The Invisible Disruptor COVID-19

Change of Plan

After having so much going on with COVID-19, I wanted to bookmark this timepoint in our podcast history. This is a significant point in our world history, so I’d be remiss if I’d carry on as usual. The picture of Mark Cuban (via Uproxx) of him finding out the NBA league regular season was suspended is the perfect example of how a lot of people feel.

Since I did this podcast with only a few moments before I typically publish, my goal was to let you know this is a disruption and not panic. Our industries are well equipped to continue to take care of our basic needs, but what we don’t have is a vaccination.

This invisible disruption is critical to note because serious moves are being made to minimize the spread of disease and to continue the bull market we had for the last 11 years.

Be Proactive

If you’re healthy and want to help, go out there and make some social good happen. The disruption doesn’t have to disrupt your life. Our communities need a lot of help. 

Steph Curry and his nonprofit is going out into Oakland and is helping his community. Due to the K-12 schools shutting down, we have some kids who need food and activities. Check out what Steph and his foundation doing: https://www.nbcsports.com/bayarea/warriors/coronavirus-steph-currys-foundation-help-feed-out-school-students.

As mentioned in the podcast, Kevin Love is giving back to his own supporting cast in Cleveland. He pledged $100k to his foundation to help the stadium’s hourly employees. I believe he was the first NBA player to act. Check out Kevin and his foundation: https://www.tmz.com/2020/03/12/kevin-love-donates-100k-support-arena-staffers-covid-19-suspension/.

We all can do some sort of social good.

Take Care of Yourself

One thing I didn’t emphasize enough in the podcast, please take care of yourself. It doesn’t matter if you are or not a vulnerable population, please take care of yourself. Continue to enjoy each other. Even if you have to quarantine, don’t isolate yourself from family and friends. 

We’re all in this together. We’ll get this thru this together.

Also, don’t forget to smile!

Main Podcast Headliners:

For the podcast listeners, the following below are the links to topics covered in the show:

World Health Organization: https://www.who.int/emergencies/diseases/novel-coronavirus-2019

ESPN: https://www.espn.com/

US Department of Education: https://www.ed.gov/

Secretary DeVos Releases New Resources for Educators, Local Leaders on K-12 Flexibilities, Student Privacy, and Educating Students with Disabilities During Coronavirus Outbreak: https://www.ed.gov/news/press-releases/secretary-devos-releases-new-resources-educators-local-leaders-k-12-flexibilities-student-privacy-and-educating-students-disabilities-during-coronavirus-outbreak

CNBC Business News: https://www.cnbc.com/economy/

The Federal Reserve has taken massive steps to help markets. Here’s what’s left in its arsenal:

https://www.cnbc.com/2020/03/15/the-federal-reserve-has-taken-massive-steps-to-help-markets-heres-whats-left-in-its-arsenal.html

Recession Definition: https://www.investopedia.com/terms/r/recession.asp

Host: Nathan Webster, NW & Associates, LLC (aka, Mr. Social Entrepreneur)

Enjoy the show!

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How to Hire a Marketing Company

The new marketing is digital marketing in the 21st century. As aspects of marketing get more sophisticated in this new era of buying everything online, the process of finding an expert marketer or other professional services isn’t as clear. If you’re using a B2C (aka, business to consumer) approach, the search doesn’t have to be hard or complicated, especially since the introduction of Upwork and Fiverr. Those two companies are great B2C platforms for customers looking for freelancers but not B2B (aka, business to business) professionals.

So let’s get more specific.

How do you hire a marketing company?

That’s a great question to ask. If you’ve never hired a marketing vendor, there’s no Angie’s List like you’re looking for a trade skilled contractor or vendor (i.e., painter, plumber, landscaper, terminator, etc). 

Some basic questions for a marketing freelancer but not an agency:

1. How long have you been doing _________?

2. Do you work out of your home?

3. Is this the only type of work you do?

4. Are you employed by another company, or is this all that you do?

5. Do you have other people helping you make this product?

These are pretty basic for a B2C. They may help you get a bit further in the qualification process when choosing a freelancer but may not be what you’re looking for. Ultimately, it would be best if you based it on whether or not it’ll be a good fit.

Hiring an SEM Agency

When searching for a specific company to do “xyz” for your business, the questions and process can be much harder. I’ve been asked several times that quickly determined we’re not qualified but didn’t mean we weren’t a good fit. It’s important to ask the right questions. Hopefully, both the vendor will ask questions as well to ensure the compatibility is mutual.

For example, our company at NW & Associates was asked to conduct SEO (aka, search engine optimization) by one of our current clients at the time, but they didn’t know what exactly they wanted. After saying no due to lack of substance, we later found out they went with a solicitor (via phone) and was sorely disappointed with the results. If they had asked the right questions, it would have been a different scenario.

The scope of the project will determine the level of expertise and workload.

Hence, why Kent and I did this podcast. I wanted to educate the prospective consumer base on how to go about finding the right fit for your company.

Too many people and businesses are running scams, which is why you need to know the difference.

Questions to Ask

In the podcast, Kent goes over these questions:

1. Does the agency/consultant demonstrate a consistent ability to generate a return?

2. Third-party validation. Does the agency have a track record of receiving SEM/PPC/SEO industry or business awards and accolades from third parties (Clutch, CrowdReviews, etc.)?

3. Is the agency a follower or leader?

4. Credentials. How much relevant experience does the executive team have in digital marketing?

5. Does the agency have relevant industry vertical experience, or will they have to ramp up on your dime?

6. Is the vendor in question providing a budget that seems like a bargain, especially compared to competitive bids?

7. At a basic level, is the SEM/PPC/SEO vendor adding value by educating you, the client?

8. Has your SEM/PPC/SEO vendor tested or used your product or service?

9. Does the digital marketing vendor provide input on future iterations of your products and services?

10. Does the marketing agency have reputable referrals and partners?

For more in-depth questions, go to Kent’s 12 Questions to Ask When Hiring an SEO/SEM Company:

12 questions to ask when hiring an SEO/SEM company

Host: Nathan Webster, NW & Associates, LLC (aka, Mr. Social Entrepreneur)

Guest: Kent Lewis, Anvil Media (aka, PDX’s Godfather of Marketing)

Enjoy the show!

Photo by Luke Chesser on Unsplash

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How to Promote and Get Results

There’s nothing more frustrating than spending an exorbitant amount of money and time on an ad and don’t receive a return on investment (aka, ROI). One of the biggest lessons I learned when I was promoting my nonprofit years ago, was to stay in within my comfort zone for content creation so I could have a plethora of options for my marketing mix. The uncomfortable part was distributing the various content through every possible channel without knowing the response- and yes, it was completely uncomfortable.

When I was initially preparing for this podcast, I was sidetracked by all different possibilities. I have so much to share and asked myself what could I add to compliment the other episodes.

“Should I talk about a marketing mix?”
“What if I expanded on Google ads since Kent and I already spoke on it from a previous podcast?”
“Maybe I should talk about Facebook pages and their ad center.”

Then it came to me. Focus on the easiest way to make money.

Anyone Can Promote

One of the best ways I learned how to promote was the candy bar at church when I was a pre-teen. In between Sunday School ending at 11:15am and church service starting at 11:30am, the church groups would sell chicken, chips, soda, coffee, candy, and more yummy goodies.

I sold the candy and chips because I was good math, and loved talking with adults. The profits went to our youth group for trips and supplies. Plus, it was fun.

Despite being a shy kid, I always loved to be challenged so it was a great fit.

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Promoting Personal Brand via Public Relations

The mass marketing model is quickly going away. Even though I may have grown up with a television set as the only means of family entertainment, I can’t say that’s the same for me and my kiddos. My kids get mad when we have to watch commercials.

Kids: “Dad, why can’t we fast forward through all these commercials?”
Me: “It’s how they pay the bills.”
Kids: “Oh my gosh, Dad. It’s annoying.”

Of course, I have my “back in my day” speech in my head. I’ve also said it out loud and then they really get annoyed. So as a marketer, you have to adjust to current times and made me think of my interaction with them.

The disruption of technology has impacted the marketing world as well. From the larger companies understanding it’ll be better coming from a consistent voice and person, the marketing mix is being promoted via a person. It makes the brand much more personable. Here are some examples:

Kent’s Simple Steps

When promoting a personal brand via public relations, Kent breaks down six simple steps. I encourage you to listen to the podcast a couple of times if you’re just beginning. Below are the steps:

  1. Speaking Engagements
  2. Syndicated Articles from another Brand
  3. Securing Press Coverage
  4. Social Media Presence
  5. Industry Awards
  6. Paid Speaking & Book Sales

Developing a personal brand cannot be done overnight, so take your time.

Here’s Kent’s Portland Business Journal article.

To keep it real and honest, don’t be scared to ask for help. Our marketing company, NW & Associates, LLC, specializes in brand marketing and helping all types of businesses go to the next level. However, we’re not as big as Kent’s company, Anvil Media.

And we’ve talked about influencer marketing, and it’s not the same thing.

Ultimately, what I’m saying is you don’t have to do this alone.

Happy branding!

Host: Nathan Webster, NW & Associates, LLC (aka, Mr. Social Entrepreneur)
Guest: Kent Lewis, Anvil Media (aka, PDX’s Godfather of Marketing)

Enjoy the show!

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Make $100k without a College Degree

On January 1, 2020, I have a chance to sit down and interview a driven and passionate individual. Her name was Blaire G Hervey. I met Blaire via LinkedIn a couple of months prior, and we hit it off in my opinion like we were long-lost cousins.

We sat down for the podcast interview, which was our second time meeting, and it clicked as if we picked up where we left off the last time we met. When Blaire started talking about the interview questions, I realized she and I would be doing several more episodes, because there’s not enough time to pack all of her diamonds in one podcast. 

Blaire’s attitude was infectious. She possesses a mentality that nothing will hold her back, keep her down, or stand in her way. Blaire glowed with determination. 

[I always love it when I can say “Fail Forward” with people and they immediately get it. Blaire got it.]

For the podcast, this was the first time we focused on helping anyone make a specific amount of money. The goal of the podcast has never been about money, but we can’t live without it either. As social entrepreneurs doing social good, I realize we as a collective can focus too much on the purpose of the organization rather than the profits, so it was good to balance it out hence, why Blaire’s episode was so powerful.

Blaire’s story, just like many others, or one can fall in love with because they can identify it as her own. Her story isn’t only about ‘hard work’ or ‘hustling’ to her next opportunity. So when she told me the title of her show would be, “Make $100k without a College Degree,” I was like, “this is going to be good.”

Making $100,000 without a degree is mind-blowing for any hard-working blue-collar worker. To make six figures without a degree isn’t what’s promoted in society, so this episode is one of my favorites. I hope you’ll enjoy it as well. 

I take my hat off to Blaire and all that she had to accomplish. However, I believe she’s going to earn way more than $100k because she doesn’t settle in mediocrity. She walks in excellency. 

I’m looking for my great conversations with this gamechanger. 

Host: Nathan Webster, NW & Associates, LLC (aka, Mr. Social Entrepreneur)
Guest: Blaire G. Hervey, Runway Erday & ZoomInfo Powered by DiscoverOrg

Enjoy the show!

Click here to submit your iTunes review!

Dream Big,
N

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How to Become an Industry Influencer

Let’s get to the core of why you clicked the link to read this. In order to be relevant in today’s time, you have to be an industry influencer. So, how do you become a brand or industry influencer in your space?!

You have to dominate your industry. Period.

Oh, wait. You want tangible steps of the how, right?!

Kent has you covered in the podcast. For the listeners wanting some text for context, he wrote a great article on LinkedIn. Follow along by clicking this link –> https://www.linkedin.com/pulse/how-become-industry-influencer-part-1-2-kent-lewis/.

Host: Nathan Webster, NW & Associates, LLC (aka, Mr. Social Entrepreneur)
Guest: Kent Lewis, Anvil Media (aka, PDX’s Godfather of Marketing)

Enjoy the show!

Click here to submit your iTunes review!

Dream Big,
N

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The Optimization Geek in the Hoodie

Any form of business within the same industry can be cut-throat, but that’s not how I view things. I’m not one who believes to trample on others to get what I want. I truly believe there’s enough money for every business to succeed. However, not all businesses will succeed because they’re in it for the wrong reasons.

My findings in my experiences of why businesses fail is the inability to help others. Since we only have 24 hours in a day, I know there’s only so much I can do by myself, which is why I’m elated to have this article focused on The Key Business Strategy You’re Not Spending Enough Time On by Mike Arnesen from UpBuild in Portland, OR.

Finding fellow geeks in this competitive space can be difficult, but they’re out there. Have faith in your value and what you bring the table, which is how I met Mike. Therefore without further ado, I’m happy to introduce PDX’s Optimization Geek, Mike Arnesen’s article.

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Buy Google Ads With Kent Lewis

For those marketing managers contemplating whether or not to use Google’s Ads for marketing (previously Google Adwords in 2018), we’re going to cover a simple way how to use them. As you know, Google Ads are everywhere. If you have a business address or email with Google, you’ve received a coupon from them encouraging to run an ad and they’ll match a dollar amount.

The episode base of the topic is Kent’s article on encouraging companies to buy their own brand for ads. It’s pretty simple to say, why, rather than ask the question. Here are 5 reasons:

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Omnichannel Marketing

By Kent Lewis, Anvil Media (aka, PDX’s Godfather of Marketing)

The goal of smart marketers is to target prospects and customers with the right message in the right place at the right time to maximize brand awareness, positive perception and ultimately, sales. With the proliferation of smartphones, tablets, laptops, and social media platforms, it is becoming increasingly challenging for brands to craft and digitally syndicate a message that will achieve the goal. One solution to the challenge is omnichannel (aka omni-channel) marketing, defined as a multichannel approach to sales (and marketing) that seeks to provide customers with a seamless shopping experience, whether they’re shopping online from a desktop or mobile device, by telephone, or in a brick-and-mortar store. This podcast covers the fundamentals of an effective omnichannel marketing program.

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