In this episode we talk about how to write persuasively for prospects. Our guest is Nik Paprocki, the founder of Websuitable,  an ROI driven digital agency serving small businesses all across Canada. He feels this use of copywriting is just as effective in terms of generating leads, because it speaks to everyone, not just those who are in-market to buy from you now. He felt so strongly about how it works that he swung his whole agency around to this writing approach. 

For complete Show Notes, go to:

http://leadgeneering.com/episode-21-writing-persuasively-for-your-site-visitors/

Today we’ll talk about the production of videos to use in your marketing, all the way from the planning stage to the appearance of the final product.

Listen as Casey takes us through the steps that his production company follows for making any video. You don’t have to involve an outsourced firm to make your videos, but you can use the same principles at any scale so your final product ends up telling a story that will keep viewers engaged

For complete Show Notes, go to:

http://leadgeneering.com/episode-20-using-video-to-make-content-more-engaging/

In the fast pace of digital marketing, we sometimes brush up against legal issues. Today’s guest is here to help marketers make sense of these situations. Megan Cornell is the founder of Momentum – a new kind of business law firm dedicated to providing law solutions in a way that works for clients. She explains data privacy, trademarks, spam, intellectual property and other legal issues we all face, giving plain-English explanations (a first for lawyers, as far as I know) of ways we marketers can stay on the right side of the law. 

For complete Show Notes, go to:

http://leadgeneering.com/episode-19-legal-and-not-so-legal-aspects-of-digital-marketing/

In any given year, there are a lot of changes in paid media. The pace of change in 2019 was every bit as brisk as in previous years. For the third year in a row, we assembling a panel to look back at a shortlist of the changes that are the most significant. Then we weigh their impact on B2B companies and what can be done either to minimize downside or capitalize on the upside. Our Panel this time features PPC professionals Olga Gladycheva as well as Pierre Levasseur and yours truly.

For complete Show Notes, go to http://leadgeneering.com/episode-18-top-paid-media-changes-in-2019/

Whether you look at traditional or digital media, there’s a growing expectation that brands be more human. Those that use technology as a spamming tool or a way to hide from their buyers are being ignored or worse, heckled by their audience on social media. You may not be experiencing this problem right now, but just because you aren’t, doesn’t mean you don’t have this problem.  

Buyers may be at a breaking point where they’ll stop tolerating company messaging in their media feed. We have saturated our audiences with so much sterilized corporate-speak, they don’t even hear us anymore. This is a sure-fire way to lose, and the only way we can win is to be more human. Listen to my conversation with Eric Collard who knows a lot about how to communicate in a human way.

For complete Show Notes, go to: http://leadgeneering.com/episode-17-staying-human-in-todays-media-landscape

In this episode, I talked with Farhad Khan, an Ottawa-based expert on UX. He started out working as a software engineer for high tech companies and then formed a Web development agency called Grype Solutions in 2009. Listen for his description of how design impacts a site’s marketing effectiveness, what jobs your website has, using your analytics tool to see how visitors flow through your site, making each page on your site interesting, and where sites are going when it comes to personalization.

For complete Show Notes, go to: http://leadgeneering.com/episode-16-role-of-ux-in-a-sites-marketing-effectiveness/

This episode looks at the impact of fraudulent traffic on digital marketing. We’ll talk about how big a problem it is for publishers, ad platforms and advertisers. We will step through what advertisers can do to make their campaigns less vulnerable to attacks by fraudsters, and give thoughts on how to give your non-marketing colleagues reasons why it’s still good business to advertise, in spite of problems with ad fraud.

For complete Show Notes, go to: http://leadgeneering.com/episode-15-ad-fraud-and-what-you-can-do-about-it/

This episode takes us through the case of a company that seized the chance to market their product using content, tailored to each buyer’s vertical and funnel stage. 

Hear how they:

• Implemented the email communications and marketing content into their Marketing Automation tool.
• What kind of marketing resources they needed to build and maintain the platform
• How to customize content for different audiences, without making too much work for yourself 
• How to present dashboard data such that management understands how you use the budget to create content and what business-related numbers that influence.

For complete Show Notes, go to: http://leadgeneering.com/episode-14-the-role-of-content-throughout-the-funnel/

This is the fifth in our five-part series on Making the Whole Funnel Work. An experience is created with the content you write; but content alone does not an experience make. You can’t just throw together a collection of words and expect it to do anything. Here I talk with a web copy expert on how to craft content that provides a positive experience for the user. In my interview with James Taylor of Samurai Marketing, you’ll hear the 12 steps he follows for creating content that measurably improves the number of users who engage and become leads.

People/Things mentioned in the show.

• James Taylor, Samurai Marketing
• War & Peace, by Leo Tolstoy
• Ernest Hemingway
• WordPress SEO All-in-One Plugin
• Pixabay
• Apple Notes (similar to: Evernote, OneNote, Google Keep)

Episode Reboot: 

Here is James’ 12-step checklist for Creating WebPage and Blog Post content