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)
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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 Blog 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. Park's website: BusinessofStory.com Park's books: Brand Bewitchery: How to Wield the Story Cycle System to Craft Spellbinding Stories for Your Brand The Narrative Gym for Business Park's Courses: 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 
Podcast popularity has exploded in recent years, and it keeps growing. As such, businesses and creators are finding more products and services to help them produce shows. Trent Anderson from Podchaser is here to discuss the modern podcast landscape and what it means for businesses in 2022.
We'll discuss these topics and more on an episode completely dedicated to podcasting. Learn more about Podchaser Connect with Trent Anderson on LinkedIn 
The concepts of words and images generating meaningful impact aren't new, but in this episode of Message Points, I'm providing some resources to elevate its context.
When it comes to visuals, I'm sharing a great post about the ways you can incorporate them into email subject lines, search results, social media, webinar registrations and more. I talk to people a lot about headlines and copy that doesn't sound too generic or common. Some interpret that to mean that the copy needs to be overly creative or spun in a unique way. However, I talk about a video showing how you can actually say the same thing - only differently - and generate an unstoppable emotional response. It doesn't do you any good to be on a social media platform that doesn't connect to your business or audience. A recent LinkedIn post demonstrates this fact by sharing some of the big trending topics on LinkedIn. Finally, I was thrilled to contribute to a comprehensive LinkedIn Business resource produced by two excellent and insightful experts. It's a resource that provides you with impactful words, visuals and more.
Orbit Media Studios - 13 Ways Marketing Visuals Can Unlock Results Everywhere (Email, SEO, PR, Social and Lead Generation)
The Power of Words Video:
Linkedin Post - What people are searching for on Pinterest
LinkedIn Business - LinkedIn For Business Marketing: 6 Steps To Crushing Your LinkedIn Game 
Many of the content marketing rules of today's consumers apply to website design and messaging.
Studies show that consumers will make quick judgments about your company based on website design. Clint Mally helps his clients build Squarespace websites that help grow their businesses. He brings an impactful combination of content marketing and web design knowledge that provides companies with a formula for creating meaningful experiences for the user. Join us as we go beyond the basics and dive deeper into a design strategy that fulfills the expectations of your audience. You'll learn design tips and get new ideas to help you optimize your website through a focus on people.
Clint's website - ClintMally.com
Clint's podcast - The School of Content Clint on LinkedIn - https://www.linkedin.com/in/clintmally/ SWEOR - First Impressions Study Tech Radar - Websites at 30 |
PodcastA person-to-person podcast about evolved communication strategies that put the connectivity and humanity back into marketing, leadership and content. Archives
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