Kerry Gorgone, Host of The MarketingProfs Podcast
By Cheval John
January 3rd, 2018
Today’s episode of What’s The Word? features Kerry Gorgone.
Kerry is the host of The MarketingProfs podcast, a show which interviews thought leaders in the marketing industry.
The show recently celebrated it 300th episode late last year.
Kerry also is a returning guest as she made an appearance on the 250th episode of my podcast.
In this episode, you will hear:
-How she celebrated their milestone of 300th episodes of the Marketing Profs
-Choosing Between Live Streaming and Podcasting
-The first concert Kerry ever attended
-If Kerry and Ann Handley released their “Christmas album”
Snippet on Vallano Media TV
Full episode on BlogTalkRadio
Kerry Gorgone’s Website: www.kerrygorgone.com
Twitter: @kerrygorgone
Quotes from Kerry Gorgone on:
300TH EPISODE OF MARKETING PROFS
What’s interesting about what Lou Imbriano had to say was it’s not just about X plus Y equals Z.
You can’t just do the same thing no matter what type of business you are.
Every customer segment is a little bit different.
Every business is a little bit different.
You can not give a formula about how to build a relationship.
You have to just be prepared to go the extra mile for your customers and know what it is you know or anticipate.
What it is that certain segments need and really genuinely express I think empathy and interest in helping them get the most out of your product or service.
It is a lot more human and it’s much more of an art than a science sometimes.
Sure there’s data behind how often those people renew because you put in the extra effort.
But can you draw a straight line between opening after hours so that somebody can get their work done because they are on a deadline and extra revenue through renewal?
That would be difficult, but the relationship is there nonetheless.
That’s what was interesting about Lou.
He works a lot now.
He was with the (New England) Patriots before.
So it’s very different kind of marketing.
But you still had your super fans and then you’re more casual fans and then people who maybe come to a game now and then and people who just don’t care about sports at all.
So who are you going to focus on?
Obviously, the people who cares and spend money with you.
LIVE STREAMING
Depends on your business.
It can always help you.
If you are talking about driving real specific business objectives, I think if you do events, even a user conference, then live streaming would be very beneficial to you because you are going to create kind of a fear of missing out among the people who did not attend the event and they’re going want to come next time.
So there’s a lot to be said for featuring users, customers, clients, employees, etc.
Live streaming gives you a look at someone literally that you could not get any other way from a glossy headshot and a well-written piece or even an audio podcast to a point.
I think that’s always gonna benefit you.
If you are selling Lamborghinis, then live stream, not while driving because it would be irresponsible.
I think it’s very valuable.
So the more you can do something different, the better your results are going to be for gaining some initial exposure.
Live streaming that way can be good too.
PODCASTING
You have seen an incredible renaissance in podcasting because it is so much easier for people to produce them and publish them.
It’s so much easier for people to find and listen to them.
Edison Research does this great series year after year called “The Infinite Dial”
It talks about the podcast listening audience.
It’s growing and is really valuable.
The people that listen to a podcast on average make more money.
They are more inclined to interact with brands online.
So if you are in marketing, you should be podcasting because the people who listen to podcasts, they are the people you want.
It’s better than a lot of other marketing channels we invest a lot in and do not think twice about.
From a qualitative perspective, it literally gives you your customers ear.
There is an intimacy to that.
I’ve had people recognize me at marketing profs events just from my voice which is hysterical to me.
There’s something very personal about it as well.
I just think it’s a medium unlike any other.
Not only is the research there to support that it’s growing, but anecdotally, people seem to gravitate towards it.
CHOOSING BETWEEN LIVE STREAMING AND PODCASTING
You can consider a live stream a podcast if you do it regularly.
It’s not audio only.
I mean you could have a video podcast.
For one thing, you must have effective live stream if you are video podcasting because it’s really hard to edit video.
So if you stutter or something and try to fix that, you will be like a jump out in the video.
If you’re a little skittish of post-production, then live streaming might be preferable for you.
If on the other hand, you’re afraid of saying something wrong, then maybe start out with an audio podcast because you can fix that.
So it’s really a question of your goals and your preferences.
There are times that watching a video is not convenient.
Going to the gym comes to mind.
You should not be watching a video while sitting in the car.
It’s just different.
You are reaching people at a different time.
The only thing is a lot of people watch videos with the volume off because they don’t want to get caught at work.
Unless they have close captioning or something, they’re not going to know what you are saying.
Did you enjoy this post? You can leave your comment below.
Newsletter for January 2018
By Cheval John
With the new year beginning today shows we have an opportunity to start fresh and grow more professionally.
I am determined to fulfill the plans I created on my vision board here.
Here are some articles from trusted sources to inspire you to make this year the best ever:
Social Media Marketing Trends: Planning for 2018 [#SMTLive Recap]-Emma Wiltshire of Social Media Today
Unwavering Focus Is the Super Power of All Elite Entrepreneurs-Angela Kambouris, Contributor for Entrepreneur.com
New Media Equals New PR Opportunities for Business Owners-John Pilmer, Contributor for Entrepreneur.com
30 Habits, Qualities and Secrets That Lead to Success (Infographic)-Rose Leadem of Entrepreneur.com
HOW THE HECK DO YOU RESHAPE THE WORLD ANYWAY? : THROW AWAY THE PREDICT SCRIPT.-Victoria Taylor, Founder of Untwisted Media
Progress Is Better Than Perfection
By Cheval John
As we are drawing closer to 2018, I want to leave you with some advice.
DO NOT COMPLAIN
When things are not going your way, the first thing you would do is complain.
It seems like the right move because you think you are voicing your concern.
The problem with complaining is it takes away your focus on being appreciative of the journey to your desired success.
Complainers will always find an excuse to why they can not succeed in their lives.
If you want to be at the next level in your career and business, do not complain.
ALWAYS HAVE AN ATTITUDE OF GRATITUDE
Having an attitude of gratitude helps you to see the blessings you already have despite the difficult times.
You might think it is the end of the world if your computer goes down because you need it to run your business.
If you have access to a computer at a local library and they have free wi-fi, you are rich because you can run your business from the library
When you see the blessings in the simple details, you can enjoy life and worry less.
AVOID THE COMPARISON TRAP
You might feel down on yourself because you are comparing yourself to someone who is further along in their business journey.
Or seeing photos on social media of people seemingly enjoying their lives and thinking “Why can’t I have a great life like theirs.”
You do not know the years of hard work that person did in order to be where they are at.
When you see them achieve a milestone like getting featured in a major media publication, celebrate their win.
They have shown you anything is possible to achieve your dreams of a better life.
So instead of comparing yourself to other people, focus on your own business
BE LIKE THE EAGLE
An eagle do not run away from the resistance of winds because they understand the wind helps them to fly further than anyone else.
When you are going to the next level, you are certain to get some resistance.
For example, if you want to start a business because it makes sense to you, family and friends will try to talk you out of it.
They do not understand why you would want to leave a “stable” company.
Though they mean well, you will have to leave them behind because they are comfortable in their lives.
When you pass the trials and tribulations in running your business, you know that you are an eagle because you see that you can handle any situation.
START SETTING SOME GOALS NOW
If you set specific goals on what you want to accomplish in your life and business in 2018, you are already ahead of your “competition” because many just wander aimlessly in life.
Some goes a bit further by creating a vision board of what they want to accomplish in the new year.
They would spend time writing out the end goal on the vision board first because it allows them to see what steps are needed to achieve that specific goal.
They also know to celebrate the small wins because it will boost their confidence and get them closer to achieving their end goal.
You have what it takes to succeed in your business and your lives.
While you might think you have not achieve anything this year, keep this in mind.
If you are putting in the effort and seeing some progress, you have already succeeded because you are way closer than you think in achieving your goals.
Progress is much better than perfection.
Do you agree or disagree with this post? You can leave your comment below
Fiona Birch, Founder of Pro Athletes Online
By Cheval John
December 27th, 2017
Today’s episode of What’s The Word? features Fiona Birch.
Fiona is the founder of Pro Athletes Online, a company which helps athletes to be aware of how they present themselves on social media the right way.
She has spoken at conferences including Social Media Marketing World 2016 and is set to speak there again next year.
Fiona has also given presentations for brands and business schools including Air Zealand.
The show was recorded on Blue Jeans Network and simulcast to Facebook Live
In this episode, you will hear:
-why she decided to found Pro Athletes Online
-why college athletes should take control of their brand
-the importance of social media
-the one hero she would spend one day with past or present
Snippet on Vallano Media TV
Full Episode on BlogTalkRadio
Website: www.proathleteonline.com
Twitter: @fi_birch
Quotes from Fiona Birch on:
FAILURE AND SUCCESS
We grow up with every cliche your can imagine.
One of my father’s cliche was “The world is your oyester.”
The other one was, “It’s easy to be the same as everybody else.”
One of the things that I ask people is “Are you scared of failure or are you scared of success because I think a lot of people assume that they are scared of messing up.
For me, I would say, “I’m probably more afraid of success than I am of failure.”
I’m very good at picking myself up the ground and just doing it again.
Sometimes when it’s all about to happen and you feel it and know it’s about to go crazy.
It’s all about really being honest about what it is that freaking you out at any point in time.
You have to go into the next unknown phase.
Sometimes we get so comfortable and it’s been a struggle and getting knocked back and hitting your head against the wall.
ATHLETES USING SOCIAL MEDIA
When it comes to social media and somebody is building a brand for themselves, “it’s do not do this, do not do that, do not be an idiot.”
If you are not building your brand, then the only two people who are building your brand are the media and the trolls.
They will come after you.
They are not looking for a good story at all.
So that’s one thing we face a lot with athletes is the agenda of other people.
LAS VEGAS KNIGHTS STANDING OUT ON SOCIAL MEDIA
What they have actually created is what I think is an amazing feat for branding.
What summed up from a brand point of view is who is going to take VEGAS seriously.
They never had a pro team before.
They were very honest of what they were.
They are a city of entertainment.
They are a city of secrets.
They are a city that sort of everybody visits and have fun.
They got a great sense of humor.
There is actually a sense of community in Vegas when you live there.
For the rest of us, the perception is not they had to create this community.
The person that runs the golden knights social media account is hilarious.
He kind of looked at what the Kings did.
The National Hockey League (NHL) was pretty robotic in how they handle digital media to say it lightly.
So the Kings are the first to sort of went out there.
But Vegas went a bit further.
Do Not Underestimate The Power Of Twitter Chats
By Cheval John
We have heard predictions of how twitter was going to be bought by a major media company by a certain time.
We also heard how Twitter was not relevant anymore because they were not “growing” in user base.
Some saw twitter as a place where people spam others hoping to make a sale.
I can understand what they mean due to the constant automated direct messages from people who are asking to like their business page or subscribe to their blog.
The truth is twitter has always been relevant since it began in 2006.
Just because they have 330 million active users compared to Facebook’s almost 2 billion users does not mean Twitter is not important.
No other social media platform (with the exception of snapchat) have come close to where you can interact with anyone in “real time.”
There is a level playing field when you can chat with a celebrity or with an “influencer” any time you want to on Twitter.
Those who think Twitter is not relevant are missing a huge opportunity to stand out from their competition.
They do not realize the majority of journalists from media organizations have Twitter accounts.
Most of them will share another side of themselves and also interact with their fans.
The smart entrepreneurs will take the time to build a relationship with the journalists on Twitter and sometimes see the behind the scenes of what they are working on for a news cast.
This can save them from ending up in the journalists’ spammer list because most companies still use the dreaded press release in order to get placement in the media outlet.
If they share the journalists’ article consistently to their audience on twitter, the journalist will notice.
Unfortunately, most corporations and organizations uses twitter as a broadcast only channel to promote their events to the journalists on the platform.
They think the golden days of advertising still works today.
When they do not see the quick results from their tweets, then they whine like spoiled brats wondering why their campaign is not working.
They also will blame Twitter and tell everyone it is not worth the investment because they did not see the results they were hoping for.
That is probably why they thought social media was a fad because it clearly went against the conventional wisdom of advertising.
And why small businesses, mid-sized businesses and even micro-businesses will always win because they are using Twitter to build a community around their brand.
One of the methods they use to build a community is hosting a Twitter Chat.
A twitter chat are conversations with like-minded people surrounding a hashtag.
Think of it like a focus group that happens every week.
The topics can range from social media marketing, how to build a successful blog, or how to host events if you are in the event planning business.
The brands can use these twitter chats to learn more from the community.
They can even get topic ideas for their blog.
Most companies produces a recap from the twitter chats on their blog and feature the best answers from the participants.
This is another way for the company to highlight their community and share their expertise with their audience.
This is the cherry on the cake for the participants because they are contributing to the twitter chats and also getting exposure to the host’s blog audience.
The participants in turn can share the twitter chat recap to their audience on social which gives the brand exposure to prospective clients.
They can also create a press page on their website featuring the recap from the brand’s blog.
It’s a win-win for both the twitter chat host and the participants.
For those who are looking to run a twitter chat in the new year, here is a list from the most successful twitter chats.
#TwitterSmarter: Thursdays at 1 p.m. eastern time
Twitter Smarter is hosted by Madalyn Sklar, a podcaster, business coach and houston social media power influencer.
She started the chat in mid 2015 after her podcast by the same name became very popular.
The chat talks about ways to use twitter wisely and has a plethora of guests.
Twitter Smarter also became very popular due to the number of participants who are there on a regular basis.
Another reason for the fast growth is Madalyn has hosted another twitter chat for five years surrounding the Go Girls Community prior to starting Twitter Smarter.
#ContentWritingChat: Tuesdays at 11 a.m. eastern time
Content Writing Chat is hosted by Express Writers.
Topics surrounds putting out quality content, having a content calendar, seo, etc.
This chat also features guests who shares valuable information to the community.
Each month, they have open forum in which they ask the community tips on improving their content.
#ChatGram: Tuesdays at 1 p.m. eastern time
Chat Gram is host by Ken Watson, a houston social media power influencer
This is the first twitter chat surrounding the use of instagram.
Participants share on topics like the importance of instagram stories and how to spot bots.
The chat also has guests who are experts on instagram.
#ChatSnap: Wednesdays at 2 p.m. eastern time
Chat Snap is hosted by Kristy Gillentine, a former journalist and houston social media power influencer.
This is the first twitter chat all about snapchat.
Participants attend this chat to learn about building a community on snapchat, how businesses can benefit from snapchat, etc.
This chat also features guests who are experts in all things snapchat.
#MediaChat: Thursdays at 10 p.m. eastern time
Media Chat is hosted by Aaron Kilby, vice president of sales and marketing for Artisan Colour.
Guests have included experts ranging from social media to live streaming.
#WinnieSun: Wednesdays at 2 p.m. eastern time
This chat is hosted by the co-founder of Sun Group Wealth Partners, Winnie Sun.
It features different experts from the finance industry who share tips on managing your money.
Topics also surrounds social media which Winnie Sun has leverage to gain the right clients for the company.
#BlogElevated: Mondays at 10 p.m. eastern
Blog Elevated is co-hosted by Bobbie Byrd and Lisa Stauber.
Topics range from improving your blog to using live streaming.
The twitter chat is an extension of the blog elevated conference which brings in speakers who are experts in blogging.
Both co-founders are houston social media power influencers as well.
Did I miss any twitter chats from this list? You can leave your comments below.
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