The post Digital Marketing News: Google Rejiggers Results Design, Instagram’s Brand Mentions Feature, Octi AR Social Network, & CX Gets More Budget appeared first on Online Marketing Blog - TopRank®.
Do people open your emails and delete them without a second thought? If most of your campaigns end up in the trash, then your timing — not your content — may be the culprit.
Email send time studies vary greatly on their conclusions. When the data from various companies was consolidated, it was found that midweek emails perform best, with optimal times ranging from 6 a.m. to midnight. That information may be accurate, but unfortunately, it doesn’t make the decision of when to send any easier.
Studies that recommend 60% of workdays and 75% of the 24-hour clock as the best times to send emails leave too much to the imagination. Under those guidelines, you could send an email at 10 p.m. on a Thursday or at 6 a.m. on a Tuesday, and both would be correct. That can’t be right — can it?
The truth is that the perfect email send time depends on your audience, your campaign, and your goals. A 6 a.m. Tuesday email might be great for a B2B newsletter, but it might not work for a flash sale on clothing. The infuriating answer to optimal email send time is, as usual, “it depends.”
Just because the answer varies doesn’t mean you can’t make smarter choices, though. By understanding the factors that impact your campaign performance, you can narrow your window and identify the perfect moment to deliver communications to your audience.
1. Unique time slot
If everyone agrees the best time to send an email is 9 a.m. on Wednesday, guess what? Everyone in the world will receive dozens of emails at 9:05 a.m. every Wednesday. People process information in batches, so most will see that long list of emails, glance through to make sure none of the subject lines include phrases like “Your payment is overdue,” and delete them all.
You can’t follow the crowd if you want to stand out, and neither can your emails. Regardless of what time you choose, try sending your emails at an unusual time, like 9:17 instead of 9:00. After overwhelmed people delete all the emails from copycats, yours will come in by itself to demand their full attention.
2. Timely subject matter
Readers don’t want to waste their time on evergreen email content. Leave the long-term pieces for the blogs. Emails should encourage users to take immediate action, whether that means engaging with a longer piece of content, signing up for an event, or making a purchase.
Your send time should reflect the nature of the action you want to inspire. Advertising for an event this weekend? Try sending your email on Thursday morning, around the time most people start making plans for their time off. For less immediate topics, target times when people have a few minutes to consume content or consider their options. Early morning, before and after lunch, and late afternoon work well for these purposes.
3. Geography and culture
The bigger your business grows, the more diverse your audience will become. You may not think much about optimizing email send times for a few dozen subscribers in different countries, but those people reached across the world to connect with you for a reason. They could be even more engaged than your local audience if you treat them with the same level of consideration.
Adjust your email send times to reflect the living situations of your audience, if you have the data to do so. This follow-the-sun model, made popular by customer service teams, can work wonders for marketers who test and optimize for international sending. Pay close attention to distant audiences to see if their engagement rates beat the norms, then use your discoveries to inform your marketing tactics as your overseas audience grows.
4. A/B test results
Even the most well-researched plans can fail. You may have crunched the numbers, but if your emails on Saturday morning consistently outperform your emails on Wednesday afternoon, stop wasting money on tactics that don’t deliver results for your business. Your actual data, not theoretical advice from online experts, should be the brightest beacon for your email marketing strategy.
If email send time doesn’t seem to affect your open rates, take a closer look. That may be normal for companies with small lists filled with devoted fans, but as you grow, your email audience will inevitably prefer a few different times. Test some send times you normally wouldn’t expect to succeed, like evenings or weekends for a B2B company. You may discover that your data doesn’t look like everyone else’s.
King Content can’t rule effectively without Queen Distribution by his side. Instead of leaving your email send times to chance — or, worse, blindly following the crowd — do yourself a favor and look for opportunities to stand out. Optimizing your email send time is one of the fastest, easiest, and cheapest ways to boost your audience engagement and get your content in front of more people.
Sending your emails at the right times is just one way to ensure that they reach as many inboxes as possible and as many of their recipients as possible read them. See how to “Do More with Email Deliverability and Privacy.”
The Kansas City Chiefs are headed to Super Bowl LIV. As an article just published by Forbes points out, the Chiefs’ success and thrilling playoff season has put increased pressure on the franchise’s content and media team. They have to continue to engage an already energized fanbase in new and intriguing ways to keep the excitement high and deliver fresh, special, and intriguing content on all of its platforms.
Over the past two years, the digital content and media team has tried several approaches to broaden and expand the fanbase both locally and internationally. They’ve experimented with long-form content, such as a team documentary series called The Franchise, and are keeping up with youth-oriented social network platforms, such as Instagram, Snapchat, and TikTok.
Game days see the intensity rise, as the team then has to put out content focused on making sure fans come out the game and get the most out of the experience. On Super Bowl Sunday, this intensity and pressure will hit meteoric heights. However, the team has remained calm, since they have been using Oracle Eloqua to connect fans to game day information via social media to help improve their experience.
In fact, Oracle Eloqua proved key in the digital content and media team increasing fan engagement by 200% and developed a following of more than 5 million fans all around the world across multiple digital platforms over the last two years and will help tremendously with their content this Super Bowl Sunday as well.
Oracle Eloqua, a part of Oracle CX Marketing, is marketing automation software that enhances buyer journeys with sophisticated lead and campaign management tools that equip marketers to send the right message at the right time on the right channel to the right customers.
To find out more about how Oracle CX Marketing can help you increase customer engagement and widen your reach across digital platforms, please visit us at: https://www.oracle.com/marketingcloud/.
[One Question] on Inspired Insider – The Self-Reliant Entrepreneur written by John Jantsch read more at Duct Tape Marketing
John Jantsch answers one question about his latest book, The Self-Reliant Entrepreneur, on the Inspired Insider podcast with host Dr. Jeremy Weisz.
Weisz asks Jantsch to talk about a low point in his career and how it became a pivot point in his entrepreneurial journey. This moment inspired him take a step back and think about the core values that he wanted guiding his business. And it’s what ultimately led him down the path to focusing on small business marketing, which has been his area of expertise for nearly three decades now.
If you’d like to hear the story from Jantsch himself, you’ll have to check out the episode below!
Listen: John Jantsch on [One Question] on Inspired Insider
Register today to join our webinar on February 26, 2020, at 11AM EST (US and Canada) to learn more about Oracle Maxymiser Heatmaps.
Business and customer insights are the foundation of an effective marketing strategy. That's why the Oracle Maxymiser team is excited to introduce the new Heatmaps tool within Oracle Maxymiser. Powered by Oracle Infinity, the Heatmaps tool sits natively within Oracle Maxymiser. You can easily launch it with a click of a button to better understand visitor behavior on your site, identify new test opportunities, and gain further insight into your Oracle Maxymiser campaigns.
So, how does it work?The Heatmaps tool provides a layer of contextual insight that can often be missed when simply looking at report data in isolation. For instance, if you are testing a re-designed homepage, and data tells you visitors aren’t clicking on certain content, Heatmaps can provide an understanding of the user behavior in relation to said content. With Heatmaps, you can visualize how customers are hovering and interacting more with content in certain areas. This can create opportunities to further optimize the re-design based on customer activity in order to drive your site KPIs.
And Oracle is already drinking its own Kool-Aid! According to Justin Collins, Global Web Marketing Director at Oracle, “Heatmaps makes it so easy for me to quickly get a visual assessment of where customers are engaging and what content piques their interest. Just by scanning the page, I can gauge, in real-time, what’s driving their attention and where I have opportunities to do further testing and optimization.”
Heatmaps allows users to visualize how customers hover and interact with content in real-time.
Getting under the hood of it, the Heatmaps tool is powered by Oracle Infinity Streams. Oracle Infinity Streams captures and delivers online events and complete visitor sessions, with real-time data visualization and activation. With unlimited data collection, Oracle Infinity ingests data using Javascript tags (a single line of code) and supports modular tag plug-ins to customize and enhance the data that is available. Oracle Infinity Streams can also be used in Oracle Maxymiser for in-session personalization which can personalize campaign content in real-time based on the visitor’s activity, such as last/most clicked, last/most searched, or add/remove items from basket.
How Heatmaps can help you profitThe Heatmaps tool provides Click, Tap, and Scroll Heatmaps, along with an advanced side-by-side comparison mode, and filtering by Oracle Maxymiser A/B and multivariate test campaigns and attributes. Among the benefits:
Scroll Heatmaps visualizes scroll depth and how far down the page visitors scroll, while also providing an average page fold.
REGISTER FOR THE WEBINAR TODAY
Trust in marketing—how to build it and how to wield it for good—needs to be top of mind for every modern marketer. Why? Because nearly every decision people make, especially when it comes to purchasing decisions, has an element of trust built in. And content marketers have the opportunity to become trusty guides. “No one knows everything about everything,” Margaret Magnarelli, Executive Director of Digital Product Evolution and Growth Marketing at Morgan Stanley, shared with us in a recent Break Free B2B interview. “So, we have to be able to give our customers as much information as we can… and take them as close to the line of purchase—to the experience of purchase—as we can.” According to Margaret, understanding and leveraging the psychology of trust—the intellectual and emotional factors that guide our trust instincts—can be incredibly powerful. But building trust isn’t a solo marketing department endeavor (or ploy). “If you want to be a trustworthy company… it can’t be just a marketing philosophy. It has to be a business philosophy," she said. “People can see through fake attempts to build trust. So, I would caution brands away from being all things to all people.” [bctt tweet="If you want to be a trustworthy company… it can’t be just a marketing philosophy. It has to be a business philosophy. @mmagnarelli #BreakFreeB2B #TrustInMarketing" username="toprank"] From the four “trust factors” to engaging the C-suite around trust to key metrics, listen into Margaret’s full audio interview with TopRank Marketing President Susan Misukanis below.
The post Break Free B2B Series: Margaret Magnarelli on the Psychology of Trust for Better Content Marketing appeared first on Online Marketing Blog - TopRank®.
The Seb Rusk Show – The Self-Reliant Entrepreneur written by John Jantsch read more at Duct Tape Marketing
John Jantsch appears on The Seb Rusk Show on SocialBuzzONAIR to discuss his latest book, The Self-Reliant Entrepreneur.
Jantsch has been in the marketing industry for his entire career, and he started his own business three decades ago. He’s been on an entrepreneurial journey since then, and has seen the world of marketing evolve from the early days of blogging and podcasting over a traditional phone line to the dozens of social channels and new digital media trends we see today.
On this episode, after talking a bit about his professional background in marketing and entrepreneurship, he dives into talking about his sixth book, which is not like his previous five marketing how-to books. He discusses the sources of inspiration for this book and even shares an excerpt from the daily entries.
Listen: John Jantsch on The Seb Rusk Show on SocialBuzzONAIR
A strong hypothesis is the cornerstone to any meaningful and effective test. Every hypothesis that is proven or rejected provides your business with valuable insights behind visitor behavior and continues to drive your optimization plan while supporting company goals and objectives.
Remind me, what exactly is a hypothesis?
Before we dive into the components and best practices you should keep in mind when crafting your hypothesis, let’s first discuss what exactly a hypothesis is. If you type “hypothesis” into Google, you’ll likely receive a definition similar to the below:
“Hypothesis: a supposition or proposed explanation made on the basis of limited evidence as a starting point for further investigation.”
In simpler terms, a hypothesis is a prediction you make before running an experiment or test. It is a statement that addresses a specific problem or question while also providing a suggested solution.
Hypotheses should be informed by quantitative data (web analytics, past test data, campaign insights, audience insights, heat maps) and/or qualitative data (user testing, focus groups, customer support feedback). The hypothesis created based on this information will clearly state what is being altered, what the predicted outcome of this alteration will be, and the rationale behind that prediction.
Ultimately, the outcome of the test will either prove or disprove your hypothesis.
So, how do I create my own hypothesis?When beginning to craft your hypothesis, you’ll want to first ask yourself what the problem, question or reason for testing is. Once that is defined, you can then outline a clear description of what is being changed to address this reason, ending with the results you expect to see from this change.
For instance, if currently the click-through rate on your product details page is not at the rate that aligns with your business goals, you may want to perform a test that helps to address the underlying problem. An example hypothesis that may kick-off this experiment could be as follows:
Changing the product list on the search results page from a single column format to a dual column format will increase the number of product options visible and boost click-through to the product details page.
To ensure you establish a clear and meaningful business hypothesis, there are three components you will always want to include:
The change you are testing
The results you expect to see from this change
The specific audience you expect the change to impact
If you want to take your hypothesis a step further, it’s beneficial to include the following additional components:
By how much of an impact you expect your change to have
After how much time
The change you are testing: This is the part of your hypothesis where you will clearly state exactly what change you will be making to your site and describe what will be tested. It is important to be as specific as possible here. Simply stating that you will implement a redesign is too broad – knowing exactly what elements make up the redesign will allow for a clear conclusion as to whether your hypothesis was proven or disproven.
Don’t: Redesigning the search results page will increase click-through to the product details page.
Do: Changing the product list on the search results page from a single column format to a dual column format will increase the number of product options visible and boost click-through to the product details page.
The results you expect to see from this change: Here you will want to clearly state the impact you expect to see from this change, as well as what will be used to determine success. You want to be able to answer the question of how you know if your change is truly successful – will it increase purchase conversions? Increase form submissions? Reduce time spent before reaching the next page? The goal here is to ensure your hypothesis is specific and measurable.
Who will be impacted: It is important to define the audience that will be affected by your change. We don’t want to assume what you are testing will impact everyone that comes to your site, or will even be shown to everyone. This may in fact be the case, but often times it is not. It’s critical the audience you choose to include in your test makes sense depending on what it is you are testing, and this is a significant factor when it comes to getting clean data and results. That being said, we will want to define this audience within our hypothesis as well.
Example: Displaying a pop-up modal on the homepage, to unsubscribed visitors, with messaging that encourages visitors to sign-up for our newsletter will increase newsletter subscriptions.
The above example clearly tells us that the experiment will be tested on unsubscribed visitors to the site, and will allow us to better conclude if the experiment was successful for these group of visitors when analyzing the results.
By how much of an impact you expect your change to have: Including this component in your hypothesis will better allow you to assess whether or not your hypothesis passes or fails. For instance, rather than just stating that your change will increase purchase conversion rate, it is extremely effective to also include by how much you expect this change to increase your purchase conversion rate. This will often be an estimate, but it is still helpful to include as you will have a clear measurement for whether or not the change you are testing is successful. This will also help you estimate for how long you should run your test for.
Example: Changing the form fields within the checkout funnel from a single column format to a dual column format for all visitors will increase the purchase conversion rate from 80% to 83%.
After how much time: Including an estimated duration of the experiment into your hypothesis will allow anyone who is analyzing the results to understand that the data is not valid until the set duration has passed. This does not necessarily have to be set based off of time, but can also be defined by other measurements such as reaching a certain number of sign-ups, purchases, page views, or after a marketing promotion may be over. Sound CXO systems and service teams should also have a sample size calculator which will assist with this calculation effort.
If you’ve included all of the above components in your hypothesis, you’re on your way to designing a meaningful and effective test. If you want to get the most out of your experiment and the results, it’s all going to start here.
Want to learn more about how the Oracle Maxymiser Consulting team can take your optimization program to new heights? The Oracle Maxymiser Consulting team is made up of passionate strategists, designers, developers, quality assurance professionals, trainers, analysts, and platform experts. We’re excited to understand your business needs and work with you to drive ROI.
Contact us here or find out more information about Oracle Maxymiser (and the rest of the Oracle Marketing Cloud suite) at our home on the web.
What’s Podcasting Got To Do With Marketing? written by John Jantsch read more at Duct Tape Marketing
Marketing Podcast with Guy Kawasaki
Podcast Transcript
Today’s guest on the Duct Tape Marketing Podcast is Guy Kawasaki. He is an author, speaker, podcaster, and Chief Evangelist for the online graphic design tool Canva.
Kawasaki has been an evangelist or ambassador for several brands over the years, including Mercedez Benz and Apple. He’s the author of fifteen books, including his latest, Wise Guy: Lessons From a Life. And his latest project is his new podcast: Guy Kawasaki’s Remarkable People.
On this episode of our podcast, I chat with Kawasaki about his work with Canva, whether his fifteenth book will be his last, and why he’s so excited about his latest venture (his podcast) and what he’s learned so far about the art of podcasting.
Like this show? Click on over and give us a review on iTunes, please!
This episode of the Duct Tape Marketing Podcast is brought to you by Klaviyo. If you’re looking to grow your business there is only one way: by building real, quality customer relationships. That’s where Klaviyo comes in.
Klaviyo helps you build meaningful relationships by listening and understanding cues from your customers, allowing you to easily turn that information into valuable marketing messages.
What’s their secret? Tune into Klaviyo’s Beyond Black Friday docu-series to find out and unlock marketing strategies you can use to keep momentum going year-round. Just head on over to klaviyo.com/beyondbf.
Transcript of What’s Podcasting Got To Do With Marketing? written by John Jantsch read more at Duct Tape Marketing
John Jantsch: This episode of The Duct Tape Marketing Podcast is brought to you by Klaviyo. Klaviyo is a platform that helps growth-focused eCommerce brands drive more sales with super-targeted, highly relevant email, Facebook and Instagram marketing.
John Jantsch: Hello, and welcome to another episode of the Duct Tape Marketing Podcast. This is John Jantsch. My guest today is Guy Kawasaki. He’s the Chief Evangelist of Canva, a great online design service, and executive fellow of the Haas School Of Business at the University of Cal Berkeley. And he has the distinction of being on my show for about the sixth time, probably. I think we talked about this last time you were on my show. I think I’m the only podcast or to interview you for both versions of Art of the Start.
Guy Kawasaki: And that and a nickel will buy you… Well, not even a cup of coffee, but yeah.
John Jantsch: So, we’re going to talk about a number of things today. It’s been far too long. Guy’s most recent book is called Wise Guy: Lessons From a Life, so we’re going to touch on that. But I always like to get a little update on Canva, so why don’t we start there? As an evangelist, this is your only job, right, is to talk about it?
Guy Kawasaki: Well, I also have four children, but who’s counting? So, I’m the Chief Evangelist of Canva, and for those of you who may not have heard of Canva, it is an online graphics design service based out of Sydney, Australia. And the essence of Canva is that it has democratized designs that basically anyone can create beautiful designs for social media, posters, business cards, presentations, t-shirts, whatever you want. And I’ll just tell you that, in the month of October, Canva made 139 million images, so we make about four or five million images per day at Canva for people all around the world.
John Jantsch: So, there are dozens of folks that have tried to crack that nut. Why do you suppose Canva was so successful? I mean, there are other online design tools that are been around a long time that haven’t been that successful.
Guy Kawasaki: Well, I think that one of the key decisions was that we decided that we’re going to make every conceivable design type, and within a design type, hundreds of templates. So, what I mean by those two words is that, a design type is a square Instagram image, right? A design type is a 16X9 presentation. A design type is a Kindle book cover. So, when you come to Canva you say, “All right, so I want to create a Pinterest pin. I want to create the Etsy store. I want to create the eBay store cover photo. I want to create the cover photo for my LinkedIn account.” And all of those, we have the optimal dimensions already figured out, and within those design types, we have hundreds of templates. So, you find a template that you like, you upload your own photo or you use one of our stock photos, you change the text, and I promise you, in the time it takes to boot Photoshop, you could finish a design in Canva.
John Jantsch: I totally agree with you. I mean, the ease of just saying… For example, if you’re working with a small business client like we do and they are on six different platforms, and you need a header image for each and all the things, every single one is a little different size, and so it’s just so convenient to just go boom, boom, boom, boom, boom. So, I know [inaudible 00:04:04].
Guy Kawasaki: I mean, John, I don’t know if you realize this, but even more convenient than going boom, boom, boom, boom, boom, we have a feature called Magic Resize. And what Magic Resize says is, “Okay, you did the basic design for one. Now, we will resize this for all the other five platforms.”
John Jantsch: Oh, but I don’t know about that because that’s the $10 a month one, right? I’m not going to pay $10 a month [inaudible 00:04:29].
Guy Kawasaki: Oh, John, you’re killing me, John, bro. Your books are free, right?
John Jantsch: No, that’s awesome. So, are they going to stay true, do you think? Or would there be a temptation to say, “Let’s get into audio and video editing,” and all those kinds of things?
Guy Kawasaki: Well, certainly video because we already do that. Going to 16X9 presentations, we’re trying to make it so that mere mortals can have beautiful PowerPoint-like presentations. I don’t know. We would like it so that every graphic in the world is produced by Canva. We’re not shrinking violence at Canva.
John Jantsch: All right, well I guess you just sold me. I’m going to pony up the 10 bucks a month.
Guy Kawasaki: Okay. We can end this now.
John Jantsch: All right, so this is, what, your 14th, 15th book, Wise Guy?
Guy Kawasaki: Yeah. Wise Guy’s number 15. I truly do think it will be my last, also.
John Jantsch: Yeah? Is that because you’re out of things to say or because you’re tired?
Guy Kawasaki: Well shit, I was out of things to say on my third book, so… Well, it’s partially retired, but switching to the next topic, I am now convinced that podcasting is the new book writing. Because, well, the advantage of podcasting is, well, you can be in front of your audience a minimum of 52 times a year. You can change on a dime. So, next week if John Ives says, “I want to be in your show,” you can put them on, right? Whereas, in your book, it takes a year to write a book, it takes six to nine months to publish it, so let’s say two years, and then, it’s done. It’s laid in concrete, and you’re never going to touch it again unless you fix typos. So, you get that initial burst of, I don’t know, maybe for you, five million people buy your first version. But then, some people read it, but it’s never picked up again. Whereas, a podcast, man, you’re in their face every week. That’s so much better.
John Jantsch: Except for What the Plus! I mean, that one lives on forever.
Guy Kawasaki: Well, What the Plus! may have lasted longer than the service, but I digress.
John Jantsch: I completely agree with you on the pod… I mean, there’s so many… You mentioned an obvious benefit, but I mean, the first time you and I met was through this format and I’d like to at least call you a little bit of a friend. You’ve been a [inaudible] of my career over the years, and I think this is where the introduction happened the first time. And I’ve done that with most people.
Guy Kawasaki: But see, I’m an idiot because it took me… I’m just a late bloomer. I took up hockey at 44. I took up surfing at 61. I took a podcasting is 65. I don’t know why people listen to my advice. I clearly don’t know what the hell I’m doing.
John Jantsch: I don’t even have to ask you questions because you’re just going along my proposed questions here, but I was going to ask you that. Was their resistance or was it just literally a matter of, “I just didn’t get around to it”?
Guy Kawasaki: What, the podcasting? Okay. So, there’s the high road answer, and there’s the low road answer. Which answer do you want?
John Jantsch: I want them both, and we’ll balance them out.
Guy Kawasaki: Okay. So, the high road is, I’m at the end of my career, I’ve made a lot of connections. I’ve made a lot of friends. I can tap into that so that I can interview a Jane Goodall, a Margaret Atwood, a Steve Wozniak, Steve Wolfram, Bob Cialdini. I can get to these people because I’ve been dealing with them for years and years. So, I have this tremendous competitive advantage to interview people that many people could not get unless you’re Terry Gross maybe Malcolm Gladwell. And now, I have a much better filter system because I’m so much older that I, theoretically, have acquired some wisdom, so I can ask them the right questions. So, my time has come to do a podcast featuring remarkable people. That’s the high answer. You want to hear the low answer? Well
John Jantsch: Well, let me let you think about the low answer for a minute. So, your podcast is called Guy Kawasaki’s Remarkable People, and that’s, ultimately, what you’re doing. So, the chances of me actually being a guest are pretty minimal, I think.
Guy Kawasaki: Well, I have a test that if somebody asks to be on the podcast, they’re not remarkable enough.
John Jantsch: Yeah. Fair test. So, let’s have the low answer then.
Guy Kawasaki: So, the low answer is, when I came out with Wise Guy, I was a guest on many podcasts. Okay? So, I got to talking to somebody’s podcast where I say, “So, how often do you do this?” One guy said 52 times a year., Another guy said 156 times a year. And I said, “So, what’s your model?” “Well, it’s advertising and sponsorship.” I say, “Okay, so where does the advertising go?” He says, “Well, there’s one or two ads in the pre-roll, there’s one or two ads in the middle, and there’s one or two ads at the end.” And I said, “Well, how many people listen to these things?” “A quarter million.” “How much do you get per ad?” “Well, the ones in the front get 20 grand, the ones in the middle will get 15 grand, and the ones at the end get 10 grand.” So, I’m sitting there doing the math. So, let’s say there’s six of them and they’re doing like 15,000 bucks each on average, and I say, “So, six times 15 is 90. Ninety times 52 is fricking four and a half million bucks. That’s 10 times bigger than any advance for a book I ever got. What the hell am I writing books for?
Guy Kawasaki: Simultaneously, at 65, I just don’t want to travel anymore. I would just like surf, and so I said, “Okay, so maybe I can make my podcast successful. Basically podcasts and surf. I don’t know if I’ll make four and a half million dollars a year, but if I come…” Well, I don’t even need to come close to that to be happy. So, maybe this is my path to retirement and a better life and more surfing. So, that’s the low answer. I did it for the money.
John Jantsch: I want to remind you that this episode is brought to you by Klaviyo. Klaviyo helps you build meaningful customer relationships by listening and understanding cues from your customers, and this allows you to easily turn that information into valuable marketing messages. There’s powerful segmentation, email auto-responders that are ready to go. Great reporting. You learn a little bit about the secret to building customer relationships. They’ve got a really fun series called Klaviyo’s Beyond Black Friday. It’s a docu-series, a lot of fun. Quick lessons. Just head on over to klaviyo.com/BeyondBF, Beyond Black Friday.
John Jantsch: So, we’re recording this in December of 2019, depending upon when people are listening to this, you’ve launched the show already, your first guest, or at least the first show I was able to see was Jane Goodall. A lot of people know her work for years with the apes in Africa. What’s the basis of your relationship with her and that interview?
Guy Kawasaki: Okay. So, about a little more than a year ago, the person who runs the TEDx in Palo Alto, out of the blue asked me if I want to interview Jane Goodall for her at TEDx. And that’s like, “Well, duh. Of course I want to interview Jane Goodall at TEDx.” So, it actually cost me a lot of money because I turned down a speech. I could’ve got paid speech for the same time. I said, “No, I can always get another paid speech, but how often can you interview Jane Goodall?” So, I interviewed Jane Goodall for TEDx, which is on YouTube if people want to see it, and I really became friends with her. Sometimes you just hit it off with a person. Right? And so, we’ve been communicating and stuff like that, and I communicate with her staff. And [inaudible] Fitzpatrick and I, we always help Jane Goodall when she wants to raise money or make something go out on social media.
Guy Kawasaki: And then, I decided to do this podcast, and I said, “Well, I need a spectacular, remarkable person as the first guest. Who could be,” and you weren’t available, “so, who could be better than Jane Goodall?” And so, she was going to be in San Francisco, I recorded her, and yeah, I mean, life is good. It’s good to be Guy Kawasaki sometimes.
John Jantsch: Yeah. Well, I know what you have a good relationship because I’ve seen pictures of her grooming you.
Guy Kawasaki: Yeah. She’s looking for lice in my head.
John Jantsch: Which, I think, was reminiscent of her work in the jungle, wasn’t it?
Guy Kawasaki: Yes. Yes.
John Jantsch: So, who else is up for the show? Who else do you plan to talk to in the upcoming weeks?
Guy Kawasaki: Yeah. So, Jane Goodall is out, so is Phil Zimbardo. Phil Zimbardo is the Stanford psychology professor who did the Stanford prison experiment where kids simulated being guards and prisoners. Next week is Stephen Wolfram. He is the creator of Mathematica and Wolfram Alpha, the search engine. Got a PhD at 20, MacArthur Award at 21. The next week after that is Margaret Atwood, the author of Handmaid’s Tale. And then, believe it or not, we have Wee Man, Wee Man from Jackass, the MTV series and movie. And then, I have Bob Cialdini, who I’m sure you’re heard up because you’re into sales and marketing like I am, so I have Bob Cialdini.
John Jantsch: He’s been on this show. Yeah.
Guy Kawasaki: Yeah, he’s great. So, basically, that’s the kind of people I have. I mean, they pass the remarkable test.
John Jantsch: Yeah. So, what do you have to learn to do this? This is a different format. This is different technology. This is maybe a different skill. What’s it going to take to get Guy Kawasaki to the Remarkable Podcast host?
Guy Kawasaki: Well, I’ve done a lot of panel moderation and stuff and fireside chats, where I’ve been on both sides, so it’s not like, to use a Jane Goodall analogy, it’s not like I was Tarzan and I got off a ship from Africa and now I’m in London and I have to figure everything out. So, I’ve been to this rodeo, maybe wearing a different hat, but I’ve been to this rodeo. And have you listened to the Jane Goodall one?
John Jantsch: I listened to about half of it. Yeah. In preparation for [inaudible 00:15:22].
Guy Kawasaki: Okay. So, you could see that… Well, one is, to tell you the truth, I believe that the role of the podcast or is to make the guests look great. And I also believe that, if you look at the minutes spent who’s talking, it should be about 90/10, or 90 is Jane and 10 is Guy. And so, that’s something, and a lot of people have said, “I really like your podcast, Guy, because you let Jane talk.” I think a lot of podcasts, it’s all about them, right? They’re just talking and talking and talking, and then, finally, the guest gets to say something and then the podcaster gets back on a riff. So, I don’t step on my guests. Now, honestly, I don’t know how to get subscribers or advertisers, but I figure, if I get all these guests and I produce a great podcast, I’m a big believer in, “If you build it, they will come.”
John Jantsch: Well. I think that’s a lot of it. And you’re also doing the networking. You contacted me to tell me about it, and you contacted a lot of people to tell them about it. I mean, that’s kind of Marketing 101, right?
Guy Kawasaki: Well, nothing is easy, right? Well, if you’re Michelle Obama and you started Michelle Obama Remarkable People Podcast, I’m pretty sure you’ll get 5 million subscribers in the first day, but I’m not Michelle Obama.
John Jantsch: Do you listen to podcasts?
Guy Kawasaki: Yes.
John Jantsch: Yeah. What are some of your favorites?
Guy Kawasaki: I listen to Malcolm Gladwell’s Revisionist History, who I’m trying to get as a guest. I listened to Wait Wait… Don’t Tell Me! I listen to Freakonomics. I listen to Joe Rogan. I listen to Terry Gross. I’m a big NPR fan, basically.
John Jantsch: Right, right, right. Yeah. Yeah, you can [inaudible] a lot of those shows have moved to the podcast format, but obviously, there’s still broadcast, as well. Where do you think this is going? The audio… And again, maybe you’re not in the position right now where you want to future cast trends and things because you’re just trying to figure it out to make it work for you, but it seems to me like audio content right now… I mean, podcasts had been around a while, but it seems to me like audio content is really hot and it’s going to get hotter.
Guy Kawasaki: Yes. I think that podcasting is like artificial intelligence. So, artificial intelligence for the last 30 years was going to be the next big thing, right? And finally it is. So, I think we may be there with podcasting. A lot of it is… It’s critical mass. I mean, in a sense, Apple has created a critical mass for podcasting. In the same sense, I think, one of the things I’ve noticed is QR codes, which was supposed to be a big thing, Apple finally made it a real big thing because now when you just put your camera on a QR code, you don’t have to download a QR reader, right? So, all of a sudden, yeah, QR codes makes sense. And I think Apple did the same thing with podcasts, that now that they’ve done so much and they put a podcast player on every iOS device, Apple has created another market.
John Jantsch: Yeah. And I’ve been doing this before, that was the case and that was one of the initial challenges with podcasts. It was hard to show people how to listen.
Guy Kawasaki: Yeah. Yeah.
John Jantsch: Where do you think Spotify fits into this? It seems to me like Spotify is really gaining some traction in the podcast space. Do they take on Apple, or is it just broaden the universe for everyone?
Guy Kawasaki: Hell if I know. I mean, based on two episodes, I don’t consider myself an expert. But Spotify has taken a different position. In a sense, they’re like Netflix, right? So, Netflix just doesn’t share stuff anymore. Netflix has its own series. Right? So, similarly, Amazon Prime, I watch Jack Ryan on Amazon Prime. Amazon Prime owns Jack Ryan, right? And so, Spotify is trying to create content, not just distribute content, and so they’re supposed be making this huge investment in podcasting. And I guess we’ll look back and say, “Wow, that was a genius move,” or we’ll look back and say, “Well, what a dumbass move.” And I don’t know. If Apple said we’re going to be a content creator… Well, they they do that, right? They created that Morning Show for Apple TV and all that, so I guess we’ll see. I don’t know.
John Jantsch: Yeah. I think that’s the direction a lot of people are going ahead, and I wouldn’t be surprised if, just like you are playing the evangelist role for Canva, I’m wondering when companies like that start bringing in somebody like you to be their podcaster or to be their spokesperson as a podcaster.
Guy Kawasaki: Well, funny you should mentioned that because I’m Chief Evangelist of Canva, and I told Canva, I told you know the other people at Canvas, like, “So, right now you have your Canva social media, the Instagram, Facebook, all that, and you have your email lists, but there’s a limit to how many times you can send an email to someone in your registered user database. And that limit is not 52 times a year.” So, I’m making the case that, if we could get my subscriber base up to a million or so, that is a fricking tremendous weapon. So, if Guy Kawasaki’s Remarkable People has a million subscribers and Guy Kawasaki’s Chief Evangelist of Canva, so at an extreme, the pre-roll, the midway, and the end ads could all be for Canva. So, imagine, 52 times a year you can hit a million people with an ad three times. Oh my God. I mean, life is good.
John Jantsch: Absolutely.
Guy Kawasaki: So, yeah.
John Jantsch: So, I think that’s going to be a role that, I think, you start seeing is that whether they’re media companies or just companies seeing it as another channel, I think are going to start buying up people’s reach with the podcast.
Guy Kawasaki: Yeah. Because, I mean, for the very simple reason that you could hit people much more often with a podcast than you can with an email, MailChimp campaign. Accenture did a five or six podcast series with will.i.am, right? And you couldn’t hit your Accenture database six times, or probably maybe 18 times, because there are multiple ads inside the six episodes. There’s no way you could have hit your installed base with 18 email campaigns. Well, first of all, there’s not 18 interesting email campaigns you could do.
John Jantsch: Yeah. And I think that’s the key point, too, is it’s far more engaging content than an email ever will be.
Guy Kawasaki: Well, I mean, in a sense, how does NPR raise money? I mean, you don’t enjoy the pledge drive, right? So, you feel a moral obligation to reciprocate. And similarly, with Wikipedia, you don’t like to see that ugly banner where Jimmy Wales is asking you for money, but because Wikipedia provides such great information and content, you feel a moral obligation to donate. So, you could make the case that if Guy Kawasaki’s Remarkable People has all this great wisdom and advice and inspiration, and then it’s sponsored by Canva, you might feel, “Oh geez, I should help Guy out and use Canva.” That’s the theory anyway.
John Jantsch: Yeah. I think it’s a good theory. Well, Guy, we’ve exhausted our time. It was great catching up with you again, and I wish you luck in this new venture. And I will not ask to be on the show, I will just wait by my email for the invitation, if it should come.
Guy Kawasaki: Well, I hope someday to send you that email.
John Jantsch: All right, well-
Guy Kawasaki: Let’s hope that you have four files.
John Jantsch: Yeah, we’re recording with some new new technology here that I think is going to just be awesome, so I-
Guy Kawasaki: If you don’t have four files, it’s my fault for convincing you to do this, and I will appear again.
John Jantsch: That’s right. All right. Well, I get to say to you, mahalo, then.
Guy Kawasaki: Take care.
Marketing conferences offer a wealth of benefits to marketers looking to learn, network, and increase brand awareness, but how do you go about finding events that match your business and B2B marketing needs? Over the past decade the number of conferences has skyrocketed, making it harder than ever to hone in on the ones that can best help build your business, boost your networking opportunities, and offer the most relevant new industry education from top speakers, especially when it comes to B2B marketing. For 2020 we've gathered together no fewer than 50 events that place an emphasis on B2B marketing in all its facets, and we're thrilled to present the list here, in chronological order. [bctt tweet="“There really is no substitute for real-world interactions and creating a great experience for your customers or prospects.” @LeeOdden" username="toprank"] Now let's dig in and explore our collection of 50 top B2B marketing-related conferences and events for 2020.
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