January 28, 2021
With the growing tech world and large community outreach online it is hard to avoid the attraction of having a company social media presence. But how is the social being used? Is it just a strategy or does it represent a bigger position or purpose?
A Digital Strategy Media Leader; Global Chief Marketing Officer; Former VP of Advertising, Media, Digital, and Social Media at The Wendy’s Company; Former the Global CMO of Papa John’s International; Former Global CMO of Potbelly Sandwich Works; Brandon Rhoten, shares his wisdom on how to build a brand and stay true to its main objective.
- Spend your time, money, and resources on platforms that cultivate a larger brand goal. A social media brand without a goal is like performing tactics without objectives.
- “Brands that are magic understand who they are in the world. They are comfortable in their own skin.” ~Brandon Rhoten
- Understand the emotional and functional needs that your brand fulfills for people. Use them as a baseline for communicating how you meet those needs in a compelling way.
- Be true to the brand, not the tactic. Tactics, for example a spokesperson, should bring forward a larger position or objective rather than becoming the main focus.
- “If you can take the logo and put it on a totally different category of product and you understand what that product would feel like you have a great brand. A great brand carries something bigger than featured benefit or product.” ~Brandon Rhoten
- Career Advice: Save some money so you can take risks in your career.
- Not every brand needs to be on social media. Social media is a strategy that can be used to further a larger goal that is bigger than the platform. However, it is not a requirement to create a great brand.
Ways to Tune In:
January 25, 2021
When deciding to continue a lead’s customer journey to sales, it is important to look at what makes sense for them. Are they ready to move forward at this moment?
An actual Rockstar, Marketing Thought Leader, Entrepreneur, Formally CMO and now CXO of BoardOnTrack, Rachel Jordan, redefines sales readiness.
- “Sales readiness means you are ready to build a relationship, not that you are ready to be a customer tomorrow.” ~Rachel Jordan
- Do what makes sense for your customer’s timeline. Understand what is important to them right now in the moment.
- Focus on responding to your potential clients as quickly as possible rather than the quantity of engaging content. This moves them up the chain when it makes sense and closes them in on the window of opportunity.
- “It is not about quantity. It is about the right timing with the right people.” ~Rachel Jordan
- Marketing does not live in a box anymore. It touches every stage of the customer lifecycle. It needs to feel like it is presented with the same voice.
- Career Advice: Encourage yourself to pivot in your career. Trust yourself!
- Customers are not exclusively sales ready only when they are prepared to give you their money. Deciding where marketing ends and sales begins for leads needs to be defined and agreed upon between both departments.
Ways to Tune In:
January 15, 2021
How do we define customer success? Is it through the experiences our clients have or by the outcomes they receive?
Host of the 5x award winning podcast The Electronic Propaganda Society, Director of Market Strategy at Salesforce, Mathew Sweezey, alongside, Customer Experience Thought Leader, Host of The Revenue Revolutionaries podcast, Co-Founder & Chief Community Officer at MetaCX, Dave Duke negate the mindset of customer experience as the quintessential element for customer success.
- At the end of the day our customers are evaluating if they achieved value in this relationship. It’s time to shift our thinking towards our customer’s goals and their overall success.
- If outcomes are implemented into business reviews then we will be able to understand what milestones need to be hit in order for us to help clients achieve their goals.
- An outcome is not created by a single team. Move your organization out of silos and into concentric circles around key moments of the customer journey.
- It is important to have a conversation with your team and clients how we are presenting our products and services in the context of the outcomes the customer needs to achieve. Features are not a one size fits all.
- We have redone our math on customer success. An experience that does not lead to the outcome can always be surpassed by an outcome with a poor experience. But an outcome with a poor experience can always be surpassed by an outcome with a positive experience.
- Career Advice: Read more and get as many work experiences as you can!
- Personal Website:
- Experiences are not the end all be all! The customer’s experience is not the customer’s goal. It is merely the method we use to accomplish their goal.
Ways to Tune In:
December 18, 2020
The Best of 2020 - Christina Anderson - Hard Corps Marketing Show #234
It’s a holiday special! And a special guest - Christina Anderson, Marketing Coordinator at Cheshire Impact!
2020, as crazy as it’s been- what a wonderful thing to have had these amazing conversations directly with friends and guests from across the country and abroad! It brought us together in this spaced apart time.
**Disclaimer- this was HARD! All of our guests are noteworthy! Check out all of our episodes at our website Hard Corps Marketing Show **
Episode Shout Outs!
- Fanocracy Marketing - David Meerman Scott - Hard Corps Marketing Show # 115
- The SEO Puzzle Master - Stoney deGeyter - Hard Corps Marketing Show #120
- No Nonsense Marketing Fundamentals - Laura Luckman Kelber - Hard Corps Marketing Show #121
- Marketing Automation - Casey Cheshire - Hard Corps Marketing Show #129
- What it Really Takes to Align Sales & Marketing - Logan Childs - Hard Corps Marketing Show #137
- The Best of ABM - Christina Anderson - Hard Corps Marketing Show #164
- The Power of Influencer Marketing - Neal Schaffer - Hard Corps Marketing Show #167
- The GDPR & CCPA Marketing Experience - Jodi Daniels - Hard Corps Marketing Show #154
- Quantifying Marketing for Megadeals- Christopher Engman - Hard Corps Marketing Show #157
- Distributing Content as Breaking News - Chris Walker - Hard Corps Marketing Show #163
- Start Ugly - Chris Krimitsos -Hard Corps Marketing Show #180
- The Content Miner - Kristen Sweeney - Hard Corps Marketing Show #183
- The Marketing Metrics that Matter - Alon Wacks - Hard Corps Marketing Show #184
- Outcome Obsessed Marketing - Holly Tsourides - #192
- The Economic Fortune Teller - Steph Smith - Hard Corps Marketing Show #185
- 5 Minute Selling - Alex Goldfayn - Hard Corps Marketing Show #194
- Decrypting Marketing Data - Yogesh Mehra - Hard Corps Marketing Show #196
- The Agile Marketing Transformation - Femi Olajiga - Hard Corps Marketing Show #199
- Personalization Beyond the 9-5 - Greg Segall - Hard Corps Marketing Show #212
- The SLA that Aligns Sales & Marketing - Darryl Praill - Hard Corps Marketing #215
- Marketing Operations Master - Crissy Vetere Sanders - Hard Corps Marketing Show #223
- How to Fit a Giraffe In the Refrigerator - Tammy Begley - Hard Corps Marketing Show #227
- The Secrets of SEO - Geoff Atkinson - Hard Corps Marketing Show #228
- The Beyonce of Marketing - Junae Brown - Hard Corps Marketing Show #232
- Building an Authority Marketing Colosseum - Adam Witty - Hard Corps Marketing Show #130
- Curiosity that Sparks Innovative Marketing - Diane Hamilton - Hard Corps Marketing Show #123
- If you’re sitting close to your camera, it’s almost as if you’re sitting across the table from that person at a coffee shop
- We have a common vocabulary with sales! No fancy sales words, or marketing words
Ways to Tune In:
December 10, 2020
A Thought Leader, Content and Social Marketing Expert, Forbes 30 Under 30, Speaker, Author of The Manifesto on Content Marketing Teams, Evangelist, Podcast Host of The People In Marketing, Co-Founder and CEO of Planable, Xenia Muntean, shares her knowledge of best practices for social and content marketing.
- There are no specific metrics that every business needs to follow. Each business is unique, as well as, their goals. Pay attention to the metrics that best suit your goals.
- Building great content is not enough. You should spend just as much time, if not more, on promoting, repurposing and SEO to get your content in front of your target audience.
- In the growing technological world, more and more content is being produced each day. It is important to focus on how you can produce content in a scalable matter with little resources.
- Sometimes we need to move slower in order to move forward and evolve. Work on having a strong foundation and process for your social media before advancing.
- Career Advice: You can do more than you think you can!
- There is no best posting time on social media. It really depends on the type of audience and business you have. Instead, focus on algorithms, engaging content, and reactions.
Ways to Tune In:
December 3, 2020
Marketing is not just about sales or the product. It is about the people and the community you cultivate. This is why creating an experience with your marketing is key.
A Strategic Marketing Leader, former marketer at Sony Music, Founder and CEO of Browned 2 Perfection Agency, Junae Brown, shares her extensive knowledge of building marketing experiences and being intentional on social media.
- In the sea of marketing, you have to find a way to stand out! We have all this access to resources and our consumers at our fingertips. Find an impactful way to tap into your audience that is half the cost but is twice as much.
- Everybody wants to be the brand that is talked about. Create moments on social media consistently and be intentional about what you are putting out there.
- Think of strategies like a carnival. There needs to be something for everyone because consumers are very nuanced. Even though a group might have the same intention, the way they think could be completely different.
- “Good marketing is about tact not just tactics. It’s all about the people. If there were no people there would be no customers, audience, or need for the brand.” ~Junae Brown
- Every person is not going to fit into your target audience or be your customer. Instead provide everyone a positive experience and your community will grow.
- Career Advice: Trust yourself! Just because everyone can’t see your vision yet, does not mean it shouldn’t exist.
- We should make our marketing a fully immersive experience for our user. Promote longevity by keeping it interesting and being a part of the conversation.
Ways to Tune In:
November 25, 2020
A Business Leader, Entrepreneur, Writer, Founder and President at SalesRoads, David Kreiger, delves into building sales and marketing alignment and buyer communication.
- Having a point person that sales and marketing reports to bridges that gap of communication between the departments, as well as, creates a coherent strategy.
- It is important for sales and marketing to collaborate together to customize their marketing tools. Step away from the templated email blasts!
- Buyers have become busier and require quicker communication from sales people. Inside sales have been thriving because they are better equipped for that level of communication with easy access to technology such as Zoom.
- Focus on your Ideal Customer Profile when marketing and selling to clients. Try to target clients that you know you would service well and have deep conversations with them.
- Invest in coaching your sales representatives. Putting a coaching infrastructure in place for your team is key to creating unified messaging across the board.
- Career advice: Start early and learn as much as you can.
- Most people think of a salesperson as someone who is gregarious and always has an interesting story. However, the best salespeople are those who enjoy listening and are passionate about solving their clients problems.
Ways to Tune In:
November 19, 2020
Data driven approaches are great for creating logical predictions for how customers will interact with content. However, people are not cut and paste. It’s time to take a more personal approach and think like the customer.
A Marketing Leader, Strategist, Artist, Writer, Speaker, Fractional CMO, Founder of The ABM Journal, Founder and Chief Marketing Strategist at MESH Interactive Agency, Bill Schick, shares his knowledge of customer viewpoint.
- Following a very rational data approach to marketing runs the risk of going down the same path as competitors. There is no one forum to marketing success.
- Try adding a humanistic approach to marketing. People want to know who is on the company’s team and why you created what you have created.
- Present data or a view that those who have financial jurisdiction respect above their own. This will promote alignment and overcome any preconceived views the individual may have about something.
- Don’t be afraid to be experimental when it comes to account based marketing. Try creating a strategy that has an unexpected angle that relates to the conversation and their work reality.
- Create experiences that teach or that have interactive components. This allows sales representatives to have a more personal connection early on to start the conversation with customers.
- Career advice: Don’t feed into the fear of risk. Make the jump!
- Not everybody can be in marketing. It takes a special kind of person to do the digging and be creative!
Ways to Tune In:
November 12, 2020
LinkedIn has been used to network and promote professional work. However, you can still add your personal touch and authenticity within your LinkedIn posts.
A Social Media Leader, Digital Content Creator, LinkedIn Master, Director of Content & Digital Media at Enterprise Community Partners, Mandy McIntyre,
- Don’t be afraid to let your personality shine through on LinkedIn. Share the development and emotions behind a project you are working on.
- There is power in sharing insight or happenings behind the scenes. If you want engagement with others then try giving them your thoughts on the subject or ask questions.
- Telling an experience or stories about yourself on LinkedIn. This helps promote your authentic self rather than simply giving tips on how to overcome or master the topic.
- Be more open to others opinions and comments on your content. They could have a point of view you haven’t thought of or this could be an opportunity to challenge their thought process.
- Career advice: Start thinking about and exploring the things you are passionate about early.
- You do not need to be perfectly polished and buttoned up if you are a leader on social media. Show that you are an actual person.
Ways to Tune In:
November 5, 2020
SEO is often seen as this puzzling creature that is difficult to navigate. Is SEO really as mysterious as we assume it to be? Or is the secret for a great SEO just a few clicks away?
A Technology Driven Marketing Thought Leader, Entrepreneur, Speaker, Former SVP of Marketing at OverStock.com, Founder and CEO of Huckabuy.com, Geoff Atkinson, debunks the misconceptions behind SEO and gives tips on how to better your website rank.
- Top tips for ranking high on Google:
- Backlinks matter!
- Have regularly updated content on your site
- Do not put 90% of your focus on paid channels such as page search, social, display, or media. Things like email, CRM, and SEO are much easier to adjust and are less technical.
- Page speed is a huge problem across the internet! If you are looking for something to work on next in SEO, then read up on the new updates for page speed coming in 2021.
- Career advice: Set yourself up so that you are comfortable and enjoy work rather than having it be your entire life. Don’t put yourself and your wellbeing in the backseat.
- SEO is way more transparent than people give them credit for. They are quite honest about what they want out of websites and you are able to reverse engineer it.
- SEO agencies and consultants are not always the solution. Many make their business model off of the idea that SEO is a black box controlled by Google and only they can crack the code.
- Content is not king. It is very important, though there are other fundamental things that you have to do in order to achieve great search rankings.
Ways to Tune In: