Mad Marketing Podcast #8: Story-Telling, Marketing Renegades, and More!
Other than some of your GREAT questions (which are listed below), I decided to talk about a few of the thoughts and experiences I’ve had regarding Content Marketing World and Inbound 2012. Also, in conjunction with these two events, many readers have asked me recently about starting a career in public speaking and how they can be more effective, so I decided to delve into that subject here as well– and openly discuss the fact that I’m just a glorified story-teller. 😉
So if you’re looking to have some great company on your way to work this week, be sure to download the podcast to your iPod or MP3 player and let me know your thoughts!
Emails from Readers:
I’m about 45 pages deep into your Inbound and Content Marketing Made Easy ebook and am simply blown away by the quality of your message, story, and unique voice. Indeed, I can relate to the ‘getting buy-in’ on inbound, as it goes against all forms of the traditional marketing I saw as a kid. The content in this book has already made me think back to my previous job- first full-time job out of college, as a marketer for a seed-level start-up!
Having little budget and zero personnel support from a marketing perspective (we had one salesperson- the CEO), my role was to promote our services using a non-existent marketing budget. I turned to the SEOmoz blog for advice on getting our site to stand out for key search phrases, and then dove into the lead generation side with content creation tactics (eBooks, PowerPoint presentations for SlideShare, email marketing, etc.). Fortunately, I had encountered the HubSpot blog, their bundle of eBooks and webinars, and soon passed their inbound marketing course.
The biggest challenge of that role was keeping my inbound marketing efforts a secret, since these new and out-of-the-ordinary techniques were seen as ‘not worth the time’. At work, I would do the cold calls, plan for trade shows, etc. But at night, I came to life- spending countless hours performing keyword research, looking up directories for backlinks, generating content for eBooks, developing slide decks, optimizing our LinkedIn page- you get the point. I was sold on the tried and true methods of inbound, but I was stuck doing old-school ‘marketing’. It was the Olympics of cognitive dissonance.
I do basement waterproofing in NJ just like Matt Stock in Chicago.
When people call for an appointment we send them our free e-book Basements 101, so they can be educated before we get there.
No one reads the book.
I get to the appointment and ask “did you read the free e-book that we sent?”
No is the answer 19 out of 20 times.
Then we have to sit at the table and do the educational process.
Any suggestions would be greatly appreciated.
You asked of my triumphs and accomplishments?
First professionally, I’ve worked my tail off learning a new profession over the past 2.5 years, and am finally seeing the benefits of my hard work. We are getting busier, but it too has required persistent pushing at times, staying in contact with folks over 2 years before they finally want to give us a try, and becoming more creative and gutsy in everything I do. And I haven’t had to stray away from my beliefs to do any of this. Quite possibly the 2 best things I have done in that time are joining my local Toastmasters club and becoming an active officer, and transforming from a Social Media idiot and non-user to adopter, and believer. I’m still fighting that fight, but that’s another story.
Personally, I’ve come to realize that success is measured in terms of balancing family and work. My new profession has allowed me to do this, which previously was not a focus of mine. I love it, my kids love it, and my wife loves it. It has really benefited my family in ways that I never imagined. Success to me right now is not in $ signs, but in family time. I’ve had to open my eyes professionally and try new things to achieve this, but it’s been worth every ounce of effort.
Have a killer week,