Episodes

  • Facebook Ad Custom Audiences: Retargeting Those Who Know You

    · 00:44:15 · Social Media Marketing Podcast helps your business thrive with social media

    Want to create Facebook custom audiences that move people into your sales process?Looking for tips on using new Facebook custom audience options?To explore ways to use custom audiences for Facebook and Instagram ads, I interview Amanda Bond.More About This ShowThe Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers, business owners, and creators discover what works with social media marketing.In this episode, I interview Amanda Bond, a leading Facebook ad strategist. She's a regular correspondent on the Social Media Marketing Talk Show. Her Facebook ads course is called "The StrADegy System."Amanda explains how custom audiences based on engagement can trigger an ad sequence that furthers your marketing objectives.You’ll discover tips for promoting events and segmenting audiences based on video views.Share your feedback, read the show notes, and get the links mentioned in this episode below.Listen NowHere are some of the things you'll discover in this show:Facebook Ad Custom AudiencesCustom Audiences OverviewWhen you advertise on Facebook, you can target people who have an existing relationship with your business. This existing relationship is the basis for custom audiences, which are really remarketing or retargeting audiences.Audience types: Facebook gives you six options for defining the existing relationship between your business and your ad audience. To find these options, open Facebook Ads Manager and then go to the Audiences tool. After you click the button to create a custom audience, you see all of the ways you can define the existing relationship with your business.For starters, you can target customers by uploading a CSV file of customer data, such as email addresses from your customer database or webinar attendees. This option also allows you to target ads to people on your email list.When you choose to create an audience of website visitors, Facebook adds people who visited your site and thus triggered the Facebook pixel. With this option, you can segment the audience (for example, by targeting people who visited this page but not that one). You can create as many exclusions or multiple page visits as you want.If you're an app developer, you can create an audience of people who are interacting with your app activity.A new option is offline activity, such as traveling to a store or calling on the phone. Amanda predicts that offline activity tracking will start attracting businesses with larger advertising budgets to the Facebook ecosystem.Amanda is especially fired up about the engagement option because it's fun and so in line with social media marketing. With the engagement option, you create an audience of people who have interacted with your business via Facebook or Instagram.Engagement types: You can define an engagement audience based on six different engagement elements. The first is video, which allows you to create an audience of people who have watched at least 3 seconds of your videos on your Facebook page or your Instagram business profile. Amanda discussed Facebook Video Retargeting for Live Video and Beyond the last time she appeared on this podcast.The second element is lead forms. If you already use lead ads, you can get back in front of people who have opened or completed your lead form.Third, the canvas experience is like a little micro-website within the Facebook platform. Create a list of people who have opened those collections or canvases on Facebook.The fourth option is Amanda’s favorite: Facebook page engagement. You can reach anyone who has visited or interacted with your Facebook page again through advertising. The options here, discussed later in the show, should motivate any business owner to spend more time on their social channels.The fifth option is similar to Facebook page engagement,

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  • YouTube Pre-Roll Ads: How to Acquire Customers With Video

    · 00:43:02 · Social Media Marketing Podcast helps your business thrive with social media

    Want your ads to drive more sales?Interested in the benefits of YouTube pre-roll ads?To explore how to sell products and services with YouTube pre-roll ads, I interview Billy Gene Shaw.More About This ShowThe Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers, business owners, and creators discover what works with social media marketing.In this episode, I interview Billy Gene Shaw, a Facebook and YouTube marketing expert. His agency helps businesses acquire customers. He's also the founder of the School of G.E.N.E.I.U.S.Billy Gene provides tips for creating attention-grabbing pre-roll ads and offers that compel viewers to click a call to action.You'll discover how to serve YouTube pre-roll ads via a specific video, topic, or location.Share your feedback, read the show notes, and get the links mentioned in this episode below.Listen NowHere are some of the things you'll discover in this show:YouTube Pre-Roll AdsBilly Gene's StoryWhen Billy Gene was at a professional low, he was making cold calls all day, selling online education from a university he didn't believe in. After he found out the company's CEO made $25 million a year in online business, he quit the next day.Billy Gene called one of his buddies who had just inherited some money and said, "Dude, we need to figure out something about this online stuff." Long story short, they discovered Facebook ads and Billy Gene saw and fell in love with the possibilities. This was in 2012 and 2013, when Facebook ads appeared only in the right column, not in the news feed.Over the last few years, Billy Gene has worked with a lot of franchises like Massage Envy, Kia Motors, and Orange Theory Fitness. His agency helps them get more customers.When a company hires his agency, they want results, Billy Gene explains. They don't want a new website or organic posting. They want one thing: more money than what they're spending working with him. If you can bring a business three times the revenue you cost them, those relationships last a long time.Listen to the show to hear Billy Gene list his basic tools for attracting customers in an automated and predictable way.What Are YouTube Pre-Roll Ads and Why Use Them?When you're on YouTube looking to be entertained, the pre-roll video is the one that pops up before your video. The ad isn't what you searched for and you can't skip it for the first five seconds. These ads are also called in-stream ads.Billy Gene spends a lot of money on advertising across several platforms: Facebook, Instagram, billboards, podcasts, and so on. In 2017, he believes YouTube is the most profitable, easiest, fastest, and most affordable way to get customers. If you're not using YouTube ads, you're missing out on a giant opportunity, he says.Everyone is Facebook-centric these days. People are finally becoming hip to social media and they start with Facebook. Because there's a bigger barrier to entry with video on YouTube, it's much less competitive. Both platforms use a bidding system, and where there are more people it's more expensive. Plus, Facebook is increasing prices, especially with the holidays coming up.When the market zigs, you should zag. YouTube is the zag, which is why it's so profitable right now. Plus, it gives you the opportunity to physically be in front of your customers. Seeing someone's face, watching their body language, and taking in their environment build a level of trust that you can't do with an image.Listen to the show to discover what prevents people from doing YouTube ads. ExamplesAs an example of what YouTube ads can do, Billy Gene talks about an ad promoting his membership site. Members pay about $100 per month, and he teaches a new skill each month. For the first year, he reached about 300 to 400 members using only Facebook ads. Beginning this year,

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  • The Facebook Algorithm Explained for Marketers

    · 00:47:05 · Social Media Marketing Podcast helps your business thrive with social media

    Want to maximize the reach of your Facebook posts?Wondering how the Facebook relevance score and boosting posts can help?To explore what marketers need to know about the Facebook algorithm, I interview Dennis Yu.More About This ShowThe Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers, business owners, and creators discover what works with social media marketing.In this episode, I interview Dennis Yu, a Facebook ads expert and CTO of BlitzMetrics: a business that's part school and part agency for social marketers. For the past 20 years, Dennis has been working in marketing and analytics. He used to work at Yahoo! running analytics.Dennis explains how Facebook’s algorithm prioritizes different types of engagement and post content.You’ll discover how Dennis boosts posts to manage ad costs.Share your feedback, read the show notes, and get the links mentioned in this episode below.Listen NowHere are some of the things you'll discover in this show:The Facebook Algorithm Explained for MarketersDennis' Story Dennis, who has done analytics at Yahoo! and helped build the website for American Airlines, has always been into math and data.In May 2007, when Facebook launched its app-building platform, he built one of the first apps. Dennis had one of the original Facebook accounts and shares that in the beginning, Facebook didn't really have analytics, a news feed, or an ad system. As his app gained several million users, Dennis discovered a treasure trove of data.These days, Dennis builds training systems that help young adults become apprentice digital marketers. His passions have always been mentorship and creating systems that enable him to scale his mentorship efforts. Students complete the training, are certified, and are then paid to work on packages.The system is completely self-funded so every penny goes back to training young adults. Dennis thinks this reinvestment is the only way for businesses to scale. The training courses are based on actual execution. The more execution, the better the training and the more data available for developing standards for working with Facebook, Google, and other platforms.Working with big organizations such as the Golden State Warriors, Rosetta Stone, food companies, and car companies gives BlitzMetrics a lot of data. This data helps them see patterns better and create benchmarks. For example, they can see that posting photos to galleries leads to more reach than posting single photos.Listen to the show to hear Dennis discuss similarities between the Facebook algorithm and Google search.The Purpose of the Facebook AlgorithmBack in 2007, you could trick the algorithm pretty easily; post statuses or get enough people to talk about something, and it would take off.Since then, the Facebook algorithm has become smarter because Facebook has more data. More users produce more things such as video, images, and apps. Instead of looking at pure engagement, the algorithm now looks at how long people watch videos, click-back rates, and other factors that indicate whether something is a legitimate signal.Today, the algorithm's job is to show users relevant content.The more content (more friends and more posts), the stronger the algorithm's filter power has to be to deliver relevant content. For instance, the average user has more than 500 friends and likes 150 or more pages. The amount of content being produced keeps growing, while the user's attention remains finite. The more friends added and pages liked, the stronger the algorithm's filter power needs to be to determine what a certain user wants to see.The number of times a user logs in per day also matters. The algorithm needs to work differently for a user who logs in once or twice per day versus 20 times per day. Plus, based on where you are, what you're doing,

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  • How Social Media Has Evolved and Where It Is Headed

    · 00:46:57 · Social Media Marketing Podcast helps your business thrive with social media

    Want to prepare for emerging social technologies and marketing tactics?Wondering how to reach your audience as algorithms change?To explore the past, present, and future of social media marketing, I interview Brian Solis.More About This ShowThe Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers, business owners, and creators discover what works with social media marketing.In this episode, I interview Brian Solis, a digital analyst and futurist at the Altimeter Group. He's considered one of the founding fathers of social media marketing. He authored The Social Media Manifesto and the book Engage. His most recent book is X: The Experience When Business Meets Design.Brian explores the insights revealed in his most recent update to The Conversation Prism.You'll discover how human aspiration and intent can help you reach your desired audience as social media continues to evolve.Share your feedback, read the show notes, and get the links mentioned in this episode below.Listen NowHere are some of the things you'll discover in this show:How Social Media Has Evolved and Where It Is HeadedSocial Media in 2007The early days of social media were a really exciting time, Brian explains. After Web 2.0 in Silicon Valley in the mid-2000s, Facebook opened to the public in 2006, Twitter appeared in 2007, and early social networks like Friend Feed and Friendster were still around. Some people saw the promise of social media but most of the world had no idea. There was zero direction. Social media was, and still is in some ways, the Wild West.When Brian wrote The Social Media Manifesto, he was thinking about the idea of a revolution. Social media had the potential to be a great democratizer of information. Social media was a platform where everyone could share their voice.As someone who struggled to get through to traditional media or buy media to reach people, Brian believed that the ability to reach people directly and people-to-people engagement were going to be the future of all media. Brian wrote the manifesto so individuals, marketers, brands, and traditional media would think about the potential and how to be part of the movement, rather than try to control it and broadcast through it.At the time, Brian ran a couple of companies, including an early digital agency/lab dedicated to helping startups reach their markets.Using techniques that might be considered "growth hacking," the agency found clever, nontraditional ways of helping companies with few resources get as big as they could so they could get acquired, make an IPO (initial public offering), or simply reach profitability. Brian was in and around the development of not only social media but also many other social technologies.Brian says after the rise and fall of Web 1.0, Web 2.0 showed promise but was then hit with the economic challenge of the 2008 recession. However, Brian was interested in the way social media seemed almost recession-proof. It took everything by storm. For instance, South by Southwest Interactive enjoyed a surge in popularity around 2005 through 2007 with the rise of Web 2.0 and social media.Plus, it was the beginning of entrepreneurship, at least in this era. Everybody in every industry was suddenly a social media pro. You had marketers, advertisers, coaches, you name it. Everybody latched onto social media because it seemed like it was the next gold rush.Social media showed the promise of fantastic opportunities, not just from a market or a profit standpoint, but for changing the world. Brian wanted to do his part to steer social media in a positive and productive direction.Listen to the show to hear more about the evolution of the Internet and social media.The Conversation Prism Brian started working on The Conversation Prism in 2007, and it officially launched in 2008 at South by Southwest w...

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  • Chatbots: Marketing Automation via Messenger

    · 00:44:33 · Social Media Marketing Podcast helps your business thrive with social media

    Wondering how chatbots can improve open and click-through rates on Facebook?Want to build funnels into your chatbot messaging?To explore how to develop marketing messaging that works in Facebook Messenger chatbots, I interview Andrew Warner.More About This ShowThe Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers, business owners, and creators discover what works with social media marketing.In this episode, I interview Andrew Warner. When Andrew was younger, he built a company to $30 million in annual sales. Today, Andrew is the founder of Mixergy, a site and podcast focused on tech startups. Andrew's newest venture is called Bot Academy, a site focused on chatbots.Andrew explains the many advantages chatbots offer compared to email.You'll discover how tags and the right content can create interactive and engaging chatbot conversations.Share your feedback, read the show notes, and get the links mentioned in this episode below.Listen NowHere are some of the things you'll discover in this show:ChatbotsHow Andrew Got Into Chatbots Since 2008, Andrew has been running Mixergy, a podcast and website focused on helping newer tech entrepreneurs learn from a variety of experienced tech entrepreneurs and exploring topics like their backgrounds, how they built their businesses, and why those businesses worked.Although Andrew had made angel investments in chatbot software companies, he didn't really use them in his work until his company had a problem with its email open and click-through rates. A big part of Mixergy's business is growing their email list for relationship-building with future customers. To improve those rates, Andrew tried many things including adjusting their funnel, but nothing worked.Then Andrew realized he was complaining to his team about the problem not with email, but via chat apps such as Facebook Messenger, iMessage, and Slack. Although Andrew was communicating with people he loved and worked with using chat, he was using email to communicate with prospective customers. He began to question whether email was the issue.Andrew decided to test how communicating with customers via chat would impact the metrics for his business communications. When they communicated with customers via chat, open rates rose from 20% to 30% with emails to 80% to 95% on Facebook Messenger. Click rates rose from 5% on email to more than 50% on Messenger.Andrew recalls driving from San Francisco to Napa to get away from work for the day. Two different people called him during the drive and said, "Please show me how you're reaching people on Facebook Messenger." That's when Andrew realized chatbots were the future and he could build a business based on chat.The first company Andrew invested in was Assist, founded by his friend Shane Mac and the founder of Geek Squad, Robert Stephens. One of their tests was this chatbot that at first worked on SMS text messages and then Facebook Messenger. They were so plugged in that when Facebook was thinking about chatbots, the duo went to Facebook's offices to talk about it.Then when Mark Zuckerberg announced chatbots at F8 2016, Andrew asked himself, "Why am I not paying more attention to what Shane and Robert Stevens are telling me?" That's when he started to get really lit up by the idea of chatbots.Listen to the show to hear about other efforts that didn't help Andrew improve metrics for his email list.What Chatbots Can Do and Why Marketers Should CareChatbots can provide a sense of immediacy that email doesn't. Marketers can use this immediacy to share timely reminders and links. For example, someone who registers for one of Andrew's webinars receives the message, "Press this button and my chatbot will remind you on Facebook Messenger." When it's time for the webinar, the chatbot reminder makes the recipient's phone vibrate and ...

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  • How to Get Leads and Customers at Events

    · 00:41:42 · Social Media Marketing Podcast helps your business thrive with social media

    Wondering how taking part in live events can help your business?Interested in tips on networking and sponsorships for events?To explore how to connect with and develop leads by attending physical events, I interview Emily Crume and Demian Ross.More About This ShowThe Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers, business owners, and creators discover what works with social media marketing.In this episode, I interview Emily Crume and Demian Ross from our biz dev division at Social Media Examiner. Each has been attending events for years with an eye on prospecting.Emily and Demian explain how attendees can prepare for an event and network with people they want to meet.You'll discover how different types of event sponsorships can build brand awareness and help you find prospects.Share your feedback, read the show notes, and get the links mentioned in this episode below.Listen NowHere are some of the things you'll discover in this show:How to Grow Your Leads and Customers at EventsWhy Consider Events to Prospect?Events are a great way to meet people and develop long-term relationships, Emily explains. Events are also a great way to increase awareness of your business.At the time of this interview, Emily is at INBOUND in Boston with "22,000 of my new potential best friends." Everyone is attending sessions and learning from each other. Emily is going to demos, meeting new customers, and finding potential tools and solutions for the Social Media Examiner audience. Her secret mission is to find opportunities, which is why so many people go to events.It's also about speeding up the KLT (know, like, and trust) factor, Demian adds. You've got to get to know someone and like them, and then you'll be open to trusting them. People want to do business with people they trust. Because you're physically able to talk to and reach out to people and build a connection, you expedite that relationship. Networking in person is still so important, even in 2017.When I first started Social Media Examiner in October 2009, I went to two events, BlogWorld and MarketingProfs B2B Summit. In about a week, I accomplished something that would normally take a year or more. Something magical happens when you meet people face to face, even if opportunities don't present themselves immediately.Whether you're in the event world, a consultant looking for customers, a company that sells digital or physical products, or in professional services, you can benefit from going to events.Listen to the show to discover some of the people I became friends with at events in October 2009.Attending EventsEmily, Demian, and I discuss the four different levels of event involvement. The first level is buying a ticket and going to an event.At Podcast Movement and VidSummit, my goals were to network, so all I did was stand in the halls, talk to people, and meet some of my existing contacts. Often, those contacts would introduce me to new people. Also, I might host a breakfast, lunch, or dinner. When you sit down to share a meal with people, amazing opportunities present themselves.Emily likes to meet with existing customers and support their activities at events. For instance, she'll attend their sessions and go to their demos so she can also learn more about their businesses and find ways to help them connect more deeply with our audience. Go to activities that align with your type of business, she suggests. Learn new things, get inspiration, and hone your craft while finding other like-minded people.Demian goes to events to meet with people who see the power of exhibiting, as well as to discover who their decision-maker is (something easier to find out in person). He wants to learn about what people do so we can see whether it's a good fit. Whether you're there to scope out exhibitors or as an attendee,

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  • Creating Short, Snackable Videos for Instagram and Beyond

    · 00:47:29 · Social Media Marketing Podcast helps your business thrive with social media

    Wondering how to film and edit compelling 60-second videos?Want your videos to boost social media engagement?To explore how to create short videos for Instagram and Facebook, I interview Lindsay Ostrom.More About This ShowThe Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers, business owners, and creators discover what works with social media marketing.In this episode, I interview Lindsay Ostrom, founder of PinchofYum.com and author of the Tasty Food Photography ebook. She also co-founded Food Blogger Pro, a membership site for developing and monetizing food content.Lindsay explains why short videos work and how to create a hook that captures viewers' attention.You'll discover tips for lighting and editing your videos.Share your feedback, read the show notes, and get the links mentioned in this episode below.Listen NowHere are some of the things you'll discover in this show:Creating Short, Snackable Videos on Instagram and BeyondLindsay's StoryLindsay began her career as an elementary school teacher. She taught fourth grade and loved it. After school, Lindsay liked trying different things in the kitchen and started a food blog as a hobby. Lindsay enjoyed creating the recipes, and the game of seeing how many followers and comments she could get. Even in the early stages, she liked digging into the analytics.The blog started in 2010, and after a year, traffic continued to pick up. Then Jane Wang, the mother of one of the founders of Pinterest, pinned one of Lindsay's recipes. At the time, Jane Wang had one of the most followed accounts and her pin was a lucky break that led to a spike in the blog's growth and led Lindsay on the path toward blogging full-time.Eventually, Lindsay and her husband both left their day jobs to work on Pinch of Yum. They now also have a team of five people.The majority of the content is, always has been, and probably always will be food and recipes. The blog posts include several pictures, the recipes in text, and videos. The blog has a lifestyle side too. Once or twice a month, if something significant happens in their lives, Lindsay talks about it on the blog, although not in a recipe post. The rest of the content is food with personal stories woven into them.Pinch of Yum has about 124,000 followers on Pinterest; 270,000 on Facebook; and 466,000 on Instagram.Listen to the show to hear what Lindsay calls the "funny/embarrassing" part of her blog's growth story.What Are Short, Snackable Videos?Short, snackable videos are around 60 seconds long and typically show only someone's hands as they create a recipe. These videos are like a bridge between a photo of a recipe and a full-blown cooking show. Tasty, which most people are familiar with, deserves a lot of the credit for popularizing this style of food video.Meatball Sub BoatsEnjoy a meatball sub without all the mess with this easy meatball sub recipe !FULL RECIPE: http://bzfd.it/2gd3OQlFIND IT IN OUR APP: http://tstyapp.com/m/isOMiDheUFPosted by Tasty on Friday, August 25, 2017These videos are frequently shot from an overhead angle. When Lindsay creates her videos, she wants to make people feel like they could be in the shoes of the person cooking. The videos provide an intimate but quick look at how a recipe works and why certain ingredients work together.A snackable video differs from a longer type of food video in both the way the info is given and the way people consume it. For example, a YouTube-style video about how to grill a steak might be five minutes long, and someone might talk about how to choose the best cuts of steak, what temperatures to use, and other specifics characteristic of a deep dive. Snackable videos, like the ones Pinch of Yum produces, are short and have a narrower focus such as a good idea for dinner or some tips and tricks.

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  • YouTube Remarketing: How to Retarget People on YouTube

    · 00:47:43 · Social Media Marketing Podcast helps your business thrive with social media

    Want your YouTube ads to convert?Looking for effective ways to build remarketing audiences for your ads?To explore tactics for remarketing with YouTube, I interview Brett Curry.More About This ShowThe Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers, business owners, and creators discover what works with social media marketing.In this episode, I interview Brett Curry, CEO of OMG Commerce and a YouTube ads expert. He authored "The Ultimate Guide to Google Shopping" for Shopify. He's also host of the eCommerce Evolution podcast.Brett explains different ways to combine search, shopping, and YouTube options to build target audiences that convert.You'll discover how to estimate the cost of YouTube ads and manage your budget.Share your feedback, read the show notes, and get the links mentioned in this episode below.Listen NowHere are some of the things you'll discover in this show:YouTube RemarketingBrett's StoryRight out of college, Brett started a small ad agency. In school, he sold radio ads, but he loved the way local TV ads made an impact and created local celebrities. In 2004, Brett got into search and SEO, which led to building OMG Commerce in 2010.OMG Commerce is a full-funnel ecommerce marketing agency. At every stage of the funnel, the agency focuses on attracting the right shoppers to each client's brand. To do that, they combine search, shopping, display, and YouTube ads. Brett thinks that search ads and YouTube ads are a match made in heaven and that YouTube ads create unique opportunities for remarketing.For example, OMG Commerce has a client that sells iPhone accessories. At the top of the funnel, if someone is looking at iPhone case reviews, the agency targets that person with a YouTube ad. Someone actively searching on Google for a specific product such as an iPhone 7 Plus screen protector will see a Google Shopping ad. When someone who clicks doesn't convert, they begin seeing remarketing ads.Although OMG Commerce primarily uses Google products, Brett believes in using any kind of marketing that works. Also, connecting the dots at the top, middle, and bottom of the funnel is important. Brett's agency makes sure clients have AdWords conversion tracking, Google Analytics, and the correct attribution model. Then the agency pulls together all of these elements so their clients see the impact.Listen to the show to learn how Brett's company built their claim to fame.YouTube Versus Facebook AdsBrett says a lot of merchants getting good results advertising on Facebook want to know if they can do something similar on YouTube with the Google Display Network. The answer, for the most part, is yes. (Remember that Google owns YouTube.) Businesses usually want to do both YouTube and Facebook ads.Compared to Facebook, YouTube advertising has advantages. Facebook counts a video view after three seconds, whereas YouTube counts a video view after someone has watched for longer. With YouTube, a view counts after 30 seconds or the length of the video if it's shorter (like a 15-second ad). That longer view time is a better measure of whether someone is engaged with the video.Plus, YouTube is expanding the ways you can target viewers. With in-market audiences, you can target people who are in the market for a particular type of product. For instance, if you work in the skincare business, you can choose people whose search patterns indicate they're in the market for skincare products or services.With affinity audiences, you can target someone who's into travel, food, or something else.Brett thinks one of the best options is the ability to target someone based on their search behavior because YouTube is the number-two search engine (behind Google). Search behavior offers great insight. For example, you can learn not only that someone is looking for recipes,

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  • Product Evangelism: How to Evangelize and Create Advocates

    · 00:32:00 · Social Media Marketing Podcast helps your business thrive with social media

    Want to create an intensely loyal fan base for your product?Wondering how a product evangelist can help?To explore how product evangelism supports the sales process, I interview Guy Kawasaki.More About This ShowThe Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers, business owners, and creators discover what works with social media marketing.In this episode, I interview Guy Kawasaki, the chief evangelist at Canva, a brand ambassador for Mercedes, and formerly the evangelist for Apple Computer. He's written many books including The Art of the Start and Enchantment. His new course is called The Art of Evangelism: How to Promote Your Product, Service, Company, or Idea.Guy explains the benefits of evangelism.You'll discover the most powerful tool for an evangelist.Share your feedback, read the show notes, and get the links mentioned in this episode below.Listen NowHere are some of the things you'll discover in this show:Product EvangelismEvangelizing for AppleGuy started working for Apple around 1983 or 1984, during the introduction of the Macintosh computer. As a software evangelist, his job was to convince developers to write Macintosh software and peripherals.Apple used the term evangelism because the company viewed Macintosh as not merely another personal computer platform, but as good news. "Evangelism" comes from Greek, meaning "bringing the good news," so Guy brought the good news of Macintosh to developers and explained how it would, in the words of Steve Jobs, "dent the universe."Initially, the response was enthusiastic because Macintosh was so different from the Apple II and the IBM PC. Macintosh offered a way for many developers to write the software they always wished they could use. The graphic user interface and color provided a brand-new palette.After the positive initial reaction, the honeymoon period wore off. Developers found writing Macintosh software difficult because they lacked tools and documentation. Anyone who was used to developing 80x24 column-based software had to work with MacPaint and MacWrite. Also, developing for a graphical user interface required a completely different mindset.Guy explains how his background in jewelry sales (an intensely personal business) helped him with evangelism for Macintosh. Because Macintosh was new technology, it required the suspension of disbelief. People needed to believe this new personal computer platform could succeed. Instilling developers with that belief is also a very personal interaction.Today, the concept of evangelism is similar to how it was back then, whether you're creating graphics with Canva or computing with Macintosh. The difference is a product evangelist has so many more tools now. There's social media, video conferencing, all kinds of things that break down distance, barriers, and costs.Listen to the show to learn what tools Guy had for evangelism back in the day.Benefits of EvangelismThe difference between evangelism and sales is an evangelist typically has the other person's best interest at heart. It's not about fulfilling a sales quota and earning commission.When Guy worked for Apple and asked people to support Macintosh, he believed it would empower them and add a new line of revenue to their businesses. Today, as the evangelist for Canva, when Guy asks people to use it, he truly believes it will make them better graphic designers and enable them to create graphics that will increase their effectiveness as a communicator.If someone uses Canva, bought a Macintosh, or wrote Macintosh software, it was good for him, Guy adds. However, it was also good for the other party. That's the crucial difference between evangelism and sales. Guy also emphasizes that evangelism requires a great product.Today, social media makes product evangelism fast, free, and easy.

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  • How to Work With YouTube Influencers

    · 00:46:00 · Social Media Marketing Podcast helps your business thrive with social media

    Want your ads to reach an enthusiastic niche audience?Have you considered collaborating with YouTube video influencers?To discover how to work with influential YouTube creators, I interview Derral Eves.More About This ShowThe Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers, business owners, and creators discover what works with social media marketing.In this episode, I interview Derral Eves, one the world's top YouTube video marketing experts. He's consulted with many of the world's largest YouTube channels and is also the founder of VidSummit, an industry conference for video creators, agencies, and brands.Derral explains how to collaborate with YouTube influencers and maximize your ads budget.You'll discover what you need to know about how to disclose influencer/brand relationships.Share your feedback, read the show notes, and get the links mentioned in this episode below.Listen NowHere are some of the things you'll discover in this show:How to Work With YouTube InfluencersDerral's StorySince 1999, Derral has worked with brands and businesses through his agency. Originally, Derral's focus was using search engine optimization to increase websites' visibility. After YouTube came along, his agency began optimizing clients' lead generation videos on Google.Derral helped the owner of a pest control company quintuple his business, and over a year, helped The Piano Guys go from being unknown to having 1.8 million subscribers and hundreds of millions of YouTube video views.Through his work with The Piano guys, Derral saw the power of audiences and the influencing power of his client. He was shocked at how engaged and excited people could get about sharing someone else's vision, mission, and purpose.Through YouTube, The Piano Guys created a tribe and became visionaries. They brought people together and spread their uplifting message to the world through music and visual representation. People who work together and grow communities can ultimately change the world, Derral believes.Derral decided to focus solely on developing audiences and building influence and sold off the other portion of the business around 2007 or 2008. Since this transition, Derral has been especially attracted to projects and people that are making a difference in the world. Derral and his company have helped 14 different channels start from scratch, reach more than a million subscribers, and generate 21 billion video views.After working with every vertical on YouTube, Derral has found a system for creating audiences. Also, he's learned how influencers affect their tribe and get people involved in changing the world.As Derral and his team have navigated this landscape, they've learned that influencers aren't a new trend. They've been around since the beginning of time. People are put in positions of influence.Derral has also learned that the way influencers communicate and interact with fans can make a big difference. By simply interacting like a regular person with their audience, influencers can have a positive impact on people.Listen to the show to hear Derral give an example of a great interaction between a fan and an influencer.Why Work With YouTube Creators?One of the biggest challenges an agency faces is how to get the most visibility for their clients. You can always pay for an ad; however, influencers can make an impact that an ad can't because the fans who engage with a specific creator or influencer are willing to listen and take direction from that influencer. Those fans have a sense of loyalty to the influencer, who's already part of their lives.When agencies look for the most effective way to reach their intended audience, they have choices. They can do a targeted ad, integrate an influencer in the ad and target the influencer's demographic,

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  • Medium: Why Bloggers Should Consider Publishing on Medium

    · 00:41:48 · Social Media Marketing Podcast helps your business thrive with social media

    Want to position yourself as an authority on a specific subject?Have you considered publishing your blog posts on Medium?To explore how Medium can benefit bloggers and marketers, I interview Dakota Shane.More About This ShowThe Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers, business owners, and creators discover what works with social media marketing.In this episode, I interview Dakota Shane, a social media columnist for Inc.com. He co-founded Arctiphi, a social media agency for breweries and restaurants. He's also a top writer in the social media category on Medium.Dakota shares how to maximize your content's reach using Medium.You'll discover tools and tactics for building your email list with Medium articles.Share your feedback, read the show notes, and get the links mentioned in this episode below.Listen NowHere are some of the things you'll discover in this show:MediumDakota's StoryRight after Dakota graduated from college in 2015, he and his brother launched their agency. Dakota was learning all he could about marketing, social media marketing, and content marketing from podcasts, books, and client experience. Dakota comes from a family of creative people and grew up writing stories. In his career, this writing bug stayed with him and he wanted to write about what he was learning as a marketer.At the time, his two choices for housing content were the blogosphere and LinkedIn. Although the blogosphere was the gold standard, Dakota felt that the landscape was saturated and it would take too much time and effort to gain a following while also working a full-time job and running a business. The articles Dakota wrote on LinkedIn flopped, and the platform also seemed a little too formal for his voice.When Dakota found out about Medium, he was excited because it looked like a place where he could talk and write the way he wanted. Based on everything he'd learned since college, Dakota wrote an article titled 200+ Podcasts, 100+ Articles, and 20+ Books in 11 Bullet Points. Then he dug up the personal Twitter handle of the editor of his favorite Medium publication (The Mission) and sent him the link. The editor replied, saying the article looked great and would be published in the morning.The next day, Dakota woke up to a slew of notifications: hundreds of people shared and thousands of people had already read the article. He saw the power of Medium as a platform and realized his life and business were about to change for the better.Dakota has been seriously writing on Medium for the last year and a half, and his consistency on the platform has led to opportunities with niche social media blogs. To get those opportunities, he gathered links to his highest-performing works on Medium, wrote a pitch on why he would be a good fit for their publication, saved it as a draft, and kept sending it out.After landing spots on bigger social media blogs, Dakota used those credits as leverage to get his first speaking gigs and podcast interviews. On his third try pitching to Inc.com, he landed a column and has been writing for them for the past few months.Listen to the show to discover who shared Dakota's first Medium post.Why Write on Medium?There are four reasons to write on Medium. First, Medium provides a ready-made audience that most writers, creators, or marketers don't have and that would take years to build.Second, and most importantly, Medium presents an opportunity right now because it's at that sweet spot between an emerging platform (which could be a risk) and an established platform (which could be saturated). Since it's in this position, Medium can open doors for a creator, writer, or marketer to brand themselves as an authority on a specific subject.Although Medium has kept recent metrics to themselves, as of late 2016 there were 60 million monthly use...

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  • How to Generate Revenue With Your Content

    · 00:41:59 · Social Media Marketing Podcast helps your business thrive with social media

    Want to make money from your content? Wondering how a loyal audience can create business opportunities? To explore business models that help publishers generate revenue, I interview Joe Pulizzi. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers, business owners, and creators discover what works with social media marketing. In this episode, I interview Joe Pulizzi, founder of the Content Marketing Institute and Content Marketing World. He's written five books including Epic Content Marketing and Content Inc. His newest book is called Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit. Joe explains how high-quality content can transform marketing from a cost center into a profit center. You'll discover the different ways you can monetize your content. Share your feedback, read the show notes, and get the links mentioned in this episode below. Listen Now Here are some of the things you'll discover in this show: How to Generate Revenue With Your Content Why Joe Wrote Killing Marketing Joe and co-author Robert Rose work mostly with large businesses. They've been seeing a trend where businesses are viewing marketing as a profit center rather than a cost center. Only a few companies are currently doing things this way. However, Joe believes that over the next 5 or 10 years, marketing as a profit center will be the rule, not the exception. The premise of the book (and the philosophy) is to create trusted relationships with your audience and monetize that relationship by doing more than selling products. You can monetize your business in 10 different ways. Joe says the biggest mistake people make with their marketing is they set up their marketing department wrong. They seek opportunities for the sales team and don't see all of the potential in what their companies can be and sell. Any business that has lasted 10 or 15 years has evolved over time. Yes, selling products is important but you can't lead product-first anymore. The only competitive advantage people have today is communication. Everything else can be duplicated. Marketers need to be refocusing on making markets and creating opportunities for organizations; however, many have lost sight of those objectives. When the focus is on people, not necessarily products, companies can sell all kinds of things they never thought about before. Listen to the show to discover how marketers typically view marketing. Companies Embracing This Premise BabyCenter.com, owned by Johnson & Johnson, is one of the largest sites dedicated to mothers. Eight out of 10 mothers use the site, which is a stellar resource for research and development. Johnson & Johnson monetizes the site directly and launches new products from it. Red Bull Media House is judged as a profit center and media company. Although they're the marketing arm of Red Bull (and want to sell more product), their revenue comes from advertising and content syndication. They package and sell their videos to companies like The New York Times and the Wall Street Journal. They also sell subscriptions (The Red Bulletin Magazine has two million subscribers). One of Joe's favorite examples is Arrow Electronics, which is the 118th company on the Fortune 500 list. They're like the Amazon.com for electronics equipment and they target electrical engineers. Two years ago, they went to Hearst and UBM (Content Marketing Institute's parent company) and bought 51 media properties, including EE Product News. Now, Arrow Electronics is the largest media company in the electronics industry. Although the media division is a marketing arm for the company, the media division is also extremely profitable. Plus, it helps the company sell more products and services. In most cases, marketers simply target customers or prospects with the goal of getting t...

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  • Selling With Video: YouTube and Facebook Video Marketing

    · 00:42:14 · Social Media Marketing Podcast helps your business thrive with social media

    Want to create a sales video that converts?Looking for expert tips about building rapport with your prospects?To explore how to sell with video on YouTube and Facebook, I interview Jeremy Vest.More About This ShowThe Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers, business owners, and creators discover what works with social media marketing.In this episode, I interview Jeremy Vest, founder of Vidpow, the YouTube-certified agency for big brands and channels including Hewlett-Packard, Funimation, and ServiceMaster. He also created Adobe TV, a video training site for Adobe, and he's the host of the TubeTalk podcast.Jeremy explains how to hook your viewing audience and introduce them to your product.You'll discover why remarketing is essential to improving conversions from your videos.Share your feedback, read the show notes, and get the links mentioned in this episode below.Listen NowHere are some of the things you'll discover in this show:Selling With VideoJeremy's StoryJeremy has been designing websites and marketing products online since 1998. He also loved teaching college-level web design, graphic design, and marketing classes.When Internet bandwidth increased enough to do online videos and courses, Jeremy realized he could teach many more people via video so he created xTrain, a video-based training company. Then, when YouTube came out in 2005, Jeremy started getting into it immediately.About four years ago, Jeremy launched Vidpow, which helps brands with strategy for creating videos. In his work for Vidpow, Jeremy combines his love for design with his interest in marketing, especially analyzing what improves conversion rates.Vidpow helps brands understand the universe of video and how to navigate it. Over four years, Vidpow has helped clients get more than a billion organic views.Listen to the show to find out how many websites Jeremy has created since 1998.Misconceptions About Selling With VideoAfter Jeremy helps a client create an awesome ad or video strategy, the first thing the client often asks is, "Why aren't we getting massive sales?" Jeremy has to explain that there's no magic pill to sell stuff. It just takes time.Before people take their relationship with your brand to the next level, they need to see your brand 7 to 20 times, whether it's an email, your website, or social media ads. Even the most viral videos and the best sales videos don't produce that result. Instead, someone who has watched your video lands on your web page and gets put into your company's remarketing process.Jeremy believes that video is better than images for selling online. If a picture is worth a thousand words, what's a video worth? Text and pictures are great, but video has the highest capacity to show emotion. Showing your product or service with a video helps it sell better than any type marketing, other than connecting in person.Another misconception is that lots of views mean that your video is a success. However, if you're reaching the wrong people, they won't watch your video for very long. Because the YouTube algorithm prioritizes how long people watch your content, lots of short view times can harm your marketing.Listen to the show to hear me discuss a problem with an Instagram apps article that received lots of views.Traits of Successful Sales VideosWhether your video is on Facebook, YouTube, or Instagram, the first five seconds of your video have to be weird. Seth Godin calls this concept the purple cow. Even if you have a good or great video, odds are most people won't even watch it. The average view duration of Facebook video is six seconds so you have only a few seconds to engage someone and tell their brain to keep watching.One of Jeremy's favorites is the video created by Derral Eves and the Harmon Brothers for Squatty Potty.

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  • How to Optimize Your Facebook Ads: A Proven Approach

    · 00:48:26 · Social Media Marketing Podcast helps your business thrive with social media

    Want to improve the performance of your Facebook campaigns?Wondering how to successfully test and fine-tune your Facebook ads?To explore his process for optimizing Facebook ads, I interview Azriel Ratz.More About This ShowThe Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing.In this episode, I interview Azriel Ratz, author of the Facebook Pixel eBook and the Facebook Ads Mastery online course. He manages Facebook ads for clients across the globe.Azriel explains how he researches audiences and creates ad sets.You'll discover which metrics to consider when testing Facebook ad performance.Share your feedback, read the show notes, and get the links mentioned in this episode below.Listen NowHere are some of the things you'll discover in this show:How to Optimize Your Facebook AdsAzriel's StoryAbout five years ago, Azriel started working for a friend whose business had an email list of 1,000 subscribers at the time. Azriel's job was to post on Facebook, Pinterest, Instagram, and Twitter and figure out what posts worked or didn't work. When Azriel looked at the analytics and noticed that certain Facebook posts worked really well, his friend suggested scheduling posts at certain times and targeting the posts based on what was already working.For instance, they created yes-or-no poll questions on Facebook, which attracted a lot of reach and activity. The polls asked how people felt about the day's news. They also posted these questions on the website: A basic form asked a poll question and a reader had to give their email address to respond.With this approach, the email list grew to the tens of thousands, all without spending money on ads. Azriel's friend wanted to know what would happen if they started putting money behind these posts, so they started running serious tests on Facebook. Over the next three years, the list grew to about 150,000 email addresses and led to ecommerce sales and client work.Two years ago, Azriel started his own business, focusing solely on optimizing Facebook ads for clients.He discovers what audience and content work best and then uses Facebook ads to target each client's best potential audience with the best potential ads. As a result, clients get the best return on their ad spend.Listen to the show to discover what Azriel studied in college.The Value of Optimizing AdsMost people think that creating Facebook ads is a very basic process. They know who they want to talk to and what they want to say. Based on that knowledge, they create an ad, choose an audience (thinking Facebook will figure it out), and let the ad run. They believe the cost is what it is, and they can't do anything about it.However, Azriel explains, if a business talks to the same person a different way by creating slightly different ads, this change could possibly save the business money on the cost to reach that person. Over time, a savings of even one cent per click could potentially save a company hundreds of thousands of dollars, depending on the ad spend.Listen to the show to hear my thoughts on conversion rate optimization.Azriel's ProcessAzriel's process reflects the structure for creating ads in Ads Manager. However, before you begin creating ads in Ads Manager, you can use the specifics of Azriel's process to begin thinking about how to build your ads.Identify what business goal you want to achieve by running these ads: Do you want to get leads? Do you want people to attend your webinar? Do you want people to visit your store?Your business goal helps you choose which type of campaign will most likely get you the right results. If you choose a page likes campaign, don't expect to get webinar subscribers. A video view campaign isn't ideal for getting purchases on your website.

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  • Growing Social Media Examiner: The Bumpy Road of Pursuit

    · 00:41:48 · Social Media Marketing Podcast helps your business thrive with social media

    Ever wonder how Social Media Examiner started?Are you curious about the obstacles we faced in building a sizable media entity?Sit back and learn the story that led millions of people to us.More About This ShowThe Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing.In this episode, my friend Mark Mason, host of the Late Night Internet Marketing Podcast, interviews me to celebrate the fifth anniversary of the Social Media Marketing podcast.We'll explore the core skills that helped me move into social media marketing.You'll also learn how I make strategic decisions about the future of the company.Share your feedback, read the show notes, and get the links mentioned in this episode below.Listen NowHere are some of the things you'll discover in this show:PursuitMy Entrepreneurial JourneyBefore Social Media Examiner, I was known as a writer. I wrote a book called Writing White Papers and helped a lot of out-of-work journalists figure out how to go from writing for magazines and newspapers to writing for businesses.The job of a white paper is to persuade and educate. Businesses with expensive or complex products or services use white papers to communicate about them. For instance, a big corporation would hire someone to talk to the engineering and sales departments and translate that foreign language into something a customer could understand.Mark asks how important the helping aspect is to me as an entrepreneur. Whatever I do, I want to help the largest number of people in a way that doesn't place a huge strain on me personally. There's only so much of me to go around, and by creating products that are highly scalable, I can make helping others a big part of what I do.For example, this podcast has more than 10 million downloads and Social Media Examiner has 60 million readers.I wasn't an overnight success, however. When I started Social Media Examiner in 2009, I felt like I was really late to the social media game. A lot of people say they feel they're late today.What I lacked in timing I made up for in my ability to ask questions, understand complex things, and communicate how these things work in a way everyone can understand. This skill has helped me throughout my career.In the 1990s, my focus was creative agency work and designing websites, which was novel at the time. I also helped people design annual reports, trade show booth displays, and corporate logos. When I transitioned into a writer and later into social media, my communication skills continued to serve me well.When I started Social Media Examiner, my secret skill wasn't that I knew anything about social (I knew nothing). It was my ability to discern which people knew things, extract information from them, and convey that knowledge to my audience. No matter what you do, figure out which of your skills allow you to travel into a new space. Then you can be really successful.My entrepreneurial journey has never been easy. By the same token, I think if it had been easy, I would have been bored and moved along to the next thing. I like a challenge and solving puzzles. I'm not one of those people who wants to build a system and then sit back and retire on a beach. I want to keep pushing the envelope and figuring out ways to be better.When I was in college, I dreamed that I was in a room with a couple of hundred people who were congratulating me on my success. I had the dream when I was around 20 years old, and I'm 49 now. That dream didn't come true for around 25 years. Although I've always had certain levels of success, I've never had something amazing happen overnight. I've always been the tortoise, not the hare.I realized my dream had come true in 2014, the second year of Social Media Marketing World,

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  • Live Video Tools: The Best Apps for Going Live

    · 00:45:07 · Social Media Marketing Podcast helps your business thrive with social media

    Are you planning to start a live video show?Want to know which tools you'll need to broadcast live?To explore the best live video apps and software to produce your own live show, I interview Ian Anderson Gray.More About This ShowThe Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing.In this episode, I interview Ian Anderson Gray, the founder of Seriously Social, a blog focused on social media tools. Ian is also a live video tools expert. His courses include Seriously Social OBS Studio and Seriously Social Wirecast.Ian explores the best live video software for beginning and advanced broadcasters.You'll discover which software and add-ons offer the features you need.Share your feedback, read the show notes, and get the links mentioned in this episode below.Listen NowHere are some of the things you'll discover in this show:Live Video ToolsIan's Live Video StoryWhen Facebook Live started rolling out, Ian felt like everyone had access before he did, because he was an Android user (at the time) living in the United Kingdom.In his search for a workaround, Ian discovered OBS Studio, a free tool for Macs and PCs. With OBS Studio, Ian found a way to broadcast from his computer to his Facebook page, profile, and groups. That was his entry into Facebook Live and live video.Ian wrote a blog post on how to broadcast from your computer with OBS Studio and went out of his way to make the process as easy as possible for people to understand. He even included a tool that allows people to get the magic stream key necessary to broadcast with OBS Studio.Since Ian posted the article last year, the article has had just under three million views.Listen to the show to discover what platform Ian tried using before Facebook Live.What Stops Marketers From Going Live?Two things stop marketers from going live: "the fear and the gear." But Ian believes fear is what really gets in people's way.People are afraid they'll say something silly or wrong. They might be worried their cat will jump on the keyboard, the webcam will fall over, and it will be a complete disaster. Or maybe they're afraid others will think they're a fraud.Marketers also have issues with technology. People think they can't go live because they don't have this webcam, that phone, or a decent lighting setup. Those are excuses for people who are simply scared of getting on camera and communicating their message.Everyone gets nervous, explains Ian, who's trained as a professional singer. He feels it too. The key is to channel your nervous energy into your performance.If you feel nervous or scared, Ian says, it's a good thing. It shows you care. The best performance Ian ever gave was when he was absolutely petrified before he went on stage. The worst performance was when he was entirely complacent. He thought the performance would be absolutely fine, and it turned out to be a disaster.To help you overcome that fear, Ian recommends warming up your voice before each broadcast. Exercise the lower part of your voice up to the high part of your voice. These exercises will likely make you feel a bit more at ease.Also, when you warm up, using the high and low parts makes your voice more engaging. By using your vocal range, you're not trying to become a different person. You're heightening your personality by putting more energy behind it.Listen to the show to hear Ian's example of a vocal warm-up and what your voice might sound like if you don't warm up.Basic AppsThe easiest apps for live broadcasting are web-based. Fire up your browser (Safari, Chrome, Internet Explorer, etc.), and go to the tool's web page.BeLive, probably the best-known app, has an advantage because has a free trial. You can broadcast up to two 20-minute broadcasts...

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  • Our New Podcast: Social Media Marketing Talk Show

    · 01:04:04 · Social Media Marketing Podcast helps your business thrive with social media

    Have you noticed that social networks seem to change every week?How can anyone possibly keep up, right?We have a great new (and free) solution for you--the busy marketer.I'm excited to announce the new Social Media Marketing Talk Show audio podcast.Each week your friends at Social Media Examiner bring you:#1 News: Our news team breaks down the critical social updates of the week.#2 Commentary: We bring on industry experts to talk about what the news means.#3 Tips: You'll discover actionable insight that could give you an advantage.Social Media Marketing Talk ShowIn each episode, we cover the top 10 to 20 major announcements from Facebook, Instagram, LinkedIn, Twitter, Pinterest, YouTube, and Snapchat for the last week.On this week's Social Media Marketing Talk Show with Michael Stelzner, we explore Facebook's latest growth with Mari Smith; Amazon's social network, Spark, with Jeff Sieh; LinkedIn's new Web Demographics tool with Viveka von Rosen; and other breaking social media marketing news of the week!Your Action PlanStep 1: Click here now to SUBSCRIBE in iTunes/Apple Podcasts app (scroll down for other options).Step 2: Click the Subscribe button.Step 3: Download the episodes.Step 4: Sit back and enjoy the content, knowing you'll never miss important social media marketing news.Step 5: If you like Social Media Examiner, we'd love a review.Confused? Watch this video to discover how to subscribe on your iPhone.Here are some quick links to the new show on all major platforms: iTunes/Apple Podcast | Android | Google Play | Stitcher | RSSHear More About the New ShowTo learn more about this new show, listen to this special episode of the Social Media Marketing podcast below...

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  • Search to Social Ads: How to Use Google With Facebook to Build Niche Audiences

    · 00:41:40 · Social Media Marketing Podcast helps your business thrive with social media

    Does your business serve a specialized customer base?Wondering how to reach specific niche audiences with Facebook ads?To explore a strategy for retargeting specialized audiences using Google ads in combination with Facebook ads, I interview Shane Sams.More About This ShowThe Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing.In this episode, I interview Shane Sams, the co-host of the Flipped Lifestyle podcast, a show focused on helping families make money online. He describes himself as a normal guy from Kentucky who loves helping others. He's also the founder of the Flip Your Life Community.Shane explains how to use website traffic generated by Google ads to retarget Facebook users.You'll discover how highly focused keywords help manage your marketing costs.Share your feedback, read the show notes, and get the links mentioned in this episode below.Listen NowHere are some of the things you'll discover in this show:Search to Social AdsShane's StoryShane and his wife Jocelyn met at the University of Kentucky. After graduation, Jocelyn initially worked a corporate job and Shane coached football. They then decided to become schoolteachers, which they did for about 10 years. Shane taught social studies and continued to coach, while Jocelyn was an elementary school librarian.After some bad experiences at work, Shane realized he had traded control of his life for job security. He started looking for other things to do because he knew there had to be a better way. This was in 2012.One day, as Shane and his wife were driving around town, Shane said, "I wonder if I can get 100 people to send me $50." She asked what he was talking about and Shane said that out of the 7 billion people on the planet, surely 100 would give him $50. If they all did that in a month, it would be $5,000, and for 12 months in a row, it would be $60,000. If they could do that every month, they could quit teaching.Shane didn't know how he was going to make this money but he was determined to figure it out. He began seeking information about business. One day while mowing the grass, Shane decided to look up business podcasts. An image of a guy looking at the podcast art with his eyeballs caught Shane's attention. It was Smart Passive Income with Pat Flynn.In the podcast, Pat talked about how he sold a study guide and would email it to people. Shane decided he and Jocelyn could sell PDFs of information. After trying different things online, they were finally able to figure it out. They sold lesson plans to teachers and football playbooks to coaches. A year later, Shane and Jocelyn replaced their income.As soon as they quit their jobs (which they did on September 27, 2013), people started asking questions. For example, Lindsay, a friend of Jocelyn's, quit her job to be a stay-at-home mom and wanted advice on making money online. They helped Lindsay create digital products and she made $1,000 on the Internet in a month. This money enabled Lindsay to be at home with her daughter every day.After Shane and Jocelyn realized their experience and knowledge could change the lives of others, they started Flipped Lifestyle. It has helped a lot of people.People ask why it's called Flipped Lifestyle. Shane explains that everybody flipped out after Jocelyn and he left their jobs, where they had tenure and insurance. Shane recalls how his mom cornered him and said, "Shane Sams, you have babies. You have lost your mind. You have flipped out. And I do not approve of this decision." Hence, Flipped Lifestyle.Listen to the show to hear Shane recall how much sharing online business skills meant to his friends.Why Combine Google Ads With Facebook?Early on, Shane and Jocelyn discovered a lot of the marketing advice available online didn't work for ...

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  • Messenger Chatbots: How to Get Started

    · 00:44:36 · Social Media Marketing Podcast helps your business thrive with social media

    Wondering if Messenger chatbots are right for your business?Want to know how to build your own chatbot?To explore why and how to create Facebook Messenger chatbots, I interview Ben Beck.More About This ShowThe Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing.In this episode, I interview Ben Beck, a bot expert who writes a weekly column for ClearVoice.com. He has an online course focused on generating leads with chatbots.Ben explores what you need to know to get started with chatbots.You'll discover the best tools for creating chatbots.Share your feedback, read the show notes, and get the links mentioned in this episode below.Listen NowHere are some of the things you'll discover in this show:Messenger ChatbotsBen's StoryBen's relationship with bots started when he was a teenager in the mid-1990s. He chatted with ALICE, the first bot to use natural language processing. ALICE had a rudimentary interface that worked via the Internet. You typed into a little box and a response showed up. Although Ben looked at the code for ALICE, it was too complex for him to figure out how to tinker with it. However, ALICE sparked Ben's interest in chatbots and he's been watching them ever since.Fast-forward to 2004. Ben got into online marketing, starting with SEO and online advertising. Over the last six or seven years, his interest shifted to marketing automation and email marketing. In the last five years, Ben has been using systems like HubSpot and Marketo to do email drip campaigns and as robust solutions for lead generation.Last year, Facebook released the option to use chatbots inside of Facebook Messenger.People naturally converse with these bots to get information about a business, submit information, get help with booking vacation plans, and more. Ben thinks bots will be the new lead generation method. Although bots may not unseat email, they'll be just as big.Listen to the show to hear my thoughts on the impact of Facebook.What's a Chatbot?A chatbot is a software application built to simulate a human-like conversation. Ben believes it was Matt Schlicht, the creator of Octane AI (a chatbot-building platform), who compared chatbots to a game of tennis. For the longest time, chatbots have followed a chat-reply, chat-reply sequence (or hit it over the net, receive, hit it back). Chatbots are now starting to take on human-like capabilities.The range of a chatbot's abilities can be huge.For instance, if you were planning a family trip to Disneyland, you could visit their site and type questions into their pop-up box like, "What time does the park open on September 12?" and a chatbot could give you the answer. In this hypothetical example, the bot watches for certain patterns in a string to determine the response.An advanced chatbot could use the best in artificial intelligence (AI) technology to learn. For example, Disney could take their conversations with customers over the last five or six years and feed them into their AI platform. The chatbot could become more human-like by studying questions and responses between an actual person and a park guest.However, the way a bot learns through AI capabilities has the potential backfire. About a year ago, Microsoft released Tay, a chatbot that learned by interacting with people on Twitter. For the first day or two, tons of people interacted with Tay, but as a result of people's communications, the bot became racist and picked up other bad conversational habits, so Microsoft had to pull it down.Listen to the show to learn more about Microsoft's chatbot fail.Facebook Messenger ChatbotsCurrently, Facebook Messenger has more than 1.2 billion users and Facebook is putting a lot of money into getting people on the platform.

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  • Video Authenticity: How to Perform On-Camera

    · 00:41:36 · Social Media Marketing Podcast helps your business thrive with social media

    Do you want to connect with your audience via video?Looking for tips to convey confidence and authority?To explore how to improve your on-camera performance, I interview David H. Lawrence XVII.More About This ShowThe Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing.In this episode, I interview David H. Lawrence XVII, an actor and professional voice artist. You may recognize him as the Puppet Master from the TV show Heroes. He specializes in audio and video communication and his course is called Camera Ready U, where he helps actors and marketers with their on-camera performances.David explores ways to be yourself in front of the camera.You'll discover how to prepare for a video performance.Share your feedback, read the show notes, and get the links mentioned in this episode below.Listen NowHere are some of the things you'll discover in this show:Video AuthenticityDavid's StoryDavid started as a voiceover talent and moved into on-camera work. In both cases, after David found success, people asked him how he achieved that success.At events such as Social Media Marketing World, David talked about simple things people can do on-camera to be authoritative or authentic. For instance, he talks about how to hold your hands, what to do with your eyes, or how to hold your posture. After speaking, David would be mobbed by people asking about his course, so he decided to create one.As David developed his course, he discovered he knew so much more than he realized about his area of expertise. David created an inventory of all of the things he knew and that became the Camera Ready U curriculum. The same thing happened with voiceovers. David started by teaching commercials and ultimately created 36 different classes for VO2GoGo, covering not just the art of voiceover, but also the business and technology aspects.Listen to the show to discover how long David has been in the entertainment industry.Least Important Factors for VideoVideos don't have to be perfect. Comb your hair, brush your teeth, put on makeup, wear your cool outfit, and whatever else you need to establish your base. After you do that, the key is not to be a better version of yourself, but your most authentic self with all of your flaws. That's what makes you human.Don't kick yourself if you flub a word or don't remember to turn your shoulder. People will connect with you when you're simply being yourself. And you can't be yourself when you're constantly trying to be that better version of yourself. The notion of perfection gets in the way of being real.Also, your equipment doesn't matter. If you want to get very artsy, you might need a more expensive camera. But you don't even need to buy a camera. You can start vlogging immediately with your smartphone.You may need to add a light, but you can simply set up a table lamp. Plus, you might want to get a $20 lavaliere microphone from Amazon. And that's it. You can do whatever you want with that minimal setup.Listen to the show to hear David and me discuss how people can hold themselves back with an "I can't until I..." mentality.Authenticity On-CameraHave you ever watched a video and thought, "This guy's a bag of wind" or "She's fake"? It's because they've spent too much time trying to present and too little time being themselves.The people viewers connect with most often are those who seem down to earth and genuinely interested in the subject. When you stop worrying about how you look and sound, you can start thinking about the content. And when you can focus on your content, viewers feel you're speaking to them. You make a connection.When you're completely interested, immersed, and can't wait to help people with their needs, your authenticity meter goes through the roof.

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