Facebook TV, YouTube Mobile Share and Chat, and Facebook Live for Stories

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show with Michael Stelzner, we explore Facebook Watch (their TV solution), YouTube mobile share and chat with Amy Schmittauer, Facebook […]

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– Your Guide to the Social Media Jungle

6 Trending Digital Marketing Skills to Put on a Resume

No one is safe…

…except maybe digital marketers.

Forged in a world of constant innovation, evolving platforms, and cutting-edge strategies, digital marketing has the unique luxury of endurance in the job market.

Maybe you’re looking for a new career path that’s not in danger of becoming obsolete. Maybe you’re already working in digital marketing and wondering how your job will stand up to the test of time, or what your growth opportunity will look like over your career.

Digital marketing has the luxury of endurance in the job market.But I’ll tell you the secret when it comes to future-proofing your career: It’s about your skill set, not your job title.

If you have skills, or the “give a damn” to learn them (which happens to be one of DigitalMarketer’s core beliefs), you’ll never run short of assets to put on a resume.

To get you started, I’ve narrowed down six indispensable digital marketing skills – and the latest trending jobs that go with them.

We’ve got an infographic version of this post as well as a text version. You can download a PDF version of the infographic here.

View the text sections of this article by clicking on one of the links below to view the digital marketing skill description and attributes from that section:

Let’s start with the infographic… (Download the PDF version here.)

Skills to Put on a Resume Infographic

And here is the text version…

Skill: Content Marketing

The origins of content marketing can be traced back to 1895 with a magazine published by John Deere. It served to educate farmers on how to increase profits (and maybe threw in some nice pictures of the latest in farming machinery). It’s still in publication today.

See? Future-proof.

Content as a digital marketing strategy is a deep well of career development. Not only are skills needed to create and distribute engaging content across a variety of platforms, but that content must be designed to attract a specific target audience and drive them to take a measurable action (like buying a tractor, for example).

  • Think blog posts that segment potential audiences.
  • Think podcasts that educate and create brand awareness.
  • Think social media updates, infographics, and even books that introduce people to your company and offers.
  • Think educational resources, surveys, and webinars that help a lead evaluate their choices.
  • Think customer stories and spec sheets that help push prospects over the edge and decide to purchase.

Now, imagine all those different pieces of content working together to guide someone from the introduction to the sale. This is all in the realm of content marketing – strategically creating stellar resources that turn someone who has never heard of your company or products to a buyer and brand evangelist.

(RELATED: Content Marketing: How to Turn Ice Cold Prospects into High Ticket Buyers)

If you can grab a hold of content marketing as a skill, there’s a growing opportunity to apply yourself in a number of digital marketing opportunities.

Possible Content Marketing Job Titles

Brand Journalist

Sometimes referred to as a corporate reporter, a brand journalist produces a variety of multimedia that communicates brand value to a company’s customers.

Think of it as an in-house news operation – but that news is used as another way to generate leads and sales. For example, brand journalists often look for stories on how customers are using a company’s products and tell that story in engaging ways to help convert leads into buyers.

Salary Range: $50,000 – $76,000

Personal Attributes:

  1. Strategic – The ability to align content with the overall content strategy of the company.
  2. Creative – A brand journalist must be able to tell a variety of stories in new and engaging ways across a variety of platforms.
  3. Organized – Assignments are often deadline-driven, so organization is important for success.

Managing Editor

Like brand journalists, managing editors handle the day-to-day storytelling of a company. While managing editors aren’t always the #1 source of the content, they handle the scheduling, publication, and overall consistency of a company’s content marketing assets. "People, projects, deadlines. A managing editor has to juggle all three." ~Suzi Nelson

Salary Range: $55,000 – $102,000

Personal Attributes:

  1. Organized – Projects, people, deadlines. A managing editor has to juggle all three.
  2. Adaptability – Sometimes writers miss their deadlines or articles get nixed; a great managing editor has to be able to handle last-minute changes.
  3. Communication – Managing editors often deal with other writers, so clearly communicating a company’s content goals is necessary.

Content Marketing Manager

Content marketing managers serve as leaders of a company’s content team and make sure all of the content assets are in line with the overall marketing strategy. They are responsible for content management, design approval, developing resources, and audience development.

Salary Range: $72,000 – $113,000

Personal Attributes:

  1. Creative – Content marketing is partly science but, make no mistake, it takes a creative mind to fill this role.
  2. Leader – The ability to lead a team is a must.
  3. Project Management – Tasks often have a start and end date, so project management skills are needed to succeed.

RELATED TRAINING: Content Marketing Mastery: How to Become a Content Marketing Specialist

Skill: Social Media Marketing

Social media marketing is one of the most in-demand skill sets for organizations seeking to implement digital marketing strategies. Since skyrocketing to popularity in the early 2000s, social media has evolved into an unstoppable force that companies have harnessed to drive brand awareness and website traffic, generate leads and sales and connect directly with audiences.

Social media has evolved into an unstoppable force...Although social media powerhouses can rise and fall (sorry, MySpace), you’d be hard pressed to find any reasonable person who doesn’t think that social media is here to stay. Which means social media marketing strategies are here to stay, too.

It means…

  • Knowing the best way to position content, no matter the platform.
  • Knowing the right piece to put in front of the right audience.
  • Curating short lists and networking with other industry leaders whose influence can move the needle for your company.
  • Listening to your audience and translating needs and pain points into relevant content and products.
  • Creating offer awareness that doesn’t feel intrusive or overly sales-y.
  • Dynamically connecting with your audience and building a tribe around your brand.

(RELATED: How to Build and Manage a Private Facebook Group)

Social media marketing is all about listening, networking, influencing, and yes – selling. It’s about taking a company’s content assets and making sure that the message is accessible, engaging, and translates across different channels.

Possible Social Media Marketing Job Titles

Social Media Marketer

Social media marketers are data-driven content curators who serve as the voice of the company on places like Facebook, Twitter, LinkedIn, or wherever else the business has an online presence. They keep channels running smoothly by creating and scheduling content like photos, videos, and graphics.

They measure ROI by likes/followers, reach, engagement, leads gathered, and sales made.

Median Salary: $30,000 – $76,312

Personal Attributes:

  1. Imaginative – A social media marketer creates a lot of the content for multiple platforms, so a creative mind is a must.
  2. Conversational – The ability to write conversationally is important… you don’t want all of your messages to sound like advertising.
  3. Analytical – Successful social media marketers can look at raw data and calculate their next move.

RELATED TRAINING: Social and Community Mastery: How to Become a Social and Community Manager

Community Manager

Community managers bridge the gap between company and customer.

Where social media marketers work to make the brand attractive and engagement-worthy on various platforms, community managers build and nurture the human relationships hidden in social media communication. Social listening and moderating online “tribes” centered on the company and products are common responsibilities.

(RELATED: Community Manager vs. Social Media Manager: Which Hire is Right for Your Business?)

Community managers excel at advocating on behalf of the customer while advocating for the brand.

Salary Range: $38,000 – $75,000

Personal Attributes:

  1. Empathy – Being able to communicate empathy to the brand’s community can’t be emphasized enough.
  2. Time Management – Social media can be a time-suck. The ability to prioritize tasks is a must.
  3. Friendliness – It’s not just for clients! Community managers have to establish meaningful connections with team members to effectively advocate for customers.

Skill: Video Marketing

You’ve heard it before: “Facts tell, stories sell.”

Video marketing is a niche of the content marketing strategy, but make no mistake – nothing tells a story quite like video. And companies know it. That’s why video marketing is a specialized skill that will never go out of style because nothing tells a story quite like showing a story.

That's why video marketing is specialized skill that will never go out of style.New features like YouTube Cards and Facebook Video make video more engaging and accessible than ever; knowing the strategies around video marketing are a must for digital marketing efforts.

Video marketers know how to:

  • Leverage interviews, testimonials, demos, and other storytelling styles to meet the needs of the target audience.
  • Strategically examine available platforms and apps to ensure the content is on the right channel.
  • Optimize videos for search engines using keyword-enriched descriptions and tags.
  • Knowledge of video editing, production, and animation to tell stories in the most engaging way.

Video marketing is one of the most powerful digital marketing strategies out there, and technical, analytical, and creative know-how is in demand. Knowing how to leverage visual storytelling to strengthen emotional connections, engagement levels, and how it all fits in a content marketing funnel is a valuable skill set with some serious staying power.

Possible Video Marketing Job Titles

Video Production Specialist

Positioned on the technical side of video marketing, production specialists direct, organize, and facilitate a company’s video initiatives. This includes planning the content, filming, editing, mixing, compressing… all the bells and whistles of physically preparing the content and getting it out to the masses.

Salary Range: $49,000 – $73,000

Personal Attributes:

  1. Imaginative – Video production specialists have to be able to take an abstract idea and turn it into an engaging visual story.
  2. Friendly – A disarming personality does wonders for calming nervous video subjects.
  3. Task Management – Video production specialists often work with deadlines, so effectively managing projects is a must. 

Video Marketing Manager

Similar to production specialists, video marketing managers often handle the technical side of content creation, with the added responsibility of positioning and communicating the content’s unique value to a target audience. They concern themselves with things like publishing frequency, analytics, and exactly where video content falls in the content marketing funnel.

Salary Range: $42,000 – $80,000 "Nothing tells a story quite like video." ~Suzi Nelson

Personal Attributes:

  1. Tactical – Video marketers approach video content creation strategically; they understand where in the funnel their content will land.
  2. Research – Video marketing relies heavily on thorough research to ensure the right message lands in front of the right audience.
  3. Cutting-Edge – Great video marketers are on a constant lookout for the latest in tools, techniques, features, and platforms.

RELATED TRAINING: Content Marketing Mastery: How to Become a Content Marketing Specialist

Skill: Media Buying/Traffic Acquisition

Oh, traffic.

It’s probably the most common topic discussed here at DigitalMarketer. That’s because it’s how companies make their money. Pretty important stuff.

Also, boom! Career security.

The closer you are to how your company makes money, the more indispensable your skill set. If you know how to make a business profitable, you’re not being replaced anytime soon.

So, what does a skill set in media buying include?

Media buyers, in short, negotiate, purchase, and monitor advertisements – in the digital marketing space, that means knowing how to generate the most leads and sales at the best possible price.

This means…

  • Understanding that paid traffic is a system that builds relationships before it sells.
  • Familiarity with in-depth market research techniques, so you can place your ads on the right platform for your audience.
  • Well-versed with a variety of adjectives that are often placed in front of the word advertising, including “search,” “display,” “native,” “mobile,” “video,” and “third-party.”
  • Knowing how and when to use pixels in advertising.
  • Taking a variety of raw data and turn it into valuable metrics like Average Customer Value, Cost per Transaction, and more.
  • Designing campaigns that work in conjunction with content marketing efforts.

Media buying is the bread and butter of making money online, so companies invest a lot in this area of their business. A successful paid advertising strategy is key to making the wheels of ecommerce turn.

Possible Media Buying/Traffic Acquisition Job Titles

Digital Media Planner / Media Buyer / Traffic Acquisition Specialist

This position can go by many names, but the job description is the same: Develop a paid advertising strategy and successfully implement it across a variety of digital channels.

Media buyers plan campaigns from start to finish and handle fun things like budgets and clients. They constantly look for new and better ways to get the most out of their campaign efforts.

Salary Range: $49,000 – $75,000

Personal Attributes:

  1. Cutting Edge – Digital media buyers understand the nuances of changing platforms and constantly keep themselves up-to-date on the latest advertising channels and terms of service.
  2. Data Driven – Budget, ROI, CPC, PPC, CPP… a media buyer keeps a close eye on them all.
  3. Strategic – There is a definite strategy behind media buying, and it pays to get familiar.

RELATED TRAINING: Paid Traffic Mastery: How to Become a Customer Acquisition Specialist

Skill: Testing & Optimization

Marketers are social scientists. They are masters at trying something, looking at the results, deciding what those results mean, and then making changes as necessary.

Where old-school digital marketing focused on SEO (search engine optimization), most companies now implement a strategy that is much more cost-effective: CRO (conversion rate optimization). Which is why specializing in testing and optimization is an upward-trending career path for the industry.

As CRO grows in popularity, the need is high for marketers who understand what to test, how to test, and the best way to analyze the results. Optimization is the methodology of making websites and landing pages as fully functional and effective as possible – which means testing. And re-testing…

(RELATED: [Checklist] The Comprehensive Guide to Running A Split Test)

You can see why this is an important skill that companies crave.

A skill set in testing and optimization means…

  • Researching the best and latest in website optimization.
  • Multivariate and A/B testing of features on landing pages, websites, and other web assets.
  • A deep understanding of the cause-and-effect relationship of website conversions.
  • Knowing how much traffic is enough traffic to test.
  • Understanding what metrics to look at in each stage of a marketing funnel.

Testing and optimization specialists make sure that web pages convert and the call-to-action is taken. Businesses love it when conversions happen in high numbers!

Possible Testing & Optimization Job Titles

Website Optimization Specialist / Conversion Specialist

Competition is high in the realm of ecommerce, so making sure a website is top-notch is a high priority. Website optimization specialists are responsible for making sure load times are speedy, implement campaign optimization, and ensure ease of usability across all of a company’s web-based collateral.

Salary Range: $71,000 – $95,000

Personal Attributes:

  1.  Curious – Always be curious about why things happen the way they do!
  2.  Detail Oriented – Creative solutions require a sharp eye to locate the root cause behind any number of occurrences.
  3.  Innovative – Optimization/conversion specialists look for new and creative ways to test conversion rates and increase website usability.

RELATED TRAINING: Optimization and Testing Mastery: Become a Conversion Rate Optimization Expert

Skill: Email Marketing

Email marketing isn’t anything new, which speaks to its staying power.

This is another skill set that gets you very close to how a business is profitable, which means the more skilled the marketer, the more future-proof the career.

This skill set means…

  • Understanding the strategy behind email automation at each stage of the funnel.
  • Knowing the importance of things like headlines and hooks.
  • Measuring and analyzing click-through rates, open rates, conversions, deliverability, engagement, trends, and anomalies.
  • Coordinating email schedules and campaign assets such as graphics and copy.

Possible Email Marketing Job Titles

Direct-Response Copywriter

Can you write engaging, persuasive content that gets a reader to take immediate action?

Direct-response copywriters understand the methodology in getting an audience to take an immediate action when they read through a marketing email – and create the irresistible headline that gets the email opened in the first place. Copywriters excel at using factual pieces to weave a compelling story.

Salary Range: $40,000 – $85,000

Personal Attributes:

  1. Persuasive – The powers of persuasion must be strong since email marketing copy is crafted to influence action.
  2. Insightful – Successful copywriters are extremely familiar with their target audience; they know just what to say to make them tick (and make them click).
  3. Storyteller – Copywriters excel at using factual pieces to weave a compelling story.

Email Marketing Analyst/Specialist

Responsible for email marketing campaigns from start to finish, analysts (also referred to as specialists in many job titles) do much of the day-to-day coordinating including promotion schedules, campaign planning and implementation, and troubleshooting any roadblocks along the way.

Salary Range: $61,000 – $85,000

Personal Attributes:

  1. Organized – Email marketers have to be organized because they have to be good at managing multiple campaigns.
  2. Attention to Detail – A sharp eye when reviewing email content is always appreciated.
  3. Methodical – Email marketers look at lots of numbers and need to be able to make informed decisions.

No matter what skill set you choose to nurture, there will always be companies looking to fill the gaps in their digital marketing strategies.

RELATED TRAINING: Email Marketing Mastery: Become an Email Marketing Specialist

(NOTE: Looking to sharpen your skills in these hot job markets? Learn more about our DigitalMarketer mastery trainings and become indispensable.)

Learn more about our DigitalMarketer mastery trainings and become indispensable.

The post 6 Trending Digital Marketing Skills to Put on a Resume appeared first on DigitalMarketer.

How to Launch a Podcast, Drive it to the Top of the Charts, AND Keep it There in Just 4 Steps

You can only launch a podcast once.

"You need to get it right the first time... because the clock is ticking." ~Molly PittmanOnce iTunes approves your podcast, you have eight weeks to make an impression in the New and Noteworthy section – the coveted spot on the iTunes Store directory that allows you to be highly visible and gain the recognition of millions of users for eight weeks.

You need to get it right the first time… because the clock is ticking! 🙂

We launched our first podcast, Perpetual Traffic, on July 28, 2015. To our surprise, within eight hours we were Number One in the Business Category on iTunes!

Perpetual Traffic in the #1 spot in the Business Category on iTunes.

We also hit iTunes’ New and Noteworthy within a week.

Perpetual Traffic in iTunes’ New and Noteworthy

We achieved these rankings following a simple and consistent four-step strategy.

And that’s what we’re sharing today – the EXACT four-step strategy you can use to launch ANY podcast in ANY market.

We’re also sharing the big mistake we made with our podcast distribution schedule (this was a big breakthrough for us), so you can avoid making it, too!

We’ll start with…

Step 1: Define Your Podcast’s Concept and Style

Successful podcasts have a consistent concept and style.

You need to plan and decide WHAT your overall podcast will be about before you launch, or you run the risk of having a sloppy show.

Successful podcasts have a consistent concept and style.It’s important to decide what will be unique about your podcast. Think about why someone should listen, why they should care. Also, keep your business’ culture in mind – your podcast needs to align with your business.

A podcast that’s going to hit the top of the charts and stay there needs to be entertaining while providing valuable content on a specific topic that people want to listen to.

You have several options to choose from when it comes to what “style” your podcast will follow. These are some of the examples we considered when planning Perpetual Traffic. Think about which would be the best fit to reach your audience:

Interview Style Podcast

This is the most common style of podcasting.

The host(s) conducts an interview in each episode of the podcast.

For example, in each episode of I’ll Drink to That!, host Levi Dalton interviews a wine expert and names the episode after that particular interviewee.

I'll Drink to That! Podcast

Location Based Podcast

Here the podcast centers on the location it is recorded in.

For instance, The MeatEater is about hunting and outdoor activities and is recorded on the road from locations around the U.S. Every episode is about a different location and the experience that follows.

The MeatEater Podcast

Storytelling Podcast

Can you guess what flow this podcast follows? 🙂

This type of podcast tells a story.

The first episode of the podcast is the beginning of the story, the last episode is the conclusion of the story, and each episode builds off the last and moves the story forward.

There’s a good chance you’re familiar with one of the more popular storytelling podcasts – SerialAs the first podcast to hit five million downloads on iTunes (and that was in April 2015!), Serial is a prime example of this.

Serial Podcast

Teaching Podcast

Each episode of a Teaching Podcast instructs its listeners on a particular topic.

For instance, in Coffee Break Spanish, the show gives listeners a Spanish lesson in the time it takes to drink a cup of coffee.

Coffee Break Spanish Podcast

A Mix: Teaching/Interview/Case Studies

This style is a cross between…

  • Teaching listeners
  • Interviewing experts
  • Examining case studies

A great example of this is the Barbell Shrugged podcast, which focuses on conversations about fitness, training, and has interviews with athletes.

This podcast served as inspiration for Perpetual Traffic.

Barbell Shrugged Podcast

Moral of the story… pick a style that works for you and stick to it.

OK, you know what your theme is — now it’s time to get busy recording your first episodes!

Step 2: Record 3 “Pillar Episodes” (AKA… the Foundation of Your Podcast)

It’s important to keep in mind that the first three episodes of your podcast will serve as the legs of your podcast and be its first impression. We call these episodes “Pillar Episodes.”

Pillar Episodes…

  • …are great to reference back to in future episodes. Use your first three episodes to build the foundation of your podcast. Reference back to your first three episodes often by mentioning them during the podcast and linking to them in your show notes page – which lists all of the episodes and provides links to the resources mentioned in a particular episode. We reference our show notes throughout an episode, so we can send traffic back to the site and pixel high-quality leads.
  • keep you from repeating yourself. Pillar episodes improve the flow of your show dramatically. Instead of repeatedly explaining a fundamental concept, you’ll simply reference a pillar episode. Like, “We explain this in more detail on Episode X. Go back and give that a listen.”
  • …are good for your rankings because you’re constantly referring back to previous episodes, so listeners will have a reason to go back and download past episodes. iTunes loves to see that people aren’t just listening and downloading the latest and greatest episode, but are consuming multiple episodes. This will help you maintain consistent downloads (more on the importance of consistent downloads in a minute).

When you launch your podcast, launch with three episodes (or more) because it serves as a hook for your audience and gives you the opportunity to create a solid first impression.

You’ll also have three episodes for newcomers to download vs one – 3x the amount of downloads!

But how do you come up with three pillar episodes?

Look to your blog, YouTube channel, or other mediums where you’re creating content.

What are your most popular topics – the foundational posts that really interest people? Content that has resonated with your audience can be repurposed and serve as your podcast’s pillar posts.

For example, before “How to Launch a Podcast” became a DigitalMarketer blog post, it was a Perpetual Traffic episode, and before that, it was a presentation at 2016’s Traffic & Conversion Summit.

People were responding to this topic — so, it was repurposed.

Before “How to Launch a Podcast” became a DigitalMarketer blog post, it was a Perpetual Traffic episode, and before that, it was a presentation at 2016’s Traffic and Conversion Summit.

But if you don’t know the best content or the most popular content for you, go to:

These two tools will tell you…

  • What’s the most popular content
  • What people are searching for the most
  • Can serve as inspiration for podcast episodes

For instance, this is what a search for “content marketing” looks like on Buzzsumo…

Searching for “content marketing”on Buzzsumo.

Based on the Buzzsumo example, perhaps the first few episodes of your podcast about content marketing could explain the tools every content marketer needs.

(NOTE: Want to learn more about driving your podcast to the top of the charts and keeping it there? You can do it with a simple 9-Step Podcast Launch Plan. Get the exact process we used to plan, launch, record, edit, and distribute a podcast that hit #1 on the Business charts and New and Noteworthy in just a week – and it’s 85% off for a limited time! Get started now.)

Get the Podcast Launch Plan. It's the exact process we used to plan, launch, record, edit, and distribute a podcast that hit #1 on the Business charts and New & Noteworthy in just a week.

Step 3: Launch You Podcast with a Contest

When you first launch, you want to create as much momentum and buzz as possible. A contest can help with that and help you rank.

For your podcast to rank, you want people to… A contest can help you get the downloads, subscribers, and ratings you need.

  • Go to your podcast
  • Download your first three episodes (Pillar Episodes)
  • Subscribe
  • Leave a review

This shows iTunes that this podcast is great, which will help you move up in the charts.

You want positive reviews…

Reviews of the Perpetual Traffic podcast in iTunes.

So you can be here…

The Perpetual Traffic Podcast in iTune's New and Noteworthy.

…so, make sure the content is outstanding.

A contest can help you get the downloads, subscribers, and ratings you need.

Launching with a contest helped us hit Number One in the Business Category. It’s what got us to New and Noteworthy and helped us stay there for eight weeks.

When you use a contest, make sure the prize is specific to your market. You want the gift to really appeal to your audience.

Your contest prize shouldn’t be something that appeals to the masses because you’re not aiming to attract everybody. You’re working on gathering people who will actually find value from your podcast.

For instance, if your podcast is about fishing, you wouldn’t want to give away a laptop or a tablet. A more specific and appealing prize to your audience would be a fishing rod or tactical gear.

Also, if you don’t have your podcast audience built prior to your launch, giving away a prize that’s really relevant to your prospective listeners will make them more likely to engage.

When launching your podcast…

  • Call on your community and market to help you launch this podcast – make them aware of the podcast and ask them to share it
  • Ask your friends to share the podcast and its contest
  • Ask big media properties in your market to share the podcast contest
  • Partner with people in your market that already have an existing audience, and ask them to share your podcast

Here’s a look at the contest we ran when launching Perpetual Traffic. Our contest prize was a ticket to our annual Traffic & Conversion Summit

The contest landing page announcing the launch of Perpetual Traffic.

Over the course of the contest, which ran two weeks, we:

  • Called on our current audience and community for support. We told them we were starting a podcast and asked for their help in getting it to rank.
  • Asked people to subscribe and leave a review of Perpetual Traffic. After completing those steps, they could enter the contest.
  • Sent emails. We sent three over the span of two weeks. Here’s an example of one…

An example of an email DigitalMarketer sent to their list announcing the launch of the Perpetual Traffic podcast.

  • Distributed the contest to owned media (like our Facebook page). Here’s how we announced the launch of the contest and Perpetual Traffic on DigitalMarketer’s Facebook page…

DigitalMarketer announcing the launch of the contest and the Perpetual Traffic podcast on DigitalMarketer’s Facebook page.

  • Ran Facebook ads to cold traffic (people who have never heard of you before) like this…

Facebook carousel ad promoting the launch of the Perpetual Traffic podcast.

And that takes us to our final step…

Step 4: Continue to Generate Buzz

You can only be in New and Noteworthy for eight weeks; so, what do you do after the initial eight weeks?

Before you launch your podcast, plan your diversified distribution schedule.To continue creating buzz and generating downloads, you need to create a distribution schedule.

When we first launched Perpetual Traffic, we published episodes on Tuesdays, and we distributed that episode via ads, email, and social media that same day.

So, that was our distribution schedule: all on the same Tuesday.

And that’s where we made a mistake. We were getting big peaks in our downloads on Tuesday, and then downloads would fall off drastically the rest of the week.

Peaks and valleys in your downloads won’t help you rise in the ranks on iTunes. To iTunes, consistent downloads are proof of a quality podcast, and that’s what you need to aim for in order to rank and continue to generate buzz: consistency.

You don’t want your downloads to spike, like the image on the left (what we were doing initially). You want a more gradual amount of downloads, like on the right.

You don’t want your downloads to spike, like the image on the left. You want a more gradual amount of downloads, like on the right.

We realized we were using the wrong distribution approach, so we diversified our distribution schedule.


  • A new episode goes live on Tuesday.
  • On Wednesday we create a Facebook post announcing the latest episode and boost the post for three days. Here’s an example of one of these boosted posts for Episode 84

Example of a boosted Facebook post promoting the Perpetual Traffic podcast.

  • We email our list on Thursday to tell our subscribers about the new episode.
  • Then, throughout the week we consistently distribute the new episode AND redistribute old episodes using social media, paid ads, and email banners.

Before you launch your podcast, plan your diversified distribution schedule.

What does your distribution schedule look like throughout the week to ensure you’re getting consistent downloads? It’s all about being really consistent in your distribution, while also diversifying your distribution.

(NOTE: It’s also important to be consistent with the day your episode goes live, so you train your listeners when to expect a new episode.)

Other Podcasting Tips

Here are a few other ways to keep subscribers and download numbers high after you launch:

  • Mini-Series Podcasts – Create episodes that have more than one part: a Part 1, Part 2, Part 3. These are extremely powerful episodes because they essentially leave people hanging. It makes people want to come back to know the end result. That’s a big reason Serial is such a successful podcast.
  • Guests or Guest Hosts – Invite guests on to your show that will draw an audience and interest your audience. Also, the guest is likely to share the podcast with his/her audience. For instance, in Episode 44, we invited Amy Porterfield on to our show to discuss how she launches products. After the episode went live, Amy shared this on her Facebook page…

Amy Poterfield shares on her Facebook page the Perpetual Traffic podcast episode she was a guest on.

  • Reference – Again, continue to refer to past episodes, which will keep downloads on older episodes high, so you remain consistent in iTunes. Throughout each episode of Perpetual Traffic, we reference past episodes that flesh out a topic more than the current episode does. And, we reference the Show Notes to send traffic to the site and pixel quality leads.
  • Breadcrumb Future Episodes – Include a little teaser or mention of what can be expected in a future episode. This gives the listener something to look forward to – a reason to not only anticipate your podcast in the future but to also come back.

Valuable content and consistency are the keys to a successful podcast.When you start a podcast, don’t feel like you have to cookie cutter a podcast that is experiencing success. Take bits and pieces from popular podcasts that feel most natural to you and is best for your business.

Valuable content and consistency are the keys to a successful podcast… so, get out there and start podcasting!! 🙂

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The post How to Launch a Podcast, Drive it to the Top of the Charts, AND Keep it There in Just 4 Steps appeared first on DigitalMarketer.

A Quick & Comprehensive Guide to Facebook Remarketing

Struggling with conversions and the ever-growing cart abandonment epidemic?

You’re not alone. The attention span of the average visitor on-site is shrinking. Meanwhile, cart abandonment rates are on the rise as more visitors drop off for one reason or another.

In fact, a recent report from Listrak puts the average abandonment rate at approximately 78%.



These factors combined spell double trouble for marketers who just can’t seem to convert visitors despite their best efforts. And you can do just about everything right in terms of conversion optimization and still watch your would-be customers or opt-in’s slip away.

Maybe they had second thoughts about your price point or something in your copy rubbed them the wrong way. Perhaps they had to step away from their screen and flat out forgot to come back.

Either way, it happens.

That’s why Facebook remarketing has become the bread and butter of marketers looking to win back lost traffic.

For starters, Facebook ads allow marketers to get hyper-specific in terms of their audiences and who they’re targeting. Also consider that the average person is spending nearly an hour per day on Facebook, increasing the likelihood of eyeballs on your ads versus the blind hope that your past visitors will return on a whim.

facebook pixel

In this guide, we’ll cover some of the essentials of Facebook remarketing, including:

  • What Facebook remarketing is (and what it isn’t)
  • How Custom Audiences and Facebook Pixel work
  • The in’s and out’s of generating Custom Audience and Facebook Pixels
  • Why Facebook remarketing excels above the majority of social ads

Whether you’re new to the world of Facebook remarketing or want to fine-tune your next campaign, this guide can set you on the right path.

So, let’s get into the nitty gritty.

What is Facebook Remarketing?

Facebook remarketing refers to the act running ads targeted toward past visitors to your site.

Let’s say you run an ecommerce store. You’re getting traffic to your checkout pages, but your bounce rate on those pages is pretty high. You realize that people are right on the edge of converting but you’re losing them.

Through Facebook’s tracking pixel, you can identify visitors who bounced and run a targeted ad based on their behavior. For example, you could offer a Facebook-exclusive coupon code or some sort of freebie to incentivize them to complete their purchase.

Here’s an example of an ad from Jon Loomer directed at someone interested in purchasing one of his digital courses:

Jon Loomer Facebook Remarketing ad example

The copy in this particular ad is specifically served for traffic who was on the fence about Jon’s course and needs some reassurance. This is obviously much more likely to convert a previous visitor than a generic, one-size-fits-all ad.

In short, the biggest benefits to running a remarketing campaign are three-fold:

  • Your ads are front and center in your leads’ Facebook feed: in other words, they occupy prime real estate.
  • Facebook remarketing isn’t impacted by ad blockers which are crippling most native ads these days.
  • Marketers have so much information at their fingertips through Facebook ads that they target exactly who they want.

Now, it’s also important to note what Facebook remarketing is not.

Despite popular belief, remarketing isn’t about “stalking” your traffic or hunting them down. Remarketing isn’t a silver bullet solution, either. If you want your campaigns to succeed, you’re going to need to know exactly who to target.

Speaking of which, effective targeting starts with understanding how Custom Audiences and Facebook Pixels work.

Facebook CTA GIF

Breaking Down Custom Audiences & Facebook Pixels

The beauty of Facebook ads is that you can break down your ad-targeting based on extremely specific behaviors and the backgrounds of your leads.

Your current customer list via email? Check.

Traffic that visited a particular page? Check.

Visitors that haven’t hit up your site in a while? Check.

First thing’s first. You need to create your Custom Audience based on who you’re targeting. In Facebook’s own words, the purpose of a Custom Audience is to “connect with people who have already known interest in your business or product.”

So here’s what we see when we start to figure out our audience:

Create a custom audience in Facebook

As you can see, we have a few options. For example, if we select “Customer File,” we have the option to either import a customer list via MailChimp or prepare a file of our own customer data:

Preparing customer data in Facebook

You can see just how in-depth Facebook remarketing gets at a glance, right?

Well, for the purposes of this guide we’re going to focus on Website Traffic. After all, that’s where the Facebook Pixel comes in handy.

Think of a Facebook Pixel as a sort of tracking code. If you want to track your traffic’s behavior from your site back to Facebook, you have to copy and paste the code from your Pixel to your website. If you’ve ever set up Google Analytics before, it’s a similar sort of process with a few extra steps.

Alright, so let’s set up our sample pixel:

Retargeting Pixel in Facebook

Selecting the “Website Traffic” dropdown, you can see once again how you can segment your audience beyond general traffic:

Website Traffic dropdown in Facebook Pixel

For this example, let’s say we want to target visitors who checked out our fictional ecommerce blog but not our storefront. Facebook allows you to include or exclude URLs for targeting purposes. In this case, we’re including “blog” visitors and excluding anyone who landed on a “store” page:

Remarketing Pixel example specifics

After creating our audience, we’re given two options. If you’re running your site on a platform like Shopify or Woocommerce, you can instantly integrate your pixel in just a few clicks:

Ecommerce functionality for Facebook Pixel

Or you can copy-and-paste your pixel the old-fashioned way. Facebook provides a step-by-step breakdown on how to successfully install and test your pixel:

Facebook Pixel code

Facebook also provides specific “event codes” for actions on-site such as adding an item to a shopping cart or wishlist. This again shows us just how granular Facebook remarketing can get:

Facebook Pixel event codes

Finally, Facebook states that it takes approximately 20 minutes for your Pixel to become active. Once it does, you’ll see the following status update in your Ads Manager:

Facebook Pixel status

And that’s it!

Obviously, there are plenty of variables to work with and lots to tweak within any Facebook remarketing campaign. Keep in mind that this freedom allows marketers to target exactly who they want and make the most of their ad spend.

The True Power of Facebook Remarketing

Chances are you’ve been served an ad on Facebook that feels like it was tailored just for you, right?

You visit a shop online and browse for a few minutes. The next day you see a sponsored post in your Facebook feed for the exact same stuff you were mulling over.

Or let’s say you spent some time reading a killer blog post and then something likes this pops up in your feed:

Facebook sponsored ad

Sound familiar?

That’s what makes Facebook’s platform and remarketing in general so powerful, though: marketers can fine-tune their campaigns to the point where it seems like a science. That said, much of the success of any given retargeting ad comes down to how much attention you pay to your Custom Audiences.

Think about it. Let’s say you’re an ecommerce shop that sells apparel for young adults. As such, it’s crucial to run ads with the appropriate imagery and copy that speak to the specific segments of your audience.

For example, your remarketing ads for summer blouses probably wouldn’t perform particularly well with your male audience members, right? Meanwhile, your men’s shoe deal probably wouldn’t do much for the females on your list.

As a result, marketers must craft their audiences accordingly. Here’s a snapshot of what my Custom Audience might look like for a sale on men’s shoes:

Facebook customer audience men

Effectively honing in on appropriate Custom Audiences can make or break your campaign. The more specific your demographics and parameters for ads, the better.

Even if you’re not worried as much about segmenting your traffic, there’s still a time and place for remarketing. Email is a prime example. Importing your email list into Facebook ensures that you can hit up those on your list who might not be regularly engaging with your messages. On the flip side, you have the option to exclude those who are.

And if nothing else, Facebook remarketing is a great measuring stick for your ads in terms of what’s performing and what isn’t.

Why Facebook Remarketing is Worth Your Time

Regardless of the size of your business or list, there’s a reason why Facebook Ads are the go-to for so many marketers today. The ability to drill down and target specific visitors based on behavior is leaps and bounds above most ad options out there. Representing prime real estate for your leads, well-crafted ads can do wonders for conversion rates and cart abandonment woes.

While no marketer should blindly throw money at Facebook Ads, they’re certainly worth experimenting with to bring bounced traffic and lost leads back to your business.

Since we’ve all likely been on the receiving end of Facebook remarketing, how do you feel about these types of ads? If you’ve been sleeping on them, what’s holding you back? Feel free to share your experiences with remarketing and let us know your thoughts in the comments below.

This post A Quick & Comprehensive Guide to Facebook Remarketing originally appeared on Sprout Social.

Episode 109: What We Think of Target, Thrive Themes, and Ezra Firestone’s Facebook Ads (and What This Means for You)

Want to stop the thumb scroll and have your Facebook ad stand out on the news feed? Then join the experts as they critique seven Facebook ads from companies big and small. Learn the mistakes to avoid and gain actionable strategies that can be applied by any industry to create effective Facebook ads.

Find the images of each Facebook ad critiqued in the Resource section.


  • How to portray that your product will elevate your customer’s status, making it a more desirable purchase (« Hint: It’s one word).
  • What your ad image needs in order to stop the scroll and stand out on the crowded, competitive news feed.
  • The phrase to include in your ad copy to effectively introduce the value your product brings (« if you’re ever stuck with your copy, you can always use this phrase).
  • A simple retargeting ad anyone can replicate – no matter your industry – that generates social proof.

Episode 67: The Proven 3-Step Formula to Transform Your Business with Video Ads [Part 1]
Episode 68: 3 Elements of High-Converting Video Ads [Part 2]
Episode 84: Ryan Deiss: 7 Questions I Ask Myself Before I Finish Writing Ad Copy

Molly Ads:
ThirdLove Facebook Ad
Target Facebook Ad

Ralph’s Ads:
Thrive Themes Facebook Ad
Jordan Carter Facebook Ad
Ezra Firestone Instagram Ad

Keith’s Ads:
SharpSpring Facebook Ad
Neurohacker Collective Facebook Ad
Watch Neurohacker Collective’s Facebook ad here.

Thanks so much for joining us this week. Have some feedback you’d like to share? Leave us a review on iTunes!

The post Episode 109: What We Think of Target, Thrive Themes, and Ezra Firestone’s Facebook Ads (and What This Means for You) appeared first on DigitalMarketer.

How to Grow Your Facebook Following: A 6-Step Plan

Looking for new ways to grow your Facebook audience? Have you considered targeting prospects by interests that are related to your product? In this article, you’ll discover how to grow a specialized audience on Facebook in six steps. #1: Analyze Broad Target Market Characteristics The first step is to identify a target market that will […]

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– Your Guide to the Social Media Jungle

How to Get Started With Facebook Analytics

Are you taking advantage of the actionable data Facebook offers marketers? Have you explored the Facebook Analytics dashboard? Facebook Analytics is a robust tool that lets marketers explore users’ interactions with advanced goal paths and sales funnels. In this article, you’ll discover how to get started with Facebook Analytics. What Data Is Available in Facebook […]

This post How to Get Started With Facebook Analytics first appeared on .
– Your Guide to the Social Media Jungle

Facebook Stories Enhancements: Public and Desktop

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show with Erik Fisher and Kim Reynolds, we explore Facebook Stories on desktop with Jeff Sieh, Facebook ad updates with […]

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– Your Guide to the Social Media Jungle

How to Use Facebook Ads Manager: A Guide for Beginners

Thinking about running Facebook ads but don’t know where to start? Want a primer on Ads Manager before running ads? In this article, you’ll learn to navigate the Facebook Ads Manager main menu and discover the basics of creating and analyzing your Facebook ad campaigns. How Do I Set Up My Facebook Ads Manager Account? To […]

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– Your Guide to the Social Media Jungle

How to Use Facebook Groups for Business: A Guide for Marketers

Want to use a Facebook group for business? Wondering how to promote your products and services in Facebook groups? Whether you create a Facebook group or join one managed by someone else, you can use groups to position yourself, find new customers, and more. In this article, you’ll discover how to use Facebook groups to […]

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– Your Guide to the Social Media Jungle