Afleveringen
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Josh Roush, CEO of Movetic, shares effective social media strategy for food and beverage brands, emphasizing the need to understand a brand’s ethos to connect with consumers authentically. He highlights the role of storytelling, branding, and creating a unique vibe in resonating with target audiences.
Josh explores the benefits of working with niche-specific influencers, collaborating with other brands, and utilizing visual elements to communicate a brand’s message effectively.
A case study with Tractor Beverages illustrates Movetic’s successful Purpose-Infused Mixology Program, showcasing the importance of tailored messaging and engagement for brand positioning and consumer loyalty.
Josh underlines the significance of experimentation and seeking support to develop a strong social media strategy for food and beverage brands.
Want more niche insights on Food and Beverage Marketing?
This episode is Part 8 in a multi-part series on food product marketing. To continue learning on this niche, visit:
Part 1: Marketing to Retailers in the Food Industry with Jean-Marc Demers: https://www.youtube.com/watch?v=nyKL9gHXWMI Part 2: Expert Food Packaging Design with DePersico Creative: https://www.youtube.com/watch?v=zZh-n7YxoW8 Part 3: Retail Promotion for Food and Beverage Products with Angela Rakis: https://youtu.be/oyB_EItdTLY Part 4: Leveraging Influencer Marketing and PR with Bill Southard: https://youtu.be/d2Epmf4sDUU?feature=shared Part 5: Video Storytelling for Brands with Ted Passon: https://www.youtube.com/watch?v=dk0XsBpA3EU Part 6: Scaling a Food Brand: Case Study on Tahini with Amy Zitelman: https://www.youtube.com/watch?v=0GiU7gh3S0s Part 7: Food Product Packaging Design Case Study with Jenn David: https://www.youtube.com/watch?v=ve2YBnaRLCQFull Shownotes for this Episode on Social Media for Food and Beverage Marketing:
• nichemarketingpodcast.com/foodandbeveragemarketing08
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Packaging expert Jenn David Connolly explains how design affects food marketing using case studies like Cooper Street Cookies and Vevan, emphasizing the significance of cohesive branding and innovative design in driving consumer appeal and market growth.
By strategically upgrading packaging elements while maintaining brand recognition, Jenn vividly demonstrates the profound impact of color, font choice, and layout on consumer appeal.
Throughout the discussion, we detail design concepts that elevate the visual presence and shelf impact of the product, showcasing the intricate steps Jenn takes to enhance food branding through innovative packaging design strategies and fostering an emotional connection with consumers.
Want more niche insights on Food and Beverage Marketing?
This episode is Part 7 in a multi-part series on food product marketing. To continue learning on this niche, visit:
• Part 1: Marketing to Retailers in the Food Industry with Jean-Marc Demers: https://www.youtube.com/watch?v=nyKL9gHXWMI
• Part 2: Expert Food Packaging Design with DePersico Creative: https://www.youtube.com/watch?v=zZh-n7YxoW8
• Part 3: Retail Promotion for Food and Beverage Products with Angela Rakis: https://youtu.be/oyB_EItdTLY
• Part 4: Leveraging Influencer Marketing and PR with Bill Southard: https://youtu.be/d2Epmf4sDUU?feature=shared
• Part 5: Video Storytelling for Brands with Ted Passon: https://www.youtube.com/watch?v=dk0XsBpA3EU• Part 6: Scaling a Food Brand: Case Study on Tahini with Amy Zitelman: https://www.youtube.com/watch?v=0GiU7gh3S0s
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Full Shownotes for this Episode on Food Product Packaging Design Case Study with Jenn David of Jenn David Design:
• nichemarketingpodcast.com/foodandbeveragemarketing07
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Zijn er afleveringen die ontbreken?
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Looking to scale a food brand? Amy Zitelman, CEO and Co-founder of Soom Foods, a tahini company, stops by to share Soom's journey from a kitchen startup to a widely distributed product. We focus on innovative marketing strategies, Amazon marketing, rebranding, and navigating the competitive retail landscape.
Amy emphasizes consumer education, versatility of tahini, familial ties to tahini expertise, and strategic partnerships. We delve into establishing relationships with chefs, scaling the business, strategic entry into the grocery sector, leveraging retail channels like Amazon, and adapting to customer preferences.
The discussion also covers leveraging social proof, influencer marketing, new product introductions, content creation, and the significance of consistent promotion.
Amy underscores the importance of perseverance, understanding the target market, and recognizing the value of influencers in building a successful brand in the food and beverage industry.
Want more niche insights on Food and Beverage Marketing?
This episode is Part 6 in a multi-part series on food product marketing. To continue learning on this niche, visit:
• Part 1: Marketing to Retailers in the Food Industry with Jean-Marc Demers: https://www.youtube.com/watch?v=nyKL9gHXWMI
• Part 2: Expert Food Packaging Design with DePersico Creative: https://www.youtube.com/watch?v=zZh-n7YxoW8
• Part 3: Retail Promotion for Food and Beverage Products with Angela Rakis: https://youtu.be/oyB_EItdTLY
• Part 4: Leveraging Influencer Marketing and PR with Bill Southard: https://youtu.be/d2Epmf4sDUU?feature=shared
• Part 5: Video Storytelling for Brands with Ted Passon: https://www.youtube.com/watch?v=dk0XsBpA3EU----
Full Shownotes for this Episode on Scaling a Food Brand with Amy Zitelman of Soom Foods:
• nichemarketingpodcast.com/foodandbeveragemarketing06
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Ted Passon, co-owner of All Ages Productions, shares insights on storytelling in video production, emphasizing the impact of authentic brand narratives and visuals in enhancing a brand's message. Ted highlights the value of bold aesthetic choices and collaboration with artists for compelling content and stresses the importance of thorough preparation and making courageous decisions in creating impactful video content.
The discussion also delves into the significance of meticulous planning, establishing a comfortable setting for subjects, and utilizing unique approaches like the Interrotron for organic camera interactions. The role of food stylists in enhancing product visuals and the importance of sound engineering in eliciting emotions are also explored.
Overall, the episode underscores the significance of attention to detail and customized production elements in crafting a captivating on-screen experience.
Want more niche marketing insights on Food and Beverage Marketing? This episode is Part 5 in a multi-part series.
• Part 1: Marketing to Retailers in the Food Industry with Jean-Marc Demers: https://www.youtube.com/watch?v=nyKL9gHXWMI
• Part 2: Expert Food Packaging Design with DePersico Creative: https://www.youtube.com/watch?v=zZh-n7YxoW8
• Part 3: Retail Promotion for Food and Beverage Products with Angela Rakis: https://youtu.be/oyB_EItdTLY
• Part 4: Leveraging Influencer Marketing and PR with Bill Southard: https://youtu.be/d2Epmf4sDUU?feature=shared
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Full Shownotes for this Episode on Influencer Marketing and Earned Media for Food Brands and Beverage Products with Bill Southard:
• https://nichemarketingpodcast.com/foodandbeveragemarketing05
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What’s the secret to influencer marketing, PR, and getting earned media for food brands and beverage brands? In an exclusive interview with Bill Southard, we look at real examples and specific tactics to leverage micro-influencers, PR campaigns, in-person product sampling, earned media from traditional media sources, and more to grow your food or beverage product.
Want more niche marketing insights on Food and Beverage Marketing? This episode is Part 4 in a multi-part series.
• Part 1: Marketing to Retailers in the Food Industry with Jean-Marc Demers: https://www.youtube.com/watch?v=nyKL9gHXWMI
• Part 2: Expert Food Packaging Design with DePersico Creative: https://www.youtube.com/watch?v=zZh-n7YxoW8
• Part 3: Retail Promotion for Food and Beverage Products with Angela Rakis: https://youtu.be/oyB_EItdTLY
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Full Shownotes for this Episode on Influencer Marketing and Earned Media for Food Brands and Beverage Products with Bill Southard:
• https://nichemarketingpodcast.com/foodandbeveragemarketing04
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How can you (1) get retailers to stock your food and beverage products and (2) market your new food brand to stand out on the shelf? If you’re looking for proven, tactical strategy on retail promotion for food and beverage products, listen now!
Angela Rakis, our guest expert, is a seasoned brand strategist and retail marketing expert. She shares valuable insights on successful brand navigation, niche positioning, and tailored approaches in retail marketing.
Angela emphasizes the significance of packaging, product placement, and consumer psychology and offers practical advice on building relationships with major retailers and leveraging marketing trends like authenticity and sustainability.
Want more niche marketing insights on Food and Beverage Marketing? This episode is Part 3 in a multi-part series.
• Part 1: Marketing to Retailers in the Food Industry with Jean-Marc Demers: https://www.youtube.com/watch?v=nyKL9gHXWMI
• Part 2: Expert Food Packaging Design with DePersico Creative: https://www.youtube.com/watch?v=zZh-n7YxoW8
• Part 4: Influencer Marketing and Earned Media for Food Brands and Beverage Products with Bill Southard: https://www.youtube.com/watch?v=d2Epmf4sDUU
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Full Shownotes for this Episode on Retail Promotion with Angela Rakis:
• https://nichemarketingpodcast.com/foodandbeveragemarketing03
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Does food packaging design really matter? In this episode, we explore the world of packaging in marketing food and beverage products with James and Paul from DePersico Creative.
We discuss on-package messaging, brand positioning, design considerations, getting products on store shelves, and more!Through their expertise and insightful examples, we highlight the importance of effective packaging in capturing consumers' attention and driving product success.
About Host John Bertino and TAG:A decade spent working for marketing agencies was more than enough to know that there are too many bad agencies and not enough objective marketers within them. John launched TAG in 2014 with the mission to provide brands unbiased guidance from seasoned marketing professionals at little or no cost.
TAG advises brands on marketing channel selection, resource allocation, and agency selection to ensure brands invest in the right marketing strategies, with the right expectations, and (ultimately) with the right partners.
TAG represents 200+ well-vetted agencies and consultants across the United States and Europe.
John's professional background and areas of expertise include: Marketing Planning, Earned Media, SEO, Content Marketing, Link Acquisition, Digital PR, Thought Leadership, and B2B Lead Generation.
TAG Testimonials
About Our Guest ExpertsPaul DePersico: CEO/Creative Strategist (a.k.a. The Cruisin’ Chef)
Paul spends every Saturday shopping for innovative new foods. Loves cooking for family & friends to experiment with unique creations.
James DePersico: Vice President (a.k.a. The Wizard of Words)
Passionate about words and believes language to be the most powerful tool humans have. Values clarity of communication in the workplace and life, and strives to achieve it always.
DePersico CreativeDePersico Creative has been leveraging their passion for food and unrivaled creativity to help grow food and beverage brands since 1977.
DePersico Creative elevates and magnifies the unique aspects of their client’s product through compelling package design. Their combination of product positioning, creative linguistics, and strategic color, photography, and font choices help to visually sell their client’s product as the most desirable in its category.
They prove how their expertise and creative strategies positively impact sales through every project, whether it’s for a startup brand or a major player in the food and beverage industry.
----Learn more about Expert Food Packaging Design with DePersico Creative [Food and Beverage Marketing - Part 2]
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Want retailers to stock and sell more of your food products? From seductive packaging to captivating storytelling, discover the secrets of marketing to retailers in the food industry with food and beverage expert Jean-Marc Demers.
Uncover the art of out-of-store engagement, localized advertising, and the power of public relations in this enlightening episode to charm retailers while driving brand success.
Listen now to uncover insider tips (along with host John Bertino) to get space on retail shelves, captivate consumers, and sell more of your consumable products.
More Info on the Host, Guest, and Marketing Advice Shared:Marketing to Retailers in the Food Industry [Food and Beverage Marketing - Part 1]
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99% open rates are unheard of in the digital age--until now! Enter: IgnitePOST. Perfectly time the writing and sending of a handwritten note that personalizes and enhances the buyer's journey. This effective relationship marketing super strategy can be done, at scale, with robots holding ball point pens that can even mimic your own handwriting.
Whether you're a nonprofit looking to thank smaller donors, an ecommerce business trying to surprise and delight, or a subscription service desperately trying to extend LTV and reduce churn--this relationship marketing tool sets you apart from your competition and builds real rapport.
Our "Maverick Marketing" guest today is Arian Radmand, founder of IgnitePOST. Listen to or watch this episode to learn about how to leverage where technology and old-school tried-and-true meet!
Note: This is Part 2 of a multi-part series on Marketing Mavericks!
Learn more about our guest Arian Radmand, our host John Bertino, and more here:
Relationship Marketing for 99% Open Rates with Personalized Handwritten Notes at Scale -
Grow your company’s online presence with the power of SEO and Paid Search in Industrial Marketing. Learn innovative B2B marketing strategies for industrial supply companies, as Justin Smith of Outerbox shares his vast knowledge on specialized keyword research, the intricate dance between SEO and PPC, and the pivotal role of a unique value proposition.
This episode covers:
Overview of what this episode will cover with Justin Smith What is OuterBox and Justin’s role there?
Importance of Search Marketing for Industrial Products (and the essential elements of SEO, including site speed and content quality) Approaches to Keyword Research in SEO Leveraging Paid and Organic Search Marketing Importance of Clear Product Page Communication (the power of niche landing pages in driving quality traffic and conversions) Google's Potential Ban on AI Content Optimizing URL and Content for SearchSearch marketing is increasingly important for industrial companies, especially as a younger, tech-savvy generation of owners are stepping into the ring. Justin sheds light on the unique challenges faced by industrial companies and reveals the strategies his agency uses to tackle these obstacles.
Justin shows how you can make your industrial business thrive in the digital world. Watch the full episode below and on YouTube!
Organic SEO and Paid Search in Industrial Marketing Mastery | Industrial Product Marketing Part 5, Justin Smith
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What if you could harness the power of LinkedIn to supercharge your B2B marketing efforts? Jim Londeree – the COO of Dream Factory, the B2B Content Marketing Agency that's making waves in Orlando, Florida – is on the show to tell us exactly how.
Jim gives us a peek into his treasure trove of LinkedIn marketing strategies from managing warm and cold contacts, to making the best use of groups and ads.
If you're in the industrial manufacturing sector and you've been seeking out effective ways to market your niche products, you're in for a treat. Jim Londeree delves into his rich experience with industrial product marketing, discussing why person-to-person connections, and trade shows, still hold their ground in the digital age. We also discuss crafting compelling emails, and the art of building personal brands, exploring how to balance content, calls to action, and value delivery to nurture existing connections.
We also examine LinkedIn's advertising potential and how you can leverage your existing content to create compelling ads. Jim shares insights into the long-term ROI for B2B marketing and why a focused approach is key when targeting a specialized audience. Lastly, we look at the opportunity to develop thought leadership on LinkedIn, and how small to mid-sized businesses can make the most of the platform.
Key Topics:
• Blending Content Production and B2B Marketing
• Marketing Strategies for Industrial Product Space
• Crafting Emails and Building Personal Brands
• LinkedIn Ads for Targeting Your Audience
• Maximizing Content Marketing & LinkedIn Advertising
• Using LinkedIn for Effective Marketing
• Long-Term ROI for B2B MarketingIt's a packed episode with practical takeaways that are bound to transform your marketing game. Tune in!
Watch the full interview and learn more on YouTube and back at our full shownotes page here:B2B Content Marketing and LinkedIn Advertising | Industrial Product Marketing Part 4, Jim Londeree
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1300% ROI using industrial Account-Based Marketing strategies? Yes! In this eye-opening podcast, expert Thad Kahlow shares invaluable insights and real success stories.
Explore the power of targeted marketing in the manufacturing world, the secrets to engaging potential clients digitally, and hear how 1300% was achieved through an ABM campaign.
Join us in this journey to transform your marketing game and drive growth. Hit play now!
Want more insights on the Industrial Product Marketing vertical?This episode is Part 3 in a multi-part series on Industrial Product Marketing Industry Marketing. To continue learning on this niche, visit:
• Part 1: The ULTIMATE Overview to Industrial Product Marketing: Industrial Supply Marketing with Kelly Olson
• Part 2: Content Marketing Strategy for Boring Industries: Industrial Supply Marketing with Ross Simmonds
• Part 4: coming soon!
• Part 5: coming soon!Core Insights / Episode Highlights:
00:00 - Changing Landscape of Industrial Product Marketing: The industrial product marketing landscape is evolving rapidly due to factors like digital transformation, IoT integration, and shifting buyer behaviors.
02:12 - Shift Towards Account-Based Marketing (ABM): Manufacturers are transitioning from traditional sales-focused approaches to account-based marketing (ABM) and customer-centric strategies. They are recognizing the need to adapt to changing buyer preferences.
04:20 - Importance of Customer Experience: Buyers, including millennials purchasing multi-million dollar equipment, prefer self-service options before engaging with salespeople. A superior customer experience is becoming vital, starting with upper funnel engagement tactics.
07:32 - ABM Approach: The approach to ABM varies based on what is being sold. For higher value products, targeting a few key functions within an organization is more effective, while complex products require a more extensive, verticalized approach.
09:15 - Diversifying Content: Beyond traditional content like blog posts and whitepapers, there's an increasing focus on unique content types tailored to engage specific industries, addressing unique needs.
11:00 - Chat-Based AI's Role in Personalization: Chat-based AI, like Chat GPT, plays a significant role in personalizing the buyer's journey. It enables customized, timely, and accurate responses to buyer inquiries, enhancing the buyer experience.
13:30 - Impact of Chat-Based and AI-Derived Content: Chat-based AI revolutionizes marketing by offering personalized, intent-driven content, improving the velocity of the buyer's journey. The smarter the buyer, the better the relationship and value delivered.
15:45 - Importance of Blogging and SEO: Blogging and SEO remain crucial for top-of-funnel engagement, ensuring manufacturers appear in search results early in the buyer's journey. These strategies provide educational content.
18:00 - Leveraging Chat-Based AI for Content Strategy: Chat-based AI helps identify relevant topics and content preferences based on buyer intent, informing content strategy effectively.
19:30 - Brand Transformation through Content: Content is not just about tactical material; it's about crafting a unique customer experience, which contributes to brand transformation. Brands should focus on what customers think when they think of them.
21:00 - Customer-Centered Branding: Modern branding is about understanding customers and delivering value to them, shifting from merely promoting products to being customer-centered.
24:45 - ABM and Customer Success Integration: Integrating customer success representatives into ABM strategies can be highly successful, emphasizing customer needs and value delivered.
26:18 - Successful Campaign with Customer-Led Approach: A customer-led approach can result in remarkable ROI. The example of a 1300% ROI campaign illustrates the effectiveness of customer-centric marketing.
27:50 - Paid Media Distribution: Paid media channels for industrial product marketing include programmatic advertising, paid search, and LinkedIn. Understanding intent and targeting the right accounts is crucial.
29:45 - Intent-Based Marketing: ABM platforms like Sixth Sense provide insights into buyer intent, allowing marketers to target specific individuals who are actively seeking relevant solutions.
31:20 - Opportunity in Earned Media and Social: Leveraging social media for earned media can help build communities and engage with digitally-savvy buyers, especially in the absence of traditional trade shows and events.
34:00 - Missed Opportunity in Demonstrating Marketing's Impact: Industrial product marketers often miss the opportunity to demonstrate marketing's influence on pipeline, revenue, and retention. There's a need for irrefutable evidence of marketing's role in driving growth.
36:20 - Three C's of Marketing: The three essential elements in marketing are clarity (understanding customers), confidence (proving marketing's impact on revenue), and consistency (delivering efficiency while driving growth).
These insights highlight the transformative shifts in industrial product marketing, emphasizing the importance of customer-centricity, personalization, and the role of technology like AI in shaping the future of the industry.
Take Action Now!• Grab your Guide to Local SEO here – free!
About Host John Bertino and TAG:A decade spent working for marketing agencies was more than enough to know that there are too many bad agencies and not enough objective marketers within them. John launched TAG in 2014 with the mission to provide brands unbiased guidance from seasoned marketing professionals at little or no cost.
TAG advises brands on marketing channel selection, resource allocation, and agency selection to ensure brands invest in the right marketing strategies, with the right expectations, and (ultimately) with the right partners.
TAG represents 200+ well-vetted agencies and consultants across the United States and Europe.
John’s professional background and areas of expertise include: Marketing Planning, Earned Media, SEO, Content Marketing, Link Acquisition, Digital PR, Thought Leadership, and B2B Lead Generation.
To access full shownotes: Account-Based Industrial Product Marketing
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“The world gives you value back when you provide value first,” is a quote from Ross Simmonds in our conversation on industrial product marketing and content marketing strategy for boring industries.
Dive into this episode to explore the art of content marketing for industrial products. Learn how to create, distribute, and elevate your content to reach your audience effectively.
Discover the strategies that industry experts use to forge lasting connections and boost ROI.
Want more niche marketing insights on the Industrial Product Marketing vertical?This episode is Part 2 in a multi-part series on Industrial Product Marketing. To continue learning on this niche, visit:
• Part 1: The ULTIMATE Overview to Industrial Product Marketing: Industrial Supply Marketing with Kelly Olson
• Part 3: Use Account-Based Marketing or FAIL! | Industrial Supply Marketing with Thad Kahlow
• Part 4: coming soon!
• Part 5: coming soon!Episode Insights:
00:00 - Introduction
Introducing the importance of distribution in industrial product marketing and other “boring industries” that are often B2B.01:30 - Content Lifecycle and Distribution
Content should be repurposed and distributed extensively to maximize its value over time.04:49 - Collaboration with Niche Influencers
Collaborating with niche influencers, regardless of their follower count, can be highly beneficial.07:30 - Influencer Marketing Strategies
Building relationships with influencers can lead to unbiased reviews and sponsored content.10:45 - Balancing Personality and Authenticity
Brands in industrial marketing should consider their corporate culture and goals when showing personality.12:26 - Differentiating as an Up-and-Coming Brand
New brands should strive to be innovative, authentic, and personality-driven to stand out.15:43 - Strategic Content Distribution
A well-planned distribution strategy is crucial for content marketing success.18:52 - Leveraging Industry-Specific Newsletters
Collaborate with industry-specific newsletters to share valuable content.21:23 - Building Connections Over Constant Closing
Focus on nurturing relationships and providing value rather than pushing for immediate conversions.23:48 - Recommended Tools - Canva
Canva is an efficient tool for creating visual content, especially for non-designers.26:27 - Recommended Tools - Jasper
Jasper, an AI tool, augments content creation using copywriting frameworks.29:01 - Embracing Content Distribution
Embrace content distribution strategies, as content remains valuable long after publication.30:45 - Distribution Ideas Spreadsheet
Access a distribution ideas spreadsheet on Ross Simmonds' website.32:10 - Building Authentic Connections
Connect authentically with your audience and prioritize relationships.34:25 - Differentiation in Industrial Marketing
Differentiate your brand by being innovative, authentic, and personality-driven.36:00 - Closing Remarks
Recap of key insights and the importance of content distribution in industrial product marketing.Take Action Now!
• Grab your Guide to Local SEO here – free!
• RossSimmonds.com/distropack – get a spreadsheet filled with a hundred distribution techniques you can use
About Host John Bertino and TAG:A decade spent working for marketing agencies was more than enough to know that there are too many bad agencies and not enough objective marketers within them. John launched TAG in 2014 with the mission to provide brands unbiased guidance from seasoned marketing professionals at little or no cost.
TAG advises brands on marketing channel selection, resource allocation, and agency selection to ensure brands invest in the right marketing strategies, with the right expectations, and (ultimately) with the right partners.
TAG represents 200+ well-vetted agencies and consultants across the United States and Europe.
John’s professional background and areas of expertise include: Marketing Planning, Earned Media, SEO, Content Marketing, Link Acquisition, Digital PR, Thought Leadership, and B2B Lead Generation.
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To access full shownotes click here: Industrial Product Marketing Part 2.
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Are you struggling to break into the competitive world of industrial product marketing? Join us as we dive into the secrets of success with Kelly Olson from The Mx Group.
Discover how they transformed a packaging company's brand, navigated the challenges of recruitment in a tight labor market, and even built e-commerce platforms for their clients.
Get ready to learn actionable strategies for brand development, targeted marketing, and customer engagement in the industrial supply sector.
Tune in to this insightful episode to unlock the power of industrial product marketing and propel your brand to new heights. Don't miss it!
Want more niche marketing insights on the Industrial Supply Marketing vertical?This episode is Part 1 in a multi-part series on Industrial Supply Marketing. To continue learning on this niche, visit:
• Part 2: Content Marketing Strategy for Boring Industries: Industrial Supply Marketing with Ross Simmonds
• Part 3: Use Account-Based Marketing or FAIL! | Industrial Supply Marketing with Thad Kahlow
• Part 4: coming soon
• Part 5: coming soonEpisode Insights and Key Takeaways:
1. Importance of Branding: The podcast highlights that branding in the industrial supply space is crucial. It's not just about visual identity but also about defining how a company shows up in the world, what it stands for, and how it differentiates itself.
2. Understanding Buyer Personas: To effectively market industrial products, it's essential to understand the various buyer personas in the industry. This includes decision-makers like procurement agents, health and safety inspectors, and professionals in operations, each with distinct content needs and concerns.
3. Content Strategy: The podcast emphasizes the importance of tailoring content to different audience personas. Content creation should focus on answering their questions, addressing their concerns, and providing solutions to their specific challenges.
4. Account-Based Marketing (ABM): ABM is presented as a strategy rather than just a tool. It involves narrowing targeting to specific accounts and buyers, creating personalized content, and leveraging marketing technology to engage with these accounts effectively.
5. Recruitment Challenges: In today's tight labor market, industrial companies are using marketing to attract talent. Customized marketing campaigns can significantly increase candidate engagement and help address recruitment challenges.
6. E-commerce Platforms: The podcast showcases the growing importance of e-commerce in industrial supply. Companies are building e-commerce platforms to make the buying process more convenient, with features like inventory checks, pricing details, and order tracking.
7. Sustainability as a Selling Point: Sustainability is highlighted as a significant selling point for industrial products, particularly in reducing single-use plastic and advancing environmental goals.
8. Digital Experience: Companies are improving the digital experience for both distributors and end-users. This includes creating user-friendly e-commerce portals and tools to streamline purchasing decisions.
9. Building Stronger Distributor Relationships: By focusing on branding, tailored content, and e-commerce solutions, companies can strengthen their relationships with distributors, creating less friction in the purchasing process.
10. Segmentation and Expansion: Companies should focus on market segmentation to identify potential growth areas within specific verticals or geographic regions, leading to effective market expansion.
These insights provide valuable information for industrial product marketers looking to enhance their strategies and better understand the evolving landscape of the industrial supply industry.
Jump to Topics of Interest to You
0:00 - 00:20 Introductions and setting the stage for John and Kelly to deep dive into marketing for the industrial supply industry
00:20 - 04:55: Understanding Industrial Product Marketing - Delve into the world of industrial product marketing and discover the unique challenges it presents.
04:55 - 13:47: The Power of Branding - Learn how reimagining a brand can create opportunities and make a significant impact in the market.
13:47 - 22:11: Recruitment Strategies in a Tight Labor Market - Explore the innovative campaign that helped attract candidates in a competitive labor market.
22:11 - 28:16: E-Commerce Platforms for Distributors - Uncover the significance of building e-commerce platforms to facilitate convenience and boost distributor relationships.
28:16 - 35:27: Account-Based Marketing Strategies - Understand the importance of account-based marketing (ABM) and how it can be leveraged as a powerful strategy.
35:27 - 22:11: Personalized Content Creation - Dive into the art of crafting personalized content that resonates with target audiences.
31:39 - 32:31: Breaking into New Markets - Gain insights into strategies for penetrating new markets and expanding your business.
32:31 - 33:17: Sustainability and Environmental Impact - Explore the role of sustainability in today's industrial supply market and its potential to drive business growth.
33:17 - 37:23: Recruitment Challenges and Employer Branding - Discover how employer branding can help overcome recruitment challenges and retain top talent.
37:23 - End: The Future of Industrial Product Marketing - Wrap up with thoughts on the evolving landscape of industrial product marketing and the strategies that will shape the future.
Take Action Now!• Grab your Guide to Local SEO here – free!
Tweetables:• Unlock the power of branding in industrial supply - it's more than just a logo; it's about differentiation and value. #IndustrialMarketing
• In the world of account-based marketing (ABM), it's about targeting accounts strategically, not just a digital tool. #ABM #MarketingStrategy
• E-commerce is transforming industrial supply by making the buying process more convenient and less frictional for distributors and end users. #Ecommerce #IndustrialSupply
• Building strong relationships with distributor partners is essential for growth in the industrial supply space. #B2BRelationships #IndustrialGrowth
• Recruitment and retention are becoming key challenges in industrial sectors, and marketing can play a pivotal role in addressing them. #TalentAcquisition #RetentionStrategies
About Host John Bertino and TAG:A decade spent working for marketing agencies was more than enough to know that there are too many bad agencies and not enough objective marketers within them. John launched TAG in 2014 with the mission to provide brands unbiased guidance from seasoned marketing professionals at little or no cost.
TAG advises brands on marketing channel selection, resource allocation, and agency selection to ensure brands invest in the right marketing strategies, with the right expectations, and (ultimately) with the right partners.
TAG represents 200+ well-vetted agencies and consultants across the United States and Europe.
John’s professional background and areas of expertise include: Marketing Planning, Earned Media, SEO, Content Marketing, Link Acquisition, Digital PR, Thought Leadership, and B2B Lead Generation.
TAG Testimonials
Guest: Kelly OlsonKelly Olson leads The Mx Group’s strategy team, designing innovative processes and frameworks that guide clients to impactful results. For over 15 years, she has directed successful, award-winning campaigns for clients in the hospitality, automotive, medical and industrial sectors. She is accomplished in the areas of B2B brand messaging, creative strategy, demand generation, lead management and sales enablement. Kelly is a graduate of Concordia College in Moorhead, Minnesota, and holds a B.A. in business and communications.
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To access full shownotes click here: Industrial Product Marketing Part 1.
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Unlock the future of marketing training with Clear Digital Labs! Journey through the world of apprentices-turned-marketing-aces. Discover how mentors guide entry-level marketers to success, earning digital certifications and real-world experience. Listen now and transform your brand or career with this groundbreaking approach.
Want to learn more?
This episode is a unique bonus episode in between Season 1: Mortgage Marketing and the upcoming Season 2: Industrial Supply Marketing.
A Few Highlights on Marketing Apprenticeships and More: 00:00 Introduction to Clear Digital Labs and its mission to shape the future of marketing training with apprenticeships 01:21 The Journey of Founder: Explore how Brandon Church's career evolution led to the creation of Clear Digital Labs, driven by a desire to give back and empower the next generation of marketers. 04:26 Apprenticeships vs. Internships: Uncover the distinctive aspects that set apprenticeships apart from internships and why they hold immense potential for both businesses and aspiring marketers. 06:53 Mentors and Nurturing Marketing Talent: Learn how mentors play a pivotal role, guiding marketing apprentices through tailored strategies, career growth, and skill development. 10:03 Diverse Marketing Specializations: Discover the array of marketing specializations covered in the program, from search engine optimization to social media, providing a comprehensive learning experience. 11:38 Apprenticeship Selection Criteria: Gain insights into the careful assessment process for apprentices, considering personality traits, work ethic, and passion for marketing. 13:31 Benefits of Marketing Apprentices for Businesses: Explore the cost-effective advantage for businesses, from both in-state and out-of-state, to access skilled and trained marketing apprentices, alleviating the financial burden of traditional agency retainer costs. 15:57 Marketing Success Stories: From Intern to Full-Time: Hear inspiring success stories, including a recent graduate's journey from internship to full-time employment, highlighting the transformative impact of Clear Digital Labs. 19:11 Small Business Leverage of Apprenticeships: Delve into how even small businesses can harness Clear Digital Labs to get comprehensive marketing support, as seen through a case study of a surgical procedures company. 22:23 Engaging Opportunity for Mentors and Businesses: Wrap up with an invitation for businesses to join the program, seek marketing talent, and for potential mentors to share their expertise, ensuring the continuous growth and success of the marketing industry. Tweetables: Transform your business with skilled marketing apprentices, saving costs while nurturing fresh talent. 🚀 #MarketingApprenticeships From intern to full-time: Discover how Clear Digital Labs shapes marketing careers, fostering growth and success stories. 🌟 #CareerGrowth Bridge the gap between classroom and career: Clear Digital Labs' apprenticeships provide hands-on marketing experience like no other. 🎓 #HandsOnLearning Unlock affordable marketing expertise: Small businesses to large enterprises, Clear Digital Labs offers a cost-effective solution. 💼 #MarketingSolutions Empower the future of marketing with mentorship-based apprenticeships, a game-changer for businesses an About Host John Bertino and TAG:A decade spent working for marketing agencies was more than enough to know that there are too many bad agencies and not enough objective marketers within them. John launched TAG in 2014 with the mission to provide brands unbiased guidance from seasoned marketing professionals at little or no cost.
TAG advises brands on marketing channel selection, resource allocation, and agency selection to ensure brands invest in the right marketing strategies, with the right expectations, and (ultimately) with the right partners.
TAG represents 200+ well-vetted agencies and consultants across the United States and Europe.
John’s professional background and areas of expertise include: Marketing Planning, Earned Media, SEO, Content Marketing, Link Acquisition, Digital PR, Thought Leadership, and B2B Lead Generation.
TAG Testimonials
About Guest Expert: Brandon ChurchPresident of Clear Digital Labs, Brand is all about "innovating career pathways for aspiring digital marketers."
About Guest's Company:Embark on the ultimate Digital Marketing Apprenticeship journey with Clear Digital Labs. Equipping aspiring marketers with cutting-edge skills, our program covers everything from social media to A/B testing. Benefit from industry-tailored learning and mentorship to shine in the job market. Reach out to Clear Digital Labs for a top-tier apprenticeship experience.
Learn More:How to Hire a Marketing Apprentice: Bonus Episode
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Ever wondered how to skyrocket your mortgage marketing game? Picture this: transforming from a loan officer to a marketing virtuoso, forging a captivating personal brand that commands attention and drives success.
In this exhilarating episode of the Niche Marketing Podcast, get ready to unravel the secrets of building an irresistible personal brand and harnessing the power of social media. Join Marissa Carey, the visionary marketing guru, as she shares her remarkable journey from the fashion world to revolutionizing the real estate industry.
Curious to know how Marissa empowers real estate agents to dominate the digital landscape? From captivating photo shoots to mesmerizing videography, discover her cutting-edge approach that propels agents to new heights.
But wait, there's more! How do you forge genuine connections and stand out amidst the noise? Unleash the power of authenticity on camera, master networking strategies, and unveil the art of personal branding.
Want more niche marketing insights on the mortgage vertical?This episode is Part 4 in a multi-part series on Mortgage Industry Marketing.
• 001: Mortgage Marketing Expert Reveals Secrets to Generating Leads from Email and Social Media – Mortgage Industry Marketing Part 1, Erina Johnson
• 002: Unveiling an Expert’s Mortgage Lead Gen Strategies: Co-Registration, Ads, and More – Mortgage Industry Marketing Part 2, Nate Broughton
• 003: Content Marketing Strategies for Building Trust and Authority as a Mortgage Lender: Mortgage Industry Marketing Part 3, Jeff Kuns
Episode Highlights:• 01:23-04:15: Marissa Carey's transition from the fashion industry to mortgage lending.
• 04:15-07:56: The significance of personal branding in the mortgage industry.
• 07:56-09:52: Leveraging social media to expand networks and attract referrals.
• 09:52-12:46: Assisting real estate agents with their social media presence.
• 12:46-14:57: Strategies for effective direct messaging and building relationships.
• 14:57-16:33: Prioritizing time and resources to maximize productivity.
• 16:33-18:54: Media training and coaching for loan officers on camera.
• 18:54-21:41: Overcoming imposter syndrome and being authentic in marketing.
• 21:41-25:03: The power of a genuine smile and building rapport.
• 25:03-End: Developing personal brands through consistent branding and storytelling.
Take Action Now!• Grab your Guide to Local SEO here – free!
Tweetables:• Building a personal brand is not just about posting real estate content. People want to work with those they like and can relate to. #PersonalBranding #Authenticity
• Face it till you make it. Step out of your comfort zone, be willing to grow, and do things that will benefit you and your clients. #GrowthMindset #Success
• Your brand is everything. It's your name, your reputation, and how people perceive you. Build a personal brand that stands out and resonates with your audience. #BrandIdentity #Reputation
• Networking is crucial for building a personal brand. Be authentic, share personal stories, and connect with others on a personal level. It's all about developing relationships. #Networking #RelationshipBuilding
• Post about personal interests, hobbies, and everyday moments. Show your human side. People want to work with real people, not just a business. #BeHuman #PersonalConnection
Learn more about Personal Branding In Mortgage Marketing here
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Are you a marketer working with smaller, more regional players in the mortgage industry? Then this episode is for you!
Jeff Kuns, our featured guest today, was born and raised in Southern California but ended up moving to Northern California in his 20s where he discovered his talent for voice acting. He was the voice of the first snowboarding video game for Sony PlayStation called Cool Borders. Eventually, Jeff decided to move into the mortgage business and spent 14 years in origination.
However, after the crash in 2010, Jeff decided it was time for a change and pursued his interest in copywriting and marketing. He worked for two different software as a service companies, one focused on helping loan officers market to customers and the other doing the same thing for insurance agents. In 2019, Jeff found his way to Finance Studio and is now a business development manager there, back in Los Angeles where he started.
A Few Highlights Include:1. Breaking down the hierarchy of the mortgage industry:
• Lenders are financial institutions that offer and underwrite home loans.
• Brokers or loan agents/officers work with multiple lenders and arrange loans based on borrower qualifications and loan type.
• Loan officers can work for brokers, subsidiaries, or lenders directly.
• Credit requirements vary between lenders and some offer specific loan types like construction loans.
• Realtors often refer to all players in the space as "lenders."2. The mortgage industry presents unique challenges for building awareness and getting your name out there.
3. Smaller, regional players are trying to compete with big banks and lending companies, which is a unique challenge.
4. During refinance markets with low-interest rates, many new institutions pop up and saturate the market with new loan officers that tend to confuse borrowers.
5. The purchase market is still a rate-based, commoditized product game.
6. Bigger players like Quicken Loans and banks with advertising dollars pose significant challenges to smaller loan brokerages.
7. Loans on properties with acreage, duplexes, multi-units, septic systems, new construction, or bank-owned properties can create problems for larger institutional or online lenders.
8. Local brokers are the biggest competition for institutional and online lenders because of their local presence and connections with CPAs and financial advisors.
9. Local reps have more advertising money behind them from bigger lenders, creating an imbalance in advertising power.
10. Use of imagery can differentiate a brand. Use a consistent brand hero or local photography as ways to convey authenticity.
11. There is a missed opportunity for lending institutions to form long-term relationships with clients during large financial transactions, where trust is crucial.
12. The distribution is the less talked-about aspect of content marketing.
13. Email marketing has a great ROI because it's free to send an email, and it's still a great strategy.
14. Direct mail can also be an effective marketing tactic, especially for local and smaller shops.
15. Mortgage brokers and lenders have access to a lot of information that they can use to create personalized marketing materials, including software programs and AI.
16. An effective strategy is the annual review, which is a technique borrowed from financial advisors where they reach out to their clients once a year to discuss their mortgage, provide any updates or information about their loan, and offer any assistance or advice needed. It's a way for the mortgage professional to stay in touch with their clients and provide ongoing value, which can lead to repeat business and referrals.
17. When is it appropriate and advisable to use industry jargon? Jeff explains!
Guest:Jeff Kuns is the Business Development Manager at Finance Studio. As an experienced content marketing and business development consultant in a range of verticals, he helps financial marketers develop and execute content marketing and communication strategies that move the sales curve.
Guest’s Company:Finance Studio believes that although the financial services industry can be complicated, marketing need not be. They provide customized digital, content, and design projects for each brand, regardless of its size or budget. While the team has experience with some of the most reputable finance brands, they understand that what works for one may not work for another.
Finance Studio's goal is to provide an affordable creative solution that enables businesses of all sizes to establish, grow, or refresh their brand in a flexible manner.
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Learn More and Watch Episode 003 in Video Form:Show notes for: Building Brands, Content, and Relationships in the Mortgage Industry: Mortgage Industry Marketing Part 3 with Jeff Kuns
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The mortgage industry and related verticals are competitive spaces. Do you know which marketing tactics to adopt and which to avoid?
Listen to today’s episode with guest Nate Broughton who has a long history in the mortgage industry, starting over 20 years ago in the "wild west days of internet marketing." Nate began by creating websites for loan types that he didn't even understand, and eventually grew his business into one of the largest private companies in Missouri.
Nate has since moved to San Diego and expanded into other lead generation verticals, such as insurance and attorney lead generation, but still maintains a close relationship with the mortgage industry.
A Few Highlights Include:
1. The digital mortgage lead generation companies, such as Lending Tree, Bankrate, MRC, and Go Banking Rates, are the top-tier providers that offer leads to mortgage brokers or banks.
2. The best providers come with strong brand names, trust symbols, and association memberships, building legitimacy and reliability.
3. The quality of leads from different providers varies, so mortgage brokers must evaluate and position themselves to handle incoming leads.
4. Did you know you can sell mortgage leads to companies that specialize in selling mortgage leads?
5. Sick of paying vendors? Generate your own leads with the right tech, marketing stack, CRM, and content-optimized website.
6. For paid traffic, Facebook remains the go-to platform for mortgage lead generation.
7. What are the most important ingredients for lead generation? Know-how, patience, and a budget.
8. Co-registration, an older internet strategy, offers potential in mortgage lead generation, getting on the back end of flows where finding a new home signals potential financing interest. (In finance, companies like MarketBeat or Motley Fool offer co-registration for emerging stocks, crypto, or NFTs.)
9. Create microsites or landing pages targeting specific niches such as relocation, military, construction flips, or biotech to reach your ideal customers.
10. Boost your organic search by providing valuable content such as a relocation guide to your area, improving your search rankings, and expanding your customer base.
Guest:
Nate Broughton, Vice President of Permanent Equity, is a seasoned entrepreneur and acquisition specialist with a strong focus on digital marketing. He has a proven track record of building and selling successful startups, including a ticket sales platform that achieved $22 million in sales before being acquired. After his success as a founder, Nate moved on to source acquisitions for private equity firms in North America. Currently, he is always on the lookout for companies and business owners who might be interested in joining the Permanent Equity family.
Guest’s Company:
Permanent Equity invests with no intention of selling in family-held companies headquartered in North America. With 12 portfolio companies and a current capital base in excess of $300 million, the firm seeks opportunities to invest in and partner in closely held companies with durable value propositions. The firm's current portfolio includes companies in aerospace, niche construction, manufacturing & distribution, consumer products, ad tech, recruitment, and niche professional services.
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Learn More and Watch Episode 002 in Video Form:Show Notes for: Advanced Lead Generation Strategies, Paid Ads, Co-Registration, and Organic Search: Mortgage Industry Marketing Part 2 with Nate Broughton
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From freelance copywriter to mortgage banker, Erina Johnson has a unique story that has given her a competitive edge in the world of marketing.
In this episode, join host John Bertino as he sits down with Erina to explore the fascinating journey that led her to become an expert in the mortgage industry. Hear about Erina's experience as a processor before transitioning to full-time marketing and how her hands-on knowledge has made her an even more successful marketer.
Discover the most important elements of marketing and lead generation in the mortgage industry, with a particular focus on effective email marketing and social media. Don't miss out on the valuable insights and strategies that Erina shares!
A Few Highlights Include:
1. The mortgage industry needs to demystify the product to make it more understandable to consumers, who usually trust someone else to handle the paperwork and do not consider themselves experts.
2. The three key audiences in the mortgage industry are referral partners (realtors, real estate attorneys, insurance agents, financial advisors, and contractors), closed clients, and prospects.
3. The most valuable player in the mortgage industry are referral partners, who have clients with high commission potential due to the large amounts of business they generate.
4. Mortgage bankers serve as a resourceful intermediary between large, completely online lenders and local banks, taking advantage of the best of both worlds.
5. A qualified lead in the mortgage industry is someone who seriously plans to buy a home in the next one to two years. Although credit score and financials play a role in determining whether a lead is of high quality, it ultimately depends on the amount of time and guidance it takes for the lead to become a buyer.
6. Understanding the right marketing channels is crucial for marketers. There is no clear-cut approach, but rather a spectrum of channels that work to varying degrees in different situations.
7. Email marketing is essential for referral partners, who are professionals that come into contact with mortgage bankers or brokers that want their business.
- Email marketing is done for mortgage bankers under their personal brand and sent out to their own lists.
- By providing these partners with valuable information every week, they are more likely to reciprocate the relationship by referring leads to the business
- The Friday Realtor email, in particular, has been very effective in getting realtors to engage with the business. It covers a range of topics, including economic announcements, common questions that clients might ask during holiday periods, and any new products the mortgage company is releasing.
8. Social media and print are also important components of the marketing mix.
9. Social media is crucial for staying top of mind, especially for individual mortgage bankers who get a lot of their leads from friends and family.
10. Social media is not necessarily for getting direct leads, but for creating multiple touch points with potential clients.
11. The three key things that mortgage bankers should communicate on social media are ease and convenience, interest rates, and qualification requirements.
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The Niche Marketing Podcast (NMP) is a new show by The Agency Guide (TAG) that aims to offer a unique angle on marketing by interviewing marketers with exceptional insights into specific industries. The host, John Bertino, founded TAG and is joined by Laura Petersen, the Director of Content, for this introductory episode.
The podcast is dedicated to providing in-depth discussions on specific strategies for niche marketing, rather than just surface-level tactics. It is aimed at entrepreneurs, brand-side marketers, and agency personnel looking to improve their marketing strategies in specific niches.
Listeners can expect insightful interviews with industry leaders covering a range of topics including SEO, PPC, social media marketing, content marketing, email marketing, mobile marketing, analytics, CRO, influencer marketing, branding, digital advertising, CRM, UX, e-commerce, video marketing, AI, chatbots, voice search optimization, and more.
The Niche Marketing Podcast offers detailed conversations that provide listeners with specific tactics and understanding that they may not get elsewhere. Whether you're an experienced marketer or just starting out, the podcast is a valuable source of insights and inspiration. Tune in and start learning today!
About TAG:
1. The Agency Guide is a unique marketing consultancy that matches brands with marketing agencies that are a good fit for them, with the help of experienced consultants.
2. TAG represents roughly 200 marketing agencies, allowing them to create the best possible matches between brands and the agencies they represent.
3. TAG provides unbiased guidance to brands, without any specific motive attached to it, as they are not paid directly by the brands they represent.
About John:
1. The founder of TAG, who has over a decade of experience working for marketing agencies, saw a need for an entity that could provide authentic and unbiased guidance to brands.
2. One of the problems the founder of TAG saw in the industry was biased recommendations based on what an agency specializes in, rather than what is best for the brand, which led him to launch TAG.
3. John Bertino has been teaching marketing for over a decade through SCORE and at universities such as the University of San Diego and Drexel University.
4. John Bertino began his career in the music industry at EMI, working on projects such as the launch of the Gorillas and 30 Seconds to Mars' second album.
5. TAG, John Bertino's current company, has worked with both large and small brands, including Jenny Craig, HostGator, and Qualcomm, but the maximum value of their process is to smaller, more confused brands with revenue ranging from about one million to 25-50 million.
Best Marketing Advice Right Now:
1. Topic modeling is an underutilized tactic in marketing that can be a game changer for SEO and content marketing efforts.
2. By breaking down a topic into subcategories and prioritizing the degree of depth for each area, marketers can create valuable content that is useful to users and search engines alike.
3. Chat GPT, a language model developed by OpenAI, is a tool that leverages topic modeling technology to quickly generate content on any given subject.
4. Marketers can use Chat GPT to fill in gaps in their SEO strategy and expedite their content creation process.
5. Understanding and utilizing topic modeling can be the secret sauce to success in niche marketing podcasts and other marketing efforts.
About John Bertino and TAG:A decade spent working for marketing agencies was more than enough to know that there are too many bad agencies and not enough objective marketers within them. John launched TAG in 2014 with the mission to provide brands unbiased guidance from seasoned marketing professionals at little or no cost.
TAG advises brands on marketing channel selection, resource allocation, and agency selection to ensure brands invest in the right marketing strategies, with the right expectations, and (ultimately) with the right partners.
TAG represents 200+ well-vetted agencies and consultants across the United States and Europe.
John’s professional background and areas of expertise include: Marketing Planning, Earned Media, SEO, Content Marketing, Link Acquisition, Digital PR, Thought Leadership, and B2B Lead Generation.
TAG Testimonials
About Laura Petersen:Laura leads the content team at TAG. You can learn more about Laura and her business experience here.
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Learn More and Watch Episode 000 in Video Form:Show Notes for: Introduction to the Niche Marketing Podcast with John Bertino and Guest Co-Host Laura Petersen
