• Building a Culture of Experimentation in a Creative Business

    Barbara Caveness of Uncommon Logic tells us how she builds and manages teams that are both data-driven and creative. What job description would a marketing manager write if they wanted experimenters in their organization? I think it might go something like this. Title: Marketing Experimenter Primary job description: Making people aware of our products and persuading them to purchase them. You are perfect for this role if: You are not confident in your ability to create digital campaigns that will connect with our prospects. You fail frequently and with minimum impact. You do not consider yourself an intuitive copywriter. You do not have an intuitive sense of design. You are good at holding off helicopter executives. You ignore the expectations of others unless they are prospects or customers. You can waste time strategically. You forget past victories easily. You are unmoved by cool agency designs. You’ve mastered the tools necessary to learn how to speak to our prospects. You are good at talking about data and sharing it with teammates. Must be good at asking questions. You know how to celebrate successful campaigns. You know how to celebrate failures. If this is you, please apply immediately. If any of these qualifications seem counterintuitive to you, don’t worry. We are all going to have to learn to work with this kind of curious, disciplined and creative person. Would you want people like this working in your organization? I suspect you may already have these kinds of people on your team. So the real question will be, would this person be delighted to be in your organization? To help understand these kind of people, I invited Barbara Cavness to join me on this episode of Intended Consequences. Barbara is the CEO of (un)Common Logic – a digital marketing agency that you might be tempted to put into the category of “Search Engine Marketing”. But this is really an organization that enables teams of talented people to do great things. Her team investigates digital marketing data to find the surprising facts that can solve their clients toughest problems. Barbara is very purposeful in her approach to building teams, even though she encounters all of the same obstacles that we do. Learn how this former Duke University lacrosse player became the head of a marketing organization and how she fosters teamwork, curiosity, and creativity. Original Air Date: August 7, 2019
  • LAMA Pioneers Interviews-As-A-Service To Make Us The Next Mass Media

    Whether you want to amplify your personal brand or promote your company to potential talent, video interviews can be transformational. But the real impact comes when the only obstacle to what we can achieve is our imagination and not technology (or budget). Our host Peggy Anne Salz welcomes back Mario Arabov<https://www.linkedin.com/in/mario-arabov-29bb16b2/>, Co-Founder and COO of LAMA<http://www.lama-app.com/interviews>, the startup behind a new video Q&A app that allows everyone on the planet to produce and distribute short interviews. Mario updates us on his company, his platform, his latest release apps and his evolving strategy to offer an "interview-as-a-service" model to power B2B marketing. He also discusses his incredible traction with newsletter publishers and media companies who are using it to complement their content offers and engage new audiences. Finally, he shares the conversion rates for video, how to create a high performing video and why LAMA's new premium offer (that starts at €149) offers value for money. Original Air Date: August 7, 2019
  • SEO 101 Ep 360: Google’s Robots.txt Notices, More Google My Business Issues and Questions from Listeners

    This episode is guest co-hosted by Scott Van Achte, Senior SEO for StepForth. Ross and Scott discuss Google’s notices to site owners to remove index directives from their Robots.txt. They also discuss some more Google My Business issues such as the continuing bug in short names, a spotted new addition to editing a profile called “people also searched for”, and more. Lastly, they answer some great questions from the show’s valued listeners. Original Air Date: August 5, 2019
  • Interesting Google Search Ranking Tidbits And Google Ads Expand

    Dan Shure posted on his podcast his audio notes from after a private dinner with Gary Illyes of Google from April 4th 2017. Basically, they had a dinner with several SEOs, after the dinner when Dan got into his car, he took audio notes of what he remembered from that dinner. Google announced that in the coming weeks broad match modifier and phrase match keywords will also begin matching to words within the search query that share the same meaning as the keyword. The SEM/PPC community is not surprised but still very frustrated by this news. It is Google Ads (formerly AdWords) expanding the keywords you want to match on for your ads to even more types of keyword phrases. That ultimately can lead to your ad showing more often but also it can lead to your ad showing for queries that you do not want your ads to show for. This has been the trend Google Ads has been going with since 2014 and has been a huge frustration point for the SEM industry. Google has published official guidance on Core Updates that goes beyond anything published before. The guidance covers four areas of content and recommends becoming acquainted with Google’s Quality Raters Guidelines to learn how to judge your own content. The guidance additionally mentioned that updates could affect Google Discover. Original Air Date: August 1, 2019
  • Ad Formats And Monetization Models: How To Make The Best Match For Your Gaming App

    As an app marketer, you have a clear goal: to design the optimal ad experience that will engage your audience and growth your revenues in the process. How can you best monetize your audience with ads? What are the metrics to watch? Where should ads appear and how can they best engage? We get straight answers to crucial questions when our host Peggy Anne Salz catches up with Nadav Ashkenazy, VP Global Partnerships, ironSource, a company that builds technologies to help app developers take their apps to the next level. IronSource provides the industry’s largest in-app video network, a robust mobile ad mediation platform, and a data-driven user acquisition platform. Nadav, who works closely with some of the world’s largest gaming app companies, draws from his first-hand experience to provide top tips on the best ad units and his take on the hottest app marketing trends. Original Air Date: July 31, 2019
  • Why are your carts so small? Growing your WooCommerce average order value with James Kemp of Iconic

    "If you're running a WooCommerce store or building them for others, you generally have one mission. Convert visitors into paying customers! Of course, conversion rate optimization is super important to that journey, but it's not just the number of sales which are important, but also the size of your orders. In this episode of PressThis, we interview James Kemp of Iconic the makers of the Sales Booster plugin for WooCommerce. James shares his thoughts on what you can do to not only drive more customers to complete their orders, but have carts overflowing with items your customers WANT to buy. If your conversion rate strategy ends with adding orange buttons, listen to this episode of PressThis now and start working on delighting your customers and your CFO by building even more useful and valuable sales experiences than ever. Listen now!" Original Air Date: July 30, 2019
  • Writing The Most Compelling Call-To-Action For Your Paid Search Ads

    Nothing makes people click on an ad faster than a smart and compelling call-to-action. But message ad copy has to be more than strong and enticing. It should fit what your customer is looking for when they get to your landing page. More importantly, it has to match their sense of urgency. Our host Peggy Anne Salz catches up with Steffen Horst, CEO and Co-Founder of Symphonic Digital, a company providing underserved small and medium-size companies affordable, tailored digital marketing solutions. Steffen walks us through the three states of urgency (Low, Medium and High) and shares how marketers can use search terms to intuit if users are low-risk or high-value. One piece of advice: it pays to appeal to searchers looking for "free." Winning them now with a free trial or similar perk may make them more willing to pay later for the real deal. Original Air Date: July 29, 2019
  • Innovative Strategies Help Restaurants And Retailers Thrive Online

    Restaurants and retails brands are learning to leverage purchase data to understand, predict and influence how their customers make their buying decisions. These insights allow them to create personalized messaging and marketing initiatives that drive sales and thrive both in real-life and online. On the heels of exciting news that PepsiCo Foodservice has established Digital Lab to drive a better consumer experience, we catch up with Mobivity, a company involved in the lab and working to pinpoint and improve incremental occasions, such as checkout, when brands can best deliver personalized experiences that delight consumers. Dennis Becker, CEO of Mobivity, talks about the company's evolution and shares the case of Smashburger, which used Mobivity's technology to capture basket-level POS data and transform a simple printed receipt at the checkout into a dynamic communications medium. In just 45 days, participating Smashburger restaurants printed over 1.2 million coupon-enhanced receipts, driving more than 15,000 redemptions. What's more, returning customers even spent more while being rewarded for their loyalty to Smashburger. Original Air Date: July 29, 2019
  • YMYL Sites, LinkedIn And Google Search Indexing Issues

    Google's John Mueller talked about YMYL, specific to the health space, and mentioned that it is if you are writing about a topic on health that you are not an expert on then you are starting off already on a "shaky foundation." He said it probably makes sense for you to find experts to write or review what you wrote so that the content is "correct and it's trustworthy." He added it is content you want to feel comfortable that your friends can share with other friends. LinkedIn is adding a new feature to user profiles allowing people to list the professional services they offer to clients. This creates an opportunity for users to market their services outside of their business page and possibly connect with new prospects. The new services section in LinkedIn profiles will also be a helpful way for people to communicate exactly what it is they do for work. Just think – how many times have you had to explain to someone what an SEO does? Now you can clearly list the services you perform in your profile. Over the past few weeks or so there has been lot of rumors around why those suspensions have happened. Google has not be exactly clear about the issue but they did say they restored the suspended listings. That was not true and we waited. Now, Candour shared on Twitter a screen shot of Google My Business saying the shortnames connected bug with suspensions should be resolved soon, probably within 48 hours. The direct message reads "our engineering team has conformed that there was a technical issue connected to short names that is in profess of being fixed. If however, you are still experiencing the issue after 48 hours, please reply here with your dashboard URL." Original Air Date: July 25, 2019
  • 7 Hidden PPC Features You Probably Don’t Know About

    Lisa Raehsler is a search engine marketing and pay-per-click (PPC) strategist, nationally recognized speaker, and columnist for industry leading publications. As the founder and principal strategist at Big Click Co., she helps companies and agencies of all sizes to integrate PPC advertising into online media programs for brand promotion, demand generation, and customer acquisition. Lisa has led hundreds of paid advertising accounts for search engines (Google AdWords and Bing Ads), mobile, display, retargeting, and social media ad campaigns. Her experience spans twenty years and includes working with national brands at agencies and at the enterprise level at Thomson Reuters. Lisa has spoken about PPC, mobile, retargeting and other online marketing topics at industry conferences, training events, podcasts, and webinars. Lisa shares her expertise as a columnist for several industry publications. She is a recipient of the Microsoft MVP Award for Bing Ads PPC. Original Air Date: July 22, 2019
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