As consumers demand more human connections with businesses, they also want a sense of belonging. An impactful way you can achieve that meaningful connection with your audience is through community.
But how can you build a community through marketing and content?
Kristin Quiroz Bayona has 15 years of experience in marketing communications, filled with career success. However, when she launched her podcast, she learned that a new approach to audience connection was needed. The successful strategy was rooted in focusing on curating, growing and enriching a community.
We'll discuss how the principles of community-centered marketing can apply to a podcasting strategy and a marketing strategy.
Learn more about Kristin's Podcast - Podcast & Amplify
Connect with Kristin on LinkedIn
Today's points center around leadership communication, non-profit transparency and thought leadership. Psychologists have identified projection bias in the workplace, which can impact leadership effectiveness. Many non-profits talk about donation transparency, but Marcus Sheridan explains what it means to show it. Finally, companies may talk about including thought leadership as part of their marketing strategy, but how can you make it SEO-friendly?
Alain Hunkins on a key obstacle in communication
Marcus Sheridan explains real non-profit transparency
Andy Crestodina share five ways thought leadership can drive rankings
If you've been hearing more marketing advice telling you to engage in conversations with consumers but wondered what it means or where to start - this episode if for you.
Brooke B. Sellas is joining us to discuss how you can connect with your audience on social media and share examples from her new book, Conversations That Connect.
Find Conversations That Connect on Amazon
Connect Brooke on LinkedIn
Connect with Brooke on Twitter
Lean more about B Squared Media
Coordinated Management of Meaning - CMM: A Brief Overview
When people hear the phrase "DARK SOCIAL," it can generate a feeling of uneasiness - especially when considering how hard it is to track it. It reminds us how the marketing world is changing and how we should re-think some things marketers believed in not long ago.
This includes the excitement around a like or a follow. Now we need to invest more time in what could potentially lead to a sale. This includes showcasing more humanity, fun and value in a social media feed.
Today's Message Points Podcast features new ways to view (and track) dark social, effective ways to generate potential sales on social media, old habits that might need to be dropped and personal insights on building a brand.
Silvia Valencia on 10 things she stopped doing as a marketer
Demand Gen Report on Three Steps to Illuminating Dark Social
Mark Schaefer on social sales success
Amaster class on personal branding (taught by Mark Schaefer)
In marketing, certain words and phrases can make or break a connection with an opportunity to connect and resonate with the intended audience.
However, these challenges extend beyond marketing.
Promoting a job opportunity is a prime example.
Certain words or phrases can cause a job applicant to worry about a work environment. They also might feel like a company doesn't understand their profession.
Like marketing, an overreliance on old strategies or cut-and-paste methodologies can create barriers between a company and suitable job applicants.
Mary Keough is a Senior Marketing Strategist who frequently shares "Marketing Job Post Teardowns" on LinkedIn. These posts highlight red flags and problematic messages on job posts.
She joins us today to discuss the words and phrases that indicate a lack of knowledge, consideration and clarity in ways that should concern job seekers.
Mary Keough on LinkedIn
Her company: Gorilla 76
The Industrial Marketing Live Webinar Series
Showing a fun side of your company won't ruin your reputation or your relationship with customers who also have a fun side. However, you can ruin your social media messaging and LinkedIn relationships by forcing email marketing into them.
Aside from fun, customers like taking easy steps, and you can make engagement and sales a lot easier to achieve by choosing the right words.
Today's message points podcast features insights about keeping it simple, having some fun, and avoiding the wrong impressions on social media.
Todd Clouser shares why email strategies don't belong in your social media feed
Linda Rolf on why she had to completely wipe out a LinkedIn relationship
InsideBE on Make Customers Feel that What you Want is Easy
BombBomb presents How to Be Professional and Still Have Fun
Katelyn Burgoin on why memes perform well for B2B buyers
While so much has changed in the marketing world, the significance of impactful copy has always remained. However, so much of today's copy has to make a deeper connection with an audience through email, blogging, scripts and more.
Veteran copywriter and author Scott Frothingham joins us to discuss what today's copywriters and brands need to do to make impactful connections with their audiences.
Scott's website - Fast Forward Results
Scott on LinkedIn
Scott's Book -Instant Inspiration For Copywriters
Today's show features insights into what consumers care about in the for-profit and non-profit spaces.
This Is the Key to Good Nonprofit Marketing - Entrepreneur
How US consumers are feeling, shopping, and spending—and what it means for companies - McKinsey
This Company's Customer Service Is So Insanely Good, It Went Viral - Jason Feifer
Nobody Cares About Your Company News. Here’s How to Make Them - Shama Hyder
As more and more marketing trends point to consumers wanting to have a personal connection to a brand, it's easy to understand how storytelling strategies can achieve that goal. However, as brands hear about the power of story, it can generate questions like:
Author and Storytelling Coach Park Howell joins me today to discuss specific approaches businesses can take to infuse storytelling into their marketing. We'll discuss how to evolve existing content into a compelling story structure and how to create stories that make meaningful connections to your audience.
Brand Bewitchery: How to Wield the Story Cycle System to Craft Spellbinding Stories for Your Brand
The Narrative Gym for Business
And, But, Therefore Short Courses
Park on Social Media:
In a recent episode of Message Points, I shared an in-depth article discussing the reduced impact of SEO. Well, I found another one - only this one was written in 2017!
If people were beginning to see SEO go from "everything" to "some things" six years ago - what other unnoticed changes are hurting their content strategies?
If SEO is losing some stream, then what does Google care about?
Think about how long gated content has been a strategy. If you were to examine all of the gated content that's been produced in the last several years, how much of it do you think consumers found to be incredibly valuable?
If you're like me and you believe that number is low, how likely are those consumers going to open your gated content? Is there something you can do to help inspire them to fill out that form, or should you just take gated content out of your content strategy?
Finally, in the era of The Great Resignation and a renewed focus on happiness in the workplace, companies have to incorporate a communication strategy into their job posts. Otherwise, job seekers wanting marketing jobs may not apply due to a few red flags.
We discuss all of this and more on this week's Message Points.
JeffBullas.com - 5 Reasons Why Your Business Shouldn’t Just Focus On SEO
Mina Mesbahi - Gated content usually disappoints people
Mary Keough - Red Flags for marketing job seekers
Guy Kawasaki - Enchantment: The Art of Changing Hearts, Minds, and Actions
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Conversations with experts, thought leaders and other professionals designed to spark ideas, motivations, takeaways and roadmaps for marketers, content creators and business leaders.