How to Choose Your Ideal Audience

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Marketing Podcast with Susan Baier

You know what I love about the fact that I’ve been in business as long as I have – I finally figured out who I want to work with. No, really, it takes time.  I’ve been working with my ideal client for a number of years now but it’s still a work in progress, constantly evolving as the world evolves.

Once you figure out who makes an ideal client for your business, it’s job number one to go out and communicate with them in a way that helps them understand your ideal business or individual to help them get what they want.

Basically, I’m talking about what marketing have long referred to as market segmentation, but it’s taken on new, important dimensions of late as much of the buyer’s journey is now controlled by the actual buyer.

My guest for this week’s episode of the Duct Tape Marketing Podcast is Susan Baier, Founder of Audience Audit – “a little research company with big ideas.” Audience Audit provides custom segmentation solutions for smart agencies and their clients. Susan and I talk about market research and the strategies associated with segmentation.

Having more than 25 years in product and brand management, market research, and strategic planning, Susan has developed a passion for helping companies identify their ideal audience.

Questions I ask Susan Baier:

  • When businesses hear the term “research,” often they feel that it’s going to be expensive and not always relevant – how do you react to this?
  • What’s the best  approach for small businesses that don’t have a ton of funds or resources?
  • How do you take culture into consideration when you’re helping a business identify their target audience?

What you’ll learn if you give a listen:

  • How to avoid “Dusty Binder Syndrome” by implementing a practical marketing plan
  • Why you shouldn’t focus on demographics when trying to identify your target audience
  • Which research methods provide the best ROI and help you achieve long term success

Learn more about Susan Baier and Audience Audit by clicking here. Check out the newly launched online program, Audience Axis, designed specifically for small business owners.

The Future of Social Media Marketing

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Marketing Podcast with Jason Keath

Not long ago I wrote a post titled – Why Social Media Isn’t Working Anymore. In it, I shared my view of the role of social media marketing going forward. I’m not alone in this view as research certainly backs this up.

A recent study by Social Fresh, called the Future of Social Media highlights many of the points I made in my recent post so I decided I would interview one of the creators and analysts of the study.

My guest for this week’s episode of the Duct Tape Marketing Podcast is Jason Keath, Founder and CEO of the Social Fresh Conference, speaker and well-known publisher of SocialFresh.com. Social Fresh is a site specifically designed to inspire social media marketers. Jason and I discuss the current and future trends of social media marketing.

As a speaker and analyst, Jason regularly presents to audiences all over the world who are curious about digital marketing, creativity and how to make organizations more innovative.

Questions I ask Jason Keath:

  • How has social media, and our relationship with it, evolved in the last 5-6 years?
  • With respect to hiring for content positions, is the role of “Community Manager” still relevant?
  • As people are shifting more toward the use of images versus elaborate content, are we giving away asset value and shelf life?

What you’ll learn if you give a listen:

  • Which social advertising platforms produce the best ROI and why
  • How social media is best used to maintain customer loyalty, sales and lead generation
  • Why influencer marketing is challenging but, when done correctly, can produce significant results

Learn more about Jason Keath, his current projects and the helpful resources he offers. Click here to find out more about the Social Fresh Conference, which will be held in Orlando, Florida from August 18-21, 2016.

The Invisible Influences that Surround Us

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Marketing Podcast with Jonah Berger

Most of us believe we are in charge of the decisions we make throughout each day. To some extent we certainly are, but many of the decisions we make – what to wear, what to eat, what to buy, what to say – are driven by forces at the subconscious level.

It can be useful to understand this behavior from a consumer point of view to better understand how and why people decide to buy one product or service over another.

My guest for this week’s episode of the Duct Tape Marketing Podcast is Jonah Berger, a marketing professor at the Wharton School at the University of Pennsylvania and bestselling author. His newest book, Invisible Influence: The Hidden Forces that Shape Behavior explores the subtle, secret influences that affect the decisions we make—from what we buy, to the careers we choose, to what we eat.

Having been published in top-tier academic journals and recognized with a number of awards for both scholarship and teaching, Jonah is an expert on word of mouth, viral marketing, social influence, and trends.

Questions I ask Jonah Berger:

  • During your research, did you discover some ways that you personally may have been influenced – with or without your knowledge?
  • With respect to invisible influence, what role does storytelling play to create influence?
  • You dedicated a chapter in your book to “Why favorites are more likely to quit” – can you elaborate on this?

What you’ll learn if you give a listen:

  • How to understand the science of influences and ways to use it to your advantage 
  • How mimicking others can make you more persuasive
  • How imitation isn’t always what results from social influence – sometimes there can be reverse effect causing people to avoid your product

Learn more about Jonah Berger and the helpful resources he offers. Click here to find out more about his book Invisible Influence: The Hidden Forces that Shape Behavior.

How to Create a Core Message

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Marketing Podcast with John Jantsch

In this week’s episode of the Duct Tape Marketing Podcast, I’m going to talk to you about Creating a Core message for your company. I’m not interviewing anyone – it’s just me talking to you and providing you with valuable advice on how to successfully navigate through your Customer Journey.

Using my own best practices as a consultant, speaker and author, I’ll teach you how to craft a message of differentiation. You’ll dig deeper into why you do what you do, what makes you different and how you’re uniquely suited to serve an ideal client.

What you’ll learn if you give a listen:

  • What “themes of value” are and how can they help you constitute a focused core message
  • How a “talking logo” will set you apart from your competition
  • Three inspirational books that will help make you a stronger writer and have you thinking critically as you glide through your own customer journey

Want to find out more about Duct Tape Marketing and the multitude of resources we offer? Check out the Duct Tape Marketing Consultant Network, the Duct Tape Marketing System and our entire library of free eBooks.

This week’s episode of the Duct Tape Marketing Podcast is brought to you by our friends at Hover. Do you need a great domain name for your great business idea? Hover makes this quick and easy. Go to hover.com and use the promo code JohnDTM for 10% off of your first purchase.