EP 51: The Latest in Search Engine Optimization and Google's Anti-Trust Issues with SparkToro's Rand Fishkin

Starting A Candy Company From Scratch 

In Episode 127 of the Lion’s Share Marketing Podcast, Tyler and Jon talk about the breaking news: Adobe’s Holiday Shopping Report shows that consumer spending has increased while prices have decreased. Jon shares the numbers from the report, but Tyler explains why he’s still pessimistic about shopping trends and the state of the economy.

Then Tyler introduces Erica Williams, Founder & CEO at Yumy Candy Company Inc.

Erica is an entrepreneur, health coach and candy lover who turned her passions into a fast-growing candy company called Yumy Candy.

In their conversation, Tyler and Erica talk about starting Yumy Candy from scratch, quantifying demand for an innovative product, and breaking into the US market after growing the company in Canada.

To end the episode, Erica shares her key takeaway for marketing leaders and entrepreneurs: just get started.

Music

Intro Music – Colony House – Buy “2:20” on iTunes

Outro Music – Skillet – Buy “Lions” on iTunes

Q4 Marketing Deep Dive

In Episode 126 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the latest news: Facebook introduces Make-A-Video, an AI tool that generates videos from text. They talk about what this tool will provide marketing teams, and Jon shares why he’s not worried that AI will steal jobs from creatives.

Then Tyler introduces Nate Lagos, Director of Growth Marketing at Original Grain. 

In their conversation, Tyler and Nate have a Quarter 4 marketing deep dive. They talk about marketing strategies for the holiday shopping season, standing out from the crowd during Black Friday, and increasing the lifetime value of customers.

At the end of the episode, Nate offers his key takeaway for marketing leaders: be relentless, go harder, and pick up the pace.

Music

Intro Music – Colony House – Buy “2:20” on iTunes

Outro Music – Skillet – Buy “Lions” on iTunes

https://www.fidelitas.co

In Episode 124 of the Lion’s Share Marketing Podcast, Tyler and Jon talk about the latest news: Adobe acquires Figma for $20 billion. They discuss this acquisition's massive benefits to creatives and forecast what the coming years will hold for Figma.

Then Tyler introduces this episode’s guest, Doug Allan, founder of Calm Moment. Calm Moment is a CBD-infused beverage brand that hit markets this summer, focused on producing the highest quality CBD beverage in the world.

In their conversation, Tyler and Doug talk about the challenges of starting a beverage brand during a recession, how to take a product from 0 to 1, and how you can meet customers where they are.

To end the episode, Doug encourages marketers and entrepreneurs to make business growth a daily habit.

Timestamps

00:00 - Intro

01:20 -What’s in the News: Adobe acquires Figma for $20 billion

05:38 - Featured Guest: Doug Allan, Founder of Calm Moment

5:55 - What is Calm Moment?

8:40 - Doug describes the results after 6 weeks on the market

12:00 - Taking a product from 0 to 1

16:35 - Doug’s background in wine marketing and entrepreneurship

27:30 - Impacts of the recession on CPG brands

29:40 - What’s next for Calm Moment to go from 2 to 10

33:30 - Calm Moment’s marketing strategy

41:00 - Key Takeaway

45:18 - Outro

Featured Guests | Doug Allan

LinkedIn

Music

Intro Music – Colony House – Buy “2:20” on iTunes

Outro Music – Skillet – Buy “Lions” on iTunes

Strategies for Post-Pandemic Performance Marketing

In Episode 123 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss Google’s launch of Performance Max (PMax), which will go into effect this September. They explain how PMax rolls multiple Google apps into one platform, allowing marketers to manage campaigns from one location and leverage Google’s machine learning to maximize their creative ability. 

Then Tyler introduces Bobby Macauley, Director of Performance Marketing at ALOHA. Bobby explains his role at ALOHA and how Hawaiian culture influences the company’s culture and products. 

In their discussion, Tyler and Bobby examine recent trends and changes in performance marketing as Bobby shares his favorite marketing tools and strategies post-Covid. 

To end the episode, Bobby gives his key takeaway: “test everything… keep testing”, and talks about the importance of testing in performance marketing. 

Timestamps

00:00 - Intro 
01:05 -What’s in the News: Google Performance Max 
04:50 - Featured Guest: Bobby Macauley, Director of Performance Marketing at ALOHA 
05:12 - Bobby explains the story of ALOHA and his role at the company 
07:49 - Changes in performance marketing since Covid 
11:05 - The effects of iOS 14.5 on digital marketing and the need for attribution software 
13:50 - What’s working right now in performance marketing 
17:45 - Bobby’s favorite marketing software 
21:00 - Advice for new media buyers in light of recent changes 
23:20 - The biggest mistakes in performance marketing 
26:20 - What’s next in performance marketing? 
29:50 - Key Takeaway 
31:10 - Outro Music

Marketing Agency Red Flags with John Doherty

In Episode 122 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the upcoming addition of a cheaper, ad-supported Disney Plus subscription tier. Listen as Tyler and Jon weigh the potential pros and cons of the types of ads Disney will display and how this could make them the highest earning streaming platform.

Then Tyler introduces John Doherty, a digital marketer and founder of Credo. During his interview, John discusses the path he took that led to him founding Credo, why companies are looking more toward utilizing agencies rather than employing full marketing teams, and some red flags to look for if you’re a client.

John discusses what separates the winners from the losers among agencies looking for new clients and why being creative with your client’s ad budget is vital in our current economy.

Finally, hear John explain his strategies for growing Credo, what he believes separates the marking amateurs from the marketing professionals, and what he would look for when hiring an agency.

Maintaining Effective Operations with Joshua Johnston

Tyler and Jon discuss the recent events causing Peleton’s stock to drop and the importance of ensuring product placement opportunities aren’t detrimental to a brand’s image. 

Tyler is joined by Josh Johnston, founder of 321 Pocket Ops, to discuss how to effectively scale operations, the effects of inflation and the talent acquisition war on the PR and marketing landscape, and tips for brands on evaluating the agencies they partner with. 

Josh’s final thought to listeners is to utilize P&L as the main metric as success in lieu of attribution as challenges loom for the industry. Josh emphasizes the importance of transparency for both brands and agencies to build strong relationships with one another. 

Join Tyler, Jon, and Josh for insight on how brands and agencies can maximize the value of their strategic marketing partnerships.

A/B Testing: The Value of Split Testing Your Landing Pages