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The Five Most Engaging Podcasts of the Year

marketing podcastI’ve been recording podcast interviews since some time in 2005 and it’s one of my favorite things to do. The show has opened some pretty cool doors and allowed me to meet some very cool people.

This year I met the likes of Harvey MacKay, Stephen Pressfield, Eric Reis, Derek Sivers, Kevin Kelly and Hugh MacLeod through my podcast and reconnected with old friends such as Seth Godin, Guy Kawasaki, Chris Brogan, David Meerman Scott, Peter Shankman and Scott Ginsberg.

The following five episodes make up what you my readers called my most engaging shows of the year.

1) Anything You Want

This week’s guest on the Duct Tape Marketing Podcast is Derek Sivers, founder of CDBaby and author of Anything You Want 40 Lessons (When you buy any version of the book you can grab 200 musical downloads as a gift from Derek too!)

2) The New New New Rules of Marketing and PR

My good friend David Meerman Scott stopped by the Duct Tape Marketing Podcast recently to talk about the release of the 3rd Edition of his mega best selling book The New Rules of Marketing and PR. This book changed the way many people think about marketing and has remained on many a “must read” list since it was first released.

3) 5 Google Plus Tips and Chris Brogan

For this week’s episode of the Duct Tape Marketing Podcast I grabbed a few minutes with Chris Brogan. Chris is the founder of Human Business Works, writes and speaks on all things related to social media and is a documented Google Plus fanboy.

4) 5 Types of Content That Every Business Must Employ

The creation and distribution of content has become such a significant aspect of effective marketing that it requires a high place in the strategy conversation in most every business.

Some might go as far as to suggest content marketing has become the most effective way to build a business.

5) Understanding the Most Fundamental Shift in Marketing

When I want to make marketing extremely easy to understand, I sit small business owners down in front of the above graphic and have them fill in some process, touchpoint, campaign, product of service in each of the seven blanks. The idea behind this graphic I call the Marketing Hourglass is that marketing is no longer a hunt and close business, it’s a be found, build trust, nurture, wow and refer business.

Is Newsjacking a Legitimate Tactic

My friend David Meerman Scott just released an all digital book called Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage.

newsjackingThe idea behind this very quick read is to involve your brand in some breaking news story using real time tools to garner some of the publicity by being a part.

Here’s my take – this book is not for everyone. In fact, many people should not read it because the tactics Scott talks about require a great deal of strategy, subtlety and grace to pull off effectively. There are many pitfalls to newsjacking done wrong and I suspect many people will misuse Scott’s message and means.

Scott gets how to do this like few do and he’s studied both the good and bad, but make no mistake this is both a powerful and legitimate tactic only for those who use great restraint and know how to strategize on the fly – if that’s you – you need this book.

The New New New Rules of Marketing and PR

Marketing podcast with David Meerman Scott (Click to play or right click and “Save As” to download – Subscribe now via iTunes or subscribe via other RSS device (Google Listen)

My good friend David Meerman Scott stopped by the Duct Tape Marketing Podcast recently to talk about the release of the 3rd Edition of his mega best selling book The New Rules of Marketing and PR. This book changed the way many people think about marketing and has remained on many a “must read” list since it was first released.

The first edition came out in 2006, right at the edge of the social media explosion, so naturally version two included the addition of social media.

So, what’s changed in the last few years enough to warrant a third edition?

The Third Edition, features completely updated case studies and examples also includes a very useful Marketing and PR Strategy Plan template that will help people get started using a step-by-step approach to social media.

In addition there’s a new chapter on social media measurement and ROI tracking. David is staunch promoter of the “The Power of Free.” and that chapter should be required reading for all marketers. The book also includes a discussion on the use of Real-Time tactics made available by the real time nature of news and events reported online. The case studies in this vein are extremely interesting and feature some very creative marketing thinking.

The biggest addition to the book, however, is the inclusion of a section on mobile. Mobile is last year’s social and marketer need to understand both the new tools and new behavior that comes with building a business in a world gone increasingly mobile.

You can listen to the show by subscribing the feed in iTunes or a variety of other free services such as Google Listen (Use this RSS feed) or you can buy the Duct Tape Marketing iPhone app. (iTunes link – Cost is $2.99) or

Thursday Guest Stars

Here are your guest contributors for Thursday’s edition of the Duct Tape Marketing Small Business Week iPad Giveaway.

Read each of the five posts that follow and click our entry form link to match the guest star with their post.

Keith Ferrazzi
Keith Ferrazzi is the author of Never Eat Alone and the founder of the Relationship Masters Academy, an online training program for networking that offers the structure and support to put Keith’s bestselling books into action in your life for unparalleled career success and satisfaction. Go here to learn more!

Joseph Jaffe

Joseph Jaffe is President of jaffe, LLC.  His popular blog and audio podcast, “Jaffe Juice”, provides daily and weekly commentary respectively on all things new marketing. His latest book, “Flip the Funnel: How to use existing customers to gain new ones,” presents a powerful hypothesis that retention can become the new acquisition through the strategic incorporation and elevation of customer service, customer experience and customer initiated word-of-mouth, content creation and incentive-based referrals.

David Meerman Scott

David is the author of 7 books, Real-Time Marketing & PR , is his newest addition to the collection.  His blog – Web Ink Now – is ranked by AdAge Power 150 as a top worldwide marketing blog.  David has presented at hundreds of industry conferences and events and the marketing programs he has developed are responsible for selling over one billion in products and services worldwide.

Bob Burg

Bob Burg’s national bestseller, The Go-Giver, has been heralded as a new business classic.  Bob is an advocate, supporter and defender of the Free Enterprise system, believing that the amount of money one makes is directly proportional to how many people they serve and how well they serve them. Find out more information about Bob Burg here.

Rohit Bhargava

Rohit is a founding member of the Ogilvy 360 Digital Influence team, the world’s largest global network of social media strategists. His personal marketing blog called Influential Marketing has been recognized as one of the top 25 marketing blogs in the world and was featured in the Wall Street Journal. He also teaches global marketing at Georgetown University.

Sonia Simone

Sonia Simone is the senior editor of Copyblogger and a co-founder of Copyblogger Media, a company with a suite of valued marketing and training products and more than 55,000 customers. Copyblogger Media empowers online writers and content producers to command attention, create engagement, and influence people as powerful players in the new media revolution.

How Do I Get More Leads in the Top of the Funnel 1

This post is one in a series of five guest posts authored by the super star bloggers pictured below. As part of a celebration of National Small Business Week we are asking readers to match all five guests posts up with the contributing blogger to be entered for a chance to win an iPad2. Read all five posts in today’s series and come back each day this week for five new posts in this great educational series and another chance to win.

David Meerman Scott

David is the author of 7 books, Real-Time Marketing & PR , is his newest addition to the collection. His blog – Web Ink Now – is ranked by AdAge Power 150 as a top worldwide marketing blog. David has presented at hundreds of industry conferences and events and the marketing programs he has developed are responsible for selling over one billion in products and services worldwide.

How Do I Get More Leads in the Top of the Funnel 1

Say NO to squeezing your buyers. You have a choice.

When you want to get more “leads” into the top of your sales funnel, you have the option of not requiring people to register to get the valuable content that your company creates (an ebook or white paper perhaps).

Here are the three options for offering valuable information:

1. Requiring an email address (and other personal information) prior to your buyers being permitted to download content. With a gate, each person downloading becomes a valuable sales lead. This is a very typical yet flawed approach.

2. Making the content totally free with no registration required. Value comes from many more people consuming and spreading your content.

3. Implementing a hybrid scheme. This takes a leap of faith but typically pays off for those who try this controversial approach.

The vast majority of marketers choose option 1 and require a form up front to get leads. You must resist this because:

- Registration is a holdover from direct mail days (when a business reply card was the way to fulfill a white paper request). Is a direct mail technique right for today’s hyper-connected web?

- Requiring registration greatly reduces the number of people who download something. One of my ebooks has been downloaded close to one million times. With a registration requirement, I’m convinced it would be only a few thousand.

- Because bloggers do not like to send their readers to something that could cause them to get onto unwanted lists, when there is a registration requirement, very few (if any) bloggers will talk it up and you get little or no inbound links.

- When lots of people link to your stuff, you rise in the search results. For example, The MailerMailer Email Marketing Metrics Report is number one for their important phrase email marketing metrics as a result of free content. With a squeeze page, you’re lucky to get into the first 20 pages on Google for a phrase like “email marketing metrics”.

But you want leads, right? So for you option 2 (just making the content free) may not work.

That’s why when asked about this religious discussion in my live presentations, I also offer a third option, which is a hybrid.

I suggest the first offer be totally free (such as an ebook). Then within the ebook, have a secondary offer that requires registration that you can use to capture leads. A secondary offer might be a Webinar or free trial or something else of value.

This hybrid approach will both spread your ideas and generate leads!

Read the rest of today’s mystery posts here

How Do I Get More Leads in the Top of the Funnel 2

This post is one in a series of five guest posts authored by the super star bloggers pictured below. As part of a celebration of National Small Business Week we are asking readers to match all five guests posts up with the contributing blogger to be entered for a chance to win an iPad2. Read all five posts in today’s series and come back each day this week for five new posts in this great educational series and another chance to win.

Rohit Bhargava

Rohit is a founding member of the Ogilvy 360 Digital Influence team, the world’s largest global network of social media strategists. His personal marketing blog called Influential Marketing has been recognized as one of the top 25 marketing blogs in the world and was featured in the Wall Street Journal. He also teaches global marketing at Georgetown University.

How Do I Get More Leads in the Top of the Funnel 2

There was a moment in the movie Forrest Gump where he was caught with his friend Lieutenant Dan in a huge storm on board their shrimp boat. As a storm rolls in and destroys all the boats docked at the port, Gump’s boat survives thanks to being out at sea. He comes back, ends up with a relatively monopoly over shrimp boating and gets rich.

So the obvious lesson here for getting more leads is to watch for storms and hope to be the last boat standing. Of course, that will probably be hard advice to follow if you happen to not be in the business of shrimp boating, or not really excited about the idea of having a business strategy focused on hoping for a big storm.

The irony is, that is exactly what many small businesses are doing with their marketing by placing ads in locations that are unlikely to be acted on, following ill-advised trends or advice to create social media graveyards (which never see the light of any attention or conversation), and assuming that just offering a good product or service will spread.

Hope is not a marketing strategy.

Instead, consider that leads come from many different methods. Here are a few that could be worth focusing on:

1. Show up in real life. There are dozens of events taking place in just about every region. Are you making an effort to show up and meet the right people in person?

2. Share expertise for free. Often you will be in a position where you are selling some type of expertise – but how much of it are you offering for free? Free advice, particularly online, has a way of paying off in terms of building your reputation as an expert. And reputation leads to, well, leads.

3. Make powerful friends. As the new social media adage goes – it’s not who you know, but who knows you. The more influencers who you can build relationships with, the more likely those will come back to your business directly with new leads and referrals based on what you do.

Read the rest of today’s mystery posts here

How Do I Get More Leads in the Top of the Funnel 3

This post is one in a series of five guest posts authored by the super star bloggers pictured below. As part of a celebration of National Small Business Week we are asking readers to match all five guests posts up with the contributing blogger to be entered for a chance to win an iPad2. Read all five posts in today’s series and come back each day this week for five new posts in this great educational series and another chance to win.

Sonia Simone

Sonia Simone is the senior editor of Copyblogger and a co-founder of Copyblogger Media, a company with a suite of valued marketing and training products and more than 55,000 customers. Copyblogger Media empowers online writers and content producers to command attention, create engagement, and influence people as powerful players in the new media revolution.

How Do I Get More Leads in the Top of the Funnel 3

It’s funny how many of our moms’ and grandmas’ most-treasured recipes came from the backs of cans, jars, and boxes.

Recipes are irresistible — and not just the cream-of-mushroom casserole kind.

The fact is, all of us have recipes in our business — sequences of steps that can help our customers get what they want.

It might be “8 ways to take out stains,” “7 ways to save money and headaches on your kitchen remodel,” or “12 simple secrets to reducing neck and back pain.”

One of my very favorite spots for this kind of recipe is the email newsletter. More specifically, it’s the email autoresponder — a sequence of messages that gets sent to each and every new subscriber to your email list.

When you create an email sequence that forms a killer recipe, the reader develops the habit of opening each message.

Sure, he can still unsubscribe when he’s finally captured the final step. But by that time, if your recipe is good enough, you’ve created trust. Your reader has started to know and like you.

You’ve just emailed him 9 times in a row and you haven’t sent him any junk. Just valuable, good information that gets him a result he wants.

Think he’s likely to open that 10th email?

Think he’s likely to refer your autoresponder to a friend?

Think he’s likely to talk you up on LinkedIn, Facebook, and Twitter?

You bet he is … I’ve seen in it my own business.

The recipe for a great email autoresponder

Make sure your “recipe” delivers a solution that your prospect really wants.

1. Break your recipe into a 7-10 part sequence. Whenever you can, make each one a quick standalone tip that brings immediate results.

2. Deliver your recipe using the autoresponder function of your email marketing program. If your email service doesn’t let you put together an autoresponder with as many messages as you need, consider using a new service.

3. Write the best content you can. The time you put in now can continue to work hard for your business for years to come. If writing isn’t your strong suit, this is a great time to bring in a professional copywriter — you’ll get great ROI on a relatively modest investment.

4. Rather than selling your products or services, start to “sell” your great free recipe. It will build trust and rapport, so that down the line you can fully explain all the benefits of what you do.

You’ll find it’s much easier to promote this kind of high-quality free content, particularly with social media, than it is to try to jump right to the sale of your product or service.

Deliver a great recipe for your topic, and just like that killer marinara sauce on the back of the tomato can, it will get passed along.

You’re not just bringing in leads, you’re nurturing them and building your reputation … and that’s the kind of lead generation that will keep paying off for months and years to come.

Read the rest of today’s mystery posts here

How Do I Get More Leads in the Top of the Funnel 4

This post is one in a series of five guest posts authored by the super star bloggers pictured below. As part of a celebration of National Small Business Week we are asking readers to match all five guests posts up with the contributing blogger to be entered for a chance to win an iPad2. Read all five posts in today’s series and come back each day this week for five new posts in this great educational series and another chance to win.

Keith Ferrazzi

Keith Ferrazzi is the author of Never Eat Alone and the founder of the Relationship Masters Academy, an online training program for networking that offers the structure and support to put Keith’s bestselling books into action in your life for unparalleled career success and satisfaction. Go here to learn more!

How Do I Get More Leads in the Top of the Funnel 4

“The drops of rain make a hole in the stone not by violence but by oft falling.” – Lucretius

Do you want to stand out from the crowd? Then follow up.

The fact is, most people don’t follow up very well, if at all. Good follow-up alone elevates you above 95 percent of your peers. The follow-up is the hammer and nails of your networking tool kit. In fact, FOLLOW-UP IS THE KEY TO SUCCESS IN ANY FIELD.

Making sure a new acquaintance retains your name (and the favorable impression you’ve created) is a process you should set in motion right after you’ve met someone.

Why go to all the trouble of meeting new people if you’re not going to work on making them a part of your life? Give yourself between twelve and twenty-four hours after you meet someone to follow up. If you meet somebody on a plane, send them an e-mail later that day. If you meet somebody over cocktails, send them an e-mail the next morning.

Some tips for flawless follow-up:

Put the name and e-mail address of a new acquaintance in your database and program your calendar to remind you in a month’s time to drop the person another e-mail, just to keep in touch.

Remember—and this is critical—your follow up shouldn’t remind them of what they can do for you. It’s about what you might be able to do for them. It’s about giving them a reason to want to follow up.

Always express your gratitude.

Be sure to include an item of interest from your meeting or conversation—a joke or a shared moment of humor.

Reaffirm whatever commitments you both made—going both ways.

Be brief and to the point.

Always address the thank-you note to the person by name.

Use e-mail and snail mail. The combination adds a personalized touch.

Timeliness is key. Send them as soon as possible after the meeting or interview.

Many people wait until the holidays to say thank you or reach out. Why wait? Your follow-ups will be timelier, more appropriate, and certainly better remembered.

Don’t forget to follow up with those who have acted as the go between for you and someone else. Let the original referrer know how the conversation went, and express your appreciation for their help.

Make follow-up a habit. Make it automatic. When you do, the days of struggling to remember people’s names—and of other people struggling to remember yours—will be a thing of the past.

Read the rest of today’s mystery posts here