Seth Godin’s This is Marketing: What it Means for Brands

Seth Godin’s new book This is Marketing sums up the lessons of his previous books.

In the past Marketing was Advertising. Many Brands and businesses used to buy ads to interrupt prospects in the hope that people would buy. However, with so many media channels, the advertising of yesterday has lost its effect.

What this means for Marketers is that they need to build trust, engagement, community and earn permission to contact prospects and customers. With the ever-increasing privacy legislation such as GDPR, Marketers will pay a high price for SPAM.

Also, today there are many micro-markets of products and services as opposed to one mass-market. Frequency has surpassed reach in terms of effectiveness. Marketers need to tell a compelling story that resonates with the people they seek to serve.

Marketers need to improve their knowledge of customers to enhance the customer experience and engagement. Brands need to have conversations with customers as opposed to talking at them.

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Ideas that jumped out at me while reading and listening to the book

Seth dissects Marketing, showing the reader that today’s successful marketer is generous and gives value to the customer as opposed to stealing their attention.

Chapter 19, the chapter on funnels is very interesting because it shows how to look at the funnel in a new way.

Seth explains how to shorten the sales cycle by making it easier for prospects to engage and purchase a product.

He demonstrates how to do funnel math to see if and when marketers should advertise using paid ads along with how to know if ads will pay for themselves.

In this chapter, Seth shows how marketers should focus on serving micro-markets as opposed to the mass market.

This idea is illustrated in Jeff Moore’s book Crossing the Chasm. Seth takes this concept, and explains how to move a product from micro-markets to the mass market but surprises the reader by demonstrating that marketers can be successful by catering to a micro-market.

Seth illustrates this in the long tail concept where he shows that hits are exceptions to the rule. Instead he shows that selling a lot of different products to different people is the way that most marketers will find success today and in the future.

What is next in Marketing? Comment and share.

Bonus Content

I have had the pleasure of meeting Seth on two occasions. Here are videos and pictures of the talks.

Key Insights from the World Business Forum

8 Takeaways from Advertising Week 2018

Advertisements

4 Key Insights from DMWF

Last week I covered the Digital & Social Marketing Conference in New York.

There were many amazing panel discussions on Digital and Social Marketing. My key takeaways were:

1. Influencer Marketing is growing and it is up to brands to get it right.

2.Brands need to use Social Listening to understand their Customers if they expect to grow.

3. Brands need to have two-way conversations with customers across social channels instead of just broadcasting one way advertising messages.

4. Creating and using infographics are great ways to engage an audience.

Additional Panels

How Content and Social Media will Evolve

https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fdgalantenyc%2Fvideos%2F10156788209472418%2F&show_text=1&width=267

How Gerber improved the Customer Experience to transform its Brand

https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fdgalantenyc%2Fvideos%2F10156785648807418%2F&show_text=1&width=267

How do you think Marketing will change?

Comment and share below.

 

Organic Strategies for Growth (Podcast/Video Style)

Additional Resources

10 Ways to grow your Audience & Build a Customer Base
There are many ways to grow an audience and build a customer base. Here are 10 strategies for you to grow your audience…www.linkedin.com

25 Sales & Marketing Strategies to Drive Revenue
The purpose of the Sales & Marketing functions is to drive revenue for the organization. Below you will find 25 Sales &…www.linkedin.com

100 Days to Increased Brand Awareness and Sales Enablement
When Brand awareness and Sales are low for brands, it is tempting to start using social media and blogging to solve the…www.linkedin.com

3 Ways Small Business can use Word of Mouth Marketing to Drive Sales
Word of Mouth Marketing is one of the most powerful tools that you can use to build your business. Whether you are a…www.linkedin.com

How to use Marketing to Align the Customer Experience & Customer Journey
The Customer Experience and Customer Journey is being disrupted by technology. The technology comes in the form of…www.linkedin.com

Sales, Marketing & Social Media Today
2018 continues to be the year of Brand Safety for Brands, Advertisers and Agencies as the industry status quo was…dangalante.me

Dan Galante | Professional Profile | LinkedIn
View Dan Galante’s profile on LinkedIn, the world’s largest professional community. Dan has 11 jobs listed on their…linkedin.com

Dan Galante
Dan is passionate about using Marketing to help businesses drive sales. Certified in Inbound Marketing, Dan has worked…slideshare.net

Dan Galante
Dan is passionate about using Marketing to help businesses drive sales. Certified in Inbound Marketing, Dan has worked…dangalante.com

About the Author

Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include Start Ups, Political Campaign and a Digital Marketing Conference.

Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment.

He writes and publishes a business blog on the topics of Sales, Marketing and Social Media entitled Sales, Marketing & Social Media Today.

Dan is seeking a full-time marketing role. He is interested in roles in Direct, Digital, Content and Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

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Sales, Marketing & Social Media Strategies for Organic Growth

There are many ways to grow a business organically across the organization. Here are strategies, tips and insights to achieve this goal.

Sales

Dan Galante

Small Business

Small Business Marketing 101

from

Dan Galante

Start ups

Inbound

4 Basics of Inbound Marketing & Sales

from

Dan Galante

Digital Marketing


from

Dan Galante

Content Marketing

Social Media Marketing

Content Creation & Customization


from

Dan Galante

Growth Marketing

from

Dan Galante

Additional Resources

10 Ways to grow your Audience & Build a Customer Base
There are many ways to grow an audience and build a customer base. Here are 10 strategies for you to grow your audience…www.linkedin.com

25 Sales & Marketing Strategies to Drive Revenue
The purpose of the Sales & Marketing functions is to drive revenue for the organization. Below you will find 25 Sales &…www.linkedin.com

100 Days to Increased Brand Awareness and Sales Enablement
When Brand awareness and Sales are low for brands, it is tempting to start using social media and blogging to solve the…www.linkedin.com

3 Ways Small Business can use Word of Mouth Marketing to Drive Sales
Word of Mouth Marketing is one of the most powerful tools that you can use to build your business. Whether you are a…www.linkedin.com

How to use Marketing to Align the Customer Experience & Customer Journey
The Customer Experience and Customer Journey is being disrupted by technology. The technology comes in the form of…www.linkedin.com

Sales, Marketing & Social Media Today
2018 continues to be the year of Brand Safety for Brands, Advertisers and Agencies as the industry status quo was…dangalante.me

Dan Galante | Professional Profile | LinkedIn
View Dan Galante’s profile on LinkedIn, the world’s largest professional community. Dan has 11 jobs listed on their…linkedin.com

Dan Galante
Dan is passionate about using Marketing to help businesses drive sales. Certified in Inbound Marketing, Dan has worked…slideshare.net

Dan Galante
Dan is passionate about using Marketing to help businesses drive sales. Certified in Inbound Marketing, Dan has worked…dangalante.com

About the Author

Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include Start Ups, Political Campaign and a Digital Marketing Conference.

Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment.

He writes and publishes a business blog on the topics of Sales, Marketing and Social Media entitled Sales, Marketing & Social Media Today.

Dan is seeking a full-time marketing role. He is interested in roles in Direct, Digital, Content and Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

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100 Days to Increase Brand Awareness and Sales Enablement

image via image via https://marketingtechblog.com/infographic-closing-the-gap-between-sales-marketing-through-sales-enablement/

When Brand awareness and Sales are low for brands, it is tempting to start using social media and blogging to solve the issue. At first this sounds like a great idea, but without a well thought out plan, Brands will fail and damage the credibility they have built.

Prior to using social media and blogs, Brands have to examine what they want their Brand to mean. Market Research and Buyer Personas need to examined and updated.

image via smartdraw.com

Everything from digital assets, Sales/Marketing collateral effectiveness, product messaging and the logo needs to be examined. It is important to have a clear consensus and consistency on your brand voice. Brands need to ask their customers what the brand means to them as well. Once this analysis is completed, the brand vision needs to be compared to the way customers see it. Brands should make changes to align the customer vision to the Brand vision.

Previously, I have written two articles 10 Ways to Grow your Audience and Build a Customer base and Social Media 101. This serves a time line to executing that plan.

Within 30 days

Create a handle that matches the company name

Start sharing articles they create and from outside industry sources to engage the followers and start to build reciprocal relationships

Share related follower content

Within 60 days

Host Twitter chats on industry related topics

Within 90 days

Use Periscope to shoot live videos

  1. LinkedIn

Within 30 days

Start using the LinkedIn publishing platform to publish content

Use this content to connect with and identify with prospects and customers

Share LinkedIn content on company page

Promote company page to gain more followers

Provide product offerings on the company page

Create a user group and invite current and prospective customers to join

Within 90 days

Use this group to take the discussion offline and have events

2. Facebook

Promote company page to gain more followers

Provide the types of software integrates with on the company page

Create a user group and invite current and prospective customers to join

Within 90 days

Use this group to take the discussion offline and have events

Use Facebook live to host chats

3. Pinterest/Instagram

Within 60 days

Use Visuals to engage with potential customers

4. Blog Content Creation

Within 30 days

Search Google trends for key terms around industry to build a niche audience

Create content around these terms to build up authority in the search engines

5. Website suggestions

Take ownership of the brand Handle the creation and updates of websites internally

Place a menu for the blog at the top of the site menu so it is easier to find

Have an in the news section visible on the navigation

Do not include company name in the title of articles

Make content easy to share by placing share buttons on each of content

Create calls to action on social channels encouraging email sign up for blog

6. YouTube

        Within 30 days

Place share button for YouTube on website, upload webinar content to YouTube

Within 90+ days

Have a video podcast with guest speakers on industry topics to build up subscribers on YouTube

7. Improving a Talent Brand

image via https://business.linkedin.com/talent-solutions/blog/2012/10/new-employer-brand-research

Build a Presence on other Social Media channels many overlook

  1. SlideShare

Content Curation

Within 30 days

Repurpose blog posts into presentations on SlideShare to cater to different types of learners

Write blog posts and LinkedIn articles using SlideShare embed the information

Use SEO tags to get found in the right places

2. Share content to Google+

Within 30 days

Build out a company page share tips and insights around customer

Blogging

   1. Tumblr/WordPress/Medium

WithIn 30 days

Publish content on Tumblr/WordPress/Medium

Obtain domain name for each

Email Marketing

Ongoing

Use blog to build up a subscriber list

Share links to blog content, webinars, offers etc… in email

Get opt in during purchase of product and during demos

Make sure blog has a place for people to subscribe along with social followers

6. Analytics

Ongoing

Use analytics data from, website and social networks and email campaign to measure engagement, examine traffic sources and make decisions on strategy going forward

7. Event Marketing

90+ days

Use Social Media to organize and promote events to the get product in front of industry

Attend industry tradeshows

After all organic Marketing is maximized

Paid Options

  1. LinkedIn

Use content we create and advertise using the sponsored story feature targeting prospects and customers.

KPI: For Brand Awareness choose the Impressions option

KPI: For Conversions choose the PPC option

Create a display ad driving people to the site

2. SlideShare

Create a lead generation form to capture the email addresses of people viewing content

3. Twitter

Create display ad that drives people to the site

KPI: For Brand Awareness choose the Impressions option

KPI: For Conversions choose the PPC option

4. Google/YouTube

Create visual display ads to drive traffic to website

ie Google Display network, Adwords, Bing Ads

Sponsor webinar and YouTube video content

How have you increased Brand Awareness and Sales Enablement? Comment and share below.

Additional presentations can be found here.

About the Author

Dan is passionate about using Marketing to help businesses drive sales. HubSpot Certified in Inbound Marketing, Dan has worked on various marketing assignments including Start Ups, a Political Campaign & a Digital Marketing Conference.

Prior to teaching, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught & trained Dentists on the company’s products & services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes & publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 17,000 followers on LinkedIn & over 13,000 on WordPress.

Dan is seeking a full-time marketing role in Direct, Inbound, Digital, Content & Social Media Marketing. He is willing to be a CMO to create and build out the Marketing function of your organization if it does not exist. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.