1105: What's Working and What's Not Working in Digital Marketing Strategy? w/ Ashish Agrawal

WEBVTT 1 00:00:00.120 --> 00:00:04.240 A relationship with the right referral partner could be a game changer for any be 2 00:00:04.440 --> 00:00:08.509 to be company. So what if you could reverse engineer these relationships at a 3 00:00:08.630 --> 00:00:14.189 moment's notice, start a podcast, invite potential referral partners to be guests on 4 00:00:14.310 --> 00:00:19.670 your show and grow your referral network faster than ever? Learn more. At 5 00:00:19.750 --> 00:00:30.179 sweetish Mediacom you're listening to be tob growth, a daily podcast for B TOB 6 00:00:30.339 --> 00:00:34.579 leaders. We've interviewed names you've probably heard before, like Gary Vander truck and 7 00:00:34.619 --> 00:00:38.530 Simon Senek, but you've probably never heard from the majority of our guests. 8 00:00:39.210 --> 00:00:44.170 That's because the bulk of our interviews aren't with professional speakers and authors. Most 9 00:00:44.250 --> 00:00:48.450 of our guests are in the trenches leading sales and marketing teams. They're implementing 10 00:00:48.530 --> 00:00:53.640 strategy, they're experimenting with tactics, they're building the fastest growing BTB companies in 11 00:00:53.719 --> 00:00:57.079 the world. My name is James Carberry. I'm the founder of sweet fish 12 00:00:57.159 --> 00:01:00.799 media, a podcast agency for BB brands, and I'm also one of the 13 00:01:00.880 --> 00:01:03.790 CO hosts of this show. When we're not interviewing sales and marketing leaders, 14 00:01:04.030 --> 00:01:07.790 you'll hear stories from behind the scenes of our own business, will share the 15 00:01:07.829 --> 00:01:11.189 ups and downs of our journey as we attempt to take over the world. 16 00:01:11.829 --> 00:01:23.060 Just kidding. Well, maybe let's get into the show. Welcome back to 17 00:01:23.219 --> 00:01:26.620 be to be growth I. I'm your host for today's episode, Nikki Ivy, 18 00:01:26.700 --> 00:01:30.540 with sweetish media guys. I've got with me today, as she a 19 00:01:30.700 --> 00:01:34.530 Grewal, who is head of digital marketing and strategy at Psychus, and she's 20 00:01:34.609 --> 00:01:38.450 how you do in a day? Yeah, I think I'm doing great. 21 00:01:38.890 --> 00:01:41.689 Thank you. Thank you for having me on your podcast. Yeah, of 22 00:01:41.769 --> 00:01:44.569 course I'm afraid of what you guys are doing. I'm a fan of a 23 00:01:44.689 --> 00:01:48.480 lot of your content and I'm excited to dig into what we're going to be 24 00:01:48.519 --> 00:01:52.599 talking about today, which is, in fact, digital marketing strategy and some 25 00:01:52.840 --> 00:01:53.760 some of the things that are working for you guys, some of the things 26 00:01:53.760 --> 00:01:57.640 that you guys are exploring. But before we get into all of that, 27 00:01:59.239 --> 00:02:00.750 and she's I would love it if you would just give us a little bit 28 00:02:00.750 --> 00:02:04.510 of background on you know, yourself, and what you and the folks as 29 00:02:04.549 --> 00:02:07.789 like this have been up to these days. Yeah, so clame a journey, 30 00:02:07.949 --> 00:02:12.509 but it was like this is almost a year and a half or no, 31 00:02:12.909 --> 00:02:16.180 so I'm really proud to be associated with zychus because, like this kind 32 00:02:16.219 --> 00:02:23.539 of side, it's being wonderful front of B to be marketing. So we 33 00:02:24.340 --> 00:02:31.169 have been leg always kind of the excluation and Testing Board for whatever know, 34 00:02:31.810 --> 00:02:39.650 and like we definitely have a lot of things going on right with you guys 35 00:02:39.729 --> 00:02:46.639 to Uhgy and marketing definity, with time I would want to share with you 36 00:02:46.919 --> 00:02:50.080 today. Yeah, so let's do it. Let's get into it. Man, 37 00:02:50.439 --> 00:02:53.919 one of the things when you and I were talking about talking offline about 38 00:02:53.039 --> 00:02:57.120 some of the things that you guys are are, you know, investing in 39 00:02:57.599 --> 00:03:00.550 and and what's working, is you let me know that you guys are heavily 40 00:03:00.629 --> 00:03:07.349 investing in in Linkedin, and you know it's everybody on Linkedin is talking about 41 00:03:07.349 --> 00:03:08.949 how important Linkedin is. But, yeah, you don't see a lot of 42 00:03:08.990 --> 00:03:14.219 people really putting their money where their mouth is or or having a strategy that's 43 00:03:14.300 --> 00:03:17.939 consistent with that. But you said you guys it's some eighty to nine percent 44 00:03:19.539 --> 00:03:23.060 of the the paid budget going to Linkedin. Tell us a little bit about 45 00:03:23.259 --> 00:03:25.939 why and what you're seeing from and what that looks like for you guys. 46 00:03:27.610 --> 00:03:35.129 So it's as I because basically, you know, we we designing and greeting 47 00:03:35.289 --> 00:03:38.930 or soft fit into the comment space. So it's it's a bitty define niche, 48 00:03:39.050 --> 00:03:44.000 I would say. And we, like we've been in business for greatly 49 00:03:44.039 --> 00:03:47.400 plus years now. So like we have a pretty, you know, good 50 00:03:47.439 --> 00:03:53.439 idea of who are target segments and who we want to go off to and 51 00:03:53.319 --> 00:03:58.669 on that load. Like linkedin is a perfect backform for us because it provides 52 00:03:58.750 --> 00:04:02.590 those supertogeting options that we want. So, like, we we kind of 53 00:04:02.909 --> 00:04:09.270 you almost all the features which linked in offers photogety and it would it bear 54 00:04:09.310 --> 00:04:11.939 of staying. You know, we have kind of freeded it and kind of 55 00:04:12.139 --> 00:04:15.139 for ficker out how to get the most showed the thing and due to this 56 00:04:15.740 --> 00:04:20.180 super daggeting options, we ably do exactly go off to the people we want 57 00:04:20.379 --> 00:04:26.529 and we really do really, you know, crushag distial opening targets and actually 58 00:04:26.850 --> 00:04:30.290 get almost, I can see, close to save an exile, I know. 59 00:04:30.529 --> 00:04:33.930 From what do we spend on ing them? And Yeah, and I 60 00:04:34.009 --> 00:04:38.720 would be stay and realize your own there's no time to put us, which 61 00:04:38.759 --> 00:04:42.160 is that often this kind of atherway. So yeah, so that's right. 62 00:04:43.079 --> 00:04:46.040 Wow, wow, wow. Who doesn't want that kind of return right, 63 00:04:46.319 --> 00:04:51.680 I mean, and it's true, it's true. I mean I listen. 64 00:04:51.720 --> 00:04:58.069 I don't have sort of a direct ROI example, but in my own personal 65 00:04:58.230 --> 00:05:02.910 branding, in my own sort of efforts to know to get out there and 66 00:05:03.589 --> 00:05:08.819 make sure that I'm not just in front of people but providing value to prospects 67 00:05:08.860 --> 00:05:11.379 as much as I possibly can. Yeah, I'm all in a linked into 68 00:05:11.500 --> 00:05:15.019 in terms of a time investment, and so you're preaching to the choir here. 69 00:05:15.060 --> 00:05:17.699 I drink that same cool aid. That's use. And another thing that 70 00:05:17.980 --> 00:05:24.170 that was really interesting that you said you guys are doing is using video, 71 00:05:24.529 --> 00:05:30.569 incorporating video in a way of to get lead forms right and using using videyard, 72 00:05:30.569 --> 00:05:32.490 who I'm familiar with. A lot of folks who listen to the show 73 00:05:32.529 --> 00:05:38.000 are and our fans of but tell us what that looks like. Are Yeah, 74 00:05:38.079 --> 00:05:44.000 so, like exachis the videos that we were using a website previously. 75 00:05:44.240 --> 00:05:46.879 We're all also on Youtube, though we do still mantly in an active youtube 76 00:05:46.879 --> 00:05:51.870 channel, but we were also putting these videos, which were hosted on Youtube, 77 00:05:51.870 --> 00:05:55.949 on our website. So we figured out, you know, that at 78 00:05:55.949 --> 00:06:00.470 the end of the video people actually see recommendations from our competitors who host similar 79 00:06:00.509 --> 00:06:05.100 videos and there's a lot of cross navigation that was happening. Also, there 80 00:06:05.180 --> 00:06:09.819 was no way to know, generate leads from all the valuable video content that 81 00:06:09.899 --> 00:06:14.579 we were putting out. So we then kind of got videad on board as 82 00:06:14.620 --> 00:06:17.930 a posting platform, and the advantages were this, like it was a private 83 00:06:18.050 --> 00:06:26.129 hosting so like no no recommended videos of competitors, and we could insert these 84 00:06:26.170 --> 00:06:29.490 lead forms wherever we wanted in the controom. So we typically did it, 85 00:06:30.050 --> 00:06:33.639 you know, after like fifty percent of the video or at the end of 86 00:06:33.720 --> 00:06:40.480 the video fit it's a short one, and we kind of started generating a 87 00:06:40.600 --> 00:06:45.839 pretty decent number, a number of leads from these videos and since, like 88 00:06:46.000 --> 00:06:49.949 the video anyways, is a super engaging format. So these these these are 89 00:06:49.990 --> 00:06:56.350 really valuable and over the last year we have calculated and figure out that you, 90 00:06:56.709 --> 00:07:00.579 videad has given us almost four to five weeks R I. on our 91 00:07:00.939 --> 00:07:04.300 a black form, a meshment that we have been on your job. So 92 00:07:04.740 --> 00:07:12.459 yeah, to the value and we think you are going to far using and 93 00:07:12.579 --> 00:07:17.730 keep on experimenting in see you know how howays it can and US professional and 94 00:07:17.810 --> 00:07:20.649 just show up. Things wills for this year. Yeah, yeah, yeah, 95 00:07:20.649 --> 00:07:24.050 man, you guys are y'all putting them some numbers. This is this 96 00:07:24.250 --> 00:07:28.089 is good, good stuff, and I hadn't thought about that. I know 97 00:07:28.209 --> 00:07:30.680 what you're talking about right where you've got a youtube channel, you're producing the 98 00:07:30.839 --> 00:07:36.360 content native to Youtube and then just putting it in other places and using it 99 00:07:36.439 --> 00:07:40.160 for other places, are linking to it. But you're right, that exposes 100 00:07:40.240 --> 00:07:44.310 you to this this chance that this in the suggestions, there will be your 101 00:07:44.389 --> 00:07:47.189 competitors or, if it's not your competitors, just some some whole other rabbit 102 00:07:47.230 --> 00:07:50.269 hole that folks go down on Youtube Anyway. If there anything like me, 103 00:07:51.069 --> 00:07:55.230 this sort of takes them out out of the mindsets you want them to be 104 00:07:55.350 --> 00:07:58.230 in when they're engaging with your content. So it's so smart. I'd do 105 00:07:58.389 --> 00:08:01.699 something like vide yard to prevent that whole thing and and I imagine it also 106 00:08:01.699 --> 00:08:05.259 gives you, I think, like you mentioned, a little bit more insight 107 00:08:05.339 --> 00:08:09.459 into, you know, who's watching, since you can capture actual leads from 108 00:08:09.540 --> 00:08:13.209 that. That is so, so smart. So another thing that's part of 109 00:08:13.290 --> 00:08:18.649 this strategy that you guys are are benefiting from is exploring new things, and 110 00:08:18.769 --> 00:08:22.449 you guys are exploring cms platforms right now, and so you've had to you 111 00:08:22.610 --> 00:08:26.329 know, you told me, everybody's favorite part of the job right sitting to 112 00:08:26.449 --> 00:08:30.800 Demos, listening. You can do it. A lot of that, a 113 00:08:30.879 --> 00:08:33.200 lot of that. Does week tell us about what that process is like, 114 00:08:33.679 --> 00:08:39.639 why it is so important to have a good cms platform and what you guys 115 00:08:39.639 --> 00:08:43.309 have been looking for to get that is something like this. Yeah, sure, 116 00:08:43.509 --> 00:08:48.309 so, making like we living going through a lot of platforms, that 117 00:08:48.389 --> 00:08:54.789 we have narrowed down on a couple of them, and why we we are 118 00:08:54.830 --> 00:09:01.100 going after this is, like we want to grow in regents, like you 119 00:09:01.220 --> 00:09:07.899 know, in an Apac countries, where the reason languages are actually much, 120 00:09:07.940 --> 00:09:13.090 for us, too much more than English. So we need to have a 121 00:09:13.210 --> 00:09:18.450 very quick turnaround for content that is being delivered in this in these reasons languages. 122 00:09:18.809 --> 00:09:22.529 So currently, our system, which we have in plays as a lot 123 00:09:22.570 --> 00:09:28.200 of manual back and forth, which is required. So, like one of 124 00:09:28.240 --> 00:09:31.600 the reasons for getting the cmus on wood would be so that, you know, 125 00:09:31.799 --> 00:09:35.080 they will be automated work close built in, which will allow for any 126 00:09:35.600 --> 00:09:41.470 content that we put on our website or a blog to be automatically translated. 127 00:09:41.710 --> 00:09:46.870 And like there's a separate UI available for the translators or agency. When you 128 00:09:46.950 --> 00:09:50.549 do the translation, we can quickly edit it and, you know, save 129 00:09:50.629 --> 00:09:54.379 it and that that baically gets up. You don't do the reasoner site. 130 00:09:54.419 --> 00:10:00.100 So they go to let getting this reason form can down Wi be, you 131 00:10:00.179 --> 00:10:03.940 know, reduced, and that can be like what we believe can be like 132 00:10:03.019 --> 00:10:09.570 a key game change at and of these fix so yeah, that's the whole 133 00:10:09.570 --> 00:10:16.649 idea and looking do exactly hopefully, should it should work out well. Yeah, 134 00:10:16.690 --> 00:10:18.610 yeah, no, for sure, your heads in the right place. 135 00:10:18.690 --> 00:10:22.279 Listen, I as its media. We we work with folks a lot on 136 00:10:22.759 --> 00:10:28.799 the question of how to consistently produce content right and so when you're talking about 137 00:10:28.799 --> 00:10:31.519 a platform that you know facilitates that and makes that, you know, simpler 138 00:10:31.639 --> 00:10:37.070 more efficient. Yes, I get exactly why that's so, so important, 139 00:10:37.470 --> 00:10:39.990 especially when you're you're trying to produce content. It sounds like you mentioned blogs 140 00:10:41.029 --> 00:10:43.789 and podcast when you're trying to produce content for multiple channels. So I get 141 00:10:43.830 --> 00:10:46.909 why you guys were doing that and you mentioned one of the other things that 142 00:10:46.950 --> 00:10:50.220 you guys are exploring or that you guys have started to do. So I'm 143 00:10:50.379 --> 00:10:54.379 differ toe in the water of my favorite not that I'm biased dirty things, 144 00:10:54.980 --> 00:11:00.659 as is your your podcast. So tell us why you guys chose that channel 145 00:11:01.539 --> 00:11:05.289 to include in your digital marketing strategy and what you're hoping to get from it. 146 00:11:05.970 --> 00:11:11.210 So, yeah, I mean the podcast. There's definitely being that use 147 00:11:11.490 --> 00:11:16.889 recently popular podcasts. Like I said, like, we operate in the pretoman 148 00:11:16.009 --> 00:11:20.360 domain, so that's an ish where they are not many. Two very clear 149 00:11:20.480 --> 00:11:24.120 that, I would say, as know, in the podcast format. So 150 00:11:24.639 --> 00:11:30.720 that's an opportunity for us to come and like recently there was an update on 151 00:11:30.799 --> 00:11:35.309 the Google search engine where, you know, people searching for, let's say, 152 00:11:35.710 --> 00:11:41.990 a keyword protramment podcastle will directly see the podcast getting exposed on the searching 153 00:11:41.070 --> 00:11:46.990 in exceptionally, given you know, searchin is like Google exit, and now 154 00:11:46.139 --> 00:11:52.259 acting be supporting this. So we we came up with this new format and 155 00:11:54.659 --> 00:11:58.580 we we feel that you know, because it's easier to when you're commuting, 156 00:11:58.700 --> 00:12:05.450 except it's easier to listen to a podcast rather than maybe pretext aware on the 157 00:12:05.529 --> 00:12:11.370 go. So we're hoping that you know this one actually, if done consistently, 158 00:12:11.450 --> 00:12:16.320 would a period of time. There's a lot of banding in the Predoman 159 00:12:16.360 --> 00:12:20.639 Win and also might might serve as a very good, you know, top 160 00:12:20.720 --> 00:12:26.320 of the Funnel Conversation Charter for Ors Ikus. Yeah, for sure, I 161 00:12:26.440 --> 00:12:30.669 love. I love what your heads at with this. You that's that's my 162 00:12:30.950 --> 00:12:35.190 sales pitch. You just that's all talks to people about every day. But 163 00:12:35.590 --> 00:12:39.990 it is suple. It's a bit I know you don't can. DISTENCY is 164 00:12:39.029 --> 00:12:43.149 the word that keeps coming up and we talk about this, and so figuring 165 00:12:43.190 --> 00:12:46.659 out a way to do that consistently definitely is going to have to be part 166 00:12:46.659 --> 00:12:50.379 of the strategy. But just the spirit in which you guys are are, 167 00:12:50.620 --> 00:12:54.259 you know, stepping into this. First of all, it's real bowl, 168 00:12:54.299 --> 00:12:56.460 because a lot of people just stop, they think about it, they're like 169 00:12:56.620 --> 00:12:58.850 not as not going to where we we don't have the resource sport, and 170 00:12:58.889 --> 00:13:01.529 they just let it go. But the fact that you guys are still pursuing 171 00:13:01.610 --> 00:13:05.809 it, I think, is a testament to how serious you are about about 172 00:13:05.929 --> 00:13:09.570 having like the best digital marketing strategy possible. So thank you so much for 173 00:13:09.649 --> 00:13:13.000 laying that out for us. I think that you've given us a lot of 174 00:13:13.120 --> 00:13:16.279 things to think about, a lot of things that folks listening can consider trying 175 00:13:16.440 --> 00:13:22.360 in their own digital marketing strategies. So now as she's that I have successfully 176 00:13:22.399 --> 00:13:24.440 picked your brain and see what I could get out of it, it is 177 00:13:24.559 --> 00:13:28.590 time for you to tell us what you are putting in it, to tell 178 00:13:28.629 --> 00:13:33.669 us, tell us about learning resource that you've been engaging with that is, 179 00:13:33.870 --> 00:13:35.710 you know, in forming your approach. Or this just got you excited these 180 00:13:35.750 --> 00:13:41.309 days? Yeah, so I think, like you, recently have started to 181 00:13:41.620 --> 00:13:45.059 do things which we tell you. Do you know? I noticed that the 182 00:13:45.059 --> 00:13:48.700 units really think me. So, Vanda is like idea is the last two 183 00:13:48.740 --> 00:13:52.580 months I started going to a gym in the morning. I get up early 184 00:13:52.700 --> 00:13:56.450 and I go to a gym and I think it really helps. Like people 185 00:13:56.809 --> 00:14:03.210 like I always are the streamer one wing to a gym or do for me, 186 00:14:03.409 --> 00:14:07.490 but like from a confidence perspective, and you know my energy levels, 187 00:14:07.490 --> 00:14:09.559 that at least two it's what they were. The issue. I'm able to 188 00:14:09.639 --> 00:14:15.240 get a lot more done without getting tired. So definitely there's a very high 189 00:14:16.360 --> 00:14:20.960 kind of positive impact on the vy I go about my day. And another 190 00:14:20.039 --> 00:14:24.830 thing which is a little interesting for me is, like I made it a 191 00:14:24.909 --> 00:14:30.909 point to download at least one new piece of music every day. Like US 192 00:14:30.950 --> 00:14:33.909 as contract which I've not heard before. So that's kind of you know, 193 00:14:35.470 --> 00:14:39.340 also gives me something new to listen to, etc. So keeps, keeps 194 00:14:39.419 --> 00:14:46.580 feature creativity going, basically, and I use recently using youtube music for music 195 00:14:46.659 --> 00:14:48.980 discovery, and I found it she could. So, yeah, I think 196 00:14:50.019 --> 00:14:52.850 these are these are some some things which you know, I'm doing recently. 197 00:14:54.009 --> 00:14:58.009 These are some of my favorite answers. I have to tell you, like 198 00:14:58.009 --> 00:15:03.649 I, I'm guilty of living in the s when it comes to the music 199 00:15:03.730 --> 00:15:07.679 I listened to. So I would have to push myself to like find new 200 00:15:07.759 --> 00:15:11.159 music to listen to and I love the idea of having it just be one 201 00:15:11.240 --> 00:15:16.360 new song, like baby steps getting into it. And so, yeah, 202 00:15:16.440 --> 00:15:18.600 that's what my fare. I've never gotten that answer before. I love it 203 00:15:20.279 --> 00:15:22.509 so shy, I know that everybody listening, just like me, has become 204 00:15:22.509 --> 00:15:24.789 a fast fan of yours and they're going to want to know how to keep 205 00:15:24.789 --> 00:15:28.230 up a few to tell us how that was. People can connect with you. 206 00:15:28.789 --> 00:15:33.669 Yeah, so, yeah, people can reach out to be on my 207 00:15:35.149 --> 00:15:43.019 it's linkedincom I am ash shade three want to or I also have a two 208 00:15:43.220 --> 00:15:50.649 channel. It's called at Bigi Yogi. Three want to switch. Add dig 209 00:15:50.929 --> 00:15:54.049 you'll eat three, one two, and if you want to reach out to 210 00:15:54.169 --> 00:15:58.769 me on email, then you can drop me Your Mail on Ashish, the 211 00:15:58.970 --> 00:16:03.450 SCHISCH A, three, one two and gmailcom from that love it. You 212 00:16:03.490 --> 00:16:04.320 know what we're gonna have to have you on to get in the future, 213 00:16:04.559 --> 00:16:07.440 to talk about how some of the things that you guys are just now exploring 214 00:16:08.360 --> 00:16:11.480 had panned out and what you've gotten from those. Like I said, you 215 00:16:11.600 --> 00:16:14.720 gave us a lot today. I'm so glad that you laid those things out 216 00:16:14.759 --> 00:16:17.320 for us and that we had you on the show. Thank you so much 217 00:16:17.320 --> 00:16:18.470 for being on the show, man. You have a good day. Yeah, 218 00:16:18.710 --> 00:16:26.830 bosually closed groups, people do, we totally get it. We publish 219 00:16:26.950 --> 00:16:30.509 a ton of content on this podcast and it can be a lot to keep 220 00:16:30.549 --> 00:16:33.740 up with. That's why we've started the BB growth big three, a no 221 00:16:33.899 --> 00:16:38.899 fluff email that boils down our three biggest takeaways from an entire week of episodes. 222 00:16:40.340 --> 00:16:45.379 Sign up today at Sweet Fish Mediacom big three. That sweet fish Mediacom 223 00:16:47.250 --> 00:16:47.970 Big Three