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Journal

Four Reasons Why Marketing is A High Calling

April 29, 2022 by Jonathan Gaby

Welcome to the next episode of Marketing Distilled, where we take the complex marketing concepts and distill it into easily understood and actionable insights. Im your Master Distiller, Jonathan Gaby. With over ten years of experience I’m here to help you become a better marketer and business person.

Introduction

Today in this solo episode of Marketing Distilled, I want to give the talk that I would have given had I been approved for a speaking gig for a major midwest social media conference. But first, a word from our sponsors.

How many of you hear people in your network or industry decry the role of the marketer? Sure, we hear this old trope almost daily, that “Marketers ruin everything”.  It’s probably true to some extent, that marketers have made a mess of some things along history’s timeline. We have in some ways made everything unbearable. You drive down the road, there’s an ad or billboard advertising the latest gizmo, attorney who wants to sue for you, something that’s not healthy for you. Your radio station is interrupted by ads and messages for the same. All these things detract and diminish the beauty of the drive.

In our social media saturated lives the same holds true. Our timelines are testing grounds for ads for things we don’t need when all we want to do is see Aunt Sue’s pictures of Fido, the famous family pet. We are now the product and we keep feeding the algorithm more and more and more.

But, before I go full on invective on all things internet and social, I want to reverse course and remind my listeners of all the great things marketers do for us. The easiest and most abundant example is the fact that nearly everything we have is the result of being told about it. And nearly every improvement or innovation has come from within the field of and work from marketers. Because of this, Marketing is a High Calling. I have four reasons why in this episode.

Point 1: Marketers  impact nearly every aspect of a business

It’s my view that the humble marketer is aware of nearly every aspect of a business and because of that, they have unique ability to speak into a business like no other role can. Operations can focus on making widgets and making them better. Finance can make sure that bills are paid, revenue projections are accurate, and other departments play their part, but because marketers can see customer reviews, analytics, and can learn logistics and more, they are uniquely poised to propose, and champion new ideas in your company.  Internally, you have the opportunity to help streamline operations based on customer feedback and reviews, through market research you can find out whether or not you need to adjust pricing. And, from an HR perspective, if your HR team is struggling to hire good folks for the company, marketers can be used to solve that problem by helping  Essentially, marketers are problem solvers, so if you have a good marketer on your team, be prepared for them to get into a lot and let them help solve your problems.

Point 2: Marketers can uniquely influence the world by extending your brand

Marketers also have a unique position to help their brand extend into new markets. Nike has a formula for getting into new sectors of the sports apparel industry. They start with their strength, in developing new footwear, then they branch out into clothing, and then other sport related gear. It’s predictable for them. Marketers can and should spot the patterns that exist within the business and the market and be able to replicate the pattern they see and get into new markets for their brand or business or cause. This power of influence is a unique component of the marketer who’s living out his or her high calling.

In essence, the aspect of creating new products or services is a unique super power. It has its roots in entrepreneurship, innovation, and influence for sure.  For a new product, two audiences are helped and impacted. The business, who will make more money, employ more people, and increase their market share, and help the business thrive. The consumer is helped immensely because the consumer gets something they didn’t even know they needed. The inventor and marketer Ron Popeil invented and marketed many products that changed the way people think about food and how to cook. Not only did he change the way people thought about food, he changed sales entirely. The present day folks include Steve Jobs, Bill Gates, and others.

We’ll be back after these words from our sponsors

On my last show I answered a listener question about how to market her service based business. Perhaps you’d like to have a question answered on a future episode or have a show idea. Email me at [email protected].

Bourbon Drinking – Four Roses Small Batch Select

Point 3:  Marketers have the unique responsibility to advocate for the customer.

I think this perhaps is the greatest calling for marketers. Marketers see it all, especially those who work in social media management and customer support. Customer complaints, feedback, messages, and more come right through the  marketer’s desk. It’s the job of the marketer to help people across the organization feel the pain that the customer has when something doesn’t go the way they thought. It’s called fulfilling the promise. Brands “promise” things to customers with every marketing message they send out, every ad placed, and every sales call made. The entire company is on the hook for fulfilling the brand promise.

When Marketers receive messages from customers, they have the responsibility to respond, act, and correct the error or right a wrong if it’s a complaint. It’s an issue of ethics. So the marketer must use his or her talents to make sure the company knows what went wrong, and urge them to correct it as soon as possible. Marketers can help the business by seeing these comments, addressing the issue, and being the spokesperson for the business to help resolve the issue.

Point 4: Marketers who work for agencies, might want to extend their services

All the points I’ve made and argued thus far are for marketers who presumably work for a brand or the organization proper. But what about marketers who work for agencies? Surely there’s nothing more the marketer can do? Well, I submit that agencies have a special calling to not only offer their services in ad campaigns, creative, design, and more, but that agencies need to strongly consider adding to their offerings services for business consulting, for leadership development, for more than just creating cool commercials or viral facebook posts, or wildly popular tik-tok dances.

Agencies will undoubtedly know of the product or the people that the business has on their team. They will come to know the processes they use and more. But there’s a duty also to know that if the campaign is successful, how will the business handle increased business? If you say that it isn’t the agency’s job I would just simply show you an agency that is not upholding their ethical duty. Never promote something that the business can’t fully support or manage the increase in business. Rather, figure out if your client can take on the additional business you’re going to funnel their way. If they won’t be able to, stop marketing, and start growing their capacity to handle larger orders, help them get a handle on their staffing, understand their process and procedures and help them do what they need to do to succeed in the face of a successful launch. That is the highest calling, and highest form of service for a marketing agency.

Conclusion

Thank you for listening to this episode of Marketing Distilled. In this episode I discussed four reasons why Marketing is a high calling.

  • Marketers impact nearly every aspect of a business.
  • Marketers uniquely influence the world by developing new services or products.
  • Marketers have the unique task and responsibility to advocate for the customer.
  • Marketers who work for agencies and the agencies themselves have a higher calling yet.

Well, that’s it for this episode of Marketing Distilled. We will be back in two weeks, give or take a day or so, with a new episode.

https://www.podtrac.com/pts/redirect.mp3/pdst.fm/e/traffic.megaphone.fm/MPNL1555849110.mp3

Podcast: Play in new window | Download

Filed Under: Podcast

Marketing A Service Based Business

April 11, 2022 by Jonathan Gaby

Introduction

Hello and welcome to this week’s episode of Marketing Distilled. I’m your master distiller, Jonathan Gaby. Here on the podcast I discuss marketing best practices, trends, and more with the intent of distilling down the complex to the simple. This week’s topic is marketing a service based business.

Introduction of Topic

In this week’s episode I take a listener question from Lily Neal. Lily is the owner of a professional organizing business called Revise Your Space. She is based in the Austin Texas area. If you are in the Austin Texas area and you need help getting your office, home, or business organized, you might want to check her out. She can be found on the web at reviseyourspace.com or @reviseyourspace on social media. Now, I should mention that everything I’m talking about here won’t necessarily guarantee results. It’s marketing after all.

Background:

According to Lilly’s listing on the National Association of Professional Organizers, she has been in business for less than five years. Austin TX is home to approximately 52 or more other professional organizers. Without getting into too much in the weeds I think it’s safe to say that the geographic area is a good place to have a business and has lots of opportunity.

Big Picture

Let’s look at some strategy first. I think it’s always good to have an understanding of what our North Star or our goal is in business is. I state this simply as:

Revise your space helps your organize your home or work to help you enjoy all that Austin has to offer. I think that is more of a vision/mission, but it’s not a goal. Let’s say that Revise Your Space wants to acquire 20 new clients by the end of the quarter. at the minimum offering of $225 for three hours, this means that you’ll make $4500 for the quarter or $1,500 per month.  You’ll also need to budget the required time you’ll need to provide the services, which are 20 hours for discovery calls, and then 60 hours in delivery of the services. So a total of 80 hours for the quarter.

So we know what your goal is to acquire 20 more clients in the quarter and earn $4,500 in revenue. This isn’t including your existing clients. and it doesn’t factor in more services/hours according to what a client might need. You might come out even on this projection or you could come behind or ahead.

Now that we have a goal, what’s next?

Get Website Ready

We’re not going to cover everything here, but broadly here are some recommendations for Lilly’s business. These tips might help you in your business too.

Follow Don Miller’s guide on Story Brand Marketing.

Generally, for Lilly’s website I notice that:

  • She has great positioning and a “hook” in that she is targeting new comers to the Austin Area
  • Swap your introduction section with your testimonial slider.
  • Make better use of your graphic elements. Instead of photos of bookshelves maybe photos of work being done or happy clients.
  • I love the slider of before and after on the contact page.

Break

  • Call to Email with Questions or just say hello: Contact @ Jonathan Gaby . com
  • What am I drinking? – Evan Williams Kentucky Straight Bourbon Whiskey

Let’s get back to the content where we are providing some marketing help to Lilly Neal, owner of Revise Your Space, a professional organizing company in Austin Texas

Social Media:

I think that she is doing a great job pulling back the curtain on what you do and how you help your clients. I would recommend that you get more customer testimonials and put your clients first to show the transformation of getting organized and the peace of mind or sanity they gain from hiring you.

Sadly, without looking at the analytics and data behind your posts, I can’t see how to improve, but I like your work so far.

Actually, if you could create some general ad and do zip code targeting or look more into your target audience and just run ads to encourage people to book a discovery call you could do that, if you’re not doing that now.

Marketing Idea

Direct mail

I think you are on to something when you are targeting real estate agents and people that are moving. One thing you might do is consider doing direct mail to people in a targeted area who have just moved. This isn’t something new, but something I learned from listening to a podcast episode with Michael Dell, the founder of Dell Computers. at the time he was selling papers, I think in Austin, and he figured out that the time to market newspapers was when people moved. He thought that people new to the area would want to know what’s going on in the community and more. So, he offered something to people new to the area.

I think it’s pretty interesting that you’re working with real estate agents and working this angle, I would also encourage you to do direct mail on your own.

It seems to me that you might be discounting your services too severely. I would stop doing that and not give away so much free work. Stick to your value and provide that and make sure that you are wowing your clients and asking them for referrals or cross selling them with helping them at work or similar situation.

Email Marketing

One other thing I would add to your marketing mix is using email marketing for your business. Everyone needs to have an email list I think. and you are no exception. I see email as another way to add that Know Like, Trust factor to your business. It’s a great way to establish your relationship with a new client and reinforce existing ones. You don’t have email daily, maybe every two weeks, but probably you should consider:

An Organizing Tip

Story from a client (success)

And Call to action : Have an area to organize? Call me!

Those two things will get and keep you top of mind in your new customers.

Conclusion

Well, that’s about it for me here at Marketing Distilled. I hope that Lilly, if she’s listening, gets some value out of this episode and that she can work on her website, social media, direct mail, and email marketing.

https://www.podtrac.com/pts/redirect.mp3/pdst.fm/e/traffic.megaphone.fm/MPNL6839435380.mp3

Podcast: Play in new window | Download

Filed Under: Podcast Tagged With: Marketing, Service Based

Podcast Production: Three Must Haves for your Studio

March 18, 2022 by Jonathan Gaby

Podcasting is the latest content type that marketers and content creators are heading towards in the internet space. A podcast not a new medium though, but it seems that with the popularity of such shows like The Joe Rogan Experience podcasting has taken a bit of a lead in the various types of content.

Picture of a podcast production studio with four microphones and a Rodcaster Pro
Photo by Harry Cunningham @harry.digital from Pexels

As a podcaster myself, I have produced various shows. I’ve produced and podfaded a podcast for conservative politics in my state, a marketing podcast, but now, I have relaunched a podcast called Marketing Distilled. As a result, I’m writing this post about the three things every podcaster should have when they launch their podcast.

[Read more…] about Podcast Production: Three Must Haves for your Studio

Filed Under: Journal Tagged With: Content, Content Calendar, Podcast, Podcasting, Production

Marketing Distilled

March 16, 2022 by Jonathan Gaby

https://www.podtrac.com/pts/redirect.mp3/pdst.fm/e/traffic.megaphone.fm/MPNL7409616636.mp3

Podcast: Play in new window | Download

Welcome to the Marketing Distilled Podcast

Hello and Welcome to the Marketing Distilled podcast

My name is Jonathan Gaby and I will be the “master distiller” here on the podcast.

That’s fancy marketing for me to call myself the host. Master distiller sounds way more fancy.

Anyhow, I’ve gained several years experience working in marketing for hospitality, professional services, and other industries. I want to share with you my perspective on marketing, and distilling big concepts down to simple things that you can take action on in your business.

You might want to know how I won a contest with other stores in my market to increase mobile orders, how I increased one business’s social media a whopping 2,000%, and more.

In addition to my experience, I’m working towards my masters degree in marketing from the Carl H. Linder College of Business from the University of Cincinnati (Go Bearcats!) I will also share with you what I’ve learned.

But, it’s not all about me. I will bring thought leaders in for interviews on the tactical and strategic aspects of marketing.

At least every two weeks you’ll get valuable content that is marketing related in your podcasts app. That’s my commitment to you.

You can subscribe to anywhere you get your podcasts, like Apple Podcasts, Spotify.

Oh, and before I forget, I’m part of the Marketing Podcast Network. A collection of podcasts all about marketing so, check out other shows on that network if this is your thing. I’m joining such shows as Jason Falls Winfluence, Nick Westergaard’s On Brand, and Colin Jeffries and Eric Reed’s Rethink Marketing. You can find out more at marketing podcasts.net

Finally, you can find me on the following channels:

website: jonathangaby.com

Twitter: @JonathanDGaby

Instagram: @JonathanDGaby

Linkedin: @JonathanDGaby

Finally, shoot me an email at [email protected] to let me know you’re listening.

Thanks for listening to this episode. I will talk to you in two weeks!

Filed Under: Podcast

Five Components of a Healthy Brand: A Primer for the Small Business

January 15, 2022 by Jonathan Gaby

Branding is all the rage on the internet. It’s almost ubiquitous and understood that businesses need and are a brand. Now, many people are working hard in an effort to create personal brand. It’s almost incessant.

an electronic billboard with companies Brand logos

With all the talk about branding these days I think it’s necessary to understand what a brand is and to define the components of what makes up a brand. This post will share with you the five components of a brand and how those work as a whole.

[Read more…] about Five Components of a Healthy Brand: A Primer for the Small Business
https://traffic.libsyn.com/secure/jonathangabyco/007_-_JG_Podcast_-_The_Five_Components_of_a_Healthy_Brand.mp3

Podcast: Play in new window | Download

Filed Under: Journal

The Five P’s To a Perfect Twitter Profile

January 7, 2022 by Jonathan Gaby

The marketing space is buzzing about what’s trending and what we can expect in the new year of 2022. What I am seeing are people doubling-down on certain platforms and even abandon some and seeing lots of people double-down on their use of Twitter as their social media channel of choice.

A young man at a laptop computer optimizing his Twitter profile for the new year.
Photo by Karolina Grabowska from Pexels

But, doubling down on your usage of any social media profile means that you’ll need to make sure that your profile is optimized in the new year so that you can make the most of your increased usage. This post will give you the five P’s to optimize your Twitter profile to enter 2022 with your best foot tweet forward.

https://traffic.libsyn.com/secure/jonathangabyco/006_-_JG_Podcast_-_Optimize_Twitter_Profile.mp3

Podcast: Play in new window | Download

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Filed Under: Podcast

The Big Picture Marketing Framework: A Crash Course

September 14, 2021 by Jonathan Gaby

Marketing is crucial to the survival of any business or firm. A business must be able to establish brand awareness and sales of their product or service to make sales, drive revenue growth and stay in business. There is almost a plethora of approaches to marketing that many businesses attempt.

This image contains the framework for Marketing Management: The Big Picture
The Big Picture Framework

With so many frameworks and approaches to marketing, it’s dizzyingly complex and the right framework must be chosen in order to do the right job. As part of my graduate studies, I’m taking Marketing Strategy, with Drew Boyd at the University of Cincinnati. We are studying Marketing Management: The Big Picture. This post will be a crash course in what I’ve learned so far.

[Read more…] about The Big Picture Marketing Framework: A Crash Course

Filed Under: Journal

Top Five Reasons I’m Using Nimble for My Job Search

August 19, 2021 by Jonathan Gaby

What is one of the most daunting and demanding things an adult gets to do in their life? Some of the aspects of adulting include buying a home, raising children, or purchasing a car. Right now, I’m facing one of the most daunting things of my life, and that is a job search.  The job search is a process that has many, many moving parts and I need a tool to help me manage the job search. Enter Nimble, a CRM that I have found to help me in my search.

A picture of a man at a computer looking at his phone using Nimble CRM for his job search.
Photo by Vlada Karpovich from Pexels

What exactly is a CRM? A CRM stands for customer relationship manager. This is a tool that most people in sales and marketing roles are familiar with, because they have been and use a similar tool to make sales, grow a business, and increase something in their career. You can use the same system for a job search. After all, a job search is very similar to a sales. In this post, I’ll share with you my top five reasons you should also be using Nimble for your job search.

[Read more…] about Top Five Reasons I’m Using Nimble for My Job Search

Filed Under: Journal

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