With COVID 19 hanging around longer than what anyone expected with no eradication in sight, it’s a mistake to think you should stop marketing for your business. I know how difficult it is to market a product or service that you may not or cannot offer right now.
My business is (was) a commercial financing brokerage. Banks aren’t lending right now due to the “all hands on deck” disaster relief financing efforts to help small businesses survive. Given our resources in lending, we pivoted quickly to stay connected to know how the banks and lenders were receiving (or not receiving) guidance from the Small Business Administration (SBA).
This gave us an opportunity to share information and insight. This provided an opportunity to create and share content. One of the ways to grab people’s attention is to share what you know. How you share that information and insight is through the various platforms available to you. There are different ways to broadcast your message:
- Written word such as emails and blogs
- Audio such as podcasts
- Video such as long-form, short-form or live video.
On March 15th of this year, the tough and undeniable realization was that we were going to have to dramatically pivot how we do business in order to earn an income.
Based on my background in insurance, marketing and financing and my partner’s experience with mortgage banking, financing and marketing, we began strategizing the avenues we could possibly earn income.
One thing we have in common is our love and success with marketing. Ultimately, marketing is the way we can get our brand and our business out to the world.
About a year ago, I stumbled upon a popular podcast hosted by Michael Stelzner of Social Media Examiner. it’s called Social Media Marketing. As I worked in the yard (almost every day), I would get my exercise in, stress out and learn a few lessons along the way.
I put together a list of the six Social Media Marketing podcast episodes in 2019 that stopped me in my tracks. They prompted me to put into immediate action various tips and techniques to make marketing not only more effective but more fun.
There are so many more episodes that this podcast offers depending on your hot button with what you enjoy (or don’t enjoy) with marketing. Maybe it’s advertising strategies on a specific platform. It’s there. Maybe it’s online traffic vs. foot traffic. It’s there.
The six I chose happen to be evergreen so you can hear their stories and apply their suggestions even during a pandemic. Stelzner has over 400 episodes in the Social Media Examiner library. I encourage you to check out the library of episodes to see what catches your eye and rings your ear.
Six of my favorite episodes are;
Narrative Storytelling: How to Weave Stories Into Your Marketing – Ep. 336 with Melissa Cassera of https://melissacassera.com
I listened to this one twice. Everyone loves stories, but some of us may not be good storytellers when it comes to creating content. You will increase the attention of your reader, viewer, listener if you employ solid story structure.
Phrases That Sell: 8 Copywriting Tips – Ep. 337 with Ray Edwards of https://rayedwards.com
This was the first episode I heard Stelzner use the term “solid gold” when it came to preparing us for what would be included in this episode. Ray Edwards has done copywriting for some of the top influencers in the marketplace. You can find this impressive list on his website.
Find the episode here: https://www.socialmediaexaminer.com/phrases-sell-8-copywriting-tips-ray-edwards/
How to Create Long-Form Videos That Sell – Ep. 342 with Daniel Harmon of https://harmonbrothers.com/home
This was fascinating to hear the success of these two brothers in creating videos for companies that no one heard of but had incredible, almost unicorn success with the content they created for their clients.
It’s inspiring to think of the ways you can create video content, if this is a format you feel comfortable engaging. Video is inarguably the most valuable platforms to leverage your “top of mind” factor.
Find the episode here: https://www.socialmediaexaminer.com/how-to-create-long-form-videos-sell-daniel-harmon/
Instagram Stories for Business: How to Create Engaging Stories – Ep. 369 with Alex Beadon of https://www.alexbeadon.com
This episode caused me to break out in a sweat because it was something completely new and I was already overwhelmed with all the new ways I could make marketing more effective.
It was compelling to switch how I was looking at Instagram stories as a viable platform. I hadn’t embraced snapchat or live video person so I didn’t think this platform or method would work for me. Instagram has been soaring in its popularity and effectiveness to build fan and brand loyalty.
Alex made me realize the important of consistency when it comes to showing up for your clients, colleagues and future clients.
How to Create Content That Attracts Customers – Ep. 356 with Melanie Deziel of https://www.storyfuel.co
Melanie used to be a journalist and her experience included training her fellow journalists how to create a framework for content. This was fascinating to learn how far you can stretch and repurpose content from one platform. For example, with one podcast episode, you can then create a blog. From the blog, you can extract “snackables” for social media posts.
Melanie’s book Content Fuel will help ease the pain of what to create (“focus”) and where to publish (“format”).
Magical Words That Sell: How to Build Trust in Your Marketing – Episode 391 with Marcus Sheridan of https://marcussheridan.com
Now, this one was a little extra special for me because I met Marcus Sheridan in Cleveland at an insurance seminar and literally stopped him in HIS TRACKS to take a picture. I didn’t know Marcus then, but it wasn’t the last time I would hear of him and learn from him.
His magical words will help you generate your own magical words for your magical marketing message. He focuses on how your website is likely not appealing to the visitors in the way you think it is.
Find the episode here:
Those are the six that helped me prepare for the biggest pivot of all: The coronavirus lockdown.
As I mentioned, there are over 400 episodes. Please do not mistake my choosing only six episodes as means to dilute the library of informative content that will help you too and keep your readers, viewers and listeners coming back from more.
You can find our musings and madness here:
Stay safe, stay well.