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Welcome to another fun episode of the Marketing Nation Podcast, presented by Marketo and hosted by Marketo’s Digital Marketing Evangelist, DJ Waldow.
Peter Shankman, a marketer, entrepreneur, mastermind event host, and fellow podcaster, joins the Marketing Nation to discuss the value of influence marketing, the future of hashtags, and how being awesome translates into ROI.
Marketers are getting smarter, Peter believes, however some are still associating “ROI” with more Facebook likes or Twitter follows. ROI literally means “return on investment,” so the bottom line is the only metric to figure out whether or not you have a positive ROI. If you’re not sure, or if you’re seeing a negative ROI, then it’s time to re-think your strategy.
In addition to his results-driven marketing approach, Peter explores a lot of topics related to influence marketing. An influencer himself, Peter has gotten some crazy propositions from people and companies that want him to talk about their product or service. At the end of the day, Peter says that if he likes the company, he will talk about it without being asked. In order to develop a successful influencer program, give your influencers a unique and positive experience. Consider what will help them have fun and want to talk about what you did for them.
Customer service at the company is key in helping develop a positive brand experience, which then leads to rapid loyalty. In his last book, Nice Companies Finish First, Peter dives deeper into the customer service issue. It doesn’t take rocket science, all you have to do is make your customer happy and give them something unexpected. If you’re one level above crap, he says, you’ll be fine. If you’re five levels above crap, of course, that’s when you start to develop a deep brand connection and loyalty among your customers.
Bottom line: If you want more customers, just be awesome to them.
As far as the future of marketing is concerned, Peter believes that it’s less about who and what and when and more about relevancy. How can you make your relationships and your brand relevant to the people around you? Find the answer to that question and you’ll find success.
Peter has extensive experience in marketing and speaking, and has recently launched a new mastermind program for small business owners. The value in putting a group of entrepreneurs from different industries together in a room is incredible, and the ideas that have come out of these masterminds are amazing. The new site, Shankminds.com, just launched. He also has a new book coming out soon called Zombie Loyalty, where he dives deeper into how brands can develop customer loyalty so strong that people are willing to drag their friends to the brand.
You’ll have to listen in to hear how Peter likens personal and social networks to a lava lamp!
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An entrepreneur, author, speaker, and worldwide connector, Peter is recognized nationally and globally for radically new ways of thinking about Social Media, PR, Marketing, Advertising, creativity, and just about everything else. Peter is the founder and CEO of The Geek Factory, Inc., a boutique Marketing and PR Strategy firm located in New York City, with clients worldwide. His blog, which he launched as a website in 1995, (www.shankman.com) both comments on and generates news and conversation.