This week on the If You Market podcast we speak with Vicky Sarmiento of Feedmob about Digital Marketing. We also manage to talk a lot about startups, marketing education, and Vicky shares some of her biggest mistakes in Digital Marketing.
Vicky is a digital marketing and communications expert with a decade of experience in the B2B and social impact space. Vicky is currently the Marketing Manager at Feedmob, where she spearheads branding, content and digital campaign strategies for the company. She is a proud women in tech mentor, non-profit board member and has co-produced and emceed TEDx Peace Plaza in San Francisco. Before working in tech, she was a former writer for President Clinton and former Press Secretary at the New York State Senate.
In her free time you can find Vicky with her friends, family and Dog, crafting, playing guitar, creating content, reading, shopping, traveling & learning new ways to connect with people.
Subscribe to the If You Market Podcast on iTunes: www.goo.gl/nfMMtW
Youtube: https://youtu.be/g8ow7CaV0no
Contact Vicky Sarmiento
LinkedIn: https://www.linkedin.com/in/vickysarmiento/
Personal Website: www.vickysarmiento.com
Tools:
- draw.io
- asana.com
- adobe indesign/photoshop
- zoom.us
- GotoWebinar
- Optimizely.com
- abtesting.com
- Mailchimp.com
- Hubspot.com
- sproutsocial.com
- hootsuite.com
- buffer.com
- Wistia.com
Company Website: www.feedmob.com
About FeedMob: FeedMob is a performance mobile adtech company that provides radically transparent growth solutions for global brands.
If you have questions about the If You Market podcast or would like to suggest a guest, please email us at info@IfYouMarket.com.
You can subscribe to The If You Market Podcast on apple iTunes or where ever you get your podcasts.
Transcript:
00:09
thank you for listening VAP market
00:12
podcast I’m your host Skye cassidy
00:13
carlito helms our co-host will be out
00:16
today but we’ll be talking about the art
00:18
and science of digital marketing with
00:20
Vicki Sarmiento Vicki is a digital
00:23
marketing and communications expert with
00:25
a decade of experience in the b2b and
00:27
social impact space she’s currently the
00:30
marketing manager at feed mob where she
00:32
spearheads branding content and digital
00:34
campaign strategies she’s a proud women
00:37
in tech mentor nonprofit board member
00:39
and has co-produced and emceed TEDx
00:43
Peace Plaza in San Francisco before
00:45
working in tech she was a writer for
00:47
President Clinton and former press
00:49
secretary at the New York State Senate
00:51
in her free time you can find Vicki with
00:53
her friends family and dog crafting
00:55
playing guitar creating content reading
00:58
shopping traveling and learning new ways
01:01
Vicki we’re super excited to have you
01:03
with us today thanks for joining here
01:06
you have a lot of hobbies thanks for
01:12
having me I’m really excited to talk
01:13
about additional marketing as it
01:16
pertains to data as well as creative so
01:18
it so it’ll be a fun conversation house
01:21
fantastic before we really get into
01:23
digital marketing and and the technology
01:26
of it all and everything can you tell us
01:29
a little bit of your story kind of how
01:30
you got into marketing how you got where
01:32
you’re at you’ve got quite a quite a
01:34
background yeah sure so yeah I’m dating
01:39
myself a little bit over a little over
01:41
ten years ago I started my career out in
01:45
the consulting world in Wall Street so I
01:47
worked for a consulting firm that’s
01:49
specifically cater to the higher
01:51
education industry but we ran their
01:54
endowments their financials their
01:56
retirement plans and I started out as an
01:59
Account Manager wanting to do more
02:02
marketing business development
02:04
communication something it was a little
02:06
bit more you know people facing on a
02:08
regular basis we had a small marketing
02:12
department at the time this too
02:13
you know this is like 2007 stole so
02:16
really paper clinic and people weren’t
02:20
even taken winked and very seriously at
02:22
the time right like I mean I remember
02:25
going up to my EC levels and saying I
02:27
think we should take Linton seriously
02:28
and they kinda just like the REO you’re
02:30
a young person that likes Facebook they
02:33
said focus on Google+ that’s where it’s
02:35
at that even existed yet so I worked
02:41
with their principals at the time to
02:43
launch an omni-channel marketing
02:45
campaign and that was really my first
02:47
taste into demand gen as it pertained to
02:50
the b2b world so we developed a market
02:52
research study we distributed that
02:54
market research city across different
02:56
channels email communications press you
03:01
know we we got a press shop in to help
03:05
us make sure that we were advertising
03:07
quickly across different channels again
03:09
you know digital and paid was been a
03:11
medium that I think a lot of the
03:12
businesses were investing in specially
03:14
businesses in in wall street but it was
03:17
a huge success we doubled our revenue in
03:19
a couple years I became doctor business
03:22
development forward that firm and and it
03:26
was it was great you know we we became
03:28
market leaders we won all sorts of
03:30
awards and I really fell in love with
03:32
with Legion and and making sure that we
03:35
had a really crisp wonderful content for
03:37
our audience that helped them write that
03:39
was about them it wasn’t about
03:41
necessarily about just our bottom line
03:43
simon Sinek talks about those some other
03:46
things ever wrote his book start with
03:47
the why right so so really starting with
03:49
the why was figuring out how can how can
03:52
I help my clients how can I help my
03:54
customers so so that was my first kind
03:57
of entry into it but I got an
03:59
opportunity that it couldn’t refuse at
04:01
the time I was offered a role as the
04:05
press secretary for the Senate Majority
04:07
Leader in York State and so you know I
04:10
had to take it because it was a really
04:12
exciting opportunity to work with press
04:14
and media than your time is The Wall
04:16
Street Journal and PR you know make sure
04:18
that we were placed all in the right
04:21
areas around different campaigns work
04:24
the policy department as
04:27
that was exciting year of my life being
04:29
a part of campaigns and really
04:30
interfacing with media and crafts and
04:32
communications as it relates to a
04:34
personal brand right and in that matter
04:36
the the politician is brand after after
04:40
that I got a lot of opportunities I went
04:43
back to New York State because I was at
04:44
Albany at the time I it was kind of slow
04:49
for me you know I wanted to really make
04:51
sure that I was growing with the trend
04:53
of digital and and as you can imagine
04:55
you know there are certain industries
04:57
and market sectors that are a little bit
04:59
slower to adopt digital mediums right
05:02
maybe just they take these things
05:03
seriously and so I really wanted to
05:06
focus my energy in the startup world the
05:08
small business world the tech world and
05:10
so for a couple years I did everything
05:13
and anything I took a pay cut I read all
05:15
the books trade was following Rand
05:18
Fishkin around obsessively and and I
05:22
remember just Spain of people hey I’ll
05:24
run your digital marketing campaign you
05:27
know for a chicken leg you know I need
05:30
experience I want to be able to what
05:32
year do you think they’re around this
05:36
was like 20 I would say 2012 2013 when I
05:39
just started doing you know working for
05:41
businesses that wanted to increase their
05:43
presence in their community and and
05:45
didn’t really know how to use Facebook
05:46
for that and didn’t really understand
05:49
pay-per-click so I started yeah I
05:52
started I really started doing that made
05:54
my mistakes but also had successes and
05:57
then I started to slowly kind of come up
05:59
with my portfolio I got a lot of
06:01
different opportunities working for then
06:03
tech startups right so you kind of
06:05
transition to tech startups with proper
06:07
product managers and folks that were
06:10
working with me to make sure that
06:11
execution was scaling and that I got in
06:15
touch with mentors I you know
06:17
fortunately met the right people that
06:19
that coached me along and I moved to
06:22
Silicon Valley a couple years ago to
06:23
three years ago to really be in the
06:25
thick of things in the startup world
06:27
looking for a digital health startup and
06:29
now working in mobile ad tech so so a
06:33
lot of a lot of my journey has been
06:34
around hey
06:36
graduate from college don’t really know
06:38
what I want I definitely want to be in
06:40
people with marketing communications how
06:43
am I going to do that in an interesting
06:44
way that I think is a breast with the
06:47
times that I think is current and and
06:51
can give me the kind of growth and
06:53
learning kata that I think is most
06:55
exciting so you got bit by the digital
06:59
marketing bug really early on and I did
07:01
you market and then just allocated more
07:04
and more into it yeah and you know I
07:06
think part of that too so I’m an older
07:09
classified by Milson as being an older
07:12
millennial right and and you know we
07:17
grew up with the Internet right I mean
07:18
remember pre Google is like AltaVista
07:22
Internet Explorer and and so you know I
07:25
think our generation is fascinated by
07:27
the inbound nature of queries and and
07:30
also the the nature of our digital
07:33
economy being customer and client
07:35
centric and I say that because you know
07:37
I think it’s a really exciting time to
07:39
be a marketer you’re not catering to
07:42
folks that don’t have a need for you
07:45
you’re doing the opposite you’re trying
07:46
to find people whose lives you can
07:49
positively impact and I think that
07:51
that’s that is the real power of the
07:53
conversation that digital marketing
07:55
brings right it’s this real-time oh okay
07:57
I can identify the people that really
08:00
need my help
08:01
and my expertise and and I can help them
08:04
with their businesses you know with
08:07
whatever personal branding they need
08:08
etcetera so it’s I think it’s really
08:09
exciting to have this digital ecosystem
08:11
that really is kind of real-time
08:13
conversation between a marketer and and
08:16
customers yes a lot of the right people
08:19
right a hundred percent a lot of the
08:23
right people right I mean I don’t man so
08:26
I don’t even I think there are some
08:28
startups that still do this but right
08:30
cold-calling was really big when I first
08:34
started my career it was kind of that
08:35
was your inbound wasn’t it wasn’t you
08:39
know it was really like I mean but but
08:41
it wasn’t people were not thinking about
08:44
content strategy in the same way that
08:46
they’re doing today people don’t even
08:48
really you know they didn’t have pixels
08:50
they didn’t have things that were really
08:51
tracking things so Martha was
08:54
there yet yeah yeah you just have a
08:59
literally you had a list and you hoped
09:01
to God that you purchased the right list
09:04
and most of them are really bad and
09:06
you’ve got you know your associates to
09:08
make make cook calls all day and all
09:10
night hoping that you know why don’t you
09:12
we work out so coming back make oh
09:15
that’s that’s gonna become popular again
09:17
the next night you know I I was in a
09:22
class at alchemists accelerator so
09:23
they’re a big b2b tech accelerator here
09:25
in the valley and I I remember sitting
09:28
there and there is a there was a really
09:30
successful certifying he and he was like
09:32
code calling and it’s not it’s not for
09:33
everybody but if you know that that
09:35
model is right for you then then
09:37
spending all having your salesperson
09:39
coke all day and you know that the one
09:41
line of business your closing is like
09:43
three hundred thousand dollars maybe
09:44
that’s worth it so so yeah so that’s you
09:47
know I I will I will caveat that was
09:50
right you gotta do you don’t know work
09:52
on the channels that really work for you
09:54
and that’s really where strategy and
09:55
foundation comes every that’s yeah
09:57
that’s place yeah they all have place
09:59
now digital marketing there’s so many
10:01
options now where we get in digital
10:04
marketing one more thing feed mob where
10:06
you’re working now can you speak a
10:07
little bit about what they do a feed mob
10:09
I mean yeah I believe you guys handle
10:12
both business and consumer marketing is
10:15
that right so we our clients are really
10:20
fortune 100 tech companies although we
10:22
we represent all brands but we’re
10:24
specific to mobile that’s our area of
10:27
expertise so so feed mob is a
10:30
performance driven mobile demand gen
10:34
company and and we focus on delivering
10:37
radically transparent growth solutions
10:38
to our clients so so I say radically
10:41
transfer and we and you know we actually
10:42
just rebranded our mission I say
10:44
radically transparent because you know
10:46
this as an entrepreneur and as a
10:48
marketer there’s a ton of fraud out
10:50
there
10:51
right there’s bots everywhere you know I
10:53
remember naively I study about in
10:56
different marketing and I remember
10:57
traffic tracking my traffic and being so
11:00
happy oh wow look at you know a hundred
11:02
thousand new users coming in to our
11:04
website but you know 70 percent of them
11:06
were BOTS and
11:08
right now in the mobile in the mobile
11:09
ecosystem because we wouldn’t have a
11:12
very regulated system when it comes to
11:14
traffic a lot of fraud is happening and
11:17
so we we specialize in helping our
11:20
clients identify where fraud is so that
11:23
they are protecting their investment
11:25
there is there are just billions of
11:29
dollars that are spent by by advertisers
11:33
by big companies every year and and
11:35
billions of those dollars are
11:37
unfortunately lost to mobile ad fraud
11:39
there was almost 5 billion in 2018 that
11:44
was attributed to mobile ad fraud and
11:46
and that more than doubled from the
11:48
previous year and I think we know why
11:49
right because we’re becoming more mobile
11:53
businesses are spending more money on
11:56
the mobile ecosystem and scaling and
11:59
getting users that way but unfortunately
12:01
with with the good comes back and and
12:04
the bad players are very good at being
12:06
bad and I say that you know there’s the
12:10
really interesting article by a reporter
12:12
called his name is Craig Silverman it
12:14
came out in q4 of last year and by
12:17
BuzzFeed there was an investigation with
12:20
the FBI and and we got really excited
12:22
here at feed mob because you know now
12:23
it’s becoming a little just a little bit
12:25
more mainstream it speaks to you it says
12:27
this is why we’re kind of yeah exactly
12:30
exactly so so a big investigation and
12:32
they found that not only was there there
12:35
fraud being committed by very
12:36
sophisticated algorithms you know that
12:39
that modeled human behavioural elements
12:42
so you could even you know you can even
12:44
detect behaviorally that this person was
12:47
not a real user but there were shell
12:48
companies created all over the world and
12:51
and those chakras were generating
12:53
billions of dollars in revenue millions
12:56
of dollars in revenue from from from
12:58
multiple companies without the companies
13:00
even knowing and and this was a huge
13:02
investigation it involved FBI Department
13:05
of Justice Google 20 other really large
13:07
tech companies and so so this speaks to
13:09
the gravity of what we’re facing right
13:12
now in the market it’s it’s kind you
13:14
know it’s it so I so it’s funny because
13:16
in the beginning of the servers are just
13:17
said it’s really exciting time to be a
13:19
marketer but it’s also a really
13:21
eye-opening
13:21
right it’s kind of like the post truth
13:23
time of perfect
13:26
I mean sales at one point was everything
13:28
you barely heard about marketing it was
13:29
in the background and then kind of got a
13:32
bad name as I think Holly was partly to
13:35
blame because the actual sales person
13:37
isn’t very exciting so all the movies
13:38
are about con artists but they call it
13:40
sales so everybody thinks sales is a con
13:43
now that’s what sales people are con
13:44
artists say no no there’s real sales
13:46
people there to get you a real solution
13:47
get you the right product and whatnot
13:50
but I think marketing might be going
13:53
towards that people don’t trust it
13:55
anyway
13:55
here we’re paranoid about Google AdWords
13:57
you know even the days you’re thinking
13:59
oh just cuz they’re big doesn’t mean
14:01
there isn’t something in there that’s
14:04
designed to you know like you said you
14:05
see a hundred thousand people hit your
14:07
site how many those are real people how
14:09
many those how many of those are bots
14:11
designed by some sales manager at an ad
14:14
company that just wanted to boost their
14:16
numbers but there’s only so many exactly
14:18
on that keyword so they got to do
14:20
something to get their numbers up they
14:22
can artificially increase the number of
14:24
you know quote-unquote people
14:26
trafficking see I I see affiliate it
14:29
scares me most of that fraud stuff I
14:31
think has been done through affiliate
14:33
networks because they can say oh we sign
14:35
up for this affiliate Network now all we
14:37
have to do is push traffic through and
14:39
then oh if we could go out and do the
14:41
hard work to attract people or we could
14:43
just make traffic up yeah yeah and and I
14:46
think that’s where you know I mean I I
14:48
got really excited when when I was
14:52
shopping around and meaning I’ve been
14:54
basically meeting the the founders of
14:56
feed mob because they were focusing on
14:59
developing not only a team that would
15:02
have a consultative approach with with
15:04
their clients but but it seemed that’s
15:06
backed by really sophisticated and
15:07
amazing technology and that’s that’s
15:10
where right the push and the pull is
15:11
going to be how are we going to build an
15:14
infrastructure and a technology that
15:17
we’ll be able to identify and test you
15:20
know you talk about affiliates test the
15:22
test networks frequently just like in
15:25
marketing we test our audience
15:26
frequently well we should be doing that
15:28
with the kind of spam that we oh it’s
15:29
worse than your company spending a
15:32
million dollars a month we should be
15:34
able to tell
15:35
and come back and say okay this is
15:37
scalable this is not working this is
15:38
kind of fishy here the patterns that
15:40
were observing we have sophisticated
15:42
algorithms were you know she’s selling
15:46
it and stirred around we should we
15:47
should definitely have super-bright we
15:48
should have sophisticated tools that can
15:50
identify fraudulent behavior so that’s
15:53
that’s really our goal here at feed mob
15:55
and I’m really excited to be a part of
15:57
the branding team and helping them
16:00
rebrand and definitely spread the words
16:02
great I guess all the Marr tech allows
16:04
for a lot of really exciting things but
16:06
in smaller companies to scale stuff but
16:09
now every everybody out there that’s
16:10
committing fraud can scale very easily
16:12
also they’re basically manage of these
16:14
mark tech things you know all the all
16:17
the loopholes in every new technology
16:20
are always there for every conman and
16:21
frost or to take advantage of so you’re
16:24
saying feed mob has a lot of
16:26
transparency to kind of help combat that
16:28
clients that’s great yeah with your
16:32
clients how much of the mobile ad stuff
16:34
I guess what we’re getting in Freight
16:36
into the digital marketing now we talk
16:38
about a lot other stuff first but how
16:40
much of the mobile ad stuff that you do
16:42
is b2b versus b2c percentage-wise most
16:49
of our most so so we work with ops and a
16:53
lot of the apps are b2c so they’re right
16:56
there gaming apps their utility apps
16:59
their social media apps right so we we
17:03
work with the actual user acquisition
17:06
managers at these companies to make sure
17:10
that they’re scaling appropriately
17:11
they’re scaling responsibly and to also
17:14
make sure that they really understand
17:16
the legitimacy of their traffic and I
17:19
mean essentially we take the burden off
17:23
of what they would have had to do and I
17:26
gotta tell you as a marketer myself
17:28
having to figure out okay what where
17:31
should i advertise what sorts of
17:33
networks should I should I go to okay
17:36
should I hire an agency should I hire a
17:39
good I mean there’s all sorts of things
17:41
that you need to do on your day to day
17:44
especially if you have a smaller team
17:45
you know but even with a large scale
17:47
team right I mean we
17:49
have a number of people that work on
17:51
every count and you know we have over 55
17:54
50 people worldwide and and each thing
17:58
each of our schemes it’s not like right
18:00
there’s one single point of contact but
18:02
there are a lot of resources that come
18:03
into our clients accountants so if you
18:06
imagine that if if they had to do it
18:10
themselves that means that they would
18:11
have to attest every network themselves
18:13
every week they’d have to also come up
18:16
with a product that’s keeping abreast of
18:18
the new trends in fraud I’m good to say
18:21
about there are new trends in fraud but
18:23
there always are something that there’s
18:24
something new that’s if it’s not quick
18:26
spamming it’s something else
18:28
you know it’s SDK so there’s just
18:30
there’s every you know the list gets
18:33
longer and longer that’s a great matter
18:35
by the way what’s trending in fraud this
18:37
week more more b2c but we do work with
18:49
the marketer and the business division
18:51
of these companies in order to make sure
18:52
that they’re scaling I’m completely and
18:54
strategically yeah I guess the more
18:56
fraud there is in a space the more you
18:58
need a guide because I mean with the
19:00
internet digital marketing every company
19:02
can go on and just do stuff themselves
19:04
but base where there’s a lot of fraud
19:07
there’s a much greater chance you’re
19:09
gonna go on and and just be waste
19:11
throwing your money away to some game
19:14
artist somewhere rather than actually
19:16
actually getting results for it yeah and
19:20
I think I think people I mean of course
19:23
that we work with her I mean very very
19:26
intelligent and you know I mean they’ve
19:28
I left two folks their heads of
19:30
departments or right directors and
19:32
departments and I think as it gets more
19:35
so people people are now understanding
19:37
okay we know that this is a problem
19:40
we’ve seen that this has been a problem
19:42
but now is the time where okay we really
19:45
need to do our due diligence and so what
19:47
does that look like and I think that the
19:48
build of what that due diligence looks
19:51
like is really gonna get solidified in
19:53
you know in the next decade maybe even
19:55
less than that because of the amount of
19:58
money that is being lost every I mean we
20:01
this is not a very
20:03
regulated industry but I remember
20:05
reading somewhere that next to illicit
20:09
drug trafficking this is the most
20:11
profitable like like fraud is crazy so
20:16
so you know when when you look at the
20:18
numbers and and the way that it
20:20
adversely affects advertisers it which
20:23
means that it you know on a larger scale
20:25
it firstly affects businesses because
20:27
they’re not actually getting users
20:28
they’re just paying for something that’s
20:30
out there so you know it’s a whole it’s
20:32
a whole pattern and I think that you’re
20:33
gonna see this unravel particularly in
20:36
mobile certainly you know I mean this is
20:38
a problem in desktop etc but you’re
20:41
gonna see that unraveling next years so
20:43
it’s an exciting time also scary time
20:45
but exciting so that’s really really
20:47
scary because I know we’re paranoid over
20:49
here but you’re kind of reinforcing your
20:51
paranoia you know we’re happy it’s it’s
20:59
a problem and it’s an interesting really
21:01
interesting problem to solve right data
21:03
scientists data data is involved have
21:07
the data analysis to figure out what are
21:09
the patterns and I think that you know
21:10
that’s it’s a really interesting problem
21:12
to solve so yes it I guess it exists in
21:15
every space it’s not like it’s it’s only
21:17
exists there anywhere were there’s money
21:18
there’s gonna be people trying to commit
21:20
fraud to get it I know it’s our space we
21:22
provide business contact information we
21:25
ran into a company just the other day
21:26
that thought their data was amazing they
21:29
were selling data they had a great level
21:31
of accuracy their emails don’t bounce
21:33
you know they say our emails done
21:35
fantastic data we look into the data we
21:37
say yeah your emails don’t bounce
21:39
because apparently you’ve developed a
21:40
technique for collecting emails that
21:42
won’t bounce I mean the person’s still
21:46
there and that’s one of the that
21:48
industry’s changed over time it used to
21:50
be if an email didn’t bounce then it the
21:52
person was there it was good and then
21:54
things adjust things adjust things
21:55
adjust now a large portion of emails
21:57
won’t bounce you’ll never know if
21:59
designed to not tell you if the person’s
22:01
there anymore um but if they just keep
22:04
removing the ones that do bounce and
22:06
only keep the ones that don’t eventually
22:08
they just ended up with a giant list
22:10
that it isn’t a new business list their
22:12
clients can go and send campaigns out to
22:14
it and they won’t get bounces and
22:16
they’ll be happy
22:16
you use the you know the high-end tools
22:19
that really look at the bounces closely
22:21
and you know a HubSpot or something like
22:22
that and it’ll be fine because these
22:25
emails are all designed not to bounce
22:27
and they don’t go anywhere I mean it’s
22:30
one step away from just creating masses
22:32
amounts of fake emails yourself to
22:34
assure they won’t balance very simple
22:36
yeah yeah people I don’t think these
22:38
people did it intentionally they just
22:40
weren’t that good at the data they
22:41
didn’t bother to look into it that far
22:43
and I’m sure their clients are saying
22:44
hey this great emails aren’t bouncing
22:46
but we also aren’t getting any business
22:48
from it that’s odd no one is making a
22:56
post purchase this is where yes so just
22:58
yeah we send a hundred thousand emails
23:00
zero bounce but also we don’t see any
23:02
traffic winds are playing actually now
23:05
they even get traffic from the website
23:07
and it’s not fraudulent
23:09
the filters are checking the links to
23:11
make sure that the links are accurate
23:14
and they don’t go somewhere that has a
23:15
virus on it and and whatnot so you
23:18
actually they’ll actually see traffic oh
23:20
we got a bunch of clicks coming through
23:21
that’s great yeah you can collect emails
23:24
that will just all they’ll do is not
23:26
bounce and click through to your website
23:27
and you’ll get the traffic but you’ll
23:29
get no sales coming through from it
23:31
exactly and that’s a problem that’s a
23:34
problem
23:34
with all the more tech we have a lot of
23:36
people don’t track it that far or by the
23:37
time somebody finds out because all the
23:39
other numbers look good they’ve moved on
23:41
to another company it’s uh we made a
23:44
joke recently in one of our local
23:47
marketing Marvin he’s the world’s worst
23:48
marketer bragging we do a slow cartoon
23:52
strip he was bragging about how about
23:54
how he was really moving up and and you
23:57
know progressing in his career because
23:58
he’d been at five companies in the last
24:00
three years so he was in high demand
24:03
pretty soon he was gonna get the move
24:06
somewhere and move up to the manager
24:08
level on it’s like yeah that’s see a lot
24:10
of people that way in marketing I think
24:11
they shift around constantly and kind of
24:14
stay ahead of the lack of of actual
24:17
results in their marketing and I always
24:20
say that’s a yeah that’s I am you see a
24:22
marketer that’s Bennet you know five
24:24
companies in three years it doesn’t mean
24:26
they’re in demand it means they’re on
24:28
the run yes
24:30
getting back to the kind of core digital
24:33
marketing yeah some of the basic stuff
24:36
here on not necessarily what you guys do
24:39
a feed mob let’s talk about digital in
24:41
general the different platforms that
24:44
you’ve worked with kind of your favorite
24:46
platforms maybe that kind of stuff oh oh
24:49
man I’ve worked with so many um okay so
24:53
so I’m gonna say what I usually say to
24:55
folks when they ask me what they should
24:57
use it depends it’s like it all it just
25:02
depends on the size of your company are
25:05
you a start-up or you big enterprise
25:06
company because different tools are
25:08
going to cater to your type of business
25:10
I’m I am a really big HubSpot fan so
25:15
that’s the marketing automation tool
25:16
they have a sales CRM but they also have
25:19
a marketing automation tool now I say
25:21
that because I’m a b2b marketer and and
25:24
I think that the best business to
25:26
business marketing divisions work very
25:28
closely with their sales team and I say
25:31
that because in the beginning of any
25:34
marketing cycle there is going to be
25:36
eventually some sort of trigger that you
25:39
hand off and to sit to say else right
25:41
and that’s you designing your own funnel
25:42
and figuring out what your attribution
25:44
model is but I like HubSpot because I’ve
25:47
worked with small and medium-sized
25:48
businesses now I mean a caveat that with
25:51
theirs their sales force and marquetta
25:53
up there and and larger scale businesses
25:57
have said this is just hearsay from you
26:00
know the marketing world right you know
26:01
a lot of marketers in the marketing
26:03
world and that they can host their data
26:06
more appropriately because there’s just
26:08
much more coming in and but I really
26:10
like up spot because I think that their
26:13
tools are user friendly they they make
26:15
marketing automation really easily those
26:17
lead gen scoring that you can build
26:21
that’s customizable I think that they
26:23
really import your data in in a seamless
26:27
manner and they give you you know they
26:30
give you a dedicated rep and they always
26:32
give you a technical channel so I do you
26:34
think that house but if you are ready
26:36
for that stage now again I say ready and
26:38
do you have you have email list you know
26:42
do you have
26:43
um a specific set of data that you want
26:46
to start tracking have you built out
26:48
your funnel so so that’s I mean I think
26:50
that getting to the automation tools you
26:52
need to start with step zero which is
26:55
your foundation as a marketer and
26:57
working for startups and medium-sized
26:59
businesses it’s a-you know a lot you’d
27:01
be surprised a lot of people don’t
27:03
identify their audiences they don’t know
27:05
they’ve never went there persona
27:07
building um yeah you I mean really it’s
27:10
great just the basic hey where are we
27:12
going to scale I mean where are we
27:14
looking to grow and and also if I now I
27:18
have my audience that’s identified I’ve
27:20
done some market research right I’ve
27:21
read Nielsen I’ve read different
27:25
articles about my base if this
27:27
Millennials maybe it’s older an older
27:29
generate you have to identify that with
27:31
your C levels and once you get that you
27:33
can then say okay where what social
27:36
media channels are they using what you
27:39
know what sorts of advertising medium
27:41
this makes the most sense in the b2b
27:43
world linked and is very popular right
27:44
because professionals on LinkedIn but
27:49
they’re very expensive
27:51
although if you’re getting your value
27:53
for it you really have to crunch down
27:54
like we’re talking about before very
27:57
expensive but her you know break it down
27:59
not to I guess one of their sales people
28:01
would probably tell you you know what’s
28:02
the value of the lead versus you can get
28:04
ten minutes for the same cost somewhere
28:06
else but if real people what good does
28:10
that do you that’s exactly it that’s
28:13
exactly it so so so so tools I mean
28:17
typically when when a website is built I
28:20
always like to make sure that you have
28:21
your Google Analytics in there Google
28:23
search console that’s just basic
28:25
low-hanging fruit right there free tools
28:26
you can get the crawlers in place to
28:29
figure out what people are searching for
28:31
once you identify like I said once you
28:33
identify your audience on your holistic
28:35
strategy and it’s really important to
28:38
come up with a strategy right you can’t
28:39
just say oh let’s let’s come up with
28:40
flyers I think that this is my target
28:42
demographic let’s go after them it
28:44
really needs to be a very specific
28:45
strategy that you need to work with with
28:49
in tandem with your stakeholders on
28:50
creating but once you have that right
28:52
you can identify all right
28:54
I built my website and now I have Google
28:56
Analytics search console
28:57
all of the webmaster tools I need maybe
29:00
you put in hot jar right that’s heat
29:01
mapping and you can see kind of for
29:03
every page in your website where folks
29:05
you’re going you also want to make sure
29:07
that any sort of call to action is
29:09
linked to something that’s chocolate
29:10
bowl so whether it’s it’s MailChimp or
29:13
you know if you if you go with an
29:15
automation tool like HubSpot needs to
29:16
make sure that it’s connected to your
29:18
website in a way that you’re able to
29:20
track the behavior of the folks that are
29:22
going into your site but once you
29:25
identify the advertising mediums these I
29:26
need to make sure you’re right like okay
29:27
it’s my Google business setup is it
29:30
right do I have if I want to go down to
29:31
Instagram route do I have the business
29:33
account set up okay is there I need to
29:35
know you figure out how to implement the
29:39
pixel in the back end of my website
29:41
right so so that foundational layer is
29:44
really important and it’s so easy to not
29:46
do that early on but the more data you
29:49
have the better you will be at building
29:52
your marketing strategy and iterating in
29:54
the future no I say that because I
29:56
cannot tell you how many people and how
29:59
many clients and companies have come up
30:01
to me and said hey I want to increase
30:03
our leads by 50 percent by the end of
30:05
the year and you know I need to go back
30:08
to them and say well what’s your data
30:09
looking like an idea so so in order to
30:12
say please tell you wait a year because
30:14
I can make it – no problem I mean
30:18
working on your KPIs right your key
30:20
performance indicators can only really
30:23
be done if you have a base foundation of
30:25
an understanding of what is even
30:28
realistic how many people really are
30:29
coming to our website okay of those
30:31
amount of people like only there was a
30:32
really how many leads are we getting
30:34
from there okay then you can say month
30:36
over month I think it’s realistic –
30:38
increases by 5% whatever your KPI is but
30:41
let’s say you have what’s the market out
30:42
there using you mentioned crawlers
30:44
earlier just to figure out what people
30:45
are searching for you can also figure
30:47
out what people are searching for
30:48
overall online and if you know back to
30:51
increase your leads past the amount of
30:53
people searching for those terms online
30:55
through digital marketing good luck
30:57
because if they’re not there I don’t
30:59
know how you’re gonna you know unless
31:00
you put up a billboard driving them
31:01
online to search for those terms know
31:05
what the market is I guess so back to
31:07
the fraud you kind of you touched on
31:09
something that that made
31:11
think people are afraid of fraud in
31:13
digital marketing but what’s what do you
31:16
think about fraud versus just folly I
31:19
guess I’d say versus people saying oh I
31:21
want to double my you know my lead so
31:24
I’m gonna put twice as much money into
31:25
XYZ or and they’re not wrong basically
31:29
the leads are bleeding out through their
31:31
system somewhere because they’re
31:33
throwing attention at something but they
31:35
don’t have it set up properly
31:36
yeah will attract the call to actions
31:38
that kind of stuff you can throw a lot
31:40
of money somewhere and it and most of it
31:42
leads away just because you didn’t put a
31:45
tracking link in in the cider exactly I
31:47
throw on something a problem or you
31:50
think just people not setting it up to
31:51
actually take advantage of what they’re
31:53
pouring money into yeah I think it’s a
31:56
little bit of both fraud is a little bit
31:58
more sophisticated in that you know
32:00
tracking individual people visiting your
32:05
website gets more finessed they as you
32:09
run your marketing campaign but you get
32:12
their information you know exactly who
32:13
they are and what their title is etc but
32:15
in the meantime there’s a lot of traffic
32:17
coming in unless you participate in
32:19
something illegal like you know stalking
32:21
every individuals phone which is not you
32:23
know not accessible because the privacy
32:24
was fraud is going to happen you know
32:27
and so getting third party tools and and
32:31
and vendors and folks that are experts
32:33
in the space to really help you I think
32:35
is really paramount especially as the
32:37
industry is involving every day and so
32:40
it’s good to have somebody that that’s
32:43
in there with you every day that really
32:45
is making this exactly what they work on
32:47
and you know they live and breathe
32:49
as far as setting it up I think every
32:52
every marketer has set something up and
32:55
correctly every one there’s not there is
32:58
not a marketer that has even made it to
33:00
their senior level ranks in their
33:02
company that hasn’t done something
33:04
incorrectly with regards to their
33:06
tracking attribution we were talking
33:08
about startups a similar thing came up
33:10
it was you don’t probably don’t want to
33:11
work with a marketer that hasn’t set
33:13
something up improperly it just means
33:14
they haven’t thought enough that’s a
33:16
hundred percent accurate because every
33:19
system is different every you know and
33:22
the thing with that whatever sizes they
33:23
change
33:24
you know of a sudden Ellington house has
33:26
a dashboard right whereas Facebook had a
33:28
business – work for a while and so
33:30
there’s this constant learning curve
33:32
that excites me as you know that’s
33:34
that’s part of there’s my 1 into digital
33:36
marketing I go great lifelong learning
33:37
because it’s never gonna but but maybe
33:40
daunting and so so it’s good it’s really
33:43
important to take a step back and
33:44
understand realistic expectations and
33:46
build your foundation correctly now does
33:49
that mean that you I mean you’re gonna
33:52
make mistakes but you don’t have to lay
33:55
the foundation of 10 different channels
33:57
to begin just start out small right I
33:59
mean make sure that you have your your
34:01
base in place right so like I said right
34:03
Google Analytics school starts console
34:04
make sure that you understand how to use
34:07
search tools right people are using uber
34:10
suggests I’ve heard really good things
34:11
about that
34:12
Google Keyword planner if you have a
34:15
bigger budget SEM rush right like really
34:17
understand okay how can I couple that
34:19
with my overall marketing strategy when
34:22
it comes to advertising and what comes
34:23
to content and and yeah so so that’s you
34:27
know I would say it’s twofold I mean
34:28
it’s half and half right like crowd is a
34:30
little bit more sophisticated of an
34:31
answer because I do think that it’s just
34:33
going to be there unfortunately but we
34:35
were going to try your best to combat it
34:37
by getting more intelligent ourselves as
34:39
marketers in this ecosystem but as far
34:43
as doing the groundwork you have to take
34:45
your time to do it don’t rush you know
34:47
be just because if your VP and CEO or
34:51
director or saying oh we need to get
34:52
this done you know in a month give them
34:55
a timeline you know given the pros and
34:57
cons I mean I think that that’s
34:59
something I made I made a huge mistake
35:00
in the beginning of my career by not
35:03
advocating for myself intelligently
35:05
right now that doesn’t mean that you go
35:06
to your stakeholder and you say I think
35:08
you’re wrong it just means you really
35:11
need to have an understanding of how
35:12
long these things take
35:13
and and and everybody thinks marketing
35:15
takes a day in a month maybe you tell
35:19
them hey I need a month and a half I
35:20
need two months don’t sit don’t sit down
35:22
so you won’t do it yeah you can do your
35:25
best but really you need two months a
35:26
month and half whatever it is you feel
35:27
like you’re actually done or you say hey
35:30
here I can do these two things very well
35:33
I can do these five maybe get it up and
35:36
running but they
35:36
100% perfect yeah I can get this set up
35:40
and then I’ll have these other things as
35:41
we go along I guess I was thinking about
35:43
the fraud and I hate to talk too much
35:45
about fraud but they also they’re
35:47
looking for low-hanging fruit so you may
35:49
make baked you may open yourself up at
35:51
some point as long as you’re constantly
35:52
reviewing stuff when things don’t make
35:54
sense you know you look into them I
35:55
think that’s the number one thing for us
35:57
here is when something doesn’t make
35:59
sense look a something or just like that
36:00
that’s off something’s off there look
36:02
into it figure it out why is it off it’s
36:03
almost always off for a reason it isn’t
36:05
just oh no those numbers were just way
36:07
off at that time or yeah they didn’t
36:09
seem like they made sense but I’m sure
36:10
they do you look into it you usually
36:12
find that there’s a reason it’s off and
36:14
sometimes it’s some sort of fraud and
36:16
sometimes it’s just oh there was an
36:18
adjustment made here by this Mar Tech or
36:20
whatever it is
36:23
hey this is Patrick McFadden founder of
36:26
indispensable marketing if you’re a
36:28
professional service provider or a b2b
36:31
business owner and you’re struggling to
36:34
attract your best clients and also
36:37
charge a premium for your service I
36:39
think you should really check out our
36:40
website at indispensable marketing.com
36:43
you’ll find some great resources there
36:45
and want to reach out one thing you’re
36:51
talking about putting stuff into
36:53
different channels and what to go after
36:55
and not try to go after everything I
36:56
think this came up when we were talking
36:58
once before and I just made a note on it
37:01
that when when you’re starting out early
37:04
on it’s a really good idea and even for
37:06
larger companies but to find the
37:08
undervalued channels you know you were
37:10
talking about into LinkedIn early on and
37:13
and then really over investing on those
37:15
I was talking to some of the other day
37:17
about and they were talking about you
37:19
know investing in Facebook ads and how
37:20
for a long time you know they were
37:22
really undervalued and that anybody who
37:24
knew what they were doing should have
37:26
been pouring every dime they have into
37:27
Facebook ads because they should have
37:29
cost twice as much the market the market
37:31
wasn’t aware of it so they they were
37:32
coming in undervalue but as long as
37:34
people don’t know it’s there and a lot
37:36
of times with these technologies and new
37:38
platforms and stuff until people know
37:40
about it it’s it’s really undervalued
37:43
and you can get way more out of it see
37:46
Facebook really raising their prices up
37:48
now
37:49
because
37:50
people are realizing wow look what you
37:52
can do with this platform you can really
37:53
move I remember do you remember when you
37:59
know so folks were spending money on
38:01
Facebook and I remember the day that
38:03
Facebook finally kind of had broken into
38:06
market gotten so popular with their
38:07
advertising that they took away the
38:09
ability to advertise to all of your fans
38:11
that you kind of built up in your own
38:13
page and I man that was like the day of
38:16
reckoning for everybody everybody in
38:18
different marketing you’re just like up
38:20
in arms you know we may well we built
38:23
this we built a hundred thousand
38:25
followers ourselves organically now
38:27
you’re telling me that I need to pay to
38:28
play to the people that have gone to me
38:30
not I could only reach out to I remember
38:32
when that happened it was like you know
38:34
it’s like an earthquake and and and so
38:36
you’re right I mean I think identifying
38:38
channels early on that again can really
38:42
give you the big biggest bang for your
38:44
buck as far as audience is concerned and
38:46
prospective customer it’s really
38:49
important because once you know once a
38:51
tool becomes popularized now you don’t
38:54
have access to the same audience and
38:55
price you’re not it’s just you know
38:57
she’s and it stops working to it just
38:59
thinks once with marketing once
39:01
everybody’s there now it doesn’t work
39:03
anymore because everybody’s there people
39:05
get desensitized to it and it’s moving
39:07
on to the next place where they’re still
39:09
open to receive your message kind of
39:12
exactly um so I think we’re gonna push
39:14
straight through here and there’s gonna
39:17
be a nod at some point it’s already
39:19
happens to all the listeners but there’s
39:22
gonna be a break in the middle of where
39:24
we take a break we’ll just cut it in
39:26
there I’ve been enjoying talking to you
39:27
so much we didn’t even stop and take a
39:29
break here um so we’ll keep pushing
39:32
through covering more in digital
39:33
marketing here is there anything it’s
39:35
such a big topic we’re jumping around
39:37
all over the place anything really want
39:39
to get to and make sure we can dig into
39:42
here I wanna just for folks who are
39:45
listening by you know are really trying
39:47
to figure out okay how can I lay the
39:49
foundation I do want to maybe slow it
39:52
down and just talk about it what you
39:55
know kind of like step 0 then 1 2 3
39:58
because I don’t think the guy I think we
40:00
went all over the place with regards to
40:01
tools and it’s just cuz there’s a lot
40:04
there’s so many told there’s a new
40:05
social media automation platform all of
40:08
a sudden you know that’s getting a lot
40:10
of acclaim before you even go down the
40:13
okay now I have here strategy and here
40:15
my tools etc remember that as a marketer
40:20
you work with every department in a
40:22
company you know I mean I talk to a part
40:25
of people all the time Chuck there are
40:26
sales people all the time I can talk to
40:29
our engineers and I talk to her sea
40:31
levels get gathering momentum around the
40:36
process is really important as the
40:38
marketer and I and I say this having
40:41
worked at you know in early-stage
40:42
startups is very reactive atmosphere but
40:44
hopefully when when a company is ready
40:47
for marketing and I really believe this
40:49
they’ve already built their product okay
40:51
and and I I remember you know I was
40:53
talking to disguises even before we went
40:56
on air talking about startups and I’m
40:58
gonna tell you there are a lot of
40:59
startups that don’t have a product and
41:00
they try to get marketers and sales
41:02
people in in the E and they don’t have
41:04
it wasn’t test there they don’t have
41:07
product market fit and and so you know
41:09
hopefully by the time you’re ready for a
41:11
real marketing strategy you already have
41:14
product market fit you already have a
41:15
great audience and a great product and
41:19
so so you know I mean I I would say that
41:21
Ground Zero is just making sure can i
41:23
market this you know I mean and and I
41:26
say that because part of the reason why
41:28
I love marketing now is because I as
41:31
much flak as I think sales and marketers
41:34
get I do think that customers are
41:36
empowered now you know they can cut
41:38
through your BS they can know if your
41:42
product is working or not and so so
41:45
understanding that it is really
41:46
important even before you take a
41:48
marketing job right really understand it
41:51
is this product really good and does it
41:53
have potential is their product look at
41:54
that sort of thing and then start a
41:56
process I mean I’m a big process
41:58
oriented person I use if you can come up
42:02
with workflows like I use drawdown IO to
42:04
come up with workflows with different
42:06
departments that will streamline things
42:09
really well and it’ll get you to get to
42:12
know each department and really respect
42:14
their process as it relates to marketing
42:16
okay
42:17
because marketing is particularly at
42:20
small medium-sized companies you’re
42:21
going to have to lean on your product
42:24
people to explain what your updates are
42:26
so that you can tell your customers
42:27
what’s going on you’re going to have to
42:29
lean on your sea-levels to write really
42:33
industry-leading articles because
42:34
they’ve been around the block and their
42:36
technical acumen is large right so so
42:38
that’s I would say that I just want to
42:41
make sure that the audience understands
42:42
especially if you’re a person that is
42:45
starting to build out your marketing
42:47
vision understand that working with
42:50
different departments and having a
42:51
process is really really really
42:53
paramount and then you can get to cool
42:55
now I can come up with a strategy now I
42:57
can define my audience and have my
42:59
personas in place and now I can figure
43:01
out okay what foundational tracking do I
43:03
need to build and what’s my realistic
43:06
what campaigns can I run the next few
43:09
quarters maybe that means you don’t run
43:11
a campaign the sporter maybe it means
43:12
like it seems like you’re saying that
43:15
the early on marketing is just much more
43:18
kind of boots on the ground I guess once
43:22
companies get bigger the marketing kind
43:24
of develop their products develop its
43:25
own gravity and then the marketing is
43:27
much less about the features and the
43:29
product because it’s it already has its
43:31
own gravity and more about the branding
43:33
and the general messaging and whatnot so
43:35
you’re saying companies you know you
43:39
really really need to know the product
43:42
much more and be integrated with
43:44
everybody else in the company so much
43:46
more to do the marketing yeah just come
43:48
up with a nice sounding catchphrase and
43:50
expect people to show up and buy yeah
43:53
you
43:53
I mean you know I know that this is
43:55
going to sound an Oprah Winfrey test but
43:59
you gotta believe in what you’re
44:00
marketing you know you have to
44:03
understand and believe in what you’re
44:05
marketing because the kind of content
44:08
that you develop it’s like a
44:10
day-and-night
44:10
right you hire a marketer and then they
44:14
just make your case that pretty word but
44:17
if you don’t believe in what writing and
44:19
what if you don’t believe in your
44:20
company or what you’re representing it’s
44:22
going to be more difficult for you to
44:23
come up with really good original
44:25
content that allows people to relate to
44:28
you in such a way right because it’s
44:31
like I said I think that customers and
44:33
and clients they’re very sophisticated
44:34
buyers now they can tell you know sky
44:38
doesn’t really mean that I mean really
44:40
no fee okay they can tell you no and so
44:43
so I’m I’m pretty adamantly and I tell
44:46
folks that I work with about this about
44:48
making sure that they really understand
44:51
what they’re delivering and and once
44:53
once you do that you know kind of
44:55
dovetails into okay what’s my realistic
44:57
timeline and how can I work with my
44:58
stakeholders to implement correctly yeah
45:00
you mentioned draw IO I think in there
45:03
yeah I I retool the Google plugin I like
45:07
to create workflows so it’s just kind of
45:09
okay here’s my little but I create a
45:12
little bubble you say okay this is step
45:14
one and then this department comes in
45:16
and it’s a nice little free sketch
45:18
feature that allows you it’s good you
45:21
know everybody probably this listening
45:23
understands whiteboarding this is kind
45:24
of like whiteboarding but you’re
45:25
digitizing a whiteboard so that way you
45:28
can present something more streamline to
45:30
whatever department whatever stakeholder
45:32
you’re talking to you
45:33
so I really like that of course have a
45:36
creative you know creative stuff right I
45:38
mean if you’re an Adobe user good to
45:41
have things like InDesign and Photoshop
45:42
handy and you know know how to use them
45:45
if you are going to be working on
45:46
website or mobile features Adobe XD is
45:50
kind of comfortable to sketch our
45:53
designers designers use that
45:55
organizationally if it’s if it’s google
45:58
cloud or its draw it out io or it’s
46:01
asana which is which is a company that
46:03
you know uses organization within
46:06
division so that you know it’s
46:07
streamline work clothes use those things
46:09
right I mean come up with a really good
46:10
solid roadmap and then your creative you
46:14
know if you want to start to create a
46:15
multimedia outside of blogging and case
46:17
studies and whitepapers get get a good
46:20
webinar tool right we’re using zoom now
46:22
we have mentioned the sort of go-to
46:24
webinar is also something that I have
46:28
used in the past that I think is good
46:29
make sure you have a be testing features
46:31
once you start running campaigns
46:33
Optimizely is is pretty popular
46:37
if you don’t have the budget for
46:38
Optimizely this is another thing that is
46:40
working there are so many growth hackers
46:42
out there but there are free tools
46:43
everywhere you can
46:44
I be testing calm and if you’re doing
46:46
running small tests need to have a large
46:48
audience you can use a/b testing calm
46:49
you can just plug in your numbers and
46:51
having a smart X have even the large
46:53
ones have some sort of a freemium model
46:55
they have some sometimes it’s a trial
46:58
but if you’re small they probably have a
47:00
free version design for you because they
47:03
want you in their platform once you get
47:05
one that’s right MailChimp MailChimp is
47:08
a great example I think at the
47:10
limitations 2,000 emails and if you have
47:12
less than 2,000 emails in your list you
47:14
can you can use their service tree mail
47:16
trips really interesting they rebranded
47:17
and I think they’re you know they’re
47:19
competing with the more holistic
47:21
automation tools right now they have
47:24
landing pages and things like that
47:26
whereas it used to just be traditional
47:27
email marketing and I think that’s
47:29
that’s pretty much gonna be the way that
47:31
all marketing automation tools are going
47:33
to go they’re gonna try to be like the
47:34
one-stop shop and get get more users
47:37
that way
47:38
so yeah MailChimp is is really good but
47:41
like I said if you have the budget and
47:42
the resources for HubSpot you know you
47:45
have a couple members in your team on
47:47
that can help you with content and lead
47:49
gen and the analytics and I think
47:50
HubSpot is is really good social media
47:53
if you assuming you have a social media
47:56
strategy and you know what channels you
47:58
want to use I highly suggest a social
48:01
media automation platform sprout social
48:03
is popular it’s pricier than HootSuite
48:07
the food suite is is probably the most
48:09
well known you know it’s been used for a
48:12
while buffer is really popular
48:14
especially on a small startup world
48:16
because free use and it’s pretty easy
48:19
friendly so we will grab these out and
48:23
put them in the show notes so you don’t
48:25
have to frantically scribble down and
48:26
and I’m probably too late half the
48:28
people already done that but I mean if
48:32
they’re typing I’m sure that they write
48:35
it down but yeah so that’s kind of off
48:39
the top of my head things that I can
48:42
think of but there’s other like I’ve
48:44
heard great things about Wistia video is
48:47
really big now so they’re an
48:48
organization my handles videos right
48:52
like even two-minute content video
48:54
segments but you can you know you can
48:57
cut your own video
48:58
either through final cata premier even
49:00
even iMovie iMovie does a decent job it
49:02
just depends on what sort of production
49:04
quality why but those are those are the
49:06
tools that I’ve used I am positive that
49:09
I’ve used more tools because you know
49:11
I’ve probably tried out uh so many tools
49:15
throughout my career and there are new
49:17
tools that I’m gonna try out probably in
49:19
the next month so it’s you know half the
49:21
tools I’ve used aren’t even here anymore
49:23
or they got popped by another company
49:28
yeah yeah and that’s you know I mean
49:30
again right I’m an enthusiastic digital
49:33
marketer but the other thing that’s
49:34
exciting about this era is just the
49:38
amount of companies that are coming up
49:39
with great products and they want you as
49:41
a user so don’t give you a month for
49:43
free you know you can test it out the
49:45
discount you just because they want you
49:46
to use their products so you know watch
49:48
out for rising stars that are being
49:50
written about it I don’t know you know
49:52
industry blogs I read or copy blogger or
49:56
is really good for content writing I
49:57
really love and Hanley and Brian Clark
50:00
anything Rand Fishkin is great heat
50:02
season for a new organization called
50:03
spark Torah but he basically is you know
50:05
the grandfather of all things I feel he
50:08
started SEO Maz Neil Patel is a really
50:12
good one if you really want I’m I love
50:16
Gary Vaynerchuk he’s you know
50:18
controversial died but but I think
50:20
whether you like his ideas or not it’s
50:23
very funny so I think is a very good
50:28
foundational look for folks that are
50:30
just getting their feet wet in social
50:31
media and trying to understand how to
50:33
present it to stakeholders but also how
50:35
to really utilize each each tool
50:37
appropriately even though it’s it’s kind
50:38
of date you know that was written a few
50:40
years ago it’s the principles around it
50:42
or you know I think are really important
50:43
I’ll pile on and say if somebody’s
50:45
trying to learn more about digital
50:47
marketing if you said it moves so fast
50:49
let’s tell you got to listen to a lot of
50:52
books listen to podcast as though she’s
50:54
throwing some podcast we cover marketing
50:56
in general but
50:57
podcast is one of those areas that you
50:59
know we put out a podcast for content
51:01
and we like having people like you come
51:03
on and share all your ideas and
51:04
everything you know and I listen to so
51:06
many of them you know I listen to
51:08
audiobooks I listen to podcasts I don’t
51:10
have time to read I’m a slow reader so I
51:12
just listen and audio we’re gonna crank
51:13
it up to 1.5 or two and blow through it
51:16
same thing with podcast most of them you
51:19
know I’ll sound a little bit like a
51:20
chipmunk but if you listen to this on a
51:21
speed your brain adjusts you absorb it
51:24
all yeah you can get through more on
51:26
your drive home
