Goal Talk Podcast

Goal Talk Podcast

It’s cliche, but it’s true—small businesses keep the American economy afloat. They employ half of the population and create two-thirds of the new jobs in the United States. When small businesses succeed, everyone else succeeds with them. That’s why WordStream is committed to making online advertising easy for small to medium-sized businesses. In our first-ever podcast, we’re diving into everything you need to know to successfully build your business, from marketing tactics to management techniques and everything in between. Join us for Season 1 as we sit down with WordStream’s own industry experts to talk about the straightforward insights you need to set your business goals—and achieve them.... Show More

Episodes

Last time we had Mark on the podcast, we discussed the preliminary data around how the social effects of social distancing and mandatory business practice modifications have impacted digital marketing for advertisers. That episode was released about a month ago as we were navigating the first few weeks of the majority of the effects of the pandemic worldwide. In the episode, we discussed how search trends and patterns are shifting,...

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For this episode, I interview another tenured WordStream marketer Greg Herrmann, our in-house learning and development program manager, to discuss the importance of creating a culture that promotes a healthy balance between work and personal life. Throughout this episode, we discuss why providing an environment of trust and balance is important, as well as some examples we have both experienced in our time in the work-force. We pro...

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We’ve discussed so many essential aspects of marketing and management for small businesses in this season of the Goal Talk podcast, starting from making a website and identifying your value proposition to managing high potential employees and running digital ad campaigns. This week, I interview with our Director of our in-house agency, Zina Kayyali to learn all about another vital aspect of your digital marketing campaigns and the ...

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Let’s get right to it: Ad copy is arguably the most important aspect of your search marketing campaigns. Often the most visible component of an ad, the copy is the hook, line, and sinker to reel in your target audience. While many other aspects we discuss are also very important in the success of your campaigns, ad copy is how people will experience your company and how you will encourage those clicks.

In this episode, I interview C...

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The COVID-19 pandemic has caused so much uncertainty, and the digital marketing landscape is no different. As search and buying behavior changes in the wake of public health concerns, our marketing tactics must follow. And in this week’s episode, I have a very special guest to the podcast!

 

Drumroll, please… Welcome to the podcast, Mark Irvine! WordStream’s Director of Strategic Partnerships Mark Irvine was voted #1 most influential...

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One of the biggest mistakes we see made by companies, both B2B and B2C, is stopping their marketing efforts after the sale. While of course marketing is pivotal to earn customers for your business and get the word out about your offer, it’s equally as important to continue to build a relationship with customers after you have completed the sale. Whether your product is something that can be repeatedly purchased by your customer or ...

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A couple of weeks ago, we broke down how the Google Ads auction works, including how Google’s algorithm chooses which ad to show, how to best optimize, how budgets are spent, and which metrics are the most vital to track. This week, we tackle another extremely popular social media platform for advertisers, Facebook and Instagram.

For this episode, WordStream’s Manager of Paid Search Scott Mesite and I talk through how the Facebook a...

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As a manager or a business owner, you may have a team working under you. Sometimes, you’re able to identify individuals that are highly engaged, high producing, and express the drive to do more than what their job currently entails. Those individuals can be classified as high-potential, and require a specific type of guidance for the relationship to work for both them and your business. So how do you identify and empower your emplo...

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In our last marketing episode, we discussed digital advertising at a high level across many platforms such as Google, Facebook, Instagram, and Bing. This week, we’re diving into one of the biggest ad platforms to discuss how the Google ad auction actually works so you can better position your campaigns for success.

Advertising on Google encompasses quite a few of their owned platforms, including search, display, Gmail, and YouTube. ...

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Now that you have the basics of the online advertising platforms laid out, you may find yourself in the position of needing to expand your team. Whether you’re looking for your first employee or continuing to build out your team, this week’s episode is sure to help you better navigate the process.

As you know, it’s so important to have the right people in your corner when working to build a thriving small business, and having the ri...

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Digital marketing truly does encompass so many different tactics and campaign types that it would be its own podcast in and of itself (and maybe we’ll dive deeper in subsequent seasons!) In this episode, we’re talking about digital advertising on platforms like Google, Facebook & Instagram, and Bing.

The landscape of PPC is vast and ever-changing, but it’s not inaccessible. Want to get more people exposed to your business and br...

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  A buyer or customer persona is a semi-fictional representation of the attributes of the people that are likely to make a purchase from your business. This includes specific features like personal attributes, motivations, behavior patterns, and goals specific to the people that make up your growing customer base. Able to be used across all facets of a company, personas help marketers, sales professionals, and support staff relate ...

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Value propositions are incredibly important to establish for your different products or service lines as they’re being developed, brought to market, and advertised.

  WordStream’s senior product marketing specialist Elaine Stone and host Mikayla Wyman sit down to discuss:

  - What a value proposition is

  - Why your business really needs one

  - Tips for writing one that works for you

  - Specific examples of great value propositions

  -...

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In the first episode of the Goal Talk podcast from WordStream, digital marketer Mikayla Wyman sits down with WordStream’s lead visual designer Kate Lindsay and UX designer Jed Robinson to discuss the components you need to create a website that’ll work for your business. 

 

So much of digital marketing comes back to your website. You could be a master of Google Ads copywriting and Facebook Ads audience targeting—it doesn’t matter if ...

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