In this episode we're talking with Jennie Malafarina, CEO of Virago Marketing on the common pitfalls companies make with freight marketing, including failing to research their target market, using overused stock imagery, and neglecting to embrace new channels like podcasting. Malafarina stresses the importance of building a personal brand and shares insights into creating a strategic revenue generation plan.

LINKS:

• Jennie's LinkedIn
• Viraago Marketing's Website
• Ed Burns' Post on Images
• Jennie's new Freight Marketing Podcast
• Matt Silver Cargado's Email Newsletter
• Whitney's Mediocre Marketer Podcast

QUOTES:

1. "I find that this industry sucks you in, and you never leave. More importantly, it's good that the industry sucks you in and that you move around the industry because we need that knowledge. We need people to understand the different nuances of the industry and be able to quickly apply solutions versus some of the greenroom people that are coming into the space." - Jennie Malafarina
2. "There's never just this one path for every company. It's really about having a conversation and saying, what is the business trying to accomplish? What are the sales objectives? And how can marketing support that? So it's always going to be different based on that response." - Jennie Malafarina
3. "Don't just start doing things to check boxes. Don't be like, we want a blog, so we're going to have a blog every week. Or we want to podcast so we're going to build a podcast. Who's your audience? Why is there a gap there?" - Jennie Malafarina

WATCH THE FULL EPISODE HERE

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