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MarketingSherpa Podcast

MarketingSherpa

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MarketingSherpa Podcast

MarketingSherpa Podcast

MarketingSherpa

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MarketingSherpa Podcast – Lively discussions of essential (not just trending) marketing topics

Latest Episodes

MarketingSherpa Podcast #5: Ten things you should think about before you do your next website redesign

More About Episode #5 — Website redesign “The point is: You get to capitalize on a fellow human being's misfortune. That's the basis of real estate.” The above quote is from “The Money Pit,” the 1986 comedic movie where Tom Hanks and Shelley Long attempt to renovate a recently purchased home to comedic effect. Or tragic effect, depending on your point of view. After all, as Mark Twain said, “Humor is tragedy plus time.” If you’ve ever been in charge of a web redesign project, you might think that “The Money Pit” was just a prescient allegory for a web redesign project. After all, your company’s website is its most prime real estate. And if your site is old or large, once you start diving into a redesign project you never know quite what surprises you will unearth. To help you avoid pitfalls with your own web redesign (both tragic and comic), Austin McCraw and I delved into 10 considerations you should keep in mind for your web redesign projects (while providing a few ligh...

36 MIN2019 APR 25
Comments
MarketingSherpa Podcast #5: Ten things you should think about before you do your next website redesign

What do you lead with? (MarketingSherpa Podcast Episode #4)

Customer attention is a scarce resource. There is only space for one headline in the print ad, only a set amount of characters in a paid search ad, only six opening seconds of your TV commercial. And yet, your product likely has many value attributes. So what do you lead with? These are topics Austin McCraw and Daniel Burstein dove into. 2:16 – Journalism is an industry that does a great job of focusing on what to lead with. So before the polar vortex (which, incidentally enough was so bitterly cold, it forced Austin to reschedule an in-person team training about web optimization at a marketing agency in Milwaukee), I used this example of a headline I read in USA Today: “It’s so cold that you shouldn’t talk much — or breathe.” There were many elements in the story about the cold, but that headline did a good job of leading with an attention grabber that pulled readers in and told the story. 3:51 – Who they are (in other words, who is receiving the marketing message) has a hug...

29 MIN2019 FEB 12
Comments
What do you lead with? (MarketingSherpa Podcast Episode #4)

Value Proposition: Before you express the value, you have to deeply understand the value (MarketingSherpa Podcast Episode #3)

Advertising and marketing creatives need to be armed with an essential reason why the ideal customer should buy your product. Listen to this robust, yet light-hearted conversation about pitfalls marketers can get into when crafting their value prop. Here are a few key moments from this episode: 1:55 – Austin defines value prop. 4:26 – You’re trying to set an expectation, not make a promise. 5:35 – There is a fundamental value proposition for the entire company. Marketers can feel intimidated by that because they feel like they can’t really affect it. But every person in every company can likely at least affect one of these other levels of value proposition in their daily work. 8:16 – Organizations also have a value proposition. Cultures have a value proposition. 11:00 – A value proposition workshop is a way to get key business leaders together and discover the most powerful value proposition. 12:19 – Consider the competition, even when you think the product is so breakthroug...

39 MIN2019 JAN 29
Comments
Value Proposition: Before you express the value, you have to deeply understand the value (MarketingSherpa Podcast Episode #3)

Mobile: Device or segment? (MarketingSherpa Podcast Episode #2)

How can you better serve customers on mobile devices and increase marketing performance? And really, what is mobile anyway? Is it a device – just the same people we’re trying to reach on desktop but with less screen space? Or is it a segment – people’s behaviors (and perhaps even the people) are so different when they’re on a smartphone that we need to approach them in an entirely different way? We cover this topic in MarketingSherpa Podcast Episode #2 along with lessons learned from some key experiments and an overall fun, raucous conversation that only marketers can truly understand. You can listen to this episode below in whichever way is most convenient for you or click the orange “Subscribe” button to get every episode sent right to, let’s face it, your phone. A few key highlights below: 3:00 – Rebecca introduces our topic du jour (or should I say, du podcast) – is mobile a device or segment? 5:00 – Matt actually went without a phone for 24 hours. And lived to tell u...

44 MIN2019 JAN 8
Comments
Mobile: Device or segment? (MarketingSherpa Podcast Episode #2)

MarketingSherpa Podcast Episode #1: The role of the human connection in your marketing

Marketing and technology go hand-in-hand these days. And the addition of technology has created some incredibly powerful abilities for marketers. But… We’re still just human beings trying to get a message out to other human beings. So what role should that human connection play in your marketing? It’s a topic we cover in MarketingSherpa Podcast Episode #1, in which you’ll hear a spirited discussion between Daniel Burstein, Senior Director of Content and Marketing, Rebecca Strally, Director of Optimization and Design, and Austin McCraw, Senior Director of Research Partnerships, all of MECLABS Institute (parent research organization of MarketingSherpa). A few highlights (timestamps are approximate): • 2:43 – A nice example from Rebecca about using a picture of an employee to reduce anxiety after a customer has filled out a lead form • 6:05 – Adding pictures of real employees to landing pages, especially lead gen pages (the case study we mention is here – https://marketingsher...

40 MIN2018 DEC 7
Comments
MarketingSherpa Podcast Episode #1: The role of the human connection in your marketing
the END

Latest Episodes

MarketingSherpa Podcast #5: Ten things you should think about before you do your next website redesign

More About Episode #5 — Website redesign “The point is: You get to capitalize on a fellow human being's misfortune. That's the basis of real estate.” The above quote is from “The Money Pit,” the 1986 comedic movie where Tom Hanks and Shelley Long attempt to renovate a recently purchased home to comedic effect. Or tragic effect, depending on your point of view. After all, as Mark Twain said, “Humor is tragedy plus time.” If you’ve ever been in charge of a web redesign project, you might think that “The Money Pit” was just a prescient allegory for a web redesign project. After all, your company’s website is its most prime real estate. And if your site is old or large, once you start diving into a redesign project you never know quite what surprises you will unearth. To help you avoid pitfalls with your own web redesign (both tragic and comic), Austin McCraw and I delved into 10 considerations you should keep in mind for your web redesign projects (while providing a few ligh...

36 MIN2019 APR 25
Comments
MarketingSherpa Podcast #5: Ten things you should think about before you do your next website redesign

What do you lead with? (MarketingSherpa Podcast Episode #4)

Customer attention is a scarce resource. There is only space for one headline in the print ad, only a set amount of characters in a paid search ad, only six opening seconds of your TV commercial. And yet, your product likely has many value attributes. So what do you lead with? These are topics Austin McCraw and Daniel Burstein dove into. 2:16 – Journalism is an industry that does a great job of focusing on what to lead with. So before the polar vortex (which, incidentally enough was so bitterly cold, it forced Austin to reschedule an in-person team training about web optimization at a marketing agency in Milwaukee), I used this example of a headline I read in USA Today: “It’s so cold that you shouldn’t talk much — or breathe.” There were many elements in the story about the cold, but that headline did a good job of leading with an attention grabber that pulled readers in and told the story. 3:51 – Who they are (in other words, who is receiving the marketing message) has a hug...

29 MIN2019 FEB 12
Comments
What do you lead with? (MarketingSherpa Podcast Episode #4)

Value Proposition: Before you express the value, you have to deeply understand the value (MarketingSherpa Podcast Episode #3)

Advertising and marketing creatives need to be armed with an essential reason why the ideal customer should buy your product. Listen to this robust, yet light-hearted conversation about pitfalls marketers can get into when crafting their value prop. Here are a few key moments from this episode: 1:55 – Austin defines value prop. 4:26 – You’re trying to set an expectation, not make a promise. 5:35 – There is a fundamental value proposition for the entire company. Marketers can feel intimidated by that because they feel like they can’t really affect it. But every person in every company can likely at least affect one of these other levels of value proposition in their daily work. 8:16 – Organizations also have a value proposition. Cultures have a value proposition. 11:00 – A value proposition workshop is a way to get key business leaders together and discover the most powerful value proposition. 12:19 – Consider the competition, even when you think the product is so breakthroug...

39 MIN2019 JAN 29
Comments
Value Proposition: Before you express the value, you have to deeply understand the value (MarketingSherpa Podcast Episode #3)

Mobile: Device or segment? (MarketingSherpa Podcast Episode #2)

How can you better serve customers on mobile devices and increase marketing performance? And really, what is mobile anyway? Is it a device – just the same people we’re trying to reach on desktop but with less screen space? Or is it a segment – people’s behaviors (and perhaps even the people) are so different when they’re on a smartphone that we need to approach them in an entirely different way? We cover this topic in MarketingSherpa Podcast Episode #2 along with lessons learned from some key experiments and an overall fun, raucous conversation that only marketers can truly understand. You can listen to this episode below in whichever way is most convenient for you or click the orange “Subscribe” button to get every episode sent right to, let’s face it, your phone. A few key highlights below: 3:00 – Rebecca introduces our topic du jour (or should I say, du podcast) – is mobile a device or segment? 5:00 – Matt actually went without a phone for 24 hours. And lived to tell u...

44 MIN2019 JAN 8
Comments
Mobile: Device or segment? (MarketingSherpa Podcast Episode #2)

MarketingSherpa Podcast Episode #1: The role of the human connection in your marketing

Marketing and technology go hand-in-hand these days. And the addition of technology has created some incredibly powerful abilities for marketers. But… We’re still just human beings trying to get a message out to other human beings. So what role should that human connection play in your marketing? It’s a topic we cover in MarketingSherpa Podcast Episode #1, in which you’ll hear a spirited discussion between Daniel Burstein, Senior Director of Content and Marketing, Rebecca Strally, Director of Optimization and Design, and Austin McCraw, Senior Director of Research Partnerships, all of MECLABS Institute (parent research organization of MarketingSherpa). A few highlights (timestamps are approximate): • 2:43 – A nice example from Rebecca about using a picture of an employee to reduce anxiety after a customer has filled out a lead form • 6:05 – Adding pictures of real employees to landing pages, especially lead gen pages (the case study we mention is here – https://marketingsher...

40 MIN2018 DEC 7
Comments
MarketingSherpa Podcast Episode #1: The role of the human connection in your marketing
the END
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