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Summary: Interviews with marketers covering the intersection of search and social media marketing.

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  • Artist: Bernie Borges | Find and Convert
  • Copyright: Copyright © Find and Convert 2011

Podcasts:

 Podcasting for your Business: Interview with Chuck Palm | File Type: audio/mpeg | Duration: 0:00:01

Chuck Palm is Chief Podcasting Officer at the Internet Podcasting Network (IPN). Chuck helps businesses get set up with podcasting strategies, creates, edits and hosts podcast shows for their clients. Check out the interview with Chuck on podcasting for your business.

 Epic Change Cause Marketing on the Social Web | File Type: audio/mpeg | Duration: 0:00:01

Epic Change is a non-profit that uses Twitter, Facebook, LinkedIn, YouTube and blogging to raise funds and awareness for charitable causes.

 BatchBlue Software Rides Perfect Storm | File Type: audio/mpeg | Duration: 0:00:01

Podcast interview with Michelle Riggen Ransom of BatchBlue Software. I wrote a story about BatchBlue in Marketing 2.0 where I tell of their early adoption of social media to help launch their first product, BatchBook. They have a successful blog strategy and Twitter strategy. They also produce webinars, "blue papers," newsletters and presentations, not to mention create content for YouTube and Flickr. Their Small Business Web initiative rocks.

 Measuring Online Brand Value in Content Marketing | File Type: audio/mpeg | Duration: 0:00:01

Podcast interview with Andrew Davis of Tipping Point Labs. We discussed measuring online brand value in content marketing using the influence pyramid and Google Insights. B2C and B2B examples provided.

 Justin Levy New Media Results in Motion | File Type: audio/mpeg | Duration: 0:00:01

Justin Levy wears two primary professional hats. As GM of Caminito Argentinean Steakhouse he is responsible for marketing the single location restaurant globally with local results. He is also GM of New Marketing Labs where along with Chris Brogan they are putting on the Inbound Marketing Summit in Boston, October 7/8.

 SEO and Content Marketing | File Type: audio/mpeg | Duration: 0:20:30

SEO and content marketing are inter-related. To have an effective SEO strategy you must have a strong content marketing strategy. This blog post and podcast provides terrific examples.

 Marketing Operations 2.0: Interview with Gary Katz | File Type: audio/mpeg | Duration: 0:29:51

Podcast interview with Gary Katz who authored Marketing Operations 2.0 as a chapter in my book. MO offers marketers a mindset to develop processes to help manage and measure all marketing activities in alignment with the entire organization.

 Content Marketing, Need I Say More? | File Type: audio/mpeg | Duration: 0:00:01

Content marketing is one of the pillars of a Marketing 2.0 strategy. Businesses that produce great content build an asset. Buyers want to engage with people and companies by their content, not by their marketing. Great content builds relationships and trust among buyers. Content marketing is a must for long term marketing survival.

 Marketing 2.0: My New Social Media Marketing Book  | File Type: audio/mpeg | Duration: 0:23:26

This podcast provides an overview of my new book: Marketing 2.0: Bridging the Gap between Seller and Buyer through Social Media Marketing. Marketing 2.0 is a mindset. Sellers must learn to engage buyers the way they want to be engaged.

 YouTube or MyTube? Video Content Marketing | File Type: audio/mpeg | Duration: 0:21:44

Video content is a terrific way to strengthen your brand and bridge the gap between sellers and buyers. Branded video content is the most effective way to maintain control over your brand. Have fun with it. Entertain your audience. They'll reward you for it.

 Podcasting Tips From Master Host Susan Bratton | File Type: audio/mpeg | Duration: 0:00:01

Podcast Interview with Susan Bratton, CEO of Personal Life Media. As a podcaster, I have long been a fan of a handful of other podcasts that cover the topics that I cover, namely web marketing, new media, online marketing, and all related topics. One of my favorite podcasts is produced by Susan Bratton, called DishyMix, a podcast show where Susan interviews interesting and accomplished guests in and around marketing, advertising and new media. So, I invited Susan to be interviewed for my podcast and she graciously accepted…Boy was it fun! Susan has many attributes I enjoy and I will share them with you in this blog post. But, you should listen to the entire podcast to learn how Susan is making an impact in our economy and how you can too by following her tips. No matter your industry, Susan’s advice can be applied with measurable results. Susan is the co- founder and CEO of Personal Life Media, a media publishing company for people on the leading edge of culture. Susan is a Silicon Valley exec who knows everybody in new media, advertising and anything marketing. Susan is widely adored and recognized as a “super connector” among interesting and influential people in the web 2.0 and new media world. PLM is about helping people change their lives. Susan calls it edutainment. Each one of Susan’s DishyMix podcasts make me a little smarter.  She interviews fabulously interesting people. In each of her interviews she seeks to bring her audience “brain science,” personal growth and leadership examples. She brings her guest’s deep expertise to her audience while also about allowing you to get to know each of them as a human being. This combination of professional expertise and human interest makes DishyMix a very engaging podcast show! From 16 to 40 and Counting Susan launched Personal Life Media with 16 shows. Now PLM is comprised of 40 shows and growing. Susan recognized that podcasting is a communication platform that allows anyone who views herself as a publisher of content (an individual or a business), to do just that. Publishers have always produced a profit through paid sponsors, paid advertisers and paid subscribers. That’s exactly how Personal Life Media exists in our eco system. Susan has transferred this economic model to the podcasting medium with success that isn’t slowing down. In addition to the 40 shows PLM is launching a new category called “online information products.” These will comprise ebooks that offer their target audience multiple benefits through a combination of audio lessons, video lessons and text based content. PLM has 15 information products in the hopper! Podcasting as a Business In December 2008 Lee Odden created a list of the top podcasts. DishyMix came in first in social media podcasts and my Find and Convert podcast came in third in the fan voting (Susan referred to it as a bake-off). Susan is quick to point out that podcasting is a medium for marketers to get their message out to a target audience. Susan’s advice to businesses is to consider podcasting when one or more people in their business are comfortable in front a microphone and/or camera and a commitment can be made to producing regular podcast shows. Most businesses have plenty of content which can be re-purposed into a podcast. Interviewing interesting guests is a common approach in any industry. While monetizing podcasts can be achieved through advertising, sponsorships and a subscription model, most often a business can monetize their podcasts by using it as an effective way to communicate to their customers and surrounding community. In short, podcasting is an effective medium to build relationships with your customers and differentiate your business. Susan’s advice on business podcasting includes the suggestion that a podcast can be better than a blog if the podcaster is one who doesn’t like to write but likes to speak. “You must love [...]

 Connecting to Twitter Followers Through the Mail | File Type: audio/mpeg | Duration: 0:20:02

Podcast Interview with Steve Tingiris: CEO, Enthusem. Steve Tingiris is a serial entrepreneur currently working on Enthusem which is his third venture.   Enthusem is a very interesting play on social media marketing.  In fact, it’s a totally different twist on any kind of marketing.  Steve’s premise for creating Enthusem is based on a revelation that came to him during his second venture at ProspectSmarter. Steve understands that traditional marketing is about filling the top of the sales funnel to get results through the bottom. Historically, marketers attempt to get their message in front of as many targeted people as possible (the top of the funnel).  Usually response rates in the 1, 2 or 3% range would produce respectable results. Steve noticed that even the most creative and compelling marketing campaigns have produced lower and lower response rates in recent years. The problem is (in part) we all get bombarded with so many electronic messages it’s hard for marketers to stand out. Steve believes that, through the phenomenon of social media, it’s not a requirement to get in front of thousands of people any more. The power of social media allows individuals to get the word out for other individuals and businesses.  The Enthusem model is based on the premise that anyone can reach anyone with a personal message. Steve created Enthusem to turn the funnel upside down. Rather than marketing to many, Steve believes marketers can create relationships with select individuals met online by creating an offline message sent through a printed postal message. But, it’s not just any printed, postal message. Here’s how Enthusem works. You visit the Enthusem website, sign in and select “send a card.” You can upload your address book or add an address one at a time. Once you’ve identified the person who will receive your card you select an image from the image library for the face of the card, or upload your own. Then, you type a personal message and attach a digital link (optionally). The image on the front of the card is very important. It’s the first step in personalization. The card is mailed in a translucent envelope so the image is visible through the envelope which makes it stand out. For example one of the most popular card images has an image of the Twitter logo and says “Following you on Twitter.” You can upload any image to place on the face of a card. When someone receives your card, if they type the link retrieval code provided in the card, the sender receives an email alert informing you the name of the person who retrieved the digital link you included in your card. Many marketers are getting creative with these links. You can include a link to any digital file including URLs, documents, images and video. When I attend tradeshows, I take photos of people and selectively mail a card to them with an attachment link to their photo. Thinking Outside the “Box” One of Steve’s colleagues at Enthusem, Marc Fors sent a a card to the CEO of Box.net using an image of their board room which he found online. Through a creative personal message in the card, the CEO of Box responded to the digital attachment. A meeting was set up and within 60 days Enthusem inked a deal to offer Box’ 2 million users the ability to send a personal card through Enthusem directly from Box or from LinkedIn which has Box integrated into it. Let’s summarize this…Enthusem sent a piece of postal mail to the CEO of a silicon valley company and within 60 days inked a deal. That “campaign” cost Enthsem $4, plus a round trip ticket to San Francisco to ink the deal. Sweet! At the Inbound Marketing Summit in San Francisco, I showed a sample Enthusem card to Chris Brogan. He was very intrigued by Enthusem’s integration of social  networking and postal mail. The following week, Chris called the Enthusem office to learn more about it in response[...]

 Rick Short is Long on Social Media Marketing Success | File Type: audio/mpeg | Duration: 0:00:01

This podcast interview is with Rick Short, Marketing Communications Director at Indium Corp. The interview is an excerpt from my forthcoming social media marketing book and covers the history and success of Indium’s social media marketing strategy. Indium is a 75 year old manufacturer of electronics assembly materials. Rick has been there 25 years and has seen many evolutions in marketing during this time at Indium. Rick started at Indium as a tech support specialist. He quickly learned that their customer is extremely educated, passionate and concerned with details. Indium’s experience with social media is about four years old. He emphasizes that social media allows us to be social with people. Indium’s culture has always been about helping people understand how to use their products in relevant ways. Rick needed to help people at Indium understand that the tools in social media are available….No blog communication was strategy needed. This would violate social culture…Rather, they implemented a social media policy. But, they needed to convince the CEO that social media is real in B2B. To do that, Rick used this simple logic. People talk on the phone…People email customers…People send faxes..People speak at conferences…People write in magazines…And, there are no formal policies for these methods of communication. But blogging can live forever! Yes, but, so can the other media…It’s not a reason to inhibit the use of blogging. Blogging is the most prevalent social media platform at Indium. The ultimate goal is to produce face to face contacts and relationships. Blogging is a version of communication that is close to face to face. It advances close contact. You can include video, photos, invite comments, post emails and phone numbers to invite customers to engage in conversations offline. Indium now has 10 blogs with 15 people hosting them. The blogs are comprised of specific market segments to address the needs of these market segments. The bloggers write about the nuances of each market segment. Rick has a very creative way of motivating engineers to blog. He provides inspiration them inspiration. The effectiveness of blogging has proved itself at Indium over the last four years. Blogging has actually replaced some tasks that are no longer good use of time or effective.  As results have become self evident the time management and the way you structure staff has also evolved. At the annual attendance of the biggest trade show of the year in North America, Indium’s content was the primary focus. The content is asset which drives sales opportunities. Indium no longer spends a lot of money with big trade show booths. They actually cut trade show spending by 75%. Instead they sent more people to the technical sessions to engage in human conversations. Although trade show attendance was down 30% Indium generated as many leads as in years past! Rick’s mantra: Rick receives content and hands off contacts. The sales team builds the relationships that produces sales. Measuring Results Rick measures traffic, and other traditional web metrics. But the primary metric is how many contacts (leads) he produces for the sales department. Rick’s advice to executives who have not yet implemented a social media marketing strategy. Don’t rush to do it just because others have told you to do it. Your heart must be in it! It’s ok to make some mistakes. Fail forward. Begin at the end. What does your situation look like two years from now? Write it down. Build confidence through education, support, relationships. Cultivate skills. Refresh frequently. Challenge status quo. Are there newer/better tools? Measure results. Be very trasnparent. You’ll get a lot of help and support from others. Be committed. Start small by listening and commit resources to taking some action. Indium also creates videos, both educational and humorous videos. They get to[...]

 Mike Volpe Podcast Interview on Inbound Marketing | File Type: audio/mpeg | Duration: 0:28:13

In this podcast, I interviewed Inbound Marketing guru, Mike Volpe, V.P. of Marketing at HubSpot. Below is a summary of the podcast interview.  The interview is 28 minutes long and worth every minute (IMHO). Mike has been a marketing geek for about a decade. I can legitimately call him a marketing geek because his background is in investment banking where he did marketing with a very analytical perspective. Mike has transferred his analytical skills to HubSpot, an inbound marketing software system sold primarily to small/medium business. HubSpot is an all in one inbound marketing system that, when used to its full potential helps businesses produce more leads. Find and Convert uses HubSpot for ourselves and for our clients. We implement inbound marketing strategies for clients using HubSpot as a toolset as a one-stop-shop platform to manage all inbound marketing campaigns. The term Inbound Marketing is a relatively new buzzword. It stems from the trend that marketing is transitioning from outbound marketing – broadcasting messages, interruption based tactics hoping that a small percentage respond – to an inbound strategy where you are doing the right things to get found and contacted by prospective customers through good content and relationships on the web. Buyers now have numerous tools they can use to block unwanted outbound marketing tactics such as caller ID (cold calling), spam filters (email blasts),  RSS readers (print advertising), TIVO (television advertising). A survey conducted by HubSpot in January called the State of Inbound Marketing, cites several compelling findings  including: Inbound marketing channels deliver a dramatically lower cost per sales lead than outbound marketing channels. The study cites a 61% lower cost per sales lead through inbound marketing channels! Blogs lead other social media categories in terms of importance to business. Small businesses are most aggressively allocating lead generation budgets to blogging, social media and search engine optimization. I often ask clients how they buy products/services. The common response I hear is by searching on the Internet and asking their friends/network for recommendations. So, it’s not hard to understand why Inbound Marketing makes sense in contemporary marketing. HubSpot co-sponsored the The Inbound Marketing Summit in 2008  in Cambridge (which I attended). This year New Marketing Labs has launched 3 Inbound Marketing Summit events. Both HubSpot and Find and Convert are sponsors at all three events. The theme of IMS 09 is Turn Strategy Into Action. Mike Volpe wrote the foreword in my forthcoming book: Marketing 2.0. I invited Mike to write it because we are very aligned on inbound marketing strategies. Mike believes that my book will provide a tactical resource to marketers in the “why” of inbound marketing and “how” to do it, for small/medium size businesses (SMB). Of course, I agree. I have observed many SMB CEOs starting to use LinkedIn and Facebook at an accelerated pace. CEOs are saying “I can’t ignore this, I need to be a part of the social media movement.” When I speak to anyone about inbound marketing, I try to answer the question “show me the money.” There is a gap between sellers and buyers. That’s a fact…I talk about how marketers can bridge that gap. Conventional marketing is still relevant to some extent but less so. Relationship building has always been important, but now it’s important online. Inbound marketing strategies allow marketers to start building relationships online long before the prospect can become a customer. A case in point…Mike Volpe and Bernie Borges met online before we ever met in person. When we met in person we already had an online relationship which was strengthened when we met in person. Staying in contact online allows the relationship to continue rather than relying on the traditional, but rare phone call[...]

 Justin Levy Podcast Interview | File Type: audio/mpeg | Duration: 0:22:34

Podcast Interview: Justin Levy – General Manager New Marketing Labs, Co-Owner of Caminito Argentinian Steakhouse in Northampton, MA.  Justin is also the chief blogger behind the Prime Cuts blog, where he offers advice on how to prepare meals, select wines and he also provides video examples on a variety of culinary topics. I wrote about the Caminito Steakhouse in my forthcoming social media book. Justin uses social media to create community and buzz about the restaurant. When Justin first bought into the restaurant, his best friend and head chef was struggling with the business. It was declining. So, Justin set out to market the restaurant on the web. He first focused on SEO to own the top rankings in Google for desirable keywords like “steakhouse Northampton.” He became very active on Facebook and Twitter and created great results. The restaurant has been growing 20% each month, year over year as a direct result of Justin’s social media marketing efforts. Justin has branded himself, which has a very positive impact on the steakhouse. As he meets people on the social web, and at conferences they visit the restaurant and tell their friends about it. In this podcast, you’ll learn how Justin juggles a busy life between the restaurant and planning three major events called the Inbound Marketing Summit. And, because we ran out of time, we didn’t even discuss New Marketing Labs new Internet TV venture. I guess I’ll have to have Justin back on the show again. Ya think?! New Marketing Labs is Chris Brogan‘s social media agency. NML works with medium and large brands to “move the needle” using new media. The upcoming Inbound Marketing Summit conferences are coming up April 28th and 29th in San Francisco, Dallas May 27th and 28th and Boston September 30th and October 1st.  The event theme is turning strategy into action. They’ve lined up speakers who are recognized thought leaders, and sponsors who have products and expertise that implement new media strategies that turn strategy into action. The Inbound Marketing Summit has an impressive speaker list. Speakers include Timothy Ferris, Tim O’Reilly, David Meerman Scott, Chris Brogan, Charlene Li and many others. Find and Convert is one of the sponsors of the Inbound Marketing Summit. I plan to attend each event and will also speak or participate on a panel session. Justin is offering Find and Convert podcast listeners a VIP $200 discount at the Inbound Marketing Summit website. You can connect with Justin Levy on Facebook, Maybe we’ll see you at one of the upcoming Inbound Marketing Summit events… Bernie Borges, aka @berniebay

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