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Jan. 21, 2022

The‌ ‌New‌ ‌Must‌ ‌Have‌ ‌Marketing‌ ‌Strategies‌ ‌For‌ ‌2022‌!

The‌ ‌New‌ ‌Must‌ ‌Have‌ ‌Marketing‌ ‌Strategies‌ ‌For‌ ‌2022‌!

How do I find my ideal client ONLINE?

Find out from our digital marketing expert panel discussion, The‌ ‌New‌ ‌Must‌ ‌Have‌ ‌Marketing‌ ‌Strategies‌ ‌For‌ ‌2022‌!

Running an online business seems like a dream.

You’re location independent, you’re making your own hours, you’re living your best life.


Not exactly.

We can struggle for years to grow an online business and it’s common to make A LOT of mistakes!

In our livestream panel discussion, we’re sharing digital marketing strategies that work in 2022 and how to streamline your business operations to take advantage of those strategies.

This livestream features:

  • Steps that you can start today!
  • How-to’s that are practical and easy to implement!
  • Special guest experts who are going to share their best tips!
  • Answers to your specific marketing questions!

Our Expert Panel Members will provide strategies and insights along with free gifts for attendees.

The‌ ‌New‌ ‌Must‌-‌Have‌ ‌Marketing‌ ‌Strategies‌ ‌For‌ ‌2022‌!

Toby Younis: Hello and welcome to our 2022 digital marketing planning panel session. We’re very excited about having all these experts join us today.

I am sad to tell you that Shelley isn’t able to make it today. Because she and her husband, Kevin, are at Kevin’s post-op meeting with his doctors.

We have six great panel members and friends. I have a number of questions that I’m going to ask them about what to expect in 2022 and what they’re planning to do in 2022. We’re very grateful to them for having come to this panel, we look forward to future panels with them and we look forward to engaging with one another.

I think having them converse with each other will create a lot of marketing energy. I’m going to start by asking each of our panel members to introduce themselves with who they are, what they do, and the company they work for. I have a series of questions that I’m going to ask in a round table fashion. At the end, I’m going to ask our panel members to share with you where they can be found on the internet and what freebies or downloads they have available for you that they can share.

We are limiting the panel session to one hour so I’m going to ask our panel members to get their responses out quickly. So let’s start with our introductions and Jen McFarland, let’s start with you.

[00:03:33] Jen McFarland: Hi, my name is Jen McFarland. I’m the founder of Women Conquer Business. It’s a digital marketing consultancy, and I love helping technophobe business owners. So people who get overwhelmed by making all of the integrations, making all of the connections who want to streamline the backend of their marketing operations and in general, feel more comfortable with putting themselves out there.

Now I do a lot of different things, but that’s really my lane today. So thank you so much. I appreciate it.

[00:04:02] Toby Younis: Barbra?

[00:04:04] Barbra Portzline: I’m Barbra Portzline. I am the founder of Organizational Rebel and I am a business strategist and an organizational intuitive. I use a combination of deep O.D. experience and intuition to help people fall in love with the work they do. I have many years in marketing. My background is in clinical psych evaluation, organizational development, and my passion is to help people design a business that has time freedom, that they love more than anything.

[00:04:37] Toby Younis: Thank you, Barbra. Tim?

[00:04:40] Tim Fitzpatrick: My name is Tim Fitzpatrick and my company is Rialto Marketing. We help service-based businesses primarily create, implement and manage a marketing plan to communicate the right message to the right people so they can build results that last. I see so many people over-complicating marketing and it doesn’t need to be that way. We want to make it simple.

[00:05:02] Toby Younis: I think simple marketing strategies are the best. Matthew?

[00:05:08] Matthew O’Brien: My name is Matthew O’Brien. I have a company called Mint Social. We’re a digital marketing strategy firm. We accelerate marketing results through a process we call failure hacking. We like to fail early and often. We don’t learn from our successes as much as our failures. We work with businesses that have a lot of fears and challenges. We’d like to eliminate that confusion and look for ways to create scalable, repeatable success that can build momentum. Typically businesses hire us to generate online sales or leads and we work with a lot of different sectors from business to business, to consumer sales.

[00:05:53] Toby Younis: Thank you, Matthew. I should mention that Matthew and I met as a result of our having the same client. It’s good to have him on board. DJ?

[00:06:14] DJ Heckes: I’m DJ Heckes, founder and owner of EXHIB-IT Visual Solutions for busy business owners and executives who don’t have time or money to waste on events and retail marketing. We take the stress out of events by providing innovative displays, graphics, and marketing materials so you can focus on what you do best, and that’s a better way to run your business. I truly believe marketing is overwhelming to a lot of business owners. I love this panel because you have a lot of creativity on this panel and a lot of overlapping expertise.

[00:06:48] Toby Younis: I’d like to think so. Shelley and I have known DJ for over seven years now, and we’ve watched her transition her business to a hybrid business and she’s done a great job of it. I’m excited to hear the kinds of contributions she can make to today’s panel. And finally, Dr. Ty?

[00:07:07] Ty Belknap: Everybody I’m Ty Belknap with Port Bell SEO. We do all the techie nerd work to help you get your website to the top of the search engines for the keywords that your customers are looking for.

[00:07:26] Toby Younis: Ty has been a guest on one of our shows and I have been a guest on one of his shows, and I think he’s planning to have Shelley as a guest on one of his shows as well. Let’s get started with the Q and A.

Let’s start with not the beginning, but the past. I’m going to start with Ty. What did you learn about marketing from 2021?

[00:08:13] Ty Belknap: The biggest thing I learned about marketing from 2021, I’m going to equate that to my clients. My clients are small businesses and it affected them hugely. The biggest thing that I learned was pivoting from doing things the same old way.

I’ve been talking until my ears bleed to people about having to get on the internet. A lot of small businesses are saying, this is the way we’ve done it all of our lives. This is what we’re going to keep doing. All of a sudden I’m getting phone calls saying, okay, I need to change. But now, unfortunately, my business is also closed so I have no money.

I would say pivoting and figuring out the digital way to do marketing has been the big thing for my clients.

[00:09:00] Toby Younis: Thank you. DJ, what did you learn from 2021?

[00:09:05] DJ Heckes: Resilience and perseverance. Talking about pivoting, it is such a big word. I had to take an event and trade show industry that crashed for 21 months and decide how to stay alive, keep my employees fed on income, and figure out a way to offer other services. I had to think outside the box.

We created a lot of online virtual events, hosted some global events, and we’re still doing a couple of in-person events. Trade shows are coming back.

[00:09:35] Toby Younis: I remember having a telephone conversation with DJ back in 2020 when she told me that she had a couple of choices. One was to figure out how to make this transition and use her resiliency, or just figure out how to let go of the business. It’s obvious to me that she was very successful in transitioning into what I think of as the new world of marketing. Thank you for that DJ. 

Matt, how about you? What did you learn from 2021?

[00:10:07] Matthew O’Brien: I think it’s the same every year. In fact, it’s probably every six months: reinventing yourself. We’re in a very punishing space. Businesses are either online or they’re going to get there and you need to get them on with training wheels. The best way to start is business owners always want new business, leads, and SEO. That’s going to take some time to build. It’s not a click your heels and you have action.

We do a lot more pay-per-click now. We love working with Toby because a lot of clients have underutilized digital assets like podcasts and content that just never get any love or light. That’s a great place to start. We’ve done a lot of that in 2021, just getting started with the content model.

We like to do interviews. It’s just a great way to do it. It’s like training wheels to get started. Then we slice and dice that content up and we have a powerful syndication model with a huge fan base so we can get the word out. It helps to build momentum to reduce that fear factor of I’m just getting started. How do we do it?

Toby has done this content model with our mutual client. He was just going to work and all of a sudden, business is coming in the door and he couldn’t be more happy with it. He is doing a pivot, reinventing himself. You never know what can happen.

[00:11:29] Toby Younis: I’m very excited for what we see in his space. I have suggested to him on several occasions that he should start including interviews in his program because I think he would make an excellent interviewer. Matthew, thank you.

Tim, how about you? What did you learn from 2021?

[00:11:50] Tim Fitzpatrick: This is pretty similar to what most of the panel members have talked about. We need to be open to change, right? If we’re resistant to change, we’re going to run into a lot of problems as business owners. We have to be open to the possibility that we need to change some of the tactics we’re using. Do we need to change some of the offers or services that we have?

I focus on the marketing end and the fundamentals don’t change. They’re immutable. I don’t care what’s going on in the market. There was a lot of change in the last few years, but there’s still a lot of things that are the same and they’re always going to be.

[00:12:27] Toby Younis: That’s a great place to be. Thank you, Tim.

Barbra? The question is, what did you learn about marketing from 2021?

[00:12:41] Barbra Portzline: I know it sounds weird, but it’s old school. With my clients, we talked about calling up someone on the telephone. Not texting. Not sending them a messenger. Picking up the phone and calling people and saying, how can I give value to this person today?

For our marketing, that’s what we did. We went back to old school. There was a lot of noise on social media. There was a lot of noise on the internet. It’s about being authentic, aligned, and giving value. That’s what I learned for 2021 and people that did that and didn’t think about, can I get a lead? Can I get a sale?

Focus on value, and increase your business exponentially through relationships and trust.

[00:13:42] Toby Younis: Excellent advice. Thank you, Barbra. Jen?

[00:13:46] Jen McFarland: What I learned is you can still have goals amidst all of this uncertainty. I learned that long ago because I was in the Peace Corps where you don’t know anything and everything’s uncertain.

Business owners were hesitant to make some of the changes as we shifted into a whole new world. Like Tim, I work in fundamentals and we can still set up short, medium, and long-term goals that meet the needs of an organization when we focus on the fundamentals and we’re not just chasing trends all the time. One thing that helped anchor my work and calm my clients down is the idea that you don’t have to know everything that’s going to happen. But if you know what it is that you want, we can position and point you in that direction, no matter what’s going on outside.

[00:14:38] Toby Younis: Thank you, Jen. I have two things that I want to add. Number one is what we learned from 2021 is that we’re better at pivoting than our clients. That means they need a lot of help, support, and patience getting them through the new world of digital marketing. 

The second thing I realized was that 2021 prevented me from doing the fundamentals. Shelley and I attended a Sandler Sales Institute online webinar on the topic of prospecting. The gentleman started by going around the room and he called on me first and he said, Toby, what is your business? I said we produce things for other people. He said, no, it’s not. It’s prospecting. You forget that there are some fundamentals like prospecting and phone calls and emails because we rely so much on our online and social media interactions. We stopped doing prospecting, and that’s still a requirement. We forgot those fundamentals that you need to engage, not a customer, but a prospect, because that’s how you’re going to add customers to your base.

Thank you all for that. I’m going to start with you, DJ, on the next one.

Knowing where we are in 2022, how are 2022 and this situation we’re in going to affect your marketing plans? What’s your plan for 2022?

[00:16:20] DJ Heckes: I have a new lease space. I knew that a lot of clients and a lot of our industry exhibit houses were closing. It’s sad, these are people with businesses my size. We planned for the growth of complete show management services. I tripled my warehouse capacity and I have inherited five new customers. The first week of January, I closed a double-deck display and another custom display and took in over $200,000, the first week of January.

That’s a great start on what I’m seeing in our industry. I’m also on the national board for the Exhibit Designers and Producers Association. I’m seeing that people are understanding the difference between exhibiting and trade shows. It is more than just face-to-face. Now it’s your pre-show marketing, digital, social media, how you deliver your content, the value you are giving your customer. It’s all of that.

So what I’m seeing in 2022 is getting back to the basics of what’s in it for the customer, how you differentiate yourself, your customer persona, and understanding the journey.

[00:17:23] Toby Younis: Yes, that’s great advice. Matthew, what is your 2022 going to look like from a marketing perspective? Especially because you have clients that have to deal with it as well.

[00:17:38] Matthew O’Brien: We’ve done a pivot where we’re focusing primarily on more purpose-driven businesses. Being in the marketing industry you end up inheriting some challenging clients for whom you have to manufacture a message that works.

I was censored so much in my client campaigns through YouTube and Facebook. I do work with a lot of nonprofits and it was mindblowing that this type of censorship is allowed and going on. So we developed an app to create authority through websites and publishing of content.

Our focus is to find servant leaders and thought leaders that are CEOs on boards or working with nonprofits, who are making a fundamental difference in their communities and helping to deliver their message while factoring their service. It seemed like a tall ask last year, but it’s becoming very prevalent that this is the way to go.

In summary, we’re elevating the expertise of the executive team of a company that has a story to tell that’s not just about their company.

[00:18:53] Toby Younis: Great strategy. Tim, what’s your 2022 marketing going to look like?

[00:19:00] Tim Fitzpatrick: More of the same as it was in 2021. No changes for me. From a marketing standpoint, my company is heavily content-based; we do a lot of content. Content that we’re doing right now is our podcast, workshops, and speaking. All of that. We use content to drive all of our other marketing channels.

I mentored under John Jantsch over at Duct Tape Marketing and one of the things he talks about is content is air at this point. It used to be content is king. I do not know how you grow a business online without producing content.

[00:19:42] Toby Younis: I remember when we used to talk about content is king. I had not heard the new phrase, content is air. Our framework is the campaign-content framework. We’re big believers in content production and producing content has gotten exponentially easier over the years. I think that’s why I like it so much. I spend way less time in an editing room. Whether it’s for video, audio, or text. 

Barbra, how are your marketing plans going to change for 2022?

[00:20:28] Barbra Portzline: Our company does two things. We work with small business owners on their marketing and their message, and we do organizational development for medium and large-sized businesses. Our marketing has shifted in the past two years. You can’t sit in the middle anymore. Our marketing is a lot more polarizing. It’s a lot more disruptive. It’s not about checking the box, training, and things that organizations have done for years. We’re bringing our clients up a level to make a difference in their organization and engagement in the world.

I know it sounds a little preachy and I get like that when you get me on a roll. At the same time, it’s important because work and engagement in these companies have shifted so much that you can’t just sit and say, oh yeah, everything’s fine. We’ll do another zoom meeting. That doesn’t work. So our marketing is a lot more polarizing.

[00:21:35] Toby Younis: Very good. Thank you, Barbra. Jen?

[00:21:38] Jen McFarland: I would say that it comes down to two things. This is a reflection of not only my own marketing but what I share with my clients as well. It comes down to consistency and listening; listening to clients, and listening to what you know inside.

Sometimes we’re not our own best customers, whether it’s in marketing or anything else. So listening, and then being consistent. If you say something on Facebook, it better be on your Google business profile and your website. All of the messaging, how you treat your clients, how you message to people that you don’t know for leads, all need to be consistent and uniform.

That’s the goal for myself and in my work with clients.

[00:22:22] Toby Younis: Ty, how is 2022 going to affect your marketing plans?

[00:22:35] Ty Belknap: I’m going to go a little bit against the flow. There are a lot of people who are talking about doing the same and doing more and Tim talked about content marketing. I’m a big content marketer myself. But when you’ve got a website where all the major web pages already have 2000 to 3000 words, and they’re all done correctly, then what are you not doing?

I might have a client who has a great content website, but they have no backlinks coming back to their sites. Or we might have a client that has an amazing social media site, tons of Facebook lives, but they’ve never moved them to YouTube.

So what are you not doing that you can start doing? Even if it doesn’t work, we know the stuff that doesn’t work teaches us more than the stuff that does work. That’s why we started this last year with our clients. We started looking at what are we not doing that we could be doing?

[00:23:31] Toby Younis: I think that’s excellent.

I’m going to post a question from my oldest son, Jason, who’s watching us today. He’s quite a marketeer himself. He’s an artist, so he has to be good at that. His question is, Given content is air if you’re an old-school manufacturer how do you take advantage of the new digital content marketing model?

Tim, let’s go back to you since you brought up content is air.

[00:24:37] Tim Fitzpatrick: It depends because you need to understand as a manufacturer who are your ideal clients? Every day from a marketing standpoint starts with your ideal clients. If you don’t understand that you are going to have no idea what the hell you need to do.

So you’ve got to first understand who those ideal clients are and understand the customer journey that they have. That’s the time they think about buying from you as a manufacturer all the way through buying and doing repeat and referral business. When you understand what that journey is, who they are, what’s important to them, then you can start to identify types of content that you need to create to pull them through that journey. You can create content for each stage of the customer journey, but you can’t do that until you first understand what the journey is.

[00:25:47] Jen McFarland: I totally agree Tim, because fundamentally good content, or search engine optimization, getting found on Google, is really about answering customers’ questions. If you’re not answering the questions that they’re asking, and you’re not in the places where they are, then no marketing consultant in the world is going to be able to help you.

We are not mind readers. We can take a best guess based on what happens in manufacturing, but part of this is about the work that you do around your specific people. We’re here to help you facilitate that in the best way we can.

[00:26:23] Toby Younis: Since I know Jason and what he does, I’m going to add another dimension. He has three product lines. He produces art and he sells art, but he also sells tools and he also sells training. So it’s this well-rounded approach to what he’s doing. Barbra, what do you do to take advantage of the new digital content market?

[00:26:46] Barbra Portzline: It is about your ideal client. It’s about their psychographics, demographics, and what keeps them up at night? Where do they hang out? What do you know? Are they waking up in the middle of the night saying, oh my God, I need a piece of art, or are they saying, oh my God, I need tools? Or this training that I’ve taken can take me to the next level?

People usually buy something they want, not necessarily what they need, or they have a problem that you can solve. So figure out what that is.

In our company, we use something called the conversion equation for marketing. The first thing is a headline that interrupts people in their tracks. So once you know the ideal client and what is keeping them up at night you can write that headline. For me it would be, are you tired of posting on social media with no results? That’s a headline that might stop me.

Then we do a sub-headline that engages. What if I told you I had a process that every time you put something on social media your ideal client would raise their hand? Okay. Now I’m engaged. Then it would go into something that educates, my four-step process, my proprietary process. Then an irresistible offer.

It’s four pieces, a headline that stops people in their tracks, a sub-headline that engages, something that educates and shows why you’re different, why you’re better. Whether that is your tools, your training, or whatever. Then an irresistible offer that has no obligation. Not get on a call with me and I’ll tell you about all my junk. No one wants to hear that. Something that they can download, something that they find valuable. That’s where I would start once you’re clear on your ideal client.

[00:28:30] Toby Younis: Ty, anything to add?

[00:28:35] Ty Belknap: Not really to add to that fantastic job, but maybe just another way of thinking about it. I tell my clients this when I’m coaching them: sell the sizzle.

You think about it, you’ve got that hot barbecue, and you just put it on there and you can hear that sizzle and you can start to smell the smell. But is that smell meat or is it vegetables? If you don’t know your ideal client, you might be selling meat to vegetarians. That’s why it’s so important to know your ideal client.

[00:29:03] DJ Heckes: I would take it a little further. Jason, you’re young and I’m sure you know technology. When you say old manufacturer, I assume you’ve been in business a long time. A lot of times we have to look at our business in a rebirth “baby eyes” position.

When you’re looking at that differentiator of what you do, what certifications do you have? How are you funneling on your website? Are you doing email marketing campaigns or ad campaigns? Are you doing A/B testing to find the right audience? When I’m doing my marketing outreach, I always say you want to be deep and narrow, you don’t want to be wide and shallow. So really narrow down and you might even have two or three different personas to go after with different messages on your testing.

[00:29:51] Toby Younis: Thank you. Matt, anything to add?

[00:29:55] Matthew O’Brien: I think the question is a little misleading because one of those businesses is not an old-school manufacturer. It’s a very new model called selling content in courses online. That’s a completely different beast and shouldn’t be grouped in there at all. Maybe a reference to it, but that’s a completely different business.

The artwork seems to be a social play with micro-influencers and potentially some pay-per-click to just test the waters and see what people think about your art and who the audience is. Sometimes we as marketers think we can figure out who your audience is, but art is a funky thing. You’re going to probably have to go wide funnel before you can build narrow, so a lot of failure hacking is needed to find your audience.

[00:30:54] Toby Younis: I should point out that when Jason uses the word old school manufacturer, his art is metalwork and he does everything by hand. When he does have classes, they’re person-to-person classes. They meet in locations such as a beautiful location that I filmed for him once at the old San Ysidro church. What’s amazing about this work is you walk in and they’re all pounding the hammers on the metal and you hear that sound. If I ever go to visit him at a show or a museum where he’s doing his work, all I have to do is follow the sound of the hammering.

The work that he does is based on the Spanish Colonial Art Society which goes back to the 1500s. He and my daughter are members of the Spanish Colonial Arts Society, both artists.

[00:32:01] Ty Belknap: I’ve worked with several painter artists and the big thing they always want to do is galleries of their work. Of course, you want to do that because their artwork is amazing. How you can take advantage of the digital content marketing model is when you do things like that, whether it might be metalwork, painting, or whatever, is also use words to discuss and describe the work. Google doesn’t index a picture or video and Google doesn’t even do the audio out of a video yet. So doing the writing is extremely important, even if you’re just writing a description of the work.

[00:32:44] Toby Younis: The search engines index title, description, and tags. You have 180 characters for your title. You have in some cases up to 4,000 characters for your description and probably the first 13 tags are going to be useful for you. So that’s another way to use it. All right, Jason, thank you very much for that question. Thank you for joining us today. I look forward to seeing you and my grandchildren sometime soon.

Let’s get onto the next question and this has to do with an area of our industry that I have a real love/hate relationship with and that is social media. All the varieties of social media. On the love side, I love the scheduling component of social media platforms like YouTube. On the other side, I hate the social media platforms that use the equivalent of a newsfeed. If you’re not there at the point that it’s passing on your newsfeed, it just gets lost in neverland.

I wanted to ask this question in a way that allowed our panelists the opportunity to express their true emotions on this matter. Starting with you, Matthew, what is the good and the bad of social media and social media marketing?

[00:34:32] Matthew O’Brien: It can be a black hole and a huge time suck with zero results to show for it. Most businesses approach Mint Social because they think they need social media and it’s a peer pressure thing.

I look at social media as a component of the syndication model. You have content and you’re going to deliver it to where people are online. Social media is a great place to syndicate to, but ultimately you want to interrupt people and bring them back.

I think the positive thing with social media these days, unfortunately, is paid advertising. You can test the waters and find a very narrow niche audience and not spend a lot of money. Places like Facebook give you all the data, not as much as we used to get last year, but we do get a lot and it’s a great place to test the waters with a small ad budget.

It will tell you who cares and it will give you an idea of who you should leave focusing on attracting. We’re going to hit our networks and we’re going to throw it out there. It can be messy. But the publishing platforms use a lot of tools to automate life and that’s when social media gets fun.

Step back, get ahead of the flurry, and then focus on more important revenue-generating opportunities. With social media, you may find the vein, but it’s pay-for-play these days unless you’ve been smart with building a massive audience. Still, clients that reach hundreds of thousands aren’t getting the action without putting a little dollar behind it.

[00:36:26] Toby Younis: Thank you, Matt. Tim, what are the good and bad of social media and social media marketing?

[00:36:32] Tim Fitzpatrick: I’ll start with the bad. I think there are still a lot of business owners who are unrealistic about what needs to happen on social media. They think we’re just going to post our stuff and we’re going to be good, right? It’s social. It’s not a one-sided conversation. I think a lot more people need to focus on the social side of it and start to interact. That is how I think most of us can benefit from using social media for our business.

The good? I still think there’s a ton of opportunity. As Matt touched on, I think in a lot of channels, it has become pay-to-play, but I still think there are plenty of ways to generate business without pain on social media. We just need to have a plan and we need to work that plan.

Know that the plan you start with is not the plan you’re going to end with. You’re going to have to make course corrections and modifications along the way.

[00:37:32] Toby Younis: Jen, I know you have some thoughts on this matter.

[00:37:56] Jen McFarland: I do. Not all social media is created equally. Pinterest and YouTube are more search engines than they are social media. So I’m engaged in places where you can get a little more bang for your buck than Facebook. Ignites Social did research and they found that the average Facebook post gets 2% organic reach now. It’s so low that you have to focus on other platforms.

People have said you must pay-to-play, but you can still have meaningful engagement and meaningful relationship building if it’s authentic and you’re not just spamming people in DMs and asking them to buy from you without ever meeting you. So whoever’s teaching that, stop teaching people that, because it just doesn’t work. That’s the bad and the ugly of social media.

The good part is that you can build genuine relationships but you don’t own your social media followers. So you need to bring them to your platform, get them on your email list so you can engage with them in a more captive audience sort of way.

[00:39:05] Ty Belknap: I’m glad you asked this question because I just had a client two, three days ago who was so excited because they got a new client from social media. They were just so happy about it. I was talking to them about it and I had to ask, so on average, how many do you get per month or week from social media? This is the first client they ever got from all social media. They’ve been spending up to two hours a day on social media for six months. It’s a time suck. You’ve got to be very careful and look at the return on investment.

I like what Matt said and I’m going to agree with Matt a hundred percent. I love social media for demographics because you can do an ad that costs $10, $20, or $30 at the most and you’ll find out who that ad appeals to. I do that on Facebook and YouTube. YouTube is a great venue for video ads and it’s cheap to do them right now. I use Facebook and YouTube just for the demographics.

Before Facebook and social media came out, it could cost thousands or tens of thousands of dollars to get this information. I can get it for pennies on the dollar now.

[00:40:16] Toby Younis: Thank you, Ty. DJ?

[00:40:19] DJ Heckes: I just finished my digital marketing expert certification to get up to date on Facebook. I’m a little irritated because they cap you out at 5,000 followers unless you want to be an author. I am an author, but I already have too many accounts. I don’t want to establish a new account. I don’t like any social media that limits what you can do in your reach.

LinkedIn, I use for my EXHIB-IT business, and believe it or not, I do get business and I am not a hunter. I hate it when some stranger says, will you connect? I’ll make sure we have a lot of commonalities and when they connect with me they start hard-selling me. That turns me off as a CEO. So I don’t do that to other people. I like to think of showing up to a dinner party and bringing a gift to the table. What are you going to give them? What kind of information do you give away for free so you can entice them to come to you? That’s what I believe about LinkedIn.

On Facebook, I use it for a different avenue. I host an annual event for about a thousand attendees and a hundred exhibitors. I use Facebook for paid advertisements. I have a budget going on right now, $175 a week. It starts this week and I’m doing the A/B testing on the design and the messaging. I’ll track all the demographics and figure out the wide and the narrow.

[00:41:40] Toby Younis: That’s a good way to do it. Although I have a very odd relationship with social media, I’m with you to say it’s great for advertising and advertising is great for collecting demographic data. We have had an occasional indication of interest from our advertising, but mostly I just use it for demographic data as the others do. Secondly, it can be a time suck, you have to avoid letting yourself turn into a social media zombie. But I learned that scrolling and posting on Facebook is not the same as prospecting. It’s a far reach end of marketing. It’s not engaging interactively with clients.

My good friend, Kristie, who is an administrator at a college we’ve done some work for has a question. Kristie says You said, “focus customers on what they are not doing.” How do you get customers comfortable with the change and new areas to tangent to, pivot to, when change is so difficult for many?

[00:43:00] Ty Belknap: That’s an excellent question. Change is tough, but if there’s anything we’ve learned in the last two years, change is also inevitable. You have to change. I talk to my clients about this. As soon as they say I’m comfortable doing something, that’s when I tell them we’ve got to look at something else. Because when you’re uncomfortable doing something is generally when you have the best growth. It’s when you’re doing something outside of your comfort zone.

My comfort zone is sitting on my couch and watching movies, but I don’t make a lot of money doing that. It is difficult, but it’s something I think as business owners we need to do. Because if we’re not growing, we’re dying. There’s no such thing as being stagnant.

[00:46:00] DJ Heckes: I run across this all the time because when you’re dealing with businesses on all facets, small, medium, and nationally, you hear them say I know what I’m doing at trade shows, but I’m not getting leads. I don’t understand because I’m doing everything the right way.

You’ve got to think differently and you’ve got to find your why. I always ask people, what is your why in business? Let’s figure this out and let’s figure out how to change the mindset, but get buy-in from the team. Because if you don’t have buy-in from the whole company, it doesn’t matter if one person wants to change if the other people don’t.

I always say look at marketing with “baby eyes.” Look at your business. Usually, when they hire an expert, someone like us on the panel, we come in with “baby eyes,” and if we establish that credibility and we can show authenticity and that we’re not just in it for money, that we’re in it because we want to make a difference for their business, that’s when I find people will change.

[00:44:40] Toby Younis: Thank you, DJ. Anyone else? Barbra?

[00:44:43] Barbra Portzline: I’m not as sweet as DJ is, but I absolutely do the same thing. First of all, I don’t recommend anything to my clients that I haven’t tried myself and that hasn’t worked for me. I don’t just read it. I don’t read at all. People know that about me. I don’t read a book. I got a Ph.D. without reading. That’s a whole other story. Anyhow, I don’t read something and then say, let’s try it. I try it myself. If it works and I’m successful and I give something a good amount of time and some of my other clients are getting results, I say to them you’re not paying me to be your friend. You’re paying me to be your strategist and to tell you how to grow your business and make more profits. If you’re not willing to do the work, then you’re not my ideal client. So it’s the same message as DJ. Although you’re much sweeter than that.

[00:45:33] Toby Younis: I don’t know, Barbra, you can be pretty sweet.

[00:45:34] Barbra Portzline: I always say it with love, get on the program or it’s not a good fit.

[00:45:43] Jen McFarland: I’d like to jump in. The one thing that I will say, every client is different. We’ve talked about mindset and if you’re not growing, you’re dying. Some people just need to see the data. You get into the weeds and say, look, everybody’s coming to your website from here. Or everybody’s reading this article. This is why you need to be doing this. For some people that’s the most effective way to handle it is to say, look, you’re already successful here. We just need more of that. That is the change sometimes. It’s a small tweak. It doesn’t have to be flipping everything on its head.

Sometimes it’s small things that can lead to the biggest results.

[00:46:24] Tim Fitzpatrick: I was just gonna bring up the quote and I can’t remember where the heck it came from, but the definition of insanity is doing the same thing over and over again, expecting different results.

So if you’re not happy with where you’re at, you have no choice but to change. You have to do things differently. Hopefully, that helps somebody if you’re having a hard time changing. Because if you want things to be different, you have no choice but to change.

[00:46:47] Toby Younis: The quote was once attributed to Einstein. The bad news is I checked and it wasn’t him. I still don’t know who it is.

I will add to this. I am as of the day before yesterday, 73 years old. It is really difficult, especially for a type-A personality who has spent his career in technology and marketing, to teach an old dog new tricks.

But if there’s anything that I’ve learned from my business partner, Shelley, is that flexibility, adaptability, resilience, pivoting quickly is the best strategy. She is ready to do the next big thing and not repeat the same attacks over and over again. A classic example of that is we spent nearly 10 years in a treasure hunt that we based a YouTube channel on and on June 6th, 2020, that treasure was found. I went into the five stages of grief. The next day she called me and said, I have what we’re going to do next. That was after a 10-year-long investment on my part. She was ready to go with something new. Within a month and a half, we had written a book and began marketing the book and marketing ourselves.

She is good at recognizing the need to pivot and helping me get through it. So what I’ve learned from that is how to help our clients get through it because a lot of our clients are what we call encore entrepreneurs. They’re old dogs like me, and it’s hard to teach them new tricks and what she has mastered, and what she’s teaching me is how to help them get through that because there’s nothing to fear.

There is nothing to fear in digital marketing. There is nothing to fear in the use of new technologies like livestreaming. Perfectly painless. When you’re live streaming like this, people ask us what if you make a mistake? The answer is then we make a mistake because we’re live and it happens.

Sometimes I go off onto rants that are more than just a mistake. They’re probably like, whoa, he didn’t have to do that. But I’ve learned that resilience, adaptability, flexibility, and all those other synonyms that go with that word are key to your success. You have to be ready for what’s next.

There was a point in my career when we were measuring the evolution of technology by how long it took to produce the next size microchip and at the time it was Moore’s law every 14 months. We realized that we could expect that what we did was going to be impacted by that very simple technological change.

What I’ve learned over the past couple of years is that we live in a place where we don’t get a lot of natural disasters. We don’t have hurricanes, we don’t have tornadoes. We don’t have floods. We’re very fortunate that on our worst day the wind blows at 40 miles an hour.

But what the pandemic taught us is that there are kinds of natural disasters that are far-reaching and more impactful. Even though you may not experience a hurricane, a tornado, or a flood, you’re going to experience these natural disasters. If you’re not prepared with your level of flexibility and resilience to deal with them and make the pivot, you’re going to get caught in them.

This old dog learned resiliency, adaptability, and the willingness to make a pivot to what the next best thing is. You have to deal with the fact that you can’t continue to make the same mistake. That’s insane. So you may have to pivot once a month for six months before you find something comfortable for you.

I’m going to ask this next question in a lightning round because we only have about six minutes left in the program. The lightning round is what’s the one piece of advice that you would give to our audience for them to deal with the coming year? Jen, I’m going to start with you. What’s the one bit of advice that you would give to our audience so that they can deal with 2022, from a digital marketing perspective?

[00:51:21] Jen McFarland: It’s to have strategic alignment in terms of what it is that you’re offering, what it is that your people are doing. Make sure everybody is rowing in the same direction, and then understand that your marketing is the infrastructure around that.

You can use all the techie tools. You can do so many different things, but it matters most what happens when they get to you and your platform and that it’s all consistent. You can have the greatest marketing in the world, but if it’s a bad customer experience when they arrive at your door, that’s the biggest problem of all.

Pay attention to your goals, and have strategic alignment in everything that you do.

[00:52:00] Toby Younis: Ty, what’s the one bit of advice that you’d give to the audience?

[00:52:06] Ty Belknap: I’m going to repeat what I already said, look at what you’re not doing. It’s going to be tough. It’s going to be stressful. It’s going to be a stretch, but even if it doesn’t work, you’re going to learn something from it. So just look at what you’re not doing and think about doing it.

[00:52:22] DJ Heckes: Establish your goals and objectives with strategic alignment, but have your core values and your infrastructure in place. Because when the customer is ready to come back and look at you for business, they need that personalization and to know that your walk is your talk.

[00:52:38] Toby Younis: Matt?

[00:52:44] Matthew O’Brien: Pick your top two or three competitors and do a deep dive into what they’re doing online. Start testing out what they’re doing and what they’re not doing, because this is going to give you a roadmap. If you want to dominate your space, you’ve got to do what you’re not doing. Typically your competitors, because they’re probably ahead of you, are doing the things that you’re not doing.

[00:53:10] Toby Younis: Thank you. Tim?

[00:53:12] Tim Fitzpatrick: Have a marketing plan. If you don’t, you will not understand your priorities and you will be like a squirrel chasing a nut because a new tactic and a new guru say “you need to do this!” every damn day or week.

So have a plan.

[00:53:27] Toby Younis: Barbra?

[00:53:33] Barbra Portzline: Focus on giving value that comes from the heart.

[00:53:36] Toby Younis: Tell people where they can find you on the internet and if you have any downloads that they can get, a call to action of some kind, share that with them as well.

[00:54:05] Jen McFarland: My website is and you can find all kinds of blogs, videos, and tools there. I’m most active on social media on LinkedIn. I also have a YouTube channel with a lot there. If you are interested in a whole bunch of different marketing resources, you can go to, and that will get you into all the free stuff.

Thank you so much for having me. I really appreciated everybody here today. This was great.

[00:54:37] Toby Younis: We are glad that you are here. Barbra?

[00:54:40] Barbra Portzline: You can get in touch with me at I do have something called Profit Acceleration Simulator, which shows if you make small changes in your marketing, how it can increase your profit and that is at

[00:55:00] Toby Younis: Tim?

[00:55:13] Tim Fitzpatrick: The best place to find me is our website, Realto So it’s

If you’re struggling, you’re not sure what the next step is for your marketing and you need some clarity, just hit the get a free consult button on that homepage and I’ll be happy to chat with you. I’ll help you outline what those next steps should be to get where you want to go.

[00:55:35] Toby Younis: Thank you. Matt?

[00:55:38] Matthew O’Brien: People can reach out to me through my website, We have three tools, social, local, and mobile, which are usually three good places to analyze how well you’re doing. We’ll do free audits for you and come back with a game plan. You can work with us or not, but they’ll definitely give you a roadmap to your priorities in 2022.

[00:56:05] DJ Heckes: You could go to I write a blog every week on marketing tips and offer a lot of educational tools. Also under resources on the website, you’ll find free white papers to give you some education on why you should consider face-to-face shows and how to get an ROI and an ROR, which I think is more important. ROR is Return on Relationships built at face-to-face events.

[00:56:35] Ty Belknap: Our website is Always remember the cornerstone of all of your marketing has to be your website, but your website, isn’t going to do anything if the search engines don’t like it. Go to and download the workbook Is Your Website Search Engine Friendly?

[00:56:57] Toby Younis: Thank you. I do want to note this comment from my son, Jason, who says, thanks to the panel for the exceptional information and I agree 100%. I want to thank the panel for joining us today. I want to especially thank Jen for acting in Shelley’s stead. Shelley, we missed you and we know you could have made wonderful contributions to today’s conversation.

We plan on having panels in the future. Usually the first week of every month, or maybe the first week of every quarter, in addition to our regular programming. So if you in the audience have some ideas about what kind of panel you’d like to see in the realm of digital marketing, please send an email to

I am so grateful that you’ve joined us today. You were an outstanding panel, very informative and I loved being the moderator on it because I didn’t have to do any serious thought, just ask questions of you and let you think it out for us with excellent information. We look forward to having you on future panels. 

Matthew O’Brien, Chief Executive Officer, MINT Social

Matthew has worked for and with Fortune 500 businesses and has built companies from the start-up stage to exit strategy. He recently helped develop a content marketing engine to bridge the gap between search, social, and mobile marketing to maximize the visibility, relevancy, and predictive success for growing online businesses.

DJ Heckes, Owner & CEO, EXHIB-IT Visual Concepts!

Avid Connector, Digital Marketer, and National Speaker on Leadership and Marketing. Author: Full BRAIN Marketing for the Small Business and The NOISE Behind Business – How to Make Tradeshows Work!

Jen McFarland, Founder, Women Conquer Business

Jen McFarland is a content creator disguised as a marketing technology consultant with over 25 years in the field.

Dr. Ty Belknap, CEO, Port Bell SEO

Dr. Ty has been helping customers get to the top of the search engines and get more clients for over 20 years. He has been doing Search Engine Optimization since before it was called SEO.

Dr. Barbra Portzline, President & Chief Organizational Intuitive, Organizational Rebel® LLC

Dr. Barbra helps business owners streamline processes, practices, and promotions so they have more time freedom.

Tim Fitzpatrick, Rialto Marketing

Tim is an entrepreneur/business owner with expertise in marketing and business growth. He has 20+ years of entrepreneurial experience with a passion for developing and growing businesses.

Links in this episode:

Shelley and Toby

Tim Fitzpatrick

Jen McFarland

Barbara Portzline

Matthew O’Brien

DJ Heckes

Ty Belknap