Episode 105: Action Tracking, with Katrina German

The best plan is not the most correct plan. It’s not the one that requires barricading your door, working day and night for a week to write out. It’s the one you stick to. 

This logic can apply to diets, preparing a speech, training for competition, or keeping a New year’s resolution. It can also be applied to one thing that is rarely fully implemented – a marketing plan. A great hack to overcome false-starts is to follow a program that’s short enough, you see results in as little as 30 days. And that’s the tactic used in today’s book.  

Written in 2019, “Action Tracking” is aimed at formulating a digital marketing strategy. Its author, Katrina German, came by her expertise here in a circuitous way. She’s worked in different media, from books, to television to running a technology company. The common element was that they all centred around communicating stories, and reaching and marketing to the audiences hearing them. She’s been helping companies for the last 6 years. Tying digital actions by sales and marketing to a coherent plan that’s aligned with their strategy. 

But this talk isn’t just about scaffolding and building your online strategy. We talk about the drawbacks of current social channels. The issue of social media’s impact on mental welfare was brought to the fore by the 2020 movie “The Social Dilemma.” The platforms knew about their negative impact on audiences before we as marketers did, but now that we are aware, we can’t ignore our impact. When we use sensational headlines so our messages spread further, it ups the ante for all posts to please the algorithm. This degrades everyone’s experience and subjects our followers to mentally-corrosive content.  This isn’t the kind of Internet Katrina wanted to see, and so she did something about it. Her most recent reincarnation is as founder of Ethical Digital, a Canadian agency that respects the voices of women and Indigenous and other minority communities. Their belief is that more inclusion in the ranks of marketing practitioners will improve the digital experience for everyone. I can’t argue with her here and I hope you stick around to hear this upbeat tone at the end of our talk.

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Episode 104: Death of Content as King, with Jon Hinderliter

Back in the early 2000s Our guest was in the U.S. Coast Guard Reserve. That occupation was rocked by the events of  9/11, bringing him into  active duty service for four years, and eventually serving for a total of 20 years. 

After doing a master’s in marketing from Southern Illinois University, he felt he should put these skills to work for academic institutions, he went to work at  University College at Washington University in St. Louis, where he is now the Marketing Director. 

Through this journey, he saw a transition happening with how digital content works. Since the early days of the internet, content marketing has been the battle cry of countless marketing experts promising free attention forever in return for creating quality content. However,  the majority of the work of matching content with consumers is done by algorithms on the dominant search, social, and e-commerce platforms. This once in a century paradigm shift requires new strategies for marketers. 

I bet you don’t just want to survive this data revolution but you probably want to move past this old regime.

Our guest chronicled how to make this change in his recent book, The Death of Content as King 

You’ll want to hear what Jon Hinderliter has to say about his 2020 book.

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Episode 103: Data First Marketing, with Janet Driscoll Miller

If you’ve listened to this show, you know that I believe we can base all the marketing decisions we make on data. This fourth book in our Marketing Books summer series talks with an author who’s extensively described how we get data in a form that helps us make decisions.

Janet Driscoll-Miller brings over twenty years of search engine marketing experience to Marketing Mojo and is considered a leading expert in her field. Janet has spoken at search engine and marketing conferences including Digital Summit, SMX Advanced, MarketingProfs B2B and Pubcon. Janet is also a frequent guest lecturer at colleges and universities including the University of Virginia and James Madison University.

In 2020, she co-authored Data-First Marketing with Julia Lim.

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Episode 102: Influencer Marketing Strategy, with Gordon Glenister

Consumers and corporate buyers no longer put blind trust in our brands. Nor do they trust big institutions. Nor religion. Nor the government. Nor the media. We do however still trust people like us. That’s where influencers come in. 

Gordon Glenister is a UK-based adviser on the business of working with influencers and running membership associations. Gordon launched the association arm of the UK’s Branded Content Marketing Association, to support the influencer marketing industry. Additionally, he hosts “Influence”, the global podcast on influencer marketing.  In 2021 he published the book Influencer Marketing Strategy

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  • Example of an influencer scorecard:

Episode 101: Age of Customer Equity, with Allison Hartsoe

Think of the data you have on your customers as having value. It does, by the fact that the more you know your clients, the better you can serve them. This “unlocked potential revenue” of all your current customers can be quantified as your whole customer’s lifetime value (CLV) added together. 

This number is known by finance people as Customer Equity, but it’s much more than a mathematical formula. The value that VCs and public markets have put on assets such as loyalty programs and subscription lists is often greater than the value of a company’s capital assets!

While it might sound like it has to do with finance, this is all highly related to marketing. This is because each tactical decision gets vetted by whether it will optimize CLV; it becomes your company’s North Star.  

Allison Hartsoe has strategize d the digital customer analytics for dozens of Fortune 500 customers throughout her career. She now leads an analytics consultancy in Portland OR, Ambition Data, and published the book, “The Age of Customer Equity”,  in 2021. She has been published in Forbes.com, MIT Technology Review, and Fast Company and somewhere in between all this writing, she found time to cycle across the USA. 

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Episode 100: Ultimate Marketing Engine, with John Jantsch

How would you feel if you picked up a book about work, and in the first few pages it tells you that one of the core principles your whole profession holds is flat-out wrong. In most cases, that would be grounds for slamming the book down and never going back to it. But when the book comes from the bestselling author of 10 books, you might read on and hear him out. 

That’s the effect John Jantsch‘s 2021 book had on me. 

He is a who is a keynote marketing speaker, husband, father of four grown children and is a native Missourian. As he consulted for small businesses, he became known for approaching marketing pragmatically, something that many midwesterners are known for. Though it originated as the name of his 2006 book, Duct Tape Marketing has come to embody his blog, his podcast and his whole philosophy. It just shows how well good brand names…stick.

You’ll hear John tell what most of us haven’t grasped as the goal of marketing, and the steps his book uses to help us get full value out of our marketing. I guarantee that you will get value from listening to him, whether you are a business owner who wears the marketing hat part-time or you are a veteran career marketer. 

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100th Episode Thanks:

These podcasters have had me as a guest on their shows. Listen to their content: