Libsyn WPDestination – Page 7

March 20, 2024March 20, 2024

Everyday use of Google Analytics, with Dana DiTomaso

Episode 188

Dana DiTomaso embarked on her digital marketing journey over 20 years ago, initially working in tech support for a CRM before founding a web design company in 2002. In 2000, clients sought her expertise in increasing website traffic, propelling her into the world of Search Engine Optimization (SEO). By 2012, Dana became an active participant in the SEO community, sharing insights on technical and local SEO topics.

Dana, having typed her first line of code in 1982, consistently demonstrated an entrepreneurial spirit and started delivering talks and presentations since 1998. Recognizing the potential of digital-first marketing, she founded three businesses that educate entrepreneurs and organizations. As the founder and lead instructor of KP Playbook, Dana teaches the “Analytics for Agencies” course and manages a thriving learner community, emphasizing proven principles over quick tips. Notably, none of her clients have faced Google penalties to date.

Dana lives in an old growth forest near Victoria BC.

Chapter Timestamps

00:00:00 – Intro

00:03:01 – Welcome Dana

00:08:18 – The unvarnished view of data given by GA4

00:16:33 – Using custom reports and exploration tab

00:22:41 – Giving other users access to Reports

00:26:39 – PSA

00:27:25 – Reporting through Looker Studio

00:35:08 – Why knowing some UX helps

00:38:54 – Pulling other data sources together with GA data

00:44:01 – Looker studio tactics

00:53:18 – Where to contact Dana

People/Products/Concepts Mentioned in Show

Reach out to Dana at Dana@kickpoint.ca

Dana on LinkedIn

Dana’s personal site

Dana built Kickpoint Playbook, which includes the course “Analytics for Agencies” – use the code FUNNELREBOOT for 20% off

March 13, 2024May 31, 2024

High Impact Content Marketing, with Purna Virji

Episode 187

In numerous companies, the approach to content strategy appears to be nonexistent, marked by haphazard content creation and dissemination. A notable absence of a cohesive plan to align content with overarching marketing objectives is evident, leading to a disjointed and less effective approach. In light of these challenges, it becomes imperative for companies to recognize the critical significance of implementing a robust content strategy. The upcoming discussion will delve into a methodology that not only addresses these shortcomings but also promises to elevate content creation to a level where flawlessness becomes a tangible outcome. As we navigate through the intricacies of this approach, you will discover how a well-crafted content strategy can serve as the linchpin for achieving marketing goals and fostering a more impactful and cohesive online presence.

Purna Virji is a globally recognized content strategist. She grew up in India, when her family came to the US they settled in Philadelphia. She did her masters at Cardiff University, but returned to Philadelphia where she was a journalist and then a producer at the local TV affiliate for PBS. That experience is where She picked up expertise in creating content. She ported this communications flair into designing Pay Per Click ad campaigns for ecommerce companies and then when Microsoft’s own ads platform needed a trainer, she transitioned to working there, training both internal Microsoft teams and external groups on Microsoft ads. She went on to speak at conferences like MozCon and SMX Advanced and was ranked as the #1 Most Influential Expert in the world by PPC Hero.

She is currently the Principal Consultant for Content Solutions at LinkedIn. In 2023 she came out with the book “High Impact Content Marketing” which we’ll talk about today.

Timestamps/Chapters:

0:00:00 – Intro

00:02:42 – Welcome Purna

00:10:32 – the AGES model

00:20:38 – PSA

00:21:46 – Practical tips for high Impact content

00:35:26 – Identifying what your audience’s needs are

00:46:41 – Where to get book; contact Purna

Author’s COCOA model for topic ideation, reprinted with permission

Listen to episode

March 6, 2024March 6, 2024

Successful Change, with Susan Odle

Episode 186

Increasingly, many Marketing teams have been forced to transform their own teams, or the Business as a whole has had to start transforming itself.

But no matter how technically sophisticated they are, no matter how many consultants they have or how many Project management meetings they hold, most companies struggle through these transformations. At best, when transformations succeed, they leave heart-ache and sore feelings

Most of them revert to the status quo they tried so hard to shake. Those leading the initiative end up demoralized, marginalized or downsized.

People who say they can make transformations successful are treated with skepticism. But when that someone has skills that are so multifaceted and has pulled off this feat in multiple industries, you ought to lean in & hear them out.

Susan Odle is someone whose life’s journey and heritage spans three continents. Born to Guyanese parents moved first to London England, then to Toronto, Canada where she went to high school; it happened to be the same school where I went. Anyway, she moved to Ottawa to study music at University. The musician in her has been strong from then until now, evidenced by a solo project she released in 2017.

Our paths crossed again years later when I moved to Ottawa. In the interim Susan had been holding pivotal roles in high tech firms, leading channel & direct sales, professional services, and ops which helped several to successful exits. Susan was honored In 2020 as one of the top 50 women in SaaS by the Software Report. She’s also owned several businesses as well. Currently, Susan specializes in operationalizing change through her consultancy, 8020CS. She’s taken her understanding of navigating successful change and literally wrote the book on it. “Successful Change,” was released in 2023.

Chapters & Timestamps

00:00:00 – Intro

00:02:47 – Welcome Susan

00:06:46 – The chaos that comes with transformation

00:11:50 – The 8020CS Blueprint

00:21:46 – Break change down into four dimensions

00:29:38 – PSA

00:30:32 – Moving through ‘gates’ toward successful change

00:48:59 – Overcoming resistance

00:53:45 – Susan’s coordinate and other resources

Listen to episode

February 28, 2024March 12, 2024

Hosting Events that Generate Leads, with Michael Tucker

Episode 185

One thing that professional services and solo subject matter experts struggle with is building an audience and influencing their purchases.

Creating a content marketing engine that achieves this can take agonizingly long – years even. But virtual events that are properly marketed seem able to shorten that timespan.

My guest, Michael Tucker, has refined a program that develops virtual events for clients, and over the past 3 years it has accelerated post-event prospect discussions and sales success.

Graduating from Campbellsville University in Kentucky, he now calls Florida home

Chapters/Timestamps:

0:00:00 Intro

0:01:14 Welcome Michael

0:03:44 Virtual events are good for leadgen

0:29:09 PSA

0:30:17 Running virtual event that embeds call-to-action

0:32:30 Seeding the CTA into event

0:54:50 Michael’s coordinates

Listen to episode

People/Products/Concepts mentioned in the show

Michael’s sites:

www.thefunnelpros.com

https://www.virtualstagesecrets.com/

Michael on Instagram

Michael on YouTube.com

February 21, 2024March 12, 2024

Prophecies and Pleas of an Advertising Man, with Myles Younger

Episode 184

You could say that the marketing field is going through exciting times right now. But you shouldn’t say that everything’s rosy. Here are examples of issues we’re grappling with:

The use of SaaS by Marketing may have freed us from being chained to the IT department, but after 25 years of binge buying all these point solutions, we’re saddled with loads of Technical debt, and the order to repatriate customer data from all these servers.

CMOs are tasked so much with explaining technology out there, much of their time is used up by the C-Suite’s questions, leaving little time for them to manage marketing.

There’s the question of whether the agency-client relationship will survive with AI. Some say brands won’t need an agency as they will generate their own creative. Agencies like Publicis, who’ve poured huge sums into their media-platform CoreAI that monitors billions of consumer signals and can inform what ads should be made, when & where.

Because our field doesn’t have standardized accreditation, our terminology isn’t uniform, and we make dialects for our company or industry. How’s that working for us? About as well as it did for those building the Tower of Babel.

My guest is Myles Younger, Head of Innovation and Insights at U of Digital. Since graduating from Northeasters 20 years ago, he’s been up and down the marketing industry block. He was a client-side marketer in the tech and financial services sectors, He founded and led an adtech company, Canned Banners, that was acquired. He worked as a VP at data consultancy MightyHive which became Media.Monks.

He is in a new role now at U of Digital, spearheading this education thought leadership to expand the company’s educational offerings across different formats, learners, and markets

To me, he’s something of a modern-day David Ogilvy, who wrote his thoughts on his industry back in the day, in a book called “Confessions of an Ad Man”. Myles is just as outspoken on digital media and advertising topics, and the opinions he voices in trade publications and podcasts can come across as prophecies about this industry and sometimes pleas for how it could be better.

I caught up with him in Portland, OR, where he lives with his wife and three kids.

Timestamp/Chapters

0:00:00 Intro

0:03:25 Welcome Myles

0:04:55 Continuum of approaches to privacy

0:07:58 Our reliance on ad tech; its future

0:20:56 We can only go as fast as our people can

0:24:53 Tech debt we’ve brought on ourselves

0:31:50 PSA

0:32:37 Changes impacting platforms & ad agencies

0:42:44 Platforms exploiting advertisers in the name of Al

0:48:27 The good & bad of using their Cloud offerings