Stay ConnectedYour weekly source of case-based stories about marketing growth from local to global brands like Google, Vodafone, SAP, IKEA, Uber, and many more. Join Laura Morelli as she interviews the people behind successful, integrated marketing campaigns, and discuss the latest news, tools, strategies, and techniques that’ll give your digital marketing the edge.
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podcast@semrush.com
Marketing Scoop Episode 2.18 is a Content themed episode - specifically focusing on Influencer Marketing on Instagram
We've heard a lot of chat recently about the necessity to disclose native advertising on Instagram but what advertising strategies on Instagram are working best now and how do you go about building relationships with influencers on Instagram? And is Instagram the best social platform for most businesses to be on nowadays?
Joining us are 2 great guests...
Here's what we talk about:
1:20 How would Leah summarise the state of influencer marketing today?
4:00 What are some of the common mistakes that Laurie sees with influencer marketing?
6:27 What are some of the common mistakes that Leah is seeing with influencer marketing?
7:40 Should a brand allow an influencer to create content all by themselves?
9:00 How do you find the right influencers for your brand?
10:18 How do you define a micro-influencer?
11:30 What are the metrics that a brand should use to measure whether their influencer marketing campaign was a success?
13:00 What other tools can be used to measure the success of influencer campaigns?
15:00 Is influencer marketing right for all industries?
16:30 How can a brand persuade an influencer to work with them if they have multiple offers?
17:40 Should you be trying to work with as many influencers as possible?
18:35 How do I make sure as a brand that I am targeting the right influencers, and not 'fake' influencers?
20:25 What are Laurie's thoughts on how influencer marketing will evolve over the next year or so? Will it become more regulated?
22:30 What does a business need to do to attract an influencer to them?
25:20 What is Laurie's actionable tip for today's episode?
26:30 David's actionable tip
27:00 Judith's actionable tip
29: 00 What is Leah's actionable tip for today's episode?
Subscribe to the Marketing Scoop audio podcast here: https://www.semrush.com/podcast/
Marketing Scoop Episode 2.17 is an 'SEO' themed episode – specifically focusing on "Are links still important for SEO?"
We've often heard through the years that link building is dead and that if you work in the world of SEO, there are much better uses of your time than building links. But is that really the case? Do links still work and what are their level of importance and impact in 2019?
Joining David and Judith for this episode are 2 great guests…
Here are the topics that we cover…
1:30 What are some of the more unusual link building techniques?
3:30 Is it possible to steal your competitors' links?
5:00 What link building activities used to work, but SEOs shouldn't be spending their time on in 2019?
6:30 What is the ethical argument against link building?
8:30 How has the general market's awareness of what SEO is impacted link building?
10:00 Is it still worthwhile having a link if it's from a website that is unrelated to your industry?
11:00 Would you prefer a link from a low authority blog in your industry or a high authority blog from outside of your industry?
13:30 What link building tactics used to work, but SEOs shouldn't be doing in 2019?
14:00 What about outreach? How should SEOs be trying to obtain links from influencers?
16:30 Is trying to get multiple links from the same blog worthwhile from an SEO perspective?
18:00 Could a no-follow link from another site pass on any SEO value to your own site?
21:10 How can we future-proof our link building activities?
22:30 How do you measure the value of citations?
25:00 Are Google likely to replace the value of links in their algorithm in the future? If so, with what?
26:30 Natalie's actionable tip – how to replicate a competitor's link strategy
26:20 Ric's actionable tip – use your own unique assets
Find our more about the show here: https://www.semrush.com/podcast/
Marketing Scoop Episode 2.16 is an 'advertising' themed episode – specifically focusing on "What paid search activities should you be automating in 2019?"
Paid search is an area of digital that has changed so much over the past few years. It used to be where manual selection of keywords, ad copy and landing pages were the things that you needed to be doing to run your campaigns as efficiently as possible. Now, in 2019, you're being inefficient if you try to do everything yourself.
In this show, we look at what to automate when it comes to paid search in 2019.
Joining us are 2 great guests…
Here's what we discuss:
0:40 Introducing Michael
1:10 Introducing Nils
1:30 Google seems to be pushing ad automation a lot at the moment - why is this the case?
3:20 What areas of automation is Michael using at the moment?
4:20 Does Michael advocate starting off paid campaigns on a manual basis before turning them into automated campaigns?
7:30 Is it not the case that once campaigns have been optimized manually then they should be passed over to the machines to further optimize?
9:30 What are some of the benefits of using scripts?
11:35 What are the top 3 scripts that advertisers should be using?
14:20 But surely if you don't embrace automation you will get left behind?
15:00 Are there certain industries that are more appropriate to use manual management of campaigns?
15:30 What are the panel's thoughts on using automation to generate ad copy?
17:40 What kind of activities should paid search advertisers be automating at the moment?
20:00 What re our guests' actionable takeaways?
Marketing Scoop Episode 2.15 is a 'success story' themed episode – specifically focusing on "How to market a podcast".
Subscribe to our podcast here: https://www.semrush.com/podcast/
Podcasts are growing at a rate of knots, with nearly 68 million Americans listening to podcasts on a monthly basis – that's nearly one in four people across the country!
If you've started a podcast, or you've considered starting a podcast, then one thing that you definitely need to think about is how to market your podcast.
And that's something that's covered in today's Success Story, which features 2 great guests.
Firstly Deepak Shukla – Founder of Pearl Lemon and the 'Life, Love and Entrepreneurship' podcast – a show that he's managed to get featured in the 'New & Noteworthy' section of iTunes twice.
Also joining us is CEO & Co-founder of podcast tech company Rebel Base Media, Mark Asquith. Mark's a podcaster, speaker (including TedX) and content marketer with a background in successful entrepreneurship, startups and building global marketing agencies.
Here's what is discussed:
2:40 What type of podcast episode tends to get the most traction for Mark Asquith?
5:34 Are episodes with guests easier to promote?
7:00 Does Deepak agree that shorter podcasts perform better?
10:00 Why are Joe Rogan's long shows so successful if short shows are better?
14:00 What is Mark Asquith's opinion of long-form podcasts?
17:00 What is an example of a podcast episode that Deepak has published that was particularly successful, and why was it successful?
20:00 How does Deepak research his topics that he's going to cover in each episode?
22:00 What about Mark? What is an example of a podcast episode that Mark has published that was particularly successful, and why was it successful?
25:40 Are trending topics more important than guests?
29:00 Is it important that you ask your listeners to subscribe?
32:00 Deepak's actionable tip
34:00 Mark's actionable tip
Marketing Scoop Episode 2.14 is a content marketing special – specifically focusing on "Social Media Content that Converts". We'll be discussing how to incorporate calls-to-action into social content without being too "salesy", and what content and calls-to-action work best.
Subscribe to the podcast here: https://www.semrush.com/podcast/
In this show we have 2 guests joining our regular hosts David & Judith…
A gentleman who helps entrepreneurs to level up their impact & authority confidently using live video – Ian Anderson Gray. Ian's a Confident Live Marketing consultant and founder of Seriously Social and the Confident Live Marketing Academy.
Also, a lady a regular speaker at social media conferences including The Social Media Summit (Dublin), Big Social (Manchester) and Social Day (London and Birmingham) as well as bringing education and inspiration to business events and annual conferences – Julia Bramble from BrambleBuzz.
Here's what we chat about in this episode:
1:40 How actionable can social media really be?
4:30 What to do if time's an issue
7:20 How do you measure the ROI of your social media marketing efforts?
9:00 Do you have a strategy when it comes to publishing different types of content on your social media feeds?
10:00 Should Instagram be part of your strategy if you are a B2B business?
13:40 Do we think that most users would be unhappy if they knew that Instagram was owned by Facebook?
15:30 Where does live video fit into the social media product mix?
18:00 Is it important to embrace your own shortcomings on social media?
19:00 What type of content turns people off on social media?
24:00 What apart from personas can be used to deliver a more personalised content experience to your audience?
26:00 How should you leverage live video content after it's been broadcast?
30:00 Ian's actionable tip
31:20 Julia's actionable tip
Marketing Scoop Episode 2.13 is the first episode of 2019, looking at SEO, and specifically SEO testing – looking into what SEO split-testing is, specific examples of what you should be testing and how SEO testing interplays with CRO.
Subscribe to the podcast here: https://www.semrush.com/podcast/
In this show we have 2 guests joining our regular hosts David & Judith…
Founder and CEO of Distilled, Will Critchlow is an entrepreneur with experience in founding and growing an agency business, marketing and designing conferences, building web apps and running a marketing team. He's been at the top of the SEO industry for over a decade.
Speaker, Trainer & Director Organic Search at Peak Ace AG, Bastian Grimm is an International SEO consultant. Bastian's areas of focus include the conception and implementation of SEO strategies, the development and expansion of SEO teams, and the development of international link building strategies and link risk management.
Plus, a special appearance from StrategiQ's Chris Green.
Here's what we chat about in this episode:
2:00 What are some of the top things that an SEO should be testing this year?
4:45 Is Will also looking at what happens after the user arrives on the site?
7:55 Is there any area of SEO that could be tested without thinking about CRO or are the 2 areas too interlinked?
9:00 What are the key metrics that we need to be testing for SEO and which metrics apply to both CRO and SEO testing?
12:00 Is it true that you only focus on ranking as a debug method of testing or is rank tracking still important as a KPI?
13:15 Is it possible just to focus on improving your UX and improve your SEO as a result of it?
16.15 Bastian Grimm's thoughts on SEO testing and what's working at the moment
20:40 What are the biggest mistakes that people make when it comes to SEO testing?
22:10 Chris Green's thoughts on SEO testing and what's working at the moment
25:05 Chris Green introduces "Spark" - a Meta CMS for SEO Teams, powered by Cloudflare Workers
29:10 Will's thoughts on what Chris Green shared
31:20 Bastian's thoughts on what Chris Green shared
33:30 Will's actionable tip
35:00 Bastian's actionable tip
36:35 Chris' actionable tip
38:00 Judith's final thoughts
Today's guests have all produced outstanding campaigns for the SEMRush Australia Search Awards.
Here's a summary of the conversation that we had…
2:30 Duncan Jones, Head of Strategy and Growth at Web Profits give some background to the winning entry: Aussie Broadband
3:27 Duncan gives a summary of Aussie Broadband's integrated marketing campaign
7:02 How Duncan does growth marketing
12:12 About Duncan's team
13:30 How to encourage more online reviews
16:40 Matt from Yellow Octopus shares his campaign for "The Living Room"
20:07 What does an engagement ad look like?
24:00 Matt's thought on what integrated marketing is
27:33 Why time was of the essence for Matt and what that meant for implementing the campaign
28:57 Russ' campaign for Billy J Boutique
35:00 How Russ structures his team and gets everyone to work together
39:28 What Duncan would do differently next time
40:42 Duncan shares his actionable tip
42:16 Matt shares learnings from this campaign
43:54 Matt shares his actionable tip
45:21 What would Russ change in hindsight?
46:30 Russ shares his actionable tip
Today's guests were:
Russ Macumber, a Senior Digital Strategist at Impressive.com.au Duncan Jones , Head of Strategy at Growth at webprofits.com.au Marketing Maestro at YellowOctopus.com.au
On this end-of year special we asked our guests (Aleyda Solis, Purna Virji, Larry Kim and Barry Schwartz) to think about what their number 1 digital marketing news story of 2018 was!
Here's what we discussed...
2:00 What were the top digital marketing stories in 2018?
2:30 Story 1 – Google's Mobile First Index roll-out
8:40 Story 2 - The Cambridge Analytica story and resultant changes to Facebook's News Feed
17:30 Story 3 - Microsoft launches a new audience network, 'Audience Ads'
31:09 Story 4 - The "Zero results" SERP
41:30 General discussion about what story is the top story of the year
48:00 Is the Cambridge Analytica story or is the new audience network story having the biggest impact?
49:00 What common subject brings all the stories together?
50:00 What is the biggest impact that mobile-first indexing is having on marketers?
50:30 What kind of actionable takeaway can marketers apply from the zero-listing search result?
51:10 What can marketers learn from the Cambridge Analytics story?
51:45 What's one lesson that marketers can learn from Purna's "new audience network" story
About this episode's guests
Larry Kim, the CEO of MobileMonkey, Inc. – a Facebook Messenger Marketing Platform for marketers at companies of all sizes, helping users create powerful chatbots without coding.
Aleyda Solis, an International SEO Consultant and founder of Orainti -a highly specialized, boutique SEO consultancy-, blogger (Search Engine Land, Search Engine Journal), speaker (with more than 100 conferences in 20 countries in English and Spanish).
Purna Virji, named by Adweek on their 2018 Young Influentials List, Purna specializes in digital marketing, AI, and the future of search. In 2016, she was named by PPC Hero as the #1 Most Influential Expert in the world.
Barry Schwartz, Editor of Search Engine Roundtable, News Editor at Search Engine Land and Speaker at Search Engine Strategies & WebmasterWorld Pub Conferences.
Episode 2.10 of Marketing Scoop is a little different – this is a segment from a 5-part livestream series bringing you 120 of the world's leading digital marketers - all be answering the same question - "what's your number 1, actionable digital marketing tip for 2019."
This particular section features Andrea Vahl, Amy Bishop, Leah Buckingham-Warner, Kristian Haanes, Chad Pollitt, Teresa Heath-Wareing, Stephan Spencer, Kirk Williams, Michael Fleischner, Lexi Mills, Marcus Sheridan and Kevin Gibbons.
Here's a summary of what was covered...
1:47 "Focus any Facebook Ads you have around conversions – test using 4:5 frame dimensions for video." Andrea Vahl from andreavahl.com
4:04 "Start with a customer-centric approach to the purchase journey." Amy Bishop from cultivativemarketing.com
7:40 "Get involved in influencer marketing." Leah Buckingham-Warner from butterflymarketingconsultancy.co.uk
11:07 "Begin your planning for 2019 now – planning is everything!" Kristian Haanes from webinara.com
14:48 "Be prepared for the USA version of GDPR! And put much more budget into the content that you produce." Chad Pollitt from inpwrd.com
18:43 "Think about how you can connect to your audience through authenticity." Teresa Heath-Wareing from teresaheathwareing.com 21:34 "Steal featured snippets from your competitors!" Stephan Spencer from stephanspencer.com
25:02 "Take a hard look at investigating Amazon advertising." Kirk Williams from zatomarketing.com
27:50 "Stay abreast of the latest developments in marketing technology." Michael Fleischner from bigfinsolutions.com
30:24 "You need to really care about the thing that you're creating." Lexi Mills from leximills.net
32:30 "Record an authentic video addressing the top 7 concerns that your customers have." Marcus Sheridan from marcussheridan.com
37:20 "Push for more crazy ideas! And think strategy, not campaigns." Kevin Gibbons from resignal.com
I hope that you enjoyed this great selection of thoughts and tips from today's livestream!
Check out the rest of the recordings from this mini-series at http://www.digitalmarketingin2019.com
Marketing Scoop Episode 2.9 is a Paid Advertising-themed episode where we look at the common challenges with keeping up paid search optimization strategies and which metrics specifically you should be paying attention to, to ensure that your campaigns are working as efficiently as possible.
Here's what we discuss:
1:10 What are the metrics that you are paying closest attention to at the moment?
2:14 Micro and macro conversions
3:25 Ad impressions and click-through rates
4:30 Relative CTR
5:22 How engaging are your ads?
6:50 How should you improve your ad copy to include your CTR?
7:55 How reviews and testimonials can enhance your ad copy
9:00 How do you measure the value of micro-conversions and assists?
10:41 Making decisions on what keywords to bid on
11:20 Finding out more about micro and macro conversions
13:10 How can you measure traffic from offline locations?
15:36 What metrics on Facebook do advertisers need to keep an eye on?
16:25 How many times should the same person see the same ad?
18:40 Is ad fatigue not the same on the Google SERPs?
20:20 How is Google determining good CTR?
22:00 Why special days like Black Friday may skew your data and how to handle it
25:30 What is Samantha's actionable tip?
26:46 What is Joel's actionable tip?
This episode's guests are:
With many years' experience in paid media, Samantha Noble started her own paid media consultancy, Biddable Moments in 2016. She works with in-house brands and digital marketing agencies supporting their teams with all things related to paid media.
From his early days as an employee at Wix.com to opening up an elite paid advertising agency, Joel Bondorowsky has managed some of the largest paid campaigns in history.
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