Bob Cargill’s Marketing Show
Involve Your Customers in the Sales Process

Involve Your Customers in the Sales Process

September 19, 2019

Episode 82 - Involve Your Customers in the Sales Process

The customer journey is one thing, the sales experience is another.

The process you go through in the delivery of your products and services is critical to making a customer for life.

Everyone who buys anything from you wants to get know the people behind the scenes, the hired hands and laborers, the engineers and artists, the managers and staffers, the gurus and geniuses.

The more they get to know you and your team, the more comfortable and confident they’ll feel doing business with you.

Don’t hide behind a corporate logo. Don’t work in secret.

Get out of the boardroom and into the field.

Whatever you do, whatever you sell, engage with your constituents and invite them into your world.

You’ll make more than a few bucks, you’ll make a lifelong fan.

P.S. Thanks to Kurt Brown and The Gallery Tattoo Studio in Concord, Massachusetts, not just for the ridiculously awesome tattoos, but for inspiring me to record this video about such a great lesson in sales.

Subscribe to my YouTube channel here: https://www.youtube.com/bobcargill

Like me on Facebook here: https://www.facebook.com/cargillcreat...

Follow me on Twitter here: https://twitter.com/cargillcreative

Connect with me on LinkedIn here: https://www.linkedin.com/in/bobcargil

Follow me on Instagram here: https://www.instagram.com/bobcargill/

Subscribe to my blog here: https://thebobcargill.com/ 

A Few Words with Dave Matson

A Few Words with Dave Matson

September 3, 2019

Episode 81 - A Few Words with Dave Matson

In this episode, I have a ridiculously awesome conversation with David Matson on the patio in front of the restaurant, 29 Rustic Mediterranean, in Sudbury. Dave is a digital marketer who specializes in SEO, lead generation, content strategy and social media. We talk about content marketing, SEO, community management on Facebook, even some of our favorite rock bands. 

About David Matson (in Dave's Words, from his LinkedIn Profile)

Digital marketer focused on SEO, lead generation, content strategy, and social media.

I built a business that generated thousands of leads per month for criminal defense lawyers from organic search.

I am the founder and organizer of one of the largest and oldest SEO Meetup groups in the country. http://www.meetup.com/BostonSEO/ 

Advertising is Everywhere

Advertising is Everywhere

August 21, 2019

Episode 80 - Advertising is Everywhere 

Advertising, marketing, PR and social media…all this is changing at breakneck speed.

What strategies and tactics worked for us a few years ago, or as recently as last year, could easily backfire on us today.

We can’t afford to have whatever messages we’re sharing with our own respective audiences be anything but relevant, timely, engaging and even amusing.

Never mind the glut of content people are trying to sort through and digest, many consumers, customers and clients won’t tolerate anything that even resembles a sales pitch anymore.

Stop begging for business and start earning that business.

Stop trying to fool those on the receiving end of your messages and start trying to help them.

Stop hitting listeners, viewers and readers over the head time and again and start listening to what they really want from you.

Stop ruining their experience with media they enjoy by interrupting them, underestimating them, talking down to them and yelling at them.

Whether you engage this way with your constituency is up to you, of course, but the choices you make in how you market to the masses could make or break your business in these transformative times.

A Few Words with Jeff Copetas

A Few Words with Jeff Copetas

August 12, 2019

Episode 79 - A Few Words with Jeff Copetas

In this episode - recorded at Out of Office in Hudson, Massachusetts - I talk with Jeff Copetas, Senior Director of Web and E-Commerce at Avid Technology, about dress codes in the workplace, homegrown videos, content marketing, social media, sales, advertising, Peter Frampton, Matthew McConaughey and much more. 

My favorite quote of Jeff's from this episode? "Marketing is not 'buy my product anymore.'"

About Jeff Copetas 

Jeff says, "I use my 20-plus years in E-Commerce, Digital Marketing and Social Media to help teams succeed and create value inside of organizations. And to have fun doing it, because that's just as important. Completely driven by data, conversion rate optimization, A/B testing and ALWAYS taking the perspective of the customer. Other than that, I am also a person. I love nonfiction books, ice cream, music and playing ice hockey. I’m a huge fan of long, hot showers and the Director of Web & ECommerce at Avid Technology."

A Few Words with Peter Berson

A Few Words with Peter Berson

July 29, 2019

Episode 78 - A Few Words with Peter Berson

In this episode - recorded on the outside front patio at 29 Rustic Mediterranean in Sudbury, MA - I talk with digital marketing professional, Peter Berson, about his partnership with the digital marketing agency network, WSI, and his thoughts on everything from social media to SEO, TikTok to Twitter, industry disruption to personal branding. Listen...

About Peter Berson (In His Own Words)

My name is Peter Berson, and I’ve been part of the WSI team for a year. Based out of Westford, Massachusetts, I enjoy living here because of the oceans, mountains, and the city of Boston.

When thinking about the skills I bring to our clients, I’d highlight that I’m a Strategist and tactician working with businesses in getting discovered on the internet since 1994. I’m the Director of a team of experts who create stand-out website designs and develop plans to help clients with online brand management. 

In addition to my partnership with WSI, I have 25 years of experience working with high-tech startups. I have worked in development, quality assurance, pre/post-sales consulting, presenting products, and perfecting marketing skills. This extensive experience allows me to help your digital marketing needs with Responsive Web Design, SEO, Social, Business Analysis. Peter graduated from Framingham State College with a BS in Computer Science.

How would I describe my focus few words, "I'm a Marketing strategist helping identifying companies lead generation problem and the solution to solve it."

Aveli By WSI
Westford, MA 01886
Phone 978-496-9176
Peter Berson, Principal
Web: http://avelibywsi.com 

There’s No Yabba Dabba Doo on Social Media

There’s No Yabba Dabba Doo on Social Media

July 24, 2019

Episode 77 - There's No Yabba Dabba Doo on Social Media 

There’s no quitting time on social media.

There’s no signing off for the day.

We’re not talking about a routine, nine-to-five job, after all.

We’re talking about a job that requires you to be conspicuous in your presence day in and day out - nights, weekends and holidays, too.

You never know when your connections and customers are going to want to engage with you.

You have no idea when your followers are going to have a question for you.

If you’re out of sight, you’re out of mind when it comes to doing business on LinkedIn, Twitter, Instagram, Facebook and the like.

There’s no Yabba Dabba Doo on social media.

Social Media Can Change the World

Social Media Can Change the World

July 18, 2019

Episode 76 - Social Media Can Change the World

Far too many brands and businesses are trying to fit a square peg into a round hole on social media.

They’re using LinkedIn, Twitter, Facebook, Instagram and the like as broadcast channels, places to promote themselves instead of to share and engage with others.

They're not posting nearly enough, either.

They're still not getting it.

Marketing, advertising, sales, PR, heck, whatever line of business you're in…it’s all changing rapidly before our very eyes. Consumers don’t believe anything anymore. So, transparency wins.

You want to have your audience’s attention? You want to earn their trust and loyalty? Stop manipulating them and start listening to them. Put yourself out there on a frequent basis and let them get to know you as a human being, not a corporate logo or a company executive.

Social media is a natural extension of ourselves, a documentation of who we are as people in both our professional and personal lives.

Social media can help you grow your business and your own personal brand.

Social media can educate, entertain and enlighten.

Social media can help, or it can hurt. It all depends on how we use it.

Social media can change the world.

A Few Words with Julia Becker Collins

A Few Words with Julia Becker Collins

July 9, 2019

Episode 75 - A Few Words with Julia Becker Collins

In this conversation, Julia and I talk about her role as Chief Operating Officer (COO) at Vision Advertising, her "work hard, play hard" spirit, her accomplishments as an athlete and the many challenges she's faced in both her personal and professional lives. 

About Julia Becker Collins (from Vision Advertising's website at https://www.vision-advertising.com/julia-becker-collins-chief-operating-officer/)

Julia Becker Collins is the Chief Operating Officer here at Vision Advertising. If Vision Advertising was a wheel, Julia would be the hub on which everything turns. She leads all aspects of the company, from developing and implementing the marketing plans of clients to managing the operations of all of Vision’s staff. Under her leadership, this marketing agency continues to grow, bringing on new staff and clients. Julia runs Vision Advertising and is the primary point of contact for everything from new clients to her growing staff.

Before joining Vision Advertising in 2016 as the Vice President of Marketing & Operations, Julia already had 12 years of experience in marketing, event planning, and fundraising in the corporate and nonprofit world, including strategy and implementation of inbound and outbound marketing, national trade shows, public speaking, social media management, direct marketing, Salesforce administration, and website creation.

Previously, Julia was the Director of Marketing at Boston Color Graphics, a full-service marketing firm that specializes in fundraising marketing solutions for nonprofits across the U.S. She has also worked with notable nonprofits in the Boston area, such as Temple Emanuel and Hyde Square Task Force, where she focused on communications strategy and implementation, public relations, fundraising events, capital campaigns, major gifts, and restructuring departmental systems.

Julia is also the Founding President (emeritus) & Co-Founder of the MetroWest Women’s Network, a group of ambitious local women that work together to meet their goals. 2,400 members and counting, the Network is comprised of an active online community and monthly offline events that support local women-owned businesses and offers networking opportunities for women at all stages of their careers.

Julia holds an MPA from Framingham State University and a BA from the University of Massachusetts Amherst. She was awarded the Distinguished Alum Award by the University of Massachusetts Amherst’s Women, Gender, and Sexuality Department in May 2016.

Julia brings both her entrepreneurial spirit and own brand of women’s support and empowerment to her work and play. At Vision Advertising, she mentors female staff and business owners to succeed at their work and life. She regularly speaks at women in business events hosted by her network and in the greater Massachusetts area in conferences and seminars on topics from women in business to marketing strategies. Julia is also an avid volunteer, especially with her alma maters.

Julia has always been about overcoming obstacles. When a major illness struck her in 2014, Julia was in and out of the BIDMC Emergency Room. After recovering from a serious surgery in which three of her organs were removed, she decided not only to get back to her previous health, but to exceed it. 5 years later, Julia has thousands of hours and miles behind her as an athlete, training and competing in Spartan Races such as the Sprint, Super, and Beast – and has started doing all three twice as the Spartan Double Trifecta. All on top of regular running, bootcamps, strength training, barre, and yoga classes. Julia embodies the “work hard, play hard” spirit of Vision Advertising.

Personalities as Publishers

Personalities as Publishers

July 5, 2019

Episode 74 - Personalities as Publishers

Thanks to social media, every brand and business today is a publisher. The people within those organizations are usually the ones who are responsible for those publishing efforts, though. They are the rock stars, the lead magnets, the only way – in many cases – their employers would have any worthwhile content to share with their constituents in the first place.

I listened to a ridiculously awesome podcast recently, the Digiday Podcast hosted by Brian Morrissey, in which the host spoke to Barstool Sports’ CEO, Erika Nardini. You can listen to this episode here: https://digiday.com/podcast/barstool-sports-erika-nardini-barstool-aims-hit-100m-revenue-2020/

Among other things, Nardini talked about the success of her company’s many podcasts, monetizing content and building a subscription business that isn’t necessarily dependent on advertising.

“Personalities are the new publishers,” she said at one point during this conversation.

Personally, I’m not a fan of Barstool Sports, but the marketer in me sees them doing something anyone who wants to build a loyal following on social media should be doing today.

Hire people with skills, expertise and talent, of course. But hire people with personalities, too, industry thought leaders who others look up to and admire.

If you give them autonomy to engage with your audience authentically, transparently and as frequently as possible, you may get more attention than you ever imagined.

Subscribe to my YouTube channel here: https://www.youtube.com/bobcargill

Like me on Facebook here: https://www.facebook.com/cargillcreative/

Follow me on Twitter here: https://twitter.com/cargillcreative

Connect with me on LinkedIn here: https://www.linkedin.com/in/bobcargil...

Follow me on Instagram here: https://www.instagram.com/bobcargill/

Subscribe my blog here: https://thebobcargill.com/

 

Stop Trying To Be Somebody Else

Stop Trying To Be Somebody Else

June 28, 2019

Episode 73 - Stop Trying To Be Somebody Else

Stop trying to be somebody else in your marketing and advertising campaigns.

Stop trying to be somebody else. Period.

Just be yourself in both your professional and personal lives.

The most successful communication takes place transparently and authentically.

Anybody who wants anybody else to do anything will appeal more to those on the receiving end of their messages if they don’t put on airs, if they don’t try to sell.

Of course, you need to put yourself out there if you want to call attention to what you have to offer.

You can’t be inconspicuous. You can't be shy.

But don’t overthink your presentation, don’t make like it’s an act.

Your products and services should speak for themselves in the business world.

Your actions will speak louder than your words in all walks of life.

You need to earn your audience’s trust before you can earn their respect, admiration and business.

You need to be yourself.