Episode 21: Harness the Power of Your Brand Advocates with Visual Storytelling featuring Ekaterina Walter

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Welcome to another SUPER fun episode of the Marketing Nation Podcast, presented by Marketo and hosted by Marketo’s Digital Marketing Evangelist, DJ Waldow.

Ekaterina Walter, co-founder and CMO of Branderati and author of Think Like Zuck, joins the Marketing Nation to explore the topic of her new book, The Power of Visual Storytelling and why it works for brands.

Ekaterina has vast experience working for huge brands like Intel and Accenture, and she is now working more on the startup and agency side to help brands get creative in their marketing to reach their ideal target audience. She aims to cut through the sea of boring and unhelpful content by offering viewers something fun.

People love to laugh, Ekaterina reminds us, so why not develop your email newsletters, blog posts, podcasts, and social media updates around not only being useful, but being funny? Yes, it can be scary to put cartoons or gifs into your email marketing, but there are two important reasons for trying it:

  1. You can find out who your true fans are and get rid of the rest, and
  2. You can always apologize and try something new if it doesn’t work.

If your customers feel like you care about them, they can become your biggest advocates. And if your content and social media strategy isn’t aligned with making them love you, it might be time to reconsider your goals.

People can consume images 60,000 times faster than text. Our attention spans are getting shorter. These are just a few statistics that proves that visual marketing is not a fad. So, what changes can you make to your current strategy to make your brand stand out?

Try adding eye-catching graphics or gifs to your every day content. If something doesn’t work for your audience, try another type of image or a quote overlay. Keep trying different tactics until you find what resonates with your audience. Better still, give your advocates the spotlight and show (don’t tell) people who they are. This a great way to develop content that your audience will care about because it’s authentic and real.

Ekaterina gives a shout out to her co-author, Jessica Gioglio,  and her work with Dunkin Donuts who is pioneering the visual marketing space. Check out what Dunkin Donuts is doing on Facebook and Instagram for some great examples.


Want to be a guest? Have a topic you’d like to share? Email us: podcast@marketo.com or drop us a tweet using the #MktgNation hashtag. Oh, and if you love this episode… share it with your friends, co-workers, colleagues, and family.

Ekaterina Walter is a social media trailblazer and an author of the Wall Street Journal bestseller Think Like Zuck: The Five Business Secrets of Facebook’s Improbably Brilliant CEO Mark Zuckerberg, as well as The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand. A recognized business and marketing thought leader, she is a sought-after international speaker and a regular contributor to leading-edge print and online publications such as Forbes, Fast Company, Huffington Post, and Entrepreneur. Walter led strategic and marketing innovation for brands such as Intel and Accenture, and is currently a co-founder and CMO of BRANDERATI. She has been consistently recognized by the industry and her peers for her innovative thinking, most recently receiving a 2013 Marketer of the Year honor (SoMe Awards) and being named among 25 Women Who Rock Social Media in 2012. Walter was featured in Forbes and BusinessReviewUSA, and her opinion was highlighted on CNBC, ABC, NBC, Fox News, First Business Chicago, TechCrunch, WSJ and more. She sits on a Board of Directors of Word of Mouth Marketing Association (WOMMA). Walter holds a Master’s degree in International Management from the Thunderbird School of Global Management.