Success Archives - Marketing Keynote Speaker, Author and Consultant

Content Strategy: Takeaways from Social Media Marketing World 2016

April 25, 2016 by Jeff Korhan

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Content Strategy is Episode 70 of This Old New Business weekly business podcast with Jeff Korhan.

Frank Kenny has twice been a guest on the show. This week he graciously interviews me to discover and share the top takeaways from Social Media Marketing World 2016 hosted in San Diego, CA last week.

The key was having a strategy and following it, and that is also my top takeaway from the event.

Content strategy isn’t sexy, but it is indeed what everyone was talking about.

Here are a couple of examples from sessions presenters.

Stephanie Sammons talked about tilting your LinkedIn profile to the audience you are trying to reach today. In her own profile, she uses phrases like Texas gal and yogi to show some personality that makes her stand out on what many consider the least interesting social media channel.

And she gave examples of business she has landed with this strategy to back it up. So, don’t be afraid to test new profile strategies.

Shaun McBride (Shonduras on SnapChat) is exactly what you would expect from a SnapChat expert. He’s a snowboarding, surfer dude kind of guy that knows how to tell stories with short videos that will make you laugh out loud. His simple video strategy follows a theme: Will This Work?

He has built a massive SnapChat audience that wants to find out if his next crazy project will work.

If you are curious, the hot social channels nowadays are SnapChat, LinkedIn, Facebook, email, podcasting, and live video such as Blab and Facebook Live. A valid strategy with any of these channels should ideally provide a shift (or tilt) that gets you noticed when others are playing it safe.

And that brings us to a proven strategy that anyone can use.

Take The 3% Challenge

Mark Schaefer, the author of The Tao of Twitter and The Content Code, gave the closing keynote at Social Media Marketing World. He delivered an entertaining and informative presentation that challenged the audience to take the 3% content strategy challenge.

Most of us have a core group that loves us. They are the ones that engage with and share our content because we’ve earned their trust. Our challenge is to focus on this segment that is probably 2% of our subscribers and followers and grow it to 3%.

If you get there, refocus and go for 4%. That’s been my commitment with my weekly newsletter from day one, and it’s why I consider it my primary channel. Feel free to steal my strategy. Here it is.

Choose one channel to be your proving ground, the place where you push the limits to make new discoveries for that small segment of your audience that truly loves and appreciates your work.

In addition to being a source of valuable content, this is the channel that always gets 100% of your heart and soul, regardless of other commitments, and fuels the larger body of work that defines your brand.

Good luck with yours.

I’d love to hear your thoughts on content strategy. Meet me over on Twitter to take the conversation further.

Key Take-Aways

Thanks to Frank Kenny for helping to put this podcast together. You can learn more about his work with local Chambers of Commerce at FrankJKenny.com
While SnapChat was the darling of the event, you may be surprised to learn that all four of the LinkedIn sessions I attended with Stephanie Sammons, Viveka von Rosen, Melonie Dodaro, Jason Miller and Alex Rynne were completely full. This is a reminder that for many businesses LinkedIn is considered an essential social media channel.
Peg Fitzpatrick offered a couple of resources for upgrading your images. They are DesignFeed.io for resizing images for the social media channels and RelayThat.com for quickly and easily creating cool graphics.
Syed Balkhi shared AnswerThePublic.com for learning what people want to learn more about so that you can create content that addresses relevant issues. Note: When using it you’ll want to change the country from UK to US, or whatever is most relevant for your search.
You can still buy a virtual pass to access to 140+ Social Media Marketing World session recordings and slides by going here.

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If you enjoyed this episode, 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 organizations use media to create exceptional customer experiences that drive business growth in a digital, social and global world. Connect with Jeff on LinkedIn, Twitter, Facebook, and Google+

Marketing Systems: How to Take the Actions that Get Results

March 31, 2016 by Jeff Korhan

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This is Episode 68 of This Old New Business weekly business podcast with Jeff Korhan.

David Newman is a nationally-recognized marketing systems expert and author of the Amazon #1 bestseller, Do It! Marketing: 77 Instant-Action Ideas to Boost Sales, Maximize Profits and Crush Your Competition. He runs a marketing and training firm dedicated to helping speakers, authors, consultants, and high-fee experts maximize their influence, impact, and income.

David’s instant-action marketing advice has been featured and quoted in The New York Times, Fortune, Entrepreneur Magazine, and hundreds of media outlets throughout North America.

Be Sought After for Your Expertise

David Newman is the creator of the Do It! model for helping people become an expert that is sought after, as opposed to a generalist that is a commodity. You have probably figured out that Newman’s approach is about taking action, and it is.

The key is taking the right actions that lead to desired results. By setting results aside to focus on process steps it becomes much easier and enjoyable to build the habit of making progress that will eventually be rewarded. Here’s how David Newman breaks it down.

Define

Know who you are, what you do, and who you do it for before going to market. In addition to that, take a stand and let that come out in your marketing voice. As David Newman says, “You can be any flavor you want as long as it’s not vanilla.”

Organize

This is the heart of your systems orientation. You have to be clear about what you do – and do not do. By definition, this means you cannot add anything without taking something away. When you know the actions you will consistently take, you will find your natural flow for implementing them.

Implement

In a nutshell, David Newman says you have to figure it out and make it happen. That’s it. No excuses about lack of time or resources or anything else. Entrepreneurs figure things out and get them done. This is what it looks like for managers and team members: Who is going to do what and by when?

Track

There are leading and lagging indicators. Most of us like to track lagging indicators like gross revenue and profits. But it’s the leading process indicators that guide the achievement of results. Leading indicators include activities like completed sales calls, published articles, or product shipped.

You may have figured out by now that the first letter of each stage in David Newman’s marketing systems model spell his DoIt! brand. That makes it that much easier to remember and put it into practice. Good luck.

I’d love to hear your thoughts on marketing systems. Meet me over on Twitter to take the conversation further.

Key Take-Aways

“Market your smarts.” This is David Newman’s insider marketing tips is brilliant. He says this means you do not tell them, you show them. This is especially true for your social media marketing.
Learn more about David Newman and get free marketing resources, tools, and downloads are waiting for you at DoItMarketing.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

If you enjoyed this episode, 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 organizations use media to create exceptional customer experiences that drive business growth in a digital, social and global world. Connect with Jeff on LinkedIn, Twitter, Facebook, and Google+

Get Motivated: How to Turn Setbacks into Success

March 18, 2016 by Jeff Korhan

This is Episode 67 of This Old New Business weekly business podcast with Jeff Korhan. Dr. Willie Jolley is the host of the #1 motivational radio show on SiriusXM Radio, The Willie Jolley Wealthy Ways Show. He is also a hall of fame speaker and author of a number of bestselling books, including It Only Takes a Minute […]

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Business Networking: The Art of Connecting, Learning and Helping

February 19, 2016 by Jeff Korhan

This is Episode 64 of This Old New Business weekly business podcast with Jeff Korhan. Michael Goldberg has been teaching the art of business networking and referral marketing at Rutgers University for more than a decade. An amateur boxer, Goldberg uses boxing metaphors to get some of his points across in a memorable way, since he’s really into box and […]

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Professional Speaker: How to Get Paid to Speak to Your Target Audience

February 12, 2016 by Jeff Korhan

This is Episode 63 of This Old New Business weekly business podcast with Jeff Korhan. There are thousands of live events hosted every day in search of talented speakers, with the most in-demand ones getting paid handsomely for that responsibility. If this sounds like something you have wanted to learn more about, you’ll want to listen to this […]

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Editorial Guidelines: How to Publish Content that Builds an Audience

February 6, 2016 by Jeff Korhan

This is Episode 62 of This Old New Business weekly business podcast with Jeff Korhan. In this, our first 2016 episode of This Old New Business we discuss why breaking your publishing schedule is not a good thing to do, but it’s better than publishing content that does not merit the attention of your audience. Maybe you could […]

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Market Like an Underdog

January 22, 2016 by Jeff Korhan

The customer experience has fascinated me since I studied marketing in college. One might even say I’m obsessed with it. Last week I was having dinner in the hotel restaurant. When my meal was served the waiter quickly turned away. Just a moment later I noticed there was no pepper on my table like all […]

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Data Visualization: How to Tell Stories with Data

December 9, 2015 by Jeff Korhan

This is Episode 59 of This Old New Business weekly business podcast with Jeff Korhan. In this episode we learn about data visualization with Cole Nussbaumer Knaflic. If you want to make your presentations more powerful for a business world that is driven by data, you won’t want to miss this conversation. Cole Nussbaumer Knaflic is the author of […]

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Expert Niche: How to Build a Profitable Speaking and Consulting Business

December 2, 2015 by Jeff Korhan

This is Episode 58 of This Old New Business weekly business podcast with Jeff Korhan. In this episode, we learn how Steve Coscia carved out an expert niche in an industry where he previously had no previous experience. Now he is the go-to customer service expert in that industry with a jam-packed schedule of speaking and consulting events. Steve […]

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Magnetic Marketing: The Art of Attracting Business

November 25, 2015 by Jeff Korhan

This is Episode 57 of This Old New Business weekly business podcast with Jeff Korhan. In this episode, Joe Calloway discusses how every company can apply the concept of magnetic marketing to winning more business by learning to leverage what its customers say about it. According to Joe, “The single most powerful force for growing a business is […]

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