Our next guest to the “Creatopy Ad Talk” interview category is the world’s leading authority on owning the game you most want to win, Chris Brogan. He is the CEO of Owner Media Group, a highly sought after professional speaker and a New York Times bestselling author of eight books and counting, including The Freaks Shall Inherit the Earth, and Just Start Here.
He has spoken for or consulted with the biggest brands you know, including Disney, Coke, Google, GM, Microsoft, Coldwell Banker, Titleist, Scotts, Humana Health, Cisco, Sony USA, and many more.
Ladies and gentlemen, today we will talk with Chris Brogan about his approach to social media marketing, display advertising and how much should a start-up invest in promotions vs production.
Official Website: www.chrisbrogan.com
1. Could you briefly tell us something about your background? How did you get started and for how long have you been doing it?
“I started blogging in 1998, when it was called journaling. I had my first podcast in 2005. I launched the PodCamp event series in 2006, with Christopher S. Penn. I suppose those are some of my starts. But I’ve had thousands of starts. I’m constantly finding my way into new marketplaces and new ways to work.”
2. How would you describe your approach to social media marketing?
“I use whichever channels allow me to connect with and serve the people who need what I offer. I don’t use a particular tool, nor do I care about the comings and goings of tools. I build connections. Over 70% of my revenue comes from my email list, which is one of the oldest forms of social media out there.”
3. What type of brief or project do you enjoy working on the most?
“I’m always tinkering with ways to help others grow their capabilities and connections. Recently, I launched a Webinar Jumpstart and a Podcast Jumpstart to help folks use those tools to reach the people they serve. I like working with people who choose to own their life and future.”
4. Let’s talk about display advertising. How would you describe the relationship between display advertising and content marketing in a digital marketing strategy?
“All traditional advertising has a great impact on people’s efforts in digital. I think of the display advertising and other traditional approaches to be the “air support” to the “ground war” that digital affords. People love to talk about how advertising is dead. Billboards, postcards, magazine ads – they all still have a place in the world. Only now we have tools to articulate and carry on the connections into even more personalized approaches, if people are interested.”
5. How would you describe the relationship between display advertising and content marketing in a digital marketing strategy?
“I think that display advertising and content should be maybe 60/40 with display picking up and refreshing the story you create with content. If you’re going to pay for display, then make it echo the story you care about.”
6. What’s the ideal ratio to achieve between organic, referral, social media and advertising as acquisition channels?
“I’m a strong believer in organic being the lion’s share of your effort, but with advertising and acquisition, you earn the opportunity to keep those people you attract via other means.”
7. How much should one startup invest in promotion vs. production (development)?
“With a startup, I’d go with as much organic as possible. Until you can afford to pay for the air support of banner and other methods, you can work from sweat. Eventually, if you can afford some ad campaigns, you might consider experimenting to see if it’s a force multiplier. :)”
Thank you Chris!