#Agency 21: 3 Marketing Strategies to Toss & 3 to Keep w/ Patricia Beitler & Abigail Sierra

WEBVTT 1 00:00:05.919 --> 00:00:09.269 Hey everyone, logan with sweet fish here. As you may already know, 2 00:00:09.470 --> 00:00:14.070 we've had the HASHTAG agency series running for a while now here on bb growth. 3 00:00:14.830 --> 00:00:18.710 Over the next several weeks you'll be able to listen in to select episodes 4 00:00:19.030 --> 00:00:23.980 of the Innovative Agency, hosted by Sharon Tork, as she leads conversations with 5 00:00:24.179 --> 00:00:28.940 agency leaders about how their teams are staying on the cutting edge of marketing trends, 6 00:00:29.300 --> 00:00:33.380 how they're adapting their businesses to meet new challenges and a whole lot more. 7 00:00:34.140 --> 00:00:39.369 All right, let's get into the episode. Welcome everybody back to another 8 00:00:39.409 --> 00:00:43.729 episode of the Innovative Agency. It's share and tork with you today again, 9 00:00:44.009 --> 00:00:49.770 and I'm happy to be with you all and very happy as we are sitting 10 00:00:49.850 --> 00:00:53.719 here now. It's almost the end of February, two thousand and twenty, 11 00:00:53.920 --> 00:01:00.399 and so we're well into the year of executing our plans and thinking about what's 12 00:01:00.479 --> 00:01:06.590 working what's not working, which is an awesome dovetail into our theme for today's 13 00:01:06.629 --> 00:01:11.349 conversation, which is going to be about one of the trends and marketing that 14 00:01:11.829 --> 00:01:15.989 are actually working for agencies and their clients. And what are some of the 15 00:01:17.109 --> 00:01:22.019 ones you maybe want to reevaluate and think about making a pivot from and so 16 00:01:22.500 --> 00:01:27.819 here to guide us in our conversation today are the founder and the president of 17 00:01:27.939 --> 00:01:34.489 Velocitus, which is a communications and PR agency based in Miami but Doing Business 18 00:01:34.569 --> 00:01:40.969 Globally, Patricia Bitler. Patricia, welcome to the PODCAST. Thank you. 19 00:01:41.049 --> 00:01:45.209 Thank you for having us, and I don't want to welcome Abigail Sierra, 20 00:01:45.409 --> 00:01:49.680 who's director of content strategy for Velocitas as well. I have a work we're 21 00:01:49.719 --> 00:01:52.840 thrilled to have you joined us too. Hi. Great you have them go 22 00:01:53.000 --> 00:01:56.439 to be here. Thank you. So let's talk a little bit about about 23 00:01:56.480 --> 00:01:59.840 your agency. First of all, Patricia, kick this one over to you. 24 00:02:00.079 --> 00:02:04.670 Tell us a little bit about your founding story of velocity us and what 25 00:02:04.790 --> 00:02:09.550 you did before that and what made you decide to start an agency. Yeah, 26 00:02:09.669 --> 00:02:15.939 so my founding story is that my originally started as a web developer and 27 00:02:16.099 --> 00:02:22.259 my career path. I studied madge information systems and was always passionate about technology 28 00:02:22.419 --> 00:02:27.539 and utilizing it and I thought I was going to be a web developer up 29 00:02:27.539 --> 00:02:31.210 until a couple of years into working at a fortune five hundred and I just 30 00:02:31.370 --> 00:02:37.490 decided at the time that it was my real passion with people and helping them 31 00:02:37.610 --> 00:02:42.650 grow their companies and and also, you know, their brands and and when, 32 00:02:42.889 --> 00:02:47.000 when I originally started the agency was really focused on brand development, web 33 00:02:47.080 --> 00:02:52.479 development and design and then, you know, all the collateral and everything that 34 00:02:52.560 --> 00:02:57.520 they company needed, like more on the start up side and developing them. 35 00:02:57.800 --> 00:03:02.110 And and at the time it just I was positioning it more as a as 36 00:03:02.189 --> 00:03:08.189 that web branding digital space, and then organically we became a public relations agency 37 00:03:08.270 --> 00:03:14.460 as there was more request for that and on our first initial campaigns that we 38 00:03:14.580 --> 00:03:17.860 did were really successful. So, you know, the ages use continue to 39 00:03:17.900 --> 00:03:23.340 evolve and you know now, you know, almost eighteen years later, when 40 00:03:23.379 --> 00:03:27.210 it just continues. You know, we continue to grow in different areas with 41 00:03:27.330 --> 00:03:32.729 the digital space but also utilizing traditional public relations and conjunction with that. Hmm, 42 00:03:34.409 --> 00:03:38.090 do you find that the industries that you had experience in, because I 43 00:03:38.129 --> 00:03:43.520 know you're talking a little bit earlier and you've got a really deep technology background, 44 00:03:43.639 --> 00:03:46.080 but this is a little funny to me given my position, but you 45 00:03:46.199 --> 00:03:52.840 also experience working in law firbs? Yeah, one of my first positions while 46 00:03:52.840 --> 00:03:55.949 I was still in college was at a pretty big law firm in Miami that 47 00:03:57.710 --> 00:04:00.789 we were. I was doing their it and we were doing more of the 48 00:04:02.030 --> 00:04:06.150 hardware or all of the infrastructure for the Ike and in the back room, 49 00:04:06.509 --> 00:04:10.539 and I really realized at that point that I was definitely not going to be 50 00:04:10.659 --> 00:04:17.300 doing that. But going best cards and all it was. I immediately I 51 00:04:17.379 --> 00:04:19.459 was only there for a few months, and I'm like yeah, no, 52 00:04:19.819 --> 00:04:25.209 I this is are gonna Happen. Help me decide. At that Pars like 53 00:04:25.329 --> 00:04:27.410 okay, well, now I had already studied at my ass and that was 54 00:04:27.490 --> 00:04:29.490 my major. So then that's when I was like, okay, I'll just 55 00:04:29.610 --> 00:04:34.290 do web development. Well, no, friends taken. Trust me, the 56 00:04:34.649 --> 00:04:38.449 world is filled with people who used to work at law firms, that's for 57 00:04:38.569 --> 00:04:43.759 sure, and I many days can understand why. And but I've also think 58 00:04:43.839 --> 00:04:47.800 that everything that you do in your career ultimately leads you along. Your payath 59 00:04:48.079 --> 00:04:53.389 might be laterally sometimes, but you were there for a reason and I'm sure 60 00:04:53.389 --> 00:04:57.269 you learned some things that are informing your work today, because one of your 61 00:04:57.310 --> 00:05:01.470 verticals at your agency is the legal marketplace. Correct. Yes, absolutely, 62 00:05:01.509 --> 00:05:08.139 I agree with you a hundred percent. There's a see the full circle always 63 00:05:08.220 --> 00:05:13.139 coming back round. So that I mean it's definitely all related. So, 64 00:05:13.300 --> 00:05:15.180 abby, tell us a little bit about your story. Your director of content 65 00:05:15.300 --> 00:05:20.569 strategy for the agency. What was your background before you joined velocity us and 66 00:05:20.850 --> 00:05:26.209 and what's your role at the agency today? Right I am director of content 67 00:05:26.449 --> 00:05:30.250 and I'm which is practically the opposite of a lawyer, but I do have 68 00:05:30.329 --> 00:05:33.009 a lot of attorneys in my family, so that is part of how that 69 00:05:33.129 --> 00:05:36.240 ties in with the vertical as well and, as Patricia mentioned, coming full 70 00:05:36.319 --> 00:05:43.120 circle. My career started actually in PR and traditional PR, as I was 71 00:05:43.160 --> 00:05:47.439 mentioning the you know, writing press releases and actually faxing them over to journalists 72 00:05:47.519 --> 00:05:53.670 and waiting for responses and securing traditional media stories, you know in newspapers and 73 00:05:53.790 --> 00:05:57.829 magazines. You know, back when PR was was very traditional. So it's 74 00:05:57.870 --> 00:06:01.509 evolved a lot. I also did celebrity public relations in Los Angeles and work 75 00:06:01.589 --> 00:06:08.459 at some lifestyle PR firms in Miami with all sorts of different events and media 76 00:06:08.500 --> 00:06:13.660 strategies and PR stunts and things of that nature. So and I'm now sort 77 00:06:13.699 --> 00:06:18.449 of transitioned over into content, which is a new form of PR in terms 78 00:06:18.490 --> 00:06:21.529 of you don't have to necessarily always wait for the journalist to pick up your 79 00:06:21.569 --> 00:06:26.209 story in order to put your your message out there. You can create content 80 00:06:26.250 --> 00:06:30.329 on your linkedin you can create it for your website love you can revise your 81 00:06:30.370 --> 00:06:32.839 website to be fresh and new and put your message out there in that way 82 00:06:32.959 --> 00:06:39.079 too. So what we do absolutely focused on PR and digital PR, print 83 00:06:39.160 --> 00:06:42.399 PR and those sorts of placements. We also focus on the content side of 84 00:06:42.439 --> 00:06:47.189 it too, as another vehicle right for kind mess which well, I think 85 00:06:47.350 --> 00:06:55.949 that it's so easy to get overwhelmed now with the amount of opportunity and tactics 86 00:06:56.110 --> 00:07:02.100 and as an agency leader and owner listening to this, I know from experience 87 00:07:02.259 --> 00:07:06.300 working with these folks and talking to a lot of them that the number of 88 00:07:08.779 --> 00:07:12.379 tactics who can suggest to a client to help them reach their business goal, 89 00:07:13.180 --> 00:07:16.769 it can sume endless. Some days. There are strategies that work for certain 90 00:07:16.810 --> 00:07:21.050 goals but not so well for other goals. There are strategies that work more 91 00:07:21.089 --> 00:07:28.730 quickly in some circumstances and our longer plays in other circumstances. So but there 92 00:07:28.850 --> 00:07:32.560 always tends to be some buzz around maybe, I don't know, three to 93 00:07:32.720 --> 00:07:38.399 five tactics or three to five trends, and so I really when we talked 94 00:07:38.399 --> 00:07:42.759 about the opportunity to discuss some trends to keep in trends to toss. I 95 00:07:42.879 --> 00:07:46.589 really piqued my interest because I think it can be exhausting to keep track of 96 00:07:46.750 --> 00:07:51.670 all the options that an agency might have in its tool kit to help its 97 00:07:51.750 --> 00:07:57.269 clients achieve their goals. So so let's talk about some of these things, 98 00:07:57.389 --> 00:08:01.019 and I love to hear from both of you about let's talk about the ones 99 00:08:01.060 --> 00:08:05.339 to toss. First of all, what marketing tactics to you? Are you 100 00:08:05.139 --> 00:08:11.740 strong advocates for reconsidering or maybe tossing, as we're sitting here at the beginning 101 00:08:11.779 --> 00:08:15.410 of two thousand and twenty? Yeah, so we put it together some ideas 102 00:08:15.449 --> 00:08:20.769 in terms of these trends that really they can absolutely work for certain types of 103 00:08:20.850 --> 00:08:24.009 companies and in certain cases, and especially have done well. However, for 104 00:08:24.170 --> 00:08:28.600 the average be to be company, these aren't necessarily tactics to keep. You 105 00:08:28.720 --> 00:08:33.080 can toss these or use them in a different way that is strategic and you 106 00:08:33.200 --> 00:08:37.000 really put some thought into it. The first on our list are is immediate 107 00:08:37.120 --> 00:08:41.789 website popups. So I'm sure you know when you've been on a website and 108 00:08:41.870 --> 00:08:46.429 your land there, whether you've arrived from social media or from an email campaign 109 00:08:46.470 --> 00:08:50.389 or from a PR story. You want to take a look at the website 110 00:08:50.429 --> 00:08:54.070 for a few seconds, if not a minute or two, before you see 111 00:08:54.070 --> 00:08:56.580 a pop up about join our mailing list or, you know, some kind 112 00:08:56.620 --> 00:09:01.059 of message screening in your face right. So that is a marketing tactic that 113 00:09:01.139 --> 00:09:07.460 we recommend tossing unless you're doing it correctly. So our suggestion on that is 114 00:09:07.500 --> 00:09:11.049 to make sure that those popups don't show up for at least ten, eight, 115 00:09:11.169 --> 00:09:13.450 ten or twelve seconds and that you're using them in a way that's really 116 00:09:13.490 --> 00:09:18.370 smart and intelligent, where they're not on every single page and they're not annoying 117 00:09:18.450 --> 00:09:20.850 the visitor, because the visitor will click off of them and leave your website. 118 00:09:20.889 --> 00:09:24.240 Yeah, I was curious about that. I first of all, I 119 00:09:24.360 --> 00:09:28.639 who heartily endorse that one. I'm not a marketing professional, I just work 120 00:09:28.720 --> 00:09:33.600 with them, but I do know that it is so easy. Our attention 121 00:09:33.720 --> 00:09:37.399 spans are so much shorter as a result of using digital tools. Do you 122 00:09:37.559 --> 00:09:41.990 think that that those popups actually is there data to support it? They actually 123 00:09:43.110 --> 00:09:46.190 work as that why some marketer still use them. I find them intensely annoying, 124 00:09:46.669 --> 00:09:52.299 but from level. Otherwise markers would still be using them. So what 125 00:09:52.500 --> 00:09:56.779 one might they still work? Yes, they do work, and they work 126 00:09:56.899 --> 00:10:01.820 for gathering leads, if you are getting away. The reason we have that 127 00:10:01.940 --> 00:10:03.860 on our toss list is because a lot of people aren't using them correctly. 128 00:10:05.100 --> 00:10:09.090 So either just toss it and stop annoying your visitors, or sit back and 129 00:10:09.289 --> 00:10:11.450 make a minute and think about how to make it better. So, for 130 00:10:11.610 --> 00:10:15.970 example, as as I mentioned, was leaving, not having the pop up 131 00:10:15.970 --> 00:10:18.490 show up for at least about ten seconds, probably at a minimum. You 132 00:10:18.529 --> 00:10:20.879 know, give the visitor some time to take a look at your site, 133 00:10:22.320 --> 00:10:24.120 to check it out. As you mentioned, share and people have very short 134 00:10:24.240 --> 00:10:28.759 attention span, so you do want to capture them pretty quickly, but again 135 00:10:28.840 --> 00:10:31.879 with, you know, not crossing the line of annoying them. And the 136 00:10:31.960 --> 00:10:35.559 other piece to consider in terms of those website pop ups are what are you 137 00:10:35.710 --> 00:10:39.710 offering and exchange for giving your personal information? Is it just ten percent off? 138 00:10:39.909 --> 00:10:43.549 Is it something specific? Is it a free consultation? So make sure 139 00:10:43.590 --> 00:10:48.549 what you're offering is valuable and you'll see you a better return on those popups. 140 00:10:48.309 --> 00:10:52.820 Okay, that's great advice, sir. So toss the pop up unless 141 00:10:52.860 --> 00:10:58.860 you're willing to invest some time and energy and doing it correctly and thinking about 142 00:10:58.860 --> 00:11:05.090 your strategy behind it exactly. Okay, what's next to toss chat boss? 143 00:11:05.730 --> 00:11:11.610 ha ha ha. Really, yeah, US, don't you? Because everybody 144 00:11:11.649 --> 00:11:15.490 I know WHO's trying to add one. So let's think. Tell me what 145 00:11:15.610 --> 00:11:18.370 you mean. Everyone there. They're trying to add one. Is that what 146 00:11:18.450 --> 00:11:22.200 you're saying? Yeah, I mean it did definitely. Whatever I hear them 147 00:11:22.279 --> 00:11:24.840 talking about the tactic, it's because they're adding that, because they're thinking about 148 00:11:24.840 --> 00:11:30.080 getting rid of so I would love to hear your perspective on this. Yeah, 149 00:11:30.080 --> 00:11:31.870 I mean, there's different than one side of the too. Is a 150 00:11:31.909 --> 00:11:35.990 lot of people, even though everybody's trying to use AI and use technology as 151 00:11:37.029 --> 00:11:41.110 a way to to not have to connect with people. I mean people want 152 00:11:41.149 --> 00:11:46.269 to connect with people. So I think sometimes it's sometimes it could facilitate help. 153 00:11:46.389 --> 00:11:50.419 Like let's say you're going to you know you're at a windcom for example, 154 00:11:50.659 --> 00:11:54.340 or some other company that you need something immediately at that moment. But 155 00:11:54.500 --> 00:11:58.220 some of them are also taking they take too long to even respond and there's 156 00:11:58.220 --> 00:12:03.850 too many issues that cause. They creates more frustration from the customer as opposed 157 00:12:03.889 --> 00:12:05.169 to, you know, having or you know what I'm saying. So I 158 00:12:05.169 --> 00:12:09.929 think there's certain delays, like even or even when you set up a chapel. 159 00:12:09.970 --> 00:12:13.649 We're actually just talking about this earlier with hootsweet that you know, we 160 00:12:13.690 --> 00:12:18.879 utilize hootsweet for the social media accounts that we manage and you know we had 161 00:12:18.960 --> 00:12:22.120 some issues with them with that there. So it's like it seems to be, 162 00:12:22.720 --> 00:12:26.240 you know, unless you have something somebody like seven, you know what 163 00:12:26.320 --> 00:12:30.870 I mean, handling that, which is rare. I mean you're really not 164 00:12:30.909 --> 00:12:37.990 going to just yeah. So I mean that's that's my two cents on experiences 165 00:12:37.070 --> 00:12:41.830 with that. So I don't know. There's just something about having that one 166 00:12:41.950 --> 00:12:46.700 on one, you know, or immediate satisfaction that then may not be there. 167 00:12:46.779 --> 00:12:50.059 Just keeps coming up or they're trying to hound you when you're actually just 168 00:12:50.179 --> 00:12:54.539 trying to see or experience the site. Let's say you first got on a 169 00:12:54.580 --> 00:12:56.659 site, then like hey, how you doing? How can to help you, 170 00:12:56.980 --> 00:13:00.610 and you're like hello, I am like that. It's almost like if 171 00:13:00.649 --> 00:13:03.289 you're in if you think of it from people standpoint, like if you walk 172 00:13:03.330 --> 00:13:07.009 into a store and there's a salesperson in your face the whole time while you're 173 00:13:07.009 --> 00:13:09.570 trying to look at something. Yeah, well, I mean, and what 174 00:13:09.610 --> 00:13:13.879 I'm taking away from that is, first of all, the companies that are 175 00:13:15.799 --> 00:13:20.799 as a technology has gotten cheaper, right and easier to install. It's sort 176 00:13:20.840 --> 00:13:26.990 of dehumanize the interaction between the customer and and the brand, which is exactly 177 00:13:28.909 --> 00:13:31.309 what you don't want, I think, right now, and marketing, because 178 00:13:33.190 --> 00:13:37.950 I think creating human connections is something that marketing struggles to do more of, 179 00:13:37.269 --> 00:13:39.909 and when they were, you're taking that element out. So what I hear 180 00:13:41.110 --> 00:13:46.980 from you is that we're not humanizing that feature enough by putting enough resources behind 181 00:13:46.019 --> 00:13:50.059 it to actually have active listening by a human when somebody's using the tool. 182 00:13:50.620 --> 00:13:54.340 And then, secondly, it's the same as with the pop up discussion that 183 00:13:54.659 --> 00:14:00.090 Abbey engaged us in minute ago, which is their pop there. It's just 184 00:14:00.769 --> 00:14:05.809 in your face too quickly, exactly examically, and the average business doesn't necessarily 185 00:14:05.850 --> 00:14:09.730 eat a CHAPBOT. They can work for software companies, absolutely, but even 186 00:14:09.769 --> 00:14:13.440 as Patricia mentioned, you know, they're not always the full proof solution either. 187 00:14:13.919 --> 00:14:16.559 You know, and again going back to the example of who sweet where 188 00:14:16.720 --> 00:14:20.039 we had one of us, one of our team members, was asking a 189 00:14:20.120 --> 00:14:24.669 question of the Chapbot and another one of our team members said, let's see 190 00:14:24.710 --> 00:14:28.070 who gets the answer quicker. Went ahead and googled the question. Immediately found 191 00:14:28.070 --> 00:14:31.870 a blog on hoot sweets own website with the answer right then and there, 192 00:14:33.029 --> 00:14:35.870 and it was a matter of probably ten minutes before the Chatbot, you know, 193 00:14:35.990 --> 00:14:39.779 was able to resolve the issue and give us our answer, where we 194 00:14:39.820 --> 00:14:43.340 were able to Google it ourselves. And even just who sweet putting their own 195 00:14:43.379 --> 00:14:46.179 content out there was a better solution than the CHATBOT. So for the average 196 00:14:46.220 --> 00:14:50.539 business, a chat bought is probably a marketing trend that you could toss. 197 00:14:50.220 --> 00:14:54.649 Yeah, it makes sense to me, and I think that we're not yet 198 00:14:54.370 --> 00:15:01.889 at at a point where ai and machine learning are advanced far enough so that 199 00:15:01.009 --> 00:15:09.240 these tools or maybe practical to implement and expensively at a level of quality that 200 00:15:09.440 --> 00:15:15.000 our clients expect from us, our customers expect from us. Exactly makes sense. 201 00:15:15.039 --> 00:15:18.799 M All right, well, should we be thinking about tossing and you 202 00:15:18.159 --> 00:15:24.710 both of you let me know when we're ready to talk about keepers pleating right 203 00:15:24.710 --> 00:15:28.950 now. So I'm thinking talk. So far, this is our last toss, 204 00:15:28.269 --> 00:15:31.070 our last trend to toss, and that's feeling the need to be on 205 00:15:31.190 --> 00:15:35.940 every single social media channel. So, for example, you know Tick Tock, 206 00:15:37.019 --> 00:15:39.740 I'm sure you've heard of has come out and it's incredibly popular with the 207 00:15:39.740 --> 00:15:43.340 dance and the music and, you know, really engaging people of a certain 208 00:15:43.379 --> 00:15:46.980 demographic. But is that right for every single business? Absolutely not, and 209 00:15:48.100 --> 00:15:52.009 it's probably not worth your time and investment to go on every single social channel, 210 00:15:52.090 --> 00:15:56.690 you know, from snapchat, snapchat to tick tock to twitter. Really, 211 00:15:56.730 --> 00:16:00.970 when you're focusing on a be to be social media, you should be 212 00:16:02.090 --> 00:16:06.080 focusing your efforts on Linkedin, maybe facebook, but you know, kind of 213 00:16:06.080 --> 00:16:11.320 keeping it streamlined and not wasting money and advertising dollars on platforms that aren't going 214 00:16:11.360 --> 00:16:15.559 to get you the results that you need. So you shouldn't necessarily feel like 215 00:16:15.639 --> 00:16:18.190 you have to be on every single channel. So I would love to hear 216 00:16:18.309 --> 00:16:22.830 some coaching from both of you to the agency owner or leader who might be 217 00:16:22.950 --> 00:16:26.950 listening to this and has this problem, and I'm sure you've experienced it. 218 00:16:27.230 --> 00:16:33.940 Your Agency to the client is the one pressuring the agency to be in a 219 00:16:33.019 --> 00:16:40.059 specific channel or are trying a specific platform that they don't really have a clear 220 00:16:40.139 --> 00:16:44.340 game plan for why they want to be there, other than it's trending right 221 00:16:44.379 --> 00:16:48.210 now. So I don't know if you've ever had to have those conversations with 222 00:16:48.330 --> 00:16:53.570 your clients and if you have, I'd love your tips on how to coach 223 00:16:55.570 --> 00:16:57.929 the client through that so that you can help them understand the wisdom of not 224 00:16:59.210 --> 00:17:03.039 trying to spread themselves too thin. Yeah, I mean I think that the 225 00:17:03.440 --> 00:17:06.279 first thing you got to think about is who the target audience is, right 226 00:17:06.440 --> 00:17:11.559 so like, for example, for attorney's attorneys, really their business comes from 227 00:17:11.839 --> 00:17:15.869 other attorneys or other businesses or you know, it really makes sense for attorneys 228 00:17:15.910 --> 00:17:21.869 to be on Linkedin. That's really where they're. So I think that once 229 00:17:21.990 --> 00:17:25.670 you have that, that element, or you're thinking about who the target audiences 230 00:17:25.750 --> 00:17:29.349 then you could tell them like, let's say, attorneys don't really belong on 231 00:17:30.099 --> 00:17:33.099 Tick Tock, you know what I mean, like that doesn't make sense. 232 00:17:33.740 --> 00:17:37.660 So it's like things like that that you have to like explain it to them, 233 00:17:37.059 --> 00:17:38.900 you know, in a way where, like you, you want to 234 00:17:38.980 --> 00:17:44.730 ask them who their target audiences then they can get a better understanding and say, 235 00:17:44.809 --> 00:17:48.130 well, here this, this is the audience that's here and this is 236 00:17:48.289 --> 00:17:51.089 where you need to be and this is why, and just kind of go 237 00:17:51.289 --> 00:17:53.490 through it and once once, it's almost like educating them. It's like it's 238 00:17:53.529 --> 00:17:57.289 funny, I think, as marketers were constant educators. We're to. We 239 00:17:57.410 --> 00:18:03.000 have to educate them on the value or how it works with reporting. You 240 00:18:03.079 --> 00:18:07.920 know everything and how you can measure things and and actually, ironically, it 241 00:18:07.039 --> 00:18:12.829 all goes back to ID because now everything, with Google analytics, with the 242 00:18:12.950 --> 00:18:18.349 social media reports and everything else, it's all connected that you can measure it 243 00:18:18.869 --> 00:18:22.029 and then they want you to measure it. You mean, that's a whole 244 00:18:22.029 --> 00:18:26.299 other discussion and of itself, right, but I think specifically when it comes 245 00:18:26.339 --> 00:18:32.420 to social media, it is still something for them to understand and understand why 246 00:18:32.539 --> 00:18:37.339 they don't really belong on certain channels, you know, and even as same 247 00:18:37.420 --> 00:18:41.089 as for instagram. You know, we don't really usually recommend instagram in that 248 00:18:41.250 --> 00:18:45.490 space either, because it's just not as it really makes sense, like the 249 00:18:45.930 --> 00:18:49.730 age group and everything else. I mean it's evolving. So instagram is really 250 00:18:51.250 --> 00:18:53.609 you know, it continues to evolved as we speak, but it just just 251 00:18:53.809 --> 00:18:59.519 want to exactly the target market piece is really the most easiest way for them 252 00:18:59.759 --> 00:19:03.160 to understand. Yeah, well, I totally agree. I mean, if 253 00:19:03.200 --> 00:19:07.839 you, if I you know, I happen to own a be tob focus 254 00:19:07.880 --> 00:19:12.630 law firm, but if I was a law firm that represented college students who 255 00:19:14.349 --> 00:19:18.910 got traffic tickets or Dui citations, then yeah, maybe I might want to 256 00:19:18.990 --> 00:19:22.789 throw some money at trying to do something fun or creative on Ticktock just to 257 00:19:22.910 --> 00:19:29.019 experiment and see whether that resonates with the kind of audience that I serve. 258 00:19:29.259 --> 00:19:34.900 But I think that you're right. It comes down to being confident enough as 259 00:19:34.900 --> 00:19:41.410 an agency leader to sit the client down and and really force them to think 260 00:19:41.450 --> 00:19:47.930 about who their their prospect is, who their avatar is for an ideal business 261 00:19:48.009 --> 00:19:52.400 relationship, and and then pick the platforms based on the answers to those questions 262 00:19:52.440 --> 00:19:57.279 that make sense to me. Exactly. Awesome. All right. So what 263 00:19:57.720 --> 00:20:03.200 is working and what should we be keeping and maybe doubling down on? And 264 00:20:03.599 --> 00:20:07.029 in terms of our marketing tractics, so these are the pieces that were most 265 00:20:07.029 --> 00:20:12.069 passionate about. Are Keep Marketing trends to keep, which are really, you 266 00:20:12.150 --> 00:20:15.869 know, Evergreen trends that we think are heading into two thousand and twenty and 267 00:20:15.950 --> 00:20:19.309 beyond are going to continue to be strong, and the three of those that 268 00:20:19.509 --> 00:20:26.619 we want to focus on our PR video and email marketing awesome. So it's 269 00:20:26.660 --> 00:20:30.059 so funny because they don't sound trendy at all, but I agree with you 270 00:20:30.259 --> 00:20:34.099 that they are there. Those are channels that are constantly reinventing themselves. So 271 00:20:34.259 --> 00:20:40.329 let's talk a little bit about pr first and how that is evolved and why 272 00:20:40.369 --> 00:20:42.890 it's a trend to keep. Yeah, so the PR trend and focusing on 273 00:20:44.009 --> 00:20:47.809 it for two thousand and twenty and beyond was really important because of the digital 274 00:20:47.849 --> 00:20:53.519 aspect and how much you can use your pr policeman's across all different facets of 275 00:20:53.599 --> 00:20:57.119 Your Business and the value in that. So, for example, if you 276 00:20:57.160 --> 00:21:00.400 put out a press release on a PR newswire, the results of that are 277 00:21:00.440 --> 00:21:04.230 not only the pickups and having your message out there in the way that you 278 00:21:04.309 --> 00:21:08.750 want to showcase it, but it's also the seo links that when someone googles 279 00:21:08.789 --> 00:21:11.829 your business now, they'll they'll hear all about it. So, for example, 280 00:21:11.829 --> 00:21:15.910 we had a client who had an event a couple of months ago and 281 00:21:15.950 --> 00:21:18.539 it was a really big event for that's going to be their annual event, 282 00:21:18.660 --> 00:21:22.140 so we made sure to put out a PR newswire about it so that next 283 00:21:22.180 --> 00:21:27.099 year, when they're gathering sponsorships, or looking for strategic partners for the event. 284 00:21:27.619 --> 00:21:32.299 There's information right there online about it. So that's something that and this 285 00:21:32.339 --> 00:21:36.250 day and age, it's a trend you almost can't ignore in order to build 286 00:21:36.250 --> 00:21:38.650 your business, to build your brand online. Okay, makes sense to me 287 00:21:38.890 --> 00:21:42.529 as well. I think, and we were talking earlier, Abbey, as 288 00:21:42.609 --> 00:21:52.400 we were getting ready for our conversation today, about how really our own platforms 289 00:21:52.440 --> 00:21:57.319 are some of our best pr opportunities and how that has changed the landscape for 290 00:21:57.440 --> 00:22:02.990 pr so much. Do you find that your clients are more interested in, 291 00:22:03.430 --> 00:22:11.150 or willing to invest resources in building up their own platforms and properties versus investing 292 00:22:11.190 --> 00:22:15.900 in more traditional pre absolutely, and it goes and it goes across a couple 293 00:22:15.940 --> 00:22:19.059 of different facets to or whether it's adding a new section to their website. 294 00:22:19.099 --> 00:22:22.220 We have a lot of clients who, if they don't you know, they 295 00:22:22.259 --> 00:22:23.619 come in as a new client and if they don't already have that, we 296 00:22:23.740 --> 00:22:27.099 absolutely suggest it that you have your own newsroom, that you can kind of 297 00:22:27.140 --> 00:22:32.410 own that channel, whether it's also adding a blog to your website to continue 298 00:22:32.450 --> 00:22:36.410 putting your message out there in a different way, or whether it's even going 299 00:22:36.569 --> 00:22:40.970 as far as creating a facebook group as a way to own your channel and 300 00:22:41.130 --> 00:22:42.930 be able to kind of have the message out there in that way as well, 301 00:22:44.009 --> 00:22:45.960 with people interacting. It's just kind of a different facet of it. 302 00:22:47.680 --> 00:22:52.880 So what I think of video and voice? I'd really love to get your 303 00:22:52.920 --> 00:22:56.880 perspective, as we talked about video next as one of the trends to keep, 304 00:22:56.480 --> 00:23:02.910 do you find clients a little conflicted about how they spend their resources on 305 00:23:02.990 --> 00:23:07.630 video versus voice right now in terms of tactics? And then talk a little 306 00:23:07.670 --> 00:23:11.269 bit also, if you don't mind, about what about videos working and maybe 307 00:23:11.940 --> 00:23:15.220 maybe what us to stay away from them, because it's such a big topic 308 00:23:15.339 --> 00:23:18.460 and it's easy to throw a lot of money at it. It's also easy 309 00:23:18.500 --> 00:23:23.299 to do it very inexpensively, but sometimes badly. Yeah, and I think 310 00:23:23.299 --> 00:23:26.289 it also has to do with the person. You know, like who the 311 00:23:26.329 --> 00:23:32.130 business owner is, and you know if they have if they feel comfortable in 312 00:23:32.210 --> 00:23:33.970 front of the camera. And I think in our experience, you know, 313 00:23:34.049 --> 00:23:37.490 we've had some clients that feel very comfortable in front of the in front of 314 00:23:37.490 --> 00:23:41.599 the camera and then some that don't. And and when they don't, it's 315 00:23:41.599 --> 00:23:48.039 actually very clear and and it creates it makes it more challenging. But you 316 00:23:48.119 --> 00:23:49.759 know, like I said, if you have somebody who does and you were 317 00:23:49.759 --> 00:23:55.160 able to make it work, it's a great introduction to a business to make 318 00:23:55.240 --> 00:23:57.990 you feel like you can connect with them and learn about them in a way 319 00:23:59.109 --> 00:24:03.670 without prior to an initial contact. So I think from that standpoint it's really 320 00:24:03.710 --> 00:24:08.190 beneficial. I mean, some people rely on it on an ongoing basis where 321 00:24:08.230 --> 00:24:11.819 they're producing, you know, a lot of content, and the thing about 322 00:24:11.819 --> 00:24:15.180 it is that everybody nobody wants to read anymore, you know, and I 323 00:24:15.500 --> 00:24:19.819 know I love reading big ather reader of, you know, newspapers, which 324 00:24:19.980 --> 00:24:26.609 people don't even know what that is anymore. But yeah, and it's funny 325 00:24:26.609 --> 00:24:30.170 because everybody just wants snippets and they wanted very quickly, and even if you 326 00:24:30.329 --> 00:24:36.490 see your need online, everything is now really moving more into that motion short 327 00:24:36.529 --> 00:24:38.960 quick so I mean there really is so many benefits from it. It also 328 00:24:40.000 --> 00:24:42.599 goes to Youtube and then you have your own Youtube Channel, which obviously we've 329 00:24:42.640 --> 00:24:49.200 seen has exploded, but you also have another youtube also facilitate search engine optimization. 330 00:24:49.799 --> 00:24:52.670 So that's another great way. You know, once you have a video, 331 00:24:52.829 --> 00:24:56.109 it's really you could do so much with it. And try to put 332 00:24:56.109 --> 00:25:00.470 it out there and almost use it as your own personal commercial. So we 333 00:25:00.630 --> 00:25:04.829 really do recommend having some video aspects to what it is you're doing in conjunction 334 00:25:04.950 --> 00:25:08.420 with everything else, even if it's just like an intro to the company or 335 00:25:08.539 --> 00:25:15.539 to get to know the CEO or just some some element that will give people 336 00:25:15.539 --> 00:25:21.609 a feeling for for that entity prior to engaging. So you feel like I'd 337 00:25:21.650 --> 00:25:25.210 love to get your take on this. To you feel like, let's assume 338 00:25:25.529 --> 00:25:29.769 that somebody is comfortable in front of a camera, so we'll remove that variable 339 00:25:30.289 --> 00:25:34.089 from the question. But do you have an opinion on how high the level 340 00:25:34.130 --> 00:25:40.960 of production quality needs to be to actually throw videos up on youtube or on 341 00:25:41.079 --> 00:25:45.359 some of the social platforms? I think, from my point of view, 342 00:25:45.519 --> 00:25:49.630 although you can't do is much with editing and captioning and things like that, 343 00:25:49.670 --> 00:25:56.470 that sometimes the the ones that are uploaded from somebody's phone are just as informative 344 00:25:56.589 --> 00:26:02.150 and effective as the high the highly produced, more slightly produced stuff. And 345 00:26:02.269 --> 00:26:07.619 so do you have an opinion about production quality and whether it really impacts how 346 00:26:07.740 --> 00:26:11.460 a video reson or whether it's effective for a brand? You know, it's 347 00:26:11.460 --> 00:26:15.380 funny, I just had this conversation with our videographer last week. We have 348 00:26:15.619 --> 00:26:18.650 a couple of different videographers that we use and one of our, one of 349 00:26:18.730 --> 00:26:22.529 us, is like cinematography style. I mean she's amazing. She does like 350 00:26:22.690 --> 00:26:26.170 these in everything. It looks, you know, top of the line, 351 00:26:26.210 --> 00:26:30.450 incredible. And then our other videographer is really told me exactly what you just 352 00:26:30.569 --> 00:26:33.799 said. He's like, you know, always have to have the big production, 353 00:26:34.200 --> 00:26:38.480 and I mean for us, we are such sticklers for detail and we 354 00:26:38.680 --> 00:26:42.599 want and because we're also in the same space with B tob and just making 355 00:26:42.680 --> 00:26:48.710 things look very professional, I personally prefer like a little bit more of that 356 00:26:48.829 --> 00:26:52.789 higher just because it's it just makes more sense and if you're depending on who 357 00:26:52.789 --> 00:26:56.470 your target market is and other businesses, but I want it's very professional. 358 00:26:56.789 --> 00:27:00.750 But you know, nowadays there's also you know, the cameras on your phone 359 00:27:00.829 --> 00:27:03.900 have changed a lot to the quality that you can produce now. You know, 360 00:27:03.099 --> 00:27:07.779 we've seen the commercials for Apple. It books incredible. It does. 361 00:27:07.500 --> 00:27:11.339 I think that if you have the skill set and you could do it with 362 00:27:11.460 --> 00:27:15.009 your phone, it could probably come out very nice. So I mean it 363 00:27:15.130 --> 00:27:18.009 just depends, I think, on WHO's shooting it, how you're editing it 364 00:27:18.049 --> 00:27:23.210 a little bit, as opposed to just having some somebody's talking head in your 365 00:27:23.250 --> 00:27:26.130 face. That's kind of you know, not you know what I mean. 366 00:27:26.170 --> 00:27:30.960 I it's something that we hate it. It has to be something that everybody 367 00:27:30.000 --> 00:27:33.279 can connect with and not, and most people don't like. You could see 368 00:27:33.279 --> 00:27:38.119 a face seat a Selfie, but not like in your face video. You 369 00:27:38.240 --> 00:27:44.589 know, it's that the most professional format, you know especially. I think 370 00:27:44.670 --> 00:27:48.029 you're right, and I think there's a difference between the type of video that 371 00:27:48.109 --> 00:27:52.349 you might want to use at a an investor pitch if you're a startup company, 372 00:27:52.589 --> 00:27:57.980 versus the type that you might want to post as a weekly linkedin update 373 00:27:59.220 --> 00:28:03.779 about recent developments in your industry. I mean one needs to be probably more 374 00:28:03.819 --> 00:28:07.859 highly produced and polished than the other. Right, it depends on what you're 375 00:28:07.859 --> 00:28:11.220 going to use it for, who the audiences for it, and if you've 376 00:28:11.220 --> 00:28:15.529 got skill at actually making the finished product look decent when the production quality isn't 377 00:28:17.009 --> 00:28:19.930 super high. Yeah, definitely. I mean it just has to look professional, 378 00:28:19.970 --> 00:28:22.890 especially if it's coming from a business, you know, some screen, 379 00:28:23.250 --> 00:28:26.640 you know. Yeah, you know, and I've had the experience at just 380 00:28:26.799 --> 00:28:33.240 to to give a personal anecdote of any experience where I have a client industry 381 00:28:33.359 --> 00:28:37.880 that actually appreciates a degree of informality, and so if you're too formal and 382 00:28:37.039 --> 00:28:44.829 too polished and as a lawyer or an accountant or a consultant, it can 383 00:28:44.869 --> 00:28:51.309 be hard to connect with some of your ideal perspective clients. And so I 384 00:28:51.509 --> 00:28:55.710 just think it's a it's a it's feels to me like case by case decision 385 00:28:55.900 --> 00:28:57.779 that you have to make based on who what you're trying to say and who 386 00:28:57.779 --> 00:29:02.019 you're saying it too. Absolutely, I really say that there's no one size 387 00:29:02.059 --> 00:29:03.779 fits all for anybody. Like you will say, Oh, do you have 388 00:29:03.940 --> 00:29:07.380 a package that you can send me, and I'm like no, I can't 389 00:29:07.539 --> 00:29:11.849 create a package for you until I know what your needs are, who your 390 00:29:11.890 --> 00:29:15.609 audience is, what your vision is. You know, like it doesn't make 391 00:29:15.769 --> 00:29:18.890 sense for you to have that. You know, and I had. I 392 00:29:18.009 --> 00:29:22.970 definitely agree that, that personal touch. That's something else too, that's really 393 00:29:22.009 --> 00:29:26.880 changed that now everybody wants to connect on a personal level or personal way, 394 00:29:27.400 --> 00:29:30.880 and that's why they're on all these different channels, you know, as opposed 395 00:29:30.920 --> 00:29:33.319 to just the business. You know that there used to be a lot more 396 00:29:33.359 --> 00:29:37.319 differentiators between linkedin and facebook, and everybody was like, Oh, you know, 397 00:29:37.400 --> 00:29:41.069 I still use I use facebook for my personal and linked in for my 398 00:29:41.549 --> 00:29:45.509 this, but everything now is so integrated and everybody just wants to like, 399 00:29:45.670 --> 00:29:49.269 know more about you and feel more connected with you prior to doing business with 400 00:29:49.390 --> 00:29:56.019 you most of the time. Right. Yeah, I do agree with you 401 00:29:56.220 --> 00:30:00.180 that there's a more of a blurred line between platforms, personal and professional, 402 00:30:00.420 --> 00:30:07.529 for sure. Well, let's talk about email and email emails, email newsletters, 403 00:30:07.609 --> 00:30:11.089 other types of promotional emails. I'm personally a big fan, so I'm 404 00:30:11.089 --> 00:30:14.769 kind of excited that this is on one of your this is on your keep 405 00:30:14.849 --> 00:30:18.690 list. But let's talk about email marketing. Yeah, it's absolutely on our 406 00:30:18.730 --> 00:30:22.400 keep list because when we send out email campaigns for our clients, we do 407 00:30:22.480 --> 00:30:27.480 the analytics reports after and we see the results are very significant in terms of 408 00:30:27.599 --> 00:30:33.960 website traffic, in terms of responses and terms in terms of engaging potential customers 409 00:30:34.000 --> 00:30:38.789 and existing customers. So that's absolutely a trend to keep and to focus on. 410 00:30:40.829 --> 00:30:45.150 Do you find that are you, are your clients having more success, 411 00:30:47.269 --> 00:30:49.819 and that's a kind of a hard term to define, but are they using 412 00:30:49.859 --> 00:30:56.660 it mostly to educate their clients or they using it to communicate information about their 413 00:30:56.700 --> 00:31:02.539 own companies to them? Are they integrating sort of news and content along with 414 00:31:03.019 --> 00:31:07.490 stuff about their company? Are they separating the sort of editorial and promotional how 415 00:31:07.529 --> 00:31:12.130 are you handling that with your clients? Yeah, I mean we definitely recommend 416 00:31:12.130 --> 00:31:15.970 a combination of things. Like I don't really recommend, you know, being 417 00:31:17.089 --> 00:31:18.839 like hi, this is you know, here I am. They tell you 418 00:31:18.880 --> 00:31:22.440 about me. Hey, more about me, the type of my lack firm 419 00:31:22.519 --> 00:31:27.079 hold on it's really more a combination of things where they could take a value, 420 00:31:27.240 --> 00:31:30.279 whether the the takeaway, you know, as we mentioned earlier, always 421 00:31:30.359 --> 00:31:34.630 giving them something else, you know, that where you're like either learning or 422 00:31:36.390 --> 00:31:40.150 in addition to you can still have a little bit about you and but at 423 00:31:40.190 --> 00:31:42.630 the same time it's minimal, it's not so much, you know, and 424 00:31:42.670 --> 00:31:45.309 also depends what your goals are, because sometimes you've you could be having, 425 00:31:47.220 --> 00:31:48.980 you know, a launch for something at the company that you want to share, 426 00:31:49.779 --> 00:31:52.900 you know, or something you're just depending on what's happening and there's an 427 00:31:52.940 --> 00:31:57.140 event or a seminar or something of that nature. However, from the quarterly 428 00:31:57.220 --> 00:32:01.289 email campaigns that we're doing, we try to recommend more quarterly. So then 429 00:32:01.329 --> 00:32:05.369 that way you're not, you know, annoying people all day long, which 430 00:32:05.569 --> 00:32:10.009 nobody has. But you know, I think that that then you have we 431 00:32:10.210 --> 00:32:15.440 combine a lot of different things that are tips along with, you know, 432 00:32:15.640 --> 00:32:20.400 some maybe something new and innovative at the company. You know, it just 433 00:32:20.519 --> 00:32:24.519 all all inclusive and it's not just one message, and people tend to really 434 00:32:24.559 --> 00:32:30.549 enjoy that. Well, I mean I I can personally say from my inbox 435 00:32:30.750 --> 00:32:37.349 I'm more likely to look at something that is either newsworthy or is going to 436 00:32:37.390 --> 00:32:43.150 be valuable information for me to implement in some way or shape and I like 437 00:32:43.309 --> 00:32:47.019 to hear that, you know, somebody's been promoted or that there's a special 438 00:32:47.140 --> 00:32:52.420 promotion on a product or service. But and and law firms are guilty of 439 00:32:52.500 --> 00:32:55.259 this more than lots of other types of businesses. I'll call my industry out 440 00:32:55.299 --> 00:33:01.049 for sure. Most of their communications tend to be focused on the firm and 441 00:33:01.170 --> 00:33:06.450 the lawyers at the firm and the results they've achieved for the clients of the 442 00:33:06.609 --> 00:33:09.809 firm. It's not a lot about or not enough about, and my view, 443 00:33:10.289 --> 00:33:15.759 what's happening and the clients industry or what are the trends that the client 444 00:33:15.880 --> 00:33:20.640 needs to be aware of or what are some tips? Lawyers hate giving away 445 00:33:20.880 --> 00:33:24.400 content for free that clients can implement on their own most of the time, 446 00:33:24.839 --> 00:33:30.630 and so how do you handle that challenge as an agency when you're counseling your 447 00:33:30.670 --> 00:33:35.029 clients about how to put together their email plan? Well, we have clients 448 00:33:35.069 --> 00:33:38.190 who who do do exactly what you said, sharing they send out news letters 449 00:33:38.230 --> 00:33:42.660 with information about here's the latest news that you need to be aware of for 450 00:33:42.819 --> 00:33:45.140 your industry, and I think that those are very valuable from from a law 451 00:33:45.180 --> 00:33:50.140 firm perspective. You know, we also have clients who are putting out news 452 00:33:50.220 --> 00:33:52.900 in terms of again, like Patricia mentioned, this is our latest offering, 453 00:33:53.019 --> 00:33:55.849 and then from there we're kind of filtering them down to with, you know, 454 00:33:55.970 --> 00:34:00.289 continuing the email marketing trend and to drip campaigns. You know, opens 455 00:34:00.369 --> 00:34:04.690 that email? Who interacted with it? Who might want to learn more and 456 00:34:04.849 --> 00:34:07.809 not wait around until you're next quarterly or monthly email? who was kind of 457 00:34:07.849 --> 00:34:13.760 a warmer lead and that in that regard. So they really depends on the 458 00:34:14.079 --> 00:34:17.719 client, the industry, the message we're putting out there, and it's really 459 00:34:17.719 --> 00:34:22.119 different for everybody. Are you seeing one of the trends that you're seeing, 460 00:34:22.199 --> 00:34:29.750 and just in terms of opens and attention in the analytics from a recipient of 461 00:34:30.269 --> 00:34:34.110 your clients emails. Are there any broad trends that you're seeing in terms of 462 00:34:34.190 --> 00:34:37.630 the assumption? Yes, and I'm so glad you ask that because it actually 463 00:34:37.630 --> 00:34:39.699 brings us back to our other our other trend, which is video and the 464 00:34:39.780 --> 00:34:45.300 video. If you in bed a video link within your email campaign, we 465 00:34:45.380 --> 00:34:49.579 are seeing that those are getting significantly more clicked than just text or images, 466 00:34:49.900 --> 00:34:52.699 and it goes back to the the video piece of just being a trend that 467 00:34:52.780 --> 00:34:57.250 you have to keep and integrate. So those video links are really important because 468 00:34:57.250 --> 00:34:59.969 someone sees an email and wants to learn more, they'll go straight to a 469 00:35:00.010 --> 00:35:02.449 video that's thirty seconds or three minutes long and they know it's not going to 470 00:35:02.489 --> 00:35:06.809 take up too much time of their dates to look at it, rather than 471 00:35:07.239 --> 00:35:13.119 clicking through to a wardy website or wordy blog. The really interacting with the 472 00:35:13.199 --> 00:35:15.840 videos. HMM. So I want to throw a little bit of a curveball 473 00:35:15.840 --> 00:35:19.440 at you both, since it didn't make either of your list but I'm really 474 00:35:19.559 --> 00:35:24.309 curious at what you both think about voice, whether that's podcasting, whether it's, 475 00:35:24.909 --> 00:35:29.429 I don't know, radio, which is something that really works well in 476 00:35:29.550 --> 00:35:32.469 some industries and in a wayte of money, and others as this the whole 477 00:35:32.630 --> 00:35:39.739 searchability of audio and voice. What are you seeing out there that's working or 478 00:35:39.780 --> 00:35:45.500 maybe just stay away from in terms of adapting voice as a strategy and and 479 00:35:45.619 --> 00:35:47.980 how your clients actually using it? Yet are they, and they started, 480 00:35:49.059 --> 00:35:52.849 taking a pass until they see how it develops. You know what I like 481 00:35:52.929 --> 00:35:55.449 about that question, share, and is you're looking around the corner, just 482 00:35:55.570 --> 00:35:58.929 like you said up I'm kind of at the beginning of our talk here. 483 00:35:59.610 --> 00:36:02.610 I think voice is absolutely coming around the corner. I think it's growing every 484 00:36:02.610 --> 00:36:08.079 day, whether it's podcasts or what people are also doing too, is recording 485 00:36:08.119 --> 00:36:12.960 their podcast with video and making it into a podcast. So sometimes that's working 486 00:36:13.000 --> 00:36:16.119 as well. But I think podcasts are huge and the voice aspect of it 487 00:36:16.239 --> 00:36:22.949 and what you can convey by just talking rather than writing and engaging somebody is 488 00:36:22.269 --> 00:36:27.230 really, really impactful and it's is going to be very powerful coming down a 489 00:36:27.269 --> 00:36:30.230 pipeline, for sure. All right, well, this is really been a 490 00:36:30.389 --> 00:36:36.099 fast tour, but I really did rotation. I've never I've never tackled the 491 00:36:37.099 --> 00:36:40.579 sort of the theme of the show this way versus with tossing and keeping. 492 00:36:40.659 --> 00:36:45.980 So let's really quickly review. So for tossing, we had abby Wy, 493 00:36:45.980 --> 00:36:49.250 don't you give us the list, our toss list. Okay, our toss 494 00:36:49.329 --> 00:36:53.329 this star the website pop ups, the chatbots and feeling the need to be 495 00:36:53.489 --> 00:36:59.610 on every single social media channel. Awesome. And then, Patricia, why 496 00:36:59.610 --> 00:37:04.440 don't you bring us home with our keep list? Keep list is absolutely public 497 00:37:04.559 --> 00:37:10.800 relations, video and email marketing. trrendous. This is really little great conversation. 498 00:37:12.000 --> 00:37:17.309 It's been fun and I I have actually learned a lot about how to 499 00:37:17.550 --> 00:37:21.630 position. This is a really been a master class and how to position these 500 00:37:21.710 --> 00:37:25.469 things with clients if you're in the position of being an agency owner or later, 501 00:37:27.349 --> 00:37:31.619 because even if something is a toss it's it can be salvageable if you're 502 00:37:31.619 --> 00:37:36.420 doing it the right way, and I think you will really helpful in describing 503 00:37:36.500 --> 00:37:39.420 some of those opportunities. So I want to thank you both for spending time 504 00:37:39.460 --> 00:37:45.369 with us on the show today, Patricia Butler, who was president of Alast 505 00:37:45.449 --> 00:37:50.489 to us, and Abigail Sierra, use director content strategy. I's guests want 506 00:37:50.530 --> 00:37:53.289 to get in touch with you or learn more about what velocit test does? 507 00:37:53.409 --> 00:37:55.889 What are some of the best ways they can reach out to you both? 508 00:37:57.650 --> 00:38:02.679 How they can visit the lossitescom or send an email to info at velocitescom. 509 00:38:05.159 --> 00:38:07.119 Awesome. I want to thank you both for being part of the show today. 510 00:38:07.119 --> 00:38:15.309 I've really enjoyed the discussion. Thank you so much to we really hope 511 00:38:15.309 --> 00:38:20.670 you enjoyed this episode in the Hashtag Agency series from the innovative agency. To 512 00:38:20.869 --> 00:38:24.750 hear more episodes along these lines, check out the innovative agency in Apple podcast 513 00:38:25.070 --> 00:38:30.300 your favorite podcast player or the links right in the show notes for this episode. 514 00:38:30.579 --> 00:38:37.099 As always, thank you so much for listening. Is the decisionmaker for 515 00:38:37.179 --> 00:38:42.090 your product or service a bdb marketer? Are you looking to reach those buyers 516 00:38:42.289 --> 00:38:46.849 through the medium of podcasting? Considered becoming a cohost of BB growth? This 517 00:38:47.010 --> 00:38:52.289 show is consistently ranked as a top one hundred podcast in the marketing category of 518 00:38:52.329 --> 00:38:57.239 Apple Podcasts, and the show gets more than a hundred and thirtyzero downloads each 519 00:38:57.320 --> 00:39:00.519 month. We've already done the work of building the audience so you can focus 520 00:39:00.559 --> 00:39:06.920 on delivering incredible content to our listeners. If you're interested, email logan at 521 00:39:06.960 --> 00:39:07.199 sweet fish Mediacom