Webeo Podcast

This episode of the Webeo Podcast features today's guest Andrew Davis, a best-selling author and marketing keynote speaker who has produced for NBC, worked for The Muppets, and built his own digital marketing agency. Andrew defines how to execute curiosity gaps, build trust and develop digital relationships with consumers in the B2B space. Listen now.

This is the debut episode of the Webeo Podcast called "The Martech Maze and Empowerment of the B2B Marketer" with today's guest Scott Brinker. Scott is the VP of Platform Ecosystem at HubSpot and author behind the Chief Marketing Technologist Blog. Scott discusses his top 3 essential martech for B2B marketers and how best to utilize martech to improve customer experience and empower customers. He also explores how personalization, data, and experimentation are some of a marketer's most powerful tools.

Ask the expert: Q&A with Mat Wilson CEO of Einstein Marketing 1. If you were at the beginning of your career again, what would you start with? What is the most important skill within digital marketing? The best skill to have as a digital marketer is ’empathy’. It is the skill in being able to look at someones situation and understand where they want to go. Put yourself in someone else’s shoe. 2. Do you have any favourite sources of education in marketing? How do you keep up with the ever-changing trends? Digitalmarketer.com, buzzsumo.com – anywhere where the latest information can be found! 3. You can only use 1 social network for your business, which one would you choose and why? Facebook. Over 2 billion active users on Facebook. Facebook is underpriced in terms of PPC. With Instagram being a close second, in three years time trends suggest Instagram will be first. 4. How do you automate your social media marketing, without having to sacrifice being engaged in conversations with your audience? Manychat.com is an automation platform. Although the importance to have a human element is still a priority. 5. What are some of the most common bad SEO habits that lead to mistakes? The worst SEO habits are writing content loaded up with keywords to try and get ranked on Google. The best way is to get ranked on Google and a technique Einstein Marketing use is writing a story around keywords a story around the content you’re trying to rank for. 6. What are the biggest PPC mistakes that newbies make? Two common mistakes PPC newbies make are: * Targeting the wrong audience. * Not understanding their audience. 7. What is the anatomy of a perfect PPC ad? What tips can you share to increase optimization? Four anatomies make up the perfect PPC ad: * Identifying the correct audience. * Some sort of offer (discounts, limited time etc). * Trying to build a story around selling the product/service. * Ensuring the advert is engaging. 8. What is the biggest technical challenge when it comes to re-targeting? Showing the consumer content about a product before they see the advert. Re-targeting is about re-engaging with the consumers that have engaged with your content. 9. With everybody in marketing attempting to provide value, how do you make sure you really are providing value? Creating content with solely the content in mind, not the agenda. Pure content that always has the audience in mind. 10. What are the most essential elements in building customer loyalty? Culture – “At Einstein, we try to be ‘cool’ not ‘boring’”. Including a community for your consumers such as a Facebook group, WhatsApp group, a place where everyone can come together and “talk about how good you are”. 11. In your opinion what are the essential steps for creating the best digital marketing strategy? The three steps to creating the best digital marketing are: * Awareness * Good offers to target audience with * Maximize customer value

Everything digital with Steve Kemish, a marketer with over 10 years of experience in the digital industry. 1. With everybody in marketing attempting to provide value, how do you make sure you really are providing value? Creating content and messaging that is relevant – this is measurable by engagement, checking the likes, shares and comments you are getting. 2. What would you say the most effective way to combine Social and SEO? Balancing humans and computers (robots) – consider where your target audience ‘hang out’ on social media. 3. Are AR and VR the next platforms companies should be preparing to advertise on? AR & VR have interesting opportunities. Creating content that ‘help’ the consumer is the most important. 4. What are the key elements in building customer loyalty? Three key elements in building customer loyalty: * Understanding what customer loyalty means * Partnerships * Understanding your customer and being helpful 5. How do you rise above the digital noise? Four ways to rise above digital noise: * Seed content in the right places * Quality content over quantity * Look at what competition are doing * Use video – easily engaging 6. What are the best insights can you get from your competitions’ website traffic? Three insights from competitors web traffic: * Intercept competitors’ traffic * Learn from competitors – have a different stance * Finding a gap for your own voice 7. How long is too long to re-market? Dependant on how quick your sales cycle is. Make re-marketing a nurture programme instead of a conversion programme 8. What ways can you optimize and increase your conversion rate? Three ways to optimize your conversion rate: * Ensure consumer experience is perosnalised * ABM (account-based marketing) * Simplicity of consumer experience 9. What SEO issues can hold your conversions back? Driving the wrong sort of traffic – analysis of bounce rates 10. When creating a PPC campaign is it crucial to have a device specific campaign? Two crucial things to thing about when creating a PPC campaign: * Optimize mobile for landing page content, quick and easy to take in * Optimize desktop for more in-depth content