The LunchBreak Marketing Podcast

We are drawing closer and closer to the end of 2017 and with that comes the blogs releasing what they believe to be the trends for 2018. Without a doubt, just about every blog you will read will mention video marketing as it has been for the past couple of years.

That is the very topic of today’s podcast. This topic comes from a recent blog Zack put together that addresses why you should be investing more time and more of your marketing budget towards video marketing not just in 2018, but starting now. The guys discuss some jaw-dropping stats about how effective video marketing is, some things to think about before hitting record, and discussing some video ideas, as well as, highlighting some companies who are doing it right.

There is nothing intimidating about video marketing. By the end of this podcast, you will feel empowered to tackle this powerful medium and start to watch your business grow.

Enjoy!

This episode of the podcast is all about native advertising

• What is native advertising?
• How does it differ from content marketing?
• Tips to improve your own native advertising
• The future of native advertising according to Melanie
• That annoying dragon fruit picture popping up everywhere

Content marketing, native advertising, the lines can get blurred between the two.

However, there are clear distinctions when you look at them closer. In today’s podcast, we are joined by Melanie Deziel (pronounced “Mel-uh-nee Dee-zull”), Branded Content Consultant & Speaker, who has spent her entire career perfecting native advertising. Melanie defines what true native advertising is and also gives us some of how people are using in their marketing strategy.

Native advertising is foreign to most of us, but after this podcast, we know you will see that you are probably already using it in your strategy without realizing it. Once you harness the effectiveness of this form of marketing, you will start to see your brand grow.

More on Melanie Deziel

Melanie Deziel is an award-winning branded-content strategist, consultant, and speaker who travels the world educating marketing, sales, and editorial teams on branded-content best practices.

Deziel started The Overlap League native ad newsletter, writes the New Media Navigator column for Inc, teaches social media for Syracuse University’s online Master’s program, and is on the board of the Native Advertising Institute. She is the former director of creative strategy for Time Inc. and was the first editor of branded content at The New York Times, where she wrote the sponsored content pieces that won the 2014 and 2015 Best Native Advertising Execution OMMA Award, including the acclaimed “Women Inmates” piece for Netflix.

How to get in touch with Melanie Deziel

Website: mdeziel.com
Newsletter: overlapleague.com
Twitter: @mdeziel
LinkedIn: linkedin.com/in/melaniedeziel
Facebook: facebook.com/mdezielmedia
Instagram: Instagram.com/meldeziel
Pinterest: pinterest.com/melaniedeziel

Last month, Jason and Zack discussed micromarketing and how most brands are missing some of these little moments to extend their brand. Emma is the company that started this micro marketing journey the guys discussed on the show.

In today’s episode, we discuss micromarketing, Seth Godin, marketing automation, and who will play Zack and Jason in a movie idea they have on micro marketing, with Colby Cavanaugh, SVP Marketing at Emma.

Colby shares a lot about how the Emma brand is passionate about micromarketing. He also shares his take on what AI has for the future of email marketing and marketing automation. No matter how advanced technology gets, marketing will always need a human touch.

This podcast will give you a deeper respect for micromarketing. The guys hope that you start finding ways to continue your brand well past the more conventional marketing channels.

Enjoy!

Show Notes

2:23
Colby gives a brief overview of his career background.

4:25
Emma is the genesis of our mission to redefine micro-marketing with their brilliant 404 page.

5:53
The Seth Godin article that Colby mentions.

6:56

Seth suggests instead of trying to see how big you can make a segment, you see how small you can make the segment in order to find that viable audience.

7:11
Colby says they are passionate about the micro-marketing moments, like their 404 page, to extend the brand of Emma.

9:00
Jason points out how much work into the idea of investing time into a 404 page that NO ONE will ever see.

11:45
Today we have so much data at our fingertips as marketers. Colby believes we should use 70% of that date on customer service and 30% on sales.

12:15
We are coming for you, Seth! We will have you on the show.

13:45
Colby talks AI and what place it serves in digital marketing and marketing automation.

14:19
Marketing will always require the human touch that AI will not be able to have.

17:55
Marketing United

18:35
We as marketers are often missing the primary uses of email marketing automation like a welcome series.

20:15
What is the average welcome email series a business should be using? The answer is 4-5 depending on your industry and your brand.

24:36
How much email is too much email? Colby says individual preference comes into play here depending on your brand and how much your audience craves your content.

27:40
Emma’s Road Show

According to www.emailvendorselection, “Emma is a provider of email marketing software and personalized services that help organizations of all sizes get more from their marketing. Designed with businesses, franchises, universities, nonprofits, and agencies in mind. Emma’s features include email automation, audience segmentation, and mobile email marketing, plus integration with CRM solutions, eCommerce platforms, and social networks.”

Colby Cavanaugh is SVP of Marketing at Emma. Prior to joining Emma, he worked as VP of Global Channels at Return Path, where he drove customer success through their global partner ecosystem and enhanced their product offerings for digital marketers. He has over 10 years experience in the digital marketing space, including positions with Webtrends, ExactTarget, and Salesforce.

Colby Cavanaugh is SVP of Marketing at Emma. Prior to joining Emma, he worked as VP of Global Channels at Return Path, where he drove customer success through their global partner ecosystem and enhanced their product offerings for digital marketers. He has over 10 years experience in the digital marketing space, including positions with Webtrends, ExactTarget, and Salesforce.

He also has experience living and working abroad in Japan and earned his MBA from Portland State University. Colby currently resides in Portland with his wife and two children.

Recently, Google released Hawk into the world, a new algorithm focused mostly on local search. Zack wrote a blog that detailed what all you can expect from that new update. In that blog, he gave the readers tips for what they could be doing to outperform their competitors and begin to rank higher in search engines.

This actually sparked a conversation between the guys where they realized that they haven’t really presented a lot of topics surrounding SEO – until now!

Today’s podcast is centered around SEO and a few tips you can start applying today to get a better authority ranking and see your ads and company website move up in the search engine rankings.

The guys hope you enjoy this topic and find the tips practical for you to start applying it in your SEO strategy today.

Enjoy!

Show Notes

1:47 – Brian Dean shoutout, again!

2:37 – Tip number one is: Get reviews.

5:15 – Don’t get stuck on having to get ALL 5-star ratings.

8:44 – Tip number two is: Get Listed

10:35 – Keep your profile on Google up to date.

12:20 – Tip number three is: Make sure you appropriate titles and meta descriptions for Google to find you.

16:34 – Tip number four is: Make sure you gather quality links.

19:36 – Tip number five is: Create great content.

24:45 – Tip number six is: Do your keyword research

24:56 – Check out Moz, SEMrush Keyword Tool, and Google’s Keyword Planner.

In today’s podcast, Zack and I speak about the misconceptions surrounding being a designer. We’ve been doing this for a while now and we’ve created a pretty good list of these misconceptions.

So what’s the takeaway from the podcast? Being a designer is awesome. We both love it. We wouldn’t do it if we didn’t love the work.

But, it should be known that design can be a demanding, frustrating, exciting, thankless, and amazing career.

Take the hard times, failures, and mistakes and turn them into opportunities to become better.

• 1:19 Being a designer can be glamorous, but it rarely works out that way. It’s a lot of long hours and hard work, but it usually pays off in the end.
• 6:08 Not every client is going to love your work, but this should lead you to areas of growth and will show you the opportunities to learn and become a better designer.

• 8:08

  We have never blown a client out of any water source. We do not recommend this.
• 8:23 You will never see the portfolio pieces that we don’t want you to see. Sorry, Charlie.
• 12:30 Clients usually know that they need SOMETHING, but it’s your job as a designer to help the client SEE what they want. Talk with them, get a detailed brief, and find out what the client is looking for and what they like before beginning.
• 15:19 Tommy Bronx is an awesome artist.
• 17:00 Your clients have money. You’re performing a service. You need to make sure you get paid. And, get paid what you’re worth.
• 20:24 FACT: Every customer is not a good customer. Learn this. It will change your life as a designer.

We recorded this podcast at a local Thai place: Fresh Bowl. It’s one of our favorites and it has a great menu, atmosphere, and staff.