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After Hours Marketing

The world of marketing through three guys who have been there, done that, and are still learning. Damon Gochneaur, Andy Odom, and Greg Allbright bring in guests who know their business front to back, no corporate speak here. The show will cover the gambit of today's marketing, from search and social, to analytics and conversion informed design. Sit back with your favorite beverage and enjoy, After Hours Marketing.
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Sep 20, 2016

Jason Croft has 24 years of media experience and works as a video marketing strategist and consultant. Jason helps big to medium size businesses with their marketing problems by creating engaging and unique videos to achieve specific goals. So, how does someone effectively measure the ROI from a video and what should a business owner look for in a video production company? All these topics are covered, and more, on this week's episode.

 

Key Takeaways:

[0:45] Why is video helpful in building a business?

[3:00] How do you justify or measure the ROI from a video?

[5:20] How does Jason set proper client expectations before he creates the video?

[7:30] What are some examples of an effective call to action in a video?

[10:40] How did Jason get started in video?

[13:00] Why did Jason launch Croft Media? Who are his clients?

[15:00] What should people look for when they're about to hire a video production company?

[17:00] What should people look for in the demo reel?

[19:15] Be sure to have a conversation about budget with your production company before you begin working with them.

[21:30] What should a business owner do before working with a video production company?

[26:30] Based on the social media platform you plan to use, your video may look completely different from what you have on your website.

[27:25] What should clients be thinking about during the post-production process?

 

Mentioned in This Episode:

Thejasoncroft.com

 

Connect With the Guys Here:


Damon
@DamonGochneaur

LinkedIn

 

Andy

@AndyOdom7

LinkedIn

 

Greg

@GregAllbright

LinkedIn

Aug 30, 2016

Laura Weaver is a freelance copywriter who works one-on-one with innovators. There are different levels of expertise when it comes to copywriting, which is why Laura focuses on story-based copy to build a connection with her clients' ideal target market. On the show, Laura explains what it means to be a story-based copywriter, what clients need to know before approaching a copywriter, and much more!

 

Key Takeaways:

[1:10] Who is Laura and how did she get started?

[3:45] Your B2B sales may want to consider acting lessons.

[4:15] What does it mean to be a story-based copywriter?

[7:45] Why does the customer need to be the hero in the story when you're trying to sell your product?

[10:40] Laura talks about Star Wars and how the hero, product, and brand all tie into each other.

[11:55] What are some of the things you need to think about when you're writing for an audience?

[13:55] Laura fills out a worksheet describing her client's ideal audience.

[17:40] The more specific you are with your target user, the more engaging your content will be.

[18:25] By being incredibly specific, wouldn't the brand risk alienating the rest of their audience?

[22:05] What should Laura's ideal clients know about working with Laura?

[25:55] Laura hates it when people ask her what her hourly rate is.

[29:35] You're not ordering content, you're paying for a process.

[31:30] What is one thing Laura wished all clients knew before they approached her for a job?

[34:45] Who would you want speaking to 500 people a day on behalf of your company? The social media intern? It's important to get the right voice out there talking to your ideal client.

 

Mentioned in This Episode:

www.lauraweaver.org

 

Connect With the Guys Here:

Damon

@DamonGochneaur

LinkedIn

 

Andy

@AndyOdom7

LinkedIn

 

Greg

@GregAllbright

LinkedIn

Aug 23, 2016

The guys discuss what it means to ‘dominate local social’ and how small business owners can effectively leverage their neighborhood presence to actively compete against larger and more well-known companies. It's difficult to fight for 'pizza' keywords on Google, but putting your local business front and center on social media has never been easier. You definitely won't have to spend what corporate is spending to get noticed in your target area.

 

Key Takeaways:

[1:05] What does it mean to the guys when they 'dominate local social'?

[4:55] Where are your customers spending their time and how can you crush those channels?

[6:30] It's very affordable to position yourself in a smart way today than it was 3 years ago.

[8:00] Google makes it harder for small businesses to compete, but on social, it's all fair play.

[9:00] How much does it cost to dominate your local social?

[12:15] The budgets have been raised. You can no longer get away with spending $1 a day on Facebook.

[13:25] Shut up and listen. Listen to what your competitors are saying.

[18:25] Social is such a great place for testimonials. Source that content!

[19:05] You can create great 'Kodak' moments for your store.

[20:00] Offer a unique incentive on only one social media platform to get a better idea of who is seeing you and where.

[20:30] The guys take a small break to discuss Pokemon Go!

[22:35] How does Andy set up his social media for 35 Denton Music Festival?

[29:40] Take all of your customers’ data and load it into Facebook to see what pops up.

[33:20] You need to focus on creating brand awareness first.

[36:05] Andy shares the perfect example of a local business doing it right.

 

Mentioned in This Episode:

www.mysocialbrief.com

www.joeyoungblood.com

 

Connect With the Guys Here:


Damon
@DamonGochneaur

LinkedIn

Andy

@AndyOdom7

LinkedIn

Greg

@GregAllbright

LinkedIn

Aug 16, 2016

Eric Swayne is the Senior Director of Fan Engagement at Funimation, an anime and foreign licensing company. The founder, Gen Fukunaga, was the person who brought Dragon Ball Z to American TV screens. Eric speaks to Greg about the social engagement he and his team oversee in the company and some of the most underrated/overrated things in marketing today. He offers helpful insight on how he measures more of the sticky elements to marketing like conventions and social analytics.

 

Key Takeaways:

[0:35] Who is Eric?

[1:40] What is Funimation?

[4:35] The founder, Gen Fukunaga, brought Dragon Ball Z to the US.

[7:30] What are some of Eric's biggest challenges right now?

[8:20] Funimation will be at 40 conventions this year, but it's hard to measure the exact impact their presence has compared to paid advertisement.

[11:10] How does Eric gather the metrics and other data?

[15:00] How can you effectively read/measure social analytics?

[18:30] What kind of gaps should teams begin to fill and how can they prepare for 3-5 years from now?

[20:40] How does Funimation drive original content to their fans? Funimation is always talking to their fans and listening to what they want to see.

[23:15] What's the most underrated thing in marketing?

[24:25] You need to have a great team that gets along with each other in order for innovation to spark.

[25:35] What's the most overrated thing in marketing? Specific channel or medium experts have their place, but they need to think about the bigger picture too.

[27:30] Let's talk about Godzilla!

[29:15] How is Eric and his team going to be promoting Godzilla? They'll be doing all of the things!

 

Mentioned in This Episode:

www.funimation.com

Eric on LinkedIn

 

Connect With the Guys Here:
Damon
@DamonGochneaur
LinkedIn

Andy
@AndyOdom7
LinkedIn

Greg
@GregAllbright

LinkedIn

Aug 9, 2016

The guys discuss some of the amazing features Facebook offers the everyday marketer. When it comes down to audience targeting, no other company has it as good as Facebook.  LinkedIn is so far behind when it comes to targeted ads.  The hosts agree that by putting in a couple of bucks a day into Facebook, you can see some great returns on your page.

 

Key Takeaways:

[1:30] What does Damon tell his clients on how to establish local dominance through Facebook ads?

[4:15] What is the value of a Facebook click?

[8:15] Damon believes the future of marketing will be marketing to different types of audiences, not individual customers.

[11:15] How effective is Facebook for e-commerce products?

[15:00] Greg has found good success with Twitter when he was running webinars.

[18:35] The 'about us' section is incredibly important for customers. You can leverage this in ads.

[21:55] Damon loves look-alike audiences. He explains further.

[28:45] You can't do any of this stuff on LinkedIn.

[31:25] You can put different points into Facebook to help curate more data points.

[33:00] All you have to do is just spend a little bit of money on Facebook ads to see the benefits. 

[36:50] You can still do well organically, but you will need the help of every single person in your company.

 

Connect With the Guys Here:
Damon
@DamonGochneaur
LinkedIn

Andy
@AndyOdom7
LinkedIn

Greg
@GregAllbright

LinkedIn

Jul 26, 2016

The guys sit down and speculate on the upcoming future of LinkedIn since it has now been acquired by Microsoft. Was this acquisition a blessing in disguise or a soon-to-be disaster? Greg says he won't be surprised if Microsoft ends up walking away from the deal all together. However, with that being said, it does look like Microsoft has an uphill battle to face in trying to get more engaged and active users onto LinkedIn. Will the integration of Microsoft products, such as Skype, into LinkedIn become more appealing for business users? Only time will tell.

 

Key Takeaways:

[1:45] Should LinkedIn just give up?

[3:35] LinkedIn needs to focus on increasing their daily use, but will Microsoft have any impact on this? Greg doesn't think so.

[6:15] Damon believes LinkedIn's news feed is just terrible.

[7:35] Another point Damon makes is that LinkedIn's API is incredibly closed off. Will Microsoft open it up?

[8:50] Andy uses Microsoft Office at work because he has to, not because he wants to.

[10:00] Damon does believe Microsoft will be able to increase active users on LinkedIn.

[14:15] LinkedIn will really have to get innovative with how they begin to attract new users. It just doesn't have a lot going for it right now.

[16:05] Twitter is really coming out to be a superior product compared to what's on the market. Their data is unmatched and it spans across different industries.

[17:30] Damon disagrees. Facebook is superior when it comes to data.

[18:25] People are declining to post very personal things on Facebook.

[19:30] Don't be surprised if the deal ends up folding. Microsoft may have buyer's remorse.

 

Mentioned in This Episode:

www.gregallbright.com/

www.aspiroagency.com/

Andy on Twitter

Jul 19, 2016

On this episode our three co-hosts, Damon Gochneaur, Andy Odom, and Greg Allbright, talk about some of their favorite digital marketing tools and why they find them helpful at this current time. Greg says he loves Google Tag Manager, but there is a steep learning curve involved with that tool. However, despite that, Greg believes Google Tag Manager is the tool of the future and everyone should work towards learning about it inside and out. Damon loves SEMrush and Andy completely digs Hootsuite.

 

Key Takeaways:

[0:45] Today the guys will be talking about some of their favorite tools in their toolbox.

[1:10] What is Damon's favorite digital marketing tool?

[3:00] Damon loves SEMrush.

[4:50] Is SEMrush sophisticated enough to see where competitors are getting traffic from? [7:10] What is Greg's favorite tool? Google Tag Manager.

[9:35] How easy is Google Tag Manager to use?

[11:55] Andy believes having one tool to schedule all of your social media posts at one time is very powerful.

[15:25] Greg loves being able to schedule LinkedIn posts through Hootsuite.

[17:00] Damon likes to write everything down for social media to see what's going out on what day.

[18:45] Greg talks about the Hootsuite Suggestions feature.

[23:15] Damon loves Canva.

[27:00] Andy is fascinated by Snapchat. It levels the playing field between brand and consumer.

[27:10] Gary Vaynerchuk seems to know how to use the Snapchat platform very well.

[27:40] Snapchat is meant for the stuff that's not really important.

[28:35] Greg is the only one without a Snapchat account.

[29:05] Damon doesn't really know what he's doing with Snapchat.

[31:40] The only problem right now is that Snapchat doesn't have any good APIs out.

[32:35] Thanks for listening!

 

Mentioned in This Episode:

www.gregallbright.com/

www.aspiroagency.com/

Andy on Twitter

www.SEMrush.com/

www.google.com/analytics/tag-manager/

www.hootsuite.com

www.moz.com/products/pro/keyword-explorer

www.buffer.com/

www.feedly.com

www.canva.com

www.snapchat.com/

Gary Vaynerchuk Snapchat

Jul 12, 2016

John Doherty is the founder of Credo, a website platform that helps businesses find the right consultant to grow their business. Damon sits down with John to discuss what good agencies are doing right and what everyday businesses are looking for in their talent. John also discusses some common problems agencies face and how to fix them ASAP. Listen in for more great tidbits from John.

 

Key Takeaways:

[1:10] Find out more about John Doherty.

[3:45] John's platform, Credo, helps business owners find exceptional talent.

[4:30] What do good agencies do from a communication perspective?

[7:40] As digital people, we may be afraid of telephone conversations, but picking up the phone does wonders for your success.

[8:05] The problem with certain marketers is that they do not have a sales background, so they can lead the company in the wrong direction.

[8:45] Every single member of your team needs to know what you do well enough that they can sell someone your services.

[8:55] They don't need to know how to pitch or be a salesman, but if they can't answer a prospect’s basic questions, then something is wrong.

[10:05] What are businesses looking for, from a talent perspective?

[16:00] Where are some of the greatest opportunities for small to medium size agencies? 

[20:15] What advice does John have for businesses trying to optimize for SEO?

[26:55] One of the biggest problems John sees is that agencies don't seem to effectively communicate within the company.

[28:50] What are some of John's best practices?

[37:30] John recommends using Pocket to save articles for later.

 

Mentioned in This Episode:

www.gregallbright.com/

www.aspiroagency.com/

Andy on Twitter

www.getcredo.com

www.johnfdoherty.com/

www.getpocket.com/

www.medium.com

The Hard Things About Hard Things by Ben Horowitz

Jul 5, 2016

Greg interviews Trevor Bass on the subtle differences between reporting and analytics. Trevor says that technically it should be called Google Reporting, not Google Analytics, based on the true definition of the word. Greg also believes a source of some of this term confusion is mostly due to how we use both of them so seemingly together. At the end of the episode, Greg is joined by his co-hosts Damon and Andy to discuss what kind of reporting they personally do for their clients.

 

Key Takeaways:

[0:50] Greg welcomes Trevor Bass to the show.

[1:50] Why did Trevor get into math?

[3:15] What is Bitten Labs about?

[5:45] Trevor dives into the article he wrote about reporting vs. analytics.

[7:20] Trevor shares an example and the differences between reporting vs. analytics.

[10:15] People might confuse the terms because reporting and analytics do depend on each other.

[11:05] Let's talk about Travor's CRAPOLA design concept.

[14:20] When you create a report, the data should be really clear on what it means. Sounds simple, but it isn't.

[17:45] What are the guys doing for their clients in terms of their reporting and analytics?

[18:25] Damon drives the business goal. It doesn't report on rankings, he only focuses on conversions.

[21:55] Andy tries to keep it very simple. Let's focus on one thing a month.

 

Mentioned in This Episode:

www.gregallbright.com/

www.aspiroagency.com/

Andy on Twitter

www.bittenlabs.com/

Trevor on Twitter

www.databitten.com/

Trevor's article - Reporting versus analytics

Trevor's article - CRAPOLA design principles for quantitative data.

Jul 5, 2016

Lots to cover in today's episode! The three guys first go over Google's unexpected AdWords ban on certain search terms like payday loans or high interest, short term loans. As of July 13, paid ads for payday loan ads will no longer pop up in search. Is this a good thing or a bad thing and where will Google draw the line on these bans? We have two guest expert interviews on today's show. Greg interviews Kim Solberg about the importance of a website audit and Andy interviews Danny Greer to discuss in-house vs. agency services. Tune in for more!

 

Key Takeaways:

[1:15] Interesting things coming out from Google.

[5:15] Google is giving website owners better tools to cater to their audience from an AdWords perspective.

[5:45] There will be no more paid ads for payday loans or for high interest, short term loans.

[6:00] As of July 13, AdWords will no longer accept ads for those search terms and predatory search terms surrounding what those companies target like, 'I can't pay my bills', 'how to borrow money', etc.

[6:45] Google has a personal interest in having their product not send people to financial ruin. 

[8:00] It will be interesting to see where Google draws the line.

[8:55] Payday loans is a murky area, but what else will Google be able to censor?

[9:25] Google has banned drugs and hooker services in the past.

[11:30] Google could have done it just to prevent the legal implications and liability.

[11:45] As marketers, what lessons can be learned here?

[12:15] Something funny is going on with Google in terms of SEO, algorithms, and ranking.

[14:15] Will Google ever replace paid search?

[16:15] Greg welcomes Kim to the show.

[17:55] Why should people do a website audit?

[23:00] Kim talks about what she looks for on website performance.

[24:05] What kind of common problems has Kim found during a website audit?

[27:15] What does Kim do when her customers still 'know best' and do not see the value in making an update?

[28:35] What are some of Kim's pet peeves?

[30:00] Thanks for listening to Kim's expert interview. One thing Greg took away from his conversation with Kim is that a website audit needs to be done by someone other than you.

[30:35] What did the guys think of Kim's interview?

[32:15] People usually hire a specialist when it's too late, when they know there's already a problem.

[33:45] Andy loves Kim's points on responsive design.

[35:15] Andy does a recap about his conversation with Danny Greer, the director of marketing for Shutterstock.

[37:30] Danny talks about his team in the company.

[38:05] What kind of challenges does Danny face?

[41:35] As an in-house marketer, Danny feels like he can focus more of his attention on the job at hand and does not have to worry about the hustle of getting new clients.

[42:05] By working in a big organization, Danny knows he can grow his career.

[43:10] Shutterstock offers a lot of great benefits.

[47:25] Does Danny believe there is a lack of good resources for marketers?

[49:10] What did the guys think of Danny's interview?

[53:45] There's no way you can find somebody that can do everything well. You have to weigh your pros and cons.

 

Mentioned in This Episode:

www.gregallbright.com/

www.aspiroagency.com/

Andy on Twitter

www.solberg.design/

Kim on LinkedIn

www.shutterstock.com/

Danny Greer on LinkedIn

Jul 1, 2016

Welcome to the first episode of After Hours Marketing. Your hosts, Damon Gochneaur, Andy Odom, and Greg Allbright discuss marketing lessons and tactics you can learn from recent breaking news. In today's episode, the guys dive into how to correctly make a tribute to someone who has recently passed away, marketing tactics Hilary Clinton is using, and some 'bad' backlash that happened to KFC.

 

Key Takeaways:

[1:10] Greg and the guys have decided to get the band back together. This is their second podcast.

[1:35] Andy talks about podcast format.

[3:00] After Prince died, a lot of publications tried ‘newsjacking’ the event. When should you do it? When shouldn't you?

[5:00] The guys talk about who did it right and who didn't.

[10:05] When a corporate brand tries to highlight people's emotions, it can blow up in their face quickly.

[11:25] Think about your customer, does it make sense to make a comment? Is there a connection?

[12:25] One of Hilary Clinton's super packs will be spending a million dollars to combat misinformation/attacks about her on social media.

[14:55] It's interesting because this is a lot of money to be spending on something that no one has done before, at least in a public and organized kind of way.

[15:25] Obama used a lot of digital channels for advertising, but he didn't use tactics to counter his critics.

[16:50] Will they be able to turn it into a meaningful dialogue or will they get trashed by the typical social media trolls?

[19:35] How do you effectively test whether this tactic works or not?

[21:30] KFC Australia and #NSW.

[22:25] Despite trying to be a little risky and edgy, KFC got a lot of backlash for their advert.

[23:10] KFC still got a lot of attention, though.

[25:40] Selling sex doesn't discriminate anyone.

 

Mentioned in This Episode:

www.gregallbright.com/

www.aspiroagency.com/

Andy on Twitter

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