for the solution, go there and enable them to find you.
  • Be a smart marketer. Look for new platforms because you can often get cheaper prices when they are first released.
  • There is no better investment than trying to monetize your existing users and the best place to start is with your email list. It’s the only platform where you can talk to your customers without an intermediary censoring your content.
  • If you are a small business owner, stop trying to automate your sales. You can still benefit most from being personal and communicating with your customers.

 

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Best of 2018 - Casey & Liz - Hard Corps Marketing Show #58

January 3, 2019

In this episode, Casey and HCM Producer Liz Costa chat about some of their favorite shows of 2018 and many of the notable guests of the Hard Corps Marketing show’s first year.

We bring out the highlights of the best episodes of 2018, talk about future podcasting plans for the new year and take some time to share a little bit about ourselves.

 

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Revenue Centric Marketing - Karen Steele - Hard Corps Marketing Show #57

December 27, 2018

It’s time to implement new marketing changes that boost revenue and bring results! Listen in for new marketing tips from brand recognition officer and CMO of LeanData, Inc., Karen Steele.

In this episode we discuss how to avoid the “blame game” between sales and marketing, the importance of collecting quality data and the role it plays in overall attribution success and why focusing on becoming revenue-centric will build a powerhouse of a marketing team.

 

Takeaways:

  • Don’t play the “blame game” between sales and marketing. Instead, make an effort to work together to be a revenue team.
  • Focus on building revenue. If you tie things to revenue, you’ll have nothing to fear.
  • Companies have focused on ICPs (Ideal Customer Profiles) ABM concepts help people organize over programmatic things.
  • You can’t have good analytics and AI if your data house isn’t in order. Get your data right first. Being marketing-centric starts with good data.
  • Marketing attribution is a journey. Your teams are always working together to come to common understandings and ask certain questions to tell what the impact will mean for business.
  • The only way attribution works is if the model is established to common terms, goals and a timeframe between sales and marketing.
  • Your attribution strategy  should always be tweaked for the betterment of learning and of understanding the business.
  • Customer advocacy is still king. It’s not about tricking and manipulating. It’s about connecting and helping your customer.

 

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Future-proof Your Marketing - Parmelee Eastman - Hard Corps Marketing Show #56

December 21, 2018

Empower your business to withstand economic downturns with future proof marketing strategies from the mind of data wizard and President of EastSight Consulting, Parmelee Eastman.

Parmelee warns about the various ways economic factors can affect your marketing efforts and lays out specific tactics you can use to keep your company leading and your marketing succeeding through almost any type of economic challenge.

 

Takeaways:

  • Use a downturn as an opportunity to look into what your competitors are doing and, if possible, take the market share from them.
  • When planning for the future, it’s important to take the possibility of recession into your plan and set up a way to sustain your business through the lean times.
  • Plan to tailor your message according to the economic landscape if need be. “I can save you money” may be a better message than “I can help you grow.”
  • The key to staying solvent during down times is to plan to revisit your plan and adapt it towards what’s going on. Set quarterly goals along with your yearly goals to keep projects and plans moving forward throughout the year.
  • Every downturn seems to hit some industries harder that others. Pay attention to those at-risk industries at risk and pay attention to how that may affect your customers.
  • It’s very important to think about your customers and their customers’ industries. Think about diversifying your customer base if your primary customers are in an industry that may be hit particularly hard.
  • Have a baseline profile of your main competitors. Check in quarterly and set up an alerting system to what types of business changes they are making.
  • Be aware of disruptive industries and technologies. If your company is highly focused on a specific type of product, don’t ignore any other products that might compete with or completely replace yours.
  • Keep your finger on the pulse of your customer. Set up reports and see what’s going on. Talk to your customers and especially talk to non-customers.
  • Use a win/loss program to detect the reaction people have to your business or product.
  • Use customer complaints to your advantage. It’s FREE market research.

 

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The Future of Social - Jason McDonald - Hard Corps Marketing Show #55

December 13, 2018

Don’t miss this opportunity to get an expert opinion of today’s top social media platforms with author of the Social Media Marketing Workbook and Senior SEO/Social Media Director at JM Internet Group, Jason McDonald.

Jason uses his knowledge of some of the current, most popular social media platforms to discuss their specific strengths and weaknesses and how each can contribute to their future success or failure. Learn how to utilize the best features of each one to maximize your social marketing impact and gain more interaction with your customers for many years to come.

 

Takeaways:

  • Bad reviews and complaints against your company may come but don’t let them get to you. Do some learning and decide how to take steps to resolve any serious issues you may have.
  • It’s good practice to get input from experienced people if you are new to the business scene. Immaturity and inexperience can interfere with success and healthy decisions.
  • Twitter is still a very open platform and enables free discussion and opinion. You can use that to your advantage but it’s important to be mature enough to understand the results of certain Twitter practices.
  • Twitter is a good platform to reach out to bloggers and journalists for marketing purposes. Many of them use it for information and news often breaks first there.
  • LinkedIn is doing a great job for business owners and marketers. It has incorporated hashtags, native videos and native articles into its profiles which has improved user functionality for business and professional use.
  • Snapchat is more of a messaging app and is really not a social media app.
  • Instagram is more of a simple model that has grown increasingly popular. With a new ecommerce feature for users over 10,000 fans, it is great for consumer marketing.
  • Amazon.com can actually be considered a search engine and is growing to rival Google with its ever increasing platform and consumer offerings.

 

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