EP130: Beyond Metrics: The Lesser Known Ways Of Measuring Business Growth

In this episode of the Powerful Marketing Tips podcast, we delve into the lesser-known ways of measuring business growth and success with our special guest, Aditya Varanasi. Aditya, who spent 14 years at PepsiCo pioneering digital media strategies for brands like Cheetos and Lay's Stax, shares his journey from corporate America to founding his own business, Awarity, as well as key learnings that are relevant to all businesses. 💭 Quotes: "People need to see you an average of seven times before they take action.” (00:04:46) "Our mission is to make world-class advertising accessible to everyone." (00:07:37) "Think of your advertising strategy as a way to reach new customers in an efficient manner and stay with them throughout the customer journey." (00:10:50) "Stick with a plan that you feel like even if it's only 75% solid, stick with it. You'll see better results with that consistency than you will from just trying to change every week and not knowing if the change is meeting customer needs." (00:15:57) " If you neglect it and you say, I'm only going to do what I can measure to have immediate results, you're going to end up doing very little and your competition is going to build their brand over time." (00:21:24) ⌛ Timestamps: [00:04:46] Importance of Full Customer Journey [00:12:18] Simplicity in Advertising Messaging [00:14:32] Metrics for Measuring Advertising Success [00:21:14] Brand Awareness and Long-term Growth [00:28:37] Advice for New Business Owners   🔗 Links: Connect with Aditya Varanasi: Website: https://www.awarity.com/ LinkedIn: https://www.linkedin.com/in/adityavaranasi/ 💡 Join the Powerful Marketers Hub to connect with marketers and entrepreneurs from around the world: https://powerful-marketers.com/hub/ ⭐ Give feedback on this episode: https://powerful-marketers.com/podcast/ 

Feeling lost at sea with your marketing efforts? You’re not alone. Many businesses jump straight into action without a clear plan, leading to diluted efforts and subpar results. To reduce overwhelm and ineffectiveness in marketing, you must have a solid decision making framework. Don’t know how to get started? No worries, in this podcast episode, Mari-Liis and Laura from Powerful Marketers share the main steps that help you gain clarity and build an effective marketing strategy. 💭 Quotes: “When you are all over the place, you overwhelm yourself and also your potential customers.” (00:01:21) “The clearer you become with who you can serve and how you can serve them, the easier it is for those people to find you.” (00:02:31) "In a crowded marketplace, clarity is really what sets you apart better than anything else." (00:06:14) “And I know that marketing can feel like a puzzle, but it's actually quite simple because it is all about building this know, like and trust.” (00:08:34) “There are many little details that need to be clarified in order for your marketing to run smoothly. And also don't forget about the metrics table because you need to measure what is happening and what is working, what is not.” (00:11:42) “A successful strategy takes time to yield results, right? So stay committed and be ready to adapt changes if needed." (00:13:40) ⌛ Timestamps: [00:02:14] Clarity, Focus and Their Impact on Marketing Success [00:07:41] Strategy Building Tool: Step 1 (Gaining Clarity) [00:10:10] Strategy Building Tool: Step 2 (Client Journey Flywheel) [00:11:09] Strategy Building Tool: Step 3 (12-Month Marketing Plan) [00:12:03] Strategy Building Tool: Step 4 (Metrics) 🔗 Links: Download the Strategy Building Tool + 12 Month Marketing Plan: https://powerful-marketers.com/12-month-marketing-plan/ Join the Powerful Marketers Hub: https://powerful-marketers.com/hub/  Please give us feedback on this episode: https://powerful-marketers.com/podcast/ 

Approaching different personalities in sales and marketing is crucial for success in the business world. In this podcast episode, Mari-Liis Vaher from Powerful Marketers interviews Terry Bean, an experienced leadership speaker and coach, on the importance of understanding and adapting to different behavioral types. Terry introduces the concept of the four primary drivers of behavior and shares how to recognize and leverage these drivers to effectively engage with different personality types and tailor marketing strategies to meet their needs and preferences. 💭 Quotes: "We're going to take a deep dive into all of that and kind of give you a cheat code for communicating the right way with the people you're communicating with." (00:02:27) “If you're in a negotiation with someone that is a high fire element, it's probably going to be a win-lose scenario where they're going to seek to win and they don't care that you lose. So, not a very empathetic group of people, but definitely the type of people that in crisis management, you want someone who is high fire in charge. They are decisive, they are quick, they will get people moving.” (00:10:14) “If we're trying to communicate with water folks, if we're trying to sway them, we want to talk about how we're bringing people together. We want to talk about community. We want to talk about how it's going to help the betterment of society. Right? Because that's their drive.”  (00:16:17) “If you're trying to engage an air person, you want to give them enough detail so they're not bored, but not so much that they're just like, I'm out, doesn't matter. But you want to show them how they're going to acquire learning, how they're going to acquire growth, right?”  (00:22:32) "Earth people need facts. They need case studies. They need lots of detail and lots of social proof." (00:27:27) ⌛ Timestamps: [00:10:19] Fire element characteristics [00:16:26] Water element characteristics [00:19:10] Air element characteristics [00:26:59] Earth element characteristics [00:36:25] Elements in organizational culture 🔗 Links: Connect with Terry Bean: Website: https://trybean.com/  LinkedIn: https://www.linkedin.com/in/terrybean/  Other links mentioned on the episode: Free assessment: https://trybean.com/behavioralelements   Special offer: Assess, Analyze, and Apply: https://trybean.com/besessions 💡 Join the Powerful Marketers Hub to connect with marketers and entrepreneurs around the world: https://powerful-marketers.com/hub/ ⭐ Please give us feedback on this episode: https://powerful-marketers.com/podcast/

Sales are a crucial part of every business, but most businesses struggle with finding the right approach. In this episode, Mari-Liis Vaher from Powerful Marketers leads the discussion on the art of selling without the aggressive tactics that often leave a bad taste in both the seller's and buyer's mouths. Our special guests, seasoned sales professionals Bob Burg and Jeff C West, authors of "Streetwise to Saleswise," share their insights on creating positive sales experiences.  💭 Quotes: "The challenge is it really doesn't matter how good the product or service is if you're not able to effectively communicate the message to others." (00:10:26) “A sales professional, by the very nature of what they do is simply discovering what that other person does need, does want, does desire and helping them to get it." (00:14:14) “It's what I define as a fusion point. And it's that moment in time when positive emotion and logic merge and combine." (00:16:14) “Well, you know, in my opinion, marketing is what creates the environment, the culture that when you reach out in a sales process, they're willing to listen and they're willing to say yes to you." (00:20:19) “Your influence is determined by how abundantly you place other people's interests first.” (00:25:12) “Giving and receiving are not opposite concepts. They're simply two sides. It's a balance.” (00:27:33) “It's 100% about how that prospect's life changes, either personally or professionally, and how their life gets better.” (00:37:49) “AI's a great intern. Just don't let it be the one who's in charge.” (00:48:06) ⌛ Timestamps: [00:10:04] Inspiration Behind "Streetwise to Saleswise" [00:19:15] Sales and Marketing Alignment [00:24:08] The Five Laws from "The Go-Giver" [00:29:51] Creating Fusion Points [00:47:45] The Role of AI and Technology in Sales Relationships   🔗 Links: Connect with Bob Burg: Website: https://burg.com/  LinkedIn: https://www.linkedin.com/in/bobburg/  Connect with Jeff C West: Website: https://jeffcwest.com/  LinkedIn: https://www.linkedin.com/in/jeffcwest/ Other links mentioned on the episode: fusionpoints.com streetwisetosaleswise.com SalesWiseLive.com 💡 Join the Powerful Marketers Hub to connect with like-minded marketers and entrepreneurs around the world: https://powerful-marketers.com/hub/ ⭐ Please give us feedback on this episode: https://powerful-marketers.com/podcast/ 

Employer branding is crucial for attracting top talent to a company. In fact, employer branding and marketing efforts must be aligned, as the image a company projects through its marketing directly impacts its ability to attract and retain quality employees. In this podcast episode, Mari-Liis Vaher from Powerful Marketers interviews Laura Kassin, CEO of a recruitment company Personalileidja, that specializes in helping small businesses find the right talent for their needs. 💭 Quotes: “Asking feedback is something that you should do in every stage. Even if you're doing the recruitment campaign, you can ask for feedback. For example, why did you decide to apply? What have you heard about us? What do you know about us? And when the campaign is over you can ask for feedback like how did you like the recruitment process, how can we improve it?” (00:04:21) “So you need to have a really clear picture in your mind as a leader about who it is exactly that you want to find. It's exactly the same as in marketing. You need to have this perfect persona in your mind.” (00:06:53) “Of course, yeah, it depends on the role, how many steps you need to have. But something I definitely recommend is first, of course, an interview. And there are some nuances about that. You should always have like a prepared, let's say, like a base document where you have the same questions, the same script that you want to ask everybody. And then, of course, some practical tests as well, and something to test the personality.” (00:08:30) “Nowadays you don't have to take one full-time employee. You have so many other options. You can use virtual assistants, you can have part-time people, you can have independent partners who are, you know, subcontractors basically.” (00:10:37) “If the person has a growth mindset and they share your company values and they have a good attitude, then they can learn anything. And, you know, most of the time there's always something that you need to teach.” (00:12:52) “So for me it's quite pointless to go and waste the whole interview on what have you been doing in your previous jobs. What you should be asking is what kind of results have you been producing in your previous jobs. What kind of long-lasting value have you done, achieved, created? If you leave your current job, what is going to stay there to remind everybody of what a great employee you were?” (00:16:25) “Everything starts from within. So, for example, if you have a product as well, you can have the best packaging, the best ads, the best marketing. But if the product itself, it sucks, then, you know, word is going to travel and people are not going to buy it soon anymore. And with the workplaces, it's the same thing. If the culture is rotten, then people are going to know about it.” (00:28:28) ⌛ Timestamps: [00:02:06] Why Employer Branding Matters? [00:06:25] How To Recruit The Right Talent? [00:15:15] Interview Questions And Scenarios [00:21:49] Practical Tests In Recruitment 🔗 Connect with Laura Kassin: Website: https://personalileidja.ee LinkedIn: https://www.linkedin.com/in/laura-kassin-personalileidja/ Facebook: https://www.facebook.com/laura.kkassin 💡 Join the Powerful Marketers Hub to connect with Laura Kassin and other like-minded marketers and entrepreneurs around the world: https://powerful-marketers.com/hub/ ⭐ Please give us feedback on this episode: https://powerful-marketers.com/podcast/ 

Understanding and engaging clients is crucial for the success of any business. It involves building strong relationships with clients and prospects, fostering loyalty, and turning potential clients into long-term partners. By understanding what makes people tick and using effective communication strategies, businesses can overcome challenges in client engagement and improve productivity. In this podcast episode, Mari-Liis Vaher from Powerful Marketers interviews Alan Stevens, an international profiling and communication specialist. His expertise in human pattern recognition has made him a sought-after specialist, regularly featured in national television, radio, and the world's press. Quotes: "Your facial features tell us everything about your personality." (00:06:50) "Well, I'm talking about personality, how somebody likes to think and process, not what they're thinking and processing." (00:19:20) "Because if we don't connect with them, like tune our transmitter into their receiver, the other person's not comfortable." (00:22:23) "Yes, if I can read the person, I know how to talk to them the best way, I can really connect with them, I can therefore find out more about what they really need and what they really want, and then I can then show that I've got a service that will provide that, removing their worry, removing their stress, saving them time, saving them money or making them money, and giving the emotional feelings that they want. And the person goes, well, I might be paying $10,000 for something, but I'm making five, 10 times that amount in the return." (00:29:47) “If I talk about you to other people, 80% of people will listen to me. If you talk about yourself to the same people, the statistics show that about 7% will listen to you. That's why advertising doesn't work really well because they haven't got to know and like you at that point.” (00:32:33) “No, you put your staff first. You treat them in a way in which they feel that they belong, they contribute, they're valued, because everybody needs that to be productive. And then they will be the ones who actually deal with your customers. So when you put your staff first, you're actually putting your customers first.” (00:33:33) Timestamps: [00:04:26] Understanding Human Pattern Recognition [00:10:48] Live Demonstration of Profiling [00:20:39] Benefits of Profiling in Business and Marketing [00:34:08] Utilizing DISC Profiles in Conjunction with Face Profiling Links: Connect with Alan Stevens: Website: https://www.alanstevens.com.au  LinkedIn: https://www.linkedin.com/in/readingfaces/  Facebook: https://www.facebook.com/ReadingFaces/   💡 PS! If you’d like to learn more about the topic, then you can find the link to Alan’s free course inside the Powerful Marketers Hub: https://community.powerful-marketers.com/ 🌟 Please give us feedback on this episode: https://powerful-marketers.com/podcast/ 

Curious about how to navigate the marketing landscape in 2024? Tune in to this episode to discover the top 5 marketing trends expected to happen this year. Mari-Liis Vaher, the co-founder of Powerful Marketers, delves into each trend, highlighting key opportunities and ways to overcome possible obstacles.   Timestamps: (00:01:18) Trend #1: Relationship-Driven Marketing (00:02:34) Trend #2: Mix and Match AI-Driven and Real Interactions (00:04:33) Trend #3: Ethical and Sustainable Marketing (00:05:38) Trend #4: Marketing and Sales Alignment Through Data Analysis (00:06:58) Trend #5: Content is Still King, but Social Proof Is Queen   📖 Read the blog post on the same topic: https://powerful-marketers.com/top-5-marketing-trends-in-2024/ ✅ Join the Powerful Marketers Community: https://community.powerful-marketers.com/ ✍️ Leave feedback: https://powerful-marketers.com/podcast/

Most people start a business with the hope to gain more freedom, yet often find themselves drowning in a sea of responsibilities. In this podcast episode, Mari-Liis Vaher from Powerful Marketers interviews Nick Cramp, a seasoned professional with three decades of entrepreneurial experience. As a coach, Nick primarily works with adolescent leaders, who are leaders of businesses that have been successful but need to transition to maintain that success and become less dependent on the owner-founder. Tune in to the episode to find out how to stop being the biggest bottleneck of your business. Quotes: "My book is also my philosophy, which is better before bigger." (00:02:27) “And I think that's what keep businesses small is that desire or the need in the owner to control too much.” (00:04:47) “I think the structure needs to evolve where their role becomes smaller and they grow these other roles around them so that they can dip in and out of those areas, but the accountability for that area sits with somebody else.” (00:07:09) “Yeah, the second thing is that we haven't actually laid down an organizational playbook. We haven't articulated well enough what we want to happen at each stage in the business, because it's in our head and we do it naturally. And we expect other people bizarrely to understand what we understand without telling them.” (00:12:28) “We half-delegate which is like being partially pregnant. It just isn't a thing. It's either their responsibility or my responsibility and it's far easier if it sits with a single person rather than it being a joint situation.” (00:18:37) “The best leaders are the ones that have objectivity from a detached viewpoint." (00:24:32) “I think the four steps are important because you owe it to yourself. I think you owe it to yourself, but you also owe it to your future self.” (00:29:05) Timestamps: [00:07:09] Organizational structure needs clarity and flexibility. [00:07:09] Playbook with clear guidelines. [00:18:20] Delegate accountability for effective leadership. [00:23:46] Objective detachment in business. Links: Connect with Nick Cramp: Website: https://www.nickcramp.com/ LinkedIn: https://www.linkedin.com/in/nickcramp/  YouTube: https://www.youtube.com/@nickcramp/  Join the Powerful Marketers Community: https://community.powerful-marketers.com/ Please give us feedback on this episode: https://forms.gle/i83qkduH6dpRLytk8 

Networking for referrals can be a valuable strategy for business owners and professionals looking to expand their reach, increase visibility, and create potential partnerships. However, many people find themselves overwhelmed by networking and frustrated by the lack of referrals they receive. In this podcast episode, Mari-Liis Vaher from Powerful Marketers interviews Frank Agin, a thought leader in business networking and professional relationships since 1997. Frank shares his insights on 3 common mistakes people make when networking. Quotes: "There have been studies done at Harvard. It was done over years and years. But loneliness is worse for your health than smoking. We need people in our lives." (00:03:01) “We do business with those we know, we like, we trust.” (00:08:32) "And it's entirely possible that there are people out there, they're known, and they're liked, but people don't necessarily trust them. And I always tell people there's really two aspects to trust. One aspect of trust is they have to believe in your honesty. And then the second aspect of trust is that they have to believe in your reliability or your capability.” (00:09:58) “[My parents], they knew me. They liked me. They trusted me. I never got a referral from my parents. Never. You know why? Because I never explained to my parents what a good referral would be for me.” (00:13:57) “But if they don't know how to recognize opportunities, you're not going to get a referral." (00:14:32) “And I tell people, it's your job. If you're looking for referrals, it's your responsibility to get the people around you to understand what it means. It's not their responsibility to learn all about you.” (00:17:40) “And we need to empower people with that language. When you see this, recognize me. When you hear this, recognize it could be a good opportunity for me.” (00:29:04) “But the exercise I give in my organization is, what I tell people is, don't tell me what you do. Don't tell me you're a marketer. Tell me when you do it.” (00:33:36) Timestamps: [00:02:53] Why should we network? [00:07:53] Mistake #1: There is no relationship [00:12:55] Mistake #2: Failure to create recognition [00:24:07] Mistake #3: Not knowing how to talk about what you do Links: Connect with Frank Agin: Website: https://frankagin.com/  LinkedIn: https://www.linkedin.com/in/frankagin/  Join the Powerful Marketers Community: https://community.powerful-marketers.com/ Please give us feedback on this episode: https://forms.gle/i83qkduH6dpRLytk8 

As a business owner or marketer, you surely understand the importance of generating leads to grow your business. But how can you attract high-quality leads and stand out from your competitors? The answer lies in offering valuable resources, called lead magnets, that capture the attention and contact details of your target audience. In this podcast episode, Mari-Liis and Laura from Powerful Marketers explore seven powerful lead magnet ideas that can help you generate quality leads and nurture them into loyal customers.  Quotes: “A lead is someone who could potentially be a great fit for your business and vice versa.” (00:01:16) “And as you get their emails, you can keep on building that relationship and nurturing that relationship until they are finally ready to become your customer.” (00:02:29) “So when you build your own email list, you will have the power to decide how you communicate to them, how often you do that, and of course you can choose what kind of messages you send them.” (00:03:38) “Gathering emails is very crucial, but I just want you to think of the way that you gather those emails because there are a lot of laws and regulations about privacy and data protection as well.” (00:04:18) "So definitely think regarding your own business, is there a template or a tool that you can build that makes your customers or potential customers' lives a lot easier because people are actively searching for solutions like that all the time." (00:07:50) “And just to recap, what we talked about were templates and tools, video courses and webinars, ebooks and white papers, product trials, strategy goals, quizzes and tests and giveaways and discounts.”  (00:16:36) Timestamps: (00:06:09) Templates & Tools (00:08:06) Video Courses & Webinars (00:10:30) Ebooks & White Papers (00:12:02) Product Trials (00:13:12) Strategy Calls (00:14:14) Quizzes & Tests (00:15:37) Giveaways & Discounts   Join the Powerful Marketers Community: https://community.powerful-marketers.com/ Please give us feedback on this episode: https://forms.gle/i83qkduH6dpRLytk8