AMPUP Your Digital Marketing

Does your impression of AI bring flashbacks of the robot takeover in the Spielberg classic A.I. Artificial Intelligence? Our understanding of AI and machine learning has come a long way since the SciFi hit, and has had a substantial impact on marketing and how to market your business. Through a stronger understanding of data-driven insights, AI and machine learning help improve the customer journey through your website and lead to getting more from your existing funnel versus refilling it often.

In this episode, Glenn Gaudet speaks to Steve Zakur about how AI and machine learning can be more insightful than a human with the customer journey on your website. Deployed at scale, it's not just a marketer or content marketer making sure the most important pages of your site are relevant, but a machine delivering the most important relevant message to that user at the right place, at the right time.

Shift happens, literally. For marketers, this shift comes in the form of how we connect messaging with potential clients. We've shifted from propaganda driven, one directional marketing, into an age of smart customers. We're making the most of new technologies to do our jobs smarter while having a mindset to challenge the status quo, even when you're successful.

In this episode of AMP Up Your Digital Marketing, we meet Jussi Wacklin, Vice President of Marketing at Amadeus, a travel technology company. He discusses why he believes company culture is not just an internal activity and why it's important that we recognize our culture as a reflection to the outside world, especially when making a shift. This is where branding and linking company culture to marketing becomes so important in both client perception of your company, but also throughout the hiring process.

Facebook advertising is an incredibly powerful tool that can help you grow your business and draw attention back to an intended purchase, videos you might like, or even make you aware of products and services that may resolve an issue for you. For those not in the digital marketing space, it may feel a bit 'big brother' to see advertising for a website you had recently visited, but it works.

In this episode, Glenn Gaudet speaks to Amanda Bond, owner of The Ad Strategis. Here you'll learn how to leverage the Facebook ad pixel to gain a better understanding of your audience and how to expand to look alike audiences of people that have yet to discover you. She'll uncover the powerful strategy around how pixel placement can serve different offers to different audiences, and why this all matters. This all comes together with a solid map of the buyer's journey so that you can fully understand how your buyers discover, interact with, and use your products or services.

One of the biggest questions that a CMO has to ask themselves when they look across the different marketing channels is how much money to put into each of those channels. Of course, there are the tried-and-true avenues that support your business, but marketing changes fast. Deciding what channels to explore and which ones to negate is a big part of making the most of your marketing budget.

But what about employer branding - is that important? Isn't that an HR function? Not exactly, not in the new marketing landscape. In fact, it's a term that you don't often hear in product companies, but employer branding is something that services CMOs know a lot about. Why? Your offering a face-to-face connection and when the growth of your company hinges on talent acquisition and having the ability to service more clients, the CMO gets very close and comfortable with employer branding.

In this episode of AMP Up Your Digital Marketing, we meet Arya Barirani, CMO of GlobalLogic, an engineering services company, and Executive Director at Method, a wholly-owned design agency supporting GlobalLogic. His insight will help executives think about how digital strategy is measured across an entire organization, and not solely reserved as a marketing activity.

Employee activism is on the rise and these employees are passionate about transparency, holding true to values, and doing the right thing. They are the employees you want - articulate, passionate, and they do it because they care about the company. And they are also the ones that every marketer, communications professional, senior leader, and CEO need to keep their eyes on as they can be your biggest cheerleader, and your greatest heartache.

In this episode, Glenn Gaudet speaks to Sharon McIntosh about how culture and values shape an organization, harnesses positive employee activism, and some missteps to avoid in your organization. She'll help us understand how to take the pressure out of the balloon when your values say X and you did Y. And, after the shoe has dropped with an employee activism event, how you can go back and retroactively implement changes and learn for future use.

What is the intent behind retargeting? Of course, we want folks to come back to our website and make a purchase, but is it always that easy? Nope, not at all - if it was, you wouldn't have much of a need for other means of marketing, right? See, there are often a variety of reasons a person doesn't purchase after visiting your site, but it's up to you to understand where they are in their journey and how to speak directly to them.

In this episode, Glenn Gaudet speaks to Daniel Daines-Hutt about the importance of researching your buyers journey in the process of retargeting your audience. He brings to light our trigger-happiness in making A/B testing decisions too early, learning when to hold and when to fold, and how to speak to audiences in a one-to-one conversation at scale.

Back before the days of radio and TV, people gossiped (heck, people still gossip). Word of mouth is how you knew about the latest events, when the corner store had a new product, and even when your town got new neighbors. Overtime, things changed with broadcast marketing and, what was an easy way to get a message to the masses, eventually became another marketing tool we got really good at tuning out.

In this episode of AMP Up Your Digital Marketing, host Glenn Gaudet dives into the reemergence of word of mouth marketing with Ted Wright, CEO of the word of mouth agency, Fizz. He'll dive into how word of mouth marketing can support digital marketing efforts, resulting in far greater impact and more personal conversations than one method over another.

Can an engaged employee workforce make a difference in your company's social media efforts? Employee generated content is on the rise, and a healthy culture that asks for employees to contribute content not only helps the marketing team with content creation but also helps employees feel more connected to their company. It truly fosters an environment of "people-first" and it shows when employees create MAGIC on the companies branded social channels.

In this episode of AMP Up Your Digital Marketing, host Glenn Gaudet speaks to Michael Waterman, Vice President of Communications and Creative Services at CHG Healthcare, a healthcare staffing company. As the 10-time "Best Companies to Work For" winner, he'll dive into creating a culture of sharing on social media to amp up their personal culture story. Through their MAGIC engagement model, he arms the staff and physician network with the knowledge of the brand and sets them free to create stories of the past and present.

Keyword stuffing is all you need to amass awesome content right? Wrong! Content creation is more aggressive than ever and to get the attention of the coveted first page, your content needs to not only be helpful and resonate with your audience, but also must address the right search intent to ensure traffic back to your site.

In this episode, Erin Balsa, Content Marketing Manager at The Predictive Index, delves into addressing the keyword research to create powerful content and how she harnesses her coworkers to help in content creation. She debunks the myth that not everyone is a content creator and tells us how she gets buy-in company-wide, all while helping to build the personal brands of her coworkers and the exposure of her company.

On this episode Glenn Gaudet is joined by Nick Pavlidis, Founder of Attorney Marketing Institute. Nick is a former lawyer who now helps lawyers with social media, networking and marketing.

In this podcast you will learn about:

• Networking by being genuinely helpful
• Using the right language without needing a legal disclaimer
• Splitting up long blog posts into multiple bite sized pieces
• Utilizing Twitter to connect with media and influencers
• Outsourcing social media to get started
• Having a plan before embarking on social media marketing
• Make social media content about them, not you

Connect with Nick via his website at attorneymarketinginstitute.com