Make The Logo Bigger

OpeningToday we are talking about two of my favorite topics - content and agency-client collaborationIntroduction of GuestXenia is the CEO and Co-Founder of Planable, a content review and marketing collaboration platform used by over 4,000 teams at brands like Jaguar Land Rover, Viber, and World Food Program. Prior to launching Planable, at 20 y.o. she built a digital marketing agency and led social for clients such as Coca-Cola.Xenia has been recognized on the Forbes 30 Under 30 list and she spoke on the Innovation Stage at Cannes Lions in 2018. Xenia graduated Tim Draper's startup academy in Silicon Valley and took Planable through the Techstars London accelerator in 2017.Welcome XeniaYou have already had quite the impressive career, at a very young age - tell us a little about that journey...Agency to SoftwareProblem(s) you're trying to solveChallenges and confusion of tracking complex projects, tasks, and people in email threadsCreating high quality relevant content - at scaleOmnichannel marketing is requ

Introduction of guestJust to give you a little background on Trisha...Trisha Winter is a former SaaS CMO who now specializes in creating content for companies looking to amplify their content marketing. Trisha's strength lies in B2B technology marketing and her ability to make the complex simple and relatable for target buyers. You can learn more at her company website: FocusedB2B.com or reach out to her via LinkedIn or Twitter.https://www.linkedin.com/in/trishawinter/https://focusedb2b.com/https://twitter.com/TrishaWinter InterviewWrap upTrisha: Here’s my recent blog post on this topic - feel free to break apart and turn into Q&AWhy Auditing is the Most Important Job of Content Leaders (And How to Do It) Blog PostAs a content lead, you care about the quality of content that your team is releasing to the wild. You likely spend a great deal of your time planning content strategy and brainstorming themes. You make sure that everyone knows their role in the orchestration of the content engine. But is au

Introduction of guestJust to give you a little background on Trisha...Trisha Winter is a former SaaS CMO who now specializes in creating content for companies looking to amplify their content marketing. Trisha's strength lies in B2B technology marketing and her ability to make the complex simple and relatable for target buyers. You can learn more at her company website: FocusedB2B.com or reach out to her via LinkedIn or Twitter.https://www.linkedin.com/in/trishawinter/https://focusedb2b.com/https://twitter.com/TrishaWinter Further Reading:https://focusedb2b.com/2019/06/17/how-to-fix-the-most-common-content-marketing-mistakes/ InterviewWhat types of content, the breakpoint between in-house and outsource, MC’s Top 5 are…No entertainment value or story (speaks to the quality issue)Promotion means more PR than sharingNo partnershipsYou should probably guest post half the timeDiversity of Content to Expand ChannelsMy list of the five most common content marketing mistakes I see and tactical advice f

Joining us today is Colin Campbell, the Director of Marketing at Sales Hacker, the world’s largest B2B sales community. Before Sales Hacker, he ran an Account Service & Strategy team at a marketing agency in Boston.On this episode of Make the Logo Bigger we talk about how you can use content to create an audience of buyers to generate high-quality leads. 

In this episode, we’re discussing why your organization should be embracing the Gig Economy. And to help us guide this discussion our guest today is Trisha Winter, a long time friend of Mike and myself and repeat client of our agency, but she has transitioned from the corporate side to agency side or as she might say, into the gig economy. 

Wordpress theme designers and developers too often take an overly utilitarian perspective in designing and developing websites - form over function. If you stay here, you’ll find yourself unable to charge premium rates for your services and probably facing a lot of frustrated customers that expect their websites to generate revenue. In this talk, I’ll take Wordpress professionals into the mind of the web visitors they should be serving. We’ll discuss some basic, but very powerful UI/UX patterns that consistently get customers dialing phone numbers and filling out web forms.We will walk through very specific design elements, functionality, and the plugins that should be used on every Wordpress website that we build.

Congratulations! You’ve just been promoted or hired to be the new marketing director or CMO of your organization.The excitement of getting the job has worn off, and now you’re starting to get a bit worried.You want to absolutely smash it within your first 3 months as marketing director. You want to come in hot with actionable plans to get great marketing work done as well as plans to network and build relationships in your new position.Easier said than done, though, right? We’re going to make it that much easier for you by going over exactly what you need to do to crush your first 90 days as marketing director.Get the Lay of the LandWhere does the Revenue Happen?What do you have to work with?Find Out What Is and What Isn't WorkingBe QuickAssume They're Doing the Right ThingUnderstand the MarketplaceQuick Wins Make an ImpressionSome Specific TacticsReady for your first 90 days as Marketing Director?

Are you protecting the reputation of your brand and your key leadership? What is Reputation Management?Knowing what people are saying and influencing your perceptions of you brand and leadership for the good.Why Reputation Management SEO is ImportantDefensiveMost people don’t think about their branded searches until it is too lateOffensiveReputation Management SEO StrategiesChanging who ranksChanging rank orderChanging content on ranking pagesChanging Google SERP featuresShift search demandReputation Management SEO TacticsGetting links, with key anchor text, pointing to strategic pages not necessarily all pointing to the home page. Pitching Journalist/Bloggers/EditorsCreating your own content - Medium, Huffington Post, Forbes, Inc., Guest posting - don’t necessarily need to get back linksInfluencing the reviews - TOS Legal - Filing trademark violation - email or letter from an attorney - other legal approaches - DMCA protocols - directly through Google - Protest on pageBranding and influencer m

What does content do?Helps your clientsShows you’re credible, builds brandPre-sells your products and servicesWhat does SEO do?Gets your content in front of prospectsShows you’re a leader in the fieldFends off competitorsPre-sells your products and servicesHow to correctly use them togetherUnderstand how your prospects behave - SEO Keyword Marketplace AnalysisWhat questions do they need to answer - SEO Keyword AnalysisWhat research and business case must they make - SEO Keyword AnalysisWho are your competitors and what are they doing? - SEO Keyword Marketplace AnalysisCreate an editorial strategy that serves your prospects and edges out your competitors - Editorial CalendarCreate and publish content that is SEO and marketplace optimize - Content ProductionPromote your content to your market - Content MarketingIf you can only afford to do one or the other, do it like this1. Get your web platform in order2. Use Wordpress. It will get you 75% there3. Create some basic cornerstone content, informed by SEO4. Post

Welcome to Make the Logo Bigger where we help marketing directors and CMOs stay tuned in on trends and topics that can up their game.This is Bill Rice, I’m the CEO of Kaleidico, a Digital Agency and with me as always is Mike Carroll, the head of Growth at Nutshell a SaaS CRM company.Today, we’re talking about Chatbots and specifically about Chatbots in the context of Lead Generation.What are chatbots?Kind of an extension of live chatLive chat was never really perfect unless you kind of had a “digital” call center of chat reps - waiting, routing, filteringMost of the time it turned into a web form and email captureChatbots now allow for you to create automation logic that somewhat simulates that early navigation assistance that web visitors need and the filtering and qualifying process your sales team needs. The state of lead generation Web forms are the capture mechanismThen we spend a lot of time and energy chasing people down via phone calls and emails to actually have an initial conversation they

SHOW NOTESConversational data more preference richMore actionable dataNavigation fasterCustom apps are deadVoice interfaces have a more personal feelTechnology and users are preparedPhones Smart speakersIoTUnifying platformsFrictionless experience for consumer and salesInherently personalized experienceConversational interfaces convert at a higher rateWill change the way we do designPersonasConversation flows - think script writersAnticipatoryContext cuesPrioritize data and guides to move the conversation alonghttps://kaleidico.com/podcast/episode-20-will-conversational-interfaces-replace-your-website/

At the start of every new year, we get a lot of inquiries for website redesigns. Like many other new year’s resolutions and reboots, this is probably not the most effective approach to getting better results.Show Notes:- Consider objectives and your audience- Church Websites Looking to Increase Visitors- Senior Living Websites Looking to Increase Residents- Analyze your traffic and conversions- Think about your content in terms of playlists- Consolidate, lengthen, and (maybe) diversify your content- Consider every page having a video- Coach your clients- Build your list and monetize more with email- Be present and available for your clientshttps://kaleidico.com/podcast/episode-19-2019-website-strategies-to-grow-traffic-and-leads/

Everyone has a website, but few use it as a primary channel of revenue. In my experience this is often because of two critical blind spots: we don’t know how Internet traffic (i.e., website visitors) really works and we don’t know how to get those visitors to turn into sales leads (i.e., inquire about our products and services). This week we’re going to walk through the nuts and bolts of what I like to call the Lead Traffic Formula.

Sales and marketing, a phase that is used more often than practiced. However, when they are tightly integrated incredible value is unlocked. This week Mike and I talk about strategies to get your marketing team working closer with sales and harvesting some of the easiest revenue in your organization--sales sitting inside of your CRM system.

Is Google getting ready to kick your website and it’s web pages to the bottom of their search index? If your marketing department and website is not thinking mobile-first then this absolutely might be your fate, very soon.

I’ve been in the business of marketing for a couple of decades. I’ve observed and trained a lot of young marketers. Of course, I was also a beginner. We all make mistakes, but here are a few pointers that can help you dodge a few. That’s what we’re going to talk about this week.

The Creative Brief is one of the most powerful weapons and assets of an agency. It’s the way we convey ideas and innovation to our client--sparking their excitement and vision in three pages or less. This week we talk about the Art of the Creative Brief.

Work almost always involves collaborating with people and organizations that have competing priorities and objectives from your own, but you need to create alignment with them to get your own goals accomplished. How do you do this? Empathy.