How Digital Marketing Could Be Destroying Your Business with Tom Schwab
Oct 10, 2023
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Tom Schwab, Chief Evangelist Officer and Founder of Interview Valet, discusses how digital marketing can harm your business. They explore misconceptions about marketing and sales, choosing the right online presence, understanding and targeting the right audience, maximizing the impact of podcast interviews, and leveraging other people's platforms for exposure and leads.
Leveraging other people's platforms, such as appearing as a guest on podcasts, can bring exposure and attract new leads, making it a valuable tool for personal branding.
Personal brands should prioritize delivering value to the market before focusing on building a massive platform, and market research and listening to customers' preferences are essential for understanding where the target audience gathers and consuming content.
Deep dives
Leveraging Other People's Platforms for Success
Leveraging other people's platforms can be more valuable than leveraging other people's money. By tapping into established audiences and making guest appearances on podcasts, personal brands can reach a wider audience and gain exposure. Building a solid reputation and establishing relationships with influential people is essential for success. Podcasting can be a powerful tool for personal branding, as it allows hosts and guests to showcase their expertise, connect with listeners, and build relationships. Consistency, quality conversations, and repurposing content are key to improving podcasts. Slowing down, mirroring the pace of the conversation, and listening to the game film (reviewing interviews) help refine interviewing skills and make podcasts more engaging. It is also important to remember that podcasts are a more intimate medium that allows listeners to connect with hosts on a deeper level.
The Significance of Other People's Audiences
Leveraging other people's audiences is crucial, especially for personal brands starting out. Instead of focusing on building a massive platform, collaborating with established influencers and appearing on their platforms can bring exposure and attract new leads. Being a guest on podcasts allows personal brands to reach new audiences and gain credibility. Starting conversations with super consumers, the ideal clients, and listening to their needs ensure that marketing efforts are directed at the right target audience. It is better to have deep conversations with a select number of super consumers than focusing on high volume, low-quality leads.
The Value of Podcasting for Personal Branding
Podcasting is a valuable tool for personal branding as it allows hosts and guests to communicate their ideas, stories, and expertise in a conversational manner. Podcasts provide an intimate medium for showcasing personality and connecting with audiences on a deeper level. They also enable personal brands to repurpose content, reaching different types of consumers who prefer auditory or visual content. Podcasting requires consistency, and podcasters should aim to release episodes at least twice a month or preferably once a week. Slowing down the pace of speaking, mirroring the conversation style, and reviewing interviews can help podcasters improve their interviewing skills and create engaging content.
Optimizing Digital Marketing Strategies for Personal Brands
Personal brands should prioritize delivering value to the market before focusing on building a massive platform. Optimizing for value rather than activity ensures a better return on investment. Leveraging other people's platforms, such as appearing as a guest on podcasts, is often more effective than solely relying on building one's own platform. Personal brands should focus on finding their ideal audience and delivering value to them, rather than trying to be present on every platform. Market research and listening to customers' preferences are essential for understanding where the target audience gathers and consuming content. Personal brands should strive to optimize their marketing strategies by leveraging the power of conversations, leveraging other people's audiences, and prioritizing value delivery over activity.
These days there’s so much pressure for your brand to be everywhere online. But what if digital marketing is actually harming your brand, rather than helping it? Joining us today to unpack this controversial topic is Tom Schwab, Chief Evangelist Officer and Founder of Interview Valet, a podcast interview marketing agency that helps thought leaders drive growth by leveraging select audiences on other platforms. Tom has a wealth of knowledge when it comes to sales and branding, having worked with over 700 leading brands to transform their content. We talk with Tom about the biggest misconceptions people have when it comes to marketing and sales, how to determine where you should be marketing online, and why you should be having quality conversations with your super-consumers. Our conversation also delves into the subject of podcasting, with Tom sharing his biggest tips, like how to go about choosing your guests, and what you can do to grow your audience by leveraging other people’s platforms. If you’re interested in taking your content to the next level and supercharging your marketing, then look no further than today’s conversation with Tom Schwab!
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