Episode 37Dec 9, 2022· 17:08
Replay - Isaac Mashman Jams On Guerrilla Marketing a Blog
About this episode
In this replay episode, I'm chatting with Isaac Mashman about Guerrilla Marketing a Blog.
Isaac Mashman is the founder of Mashman Ventures, a public relations firm specializing in personal branding and is the host of Chase the Vision with Isaac Mashman podcast.
In less than 4 years Isaac took his personal brand from being digitally inexistent to where it is today. He has been featured on dozens of podcasts, in…
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Full transcript
00:00
Welcome to the Bloggy Friends show!
00:18
Well Isaac, welcome to the show.
00:19
Welcome to the Bloggy Friends show.
00:20
I've got to start with the beginning question.
00:22
Will you be my Bloggy Friend?
00:23
Absolutely, Ashley.
00:24
Yes!
00:25
I have always...
00:26
See, that's why I started this show is I wanted more Bloggy Friends.
00:29
Let's face it, blogging is damn lonely and we need more friends on the internet.
00:33
Agreed.
00:34
Alright, so Isaac, welcome to the show and tell me a little bit about who you are and
00:39
what it is you do.
00:40
Yeah, well Ashley, thank you so much for inviting me on.
00:43
I'm honored to be here and a little bit about me, I run a public relations firm, Mashman
00:47
Ventures.
00:48
I launched that in 2020, right in the middle of the pandemic in April actually.
00:52
I've been doing that for over a year and a half.
00:55
It's been great, worked with dozens of people.
00:57
So I specialize in personal branding.
00:59
A lot of public relations firms typically work on really narrowing the gap between the
01:04
corporation and the consumer.
01:06
I noticed that there was a blue ocean opportunity to start working with people about other personal
01:10
brands and this also includes executives of these corporations because people buy from
01:15
people and I think that that's extremely important.
01:18
And so that's kind of a little bit about what I do professionally.
01:20
I'm also a podcast host like you.
01:22
I host Chase the Vision with Isaac Mashman, first time author, launched my first book,
01:27
Personal Branding and Manifestual Influence on November 1st, 2021.
01:32
And yeah, just building out my name as Isaac Mashman and somebody who's working for extra
01:39
ordinary things.
01:40
That's awesome.
01:41
I'm really excited to have you here because one of the big things that a lot of bloggers
01:45
complain about is that they don't know how to get the name out, the word out about what
01:50
it is that they're doing.
01:51
And one of my favorite things about you is that you really promote the shit out of yourself.
01:56
I mean, you promote the hell out of yourself in a way that I've never seen anyone do it
01:59
quite before.
02:01
And so to me, every time I think of you, I think of guerrilla marketing.
02:04
And so I want to know in your opinion how a person would take their blog and guerrilla
02:09
market the hell out of it.
02:10
Yeah.
02:11
Okay.
02:12
Well, one example that I could think of is taking an actual article that you did on your
02:16
blog and taking a printout, blowing it up onto a larger canvas, getting the canvas laminated
02:21
and posting it in a random place.
02:23
Like I would say guerrilla marketing, we have to think about guerrilla marketing as by definition.
02:28
And that is a creative form of marketing that uses the surroundings around you.
02:33
During the American Revolution, we won, Americans won versus Britain, not getting political,
02:40
sorry for the Brits that are listening.
02:42
But we won because of guerrilla warfare, right?
02:44
Because we knew the turf, we knew the forest, we knew the woods, and they were marching
02:48
in straight lines and banging their drums and wearing the woods, taking them out, right?
02:54
So in this particular case, we can take that and look at marketing tactics to where we
02:59
can leverage our surroundings to our benefit.
03:02
There was a once a time, and I'll give it a good example of a form of guerrilla marketing.
03:06
And that is I took my business cards and I was in Los Angeles and I was with a friend
03:10
and we are in a Barnes and Noble.
03:12
And I talked about this in the manifesto, but I took my business cards, went to the
03:15
business section and I put them in great Cardo's 10X roll.
03:19
I put them in Gary Vaynerchuk's books.
03:21
I put them in Damon John's book.
03:22
I'm like, I'm putting them everywhere in this business section.
03:25
And I actually put one underneath the mouse of one of the employees to watch him later
03:29
rip it up, screw him.
03:31
But I got a message a week and a half or two weeks later from somebody who bought one of
03:35
those books and found my business card.
03:37
That is an example of guerrilla marketing.
03:39
But although the direct results aren't so much what is significant, what is significant
03:45
is the mentality that it takes in order to do those small things that you might not see
03:49
instant results with because that is what it takes to grow your blog, to grow your podcasts,
03:54
to grow your personal brand.
03:56
Really being able to go up to anybody in the mall and talking about what you've got going
04:01
on and not being afraid to talk about yourself, which can be uncomfortable at times.
04:05
So what is it that made you confident enough to just go up to anybody and say, listen,
04:09
this is what I do?
04:10
Leaps of faith consistently over time.
04:14
I wasn't always that confident kid.
04:15
Now I was a kid who whenever there was a presentation at school, I could go up and present.
04:19
I wasn't somebody to run away with it.
04:21
But when I was in middle school, in high school, I was that self-conscious rebellious teenager
04:27
who would avoid the cameras.
04:29
I hated my smile and I still have some self-conscious things, remarkably so.
04:36
But it took me going and taking one way flights and going across the world and doing things
04:40
that made me so uncomfortable to where I'm like, I did all of this.
04:43
So I should be comfortable enough to talk to a stranger.
04:46
I think putting yourself in uncomfortable situations will increase your level of comfort
04:51
to a new level, to a new standard, to a new degree.
04:54
Then from there, you're able to continuously look for additional layers of discomfort,
04:58
raising your rates, raising your prices, getting a higher caliber guest on, writing an article
05:03
and doing an interview with somebody that you would normally idolize.
05:07
Really just putting yourself out there in an uncomfortable way.
05:10
Okay, so what are some of the tactics that you use to promote your own business?
05:14
For my own business, it is-
05:15
I mean, yeah, well, hold please.
05:16
I know you said the business card thing, but I got to ask the other stuff.
05:20
Correct.
05:21
Well, the thing is I have so many different moving parts with the business when it comes
05:26
to my branding strategy.
05:27
And I don't want to talk about every single one of them because we'd be here until next
05:30
year.
05:32
One of those things is search results.
05:34
What pops up on Google and especially as a blogger and as somebody having a blog, backlinks
05:38
are going to be essential.
05:41
Measuring your performance on similar sites.com, putting yourself in their database, going
05:45
to Alexa.com, understanding your Alexa rankings, connecting to Google Analytics, Google Search
05:50
Console, looking at performance, click through rates, all of the above.
05:54
Understanding the site map.
05:55
I could get into the technical side because I built on my own personal website, my company
05:59
site like I did everything from scratch myself.
06:02
But when it comes to promoting a business, you need to be on as many directories as possible.
06:06
You need to be on podcasts.
06:08
For example, I'm leveraging my personal brand to grow my company brands.
06:12
But actually, I had the opportunity a couple of weeks ago to land my very first client
06:16
for Mashman Ventures through a Google search.
06:19
He was in Fort Lauderdale.
06:20
My company is legally based out of Miami, Florida.
06:23
And great thing about being able to work remote is your business can be based anywhere.
06:27
And he searched up social media marketing and Mashman Ventures, although it's a public
06:31
relations firm, guess what came up.
06:34
He gave me a phone call and I closed him and now we're working together with Spina in the
06:37
next year.
06:38
And that came about by building out my brand through Google search.
06:42
So I'm going to bring up the elephant in the room because it's going to totally be in the
06:46
description.
06:47
One of the ways that I know you promote yourself is through Harrow.
06:50
Can you tell us a little bit about that?
06:51
Yeah.
06:52
So Harrow is HelpRecorder.com and that's actually how we initially got connected.
06:56
You had a, you know, you were looking for people to give advice on podcasts and this
07:00
was right at the beginning of you launching Blondie Friends.
07:04
And I responded with a pitch and I said, hey, in order to get higher caliber guests, you
07:08
need to approach them as they're equal and you love the pitch.
07:10
And then included me in the story.
07:12
I connected with you on multiple platforms.
07:14
We had a conversation, had you on my podcast.
07:17
You know, we had a great conversation and then bam, a couple of months later, now we're
07:21
doing this today.
07:22
But Harrow is a great way to connect with people that are normally out of reach, reporters
07:26
that hide their emails, reporters that get hundreds of pitches, but they want to be the
07:31
ones that are in control of the queries coming into their inbox.
07:34
And so Harrow is the way that they put themselves out there.
07:37
So you see a pitch that is relatable to you, your industry, your niche, or what you are
07:41
building your personal brand up as you reply to it.
07:44
You have a subject line, Isaac Mashman on effective podcast marketing strategies.
07:49
You include your name.
07:50
Thank you for the opportunity.
07:52
This is my pitch and this is why.
07:54
And you make it straightforward.
07:55
It doesn't need to be, you know, an essay.
07:57
It needs to be two, three paragraphs relatively quick and they like your pitch.
08:03
Great.
08:04
They include you.
08:05
You're in AM, you're in articles, you're in press because press is an essential thing
08:09
when it comes to building out your credibility because it's third party validation.
08:13
And that is not always easy to obtain, but at the end of the day, that's going to be
08:18
what drives you the most results because people buy from people and people trust other people's
08:23
words.
08:24
And, you know, same reason why you need to get video written testimonials as well.
08:27
And you can establish backlinks that way.
08:29
Well, now you said for business and for podcasts, but can blogs actually benefit from Harrow?
08:36
100% because at the end of the day, you're, you're submitting a picture, you're pitching
08:41
yourself, you're giving value, you're positioning yourself as an expert by naturally being featured
08:47
amongst other experts, right?
08:49
No matter the quantity.
08:50
And then oftentimes they'll include a back leak.
08:53
And from there, every single person that is the reading that article is going to see,
08:57
famousashleygrant.com, right underneath Ashley Grant, they're going to click on it, go to
09:02
your website, go to your blog, read what you have going on.
09:05
And they could very well love what you have happening and following you, connect with
09:11
you, subscribe, put in their email information.
09:13
And sometimes it can be difficult to measure the exact incoming traffic and the benefit
09:19
of this.
09:20
But at the end of the day, know that every single strategy is going to add up over time
09:24
to where you'll be able to get that momentum happening.
09:26
Okay, so let's say I'm going to start a food blog.
09:29
I'm going to start a food blog and I want to be the most famous food blogger of ever.
09:35
And I want, you know, read Drummond status where I'm getting my own show on Food Network
09:38
and all that stuff.
09:39
What's the first thing you would say to me?
09:41
Well, number one, subscribe to Hero.
09:44
They write like, you need to subscribe to healthreporter.com and I believe they actually
09:48
have a segment for food and travel.
09:50
So I would click that check mark and you're going to get notifications to your inbox every
09:54
morning, afternoon and evening time, Monday through Friday.
09:57
That's going to be, you know, 15 emails at the end of the week, every single week out
10:01
of out of an entire month of 60 emails, you're likely to get one, you know, story at least.
10:07
So that's going to be credibility.
10:08
But if you're wanting to become a very successful, renowned, respected and in demand food blogger,
10:15
you need to start blogging food, right?
10:17
You need to actually get your social media profiles created, get the same exact handle
10:22
on every single platform.
10:24
So you need to have a universal brand.
10:25
You need to establish omnipresence.
10:27
Now omnipresence is typically referred to when we're talking about God.
10:31
Now not to be sacrilegious, but we need to be like God in the sense where we're everywhere
10:35
all the time with our personal brand.
10:37
And so you need to have the, you know, omnipresent social media presence.
10:41
You need to have your website built.
10:42
And even if you cannot maybe afford to get your website going because you have to start
10:46
somewhere right and you want to keep costs low.
10:49
Well, I would look into going and building a free website on Wix or, you know, maybe
10:54
I'm trying to think about another site that I use actually, but go to Wix, create a free
10:58
website, go to Zoho Mail.
11:01
Once you buy a domain, right, get your domain, get a free email and their forever free plan
11:05
and you are going to have the foundation laid.
11:08
And then once you have the foundation laid, the concrete settles, then you can start building
11:12
up off of it to where you have a skyscraper in the sky.
11:15
I love it.
11:16
I love it.
11:17
You know, and it's like, I know a lot of the things that we're talking about right now.
11:22
One of the things that we discussed whenever we did the episode where you interviewed me
11:26
on your podcast is we were talking about how most of the things we were discussing, no
11:30
one's going to do.
11:31
Like maybe 1% of the people will do it.
11:35
And I think that's kind of sad because so many people have this light burning inside
11:39
them and they have a message that they could share and then they do nothing with it.
11:44
And it's like, if you wanted to get internet famous, why are you sitting on your hands?
11:49
Right.
11:50
So, now you mentioned the book or did you mention the book in this part?
11:57
I think I did.
11:58
Okay, in case you did mention the book.
12:01
No, I did at the very beginning.
12:02
There we go.
12:03
Yeah, I did.
12:04
I did.
12:05
Oh, okay.
12:06
Okay.
12:07
Well, Isaac, so you said you mentioned that you have just recently published a book.
12:08
Can you tell us a little bit about that and what is in the book?
12:12
What people are in it?
12:13
Yes.
12:14
So, I was just asking and it's called Personal Branding and Manifesto on Fame and Influence.
12:17
And again, I don't know if this is going to be on video, but I have the author copy right
12:20
in front of me right here that has a little gray bar that says not for resale, but super
12:25
excited to have this published.
12:26
And the entire purpose of the book is to focus on the what and why of personal branding.
12:31
A lot of times people don't understand what a personal brand is.
12:35
Have they already had it or is it something they create?
12:38
And then why is it important to build out their personal brand?
12:40
Why and what is the benefit?
12:42
And a lot of people that I talk to, they want to play it at a very mediocre level.
12:47
And this manifesto is telling them to think bigger and not in some motivational hurrah
12:50
out of the way, but in a way of your personal brand is going to be the number one thing
12:54
for virtually every problem in your life.
12:58
Need more sales.
12:59
We broke up in the film just then.
13:02
Oh, now there was a glitch.
13:04
Okay.
13:05
Sorry about that.
13:06
But I was just saying that, you know, your personal brand is the number one way that
13:11
you can solve all of your problems.
13:14
All of your problems.
13:15
I mean, from finding a girlfriend or boyfriend or significant other to getting more clients,
13:20
to getting more opportunities, to connecting with more people or maybe spreading awareness
13:25
about a cause.
13:26
And so I wrote the book and then I start to get into the how of building out your personal
13:30
brand and the basics, but I wanted to write something that would be around and be applicable
13:34
a hundred years from now to where I can look back when I'm an old man in my bed and you
13:38
know, doing whatever I'm doing at doing when I'm 80 and be like, you know what I wrote
13:42
back then?
13:43
It's still applicable.
13:44
So I didn't get super specific about, you know, specific forms of media.
13:48
And I talk about media in a general sense because media is going to evolve over the
13:52
next half century.
13:54
But at the end of the day, the same principles are always going to be, you know, always going
13:57
to apply.
13:58
And it is currently sitting at the number one new release in public relations.
14:02
It's like the fourth or fifth day that I've checked and it's been there at least for an
14:05
hour.
14:06
It reached the top nine bestseller list in public relations on Amazon too.
14:10
And so super grateful for every single person who's grabbed a copy and just glad to get
14:14
it in as many hands and households as possible.
14:16
Well, we'll definitely leave a link to it in the show notes.
14:19
It'll be at bloggyfriends.com backslash chase the vision.
14:22
Ooh, there we go.
14:23
Yes.
14:24
So, well, is there anything that I didn't ask you that you think I should have for my
14:28
bloggers to hear?
14:29
You have these questions.
14:30
When would be the best time to start a blog?
14:34
Right?
14:35
Yes.
14:36
When would be the best time to start right freaking now?
14:38
Get a website, Velk and start out your blog because content on Google ages like fine line.
14:43
It's the same thing with YouTube.
14:44
It's going to age over time, become more, you know, well known, going to pop up higher
14:49
on Google and especially for search engine optimization, not to get it too geeky and
14:54
too technical, but SEO is something that evolves every single day.
14:58
Google's algorithm changes 500 times a year, if not more.
15:02
And so in order to start ranking in Google, one of the factors that they measure is age.
15:08
How long has this been around?
15:09
And if you want to get a step up on everybody else who's starting to blog, well, you need
15:14
to start now and time is going to be on your side then.
15:17
Absolutely.
15:18
I completely agree.
15:19
And the thing is, you know, what's awesome about this day and age is that you can start
15:24
a blog so cheap.
15:25
I mean, all you really need to pay for if you really want to talk brass tacks is the
15:30
maybe what, $10 or $13 for the domain.
15:33
You can actually start for free on blogger.com.
15:36
That's how I started my very first blog.
15:37
I grant you it was hacked, but we'll get into that some other time.
15:41
But the point is you can do it for free.
15:43
And then once you start gaining traction, then you can pay your $4 a month with Bluehost
15:47
and get your WordPress account set up.
15:49
And one thing I'll leave in the show notes is that if you do want to start a WordPress
15:52
site, I have an awesome blog post of how you can start it in less time than it takes to
15:57
have a pizza delivered to your door.
15:59
So I'll definitely drop that in the notes.
16:01
And Isaac, I just want to thank you so much for being here today with me and sharing all
16:05
of your amazing knowledge.
16:07
And where can people find you online?
16:09
Well, Ashley, it's been an honor being here.
16:11
And thank you again for inviting me on the show and great to be able to talk, you know,
16:15
bloggy friends with you, right?
16:16
My very own bloggy friend.
16:19
But people can find me everywhere at Isaac Mashman.
16:21
I also have a podcast, She's the Vision with Isaac Mashman, available on literally every
16:24
single directory possible.
16:26
And if you wanted to grab a copy of my book, go ahead and click on the link that Ashley
16:30
is going to include in the show notes.
16:32
And Ashley, thank you again for having me.
16:34
Thank you.
16:35
And I'll see you next time.
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