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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: September, 2015
Sep 28, 2015

He's back! The incredibly talented and smart, Scott Hornstein, of B2P Partners, who shared his expertise in E-029 about the deadness (or not) of direct marketing.

Today, Scott and John Gregory Olson share more about marketing persona based on Scott's in-depth work with voice of customer, a proprietary product and service his agency, B2P Partners delivers.

Whether or not you use persona in your business today is irrelevant. The fact is you need to pinpoint who your customer is and work hard to develop products and services that align with that customer persona.

Scott indicates that the mindshare of marketers today, though, is not on retaining customers (as it should be) but on going after prospects. Marketers need to adjust that focus and redirect to engaging with customers via persona development.

Jayme Soulati offers commentary at the front and back end! Thank you Scott for coming back on the show!

Here's a freebie for our listeners:

The first who leaves a review on iTunes for The Heart Of Marketing and mentions the Scott Hornstein episode in their review will get a hard-cover copy of Scott's book, 'Opt-in Marketing, Increase Sales Exponentially with Consensual Marketing.'

Take a listen! We thank you!

Sep 22, 2015

Digital marketing is all the rage, and everyone wants to create leads for sales and services from websites, landing pages, calls to action, auto responders, and more.

That's part of the master plan for The Heart of Marketing brand (and podcast). We're doing our podcast well, and it can be considered a lead magnet to invite people into our funnel. But, our funnel is non-existent; it's a concept. That's why John Gregory Olson and Jayme Soulati, cohosts, brainstorm in real time on Episode 039 of The Heart Of Marketing on how to create a funnel for one of their offerings (yet to launch live).

We've picked our Blog EMT program. In a message mapping session Jayme did with John, they deduced that John rescues companies from poor marketing--much like an emergency marketing technician. Together the two came up with the blog EMT program and now they want to flesh out concepts for the program and develop a funnel to bring in leads.

This episode is a real-time case study as we look at:

  • funnel creation and the steps one needs throughout a funnel path
  • lead magnets,
  • what could be written to bring people into the funnel, and
  • best resources to help people understand more about digital marketing funnels.

Jayme knows most of all about failure with funnels, and she shares. John is all about the strategic planning aspect of nurturing funnel development. Patience and consistency are two tips in learning the best way of developing a funnel to create a successful online brand.

Resources

  • Amy Porterfielda successful digital marketer with a robust funnel that works
  • Jon Loomer, an advanced Facebook marketing expert with a 72-page e-book as his top-of-the-funnel giveaway
  • Gini Dietrich, creator of Spin Sucks Pro, with her own case study of online marketing
  • LinkedIn Look Up, a new app that allows people inside companies to look  up peers who work at the same company
  • LeadPages, the most popular tool to generate landing pages for funnels
  • Marketing Profs, SEO School
  • Message Mapping ebook, free
Sep 15, 2015

In this episode of The Heart Of Marketing, Jayme Soulati provides a roundup of four of the big and branded email marketing providers. She also shares a bit about why it's important to build a list and send regular communication to the folks who've opted in.

Cohosts John Gregory Olson and Jayme have a master plan, and it also involves selecting an email marketing provider.

Learn a bit more about Mail Chimp, AWeber Email Marketing, Constant Contact, and InfusionSoft. Before you make a selection for either of these or another, be sure you have a strategy that fits your master plan to grow your business.

Before Jayme shares her findings, beware of the first 10 minutes of banter. It's a little longer than most, but it segues nicely into the topic du'jour.

Sep 8, 2015

News of Facebook’s new patent for using friends' credit ratings and other personal data for scoring your credit opens a discussion of the good and bad about collecting social data.

For this episode on The Heart Of Marketing with John Gregory Olson and Jayme Soulati, we went back and forth about where to point the fault finger about credit scoring, Facebook, and online data collection.

Facebook is now as formidable as ever with its new patent on social data relationships to credit scoring. Turns out, Facebook isn't even the first mover in this realm. Other companies like Kabbage, Kreditech, and Lenddo are leaps and bounds ahead.

Did you know you may be denied a small business loan if you rub shoulders with friends who have poor credit ratings? The practice is transparent in Europe, but in the U.S. credit scoring as it relates to your friends' circles may be more front and center with Facebook.

We dive in pretty deeply about the pros and cons and how you can use this to your advantage as a Facebook marketer using target audiences for your campaigns.

Resources

Jon Loomer is an advanced Facebook marketer. Take a look at his #RockHot material.
Mark W. Schaefer wrote a blog post about the shifting sands of Facebook marketing.
CNN Money shares a story about Facebook friends and credit scoring with a variety of the players already in the landscape.

Sep 1, 2015

The Heart Of Marketing is not only a podcast but a nascent brand. John Gregory Olson and I (Jayme Soulati) have big plans. We want to be a place where marketers can come to find content, tips, products, and services.

To get there from where we launched in February 2015, exactly seven months ago with more than 9,000 downloads of our 35 podcast episodes (milestone!), we knew we needed help.

Our virtual startup needed a summer intern, and in this episode we speak with Claire Freier, a Hillsdale College in Michigan junior. She shares her internship experience with The Heart Of Marketing's John Olson, and I jump in at the back of the interview with my thoughts on the experience, too.

Why Hire An Intern
Having an intern is no piece of cake. In fact, it's more like sauerkraut and cake with some sour and sweet all mixed together. We loved having Claire on board; she made us get organized and communicate better. And, we were a true team with weekly meetings and deadlines. And, when all good things came to an end and we sent Claire back to school, John and I shed crocodile tears at our loss.

We made Claire write things she never knew existed. In fact, she's written a chapter for our upcoming book on internships, very much inspired by her being with The Heart Of Marketing virtual startup brand.

Listen in and hear more from Claire; she's one smart cookie with some lemon mixed in.

Contact Us!

Claire Freier can be reached @clairelynn223

Jayme Soulati can be reached @Soulati

John Gregory Olson can be reached @digitaljgo

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