EP 98: Video Marketing Tips and Tricks with Daniel Glickman
In Episode 98 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the new ad limit that Facebook is set to impose in February. As Facebook continues to revamp their ad platform, businesses will be sorted into various groups spending on their previous ad budget, which will result in a set number of ad variants that marketing leaders will be allowed to utilize at any given time. Tyler and Jon discuss how this will affect marketing agencies. The two also brought up the question about how dynamic ads will be counted and that many agencies are still waiting for additional information from Facebook.
Following this conversation, Tyler introduces Daniel Glickman, the Chief Marketing Officer at Wave.Video. Daniel goes on to explain Wave.Video's services and his role at the company. He uses his experience and expertise to dish out advice video advertising as well as tactics to avoid. Then Daniel reveals his comprehensive list of video marketing tips, ultimately advising to keep it simple and leverage a set marketing strategy instead of running on the fly.
Join Tyler, Jon, and Daniel to gain a greater insight into the role of video marketing and centralizing new and personal technology.
Timestamps
00:00 Introduction 01:04 What’s in the News | Facebook’s New Ad Limit 07:38 Featured Guest | Daniel Glickman 08:03 Overview of Wave.Video 08:39 Tips for Practical Video Ads 10:12 Reasons Video Campaigns Go Wrong 13:56 Gated Videos vs White Papers 17:54 Advice on Budgeting for Video Production 20:19 Integrating Videos into Marketing Funnels 24:28 Wave.Video’s Go To Marketing Strategies 32:52 Key Takeaway 33:16 Outro
EP 95: Marketing a Telehealth Brand During a Pandemic
In Episode 95 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss how Microsoft is continuing to pursue the purchase of TikTok. Due to security concerns, TikTok is facing a ban in the United States if its parent company, ByteDance, doesn't liquidate to an American firm. Not only would this impact ByteDance, the parent company of TikTok, but also the companies who have invested their marketing in TikTok. Jon and Tyler agree that marketing leaders must invest in owned channels like email and SMS no matter how tempting it can be to go all-in on shiny objects like TikTok.
Next, Tyler introduces Babak Movassaghi, the CEO of InfiniteMD, and Amanda Wood, the Vice President of Marketing Strategy and Communications for InfiniteMD. Babak discusses the role InfiniteMD plays in the Telehealth industry before Amanda describes InfiniteMD’s marketing strategy by honing its brand and message through its existing channels. Amanda and Babak then emphasize on the importance of building trust with existing and potential customers and how to achieve such trust. They also explain the positive impact COVID-19 has brought upon not just InfiniteMD’s business in general, but also its marketing strategy. Overall, Babak and Amanda advise marketing leaders to lead with empathy and to be authentic.
Join Tyler, Jon, Babak, and Amanda for more on strategic marketing and building trust with existing and potential customers.
Timestamps
00:00 - Intro 01:15 - What’s in the News | Microsoft Pursues Purchase of TikTok 11:30 - Featured Guests | Babak Movassaghi, InfiniteMD and Amanda Wood, InfiniteMD 12:22 - InfiniteMD’s Marketing Strategy 16:20 - Building Trust with Customers 19:21 - The Impact of COVID-19 on InfiniteMD 21:40 - InfiniteMD’s Customer Acquisition Channels 23:31 - InfiniteMD’s Biggest Marketing Challenge 24:54 - Disruptions in the Telehealth Industry 26:38 - Measuring ROI in Marketing 29:23 - What’s on the Horizon for InfiniteMD 32:04 - Amanda’s and Babak’s KeyTakeaways 34:00 - Outro
Featured Guests | Babak Movassaghi and Amanda Wood, InfiniteMD
EP 94: The BigCommerce IPO and other eCommerce Trends
In Episode 94 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss how Disney’s Hulu is launching a self-service platform that will make it easier for smaller advertisers to buy ads on its platform. The program is in beta currently and the waitlist to participate is available. Jon and Tyler agree that creativity, great storytelling, and messaging are key elements for advertisers of all sizes on Hulu, but especially those with smaller budgets dipping their toes into the platform for the first time.
Next, Tyler introduces Rick Watson, the Founder and CEO of RMW Commerce. Rick discusses the biggest news in the eCommerce industry as BigCommerce prepares to go public and the predicted impact the IPO could have on the rest of the industry. Drawing from the role he plays in RMW Commerce, Rick explains how he guides business owners to select the best fit eCommerce platform and agency. He also lists the common challenges in eCommerce operations and how to solve them. Ultimately, Rick advises business owners to assess their business’ aspects of organization, finances, and capabilities to determine the next steps for their business’ eCommerce operations. Join Tyler, Jon, and Rick for more information on eCommerce operations and finding the right agency (hint: head over to FidelitasDevelopment.com).
Looking for Strategic Marketing Partner to help grow your business during these challenging times? We'd love to speak with you! Drop us a line at info@fidelitasdevelopment.com.
Timestamps
00:00 - Intro
01:11 - What’s in the News | Disney’s Hulu Offers Self-Managed Ad Service for Marketers
05:33 - Featured Guest | Rick Watson, RMW Commerce
05:52 - BigCommerce Moving to Go Public?
07:58 - Does BigCommerce Make it to it's IPO?
15:20 - Shopify’s Strengths
21:08 - Choosing the Right Platform for eCommerce Start-ups
EP 92: Mastering the Customer Experience with Bridgestone’s Tim Creed
In Episode 92 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss how Pinterest is developing a new advertising model that will split revenue with creators. Tastemade was the first to sign on for the pilot run. Jon and Tyler believe that while Pinterest is growing popular as a social media platform, it will have to learn how to close the gap compared to Facebook advertising campaigns.
Next, Tyler introduces Tim Creed, the Director of eCommerce at Bridgestone Americas. Tim explains the process and appeal for customers to purchase tires online. For a brand like Bridgestone, Tim focuses on the challenges of the DTC experience and the importance for effective eCommerce solutions. He also discusses Bridgestone's partnership with third party platforms like Amazon and exploring the different aspects of customer acquisition. Ultimately, Tim advises our marketing leaders to play a key role in accommodating the shift of the customer experience.
Join Tyler, Jon, and Tim for more information on customer acquisition and eCommerce strategies.
Looking for a Strategic Marketing Partner to support your brand? Be sure to head over to Fidelitas Development and drop us a line!
Timestamps
00:00 - Intro 01:10 - What’s in the News | Pinterest’s New Advertising Model 06:37 - Featured Guest | Tim Creed 06:58 - Buying Tires Online 10:43 - Firestone's Retail Trends 14:40 - Optimizing the Customer Experience 17:37 - eCommerce Strategies 19:03 - eCommerce Challenges in Tires 22:40 - Partnership with Third Party Platforms 26:05 - Amazon's Battle with Counterfeit Products 28:56 - Opportunities with Amazon 30:28 - Item Level Profitability 33:53 - Attribution Modeling 37:19 - The Future of eCommerce 40:06 - Tim’s Key Takeaway 41:12 - Outro
EP 83: Marketing Lessons from Lessonly’s Kyle Lacy
In Episode 83, Tyler and Jon get into some non-Corona Virus news for a change; discussing Google's removal of cookies and the effects it will have on collecting information. They make a good case for how businesses with a loyalty marketing strategy can use this method as a more non-threatening approach to collecting consumer data.
Afterward, Tyler talks shop with Kyle Lacy, the CMO of Lessonly. Tyler and Kyle discuss today's climate and the strategies that have been key to navigating it. Kyle notes that while there is change, Lessonly's mission statement of helping to do better work for better lives stays relevant and true.
Then Kyle dives deeper into how the company manages marketing through a more targeted approach and holds making a direct, personal connection to the customer in high regard. He also dishes on some of his hiring methods to find the best team members using open ended questions during the interview process.
Then Jon and Tyler share some words of Twisdom from @BruceVH, highlighting the importance of how you present your business in a consistent fashion.
Have you reviewed the podcast yet? If not, please do- it helps more fine marketing leaders like yourself find us. Thanks for listening along!
Timestamps
00:00 - Intro 00:55 - What's In the News 09:27 - Interview with Kyle Lacy 10:37 - Personal Brands 11:37 - Brand Positioning Strategy 13:27 - Quarantines Effect on Business 15:25 - Product Innovation in Todays Climate 17:01 - Lessonly’s Recruiting Strategy 22:21 - Interview Strategies 25:20 - Most Important Marketing Channels for Lessonly 28:09 - Branded vs. Non-Branded Search Terms 29:33 - Email Marketing Strategy 30:43 - Lessonly’s Biggest Marketing Challenges 34:12 - How Marketing and Sales Teams Working together at Lessonly 37:37 - What Marketing Teams are Missing 40:00 - Whats Next for Lessonly? 45:46 - Key Takeaway 46:33 - Words of Twisdom 48:56 - Outro
Searching for Better Digital Marketing with Google with Josh Weum
In Episode 15, Josh Weum, Digital Ambassador for Google Adwords, elaborates on the intricacies of SEO and PPC regarding Google. As an ambassador for Adwords, Josh has a deep understanding of SEO performance, YouTube campaigns, and of course, AdWords.
Josh starts off by describing his role at Google AdWords and weighing the pros and the cons of SEO vs PPC/SEM advertising. He goes on to explain the value of SEO in the long-run, comparing it to a locomotive needing to pick up speed, while relying on PPC/SEM in the short-term while SEO is gaining traction. He then emphasizes the necessity of targeting ads properly, ensuring that the ads posted are reaching the right audiences.
Josh also addresses the recent events with YouTube ads showing up on undesirable videos (like ISIS propaganda), explaining Google’s diligence in fixing the issue and preventing history from repeating itself. He then goes on explaining the expansion and increased depth in YouTube’s ability to target video ads to the ideal audience. Josh then addresses the eCommerce benefits of Google Shopping, elaborating on essential mobile shopping strategy is for etail brands, as well as utilizing new technology like 360º videos and virtual reality tours.
Josh wraps up the conversation with Tyler and Kyle by sharing his thoughts on marketing certain “restricted” products, such as firearms, elaborating upon restrictions on running paid ads for websites that sell these restricted products. He goes on to explain what’s in store for the future of Google search, dispelling any rumors of changes to Google’s home search page and explaining just why simplicity is so important.
Join us for an insightful conversation exploring Google Adwords and YouTube strategy, proper targeting techniques regarding Google, and how to utilize both your SEO and PPC/SEM campaigns in order the see your highest ROI.
Time Stamps
00:00 – Joke 01:07 – What’s in the News | Facebook 6 Second Video Ads 04:52 – Old Spice Bumper Ads 05:48 – Featured Guest Introduction | Josh Weum 06:30 – Josh’s Role at Google Adwords 07:08 – Prioritizing SEO vs. PPC 08:30 –SEO vs PPC regarding YouTube 10:40 – Questionable YouTube Ad Placement Story 13:36 – Where E-Commerce Brands Should be Focusing in the Future | Google Shopping 17:07 – B2B Trends 19:21 – Correlation Between Paid Ads and SEO rankings 21:38 – Mobile vs. Desktop Usage Trends in Google Channels 24:54 – Common Mistakes with SEO/SEM 26:37 – Google Advertising Regarding Firearms 28:55 – Getting Started with Digital Advertising 32:00 – What’s Next in Search? 35:40 – Benefits of Working with Google Partner | Fidelitas 39:32 – Google Homepage Rumors 40:59 – Benefits of Simplicity 42:32 – Key Takeaway 44:50 – Keep in Touch with Josh Weum 45:32 – Episode Outro
Featured Guests
Josh Weum | Digital Ambassador - Google Adwords LinkedIn Twitter
Legally Sound Marketing Insights with Nasir Pasha & Matt Staub of the Legally Sound Smart Business Podcast
In Episode 11 of the Lion’s Share Marketing Podcast, attorneys Matt Staub and Nasir Pasha share their legally sound marketing expertise about sponsored ads, the FTC, privacy policies, terms of service, copyright infringement, and more.
Matt and Nasir begin by explaining that the majority of legal issues in marketing come from a brand's failure to perform its proper due diligence before executing a marketing plan with social influencers. Matt and Nasir explain some of the very strict regulations regarding sponsored ads that need to be followed and how these regulations tend to be ignored by influencers on their social media profiles. To prevent violating FTC regulations, Social Media Influencers must now post a clear and conspicuous notice if it is a sponsored ad.
The discussion moves onto the importance of brands protecting themselves from bad influencer behavior, since what influencers say and do on social media is a direct representation of the sponsoring brand. Matt and Nasir explain that there are legal and nonlegal aspects to consider. Brands can draw up contracts and agreements, and include morality clauses to further protect themselves from influencers’ actions.
On the other hand, Tyler and Kyle point out that due diligence can play a larger role in protecting brands by picking the right influencers for a brand from the onset of the campaign.
Matt and Nasir also dive into the differences between the privacy policy and terms of service, and what is required by law. Our featured guests conclude the conversation by discussing copyright infringement and royalty free images.
Join us in this conversation about legal issues often encountered in the marketing industry. Listen in to learn more about corporate law around marketing, requirements that businesses need to follow, how to protect your business, and other legally sound marketing insights.
Time Stamps
00:00 – Episode Welcome 00:18 – Co-hosts Introduction 00:51 – What’s in the News Today | Google Analytics Solution 05:48 – Featured Guest Introduction 06:54 – Common Legal Issues in Marketing 08:16 – Social Media & FTC 12:27 – What brands can do to protect themselves from social influencers 15:54 – Privacy Policy vs. Terms of Service 18:15 – Dangers of not having a privacy policy on company’s website 19:20 – Copyright Infringement 24:29 – Legal Disclaimer 24:55 – Episode Key Takeaway 27:24 – Legally Sound | Smart Business Podcast 28:12 – Closing Comments 28:43 – Episode Outro
In Episode 10 of the Lion’s Share Marketing Podcast, we’re tackling PR with the LA Chargers’ Assistant Director of PR, Scott Yoffe. Scott shares his experience working in the sports industry and his story about how he first started working for the then-San Diego Chargers. He dives into how he joined a fraternity and, through their connections, got his foot in the door with the NFL team. He also discusses his experience working as a member of a large PR team and the various ways in which they represent the team and their brand.
Scott moves on to explain that they are in the relationship business; they buy personalities and sell relationships. Therefore their success is measured differently than in other industries. Their measuring stick is their relationships and their ability to go out and earn opportunities for the team to garner increased media coverage on platforms relevant to their target audience. They measure brand awareness through the minutes they are featured on TV, time they are on the radio, inches they are given in print and their overall social media and digital media coverage.
Scott explains that these measurements are important because they help the PR team determine what they can improve upon and where there are opportunities for growth and increased brand awareness. Scott comments on the challenges and opportunities that the Chargers have encountered as they attempt to expand into the Hispanic market. The NFL’s efforts have ranged from bringing regular season football games to Mexico City to broadcasting the games on Hispanic radio networks. Scott mentions that the reaction from the Hispanic market has given his team reason for optimism and that they will continue efforts to further penetrate this promising market.
Scott concludes the conversation by mentioning that media in LA has been very positive and supportive throughout the team’s relocation process. He further comments that the PR team is working to strengthen their relationships with media outlets that previously covered the team to a lesser extent during its time in San Diego. He also talks about the importance of training the players and coaches how to conduct themselves with the media. Scott points out that NFL players and coaches are taught to treat every person with a camera phone as a reporter. Join us in this conversation about public relations in pro sports. Listen in to learn more about Scott’s experience with the LA Chargers PR team and get some tips on how to be successful in a PR industry by focusing on building relationships.
Time Stamps
00:00 – Joke 00:24 – Podcast Introduction 00:36 – Co-hosts Introduction 01:20 – What’s in the News Today | “What New Grads Can Do to Avoid Falling Into the Ad Industry’s Burnout Rut” 07:08 – Featured Guest Introduction 07:49 – Scott’s PR Journey 09:07 – Being part of a large PR team 10:05 – Balancing business interests with competitive sports interests 11:08 – KPIs and Measurements in PR 11:48 – How to manage “too much” coverage 13:30 – NFL’s 24/7 Media Coverage 15:23 – Challenges & Opportunities in Reaching Hispanic Market 16:25 – LA’s Media Reaction to Relocation 17:34 – Working in the second largest media market in the nation 19:37 – Function of PR Department in Maneuvering Moves & Leveraging Media Coverage 22:40 – Advice for marketing pros that are interested in the sports industry 26:08 – Episode Key Takeaway 27:26 – Closing Comments 28:03 – Episode Outro
In Episode 8 of the Lion’s Share Marketing Podcast our guest, Kenny Soto, offers insight on SEO trends and shares some tips for marketing leaders. Kenny Soto is Fidelitas Development’s own Director of Digital Marketing. He works closely with Fidelitas clients to develop their digital marketing strategies. Kenny works to identify who the clients’ target audience is and then crafts the right marketing strategy to attract customers through Google and other digital channels.
Kenny begins by recommending that marketing leaders just starting out should follow the rules. Kenny further explains that both Google and Facebook are very transparent with what they are looking for on websites and the best thing to do is simply to play their game. Kenny further encourages marketing leaders to focus on things that they CAN control in regard to their websites, such as the content itself as well as the way in which the content is organized and tagged. By focusing on these aspects, marketing leaders can positively impact their SEO.
The conversation then transitions to a discussion about the impact that voice searching devices, such as Google Home and Alexa, are having on marketing. Kenny comments that in the past it wasn’t necessary to be the top result on a Google search, as long as you were in the top results. With voice searching devices this has changed; search traffic is now being directed to the top result. Kenny describes the challenges that this creates for marketing leaders and recommends that when optimizing content it is important to focus on who is asking the question as well as what contextual language they are using to ask it, acknowledging that different people may ask the same question in varying ways.
Lastly, Kenny brings up what he calls Google’s dangerous strategy; Google is known as the best organic search engine on the web, although recent changes in Google's ad platform may threaten users’ trust in Google. In the past Google would present mainly organic results with only one or two ads, but over time they have been continuously included a higher number of ads on the first page. This leads our expert guest Kenny to question if people will begin to lose their trust in Google, and if the search giant is at risk of losing its status as a trusted source for search results.
Time Stamps
00:00 – Episode Welcome 00:17 – Co-hosts Introduction 01:15 – What’s in the News Today | “Surprising New Band of Rivals Could Make TV Targeting Finally Work” 04:05 – Featured Guest Introduction 04:36 – Kenny’s opinion on the open AP news development 05:12 – Kenny’s role at Fidelitas Development 05:50 – Should start up companies prioritize SEO or PPC? 07:06 – SEO Trends | What marketing leaders should focus on 08:03 – Common Marketing Client Needs 09:22 – How to Identify right KPIs 10:43 – Google Home & Alexa | How to become the top result 13:12 – “The best place to hide a body is on the second page of Google” 18:54 – How to identify if marketing provider is up to the challenge 20:42 – Joke | SEO expert getting hit by traffic 21:26 – Closing Comments 22:00 – Episode Outro
In Episode 6 of the Lion’s Share Marketing Podcast our featured guest, Jeff Johnson, offers insight into stronger content, social, & search as well as what small business owners and marketing teams can do to overcome them. Jeff begins by narrating his experiences working with small businesses and how this influenced him to launch The National Association for Small Business Digital Marketing (SBDM). Jeff explains that the mission of SBDM is to connect small business owners and marketers with the best digital marketing minds, tools, and resources in the country to help them grow their business faster in our evolving digital world.
In addition, Jeff identifies the top 3 issues in digital marketing. The first of those issues is content marketing; he explains that it is important to understand how to create valuable content, how to repurpose content and how to do it correctly. The second issue that Jeff identifies is social media; he discusses the challenges of maintaining and effective and balanced presence on social media that allows businesses to develop connections and relationships with their customers. Jeff clarifies that rather than looking at all the social media platforms as different strategies, marketers should focus on how they are working together and if they are working together to achieve the bigger picture. Rather than trying to be present on all social media platforms, business should select the one where they can reach their target markets. The last issue that Jeff introduces is search marketing and how small business owners can use this tool to their benefit.
Host Tyler joins the conversation and discusses the importance of using free tools such as Google Analytics to gain a better understanding on the effectiveness of different platforms. He also encourages marketers not to be scared of the data and make the necessary changes when needed. Join us in this conversation about the current issues with digital marketing and how to overcome them. Listen for more information about SBDM and the upcoming national summit that will be hosted in sunny San Diego.
Time Stamps
00:00 – Episode Welcome 00:19 – What is Marketing? 02:31 – Co-hosts Introduction 03:07 – Featured Guest Introduction 03:22 – What’s in the News Today | “Capture Attention with Updated Features for Video Ads” 08:21 – Tools for Video Ads 12:22 – Tips for Video Ads 14:30 – Featured interview with Jeff Johnson 15:51 – Jeff’s Background 17:12 – National Association for Small Business Digital Marketing 18:13 – Top 3 Digital Marketing Issues 22:10 – Advice to Marketing Leaders for 2017 23:49 – Episode Key Takeaway 25:06 – Google Analytics 26:32 – Small Business Digital Marketing National Summit 2017 29:28 – Stay Connected with Jeff | National Summit 2017 Promo Code 33:40 – Closing Comments 34:34 – Episode Outro