Modern Media: How to Build Your Business Reputation

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This is Episode 26 of This Old New Business weekly business podcast with Jeff Korhan.

Modern Media: How to Build Your Business Reputation

Gini Dietrich and I had a great conversation about the evolution of modern media in this episode, from the days when it was predominantly self-serving to where we are today.

Being truthful, most of us will admit we’re still getting comfortable with learning to tell better stories and how to help our target audience, while of course concurrently building our business reputation.

You will learn the practical methods Gini uses to help her clients. So, whether you are just getting started or are doing the work but not getting results from your media, well then, this episode is for you.

Our Featured Guest: Gini Dietrich

Modern Media:Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and the founder of Spin Sucks Pro.

The Evolution of Modern Media

It turns there are as many challenges with creating quality media as there are for being effective in so many other endeavors. Gini assures us that it doesn’t have to be that way.

She helps small businesses use the modern media channels more effectively by starting with what they know best – their business and the customers it serves.

For example, when Gini’s company starts working with new clients, it asks a simple question: What kinds of things happen ever day? 

Instead of promoting the business, as most of us have been taught, we only need to learn how to tell better stories about the things that happen to us every day. People are naturally curious and that makes true stories about everyday activities a form of marketing, because embedded within those stories are clues to its values, culture, and true capabilities.

Media traditionally promoted a conceived business reputation. These days media simply delivers honest information that allows the audience to decide for themselves.

It’s Better to Show Than Tell

When it comes to building your business reputation it’s always better to show than tell, and the social media platforms are ideally suited for this.

For example, if you do not enjoy blogging it’s not likely you will do it consistently, and that sends alone sends a message. Whereas, if you enjoy making short videos to help your customers that authenticity will naturally come through.

For this reason, Gini suggests finding the type of media you enjoy creating and get started to build the habit and gain the experience that will make it better. Also, carefully choose your social media channels to meet your audience where they are now.

It may seem counterintuitive to use your media to share your ideas and hard-earned best practices, but bringing that to a community that values it is a surefire way to build an enviable business reputation that attract and retains customers.

Lighting Round Tips and Advice

Gini’s Top Sales or Marketing Advice – Make the commitment to create media that favorably influences your audience. Soon people will expect it and you will hold yourself accountable to them.

Her Favorite Productivity Tip – Try the Moleskine for Evernote Notebooks. It allows your handwriting and drawings to be instantly digitized with the camera app.

A Quote that has Inspired Gini’s Success – “It doesn’t matter how often you fail. It’s how you get up and redo it that matters.” Anonymous

Key Take-Aways

How to subscribe to This Old New Business podcast

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You can also subscribe via Stitcher.

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If you enjoyed this episode of This Old New Marketing podcast, please head over to iTunes or Stitcher to leave a rating, write a review, or subscribe.

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+

Business Communication: How to Build Relationships with Technology

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This is Episode 25 of This Old New Business weekly business podcast with Jeff Korhan.

Business Communication: How to Build Relationships with Technology

You’ll find this episode to be an easy listen because Terry Brock is a natural storyteller.

In addition to being a Hall of Fame speaker, Terry is known for discovering useful technologies, but more important, he has a knack for finding creative ways for using them well.

You should also be ready to take notes too because Terry shares some great technology tips that will simplify your life.

Our Featured Guest: Terry Brock

Business Communication: How to Build Relationships with Technology Terry Brock is a communicator. He is a columnist with Business Journals (which includes 43 papers that receive 40 million monthly page views). He is also a Hall of Fame speaker, former Editor-in-Chief for AT&T’s blog, and former Chief Enterprise Blogger for Skype. He helps organizations leverage technology and build business relationships with time-honored principles.

Discover Technology Combinations to Enhance Business Communication

Terry notes that the principles of communication that work today are the same as always. The difference, of course, is learning to use technology to your advantage.

You may be surprised that most of the tools Terry recommends have been around for some time. He emphasizes that businesses fail with technology because they don’t practice the tools to learn how to get the most from them.

We’ve all heard that technology is only as good as what you can do with it. Terry suggests you look for combinations of technology to discover applications that nobody may have yet considered. See Terry’s productivity tip below for an interesting combination for using email in a new way.

Video and Audio are Natural for Communication

Terry Brock is a big advocate for using video as much as possible for business communication. The reason for this is people naturally communicate better face-to-face when they can read facial expressions. It’s how we have always communicated.

Therefore, use Skype more often instead of a phone call. Also, EyeJot is a handy application that Terry uses to send video with emails, even from a mobile device.

You may be using voice dictation to send text messages, but have you considered using voice dictation to complete emails, documents, or even for writing your next book? If you are a Mac user, you can access the free built-in dictation feature from the Edit tab.

People respond more favorably to video and audio because the mediums lend themselves to greater intimacy. This is one reason why I’m a huge advocate of podcasting. It really is invaluable for building relationships with your community.

 How is your business using technology for relationship building? 

Lighting Round Tips and Advice

Terry’s Top Sales or Marketing Advice – Use ordinary tools like pen and paper and the telephone to let people know you appreciate them and are available as a resource.

His Favorite Productivity Tip – Use voice dictation to speed up email processing. It is now built into Mac’s. Just access from the Edit menu. Another tip Terry gave was to use EyeJot and to send yourself video messages that help you to reflect and make the next year better. Use Boomerang for Gmail to forward them to yourself for receipt late in December.

A Quote that has Inspired Terry’s Success – “Live life to the fullest doing what you love to do as long as it doesn’t harm anyone else.” – John Locke (paraphased)

Key Take-Aways

  • Voice dictation will make you a better business communicator because for it to be accurate, you have to learn to enunciate well. Terry recommends the Linx Able Planet technology headset for recording. They are reasonably priced and available from Amazon and other sources.
  • Studies suggest we learn better and faster when the content is consumed at an accelerated rate. Adjust the settings on educational YouTube videos to accelerated playback speeds of  1.25, 1.50, or 1.75 times to enhance your learning.
  • Terry is presently reading and recommends MONEY Master the Game by Tony Robbins and Zero to One by Peter Thiel. I recommended The Innovators by Walter Isaccson.
  • Check out Terry’s latest book: Klout Matters
  • You can reach Terry at terry@terrybrock.com or TerryBrock.com

How to subscribe to This Old New Business podcast

Click here to subscribe via iTunes.
You can also subscribe via Stitcher.

Help us Spread the Word

Let your Twitter followers know about this podcast with this ready-made tweet.

If you enjoyed this episode of This Old New Marketing podcast, please head over to iTunes or Stitcher to leave a rating, write a review, or subscribe.

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+

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