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The Heart Of Marketing

Despite all the latest digital marketing technology, the fundamentals of good marketing haven’t changed a whole lot. At its core, we still need a solid strategy. And we still need to make human connections. That is The Heart of Marketing. Join hosts Jayme Soulati and John Gregory Olson for an informative and entertaining romp through the digital marketing world today. You get an insider view of a variety of topics to help you win customers and grow sales. Some of the topics we’ll cover include: online publishing, public relations, content marketing, social media, mobile, branding, message mapping, marketing integration, and lots more. All delivered with the wit and wisdom of two accomplished marketing pros. Meet your hosts ... JAYME SOULATI is president of Soulati Media, Inc. and is a message mapping master. She hails from Chicago's public relations firms and delivers strategically blended marketing based on core PR with content, social and digital. She is an award-winning blogger since 2010 and brings perspective in business since 1984. Jayme is a past president of the Publicity Club of Chicago. Find her at Soulati.com. JOHN GREGORY OLSON has more than 25 years of B2B marketing experience in both agencies and corporations spanning manufacturing, legal publishing, imaging supplies, healthcare, and nonprofit. John has designed and executed marketing strategies that have generated in excess of $300 million in revenue for 3M, Thomson Reuters and other global businesses. John is a past president of the Midwest Direct Marketing Association. In 2014, John was ranked #52 on Onalytica's list of the top 200 content marketing influencers in the world. John specializes in helping midsized business organizations grow customers and sales with integrated digital marketing strategies. Find John at JGODigital.com.
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Aug 30, 2016

Organic influence is rarely addressed on this whole influencer relations spectrum. Most of the relationships brands have with influencers is all about the paid opportunity.

You know, when a fairly large brand hires influencers to stump for that brand and the influencer gets paid to do so? There has to be a disclaimer for that or else the FTC will breathe down the necks of brands and influencers, too.

That said, P&G launched a huge influencer campaign with mommy bloggers. The brand was touting its new diaper and moms were all over it. Turns out the diaper wasn't working and babies behinds were getting painful rashes. Ouch. P&G turned it up a notch and enlisted support from an entire cadre of mommy bloggers to listen and turn it all around.

That's a good paid influencer story.

What's a good organic influencer story? In this episode of The Heart of Marketing, Jayme Soulati shares her story about becoming an influencer in public relations via development of her personal brand as a blogger. You'll hear about how that happened and the result.

This influencer thing? It's all the rage right now, and in Episode 86, we share some good thoughts about the topic, too. In this episode, we give a shout out to Mark W. Schaefer and his cohost Tom Webster on The Marketing Companion podcast who just realized the fun of audio emojis. John Gregory Olson is the KING of audio emojis and has been doing them for exactly 87 episodes!

When you listen, think of what we say as this:

1. Does my business need a boost with an outside influencer to help share stories about my brand to their customers who may become mine?
2. Do I have a budget to spend on a paid influencer campaign?
3. Can I do organic influence based on my ability to parlay my personal brand throughout a wider net?

If you're stuck with this whole influencer thing, give us a shout. We can help you on the show with some thoughts because 3 heads are better than 1!

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