Everyone Hates Marketers | No-BS Marketing & Brand Strategy Podcast

I've just launched a new YouTube channel!! The concept? I take real businesses struggling to stand the f*ck out, provide my positioning/branding/lead gen help, and record it all for YouTube. The first mini-series features three freelance marketers (copywriter Rob, ecommerce designer Laura, and non-fiction book coach Vicky).

I hope you'll set aside half an hour to watch it through. Maybe with your morning coffee? Or lunch break? Or evening onion soup? And then, the usual "Subscribe, Like, Share" would go a long, long way too.

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

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Get more reach, visibility, credibility, trust, and SEO with digital PR - a way to build relationships with content writers and journalists to get them to mention you and your business.

Today, I’m talking to Lexi Mills, a digital PR expert and Influence professional.

Topics covered:

• Definition of digital PR
• Digital PR can be used to build natural link profiles and referral networks; shape nature of your brand; and make a kickstarter campaign successful
• Digital PR cannot be used to get money, unless to get an audience to draw feedback for your product
• Lexi uses her skills to get coverage for different reasons; she pushes people to be more aspirational or interrogates them to determine what they want
• Asking the right questions can get you to the right goals and find out what is genuinely interesting about a business
• PR or digital marketers need to have an element of genuine enthusiasm
• Most common way to use digital PR in a business is for internal communication; helps make people work more productively, smarter, faster, harder, and independently
• Step-by-Step Process: Step 1) Why? Why was the company founded? The products developed? 2) Why is it interesting? What is good about your product? What are your reasons for launching the product?
• Find the real reason - that’s the beginning of your story
• Build-Up Points: Why are you doing it? How could it be better? How is it already great? What are you planning to do as a priority? What was the incentive behind it?
• Acquire resources, such as media lists, within your office
• In journalism, urgency is important to coverage; if it doesn’t need to be done now, it gets put to the bottom of the file
• Ask questions about why journalists want it now: Who would be interested? Who do you already know? What publications do they write for? And then you look at what are they writing now? What do they written recently?
• Larger companies have an in-house PR person to know what publications, what journalists to cover, and what all they should do
• Domain Authority: Mass metric used to indicate strength of Website and sometimes but indicator of influence
• National news outlets used to be the most influential places. Now, a variety of metrics are used to determine what will drive behavioral change, actual influence, and traffic.
• Media List: Put about 10 on each and tear them according to ones you think are going to be the most important to your business; start calling them and chat through email or Twitter
• Build a niche Website that influences your ideal target market; big brand influence in publishing is not the same as niche influence, especially in emerging markets
• Identify your publication and the journalist who speaks about your subject; and then look at comments, which can generate ideas for future digital PR content
• Journalists serve other humans; focus on people to get their attention
• Journalists are always looking for an angle; something that makes your product relevant to someone
• Always try to be honest with journalists and the media for relationships to have integrity
• When trying to generate new sales leads, ask everyone in the office who has a contact to any of those companies
• Be specific when contacting journalists and the media; give an incentive to get the most precious commodity they have - their time
• Don’t be desperate; urgency makes them stressed and you needy
• Learn about wellness. What does it mean to be well? What does it mean to be unwell? If you know what it’s like to be stressed, then you might be able to communicate better with a journalist who is stressed.
• Know what it means to be human and what it means to be human is changing because its influenced by technology and the world around us; technology and connectivity is advancing at an unprecedented rate
• Step outside of your industry and learn as much as you can

Resources mentioned:

• Content Distribution Plan: An In-Depth Process for Driving More Traffic
• 7 Steps To Launch Your First Outreach Marketing Campaign
• Lexi Mills Website; Twitter
• Learn Inbound
• The Happiness Advantage book
• Chocolate Wars book
• [email protected]m

***

→ Buy my book: book.stfo.io
→ Watch my YouTube channel: https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q
→ Take my 60-second quiz: stfo.io/q
→ See my pretty face on LinkedIn: https://www.linkedin.com/in/louisgrenier/
→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo

🐔

I've just launched a new YouTube channel!! The concept? I take real businesses struggling to stand the f*ck out, provide my positioning/branding/lead gen help, and record it all for YouTube. The first mini-series features three freelance marketers (copywriter Rob, ecommerce designer Laura, and non-fiction book coach Vicky).

I hope you'll set aside half an hour to watch it through. Maybe with your morning coffee? Or lunch break? Or evening onion soup? And then, the usual "Subscribe, Like, Share" would go a long, long way too.

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Most companies believe they are customer centric, but many don’t know what that means and involves. So, they don’t truly practice it.

Today I’m talking to Georgiana (Gia) Laudi, who has been developing strategies and launching campaigns for companies of all shapes and sizes for the past 15 years.

She will help us build a basic strategy based on customers by mapping out their customer journey. Gia is a SaaS Marketing and Customer Experience Strategist, Startup Mentor, and former Vice President of Marketing for Unbounce. She left Unbounce to start A Better CX (a better customer experience).

Also, she runs Forget the Funnel with previous Everyone Hates Marketers guest, Claire Suellentrop.

Forget the Funnel is an online workshop series that helps early-stage SaaS marketers to become respected leaders.

Topics covered:

• What it means to be customer centric
• Difference between customer-driven and data-driven; focus on customers rather than results
• Practical methods that focus on customers
• Step-by-step process to become customer-centric
• Start by recommending brand development; define what, how, and why
• Examples of existing companies’ what, how, and why
• Conduct customer research, such as surveys, to achieve and meet them where they are - what value you can provide
• Utilizing a customer survey (what was going on when you started looking for a product) and a Web survey (to uncover level of awareness); and the questions to ask on each
• Put together a customer journey map using results from the two surveys
• Surveys should consist of about five questions; the number of questions should be as short as possible
• Five-Stage Process: awareness, acquisition, retention, referral, and revenue
• Metrics are based on a company, not customers
• Importance of naming the phases of your customer journey
• How to draw map of customer journey
• Involve your team so they are invested
• How different jobs have different journey maps
• Define meaningful key performance indicators (KPIs)
• Gia’s most major mess up
• What Gia thinks marketers should learn today that will help them in the next 10, 20, or 50 years - especially build relationships between departments

Resources mentioned:

• Gia on Twitter
• Forget the Funnel and Claire Suellentrop; Forget the Funnel Workshops
• A Better CX
• SaaS Marketer Essentials
• Nichole's Sunday Brunch Newsletter; Twitter (request an invite to Unicorn Think Tank Slack Community)
• Adaptive Path's free guide
• Unbounce
• Jobs To Be Done
• Google Ventures 3-Hour Brand Sprint
• Simon Sinek Golden Circle
• Wistia
• Salesforce
• Momoko Price on Everyone Hates Marketers
• Oli Gardner
• [email protected]
• Break Through the Noise in Marketing by Doing Less

***

→ Buy my book: book.stfo.io
→ Watch my YouTube channel: https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q
→ Take my 60-second quiz: stfo.io/q
→ See my pretty face on LinkedIn: https://www.linkedin.com/in/louisgrenier/
→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo

🐔

I've just launched a new YouTube channel!! The concept? I take real businesses struggling to stand the f*ck out, provide my positioning/branding/lead gen help, and record it all for YouTube. The first mini-series features three freelance marketers (copywriter Rob, ecommerce designer Laura, and non-fiction book coach Vicky).

I hope you'll set aside half an hour to watch it through. Maybe with your morning coffee? Or lunch break? Or evening onion soup? And then, the usual "Subscribe, Like, Share" would go a long, long way too.

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Today I’m talking to Momoko Price, a commercial copywriter who works for giants (AT&T and Base CRM) and startups (Respondly, which was acquired by Buffer).

Copywriting is important and one of the biggest parts of marketing.

Naming your value proposition is one thing in copywriting that is critical. It sends a strong message that convinces people about the value you can provide them.

Topics covered:

• What it means to have a value proposition
• Create a clear statement/reason for why someone should choose you
• Value Proposition = message that convinces people to buy from you
• Playing multiple roles, including creator and seller
• Step-by-step approach to create a value proposition
• Conduct onsite visitor and customer surveys to build the value proposition based on empirical research
• Always include these two, open-ended questions in your surveys: 1) top benefit customers receive, and 2) differentiation (why the customer chose your product over another one)
• Momoko prefers using Hotjar for surveys and customer feedback
• Keep surveys short - about 5 questions; and provide options/choices
• Utilize competitors’ product reviews
• Focus on message mining before surveys if you don’t have customers to ask and have a low-traffic Website
• Categorize and quantify message themes using Excel or Google spreadsheets and tags
• Products that analyze data and delegate data tasks (TaskArmy, Mechanical Turk etc.)
• Utilize pivot tables in Excel to summarize data into tables
• Tag data using colorful, memorable, vivid descriptions for headlines; find terms and phrases that are eye-catching to include in value proposition
• Sticky Copy: Copy that evokes image or sensory perception in your mind that drives a feeling of the benefit - an emotional trigger
• Bits and pieces of a survey come together to create a value proposition headline
• Value proposition headline should include keyword of what you’re selling and top desired outcome/benefit - avoid being clever
• Avoid focusing too much on differentiating yourself and being overly unique about your brand identity in value proposition
• Value proposition should be clear, effective, honest, and transparent
• Examples of how to optimize and increase Website revenue per visit
• Tribe Bi-flow: Website narrative details and demonstrates pain points, solution, product-related benefits, reassurances, and call to action
• Revise Website content if not getting results
• Future of machine learning and marketing

Resources mentioned:

• Respondly
• Buffer
• AT&T
• Base CRM
• Conversion Excel Institute
• Hotjar
• Joanna Wiebe episode on Everyone Hates Marketers
• Coursera
• Johns Hopkins University at Coursera
• Ngram analyzer
• Mechanical Turk
• TaskArmy
• Excel Pivot Tables
• Pet Doors
• Copy Hackers
• LunaMetrics blog
• Momoko Price on Instagram; LinkedIn; Website; Email
• Narrative Design: Craft a Story Using Conspiracy Principles
• Buying Triggers: 6 Steps to Create Explosive Demand

***

→ Buy my book: book.stfo.io
→ Watch my YouTube channel: https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q
→ Take my 60-second quiz: stfo.io/q
→ See my pretty face on LinkedIn: https://www.linkedin.com/in/louisgrenier/
→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo

🐔

I've just launched a new YouTube channel!! The concept? I take real businesses struggling to stand the f*ck out, provide my positioning/branding/lead gen help, and record it all for YouTube. The first mini-series features three freelance marketers (copywriter Rob, ecommerce designer Laura, and non-fiction book coach Vicky).

I hope you'll set aside half an hour to watch it through. Maybe with your morning coffee? Or lunch break? Or evening onion soup? And then, the usual "Subscribe, Like, Share" would go a long, long way too.

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

This week I’m talking to Gavin Duff, Head of Digital Performance for the Irish-based digital agency, Friday.

The world of search engine optimization (SEO) is full of shady people and practices and it’s much more difficult than you might think to actually rank well on Google.

Today Gavin will teach us three main things: how to uncover shady SEO practices; how to spot shady SEO practitioners and avoid them; and what to do if you’ve been burned by one.

With nearly 15 years of digital experience working for companies such as Dannon, Heineken, Mazda, Dominos Pizza, AXA Insurance, Amazon, and many more, he is a great person to learn from.

Topics covered:

• Defining SEO and how it’s done
• The damage bad SEO can have on a business
• What good SEO looks like versus red flags
• How to spot bad SEO practitioners and avoid them
• How to evaluate SEO hires and what it should cost
• What to do if you’ve been burned
• Gavin’s advice and recommended resources

Resources mentioned:

• Friday; Friday Journal
• BuzzSumo
• SearchCap
• Moz; Moz’s Beginner’s Guide to SEO
• Google Webmasters
• [email protected]

***

→ Buy my book: book.stfo.io
→ Watch my YouTube channel: https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q
→ Take my 60-second quiz: stfo.io/q
→ See my pretty face on LinkedIn: https://www.linkedin.com/in/louisgrenier/
→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo

🐔

I've just launched a new YouTube channel!! The concept? I take real businesses struggling to stand the f*ck out, provide my positioning/branding/lead gen help, and record it all for YouTube. The first mini-series features three freelance marketers (copywriter Rob, ecommerce designer Laura, and non-fiction book coach Vicky).

I hope you'll set aside half an hour to watch it through. Maybe with your morning coffee? Or lunch break? Or evening onion soup? And then, the usual "Subscribe, Like, Share" would go a long, long way too.

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

How to create 100% accurate and detailed buyer persona.

My guest this episode is Adele Revella, CEO of the Buyer Persona Institute, speaker and author of a top five business book by Fortune magazine of 2015, Buyer Personas: How to Gain Insight into Your Customer’s Expectations, Align your Marketing Strategies, and Win More Business.

‍Adele is the perfect person with whom to discuss relating to customers and creating meaningful buyer personas.

Listen in for our insightful conversation and Adele’s step-by-step methodology to better understand your customers and improve your sales.

Topics covered:

• Why big data isn’t enough to understand people
• Step-by-step customer research methods
• How to effectively interview buyers
• The 5 Rings of Buying Insight
• Creating a buyer persona

Resources mentioned

• Buyer Persona Institute
• Example
• How to Gain Insight into Your Customer’s Expectations, Align your Marketing Strategies, and Win More Business by Adele Revella
• Adele on Twitter @buyerpersona
• Adele on LinkedIn
• Buyer Persona Institute on LinkedIn
• How to Influence Buying Decisions Without Being Shady
• Buyer Personas Need to Die a Violent Death
• How to Convince People to Buy (Without Being Pushy)

***

→ Buy my book: book.stfo.io
→ Watch my YouTube channel: https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q
→ Take my 60-second quiz: stfo.io/q
→ See my pretty face on LinkedIn: https://www.linkedin.com/in/louisgrenier/
→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo

🐔