Ep 030 – Digital Marketing

Suburban Folk 0:00
Suburban Folk is now part of the ring media network. If you’re a digital content creator, head over to their website at rri mg media.com. That’s our our IMG media.com to find out how they can help you help, travel finance, parenting and home improvement. This is the Suburban Folk podcast $250 a month into my child’s 529. From the month that they start kindergarten, I should be able to pay for 80% of my child’s college

Unknown Speaker 0:31
fees. I don’t trust that most people will eat their vegetables. So our kind of standard is three servings of vegetables per

Unknown Speaker 0:38
meal, you take something like a two by six and you cut it with a circular saw. That’s like a superpower. Those middle school years are not as fun but at that age, you’re still willing to talk to you.

Suburban Folk 0:49
Welcome to the Suburban Folk podcast. I’m your host Greg. Today’s topic is digital marketing. This can be websites, social media, audio, video content, and more. If you’re a small business owner, looking to build websites or a podcast or like myself looking to build your show and brand, this episode is for you. My guest is Priya Mishra. She has 25 years of goal driven service in the marketing and technology industries. She’s currently the co founder and CEO of zante digital and innovative Australian firm dedicated to bringing out the best in companies through a culturally conditioned approach, delivering the best tailor fit strategies and solutions to the table. She’s also an admired speaker hailing from Sydney, speaking to audiences from companies big and small, and an active marketing blogger teaching everything from fundamentals to groundbreaking concepts. She has also authored several ebooks on various business topics. Thanks, Priya for taking some time to talk to us today. I’m really interested to find out a little bit more about exotic digital and what types of clients you’re able to help. I thought maybe you could get us started by telling us about your background and how did you get into this particular market

Unknown Speaker 2:01
Okay, so I actually started my business five and a half years ago almost. And before that I was in a corporate carrier so when I start a marketing business I was very much taught full before I start I literally created the whole chart then why it is very suitable for me Why should I do it because I’m doing a career change. I’m a from a technology background. And I thought if I’m doing a career change, I Berra has to be very well thought of so actually laid down whole chat, why it is best suitable option for me. And when I started my career, I started as a marketer. So that somewhere on the bat, I, I felt that it’s really good carrier for me. So also, I did my MBA in finance and marketing. So all that actually add up and I say, Okay, I’m looking at my analogy being ambivert looking at my knowledge and analytical mind and looking at my interest, this is the best I will carry change for me.

Suburban Folk 3:11
What time frame are we talking about here? So you mentioned you started your career in marketing. And then of course, what you’re focusing on now is digital marketing. Specifically, were you on the cutting edge, if you will, when these types of technologies or websites were first coming out, or was it fairly established when you started to make that career shift?

Unknown Speaker 3:33
Where market was already fairly established? To be honest, if you know people talk about SEO very recently, like not not more than seven, eight years ago, but if you is there for many, many years website I was building in 90s in Perl, right? It was not it was not PHP much popular PHP website. No, there was no WordPress at all, but I was building websites When it was a pearl technology at the time, and you know, Yahoo, and it was the best search engine now, back in those days, so I started my career in technology in 90s, to be honest, and I was first started as a COBOL programmer. And now it’s when I started with I, it was fairly advanced, to be honest and when, when we go going forward when we look at, I am very futuristic approach kind of person I like to be ahead in my industry. During my technical technology time also, I was very particular, how I’m actually looking to more advanced technology and how I’m grasping the knowledge before every the whole crowd is gonna join. You know, and I’m a big believer of Center of Excellence. So whatever you do, you have to be excellent in that because there is no scope for average people anymore. They’re highly competitive. We live in a very Alex pocketable especially I am from India. So India is like back in those days, technology was booming, but now it’s like it’s the highest revenue generation for the country. Right? So there are a lot of lot of people are into that technology. So unless you are part of Center of Excellence is not gonna actually make any difference making impact, right? And I’m big believer of creating an impact whatever I do in my life,

Suburban Folk 5:25
when you are engaging with your clients, do you feel like you have to sort of bring them up to speed because they’re not necessarily on the cutting edge?

Unknown Speaker 5:34
Yeah, that’s that’s pretty much the case. To be honest. Right. Right now, a lot of people are actually trying to catch up, especially in small to medium businesses. Advanced Technology is actually quite sitting in the larger businesses, larger companies and corporates. But when it comes to the modern technology, or let us like, was such Do you series been there around nine to 10 years now. And how many people are actually search was searched optimized? Right? It’s renamed war. And we are searching through words like youngest is our like 20 is people are actually doing most of the search by boys already. Maybe 40s 50s 60s they’re not doing that but a 20 is started doing it right. So how many of us are actually was searched optimized? We are still talking about SEO. So it is a catch up car, right? And I’m always always trying to educate people be prepared for the future. Because unless you start preparing, start thinking three years, five years down the line, it’s not gonna you can’t be an industry leader. Okay, like look at the Amazon. I was listening. And Jeff in an interview and he was talking about people come to me and congratulate me a congratulation for Quarter, but to be a dude to look at the scenario I knew that is ago I don’t need to know the current scenario I’m working on the three years down the line what is gonna happen? So I’ll be more than more prominent to the three years later what’s gonna happen rather than what is my current current performance is doing in my current quarter by and it’s happening amongst the very, very niche market and very, very cooperating type of culture, but not in small to medium businesses

Suburban Folk 7:35
with the current environment that we’re seeing with the Coronavirus now may not necessarily hit what your clients are doing day to day or what you’re doing for them. But you could see that on a larger scale of the more tech enabled a company is whether large or small and I would assume that those small to medium businesses really could be the ones that are affected by not being ahead of the curve. Now, obviously, again, what we’re seeing right now is unprecedented, and new waters for anybody, but it is just another example of being able to be nimble, I would imagine, so that, you know, what could happen and what kind of contingencies you have in front of you, does that seem about right? Or the right way to look at it,

Unknown Speaker 8:22
everybody should have a contingency plan for every type of scenarios. But this was like a very sudden, but that’s why that’s why it is very important to work on a futuristic approach. Okay. So, but now, things are falling on our face. So we are actually trying to cope up with this current scenario and like, that’s why there are a lot of panicking happening, especially in the business community. My business is very much depend on the b2b and b2c kind of business. So people, especially b2b. So if other businesses are not doing well, most of the businesses when they start thinking about market they start cutting the marketing budget because they think that Oh, market is not gonna perform any way can we pause, you know, and they don’t understand that it’s a, it’s, it’s not about, I can pause it and you can save your current money but then you have to invest another few months to catch up the position which you have already gained right now because it’s not about human. Here in marketing, we are dealing, especially in the digital media marketing fish, we are dealing with the algorithm and AI. So it’s all programmatic effect. So if you’re gonna oppose it, you’re gonna lose the position, right? But it’s better keep it going rather than it. Once the whole storm is gone, you are trying to actually do another catch up race. Right? But it’s happening, people start stopping all the budget for marketing and technology. That’s the cost cut happens in any business I’m not sure why, but it should it should not be the case but you should I like in the summertime in our in our country, we are very quiet most of the service industry is very quiet more like booming businesses retail business gift and you know traveling. But we actually when we when it comes to the actually preparation for the next year, it is it becomes a point of educational matter that you know, you should prepare for future now. Why like I always when I make a content strategy I say why don’t you prepare for next 52 weeks? Right now we could be quite your creative with creative brain will come up. But most of the people who start relaxing Know It’s Christmas time I will talk after Christmas. And that’s for extra business when they come back. Oh, what am I doing? What should I do? Or I’m too busy. I don’t know if I have time to write the blogs or or new social media content and all that, you know, emotional, different emotions start evolving during the new startup time didn’t in February.

Suburban Folk 11:12
There’s that old phrase that if there’s something that you don’t want to do, you can always find an excuse not to do it right, that you can always find a way that you’re busy if you don’t have it as a front and center priority. And you mentioned a blog post, I can certainly attest, at least for this podcast that it takes the edge off, if you will, to have your content prepared well in advance so that you’re not constantly using your brain power for thinking, Oh, what is the next thing that I’m going to put out? Because if you get to that point, it takes up a lot of energy away from other planning that could be going on. So I would imagine there is definitely a bit of a snowball effect where if you do get behind, like you said, it can either be intentionally taken away if there’s budget problems. or whatever it’s going on. Or it just isn’t as concise as it could be because it’s maybe thrown together. And you don’t get the branding that you’re looking for in the messaging that you’re looking for.

Unknown Speaker 12:12
I believe marketing is not about like, like, sudden money you need like you might marketing is something when you start thinking business, marketing budget budget has to be allocated for that. So if you are talking about, oh, I don’t have budget right now, then actually, you are not very well planned in overall of your business. Right? Because ultimately, why you started the business in the first place. Okay. There are a lot of emotional thing like I’m passionate. I want my own time. I want control of my time and whatever. The point is not that you want it to look up to the untapped potential, right income potential. That’s the bottom line. Ultimately, we wanted that money and if you’re not addicted to this You can’t You can’t think and I’m when I’m saying when you have to be addicted at the start everybody have to work hard. Look at the all successful man or woman or the business community who’s a very successful they spend a lot of money they were literally addicted to the business, right and that addiction each evolves with your passion. And real reflection happens when you actually put your mind and soul at the beginning. And then you know how you’re gonna sell. And before you sell, you need to do market and if your marketing and if you haven’t allocated the budget for that you’re gonna be struggling for a while. And that’s why you can see Firstly, a lot of businesses closed down and not because of they don’t have a lack of passion or they are not hard working, but they are not very well planned. Right. So that’s the matter of budget problem is not budget problem actually budget problem is actually initiated by the planning,

Suburban Folk 14:01
the lack of planning and a priority problem, potentially, right?

Unknown Speaker 14:05
So you’ve been on testing your water, and then you are not thinking about marketing. And if you’re not thinking about marketing, how you’re gonna get the leads and sales and you know, other stuffs and you cannot offer your best service unless you have 1020 people to actually reflect what actually you have. And then you want in your first second years, whatever you are bringing, it doesn’t mean that it’s gonna be acceptable by the market itself. The consumer is very smart. Right? So you can’t just throw anything and in it, whatever you want, it will be accepted by the consumer and you have to understand the consumers behavior, and your customer is actually best judged. And that’s why you need to actually evolve with your business, you know, and to do that you need to test the market. So you need a signal. aftermarket,

Suburban Folk 15:01
does that end up occurring at the launch of a business? Is that ever evolving? What is your perspective on figuring out what the market is looking for relative to the offering of a business?

Unknown Speaker 15:14
See depends on what kind of business you are in. Okay. So say if you are first thing my my top top layer is actually a minor, one business or a need business. Right? So, tell me when you have like if you have six, seven clothes, do you need another clause or you want another clause? Right? You need you don’t need it anymore. After seven days cover Why? You don’t need it. You want it? Why are you if you if you’re buying a designer dresses or designer car, is it a need business or it is a worn business? Hi, you We need to think like that. And if you aren’t in a need business, you have to think about volume. If you are in a want business, you need to think about the quantity quality, right over quantity. So there are a lot of segregation and layers open up when I actually sit down and do my strategy session in that. And a lot of businesses I know there are a lot of business coaches out there and I’ve met so many people, the business coaches are not, I don’t want to point them but the problem with the business coaches are not they are more starting with the marketing strategy, then the actual business strategy. So most people create their business plan and business plan is all about what do I want to do? What is not a target? This is my money. This is where I want to spend budgeting and all that. But hardly anybody is thinking about business model and value proposition which is the very Quincy comfort system. milestone you should achieve most you know the value proposition, you will be able to define your market much more clearly.

Suburban Folk 17:08
How does that relationship work with the business plan? Are they working lockstep or the marketing plan should be affixed somewhere within the business plan

Unknown Speaker 17:17
to some business model is a nine pillar why and business model defines? Like, who is your customer? What’s their how you gonna reach them? Or what are the channel Who is your key partners who Where is your value proposition is what is your cost and then when you model all that, right and once you know that you can actually declare it in your business plan. And within a bit within a business there could be multiple business model for different different product. So you if you have five products in your business, doesn’t mean that your five products are actually targeted to the same kind of customer. So if you are not targeting same kind of a customer, the whole value proposition or whole business model changes by and you know, the Kodak is the best example. They failed. They were the first one who disrupted the digital camera market. Right? They came with this whole new innovative idea. But they didn’t have business model to go to move forward on that. And the thing that I look at that Dell called PC market, did they disrupted because because the way they bring their own story, and also the business model they implemented,

Suburban Folk 18:33
yeah.

Unknown Speaker 18:35
It’s a really interesting point of view to have a look how you’re gonna define your business plan, and how you’re going to extract your value proposition for each product or service you’re going to target. And how you will nama target your market for that particular value proposition,

Suburban Folk 18:53
it certainly would be advantageous to be intentional with the message that you’re trying to put out when you are First engaging with your clients, I noticed in some of your material online, different tier levels, if I can call it that, for marketing, and I think the first is kind of a DIY preference, which I assume means you’re putting the plan together, and then the client takes it and implements it. And then from there, it seems that there are more engaged levels that you would deal with, with a client of helping them actually act on the plan that’s been put together. Can you talk a little bit about how those different tiers work and how you assess what’s the most appropriate for a potential client?

Unknown Speaker 19:40
Yeah, so the point is here that you know, some people come up with the idea say, if I’m dealing with a sole trader, it’s like if you solopreneurs so I they don’t have a big budget and they are not in a big rush. And then I say, Okay, here is the my strategy. Here’s my plan. And this is how you should actually execute it. And these are my expectations. So, and I give them every single support through my consultancy, and then they go and work on themselves, they create their own content and they try to do their own social media and all those things. So, if that’s your choice, um, that that’s the product I have. And most of the people who are under three years of the business, they choose that that thing that they think that in investing too much on marketing is not a good idea. Most of the people and I do it I know most people, most of the sales, sales friends and sales colleague and mentors, they always encouraged me to be more persuasive, which I believe it’s I’m not a very big persuasive person, right. It’s just that’s how I work I believe if you will like and if you will see the value in my service and product. You will follow me I No need to annoy you. I would rather keep you, you know, calm and compose so that you can focus on your creativity and productivity. So that’s one level I have created. I create whole workshop model, consultancy, mastering sessions and all those things, and I give full support. The other thing is that I extend that if you don’t have a team or if you’re you think you you can outsource you are interested to outsource some of the service, we have the execution model as well. So we can execute. And we can actually give you the ROI and KPI model and we actually give you this in 15 different metrics for the different different area of work we do and we will be very well reported on that. We met then high transparency, as you know market is ever changing, especially marketing area we need to like when it comes to the digital, the google google paid advertising or social media. It’s organic social media is organic, right but the way you message out A lot of work involved in it. So that’s why we call it social media optimization s s m, all right XML is actually increase your likeability, make packing and bookmarking easy, like people should learn. If I like something I should be, it should be easy to bookmark for me, or, you know, we copy that content or, you know, make some notes out of it or something like that. reward your inbound link, when you get the inbound link, you have to reward them, actually, okay. And then have your content travel like you when you when you produce a content, like this podcast if we are producing this content. And if you are not spreading the news, we are not actually letting this content travel, where it is required to travel, then it’s not gonna make any much difference. Same with the website, if you have a website and if it’s certain like an island, and nobody’s visiting it. So like, it’s not gonna make and evaluate, to want it in your own harmony. So that’s why you really need to think about whatever you are doing how you’re going to make attract people, let people travel, give them the ease, and encourage them to actually share and support you. While building the relationship is one of the more much more important than you think. In past the whole social media concept, it started with a six degree separation. But now it’s actually the algorithm trimmed down to the three degree separation. So if you if you’re a third degree, level of network is actually not getting engaged with you. It’s not gonna give you on the outcome the content you are producing. So there are a lot of nitty gritty needs to be thought of, and worked on. So depends on what you want to choose what model you want to choose, we have the orphan. Ultimately we want you to go

Suburban Folk 23:56
in today’s current environment is there hierarchy of social media versus website like with SEO versus the social media optimization? Or are they really a symbiotic relationship?

Unknown Speaker 24:11
See if it has to be a proper relationship like you can’t, you cannot get the outcome by doing one thing and one thing only. And that’s why you’re always talking about only. Okay, so there is two things that people work on multichannel and omni channel. So there is a minor difference. It sounds very similar. But the only effect is something where you can actually create the experience. And Google, Facebook every every social media platform, every search engine, they are trying to give the best experience possible for every user or every customer or consumer who is coming on their website. So that’s their purpose. And if we are not catching up with them, they will be very hard to sustain In the market. So my point is here is that if no matter what you do, like if your website is not talking to your social media, your social media content and your website content is not matching your networking events, you are going to networking events and you are talking something else and your website is talking something else. It’s gonna make a huge gap in between and then that will reduce the trustworthiness. And ultimately, unless people trust you, they’re not gonna buy you and I always say that ultimately as human to human. I, the other woman has been working in war. And it’s all about unconscious educational behavior pattern you are developing with your customer to adopt, observe, and bam.

Suburban Folk 25:45
I think that is an important point and admittedly something that I even continue to learn especially with social media. It seems almost strange to have such a focus on social media for a business when they were Supposedly created for individual people. But as you mentioned, when it comes down to it, there is a trust factor and there is a likability maybe even as the way to say it for the person that owns the business in order for clients to want to actually come and do business with you

Unknown Speaker 26:19
to be honest look at the historically like marketing is not the new thing we’re talking about is being developed long time ago, you know, during the vanish, when is awareness market explosion at that point, if you remember, there were like thousands of doctors who were there and all that. So, the whole marketing concept developed at that time is as a concept like there was like a lot of trade happening but there was not a set marketing agenda established before the you know, Venice market establishment. And the same agenda used by many other marketing is in thousands of years, to be honest, but MMA is getting more important how you’re establishing the trust and relationship. And the body language was always being absorbed. If you look at I was watching one of a documentary and when the training is started, there used to be a trademark. And we used to give that coin and when the people were looking at that trademark they were establishing a trust Okay, this is a trustworthy group and I’m able to buy or give them the credit or not. So it’s not new we are talking about it’s it’s the man who is thousands of emails, there is trust that we are paying more attention now due to all that digital media explosion happening. And when it comes to content preparation, I have noticed is that people are producing a lot of content, but to be honest, it’s they are polluting the ocean. Lot of people are polluting the ocean and without thinking more systems In a bull market, it is not about how much content you’re gonna prepare. It was just tenable content, you’re gonna prepare how effective content people how you’re engaging with your content, and how is it delivering quality and height is reaching to your end. Right. And customer?

Suburban Folk 28:18
Well, let me ask you, you mentioned which is refreshing to me because I fall into the same category not being like an aggressive salesperson. And something else that I would be curious on your perspective around social media, and then content is how much posting is too much posting. Now, if I’m following you correctly on content, you can’t even have that consideration if you don’t have good content to begin with, of course, because I guess if it’s bad content, one post is too much post. But is there almost being too aggressive with the amount of messaging You put out there into websites and social media.

Unknown Speaker 29:03
See, it’s depends how good quality you are producing. So look at the look at the best marketers in the world like Neil Patel and you know, Joe weider. If you look at Joe Vitale, if you look at the Joe Vitale, like it, I don’t know if you know him in the wild wrote the book called The secret. And if you look at social media, it’s not too much. But the book he produced, it was so popular it becomes so you know, effect there are so many affected by that particular book and documentary, but you don’t need to keep marketing it. People look for it. Like it’s word of mouth. Right there. A lot of people met me and they say, oh, have you read that book called that’s different? And I’m like, is it but I’m saying that I do you know, a thing or do you know, Joe Vitale team or somebody? They said, No, I just liked it. So the point here is that in service industry came to an end for himself, right? And you don’t need to keep posting on social media about the secret or something. It’s floating everywhere. And people are absorbing it, liking it and actually spreading it further. The second type of people is like people who are building their brand like influencer category. You can see there a lot of Instagram people are actually posting almost 1020 times a day, but depends on what you are doing with that, and what was your actual profit. You are an influencer category. And if you have really good influential content, yeah, go for it. But if you don’t, I mean, a LinkedIn I would rather post one in a day. And that’s it. And it has to be good enough to people can like share and comment. And if not, I always question What did I do wrong? Am I supposed to be producing the same kind of content or not? I’m likeable enough to not look at the look at the product in the stream. Industry mercedes, mercedes Mercedes is like a big brand. And there are a lot of I don’t have but I like that car because of the engineering and the quality they produce. And I like I read about in this book and I know they’re very good customer service ability as well and I’m a big fan of customer centric approach. So I am a big advocate for that. So even though they don’t market it, they are already out there. But you know, you cannot be a brand unless you are in front of people sides. Right? Coca Cola don’t need to actually market anymore but they do actually depends on how you’re maintaining the balance depends on the product and service you are offering. It’s got you don’t have any specific direct bouncer that you can do this and all set

Suburban Folk 31:48
going to what you mentioned about like an Instagram influencer. I’ve heard different things about how people should treat content specifically. I know I’ve read Some things that say Be very careful about content being your product essentially. Or maybe just to say that you don’t have a product you’re selling, it’s you as the product. Do you have any positions on that or advice? I mean, certainly it would seem to me to make sense that it’s probably easier from a marketing standpoint that you have a product and then the content serves as part of the advertising and marketing plan. But anyway, what do you think as far as people that the content is their product? Is that a viable business?

Unknown Speaker 32:35
See my for me Yes, it’s a viable business for me because I my business rely on the content, right, so the content I produce, the more people are able to hear my thoughts when they come to me, right like Gary, Gary Vee, he actually created wrote a book about it like zap, zap, zap, and then to my so it’s like tea time you have to valuate And then one time you will be able to sell by if you are selling every day or if your product is always talking about by me by me by me, it’s gonna be a big problem for you. Okay. So the total point here is that depends. If it is your if you are in a, I call it infopreneur. ship, I read a book called thought leadership and in that, that this this terminology came in for perennial sip, I’m in an infopreneur culture, I’m in the information world. So, when it comes to the information based business and even the tech nology like, if you separate technology is nology. So it means Tech has to be knowledge based right. So this kind of business should produce a lot of content and should be put into a product like content should be treated like one of their product because that product is nothing but a lead magnet for them. Right. It’s like, you have to you have to create a honeybee for people to actually get attracted to it and taste it, and then you can actually, they it’s easier to sell them. And it’s it’s been statistically proven a lot of CEOs and CTOs and see suit, people are actually looking at the authoritative content. And actually they are buying from there and or engaging with the service they wanted to engage with. But before that they want to read about, they want to know about it. Look at like, if I’ll say something to you, or if I’ve been introduced for the first time to you, didn’t you go and look at me on my social media, like look at what she’s doing, what kind of uh, what’s her mindset, you know? And how would you know that the kind of content I produce? So I’ve been to a lot of time that I’m not very, I do not produce a lot of my personal photographs like you won’t see my social media you won’t see too much of my personal activities when my kids know photographs and all those things. I was reading and listening one documentary recently that not many people read Lie when I realized that they were the day they’re clicking on that kid’s photograph and posting on the social media, but they do have privacy right as well. The kid says the privacy rights as well, by how much content you can work, can you post for your kids as well. And it’s whether you are in a business or in a business where kids are more right to go for work. I don’t need to post that. If you want to know about me ask me a question. Like, how many of you have what your family does? When you come? That’s fine, you know? But that doesn’t mean I’m gonna post every day about myself.

Suburban Folk 35:39
I wonder if maybe a distinction that you’re drawing here if content is your business, or let’s just say a non product is you do need to at least focus on having a subject matter that you are knowledgeable in or an expert in that is marketable? Yeah,

Unknown Speaker 35:58
you ladyship From your subject matter expertise,

Suburban Folk 36:02
and then you don’t have to talk about your kids and other personal life things because that’s not your business. It’s, it’s the thing that you are bringing to the table that you’re an expert on, or a coach in a

Unknown Speaker 36:13
lot of people, if you look at, you know why people started avoiding their Facebook, because if I mean even on their Facebook or in their personal one, there are a lot of personal messages that they will not even bother, I will educate my customer to my content, and I will expect them to forget more about me or try to reach out to me to find out what how I can help them. You know, I mean, I should not say help them because I’m not a big believer of helping and maybe deliver of service ability. But when people ask me, oh, I’m happy to help you now. I need a service of it has to be the Help is a big word. You know? So, unless you are really his biggest traveler or a social context or emotional context and all that, that’s a separate thing is when it comes to the sociology, you need help. But when it comes to the economics, you don’t need help. You need serviceability. It’s a two different movement.

Suburban Folk 37:18
Also, even for your business, at some point, you’re expecting your clients to fly on their own right? You don’t want to be affixed to their operation permanently. The idea is that they can take the plans that you’re helping create and operationalize it and thrive at some point on their own. Correct.

Unknown Speaker 37:38
That’s why I mean, I have created a framework called culturally conditioned so in that one thing, I always go and talk about, I educate the team, right. So I would know I really work well with the very good, like Uber team. So when you have a sales team, your marketing team, you have subject matter experts in the company. There are seats and leads to people. So every company need a branded biscuit whether you are hiring the bar member from outside or you are choosing someone within a company that’s up to you right but you have to have a brand name mister and if you are talking about random Mr. beans that person has to have the brand identity and somebody should be able to correlate you with that brand so like me me is a brand investor for my own company called exotic so Priya Mishra has her own identity with with the company because company that’s what you do. Right? Not that’s who you are. Right? It’s the difference between two different character in famous space by so that’s why I create a brand and Mr. Boone the company who can be a representative and that could be one or 2% depends the company model and then I go and most of the time if you haven’t Notice big companies they don’t the the sales team doesn’t talk to marketing team and marketing team is working on some kind of a collateral. And they have been given a high level of vision that oh, I want 20 leads today or tomorrow or this month, right? But how that is gonna be actually nurtured and retain and how you’re gonna actually create your, your detention model that’s not been discussed to the marketing team. So, there is a big connectivity group difference, I these two group is not communicating properly. The seaso has a different vision than the actual marketing and sales team. The stakeholders, people are writing different kind of content. And there are so many good and no team members who are hiding within the team, but they are not utilizing their full potential. So I create a whole culture leak on culture context and create a whole company culture, how we all can support the marketing team So that they can help us to achieve our vision. Right? And your vision, your value has to be actually spread out through your marketing collaterals. Right. A lot of people like look, look at the Trump and Hillary campaign like everybody knows what is the slogan of Trump, but not many people remembers the Hillary campaign slogan. Right? And that’s happened because there is a big difference in that marketing collateral is not capturing the whole thing.

Suburban Folk 40:30
Yeah, that’s, that’s actually a really good point. Um, it’s for that. When you get into politics over everybody has their opinion, certainly, but that’s something that probably can’t be disputed that when you go to slogans, Say what you will about Donald Trump, the marketing part of it certainly is something that stuck. And also, when you’re talking about branding, and marketing, can you tell me what is the relationship or even maybe definitions of marketing as opposed to branding and then compared to advertising,

Unknown Speaker 41:03
marketing is like an overall umbrella. Right and underneath you have social media you have digital media marketing you have PR campaigns you have advertising and digital advertising is getting more popularity than the TV and radio advertising because of the cost and you know reach involved and so many factors. So marketing is a big umbrella and I’m when I create a marketing strategy I just don’t think about only digital depends on what so if your business is community oriented, do you really need too much about on digital so if your age care company, right, do you really need to go to the digital media, there are a lot of people who can’t understand the digital media at all a lot of old people are not there on the Facebook on the on the Instagram. So what kind of a marketing material you are going to create for them and how you’re going to reach out to them. You have to go back to the traditional marketing in that sense. mind because you need to think what kind of target audience we have and how I can reach them what’s the best way to reach so that’s all about that’s a marketing it’s a bigger umbrella underneath there is like all social media campaign SEO website digital media or other the digital media quality book blog distribution, podcast, video marketing, all sorts of things comes into that marketing umbrella advertising is something where actually you pick up product and you run or surveys or and you run for one kind of a target person. And make sure you use the proper neurological programming embedding embedded in your advertising because today each and actually incept your, your marketing material in the people’s brain, it’s gonna be really challenging unless we do really very, very effective at so It’s getting harder and harder if you think that, you know, it’s easy, you can create the volume of advertising through the church media, it doesn’t mean you are reaching out to the real audience where actually they will actually buy. But it’s a much more challenging space these days when it comes to the advertising so that’s why I always recommend if you don’t have any position in the market, if you are not so that’s where branding plays a role. So if you if I build my brand people are more aware about me, I’ll be more identical to talk with people’s mind to notice me right because they have heard about me even though that tension span is going down we are like less than with a goldfish as well as three seconds. And if it is three seconds attention span, you will be only remember if you are too many time in front of people sighs so that’s why people saying you have to reach out your customers. 15 time if you are only creating the advertising is not gonna give you any outcome. So you really need to have your brand position and yours your other marketing collateral and then you put your advertising so that people will remember. Otherwise what happens like a predatory marketing. So if you are walking if you’re going on the highway and if you see cornering and above who you remember the straightaway name comes McDonald’s, Burger King, these big names right? But you make more it’s stronger, your your superior leaders than actually getting the outcome yourself because the masses is not clear enough and you are not in front of people’s eyes. They don’t know you. They don’t remember you. So the first group comes in mind mind, oh, burger Oh, I we should stop to the McDonald’s somewhere by so you’re giving the more more money to them. Right. So you’re making your leader more stronger. And in that sense if you’re creating advertising without positioning So,

Suburban Folk 45:00
okay, yeah, that’s actually a good example of an easy one to remember because Gosh, McDonald’s is everywhere. And you talked about the effectiveness and making sure that your advertising is doing what you want it to do. It’s my understanding, especially with digital marketing these days that measuring the effectiveness can be somewhat difficult. What are the ways that you can gauge whether or not the message that you’re putting out there is having the intended effect?

Unknown Speaker 45:34
See some of these you have to monitor your conversion rate, and you have to have the calculation of your ROI, you know, so when you are at what’s your cost, right, your What is your CPC, right, how many people it is reached, it’s not about impression. It’s about how much people like me really quality. How many people literally filled the form. What was the condition After that, and if you really want to go more detail into it, you really start me to thinking about marketing intelligence. And there are a lot of big tools are coming out out in the market. And I mean, I effectively use this because it’s all about data. And if you look at the Google Analytics, Google Analytics, it gives you a lot of data you can read where all your your travelers are going like if somebody comes to your website, how they are traveling, which which content they are going, they are there a lot of scenario we can create through the AB testing, Google optimize it for the free tool, but other than that, there are a lot of paid tools are also available. So you have to create all that marketing intelligence, gather the data, analyze it, create a matrix and know your number. You need to know your magic numbers, which one is actually performing and which one is not performing and why it is not performing and then you have to actually optimize sometimes i if i Take my own photograph, and I create a version of myself, you must have noticed some angle actually looks more more appealing to the audience than the other one. Right? So how can you create the own even if you are creating one image? How can you see find the up field to the audience? And how can you do the ABX testing, you cannot create one ad and expect to give you the eye outcome, you have to create multiple ads. And then you have to test the market and moreover, is performing the best and you know your metrics, you know your magic number and you will be able to pick and choose

Suburban Folk 47:36
and then that goes back I assume to the adjustments that you were talking about earlier in our conversation that you’ve got to be able to be nimble enough to go more towards what is shown to be effective or I guess nothing is being effective then you’ve got to be able to change up your plan

Unknown Speaker 47:52
and that’s why you need experts because that is a point here is that you I see I’m if I’m not very good in sales. Do I am I supposed to be doing the sales job? You know, I need to know, being a business owner, I need to know every aspects of the business like the Six, Seven Pillars, you need to know how HR model works, how finance works, you know, when you start a business, you have to wear multiple hats, that’s fine. And that’s a good learning process for you as well. But if you need to understand because then you can communicate the language they wanna pass on to you. And you will be it will be easy ease of the environment to work going forward when you grow. But at the same time, if that’s something is not your expertise, then you’re wasting your important time on that gave me that expertise. I think you can better on the money where you are actually very good at. Right. So I would rather hire experts to do the thing and understand the basics. And that’s it. That’s that’s how I believe business should be working.

Suburban Folk 48:57
There’s a phrase out there hopefully I’m not just making this up. Do you spend time trying to make a duck in Eagle? Or do you just let the duck be the duck and do what it’s good at? And I think in a lot of scenarios, that’s what you should do is focus on what your strengths are and don’t work on the things that are not.

Unknown Speaker 49:15
Yeah. And that’s where the point comes is that you know, you need to work on your business, not in the business and that happens only if you know, what’s your expertise, and then you start actually using your strengths and actually engaging people with your weakness, you know, so that’s where SWOT analysis fourth thought fished, you know, fish shot and there’s so many things available, you know, you can actually find out your strength and weakness and then you work with your five You know, there is a Galactus you can take and you know, your five is strength, sometimes will not so, to identify sometimes you need to, right, so when a long time ago, I did a psychometric test in my during my corporate As income growth carrier, there is a really true leader, I have a very good leadership ability. Right? So I always strive for and I feel very happy when it comes to the power position. Right. And I’m not very good at actually very nitty gritty work like I like detailing detailing and doing nitty gritty work is two different things. Okay, so I’m a detail person. But at the same time, I don’t like doing the nitty gritty job, which whereas I feel like I’m under utilizing myself, right. And I like the power position and I have a true leadership, you know that that time they have created the Hitler type of character and the Guardian character and the six, seven different kind of characters on the leadership position. And I my metrics came quite close to the Gandhian character.

Suburban Folk 50:52
Well, one more question before I let you go in the digital section of your site. It has three levels there. I saw online tsunami ripple and a splash. Can you tell me what the difference between those levels are?

Unknown Speaker 51:09
So I can say this concept, I bought it three years ago. And what happens when you want to just do a little bit of marketing, I can showcase you through this backsplash. And then I do the tsunami is actually more like you go over wall concept like, you know, you have to have a big bang marketing strategy for yourself. Like you have to present yourself out there you are ready to do the big back effect in your brand positioning concept.

Suburban Folk 51:40
I imagine also, that comes in the assessment of a potential client of how much they currently have.

Unknown Speaker 51:47
Yeah, so I get to know where you stand right now and where you went ahead. And well, I early on I used to follow the customer. Like you know, they say oh, I want SEO, I want this. I want that and I was picking up the job because it was initially initially strange for me, but then gradually I realized that see I’m not gonna give much of a value, so why not I should create a strategy where actually I can offer them much better value add on offer my own strategy and suggest them that this is what you should be doing it. And if you do this, then you will get this kind of outcome. So that’s called value proposition concept. And then if you if you see the proper value proposition, you buy my product and if you know there it’s not gonna make much difference anyway, so I’ll educated and it’s didn’t want to ask me to do it, I’ll do it for you, but I’ll educate you enough so that you know where your investment is gonna go and how what outcome you’re gonna get right and I educated and I’ll leave it there. But if you really open to listen and adopt the my knowledge base, my true potential, then I will come up with a whole strategy Concept I’ll present to you. And if you adopted, I can give you a real value EQ,

Suburban Folk 53:06
perfect. I think that is a good way to put people in the driver’s seat of picking and choosing what they think they need while you’re there to help guide what some of their next steps might be.

Unknown Speaker 53:17
Typically, it’s your customer and you should die, your customer will be honest. And that could happen not by force by

Suburban Folk 53:24
education. If folks that are listening are interested in getting in touch with you, and seeing what you can do for their business. What is the best way for them to contact you through your website or social media?

Unknown Speaker 53:38
Yeah, I’m very active on social media so people can search me as pm but amisha or exhausted or digital and I’m everywhere.

Suburban Folk 53:46
As we would expect for the business that you’re in, if you weren’t, we would be really concerned. Right?

Unknown Speaker 53:52
So it’s not just that I’m just there. I’m not just present. I’m engaged. So if I could, I don’t know To tell it to my team, try to read a response, every single question whether it is what kind of a question doesn’t matter, every single thing is coming to you should actually go. And you should actually respond within 12 hours, not 24 hours within 12 hours. That’s my motto 90% 95% I achieve it. Right. So that’s working well for me.

Suburban Folk 54:26
And that I think also ties back into what we were talking about of that trust and relationship factor when you are running a business. So it sounds like you’re practicing what you preach.

Unknown Speaker 54:36
Yes, I’m big getting that offered. If you’re not practicing what you preach, then you shouldn’t actually be.

Suburban Folk 54:43
Well, I think that is a great quote for us to end on pre. I really appreciate you coming on the show. Anything we missed before we sign off?

Unknown Speaker 54:50
No, are good, and I look forward to have another chat with you with your audience in future.

Unknown Speaker 54:57
That sounds great. Thank you.

Unknown Speaker 54:59
Thanks for having Mi.

Suburban Folk 55:01
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Transcribed by https://otter.ai