Cliqset : Share. Discover. Discuss

Robyn Cobb Stephanie Erik?

> 1 month ago

Stephanie Frost Yep!

> 1 month ago

Erik Wolf im here

> 1 month ago

Bert DuMars Hi Stephanie, Erik and Robyn!! Hope all of you have a Great Thanksgiving!!

> 1 month ago

Stephanie Frost Thanks, Bert! :)

> 1 month ago

Bert DuMars Stephanie & Erik - Seems like ages since we last saw each other - over 24 hrs now. :-)

> 1 month ago

Erik Wolf Thanks Bert, so nice to meet you finally yesterday by the way!

> 1 month ago

Stephanie Frost I hope all of you guys have a great Turkey day as well! I know...long time!

> 1 month ago

Robyn Cobb Hey Guys

> 1 month ago

Robyn Cobb Welcome everyone!

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Erik Wolf I don't know about anyone else, but Thanksgiving is definitely my favorite holiday of the year! What could be better than a celebration of food?

> 1 month ago

Robyn Cobb Stephanie and Erik I've started reading the book it's really interesting

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Robyn Cobb What prompted you to put together Marketing Unmasked

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Erik Wolf You must not have gotten very far then :)

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Erik Wolf Seriously though thanks :)

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Robyn Cobb Ha - I'm about 1/2 thru it :)

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Robyn Cobb So what's the impetus for a book of this type

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Stephanie Frost Thank you! Our clients asked us a lot of these questions every day. We answered a lot of them via our blog so much of the book was reworking some of the blog content to make it more accessible.

> 1 month ago

Stephanie Frost We really want to help the community of entrepreneurs, startups, and businesses we know and network with on a regular basis.

> 1 month ago

Robyn Cobb So putting in the info in one place makes it easier to access

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Erik Wolf We really liked the idea of honestly answering a lot of the questions that entrepreneurs ask but never get straight answers to

> 1 month ago

Robyn Cobb amen to that

> 1 month ago

Stephanie Frost Well, a book is easier to read than having to go back and read blog posts but we also added new content to address some of the questions that we felt like a lot of agencies might not tell you...hence the "unmasked" theme.

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Robyn Cobb I like that the book is written in a language everyone can understand

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Robyn Cobb And you give real tactics and real examples

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Erik Wolf A lot of it was also written "live" on our radio show which also helped us keep it conversational which I think was important

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Robyn Cobb What do you guys think is the biggest challenge smbs and entrepreneurs face today when it comes to their marketing?

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Stephanie Frost Yes. It was great to have a lot of examples via some of our guests and people we know.

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Erik Wolf Knowing how to weed through all the people that are yelling at them and telling them what to do...

> 1 month ago

Erik Wolf everyone is a marketing expert these days and everyone has advice

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Stephanie Frost As our guest yesterday pointed out, they aren't objective.

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Stephanie Frost Helping them understand how to marketing their product or service so that they are addressing their customers' needs rather than what they see as beneficial is key.

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Robyn Cobb I totally agree with that

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Erik Wolf Yes, and we tried to provide some context for making marketing decisions -- tried to show them how to weed through all the different tactics/vendors/ideas available and pursue the ones that would benefit them the most

> 1 month ago

Robyn Cobb So what's the feedback so far?

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Stephanie Frost So far, better than we expected. Anytime you put your opinions, thoughts, whatever on paper...you wonder if people will think you're just full of it. But, it's nice to hear from some people that what we are saying resonates with them and has actually helped them.

> 1 month ago

Erik Wolf I think the best comment I've gotten so far was something along the lines of "if I'd read this book 2 years ago I would have thought you were dead wrong because I didn't have much small business experience"

> 1 month ago

Erik Wolf People seem to be recognizing that very little of what they learn in books and business school is applicable to small business and I'm glad we can help fill that gap.

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Robyn Cobb Yep Erik this is my first start up experience and it's very different from working for the large corporations

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Robyn Cobb however many of the challenges are still the same

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Stephanie Frost You really have to think differently but yes, many challenges are similar.

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Robyn Cobb In what sense Stephanie do you need to think differently?

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Erik Wolf The challenges are pretty much the same but the risk in small business is higher

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Robyn Cobb Well said Erik -

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Robyn Cobb Also many times in a small business the person doing the marketing is not a trained marketer

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Stephanie Frost You don't have the big budget like some large companies do. If you make a wrong decision, you may have just blown your entire budget for the year on something that didn't work.

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Robyn Cobb So what's the up side in your eyes of working in a Small Business?

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Erik Wolf Not only are they not a trained marketer, but they're also responsible for every other aspect of their business. An entrepreneur is a uniquely distracted person :)

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Stephanie Frost Independence!

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Stephanie Frost You have so much more freedom and don't have to go through layer upon layer of approvals.

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Robyn Cobb I totally agree Erik

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Erik Wolf You have unique advantages as a small business owner -- independence is a great one :) From a marketing perspective, you're also faster than the big competition

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Robyn Cobb Ha Stephanie! :)

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Stephanie Frost Exactly. Your marketing can be changed overnight if it needs to be.

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Robyn Cobb Erik I also think you can be more nimble

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Robyn Cobb Can you share a story

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Erik Wolf Sure, any topic in particular?

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Robyn Cobb of where you saw someone change their view and how it created success?

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Erik Wolf I can give you one that ended up in the book actually and it was based on my own stubbornness

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Stephanie Frost Yes...I was hoping you would share that. :)

> 1 month ago

Robyn Cobb That would be great Erik!

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Erik Wolf We had David Meerman Scott on our radio show and he talk a lot about how you should remove the barriers between your audience and your content... But like a lot of marketers I always subscribed to the belief that you should "get something" back from your audience if you give them content

> 1 month ago

Erik Wolf But we tried it his way and removed the signup forms in front of all our whitepapers... And he was right -- we had as many downloads in the first month after as we had in six months prior

> 1 month ago

Robyn Cobb That's awesome

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Erik Wolf You just can;t afford to become "set in your ways" in small business or as a marketer

> 1 month ago

Stephanie Frost That's why we are letting people download the eBook for free as well.

> 1 month ago

Robyn Cobb Hey Stephanie I think that's really generous of you guys

> 1 month ago

Stephanie Frost People are more likely to share if they don't have to give up something. We help more people that way.

> 1 month ago

Robyn Cobb Can you share the url so folks can get to it from here?

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Stephanie Frost http://zerogcreative.com/marketing-unmasked

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Robyn Cobb Awesome! Thank you

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Erik Wolf And it doesn't even really "cost" us anything to do it -- we gain a reader and MAYBE lose a few $$ in royalties

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Robyn Cobb It's a bold move and still very generous -

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Robyn Cobb So let's say I've read the book and I've got my plan and I'm ready to execute

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Erik Wolf But we have a lot to gain obviously if someone downloads it for free and reads it or shares it and we end up doing work with that person down the road. The benefit of gaining readers definitely outweighs putting literally a few bucks in our pocket

> 1 month ago

Robyn Cobb How do I get in touch with you guys to help me execute

> 1 month ago

Stephanie Frost You can email, Tweet, call, visit our website: zerogcreative.com

> 1 month ago

Stephanie Frost We're very reachable.

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Erik Wolf We're super-easy to reach

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Erik Wolf jinx

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Robyn Cobb I see that :)

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Stephanie Frost lol

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Robyn Cobb So do you only work with small businesses or do you work with big brands as well

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Robyn Cobb in this digital age the big brands many times can learn a lesson from the smaller ones

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Erik Wolf Really just startups and small to mid-size

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Stephanie Frost Mostly smaller companies.

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Robyn Cobb Gotcha.....love the way you guys are echoing each other

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Robyn Cobb the sign of a good partnership

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Robyn Cobb So I saw you had a book launch party in ATL are there any other events planned or opportunities for your readers to connect to you directly?

> 1 month ago

Stephanie Frost Yes! We hope to do some webinars soon and we are also available to speak at various events.

> 1 month ago

Robyn Cobb Awesome that's exciting

> 1 month ago

Robyn Cobb So I don't want to keep you all day but before we close

> 1 month ago

Robyn Cobb Can each of you give our audience one tip they can take with them today without giving away the content in the book?

> 1 month ago

Robyn Cobb Hey guys one of my friends from Launch Squad has a question -- Meet Aly

> 1 month ago

Aly Gibson Hey Robyn, what's an example of a lesson that a small brand could learn from a big brand?

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Aly Gibson Hi!

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Erik Wolf Yes... you can't "pay your way" to success as a small business owner. you can't write a check to a magazine, seo guy, direct mail person, etc, and expect your phone to ring off the hook. Small business is about personal connections and developing relationships. "Get rich quick schemes" dont work

> 1 month ago

Stephanie Frost Hi Aly!

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Robyn Cobb That's awesome Erik, thank you!

> 1 month ago

Aly Gibson Sorry -- I meant a lesson a big brand could learn from a small brand

> 1 month ago

Robyn Cobb Great question Aly!

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Erik Wolf We were actually talking about this on our show yesterday...

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Stephanie Frost Also, make sure you have a good team of trusted advisors that aren't "yes" men or women. You want honest, objective feedback. That will help you move forward.

> 1 month ago

Robyn Cobb Erik that was the show with Bert Dumars right?

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Aly Gibson Good point. That does seem important.

> 1 month ago

Robyn Cobb Is the link up to listen to it yet?

> 1 month ago

Aly Gibson Yeah, I'd love to tune in

> 1 month ago

Stephanie Frost Not yet but will be soon.

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Erik Wolf Yes, the problem small businesses have a lot of times is that they get too personal and don't watch the business (paraphrasing our guest chuck blakeman)

> 1 month ago

Aly Gibson Oh, interesting..

> 1 month ago

Erik Wolf but big businesses have the reverse problem -- they can't make personal conenctions the way smal biz can

> 1 month ago

Erik Wolf We talk about it all the time but @comcastcares on twitter is a great example of a big company being crazy successful doing things like a small business

> 1 month ago

Aly Gibson Yes, I saw him speak once at a conference - very impressive effort.

> 1 month ago

Stephanie Frost However, as Bert can attest to, some of Newell Rubbermaid's brands are actually doing a great job of changing that trend.

> 1 month ago

Robyn Cobb Aly do you any any more questions for our experts?

> 1 month ago

Robyn Cobb Does anyone else have a question for Erik or Stephanie?

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Aly Gibson Where do you see the future of corporate social media usage heading?

> 1 month ago

Aly Gibson (beyond Twitter accounts, for ex.)

> 1 month ago

Stephanie Frost I see companies using their own websites more. Opening them up to customer reviews, integrating their marketing with the website. Making their "home" more dynamic and welcoming.

> 1 month ago

Erik Wolf I'm interested in the "augmented reality" stuff though it hasn't quite arrived yet. I think everyone is trying to find interesting ways to use the social tools to add value and not just create more noise

> 1 month ago

Erik Wolf Thats a good point too Steph

> 1 month ago

Robyn Cobb Augmented reality was a big topic last week at the Web 2.0 expo

> 1 month ago

Aly Gibson Yes - very cool stuff

> 1 month ago

Aly Gibson This is all very interesting, I'm excited to be working in this space at such a pivotal time

> 1 month ago

Aly Gibson Thanks everyone!

> 1 month ago

Robyn Cobb Thank you Aly!

> 1 month ago

Stephanie Frost Static websites aren't really helpful so that's why great Content Management Systems that are user-friendly (like WordPress) are great because it gives the company more flexibility to update their site as needed.

> 1 month ago

Erik Wolf Thank you :)

> 1 month ago

Stephanie Frost Thanks, Aly!

> 1 month ago

Robyn Cobb Another great point Stephanie

> 1 month ago

Robyn Cobb Ok guys before we land the plane I have to ask are you Turkey peeps or do you prefer the sides?

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Stephanie Frost Dessert. :)

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Aly Gibson SIDES!

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Aly Gibson (stuffing all the way)

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Robyn Cobb Erik?

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Stephanie Frost We're making pies today. :)

> 1 month ago

Thomas Cook Sides!

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Erik Wolf I love all my thanksgiving food equally. I really look forward to friday when I can take the whole dinner and shove t in between two slices of bread and pretend it's a viable sandwich

> 1 month ago

Robyn Cobb Yum Erik, I'll be there!

> 1 month ago

Robyn Cobb I prefer the sides as well...

> 1 month ago

Robyn Cobb Hey Stephanie and Erik and everyone who's watching or participated today thank you!

> 1 month ago

Stephanie Frost Thanks for having us!

> 1 month ago

Aly Gibson Thank you!

> 1 month ago

Erik Wolf Thanks for having us, really enjoyed it!

> 1 month ago

Robyn Cobb Please make sure you download the book and I'm sure they'd love your comments!

> 1 month ago

Robyn Cobb Thank you guys, Happy Thanksgiving!

> 1 month ago

Stephanie Frost Thank you! Everyone: have a great holiday weekend!

> 1 month ago

Erik Wolf Happy Turkey Day to all :)

> 1 month ago

Rachel Rose Hey everyone! So sorry I missed this when it was "live".... Great insight and great questions from all. Erik and Stephanie, congratulations on the new book! And Robyn, thanks for orchestrating the chat! Happy Thanksgiving!

> 1 month ago