SummaryOn this episode of Service Evolution, host Shawn Black is joined by Jim Robinson, the CEO of CGP Maintenance and Construction Services, as well as an author, speaker, certified business coach, and chairman of a nonprofit organization. Shawn and Jim have an insightful conversation on today’s evolving marketing landscape and how businesses can stand out in an increasingly overcrowded marketplace. They discuss the transformations sweeping throughout the marketing world, including an estimated forty-percent increase in marketing messages last year alone. They also consider audience engagement and its undeniable significance in today’s digital realm before providing a few strategies and tactics for increasing engagement with your target audience.Show Notes(1:00) The Evolving Marketing Landscape(6:43) Adding Value through Authenticity(10:49) Using Storytelling to Engage Your Audience(14:00) Authenticity in Messaging(21:57) Leveraging User-Generated Content (27:29) Using Data-Driven Insights to Engage Your Audience(32:39) What Role Does Social Media Play in Audience Engagement?(41:43) Tips for Improving Audience Engagement(43:39) Closing ThoughtsLinksShawn BlackJim Robinson CGP Maintenance and ConstructionQuotes“You have to market only to the folks that you can actually add value to…You need to do your internal work. You need to see how you align with the company, culture, values, systems, and people. And if you align with those things, what is the value you’re willing to give them?…That’s truly how you get through the marketing of today.” - Jim Robinson, (5:03) “Your stories matter. They have to be real. They have to be super authentic. And then they become instantly relatable…truly get into being a good storyteller, and people will get involved and they’ll pay attention to you.” - Jim Robinson, (12:51)“Don’t keep trying to sell or engage people that are not going to be truly authentic to you or with you. And if you can’t be authentic to them, don’t engage. Only engage the ones you’re going to truly add value to their lives and maybe their family’s lives.” - Jim Robinson, (42:38)

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