Transcript
WEBVTT
1
00:00:05.280 --> 00:00:09.470
Welcome back to another episode of BB
growth. I'm Dan Sanchez with sweetish media,
2
00:00:09.550 --> 00:00:13.310
and today I'm joining with Ryan Brown, who's the head of brand strategy
3
00:00:13.390 --> 00:00:16.469
at Saros. How you doing today, ran? I'm doing great. How
4
00:00:16.469 --> 00:00:20.149
are you doing then? I'm doing
well. Thanks for taking some time to
5
00:00:20.190 --> 00:00:23.500
be on the show. Today we're
going to be talking about five ways be
6
00:00:23.660 --> 00:00:28.940
tob marketers can improve their digital experiences. But before we get into the topic,
7
00:00:28.980 --> 00:00:31.620
Ryan, can you tell us a
little bit about what you in the
8
00:00:31.620 --> 00:00:34.500
Siro's team has been up to today, like what are you guys working on?
9
00:00:35.219 --> 00:00:38.369
Yeah, I mean a couple things
that are fundamental. So us is
10
00:00:38.490 --> 00:00:41.929
one. We've been at this digital
experience thing for a while and we kind
11
00:00:41.969 --> 00:00:44.770
of take a slightly different viewpoint out
it. I feel like, I joke
12
00:00:44.969 --> 00:00:48.850
when I go to different conferences of
events like experiences, it also feels like
13
00:00:48.850 --> 00:00:51.600
a buzzword. I actually think it's
something I believe deeply and passionately in,
14
00:00:51.640 --> 00:00:55.679
but everyone's throwing around experience today.
But it's something that we care about deeply
15
00:00:55.759 --> 00:00:58.679
and I know we'll talk a little
bit more about sort of how we view
16
00:00:58.840 --> 00:01:00.799
that today and maybe differentiate it.
The other thing that we've been up to
17
00:01:02.000 --> 00:01:04.030
is for the as a company for
the past, you know, since we've
18
00:01:04.030 --> 00:01:07.750
existed, we've really have this mission
to unlock creativity. So how do we
19
00:01:07.870 --> 00:01:12.069
bring creativity to all businesses? Be
The BEBBC, doesn't matter really. What
20
00:01:12.230 --> 00:01:15.430
wanted to do is inspire in arm
people with the tools that they can bring
21
00:01:15.590 --> 00:01:21.180
that into their approach of digital marketing. So I find digital experience to be
22
00:01:21.219 --> 00:01:23.579
kind of like a broad term like
that could just mean so many different things.
23
00:01:23.659 --> 00:01:26.900
It's digital and digitals is huge category, and then experience can be so
24
00:01:27.620 --> 00:01:32.819
loose. But like how do you
define digital experience, especially for for be
25
00:01:32.930 --> 00:01:37.250
tob brands? Yeah, I mean
what's interesting is like anything and everything in
26
00:01:37.530 --> 00:01:41.129
life can be an experience, like
by definitions, anything that you've lived through,
27
00:01:41.129 --> 00:01:46.290
undergone, you know, in a
selfconvene experience. So every company has
28
00:01:46.530 --> 00:01:49.079
a digital experience, whether they created
or not. You know that. That's
29
00:01:49.159 --> 00:01:52.040
the crux of it. You know, what I want to talk about today
30
00:01:52.079 --> 00:01:56.719
is how companies can actually architect and
engineer the experiences that they created. So
31
00:01:56.840 --> 00:02:00.000
when I think about digital experience,
you can think about it in also two
32
00:02:00.040 --> 00:02:01.510
different ways. You've got companies which
are saying hey, you need to have
33
00:02:01.590 --> 00:02:07.669
a better digital experience and that might
mean streamlining or personalizing or making things better,
34
00:02:08.229 --> 00:02:10.750
and I think that's important. In
there's a lot of things that people
35
00:02:10.789 --> 00:02:14.509
need to do on websites and stuff
that are transactional. But a lot of
36
00:02:14.590 --> 00:02:17.219
times when we're interacting with a company
or brand with their marketing, it might
37
00:02:17.259 --> 00:02:22.300
be at any stage of the relationship, we have an opportunity to create that
38
00:02:22.460 --> 00:02:24.500
experience in the same way. If
you were to, you know, be
39
00:02:24.620 --> 00:02:27.740
to BBC again, doesn't really matter, but if you were to go to
40
00:02:27.860 --> 00:02:30.770
an office or step into a retail
store, what is that experience when you
41
00:02:30.770 --> 00:02:34.009
go inside there? I know when
you come to our office, you know
42
00:02:34.090 --> 00:02:36.810
we want our guests to think and
feel a certain things. So like,
43
00:02:36.889 --> 00:02:38.810
what does it look like? How
are you greeted? Where do we have
44
00:02:38.889 --> 00:02:42.409
you sit? You can think the
same way in the digital space. That
45
00:02:42.530 --> 00:02:46.000
key moments when you're interacting with someone
in digital experience. So that's the kind
46
00:02:46.000 --> 00:02:50.360
of thinking I try to get marketers
to think about. Is there's a differentiation
47
00:02:50.599 --> 00:02:53.080
from the experience that already happens,
the experience that is like nice to have
48
00:02:53.680 --> 00:02:59.270
to how can I actually like engineer
and architect experiences for my customers, of
49
00:02:59.310 --> 00:03:01.909
my clients, my prospects. Yeah, it's so funny because I think BTC
50
00:03:02.110 --> 00:03:06.909
certainly leads with like experience, like
how do they want people to feel?
51
00:03:07.030 --> 00:03:09.469
If you're building a restaurant, you
want the ambience to be just right,
52
00:03:09.509 --> 00:03:13.699
but we often don't think about that
in terms of our digital marketing. How
53
00:03:13.699 --> 00:03:16.379
do we want people to feel from
this social post or the website or the
54
00:03:16.460 --> 00:03:21.219
mix of the two? And it's
certainly something that's even probably less thought about
55
00:03:21.219 --> 00:03:23.860
in the be tob space. But
tell me a little bit more, like
56
00:03:23.139 --> 00:03:27.060
is that what you see going across
in be to be marketing? Do you
57
00:03:27.169 --> 00:03:30.729
find that a lot of companies are
thinking about experience or where do you kind
58
00:03:30.770 --> 00:03:34.009
of like see the current state to
be to be marketing being in like this
59
00:03:34.090 --> 00:03:38.009
style thinking? Yeah, I think
that's where there's tremendous amount of opportunities.
60
00:03:38.050 --> 00:03:42.039
And you kind of mentioned it there
with a restaurant. If you just stand
61
00:03:42.120 --> 00:03:44.520
think for a minute of all the
times you'd ever eat at a restaurant in
62
00:03:44.560 --> 00:03:47.039
your life. Probably hundreds to thousands
of times, right, but think of
63
00:03:47.120 --> 00:03:51.879
the ones that stand out to you, that come to mind instantaneously. More
64
00:03:51.960 --> 00:03:53.919
likely there's are going to be the
ones that made you feel something right and
65
00:03:53.960 --> 00:03:58.669
they're going to typically fall in it
a spectrum of either really really good or
66
00:03:58.750 --> 00:04:00.310
really really bad, and those are
the ones that are memorable, that you
67
00:04:00.430 --> 00:04:04.349
connect to. Same as true for
all experiences and all things that we have
68
00:04:04.509 --> 00:04:08.310
in the same can go to be
to be marketers in the digital space.
69
00:04:08.349 --> 00:04:11.939
Right. So if you think about
how many websites and companies that are you,
70
00:04:12.259 --> 00:04:14.900
digital websites, are content are you
on in today? How much of
71
00:04:15.020 --> 00:04:17.220
that you do you remember? It's
either usually going to be the really really
72
00:04:17.259 --> 00:04:20.259
good ones are the really really bad
ones, and I think that's the tremendous
73
00:04:20.259 --> 00:04:24.370
opportunity that exists within be to be
marketing. A lot of it is because
74
00:04:25.050 --> 00:04:28.810
people haven't thought about, how do
I engineer this to create emotion or connected
75
00:04:28.930 --> 00:04:33.089
people. So that's simple little idea
of how we as human interact and I
76
00:04:33.170 --> 00:04:35.290
know a lot of times in need
to be versus be to see like,
77
00:04:35.370 --> 00:04:40.360
oh no, that's much more like
consumer sort of focus marketing. But the
78
00:04:40.519 --> 00:04:43.439
people that are, you know,
in the B tob space that you're marketing
79
00:04:43.560 --> 00:04:46.199
to are the same people that are
going to go to the restaurants and get
80
00:04:46.240 --> 00:04:48.519
those consumer thing. So it's tapping
into, I think, that very humanity
81
00:04:48.680 --> 00:04:51.759
part of all of us and whatever
marketing that you do to stand out and
82
00:04:51.759 --> 00:04:55.310
kind of connect with someone, and
that that's what I think is really,
83
00:04:55.350 --> 00:04:59.550
really exciting in a huge opportunity in
the in the BP space. I think
84
00:04:59.550 --> 00:05:01.550
we kn always need reminders. Even
as a BDB marketer myself, have to
85
00:05:01.589 --> 00:05:05.470
constantly remind myself like Oh, like, I'm keeping the goal of what I
86
00:05:05.550 --> 00:05:10.220
want them to do in mind and
that kind of becomes the lens of which
87
00:05:10.220 --> 00:05:15.100
I'm creating my my my website,
my social post and my ads through,
88
00:05:15.500 --> 00:05:17.500
but often forget like oh wait,
like how do I want them to feel?
89
00:05:18.379 --> 00:05:23.290
How do I want them to feel
afterwards? Beyond me trying to be
90
00:05:23.370 --> 00:05:25.290
like Oh, how do I get
in their head to get them to click,
91
00:05:25.850 --> 00:05:29.089
that's usually the lens that I'm looking
through it. So it's interesting to
92
00:05:29.170 --> 00:05:30.769
think, like how do I want
them to feel? I don't want them
93
00:05:30.810 --> 00:05:33.209
to experience it along the way.
It's that we're building some know, some
94
00:05:33.290 --> 00:05:38.120
synergy as they go through the whole
thing. So what are some be tob
95
00:05:38.279 --> 00:05:42.279
brands that you feel like are like
doing really well and creating a digital experience.
96
00:05:42.480 --> 00:05:46.199
They're not only getting people to Click
through their their marketing, but they're
97
00:05:46.199 --> 00:05:49.910
actually creating an a great experience along
the way. You know, the the
98
00:05:50.149 --> 00:05:53.829
the examples. I'm in a reference
and I'll be a to speak to them
99
00:05:53.870 --> 00:05:57.430
because I do know firsthand and some
of the people have connected with it's funny.
100
00:05:57.470 --> 00:06:00.790
There's some big organizations that are huge
and there be to be marketing spans
101
00:06:00.430 --> 00:06:04.259
massive amounts, right. So,
but what I might be helpful for your
102
00:06:04.300 --> 00:06:08.779
listeners is some tansible stories. Are
examples that I can share. A few
103
00:06:09.019 --> 00:06:12.139
clients that I've worked with are brands
that I've been able to sort of interact
104
00:06:12.180 --> 00:06:15.100
with, you know. So one
of them that I'll just share, which
105
00:06:15.660 --> 00:06:18.089
I think is a really great example
of a transformation story. Right, a
106
00:06:18.250 --> 00:06:21.649
company who has done me to be
marketing for a while and the leader of
107
00:06:21.850 --> 00:06:26.569
that company, so the company's Car
Garous, the specifically on the B Tob
108
00:06:26.689 --> 00:06:29.970
side of car grew. So for
that, for them it was the car
109
00:06:30.050 --> 00:06:34.079
dealers that they're trying to bring on
to the car platform. And the head
110
00:06:34.319 --> 00:06:39.120
of BB marketing at car grew,
she came from sort of the consumer side.
111
00:06:39.199 --> 00:06:42.399
She was at General Mills and worked
on you play and had that sort
112
00:06:42.439 --> 00:06:45.639
of consumer focus brand. But as
soon as she stepped into the B tob
113
00:06:45.759 --> 00:06:47.629
space, it's as what we all
know is sort of key metrics, right,
114
00:06:47.709 --> 00:06:50.589
how am I driving? Leads and
revenue, all those different things.
115
00:06:51.470 --> 00:06:55.550
So what I find to be really
fascinating about then, is they had this
116
00:06:55.709 --> 00:06:59.790
workhorse of a PDF. I think
many beauty companies have like a Workworth PDF,
117
00:06:59.910 --> 00:07:03.420
right, and for them this this
pdf was all about understanding the digital
118
00:07:03.579 --> 00:07:08.060
car buyer. So, you know, for them has a platform which helps
119
00:07:08.100 --> 00:07:12.540
these dealers sell their cars. This
was like the gold that car dealers were
120
00:07:12.579 --> 00:07:16.050
searching for. And you know,
as they took that piece of content,
121
00:07:16.370 --> 00:07:19.730
you know, one of the things
I think will maybe be helpful for me
122
00:07:19.810 --> 00:07:25.329
just to explain to listeners as well, is they transform that from a static
123
00:07:25.410 --> 00:07:29.370
content and what I would consider a
piece of experiential content. And it's really
124
00:07:29.370 --> 00:07:31.879
about how do they bring it to
life? And and maybe I realize which
125
00:07:31.920 --> 00:07:35.560
would be helpful to clarify, is
the way I think about content isn't five
126
00:07:35.639 --> 00:07:40.560
different levels and I think most be
tob marketers are super comfortable in the first
127
00:07:40.560 --> 00:07:43.800
three levels, which for me are
the first one is the content in the
128
00:07:43.920 --> 00:07:46.350
copy text. What are the words
with the things that it's say level number
129
00:07:46.350 --> 00:07:49.470
two of the visuals, do you
have images or things are embedded into it?
130
00:07:50.029 --> 00:07:55.829
And level three would be the things
that we integrate into it. Most
131
00:07:55.910 --> 00:08:00.139
commonly are marketing automation platform. Are
you having a CTA or generating leads,
132
00:08:00.139 --> 00:08:03.500
or maybe you're even embedding like a
Google maps of where your office is located
133
00:08:03.540 --> 00:08:09.300
or whatnot. The next two levels, I think, are what transform content
134
00:08:09.379 --> 00:08:13.250
into things that unlock the experiential sort
of component of it. And the next
135
00:08:13.290 --> 00:08:18.050
level is interactivity, right. So
how do you use interactivity in a document,
136
00:08:18.170 --> 00:08:22.490
whether that be to gamify it,
choose your own adventure of things that
137
00:08:22.569 --> 00:08:24.850
you can click on it and exp
you know, open and expand. And
138
00:08:24.930 --> 00:08:28.199
then the fifth level, which I
call is like the immersion level, and
139
00:08:28.399 --> 00:08:33.440
that is how do you use the
fact that we're viewing this digital marketing content
140
00:08:33.559 --> 00:08:37.600
on phones or different devices that allow
you to do things like animations, integrate
141
00:08:37.759 --> 00:08:41.309
sound, allow you to operate content
on different layers so you can have things
142
00:08:41.470 --> 00:08:45.750
moving and passing. And when you
add that sort of immersive element with the
143
00:08:45.789 --> 00:08:48.389
interactive element on top of the copy
in the visuals and integrated, you get
144
00:08:48.470 --> 00:08:52.990
all of these different things that you
can play with. So sorry for that
145
00:08:52.029 --> 00:08:54.629
a little bit along when a detour, but that's what cargoos did, is
146
00:08:54.669 --> 00:08:58.899
they shifted from this pdf and they
said, hey, we're going to see
147
00:08:58.899 --> 00:09:01.379
if we can't unlock this and make
it a bit more experiential and they took
148
00:09:01.379 --> 00:09:05.899
that same content reimagine it, though, by building in these interactive touch points
149
00:09:05.940 --> 00:09:09.929
where we're a car dealer can click
and engage with the content and unfolded.
150
00:09:11.289 --> 00:09:13.730
And the same thing, the story
started to unfold before their eyes as they
151
00:09:13.769 --> 00:09:18.450
started using animations in different things to
just kind of make it much more visual
152
00:09:18.490 --> 00:09:22.049
and engaging, and they found that
that piece of content just blew out it
153
00:09:22.169 --> 00:09:26.720
like to x the leads and the
revenue that they drew drove from it,
154
00:09:26.799 --> 00:09:31.519
and it wasn't necessarily a content change
in the content itself. It was fundamentally
155
00:09:31.519 --> 00:09:35.480
a change in the experience that they
created for it. Hey, everybody,
156
00:09:35.679 --> 00:09:39.870
logan the sweet fish here. You
probably already know that we think you should
157
00:09:39.870 --> 00:09:43.269
start a podcast if you haven't already. But what if you have and you're
158
00:09:43.269 --> 00:09:48.950
asking these kinds of questions? How
much has our podcast impacted revenue? This
159
00:09:48.029 --> 00:09:52.580
year. How is our sales team
actually leveraging the PODCAST content? If you
160
00:09:52.659 --> 00:09:58.019
can't answer these questions, you're actually
not alone. This is why I cast
161
00:09:58.100 --> 00:10:03.500
it created the very first content marketing
platform made specifically for be tob podcasting.
162
00:10:03.019 --> 00:10:09.809
Now you can more easily search and
share your audio content while getting greater visibility
163
00:10:09.970 --> 00:10:15.289
into the impact of your podcast.
The marketing teams at drift terminus and here
164
00:10:15.330 --> 00:10:18.929
at sweet fish have started using casted
to get more value out of our podcasts,
165
00:10:20.129 --> 00:10:22.720
and you probably can to. You
can check out the product in action
166
00:10:22.840 --> 00:10:31.519
and casted dot US growth. That's
sea St Ed dot US growth. All
167
00:10:31.519 --> 00:10:37.350
right, let's get back to the
show man. I love the five steps
168
00:10:37.389 --> 00:10:41.750
you gave. Those are we're super
helpful. I broke it down. It's
169
00:10:41.870 --> 00:10:46.590
like text and content, visuals,
kind of widgets, an automation that add
170
00:10:46.629 --> 00:10:50.700
a little bit of extra help.
Interactivity, as in, like I think
171
00:10:50.700 --> 00:10:52.299
they two examples of game, where
like game offying it or choosing your own
172
00:10:52.299 --> 00:10:56.659
adventure, and the last one was
immersion, or having like a deep sense
173
00:10:56.700 --> 00:11:00.779
of like animation, sound designed and
interactive pieces that kind of work and play
174
00:11:00.860 --> 00:11:03.980
together. Man, those are those
are powerful. I'm going to bring that
175
00:11:03.059 --> 00:11:07.730
level of thinking and start even thinking
through some of our own things at sweetfish.
176
00:11:07.809 --> 00:11:09.289
We have gone on like what level
is this at and can we what
177
00:11:09.409 --> 00:11:13.049
can we do to get it maybe
up a level, maybe two, if
178
00:11:13.090 --> 00:11:16.730
it's really if it's really an important
piece of our website, how can we
179
00:11:16.730 --> 00:11:20.159
make it a little bit more immersive
so that's get their Dana's? I think
180
00:11:20.200 --> 00:11:22.720
the crux of the idea that I
find like that I just saw sort of
181
00:11:22.799 --> 00:11:26.600
in your in your eyes too,
is a lot of marketers, when they
182
00:11:26.639 --> 00:11:28.440
think about how I approached my marketing
in the content, is like, oh,
183
00:11:28.679 --> 00:11:31.080
is it going to be a blog
post or a Webinar or a new
184
00:11:31.159 --> 00:11:35.149
page on my cms or whatever,
and it they get pretty prescriptive in it.
185
00:11:35.350 --> 00:11:37.710
But with that, when you're cool, when I like, I can
186
00:11:37.789 --> 00:11:41.029
start playing with these other levels and
elements to it and you can take a
187
00:11:41.070 --> 00:11:45.309
step back the things that you can
build and create even with the same content,
188
00:11:45.389 --> 00:11:48.139
but get to play with it.
I think is what's really, really
189
00:11:48.259 --> 00:11:52.740
exciting. Yeah, absolutely, and
while it might be difficult to game a
190
00:11:52.820 --> 00:11:56.539
five things because, well, game
designs no easy task and choosing your own
191
00:11:56.539 --> 00:12:00.100
adventure creates I don't know. I
mean now you have a lot of pathways
192
00:12:00.139 --> 00:12:03.690
you have to consider and build for. But if the if that piece like
193
00:12:03.809 --> 00:12:07.850
that, like car Greo's had that
Pe pdf, that was a highly like
194
00:12:09.090 --> 00:12:11.289
just a really pivoting point in their
company, that one piece of content,
195
00:12:11.370 --> 00:12:15.960
it was really important. It's worth
going back and doubling down on it and
196
00:12:16.120 --> 00:12:20.320
investing more into it, knowing that
it's such a highly touched piece, to
197
00:12:20.440 --> 00:12:24.120
be able to go and make it
that much more meaningful and immersive, and
198
00:12:24.279 --> 00:12:26.840
then it's not a wasted effort totally. And I'm sorry to interrupt you,
199
00:12:26.919 --> 00:12:30.909
but I think the thing that I
would I just get so at fast and
200
00:12:31.070 --> 00:12:33.389
excited over the but I think the
thing I would say to is for a
201
00:12:33.470 --> 00:12:35.590
lot of folks, and a lot
of you to be markets like, Oh
202
00:12:35.629 --> 00:12:39.429
wow, that sounds exciting to that
sounds like a lot of work and I
203
00:12:39.509 --> 00:12:41.950
actually think there's simple ways that doesn't
need to be so if you just take
204
00:12:41.990 --> 00:12:46.539
about choose your own adventure rather than
thinking entirely like the video game. Let's
205
00:12:46.539 --> 00:12:52.100
say you have a blog post and
you wanted to have five different recipes and
206
00:12:52.220 --> 00:12:56.379
instead of listing like five new cool
recipes for the summer, instead what you
207
00:12:56.419 --> 00:12:58.610
do is you have a short quiz. You know who is your kitchen God
208
00:12:58.649 --> 00:13:01.690
or goddess. You select one,
you have five minutes or less. You
209
00:13:01.730 --> 00:13:05.090
know more than five minutes, lesson
five minutes, and then suddenly you can
210
00:13:05.210 --> 00:13:07.970
select the recipe that makes sense for
you. So it can be simple little
211
00:13:09.210 --> 00:13:11.090
things like that, so it doesn't
have to be super complex or game design.
212
00:13:11.090 --> 00:13:15.399
And same sort of thing with with
immersion stuff up as well. It's
213
00:13:15.519 --> 00:13:20.000
just about breaking down. You know, if we are telling the story about
214
00:13:20.000 --> 00:13:24.039
how we're building a rocket that you
know for spacex to the Moon, are
215
00:13:24.080 --> 00:13:28.190
there subtle different points in that journey
that we can just help people understand what
216
00:13:28.350 --> 00:13:31.590
that journey, that process, is
like by animating in whether it beat the
217
00:13:31.629 --> 00:13:35.909
stars or the rocket or the engine. That just help people feel that connection
218
00:13:35.190 --> 00:13:37.549
to what it is that you're trying
to bring to life and share with them.
219
00:13:37.590 --> 00:13:41.700
Yeah, I'm almost like wanting to
go back and start cataloging like our
220
00:13:41.820 --> 00:13:46.019
what are all the ways in the
past people have made things interactive, and
221
00:13:46.100 --> 00:13:50.019
I'm sure there's people in that new
ways in the future. And then when
222
00:13:50.059 --> 00:13:52.100
it comes to our IMERSION, I'm
like, well, I mean you could
223
00:13:52.100 --> 00:13:54.419
just go to the awards, you
know, the Web Design Award website.
224
00:13:56.129 --> 00:13:58.129
Those are all like the most immersive
websites I've ever seen in my life.
225
00:13:58.129 --> 00:14:01.370
Right. It's awards with three W's, I think, in their word award.
226
00:14:01.610 --> 00:14:05.129
I think it'Scom off the check,
but we'll put it in the show
227
00:14:05.129 --> 00:14:07.649
notes either way if you want to
see immersive websites and what that might look
228
00:14:07.649 --> 00:14:13.240
like. So there's a lot of
be tob marketers listening to this. What
229
00:14:13.320 --> 00:14:18.320
are some steps they can take in
order to improve their own digital experience in
230
00:14:18.360 --> 00:14:20.720
the marketing they're putting together right now? Like what are some solid steps they
231
00:14:20.720 --> 00:14:24.110
can take this week or this month
that gets started? Yeah, it's a
232
00:14:24.190 --> 00:14:30.149
couple different things and one my first
advice or tip would be is one just
233
00:14:30.830 --> 00:14:33.389
to capture that mindset shift is so
when you sit down to think about the
234
00:14:35.110 --> 00:14:39.700
thing that you need to create from
a marketing perspective, don't necessarily just default
235
00:14:39.779 --> 00:14:41.820
to like writing at it's like you
want to go in and you almost want
236
00:14:43.059 --> 00:14:45.700
like relight. You know, like
what is this blog post or this written
237
00:14:45.740 --> 00:14:48.139
thing going to be? And if
you can have yourself just in your head
238
00:14:48.220 --> 00:14:52.659
say what, how I do?
I want to create for right. So
239
00:14:52.779 --> 00:14:58.210
it's set of right act to create
for and opens up that possibility of well,
240
00:14:58.250 --> 00:15:00.809
what is the best possible purpose for
this, rather than just thing,
241
00:15:00.809 --> 00:15:03.090
I need another blog post? Maybe
the thing that you want to create is
242
00:15:03.169 --> 00:15:05.330
going to pull in a few of
those extra different levels. So I do
243
00:15:05.490 --> 00:15:09.639
find that trick of rather than seeing
them say okay, I'm writing at to
244
00:15:09.759 --> 00:15:13.240
create four, is a powerful different
way of sort of like starting in approaching
245
00:15:13.080 --> 00:15:16.399
you know. Another thing that a
number two I think would be for folks
246
00:15:16.600 --> 00:15:20.789
is I like to say, is
give creativity a seat at the table.
247
00:15:22.429 --> 00:15:24.830
What I've noticed and observed in a
lot of be to be marketing is they
248
00:15:24.870 --> 00:15:28.389
go and they put together and they
write the content and then there's another phase
249
00:15:28.429 --> 00:15:33.110
afterward, which is the designer.
That make it pretty phase. And I
250
00:15:33.190 --> 00:15:37.820
think when we start thinking about the
opportunities to play with interactivity and immersion is
251
00:15:37.179 --> 00:15:41.019
you can give creativity a seat at
the table earlier now, whether that's actually
252
00:15:41.179 --> 00:15:46.299
inviting in your design or earlier into
the process or bringing in a process that
253
00:15:46.460 --> 00:15:52.169
invites, you know, ideation or
brainstorming earlier on the process around creating for
254
00:15:52.850 --> 00:15:56.169
but the idea of giving creativity a
seat at the table and not just making
255
00:15:56.210 --> 00:15:58.529
it like a design after thought where
I ship this off and kind of make
256
00:15:58.570 --> 00:16:03.250
it pretty from there and solute.
You know, number three, I talked
257
00:16:03.250 --> 00:16:06.799
about this a little bit before at
the beginning of it, but it is
258
00:16:06.960 --> 00:16:11.240
being the architect of your digital brand
experience. And so experience, as we
259
00:16:11.320 --> 00:16:15.080
sort of mentioned, happens whether you
create it or not. You know,
260
00:16:15.480 --> 00:16:19.309
experience is something that everyone will happen. I encourage be to be marketers,
261
00:16:19.750 --> 00:16:22.389
to take the bull by the horns
and actually say, hey, I want
262
00:16:22.389 --> 00:16:26.789
to architect my experience. And what
I would encourage them to do is think
263
00:16:26.830 --> 00:16:30.429
about the key touch points. Right
maybe that moment you're going to send someone
264
00:16:30.710 --> 00:16:36.740
a proposal for business services, that
is a huge, critical moment in the
265
00:16:36.820 --> 00:16:41.179
relationship. In a great opportunity to
think about creating experience or making the content
266
00:16:41.299 --> 00:16:45.259
that you use, a service,
that interaction more experiential. But there's different
267
00:16:45.259 --> 00:16:48.610
touchpoints along that way. It might
be a high value PDS asset at the
268
00:16:48.690 --> 00:16:52.330
top of the funnel approach. It
might be a key moment when you're trying
269
00:16:52.370 --> 00:16:56.730
to you know, if you're a
BB business that has customers you're trying to
270
00:16:56.769 --> 00:17:00.049
reengage or renew, you might want
to renew them. So look at those
271
00:17:00.129 --> 00:17:03.440
touch points first, and then from
there you can expand outward and look for
272
00:17:03.480 --> 00:17:10.119
other opportunities. My fourth advice would
be, I think, what we as
273
00:17:10.119 --> 00:17:12.240
all digital marketers and be to be
marketers today, like we need to make
274
00:17:12.279 --> 00:17:17.630
sure everything you need to personalize and
well. I think that is is helpful
275
00:17:17.630 --> 00:17:22.190
advice. My might tip here is
not just personalized but personable, and that's,
276
00:17:22.309 --> 00:17:25.390
I think, getting back to what
we've already talked about, is the
277
00:17:25.470 --> 00:17:30.700
emotional connection side of things. So, just because I am someone who is
278
00:17:30.779 --> 00:17:33.140
more of a dog person than a
cat person, if you are personalizing it
279
00:17:33.220 --> 00:17:36.740
for me, you might show me
more dog content because you know that I
280
00:17:36.859 --> 00:17:40.019
like that. That's great, but
if all the dog content you're showing me
281
00:17:40.180 --> 00:17:44.259
as a bunch of pdf where you
could be showing me content that's bringing to
282
00:17:44.410 --> 00:17:48.849
life the story of dogs and gamifying
and let me choose man adventure. That's
283
00:17:48.930 --> 00:17:51.930
the difference between, I think,
just personalizing or making a more personal and
284
00:17:52.049 --> 00:17:56.410
making that content more connect with us
at a personal level, at a human
285
00:17:56.410 --> 00:18:00.720
level. And the last number five
piece of advice that I would offer to
286
00:18:00.839 --> 00:18:07.319
someone is is avoid mediocre, avoid
mediocrity. I think there's this pull towards
287
00:18:07.359 --> 00:18:11.079
the mediocre middle which is within I
think. I think it's acceptable within me
288
00:18:11.160 --> 00:18:14.829
to be marketing. Is We all
kind of resource. Where the best practice
289
00:18:14.950 --> 00:18:15.349
is? What are the things going
to be? Oh, right now,
290
00:18:15.349 --> 00:18:18.950
we're all doing ABM. This is
the thing that we need to be doing,
291
00:18:18.230 --> 00:18:25.230
and I think greatness lies in those
that are willing to break out and
292
00:18:25.349 --> 00:18:29.180
try new things. And if the
death if right, I'm to go in
293
00:18:29.259 --> 00:18:32.019
incenter. Whatever the definition of a
fanity is to be doing the same thing
294
00:18:32.059 --> 00:18:34.339
and expect different results. I do
feel like a little bit within be tob
295
00:18:34.460 --> 00:18:37.500
marketing, it is susceptible for people
to be like, Hey, this is
296
00:18:37.579 --> 00:18:41.609
how you do need to be marketing, this is the formula for digital marketing
297
00:18:41.089 --> 00:18:45.650
and I think when you apply creativity, imagination, human connection these things,
298
00:18:45.970 --> 00:18:49.450
you're able to actually break outside.
And, let's face if there's a lot
299
00:18:49.490 --> 00:18:55.170
of noise and clutter today in the
Bob Digital Marketing Space, getting your brand
300
00:18:55.210 --> 00:18:57.839
to stand out and have a connection
on people is gonna set it apart and
301
00:18:57.880 --> 00:19:02.559
when companies have done that, the
results are just phenomenal. Yeah, I
302
00:19:02.720 --> 00:19:07.319
find best practice is often just masquerading
as a horror. It's really pulled ignorance
303
00:19:07.519 --> 00:19:11.390
masquerading as best practices. We're not
even sure why, but we're just trained
304
00:19:11.470 --> 00:19:15.869
playing the safe road by doing what
everybody else is doing. And every once
305
00:19:15.910 --> 00:19:18.390
in a while you got to branch
out there and try different things, be
306
00:19:18.630 --> 00:19:22.869
creative, do something shockingly different.
I like one of my co workers recently
307
00:19:23.150 --> 00:19:29.180
he's going to start publishing his sales
calls as content from his course recordings.
308
00:19:29.259 --> 00:19:32.140
He's like, why not? Like
people are asking interesting questions, we're have
309
00:19:32.180 --> 00:19:34.660
an interesting dialogs. I'm going to
chop up a little parts and some sales
310
00:19:34.700 --> 00:19:38.369
people were like, heck no,
that's that's then people won't want to have
311
00:19:38.450 --> 00:19:41.930
sales calls with you. I'm like, well, what's the worst that can
312
00:19:41.970 --> 00:19:45.170
happen at like okay, maybe it
brings sales calls downs and we find out
313
00:19:45.210 --> 00:19:48.490
it doesn't work and it just gets
buried in the feed later. Will won't
314
00:19:48.529 --> 00:19:51.849
do it anymore. But you got
to take a risk to try different things,
315
00:19:52.089 --> 00:19:55.559
try different digital experiences. I think
I out of your list of five,
316
00:19:56.079 --> 00:20:00.160
just the first one of changing your
mindset and asking the question, like
317
00:20:00.440 --> 00:20:03.599
what do I want people to experience
with this thing that I'm working on right
318
00:20:03.599 --> 00:20:07.000
now, that thing you're working on
this week. Just sit back and ask
319
00:20:07.039 --> 00:20:10.630
that question. What do I want
people to experience when I interact with this
320
00:20:10.869 --> 00:20:12.390
thing? It might be an email, it might be it might be a
321
00:20:12.509 --> 00:20:15.910
flyer, it might be a social
media post, it might be a campaign
322
00:20:15.910 --> 00:20:19.109
that you're working on, but even
just asking that question starts to lead down
323
00:20:19.109 --> 00:20:25.619
different roads that I think could lead
to some really interesting just different types of
324
00:20:25.660 --> 00:20:27.180
activities to get you out of the
Rut that you might be in this week.
325
00:20:27.980 --> 00:20:33.339
Cool Man, I love how actionable
this was, how insightful to example
326
00:20:33.460 --> 00:20:37.130
was that you gave and even thinking
through through what this can be for so
327
00:20:37.210 --> 00:20:40.970
many be to be marketers out there
and honestly, just making all the be
328
00:20:41.089 --> 00:20:44.529
tob marketing just way more fun,
which is kind of the goal of sweet
329
00:20:44.569 --> 00:20:48.410
fish, for trying to make things
more fun and making the experience more enjoyable.
330
00:20:48.450 --> 00:20:51.559
As part of that, Ryan,
as people want to dig deeper into
331
00:20:51.599 --> 00:20:53.519
this, what's a good way for
them to get ahold of you, to
332
00:20:53.599 --> 00:20:57.000
learn more? Where can they find
you out there? Yeah, I love
333
00:20:57.079 --> 00:21:02.039
when people connected with me on Linkedin
also on twitter. I have the world's
334
00:21:02.079 --> 00:21:07.349
most common name right so looking for
me on twitter, underscore, Ryan ground,
335
00:21:07.349 --> 00:21:10.230
underscore out of throw that in even
years ago and I signed up.
336
00:21:10.630 --> 00:21:12.190
But yeah, those are probably the
two best places, as either on twitter
337
00:21:12.230 --> 00:21:17.029
or, just Ryan Brown, on
Linkedin as a great way. That's I
338
00:21:17.150 --> 00:21:21.779
love the people protectively have questions.
I'm happy to respond Perfect Ryan. Thank
339
00:21:21.779 --> 00:21:23.819
you so much for joining me on
this episode a BB growth. Thank you.
340
00:21:27.980 --> 00:21:32.740
Is the decisionmaker for your product or
service a bdb marketer? Are you
341
00:21:32.859 --> 00:21:37.210
looking to reach those buyers through the
medium of podcasting? Consider becoming a cohost
342
00:21:37.529 --> 00:21:42.049
of BB growth. This show is
consistently ranked as a top one hundred podcast
343
00:21:42.130 --> 00:21:45.730
in the marketing category of Apple Podcasts, and the show gets more than a
344
00:21:45.809 --> 00:21:51.960
hundred and thirtyzero downloads each month.
We've already done the work of building the
345
00:21:52.079 --> 00:21:56.839
audience, so you can focus on
delivering incredible content to our listeners. If
346
00:21:56.880 --> 00:22:00.240
you're interested, email logan at sweetfish
Mediacom.