Powerful Marketing Tips podcast

EP110: Why You Should Consider TikTok Ads For Your Marketing Strategy?

In this episode, hosts Mari-Liis Vaher and Laura Kukemelk from Powerful Marketers delve into the insights and key takeaways from a Mastermind session with Janet Johnson, a digital marketing expert with over 20 years of experience. Janet specializes in creating TikTok ads to boost leads and sales for her clients. We'll explore the possibilities of TikTok ads, learn about effective strategies, and understand the nuances of targeting and ad optimization. So, let's dive in and discover the untapped potential of TikTok ads for your business.
Quotes:
“TikTok, with over 1 billion active users worldwide, has grown into one of the largest social media platforms. And contrary to popular belief, it is not only for teenagers. In fact, one-third of its users are people aged 25 to 34 and more than 20% of its users are people aged 35 to 54.”  (00:00:03)
"TikTok ads have shown significantly higher ROI on sales funnels compared with Meta ads." (00:02:50)
“Before you do any ads, you should just fine-tune your sales funnel and visual and copy and test it out organically.” (00:03:20)
“Update your ads from time to time before this creative fatigue happens. This means that for people in your audience, that ad turns into so-called wallpaper and they don't notice it or they don't pay attention to it anymore.” (00:03:53)
“You need to find a good balance between keeping your ads fresh while not completely changing them and then having to struggle with content creation overwhelm.” (00:04:46)
“Get straight to the point by using a great hook, which is maybe a catchy phrase that is used to grab the viewer's attention” (00:05:30)
“The algorithms are so smart and they know exactly who they should show the ad to and who is most likely to take the desired action.” (00:06:27)
Timestamps:
[00:00:59] Increasing Leads and Sales with TikTok Ads
[00:05:58] Master New Strategies and TikTok Ads Targeting
 
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EP109: Main Differences In Using AI and Voiceover Talents in Marketing With Julie Williams

In this podcast episode, Mari-Liis Vaher from Powerful Marketers speaks with voiceover expert Julie Williams about the benefits of using voice-overs in marketing. They discuss the various ways voice-overs can enhance message delivery and engage audiences, including the use of professional voiceover talent. 
 
Julie Williams is a seasoned voiceover expert with a wealth of experience in helping businesses leverage audio in their marketing strategies. Her expertise spans across various applications such as commercials, narrations, eLearning projects, explainer videos, audiobooks, infomercials, phone systems and more. Julie also acts as a coach, helping other voiceover professionals refine their craft and become better at what they do. You can find her online at voiceovermomentum.com where she showcases her work and offers connections with a network of other voiceover professionals.
 
Quotes:
“Many people that own businesses like to voice their own stuff because maybe they have a good voice, so they think they can just do as well as a professional. But that's really not necessary because you can do a better job by hiring somebody who can connect with your audience better and it really doesn't cost as much as you might think." (00:02:37)
"AI isn't quite there yet when it comes to voiceover. I guess that'd be kind of like having AI write an article and you don't proofread it before you put it up.” (00:03:09)
“Especially if you really don't know anything about the voiceover industry or you have the preconceived notion that you really can't afford it, then I understand why you would do it. But there are lots of skills that AI doesn't have. ” (00:06:43)
“AI doesn't breathe sometimes. In fact, I never hear AI breathe.” (00:07:05)
“The thing about voiceover is not just that the voice says the words. You could do that. If you're going to go to AI, just do it yourself. But get a professional to present the words with personality." (00:08:05)
“If you tell them that they'll have a lot of repeat work, don't use that as a negotiating tactic. Ask them if you give discounts on repeat work.” (00:15:14)
“Audiobooks are very inexpensive. They don't pay well to the talents at all. And occasionally you can get a talent who's newer if you like how they do it. They just need to get experience.” (00:16:17)
Timestamps:
[00:03:42] The versatility of voiceovers: From commercials to e-learning.
[00:06:13] The Pros and Cons of AI Voiceover vs Human Voiceover.
[00:14:01] Negotiating and Hiring Voiceover Talents for Your Business.
Links:
Connect with Julie Williams:
Website: https://www.voiceovermomentum.com/
LinkedIn: https://www.linkedin.com/in/juliewilliamsvo/
 AI Samples:
AI sample 1
AI sample 2
 
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EP108: Practical Tips on How to Save on Advertising and Marketing Costs

In this episode, hosts Mari-Liis Vaher and Laura Kukemelk from Powerful Marketers dive into a topic that is on every marketer's mind: saving on advertising and marketing costs. Gaining exposure is important to any brand out there, but the reality is that marketing can be costly. So, how to achieve effective marketing without breaking the bank? Join our hosts as they share practical ideas and cost-effective strategies to build brand awareness, establish trust, and maximize marketing efforts without draining the budget. Get ready to uncover the secrets to saving on advertising and marketing costs.
 
Quotes:
“Without consistent and effective marketing, nobody really knows you exist.”  - 00:00:07
"Marketing is about building a brand and putting it in a better position to grow over time." - 00:01:28
“Embrace the idea that you don't have to do it all alone and that there's power in doing things together.” - 00:01:54
“Guest posting is one of the easiest ways to get connected with new audiences really and of course to achieve better exposure and through that build your own credibility.” - 00:04:11
“You can co-host webinars, visit each other's podcasts as guests, you can also do joints, workshops, campaigns, et cetera. You will have to double the marketing power and will both really increase your visibility.” - 00:04:29
“Focus on both giving and getting feedback and referrals. Because here the “givers gain” principle applies, which means that if you give testimonials to others then they are likely to return the favour. And this way you can again build your credibility.” - 00:05:46
“Repurpose and reuse the content as much as possible. Do not reinvent the wheel over and over again. Instead, use what you already have.” - 00:06:18
“Consider using some marketing automation tools that can really help reduce the load of different administrative tasks.” - 00:06:31
Timestamps:
[00:01:02] Cost-Effective Ways to Build Awareness with Marketing
[00:01:52] The Power of Collaboration in Marketing
[00:03:47] Reducing Marketing Costs
 
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EP107: The Importance of a Marketing Plan and How to Build One

In this episode Mari-Liis and Laura from Powerful Marketers emphasize the importance of having a marketing plan for achieving business goals. They discuss the process of building a marketing plan, including identifying activities, allocating budget, and tracking performance through KPIs. The hosts emphasize that consistency, learning from mistakes, and understanding the foundation of marketing are essential for long-term success. Make sure to tune in and learn how to create a marketing plan that helps you grow your business.
Download the 12-Month Marketing plan.
 
Quotes:
“In the words of Eisenhower, plans are nothing, but planning is everything.”  - 00:00:03
"You need to be consistent with your actions and of course, you need to understand what are you doing, why are you doing and when you are doing those things." - 00:01:32
“Yes, AI is here to change everything in marketing, but more than ever, brands that actually do something significant, brands that matter, are the ones that are going to stand out.” - 00:01:59
“We should all focus on doing marketing that really matters, not just trying to create more noise, really by feeling the pressure to constantly put yourselves out there and to do great work in whichever area of your life.” - 00:02:50
“To save money, time and most importantly, your own mental well being, creating this marketing plan is really a must for any marketer and also for any small business owner.” - 00:04:25
“Often business owners or marketers haven't taken this time to really figure that out and to figure out some very essential parts of their strategy such as what is the problem that your business really helps to solve?” - 00:05:40
“You always need to think about both internal and external activities in your marketing and also do not forget your existing customers and providing consistent communication to them as well.” - 00:07:45
“In addition to tracking your marketing costs and activities, you should always keep a close eye on your most important marketing metrics. So our advice is to write down those metrics at least once every month and then track the changes over a longer period of time to see the trends in marketing.” - 00:08:45
Timestamps:
[00:01:00] The importance of having a clear marketing strategy
[00:05:23] The necessary steps to setting up a marketing plan
[00:08:43] The significance of metrics and KPIs in tracking performance
[00:09:29] 12-Month Marketing Plan
 
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EP106: How to Leverage Events in Marketing? With Ruby Sweeney

On this episode of the Powerful Marketing Tips Podcast, Ruby Sweeney from The Events Hub joins host Mari-Liis to discuss the significance of events in marketing. Ruby emphasizes the importance of being proactive in event planning and strategy and highlights that events as essential for building trust and relationships with customers. She also discusses the value of aligning events with company values and using them as a marketing platform. Overall, events are a valuable tool for businesses of all sizes and sectors who want to connect with customers and grow their brands.
 
Ruby Sweeney is the founder of The Events Hub. Her key goals are to not only create engaging, memorable experiences for attendees but save clients the entire mental load from start to finish. To Ruby and her team, what they do is way beyond just events - it's about creating opportunities for relationships for businesses, being a trusted partner to take care of and nurturing clients’ business growth. With over 20 years of experience in the industry, Ruby was recently also recognized as one of The Most Influential Women in Events 2022 and emerged as a finalist in the Businesswoman category at the Great British Entrepreneur Awards. We are incredibly excited to partner with Ruby and The Events Hub for Malaga Marketing Week taking place in September 2023. Find out more about Malaga Week.
 
Quotes:
“Events was the number one offline marketing activity that brands and businesses trusted in to help grow their business and meet their objectives. Now, I feel that we're getting to those levels once more in 2023 and beyond." (00:03:39)
"Events are essential to businesses, marketers, entrepreneurs of all levels, all sizes, all sectors, and that they should be taken so seriously and they should be planned for strategically.” (00:03:57)
“Strategy is that one place where everybody should start with events. And I see time and time again, there's so many organizations, so many individuals can be reactive towards events and we're not proactive enough. So we need to strategize about events in the same way that we look at business objectives, marketing objectives, sales targets, and get really smart about how we leverage events” (00:04:42)
“You can build tons of trust around your brand because of the event, but you can market yourself via those necessary mediums, formats, platforms, before the event, after the event.” (00:06:00)
“The number one thing, whether you're building a brand personal or business, or wanting collaborations, or wanting lead generation, it's about relationship building." (00:07:39)
“Identify the sorts of conferences or events or interactions that you want to get involved with, the experiences you want to create, and how best you can leverage those things.” (00:10:08)
“It's about looking at the best use of people's time when they're attending an event, but it's also about identifying which events, experiences, conferences, webinars, etc. are going to achieve those targets that you have set for your organization or your company.” (00:10:43)
“From our side as the organizers, we need to be providing the attendees or partners or sponsors or exhibitors with the data, the intelligence around who is coming, what this event is about, and really focusing and niching down on what our event is looking to achieve so that on the flip side, those attendees, partners, sponsors, exhibitors know exactly what effort, what energy, what resources, what budgets to put against those events and those interactions, because we can't hide behind kind of mediocre events anymore.” (00:11:15)
“There are lots of different areas of events where AI is starting to have an impact and event tech is starting to kind of embrace those.” (00:14:41)
“When you look at the ROI of events as well, events are a really, really good value for money.” (00:18:50)
“The best way you can identify what works for you is to go and test something. And it doesn't have to be a big, huge one. What I do say to a lot of my clients is we start small, we take baby steps, and we give ourselves time because the thing you don't want to do is rush into something and then finally haven't given yourself and your team enough time to plan for it.” (00:20:29)
 
Timestamps:
[00:03:34] Importance of events in marketing.
[00:06:22] Pre-event outreach and relationship building.
[00:12:55] AI in event management.
[00:18:50] Event ROI and strategy.
 
Links:
Connect with Ruby Sweeney:
Website: https://theeventshub.com
LinkedIn: https://www.linkedin.com/in/rubysweeney/
 
Join the Powerful Marketers Community: https://community.powerful-marketers.com/ 

EP105: The Secret to Battling Content Creation Overwhelm

Join Mari-Liis and Laura from Powerful Marketers as they dive into the fundamentals of content strategy. In this podcast episode, they discuss targeting the right audience, delivering value, and making smart decisions about platforms and media. Utilize the Content Diamond Strategy (created by the Brand Builders Group), where one monthly piece of long-form content is repurposed into bite-sized posts across different platforms. Gain visibility, engagement, and qualified leads with their essential tips and strategies. Tune in and take your content strategy to the next level!
Grab a copy of the content plan template from our community.
 
Quotes:
“Before you start creating any content strategy, you have to know the answers to the following questions. So number one, who exactly do you help with your product or service? Who is your primary target audience? Number two, what's in it for them? You have to be able to show value to them. What problem can your product or service solve for them? Why should they care? Now think about how you create your content based on that. And number three, be clear on the where. So where will you share that information?” - 00:02:05
"The biggest secret to battling content creation overwhelm is planning." - 00:04:04
“It is called the Content Diamond Strategy because it is shaped like a diamond in the picture. So the idea is that for each month, you should have one focus topic. So that sits on top of the diamond. And that on this focus topic, you will create one piece of long form content. For example, a blog post, a podcast episode, a webinar, a video article, whatever it is. But this big piece of content sits on top of the diamond.” - 00:04:25
“The work will start in terms of repurposing content, meaning now they just have to make a lot of small pieces out of this one bigger content.” - 00:05:18
“Please remember that people are not paying attention as much as you think they do. So it is okay to really have the same idea cut into different formats, pieces and posts.” - 00:05:32
“Those smaller pieces can be quotes, pictures, polls, short videos, carousel posts. There are many options. And once you have all of those small pieces of content ready, then you just have to divide them between the different marketing channels that you use.” - 00:06:01
“The most significant benefit of repurposing content is that it makes content so much easier to scale. In other words, you don't have to think of new content every single day.” - 00:06:28
“You should always have this one clear call-to-action to your website so that you can get people off social media to the channels that you actually own, meaning your website, your blog post, your newsletter and so on.” - 00:07:05
“Your number one goal should always be having people on your lists, not growing followers so much for social media.” - 00:07:22
Timestamps:
[00:01:40] Content creation fundamentals
[00:04:26] Content Diamond Strategy
[00:08:00] Repurposing content
 
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EP104: Why Should You Build a Personal Brand? With Bob Wheatley

In this episode, Mari-Liis interviews Bob Wheatley, a personal brand expert from the Brand Builders Group. The discussion revolves around building a credible personal brand and how it correlates with business success. Bob shares his experience of switching from being a professional baseball player to a personal branding expert. The episode shares insights into the importance of personal branding and how it can foster connections, inspiration, and growth in business.
 
Bob Wheatley serves as the Inside Sales Director of Brand Builders Group. A well-respected orator, Bob has spoken in rooms of thousands of people, and he’s performed in stadiums of ten-thousands. As a former professional athlete, Bob played in both the Toronto Blue Jays’ and St. Louis Cardinals’ organizations, and he amassed innings pitched in over thirty states and countries. Bob is well-researched in the fields of health, fitness, finance, and sales, and he’s passionate about helping his clients serve others. 
Quotes:
"What we say is if you have diluted focus, you get diluted results." (00:08:35)
"Pick one brick on that wall and hammer it over and over and over again. It could be your podcast. It could be your keynote speech. Get really, really good at that, become known for that. And then once you break through the wall, you could be like the Rock and start a tequila company, right? (00:08:46)
“You want to have new clients. You want to have new podcast listeners. You want to be seeing the business grow. This is the foundation. You don't live in a foundation. You live on the foundation. So you have to start there.” (00:11:47)
“You have to determine on the front end who you are, who you serve, what problem you solve for the world and how you make money. What is your monetization strategy? Cause if you're doing the Oprah model and you're saying I'm doing everything, you're going to be the Jack of all trades, master of none. It does not work for the non-Oprahs of the world.” (00:12:00)
"74% of Americans are more likely to trust somebody if they have an established personal brand." (00:15:54)
“It is helpful to have a podcast coach 100%. But if you don't have your brand DNA set up, some awesome microphone is not going to save you or working on Zoom versus Riverside versus some other studio platform is not going to save you.” (00:18:41)
"58% of Americans are willing to pay more money if somebody has an established personal brand." (00:20:53)
"Remember that people work with people rather than companies and they are willing to pay you more." (00:24:45)
 
Timestamps:
[00:06:33] Personal branding and reputation
[00:08:19] Focusing on better results
[00:11:38] Building a strong foundation
[00:15:38] Personal branding importance
[00:19:26] Personal branding and trust
 
Links:
Connect with Bob Wheatley:
Website: bobwheatley.com 
Brand Builders website: https://freebrandcall.com/bw/
LinkedIn: https://www.linkedin.com/in/bob-wheatley/
Instagram: https://www.instagram.com/bob_wheatley/
Facebook: https://www.facebook.com/bobwheatleybooks
Join the Powerful Marketers Community: https://community.powerful-marketers.com/ 

EP103: Marketing Multiple Brands: Should You Have Separate Social Media Strategies?

In this episode, Mari-Liis and Laura from Powerful Marketers discuss whether companies with multiple brands should have separate social media accounts or keep everything under one umbrella. The hosts emphasize the importance of considering all aspects of content strategy before making any permanent decision about rebranding. The outcome of creating new channels depends on the target audience and the goals of the brand. The hosts advise listeners to consider several factors before making a decision that has the potential to reduce the current following.
Quotes:
“The first thing to consider is the target audience. If those brands have different target audiences then of course it makes sense to separate them. But if the target audiences overlap then I don't think it is wise to dilute your efforts and separate them.” - 00:02:41
“If brands have different focuses, different goals, different values, different target audiences then separate them.“ - 00:03:40
“If the brands are aligned with their values and target audience and goals and everything that we just discussed then it is not wise to separate them because on the one hand it creates a lot of confusion for your target audience, which channel should they follow, and on the other hand it creates a lot of work for you as a marketer as well. And in addition to competing with all of your competitors, you will now start to compete with your second page on social media as well.” - 00:04:37
“Starting a new page in social media from scratch today is much more complicated than years ago and it requires a proper advertising budget for sure.” - 00:05:10
“In marketing, repetition is key so don't be afraid of repeating the same thing over and over again. On the contrary - if you just mention something once and never talk about it again, it will just be forgotten.” - 00:05:52
“If you have multiple brands within your company then the first step would be to carefully analyze the target audiences, the values, the goals of each brand before you decide to separate their marketing. Because more accounts means more confusion for your customers and also more work for you. But if the brands do serve different target audiences then for the sake of clarity definitely separate them.” - 00:06:59
Timestamps:
[00:02:41] Separating social media accounts according to the target audience
[00:04:37] The disadvantages of separating social media accounts
[00:05:52] Marketing strategy when separating social media accounts
 
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EP102: Finding the Right Marketer for Your Business

In this episode, Mari-Liis and Laura from Powerful Marketers discuss the common struggle of finding the right marketer for your business needs. They highlight the overwhelming nature of marketing and the need to recognize that one person cannot handle every element. The hosts provide leadership advice on how to choose the right marketer and emphasize the importance of recognizing what you don't know. The discussion also touches on the various roles a marketer can fill and the time-consuming tasks that come with each.
You have to know what is the missing piece in your marketing. Otherwise, you will spend your resources, time, and money, but again you will not experience the expected results. Also, be aware of how different personalities affect the work style. If you’d like to know the type of marketer that you are, then take our quick quiz at powerful-marketers.com/quiz. 
 
Quotes:
"Business owners believe that one marketer can fill all the roles connected to marketing in general. But this is definitely an unreasonable amount of work to be expected from just one person. So they are looking for someone who would be a great strategist, who can come up with tactical plans, great budgets, do all the content creation for example, do some designs, short videos would be nice of course, maybe website development. Why not, right?" - 00:01:18
"The first step would be to really clarify and understand what it is that you actually need from that marketing person.” - 00:02:55
“Don't expect that marketing specialist to also be in the role of a marketing leader. They may have great ideas, of course, but this is not what they are most skilled in. So you may need to hire some other talent for that marketing leadership role who is more analytical and who can help you out there.” - 00:03:29
"You have to know what is the missing piece in your marketing today. Otherwise, you will spend your resources, time, money, also nerves. But again, you will not experience these expected results." - 00:04:22
“Build your business house, I would say, with marketing alignment, with a solid foundation, and you will feel so much how it takes off this daily burden. Otherwise, I know that you will keep being busy with being busy without any marketing alignment and business growth.” - 00:04:46
Timestamps:
[00:01:32] A variety of tasks in marketing
[00:03:54] Do you need a marketing assistant, specialist or leader?
[00:04:20] Start with clarity and hurry slowly
 
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EP101: 3 Ways to Use Customer Feedback To Grow Your Business

In this episode, Mari-Liis and Laura from Powerful Marketers discuss the most effective ways to use customer feedback to grow your business. There are many ways to do it but to keep it short and simple; we will share three highly effective tips. These include asking for feedback on social media and Google, showcasing the feedback on your website, and using the NPS score to measure customer satisfaction.
Quotes:
"By asking for feedback on Google and on social media, you will be more visible, you will build trust on public channels and you can also improve your existing products or services." - 00:01:45
"And overall, [showcasing the feedback] helps you to get your brand and business out there even more and it really builds your reputation in the marketplace while you sleep.” - 00:02:35
“And what's great about this [NPS] survey is that it can also be anonymous, meaning they can be honest. And since it is such an easy question and it only takes really one minute to answer that, the likelihood of really receiving a lot of responses is quite high as well.” - 00:03:16
"The best time to ask for NPS feedback is right after you have worked with them because their emotions are still high." - 00:03:57
“Listening to your audience will naturally draw more users to your business as we all are drawn to positive people and companies.” - 00:07:03
Timestamps:
[00:01:07] Ask for feedback on social media and Google
[00:01:59] Showcase the feedback on your website to improve SEO
[00:02:54] Use NPS to measure satisfaction
[00:04:12] How to measure the NPS score?
 
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