More Perfect Marketing

Marketing is an essential aspect of any business, but in today's rapidly changing landscape, it can be challenging to keep up.

With new technologies emerging and consumer expectations evolving, it's crucial for businesses to adapt and meet their customers' needs.

In this episode, we explore the challenges businesses face in adapting to technology and discuss strategies for effective marketing that can help them reach their target audience. Our guests, Emanuel Rose, provide valuable insights and practical advice for businesses looking to succeed in today's market.

Emanuel Rose was born and raised on the West Coast of the United States. He has spent over three decades earning a reputation in cutting edge marketing. A renowned expert in the field, Emanuel specializes in branding, advertising, and day to day operations at his digital agency, Strategic eMarketing. His passion lies in helping companies achieve business success from the bottom to the top. Emanuel’s unique approach to marketing strategies has resulted in countless clients reaching their goals. 

Emanuel Rose is an accomplished author and marketing expert. He is the author of several books including the Authenticity series which include:

In "Authenticity-Marketing to Generation Z", Emanuel dives into the demographics of Generation Z and explores successful marketing campaigns that hit the bullseye with this generation. He guides readers through the process of developing a fully-fledged marketing plan and web presence that will make them a pro at reaching both Business to Business (B2B) and Business to Consumer (B2C) campaigns. With his extensive experience in marketing, Emanuel offers practical insights and actionable strategies for businesses to achieve marketing success in the digital age.

"The Social Media Edge" is a guide for executives to leverage the social CEO, employee advocacy and social media to boost their brand image. The book covers topics such as understanding the role of employee advocacy, the social CEO phenomenon, building a social media advocacy program for employees, creating content, best practices, measuring success, and success stories. It also provides insights on developing effective content strategies, using paid social ads, internal communications, creating a social media policy, analyzing and optimizing performance, and using video to enhance employee advocacy.

“Authentic Marketing in the Age of AI” is a guide for marketers looking to create effective marketing strategies in the era of AI. The book covers topics such as understanding authentic marketing, the impact of AI on marketing, building authentic marketing strategies, engaging customers authentically, measuring the effectiveness of marketing efforts, overcoming challenges, and leveraging AI tools. It provides practical insights and strategies for marketers to stay ahead of the curve and achieve marketing success in the age of AI.

Emanuel enjoys learning his craft and implementing new techniques and theories for his clients, not only in his home state of Oregon, but around the world. Together with his hand selected staff, Emanuel creates opportunities while solving challenges in the ever-changing digital landscape. He is a firm believer in using his personal experiences to help others and this dedication continues to impress.

Not to be outdone on the digital battlefields, Emanuel is an avid outdoorsman. He feels connected to the planet wandering the towering forests or absorbing the energy pouring in from the ocean. His childhood fantasy of discovering those special wild places translates to his writings. The freedom and joy in exploring the natural world is a welcome addition to his life.

His children’s book series, Wenaha Henry is the growing result of this newfound passion and he hopes young readers around the world will find inspiration and, maybe, a bit of magic of their own.

Links mentioned:

emanuelrose.com

In our fast-paced, hyper-connected world, businesses need a strong and clear presence online to stay ahead of the competition. But achieving this can require an effective marketing and content creation strategy that connects with current and prospective clients while showcasing the best features of your brand.

The right content can make all the difference in attracting attention, building trust, and ultimately increasing sales.

In this episode, we delve deep into the core foundational steps that every business should take to create effective content for their social media channels, email newsletters and blog posts. Guest Sarah Varughese provides invaluable insights and tips on how to balance in-person and online presence, the importance of storytelling, and using fun and playfulness to make marketing less intimidating.

Self described as 'the world's nicest badass', Sarah has a wild imagination, but a calm demeanor. She is a published author and YouTube creator all in support of her work as a Visibility Coach and Strategist for small businesses.

Episode Breakdown:

[00:02:30] Giving marketing advice to BNI member about posting content based on common questions asked during meetings. Encouraged note-taking on questions asked by clients and assuming audience knows nothing.

[00:04:33] Generate content ideas from Google auto-generated questions, news, and personal experiences for continuous education in the industry.

[00:06:14] A marketing consultant offers a DIY model for starting businesses and a done for you model for more established businesses. They teach both online and in-person methods and help with video marketing.

[00:08:57] Individual with diverse skill set ranging from photography, graphic design, video, post-production, marketing, and teaching lends expertise to clients through "done for you work" and instructional video tutorials. Newsletter offers tips on improving video presentation.

[00:11:03] The text discusses the psychology behind using certain colors and ways of talking, and advises starting with a story when presenting to an audience. The speaker also uses light and fun content to make marketing feel approachable and less intimidating.

[00:15:01] Using a single note-taking app, like Google Keep, can help organize content creation and make repurposing easier. Checkboxes can be used to track completed tasks and old content can be reposted if necessary.

[00:17:45] Repost and reuse social media content because consumers don't remember things from the past, pick a few topics and repeat them often to improve brand recognition.

[00:20:01] Creating new videos helps you practice talking about your business, making it easier to convey information to strangers. Repurposing old videos should be done only when appropriate.

[00:22:28] After surviving a stroke and realizing she wasn't having fun in her business, the author began carrying around a small dinosaur named Martha. Martha became popular with her photography clients and served as inspiration for her marketing company, Trex Marketing Solutions. The company's unusual name and branding has helped attract clients who appreciate the author's quirkiness and humor. The author even wears a dinosaur head in some of her Instagram videos.

[00:26:46] Tips for overcoming nervousness and self-consciousness in video creation: Embrace that everyone sucks at the beginning, practice by recording yourself talking about your topics, use Post-it notes to prompt yourself, and record yourself for a week before posting. Over time, with practice, you will improve.

Links mentioned:

she-rex-marketing.com

YouTube: https://www.youtube.com/channel/UCPiN4g3e1h__q_Do2EPjC9A

Instagram: https://www.instagram.com/she_rex_marketing/

On this episode of More Perfect Marketing, we discuss the importance of customer service and social media marketing, and how they contribute to a brand's success. We dive into the roots and values of Oklahoma's agencies, the dominance of Wendy's on Twitter, and Sonic Drive In's hiring practices. Our guest, Mike Koehler, gives his expert perspective on the current state of technology and what to expect in the future. We also touch on the importance of brand voice, choosing the right social media platform, and the impact of AI on storytelling.

Mike Koehler began his marketing career in the mid-90s, just as the world was beginning to adopt the Internet. With over two decades of experience, Mike has seen and adapted to many changes in marketing practices, including the latest buzz around artificial intelligence. He now shares his perspective on how new technologies might influence the industry in the future.

[00:03:17] Real people, no stock photos, honesty is important for brand identity.

[00:04:58] The brand grew out of an intersection of serious and ridiculous when explaining social media to people.

[00:08:36] Efficiency and creativity are different; AI tools are helpful but not a solution for creativity yet; we need to stay cautious and build our argument against them.

[00:11:37] Former journalist turned agency owner discusses the seismic shift of real-time relationships in content creation and consumption, the decline of print media, and the value of storytelling in marketing despite the sophistication of tools such as AI.

[00:16:32] Brand voice is crucial in creating a brand strategy, as it sets the tone and expectations for customers. It differs between brands, even down to individual words, cultural references, and use of emojis. Even big brands like Coke should have a distinct voice, and it's up to editors to create and refine this voice.

[00:20:47] Wendy's successful SaaS Twitter voice, Sonic Drive-In's empathy-focused social media strategy, and the difference between automated and personalized customer service.

[00:24:08] Oklahoma agency's Midwest values inform customer service approach - quick and responsive, but also settling complaints to maintain customer satisfaction.

[00:27:05] Active response service provides intensive onboarding for clients, focusing on company values and customer experience. The team works closely with clients to prevent potential PR crises and address customer concerns. Turning negative comments into positive ones can have a significant impact on overall sentiment.

[00:31:10] People used to fear negative feedback online, but now they realize it's better to engage with customers. However, they fear the lack of control on Twitter and are hesitant to join newer platforms without feeling secure about their brand's reputation. Human marketers play a role in providing this security.

[00:34:36] Focus on platforms where your target audience is active instead of chasing the latest trends. Prioritize activities that will grow your business and connect you with potential customers.

Links Mentioned:

www.smirknewmedia.com

https://www.linkedin.com/in/mkokc/

https://twitter.com/mkokc

On this episode of More Perfect Marketing, we delve into the importance of audience research and understanding the specific needs of your target market. Guest Alison Knott shares valuable tips on how to create content that resonates with your ideal audience and how to conduct market research effectively. We also explore tools for discovering niche subreddits and influencers followed by your target audience. Additionally, we discuss the importance of conducting listening tours and customer clarity calls to gain deeper insights into the job to be done by your ideal customer and how to market effectively to them.

Alison Knott is an expert in audience research and marketing. She joins David Baer to discuss the importance of audience research and how it can maximize the benefits of your marketing efforts. Alison's knowledge of audience research has made her a highly sought-after consultant for businesses wanting to achieve better returns on their marketing investments. Her expertise has enabled many of her clients to get a better understanding of their target audience, helping them to personalize their marketing strategies and achieve better results quickly.

Links Mentioned:

alisonkconsulting.com

How to Find Your Target Audience Online

On this episode of More Perfect Marketing, we dive into the world of voiceover work and the importance of building connections with customers. Our guest, David Gilbert, shares his journey from losing his job to pursuing his passion for voiceover work. He shares the importance of investing in training and coaching and developing marketing skills to stand out in the industry. We discuss the power of audio branding, finding a niche in a competitive market, and the importance of consistency in messaging. We also explore the evolution of vocal styles in radio and TV commercials and the need for specialized equipment and training to make it as a voice actor.

David Gilbert is a professional voiceover artist from the Greater Toronto Area. With years of experience in the industry, David has become a sought-after talent for his clear and engaging voice that can convey different emotions and tones. He has worked on numerous projects ranging from commercials to audiobooks, and has made a name for himself as a versatile and reliable performer.

In addition to his voiceover work, David enjoys spending time with his family and exploring new places in his community. He is excited about his future projects and is constantly striving to enhance his skills and deliver exceptional work to his clients.

[00:02:05] David Gilbert created a website to differentiate himself from others in his industry by offering to deliver voiceover projects within 24 hours and focused on the impact he has on his clients.

[00:04:58] Michelin positioned themselves as a safety brand even though their tires were not necessarily safer than others. This created a strong brand persona and successful marketing strategy. Good branding is exemplified by Nike and Apple.

[00:06:48] Specialize in a specific area to become an expert, differentiate yourself from others, and leverage your unique qualities to stand out in the market.

[00:09:39] Audio branding is essential for a cohesive brand image and customer connection across all touchpoints. A mismatched brand message can ruin marketing efforts and customer connection. Audio branding examples include the sounds associated with brands such as NBC and Amazon Prime. The role of a podcast editor is to create content to connect words to the audience.

[00:13:05] Attention to detail is crucial for customer satisfaction and loyalty, as even small things like a dirty bathroom or a faded awning can give the impression that a business doesn't care. Disney World is an example of a business that excels in attention to detail, and this approach should be applied to every aspect of a business's interactions with customers.

[00:15:33] The speaker breaks down customers into two categories: educated and uneducated buyers, and focuses on satisfying their needs by connecting words to clients. Building trust with clients is key instead of just having a transactional relationship.

[00:18:51] Understanding the buyer's context, including functional aspects, is crucial for freelancers to build personal connections and see customer traction beyond just the transaction.

[00:21:16] Voiceovers are beneficial for commercials, corporate videos, e-learning, and telephone systems to establish a human connection with the audience. AI voices lack soul and humanistic aspects, and having a charismatic leader as the face of the brand is important.

[00:25:37] The New England and RP accent combines posh British accent without being British, but it's no longer used in media due to changes in technology and consumer preference. Different situations and brands require different types of voice acting, and it's not as easy as reading off a page.

[00:28:14] A man discovered his passion for voice-over work after being downsized from his job in sales and marketing, and invested heavily in training and coaching. He learned more about himself and business through his career change.

Links Mentioned:

davidgilbertvoiceover.com

linkedin.com/in/davidgilbertvo

On this episode of More Perfect Marketing, we explore how to build trust through marketing and develop long-term client relationships. We also learn about the importance of overcoming preconceptions, building trust through consistency, and identifying client benefits to establish credibility.

At the core of our discussion is the well known concept of "know, like, and trust," plus insights on how to build trust through marketing and successfully grow your business.

Our guest, Roberta Ravella, helps real estate agents close more clients with marketing that works.

Episode Snapshot:

1. How can a police officer's perception vary depending on cultural context?

- A police officer's perception can vary depending on cultural context due to personal biases and experiences, as well as the cultural values and expectations of the community they serve.

2. Can perception also be influenced by industry, such as real estate and finance?

- Yes, perception can be influenced by industry as different industries may have varying levels of trust or skepticism associated with them.

3. How can someone overcome preconceptions and build trust?

- Consistency and direct marketing are ways to overcome preconceptions and build trust with potential clients.

4. What is the importance of identifying and addressing specific problems and benefits that a potential client may have?

- Identifying and addressing specific problems and benefits that a potential client may have can lead to greater trust and loyalty.

5. How has mortgage sales changed from the late 90s to today?

- Mortgage sales has shifted from in-person communication to online communication via website and email, which has damaged relationships that were built in-person.

6. What is the current state of marketing for real estate agents and mortgage brokers?

- According to the speaker, most marketing for real estate agents and mortgage brokers is still generic and does not generate trust or build referrals.

7. What books taught the speaker about trust in marketing?

- The speaker learned about building trust through marketing from Perry Marshall's book and a Facebook marketing retreat, and later from Stephen Covey's book on the speed of trust.

8. What are some ways to establish credibility in marketing?

- Reviews, stories, and social proof are ways to establish credibility in marketing.

9. What is the "bleeding neck" concept, and how can it be applied to various industries?

- The "bleeding neck" concept is about how emergencies can turn strangers into saviors. It can be applied to different industries where there may be financial or time-sensitive emergencies where people need urgent assistance.

10. What is the "deep funnel" concept in marketing?

- The "deep funnel" concept in marketing refers to the buyer's journey, starting with awareness of a need and ending with a decision to purchase. Effective marketing requires tailored messaging at each stage of the buyer's journey to establish know, like, and trust with the potential customer.

Links Mentioned:

robertaravella.com/

youtube.com/@realtormarketingthatworks/videos

Tyler Horsely is an expert in the field of digital marketing and works for Nuclear Networking, a company that specializes in driving traffic to businesses through paid ads, SEO, and other marketing strategies. Tyler has learned the hard way that focusing only on traffic can put businesses at a disadvantage compared to competitors who are considering the whole marketing ecosystem. He believes that businesses must start by asking themselves the important question of why they are better than their competitors, and this is something Tyler helps his clients and partners to answer. For Tyler, it's not just about selling services but also ensuring that businesses have the right operational efficiencies and automation to succeed. His ultimate goal is to help business owners avoid wasting money on ineffective marketing strategies and achieve their dreams.

Topics Covered:

- Tyler Horsley's background and involvement with Nuclear Networking

- The importance of connecting business activities to revenue

- Marketing beyond traditional sales and tactics

- Understanding a company's mission and purpose in marketing strategies

- Developing understandable data sets to make informed decisions

- The importance of automation and strategic thinking in the industry

- Growing businesses for higher value and facilitating exits

- The importance of not relying solely on one individual

- Strategies for increasing stock value without debt or raising capital

- Website design and customer-focused communication

- Specialization in marketing and the need for accountability charts

- Evaluating a company's growth trajectory and ramping up marketing efforts.

Links:

www.nuclearnetworking.com

On this episode of More Perfect Marketing, host David Baer is joined by branding and positioning expert Orly Zeewy to discuss the importance of understanding your target audience's needs and desires in order to create effective messaging.

Orly Zeewy is an author, speaker, and your facilitator of lightbulb moments. Her superpower? She makes fuzzy clear. She turns generic messaging into clear marketing messages that help startups and early-stage companies cut through the noise so they can attract their ideal customers and scale fast.

In addition to her consulting work, Orly is a popular speaker and guest on business podcasts. She has been interviewed on more than a dozen business podcasts including This Week with Sabir, Angel Invest Boston with Sal Daher and The ConsciousPreneur. She has lectured at Wharton and taught in The Close School of Entrepreneurship at Drexel University, and the University of Pennsylvania.

Orly has been featured in Medium and her articles have been published in national publications such as The Marketing Journal, Smart Hustle and Lioness Magazine. Her book: Ready, Launch, Brand: The Lean Marketing Guide for Startups was published by Routledge in May 2021 and was the #1 new business book release on Amazon in April 2021.

Included in this episode:

- Common Mistakes with Brand Messaging: Startups often send out too much information without being clear on their message. Generic messaging is often a result of not understanding who the target audience is.

- Importance of Homepage: A homepage is a crucial aspect of a brand's identity and must communicate why a user should be there.

- Focusing on the Customer's Needs: Founders need to focus on the problem they need to solve for customers, not just their own needs. Specific messaging tailored to the audience will attract more of them.

- Utilizing Surveys: Surveys are incredibly useful if the right questions are asked to the right people. There may be variations in questions asked to extract useful language and perspective.

- Case Study: Summer Day Camp Redesign: The guest speaker shares insights from an online survey her team conducted for a summer day camp. They found that the camp was the place where small kids do big things. The messaging was centered around experiences and growth opportunities in a safe environment rather than the lake as they had previously thought.

- Importance of Understanding the Market: "Build it and they will buy" is a flawed idea because it doesn't consider if people actually want what you're offering. Understanding the market, including where it is currently and what people are doing now, is crucial.

- AppSumo Case Study: AppSumo is a marketplace where technology tools launch to find users. Many of these tools lack clarity on who they're serving, focusing only on what they do.

- Differentiation for Startups: Startups have a blank slate but still need to figure out their unique selling points. Existing companies, especially in brick and mortar, have a harder time because of the abundance of options and competition from digital spaces.

- Insights on Sales: To succeed in selling a product or service, it's crucial to connect with potential customers on their level. Passion is a key trait of founders, but they need to consider that others may not be as far along in the process.

- Eugene Schwartz's "Breakthrough Advertising": The host reads a passage from "Breakthrough Advertising" by Eugene Schwartz, published in the 1960s, which emphasizes the importance of channeling and directing existing desires in copywriting.

Links mentioned:

https://zeewybrands.com

https://www.linkedin.com/in/orlyzeewy/

https://twitter.com/orlyzeewy

https://bit.ly/readylaunchbrand

On this episode of More Perfect Marketing, David Baer talks to Emily Lenning, the founder of Blossom Marketing, a full-stack digital agency that serves various small businesses, including ecommerce clients, home service companies, architects, interior designers, and more.

The discussion starts with Emily's background and the challenges small business owners face with marketing. Emily stresses the importance of consistent branding and encourages business owners to trust marketing professionals to help them without breaking the bank. The speaker also discusses how they work with clients, starting with a lead call and a kickoff call to evaluate the strategy and goals.

They also share examples of successful campaigns for various industries, including retargeting campaigns for HVAC companies and email marketing for a coworking space. The speaker's approach is to focus on testing to determine what works best for each client's audience, regardless of the industry.

Emily Lenning in the CEO of Blossom Marketing, a full service digital marketing agency based in the Washington DC area.

Links mentioned:

www.emilylenning.com

www.blossomdigital.com

On this episode of More Perfect Marketing, we dive into the world of Facebook advertising and how it can help small and medium-sized businesses acquire leads and customers.

Our guest, Hernan Vasquez, shares his expertise in the field after working with big players like Grant Cardone and Tony Robbins. We discuss the complexity of the Facebook ads platform and the key considerations needed to approach advertising campaigns successfully. Hernan emphasizes using proven and tested funnels to lower acquisition costs and increase lifetime value. Additionally, we discuss the decrease in cost per click due to current budget cuts and how businesses can take advantage of this opportunity to acquire more market share before things go back to normal. Lastly, we explore the use of book funnels as a tool for small business owners to acquire customers online and liquidate ad costs. Listen in for actionable insights on how to improve your Facebook advertising game.

Hernan Vazquez is a seasoned entrepreneur who has been running Facebook ads for the past seven to eight years. He discovered Facebook advertising while launching information products with his first digital company. Back then, generating traffic and eyeballs was challenging with other methods such as SEO and JV's. Google's CPC was too high, and they couldn't afford it. Hernan, together with his team, decided to use Facebook advertising to generate fast, relatively cheap, and high-quality leads. He believes that democratizing access to data and targeting has changed advertising for small business owners. He's a big fan of the platform and continues to excel in Facebook advertising.

Links mentioned:

scaledriven.com