Archive for the 'Marketing' Category

Kathrin Bussmann Offers Tips and Advice on Global Podcasting

Kathrin Bussmann, Ph.D. is someone that everyone should know. She is Founder and Principal of Verbaccino and has been hosting the famous Worldly Marketer Podcast for as long as I can remember, more than 100 episodes, and she doesn’t just host it well, she hosts it magnificently. Each podcast features a different expert in the field of global marketing to learn more about the challenges and the rewards of reaching out to a multi-regional, multilingual and multi-cultural audience. Anyone who has been on her show, like I have, knows she’s a real pro.

Recently at WEGG, we had the good fortune to have Kathrin present a WEGGinar™ on “Building Your Global Brand Through Podcasting.” You can access it here: https://register.gotowebinar.com/register/3759262530790572546 along with her SlideShare deck. Her bio can be found on Slide No. 46.

In follow up to Kathrin’s talk, I passed along five questions from WEGGinar™ participants that we didn’t have time to address. What follows are the questions and her answers.

1. WEGGinar™ Participant: How will Artificial Intelligence (AI) affect podcasting?

Kathrin Bussmann: The thing about podcasting is that it’s a very human, very personal medium. That’s a big part of the appeal. As a listener, you’re getting a real sense of the person behind the microphone. You’re listening to the sound of the podcaster’s voice, often through a set of earbuds, and you’re forming a picture in your mind of the podcaster’s personality. So it’s a much more intimate experience than if you were reading a blog post by that same person, for example. The only medium that’s potentially more personal is video. But as a content creator, you can’t expect to hold people’s attention for more than a few minutes at a time with video, whereas an audio show can keep people tuned in for 30 minutes or more. That’s the beauty of an eyes-free, hands-free format. As for the potential influence of AI, the only way I see it contributing to podcasting in the future is in the way it might help to better connect podcasters with their target audience. There’s still a lot of people out there who have never tuned into a podcast, and who may not even know what a podcast is, let alone where to go looking for one. That’s starting to change, as more and more people discover the world of on-demand audio, and AI can definitely help people find more of the kinds content that is likely to interest them.

2. WP: Do you think the podcast bubble is going to pop?

KB: Bubble? What bubble? I think podcasts are only just getting started as a medium. Surveys show that the vast majority of people have yet to discover them. Yet, in the Digital Age, we’re getting used to consuming content on our own terms, on our own schedule. In the same way that more and more people are switching from traditional TV to Video-On-Demand platforms like Netflix, I think audio consumption will go through a similar shift. It’s just the way things are going now: people are looking for more specialized content, greater convenience, and less advertising. I don’t think those are temporary trends. No wonder public broadcasters like NPR, CBC Radio and BBC Radio are now offering podcast versions of all their most popular programs. They’re doing what they need to do to retain the audience they already have.

3. WP: There are a lot of podcasts to choose from; how do you make yours relevant and distinctive enough for people to sign up?

KB: First of all, you need to do your research. Who is already producing a podcast in your category? Listen to those podcasts, and take notes. What are they covering? What aren’t they covering? Which ones appeal to you, and why, exactly? Quite often, a big part of the appeal is the person behind the microphone. If you’re already a fan of the genre, you probably have some favourite podcasts. So ask yourself: what keeps you tuning in regularly? It probably has something to do with the host(s), their personality, and how they deliver the content. So as a podcaster, you need to be willing to make yourself part your show’s Unique Selling Proposition. Don’t be afraid to let your personality shine through. Your style might not appeal to everyone, but that’s OK. You’ll attract and retain those listeners who do connect with your approach, and at the end of the day, that’s your target audience.

Of course, you also need to deliver valuable content on a consistent basis. You’re asking people to give you their most precious commodity: their time. Never take that for granted. Make it worth their while to tune in. And make it easy too, by having a predictable schedule. Show up with new content on a regular basis, so your growing audience has something to look forward to. Of course, that takes time, effort and an ongoing commitment on your part – something that a lot of podcasters can’t manage in the long run. In fact, a lot of your success as a podcast producer will depend on sheer endurance and outlasting your “competition”.

As for getting people to sign up, just know that most people prefer to stream their podcasts, rather than subscribing and/or downloading them. When you look at your analytics, don’t get discouraged by the number of downloads. Try to engage your audience in other ways. Give them calls to action that will reward them for their loyalty in some way. And make it easy for them to interact with you and to share your content on social media.

4. WP: How do voice-activated devices — smart speakers — such as Amazon Echo and Google Home play into the future of podcasting?

KB: There’s no doubt that smart speakers are going to facilitate the consumption of on-demand audio generally, and that includes podcasts. As podcasts become more widely known as a medium, as platforms like Spotify make them more easily available than ever before, and as people get used to searching for content through voice-activated devices, the future podcasts looks very bright.

5. WP: How do you embed a podcast into a website or blog?

KB: There are different ways to do it, and your podcast hosting platform (e.g. Libsyn) should be able to provide exact instructions. It involves generating a HTML code, and then embedding that code into the page where you want the podcast displayed for downloading and/or streaming purposes. If you’re not a techie, there’s a bit of a learning curve. But there are lots of online communities of podcasters where you can ask for help. There are also lots of online courses you can take now, to teach you all the basics of starting your own podcast. And once you’ve learned the basics, it’s really a matter of developing a repeatable system that works for you.

Insider Tips from CamMI Pham on Sharing Great Quality Content Online

CamMi Pham, Partner, ThinkRenegade, gave an insightful presentation on “Dare to be BOLD!  Here’s How” for WEGG early in the month. In case you missed it, dare to sign up because it is free of charge thanks to our generous sponsors, UPS and IBM.

Here are a couple of takeaways from her talk specifically honing in on how to share great content online while still weaving in your expertise. Who knew these resources existed?  If you did, you are well on your way to being BOLD and getting discovered online!

•  BuzzSumo (http://buzzsumo.com) — BuzzSumo gives you the ability to quickly identify what content is working well in an industry and who the major influencers are.  Insights abound here.

•  Klear (https://klear.com) — Klear is an influencer marketing platform that helps brands build, scale and measure influencer campaigns.  An under the radar gem to get you going:  Klear Free Tools (https://klear.com/free-tools).

•  Medium (https://medium.com) — With Medium, discover smart, unique perspectives on Influencer Marketing and the topics that matter most to you like social media, marketing, influencers, social media marketing, and digital marketing.

•  Quora (https://www.quora.com) — Quora is a place to gain and share knowledge and better understand the world.  You can ask questions and connect with people who share unique insights.  Give it a try.

•  Buffer.com (https://buffer.com) — Buffer is a way to schedule posts, track the performance of your content, and manage all your accounts in one place.CamMi also shared a tip sheet (as shown above) on how to repurpose your online content to extend its use.  Here are a few ideas:

  1. Syndicate your posts
  2. Repost on content platform (Medium, LinkedIn, Quora, etc.)
  3. Ebook
  4. Break down into short articles
  5. Q&A (Quora, Yahoo Answer)
  6. Social media posts
  7. Infographic

This is just the tip of the iceberg on resources CamMi shared during her presentation.  Be sure to view her entire presentation, “Dare to be BOLD! Here’s How,” at your leisure to capture how to be bold with your messaging, share quality content, and keep your conversations simple.

A BIG thank you to CamMi for sharing her expertise with us.  She is the queen of being BOLD!

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Note: Don’t miss our next WEGGinar™ 3/7/18 on “Becoming Your Own Global Distribution Solution” and presented by Rebecca Herwick, President/CEO, Global Products Inc. Register here. Event is free of charge but you must register in advance to attend.
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Powering Prosperity Around the World

What do you do when your brand recognition is low despite the fact that you have thousands of customers all over the world?  That was the challenge Intuit had but in their case, they have more than 46 million customers.  Yes, that’s right — more than 46 million customers yet there is room for growth internationally on their suite of products.

Chief marketing officer Lucas Watson said corporate brand recognition is low despite the fact that Intuit’s services have a combined 46 million customers. “Even among people who use our products, only four out of every thousand use two or more,” he told Adweek—and that’s something Intuit wants to address given recent advancements to integrate its programs [QuickBooks and TurboTax], which function better when used together.

So what did they do?  They came up with a four-minute animated short described as having a “Pixar storytelling style.”

Intuit worked with brand agency of record Phenomenon to animate its message, which Watson and global corporate marketing director [Ms.] Lauren Stafford sum up as “powering prosperity around the world.”

Ahhhhhh, “powering prosperity around the world” reminds us a lot of what we are doing at WEGG!  Read more about Intuit’s animated world of “A Giant Story.”  Learn how you can be disruptive to bring attention to your brand.

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Upcoming WEGGinar Feb 7Note: Don’t miss our next WEGGinar™ 2/7/18 on “Dare to Be Bold!  Here’s How” and presented by CamMI Pham, Partner, ThinkRenegade. Register here. Event is free of charge but you must register in advance to attend.
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When You Are Good at What You Do, You Will Get Recognized Globally

Female drummers in bands in Singapore are taking the world by storm. Even though the profession is considered a thankless job, their role as the rhythmic backbone of a unit can be overshadowed by the presence of guitar wizardry or the antics of vocalists.  It’s also no secret that the profession is largely male-dominated yet in the article below, the author speaks to some of the talented women about their experience as active drummers in Singapore.

One drummer said this:

When you are really good at what you do, you will get recognized [globally], no matter your gender.

I would like to think everyone can overcome and achieve great things with their skills and attitude. Being girls doesn’t necessary put us in disadvantage. In fact, sometimes, it’s probably easier to attract attention when you’re a girl.

Read more  …

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Note: Don’t miss our next WEGGinar™ 5/10/17 on “How to Improve Your Website For Global Customers,” and presented by John Yunker, Co-founder of Byte Level Research, author of “Think Outside the Country.” Register here:  https://attendee.gotowebinar.com/register/4596645079593705731.
Event is no charge but you must register in advance to attend.

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Video-Blogging: Talk to the World Through Your Business

Screen Shot 2014-04-27 at 10.48.55 AM

Jaeny Baik (www.jaenybaik.com)

Today we are featuring a practical article from former TV host Jaeny Baik on 10 tips for creating compelling video blogging for your business.  Video-blogging is a great global marketing tool for websites because people the world over have a voracious appetite for videos. Here’s a glimpse of Jaeny’s first tip:

1. Keep it simple. You don’t need fancy equipment — your smartphone will do. For brief video blogs, you can record on your smartphone — get an adapter to put it on a tripod so you can have both hands free. While you can record sound without an external mic if you’re within arm’s length, you could add a microphone that works with your smartphone. And you can use iMovie or YouTube’s editing or other basic editing software on your smartphone to make quick edits and post to your YouTube channel.

If you do not have video-blogging in place for your business, you better get on it:

But entrepreneurs and small businesses lacking the resources to commission professional videos risk being left behind in a trend that, according to Cisco, is projected to see video comprise more than two-thirds of all global mobile data traffic by 2018. – Source:  “Entrepreneurs learn to create videos a must-have for website marketing

Read more:  10 Tips for Video Blogging for Your Business

Photo courtesy:  Jaeny Baik (be sure to visit her website)

Posted by:  Laurel Delaney

 

Factors to Consider When Growing Your Business Global

Becca Berkenstadt, marketing intern at DePaul University, Coleman Entrepreneurship Center, shares her knowledge about international business dealings.  She addresses cultural, political, economic, societal and demographic questions you should ask before you go global.

Factors to Consider When Expanding Your Company Internationally

Find Becca on Twitter.

Related article, “20 Factors to Consider Before Going Global.

Posted by:  Laurel Delaney

How The Mighty Woman Entrepreneur Succeeds Globally

Faster than a speeding bullet. Energetic, enthusiastic, adaptable, flexible, accessible, decisive, nimble, innovative, responsive — in other words, you are pretty mighty already, right?

But all things considered, are you strong enough to continue driving your business results to the next level (globally)?

Here are six super tips that I wrote under the sponsorship of Verio to update your business and help you become leaner, stronger and poised for greater growth in coming years.

How the Mighty Succeed Globally

Posted by:  Laurel Delaney

How to Avoid Dumb Mistakes in China

What a powerful, practical learning lesson:  “Three Dumb Things Foreign Companies Do In China.”

1.  Failing to localize your advertising.

2.  Trying to be trendy.

3.  Not making things big.

Chinese like things big. They are proud to have the world’s largest airport, the biggest building under one roof, the tallest hotel (pictured) and even the world’s longest laundry chute (at the Park Hyatt in Shanghai). Chinese tend to equate bigger with better. They don’t feel respected and won’t buy if a brand has a tiny store that doesn’t stock the newest season’s products. They know from the Internet and from traveling abroad what exists in other markets, and they want brands to have as big a presence in China as elsewhere.

Hint on what works:

Companies that convey the message that their brands can be trusted — and also that they can meet the needs of local consumers.

Read all about it here.

Posted by:  Laurel Delaney


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Our mission is to educate, inspire and nurture women business owners and entrepreneurs worldwide on how to go global so they can run healthier businesses and create a new future for themselves, their families and their community.


Women Entrepreneurs GROW Global is a 501(c)3 nonprofit organization. EIN/Tax ID #47-2956522.

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