The Dobcast

In this episode Erica is speaking with a woman who's name is synonymous with digital marketing in Adelaide, Rubina Carlson.

These days Rubina is Digital Marketing Executive at Sea Link Group, and in today's conversation they are taking a walk down memory lane, discussing how she first got started in digital and social media marketing, what it was like working as a freelancer, before moving in agency land, and now working client side.

Rubina shares her experiences, and the pros and cons of each phase of her career to date, along with valuable advice and tips for people wanting to start working in digital and social media marketing.

Rubina also tells us what she's learning at the moment, and her one tip for business owners and marketers to help them be prepared to do their best online...

Get in touch with and follow our guest...

https://www.linkedin.com/in/rubinacarlson/

https://twitter.com/RubinaCarlson

https://www.sealink.com.au/

Learn more about Erica Stacey and Scout Digital Training...

https://scoutdigitaltraining.com.au

https://facebook.com/ScoutSocial/

https://instagram.com/ScoutSocial/

https://twitter.com/ScoutSocial/

https://linkedin.com/Scout-Digital-Training/

https://www.youtube.com/channel/UCsHyuL9trO_heoKF6ir7v_g

In this episode, Erica is Google geeking it up with fellow Google Ads lover, Melinda Samson, founder of Melbourne-based Google Ads agency Click-Winning Content.

Melinda and Erica discuss the what's and why's of Google Ads, before dissecting the two main ways marketers and business owners can use Google Ads: DIY or hiring an agency.

They share some resources and advice for those wanting to learn how to do it themselves, along with some important considerations and questions for anyone looking to hire an agency.

And regardless of which approach you take, they then share some important considerations for your successful Google Ads campaign.

Melinda also tells us what she's learning at the moment, and her one tip for business owners and marketers to help them be prepared to do their best online...

Get in touch with and follow our guest...

https://www.linkedin.com/in/melindasamson/

https://twitter.com/ClickTips

https://clickwinningcontent.com.au/

https://www.facebook.com/ClickWinningContent

Here are some resources we mention during the episode...

Google Digital Garage: https://learndigital.withgoogle.com/digitalgarage-au/

Academy for Ads: https://landing.google.com/academyforads/

Google third party policy: https://support.google.com/adspolicy/answer/6086450

Learn more about Erica Stacey and Scout Digital Training:

https://scoutdigitaltraining.com.au

https://facebook.com/ScoutSocial/

https://instagram.com/ScoutSocial/

https://twitter.com/ScoutSocial/

https://linkedin.com/Scout-Digital-Training/

https://www.youtube.com/channel/UCsHyuL9trO_heoKF6ir7v_g

An important aspect of successful digital marketing is having a strong online presence, for your yourself, for your brand, or both!

Today's guest has not only developed a strong personal brand, but also online brands for her three businesses.

Kate Toon - aka the Beyonce of SEO and copywriting - really needs little introduction in marketing circles.

She is a copywriter, search engine optimiser, trainer, author, podcaster, speaker, conference organiser and more.

While Kate could share oodles of valuable information with us on any of these topics, in this episode we discuss:

•how she has developed her online brand

•the tipping points that have "uplevelled" her brand

•the mistakes

•the challenges and more...

Kate also shares what she is learning at the moment, and her one tip to help you be prepared to do your best online...

Get in touch with and follow our guest...

https://www.facebook.com/kateToon/

https://www.linkedin.com/in/katetoon/

https://twitter.com/KateToon

https://www.instagram.com/kateToon/

https://www.pinterest.ph/katetoon/

https://www.youtube.com/user/katetoon

Listen to Kate's podcasts:

The Hot Copy: https://www.hotcopypodcast.com/

The Confessions of a Misfit Entrepreneur: https://www.katetoon.com/confessions-misfit-entrepreneur-podcast/

Visit Kate's websites:

The Recipe for SEO Success: https://therecipeforseosuccess.com/

Kate Toon Copywriter: https://www.katetooncopywriter.com.au/

The Clever Copywriting School: http://www.copywritingschool.com.au/

VoulezVolouz (French lessons): http://www.voulezvouloz.com/

Learn more about Erica Stacey and Scout Digital Training:

https://scoutdigitaltraining.com.au

https://facebook.com/ScoutSocial/

https://instagram.com/ScoutSocial/

https://twitter.com/ScoutSocial/

https://linkedin.com/Scout-Digital-Training/

https://www.youtube.com/channel/UCsHyuL9trO_heoKF6ir7v_g

Ben is passionate about digital and training, so he is a perfect fit for The Dobcast!

With a background working in non-profit and community organisations, Ben has hands on experience working with a range of people, assisting them to develop the skills required to actually "be online".

We can easily get stuck in the mindset that "EVERYONE is online", but that's not necessarily the case.

In this episode I chat with Ben about:

•What digital accessibility and inclusivity actually mean

•The dangers of relying solely on digital data

•Practical things marketers and business owners can do to make their online presence as inclusive as possible.

•And more...Ben also shares with us what he is learning at the moment, and the one skill he recommends people develop to be prepared to do their best online...

Get in touch with and follow our guest...

https://www.linkedin.com/in/hellobenteoh/

https://twitter.com/hellobenteoh

https://www.instagram.com/hellobenteoh/

https://www.marion.sa.gov.au/venues-and-facilities/libraries

Here are some resources we mention during the episode...

Australian Digital Inclusion Index: https://digitalinclusionindex.org.au

Web Content Accessibility Guidelines (WCAG): https://www.w3.org/WAI/standards-guidelines/wcag/

Learn more about Erica Stacey and Scout Digital Training:

https://scoutdigitaltraining.com.au

https://facebook.com/ScoutSocial/

https://instagram.com/ScoutSocial/

https://twitter.com/ScoutSocial/

https://linkedin.com/Scout-Digital-Training/

https://www.youtube.com/channel/UCsHyuL9trO_heoKF6ir7v_g

Brook McCarthy is a digital marketer, trainer and business coach, specialising in the health and creative sectors.

Erica first came across Brook through a couple of industry Facebook Groups they were both members of, and was immediately attracted to her approach to both business and marketing, which is practical, but also very human, acknowledging the unique situation and emotions we each experience.

While Brook could discuss a myriad of digital marketing related topics, in this episode Erica and Brook discuss a topic prevalent to many small business owners, and marketers - particularly those who work on their own or in small teams - mental health.

In this episode we discuss:

•Some of the main causes of work-related stress, particularly for marketers and small business owners

•How to proactively care for your own mental health

•Recognising the signs and symptoms of work-related stress

•And what you can do to help recover from severe stress and burnout

Brook also shares with us what she is learning at the moment, and the one thing she recommends people do to be prepared to do their best online...

Please note: neither Brook nor Erica are qualified health professionals, and instead are sharing advice from their own personal experiences.

Get in touch with and follow our guest...

https://brookmccarthy.com

https://www.hustleandheart.com.au

https://www.facebook.com/brook.mccarthy/

https://www.linkedin.com/in/brookmccarthy/

https://www.instagram.com/brookmccarthy/

https://twitter.com/brook_mccarthy

https://www.pinterest.com.au/brookmccarthy/

Here are some resources we mention during the episode...

Self-care for the self-employed: don't buy the bath salts: https://www.hustleandheart.com.au/business-self-care/

Making joy a KPI: https://www.hustleandheart.com.au/business-mojo/

The year I lost my business mojo: https://www.hustleandheart.com.au/making-joy-a-kpi/

Sarah de Graaff - The Mind and Movement Centre : http://www.themindandmovementcentre.com

Dr Sarah McKay - Your Brain Health (neuroscience) : http://yourbrainhealth.com.au

Kelly McGonigal - author of The Upside of Stress : http://kellymcgonigal.com

About the pomodoro technique: https://en.wikipedia.org/wiki/Pomodoro_Technique

Apps Brook uses and recommends:

Boomerang for Gmail: https://www.boomeranggmail.com/

SelfControl to block distracting websites for a period of time: http://selfcontrolapp.com/

StayFocusd (Chrome extension): https://chrome.google.com/webstore/detail/stayfocusd/laankejkbhbdhmipfmgcngdelahlfoji?hl=en

Forest app for iPhone: https://itunes.apple.com/au/app/forest-stay-focused/id866450515?mt=8

Forest app for Android: https://play.google.com/store/apps/details?id=cc.forestapp&hl=en

Learn more about Erica Stacey and Scout Digital Training:

https://scoutdigitaltraining.com.au

https://facebook.com/ScoutSocial/

https://instagram.com/ScoutSocial/

https://twitter.com/ScoutSocial/

https://linkedin.com/Scout-Digital-Training/

https://www.youtube.com/channel/UCsHyuL9trO_heoKF6ir7v_g

In this episode, Erica is chatting again with digital marketer, and good friend of the show, Jen Evison!

They discuss the main reasons some organisations struggle with or even fail at their social media marketing...

It's not all negative though! Erica and Jen highlight these pitfalls, so you can avoid them and succeed with your social in 2019!

In this episode we discuss:

•Why a strategy is essential

•How to manage social media resourcing

•Keeping bright shiny syndrome in check

•The importance of reporting

•and more.

You'll also hear Jen's Dad's social media tips, my analogy between time management and handbag size, and Jen will also share what she's focusing on this year...

Get in touch with and follow our guest...

Check out Jen's website: https://jenniferevison.com

Connect with Jen professionally on LinkedIn: https://www.linkedin.com/in/jenevison/

Connect with Jen socially on Instagram: https://www.instagram.com/jenniferevison.co/

Follow Jen on Twitter: https://twitter.com/JenEvison

Here are some resources we mention during the episode...

If you haven't listened to it already, check out Episode 4 of The Dobcast, where we run through our strategy framework. It includes some useful strategy downloads.

Helpful social media marketing groups:

Social Media Club Adelaide: https://www.facebook.com/groups/418534198239638/

Australian Community Managers: https://www.facebook.com/groups/australiancommunitymanagers/

Dashboard reporting tools:

Dasheroo: https://www.dasheroo.com/

Cyfe: https://www.cyfe.com/

HootSuite Analytics: https://hootsuite.com/products/social-media-analytics

Klipfolio: https://www.klipfolio.com/

Grow: https://www.grow.com/

Learn more about Erica Stacey and Scout Digital Training:

https://scoutdigitaltraining.com.au

https://facebook.com/ScoutSocial/

https://instagram.com/ScoutSocial/

https://twitter.com/ScoutSocial/

https://linkedin.com/Scout-Digital-Training/

https://www.youtube.com/channel/UCsHyuL9trO_heoKF6ir7v_g

In this episode Erica speaks with Kristy Schirmer, about how she evolved from having a Bachelor of Health Sciences and a Master of Public Health to working as a successful social media consultant and trainer.

After more than 15 years experience working in health promotion and public health in South Australia and London, Kristy founded Zockmelon, a social media consulting business to help public health organisations use social media effectively.

She has also developed and runs online training through the Health Promotion Social Media School.

In 2014 Kristy was awarded the Public Health Association of Australia and Australian Health Promotion Association (SA Branches) South Australian Primary Health Care Practitioner, and In 2018 was recognised as one of '40 Under 40′ business leaders in South Australia by Deloitte and the Adelaide InDaily.

In this episode we discuss:

• Transitioning careers in the age of digital marketing

• How health promotion and social media go hand-in-hand

• What it's like working in a niche industry area

• The challenges organisations face implementing social media

• When online negativity is a good thing

and more.

Kristy also shares what she is learning at the moment, and her top tip to help you be prepared to do your best online...

Get in touch with and follow our guest...

http://zockmelon.com.au

Health Promotion Social Media School: https://zockmelon.thinkific.com/courses/hpsocialmediaschool

Facebook: https://www.facebook.com/Zockmelon/

Instagram: https://www.instagram.com/zockmelon/

Twitter: https://twitter.com/zockmelon

LinkedIn: https://www.linkedin.com/in/kristyschirmer/

Learn more about Erica Stacey and Scout Digital Training:

https://scoutdigitaltraining.com.au

https://facebook.com/ScoutSocial/

https://instagram.com/ScoutSocial/

https://twitter.com/ScoutSocial/

https://linkedin.com/Scout-Digital-Training/

https://www.youtube.com/channel/UCsHyuL9trO_heoKF6ir7v_g

In what we expect to be the first of many appearances, digital marketer Jen Evison joined Erica to discuss one of their favourite topics: strategy!We share our top tips for creating a successful digital marketing strategy, following the framework we use (available to download on our website).In this episode we discuss:• Identifying aims and objectives• Knowing your target audience• The importance of brand personality (and what it means)• Being realistic about your available resources (time, people, money)• Content strategy• Channel strategy• Measurement strategy• Implementing a strategyand more.Jen also shares what she's learning at the moment, and her one piece of advice that will help you be prepared to do your best online...

Get in touch with and follow our guest...Check out Jen's website: https://jenniferevison.comConnect with Jen professionally on LinkedIn: https://www.linkedin.com/in/jenevison/Connect with Jen socially on Instagram: https://www.instagram.com/jenniferevison.co/Here are some resources we mention during the episode...Strategy diagram (visit the blog)Customer journey diagram (visit the blog)The Conversation Prism: https://conversationprism.comWendy's on Twitter: https://twitter.com/WendysQueensland Police Service Facebook Page: https://www.facebook.com/QueenslandPolice/NSW Police Force Facebook Page: https://www.facebook.com/nswpoliceforce/Hey Tiger on Instagram: https://www.instagram.com/heytigerco/F45 memes on Instagram: https://www.instagram.com/f45_training_memes/

Learn more about Erica Stacey and Scout Digital Training:https://scoutdigitaltraining.com.auhttps://facebook.com/ScoutSocial/https://instagram.com/ScoutSocial/https://twitter.com/ScoutSocial/https://linkedin.com/Scout-Digital-Training/https://www.youtube.com/channel/UCsHyuL9trO_heoKF6ir7v_g

In what we expect to be the first of many appearances, digital marketer Jen Evison joined Erica to discuss one of their favourite topics: strategy!

We share our top tips for creating a successful digital marketing strategy, following the framework we use (available to download on our website).

In this episode we discuss:

• What is a strategy? (00:05:50)

• Identifying aims and objectives (00:09:47)

• Knowing your target audience (00:13:39)

• Customer journey (00:21:15)

• The importance of brand personality (and what it means) (00:24:00)

• Being realistic about your available resources (time, people, money) (00:32:00)

• Content strategy (00:35:00)

• Channel strategy (00:42:00)

• Campaign strategy (including social media advertising) (00:49:25)

• Measurement strategy (00:52:43)

• Implementing a strategy (00:54:49)

and more.

Jen also shares what she's learning at the moment, and her one piece of advice that will help you be prepared to do your best online...

Get in touch with and follow our guest...

Check out Jen's website: https://jenniferevison.com

Connect with Jen professionally on LinkedIn: https://www.linkedin.com/in/jenevison/

Connect with Jen socially on Instagram: https://www.instagram.com/jenniferevison.co/

Here are some resources we mention during the episode...

Strategy diagram (visit the blog)

Customer journey diagram (visit the blog)

The Conversation Prism: https://conversationprism.com

Wendy's on Twitter: https://twitter.com/Wendys

Queensland Police Service Facebook Page: https://www.facebook.com/QueenslandPolice/

NSW Police Force Facebook Page: https://www.facebook.com/nswpoliceforce/

Hey Tiger on Instagram: https://www.instagram.com/heytigerco/

F45 memes on Instagram: https://www.instagram.com/f45_training_memes/

Learn more about Erica Stacey and Scout Digital Training:

https://scoutdigitaltraining.com.au

https://facebook.com/ScoutSocial/

https://instagram.com/ScoutSocial/

https://twitter.com/ScoutSocial/

https://linkedin.com/Scout-Digital-Training/

https://www.youtube.com/channel/UCsHyuL9trO_heoKF6ir7v_g

During a recent trip to Bali, I had the pleasure of catching up with and speaking with Tina May, co-founder of The Institute of Code.Tina shared her journey from starting a strategic marketing degree in Melbourne, to now running coding and social media boot camps in Bali.Like most journeys, it wasn't always smooth sailing, and Tina shares the "behind the scenes" of the entrepreneurs' lifestyle.In this episode we discuss:• The benefits of learning to code• Problems with traditional education styles• How to create the best learning environment• The digital nomad lifestyleand more.Tina also shares her one piece of advice that will help you be prepared to do your best online...

Get in touch with and follow our guest...https://www.instagram.com/hellotinamay/https://www.instituteofcode.comhttps://facebook.com/instituteofcode/https://www.instagram.com/instituteofcode/https://twitter.com/instituteofcode/

Here are some resources we mention during the episode...Khan Academy https://www.khanacademy.org/Website in a Weekend (online course): https://www.instituteofcode.com/courses/web-dev-101/

Learn more about Erica Stacey and Scout Digital Training:https://scoutdigitaltraining.com.auhttps://facebook.com/ScoutSocial/https://instagram.com/ScoutSocial/https://twitter.com/ScoutSocial/https://linkedin.com/Scout-Digital-Training/https://www.youtube.com/channel/UCsHyuL9trO_heoKF6ir7v_g