Episode 3: Dealing with Digital Conversations

dealing with digital conversations

brad geddes

Shownotes:

One of the ways that digital has changed marketing is in how buyers converse with sellers. the experiences we deliver actually facilitate a conversation where they buyer talks him or herself into either buying or engaging with sales.

Links Mentioned:

Robert Collier (great article here on the Collier Principle and Collier’s bio)

Cluetrain Manifesto, Ch 4 “Markets are Conversations”

Brian Clark “Educate people enough to do business with you”

Don Peppers & Martha Rogers books

Joe Pulizzi and the Content Marketing Institute 

Funnel Reboot:

Imagine you’re not a marketer for your product, but rather the person who it’s intended for.

  • Get a keyboard or notepad out and write down all questions you’d need satisfied before you’d feel ready to buy the product. If nothing’s coming to mind, you can pretend to be someone who has bought from you. A client you personally know, so you can picture what they’d say.
  • Now, go to your website and other online properties, and check off each question that those sources answer. Do you have any unchecked questions when you’re done? Those are the gaps in the conversation.
  • Make a plan to turn this rough list into a set of content topics you’ll cover , to give buyers the kind of experience that leads to a sale.
photo credit: Flickr Esben Fjord

Episode 2: Dealing with Digital Channels

dealing with digital channels

Shownotes:

This is the 2nd in a 5-part series on how digital marketing’s different. This episode covers four prevalent types of ad channels (Search Results, ads preceding or near content, Ads in a Feed, Content-as-an-ad) and their targeting options.

shannon weaver model

Links to People/Things Mentioned:

The Canter & Siegel Spam Debacle

Samuel Scott article “How Google Analytics Ruined Maketing”

Rachel Parker

Mitch Joel

Robert Scoble, author of “Naked Conversations”

Perry Marshall, author of “80/20 marketing”

Funnel Reboot:

Use this matrix to compare your currently used ad platforms compare to the channels and targeting combinations available to you.

channels targets

 

Episode 1: Dealing with Digital, starting with You

dealing with digital starting with you

This is the first in a 5-part series on how digital marketing’s different. This episode examines how to do digital marketing well, we likely need to change our mindset and our skills.

Shownotes:

“This instrument can teach, it can illuminate; yes, and even it can inspire. But it can do so only to the extent that humans are determined to use it to those ends.”   These words belong to journalist Edward R. Murrow. Though he was describing television, it might as well apply to the primary medium of our digital age. The Marketing discipline in the Internet-era is wildly different than that of the TV-era. This episode asks how those of us in marketing have had to shift our thinking in this new era. What mindset and skills do we need to deal with digital?

Links to People/Things Mentioned:

Seth Godin

Terry O’Reilly

“The Hard Thing about Hard Things”, by Silicon Valley VC Ben Horowitz

Andrew Chen’s Law of Clickthroughs

Paul Roetzer author of the “Performance Marketing Blueprint”

This Episode’s Reboot:

Check out the skills inventory list from The Marketing Performance Blueprint (reprinted with permission). It gives a breakdown of the 15 skill areas that you can use to Assess your own abilities.

skills inventory assessment