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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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Now displaying: August, 2015
Aug 25, 2015

Are you a novice or established digital marketer? If either, you’ll be familiar with a marketing funnel as a lead generation tool for your business.  There are a variety of tools and techniques to launch a marketing funnel for your digital marketing strategy, and in this episode, John Gregory Olson of JGO Digital explains more about:

•    Auto responders
•    The 5 stages of the funnel featuring Ryan Deiss’s teachings
•    Lead magnets
•    Email marketing

Jayme Soulati, president of Soulati Media, Inc., shares her experiences with HubSpot, the leading inbound marketing platform, as well as the importance of choosing the right email-marketing provider to grow with. And, she's not shy to admit her failures along the way!

At each stage of the discussion, the two weave in ideas and concepts for the various stages of the funnel based on The Heart Of Marketing’s Blog EMT service. As emergency marketing technicians, John and Jayme rescue companies from dead-blog syndrome.

What would a funnel look like for such a service? How can you relate these takeaways to your own digital funnel?

Resources

DigitalMarketer teachings by Ryan Deiss

HubSpot inbound marketing software

Aug 18, 2015

The Heart Of Marketing is a podcast, and it’s also a brand. Jayme Soulati and John Gregory Olson are the co-CEOs (because who cares what our title is?), co-hosts and co-creators of everything The Heart Of Marketing.

The first idea came from the desire to podcast, and it’s all flowing from there in turtle fashion with lots of learning and testing and launching to see what’s sticky.

Starting a Digital Business

We have a grand plan. From years of watching the big guns do the very same thing and from years of seeing all their 6-figure incomes roll in and get shared, John and I want to ditto that.

In this episode 34, we share some In Real Life (IRL for you texticon challenged folks) tips about how we are painstakingly marching forth baby step by baby step with the following plan of action:

1.    Brand the product and create a home for our community
2.    Ideate and publish hot content that drives traffic and solves a business challenge
3.    Align with a web host that is trustworthy, knowledgeable about our business, and not too cheap that we get what we pay for
4.    Develop a robust website with lots of interactive clicks for you
5.    Build a funnel with even more downloads and content and opportunities to learn as you launch your own online marketing endeavor

This episode has a small-business flair because John and I are very small business ourselves; yet we represent and work with mid-tier business to blue-chip corporations on a regular basis.

Let us know if you have any specific questions about your digital marketing journey as it unfolds. We’re right there with you!

Aug 10, 2015

That buzz word. Omni-channel marketing or Multi-channel marketing, whatever your preference. It’s right here in Episode 033 of The Heart Of Marketing podcast with Jayme Soulati (moi) and John Gregory Olson (my illustrious co-host in crime).

Today we explore a treasure bomb by Coca-Cola’s Vitamin Water. Its Project Hustle campaign was brought to light by my kidlet, the ever-curious 13-year-old who is not a target audience of Vitamin Water but who has an i-Phone with data plan. Which means she’s ubiquitous, just like Project Hustle. (The campaign is ended, but you can still get in on the fun.)

Don’t know about it?

You could buy a Vitamin Water bevereage
Read the label complete with deets on Project Hustle
Check the code in the cap
Head to a mobile site and watch videos of your favorite ‘hustler’ aka young entrepreneurs hustling for the big win
Vote for your faves
Help them raise funds ala crowdfunding
Win prizes of your own, and
Repeat

Pretty much everything Coke touches is golden. With its big ideas and equally big budgets, nothing is unattainable. So, how might you create a Coke-esque multi-channel marketing strategy complete with:

Public Relations
Consumer Packaged Goods Labeling
Mobile marketing
Crowdsourcing
Crowdfunding
Cause-related marketing
Videography
America Votes power of engagement and interactivity
Social media marketing

You’d better listen in to find out! And, if you didn’t listen in to Episode 032 on Neuromarketing, during which we also raise the ‘Share a Coke’ campaign, please do. It’s one of my favorite episodes and you don’t want to miss it!

Aug 4, 2015

Marketers love to disrupt some new thingamajig into the next big thing. So, is neuromarketing the newest trend to make marketers crazy about customers’ cognitive decision making, or is it just a crock of B.S.? In fact, what is it?

In episode 32 of The Heart Of Marketing podcast, John Gregory Olson and I, Jayme Soulati, accomplish more banter and ask more questions about the philosophical nature of neuromarketing. Together we jump in and out of this newest trend to dive deeper into the brain waves of customers to determine how, when and why they buy.

Here’s a little secret…I truly consider neuromarketing as a crock; after all, hasn’t marketing been managing customer behavior for decades already?  What do you think?

Throughout this episode, we provide solid examples from The Pepsi Challenge, Chester Cheeto for the Cheeto Eaters (a new fan created by me), Coca Cola’s Share A Coke campaign, and the Zyppah.

I posed to John a question about that bag of chips with new packaging that was too loud. Do you remember? If you recall that brand of chips, drop us a review on iTunes and we’ll send you a book by Scott Hornstein called “Opt-In Marketing, Increase Sales Exponentially with Consensual Marketing.”  Here’s a hint, I wrote a blog post about this a few years ago when the topic was #RockHot!

Does your marketing campaign thrive on the neural aspects of thought, emotion and behavior? Should it?

Get more insight on this nascent field of marketing and listen for more episodes on the topic because we’ve only just begun! And, listen for our next episode on Vitamin Water and Coca Cola!

Resources

Neuromarketing: Pseudoscience no more by Roger Dooley via Forbes

Using positive framing to sell, by Roger Dooley

 

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