Search Interviews:

Jeremy Weisz 7:42

Usually, you have cities contact like Louisville will contact you or will more of the state.

Susan Brake 7:49

It depends, runs the gamut. So yeah, we just

Jeremy Weisz 7:54

talk to you if you’re listening. So I’m sure you can tell who from the state usually is the one who’s in charge?

Susan Brake 7:59

It would be the Kentucky Economic Development Corporation. Yeah, exact title. But it would be something like

Jeremy Weisz 8:06

that. Yeah. And so will be an example when they come to you some of the things that you do

Susan Brake 8:09

with them. So our firm, I’m in charge of our digital marketing, but our firm specializes in research, we specialize in branding and creative, we specialize in public relations. So a lot of times, that’s what we were known for as public relations, you want to be on the front page of the Wall Street Journal, you contact our firm. But yeah, we really just support from the whole scope, and we have the research we have on why people visit a place why a company would move to a place, or why workforce, which is a new location is it’s beyond compare.

Jeremy Weisz 8:43

One of the things I want to talk to you about which you’re an expert at is helping groom leaders from within. So a company is listening. And like yeah, we want to, you know, allow our team to see a path and we want to groom great leaders, what what advice do you have?

Susan Brake 8:58

So we lean into positive psychology at my firm, so we and I especially lean into it. But we use what’s called Strengths Finder. So everybody takes their strengths finder test, and it pops out five of your top strengths. And from there, it puts those five strengths fall into four different quadrants. One’s executing ones influencing one’s relationship building and one strategic. So it’s really cool. It’s a really great tool for us to use because I can look and say, here’s a book strengths, strengths finder, yeah. But we can say this woman will be or this human will be great at executing. This person is great at strategic thinking. I as the leader, one of my strengths fall into influencing, and you want that for your leader because I can help sway opinions to my team side. So a lot of times we’ll lean into that with my staff. We have our values as an agency that we lean into, but my staff specifically on the digital team, they have to be entrepreneurial side talk a lot to them about making their own path. That’s how I grew up at DCI. I forge my own path. So I will support any of our staffers who are like, No, I want to learn more about analytics. How can I do that? We might not have a role for them right then. But I’ll talk to them about what they’re learning. And then how do we apply this to clients? What’s the service we can offer? What’s the product, and then they can

Jeremy Weisz 10:22

Essentially intrapreneur?

Susan Brake 10:24

Intrapreneurs. Yeah. And they’re awesome. I have a team of 20. And they’re all go getters. They’re all activators high achievers. So we lean into that. And we talk a lot about it. And I very much talk a lot to them also about mental health. Because we’re off come out of COVID. So for me, the leadership qualities I want for them, to let them know about me, I’m transparent. I’m authentic, and maybe not humble all the time that I you know, and also get their back. So if somebody’s being rude, or we have some internal politics happening, I’ll come and I’ll protect my team. So they know I always have their backs, they have mine. And we’re constantly growing and evolving them. So I just promoted to people to Director trying to promote promote another one to Vice President.

Jeremy Weisz 11:16

When you promote directly they still reporting you or someone else, or they will report to me. Yeah. I had a question about cadence of performance meetings with the team. Yep. How did you How do you do that?

Susan Brake 11:29

So we have annual reviews where we set goals. And our goals are always tied into our core competencies. So project management, client relations, client management, sales, thought leadership. Now the junior staff, they’re not worried about sales or thought leadership. So we’ll talk to them about the goals they need to get to the next level. So and then we meet, I meet with them, we have five, I guess, bi annual meeting, mid year review. How are you tracking on your goals? If they’re not tracking, we’ll talk about why. And we might say, hey, is this goal evolved is this, this is gonna even work anymore for what you’re doing? So we’ll do that. But then I also just do one on ones with them every other week. And a lot of times, sometimes personal stuff comes up, and I’ll coach them through that. But I really look at my role as a coach and a mentor to them.

Jeremy Weisz 12:24

I love it. Yeah. Where can people find out more? Tell people the website again,

Susan Brake 12:27

So the website is Awesome. Yeah, Susan. Thanks, guys.

Jeremy Weisz 12:36

Alright, Jeremy Weisz here, I’m live at Jason Swenk Mastermind with some of the smartest minds on the planet. I’m here with Phil, and Phil, just tell people your name your company and what you do.

Philip Hill 12:45

Philip Hill Purebred Marketing is our company, we help small to mid sized direct consumer brands scale to their most profitable channels.

Jeremy Weisz 12:52

And when partnering is some of the most profitable channel, you can actually imagine because you borrow from other people’s audiences, right? So if I know you help a lot of consumer brands, and you specialize in SEO and affiliate marketing, if someone’s thinking like, I know, I need to do this affiliate marketing thing, what are some mistakes you’ve seen? And suggestions? Yeah,

Philip Hill 13:17

I mean, I think one of the biggest mistakes is just having it as like a passive referral program. So when you talk about partnerships, go seek out those partnerships, where you see that they already have your audience use that audience, they already have a hot buyers, as opposed to just having customers that like maybe will promote your products to their friends. Because a lot of those audiences, people that have audiences dialed in, they know how to work their audiences, and they know how to make them convert, as opposed to just like getting a brand out there. It’s kind of the lowest hanging fruit that you can that you can get. And I tell everybody, it’s the lowest risk, highest reward marketing channel there. 100%.

Jeremy Weisz 13:51

So when someone coming to you, they’re like, yes, I want to do this, I want to implement this affiliate marketing program. How does it work to start?

Philip Hill 13:58

Yeah, so the first thing is, we’re going to define who your target audiences are. And they’re probably going to be a number of those. And then from there, so we deep dive into the brand, understand the ins and outs of the brand. And then from there, it’s looking at relationships we already have, and really using the search engines. So a lot of what we do is SEO. So we want to rank our so we want to rank for the terms that make sense for that brand. But there’s only going to be one or two listings of your own for a specific keyword phrase on Google. So now let’s take up more of the real estate with these review sites and bloggers and things like that, where maybe you’re on half of the first page listings as well. And so seeking out who those people are that already have existing content and existing articles that you can plug into that’s a great way to get a lot of top of funnel traffic quickly. And then on top of that we work with a lot of technology partners they can like they’ll throw deals up and offers and not as much coupon sites we do work manage the coupon sites, but technology partners did did you can work with that you it doesn’t take content creation. like they’re implementing you into they have a lot of AI that implements you into existing content as well. That’s extremely scalable. And so figuring out who to Who do you reach out to? Who are those partners? Who do you reach out to? And then how do you? How do you work with them to increase average order values? Like how do you test deals that are going to work with them. And then it’s really like optimization. From there. A lot of people, that’s what most people miss out on. They look at it as like influencer marketing or PR. And then they leave it alone. Where if you can look at specific offers that are working well, specific calls to action specific creatives that are working well on with certain affiliates, like once we’ve on boarded hundreds of affiliates, we want to now go to the others and it’s you’re driving clicks, but they’re not converting or you’re getting a bunch of traffic to these pages, but we’re not getting clicks. Here’s what the other affiliates are doing that’s working really well. Why don’t you try this or that?

Jeremy Weisz 15:49

That’s like talking dirty to consumer companies saying increase average order volume, but where we’re competing people check you out and learn more about your company.

Philip Hill 15:58 You can find me on LinkedIn, Instagram Instagrams, the Philip Hill, LinkedIn, Millville,

Jeremy Weisz 16:04, you heard it here. Check it out. Thanks, everyone. All right, Jeremy Weisz here. We’re here live. Actually, we’re in Colorado right now. Jason Swenk Mastermind with some of the smartest marketing minds. And I’m here with Glen and Glen. Just tell people your name and your company and what you do, for sure,

Glen Moore 16:20

for sure. So Glen Moore, I’m with Bear Fox Marketing. And what we do is we help companies that are focusing on b2b lead generation, we focus in on the SEO side of things. So helping them move up in their rankings to generate revenue from the leads that they have. So we work with a lot of SaaS companies that are maybe they’re mid size small, they’re they’re just getting established, and they’re trying to scale in a predictable way so that they can build up more authority from their website and get revenue from it.

Jeremy Weisz 16:21

So is there a typical lifetime value? Like a b2b staff that works with you?

Glen Moore 16:53

Yeah, yeah, usually, what we’re seeing with SaaS is, you know, if you’re got a really good churn rate, your lifetime value, we’re looking for things like over 1000 $2,000. In terms of lifetime value, sometimes it’s much, much larger than that. But usually, we’re looking at a few things like we’re looking at the cost per acquisition for that initial subscription or for the, you know, how we monetize that, in that that investment. And so that cost per acquisition is really important. Being able to convert people get those leads coming in and warm them up, is really important. And so most of the things we look at, so a b2b SaaS company comes to you, and they’re like, We want more Leads. Where do you start? What do you do with them? Yeah, I think what the first thing we’d like to do, we do, let’s call that a rankings to revenue strategy. So basically, what that is, is, our team takes about a week. And what we’ll look at is all aspects, kind of look at their competitors, we’ll look at their health, both the technical aspects of their sites, some of this might sound a little nerdy, but we kind of like to nerd out, right. But we’ll look at the technical strength of their site, we’ll see, is there a good foundation to build out from a technical standpoint, and then we’ll see, okay, we’ll look at keywords, and we’ll find the best opportunities where they could win, right? So we’ll say, Hey, you might have a competitor that’s bigger than you. But hey, if we focus in on this particular keywords that are very relevant for what you’re trying to capture your software is trying to capture, then we can get a very specific blueprint on how can we go get that? How can we build up your rankings and get revenue that way? So we do that right now? We’re, we’re offering that as kind of a free service, because we found that a lot of our folks that do it, the majority of them that do it will go on and do services with us, because they see the value show

Jeremy Weisz 18:38

how smart you are, what kind of the potential is like, what else? What can you do with it? Yeah,

Glen Moore 18:44

and if they want to go, and they want to go do it, and take it and do it themselves, they can. Or if they want to implement the plan and do it themselves, they can do that. Or if they want to, if they want to partner up with our team to help them do that, they could do that as well.

Jeremy Weisz 18:56

So what’s it tell people to name your website? Where can they find you again?

Glen Moore 19:01

Sure, sure, they go, it’s And there’s actually a form there you can fill out you can set up a time to meet with either me or somebody else on the team and happy to kind of offer that up, you know, to kind of go over that exercise and get help you with that strategy. If you’re in that boat right now. So

Jeremy Weisz 19:16

How did you come up with the name? Bear Fox Marketing?

Glen Moore 19:19

Good Question. Yeah, yeah. So my business partner, his name is Bear. And, and my I’ve got way back when, like, when I was a kid, my dad and I were an Indian guys, and my name was climbing Fox. So Indian guys. So what does that look like? Yeah, it was kind of associated with the YMCA. And it was kind of a father and son thing. And so like, you just would come up with a name. That was your kind of call name. And then we go out with our dads and do all sorts of fun things outside. So when we were thinking about, like the Cub Scouts like, Yeah, but it was like seven year olds, so eight year olds is a little bit younger than Cub Scouts like climbing packs. What? Well, I when I was a kid I just was really curious and I’d get into everything right. So I would climb up on stuff, get up on the fridge and spill everything all over the place. And so that was the name my dad gave me.

I love it. Yeah. Bear Fox Marketing.

Jeremy Weisz 20:13

Check it out. Thanks, everyone.

Jeremy Weisz here, We’re here live at the Jason Swenk Mastermind. We’re in Colorado with Cowboy Duncan. Duncan, tell people, your company and what you do

Duncan Alney 20:25

Indian cowboy Duncan. I am the founder of Firebelly Marketing, and we are a social media focused agency. We do a lot of different things with Google who do specialize in food and beverage. Okay.

Jeremy Weisz 20:42

Let’s take for example, since you’re an expert in social, let’s say, you know, food and beverage, it could be an up and coming Candy Company ice cream company, what are some things that people are making mistakes

and what they could be doing better?

Duncan Alney 20:57

So I think there’s, there’s a large tendency for, for the story to be focused on the brand’s perception of the story, as opposed to the audience’s perception of the brand and the expectations of the brand. And really, the best way is probably to do a little of both, you know, so you have your perception, but you also meet the audience’s needs. And a lot of times you see the disconnect, and you know, people will say, you know, we’re affordable luxury for all, well, but our best clients are all, you know, upper middle class or no higher earning people, there’s a disconnect, you know, we want to be everyone but we’re really not they’re

Jeremy Weisz 21:38

talking too broad and not to their specific audience, when you’re working with someone you kind of drill down on who they should be talking to.

Duncan Alney 21:45

The challenge with social has been that it’s very difficult to tell stories on social and so you have to find a way to tell that story with every little piece of the jigsaw that’s coming at you in a nonlinear fashion. And so and we’ve recently switched to video first, so we’re using video to tell stories, because I mean, God socials always been visual. But somehow it’s always been driven by copy for a lot of brands, but we’re we’re changing that. So do

Jeremy Weisz 22:16

you think people are too graphic image heavy then and not doing another video?

Duncan Alney 22:21

Maybe it’s more of a copy driven approach. And the I think the reason for the copy driven approach is because it’s a preoccupation with voice and tone, which I’m not saying and unimportant. But in a in an ecosystem where people don’t read a whole lot. You know, you’re investing your time maybe in the wrong place arguing over karma, when the visual is what is really the engaging piece. And yes, I think even even with static imagery, it’s better to have a diversity of imagery than all your own brand pictures. So you want to have, you know, some energy and vibe from other people as well creators or, you know, or UGC,

Jeremy Weisz 23:02

what mistakes do you see people making when creating video?

Duncan Alney 23:07

Over produced? Over produced video is probably the number one thing you see. They also don’t know how to tell stories in seven seconds or 15 seconds. You know, they don’t know how to bring it to a close. I don’t know there’s a lot of things that video in a hyper distracted world or hyper focus world, whatever you want to say. But there’s a lot of video that doesn’t hit it. I mean, I think that tick tock has forced us all through reels and TikTok have forced us to really reexamine how we worked with video.

Jeremy Weisz 23:38

Let’s talk about overproduced right now we’re on a phone, okay. And you may get pushback from clients like oh, no, like we’re luxury. You know, it’s got to be, you know, our customers expect a certain standard. How do you address that? To them?

Duncan Alney 23:53

I think there’s a lot of brands that are savvy, that understand that their audience doesn’t want over produce, but I think the problem is, is that they’re unable to break out of the way they’ve just done things. You know, we’ve always done it this way, you know, so it’s like, hey, everything’s got to be highly produced. And the problem with that approach inherently is a they don’t have internal resources. They may not have people, they may not have the budget. And there’s also a mindset, right of content all the time, wherever it’s coming from. So I think there’s a challenge there with this understanding how this high volume video paradigm even works. So the idea that you know, and so, the other thing is, is that you have to shoot a lot sometimes to

Jeremy Weisz 24:41

Tell people where can they find you. Where’s your website?

Duncan Alney 24:43

Jeremy Weisz 24:45 Check it out. Thanks, everyone. Hey, Jeremy Weisz here, we’re here. Actually, the Jason Swenk Mastermind is a little bit different change of scenery. We’re actually at the Greenhouse here with Pete, and just Pete tell people a little bit about your company, what’s your name your company what you do?

Peter Cunningham 25:02

Sure, Pete Cunningham of Evolve Healthcare Marketing. Essentially, we work with mid to large physician practices to get more patients faster, better, cheaper.

Jeremy Weisz 25:13

You have a special thing that you do with practices and you, I’m not gonna put words in your mouth, but some of them, you know, they start with 10 locations, and all of a sudden they’re at 40 locations. We can’t make any promises here. But you do have this patient acquisition diagnostic that you do, I think it’s applicable to a lot of businesses. Tell us what that what that is.

Peter Cunningham 25:34

So the patient acquisition diagnostic is something that we do or some practices when maybe they’re doing all the marketing internally, or agency doing both. And they want to know how they’re doing, or pairing versus their competition, or industry benchmarks on all aspects of digital marketing, patient acquisition and patient engagement and so forth. So what we do is we have 33 different diagnostic diagnose diagnostic points that we look at, from website, digital marketing, SEO, patient engagement. And we score one to five five being asked and we’re able to lay out for them, how they’re doing and all those aspects so they can get an independent objective view on how things are going.