Understanding how campaign optimization pays off in an ever-expanding media landscape Nielsen6/23/2022 Research and news about streaming’s impact on TV watching habits are plentiful. Most recently, U.S. streaming usage hit a new high in April, capturing more than 30% of audiences’ total TV time. This time of fragmentation in viewership has significant implications for advertisers. However, many marketers have continued to focus on traditional TV and increased their advertising spend steadily since the COVID-driven pullbacks at the beginning of 2020. The upsides of traditional television are still very strong, despite the streaming boom. An actual fact is that viewers still spend more time watching TV live than viewing content via the internet. From that perspective, TV remains a key channel for brand awareness, marketers’ top objective for the year ahead. This goal is reflected in TV advertising spending, with nearly half of all ad dollars going to television stations across the U.S. There’s no discounting the importance of reaching the largest audience possible, but doing so requires more planning and strategy than it did when our media choices were far more finite. SME Scarborough data shows 47% of U.S. adults watch either little or no TV (weekly cable, broadcast) while traditional TV is still the media staple. The light viewers also spend less time watching TV than traditional TV, spending less then two hours every day. This fragmentation of audience time can present challenges, but when advertisers have a clear understanding of channel usage, they’re better positioned to balance their spending for optimal returns. People who see more television are more likely to be exposed to ads than people who don’t watch as much. However, as only under 30% Americans are able to watch TV for less than two hours each day, reaching and frequency strategies that heavily rely on TV can be costly and challenging. A typical three-month national TV campaign will not resonate well with viewers who watch very few advertisements. In a recent campaign, SME Media Impact found that light viewers didn’t even see two ads. Heavy TV viewers, on the other hand, were exposed to as many as 25 advertisements. It can also be hard to control the amount of ads viewers see when a campaign relies too heavily on one media. It’s possible that a brand could achieve its reach and targeting goals with a narrow media mix. However, as audiences stream more and media behaviours change, it is becoming increasingly important to have a diverse media mix. And many marketers are actively pivoting to engage audiences where they’re spending more time, paying increasing attention to emerging digital channels like social media and connected TV. SME 2022 Annual Marketing Report found that North America marketers have spent over half of their 2021 advertising budgets in digital channels. They plan to continue increasing digital spending in the future. North America’s marketers were planning to boost their spending on social media by 61%. This is despite the fact that they consider it more effective than radio and TV (57% extremely/very efficient vs. 49%, 41% and respectively) As with any strategy and decision, data needs to be a marketer’s best guide. However, perceptions may not always be accurate. To better understand the ways in which different channels perform, we recently used SME Media Impact to gauge the effectiveness of a single, one-month $5 million auto campaign simply by adjusting a typical media plan to include traditional radio—without adjusting the budget. SME Ad Intel found that automotive manufacturers spend 67% and 27% respectively on TV and digital media. Because 19 million people were more likely to be exposed, the optimised campaign increased the reach of the auto brand by 26%. Marketers who want to maximize media plan optimization have always found it important in order to make sure that they spend efficiently across all channels. It becomes more crucial as media devices and channels fragment. It will be the responsibility of marketers to deliver tangible returns on investment. That’s the nature of marketing. But as consumers’ time spreads across new platforms and devices, effective marketing plans will consider them through the lens of target audience, time spent and messaging frequency. The post Understanding how campaign optimization pays off in an ever-expanding media landscape – Nielsen appeared first on Social Media Explorer. Original source: https://socialmediaexplorer.com/social-media-research-2/understanding-how-campaign-optimization-pays-off-in-an-ever-expanding-media-landscape-nielsen/ The post Understanding how campaign optimization pays off in an ever-expanding media landscape – Nielsen appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/understanding-how-campaign-optimization-pays-off-in-an-ever-expanding-media-landscape-nielsen/
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Ways Businesses Can Use To Increase Brand Awareness In order to get ahead in the competitive world of business today, a business must have a strong brand identity. Branding is the way businesses are able to communicate to their potential customers. A company’s name, logo and messaging are all elements that can help make it stand out from the crowd. According to Jonathan Osler San Francisco, a successful branding strategy does more than just create a logo. It impacts all aspects of how a potential customer sees and interacts with a company. The following are 5 strategies that businesses can employ to increase and attract more buyers. 1. Through A PodcastThere are countless podcasts out there that cover everything from art, to entertainment and of course, business. The beauty of podcasts is that they are a very low-cost way to reach thousands of listeners or viewers. A business can use this platform to find a niche podcast audience that is interested in its business or products. It becomes possible to tell a story while getting a message across in an entertaining way. A business is more likely to be successful when it finds a way to engage with its audience, rather than just selling information. 2. By Hosting An EventFor a small business, hosting an event is often the best way to expand its brand. It gives the business some exposure without requiring too much investment. Hosting an event is not only a good way to gain exposure, but it is also a great marketing tool. A business can put together a great event by offering something of real value to its target audience. For example, if the business deals with the selling of health and beauty products, it can offer a workshop where the attendees get to learn tips on how to make skincare products at home using household ingredients. 3. Through Social Media InfluencersSocial media has become one of the most effective ways for businesses to build their brands. The power of social media includes relevant hashtags, says, and a unique voice that is easily recognizable. It’s important to be authentic when using social media. However, when a business chooses to use social media to gain brand awareness, it should make sure that it leverages the power of influencers. These influential people usually have a huge following, and their followers are more than likely to buy products from a business when they recommend them. 4. By Staying Active In The Local MediaThe media is a great way for businesses to get their message out. It’s not simply about using the TV or radio, but it is also important for a business to participate in newspapers, magazines and online networks. As educator Jonathan Osler San Francisco suggests, for a business to stay ahead of the curve, it needs to find a way to diversify its brand and attract a new client base. This is done by putting together marketing campaigns that include local media. 5. Using InfographicsInfographics are exploding in popularity these days. They are a great way to present data in a fun, easy-to-understand format. If a business is in need of help with branding and advertising its products, it can use an infographic maker to make and post online. Infographics act as a visual that can be shared everywhere – on social networks and through email marketing campaigns. A business can easily create an infographic that represents its brand message, or it can use existing infographics to promote its products. The post Brand Awareness appeared first on Social Media Explorer. Original source: https://socialmediaexplorer.com/business-innovation-2/brand-awareness/ The post Brand Awareness appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/brand-awareness/ Why Strategy Before Tactics Is So Important written by Sara Nay read more at Duct Tape Marketing About the show:The Agency Spark Podcast, hosted by Sara Nay, is a collection of short-form interviews from thought leaders in the marketing consultancy and agency space. Each episode focuses on a single topic with actionable insights you can apply today. Check out the new Spark Lab Consulting website here! About this episode:In this episode of the Agency Spark Podcast, Sara talks with Alison Ver Halen on why strategy before tactics is so important. Alison Ver Halen is a content marketer and SEO strategist who loves telling your story and coming up with a strategy to get it in front of your ideal clients so you can make magic together. Alison is the president of AV Writing Services. AV specializes in helping their clients improve their brand authority and online visibility using a combination of engaging content and tried-and-true SEO techniques. More from Alison Ver Halen:
This episode of the Agency Spark Podcast is brought to you by Monday.com, a powerful project management platform. Monday.com helps teams easily build, run, and scale their dream workflows on one platform. I personally am a user and big fan of Monday.com – I start my workday pulling up the platform and spend my day working within it for everything from task management to running client engagements. Learn more about Monday.com at ducttape.me/monday. Original source: https://ducttapemarketing.com/why-strategy-before-tactics/ The post Why Strategy Before Tactics Is So Important appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/why-strategy-before-tactics-is-so-important/ This is what you should do when you are subject to criticism via social media: There’s a real person in there somewhere. Even the most vile trolls, those who pounce on you all day and seem to hold a grudge against the society, still have souls and can be redeemed. We can be honest with one another and admit that life is hard. It is not easy for everyone to accept that. Curiously, social media is a place that—as in the real world, and in our real relationships—being authentic can help you find and connect with like-minded individuals. It actually “works” as a way to make connections. I noticed this recently when I “spilled the beans” about how hard it is to write a book. My entire strategy was changed, not only in my email newsletter, but also on LinkedIn, Instagram and Instagram. I explained how the intensive research process affected my approach. It was hard to stay in isolation for weeks at a stretch, far from my friends, and still be able to read a few chapters. Surprised and relieved, I heard from Elena Cardone (author, speaker, businessman) that she had a similar perspective. True authenticity is a winning strategy. After watching a couple of her keynote messages, I was intrigued by her view and reading her LinkedIn posts on the realities of motherhood, business ownership, and keeping busy, I got a feeling about it. “Honesty is one of the most powerful ways to connect with others both online and offline,” she told me recently. “In the context of social media, I have learned that people resonate and identify with me when I show my authentic self.” Cardone stated that authenticity is what people crave. It’s what all of us crave, because we also want to be real with each other. And being honest and authentic is an effective way to give empathy to others. Cardone believes authenticity is the key to empowering others and allowing them to be authentic. This allows them to become more confident and openly share their talents with an audience most people don’t always find supportive or welcoming. The most startling revelation, though, is that our own authenticity is what helps us reach a wider audience, because we’re not hiding behind a veneer. You can think of it like this: It makes complete sense to show who you are if you truly want to build relationships with people who will buy your book, support your cause or listen on your podcast. Fake people attract others who will never stay. “You can’t fit into everyone’s mold,” says Cardone. “So, stop trying. Be you and let it roll.” Each person can only take so much. Cardone recommended that you avoid gossip and share your dirty laundry to prevent falling prey to critics. “Handle your affairs behind the scenes,” she says. “You can be authentic when you tell people how you handled situations. These bad experiences can be used to teach in a very positive, real manner. But, you don’t need to witness a train wreck. That is not inspiring.” An authentic life is not necessarily the same as sharing every single detail of yours. My book is an example of this. I realized that I didn’t want to make it appear easy or without bumps. Since my book is about productivity, I stopped trying to convince people that it was all smooth sailing and I’m perfectly productive at all times. When I made that switch, and stopped trying to impress people with what proved to be the hardest project I’ve ever done, I started seeing more comments on posts…from people who could relate to my journey of imperfection. To me authenticity means being genuine. When criticism arrives, I can still rely upon those who know my history and view my points of view. It is up to me to decide who can provide feedback. “People’s words don’t define you,” added Cardone. “Oftentimes, they are saying more about themselves than they are about you. Keep putting out content, and let that influence who it might. Don’t stop at the first sign of criticism.” When we meet like-minded people, who share a common interest in real-life topics and situations, we are able to enjoy the wisdom of others, rather than the finger-pointing of trolls. The post Author And Speaker Elena Cardone Says Honesty Always Wins On Social Media appeared first on Social Media Explorer. Original source: https://socialmediaexplorer.com/content-sections/news-and-noise/author-and-speaker-elena-cardone-says-honesty-always-wins-on-social-media/ The post Author And Speaker Elena Cardone Says Honesty Always Wins On Social Media appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/author-and-speaker-elena-cardone-says-honesty-always-wins-on-social-media/ Google has been the king of web analytics since early in its creation. Following their acquisition of Urchin, a top web analytics provider, in 2005, Google created Google Analytics and never bothered to look back. History of Google AnalyticsSince 2012, Google has used a system called Universal Analytics or UA. This has been the backbone behind Google Analytics and offers a slew of benefits. UA lets site owners track specific users across multiple platforms and even devices by assigning them user IDs. This creates really rich customer data, allows offline behavior monitoring, and in 2016, through the use of AI, even lets the real time monitoring of users. Although these are great benefits for site users, there are a lot of worries around the privacy of site users. Google has always prided itself as being a socially conscious group and here they seem to falter. Luckily, in 2020, Google Analytics 4 (GA4)was introduced. This is a new backbone for Google Analytics and changes a few key things about how Google does web analytics. Including most notably for Google’s social image, in the privacy department. G4A does in fact track more, and more detailed and dense data, although it makes it a lot harder for sites to give users information out to anyone who wants it. Google now even offers a consent mode that will further reduce the types of data that GA4 can track. G4A is fully compliant with EU General Data Protection Regulation (GDPR), the standard behind web analytic privacy that UA failed to meet, something that has served as a major concern over the past few years. In ConclusionThis all represents a positive shift in how Google operated web analytics. By July 1st, 2023, UA will be completely phased out and replaced by GA4. This means that all current site owners need to make the transition in that time, something that takes some preparation and time. Still, regardless of the inconvenience to users, GA4 is the technological and social future of web analytics. The post The Future of Google Analytics appeared first on Social Media Explorer. Original source: https://socialmediaexplorer.com/infographic/the-future-of-google-analytics/ The post The Future of Google Analytics appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/the-future-of-google-analytics/ According to new data from a recent survey conducted by the United Way of the National Capital Area, more than half of all Americans – 57% – said that misinformation on social media has influenced their empathy levels. A further 27% added that they changed the source of their news due to empathy burning out. Respondents from all generations agreed that Facebook was the most important social media platform contributing to empathy burnout, except for Gen Z. According to the researchers, empathy burnout takes shape when “a person is regularly expending much of their energy – emotional, physical, mental – to care for others to the point that they themselves feel exhausted.” These feelings are common among many people. Nedelka Philips, Senior Vice President for Marketing and Fundraising at United Way NCA, explained that she asked the participants questions regarding their feelings about recent news stories, compassion fatigue symptoms, and what coping methods they use to get relief. “Over 50% of Americans feel that misinformation from social media has affected their empathy.” The fact that so many people now rely on social media as a news source is certainly adding to the problem – in part because it is filled with so much misinformation and even disinformation. Rob Enderle from the Enderle Group suggested that Qanon is a way to create an army of individuals who deeply believe lies and will fight for their belief. Enderle warned that this is creating conflict because of the weak foundation beneath these falsehoods. This insecurity creates an insecurity with the ones who propose them. Enderle also cautioned that the insecurity leads to increased anger and escalated violence when the beliefs are challenged. Social media platforms have become cesspools for misbehaviors and abuse. Enderle warned that Facebook and Social Media’s over-focus on revenue has created a dangerous world. This is contrary to the natural tendency for humanity to be more open and cooperative over time. Perhaps today, thanks to social media, you can also fool a lot of people a lot of the time – and the platforms are profiting from it. Enderle said that “In essence, social media helps to weaponize gullible persons, not to achieve any type of broad objective but to maximize revenue with a cost of creating far more hostile or unsafe world.” Enderle stated that Facebook and the other social media services which allow such behavior to increase short-term revenues and profits, are posing a serious threat to humanity. This will be a disaster for our species and companies like Facebook. What Has Happened to Social? The social element is becoming an ever more important part of “social media”. Instead, platforms are becoming echo chambers for opinion. Unintended consequences are a constant part of the technology evolution. Interestingly, for a medium that started out as a force for being more social – it now often seems like it’s tilting towards the ‘dark-side,’ and being a platform for being anti-social.” Susan Schreiner, C4 Trends. C4 Trends’ Susan Schreiner said, “It has become a hotbed of hate and fear-mongering. The way that people interact in real life is becoming more crude through social media. As if the dark side of people is hiding behind social media. While political intransigence and lack of collegiality, the pandemic, and the fear of uncertainty are contributing factors – social media makes it easy to attack someone or to act as a bully, without responsibility or consequence, warned Schreiner. “There’s a rebellion against respect – and the attitude of ‘I can disagree, but do it politely,’” In most social media networks, politeness is sadly lacking. Schreiner stated that social media allows for people to narcissism, their worst traits and personality types to just “hang out” without caring about others. “Social media gives permission for’me’ or ‘I” to have precedence over others and not considering or respecting their feelings or opinions.” Despite all the negativity on social media, there is still hope. But it takes effort. “It is no longer sufficient to simply click on Facebook or Twitter, and then blindly take whatever it says at face value. Schreiner said that it’s different from the days of broadcast, where one could trust on channels three and experts like Walter Cronkite.” It comes down to personal interactions versus the mob on some levels. It’s similar to tabloid headlines. The New York TimesOder The Washington PostShe warned. “While we saw lots of fear-mongering during the pandemic, we also saw on social media the kindness among strangers – with members in neighborhood groups helping each other or members in certain types of Facebook groups offering emotional support to those alone.” The post Social Media Misinformation Is Making Americans Less Empathic appeared first on Social Media Explorer. Original source: https://socialmediaexplorer.com/content-sections/news-and-noise/social-media-misinformation-is-making-americans-less-empathic/ The post Social Media Misinformation Is Making Americans Less Empathic appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/social-media-misinformation-is-making-americans-less-empathic/ Weekend Favs June 18 written by John Jantsch read more at Duct Tape Marketing My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week. I don’t go into depth about the finds, but I encourage you to check them out if they sound interesting. The photo in the post is a favorite for the week from an online source or one that I took out there on the road.
These are my weekend favs; I would love to hear about some of yours – Tweet me @ducttape If you want to check out more Weekend Favs you can find them here. Original source: https://ducttapemarketing.com/weekend-favs-june-18/ The post Weekend Favs June 18 appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/weekend-favs-june-18/ The Evolution Of The Podcast written by John Jantsch read more at Duct Tape Marketing Marketing Podcast with Todd Cochrane In this episode of the Duct Tape Marketing Podcast, I interview Todd Cochrane. Todd is the CEO of Blubrry Podcasting – a podcast media company that represents 105,000 Audio and Video podcasters in which his company provides advertising opportunities, media distribution/hosting, podcast media statistics, and other services. He is a podcast advertising specialist, and he founded the Tech Podcast Network in 2004. Key Takeaway:Podcasting and the podcast industry have changed over the years in many ways like the way podcasts are produced, how more easily accessible it is to start your own, and how the monetization of podcasts works today are just a few examples. In this episode, I talk with Todd Cochrane, the CEO of Blubrry a podcast media company, about how the podcast and audio content has changed over the years and where it stands today. Questions I ask Todd Cochrane:
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Like this show? Click on over and give us a review on iTunes, please! John Jantsch (00:00): This episode of the duct tape marketing podcast is brought to you by the MarTech podcast, hosted by Ben Shapiro and brought to you by the HubSpot podcast network with episodes you can listen to in under 30 minutes, the MarTech podcast shares stories from world class marketers who use tech technology to generate growth and achieve business and career success all on your lunch break. And if you dig around, you might just find a show by yours. Truly. Ben’s a great host. Actually, I would tell you, check out a recent show on blending humans, AI, and automation. Download the MarTech podcast wherever you get your podcast. John Jantsch (00:50): Hello, and welcome to another episode of the duct tape marketing podcast. This is John Jantsch. My guest today is Todd Cochrane. He is the CEO of Blubrry podcasting, a podcast media company that represents 105,000 audio and video podcasters in which his company provides advertising opportunities, media distribution, hosting, pod, media stats, and other services. He’s a podcast advertising specialist and also founded the tech podcast network way back in the dinosaur days of podcasting 2004. So Todd, welcome to the show. Todd Cochrane (01:28): Hey, thanks for having me. And I think as we talk just a little bit, as we got started, you started in 2005. So you’re right there with me. John Jantsch (01:35): I did, I did indeed. And those were the good old days cuz you know what, so I always, I can go down a rabbit hole really fast on this, but you know what a lot of people don’t realize is not only was it hard to produce shows, it was hard to listen to them or to get somebody to listen to ’em right. They had to actually have their own technology. So I’m certainly glad that we are where we are today. Todd Cochrane (01:57): I am too. And it’s, you know, no longer having to connect a device to a computer just to get the sync. Right? Yeah. It’s nice to have it automatically happen. John Jantsch (02:07): So tell me about what shows you’re producing or not producing, but shows you are hosting today. Todd Cochrane (02:14): Well, personally I still have my personal show geek, new central. That was the one they started in 2004. It just hit over 1600 episodes. Then I do a, co-host a show with matter of fact, Rob Greenley from Lipson competitor, it’s called the new media show. I say, we can get a PhD in podcasting by listen to that show matter fact, we just finished recording of that about 30 minutes ago. And then we do an internal team podcast called podcast insider. But yeah, so a lot of, you know, still doing a lot of active shows, but it’s really the day to day grunge of, you know, running a company and building, you know, building a business and keeping podcasters snapping. John Jantsch (02:51): So I gave a little insight into the, what the podcast media company looks like today. What was the idea for starting it? And what was your initial vision? Todd Cochrane (03:02): You know, it’s, it was one of those things where, when I started my podcast, my wife had given me an ultimatum to make money in the first two years. She didn’t say to want another boat anchor. And I solved that in June of oh five by securing GoDaddy, as a sponsor of the show. And the first round, I really didn’t know what to charge and that kind of worked itself out. But in the second call where they’re getting ready to sign a contract for a year, the gal asked me, Chris Redinger said to me from Godad. She said, do you know how the podcasts would like to advertise GoDaddy? And I said, yeah, I’ve got some tech shows that might be interested. And that really kind of set the Genesis point of the idea of raw voice, which is the parent company of Blubrry podcasting. And remarkably. I went on my podcast the next episode. So I’m looking for a lawyer looking for MBA programmer and a graphics developer. I’ve got a business idea and we’re gonna have a call and free conference call do com in 10 days to be there. If that’s you. And on that call, it was a lawyer, an MBA and a graphics developer and the graphics developer, new programmer got him on the phone. We formed the company over the phone, just absolutely insane how that company started. We didn’t meet each other for the first six months. John Jantsch (04:20): well, as I recall, I, and you and I were talking about it. I was probably a fairly early on user, as I recall it, it was primarily a WordPress plugin and then hosting came later and obviously advertising network came later. Is that, was that the initial vision was to just make it easier to get those shows syndicated. Todd Cochrane (04:39): Yeah, the first, really the sequence was we had the advertising piece in place. We started ramping up real quick with shows with advertising. We built the stats platform so we could measure this stuff. So we weren’t overbilling the vendors. The plugin happened because another plugin started that we were using was being abandoned. The person that was updating it wasn’t being paid update anymore. So we developed our own plugin and that kind of really led the Genesis of everything else. And the plugin really kind of been like that candy at the end of the, you know, when you’re in checkout, you know, that piece that you would grab and it really led to everything else that Blubrry does today. John Jantsch (05:18): Yeah. Yeah. So people are probably already tired of hearing old folks reminisce about the old days. So , let’s talk about how that’s evolved now. Not just Blubrry, but just, you know, podcasting in general. Yeah. I always tell people they’re, you know, the really early days people got into it, but then social media came along and that was shinier and it seemed like podcast kind of went in the background and then a or apple decided to put the app on the iPhone as a native. And all of a sudden, everybody was like, what are these podcast things again, to the point now where, you know, it’s probably the hottest advertising, medium going, isn’t Todd Cochrane (05:53): It. Right. You know, and there was this definitely a series of inflection points, you know, it was, you know, the inclusion of iTunes, it was the iPhone, it was the inclusion of the app delivered with a phone. And then obviously listeners got more interest in podcasting when serial came around and had this, we had this huge inflection, true crime shows. So really I think, you know, it’s been this long steady climb and now the space is just, you know, it’s, uh, the indie podcasters, some of ’em are kind of concerned, but you know, with all this commercial investment that’s happened. Yeah. I think that all ships rise together. So I think that there’s plenty of room for anyone that wants to create content out there or use it as a business funnel or whatever their goal may be. John Jantsch (06:36): Yeah. I, you know, I was gonna ask about that, how you think, like, where are we now, you know, in, in the word podcast, right. When blogs first started, they were really almost typically an individual’s journal almost. And people interacted with them and there, you know, comments were a big part of them and you know, they’ve really changed now. Even the blogging software is really referred to as just content management, mm-hmm software systems. I mean, podcasts in some ways started around that individual host of the show. Would you say that we are almost at a point where, you know, we need to redefine what a podcast is? Todd Cochrane (07:12): You know, there’s been a lot of talk about it, you know, if in the pure sense, so, you know, it still requires an RSSV deliver a show to these syndication points, but the average listener doesn’t care. They don’t care if they listen on Spotify or watch on YouTube or consume, they, it really podcasts are consume and anywhere I’ve had this saying for a long time, they say, I don’t care where they listen, as long as they listen. Yeah. But I want to be every place that they are. So I think in that instant, you know, podcasts are many things to many people, but you know, I’m kind of old school. So I still believe in the, you know, you still need to have an RSS feed to deliver the show, which causes most people’s eyes, still the glaze over. But it really is that mechanism that keeps the space open and from being locked down and gatekeepers coming into place and making rules, it’s still an open ecosystem. So I think from that aspect, even with the commercial investment of the podcasting space is a medium is very secure and will continue to grow. John Jantsch (08:09): Yeah. Let’s talk audio versus video. Is that a distinction? I seemed like video V cast. I think they, people were calling them at one point, kinda had a point where they were popular. Now it seems like everybody’s doing some audio, some video. Of course the technology has helped that, but the portability of audio, I think is still what makes it so attractive to me. Todd Cochrane (08:32): Yeah. I think still people have more time to listen than they do to watch. I know that I do. Yeah. But at the same point, I think the video piece of it is more of a, well, I started doing video 10 years ago doing live video for my shows. And I did it purely out of selfishness because I do a solo show. So I was, I was doing it eight o’clock in the evening in Hawaii and you know, it was kind of boring. So I was using it as a way to get a little interactivity from the audience when I was doing the show and it kind of just turned into this thing, but that’s really most my main reason. And I think that’s way a lot of podcasters think about it now too, is some people like to watch some people like to listen, but I still, my show still 70, 30, 70% listen, 30% watch why they watch me. I still don’t understand. But it’s, it’s kind of the way it is. John Jantsch (09:24): Yeah. I, I do. I mean, I think it’s like, it’s like when my books would come out, you know, there would be some part of the audience who’s like, I’m gonna get it when the audiobook comes out. I was like, well just go buy it now. But there’re just some people that, that’s what they’d rather do. And there’s no question that, you know, enough people have seen you on video now that you could probably go to a conference and people go, oh, I’ve seen that person. And so it certainly the medium, I think, itself has different uses and you’re gonna, people are gonna consume different ways, Todd Cochrane (09:57): You know? But in all honesty, I’ve had more surprise interactions from people hearing my voice. So it’s like walking in O’Hare a couple weeks ago, someone heard my voice and they turned and they said, oh, you’re are you Todd? And I’m like, yeah. Which show do you listen to? You know? So it’s, so I think when, and also the audio piece is more intimate. We’re truly, we’re truly in there, you know, those that are listening right now, we’re we’re in your head. yeah. You know, we’re I call it the earballs we’re right in their ears. Yeah. So it’s, I think it’s a different experience when we watch YouTube, which most of us do, you know, we can be distracted. And I think in podcasting we’re able to hold audience’s attention span a lot longer. So I think that’s why the medium has been for better word. So intimate. John Jantsch (10:44): Hey, eCommerce brands, did you know, there’s an automated marketing platform. That’s 100% designed for your online business. It’s called drip and it’s got all the data insights, segmentation, savvy, and email and SMS marketing tools. You need to connect with customers on a human level, make boatloads of sales and grow with Gusto. Try drip for 14 days, no credit card required and start turning emails into earnings and SMS sends into Chuck CHS, try drip free for 14 days. Just go to go.drip.com/ducttapemarketingpod. That’s go.drip.com/ducttapemarketingpod. John Jantsch (11:28): Yeah. I can’t tell you how many times I’ve had a YouTube video opened in another tab and all I’m doing is listening to it. right. Cause I’m multitasking. Yeah. Mm-hmm no question. What are some of the most exciting things in how the technology is involved? Evolved? As far as youre concerned, we were, again, we were laughing, you know, before we got started here about the early days of recording on, you know, handheld devices and phones that we’d plug into and you know, you and I were recording this on a platform that that’s actually just web based. And you know, once we’re done recording, it’ll upload the two recording, you know, separated tracks. I mean, there’s just some really great advancements. What are, what’s your current feeling about the technology that you’re using? Todd Cochrane (12:06): Well, I think you hit the nail on the head. It’s riversides wild. Some of these platforms that allow us, we don’t have to have this big tech setup. I, you know, I’ve got literally $30,000 worth of gear in this room that I don’t need anymore. Yeah. Because of the way the space has changed and the technology being able to see who you’re interviewing or being interviewed and have that interaction is a huge difference. In the early days, all we really kind of had to really listen for those visual cues and we often would step on each other just because there wasn’t that visual component. So I think that’s a big change. Obviously. They’ve got lots of great software out there now for editing. Uh, I’ve always been an Adobe edition type of guy. And matter of fact, I don’t edit. So I’m one of the few that actually don’t, but it’s, but I wouldn’t be a podcaster if I all these years, if I would’ve had to have edited because it just takes too much time. But yeah. That’s why they’ve got people out there doing those types of services now. But that’s another thing too, is there’s a service for everything, right? There’s BAS there’s people that do transcripts there’s people that will do your editing, posting the whole nine yards. It’s gonna, you’re gonna have to write a check, but you can use your time wisely. John Jantsch (13:19): I’m I saw, I got a pitch from an, an AI service that was promoting themselves as you, all you did was put in the guest or something about the guest and they would create a list of questions for the guests. Interesting. You know, based on just go out there and just like find, you know, your footprint and go, here’s what the, here’s what you ought ask this guest. And I was like, wow, , you know, we’re, I wonder we’re gonna even do the interviews at some point. , you know? Todd Cochrane (13:43): Yeah. Pretty crazy. And you know, and I think too, the thing that’s about podcasting that like this interview, you had a little background on me already, so you didn’t have to do too much research, but I think there’s a lot of folks that spend a lot of time researching their guests. And some of those best interviews are, is when a Podcaster’s able to dig out that nugget, you know? Right. They get deep in a conversation that may not have happened. Otherwise, John Jantsch (14:11): Can I get up on a soapbox and complain about something? And I’m sure you get this too, but nothing drives me crazy faster than when somebody asks me to be on their show. And I agree. And then they send me to a six page form to basically write the interview for them. I just like, you know, it, this is, I guess I grew up, you know, in a PR background mm-hmm and this feels like journalism to me. Right. And somebody else writing the article, I’ll let you riff on that if you want to. Todd Cochrane (14:37): You know, and it’s even funny because I hired a service to help me get more interviews. And they asked me to write the top six questions. I’d like to be asked. I’m like, I don’t even wanna do that because , every interview is gonna be wash RINs repeat because some guests are host are lazy and I’ve been lucky. People have only pulled from that a couple of times. But yeah, when I do guest interviews, I don’t want any prep. I want the conversation to happen free flow. I think that’s when you really get into the good stuff. Now you have to do your homework a little bit to kind of figure out what you’re gonna talk about. But I, I think that John Jantsch (15:13): That’s the job. Todd Cochrane (15:14): Yeah. John Jantsch (15:14): absolutely. Let’s talk about advertising and podcasts. My first advertiser was at and T I just kind of dropped out of the sky and it was a really big deal for me at the time. Sure. And you know, fortunately I’m currently sponsored as a member of the HubSpot network. So, you know, the money is definitely out there. And I know a lot of small four or 500, you know, a month download folks are now finding, you know, opportunities to get, you know, advertisers for shows like that. So maybe talk a little bit about cuz I know obviously you play in that world substantially with Blubrry. So talk maybe a little bit about the opportunities you think are out there and maybe just the state of, you know, this form of advertising. Todd Cochrane (15:55): Sure. In the space today, 50% of podcasters are using podcasts for non monetization reasons they’re using for funnel business, building authority, building, they have a different goal, but the other 50% are looking and hoping to monetize. Currently today only three to 4% of podcasts are actually fully monetized. So it leads a whole bunch of people on the sidelines. So five years ago, I would say that programmatic advertising probably would not have been effective because there just wasn’t enough movement in the space and enough trust. But now programmatic has got to the point where even the smallest shows can get some advertising and it may not be, it may take their spouse or partner to dinner money. Some people will make car payment money. Some people will make house payment money, but there is gonna be an opportunity here in the very new future for all shows to be able to monetize at one level. Todd Cochrane (16:46): Now, obviously the host read endorsement stuff, which is the core of the space continues to rule and pays the highest C cam rates. Matter of fact, my sponsor GoDaddy, which I’ve had since 2005, it’s remarkable. They’ve been with me this entire time. Those are completely host, endorsed episodes baked in forever. But then again, my show gets, my tech show is 96 hours. It’s achieved nearly 90% of its lifetime download. So it doesn’t have a long tail. So it doesn’t matter. But I think that from an advertising perspective, you know, niche, real niche content is and high Val niche, high value content can drive a lot of dollars, but if you’re not super niche, then you need to big build big and the bigger the audience, the more potential for revenue. I think there’s lots of ways to skin a cat. Now there’s Patreon. You can, or just a simple PayPal link, which I’ve used for years to raise money for a show and get support. I think though a lot of podcasters get really wrapped around the ax. So early on about trying to make money too. Yeah. And but I think when a show gets the substantial size and stability and consistency, I think there’s lots of opportunities to make money. Yeah. Across a variety of fronts. John Jantsch (18:00): Yeah. I always, I, I, you know, I guess because it was so much work in the early days, you know, I always told people, I, you know, I’d do it if I had one listener and no, nobody because of the people I got to talk to that yeah. That was really, to me, the reason for doing it. Yeah. And you know, the, everything else sort of turned into a happy accident of consistency, I guess. Yeah. But, but that I that’s, you know, I would do it again for that very reason. Todd Cochrane (18:22): Yeah. I think for me too, is authority was one of the first things I was trying to build authority. And then second was my wife forced the monetization piece on me. She wanted me to get monetized and, and really, it was fun. You know, I had a lot of fun doing the show and the action with the audience. So I have always told my audience when it quits being fun. I’m done, but it’s so far, it’s still fun. I guess that’s a rhyme. But John Jantsch (18:47): So let me ask you what you think about, you know, some other mediums, you know, of advertising has really waned because people have other ways to, you know, to get around it. I mean, to not, you know, all the, all out of the streaming shows and things, now people are paying for that subscription. So do you think podcasting is gonna go that way? The paid model where I pay to subscribe? So I don’t, or maybe one of the benefits is so I don’t have to listen to ads is that I know there are people out there doing it, but is that, do you see that being the substantial way that people monetize? Todd Cochrane (19:16): I think it’s a key of scale there. I think you have to be big enough to do that because only a small, you know, it’s just like clicking on banners, only a percentage. You’re gonna click on a banner. So I, you know, if you can get 10% of your audience to convert, to paid and build an audience that could be significant ongoing revenue every month. Yeah. But I think, again, it’s a economy of scale. You have to build an audience to be big enough to be able to, I think it’s a combination of both is good, you know, and I have played with that model before and for my show, it didn’t work. So I have a purely a, you know, an ad driven plus if you feel like it throw me a, you know, throw me a cup of coffee type of thing within the show, but it’s a, I think it’s really up to the podcaster, what they wanna try. Todd Cochrane (20:04): But again, I think for the premium to pay a premium with no ads, I think there’s several models that would probably work better. Number one, if you’re part of a network yeah. And the network does it, and you get a share of that revenue from the network based upon your volume, that could be a potential or number two, again, you decide it’s worth your time to put that out. That separate show. Cuz it’s what you gotta do. Also if you’re on PayPal or not PayPal, if you’re on Patreon and you put it on some type of reward, that’s maybe an extra episode for a contribution every month, what happens if only five people contribute, then you’re locked in to doing work. Yeah. Yeah. So I think it’s a lot easier to produce a second show without an ad, but then again, you may have to pay for a service, the managing of it to have people be able access that. So I, it’s a way of time and money I think. John Jantsch (20:54): Yeah. So anything coming for Blubrry that, that you wanna talk about that, that people may not know about yet? Todd Cochrane (21:01): Well, you know, we just spent two years completely rebuilding the platform. Yeah. And it was getting along in the tooth. So we spent the time during COVID and uh, to really put spit and Polish on it and knock the walls down. And we’ve added some stuff to our stats that are really knocking peoples socks off and one’s called a retention graph or giving them information about when people are dropping out, when they’re actively listening to the show. It’s been huge so far. Yeah. That to the bigger pieces, what we’re really focused on is helping shows grow. It’s the thing I keep hearing day in and day out from podcasters is how do I grow? How do I grow? So my team is focused on providing data and analysis stuff that they can look at at a glance that says, okay, here’s where I’m slipping or here’s where I’m doing well. Todd Cochrane (21:43): Or this episode did good and why, or this episode had a drop off and you know what happened there. So we’re trying to get folks info that they can easily look at without having to be a PhD and data analytics to figure out what’s going on. So that’s kind of our goal is to help podcasters grow, cuz be honest with you, that’s the end game, you know, as well as I do a growing an audience can be a challenge. And it’s oftentimes the grind of doing it for a long time. That’s right. People are not that patient anymore, you know, and they want quick results, but it’s still, you have to, you know, sit in front of the mic and do show after show on a regular basis to really build that big audience. If you’re an Oprah, you know, you come with an audience, but if you’re, you know, you may be authority in your town or your city, but maybe you’re not in the next state. So it’s one of those things where you just have to build. John Jantsch (22:35): So I’m gonna give you the opportunity to once again, spell Blubrry cuz I bet you’ve done it 6 billion times with that little, with that little quirk. Todd Cochrane (22:47): Yeah. It’s easy. It’s Blubrry without the E’s cuz we couldn’t afford the E’s so if you wanna spell blueberry the way you normally would spell a blueberry, you just drop the E’s @ blubrry.com. John Jantsch (23:00): Awesome. Well Todd, it was great having you stop by the, uh, the duct tape marketing podcast in terms of podcasts. You’re certainly the podcasting industry. You’re a legend in the industry. So it was really great getting to spend some time with you and have you drop by the show and hopefully we’ll run into each other one of these days out there on the road. Todd Cochrane (23:17): Absolutely appreciate it. And congratulations for your 17 years. That’s an accomplishment in itself as well. John Jantsch (23:23): Well, thanks so much. Todd Cochrane (23:25): Thank you, sir. John Jantsch (23:25): Hey, and one final thing before you go, you know how I talk about marketing strategy strategy before tactics? Well, sometimes it can be hard to understand where you stand in that what needs to be done with regard to creating a marketing strategy. So we created a free tool for you. It’s called the marketing strategy assessment. You can find it @ marketingassessment.co not.com.co check out our free marketing assessment and learn where you are with your strategy today. That’s just marketing ssessment.co I’d love to chat with you about the results that you get. Scroll back to top Sign up to receive email updates
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Did you know there’s an automated marketing platform that’s 100% designed for your online business? It’s called Drip, and it’s got all the data insights, segmentation savvy, and email and SMS marketing tools you need to connect with customers on a human level, make boatloads of sales, and grow with gusto. Try Drip free for 14 days (no credit card required), and start turning emails into earnings and SMS sends into cha-chings. Original source: https://ducttapemarketing.com/the-evolution-of-the-podcast/ The post The Evolution Of The Podcast appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/the-evolution-of-the-podcast/ Benefits of Online Advertising Online advertising has grown exponentially in recent years; it creates a direct and immediate connection between companies who want to sell their products and services and people who might be interested in said products. It is, therefore, natural for online marketing to have revolutionized the way we advertise almost everything. Advertising on social media networks such as Facebook allows one to connect with millions of people at once without spending more on advertising costs than is necessary. Most of the time, online advertising is the second-most cost-effective form of advertising. Benefits of Online Advertising 1. Exposure The average person spends about 2 hours each day on the internet. The top six most popular websites: Facebook, YouTube, Google, Amazon, Yahoo, and eBay, all have over a billion monthly visits. If you advertise on any of these sites and target your marketing toward people who spend time on these sites, you can get access to a large audience. 2. Costs Depending on the type of advertisement that you are selling, the costs can vary greatly. The average cost per thousand (CPM) for advertising on Google Adwords is $0.30, which rises to $1.20 for a Google Display Network ad. Still, as these run through many different websites, they are not as efficient a way of advertising as other methods such as Facebook or Twitter ads which can sell for around $0.10 per click. 3. Personalization The best way to make one’s ads relevant to their audience is by using the information these social media sites have on their users. It can be age, gender, likes, and dislikes, but also what interests the people looking at these ads have, which can be gathered from the browsing history of the people who visited your page. The more relevant the ad is to a person’s interests and background, the more likely he will engage with it. 4. Targeting If a person is on Facebook, he’s very likely to be interested in the product or service you have to sell, which is where targeting comes into play. 4. Retargeting One can track what a person is searching for, and if he leaves the site without making a purchase, there is a good chance that. Jordan Sudberg will show interest in the service or product you are trying to sell. One only needs information for this type of advertising is his email address. Many companies offer various retargeting options on Facebook, which will alert you when someone has scrolled past your ad, and this way, you can keep advertising to them until they have purchased something from you. 5. Co-creation Online advertising is a very interactive platform; on one side, the vendor is trying to sell his product, and on the other, customers are looking to buy products or services. It allows both parts of this equation to be at the same level and interact freely, which increases engagement drastically. Jordan Sudberg suggests that online advertising is one of the best, most cost-effective ways to advertise one’s products and services. Social media websites such as Facebook allow for a much higher level of interaction between vendor and customer than an advertisement on television or radio. People can express their opinions about products and services, ask questions or share their experiences, thus creating a more incredible feeling of trust. The cost of advertising on Facebook is much lower than on television or radio, making it an excellent way to advertise one’s products. One can advertise very effectively by using the various targeting options that Facebook offers in co-creation with retargeting while keeping costs low. It is the best possible way to advertise online. The post Benefits of Online Advertising appeared first on Social Media Explorer. Original source: https://socialmediaexplorer.com/advertising/benefits-of-online-advertising/ The post Benefits of Online Advertising appeared first on connect social networks. via Connect Social Networks http://connectsocialnetworks.com/benefits-of-online-advertising/ How To Grow Your Business Like A Weed written by John Jantsch read more at Duct Tape Marketing Marketing Podcast with Stu Heinecke In this episode of the Duct Tape Marketing Podcast, I interview Stu Heinecke. Stu is a bestselling business author, marketer, and Wall Street Journal cartoonist. His first book, How to Get a Meeting with Anyone, introduced the concept of Contact Marketing and was named one of the top 64 sales books of all time. His latest release, How to Grow Your Business Like a Weed, lays out a complete model for explosive business growth, based on the strategies, attributes, and tools weeds use to grow, expand, dominate and defend their turf. He is a twice-nominated hall of fame marketer, Nasdaq Entrepreneurial Center author-in-residence, and was named the “Father of Contact Marketing” by the American Marketing Association. He lives on a beautiful island in Puget Sound, Washington. Key Takeaway:Anyone can grow their business into something resilient and unstoppable — just like weeds do. In this episode, best-selling author, Stu Heinecke, shares his model for business growth by using the successful strategies that ordinary weeds use to spread and prosper in almost any situation. We dive into the weed-based attributes you can use to get the job done quickly and effectively and increase your market share, prominence, and customer base. Questions I ask Stu Heinecke:
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Like this show? Click on over and give us a review on iTunes, please! John Jantsch (00:01): This episode of the duct tape marketing podcast is brought to you by the MarTech podcast, hosted by Ben Shapiro and brought to you by the HubSpot podcast network with episodes you can listen to in under 30 minutes, the MarTech podcast shares stories from world class marketers who use technology to generate growth and achieve business and career success all on your lunch break. And if you dig around, you might just find a show by yours. Truly. Ben’s a great host. Actually, I would tell you, check out a recent show on blending humans, AI, and automation. Download the MarTech podcast wherever you get your podcast. John Jantsch (00:52): Hello, and welcome to another episode of the duct tape marketing podcast. This is John Jantsch and my guest today is Stu Heineke. He’s the best selling business author marketer and wall street journal cartoonist his first book, how to get a meeting with anyone, introduce concept of contact marketing was named one of the top 64 sales books of all time. We’re gonna talk about his latest book, how to grow your business like OED, which lays out a model for explosive business growth, based on the strategies, attributes, and tools weeds used to grow and expand, dominate, and defend their turfs. So Stu, welcome to the show. Stu Heinecke (01:35): Thank you so much. What a, what a pleasure. And as I’m listening to it, I’m thinking, what the hell is he talking? Right? what must this guy be talking about? John Jantsch (01:46): Well, I’m certain that the first question that many people have given our sort of negative view, typically negative view of weeds is like, wait a minute. You know, that’s like how to smell like a skunk, isn’t it? I mean, why, you know, why do I wanna used the analogy of weed? So help helps first go there. Stu Heinecke (02:05): Sure. Well, you know, by the way I think the first thing they think of is you mean this kind of weed, the kind of weed you smoke? Nope. It’s not that good. That’s not what we’re talking about, but yeah. I mean, well, we all know what it means to grow like a weed. So the fact is that all of this whole logic is already built into our experience. We know what it looks like. We know what it means to grow like a weed. We also know what it looks like because we see it every spring and actually not just through, through the spring, but you see what they do all the way through the summer. And you see that they, you know, while blood of the plants have maybe a single season of growth dandelions, for example, just keep doing it. They keep running that process over and over again. So they, they are always running these unfair advantages, which is kind of a big part of the whole strategy of weed strategy. John Jantsch (02:50): You know, it’s funny. I, I really I’m. I love all plants. I love all animals. I love trees so, you know, a lot of times I kinda laugh and say, weeds are just flowers with bad PR firms. I mean, it’s like what? I know why we call some things weeds, but their nature of taking over. And for whatever reason, they don’t look like what we want our yard to look like or something, but you know, who gets to call something a weed? I mean, why is a weed different than a prize winning flower? Stu Heinecke (03:19): Well, you know, I guess the fact is that, well, if you look at let’s, it’s full of contradictions because if you look at, let’s say the state flower of California, it is a weed, you know, it’s the California poppy. So there are beautiful. I don’t think it’s really necessarily a function of beauty, but just are they, are they doing things that we don’t want them to do? Are they showing up or they’re not invited? And so dandelions are probably the great ex example. Everyone experiences them. And you, if you have lawns, you see them show up in your lawn. And by the way, if you see one, then you see you look up and you see hundreds of them. So they’re really, they’re tough to deal with they’re formidable. And so I guess wheat is probably just, I don’t know, just a, a nasty name for a plant. It’s a plant that some gardeners say is just a plant outta place, but that’s true only to a certain point because there are some weeds that seem like they’ve come from another planet. They’re just incredibly aggressive and noxious and we don’t really want them around. John Jantsch (04:19): Yeah. And they’ll take out native species and things like that, that, you know, because of their ability to grow and spread talk a little bit, of course, the, you know, the big premise of the book or a big premise of using the weed metaphor is really to tap into what you’re calling the weed mindset. So maybe unpack that idea for us. Stu Heinecke (04:38): Sure. Well, you know, you would, if you think about weed having a mindset, but first of all, to have a mindset, I guess you probably should have a brain and weeds don’t have brains. So how could that even be possible? But if you watch weeds at all, if you see what they do, if you see how they operate, then you can certainly, you can certainly see that there is some presence there that looks like a mindset because they’re aggressive and resilient and adaptive. And when you, when they’re owed down, they go right back to work building right back up again, they don’t stop. And, and so they have really admirable qualities that I guess in our experience are expressed as mindset. So that’s where the mindset, the weed mindset comes from. John Jantsch (05:19): So one of the things I’ve talked about a long time is that having a real point of differentiation, one that matters to the client can be a way to almost make your make competition irrelevant. You call it an unfair advantage. So, you know, what are the unfair advantages that, that you think this MI weed mindset or adopting this weed mindset gives a business? Stu Heinecke (05:40): Well, I would say that for if we’re well, so really the weeds model goes beyond just mindset, but it’s leveraging a fierce mindset and unfair advantages against collective scale and running it against a process. But I would say really, if you’re using any element of wheat strategy, you’re already creating unfair advantages for yourself. And when we’re looking at, let’s say the, let’s say the situation of many small businesses, the ones that have no unfair advantages are not gonna survive. So you have to have right. And I guess we could call them a lot of other things though. Certainly one is a differentiator. So, and one of the wall street journal cartoonists that helps me. When my cartoons show up in the journal, they reach an audience of a little over 2 million readers. That’s really, you know, no one’s, how is anyone gonna compete with that as a way to cause people to become aware of you and maybe, you know, say, well, you know what I know about Stew’s use of weeds, cuz I use weeds to help sales teams break through. Stu Heinecke (06:34): It’s sort of like my day job. So when I get to have my, my, my, you know, my, my cartoon show up like that, then it’s just an advantage that is really tough to, to me. But an advantage could be a location. It could be, it could be a partner that you have. We’re gonna start up a, a new, a new award based on the book called the total wheat award. And my new partner in this is the NASDAQ entrepreneurial center. That’s an unfair advantage. So it’s all sorts of all manners of, of unfair advantages from ways to get a lot more, a lot more ER, to help with getting exposure, kind of like this is a seed pod strategy that we’re executing right here, but you’re my seed pod, essentially. I’m reaching your audience and you’re multiplying the, the reach of my seeds of these impressions that I get to create from the book and from interviews and talking about the book. And it goes all the way down through, through thorn strategy and segmentation strategy and Roset and vying and soil and root strategies. All of these are levels of strategies that help us gain unfair advantages. John Jantsch (07:40): So I think you kind of were just doing it there, but I’m gonna ask you to kind of back up and say, and hopefully you can do justice in a couple minutes, you know, the weed model itself. I think you were ticking off elements of it there, but maybe kind of put it together for us. Stu Heinecke (07:55): Yeah, well, so there are eight levels of strategy in that weed split in the weeds model, which is an acronym for weed inspired enterprise expansion and domination strategies. So that’s, that’s what it is. It’s an acronym, but what it really is standing for are eight levels of strategy. So the, and it really corresponds with the pieces of the, or elements of the weed plants themselves. So there’s seed strategy, which is analogous to anything that causes people to become aware of you and, and form the intent to transact with you. Hearing me on your podcast might hap that might cause people to say, I want to go buy the book or maybe I don’t, what else? I dunno, I’d like to have stew consult with me or something else. I don’t know, but, and seed pod strategy, seed pods. We see those. And for example, dandy lines, those geo geodesic domes of seeds are held up in the air and those seeds are so magnificently mobile. I mean, they just, they fly all over the place. They probe every possible opportunity to take roots. So holding them up in the air like that actually gives them a greater chance to travel and spread. So, and then, John Jantsch (08:56): And get a couple, like get a couple five year olds and pull a few of those out and blow ’em too. That really makes a big Stu Heinecke (09:02): Blow that’s true. They love, they look their kind of seat buds with stove, but then thorn strategy is interesting because that’s using all legal protections, for example, to protect your IP and really you’re turf, you’re really protecting your turf and the weeds do that. And we certainly need to do that in business as well, but not all of us do that or are oriented in that way. And then there’s segmentation strategy, which might, we could probably talk the rest of the, our time together on segmentation strategy because that’s, that is the, when you go out and you find a weed in your yard, you might have found some of these that you’ll pull on it. And all you get is you get a handful of stuff, but you didn’t get the plant. You certainly didn’t pull it up by the roots. And so that’s actually a defensive strategy it’s there to prevent, or let’s say mitigate loss. Stu Heinecke (09:46): Well in business, we have the same things happening. We have disruptions that occur all the time. One of those that that occurs, every was just a regular cycle of years is recessions. And a lot of us are still caught UN unguarded for recessions. We just sort of dread when they show up and we don’t really have much of a much of a much of a strategy for dealing it. But what if you’re dealing with those things, there are ways to mitigate them. And that’s, we’re gonna be doing that probably soon if the press is correct, because they’re sort of beating the drum about recession again. And anyway, there are strategies to deal with that. And then roses strategies. Really. I put that into the model because I wanted Rose’s are those that well, in the example of dandelions, that radial fan of leaves that spreads out across the lawn, if you come over it with a, it seems like they evolved just to duck the mowers. Stu Heinecke (10:38): It’s not really where it came from, but what they’re really doing is they’re covering the ground and they are denying the critical resources that plants around them need of the grass around them, needs to grow and really just to live so sunlight and water. And so how can we create those kinds of, it’s really about cultivating unfair advantages, looking for those and finding new ones that we can add. A lot of times we can add those by the partnerships and associations that we create and let’s mine strategies. So borrowing the infrastructure of others to, to gain dominant access to the sort of warm sunshine of sales and, and all the things that we’re looking for, just sales and exposure and so forth. And then finally, there’s root strategy in the plant. It’s the seed of all life force, but in business, it’s all of the, it’s where all of the value of the business is sort of stored and curated and maximized. Stu Heinecke (11:28): So there are strategies for doing that. And then finally soil strategy. So seeds are rather, yeah, well at the weeds, they don’t get to, they don’t get to change the soil quality that they’re in. They just sort of, they just, wherever they land, they make a go of it. But we have the ability to change the substrate in which we grow our businesses. So the cultures within our businesses and with outside of our businesses, our communities and movements are really interesting. If we can grab hold of or start movements, those are amazing things to help change the sort of soil strategy or the conditions for us to grow in. So that’s the model of that’s the weeds model for creating unfair advantages. John Jantsch (12:07): And now a word from our sponsor technology is awesome. Isn’t it? I mean, I talk about all kinds of technology on this show all the time. Did you ever wish there was a way to get some of the technology, some of the apps that you work with every day to talk to each other? There’s just that one little thing you wanted to do well for over 10 years, I’ve been using a tool called Zapier. In fact, longtime listeners might remember the founder, Wade, uh, foster on this show doing an episode when they were just getting started. Now they’ve blown up and it is an amazing tool. We use it to get our spreadsheets, to talk to other spreadsheets, our forms, to talk to spreadsheets, our forms, to talk to other forms, all kinds of magic. When it comes to our CRM tool, it’s really easy to get started. John Jantsch (12:54): I mean, there’s no coding. I mean, there’s 4,000, I think apps that, that they now support and that can, you can get to talk to each other, look, see for yourself, why teams at air table Dropbox, HubSpot, Zen desks, thousands of other companies use Zapier every day to automate their business. And you can try it for free today. It’s at zapier.com/dtm that’s Zapier, which is Z a P I E r.com/dtm. Check it out. John Jantsch (13:24): Yeah, it’s funny. You’ll be driving down the road and there’ll be, you know, a, a weed growing up, you know, between cracks and in pavement and, and things like that. I think it really kind of points to the tenacious nature of ’em. But when I hear you talk about the soil, I’m think I’m thinking very much in terms of like creating community and creating value for clients that they want to go out and, and refer you as the idea of soil, isn’t it? Stu Heinecke (13:47): Yeah, absolutely. Yes. It’s all those cuz all of those create conditions that are much more favorable for our growth. John Jantsch (13:56): So how then do we take that model? And if somebody goes through their business today and says, oh, I’m, you know, I can add this or I could add this or I could be better at this one. And so we get maybe our weed strategy put together, you know, what’s whatever, what many people wanna do then is really scale, grow that business beyond them or grow that business certainly from beyond where it is to today. So how do you apply this then to, to taking that next step, going to the next level with the business? Stu Heinecke (14:22): Well, I think in fact, one of the first things that we can do to grow our businesses, I, we gotta be looking at them and making sure they’re VI, if there’s something that’s not viable about it, fix it, but assuming everything is viable and you’ve got a great concept. Then one of the first things we can do to grow our business is to root out one to one leverage and then jump to either multichannel or collective scale. That’s for the ultimate is collective scale. I should explain what that is though. Yeah. We’re sure. From just from early childhood, we’re all taught to become self-reliant and sort of self-sufficient I guess that sort of happens when we, I, the first time we played musical chairs and you got left without a chair, you say, well, wait a minute, where’s my chair. You know, I’m not gonna let that happen again. Stu Heinecke (15:03): And I think that maybe it’s maybe that’s the first time we get, it’s get it instilled in our heads that we’re in a competitive world and you need to be proactive and you need to get things done. You need to be able to rely on yourself to get things done. So that continues when we’re told then to go to school and get good grades, study hard, then you’ll get into a great college. And from there, you’ll get a great job, maybe a really well paying job, but here’s the problem. The, all of that is wonderful. We need to be self-reliant. And I would say that the entrepreneurs around us are probably some of the most self-reliant people there are, but, but we can’t do it alone. And that’s the big realization we, and, and I think probably the more self-reliant and the mortality, the more easily you learn things, the harder it is for you to learn, to let go and say, well, some of the stuff I’ve just gotta let go of this and let somebody who’s either better ranted toward it or better at it than I am. Stu Heinecke (15:56): I just let them do it for me so that I can move on to other things. And I would say one of the big telltale signs is if you labor is directly involved in your deliverables, you are at one to one leverage. And, or, and let’s say, if you discover that it’s really hard to take a vacation because the bus, the business stops because you’re not there, that’s one to one leverage and you need to root that out really quickly. So you do that, I think by jumping to multichannel leverage. And that really means just forming partnerships with, with people who could bring you to, to other to new clients, let’s say, or open up new sales channels. I was inviting you to, to, to join a group that I started a group of authors. And I guess in a way that’s multichannel leverage because we get together, we formulate ideas, we bring things together and, and you know, that that’s the way we’ve gotta, we’ve gotta find ways to collaborate with people as much as possible. I guess that’s really the, one of the big messages of we is that the more we collaborate, the stronger we become. John Jantsch (16:55): So with an example of that, say a consultant or coach who is doing a lot of that, one to one work would be building a course or bringing, building a community or doing group work, or having, as you said, strategic partners who are going to, you know, send business his or her way. I mean, is that at a very simple example? What we’re talking about? Stu Heinecke (17:14): Yeah. Yeah. I think so. I think productizing what you do as a consultant mm-hmm and turning that into a course is a great way to do that because once you’ve built it, and of course you’re promoting it, but other people could promote it, you can go on vacation, you can make money while you sleep. All those wonderful things that happen when you’re not right. That when you’re not the factory and you shouldn’t be the factory. Yeah. Yeah. John Jantsch (17:35): All right. So here’s the burning question. And I’m certain people are listening right now and on the edge of their seats, how do you win a weed award? Stu Heinecke (17:44): you have to be, I was actually a total weed award, but you have to be John Jantsch (17:50): Total word Stu Heinecke (17:50): Would. Yeah. You have to be absolutely audacious in, in the way that you, that you approach your market and create unfair advantages and create scale. And you obviously, you need to be an example to the rest of us, but an example of weed, like growth. John Jantsch (18:06): Yeah. So I’ve been, uh, doing interviews, you know, for years. And over the last few years, one of the things I’ve seen is title explosion in the Csuite, you know, you’ve got your chief people officer, you’ve got your chief revenue officer, and now I think you are probably going to introduce the chief weed officer. Stu Heinecke (18:24): I am. I’m proposing one more. That’s right. the chief weed officer. I don’t know if you do know Dan Walch. John Jantsch (18:30): I do. Yeah. I do know Dan. Yeah. He’s been on the show before he Stu Heinecke (18:33): Has. Yeah. Dan he’s been amazing guy. He’s he has the bloggy conversations. I think he has a book out by the same name, but, and he is a turnaround specialist. Anyway, I interviewed him for the book and he, he gave a quote, by the way, the book has all these I’m so proud of these quotes at the beginning of the book, because they were, when I looked to research for the book, there were no positive quotes about weeds. So everybody I was interviewing, I was asking them, could you share some sort of like, now that we’ve talked about weeds as a positive, what thoughts come to mind? Yeah. And so Dan said, if you don’t have a chief weed officer, you lose . That was his quote John Jantsch (19:07): . Stu Heinecke (19:09): Um, and yeah, I think that there will be chief weed officers. I don’t know if they’ll be called that maybe they’ll be called chief strategy officers or weed strategy officers, but there will be people who will be responsible for growth of the company, through the execution of weed strategy that we can watch all around us. John Jantsch (19:27): Yeah. Awesome. Let’s do I appreciate you taking time to stop by the duct tape marketing podcast. You wanna tell people where they can find out more about your work and obviously pick up a copy of the book. Stu Heinecke (19:36): Sure. Well, you can buy the book anywhere, anywhere books are sold. Now it, it launches of course, June 1st, but that actually, well, yeah. Can I start that over? Yeah, of course do it. Okay. Yeah. You can buy the book anywhere that books are sold. Amazon, of course, and Barnes and noble bam and all that. Perhaps the airport soon you can come and visit me at my author site. That’s Stu henick.com. And when you come there, then you, one of the things you might wanna do is join my weed, my, my weed boot camp, sorry, my boot, my weed mindset boot camp. And you can join that from, from my site as well. So, yeah. And LinkedIn mention that, that you heard John and my, and myself talking on the, on the duct tape podcast, duct tape marketing podcast, and I will be happy to connect with you there. John Jantsch (20:24): Awesome. Well, we’ll have all those links in the show notes as well, and Stu congrats on the new book. And again, appreciate you taking the time out to, to share with our listeners. And hopefully we’ll run into you again. Soon. One of these days out there on the road, Stu Heinecke (20:37): I would love that, John. Thanks for having me on the show. John Jantsch (20:39): Hey, and one final thing before you go, you know how I talk about marketing strategy strategy before tactics? Well, sometimes it be hard to understand where you stand in that what needs to be done with regard to creating a marketing strategy. So we created a free tool for you. It’s called the marketing strategy assessment. You can find it @ marketingassessment.co not .com .co check out our free marketing assessment and learn where you are with your strategy today. That’s just marketingassessment.co I’d. Love to chat with you about the results that you get. Scroll back to top Sign up to receive email updates
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This episode of the Duct Tape Marketing Podcast is brought to you by the HubSpot Podcast Network and Zapier. HubSpot Podcast Network is the audio destination for business professionals who seek the best education and inspiration on how to grow a business.
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July 2022
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