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Direct Marketing As Strategy, Not Tactic

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ALT="Opt-in Marketing book cover by Scott Hornstein on Soulati.com"Direct marketing could be called dead like so many other things since the disruption in technology, but it’s not. In fact, direct marketing as strategy, not tactic is also smart marketing. That keen statement comes from one of the most influential marketers in integrated today, Scott Hornstein. The reason I know this to be true is due to the fact that Mr. Hornstein is our very first featured guest on The Heart Of Marketing podcast with John Gregory Olson and me. You do remember I launched at podcast in February, right? We’ve taped about 34 episodes already, and it’s tons of fun. Thank goodness John does the editing because, well, just because.

What are your views about direct marketing as strategy? [Read more…]

Should You Hire A Summer Intern?

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ALT="Claire Freier, Summer Intern"

Claire Freier

A summer intern is a keen idea out of the gate, and your business needs to be completely certain the newest hire is not relegated to fetching coffee and filing papers. College students hired on as an intern can be actively involved in a business and contribute a productivity boost. If you start an internship with that foundation and concept, it’s a win-win.

What’s critical for mutual benefit is a well-designed and structured position. An internship based on real experience and tangible projects helps the intern learn and grow. Over time, the intern should be able to positively affect deliverables and results. Ultimately, a student gets experience in a field, and the company benefits from a low- cost and fresh-minded employee.
So, how specifically does a company benefit from hiring a summer intern?
[Read more…]

15 Tips For Business Blogs; Google’s Responsive Deadline

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ALT="Heart Of Marketing Podcast Logo--Soulati"In this episode 016, we share tips for business blogs. This broadcast is probably one of my top five favorite episodes of the Heart Of Marketing podcast. The three others are episodes 10, 11, 12 where we address dead-blog syndrome.

When John Gregory Olson, my co-host, and I cover ground at a fast pace about tips for business blogs, I always get a refresher myself.

Throughout March and April, we’ve been reminding people about the Google deadline on April 21, 2015. In addition to these tips for business blogs, we cover WordPress plugins to help make the deadline easier. Also in this episode, John shares a story about his own website relating to mobile responsiveness.
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Heart Of Marketing E-015: Facebook Ads, YouTube Content ID

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ALT="Heart of Marketing podcast, Soulati Media"There’s no better way to learn than in a fire drill. Of late, Facebook pay-to-play advertising feels just like that — trial by fire. YouTube is adding to the mix with its new beta Content ID program where folks can ding another’s videos if there is suspected stealing.  In this Episode 015 of The Heart Of Marketing podcast, I share my new takeaways from hands on with Facebook, YouTube and Google.

The Facebook advertising is all about selecting the best method for your fan page to get more likes and attention. It takes some testing to determine which ad and how much is best for your company. For my client, Alan’s Collision Center, I have been testing Facebook ads and tossing cash to boosts posts to see what sticks. In this episode you’ll hear me share each of my thoughts on which ad works best for testing and getting the best results. Obviously, the route you select for Facebook ad targeting is case by case and subject to your goals and budget.
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Who Knew Developing Brand Persona Included Bathroom Humor?

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ALT="Heart Of Marketing Podcast Logo--Soulati"I’m jumping the gun and skipping ahead to Episode 007 of The Heart Of Marketing podcast (available for download on iTunes) during which John Gregory Olson and I chuckle our way through potty humor while attempting to be serious about developing brand persona.

OMGosh! This episode brought tears to my eyes, well almost…I was just trying to get you to listen…whence I listened to it to prepare my blog post. I can’t stand not to laugh in these podcasts, otherwise I’d fall asleep!

What is Persona?

Everywhere you look, someone is suggesting that persona development is critical for brands. I dive in to three hot resources in Heidi Cohen, Vincent Messina and Tony Zambito who each know a thing or two about buyer persona versus buyer profile. They’re different!

In public relations circles from where I come, we liked rather to look at target audience as it relates to demographics. Marketers, on the flipside enjoy creating stories about who that buyer is, what they do every day and how they live. I wasn’t a fan, until I was. [Read more…]