Marketer of the Day: Internet Marketing Podcast

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654: Attention, Connect, Transaction, Invest, Ongoing, Nurture: Take Action and Make Money with Small Business Marketing Specialist Stacey Riska

Small Business Stacey Riska knows firsthand what great marketing can accomplish. She has won numerous awards through her career for her marketing efforts. But not all days in her marketing world were bright, sunny and profitable. In her coffee and smoothie business, which she still runs today, at one point she was $500K in debt and about to lose it all – her house, her family, her sanity. She harnessed her marketing prowess to tap into the power of using daily deal sites like Groupon, which was a key strategy that took her business from $500K in debt to a 7-figure profitable business.

Quotes

“People buy when they're ready to buy, not when you're ready to sell to them.” - Stacey Riska

“It is not your customer's job to remember to do business with you. It is your job to remind them to come back and do business again and again.” - Stacey Riska

“Stop focusing on those vanity metrics. It doesn't matter how many Facebook likes or Twitter followers you have. What matters is putting these six simple steps, the Action Marketing System, into action—literally and figuratively. Then, you will have the foundations for the business of your dreams.” - Stacey Riska

Takeaways

01:23 Small business owners often struggle with marketing due to the overwhelming number of options and strategies available.

07:58 Consistent, focused marketing efforts in small steps are more effective than trying to do everything at once.

14:14 Repurposing content across different platforms can help small business owners maximize their marketing efforts.

19:07 Setting boundaries, such as limiting email check-ins, can improve productivity and time management.

22:30 Joining a supportive community can provide valuable insights and accountability for small business owners.

Resources

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653: The Exponential Networking Strategy: Use Podcast Interviews to Interview Clients, Influencers, and Prospects with Unstoppable CEO Steve Gordon

Steve Gordon is a bestselling author, the founder of The Unstoppable CEO, and the host of The Unstoppable CEO Podcast (now Authority Builder Podcast) and has written over 400 articles on marketing for service businesses. Through his firm, he helps service business entrepreneurs create leveraged marketing systems so they can spend less time on business development, and more time on what matters most.

When he was just 28, Steve became the CEO of an engineering/consulting firm -- but he knew nothing about marketing or selling services. Twelve years later, after growing that firm's revenue by 10-times, Steve started his second business, consulting with businesses across 30 industries—including manufacturing, professional services, construction, and consulting—to design sales, marketing, and referral systems for high-ticket/high-trust products and services. He's here to share what he's learned throughout his journey to help you attract your ideal clients and achieve the business goals you've been dreaming of.

Quotes

“What makes us unique is that we take a long-term view to building a business. Many marketing tactics focus on short-term gains, but we prioritize sustainable growth.” - Steve Gordon

“Over the last year, we've been focused on our clients and ourselves. We've been using the medium of podcasting to build relationships, create trust, and really set up those long-term connections.” - Steve Gordon

“If you want to make your business successful, you've got to have a strong team behind it. As the business owner, focus on the one thing only you can do: show up, be the face of the business, deliver the message, and create those relationships.” - Steve Gordon

Takeaways

00:56 Building long-term client relationships is more profitable than short-term marketing tactics.

02:53 Podcasting is an effective way to build trust and create connections with clients, influencers, and prospects.

05:01 Committing to a consistent content creation strategy over several years can create a powerful asset for a business.

08:58 Balancing different types of podcast episodes, such as client interviews, influencer interviews, and solo episodes, can keep the content engaging and valuable.

16:21 Focusing on the people you interview, rather than worrying about the technical details, can help overcome the initial fear and hesitation of starting a podcast.

21:47 Having a team to handle the technical aspects of podcasting allows business owners to focus on building relationships.

Resources

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652: Top Line Results: Create an Inbound Organization Through Helpful, Educational, Attractive Marketing with Todd Hockenberry

Today's guest is Todd Hockenberry, Owner/Founder of Todd Hockenberry, Inc. (formerly Top Line Results,) a global leader in educating and helping B2B companies adapt to Internet-driven changes in buying behavior. Todd is the co-author of Inbound Organization: How to Build and Strengthen Your Company's
Future Using Inbound Principles, released in April 2018 by John Wiley & Sons.

In his book, Todd shows leaders how to build their company's future around inbound principles and strengthen the structural foundations necessary to deal with the changes in buyer behavior. Todd helps business owners and leaders understand that mission matters, culture is destiny, and the way their prospects and customers want you to market, sell, and service them is changing, and most importantly, what to do about it.

Quotes

“Your mission and culture must change first. Create a situation where everyone in your company understands what customer focus means, the kind of customer experience you want to deliver, and their role in delivering it.” - Todd Hockenberry

“Your strategy is up to you. How you deliver it to your customers, how you communicate your tactics, and which channels you use should be dictated by your customers. Your customers should determine where you go because those are the channels they use.” - Todd Hockenberry

“Start with value and customers. Focus on them, work backwards from their needs, and then figure out your tactics.” - Todd Hockenberry

Takeaways

01:40 Adapting to internet-driven changes in buying behavior and creating a digital experience from the customer's perspective is crucial for B2B companies.

06:25 Applying inbound principles across the entire organization, not just the marketing team, is crucial for delivering a great customer experience.

13:04 Understanding the customer's business, how they make money, and the outcomes they are looking for is essential for effective B2B sales and marketing.

17:00 Understanding customer needs and providing value beyond just products or services is key to effective B2B marketing.

21:18 Focusing on tactics over strategy and not understanding customer needs are common mistakes B2B marketers make.

Resources

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651: Rise Together to Find Leadership Within Your Organization: Strategic Clarity, Accountability and Systems, Governance, and Rivalty Control with Ron Carucci

Ron Carucci is co-founder and managing partner at Navalent, working with CEOs and executives pursuing transformational change for their organizations, leaders, and industries. He has a thirty year track record helping some of the world’s most influential executives tackle challenges of strategy, organization and leadership. From start-ups to Fortune 10’s, turn-arounds to new markets and strategies, overhauling leadership and culture to re-designing for growth, he has worked in more than 25 countries on 4 continents. In addition to being a regular contributor to HBR and Forbes, and has been featured in Fortune, CEO Magazine, BusinessInsider, MSNBC, Inc, Business Week, Smart Business, and thought leaders.

Quotes

“We all have the capacity to change the stories we tell ourselves. However, if we don't, those stories about ourselves and others can start to feel like the truth.” - Ron Carucci

“It's all really fixable if you invest the time to attend to it. When you let it go or ignore it, that's when really toxic stuff starts happening.” - Ron Carucci

“We all need somebody to help us along the way. Why go it alone when you can have help?” - Ron Carucci

Takeaways

01:46 Ethical behavior requires alignment between a person's thoughts, words, and actions across all workplace interactions.

06:05 Organizations often create environments that unintentionally encourage dishonesty through complex systemic issues.

11:43 Self-deception can be a survival mechanism in toxic workplace cultures where people feel they cannot speak truthfully.

15:34 Performance management and accountability work best when focused on genuine relationships between leaders and team members, not just paperwork.

18:54 Companies frequently make the mistake of applying superficial fixes instead of addressing root organizational problems.

Resources

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650: How To Convert Customers Faster and Build Stronger Relationships Through Content Marketing with Lyndsay Phillips

Lyndsay Phillips is a serial entrepreneur, self-professed organizational freak, client-appointed task master plus project ninja and warrior content marketer for life & business coaches, accountants and other online entrepreneurs across the globe.

As the CEO & Founder of Smooth Sailing Business Growth & Smooth Business Growth Podcast– 15 Minutes Of Pure Marketing Strategies Proven To Move The Needle. She leads a rock star team to support entrepreneurs who are seeking fast-paced business growth but finally have come to the realization that they can’t do it alone, do it all, and do it well.

She is also loves sharing practical tips, business building & content marketing strategies so that you can be more productive and attract more customers faster.

Quotes

“Content marketing is as easy as ABC: Attract, Build relationships, and Convert.” - Lyndsay Phillips

“I would rather tackle one thing at a time, figure each other out, make sure it's a fit, and have everything dialed in. Then, we can move on to the next thing and adapt from there. It's so much easier on everyone.” - Lyndsay Phillips

“Just take action, love your business, and have fun with it.” - Lyndsay Phillips

Takeaways

03:31 Content marketing works best when you understand exactly where your ideal customers spend their time online.

11:22 Organize your YouTube channel with specific playlists to help viewers easily find and consume your content.

21:30 Measure your time's worth and outsource tasks that cost less than your hourly rate, freeing you to focus on money-making activities.

23:22 Start small with outsourcing by delegating bite-sized tasks and gradually increasing team responsibilities as you build trust.

26:11 Facebook challenges are an effective way to demonstrate expertise and attract potential clients by offering practical, hands-on training.

Resources

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649: Convert More Prospects into Profitable Clients with Phone Sales Doctor Chris Mullins

Law Firm Conversions was founded by sales and marketing expert, Chris Mullins. For more than 30 years, through her proprietary and guided training and programs, Chris and her team have helped hundreds of law firms around the country convert more prospects into profitable clients.

Law Firm Conversions™ was created because, as the headline points out, “Great Marketing is Not Enough When Your Prospects Don’t Convert.”

Whether your firm invests $50,000 or $250,000 on marketing, if your front-line team is not trained properly how to handle each and every inquiry, those marketing dollars are completely and utterly wasted.

Law Firm Conversions™ is a total business solution that transforms how law firms and call centers train, coach, hire and retain intake specialists, and how front-line staff handles legal intakes. Using Chris’ proprietary training, clients are able to achieve significant financial breakthroughs in record time with less struggle and less costly, yet more effective intake conversion strategies.

Now, instead of your law firm spending MORE money on marketing and advertising to generate inquiries, Law Firm Conversions™ helps you make the most of what you’re already getting. Imagine investing the same marketing dollars you are now, but converting more prospects into profitable clients–that’s what is possible with Law Firm Conversions™

Using online and offline products, services, training and coaching programs, Law Firm Conversions™ shows attorneys and their team how to handle intake calls, how to be MORE effective on the phone, in person or online with prospective clients.

Law Firm Conversions™ brings together exclusive groups of like-minded attorneys, partners, intake specialist, receptionists, and managers who want to increase their case load with ideal clients, maximize their marketing dollars and create a better client experience and more rewarding law practice.

Law Firm Conversions™ teaches better intake and conversion by concentrating on a proven IN.T.A.K.E.™ system, which focuses on four core areas.

Relationships first business second
Consistent, integrity-based sales process
Empowering and enabling staff with the right skills
On-going coaching and reinforcement to ensure intake quality
Unfortunately, far too many law firms ignore this straightforward and proven approach. Instead, they rely on a marketing strategy that can best be described as “Spend and Hope”- whereby they SPEND more on marketing each year and HOPE that a prospective client will choose their firm to represent them.

Law Firm Conversions™ helps clients understand how and where their law firm is “leaving money on the table” and provides a proven system and strategy to convert more prospects into profitable clients.

If you’re tired of the “Spend and Hope” approach to growing your law firm, then contact us today and schedule your Free Mystery Call Debrief with Chris Mullins personally, and let Chris and her team of professionals show you how to convert more prospects into profitable clients.

Quotes

“Role playing is the single most important strategy that can be used regularly to get it right.” - Chris Mullins

“Inspect what you expect. Don't assume that because Mary or John have been with you for five, ten, or twenty years, or because you have family members working for you, everything is perfect and they're stars.” - Chris Mullins

“When a prospective client or customer calls your office, remember there are no do-overs. One call does it all—the moment you hang up, it's over. You can't fix it, so get it right the first time.” - Chris Mullins

Takeaways

09:23 Qualifying questions are the foundation of successful phone sales, helping businesses understand their ideal customer's needs and motivations.

11:43 Listening carefully and asking permission to repeat back a client's concerns builds trust and demonstrates genuine understanding.

14:30 Role-playing is the most effective method for improving phone sales skills, despite most people's discomfort with the practice.

16:19 Recording and monitoring phone calls provides critical insights into communication effectiveness and areas for improvement.

27:59 The first phone call with a potential client is make-or-break - there are absolutely no second chances to make a first impression.

Resources

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648: Indies United: Create and Market Your Self-Published Book with Lisa Orban

Lisa Orban is an author and founder of the publishing house "Indies United." She's the author of several books, including "I'd rather Starve than Cook! A Cookbook For People Who Hate to Cook." It has received over 100 excellent ratings and reviews on Amazon and GoodReads.

In 2015, she published her first book, "It'll Feel Better When It Quits Hurting: A Memoir" and has received critical acclaim by top-rated Amazon reviewers. She's published a second memoir, political satire, four optical illusion adult coloring books, and others.

In 2018, she opened the publishing house Indies United to give indie authors a safe haven to publish books and avoid the pitfalls so common to this industry.

Quotes

“If you get too bored, it means you're doing something wrong.” - Lisa Orban

“The average indie author will likely spend two to four hours every day on marketing and promotion if they're doing it all on their own. That's a lot of time that they can't spend writing.” - Lisa Orban

“There's a stigma attached to being an indie author, and it's often not fair. Publishing houses control many aspects of the publishing world, and it's in their best interest to either promote indie authors or stigmatize them as unworthy.” - Lisa Orban

Takeaways

02:55 A hybrid publishing model can solve common frustrations of both traditional publishing and self-publishing by offering authors more control, support, and opportunities.

14:41 A publishing community that supports authors can help them focus on writing while professionals handle marketing and distribution.

16:49 When creating a book, look for topics people constantly ask you about, as this indicates built-in demand and expertise.

24:53 Putting your personal story and personality into your marketing can help your book stand out in a crowded marketplace.

26:14 Publishing trends are cyclical, similar to TV show genres, making it crucial to have a flexible publishing approach that isn't locked into one narrow focus.

29:50 Trying to figure out publishing alone could take years, potentially wasting valuable time that could be spent actually writing and creating.

Resources

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647: Live the E-Commerce Dropship Lifestyle and Make Your Shopify Store the Best It Can Be with Anton Kraly

Anton Kraly is the founder and CEO of Drop Ship Lifestyle & eCommerce Lifestyle, a digital platform dedicated to teaching online business strategies. His entrepreneurial journey began with selling cookies online before transitioning to high-ticket dropshipping, where he specializes in selling expensive products through Shopify. Known for his expertise in e-commerce and digital marketing, Anton shares his insights through his website, blog, and comprehensive online courses. Today, Anton discusses the evolution of e-commerce, specifically dropshipping techniques, and provided detailed insights on leveraging Shopify as an effective platform for online selling.

Quotes

“You can never get comfortable. Even if you're doing very well and growing, you should never take anything for granted. You have to stay on top of the business and always be a student trying to learn new stuff. If you don't, give it a couple of years and what used to work will be gone.” - Anton Kraly

“The truth is, there's still a ton of companies out there growing. They're just focusing on either new technologies, new ways of marketing, or sometimes new product opportunities.” - Anton Kraly

“Things will happen. As everybody grows, there will be issues. Instead of freaking out, just have a plan of action. It's better to think ahead, so when things come up, you don't freak out too badly.” - Anton Kraly

Takeaways

08:37 Always dedicate a small percentage of business resources to experimental strategies to stay ahead of market changes.

12:23 Choose e-commerce platforms like Shopify that offer integrated solutions for domain, payments, and website design.

14:49 Build direct relationships with product manufacturers instead of relying on middleman drop shipping directories.

17:30 High-ticket dropshipping offers better profit margins and requires less operational complexity compared to selling low-cost items.

22:17 Create a diverse marketing approach using multiple communication channels to protect against potential service disruptions.

Resources

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646: Mindset, Market, Message, Medium, Money, Manage, and Measure: Get Your Messaging Right for Your Funnels with Trish Saemann

Trish Saemann is a notoriously straight-forward person who is quick to laugh and put others at ease. She is also a no-nonsense results-focused marketing expert who is intent on helping entrepreneurs get more clients they love! Co-founder of two companies, GoBeyond SEO, a digital marketing firm and Creative Clarity, a business coaching and entrepreneurial education company, she is also a graduate of the internationally recognized Goldman Sachs 10KSB program at Babson College.

Quotes

“People kind of major in minor things, and they step over dollars to pick up pennies. Don't get caught up in the small stuff. Get a professional to come in.” - Trish Saemann

“When you niche down inside your business and know exactly who you're talking to, you can craft your message more appropriately, and it will connect with those students, aka your potential clients.” - Trish Saemann

“Architecture typically serves a form and a function. You want it to be beautiful, but you also need doors, windows, and accessibility. Similarly, your website needs to be both accessible and beautiful.” - Trish Saemann

Takeaways

05:16 Marketing is about solving customer problems, not showcasing your own achievements.

11:10 Your website and messaging must be clear and guide users to take specific actions.

16:20 Design should prioritize function over aesthetics, ensuring users can easily find what they need.

20:36 Understand your target audience's specific needs and communication preferences.

25:17 Craft messages that speak directly to the unique challenges of your ideal customer.

Resources

Brian Seamann's Podcast Appearance
- 395: Attorney Leads and Marketing: Specialize, Build Landing Pages and Send Traffic to Enjoy Consistent Business Leads with Brian Saemann
GoBeyond SEO: Wait 'Til You See Your Roi
Connect with Trish Saemann on LinkedIn

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645: The Leverage Equation: Entrepreneurial Time Management, Productivity, and Communication with Financial Mentor Todd Tresidder

Todd Tresidder graduated from the University of California at Davis with a B.A. in economics and a passion for creating successful businesses. A serial entrepreneur since childhood, Todd went on to build his own wealth as a hedge fund investment manager before “retiring” at 35. He grew his net worth from less than zero at 23 to the point of financial independence just 12 years later.

Todd has maintained his wealth by remaining an active investor and utilizing statistical and mathematical risk management systems for investing. Through his website at FinancialMentor.com, he teaches advanced investing and advanced retirement planning principles. Take the next step beyond conventional financial advice and discover what works, what doesn’t, and why, based on years of proven experience.

Quotes

“There's going to be a wave in the future where people realize the price of being constantly plugged in, both in terms of happiness and in terms of the deep productivity that actually moves your business and life forward.” - Todd Tresidder

“The way you succeed is by matching the characteristics of the asset class to the unique characteristics of your life, your time frame, your goals, the skills you bring, and the resources you bring. All those things make you unique.” - Todd Tresidder

“You've got to have a clear plan, then execute it with persistence and consistency, and you'll produce results.” - Todd Tresidder

Takeaways

04:02 Limit digital distractions by keeping smartphone apps minimal and purposeful.

16:36 Wealth building requires understanding multiple asset classes beyond traditional financial planning.

19:37 Matching personal skills and goals to specific investment strategies creates more effective wealth-building approaches.

23:42 Breaking through business obstacles involves identifying specific resource limitations and finding creative solutions.

28:37 Successful entrepreneurs focus on critical tasks that directly impact business growth.

Resources

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