Influence Redefined, Marketing Masters, Rebuilding the Fed & Female Empowerment

February 07, 2017 10:00 ET

Best Seller TV’s February Programming Features Female Authors Stacey Hanke, Connie Pheiff, Danielle DiMartino Booth, and Lea Woodford

NEW YORK, NY–(Marketwired – Feb 7, 2017) – Best Seller TV, one of the top online business shows on C-Suite TV, announces its February lineup featuring in-depth interviews with leading female business authors Stacey Hanke, author of Influence Redefined: Be The Leader You Were Meant to be, Monday to Monday, Connie Pheiff, author of Marketing Masters: Ready, Set, Grow Your Market, Danielle DiMartino Booth, author of Fed Up: An Insider’s Take on Why the Federal Reserve is Bad for America and Lea Woodford, author of Lead. Share. Empower: My Strategies for Success in Life and Business.

 

Stacey Hanke, author of Influence Redefined: Be The Leader You Were Meant to be, Monday to Monday, talks about how “true influence has to be Monday to Monday” in order for the process to remain consistent. Hanke also defines influence two ways: making sure the body language and messaging is congruent and creating a memorable experience by having people take action long after the initial interaction. She points out most people believe they’re more influential than they really are for two reasons: 1) the feedback received is flawed, and 2) the dissonance between how we feel vs actual facts. Hanke says “nice job” isn’t real feedback and encourages executives to record their speaking engagements so they can see and hear themselves through the eyes and ears of their audience. If they’re not constantly practicing and polishing themselves, they are sabotaging their own reality.

 

Connie Pheiff, author of Marketing Masters: Ready, Set, Grow Your Market, talks about creative marketing, merging old-school marketing with digital strategy and “friend-raising.” Phieff’s background is in the non-profit sector and the most common challenge they face is how to market without spending a lot of dollars, but still increase the bottom line. She says the solution is creative marketing, which she defines as “getting out, stepping out and getting to know your audience.” It’s about knowing what will make peoples’ lives easier, solve their pain points and putting “service before sales.” Once your audience sees you’re there for them, they’ll turn around and give you what you want. Phieff encourages making connections with people before you go asking them for money, which is what she refers to as “friend-raising.” She says, “Find out where your audience hangs out and go there.”

 

Danielle DiMartino Booth, author of Fed Up: An Insider’s Take on Why the Federal Reserve is Bad for America, talks about how the Federal Reserve should be “upended” and rebuilt from the inside out so it can benefit more people, not just Wall Street. The book is a candid tale from an insider’s perspective on how the Fed impacts everything Americans do, and aims to connect the dots, in layman’s terms, so that every generation — from millennials to baby boomers, understands the intricacies of the financial industry. DiMartino says that the financial crisis didn’t generate enough lessons for the government or Wall Street, but that, “the time has come to question orthodoxy.” DiMartino hopes the new administration can fill two current open seats at the Fed Board that will hopefully, reintroduce dissent.

 

Lea Woodford, author of Lead. Share. Empower: My Strategies for Success in Life and Business, wrote this book as a series of personal anecdotes — from divorce, to cancer and personal tragedies, and how she dealt with each of these obstacles. The book is a direct result of the encouragement Woodford received from her daughter; who urged her to use her contacts, experience, and influence to empower other women. Woodford says the book is for anyone in a dark place, going through a hard time or looking to make a transition in life. Writing became a cathartic process for Woodford and she hopes to inspire others that may feel “stuck” in life to make the best out of their situation and emerge with a positive outlook. She summed it up by saying, “Your attitude determines your altitude.”

 

All episodes of Best Seller TV will air throughout the month on C-Suite TV and are hosted by TV personality, Taryn Winter Brill.

Best-selling author, speaker, and former Fortune 100 CMO Jeffrey Hayzlett created C-Suite TV to give top-tier business authors a forum for sharing thought-provoking insights, in-depth business analysis, and their compelling personal narratives.

“This month’s all-female lineup brings a wealth of experience and knowledge to the table that’s unmatched,” Hayzlett said. “While the c-suite has predominately been a boy’s club, these women have turned the c-suite on its head and I think our audience will be wowed when they hear the stories and personal anecdotes these authors reveal.”

For more information on TV episodes, visit www.csuitetv.com and for more information about the authors featured in Best Seller TV episodes, visit www.c-suitebookclub.com.


About C-Suite TV:
C-Suite TV, an entity of the C-Suite Network, is a web-based digital on-demand business channel featuring interviews and shows with business executives, thought leaders, authors and entrepreneurs providing news and information for business leaders. C-Suite TV is your go-to resource to find out the inside track on trends and discussions taking place in businesses today. This online channel is home to such shows as C-Suite with Jeffrey Hayzlett, Executive Perspectives Live and Best Seller TV, and more. C-Suite TV is part of C-Suite Network, the world’s most trusted network of C-Suite leaders. Connect with C-Suite TV on Twitter and Facebook.

C-Suite Radio Adds 20 New Podcasts

C-Suite Radio will add more than 20 New Business Podcast Programs — New Premium Content for Business Leaders

 

New York, NY, February 1, 2017C-Suite Radio, the premier source for the world’s leading business podcasts for c-suite leaders, business executives, and entrepreneurs, announced an expansion of its radio platform by adding more than 20 new programs to its 2017 lineup, making C-Suite Radio the first business only podcast network.

 

Featuring premium content from top thought leaders, designed to increase knowledge, deepen understanding, and build skills to enhance listeners’ personal and professional lives.  Shows have been selected to be part of C-Suite Radio by an editorial review team and will be categorized by Headliner, Feature, and Showcase, based on show exclusivity, quality, and more.

 

“As a sought after educational platform for executives, we’re thrilled to be expanding C-Suite Radio and growing our library of content,” said C-Suite Network Chairman Jeffrey Hayzlett. “Each of the shows and their hosts are very talented and provide top notch business content that will be an asset to our audience.”

 

The following shows will join C-Suite Radio this year:

• Absolute Advantage hosted by Kelly Hatfield

• Accelerate hosted by Andy Paul

• All Business with Jeffrey Hayzlett

• Amazing Business Radio hosted by Shep Hyken

• The Avanti Entrepreneur Podcast hosted by David Mammano

• The Bell hosted by Adam Johnson

• Bizcast hosted by Kevin Craine

• The Bob Pritchard Show

• Business Builders hosted by Marty Wolff

• Business Matters hosted by Thomas White

• Businesses that Care hosted by Julie Ann Sulivan

• Conversations with Phil hosted by Phil Gerbyshak

• Crack the Customer Code hosted by Adam Toporek and Jeannie Walters

• The Female Insight Zone hosted by Maribeth Kuzmeski

• Marketing Today hosted by Alan Hart

• The Maximum Impact Podcast hosted by Allan Isfan

• Mere Mortals Unite hosted by Julie Ann Sullivan

• Mind Your Business hosted by Yitzchok Saftlas

• Nice Guys on Business hosted by Doug Sandler

• On the Schmooze hosted by Robbie Samuels

• SaaS Insider hosted by Shira Abel

• The TalentGrow Show hosted by Halelly Azulay

• The Top 1% Sellers Factory Podcast hosted by Ash Seddeek

• Uncopyable Ramblings hosted by Steve Miller

• Up or Out with Connie hosted by Connie Pheiff

 

Business radio hosts can submit their program to C-Suite Radio for review. Please visit the contact page at www.c-suiteradio.com.

 


About C-Suite Radio:

C-Suite Radio is the premier source of the world’s leading business podcasts for C-Suite leaders and business executives, featuring shows covering a range of topics, including sales, marketing, leadership, social media, finance, and management. C-Suite Radio features premium content from top thought leaders, designed to increase knowledge, deepen understanding, and build skills to enhance listeners’ personal and professional lives. Visit C-Suite Radio online and follow them on Facebook and Twitter.

 

For more information, visit http://www.c-suiteradio.com.

Leveraging Social Media: Creating A Personal Brand

By Lea Woodford

Leveraging social media to create an effective personal brand.

Social Media Branding is one of the most effective and cost efficient ways to convey your message to the masses. Social Media Branding is available to everyone, unlike traditional marketing and PR services. You can now build your personal brand online without breaking the bank. You get to decide what you want to be known for and you get to control how people perceive you.

 

Here are some tips about building your personal brand with social media branding:

 

  • Brand consistently both on and offline. Be authentic and be the person you are representing online. Good news spreads fast but bad news spreads faster so walk your talk and always be authentic.
  • Have a strategy before embarking on social media branding and know what your goals are and what your end result should be.
  • Go beyond corporate branding. Social Media can be especially beneficial for realtors, financial planners, insurance agents and anyone else who is being overshadowed by their parent company or franchise’s corporate branding.
  • Social Media Kharma is powerful and can really help you build your personal brand. Endorse and praise others on social media by sharing their content and promoting their posts. This goes a long way in building your online relationships and endears people to want to support you in return. Kharma works both ways so avoid being negative on social media.
  • Connect with social media influencers in your industry and build genuine relationships with them. Your influencers are valuable people to know. They will connect you with other valuable people.
  • Remember that people are looking at your online connections. Being associated with your industry experts will enhance your personal brand.
  • Find your voice! Become a great resource and original content provider so that your ideas are noticed and shared. Sharing your original content ideas online not only enhances your search engine optimization but it also positions you as an industry expert.
  • Remember social media is social and meant to be just that so don’t turn off your followers with constant pitching and selling. A good rule of thumb is 80% social and 20% marketing.
  • Stay connected! Don’t build a following and then ignore them. Your personal brand needs to connect and engage with them on a regular basis.
  • Your attitude determines your altitude so keep your posts positive. Do not allow yourself to be drawn in to negative posts. Remember you have an audience that is engaged and is watching you so play nice!
  • Flexibility is important because social media changes frequently. As soon as you think you have everything down, Facebook will change their algorithms or another new social media platform is introduced
  • Educate yourself on the various social media platforms and how to use them. Start small and master those before adding too many to the mix. Consistency is the key to all successful social media branding and marketing campaigns.

 

Social media branding has evened the playing fields for everyone. You too can have a strong personal brand. Invest the resources necessary to developing and crafting your personal brand and message.

People always prefer to do business with those they know and trust so your social media branding is the perfect tool to connect with people and earn their trust.

 


ABOUT THE AUTHOR

Lea Woodford is the Chief Executive Officer and founder of the SmartFem Media Group, a full service digital marketing and advertising company.  When it comes to speaking, Lea is a breath of fresh air, focusing on leadership, innovation and change to drive business. Her inspirational stories and humor will engage audiences to start thinking bigger. Lea speaks from experience as she shares her stories on making her online magazine into a full service digital marketing and advertising company. She encourages her audience to think bigger and bolder about their own business. Lea motivates her audience in the same manner she motivates her team, “find your voice.” Lea shares her ups and downs as well as her successes and failures – to give your audience a fresh perspective on marketing, leadership, innovation and customer service. An online marketing, and social media expert, Lea shares the latest trends to help companies move to the next level in the ever changing digital space. Lea is an expert and a top speaker. She walks her talk. She will impart valuable information in a fun and entertaining way and will leave your audience wanting more.

Creating Buzzworthy Campaigns with Alan Gellman

December 28, 2016 09:00 ET

C-Suite TV’s Executive Perspectives LIVE talks embracing changes that create possibilities and how to determine a company’s purpose.

 

NEW YORK, NY–(Marketwired – Dec 28, 2016)Executive Perspectives LIVE, one of the top online business shows on C-Suite TV, is closing the year with a one-on-one interview with Alan Gellman, Managing Director and Chief Marketing Officer, esurance.

 

Gellman sat down with host Jeffrey Hayzlett to talk about finding a company’s purpose, how to embrace changes that create great possibilities, bridging the marketing gap, finding the right target audience, and crafting timely and relevant campaigns, including election season insurance and MLB’s All-Star Game ballots that engaged all thirty teams.

 

Esurance is a company that’s looking to help people make smarter, more efficient choices and Alan Gellman tells Hayzlett that the company’s starting point is asking “what’s the purpose? What are we in for?” Their core belief system ’embraces changes that bring possibilities,’ such as having a brand that’s modern and relevant to their target audience.

 

Gellman also recounted some unique and timely campaigns that helped them create some buzz in the media. He described their “election insurance” campaign — launched last April 1 as an April Fool’s joke, but it resonated with the audience, especially during the highly-contentious election season. Another campaign that struck a chord was for Major League Baseball’s All-Star Game ballots, as it was the first time people could only vote via mobile or desktop. As a result, the campaign got the most votes ever, more ballots were tabulated, which led to more engagement (from all thirty teams) and more impressions overall.

 

Gellman also tells Hayzlett about the changing roles of marketers. Historically, there has been two types of marketers: big brand marketers and deep performance marketers, or those who use direct mailers and other collaterals to communicate with clients. However, good marketers need to — not only play multiple roles, but bridge the gap between big slogan/campaign marketing and deep performance marketers. Gellman says marketers have to think in 360 degrees and learn how to fully integrate the brand performance side of marketing and the metrics/ROI.

 

All episodes of Executive Perspectives Live are hosted by Jeffrey Hayzlett and can be seen throughout the month on C-Suite TV.

 

Best-selling author, speaker, and former Fortune 100 CMO Jeffrey Hayzlett created C-Suite TV to give top-tier business executives a forum for sharing thought-provoking insights, in-depth business analysis, and their compelling personal narratives.

 

“We are closing out 2016 with a bang! It was a pleasure sitting down with Alan Gellman to talk marketing – something we’re both very passionate about,” Hayzlett said. “The future for marketers looks bright and I’m excited for our audience to learn a few things about ideating campaigns that will generate great impressions and buzz, like their ‘Election Insurance’ campaign.”

 

For more information on TV episodes, visit www.csuitetv.com.

 


About C-Suite TV:
C-Suite TV is a web-based digital on-demand business channel featuring interviews and shows with business executives, thought leaders, authors and celebrities providing news and information for business leaders. C-Suite TV is your go-to resource to find out the inside track on trends and discussions taking place in businesses today. This online channel is home to such shows as C-Suite with Jeffrey Hayzlett, Executive Perspectives Live and Best Seller TV, and more. C-Suite TV is part of C-Suite Network, the world’s most powerful network of C-Suite leaders. Connect with C-Suite TV on Twitter and Facebook.

 

About Jeffrey Hayzlett:
Jeffrey Hayzlett is the primetime television host of C-Suite with Jeffrey Hayzlett and Executive Perspectives Live on C-Suite TV and is the host of the award-winning All Business with Jeffrey Hayzlett on the CBS on-demand podcast network, Play.It. Hayzlett is a global business celebrity, Hall of Fame speaker, best-selling author, and Chairman of C-Suite Network, home of the world’s most trusted network of C-Suite leaders. Connect with Hayzlett on Twitter, Facebook, LinkedIn, Google+ or www.hayzlett.com

Digital Disruption, Artificial Intelligence and Social Messaging Will Impact Future Marketing Strategies

December 14, 2016 10:00 ET

C-Suite TV’s Executive Perspectives Live talks the future of marketing with Epsilon’s Chief Digital Officer, Agency

NEW YORK, NY–(Marketwired – Dec 14, 2016) Executive Perspectives Live, one of the top online business shows on C-Suite TV, has announced its seventh season premiere episode featuring a one-on-one interview with Tom Edwards, Chief Digital Officer, Agency, Epsilon.

Edwards has been with Epsilon, a global leader in creating connections between people and brands, since 2015. Recognized by Ad Age as the #1 World’s Largest U.S. Agency from All Discplines and #1 Largest U.S. Mobile Marketing Agency, Epsilon employs over 7,000 associates in 70 offices worldwide. The company is an all-encompassing global marketing company harnessing the power of rich data, groundbreaking technologies, engaging creative and transformative ideas for business results.

The Executive Perspectives Live episode was filmed when Edwards sat down with series host Jeffrey Hayzlett at the C-Suite Conference in San Francisco to talk about the future of marketing, the infusion of voice-based technology into consumer products and how brands should shift from social media to social messaging strategies.

“Disruption is the new normal,” Edwards says, referencing the evolution of marketing due to new advancements in consumer connection, cognition and immersion. He adds that over the past five to ten years, marketers have focused primarily on the open web and social media, but as social messaging surpasses social media in monthly active users, consumers are looking for conversational experiences with brands. Marketers need to adapt their strategies to focus on knowing their customers and activating communications at the moments that matter. Additionally, Edwards predicts that in the next few years, we will begin to see new immersive experiences, like social messaging married with artificial intelligence and holographic computing, continuing to redefine how marketers connect with consumers.

All episodes of Executive Perspectives Live are hosted by Jeffrey Hayzlett and can be seen throughout the month on C-Suite TV.

“I am beyond excited that Tom Edwards from Epsilon is premiering our seventh season of Executive Perspectives Live,” Hayzlett said. “This episode takes an in-depth look at how technology we’ve seen before in sci-fi movies is making it easier for marketers to connect with customers and give them what they want. I think this industry shift will have a great economic impact and our viewers will find it extremely informative.”

For more information on TV episodes, visit www.csuitetv.com.


About C-Suite TV:
C-Suite TV is a web-based digital on-demand business channel featuring interviews and shows with business executives, thought leaders, authors and celebrities providing news and information for business leaders. C-Suite TV is your go-to resource to find out the inside track on trends and discussions taking place in businesses today. This online channel is home to such shows as C-Suite with Jeffrey Hayzlett, Executive Perspectives Live and Best Seller TV, and more. C-Suite TV is part of C-Suite Network, the world’s most powerful network of C-Suite leaders. Connect with C-Suite TV on Twitter and Facebook.

About Jeffrey Hayzlett:
Jeffrey Hayzlett is the primetime television host of C-Suite with Jeffrey Hayzlett and Executive Perspectives Live on C-Suite TV and is the host of the award-winning All Business with Jeffrey Hayzlett on the CBS on-demand podcast network, Play.It. Hayzlett is a global business celebrity, Hall of Fame speaker, best-selling author, and Chairman of C-Suite Network, home of the world’s most trusted network of C-Suite leaders. Connect with Hayzlett on Twitter, FacebookLinkedInGoogle+ or www.hayzlett.com

Captivate Video Network to Feature C-Suite Best Seller TV

November 21, 2016 09:00 ET

Captivate Video Network to Feature Best Selling Business Authors to 1,600 Offices Across the United States

NEW YORK, NY–(Marketwired – Nov 21, 2016) – C-Suite Network, announced today that their over the top television (OTT) business channel, C-Suite TV, will begin a new strategic partnership with Captivate, the leading location-based digital video network. Captivate will air highlights from Best Seller TV, a television show featuring business authors and content from their top-selling business books.

C-Suite TV features interviews and shows with business executives, thought leaders, authors and celebrities providing news and information for business leaders. This programming platform will be aired across Captivate’s vast network of 10,000 elevator and lobby screens located in 1,600 premier office buildings across the U.S. Millions of professionals will engage with episode teasers that encourage viewers to learn more via Twitter and tune into C-Suite TV.

This partnership brings together both of the brands like-minded audience of hard-to-reach, senior level executives. Together, they will provide a robust platform of relevant content that influences the professional and personal behavior of this high value audience.

“C-Suite Network content strives to offer a unique understanding on issues that directly effect today’s business leaders,” said Jeffrey Hayzlett, Chairman of C-Suite Network. Adding, “Captivate gives us the ability to deliver those issues directly to the upscale audiences in the elevators and lobbies we use at work every day.”

Every Monday, content will feature business tips from the C-Suite Network community of c-level executives and best selling business authors including, Daymond John, Peter Shankman, Billie Howard, and more.

“We are pleased to add C-Suite TV to our portfolio of top content providers,” said Scott Marden, Chief Marketing Officer at Captivate. “With a mutual commitment to providing impactful content and multiple touchpoints for the hard-to-reach, c-level executive, this platform is just the beginning of an innovative marketing partnership.”


About C-Suite Network

C-Suite Network is the world’s most trusted network of C-Suite leaders, with a focus on providing growth, development and networking opportunities for business executives with titles of vice president and above.

C-Suite Network brings leaders together through C-Suite Collective, a private online community for executives. C-Suite Network also offers invitation-only conferences held three times per year, custom-tailored content on the C-Suite Network blog, C-Suite TV, C-Suite Radio, C-Suite Book Club, and educational programs from C-Suite Academy. Learn more at www.c-suitenetwork.com, or connect on LinkedIn, Twitter and Facebook.

About Captivate

Known for its vast network of 10,000 elevator and lobby displays located in 1,600 premier office buildings across the United States, Captivate connects advertisers with more than 10 million unique monthly viewers through creative, research-driven and Nielsen-measured advertising and marketing programs. By engaging its viewers with timely news and actionable information, Captivate provides advertisers with a highly desirable and difficult-to-reach audience of affluent and influential business professionals. Founded in 1997, Captivate is owned by Generation Partners and Gannett.

Learn more at www.captivate.com, or connect on LinkedIn, Twitter, and Facebook

Disrupting the Market: Two Opposing Sales Strategies & Who Wins?

by Lee Bartlett

 

The benefits and shortfalls of two strategic approaches to entering an immature market.

 

Strategic Approach #1

 

Company A identifies the opportunity, has an existing product suite and successful track record of releasing similar products. They assemble their best team and build a competing product. The support of potential customers has been gained, the price point has been set, and pre-orders have been booked.

 

The price point is slightly under the highest competitor price to represent the premium value of the company brand, yet cheaper, as a compelling negotiation tool in a competitive pitch, when all other things are equal. The profit margins are healthy, and due diligence has shown there is ample time to reap the rewards before more players enter the market and push down the price.

 

A Senior Vice President of Sales is appointed. They are a big hitter with a long job title and corporate legacy, and this is the final piece in driving a market-leading product. With all of their corporate rules, processes, and jargon, they have experience managing hundreds of salespeople and have every angle covered. Everything is so beautifully predictable, and the only thing standing in the way of success is execution. It is a proven path to market that has stood the test of time. The product launches, sales are made, and Company A dominates through excellence. Perfect right?

 

Wrong.

 

Strategic Approach #2

 

Company B has identified the same opportunity. Their values are of equal merit – to do a great job and positively impact their clients – only, they approach it differently. The person driving this process is a maverick, whose only remit is to win. They are not governed by the same set of rigid rules as the corporate leader. This person also has an irrefutable legacy of delivery. They conclude that the existing suppliers are making outrageous profit margins, and it’s only a matter of time until someone takes advantage of this. It may as well be them.

 

They utilize their experience to set up a smaller, nimbler team with a sustainable lower cost base. The service is equally excellent, but more focused on a deliberate market segment to gain case studies. These deals are leveraged to move into the wider arena, as strategic partnership channels are formed and utilized to strengthen the offering. This maverick continues to leverage his contacts and senior level experience to build relationships with the bigger companies, subsequently, cutting everyone a compelling deal.

 

The price point is 50% less than the highest competitor, and the market dives into turmoil. Existing players align to discredit the new entrant, but it’s too late. They have gained the trust of credible clients and can prove it. Company A watches their customers change allegiance, because they can’t justify paying double for the same service.

 

Company B and their leader used a disruptive pricing tactic to smash their way into the market and rebuild it in their favor. They have taken a short-term view and ruined it for everyone. So, why would they do it? There are many reasons to exploit this tactic.

 

Most commonly, I see disruptive tactics when a large company wants to diversify or balance their product portfolio. They might choose to use this method to enter new geographical locations, demonstrate to investors their ability to invest in high growth areas, or maximize their multiple prior to sale.

 

Which approach is better?

 

Neither is more effective than the other. Each is equally legitimate and capable of defeating the other. Both were built on sound business practices, and the predictability of process is a weakness that can be exploited the same way as a strategy that relies on high-risk antics. There must be balance and, as the barriers to technological innovation disappear, the modern day VP Sales faces a greater set of challenges. They must be more adaptable and better prepared for every eventuality, as part of their immediate and ongoing strategy.

 

What could company A have done to negate this risk?

 

Pressure on price is an inevitable consequence of competition entering the market. Company B accelerated this process and caught their adversary off guard, with the speed in which they did so. The short-term strategy of Company A should have neutralised this disruption from the outset by focusing on their most powerful attribute – selling their new offering as part of their entire product suite.

 

All of this is high level, and pricing policy is just one example of a potentially disruptive tactic. It has allowed me to demonstrate the point I want to make: Is there a gap in your strategy that a disruptive tactic could expose? Is there a disruptive tactic you are missing to gain market share?

 

Please comment, share, connect…

 

Happy Selling!

 


ABOUT THE AUTHOR

Lee Bartlett has enjoyed a highly successful sales career working for a variety of tier 1 institutions. He has held roles in large US, UK and European-based corporations, and sold extensively across most countries in these regions, as well as in Asia. With extensive experience selling to the financial sector and C-Level executives, He has built multi-national sales teams, been co-founder and CEO of a tech start-up and has recently authored his first publication “The No.1 Best Seller”. He shares his personal sales methodology and experiences in his book and blog, both of which discuss the mindset, strategies and processes of top salespeople. They can be found at LeeBartlettBestSeller.com

Building a Great Email List – Tips from Top Marketers

Email is the dominant marketing channel for both business-to-business and business-to-consumer marketers. But successful marketing via email depends on having an email list full of good-quality addresses. This new guide by Adestra will review winning strategies used by both business-to-business and business-to-consumer colleagues. Having both perspectives in a single document is important, because we believe strongly that each side of the aisle can learn from the other.

B2C marketing historically has been more about quantity – getting more names on the list and sending messages to the widest range of people.

B2B is more about qualifying leads. We want to wash out those who aren’t really interested in our products and services, and focus on the ones who do.

B2B marketers often struggle with something B2C marketers have mastered: adding a human voice to their emails and understand what makes email appealing and valued in the inbox. Conversely, B2C marketers can learn from their B2B colleagues about better marketing through lead generation and qualification and using automation to keep customers moving along on their brand journeys.

There’s plenty for both B2B and B2C marketers in our findings. So, let’s get to them!

To download full whitepaper on this, please fill out the following information:

Marketing Espionage: Spy to Dominate Online

By Heather Lutze, CSP,  Master Trainer, Findability University, CEO, Findability Consulting & Speaking

 

Shoe phones, cones of silence, British sports cars, and intelligence gathering is not just for James Bond and Mr. Gadget. Let’s put on our trench coats, grab our briefcases and start to SPY. This mission is yours if you choose to accept it.

 

As speakers, we are pulled in a thousand different directions to market ourselves and build a brand. However, when meeting planners and potential clients search for us, they may not necessarily know us by name. Instead, they seek a desired outcome for their event. With a sea of speakers and so many variables, meeting planners turn to Google for answers. Our greatest marketing challenge is to know intimately what the client needs, what keyword phrases are important to THEM and also how we see ourselves.

 

What is Findability?

 

After working with many speakers for years, I can tell you that “speaker” keywords like “keynote speaker”, “business speaker” and other variations are just the tip of iceberg for the clients use for their searches. We often create websites, blogs and social content based on how we see ourselves and not what problem the client needs resolved. They are turning to a robot for solutions. We need to appeal to the robot AND the human to be truly findable. I call this “Findability” or industry experts call it SEO (Search Engine Optimization).

 

I want to challenge you to think differently. Let us take a proactive approach to marketing and see if we can figure out what is inside the mind of your IDEAL online searcher. We often guess at what might work for online exposure and guessing is expensive! The ONLY way to STOP guessing and to know for sure what your customers are doing is to SPY on them. Don’t worry, all the tools and tricks I will show you are ethical, legal and everyday practice for Internet Marketers. These tools have been my secret Spying Tool Kit to outsmart the competition online and win new business. I am thrilled to share with you the best Findability tools anyone can use…no geek knowledge required.

 

 

OK, let’s get to work. Fill out this form below so you can implement the recommendations as you read this article.

 

 

SPY ON YOURSELF: GRADING TOOLS

Spy On Your Own Website to Establish a Baseline.

 

Your Website: ____________________________

 

MARKETINGGRADER.COM: This tool will give you a WIDE perspective of your current website and a quick assessment of the key attributes search engines expect of an authority web presence. Remember that search engines covet their search results. They only want to put the best of the best under keyword searches based on blogging, social engagement, lead generation and other key factors. NOW RUN YOUR SCORE. Once you write your score down, scroll down the page for detailed recommendations on how to improve your score.

 

 

YOUR SCORE: ___________________

 

WOORANK.COM: This is my biggest secret weapon. This site is a real “nerd” moment as it provides a free 15-page SEO report on all the improvements you can make on your site for better Findability. Run this report, save it as a PDF and give it to the webmaster in your life. Walk through the report and see how much of the “red” you can eliminate from the report. If you manage your site yourself, review the document and make the suggested changes.

 

 

YOUR SCORE: ___________________

 

 

EXTRA CREDIT: Check out WORDLE.NET OR TAGUL.COM. This word cloud tool is nothing special – there are a million of them online. However, if you use it correctly, you can tell how search engines interpret your site and what keyword phrase is most relevant. Copy and paste ALL your homepage content into wordle.net and run the tool.

 

 

The BIGGEST word on the word cloud is the MOST REPEATED keyword on the page. Search engines want to rank the pages that are most relevant by keyword phrase. Circle the biggest keyword on the page, the second biggest and so forth. Now you can see how search engines interpret what your homepage is about. If the biggest word on the page is your name, you may want to consider other phrases (besides your name) for which your homepage should rank. Or you can do this on a competitor’s site too.

 

 

SPY ON YOUR COMPETITORS: WHAT ARE THEY UP TO?

 

 

COMPETITOR #1: WWW.____________________________.COM

COMPETITOR #2: WWW.____________________________.COM

 

 

SEMRush.com: This is a great tool to see exactly what keywords you currently rank under in search engines, as well as your how your competitors rank. Go ahead and run a report for your website. You will get a treasure trove of data on yourself including keyword positions on a search result page, searches per month and any trending for that phrase. Warning: This tool will let you run a single report before asking for your credit card. You can get around this by using different browsers to run more than one report. You are going to love this tool since it offers tons of great insights in a format that’s easy to understand.

 

 

ISpionage.com: This tool is free and you can run as many reports as you like. I have used it for years to perform competitive analyses. Type a competitor domain name into the tool to discover what keywords they rank for and exactly what they are doing to achieve this rank. This is like reverse engineering what your competition is doing and you can glean a strategy that is either aligned with them or different. Remember, just because you think they are competitors offline, does not mean they are a competitor online under a particular keyword phrase. We want to become findable to meeting planners that DO NOT know us but should.  EXTRA CREDIT: Check out KeywordSpy.com. which is another great intelligence tool.

 

 

SPY ON YOUR CUSTOMERS: TAP THE PSYCHE OF THE SEARCHER

 

 

ADWORDS KEYWORD PLANNER: Some of you may know this tool if you run a paid search campaign (PPC). If not, this is the best tool by far to get keyword ideas. Visit Adwords.Google.com, setup an account, and use the keyword planner. Even though you have to enter a credit card number, there is no fee for opening the account and you do NOT have to start a campaign. Just use and abuse the keyword planner to discover your ideal keywords.

 

 

Remember, you want keyword phrases that are 2 – 3 keywords long such as. “Social Media Expert”, “Business Keynote Speaker” or “Leadership Team Training”, etc. Try to be as specific as possible. Create a list of all the keyword phrases you would like to rank for in search engines. Consider creating content based on these keywords for blogs, social media, or web pages. This tool gives you monthly search volume for each keyword phrase. Pick keywords that have over 250 searches per month to gage if writing content based on the phrase is worth your time.

 

 

SPYFU.COM: This is a great intelligence gathering device. They have a number of valuable tools such as the Kombat tool to “fight” with your competitor (your domain verses their domain), and it breaks down the websites piece by piece. They also have a keyword tool called SmartSearch. Here you will get search engine data from Google, Yahoo and Bing search engines. Play around and run some reports to get helpful keyword ideas, as well as understand why that pesky competitor ranks for a particular keyword phrase and you do not. They have so many great offerings, it’s worth setting up a free 30-day trial.

 

 

Have fun playing with these tools. Rip this page out and keep it handy for the next time you see a competitor ranking under a sought-after keyword phrase. Use this Spying Tool Kit to dive into what they are doing, discover what keywords they are using and how you can compete with them in search results. This message will self destruct in 10 seconds.

 

 


ABOUT THE AUTHOR

Heather Lutze, CSP is the widely acclaimed speaker, trainer, and consultant who literally wrote the book on search engine marketing. Two books, in fact—The Findability Formula: The Easy, Non-Technical Approach to Search Engine Marketing and the brand new Thumbonomics: The Essential Business Roadmap for Social Media & Mobile Marketing. Her writing and in-demand keynotes and Findability University workshops are delivered with the same witty, “no-geek-speak” style that has managed to demystify internet marketing for countless business owners. Her new book Marketing Espionage: How to Ethically Spy on your Competitors and Customers to Dominate Online is due out Fall of 2014. You can visit heather at findability.com.

Executive Briefings: Email Marketing, The Gateway To The Digital World

By Thomas White, Co-Founder and CEO of C-Suite Network, The Worlds Most Trusted Network of C-Suite Leaders.

The C-Suite is a vast audience of leaders who all have a little extra insight into their industry and the current business world. I sit down with these leaders to give them the opportunity to share that insight and give a glimpse to their personal stories as a business leader.

I recently had the opportunity to interview Matt McGowan, President of Adestra. Matt has been one of the leaders in the digital media world for more than 10 years, working with companies like Incisive Media and Google.

 


 

IS EMAIL DEAD?

There is conventional wisdom that email is dead as a marketing tool. Rather, the new marketing avenue is social media. Is that the right assumption, or is this way off-base?

It is way off-base, but it is not a bad off-base. Studies have shown from different organizations asking different questions to different people, “What do consumers rely on for information from commercial entities? Companies?” The overwhelming response is email. Email is the core that really taps the understanding of what the consumer is. Email is the most native kind of product when it comes to mobile devices. The first thing a consumer does when getting a new mobile device is to set up their email account. 50-70% of users are accessing products, company websites, apps etc. via mobile devices these days. It’s literally the easiest way to get in touch with the consumer if you do it right.

 

 

HOW TO PLAN AN EMAIL MARKETING STRATEGY

How do you build an email marketing plan based on today’s technology that deals with the reality of people wanting to restrict how much email actually gets in to their inbox?

It is not about the amount of email that you send, but it’s about the type of conversation that you are having with the consumer. There are a lot of email service providers available to the consumer – Gmail, Outlook, Yahoo etc. All of these providers are stepping in the way of email in a good way, to protect the user and to weed out the stuff that is irrelevant. An email marketing plan needs to find the path using relevant information to power the message. The message needs to be one-to-one vs one-to-many. This is the direction companies are going, marketing to a person vs an audience. Companies need to focus on less email, but more on targeted email.

 

How do you create an email strategy that is one-to-one or relevant to the recipient?

Businesses need to believe in a practice of incremental innovation. To get to that one-on-one conversation, it’s not about the grandiose leap from nothing to something, it is about the incremental steps the marketer can take over time to increase relevancy with the audience. When you are sending one-to-many messaging you are sending stop-shop marketing. Incremental innovation is the idea that every week, know your customer, then try to do something that gets you closer to that one-on-one message. If you look at it over a year, you’ll have enough innovation in your marketing efforts. This will provide movement to make major strides. If you look at it in the short term, it’s going to seem like it’s not enough. It starts with knowing your customer and then making those incremental steps.

 

 

IMPORTANCE OF THE CRM RELATIONSHIP

How important is it to integrate the CRM (customer relationship management) ecosystem to email marketing and sales strategies?

You first want to make sure all of your customer data is located in your CRM. In order to use that data, you will need to secure an automation platform or ESP (email service provider). You will then want to connect your CRM with your ESP. Over time you will start to incrementally innovate and try new things. What you will end up with is an always-on campaign that is working for you even when you are sleeping. With the rules that you’ve built over time, the campaign will work on your behalf and communicate with your customers to get your message in front of them. This way you can continue to develop a successful relationship with your customers. Then you will be able to build much more complex profiles of what is interesting to your customers as well.

 

How important is engagement with the customer prior to attempting one-to-one email marketing, and how do you go about establishing this engaged relationship?

You need to be authentic. You are not going to engage with everybody that is on your mailing list. Some people are going to sign up just to get a discount or more information. You can start a relevant conversation instantly by asking two or three key questions that lead you down the path of relevance. Don’t try to push your business on them. Rather, from the questions you asked, offer them something that is valuable and useful.