High Value Publishing - Eric Shanfelt

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Two Ways to Grow Your Digital Audience with Meta Ads

Saison 3 · Épisode 4

jeudi 2 mai 2024 • Durée 56:11

If implemented properly, Meta Ads can be a cost-effective way for a publisher to drive website traffic and grow their email list.

In this High Value Publishing session, Eric Shanfelt is joined by digital industry legend, Dennis Yu. Dennis is the CTO and co-founder of BlitzMetrics and a former search engine engineer. He's managed billions of dollars with Meta ad campaigns.

Eric and Dennis show two different, cost-effective, ad campaigns for publishers: one to drive website traffic and another to rapidly build email lists. They show how each campaign is built, what they looked like, and how you can do it for your brand.

Learn more at https://nearviewmedia.com/

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How to Use Google Postmaster Tools

Saison 3 · Épisode 3

jeudi 1 février 2024 • Durée 16:20

As publishers, our email reputation and deliverability is critical. Google Postmaster Tools is a free tool that any publisher can use to see how well they are doing at delivering email to Gmail and Google Workspace users. Think of it like Google Search Console, but for email. It provides insights into email performance, sender reputation, and potential deliverability issues. Google Postmaster Tools provides insight into your:

Spam Rate
IP Reputation
Domain Reputation
Feedback Loop (FBL)
Email Authentication (DKIM, SPF, DMARC)
Email Encryption (TLS)
Delivery Errors

Learn more at https://nearviewmedia.com/

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Your Direct Traffic in Google Analytics Is Wrong ... Here's How To Fix It

Saison 1 · Épisode 21

jeudi 6 octobre 2022 • Durée 29:27

Did you know that Google Analytics is misleading you?

If you look at analytics regularly, you see a lot of web traffic coming from the Direct source.
Most publishers think this represents people who directly type in their website URL. But it doesn't.
Up to 90% of "direct" traffic is actually "unknown". Google Analytics doesn't know the actual source, so it classifies unknown as direct traffic.

This misleads us into thinking our audiences are more loyal than they actually are, and hides how effective our social media, Google News, and email programs are.

We need to fix this immediately and during this High Value Publishing session, I'll show you how.

Learn more at https://nearviewmedia.com/

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Google Search Console for Publishers

Saison 1 · Épisode 20

jeudi 22 septembre 2022 • Durée 34:01

Google Search Console is the key to understanding how Google sees your website and how get more traffic from search.

However, it is amazing how many publishers don't have Google Search Console set up, don't know how to use it, or don't use it regularly.

Let's change that! Learn how Google Search Console works and how you can use it to improve our visibility in search and grow your website traffic.

Learn more at https://nearviewmedia.com/

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How to Sell Cobranded Social Media Advertising

Saison 1 · Épisode 19

jeudi 25 août 2022 • Durée 35:41

Cobranded social media ads are a strong, 6-digit revenue stream that most publishers haven't tapped into yet. It's not difficult to implement and you only need a few social media followers to do it.

With cobranded social media, you sell advertisers the ability to reach your audience through your Facebook, Instagram or LinkedIn accounts. This gives you a unique selling proposition that no advertiser or agency can do on their own. And your inventory is virtually unlimited.

This week's podcast, Eric Shanfelt shows you how cobranded social media ads work, how to set them up, and how to package and price them. The timing is perfect for you to add this to your sales mix for 2023.

Learn more at https://nearviewmedia.com/

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Why Email Isn't Good Enough for Publishers Anymore

Saison 1 · Épisode 18

jeudi 28 juillet 2022 • Durée 31:22

Gone are the days of utilizing our email deployment system solely as a distribution platform. To stay competitive as media companies, we must incorporate muti-channel communication (broadcast email, automated 1:1 emails, text messages, website messages, chat, snail mail and more) ... and our email systems must aggregate reader data and handle marketing automation. Using automations to trigger activities and tasks to improve response time and decrease people time to manage.

Watch as Eric talks through the various features and how they all fit together, even pointing to some of the systems that will work best for publishers / media companies.

Learn more at https://nearviewmedia.com/

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Top 5 Digital Ad Mistake Publishers Make

Saison 1 · Épisode 17

vendredi 15 juillet 2022 • Durée 32:24

As publishers look for answers to declining digital media sales, the answer is sometimes not found in what they are selling but how they are going about selling it.

During this session we talk about some of the most common mistakes publishers make in their approach to selling digital media. From trying to sell too many programs, using digital programs as incentives, to losing the energy and excitement following a new program launch. All are simple changes publications can make to start regaining traction with their digital media sales.

Learn more at https://nearviewmedia.com/

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Fix My Website: Los Angeles Magazine

Saison 1 · Épisode 16

jeudi 30 juin 2022 • Durée 45:35

Watch as we take an in-depth analysis – on-the-fly – at the website of Los Angeles Magazine, a consumer city magazine. We'll identify what they're doing well and what they could improve upon.

In the analysis, we'll look at the design of the site to see how effective it is for content, advertising and audience development ... both for desktop and mobile devices. We'll also do some search engine optimization (SEO) analysis of the site and look at other technical factors as well.

You'll walk away with some insights that you can apply to your own publication website.

P.S. If you have a site you'd like to recommend for our next "Fix My Website" session, please contact us at eric@nearviewmedia.com

Learn more at https://nearviewmedia.com/

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Facebook Business Manager: The Right Way for Publishers to Set It Up

Saison 1 · Épisode 15

vendredi 17 juin 2022 • Durée 35:33

In this High Value Publishing session, we’ll go over the right way for publishers to set up Facebook Business Manager and how it relates to the new Meta Business Suite.

To be honest, most publishers haven’t set up Facebook Business Manager properly and it’s hurting their business. And some publishers don’t even have a business manager account.

In this session you’ll learn

Why you should still use Facebook Business Manager instead of Meta Business Suite.
How to switch between business manager and business suite.
How to manage users and why you should enforce 2-factor authentication.
Why you should check user and partner permissions regularly.
How to consolidate all of your Facebook pages into a single Business Manager account.
How to integrate all of your Instagram accounts into Facebook Business Manager.
Why most publishers only need one ad account … and when you should have more than one.
How to manage tracking pixels and make sure it doesn’t slow down your website.
Why and how to verify your website domain(s).
Why it’s important to verify your legal business details and how to do it.
How to register as a Facebook News Page and the benefits of doing it.

Learn more at https://nearviewmedia.com/

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Improve Your Sponsored Emails with This Simple Template

Saison 1 · Épisode 14

jeudi 19 mai 2022 • Durée 24:36

Sponsored emails are a big revenue generator for publishers. But the creative advertisers send us are usually horrible.

From single big images, to ultra complex HTML emails, advertisers and agencies often send creatives that:

Don’t work on mobile devices.
Aren’t compatible with popular email clients.
Don’t solicit the kind of response that they should.

In this High Value Publishing session, I’ll show you a simple sponsored email template you can quickly implement to solve all of these problems.

Not only will it make your life easier, but it will make your advertisers more successful and encourage them to spend more money with you.

You’ll learn

Why single image sponsored emails are bad for users, advertisers, and get flagged as spam.
How complex HTML sponsored emails often don’t work as well as desired.
A simple template that works great for readers, is simple for your operations team, drives more response for advertisers, and drives more revenue for you.

Learn more at https://nearviewmedia.com/

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