Transcript
WEBVTT
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Hey there, this is James Carberry, founder of sweet fish media and one
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of the CO hosts of this show. The last year and a half I've
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been working on my very first book. In the book I share the three
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part framework we've used as the foundation
for our growth here at sweet fish.
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Now there are lots of companies that
everised a bunch of money and have grown
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insanely fast, and we featured a
lot of them here on the show.
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We've decided to bootstrap our business,
which usually equates to pretty slow growth,
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but using the strategy outlined in the
book, we are on pace to be
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one of inks fastest growing companies in
two thousand and twenty. The book is
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called content based networking, how to
instantly connect with anyone you want to know.
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If you're a fan of audiobooks like
me, you can find the book
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on audible or if you like physical
books, you can also find it on
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Amazon. Just search content based networking
or James Carberry. Car be a ARY
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in audible or Amazon and it should
pop right up. All right, let's
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get into the show. Hey,
everybody, Logan with sweet fish here,
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as we've been doing all month long. Here throughout January, we're continuing our
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countdown of the top twenty episodes of
two thousand and nineteen here in our Hashtag
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best of two thousand and nineteen series. Today's episode is a listen back to
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my conversation with Matt Duffy, Cmo
over. It picks ability about six specific
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ways to increase traffic to your youtube
channel. If video is a priority for
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your marketing team this year, you're
definitely going to want to check this one
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out. To get more episodes coming
up in the countdown, make sure you're
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subscribed to be to be growth.
If you're not already subscribed to the show,
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you can also check out the full
list of our top twenty episodes of
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two thousand and nineteen at Sweet Fish
Mediacom blong. Scroll down and look for
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the Hashtag Best of two thousand and
nineteen under the categories on the right hand
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side of the page. Welcome back
to be tob growth. I'm Logan lyles
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with sweet fish media. I'm joined
today by Matt Duffy. He is the
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chief marketing officer over at pixability.
Matt, how's it going today? Man?
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Good, Logan, good to talk
to you. Absolutely I am really
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excited to talk to you Matt,
because you're going to be talking about something
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that we've been leaning into over the
last couple months here at sweet fish,
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and that is video. We're going
to be talking about Youtube, both organic
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and paid, and some new opportunities
when it comes to lead generation and exposure
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for bb brands and not just top
of funnel brand awareness. But before we
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get into all things using video more
efficiently for your bb brand, Matt,
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I would love for you to give
people a little bit of background on yourself,
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what you in the team at Pisability, you're up to and why you're
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the guy talking about this today.
Yeah, sure, a thing logan.
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So I'm a be Tob marketerter myself. I've been doing be to be marketing
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for about twenty years now, so
I'm a veteran. And pixability is a
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video advertising software company and we focus
mostly on Youtube, but we also work
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with facebook, instagram and a lot
of the connected TV platforms like Amazon Fire
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and Roku and Hulu and so forth, and what I've been seeing is as
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a nice trend. We work with
a lot of BBC companies, but I've
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been seeing a nice trend of more
bb advertisers moving into into Youtube and and
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sort of embracing video and what it
can do for them. So love to
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chat about that today. I think
it's a very cool trend to be watching.
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Yeah, absolutely, as you and
I were just talking offline, I
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was just excited to pick your brain
and so I'm glad I get to pick
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your brain and share it with listeners. So let's jump right in from their
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Matt let's talk a little bit about
you mentioned Youtube, so let's talk about
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Youtube for beb brands. You know, before we get into advertising and managing
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your paid spend on Youtube, you've
mentioned to me that a lot of bb
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brands are missing some opportunity in just
better management of their organic exposure and their
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own youtube channel. Can you talk
to us a little bit about what you're
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seeing there? Yeah, definitely.
You know, one of the things you
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know, most be tob marketers have
search as one of the things that they
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focus on, whether it's paid search
or Seo for their website. What a
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lot of bed marketers don't realize or
miss the boat on, is the fact
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that Youtube is the the second biggest
search engine after after Google. So in
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the same way that you want your
site to be optimized and you want to
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drive traffic to your site through paid
search on Google. There are things you
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should be doing on Youtube, as
the second biggest search engine in the world,
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to make sure when when folks search
for products or solutions on Youtube,
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that your brand comes up or your
products come up. And this is something
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that a lot of a lot of
baby marketers miss. A lot of you'd
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marketers kind of think of Youtube is
well, it's just where I store my
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my videos. I just kind of
leave it there as a library of videos,
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but I don't really focus on it
or optimize keywords on it. But
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that's exactly what, you know,
what they should be doing and we've been
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seeing, we've been working with a
lot of baby marketers are doing that and
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seeing great results from doing that and
be happy to give some some specific tips
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on on what they should be doing
there, if that makes sense. Yeah,
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absolutely, I would love for you
to give some some examples there.
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I know that we in the past
have been one of those guilty parties.
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They're just kind of leaving the the
Youtube Channel. I imagine that making sure
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that that you just kind of put
some fresh pain on it, make sure
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that it's branded well, that you've
got, you know, links back to
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your home page and stuff like that
as kind of step one. But then
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you mentioned optimizing for keywords, tagging
your videos. Those sorts of things take
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us through some of the okay,
if I'm raising my hand right now and
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saying we've neglected our youtube channel and
maybe I've got some time to prep for
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two thousand and twenty, what are
the first three or four action items to
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be? To be marketing team should
take two kind of refresh and and just
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take those first steps to up their
game on their organic youtube channel. Yeah,
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definitely. I mean there's a long
list of things that that you can
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do, but just at a very
high level. To your point, the
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first things that a BB marketer should
do is just first check whether, even
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a search for your brand on Youtube, that you come up high in a
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search for your brand, which isn't
always the case. Sometimes your brand name
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is is a common word. We
actually work with Puma. Granted, there
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are BTC company, but you know, when you search for the word Puma,
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there are videos that have Puma the
cat that come up, etc.
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And there are other brands where you
know, with Adidas, if you search
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for Adidas, where it might be, you know, a rap video with
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that. Mentions Adidas, etcetera,
might come up ahead of Adidas videos.
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So first thing is that bb brain
is just do you come up first in
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terms of brand search? The next
thing is keywords. You know doing do
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some searches for keywords that you think
folks might be looking for? I know
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that as a I'm not just a
beb marketer, but I also buy B
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tob software all the time and sometimes
I look for videos on Youtube for,
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you know, I'd like to find
a hub spot video or a salesports video
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on on how certain function of there's
works. So make sure you know,
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do some of those searches yourself on
Youtube and see if your videos are coming
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up for that. If you videos
that answer those questions, you want them
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optimized for that. And there are
some, you know, simple ways to
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address seo on your channel and there's
some sort of more complex ways, but
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basically you should think of your youtube
channel is like your website and you want
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to be maximizing keyword descriptions of your
videos and and you know, maxing out
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on the number of words you can
use, but also using the right word
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so that when those searches happen,
you come up. So there are things
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you should do around your publishing schedule
that are to optimize how your youtube channel
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behaves, and then there are things
you can do once people get to your
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channel to improve engagement. There are
things you can do in terms of end
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screen elements you can add to your
videos that then drive people to other videos
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on your channel. They're really nice
ways. You could pretty up your channel
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with Nice thumbnails that have your branding
in it so that when those videos appear
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somewhere else they show your branding their
things you can do with captions to improve
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discoverability. There are lots of different
things you can do. But, but
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again, I think is a baby
market. The first thing you should do
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is just see how you're doing in
terms of keywords searches. If they're you're
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coming up with the videos that you
want to come up with from your brand
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in your channel. Yeah, that
makes a lot of sense. I've seen.
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You know, you can use tools
like revcom to transcribe videos and they
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have a plug in right into youtube. So I've seen some of those things.
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On the background, that the thumbnails
pieces, something that our founder James
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posted on linkedin about here. Recently, as we've been doing more video,
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we've realized the importance of thumbnails.
And and so if you got someone who
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regularly appears in your video, like
a podcast host or someone like that,
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take some time do a quick little
photo shoot with them to get some headshots
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so that you can vary up,
you know, that title or something like
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that, because you don't want this
random, you know, screen grab from
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the middle of your video with someone
you know, just like when you pause
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your TV right it's always someone with
their eye half open and their mouth and
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a weird spot and you end up
coming back laughing at it. Doesn't give
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the first best, first brand impression. So the thumbnails piece that you mentioned
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there, I think is really important
to think about. So let's transition that
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from organic youtube optimization to advertising opportunities. As you and I were talking a
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little bit offline, you mentioned some
of the myths that be to be marketers
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have about targeting and other things when
it comes to advertising on Youtube. Can
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you speak to those, maybe dispel
them a little bit and speak to some
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of the opportunities when it comes to
paid search or paid exposure on Youtube for
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B Tob Brands? Yeah, sure, I mean most be to be marketers
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love platforms like Linkedin that that have
rich title and title and company information on
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Prospective customers and I love linkedin marketing
as well, I think. But I
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think the myth is that you can't
really target or reach certain types of be
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to be targets in Youtube and we
have a lot of be to be clients
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that are having a lot of success
with it based on some of the the
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the ways you can that you can
target in Youtube. One of the very
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coolst things you can do is,
because youtube is connected to Google, obviously
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into Google search, you can target
anyone based on searches they did. So
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if you're, you know, sales
forcecom and you're selling a crm solution,
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you can serve your video adds to
anyone who's ever searched for crm solution in
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Google. And so obviously apply that
to any other product category and you can
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target Youtube video adds to anyone who's
done certain searches on Youtube. So even
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if you want to do a small
amount of advertising on youtube and just advertise
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to those people who have searched for
specific terms that are directly relevant to you,
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I think it's smart thing to do. The other thing you can do,
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which is very cool, as you
can you can target ads on Youtube
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to people that have downloaded certain APPs. You can also target adds some places
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that people have been, but that's
a little bit less relevant for me to
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be marketers. But in terms of
APP downloads that's certainly relevant. I know
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a lot of baby marketers that target
folks that have downloaded APPs from competitors or
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even downloaded some of their own apps
or download apps that they feel like might
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be directly relevant to what they're selling. And so between the between the custom
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intent targeting, which is targeting people
who have certain intent that they've shown through
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searching, and custom affinity targeting,
which is affinity towards certain topics based on
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Apps they've downloaded, places they've been, etc. There's a lot of really
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good targeting that you can do on
Youtube to produce a, you know,
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good result. Yeah, that makes
a lot of sense. Can you speak
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at all, Matt, to the
content? You know, because I had
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AJ Wilcox on the show before.
He's just the master at Linkedin ads and
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you know he talked about you know, as you mentioned, linkedin's targeting is
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great. From a BB perspective.
You kind of peeled the the curtain back
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on some of the targeting that we
can do with with Youtube. But what
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AH was talking about on Linkedin is
where a lot of people fall flat is
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the creative is the type of content
that they're putting in front of folks.
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To me, I've seen. I
don't know how well they're performing, but
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I've I'm constantly talking about the meeting
owl, the video camera for conference rooms.
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I see those youtube ads all the
time and funny, they're engaging,
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they're almost skit like those sorts of
things. So, whether it's funny or
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you know other ways that you see
bb brands putting the right sort of content
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out, because the targeting is is
nothing if you don't have the right sort
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of offer or the right sort of
content to put in front of folks.
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So can you speak to maybe some
examples or some recommendations for bb brands there
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when it comes to the content of
their advertising on Youtube? Yeah, definitely,
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and it's funny. You mentioned owl. That's a that's a company nearby
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us here in Boston and my old
boss is the CEO. That company's very
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cool, very cool company, and
they do some very cool youtube creative.
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Yeah, I think the biggest trend
we're seeing in youtube creative, whether it's
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be to be advertisers or BTC advertisers. is a trend towards creative that's not
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highly produced, not costly. It
can be just a customer interview that you
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do yourself at a desk. It
can be very user generated. Feel content
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is working really, really well on
Youtube for both be to B and BTC.
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So that's the advice I give be
tob marketers who are a little bit
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worried. You know, we don't
have this amazing video creative with, you
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know, a movie star and highly
produced content. I think any content that
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gets at what your customers might be
interested in, whether it's hearing from other
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folks that are using your solutions or
any other kind of user generated piece,
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is working really well. The other
thing I'll mention that that I that could
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to mention when talking about targeting is
their few other tools for targeting your ads
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that work really well for be to
be in one is you can retarget,
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so you can recon retarget any folks
that have been to your youtube channel before
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or been to your website before.
So that's obviously a great thing. We
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do that ourselves. If anyone that
visits our fixability site will get retargeted with
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an ad on Youtube when they go
to YouTube. So that's that's a cool
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thing to do and it's usually not
something that that costs a lot, unless
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your website visitor scale is gigantic.
Yeah, and then the other quick,
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quick thing to do that's that's super
cool for BTB is on youtube you can
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target adds to first party lists.
So if I'm a company that has a
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list of customers or a list of
targeted customer, potential customers, that I
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can use that list and I can
either target those people when they go on
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Youtube or I can also create a
look alike audience to those people and target
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a look alike audience to your own
to your own first party list. So
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that's another really cool thing. So
regardless, you know, it's sort of
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long way of answering your question about
content, but content can be very low
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cost, user generated content. I
think the relevance is what's important, but
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targeting, to me, is the
the first real key step. Yeah,
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absolutely. So we go from targeting
the type of content, which now I'm
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looking forward to seeing some of your
youtube ads because obviously I went to the
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fixability site to prep for this interview, so I'll get a chance to to
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see some of that now right what
I'm doing my my youtube searching later tonight,
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usually for the sportsenter not top ten. That's one of my guilty pleasures
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on Youtube. But I digress.
So let's go to kind of the next
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step, that we're going from targeting
to the content to measurement. Let's talk
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about, you know, really using
this as a legion tactic and your conversion
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tracking from Youtube. Talk to us
a little bit about what you see bebe
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brands doing successfully in the next step. Yeah, definitely, I mean so,
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the first thing I'll say is some
be tob advertisers don't use youtube because
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they think it's just brand lift,
and my first argument for them would be
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brand lift should matter to you.
Every Youtube campaign that we run we have
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a brand lift study attached to it
where we track the brand lift that that
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campaign drove for that advertiser. So, as it be tob marketer, even
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if you didn't get any conversions,
any leads, any site traffic from it,
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it would be valuable for me,
as a baby marketer to know I
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ran this youtube campaign. The folks
that saw this ad show this much higher
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brand awareness than those who didn't and
this much more intent to work with us.
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So that's that's one first thing that
I always tell people in terms of
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measuring their campaigns on youtube as a
be tob marketer. But then to your
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point, what most be to be
marketers cameras about his conversion. So there
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are lots of ways you could do
conversions. On the brand lift side,
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we actually we work with carbonite.
There are great be to be company that
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we work with in their agency,
nor Bella, in Boston. Here.
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They cared mostly about brand awareness.
So for them we ran these brand awareness
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studies that you can run right through
Google and they saw an eighteen percent brand
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awareness lift from the youtube campaign and
they were thrilled. That's what they were
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looking for. For other clients that
we work with, sometimes as conversions,
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and the way you do that it's
pretty simple. It's what you'd expect as
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a bdb marketer. You can just
use conversion pixels and you can put those
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pixels on landing pages and anyone that
sees your youtube ads and then lands on
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the landing page and converts, you
can. You can see that in your
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ad words, in your Google ads
reporting, and so that's what a lot
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of a lot of baby marketers do. Another thing to track. Obviously,
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is a lot of baby marketers are
very interested in growing their youtube channel subscribers
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and we had one company called Mouser. They're they're huge electronics parts be to
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be company and they from their Youtube
advertising. They were they wanted to grow
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their youtube channel subscriber base and they
were able to grow up by over sixty
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percent just from from running the Youtube
as that they ran and that that they
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tracked very easily, and that was
a another good thing you can track.
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So there are the moral a story. There are things, measurable things that
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you can do on Youtube as a
BEDB marketer, both legion site traffic,
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Youtube Channel Growth and, of course, brand lift. Yeah, absolutely,
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I love that you didn't just skip
over the top of the funnel. You
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know, I have so many conversations
with beb marketers offline away from this podcast.
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In addition to these conversations about how
they can use a podcast or a
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podcast series in their own marketing.
Fly will and we have a very frank
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conversation about you know, we're podcasting
often sits. It feeds their other legion
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strategies and there are things that you
can do, but primarily it's that brand
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awareness and we talked about. You
know the importance of that and I think
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there are a lot of bb marketing
thought leaders out there that have more clout
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and more experience than myself that are
saying that as well. So it's cool
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to hear you echo that from a
youtube perspective because I'm having those conversations from
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a podcast perspective on a daily basis
as well. So I love that,
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Matt. So let's talk real quick
before I let you go. Matt,
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you and I were chatting offline and
you know, I happen to mention that
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I recently changed my primary TV service
from direct TV, one of the the
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traditional satellite providers, to Youtube TV
and in my opinion, I think I
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don't talk to a lot of be
tob marketers that are thinking about connected TVs
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and streaming APPs for their own advertising, but there could be some green field
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opportunity to kind of get out in
front as that pendulum continues to swing to
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streaming APPs being more and more the
way that we consume what's been considered traditional
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TV. Right. Yeah, definitely. I mean there's a stat that's pretty
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startling that in the next two years
seventeen million people are going to leave traditional
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TV watching for connected TV streaming services, like you said, and I think
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the interesting thing for be to be
marketers is they're going to be a lot
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less expensive ways to advertise on television
screens then than there ever were in the
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past, which will mean be to
be marketers who never before even thought about
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TV advertising will be doing it,
sometimes without even knowing it, but also
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sometimes intentionally, because the budgets will
be much more reasonable. I think we
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I just did a Webinar with the
head, actually the head of YouTube TV
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at at Google, a niche caught
of car and he's a great guy,
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and we talked about that. The
viewing of Youtube on television screens. TV
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screens is the fastest growing place to
watch just regular youtube. There's Youtube on
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TV or Youtube TV, like you
said, which you subscribe to, which
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is a great service that advertisers can
advertise on, but then there's also just
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watching youtube on a TV screen if
you have a connected TV, and that
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Youtube on TV is the fastest growing
device for Youtube right now. So as
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a BTB marketer, you can do
a campaign on Youtube and you can target
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people. You can target just TV
watchers if you want. You can target
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just the television device, or you
could target all devices but just have your
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report broken out to see how your
ads performed on TV screens versus on other
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devices. So it's a very interesting
thing. Now, obviously, also there
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are lots of other connected TV platforms
we advertise, we work on with for
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our clients, whether there be to
be or BTC, and we're seeing some
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really good results from advertisers at that. Run on Amazon fire which is,
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you know, Amazon firestick makes your
TV a connected TV and we can use
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all the data that Amazon has access
to around there, their audiences about,
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you know, what people have bought, what they've searched for, even what
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cars they drive. It's amazing.
It's amazing the data they have. So
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yeah, I think CETV, connected
TV is going to be it's actually going
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to be a big piece of be
tob marketing incoming years. You know,
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maybe maybe not this year and this
year it's already becoming big for BTC,
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but I think be tob advertisers are
going to start to actually be TV advertisers
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in the very near future. It's
going to be super interesting. Yeah,
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I love hearing about just kind of
looking at those those disruptive technologies and that
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changes in user behavior, especially in
be tob where, you know, so
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many marketers I talk to are just
trying to break through the noise. Sometimes
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it's about where, where you go
to, where there's, you know,
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a little bit less noise, where
there's a little bit you know, you
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have a little bit of it advantage
if you're an early mover. So I
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love what you're talking about their Matt
and possibly giving folks something to think about
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for their two thousand and twenty budget
that maybe they haven't been planning on and
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and something that they might want to
test and experiment with, in addition to
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all the other great things that you
mentioned here and Managing Your Organic Youtube Channel,
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dispelling some of the myths on targeting
that you can and can't do with
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Youtube and different ways to think about
measurement when it comes to your youtube advertising.
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Matt, if anybody listening to this
wants to ask any follow up questions,
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which I'm assuming there are probably going
to be a few folks, or
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they just want to stay connected with
you or they want to learn more about
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what you in the team at fixability
or up to. What's the best way
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for them to reach out or follow
up with you? Yeah, sure,
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I'm happy to connect with with any
of your listeners on Linkedin, but you
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can also email me directly at m
duffy. That's M do you ffy at
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fixabilitycom. Happy to chat with you
about your own be to be challenges,
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as we're both we're all in this
together as b Tob Marketers, and also
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obviously happy to give you thoughts on
how fixability might be able to help you
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if need be. I love it, man. I love that you've closed
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with that line of being all in
this together. It's been one of our
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rallying cries here around sweetfish lately is
that we can go further faster together than
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00:23:19.819 --> 00:23:23.779
we can go alone. So thank
you again for a great conversation today and
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sharing a ton of value with listeners. Man, are really appreciate it.
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No, or is Logan. It
was was great chat with you. We
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totally get it. We publish a
ton of content on this podcast and it
345
00:23:37.849 --> 00:23:40.970
can be a lot to keep up
with. That's why we've started the B
346
00:23:41.089 --> 00:23:45.759
tob growth big three, a no
fluff email that boils down our three biggest
347
00:23:45.759 --> 00:23:51.000
takeaways from an entire week of episodes. Sign up today at Sweet Fish Mediacom.
348
00:23:51.680 --> 00:23:55.829
Big Three, that sweet phish Mediacom
Big Three