Your Digital Marketing Coach with Neal Schaffer

67 percent of B2B buyers no longer prefer to interact with sales representatives when making purchasing decisions. Gathering information online is now the hallmark of the buying process.This is great background for today's interview with Steven Mark Kahan, author of High Velocity Digital Marketing, who has successfully helped grow seven startup companies from early stage to going public or being sold, resulting in $5 billion in shareholder value. Based on his recent $1.4 billion dollar exit with cybersecurity firm, Thycotic, he will share the inside secrets of how to build a sales and marketing strategy that delivers breakthrough revenue growth –in brutally competitive markets, including:•The modern digital marketing strategies he recommends to his clients  - that any company can replicate•Easy-to-implement strategies for getting found online, providing the most critical information, and getting buyers to purchase—fast. While the interview is focused on B2B, the advice is equally applicable to B2C, so make sure you tune in!Key Highlights[02:02] Introduction of Podcast Guest, Steven Mark Kahan[04:03] Steven's Journey to Digital Marketing[05:11] Why Steven Wrote High-Velocity Digital Marketing[07:08] The Importance of the Foundations of Digital Marketing[10:01] Ask the Right Questions![14:06] Strengthening Your Digital Marketing Foundation[18:03] 3 Ways Steven Convince Brands to Invest in Content that Fill In Gaps[22:27] The Analogy of How People Buy Today[24:43] High-Velocity Tips from Steven [28:32] Think About Velocity![31:36] Final Thoughts[32:42] Connect With StevenNotable QuotesCertainly the way in which people buy today is they buy based on the research they do online. So if you're going to market today, digital is the way you have to go.Beyond just not talking to customers enough, it's really defining who your ideal target buyer is in detail, such that you're able to effectively target your digital programs to them. And then, of course, it's understanding the full context of their world.What are these buyers that you're targeting digitally, they're not looking really for how creative or clever your marketing department is, what they're looking for, is to work with companies that understand them, that empathize with them.A lot of it then comes to how you utilize that information to create your value proposition to ensure that it is differentiated, that you're able to communicate that unique value perfectly to that target buyer.It was really how you use that information to incorporate it within your messaging, and then how you also use that information in the content that you create across the buyers journey.You got to be great online, if you want to consistently grow revenue for sure. And Google is key.Learn More: Buy Digital Threads: https://nealschaffer.com/digitalthreadsamazon Buy Maximizing LinkedIn for Business Growth: https://nealschaffer.com/maximizinglinkedinamazon Join My Digital First Mastermind: https://nealschaffer.com/membership/ Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo Download My Free Ebooks Here: https://nealschaffer.com/books/ Subscribe to my YouTube Channel: https://youtube.com/nealschaffer All My Podcast Show Notes: https://podcast.nealschaffer.com

Following up on my report from the Generative AI conference, today's guest has transformed a social media dashboard into becoming an AI ghostwriter for digital and social media marketing.Meet Greg Starling, Head of the Innovation Labs at Tailwind, who is helping to create a new generative AI product there.- Using AI to brainstorm ideas- Using AI to streamline marketing processes- When & how to partner with AI for maximum effectivenessTake a deep dive into A.I. and how you can better leverage it for your business.Key Highlights[03:53] Introduction of Podcast Guest, Greg Starling[07:51] How Greg Got Into the AI Industry[10:30] Pushing AI Into Create Tools[12:41] Getting the Right Queries and Prompts[18:46] Areas Where Tailwind Has Implemented AI[22:39] Transition from Social Media Dashboard to AI Marketing Tool[23:48] Leveraging the AI Engine[28:54] Streamling AI Into the Marketing Process[33:19] Greg's Quick Tip on Writing Summary[34:37] Where to Start the Process of Using AI?[40:01] Where GPT Technology Is Going?[45:08] Connect With GregNotable QuotesPeople just think chat GPT is only chat GPT When, at the end of the day, you're gonna get something very generic from it, as you said, compared to other tools that are that are putting, you know, secret sauces on top of it.Anywhere where you're writing content that you want to that you're using to try to market yourself market your brand, we probably have some AI assistance there that could that can move you along quicker.We're trying to do things where we can give you a full on marketing plan, but then help you execute that plan with AI. There's this concept that people romanticize a blank page, people say, Oh, well, there's endless possibilities. But the truth is, a blank page stops people from doing what they need to do.We're trying to get you off of that blank page, and onto the next step and actually moving forwards, in your kind of marketing process. I think people who get really good at this will actually replace people who who ignore it or fearful of it, I know a lot of people aren't I get it, but it's not going to you being fearful of it is not going to stop happening. So I think everybody's got to figure out how they can fit in and, and take advantage of it.Start finding a platform that you like that you trust, that you think has your best interests in mind, and figure out how you can start implementing those into your product. You need an AI strategy. Even a company like tailwind, had an AI strategy implemented it and you can see what's happened. So every one of us needs to think.Guest Links:Greg Starling on LinkedIn: https://www.linkedin.com/in/gregstarling/Learn More: Buy Digital Threads: https://nealschaffer.com/digitalthreadsamazon Buy Maximizing LinkedIn for Business Growth: https://nealschaffer.com/maximizinglinkedinamazon Join My Digital First Mastermind: https://nealschaffer.com/membership/ Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo Download My Free Ebooks Here: https://nealschaffer.com/books/ Subscribe to my YouTube Channel: https://youtube.com/nealschaffer All My Podcast Show Notes: https://podcast.nealschaffer.com

The use of AI in marketing and business in general is evolving much quicker than you might think. I had a chance to attend Jasper's Generative AI conference in San Francisco this month and wanted to share with you how far things are progressing and the impact it is already having on marketing and business.Tune in and I trust that you will also come to the same understanding that the future of A.I. is now and that is not a question of experimentation but of serious strategizing and implementation.Try out Jasper here: https:https://nealschaffer.com/jasper [affiliate link]Key Highlights [04:52] The First Successful AI Program[06:00] Turning Points that Defined Modern Business[06:52] Generative AI Defined[08:26] Generative AI for Content Creation[10:08] Jasper AI Features and Evolution[14:32] AI for Marketing[21:06] Possible Decline of Search Engine Traffic[25:25] The Creativity AI Can Foster[29:52] AI's Impact on the Business World[33:09] AI for Co-development[35:16] How AI Makes Content Marketing Accessible[40:42] How to Future Proof[45:25] AI Literacy and AI Hallucinations[49:47] Why You Should Continue Using JasperNotable QuotesThe only thing that has ever held our ideas back has been an inability to convey them. Thus, from AI, creating that content, the hours reclaimed that we can invest into thinking, expanding and refining ideas, and creating even better content is innumerable. Today, baseline AI is a baseline part of most technology. But in the future, your brand's unique AI, will become that critical turning point of really personalized AI that really can represent your brand voice. Too often, marketers see new technology and rush to the lowest bar of its creation. Just because the barriers have dropped with AI, doesn't mean our standards should. So instead of always creating new content, why don't we take our old content and treat them as assets, and further improve upon them. It's not about the quantity, it's about the quality, and good content, truly good content requires ideation.  And with AI the best ideas win!Create to inspire something to think about. And one of the big messages from this conference was humans collaborating with technology, right? It's all about the creativity that AI can help unleash, not just robotic text. Instead of trying to learn it all yourself, take advantage of the fact that the AI can do a lot of it for you, and work on higher-level issues, similar to how marketers should work on higher-level issues like ideas, and distribution. And this power of ideation is critical for business. Future-proofing ourselves means using AI to enhance our humanity, not erase it reLearn More: Buy Digital Threads: https://nealschaffer.com/digitalthreadsamazon Buy Maximizing LinkedIn for Business Growth: https://nealschaffer.com/maximizinglinkedinamazon Join My Digital First Mastermind: https://nealschaffer.com/membership/ Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo Download My Free Ebooks Here: https://nealschaffer.com/books/ Subscribe to my YouTube Channel: https://youtube.com/nealschaffer All My Podcast Show Notes: https://podcast.nealschaffer.com

Social media is not an option for generating organic traffic back to your website anymore.It is time to use social media what it was intended for, and to reap the benefits and gain a competitive advantage compared to those who are still using social media as if it was 2010.This is time to embrace authentically social content. Short form video is one example of this type of content, but there is another text-based type that can be effective on LinkedIn and Twitter.Listen in for the full definitions and detailed advice!Key Highlights[02:30] My First AI Conference[05:09] The Automated Approach in Social Media Now[07:51] The Concept of Authentic Social[10:23] Why I Started to be Convertational in My Social Media Content[11:49] The Commonality I See in Different Types of Content[13:05] My Twitter Experiment[14:42] Tips in Using AI in Content Marketing[18:37] Podcasts for Repurposing ContentNotable QuotesWe have matured as an audience that uses social media, we use it differently. And we understand what is the intent of someone when they reach out to us or when they post something on a specific topic.Social media is a place to develop relationships, and engage with people and find your fans, find your customers, find your partners, whatever it is. It is an amazing place to build brand awareness, through conversation.I would recommend you create a short form video that teaches one thing. This short form content that is truly authentic is based around providing value around one idea, like a micro blog post. So whether it's Twitter threads, whether it's these LinkedIn posts, there's a commonality here that I am seeing. And it is a different type of content that perhaps younger people with a fresher look at content and these platforms, has found a way, being authentic and their content to really generate some pretty massive engagement.I'm not saying completely stopped doing what you've been doing. But I'm saying by interjecting maybe starting once a week, , I think you're going to be rewarded. And by the way, that the biggest reward is not just the algorithm, but you're developing a deeper and more authentic relationship with your followers, and your connections as well. The emergence of short form video, this is a another piece of that puzzle, but it's technically based. And if you can't buy in a short form video, I think this is something that you can buy into, you can create a system a process and start to insert more authentically social content into your feed. And I think you will reap the benefits from doing that. Links MentionedJasperTailwindLearn More: Buy Digital Threads: https://nealschaffer.com/digitalthreadsamazon Buy Maximizing LinkedIn for Business Growth: https://nealschaffer.com/maximizinglinkedinamazon Join My Digital First Mastermind: https://nealschaffer.com/membership/ Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo Download My Free Ebooks Here: https://nealschaffer.com/books/ Subscribe to my YouTube Channel: https://youtube.com/nealschaffer All My Podcast Show Notes: https://podcast.nealschaffer.com

TikTok is becoming more critical of a channel to tap into a new generation and new trends. But there are many things that we can apply from our legacy social media marketing into understanding and leveraging this newest of social media platforms for our business.Today's guest, Cassie Petrey, co-founder of the digital marketing company Crowd Surf, has helped some of the most iconic musicians such as Backstreet Boys and Camila Cabello use social media to connect with their audience. That same advice can be used for your business regardless of industry. Listen in for the details!Key Highlights[04:30] Introduction of Podcast Guest, Cassie Petrey[07:26] Cassie Journey to Social Media Marketing Industry[18:13 Cassie's First Thought on TikTok[20:10] Best Practices on Launching TikTok Account[23:55] Growing TikTok Account Over Time[26:35] The Importance of Engaging Within Social Community[28:25] Defining High Quality TikTok Content [31:00] How Musicians Approach Influencer Collaborations on TikTok[34:41] Different Avenues in Finding Collaborative Relationship[38:25] Connect With Cassie[39:08] Final ThoughtsNotable QuotesAnd if you think about it, computers aren't really that, you know, as fun without the internet without being able to connect with people. So I think this sort of like tool existing, to be able to normal person have a computer at home and be able to connect and do things on the internet was it really changed a lot of things in pop culture at that time.I would say the most important thing is, before you even get on there, sort of have a vision of what your video content is going to be. The worst thing I think I see people do is they basically like copy videos from other people try to make it them themselves.I think when you get out of your head about what everyone else is doing, and is think about what a tool is, at its core, that's when a lot of people sort of find the freedom to come up with the best ideas on what they can create to that represents their brand.I feel like people start creating the content that's not good for them is when you start chasing when you either are making content because you are afraid or you feel guilty. Or because you think something you're making something because you think it's gonna get good numbers. And not because you think it's fun, or because you think it's good for your brand.Spend time not being about themselves. Dedicate time to be a part of a social community, not just to post and hope that people come to you like you have to, you have to be out there giving the engagement to other people that you want to be receiving.Always think about how do you want your brand to make people feel and in your video content, your social media content is an extension of that.I'm all about simplifying this stuff. Learn More: Buy Digital Threads: https://nealschaffer.com/digitalthreadsamazon Buy Maximizing LinkedIn for Business Growth: https://nealschaffer.com/maximizinglinkedinamazon Join My Digital First Mastermind: https://nealschaffer.com/membership/ Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo Download My Free Ebooks Here: https://nealschaffer.com/books/ Subscribe to my YouTube Channel: https://youtube.com/nealschaffer All My Podcast Show Notes: https://podcast.nealschaffer.com

Yes, there is a lot of buzz about ChatGPT, but what exactly does it mean for your business and what should your next steps be? Listen to my perspective and advice, and learn how to apply ChatGPT to your specific business and marketing needs.Key Highlights [03:18] Experimenting with Chat GPT[06:00] Generative Artificial Intelligence Conference[08:05] How Does Chat GPT Works?[10:01] The Search Engine Aspect of AI Tools[11:58] How Far AI Has Come with Brainstorming Ideation[19:09] AI Tools As The Evolution of Technology[22:03] Using AI for Research and Content Ideation[23:50] Where It Gets Tricky[24:39] Start Experimenting AI Tools Now!Notable QuotesSo open AI is sort of considered the leaders in this technology and chat. GPT is just another iteration, another evolution, the improvement of this technology.The way these AI tools work is you're giving them an input, and it's giving you an output, and the output is defined by information that's available on the internet. That's why really good content writers, it doesn't matter what content you have them write for you, if they are really good at research. And they get a little experience in your topic in your company and your products and your industry. That content can represent you and your brand.Technology evolves. And this is the evolution of the Internet now that it has become this powerful brain, leveraging artificial intelligence technology, instead of just the information is always there on the internet in an inconvenient way. AI is going to make it extremely convenient to us extremely quick. But imagine, if you're writing a completely AI generated article, it is only based on what is out there on the internet. So if it's news, and other people have already published news about something, then yes, that actually makes sense. It's gonna save you time. But at the end of the day, why would I want to read the news from CNET, when I can read it from other people that are the source of the news, rather than through an AI bot? If you're not using it, my recommendation, the takeaway from today is to begin experimenting ASAP.So the message for today is, don't get left behind. Now's the time to really get up to speed. If you have men begin experimenting.Links Mentioned:Episode 260CopyscapeJasper AILearn More: Buy Digital Threads: https://nealschaffer.com/digitalthreadsamazon Buy Maximizing LinkedIn for Business Growth: https://nealschaffer.com/maximizinglinkedinamazon Join My Digital First Mastermind: https://nealschaffer.com/membership/ Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo Download My Free Ebooks Here: https://nealschaffer.com/books/ Subscribe to my YouTube Channel: https://youtube.com/nealschaffer All My Podcast Show Notes: https://podcast.nealschaffer.com

Looking to improve your Instagram Reels? Today's special guest, Travis Brown (@travisbrown on Instagram) will teach you the tips and tricks to get the most out of your Instagram videos, including:How to research high-impact topics and hooksHow to only post content that worksHow to make videos 5 times fasterKey Highlights [04:02] Introduction of Podcast Guest, Travis Brown[06:24] Travis's Journey to Podcasting[07:59] Why Instagram Reels?[11:27] How Travis Started With Short-Form Videos[14:33] Balancing Work and Fun[20:58] 3 Steps to Having Viral Short-Form Videos[22:45] The Importance of Hooks and Topics[26:16] How to Know What Content Is Working[31:15] How Often Should You Post Reels?[37:50] Travis's Advice on Making Short-Form Videos Fast[42:14] 10x Video Challenge by Travis[42:46] Connect With TravisNotable QuotesAnd now I'm actually geared more towards helping people go full time as a creator. So creating opportunities in the digital landscape, that they now have the tools to reach all kinds of people to be able to grow an audience, build a community, and then monetize it so that they could live a lifestyle that they enjoy. What you resist the most is probably what's going to push you the farthest. Short form video is not going anywhere. It's not the future. It's the present. And so If podcasters, or businesses or personal brands aren't leveraging it, then they're missing out on a big opportunity to reach lots and lots of people.In order to reach a massive audience, you need to speak to broad and big topics. If your niche too far, you need to connect your niche to a broader topic.I challenge people to not compare themselves to the current state of another creator. What you do is you go back all the way to the beginning of their journey, and you compare yourself to that. And if you can make something better than that right now, then you're already ahead of the game. And that's the whole name of the game.That's the whole goal of marketing is to transform somebody's mindset about a thing, or a product, or help them make a transformation through your message. We want to only be posting things that we think are going to have a good chance. And you know, the key to this is that people make videos viral, an algorithm doesn't make things viral. When your video stops resonating with people is when they stop showing it to people. Guest Links:PodDecks: https://poddecks.com/Learn More: Buy Digital Threads: https://nealschaffer.com/digitalthreadsamazon Buy Maximizing LinkedIn for Business Growth: https://nealschaffer.com/maximizinglinkedinamazon Join My Digital First Mastermind: https://nealschaffer.com/membership/ Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo Download My Free Ebooks Here: https://nealschaffer.com/books/ Subscribe to my YouTube Channel: https://youtube.com/nealschaffer All My Podcast Show Notes: https://podcast.nealschaffer.com

I recommend my clients always do an audit of their marketing technology stack on an annual basis, so here I am sharing my own stack in hopes of inspiring you to do the same and also to help you learn about some cool new tools that you might want to check out!Below are links to each of the tools - and note that many of them are affiliate links, but the price to you is the same - it just helps fuel the creator economy ;-)WEBWordPressShopifySEARCHSEMrushAhrefsMozFraseJasperSurfer SEOEMAILConvertKitActive CampaignConstant ContactSOCIALSocialBeeSprout SocialAgorapulseSendibleSocial PilotSocialDogTailwindContentInANALYTICSSocialInsider.ioDigivizerVISUAL & VIDEOAdobe ExpressCanvaZoomRiverside.fmStreamYardXSplit VcamCamtasiaRevLu.maPODCASTINGBuzzsproutPodcastPage.ioOtter.aiChartableListen NotesDIGITAL COURSES AND MEMBERSHIPSPodiaSlackLearn More: Buy Digital Threads: https://nealschaffer.com/digitalthreadsamazon Buy Maximizing LinkedIn for Business Growth: https://nealschaffer.com/maximizinglinkedinamazon Join My Digital First Mastermind: https://nealschaffer.com/membership/ Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo Download My Free Ebooks Here: https://nealschaffer.com/books/ Subscribe to my YouTube Channel: https://youtube.com/nealschaffer All My Podcast Show Notes: https://podcast.nealschaffer.com

Networking and fostering meaningful conversations to engage and move people are core skills that every marketing professional, entrepreneur, and business owner should have.To help us hone in on these skills to begin the new year, I am honored to have my friend and someone who I have a great deal of respect for, Minter Dial, on this episode.Minter is an elevating professional speaker and consultant on branding, leadership and transformation. As he prepares to finish writing his new book, Dialogos, Minter shares with us: Tools to facilitate conversationWays to meet new people (and network)Ways to develop your empathic listening skillsAs the pandemic slowly dwindles down and we go back out to working with and meeting more people in real life, this is the perfect episode to ensure we have the right mindset to take advantage of any and every potential networking situation.Key Highlights[01:54] Introduction of Podcast Guest, Minter Dial[05:53] Minter As An Elevator[07:12] How Minter Started His Speaking and Corporate Leadership Career[11:58] Minter's Books[13:51] Minter's Secret to Writing Content[18:03] Books On Substack[21:56] Recommended Tools in Facilitating A Conversation Approach to Business[23:49] The Empathy Circle[27:16] Helping People Find New People[31:44] Ways to Develop Empathic Listening Skills[34:36] The Reformulation Piece[39:47] Connect With MinterNotable QuotesIn the notion of elevation that's important to me, is finding more meaningfulness in whatever we do, whoever you are, in some kind of way.The point that I was getting to, especially since I started working on digital, was how much the brand should be represented by the human beings, the employees that are working within the company. And so branding gets personal was really my mantra.The first idea is it's really self-awareness, to notice when you're being triggered to notice when you are being overly excited. And in that impulsion, perhaps cutting off people not knowing to listen.The second part of it is learning how to listen without judgment. And that means putting aside your own ego, and really trying to understand what the other person is saying. And the goodwill tool here is reformulation.I have always thought that I am as strong as my network. But having a strong network doesn't mean having a lot of people. It means having a set of people who can have your back, have complementary skills, and add to your position, if you will not just like minded people, this is what I consider a strong network. It's not about having quantity, it's about enjoying the process, listening to stories and not having an agenda.Guest Links:Read Minter's Dialogos, Fostering More Meaningful ConversatiLearn More: Buy Digital Threads: https://nealschaffer.com/digitalthreadsamazon Buy Maximizing LinkedIn for Business Growth: https://nealschaffer.com/maximizinglinkedinamazon Join My Digital First Mastermind: https://nealschaffer.com/membership/ Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo Download My Free Ebooks Here: https://nealschaffer.com/books/ Subscribe to my YouTube Channel: https://youtube.com/nealschaffer All My Podcast Show Notes: https://podcast.nealschaffer.com

Welcome to episode 300! As part of an annual tradition, today I report to you on how my marketing channels and business did in 2022. I want to not only provide you the data to let you know why I recommend what I do, but also inspire you by providing you some benchmarks for your own digital marketing.Key Highlights[02:25] My Annual Look On How My Channels Performed[03:07] Where I Recommend You Begin With[04:14] My Website Traffic[06:28] Looking At My Direct Traffic[08:44] You need to Reset Your Approach to Social Media[10:13] Digging Deeper Inside Website Traffic[14:15] My Two Takeaways[18:23] My Digital Marketing Podcast Data[19:14] Looking At My YouTube Channel Numbers[22:25] Connect The Dots[23:28] Ways I'm Looking At MonetizingNotable QuotesI always tell my clients direct traffic is really a result of your brand awareness. If people know about you, they're going to directly enter your name and the URL, your website name, they're going to bookmark your site and what have you. So that number to me is very positive. But that's why, you know, social media was never made for website traffic generation. And we're going back to the early days of what social media was about just exposure, brand awareness. And the social platforms are more and more built for that, you know, short form video is about keeping people on the platform longer, and not having clickable content. I know that email is the key to getting a business and building a deeper relationship with my community.Inbound marketing truly works. It's not just creating content for website traffic sake. It's creating targeted content that drives targeted conversions.When you look at your numbers like this, it becomes pretty clear that directs that you need to go. And I'm hoping that that serves as a or these numbers, you know, without giving you too specific numbers, serve as a Northstar, and maybe help clarify or help you better understand the numbers that you're seeing.At some point, you need to connect the audience that you have, with the products and services that you sell, with the actual money that you earn. We're not doing digital marketing for the sake of doing digital marketing. We're not in college, doing a research project on how to generate more website traffic. This is our livelihood. I think people really want to, well, they really want to go at their own pace. So it'll be interesting to see it's another experiment, but if you don't experiment you never know.Links MentionedEpisode 298Episode 299Learn More: Buy Digital Threads: https://nealschaffer.com/digitalthreadsamazon Buy Maximizing LinkedIn for Business Growth: https://nealschaffer.com/maximizinglinkedinamazon Join My Digital First Mastermind: https://nealschaffer.com/membership/ Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo Download My Free Ebooks Here: https://nealschaffer.com/books/ Subscribe to my YouTube Channel: https://youtube.com/nealschaffer All My Podcast Show Notes: https://podcast.nealschaffer.com