Bullhorns and Bullseyes Curtis Hays and Tom Nixon

Building off last week’s mention of “The PESO Model,” Tom and Curtis discuss the power and benefit of integrated communications with Nikki Little, Senior Vice President at Franco, who shares her insights on integrated communications and the PESO model. The conversation covers topics such as the evolution of the communications industry, the keys to keeping communications integrated, the role that specialists and generalists play now and will going forward.



Takeaways:


Integrated communications involves the integration of paid, earned, shared, and owned media to build trust, authenticity, authority, and brand awareness.
Strong internal communication and cross-departmental collaboration are key to keeping communications integrated.
Specialists and generalists both play important roles in integrated communications, with specialists focusing on specific areas and generalists providing a well-rounded perspective.A strategy-first approach is crucial in integrating a non-integrated marketing toolkit.
Collecting and analyzing data is essential for making informed decisions and measuring the success of integrated communications efforts.



Franco’s website and podcast, frankly: franco.com

Connect with Nikki on LinkedIn: https://www.linkedin.com/in/nikkilittle/


---

Send in a voice message: https://podcasters.spotify.com/pod/show/bullhorns-and-bullseyes/message

Curtis and Tom interview Cory Lindholm, a paid advertising expert, about the role of PPC advertising in B2B marketing. They discuss budgeting strategies, the importance of quality scores, and the value of data analysis in optimizing campaigns. Corey emphasizes the need for businesses to be willing to take risks and invest in PPC advertising, as it can generate high-quality leads and drive revenue. He also predicts that, as machine learning and predictive algorithms improve, advertisers will see better results and value from their PPC campaigns.



Takeaways:


PPC advertising is valuable for both consumer product goods and B2B professional services providers.
Budgeting for PPC campaigns should consider factors such as average cost per click, conversion rates, and maximum cost per acquisition.
Quality scores play a crucial role in determining the cost and effectiveness of PPC campaigns.
Data analysis and visualization are essential for optimizing PPC campaigns and making informed decisions.
Attribution tools and improved analytics platforms will enhance the accuracy and effectiveness of PPC advertising in the future.



Cory's Website: adsbycory.com

Cory on LinkedIn: https://www.linkedin.com/in/corylindholm/


---

Send in a voice message: https://podcasters.spotify.com/pod/show/bullhorns-and-bullseyes/message

Tom (especially) and Curtis are thrilled to welcome guest Jeff Large, CEO and founder of Come Alive Creative to the podcast to talk about....what else? — podcasting! They cover topics such as podcasting strategy, production considerations, and budgeting. Jeff emphasizes the importance of defining goals and target audience when starting and building a podcast. Important: consider this an investment in your brand and determine early on whether this is a DIY passion project or an honest-to-goodness marketing endeavor.



Takeaways


Finding the right fit for podcasting services involves understanding the goals and aligning them with the capabilities and resources available.
Specializing in approach rather than industry can lead to better results, focusing on businesses that understand the importance of teaching, relational capacity, networking, and brand identity.
Promotion and marketing are crucial for podcast success, and it involves a combination of owned, paid, and earned strategies to reach the target audience.
Measuring success in podcasting goes beyond download numbers and focuses on factors like total listen-through, completion rates, and engagement with the audience.
Personal podcasting projects can provide a creative outlet and a break from business-focused content, while board games offer a fun and engaging activity for families.
VIDEO COURSE: Podcasting for Beginners (temporarily discounted)



Jeff’s website: https://www.jefflarge.com

Connect with Jeff on LinkedIn: https://www.linkedin.com/in/jefflarge/




---

Send in a voice message: https://podcasters.spotify.com/pod/show/bullhorns-and-bullseyes/message

In this very special episode of Bullhorns and Bullseyes, Curtis and Tom take turns sharing their personal “secrets” of their own particular crafts — Tom in content development and Curtis in lead-gen and analytics.



Tune in to hear their “takes,” and feel free to adopt our tricks and apply them to your own trade!



Takeaways:


They’re a secret! You have to listen to get them!


---

Send in a voice message: https://podcasters.spotify.com/pod/show/bullhorns-and-bullseyes/message

Tom and Curtis are joined by Lindsay Mullen from Prosper Strategies to discuss the unique challenges and strategies of working with nonprofits. They explore the diverse stakeholders in the nonprofit sector and the importance of shared power and change management. Lindsay shares insights on strength-based communication and the power of storytelling in nonprofits. They also discuss the budget challenges faced by nonprofits and the potential for grant funding.



Takeaways:


Nonprofits face unique challenges due to their diverse set of stakeholders and mission-driven objectives (purpose over profits).
Shared power and change management are crucial in navigating the needs and voices of different stakeholders.
Strength-based communication and storytelling are effective strategies for nonprofits to engage and connect with their audiences.
Budget challenges can be addressed through pro bono work, grant funding, and strategic investments.


---

Send in a voice message: https://podcasters.spotify.com/pod/show/bullhorns-and-bullseyes/message

Curtis Hays and Tom Nixon interview Terry Bean about the concept of behavior and its various applications to marketing and messaging. Terry explains how he follows a behavior assessment based on the four elements: air, earth, fire, and water, demonstrating how understanding these elements can help marketers tailor their messaging to different personality types. We also explore how behavior analysis can be used in workplace management and communication. 



Takeaways:


Understanding behavior can help marketers tailor messaging to different and distinct personality types.
The four elements (air, earth, fire, and water) can be used as a framework for understanding behavior.
Analyzing behavior can improve workplace management and communication.
Tailoring marketing tactics to different personality types can lead to higher engagement and conversions.
Tom: Is a Water type just like a Slytherin?!



Terry's website: https://trybean.com/

Connect with Terry on LinkedIn: https://www.linkedin.com/in/terrybean/


---

Send in a voice message: https://podcasters.spotify.com/pod/show/bullhorns-and-bullseyes/message