Transcript
WEBVTT 1 00:00:03.680 --> 00:00:07.150 Welcome back to be to be growth. I'm Logan lyles with sweet fish media. 2 00:00:07.389 --> 00:00:10.589 Today I'm joined by Caitlyn Rice. She is the director of marketing and 3 00:00:10.710 --> 00:00:14.750 partnerships over at tactile. Caitlyn, how's it going today? Hey, Logan, 4 00:00:14.869 --> 00:00:17.629 it's going great. Thanks for having me on. Absolutely you and I 5 00:00:17.710 --> 00:00:21.820 are talking about the new normal for our families, for work life these days. 6 00:00:22.100 --> 00:00:25.539 We're going to be talking about something that I think is obviously very timely 7 00:00:25.579 --> 00:00:28.980 for a lot of marketers out there, and that is marketing during a time 8 00:00:29.019 --> 00:00:32.340 of crisis. I was just listening to another podcast, the Craig Gro Shell 9 00:00:32.420 --> 00:00:36.729 Leadership Podcast, talking about leadership during times of crisis. If anybody is not 10 00:00:36.770 --> 00:00:39.729 subscribed to that show and you want to check that out, your leader would 11 00:00:39.729 --> 00:00:43.130 definitely encourage you to check out that show. In the most recent episode. 12 00:00:43.409 --> 00:00:47.890 Today we're going to be talking about striking the balances as marketers when the world 13 00:00:47.969 --> 00:00:51.000 shifts around us. Before we do that, Kaitlyn, as we always do, 14 00:00:51.359 --> 00:00:54.119 want to let you give some context to listeners. Tell us a little 15 00:00:54.119 --> 00:00:57.679 bit about yourself, your background and marketing and what you and the tactile team 16 00:00:57.679 --> 00:01:00.479 er up to these days. Yeah, sounds great. So again, I'm 17 00:01:00.560 --> 00:01:04.469 Caitlyn Rice. I am with Tactile, our director of marketing and partnerships. 18 00:01:04.510 --> 00:01:07.989 It's a really fun job. It's always interesting and, like you said, 19 00:01:07.989 --> 00:01:11.030 we're talking a lot about how to balance what we're doing now with with what 20 00:01:11.150 --> 00:01:17.150 the world needs. High level, what's tactile does is tactiles really coming in 21 00:01:17.230 --> 00:01:22.060 and changing the game when it comes to how frontline workers are capturing their skills 22 00:01:22.099 --> 00:01:26.659 and improving safety and achieving proficiency across industries. And so what that means is 23 00:01:26.980 --> 00:01:30.939 our main product, which is called manifest, is an comited reality SASS product 24 00:01:32.060 --> 00:01:37.049 designed to enable subject matter experts, regardless of industry, to really capture their 25 00:01:37.129 --> 00:01:42.849 knowledge and share it in real world environments to enable any user to immediately attain 26 00:01:42.930 --> 00:01:46.609 that level of expertise. And so what that means is if I'm an expert 27 00:01:46.730 --> 00:01:49.319 in water wastewater and I'm an operator and I knew how to do my job 28 00:01:49.359 --> 00:01:53.400 exactly right, I can now put on we're cross device. I can use 29 00:01:53.439 --> 00:02:00.400 any augmented reality device to capture that knowledge and then be used in training situations, 30 00:02:00.519 --> 00:02:04.269 be used and crisis situations, but also be used to upskill her and 31 00:02:04.349 --> 00:02:07.989 employees. And you know, moving away from the six hundred page manual and 32 00:02:07.069 --> 00:02:12.310 and into real life. How do I use augmented reality, taking virtual reality, 33 00:02:12.349 --> 00:02:15.900 laying it over the royal world and use that to help my frontline workers 34 00:02:15.500 --> 00:02:21.060 before? Very awesome, very cool technology and somewhat timely. Right now, 35 00:02:21.300 --> 00:02:24.419 as you know, teachers are working with students remotely, doing zoom calls and 36 00:02:24.460 --> 00:02:28.699 every and, like you say, here's some of the industries that you serve 37 00:02:28.860 --> 00:02:32.530 where you guys have already been kind of enabling people to to do training, 38 00:02:32.650 --> 00:02:38.569 to create resources so that there doesn't have to be in person hands on training, 39 00:02:38.969 --> 00:02:44.090 not necessarily always in time of a pandemic, but just for greater efficiency 40 00:02:44.439 --> 00:02:49.199 in that creation, in that training, in that upskilling of those workers. 41 00:02:49.520 --> 00:02:52.240 We're going to get into a little bit. You know, as listeners can 42 00:02:52.280 --> 00:02:54.759 probably assume, you guys are trying to strike this balance of Hey, we 43 00:02:54.919 --> 00:02:59.750 have a solution that is probably even more important for a lot of folks given 44 00:02:59.789 --> 00:03:05.789 them realities, but how do we not appear kind of opportunistic in our messaging? 45 00:03:06.349 --> 00:03:08.310 Talk to us a little bit, Caitlyn, first about how you and 46 00:03:08.389 --> 00:03:12.590 your marketing team are feeling right now, because I think a lot of folks 47 00:03:12.590 --> 00:03:15.620 kind of feel this spotlight on marketing, I think, is the way you 48 00:03:15.780 --> 00:03:17.780 put it the other day when you and I were chatting. Yeah, I 49 00:03:17.860 --> 00:03:21.539 mean, I think that's what we're up against right. This is sort of 50 00:03:21.580 --> 00:03:24.099 the spotlight on marketing. It's our time to shine. It's this new world 51 00:03:24.219 --> 00:03:29.689 of you know, a lot of our content and creation previously was focused on 52 00:03:29.729 --> 00:03:31.250 okay, so what is our call to action? It's usually an in person 53 00:03:31.370 --> 00:03:35.250 meeting. How do we make that impactful and people take that next step? 54 00:03:35.610 --> 00:03:37.810 That's not our call to action anymore. Right, you know what he's gonna 55 00:03:37.810 --> 00:03:38.650 be like, yeah, I'll show up, but I can't go anywhere. 56 00:03:39.129 --> 00:03:43.120 Now we have a little bit of a differentiator and that we are on my 57 00:03:43.319 --> 00:03:46.960 reality. We can do different things in doing in purse are, you know, 58 00:03:46.080 --> 00:03:50.039 live demos and I can show up. Are Looting the rooms to augmented 59 00:03:50.080 --> 00:03:53.719 reality and how do we capture that? But across marketing it is it's this 60 00:03:53.840 --> 00:03:55.389 new idea of like this is your time to shine. This isn't a time 61 00:03:55.469 --> 00:03:59.949 to shy away from what we're doing, but it's how can we do it 62 00:04:00.030 --> 00:04:02.310 in a way that's still impactful? Like you said, it's not, you 63 00:04:02.389 --> 00:04:06.550 know, seeming opportunistic. It's not ambulance chasing, if you will. You 64 00:04:06.629 --> 00:04:10.620 know, it's not pointing out of you should have had this before, but 65 00:04:10.819 --> 00:04:15.300 is how do we help businesses get through this and make it relatable and make 66 00:04:15.339 --> 00:04:19.699 it you know that you're not just chasing the dollar, but chasing that relationship 67 00:04:19.740 --> 00:04:24.490 and continuation. Yeah, absolutely. I was kind of pulling, if you 68 00:04:24.610 --> 00:04:27.610 will, my linkedin network the other day a couple weeks ago and said, 69 00:04:27.769 --> 00:04:30.889 you know, how is your content strategy changed? It's, you know, 70 00:04:30.209 --> 00:04:34.769 completely changed, and every piece of content you're putting out is related to this 71 00:04:34.970 --> 00:04:39.759 pandemic, or it's business as usual, or it's some kind of mix. 72 00:04:39.839 --> 00:04:43.319 And overwhelmingly it was options, it was that, that sort of mix. 73 00:04:43.600 --> 00:04:46.839 So we're going to dive into some of the ways that you guys are approaching 74 00:04:46.319 --> 00:04:49.800 your marketing with that mix. It, as we've said here a couple times. 75 00:04:49.839 --> 00:04:53.870 I think the word is balanced. How do you, you know, 76 00:04:54.110 --> 00:04:59.430 not sound like every other email that says how we're producting you from Right Iris 77 00:04:59.550 --> 00:05:02.829 Right, and you you blend into the new noise or at worst you sound 78 00:05:02.870 --> 00:05:06.740 opportunistic. That's one side of it, right, and then the other side 79 00:05:06.779 --> 00:05:12.740 is you sound completely toned deaf if you do not revisit your messaging, especially 80 00:05:12.819 --> 00:05:15.819 in certain parts that are definitely heavily affected. We're not saying that you need 81 00:05:15.860 --> 00:05:19.300 to throw out all messaging. Can can you talk a little bit about that 82 00:05:19.420 --> 00:05:25.089 and how you guys approached looking at your messaging top to bottom, and then 83 00:05:25.129 --> 00:05:28.970 we're we'll get into some specific examples on how you guys are striking that balance. 84 00:05:29.009 --> 00:05:30.769 Yeah, absolutely. We think it really took us. You know, 85 00:05:30.850 --> 00:05:33.329 you have to take a step back and realize there are so I mean I 86 00:05:33.410 --> 00:05:36.600 think we all know what. We looked at email boxes and within I would 87 00:05:36.600 --> 00:05:40.319 say mid March, three to five days in there, you're getting tons of 88 00:05:40.360 --> 00:05:44.759 emails and you know, I know exactly how every person of ever interacted with 89 00:05:45.000 --> 00:05:48.519 is handling safety for covid and that's great. But what you do is you 90 00:05:48.680 --> 00:05:51.589 just fall into that. Like you said, you're going to get into the 91 00:05:51.629 --> 00:05:55.110 shuffle. Nobody's going to see you as different. At the same time, 92 00:05:55.189 --> 00:05:58.389 you know highest risk as people start to go now your spam block, block, 93 00:05:58.389 --> 00:06:00.029 block. I don't have to time for this, and so one of 94 00:06:00.069 --> 00:06:04.420 the things you really have to balance is being aware that industries are struggling. 95 00:06:04.660 --> 00:06:09.300 Your messagings each industry may have to be different. Like if you're messaging to 96 00:06:09.420 --> 00:06:13.459 healthcare right now, it's a totally different ball game. Their need is very 97 00:06:13.540 --> 00:06:16.259 immediate. Day have so much on their plates, and so we are shifting 98 00:06:16.339 --> 00:06:20.170 and balancing into how do we go from we're marketing a product, you know 99 00:06:20.250 --> 00:06:24.810 the product is helpful, but also meeting that human need. Right, people 100 00:06:25.050 --> 00:06:29.329 want content that is relevant and it may not be specific to your product. 101 00:06:29.649 --> 00:06:31.490 But how do you get your customers where they're at, where they see you 102 00:06:31.569 --> 00:06:35.759 as a useful partner versus by my product or don't talk to me, you 103 00:06:35.839 --> 00:06:40.199 know, and it's this sort of balance of we know there's this need, 104 00:06:40.279 --> 00:06:43.120 we know there's a human interest peace. You know, businesses want to know 105 00:06:43.199 --> 00:06:46.560 how their businesses are continuing. They want to know what are you doing to 106 00:06:46.639 --> 00:06:50.629 help sort of help them flourish and business continue, etc. And so you 107 00:06:50.750 --> 00:06:55.870 know, we're shifting. We have a lot of industries that are frontline workers. 108 00:06:56.110 --> 00:06:58.310 I mean that's sort of the purpose of what we do. And so 109 00:06:58.470 --> 00:07:00.269 how do you know? We have customers that can't stop, they can't work 110 00:07:00.350 --> 00:07:03.699 from home. Trust me, none of us want our wastewater treatment plant guys 111 00:07:03.779 --> 00:07:06.899 to say I'm going to go work from home. We prefer their toilets function. 112 00:07:08.019 --> 00:07:11.740 So how do we market to to those that says hey, we're here 113 00:07:11.819 --> 00:07:15.139 for you and here's sort of the unsung heroes, and that's what we're sort 114 00:07:15.139 --> 00:07:17.610 of focusing on. How do we show how those businesses are continuing and how 115 00:07:17.649 --> 00:07:20.730 do we market to that? I love that. I love the idea of 116 00:07:21.050 --> 00:07:26.250 I was just talking with a great marketer that's been our network for a long 117 00:07:26.290 --> 00:07:30.480 time and she said something that was then echoed by Dave Gearhart on a tweet 118 00:07:30.480 --> 00:07:33.360 I saw last week. That was you have an opportunity right now to build 119 00:07:33.480 --> 00:07:38.920 relationships with the content that you create for your audience. Maybe you create it 120 00:07:39.040 --> 00:07:42.040 with them, maybe you interview the folks that are on the front lines of 121 00:07:42.439 --> 00:07:45.470 whatever industry that you serve. You know, we think about healthcare, we 122 00:07:45.550 --> 00:07:50.110 think about frontline essential workers, but others that are going through massive turmoil right 123 00:07:50.110 --> 00:07:56.310 now, like hospitality and travel, and if you tell those stories and you 124 00:07:56.629 --> 00:08:00.620 put out content that is genuinely helpful for the situation there in right now, 125 00:08:00.980 --> 00:08:05.180 you are going to establish a lot of good will that it may inevitably come 126 00:08:05.220 --> 00:08:07.819 back to your brand, but it takes that investment in the long game, 127 00:08:07.819 --> 00:08:13.050 as it always has with good content marketing. If you seek to serve in 128 00:08:13.170 --> 00:08:16.769 the short term, then you will see those long term gains right now. 129 00:08:16.810 --> 00:08:20.490 But if you are always focused on I have to do this to convert this, 130 00:08:20.970 --> 00:08:22.689 then then you're never going to win. It's always that short term. 131 00:08:22.730 --> 00:08:26.759 So let's talk about some specific examples. Caitlin, you were mentioning to me 132 00:08:28.399 --> 00:08:31.680 some of the copy, some of the messaging that you guys were tweaking. 133 00:08:31.720 --> 00:08:35.559 Let's get real tactical for folks to give some specific examples. What were some 134 00:08:35.639 --> 00:08:39.879 of the things that you guys revisited, maybe where you saw maybe not that, 135 00:08:41.360 --> 00:08:45.350 and what you landed on in some specific examples here? Yeah, so 136 00:08:45.470 --> 00:08:48.110 we, you know, we've done some brainstorming internally like how do we how 137 00:08:48.110 --> 00:08:50.870 do we meet this need for our clients and also, you know, get 138 00:08:50.909 --> 00:08:54.029 our point across? And again that balance, not opportunistic but relevance, not 139 00:08:54.389 --> 00:08:58.700 you know, overbearing, but helpful. And, like you said, it 140 00:08:58.899 --> 00:09:00.980 may not be a short term gain, it may not be a short term 141 00:09:01.139 --> 00:09:03.340 conversion, but it's going to be that long term relationship or pushing and so 142 00:09:03.899 --> 00:09:07.379 one of the things were really throwing around again that unsung here. How do 143 00:09:07.460 --> 00:09:11.370 we tell their story? Maybe not specifically how they're using manifest, but how 144 00:09:11.450 --> 00:09:15.049 are they moving through this process? And that sort of can come around to 145 00:09:15.169 --> 00:09:18.610 that. And so we've been throwing around some email ideas and and you know, 146 00:09:18.690 --> 00:09:20.090 one of the things would be just really cautious. That, I think, 147 00:09:20.169 --> 00:09:24.049 is marketers. Is One of our ideas that we just sort of had 148 00:09:24.250 --> 00:09:26.159 thrown around is, Hey, your workers may not be at work, but 149 00:09:26.279 --> 00:09:30.519 now you have the time to sort of capture this info before they go back 150 00:09:30.559 --> 00:09:33.559 to work. And there is benefit to that because of what manifest does. 151 00:09:33.639 --> 00:09:35.799 You can do a lot of content creation now, you can do a lot 152 00:09:35.799 --> 00:09:39.029 of offering of these jobs. But you really don't want to put a message 153 00:09:39.029 --> 00:09:41.350 out there this is so when you're back to work, because I think that's 154 00:09:41.350 --> 00:09:43.950 a source spot right now, right, who knows what that looks like. 155 00:09:43.269 --> 00:09:46.950 A lot these organizations don't know what tonight at four PM looks like, let 156 00:09:48.029 --> 00:09:50.389 alone two weeks from now, and so you want to hit that that yeah, 157 00:09:50.389 --> 00:09:54.500 you have this time, but maybe you know we're smoothing out the message 158 00:09:54.500 --> 00:09:58.299 of when you're back to work, but how do you work today? Right, 159 00:09:58.379 --> 00:10:01.259 and so that way you're not focusing on what's unknown, but how do 160 00:10:01.299 --> 00:10:03.139 you make the most of it? And that's one of the great things of 161 00:10:03.220 --> 00:10:07.649 manifest is it's it's connecting those two items of being at work being at home. 162 00:10:07.690 --> 00:10:11.730 How do you connect those workers this connected workforce? Manifest really play that 163 00:10:11.809 --> 00:10:15.929 up, but it's doing it in a way that's not pointing out layoffs and 164 00:10:16.090 --> 00:10:18.970 all these other things that people are really heavy of mind, but instead focusing 165 00:10:20.090 --> 00:10:22.600 it on how do you make the most of what your team is at right 166 00:10:22.600 --> 00:10:24.279 now? Yeah, I mean it just comes back to good marketing right. 167 00:10:24.320 --> 00:10:28.399 It's not just about what you're saying. It's okay, if I heard this 168 00:10:28.440 --> 00:10:33.039 right now, what other things are going to come to mad right, return 169 00:10:33.159 --> 00:10:35.710 to work? Am I going to return to work? Okay, now, 170 00:10:35.789 --> 00:10:37.549 we need to tweak that messaging right, but if you don't take that step, 171 00:10:37.909 --> 00:10:43.470 then you could have some unintended consequences with the way you're your copies. 172 00:10:43.230 --> 00:10:46.870 You know, we have we have these situations where people are at home and 173 00:10:48.029 --> 00:10:50.860 you know, one of the the big selling points in in what we do, 174 00:10:50.100 --> 00:10:52.740 we market to, is a lot of that pushback may come from what 175 00:10:52.820 --> 00:10:56.139 we don't have time to do this right now. You know we're all up 176 00:10:56.139 --> 00:10:58.539 against it. Work, we're working in digital transformation, which is a buzz 177 00:10:58.539 --> 00:11:01.659 word, but how do we bring that digital transformation to frontline workers? But 178 00:11:01.899 --> 00:11:07.090 how do we do that in a way now where it's really about skills development? 179 00:11:07.210 --> 00:11:09.970 It's about meeting that need. It's about meeting needs when shifts are now 180 00:11:11.210 --> 00:11:13.649 broken up, maybe they've broke. I have an experience where they have broken 181 00:11:13.690 --> 00:11:16.330 up shifts for certain people were working Monday, Tuesday, Wednesday. Somebody's working 182 00:11:16.330 --> 00:11:20.480 Thursday, Friday Saturday. But what if your expert work Monday, Tuesday, 183 00:11:20.480 --> 00:11:24.279 Wednesday and the person that needs them is working Thursday, Friday Saturday? How 184 00:11:24.320 --> 00:11:26.279 do you make that connected workhorse? And that's what manifest does, but not 185 00:11:28.080 --> 00:11:31.679 marketing to a way that says when you return to work or you have all 186 00:11:31.720 --> 00:11:33.710 this time on your hands, you really don't want to point out these sort 187 00:11:33.710 --> 00:11:37.909 of touch points of Oh yeah, that hurts. Today's gross story is about 188 00:11:37.990 --> 00:11:43.789 sumo logic, a cloud based log management and security analytics company whose platform makes 189 00:11:43.870 --> 00:11:50.940 tracking log data across various platforms and integrations of brees. And when Zumo logic 190 00:11:50.059 --> 00:11:56.340 needed to raise brand awareness across sub industries, they turn to directive directive took 191 00:11:56.419 --> 00:12:01.970 on the task of elevating Sumol ejects enterprise and mid market brand awareness and making 192 00:12:01.009 --> 00:12:07.090 the brand connections with other applications. They needed. 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Maybe the lesson learned that folks 210 00:13:28.789 --> 00:13:33.230 who are marketing to other segments of the population right now how they might be 211 00:13:33.309 --> 00:13:37.070 able to apply that same methodology? Yeah, I mean I think you're talking. 212 00:13:37.190 --> 00:13:39.629 So we're having some internal conversations. So how do we equip our partners 213 00:13:39.669 --> 00:13:43.860 who are meeting that next level with the with their businesses, and so how 214 00:13:43.899 --> 00:13:48.139 do we enable them with our information? And it's a whole different marketing message 215 00:13:48.139 --> 00:13:52.379 right like we're here for you, who's meeting that customer need and it's a 216 00:13:52.379 --> 00:13:56.289 business to business through business, and so we're really formulating our messaging to them 217 00:13:56.289 --> 00:14:00.570 and using this time to help build them up, to build their teams up, 218 00:14:00.649 --> 00:14:03.610 to do that in a way that they're able to meet their customers needs. 219 00:14:03.690 --> 00:14:07.090 And whether that's next week or a month from now, are they equipped 220 00:14:07.090 --> 00:14:11.000 to go do what they they need to do into that. Partner and Ableman 221 00:14:11.000 --> 00:14:13.000 has been a real focus of ours during this time as well as how do 222 00:14:13.120 --> 00:14:16.440 we market to them, how do we meet their need, which, you 223 00:14:16.519 --> 00:14:18.360 know, you and I both knows, it is a little bit different than 224 00:14:18.360 --> 00:14:22.840 business to business, but it's still still content that's needed. It's still direct, 225 00:14:22.159 --> 00:14:26.710 you know, conversations, but it takes the focus off of like their 226 00:14:26.710 --> 00:14:28.429 right in front of your business to how do you meet sort of a broader 227 00:14:28.470 --> 00:14:33.950 scale? Yeah, and you guys have even gone very tactical with some of 228 00:14:33.029 --> 00:14:37.070 your content, thinking about, okay, the software that we provide is usually 229 00:14:37.070 --> 00:14:43.179 used on specific devices, either, you know, be our headsets or tablets, 230 00:14:43.580 --> 00:14:46.580 these sorts of things. And so now what are people thinking about with 231 00:14:46.700 --> 00:14:50.259 passing around these devices that are touched by a lot of people, much like 232 00:14:50.460 --> 00:14:52.169 grocery cards right now? And tell us a little bit about kind of where 233 00:14:52.210 --> 00:14:56.370 you got there and how you struck that balance in addressing some of that with 234 00:14:56.490 --> 00:14:58.730 your content. Yeah, you so. I think this really meets that need. 235 00:14:58.809 --> 00:15:03.769 Again, of I don't have to market specificsly to my product right now. 236 00:15:03.809 --> 00:15:05.610 What I do is need to provide tangible content that makes a business impact. 237 00:15:05.809 --> 00:15:09.840 People are thinking about the safety of their employees. And part of what 238 00:15:09.960 --> 00:15:13.240 our product is. It's run on augmented reality headsets, and there's a couple 239 00:15:13.279 --> 00:15:16.960 different examples there, but I'll go also can run on tablets. How do 240 00:15:18.000 --> 00:15:20.360 you make those in sanitize those safely for your your teams that are using them? 241 00:15:20.429 --> 00:15:24.190 And so, wow, I don't create this a headsets. I have 242 00:15:24.309 --> 00:15:26.750 customers that use those every day and so that is a huge piece of being 243 00:15:26.789 --> 00:15:31.110 able to connect with them, give them something useful and something they can tangibly 244 00:15:31.190 --> 00:15:35.549 use right now. And so we created, you know, process to sanitize 245 00:15:35.590 --> 00:15:39.419 your whatever you're using across that again, headset, you know, handheld device, 246 00:15:39.539 --> 00:15:41.940 whatever it may be, and it's a real use case. It's a 247 00:15:43.059 --> 00:15:46.580 real touch point that makes a tangible and I think, you know, providing 248 00:15:46.659 --> 00:15:48.980 that. They may not go oh, that's immediately tied to manifest but what 249 00:15:50.090 --> 00:15:52.250 it does is allows them to go hey, in this time of neat, 250 00:15:52.289 --> 00:15:56.450 they provided me something that was useful that I didn't have to go research somewhere 251 00:15:56.490 --> 00:15:58.490 else. It's all in one document. I was able to use it with 252 00:15:58.529 --> 00:16:00.289 my teams. I was able to set protocols because they have this infoid their 253 00:16:00.330 --> 00:16:03.559 fingertips. Yeah, I love that. Again, it just comes back to 254 00:16:04.000 --> 00:16:10.320 really good content marketing. We've just got to be extra empathetic, extra thoughtful 255 00:16:10.440 --> 00:16:15.200 right now because the the consequences of the way that it's going to be received, 256 00:16:15.240 --> 00:16:18.830 the way that it's going to legitimately impact people. We we have jobs 257 00:16:18.870 --> 00:16:23.669 as marketers to to serve, not just to convert and drive revenue for our 258 00:16:23.710 --> 00:16:27.429 organizations. You've got to be doing both. Again, we come back to 259 00:16:27.549 --> 00:16:30.190 balance. I think that's the word of the day right and when you come 260 00:16:30.269 --> 00:16:33.460 back to the spotlights on marketing right now, and how are you going about 261 00:16:33.460 --> 00:16:37.539 it, and are you you know, are you meeting the customers need, 262 00:16:37.620 --> 00:16:41.779 or are you sort of just spinning with the same message that everybody else is 263 00:16:41.820 --> 00:16:44.419 putting out there? And there's nothing wrong, I mean covid is top of 264 00:16:44.580 --> 00:16:47.409 mind, but I think when we think about marketing in that balance, we 265 00:16:47.490 --> 00:16:49.289 need to think. People don't want to see that in every message they see. 266 00:16:49.330 --> 00:16:52.370 I mean that is it's a heavy topic. It's it's a lot of 267 00:16:52.490 --> 00:16:56.289 info coming at them from many different places right now, and so how do 268 00:16:56.370 --> 00:17:00.250 you take that and make Rido content they can use in this which is not 269 00:17:00.370 --> 00:17:02.399 just hey, this how we're taking care of you, but here's how you 270 00:17:02.519 --> 00:17:04.160 can meet your need right now and how can we help you address that? 271 00:17:04.680 --> 00:17:07.680 And it's the spotlight on that. And how does that you know? How 272 00:17:07.720 --> 00:17:11.079 are you meeting your customers needs through that? Yeah, I saw a post 273 00:17:11.200 --> 00:17:15.910 from Jai Conzo last night on on instagram talking about we need to show and 274 00:17:17.069 --> 00:17:18.950 not tell our customers that we care. If you're sending out an email that 275 00:17:18.990 --> 00:17:23.390 says we care, we're here to help you and then there's nothing, they're 276 00:17:23.470 --> 00:17:26.910 like, just skip that. Just go straight to what you can provide. 277 00:17:26.990 --> 00:17:30.779 Don't don't talk about it, don't bury the lead, as they say, 278 00:17:30.900 --> 00:17:33.980 and in journalism, Sorr, I'm a Jay school background is coming out here. 279 00:17:34.259 --> 00:17:38.460 Don't bury that lead, just deliver it right and let the helpful content, 280 00:17:38.660 --> 00:17:42.980 the helpful actions that your team is taking, let them speak for themselves 281 00:17:44.140 --> 00:17:47.609 and let people infer that. Yeah, and if you have a product that 282 00:17:47.769 --> 00:17:49.089 needs at tangible need right now, and there's tons of products out there that 283 00:17:49.450 --> 00:17:52.450 that do, and you've seen you've seen that. You know there's a lot 284 00:17:52.490 --> 00:17:55.890 of products that are getting a lot of uplift right now because they're like, 285 00:17:55.890 --> 00:18:00.119 man, this is meeting needs to be the you know, conferencing needs, 286 00:18:00.160 --> 00:18:02.359 all these other things that, if you have a product that means these needs, 287 00:18:02.480 --> 00:18:03.480 don't just go out there and say, Hey, look, you should 288 00:18:03.480 --> 00:18:07.079 about this three months ago, here we are now. You would have been 289 00:18:07.119 --> 00:18:10.359 better off, but just be there for your clients, be there for potential 290 00:18:10.359 --> 00:18:14.789 clients and saying we can help you now and when you're ready, we're here 291 00:18:14.910 --> 00:18:17.509 and here's how we can do it and in the meantime, here's some other 292 00:18:17.549 --> 00:18:22.309 helpful content that's going to help you and and really take advantage of the mediums 293 00:18:22.349 --> 00:18:26.430 that people are used to sort of engaging in within marketing. Right now it's 294 00:18:26.509 --> 00:18:30.579 short videos and that's where we're focusing on because people, I mean tell we 295 00:18:30.900 --> 00:18:33.420 all know it. We watch facebook videos just because they come up. You're 296 00:18:33.460 --> 00:18:34.900 like, oh, that's fascinating, but meet that need, meet where people 297 00:18:34.900 --> 00:18:37.859 are at me, but do it in a way that's not just another burden 298 00:18:37.980 --> 00:18:41.769 on their lap or another spam thing that they go ignore. Yeah, absolutely, 299 00:18:41.930 --> 00:18:45.490 it's interesting that you say that. That's been a big part of our 300 00:18:45.529 --> 00:18:48.730 strategy here lately. Everybody knows you're a sweet fish where we're all about podcasting 301 00:18:48.769 --> 00:18:53.170 all the time. But even before things that just shifted underneath our feet. 302 00:18:53.210 --> 00:18:57.640 Over the last month or so we've been leaning into short form video to connect 303 00:18:59.079 --> 00:19:03.400 social to podcasting. To see a lot of people that you know do audiograms 304 00:19:03.440 --> 00:19:06.440 or they try and just do the audio only clips, but there's a difference, 305 00:19:06.480 --> 00:19:08.279 right. I mean, just to kind of get tactical and what you're 306 00:19:08.319 --> 00:19:12.430 saying here in your content strategy, when people are on social they're an active 307 00:19:12.549 --> 00:19:17.430 consumption mode, right. So text video, but keep it short. Like 308 00:19:17.789 --> 00:19:19.670 if I'm scrolling Linkedin, I don't want to watch a thirty minute interview, 309 00:19:19.950 --> 00:19:23.069 but if I see that and I see, oh, this is about a 310 00:19:23.230 --> 00:19:26.940 podcast that I could subscribe to, and when I'm in kind of that passive 311 00:19:27.299 --> 00:19:32.259 long form consumption mode, then I can go there. So that I think 312 00:19:32.299 --> 00:19:36.579 that applies to no matter what market you serve and what channels you're use exactly, 313 00:19:36.660 --> 00:19:38.490 no matter which market you're in. That's you know, and don't post 314 00:19:38.650 --> 00:19:41.690 twelve paragraphs about how you can help somebody. Make it very easy, very 315 00:19:41.730 --> 00:19:45.089 fault I mean, people are in consumption mode, but make it easy for 316 00:19:45.130 --> 00:19:48.450 them to cannsume. Otherwise they will keep scrolling and you know, that's the 317 00:19:48.490 --> 00:19:49.289 cool thing. What what we do to is some of the videos we can 318 00:19:49.329 --> 00:19:52.680 put out. It's very wow, that's interesting. Let me dig in deeper. 319 00:19:52.680 --> 00:19:55.559 And so we're trying to sort of touch on that point too, but 320 00:19:55.680 --> 00:19:57.839 in a helpful way, right and like, Yep, absolutely so. I 321 00:19:59.000 --> 00:20:02.759 think the encouragement for marketers here is that we do need to be extra sensitive, 322 00:20:02.799 --> 00:20:06.880 we do need to be as empathetic as possible, but those are those 323 00:20:06.920 --> 00:20:10.349 our core to being a good marketer anyway. So now is it time to 324 00:20:10.470 --> 00:20:15.190 really sharpen your skills to serve your community even better when when they are in 325 00:20:15.670 --> 00:20:18.230 very stressful situations, whether there are a frontline worker or you know, they're 326 00:20:18.230 --> 00:20:22.380 like you and I. We're just marketers who are dealing with some interesting things, 327 00:20:22.420 --> 00:20:26.380 but you never know what their spouse or their significant other, their kids, 328 00:20:26.380 --> 00:20:29.819 their relatives are dealing with. Now is a time to serve and I 329 00:20:29.819 --> 00:20:32.940 think it goes back to, you know, that podcast episode that I mentioned. 330 00:20:33.299 --> 00:20:37.450 I definitely encourage people to check out the CRAIGRO shell leadership podcast. That 331 00:20:37.569 --> 00:20:41.369 episode was called leadership through crisis and one of the things he talked about was, 332 00:20:41.769 --> 00:20:45.690 you know, crisis and challenges pose, you know, unforeseen obstacles, 333 00:20:45.809 --> 00:20:52.359 but they also present unprecedented opportunities. Again, not to be opportunistic, and 334 00:20:52.480 --> 00:20:56.480 not every one of those opportunities is simply financially or revenue motivated. But for 335 00:20:56.640 --> 00:21:00.119 those of us it's not a time to shrink back and Oh, we're not 336 00:21:00.160 --> 00:21:03.039 going to market, we're not going to put out content. We need to 337 00:21:03.200 --> 00:21:08.910 just adjust it for the times and really focus with that servant mentality and I 338 00:21:10.029 --> 00:21:12.509 think will be better served and will serve our audiences better. Kaitlyn, I 339 00:21:12.549 --> 00:21:15.710 feel like you and I could could talk all day. For the sake of 340 00:21:15.829 --> 00:21:18.619 time, I'm going to go ahead and wrap things up today. For folks 341 00:21:18.619 --> 00:21:22.059 who have enjoyed this conversation as much as I have, what's the best way 342 00:21:22.059 --> 00:21:26.299 for them to stay connected with you or learn more about what you and the 343 00:21:26.339 --> 00:21:29.099 team at Tack Tyler Up to? Yeah, absolutely. I mean feel free 344 00:21:29.140 --> 00:21:32.890 to reach out to me on Linkedin. It's Kaitlyn with a sea rice on 345 00:21:33.049 --> 00:21:36.569 Linkedin, and I'm with tactile and tactiles, with a q so tactile with 346 00:21:36.650 --> 00:21:38.730 the qcom, and we're also on Linkedin and twitter. But would love to 347 00:21:38.769 --> 00:21:42.250 hear from you if you want more inflower, want to talk about some out 348 00:21:42.289 --> 00:21:47.480 of the box ideas also can reach out to info it tap. Howcom about 349 00:21:47.480 --> 00:21:49.640 Kaitlyn? Thank you so much for coming on the show today. No problem. 350 00:21:49.640 --> 00:21:56.240 Thanks, Logan. I hate it when podcasts incessantly ask their listeners for 351 00:21:56.400 --> 00:22:00.319 reviews, but I get why they do it, because reviews are enormously helpful 352 00:22:00.319 --> 00:22:03.430 when you're trying to grow a podcast audience. So here's what we decided to 353 00:22:03.470 --> 00:22:07.750 do. If you leave a review for me to be growth and apple podcasts 354 00:22:07.990 --> 00:22:11.150 and email me a screenshot of the review to James at Sweet Fish Mediacom, 355 00:22:11.470 --> 00:22:15.779 I'll send you a signed copy of my new book, content based networking, 356 00:22:15.059 --> 00:22:18.460 how to instantly connect with anyone you want to know. We get a review, 357 00:22:18.460 --> 00:22:21.619 you get a free book. We both win.
