The Attention Show: How to Build a Loyal Brand Community


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Building a brand community that resonates with loyal customers is a difficult task. There are a number of defining characteristics that allow companies to engage customers in creating these communities around various brands. In this weeks Attention Show, John and Chris talk about the different aspects and what it takes to build an engaged brand community.

The Attention Show News: What is Amazon Dash? Will it Change the World?

What is Amazon Dash

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Amazon strikes again, announcing the release of a new device. Say hello to Amazon Dash, the newest and most innovative way to stock your home. Just before April fools day Amazon released its new product, bringing people to question whether this product was for real or just an April fools joke. Well, turns out it is 100% real! This is a very interesting product and seems to be perfect for those who are loyal to a particular brand. Will it change how we stock our kitchen or bathroom? Check out John and Chris’s thoughts on this new, futuristic product in this weeks Attention Show News Edition.

The Attention Podcast with Brad VanAuken

“A strong brand decreases price sensitivity and increases customer loyalty.” –


brad vanauken


Brad VanAuken is president and founder of BrandForward, Inc., a brand strategy consultancy with clients throughout the world. Previously, Brad was the vice president of marketing for Element K (now Skillsoft), a leading e-learning company and director of brand management and marketing for Hallmark Cards, Inc. During his tenure as Hallmark’s chief brand advocate, Hallmark rose to 4th in the EquiTrend national quality brand ranking and Hallmark received the Brand Management of the Year award.

Recognized as one of the world’s leading experts on brand management and marketing,Brad is a much sought after speaker and writer. He has been interviewed by ADWEEK, CNN, Entrepreneur magazine, Fox News, Investor’s Business Daily and The Bloomberg Money Show. He is an adjunct professor of marketing at RIT’s Saunders College of Business and has been a guest lecturer at many universities including Stanford University, Northwestern University, Rensselaer Polytechnic Institute, University of Rochester, University of Kansas and University of Missouri at Kansas City.


Q: What is brand strategy and how can it affect a company’s bottom line?

Q: Can you give an example of a sound brand strategy out there that most people would recognize?

Q: Describe in the biggest misconception or mistake that businesses are making these days when it comes to building their brand.

Q: When building a brand strategy, where does one start?

Q: We know research is extremely important to a successful marketing campaign, but how in depth does a business really need to go? Can you give any examples of research you would do for a company with limited resources vs. a big brand with unlimited resources?

Q: Why did you write a book? What has it done for your own brand?

Monster Round:

1: What new brand in the past year is absolutely crushing it out there today? Why?

2: What is the most effective strategy/tactic of building brand awareness you have ever seen?

3: What’s your favorite social media network and why?

4: If you were to start a business today, what business would you start?

5: Who do you most admire and why?


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The Attention Show: Integrating Traditional Marketing with Digital Marketing

Tradition Marketing & Digital Marketing

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Traditional marketing has its place in the marketing mix of many businesses, it is however, eroding in our digitally based world. Businesses today need to have a website and use the proper channels to interact with their consumers. Instead of thinking the decision is either a traditional vs. digital approach, business now need to look to the strengths of both.

The segregation of traditional marketing and digital marketing are no more. John and Chris explain how businesses can use traditional marketing to amplify their digital marketing efforts and vice versa.

The Attention Show News: Facebook Messenger for Business

The Attention Show News

Watch the full episode on YouTube here.




Apps and brands are set to invade Facebook Messenger. Facebook recently revealed its Messenger Platform and Messenger Business, allowing businesses to integrate with the social network’s chat service. Messenger for Business will allow consumers to get alerts about things you buy online and interact with customer service directly through the Messenger app. This allows consumers to speak to a brand by writing a message as if they were writing their friends.

With this release, there is a huge customer service component allowing brands to interact with their consumers in a different way. There will be more to come from Facebook and a Facebook Payment application could be right on the horizon.

In this Attention Show John and Chris talk about the opportunity Messenger Business presents for your business no matter the size.

SEO Campaigns: What You Need and Where To Start

Have you ever asked yourself “I know I need SEO, but I don’t know exactly what I need”? More and more businesses are starting to realize the value in search engine optimization. As a result, the demand for SEO’s has increased.

What do you hope to get out of an SEO campaign?

Search engine optimization involves a number of things; from website audits and on-page content recommendations to link building programs and everything in between. Additionally, there is no cookie cutter price for SEO and it is based on what is included and to what extent.

When looking for your vendor, it’s important to know what you’re looking for. Here are 3 factors to consider when reviewing what your search engine optimization needs are.

SEO Goals


First and foremost, identify your business goals. While traffic and rankings are important, it is not the only thing that matters. At Good Monster, we always steer the conversation towards your overall goals, including revenue. SEO campaigns include plenty of elements. By evaluating and understanding what your business goals are, you will be able to make the best decision regarding the SEO services you really need.

Do you want to gain local visibility? Do you want to increase conversions? Maybe you want to build brand and product awareness. Each one of these questions brings a new and different SEO strategy to the table.


Site Performance

One of the biggest ranking factors is the performance of your website’s on-page elements. Anytime we get a new client, we assess these on-page elements by reviewing analytics, content and other factors. It is important to understand exactly what needs to be optimized so that your website can beat out your competitors.

Check out your traffic trends, including conversion trends and any other analytics that you think will help you better understand your needs. This will also help you in the budgeting process. If you know your site needs a lot of work on-page as well as off-page, the more involved the strategy and campaign will be.


Know Your Limits

The best ability is availability. A huge frustration for us with any client is having them tell us they have a number of resources such as tools and people in place, however, when we finally start a campaign, we hear crickets. All of a sudden, there is no response, there is no one on the other end to do what we need them to do.

Know your limits.

When you identify where you might be lacking, you can relay that to your SEO provider to address the areas of need. For example, if your site is lacking content and you don’t have resources in house to create it, you will need to rely on your SEO agency to handle it.

This works the other way as well. If your SEO agency wants to write content for you but you have a content team on staff, you will most likely only need some editorial guidance. This will keep your content team on the right path, targeting the right topics, with the right keywords to help drive traffic and increase conversions. In this case, a full on content strategy/campaign will not be needed.

Any business that knows they will be needing a full SEO campaign must be aware and understand each factor before they start. It will create a more successful SEO campaign for all involved.

But what if your business is new to search engine optimization. You’re still in the planning/vetting stage and you want to make a few subtle changes that can impact your search ranking.

You’re in luck. Take a look at some elements that contribute to your search ranking.

Make Your Website Responsive Already!

You have undoubtedly been told how important a responsive website design is, especially for your conversions. Two years ago, Mashable actually called 2013 the Year of Responsive Web Design. Knowing how important this is, you would have thought more than 18% of the top 10,000 sites on the web implemented a responsive design. But they didn’t.

Why is it so important? With so many consumers using mobile devices, your site needs to look great on both a desktop as well as smartphones and tablets. A responsive design is also beneficial for Google. With the Mobile Friendly label Google puts up with sites in search results, Google ensures that more users click on responsive sites as opposed to non-optimized sites. This is a way Google sends more traffic your way IF your site is responsive.

Social Signals

Social media and search marketing used to live in two separate silos. In many instances, marketers are partly to blame having to decide on one or the other. It is not that simple anymore. It wasn’t long ago when Matt Cutts said social media had limited impact on search rankings, claiming Google does not have permanent access to social media websites. One year later however, we now have the data sharing deal between Twitter and Google. This means you’ll soon see more tweets in your search results.

To say we have little control over the lords of search and social media would be an understatement. What we can control is to optimize social media with the hopes that the search lords eventually cave to social media and tie social media to search results.

So what does this mean?

  • Include social sharing buttons on all your pages. If you are an e-commerce website, be sure each social share button is easily noticed on all product pages.
  • Include social sharing buttons on your email newsletters. This is your own army of brand ambassadors so make sure you allow them to talk about your content with their friends.
  • Make sure, when possible, your content on social media has a URL that links back to your blog or website. This will enable you to measure which social media platform led to an increase in traffic.


Sticks and Stones… It Matters

In a July 2014 consumer review survey by BrightLocal, they found that 88% of respondents trust anonymous online reviews as much as they trust recommendations from friends and family. Who said don’t talk to strangers? Additionally, in recent data found by Bazaarvoice, they found this trust in strangers increases among Millennials.

With these insights in mind, it is important to showcase what consumers already think of your business. Displaying these reviews and testimonials prominently on your site is certainly beneficial. To generate these reviews and testimonials, solicit recommendations, reviews or ratings through a simple email per week or right after a consumer make a purchase. Doing this ensures the users experience is still fresh in their minds and your chances of a thoughtful review increases.

Sending out emails in order to get a mountain of reviews is difficult. So how can you make this process as pain free as possible?

  • Include a direct link to the review and rating page right in the email.
  • Take a page out of Amazon’s book and create a system for getting reviews inside the email itself.
  • Incentivize the reviewers.

Credibility is king. A great way to increase credibility for your site is by getting in touch with consumers who regularly interact with your brand and have them discuss their story with your brand. We are not focusing on reviews here. We are focusing on the story. Once you are able to generate these stories, you can create a landing page that showcases top customers and their story with your brand.

Take Down The Silos

Rankings still matter. However, it is important to not lose sight of the big picture and monitor your current positions. Tracking keyword rankings in Google is simply not enough anymore. Be sure to stay on top of all your digital marketing channels and identify how each they will affect your ranking.

The Attention Show: Interview with Rich Brooks

“Creating live events is a great way to separate yourself from everybody else.” – @TheRichBrooks



Rich Brooks is founder and president of flyte new media (, a web design and marketing firm in Portland, Maine. He is a nationally recognized speaker on entrepreneurship, digital marketing and social media.

Rich is a founder of The Agents of Change Digital Marketing Conference (, an annual conference on search, social & mobile marketing. In addition, he runs The Marketing Agents Podcast (, where he interviews marketing experts from around the world on search, social & mobile marketing.  He is also a regular contributor at, the world’s most popular social media marketing blog.

Rich is the “tech guru” on WCSH Channel 6’s evening news show, 207, and teaches web marketing and social media courses for entrepreneurs at the University of Southern Maine’s Center for Continuing Education.


Q: What’s you favorite part about the state of brand building where it sits today?

Q: What is more important for a business owner, personal brand or business brand?

Q: What are the biggest issues that businesses marketing teams are facing today?

Q: In relation to getting attention – what is working for you, your agency or your clients right now, better than anything else? Where is your focus?

Q: What is one medium you think people or brands are not using enough right now?

Q: Looking into the future about 2 years, tell me what you see being the key to getting attention in a noisy world?

Monster Round:

1: What’s the first thing you think of when you hear the word “influencer”?

2: What’s the single best thing you have ever done to build your business?

3: What’s your favorite social media platform?

4: What wins in a battle for attention, strategy or tactics?

5: Who do you most admire and why?


flyte new media:
The Agents of Change Digital Marketing Conference:
The Marketing Agents Podcast: