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Let’s dive into the world of influencer marketing for nonprofits with Ashwath Narayanan, co-founder of Social Currant! In this detailed conversation, we explore how nonprofits can leverage influencer marketing to enhance their fundraising efforts, build long-term relationships, and navigate the complexities of legal and financial considerations.
Ashwath Narayanan discusses the importance of awareness, trust, and relationships in nonprofit fundraising through influencer marketing, sharing strategies for resource-limited nonprofits and highlighting ethical considerations and community engagement.
More Nonprofit Marketing Expert Interviews and ToolsWant more niche marketing insights on how to market a nonprofit organization?
This episode is Part 5 in a multi-part series on nonprofit industry marketing. To continue learning on this niche, visit:
Part 1 - Nonprofit Communications Strategy [Nonprofit Marketing with Rick Cohen] Part 2 - Nonprofit Omni-Channel Marketing [Nonprofit Marketing with Michael Goodrum] Part 3 - Nonprofit Branding and Websites [Nonprofit Marketing with Alex Morse] Part 4 - Google Ad Grants for Nonprofits [Nonprofit Marketing with Grant Hensel, Part 4] Part 6 - coming soon Part 7 - coming soon Part 8 - coming soonFull Shownotes for this Episode on Influencer Marketing for Nonprofits
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Did you know nonprofits can access up to $13,000 in FREE money to use in paid ads? Free digital advertising via Google and Microsoft ad grants is a topic that can’t be skipped in our interview series on nonprofit marketing!
Grant Hensel, the Founder and CEO of Nonprofit Megaphone, stopped by to share best practices and success stories. What did we talk about? Responsive search ads, enhancing quality scores with relevant content, ad grant eligibility criteria, and essential strategies for managing them effectively to optimize outcomes in nonprofit marketing.
Ultimately, maximizing the potential of Google Ad Grants for Nonprofits and Microsoft Ad Grants for Nonprofits is a game changer for nonprofit organizations seeking to expand their online presence and increase impact. This free advertising can help nonprofits reach more people and achieve their mission.
More Nonprofit Marketing Expert Interviews and ToolsWant more niche marketing insights on how to market a nonprofit organization?
This episode is Part 4 in a multi-part series on nonprofit industry marketing. To continue learning on this niche, visit:
Part 1 - Nonprofit Communications Strategy [Nonprofit Marketing with Rick Cohen] Part 2 - Nonprofit Omni-Channel Marketing [Nonprofit Marketing with Michael Goodrum] Part 3 - Nonprofit Branding and Websites [Nonprofit Marketing with Alex Morse] Part 5 - coming soon Part 6 - coming soon Part 7 - coming soon Part 8 - coming soonFull Shownotes for this Episode on Google Ad Grants for Nonprofits
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In this episode of the Niche Marketing Podcast, we sit down with Alex Morse from Side Sea and Hopsie to explore the essentials of branding and websites for nonprofits. Alex brings a wealth of experience helping nonprofits grow their digital presence and increase donations through strategic branding and website optimization. From his transition out of corporate sales to building digital tools that empower organizations to tell their stories and raise funds, Alex shares valuable insights that any nonprofit can apply.
We dive deep into the importance of a strong brand identity, how to streamline your website for better user experiences, and why peer-to-peer fundraising is a game-changer for nonprofits. Alex also emphasizes the power of email marketing and effective storytelling to build trust with your supporters. This episode is packed with actionable advice on branding and websites for nonprofits that will help you maximize your impact.
More Nonprofit Marketing Expert Interviews and ToolsWant more niche marketing insights on how to market a nonprofit organization?
This episode is Part 3 in a multi-part series on nonprofit industry marketing. To continue learning on this niche, visit:
Part 1 - Nonprofit Communications Strategy [Nonprofit Marketing with Rick Cohen] Part 2 - Nonprofit Omni-Channel Marketing [Nonprofit Marketing with Michael Goodrum] Part 4 - coming soon Part 5 - coming soon Part 6 - coming soon Part 7 - coming soon Part 8 - coming soonFull Shownotes for this Episode on Keys to Branding & Websites for Nonprofits
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Your nonprofit needs an omnichannel marketing strategy to stand out, grow, and thrive. If you want to increase your impact, you are in the right place.
In this episode of the Niche Marketing Podcast, host John Bertino and Michael Goodrum, Director of Client Services at Community Boost in San Diego, have a detailed conversation about:
split testing emotional and logical appeals social media landing page and donation page CRO (conversion rate optimization) PPC vs or in conjunction with SEO how to stretch a budget for a small nonprofit nonprofit marketing tools fundraising email marketingWhen it comes down to it, we have found that nonprofits often struggle with traction, leveraging advertising for raising awareness, and then capitalizing on it. Therefore, an omni-channel marketing approach, focusing on social media, is critical for visibility and fundraising, while SEO and Google Ad Grants are essential for driving website traffic.
Effective messaging must balance emotional appeals with positive stories that show the tangible impact of donations. Building relationships through email marketing, rather than just constant solicitations, is crucial. Common pitfalls include neglecting organic social media and sudden, aggressive fundraising pushes. We will dive deep in this episode.
Want more niche marketing insights on how to market a nonprofit organization?
This episode is Part 2 in a multi-part series on nonprofit industry marketing. To continue learning on this niche, visit:
Part 1 – Nonprofit Communications Strategy [Nonprofit Marketing with Rick Cohen] Part 3 – coming soon Part 4 – coming soon Part 5 – coming soon Part 6 – coming soon Part 7 – coming soon Part 8 – coming soonFull Shownotes for this Episode on Nonprofit OmniChannel Marketing
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Are you looking to refine your nonprofit communications strategy and make a greater impact? In this episode of the Niche Marketing Podcast, host John Bertino and Rick Cohen, Chief Communications Officer for the National Council of Nonprofits, explore the critical elements of effective communications strategy for nonprofit organizations, including:
the importance of directing profits back into the mission engaging donor personas through tailored approaches actively listening to audience feedback peer-to-peer advocacy strategic marketing channels using PR to raise visibility for your cause effective email campaigns to amplify reach, impact, and fundraising personalized donor appreciation transparent communication to build lasting relationshipsCohen also delves into the nuances of advocacy versus lobbying and offers insights into navigating the ever-changing social media landscape.
This episode, which is the first in our brand new series on nonprofit marketing, serves as a comprehensive guide for refining and solidifying nonprofit messaging to drive meaningful change.
Want more niche marketing insights on how to market a nonprofit organization?
This episode is Part 1 in a multi-part series on nonprofit industry marketing. To continue learning on this niche, visit:
Part 2 – Nonprofit Omni-Channel Marketing [Nonprofit Marketing with Michael Goodrum] Part 3 – coming soon Part 4 – coming soon Part 5 – coming soon Part 6 – coming soon Part 7 – coming soon Part 8 – coming soon----
Full Shownotes for this Episode on Nonprofit Communications Strategy
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Aalap Shah from 1o8 Agency shares insights on Amazon marketing for food and beverage consumer products, highlighting essentials such as account setup, brand registry, and A+ content. He stresses strategic product planning and starting with DTC before expanding to Amazon, emphasizing long-term success.
Strategies for enhancing product listings, utilizing market research tools, maximizing advertising impact, understanding the Amazon algorithm, and leveraging innovative techniques like 3D images are discussed.
The interview also covers the significance of reviews, ethical acquisition methods, and off-Amazon marketing through platforms like TikTok for increased sales.
Leveraging FBA for conversion ease and efficient inventory management during peak demand is recommended, along with the importance of brand registry and holistic consulting services for CPG success.
Key Takeaways1. Amazon as an Equalizer
Amazon provides an opportunity for smaller brands to compete with larger competitors. Aalap highlights that Amazon allows even the ‘little guys’ to compete effectively, which is a significant advantage for emerging food and beverage brands.
2. Importance of Brand Registry
Registering your brand on Amazon is crucial for protecting your product listings and unlocking advanced features like A+ content. This helps in maintaining the integrity of your brand and enhancing the quality of your listings.
3. A+ Content for Enhanced Storytelling
A+ content is essential for telling your brand’s story effectively. It allows for richer product descriptions, comparison charts, and the inclusion of high-quality images and videos, all of which can significantly boost conversion rates.
4. SEO and Keyword Optimization
Optimizing product titles, bullets, and descriptions for SEO is vital for visibility on Amazon. Using tools like Helium 10 or Jungle Scout can help in identifying the right keywords and optimizing listings to rank higher in Amazon search results.
5. Inventory Management
Maintaining inventory levels is critical. Running out of stock can negatively impact your rankings, so it’s essential to ensure consistent availability of your products to avoid losing visibility and sales momentum.
6. Advertising Strategies
Investing in Amazon advertising is crucial for driving traffic and sales. Aalap discusses various advertising strategies, including sponsored listings and remarketing ads, and emphasizes the importance of setting a budget and monitoring ad performance to achieve a desirable ACOS (advertising cost of sale).
7. Reviews and Social Proof
Generating and managing reviews is a key factor in building trust and credibility on Amazon. Using tools like FeedbackWiz to facilitate review collection and leveraging email and SMS for follow-ups can help in garnering more positive reviews and enhancing your product’s reputation.
Want more niche insights on Food and Beverage Marketing?
This episode is Part 8 in a multi-part series on food product marketing. To continue learning on this niche, visit:
Part 1: Marketing to Retailers in the Food Industry with Jean-Marc Demers Part 2: Expert Food Packaging Design with DePersico Creative Part 3: Retail Promotion for Food and Beverage Products with Angela Rakis Part 4: Leveraging Influencer Marketing and PR with Bill Southard Part 5: Video Storytelling for Brands with Ted Passon Part 6: Scaling a Food Brand: Case Study on Tahini with Amy Zitelman Part 7: Food Product Packaging Design Case Study with Jenn David Part 8: Social Media Content for Food and Beverage MarketingFull Shownotes for this Episode on Amazon Marketing for Food & Beverage Products
• nichemarketingpodcast.com/foodandbeveragemarketing09 -
Josh Roush, CEO of Movetic, shares effective social media strategy for food and beverage brands, emphasizing the need to understand a brand’s ethos to connect with consumers authentically. He highlights the role of storytelling, branding, and creating a unique vibe in resonating with target audiences.
Josh explores the benefits of working with niche-specific influencers, collaborating with other brands, and utilizing visual elements to communicate a brand’s message effectively.
A case study with Tractor Beverages illustrates Movetic’s successful Purpose-Infused Mixology Program, showcasing the importance of tailored messaging and engagement for brand positioning and consumer loyalty.
Josh underlines the significance of experimentation and seeking support to develop a strong social media strategy for food and beverage brands.
Want more niche insights on Food and Beverage Marketing?
This episode is Part 8 in a multi-part series on food product marketing. To continue learning on this niche, visit:
Part 1: Marketing to Retailers in the Food Industry with Jean-Marc Demers: https://www.youtube.com/watch?v=nyKL9gHXWMI Part 2: Expert Food Packaging Design with DePersico Creative: https://www.youtube.com/watch?v=zZh-n7YxoW8 Part 3: Retail Promotion for Food and Beverage Products with Angela Rakis: https://youtu.be/oyB_EItdTLY Part 4: Leveraging Influencer Marketing and PR with Bill Southard: https://youtu.be/d2Epmf4sDUU?feature=shared Part 5: Video Storytelling for Brands with Ted Passon: https://www.youtube.com/watch?v=dk0XsBpA3EU Part 6: Scaling a Food Brand: Case Study on Tahini with Amy Zitelman: https://www.youtube.com/watch?v=0GiU7gh3S0s Part 7: Food Product Packaging Design Case Study with Jenn David: https://www.youtube.com/watch?v=ve2YBnaRLCQFull Shownotes for this Episode on Social Media for Food and Beverage Marketing:
• nichemarketingpodcast.com/foodandbeveragemarketing08
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Packaging expert Jenn David Connolly explains how design affects food marketing using case studies like Cooper Street Cookies and Vevan, emphasizing the significance of cohesive branding and innovative design in driving consumer appeal and market growth.
By strategically upgrading packaging elements while maintaining brand recognition, Jenn vividly demonstrates the profound impact of color, font choice, and layout on consumer appeal.
Throughout the discussion, we detail design concepts that elevate the visual presence and shelf impact of the product, showcasing the intricate steps Jenn takes to enhance food branding through innovative packaging design strategies and fostering an emotional connection with consumers.
Want more niche insights on Food and Beverage Marketing?
This episode is Part 7 in a multi-part series on food product marketing. To continue learning on this niche, visit:
• Part 1: Marketing to Retailers in the Food Industry with Jean-Marc Demers: https://www.youtube.com/watch?v=nyKL9gHXWMI
• Part 2: Expert Food Packaging Design with DePersico Creative: https://www.youtube.com/watch?v=zZh-n7YxoW8
• Part 3: Retail Promotion for Food and Beverage Products with Angela Rakis: https://youtu.be/oyB_EItdTLY
• Part 4: Leveraging Influencer Marketing and PR with Bill Southard: https://youtu.be/d2Epmf4sDUU?feature=shared
• Part 5: Video Storytelling for Brands with Ted Passon: https://www.youtube.com/watch?v=dk0XsBpA3EU• Part 6: Scaling a Food Brand: Case Study on Tahini with Amy Zitelman: https://www.youtube.com/watch?v=0GiU7gh3S0s
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Full Shownotes for this Episode on Food Product Packaging Design Case Study with Jenn David of Jenn David Design:
• nichemarketingpodcast.com/foodandbeveragemarketing07
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Looking to scale a food brand? Amy Zitelman, CEO and Co-founder of Soom Foods, a tahini company, stops by to share Soom's journey from a kitchen startup to a widely distributed product. We focus on innovative marketing strategies, Amazon marketing, rebranding, and navigating the competitive retail landscape.
Amy emphasizes consumer education, versatility of tahini, familial ties to tahini expertise, and strategic partnerships. We delve into establishing relationships with chefs, scaling the business, strategic entry into the grocery sector, leveraging retail channels like Amazon, and adapting to customer preferences.
The discussion also covers leveraging social proof, influencer marketing, new product introductions, content creation, and the significance of consistent promotion.
Amy underscores the importance of perseverance, understanding the target market, and recognizing the value of influencers in building a successful brand in the food and beverage industry.
Want more niche insights on Food and Beverage Marketing?
This episode is Part 6 in a multi-part series on food product marketing. To continue learning on this niche, visit:
• Part 1: Marketing to Retailers in the Food Industry with Jean-Marc Demers: https://www.youtube.com/watch?v=nyKL9gHXWMI
• Part 2: Expert Food Packaging Design with DePersico Creative: https://www.youtube.com/watch?v=zZh-n7YxoW8
• Part 3: Retail Promotion for Food and Beverage Products with Angela Rakis: https://youtu.be/oyB_EItdTLY
• Part 4: Leveraging Influencer Marketing and PR with Bill Southard: https://youtu.be/d2Epmf4sDUU?feature=shared
• Part 5: Video Storytelling for Brands with Ted Passon: https://www.youtube.com/watch?v=dk0XsBpA3EU----
Full Shownotes for this Episode on Scaling a Food Brand with Amy Zitelman of Soom Foods:
• nichemarketingpodcast.com/foodandbeveragemarketing06
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Ted Passon, co-owner of All Ages Productions, shares insights on storytelling in video production, emphasizing the impact of authentic brand narratives and visuals in enhancing a brand's message. Ted highlights the value of bold aesthetic choices and collaboration with artists for compelling content and stresses the importance of thorough preparation and making courageous decisions in creating impactful video content.
The discussion also delves into the significance of meticulous planning, establishing a comfortable setting for subjects, and utilizing unique approaches like the Interrotron for organic camera interactions. The role of food stylists in enhancing product visuals and the importance of sound engineering in eliciting emotions are also explored.
Overall, the episode underscores the significance of attention to detail and customized production elements in crafting a captivating on-screen experience.
Want more niche marketing insights on Food and Beverage Marketing? This episode is Part 5 in a multi-part series.
• Part 1: Marketing to Retailers in the Food Industry with Jean-Marc Demers: https://www.youtube.com/watch?v=nyKL9gHXWMI
• Part 2: Expert Food Packaging Design with DePersico Creative: https://www.youtube.com/watch?v=zZh-n7YxoW8
• Part 3: Retail Promotion for Food and Beverage Products with Angela Rakis: https://youtu.be/oyB_EItdTLY
• Part 4: Leveraging Influencer Marketing and PR with Bill Southard: https://youtu.be/d2Epmf4sDUU?feature=shared
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Full Shownotes for this Episode on Influencer Marketing and Earned Media for Food Brands and Beverage Products with Bill Southard:
• https://nichemarketingpodcast.com/foodandbeveragemarketing05
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What’s the secret to influencer marketing, PR, and getting earned media for food brands and beverage brands? In an exclusive interview with Bill Southard, we look at real examples and specific tactics to leverage micro-influencers, PR campaigns, in-person product sampling, earned media from traditional media sources, and more to grow your food or beverage product.
Want more niche marketing insights on Food and Beverage Marketing? This episode is Part 4 in a multi-part series.
• Part 1: Marketing to Retailers in the Food Industry with Jean-Marc Demers: https://www.youtube.com/watch?v=nyKL9gHXWMI
• Part 2: Expert Food Packaging Design with DePersico Creative: https://www.youtube.com/watch?v=zZh-n7YxoW8
• Part 3: Retail Promotion for Food and Beverage Products with Angela Rakis: https://youtu.be/oyB_EItdTLY
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Full Shownotes for this Episode on Influencer Marketing and Earned Media for Food Brands and Beverage Products with Bill Southard:
• https://nichemarketingpodcast.com/foodandbeveragemarketing04
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How can you (1) get retailers to stock your food and beverage products and (2) market your new food brand to stand out on the shelf? If you’re looking for proven, tactical strategy on retail promotion for food and beverage products, listen now!
Angela Rakis, our guest expert, is a seasoned brand strategist and retail marketing expert. She shares valuable insights on successful brand navigation, niche positioning, and tailored approaches in retail marketing.
Angela emphasizes the significance of packaging, product placement, and consumer psychology and offers practical advice on building relationships with major retailers and leveraging marketing trends like authenticity and sustainability.
Want more niche marketing insights on Food and Beverage Marketing? This episode is Part 3 in a multi-part series.
• Part 1: Marketing to Retailers in the Food Industry with Jean-Marc Demers: https://www.youtube.com/watch?v=nyKL9gHXWMI
• Part 2: Expert Food Packaging Design with DePersico Creative: https://www.youtube.com/watch?v=zZh-n7YxoW8
• Part 4: Influencer Marketing and Earned Media for Food Brands and Beverage Products with Bill Southard: https://www.youtube.com/watch?v=d2Epmf4sDUU
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Full Shownotes for this Episode on Retail Promotion with Angela Rakis:
• https://nichemarketingpodcast.com/foodandbeveragemarketing03
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Does food packaging design really matter? In this episode, we explore the world of packaging in marketing food and beverage products with James and Paul from DePersico Creative.
We discuss on-package messaging, brand positioning, design considerations, getting products on store shelves, and more!Through their expertise and insightful examples, we highlight the importance of effective packaging in capturing consumers' attention and driving product success.
About Host John Bertino and TAG:A decade spent working for marketing agencies was more than enough to know that there are too many bad agencies and not enough objective marketers within them. John launched TAG in 2014 with the mission to provide brands unbiased guidance from seasoned marketing professionals at little or no cost.
TAG advises brands on marketing channel selection, resource allocation, and agency selection to ensure brands invest in the right marketing strategies, with the right expectations, and (ultimately) with the right partners.
TAG represents 200+ well-vetted agencies and consultants across the United States and Europe.
John's professional background and areas of expertise include: Marketing Planning, Earned Media, SEO, Content Marketing, Link Acquisition, Digital PR, Thought Leadership, and B2B Lead Generation.
TAG Testimonials
About Our Guest ExpertsPaul DePersico: CEO/Creative Strategist (a.k.a. The Cruisin’ Chef)
Paul spends every Saturday shopping for innovative new foods. Loves cooking for family & friends to experiment with unique creations.
James DePersico: Vice President (a.k.a. The Wizard of Words)
Passionate about words and believes language to be the most powerful tool humans have. Values clarity of communication in the workplace and life, and strives to achieve it always.
DePersico CreativeDePersico Creative has been leveraging their passion for food and unrivaled creativity to help grow food and beverage brands since 1977.
DePersico Creative elevates and magnifies the unique aspects of their client’s product through compelling package design. Their combination of product positioning, creative linguistics, and strategic color, photography, and font choices help to visually sell their client’s product as the most desirable in its category.
They prove how their expertise and creative strategies positively impact sales through every project, whether it’s for a startup brand or a major player in the food and beverage industry.
----Learn more about Expert Food Packaging Design with DePersico Creative [Food and Beverage Marketing - Part 2]
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Want retailers to stock and sell more of your food products? From seductive packaging to captivating storytelling, discover the secrets of marketing to retailers in the food industry with food and beverage expert Jean-Marc Demers.
Uncover the art of out-of-store engagement, localized advertising, and the power of public relations in this enlightening episode to charm retailers while driving brand success.
Listen now to uncover insider tips (along with host John Bertino) to get space on retail shelves, captivate consumers, and sell more of your consumable products.
More Info on the Host, Guest, and Marketing Advice Shared:Marketing to Retailers in the Food Industry [Food and Beverage Marketing - Part 1]
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99% open rates are unheard of in the digital age--until now! Enter: IgnitePOST. Perfectly time the writing and sending of a handwritten note that personalizes and enhances the buyer's journey. This effective relationship marketing super strategy can be done, at scale, with robots holding ball point pens that can even mimic your own handwriting.
Whether you're a nonprofit looking to thank smaller donors, an ecommerce business trying to surprise and delight, or a subscription service desperately trying to extend LTV and reduce churn--this relationship marketing tool sets you apart from your competition and builds real rapport.
Our "Maverick Marketing" guest today is Arian Radmand, founder of IgnitePOST. Listen to or watch this episode to learn about how to leverage where technology and old-school tried-and-true meet!
Note: This is Part 2 of a multi-part series on Marketing Mavericks!
Learn more about our guest Arian Radmand, our host John Bertino, and more here:
Relationship Marketing for 99% Open Rates with Personalized Handwritten Notes at Scale -
Grow your company’s online presence with the power of SEO and Paid Search in Industrial Marketing. Learn innovative B2B marketing strategies for industrial supply companies, as Justin Smith of Outerbox shares his vast knowledge on specialized keyword research, the intricate dance between SEO and PPC, and the pivotal role of a unique value proposition.
This episode covers:
Overview of what this episode will cover with Justin Smith What is OuterBox and Justin’s role there?
Importance of Search Marketing for Industrial Products (and the essential elements of SEO, including site speed and content quality) Approaches to Keyword Research in SEO Leveraging Paid and Organic Search Marketing Importance of Clear Product Page Communication (the power of niche landing pages in driving quality traffic and conversions) Google's Potential Ban on AI Content Optimizing URL and Content for SearchSearch marketing is increasingly important for industrial companies, especially as a younger, tech-savvy generation of owners are stepping into the ring. Justin sheds light on the unique challenges faced by industrial companies and reveals the strategies his agency uses to tackle these obstacles.
Justin shows how you can make your industrial business thrive in the digital world. Watch the full episode below and on YouTube!
Organic SEO and Paid Search in Industrial Marketing Mastery | Industrial Product Marketing Part 5, Justin Smith
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What if you could harness the power of LinkedIn to supercharge your B2B marketing efforts? Jim Londeree – the COO of Dream Factory, the B2B Content Marketing Agency that's making waves in Orlando, Florida – is on the show to tell us exactly how.
Jim gives us a peek into his treasure trove of LinkedIn marketing strategies from managing warm and cold contacts, to making the best use of groups and ads.
If you're in the industrial manufacturing sector and you've been seeking out effective ways to market your niche products, you're in for a treat. Jim Londeree delves into his rich experience with industrial product marketing, discussing why person-to-person connections, and trade shows, still hold their ground in the digital age. We also discuss crafting compelling emails, and the art of building personal brands, exploring how to balance content, calls to action, and value delivery to nurture existing connections.
We also examine LinkedIn's advertising potential and how you can leverage your existing content to create compelling ads. Jim shares insights into the long-term ROI for B2B marketing and why a focused approach is key when targeting a specialized audience. Lastly, we look at the opportunity to develop thought leadership on LinkedIn, and how small to mid-sized businesses can make the most of the platform.
Key Topics:
• Blending Content Production and B2B Marketing
• Marketing Strategies for Industrial Product Space
• Crafting Emails and Building Personal Brands
• LinkedIn Ads for Targeting Your Audience
• Maximizing Content Marketing & LinkedIn Advertising
• Using LinkedIn for Effective Marketing
• Long-Term ROI for B2B MarketingIt's a packed episode with practical takeaways that are bound to transform your marketing game. Tune in!
Watch the full interview and learn more on YouTube and back at our full shownotes page here:B2B Content Marketing and LinkedIn Advertising | Industrial Product Marketing Part 4, Jim Londeree
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1300% ROI using industrial Account-Based Marketing strategies? Yes! In this eye-opening podcast, expert Thad Kahlow shares invaluable insights and real success stories.
Explore the power of targeted marketing in the manufacturing world, the secrets to engaging potential clients digitally, and hear how 1300% was achieved through an ABM campaign.
Join us in this journey to transform your marketing game and drive growth. Hit play now!
Want more insights on the Industrial Product Marketing vertical?This episode is Part 3 in a multi-part series on Industrial Product Marketing Industry Marketing. To continue learning on this niche, visit:
• Part 1: The ULTIMATE Overview to Industrial Product Marketing: Industrial Supply Marketing with Kelly Olson
• Part 2: Content Marketing Strategy for Boring Industries: Industrial Supply Marketing with Ross Simmonds
• Part 4: coming soon!
• Part 5: coming soon!Core Insights / Episode Highlights:
00:00 - Changing Landscape of Industrial Product Marketing: The industrial product marketing landscape is evolving rapidly due to factors like digital transformation, IoT integration, and shifting buyer behaviors.
02:12 - Shift Towards Account-Based Marketing (ABM): Manufacturers are transitioning from traditional sales-focused approaches to account-based marketing (ABM) and customer-centric strategies. They are recognizing the need to adapt to changing buyer preferences.
04:20 - Importance of Customer Experience: Buyers, including millennials purchasing multi-million dollar equipment, prefer self-service options before engaging with salespeople. A superior customer experience is becoming vital, starting with upper funnel engagement tactics.
07:32 - ABM Approach: The approach to ABM varies based on what is being sold. For higher value products, targeting a few key functions within an organization is more effective, while complex products require a more extensive, verticalized approach.
09:15 - Diversifying Content: Beyond traditional content like blog posts and whitepapers, there's an increasing focus on unique content types tailored to engage specific industries, addressing unique needs.
11:00 - Chat-Based AI's Role in Personalization: Chat-based AI, like Chat GPT, plays a significant role in personalizing the buyer's journey. It enables customized, timely, and accurate responses to buyer inquiries, enhancing the buyer experience.
13:30 - Impact of Chat-Based and AI-Derived Content: Chat-based AI revolutionizes marketing by offering personalized, intent-driven content, improving the velocity of the buyer's journey. The smarter the buyer, the better the relationship and value delivered.
15:45 - Importance of Blogging and SEO: Blogging and SEO remain crucial for top-of-funnel engagement, ensuring manufacturers appear in search results early in the buyer's journey. These strategies provide educational content.
18:00 - Leveraging Chat-Based AI for Content Strategy: Chat-based AI helps identify relevant topics and content preferences based on buyer intent, informing content strategy effectively.
19:30 - Brand Transformation through Content: Content is not just about tactical material; it's about crafting a unique customer experience, which contributes to brand transformation. Brands should focus on what customers think when they think of them.
21:00 - Customer-Centered Branding: Modern branding is about understanding customers and delivering value to them, shifting from merely promoting products to being customer-centered.
24:45 - ABM and Customer Success Integration: Integrating customer success representatives into ABM strategies can be highly successful, emphasizing customer needs and value delivered.
26:18 - Successful Campaign with Customer-Led Approach: A customer-led approach can result in remarkable ROI. The example of a 1300% ROI campaign illustrates the effectiveness of customer-centric marketing.
27:50 - Paid Media Distribution: Paid media channels for industrial product marketing include programmatic advertising, paid search, and LinkedIn. Understanding intent and targeting the right accounts is crucial.
29:45 - Intent-Based Marketing: ABM platforms like Sixth Sense provide insights into buyer intent, allowing marketers to target specific individuals who are actively seeking relevant solutions.
31:20 - Opportunity in Earned Media and Social: Leveraging social media for earned media can help build communities and engage with digitally-savvy buyers, especially in the absence of traditional trade shows and events.
34:00 - Missed Opportunity in Demonstrating Marketing's Impact: Industrial product marketers often miss the opportunity to demonstrate marketing's influence on pipeline, revenue, and retention. There's a need for irrefutable evidence of marketing's role in driving growth.
36:20 - Three C's of Marketing: The three essential elements in marketing are clarity (understanding customers), confidence (proving marketing's impact on revenue), and consistency (delivering efficiency while driving growth).
These insights highlight the transformative shifts in industrial product marketing, emphasizing the importance of customer-centricity, personalization, and the role of technology like AI in shaping the future of the industry.
Take Action Now!• Grab your Guide to Local SEO here – free!
About Host John Bertino and TAG:A decade spent working for marketing agencies was more than enough to know that there are too many bad agencies and not enough objective marketers within them. John launched TAG in 2014 with the mission to provide brands unbiased guidance from seasoned marketing professionals at little or no cost.
TAG advises brands on marketing channel selection, resource allocation, and agency selection to ensure brands invest in the right marketing strategies, with the right expectations, and (ultimately) with the right partners.
TAG represents 200+ well-vetted agencies and consultants across the United States and Europe.
John’s professional background and areas of expertise include: Marketing Planning, Earned Media, SEO, Content Marketing, Link Acquisition, Digital PR, Thought Leadership, and B2B Lead Generation.
To access full shownotes: Account-Based Industrial Product Marketing
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“The world gives you value back when you provide value first,” is a quote from Ross Simmonds in our conversation on industrial product marketing and content marketing strategy for boring industries.
Dive into this episode to explore the art of content marketing for industrial products. Learn how to create, distribute, and elevate your content to reach your audience effectively.
Discover the strategies that industry experts use to forge lasting connections and boost ROI.
Want more niche marketing insights on the Industrial Product Marketing vertical?This episode is Part 2 in a multi-part series on Industrial Product Marketing. To continue learning on this niche, visit:
• Part 1: The ULTIMATE Overview to Industrial Product Marketing: Industrial Supply Marketing with Kelly Olson
• Part 3: Use Account-Based Marketing or FAIL! | Industrial Supply Marketing with Thad Kahlow
• Part 4: coming soon!
• Part 5: coming soon!Episode Insights:
00:00 - Introduction
Introducing the importance of distribution in industrial product marketing and other “boring industries” that are often B2B.01:30 - Content Lifecycle and Distribution
Content should be repurposed and distributed extensively to maximize its value over time.04:49 - Collaboration with Niche Influencers
Collaborating with niche influencers, regardless of their follower count, can be highly beneficial.07:30 - Influencer Marketing Strategies
Building relationships with influencers can lead to unbiased reviews and sponsored content.10:45 - Balancing Personality and Authenticity
Brands in industrial marketing should consider their corporate culture and goals when showing personality.12:26 - Differentiating as an Up-and-Coming Brand
New brands should strive to be innovative, authentic, and personality-driven to stand out.15:43 - Strategic Content Distribution
A well-planned distribution strategy is crucial for content marketing success.18:52 - Leveraging Industry-Specific Newsletters
Collaborate with industry-specific newsletters to share valuable content.21:23 - Building Connections Over Constant Closing
Focus on nurturing relationships and providing value rather than pushing for immediate conversions.23:48 - Recommended Tools - Canva
Canva is an efficient tool for creating visual content, especially for non-designers.26:27 - Recommended Tools - Jasper
Jasper, an AI tool, augments content creation using copywriting frameworks.29:01 - Embracing Content Distribution
Embrace content distribution strategies, as content remains valuable long after publication.30:45 - Distribution Ideas Spreadsheet
Access a distribution ideas spreadsheet on Ross Simmonds' website.32:10 - Building Authentic Connections
Connect authentically with your audience and prioritize relationships.34:25 - Differentiation in Industrial Marketing
Differentiate your brand by being innovative, authentic, and personality-driven.36:00 - Closing Remarks
Recap of key insights and the importance of content distribution in industrial product marketing.Take Action Now!
• Grab your Guide to Local SEO here – free!
• RossSimmonds.com/distropack – get a spreadsheet filled with a hundred distribution techniques you can use
About Host John Bertino and TAG:A decade spent working for marketing agencies was more than enough to know that there are too many bad agencies and not enough objective marketers within them. John launched TAG in 2014 with the mission to provide brands unbiased guidance from seasoned marketing professionals at little or no cost.
TAG advises brands on marketing channel selection, resource allocation, and agency selection to ensure brands invest in the right marketing strategies, with the right expectations, and (ultimately) with the right partners.
TAG represents 200+ well-vetted agencies and consultants across the United States and Europe.
John’s professional background and areas of expertise include: Marketing Planning, Earned Media, SEO, Content Marketing, Link Acquisition, Digital PR, Thought Leadership, and B2B Lead Generation.
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To access full shownotes click here: Industrial Product Marketing Part 2.
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Are you struggling to break into the competitive world of industrial product marketing? Join us as we dive into the secrets of success with Kelly Olson from The Mx Group.
Discover how they transformed a packaging company's brand, navigated the challenges of recruitment in a tight labor market, and even built e-commerce platforms for their clients.
Get ready to learn actionable strategies for brand development, targeted marketing, and customer engagement in the industrial supply sector.
Tune in to this insightful episode to unlock the power of industrial product marketing and propel your brand to new heights. Don't miss it!
Want more niche marketing insights on the Industrial Supply Marketing vertical?This episode is Part 1 in a multi-part series on Industrial Supply Marketing. To continue learning on this niche, visit:
• Part 2: Content Marketing Strategy for Boring Industries: Industrial Supply Marketing with Ross Simmonds
• Part 3: Use Account-Based Marketing or FAIL! | Industrial Supply Marketing with Thad Kahlow
• Part 4: coming soon
• Part 5: coming soonEpisode Insights and Key Takeaways:
1. Importance of Branding: The podcast highlights that branding in the industrial supply space is crucial. It's not just about visual identity but also about defining how a company shows up in the world, what it stands for, and how it differentiates itself.
2. Understanding Buyer Personas: To effectively market industrial products, it's essential to understand the various buyer personas in the industry. This includes decision-makers like procurement agents, health and safety inspectors, and professionals in operations, each with distinct content needs and concerns.
3. Content Strategy: The podcast emphasizes the importance of tailoring content to different audience personas. Content creation should focus on answering their questions, addressing their concerns, and providing solutions to their specific challenges.
4. Account-Based Marketing (ABM): ABM is presented as a strategy rather than just a tool. It involves narrowing targeting to specific accounts and buyers, creating personalized content, and leveraging marketing technology to engage with these accounts effectively.
5. Recruitment Challenges: In today's tight labor market, industrial companies are using marketing to attract talent. Customized marketing campaigns can significantly increase candidate engagement and help address recruitment challenges.
6. E-commerce Platforms: The podcast showcases the growing importance of e-commerce in industrial supply. Companies are building e-commerce platforms to make the buying process more convenient, with features like inventory checks, pricing details, and order tracking.
7. Sustainability as a Selling Point: Sustainability is highlighted as a significant selling point for industrial products, particularly in reducing single-use plastic and advancing environmental goals.
8. Digital Experience: Companies are improving the digital experience for both distributors and end-users. This includes creating user-friendly e-commerce portals and tools to streamline purchasing decisions.
9. Building Stronger Distributor Relationships: By focusing on branding, tailored content, and e-commerce solutions, companies can strengthen their relationships with distributors, creating less friction in the purchasing process.
10. Segmentation and Expansion: Companies should focus on market segmentation to identify potential growth areas within specific verticals or geographic regions, leading to effective market expansion.
These insights provide valuable information for industrial product marketers looking to enhance their strategies and better understand the evolving landscape of the industrial supply industry.
Jump to Topics of Interest to You
0:00 - 00:20 Introductions and setting the stage for John and Kelly to deep dive into marketing for the industrial supply industry
00:20 - 04:55: Understanding Industrial Product Marketing - Delve into the world of industrial product marketing and discover the unique challenges it presents.
04:55 - 13:47: The Power of Branding - Learn how reimagining a brand can create opportunities and make a significant impact in the market.
13:47 - 22:11: Recruitment Strategies in a Tight Labor Market - Explore the innovative campaign that helped attract candidates in a competitive labor market.
22:11 - 28:16: E-Commerce Platforms for Distributors - Uncover the significance of building e-commerce platforms to facilitate convenience and boost distributor relationships.
28:16 - 35:27: Account-Based Marketing Strategies - Understand the importance of account-based marketing (ABM) and how it can be leveraged as a powerful strategy.
35:27 - 22:11: Personalized Content Creation - Dive into the art of crafting personalized content that resonates with target audiences.
31:39 - 32:31: Breaking into New Markets - Gain insights into strategies for penetrating new markets and expanding your business.
32:31 - 33:17: Sustainability and Environmental Impact - Explore the role of sustainability in today's industrial supply market and its potential to drive business growth.
33:17 - 37:23: Recruitment Challenges and Employer Branding - Discover how employer branding can help overcome recruitment challenges and retain top talent.
37:23 - End: The Future of Industrial Product Marketing - Wrap up with thoughts on the evolving landscape of industrial product marketing and the strategies that will shape the future.
Take Action Now!• Grab your Guide to Local SEO here – free!
Tweetables:• Unlock the power of branding in industrial supply - it's more than just a logo; it's about differentiation and value. #IndustrialMarketing
• In the world of account-based marketing (ABM), it's about targeting accounts strategically, not just a digital tool. #ABM #MarketingStrategy
• E-commerce is transforming industrial supply by making the buying process more convenient and less frictional for distributors and end users. #Ecommerce #IndustrialSupply
• Building strong relationships with distributor partners is essential for growth in the industrial supply space. #B2BRelationships #IndustrialGrowth
• Recruitment and retention are becoming key challenges in industrial sectors, and marketing can play a pivotal role in addressing them. #TalentAcquisition #RetentionStrategies
About Host John Bertino and TAG:A decade spent working for marketing agencies was more than enough to know that there are too many bad agencies and not enough objective marketers within them. John launched TAG in 2014 with the mission to provide brands unbiased guidance from seasoned marketing professionals at little or no cost.
TAG advises brands on marketing channel selection, resource allocation, and agency selection to ensure brands invest in the right marketing strategies, with the right expectations, and (ultimately) with the right partners.
TAG represents 200+ well-vetted agencies and consultants across the United States and Europe.
John’s professional background and areas of expertise include: Marketing Planning, Earned Media, SEO, Content Marketing, Link Acquisition, Digital PR, Thought Leadership, and B2B Lead Generation.
TAG Testimonials
Guest: Kelly OlsonKelly Olson leads The Mx Group’s strategy team, designing innovative processes and frameworks that guide clients to impactful results. For over 15 years, she has directed successful, award-winning campaigns for clients in the hospitality, automotive, medical and industrial sectors. She is accomplished in the areas of B2B brand messaging, creative strategy, demand generation, lead management and sales enablement. Kelly is a graduate of Concordia College in Moorhead, Minnesota, and holds a B.A. in business and communications.
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To access full shownotes click here: Industrial Product Marketing Part 1.
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