Education Marketing Leader with Chris Rapozo

Had a fantastic chat on the Education Marketing Leader podcast with the one and only Matt Herzberger, VP of Digital Experience and Analytics at VisionPoint Marketing.With over 15 years of maneuvering the intricacies of higher-ed marketing, Matt's insights truly stood out. 🎓We focused on SEO in higher education, and we all know that's not a walk in the park since most institutions have a gazillion pages to manage.Who can keep up with it all and ensure that both bots and humans enjoy the content? 🤖 👫Here's Matt's key takeaway on how to stay organized:Prioritize your program pages. 💡The marketing and enrollment teams must have a central role here to avoid cannibalization. And for those unfamiliar with 'cannibalization' in SEO – Matt shed light on this.It’s not about horror stories but when institutional pages compete against each other in search rankings. 🥊His solution?Embrace canonical links, which essentially streamline your search presence.When it comes to navigating the looming demographic enrollment cliff, balance is key. 🗝Institutions need to cater to both local and distant students while staying wary of SEO pitfalls – a lack of a well-defined strategy, underestimating competition, and treating SEO and UX as separate entities.Speaking of which, Matt introduced us to SXO – a synergy between SEO and UX.In higher education, his advice is to focus on niche longtail queries and craft content that resonates with potential students, making them feel that the institution aligns with their academic aspirations.Before signing off, Matt shared three pivotal SEO strategies for higher ed:♦ Spotlight academic programs in your marketing strategy.♦ Dominate in thematic areas that align with your institution.♦ Be proactive and intentional about exploring career and learning avenues.For those eager to dive deeper into the world of higher education SEO or to connect with an industry expert, Matt is your go-to person.Don’t forget to tune in to our detailed discussion on the podcast.🌟 If you enjoyed the episode, please hit like, subscribe, and leave a review of the Education Marketing Leader. 🙏Until next time. ✌#marketing #highereducation #podcast

In the latest episode of the Education Marketing Leader podcast, I sat down with Danielle Ford, the Assistant Director for Digital Content Strategy at Kean University. During the chat, we discussed how to align content strategy with shifting institutional priorities. Her advice❓ Create content that's rich, revealing, and rooted in reality. Staying flexible is paramount. 💪 Danielle drives home the point that in the throes of academic marketing, it's all about data-driven innovation. But here's the twist: Keeping the strategy nimble demands an ear to the ground, listening to feedback from students and stakeholders, and sometimes implementing changes on the fly. As a premier educational institution in New Jersey, Kean University is no stranger to the competitive high stakes of higher education. Here is how the university stays relevant: 👇 Focusing on the under-tapped market of non-traditional students, aligning digital content with evolving institutional priorities, and fostering cross-functional collaboration. Their secret sauce? Hold weekly strategy sessions to ensure all departments march to the same beat. 🤜 🤛 With a lean team, Danielle's department has its work cut out. Their tools? Metrics that shed light on user experience, conversions, and counselor interactions. Danielle accentuates that while the digital age buzzes, nothing replaces the tangible campus vibes. It's all about showcasing those authentic student journeys, providing a genuine sneak peek into campus life, and ensuring first-gen students don't just attend but thrive. For Danielle, student support isn't just a buzzword. The translation of their website into Spanish and participation in Spanish-centric college tours? Clear indicators of their commitment to inclusivity. This episode is a must-listen if you're passionate about higher-education content marketing. Connect with Danielle on LinkedIn to learn more about her journey and impactful work. 🌟 If you enjoyed the episode, please hit like, subscribe, and leave a review of the Education Marketing Leader. 🙏 Until next time. ✌

In the latest episode of the Education Marketing Leader podcast, I had the pleasure of sitting down with my old friend Lucas Blanco, the Marketing Director at ReDefiners World Languages. Fun fact: Lucas offered me my first job in marketing years ago to work with him as a volunteer at ReDefiners. Due to different circumstances, I couldn't accept the job, but we kept in touch for moments like this. Lucas's journey from sound engineering in Argentina to a flourishing career in marketing is truly inspiring. He shared his unique path, highlighting the invaluable experience gained working at a casino's marketing department in Buenos Aires that steered him toward his passion for marketing. Our conversation explored Lucas's impactful work with ReDefiners World Languages, a remarkable nonprofit specializing in language programs. He highlighted the following strategies that make marketing a nonprofit organization stand out. 𝐒𝐭𝐨𝐫𝐲𝐭𝐞𝐥𝐥𝐢𝐧𝐠 𝐌𝐚𝐭𝐭𝐞𝐫𝐬 Lucas emphasized the pivotal role of storytelling in nonprofit success. Attracting donors is about connecting with the audience's heart. Lucas also stressed the significance of SEO, data analytics, and strategic partnerships in building a thriving nonprofit. 𝐒𝐡𝐨𝐰𝐜𝐚𝐬𝐢𝐧𝐠 𝐭𝐡𝐞 𝐇𝐮𝐦𝐚𝐧 𝐓𝐨𝐮𝐜𝐡 One key takeaway from our conversation was the power of showcasing the faces and stories behind the organization. It builds authentic connections with potential students and donors. Lucas's insights on repurposing content and forming meaningful partnerships, such as the Children's Board of Hillsborough County, are enlightening. 𝐁𝐫𝐢𝐧𝐠𝐢𝐧𝐠 𝐅𝐚𝐦𝐢𝐥𝐢𝐞𝐬 𝐓𝐨𝐠𝐞𝐭𝐡𝐞𝐫 His mission at ReDefiners goes beyond teaching languages; it's about bringing families closer through engaging classes and interactions. Their group classes foster learning from peers and understanding of diverse cultures and dialects. 𝐃𝐚𝐭𝐚-𝐃𝐫𝐢𝐯𝐞𝐧 𝐒𝐮𝐜𝐜𝐞𝐬𝐬 Data analytics play a vital role in nonprofit strategy. Lucas revealed how his team uses Google Analytics to measure marketing campaigns, enabling them to tailor strategies to the behavior and interests of their supporters. 𝐂𝐨𝐧𝐧𝐞𝐜𝐭, 𝐌𝐞𝐚𝐬𝐮𝐫𝐞, 𝐈𝐦𝐩𝐫𝐨𝐯𝐞 Lucas's campaign development approach involves connecting the dots for potential enrollees, setting clear goals, and tracking their journey. In the nonprofit world, community influencers can amplify the organization's message and reach. If you're passionate about education marketing, this episode is a must-listen. Connect with Lucas Blanco on LinkedIn to learn more about his journey and impactful work. 🌟 If you enjoyed the episode, please hit like, subscribe, and leave a review of the Education Marketing Leader. 🙏 Until next time. ✌ #marketing #education #storytelling

On the inaugural episode of the Education Marketing Leader, I had the pleasure of speaking with a true legend in education marketing, specifically regarding public relations. Meet Kirk Hazlett, APR, Fellow PRSA, who wears many hats, such as: 1️⃣ Faculty Advisor at the University of Tampa Public Relations Student Society of America (PRSSA) 2️⃣ Newsletter Editor at PRSA College of Fellows Communications Committee 3️⃣ Ethics Officer PRSA Tampa Bay Chapter With over 40 years in PR, Kirk's episode offers a profound blend of experience, wisdom, and foresight. The seeds of his professional journey were sown during his tenure in the military back in the 1970s. What's fascinating is that even without a formal PR degree at the time, his trajectory took him from serving in the United States Air Force to refining the public image of the US Army intelligence school as a Public Affairs Officer. Beyond his roles in sectors like technology, healthcare, and government, Kirk's voyage into education is equally captivating. He transitioned into education, armed with decades of real-world PR experience. His mission? To mold young minds with the essence of PR, where ethics isn't just a chapter in a textbook but a steadfast principle. Acting right, especially when it's the most challenging, is a mantra he firmly instills in his students. With #ai and deepfake technologies gaining traction, we're navigating uncharted waters. Kirk's message couldn't be timelier. He emphasized the looming challenges these technologies pose, urging professionals to be proactive, informed, and, above all, ethical. In this evolving landscape, the importance of discernment - reading beyond headlines and understanding the bigger picture - has never been more critical. A recurring theme in our conversation was the indispensable value of genuine humility in PR. PR isn't just about communication; it's about building trust consistently and authentically. Kirk spoke of the relentless demands on PR professionals in an age where news is instant and the world is more connected than ever. Preparedness isn't just a good-to-have; it's an essential. For those eager to explore deeper intersections of PR ethics, listen to the complete episode by clicking the link in the comments below or on your favorite podcast channels. 🤩 Be sure to connect and follow Kirk on LinkedIn to get your latest insights on best ethical communication practices. 🌟 If you enjoyed the episode, please hit like, subscribe, and leave a review of the Education Marketing Leader. 🙏 Until next time. ✌ #marketing #highereducation #publicrelations #ethics

The doctor is in the house! 🙌In my latest episode on the Marketing Tales Show, I had the pleasure of speaking with Jeremy Shere, PhD.Jeremy earned his doctorate in English Language and Literature/Letters and Jewish Studies from Indiana University and formally taught magazine writing at IU's School of Journalism. 🤓He's a podcast host, writer, coach, entrepreneur, and member of the Peak Community.Jeremy stacked this episode with practical advice and personal anecdotes on becoming a more efficient and well-rounded interviewer.Some of the main takeaways from our conversation address how people get started gathering primary research by interviewing subject matter experts in a way that produces the best possible content. 🤔The following are some of Jeremy's main suggestions:1️⃣ 𝐒𝐭𝐚𝐫𝐭, 𝐄𝐯𝐞𝐧 𝐈𝐟 𝐘𝐨𝐮'𝐫𝐞 𝐔𝐧𝐬𝐮𝐫𝐞: Every master was once a beginner. Jeremy's advice? Jump right in. It's okay to suck initially. With commitment and perseverance, you evolve.2️⃣ 𝐂𝐨𝐧𝐟𝐢𝐝𝐞𝐧𝐜𝐞 𝐢𝐬 𝐊𝐢𝐧𝐠: As you navigate through interviews, your confidence builds. Your guests sense it; your audience feels it.3️⃣ 𝐓𝐡𝐞 𝐏𝐨𝐰𝐞𝐫 𝐨𝐟 𝐀𝐜𝐭𝐢𝐯𝐞 𝐋𝐢𝐬𝐭𝐞𝐧𝐢𝐧𝐠: It's not just about asking questions. It's about genuinely listening to the answers and engaging with your guests. Dive deep, explore tangents, and extract the richness of their knowledge.4️⃣ 𝐓𝐡𝐞 𝐍𝐞𝐭𝐰𝐨𝐫𝐤 𝐄𝐟𝐟𝐞𝐜𝐭: Building genuine, authentic relationships in the industry is essential. Remember, a quality interview isn't a one-man show but a harmonious duet between the host and the guest.Jeremy stressed the importance of research and having a clear narrative, sharing an anecdote from a time as a reporter in Israel when things went sideways with a renowned Israeli architect. 😲That story alone is worth tuning in.Before hitting that record button, envision the story you aim to portray.Jeremy's insights into reading non-verbal cues, when to gently interrupt, and how to bring oneself into the conversation without overshadowing the guest, were pure gold. 🥇It's this dance between being present and letting the guest shine that results in a magnetic podcast episode. 🎙Reflecting on the recent surge in content, Jeremy made a compelling case for authenticity.He emphasizes the distinction and value that raw, firsthand insights from experts bring to the table.To get a full scope of the conversation, listen to the complete episode by clicking the link in the comments below or on your favorite podcast channels. 🤩Be sure to connect and follow Jeremy on LinkedIn to get your latest insights on effective interviewing.🌟 If you enjoyed the episode, please hit like, subscribe, and leave a review of The Marketing Tales Show. 🙏Until next time. ✌#marketing #highereducation

My latest guest on the Marketing Tales Show joined me all the way from South India to talk about the power of proper website optimization. 🇮🇳 He's a seasoned marketer who pushes out daily short-form video content on B2B marketing-related topics on LinkedIn, like a Gulab Jamun baker at Maha Chips in Thiruvananthapuram. 🍮 Hot and fresh off the press daily! Please welcome Bhuvanesh KR, a fractional CMO, specially geared towards IT service and consulting realms. Bhuvanesh got candid right away about the importance of striking the right balance when it comes to one's website, which is: Giving your brand that distinct voice while ensuring the customer message isn't lost in translation. And in the fast-evolving marketing landscape, he's all about staying nimble, adapting strategies from market trendsetters but giving them a unique twist. He made a compelling case for why a B2B website isn't just a digital footprint—it's your brand's digital ambassador that works for you 24/7/365. Harness its power through compelling website copy that works for you while you don't. 💪 Personalization tools? They're the ace up your sleeve, allowing for hyper-targeted, industry-specific content that resonates, he says. 🙌 Bhuvanesh underlined the unsung heroes behind a website's stellar performance: 1️⃣ Lightning-fast load speeds and 2️⃣ A harmonious duet between marketers and developers. But what's knowledge without actionable insights? Bhuvanesh generously shared many of them, such as the efficacy of tools like Google Analytics, the nuances of A/B testing, and website performance enhancers like Google Page Insights. Wrapping up, Bhuvanesh threw a spotlight on the sheer tenacity required in the marketing domain. His parting gift? A book recommendation that mirrors his ethos: "Atomic Habits" by James Clear. It's not just about spurts of motivation; it's about embedding systems and habits that chart the trajectory of consistent growth. To get a full scope of the conversation, listen to the complete episode by clicking the link in the comments below or on your favorite podcast channels. 🎙️ Be sure to connect and follow Bhuvanesh on LinkedIn to get your latest insights on effective B2B marketing. 🌟 If you enjoyed the episode, please hit like, subscribe, and leave a review of The Marketing Tales Show. 🙏 Until next time. ✌ #marketing #highereducation

My latest guest on the Marketing Tales Show is an ethical marketer with a love for skiing, mountain biking, and cooking up ⭐⭐⭐⭐⭐ Japanese 🇯🇵 meals when he's not directing the demand gen operation at Concept3D, Inc. or hosting his podcast, The Higher Demand Gen Podcast.Meet Shiro Hatori, who joined the show from his chalet deep in the Colorado Rockies.Shiro earned his undergraduate degree from the University of Colorado Boulder in Environmental Science, with a minor in Technology, Arts, and Media, building websites and shooting and editing ski videos while attending the university. The skills he learned while shooting and editing ski videos naturally aligned with marketing, which opened doors of opportunities leading him into a marketing career. As a current Saas marketer, Shiro spends most of his time serving the higher-ed industry with Concept3D, Inc., providing event calendars, virtual tours, and interactive campus maps to his customers. In July 2022, Shiro also started his show, The Higher Demand Gen Podcast, on behalf of Concept3D, Inc., interviewing higher-ed industry experts to provide value to his audience. Because Shiro provides value to his audience weekly, this episode focuses on how marketers can create value that ties back to their brand. During the episode, we explored:The core components of brand value and how it differentiates from just brand recognition How marketers can effectively create an emotional bond between consumers and their brandsStrategies marketers can use to convey a brand's genuine ethos and values to the audienceHow content marketing can bolster brand value without directly pushing a product or serviceThe role customer testimonials and reviews play in showcasing brand valueOf course, we also touched on lessons learned during his nearly decade-long creative career and what he recommends budding marketers do to succeed. Hint: It involves running 13.1 miles at a mile-high altitude. 🏃‍♂️Why?!You'll have to listen to the episode to find that one out! 😁But, it has something to do with deeply getting to know your audience as a marketer. If you want to train your theoretical muscle and learn more about the art of marketing, Shiro recommends the following: 🎙️ B2B Growth podcast by Sweet Fish Media📘 Atomic Habits by James ClearTo get a full scope of the conversation, listen to the complete episode by clicking the link in the comments below or on your favorite podcast channels. 🎙️Be sure to connect with Shiro on LinkedIn and tune into his podcast, The Higher Demand Gen Podcast.🌟 If you enjoyed the episode, please hit like, subscribe, and leave a review of The Marketing Tales Show. 🙏Until next time. ✌#marketing #highereducation

My latest guest on the Marketing Tales Show joined me from Pittsburgh, PA, to talk about how to write smarter copy for your website. Meet R. Todd Erkel, Chief Content Officer, at Elliance, a Pittsburgh-based marketing agency that helps colleges, b2b marketers, banks and non-profits leverage the power of digital and data to increase their market value.Todd earned his undergraduate degree in English from the University of Pittsburgh and spent the early part of his career in newspaper and magazine work before joining Elliance. The idea for this week's interview derivers from a joint webinar hosted by Hannon Hill, in collaboration with Elliance, taking place on Wednesday, September 20 at 1 p.m. (EST), at which Todd will teach how great content feeds a winning strategy. If you're interested, register for the free webinar by following the link below.https://hannonhill.zoom.us/webinar/register/2916923247133/WN_oDNvP0PUQcKOMHNNYUjp-g Most of us have heard of the term "writing for the web," but few know about "web smart writing."This episode explains what web smart writing is and how to implement it in your copy to lead people to read your content. We've all heard the claim that people don't like to read or don't have time to read anymore.But Todd challenges that thought.After working with information architects, user experience, and people interaction designers, he learned that "people don't want friction," he says. "They don't want their journey unnecessarily derailed." The ultimate reason why people either read web copy or don't read it is simple: "It's a value, non-value decision," he says.If the content helps the visitor reach a goal they're trying to achieve, they'll take the time to read it, regardless of length.Todd further explained:How user behavior and psychology play into creating web-smart contentWhy businesses should embrace web smart writingStrategies to ensure content isn't just readable but also highly discoverableCommon mistakes he encountered when brands try to implement web smart writing and how to avoid themMy favorite part of the show has to be his advice at the end of the podcast to budding marketers out there, which is that you have to make yourself uncomfortable in order to grow. Todd shared some ways he does that occasionally, including spending time at local laundromat. To get a full scope of the conversation, listen to the complete episode by clicking the link in the comments below or on your favorite podcast channels. 🎙️Be sure to connect with Todd on LinkedIn, check out Elliance and don't forget to register for the webinar on Web Smart Writing - How great content feeds a winning strategy" on September 20 at 1 p.m. ESTIf you enjoyed the episode, hit like, subscribe, and leave a review of The Marketing Tales Show. 🙏Until next time. ✌#marketing #highereducation

Fresh off the latest episode of the Marketing Tales Show, I've got quite the tale to share! 🎙Meet Mike Grinberg, the mastermind behind Proof Point Marketing - a relationship-led growth consultancy that's challenging digital marketing norms. I've always believed there's more to marketing than meets the eye, and Mike confirmed this. It's all about relationships!Starting off with aspirations to become a graphic designer, Mike soon realized the subjective nature of design wasn't his cup of tea. Instead, the captivating world of marketing beckoned him. 🌍Diving into the crux of our conversation, Mike strongly emphasized empowering employees to advocate for their companies, shining a light on the importance of finding individuals who are genuinely passionate about the company's vision. If you follow Proof Point Marketing or some of my recent guests on the show, Joseph Lewin and Jon Piehl, you know Mike knows how to pick them. As they say, leadership starts at the top, and Mike insists leaders need to walk the walk regarding employee advocacy.Proof Point Marketing's philosophy? While many sprint towards traditional marketing methods like SEO once they hit a plateau, Mike's firm believes in scaling what's already working - relationships and referrals. He notes that a true relationship goes beyond just connecting with decision-makers; it encompasses the entire ecosystem.As we dove deeper, Mike shared invaluable insights:Building meaningful relationships with customers is vital for service-based businesses.The importance of maintaining relationships even after a sale.Using technology wisely and cautiously to scale communication.And the essence of truly understanding your customers beyond just surface-level demographics.Mike also touched upon the challenges in content creation, recommending platforms like Story Prompt to spark the creative juice. But above all, his advice centered on using words wisely and leveraging human psychology in communication.It's clear: relationships aren't just the heart of Mike's business; they're at the core of his marketing beliefs. If you're hunting for reads, he suggests: "Never Split the Difference" by Chris Voss, and "Let's Get Real or Let's Not Play" by Mahan Khalsa and Randy Illig. Gems, indeed! 📚To get a full scope of the conversation, listen to the complete episode by clicking the link in the comments below or on your favorite podcast channels. 🎙️Want to delve deeper into the realm of relationship-led growth marketing? Check out Mike and his team on LinkedIn, visit the Proof Point Marketing website, and don't miss episodes of the "Relationship-Lead Growth Live" show.Mike Grinberg is truly reshaping how we view and value relationships in the marketing landscape. Dive in and discover for yourself. Until the next tale. ✌️P.S. A special thanks to Joseph Lewin for making the intro.

It's podcast Thursday, and I have a confession to make.I've admired my latest guest on the Marketing Tales Show from afar and wanted her on the show to talk about higher-ed marketing for a while.That opportunity presented itself during the research phase for a white paper on the demographic enrollment cliff I wrote when this CMO agreed to help me with my primary research.Meet Jaime Hunt, VP for University Communications and CMO at Old Dominion University, and podcast host of Enrollify's Confessions of a Higher-Ed CMO.Jaime held several executive positions at premier higher-ed institutions and frequently speaks at industry conferences, such as the #AMAHigherEd this November in Chicago.But marketing wasn't always on Jaime's radar.She earned her undergraduate degree in journalism from the University of Minnesota, followed by a stint in reporting and public relations until she fell into marketing by chance.This chance encounter turned into a love for the craft, leading Jaime to enroll at West Virginia University to earn her Master's in Integrated Marketing Communications to learn more about the theory behind marketing.Equipped with theoretical knowledge and practical know-how, Jaime devotes her career to helping higher-ed institutions market their services to the next generation of leaders.A worthy endeavor, indeed.However, that endeavor is bound for rough waters with the looming demographic enrollment cliff, referring to a decline in projected enrollment numbers of traditional students.We dedicated the episode to exploring how colleges and universities can counterbalance enrollment declines by accommodating non-traditional students.One low-hanging fruit may be those adults with some college, no degree."That is such a ripe population," Jaime said."Do specifically tailored outreach to the ones who haven't finished, and start with the ones who only have a year left."Start the non-traditional student outreach on LinkedIn and put opportunities in front of people who may be looking for a job to increase their chances of getting a better job.When targeting non-traditional students, lead with empathy and "showcase how a program can be flexible, adaptable, and convenient," Jaime said. "So that you're positioning your program as something that will enhance their life, not make it more difficult."Social proof is the best proof."Showcase the success stories of your students and graduates who have pushed through challenges to earn a degree and show that outcome in your marketing messages," Jaime suggested.To get a full scope of the conversation, listen to the complete episode by clicking the link in the comments below or on your favorite podcast channels. 🎙️Be sure to connect with Jaime on LinkedIn and tune into her podcast, Confessions of a Higher-Ed CMO.And if you enjoyed the episode, hit like, subscribe, and leave a review of The Marketing Tales Show. 🙏Until next time. ✌

My latest guest on the Marketing Tales Show joined me from Perth, Western Australia, to discuss the benefits of YouTube advertising for marketers. Marcus Svedin, co-founder of Titan Marketer, a company that helps businesses grow and scale with YouTube Ads, wasn't always in the business of marketing. This trained Industrial Electrician fell into full-time marketing by chance. About a week before starting a new trade job, Marcus and his son enjoyed themselves at a trampoline park, jumping from one square to another when the unthinkable happened. Upon landing, Marcus' knee gave out, dislocating while cutting his ACL, disjointing his MCL, and damaging both his PCL and meniscus!Dreams of starting his new job -- shattered! Projected recovery time?Months!Something had to give, and his father of four had to improvise to put food on the table. So, he and his mate 🔥 Ben Jones 🚀 went all in on Titan Marketer, a company the duo started as a side hustle two years before the trampoline incident. The company initially began as a digital marketing agency. But the digital marketing agency space is saturated, and competition is fierce, so in his ingenuity, Marcus tried and found a market gap. That gap? YouTube Ads training courses for businesses. 💡This episode focuses on the benefits and best practices of YouTube Ads for businesses, but Marcus started the show with a truth bomb and why so many marketers shy away from YouTube Ads. "The barrier to entry is so much greater [than Facebook or Google ads]," Marcus explains. With YouTube Ads, you have to:1) Create a properly formatted script2) Shoot the script3) Edit the video4) Upload it5) Create an ad campaign around the videoHowever, "any business willing to put in the effort is going to reap the rewards," Marcus ensures. "Because hardly anyone is doing it."Marcus recommends four parts to any successful YouTube ads script: 1) A hook that speaks directly to the pain points of your ideal clients.2) An elevator pitch that explains the gist of your offering in about 25 seconds and why your audience should listen to you and continue watching. 3) A story delivering value and education promised during the elevator pitch.4) A close with a call to action that sells the click to your landing page. Marcus goes on to discuss the granularity and specific targeting ability of YouTube ads, what formats to use, and why you should never listen to someone from YouTube advising you on your ads strategy. To get a full scope of the conversation, listen to the complete episode by clicking the link in the comments below or on your favorite podcast channels. 🎙️Be sure to follow and connect with Marcus on LinkedIn or @marcussvedin5063 on YouTube and visit his company page Titan Marketer to learn more about how to get started on your YouTube ads journey. And if you enjoyed the episode, hit like, subscribe and leave a review of The Marketing Tales Show. 🙏Until next time. ✌

"Your podcast, your stage" is one of the nuggets my latest guest on the Marketing Tales Show dropped a few weeks ago on LinkedIn, which floored me.Four words -- so simple yet, so profound that only someone with a deep understanding of people and the podcasting landscape could utter and make his audience understand what he meant on a deeper level. That's the calling of Ahron Wohlgelernter🎙️, Podcast Producer at Intent Media - Podcasts and Host of The Art of Conversation Podcast. In this episode, we discussed the benefits of starting a podcast as marketers, how to get started, and some common pitfalls to avoid. Kicking things off, Ahron underlined the significance of laying out clear objectives for your podcasting journey. At $18 cost per thousand (CPM) ad money, you're probably not going to make a lot of dough when you're starting out, so if you're a marketer or own a business, use podcasting to generate leads. When creating a podcast marketing strategy, take your listeners on a journey with educational content to build trust with your audience and establish yourself as an expert. But creating a podcast isn't as easy as hitting record on your video streaming app. A lot goes into creating a show, and knowing the anatomy of producing a show is vital. Also, invest in a good mic. "Remember that people are putting you in their ears," Ahron says. "Respect that! Come up with good audio." The typical conversational podcast, like this one, should be about half an hour, but give a buffer of about 10 minutes before starting to get to know your guest and build rapport. "The best way to promote your podcast is to be obsessed with it," Ahron shares. That means you love your podcast so much that you constantly talk about it and share stories with your network at all times. People will pick up on that passion and want to know more. Regarding guest selection, focus on what your listeners need and who they should learn from. Don't get too caught up on the big names, but select guests that make the most sense for your show. Remember, your podcast, your stage. The most important lesson Ahron learned throughout his podcasting career is this: "[Your podcast] is about your guests, and it's about focusing on getting some of the best out of them," Ahron says. To get a full scope of the conversation, listen to the complete episode by clicking the link in the comments below or on your favorite podcast channels. Be sure to connect with Ahron on LinkedIn, tune into The Art of Conversation Podcast, and check out Intent Media if you need help producing your podcast. Starting a podcast is not for the faint of heart. It is hard work, long hours, and low engagement when you begin. But there is one thing, one ROI, that makes this thing worthwhile -- the relationships you build with guests and fellow podcasters in the community. I'll see you in my feed real soon. Until next time. ✌ #marketing #podcasting

On the latest episode of the Marketing Tales Show, I welcomed a higher-ed marketing pro from the Emerald Isle.Dublin, Ireland, to be exact. Philip Smith, co-founder, and CEO of the Education Marketing Agency and podcast host of The EdUp Experience, shared his insights on navigating the demographic enrollment cliff via the power of website personalization. With an education in marketing and business, Philip helps colleges and universities tell their stories effectively to reach potential students and their influencers in today's digital environment. We all know we never get a second chance to make a first impression. A college website is often the first impression potential students have of an institution -- make it count!A common issue Philip discovered while working with numerous higher-ed institutions is the difficulty navigating websites due to the enormous amount of text shown to visitors.To ease the friction and enable a better user experience, Philip suggests introducing easily digestible video content to relay a school's message. Some video content examples include: Lecturer videos of faculty explaining the content of a particular course.Campus tour videos giving prospective students a look and feel about the institution.Student testimonial videos to build trust through social proof.As the academic landscape shifts with the demographic enrollment cliff, so should higher-ed marketing strategies, and that starts with messaging, particularly the calls to action. A university degree is a huge investment, probably the largest thus far in the young lives of traditional students. So, don't ask them to "marry you" via the apply now button on their first visit to your website. Court them and give them an idea of what your university is all about by offering ungated content such as free webinars, video messages, or even a free trial of a course. "Enrolling in your first degree is as big of a decision as getting a mortgage," Philip says. "It's huge financially and very long term."To get a full scope of the conversation, listen to the complete episode by clicking the link in the comments below or on your favorite podcast channels.If you'd like to get to know Philip or partner with him on your higher-ed marketing strategies, connect with him on LinkedIn, visit his website, or subscribe to his podcast The EdUp Experience.Keep reimagining how you communicate your university's unique story and build stronger connections with your audience.Until next time.

London calling! 🇬🇧In the latest episode of the Marketing Tales Show, my guest and I took a deep dive into legal marketing, unraveling the complexities of Chamber submissions with a former Chambers and Partners researcher.Meet Marco Guasti, CEO of Harpa Legal Marketing, headquartered in Longdon, England! 👋Marco emphasized that in the chamber submissions process, the voice of clients reigns supreme.Especially for law firms competing for rankings for the first time, stellar referees and favorable client feedback are often green lights for Chambers to consider a firm's submission.As Marco explained, amidst a high volume of submissions, Chambers relies heavily on client feedback as part of its research process, making it an indispensable factor for firms hoping to make their mark.As we ventured deeper into the conversation, Marco shared insights into the significance of rankings for law firms, specifically Chambers rankings.Echoing the sentiments of social proof theory, he discussed how these third-party assessments of work quality can bolster a firm's marketing efforts.Marco hinted that some clients may be obliged by statute to engage the services of ranked law firms in certain circumstances.While he acknowledged the uncertainty of how often clients refer to these rankings, displaying them prominently on websites, in RFPS, and during presentations could certainly add heft to a law firm's reputation.Marco also highlighted the pillars a firm needs to secure for a ranking - comprehensive submission, a robust list of referees, and deserved peer recognition.He urged law firms to showcase their most relevant cases in their submissions, emphasizing their importance in ranking.We then journeyed into a deeper discussion about the various rankings law firms could aim for - regional, nationwide, and global - and how firms should strategize based on their current standing.As Marco explained, the submission process necessitates sending in the best cases from the past 12 months, along with a list of referees who can endorse the quality of a firm's work.The conversation shifted gears as Marco addressed the challenges of procuring the most relevant cases from lawyers for submission, given their hectic schedules and multiple priorities.He underscored the role in-house marketers can play in this aspect and the importance of writing the cases in a manner understandable for non-jurists.Lastly, Marco discussed the value of positive client feedback in the chamber submissions process.He emphasized that good referees and vital client feedback are crucial to catching Chambers' attention amid a sea of submissions.Marco's insights into the chamber submissions process, the importance of client feedback, and the strategic planning necessary for successful legal marketing were invaluable.If you want to learn more from Marco, connect with him on LinkedIn and listen to the complete episode today.Until next time.✌️

In this week's episode of the Marketing Tales Show, I have the pleasure of introducing you to my former college public relations professor, Rob Engle, to discuss the power of earned media and why marketers should seriously consider it.Professor Engle is the owner of Engle & Co. Public Relations, a company he founded in 1986, and an adjunct professor at the University of Florida College of Journalism and Communication, where I met him during my time at the University of Florida Online.With an undergraduate in journalism from UF, a master's degree from Harvard, and a career in PR for over 30 years, I couldn't think of anyone better to tell us about the benefits of earned media and how to get a report's attention. So, if you're an organization with a small marketing budget, this episode is for you!In a nutshell, "earned media is a third-party endorsement," says Engle. "It's a credibility pop!"We can all say great things about our product in an ad, but convincing a journalist to say nice things about us is the key.Social proof is the best proof!But how does one get a story picked up by a reporter? You have to have a "nose for news," as Professor Engle calls it. Figure out what journalists cover your niche, identify what gets them excited by virtue of previous coverage, and do your research on them. "There's nothing more embarrassing than pitching a story to a journalist, and they say, 'Oh, I stopped doing that beat last year,'" Engle says. The best way to find reporters is in the publications you want coverage. Another way is through media management platforms like Cision.And yes, podcasts are also a type of earned media, so get on them as much as possible. So, don't be shy to get yourself and your organization out there because even though journalists don't want to admit it, "they need people to pitch them stories," Engle said. "They need content. Content is king!"However, be careful what you wish for, especially with major publications."Large publications like the Washington Post never do a 100% positive feature piece," Engle says. "If there weren't a couple of negative paragraphs in the story, nobody would believe it's a WP or NY Times article."To close the episode, Professor Engle shared some practical advice from his over 30 years in PR: 1a) Alway tell the truth. The truth sells!1b) In a crisis, tell the truth quickly. Get the information out there!To learn how to get earned media placement, listen to the complete episode by clicking the link in the comments below or listen to the show on your favorite podcast channel.Remember to connect with Professor Engle on LinkedIn to get to know him or his company Engle & Co. Public Relations.Go Gators 🐊Until next time. ✌️

Everything's bigger in Texas, so it's no surprise that my latest guest on the Marketing Tales Show offered substantial wisdom regarding the lost art of direct mail marketing."Isn't direct mail marketing dead?" you might ask.That's a statement often used by individuals who either:- Don't have a product that fits this type of marketing ❌or- Don't know how to do it 🤷Dylon ✉ Jones, this week's subject matter expert from PPS, a direct mail and printing service company from the Lone Star State, joined me to set the record "Strait."I first met this Lubbock Christian University grad at #AMAHigherEd last Fall in National Harbor, Md., when I introduced myself to all vendors.Thanks to the power of LinkedIn, we kept in touch, followed each other's professional journeys, and decided to chat about direct mail marketing on the show.Dylon came out hot 🔥 with research-backed stats that prove direct marketing drives business:"56% of consumers say they have tried a new business after receiving direct mail," Dylon says.Further research indicates that 70% have renewed previous relationships with businesses.That's huge when you consider that:"Acquiring a new customer is five times more expensive than retaining an existing one," and "the success rate of selling to a customer you already have is 60 to 70 percent, while the success rate of selling to a new customer is 5 to 20 percent," reports Convince & Convert.Just as with our digital marketing efforts, remember that not every direct mail piece will yield a high return on investment.We all know that one blog or social media post won't move the needle much.The success of a direct mail marketing campaign is all about "repetition and being consistent," Dylon says. "If you send out one postcard and expect it to change your business, it won't work."Dylon gave an example of a small non-profit organization with a limited budget. This organization recently ran a successful mail and print marketing campaign. Due to its success, it was able to triple its marketing budget.The way to measure success "comes down to the design of your postcard," Dylon says, such as trackable phone numbers or QR codes on the cards.Or, you can go the old-fashioned route of asking people, "How did you hear about us?"I have to be honest.I wouldn't have considered direct mail marketing before my conversation with Dylon. But now that I know more about its strategies and tactics, I encourage marketers to look seriously at this marketing channel.If you'd like to learn more about direct mail marketing, check out the full episode by clicking the link in the comment below. 👇And, if you'd like to connect with Dylon directly, follow him on LinkedIn to learn more about him and his direct mail marketing efforts. ✉Until next time. ✌

My latest guest on the Marketing Tales Show joined me from the Golden State and helped produce an episode as rich and fruitful as California's Downieville area in the summer of 1849. Lynnice Wolf, a SaaS marketing leader, longtime demand generation expert, PEAK community member, and soon-to-be podcast host, joined the show to share some nuggets from her extensive marketing career. But marketing wasn't always the plan for Lynnice. The dream of being on TV lead her to enroll at California State University Sacramento to pursue a career in broadcasting. However, three years into her studies, she found herself at a crossroads, realizing that broadcasting wasn't for her after all. Thanks to a nudge from her best friend, who worked in marketing, Lynnice took an advertising class and marketing operation course at Cal State, leading down a new path, opening doors at organizations such as McAfee and HP Inc. Most recently, Lynnice successfully led a team of marketers as the Senior Director of Global Demand Generation at Menlo Security Inc. "Success is 20% skills and 80% strategy. You might know how to succeed, but more importantly, what's your plan to succeed?" - Jim Rohn. The way Lynnice succeeds is with a stellar framework. "A framework that has always been good to me," she said, is "S.T.E.A.M." (min. 5:50), which focuses on: S - Strategy T - Target Audience E - Engagement A - Activation M - Metrics One of the primary KPIs Lynnice uses to measure success is marketing qualified accounts, which are accounts that are currently in the market for a product, showing some level of interest and engagement with a brand. An important lesson Lynnice learned over the course of her marketing career is this: "Replace your mouth, grab those ears, and put them there," she says. "A simplified way to the key to your success." Speak less, listen more. Sit with our sales team. Understand their challenges. "We are so quick to push our initiatives (as marketers), but it often doesn't resonate (with non-marketers)," Lynnice says. "The more simple we can make it, the more effective we'll be as a team." Two books she recommends for anyone who wants to become a better marketer are: 1) "The Digital Pivot: Secrets of Online Marketing Book" by Eric Schwartzman 2) "Buyer Personas" by Adele Revella If you'd like to learn more about Lynnice or get in touch with her about marketing-related questions, connect with her on LinkedIn. And be on the lookout for her new podcast called "She Pack," a show created to empower young female professionals to support each other, gain better visibility, and allow female trailblazers to tell their stories and path to success. Thank you to Teri Marks for introducing me to Lynnice to make this episode happen. Catch the entire episode on YouTube and your favorite podcast channel. Until next time. ✌️

"Content is key; video is king!"That's how I'd summarize my latest interview on the Marketing Tales Show with entrepreneur and video marketing expert Jeff Long, owner of True Focus Media.Jeff found his way into marketing a few years after graduating from Faith Baptist Bible College in Iowa when he started an agency with some friends after not knowing what he should do after graduation. "It was like a God moment where He made things very clear," Jeff recalls. "Once I discovered [my calling], it was like this faucet of creativity flowing out." Jeff started his video marketing agency in the BYT (Before YouTube) era when video marketing was still a novelty in 2003, and he freely shared his experience during the podcast episode. Jeff's punchline: "Content is key; video is king," recurred throughout the conversation regarding content marketing. Video "demonstrates your product, it showcases your expertise, it tells your story, and it helps your SEO," Jeff explains when talking about one way to build a company's SEO foundation. A Hubspot article titled: "How Video Consumption is Changing in 2023" states that "91% of businesses use video as a marketing tool" and "that people are 52% more likely to share video content than any other type of content."I'm one of those people.When it comes to video marketing, many businesses may shy away from it due to cost, lack of ideas, or the extraordinary effort that has to go into a video marketing campaign to be effective. But not all video has to be a blockbuster production. Jeff provides some low-cost ideas that will help you get on the right track with your video marketing campaign and three types of content that will resonate with your audience. 1) Frequently Asked QuestionsThink of 10 to 20 most asked questions and create short videos about them. Put those on your website and social media platforms to boost your SEO!2) Elephants Address the elephants in the room that keep your customers from making a buying decision. Create video content about those elephants, such as pricing. This approach will build trust and often qualify customers before they schedule a call.3) UnicornsUnicorns are blog posts and articles that outperform the others on your website. "Double down on that," Jeff says. "If you have content that's killing it, create videos on that blog."Repurpose. Repurpose. Repurpose your winning content! 🔥Watch the full episode by visiting the link in the comments below for more great insights about improving your video marketing efforts. 👇If you want to become a better marketer or overall more effective professional, Jeff recommends the following book: "Who, Not How," a book that helps you work more efficiently by Dan Sullivan"They Ask You Answer," a book about marketing strategies by Marcus Sheridan.To learn more about Jeff, his story, and his company, True Focus Media, visit his website and connect with him on LinkedIn. Until next time. ✌️

On the latest episode of the Marketing Tales Show, I had the pleasure of speaking with Jon Piehl, an analytics expert, seasoned marketer, and complex problem solver at Proofpoint Marketing.Jon discovered his interest in digital marketing in the early 2000s during a computer course in high school that taught him how to build websites while the internet was still in its infancy."I started to see the potential of the internet in its ability to promote businesses," Jon recalls. "Not many businesses were doing that then, and I got really excited about what digital marketing would look like in the 21st century."This passion led him to enroll at Azusa Pacific University to earn a marketing degree that build the foundation for his current position.During the episode, we discussed the crucial role of analytics in B2B marketing, including understanding convoluted buyer journeys and connecting marketing endeavors to business objectives."Early indicators that predict future success and retrospective analyses are essential for analytics-driven decision-making," Jon says.Jon pointed out the power of metrics like brand traffic, sales-qualified leads, and revenue numbers in tracking the journey from brand affinity to actual revenue.Jon's emphasis?Tuning your message to resonate on the proper channels and removing bottlenecks in the sales process to elevate marketing outcomes.Jon also teased how generative AI and marketing mix modeling can supercharge marketing analytics.And for those daunted by AI, he recommends constantly testing and validating AI-driven recommendations.We also touched on the significance of data presentation.Jon highlighted the importance of tailoring data insights to your audience.When speaking to a CEO, connect your data to business objectives, while for a CMO, it's about the contribution of different channels to marketing objectives.Want to improve your marketing knowledge?Jon suggests picking up a copy of "Positioning: The Battle for Your Mind," by Al Ries and Jack Troutor, a book published in 1980, yet still relevant today if you want to learn about how to position a brand in the market. A podcast Jon recommends is "B2B Growth" by Sweet Fish Media.To learn more about Jon or pick his brain on all things website analytics, connect with him on LinkedIn.Listen to the full episode by visiting the link in the comments below. 👇Subscribe to the Marketing Tales Show so you don't miss out on insights from the brightest minds in marketing.Until next time. ✌️P.S. a special thanks to Joseph Lewin to making the connection. 🙏#marketing#podcast#analytics

My latest guest on the Marketing Tales Show joined me all the way from the United Kingdom.This creative writer with a degree in English from Falmouth University turned his passion for higher education into an occupation.He is a seasoned marketing expert, writer, and internet culture nerd, who shares insightful higher-ed news fortnightly from his Nintendo room in a market town and borough in the Staffordshire region of England.Meet Kyle Campbell, Founder and Managing Director of Education Marketer.When I asked him why he chose to serve the higher-ed industry, he said, "I always loved higher education and had a fantastic time as a student," he explained. "Some people hate working on their dissertation and doing research; I happen to love it."The admiration carried over into the professional sector.After a few years of working at agencies as a young marketer, Kyle returned to his first love and started building his communications career at several Universities on the British Isles, where he remained for over eight years until starting his newsletter, the Education Marketer."I always found when I worked at a university as an employee, the last thing on the agenda was your own personal development," Kyle recalls.He wanted to change that and created a resource tailored to people like him, an education marketer.The company started as a free weekly newsletter, then a podcast, followed by a daily LinkedIn post with valuable nuggets that are easily digestible."Content is marketing these days," Kyle stresses. "If you want to be the person someone thinks of when they have a problem, you have to show up regularly and add value to their lives."One of his passions lies in community and peer-to-peer marketing, which this episode focuses on.He reminds us that in the past, brands had control, and consumers had to get past gatekeepers to access information about an institution.Today, however, thanks to the internet, when a prospect gets in touch with a university, they probably already know everything they need to know about your institution."That's where the peer-to-peer angle comes in," Kyle says.He suggests universities facilitate these peer-to-peer conversations on platforms like Unibuddy or Zeemee.But avoid the notion that peer-to-peer is only between prospective and current students.Kyle mentioned a study by Unibuddy that revealed that "56% of students find it more valuable to speak to another perspective student considering the same institution than a student who is already there."To learn more about leveraging the power of peer-to-peer and community marketing within higher-ed, check out this week's complete episode with Kyle by following the link in the comments below.And if you'd like to get your daily dose of bite-sized higher-ed marketing insights, connect with Kyle on LinkedIn and subscribe to his bi-weekly newsletter, "The Education Marketer."You'll be glad you did.Until next time. ✌️

My latest guest on the Marketing Tales Show found her way into the industry while working an internship during her Junior year at Florida Atlantic University.Her degree in English with a concentration in writing and rhetoric and love for storytelling matched perfectly with the skills needed to start her career as a content creator.Meet Jenna Salerno, Email Marketing Manager at GPS Trackit and former Marketing Manager at the University of Florida Online. Jenna worked her way up the marketing ladder and has become a digital marketing expert, particularly when it comes to email marketing.We discusses various way to conduct more effective email marketing campaigns and touched on some of the mistakes marketers make and how to avoid them.One common pitfall, Jenna highlights, is over-communication.With the digital age's constant noise, she stresses the importance of not overwhelming subscribers with too many emails.Marketers need to strike the perfect balance of being present without being annoying, which can be achieved by using a content calendar for controlled and mindful communication across all departments.A common reason for unsubscriptions is the bombardment of irrelevant content, a situation easily avoidable with a well-segmented email list.Marketers should invest time in maintaining up-to-date audience lists, taking advantage of automation tools where possible.Jenna also mentions the importance of an unsubscribe option in email campaigns to avoid the dreaded spam tag.She encourages marketers to continuously test new strategies, adapting to the dynamic landscape of digital marketing.Some of the key elements of successful email marketing campaigns include:- An engaging subject line, - Concise and relevant content- Appropriate communication frequencyAlso, remember to A/B test to figure out what resonates best with your audience.To measure campaign success, she recommends observing metrics such as:- Open rates- Click-to-open ratio- Opt-out rates- Click-through rates- Subscription ratesThen, adjust your strategies accordingly.When I asked her about her preferred email platform, Jenna endorsed Pardot for its seamless integration with Salesforce.She also suggests HubSpot as a go-to resource for marketers to learn and gain SEO certification.If you'd like to learn more about Jenna, connect with her on LinkedIn to learn more about email and all things digital marketing.So, if you're ready to boost your email marketing game, don't miss this insightful episode of the Marketing Tales Show.Until next time. ✌️

My latest guest on the Marketing Tales Show joined me all the way from Bangkok, Thailand. In 2009, this Pennsylvania native withered away in a cubicle in the capital building in Harrisburg, PA, working "the most boring job you'd ever hope to have" and thought to himself: "I need to get out of the U.S.," packed his bags, hopped on a plane to Southeast Asia, traveled the region, and ultimately settled in The Big Mango because of its rural and likewise metropolitan appeal.Meet William McLaughlin, Markets Manager at KPMG Law, Asia Pacific, and Managing Member of BD Roundtable, a platform for legal marketers to come together, find resources bounce ideas off each other either virtually or in person. William initially worked for a research department at a local university but then ended up falling into a job at Baker McKenzie, an international law firm headquartered in Chi-town, with offices located in Bangkok.He got that job through a connection he made with a kid years prior at a summer camp in Pennsylvania, who just so happened to be the exiting BD Rep at Baker McKenzie, who was kind enough to put William's CV in front of the hiring manager. "A week later, I was doing a Chambers submission," he recalls. He liked the gig so much that he stayed on for over three years, learning everything he could about legal marketing through research and building connections with other legal marketers.He particularly enjoys legal marketing because every day is different, and the skills he developed so far are transferable to any industry. "One day, I'm planning a big conference, another day I'm editing the website, another day I'm training lawyers on how to do business development, so it keeps you on your toes, it keeps you busy," William says. He's particularly fond of the tech side of marketing and figuring out the visitor's journey by analyzing analytics. Analytics, according to William, forms the backbone of an effective legal marketing strategy. He stresses the importance of understanding user interactions with the website, identifying well-performing content, and optimizing for better engagement. Personalization emerged as a key theme, with William advocating for more authentic imagery and content that resonates with the clientele.One of the things he noticed website visitors do when they read an article on a page is navigate to the lawyer's profile who authored it. That led him to move the lawyer profile more front and center and made them more engaging by simply adding a video with the lawyer giving a brief introduction about themselves. If you'd like to learn more about his journey and insights, don't miss out on this episode of the Marketing Tales show.And if you're ready to dive into the fascinating world of legal marketing analytics, feel free to connect with William on LinkedIn or check out the BD Roundtable page. Until next time. ✌️#marketing #podcast #marketingtalesshow

Meet Brian Piper, Director of Content Strategy and Assessment at the University of Rochester, co-author of the 2nd edition of Epic Content Marketing, and my latest guest on the Marketing Tales Show.As a creative writing major, Brian initially wanted to work as a freelance writer for rock climbing and skydiving magazines.This love for skydiving stemmed from his time as an enlisted soldier in the U.S. Army Airborne Infantry. After an honorable discharge, however, he worked as a web developer, leading to a job in advertising.But the desire to get into marketing didn't spark until he read the first edition of Joe Pulizzi's "Epic Content Marketing," which had such an impact on him that it changed the trajectory of his career.He decided to go all in and learn as much as possible about the topic by attending industry conferences, speaking at events, and joining content marketing groups.That passion met with diligence resulted in a masterstroke of content marketing wisdom - the second edition of the book "Epic Content Marketing," Brian co-authored with Joe Pulizzi.Simultaneously, Brian started his role as the Director of Content Strategy and Assessment at the University of Rochester.Brian touched on the importance of understanding the different audiences in higher education marketing, including potential students, faculty, staff, graduate students, and international students.He notes that higher education is often siloed, and it's important to have a clear content marketing strategy and understand each audience's needs and goals.To achieve this, institutions must be proactive with their content, listen to their audiences, use social proof, and measure and track success to adapt to changing trends.Staying educated by following experts, attending conferences, and engaging with relevant content is crucial to keep up with the fast-paced digital world.Brian discusses measuring a content strategy's success, stating that it depends on what specific goals the strategy is trying to achieve.For example, if the goal is to increase brand awareness, he suggests measuring performance based on traffic, page views, and actions taken in response to calls to action.He advises marketers wanting to advance their careers to be nimble, adaptable, and open to new ideas.Two must-read books for aspiring marketers:The second edition of "Epic Content Marketing" and "Everybody Writes" by Ann Handley.Eager to connect with Brian and learn more about content marketing?You can find him on his website (brianwpiper dot com) and social channels, including LinkedIn.An exciting world of content strategy awaits!Until next time. ✌️

My latest guest on the Marketing Tales show is a seasoned demand gen marketer, podcast host, and the director of an international non-profit organization in Kenya. Meet Joseph Lewin, a man who started his marketing career in Kakamega, a town in western Kenya, about 15 miles north of the Equator, where his wife started the Waweza Movement, a non-profit organization that houses, feeds, and educates 50 children from vulnerable backgrounds. He took photos and videos of kids in Kenya for a sponsorship program, learning how to make the movement by building relationships with local marketers. After leaving Kenya, he and his wife traveled Europe, taking photos and videos for high-end hotels' social media in exchange for a few nights' stay, further gaining real-world experience, and building his marketing muscle. He steadily grew his marketing skills, working in several industries, then doubled down on LinkedIn in 2021 and launched a podcast called, The Strategic Marketer. It was there that he interviewed his future CEO, who ultimately offered him a job at Proofpoint Marketing, the company he works at today. "Show a man a job board, and he'll apply for weeks. Teach him how to interview potential employers, and he'll never have to submit another application again." As Director of Growth, Joseph builds out Proofpoint's internal marketing and sales teams to enable them to equip their clients to create marketing programs that build relationships at scale through digital marketing content. One of his projects includes a show called "Relationship-Led Growth Live," a community that combines marketing and sales strategies to help build relationships at scale, initiate conversations with ideal customers, and turn those conversations into pipeline and revenue.If you've followed the Marketing Tales for a while, the recurring theme for today's successful marketers is: NetworkingBuilding relationshipsJoseph's strategies to drive demand include participating in podcasts and hosting live webinar events because they are scalable. Why? "Because they help you build relationships," Joseph says. "You're getting the direct relationship value, but you're also getting the demand gen side where you're seen as an industry influencer."Some ways demand gen marketers go wrong:"If you're just passively waiting for people to talk to you, it's a huge miss," Joseph emphasizes. So, instead of waiting for prospects to fill out a form, host an event, give value, follow up, and create authentic conversations with your prospects over time, instead of the old, solely transactional, lead gen approach. To learn more about the benefits of demand gen marketing, listen to the full episode by clicking the link in the comments below. If you'd like to learn more about Joseph, connect with him on LinkedIn for more relatable content. Until next time.

Those who tell the stories rule the world, and if we had more storytellers like my latest guest on the Marketing Tales Show, the world would be a better place.Meet Giovanni Sanata, a Writer at the University of Florida Online's marketing department.Giovanni earned his Bachelor of Science in Advertising at The University of Florida College of Journalism and Communications and recently received his acceptance letter to join CJC's Mass Communications Masters program.Go Gators! 🐊After earning his undergraduate degree, he worked several marketing jobs until he found his calling at UF Online in 2021.As a CommuniGator, he mainly focuses on telling compelling student stories to spotlight the resilience and grit of current students and alums of UF Online.He has a way with words that takes the reader on a journey -- a hero's journey -- to a time gone by.His style evokes emotion and paints a picture of the protagonist at life's crossroads, motivating even the most reluctant higher-ed skeptic to reconsider their decision to forgo their postsecondary education.Many UF Online students are non-traditional learners with tremendous life experiences who realized at one point or another that they want to continue their education."Whenever we see an opportunity that highlights how [students] overcame adversity and are still pursuing their degree, that's what we know will make for a great story," Giovanni says.Spotlighted students are either referred or discovered by the UF Online marketing team.Once a connection with a student is made, Giovanni schedules the interview, records it, listens to it several times, and pulls quotes that resonate not only with him but also with his audience.With the initial notes gathered, he creates a story frame, then digs deeper and crafts a narrative that will honor the student."When students come back to me and tell me: 'You really did my story justice, and I hope that someone else gets to resonate with it as well,' that right there tells me I did a good job," Giovanni says.His biggest advice to aspiring storytellers is to be flexible."You may want to be a writer in a specific niche, but sometimes getting your foot in the door as a writer pretty much anywhere can be a great start, and that can help you get to where you eventually want to be," Giovanni says.He also stresses the importance of networking and building relationships."A big part of marketing and public relations is who you know," Giovanni says. "It's very important to surround yourself with like-minded individuals and build a strong network."If you want to broaden your network, connect with Giovanni on LinkedIn.If you're a current student or alumnus at UF Online and want your network to know your story, contact Giovanni and ask him how to get featured in an upcoming student spotlight.To learn more about higher-ed storytelling, watch the episode by clicking the link in the comment below.Until next time. ✌️

I'm thrilled to share the latest guest on the Marketing Tales show, who joined the podcast all the way from Sydney, Australia, to convey his insights on how to best market a business in the professional services industry, particularly law firms. Alistair Marshall earned his degree in Monetary Economics from the Chartered Banker Institute in England and worked several years in sales in the UK before starting his consultancy business to help law firms market their services.Alistair started helping professional services companies like law firms because of the need he saw due to a lack of business development training offered at law schools. "If you have a marketing problem, you can't get meetings with prospects or referrals," he says. "If you have a sales problem, you can get a coffee meeting with people, but you can't close them."Alistair has enormous empathy for lawyers trying to grow their practice who have never been taught how to do it. He says the success of a professional services business depends on two things: Operational Competency x MarketingMeaning how good you are at what you do multiplied by how good you are at telling people about how good you are at what you do. The best way to start marketing your professional services firm, Alistair says, is to focus on your digital footprint because today's digitally empowered buyer won't buy anything without first googling someone. Your website or legal directory profile is your salesperson who works 365 days a year and never takes a day off. The second part of standing out in a saturated market is focusing on a specific practice area. "No one hires a generalist in 2023," Alistair explains. "Industry specialism prevents you from becoming redundant because people prefer a specialist over a generalist." And the third part is the importance of networking. Alistair calls it "to eat your way to success." Imagine scheduling 2-3 external meetings a week with prospects and referrals. That's up to 150 meetings a year, and good things happen when you go and talk to people. If that's too big of a time commitment, start with 2 hours a week.Alistair recommends Tuesday, Wednesday, or Thursday, preferably around lunchtime, to get out from behind your desk and meet people. A recent research study of 150 law firms conducted by Alistair reveals that most businesses with perfect-profile clients were closed during one-on-one meetings. Alistair recommends lawyers meet with the following groups of people:Five existing clients to gain ongoing businessFive prospects to build relationships and trustFive referrers who can help you gain new businessTo learn more about how to market your legal services, follow Alistair on LinkedIn and listen to this week's complete episode of the Marketing Tales Show on YouTube. It's loaded with valuable insights. Check it out.Until next time. ✌️

My latest guest on the Marketing Tales show is a former higher-ed marketer turned B2B SaaS evangelist serving higher-ed clients on all things engagement, enrollment, marketing, and student success.But that's not all, folks.He's also the host of the Attention Podcast and Audience Growth teacher at Danchez, Element451's Director of Inbound Marketing, and author of the children's book "I Want To Be A Marketer When I Grow Up."Meet my friend #Danchez, a.k.a Dan Sanchez.Dan's love for graphic design led him to become a marketing leader early in his career.He was well established as a marketer when he felt the "itch" to return to school and earn his undergraduate degree in Marketing Management, followed by an MBA with an emphasis in IT Management.He specializes in audience growth and grew his LinkedIn following from 1,000 to 10,000 followers in just five months.The secret sauce to building an audience is to "build real relationships with people and make lots of friends," Dan says, which in his opinion, is the best way to build an audience in the beginning."It's kind of like making friends," he says. "You have to go one by one, be helpful to lots of people and help them succeed."When it comes to setting up a successful SaaS social media strategy, Dan likes to refer back to his days at Sweet Fish when the company developed an "Evangelist program," where the firm's leadership encouraged its subject matter experts to be consistent on LinkedIn because, in general, people engage more with personal brands than companies.It's easier to build a one-to-one relationship with a person than a brand, "which in B2B land makes all the difference to building trust with your ideal buyers," he says.Yet, nothing worthwhile is going to be given to you.Building an audience takes a lot of hard work!When Dan grew his following from 1,000 to 10,000 people in five months, he posted two to three times a day for five months, spending four to five hours on LinkedIn:Every.Single.Day.Engaging with everybody!"If you showed up to a new city and somehow discovered where all the social gatherings were, worked the rooms, shook hands, laughed, and listened to people, you'd make a lot of friends, and it won't be long until the whole city knew your name," Dan says.It's the same thing on LinkedIn, except that you show up in people's comments, engaging with the people there.That kind of grit and determination can work for anybody.You just have to decide to go all in.For more nuggets on making new friends on social, listen to the whole episode by clicking the link in the comments below.To learn more about audience growth directly from Dan, follow him on LinkedIn or visit his website, danchez.com, to discover links to his social media channels, podcasts, and blog.And if you have little ones, get a copy of "I Want To Be A Marketer When I Grow Up."I did, and my kids love it.Until next time. ✌️

My latest guest on the Marketing Tales show is a well-traveled and incredibly cultured international man of mystery who entered this world in the shadows of the Austria Alps, grew up in the Philippines, received his education in the city-state of Singapore, and developed his marketing acumen in Shanghai, China. Meet Christian Klepp, the co-founder and director of client engagement at EINBLICK Consulting Inc., a Toronto-based consulting firm, and host of the B2B Marketers on a Mission Podcast. Christian received his business/commerce degree from the Management Development Institute of Singapore (MDIS) before starting his marketing career over two decades ago. After an initial stint as a marketing executive at a firm in Germany, Christian moved back to the Far East and remained there for nearly 15 years, learning the language and cultural norms of the Chinese people before relocating to Toronto, Canada, where he started his agency. When I asked him "Why China" in our pre-show interview, he answered: "Why not?!" revealing a stereotypical ignorance within me I didn't know I had. We fear what we don't understand. 💡This show sometimes helps shine a light on those corners of the world that often remain hidden in our Western bubble. The first thing Christian learned about the cultural differences during his studies at MDIS is "being disciplined in everything that you do," he recalls. "In life, there will always be problems, but you have to learn to view the problems from different angles to come up with the right solutions."Talking about problems. In this age of economic globalization, businesses can offer products far beyond their borders, and the Chinese market, with its estimated $14.9 trillion GDP, could prove lucrative for many Western corporations. But there are several pitfalls companies could find themselves in if they fail to do their homework before entering markets abroad.Two common barriers Christian observed companies struggle with when entering the Chinese market: 1- The language barrierThe language has profound meaning with several layers of complexity a simple AI translator can't navigate. If companies try to translate their marketing copy with Google Translate, they'll quickly alienate themselves from their prospective target audiences. 2- The cultural barrierMany Asian societies, including China, are based on hierarchy and the "concept of face," not observed in the West. The "losing of face," the "saving of face," and the "keeping of face" are fascinating nuances explained in the video.Check. It. Out.To learn more about the different approaches marketers should know about when promoting products abroad, connect with Christian on LinkedIn or check out his agency, EINBLICK Consulting, to help you stand out in the market and drive revenue to your business.A special thanks to Robb Conlon for the intro to Christian. Until next time. ✌#marketing

In the latest episode of the Marketing Tales Show, I had the pleasure of speaking with David May, the Director of Marketing and Communications at the Los Angeles Regional Food Bank.David studied at Chapman University in Orange, Calif., and earned both his Bachelor's and Master's degrees in film.Upon graduation, he remained at his alma mater, worked in admissions for several years, then moved into #marketing, working his way into an Assistant Vice President of Web and Digital Media role at the university.After 17 years at Chapman, including his time as a student, David was ready to "finally graduate and go out into the big world and see what adventures there are out there," he recalls.Those adventures took him northwest on Interstate 5 and opened doors of opportunities at the Los Angeles Regional Food Bank, which has served 1.6 billion meals since its inception in 1973.As Director of Marketing and Communications, David works toward reaching the next billion meals served.This begs the question: how does one market a non-profit in 2023?1 - Knowing your audience 2 - Distributing messages through modern marketing and low-cost practices"We have a high emphasis on ROI," David says.Focusing on #publicrelations efforts is one way to keep the cost down and awareness up.During the pandemic, food banks were a big part of the national story. The LA food bank gained coverage by notable outlets such as AP, Reuters, MSNBC, and many more, receiving nearly half a billion dollars in earned media coverage."One thing we like to do to ensure the media continues to work with us is to drop everything, and we get them what they need," David says.When it comes to food donations, those primarily come from farmers, growers, wholesalers, and grocers in the LA County area.Donations of funds are also invaluable, and the food bank partners with major corporations and professional sports teams in LA."These are organizations that want to make a big difference in the community," David says. "They call us and ask 'what can we do, how can we help?'"As a thank you, the food bank amplifies that message and shares the goodwill these companies show with its 200,000 newsletter subscribers and additional social media followers.Talking about the newsletter, if you're interested in learning more about the Los Angeles Regional Food Bank and its story, visit its website and sign up or follow the food bank on social media.To get in touch with David, connect with him on LinkedIn or email him at [email protected] to learn more about how you can positively impact the people of LA County.Thank you, David, for being a part of the show, and thank you Kat Liendgens, for making yet another intro to a marketing leader.Until next time. ✌

I don't often interview people who used to be in the job I'm in today, but when I do, I make sure we talk about their days at Hannon Hill and how they've evolved since leaving the company. Holly Wright, a Georgia Tech MBA grad, former Hannon Hill marketing specialist, then manager, and current VP of Marketplace Success at Appfire, was the latest guest on the Marketing Tales show. Holly discovered her passion for marketing during her junior year in college when she enrolled in some marketing courses while majoring in industrial design. She enjoyed it so much that she earned a marketing certificate, completed her bachelor's degree, took a marketing role right out of college, and then returned to Georgia Tech for her MBA. #highperformerAs the VP of Marketplace Success at Appfire, an enterprise collaboration software company, Holly optimizes how Appfire presents itself on various software marketplaces and manages relationships with upstream software manufacturers. An important lesson she's learned throughout her impressive marketing career is to be adaptable because things constantly change in the marketing industry, especially in a high-growth, fast pace company. "Thrive on change and grow together," Holly says, echoing Appfire's core values. Being emotionally neutral about the changes that may come your way is another advice she offered during our conversation. Too often, we get hung up on the inevitable and should remember Heraclitus' sage words: "The only constant in life is change."Embrace it, and see adversity as an opportunity.If you're a marketer looking to grow in your career and get to a manager, director, VP, or CMO level, figure out a way to get some management experience. If there is no opportunity to manage others, raise your hand and take on different projects unrelated to your department to increase your visibility there. Most importantly, "be upfront about your goals and intentions," Holly says. Also, "look for a company that is growing fast because opportunities abound when a company is growing." All ships rise.Of course, being on the pulse and furthering your education is always a plus, and earning an MBA is one way to do it.Another is self-education, and Holly recommends the following two books to become a better marketing leader:The Lean Marketplace by Cristóbal Gracia and Juho MakkonenPredictably Irrational by Dan ArielyShe also signed up for a Reforge membership to further her knowledge of pricing and monetization. Something she's in charge of as the VP of Marketplace Success. To get in touch with Holly and learn more about her or Appfire, connect with her on LinkedIn or follow her on Twitter @hollygowrightly. And if you're in the job market, check out Appfire's job board.Cheers to you, Holly, and thank you for paving the way for me at Hannon Hill.A special thanks to Kat Liendgens, CEO of Hannon Hill, for connecting me to Holly. Until next time.

My latest guest is an amazing marketing leader and the first CMO on my show!Laurie Hood, a proud Clemson University grad, studied economics and computer science before starting her marketing career.Laurie entered the tech marketing arena right out of college. She forged her way through the ranks at many well-known corporations and now holds the position of Chief Marketing Officer at Mobilewalla, a data and artificial intelligence company headquartered in Atlanta, Ga. As a B2B SaaS marketing executive, Laurie’s team uses various marketing channels to get the message about her product out, such as social, SEO, paid ads, webinars, and industry conferences.“We get tremendous success with paid social,” she says. But, “I’m very much about quality, not quantity, so when I send a lead to my seller, I want to be sure that the prospect knows who Mobilewalla is and that receiving a phone call from us is not going to seem weird.”Highlighting the importance of adequately moving a prospect down the sales funnel.AwarenessInterestDesireCloseBut the tried and true way to receive MQLs usually comes from in-person events, such as industry conferences, because of the value of face-to-face interactions. Back to her quality-over-quantity approach, Laurie’s team differentiates prospects by hot, warm, and cold leads during field marketing efforts after receiving a business card.“What I don’t want is to get 1,000 business cards, and 950 of them just wanted our giveaway,” Laurie explains. Hot leads go directly into Salesforce, then get assigned to sellers, and become SQLs. Warm and cold leads are added to a separate list and receive nurture campaigns, and as these warm and cold leads convert through nurture, they eventually become SQLs.An excellent way to bring awareness and generate demand, especially at conferences, is through thought leadership presentations, she explains. A few key things that help you succeed:Don’t make your presentation a sales pitchIdentify qualified speakersKnow your audienceAbout the third point, depending on the situation, certain industry audiences appreciate speakers who are practitioners, not managers. Laurie is known to have asked junior-level employees to speak at events to build a bridge and relatability between her audience and the organization a senior-level executive may not be able to achieve. “Everyone has something to contribute,” Laurie says. “You just have to get your people on the right topic with the right group.”A great lesson in leadership! Talking about lessons, one of the most important lessons Laurie learned during her successful marketing career is to be empathetic with non-marketers and back up efforts with data to help them understand why she implements specific strategies and tactics. To get in touch with Laurie to talk marketing or learn more about Mobilewalla, connect with her on LinkedIn or email her at [email protected] next time.

My latest guest first appeared in my car’s speakers as I headed southbound on Georgia SR 400, ready to start a new career. I needed to learn about higher-ed marketing fast, and The Higher Ed Marketer podcast, co-hosted by Bart Caylor, gave me practical higher-ed marketing insights I could use immediately. Bart, a graduate of Anderson University with a degree in graphic design, always knew he wanted to help people succeed and help them solve complex problems. A career in marketing gave him that outlet as he built his first website for his alma mater in 1997. Bart worked for major corporations and various nonprofit organizations throughout his marketing career. However, no project gave him more joy than the one he completed for Anderson U in ’97. In 2011, after the great recession, Bart started Caylor Solutions. His marketing agency works with education organizations to improve communication, enrollment, and development efforts through strategic brand, marketing, websites, print, and digital collateral.He’s a serial content creator, and when I asked him about his approach to cranking out consistent, relevant content, he said: “You want to be useful to people, as opposed to just promotional. The organizations who educate are the ones who succeed, not the ones who promote.” He meets with his team twice a year to brainstorm higher-ed marketing trends and concerns and creates an editorial calendar from the information gathered. His editorial calendar, however, is a living document, and he’s been known to call audibles from time to time depending on the latest technology changes that may affect the industry, e.g., ChatGPT and generative AI.AdvertisementsREPORT THIS ADAlways on the pulse of what’s going on in higher-ed marking, Bart knows that a school’s website is the first and most important tool for enrollment marketing.Four ways to make a website more enrollment-focused:Know who’s it for (students, caretakers, etc.)Tailor it to your prospect’s needsMake it understandable (cut academic jargon)Show outcomes (ROI/social proof)Three ways prospects get to a higher-ed website:Legacy (family members attended)Influencers (teacher, coach, or pastor told them)Discovery (people find a school through searchOf course, given the nature of this platform, be sure to follow Bart on LinkedIn for the latest higher-ed marketing news, updates, and content strategy tips, and listen to his podcast, The Higher Ed Marketer Podcast, which releases new episodes every Tuesday morning. Remember to listen to the full interview on my YouTube channel by visiting the link in the comments below for more insights on making your website more enrollment focused. Bart, thank you for your continued support and the value you bring to the higher-ed industry. Until next time. ✌️Advertisements

My next guest fell into marketing by chance, and we're all the better for it!Nick Bennett studied Sports & Movement Science at Salem State University, planning to become the next big athletic director or professional sports agent when he realized he needed to further his education to do so or start selling tickets for the Red Sox at $10/hour. No fun! So, he decided to get into sales, which then put him in various marketing roles, eventually earning him a job as Sr. Director of ELG & Evangelism at Airmeet, a virtual event platform focused on a people-first approach. Nick also hosts the Anonymous Marketer Podcast, a show that answers marketing-related questions many want to ask but are afraid to utter for fear of looking ignorant. "I want this to be a safe space to ask questions to help marketers," Nick says. As a SaaS marketing leader, to Nick, the creator economy is the future. "It goes back to embracing a people-first mindset," he says. "We want to empower people to be creators, whether through podcasts, blog posts, or social media engagement."The creator economy is still in the early adopter phase. However, Nick predicts that in about three years, MarchTech and SalesTech firms will change their strategy and hire full-time creators or work with them externally to help with their marketing needs. As someone with nearly 50k followers and over 15 million eyes on his content over the last three years, he thanks his former boss @Kyle Coleman for encouraging him to post about field marketing on LinkedIn. He was an overnight success! Or so you'd think. "I started creating content around field marketing for six months, and no one liked my stuff," he recalls. "It was crickets!"He saw some traction after six months, but it took about one year of posting five times a week to see a significant engagement increase. "I think when you stick with it long enough, people will like you for you," Nick says. "Being your authentic self, people will like the content you create regardless of what it is about."Know that there are tons of lurkers on LinkedIn who will never engage with your content but will send you DMs thanking you for the difference you made because of your efforts. If you're thinking about being part of the creator economy, "do it because you want to, not because someone told you to do it. Do it because you're getting joy out of it," Nick says.Educational content usually gets the most traction.Two lessons he's learned throughout his marketing career: 1) Haters Hate. Creators Create! 2) Don't be afraid to fail and talk about it!"It's ok to talk about failure, and it's ok to have them," Nick says. Most importantly, remember lessons learned, and keep moving forward, my friends. If you're a content marketer, Nick suggests checking out the Revenue Vitals and Content Logistics podcasts.To learn more about Nick, check out the full episode in the comments and follow him on LinkedIn. Until next time. ✌️

I'm excited about this episode with my friend Kaushik Prakash and can't wait to share it with you! Kaushik and I met a few years ago when I considered making a career change into marketing, and he's been an advisor ever since. Kaushik attended Korea University in Seoul, South Korea, to study Mechanical Engineering to follow his passion for cars, just to find out that he liked to admire them more than to build them. Always on the pulse and seeing upcoming trends, Kaushik rode the Instagram wave when it first arrived in East Asia, started marketing small businesses on social media, and fully emerged himself in the digital marketing game during college. Upon graduation, he landed a job as Marketing Manager at a Korean law firm, but due to the Covid-19 pandemic suffered a layoff six months into his stint. The entrepreneurial spirit that got him into digital marketing during his studies at Korea U prompted him to partner with his best mate Ethan Brooke to start Valeo Legal Marketing, an agency specializing in content marketing and search engine optimization for law firms. A big proponent of SEO, Kaushik evangelizes the benefits of SEO on his LinkedIn channel daily, emphasizing that properly optimized content results in consistent lead generation. "When it comes to paid advertising, once you stop running these ads when your marketing budget dries up, your lead flow completely shuts down," he says. "But if you're doing the foundational work with 'evergreen' content, you'll reap the results even three years after publication." Brand visibility is another benefit of proper SEO. And the more your content is featured by prominent media outlets, the better the backlinks and the more relevant your site becomes, leading to higher search engine rankings. The way to earn high-quality backlinks, Kaushik says, "starts with creating high-quality content."About keyword research tools: "invest in proper paid SEO tools," Kaushik says to help you get the most out of the content marketing efforts and create articles people actually search for. Ahrefs, Semrush, or Keysearch, are a few he recommends if you are serious about raising your SEO content marketing game. Once on the platform, type in the service you offer, then pick low-competition, mid to high-volume keywords and create content around those. If you're stretched thin and want to hire an SEO company, make sure that the agency provides you with testimonials, references, and industry-specific case studies. "Choose an agency that is industry specific to get the most out of the partnership," Kaushik advises. If you want to learn more about SEO, check out HubSpot SEO-related content and take one of their courses, and if you'd like to learn more about the different tips and tricks legal marketers should know about, tune into "The Legal 2¢" podcast and follow Kaushik Prakash right here on LinkedIn for your daily dose of SEO related content. Until next time. ✌️

A marketing leader for 20 years, Caroline Dunn, shared her marketing insights with the detailed attention of an electrical engineer on the latest Marketing Tales episode.Electrical engineer?!You heard that right!Caroline earned her BEE and MSECE in electrical engineering from Georgia Tech. She was ready to save the world with her innovations upon graduation and tell everyone about it.However, the engineering communications arm wasn't the best at that time and didn't tell compelling stories about the world-changing innovations engineers created.Her solution?Earn an MBA in marketing, and be the change she wanted to see in the engineering world.In her current role as the VP of marketing at Wahsega, a company that provides PA systems to K-12 schools, she aims to protect people and buildings. Her systems are used for announcements and emergency notifications, whether that's a lockdown or severe weather warning.For her, success is more than MQLs, "we could potentially save a kid's life, and if I save one life in this job, it will all have been worth it," she says.She focuses on account-based marketing, which is done by personalizing the buyer's journey and tailoring communication to the needs of specific accounts.When it comes to content marketing, Caroline utilizes videos. Just last year, her team produced 40 short-form FAQ videos. Each video is under one minute.Perfect for YouTube #shorts!Blog posts for SEO are also a big priority for her."Content is king" and "work smarter, not harder" are some things we've all heard working in marketing.One way Caroline repurposed her case studies was by turning them into a beautiful ebook available for download, now serving as a lead magnet.Brilliant! 💡Her thoughts on AI and ChatGPT?"As an engineer, I am always on the side of innovation, and I feel that AI is another form of innovation," she says. "Specifically for marketers, we use ChatGPT as a research tool to help reduce the time it takes to research legal rules relevant to our audience, such as Alyssa's law."An important lesson Caroline learned over her 20-year marketing career is this:"You're going to make mistakes, I've made plenty, and you're going to learn from your mistakes," she says.Don't be afraid to fail; be willing to change your approach. That's the beauty of marketing, it's an ever-evolving industry, and you have to change with it to be successful.And to grow, you have to always be learning, and to do that, Caroline recommends the following books to anyone with the desire to develop their marketing career:📕 MOVE by Sangram Vajre and Bryan Brown 📘 Anything by Seth GodinBut remember, "go with the flow, be in the know about what's hot and what's not in marketing," she says."Because by the time you're reading this, there may be the next best thing on the market to follow."So, always be in the know and on the pulse of what's going on.Until next time. ✌️#marketing#podcast

Sometimes you meet someone so positive that their energy transcends the virtual realm and lifts your mood as if they were right next to you. That's what I felt during my latest interview with Teri Marks, Marketing Manager of Peak Community. Teri started her career in graphic design, working towards an agency life until B2B marketing caught her eye. She quickly realized that's where she wanted to be and has been ever since. Building trust with your audience is essential in B2B marketing. When it comes to social proof, there is no one-size-fits-all approach. Sure, create case studies, customer spotlights, and video testimonials, but know where your customers consume that content. What may work for one particular industry may not work for another. Creating that awareness and knowing your audience is key!To create that awareness, "it's important for marketers to have a solid idea of the needs of customers and then try to solve those problems," Teri says. Also, don't forget to highlight your customer-facing employees to build relationships, connections, and trust. "Great marketing leaders will always elevate their team members," Teri says. Another way to build trust is to convey that you are an expert, and by partnering with you, they will get the best ROI. That's where thought leadership comes in. The term "thought leaders" was first coined by Joel Kurtzman, former editor-in-chief of Strategy+Business magazine, and has come a long way. With the invention of social media, influencer marketing is not just for the Seth Godins of the world. Now anyone who shows up consistently and shares their insights will inevitably build trust with those interested in a topic. Take heed! If you're an employee or an employer planning on entering the thought-leadership area, you must establish expectations early, so each side knows the other's wants and needs. But realize that creating awareness and trust takes time. "You have to be genuine because we can all tell when someone genuinely wants to help from those who are there for their own benefit," Teri says.To provide the best value for your audience, be in the know, listen to sales demos, and work closely with customer success to determine your audience's challenges. "Guessing what might be the problem ends you up in that 'take a left turn when you should have taken a right, kind of situation," Teri says. An important lesson Teri shared reflecting on her successful career as a B2B marketer is to "always be learning." "I have learned something from every single person I've worked with, and marketing leaders who instill this ethos into their team are the ones who succeed.""MOVE - The 4 Question Go-To-Market Framework" by Sangram Vajre and Bryan Brown is a book she recommends to any marketer wanting to progress in their career."Understanding go-to-marketing is massive, huge, in that respect," Teri advises. Until next time! ✌️#marketing #content #storytelling

Back in November 2022, I sat in on a roundtable discussion on social media marketing in higher ed during #AMAHigherEd and noticed Eddie Francis seamlessly moderate the session attended by nearly 30 people with ease.The next morning I saw Eddie at breakfast, introduced myself, struck up a conversation, started following him on LinkedIn, and took note of a social proof campaign he started at Dillard University.Friends, meet Eddie Francis, Dillard University’s Director of Communications and Marketing, part-time lecturer, AMA Higher Education Marketer of the Year Nominee, and host of the “For Our Edification” podcast.Eddie joined Dillard as the MarCom director in 2019 and was impressed by the school’s distinguished list of alumni, which includes a Louisiana Supreme Court Justice, a Pulitzer Prize Winner, and university presidents.However, when he asked people what made Dillard the institution that produced such notable alumni, he noticed that there was no unifying language that explained the Dillard experience.That’s when he started the “Write Your Legacy” project, a call to the Dillard community to tell its story in a clear, concise, bold, and unapologetic way.A social proof campaign featuring students, alumni, faculty, and staff that encourages those involved in the university to share their Dillard story with others and build a community in the process.And “community is our superpower,” Eddie says. “Dillard has a distinct way of making sure that the students form this really nice, productive academic culture, and it really comes out of that strong sense of community.”Knowing his audience, Eddie’s team leans heavily on video content to share featured student stories and long-form articles for alumni, faculty, and staff stories.To ensure story contributors express Dillard’s value in one voice, Eddie’s team offers a toolkit that educates content creators about the school’s brand guidelines.As Eddie said: “it is important for folks to realize that they can look at the campaign differently, obviously, because everybody is going to bring themselves to the campaign, but we all got to sing the same song.”Emphasizing that “like the legendary Dillard University Concert Choir, [Dillard’s] community must sing with one voice to attract students, donors, and community partners.”If you’re a higher ed marketer trying to build a sense of community with your students, alumni, faculty, and staff or thought about starting a social proof campaign like the “Write Your Legacy,” give Eddie a follow, listen to his podcast, or visit Dillard’s website to learn more about the campaign.As Maya Angelou once said: “there is no greater agony than bearing an untold story inside you.”It’s time to let it out.Until next time. ✌️

Meet your customers where they are, not where you want them to be. I had the privilege of interviewing Jenny Stone, Sr. Director of Business Strategy for one of the largest cloud-based technology companies in the world. Jenny has 15+ years of marketing strategy consulting experience and worked alongside marketing teams across nearly every industry.She has a B.A. in Photography and English and earned a master’s degree in information technology. Despite her master’s degree in IT and a background in front-end programming, Jenny felt the draw towards marketing tech services early in her career. Following the sage advice “to flow where the water goes naturally,” she once heard, Jenny has successfully navigated the marketing industry currents for years. As an established consultant and business strategist, her top three keys to success for marketing teams of any size are: 1) Have organizational visions and goals and move towards them as a united front. Map out a vision with senior leadership, ensure each contributor is aware of the goals, then sprint in the same direction to reduce bloat and improve efficiency. Be sure to make your goals: Specific. Measurable. Achievable. Realistic. Timely. Revisit those S.M.A.R.T. goals quarterly and adjust as needed.2) Hire great data analysts and leverage technologies and dashboards that allow for transparent real-time reporting visible to all business units. Use that data, interpret the results, and adapt accordingly. “It’s crucial in hitting topline goals and objectives,” she says.3) Listen to your customers. Conduct customer surveys, collect success call data and consider the gathered information at annual planning summits to improve your operation. When it comes to brand storytelling, regardless of industry, video is key to distributing your messages. Why? “Because we, as people, gravitate towards TV,” she says. “Regardless of age, videos outperform static content.”BUTWhen you create your marketing task plan, “take a look at the data mentioned above and get a sense of where your customers meet you,” she says. “Not every channel and media type will work for your audience.” And, by all means, if you’re venturing into new media outlets like YouTube, be sure your customers know where to find you. Two books she recommends, a third she swears by: 1) Email Marketing Rules by Chad S. White2) Atomic Habits by James Clear3) Everything by Seth Godin! Especially “This is Marketing.”Her favorite excerpt from Godin’s book:“Marketing is not a battle. It’s not a war or even a contest. Marketing is the generous act of helping someone solve a problem – THEIR problem. It’s a chance to change the culture for the better. Marketing involves very little in the way of shouting, hustling, or coercion. It’s a chance to serve instead.”An ethos Jenny lives by and imparts on others within her charge, including you and me, if you read until this point. Until next time. ✌️

Have you considered starting a podcast as part of your 2023 marketing efforts? Two things you need to succeed:Be consistentBe in it for the long haulI had the great pleasure of getting Robb Conlon, owner of Westport Studios, on the line to learn about his story and share some advice to help aspiring podcasters get off to the right start. With well over 1,000 podcasts produced across multiple industry verticals, including education, legal, and finance, Robb knows what separates the good from the bad. One benefit to starting a podcast as a marketer is “the relationships you’ll build,” Robb says. “You’ll build much more expansive and deeper relationships with your guests, especially as a B2B marketer.”And as many of you know, people do business with people they like, not a faceless company. So, starting a podcast and interviewing your prospective clients or people your prospective clients want to hear from will set you apart and help you build trust with your audience. Regarding your setup, be sure you have a quiet space, but most importantly, a consistent host. “A host that can show up every single week and crank out one to two episodes a week is more important than any mic, headphone, or camera,” Robb says. About the cadence: publish your podcast weekly or better. AdvertisementsREPORT THIS ADIf you’re thinking bi-weekly or monthly, people will forget about you! “If you can get [your audience] on that “treadmill,” where they’ll know that you’ll publish an episode every Tuesday at 8 a.m., you’ll build a following,” he says.But how do I find people to interview, you might wonder? Ask!“Figure out your audience, find 50 prospective people who might be guests on your show, drop a three to four-sentence email to them and ask them to come on your show,” Robb advises. But above all things, be consistent and know that you must stay committed to the project if you want to succeed. Don’t give up too early, especially in the first few weeks or months. It takes time to build a brand and following, and too many creators in this get-rich-quick on the internet, 15-minute-of-fame world that we live in give up before they ever reap the fruits of their labor. If you’re going to start, go all the way. And if you need a producer or a trusted advisor, contact Robb Conlon and ask him about the secret sauce of getting it right in the podcasting world. Hint: That secret sauce is often not a process; it’s a person. And there is no better person that I can think of than Robb Conlon. A friend. A guide. And an overall great guy willing to take a few moments out of his busy schedule to help you get closer to your dream of becoming a successful podcast host. Until next time. ✌️#marketing #podcast #content

Look up the word Mensch and then become one.When I asked Troy Singer, who to chat with to learn more about video marketing, he mentioned Rob Clark, the creator of That Tall Family.That Tall Family has over 2 million followers across three channels:YouTubeTikTokInstagramThe brand is on track to reach 2 billion organic views in the last 22 months. I thought I’d be a long shot to get Rob on the line, but he graciously agreed to meet and share some of his insights on creating successful videos with me. Rob started making videos during the early years of YouTube. Initially, he saw little results. Sound familiar? But as the saying goes: it’s better to be prepared for an opportunity and not have one than to have an opportunity and not be prepared.So, he kept at it, continued cranking out content, and by the time short-form videos became popular, he had the necessary skill set and know-how to hit the ground running, ride the trend and gain popularity. One piece of content can change everything because you never know what will happen to it when it’s out there. That is what happened to one of his YouTube videos that initially didn’t see much engagement. That is until six months after the posting, a morning show in India, equivalent to Good Morning America, shared it with its audience, helping it gain up to 170 million views!Thus far, Rob has achieved most of his short-form video success with The Tall Family on TikTok. However, he predicts that YouTube will be the video platform of 2023 with its expanding YouTube Partner Program updates, enabling more creators to make money with Shorts, including revenue sharing on ads.Plus, YouTube is the second biggest search platform on the internet, so marketers would be wise to create video ads for people searching for products on that platform.His advice to anyone entertaining the idea of getting into video marketing: “Make as many videos as possible, don’t overthink it, and don’t decide which video is going to do well,” he said. “It’s impossible to predict what will do well and when. Just keep producing content.” As with everything in life, if you’re willing to invest time in something, it will pay off. “The more you do it, the better you get at it, and the more your brand grows,” he explains. And that’s what we’re all trying to achieve as marketers. We want to expand our reach, gain visibility and grow our brands.I hope you’re inspired to go all-in with video marketing in 2023 and step out of your comfort zone to try new things, like getting in front of the camera.Oh, and a Mensch is someone to admire and emulate. Someone who gives without expecting something in return. That’s who Rob Clark is to me after our conversation, and I’ll be sure to pay it forward when I’m in a position to help someone who can’t help me back. Until next time. ✌️

“Everyone you meet is fighting a battle you know nothing about. Be kind. Always.” Robin WilliamsA quote by the late Robin Williams that lives on because of the mindfulness of people like Elliot Lollis. Elliot, a proud University of South Carolina PR grad, brand strategist, serial question asker, and resident cheerleader at Up&UP, a marketing agency serving higher-ed clients, was my latest guest and subject of today’s marketer story.I first met Elliot and her team at #AMAHigherEd last November and thought, “that’s a fun group,” with their cornhole game in the middle of their conference booth. I later connected with each of them on LinkedIn after the event. Elliot, however, caught my attention with her engaging and meaningful content that started to appear in my feed, which I consumed with delight. Her storytelling ability, transparency, and the rhythm of her sentence structure were a breath of fresh air in an otherwise often saturated LinkedIn feed usually littered with rants.She leads with empathy and made it her mission to encourage others through words of affirmation, ensuring those within her charge that they are valuable because of who they are, not because of what they produce for the company. Wise beyond her years, I say!Three lessons she’s learned thus far in her career as a marketer: 1) Never stop being curious. Realize you can’t learn it all at once, but you will grow as you move forward, one step at a time. 2) Be flexible and adjust. There will be stumbling blocks. Expect them, and adapt accordingly. 3) Marketing isn’t a one-man show. Regardless of your firm’s organizational structure, it takes a team moving toward a common goal to achieve favorable results. 4) It’s not about you. It’s about the people you’re serving. And the more empathy you have, the more you understand those you serve. Hear! Hear! 📣She draws her knowledge from people-focused books like “Brains on Fire,” co-authored by @Gregg Cordell, which offers actionable steps for creating a word-of-mouth movement for corporations, products, services, and organizations. Check it out. 📚I’m grateful for Eliot’s time and the wisdom she shared with me. I walked away a better marketer for it, and I hope that you will, too.Want more life-giving and thought-provoking content in your LinkedIn feed? Follow Elliot Lollis today and reach out to her for all your higher-ed marketing needs. And if you enjoyed this story, like and follow me for more marketer spotlights in the weeks to come. Know any marketers I should feature on this show? Tag them in the comments below. Until next time. ✌️

Leonard Ravenhill once said that “the opportunity of a lifetime must be seized within the lifetime of the opportunity,” and Gary Hudoff did just that four years ago when the bank he initially interviewed for a bank teller’s position offered him a marketing role instead.While studying marketing at his local community college, Gary wasn’t entirely sure what he wanted to do with the rest of his life. He used his cash-handling experience gained in the retail industry to apply for teller positions at banks near his home.He got the job at one bank, but the recruiter at another bank was crafty enough to recognize that Gary studied marketing at Lake-Sumter State College at the time and proposed their open marketing associate position to him.Gary seized the opportunity, gladly accepted, and has worked in marketing since.I first crossed paths with Gary while attending UF CJC Online, where he studied advertising. We took some of the same courses, and he was always one of the first to participate in group discussions. I recognized his drive and hunger to succeed right away.After graduation, while in between jobs, Gary utilized his entrepreneurial mindset to open his marketing and design agency, Hudoff Design. Shortly thereafter, he started a new full-time job as a Marketing Specialist at Townley Engineering & Manufacturing Co.Gary always wanted to work in the creative field. As a young boy, he used to do arts and crafts and create greeting cards while spending his summers at his dad’s office. However, he didn’t know how deep his passion for marketing was until he started working in the field.He credits his current marketing position to his time working while attending school. He advises students still pursuing their degree to work in their desired field while going to college.“If you can do both, go to school and work in the field, you’ll have a huge leg up on your competition when it comes time to getting your first full-time job after graduation,” he said.One of the first things he had to learn quickly, as he went full-force in his marketing career after graduation, was the importance of independence and self-reliance when working on a small team.Most importantly, “don’t be afraid to ask questions,” he said.If you’re not given specific instructions or a manual on how to do something, ask how things were done in the past and make the position your own. You may get overwhelmed, but if you take baby steps forward, things will get better over time, and you’ll get more comfortable as you gain experience.So, if you recently graduated, or thinking about a career change, move boldly in the direction of your dream, ask questions, and trust in your creative spirit to take you from where you are to where you want to be.To learn more about Gary, follow and connect with him here on LinkedIn and reach out to him for any design-related projects or questions and be sure to follow his agency, Hudoff Design.

Welcome to the Marketing Tales Show with Chris Rapozo, a podcast created to spotlight and highlight marketers, tell their stories, and share their knowledge with those interested in all things marketing.

Relationships matterIf I had to sum up my call with Troy Singer, co-host of the Higher Ed Marketer Podcast and Digital Marketing Specialist at Ring Digital, in two words, that’s what I’d say. Troy is a proud Ohio State Buckeye alumn, seasoned marketer, and accomplished podcaster. His civic involvement is admirable, as he serves as a board member at multiple organizations in the greater Dayton metropolitan area. I was first introduced to Troy in July on my way to work through his podcast when I scrambled to learn as much about the higher-ed marketing industry as I could — fast! As I embarked on a new career in marketing, the Higher Ed Marketer Podcast hosted by Troy and Bart Caylor first served as a guide, then as a trusted friend riding alongside me into Atlanta each morning. A few short months later, I had to pleasure of meeting Troy in person at the AMA Symposium for the Marketing of Higher Education conference outside Washington, D.C. It felt like hanging out with an old pal as we talked podcasts and higher-ed marketing trends over breakfast. Troy made me feel welcome and included, which helped my inner introvert open up and get to know other folks around the conference hall. Yesterday, we had the chance to hang out virtually again, this time over Zoom, and discuss some of his recent podcast episodes, Ring Digital, and marketing-related topics. Here are 3 key takeaways from our conversation: Q 1: What advice would you give someone starting in their marketing career? A: Have a plan, work hard on the plan, but realize that you may encounter detours on the way to your destination. Don’t get discouraged, but keep moving forward, and you’ll eventually reach your desired goal. Q 2: What’s the best way to continue to improve one’s marketing skills? A: Consume as much content as you can that is distributed by respected marketing thought leaders, whether on podcasts, YouTube, blog articles, or LinkedIn. Q 3: What’s one of the most important lessons you’ve learned throughout your marketing career? A: Relationships matter! Both from a career perspective and in a way that will help you best fulfill a customer’s needs. (More about this in the video.)There you have it, folks, another great conversation with one of my marketing friends, sharing thoughtful advice and relevant insights. So, in 2023, do not ask what your connections can do for you; ask what you can do for your connections and build relationships that matter.Be sure to give Troy a fellow and listen to an episode of The Higher Ed Marketer Podcast. It’s full of great nuggets, my friends. Until next time!