In this economy

From Peter Brusso, CEO of Infocard.cc (http://www.infocard.cc)

Wow.. is this a nuts time or what? Marketing in a down economy is very important but let me tell you a few things to think about.

First, in an economy like this, usually the stupid company's cut sales and marketing expense's in hope to save money. The last ones you should ever cut are those. Focus on why your marketing sucks, not the budgets or people. Listen, a good marketing manager must design a campaign that works, not just spends money. With all marketing it should bring in more money then it costs, or something is wrong with the strategy altogether.

Second, in an economy like this, you need to utilize an integrated marketing approach ( a really good video on this is at: http://101marketing.blip.tv/file/1211384/). That is you need to have a marketing strategy that spans the old and the new. More people then not, when they are looking for something, oh like over 82 percent of them start looking on the Internet, so like, hm... is your marketing taking advantage of the Internet? Of course, I'm not just talking a fancy website either, but embracing the power of podcasting plus web 2.0 tools? If not, you need get up to speed and integrate this into your marketing mix, like right now! I also just posted a new video about what is important to remember about your website : http://101marketing.blip.tv/file/1953816/

Third, in an economy like this (I think I love to say that, haha), even with 10 percent unemployment, there is still 90 percent employed! People are spending money still... they have too. However, their spending profile is changing. They are looking to spend with those products, companies, and people they trust. This is really important to understand. Remember, it's what in this for the customer, not what is in it for you. I always try to get people to understand why people pay you money... and that brings me to another audio podcast for you http://101marketing.blip.tv/file/300839/ , don't forget to hit the start button!

I will have more later, and good luck in restructuring your marketing strategy!

Peter Brusso

A great podcast on Internet marketing with Hip3.com

Marketing isn't easy. Marketing isn't doing one thing. Marketing is understanding your customer and delivery avenues plus the importance of understanding a niche of customers. I was fortunate to meet Jon Cline and Markus Van Loan, at the City Club on Bunker Hill. I am a member and so are they.

Most who follow me, all 30,000 of them, know that I believe in "swarming" your clients with your materials. Part of your marketing mix should be "Internet marketing". Internet marketing is becoming one of the most pieces of your marketing mix. Why? Over 80 of the people who look for anything, are now starting on the web. It doesn't take a rocket scientist to understand the importance of that statement. Ok, so where are you on the search engines list (the three big ones (Google, Yahoo, and MSN))? Should you buy adwords? Should you dump lots of money into your website? How do you drive traffic to your site? How to you keep them involved with you? Well, you need to listen to this two part podcast to start to lay the foundation for your Internet marketing!

I was so please to find others who understand the Internet and where its going. We covered the following topics: Doing business on the Internet, Integrated marketing, four generations in the market place now, organic search engine techniques, niche economics, long tail search terms, what Google likes, online marketing landmines, and much more..... Action packed huh! Well, I know this is a good primer for all those who want to start to get their arms around Internet marketing.

Also remember.. that if you do the wrong things on your website.. you will be banned from the search engines... don't believe that? Go ask BMW.. who was banned from Google as they hired the wrong company to do their website.. they used techniques that were touted to get them to the top of Google.. by using techniques to "fool" Google.. well.. if you use these "slime ball" techniques.. you will get your site banned.. Learn from these podcasts about the "right" things to do.. and don't try to fool people... remember, there are only two types of people in the world... Pirates and partners.. they both start with the same letter "P", but they have uniquely different results on your life..

Peter Brusso

101 Marketing

http://101marketing.blip.tv/

101 marketing update:

Wow… where has the time gone? Lets start with what is first, is first… I have been doing a huge amount of podcasting and watching the industry change. I have started to include my podcasting attorneys into my 101 marketing show mix, as they are using podcasting in a marketing way. Thus, I feel it’s important to see what they do also. Enter Demetria Graves, a family law attorney in Glendale CA. She is among the many thousands of attorneys and how is she going to stand out in the crowd? By using my marketing system of blogging:podcasting:SEO website. If you have not been following me, then here is the short story.

Fact: over 80 percent of the people who look for anything, start on the Internet. So, unless you are top in the search returns, you are just lost in the noise. So, using my triangle approach, you can rise right up to the top of the search results. There is more about this at my podcast university, and I use the term loosely, http://www.podcastingforlawyers.com/Podcasting_U.html . So, Ms. Graves is starting down this path and we have seen some really cool results too, in such a short time. Her podcasts were picked up by Mefeedia.com, and is now starting its next mission of “viral” marketing. The more other sites pick up her stuff, the more “relevance” Google puts in the material. And this means that her material will be used for “relevant” search results based on the “keywords” she has at her site, podcasts, and blogs. So, back to the show, eh? Ok, we have a great podcast that talks about her needs for marketing and how things are in her industry. Attorneys are not taught how to market; therefore, they have trouble building a business. So, go listen to this great podcast… http://101marketing.blip.tv/file/968944/ .

I did a great series with Dave Luke, the ultimate business coach. His podcast has been extremely popular and can be found at: http://101marketing.blip.tv/file/893591/ . There are two of these podcasts really worth listening to, so here is the other one http://101marketing.blip.tv/file/789068/ which is the first one that got this whole thing started. Dave is a great coach and we all need them too! So, enjoy this extremely popular podcast series.

Next up on the deck for those who use podcasts is my interview with Michelle Rafter. She writes for Inc magazine and wanted to interview me about making plus using podcasts to market. Her podcast can be listened to http://101marketing.blip.tv/file/837121. What is clever here is that I recorded her interview of me, for her to use on her blog site. A podcast about an interview on podcasting! It was a great use of the podcasting tool that helped her capture all the interview for her “written” article and also material for her to use in her business. You can find her blog at: http://michellerafter.wordpress.com/.

Finally, another extremely popular interview was with a “fellow marketing guy”; Peter Hill. Peter and I discuss many of the current thoughts on marketing with web 2.0 and beyond. It is really a must listen too and can be found at http://101marketing.blip.tv/file/793360/ for anyone who is interested in using web 2.0 tools to market.

The use of Podcasting by Peter Brusso

Those that know me understand me to be a no nonsense marketing guru. If it doesn’t work stop doing it. If it doesn’t produce the results you want, then stop using it. To that end, why should you use podcasting in your marketing mix? I am going to show you the hidden secrets of podcasting in this paper. Enjoy….

There are hundreds of people that can show you how to make a podcast. As an Electrical Engineer, I could get all “geeked” out here and show you microphones, mixers, or software: but won’t. Rather I would like to explore the “after” you have produced a good quality podcast.

What makes a good quality podcast?

Podcasts usually have good quality sound, no background sounds (unless you are doing in situ podcasts), no 60-cycle hum, no pops, lead-in and lead-out music. There are other things that also add to the professional nature of a podcast, such as, a brief description of the podcast in the front lead-in music, etc. Suffice it to say, there is an anatomy of a good podcast and one should strive to have such for their show. Otherwise you might tend to niche your podcast too much! So follow the simple guidelines of making a good quality podcast so that you maximize your possible success.

Ok I have a good podcast, now what?

There are many purposes for podcasting but most come down to one thing: to become a recognized subject matter expert (SME). Yes, that it! You want your listeners to understand that you are the expert in your field or niche. In this day and age, marketing has changed. Long gone are the cold calls, the door knocking, and all those types of sales/marketing activities. In the old days, we did business with those we knew and trusted. Well folks, guess what? We are back to our basic human trust model; doing business with those we prefer and trust. Podcasting is the exact tool to perform this type of marketing! You gain that trusted position by expounding information that helps your listener, even if you don’t know who they are, and that gains you a trusted place in their mind. Thus when it becomes time to hire or buy, you are top of mind awareness with your listener!

Another aspect of podcasting is how you use a podcast.

Once you have your quality podcast, besides putting it up for the world to find, there is an important option. As with good business principles, a company can be targeted for possible future business. As you generate your target company list, many times you also identify the target person in that company as well. So now you are in the podcast world what would you do different then before? You can email and snail-mail an invite to listen to your podcast, right to the target person! This gets you in front of your target and you can start to build a relationship with that target prospect.

I had an old friend that used to raise money for groups and she said if you are asking for $1,000 donation for example, you had to touch your candidate donor one time for each zero in the asking amount. That means, in this case, three times. Podcasting can do that in spades! I always recommend that you have at least 6 good episodes up on your podcast show, such that you now have 6 chances of touching your prospect.

What is the next hidden secret use of podcasts?

Use your podcast as a direct mail letter. Ask your prospect to come on your show! Yes, it’s a very flattering thing to do and you would be surprised how many do accept the offer. In this way, they get a chance to learn about you and you about them. The more of a relationship you can build; the better you can find ways to help your prospect. Say nothing of the trust and SME status you are building with your prospect.

In closing, the three best uses of podcasting are: 1) to build your reputation as a subject matter expert (SME) in your niche, 2) to be able to use your podcasts to target market your prospects with your SME status, and 3) to give you a platform to build a trusted relationship with candidate prospects. Anything short of these things is just hot air.

Make your time and effort really count, go backwards in time and build trusted relationships. You will truly enjoy the fruits of your labor. Forget hard selling, cold calling, and all that nonsense. Swarm your clients with your expertise and podcasting should be one of those “expertise” tools you use in your marketing mix.

My name is Peter Brusso; now go build some trusted relationships!

714-931-8123

Manage your brand!

I was on the small business forum the other night and was reading threads on branding... many pros and cons on the topic. I was surprised at how many said don't worry about your brand, that's for the big boys. I don't think that is true at all.

We all have brands, even if we don't know it, we do! If you don't develop and manage your brand, then someone else will. So, take my advice and manage yours. I'm sure if you ask Pete Rose, he would agree completely now... after he let the drive by media manage his...

I also suggested they watch Michael Hoffmans miniCD ROM presentation on brand management, located at http://www.infocard.cc/MichaelHoffmanSample.html which I use as a primer for anyone I consult with..

Remember.. you are the brand.. manage it!

The need for Podcasters marketing!

As a podcaster myself, I needed to apply my own marketing skills to rise above the noise and I realized that I wasn’t alone. I was participating on a “Talkshoe” show and realized that everyone was podcasting but no one was marketing! Wow, that isn’t good is it?

But that describes a majority of podcasters. I listened as someone started talking about a brand, and the call in podcasters wanted to know what a brand was? You know what I said?

First, I cleared my throat and said, “You are the brand”!

I was horrified to listen to the call... the podcaster didn’t understand that he was the brand of his own show! Wow, someone needs a little lecture on 101 marketing, hum…

The more I looked and listened to podcasters, they are passionate about what they do and they don’t do marketing. So, I thought about a site that would help them market or at least educate them into what they need to be as successful as they want to be. So, I started a new website http://www.marketingforpodcasters.com ! Imagine that name! I got that name... I can't believe it!!!

Interview with Podcasting Attorney Helene Wasserman

I had a great interview with a "RED" hot podcaster, (Helene Wasserman of Ford & Harrison LLP). We talk about the benefits of podcasting for lawyers and attorney firms. It also has transferable to any business, so if you own a business where you have to rise above the noise of the competition, then consider podcasting as part of the at overall strategy. Here is the brief on the podcast as found in the URL below: "This interview is a must listen for any attorney who wants to understand how to get new business. These techniques also apply to other business sectors as well. This interview also discusses 1D, 2D, and 3D marketing plus how it affects a business. It is a combination of these Ds that really have long lasting effects on a business. Enjoy!"



http://101marketing.blip.tv/file/339772/