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Computers & Software Marketing & Sales Technology U.K U.S

A Sneak Peek at the Digital Marketing Trends of 2023

I came across this article on Top Marketing Trends in 2023 by CMSWire. As an SEO content writer, I was definitely interested in what it said. I was even more curious as I’d seen another article in Forbes on the same topic.

The Geek in me wanted to compare the trends these two articles thought would be strong in 2023.

The writer in me wanted to arm myself with industry knowledge—be a more effective content writer and all that.

The me-the-person will read anything and this was as good reading material as any, so…

Anyway, here’s the information, distilled for you by intelligence that is not artificial.

Top Marketing Trends 2023

According to the article, here are the top trends of 2023:

Social Media and Influencer Marketing to Grow

According to HubSpot’s Marketing Strategy and Trends Report, around 25% of marketers use influencer marketing. This form of marketing currently seems to have the highest ROI. 

So much so, it’s expected to grow in 2023, with 17% of marketers planning to try it out for the first time this year. And, of the marketers who are already using this form of marketing, 89% are expected to increase their budgets!

Of course, not everyone agrees with this. Some marketers believe that it’s not influencer marketing that sells but social media marketing. And, influencers are simply harnessing the power of social media.

According to them, content creators who focus on social media will achieve growth, rather than influencers specifically.

Local Search Still Dominates

With the rise of mobile device use, search is slowly becoming more local. If I’m driving and want to grab a bite to eat, it’s easier to look for places in the vicinity. 

With more people browsing the interwebz on their phones instead of a desktop, it’s only logical for local search to become more important in 2023.

So, if you want your technology and software business to be found locally, get yourself an IT marketing company (like Geeky Tech) to help you.

AI-Generated Content to Invade Webpages

I know I have been going on and on about ChatGPT—how it is being used to create malware and how it is going to change SEO—but it’s hard not to. It’s the hot news of the year.

However, it’s not the only AI content generation tool—it’s just the most popular. And, for better or worse, it seems like AI-generated content is here to stay. 

Content generation is a huge part of digital marketing. With AI writing or creating images and videos, marketers will be able to generate vast quantities of content really quickly.

This will mean that, with robotic content saturating the world wide web, original content might find it difficult to stand out.

At the same time, it will create a demand for content marketers who can harness the power of AI to create top-quality content.

Audio-Visual Content Consumption Rises

Social media marketers already knew that posts with images or videos get more engagement. However, now digital marketers are also noticing a rise in the demand for audio and video content.

And, it’s not just audio clips and short videos that are being voraciously viewed. Audiences are also devouring live-streamed content and podcasts.

Another point to note, people no longer want perfectly produced videos. TikTok seems to have created a demand for user-created videos that aren’t professionally edited.

Social Accountability Is a Factor Now

It’s been a growing trend but will continue to play a role for marketers in 2023. Consumers want to align with brands that share the same values as them. In fact, 50% of Gen-Zers and nearly 41% of millennials prefer to patronise businesses that support social causes.

Gamification Wins

Audiences visiting websites are more likely to stay if there are interactive elements to keep them engaged.

Plus, it makes a great talking point, which helps in word-of-mouth marketing!

So, there you have it; the marketing of 2023. These are points you’d need to keep in mind when planning the marketing strategy for your IT company.

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Business Marketing & Sales Media & Communications Professional Services U.S

Marianne Schwab, Former National Talk Show Producer, Reveals Five Mistakes Businesses Make When Hiring a P.R. Agency or Publicist

Hiring a public relations agency (P.R. agency) or publicist can be a great way for businesses to improve their image and reputation, as well as increase their visibility. However, it’s important for businesses to avoid making mistakes when choosing a PR agency or publicist, since these mistakes can lead to wasted time and money, and even damage to the business’s reputation.

As a former national network TV talk show producer, Marianne Schwab has worked with P.R. Agencies for over twenty-five years and shares some insight on what to do look for to make a good match with an agency and the business they’ll be representing. She says, “When I produced daily talk shows, I got a lot of pitches from P.R. agencies and some were great, but many publicists were kind of clueless and didn’t understand how to effectively pitch television talk shows to get results for their clients. Overall, publicists are generalists in P.R. and have to pitch print publications like magazines and newspapers or online publications so pitching broadcast outlets like podcasts, radio, and television talks shows and news programs requires an entirely different skill set and contact database that many publicists don’t have.”

Schwab says when businesses or entrepreneurs hire a PR agency or publicist they need to avoid making these mistakes because they won’t just cost money, but they’ll end up with little to no media results which is the goal when investing in a public relations campaign.

Mistake #1 – Not doing their homework. It’s important for businesses to thoroughly research and compare different PR agencies or publicists before making a hiring decision. This includes looking at the agency’s or publicist’s track record, understanding their approach to P.R., and getting references from other clients that include the media results. Schwab says, “It’s also important to look at the types of clients they have worked with and are currently representing for two reasons. First, they need to be the right fit for your industry or aligned with your brand, and second, confirm that they do not currently represent any competitors which would be a conflict of interest. This can sometimes be tricky if you’re thinking about working with a brand that specializes in beauty and skin care. On one hand, they have developed media contacts for that industry that can help you, but on the other hand, they may represent competing products or brands and that can be an issue.”

Mistake #2 – Failing to set clear and realistic goals or objectives. Before hiring a PR agency or publicist, it’s crucial for businesses to have a clear idea of what they hope to achieve through public relations. Goals might include increasing brand awareness, improving media coverage, or managing a crisis, but should also be measurable like securing a specific number of placements in print and broadcast with a specific number of impressions for the audience as well. “PR campaigns do take time to get traction and produce results so you need to be realistic about the time not only needed to achieve these goals,” Schwab says, “but also do not expect national coverage when local media may be far more effective and realistic.”

Mistake #3 – Not communicating effectively. Communication is key to the success of any PR campaign. It’s important for businesses to provide their PR agency or publicist with all relevant information they need to represent the client, including details about the business and its products or services, as well as any challenges or issues that need to be addressed. In turn, the PR agency or publicist should keep the business informed about the progress of the campaign and any opportunities or challenges that arise.

Mistake #4 – Not being open to expert consultation or feedback. A good PR agency or publicist will provide honest and constructive feedback to help the business improve its PR efforts. It’s important for businesses to be open to this feedback and be willing to make changes based on it. Marianne Schwab advises, “Remember that you have hired an expert and your results will depend on how much you respect their advice and heed it. I always love when a client is open to ideas that may push the envelope just a bit since those are the pitches that get the best results.”

Mistake #5 – Overpaying for services: There are also other considerations especially when it comes to the fee for public relations services. “I’ve seen some small businesses and entrepreneurs get talked into buying ‘too much P.R.’ for the size of their business. Retainers for small agencies start around $3,000 per month and the major P.R. agencies charge up to $25,000 and more. Small companies don’t need a big agency and it breaks my heart when I see them invest a boatload of money and get little to no results in media placements especially when I know I can guarantee meaningful media placements for clients,” Schwab comments.

By avoiding these mistakes, businesses can improve their chances of success when working with a PR agency or publicist. A well-planned and executed PR campaign can be a valuable investment for any business, helping to build its reputation and reach new audiences.

Marianne Schwab has worked as a producer for over 25 years in New York and Los Angeles. She is currently the Executive Producer of CMP Media Cafe where she works with clients to develop compelling media hooks and story angles that get them TV and radio interviews in today’s complicated media environment. She shares tips on Instagram and has created an online training that shares her insider secrets to promoting a business on TV talk shows and details the types of guests producers love to book as guests.

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Business Marketing & Sales Media & Communications Professional Services U.S

Ross B. Williams, Founder of Modern Profits, Reveals How Personal Branding Can Be a Game Changer for Entrepreneurs

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Personal branding has become one of the most important foundations for entrepreneurs as they build a business and professional reputation to promote their image to their ideal clients and there are three crucial keys to ensure personal branding success. Unfortunately, if these are not part of the initial business strategy, it can derail the best laid out plans since personal branding is much more than color combinations, fonts, and a cool logo. It is, in fact, an essential ingredient for every aspect of marketing a business that includes websites, social media posts, advertising, and everything digital.

Ross B. Williams, founder of Modern Profits, is a Personal Branding Strategist and he says, “When personal branding is done correctly, it will differentiate you from your competition and elevate your reputation, but business branding is very different from personal branding. Not only do you need to understand the difference between the two, but you also must understand why you need both. You can be successful at your business but if your personal branding is not aligned with who you are, you are missing opportunities that ultimately affect your bottom line.” 

Williams, who was recently interviewed on Tampa Bay’s Morning Blend, the local ABC-TV station, has a unique background as a personal branding strategist.  He has contributed multi-seven–figure sales revenue to several companies with his mastery of sales and uses his business building skills and digital marketing expertise to help successful business owners dramatically increase revenue by transforming their personal brand.  When he works with his clients, he incorporates three crucial keys to ensure personal branding success.

1. Personal branding should reflect the entrepreneur’s authentic self. A personal brand should be an accurate, yet authentic, version of who the entrepreneur is so they attract the types of clients with whom they want to work. According to Ross B. Williams, this is crucial for ultimate success, “I see a lot of successful entrepreneurs promoting their lifestyle on social media, for example, but I have no idea what they actually do, what business they’re in, or how I can help them by referring business. If people don’t know what you do, they can’t refer business to you and that is why a personal brand is so important.”

Ross continues, “The ultimate point to keep in mind is that people buy from people so your personal brand is a reflection of you even when you’re not the face of a company. Since you are promoting yourself, you need to create your branding assets according to your personality. If you are selling something that’s not true to you, others will feel it.” 

2. Entrepreneurs must build their personal brand alongside their business brand. Today, more than ever, it’s not enough to build a business brand, but entrepreneurs need to build a personal brand in tandem as they build their business. Why? Williams advises, “It’s imperative that you begin with the end in mind. If you have an exit strategy when you build your business to sell it five years down the road, you only want to be the ‘face’ of a successful business without having your name tied to the brand because if you do, you can’t sell your business as a separate brand.”

Ross goes on to say, “If you choose to sell your business someday without a personal brand developed alongside your company, you’d have to start another business from scratch and cannot use your name on your business.”

3. The logo and color combinations are just “gift wrap” for a personal brand. Many entrepreneurs start their personal branding with a logo and branding board, but it is much more complex and scientific, according to Williams, “Personal branding starts with how you make people feel with what you do in your business, how you want to be portrayed and have others see you, then you wrap it in colors and design. The graphic designer understands the creative color combinations, fun fonts, and logo design, but most don’t understand which colors, and even fonts, trigger emotions and attract clients to buy from you before they even get to peek inside the box. These are psychological touch points that can dramatically increase sales and ultimately revenues.”

Content creation for personal branding can be overwhelming for most business owners and that’s why Ross B. Williams has put this all together in a done for you package that’s simple for any business owner. The key is not to build a little bit at a time and then try to bring it all together since that’s chaotic or doesn’t match. “Effective personal branding demands that social media, photos, graphic design, and media are cohesive and congruent so that it extends your digital footprint and your omnipresence.” Ross concludes.

Ross helps coaches, consultants, entrepreneurs, and business owners build their personal brand with his brand accelerator package. This helps entrepreneurs perfect their messaging and expand their digital footprint with a website, funnel, social media, and press that seamlessly work together as a cohesive brand that people remember and buy from. 

Ross B. Williams works with clients based in the U.S. and around the world to develop personal branding strategies that get results. He is available for Personal Branding Strategy sessions and can be contacted at RossBWilliams.com or connect with Ross on Instragram.

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Business Education Marketing & Sales Professional Services U.S

Ross B. Willimas to host The Modern Profits Mastermind Cruise For Entrepreneurs

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Orlando, Florida – January 9th, 2023 – Ross B. Willimas founder of Modern Profits is hosting the second Modern Profits Mastermind Cruise For Entrepreneurs. This is an exclusive entrepreneur experience business owners won’t get at other conferences or masterminds. At this mastermind, guests will learn business strategies, tactics, and tips all while networking and enjoying a luxury vacation on a beautiful cruise ship with amazing like-minded people.

During the mastermind attendees will enjoy 3-4 hours a day learning from a dozen expert speakers on how to grow their influence, dominate their market and turn their followers into dollars. Guests will learn skills in personal branding, the art of selling, and authority marketing and so much more. Business owners, coaches, and digital marketers that want more leads and more sales in their business can learn all the new trends from the best in the biz on this cruise.

At this event, entrepreneurs will meet and build relationships with other like-minded industry leaders. Daily activities will be held outside of the conference room to encourage everyone at the event to build meaningful long-lasting friendships and business relationships. Activities include beach cabanas, sailboats, snorkeling, dinners, and nightly networking parties. 

Attendees will enjoy awesome vacation time on an amazing cruise ship, relax in the pool, enjoy the private island and make new adventures on excursions.

The cruise will set sail on January 29th, 2023 on the MSC MERAVIGLIA out of Port Canaveral, Florida (Just outside of Orlando). It will be sailing to Nassau, Bahamas, and the private island Ocean Cay Marine Reserve.

MSC Meraviglia is packed with extraordinary features for the perfect experience at sea. Enjoy gourmet dining and out-of-this-world entertainment with new panoramic areas, an innovative ocean-view lounge, a two-deck “inside promenade” with an LED dome, and a spectacular amusement area connected to an outdoor water park. Best of all, MSC Meraviglia features late-night and overnight stays on our exclusive private island, Ocean Cay MSC Marine Reserve, in The Bahamas

Exclusive to MSC Cruise guests, Ocean Cay MSC Marine Reserve was designed to show their appreciation of the environment and ensure they are doing their part to take care of the planet, all while giving guests a slice of paradise. With docking right on the island, guests can walk straight off the ship and onto 2 miles of white sand beaches where chairs, umbrellas, and cabanas await to help guests sit back and relax beside crystal blue waters.

For more information about the Modern Profits Mastermind Cruise For Entrepreneurs please click the link below.

www.ModernProfitsCruise.com

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Marketing & Sales Media & Communications News & Current Affairs Professional Services Technology

Achieving Maximum Visibility Has Never Been Easier with Instantly Press

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(Vancouver, Canada) Instantly Press, the new press release distribution agency, is excited to announce its launch. The agency aims to provide businesses with a quick and efficient way to reach a wide range of news and media outlets, including Bloomberg, Nasdaq, Dow Jones, Yahoo Finance, Yahoo News, Apple News, Google News, NBC Network, CBS Network, ABC Network, FOX Network, MarketWatch, Digital Journal, Benzinga, Streets Insider, and over 400 additional outlets.

But Instantly Press doesn’t just stop at press release distribution. The agency also offers a variety of additional services to help businesses get the most out of their PR efforts.

One of the key services that Instantly Press offers is a writing service. The agency’s team of experienced writers can create high-quality press releases that are tailored to meet the specific needs of each client. Whether you’re launching a new product, announcing a new partnership, or simply sharing some exciting news about your business, Instantly Press can help you craft a compelling press release that will get noticed.

Instantly Press also offers translation services, allowing businesses to reach a global audience with their press releases. The agency’s team of professional translators can translate press releases into multiple languages, ensuring that your news reaches a wider audience.

In addition to press release distribution, Instantly Press also provides clients with a variety of formats for their press release, such as PDF, Social Media and Social Blog, PR Podcast, PR Slideshow, PR Infographic, PR Video, Google Stacking. this allows clients to reach their target audience in multiple ways and increase their visibility.

The team at Instantly Press understands the importance of getting the word out about a business or product, and they have worked hard to develop a platform that makes it easy for clients to share their news with the world. Their goal is to help clients gain maximum visibility and reach their target audience with minimal effort.

Instantly Press offers a variety of packages to suit different needs and budgets, and their team is always on hand to offer guidance and support. The agency is committed to delivering results and helping clients achieve their goals.

“We are thrilled to launch Instantly Press and look forward to helping businesses of all sizes get their message out to the world,” said the CEO of Instantly Press. “We believe that our platform will make it easier for businesses to reach their target audience and achieve the visibility they need to grow.”

If you’re looking for a reliable and effective way to distribute your press releases, look no further than Instantly Press. Visit their website https://instantlypress.com to learn more about the agency and how they can help you get your news in front of the right people.

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Marketing & Sales Technology U.K

Geeky Tech, a B2B Marketing Agency, Just Made a Case for Results-Based SEO

Guildford, United Kingdom – January 4, 2023 —

Leading SEO expert, Geeky Tech, recently released a guide to finding the right B2B marketing agency for tech businesses. In this guide, the agency advises businesses to look for agencies that can prove their results.

The business explains the point by presenting the company’s own experience with search engine optimisation (SEO) marketing companies.

According to the agency, in its early days, it decided to outsource its SEO services to a vendor. While the decision initially yielded positive results, a Google update resulted in a drop in rankings.

In an attempt to find out why this happened, the agency realised that the SEO providers did not know why either, since they too had outsourced the service. “No one in this entire chain of outsourced service providers had any idea why the SEO strategy was no longer working,” explains the agency.

Geeky Tech cites this incident as the impetus for becoming an expert in the field of search engine optimisation. That, in turn, led the agency to specialise in B2B technology and software businesses.

Leading by example, the agency claims that it has helped businesses see a 580% increase in organic site traffic, for example.

According to the business, a result-based selection can help companies avoid marketing agencies that do not have a deep understanding of the subject or don’t have the right experience.

Experience is a very important factor, explains the agency, as B2B audiences are very different from B2C audiences. The latter is buying for themselves, whereas the former is making decisions for their business.

As a result, B2B customers tend to make decisions over time, after assessing all their choices. That, according to Geeky Tech, means they look for more information about products and services than the average B2C customer.

According to the agency, this means that marketing for this segment begins at the awareness stage rather than the lead generation stage.

By focusing on results rather than marketing messages, B2B businesses are more likely to find SEO marketing teams that have the right experience, expertise, and knowledge to help them, Geeky Tech states.

More importantly, results delivered over a period of time also demonstrate that the marketing agency’s SEO expertise can stand the test of changing algorithms. In fact, according to the company, understanding the core principles of SEO means the strategy succeeds regardless of search engine updates.

That is why the agency advises on making sure that the marketing company for a B2B tech business delivers search engine optimisation, paid media, and monitoring and maintenance services that are based on technical understanding and results instead of guesswork.

Geeky Tech tests and refines everything it does to ensure that clients always get consistent results. The business is made up of a team of people around the world, all of whom are passionate about technology and SEO. To learn more about the services the company offers, please visit https://www.geekytech.co.uk/

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Business Marketing & Sales Professional Services U.S

Three Biggest Networking Mistakes Entrepreneurs Make That Cost Them Referrals

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In recent years, the impact and importance of networking became even more evident and, for most business owners, this awareness did not always translate into additional business for the time that was invested. Networking for referrals can be the most cost effective way to build a business, yet most people miss 80% of the referral business they could get due to several mistakes made when meeting a potential referral network. 

“Networking is easy, but not necessarily simple,” advises Debbra Sweet, a leadership performance coach. “In fact, effective networking, whether online or in person, requires skills to produce the results you want that lead to getting referrals and new clients and ultimately increase revenue.”

Sweet is a Certified Trainer of Strategic Word of Mouth Referral Networking and she’s been teaching business owners her unique skill set for over 25 years and led businesses to produce over $54 Million in closed revenue in the San Diego area in one year.

“Since online networking often edges out in person meetings, it’s very evident that we are actually more disconnected than ever on how to be effective with our networking time,” she says. “Many professionals are wonderful at what they do, but that does not make them great networkers. Effective networking needs new skills, insights and clarity of intention for results.”

A global survey that Sweet took part in found that 91% of people agree that networking is the largest factor to business growth, yet the soft skills required to network effectively are rarely taught, leaving a gap of knowledge on how to network to get referrals and ultimately build a bigger business.

Debbra Sweet says there are three common mistakes that most people make when networking online and offline that can cost them referrals.

Mistake #1 – Showing up unprepared. “One mistake I see business networkers consistently make is they show up unprepared without determining an intention before they arrive. They ‘wing’ their networking time and talk. Winging it is not a strategy. When you network, people can tell quickly when you lead your conversation this way. Most people think that simply because you meet a person and you can have a conversation with them that that is networking,” she says. “They assume a casual conversation will convert to referrals but are very disheartened that it doesn’t. You have to have a networking plan.”

Mistake #2 – Not understanding how to navigate different types of networking events. There are many different types of networking events including casual, professional, social, and service oriented to name a few. Sweet advises, “The framework for effectiveness with your time is understanding the network, and how to network in, up in each situation- while reflecting your leadership and building your brand reputation along the way. You can be authentic and network anytime, anyplace, anywhere – with professionalism. But to do that and build trust along the way starts with knowledge of how to show up regardless of the environment.  How you network is a direct reflection of how you show up and serve in your business.”

Mistake #3 – Attempting to close a sale prematurely. A lifelong entrepreneur is no stranger to successes and shortcomings that impact both personal and professional networking outcomes. “It’s important and vital to understand the distinctions between transactional networking and relationship networking needed to create trust that will allow you to close a sale. Pouncing at the first ‘hello’ is not the way to earn trust that leads to ongoing referrals. This may seem obvious to some, but like a good cup of coffee – it’s better brewed versus instant.”

As a networking leader with decades of firsthand experience, Sweet is deeply passionate about helping others learn the skills needed to create relationships through networking that dramatically increase revenue for businesses. She shares, “You don’t have to be perfect in your skills, just be open to learning how to improve them to become a networking leader. Learning how to extend your support to help someone you meet and then organically weave an invitation to support you is a natural way to implement the law of reciprocity that leads to building the backbone of networking – trust.”

Debbra Sweet is a New York Times bestselling author, keynote speaker, business strategist, and leadership coach based in San Diego, California. She’s the innovator of the Circle of 10™ Effective Networker Training Program and has created a complimentary guide, Top Ten Networking Mistakes That Prevent Referrals, that reveals how to network confidently and receive an abundance of referrals to successfully build a business.

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Business Education Lifestyle Marketing & Sales U.S

Brian Melendez releases new book for marketing agency’s titled “Work On Your Agency, Not In It”

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Boca Raton, Florida – January 2nd, 2023 – Brian Melendez owns a white-label marketing agency called Next Gen White Label. He has worked with over 200 agencies/coaches since inception. Working with that many agencies and coaches gave him access to information that could help agencies make more by doing less. Brian’s new book titled “Work On Your Agency, Not In It” gives all marketing agencies access to this information.

Brian ran a general marketing agency for years, from this hands-on experience he knows the struggles the everyday marketing agency is facing and aims to put the solution into actionable steps in his new book.

This book will give strategies for closing more deals with clients that will actually pay, without doing the actual work.

Brian believes the old cliché of working smarter, not harder, to be accurate.

When most people delegate their work they take that extra free time and actually use it as free time. What people should be doing is allocating that newly found free time to tasks that will move the business forward.

If an agency owners can remove themself from the busy work, and fulfillment, they can focus solely on scaling. Unfortunately, most people spend their time doing sales, management, follow-up, customer service, fulfillment, and more. This is preventing them from growing their business.

Let’s say they have a small team doing some of those things; they still need to figure out where to spend that newfound time.

This is why his new book “Work On Your Agency Not In it” will be a game changer for those who read and implement what’s inside.

The book is set to release on April 31st, 2023 you can get more info at www.nextgenwhitelabel.com

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Business Marketing & Sales Media & Communications Professional Services Services

What Every Business Needs to Know About the Difference Between Marketing and Public Relations

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Small business owners often have a difficult time on how to understand the difference between marketing and public relations because it can be complicated and the lines between the two can be blurred. In fact, with the explosion of digital marketing in the past several years, many entrepreneurs understand the value of a sales funnel over a website since it gives them a way to not only introduce a new product or service to them, but also capture information and sales to see a direct return on investment (or ROI).

Marianne Schwab is a former national network TV talk show producer who now works with entrepreneurs and small businesses to get them broadcast interviews to help them promote their business and says, “Understanding the difference between marketing and public relations will help you learn how they best work together to make a massive impact with your campaigns. In a nutshell, marketing creates demand for a product or a service through advertising, while public relations builds trust with the general public through media interviews and features in TV and radio broadcasts, podcasts, and online and print publications. In other words, advertising is saying that your business or product is good, but public relations is getting someone else to say it for you. That is how to build credibility for a product and authority for a company spokesperson or executive. In fact, no amount of advertising can give you the credibility that being featured as an expert in your industry on a newscast or lifestyle program can.”

One of the primary traffic sources for businesses online and offline these days is social media advertising on platforms like Facebook, Instagram, TikTok, and more. This marketing method can be very effective for brand awareness and generating sales for small businesses. However, at the end of the day although it’s a great way to get a product or company on the radar of potential clients and customers, it doesn’t necessarily build credibility.

According to Marianne Schwab, “One of the biggest mistakes I’ve seen my clients make over the years, especially my Fortune 500 clients, is they do not synergize their public relations and marketing campaigns. They invest a boatload of their budget into the P.R. Department and Marketing Department and they don’t talk to each other and actually act like they work on completely different planets. That is losing the opportunity for a ton of potential and additional revenue.”

Marketing is all about the return on investment (ROI). For example, depending on the ad sales team experience, a company can strategically invest $3,500 in social advertising and expect to double that amount with incoming revenue. Public relations contributes to the ROI by building credibility in a way advertising cannot.

“The best campaigns I’ve seen are the ones where P.R. and Marketing work together,” Schwab continues. “For example, a publicist books an interview for a local or national talk show and the marketing team then buys ad spots for the same show so that the brand, product and message is optimized from the featured interview. The audience doesn’t just hear about the product in the interview for credibility, but then the ads during commercial breaks make the essential imprint in their minds that lead to sales.”

There is no magic number that guarantees a sales since the primary factor is does the product solve a problem the client wants or needs. In general, it takes a minimum of seven impressions before a prospect will buy. Now, thanks to the internet, the number of touch points needed before a sale in 2020 was eleven and have since increased exponentially according to Forrester Research.

Marianne Schwab has worked as a producer for over 25 years in New York and Los Angeles. She is currently the Executive Producer of CMP Media Cafe where she works with clients to develop compelling media hooks and story angles that get them TV and radio interviews in today’s complicated media environment. She has created an online training that shares her insider secrets to promoting a business on TV talk shows and details the types of guests producers love to book as guests.

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Business Marketing & Sales Media & Communications Professional Services Services

Three Key Reasons Experts Need Media Coaching For TV Talk Show Interviews

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Being a guest on a TV talk show or radio program is a great way to build credibility as an expert in an industry. However, it’s not as easy as many experts make it look, especially those who are well seasoned in how to interview with the television media.

Generally, this is how it works: An expert like an online entrepreneur, influencer, or possibly a non-fiction book author hires a publicist and then that publicist may succeed in booking a coveted TV interview for their client to promote their brand, product, or service. 

What most of the clients don’t understand is getting booked on a TV interview is the first step and what happens next determines if a client gains the credibility they’re looking to achieve with an engaging on-camera interview or dismantles it all together if they are not prepared.

Unfortunately, many publicists will only help a client prepare with very basic media training and according to Marianne Schwab, a former national network TV talk show producer, “Some publicists do an amazing job of prepping their clients for an interview but so many do not and drop the ball. When I was working on Live daily talk shows, I’d work directly with expert guests to develop the interview segment into our show’s version of infotainment. Guests only have about four-to-five minutes to nail their topic or demo and my job was on the line if each segment wasn’t the best it could be or if a guest was a flop.”

Media coaching, also known as media training, is a valuable service that is available and essential for experts who are just starting out to get booked as guests on talk shows. Depending on the coach, they not only help clients maximize the time they have for the interview by dialing in a targeted yet engaging message, but they also prepare them to look confident on-camera. Here are three key things to know about media coaching before a scheduled TV talk show interview:

1. Experts Make Interviewing Look Easy. The biggest secret TV viewers may not know is that even the most experienced on-camera experts prepare and rehearse for every single TV interview. Schwab says, “Think of it this way, professional baseball players don’t show up for the World Series like they’re there for batting practice.  They spend thousands of hours preparing for the big game under the guidance of their coach. TV interviews work the same way – you don’t just show up and wait for the questions to be thrown at you when you can prepare responses in advance.”

2. Avoid Looking Like Bambi in Headlights. Media coaching is essential to learn the skills of mastering your message and time constraints of a TV interview, handling nerves, and according to Schwab, “You only have one chance to get it right when it comes to a talk show appearance and that’s where media coaching comes in. Knowing what to say when you get a curveball question so that you have a response and not a reaction is key to an on-camera delivery with poise and polish.” 

​3. Skipping Media Coaching is a Recipe for an On-Camera Disaster. As a producer, Marianne Schwab’s number one goal is to make sure that when her clients get in front of the camera that they look and do their best. “Every expert that I’ve ever worked with for TV appearances invests time in preparing for each and every interview so that when the red light on the studio camera goes on, they look like they’re making it up on the spot, but what most people don’t know is that they spent hours making it look effortless. If you skip media coaching, you’re gambling with your reputation since you could derail your credibility and all you’ve worked so hard for when landing a TV interview,” she concludes.

Marianne Schwab has worked as a producer for over 25 years in New York and Los Angeles. She is currently the Executive Producer of CMP Media Cafe where she works with clients to develop compelling media hooks and story angles that get them TV and radio interviews in today’s complicated media environment. She has created an online training that shares her insider secrets to promoting a business on TV talk shows and details the types of guests producers love to book as guests.