The Business of Digital Podcast

Talk tool selection, process fit and where to find them for your digital marketing projects in this episode with guest Kevin Mullett.

In this episode guest Kevin Mullett joined to talk not about specific tools to do X but really about the process of finding and incorporating them into you current work flows.

There are tons of tools available to us digital marketers for almost every issue or task but not all fit our budget, work flow, operating system or maybe just dont do exactly what we need today but in the future they will. So if you want to dig into lists of tools we have talked about in the past we have some links for you but if you want to really dig into how to find, where to find and how to evaluate links - read on or listen on!

Tool Shows & Reviews & Lists

Tools & Tips for Reusing Video and Audio ContentBing WordPress Plugin, Webmaster Tools & Guidelines W/ Fabrice CanelMDMC & Tools for Leveraging Google Search Console DataKeyword Tools for Trends and ShoppingSEO ToolsInstagram Tools for BusinessProductivity Tools for Digital MarketersTools for Influencer MarketingSMB With Limited Budget: Social Media ToolsWhat is the Best Transcription Service?Tips on How to Batch Content at ScaleLive Streaming Tips W/ Stephanie LiuWhat Goes Into Making a Podcast EpisodeWhat are the Best Podcast & Site Hosting OptionsCompetitive Research Beyond Just Keywords

There are likely some others we missed from our 179 past shows but this should help you dig into tools that you might be searching to help you!

Tip 1 - Always Be Looking

Kevin talks about how he is always cataloging and saving tools for future dates. He never knows what or when he might need a tool to help him and should one be recommended in an article, Tweet, conference presentation - he is going to catalog it as soon as he can.

The goal here is to try and stay ahead of when you need a tool for something and hopefully have some options or a short list to work from instead of not having time and not having an idea of where to even start looking.

Tip 2 - Where to Find Tools

Kevin finds tools all over but here are some quick places that are constantly having new tools listed that you can use daily in some cases. Here are just some of the sites that he uses to help find tools.

Product HuntBeta ListMoMB - Museum of Modern BetasStartUp ListAlternative ToReddit GroupsQuoraSearch Google Using Google Operators

Tip 3 - Organize Your Tools

Dave talks through how he uses Bookmarks and then Kevin goes into his very detailed process and setup. Whatever system you currently use or set up for yourself really doesn't matter so long as you stick to it and it works.

Kevin divides his bookmarks into the following:

articletool

Use a 3rd party bookmark tool, use your browser, use a local Excel file or Google Sheet - again it doesnt matter but just catalog them all somewhere.

More on Tools

The episode digs into some specific examples around how Kevin evaluates, talks to tool providers and just in general some additional stories and tips that you need to listen to really get the full details.

Lastly, towards the end of the episode Kevin dropped a resource that you can download that might help you. If you are interested in the Content Opportunity Report just follow the link and check it out.

Full Transcript

Matt Siltala: [00:00:00] Welcome to another exciting episode of the business of digital podcast, featuring your host, Matt  and Dave roar. Hey guys, excited to have everybody join us on another one of these business of digital podcast episodes. And today is going to be a fun one. We have a special guest for you, but before we get into that, as I always do, because I see that he's muted, I'm going to put Dave on the spot and say, How's it going, Dave,

Dave Rohrer: [00:00:28] it's going, they're done building the house.

Matt Siltala: [00:00:30] That was quick. Goodness.

Dave Rohrer: [00:00:31] Thank goodness.

Matt Siltala: [00:00:32] There's no construction sound behind you.

Dave Rohrer: [00:00:35] They're done. They're like a m

Dave talks about two upcoming virtual conferences, the guys make predictions and talk pros/cons of virtual conferences.

2020 is the year of online. Online podcasts and online or virtual conferences have been big this year. Podcasting has been growing but the number of people that started them as well as the number of new mini conferences or conferences that went virtual is huge.

For those that never could get away from work or get budget approval hopefully they have caught a ton of sessions and great speakers this year. We also hope you realize that the year isn't over and there are more good conferences and talks ahead.

Here are two FREE events that Dave is talking at in the coming weeks:

Dec 2-3 - Small Business and Ecommerce Cyber WeekDave's Session on Dec 3 - Tired of Writing? Audio & Video Content Creation is the AnswerDec 8 - Webmaster Tools with Dave Rohrer @ SEMPDX

In Person Conference Prediction

Our predictions since we usually get some correct:

When do we think large (100+ of people) size digital marketing type conferences will again happen in the United States?

As far as the answers:

Matt: Oct/Nov of 2021 is what he is guessing but also his guess is for the larger conferences of 1000 or many 100s of people.Dave: sticking with the idea around 100, 200, or 500 people - still decent size conference. Dave is looking for some "normal" to happen in Summer (July-ish) timeframe.

Hopefully Dave is correct but we shall see.

Pros of Virtual Conferences

Lots of conferences have gone free this year.There is no travel cost, hotel costs, eating out costs and time away from the office.Are becoming more engaging - some virtual conferences are working hard to make networking better but also to make the talks more engaging and closer to being "there".Access to great speakers and content no matter where you are in the world.You can multitask - you might miss some tips but catching at least 25% of the great nuggets is still better than missing 100%.

Cons of Virtual Conferences

No swag for coworkers, kids, family or office.No T-shirts or sweatshirtsMeeting new people, prospects, clients, friends is tougher virtualMeetings with clients or friends where you can get away and have an in person meeting/catch up.Are people paying attention due to work, kids, and other distractions calling for your time?

Do you think in 2021 and into 2022 virtual conferences will continue? Will burnout from video meetings burn people out in the future or has it already? Let us know on Twitter or Facebook!

Full Transcript

Matt Siltala: [00:00:00] Welcome to another exciting episode of the business of digital podcast, featuring your host, Matt scintilla and Dave roar. Hey guys, excited to have you join us on another one of these business of digital podcast episodes. I'm grateful that, you know, I was thinking about this, Dave, I'm grateful that we've been able to do.

And I don't know whether, whether it's, uh, sorry. My, my thoughts are all over the place right now, but. I don't know, it's because of, uh, you know, the fact that we talked about this is going to be kind of a 20, 20, uh, looking over type episode, but like, I've been very grateful. We've been able to do, um, over three years of these, if you can believe it just that we've had this, uh, podcast going on for so long, but anyway,

Dave Rohrer: [00:00:46] how's it going?

I have the podcast because we can't travel this year. So people that do podcasts in person. Um, that are not family are probably at a disadvantage.

Matt Siltala: [00:00:58] Very true, very true. [00:01:00] But, um, just getting into, you know, like we were chatting and w as we always do, it's good to just get in and record. Cause we tend to chat, not recording about all the stuff we should be recording, but, uh, we're talking about virtual conferences and just 2020 in general and, and then beyond, and, and what's in the future.

And so, um, just give us your, your thoughts on this and, uh, where we go from here. First

Dave Rohrer: [00:01:24] let's make predictions because we all, eve

In October 2020 the DOJ filed against Google along with a number of other Attorney Generals from 10 plus states. Here is the general gist of the suit:

The Complaint alleges that Google’s anticompetitive practices have had harmful effects on competition and consumers. Google has foreclosed any meaningful search competitor from gaining vital distribution and scale, eliminating competition for a majority of search queries in the United States. By restricting competition in search, Google’s conduct has harmed consumers by reducing the quality of search (including on dimensions such as privacy, data protection, and use of consumer data), lessening choice in search, and impeding innovation. By suppressing competition in advertising, Google has the power to charge advertisers more than it could in a competitive market and to reduce the quality of the services it provides them. Through filing the lawsuit, the Department seeks to stop Google’s anticompetitive conduct and restore competition for American consumers, advertisers, and all companies now reliant on the internet economy.

In particular, the Complaint alleges that Google has unlawfully maintained monopolies in search and search advertising by:

Entering into exclusivity agreements that forbid preinstallation of any competing search service.Entering into tying and other arrangements that force preinstallation of its search applications in prime locations on mobile devices and make them undeletable, regardless of consumer preference.Note the market share: Chrome - ~70%, Safari 3.7%, FF 7.7% all with Google Search Note: Even higher if you use Statista which has Safari and Firefox combined for ~17%

Entering into long-term agreements with Apple that require Google to be the default – and de facto exclusive – general search engine on Apple’s popular Safari browser and other Apple search tools.Note: Droid 73%, Apple 26.5% per Stat Counter that is 99.5% of phonesGenerally using monopoly profits to buy preferential treatment for its search engine on devices, web browsers, and other search access points, creating a continuous and self-reinforcing cycle of monopolization.

So at a high level that is what this episode talks about - those 3 main points and what is going to happen next (possibly and most likely).

Disclaimer - since this again is an episode about law we want to remind you that this write up is not quotes but a general summary. This also goes for the transcription since it is done by AI and thus not 100% accurate.

Google and Google Properties

We talk about a number of Google owned properties including how YouTube is one of the largest sites in terms of traffic and searches.

A recent study by Moz of 2.1M searches and 766K videos, YouTube accounted for 94% of all video carousel results on page one of Google, leaving little room for competition. Thanks to Dr. Pete for help as we (Dave) missed this study.

Google Antitrust Documents and Resources

Full DOJ Press ReleaseEpisode 78 - Google and AntitrustEpisode 123 - Interview with Former FTC Commish Maureen OhlhausenDOJ Tweet“Today, millions of Americans rely on the Internet and online platforms…Competition in this industry is vitally important, which is why today’s challenge against Google…for violating antitrust laws is a monumental case both for the DOJ and for the American people.” — AG BarrGoogle's Response“Today’s lawsuit by the Department of Justice is deeply flawed. People use Google because they choose to, not because they’re forced to, or because they can’t find alternatives.”News Coveragehttps://www.nytimes.com/2020/10/20/technology/antitrust-google.htmlhttps://www.theguardian.com/technology/2020/oct/21/google-antitrust-charges-what-is-nexthttps://www.cnbc.com/2020/10/24/google-antitrust-suit-shows-its-lost-its-halo-rivals-say.htmlhttps://www.eff.org/deeplinks/2020/10/antitrust-suit-against-google-watershed-moment-0

Microsoft Antitrust Compared to Google Antitrust

We do tal

Using Ocean Spray and TikTok as a spring board the guys dig into asking the question of "How Human is Your Marketing". Listen for examples and ideas.

So while this episode is somewhat inspired by Nathan Apodaca, Ocean Spray and TikTok there is much more we want to dig into.

The cartoon that Ryan shared can be found at Marketoonist about a blank billboard.

With more than 60 million views and counting, this homemade video was more effective — by far — than any advertisement Ocean Spray and its agencies have created in the 90-year brand history.The TikTok video propelled beverage sales and almost doubled the value of the Ocean Spray stock price. For good measure, “Dreams” reached No. 1 on iTunes and returned to the Billboard charts for the first time since 1977.Case study: The most human commercial wins

You can't predict Viral

In our episode Taking Social Media Offline we talked about a number of human marketing examples. There was an Arby's example and a local florist all doing "something" that happen to be marketing and very human.

If you haven't listened, also go check out UnMarketing Your Marketing With Alison Stratten that we did long ago where we talk about brand stories and brand lessons.

Business of Digital Instagram

As we try and eat our own dog food - Dave talks about what we are trying to do around our own Instagram and Social feeds to make them more "human".

If you don't already follow our Instagram - do it now please!

Don't Over Think It

If you have ever been on a plane and looked at one of those in-flight magazines (well, not in 2020) and seen the Best Doctors in the US! Or Best Steak Houses in the US! Those are all some variations of native ads/organic ads/pay to play.

Yelp, Google, directories, Service Sites (Thumbtack, Angieslist, etc.) all are mixes of organic, AI and pay to play.

How can we post on social (Twitter, Instagram, etc.) in a more human way? Ask yourself this daily and hopefully you will keep finding more ways to be more real and more human too.

Full Transcript

Matt Siltala: [00:00:00] Welcome to another exciting episode of the business of digital podcast, featuring your host, Matt  and Dave roar. Hey guys, thanks for joining us on another business of digital episode. Uh, we got Dave, how's it going, bud?

Dave Rohrer: [00:00:16] It is going,

Matt Siltala: [00:00:17] so this one's a fun one. I'm glad that, uh, um, I'm glad that we're going to jump into this one.

And for everyone that we have on pins and needles as to what we're going to be talking about, actually, you know, you already read the title, but. We are going to be talking about how human is your marketing and this one's sparked from the cranberry guy. So what we're calling them, the cranberry guy, or is that what he's being called?

Dave Rohrer: [00:00:40] That's yeah. That's what most people call them.

Matt Siltala: [00:00:43] But, uh, yeah. Why don't you,

Dave Rohrer: [00:00:44] mr. Mr. Nathan is his name.

Matt Siltala: [00:00:47] Oh, is it Nathan

Dave Rohrer: [00:00:47] Nathan pocket podcast, paprika.

Matt Siltala: [00:00:51] I mean, he, ain't doing so bad. He's getting money for commercials now and free trucks and cranberry, you know, for life. Yeah. [00:01:00] Yeah. Great, great. A great idea, but why don't you kick us off by, you know, sharing with us, uh, the direction that you wanted to go with this.

Dave Rohrer: [00:01:08] I think in you'll you can you'll talk to the viral, viral Allity portion of what we're going to talk about, but mr. Ryan Jones, just so funny that just the other day he shared, um, w Tom Frisch burns Mark. Mark.  I can almost speak today. A Marketoonist a Marketoonist. Little cartoon and all linked to it because I'm not going to post his stuff on my site.

I will link to it. But, um, for anyone that's ever worked in advertising, it's a completely white billboard. And at the top and black, black with white font, it says advertisement. And then there's two people looking at it and it says, this was our compromise with

Matt Siltala: [00:01:50] legal. Oh, man. That's so true.

Mat talks Tom Brady, football, and company alumni groups as the guys dig into the topic of leadership one last time for 2020.

When Dave had this topic and episode in mind he knew that it would be an easy sell to Mat since the initial concept was around Tom Brady. So for a rare episode we do focus a bit on sports but even for those that arent into football or know much it will still be a worthwhile listen we promise!

During the Leadership Series we did earlier this year, Lauren Vaccarello brought up the topic of moving companies and bringing past coworkers with you.

Lauren walks through how to build credibility, attract talent and how she has handled doing both over the years.

Tom Brady and the recent flood of players coming out of retirement or taking small contracts to sign with the Tampa Bay Buccaneers is a real life example of this playing out.

Then there is one of the best Tight Ends ever, Rob Gronkowski who retired and then signed to play - mostly because Tom Brady went to the Bucs.

We of course often see this with CMOs and CEOs bringing people along with them from one company to another as they move for good reason. These are people they trust, know what they are doing and that can get the job done.

Lebron and Jordan

If by chance you are a fan of the NBA instead, think of when Lebron James moves teams and all those that try and play with him. Or years ago if Jordan was to go somewhere - people would follow knowing the was going to lead the team and have a high chance of winning.

Company Alumni Groups & Support

Avalaunch and Seer Interactive both have some alumni group that looks at the long term of helping employees. The example Dave recently found was by John Faris of Red Door Interactive.

Full Transcript

Matt Siltala: [00:00:00] Welcome to another exciting episode of the business of digital podcast, featuring your host, Matt  and Dave roar. Hey guys. Thanks a all for joining us on another one of these episodes as always we have Dave, I was going,

Dave Rohrer: [00:00:17] it is going so

Matt Siltala: [00:00:21] national cat .

Dave Rohrer: [00:00:23] I think it's national cat day

Matt Siltala: [00:00:25] national cats annoyingness day is what it is

Dave Rohrer: [00:00:27] in our houses.

Matt Siltala: [00:00:29] Well, um, something else that usually annoys you, but you're letting me talk about today, mr. Tom Brady, are you going to regret this

Dave Rohrer: [00:00:39] maybe,

Matt Siltala: [00:00:41] but, uh, the idea that

Dave Rohrer: [00:00:43] you don't win the super bowl, I won't,

Matt Siltala: [00:00:46] Hey, threatened to play pretty good, but, uh, better than my Patriots off. Let's not talk about that.

Dave Rohrer: [00:00:52] We can talk about that.

Matt Siltala: [00:00:55] But, uh, the, uh, the title and question today, we're going to talk about [00:01:00] leadership and, um, like of course, you know, this is why, you know, Tom Brady, and this is why it pains you because you have to admit the Tom Brady is a good leader, but why don't you share with us, uh, you know, your idea on the direction of this one and we'll go from there.

Dave Rohrer: [00:01:16] So Lauren had mentioned it during our leadership series. I think she was the only one that mentioned it. Um, and talked about this topic and it's the topic of when you move from one company to another, or from one role to another, you often work with people you like, and there's probably some people that we all worked with that we don't like bosses.

We like, or don't like subordinates. Cheers. What's

Matt Siltala: [00:01:40] that? No comment,

Dave Rohrer: [00:01:42] no comment. And. But as you move up the ladder and you ha you know, you have more staff anymore and have more people that report to you, there might be more people. That you like working with, or that you've found are [00:02:00] very good at doing X, Y, Z.

Is there someone that's just awesome at Salesforce? There's just someone awesome with HubSpot. And any time you have a question about whatever that tool is, that provider, tha