Form Connections with your Audience Through Podcasting

Originally known as “audioblogs,” podcasts are taking the marketing world by storm. If you have updated your iPhone within the last year, you might have noticed the Podcasts application downloaded to your homepage. But you might be asking yourself, what exactly is a podcast? A podcast is a series of digital audio or video files that a user can download and listen to. They usually tend to be episodic and often available for subscription so new episodes are automatically downloaded for the user. Podcasts are created on a variety of different topics, from religion to crime theory to news.

Podcasting is on the fast track to becoming the newest way to connect with your audience in a meaningful way. Increasingly, businesses are creating podcasts of their own for a few different reasons:

  • Podcasts allow businesses to reach a nearly captive audience. Consumers tend to listen to most of the podcast episodes they download and are generally more educated and affluent. They are looking for a podcast that will evoke thought.
  • Podcasts can increase reach and grow a brand’s audience. Podcast consumers are always looking for a new series to listen to and if they are even the slightest bit familiar with your brand, chances are they will listen to your podcast. Also, give those who may not be familiar with your company a reason to listen. Draw them in.
  • Podcasts make brands more human and approachable to their audience. Consumers of a particular brand sometimes find companies intimidating because they only see their logo without a real person behind it. A podcast gives your company a voice that can influence consumers. This will also allow people to associate your brand with a certain tone and ideas.
  • Podcasts establish leadership of thought and allow a business to stand out from their competitors. You are putting your ideas out for anyone and everyone to listen. By doing this, you are associating your brand with certain ideas and contributions, both to society and the corporate world. This allows for a little competition between your company and others in your industry.

TIP: interview experts in your particular industry! This can help your business stand out from your competitors in a fun way.

Podcasts are inexpensive and quick to produce. New to the idea of podcasting? No problem! Contact our POTENZA team today for help and more information!

6 Digital Marketing Techniques to Better Engage Your Audience

The development of digital marketing has continuously changed the way brands and businesses use technology. The key objective of digital marketing is to promote your brand through various forms of digital media. An audience-led approach to digital marketing leads to guaranteed success. These 6 techniques will help you better engage your targeted audience through your digital platforms.

It’s all about the interactive content

Interactive content is a better way to educate, engage and entertain your
audience! This type of content requires your audience’s active participation.
Using interactive content creates an outlet to have a conversation with your
audience. Just remember: personalization is KEY.

Core examples of interactive content include polls or surveys, trivia games, calculators, assessments or brackets. These types of content are designed to stand alone or to layer into existing content. Other examples of interactive content for social media include Snapchat filters and lenses or uploading stories to Facebook, Snapchat or Instagram regularly.

Embrace new social media channels with open arms

There are always going to be new social media outlets. It’s important to always improve your brand awareness and reach. One
must know everything about the up-and-coming social media channels, including
how to use them and what audience is using them. This is an important part of
marketing to learn and take advantage of in order to be ahead of other
companies in your industry!

Create content for R E A L people

While algorithms have helped companies reach their targeted audiences in the
past, users are tired of feeling like they are being “figured out” through these
formulas, so to speak. Create and share content that you are proud to brand. You ultimately want your audience to show a genuine interest in your content to keep the following and have them share with their peers. To do this effectively, it is important to really understand your who your audience is and what they want.

Keep the live videos coming

Today, big brands have started using the live streaming aspect of many social
media platforms to reach their audience in a different way. This shows your
audience the “real people” behind your brand. Your audience will also feel like
they are part of the new product release or the Q&A because they
can truly engage. Facebook and Instagram are a great way to show your live
feed! You could also host a live video on your company website.


Yes, I know that people either love #hashtags or they find them extremely
annoying. However, they work! People actually search hashtags and use them to find exactly what they’re looking for on social media platforms. You should be using hashtags strategically on your social media posts to make sure that people can find them more easily and to help grow your followers. Warning: Don’t overkill it on the #’s though! It’s important to find the right balance for your brand and to use #relevant keywords.

Offer irresistible incentives

Offer your audience incentives for a variety of things: following your page, sharing a post, liking or commenting on a post, tagging a friend in a post, or participating in your survey or assessment. These incentives include doing some sort of giveaway, distributing a sale announcement, offering a personalized discount, or giving a free gift. You can offer incentives on social media, through email or on your website. By creating incentives, you are providing reasons for your audience to engage and participate in your content. *If you are running a contest on Facebook, make sure you are up-to-date with
their latest contest rules!

Need more tips to make your digital marketing more effective? Contact our POTENZA Marketing experts today!

Potenza Inc. wins prestigious national marketing software award

April 3, 2018 — Lafayette’s Potenza, a full-service 360 marketing firm, has won a prestigious, nationwide marketing software award.

Potenza, an Inc. 5000 fastest-growing company for four straight years. has won a 2018 AWA Award  (Automotive Website Award) in Marketing Automation for its 360° Platform.

Potenza CEO Frankie Russo expressed excitement about the honor, edging out some of the nation’s most cutting-edge marketing software developers.

“We’re thrilled to win such a prestigious award and to be recognized as one of the top marketing software firms among our peers,” said Russo.

“This award says a lot about our commitment to finding cutting edge, data- and software-based solutions for our customers, and about the great people at Potenza and the power of teamwork,” said Russo, who started Potenza with his brother, Giorgio Russo, barely a decade ago.

Software products nominated in the Marketing Automation category, a new category in 2018, have helped eliminate the guesswork out of marketing for dealers.

Potenza’s  360° software greatly improves three key areas for the dealer — multi-touch attribution and KPI tracking, automining, and inventory-driven advertising — combined, these tools help dealers measure the efficiency of their marketing efforts, identify where they get their best ROI, and better match customers’ needs with a dealer’s inventory.

The power of data and third-party marketing platforms is leveraged to automate advertising efforts, publishing hundreds or even thousands of real-time, automated advertisements that will be relevant to the consumer.

The 360° algorithms are constantly mining a dealership’s customers, sales, and inventory data in order to match customers with potential sales opportunities.

“This platform saves dealers time and money and, most importantly, helps improve customers’ experience while shopping for a vehicle,” said Russo.


This year, the AWAs took place on March 22nd, 2018—the night prior to the start of the National Automotive Dealers Association Convention. The Aria Resort & Hotel Las Vegas hosted the award show which presented dozens of awards to the best website and technology products on the market for car dealers, and one individual. Throughout the rest of the convention, car dealers can learn more about PCG Companies by visiting Booth #2192C at NADA. For more information about all the winners of the AWAs, please visit

Director of Software Development

Potenza Innovations, based in Lafayette, LA, is pleased to announce we are hiring for the position of Director of Software Development.

Job Description: Envisions product development and manages projects through completion; analyzes and designs software enhancements and new modules; manages development project from initial design through testing while providing strategic management direction. Manages developers and the completion of projects, resources, capacity, and deadlines. Interacts with customers at a strategic level primarily focused upon new products and features rather than order fulfillment or bugs.

The ideal candidate will possess the following skills, experience and/or capabilities:

• Experience with Jira or similar project management software.
• Experience working with software development teams.
• Experience planning and scoping software features, including the use of wireframing software (Pidoco, MyBalsamiq, Gliffy or similar)
• Basic understanding of HTML/CSS/Javascript is a plus.
• Experience with capacity management, pipelines, dependency management and software roadmapping.
• Excellent verbal and written communication skills are a must.
• Ability to manage multiple deadlines with constant communication to various stakeholders is a must.

About Potenza Innovations:
We are the software development division of Potenza Inc., an advertising and branding agency founded in 2007. Potenza Innovations develops and supports the marketing automation and intelligence platform Return Flight, which services hundreds of small to medium sized businesses across the country. With special emphasis upon the automotive dealer industry, Potenza Innovations provides the technical backing behind DriveAuto, a joint venture with Sinclair Broadcast Group. We are growing rapidly and are looking for high quality people to join our team to help lead our company to the next level in 2018. Potenza has made the INC 5000 Fastest Growing Companies in America four years in a row, and was recently honored by the Independent as one of the Top 50 companies in Acadiana.

Please send resumes to [email protected]

POTENZA Internships!

We’re all about internships at POTENZA!

Interning with our POTENZA Marketing team is a great opportunity to learn more about the advertising and marketing industry with hands-on experience! We’re all about giving our interns important tasks that deal with real-life clients.

From copywriting to planning exciting events to making social media campaigns, interns will gain tons of knowledge from the POTENZA pros that will be useful in the future. Students currently enrolled in school will be offered to gain course credit during their time at POTENZA. Interns will be eligible for both part-time and full-time internships depending on their course load. We only ask that each intern spends a minimum of 15 hours in the office with us!

POTENZA offers Marketing internships in the Fall, Spring, and Summer. Interns will be given multiple tasks that will require independence, initiative, organizational skills, and professional communication skills. Marketing interns also need to be social media savvy with a strong background in Facebook, Twitter, Instagram, and other social media platforms.

If you’re interested in applying, please send a cover letter and resume to [email protected]! We will contact you to set up a formal interview and give you a tour of our office!