In a recent episode of the expert insight interview series, John Golden, representing SalesPOP Online Sales Magazine and Pipeline CRM, sat down with Saul Marquez, the founder and CEO of Outcomes Rocket. With over 20 years of experience in healthcare digital marketing, Saul shared his extensive knowledge on enhancing closing ratios through the three pillars of digital marketing: owned, earned, and paid media. This blog post will break down each pillar in detail, offering actionable advice and thorough explanations to help you leverage these strategies effectively.

The State of Digital Marketing

Saul Marquez begins by providing a snapshot of the current digital marketing landscape. Despite the evolving nature of digital channels—such as the rise of TikTok and the continued growth of YouTube—the foundational principles of digital marketing remain constant. Understanding and effectively utilizing the three pillars of marketing—owned, earned, and paid media—are essential for any business looking to thrive in the digital space.

The Three Pillars of Digital Marketing

1. Owned Media

Owned media includes a company’s website, content, social media channels, and email lists. Leveraging these assets effectively can drive sales and reduce customer acquisition costs.

Email Marketing

• Segmentation: Many businesses underutilize their email lists. Segment your lists based on customer behavior, such as recent purchases or inactivity, and tailor your outreach accordingly. This targeted approach can significantly enhance engagement and conversion rates.
• Personalization: Instead of sending mass emails, focus on a select group of high-potential leads. Research these leads and personalize your outreach based on recent news or developments related to them. Use templates that incorporate specific details about each lead to increase the likelihood of a response.
• Consistency Across Channels: Ensure that your brand’s voice and message are cohesive across all owned, earned, and paid media. Inconsistency can confuse potential customers and dilute your brand’s impact.

Actionable Tips:

• Use email marketing tools like Mailchimp or HubSpot to segment your audience and automate personalized emails.
• Regularly update your website and social media channels with fresh, relevant content to keep your audience engaged.
• Conduct A/B testing on your email campaigns to determine what resonates best with your audience.

2. Paid Media

Paid media involves using advertising platforms to reach your target audience. While platforms like LinkedIn and Meta (formerly Facebook) offer valuable advertising opportunities, businesses must approach paid campaigns strategically.

LinkedIn Advertising

• Targeting: For B2B companies, LinkedIn ads are highly effective for reaching decision-makers in various industries. Utilize LinkedIn’s precise targeting options to focus on specific job titles, industries, and company sizes.
• Retargeting Strategies: After establishing a cold audience through LinkedIn, implement retargeting campaigns on Meta. By placing tracking pixels from both platforms on your website, you can retarget visitors on Meta at a significantly lower cost than acquiring new leads on LinkedIn.
• Data Tracking and Analysis: Track campaign performance and analyze data to optimize your spending. Tools like Hotjar can provide insights into user behavior on your website, helping you understand how to improve conversion rates.

Actionable Tips:

• Start with a small budget on LinkedIn to test different ad creatives and targeting options.
• Use Meta’s retargeting capabilities to re-engage visitors who have shown interest in your products or services.
• Regularly review your campaign data and make adjustments based on performance metrics.

3. Earned Media

Earned media focuses on gaining visibility and credibility through third-party endorsements, such as media coverage, guest appearances on podcasts, and contributions to industry publications.

Building Relationships

• Proactive Outreach: Seek opportunities to share your expertise through earned media. Reach out to relevant outlets with tailored pitches that showcase your unique insights and experiences.
• Creating Urgency: When following up with busy editors or podcast hosts, create a sense of urgency by setting a deadline for responses. This tactic can prompt quicker replies and increase the chances of securing opportunities.
• Maximizing Exposure: Once earned media opportunities are secured, promote these appearances across your owned channels. Sharing links to articles, podcasts, or interviews on social media and email newsletters can amplify your reach and enhance your credibility.

Actionable Tips:

• Develop a list of target media outlets and podcasts that align with your industry and expertise.
• Craft personalized pitches that highlight your unique value proposition and why you would be a great fit for their audience.
• Leverage social proof by sharing your earned media appearances on your website and social media channels.

Conclusion

In closing, Saul Marquez reiterates the significance of the three pillars of digital marketing in driving sales and improving closing ratios. By taking actionable steps today, businesses can prepare for future growth opportunities. Saul invites listeners to connect with Outcomes Rocket for a complimentary consultation to develop a tailored growth strategy.

John Golden wraps up the episode by thanking Saul for sharing his expertise and practical tips, emphasizing the value of the insights provided for both sales and marketing professionals. This discussion serves as a comprehensive guide for businesses looking to enhance their digital marketing efforts and ultimately improve their closing ratios.

By understanding and leveraging the three pillars of digital marketing—owned, earned, and paid media—you can create a cohesive and effective strategy that drives sales and reduces customer acquisition costs. Implement these actionable tips and insights to take your digital marketing efforts to the next level.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

In the realm of finance, few innovations have stirred as much debate and pleasure as Bitcoin. Born out of a choice for decentralization and economic sovereignty, Bitcoin has challenged conventional notions of foreign money and ignited discussions about the destiny of finance. However, its meteoric upward thrust has additionally raised issues about law and oversight. As we stand on the cusp of a brand new generation in finance, it is crucial to discover how Bitcoin and its ilk will shape the next generation of economic regulations.

The Rise of Bitcoin

Since its inception in 2009 by way of the pseudonymous Satoshi Nakamoto, Bitcoin has evolved from a spot test to a global phenomenon. Its decentralized nature, secured via blockchain generation, has attracted a passionate community of customers and investors. Bitcoin’s finite delivery and deflationary nature have placed it as a hedge towards inflation and financial uncertainty, further fueling its adoption.

Regulatory Challenges

Despite its growing popularity, Bitcoin operates in a regulatory gray area in many jurisdictions. Governments and economic establishments have grappled with how to classify and adjust this novel asset. Some countries have embraced Bitcoin, recognizing its potential for innovation and monetary boom, even as others have taken a greater careful method, citing concerns about cash laundering, tax evasion, and consumer safety.

Key Regulatory Considerations

As regulators round the arena are trying to find to navigate the complexities of cryptocurrency, numerous key issues emerge:

• Classification: Determining whether or not Bitcoin is a foreign money, commodity, safety, or something else totally is crucial for crafting appropriate regulations.
• Consumer Protection: Safeguarding investors and customers from fraud, theft, and market manipulation is paramount.
• Taxation: Developing clean hints for taxing cryptocurrency transactions and holdings to ensure compliance and equity.
• Market Oversight: Establishing mechanisms for tracking and regulating cryptocurrency exchanges and trading platforms to preserve marketplace integrity.
• International Cooperation: Collaborating with other countries to create cohesive regulatory frameworks that facilitate move-border transactions even as addressing regulatory arbitrage.

Algorand Staking

One modern technique to address regulatory concerns even as selling decentralization is Algorand’s staking mechanism. Algorand is a blockchain platform that pursues creating a non-boundary financial system through leveraging its specific consensus set of rules. Unlike proof-of-paintings systems like Bitcoin, which require massive strength consumption, Algorand makes use of a proof-of-stake consensus mechanism that relies on participants staking their tokens to secure the network.

Algorand staking gives several advantages:

• Decentralization: By staking their tokens, customers contribute to the safety and decentralization of the Algorand network, reducing the reliance on centralized mining swimming pools.
• Incentives: Stakers earn rewards for collaborating in consensus, incentivizing network participation and engagement.
• Sustainability: Algorand’s evidence-of-stake mechanism is far extra strength-efficient than traditional proof-of-paintings systems, making it greater environmentally friendly.
• Regulatory Compliance: Staking presents a mechanism for users to actively participate in community governance even as closing compliant with regulatory necessities.

Navigating the Regulatory Landscape

Before delving into the destiny of financial guidelines, it’s important to apprehend the current regulatory panorama surrounding cryptocurrencies like Bitcoin. Governments and regulatory bodies internationally are grappling with the challenges posed through the speedy increase of digital assets. Questions abound concerning classification, taxation, and oversight, underscoring the need for complete and cohesive regulatory frameworks. As we navigate this complex terrain, it’s clear that collaboration and innovation might be key to shaping a regulatory environment that fosters both innovation and investor protection.

The Future of Financial Regulations

As Bitcoin and different cryptocurrencies preserve to reshape the financial landscape, regulators face the undertaking of balancing innovation with oversight. The fast tempo of technological advancement requires nimble and adaptive regulatory frameworks that can hold tempo with evolving threats and possibilities. bMoving ahead, collaboration among regulators, industry stakeholders, and the broader network could be crucial to fostering a regulatory surroundings that promotes innovation whilst defensive customers and investors. By embracing new technologies like Algorand’s staking mechanism and adopting a forward-wondering approach to law, we will form a future where cryptocurrency performs a pivotal role in a more inclusive and resilient monetary system.

Bitcoin, Algorand, and Financial Regulation: Forging the Future

In the end, the intersection of Bitcoin and monetary guidelines affords a crossroads for the destiny of finance. The adventure in advance will require careful navigation, balancing innovation with regulatory oversight to ensure the integrity and balance of our economic structures. As we include the transformative potential of cryptocurrencies like Bitcoin and modern technologies like Algorand’s staking mechanism, we need to continue to be vigilant in addressing regulatory demanding situations and fostering an environment conducive to boom and innovation. Collaboration among regulators, enterprise stakeholders, and the broader community may be crucial in shaping a regulatory framework that promotes transparency, security, and inclusivity. Ultimately, by working together to harness the electricity of technology while upholding core concepts of fairness and responsibility, we are able to chart a direction in the direction of a greater resilient and equitable financial destiny.

In today’s dynamic and competitive business landscape, organizations recognize the critical importance of building a culture of innovation and creativity. This article will explore the significance of fostering an environment that values fresh ideas, encourages creative thinking, and embraces change. By cultivating such a culture, organizations can harness the collective power of their workforce and adapt to ever-evolving market conditions. Additionally, integrating teamwork training into the process enhances collaboration and enables teams to work cohesively toward innovative outcomes.

 Cultivating a Culture of Continuous Learning

A growth mindset forms the foundation of a culture of innovation and creativity. When individuals believe that their abilities can be developed through effort and learning, they are more likely to embrace challenges, persist in the face of obstacles, and see failures as opportunities for growth. Organizations can foster a growth mindset by encouraging a love for learning, celebrating efforts, and providing opportunities for professional development. By nurturing a culture of continuous learning, organizations create an environment where innovation flourishes and individuals are empowered to explore new ideas and push boundaries.

Embracing Failures as Stepping Stones to Success

Innovation needs a willingness to take risks and experiment with new ideas. A culture that encourages experimentation and embraces failure as a stepping stone to success creates an environment where employees feel empowered to explore innovative solutions. Organizations can create a safe space for experimentation by promoting psychological safety, where individuals feel comfortable taking calculated risks without fear of retribution or criticism. By encouraging employees to learn from failures, organizations foster a culture that values continuous improvement and fuels innovation.

Harnessing the Power of Teamwork

Collaboration is a cornerstone of innovation and creativity. When individuals with diverse backgrounds, skills, and perspectives come together, they bring many ideas and insights. Building a culture of innovation requires nurturing a collaborative environment where individuals can freely share their ideas, collaborate on projects, and leverage each other’s strengths. Teamwork training fosters effective collaboration and enhances communication, trust, and cooperation among team members. Organizations can harness the power of collective intelligence and drive innovative outcomes by equipping employees with the necessary skills to work effectively as a team.

Cultivating an Innovation-Friendly Infrastructure

To foster a culture of innovation, organizations must provide employees the necessary resources and support to explore new ideas and turn them into reality. This includes allocating dedicated time and resources for research and development, providing access to innovative tools and technologies, and creating innovation spaces or labs where employees can freely experiment and ideate. By investing in an innovation-friendly infrastructure, organizations demonstrate their commitment to supporting and nurturing creative thinking.

Celebrating Success and Encouraging Growth

Recognizing and rewarding innovative efforts is vital to sustaining a culture of innovation and creativity. When organizations acknowledge and appreciate employees’ innovative contributions, it reinforces the value placed on creative thinking and motivates others to generate innovative ideas. Recognition can take various forms, including public acknowledgment, monetary rewards, career advancement opportunities, or dedicated innovation programs. By celebrating successes and highlighting innovative achievements, organizations create a positive feedback loop that inspires employees to continue innovating and reinforces the importance of a culture of innovation.

Amplifying Creativity Through Different Perspectives

They play a significant role in fostering innovation and creativity. When organizations embrace diversity and create an inclusive environment, they unlock the potential for diverse perspectives and experiences to drive innovative thinking. Organizations can access a wide range of insights and approaches by bringing together individuals with different backgrounds, cultures, and ways of thinking. Embracing diversity and inclusion enables organizations to tap into the collective creativity of their workforce, leading to more innovative and impactful solutions.

Empowering Employee Creativity Through Autonomy

An important aspect of building a culture of innovation and creativity is empowering employees with a sense of autonomy. When individuals are free to explore new ideas, make decisions, and take ownership of their work, they feel more motivated and empowered to think creatively. Organizations can promote autonomy by creating a supportive environment that encourages risk-taking, provides clear expectations, and allows individuals to have a degree of control over their projects. Organizations tap into their full creative potential by offering employees the freedom to experiment and innovate.

Conclusion:

In conclusion, building a culture of innovation and creativity is essential for organizations aspiring to thrive in today’s fast-paced world. Organizations can create an environment where creativity thrives by nurturing a growth mindset, encouraging experimentation and risk-taking, fostering collaboration, providing resources and support, recognizing and rewarding innovation, and embracing diversity and inclusion. The integration of teamwork training further enhances collaboration, communication, and synergy among team members, leading to effective problem-solving and the generation of innovative solutions. By embracing this holistic approach, organizations can unlock their full potential, drive continuous improvement, and position themselves as leaders in their respective industries. Building a culture of innovation and creativity is a journey that requires commitment and ongoing effort, but the rewards are immense – from increased competitiveness to sustained success. By fostering a culture that values innovative thinking and promotes effective teamwork, organizations pave the way for transformative ideas, foster a sense of ownership among employees, and create an atmosphere conducive to growth and excellence.

Many people don’t understand the power of YouTube, and there are sales and business people out there who are not taking advantage of this platform. YouTube is the second largest search engine, and it’s used by people who want to buy your product or service every single day. A study done by Google found that 68% of people make purchase decisions based on YouTube videos. Think about the last time you bought a new smartphone or a new car. Did you watch video reviews? For many people, the answer is yes. YouTube can create growth for your business, not just in the product space, but also for coaches, leaders, consultants, and other service providers by reaching people where they’re searching, as opposed to reaching them where they’re just browsing. Aleric Heck, interviewed by John Golden, explains how to make YouTube work for your business.

This expert sales interview explores:

• How to create a winning YouTube ad
• How to create a winning campaign

Creating a Winning YouTube Ad:

When creating a YouTube ad, you have the benefit of time on your side. A longer ad is going to work better for the majority of products or services that you’re selling. You don’t have the time constraint of a 30 or 60-second commercial. Ads should start with a hook to capture people’s attention and pull them in.

Creating a Winning Campaign:

The most scalable campaigns are a combination of demographics, the larger keyword of interest, and then layer in interest and affinities based on Google search habits. This will allow you to reach the right person and scale the campaigns you create. This approach is uniquely available to those who utilize YouTube.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

Having helped businesses for over 20 years to develop their organizational culture, Susan Salgado describes an organizational culture in today’s terms as a sociological perspective that includes the values, beliefs, and traditions of the organization. What behaviors are acceptable is what defines a culture. How we treat one another from email communication, verbal communication, the way organizations set up policies are all pieces of how organizational culture is set up. Defining what is acceptable behavior within the workplace is done by developing a culture that fits who you are as a leader and what you are trying to achieve as a company. Your culture will determine what the acceptable behaviors are.

Sales Expert Interview covers:

• Virtual communication impacts company culture
• Does a company culture grow organically?
• Balancing employees accountability
• How to audit your culture

How does electronic and virtual communication impact company culture:

Many defining features of a company’s culture are unwritten rules of acceptable behaviors that will set an example that others follow. The aspects of unwritten rules of a company need to be broken down for new people so they can fit in often that is.

Is organizational culture grown organically or can it be developed deliberately:

Initially growing naturally or organically in very small organizations, however as companies grow, every new level of employees requires more definition of what the company culture is. Susan shares aspects on how to intentionally create a culture.

Leaders face the challenge of how to strike a balance of making employees accountable and not walking on eggshells:

Culture is not about making everyone feel great at work all the time. It’s about making work fulfilling and engaging. In terms of accountability, there is a misconception that leaders have to coddle and care for people. This misconception is ruining our ability to hold people accountable or to higher standards.

How do you assess or audit your culture:

There are some self-reflective questions to pose such as what is most important to us? Why do we exist, what is our purpose in the world and then what is important about how we get to that purpose? How do we bring that to a larger group of people?

What are some traits or outcomes in organizations that have led to greater success:

A high level of collaboration and ownership is what leads to greater results. Leadership from the top down invested in creating a caring and transparent culture where people are valued and appreciated. Transparency, courage, honesty, humility, and self-awareness are premium traits for the right kind of culture. Creating an Extraordinary Workplace Culture with Susan Salgado

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.