“Influencers Who Inspire” Our Latest Interview With Jason Miller Of Marketo

Jason Miller serves as senior manager, social media strategy at Marketo. He leads the company’s social media efforts, focusing on optimizing social for lead generation and driving revenue. He is a regular contributor to leading marketing blogs, such as Social Media Examiner, Social Media Today and Marketing Profs.

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Pick one: Beer, Wine, Soda, Juice, Coffee, Tea  or Water?

I don’t always drink beer, but when I do, I prefer Stella.

In addition to your social media strategist position by day, you are also a rock music photographer by night. What is the one band you haven’t seen live yet that you would love to photograph?

I have been fortunate enough to photograph many of my favorites including The Cult, Guns N Roses, Motley Crue, Keane, etc. But I am missing one, and that would be Cheap Trick. Their management company has ignored my requests for some reason, but there are two shows coming up here in The Bay Area that I will be attending so I am hoping they respond accordingly this time. It’s free PR for them, so I am very surprised to see them pass up the opportunity.

What parallels in skill sets can you draw from photographer & entertainment writer to the social media magic maker you are today?

Creativity, striving for perfection and the freedom to try new things. Social media marketing is all about how creative you can get while selling to your customers and prospects without selling. There’s a great quote from marketing mastermind Gene Simmons that I always go back to: “We need the people to like what we do. The more they like us, the more they will buy.” That’s been his philosophy regarding KISS and their worldwide domination, but it also applies very well to a company’s social media strategy. The mentality of ‘always be closing,’ needs to change to ‘always be helping.’

In your recent AMA webinar on the topic of Social Media for Lead generation you spoke about “getting out there and trying things.” What ‘things’ do you recommend trying first to increase engagement?

By ‘things’ I essentially mean trial and error. Social channels are simply another touch point between you and your customers and prospects. They move in real time and what works for one business may not work for the other. The idea here is to find success stories and strategies, then make them your own by adjusting the tactics to your audience. Many of your early social campaigns will indeed fail, and that’s ok. The key here is patience and not giving up too early.

How do you keep up with all of your different social networks ? What processes or tools do you have in place to make it easier?

It is challenging, to say the least. Hootsuite is essential for managing multiple social networks, but I really love reading blogs. With the looming death of Google Reader, I have switched over to Feedly to aggregate and read the blogs that I love. Flipboard is also a great option when I want a fully-integrated social feed in a magazine-style format, the only problem there is the filtering. But they are getting much better.

You talked a bit about LinkedIn as a critical social tool for lead generation, and it has certainly improved in the recent months. What do you see as the most valuable way for a business to use LinkedIn?

The most valuable way businesses can use LinkedIn right now is for prospecting, listening and building credibility. There is a cornucopia of insights within the platform, if you know how to set up saved searched-around keywords. There is also a tremendous opportunity to engage with super relevant conversations within the newsfeed and LI groups. I am really excited to see the new products that will be coming from LinkedIn for marketers in the coming months, as I believe they are just getting started.

You also mentioned Facebook as being an important lead generation tool no matter the kind of business you are in. Can you explain why that is the case?

The bottom line here is that if your business or brand, regardless of the niche you are in, doesn’t have a presence on Facebook, you are simply missing opportunities. There are more than one billion people on Facebook; if you think your customers, prospects and decision makers are not there, you are wrong. The important thing to remember is that in the world of B2B marketing, your customers and prospects are not on social to be sold to. Entertain them, tell them a story, give them something to share, help them along the way, and when it comes time for them to purchase, your company will likely be top of mind.

Measuring success is always important to any marketing initiative and tying our work with social back to lead generation is no different. For a small business that may not be able to afford a Radian6 or Marketo right now, what metrics do you recommend looking at beyond likes, shares and follows to determine campaign success. Are there any good free tools that go beyond the average vanity measurements?

That’s a great question. For a small business or anyone just getting started, I would recommend something simple but super effective such as Sprout Social. It’s a pretty decent all-around social tool and provides a nice foundation for anyone looking for a quick snapshot of the social-sphere around their business. Once you begin to get a bit more serious around your social measurement of lead gen opportunities, then you need to start tracking social as a lead source, along with referring traffic and conversions from social. You can do that with Google Analytics. The main thing to keep in mind is that when you start seeing leads come in from social, they are almost never ready to buy. You need to have a lead nurturing process in place, and that’s where marketing automation really shines.

We work some amazing and dynamic marketers and CEOs with fantastic ideas, but sometimes best intentions for writing don’t seem to happen. What is your best tip for inspiring busy executives to crank out the blog posts?

Easy. Go to lunch with them and ask them questions. Record the conversation, then have it transcribed via TranscriptionStar or a similar service. You can extrapolate from there and possibly even have two or three posts from one conversation.

As an aspiring comedian, would you please share the funniest social media update you ever posted or remember seeing across your networks? 

I don’t know if it’s as funny as it is disturbing, but I once tweeted that I woke up one morning still unable to forgive George Lucas for introducing Jar Jar Binks to the world. Somehow it got retweeted tens of thousands of times, and I ranked as the number one influencer for Jar Jar Binks on Klout.

Interested in learning more? Please leave any questions or comments for Jason below.  You can also catch up with him on the Marketo blog or follow him on Twitter.

“Influencers Who Inspire” Our Latest Interview with Rebecca Lieb of the Altimeter Group

Rebecca’s experiences as an editor, marketer and analyst with the Altimeter Group, make her a perfect expert resource for our Influencers Who Inspire series.  She is also the author of The Truth About Search Engine Optimization and most recently, Content Marketing.

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What is your favorite outdoor activity in the summer and where do you recommend going to do it?

Hot weather and I are not the best of friends. Aquatic is my way to deal. Swimming laps, bodysurfing in the ocean, or scuba diving (a longtime passion) – if it’s summer, look for me near the water!

You have spent parts of your career as an analyst, an editor and an author; which of these positions is/was the most rewarding? If you can’t pick one, what are/were the highlights of all three?

I really view all these positions as a continuum. I’ve spent my career exclusively in media, first film, then television, then digital – with a bunch of print experience sprinkled throughout (periodical and book publishing). My job has always been to scrutinize the media landscape, chart its growth, and how to connect with consumers. I also have substantial experience as a marketer (I don’t just tell them what to do – I’ve done it, too!). Admittedly, my marketing experience is confined to media as well: film and television. So basically, it’s been all media, all the time.

The most rewarding part is easy. It’s been being there as one of the most important developments in the history of media and communications has taken place and taken shape. Undoubtedly, the most exhilarating part of my career has been experiencing and watching the rise of digital channels: the opportunities, the pitfalls, the disruption and the possibilities are endlessly fascinating. Sometimes you’re just in the right place at the right time, right?

As an editor and analyst you regularly hear from PR representatives pitching you for meetings. What makes a pitch or briefing request stand out to you and /or prompts you to respond quickly?

Easy – the ones that indicate the person pitching has done their job. They know who I am, what I cover, and they tailor the pitch accordingly. You would not believe how many pitches I get about a new hotel opening in Tulsa, or executive hires in the meatpacking industry. My contact information is ‘out there’ in lists sold to the types of spray-and-pray PR firms that give the industry a bad name. The concept of “know your audience” isn’t a new one, but it’s what matters most. It’s also critical to differentiate “pitch” from “press release.” Digital changed the press release. Once the news in on the wire, it’s out there. Don’t ask me [journalist hat on now] to cover it. You broke your own story.

Digital marketers want to know — with the masses of new social marketing tools, platforms, buzzwords and best practices — how do you manage to stay current?

All research, all the time. Really. I subscribe to over 200 RSS feeds and scour them all day long. I stay in the traffic. Every week I have dozens of meetings and briefings with people and companies in the industry. It’s a full time job, and then some, and it requires a lot of focus. In other words, you have to concentrate on what matters to your area of coverage. I don’t look at ALL of social media, for example. My arena is the marketing and media aspect of those channels. I leave deep dives on other aspects to my very capable colleagues.

How do you filter the news? What news sites or influencers do you visit/follow as your go to resources for news content to share each morning? (Do you have a news outlet as your homepage or do you search Twitter for keywords that are meaningful to you?)

As I mentioned above, my RSS feeds are my homepage. When Google folds Reader, it will feel as if the internet is broken for a while. I’m currently experimenting with replacements such as Reeder and Feedly. There are also people I follow very closely on Twitter and Facebook to stay abreast.

In your upcoming keynote at the Banff Media Festival you will talk about Content Marketing in the form of the Paid+Owned+Earned Media Ecosystem. With content lines blurring more and more, who do you see as the ultimate keeper of the content within an organization?

Funny you should ask, because after I completed a research report (co-authored with my colleague Jeremiah Owyang) on the convergence of paid, owned and earned media, I worked on a just-published piece of research entitled “Organizing for Content.” This research deals exactly with the question, “where should content live in the org chart?” Precious few companies have a an actual content division, yet marketing, PR, communications, community, social media and a myriad of other company components are invested in finding, creating and disseminating content. I invite your readers to download the report, which outlines six frameworks for enterprise content orchestration.

In your opinion, what has been the most important change in SEO tactics over the last few years? How do those changes impact the way we should think about content marketing today?

When it comes to SEO, the fundamental things apply. Good content, well-written, keyword-conscious, and don’t spam or be blackhat.  I was fascinated last year when I conducted research into WHY major brands engage in content marketing. In 57 interviews with really major companies (e.g. Coke, IBM, ToysRUs, Adobe, etc.) only one single brand (Nestlé) mentioned SEO as a reason behind content marketing. My instinct is this isn’t because SEO is unimportant – au contraire – but because it’s no longer channel du jour. Like email (which, by the way, not one single brand mentioned – and what’s in an email if not content?), SEO is becoming a background channel. Like wallpaper – there, but no one’s really talking about it anymore. They’re looking at mobile, social, video. That’s fine – but beware Bright Shiny Object Syndrome, which can cause you to ignore basics and fundamentals.

What one piece of advice (perhaps from your most recent book on the topic) would you offer to a marketer starting a content marketing campaign today?

Strategy before tactics! We’ve seen this occur again and again. A new technology or channel is launched and someone says, “Hey! We need a [Facebook page, YouTube channel, Twitter presence, etc.]. A smart marketer counters with “Why?” What’s the goal? What are the required resources? The budget? How will we achieve it? Produce it? Measure it? Who’s the audience?

On a lighter note, we noticed that you tweeted the tongue and cheek Onion post, the other day, about how much people “love” being sold by sponsored content like videos on publications’ websites. Just for fun, can you share with us your favorite example of sponsored content gone wrong?

Wow – you just reminded me of something that goes way back in my career, back in the 90s when I ran global marketing for a major cable TV network. I came into the office on a Monday morning following the weekend when Princess Diana was killed in a car crash. A rival network was sponsoring a touring exhibit of her gowns. Across the back cover of a major magazine was splashed their ad, with the banner headline: A Dress to Di For!

Lastly, when you venture out of NYC for business travel what is the one thing you take with you, the one thing you can’t wait to leave behind and the one thing you can’t wait to come home to?

1. Laptop

2. Hmmm…maybe my MTA Metrocard?

3. It’s a tie: the cats and the boyfriend

Interested in learning more? Please leave any questions or comments for Rebecca below.  You can also catch up with her at the Altimeter Group website or follow her on Twitter.

Got content? 5 tips for great newsletter content

contentNewsletter creation can be remarkably challenging for even the most prolific writer. After all, your newsletter has some lofty goals: get through spam filters, attract readers’ eyes, get opened, get read, get click-thrus, convert to a lead, and if all the stars align – result in a sale. Phew!

Coming up with good content is easier than you might think. Here are some proven tips we’ve picked up over the years to help you get started:

  1. Put yourself in your reader’s shoes – Think about newsletters you like to read and try to mimic that type of content. Is the tone fun and lighthearted; is the content informative and educational? If you enjoy a specific style or type of content, chances are your readers will too.
  2. Don’t try to sell anything – Sure, the ultimate goal with any marketing tactic is to increase sales, but a newsletter should first seek to engage your audience. Your goal should be to capture their attention and provide interesting, compelling content that holds their interest over time. This helps to keep your services top of mind when your prospects are ready to buy them.
  3. Lighten up – Business is serious, but dry and dull is not the kind of content you want to provide your readers. Your content can be both informative and entertaining. Hear a funny customer story? Share it. A Ron Burgundy fan? Include a favorite quote when it makes sense.
  4. Recycle existing content – Old content can be new again. Revisit archived blog posts, customer success stories or past campaigns. Even current content on your blog, website, Pinterest page, or other marketing channel can be repurposed as newsletter content.
  5. Create repeatable content – Create a series such as a customer or campaign of the month, or a tips series where you share one piece of advice to a common challenge in each newsletter. This helps keep your readers engaged and looking forward to your next issue.

When thinking about newsletter content, remember that your audience – whether they’re prospects you’d like to convert to customers, or existing customers you’d like to retain – they opted in to your newsletter for a reason: they’re interested in learning more about your business and what you can do for them. You don’t need to attract their attention; you need to keep it. Cater to their interests with relevant content that offers valuable, entertaining, educational information. Keep this in mind as you develop your newsletter and you won’t disappoint.

What’s your best tip for creating great newsletter content? Please share in the comments.

Lights, camera, action, oh my?

clapper with handsJust as personal computers and the Internet have sparked the writer and publisher in everyone; camera enabled devices and social media are now making videographers and producers of us all. Video has not only become a part of everyone’s social life, it’s become a necessary skill in the public relations and marketing world.

Shooting and editing video has never been more accessible. Whether you use a laptop, tablet, phone, helmet, or glasses you have a video camera at the ready. With a little luck, you can capture the fun, happy, mundane or big moments in your life with ease. Where do you start when you need to shoot video in a professional capacity? A shaky camera and bad lighting may fly in coach, but a poorly shot video will lose its charm in business class.

Here are some simple tips to consider for your next video shoot:

  • Use a tripod if/whenever possible.
  • Position your subject (or yourself) a little to the left or right of center and leave a little headroom at the top of the frame.
  • For online video, avoid pans (horizontal movement of the camera) and zooms (focusing in or out using the zoom feature on the camera).
  • Don’t shoot your subject in front of a window or with the sun behind them, the best light source comes from behind the camera. If you happen to have a lighting kit – or even a few floor lamps – check out Media College’s illustrated guide to Three Point Lighting Technique.
  • Use the viewfinder on the camera to watch the interview at the same time that you look over the camera and make eye contact with the subject. This puts the subject at ease, gives him/her someone to look at and also makes the interview more natural-sounding.
  • If your subject will be looking off camera for cues, it will work best if you sit next to the camera and have your subject focus their attention towards you, not the camera, and you provide cues. This also helps put the subject as ease and makes the interview feel more natural overall.
  • Don’t make any sound at all when your subject is talking. Flipping pages, coughing, moving in chair, etc. can all get picked up by the camera’s microphone and will surely sound undesirable to viewers.
  • If your subject stumbles in their response, instruct them to relax, gather their thoughts and respond again. Make sure they do not feel rushed.
  • If your subject is willing, consider shooting multiple takes. When editing footage, it is always helpful to have multiple takes to choose from. If nothing else this offers your subject the opportunity to run through the process and to feel more at ease in subsequent takes.

Circle back after the shoot for Part 2, where I’ll discuss choosing a video editor and provide some helpful editing tips.

Have some helpful tips of your own? Please leave a comment below.

“Influencers Who Inspire” Interview with Marcus Sheridan

WHYphotoOur latest “Influencers Who Inspire” interview is with Marcus Sheridan, President of The Sales Lion – one of the premier inbound and content marketing companies in the world, training businesses large and small how to leverage content to build their digital brand and increase sales drastically. He is also Partner of River Pools and Spas, which is currently the most trafficked swimming pool company on the web and one of the largest fiberglass pool installers in the country. Marcus gives insight on inbound marketing and how it transformed his pool company into a leader in the industry.

If you were not in the field you are in, what career path do you think you would have chosen?

No question, I’d be coaching college football somewhere. I’ve always loved teaching, coaching, and competition, and if I thought football coaching would have allowed me enough time at home with the family, I likely would have gone that route.

But instead, I turned into a “pool guy” for about 10 years – and over the last two, have transformed again into a “marketing guy.”

The nice thing is, though, that I’m teaching and coaching businesses with this profession, and there’s some competition as well.

Can you explain inbound marketing to our audience?

I think this answer is often too wordy and it confuses people. My simple answer would be this:

The process of great digital teaching and communication to attract audiences (potential customers) to YOU versus throwing yourself at them.

How did you start your Pool and Spa business and how did inbound marketing help grow your company?

We started in 2001 out of the back of a pickup truck. We grew steadily until 2008, and then, almost what seemed like overnight, the banks crashed, real-estate values plummeted, and no one wanted to buy pools. Nor could many even afford them.

We had no money for traditional advertising so we had to choose a different route to take, which is when we learned about the power of inbound marketing and embraced the “teacher’s mentality” by answering every question we’d ever received from a customer on our company website and blog. Within about 6 months, the site’s traffic exploded, as did leads and ultimately, sales.

Inbound marketing literally saved our business and today we’re the most trafficked swimming pool website in the world.

Can you tell us a bit about your experience as a missionary in Chile? How did that experience help shape you as an individual?

Easily, that was the best experience of my life. It taught me how to teach groups of people in a way so that they could understand unfamiliar principles. Chile was also the place I learned to speak and present to large audiences. Before that time, I was deathly afraid of public speaking. But being forced to do it helped me realize it’s actually one of the great talents God has given me, and I work hard to use it for good.

What do you envision as being the biggest development in marketing in 2013?

This may not sound terribly romantic, but I think the concept of proper content marketing will go mainstream for many businesses in this coming year. Instead of continuing to ignore it, they are now going to be dealing with the inevitable, just as they swallowed the “I have to have a website pill” about 5 years ago.

What is next for you in 2013?

Personally, my biggest quest right now is to come up with many amazing stories of successful inbound and content marketing from businesses in all walks of life. Currently, I’m targeting specific industries and can’t wait to show the world how the principles of great digital teaching and communication are applicable to any industry, regardless of what they do, sell, or think they are.

I’ll also be speaking all over the place because, well, that’s what I’m supposed to do.