The Business Marketing Agency | Digital Online Marketing
Summary: Barb Griffin is Creative Director of the Sydney online marketing agency and marketing strategy consultancy, The Business Marketing Agency. A skilled writer and multimedia content producer, she manages an ever-growing team of designers, animators, writers, video editors and coders. An APRA/AGSC award winning screen composer with many TV commercial credits under her belt, she is also a hit songwriter signed to Sony/ATV. The Business Marketing Agency offers SEO services, Web Design and Maintenance, Pay Per Click (Adwords and Facebook) management, Website Development, Keyword Research, and consulting for businesses wanting a full online marketing strategy and implementation, with a special focus on conversion tracking, ROI and analytics, and online marketing problem-solving.
BARBARA GRIFFIN Welcome to The Business Marketing Agency podcast with Barbara Griffin; regular tips and tricks for business owners who want to market their business online. And I’m here with Tracey Preston from Media Animal. Hi Tracey! TRACEY PRESTON Hi Barb! BARBARA GRIFFIN Thanks so much for coming in today. Basically, what we’re going to talk about today is - How do you actually get yourself in the media - in print media, on the radio - and most importantly, on television. How’s that actually done? TRACEY PRESTON Well I actually set up Media Animal, which is my PR business, on the back of a career in television. So I had a little bit of insight - had some insight into what happens on the other side of the fence. But now I’ve jumped the media fence, it sort of gives me a bit of a heads-up. So it does make it a little easier for me to sort of work out and understand how journalists think, what types of stories appeal to them. BARBARA GRIFFIN Yes, and you’ve got that awesome news radio voice too! So, if people recognise Tracey’s voice it’s because she used to read the news on television! Now, we promised people today that we’d tell them how to get started. So I know that you can’t really sum up your entire career and knowhow in 20 minutes, but - what are the kinds of things that you need to do to get on television? What are the kinds of first steps? TRACEY PRESTON Well I think - you know, as I said, having worked on the other side of media, having worked in a TV newsroom, and seeing that journalists get inundated with press releases every day, often it’s, “Oh! Not another one, delete, delete, delete.” You really have to understand that your release has to stand out in a really short succinct way, and that is ‘knock them over the head in one sentence about what your story is about’. These journalists don’t have time. They’re always under the pump to get the next story out. It’s a pressure cooker environment; so, you have to grab their attention really quickly. BARBARA GRIFFIN So, what do they want? Do they want, like, sensationalism? TRACEY PRESTON I think they want - they're just basically looking for a good story. Obviously if you’re pitching into TV you’ve always got to think in picture terms. So - you tend to have to think, first up, 'What’s going to make a good picture story?' With media coverage I think do think the big thing is understanding the medium you’re pitching into - whether it be print, online, or television - or radio. So, you almost have to tailor your story to that certain medium. So for television, obviously, it’s pictures. For print I think still a great pic-op is always an opportunity; or obviously something really well-written - a well-written press release... BARBARA GRIFFIN So - what you’re saying is about having the right sort of media to match where you want it to be shown; if you’re talking about TV obviously that’s pictures, moving pictures with sound - but does that mean that if you’re submitting a press release to TV, you sort of have to create your own footage and send them that too - is that what they want? TRACEY PRESTON It can be done that way, and that’s a very effective way. I think if you’ve got an e-mail attachable piece of vision - it’s brilliant. But let’s not digress and come right back to “Is it a good yarn?” I think - because I’ve worked in the industry - I’m very upfront and I’ll say, “Look, you know, you’ve got Buckley’s of getting this story on, unless we do this, this and this.” So, I’m very upfront, right from the word go. I mean, you genuinely have to have a story that’s of worth to them. So, I think Step 1 is being really honest with your client, too. I mean - you know, I guess I don’t really wear sort of a nice, fuzzy, warm publicity style hat - I’m pretty upfront. I’ll go, “Listen, you’ve got Buckley’s of getting that on!
What's the best CRM? In this podcast episode, Barbara Griffin reviews Mailchimp, Aweber, Office Autopilot, Salesforce, and the best e-commerce and mailing list platforms. Barbara Griffin: Hi, it’s Barbara Griffin here from the Business Marketing Agency, and today, we’re going to talk about CRMs. Firstly, we’re just going to define; what is a CRM? It stands for 'customer relationship management' - and it’s basically usually software based. It’s a system that’s used for managing your business's interactions with your current and future customers; and also can manage the sales process and the fulfillment process. It’s basically a 360 view of your customer data. Typically, the software will help you organize, automate and synchronize your sales, your marketing, your customer service and your technical support. So, which are the best CRMs to use? Now that is the question. We can answer that two ways, and we can answer that if money is no object which is the best; and if money is an object, which is the best? But actually, you should be thinking about 'money is always an object', because 'profitability is always an object'; and it also depends on the size of your business and you process; your sales and marketing and customer communication process - as to which one of these - that we’re going to review - that you’re going to need. So let’s go through some of the common top contenders; and also some of the common uses for a CRM. So let’s say you are creating a membership portal for your business; and you need a CRM software to manage your prospects and customers as they go through the sales cycle. And let’s say, ideally, you want something that your sales people can use to manage their interactions with your members; and let’s say you would like it also to integrate with the membership portal, and allow your business to send emails - or perhaps integrate with services like Office Auto Pilot (Ontraport) and Aweber. So let’s talk about Salesforce first; because Salesforce is the biggest one out there. Firstly, what you need to know about Salesforce - which you can check it out at salesforce.com - is that you can’t even watch the demos of the software without signing up. Secondly, they do offer a free trial for 30 days, but you cannot access that without signing up. So, let’s say you take a free trial, and you start building out your Salesforce platform - what will probably happen is that you will receive a 24-month contract to sign. If you’ve done the demo period with several seats, you actually can’t downgrade. If you do a search on the internet for 'salesforce scam', you can find pages and pages of businesses getting really rorted by what I would call bully techniques. That’s what happened to one business that trialled Saleforce. Needless to say, they didn’t proceed. Another business almost signed up with Salesforce. Salesforce wanted $6,000 to help them set it up. So...Salesforce is complicated and it’s expensive; and it’s probably more than you’re going to need if you’re a start-up. If you’re not a start-up and you really do still need something more powerful to manage your CRM, what are the other options? Unfortunately, Salesforce is not the only CRM that is going to try and lock you in to a 24-month contract. SugarCRM is the same. Some of the other alternatives are HighRise and Capsule. Capsule has got really good reviews from people that I know that have used it. It’s easy to set up. You can do it in about 15 minutes, and you can be ready to rock with all your contacts in a very easy to use CRM tool. It integrates very well also with Google Apps, Zendesk (which is a customer support system) FreshBooks and Xero (which are accounting systems) and it has a nice 'crunchy' price too. If you want to check out Capsule, the website is capsulecrm.com. The professional edition is $12 a month per user,