Welcome to “Delivering Marketing Joy” with Eric Holtzclaw, the Award-Winning podcast/video series where we bring you insights and strategies to help you succeed in the world of marketing. In this episode, Eric discusses the importance of treating marketing like a magazine rather than a catalog. He shares valuable insights on demand generation versus lead generation, the power of storytelling in content creation, finding a balance between tactics and strategy, lessons from conversations with entrepreneurs, and the challenges and misconceptions of entrepreneurship. Let’s dive in and explore these key points in more detail.
Section 1: Difference between Demand Generation and Lead Generation
Eric Holtzclaw begins by highlighting the difference between demand generation and lead generation in B2B marketing. While both are important, B2B firms primarily focus on demand generation. This involves building content and attracting customers through various channels. On the other hand, lead generation is more focused on performance management and involves tactics like display ads to capture potential leads.
It’s crucial for companies to find a balance between demand generation and lead generation. While demand generation helps build brand awareness and attract customers, lead generation focuses on converting those leads into actual sales. By combining both strategies effectively, businesses can achieve long-term success in their marketing efforts.
Section 2: Treating Marketing Like a Magazine
In this section, Holtzclaw suggests treating marketing like a magazine. Instead of simply promoting products or services, companies should focus on creating content that tells stories and provides valuable information to their audience. By adopting this approach, businesses can engage and educate their customers, building a loyal following in the process.
When creating content, it’s important to keep the audience in mind. Think about what stories would interest them and how to best educate them. While incorporating keywords and SEO is essential for visibility, it should not come at the expense of providing meaningful information. By striking the right balance, companies can create content that not only ranks well in search engines but also resonates with their target audience. We work hard at Hasseman Marketing to create our content “like a magazine.” You can see examples of this on our blog here.
Section 3: Balancing Tactics and Strategy
Holtzclaw emphasizes the importance of finding a balance between tactics and strategy in marketing efforts. Many companies tend to lean too heavily on either one, but both are necessary for long-term success.
Developing effective strategies requires understanding the needs and goals of the business. Once the strategies are in place, tactics should support and align with those strategies. Consistency is key in executing strategies, and it’s important to give them enough time to see results. By focusing on both tactics and strategy, businesses can create a solid foundation for their marketing efforts.
Section 4: Lessons from Conversations with Entrepreneurs
In this section, Holtzclaw shares valuable lessons learned from his conversations with entrepreneurs. Being an entrepreneur requires taking risks and being willing to try new things. Consistency, showing up for customers, and following through are also crucial elements of entrepreneurship.
Success takes time, and it’s important to have patience. Businesses need to give their strategies and ideas enough time to see if they will work. Overnight success is a myth, and it’s essential to understand that results take time to materialize. By embracing these lessons, entrepreneurs can navigate the challenges and uncertainties of their journey with a healthier perspective.
Section 5: Challenges and Misconceptions of Entrepreneurship
Holtzclaw delves into the challenges and misconceptions surrounding entrepreneurship in this section. He highlights the fact that entrepreneurship is not for everyone, and it’s important to recognize that some individuals are better suited for traditional employment.
Success in entrepreneurship requires consistency and a long-term perspective. It’s essential to understand that results may not come overnight and that building a successful business takes time. By setting realistic expectations and staying committed to their goals, entrepreneurs can overcome challenges and achieve their desired outcomes.
Conclusion
In conclusion, Eric Holtzclaw emphasizes the need for a healthy perspective on the entrepreneurial journey and the importance of consistency and patience in marketing efforts. By treating marketing like a magazine, focusing on storytelling and valuable content, finding a balance between tactics and strategy, and embracing the lessons from conversations with entrepreneurs, businesses can navigate the challenges of the marketing landscape and achieve long-term success.
The Apple TV series Ted Lasso has been a hit with audiences and critics alike, but it’s not just a heartwarming comedy. It’s also a treasure trove of leadership lessons that can be applied in any workplace. Here are five lessons in leadership from Ted Lasso.
5 Lessons In Leadership from Ted Lasso
Create A Vision: Give your team something to BELIEVE in. If you want to build a great culture and a great team, you need a unifying vision. Your job as a leader is to create that vision…and get them to buy into it.
Listening Builds Trust: Sometimes as leaders, we think we need to tell people what to do. And sometimes, we do need to do that. But often, when you listen to those who are on the front lines of your team, you can uncover real issues that need to be fixed. And when you do that, you build trust.
Forgiveness Is a Superpower: This is a theme over and over in Ted Lasso. We all make mistakes. Some of your team members will too. But when you can forgive those mistakes and move on, you can forge real and strong relationships.
Toxic People Kill Culture: We have all seen it. When there is an uber-talented team member, they often get special treatment. And when that person is a jerk, it can really tear down the culture of the team. Getting rid of that talented team member can often be the bravest and most powerful move a leader can make.
Power In Positivity: When you create a culture (like Ted does) where you continually lift people up, they feel better about the organization. And in my experience, if you spend time lifting them up on a regular basis, when you need to provide candid feedback, they are more open to it. Ted Lasso created a positive culture that provided a fertile ground for success. I hope you do too!
Welcome to the Hasseman Marketing featured Product of the Week! Our goal each week is to show you a piece of branded merch that we love…and give you 3 reasons to love it too! This week we feature Pop Up Display Podium. Watch this short video below.
Here are the 3 reasons we love the Pop Up Display Podium
So EASY: Setting up your table for events can be a real pain sometimes. With the Pop-Up Display podium, it takes a lot of the fight out of it. It makes set up a snap!
Full-Color Imprint: When it comes to having a display, you want to tell your story. The full-color imprint allows you to tell that story however you want. Have a full-color logo? No problem.
Easy For Travel: Because it breaks down into a small carrying bag, you and your team can take this anywhere. Those big displays are cool and have a place. But for those “pop up” events, this Pop Up Display Podium can be the perfect tool to promote your brand.
So that’s why we love the Pop Up Display Podium for our Hasseman Marketing Product of the Week! Want to learn more? Click here to start shopping today.
Hasseman Marketing is your one-stop marketing shop. We work hard to “Deliver #MarketingJoy to you. If you want to make sure you never miss an update, now is a great time to become a VIP. Sign up to be “on the list” here.
Targeted Marketing is an essential element for any business to thrive in today’s marketplace. The success of a business depends on how effectively it reaches its TARGET audience and how it positions itself as the go-to solution for the audience’s needs. You don’t want to target everyone. It works to reach exactly the right type of person. Your customer. That is why we at Hasseman Marketing have created this TARGET Marketing Framework.
Let’s talk about what TARGET stands for…and how you can implement it in your business.
T-Stands For Target
When working with clients, so many of them are stumped by the question, “Who is your perfect customer?” Many of them are even a bit annoyed. They will tell me that everyone is their customer. To that, I always say “If everyone is your customer, no one is your customer.” You just can’t market to everyone. You don’t have the budget. Spending the time to target that ideal customer can help you create a marketing message that reaches them…right where they are!
A-Is for Attract
The next step is to build your audience. While many people understand that this means social media, they lose sight of building the list that they own. Now is a great time to start to develop assets (like a lead magnet) that will help you start to build a list that you don’t rent…you own.
R-Is for Reach
Now is the time to expand your Reach. Now that you have a way to collect information, it’s time to promote and create content across all of the platforms that your ideal customer likes. Make sure you are not JUST selling. Too many businesses create “content” that is just advertising. Create content that provides value. When you do that, you can create more content…and it will help to grow your reach.
G-Is for Go Get it!
Now it’s time to sell. It’s time to “Go Get it!” So many entrepreneurs and marketers leave money on the table because they are wishy-washy and don’t ask for a sale. When you are providing value, just do that. But when it’s time to sell…go get it!
E-Is for Enthusiasm
Okay, so you have customers. Now it’s time to build a brand. It’s time to create enthusiasm for the brand. Your organization can do this by creating an experience that dazzles the customer. And one way to dazzle your customers is to show appreciation. This is the perfect time to grow with your customers…and create a tribe that is loyal to your brand.
T-Is for Track
At this point, you have a lot of activity. But what is working? Now is the time to create a scoreboard in order to track the activities…and the results.
So there you have it. These are the basic guidelines for the TARGET Marketing playbook. Do you want the TARGET Marketing Playbook? You can get that for FREE here.
And if you want to dig deeper still, please attend our latest webinar on the TARGET Marketing Playbook coming up on Thursday, May 4th at 2 pm. Please click here to register! We can’t wait to see you there!
Hasseman Marketing is your one-stop marketing shop. We work hard to “Deliver #MarketingJoy to you. If you want to make sure you never miss an update, now is a great time to become a VIP. Sign up to be “on the list” here.
“Nothing happens until someone sells something.” Most organizations have to “sell” their products and services somehow. And if that’s the case, every person in your organization is in sales. But some people in your company are probably tasked with sales. So how do you maintain a consistent pipeline? How can you keep sales coming in month after month? What can you do to grow your sales?
We want to help.
That is why we have created our new webinar outlining a 10-Step Repeatable Sales Process. Sign up now.
The webinar will be only 30 minutes and we will cover some tactics you can get started on immediately.
So please join us! Just head here to register now. And please feel free to invite other team members that you think might get value from the training!
It’s FREE. It’s ACTIONABLE. And it’s Friday, January 27th at 2 pm. Please register here.
Hasseman Marketing is your one-stop marketing shop. We work hard to “Deliver #MarketingJoy to you. If you want to make sure you never miss an update, now is a great time to become a VIP. Sign up to be “on the list” here.
