5 Key Takeaways for the On-The-Go Marketing Executive: - Everything you put your name on is a business card on some level, especially when it comes to creating content. - Word of mouth is and always has been the best strategy for growth, and brands should develop specific strategies to generate it. - Customer feedback is a gift. It should be studied and incorporated into strategy. - Individual customer feedback stories can be misleading. It's important to study in a quantitative way. - "Answer every customer in every channel every time, do it as quickly as possible, and use empathy." - Jay Baer
Bio: Jay Baer (LinkedIn | Twitter) is the founder and president of Convince & Convert, an analysis and advisory firm that creates digital marketing strategies. Jay is a multi-time founder, a global keynote speaker, and multi-time author. His latest book is called Talk Triggers and it comes highly recommended from the team here at Marketing Trends.
Show Notes: Jay's Background - (1:45) - Jay has a background in journalism and politics. - He happened to get involved with one of Arizona's first internet companies in the early 90's. - Jay's first domain name was free. He sold Budweiser.com to Budweiser for 50 cases of beer. - "Everything you put your name on is a business card on some level." - Jay Baer
Writing Process & Creating Great Content - (11:30) - "Every time I do something, I'm trying to exceed expectations." - Jay Baer - Impactful content marketing takes time and hard work. - "A business book doesn't need to be written unless it answers a question that someone actually has." - Jay Baer - Jay road tests his books as speeches first to see if it resonates with audiences.
Building a Brand - (17:00) - Jay's most recent book was written in response to the observation that most companies do not have a strategy for generating word of mouth and don't know how to create one. - "Word of mouth is and always has been the best strategy to grow any business." - Jay Baer - Jay began to ask "What if you tried to do word of mouth on purpose, rather than on accident?" - About half of word of mouth is generated online, though offline recommendations are slightly more persuasive. - A talk trigger is an antidote to the idea that a competent product will create conversation. You have to engineer moments that people will notice and talk about. - That's the reason Jay has Alpacas on the cover of his most recent book. - Mentioned by Jay: Infographic from Convince & Convert about the difference between alpacas and llamas.
Feedback - (30:00) - "Customer feedback is a gift." - Jay Baer - When you're talking about customer feedback, you need to use data and not stories. - "People are horrible at diagnosing their own problems. That's why we have coaches and therapists." - Ian Faison - "Any organization that doesn't want feedback has some deep-rooted problems." - Jay Baer
Feedback - A third of customer complaints are never answered, and this never makes anyone feel better. - A customer you ignore is a customer you should be prepared to lose. - "It's almost never about the money, it's about being heard." - Jay Baer - For every 100 customers who have a problem, only 5 complain. If you hear a customer complaint, it's almost never an isolated incident. - "Answer every customer in every channel every time, do it as quickly as possible, and use empathy." - Jay Baer - Why does Jay keep doing this? "I want people's businesses to improve. It's an advertisement for what's possible." - Jay's podcasts: The Talk Triggers Podcast , The Social Pros Podcast
Pardot Lightning Round - (47:30) - Current favorite app: Formula 1 App - Favorite one day getaway in Indiana: Museums in downtown Indianapolis - Favorite recent book: Never Lose a Customer Again - Campaign Jay is jealous of: Pete Buttigieg's campaign design toolkit - Most excited about for the future of marketing: Everything is pointing to CX. The fact that it's in the driver seat is really exciting.
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