The Duct Tape Marketing Podcast Archive

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Why Your Business Must Focus on Google Local Listings

Mike Blumenthal

Mike Blumenthal

Marketing Podcast with Mike Blumenthal

If you run a business that relies on local customers then you’ve probably come to the conclusion that being found online – even though a purchase may be made offline – is paramount to your success.

All the sales expertise, brilliant product demos and awesome packaging won’t amount to much if you’re not actually in the game.

As consumers, we’ve created and adopted all manner of ways to filter out unwanted sales messages, even those we may actually need to hear.

The key then for local businesses is to do everything in their power to show up early in the buyer’s journey by placing great emphasis on things that will help you show up in the search engines – particularly in Google Maps and on mobile devices.

This includes doing things like creating local content, focusing on reviews and making sure your listings in directories are accurate and up to date.

My guest for this week’s episode of the Duct Tape Marketing Podcast is Mike Blumenthal, one of the North America’s leading Google local search experts and creator of the Understanding Google Places and Local Search blog.

Questions I ask Mike:

  • Why is Google search so important for local business owners?
  • How do you get into the Google Local 5,7,3 pack?
  • What is the difference between local and organic ranking?

What you’ll learn if you give a listen:

  • Why it is so critical to make sure all of your business information must be accurate and up-to-date
  • How reviews help your local search rankings
  • How social media and offline marketing helps search results

Proven Strategies for Local Lead Generation

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Marketing Podcast with Mark Z. Fortune and Kevin Jordan

Every local-based business wants to improve their local lead generation process. Leads are the life-blood of your marketing efforts. The best salespeople can convert those leads into sales, but without leads even the best sales force on the planet can’t bring you more business.

That is why lead generation is one of my favorite subjects to discuss, and the topic of a new book from a group of my friends and Duct Tape Marketing Certified Consultants called Local Lead Generation: Proven Tips to Help Grow Your Business.

My guests for this week’s episode of the Duct Tape Marketing Podcast are Mark Z. Fortune and Kevin Jordan, Certified Duct Tape Marketing Consultants and co-authors (among others) of The Small Business Owner’s Guide to Local Lead Generation: Proven Strategies and Tips to Grow Your Business. We discuss the new book, how to improve your total online presence.

Questions I ask Mark and Kevin:

  • What are some of the common mistakes small business owners make?
  • How do I get customers to visit my website?
  • Why shouldn’t you just buy traffic with pay-per-click?

What you’ll learn if you give a listen:

  • Why it is so critical to focus on local search and local lead generation
  • How reviews draw customers into your store
  • What the role of social media is in local search

We’re All On The Same Side in Sales

Marketing Podcast with Ian Altman

same side sellingThere was a time, a really long time, where selling was compared to winning a game, outflanking your opponent or capturing your prey. And maybe when the seller held a few of the cards there was some truth to the analogies.

But then the Internet came along and gave the buyer most of the power. They could now source any supplier, determine who really delivered on their promises and just what the price should be. So what’s a hunter to do now? Get on the same team as the buyer. Become a source of value and insight in helping the buyer determine the best approach for them. That’s the essence of Same Side Selling.

My guest for this week’s episode of the Duct Tape Marketing podcast is Ian Altman, owner of Grow My Revenue, author of Upside Down Selling and co-author of Same Side Selling: A Radical Approach to Break Through Sales Barriers with Jack Quarles. We discuss his new book, and this radical paradigm shift in selling.

Questions I ask Ian:

  • What do you mean by “Same Side Selling?”
  • Why should you “get to the truth” of a sale?
  • How would you sell value over price?

What you’ll learn if you give a listen:

  • Why you should focus on solving problems when trying to make a sale.
  • Three different sales personas, and which persona you should strive for.
  • Why sometimes you should occasionally walk away from a sale.

This week’s episode of the Duct Tape Marketing Podcast is brought to you by MarketingProfs. Do you have the write stuff? Unleash your inner writer by downloading the latest MarketingProfs marketing writing kit for free! Visit: http://mprofs.com/ducttape

Focus on Yourself to Go Further

Brian Clark via @brianclark on Twitter

Brian Clark via @brianclark on Twitter

Marketing Podcast with Brian Clark

This week I sat down and had a long chat with my old friend Brian Clark. We talked for about an hour (we only recorded about 25 minutes worth) and it reminded me just how important it is to take the time to connect and reconnect with every important relationship.

If you give the recording a listen what you’ll find is less of an interview and more like two good friends talking about stuff that matters to them.

As I’m sure most of you know, Brian is the founder of Copyblogger and producer of the Rainmaker Platform.

In this episode, we talk about his latest venture is Further – a curated newsletter of tips for living a better life. And we discuss the past, present and future of content marketing and Brian’s many ventures in marketing.

I think it’s a huge testament to growth to see how Clark has evolved both professionally and personally and Further is a manifestation of that growth

Questions I ask Brian:

  • What makes the Rainmaker Platform special?
  • Why take the time on a new feature that isn’t business oriented?
  • How do you use neuroscience to make yourself feel better and more effective at work?

Things you’ll learn if you give a listen:

  • How content creators change their view of content distribution over time
  • How Brian refocused his life from business and to more important things
  • Why not everything is about making money

This week’s episode of the Duct Tape Marketing Podcast is brought to you by MarketingProfs. Do you have the write stuff? Unleash your inner writer by downloading the latest MarketingProfs marketing writing kit for free! Visit: http://mprofs.com/ducttape 

Classic Podcast: How to Differentiate Your Business

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Marketing Podcast with Bernadette Jiwa

For this week’s episode of the Duct Tape Marketing Podcast, we’re turning the clock back to 2013 and one of the most popular, and one of my favorite interviews of all time. We’re revisiting my chat with Bernadette Jiwa, and we talk about her then new book Make Your Idea Matter. Since speaking to her, she has published three more books including The Fortune Cookie Principle, Difference and her latest, Marketing: A Love Story. You can visit her very popular marketing blog, The Story of Telling here: http://thestoryoftelling.com/

Jiwa is someone you should be following if you’re not. She created her brand by doing one thing very well – creating content people love.

She’s the leading voice these days on differentiating your business and someone that has proven you can build a large and loyal following through content.

Questions I ask Bernadette:

  • How writing a book based on a blog is different than writing a “Big Idea” book
  • How do you define branding in a small business setting?
  • How can a single moment play into the definition of your brand?

What you’ll learn if you give a listen:

  • How to differentiate your business and not be boring
  • How to decide on what to write
  • How your customers are involved in the creation of your brand 

This week’s episode of the Duct Tape Marketing podcast is MarketingProfs. Do you have the write stuff? Unleash your inner writer by downloading the latest MarketingProfs marketing writing kit for free! Visit: http://mprofs.com/ducttape

Why is Local Search So Important?

Marketing podcast with David Mihm

In answer to the question in the title of this post, chew on a few of these stats:

  • 82% of local searchers follow up offline via an in-store visit, phone call or purchase (TMP/comScore)
  • 74% of internet users perform local searches (Kelsey Group)
  • 61% of local searches result in a purchase (Search Engine Watch)
  • 59% of consumers use Google every month to find a reputable, local business (Search Engine Watch)
  • 37% of all searches are done on mobile (ClickZ)
David Mihm

David Mihm

If  you own a business that thrives on doing business locally, you must understand how businesses in local markets are found today.

Sure, a lot of people find local businesses by asking a friend for a recommendation and if you are lucky enough to have made a positive impression on said friend there’s a chance your business will benefit. But, as the stats above reveal, today you must show up strong when people inevitably turn to a search engine – even after a recommendation from a friend – to find local goods and services.

My guest for this week’s episode is one of the world’s foremost local SEO experts and Director of Local Search Strategy for Moz.com, David Mihm.

Questions I ask David:

  • What is the difference between local SEO and traditional SEO?
  • What changes do you foresee in local SEO in the future?
  • How has content marketing affected local search?

What you’ll learn if you give a listen:

  • How location changes your search results on Google
  • How reviews, even industry specific reviews, are affecting search results
  • What is a knowledge card, and why it matters now and in the future

Check out Moz.com’s local search learning center at https://moz.com/learn/local

If this topic seems appealing join me for a live webinar – How to Win With Local Search – Thursday, May 28th – Noon CDT (GMT-5) – Enroll here

This episode of the Duct Tape Marketing Podcast is brought to you by Hostgator, where you’ll get 24 hour live support via chat, phone or email, 1-click WordPress installs, easy-to-use website builder, design services, marketing services like SEO and PPC, and for my listeners: a 30% Discount. Go to www.Hostgator.com/promo/ducttape

Master the Habits of Your Life

Marketing Podcast with Gretchen Rubin
betterthanbefore

Habits are big business. In fact, creating, chaning and keeping habits has created an entire multi-billion dollar industry for books, apps, coaching, training and countless products.

And why not, habitual behavior makes up about 90% of how we go through the day whether we are conscious of it or not.

Our habits dictate how much we get done, how we feel, and how we come off to others. So, doesn’t it make logical sense that good habits serve us and bad habits drain us?

Well as many of you surely know it’s not that simple. I mean, well-educated, thinking individuals often know what they “should” do, but still reach for the closest processed junk food they can find. So what’s the answer to forming and keeping the habits that are right for each of us?

My guest for this week’s episode of the Duct Tape Marketing podcast is Gretchen Rubin, author of the new book Better Than Before: Mastering the Habits of Our Everyday Lives. She also hosts a podcast called Happier with Gretchen Rubin

One of the  things I like most about Rubin’s approach is she starts off by acknowledging that there is no one routine that will work for all. First you have to decide what kind of habit person you are. For example, getting up at 5:30 am is a habit that serves me well. I’m a morning person and I get a ton done before many people have had their first coffee. But, there are those that don’t get the creative juices flowing until around midnight – do you think telling them to get up at 5:30 am is going to work?

Rubin’s book is a great addition for those people who realize life is basically a work in progress!

Back in 2012 I interviewed Charles Duhrigg – author of The Power of Habit, you might like to give it a listen as well.

Questions I ask Gretchen:

  • What is it like to be an expert on the topic of happiness?
  • What did you learn about yourself while writing this book?
  • How do you keep a routine while traveling?

What you’ll learn if you give a listen:

  • How to be happier by adjusting your daily routines.
  • How to form your positive habits based on your personality.
  • How legal terms can help you keep to your diet.

This episode of the Duct Tape Marketing Podcast is brought to you by Hostgator, where you’ll get 24 hour live support via chat, phone or email, 1-click WordPress installs, easy-to-use website builder, design services, marketing services like SEO and PPC, and for my listeners: a 30% Discount. Go to www.Hostgator.com/promo/ducttape

Why Do Buyers Trust Content So Much?

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Marketing Podcast with Marcus Sheridan

Today, educational content is the price of admission. If you’re not consistently producing high quality, useful content that addresses the questions, concerns and needs of your prospects and customers there’s a really good chance you won’t get found, won’t stand out and won’t garner the kind of trust needed to make a sale.

Oh,  but if you produce useful content on a regular basis you can leave your competition in the dust – particularly if you’re in one of those industries where “nobody blogs.”

My guest for this week’s episode of the Duct Tape Marketing Podcast is “The Sales Lion” Marcus Sheridan, one of the most sought-after speakers on the topic of content marketing. He is also the owner of River Pools and Spas.

Sheridan did not start out as a content marketing expert. He started out as a guy trying to figure out how not to go bankrupt trying to sell swimming pools. What he discovered, and soon latched on to, was that pool buyers had lots of questions, lots of concerns and did lots of research. When he started producing content that addressed all of the above, he saw traffic, leads and eventually sales begin to spike.

Sheridan got so good at inbound and content marketing that his pool business became one of the biggest in the region and eventually people started asking him to come tell them how he did.

Plain and simple – a commitment to consistently producing high quality, useful information and then making content everyone’s job.

Questions I ask Marcus:

  • How do you make content creation everyone’s job in smaller firms?
  • What kinds of results have you seen from your clients who follow through with content production plans?
  • Where do you get new ideas to create great content?

What you’ll learn if you give a listen:

  • A definition of content marketing that is truly timeless
  • How to put yourself in the mind of your consumer to create better content
  • Why your content needs to be honest and transparent

This episode of the Duct Tape Marketing Podcast is brought to you by Hostgator, where you’ll get 24 hour live support via chat, phone or email, 1-click WordPress installs, easy-to-use website builder, design services, marketing services like SEO and PPC, and for my listeners: a 30% Discount. Go to www.Hostgator.com/promo/ducttape