166 episodes

The smartest people in marketing talk to Jason Barnard about topics they know inside out. The conversations are always intelligent, always interesting… and always fun!

Guests include Rand Fishkin, John Mueller (Google), Frédéric Dubut (Microsoft), Joost de Valk, Bill Slawski, Neal Schaffer, David Arvin.

With Jason Barnard..‪.‬ Jason Barnard

    • Marketing

The smartest people in marketing talk to Jason Barnard about topics they know inside out. The conversations are always intelligent, always interesting… and always fun!

Guests include Rand Fishkin, John Mueller (Google), Frédéric Dubut (Microsoft), Joost de Valk, Bill Slawski, Neal Schaffer, David Arvin.

    What Problems Do CDNs Solve? (Ben Gabler and Jason Barnard)

    What Problems Do CDNs Solve? (Ben Gabler and Jason Barnard)

    Ben Gabler talks with Jason Barnard about CDNs







    Ben Gabler is the Founder & CEO at Rocket.net and has 17 years of experience in the industry, having worked with companies like HostNine and HostGator.







    He joined Jason Barnard to speak about the advantages of opting for a CDN as part of your web hosting solution.







    Turns out, the UX improvement and optimizations a CDN provides really does  justify the cost and the advantages it brings to your business, your clients and Google makes it a no-brainer.







    After this episode, you'll have a much better understanding of how your website delivery platform influences its speed, security, and UX.









    https://www.youtube.com/watch?v=u8BlgChSH0c









    In partnership with Wordlift







    What you’ll learn from Ben Gabler







    * 00:00 Ben Gabler with Jason Barnard* 00:50 Ben Gabler’s Brand SERP* 01:50 Argument number one on why you might want to opt for a CDN* 06:38 Argument number two on why you might want to opt for a CDN* 07:21 Cloudflare as a website / content delivery platform* 09:34 How much does a DNS speed matter for UX?* 12:42 What's the process from the moment your browser requests a webpage and the moment you get the content?* 16:30 How does a CDN deal with content update?* 19:09 Besides speed and cost, what other benefits does a CDN bring?* 21:23 Chatbots on websites - good or bad idea?* 24:22 The importance of speed in Google’s Core Web Vitals* 26:33 Is HTTP/2 now universal?* 27:22 How Google “judges” your website* 29:10 The balance between pleasing Google and satisfying your customers

    • 32 min
    Cultural Differences in Digital Marketing (Pinar Ünsal and Jason Barnard)

    Cultural Differences in Digital Marketing (Pinar Ünsal and Jason Barnard)

    Pinar Ünsal talks with Jason Barnard about significant cultural factors companies should consider







    There's a lot to be said when it comes to how important it is for companies to invest in adapting correctly to each market they want to enter.







    Pinar Ünsal is a Search Engine Marketing Expert no stranger to conducting marketing campaigns in different countries. She’s an ex-Googler with more than 14 years of experience in the industry, and now co-founder of the award-winning agency Kubix Digital.







    Attention to detail is key and for everything from the language barrier to cultural differences to the preferred payment system, everything makes a difference when it comes to getting access to a new market.







    Pinar and Jason go over some rather fun and educational examples where companies overlooked language and cultural differences when trying to expand to new markets, and the different details to consider when deciding to expand to new international markets with your business.









    https://www.youtube.com/watch?v=p5yWe4L0Qw8









    In partnership with Wordlift







    What you’ll learn from Pinar Ünsal







    * 00:00 Pinar Ünsal with Jason Barnard* 01:20 Pinar Ünsal in the Knowledge Graph* 05:10 The challenges in translating and presenting content from different cultures* 08:48 Examples of how marketing fails due to cultural and language differences being overlooked* 14:44 Why is Yandex so popular in Turkey?* 18:38 The importance of identifying which search engine and platforms are popular in a particular market* 20:51 Is LinkedIn the answer in B2B, regardless of the market?* 22:16 How country-specific are payment system preferences?* 27:18 The importance of having the right social channels for your audience* 28:38 How do different countries respond to influencer marketing?* 31:15 How important it is to have a tailor-made strategy for a specific market* 32:45 Your Brand SERP as a mirror to how your brand is perceived in different countries* 34:51 One last example when a bad translation resulted in spectacular failure

    • 37 min
    All About Digital Transformation in B2B (Kelly Hungerford and Jason Barnard)

    All About Digital Transformation in B2B (Kelly Hungerford and Jason Barnard)

    Kelly Hungerford talks with Jason Barnard about digital transformation







    The percentage of businesses that are still not ready for the digital reality of the 21st century is much larger than we tend to assume.







    Kelly is a MarTech strategist and consultant with over two decades of experience. Her job at Sunstar is to help the group (and their multitude of brands) successfully integrate digital into their marketing strategies, and reach a broader slice of their potential market.







    As Kelly describes it, digital transformation is all about dreaming big. She discusses the challenges and success factors for facilitating change in big (and often decentralized) companies, and what’s needed to build a transformative mindset and culture within an organization.









    https://www.youtube.com/watch?v=DJ0x0Kv3BWQ









    In partnership with Wordlift







    What you’ll learn from Kelly Hungerford







    * 00:00 Kelly Hungerford with Jason Barnard* 01:07 Kelly's Brand SERP* 02:05 The percentage of B2B businesses that fail to adjust to a 21st century's digital world is bigger than we might think* 06:43 How well will B2B business adjust in the next 10 years?* 09:45 How does Kelly deal with her company's decentralization?* 13:48 The crucial role of the Marketing and IT departments when implementing a transformative blueprint* 17:42 The challenges of getting a good overview of a highly decentralized company* 21:41 Why companies should invest resources on Digital Transformation?* 25:13 The secret for a Digital Transformation success* 26:52 People love progress but hate change - the challenges of getting stakeholders on board* 32:31 How to manage information overload when implementing a digital transformation in a company* 35:38 The importance of adapting digital transformation to stakeholder’s current level of digital expertise

    • 37 min
    How Review Attributes Work in Local SEO (Mike Blumenthal and Jason Barnard)

    How Review Attributes Work in Local SEO (Mike Blumenthal and Jason Barnard)

    Mike Blumenthal talks with Jason Barnard about review attributes







    Mike Blumenthal loves to say “All Local, All the time”. He is an authority on local SEO with 20 years of experience under his belt... so, who better than “The Godfather of Local” himself to discuss Google's new feature — Google Review Attributes.







    This new feature in Google allows consumers to leave a quality rating about attributes concerning the business  as part of their review and, according to Mike, as a business, there's a lot of reasons to love: it helps build consistency in customer service, and actionable information — which ultimately is the purpose of reviews — and it gives a chance to analyze your competitors in a structured and consistent manner.







    Mike goes on to explain how reviews, and particularly review attributes directly influence local search results and how to take advantage of that. He shares the strategies he uses with his clients to best leverage reviews and attributes in a successful local SEO strategy.









    https://www.youtube.com/watch?v=2VZjXvnkTrU&t=267s









    In partnership with Wordlift







    What you’ll learn from Mike Blumenthal







    * 00:00 Mike Blumenthal and Jason Barnard* 00:43 The argument for Google being your homepage* 01:52 GatherUp's Knowledge Panel* 07:05 What are Review Attributes?* 12:26 Google Attributes focus on service-based industries* 15:54 In what industries are Google Attributes currently appearing?* 19:31 Could this new feature put the fear of Google into businesses?* 21:18 Google Maps as the bleeding edge for the Knowledge Graph* 23:58 How the information about reviews extracted by Google influences local search results* 26:08 How to encourage your customers to provide specific review content* 28:52 Is there a direct effect in a Brand's local search performance from a great attribute rating?* 30:17 The how-to of getting and leveraging first and third party reviews* 34:58 Could we say that Google homepage is Google’s reflection of the world’s opinion of you?* 38:25 How to get clients to give reviews on the different platforms

    • 42 min
    Engaging the Connected Customer (Adam Helweh and Jason Barnard)

    Engaging the Connected Customer (Adam Helweh and Jason Barnard)

    Adam Helweh talks with Jason Barnard about customer engagement







    We are in the age of the technology-driven customer. It is vital to understand that the devices, platforms and social channels they choose to use dictate their relationship with friends, institutions … and businesses. That means brands have a complex problem to solve: with so many parameters at play, how can a brand align their engagement strategy to the Connected Customer in an effective manner? And that problem is becoming more and more daunting for brands as the number and variety of platforms and devices explodes.







    Adam Helweh is a Digital Marketing Expert and CEO & Founder of Secret Sushi. In this episode he presents an incredibly effective system to create an appropriate engagement strategy for your Connected Customer - the three ‘Ms’ (Mindset, Moment, and Medium).He then elaborates on how to test and improve your strategy, stay abreast of new market trends and (super-importantly) keep up with your connected customer, making their user experience with your brand seamless.









    https://www.youtube.com/watch?v=0jbAxS9A-no









    In partnership with Wordlift







    What you’ll learn from Adam Helweh







    * 00:00 Adam Helweh and Jason Barnard* 02:23 Adam Helweh’s Brand SERP* 3:56 Adam Helweh in the Knowledge Graph* 4:42 What are the criteria to get the Twitter boxes on your Brand SERP* 7:29 What does it mean to be a Connected Customer?* 12:52 The Connected Customer and their different geographic locations* 15:12 Do we need to adapt to the Connected Customer today more than we needed 10 years ago?* 18:16 Strategizing for the Connected Customer?* 19:42 Identifying Mindset, Moment and Medium to engage effectively with your customers* 28:30 How can brands keep up with the ever-evolving tendencies?* 32:45 How not to get the “Mindset” part wrong and ruining the user experience* 35:31 Is it appropriate to present your customers with a solution (a website pop up for instance) while they're researching it themselves?* 41:25 As customers become savvier, what's the one thing that makes the difference at the bottom of the funnel?

    • 44 min
    All About Brand Affinity Marketing (Chris Savage and Jason Barnard)

    All About Brand Affinity Marketing (Chris Savage and Jason Barnard)

    Chris Savage talks with Jason Barnard about brand affinity







    Brand identity and authenticity is the key for Brand Affinity. One of the biggest mistakes companies make is trying to over-monetize their companies to the detriment of its authenticity.







    Chris Savage is the co-founder of Wistia, a very successful company designed to serve businesses with on-site videos for marketing purposes. He talks about the early challenges of building a multi million dollar company from the ground up, and the power of brand identity.







    Chris talks us through a plethora of topics - from faking brand identity to branding through cult of personality to building affinity with your audience.









    https://www.youtube.com/watch?v=Mf9haGnn7Uw









    In partnership with Wordlift







    What you’ll learn from Chris Savage







    * 00:00 Chris Savage and Jason Barnard







    * 00:36 Chris Savage's Knowledge Panel around the world







    * 05:20 Wisita's story from it's initial challenges to its current success







    * 12:52 Why Chris and his business partner didn't sell the company when presented with big offers







    * 14:04 Would Wistia have died if they had sold it early on?







    * 15:13 The problem with over-monetizing a company







    * 16:20 A story about the power of brand identity







    * 19:12 Is Brand Affinity fakeable?







    * 20:33 Is it OK to present your brand by just being yourself, without a calculated approach?







    * 22:14 How Tim Cook vs Steve Jobs







    * 23:49 Brand Affinity - Wistia’s approach







    * 26:30 Using video to connect with your audience?







    * 28:53 Understanding your client - a practical and effective approach







    * 31:58 Your audiences feedback VS their real needs and how that aligns with your company's mission

    • 34 min

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