BLG 268 | Media Planning

 

Effective media planning involves finding the most appropriate media platform to advertise a brand, a product, or a message so that it will reach the target audience and achieve your marketing campaign goals. Joining Paul Higgins on today’s show is Kerry Guard, the COO of MKG Marketing and the host of The MKG Podcast. Kerry talks about her career in media planning and how she’s helping clients get their brand seen across the internet. They also touch on digital marketing and the role of SEO in bringing in leads, and the perks of running a business with your spouse.

Keeping Your Audience Engaged Through Effective Media Planning With Kerry Guard

Build Live Give. Mentoring With Paul Higgins

If you’re a first time reader, welcome. If you enjoy it, please subscribe. If you’re a regular, thanks for your support. I love to get your feedback at [email protected]. It means the world to me when you do. Our guest is someone who was keen to take any role in New York City. Luckily, she had an uncle that helped her land a job in a media planning role at Universal McCann. She saw a gap in connecting spin to results, and her business partner, Mike, and her left to start their own agency. They landed Box.com and got a bag get as one of their first clients and the rest is history.

The agency helps tech and businesses with digital marketing. Why read? First, is how to market your own services business through Facebook ads and bring in insights there? The second is how to run a people-first business? That’s a great explanation. The third is how to run a distributed team, which is so important in modern times that we’re living in? What I’ll do is hand you over to Kerry Guard from MKG Marketing.

Welcome, Kerry Guard from MKG Marketing to the show. It is great to have you here, Kerry.

Thanks for having me, Paul. I’m thankful to be back in touch with you. This is great.

I love being on your show and thanks for the opportunity. It’s only fair that I’ll give you the same opportunity back. It was great to be interviewed by you. I can’t wait to return the favor and we always kick off with something that family or friends might know about you that we might not.

This is tricky because I’m such an open book. I’m going through the list of favorite movies and food and everybody know that about me, but for our readers who may not be my team, I’ll say that something my family knows about me that you may all not know is that I love chocolate peanut butter. I’ve moved to the UK where there is no chocolate peanut butter. The struggle is a little real now, I’m not going to lie, but I’ve switched over to salted caramel. That is clearly a thing here so that has filled the void, but not quite the same, but I’m making do.

Is that something that Amazon can deliver?

No, it’s not.

We have to make the shift to grow. Click To Tweet

Where did you live and where do you live now?

I’m from the United States. I grew up around the Philadelphia area. I lived in New York for a bit, but I moved from the Seattle area, where I was living with my husband and two kids. We have relocated to Guernsey, which is on the Channel Islands between England and France. My husband is from here and given the current climate of things, we decided Guernsey was the place to go as they’re COVID free and I can send my kids to school. We relocated halfway around the world.

We’re going to definitely talk more about that on how you’ve managed the business. I think it’s a smart move. I was very interested in how the mayor said this 3% rule with schools in New York and how much it backfired. I think your children, hopefully, are enjoying school there.

They are loving it and it made it all worth it for sure.

You had a great career in media planning in some big names, Universal McCann, PLA publicists, etc. Tell us a little bit about why you did that, and more importantly, why you decided to set up MKG Marketing?

In the podcast guest I had, he said, “I’ll do the one drink scenario rather than the two.” I went into media planning mostly because I wanted to work in New York and I was willing to do anything and everything to get there. I went to school for photography and I told my uncle, “I wanted to move to New York.” He said, “I’m a sales guy in advertising, so I can get you a job in media planning.” I was like, “Sign me up.” He’s like, “Do you know what media planning is?” I was like, “No, I don’t care. Sign me up.” I landed my first job at Universal McCann in traditional media planning, which is TV, print, billboards. I made my way around and I went into digital. I then met my husband who was living in Seattle at the time and he couldn’t move because he’s from the UK.

I had to go to Seattle to be with him. I met my business partner at one of my jobs there in Seattle. We hit it off right away. We understood the challenges we were facing at all agencies that we’d worked in, to that point. Mostly what we were doing these big brand awareness campaigns and spending all this money on behalf of our clients and getting their brand seen across the internet. The clients would look at us at the end of the day and go, “Great, you spent all this money. This is awesome,” but what did we achieve? We’d say, “This many people saw your ads. This many people clicked on your ads and got to your website.” They’d be like, “Okay, and how much money did we make?”

We go, “We didn’t look at that because we couldn’t for all of these reasons that were in our way.” We ended up having a brand approach, the agency we were working at and they wanted this agency to be their agency of record, but they were too small. The agency we’re working at turned it down and Mike and I looked at each other and said, “They are a travel website. We could know if we spent this much money. This many people would go and book hotels with them. This is everything we’ve been looking for and more.” We asked the brand if they would be willing to have us. Mike and I pitch it as an independent agency and they gave us a shot. Needless to say, we had to get all of the things in place in case it came down and it didn’t come down for a whole host of political reasons.

It wasn’t that we didn’t win it. It was that they were having some internal struggles, but at that point, we were set up as a company. Mike and I looked at each other and said, “We’re going to do this thing. We’re going to focus on clients and companies that we can measure down to their revenue. Let’s do it.” My husband got a job at Netflix at the time. We relocated down to the Bay Area and Mike said, “San Francisco sounds great. Let’s do it.” Our very first client was Box.com, which is exactly what we were looking for and we were off and running.

BLG 268 | Media Planning

Media Planning: More and more people want things like paid search and search engine optimization.

 

I always ask the question of your biggest hurdles and what mind shift change you had to have from leaving the security of a large company to start your own. I suppose getting Box as a client would have been a brilliant way to give some confidence, but what were those early-day hurdles for you and Mike?

Originally, we were very much of the mindset of, “It’ll just be the two of us. We’ll be running these campaigns, doing the strategy, execution, analytics and it’ll be great. You and me all in.” We then got about a year in and we had been doing some reading and looking at the landscape and where people were going. Mike and I at the time were running what’s called CPM ads or mostly banner ads. When you go to a website and you see those square boxes for promoting this thing and that thing, that’s all done by media planners, which were us. We were finding that more people wanted things like paid search and search engine optimization, which were not in our skillset, but fit our motto or our tagline of measurable media. We had to make the shift of, “It’s not going to be Mike and I until the end of time. We do need to grow. We do need to add people who are going to fill this gap and help clients achieve what they need and meet our mission of who we are at our core.” That was definitely a mind shift.

Working with a partner sometimes works and other times it doesn’t. What made the relationship between you and Mike works so well?

We have a common goal. We both wanted to start this agency for the same reason. We established our values early, which were in line with who we are as people. That’s important. You want to find somebody who you see the world from a similar view, not the same view. You need to have different perspectives and different superpowers, but you need to have some common ground. By establishing your mission and your values early on, you can ensure that that’s the case. Communication is just critical. Mike and I got to a point that I had two children. I had twins, and he had been holding the company together by himself for eight weeks. I came back earlier than I should have, and I wasn’t quite ready. He was still trying to figure out how to do his job and mine. He came to me and started talking.

It wasn’t quite the right words and I took a lot of it to heart. It was a very tough conversation, but important because it allowed us to define what we needed to do as business owners and what roles we needed to own hard versus owning everything all together. Mike is taking on finance and sales. That is where he’s a rockstar, and I’m going to handle HR and marketing because that’s my sweet spot. We have to find lanes of where we can take this business as well as the fact that we were like, “We need to talk more. We’re letting all this stuff build up and we’re not problem-solving more often.” We then also created our weekly standup, which we’ve been doing for several years and haven’t missed a beat other than for holidays. That’s communication as well.

That’s great. I had a business partner in one of my businesses. It sounds very similar to your experience with Mike, with good values, alignment, etc. I went through a kidney transplant and I can’t help thank Scott enough for his support, but because we had that value alignment and we were also clear in what we did, that made it work. I’m glad it has for you and Mike. I don’t know where your goals are, but Scott and I had a successful exit. It ended well for us at the end. The next section we’re going to move into is the Build section. If someone comes up to you, let’s say it was going to a cafe and they say, “Kerry, what do you do for a living?” how do you best answer that?

I run a digital marketing agency. We specialize in SEO, PPC, and analytics, and I run the HR and marketing side of the business.

What do you know about SEO, PPC, web, and campaigns, and a lot of other people miss?

The beauty of Facebook is it's targeting capability. Click To Tweet

Honestly, it’s not my sweet spot anymore. As I said, Mike and I realizing that this was a need, we immediately went and found experts who know that space incredibly well. I know enough to be dangerous where I can explain what they are and how they work together. I can talk about it from a strategic standpoint, but that’s not where I live anymore. I’m more in how to run a business and the cultural side of the business. I do run the marketing side, but from a strategic standpoint and I turned to my experts and say, “I’m your client now? You’re going to run the PPC, SEO and analytics side of the MKG Marketing.” It’s been awesome. I wish I’d done it sooner because they’re brilliant. We are getting solid leads in was before Mike and I were trying to do it ourselves and it was not going well.

Let’s quickly touch on that. I speak to a lot of digital agencies because the tech company that we sold used to provide tech stack advice to agencies. When I’d ask them, “What’s your best source of leads? What do you do?” They said, “We don’t market ourselves. It’s all word of mouth.” It wasn’t often that they were successful in doing using terminal people the way that you do for your marketing. Tell us a little bit about the secrets that you’ve learned doing it the way that you have.

We’ve done a ton of word of mouth. We’ve grown the business year over year from referrals. Clients loving us and leaving and going to another company and then bringing us along or telling their friends. That’s a big part of how we’ve grown the business. To your point, Paul, on how we’ve been able to bring in leads from marketing, SEO has been a piece of that. The team went in and did a big audit. They figured out what our keywords need to be and where we need to focus in terms of content, which has been incredibly helpful. I’m looking forward to beefing that up even more in 2021. The thing that’s been helpful in 2020 has been Facebook. I know you’re looking at me funny.

The beauty of Facebook is its targeting capability. You can put in an email list and say, “Here are the people I want to target and people like them.” It goes and it puts your ad right in front of them. While they may not be essentially thinking about their job in that moment of perusing Facebook, it’s about surrounding your audience in a way that keeps you top of mind. We’re on Facebook, LinkedIn, and Google. We have content, free content, and podcasting. All of these channels are working together and it so happens that we’re capturing people with that right message on Facebook of that free asset we’re giving, and then they’re coming and they’re downloading. They’re also staying engaged through email.

Surprisingly, Facebook, but I also want to be clear that we figured out some of these other elements. We figured out who our ICP is and who’s our ideal customer profile. We figured out what messaging is going to resonate with them. For everything that I’m reading and listening to from podcasts, masterclasses to reading, everybody’s saying the same thing when it comes to information that it’s free and that consumers are no longer relying on. Even in B2B, they’re no longer relying on a salesperson who they probably don’t trust to begin with to tell them what to buy. They’re doing their own research. I know this sounds counterintuitive, but the more information you can give away, the more trust you build with a potential buyer. When they find themselves ready, they then basically walk themselves to the door and book a discovery meeting. The leads I’m getting on Facebook aren’t necessarily people ready to buy now or tomorrow, but there’s something about the thing that I’m giving them that’s free and resonating with them. That’s keeping us top of mind.

That sounds good advice and we’re finding the same thing. I worked with a lot of seven-figure business owners that typically have referrals and now they want to build, especially because of LinkedIn. I love what you’re doing on Facebook. I’m going to do some more research on that and it’s a great tip. On LinkedIn, it’s been such a powerful way. It is about giving free content and information, which is working exceptionally well. I think you’re spot on. On your podcast, as I said, I’ve been fortunate to be a guest on the podcast, but you do series. Why do series versus a consistent drip feed of content through your socials?

We’re going to test it. It is a theory, a hypothesis. It works for Netflix. We have done eight-episode this season thus far where every week we’re dropping a new episode for eight weeks in a row and then we take a break. The reason for that is mostly because I’m a mom of twins and I’m running a business. As much as I would love to think I have all the time in the world to run all of these podcasts every single week, some of these amazing podcasts like yourselves, I just don’t have the capacity. By doing eight episodes, it gives me a breather in between to ensure that I have enough episodes for the next season, but it’s always been my dream to drop them all in one go, as I’ve been calling it binge style and Netflix style or because it works for Netflix.

I think the reason why my theory is that it works for Netflix because it’s again about the consumer and the consumer’s time of when they can read things when they have the availability. It keeps them engaged. If you end an episode and you want more, it’s there versus having an episode end, and then you get kicked over to a competitor. When you’re able to drop all those episodes, then you’re keeping the audience engaged and allowing things to play through. Imagine people are going to binge podcasts like they binge unless they’re in PR and there are these serial episodes, which are easy to binge. Unlike those, I don’t imagine people are going to sit down and consume all eight episodes in one go, but at least if they’re finishing one, the next one’s going to start and it’s ours and not someone else’s. It is my theory.

Was that at all influenced by your husband working for Netflix?

BLG 268 | Media Planning

Media Planning: The more information you can give away, the more trust you build with a potential buyer.

 

No. He left Netflix before they had all of these seasons and episodes. He is mostly responsible for that lovely next episode button though so you do happen to think for that autoplay.

I still love Netflix to tell you which shows you’ve watched and which ones you haven’t. Also, which languages the show’s in before you’re going to go through all the audio settings to work out like, “That’s not in English.” If anyone from Netflix is reading, please take that advice up. You talked about your ICP. Who is your ICP? Who are the clients you’d love to work with?

We mostly work with tech, healthcare, and B2B companies too. It’s mostly mid-size to an enterprise. We like mid-size because there’s a lot of room for growth there so we can help them. Mid-size businesses sometimes get to this point and they’re like, “I need to grow a bit. We’ve sort of stagnated and now we need to grow.” That’s where we can come in and help. We can help enterprises but it doesn’t feel like the needle is moving quite at the speed or at the curve that a mid-size or even a small business would move. Small businesses are a bit trickier for us because you need to know your ICP. You need to have your funnel down. You need to have a marketing team at your disposal who can execute on our great. My SEO team comes up with all of these ideas and all of the land. You need a marketing team to go in and make those ideas happen.

As you said earlier, you might share different responsibilities in the business, but people and culture is something that’s important to you. You talk a lot about people first, so what does that mean to you? How has that helped you during one of the world’s greatest pandemics?

People first, originally when Mike and I started the company. It came about because we hired people who were parents. We realized that if we wanted to keep these people and we wanted to make sure they were happy, they needed to have a true work-life balance. Everything came about Mike and I taking care of our people, and that’s still true now, but it’s evolved a bit where it’s bigger than that. Everybody treating everybody as humans. As people first before their team members, before their employees, they are people who have their own strengths and their own challenges who have a life outside of MKG, where that life impacts their ability to work in either a good way or in a hard way, especially this 2020 in a very hard way. It’s important in my opinion.

Experts would certainly agree with me from Southwest Airlines and Atlantic Airlines to name a few. I know I’m focusing on airlines, but both of those companies were able to refocus on their team, their employees, their stewardesses, their flight attendants, their pilots. By doing so, those pilots and flight attendants turned around and took good care of the customers and the customer service became amazing. That’s what happens when it’s a two-way street. If you show up and say, “Employee, I want to take care of you in the best capacity that I can. I want to ensure that you have a work-life balance and that you have a career that you are proud of and that you have all the things you need in order to survive like healthcare and other benefits. In turn, here’s how I need you to show up to bring your best work to the table every day.”

They do because they’re proud of the company that they work at, especially during the pandemic, it’s been so helpful because we’ve all been in it together. When you’re all facing these same challenges and you can all put yourself in each other’s shoes because you’re all in it. You’re watching companies and your family struggle in their own work of being furloughed and those things, and we’re not, it makes you pull together even that much more because you want to make sure that at the end of this we all are able to come out the other side together.

Not a specific situation, but do you have any examples that you can share with us to better understand this people first?

If we want to keep the people, we need to make sure they’re happy and have a true work-life balance. Click To Tweet

It comes down to empathy. I know that’s a buzz word now, and everybody’s talking about it. I watched a great masterclass about somebody who is a terrorist negotiator. He talks about tactical empathy. What it is, is when you can see somebody else’s point of view and understand what they’re going through. It shifts how your interactions with them are and how you’re able to see eye to eye, works together, collaborates, communicates, especially as a distributed company. You have to have clear lines of communication to get anything done.

The best way to do that is to understand where the other person is in that moment so that you’re showing up, “Does this person communicate better on Zoom? Do I need to call them and have a face-to-face? Are they better asynchronously where they want me to write it all out and have it written in so they can read it in their own time?” I know you prefer Voxer. If somebody needs an urgent message and they immediately contact you through Voxer to get back to them. How do people communicate and how can you show up to support them so that you’re getting things done and you’re all on the same page? It is what people first come down to.

From what I understand from our previous conversations, Traction is a philosophy or a methodology that you employ. Take us a little bit through how you do that at MKG Marketing.

Mike came across this book Traction through his entrepreneur organization group that he’s part of. If you don’t know anything about EO, you should check it out. If you’re not part for where we all are in the way that our companies are growing at this seven-figure mark. Having an entrepreneurial’s group like EO, I am part of YC, I’m sure there are a million others out there. There are women groups that I’m also being part of, where companies are in similar situations. You learn a ton. Mike learned about Traction through EO. It’s a framework. There are tons of frameworks out there. You can pick anyone off the shelf that works for you.

Traction happened to be something we respond quickly to, and that fit what we needed at the time, which is mostly process. You’re amazing at this, Paul. How do you take all the things that you’re doing and document them in a way that when the next person comes in, they can take it and pick it up and run with it? It’s how you scale on top of the fact that Traction also walks you through. It has certain frameworks for figuring out your mission, figuring out your values, figuring out what your 3, 5, 10-year goals are and how did they go get to those? The most important thing about Traction is while all this is well and good, it’s only well and good as if your entire company is on board and understands it.

We’re rolling it out to the entire company. Mike and I use the last two years to wrap our brains around it and understand it. Now, we’re having the whole team get more on board with it. We’ve created accountability charts so that people know what their seats are, what their roles and responsibilities are so it’s clear. By having the whole team on board, it’s going to make it that much more impactful. Traction and other books talk about it as well as something called the flywheel. Are you familiar with the flywheel?

Yes.

That’s what traction does. If you’ve started your company, you’re on the path to something. If you look at this big metal wheel sitting in front of you, you’ve probably got it to start turning. By getting involved with traction and putting this framework and these systems in place through traction, it allows that flywheel to pick up speed. It then gets to a point where it’s turning on. It’s got so much momentum. It’s turning on its own. All of a sudden, you’ve got new business coming in, and because of the new business, you have all these systems to hire people. Those people are now being hired. You have all these systems to onboard them. The systems start to work together to this point where the business is running itself. That’s the dream.

There’s a couple of books called Traction. To be clear, it’s Gino Wickman. I listened to it every year in. At this time, I’m going to go listen to it again, but a lot of the things that he does were similar to the 150 years of build-up processes that the Coca-Cola company had. I find it’s great. It seems to take the best of a lot of what some of the best companies in the world do, but apply it to something practical for service-based businesses. I highly recommended it and you can find out more about Kerry at MKGMarketingInc.com.

BLG 268 | Media Planning

Media Planning: When you’re able to drop all those episodes, you’re keeping the audience engaged and allowing things to play through.

 

Before we go into the Live section, I would like to talk about our assessment to help you work out if you’re going to have a high or low seven-figure business in 2021. Go to PaulHigginsMentoring.com/assessment and answer fifteen questions in three minutes. Based on your results, you’ll get a free 45-minute strategy called Work Through a Plan. It’s not a sales call. It’s a strategy call. I said to someone it’s nice because so often you fill out quizzes or assessments, but it doesn’t give you anything. It’s a great way of capturing an email, but this is very specific. I will give you lots of value. Also, if you have shot the lights out and you’ve got everything covered, like Kerry has, we will get you to come on the show and share your results with everyone else. In the Live section, Kerry it is about you and some of your key habits. What are those daily habits to make you successful?

There are things that I do that are helpful and it’s different for me now. We probably talked about this a little bit on my podcast because we have lived a similar life of flexibility in that. I don’t have a clear 9 to 5 because I’m in a very different time zone than the rest of my team. The rest of my company is in the US across all the way from the East Coast to the Pacific Time zone. I’m anywhere from 5 hours to 8 hours ahead. I can’t work 9:00 to 5:00, which has become a bit of a blessing. One habit I’ve developed is dropping the kids off at school, which is next door. My husband and I, will make us coffee and tea and we’ll sit on the sofa and watch a Masterclass together.

I signed up for a Masterclass in 2020. They had a two for one deal because of the pandemic. I left right after it because it’s amazing. They’ve had so much content now. They’ve clearly been busier in 2020, and it’s so nice to kick off your day with not sitting and looking at emails and diving right into it, but getting the creative juices flowing by looking at what some of the experts have going on. I’ve watched Howard Schultz, who was the CEO of Starbucks. I’ve watched Doris Kearns Goodwin, who is a researcher of presidents and leadership. I’ve watched a lot of cooking ones because I’m trying to get better at that. I’m diving into a whole bunch from Daniel Pink in sales and negotiation to that other negotiation one I mentioned. My husband and I wanted to watch this Game Designer One, which has like, “What am I going to get out of this?” I’ve learned a lot from game design when it comes to design thinking in how you run a business. They’ve been marvelous and I’m thankful for building that habit and having something to look forward to from that standpoint.

The other habit I’ve gotten into is clear communication with my team of when I’m on and when I’m off. I wasn’t very good at this because I worked normal hours in the Pacific Time zone, but now, with my schedule being all over the place, I’m diligent about, “I’m going to pick the kids up from school and I’ll be back in an hour.” I turn off, like, I don’t look at my phone and I don’t respond when I’m with my kids. I do the same at dinner time from 5:00 to 7:00. I am with my family and I cook dinner. I make it a habit to be with them. It’s hard sometimes, especially with everything going on now, knowing my team’s online and they have a ton going on and that I’m not there. I’m not going to lie, it’s hard. I’ve certainly broken protocol, but I do try and make it a habit to be with my family at that time.

That’s the silver lining on a varied situation the moment with COVID that people have worked out that integrated life. For me, personally, I’ve got calls early with North America given that I’m eleven hours ahead in Australia. I also work a couple of nights late, but I will have a nap every day, a 40-minute nap in the middle of the day. It’s shift work for me, but you learn to adjust to that. It’s fantastic. It was interesting. I was out with my wife who works in corporate and we’re out for dinner. They were talking about the revelations they’ve had of working from home. As a whole, they enjoyed it. I didn’t say it, but I’ve been doing this for eleven years and it’s fantastic. It’s wonderful, especially if you’ve got a young children. We’ve mentioned Damien a couple of times, but he’s reading now because I’m going to make sure he reads. What would you like to say to him about the support he’s given you?

I don’t think I would have started a company if I didn’t have someone like him at my back. Luckily, he’s been part of many startups, so he has a very good head on his shoulder of what to expect. He’s grounding for me that way. I’ve gotten so much advice from him over the years of running the business and him being an amazing sounding board in helping me through. I’m an out-loud thinker. I have to process things by talking about them. He’s been amazing. While he’s not my direct business partner, he’s definitely been a life partner in the sense of helping me through challenges when it comes to thinking about running a business and being strategic about it.

The next section is the Give section. What’s a charity or community that you’re passionate about and why?

This falls under community moms. Moms are an amazing community of people who’ve banded together, especially in 2019. I’ve many mom groups that I’m a part of. I can’t even keep up with them all at this moment. I started a blog a few years ago around finding your happy medium. I feel like as a mom, especially during the pandemic, it’s all or nothing. You need to be all in one way or another from 100% breastfeeding to 100% cloth diapering to 100% making your own baby food to homeschooling. You have to be a super mom all the time. I got news for you, new moms, that’s not possible, but it is not impossible to give your kid the things you want to but do it in a way that’s balanced.

It's so important to have clear boundaries to keep your sanity. Click To Tweet

For me, I had twins. I was like, “There was no way. I know moms. They’re my heroes where they’ve nursed twins all the way through their first year. That’s amazing, but that was not me.” I had to find the balance of like, “When can I nurse and how much? What’s the alternative and what’s the formula look like? What formula do I feel comfortable giving my babies?” It’s all about finding that what can you give your kids that makes you feel good, but also keeps your sanity.

A big shout out to every mum at there. I know that my wife, Linda has been an incredible mom. I can see the fruits of that labor with two wonderful children. The charity that I support and I give all the proceeds of my book and also a portion of my revenue to is The Purple House. You can go to PurpleHouse.org.au and find out more. The last section is the Action section or the rapid-fire section. I’ll ask you some questions to get some rapid-fire responses. What are your top three personal effectiveness tips?

Systems. When you find you’re doing something repeatable over and over again, write it down. Look for and video it, whether that’s with Loom, Zoom, Dub or whatever it might be. Take note of it so that when you do finally can bring somebody on to do it for you, it’s all right there. They can pick it up and go. Number two is I have an amazing executive assistant who’s virtual and my saving everything. I used to run all the holiday party stuff where I’d like to virtually send everybody gifts from whole foods and snacks and treats. I did all the annual summit stuff and to have somebody helped me with all of that, even now is the most freeing thing ever. Number three would be work-life balance. You got to have a work-life balance. That’s what we’ve talked about. Paul, of setting those clear boundaries. Boundaries are hard, especially when you’re like the odd man out. We are in a different time zone than everybody else, but it’s important to have clear boundaries again, sanity.

What tech is essential to running your business?

Zoom, not just for video, but we use Zoom chat. I’ve switched over from Slack much to their dismay at first because I wanted it all-encompassing where they could smash that Zoom button and problem-solve over video than trying to do it over chat. All for asynchronous problem solving through other means, but when you’re trying to chat something out, you could have the conversation in ten minutes as opposed to over 30 or 45 minutes.

We will give a quick shout out to a past guest, Mike Adams. He’s got a company called Grain.co. If you go to Grain.co/blg, there’s a special offer there. What it does is record the Zoom call, but you can take notes so you can send sections of the call. It saves a huge amount of time. If you’re a Zoom fan, Grain.co/blg for your best source of new ideas.

I’m a big fan of a Masterclass. I do think they have a deal going on now where it’s buy one, get one or two for one, something like that. You can go in on for a year, but there’s so much content on there. As I said, I was watching a game designing, how to design games. He was talking about constraints and how your creativity works best when you’re given specific constraints. That is so true when you’re in business and you have to problem solving within specific constraints and how you’re doing that. There’s a ton of content. I shout out to Brené Brown because she’s just my hero right now. I’m consuming everything she’s putting out into the universe. The research she has done over the last years is powerful and all leaders should consume the heck out of it at all times.

The last question is the big question, and I’ll leave it to the end for that reason, but what impact do you want to leave on the world?

We need to move to a place where people have a work-life balance, where they live, where they work to live and not live to work. I have big dreams of offering a full year of maternity paternity leave, where moms and dads take off for a whole year to be with their new family. That’s so important. I only offer twelve weeks right now, but the dream is a year. I have a dream of a four-day work-week. Japan is doing this. The studies show that people get more done with less time and I truly believe that. That is a dream and to give people four-day weekend or three-day weekend would be amazing. That’s the future I want to give that as quickly and as soon as possible so that we can get there faster.

BLG 268 | Media Planning

Media Planning: When you can see somebody else’s point of view and understand what they’re going through right now, it shifts your interactions with them.

 

I could not think of a better alignment to a show called Build, Live, Give than the one you’ve summed up. That’s not scripted, everyone. You can find more about Kerry the great work that she does is MKGMarketingInc.com. You can also go and listen to her series. When’s it dropping, Kerry? Is it about the 12th of January 2021?

On the 11th of January 2021, the full season. We’ll be up and running season six.

That’s Tea Time With Tech Marketing Leaders Podcast. Search that on whatever your favorite podcasting app is and get ready for that. I know I’ve been listening to the old brand, which was MKG Podcast.

It’s got some great guests and great content. Thank you for coming on the show. Thoroughly, I enjoyed it as I knew I would. I hope all of you have enjoyed it as well. Kerry, have a great day, and thank you.

Thank you, Paul.

I loved that interview with Kerry. It was so natural and she shared some excellent tips on Facebook ads, which we’re going to go and implement, how to leverage the book Traction, and how she believes in people. What is your biggest takeaway from Kerry? Please share on your socials, mentioning Kerry and MKG Marketing to find out more about MKG Marketing, go to their website, MKGMarketingInc.com. If you believe something would benefit from the shows, please share. They would love you for it. Fill out the assessment to know if you’re going to have a high or low seven-figure business in 2021. Go to PaulHigginsMentoring.com/assessment. Please take action to build, live, and, give.

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About Kerry Guard

BLG 268 | Media PlanningThe COO of MKG Marketing, a digital marketing agency of experts specializing in SEO, Digital Advertising, Analytics, and Account Direction. She is responsible for HR and Marketing. As the HR director it’s her mission to find the most elite experts in the industry who have 5+ years of experience.
Kerry is a mom of twins – boy and a girl. She understands what work life balance really looks like and is on a mission to build a company that honors parents having a career and a life.
She also hosts the MKG Podcast, which brings eight digital marketing experts to your ears every quarter.

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