Episode 16: Google’s Mobile First Decision and You

Show Notes:

Is Google getting ready to kick your website and its web pages to the bottom of their search index? If your marketing department and website is not thinking mobile-first then this absolutely might be your fate, very soon.

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Transcript

welcome to episode 16 of make the logo bigger. Uh, our podcasts where we take you inside and behind the scenes of a marketing agency and also, uh, with my co host Mike Carroll inside of a product team and really talk about the ins and outs of marketing and this week it’s kind of an interesting topic. Um, it, it kind of shows some examples of, of a couple of different things. One important ways the trends evolve very quickly in a digital marketing, a sort of environment. And also, uh, the way that we as marketers often as we get kind of deep in the weeds on execution. Sometimes we’ll miss or are sort of let big trends kind of evolve quickly overtop of us. And we just got to be constantly on the lookout for significant trends that are happening in our ecosystem that are going to change the way the types of marketing practices that we do perform over time.

And this is, uh, this particular topic this week. A huge example of that specifically. Um, and it kind of came up about a in a, a interesting way are nick miles, our ppc guru here at Kalydeco just started all of a sudden sort of banging on us on slack. Um, and he’s always good at given us trends and things that are going on, particularly in PPC, but I’m also in Google and just in general, he’s really good at sort of curating a and read some content out there that keeps us on the leading edge. But this week he started really kind of banging on us in slack and tell him myself and Dq who’s our head of operations that, hey, this is something you guys got to pay attention to. We got to pay attention to not only for ourselves but we got to light a fire underneath our clients because this is something that’s going to significantly make changes in how a lot of our campaigns are performing.

Um, and it’s something that’s, that’s kind of already in motion. And so what we’re talking about this week is a Google’s announcement that they are going to a mobile first indexing strategy and implementation. Now this is something that they’ve been talking about for a couple of years, um, but, um, as of March and again, you know, here we are in July, you realize very quickly how we kind of miss these trends. So this was something announced in March that they’re actually implementing after talking about for two years and we’re kind of like sitting up and noticing here a couple months later in July. So, and I think part of that is that we’re actually starting to see some of the impact of, of Google’s strategy there and, and initiative. And so, um, so anyway, that, that was kind of Nix a warning to us to say we gotta we gotta get the fire lit underneath our clients.

We need to start talking about this thing, uh, we need to start publishing. And this is kind of the first part of that publishing some resources and educating our clients and even people that are, that look at us just for advice to start to educate them about this really important subject and, and how it’s going to really change the results that you’re going to get back from Google. Not only as a consumer but as a marketer, and that makes a ton of difference in the way that we kind of plan and strategize what we’re trying to do, particularly as it relates to lead generation. So, um, so we’re going to talk about that here in a second one to jump backwards a little bit. Um, so as you guys probably know, if you’ve been listening to us for awhile, my cohost is Mike Carroll. He actually runs is the head of growth at nutshell and uh, used to work here as our president at Kalydeco.

So he’s my co host. He’s been gone here for a couple of weeks. Don’t worry, he’s going to be back. I know a lot of you had said that you like that kind of interaction and then actually as he shifted over to a company and to the product side and kind of the flip side of the agency equation, you really liked that interaction. So he’s still around. We’re just trying to kind of coordinate as I went back and forth with, uh, with my vacation. I took two weeks off. Um, and he’s trying to kind of get up and running there. They got some initiatives and, and uh, that are moving as you can expect it, a new position. It’s all kinds of attraction that you’re trying to get really quickly. So it was harder to coordinate our schedules, but he’s coming back, uh, we talk all the time, still actually had a great discussion, um, late last week when we were kind of talking about.

And this is something that’s come up on both of our radars is really that interaction and collaboration or in most cases lack thereof between sales and marketing. And we’re going to talk about some really important topics there of how these two organizations within a, you know, a typical company structure need to work together. Um, and we’re, we’re going to take some very specific examples of that. I’m not just integration but also the way that we think about things in the way that we use the strengths of both of those teams to kind of work together to really amp up our overall lead generation strategy or overall revenue, uh, and new customer acquisition strategies. And so it’s really fun topics that are in our idea bucket and looking forward to doing those. So we’ll get him back here probably next week. We’ve got a couple on the schedule.

And then the other thing that’s kind of cool it’s coming up, uh, is I’m starting to reach out to some guests and we’re going to bring in some guests, people that you’ve probably heard of and get some of that energy of interaction into a, what we’re doing here on make the logo bigger and continue to add value to you guys. And as always, you know, give us feedback on all the channels where you’re listening to those podcasts, give us comments, give us feedback, and we want to process those and integrate them into the show so that we continue to, to, to give you some good value. And of course you can always email me at [inaudible] dotRice@Kalydeco.com. All right, so enough of that, let’s actually get into our main segment here this week. Um, and so I wanted to start, when we’re talking about the mobile first indexing, sort of a problem set or what’s getting ready to take place here, I’m probably the best place to start is why is google making this decision and really talk about what’s happening out there that’s making google say, hey, I want to make sure that I’m indexing a mobile responsive or a mobile, uh, effective.

It’s probably the best way to say it. A mobile effective webpage as my result in all cases, I always want to do that first. Well, the simple state of the, of the world is that a people are moving to their mobile devices as their primary device and we’re seeing that if you look at your google analytics, you probably already seen this. Um, and if you’re not seeing it, it probably is indicative of the problem that you don’t have a quality mobile site and you’re already being impacted. So if you’re not seeing at least a 50 slash 50 split or probably a more likely a 60 40 split, um, or in a lot of our cases we’re seeing a 70, 30 split. This includes B, two B as well. I’m in a leaning or a favoring of mobile traffic than your website is probably one of those that’s in trouble right now.

Um, so just in general, the overall sort of spectrum of traffic out there that we’re seeing in the popularity of mobile devices versus desktop devices or desktop environments we’re seeing just in general a traffic wide across the internet. That split is easily 50 slash 50 or 60 slash 40, again, favoring mobile. So, um, if you’re not seeing that in your google analytics, then you’re definitely a sort of in the Doghouse, uh, as far as traffic. So the mobile devices not being there means that you’re in those places that you can get traffic. There’s simply, you’re simply not being served up, which is a lot of what we’re going to be talking about today. But, um, again, kind of getting back to the problem set is Google’s realizing that that if this is the trend, um, and it’s only getting greater and that these mobile devices are only getting more powerful and more usable and that sort of thing, what’s happening is that Google is serving up results and, and we see this a lot.

You probably still see a little bit of this if you search for things, especially really competitive sort of questions and problems, you’re going to get back search results in a lot of cases from sites that have been around for a long time. Um, and so not only the site’s been along, but probably that page has been around for a long time. Um, and so that legacy has created a lot of results in Google’s index that are simply not sufficient for, um, for mobile devices. So there are old pages, um, in some cases that are old sites, some cases that are even neglected sites. But the information was so good. And this is kind of what Google has always historically I’m evaluated as the quality of the information is spot on. It’s answering the question, it’s doing it in a in a good way. It’s doing it in an intuitive way, but now Google is adding this extra dimension in there and saying, can I actually get that information?

Can I consume it on my mobile phone and if I can’t then I’m gonna move you out of or down in the index because I need to get these mobile adaptive or a mobile, a responsive sites in place because it’s great if the information is there and that the greater and the information is exactly what the customer needs, but if I can’t consume it on the device that I’m using, then it’s ineffective and, and that’s Kinda the problem that Google’s been wrestling with is they’re serving up all these pages. You just simply can’t read them on the mobile phone. Meanwhile I’m. The percentage of the Internet that’s using mobile devices is now the majority, and so that’s why they’ve had to make this change and that’s why I’m as Google always does, whenever they make changes, they try to be iterative and they try to do lots of testing and so that’s what they’ve been doing over the last couple of years to make sure that this is kind of work.

And, and, and so they’re now implementing. Now, the other thing that’s important about this, anytime you’re trying to figure out what Google is doing or what they might do, um, it’s really important that you keep in mind that Google’s perspective is that your customer, people that are coming to the, to the web and searching through that engine, that’s their customer. Um, and so your customer is their customer. And so they don’t really, I mean, their first priority is to deliver a great experience in their search engine. And a great experience means a few different things. Uh, back in the day, uh, when they started, they begin and you can read a lot of their history. Their number one priority at the beginning was to provide search results as fast as possible. And so they’ve accomplished that. They do that in milliseconds, right? And then the second thing was to provide as many quality results as possible.

And of course they’ve accomplished that. And now one of their primary concerns is, um, well I guess even before that, the other primary concern is the quality of those results, right? There was early in their index, there was a lot of ways to sort of game and get yourself up there. And so they, they weeded out the web spam, um, and getting rid of those kind of low quality results over overtime. And now their new priority is how do I get results that are readable for the majority of my customers and in that particular case they’re on mobile devices. And so, um, so that becomes really critical. So never, whenever you’re trying to kind of figure out your strategy as it relates to Google, I’m never forget that Google considers a, these visitors to your website is their customer. And so if for a minute they think that you’re not delivering a great experience for their customer, then they’re going to move you out.

Right? And so that’s what’s happening with this mobile first initiative in particular is if you’re not going to step up and they’ve been warning us for two years, if you’re not going to step up and provide a mobile experience for the people that are trying to look at your site on the web, on their mobile device, if you’re gonna be lazy about that. You’re just going to kind of, you know, sit back and take all their google traffic and leave your website looking like it’s 19 nineties or just designing it for desktop only and then hoping that, that the mobile device will, will do all of its magic to try to get it, you know, in a usable format for that device by shrinking it down or something like that. Google is now saying that’s not acceptable. That’s providing our customer a bad experience. Uh, and as a result, um, that’s making our products suffer, uh, in, in the marketplace.

And there is competition. There’s competition for searches, there’s competition for other ways to gain information, and especially with facebook and stuff right now that’s kind of evolved as a platform. So don’t ever think that Google doesn’t have any competition and then they’re not, um, incredible competitors. I’m always trying to improve that product and that product honestly, um, is your website and so they’re going to expect a high quality website. So here’s Kinda the, the bad news, good news part of this. So it’s definitely an urgent warning. If your website is currently not in a state to provide that mobile first experience, then this is definitely a warning. You’ve got to immediately make this a priority in your organization to adjust your website in such a way that it’s going to be more effective for mobile devices. But in my opinion, it creates a huge opportunity because there’s going to be lots of websites that are not going to heed this warning.

Um, and as a result, they’re going to continue to do what they’ve always done and they’re just going to leave that page and they’re going to hope that Google continues to send them traffic. Some of these websites or that, that hold onto some of these indexes, um, may not even really kind of have active management anymore. They’re just kind of legacy pages like I said. Um, and so they’re going to lose in this, uh, in this change or adjustment in Google’s indexing. So, um, so there’s some opportunity there. There are people that are not going to heed this warning and there are companies that are not going to heat this warning. Um, and as a result, they’re going to lose traction in this index. And so then of course, the huge opportunity is if you’re one of those who is willing to do the work and get into a place to do mobile first and have high quality content, which you probably already do.

Um, it’s just one of those things that you, maybe you’re just the new kid on the block and you haven’t been able to crack through there. You’re going to get a lot of lift out of taking your website and redesigning it to make sure that your mobile first. So, um, so that’s the huge opportunity you’re going to be able to take over those spots where other people are not listening or not doing it as well. Um, and so that’s going to be a key factor as well, like the difference between, Hey, I’m just going to do a desktop, I’m going to do mobile responsive, which means I’ll, I’ll kinda crunch everything down, maybe move some things around so that it goes on the actual device, but if I take my website and I actually seriously think about the mobile device and what they’re trying to do there, uh, and the fact that we have big fingers on a small screen and that sort of thing, uh, and deliver a better experience and take a little extra time to do that in a good way.

Or even just the interactions making interactions more intuitive. The information I’m more readable. Um, so there’s a whole bunch of kind of little tips and tricks that we could talk about there. Um, but the better that you do that, the more likely you’re going to get pushed up in that index as others precipitously fall. And we’re going to start hearing a lot of that in the coming months. I can already predict it. If you go to the SCO sites, I guarantee you you’re going to see a lot of discussion and dialogue. Um, much like we had back way back in the penguin update, which was kind of a sizable google search index update. Um, there are going to be people that are really going to go through some hard times is they kind of move through this and haven’t necessarily kind of paid attention or done the right things or just have kind of misinterpreted.

I’m what’s going on here. So huge opportunity. So what I’m suggesting is as now is really a time for a bold move and we seen this before and it’s kind of proven out. So, um, so your particular risk in this is really low one. We know that Google’s going to make this change. I’m too, I’m going to tell you about a company that you definitely know about, uh, who made this decision to go mobile first a long time ago, uh, and has dramatically increased their revenue as a result. So we’ll give you a, an example that you can put into your pitch to your boss or to your organization or to your committee or whoever has to make this decision to put some resources and priority against making your website mobile first. Um, and so, so this is proven. So really the only risk here is not taking the move to get your website and a mobile first position.

Really, the biggest risk here is doing nothing. Um, and because again, we know that the environment is changing, the ecosystem is changing and as a result, if you do nothing and you lead with that desktop version of your website, uh, you’re ultimately going to loot. So what I’m suggesting is you need to make a bold move and you need to make what I’m calling a Zuckerberg move. So facebook’s CEO, Zuckerberg basically went in and made this move already for you, right? So, uh, what happened is back in, um, let’s see, he actually did 2012, uh, back in 2012. He had actually recently, facebook had recently IPO, um, and it was in a bit of a troubled position here. They had ipo, they had done a couple of quarterly earnings where they’d sort of miss some projections. Um, there were, their stock price was flagging significantly.

Um, I think the IPO at around $25 a share, um, they were actually dip below $20 a share, um, and people were talking about the kids were leaving the platform. And so facebook, everybody thought facebook right after their IPO was going to collapse and it was kind of interesting. Um, I got, I got a front row seat to this because I actually bought shares when it was blow there because I didn’t, I didn’t think for a minute that facebook, especially after an IPO, especially after an IPO that flooded in a billion dollars into their bank account, they weren’t going to figure this out, but I was surprised with how they figured it out. Um, and this goes to our discussion today, so in 2012 with everything kind of being in a little bit of turmoil, they had an IPO that was very messy. Um, and, um, and, and they’re reporting that, hey, we’re having some problems.

Well, one of the main risk factors that they stated, um, in, um, in their quarterly report, and you can get into the sec filing, I actually did an article on this. There’ll be linked here, um, so you can actually look at the specific statement, but basically what Dr Burton said was, hey, the, um, there is a movement on the Internet to people using and he was specifically talking about his platform, but we could probably extrapolate that it was just the nature of, of, of behavior in general and the Internet. Uh, but for our platform there is a majority or a shifting majority of folks that are using our platform on their mobile device. Um, and we’re really not, um, we haven’t positioned our product to be a mobile application or to be particularly great experience on the mobile device. And the second part of that is we certainly haven’t thought about how to monetize on the mobile device.

So we’re not making any money from customers that are coming through the mobile device. So this is exactly the scenario that, that most of us are sitting in today. If we haven’t really thought about our website as a mobile first product, um, is something that’s going to be served on the device and we haven’t thought about how to take that customer, um, and, and make them and turn them into revenue and provide them an experience that allows them to buy from us, uh, that provides them to become a lead with us that were in the exact same spot. The market circular was a in 2012 is, hey, we haven’t thought about our website is something that has to be a first and foremost a, a quality product and experience for the mobile device. And number two, we haven’t figured out how to make money from those consumers that are coming through that mobile device.

So, so this is the lay of the land for you today. And Zuckerberg already laid out how to, how to accomplish this in 2012. And as a result of this, he moved from zero revenue. So He’s already made the business case do you went from zero revenue to 4 billion in current reported earnings off of just the mobile channel. So it works, the bottom line is it works. And so, so if you’re putting together this picture, you’ve got to make the priority case for this. Um, it’s really, it’s kind of buttoned down for you. And like I said, I wrote an article about this kind of help, uh, put all these sort of pieces together. Um, but the fact of the matter is, here’s the case, Google’s making the change. Those people with great mobile sites are going to get the top of the index, top of the index, gets the traffic.

Um, everybody’s using their mobile devices across the Internet. So we, we know that they’re going to use our website on a mobile device and we need to think about how to create an experience that gets us just as much revenue from people coming in and a mobile device as it does coming through a desktop. And you’ll see this too. Don’t, don’t take my word for it. Go into your google analytics and look at the conversions of your desktop versus your mobile and you’re going to see this disparity. We’ve got one client, we just did an analysis for, um, and he, he’s converting almost five this convert it almost five percent. I’m on the desktop experience, but when somebody comes there via a mobile device, that conversion drops down to zero point two, eight percent. So we gotta fix that, right? So it’s just a perfect example of that.

So, so now let’s go to next steps. Um, so obviously you’ve got to make the case for it, but if you’re making the case for it and you got the prioritization and you’re ready to kind of move forward with this or you’re just kind of collecting the information in order to make the case, these are the steps. This is a checklist that I would personally go through and this is the checklist that we’re going through with each and every one of our clients to make sure that we’re doing this right. So the first thing is document the current experience. Test your homepage test, um, your major traffic pages, and look at whether or not that’s a mobile friendly experience. And there’s a couple tools that make this easy. Obviously you can pull it up on your mobile phone. I definitely suggest you doing that because that’s probably what your boss is going to do.

That’s what the c suite is going to do when you bring this up. They’re going to probably go to their mobile phone and they’re going to put this in and see whether or not like that. They think it’s an okay experience or acceptable or if it’ll pass or whether or not it should be a priority. Um, but in addition to that, let’s gather some real data. So Google has a mobile friendly testing tool. You can just google that or you can take a look at the show notes, got a link to that or something like browserstack, um, and then line that up and look at those experiences. And then you can take some screenshots. You can put them in your presentation. Then you can really show the difference between, hey, this great experience that we’re doing on desktop in this sub optimal experience that we’re doing with our mobile phone.

Um, then the next thing is determined the current impact on your website and the visitors to that website. So I already talked about a couple of these as we’ve kind of gone through this today, but the important things to kind of look for in your web analytics and in Google analytics is what, look at the two segments, like how, what percentage of my visitors are coming from a mobile device. If that’s less than 50 percent, you probably already been impacted by this change. Um, if it’s about 50 slash 50 or 60 slash 40, then take a look at those segments and look at how they’re performing against each other. You’re looking for bounce rates. That’s a huge indicator right now. If it’s not mobile responsive and you, you hit that page with a mobile device, that users probably just going to leave, right? If they can’t, if they’re going to have to the pinch and pull and figure that out, they’re not going to be there.

Right? They’re going to, they’re going to peace out on that and they’re not going to stay and try to figure it out or work through it. There’s too many other sites that cater to them, um, and so they don’t have to take that pain. The other thing, time on site, the number of pages that they visit, you know, how easy is it for them to move through your site and collect the information, gained the information and knowledge that they need in order to make a purchase decision. And then ultimately that conversion, do you even have the ability for them to convert through their mobile devices? Um, and this means do your forms. We’re on a mobile device. Are they shorter for a mobile device? A, did they make it really easy for them to autofill and sort of those, those types of things. So take a look at, at your google analytics and figure out if you’re already impacting in a negative way your visitor’s experience because of the way that you’ve done mobile.

Um, and then ultimately we want to start to lay in some numbers into this presentation, right? So we’re going to audit and we’re going to document the risk itself. And so there’s a couple of places that you can do here, depending on your business, depending on your online marketing strategy and where you’re monetizing. Um, so maybe it’s through Seo, maybe it’s through email marketing, maybe it’s through PPC, doesn’t matter, um, sort of how you’re driving traffic in order to monetize that traffic. But what I want you to do is I want you to go through and audit each of those channels, figure out the pages that are most impactful to revenue, and then determine, particularly as it applies to your organic channel and your PPC channel. What would happen if those pages, all of the sudden I’m got disadvantaged, meaning that if you’re reliant on Seo and you’ve got four or five pages that are driving all your traffic and all your conversion and all your revenue, what would happen if all of a sudden those five pages drop out of the index, right?

Or drop down a couple of physicians or drop off the first page, PVC, same thing. Um, what PPC are you driving and what pages are you driving too? And what if all the sudden they stopped serving you as much or your quality score went down significantly. There’s ways to predict, um, the actual impact your traffic. And then of course I’m extrapolate that into the revenue impact to that and you’re probably going to see a pretty compelling case, um, to, to make this move. And then let’s determine the opportunity, right? So there are some pages that will potentially move. So the ones that are already feeding your revenue, what would be the impact if that just moved up one position or two positions or something that’s within striking distance moves to the first page. Those are all opportunities. What if your quality scores went up on your PPC campaigns because you made this and you know that Google is going to advantage of that.

So maybe it’s working right now, but what would happen if you got a slightly better quality score? Um, and so add those in as well. So you want to look at the negative, but you also want to look at the positive because you’re going to get a positive impact. I’m going to get a positive lift for making these changes and then ultimately you’ve got to make them move, right? A lot of times that conversation or that initiative inside of Zuckerberg Organization, um, is often referred to as the billion dollar conversation. And essentially what Zuckerberg did was he walked into his engineers and said, hey, I’m in 2012 with everything in disarray. This is our strategy and it is our only strategy. We are only going to focus on mobile. Everything is going to be mobile first. And literally he recounts and you can find quotes around this that I’m at.

At first the engineers didn’t really think about this. They would say he’s come in with a desktop design and then they would throw. And this is pretty typical, the way how we design websites today. It’s an incredible 2012 or 2018 and we’re still doing what Zuckerberg said was dangerous to his company’s existence, right? Is We do a whole bunch of desktop designs and then we tack on a mobile design at the end and say, yeah, this is what I look like when we squish it down and move some things around. Right? And he said that that’s what his engineers response was. And he said, that’s not what we’re talking about. That’s not what I’m talking about. I’m talking about we’re creating a product, uh, that is primarily suited for the mobile device. And so if you don’t come into me with mobile designs first and foremost, and then tack on the desktop at the end, then I’m gonna kick you out of my office.

Right? And they’re, um, Sheryl Sandberg, basically one of the articles I was reading says that as a result of that, for the next couple of weeks, mark Zuckerberg didn’t have any meetings, right? Because nobody was doing that. And so until they kind of changed, uh, their culture, they changed their attitude towards this. And this is kind of what I’m advocating here, unless we change our attitude to this, we’re going to get impacted by google. Right? And so of course facebook is just the shining example of that. So, um, I’ve kind of ranted and run on that a lot and maybe too much, but I think it’s really important. I’m just, like nick was saying, this is urgent, we need to really think about this because whenever Google makes a move, a fact of the matter is they are the gatekeeper to the web, um, and first and foremost, and you know, facebook’s kind of in this position two and they’ve already made that edict.

Um, and so it’s just a fact of the matter that if you don’t take some sort of action or your inaction is going to impact your future success on the web. So, um, so definitely start building the case for this as a priority in your organization. And then of course the Kalydeco can help. So reach out to us. We don’t even necessarily have to do the engagement or whatever, but we’d love to talk to you about it in more depth. So I’m so don’t be shy. Reach out to us and kind of talk through that, especially as you’re building that case. Alright, so let’s take a little break here and then we’re gonna talk about the biggest challenge is a rabbit hole as a comeback here.

You’re listening to Kaleida coast, make the logo bigger podcast. You can find us on the web at [inaudible] dot com. K A l e I d I c o.com. Now back to the show.

All right. So I just came home from two weeks of vacation and so that, uh, over the last week has definitely been my biggest challenge and something that’s consumed a lot of my time. Um, and it’s always fun coming back. Actually, if you’re on the podcast you won’t be able to see this, but I want to show you, I always love to find like something, something cool, but if you’re on the video you’ll get to see this. So this is [inaudible]. This is cup. Um, and this is, I always, whenever I travel I like to find something kind of unique to the area. Um, and I found this and it was super fascinating. So, um, you can’t see this perfectly probably, um, but it’s basically a cup and it was intended at the time for wine because I was kind of the primary drink. Um, and inside of here there’s sort of a, a pillar.

I’m inside of the cup and at the bottom, at the base here, there’s actually a whole, um, and there is some physics to this. And so I heard two different stories, uh, when I was buying this from different places or whatever. One story was a protagoras wanted to design a cup so that when the students went to lunch, they wouldn’t come back drunk. Uh, and then there was another discussion that possibly it was designed as Rome was kind of expanding again, workers that was doing all this construction. Uh, when they went to lunch, they didn’t want him to come back drunk. Right? Obviously they needed some, some drink and wine was the primary. So there’s a line in here, um, and the way this works is a, you put wine in the cup and if you fill it to the, to the line and no more, which gives you a reasonable amount of wine, uh, all of the wine will stay in the cup, but if you fill it even slightly above this ring, right?

The physics of the matter, a work such that, um, then the, the tensile strength retracts or whatever, I don’t have all the physics, right? So somebody will have to inform me, but if you fill it above this line, the bottom line is all of the wine drains out this hole in the base of that pillar and out this hole in the bottom. So that’s super cool. And I, of course, I had to test it right? And it works, right? So, um, if you want a reasonable amount of wine or you want to use this cup, uh, don’t go above that line. Um, and if you do, you’re going to lose all of your wine. Not just a little bit of it anyway. So that was a little side note. A little rabbit hole or whatever, but anyway, super cool. Um, so anyway, coming back from vacation, that’s a definitely kind of consumed my time.

And as I came back is kind of interesting on how the timing works. Uh, as I came back I came back to what’s pretty typical for an agency, uh, through the summer, uh, we go into a bit of a law and this is because clients are all doing their vacations just like I was a and even our internal people are doing their vacations. Um, and so it’s really hard to coordinate decisions, make decisions, coordinate meetings and everything. Um, so as a result, a lot of times through the summer, clients aren’t, aren’t doing a lot of stuff or a lot of new campaigns or initiatives. I think that again, uh, could be a missed opportunity, uh, for sure, but it is kind of the nature of the game and it has been for the last 15 years, uh, at Kalydeco that, that summer a kind of works like that.

But, uh, what I’ve tried to do during this time, and I always try to do is, hey, let’s double down on our own marketing, uh, which we often neglect. Um, so you’re going to see some of that, um, double down on our own processes, how to make things better, more efficient, um, and there are learning. Um, and so we always like to get our folks out learning, doing online courses and stuff like that, paying attention to things like this mobile first. Um, and so getting out there and reading a things that are going on and trends that are going to affect our product as Kalydeco, uh, to our customers. So that’s kind of what we’ve been focusing on this week. Hottest trends are marketing topic of the week as I’ve tried to kind of do the same thing that I’m talking about during this, this kind of downtime is try to look for, for new emerging trends or whatever.

I’m one of the things that I’m noting that’s kind of coming at us just as fast as mobile first, uh, his video first. Um, and so again, this is a trend that’s been taken out for a long time. You can watch your kids. All they’re doing all the time is watching videos on their mobile devices. Um, and so definitely a video first is going to be the next thing and trying to figure out how to create great video, especially for clients in an affordable way is going to be a real challenge that we’re going to be working on because it is the fact of the matter, um, that, that video is leading the way and if you’re not driving traffic and not engaging your consumers with video, you’re missing a huge portion of the market and you’re definitely going to miss the coming consumers that are moving down that pipeline.

The millennials are already in there, but the ones that even before be behind them. Uh, if you’re not doing video they won’t even see you. They won’t even know about you. So video first is definitely the moving topic trend. I’m okay. Top recommendations of the week, did a ton of reading while I was gone, as I always do a listening to things. So I could just rattle off a, I actually read four or five books, I think probably one audio book in there, but anyway, did a lot of reading. I could give you a lot of recommendation, but I’m just going to point to, to um, one is kind of related to why we’re going to do some of the future topics. We’re going to do a, and this is, that book is fanatical prospecting by Jeb Blount. Hopefully I pronounced that right. Um, but great book. He’s got several books on sales specific, but if you’re in marketing, I would encourage you, I’ve always done this and I think it’s been a benefit and given me an edge in marketing, um, you should be reading sales books too.

You should, that’s your consumer of your product, right? Ultimately, as a marketer, you’re hopefully a delivering leads or delivering a revenue product. That product is ultimately going to sales. And so you should know your consumer and you should know what’s important to them, what makes a good lead, and how they work, what’s in their workflow, how you can kind of work with them and for them, uh, in a good way. And so this is one that I read, uh, not only for, for that aspect of kind of figuring out how we deliver better marketing to, uh, to our clients, but even for our own practices, right? So I’m constantly doing my own sales activities and business development and prospecting is kind of a little bit of a lost art, uh, that I think is super important. So a really easy read, tons of, of, uh, of really good executable information.

The other thing, I’m always fascinated by the financial markets. Um, I’m, I’m a trader. I, uh, I’m deep in the financial markets. I was in the middle of the mortgage crisis. And so the greatest trade ever by Gregory Zuckerman, um, is an awesome book about this time period. And so if you’re ever curious about kind of how Wall Street works and how these, uh, these guys make these incredible trades, uh, that make millions and even billions sometimes a, this is a great book and it’s a great way. Um, I thought I’d read kind of all the, uh, the books around the mortgage crisis, uh, but this is one more perspective and kind of a little bit of a different, uh, approach to that topic. Uh, so super fascinating. Then the last thing, um, as I went on vacation and, you know, had more time to do some reading or whatever.

I kind of renewed my love affair with the Kindle. Um, and so it’s hard to take, you know, four or five books and I read relatively quick. Uh, and so the kindle is just an awesome device. And so I actually got a upgraded mine to the paperwhite, which is nice because, um, especially because you don’t know where you’re going to be, are you going to be a dark plane or whatever. It’s got that uh, backlighting. Um, and it’s a real easy on your eyes, sort of paper approach. So a love that Kindle, uh, to, to Oh, actually when I’m recording, not when you’re hearing it, so I guess it’s not a good example, but today’s Amazon Prime Day, so it’s always huge discounts on kindle, so I encourage you to do that. All right, well that’s all I’ve got for this week. I’m excited to come back next week. We’ve got some great topics coming up. Uh, we’ll have mike back. Hopefully it will definitely have some guests on the, on the, uh, on the horizon. So would love to get all your feedback. Please rate us, give us a five star rating so that we can pick up some, some more traction there and get this podcast up where it needs to be so that it can be valuable to more marketers like you. And we’ll talk to you next week.

About Bill Rice

Bill Rice is the Founder & CEO of Kaleidico, a digital agency. Bill specializes in providing law firms, attorneys, banks, and emerging technology clients with lead generation strategies enabled with content marketing, SEO, PPC, and email marketing.

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