Episode 22: Digital Marketing Through Uncertain Times

Today’s episode is a simple solocast of me talking to you. I’m recording in an extraordinary time when stress is being put on healthcare, public institutions, whole industries and even entire economies. All the uncertainty out there is invading our digital marketing world. What’s going to happen? Just thinking about current events can induce fears about budgets getting cut, teams getting shrunk and we feel an existential threat to our very career. 

To help, the first part of the episode goes through how uncertainty affects everyone’s mindset. I share what some authors like Elizabeth Kubler-Ross and Kurt Vonnegut have observed about these reactions change over time. By understanding them, we’ll hopefully cycle through these emotions more quickly. 

 

Peter Drucker said we shouldn’t scale back at times like this, but to make investments that “enable a business to make its future. That, in the last analysis, is what planning for uncertainty means.” So having dealt with how we respond to uncertainty as humans, I devote the rest of this episode to how we can respond as marketers.

I talk about investments we can make around planning, doing, analyzing and improving processes. I share resources that have helped me during crises so the way I market fits with new outside realities. Hopefully it helps propel you to act in a way that you can look back on with pride when it’s all over.

People/Products/Ideas Mentioned:

Mr. Micawber from Charles Dickens’ “David Copperfield”

Pandora’s Box

Andrea Bassi, co-author of “Tackling Complexity”

Apollo 13

The Shawshank Redemption among other ‘Man in Hole’ movies

Craig Ferguson final “Late Late Show” monologue

SWOT analysis

Porter Five Forces Model

Business Model Canvas popularized by Alex Osterwalder and Ash Maurya

Anzoff Matrix

“An Astronaut’s Guide to Life on Earth” by Chris Hadfield

Mark Schaefer’s Content Shock

Shell Oil’s There Is No Alternative (TINA) Scenario Planning

Dr Flint McGlaughlin, Founder MECLabs, on marketers using their art to help others in crisis. 

Reboot:

Go find another group who would benefit from clarity on their strengths and ways to it express their value to their audience.

 

Episode 21: Writing Persuasively for your site visitors

In this episode we talk about how to write persuasively for prospects. Our guest is Nik Paprocki, the founder of Websuitable,  an ROI driven digital agency serving small businesses all across Canada.

Like many in the agency space, he has seen enough bad copy to almost expect it, but when he was researching some product purchases, he found himself being drawn in by the copy they wrote. It wasn’t hard-hitting, buy-my-product Direct response writing that worked on him, rather it was copy focused on helping a buyer, giving answers to their problems.

He feels this use of copywriting is just as effective in terms of generating leads, because it speaks to everyone, not just those who are in-market to buy from you now. He felt so strongly about how it works that he swung his whole agency around to this writing approach.

In this episode, you’ll learn how to find insights on what problems buyers have, and tactics to write in a way that convinces buyers you can relate to them.

People and Products mentioned:

Reboot:

Nik’s preferred places for insights on what problems buyers have, so you know what to write copy about:

 

Episode 20: Using Video to make Content more engaging

Today we’ll talk about the production of videos to use in your marketing, all the way from the planning stage to the appearance of the final product.

Casey Li is the CEO and Founder of BiteSite, a Custom Software and Video Production Firm based in Ottawa, Canada. He started the company in 2012 after years of passion for the two fields and today, BiteSite serves small to medium businesses in the Ottawa area helping them execute their vision.

Listen as Casey takes us through the steps that his production company follows for making any video. You don’t have to involve an outsourced firm to make your videos, but you can use the same principles at any scale so your final product ends up telling a story that will keep viewers engaged.

People and Products mentioned:

 

Episode 19: Legal and not-so-legal aspects of digital marketing

In the fast pace of digital marketing, we sometimes brush up against legal issues. 

  • We might sometimes take risks that have legal repercussions. 
  • Other companies may harm our brand and we need to defend ourselves. 
  • We may do things where legal frameworks haven’t caught up and it’s not clear what is legal. 

Today’s guest is here to help marketers make sense of these situations. Megan Cornell is the founder of Momentum – a new kind of business law firm dedicated to providing law solutions in a way that works for clients. She explains data privacy, trademarks, spam, intellectual property and other legal issues we all face, giving plain-English explanations (a first for lawyers, as far as I know) of ways we marketers can stay on the right side of the law. 

People and Products/Resources mentioned:

Reboot:

See what aspects of Intellectual Property (IP) apply to you by referring to this Infographic:

Site containing more information on Canada’s approach to IP.

Episode 18: Top Paid Media Changes in 2019

In any given year, there are a lot of changes in paid media. The pace of change in 2019 was every bit as brisk as in previous years. For the third year in a row, we assembling a panel to look back at a shortlist of the changes that are the most significant. Then we weigh their impact on B2B companies and what can be done either to minimize downside or capitalize on the upside. Our Panel this time features PPC professionals Olga Gladycheva as well as Pierre Levasseur and yours truly

The changes we discussed in the show include:

  • LinkedIn adds Interest targeting options 
  • Apple Rollout of ITP 2.x 
  • Google Ads sunsets average position 
  • Click share metric available in Search Campaigns 
  • Google Ads Audit rules inside the desktop editor 
  • Microsoft Ads rebrands, keeps pace with Google Ads and deepens features brought by their relationship with LinkedIn   
  • Google rolls out Campaign-level conversions 
  • Google softens Location settings to people REGULARLY in my target 
  • Google puts same-meaning words in an auction on all types of Keyword matches 
  • Google Ads Retiring Accelerated Delivery 
  • Google lowers ‘15 conversions in 30-days’ as a minimum bar for Target CPA
  • Google Analytics reports both dates of click and date of conversion

People/Products Mentioned:

Reboot:

Stay to the end of the episode to hear our picks for the best and worst changes of the year. 

 

Episode 17: Staying Human in today’s Media landscape

Whether you look at traditional or digital media, there’s a growing expectation that brands be more human. Those that use technology as a spamming tool or a way to hide from their buyers are being ignored or worse, heckled by their audience on social media. You may not be experiencing this problem right now, but just because you aren’t, doesn’t mean you don’t have this problem.  

Buyers may be at a breaking point where they’ll stop tolerating company messaging in their media feed. We have saturated our audiences with so much sterilized corporate-speak, they don’t even hear us anymore. This is a sure-fired way to lose, and the only way we can win is to be more human. Listen to my conversation with Eric Collard (here are his TwitterLinkedIn profiles) who knows a lot about how to communicate in a human way.

Items talked about in show:

Funnel Reboot Episode 15 – Ad Fraud and what you can do about it

People & Products Mentioned

United Airlines

Mathew Sweezey 

Douglas Rushkoff

“The Marketing Rebellion” by Mark Schaefer

Quote attributed to Anthony Robbins (originally by Jim Rohn) “Success leaves clues.”

Image Eric likes depicting the journey:

 

 

 

 

 

 

Episode 16: Role of UX in a site’s marketing effectiveness

We can all agree that websites should persuade visitors to buy our products & services, right? There is a whole field that focuses on how websites do this, called User Experience (UX). 

To find out what marketers need to know about UX, I talked with Farhad Khan, an Ottawa-based expert on UX. He started out working as a software engineer for high tech companies and then formed a Web development agency called Grype Solutions in 2009. He has since received Ottawa Business Journal’s Top 40 under forty distinctions and has also started a podcast called The ButterFly Effect. 

Listen for his description of how design impacts a site’s marketing effectiveness, what jobs your website has, using your analytics tool to see how visitors flow through your site, making each page on your site interesting, and where sites are going when it comes to personalization.

Shownotes

People & Products Mentioned

 

 

Episode 15: Ad Fraud and what you can do about it

This episode looks at the impact of fraudulent traffic on digital marketing. We’ll talk about how big a problem it is for publishers, ad platforms and advertisers. We will step through what advertisers can do to make their campaigns less vulnerable to attacks by fraudsters, and give thoughts on how to give your non-marketing colleagues reasons why it’s still good business to advertise, in spite of problems with ad fraud.

Shownotes:

Ideas and Products mentioned in the episode

Humans Account for Less than 40% of Global Web Traffic.

Pixel Stuffing (see ‘pixel stuffing’)

Ad Stacking 

Misrepresentation ad fraud (video) 

Ad injections

Google Data Centres

Ad Fraud Bots reported by White Ops 

IAB.canada

Media Rating Council (MRC)

TAG standards

Blade Runner Voight-Kampff machine 

Polygraph Machine    

Ads.txt

Google Tag Manager Conversion Linker (Video) – incorrectly called it Conversion Looker in the audio.

Anti-drug PSA 

Arthur Andersen & Enron conflict of interest

Script to find How much of your traffic uses adblockers

People mentioned in the episode:

Bob Hoffman (adcontrarian) 

Mark Schaefer 

Scott Stratten

Gabe Leydon 

Augustine Fou 

Reboot:

To see invalid traffic numbers and percentages in your Google Ads account:

  1. login to your account and navigate to the campaign level
  2. Click the Columns icon and add the invalid interaction data columns
  3. If there are clicks you consider invalid that are not reported, you can request an invalid traffic investigation. Details are at the bottom of this page: https://www.google.com/ads/adtrafficquality/what-you-can-do.html

Episode 14: The Role of Content throughout the funnel

This episode takes us through the case of a company that seized the chance to market their product using content, tailored to each buyer’s vertical and funnel stage. Hear how they:

  • Implemented the email communications and marketing content into their Marketing Automation tool.
  • What kind of marketing resources they needed to build and maintain the platform
  • How to customize content for different audiences, without making too much work for yourself 
  • How to present dashboard data such that management understands how you use the budget to create content and what business-related numbers that influence.

Shownotes:

Ideas and Products mentioned in the episode:

People mentioned in the episode:

Reboot:

If you haven’t yet built content, use the attached Content Planning Template

If you have content on your site and you are auditing its marketing effectiveness, use some of the templates shown here:

 

Episode 13: How Content Experience Makes the Whole Funnel Work

This is the fifth in our five-part series on Making the Whole Funnel Work. An experience is created with the content you write; but content alone does not an experience make. You can’t just throw together a collection of words and expect it to do anything. Here I talk with a web copy expert on how to craft content that provides a positive experience for the user. In my interview with James Taylor of Samurai Marketing, you’ll hear the 12 steps he follows for creating content that measurably improves the number of users who engage and become leads.

Show Notes: 

People/Things mentioned in the show.

Episode Reboot: 

Here is James’ 12-step checklist for Creating WebPage and Blog Post content

Content checklist
Content checklist