April 9, 2025 • 24 mins
In this episode of Digital Coffee Marketing Brew, host Brett Deser talks to Angela Frank, a fractional CMO and founder of the Growth Directive, about the future trends in marketing. Angela discusses the impact of AI on search results, data analytics, and content creation, while also emphasizing the importance of maintaining a human element in marketing copy. They delve into influencer marketing, emerging marketing technologies, and the convergence of traditional and digital marketing. Angela also highlights the significance of small business owners focusing on foundational marketing strategies for long-term success.
💡 Guest bio
Angela Frank is a forward-thinking strategist and advisor with a keen interest in the evolving role of AI in digital marketing. She is particularly focused on the transformative impact that AI will have on search engines like Google, predicting a future where users receive comprehensive answers directly from the search page. To prepare for this shift, Angela is actively advising her clients to develop robust social strategies that can adapt to the changing landscape. Additionally, she champions the use of AI tools, such as Descript in podcasting, to streamline content creation and maximize the reach of long-form content through diversified social media assets. Angela's insights and guidance aim to help individuals and businesses stay ahead of the curve in a rapidly advancing digital world.
🔑 Key Themes
- Fundamentals of Marketing
- Future Marketing Trends
- Role of AI in Marketing
- Data Privacy and Security
- Evolution of Content Strategy
- Influencer and Personal Branding
- Small Business Marketing Strategies
🌟 3 Fun Facts
- Angela Frank enjoys a high-quality cup of coffee each morning and prefers doing a pour-over using a V60.
- Angela uses AI tools like Descript for podcasting and shared tools she likes, such as OpusClips and Manuvo, to manage her content more efficiently.
- Angela believes in the marketing mantra of "doing less to produce more results" for small business owners—focusing only on strategies that truly drive growth.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Angela Frank (00:00):
The fundamentals of marketing have not changed
(00:03):
since marketing became a thing.
It's still all about talking to theright people, sharing the value that
your offer creates for the prospect, andthen bringing people into your systems.
Brett (00:27):
Mm, that's good.
And welcome to a new episode ofDigital Coffee Marketing Brew,
and I'm your host, Brett Deser.
You could please subscribe to thispodcast on all your favorite podcasting
apps like this, help with the rankings,and let me know how I am doing.
This week we're gonna be talking about thefuture or just future trends of marketing
(00:50):
because I think it's actually a reallygood thing to talk about the next decade.
Since we're still in the midst ofai, we really don't know what's
gonna be going on with that, andeverything else has been going on.
I have Angela Frank with me, and she'sa fractional CMO with a decade long
track record of generating multimilliondollar marketing revenue for clients.
She is the founder of the GrowthDirective, a marketing consult
(01:14):
consultancy, helping brands createsustainable marketing program,
your marketing ecosystem, howbrands can market less and sell
more, helps business founders.
Owners and corporate leaderscreate straightforward and
profitable marketing strategies.
But welcome to the show, Angela.
Angela Frank (01:35):
Thank you so much for having me.
I'm excited to be here.
Brett (01:37):
Yes.
And the first question is,all my guest is, are you a.
Angela Frank (01:41):
I'm a little bit of both.
I love to have one really goodhigh quality cup of coffee in
the morning, usually specialty.
And I do a pour over with my V60 and then the rest of the day
because coffee's a little toostrong for me after that it's tea.
Brett (01:56):
And I actually understood all of that, even the V 60 part, 'cause I was a.
Former, my former life or when I wasyounger, but also for those listeners
that don't know, V 60 is basicallya system to pour over your coffee.
There's just different types ofbrands, different types of, pour
over systems to use and use the V 60.
Angela Frank (02:14):
Yep.
Brett (02:15):
All right.
And I gave a brief your expertise.
Can you give our listeners alittle bit more about what you do?
Angela Frank (02:22):
Yeah, so at the most basic level, I help small businesses
with their marketing strategy.
Part of being a small businessowner is your hands are in
so many different projects.
And so my job is to come in,create a streamlined and profitable
marketing strategy for your, setyou up for success in the long run.
Brett (02:41):
Got you.
So what are the top three marketingtrends you foresee dominating in
the next decade, and why do youbelieve they'll be significant?
Angela Frank (02:51):
Yeah, so you teased one at the beginning and that is ai.
I think that the a, the way AIwill impact future is multi-fold.
One of the things that I'm keepinga close eye on is how Google
and other search engines areimplementing AI in search results.
I think that when somebody goes toGoogle, for example, and searches
(03:14):
for something, they're gonna geteverything they need right there on the.
Page, which will have a huge impacton organic traffic in the future.
And so I'm encouraging clientsand people that I'm just advising
to build out a comprehensivesocial strategy to combat that.
The other thing that AI will doto impact marketing is create.
(03:38):
Make what you are doing a lot easier.
So one of the tools in the podcastingworld, Brett, I don't know if
you're using it, is D script.
And it's a great way to take yourcontent and create social posts
and a bunch of different assetsfrom your long form content.
And while there's still rightnow a little bit of cleanup.
(03:59):
Nice.
This is a really good example of howAI is creating a system for marketers
to tap into, to create multiple assetsfrom something that you've made once.
The third thing is to be determined howAI will implement, infrastructure and
provides you more comprehensive insights.
(04:20):
There are some tools that are just comingto the market right now that will be
able to assist you with that, but I'mreally excited for the opportunities
coming down the pipeline for AI to helpyou take your data and make sense of it.
From a small business owner perspective,that's one of the biggest pain points.
Aside from doing all of your marketingactivities is now you have all
(04:42):
this data, what do you do with it?
I think AI will be reallyuseful for that in the future.
Brett (04:46):
By the way, spoiler squad cast is part of the script, so yes,
I actually use the script becausethey're part of one subscription now.
So yeah, I don't really use it for that.
I usually marsh the filler wordsbecause it does a really good
job of getting rid of those.
But I use, I've used Opus Clips andI've used, I now use Man vo, I don't
know, I got it through App Sumo,so it was a lifetime subscription,
(05:09):
but that's what I use now.
But I get what you're saying about thecon, the event using AI is very helpful.
Angela Frank (05:17):
Yeah, I think that's really where I want to encourage people
to start thinking about using ai.
A lot of the things that peoplehave used AI for when it started,
when Chat GPT started to get reallybig was the content creation and I.
From a marketing perspective is createa connection with your prospects.
(05:38):
You're trying to create a humanconnection and build that trust.
And if you're using chat, GPT oranother AI language model to write
your copy your social posts, thatsort of thing, you're really taking
that human element out of it.
And you can tell that you'reusing AI to write these
things, and so you're actually.
Creating a negative element whenit comes to trust you're ruining
(06:01):
that trust with your brand.
Brett (06:03):
Yeah, that makes sense.
But from a one person marketingperspective, it does get a little,
like switch gears and everything.
So as a one person myself, it'seasier to let it, I'll still skim
it and see if it's actually good ornot, but it's still a little easier
just to let it do it itself because.
If I'm trying to do sevendifferent talk things, I only
(06:27):
have so much brainpower to do.
So many.
Angela Frank (06:32):
Yes, I totally understand.
I have been a soloentrepreneur for over a year.
My husband now just joined theteam to help support some of that,
the content needs that we have.
And the way that I'm using AI is tohelp with brainstorming and also.
Typing something up and I'mnot sure how to put a nice bow
(06:52):
on it for the final sentence.
I use AI to support my workflow that way.
I definitely understand from thesolo entrepreneur perspective of
wanting to use ai, and when I firstlaunched my website, it was a lot
of copywriting that I had to do.
I did use.
But I'd encourage anyone who has goneand done a lot of their things in AI to
(07:16):
go back every once in a while, look itover, make sure it's still accurate, and
try and add the human element as you'regoing, a lot of the things that we're
doing in small business as a solo entrepr.
Creating done things thatare better done than perfect.
And I totally get that.
You just wanna make sure that you'recontinuing to keep it updated over time.
Brett (07:39):
And then, moving on to like more of, because we talked about, you
talked about data a little bit, dataprivacy since yesterday we had the big
announcement that basic United States'social Security number addresses.
Everything was stolen.
So how are we gonna keepall that data and privacy?
Basically protected because it seemslike everything everywhere is being
(08:02):
hacked and you have no control overhow you can lock your things down.
So how do you actually like care aboutthe data, figure out what to use it and
but also protect it at the same time.
Angela Frank (08:15):
One of the things as a marketer is the onus is
on you to make sure that yourcustomer data is being protected.
And I think that the important thingif you are bringing that AI tool in to
support your data, is to take the personalidentifying information that PII out of
the equation, make sure you're removingnames, emails, phone numbers, all of
(08:38):
that before you feed it in and makesure that you're using AI as a way to.
Find trends in the data, not to shareinformation with an algorithm that you
don't understand how it's ultimatelygoing to use that information.
And so the way that I think that AI willhelp in that data processing is it will
(09:00):
plug into your existing dashboarding toolsthat will already have that PII removed.
And so you won't necessarily.
And then that way it can help interpretthe data and give you the takeaways.
I do not see a world where you just takeall of your customer an export of all
your customer data and give it to an AIprogram and say, okay, now tell me who my
(09:22):
best customer is, or something like that.
That's not what I'm suggesting here.
Brett (09:27):
Current models may not be able to do that, but we may be able
to do that in the distant future.
Angela Frank (09:33):
Yeah.
I think that there's quite a fewtools who are trying to actively
figure out a way where they canprovide those insights for you.
That's why it was a future prediction.
Brett (09:43):
Alright.
You talked a little bit about content, butwhat do you see for the future of content?
Is it more use of ai?
Personally, I would like to see framegenerations for video editing, so
the jump cuts don't happen anymore.
They already have that in gamingwith predicting games, future
frame generation basically.
(10:03):
So a little bit more in video editingbecause that will just help with.
Cutting up things that you mayactually wanna leave out and then
just making it look seamless.
But what do you see the futureof content evolution happening?
Angela Frank (10:18):
Yeah, so from a high level, like I mentioned, the way that
organic search will change will really.
That we will create anduse content in the future.
And so the way that I see itmost immediately is that organic
traffic will contribute to yourcontent strategy less and less.
And so what you need to do isbuild out a social content strategy
(10:39):
and then a blogging strategythat supports the content you're.
Instead of traffic coming through Google,maybe you're a pool installer and you
have a great blog post talking about allof the different things that you need
to keep in mind when you're going toget a pool installed in your backyard.
Now you can take that informationand clip it up into different social
assets and drive people throughsocial organically or through.
(11:04):
To that post instead.
So you are still getting people to yourwebsite and engaging with that content.
You may just be able to rely less onorganic search traffic in the future.
Brett (11:15):
And what do you see the role of influencers happening?
I know it, I know when influencermarketing first came out, it
was, try to get the biggest ones.
Maybe have some big ones but not.
Everybody should be your big ones.
'cause that gets expensive.
Do you see more of that evolvingwith more, I guess looking for more
niched groups so you can hit thattargeted marketing focus instead
(11:38):
of just the millions of followersand maybe you get that 1% of.
Angela Frank (11:44):
Definitely.
I love this example of influencermarketing because something that
I teach a lot about is that thefundamentals of marketing have not
changed since marketing became a thing.
It's still all about talking tothe right people, sharing the
value that your offer creates.
Prospect and then bringingpeople into your systems, you
(12:06):
can convert them into a customer.
And so taking this knowledge to influencermarketing, we are going to be able to
use influencers as a tool very muchlike we do now to get people to the
right people to learn about our product.
The offer.
That our offer solves and thengetting them into our system.
(12:27):
And I think you were spot on whenyou said that tapping into niche
markets will be an increasinglyvaluable way for marketers to do that.
I think especially as we've seen someof the slowing in the economy current.
ERs are looking for more cost effectiveways to do those three things.
(12:47):
And so by using a more niche marketer,not only will your influencer marketing
dollars go a lot further becauseyou can maybe tap into in two or
three influencers where previouslyyou would get one or really big one.
So have a improved ROI because you'retalking to the right people who care
(13:08):
about the offer that you can provide.
Brett (13:10):
Yeah, it's also probably looking at other content
besides social, like podcasting.
From the numbers, it looks like it'smore attractive than even TV ads Now
mean TV ads aren't that great anyways,but if, but there's also some stats
saying that pod load, which is basicallyhaving too many ads, is also a downside.
So there is a give and take.
(13:32):
Should marketers start to evenlook more towards podcasting?
Because podcasting as a medium, it'sgonna keep on growing for a while.
There is no sign of slowdown.
Plus social at times is alsocheaper than anything else I.
Angela Frank (13:45):
Definitely as a podcaster myself, and I know Brett,
like you can relate, we definitelywant to continue to promote.
Podcasting is a great wayto advertise your products.
When I'm working with small andmedium sized businesses, what I
always encourage is that you start.
MVPA minimum viable product, andyou take that and apply it to
(14:06):
what you're doing in marketing.
And so it's possible that podcasting couldbe a huge growth lover for your brand,
but you won't know until you test it.
And so what I would recommend isstarting with a testing budget, make
sure you're giving enough money to.
But you're not throwing all of youradvertising budget in one basket.
(14:27):
And so that advice for podcastingads is the same advice I have for
launching any new marketing channel.
I do think that podcasters have greattrust with their audience, and so it's
definitely something I would encouragetesting into and to say that it will
work for every brand or every business.
Brett (14:47):
Yeah, that's fair.
Not every channel's br for every industry.
You have to pick and choose which ones.
But if businesses are looking atpodcasting, I always recommend about
six to a years month of budget forit because podcasts, slower pace of
people eventually going over to you.
It's not gonna be quick.
It's not gonna be easy.
(15:07):
It's gonna be a slow building of theykeep on hearing your ad on that one
podcast or a few podcasts or whatever.
Angela Frank (15:14):
Definitely.
I think what you were saying aboutthat repetition is really key.
The other thing is when they'relistening to a podcast I'm usually
working out, some people are commuting,and so when you are thinking about
creating that ad, try and think aboutsomething that would be so juicy that
they would stop what they're doing.
(15:35):
They would pull over on the side ofthe highway and take action on your ad.
I think that's a great way to get alittle bit more of an immediate return
on your advertising dollars, but there'shuge benefit just in that repetition
and that brand awareness and buildingthat recognition over time as well.
So there's really two great ways that youcan utilize podcast ads for your business
Brett (16:00):
and.
Marketing.
It's always evolving.
This industry just evolves all the time.
So how can marketers cultivatea mindset of just cultivating
and staying ahead of the curve?
Because AI right now is nice toknow, but eventually it's gonna be a
demand to stay ahead of that because.
(16:21):
AI is here to stay.
It's not going anywhere.
Angela Frank (16:23):
Definitely.
I think one of the things that has alwayshelped me is to watch for a couple of
months how the landscape is evolving tosee where the big changes are happening.
Of course, if Google puts out a new.
Learn how that's goingto impact your traffic.
However, if there's a new tool orsomething that's a little bit more
(16:44):
novel that comes onto the scene,wait to see if it is being adapted.
And the reason I recommend thisagain, is mostly because I work with
small and medium-sized businesses,and so they are already focused.
Areas.
And so if you're a marketer, make surethat you're focusing on the things that
are driving growth for your business.
(17:06):
Wait to see if something looks promising,and then once you see a couple of
businesses talking about it, you can stillbe in that group of early adopters and
start testing into that channel or that.
That MVP concept that I was talking about.
And so in this way, you are focusingon what's making the best returns for
your business, but you're also stayingon that cutting edge and making sure
(17:30):
that you are not falling behind in yourmarketing career or in your business
is growth when it comes to marketing.
Brett (17:38):
What emerging marketing tags do you believe will become mainstream
in the next five to 10 years?
Angela Frank (17:42):
Yeah, I think that what is really most important is
that anything new that comes onto thescene, you're making sure that you are
bringing your core message, your coreoffer, and talking to the right people.
I.
While we might see that, for example,organic search changes in the future,
we wanna make sure that anything newthat we're doing, we're bringing the
(18:06):
core elements of marketing into that.
I think one of the things in additionto AI, is going to be the rise of the
personal brand and how we're able to tap.
These brands that are maybe biggerthan the influencer themselves, but
it will be a great marketing toolfor businesses, I think it is now,
but even more so in the near future.
(18:28):
But again, what's going to be mostimportant is how you are positioning
yourself with these new tools.
Brett (18:37):
Between traditional and digital marketing will evolve in the next
10 years because we're starting to,even email marketing, which I always
call the dinosaur of marketing fordigital, is still very viable today.
And still like getting those,placing those ads on your
doors or in the mail can still.
Revenue, TV ads still generate revenue.
(18:59):
So how do you see the, meldingor evolving of the two combined?
Angela Frank (19:04):
Yeah.
I think something really coolthat has happened in just the last
couple of years is the abilityto track offline advertising.
The way that you can trackthem in the digital world.
So things like tracking phone numbers onyour direct mail QR codes, where you can
track how many times that was scanned,unique website URLs that you have only
(19:27):
on your tv TV ads or your direct mail.
Those sort of thingswill help you determine.
On that in a way that you maybecouldn't have a few years ago.
And so I think that different businesseswill have different marketing channel
mixes that work best for them.
Meaning some, you're still gonna killit in direct mail, whereas others direct
(19:50):
mail will not work for you at all.
And you are finding thatdigital ads are really.
I think the most important thing is thatat the end of the day, you are tracking
everything that you are doing online andoff to make sure that you can attribute
success to the marketing dollars thatyou are attributing to each channel.
Brett (20:08):
And so that's like through promo codes and QR codes, if it's
the physical part of your marketing.
Obviously you can probably use the samething, but some way of tracking it.
'cause physical, unless you have aQR code or like a coupon code, it's
hard to track if it's actually worked.
Angela Frank (20:26):
Yes, definitely.
And I think that's been oneof the largest pain points in
that more traditional market.
Especially with the advent of digital,if you do a radio ad for example, it's
still pretty difficult to attributesuccess to that because you are
requiring someone to remember you,your unique coupon code, and then go to
your website when they get to whereverthey're going and then put that in.
(20:50):
But for things like directand you can use that.
That coupon code or a QR code, you canuse a special URL that's attributed
to your direct mail campaign.
But also you can use this in TV ads,things like that as well to help
attribute success to what you're doing.
Brett (21:08):
And as the founder of the growth cl direct.
You see the role of marketingconsultancies changing to
meet future business needs?
Angela Frank (21:16):
One of the reasons why I started the growth directive
is because I was working severalin-house, high level marketing roles
out of growth, that sort of thing.
And I realized that the companiesthat I was working for while
they were making between two.
Million dollars a year.
They really didn't needsomeone full-time in that role.
And I think as business ownershipcontinues to create these wealth
(21:42):
opportunities in the developed world,we will continue to see the need for.
Consultants, fractional CMOsto support these businesses.
As a small business owner, you are focusedon so many different things, like I've
mentioned, and so having somebody comein and own that strategy for you in a
(22:04):
way that grows your business without youhaving to make this huge upfront finance.
To hire someone full-time as a CMO,for example, that's going to be
at least a couple hundred thousanddollars a year commitment, if not more.
This is only going to bemore and more relevant
Brett (22:23):
as a marketing professional.
What's one emerging trendthat you would like to see hit
the mainstream in the future?
Angela Frank (22:29):
Like actually for people to focus on getting the
basics right in their business.
I think that from me, I come from a heavystartup background, and so people are
always looking for the next growth hackand things to do in their business, and
what I've noticed is that comes at theexpense of neglecting the foundation.
A solid marketing strategy.
(22:50):
And so while there are great new toolsthat are coming on the horizon, I think
making sure that you've taken and putfirst things first in your business is
what will set you up for the long run.
Brett (23:02):
Foundations for no reason at all.
So it's always good toknow the traditional.
Angela Frank (23:08):
Yeah,
Brett (23:09):
and so people are listening to this podcast.
They're wondering where can theyfind you online to learn more?
Angela Frank (23:13):
Yeah, so I have mentioned that I also host a podcast.
It's called The Growth Pod.
You can find that at growth podfm, and we chat a lot about what
we were talking about today.
Brett and other business buildingtool, you can hear from me,
but I also do interview stylepodcasts just like this one.
Brett (23:32):
All right.
Any final thoughts for listeners?
Angela Frank (23:34):
I think that as a small business owner, it's okay to
do less, and that actually producesmore results for your business.
So if you're feeling overwhelmed,let this be your permission to focus
on the things that are actuallyproducing results in your business.
Brett (23:51):
All right.
Thank you, Angela for joiningDigital Coffee Marketing Brew,
and sharing your knowledge onmarketing and the future trends.
Angela Frank (23:57):
Brett, thank you so much for having me,
Brett (23:59):
and thank you for listening.
As always, please subscribeto this podcast and all your
favorite podcasting apps.
The five Star review reallydoes help with the ranking.
I'm doing and join me next week as Italk to another great thought leader
in the PR and marketing industry.
All right, guys.
Stay safe.
Get to understanding the traditionalside of marketing, plus the future
trends plus ai, and don't do as much,do less and see you next week later.
The fundamentals of marketing have not changed
(00:03):
since marketing became a thing.
It's still all about talking to theright people, sharing the value that
your offer creates for the prospect, andthen bringing people into your systems.
Brett (00:27):
Mm, that's good.
And welcome to a new episode ofDigital Coffee Marketing Brew,
and I'm your host, Brett Deser.
You could please subscribe to thispodcast on all your favorite podcasting
apps like this, help with the rankings,and let me know how I am doing.
This week we're gonna be talking about thefuture or just future trends of marketing
(00:50):
because I think it's actually a reallygood thing to talk about the next decade.
Since we're still in the midst ofai, we really don't know what's
gonna be going on with that, andeverything else has been going on.
I have Angela Frank with me, and she'sa fractional CMO with a decade long
track record of generating multimilliondollar marketing revenue for clients.
She is the founder of the GrowthDirective, a marketing consult
(01:14):
consultancy, helping brands createsustainable marketing program,
your marketing ecosystem, howbrands can market less and sell
more, helps business founders.
Owners and corporate leaderscreate straightforward and
profitable marketing strategies.
But welcome to the show, Angela.
Angela Frank (01:35):
Thank you so much for having me.
I'm excited to be here.
Brett (01:37):
Yes.
And the first question is,all my guest is, are you a.
Angela Frank (01:41):
I'm a little bit of both.
I love to have one really goodhigh quality cup of coffee in
the morning, usually specialty.
And I do a pour over with my V60 and then the rest of the day
because coffee's a little toostrong for me after that it's tea.
Brett (01:56):
And I actually understood all of that, even the V 60 part, 'cause I was a.
Former, my former life or when I wasyounger, but also for those listeners
that don't know, V 60 is basicallya system to pour over your coffee.
There's just different types ofbrands, different types of, pour
over systems to use and use the V 60.
Angela Frank (02:14):
Yep.
Brett (02:15):
All right.
And I gave a brief your expertise.
Can you give our listeners alittle bit more about what you do?
Angela Frank (02:22):
Yeah, so at the most basic level, I help small businesses
with their marketing strategy.
Part of being a small businessowner is your hands are in
so many different projects.
And so my job is to come in,create a streamlined and profitable
marketing strategy for your, setyou up for success in the long run.
Brett (02:41):
Got you.
So what are the top three marketingtrends you foresee dominating in
the next decade, and why do youbelieve they'll be significant?
Angela Frank (02:51):
Yeah, so you teased one at the beginning and that is ai.
I think that the a, the way AIwill impact future is multi-fold.
One of the things that I'm keepinga close eye on is how Google
and other search engines areimplementing AI in search results.
I think that when somebody goes toGoogle, for example, and searches
(03:14):
for something, they're gonna geteverything they need right there on the.
Page, which will have a huge impacton organic traffic in the future.
And so I'm encouraging clientsand people that I'm just advising
to build out a comprehensivesocial strategy to combat that.
The other thing that AI will doto impact marketing is create.
(03:38):
Make what you are doing a lot easier.
So one of the tools in the podcastingworld, Brett, I don't know if
you're using it, is D script.
And it's a great way to take yourcontent and create social posts
and a bunch of different assetsfrom your long form content.
And while there's still rightnow a little bit of cleanup.
(03:59):
Nice.
This is a really good example of howAI is creating a system for marketers
to tap into, to create multiple assetsfrom something that you've made once.
The third thing is to be determined howAI will implement, infrastructure and
provides you more comprehensive insights.
(04:20):
There are some tools that are just comingto the market right now that will be
able to assist you with that, but I'mreally excited for the opportunities
coming down the pipeline for AI to helpyou take your data and make sense of it.
From a small business owner perspective,that's one of the biggest pain points.
Aside from doing all of your marketingactivities is now you have all
(04:42):
this data, what do you do with it?
I think AI will be reallyuseful for that in the future.
Brett (04:46):
By the way, spoiler squad cast is part of the script, so yes,
I actually use the script becausethey're part of one subscription now.
So yeah, I don't really use it for that.
I usually marsh the filler wordsbecause it does a really good
job of getting rid of those.
But I use, I've used Opus Clips andI've used, I now use Man vo, I don't
know, I got it through App Sumo,so it was a lifetime subscription,
(05:09):
but that's what I use now.
But I get what you're saying about thecon, the event using AI is very helpful.
Angela Frank (05:17):
Yeah, I think that's really where I want to encourage people
to start thinking about using ai.
A lot of the things that peoplehave used AI for when it started,
when Chat GPT started to get reallybig was the content creation and I.
From a marketing perspective is createa connection with your prospects.
(05:38):
You're trying to create a humanconnection and build that trust.
And if you're using chat, GPT oranother AI language model to write
your copy your social posts, thatsort of thing, you're really taking
that human element out of it.
And you can tell that you'reusing AI to write these
things, and so you're actually.
Creating a negative element whenit comes to trust you're ruining
(06:01):
that trust with your brand.
Brett (06:03):
Yeah, that makes sense.
But from a one person marketingperspective, it does get a little,
like switch gears and everything.
So as a one person myself, it'seasier to let it, I'll still skim
it and see if it's actually good ornot, but it's still a little easier
just to let it do it itself because.
If I'm trying to do sevendifferent talk things, I only
(06:27):
have so much brainpower to do.
So many.
Angela Frank (06:32):
Yes, I totally understand.
I have been a soloentrepreneur for over a year.
My husband now just joined theteam to help support some of that,
the content needs that we have.
And the way that I'm using AI is tohelp with brainstorming and also.
Typing something up and I'mnot sure how to put a nice bow
(06:52):
on it for the final sentence.
I use AI to support my workflow that way.
I definitely understand from thesolo entrepreneur perspective of
wanting to use ai, and when I firstlaunched my website, it was a lot
of copywriting that I had to do.
I did use.
But I'd encourage anyone who has goneand done a lot of their things in AI to
(07:16):
go back every once in a while, look itover, make sure it's still accurate, and
try and add the human element as you'regoing, a lot of the things that we're
doing in small business as a solo entrepr.
Creating done things thatare better done than perfect.
And I totally get that.
You just wanna make sure that you'recontinuing to keep it updated over time.
Brett (07:39):
And then, moving on to like more of, because we talked about, you
talked about data a little bit, dataprivacy since yesterday we had the big
announcement that basic United States'social Security number addresses.
Everything was stolen.
So how are we gonna keepall that data and privacy?
Basically protected because it seemslike everything everywhere is being
(08:02):
hacked and you have no control overhow you can lock your things down.
So how do you actually like care aboutthe data, figure out what to use it and
but also protect it at the same time.
Angela Frank (08:15):
One of the things as a marketer is the onus is
on you to make sure that yourcustomer data is being protected.
And I think that the important thingif you are bringing that AI tool in to
support your data, is to take the personalidentifying information that PII out of
the equation, make sure you're removingnames, emails, phone numbers, all of
(08:38):
that before you feed it in and makesure that you're using AI as a way to.
Find trends in the data, not to shareinformation with an algorithm that you
don't understand how it's ultimatelygoing to use that information.
And so the way that I think that AI willhelp in that data processing is it will
(09:00):
plug into your existing dashboarding toolsthat will already have that PII removed.
And so you won't necessarily.
And then that way it can help interpretthe data and give you the takeaways.
I do not see a world where you just takeall of your customer an export of all
your customer data and give it to an AIprogram and say, okay, now tell me who my
(09:22):
best customer is, or something like that.
That's not what I'm suggesting here.
Brett (09:27):
Current models may not be able to do that, but we may be able
to do that in the distant future.
Angela Frank (09:33):
Yeah.
I think that there's quite a fewtools who are trying to actively
figure out a way where they canprovide those insights for you.
That's why it was a future prediction.
Brett (09:43):
Alright.
You talked a little bit about content, butwhat do you see for the future of content?
Is it more use of ai?
Personally, I would like to see framegenerations for video editing, so
the jump cuts don't happen anymore.
They already have that in gamingwith predicting games, future
frame generation basically.
(10:03):
So a little bit more in video editingbecause that will just help with.
Cutting up things that you mayactually wanna leave out and then
just making it look seamless.
But what do you see the futureof content evolution happening?
Angela Frank (10:18):
Yeah, so from a high level, like I mentioned, the way that
organic search will change will really.
That we will create anduse content in the future.
And so the way that I see itmost immediately is that organic
traffic will contribute to yourcontent strategy less and less.
And so what you need to do isbuild out a social content strategy
(10:39):
and then a blogging strategythat supports the content you're.
Instead of traffic coming through Google,maybe you're a pool installer and you
have a great blog post talking about allof the different things that you need
to keep in mind when you're going toget a pool installed in your backyard.
Now you can take that informationand clip it up into different social
assets and drive people throughsocial organically or through.
(11:04):
To that post instead.
So you are still getting people to yourwebsite and engaging with that content.
You may just be able to rely less onorganic search traffic in the future.
Brett (11:15):
And what do you see the role of influencers happening?
I know it, I know when influencermarketing first came out, it
was, try to get the biggest ones.
Maybe have some big ones but not.
Everybody should be your big ones.
'cause that gets expensive.
Do you see more of that evolvingwith more, I guess looking for more
niched groups so you can hit thattargeted marketing focus instead
(11:38):
of just the millions of followersand maybe you get that 1% of.
Angela Frank (11:44):
Definitely.
I love this example of influencermarketing because something that
I teach a lot about is that thefundamentals of marketing have not
changed since marketing became a thing.
It's still all about talking tothe right people, sharing the
value that your offer creates.
Prospect and then bringingpeople into your systems, you
(12:06):
can convert them into a customer.
And so taking this knowledge to influencermarketing, we are going to be able to
use influencers as a tool very muchlike we do now to get people to the
right people to learn about our product.
The offer.
That our offer solves and thengetting them into our system.
(12:27):
And I think you were spot on whenyou said that tapping into niche
markets will be an increasinglyvaluable way for marketers to do that.
I think especially as we've seen someof the slowing in the economy current.
ERs are looking for more cost effectiveways to do those three things.
(12:47):
And so by using a more niche marketer,not only will your influencer marketing
dollars go a lot further becauseyou can maybe tap into in two or
three influencers where previouslyyou would get one or really big one.
So have a improved ROI because you'retalking to the right people who care
(13:08):
about the offer that you can provide.
Brett (13:10):
Yeah, it's also probably looking at other content
besides social, like podcasting.
From the numbers, it looks like it'smore attractive than even TV ads Now
mean TV ads aren't that great anyways,but if, but there's also some stats
saying that pod load, which is basicallyhaving too many ads, is also a downside.
So there is a give and take.
(13:32):
Should marketers start to evenlook more towards podcasting?
Because podcasting as a medium, it'sgonna keep on growing for a while.
There is no sign of slowdown.
Plus social at times is alsocheaper than anything else I.
Angela Frank (13:45):
Definitely as a podcaster myself, and I know Brett,
like you can relate, we definitelywant to continue to promote.
Podcasting is a great wayto advertise your products.
When I'm working with small andmedium sized businesses, what I
always encourage is that you start.
MVPA minimum viable product, andyou take that and apply it to
(14:06):
what you're doing in marketing.
And so it's possible that podcasting couldbe a huge growth lover for your brand,
but you won't know until you test it.
And so what I would recommend isstarting with a testing budget, make
sure you're giving enough money to.
But you're not throwing all of youradvertising budget in one basket.
(14:27):
And so that advice for podcastingads is the same advice I have for
launching any new marketing channel.
I do think that podcasters have greattrust with their audience, and so it's
definitely something I would encouragetesting into and to say that it will
work for every brand or every business.
Brett (14:47):
Yeah, that's fair.
Not every channel's br for every industry.
You have to pick and choose which ones.
But if businesses are looking atpodcasting, I always recommend about
six to a years month of budget forit because podcasts, slower pace of
people eventually going over to you.
It's not gonna be quick.
It's not gonna be easy.
(15:07):
It's gonna be a slow building of theykeep on hearing your ad on that one
podcast or a few podcasts or whatever.
Angela Frank (15:14):
Definitely.
I think what you were saying aboutthat repetition is really key.
The other thing is when they'relistening to a podcast I'm usually
working out, some people are commuting,and so when you are thinking about
creating that ad, try and think aboutsomething that would be so juicy that
they would stop what they're doing.
(15:35):
They would pull over on the side ofthe highway and take action on your ad.
I think that's a great way to get alittle bit more of an immediate return
on your advertising dollars, but there'shuge benefit just in that repetition
and that brand awareness and buildingthat recognition over time as well.
So there's really two great ways that youcan utilize podcast ads for your business
Brett (16:00):
and.
Marketing.
It's always evolving.
This industry just evolves all the time.
So how can marketers cultivatea mindset of just cultivating
and staying ahead of the curve?
Because AI right now is nice toknow, but eventually it's gonna be a
demand to stay ahead of that because.
(16:21):
AI is here to stay.
It's not going anywhere.
Angela Frank (16:23):
Definitely.
I think one of the things that has alwayshelped me is to watch for a couple of
months how the landscape is evolving tosee where the big changes are happening.
Of course, if Google puts out a new.
Learn how that's goingto impact your traffic.
However, if there's a new tool orsomething that's a little bit more
(16:44):
novel that comes onto the scene,wait to see if it is being adapted.
And the reason I recommend thisagain, is mostly because I work with
small and medium-sized businesses,and so they are already focused.
Areas.
And so if you're a marketer, make surethat you're focusing on the things that
are driving growth for your business.
(17:06):
Wait to see if something looks promising,and then once you see a couple of
businesses talking about it, you can stillbe in that group of early adopters and
start testing into that channel or that.
That MVP concept that I was talking about.
And so in this way, you are focusingon what's making the best returns for
your business, but you're also stayingon that cutting edge and making sure
(17:30):
that you are not falling behind in yourmarketing career or in your business
is growth when it comes to marketing.
Brett (17:38):
What emerging marketing tags do you believe will become mainstream
in the next five to 10 years?
Angela Frank (17:42):
Yeah, I think that what is really most important is
that anything new that comes onto thescene, you're making sure that you are
bringing your core message, your coreoffer, and talking to the right people.
I.
While we might see that, for example,organic search changes in the future,
we wanna make sure that anything newthat we're doing, we're bringing the
(18:06):
core elements of marketing into that.
I think one of the things in additionto AI, is going to be the rise of the
personal brand and how we're able to tap.
These brands that are maybe biggerthan the influencer themselves, but
it will be a great marketing toolfor businesses, I think it is now,
but even more so in the near future.
(18:28):
But again, what's going to be mostimportant is how you are positioning
yourself with these new tools.
Brett (18:37):
Between traditional and digital marketing will evolve in the next
10 years because we're starting to,even email marketing, which I always
call the dinosaur of marketing fordigital, is still very viable today.
And still like getting those,placing those ads on your
doors or in the mail can still.
Revenue, TV ads still generate revenue.
(18:59):
So how do you see the, meldingor evolving of the two combined?
Angela Frank (19:04):
Yeah.
I think something really coolthat has happened in just the last
couple of years is the abilityto track offline advertising.
The way that you can trackthem in the digital world.
So things like tracking phone numbers onyour direct mail QR codes, where you can
track how many times that was scanned,unique website URLs that you have only
(19:27):
on your tv TV ads or your direct mail.
Those sort of thingswill help you determine.
On that in a way that you maybecouldn't have a few years ago.
And so I think that different businesseswill have different marketing channel
mixes that work best for them.
Meaning some, you're still gonna killit in direct mail, whereas others direct
(19:50):
mail will not work for you at all.
And you are finding thatdigital ads are really.
I think the most important thing is thatat the end of the day, you are tracking
everything that you are doing online andoff to make sure that you can attribute
success to the marketing dollars thatyou are attributing to each channel.
Brett (20:08):
And so that's like through promo codes and QR codes, if it's
the physical part of your marketing.
Obviously you can probably use the samething, but some way of tracking it.
'cause physical, unless you have aQR code or like a coupon code, it's
hard to track if it's actually worked.
Angela Frank (20:26):
Yes, definitely.
And I think that's been oneof the largest pain points in
that more traditional market.
Especially with the advent of digital,if you do a radio ad for example, it's
still pretty difficult to attributesuccess to that because you are
requiring someone to remember you,your unique coupon code, and then go to
your website when they get to whereverthey're going and then put that in.
(20:50):
But for things like directand you can use that.
That coupon code or a QR code, you canuse a special URL that's attributed
to your direct mail campaign.
But also you can use this in TV ads,things like that as well to help
attribute success to what you're doing.
Brett (21:08):
And as the founder of the growth cl direct.
You see the role of marketingconsultancies changing to
meet future business needs?
Angela Frank (21:16):
One of the reasons why I started the growth directive
is because I was working severalin-house, high level marketing roles
out of growth, that sort of thing.
And I realized that the companiesthat I was working for while
they were making between two.
Million dollars a year.
They really didn't needsomeone full-time in that role.
And I think as business ownershipcontinues to create these wealth
(21:42):
opportunities in the developed world,we will continue to see the need for.
Consultants, fractional CMOsto support these businesses.
As a small business owner, you are focusedon so many different things, like I've
mentioned, and so having somebody comein and own that strategy for you in a
(22:04):
way that grows your business without youhaving to make this huge upfront finance.
To hire someone full-time as a CMO,for example, that's going to be
at least a couple hundred thousanddollars a year commitment, if not more.
This is only going to bemore and more relevant
Brett (22:23):
as a marketing professional.
What's one emerging trendthat you would like to see hit
the mainstream in the future?
Angela Frank (22:29):
Like actually for people to focus on getting the
basics right in their business.
I think that from me, I come from a heavystartup background, and so people are
always looking for the next growth hackand things to do in their business, and
what I've noticed is that comes at theexpense of neglecting the foundation.
A solid marketing strategy.
(22:50):
And so while there are great new toolsthat are coming on the horizon, I think
making sure that you've taken and putfirst things first in your business is
what will set you up for the long run.
Brett (23:02):
Foundations for no reason at all.
So it's always good toknow the traditional.
Angela Frank (23:08):
Yeah,
Brett (23:09):
and so people are listening to this podcast.
They're wondering where can theyfind you online to learn more?
Angela Frank (23:13):
Yeah, so I have mentioned that I also host a podcast.
It's called The Growth Pod.
You can find that at growth podfm, and we chat a lot about what
we were talking about today.
Brett and other business buildingtool, you can hear from me,
but I also do interview stylepodcasts just like this one.
Brett (23:32):
All right.
Any final thoughts for listeners?
Angela Frank (23:34):
I think that as a small business owner, it's okay to
do less, and that actually producesmore results for your business.
So if you're feeling overwhelmed,let this be your permission to focus
on the things that are actuallyproducing results in your business.
Brett (23:51):
All right.
Thank you, Angela for joiningDigital Coffee Marketing Brew,
and sharing your knowledge onmarketing and the future trends.
Angela Frank (23:57):
Brett, thank you so much for having me,
Brett (23:59):
and thank you for listening.
As always, please subscribeto this podcast and all your
favorite podcasting apps.
The five Star review reallydoes help with the ranking.
I'm doing and join me next week as Italk to another great thought leader
in the PR and marketing industry.
All right, guys.
Stay safe.
Get to understanding the traditionalside of marketing, plus the future
trends plus ai, and don't do as much,do less and see you next week later.
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