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By Bernie Borges | Find and Convert
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Podcast Description
Interviews with marketers covering the intersection of search and social media marketing.
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Social Search Keeping Up With the Wars | Facebook has trumped Google with their Like button. But, one thing Google has that Facebook doesn’t have is search market share. After all, Facebook is a noun and Google is a verb. When you are searching for information online you don’t “Facebook” it you Google it. | 4/22/11 | Free | View In iTunes |
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Digital Presentations Spice Them Up – Get Noticed | As I expand my content strategy I’ve been exploring tools and technologies to use to create and share my content. I’ve been dabbling in YouTube video. And, I’ve been using Slideshare for years to publish my PowerPoint presentations. And, recently I started experimenting with a service called myBrainshark. | 2/8/11 | Free | View In iTunes |
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Marketing Plan 3 Words To Guide Me in 2011 | Leverage | Big | Video: These three words were chosen by Bernie Borges to guide his marketing plan in 2011. Bernie leverages people, content and technology. Bernie's focus in 2011 is on bigger projects that can have bigger outcomes. Bernie's commitment to video in 2011 is for "man on the street" videos ... | 1/9/11 | Free | View In iTunes |
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Content Marketing Why 2011 is the Year | Content vehicles have been around for decades. But, today content creation has become the center of the marketing plan. Custom publishing people used to be tucked away outside of the marketing department just a few years ago. Now, custom publishing is mainstream. Marketers are figuring out their story and telling it through content. | 12/18/10 | Free | View In iTunes |
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Chris Brogan Podcast Interview | Chris started blogging around 1998, when it was known as journaling. He wrote fiction stories and all kinds of stuff including fitness and health topics. He even wrote for a literary magazine while in school. But, Chris always knew that writing was not a lucrative career, so he dad to find a way to combine his passion for writing with business. In his telecom job he was a “translator” between the tech guy and the business guy. | 12/14/10 | Free | View In iTunes |
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Content Rules Interview with Authors | You know the cliché “we’re singing from the same sheet of music!” That’s what this book is for me. Content marketing has arrived. In short, any marketer who doesn’t understand that needs to. Content Rules is a book that will help you understand how to do content marketing. The case studies alone are worth it. I highly recommend you listen to the podcast and that you read Content Rules. | 12/4/10 | Free | View In iTunes |
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LinkedIn 8 Content Marketing Tips | If you’re not signing into LinkedIn several times a week, you’re missing out on networking. If you’re a job seeker you should sign in every day to network and check the job listings. If you are invisible digitally, you don’t exist. LinkedIn gives you a powerful digital presence. You can create meaningful content to tell your story 24/7 on LinkedIn. | 11/2/10 | Free | View In iTunes |
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Inbound Marketing Summit Podcast Interviews 2010 | During the 2010 Inbound Marketing Summit in Foxboro, MA I caught up with seven marketers ranging from entrepreneurs, to authors and industry pundits. These show notes tell only part of the story. Be sure to listen to the podcast to hear the full interviews. | 10/15/10 | Free | View In iTunes |
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Facebook Marketing: Build It and They Will Come (NOT!) | Justin Levy wrote this book from a marketer’s perspective, not from a user’s perspective. He helps marketers understand how to harness the marketing potential of the large population on Facebook, with 500 million and counting. The book offers both high level strategy guidance and fifteen tactical steps to execute a Facebook marketing plan. | 9/12/10 | Free | View In iTunes |
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Social Media Marketing When Is My Underwear Size Disclosed> | Chris has some frank advice for all of us. Privacy settings are meaningless. He says don’t put anything on the Internet you don’t want people to know about. Nothing is private online (including your underwear size if you publish it). There is no such thing as privacy on the web. Chris is also quick to point out the database is your only asset. If you have lot of Twitter followers or friends on Facebook, you don’t own those. | 9/4/10 | Free | View In iTunes |
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Personal Branding Advice from Dan Schawbel | Those of us born before 1985 are digital immigrants. The public Internet as we know it was created during our lifetime. On the other hand, digital natives grew up using the Internet. For digital immigrants, we must figure out which tools work best to build our personal brand. We must be willing to experiment over the span of months. | 8/23/10 | Free | View In iTunes |
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Social Media 14 Risk Factors to Avoid | I recently gave a presentation at Tech Summit that was very well received. Here is a link to my slides for this presentation. Additionally, I recorded a podcast to share it with you. Below are the highlights with more detail covered in the podcast. | 7/17/10 | Free | View In iTunes |
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CoolTech 2010 Internet Technology Summit | I recently attended and spoke at the Internet & Technology Conference, (aka TechSummit) June 22nd and 23rd in Orlando. I managed to connect with nine of the speakers for this podcast. I asked each of the speakers to summarize the key points from their talk. When you listen to the podcast, I'm sure you'll agree that each speaker did a terrific job of sharing their key points very succinctly. | 7/1/10 | Free | View In iTunes |
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TBTF’s Third Annual coolTECH 2010 | I roamed the exhibit floor at coolTECH 2010 where I interviewed several of the entrepreneurs, inventors and existing companies showing off their cool technology. coolTECH is one of three signature annual events hosted by the Tampa Bay Technology Forum, aka TBTF, of which I’m a proud member. | 6/27/10 | Free | View In iTunes |
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Facebook Marketing an Hour a Day | Facebook Marketing an Hour a Day is a practitioner's guide for Facebook marketing. While other books are feature centric (which isn't a bad thing), this book serves as a step-by-step roadmap for marketers. It's written for people who've been given a directive to use Facebook in their marketing strategy. It literally provides a day-by-day roadmap to develop a Facebook marketing plan and how to measure results. | 6/8/10 | Free | View In iTunes |
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Social Media Business Development A Step-by-Step Plan | David focused his plan on building two aspects of a client relationship - professional credibility and social credibility. LinkedIn is the platform to build professional credibility along with his blog. David is not a technology guy. So, when he decided to start blogging, he went to Google and searched "how do I build a blog?" David found Hubpages to build a blog. | 5/29/10 | Free | View In iTunes |
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Social Media Marketing Sarasota Memorial Healthier | The strategic objective set was to create a consumer engagement platform. The hospital does an excellent job of taking care of sick people. It's recognized as one of America's Best Hospitals by U.S. News & World. They set out to transfer that persona to outside of the care environment. They realized that traditional media campaigns were not within budget reach. | 5/14/10 | Free | View In iTunes |
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Florida Aquarium Dives into Social Media Waters | Tom convinced his boss to sponsor a Tweetup at the Florida Aquarium. Normally, free attendance events were limited to media. The Tweetup allowed anyone in the local Twitter community to attend and experience the Aquarium for free. Tom's goal was to create buzz about the Florida Aquarium and have people talk about it on Twitter. | 4/29/10 | Free | View In iTunes |
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Marketing to the Booming Boomer Market | In this special edition podcast interview with Michelle Bauer, Chief Strategist at Common Language, and co producer of the Florida Boomer Lifestyle Conference we discuss the undeniable importance of boomers in the U.S. economy. This year's conference theme is Reinventing Life After 50 and will explore key trends that are shaping baby boomers' reinvention in four major, but intersecting aspects of their lives: personal, professional, physical, and spiritual - and what these trends mean for companies marketing to them. | 3/30/10 | Free | View In iTunes |
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GM Drives with Social Media | In the summer of 2009 GM faced a huge branding challenge. People had not been talking about GM products because of all the attention to their bankruptcy. They decided to invite 100 journalists to show them what’s coming in the product pipe over the next three years. But, wait....Why not give consumers first crack at this tour? | 3/23/10 | Free | View In iTunes |
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Media Heaven on Earth Meets Internet Marketing | Full Sail University has a 30 year track record of delivering education to students who are passionate about working in the entertainment and media industries. Its mission is to stay abreast of changing technology in the entertainment and media industry while staying focused on the students. | 2/24/10 | Free | View In iTunes |
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B2B Buzz Marketing with Paul Dunay | Paul and his colleagues at Avaya defined the mission of all the social marketing to be: Powerful, Authentic, Personal Interaction. They defined several objectives including demonstrating thought leadership, building brand awareness, increasing demand, and producing sales leads. Since Avaya had already started doing many tactics on the social web, the decided to consolidate their strategy across four platforms: The Avaya corporate blog, customer forum, a few TW profiles and the Avaya Facebook Fan page. | 2/5/10 | Free | View In iTunes |
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B2B Content Marketing for SMB Business | B2B marketers must ask themselves, how do their websites perform in searches pertaining to their niche? Many B2B websites are just a "blow-horn" for their products and services with no meaningful calls to action, or limited opportunity to engage (if any). The reality is most B2B prospects want to get to know a business before they call them or fill out a form. | 1/23/10 | Free | View In iTunes |
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Unconventional Marketing by Nadine M Rosin | Nadine never had a budget to market her book. She doesn’t have a warehouse of books to send out for promotion. But, Nadine does have a warehouse full of passion. She started her marketing plan with a 3 minute video, which serves as a trailer about the book which she posted on YouTube. Then, she searched for videos on YouTube for “pet memorial” and found people offering tributes to a pet which had recently died. | 1/5/10 | Free | View In iTunes |
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John Jantsch Duct Tape Marketing a Lesson in Branding | John Jantsch, calls himself a 25 year overnight success. After spending some time with him, I understand his point. John started his own marketing agency about 22 years ago which he started after spending some time working for one. The first few years his agency did typical marketing campaigns for companies. John really enjoys working with small businesses. He realizes their needs ... | 12/19/09 | Free | View In iTunes |
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Psychotherapist a Self Taught Inbound Marketer | As the old saying goes in real estate, Ken has learned that in marketing it's content, content, content. Ken's strategy is to give his best in 3 to 5 minutes. He produces content that delivers on the 3 E's reaching people who are interested in his content. Ken's videos are very authentic and human. For example, during a vacation in Utah he created some video with beautiful scenery. It was totally unscripted, raw video because it was so casual with some good advice from Ken. | 12/2/09 | Free | View In iTunes |
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Linking In to Pay it Forward by Chuck Hester | Chuck Hester has been humbled. He lost everything during the dot com bubble burst. When others helped him and his wife get back on their feet, he began to pay it forward. He has embraced social media as his platform to pay it forward. Chuck is the host of LinkedIn Live Raleigh. This podcast interview gives you a glimpse into his heart of gold. | 11/19/09 | Free | View In iTunes |
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Boston Tweetups Equal Joselin Mane | Joselin Mane consolidated nine calendars of social media events into one. His calendar became the authority on social media events in Boston. He created Boston Tweetups as a way to bring people together and get connected and build relationships. Joselin is a connector and a heck of a nice guy. | 11/15/09 | Free | View In iTunes |
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Interview with Brian Halligan, Co-Author of Inbound Marketing | Brian Halligan, CEO of HubSpot describes his new book Inbound Marketing. He describes how marketing has been the same for 50 years but has changed dramatically in the past 5 years. Marketers who create remarkable content and spread it on the web get found and create customers. | 10/21/09 | Free | View In iTunes |
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A Lesson in Personal Branding: Brent Britton “Attorney 2.0″ | Brent Britton, aka Attorney 2.0 is not the average conservative lawyer. Brent is an intellectual property attorney. Brent's blog, Facebook, Twitter and LinkedIn content allows his personality to show, and his knowledge to flow resulting in new clients. | 10/14/09 | Free | View In iTunes |
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Podcasting for your Business: Interview with Chuck Palm | Chuck Palm is Chief Podcasting Officer at the Internet Podcasting Network (IPN). Chuck helps businesses get set up with podcasting strategies, creates, edits and hosts podcast shows for their clients. Check out the interview with Chuck on podcasting for your business. | 10/3/09 | Free | View In iTunes |
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Epic Change, Cause Marketing on the Social Web | Epic Change is a non-profit that uses Twitter, Facebook, LinkedIn, YouTube and blogging to raise funds and awareness for charitable causes. | 9/26/09 | Free | View In iTunes |
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BatchBlue Software Rides Perfect Storm | Podcast interview with Michelle Riggen Ransom of BatchBlue Software. I wrote a story about BatchBlue in Marketing 2.0 where I tell of their early adoption of social media to help launch their first product, BatchBook. They have a successful blog strategy and Twitter strategy. They also produce webinars, "blue papers," newsletters and presentations, not to mention create content for YouTube and Flickr. Their Small Business Web initiative rocks. | 9/13/09 | Free | View In iTunes |
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Measuring Online Brand Value in Content Marketing | Podcast interview with Andrew Davis of Tipping Point Labs. We discussed measuring online brand value in content marketing using the influence pyramid and Google Insights. B2C and B2B examples provided. | 9/1/09 | Free | View In iTunes |
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Justin Levy New Media Results in Motion | Justin Levy wears two primary professional hats. As GM of Caminito Argentinean Steakhouse he is responsible for marketing the single location restaurant globally with local results. He is also GM of New Marketing Labs where along with Chris Brogan they are putting on the Inbound Marketing Summit in Boston, October 7/8. | 8/23/09 | Free | View In iTunes |
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SEO and Content Marketing | SEO and content marketing are inter-related. To have an effective SEO strategy you must have a strong content marketing strategy. This blog post and podcast provides terrific examples. | 8/8/09 | Free | View In iTunes |
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Marketing Operations 2.0: Interview with Gary Katz | Podcast interview with Gary Katz who authored Marketing Operations 2.0 as a chapter in my book. MO offers marketers a mindset to develop processes to help manage and measure all marketing activities in alignment with the entire organization. | 8/1/09 | Free | View In iTunes |
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Content Marketing, Need I Say More? | Content marketing is one of the pillars of a Marketing 2.0 strategy. Businesses that produce great content build an asset. Buyers want to engage with people and companies by their content, not by their marketing. Great content builds relationships and trust among buyers. Content marketing is a must for long term marketing survival. | 7/20/09 | Free | View In iTunes |
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Marketing 2.0: My New Social Media Marketing Book | This podcast provides an overview of my new book: Marketing 2.0: Bridging the Gap between Seller and Buyer through Social Media Marketing. Marketing 2.0 is a mindset. Sellers must learn to engage buyers the way they want to be engaged. | 7/12/09 | Free | View In iTunes |
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YouTube or MyTube? Video Content Marketing | Video content is a terrific way to strengthen your brand and bridge the gap between sellers and buyers. Branded video content is the most effective way to maintain control over your brand. Have fun with it. Entertain your audience. They'll reward you for it. | 6/19/09 | Free | View In iTunes |
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Podcasting Tips From Master Host Susan Bratton | Podcast Interview with Susan Bratton, CEO of Personal Life Media. As a podcaster, I have long been a fan of a handful of other podcasts that cover the topics that I cover, namely web marketing, new media, online marketing, and all related topics. One of my favorite podcasts is produced by Susan Bratton, called DishyMix, a podcast show where Susan interviews interesting and accomplished guests in and around marketing, advertising and new media. So, I invited Susan to be interviewed for my podcast and she graciously accepted…Boy was it fun! Susan has many attributes I enjoy and I will share them with you in this blog post. But, you should listen to the entire podcast to learn how Susan is making an impact in our economy and how you can too by following her tips. No matter your industry, Susan’s advice can be applied with measurable results. Susan is the co- founder and CEO of Personal Life Media, a media publishing company for people on the leading edge of culture. Susan is a Silicon Valley exec who knows everybody in new media, advertising and anything marketing. Susan is widely adored and recognized as a “super connector” among interesting and influential people in the web 2.0 and new media world. PLM is about helping people change their lives. Susan calls it edutainment. Each one of Susan’s DishyMix podcasts make me a little smarter. She interviews fabulously interesting people. In each of her interviews she seeks to bring her audience “brain science,” personal growth and leadership examples. She brings her guest’s deep expertise to her audience while also about allowing you to get to know each of them as a human being. This combination of professional expertise and human interest makes DishyMix a very engaging podcast show! From 16 to 40 and Counting Susan launched Personal Life Media with 16 shows. Now PLM is comprised of 40 shows and growing. Susan recognized that podcasting is a communication platform that allows anyone who views herself as a publisher of content (an individual or a business), to do just that. Publishers have always produced a profit through paid sponsors, paid advertisers and paid subscribers. That’s exactly how Personal Life Media exists in our eco system. Susan has transferred this economic model to the podcasting medium with success that isn’t slowing down. In addition to the 40 shows PLM is launching a new category called “online information products.” These will comprise ebooks that offer their target audience multiple benefits through a combination of audio lessons, video lessons and text based content. PLM has 15 information products in the hopper! Podcasting as a Business In December 2008 Lee Odden created a list of the top podcasts. DishyMix came in first in social media podcasts and my Find and Convert podcast came in third in the fan voting (Susan referred to it as a bake-off). Susan is quick to point out that podcasting is a medium for marketers to get their message out to a target audience. Susan’s advice to businesses is to consider podcasting when one or more people in their business are comfortable in front a microphone and/or camera and a commitment can be made to producing regular podcast shows. Most businesses have plenty of content which can be re-purposed into a podcast. Interviewing interesting guests is a common approach in any industry. While monetizing podcasts can be achieved through advertising, sponsorships and a subscription model, most often a business can monetize their podcasts by using it as an effective way to communicate to their customers and surrounding community. In short, podcasting is an effective medium to build relationships with your customers and differentiate your business. Susan’s advice on business podcasting includes the suggestion that a podcast can be better than a blog if the podcaster is one who doesn’t like to write but likes to speak. “You must love [...] | 5/26/09 | Free | View In iTunes |
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Connecting to Twitter Followers Through the Mail | Podcast Interview with Steve Tingiris: CEO, Enthusem. Steve Tingiris is a serial entrepreneur currently working on Enthusem which is his third venture. Enthusem is a very interesting play on social media marketing. In fact, it’s a totally different twist on any kind of marketing. Steve’s premise for creating Enthusem is based on a revelation that came to him during his second venture at ProspectSmarter. Steve understands that traditional marketing is about filling the top of the sales funnel to get results through the bottom. Historically, marketers attempt to get their message in front of as many targeted people as possible (the top of the funnel). Usually response rates in the 1, 2 or 3% range would produce respectable results. Steve noticed that even the most creative and compelling marketing campaigns have produced lower and lower response rates in recent years. The problem is (in part) we all get bombarded with so many electronic messages it’s hard for marketers to stand out. Steve believes that, through the phenomenon of social media, it’s not a requirement to get in front of thousands of people any more. The power of social media allows individuals to get the word out for other individuals and businesses. The Enthusem model is based on the premise that anyone can reach anyone with a personal message. Steve created Enthusem to turn the funnel upside down. Rather than marketing to many, Steve believes marketers can create relationships with select individuals met online by creating an offline message sent through a printed postal message. But, it’s not just any printed, postal message. Here’s how Enthusem works. You visit the Enthusem website, sign in and select “send a card.” You can upload your address book or add an address one at a time. Once you’ve identified the person who will receive your card you select an image from the image library for the face of the card, or upload your own. Then, you type a personal message and attach a digital link (optionally). The image on the front of the card is very important. It’s the first step in personalization. The card is mailed in a translucent envelope so the image is visible through the envelope which makes it stand out. For example one of the most popular card images has an image of the Twitter logo and says “Following you on Twitter.” You can upload any image to place on the face of a card. When someone receives your card, if they type the link retrieval code provided in the card, the sender receives an email alert informing you the name of the person who retrieved the digital link you included in your card. Many marketers are getting creative with these links. You can include a link to any digital file including URLs, documents, images and video. When I attend tradeshows, I take photos of people and selectively mail a card to them with an attachment link to their photo. Thinking Outside the “Box” One of Steve’s colleagues at Enthusem, Marc Fors sent a a card to the CEO of Box.net using an image of their board room which he found online. Through a creative personal message in the card, the CEO of Box responded to the digital attachment. A meeting was set up and within 60 days Enthusem inked a deal to offer Box’ 2 million users the ability to send a personal card through Enthusem directly from Box or from LinkedIn which has Box integrated into it. Let’s summarize this…Enthusem sent a piece of postal mail to the CEO of a silicon valley company and within 60 days inked a deal. That “campaign” cost Enthsem $4, plus a round trip ticket to San Francisco to ink the deal. Sweet! At the Inbound Marketing Summit in San Francisco, I showed a sample Enthusem card to Chris Brogan. He was very intrigued by Enthusem’s integration of social networking and postal mail. The following week, Chris called the Enthusem office to learn more about it in response[...] | 5/17/09 | Free | View In iTunes |
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Rick Short is Long on Social Media Marketing Success | This podcast interview is with Rick Short, Marketing Communications Director at Indium Corp. The interview is an excerpt from my forthcoming social media marketing book and covers the history and success of Indium’s social media marketing strategy. Indium is a 75 year old manufacturer of electronics assembly materials. Rick has been there 25 years and has seen many evolutions in marketing during this time at Indium. Rick started at Indium as a tech support specialist. He quickly learned that their customer is extremely educated, passionate and concerned with details. Indium’s experience with social media is about four years old. He emphasizes that social media allows us to be social with people. Indium’s culture has always been about helping people understand how to use their products in relevant ways. Rick needed to help people at Indium understand that the tools in social media are available….No blog communication was strategy needed. This would violate social culture…Rather, they implemented a social media policy. But, they needed to convince the CEO that social media is real in B2B. To do that, Rick used this simple logic. People talk on the phone…People email customers…People send faxes..People speak at conferences…People write in magazines…And, there are no formal policies for these methods of communication. But blogging can live forever! Yes, but, so can the other media…It’s not a reason to inhibit the use of blogging. Blogging is the most prevalent social media platform at Indium. The ultimate goal is to produce face to face contacts and relationships. Blogging is a version of communication that is close to face to face. It advances close contact. You can include video, photos, invite comments, post emails and phone numbers to invite customers to engage in conversations offline. Indium now has 10 blogs with 15 people hosting them. The blogs are comprised of specific market segments to address the needs of these market segments. The bloggers write about the nuances of each market segment. Rick has a very creative way of motivating engineers to blog. He provides inspiration them inspiration. The effectiveness of blogging has proved itself at Indium over the last four years. Blogging has actually replaced some tasks that are no longer good use of time or effective. As results have become self evident the time management and the way you structure staff has also evolved. At the annual attendance of the biggest trade show of the year in North America, Indium’s content was the primary focus. The content is asset which drives sales opportunities. Indium no longer spends a lot of money with big trade show booths. They actually cut trade show spending by 75%. Instead they sent more people to the technical sessions to engage in human conversations. Although trade show attendance was down 30% Indium generated as many leads as in years past! Rick’s mantra: Rick receives content and hands off contacts. The sales team builds the relationships that produces sales. Measuring Results Rick measures traffic, and other traditional web metrics. But the primary metric is how many contacts (leads) he produces for the sales department. Rick’s advice to executives who have not yet implemented a social media marketing strategy. Don’t rush to do it just because others have told you to do it. Your heart must be in it! It’s ok to make some mistakes. Fail forward. Begin at the end. What does your situation look like two years from now? Write it down. Build confidence through education, support, relationships. Cultivate skills. Refresh frequently. Challenge status quo. Are there newer/better tools? Measure results. Be very trasnparent. You’ll get a lot of help and support from others. Be committed. Start small by listening and commit resources to taking some action. Indium also creates videos, both educational and humorous videos. They get to[...] | 4/25/09 | Free | View In iTunes |
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Mike Volpe Podcast Interview on Inbound Marketing | In this podcast, I interviewed Inbound Marketing guru, Mike Volpe, V.P. of Marketing at HubSpot. Below is a summary of the podcast interview. The interview is 28 minutes long and worth every minute (IMHO). Mike has been a marketing geek for about a decade. I can legitimately call him a marketing geek because his background is in investment banking where he did marketing with a very analytical perspective. Mike has transferred his analytical skills to HubSpot, an inbound marketing software system sold primarily to small/medium business. HubSpot is an all in one inbound marketing system that, when used to its full potential helps businesses produce more leads. Find and Convert uses HubSpot for ourselves and for our clients. We implement inbound marketing strategies for clients using HubSpot as a toolset as a one-stop-shop platform to manage all inbound marketing campaigns. The term Inbound Marketing is a relatively new buzzword. It stems from the trend that marketing is transitioning from outbound marketing – broadcasting messages, interruption based tactics hoping that a small percentage respond – to an inbound strategy where you are doing the right things to get found and contacted by prospective customers through good content and relationships on the web. Buyers now have numerous tools they can use to block unwanted outbound marketing tactics such as caller ID (cold calling), spam filters (email blasts), RSS readers (print advertising), TIVO (television advertising). A survey conducted by HubSpot in January called the State of Inbound Marketing, cites several compelling findings including: Inbound marketing channels deliver a dramatically lower cost per sales lead than outbound marketing channels. The study cites a 61% lower cost per sales lead through inbound marketing channels! Blogs lead other social media categories in terms of importance to business. Small businesses are most aggressively allocating lead generation budgets to blogging, social media and search engine optimization. I often ask clients how they buy products/services. The common response I hear is by searching on the Internet and asking their friends/network for recommendations. So, it’s not hard to understand why Inbound Marketing makes sense in contemporary marketing. HubSpot co-sponsored the The Inbound Marketing Summit in 2008 in Cambridge (which I attended). This year New Marketing Labs has launched 3 Inbound Marketing Summit events. Both HubSpot and Find and Convert are sponsors at all three events. The theme of IMS 09 is Turn Strategy Into Action. Mike Volpe wrote the foreword in my forthcoming book: Marketing 2.0. I invited Mike to write it because we are very aligned on inbound marketing strategies. Mike believes that my book will provide a tactical resource to marketers in the “why” of inbound marketing and “how” to do it, for small/medium size businesses (SMB). Of course, I agree. I have observed many SMB CEOs starting to use LinkedIn and Facebook at an accelerated pace. CEOs are saying “I can’t ignore this, I need to be a part of the social media movement.” When I speak to anyone about inbound marketing, I try to answer the question “show me the money.” There is a gap between sellers and buyers. That’s a fact…I talk about how marketers can bridge that gap. Conventional marketing is still relevant to some extent but less so. Relationship building has always been important, but now it’s important online. Inbound marketing strategies allow marketers to start building relationships online long before the prospect can become a customer. A case in point…Mike Volpe and Bernie Borges met online before we ever met in person. When we met in person we already had an online relationship which was strengthened when we met in person. Staying in contact online allows the relationship to continue rather than relying on the traditional, but rare phone call[...] | 4/17/09 | Free | View In iTunes |
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Justin Levy Podcast Interview | Podcast Interview: Justin Levy – General Manager New Marketing Labs, Co-Owner of Caminito Argentinian Steakhouse in Northampton, MA. Justin is also the chief blogger behind the Prime Cuts blog, where he offers advice on how to prepare meals, select wines and he also provides video examples on a variety of culinary topics. I wrote about the Caminito Steakhouse in my forthcoming social media book. Justin uses social media to create community and buzz about the restaurant. When Justin first bought into the restaurant, his best friend and head chef was struggling with the business. It was declining. So, Justin set out to market the restaurant on the web. He first focused on SEO to own the top rankings in Google for desirable keywords like “steakhouse Northampton.” He became very active on Facebook and Twitter and created great results. The restaurant has been growing 20% each month, year over year as a direct result of Justin’s social media marketing efforts. Justin has branded himself, which has a very positive impact on the steakhouse. As he meets people on the social web, and at conferences they visit the restaurant and tell their friends about it. In this podcast, you’ll learn how Justin juggles a busy life between the restaurant and planning three major events called the Inbound Marketing Summit. And, because we ran out of time, we didn’t even discuss New Marketing Labs new Internet TV venture. I guess I’ll have to have Justin back on the show again. Ya think?! New Marketing Labs is Chris Brogan‘s social media agency. NML works with medium and large brands to “move the needle” using new media. The upcoming Inbound Marketing Summit conferences are coming up April 28th and 29th in San Francisco, Dallas May 27th and 28th and Boston September 30th and October 1st. The event theme is turning strategy into action. They’ve lined up speakers who are recognized thought leaders, and sponsors who have products and expertise that implement new media strategies that turn strategy into action. The Inbound Marketing Summit has an impressive speaker list. Speakers include Timothy Ferris, Tim O’Reilly, David Meerman Scott, Chris Brogan, Charlene Li and many others. Find and Convert is one of the sponsors of the Inbound Marketing Summit. I plan to attend each event and will also speak or participate on a panel session. Justin is offering Find and Convert podcast listeners a VIP $200 discount at the Inbound Marketing Summit website. You can connect with Justin Levy on Facebook, Maybe we’ll see you at one of the upcoming Inbound Marketing Summit events… Bernie Borges, aka @berniebay | 4/7/09 | Free | View In iTunes |
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Bruce Almighty: Exemplary Content Marketing | In this podcast I fly solo to provide an interesting story about a house painter named Bruce. Bruce is not the podcast interview type so you’ll have to hear the story from me. In fact, Bruce doesn’t know much about the web. If I talk about “social media marketing” with him, he wouldn’t know what it means. Bruce is a successful house painter located in my Tampa Bay area. He’s been in business about 20 years. He works alone. He does no marketing. None whatsoever. He has a business card and a magnetic sign on the side of his truck with his name and phone number. That’s the extent of his marketing. Bruce’s marketing is a combination of great content and great customer service. So, how does a house painter produce great content? I’ve said before, “let your content be your marketing.” In Bruce’s case, his content is his knowledge of quality painting, his willingness to give clients paint samples, show up on time, be courteous, be reliable, be friendly, exceed expectations and be clean during and after the painting process. The result of all this great content is that his work is outstanding and his 20 year reputation is proof. 100% of Bruce’s painting jobs are from word of mouth. If the phone doesn’t ring, he doesn’t work. And, even in a weak economy Bruce is never without work. When Bruce completes a painting job at a residential or commercial property, he cleans up so meticulously you wouldn’t even know he was there. Bruce has even been flown out of state by affluent homeowners who have learned of his reputation from a satisfied client. What does this have to do with social media marketing? If you follow me (and my contemporary social media evangelists) you’ve heard me say that successful social media marketing is based on two pillars: great content and relationship building. Bruce’s example in an offline world transfers to marketers who are marketing online. Bruce could produce a website displaying photos and video of his painting experience. He could list testimonials of thrilled clients. He could Tweet about his experiences, and share them on Facebook. Sure, he could share that great content online but then he would probably have to hire other painters to keep up with the demand. Bruce is pretty happy working alone, so he won’t do any of these. But, the rest of us can learn from Bruce’s exemplary content and relationship building as we project our brand through our online strategies. Let your content be your marketing. Produce great content, build relationships online and like Bruce, you’ll do just fine.. In this podcast, I also provided an update on my book: Marketing 2.0: Bridging the Gap Between Sellers and Buyers on the Social Web. The book is at the publisher going through the second round of editing. It should be available by the end of June. I will be podcasting chapter summaries soon with my podcasting buddy Chuck Palm (@chuckpalm). Stay tuned on that… I also will soon be interviewing interesting guests on my podcast shows. Some of my upcoming guests include Steve Tingiris, CEO of Enthusem, Justin Levy, General Manager of New Marketing Labs, Mike Volpe, V.P. Inbound Marketing at HubSpot and Susan Bratton, CEO of Personal Life Media and host of the DishyMix podcast show. Other guests include successful marketers whom I wrote about in my book. You’ll hear firsthand their stories about how they are using social media marketing in their business. I hope my solo podcast was interesting and enlightening, if (admittedly) not as entertaining as they are with Chuck Palm. The podcast medium allows us to do whatever we want with little regard for professional studio quality (Chuck Palm notwithstanding). If the content is useful to you, that’s what matters most, even if you have to tolerate a little bit of hissing in the audio. As always, I welcome your feedback, input and suggestio[...] | 4/4/09 | Free | View In iTunes |
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B2B Website Conversion Strategies: Self Service Calls to Actions | B2B buyers have many options when they do their research on the web and therefore, they are harder to convert to leads. Many marketers struggle with how to engage a B2B website visitor. Marketers must look at their website from the customer's point of view. Visit your website as a prospective customer. Ask yourself if your website content and calls to action are engaging for visitors at different stages of their buying cycle. | 3/19/09 | Free | View In iTunes |
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Twitter in Business: It’s for Real! | How can businesses use Twitter in a way that executives can justify having their employees spend time on Twitter? Listen to the podcast above. Below are the show notes. Twitter is a cross between a social networking platform and a micro blogging platform. You create a simple profile, you start following people, some follow you and you have 140 characters to say something about what you’re doing, thinking or planning. People who talk about interesting, meaningful stuff and include links to blogs and articles have a positive affect on their brand. There has been lots of press coverage on Twitter including a Wall Street Journal article titled: “Twitter Goes Mainstream.” In December 2008 HubSpot published the Q4 report on the State of the Twittersphere. Some interesting stats from this report: Twitter is dominated by new users – 70% of Twitter users joined in 2008. 5,000 to 10,000 new accounts are opened every day. 35% of Twitter users have 10 or fewer followers. 9% of Twitter users follow no one at all. There is a strong correlation between the number of people you follow and the number of followers you have. Chuck Palm started following some Twitter celebrities recently. He started following the CEO of Zappos, the well known online shoe store. Chuck searched for blue suede shoes and found a pair that meets his unique feet. Chuck found their customer service was terrific! Zappos has over 400 employees using Twitter. They are very focused on customer service, engaging people on the web and building relationships. When you buy from Zappos you can Tweet what you bought and post it to Facebook. When someone of prominence starts following you on Twitter others notice and your Twitter following starts to grow. A Ford Motor Company promotion: “just drive one.” Scott Monty heads up social media marketing at Ford Motor. He builds relationships on the social web. He communicates what Ford is working on and allows word of mouth on the web to run its natural course. He talks in a conversational way. He informs in a human voice. He educates and he engages people. He once conducted an interview on Twitter between Alan Mulally, Ford’s CEO and consumers. Many famous individuals use Twitter. To name just a few: Lance Armstrong, Governor Schwarzenegger, Demi Moore, Anderson Cooper. Cooper always drops links to stories on CNN. How important is the number of followers? It depends on how important that is to you. Guy Kawasaki once stated that he would be willing to pay $500 per month. He said it’s the best platform to communicate with so many people so easily. Marketing reach like never before! “Show Me The Money!” Who in your company is a good candidate to embrace Twitter to write interesting posts several times per day? Ideally it should be more than one person. Consider a Twitter persona branded by the company, e.g., Apple, Comcast, L.A. Fire Department, Zappos, HubSpot, etc. Individual employees should be Tweeting about anything relevant, not always about yourself or your company. Focus on building great relationships! Breaking Twitter Etiquette The biggest etiquette rule on Twitter is not to view Twitter as a platform for shameless promotion. Some view it as an advertising billboard. It’ NOT! it’s a platform for your human voice to build relationships across a great reach. You can make so many connections on Twitter. Market through relationship building, not shameless promotion. @chuckpalm got a new Twitter background. The gal behind TweetGlitz.com created a new Twitter background for Chuck for free. And, she got a shameless plug from Chuck on this podcast. Not bad! During the holidays of 2008 Dell sold more than $1M through Twitter. People were tweeting about promotions during the holidays, only available to Dell’s Twitter followers. I personally have made several valuable connections on Twitter as I use it for relationship building in my social media m[...] | 2/22/09 | Free | View In iTunes |
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Bernie Borges Interview CEO Lounge Radio Show | I recently dropped by the CEO Lounge (radio show) for a chat with the legendary host, Brent Britton, to discuss my forthcoming book: Marketing 2.0: Bridging the Gap Between Seller and Buyer on the Social Web. To hear the 10 minute interview, click the play button above. A summary of the interview follows… My book is scheduled for publication in June. One of my inspirations for the book comes from one of my favorite books: Get Content: Get Customers, by Joe Pulizzi and Newt Barrett. Their book discusses the importance of creating good content to produce great marketing results. My book is a macro view of social media marketing for business owners and marketing executives to help understand what is social media, why they can’t ignore it and to answer the “show me the money” question. Buyers have filters they can put up to prevent sellers from reaching them. So, now buyers are in control. Sellers have to find new ways to reach their buyers. Marketers should allow their good content to become their marketing and connect with like minded people on the social web and build relationships. Produce good content, find your community and engage them on the social web. Brent Britten embodies marketing 2.0. He produces great content through his writing, the CEO Lounge radio show, speaking engagements, etc. Brent has become a trustworthy source of information on intellectual property law. Buyers talk to each other on the web. Their opinions are very influential in buying decisions. Produce good content about your industry to become a good source of information. Can marketers in any industry use marketing 2.0/social media strategies? There are no known industries where buyers don’t use the web. It doesn’t matter. I’ve written case studies in the book that range from a lawyer (Brent Britton), a real estate agent, to a manufacturing company who makes extensive use of blogs and video led by visionary Rick Short. The tools available to marketers range from blogs, podcasts, social networks, wikis, Twitter. Find one or two tools that you’re comfortable with and focus on using them. What about metrics? More and more analytics tools are coming available for social media. Focus on building relationships and measure the outcome of these relationships. Eventually, you’ll measure revenue but start out measuring the outcome of relationships. Stay tuned for more insights into my book coming in June… Bernie Borges @berniebay | 2/4/09 | Free | View In iTunes |
| Total: 49 Episodes |
Customer Reviews
Web 2.0, Blogging, Podcasting - Oh My!
If you're looking for information on how Web 2.0 technolgies like podcasting, blogging, and social media are changing how your company will be doing marketing, listen to this series. Bernie is an expert in search engine optimization, and has hit all the high points on how you can leverage this emerging trend.
Not bad, but sounds SO rehearsed
Chief Find Officer? come on, let's not be so cheezy-I admit there is so good information and discussions about web marketing in these podcasts, but the presentation is so over the top-nobody talks like this in real life.say what you're going to say but don't over script it-
Great content on web marketing
Bernie brings a lot of good content to the show. The only complaint I have is that the audio quality is very poor at times.
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