The Hard Corps Marketing Show
Busting “Best Practices” - Brian Coles - Hard Corps Marketing Show - Episode #257

Busting “Best Practices” - Brian Coles - Hard Corps Marketing Show - Episode #257

October 14, 2021

Companies often use the term “best practice” to describe an industry standard that employees are expected to replicate. This week’s guest, Brian Coles, SMASHES this myth entirely! Industry leaders are the best at what they do because they are constantly trying new things. Testing, researching, and innovating new strategies allow you to grow past competitors who essentially follow the shadow of another. 

 

 

Takeaways:

  • Stop following other people’s “best practices”
  • Company executives can hide behind the term “best practice”. It does not apply to your own unique company just because it’s someone else’s favorite strategy.
  • When a “best practice” fails, companies don’t hold the employee or team accountable because they instead blame the originator of the “best practice”
  • It’s all about testing.Test the crap out of everything and make your own “best practice”!
  • Stories and experiences are the best form of guidance.
  • Keep an eye on competitors or similar companies in your industry for inspiration. Don’t copy their strategy, learn from it!
  • It's really not about the tool at all. It's about the people you've got around you that can make things happen. Surround yourself with the right people and communicate with those people effectively.
  • Stay true to your company’s messaging. Be consistent. Perform yearly audits of the messaging that is going out.
  • Email marketing is the best performing channel out there and has one of the lowest ROIs.
  • Marketing automation is a disruptive force.
  • Think about people in your life and what they mean to you. Remind them of how they have impacted your life and how you appreciate them.
  • Be careful what you tolerate.Your reactions, or lack thereof, teach people how to treat you.

 

 

Shout Outs:

 

 

Links

 

 

Ways to Tune In

The Consumer Behavior Crystal Ball - Shawn Schwegman - Hard Corps Marketing Show #256

The Consumer Behavior Crystal Ball - Shawn Schwegman - Hard Corps Marketing Show #256

October 7, 2021

A Data-Driven Marketing Leader, Entrepreneur, Top 10 Internet Retailer, Top 10 Mobile App, Top 40 US Website Property, Top 5 US Mobile Site, Co-Founder and Chief Strategy Officer, Shawn Schwegman, dives into the search engine optimization and how to align your content to consumer behavior.

 

Busted Myths:

  • It is not about word count; it’s about the right words. In order to rank on Google, it comes down to understanding the network of content in the buyer’s journey.
  • It does not take six months to rank for search engine optimization. It takes two and half weeks if you understand the science and the network behind SEO.

 

Takeaways:

  • “The secret sauce isn’t in the data. The secret sauce is in the math that you use to write and process the data. I need to know as a marketer how I should prioritize my content roadmap. What matters in the lens of the consumer?” ~Shawn
  • “The data outside your walls matters ten times more than the data that you have inside your walls when it comes to aligning to consumer behavior.” ~Shawn
  • Create contextual relevance and a complete network of interconnected content on your site pages to help you rank higher on Google searches.
  • If consumers care about a content topic or question, so should your team. This forms a relationship with the consumer and builds trust while creating a complete SEO network on your site.
  • Career Advice: Don’t be afraid to make a mistake, focus on the data that you don’t have, and learn to manage your work life balance.

 

Links:

  • LinkedIn: https://www.linkedin.com/in/shawnschwegman/
  • Twitter: https://twitter.com/sschwegman
  • DemandJump: https://www.demandjump.com

 

Ways to Tune In:

The General of Generalists - Joanie Wang - Hard Corps Marketing Show #255

The General of Generalists - Joanie Wang - Hard Corps Marketing Show #255

May 6, 2021

A Thought Leader, Collaborator, Conversationalist, Director of Marketing & Brand at Expensify, Joanie Wang, breaks the stigma behind becoming a generalist over a specialist.

 

Takeaways:

  • “My career has been cultivating different skills because of what I am interested in. Humans are very versatile. They aren’t interested in only one thing. There are so many different things that connect with each other.”
  • The more you understand how different sections of your business work the more likely you’re able to come up with interesting plans or ideas that knock out your current goal and help solve other problems others may be facing.
  • When in the process of creating an ad, look for inspiration everywhere and from everyone on your team. For example, an engineer or designer may also be a consumer and can help brainstorm ideas.
  • The key skill of the generalist is you can pick things up really quickly and deep dive into the topic whenever you need to.
  • While creating tv ads decide what content you want to put out, is video the right medium, and how you reach your audience. Meet your audience where they are.
  • “What do we want to do with this [content]? If we want people to care we have to think more deeply about what they care about and what they want to spend their time thinking about so we can figure out a way to be a part of that conversation.” ~Joanie
  • Career Advice: Do what you need to do to prepare so that you can spot opportunities of what you want to do for your career.

 

Links:

 

Shout Out:

  • 33:15 Alexis Emond

 

Busted Myths:

  • There is a misconception that being a generalist and being good at everything means you are good at nothing. A generalist specializes in something over and over again. They are able to connect the dots each step of the way.

 

Ways to Tune In:

Stewards of Brand - Jonathan Rowe - Hard Corps Marketing Show #254

Stewards of Brand - Jonathan Rowe - Hard Corps Marketing Show #254

April 29, 2021

A Marketing Thought Leader, Author, Former Professor, CMO at nCino, Jonathan Rowe, discusses best practices for building and defining your brand internally and externally.

 

Takeaways:

  • “Before and while doing marketing activities ask yourself the question: How am I going to measure the success, the value, and impact of this?” ~Jonathan
  • Once your brand and what you want to represent is defined, turn the mission and vision into your marketing activities. Reflect it throughout your company.
  • “Marketers need to be curious, ask questions, listen, and often be creative or thoughtful because there isn’t one ecret answer.” ~Jonathan
  • Career Advice: Don’t stress about what is next. Enjoy the moment.

 

Links:

 

Busted Myths:

  • Marketing is often the first funding that gets cut during a financial crisis. However, the purpose of marketing is to help and drive revenue.
  • Marketing is more than a “make things pretty” center. It is a strategic part of the organization in making decisions for all the internal and external stakeholders.
  • Marketing does not own the brand. It belongs to and is shaped by the company, employees, customers, and the community.  Marketing communicates the values of the brand.
  • Company culture branding is a tremendous opportunity in terms of defining it, sharing that authentic culture, and turning it into action.
  • Authenticity is key to keeping your audience’s trust.

 

Ways to Tune In:

The Power of Podcasts - Mark Colgan - Hard Corps Marketing Show #253

The Power of Podcasts - Mark Colgan - Hard Corps Marketing Show #253

April 22, 2021

Podcasting is one of the best ways to grow your audience, attract inbound leads, and share a message or thoughts with people around the world. Is your company creating podcasts? 

A Thought Leader, Mentor, Entrepreneur, Podcaster, Co-founder and CRO at Speak On Podcasts, Mark Colgan, chats about the world of podcasting and why businesses should be utilizing this type of content.

 

Takeaways:

  • One podcast interview can turn into evergreen content for all different platforms including your newsletter. It is all about the relevancy of the topic for your audience.
  • Podcasts are a great way to chat with other thought leaders and corner the market without leaving your home. In general, they are free and can be recorded virtually.
  • Podcasting is great for building a brand and serving a community, whereas, ads interrupt. When you have people listening to a podcast they are saying, “I am here to listen and I am here to learn.”
  • “My sales strategy is not to sell. It’s actually to build a relationship with somebody. Have a conversation with somebody that leaves them with two things: Mark knows his stuff and I would quite like to go for a beer with Mark if he was ever in my city or town.” ~Mark
  • Podcasts are one of the best ways to learn about what is happening right now. First learn the theory from books and then listen to podcasts for the tactics and what’s working right now. 
  • Career Advice: Create an ecosystem around you. Build that value network around yourself sooner.

 

Links:

 

Busted Myths:

  • There is a misconception about podcast audience size. Your ideal audience would be more niche and targeted rather than a broader audience. Think of relevancy rather than size.
  • Podcasting is a brand building activity. It is not necessarily a demand or lead generation strategy.

 

Ways to Tune In:

The Ten Commandments of Storytelling - Maury Rogow - Hard Corps Marketing Show #252

The Ten Commandments of Storytelling - Maury Rogow - Hard Corps Marketing Show #252

April 15, 2021

Marketers need to be great storytellers in order to produce great brand stories. But what makes a great storyteller? What are the essential pillars of storytelling?

A Thought Leader, Actor, Entrepreneur, Speaker, Feature Film and Commercial Producer, Author of Rise of the Entrepreneur, CMO at The Video Bot, CEO of RIP Media Group, Maury Rogow, shares his expert knowledge of storytelling and improving customer experience.

 

Takeaways:

  • “You got to pick your audience, the best product does not win - the best story wins, and you got to put a stake in the ground and say this is what I stand for.” ~Maury
  • “It’s not the passion in your product. It is the passion for solving the customer’s problem with your product. That’s a huge difference.” ~Maury
  • Introducing the CORE technique: Create Once Repurpose Everywhere. This technique helps take one video and turn it into 20+ different pieces of content while still portraying your company’s core story.
  • The Bonus Commandment of Storytelling: The Ticking Clock. You have to create a sense of urgency so people have to take action instead of waiting to purchase.
  • Career Advice: Do it your way. Don’t try to be someone else.

 

Links:

 

Busted Myths:

  • Everybody has competition. Everybody is competing and has a thousand competitors, whether they are small or large you just don’t know it. The best product does not win, the best story wins.

 

Ways to Tune In:

Unleash Your Primal Brain - Tim Ash - Hard Corps Marketing Show #251

Unleash Your Primal Brain - Tim Ash - Hard Corps Marketing Show #251

April 8, 2021

To understand marketing you first need to understand the essential core of human beings. It’s time to learn about the foundations of what makes a person tick to then recognize how to best influence them.

A Marketing Thought Leader, Visionary, Keynote Speaker, Forbes Top 10 Online Marketing Expert, Entrepreneur Magazine Top 15, Best Selling Author of Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversations and now Unleash Your Primal Brain: The Essential Field Guide For Modern Marketers, Chief Strategy Advisor at SiteTuners, Tim Ash, dives into the exciting new discipline of neuromarketing and unconscious persuasion.

 

Takeaways:

  • As a marketer, spend less time on the new technology and latest updates. Instead, focus on the evolutionary psychology basis of influencing people.
  • Elicit strong emotions to help your audience create memorable experiences about your brand. The brain is a big ignoring machine - influence those emotions!
  • Stories are fundamentally about the narrative of causality in the world. They are for us to get experience without going through the process. They are there to reinforce cultural beliefs and values.
  • Acknowledge people for who they are and make them feel seen with attention and intention. Ask questions, personalize, and unlock their passions to connect on a deeper level.
  • Career Advice: Understand who you are and look for the environments that you will thrive in.

 

Links:

 

Busted Myths:

  • The lie of rationality - there’s this notion that if we only made rational decisions, the world would be a better place. No decision can be made without emotions.

 

Ways to Tune In:

In-house Versus Vendors - Andy Rosenbloom - Hard Corps Marketing Show #250

In-house Versus Vendors - Andy Rosenbloom - Hard Corps Marketing Show #250

April 1, 2021

Sometimes there is an aversion to using vendors. But why is that? Could utilizing a vendor’s expertise make more sense for your team or is an organic in-house method more fitting?

A Marketing Leader, Speaker, Motivator, Strategist, VP of Marketing at Buyers Edge Platform, Andy Rosenbloom, dives into the pros and cons behind in-house and vendor services.

 

Takeaways:

  • Vendors provide an outside perspective and expertise in the service that they provide. This cultivates a learning experience within the partnership of your team and  the vendor.
  • Most of the friction that we encounter in relationships from managerial, vendors, friendships, and more can be reduced via a clear setting of expectations.
  • As a leader, there needs to be trust between employer and employee, as well as, employee in themselves. This enables independence and support to grow in their career.
  • Tweak the internal technical process of how your lead information gets routed through the CRM and marketing automation tool to better align the sales and marketing processes.
  • “Not putting as much emphasis on scaling the headcount of the marketing team and figuring out effective partners to outsource some of the work to is worth considering.”~Andy

 

Links:

 

Busted Myths:

  • Everything does not need to be completed  in-house. Using paid search, content writers, asset creators, etc. will give your company the opportunity to grow exponentially.

 

Ways to Tune In:

Remarkable Marketing - Ian Faison - Hard Corps Marketing Show #249

Remarkable Marketing - Ian Faison - Hard Corps Marketing Show #249

March 25, 2021

Sometimes marketers get so lost in the planning process of the content calendar that they miss the target of why they are putting out that content. What’s the message or purpose? How can we become more memorable?

Creator, Executive Producer and Host of award-winning podcasts The Story and Mission Daily; Advisor at Qualified, Co-Founder of Mission.org, Co-Founder of VETCON, CEO & Founder of Caspian Studios, Ian Faison, dives into the deliberate and storytelling aspects of your marketing content.

 

Takeaways:

  • Editors are crucial for creating marketing content. Focus on communicating quality content on your channels rather than the content calendar itself.
  • “There’s no such thing as writer's block; it’s reader’s block. It means you haven’t consumed enough information to be intelligent about the subject that you are writing.” ~Ian
  • Create an asset that people want to subscribe to by tapping into something that people love. Taking storytelling cues from the media and Hollywood assists in developing memorable content.
  • Remarkable content is all about the preparation. Take the time to do the research on why you are creating this content and who you are creating it for to be purposeful and deliberate.
  • Give yourself permission to be creative - marketers often forget about the differentiation aspect of their content. Make it clear to your audience why your content is unique.
  • Career Advice - You don’t know how to connect the dots until you’ve made the dots.

 

Links:

 

Busted Myths:

  • Marketing is all about great content. Step away from the “Race to the Bottom” and go the extra mile to construct remarkable marketing content. 

 

Shout Outs:

  • 4:54 Seth Godin
  • 17:39 Harry Dry
  • 18:30 Ed Nevraumont
  • 19:45 The Oracle
  • 19:47 Nate Skinner

 

Ways to Tune In:

Challenging The “Hope” Strategy - Andy Carlson - Hard Corps Marketing Show #248

Challenging The “Hope” Strategy - Andy Carlson - Hard Corps Marketing Show #248

March 17, 2021

In today’s technology savvy world, it is really easy to press the “send all” button and hope for the best. But is that enough? How can marketers be authentic and intentional with their content?

A Marketing Thought Leader, Salesforce Certified, Consultant, CMO at NuAge Experts, Andy Carlson, discusses how we can do better at creating a more personalized approach through email marketing.

 

Takeaways:

  • “Marketers are under pressure to always be communicating. But if we are not targeting, personalizing or making it relevant to the recipient then we will be ignored.” ~Andy Carlson
  • Database size does not matter if the contacts within it are not responsive or not receiving your content. Database cleansing can identify your valid contacts.
  • Breaking your content up and focusing on personas provides a thoughtful approach to email marketing. Identify your audiences and be more specific with who receives which content.
  • Personalizing the buyer’s journey, such as through bots that can chat to buyers after hours, enables us to focus less on the day to day mechanics of pushing out content.
  • Career Advice - Life’s a long race; take the time and enjoy the experience.

 

Links:

 

Busted Myths:

  • The modern marketing tools today are helpful for automation, but they also allow us to be okay with pushing the “easy button.” 

 

Ways to Tune In:

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