Category Archives: Marketing

Ep. 151 – Why Content Marketing Matters

Posted on by

Podcast: Play in new window | Download

SIBP-Blog-NEW-3What is it about content marketing that makes it so compelling and effective? Is it purely a function of the way we consume media, or is there a generational shift at work? And what does it mean for how customers relate to brands?

In today’s episode of the Success In Business podcast, host and coach Tom Ryan answers some of these questions using both the hard data about how it works, and the deeper common knowledge about the effectiveness of storytelling. As always, Tom is joined in this discussion by co-host and producer Jason Pyles. Continue reading →

Ep. 150 – What Is Content Marketing?

Posted on by

Podcast: Play in new window | Download

SIBP-Blog-NEW-1The way businesses connect with customers is constantly changing. There’s no better example of this than the current move towards using “content marketing” to reach those customers directly. Content marketing is a big deal, particularly in a world where social media has become a primary marketing channel, but is it really that different from traditional marketing and advertising?

As host and business coach Tom Ryan explains, “If you don’t get onboard the content marketing train, you’re going to be left at the station.” As always, Tom is joined in this discussion by co-host and producer Jason Pyles. Continue reading →

Ep. 123 – The Business Power Pitch Deconstructed: Part 7 – Go to Market

Posted on by

Podcast: Play in new window | Download

SIBP-Blog-NEW-4One of the biggest places founders stumble during the pitch is in establishing the size and scope of their market. They either think too big, or they don’t think big enough. Nailing down the best estimate for the size of an opportunity, and demonstrating that you have what it takes to capture that opportunity, is the cornerstone to building a convincing “go to market” strategy.

In this episode, host and business coach Tom Ryan talks about the common mistakes entrepreneurs make as they determine their potential market size, and their misconceptions about their ability to reach that market. As always, Tom is joined by producer and co-host Jason Pyles. Continue reading →

Ep. 049 – What Is Required to Sell and How Much Will It Cost?

Posted on by

Podcast: Play in new window | Download

350x350-4The more you understand the economics of your business, the more options you have for controlling your growth and profits. While every company is different, the basic economics of business are universal.

In this episode, host Tom Ryan dissects customer acquisition costs, and explains the most common ongoing expenses. As always, Tom is joined by co-host Jason Pyles. Continue reading →

Ep. 048 – Sales Channels: Where Will You Reach Your Customers?

Posted on by

Podcast: Play in new window | Download

350x350-3Every successful business is defined by its sales channels. From small-scale home business selling directly to customers to a complex B2B company with a huge variety of products and services, every dollar earned has to flow in from somewhere.

In this episode, host Tom Ryan explores the basic structure of a sales channel. From understanding your customers and developing a value proposition to explaining the fundamental differences between direct and indirect sales, Tom covers a huge range of topics in this podcast. He’s joined by co-host Jason Pyles, host of the Horror Movie Podcast. Continue reading →

Ep. 042 – Consultation With Pam, Part 5: Putting It All Together

Posted on by

Podcast: Play in new window | Download

300x300In this episode, Tom concludes his one-on-one consultation with author and burgeoning entrepreneur Pam. As an author without an established following, what’s the best use of Pam’s time and effort? Should she reach out to publishers directly, or should she invest her resources in building an audience through other channels, such as ebooks and blogs?

Tom and co-host Jason Pyles explore this topic with Pam, and tie up a few loose threads from earlier in the conversation. Continue reading →

Ep. 041 – Consultation With Pam, Part 4: How to Tell Your Story

Posted on by

Podcast: Play in new window | Download

350x350In this episode, Tom continues his one-on-one consultation with author and burgeoning entrepreneur Pam. This is part four in a five-part series discussing Pam’s efforts to turn her passion for writing into a full-time business.

Tom is joined by fellow podcaster Jason Pyles as they explore Pam’s professional goals, including the importance of sexual abuse advocacy in her writing, and her challenges in preparing a book proposal for publishers. Continue reading →

Ep. 040 – Consultation With Pam, Part 3: Sharing Content One Day at a Time

Posted on by

Podcast: Play in new window | Download

350x350-2Welcome to Episode 040 of the Success in Business Podcast with your host, Tom Ryan. This episode is the third portion of a five-part series where Tom coaches Pam the author about marketing her book and her business ideas.

The broad scope of this show consists of Tom teaching Pam the author how to accomplish her mission of inspiring survivors of abuse by sharing her thoughts and experiences in small, daily doses.

But more specifically, Jason and Tom talk to Pam about the benefits of writing a daily blog to help further her cause through multiple channels. Then Tom chats with Pam about accomplishing what he calls a “big, hairy, audacious goal.” Next Tom talks about how the seed of an idea begins to grow into additional aspects and extensions of your business. Continue reading →

Ep. 039 – Consultation With Pam, Part 2: Polling Your Target Audience

Posted on by

Podcast: Play in new window | Download

350x350-3Hello again, and welcome to Episode 039 of the Success in Business Podcast with your host, Tom Ryan. This episode is the second portion of a five-part series where Tom coaches Pam the author about marketing her book and her entrepreneurial endeavors.

Tom discusses how Pam can get feedback from her target audience by simply polling them and asking for their opinions. Then Pam shares some passionate opinions about her feelings on the punishments handed down to individuals who are convicted of child abuse.

And Tom talks to Pam about how there is an advocacy angle to her business. Tom explains that Pam’s approach toward reform with the judicial system might be more effectively handled indirectly through raising awareness rather than a direct approach. Continue reading →

Ep. 038 – Consultation With Pam, Part 1: Defining Your Target Market

Posted on by

Podcast: Play in new window | Download

350x350-4Welcome to the Success in Business Podcast, Episode 038. This show is Part 1 of 5 episodes titled “An Entrepreneur Consultation With Pam the Author.” These next five podcast episodes constitute a series that is derived from one, full-length, sit-down consultation that your host, Tom Ryan, had with an author named Pam.

In this first part, Tom asks Pam to explain the inspiration for starting a business with her art and her writing. Pam mentions that a book called “The Courage to Heal” inspired her to want to write her own book about her life experiences in hopes of helping other people who have endured a similar ordeal.

Tom also talks to Pam about identifying the various objectives that she has for her book, and he describes how useful it can be for an entrepreneur to express his or her purpose aloud.

Next Tom places Pam’s goals for her book into a business context. He discusses the importance of identifying who Pam’s market will be for her book. Then Tom talks about finding out more about the people who make up Pam’s target market. Continue reading →