Duct Tape Marketing

Marketing Podcast with Ryan Urban Podcast Transcript My guest for this week’s episode of the Duct Tape Marketing Podcast is Ryan Urban. He is the founder and CEO of BounceX, a people-based marketing consultancy that helps organizations increase their online conversion rates. He and I discuss what may be the most popular topic as of May 2018, the General Data Protection Regulation (GDPR). Founded in 2012, BounceX’s People-Based Marketing (PBM) cloud is the first new revenue channel with scale in 10 years. With offices in NYC and London and named the fastest growing software company in America by Inc Magazine in 2016, the company currently powers thousands of digital properties, expanding across a multitude of industries. For the first time, brands and publishers have a meaningful paid channel outside of Google and Facebook. Questions I ask Ryan Urban: * What exactly is GDPR? * Do US-based companies need to worry about GDPR? * How is GDPR being enforced? What you’ll learn if you give a listen: * What initiatives are driving GDPR * How to update your privacy policy * How to be more people-friendly in your marketing Key takeaways from the episode and more about Ryan Urban: * Learn more about BounceX. * Follow BounceX on Twitter. * Connect on LinkedIn. Like this show? Click on over and give us a review on iTunes, please!

Marketing Podcast with Anthony Sullivan Podcast Transcript My guest for this week’s episode of the Duct Tape Marketing Podcast is entrepreneur and celebrity TV pitchman, Anthony “Sully” Sullivan. He and I discuss his new book, You Get What You Pitch For: Control Any Situation, Create Fierce Agreement, and Get What You Want In Life.  With his winning smile and charming English accent, Sully has been the face and voice of some of the world’s most successful household brands and products, which have racked up well over one billion dollars in international sales. Best-known as the spokesman for OxiClean, Sully is the pitchman of choice for dozens of innovative, practical usage consumer products including the X5 5-in-1 Steamer, the Sticky Buddy, and Smart Mop. Star and Co-Producer of the Discovery Channel series “PitchMen,” Sully is also a regular guest of choice on a variety of television news and entertainment outlets including “The Today Show,”  “Good Morning America,” “Rachel Ray,” “The Tonight Show,” “Conan” and “Katie,” as well as news programs MSNBC, ABC, CBS, BBC and Fox News Channel. He’s been featured in articles from The Financial Times, Los Angeles Times, New York Times, USA Today, St. Petersburg Times, Advertising Age, Fortune Magazine, Playboy, and many other publications. Questions I ask Anthony Sullivan: * What are the artful aspects of pitching? * Is it necessary to have an outgoing personality to pitch well? * Would you enthusiastically pitch a product you didn’t believe in? What you’ll learn if you give a listen: * How to practice pitching * Which elements are mandatory for an effective pitch * Who to watch to see good examples of pitching Key takeaways from the episode and more about Anthony Sullivan: * Learn more about Anthony Sullivan. * Read You Get What You Pitch For: Control Any Situation, Create Fierce Agreement, and Get What You Want In Life.  * Follow on Instagram. * Follow on Twitter. * Follow on Facebook. Like this show? Click on over and give us a review on iTunes, please! This episode of the Duct Tape Marketing Podcast is brought to you by Podcast Bookers. Podcasts are really hot, but you know what else is really hot? Appearing as a guest on one of the many podcasts out there. Being a guest on a podcast is a really great SEO tactic and brand building tactic. Podcast bookers can get you booked multiple times every month on auto-pilot. Check it out at podcastbookers.com.

Marketing Podcast with John Hall Podcast Transcript My guest for this week’s episode of the Duct Tape Marketing Podcast is John Hall. John is the CEO and co-founder of Influence & Co. and the author of  Top of Mind: Use Content to Unleash Your Influence and Engage Those Who Matter To You. He and I discuss the world of content and how it is still the future of marketing. In five years, Hall has grown Influence & Co. into one of the largest providers of high-quality expert content to more than 1,000 of the world’s top publications. Under John’s leadership, Influence & Co. was ranked No. 72 on Forbes’ “Most Promising Companies in America” list in 2014 and was named Empact’s “Best Marketing and Advertising Company of 2014” at the United Nations. Influence & Co. was also recently mentioned in Inc. as the No. 1 company dominating content marketing. Hall was recently recognized as a “must-see” and one of the most authentic speakers in Forbes. Questions I ask John Hall: * How do you think about content for each of the steps of the journey? How are you seeing people using content to build trust? What is content triggering? What you’ll learn if you give a listen: * What the relationship is between content and context How to get content in front of the right people at the right time How to use content to boost referrals Key takeaways from the episode and more about John Hall: * Learn more about Influence & Co. * Buy Top of Mind: Use Content to Unleash Your Influence and Engage Those Who Matter To You. * Follow on Twitter. * Connect on LinkedIn. * Email john@influenceandco.com.

Marketing Podcast with Alison Stratten Podcast Transcript My guest for this week’s episode of the Duct Tape Marketing Podcast is Alison Stratten. She and her husband, Scott, are co-authors of 4 best-selling business books, co-owners of UnMarketing Inc and co-hosts of The UnPodcast. She and I discuss their newest book, UnBranding. Their site, show, and books all represent their thoughts on the changing world of business through their experiences of entrepreneurship, two degrees (Alison), not lasting long as an employee (both) and screaming at audiences around the world (Scott, Alison is more polite). Businesses like PepsiCo, Saks Fifth Avenue, IBM, Cirque du Soleil, Microsoft, and others have been brave enough to want their advice. Scott has been named one of the Top 5 Social Media Influencers in the world by Forbes.com. Questions I ask Alison Stratten: * What new ground are you breaking with UnBranding? * Is there a common thread of how people build trust? * How can repurposing content lead to new opportunities? What you’ll learn if you give a listen: * Why businesses need to re-focus on customer experience * How to cut through a noisy landscape to get your opinions heard * How to approach personal branding in an unbranding world Key takeaways from the episode and more about Alison Stratten: * Learn more about UnMarketing. * Read their books. * Listen to the UnPodcast. * Connect on Facebook. * Follow on Twitter. * Connect on LinkedIn. Like this show? Click on over and give us a review on iTunes, please!

Marketing Podcast with Mike Blumenthal Podcast Transcript People say a lot of things about SEO – it’s dead, it’s all tricks, it’s too hard. Here’s the thing – SEO, including and maybe especially local SEO, is certainly not dead – it’s more alive, necessary and vibrant than ever. It has shifted to become more of an integrated, foundational and strategic part of the overall marketing pie, but take it lightly or dismiss it and you’ll find yourself needing to pay dearly just to survive. Here’s the tough part of about local SEO – Google pretty much sets the rules, keeps score, and owns the game, so they will continue to see how they can use local search rankings to make money – there is no getting around this fact, but savvy marketers are still finding gold by applying the techniques that allow them to show up in local and organic listings as the game is played today. My guest for this week’s episode of the Duct Tape Marketing Podcast is Mike Blumenthal, the undisputed king of local SEO. Blumenthal is the owner of Blumenthals, one of the founders of Local U, as well as GetFiveStars, a review service that helps local businesses. He and I discuss the ever-changing world of local SEO and how you can keep up. Blumenthal’s goal is to help local business do better and be better through feedback and reviews. He specializes in developing and assessing feedback and review strategies for location-based businesses, local search consulting, Google Maps, and local search optimization. Questions I ask Mike Blumenthal: * What is the intention behind Google My Business? * What are the most important local ranking factors? * What will the Google 3-pack look like in 6-12 months from now? What you’ll learn if you give a listen: * Why there is confusion around Google local business listings * Why local PR is important * Why the words used in Google reviews are important for your ranking Key takeaways from the episode and more about Mike Blumenthal: * Learn more about GetFiveStars. * Learn more about Local U. * Read Blumenthal’s Blog. * Check out the Moz Local 2017 Presentation – Are Words the New Links? * Follow on Twitter. * Connect on LinkedIn. * Email mike@blumenthals.com. Need more local marketing tips? Check out our entire Guide to Local Marketing.

Marketing Podcast with Mandi Ellefson Podcast Transcript My guest for this episode of the Duct Tape Marketing Podcast is Mandi Ellefson, a scalable freedom strategist and founder of The Hands-Off CEO. She and I discuss how to find time, how to free up time, and how to get greater focus in your business that will lead to greater profitability. As the founder of The Hands-Off CEO, she leads clients into greater success, life balance, and productivity by helping them free up to 20-50% of their work week. Her international clientele has seen productivity and cost savings gains of up to 67%. As a co-author of the best seller Creating Business Growth, Mandi is a recognized expert and sought-after speaker.  Her new book Hands-Off Consulting Growth will be available this fall. Questions I ask Mandi Ellefson: * What is a success map? * Why is delegating so hard? * What is the rapid delegation process? What you’ll learn if you give a listen: * How to scale custom services * How to free up more time in your week * What steps to take to develop a scalability plan Key takeaways from the episode and more about Mandi Ellefson: * Learn more about The Hands-Off CEO. * Check out the Scale to Freedom Roadmap. * Read The Hands-Off CEO blog. * Connect on Facebook. * Follow on Twitter. * Connect on LinkedIn. * Email mandi@handsoffceo.com. Like this show? Click on over and give us a review on iTunes, please!

Marketing Podcast with John Jantsch About Creating Useful Content There’s no way around it, there are a lot of marketing channels today. I’m counting eighteen as of now (which can obviously change very quickly). When I started my business we had six or seven ways to reach our prospects and customers. A lot has changed. One of the things that I think is important to understand, first off, is that you don’t have to play in every channel. That’s one of the things that causes a lot of stress with a lot of business owners and marketers today. What you do have to do is get very good at playing in the right channels, and additionally getting very good at integrating those channels (or at least understanding how they support each other). That’s a challenge for a lot of people. We look at social media, content, SEO, and PR, and we think that they’re all separate tactics out there doing separate jobs. When you look at them together, and actually intentionally think about how they can support each other, you amplify the effect, or the impact, of each. In this post, we’re going to focus on three of these channels: content, social media, and SEO. While those are separate channels, content is air for marketing today. It really powers every step in the customer journey and is one of the most essential marketing channels out there. In fact, it probably is not really even fair to consider it a channel anymore, because it’s like the gasoline that goes in the car. You really have to have it no matter what kind of car you have. I want you to think these channels, and make sure the content you produce in each is discoverable, shareable and ultimately useful. Discoverability Discoverability is often seen as an SEO play, and frankly, that’s what it is, but content drives SEO today. There are many search terms that are competitive, so everybody is out there competing for the search terms that they want. People try to rank by doing effective keyword research, using targeted messaging, and knowing a lot about their users. It’s a good idea to develop a sense of intent as well in order to implement on-page SEO best practices. While this all helps to make your content discoverable, you have to start with a content strategy that says “yes, we want people to find that, but that’s not where we want them to stop.” Shareability Once the content is discovered, the degree that it is shared will determine how widely it is distributed. By thinking about shareability of content, you’re multiplying the impact of search engine results because shares are going to draw links and other important SEO signals. They are going to increase your audience, which is going to draw more people.  If we build our content with the idea that we can get a higher share rate, one of the benefits to that is that you actually don’t have to produce a ton of content. If you produce content that is focused on: How to do something Why to do something Lists Great headlines Great calls to action in the content * Using impactful images * Mobile usage Then you can build your SEO-optimized content and make it much more shareable. Shareable content is going to evolve your social media. This is one of the best ways to think about your content in the social media space. Making your content shareable will help expand the reach of people outside of your immediate network.   Useful content As I said in the beginning,

Marketing Podcast with Joey Coleman Podcast Transcript My guest for this week’s episode of the Duct Tape Marketing Podcast is Joey Coleman. He is Chief Experience Composer at Design Symphony. He and I discuss his new book, Never Lose a Customer Again, which discusses the 8 phases your customer has the potential to travel through as part of their customer journey and the 6 tools you can use during that journey to create remarkable experiences for your customers. Coleman helps companies keep their customers. As a keynote speaker, workshop leader, and consultant, he helps businesses design creative ways to engage customers – especially in the crucial First 100 Days® of the customer lifecycle. He has an eclectic background that has seen him defend “alleged” criminals, sell custom research to Fortune 500 executives, race along the Great Wall, juggle in front of the Taj Mahal, emcee charity auctions, work in the White House, sing a solo at the Kennedy Center, and travel to 48 countries (and counting). Questions I ask Joey Coleman: * What is the difference between customer service and customer experience? * Where does the customer experience role fit into an organization? * What can a bad customer experience cost a company? What you’ll learn if you give a listen: * Why the first 100 days of the customer relationship are so important * How to approach the customer experience if you’re just getting started * Where automation and optimization fit into the customer experience Key takeaways from the episode and more about Joey Coleman: * Learn more about Joey Coleman. * Buy Never Lose a Customer Again. * Follow on Twitter. * Connect on LinkedIn. Like this show? Click on over and give us a review on iTunes, please! Need more tips on how to grow your business? Check out our entire Guide to Marketing Professional Services.

Marketing Podcast with Tucker Max Podcast Transcript My guest for this week’s episode of the Duct Tape Marketing Podcast is Tucker Max. He is the co-founder of Book In A Box, a company that turns ideas into books, and four-time, New York Times Bestselling Author. He and I discuss writing books and how they impact your business. Max’s own books have sold millions of copies, have been translated into over 30 languages, and are credited with creating of the literary genre “fratire.” A movie was made about his life in which he co-wrote the screenplay, and also produced the movie. In 2009, Max was nominated to the Time Magazine 100 Most Influential List. Questions I ask Tucker Max: * Does everybody need to write a book? Has it become the new calling card? * Is there a process to get people’s thoughts organized to write a book? * What are some tips on getting books to sell? What you’ll learn if you give a listen: * How to guide people on the right path to writing a book * Why writing a book for a niche audience can be so important * How books are distributed and sold when they’re self-published Key takeaways from the episode and more about Tucker Max: * Learn more about Book In A Box. * Follow on Twitter. * Connect on Facebook. * Connect on LinkedIn. Like this show? Click on over and give us a review on iTunes, please!

Marketing Podcast with Bob Burg Podcast Transcript My guest for this week’s episode of the Duct Tape Marketing Podcast is Bob Burg. He is a sought-after speaker at company leadership and sales conferences on topics at the core of his series of Go-Giver books. He and I discuss the newest book in the series, The Go-Giver Influencer. A former television personality and top-producing salesperson, Bob has shared the platform with some of today’s top business leaders, broadcast personalities, coaches, athletes, and political leaders, including a former U.S. president. In addition to coauthoring the bestselling Go-Giver books with John David Mann, Bob has authored a number of popular books, including the critically acclaimed, Endless Referrals: Network Your Everyday Contacts Into Sales and Adversaries into Allies. His total book sales are well over a million copies. The American Management Association named Bob one of the 30 Most Influential Leaders and he is one of Inc.’s 100 Great Leadership Speakers. Richtopia named him one of the Top 200 Most Influential Authors in the World. Questions I ask Bob Burg: * Why did you choose the parable format for this book? * What is the conflict in the book that tries to get resolved? * Where do the characters go wrong? What you’ll learn if you give a listen: * Why it’s important to go for collaboration instead of compromise * Why mastering your emotions is key to negotiations * Why true influence is about pulling influence rather than pushing influence Key takeaways from the episode and more about Bob Burg: * Learn more about Bob Burg. * Click here to receive two free chapters and to buy the book. * Learn more about the Go-Giver series and movement. * Follow on Twitter. * Connect on Linkedin. * Connect on Facebook. Like this show? Click on over and give us a review on iTunes, please!

Marketing Podcast with Brad Bouse Podcast Transcript My guest for this week’s episode of the Duct Tape Marketing Podcast is Brad Bouse. He is the co-founder of Lightboard, a company that delivers great design for sales and marketing teams. He and I discuss the role design plays in brand development and how to master it. For this podcast episode, I thought I would put the Lightboard process to the test as well so I engaged them to create a PowerPoint presentation for my recent talk at Social Media Marketing World (see sample slides at the bottom of this post). This was a full paid gig just like the rest of the world as I wanted to experience both the end product and the process. I would say on both fronts they nailed it. Without hesitation, Lightboard has a lot to offer small businesses who are ready to embrace the awesome marketing power of great design. Questions I ask Brad Bouse: * How has design changed with the digital world? * What role does design play in brand development? * What are the essential elements of brand guidelines documents? What you’ll learn if you give a listen: * Why a brand’s design is so much more than a logo * How to come up with a consistent design approach for content * How to measure the ROI of design Key takeaways from the episode and more about Brad Bouse: * To see a few of the many slides Lightboard created for me, scroll to the bottom of this post. You can view larger versions here: Cover, System and Methodology description and Marketing Hourglass slide. * Learn more about Lightboard. * Connect with Brad Bouse on Linkedin. Want to learn more about crafting the visual elements of your brand? Be sure to check out our Ultimate Marketing Strategy Plan for Small Business. Like this show? Click on over and give us a review on iTunes, please!

Marketing Podcast with Garrett Moon Podcast Transcript My guest for this week’s episode of the Duct Tape Marketing Podcast is Garrett Moon. He is the CEO and co-founder of CoSchedule, the web’s most popular marketing calendar and the fastest growing startup in North Dakota. He and I discuss his new book, 10x Marketing Formula. Ranked as the best business tool built by a startup on Entrepreneur.com, CoSchedule helps more than 10,000 marketing teams stay organized in 100+ countries around the world. In 2016, CoSchedule was named one of the top five startups in Tech. Co’s Startup of the Year Competition. As a thought leader, Moon has been blogging and speaking about content marketing, social media marketing, and startup business for more than seven years. He’s been featured on sites like Entrepreneur, Forbes, Social Media Examiner, and Content Marketing Institute. Questions I ask Garrett Moon: * What is the content core and is it adaptable to all channels? * What should a content team look like today? * What are some examples of people doing the 10x approach well? What you’ll learn if you give a listen: * Where people really miss the boat on content ROI * What the most effective piece of content is * How to structure an editorial calendar Key takeaways from the episode and more about Garrett Moon: * Buy 10x Marketing Formula. * Download the first chapter of 10x Marketing Formula for free. * Learn more about CoSchedule. * Follow on Twitter. * Connect on Linkedin. * Connect on Facebook. Like this show? Click on over and give us a review on iTunes, please!

Marketing Podcast with Colleen DeBaise Podcast Transcript My guest for this week’s episode of the Duct Tape Marketing Podcast is Colleen DeBaise. She is a business journalist, author, podcast host at The Story Exchange, and contributing editor at Inc. She and I discuss her new book Start a Successful Business: Expert Advice to Take Your Startup from Idea to Empire. DeBaise has spent the bulk of her career covering entrepreneurship, primarily as the small business editor of The Wall Street Journal, and later as a contributor to The New York Times. An entrepreneur herself, she is the founder of the Hampton Bee, a media site that provides news and tips for consumers who support small businesses on Long Island’s East End. In addition to those roles, DeBaise has also served as an editor at Entrepreneur, BusinessWeekand SmartMoney. She has been interviewed as a small business expert on television and radio, including MSNBC, Fox Business News, CNBC, CBS and NPR. Questions I ask Colleen DeBaise: * Where does customer discovery fit into the lean startup world? * Should startups seek out funding? * Why should people embrace failure? What you’ll learn if you give a listen: * How to come up with a brilliant idea * How to discover the right formula for a business model * How to execute a great idea Key takeaways from the episode and more about Colleen DeBaise: * Learn more about Colleen DeBaise. * Buy Start a Successful Business: Expert Advice to Take Your Startup from Idea to Empire. * Connect on Linkedin. * Follow on Instagram. * Follow on Twitter. Like this show? Click on over and give us a review on iTunes, please!

Marketing Podcast with Anne Janzer Podcast Transcript My guest for this week’s episode of the Duct Tape Marketing Podcast is Anne Janzer. She is an award-winning author and non-fiction writing coach who has written books like The Writers Process and The Workplace Writer’s Process. She and I discuss her book, Subscription Marketing: Strategies for Nurturing Customers in a World of Churn. As a professional writer, Janzer has worked with more than one hundred technology companies, writing in the voice of countless brands and corporate executives. She enjoys working with writers to improve their processes and communication skills, so they can share their thoughts and ideas with the world. She also works with select nonfiction authors as a developmental editor. Questions I ask Anne Janzer: * What does the subscription economy mean for marketers? * What are some unique examples of subscription marketing? * How do you incrementally measure the value of value nurturing? What you’ll learn if you give a listen: * Where the customer journey plays into subscription marketing * What rolls content and social media play in the subscription world * How subscription marketing impacts the delivery of value Key takeaways from the episode and more about Anne Janzer: * Learn more about Anne Janzer. * Buy Subscription Marketing: Strategies for Nurturing Customers in a World of Churn. * Learn more about The Writers Process. * Learn more about The Workplace Writer’s Process. * Follow on Linkedin. * Connect on Facebook. * Follow on Twitter. Like this show? Click on over and give us a review on iTunes, please!

Marketing Podcast with Scot Hunsaker Podcast Transcript My guest for this week’s episode of the Duct Tape Marketing Podcast is Managing Partner of Ardent, Scot Hunsaker. Ardent’s mission is to help CEOs and Business owners prepare for their ultimate transition with a particular focus of teaching employees how to think like owners. He and I discuss his book, Heroic Ownership. Hunsaker purchased a small engineering firm, Counsilman-Hunsaker, operating as a sole proprietorship from his father. During his tenure as CEO and owner, he grew Counsilman-Hunsaker’s revenue by a factor of 10, quadrupled the number of employees, opened 4 new offices in the US and went from being licensed to operate in 10 states to operating in all 50 plus 3 Canadian provinces. He sold Counsilman Hunsaker to the employees for cash in 2012. He has spoken on the topic of ownership transition and ownership thinking across the US and internationally. He is also the author of 30 published articles and serves on several boards of directors. Questions I ask Scot Hunsaker: * What is heroic ownership? * When should you start planning your exit strategy? * Should you build your team with your exit in mind? What you’ll learn if you give a listen: * How to let go of control and develop enough trust to have somebody take over your business for you * How to get valuable input from employees * What goes into creating a legacy Key takeaways from the episode and more about Scot Hunsaker: * Buy Heroic Ownership. * Learn more about Ardent. * Follow on Linkedin. Like this show? Click on over and give us a review on iTunes, please!