Entry 6:

While established in a previous entry that Jay’s podcast was developed from his initial exploits in the ‘Convince and Convert’ website, the funding for the podcast also comes from a source of advertising. The podcast is sponsored by ‘Salesforce’, however, Social Pros podcast is also a brand-building exercise for Jay’s primary business function of his marketing consultation. Therefore, the podcast has multiple mediums of generating income and ultimately creates traffic on Jay’s website whilst also creating sales for guests that are allowed to advertise a potential novel or website which they run. 

One of the key principles that remained unanimous throughout the podcasts was that social media can be a trap for your business if not used to its full potential for your business and successfully operated. As stated by Rohit Bhargava in his episode with Jay Baer “There’s a strategic way to use social platforms. The temptation for business owners is to do everything on every platform”. This implies that forming a small business strategy is essential on a few mediums rather than trying to create the biggest reach by implementing the tactic of using all forms of social media. This follows on to the next point of the importance of creating a strategy within a tactic which ultimately provides direction for the business. An example is the tactic to use social media but implementing a strategy on how to best utilise the form of social media. An idea would be Twitter creating discussion with the public or humour to not even directly advertise their products but gain word of mouth for the brand. Taco Bell is a company that has successfully used Twitter through humour to advertise their brand and gain a presence in the Twitter community. The importance of this is to create a loyalty base with consumers who are interested in your product/service rather than advertising to deaf ears.

This is a key issue that has been addressed in my marketing course that in conjunction to having a tactic, a strategy is necessary to address the direction of a business or idea. This was heavily reinforced by the products which had first been encountered to me through my marketing course. I struggled to pick up on how a tactic and strategy differed, but through practical examples demonstrated in the podcasts, mainly through Rohit Bhargava, I was able to identify the importance and effectiveness of a strategy and tactic working in conjunction.