Web.Search.Social Marketing Podcast
WSS #0026: Social Marketing Simplified: Manage Images and Plan Campaigns With MavSocial

This is Episode 26 of The Web.Search.Social Marketing Podcast, a podcast for small businesses, whether you’re a solopreneur working from your kitchen table or managing a team of 50.

Today’s podcast episode is a little different because we don’t usually talk tools, but this one stood out. We were first introduced to MavSocial through a campaign they’re running on Triberr. We’ve had a couple of weeks to try out the tool and it has some pretty neat features that might work for your business.

Listen in as we talk with MavSocial’s founder Matthew Holden about where MavSocial came from, where it’s going and how it can help with your social management.

In This Episode We Talk About

  • Why the MavSocial team decided on yet another social media management tool in a space that already seems pretty saturated.
  • How MavSocial is unique in the social space.
  • What tools are available to help you as a business or as an agency manage social accounts faster and easier.
  • Where MavSocial is going next and what that means to you.

Links & Resources

Visit MavSocial.com and click “Get Started Free” to try out MavSocial for yourself (no credit card required)

Read the MavSocial blog

MavSocial on Facebook 

MavSocial on Twitter 

 

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WSS #0025: BLOG > Web, Search And Social Marketing: DIY Or CTM?

For the full article visit http://www.websearchsocial.com/web-search-and-social-marketing-diy-or-ctm/

Direct download: 0025-blog-web-search-and-social-marketing-diy-or-ctm.mp3
Category:marketing -- posted at: 12:00am EDT

WSS #0024: Content Curation Drives Us Nuts, Apple Makes Life Difficult But Wine Saves The Day

This is Episode 24 of The Web.Search.Social Marketing Podcast, a podcast for small businesses, whether you’re a solopreneur working from your kitchen table or managing a team of 50. 

Get your noise-dampening headphones ready because in this episode we crack out the bleep button. Ralph is on a warpath about Apple and I get on my soapbox about content curation. But in the end it’s all good because we wrap up with a fun lesson in wine and marketing.

In This Episode We Talk About

  • Why “change for the sake of change” has Ralph all riled up
  • Why the “80/20” rule doesn’t apply to social media and how content curation is the lazy way out when it comes to marketing
  • The importance of a good visual identity
  • And more about wine and superfans (with special thanks to Melanie Kissell for being one!)

Links & Resources

The Ihnatko Almanac

Your Hangover Was Not Epic. Not Epic At All. Written by Superfan Melanie Kissell

Backhouse wine

 

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WSS #0023: Ryan Hanley Can’t Shut His Big, Fat Face. And That’s A Good Thing For Your Content Marketing.

This is Episode 23 of The Web.Search.Social Marketing Podcast, a podcast for small businesses, whether you’re a solopreneur working from your kitchen table or managing a team of 50. 

Both Ralph and I have had the pleasure of being on Ryan’s Content Warfare podcast so today Ryan joins us on ours to talk about what he knows best: content!

If you’re on the content marketing bandwagon and want some insight into taking it up a notch, or if you aren’t convinced and need a push that will get you jumping in with both feet, this is the episode for you.

Ryan is all about challenging the status quo and that’s exactly what we love around here.

In This Episode We Talk About

  • Why content is so important and all the excuses about “why this isn’t for me” are just that – excuses.
  • What it means to be a "connected consumer".
  • How to use content to combat the noise and competition even if you’re “the little guy”.
  • How to break out of a rut and move beyond your “superfan” bubble to reach more people.
  • And more great stuff about making mistakes, accessibility and digital sharecropping.

Links & Resources

 

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WSS #0022: BLOG > How To Be Effective At Social Marketing Without Content Curation

For the full article visit http://www.websearchsocial.com/how-to-be-effective-at-social-marketing-without-content-curation/


WSS #0021: This Podcast Is Guaranteed To Improve Your Marketing (Results Not Guaranteed)

This is Episode 21 of The Web.Search.Social Marketing Podcast, a podcast for small businesses, whether you’re a solopreneur working from your kitchen table or managing a team of 50. 

[powerpress]

In today’s episode we button up a few things that have been nagging at us recently, namely ineffective programs, not-so-valuable "products" and the perils of SEO.

Our Sponsor

This episode is sponsored by Cynthia Sanchez and Oh So Pinteresting! Cynthia Sanchez is THE authoritative Pinterest source for small businesses looking to expand their reach on Pinterest and take advantage of this amazing visual tool.

Cynthia is holding a Pinterest workshop designed to teach you how to boost revenue, generate more leads and increase web traffic with Pinterest.

Visit OhSoPinteresting.com to find out more abut the workshop and take your Pinterest marketing up a notch.

In the famous words of Cynthia herself, "Don't just pin it. Do it!"

In This Episode We Talk About

  • Why you can't create a valuable product in just two hours.
  • What to be wary of when you see offers that sound too good to be true.
  • Why SEO is not about minutia.
  • And more on long-game thinking and taking a holistic approach to marketing.

Links & Resources

 

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WSS #0020: Get On Board With Pinterest And Synergize The Impact To The Next Level With Alisa Meredith

This is Episode 18 of The Web.Search.Social Marketing Podcast, a podcast for small businesses, whether you’re a solopreneur working from your kitchen table or managing a team of 50. 

If you’re not using Pinterest for business then Alisa’s enthusiasm just may be the catalyst to get you going. But that’s not all we talk about because when it comes to marketing, Alisa knows her stuff.

In This Episode We Talk About

  • Whether Pinterest is really a social network.
  • How you can take even a non-visual business and turn it into a Pinterest powerhouse.
  • Why jargon isn’t helpful and what you need to do to really reach your audience.
  • And we have a little… er, debate… over the difference between jargon and nouns-turned-verbs, especially in the context of commonly used marketing terms.

Links & Resources

Scalable Social Media

OverGo Studio

Why We Don’t Need “H2H” in Our Marketing Jargon Dictionary

Alisa Meredith on Twitter @alisammeredith

The Manly Pinterest Tips Show - With Special Guest Alisa Meredith

Ralph’s Pinterest movie board

 

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WSS #0019: BLOG > Improve Your Marketing By Tapping Into Your Failures

For the full article visit http://www.websearchsocial.com/improve-your-marketing-by-tapping-into-your-failures/

Direct download: 0019-blog-improve-your-marketing-by-tapping-into-your-failures.mp3
Category:marketing -- posted at: 12:00am EDT

WSS #0018: BLOG > How You’re Being Tricked Into Wasting Your Marketing Dollars On Ineffective Programs

Read the full article at http://www.websearchsocial.com/how-youre-being-tricked-into-wasting-your-marketing-dollars-on-ineffective-programs/


WSS #0017: This Podcast Is Worth One-Point-Seven Trillion Dollars But You Can Have It For Free

This is Episode 17 of The Web.Search.Social Marketing Podcast, a podcast for small businesses, whether you’re a solopreneur working from your kitchen table or managing a team of 50. 

In today’s episode we revisit our conversation about SEO from last week because I call Ralph out on the fact that he said he had a “big objection” to the article we discussed but never ‘fessed up to what that was. And that takes on a whole life of its own.

In This Episode We Talk About

  • How a recorder saved our marriage.
  • When popups on websites are useful and when they’re really, really annoying.
  • When discount pricing goes from a useful marketing tactic to a questionably scammy psychology game.
  • The idea of letting your customers help create your brand experience.
  • And more stuff about how to pronounce Moleskine plus our super secret method for segmenting an email list.

Links & Resources

 

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WSS #0016: Facebook, Email And Landing Pages: Brought To You By The Power Of The Sun

This is Episode 16 of The Web.Search.Social Marketing Podcast, a podcast for small businesses, whether you’re a solopreneur working from your kitchen table or managing a team of 50. 

Plenty of people have “a big idea”. But not a lot of those people take their idea to fruition and watch it grow and thrive.

Yet that’s exactly what Glen Koedding did. One day he was hanging out in the pool with a business colleague, thinking about how to use solar energy to heat the pool and nine months later he was running his own solar business. Since then he’s grown the company into an impressive enterprise by doing all of his own marketing.

We talked with him about just some of the incredibly smart strategies he employs – from social to email to website. There are more good ideas here than miles to the sun.

In This Episode We Talk About

  • What it takes to grow your business from the ground up.
  • How you can market to your email list using one absurdly simple and wildly effective technique.
  • What it means to be truly “customer first” and how that can be a tremendous marketing asset.
  • How to use Facebook like a grown up and stop whining about your low reach.
  • And more inspiring stuff about landing pages, content creation and the value of planning.

Links & Resources

 

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WSS #0015: BLOG > It's Q4. What Does Your 2015 Marketing Look Like?

Read the full article at http://www.websearchsocial.com/its-q4-what-does-your-2015-marketing-look-like/

Direct download: 0015-blog-its-q4-what-does-your-2015-marketing-look-like.mp3
Category:marketing -- posted at: 12:00am EDT

Have You Read The Story About Marriott International’s “The Envelope Please” Program?

Or more accurately, the stories.

Depending on which one you read it’s either a brilliant move or a complete outrage. Here’s one that I found to be relatively unbiased so you can read it and draw your own conclusions.

You can probably imagine that I have an opinion on the matter and I want to share it with you because it was the inspiration for this post, which could sort of be summed up as, “Don’t do stupid things in the name of marketing.”

If you listen to our podcast you may have heard us talking about the recent U2/Apple win/debacle (again, depending on the story you read) because it, too, seemed to engender mixed reactions, from joy to outrage. And while people had mixed reactions to both of these stories, I am comfortable saying that giving people a free album (in the case of U2 and Apple) may not have pleased everyone but it wasn’t a poorly executed marketing idea.

The Marriott, however, was hit with a serious case of the stupids.

If you disagree I would love to hear it (or even if you don’t disagree!) but the gist is this:

Under the pretext of helping the room staff (ie: maids) get “the recognition they deserve” and make more tips, Marriott has instituted a program that places envelopes and “polite reminders” in guest rooms so that guests can easily tip housekeeping.

I find this tasteless.

It also makes me wonder why I need to be responsible for “recognizing” housekeeping. Plenty of people go about their jobs without recognition. When was the last time you tipped the guy who made change at the tollbooth? Or carefully bagged your lettuce at the grocery store? Or noticed or appreciated either one?

I kind of feel like Marriott is pushing their responsibility (ie: pay your staff accordingly and show appreciation) onto consumers. So now on top of turning off the lights to save the planet and using fewer towels for similar reasons, I have to make sure maid service is paid well and knows how much I appreciate that they made my bed. You know, the way they’re supposed to do because it’s their job.

Before you flip out, I tip housekeeping. And my hairdresser. And the car valet and the guy who hangs my coat. And even the annoying lady who hands me a paper towel after I use the bathroom even though I have figured out how to work the dispenser all by myself.

I also think tipping is a stupid cultural convention and should die so that employers are required to pay people a sufficient wage that does not require supplemental income by way of what amounts to random acts of generosity.

I also think it’s idiotic from the standpoint that Marriott is international and tipping is seen as everything from “nice to do” to an outright insult in various countries.

That aside, I resent that Marriott has now made this my responsibility. A thing I used to do out of appreciation and generosity is now something I’m being prodded to do because… marketing. It’s basically a PR ploy. Look how awesome Marriott is for supporting those poor underpaid workers! The ones who do backbreaking labor and go so unnoticed! We feel your pain! We heart you!

As long as someone else pays for it.

Whew. So now that I have that off my chest, how does this affect your small business?

It turns out (surprise!) that stupid self-serving marketing tactics are not the sole domain of the large, ugly corporation.

Even small companies can do self-serving things in the name of marketing. It’s with that in mind that I share three of the most egregious marketing ploys that I see, not just sometimes but over and over and over. So much so that it seems like somehow these stupid ideas have made their way into conventional marketing wisdom as just one of those things you do.

And if you read or listen to anything we say around here, you know how we feel about “conventional marketing wisdom”.

Allow me to demonstrate.

Sending Me A Birthday Present. To You.

If you’re on someone’s email list for long enough you will eventually cross that person’s birthday on the calendar. And then you can expect the Birthday Marketing Email.

The one where the sender tells you it’s her birthday. And then gives you a gift! Because how cool is that? And the gift is 10% off her eCourse. Or a free hour of consulting time when you buy two.

That’s not a gift to you. That’s a gift to her. That’s money in her pocket with a discount to you, otherwise known as a sale.

This is such an incredibly cliché and tasteless trope.

It negates the idea of gift-giving entirely, which is supposed to be about giving, not about expecting something in return.

And if you’re on that person’s email list long enough, her birthday will come around again and you’ll get the same “gift” offer where you are generously offered the opportunity to spend your money. Makes you wonder who’s doing the gift-giving, doesn’t it?

I want to wipe this practice off the face of the earth.

My birthday passed in August. Do you know what I told my email list about it? Nothing at all! Because sometimes you can just not capitalize on every human interaction. Sometimes you can just go about your business of being human.

And how’s this for an idea instead? Give an actual gift!

Last year on my birthday I did tell my email list about it. And I said I would give them a gift because I was so tired of the trope-disguised-as-gift marketing ploy that I decided to turn it on its head.

Do you know what I did?

I gave them an actual gift. No strings. I literally bought a gift for a handful of people. If I had the budget I would have bought a gift for them all but in the end a couple of people went home happy and that ended that.

Some things don’t need to be in the middle of a marketing campaign. And if they’re going to be, then at least be honest about it. Calling your promotional email a gift is just plain stupid.

Sorry if that hits a nerve but if I’m irritated by it, you can bet there are at least a few more of me out there. And I’d venture to say that you can be more creative than to jump on the birthday gift email bandwagon.

This Email.

I get a lot of stupid emails but some stand out above the rest as shining examples of how not to run your marketing. Just recently I received this email:

I've been tracking the success of your website while doing some research on your industry—I'm impressed with your company, but there are some real opportunities for growth that you currently are missing.

The sender went on to offer me… wait for it… online marketing services.

Perhaps with all her research and being so impressed and whatnot she missed the part where online marketing is my business.

Like trying to sell ice to Eskimos in winter.

Granted, this type of thing is really just spam but it’s not so far off from some legitimate marketing emails I’ve received.

They usually start out by telling me how wonderful I am, followed by how busy I must be, and how if only I would read on for a second, there’s an awesome opportunity awaiting me.

Part of the problem is that they are so generic as to be applicable to pretty much anyone in the world.

Dear Carol Lynn,

I noticed you’re breathing today and that reminds me that it would be the perfect time to tell you how great that is so how about buying my utterly irrelevant thing?

The other problem has to do with the “utterly irrelevant” part.

These senders have an email list of say, a thousand people. And all thousand of them get the same exact email with no consideration for relevance. Prospects, leads, customers, they all get tossed into a lump. Hot leads get the same message as cold leads. Good, paying customers get the same message as tire-kickers who only signed up for the free eBook.

When you email to a single faceless, generic group of people it necessitates a single, useless, generic email. Nobody wants to be treated like a demographic. And on the flip side, if you irrelevantly message people too many times you are quickly going to become The Boy Who Cried Wolf.

People will stop opening or reading your emails.

They won’t bother paying attention to you because they’ll know you’re not paying attention to them.

Has this hit a nerve with you? Sorry again but I have to say it… generic sales-y email messages are a dumb marketing idea.

Next time you want to send an email, think about WHO it’s going to. Not “my list”. But who on your list?

Then talk to them as a human being, not as a statistic.

Promotional Stuff Disguised As A Gift.

What’s worse than you asking me to send you a birthday gift (and pretending it's for me)?

You sending me a gift – a mug, a t-shirt, a box of candy – with your logo on it.

It’s called promotional stuff for a reason. Because it’s promotional.

You can effectively use promotional materials in your marketing but calling them gifts is not the way.

Let’s not belabor the point and get one thing straight in case my earlier diatribe didn’t sink in: a gift is only a gift if it’s given with consideration only for the recipient and with no expectation of return. No marketing boost. No sale. Nothing.

If you can’t give a gift without ulterior motive then don’t give a gift. Call it a promotion and move on.

The holidays are approaching and if I’ve done my job here then none of you reading this will send out a Thanksgiving fruit basket or a Christmas box of chocolates with your big, fat logo on it (and business card inside!)

Now, let’s add a dose of reality.

We’re in business, here. And business isn’t about altruism. We’d all be running charities if it were.

So it would be disingenuous to say that gift giving is purely altruistic. Maybe you send a couple of people gifts because you truly have a special relationship with them. But let’s face it, we send our appreciation and we offer gifts as part of building those relationships – the kind you need to build if your marketing (and business) is going to be effective.

So yes, gift giving can be part of your marketing strategy if your intent is to build goodwill, show gratitude and enrich relationships.

But you need to be extremely mindful of that intent and never cross the line into gifts that amount to no more than a sales pitch.

Because that’s just a stupid marketing idea.

So tell me… do you vehemently disagree with anything I’ve said here? Are you feeling a little rant-y because I’ve insulted a tactic dear to your heart, or maybe just one you’ve been guilty of?

We all do dumb marketing things from time to time… but that doesn’t mean we have to do them again! Share your opinion on good and bad marketing ideas - maybe some you’ve tried  and wished you could un-try or others you’ve have tried on you. I look forward to your thoughts!


WSS #0013: Who Gets SEO In The Divorce?

This is Episode 13 of The Web.Search.Social Marketing Podcast, a podcast for small businesses, whether you’re a solopreneur working from your kitchen table or managing a team of 50. 

Today's episode gets off to a bang as we tackle the subject of SEO, inspired by an article written by an industry-leader that reads like one big contradiction. Search is important for a lot of businesses that rely on it for leads and customers but it's also one of the least forgiving areas when it come to the "try - test - measure - try again" approach. Listen in as we share our thoughts on SEO, the dos, don'ts and definitely nots. We also talk email marketing and more.

In This Episode We Talk About

  • Why the article is wrong without being wrong.
  • The perils of the DIY approach to SEO and what small businesses should be aware of.
  • How we helped one client go from a 3% open rate on his marketing emails to a 37% open rate in one try.
  • And more conversation about marketing, two-factor authentication and whether or not it’s time to get divorced.

Links & Resources

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Direct download: 0013-who-gets-seo-in-the-divorce.mp3
Category:marketing, seo -- posted at: 12:00am EDT

WSS #0012: Podcasting: The Next Frontier Of Marketing And Why You Need To Jump On The Bandwagon

This is Episode 12 of The Web.Search.Social Marketing Podcast, a podcast for small businesses, whether you’re a solopreneur working from your kitchen table or managing a team of 50. 

Are you podcasting for business? If not, it may be time to rethink it as the next step on your road to business success. Podcasting may be the next best frontier for marketing where you won’t be drowned out by the competition. It doesn’t have to be hard to jump in so listen to Chris Curran talk about how to get started and what podcasting can do for your business.

In This Episode We Talk About

  • Using podcasting to build your authority and grow your business relationships.
  • How podcasting can be a rich source of content for your business.
  • Whether it’s easy or hard to do and how you can work it into your marketing plan.
  • What you need to get started (and why it has nothing to do with microphones and editing software).
  • And more about on-demand content and the new “podcast button” being built into 2015 cars.

Links & Resources

 

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WSS #0011: BLOG > Forget About Content Being King. Forget About Contact Being King. Let's Talk About The Queen.

Read the full article at http://www.websearchsocial.com/forget-about-content-being-king-forget-about-contact-being-king-lets-talk-about-the-queen/

Direct download: 0011-blog-forget-about-content-being-king-lets-talk-about-the-queen.mp3
Category:marketing -- posted at: 12:00am EDT

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