August 4, 2024 • 17 mins
How can you do less marketing and sell more product? We interview a CMO with insights on how to optimize the marketing ecosystem. Angela Frank, a seasoned chief marketing officer, shares her journey of turning disjointed marketing attempts into cohesive strategies, recounting a compelling success stories in optimizing use of different marketing channels. She reveals how identifying hidden growth opportunities and reallocating marketing budgets from ineffective ads to email automation can significantly boost revenue. We also discuss the rising costs of advertising on platforms like Google and Facebook and highlight the untapped potential of email marketing as a more effective and efficient channel.
As we venture into the future of marketing, we examine the transformative impact of AI and search engines on SEO and user experiences. The discussion delves into the challenges posed by AI snippets in search results and the increasing necessity of paid advertising. We emphasize the importance of diversifying traffic sources through robust social media presence and content strategies. Additionally, we explore the implications of emerging technologies like OpenAI's new search engine and Apple's upcoming intelligence in iOS 18.
Listeners can get a free copy of Angela's new book - Your Marketing Ecosystem: How Brands Can Market Less and Sell More - and resources designed to help you learn more about building effective marketing ecosystems here:
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Eric Eden (00:00):
Welcome to today's episode.
Today, we are talking aboutgrowth, marketing, ecosystems
and how to do more with less,and we have a great guest to
help us talk through it.
It is Angela Frank.
She is a chief marketingofficer with over a decade of
experience.
Welcome to the show.
Angela Frank (00:18):
Hey Eric, thank you so much for having me.
I'm really excited to be on andchatting with you today.
Really excited to be on andchatting with you today.
Eric Eden (00:23):
Great to have you here, so why don't we start out
by you taking a minute or two totalk a little bit about who you
are and what you do?
Angela Frank (00:33):
Yeah, absolutely so.
As you mentioned in your intro,I'm a fractional chief
marketing officer, so my job isto help small businesses and
medium-sized businesses createmarketing strategies that are
profitable, and I do this byimplementing marketing
ecosystems.
It's actually the topic of mynew book, and so what a
marketing ecosystem is?
(00:54):
It's a way of connecting all ofyour marketing channels to make
sure that what you're doing isactually an asset to your
business and actually producingprofitable results.
Eric Eden (01:05):
Awesome, and you also have a podcast on the topic of
growth marketing, the Growth Podright.
Angela Frank (01:11):
Yeah, on the Growth Pod, I interview a lot of
industry experts and people whoare just enthusiastic about
small business and buildingthose in general.
All right, we're ready to beinspired.
(01:36):
Let's hear a story about someof the best marketing you've
done, the marketing that you'rethe most proud of, where you had
this moment of genius and yougot like a thousand percent ROI
or something crazy.
But for me, that places thefocus on things that are one-off
successes and are notreplicable, and so I'm most
(01:59):
proud of the work that I've beenable to do over and over again
in all sorts of differentcompanies, which is implementing
, obviously, a marketingecosystem, so putting this into
practice.
I was working with a smallfitness equipment retailer and
they had a classic smallmarketing business strategy.
They were sending ad hoc emails, they were running Google ads
(02:22):
and they had some othermarketing channels as well, but
there was no strategy behind it.
They just heard that theyshould be doing this and so they
were doing it, and so, when Icame in, I had two goals One,
assess where there were hiddenopportunities for growth that
this business was not eitherfully taking advantage of or
just had not even started takingadvantage of at all.
(02:45):
It was totally not present andtwo, identify the places in the
business where they wereoverspending on their marketing.
And right away things becameabundantly clear that their ads,
unfortunately, were notprofitable, and had not been for
years, due to the way thattheir agency was reporting the
numbers.
It was, unfortunately, veryshady and a very difficult
(03:05):
conversation to have.
Nobody wants to hear thatthey'd actually been losing
hundreds of thousands of dollarson their ads.
So that was an immediate redflag for me, a call out and a
bummer for them, but we wereable to spin it into something
positive.
The other thing and I'll talkabout the positive element in a
minute, but the other thing wasthat they were not fully
(03:26):
utilizing email in the way thatit could be implemented in their
business.
They were running e-commercebusinesses.
They had no automation set upor anything like that, and so we
were able to turn this bummerof an ads not being profitable
into something that one, wediversified channels and so the
ads were profitable.
But two, we were able to take alittle bit of that budget and
(03:47):
set up email automations forthem.
For example, we set up anautomated abandoned cart
sequence Very basic three emailsequence that just
auto-populated the product thatthe person left in the cart and
the third email had a coupon,and that very limited email
sequence generated an extra$120K in revenue for the
(04:08):
business about $10,000 a monthon average just by moving a
little bit of that budget to setup the automation.
And so that is what I'm mostproud of is being able to
connect things together and makeactually profitable marketing
strategies for companies.
Eric Eden (04:27):
That's great.
So I think it is easy,unfortunately, to get into
investing in the wrong areas,sometimes in marketing.
And when you talk about themarketing ecosystem, are you
essentially referring to all thedifferent ways you can market
and all the different marketingchannels and then finding the
right balance with it, withthose?
Angela Frank (04:47):
A hundred percent.
Taking just the example wetalked about, we saw that email
was a huge opportunity for themand we were able to also launch
additional channels just bymoving some of that
overinvestment in ads around tocreate something that was more
cohesive and profit generatingfor them it's interesting
(05:07):
because it's come out as a themeacross the last 100 episodes or
so, a lot of people beingpretty negative about the return
on investment with advertisingand being pretty positive about
email.
Eric Eden (05:20):
I don't think it's always been that way, but I
think things have shifted thatway.
I was helping one of my friendswith one of their campaigns the
other day on Google and Inoticed for some of the keywords
he was going after, it was $40a click for some of the keywords
and he went up like $40 a click.
I know there's inflation, butit's insane because you could
(05:43):
get a hundred clicks before youeven get a lead, let alone a
sale, and so I just think thecost of advertising on a lot of
the major platforms like Googleand Facebook has gotten to be
very inflated, very competitive,and so I think that's what I
think companies need to look atis how things are evolving.
(06:03):
It's unfortunate.
I remember 20 years ago whenGoogle first started the
advertising, it was a dollar aclick.
Years ago, when Google firststarted the advertising, it was
a dollar a click.
Angela Frank (06:16):
They've gone from a dollar to $40 a click.
That's some pretty seriousinflation.
Yeah, it is.
And the other thing is I feellike a lot of people are like
ads are the biggest opportunityfor my business.
But in reality, there will be asweet spot for you on any
platform where, if you'respending just a very teeny
amount of budget, you're notgoing to be able to have the
scale.
But the opposite is also trueon the other end of the spectrum
(06:36):
.
Once you start getting intolike huge budgets, you're also
going to lose your efficiency,and so what I do is I try to
find that sweet spot that worksfor the business and you don't
need to force it.
If you're comfortably spending$100K a month on ads and you're
getting customers at aprofitable acquisition cost,
that's great.
You don't need to try and spend$200,000 a month in that
(06:59):
channel, and so I love what youwere saying about $40 per click
is outlandish, and if it's notprofitable for the business,
don't try and force it.
Eric Eden (07:10):
So how do you find the right mix of marketing
channels when you're workingwith a company?
Angela Frank (07:19):
Yeah.
So one thing I love to do isuse the concept of the MVP the
minimum viable product and applyit to what we're doing in
marketing.
And apply it to what we'redoing in marketing.
So when we launch anything new,we always look at doing the
most minimal version of thatlaunch that we think will
provide us learnings andinsights and results.
(07:40):
So, for example, with theabandoned cart sequence, we
didn't launch with a five, seven, 10 email abandoned cart
sequence.
We launched with three becausewe felt that was easy to launch
and it would give us the rightamount of results.
Right, one email might not havebeen enough and two was maybe a
good in-between, but three iswhat we went with.
And the same goes for social.
(08:01):
You don't need to go ahead andbatch all of your content for
the rest of your year.
You don't need to batch allyour email newsletters for the
rest of the year.
Instead, look at the placeswhere you think your business
should be playing and launchwith a very minimal investment
for time and money and then gowith the channel that ends up
producing the best results foryour business.
Eric Eden (08:22):
Yeah, that makes sense.
Now you've run over $10 millionin advertising, so you're
obviously not againstadvertising, right, but you help
your clients find ways to getthe best return on investment.
How do you help avoidsituations like the example you
gave, where people were beingfooled by bad reporting or
(08:45):
analytics?
Angela Frank (08:47):
Yeah, so first of all, I start with the reporting
and analytics, which is why Iwas able to flag that so quickly
.
Me, when I come in, I'm tryingto help you with your strategy,
and so the data and analyticspiece is key to knowing what's
going to work and whether thatmeans we're going to work with
your agency partner to assesstheir performance, bring and
(09:10):
connect all of your datawarehouse into our dashboarding
software.
It all starts there, and thenyou just have to trust that the
numbers are telling you what'sgoing on with your marketing,
and I think that takes a lot ofthe emotion out of it.
When we had the situation withthat agency who was reporting
shady, it was really easy tofact check that they were just
(09:31):
putting all top line sales nextto the ad spend, and for the
owner of the business, they hadtheir hands in so many places.
It's just not something thatthey ever thought to ask because
they trusted that relationship,and so for me, I try to operate
as a partner with the businessand just let the numbers explain
themselves.
Eric Eden (09:52):
Yeah, it's hard for founders and leaders who are
trying to take on the marketingbecause it is so detail oriented
.
There's so many things going onthere.
It's hard to get into thedetails of all of it and master
it.
So tell us a little bit aboutabout your book and what some of
the key points you are tryingto get across in publishing it.
Angela Frank (10:12):
So the book is your Marketing Ecosystem.
It really outlines a lot ofwhat we talked about today.
It shares all about how you canmarket less and sell more just
by making sure that what you'redoing in your business is
actually producing profitableresults, and so it's a very
short book it's meant to be ableto be read in an hour so you
can quickly action on theseitems and start implementing
(10:34):
them in your business.
And the book also comes with aresource portal with all of my
swipe files, so it's meant to bereally plug and play, and the
biggest takeaway is just look atwhat you're doing, test and
trust the data, and don't letmarketing become this big,
overwhelming thing.
At the end of the day,marketing should be producing
(10:55):
profitable results for yourbusiness, and if it's not,
that's okay.
You just need to take a stepback and reassess what you're
doing and make sure that you'reinvesting in the channels that
make the most sense for you.
Eric Eden (11:09):
I think that's great advice.
The one other question I hadfor you was what trends do you
think are going to shape howmarketing goes over the next few
years?
Angela Frank (11:21):
Yeah, one of the things that I am keeping a close
eye on is how Google and othersearch engines are incorporating
those AI snippets in search.
I really think that, while thismakes a really great user
experience, where you put inwhat's the best flavor of ice
cream and then Google gives youeverything that you need right
there.
You don't have to click to anywebsites or any other landing
(11:43):
pages it's not the greatest formarketers, because now you're
losing an important source ofyour organic traffic, and so I
think that Google eventuallywill get to this place where you
can only pay for traffic fromGoogle.
Those AI snippets, I think thatGoogle eventually will get to
this place where you can onlypay for traffic from Google.
Those AI snippets, I think,will get so good that everything
will be right there for you andthere's no reason for a person
(12:04):
to click off, and so the onlyreason that you would is through
an ad, and so what I'm doingand encouraging my clients to do
is build out a stronger socialmedia presence and a stronger
content strategy to be able todiversify where they're getting
organic traffic from.
Eric Eden (12:25):
Yeah, I think that's a good prediction.
I think that AI is disruptingSEO for sure.
I'll be honest, over the last24 years, since the year 2000,
when Google first came out, Inever really thought the Google
search experience was theabsolute best experience.
You could definitely say it wassimpler and cleaner than like
(12:46):
the busy mess that Yahoo hadgoing on, but I never was like
this is it?
This is the end result, endresult, and so I'm actually glad
for the AI summaries to becoming out, because I think
that's closer to what a betterexperience that people have
wanted for many years.
It just hasn't been there, andso maybe the new SEO is getting
into the AI summary results.
(13:08):
But I agree with you, thatcould be challenging because you
have to figure out how to tapinto the language models.
What might be made more senseis how you can advertise and be
there next to the AI results.
So I think it'll be interestingto see how that evolves.
For sure, I think certainchannels, like SEO, are
definitely being disrupted andevolving.
Angela Frank (13:32):
Yeah, and also maybe there will be some other
benefit that Google introducesif your content is good enough
to be included in the snippet.
But I really think just from auser perspective, if I'm able to
come and get my information,that's all I'm really coming to
Google for.
I'm not trying to click andread on other websites, and so
it'll be really interesting tosee how this element of SEO
(13:52):
plays into your business.
Eric Eden (13:55):
Moving forward element of SEO plays into your
business moving forward, andOpenAI just announced their own
search engine, so they're justcompeting directly too.
So it'll be interesting to seehow many people go for that, and
I think the big thing is coming.
This is exciting In less than amonth, when the Apple
intelligence rolls out and iOS18 on phones.
(14:15):
I think that's when people aregoing to have the AI with them
in their pocket every moment ofevery day.
That's going to be reallyinteresting to see if that's an
accelerant to make the change ofpace of this even faster.
It'll be really interesting.
Angela Frank (14:31):
Yeah, definitely Lots of big changes coming up in
marketing, for sure.
Yeah, definitely Lots of bigchanges coming up in marketing
for sure.
Eric Eden (14:37):
Final thoughts for today on how marketers and
business leaders can do well inmarketing going forward.
Angela Frank (14:46):
Yes, if you loved anything that I said about the
marketing ecosystem, I offer afree copy of my book.
You can get it atyourbrandevolvedcom backslash
free book and with the book,like I mentioned, you get all my
swipe files and things.
So it's really plug and play inyour own business.
I have seen the marketingecosystem work not only in the
(15:06):
health and wellness niche, butfor B2B, saas and all sorts of
different types of companies anddifferent scale of companies
from just a couple million ayear all the way up to 250
million a year.
So I really believe in it andso, if you are interested in
implementing that in yourbusiness, yourbrandevolvedcom
backslash free book Awesome.
Eric Eden (15:26):
Thank you very much for that offer.
Encourage everyone to checkthat out.
I'm going to link to that inthe show notes so people can
easily get to that and get intouch with you if they have more
questions about what we talkedabout today.
We really appreciate you beingon the show.
Thank you so much for being on.
Angela Frank (15:42):
Eric, thank you so much for taking the time.
I really appreciate it and Ireally enjoyed our conversation.
Welcome to today's episode.
Today, we are talking aboutgrowth, marketing, ecosystems
and how to do more with less,and we have a great guest to
help us talk through it.
It is Angela Frank.
She is a chief marketingofficer with over a decade of
experience.
Welcome to the show.
Angela Frank (00:18):
Hey Eric, thank you so much for having me.
I'm really excited to be on andchatting with you today.
Really excited to be on andchatting with you today.
Eric Eden (00:23):
Great to have you here, so why don't we start out
by you taking a minute or two totalk a little bit about who you
are and what you do?
Angela Frank (00:33):
Yeah, absolutely so.
As you mentioned in your intro,I'm a fractional chief
marketing officer, so my job isto help small businesses and
medium-sized businesses createmarketing strategies that are
profitable, and I do this byimplementing marketing
ecosystems.
It's actually the topic of mynew book, and so what a
marketing ecosystem is?
(00:54):
It's a way of connecting all ofyour marketing channels to make
sure that what you're doing isactually an asset to your
business and actually producingprofitable results.
Eric Eden (01:05):
Awesome, and you also have a podcast on the topic of
growth marketing, the Growth Podright.
Angela Frank (01:11):
Yeah, on the Growth Pod, I interview a lot of
industry experts and people whoare just enthusiastic about
small business and buildingthose in general.
All right, we're ready to beinspired.
(01:36):
Let's hear a story about someof the best marketing you've
done, the marketing that you'rethe most proud of, where you had
this moment of genius and yougot like a thousand percent ROI
or something crazy.
But for me, that places thefocus on things that are one-off
successes and are notreplicable, and so I'm most
(01:59):
proud of the work that I've beenable to do over and over again
in all sorts of differentcompanies, which is implementing
, obviously, a marketingecosystem, so putting this into
practice.
I was working with a smallfitness equipment retailer and
they had a classic smallmarketing business strategy.
They were sending ad hoc emails, they were running Google ads
(02:22):
and they had some othermarketing channels as well, but
there was no strategy behind it.
They just heard that theyshould be doing this and so they
were doing it, and so, when Icame in, I had two goals One,
assess where there were hiddenopportunities for growth that
this business was not eitherfully taking advantage of or
just had not even started takingadvantage of at all.
(02:45):
It was totally not present andtwo, identify the places in the
business where they wereoverspending on their marketing.
And right away things becameabundantly clear that their ads,
unfortunately, were notprofitable, and had not been for
years, due to the way thattheir agency was reporting the
numbers.
It was, unfortunately, veryshady and a very difficult
(03:05):
conversation to have.
Nobody wants to hear thatthey'd actually been losing
hundreds of thousands of dollarson their ads.
So that was an immediate redflag for me, a call out and a
bummer for them, but we wereable to spin it into something
positive.
The other thing and I'll talkabout the positive element in a
minute, but the other thing wasthat they were not fully
(03:26):
utilizing email in the way thatit could be implemented in their
business.
They were running e-commercebusinesses.
They had no automation set upor anything like that, and so we
were able to turn this bummerof an ads not being profitable
into something that one, wediversified channels and so the
ads were profitable.
But two, we were able to take alittle bit of that budget and
(03:47):
set up email automations forthem.
For example, we set up anautomated abandoned cart
sequence Very basic three emailsequence that just
auto-populated the product thatthe person left in the cart and
the third email had a coupon,and that very limited email
sequence generated an extra$120K in revenue for the
(04:08):
business about $10,000 a monthon average just by moving a
little bit of that budget to setup the automation.
And so that is what I'm mostproud of is being able to
connect things together and makeactually profitable marketing
strategies for companies.
Eric Eden (04:27):
That's great.
So I think it is easy,unfortunately, to get into
investing in the wrong areas,sometimes in marketing.
And when you talk about themarketing ecosystem, are you
essentially referring to all thedifferent ways you can market
and all the different marketingchannels and then finding the
right balance with it, withthose?
Angela Frank (04:47):
A hundred percent.
Taking just the example wetalked about, we saw that email
was a huge opportunity for themand we were able to also launch
additional channels just bymoving some of that
overinvestment in ads around tocreate something that was more
cohesive and profit generatingfor them it's interesting
(05:07):
because it's come out as a themeacross the last 100 episodes or
so, a lot of people beingpretty negative about the return
on investment with advertisingand being pretty positive about
email.
Eric Eden (05:20):
I don't think it's always been that way, but I
think things have shifted thatway.
I was helping one of my friendswith one of their campaigns the
other day on Google and Inoticed for some of the keywords
he was going after, it was $40a click for some of the keywords
and he went up like $40 a click.
I know there's inflation, butit's insane because you could
(05:43):
get a hundred clicks before youeven get a lead, let alone a
sale, and so I just think thecost of advertising on a lot of
the major platforms like Googleand Facebook has gotten to be
very inflated, very competitive,and so I think that's what I
think companies need to look atis how things are evolving.
(06:03):
It's unfortunate.
I remember 20 years ago whenGoogle first started the
advertising, it was a dollar aclick.
Years ago, when Google firststarted the advertising, it was
a dollar a click.
Angela Frank (06:16):
They've gone from a dollar to $40 a click.
That's some pretty seriousinflation.
Yeah, it is.
And the other thing is I feellike a lot of people are like
ads are the biggest opportunityfor my business.
But in reality, there will be asweet spot for you on any
platform where, if you'respending just a very teeny
amount of budget, you're notgoing to be able to have the
scale.
But the opposite is also trueon the other end of the spectrum
(06:36):
.
Once you start getting intolike huge budgets, you're also
going to lose your efficiency,and so what I do is I try to
find that sweet spot that worksfor the business and you don't
need to force it.
If you're comfortably spending$100K a month on ads and you're
getting customers at aprofitable acquisition cost,
that's great.
You don't need to try and spend$200,000 a month in that
(06:59):
channel, and so I love what youwere saying about $40 per click
is outlandish, and if it's notprofitable for the business,
don't try and force it.
Eric Eden (07:10):
So how do you find the right mix of marketing
channels when you're workingwith a company?
Angela Frank (07:19):
Yeah.
So one thing I love to do isuse the concept of the MVP the
minimum viable product and applyit to what we're doing in
marketing.
And apply it to what we'redoing in marketing.
So when we launch anything new,we always look at doing the
most minimal version of thatlaunch that we think will
provide us learnings andinsights and results.
(07:40):
So, for example, with theabandoned cart sequence, we
didn't launch with a five, seven, 10 email abandoned cart
sequence.
We launched with three becausewe felt that was easy to launch
and it would give us the rightamount of results.
Right, one email might not havebeen enough and two was maybe a
good in-between, but three iswhat we went with.
And the same goes for social.
(08:01):
You don't need to go ahead andbatch all of your content for
the rest of your year.
You don't need to batch allyour email newsletters for the
rest of the year.
Instead, look at the placeswhere you think your business
should be playing and launchwith a very minimal investment
for time and money and then gowith the channel that ends up
producing the best results foryour business.
Eric Eden (08:22):
Yeah, that makes sense.
Now you've run over $10 millionin advertising, so you're
obviously not againstadvertising, right, but you help
your clients find ways to getthe best return on investment.
How do you help avoidsituations like the example you
gave, where people were beingfooled by bad reporting or
(08:45):
analytics?
Angela Frank (08:47):
Yeah, so first of all, I start with the reporting
and analytics, which is why Iwas able to flag that so quickly
.
Me, when I come in, I'm tryingto help you with your strategy,
and so the data and analyticspiece is key to knowing what's
going to work and whether thatmeans we're going to work with
your agency partner to assesstheir performance, bring and
(09:10):
connect all of your datawarehouse into our dashboarding
software.
It all starts there, and thenyou just have to trust that the
numbers are telling you what'sgoing on with your marketing,
and I think that takes a lot ofthe emotion out of it.
When we had the situation withthat agency who was reporting
shady, it was really easy tofact check that they were just
(09:31):
putting all top line sales nextto the ad spend, and for the
owner of the business, they hadtheir hands in so many places.
It's just not something thatthey ever thought to ask because
they trusted that relationship,and so for me, I try to operate
as a partner with the businessand just let the numbers explain
themselves.
Eric Eden (09:52):
Yeah, it's hard for founders and leaders who are
trying to take on the marketingbecause it is so detail oriented
.
There's so many things going onthere.
It's hard to get into thedetails of all of it and master
it.
So tell us a little bit aboutabout your book and what some of
the key points you are tryingto get across in publishing it.
Angela Frank (10:12):
So the book is your Marketing Ecosystem.
It really outlines a lot ofwhat we talked about today.
It shares all about how you canmarket less and sell more just
by making sure that what you'redoing in your business is
actually producing profitableresults, and so it's a very
short book it's meant to be ableto be read in an hour so you
can quickly action on theseitems and start implementing
(10:34):
them in your business.
And the book also comes with aresource portal with all of my
swipe files, so it's meant to bereally plug and play, and the
biggest takeaway is just look atwhat you're doing, test and
trust the data, and don't letmarketing become this big,
overwhelming thing.
At the end of the day,marketing should be producing
(10:55):
profitable results for yourbusiness, and if it's not,
that's okay.
You just need to take a stepback and reassess what you're
doing and make sure that you'reinvesting in the channels that
make the most sense for you.
Eric Eden (11:09):
I think that's great advice.
The one other question I hadfor you was what trends do you
think are going to shape howmarketing goes over the next few
years?
Angela Frank (11:21):
Yeah, one of the things that I am keeping a close
eye on is how Google and othersearch engines are incorporating
those AI snippets in search.
I really think that, while thismakes a really great user
experience, where you put inwhat's the best flavor of ice
cream and then Google gives youeverything that you need right
there.
You don't have to click to anywebsites or any other landing
(11:43):
pages it's not the greatest formarketers, because now you're
losing an important source ofyour organic traffic, and so I
think that Google eventuallywill get to this place where you
can only pay for traffic fromGoogle.
Those AI snippets, I think thatGoogle eventually will get to
this place where you can onlypay for traffic from Google.
Those AI snippets, I think,will get so good that everything
will be right there for you andthere's no reason for a person
(12:04):
to click off, and so the onlyreason that you would is through
an ad, and so what I'm doingand encouraging my clients to do
is build out a stronger socialmedia presence and a stronger
content strategy to be able todiversify where they're getting
organic traffic from.
Eric Eden (12:25):
Yeah, I think that's a good prediction.
I think that AI is disruptingSEO for sure.
I'll be honest, over the last24 years, since the year 2000,
when Google first came out, Inever really thought the Google
search experience was theabsolute best experience.
You could definitely say it wassimpler and cleaner than like
(12:46):
the busy mess that Yahoo hadgoing on, but I never was like
this is it?
This is the end result, endresult, and so I'm actually glad
for the AI summaries to becoming out, because I think
that's closer to what a betterexperience that people have
wanted for many years.
It just hasn't been there, andso maybe the new SEO is getting
into the AI summary results.
(13:08):
But I agree with you, thatcould be challenging because you
have to figure out how to tapinto the language models.
What might be made more senseis how you can advertise and be
there next to the AI results.
So I think it'll be interestingto see how that evolves.
For sure, I think certainchannels, like SEO, are
definitely being disrupted andevolving.
Angela Frank (13:32):
Yeah, and also maybe there will be some other
benefit that Google introducesif your content is good enough
to be included in the snippet.
But I really think just from auser perspective, if I'm able to
come and get my information,that's all I'm really coming to
Google for.
I'm not trying to click andread on other websites, and so
it'll be really interesting tosee how this element of SEO
(13:52):
plays into your business.
Eric Eden (13:55):
Moving forward element of SEO plays into your
business moving forward, andOpenAI just announced their own
search engine, so they're justcompeting directly too.
So it'll be interesting to seehow many people go for that, and
I think the big thing is coming.
This is exciting In less than amonth, when the Apple
intelligence rolls out and iOS18 on phones.
(14:15):
I think that's when people aregoing to have the AI with them
in their pocket every moment ofevery day.
That's going to be reallyinteresting to see if that's an
accelerant to make the change ofpace of this even faster.
It'll be really interesting.
Angela Frank (14:31):
Yeah, definitely Lots of big changes coming up in
marketing, for sure.
Yeah, definitely Lots of bigchanges coming up in marketing
for sure.
Eric Eden (14:37):
Final thoughts for today on how marketers and
business leaders can do well inmarketing going forward.
Angela Frank (14:46):
Yes, if you loved anything that I said about the
marketing ecosystem, I offer afree copy of my book.
You can get it atyourbrandevolvedcom backslash
free book and with the book,like I mentioned, you get all my
swipe files and things.
So it's really plug and play inyour own business.
I have seen the marketingecosystem work not only in the
(15:06):
health and wellness niche, butfor B2B, saas and all sorts of
different types of companies anddifferent scale of companies
from just a couple million ayear all the way up to 250
million a year.
So I really believe in it andso, if you are interested in
implementing that in yourbusiness, yourbrandevolvedcom
backslash free book Awesome.
Eric Eden (15:26):
Thank you very much for that offer.
Encourage everyone to checkthat out.
I'm going to link to that inthe show notes so people can
easily get to that and get intouch with you if they have more
questions about what we talkedabout today.
We really appreciate you beingon the show.
Thank you so much for being on.
Angela Frank (15:42):
Eric, thank you so much for taking the time.
I really appreciate it and Ireally enjoyed our conversation.
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