Marketing The Invisible

Learn how to make your leads flow instead of just trickle

Discover one important asset that you should have so the host has all the reasons to have you on the show

Find out how you can build relationships and strategic partnerships even after the microphone is put down

Resources/Links:

Open the door to podcast guesting opportunities on top shows with this Media One Sheet Example. You'll get media savvy, media-ready, and on message in minutes! Click here: https://www.mediaonesheetnow.com/

Summary

Are you making self-serving pitches that aren't what the audience cares about?

Do you find yourself with an empty calendar, invisibility, not enough reliable lead flow, and frustration over not earning enough and making an impact?

Nancy Juetten is a Get Known Get Paid Mentor & Amazon #1 Best Selling Author. Nancy guides successful service providers to book themselves on top podcasts without hiring an expensive booking agency.

In this episode, Nancy Juetten shows how you can impact, make your leads flow, and earn the income you are supposed to be making with podcast guesting. She helps you deal with your mindset and beliefs and how to be ready for the show so you showcase your topics clearly and in a compelling way and get your mission accomplished.

Check out these episode highlights:

01:25 - Nancy's ideal client: "My ideal clients are successful service providers who want to book themselves on the right shows without hiring an expensive booking agency."

01:42 - The problem Nancy helps solve: "They may not be willing to make the leap to hire an agency and want to learn how to do this themselves. The problem that they have is chances are many of their speaking gigs got tabled during the COVID-19 scenario, and they found themselves with an empty calendar, invisibility, not enough reliable lead flow, and frustration about not being able to make the kind of money they want to raising their voice and making their impact."

02:25 - The symptoms people have before working with Nancy: "You need to be podcast guesting if your lead flow is at a trickle instead of a flow. You have no speaking gigs on the calendar and no big conferences to go to because most of them have shut down. You feel locked out of the cool kids club, and you're ready to do something about it. You are someone who may not love technology but loves to speak, and you want more opportunities to feel that joy more often."

03:33 - Common mistakes people make before working with Nancy: "Number one is they make self-serving pitches that pitch their book or pitch their thing without paying attention to what the host is interested in, or their embedded audience cares about. Another is forgetting to tune into the podcast to make sure it's the right vibe for your tribe and the right match for your message."

05:03 - Nancy's one Valuable Free Action (VFA): "One thing I want you to do is to deal with your mindset and believe and behave as if the most important opportunity is coming to you tomorrow. And that means being ready to go to the show before you go."

05:42 - Nancy's Valuable Free Resource (VFR): Check out www.mediaonesheetnow.com; it gives you 15 minutes of your time, you'll have this done in 20 minutes, 15 to 20 minutes, and you'll be ready to go to the show before you go.

06:29 - Q: What's the most important part of podcast guesting that has absolutely nothing to do with being on the air? A: Podcast guesting is the start of a beautiful lasting relationship that can stand the test of time. When the microphone goes silent,

Discover how inconsistency and inefficiency lead you to the worst mistakes your business could face

Learn why taking action is the key to bring efficiencies and why incentivizing your team alone isn’t enough

Find out where the gaps in your business are and what the return on investment is going to be through an assessment from this episode’s guest

Resources/Links:

Wanting to find out more about the upside and the potential you might have for ICT? Take the Digital Transformation Readiness Survey at https://www.365solutionsgroup.com.au/MTI/

Summary

Are you a business owner who has recently thought of scaling your service delivery to delight more customers but is still clueless on its how-to’s?

Do you want to be able to keep your data secured yet accessible, rework business information into multiple platforms, and get to monitor how your business is doing in the dashboards?

Inefficiency and inconsistency may cost you your entire business in the future, and that isn’t something you would want to face.

Ride the waves of ICT solutions’ trends and receive a treat from our episode today!

Tristram Morgan has provided ICT solutions (information, communication and technology) for 30 years, and helped hundreds of customers to digitally transform their businesses to drive efficiency, reduce operating costs and exceed customer expectations.

In this episode, Tristram unravels how beneficial it is for business owners to involve their business into the digital world. Here, he talks about how inefficiency and inconsistency can soon lead to numerous mistakes in the management as he mentions both the importance of taking action and what consequence an inaction could make.

Check out these episode highlights:

01:28 – Tristram’s ideal client: “So our ideal client is a business owner with somewhere between 10 and 200 people on the team. They realize that there are better ways of doing things to be more efficient, and they want to deliver consistently great service to their customers but are not sure how to go about it.”

02:14 – Problem Tristram helps solve: “There are three pillars to what we do. The first is we help them keep their data secure whilst also making it accessible; the second pillar is we help them find the bottlenecks in their business; and the third pillar is about capturing the data on how their business is operating in visual dashboards.”

03:55 – Typical symptoms that clients do before reaching out to Tristram: “So the symptoms are many and varied, but they boil down really to two things that they experience which is inefficiency and inconsistency. So what they’ll see is mistakes being made, tasks are slipping through the cracks, one person completes the process one way but another person does it another way, they’re entering information into multiple systems and none of them talk to each other.”

05:02 – Common mistakes that people make before they find Tristram’s solution: “So one is that they try and do without systems, and the other alternative is that they try to implement the shiny new system for every issue they have in the business and they create an ecosystem of islands and isolated information which is a chaos to manage.”

06:06 – Tristram’s Valuable Free Action (VFA): “It’s a good idea to incentivize your team to find ways of bringing efficiencies to the table, but the key thing is you have to action what is brought to your attention; otherwise, you lose credibility and goodwill pretty fast from both customers and your team.”

Discover how to seduce your next client with new and awesome offers

Find out why your “why” is important and how authenticity is the key

Learn what are the effective tools to pitch yourself in for your next new clients

Resources/Links:

Wanting to Know How to Create Compelling and Seductive Offers for Your Clients? Learn More on How to Seduce Your Clients Through Speaking and Getting Booked: SpeakerTunity.com/seduce

Summary

Have you been struggling to get new clients with the same old offers?

Do you want to know how speaking can guarantee you new bookings?

Are you ready to level up your game and touch new lives with speaking?

Jackie Lapin is the Founder of SpeakerTunity, the Speaker and Leader Resource Company that provides leads, tools, and training to get booked for speaking on multiple platforms with no research on your part!

In this episode, Jackie shares the promising secrets on how you can get booked everywhere! She also talks about why the audience matters most when looking for new clients.

Check out these episode highlights:

01:36 - Jackie’s ideal client: “Anybody that needs to get in front of an audience to grow their business, Tom, and that could be coaches and leaders and experts and entrepreneurs and authors. But if you need people to buy your stuff, hire you, and you need to get in rooms to do it, that's my client.”

01:59 - Problem Jackie helps solve: “Well, most people need more clients. And if they're not getting enough clients, they need to get on stages of some shape or form. And the more you get on, the better! So, you really need to be versed in all the different kinds of stages.”

02:38 - Typical symptoms that clients do before reaching out to Jackie: “Well, they're frustrated because there's nobody out there to book for them because most of those people have disappeared out of the business. And they need to do this themselves, and they don't know where to find it.”

03:44 - Common mistakes that people make before they find Jackie’s solution: “Well, the two problems that people most experience are when they're trying to pitch themselves, they're talking about how fabulous they are. They are not really addressing that this is all about the audience.”

05:06 - Jackie’s Valuable Free Action (VFA): “Find three national organizations that are aligned with your business. Go mind that particular organization for all the chapter heads all across, whatever part of the world you're in, and then send them all a pitch.”

06:09 - Jackie’s Valuable Free Resource (VFR): Check out Jackie’s Website: SpeakerTunity.com/seduce

07:13 - Q: What are the tools that you need to actually be effectively getting yourself booking? A: One of those rare examples of speaker one sheet, which is really important, and it should be slick and beautiful and have a lot of really important information that showcases you fabulously.

Tweetable Takeaways from this Episode:

“When you're proposing yourself to a booker, it all has to be about what you're bringing to the table that's going to change lives and move people forward.” -Jackie LapinClick To Tweet

Transcript

(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)

Tom Poland 00:10

Greetings everyone and a very warm welcome to another edition of Marketing The Invisible. My name is Tom Poland,

Find out how Category Design differentiates you from your competitors and have you as your market’s top of mind

Learn how to clearly define the problem you solve and communicate it

Discover marketing tactics and strategies that meet your business objectives

Resources/Links:

Download your FREE PDF copy on How to Drive a Market: https://growthstage.marketing/category-design/

Summary

Do you feel like you are putting all the marketing strategies in place and yet you are not meeting your financial objectives?

Are you not having the revenue growth you thought you should be making?

Do you want to find an opportunity to engage your market differently and be top of mind?

Mark Donnigan designs and executes marketing programs and go-to-market strategies that build markets and establish disruptive innovation companies as a category king. Leveraging marketing and growth tactics that work, Mark produces real business results for early and growth-stage technology and disruptive innovation startup companies.

In this episode, Mark shares how Category Design lets you cut through the noise and become your market’s top of mind.

Check out these episode highlights:

02:02 - Mark’s ideal client: “My ideal clients are technical or product lead founders who are introducing technologies or deep tech-type solutions into the market. Anybody who's solving problems where, either advanced technology has been developed to address the problems, or they're bringing maybe some existing technologies into the market.”

02:51 - The problem Mark helps solve: “The problem I solve is the classic mindset of, ‘If I build it, they will come.’ ‘My solution is so good.’”

03:47 - Typical symptoms that Mark’s clients would be experiencing before working with them: “Most of the time they've launched, they have a product in market, they have customers, and they usually have to use the word you might say, product-market fit. The point is, depending on what your perspective is, you might think like 10 million, well, that's a pretty good start, right? The problem is you get to $10 million; you look around and say now what, I'm not seeing a clear path to get to 50 and 100 and really capture the market potential.”

05:45 - Common mistakes they make before they find Mark’s solution: “The common mistakes are executing, frankly, a marketing playbook that was built for 10, 15, 20 years ago.”

07:25 - Mark’s Valuable Free Action (VFA): “Clearly define the problem that you solve. And then every opportunity you have to talk about your solution, don't talk about your product, talk about the problem and the solution.”

07:52 - Mark’s Valuable Free Resource (VFR): Check out Mark’s Website: growthstage.marketing

08:10 - Q: Why in the world did I get into marketing? A: I'm a sales guy that started programming computers when I was 12, figured out that I wanted to be a rock star, went to music school, and so sales and marketing creativity. That's why I'm here.

Tweetable Takeaways from this Episode:

“Every opportunity you have to talk about your solution, don't talk about your product, talk about the problem you solve.” -Mark DonniganClick To Tweet

Transcript

(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)

Tom Poland 00:09

Greetings everyone, a warm welcome to another edition of Marketing the Invisible.

Understand why rewarding yourself is important when wanting to change

Discover the reasons why change is very important and crucial for your business

Learn more on why you need to focus on starting small rather than starting big

Resources/Links:

Wanting to Make the Change that You Know You Need but Just Find It Too Difficult? Learn the secrets on How to Make Change Easier, More Fun, and More Promising: https://barrymoltz.com/

Summary

Have you been feeling stuck and exhausted whenever you try to make a change in your business and in your life?

Are you struggling with trying to make changes in your business even though you know you need those changes?

Do you want to know the promising secrets on how you can really make a change and make your business better without fear and exhaustion?

Barry Moltz gets owners growing again by unlocking their long forgotten potential. With decades of entrepreneurial experience in his own business ventures as well as consulting countless other entrepreneurs, Barry has discovered the formula to get stuck business owners unstuck and marching forward.

In this episode, Barry talks about how you can understand change and its importance and overcoming the fear of uncertainty that change can bring. He also shares the psychology and value of a rewards system when trying to make the change you know you need in your business.

Check out these episode highlights:

01:48 - Barry’s ideal client: “Our ideal client is anybody that needs to make a change. Too many times in business, people have enough success where they can pay themselves, but they haven't had enough success, really, for their business to be exactly where they dreamed of it when they actually started this journey.”

02:20 - Problem Barry helps solve: “Well, I work with people to actually make a change, and making a change is incredibly difficult. You know, the reason I wrote this next book was because we brought in a consultant.”

03:42 - Typical symptoms that clients do before reaching out to Barry: “Well, first of all, what I want to give people to make the change is not a change that they think they need, or someone else has told them they have to make a change, but a change they already need- they know they need to make.”

04:45 - Common mistakes that people make before they find Barry’s solution: “Well, the biggest hurdles are they say it's too difficult or they actually try it a little bit and they say, " Ah! I tried it. I told you it wasn't going to work anyway, so let me go back to the way it was."

05:59 - Barry’s Valuable Free Action (VFA): “Start small. And then when you're successful, give yourself a reward that you actually make that change.”

06:48 - Barry’s Valuable Free Resource (VFR): Grab the first free chapters of Barry’s Book: barrymoltz.com/changemasters

07:42 - Q: Are you vaccinated? A: Yes!

Tweetable Takeaways from this Episode:

“We spend a lot of time complaining about our failures but we never celebrate our successes. And that's a problem.” -Barry MoltzClick To Tweet

Transcript

(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)

Tom Poland 00:09

Greetings, everyone, and a warm welcome to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you, as always, from little Castaways Beach here, on the white sand,

Learn why understanding your purpose first will guarantee you to lead with velocity

Understand why having a vision is better than having an answer upfront

Find out how having a velocity mindset can promise you better leadership skills, better business, and a better you

Resources/Links:

Wanting to Discover How You Can Achieve Bigger and Better Results Faster? Learn more about the Velocity Mindset and How It will Do Wonders for You and Your Business: velocitymindset.com

Summary

Have you been being biased when it comes to taking new opportunities and risks for your business?

Are you feeling doubtful when it comes to locking in sales from your clients or customers?

Do you want to know how having the velocity mindset can help you can sell more, lead more, and be more?

Ron Karr has worked with leaders on six continents to eliminate risk, gain buy-in and achieve better results faster with the Velocity Mindset. He has generated over a billion dollars in incremental revenues for clients.

In this episode, Ron talks about the value of clearing your mind from what you know and focusing more on what you want to create for yourself and for the world. He also shares his insights on why having answers to your questions and problems upfront isn’t always the best answer for you and your business.

Check out these episode highlights:

01:45 - Ron’s ideal client: “For speaking, it's any organization that's looking to motivate and move their audiences forward for consulting and coaching. Its high-growth companies are in the $10 to $200 million range.”

02:00 - Problem Ron helps solve: “So we're helping them build high-performing sales cultures. So, working with the CEOs, the C- Suite, as well as, all the other departments on how are they going to meet and exceed the needs of their customers in the marketplace?”

02:38 - Typical symptoms that clients do before reaching out to Ron: “Well, the typical symptoms are when they're trying to grow and they're growing. They're trying to influence others, whether it's employees or customers, and they're not buying the Kool-Aid if you will.”

03:16 - Common mistakes that people make before they find Ron’s solution: “Well, when they think about velocity and Tom, I'll ask you this word. When you hear the word "velocity", what's the word that comes to your mind? You're- forward. But that's only half the definition.”

04:47 - Ron’s Valuable Free Action (VFA): “Well, it goes to what we just talked about, and the free piece of advice is called "a clean sheet of paper". So, whenever you're creating that vision, number one, start with a clean piece of paper. Forget about what you know the world to be.”

06:20 - Ron’s Valuable Free Resource (VFR): Check out Ron’s Website: velocitymindset.com

07:20 - Q: What is the simplest tactic to remember when you're trying to influence others? A: People do things for their own reasons, not yours.

Tweetable Takeaways from this Episode:

“Leaders do not have the answers upfront. They have the vision, but they're comfortable knowing that they will ask the questions to get the answers they need to succeed.” -Ron KarrClick To Tweet

Transcript

(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)

Tom Poland 00:10

Greetings, everyone, and a very warm welcome to another edition of Marketing the Invisible.

Understand how market research is crucial to your business and your sales

Increase your awareness on why gathering real data from outside is important and beneficial rather than just inside your business

Find out how research opens new opportunities for you and releases you from the market pain

Resources/Links:

Wanting to Learn More on How to Properly Do Market Research Without Wasting Time and Money and Getting the Most Out of It? Find out why Market Research is Crucial for Your Business and Buyers: cascadeinsights.com

Summary

Have you been getting data and opinions within and inside your business only?

Do you want to know why marketing research is important for your business and sales?

Are you ready to do market research the right way that will bring you promising sales and happy customers?

Sean Campbell brings a wealth of knowledge when it comes to surviving and thriving as a service firm owner or the leader of a practice area inside a larger services firm.

In this episode, Sean shares his insights on why market research is crucial for your business, especially in solving a market problem or finding new opportunities. He also talks about why data and opinions need to be gathered outside the four walls of your business.

Check out these episode highlights:

01:13 - Sean’s ideal client: “In our case, it's a B2B technology company, and we define that pretty narrowly. So, software and hardware.”

02:09 - Problem Sean helps solve: “Well, we used to summarize it a few different ways, but we ended up boiling it down over the years. You know, this is your 16 of owning the firm. We either help people figure out how to identify and solve for market pain, or identify and find new opportunities.”

03:17 - Typical symptoms that clients do before reaching out to Sean: “Nobody has any real data behind their opinions. I mean, that's probably the biggest one. I mean, in a lot of companies, they build decisions on consensus making and kind of conjecture.”

04:35 - Common mistakes that people make before they find Sean’s solution: “Well, for market research, I think the biggest one is a really huge emphasis on quantitative research over qualitative.”

05:52 - Sean’s Valuable Free Action (VFA): “I would say the next time you're in a meeting, and you're all discussing something, just simply look around at all those opinions that are shared, and see if anyone has any data or any input that is from any source outside the building.”

06:24 - Sean’s Valuable Free Resource (VFR): Check out Sean’s Website: cascadeinsights.com

07:04 - Q: When shouldn't you do market research? A: Sometimes instinct is the best guide. If you're a small company, you don't always have to go necessarily blow the money out to go do research.

Tweetable Takeaways from this Episode:

“Insights in the building should have an expiration date on them. And if it's been too long, you need to update that and get yourself a new gallon of milk, or new pints, depending on where you're at in the world.” -Sean CampbellClick To Tweet

Transcript

(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)

Tom Poland 00:10

Welcome, everyone, to another edition of Marketing the Invisible. I'm Tom Poland beaming out to you, as always, from little Castaways Beach, on this white sand here next to the blue ocean, in Queensland,

Learn why you just can’t do everything on your own especially in your business

Find out more about the value of emotions and relationships with customers as a business

Discover how the price isn’t as important anymore once you’ve developed a great and understanding customer service system

Resources/Links:

Wanting to Learn More on How to Improve and Grow Your Business Through the Magic of Customer Service? Find out the Why’s, the How’s, and the What’s of Customer Service: ultimateCXexperience.info/freeyellowbook

Summary

Have you been putting aside your customer service systems and prioritizing other parts of your business instead?

Are you constantly struggling with making valuable and deep connections and relationships with your clients?

Do you want to know more about why doing everything on your own isn’t the best and right way on growing your business?

Dr. David Moffet and Jayne Bandy are respected speakers and writers on customer service systems and processes. They coach private SME clients on how to improve their businesses by focusing on customer retention and providing World Class customer service.

In this episode, David Moffet shares his insights on why customer service systems are very crucial in business and in increasing profit. He also talks about how asking for help and guidance is one of the stepping stones to becoming successful and growing your business.

Check out these episode highlights:

01:28 - David’s ideal client: “My ideal client is any small business ranging, in turnover, from 3 million to 50 million with between 5 and 50 or 60 employees, and they want to grow their business.”

02:00 - Problem David helps solve: “Well, the problem I solve is that these businesses want to increase their revenue. They want to increase their top line. They want to increase their bottom line.”

02:50 - Typical symptoms that clients do before reaching out to David: “Well, I think the easiest way to identify that you've got a problem is that your sales are either dropping, or they're stagnating. Every business should grow year after year after year. That's a given if you want to survive or just keep up with inflation.”

04:01 - Common mistakes that people make before they find David’s solutions: “I think I see plenty of mistakes all the time. But I think one of the most common mistakes I see is business owners trying to do everything on their own. And that's just an error that just compounds upon itself.”

05:18 - David’s Valuable Free Action (VFA): “Well, I think they need to reflect. Yeah, sometimes people are just too busy chopping wood to stop and sharpen the saw. You know, they need to reflect and stop micromanaging, as I said, you know and start delegating.”

06:13 - David’s Valuable Free Resource (VFR): Get a FREE PDF Copy of David’s Best-Selling Book: ultimateCXexperience.info/freeyellowbook

07:13 - Q: You're a dentist. How can you help my business? A: Customer service is in my blood. It's always been in my blood.

Tweetable Takeaways from this Episode:

“If you've got a great business, price becomes irrelevant. They won't care what your competitors charge because they get such great value and great relationships from dealing with you.” -David MoffetClick To Tweet

Transcript

(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)

Tom Poland 00:09

Welcome, everyone,

Discover why being busy and productive isn’t always the answer for your business

Find out what are RGAs and why you should focus on doing them

Learn more on how you can organize your time to maximize your productivity

Resources/Links:

Wanting to Know How You Can Be Productive Without Being Too Busy? Learn more on How You Can Maximize Your Time as an Entrepreneur: gettimebank.com/MTI

Summary

Have you been finding yourself feeling exhausted and tired most of the time because of your business?

Do you feel like all of your productiveness is going nowhere and you’re stuck at an income or growth plateau?

Are you ready to find out how you can maximize your time to bring fulfilling progress, promising income, and great business growth?

Antonio Thornton, the Profit Engineer, is a trusted advisor and coach to top entrepreneurs to double profits and double their time off.

In this episode, Antonio talks about why being busy doesn’t always mean productive, and why productive doesn’t always mean profitable. He also shares how we can organize, monetize, and maximize our time every day to bring the best in your business and yourself!

Check out these episode highlights:

01:56 - Antonio’s ideal client: “My ideal client, what I like to call the "cast entrepreneurs", C-A-S-T. They're the coaches, authors, speakers, and service providers. So professional service providers, anyone who trades their time for money.”

02:16 - Problem Antonio helps solve: “Well, simply put, I like to say I take the employee' ship out of entrepreneurship. Most entrepreneurs go into business with the idea of having all this time and freedom, but they find out it's the exact opposite.”

02:48 - Typical symptoms that clients do before reaching out to Antonio: “Well, typically, it's going to be pretty straightforward. You're working a lot, and you're making a little, right? So, you're putting in a lot of hours, and you're just not seeing that return on investment. Your income is either plateaued.”

03:59 - Common mistakes that people make before they find Antonio’s solution: “Well, yeah, the real issue, which creates more than an issue, is that most entrepreneurs tried to be more productive. They try to get more done in less time, etc.”

05:38 - Antonio’s Valuable Free Action (VFA): “I'll actually give you three actually. When we think about the process of what helps take a company and an organization from overworked, busy, frustrated to having more time freedom and making more money than they had in the past is really a three-step process.”

07:38 - Antonio’s Valuable Free Resource (VFR): Check out Antonio’s Website: gettimebank.com/MTI

08:14 - Q: How's life? A: You know, and that's one of the questions that I'll leave and turn over to your audience. Timebank is designed to design the life you want and then build a business around it.

Tweetable Takeaways from this Episode:

“Busy does not mean productive.” -Antonio ThorntonClick To Tweet

Transcript

(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)

Tom Poland 00:09

Greetings, everyone, and a very warm welcome to another edition, which I am personally excited about, of Marketing the Invisible, joined today by Antonio Thornton. Antonio, good day. Sir, welcome to the show! Where are you hanging out?

Antonio Thornton 00:21

Man, I'm glad to be here,

Discover the importance of knowing and understanding your audience

Learn more on why you should ditch the expensive survey and check out SparkToro

Find out how to know more about your audience and not just the facade

Resources/Links:

Wanting to Know More About Your Audience? Find out how to Instantly Discover What Your Audience Reads, Watches, Listens to, and Follows: SparkToro.com

Summary

Have you been investing in surveys and researches but not getting enough insights about your audience?

Are you always getting breakeven whenever you use Facebook or Google and getting very little value back?

Do you want to know more about how you can instantly know and understand your audience more?

Rand Fishkin is the Co-Founder of SparkToro, a platform that instantly discovers what your audience reads, watches, listens to, and follows. He was the previous Founder of Moz, a globally successful and smarter way to do SEO. He is also the author of Lost & Founder: A Painfully Honest Field Guide to the Startup World, as well as the co-author of The Art of SEO.

In this episode, Rand talks about his insights on why Facebook and Google isn’t really the best platform when it comes to understanding your audience’s demographics and coming up with a marketing strategy. He also shares his tips on how you can know more about your audience and maximize your reach by using the right platform and ditching the expensive surveys.

Check out these episode highlights:

01:45 - Rand’s ideal client: “So SparkToro provides audience research. It is primarily used by marketers. Those are in-house marketers at brands of all sizes, but we really love small and medium businesses and agencies and consultants too.”

02:04 - Problem Rand helps solve: “SparkToro helps people to instantly understand lots of attributes, behaviors, and demographics about their target audience.”

03:00 - Typical symptoms that clients do before reaching out to Rand: “Has this ever happened to you? You throw billions of dollars at Google and Facebook, and they take all your money from you, and then give you very little value back. It happens to a lot of marketers!”

04:39 - Common mistakes that people make before they find Rand’s solution: “I think the two big ones are number one, relying on surveys and interviews to answer questions like, "What does my audience pay attention to?", "Who are they watching and following", "What publications they read?”, “What are their sources of influence?"

06:25 - Rand’s Valuable Free Action (VFA): “I think one of the best things that you can do to figure out your audience is take a publication or a source of influence that is already popular with your audience.”

07:06 - Rand’s Valuable Free Resource (VFR): Check out Rand’s Website: SparkToro.com

07:50 - Q: how do we long-term disintermediate the power that these duopolies have over the advertising and marketing universe? A: SparkToro can make a tiny, teeny-weeny dent. And the bigger issue is going to be, eventually, we have to decide that competition is a good thing for capitalism.

Tweetable Takeaways from this Episode:

“The way SparkToro works is it just passively crawls the web and social accounts, and then collects that data based on what people actually do.” -Rand FishkinClick To Tweet

Transcript

(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)