The Click & Convert Podcast

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Latest Podcast Episodes

Important Marketing Changes From Google, Facebook & LinkedIn in 2018
13 Jan 2018 @ 02:57 am

Welcome to 2018 and for our first podcast of the year, I’m looking at some of the important updates we are going to see from the leading platforms.

The key players make many changes through the year, but some of those to come are likely to have the biggest impact on your business.

We have changes from Google which impact SEO and AdWords. LinkedIn introduces a new media format and Facebook are picking on business pages yet again!

In addition, we have GDPR (General Data Protection Regulation) coming in to force in May this year.

Listen in to the show for more details and there are links below to some of the key resources mentioned.

Resources

As always if you have any questions you can get in touch via Twitter @SeanClark.

Subscribe to this podcast via iTunesStitcher and now on Spotify.  If you like it we’d be grateful if you could leave a review.

SEO Ranking Factors for 2018
8 Dec 2017 @ 05:13 am

Why does one website perform better than another in the search results? How can I ensure your website stands the best chance of ranking for your chosen target phrases?

These are the questions anyone involved with search engine optimisation is always being asked. The issue is that the answer is never straightforward.

Google certainly won't tell you, it's their "secret sauce".

Of course, if you have been in the industry long enough you have an idea of the concepts. That doesn't help when you need some facts to demonstrate to a client or your boss.

That's why I am so grateful to companies that do this research on our behalf.

Moz has been producing ranking factor reports for some time and their latest is the Local Search Ranking Factors of 2017.

For this podcast, we focus on the SEMRush Ranking Factors Report which has just recently been updated. This report contains some fantastic findings, including 5 new factors.

To get our view on the report listen in to this episode.

As always if you have any questions you can get in touch via Twitter @SeanClark.

Subscribe to this podcast via iTunesStitcher and now on Spotify.  If you like it we’d be grateful if you could leave a review.

Improve Your Pay Per Click ROI With Audience Lists
19 Nov 2017 @ 11:29 am

Have you ever wondered why your Facebook ads don’t give you a return on investment? Yet other people are always raving about their success with them.

Or do you continually see competitors bidding on generic terms on Google AdWords in your industry and wonder how they afford to do it?

Rather than placing ads in front of anyone that searches “dog food”, as an example, they are probably using pre-defined audience lists.

Audience lists can be derived from your website visitors, previous customers, newsletter sign-ups as well as in many other ways.

Listen in to this week’s show to find out how you can benefit from audience lists. Especially during the festive season.

How To Rank Number 1 In Search For A Competitive Keyword
4 Nov 2017 @ 10:02 am

There are a few different approaches to search engine optimisation, dependant on your objective.

It goes without saying that the first stage is always to carry out an SEO Site Audit. You need to maximise your advantage and having a search friendly website is critical.

If your objective is to drive organic traffic to your website, the most straightforward method for accomplishing this is to create regular content. As long as you have a solid content plan and you’ve done your research, traffic should start to flow over time.

Sometimes though you need to rank for that more competitive term. Normal blog content, however well planned will rarely cut it.

In this episode of the podcast, I’ll take you through a method used to rank number 1 in search for those more competitive terms.

Resources mentioned in the show:

Listen in and as always if you have any questions you can get in touch via Twitter @SeanClark.

Subscribe to this podcast via iTunes or Stitcher & if you like it we’d be grateful if you could leave a review.

5 Video Marketing Mistakes to Avoid with Michael Stiff
21 Oct 2017 @ 12:00 pm

Marketing videos when done well look simple and effective, but we’ve all been subjected to the “boring” corporate talking head.

This week on the show we have an expert in video creation and animation, Michael Stiff, co-founder and Director of All is Flux.

I’ve known Michael for a few years now and he’s produced amazing work for some of our clients.

So following on from our recent episode on using video for online marketing. Then our blog post demonstrating the 83% cost saving using video in Facebook advertising.

I thought it would be great if Michael could give us some tips on video creation.

If you’re looking to create your own marketing video in-house or brief ideas for an agency production, Michael discusses these common mistakes to look out for.

  • Lack of emotion & passion
  • Not targeting a specific audience profile
  • Pitching products & services features
  • Not defining an objective
  • Lack of editing

Listen in and as always if you have any questions you can get in touch via Twitter @SeanClark.

Subscribe to this podcast via iTunes or Stitcher & if you like it we’d be grateful if you could leave a review.

Marketing videos when done well look simple and effective, but we’ve all been subjected to the “boring” corporate talking head. This week on the show we have an expert in video creation and animation, Michael Stiff, co-founder and Director of All is

Understand Which Keywords Really Convert in Google AdWords
7 Oct 2017 @ 09:09 am

“Half the money I spend on advertising is wasted; the trouble is I don't know which half.” - John Wanamaker, US department store merchant (1838 - 1922).

For many years we believed online marketing went a long way to counter this statement. To some degree we were right.

In a much simpler environment, before multi-device usage, for example, understanding which channel of online marketing was working was reasonably simple.

A customer would typically use one computer to do their research and purchasing. Tracking their interactions with our marketing was reasonably easy to do.

Now users not only use multiple devices to research and purchase, they use much more complex search strategies too.

We’ve been so used to using the default Google AdWords, and Google Analytics, “Last Click” attribution model that some of the decisions we now make about which channels are bringing in the sales are incorrect.

In this week’s podcast, I discuss the various attribution models you can apply in Google AdWords and suggest which ones you should try. I will also introduce you to Google’s new “Data-Driven” attribution model and Smart Bidding.

Listen in to learn more.

Resources mentioned in the show

Google AdWords Data-Driven Attribution Model

Purple Bricks case study, a 28% uplift in conversions

Listen in and as always if you have any questions you can get in touch via Twitter @SeanClark.

Subscribe to this podcast via iTunes or Stitcher & if you like it we’d be grateful if you could leave a review.

Video Advertising Brings New Life To Online Marketing
8 Sep 2017 @ 04:57 am

Online consumption of video has seen a rapid growth in the past few years. As mobile becomes the go to device for browsing the web, video becomes the platform’s default content. So moving images are becoming ubiquitous amongst consumers.

As marketers we are always fighting for our audiences attention. Competing in a world crowded with content. Yet blog posts and images litter the web, with many banner ads unseen and much marketing content unread.

So is it time to move to a new medium, video?

Facebook and Google think so, and all the stats on video marketing point to an increased effectiveness from its use.

But video brings its own challenges when it comes to production. Most of these are resolved with the increasing power of devices like the iPhone and a range of apps, many free.

In this episode I’ll take you through some the findings, the challenges we face and the simple solutions that you can use to produce the perfect ad.

Resources:

Facebook’s Guide to Video Advertising (includes apps) https://www.facebook.com/business/m/facebook-video-ads

Facebook Video Ad Stats https://www.facebook.com/iq/articles/moving-pictures-the-persuasive-power-of-video

Google’s Guide to Advertising on YouTube https://www.thinkwithgoogle.com/features/youtube-playbook/

Improving User Experience Through UX Design & Usability with Tom Haczewski
22 Jul 2017 @ 09:04 am

We often focus so much on getting more and more people to our website, we often overlook their experience when they get there.

Improving your website’s conversion rate by 50% could work out a lot more cost effective than trying to get 50% more traffic. The bonus is that you get to keep that conversion rate once the work is done. Unlike the increase in traffic which you have to pay for to maintain.

So on this week’s show, we are going to talk about the “convert” rather than the “click”.

Tom Haczewski from The User Story joins me to discuss UX Design & Usability. Tom previously worked as an e-commerce analyst for Virgin Money. He has more than 11 years experience in usability research and UX design has more recently worked with the likes of ASDA, Virgin, HMV, Arco, Econsultancy, BBC and RAC.

Tom takes us through the differences between UX Design & Usability. It's relationship with conversion rate optimisation. The benefits of including these in the design and development process, and even how you can perform some simple Usability tests in-house.

So join us as we make an effort to improve your user experience.

Resources mentioned in the show:

Don't Make Me Think: A Common Sense Approach to Web Usability by Steve Krug User Testing What Users Do

Listen in and as always if you have any questions you can get in touch via Twitter @SeanClark.

Subscribe to this podcast via iTunes or Stitcher & if you like it we’d be grateful if you could leave a review.

How To Build An Audience On Social Media with Damian Keyes
8 Jul 2017 @ 11:32 am

On the podcast this week I talk with musician, entrepreneur and social media strategist Damian Keyes.

Damian founded The British Institute of Modern Music (BIMM) at age 18, which is now valued at over £50M. He then went on to build and invest in several other businesses including DK Music ManagementDK Music Academy & Warble Entertainment. Damian continues his music career and has played at London’s Hyde Park to 150,000 people alongside Eric Clapton, Alanis Morissette, The Who, & Bob Dylan.

There are many synergies when it comes to building a band and building a great social media presence. Damian provides a unique perspective from the music industry that many in the business world can learn from.

Join me as I discuss building your audience on social media with Damian.

Listen in and as always if you have any questions you can get in touch via Twitter @SeanClark.

Subscribe to this podcast via iTunes or Stitcher & if you like it we’d be grateful if you could leave a review.

Why Your Online Course Is Not Selling
24 Jun 2017 @ 11:52 am

On this week’s show Rob Tyson, former co-host, pays us a visit. Rob has been working on some new projects and gives us some insight into the future of online course and information products.

Rob has 12 years experience of running online course and membership websites. In this time the landscape has seen some big changes. The style of courses that did well 5 years ago no longer attract the attention they once did. Rob points out that you now need to create increased value with not only your course content but also the background support.

The rise of popular course listing websites like Udemy & Lynda.com has made much course material a commodity. Along with many websites selling other services listing course material completely free of charge in order to leverage sales of their core product.

So if you are interested in running an online course or sales of your existing course isn’t living up to expectation listen in to what Rob has to say.

You can find out more at RobTyson.net/webclass