Shows
The Heart Of Marketing127: Coca-Cola And The Future of the CMODid you hear the news? Coca-Cola has eliminated its chief marketing officer (CMO) and in its place, drum roll, please, John Gregory Olson! (Well, you're going to have to listen to what Coca-Cola is doing in the C-suite.) When you think about the role of the CMO, anyway, it's taking a beating. The average tenure for every big brand corporate CMO is, oh, about four years. They last less than a CEO these days. Think, too, about who reports up to the CMO. How about maybe 10 different departments and hundreds of employees in marketing in v...
2017-06-0126 minThe Heart Of Marketing125: Why Consider Social Listening Strategy & Some Tool Tips For YouIf you're merely sharing on social media and not clueing into social listening, then it's likely your brand isn't powered up on social channels. There are way too many users on each social media channel and it's impossible to listen in on all the conversations without some help. As John Gregory Olson and Jayme Soulati suggest in this episode of The Heart of Marketing, it's also important to know your objectives when you use social media. It's also important to better understand your customer so you can offer the right goods and services your customer is demanding...
2017-05-1623 minThe Heart Of Marketing124: IKEA Seizes Opportunity With Veggie Balls, More Food Items To Compete for CustomersVeggie balls at IKEA are a hot topic, so much so that the global retailer is putting more attention on its food menus to attract a growing market of folks who just come to IKEA to dine. Have you ever been to an IKEA, smack in the middle of nowhere to accommodate the massive warehouse and shopping experience people love to see and visit? Truly, it's not easy getting there, nor is it easy getting to the front doors depending on where you have to park. Imagine traipsing to IKEA just for dinner?! ...
2017-05-0815 minThe Heart Of Marketing123: Why This Email Worked And This One Didn'tThere's an art and science to email marketing, and today on The Heart of Marketing your #RockHot co-hosts Jayme Soulati and John Gregory Olson share a few back and forths about an email that did and an email that didn't. What does it take for you to open an email and read it until the end? Have you ever said, yes, I need to speak with this guy? Or, maybe mostly, it's delete, delete. John and Jayme have a few stories to tell as to why one of their experiences worked while the other not...
2017-05-0215 minThe Heart Of Marketing121: Ann Handley Talks Content Marketing StrategyWe are delighted to welcome Ann Handley to The Heart of Marketing today. She's interviewed by our also delightful co-host John Gregory Olson who is a self-professed "fan boy" of Ann and her work. Taken directly from her website: Ann Handley is a veteran of creating and managing digital content to build relationships for organizations and individuals. Ann is the author of the Wall Street Journal bestseller Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content (September 2014, Wiley) and co-author of the best-selling book on content marketing, Content Rules: How to Create Killer Blogs, P...
2017-04-1845 minThe Heart Of Marketing120: Will Video Kill Off Written Content?Jay Baer, no he's not our guest today and we're working on that, has been writing about the popularity of video in content marketing. He shares a really nice piece right here you need to read or view on the topic. Today, John Gregory Olson and Jayme Soulati take a stab at exploring the new onset of 'vlogs' or video blogs versus blogs or web logs. There is more video streaming happening on practically every platform, and there are more folks taking a spin in front of the camera to push content. Did you know...
2017-04-1123 minThe Heart Of Marketing119: How to Use Digital Media to Make In-Person Conferences More ValuableHeading to a social media conference this year? How about a conference in marketing, public relations, SEO, content, email, or whatever your vertical is? Conferences are indeed best practice for in-real-life branding. You show up and immediately someone recognizes your face because of your avatar on Twitter or a Facebook post. (It's the coolest thing.) So, you show up, you network, you make a connection and you hit the social media sphere and share what you're learning. We got the idea for this episode from a reporter in the Wall Street Journal who...
2017-04-0324 minThe Heart Of Marketing118: Workplace Culture – Five Things We All Need to Be Happy [with Maura Sweeney]She's the official Ambassador of Happiness with a Circle R after that, and we're so delighted to have Maura Sweeney on the show today. She rounds out the third episode in The Happiness Series on The Heart of Marketing, and what a way to finish...or start your happiness journey. Maura shares way too much sensory overload, so trust me when I tell you (this is Jayme Soulati with John Gregory Olson) that you're highly likely to listen to this episode twice. I've now listened to it four times, and I'm hearing things for the first time...
2017-03-2832 minThe Heart Of Marketing117: How to Create Happiness in the WorkplaceWe're in the second episode of The Happiness Series, and today John Gregory Olson and Jayme Soulati are discussing the definition of happiness. When you experience life at home, in the workplace or buzzing around the world, how do you comport your emotions? Laughter, mindfulness and happiness do contribute to a more healthful life. The Harvard Business Review did a cover story on 'The Value of Happiness, How Employee Well-Being Drives Profits," in January-February 2012. It also commissioned a happiness study, and we reference many of the findings in the study within this episode. ...
2017-03-2234 minThe Heart Of Marketing116: Happy Customers are Loyal Customers – the Economic Value of Happiness [Wharton Case Study]When Kembrel Jones joined the University of Pennsylvania's Wharton School of Business in 2008 as the new dean of students, he was charged with "lightening things up" at the stodgy elite business school. Essentially, the campus was a dull and boring place. The students weren't showing enough school pride, and there weren't enough programs to keep them happy. Administrators were actually peering down the road into the future knowing that alumni giving looked pretty bleak. Without happiness on campus, wallets would stay closed after graduation. Then along cam Kembrel Jones to bring in the...
2017-03-1417 minThe Heart Of Marketing115: Pros and Cons of Writing a Book to Build Your Personal BrandEver wonder whether you should write a book and if that's a good idea? In this mini (we try to make it a shortie), John Gregory Olson and Jayme Soulati share some solid reasons why you ought to write a book for instant cred, the experience, and the knowledge that it could lead to, well, leads. Because Amazon Createspace has made it easier to self-publish a book, many are doing just that, but the work isn't done when that book is hot off the press. Book marketing is the most important aspect of...
2017-03-0624 minThe Heart Of Marketing114: Warby Parker and Shake Shack Use Technology to Make Customer Service Remarkable – and You Can Too!We've been doing a lot of talking about customer experience and often the stories we share are the ones we read. Today is no different as we grabbed a story from Fast Company to share with you the customer experience philosophies of Warby Parker and Union Square Hospitality Group (which owns Shake Shack, btw). Fast forward.... Jayme Soulati ponders during this episode while John Gregory Olson waxes and wanes about Neil Blumenthal of Warby Parker and Danny Meyer of Union Square Hospitality. Putting Customer Experience To Work Jayme is pondering because...
2017-02-2837 minThe Heart Of Marketing113: Love Your Customers and They Will Love Your Brand – Differentiating on Experience [Case Studies]Cultivate love? It's not an esoteric thing, and we can honestly say so because we swiped that phrase directly from Fast Company. We owe this podder to our favorite business publication for giving us this idea for an episode. How Brands Cultivate Love In the Fast Company story, three brands were interviewed. On today's show, we talk about two of them -- Casper and Soul Cycle. And, John Gregory Olson, co-host, shares his favorite story about Dutch Bros. cultivating love for its brand, too. When you listen, and it doesn't matter how large...
2017-02-2131 minThe Heart Of Marketing112: DIY Online Reputation Management – Strategy and Tactics [Case Study]Today's episode is all about how you ensure your online reputation stays positive. Jayme Soulati, our illustrious co-host tells all about how you can begin to DIY your page one Google presence with a bunch of tips. Here's the secret she uses -- Brand Yourself. You can enjoy a free or premium level services from this online reputation management platform, but Jayme recommends premium if you have a lot to solve. In this episode of The Heart of Marketing, Jayme shares a DIY case study for which she created a variety of assets, content, backlinks...
2017-02-1425 minThe Heart Of Marketing110: The Lost Art of the Handwritten NoteIn case you missed it, there is a mini renaissance happening. In our world ruled by emails, social media posts, text messages and emoji we are seeing a return of the handwritten note. Call it a mini-renaissance of analog communications to distinguish your brand in the digital world. In this episode we take a look at the resurgence of the simple handwritten note and how to use it to stand apart from your competition. Join us for a look at how going ‘old school’ gets you to the head of the marketing class.
2017-01-3118 minThe Heart Of Marketing109: A Guide to Better Writing Through Podcasting [Jayme Interviews John]This episode has a ton of casual banter that truly gets relevant to the topic today. John Gregory Olson is an incredible writer with a style and tone that is unique, special and engaging. Co-host Jayme Soulati has always known this about John, and she's consistently nudged him to consider becoming an author. After two full years of The Heart of Marketing, publishing weekly without skipping a beat, John Gregory Olson has finally agreed that becoming an author is where he wants to be and go. We talk about that decision, the podcasting...
2017-01-2428 minThe Heart Of Marketing108: Conversation Research and Social Media Marketing Strategy [with Jason Falls]You may have already been introduced to none other than Mr. Jason Falls, the Louisville-based guru of anything and everything digital marketing; however, in today's episode of The Heart of Marketing, we snare Jason unplugged. He's with Jayme Soulati (and John Gregory Olson), who leads Jason through a litany of topics on: The future of social media Can small companies compete with big brands on social The top 5 things you need to be present What is conversation research AND...what the heck is Holy Smokes Marketing?! Jason is an international speaker, influencer, and A-lister (because...
2017-01-1744 minThe Heart Of Marketing107: What’s the Smartest Way to Spend $10,000 on Marketing?Mini-episode alert! This is probably the shortest episode on The Heart of Marketing; yet, it's chock full of solid ideas for all sizes of company on how to spend $10,000. From Inc. magazine, we got this idea and decided to do our own brainstorm on how to spend $10K across the organization or just in our own marketing department. John Gregory Olson and Jayme Soulati proffer some ideas, and they may be ones you would consider or not. Do listen in because every business often puts its own doorstep last on the list of cash infusion...
2017-01-1014 minThe Heart Of Marketing105: How Scarcity Creates Buzz for Your Brand – Lessons Learned from Snapchat Spectacles LaunchYou know that company Snap Inc., formerly known as Snapchat? Well its campaign to launch Snap Spectacles is pure PR genius, and the textbooks will tell the tale time and time again. The beauty of scarcity and gamification is what made the launch of Snap Spectacles so sweet. With Snap Bots popping up with 24-hour notice in innocuous places, peeps were clamoring and racing and competing to sweep up multiples to keep, sell and laud over others unable to get in on the fun. In this episode of The Heart of Marketing, John Gregory Olson...
2016-12-2822 minThe Heart Of Marketing104: Understanding What Customers REALLY Want – Lessons Learned from Flawed Election PollsThe 2016 POTUS election created a firestorm among advertisers; so much so that the new whisper on the street is that advertisers are missing the mark. What's the mark, you might ask? Why, it's Middle America -- that mark! Advertisers have always targeted coastal elite as their consumer of choice. Those folks who walk Michigan Avenue, Rodeo Drive and 5th Avenue with disposable income for luxurious products, you know, all the gorgeous people who inhabit the nation's largest metropolises. Today? After the election that brought the U.S. Donald Trump? NOT SO MUCH.
2016-12-2030 minThe Heart Of Marketing101: Calling B.S. on Ad Tech – Why ‘People-Based Marketing’ is Not About People at AllMarketing is enduring a highly disrupted phase, and the confidence in its abilities is waning in the C-suite. This episode of The Heart of Marketing with John Gregory Olson and Jayme Soulati is a conversation about the current state of marketing oriented to the confusion of people-based marketing. It's not what you think! People are not the priority of people-based marketing; advertising dollars are. Advertising is struggling to keep its foothold of power, and many larger corporations are whining about the ad blockers and lack of attention by consumers. What does this mean...
2016-11-2926 minThe Heart Of Marketing100: Building a Trusted, Beloved Personal Brand [with Mark Schaefer] Getting to 100 anything, years, days, podcasts, pennies, and blog posts is a celebratory milestone we all have to commemorate. On The Heart of Marketing podcast, John Gregory Olson and Jayme Soulati are doing just that with a special, special guest Mark W. Schaefer, the international influencer, thought leader and digital marketing guru and author we so love. Mark shares his visionary thoughts about a variety of topics including: His new book coming in 2017 about 'being known,' a project he announced right here (!) and whether anyone can become known Discussion about what it means to be...
2016-11-2148 minThe Heart Of Marketing099: Podcasting Milestones – Strategies and Tactics for Producing 100 EpisodesPodcasting tips come pretty easy to The Heart of Marketing co-hosts John Gregory Olson and Jayme Soulati. In this episode, we take a look over our shoulders and remember our faves and how we got to this mile marker on our journey to 100. We've never skipped a beat; publishing weekly since Feb. 2015, and we're still going strong because we love what we do. Our bootstrap operation is still that. We don't have the funding to do a mass market appeal, so we rely on word-of-mouth marketing to take our show to wider audiences. We so...
2016-11-1526 minThe Heart Of Marketing097: Customer Loyalty – Creating ‘WOW’ Moments with a Simple ‘Thank You’In business today, gratitude is something oft forgotten and quite necessary. There are cultures very oriented to gift-giving as gratitude. We recognize the Chinese, Japanese and Koreans for example, and in this episode we share a story about professional tennis players who receive generous gifts from Asian fans. We also talk about the Twitter thank you, why gratitude is part of value and our 5 Pillars of Heart Marketing, and also about customer delight. In this (time stamp) month of giving thanks, John Gregory Olson and Jayme Soulati want to express sincerely how much we appreciate Y...
2016-11-0121 minThe Heart Of Marketing096: How to Spot the Perfect Leader for Your Marketing Team – Strategy, Creative, People SkillsDon’t get caught up in the opening today when Jayme Soulati goes squarely down the rabbit hole to the delight of John Gregory Olson who has to show his technical expertise by playing audio emojis every two minutes. Heh. Today is a volley where we lob a thought back and forth about traits of a marketing leader. John starts with Jayme’s favorite – strategy, planning, data, and analytics. Frankly, Jayme thinks he’s wrapping four traits into one. Each cohosts on The Heart of Marketing raise solid leadership qualities you need in your org...
2016-10-2529 minThe Heart Of Marketing095: Presentation Storytelling – What to Put on the Slides [John Interviews Jayme]That title is not really link bait because in this episode of The Heart of Marketing Jayme Soulati does speak about developing and writing a 10-minute presentation for an actual panel at SMI-Dayton, a new social media conference held in October 2016. When creating engaging and inspired content, it's important to remember the following tips: 1. Listen to the podcast (because it's a shortie as begets the length of the presentation Jayme developed). 2. Create a story, and that's what John Gregory Olson liked about what Jayme did for her presentation titled, "First Comes Love." 3. Write...
2016-10-1823 minThe Heart Of Marketing094: Influencer Outreach and How to Know When an Influencer Has REAL InfluenceWe've been talking influencers for many episodes now, and this conversation is about how you build an influencer relations program. We kinda wend our way there with solid tips in the Heart of the Matter, so listen to the end! John Gregory Olson and Jayme Soulati are co-hosts of The Heart of Marketing. With Jayme's perspective and orientation to public relations, and John's orientation to marketing, each brings thoughts on defining influencers and who they are. Both agree, influencers are NOT free! To build a program: Define your goals and set strategy...
2016-10-1130 minThe Heart Of Marketing092: The New Standard of Authenticity – Lessons Learned from Wells Fargo [Survey Report]Authenticity means trust and having integrity, and that applies in your workplace culture and even in your own life. John Gregory Olson and Jayme Soulati tackle this esoteric topic and try to put some arms around its definition with examples of those brands that have lead us all astray with lack of authenticity. The co-hosts spend some time dissecting the Wells Fargo debacle and discuss other brands that have recently had run ins with lack of authenticity, too. When you think of authenticity, it begins with self. Once your authentic self is established...
2016-09-2733 minThe Heart Of Marketing091: Crowdfunding to Fight Cancer [with Tinu Abayomi-Paul]Tiny Abayomi-Paul has cancer, and she's not afraid to say so. She's also one of the most intelligent entrepreneur marketers in the Heart Marketing Community and beyond. This episode is her story and our gift to her to more widely share that story and help make the ask for Tinu to fund her cancer treatment. This is a cancer fundraising story with a marketing twist because our friend, a marketer, needs your help, please. Tinu has a page at Give Forward that her friends set up. She shares images of chemo and rest days, and...
2016-09-2033 minThe Heart Of Marketing090: Higher Purpose Matters to Customers and Your Bottom LineHang on to your seat, #RockHot listeners! This episode of the Heart of Marketing, our 90th, please note, is chock full of rabbit holes, a sound bite from a thought leader you may recognize from the marketing realm, discussion about what's behind the PPC click, how customer shopping is driving marketers crazy...AND...what do we mean by higher purpose in business? Whew. Seriously. Jayme Soulati, cohost, raises points about small businesses that decide to launch PPC campaigns without purpose. The problem becomes that lack of substance behind the click due to the lack of...
2016-09-1334 minThe Heart Of Marketing089: B2B Influencer Marketing in the Legal Industry – Ideas You Can Steal with No ObjectionOne of our synergistic items is the fact that Jayme Soulati and John Gregory Olson have both worked directly in legal marketing. Jayme was a consultant with LexisNexis and Thomson Reuters for 12 years total, and John worked directly at Thomson. Each stint was oriented to software marketing and working with influencers to promote the brand without promoting the name of the brand! The opportunities for legal software marketing are endless, and in this episode with a B-to-B bent, we explore many: Case studies White papers Blogs and tips series
2016-09-0622 minThe Heart Of Marketing088: Building an Influencer Marketing Campaign – Paid vs. Organic InfluenceOrganic influence is rarely addressed on this whole influencer relations spectrum. Most of the relationships brands have with influencers is all about the paid opportunity. You know, when a fairly large brand hires influencers to stump for that brand and the influencer gets paid to do so? There has to be a disclaimer for that or else the FTC will breathe down the necks of brands and influencers, too. That said, P&G launched a huge influencer campaign with mommy bloggers. The brand was touting its new diaper and moms were all over it. Turns...
2016-08-3033 minThe Heart Of Marketing087: Visual Marketing Strategy – Connecting Brand to Emotion [with Kevin Weiers]Mega churches are little cities. In fact, they are large corporations with tens of thousands customers, two-to-three hundred staff and internal marketing teams that function like an agency. Living Word Christian Center in Brooklyn Park, Minnesota is no different. Our illustrious co-host on the Heart of Marketing John Gregory Olson is a congregant there and, moreso, he's a videographer operating cams and production for the weekly services. Our guest today is Kevin Weiers, a visual brand marketing professional for Living Word. What Kevin says is cookie cutter. You can pick it up and transfer it...
2016-08-2339 minThe Heart Of Marketing086: Influence Marketing, Yesterday and TodayThis episode of The Heart of Marketing with John Gregory Olson and Jayme Soulati explores the circle of influence, that old-new buzzword coming back and remaining in vogue. Back in the day, when social media was nascent, Klout took control of influence. Then folks began to dissect this gamification as foul. Triberr roared with bloggers and an influence program that paid bloggers to write for startups and brands wanting more clout. Kred was born to compete with Klout, and ohmygoodness, each of these three still exist but are mere shadows. Then Facebook reared its _____ head...
2016-08-1633 minThe Heart Of Marketing084: Brand Awareness with Events, Props and PRThink about your colon health. This episode is about that. If you're 50, you know you're supposed to have a baseline colonoscopy about that time, right? Well, hats off to the makers of Nolan The Colon, a 20 ft. inflatable colon wending its way to a venue near you. Traditional public relations (PR) has always worked, but it got put aside during the onset of digital marketing. Now that we're in the post-social media era (where social media is no longer new and it's become integrated into the rest of the marketing world), marketers and public relations...
2016-08-0222 minThe Heart Of Marketing083: How to Make Employees Into Brand Advocates [with Daniel Hebert]It is our great pleasure to welcome Director of Marketing Daniel Hebert of Post Beyond to the show today on The Heart of Marketing. Jayme Soulati and Daniel cover an amazing length of ground today, and you will not be disappointed with many of the following: 1. How Post Beyond helps clients target employees to spread the brand beyond the confines of the company 2. Whether it's a good thing to worry about the competition over customers 3. If disruption is creating a forward-thinking clarity or confusion? 4. Breaking silos to effectualize better sales enablement 5. My favorite...
2016-07-2644 minThe Heart Of Marketing081: Rebranding Your Website – Mission and Values [Jayme Interviews John]We all know John Gregory Olson as the #RockHot co-host of The Heart of Marketing with moi, Jayme Soulati, the ORIGINAL #RockHot whatever. Today is a special episode because I get to put John in the hot seat to pull his personal branding story from the trenches. Small Business Re-brand Every small business, and heck, even larger ones, has to endure a re-brand every now and again. John has done it now twice with an initial website migration and now with a domain change that required more content migration and starting from essentially scratch.
2016-07-1221 minThe Heart Of Marketing080: Develop Products that Tell the Customer’s Story [Case Study]Bet you didn't know that gems in this case means the real deal -- baubles, jewels, and even more to the point -- engagement rings! There's a young man disrupting the traditionally stodgy jewelry industry with his house calls, custom designs based on storytelling the romance, intricate one-of-a-kind wedding sets for the bride and groom, and an infusion into the family jewelry business (we hasten a guess). Zameer Kassam is a millennial with a Harvard Business School education. Slated to jump into his family jewelry business, he decided to sow his oats elsewhere. But, his...
2016-07-0528 minThe Heart Of Marketing079: Built for Trust – The Evolution of Marketing Funnels [with Jeremy Reeves]Marketing funnels are not dead, contrary to what many think. Our guest today, Jeremy Reeves, is a direct-response copywriter who writes for the sales funnel. He has been so successful that in his career he has generated some $50 million for his clients...wowza. He is a podcaster, guest blogger, social media pro, and as stated an expert in funnels. How can you not listen? John Gregory Olson tries really hard to get Jeremy's secret so The Heart of Marketing can be as successful, or perhaps just a smidgeon of that success, and he does succeed in getting...
2016-06-2841 minThe Heart Of Marketing078: Harley Davidson vs. RevZilla – Who Ignites Customer Loyalty? [Case Study]There's no question Harley Davidson is an iconic brand with immense Boomer loyalty, but can it earn that loyalty among the newest generation of consumer that lacks extra income for luxury purchases the likes of Harley Davidson? Harley is asking the same thing and expanding its reach abroad to other countries in the hopes of getting consumers to pay the sticker price for a brand new Harley Davidson prestige motorcycle. The company does not want to discount its merchandise at this point; yet, it continues to conduct giveaways of Hogs on its social media sites. E...
2016-06-2124 minThe Heart Of Marketing077: Customer Survey Fatigue – Are You Serving Customer Needs or Yours?How many times weekly are you asked to take a survey, just a little one, to rank, rate and score someone's performance? Uh-huh, we too. On this episode of The Heart of Marketing, John Gregory Olson and Jayme Soulati explore the weariness of customer surveys and the ask for that '10' score...or else! What is the true motive for all of these surveys, anyway? And, let's be clear, there's a difference between: Surveys Ratings Reviews We do dance around each one as they are all disruptions the customer is...
2016-06-1427 minThe Heart Of Marketing076: Waving the Flag for Your Brand – When it Works, When it Doesn’t [Budweiser Case Study]In time for the Fourth of July, the Olympics and the critical U.S. Presidential election, Anheuser-Busch has changed Budweiser to 'America' through November 2016. Budweiser ads have run the gamut from the Clydesdales to puppies to Millennials, and even a sexist ad that required an apology. The King of Beers is attempting to be all things to all people, but one thing is for sure, it's rebrand to America is all about waving the flag. (And, a shout out to Mark Schaefer of Businesses Grow blog. Mark summarizes well what John Gregory Olson and Jayme S...
2016-06-0723 minThe Heart Of Marketing075: Living Out Your Brand Promise – Lessons from The Honest Company [Case Study]Were there enough hints in the title and sub-title to guess what John Gregory Olson and Jayme Soulati banter about today? You got it -- The Honest Co. and its trial and tribulations of being, well, honest. This is the Heart of Marketing. Whomever names a brand Honest is striving for the holy grail, right? Especially in this disrupted age of category change agents, which, ahem, The Honest Co. definitely IS! We're backing into this episode with cultural values and to say that if you want to be upright and honest with customers, then watch...
2016-05-3130 minThe Heart Of MarketingGFH-03: Experiential Marketing – Telling the Story vs. BEING the Story [with Neal Kielar]Today's special edition of The Heart of Marketing Go for Heart program includes Mr. Neal Kielar, owner and creative director at MidModMen+friends, a St. Paul, MN retailer of restored and modern home furnishings. The award-winning store takes a fresh approach to retailing based on consistent quality of goods, everyday attainability, authentic customer interaction, and social and physical community. Neal has parlayed his 30 years in brand and content marketing with some of the biggest brands in a variety of industries into his mid-century modern retail operation that puts customer experience and quality first. ...
2016-05-2646 min
The Heart Of Marketing074: The ‘Heartful’ Business Culture Wins – How to Build OneWhat does it mean to have a heartful business? Believe me it's not woo woo or Kumbaya, but it is being genuine and outwardly compassionate to customers from the inside-out. When was the last time you explored your heartfulness inside your culture, eh? I'm betting it's been awhile, and perhaps never. Today, John Gregory Olson and moi, Jayme Soulati, explore the ins and outs of being heartful in business. We have this discussion surrounding our 5 Pillars of Heart Marketing, and we encourage you to listen and understand the concept of what heartfulness means in today's...
2016-05-2421 minThe Heart Of Marketing073: Bookstores Combat Disruption with Unique Customer Experiences – Lessons for Your BusinessWe cover a wide array of topics today all centralized in the end around the customer experience. It's something we've been consistently addressing on our show, and today you'll find some solid examples for your nimble business. How do you greet your customer after disruption? Are you building new tech opportunities like 3-D printing or an Espresso Book Machine for those who want to self-publish on demand? This episodes centers around the cool things independent book retailer, Shakespeare & Co., is doing. John Gregory Olson and Jayme Soulati jump start the conversation with this neat bookstore...
2016-05-1731 minThe Heart Of Marketing072: Of Course Your Business Needs a Website! [Lightning Round]We often forget that a website is still the face of our business. Too often, we hit a website that is not mobile responsive, has poor imagery, isn't appealing visually, and has no clear message. Is that your website? In this episode of The Heart of Marketing, John Gregory Olson and Jayme Soulati are back with a volley of tips to remind you that your website needs a refresh. Do check: 1. Images 2. Message 3. Navigation 4. Interaction 5. What else? Take a listen to find out!
2016-05-1023 minThe Heart Of Marketing071: The Business of Speaking – Your Story Makes You Unique [with Dr. Michelle Mazur]It's guest appearance time! Today our very special VIP isMichelle Mazur, PhD who is one of those extraordinary speechconsultants (no, she doesn't help you with diction, although sheprobably could) who helps folks determine how to monetize theirspeeches. So, is a speech the same as a presentation, and what's the best wayto get one cooking for real time, I asked Michelle in this episode.(I am Jayme Soulati, co-host of The Heart ofMarketing podcast with John Gregory Olson, my arch frenemy --because we always nag one another on the show). BTW, the answer to those two...
2016-05-0341 minThe Heart Of Marketing070: How to Ignite Word-of-Mouth Marketing and a Steady Stream of Customer Referral SalesWhy Try Viral Marketing? John Gregory Olson is here today to make fun of me, Jayme Soulati, on this podcast episode on The Heart of Marketing. Listen for it; I promise you'll want to hit our website, click on the purple 'send voicemail' button on the right side of the site and tell John to be nice to me!! Actually, we thank Al Strauss for listening and doing exactly that -- sending a voicemail from our website. Listen for Al's story in this episode! But, back to my intense plea for help...
2016-04-2633 minThe Heart Of Marketing068: How Tory Sport Brings Online Experiences to Life – and How you Can Too [Case Study]In this episode of The Heart of Marketing, John Gregory Olson and Jayme Soulati share some stories about their own customer experiences that resonate with value, emotion, and making someone feel special. Jayme was recently a guest at the Grand Hyatt--Washington, DC for a global summit. As she social media-zed her experience in pictures and posted on Twitter, Instagram, Facebook and Foursquare, the Grand Hyatt was right there saying thanks. Then, a bowl of chips, dip and waters arrived in Jayme's room with a hand-written note of thanks. Can you guess how that made Jayme feel?
2016-04-1225 minThe Heart Of Marketing067: Measuring Content Marketing Success in the Real World Measuring the success of social media and content marketing is the Holy Grail; make that the illusive Holy Grail. Some do it extremely well, while others suffer attempting to put ROI against a content strategy. The C-suite seems to ask for ROI against everything done within a company and that often comes without regard for the softer side of marketing (often called public relations). In this episode of The Heart of Marketing, John Gregory Olson, the extraordinary producer of our show, and me (Jayme Soulati) wax and wane about what ROI means to content...
2016-04-0528 minThe Heart Of Marketing066: People Make Workplace Culture Work – Values, Integrity, Love [Zenefits Case Study]We never knew how much culture mattered until John Gregory Olson and I began to take a closer look at the goings on at Zenefits (the company with sex in the stairwells and alcohol every day) and Volkswagen. We've been exploring culture in our Workplace Series because culture IS your heart core. It's the alignment of heartful business practice with values, vision, and mission. When culture heads into a downward spiral, then an entire business suffers. In this episode of The Heart of Marketing, we take a strategic look at why culture matters and its...
2016-03-2832 minThe Heart Of Marketing065: How Workplace Culture Drives Profits – Leadership, Management and Operational Success FactorsCulture is a funny thing in the workplace, and John Gregory Olson and Jayme Soulati take an inside view at how the mission statement shapes culture shapes productivity shapes the bottom line. Did you know that? John drops a bombshell with this little factoid about happier employees, happier profitability; sad employees, even worse profitability. In this episode, another in our Workplace Series, we take a look at several examples of companies like VW, Radio Flyer, Starbucks, and Zenefits. (You know the latter, right? Its culture was so disastrous that...you'll have to listen.) ...
2016-03-2129 minThe Heart Of Marketing064: When It’s Time to Hire Outside Marketing Help – Checklist for SuccessThis episode of The Heart of Marketing with John Gregory Olson and Jayme Soulati is a lot like our most-downloaded episode #21, 'Specialists v. Generalists.' And, we can't figure out why that one is so popular. Can you? Here, we wax and wane on the topic of marketing consultants. Should you hire one? When is the best time? Why would you ever need one? And, most of all what benefit might you derive from investing in a marketing consultant. Jayme and John paint the case for making the investment in a marketing consultant because they...
2016-03-1526 minThe Heart Of Marketing063: Visual Storytelling Strategies for Instagram Marketing [with Jenn Herman]We're delighted to bring you an Instagram expert in Jenn Herman, one of the top 'dogs' in Instagram marketing for newbies and established businesses. This episode on The Heart of Marketing has us (John Gregory Olson and Jayme Soulati) so excited. Jenn Herman shares some basic tips that you can incorporate immediately into your Instagram channel, and here are some to whet your whistle: 1. You get 30 hashtags to use in each post; should you use them ALL? Listen to what Jenn has to say! 2. There's only one clickable link allowed in an Instagram...
2016-03-0847 minThe Heart Of Marketing062: Your Crisis Communications Plan – the Time to Prepare is NOW [John Interviews Jayme]You've been hacked, now what? Yes, it's inevitable. Your business will get hacked, whether solo, small, mid-sized, large, or largest. The Wall Street Journal published a story about Microsoft's new gazillion dollar cybersecurity center to fight off the hackers. How are you going to manage your cybersecurity crisis? This episode of The Heart of Marketing is really more about crisis communications and the preparation for an event much like a data breach. Jayme Soulati, that's me, is speaking to the Napa Valley Vintners to help wineries prepare for their response in event of...
2016-03-0126 minThe Heart Of Marketing061: Lessons on Branding and Earned Media from The Shaolin Temple [Case Study]We owe Christopher Beam, a journalist with Bloomberg BusinessWeek great applause for his story, Ancient Branding Secrets of The Shaolin Temple, that provides the core of today's episode on The Heart of Marketing. Jayme Soulati and John Gregory Olson take a reverse look at media relations from the perspective of the journalist as he shares the story about Shi Yongxin and his escapades to turn a small monastery in China, The Shaolin Temple, into a tourist attraction in Australia. The commercialization of culture could be the crisis communications story because Yongxin does everything wrong and...
2016-02-2326 minThe Heart Of Marketing060: How to Humanize Your Brand in a Virtual, Digital WorldTake a seat, because you're in for a fast ride as John Gregory Olson permits Jayme Soulati to cut loose and ponder the brand. That's a loaded sentence and when you listen, it applies, absolutely. It's a fast-paced episode about who's behind the brand and what is personifying the brand image and whether the call center even plays along. The impetus for this topic we owe to Adam Toporek of Crack the Customer Code podcast and Customers That Stick. He began a discussion about whether brands can have a relationship with customers and especially millennials.
2016-02-1618 minThe Heart Of MarketingGFH-01: Big Hug’s Brand Story – Selling Memories [with Katie Kiyo]Today marks the first edition in our new Go for Heart program in which John Gregory Olson and Jayme Soulati feature heart stories from marketers making connections with customers. What sets Katie Kiyo of Big Hug, LLC in Detroit apart from peers in her space is her natural desire to build an enduring relationship with her clients. She welcomes any complaint as a gift, and she gets very few, but it's how she handles them that differentiate her. Big Hug, two powerful words that honor the gift giver and gift recipient, puts special touches on...
2016-02-1034 minThe Heart Of Marketing058: The ‘Go for Heart’ Program – Profiles in HEART MarketingCongratulations to The Heart of Marketing with Jayme Soulati and John Gregory Olson! We are officially one-year-old, and to celebrate our milestone, we're announcing today our brand new...wait for it...Go For Heart Program! The Go For Heart Program We realized along the way as we perused 'podder' (that's podcast fodder) to create content for our episodes that rarely do we see the good in marketing. We're aware of the crises, the mishaps, the negatives, and problem solving that goes on in the boardroom with little positive fanfare. Our Go For Heart...
2016-02-0211 minThe Heart Of Marketing057: Chipotle Breaks Its Brand Promise – PR and Brand Strategy LessonsChipotle Crisis Lessons For All Business Whether or not Chipotle, the fresh fast-food national eatery, can recover from its latest food crisis is not truly the subject for today's podcast on The Heart of Marketing. While we do make Chipotle the only and biggest example on this show, we (John Gregory Olson and Jayme Soulati) encourage all sizes of companies to heed the example of Chipotle and prepare for their own crisis...when it comes because it will. Food marketing has as much to do with getting people to become brand loyal and...
2016-01-2629 minThe Heart Of Marketing056: The Heart of Marketing Top 10 Books and PodcastsWe've not done a top 10 list in awhile, so we thought we'd toss one you way and detail our top five marketing books by my #RockHot co-host John Gregory Olson coupled with my list of top five marketing podcasts. (I am Jayme Soulati, and thanks for listening!) Top 5 Marketing Books Everybody Writes by Ann Handley http://www.annhandley.com/2014/07/29/introducing-everybody-writes/ Youtility by Jay Baer http://www.convinceandconvert.com/digital-marketing/is-youtility-the-future-of-marketing/ Experiences: The 7th Era of Marketing by Robert Rose and Carla Johnson http://7theraofmarketing.com/digital-experiences-have-no-easy-button/ The Content Code...
2016-01-1933 minThe Heart Of Marketing055: Slow Shopping Trend Proves Experiential Marketing Increases Sales – What it Means for Your BusinessThe Heart of Marketing with John Gregory Olson and Jayme Soulati today addresses the impact of slow shopping on the customer experience. Some retailers are developing a “slow shopping” environment to create amazing customer experiences that help them compete with online shopping and grow new sales. We look at how other businesses can design experiences to differentiate their brand and build customer loyalty and word of mouth through experiential marketing. This episode of The Heart of Marketing shares some brands doing slow shopping very well while others need to develop ways to enhance customer engagement.
2016-01-1228 minThe Heart Of Marketing054: The Uber Effect – Be the First to Disrupt Your Industry with On-Demand ServicesNo one can ignore the global success of Uber, the business model that put personal transportation into a tailspin. From unionized taxi services to governments, Uber put business competition into the hands of customers who had a need which Uber squarely met. How about your business? Is it time to Uber-ize? If your traditional business model is feeling the pinch of disruption, that means you need to make some changes. Your customer is waiting for you to greet them at home -- make house calls, do something flashy, engage your customer on a different scale. You can...
2016-01-0524 minThe Heart Of Marketing053: Building Customer Communities that Build Lasting Loyalty and Word-of-Mouth Referrals [with Rosemary O’Neill]Online community is all the rage, and no one really knows how it’s done unless you’re Rosemary O’Neill, co-founder and president of Social Strata, a company since 1998. This remarkable executive who is always accessible online, in community, on the Interwebz, directing traffic, and planting seeds like a farmer, is our guest today on The Heart of Marketing. Jayme Soulati interviews with John Gregory Olson running sidebar. She is the consummate example of how a company president should behave. She gets to do that so well because she is a ‘designated extrovert.’ Rosem...
2015-12-2936 minThe Heart Of Marketing051: LinkedIn Strategies for Business Development [with John Nemo]Our subject matter expert for today’s show is John Nemo, author of five books and former Associated Press reporter who has written for 150 publications throughout his esteemed career. John is an expert on LinkedIn, and in this show, he acts like he’s at a hootenanny raising the barn and kicking it up. You’ll like what you hear and laugh with John’s sense of humor, too. John Gregory Olson, co-host of The Heart of Marketing, asks some direct and good questions (according to the other John), and what you hear is John’s (the other John...
2015-12-1542 minThe Heart Of Marketing050: Podcasting and Audio Content Marketing Milestones – Highlights and Lessons LearnedWe did it! We reached our 50th episode, thanks to all of YOU! For some reason, turning 50 is a really big deal, even in life when you hit that 'halfway mark.' The Heart of Marketing was launched Feb. 1, 2015, and we have consistently posted an episode once weekly since then. It has been a wonderful experience, and John Gregory Olson and Jayme Soulati thank you for listening and keeping us going. A Walk Down Memory Lane John puts his amazing talents together with sound clips and shares a big surprise with Jayme from...
2015-12-0827 minThe Heart Of Marketing044: Rise of Ad-Blocking Leads Us Closer to an Ad-Free World – What Should Marketers Do?Advertising does not build relationships, and it's based on outdated methods, said John Gregory Olson in episode 44 of The Heart of Marketing. And, just to be clear, what that means, advertisers, the almighty consumer hates you. Just look at how many people have invested in ad-blocking apps and software. Look at the cottage industry that has sprouted as a result of building ad-blocking tech. Just how desperate are people to avoid annoying ads? John shares the data in this episode. We as a populace are tired of the interruption by pop-up ads and the data...
2015-10-2731 minThe Heart Of Marketing041: Great Content for Sharing on Social Media – Where and How to Find it FASTThis is a fast-paced episode of The Heart Of Marketing where John Gregory Olson and Jayme Soulati spend more time trying to outdo one another's sound bites along with huge laughter. (You be the judge, did John get the best of Jayme in this one?) Episode 41 is loaded. There's real value here for anyone interested in learning more about content sharing tools. When you live online as we do, the more you share, the more you're noticed and grow your brand. To share the content you desire most and that fits your specialty, there are a handful...
2015-10-0637 minThe Heart Of Marketing039: Mapping the Customer Journey from Leads to Sales [Inbound Marketing Funnel Strategy]Digital marketing is all the rage, and everyone wants to create leads for sales and services from websites, landing pages, calls to action, auto responders, and more. That's part of the master plan for The Heart of Marketing brand (and podcast). We're doing our podcast well, and it can be considered a lead magnet to invite people into our funnel. But, our funnel is non-existent; it's a concept. That's why John Gregory Olson and Jayme Soulati, cohosts, brainstorm in real time on Episode 039 of The Heart Of Marketing on how to create a funnel for one of...
2015-09-2236 minThe Heart Of Marketing036: Confessions of a Virtual Startup Intern [with Claire Freier]The Heart Of Marketing is not only a podcast but a nascent brand. John Gregory Olson and I (Jayme Soulati) have big plans. We want to be a place where marketers can come to find content, tips, products, and services. To get there from where we launched in February 2015, exactly seven months ago with more than 9,000 downloads of our 35 podcast episodes (milestone!), we knew we needed help. Our virtual startup needed a summer intern, and in this episode we speak with Claire Freier, a Hillsdale College in Michigan junior. She shares her internship experience with T...
2015-09-0140 minThe Heart Of Marketing035: How to Build Marketing Funnels for Your Email Autoresponder SeriesAre you a novice or established digital marketer? If either, you’ll be familiar with a marketing funnel as a lead generation tool for your business. There are a variety of tools and techniques to launch a marketing funnel for your digital marketing strategy, and in this episode, John Gregory Olson of JGO Digital explains more about: • Auto responders • The 5 stages of the funnel featuring Ryan Deiss’s teachings • Lead magnets • Email marketing Jayme Soulati, president of Soulati Media, Inc., shares her experiences with HubSpot, the leading inbound marketing platform, as well as the importance of choos...
2015-08-2544 minThe Heart Of Marketing034: A Digital Marketing Plan for a Digital Business Startup [Lessons Learned]The Heart Of Marketing is a podcast, and it’s also a brand. Jayme Soulati and John Gregory Olson are the co-CEOs (because who cares what our title is?), co-hosts and co-creators of everything The Heart Of Marketing. The first idea came from the desire to podcast, and it’s all flowing from there in turtle fashion with lots of learning and testing and launching to see what’s sticky. Starting a Digital Business We have a grand plan. From years of watching the big guns do the very same thing and from years of...
2015-08-1828 minThe Heart Of Marketing032: The Power of Neuromarketing to Create Knee-Jerk Preference for Your BrandMarketers love to disrupt some new thingamajig into the next big thing. So, is neuromarketing the newest trend to make marketers crazy about customers’ cognitive decision making, or is it just a crock of B.S.? In fact, what is it? In episode 32 of The Heart Of Marketing podcast, John Gregory Olson and I, Jayme Soulati, accomplish more banter and ask more questions about the philosophical nature of neuromarketing. Together we jump in and out of this newest trend to dive deeper into the brain waves of customers to determine how, when and why they buy.
2015-08-0435 minThe Heart Of Marketing031: Dollar Shave Club Scores with Subscription Marketing – How to Make it Work for Your BusinessMen who shave and men who don’t, this episode 31 of The Heart Of Marketing podcast is for you, and it’s about the newbie in the men’s personal hygiene category that is knocking out the biggest players. John Gregory Olson, a man who shaves who is also a digital marketer with JGO Digital and cohost of The Heart Of Marketing, talks all around this issue of razor blades. Mostly, he speaks about this malcontent with Gillette, the category leader. While Jayme Soulati, the other always laughing jokester and cohost of The Heart Of Marketi...
2015-07-3038 minThe Heart Of Marketing029: Direct Marketing is Alive and Well on the Web [with Scott Hornstein]Direct marketing is a STRATEGY not a TACTIC, says industry veteran and influencer Scott Hornstein, featured today as the very first guest on The Heart Of Marketing podcast. In this episode, John Gregory Olson interviews Scott Hornstein who is an esteemed international author, speaker and marketing consultant with the Fortune 100 in finance, manufacturing and hospitality. As a pioneer of integrated marketing, Scott provides all of us with a taste of the B to B marketing world where direct marketing is the root of content marketing, and the journey toward a purchase decision plays out directly i...
2015-07-1433 minThe Heart Of Marketing027: IKEA Profits From the New Rules of PR and Media Relations – and You Should Too!Everyone’s a publisher today, but not everyone is an expert at earned media. In my Chicago agency days, I sold news. I was considered a PR flack by the journalists who hated me (yes, they really did). Each of us newbies had to call George Lazarus, may he rest in peace, of the Chicago Tribune advertising column and feel his wrath. After that, we had arrived; but I digress. IKEA announced it has added veggie balls to its menu, and in the Wall Street Journal a tremendously large photo of the new menu item was featured alo...
2015-06-3021 minThe Heart Of Marketing026: SlideShare for B2B Lead Generation, Branding, SEOOnce LinkedIn bought SlideShare several years ago, the social sharing channel became a bit forgotten. LinkedIn doesn’t do much with it beyond allowing the embedding of decks into LinkedIn posts; yet, SlideShare offers high-end versatility as one of the most versatile social media sharing platforms around. In this episode of the Heart Of Marketing podcast, John Gregory Olson and Jayme Soulati share their experience with SlideShare. Download and listen in for many of the following tips: ‘Deck-ize’ anything you want and post it to SlideShare. Use a call to action at the back of your...
2015-06-2317 minThe Heart Of Marketing025: Getting Started with Twitter Marketing – Lightning Round [Branding, Engagement, Content, More]Twitter and Google are getting married. Now that there is more integration for your tweets in Google search, it’s time to get serious about Twitter basics as a business and remind your company and corporation that Twitter is more critical as a social channel than ever. In this episode 025 (we have arrived, thanks for listening), John Gregory Olson of JGO Digital and Jayme Soulati, president of Soulati Media, Inc. address many, many Twitter basics and tips for corporate Twitter accounts. Jayme and John explore live tweeting via TweetChat.com, and Jayme shares her story ab...
2015-06-1736 minThe Heart Of Marketing024: The VOX Media Model for Creating Quality ContentThis has to be one of my most favorite episodes. Here on the Heart Of Marketing podcast, John Gregory Olson and I (Jayme Soulati) laugh our way through tips for your quality content. The impetus for this episode was an interview in the Wall Street Journal with the CEO of Vox Media. Vox is 'redefining the modern media company by empowering the smartest digital voices with the technology to create and distribute premium content.' In addition to the way Vox is disrupting content with the consumer in mind, John mentioned Jay Bear's latest book, "Yo...
2015-06-0921 minThe Heart Of Marketing023: 800-Flowers Delivers Hope with Heartful Cause Marketing Program [Best Practices Case Study]In this mini-cast, John Gregory Olson of JGO Digital and Jayme Soulati of Soulati Media, Inc. discuss the perfect alignment of a large national brand, 1-800-FLOWERS, with a cause oriented to building of schools in under-developed countries. Pencils of Promise was promoted via a digital marketer, and Jayme donated to its mission. (You can hear more about that in this episode.) Around Mother's Day, because Jayme was on the Pencils of Promise email list, two promotions arrived in her in box. John and Jayme discuss the mission of each of these organizations, how they're...
2015-06-0215 minThe Heart Of Marketing021: Pros and Cons of Specialists vs. GeneralistsI am a generalist from my Chicago PR agency days and that means I tapped a variety of clients across industries rather than specializing in one vertical market. My cohost, John Gregory Olson, is also a generalist. Together, we are marketing blenders (like that Ninja you own). We add a bunch of disciplines to our core knowledge and mix it all up. But, that's not our fault. It's the fault of marketing disruption! See Episode 2 of the Heart of Marketing (when we were just getting our feet wet). I am Jayme Soulati, president of Soulati M...
2015-05-1931 minThe Heart Of Marketing019: Cracking the Code on Integrated Marketing in the Digital WorldJohn Gregory Olson and Jayme Soulati have been doing integrated marketing for years -- John in his advertising and direct marketing world, and Jayme in public relations. Back in the '80s when integrated marketing communications was a hot trend, everyone tried and failed to truly integrate. Your Brand Needs Integrated Marketing Today, digital marketing is the hottest thing since sliced bread. And, it should be. Digital marketing is where everyone resides -- online. Marketers are playing catch up with the online frenzy to capture leads, engage with consumers, and connect the dots among the...
2015-05-0735 minThe Heart Of Marketing017: Starbucks, Cause Marketing and Brand StrategyRecently, a Wall Street Journal story said that Starbuck's 'Race Together' campaign did not affect its bottom line. The company stuck its neck out blatantly to have its barristas engage in topics of race relations. The reaction was swift and heightened in two camps -- should or should not. The 'burritos,' as my co-host John Gregory Olson called them in a tongue-twister delivery, were asked by CEO Howard Schultz to engage coffee buyers in the topic of race. Would you want to do that at 7:30 a.m. when all you're thinking about is the...
2015-04-2832 minThe Heart Of Marketing018: Twitter Chat Engagement Strategy [Case Study]In this Episode 18 of the Heart Of Marketing podcast, I wax poetic about being a Twitterholic as my co-host, John Gregory Olson of JGO Digital, gamely assists and tosses me a few questions to further enhance my six-year-old Twitter knowledge. Seriously though, this episode is a reminder how to work the gears of Twitter to inject a dormant stream with followers, energy, authoritative content, and more. My name is Jayme Soulati, and as a solopreneur at Soulati Media with a virtual team, Twitter has been my fave social media channel. Yet, much has changed since t...
2015-04-2130 minThe Heart Of Marketing016: Igniting Your Blog Content [15 Content Distribution Tips]This is likely my favorite episode of The Heart Of Marketing podcast. I share the stage with my co-host John Gregory Olson, and together we banter through a lot of ground in episode 16 including: Google Mobile Friendly Deadline WordPress PlugIns Blog EMTs Why a blog is the cornerstone of social marketing 15 Tips to boost a businsss blog with promotion My name is Jayme Soulati, and I love our podcast for the ground we cover for mid-tier businesses. John and I gravitate back to blogging because it's our sweet spot. To that end, we are introducing Blog EMTs...
2015-04-1439 minThe Heart Of Marketing015: Facebook as Marketing Consultant? [Topic Data Review]Episode 15 of The Heart Of Marketing podcastwith Jayme Soulati and John Gregory Olson is chock full of current news about Facebook advertising, it's new Topic Data feature as well as YouTube's new content ID and Google's news about responsive websites by April 21, 2015. Facebook is now a pay-to-play platform. To get more page likes, you need to buy them. To get attention to a post, you need to throw cash and boost it. What is the best option for your company as it tries to grow its Facebook presence? YouTube has a new Content ID program in...
2015-04-0724 minThe Heart Of Marketing014: Create Customer Experiences Like Trader Joe'sIn the Heart Of Marketing podcast with Jayme Soulati and John Gregory Olson, we customarily explore brands with heart. What that means is remarkable and extraordinary brands are where the heart beats. John and Jayme have featured Taylor Swift in Episode 001 and a future episode about Starbucks is coming up. Today's episode is about Trader Joe's, a specialty grocer that delivers a heart experience to every consumer who shops there. Branding With Heart Trader Joe's lures customers to their family-operated stores with a monthly flyer of recipes, shopping lists and product descriptions that a...
2015-03-3125 minThe Heart Of Marketing012: Reader Experience Affects Perception of Your Brand [Blog Guidelines]The Heart Of Marketing podcast continues with part three of its ‘how to blog’ series with John Gregory Olson and Jayme Soulati sharing years of expertise on headline writing and reader-optimized content. The two digital marketers have been blogging for about five years each, and during that time they have become experts on establishing a solid business blog with all of the elements required to attract and retain readers. Listen in today to this timeless episode that will lend you tips from the pros on how to energize your dead blog. Blog EMTs
2015-03-2429 minThe Heart Of Marketing013: Google+ and Responsive Websites [Mini-Cast]On April 21, 2015, Google is going to focus on websites that are not designed responsively. If you're not familiar whether your website is mobile friendly and responsive, you can check a Google webmaster tool, insert a domain and voila! Google will inform you if the site is responsive. In this minicast of the Heart Of Marketing, Jayme Soulati and John Gregory Olson cohost on this current and highly relevant topic. Responsive design for websites means a website will automagically re-size to the device screen people are using. In addition to the looming April 21st...
2015-03-1718 minThe Heart Of Marketing011: What to Blog About When You Don't Know What to Blog AboutThe Heart of Marketing podcast continues with episode 11, and this episode is the laughingest ever! Jayme Soulati and Authentic Blogging cracks herself up with Chinese casket humor and a story about a Las Vegas businessman trying to crack the funeral industry with imported caskets. Once John Gregory Olson Content Ideas gets Jayme back on track, this episode actually sings with intense ideas for bloggers. Jayme and John do a back and forth with tips on content styles, and throughout this episode each offers solid proof about why blogging is the true core of content marketing a...
2015-03-1032 minThe Heart Of Marketing010: Content Strategy for Overcoming Dead Blog SyndromeMost business blogs die due to lack of time, resources and topic ideas. In this episode you will learn: Benefit of developing a plan and writing for an audience Steps to take to establish and editorial plan and advisory board Best way to re-ignite a dead blog and why that’s important Blogging workflow and guidelines to publish fresh content So many businesses attempt to blog and then lose patience. Even in this era of content marketing clutter, a blog is still one of the most critical aspects of social marketing. It’s owned media, and it requ...
2015-03-0330 minThe Heart Of Marketing009: Managing Your Digital Afterlife [Facebook Legacy Contacts]Summary In this minicast on The Heart of Marketing Jayme Soulati and John Gregory Olson look at the implications of Facebook legacy contacts and the need for succession planning to manage your business social accounts and digital assets through staff transitions. About This Minicast On Feb. 13, 2015, a story appeared in the Wall Street Journal about Facebook allowing appointment of new legacy contact managers. People and businesses concerned about the digital afterlife for their shared social media content can now assign a legacy contact. Google+ has an inactive account manager for such an event....
2015-02-2413 minThe Heart Of Marketing007: Developing Buyer Personas to Deliver Value Customers Care AboutThe Heart Of Marketing podcast delivers laughs, marketing tips, more laughs, and mid-tier business content weekly with John Gregory Olson and Jayme Soulati. In this episode 007, the two explore the benefits of developing a persona for marketing campaigns while Jayme consistently tries to circumnavigate the conversation with tidbits on the demise of Radio Shack, the fabrication escapades and transparency failures of NBC's Brian Williams, and a solid track on bathroom humor. The latter is totally relevant as Jayme and John look at developing a persona for European toiletmaker Henkels and the companies that develop cleansing...
2015-02-1731 minThe Heart Of Marketing006: Advanced Message Mapping for Creating Relevant Marketing Content In Episode 006 of The Heart of Marketing Podcast, John Gregory Olson of JGO Digital shares his expertise from the world of traditional marketing. He addresses how companies should ensure brand message is actually relevant to your target audience. That is one of the big marketing challenges facing mid-tier companies competing in the digital world today. With his co-host Jayme Soulati, John dives into this topic with advice and tips for developing marketing communications that ring with relevance to customers. In this episode you will learn: · How to set marketing...
2015-02-0731 minThe Heart Of Marketing005: Why Your Business and Marketing Needs a Message MapSummary: Jayme Soulati is a Message Mapping Master, and John Gregory Olson interviews her for perspective on why a message map should be the first step a business takes to amplify a crystal-clear message to any audience. The Heart Of Marketing Podcast Message mapping is a wonderful tool born in the traditional days of media relations where Jayme Soulati plied her trade in Chicago’s public relations firms. When spokespeople were on the hot seat in front of journalists, their PR professionals developed a message map with clarified messaging about all aspects of a company....
2015-02-0630 minThe Heart Of Marketing004: Business Blogging is the Heart of Your Content Strategy Episode 004: Business Blogging: The Heart of Your Content Strategy Have you heard the rumors that business blogging is dead? Maybe the disappointing level of engagement on your blog leads you to believe it’s true. In this episode Jayme and John are here to set the record straight. What IS true is that a blog that lacks personality and original content won’t cut through the noise and clutter. It will lie dormant and undiscovered. But if you give it TLC with passion and heart, visitors...
2015-02-0330 minThe Heart Of Marketing002: How to Survive a Market Disruption Episode 002: Technology Disruption Is A Win In Heart Marketing Dealing with a technology disruption in your business is not for the faint of heart. Neither is it cause for panic. Jayme Soulati and John Gregory Olson discuss how ‘change comes bearing gifts’ and how you can turn a market disruption into a business opportunity. In this episode of The Heart of Marketing you will learn: · What a full-scale industry disruption looks like · How to know if a new technology will actually disrupt your business · ...
2015-02-0229 minThe Heart Of Marketing003: Straight Talk About Marketing ROI in an Omnichannel World Episode 003: Omnichannel And Multichannel Marketing ROI With Heart How should mid-tier companies think about marketing ROI in an omnichannel world where the customer journey no longer fits neatly into a traditional sales funnel? In this episode of The Heart Of Marketing, John Gregory Olson and Jayme Soulati dive into four statistics from a Chief Marketing Officer survey on 15 mind-blowing insights about marketing ROI including social media, video, blogging, mobile, and more. John focused on the stat that only 8 percent of marketers can prove social media ROI, according to th...
2015-01-3132 minThe Heart Of Marketing001: The Taylor Swift School of Social Media Marketing The Taylor Swift School of Heart Marketing Taylor Swift is the talented 25-year-old entertainer and bombshell who continues to be the subject of thousands of stories, blog posts, news reports, videos, social media posts, images, TV specials, and that’s not even counting her music! Jayme Soulati and John Gregory Olson, hosts of The Heart Of Marketing podcast, selected Taylor Swift as the topic of their debut episode not only because of her performing pizzazz, but also for her heart. She shows her love to concert fans by flashing them the heart sign usi...
2015-01-3032 min