1301: 5 Ways B2B Brands Can Upgrade Their Digital Experience This Week w/ Ryan Brown

WEBVTT 1 00:00:05.280 --> 00:00:09.470 Welcome back to another episode of BB growth. I'm Dan Sanchez with sweetish media, 2 00:00:09.550 --> 00:00:13.310 and today I'm joining with Ryan Brown, who's the head of brand strategy 3 00:00:13.390 --> 00:00:16.469 at Saros. How you doing today, ran? I'm doing great. How 4 00:00:16.469 --> 00:00:20.149 are you doing then? I'm doing well. Thanks for taking some time to 5 00:00:20.190 --> 00:00:23.500 be on the show. Today we're going to be talking about five ways be 6 00:00:23.660 --> 00:00:28.940 tob marketers can improve their digital experiences. But before we get into the topic, 7 00:00:28.980 --> 00:00:31.620 Ryan, can you tell us a little bit about what you in the 8 00:00:31.620 --> 00:00:34.500 Siro's team has been up to today, like what are you guys working on? 9 00:00:35.219 --> 00:00:38.369 Yeah, I mean a couple things that are fundamental. So us is 10 00:00:38.490 --> 00:00:41.929 one. We've been at this digital experience thing for a while and we kind 11 00:00:41.969 --> 00:00:44.770 of take a slightly different viewpoint out it. I feel like, I joke 12 00:00:44.969 --> 00:00:48.850 when I go to different conferences of events like experiences, it also feels like 13 00:00:48.850 --> 00:00:51.600 a buzzword. I actually think it's something I believe deeply and passionately in, 14 00:00:51.640 --> 00:00:55.679 but everyone's throwing around experience today. But it's something that we care about deeply 15 00:00:55.759 --> 00:00:58.679 and I know we'll talk a little bit more about sort of how we view 16 00:00:58.840 --> 00:01:00.799 that today and maybe differentiate it. The other thing that we've been up to 17 00:01:02.000 --> 00:01:04.030 is for the as a company for the past, you know, since we've 18 00:01:04.030 --> 00:01:07.750 existed, we've really have this mission to unlock creativity. So how do we 19 00:01:07.870 --> 00:01:12.069 bring creativity to all businesses? Be The BEBBC, doesn't matter really. What 20 00:01:12.230 --> 00:01:15.430 wanted to do is inspire in arm people with the tools that they can bring 21 00:01:15.590 --> 00:01:21.180 that into their approach of digital marketing. So I find digital experience to be 22 00:01:21.219 --> 00:01:23.579 kind of like a broad term like that could just mean so many different things. 23 00:01:23.659 --> 00:01:26.900 It's digital and digitals is huge category, and then experience can be so 24 00:01:27.620 --> 00:01:32.819 loose. But like how do you define digital experience, especially for for be 25 00:01:32.930 --> 00:01:37.250 tob brands? Yeah, I mean what's interesting is like anything and everything in 26 00:01:37.530 --> 00:01:41.129 life can be an experience, like by definitions, anything that you've lived through, 27 00:01:41.129 --> 00:01:46.290 undergone, you know, in a selfconvene experience. So every company has 28 00:01:46.530 --> 00:01:49.079 a digital experience, whether they created or not. You know that. That's 29 00:01:49.159 --> 00:01:52.040 the crux of it. You know, what I want to talk about today 30 00:01:52.079 --> 00:01:56.719 is how companies can actually architect and engineer the experiences that they created. So 31 00:01:56.840 --> 00:02:00.000 when I think about digital experience, you can think about it in also two 32 00:02:00.040 --> 00:02:01.510 different ways. You've got companies which are saying hey, you need to have 33 00:02:01.590 --> 00:02:07.669 a better digital experience and that might mean streamlining or personalizing or making things better, 34 00:02:08.229 --> 00:02:10.750 and I think that's important. In there's a lot of things that people 35 00:02:10.789 --> 00:02:14.509 need to do on websites and stuff that are transactional. But a lot of 36 00:02:14.590 --> 00:02:17.219 times when we're interacting with a company or brand with their marketing, it might 37 00:02:17.259 --> 00:02:22.300 be at any stage of the relationship, we have an opportunity to create that 38 00:02:22.460 --> 00:02:24.500 experience in the same way. If you were to, you know, be 39 00:02:24.620 --> 00:02:27.740 to BBC again, doesn't really matter, but if you were to go to 40 00:02:27.860 --> 00:02:30.770 an office or step into a retail store, what is that experience when you 41 00:02:30.770 --> 00:02:34.009 go inside there? I know when you come to our office, you know 42 00:02:34.090 --> 00:02:36.810 we want our guests to think and feel a certain things. So like, 43 00:02:36.889 --> 00:02:38.810 what does it look like? How are you greeted? Where do we have 44 00:02:38.889 --> 00:02:42.409 you sit? You can think the same way in the digital space. That 45 00:02:42.530 --> 00:02:46.000 key moments when you're interacting with someone in digital experience. So that's the kind 46 00:02:46.000 --> 00:02:50.360 of thinking I try to get marketers to think about. Is there's a differentiation 47 00:02:50.599 --> 00:02:53.080 from the experience that already happens, the experience that is like nice to have 48 00:02:53.680 --> 00:02:59.270 to how can I actually like engineer and architect experiences for my customers, of 49 00:02:59.310 --> 00:03:01.909 my clients, my prospects. Yeah, it's so funny because I think BTC 50 00:03:02.110 --> 00:03:06.909 certainly leads with like experience, like how do they want people to feel? 51 00:03:07.030 --> 00:03:09.469 If you're building a restaurant, you want the ambience to be just right, 52 00:03:09.509 --> 00:03:13.699 but we often don't think about that in terms of our digital marketing. How 53 00:03:13.699 --> 00:03:16.379 do we want people to feel from this social post or the website or the 54 00:03:16.460 --> 00:03:21.219 mix of the two? And it's certainly something that's even probably less thought about 55 00:03:21.219 --> 00:03:23.860 in the be tob space. But tell me a little bit more, like 56 00:03:23.139 --> 00:03:27.060 is that what you see going across in be to be marketing? Do you 57 00:03:27.169 --> 00:03:30.729 find that a lot of companies are thinking about experience or where do you kind 58 00:03:30.770 --> 00:03:34.009 of like see the current state to be to be marketing being in like this 59 00:03:34.090 --> 00:03:38.009 style thinking? Yeah, I think that's where there's tremendous amount of opportunities. 60 00:03:38.050 --> 00:03:42.039 And you kind of mentioned it there with a restaurant. If you just stand 61 00:03:42.120 --> 00:03:44.520 think for a minute of all the times you'd ever eat at a restaurant in 62 00:03:44.560 --> 00:03:47.039 your life. Probably hundreds to thousands of times, right, but think of 63 00:03:47.120 --> 00:03:51.879 the ones that stand out to you, that come to mind instantaneously. More 64 00:03:51.960 --> 00:03:53.919 likely there's are going to be the ones that made you feel something right and 65 00:03:53.960 --> 00:03:58.669 they're going to typically fall in it a spectrum of either really really good or 66 00:03:58.750 --> 00:04:00.310 really really bad, and those are the ones that are memorable, that you 67 00:04:00.430 --> 00:04:04.349 connect to. Same as true for all experiences and all things that we have 68 00:04:04.509 --> 00:04:08.310 in the same can go to be to be marketers in the digital space. 69 00:04:08.349 --> 00:04:11.939 Right. So if you think about how many websites and companies that are you, 70 00:04:12.259 --> 00:04:14.900 digital websites, are content are you on in today? How much of 71 00:04:15.020 --> 00:04:17.220 that you do you remember? It's either usually going to be the really really 72 00:04:17.259 --> 00:04:20.259 good ones are the really really bad ones, and I think that's the tremendous 73 00:04:20.259 --> 00:04:24.370 opportunity that exists within be to be marketing. A lot of it is because 74 00:04:25.050 --> 00:04:28.810 people haven't thought about, how do I engineer this to create emotion or connected 75 00:04:28.930 --> 00:04:33.089 people. So that's simple little idea of how we as human interact and I 76 00:04:33.170 --> 00:04:35.290 know a lot of times in need to be versus be to see like, 77 00:04:35.370 --> 00:04:40.360 oh no, that's much more like consumer sort of focus marketing. But the 78 00:04:40.519 --> 00:04:43.439 people that are, you know, in the B tob space that you're marketing 79 00:04:43.560 --> 00:04:46.199 to are the same people that are going to go to the restaurants and get 80 00:04:46.240 --> 00:04:48.519 those consumer thing. So it's tapping into, I think, that very humanity 81 00:04:48.680 --> 00:04:51.759 part of all of us and whatever marketing that you do to stand out and 82 00:04:51.759 --> 00:04:55.310 kind of connect with someone, and that that's what I think is really, 83 00:04:55.350 --> 00:04:59.550 really exciting in a huge opportunity in the in the BP space. I think 84 00:04:59.550 --> 00:05:01.550 we kn always need reminders. Even as a BDB marketer myself, have to 85 00:05:01.589 --> 00:05:05.470 constantly remind myself like Oh, like, I'm keeping the goal of what I 86 00:05:05.550 --> 00:05:10.220 want them to do in mind and that kind of becomes the lens of which 87 00:05:10.220 --> 00:05:15.100 I'm creating my my my website, my social post and my ads through, 88 00:05:15.500 --> 00:05:17.500 but often forget like oh wait, like how do I want them to feel? 89 00:05:18.379 --> 00:05:23.290 How do I want them to feel afterwards? Beyond me trying to be 90 00:05:23.370 --> 00:05:25.290 like Oh, how do I get in their head to get them to click, 91 00:05:25.850 --> 00:05:29.089 that's usually the lens that I'm looking through it. So it's interesting to 92 00:05:29.170 --> 00:05:30.769 think, like how do I want them to feel? I don't want them 93 00:05:30.810 --> 00:05:33.209 to experience it along the way. It's that we're building some know, some 94 00:05:33.290 --> 00:05:38.120 synergy as they go through the whole thing. So what are some be tob 95 00:05:38.279 --> 00:05:42.279 brands that you feel like are like doing really well and creating a digital experience. 96 00:05:42.480 --> 00:05:46.199 They're not only getting people to Click through their their marketing, but they're 97 00:05:46.199 --> 00:05:49.910 actually creating an a great experience along the way. You know, the the 98 00:05:50.149 --> 00:05:53.829 the examples. I'm in a reference and I'll be a to speak to them 99 00:05:53.870 --> 00:05:57.430 because I do know firsthand and some of the people have connected with it's funny. 100 00:05:57.470 --> 00:06:00.790 There's some big organizations that are huge and there be to be marketing spans 101 00:06:00.430 --> 00:06:04.259 massive amounts, right. So, but what I might be helpful for your 102 00:06:04.300 --> 00:06:08.779 listeners is some tansible stories. Are examples that I can share. A few 103 00:06:09.019 --> 00:06:12.139 clients that I've worked with are brands that I've been able to sort of interact 104 00:06:12.180 --> 00:06:15.100 with, you know. So one of them that I'll just share, which 105 00:06:15.660 --> 00:06:18.089 I think is a really great example of a transformation story. Right, a 106 00:06:18.250 --> 00:06:21.649 company who has done me to be marketing for a while and the leader of 107 00:06:21.850 --> 00:06:26.569 that company, so the company's Car Garous, the specifically on the B Tob 108 00:06:26.689 --> 00:06:29.970 side of car grew. So for that, for them it was the car 109 00:06:30.050 --> 00:06:34.079 dealers that they're trying to bring on to the car platform. And the head 110 00:06:34.319 --> 00:06:39.120 of BB marketing at car grew, she came from sort of the consumer side. 111 00:06:39.199 --> 00:06:42.399 She was at General Mills and worked on you play and had that sort 112 00:06:42.439 --> 00:06:45.639 of consumer focus brand. But as soon as she stepped into the B tob 113 00:06:45.759 --> 00:06:47.629 space, it's as what we all know is sort of key metrics, right, 114 00:06:47.709 --> 00:06:50.589 how am I driving? Leads and revenue, all those different things. 115 00:06:51.470 --> 00:06:55.550 So what I find to be really fascinating about then, is they had this 116 00:06:55.709 --> 00:06:59.790 workhorse of a PDF. I think many beauty companies have like a Workworth PDF, 117 00:06:59.910 --> 00:07:03.420 right, and for them this this pdf was all about understanding the digital 118 00:07:03.579 --> 00:07:08.060 car buyer. So, you know, for them has a platform which helps 119 00:07:08.100 --> 00:07:12.540 these dealers sell their cars. This was like the gold that car dealers were 120 00:07:12.579 --> 00:07:16.050 searching for. And you know, as they took that piece of content, 121 00:07:16.370 --> 00:07:19.730 you know, one of the things I think will maybe be helpful for me 122 00:07:19.810 --> 00:07:25.329 just to explain to listeners as well, is they transform that from a static 123 00:07:25.410 --> 00:07:29.370 content and what I would consider a piece of experiential content. And it's really 124 00:07:29.370 --> 00:07:31.879 about how do they bring it to life? And and maybe I realize which 125 00:07:31.920 --> 00:07:35.560 would be helpful to clarify, is the way I think about content isn't five 126 00:07:35.639 --> 00:07:40.560 different levels and I think most be tob marketers are super comfortable in the first 127 00:07:40.560 --> 00:07:43.800 three levels, which for me are the first one is the content in the 128 00:07:43.920 --> 00:07:46.350 copy text. What are the words with the things that it's say level number 129 00:07:46.350 --> 00:07:49.470 two of the visuals, do you have images or things are embedded into it? 130 00:07:50.029 --> 00:07:55.829 And level three would be the things that we integrate into it. Most 131 00:07:55.910 --> 00:08:00.139 commonly are marketing automation platform. Are you having a CTA or generating leads, 132 00:08:00.139 --> 00:08:03.500 or maybe you're even embedding like a Google maps of where your office is located 133 00:08:03.540 --> 00:08:09.300 or whatnot. The next two levels, I think, are what transform content 134 00:08:09.379 --> 00:08:13.250 into things that unlock the experiential sort of component of it. And the next 135 00:08:13.290 --> 00:08:18.050 level is interactivity, right. So how do you use interactivity in a document, 136 00:08:18.170 --> 00:08:22.490 whether that be to gamify it, choose your own adventure of things that 137 00:08:22.569 --> 00:08:24.850 you can click on it and exp you know, open and expand. And 138 00:08:24.930 --> 00:08:28.199 then the fifth level, which I call is like the immersion level, and 139 00:08:28.399 --> 00:08:33.440 that is how do you use the fact that we're viewing this digital marketing content 140 00:08:33.559 --> 00:08:37.600 on phones or different devices that allow you to do things like animations, integrate 141 00:08:37.759 --> 00:08:41.309 sound, allow you to operate content on different layers so you can have things 142 00:08:41.470 --> 00:08:45.750 moving and passing. And when you add that sort of immersive element with the 143 00:08:45.789 --> 00:08:48.389 interactive element on top of the copy in the visuals and integrated, you get 144 00:08:48.470 --> 00:08:52.990 all of these different things that you can play with. So sorry for that 145 00:08:52.029 --> 00:08:54.629 a little bit along when a detour, but that's what cargoos did, is 146 00:08:54.669 --> 00:08:58.899 they shifted from this pdf and they said, hey, we're going to see 147 00:08:58.899 --> 00:09:01.379 if we can't unlock this and make it a bit more experiential and they took 148 00:09:01.379 --> 00:09:05.899 that same content reimagine it, though, by building in these interactive touch points 149 00:09:05.940 --> 00:09:09.929 where we're a car dealer can click and engage with the content and unfolded. 150 00:09:11.289 --> 00:09:13.730 And the same thing, the story started to unfold before their eyes as they 151 00:09:13.769 --> 00:09:18.450 started using animations in different things to just kind of make it much more visual 152 00:09:18.490 --> 00:09:22.049 and engaging, and they found that that piece of content just blew out it 153 00:09:22.169 --> 00:09:26.720 like to x the leads and the revenue that they drew drove from it, 154 00:09:26.799 --> 00:09:31.519 and it wasn't necessarily a content change in the content itself. It was fundamentally 155 00:09:31.519 --> 00:09:35.480 a change in the experience that they created for it. Hey, everybody, 156 00:09:35.679 --> 00:09:39.870 logan the sweet fish here. You probably already know that we think you should 157 00:09:39.870 --> 00:09:43.269 start a podcast if you haven't already. But what if you have and you're 158 00:09:43.269 --> 00:09:48.950 asking these kinds of questions? How much has our podcast impacted revenue? This 159 00:09:48.029 --> 00:09:52.580 year. How is our sales team actually leveraging the PODCAST content? If you 160 00:09:52.659 --> 00:09:58.019 can't answer these questions, you're actually not alone. This is why I cast 161 00:09:58.100 --> 00:10:03.500 it created the very first content marketing platform made specifically for be tob podcasting. 162 00:10:03.019 --> 00:10:09.809 Now you can more easily search and share your audio content while getting greater visibility 163 00:10:09.970 --> 00:10:15.289 into the impact of your podcast. The marketing teams at drift terminus and here 164 00:10:15.330 --> 00:10:18.929 at sweet fish have started using casted to get more value out of our podcasts, 165 00:10:20.129 --> 00:10:22.720 and you probably can to. You can check out the product in action 166 00:10:22.840 --> 00:10:31.519 and casted dot US growth. That's sea St Ed dot US growth. All 167 00:10:31.519 --> 00:10:37.350 right, let's get back to the show man. I love the five steps 168 00:10:37.389 --> 00:10:41.750 you gave. Those are we're super helpful. I broke it down. It's 169 00:10:41.870 --> 00:10:46.590 like text and content, visuals, kind of widgets, an automation that add 170 00:10:46.629 --> 00:10:50.700 a little bit of extra help. Interactivity, as in, like I think 171 00:10:50.700 --> 00:10:52.299 they two examples of game, where like game offying it or choosing your own 172 00:10:52.299 --> 00:10:56.659 adventure, and the last one was immersion, or having like a deep sense 173 00:10:56.700 --> 00:11:00.779 of like animation, sound designed and interactive pieces that kind of work and play 174 00:11:00.860 --> 00:11:03.980 together. Man, those are those are powerful. I'm going to bring that 175 00:11:03.059 --> 00:11:07.730 level of thinking and start even thinking through some of our own things at sweetfish. 176 00:11:07.809 --> 00:11:09.289 We have gone on like what level is this at and can we what 177 00:11:09.409 --> 00:11:13.049 can we do to get it maybe up a level, maybe two, if 178 00:11:13.090 --> 00:11:16.730 it's really if it's really an important piece of our website, how can we 179 00:11:16.730 --> 00:11:20.159 make it a little bit more immersive so that's get their Dana's? I think 180 00:11:20.200 --> 00:11:22.720 the crux of the idea that I find like that I just saw sort of 181 00:11:22.799 --> 00:11:26.600 in your in your eyes too, is a lot of marketers, when they 182 00:11:26.639 --> 00:11:28.440 think about how I approached my marketing in the content, is like, oh, 183 00:11:28.679 --> 00:11:31.080 is it going to be a blog post or a Webinar or a new 184 00:11:31.159 --> 00:11:35.149 page on my cms or whatever, and it they get pretty prescriptive in it. 185 00:11:35.350 --> 00:11:37.710 But with that, when you're cool, when I like, I can 186 00:11:37.789 --> 00:11:41.029 start playing with these other levels and elements to it and you can take a 187 00:11:41.070 --> 00:11:45.309 step back the things that you can build and create even with the same content, 188 00:11:45.389 --> 00:11:48.139 but get to play with it. I think is what's really, really 189 00:11:48.259 --> 00:11:52.740 exciting. Yeah, absolutely, and while it might be difficult to game a 190 00:11:52.820 --> 00:11:56.539 five things because, well, game designs no easy task and choosing your own 191 00:11:56.539 --> 00:12:00.100 adventure creates I don't know. I mean now you have a lot of pathways 192 00:12:00.139 --> 00:12:03.690 you have to consider and build for. But if the if that piece like 193 00:12:03.809 --> 00:12:07.850 that, like car Greo's had that Pe pdf, that was a highly like 194 00:12:09.090 --> 00:12:11.289 just a really pivoting point in their company, that one piece of content, 195 00:12:11.370 --> 00:12:15.960 it was really important. It's worth going back and doubling down on it and 196 00:12:16.120 --> 00:12:20.320 investing more into it, knowing that it's such a highly touched piece, to 197 00:12:20.440 --> 00:12:24.120 be able to go and make it that much more meaningful and immersive, and 198 00:12:24.279 --> 00:12:26.840 then it's not a wasted effort totally. And I'm sorry to interrupt you, 199 00:12:26.919 --> 00:12:30.909 but I think the thing that I would I just get so at fast and 200 00:12:31.070 --> 00:12:33.389 excited over the but I think the thing I would say to is for a 201 00:12:33.470 --> 00:12:35.590 lot of folks, and a lot of you to be markets like, Oh 202 00:12:35.629 --> 00:12:39.429 wow, that sounds exciting to that sounds like a lot of work and I 203 00:12:39.509 --> 00:12:41.950 actually think there's simple ways that doesn't need to be so if you just take 204 00:12:41.990 --> 00:12:46.539 about choose your own adventure rather than thinking entirely like the video game. Let's 205 00:12:46.539 --> 00:12:52.100 say you have a blog post and you wanted to have five different recipes and 206 00:12:52.220 --> 00:12:56.379 instead of listing like five new cool recipes for the summer, instead what you 207 00:12:56.419 --> 00:12:58.610 do is you have a short quiz. You know who is your kitchen God 208 00:12:58.649 --> 00:13:01.690 or goddess. You select one, you have five minutes or less. You 209 00:13:01.730 --> 00:13:05.090 know more than five minutes, lesson five minutes, and then suddenly you can 210 00:13:05.210 --> 00:13:07.970 select the recipe that makes sense for you. So it can be simple little 211 00:13:09.210 --> 00:13:11.090 things like that, so it doesn't have to be super complex or game design. 212 00:13:11.090 --> 00:13:15.399 And same sort of thing with with immersion stuff up as well. It's 213 00:13:15.519 --> 00:13:20.000 just about breaking down. You know, if we are telling the story about 214 00:13:20.000 --> 00:13:24.039 how we're building a rocket that you know for spacex to the Moon, are 215 00:13:24.080 --> 00:13:28.190 there subtle different points in that journey that we can just help people understand what 216 00:13:28.350 --> 00:13:31.590 that journey, that process, is like by animating in whether it beat the 217 00:13:31.629 --> 00:13:35.909 stars or the rocket or the engine. That just help people feel that connection 218 00:13:35.190 --> 00:13:37.549 to what it is that you're trying to bring to life and share with them. 219 00:13:37.590 --> 00:13:41.700 Yeah, I'm almost like wanting to go back and start cataloging like our 220 00:13:41.820 --> 00:13:46.019 what are all the ways in the past people have made things interactive, and 221 00:13:46.100 --> 00:13:50.019 I'm sure there's people in that new ways in the future. And then when 222 00:13:50.059 --> 00:13:52.100 it comes to our IMERSION, I'm like, well, I mean you could 223 00:13:52.100 --> 00:13:54.419 just go to the awards, you know, the Web Design Award website. 224 00:13:56.129 --> 00:13:58.129 Those are all like the most immersive websites I've ever seen in my life. 225 00:13:58.129 --> 00:14:01.370 Right. It's awards with three W's, I think, in their word award. 226 00:14:01.610 --> 00:14:05.129 I think it'Scom off the check, but we'll put it in the show 227 00:14:05.129 --> 00:14:07.649 notes either way if you want to see immersive websites and what that might look 228 00:14:07.649 --> 00:14:13.240 like. So there's a lot of be tob marketers listening to this. What 229 00:14:13.320 --> 00:14:18.320 are some steps they can take in order to improve their own digital experience in 230 00:14:18.360 --> 00:14:20.720 the marketing they're putting together right now? Like what are some solid steps they 231 00:14:20.720 --> 00:14:24.110 can take this week or this month that gets started? Yeah, it's a 232 00:14:24.190 --> 00:14:30.149 couple different things and one my first advice or tip would be is one just 233 00:14:30.830 --> 00:14:33.389 to capture that mindset shift is so when you sit down to think about the 234 00:14:35.110 --> 00:14:39.700 thing that you need to create from a marketing perspective, don't necessarily just default 235 00:14:39.779 --> 00:14:41.820 to like writing at it's like you want to go in and you almost want 236 00:14:43.059 --> 00:14:45.700 like relight. You know, like what is this blog post or this written 237 00:14:45.740 --> 00:14:48.139 thing going to be? And if you can have yourself just in your head 238 00:14:48.220 --> 00:14:52.659 say what, how I do? I want to create for right. So 239 00:14:52.779 --> 00:14:58.210 it's set of right act to create for and opens up that possibility of well, 240 00:14:58.250 --> 00:15:00.809 what is the best possible purpose for this, rather than just thing, 241 00:15:00.809 --> 00:15:03.090 I need another blog post? Maybe the thing that you want to create is 242 00:15:03.169 --> 00:15:05.330 going to pull in a few of those extra different levels. So I do 243 00:15:05.490 --> 00:15:09.639 find that trick of rather than seeing them say okay, I'm writing at to 244 00:15:09.759 --> 00:15:13.240 create four, is a powerful different way of sort of like starting in approaching 245 00:15:13.080 --> 00:15:16.399 you know. Another thing that a number two I think would be for folks 246 00:15:16.600 --> 00:15:20.789 is I like to say, is give creativity a seat at the table. 247 00:15:22.429 --> 00:15:24.830 What I've noticed and observed in a lot of be to be marketing is they 248 00:15:24.870 --> 00:15:28.389 go and they put together and they write the content and then there's another phase 249 00:15:28.429 --> 00:15:33.110 afterward, which is the designer. That make it pretty phase. And I 250 00:15:33.190 --> 00:15:37.820 think when we start thinking about the opportunities to play with interactivity and immersion is 251 00:15:37.179 --> 00:15:41.019 you can give creativity a seat at the table earlier now, whether that's actually 252 00:15:41.179 --> 00:15:46.299 inviting in your design or earlier into the process or bringing in a process that 253 00:15:46.460 --> 00:15:52.169 invites, you know, ideation or brainstorming earlier on the process around creating for 254 00:15:52.850 --> 00:15:56.169 but the idea of giving creativity a seat at the table and not just making 255 00:15:56.210 --> 00:15:58.529 it like a design after thought where I ship this off and kind of make 256 00:15:58.570 --> 00:16:03.250 it pretty from there and solute. You know, number three, I talked 257 00:16:03.250 --> 00:16:06.799 about this a little bit before at the beginning of it, but it is 258 00:16:06.960 --> 00:16:11.240 being the architect of your digital brand experience. And so experience, as we 259 00:16:11.320 --> 00:16:15.080 sort of mentioned, happens whether you create it or not. You know, 260 00:16:15.480 --> 00:16:19.309 experience is something that everyone will happen. I encourage be to be marketers, 261 00:16:19.750 --> 00:16:22.389 to take the bull by the horns and actually say, hey, I want 262 00:16:22.389 --> 00:16:26.789 to architect my experience. And what I would encourage them to do is think 263 00:16:26.830 --> 00:16:30.429 about the key touch points. Right maybe that moment you're going to send someone 264 00:16:30.710 --> 00:16:36.740 a proposal for business services, that is a huge, critical moment in the 265 00:16:36.820 --> 00:16:41.179 relationship. In a great opportunity to think about creating experience or making the content 266 00:16:41.299 --> 00:16:45.259 that you use, a service, that interaction more experiential. But there's different 267 00:16:45.259 --> 00:16:48.610 touchpoints along that way. It might be a high value PDS asset at the 268 00:16:48.690 --> 00:16:52.330 top of the funnel approach. It might be a key moment when you're trying 269 00:16:52.370 --> 00:16:56.730 to you know, if you're a BB business that has customers you're trying to 270 00:16:56.769 --> 00:17:00.049 reengage or renew, you might want to renew them. So look at those 271 00:17:00.129 --> 00:17:03.440 touch points first, and then from there you can expand outward and look for 272 00:17:03.480 --> 00:17:10.119 other opportunities. My fourth advice would be, I think, what we as 273 00:17:10.119 --> 00:17:12.240 all digital marketers and be to be marketers today, like we need to make 274 00:17:12.279 --> 00:17:17.630 sure everything you need to personalize and well. I think that is is helpful 275 00:17:17.630 --> 00:17:22.190 advice. My might tip here is not just personalized but personable, and that's, 276 00:17:22.309 --> 00:17:25.390 I think, getting back to what we've already talked about, is the 277 00:17:25.470 --> 00:17:30.700 emotional connection side of things. So, just because I am someone who is 278 00:17:30.779 --> 00:17:33.140 more of a dog person than a cat person, if you are personalizing it 279 00:17:33.220 --> 00:17:36.740 for me, you might show me more dog content because you know that I 280 00:17:36.859 --> 00:17:40.019 like that. That's great, but if all the dog content you're showing me 281 00:17:40.180 --> 00:17:44.259 as a bunch of pdf where you could be showing me content that's bringing to 282 00:17:44.410 --> 00:17:48.849 life the story of dogs and gamifying and let me choose man adventure. That's 283 00:17:48.930 --> 00:17:51.930 the difference between, I think, just personalizing or making a more personal and 284 00:17:52.049 --> 00:17:56.410 making that content more connect with us at a personal level, at a human 285 00:17:56.410 --> 00:18:00.720 level. And the last number five piece of advice that I would offer to 286 00:18:00.839 --> 00:18:07.319 someone is is avoid mediocre, avoid mediocrity. I think there's this pull towards 287 00:18:07.359 --> 00:18:11.079 the mediocre middle which is within I think. I think it's acceptable within me 288 00:18:11.160 --> 00:18:14.829 to be marketing. Is We all kind of resource. Where the best practice 289 00:18:14.950 --> 00:18:15.349 is? What are the things going to be? Oh, right now, 290 00:18:15.349 --> 00:18:18.950 we're all doing ABM. This is the thing that we need to be doing, 291 00:18:18.230 --> 00:18:25.230 and I think greatness lies in those that are willing to break out and 292 00:18:25.349 --> 00:18:29.180 try new things. And if the death if right, I'm to go in 293 00:18:29.259 --> 00:18:32.019 incenter. Whatever the definition of a fanity is to be doing the same thing 294 00:18:32.059 --> 00:18:34.339 and expect different results. I do feel like a little bit within be tob 295 00:18:34.460 --> 00:18:37.500 marketing, it is susceptible for people to be like, Hey, this is 296 00:18:37.579 --> 00:18:41.609 how you do need to be marketing, this is the formula for digital marketing 297 00:18:41.089 --> 00:18:45.650 and I think when you apply creativity, imagination, human connection these things, 298 00:18:45.970 --> 00:18:49.450 you're able to actually break outside. And, let's face if there's a lot 299 00:18:49.490 --> 00:18:55.170 of noise and clutter today in the Bob Digital Marketing Space, getting your brand 300 00:18:55.210 --> 00:18:57.839 to stand out and have a connection on people is gonna set it apart and 301 00:18:57.880 --> 00:19:02.559 when companies have done that, the results are just phenomenal. Yeah, I 302 00:19:02.720 --> 00:19:07.319 find best practice is often just masquerading as a horror. It's really pulled ignorance 303 00:19:07.519 --> 00:19:11.390 masquerading as best practices. We're not even sure why, but we're just trained 304 00:19:11.470 --> 00:19:15.869 playing the safe road by doing what everybody else is doing. And every once 305 00:19:15.910 --> 00:19:18.390 in a while you got to branch out there and try different things, be 306 00:19:18.630 --> 00:19:22.869 creative, do something shockingly different. I like one of my co workers recently 307 00:19:23.150 --> 00:19:29.180 he's going to start publishing his sales calls as content from his course recordings. 308 00:19:29.259 --> 00:19:32.140 He's like, why not? Like people are asking interesting questions, we're have 309 00:19:32.180 --> 00:19:34.660 an interesting dialogs. I'm going to chop up a little parts and some sales 310 00:19:34.700 --> 00:19:38.369 people were like, heck no, that's that's then people won't want to have 311 00:19:38.450 --> 00:19:41.930 sales calls with you. I'm like, well, what's the worst that can 312 00:19:41.970 --> 00:19:45.170 happen at like okay, maybe it brings sales calls downs and we find out 313 00:19:45.210 --> 00:19:48.490 it doesn't work and it just gets buried in the feed later. Will won't 314 00:19:48.529 --> 00:19:51.849 do it anymore. But you got to take a risk to try different things, 315 00:19:52.089 --> 00:19:55.559 try different digital experiences. I think I out of your list of five, 316 00:19:56.079 --> 00:20:00.160 just the first one of changing your mindset and asking the question, like 317 00:20:00.440 --> 00:20:03.599 what do I want people to experience with this thing that I'm working on right 318 00:20:03.599 --> 00:20:07.000 now, that thing you're working on this week. Just sit back and ask 319 00:20:07.039 --> 00:20:10.630 that question. What do I want people to experience when I interact with this 320 00:20:10.869 --> 00:20:12.390 thing? It might be an email, it might be it might be a 321 00:20:12.509 --> 00:20:15.910 flyer, it might be a social media post, it might be a campaign 322 00:20:15.910 --> 00:20:19.109 that you're working on, but even just asking that question starts to lead down 323 00:20:19.109 --> 00:20:25.619 different roads that I think could lead to some really interesting just different types of 324 00:20:25.660 --> 00:20:27.180 activities to get you out of the Rut that you might be in this week. 325 00:20:27.980 --> 00:20:33.339 Cool Man, I love how actionable this was, how insightful to example 326 00:20:33.460 --> 00:20:37.130 was that you gave and even thinking through through what this can be for so 327 00:20:37.210 --> 00:20:40.970 many be to be marketers out there and honestly, just making all the be 328 00:20:41.089 --> 00:20:44.529 tob marketing just way more fun, which is kind of the goal of sweet 329 00:20:44.569 --> 00:20:48.410 fish, for trying to make things more fun and making the experience more enjoyable. 330 00:20:48.450 --> 00:20:51.559 As part of that, Ryan, as people want to dig deeper into 331 00:20:51.599 --> 00:20:53.519 this, what's a good way for them to get ahold of you, to 332 00:20:53.599 --> 00:20:57.000 learn more? Where can they find you out there? Yeah, I love 333 00:20:57.079 --> 00:21:02.039 when people connected with me on Linkedin also on twitter. I have the world's 334 00:21:02.079 --> 00:21:07.349 most common name right so looking for me on twitter, underscore, Ryan ground, 335 00:21:07.349 --> 00:21:10.230 underscore out of throw that in even years ago and I signed up. 336 00:21:10.630 --> 00:21:12.190 But yeah, those are probably the two best places, as either on twitter 337 00:21:12.230 --> 00:21:17.029 or, just Ryan Brown, on Linkedin as a great way. That's I 338 00:21:17.150 --> 00:21:21.779 love the people protectively have questions. I'm happy to respond Perfect Ryan. Thank 339 00:21:21.779 --> 00:21:23.819 you so much for joining me on this episode a BB growth. Thank you. 340 00:21:27.980 --> 00:21:32.740 Is the decisionmaker for your product or service a bdb marketer? Are you 341 00:21:32.859 --> 00:21:37.210 looking to reach those buyers through the medium of podcasting? Consider becoming a cohost 342 00:21:37.529 --> 00:21:42.049 of BB growth. This show is consistently ranked as a top one hundred podcast 343 00:21:42.130 --> 00:21:45.730 in the marketing category of Apple Podcasts, and the show gets more than a 344 00:21:45.809 --> 00:21:51.960 hundred and thirtyzero downloads each month. We've already done the work of building the 345 00:21:52.079 --> 00:21:56.839 audience, so you can focus on delivering incredible content to our listeners. If 346 00:21:56.880 --> 00:22:00.240 you're interested, email logan at sweetfish Mediacom.