For twenty years, search sent you traffic. Now roughly 68% of Google searches end without a single click. Here's what "Google Zero" actually means for small and mid-sized brands, and why visibility and traffic just stopped being the same number.

Tips on raising the baseline quality of your presentation skills to "decent, not a trainwreck."

Everyone needs a shoulder to cry on, especially podcast hosts.

After a year that introduced massive changes to how we do business, how can we know which aspects of our marketing are the most effective in this new normal?

As we churn out copy for every conceivable channel and audience, what used to be art is now a commodity. We chase clicks and engagements rather than hearts and minds. There are three things to keep in mind when writing your marketing copy.

New restrictions from Facebook, Google, and others, are making it very difficult for political campaigns to reach voters or raise money online. How should campaigns adapt?

Citations:

http://www.dolekemp96.org/main.htm

https://www.washingtonpost.com/outlook/2020/02/06/small-dollars-big-changes

https://www.politico.com/news/2021/01/27/facebook-google-political-ad-ban-462948

https://morningconsult.com/2021/01/20/political-ads-bans-alternatives-transparency/

https://about.fb.com/news/2021/02/reducing-political-content-in-news-feed

https://www.politico.com/news/2021/02/10/online-politics-buying-email-address-468229

https://www.campaignsandelections.com/campaign-insider/two-early-takeaways-from-biden-s-digital-program

If you're asking, "what should I do differently in 2021," my response is this: be ready to do everything the same. And also different. Don't be rigid with your planning, because everything could (and probably will...) be upended tomorrow.

Do you have a question for the host, or want to work with us? Shoot us an email at podcast@evergreenmediallc.com.

Understanding the marketing funnel concept is fundamental to how we as marketers plan campaigns and measure success. It's a flawed abstraction to be sure, but it's still one of the better tools we have for understanding and optimizing the customer journey. If you grasp the basics of the funnel, you're halfway to being able to plan an effective campaign.

Show notes:

Funnel Illustration

Digital Funnel Illustration