Welcome to the first edition of the "This Week in Podcasts" series! There are some great shows out there - but if you aren't a podcast aficionado, it can be hard to keep up.
Even if you are 100% on-board the podcast train, there are so many amazing shows that it can be difficult to make time to listen to them all. With that in mind, every week, we'll be posting insights and takeaways from recent episodes of our favorite podcasts, with further reading suggestions.
The goal? Help you get right to the nitty-gritty, and introduce you to some new podcasts (and resources) and maybe even start a conversation.
If you have a favorite podcast you'd love to see in the roundup, leave a comment or hit me up on Twitter at @_chelleshock and I'll add it to the list. Without further ado, here's this week's takeaways:
This Old Marketing with Robert Rose and Joe Pulizzi: Episode 94 (Social Media Isn't Dead, We're Just Using It Wrong)
This episode’s This Old Marketing: White Castle, who created an internal employee magazine to help create a consistent feel from restaurant to restaurant. This was especially important at the time the magazine launched (1921), as they needed to evoke a feeling of cleanliness in the wake of Upton Sinclair’s book the Jungle, which detailed the horrific sanitation standards of the meat industry. The magazine was renamed to the Slider Times in the 50’s and is still around today, albeit in digital format.
Your takeaway question: how can you activate your employees as brand ambassadors?
For their show notes, head here.
Links from this episode:
Their take: social media isn’t dead if you use it right. People generally only use social media marketing as a way to throw more people in the top of their funnel (the same mistake they often make with content marketing), which leads to ineffective tactics. You always need to have a goal.
Their conclusion: Podcasting is still in the era where it’s very democratic, and it’s worth doing but you have to stick with it. It’s definitely a long game, not a one-and-done quick traffic rush marketing tactic. (But really, what worthwhile strategy is?)
This post is from Joe (one of the co-hosts), so it’s no surprise that he agrees with it. The whole article is worth a read if you’re unclear on the distinctions between native advertising and content marketing, but his general summary is:
The rants and raves section this week included Joe’s rant on this infographic (he’s not a fan: not sure where the yearly spend number came from, or that building a strategy for content marketing comes after hiring writers). More interestingly, Robert discussed these two articles:
Robert is 100% on board with both of these articles and their theses, but he thinks they don’t go far enough (this isn’t surprising, since he just wrote a whole book on the subject!). Marketing’s responsibility needs to be fundamentally altered, he says: you can’t just start with “We’re going to do mind-blowing content.” You have to consider every single step of the buyer’s journey, from awareness to becoming a repeat customer, and what role your marketing team can play in improving that.
For e-commerce businesses, there’s a strong tie-in here. The Google Trends graph for “unboxing” shows that there’s been a strong uptick in interest — a phenomenon that doesn’t involve the actual product itself, but the experience of receiving and opening it.
From thank-you page to post-purchase follow up email, you have the opportunity to create a memorable experience for your customers. Get tips on how to do that with our post on designing the new customer experience.
The Slack Variety Pack: Episode 8 (The Action Pack)
Take a look at the transcript here.
In the latest Slack Variety Pack, topics covered included:
- Children answering HR questions
- What will your smartwatch measure in the future?
- Bots and their uses
- Updates to the Getting Things Done philosophy, nearly 15 years later
- One list of unproduced screenplays and its effect on Hollywood
- If real stores acted like web stores...
Things to think about for e-commerce business owners:
- Bots have uses that include boosting team productivity. There are AI assistants like M and Operator that can help you get more done in less time. There’s also tools like IFTTT and Zapier — which aren’t bots, but can help you automate as much as possible in your business so you can focus on the important stuff.
- If you’re already a proponent of GTD, then David’s advice in this episode is probably not going to be news. However, it’s always good to have a reminder to eliminate the unnecessary, delegate (or automate — see above) things that don’t require your attention, and be present in the moment. The costs of stress are real — don’t pay them!
- Is your automated marketing or email communication a little too efficient? It’s necessary to scale, but make sure you’re not creeping customers out (or just annoying them). Related reading: Is Automating Your Marketing Saving You Time, or Losing You Customers? and 5 ways to avoid creeping people out with your retargeting
“Just put on really big headphones, and when they try to talk to you, mouth ‘I CAN’T HEAR YOU.’” Oh, from the mouths of babes.
The UnPodcast with Scott Stratten and Alison Kramer: Episode 86 (The Hierarchy of Buying)
Get their show notes here.
The gist of this week’s UnPodcast:
- They always turn to referrals first when it comes to finding new products or service providers (and they’re not alone — check out this infographic from Hubspot on the power of word of mouth)
- Response time to leads/inquiries is crucial
- Businesses should be actively prompting people for reviews
Tools and resources to put those takeaways into use:
- Referral Marketing 101: 7 Tactics to Launch Your Own Referral Campaign
- 8 Best Things You Can Do to Boost Your Referral Rates and Get More Sales
- Live Chat: The Most Underused Tool in Your Arsenal (After all, live chat is a great way to make sure that customers are getting their questions answered quickly!)
- How Nordstrom Made Its Brand Synonymous With Customer Service (and How You Can Too)
- How to Generate Powerful Testimonials for Your Ecommerce Business
- How Online Reviews Impact Local SEO and Why They Matter to Your Bottom Line
- To prompt customers to leave reviews for specific products, you can use Yotpo, an app that integrates directly with Shopify
Get their show notes here.
That’s it for this week — if you liked the feature, post your favorite takeaway in the comments. See you next Saturday with another round of tips & takeaways!