『Internet and Marketing Pioneer Mike Stewart Shares Strategies』のカバーアート

Internet and Marketing Pioneer Mike Stewart Shares Strategies

Internet and Marketing Pioneer Mike Stewart Shares Strategies

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10月19日まで。※適用条件あり
Bill Lampton: Hi there, welcome to The Biz Communication Show. I’m your host, Bill Lampton, the Biz Communication Guy, in our eighth year of hosting The Biz Communication Show. It’s not just my communication tips and strategies that I share with you, but I bring on expert guests who will give us their tips and strategies. And today, coming to us from Nashville, Tennessee, Mike Stewart. Mike and I met at the Georgia Chapter of the National Speakers Association in 1996, and I’ve been a client of his marketing and internet skills ever since. Mike is a songwriter, publisher, and film composer who has played on hit records as a session musician, owned a successful recording studio, played keyboards, guitar, and bass, and written music all his adult life. In fact, he’s a full-time music biz songwriter. I guess we’ll have to say that Mike got a lot of talent that I didn’t music-wise. In 1996, Mike Stewart discovered the power of audio and video marketing with the internet and proceeded to become known worldwide as the “Internet Audio and Video Guy,” making success selling trainings, music, and production hardware. And there’s so much more I could say about him, but I will say that he’s helped many hundreds of clients, including me, learn tools like YouTube, blogging, Facebook, PPC, podcasting, and a whole lot more. Mike’s own statement about his service is: “I want to help those willing to have an open mind about the music biz internet that I passionately love and embrace.” So it’s both a personal and professional privilege to welcome Mike Stewart to The Biz Communication Show. Hello, Mike. Mike Stewart: Hello, Bill. It’s an honor always, and I just want to deliver some good information that’ll help your audience. Bill Lampton: I know that you do that, and you’ve been doing it since the late mid or middle 1990s when I met you. And you’ve done that globally. I’ve been the beneficiary of your marketing and internet strategies. One major question I believe that people would want to have you respond to: let’s take a business professional who wants to market his or her services and do it via the internet, because that’s the way we are going to get to the most people and do it effectively. What would you say are some of the major guidelines and tips? What do you say to a client who comes to you and tells you, “Mike, I need to get a much wider audience, and I need to get more clients, and I need to get more income, and I’ve heard you’re the guy who can do that.” So, what are the next steps, Mike? Mike Stewart: Well, I think one of the things that a lot of people get confused about the internet and the principles of the internet is they don’t break it down into the really bottom-line basics. There’s two things that marketers know matter, and it’s called traffic and conversion. You’d be surprised how many people are confused by those two terms, but traffic is the people, your targeted audience, finding you. If somebody finds you and they’re not interested in you, that’s still traffic. But what you want is targeted traffic—people who would have an interest in the services and products that you provide that solve problems for them. And then conversion is when they find content that you’ve created, whether it be a website, a website page, or what I’m an advocate of: blogging and podcasting. Because what do those pieces of content do? They build relationships that prove to people that you’re the authority and that you have the solution to their problem. So, you have to learn to get traffic, and you have to learn to make conversion information. What is conversion information? That’s somebody that watches, listens, reads something from you, and then they’re convinced beyond a shadow of a doubt that you have a product or service that will solve their problem. If that ever doesn’t get connected, I call it cognitive dissonance. They don’t understand why they need you, so they don’t want you. And you’ve got to dumb it down and make it so simple. A lot of websites out there talk about themselves, but they don’t talk about what’s in it for the end user. So you always have to think about your marketing: “What problems do I solve, and what’s in it for my customer if they hire me?” And so, there’s only three ways to get found or three ways to get traffic. I call it get found on the internet—that’s traffic. In fact, I love the story: my friend Ray Stevens up here in Nashville, he was the inspiration why I moved to Nashville, he said, “Mike, why in God’s name would I put my music on YouTube?” And I said, “Ray, for traffic.” And he says, “Oh, I don’t want traffic. Have you ever driven around here?” And I said, “No, Ray, it’s not cars on the highway. It’s people on the internet who find your content and respond to it.” And he went, “Oh.” And then, of course, after my consulting, he built a whole new audience on ...
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