Welcome to Episode 33 of the 90-Day Website Mastery Podcast, the ultimate resource for business owners, marketing managers, and web professionals looking to transform their online presence! Join hosts Jonny Ross and Pascal Fintoni as they share actionable insights, practical advice, and the latest trends in website strategy.

This week, we dive into:

🎨 Rebranding Your Website

Should you update your website’s colours and design to match your new logo and brand identity? Jonny and Pascal explore the pros and cons of a visual overhaul, how to avoid disrupting your user experience, and why SEO considerations should guide your decisions.

🤖 The Danger of AI in Marketing Copy

We review Kristen Doerer’s insightful article, “Customers Don’t Trust AI, and the Rift Might Be Hurting Business”. Discover why using "AI-powered" in your marketing may actually harm trust and learn how to focus on pain points and value-driven messaging instead.

🔧 Website Tools You Need

• Jonny recommends Google Search Console for identifying low-hanging SEO opportunities, such as optimising content that ranks in positions 15–30 for quick wins.
• Pascal introduces Adobe Firefly, a cutting-edge tool for generating visuals with AI and improving your website’s creative assets.

✅ This Week’s Website Call-to-Action

• Jonny’s Tip: Leverage User-Generated Content (UGC) like testimonials and reviews to boost trust and authenticity.
• Pascal’s Tip: Audit your business on Google Images—update photos and descriptions to ensure they reflect your brand accurately.

• Rebranding? Take an iterative approach and avoid large-scale changes that could impact SEO and user experience.
• AI terminology can deter customers—prioritise value-driven messaging to engage and reassure your audience.
• Small tweaks like optimising for overlooked keywords or adding testimonials can yield significant results.

• 90-Day Website Mastery Program
• Kristen Doerer’s Article on AI
• Google Search Console
• Adobe Firefly

• Jonny Ross on LinkedIn
• Pascal Fintoni on LinkedIn

Chapters:

00:00:16

-

Introduction and Topics Overview

The hosts introduce the podcast and outline the topics for discussion, including rebranding, AI in marketing, and website tools.

00:01:12

-

Rebranding and Website Design

Discussion

on whether to change website design when rebranding, with insights on

consumer trust issues regarding AI in marketing strategies.

Welcome to Episode 32 of the 90-Day Website Mastery Podcast, your go-to resource for practical website improvement tips. In this episode, Jonny Ross and Pascal Fintoni dive into mobile-first design, AI-powered commerce, and essential tools for website managers. This episode is packed with actionable insights to help you optimise your website for mobile users and stay ahead in the digital world.

• FAQ: What does "mobile-friendly" really mean? Isn’t it automatic nowadays?
• Surprisingly, no! Many websites still aren’t optimised for mobile. Jonny and Pascal discuss why a mobile-first approach is crucial, including ensuring that designs are tested on mobile before desktop.
• They explain key considerations like creating more space for touch interactions, optimising buttons, and making call-to-actions easily accessible. If your website is difficult to navigate on mobile, you could be losing potential customers.

• FAQ: What is AI-powered commerce search, and why does it matter for my business?
• The hosts explore an insightful article by Ben Davis on the rise of AI-driven search technology. Learn how conversational search is transforming e-commerce by helping customers find exactly what they need, and why it’s essential for small businesses to stay ahead of this trend.
• Jonny stresses the importance of embracing AI tools to improve customer experience and sales.

• Pascal’s Pick: Jitter – Add animations to your website with ease! Perfect for making your content more engaging and user-friendly.
• Jonny’s Pick: FounderPal.ai – Create detailed marketing personas in just 10 seconds. It’s free and incredibly useful for refining your target audience messaging.

• Jonny’s Tip: Start A/B testing! Experiment with landing pages, buttons, and headlines to improve conversions. Even small changes can lead to big results. Tools like Hotjar and Unbounce are great for optimising user experience.
• Pascal’s Tip: Review your best-performing web pages from this time last year. Update your seasonal content and ensure returning visitors feel engaged with fresh, relevant material.

• What does it mean for my website to be mobile-friendly?
• How can AI-powered commerce search help me attract more customers?
• What are some tools to create marketing personas and add animations to my website?
• What is A/B testing and how can it improve my website's performance?

Don’t just listen—take action! Start testing your website’s mobile functionality today, and explore the tools we discussed to enhance your site’s performance.

• FounderPal.ai – User Persona Generator

🚀 Episode Overview:

Join Jonny Ross and Pascal Fintoni for a deep dive into effective website strategies and the latest in SEO for 2024. This episode covers practical tips on social media linking, the importance of SEO, and the tools every website manager needs.

📌 Episode Highlights:

1. Welcome & Introduction

• Hosts: Jonny Ross & Pascal Fintoni
• Focus: Enhancing your website's impact and pride in your digital presence.

1. You Ask, We Answer

• Topic: Do social media platforms penalize links to external websites?
• Insight: Jonny and Pascal debunk myths and discuss strategies to use social media effectively without harming your site's traffic.

1. Website Stories

• Feature: Review of "5 SEO Strategies to Embrace in 2024" by Chitra Iyer on CMSWire.
• Discussion: Trends in SEO that emphasize user intent, multi-platform strategy, and the shift from keywords to comprehensive digital presence.

1. The Website Engine Room

• Tools Highlighted:Jonny’s Pick: Linked Helper - Enhances LinkedIn activity through automation.
• Pascal’s Recommendation: EmbedResponsively.com - Ensures videos are displayed optimally on all devices.

1. The Website Call to Action

• Jonny’s Tip: Implement AI chatbots to improve real-time interaction on your site.
• Pascal’s Advice: Pre-plan content for industry events to ensure timely and relevant updates.

🔗 Useful Links:

• Read the featured SEO article
• Try EmbedResponsively.com
• Explore Linked Helper

📅 What’s Next:

Stay tuned for the next episode where we will unveil a special announcement in our Website Engine Room segment! Visit 90daymarketingmastery.com for more information and to book your discovery call.

📬 Get Involved:

Implement the tips from today’s episode and share your results with us for a chance to be featured on the show!

👋 Parting Note:

Enjoy a creative montage as you jot down your action steps from today's insights. Don’t forget to follow or subscribe for more valuable episodes!

00:00:16

-

Introduction

Introduction to episode 25 of the 90-day website mastery podcast and discussion about the purpose of the podcast.

00:03:15

-

You Ask, We Answer

Discussion

about the relationship between social media, websites, and YouTube. The

impact of sharing website links on social media posts and the behavior

of users in interacting with posts.

S02 E05 Series 2 Episode 5. In this episode I talk to Nathan Clark from one Leed's great institutions the Brudenell Social Club!

Talking about gigs and events and how the covid crisis has hit the industry hard. I hear about some of the amazing people Nathan has met and how ingrained in the music industry he is.

Thanks for being a fab listener and don't forget to subscribe!

S02 E04 Series 2 Episode 4 - In this episode I host a technology panel with virtualDCS, Nimbox and Biscuit IT.

We’ll be covering the topics that IT managers should be focusing on right now, including how you can ensure your business data remains yours during the current crisis, and how, if you use Microsoft 365, you could unknowingly be leaving your data at risk.

From Ransomware to Phishing, Secure file sharing and insider threats, to Remote working and customer priorities we’ll be covering a range of topics for businesses of all shapes and sizes.

Thanks for being a fab listener and don't forget to subscribe!

S02 E03 Series 2 Episode 3. In this episode I talk to Rachel Flower from the BroadRoom. We discuss mindset, what to do with your bounce back loans, women in business, decision making, being pro-active and much more!.

Lets normalise some of the challenges you and your business is going through.

Thanks for being a fab listener and don't forget to subscribe!

S02 E02 Series 2 Episode 2 - In this episode I talk to Nigel Cliffe from Value Exchange who shares his his LinkedIn tips & tricks together with answering your questions.

Now more than ever your potential clients and customers are researching their next supplier or partner online. They’re looking for what YOU offer.

Are you proud of what they’ll find?

Thanks for being a fab listener!   

S02 E01 Series 2 Episode 1 - Wow it's series 2! How exciting! In this episode, I talk to the one and only Pascal Fintoni, discussing the best approach to video. We talk about the the key principles of video marketing, how to be a great host, some of the best apps that are out there that and much more! Thanks for being a fab listener!   

S01 E08 Series 1 Episode 8 - This is an archive of live video Q and A's streamed online. In this episode I was joined by Paul Grindley from Winston Solicitors discussing Employment Law, Furlough, Redundancies, Lay-offs and Short time working!

How will you exit #furlough?

Have you considered #lay-offs?

Do you need to #restructure?

Have you thought about short time working?

What about holidays and annual leave? Should you force all employees to take some leave now?

Have you been offered a settlement agreement?

S01 E07 Series 1 Episode 7 - In this episode I chat to Harry Bliss from Champion Health where we answered your mental health questions. Giving lots of tips, tools and practical guidance for a better mental health. Enjoy!

This series, Coronavirus lockdown is an archive of live video Q and A's streamed online.

S01 E06 Series 1 Episode 6 - This is an archive of live video Q and A's streamed online. #ConsumerBehaviour & #BehaviouralEconomics are changing the way we buy. In this episode I chat to Laura Morris from Trinity McQueen discussing how the #CoronavirusCrisis will impact a huge shift in our #behaviour, how we buy, and what becomes important to us. Enjoy.

S01 E05 Series 1 Episode 5. This is an archive of live video Q and A's streamed online. In this episode I was joined by Nikki Towler from VirtualDCS and we were absolutely delighted to welcome former Labour leader, Ed Miliband, now shadow business & energy secretary!

At the time he was campaigning to change the CBILs loan scheme to give 100% underwriting by government.

He was very extremely open, very engaging and honest.

S01 E04 Series 1 Episode 4. This is an archive of live video Q and A's streamed online. In this episode I was delighted to be joined by Eve Roodhouse, Chief Officer for Economic Development. Answering your questions on everything from Business Grants, to Rates Relief, PPE to Testing & Business Support to How we as a region are going to recover from this.

Welcome to Episode 24 of the '90 Day Website Mastery Podcast' — the audio companion that walks hand-in-hand with the 90-Day Website Mastery Program, where we share actionable advice and insights for you to take pride in your online presence!

🎙️ Segments Overview:

1. You Ask, We Answer:

• The Big Question: Should you share your fees and prices on your website?
• The Insight: Jonny and Pascal weigh in on this emotionally charged topic, discussing the impact of transparency versus strategic pricing. They share their takes on the delicate balance of revealing costs and adding value to services without presenting just the numbers.

1. Website Stories:

• Topic of Discussion: Google’s ‘Circle to Search’ feature.
• The Impression: The co-hosts dissect Google's innovative search method that uses touchscreen capabilities to interact with images for instant search results. They mull over the potential this has for business owners in marketing their products and services more interactively.

1. The Website Engine Room:

• Tools to Enhance Your Website:Pascal introduces SimilarWeb, a platform for website analysis and discovering new web spaces.
• Jonny recommends Typeform for building interactive and beautiful forms, surveys, and quizzes to engage audiences and collect data efficiently.

1. The Website Call to Action:

• Immediate Actions for Improvement:Jonny suggests adding related content to pages for increased engagement and SEO benefits.
• Pascal urges a reevaluation of the ‘Contact Us’ page design to enhance user experience and conversions.

📌 Main Takeaways:

• Engagement is key — finding ways to keep your audience interacting with your site is crucial.
• Transparency builds trust — being upfront with pricing can filter the right clients and save time.
• Content is not just king; its kingdom is vast — use your content to establish authority and connection.
• Website design matters — every page, especially your contact page, should reflect your brand’s essence and value.

💡 Reflection:

Jonny and Pascal remind us that a website is more than a digital business card; it's a conversation, an experience, and a journey for your visitor. Whether it's through pricing transparency, engaging storytelling, leveraging smart tools, or a call to action that sparks a connection — every element should make your audience as excited about your website as you are.

For more details and to book a discovery call, visit 90 Day Marketing Mastery.

Up Next:

Stay tuned for Episode 25, and in the meantime, we'd love to hear from you! Send your questions, share your favorite apps, and let us see the changes you've implemented on your website. We're here to celebrate your steps towards a website you’re proud of.

Until next time, keep optimising, keep creating, and let's make those websites work wonders!

🎉 Enjoyed this episode? Share it with your network, subscribe for more tips, and let us know your thoughts in the comments!

The website mastery podcast introduction (00:00:16)

Introduction to the podcast and its segments.

Should I share my fees and prices on my website? (00:01:33)

Debate on whether to display prices on websites for both B2C and B2B businesses.

Google's Circle to Search feature (00:09:07)

Announcement of Google's new search feature for...

S01 E03 Series 1 Episode 3. This is an archive of live video Q and A's streamed online. In this episode I chat to Sarah Small from ADIGITALME discussing business processes & automation. From finance to onboarding and from marketing to admin. Enjoy.

S01 E02 Series 1 Episode 2 - Welcome to series 1 "Coronavirus lockdown". This is an archive of live video Q and A's streamed online. In this episode I chat to Adam Roney from Calls 9, asking him what are the best practices and techniques for organisations to manage their internal and external comms, right in the middle of Coronavirus chaos! Enjoy.

S01 E01 Series 1 Episode 1 - "Coronavirus lockdown". This is an archive of live video Q and A's streamed online dating back to 26th March 2020, only three days after the UK government announced the lockdown. We set up a Facebook group for local businesses to find support during the coronavirus chaos that followed in this first episode, I chat to James Fry from Garbutt and Elliott Accountants.

It was only three days after furlough loans and grants had been announced and I threw it all at him. James is great. He's one of very few accountants who really gets your business and ask you the important questions. Enjoy.

Listen to the Jonny Ross Audio Experience!

Be inspired, grow your business & make marketing easy!

In this captivating episode, Jonny Ross sits down with Harry Spaight, a trailblazer in the world of sales, to explore the profound concept of servant selling. Harry, an acclaimed keynote speaker, author, and podcast host, delves into how leading with dignity and empathy can redefine success in sales. From his early days influenced by mission work to his impactful book "Selling with Dignity," Harry shares his journey and insights into creating meaningful, trust-based relationships with clients. Tune in to discover how servant selling can transform your sales approach, enhance client relationships, and lead to lasting success.

1. Harry's Unique Journey into Servant Selling (00:00:58) - Discover Harry's transition from mission work to sales and how it shaped his servant selling philosophy.
2. The Core Principles of Servant Selling (00:01:42) - Understand what servant selling entails and how it contrasts with traditional sales tactics.
3. Building Genuine Connections (00:02:47) - Insights into the importance of listening and focusing on the client's needs rather than the sale.
4. Overcoming Common Sales Challenges (00:25:12) - Strategies to handle rejection and ghosting from prospects with grace and perseverance.
5. Providing Value Beyond the Sale (00:32:24) - Tips on nurturing long-term relationships and adding value to clients even after the sale.
6. Digital Engagement and Building Trust (00:18:59) - How to leverage digital platforms to authenticate your sales approach and connect with clients.
7. Advice for New and Seasoned Sales Professionals (00:32:42) - Foundational advice for newcomers and a fresh perspective for veterans in sales.

Resources Mentioned:

• "Selling with Dignity" by Harry Spaight
• Sales Made Easy Podcast by Harry Spaight

Connect with Harry Spaight:

- Website: Selling with Dignity

- LinkedIn: Harry Spaight

- Instagram: @harryspaight

- Twitter: @HarrySpaight1

Jonny and Harry wrap up the episode with key takeaways and encourage listeners to embrace servant selling for more ethical and effective sales practices. Don't forget to subscribe for more insightful conversations and share this episode with those looking to revolutionize their sales approach!

The transformative world of sales (00:00:13)

Introduction to the episode's focus and guest, Harry Speight, and the concept of servant selling.

The concept of servant selling (00:01:23)

Harry explains the concept of servant selling and its transformation of traditional sales approach.

Serving others and providing value (00:02:31)

Harry discusses the importance of serving others and providing value to build genuine connections.

Networking and building trust (00:03:09)

The importance of networking, building trust, and having meaningful conversations with potential clients.

Targeting the right prospects (00:07:31)

Harry explains how to define and target the right prospects for effective sales conversations.

Long-term impact of servant selling (00:09:52)

The impact of servant selling on building long-term relationships and trust with clients.

Authenticity and building relationships (00:11:07)

The...

Welcome to Episode 23 of the '90-Day Website Mastery Podcast,' where we not only celebrate the milestone of our 100th episode in the Jonny Ross Fractional CMO series but also delve deep into the nuances of website engagement and growth strategies. Join Jonny Ross and Pascal Fintoni as they share their expert insights and actionable tips to empower you and your website.

In This Episode:

Celebrating 100 Episodes: We kick off this special episode by marking a significant milestone - the 100th episode of Jonny Ross's Fractional CMO podcast series. Reflect with us on the journey, the lessons learned, and the value of consistent content creation.

You Ask, We Answer: Blog Comments for SEO

• Should you keep the comments section on your blog?
• Unraveling the SEO benefits and managing spammy comments.
• Jonny and Pascal's take on engagement vs. quality control.

Website Stories: Navigating Through Website Growth Stages

• An in-depth review of "Guiding Your Website Through Its 4 Stages Of Growth" by Kahl Orr.
• Key takeaways and how they apply to your website's evolution.

The Website Engine Room: Tools to Elevate Your Site

• Pascal's Pick: Discover copyright-free photos and visuals with Adobe's Free Stock Images to enhance your web content.
• Jonny's Recommendation: Explore the power of Zapier for automating tasks and streamlining your workflow, connecting your favorite apps for maximum efficiency.

The Website Call To Action: Immediate Actions for Website Enhancement

• Jonny suggests implementing a 'sticky menu' for better navigation and user experience.
• Pascal advises on minimizing distractions with YouTube embeds using a simple URL tweak.

Reflection and Roundup: As we celebrate this 100th episode milestone, we reflect on the importance of continuous learning, adaptation, and the power of sharing knowledge. We're committed to helping you make your website work harder for you, ensuring it's something you can be proud of.

Engage With Us: We love hearing from our listeners! Share your thoughts, questions, or suggestions with us in the comments. Your insights could be featured in our upcoming episodes!

Stay Connected: Don't miss out on future episodes and valuable insights. Subscribe to the '90-Day Website Mastery Podcast' and join our community of website enthusiasts.

Thank you for joining us on this journey to 100 episodes, and here's to many more filled with learning, growth, and success!

The 90 Day Website Mastery Podcast (00:00:16)

Introduction to the podcast and celebration of the 100th episode of Johnny Ross's Fractional CMO podcast.

The Comment Section on a Blog (00:03:43)

Debate about whether to switch on or off the comment section on a blog, considering SEO benefits and potential drawbacks of spammy comments.

Stages of Website Growth (00:08:07)

Discussion of the four stages of website growth: do it yourself, startup mentality, established business, and enterprise solution, emphasizing the importance of the initial phase.

Website Engine Room: Zapier (00:17:10)

Explanation of the benefits of using Zapier for automation, enhancing productivity, reducing errors, and saving time in repetitive tasks.

Website Engine Room: Adobe Stock Photography (00:18:54)

Introduction to Adobe's offering of free stock photography and 2D/3D images, providing unique and stylish content for creating blog header images.

These are the timestamps covered in the podcast episode transcription segment.

Choosing Unique Images for Your Website...

Hosts: Jonny Ross and Pascal Fintoni

Segment 1: You Ask, We Answer

• Discussion Topic: The effectiveness of national and international days in content marketing and website traffic generation.
• Key Takeaways: Jonny and Pascal debate the merits of leveraging these days for marketing strategies. The consensus? They must align with your brand, resonate with your audience, and be part of a broader campaign rather than one-off content pieces.

Segment 2: Website Stories

• Featured Article: "Google to Disable Third Party Cookies for 1% of Chrome Users" by Matt Southern from Search Engine Journal.
• Insights: A crucial discussion on the impending changes in digital marketing due to privacy policies and the impact on data tracking. Businesses are advised to prepare and adapt to these changes for continued success in online advertising.

Segment 3: The Website Engine Room

• Tool Recommendations:Pascal's Pick: Google My Business - An underutilised tool that can significantly enhance your online presence.
• Jonny's Pick: KWFinder - A keyword research tool ideal for discovering long-tail keywords with low competition, perfect for driving targeted traffic.

Segment 4: The Website Call to Action

• Jonny's CTA: Add subtle animations and transitions to your website to guide users' attention and enhance the user experience.
• Pascal's CTA: Draw inspiration from blog header images outside your industry to refresh and modernize your site's design.

Final Thoughts:

Jonny and Pascal wrap up by reflecting on the importance of website pride and the impact of thoughtful content and design. They encourage listeners to apply the episode's advice and share their progress.

Reminder:

Don't forget to visit 90daymarketingmastery.com for more resources and to book a discovery call with Jonny or Pascal. Share your website updates, questions, and favorite apps for a chance to be featured in the next episode.

Next Episode Teaser:

Stay tuned for Episode 23, where we'll explore new SEO challenges and opportunities in 2024, dissecting the latest trends and tools to keep your website at the top of its game.

Connect with Us:

• We're live on YouTube, LinkedIn, Facebook, and available as an audio podcast for on-the-go tips.
• Leave us a review and share with a friend if you find our insights helpful.

Until next time, enjoy a creative montage of tips and tricks from today's episode, and start making your website work smarter!

00:00:14 (00:00:14)

Introduction to the podcast episode.

Johnny and Pascal introduce the episode and discuss the focus on website improvement.

00:01:44 (00:01:44)

You Ask, We Answer: National and International Days for Content Marketing.

Debate on the relevance and effectiveness of using national and international days for content marketing and website traffic generation.

00:08:32 (00:08:32)

Website Stories: Google to Disable Third-Party Cookies.

Discussion on Google's plan to disable third-party cookies and its impact on digital marketing and data tracking.

00:18:44 (00:18:44)

Website Engine Room: New Discovery - Mangles KW Finder.

Introduction and discussion of the Mangles KW Finder as a keyword research tool for driving targeted traffic to a website.

00:19:48 (00:19:48)

Website Engine Room: Google My...

Host: Jonny Ross

Guest: Karen Yankovich

Episode Overview:

In this insightful episode, Jonny Ross is joined by LinkedIn expert Karen Yankovich to discuss the unique challenges and opportunities for women over 40 in the world of digital branding and networking. Karen shares her expert strategies on how women can leverage LinkedIn to enhance their professional presence, build high-value networks, and step confidently into their roles in the business world.

Key Topics Discussed:

Why Focus on Women Over 40:

• Understanding the need for distinct strategies for women over 40 in digital marketing and personal branding.

LinkedIn Mastery:

• Karen's top tips for optimising LinkedIn profiles.
• Strategies for expanding professional networks on LinkedIn.

Overcoming Imposter Syndrome:

• Addressing common challenges faced by women over 40.
• Building confidence and overcoming imposter syndrome.

Building High-Value Networks:

• Karen's insights on relationship building on LinkedIn.
• Leveraging LinkedIn for high-ticket opportunities.

Mindset and Confidence Building:

• The importance of mindset in professional success.
• Techniques for stepping into a powerful and confident professional identity.

Resources and Links:

• https://www.linkedin.com/in/karenyankovich/
• https://karenyankovich.com/
• Take the Quiz: https://karenyankovich.com/quiz/
• https://podcasts.apple.com/gb/podcast/good-girls-get-rich-podcast/id1308227233

Connect with Us:

• https://podcast.jonnyross.com/
• https://www.linkedin.com/in/jonnyross/

Final Thoughts:

Karen's expertise and passion for empowering women shine throughout the episode, offering listeners practical advice, relatable insights, and motivation to take their professional presence to the next level. Tune in to gain valuable knowledge on mastering LinkedIn, embracing your expertise, and building a network that aligns with your career goals.

Women over 40 (00:00:11)

Karen Yankovic explains why women over 40 need distinct strategies on LinkedIn and how they can harness the platform to amplify their professional presence.

Podcast and Mindset (00:02:39)

Karen discusses her podcast, "Good Girls Get Rich," and the mindset component in building a successful digital presence.

Misconceptions about LinkedIn (00:03:27)

Karen addresses the misconceptions about LinkedIn, such as it being too corporate and full of spam, and explains the platform's potential for relationship building.

Imposter Syndrome (00:10:44)

Karen delves into imposter syndrome, its impact on women over 40, and strategies for overcoming it.

LinkedIn Strategies (00:14:32)

Karen outlines the importance of providing value and building relationships on LinkedIn, using examples of successful outreach efforts.

The importance of intentional connections (00:19:07)

Emphasizing the need for intentional, meaningful connections at conferences and through white papers to create opportunities.

Standing out at conferences (00:21:23)

Discussing strategies for standing out at conferences, such as connecting with speakers and utilizing LinkedIn to reach potential clients.

Optimizing LinkedIn profile (00:23:14)

Exploring the significance of positioning LinkedIn profiles as personal brands rather than traditional resumes, and the importance of the "About"...

Welcome to Episode 21 of the '90-Day Website Mastery Podcast'. In this episode, Jonny Ross and Pascal Fintoni dive deep into the essentials of crafting a winning website action plan for 2024. They also explore mastering SEO tools to enhance your website's performance. This episode is packed with actionable advice, insightful discussions, and practical tools to elevate your website in the new year.

Segments:

Creating a Meaningful Website Action Plan for 2024

• Jonny and Pascal discuss the importance of a structured and inspiring website action plan.
• Key focus areas include platform usability, SEO optimisation, and aligning content with audience needs.
• Insight into the 90-Day Website Mastery Healthcheck methodology.
• 90-Day Website Mastery Healthcheck

Mastering SEO Tools for Website Optimisation

• Exploration of essential SEO tools like Screaming Frog SEO Spider and GoPro's Quik app.
• Discussion on how these tools can streamline website management and content creation.
• Links to tools: Screaming Frog SEO Spider, QUIK by GoPro

2024 Website Trends and Mobile SERP Innovations

• Analysis of the latest website trends for 2024, including new mobile search engine result page layouts.
• Discussion on how these trends influence website design and user experience.

Website Call to Action: Immediate Enhancement Strategies

• Jonny's suggestion: Implement gated content for lead generation.
• Pascal's advice: Compile a retrospective and forecast article involving customer and influencer feedback.

Outro:

Jonny and Pascal wrap up the episode, inviting listeners to implement the strategies discussed. They encourage feedback and sharing updates on website enhancements for potential shoutouts in future episodes.

• Visit 90 Day Marketing Mastery for more information and to book a discovery call.
• Connect with Jonny Ross on LinkedIn
• Connect with Pascal Fintoni on LinkedIn

• Share your questions, app preferences, and website links after implementing the suggested changes.
• Subscribe, like, and share the podcast to support us.
• Stay tuned for our next episode, and in the meantime, enjoy a fun video and audio montage.

Creating a Meaningful Website Action Plan (00:01:30)

Jonny and Pascal discuss the importance of creating a meaningful website action plan for 2024 and share insights on the key elements to consider in the plan.

Recent Mobile Search Trends (00:13:43)

Pascal shares insights on recent mobile search trends related to website management and optimization, including changes in Google's mobile search results and highlights 20 website design and user experience trends for 2024.

The timestamps covered in the podcast episode transcription segment are provided above with the corresponding topics and their start times.

Bold Typography and Depth in Design (00:19:17)

Discussion on the use of bold typography and creating depth in website design, influenced by...

Welcome to a festive episode of the 90-Day Website Mastery Podcast with Jonny Ross and Pascal Fintoni. In this holiday special, we wrap up the year with insightful tips and tools to elevate your website for 2024.

Timestamps & Segment Overviews:

• 00:00:17 - Opening & Introduction
• Merry Christmas and holiday greetings from Jonny and Pascal
• Celebrating the 20th episode and the success of the podcast

• 00:01:20 - Segment 1: You Ask, We Answer
• Community Question: What to do with low-traffic blog articles?
• Discussion on the 3 Rs methodology for content optimization: Retain, Rewrite, Remove

• 00:07:33 - Segment 2: Website Stories
• Review of 'On-page Video SEO – Whiteboard Friday' by Crystal Carter for moz.com
• Exploring the nuances of video SEO and the importance of video content on web pages

• 00:14:16 - Segment 3: The Website Engine Room
• Jonny's Pick: OptinMonster - a powerful tool for lead generation and converting visitors
• Pascal's Pick: Zoom AI Meeting Summary feature for capturing content moments in meetings

• 00:20:28 - Segment 4: The Website Call to Action
• Jonny's Advice: Implement Progress Indicators for online forms and checkouts
• Pascal's Advice: Revamp your website footer for a fresh look and enhanced credibility

• 00:25:38 - Episode Wrap-up & Reflections
• Recap of the episode’s key points and actionable advice
• Looking forward to 2024 with excitement and anticipation

• 00:28:05 - Closing Remarks
• Invitation to visit 90daymarketingmastery.com for more information and discovery calls
• Encouragement to submit questions, share apps, and website updates for future shoutouts

Links and Resources:

• OptinMonster
• Zoom AI Meeting Summary
• On-page Video SEO – Whiteboard Friday by Crystal Carter
• 90-Day Website Mastery Program

Connect with Us:

• Jonny Ross's LinkedIn
• Pascal Fintoni's LinkedIn

Join us in our next episode as we continue to provide valuable insights and actionable tips for mastering your website. Happy holidays and cheers to a successful 2024!

Boost Your Website Success (00:00:22)

Introduction and overview of the episode's focus on website success, content optimization, and essential tools for the festive season.

You Ask, We Answer (00:02:12)

Discussion on handling blog posts with low traffic, including the decision to retain, rewrite, or remove them for website improvement.

Retain, Rewrite, or Remove (00:03:35)

Exploration of the three options for dealing with blog posts with low traffic to

In this insightful episode of the Jonny Ross Fractional CMO podcast, we sit down with Jackie Bebenroth, a seasoned brand strategist and the Principal of Muse. Jackie brings over two decades of experience in transforming brand narratives and steering businesses toward success. We delve into the nuances of brand evolution, the power of storytelling, and the groundbreaking 'Productive Distancing' method.

Key Points Discussed:

1. The Essence of Branding: Jackie begins by emphasising the importance of brand in business and how it serves as the heart of any enterprise.
2. Storytelling in Brand Strategy: The conversation explores how stories evoke emotions and connect with audiences, underlining Simon Sinek's idea that people buy 'why' you do something, not just 'what' you do.
3. Challenges in Brand Evolution: Jackie shares her experiences working with mid-sized and family-owned businesses, discussing the unique challenges they face during brand transitions.
4. The Productive Distancing Method: This segment delves into Jackie's innovative approach to brand strategy, which helps businesses gain clarity on their value propositions and align their offerings with their core mission.
5. Impactful Brand Narratives: The focus shifts to how brands can move from transactional relationships to transformational experiences, thereby creating deeper connections with their audiences.
6. Branding in Food and Wellness: Jackie talks about her passion for the food and wellness industry and how she applies brand evolution strategies in these sectors.
7. Implementing Brand Strategy: The episode concludes with insights into building a messaging platform and the continuous process of brand evolution.

Guest Bio:

Jackie Bebenroth is an award-winning brand strategist with a passion for creating impactful brand narratives. As the Principal of Muse, she has led brand transformations for various national and global brands, specializing in food and wellness industries. Jackie's approach is characterized by her unique 'Productive Distancing' method, which has been instrumental in reshaping how businesses perceive and approach their brand strategies.

Connect with Jackie Bebenroth:

• LinkedIn: Jackie Bebenroth
• Website: Muse Headquarters

Listen and Share:

Join us for this masterclass in strategic evolution and gain valuable insights into the transformative power of branding. Don't forget to subscribe for more episodes and share this podcast with others who might find it valuable.

Listen to the episode

Timestamps:

The importance of brand (00:01:14)

Discussion on the significance of brand in a business and how investing in brand can lead to increased sales over time.

The role of storytelling in branding (00:03:06)

Exploration of how storytelling helps substantiate claims, relate to the audience, and define the purpose behind a brand.

Pain points leading to brand rethinking (00:04:45)

Examining the pain points that initiate conversations about rethinking a brand, including declining sales and the challenges faced by family-owned businesses.

The importance of defining the category (00:13:36)

The speakers discuss the significance of clearly defining the category of a business and how it impacts brand evolution and decision-making.

Moving from transactional to...

In this insightful episode, Jonny Ross and Pascal Fintoni explore a range of topics crucial for digital marketers and website managers. From the complexities of social media in a controversial landscape to out-of-the-box marketing strategies and vital website improvements, this episode is packed with actionable advice and thought-provoking discussions.

Timestamps & Segments:

00:00:15 - Introduction

• Welcome and quick catch-up with hosts Jonny Ross and Pascal Fintoni.
• Brief overview of the episode's content and objectives.

00:01:07 - You Ask, We Answer

• Community Question: "Should I remove the Twitter feed from my website amid the platform's controversies?"
• Jonny and Pascal discuss the pros and cons of featuring social media feeds on websites, focusing on the recent Twitter events.

00:08:36 - Website Stories

• Article Review: “Black Friday and Cyber Monday have lost their
• meanings as brands extend promotions” by Gabriela Barkho for Modern
• Retail.
• The hosts delve into changing consumer behaviors and how businesses
• can adapt their promotional strategies beyond traditional sales events.

00:18:19 - The Website Engine Room

Tool Recommendations:

• Jonny Ross suggests Unbounce, a platform for creating and A/B testing landing pages with ease.
• Pascal Fintoni introduces Eddy from Headliner, an innovative tool for converting audio content into engaging blog series.

00:24:22 - The Website Call To Action

• Jonny Ross advises incorporating more whitespace into website design for clarity and readability.
• Pascal Fintoni recommends conducting an end-of-year review to generate fresh case studies and testimonials.

00:30:07 - Closing Thoughts

• Recap of the key points from the episode.
• Encouragement to listeners to apply the tips and share their progress.
• Invitation to subscribe and participate in future episodes.

Relevant Links:

• Unbounce: [https://unbounce.com/]
• Eddy from Headliner: [https://eddy.headliner.app/dashboard]
• 90-Day Website Mastery Program: https://90daymarketingmastery.com/

Connect with Us:

• Jonny Ross: https://www.linkedin.com/in/jonnyross
• Pascal Fintoni: https://www.linkedin.com/in/pascalfintoni

Thank you for tuning in! Don’t forget to like, subscribe, and share your thoughts in the comments. Stay tuned for our next episode where we continue to explore the ever-evolving world of digital marketing and website mastery.

The controversy surrounding Twitter feed on a website (00:02:15)

Discussion about whether to remove a Twitter feed from a website due to controversies surrounding the platform and its owner.

The relevance and value of social media feeds on websites (00:05:36)

Exploration of the purpose and usefulness of social media feeds on websites, suggesting ways to maximize their value and engagement.

The loss of meaning in Black Friday and Cyber Monday promotions (00:07:19)

Analysis of an article...

In this episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni break down essential strategies to future-proof your website in the evolving digital landscape. Whether you're managing a small business website or looking to improve your site's performance, this episode is packed with practical tips to make your online presence work harder for you.

In the You Ask, We Answer segment, Jonny and Pascal explain the move towards a cookie-less internet in simple terms. They discuss the shift away from third-party cookies, what it means for your website's privacy and tracking capabilities, and how to adjust your analytics and advertising to stay ahead of the curve.

In the Website Engine Room, Jonny introduces UserWay, a powerful tool that ensures your website complies with digital accessibility standards. Learn how accessibility impacts SEO and why ensuring your website is user-friendly for all visitors can also boost your search engine rankings.

Jonny and Pascal review an insightful article by Rand Fishkin titled "An Anonymous Source Shared Thousands of Leaked Google Search API Documents". In Website Stories, they discuss how these documents confirm the importance of dwell time, internal linking, and page titles—reinforcing what many SEO experts already knew. This is a must-know for anyone looking to improve their site’s visibility on Google.

In the Website Call to Action, Jonny advises on essential security measures every website should implement, including SSL certificates and two-factor authentication (2FA). Discover why security updates are critical for building trust with your visitors and improving your website’s credibility.

Pascal encourages website owners to review and update blog categories to stay relevant in a changing digital landscape. Find out how keeping your content organised with updated categories and tags can improve SEO and attract more traffic to your site.

Key Takeaways:

• What is a Cookie-less Internet? Understanding the shift and how to prepare your website for it.
• Website Accessibility: Tools like UserWay make it easier to implement accessibility features.
• Google Search API Leaks: Important SEO takeaways from Rand Fishkin’s analysis.
• Website Security: The must-have security features that build trust and credibility with your users.
• Content Categories: Why updating your blog’s content categories can lead to higher SEO rankings and better engagement.

• UserWay - Digital Accessibility Tool
• ChatPDF - AI-powered PDF Curation
• Rand Fishkin's Article on Leaked Google API Docs

Call to Action:

Looking to master your website in 90 days? Visit 90DayMarketingMastery.com to book a discovery call with Jonny or Pascal.

- Welcome to a special live streaming of the "90-Day Website Mastery Podcast" across Facebook, YouTube, and LinkedIn.

- Celebrating our latest program launch and the wrap-up of the Website Best Practice webinar series.

- Discover strategies to elevate your website's performance and how to take pride in your digital presence.

- Listener-driven dilemma tackled: "My business offers various services. Should I have a dedicated website for each?"

- Jonny and Pascal debate the merits and considerations of managing multiple services under one domain versus separate sites, factoring in audience targeting and service interrelations.

- Insightful discussion on John Hall's Forbes article: "How To Future Proof Your Content Strategy In The Age Of AI."

- Explore the intersection of AI advancements and content marketing, including auditing current content and planning for various consumer stages, without losing the human touch.

- Pascal's recommendation: Pika Style, a novel tool for transforming social media accolades into visually appealing website content.

- Jonny introduces Ubersuggest, a robust SEO tool for keyword insights and website optimization, pioneered by Neil Patel.

- Jonny's tip: The strategic use of exit pop-ups to retain visitors and convert them into leads.

- Pascal's advice: Leverage your top-performing 'how-to' content by attaching actionable resources, like checklists or templates, to encourage user action and repeat visits.

Conclusion:

- A recap of the necessity for strategic focus in service offerings and the blending of AI with human creativity for content that resonates.

- Audit your site to refresh or remove content that doesn't serve your SEO goals, ensuring every piece works hard for your visibility.

- For detailed insights and personal guidance, book a discovery call via 90daymarketingmastery.com.

Essential Links & Resources:

- Read the insightful Forbes article: How To Future Proof Your Content Strategy In The Age Of AI

- Enhance your website with Pascal's app pick: Pika Style

- Boost your site's SEO with Jonny's recommended tool: Ubersuggest

---

The question of separate websites for different services (00:03:53)

Discussion on whether businesses should have separate websites for different services, considering factors such as audience, complementarity, and differentiation.

Future-proofing content strategy in the age of AI (00:09:46)

An article by John Hall on how content marketers can adapt and future-proof their strategies in the face of AI advancements, emphasizing the importance of human creativity and expertise.

Assessing current content and planning for different stages (00:10:49)

Insights on auditing existing content, planning content for different stages, identifying content value, and focusing on thought leadership in order to enhance content strategy.

The Sweet Spot of AI and Human Content (00:13:44)

Discussion on the importance of finding the balance between AI-generated and human-written content for future-proofing content...

🔍 Dive deep into the world of strategic marketing and business growth in this enlightening episode of the Jonny Ross Fractional CMO podcast. Join us as we sit down with Kyle Golding, a seasoned entrepreneur and CEO of The Golding Group.

🔹 What's Inside:

• 🧠 Strategic Mastery: Kyle shares his 37+ years of wisdom, offering a treasure trove of insights on building robust marketing strategies and driving business growth.
• 💡 From Band to Brand: Discover Kyle's unique journey from managing music bands to mastering the art of branding and marketing.
• 🚀 Tackling Today's Market: Learn how to navigate the rapidly evolving digital landscape and use AI to empower your business strategy.
• 🎯 Audience Identification: Understand the art of pinpointing your target audience and why saying 'no' can be your business's superpower.
• 🤝 Human Element in Strategy: Get an expert take on blending technology with human intuition for impactful business decisions.

👨‍💼 About Kyle Golding:

Kyle is not just the mastermind behind The Golding Group's success; he's also a strategic thinker and a creative force in the marketing industry. With a rich background in various business sectors and a passion for innovation, Kyle brings a wealth of knowledge to the table.

📈 Perfect for:

Entrepreneurs, marketing professionals, business leaders, and anyone passionate about understanding the intricacies of strategic growth and effective marketing in the modern world.

🔗 Tune in now!

Don't forget to subscribe for more insightful episodes!

👉 Follow Kyle Golding for more insights:

• LinkedIn: https://www.linkedin.com/in/kylegolding/
• Website: https://thegoldinggroup.com

💬 We'd Love to Hear from You!

Join the conversation. Share your thoughts on this episode and your experiences in strategic marketing and business growth. Drop a comment below or reach out to us on social media.

The journey to becoming a sound guy and starting a business (00:04:18)

Jonny & Kyle share how they unintentionally started a business as teenagers by becoming sound guys for bands.

Transition from the music industry to marketing (00:08:23)

Jonny & Kyle discuss how they transitioned from the music industry to the marketing side of things and started over in the field of marketing.

Frustrations in corporate marketing departments (00:09:38)

Jonny & Kyle talk about their frustrations in corporate marketing departments, where they faced job eliminations and a lack of direction in marketing strategies.

Understanding Strategy and Marketing (00:10:37)

Jonny & Kyle discuss the importance of understanding strategy and marketing, emphasizing the need for a strategic approach and a focus on audience, differentiation, and educated decision-making.

Common Mistakes in Marketing (00:11:50)

Jonny & Kyle highlight common mistakes organizations make in marketing, such as assuming everyone is their client and assuming their opinions should drive the conversation, and emphasize the importance of market research and understanding one's position in the market.

Identifying Differentiation (00:15:57)

Jonny & Kyle discuss the process of identifying an organization's differentiation, emphasizing the need for honesty, focusing on 1 or 2 core strengths, and comparing strengths to those of competitors to determine true differentiation.

Identifying Strengths and Themes (00:21:17)

Jonny & Kyle discuss the process of identifying strengths and grouping them into common...

🌟 Join us on the Jonny Ross Fractional CMO podcast for an insightful dive into the future of retail marketing with Lewis Rothkopf, Chief Revenue Officer of Pairzon. 🚀

🔍 In this episode, we unravel the complexities of connecting online advertising with offline sales measurement and the incredible potential of AI in reshaping marketing strategies. Lewis shares his extensive experience in digital media and ad tech, offering valuable insights into how retailers can leverage data to supercharge customer acquisition, retention, and overall ROI.

📈 Discover the secrets behind effective online-to-offline marketing strategies and learn how to measure the real impact of your marketing efforts with precision. Don't miss this opportunity to gain expert knowledge on using AI to solve today's biggest marketing challenges.

👉 🔗 Guest Links:

Connect with Lewis Rothkopf on LinkedIn: https://www.linkedin.com/in/lewis/

Discover the power of Pairzon: https://pairzon.com/

Don't forget to subscribe and follow "Jonny Ross Fractional CMO" for more insightful discussions with industry leaders:

🎧 Listen on your favorite podcast platform: https://podcast.jonnyross.com/listen

📺 Watch on YouTube: https://www.youtube.com/c/FleekMarketing/

Grab your headphones, and let's get futuristic with marketing! 🎙️🌟

#JonnyRossCMO #RetailMarketing #AIInnovation #DigitalMedia

The problem of measuring marketing effectiveness (00:01:53)

Lewis discusses the challenge of measuring the effectiveness of marketing efforts and the limitations of click-through rates as a metric.

The need to bridge the gap between online and offline marketing (00:03:20)

Lewis explains the difficulty of connecting online ad exposure to in-store purchases and the limitations of geolocation as a proxy metric.

Using AI to understand the customer journey (00:06:24)

Lewis discusses how AI and machine learning can track the entire customer journey, from online interactions to offline purchases, and eliminate guesswork in measuring advertising effectiveness.

The consumer experience and wasted advertising spend (00:11:20)

Discussion on the negative experience of seeing repetitive ads and the wastefulness of advertising to consumers who have already made a purchase.

Targeting and anti-targeting based on consumer pools (00:12:23)

Explanation of how marketers can use consumer pools to target or anti-target their ads based on reach, frequency, response frequency, and monetary value.

The role of a customer data platform (CDP) and alternatives (00:14:12)

Comparison between Pozen's marketing data platform and traditional customer data platforms (CDPs), highlighting the benefits and cost-effectiveness of Pozen's solution.

The power of AI in understanding user search behavior (00:23:23)

AI can predict what users will search for next based on data analysis and autocomplete suggestions.

Using lookalike audiences to drive customer acquisition (00:24:59)

Lookalike audiences help expand the customer base by targeting similar individuals based on first-party data.

The importance of data integration for actionable insights (00:29:19)

Having all the data in one place allows for immediate actionable insights and better decision-making in marketing strategies.

Bridging the online and offline sales gap (00:33:36)

Lewis discusses the importance of using data and AI to bridge the gap between online and offline sales.

AI-driven success (00:33:36)

Lewis talks about how AI can drive success in marketing by leveraging data and optimizing the consumer journey.

The future of marketing with AI (00:33:36)

Lewis and Johnny wrap up the episode by...

🎙️ Episode Overview:

In this enlightening episode, we dive deep into the debate surrounding the use of social media icons on websites, the art of building shopper confidence, and the must-have tools for every website owner. Join Jonny Ross and Pascal Fintoni as they unravel the intricacies of these topics, backed by behavioral science insights and real-world examples.

🔍 Key Takeaways:

Social Media Icons - To Use or Not to Use?

• The importance of having a clear purpose for every element on your website.
• How to effectively integrate social media icons without distracting from the main website journey.
• The debate: Does the mere presence of a LinkedIn or X (formerly Twitter) icon add value or divert attention?

Building a Gold Star Website:

• The journey from bronze to gold - optimising landing pages for maximum impact.
• Behavioral science insights: The power of social proof, cognitive ease, and emotional priming.
• The paradox of choice: How offering too many options can paralyze decision-making.

Essential Website Tools Spotlight:

• SlideShare: The YouTube of professional presentations. An oldie but a goodie, perfect for showcasing your expertise.
• Hotjar: A behavior analytics and user feedback tool that offers heatmaps, session recordings, and surveys. A must-have for understanding user interactions.

💡 Actionable Tips:

• Enhance Your Search Box: Implement an advanced filter search to guide users seamlessly through your content.
• Listen to Your Team: Organize meetings with customer-facing teammates to gather frequently answered questions. This can be a goldmine for content ideas.
• Trust Your Instincts: While it's essential to stay updated with trends, always trust your understanding of your customers when making decisions.
• 
  

❓ Questions to Ponder:

• Are your social media icons serving a clear purpose on your website?
• How can you apply behavioral science to enhance user experience and boost conversions?
• Which tools can you integrate today to better understand and serve your website visitors?

🔗 Links & Resources:

• Connect with Jonny Ross and Pascal Fintoni on LinkedIn.
• Dive deeper into the world of behavioral science with this recommended read.

📱 Reminder:

For the best listening experience, grab your headphones, and if you find value in our chat, don't forget to share it with a friend or colleague. We appreciate every share and feedback!

📣 Join the Conversation:

Are you team Twitter Bird or team X? Let us know your thoughts and any questions you might have. We're always eager to engage and learn from our community. Drop us a comment below or reach out on social media.

Remember, in the ever-evolving world of digital marketing and website management, staying informed and proactive is the key. Until next time, keep optimising, testing, and iterating!

The importance of social media icons on websites (00:04:43)

Discussion on whether social media icons are a distraction or a way to build trust and connect with...

In this insightful episode, Jonny Ross dives deep into the intricacies of retention marketing with industry expert, Josh Tay of "No Limit Email." They discuss the importance of customer enablement, the nuance of offers, and how to bridge the gap between brand voice and customer desire.

Show Highlights:

The Shift in Retention Marketing

• Why retention starts even before customer acquisition.
• The importance of customer experience from the get-go.

Offers and Their Impact

• Dangers of running too many offers and the urgency dilution.
• Balancing the allure of quick cash with sustainable revenue.

Product Movement and Offer Testing

• Utilising apps like 'Cogs' to monitor product movement.
• How to strategise offers based on product performance.

Balancing Brand Voice and Customer Needs

• Understanding the balance between brand objectives and customer objectives.
• Why thinking from a customer's point of view is pivotal.

Customer Enablement: Beyond Retention

• The shift from just selling to truly enabling the customer.
• How to create enablement content to move customers closer to purchase.

Advertisements & Their Effectiveness

• The role of education and learning in ad content.
• Real-life examples of impactful ad content.

Topics:

• What is customer enablement in retention marketing?
• Dangers of running frequent offers in e-commerce.
• How to monitor product movement using Cogs app?
• Strategies for balancing brand voice and customer needs.
• Importance of enablement content in retention marketing.

Connect & Dive Deeper:

• Josh Tay on LinkedIn
• No Limit Email

Timestamps:

Retention Marketing and its Importance [00:01:24]

Explanation of what retention marketing is and why it has become important in today's digital landscape.

The Role of Zero Party Data [00:05:22]

Discussion on the concept of zero party data and how it helps in creating customized messages for customers.

Balancing Questions and Conversion [00:10:09]

Exploration of the balance between asking too many questions and getting valuable information from customers without putting them off.

The importance of retention marketing [00:11:38]

Discussion on the significance of retention marketing in generating revenue and the use of post-purchase communication to make up for lost acquisition.

Customizing messages based on customer data [00:13:10]

Exploration of how beauty brands can ask specific questions to understand customer goals and concerns, and tailor messages and product recommendations accordingly.

Using multiple channels for communication [00:18:36]

Explanation of how SMS, email, and direct mail are used together in retention strategies, with examples of welcome flows and win back flows.

The importance of content within emails [00:23:35]

The speakers discuss how the content within emails, such as entertaining and educational content, can make customers look forward to receiving emails and improve brand perception.

The danger of running too many offers [00:26:02]

The speakers talk about how running too many offers can train customers to expect more discounts, leading to...

🎙 Hosts: Jonny Ross & Pascal Fintoni

🎧 In This Episode:

1. Revisiting the Basics - How to harness your mission statement and brand values to enhance website engagement.

2. Lead Magnets:

- The evolution and future of lead magnets.

- Alternative names to consider: Value offer? Exclusive content? Premium content?

- Crafting effective lead magnets by listening to customer queries.

3. Landing Pages:

- Importance of focusing on pain points rather than merely sectors.

- App recommendations for landing page enhancements.

4. SEO & Alt Text - The significance of alt text for images and ensuring web accessibility.

5. B2B Sales Automation - Quick dive into tools and strategies.

6. Other Call to Actions

- Favicon - What is it, and why is it important?

- Manifesto page: A one-pager detailing your mission and values, inspired by high street brands.

7. Audience Power - Accepting and understanding that your audience drives your website strategy.

8. 90 Day Website Mastery Program - Introducing the audio companion to the 90-day Website Mastery Program.

🔗 Links & Resources Mentioned:

- 90 Day Marketing Mastery - Learn more about the program and book your discovery call with Jonny and Pascal.

💡 Top Quotes:

- "Your why is just so important. It helps tell the story. It helps you stand out, and it brings the authenticity." - Jonny Ross

- "Your audience literally are in charge of your website strategy because every single important decision is informed by your audience." - Pascal Fintoni

📣 **Feedback & Shoutouts**:

- We'd love to hear from you! Share your thoughts on alternative names for lead magnets, your favorite apps, and any changes you've made to your website based on our tips. You might get a shoutout in our next episode!

🎥 **Up Next**:

Stay tuned for a fun video and audio montage! Revisit your notes, take actions, and prepare for our next episode.

👋 Sign-Off:

Thanks for tuning in to Episode 16 of our podcast. Don't forget to visit our https://90daymarketingmastery.com for more information, and we'll see you soon!

Remember, always prioritise audience engagement and alignment with your core values for a successful website strategy!

The launch of new program and completion of webinar series [00:00:15]

Celebrating the launch of a new program and the completion of a website best practice webinar series.

Discussion on lead magnets and examples of compelling content [00:02:30]

Explaining the concept of lead magnets and providing examples of compelling content to attract website visitors.

Making industry landing pages engaging for B2B companies [00:09:50]

Jason Dodge discusses how to make industry landing pages engaging for B2B companies in a Whiteboard Friday video.

The B2B Landing Page [00:10:59]

Discussion on how to make a B2B landing page engaging by understanding the audience's challenges and pain points.

The Importance of Pain Points [00:12:40]

Emphasizing the need to focus on the pain points and solutions when creating a winning landing page.

Using Novio for Sales Automation [00:17:59]

Introduction of Novio, a B2B sales automation platform, and its features for lead generation, cold outreach, and email campaigns.

The importance of

Unlock the mysteries behind experiential marketing and its ROI in this deep-dive episode with the luminary Brook Jay of All Terrain. With a knack for creating moments that matter, Brook shares her insights on crafting authentic experiences that resonate deeply with consumers.

🔍 Episode Highlights:

The Evolution of Experiential Marketing: From food and beverage festivals to hyper-targeted in-stadium experiences, discover how experiential marketing has evolved to cater to savvy and discerning consumers.

The Power of Authenticity: Brook stresses the value of authentic brand moments that connect with consumers without overwhelming them.

Integrating Experiential Early On: Dive into the pitfalls brands face when they leave experiential marketing as an afterthought. Discover why it should be part of the conversation from the get-go.

Case Study: Cosmopolitan of Las Vegas: Learn how All Terrain helped the Cosmopolitan Hotel boost its footfall in a unique and emotional manner, using in-flight experiences.

🛍️ Product Mentions:

• The Cosmopolitan of Las Vegas: A game-changer in the realm of hospitality, this brand managed to reshape the Las Vegas hospitality scene with its unique branding approach. Check it out here.

🔗 Relevant Links:

• All Terrain: This is where the magic happens. Dive deeper into the world of experiential marketing with Brook Jay's esteemed agency.
• Connect with Brook Jay on LinkedIn: If her insights struck a chord with you, feel free to reach out and pick her brain further.
• Jonny Ross' LinkedIn: Stay updated with the host's latest thoughts, strategies, and episodes.

🙏 Wrap-up:

A big thank you to Brook Jay for unraveling the intricacies of experiential marketing. Her depth of experience and passion for the craft shines through every anecdote and insight. Don't forget to hit that subscribe button for more enlightening episodes.

Tune in, learn, and elevate your brand's experiences. Until next time! ✌

The secrets to measuring ROI in experiential marketing [00:01:20]

Brook Jay discusses the challenges of measuring ROI in experiential marketing and the importance of collaboration between sales, marketing, and agency teams.

Creating experiences that drive sales and customer loyalty [00:02:35]

Brook Jay explains how All Terrain ensures that their experiences not only create lasting memories but also drive sales and customer loyalty through promotional activities and tracking sales.

The misconception that experiential marketing has to be expensive [00:08:31]

Brook Jay debunks the misconception that experiential marketing has to be expensive and shares a successful campaign example that achieved strong KPIs without a massive spend.

The power of immersive brand experiences [00:12:31]

Discussion on the purpose and impact of experiential marketing in creating two-way interactions and driving word-of-mouth marketing and content generation.

The virtual launch of Ferrari Roma [00:14:21]

Explanation of how the COVID-19 pandemic forced a pivot from live experiences to a virtual launch of the Ferrari Roma, including the involvement of Adam Levine and Behati Prinsloo, and the success...

🎙️ Dive into another exhilarating episode of the "Jonny Ross Fractional CMO" podcast!

Join us as we delve deep with Kyle Hoffman, the powerhouse behind Wellow's soaring growth and Director of Growth Strategy at Function Growth.

In this episode, we uncover:

- 🚀 The Wellow growth story: Bamboo compression socks, sustainability, and big business numbers.

- 🧠 Behavioural science's pivotal role in D2C brand strategies.

- 💡 Pro tips on scaling Direct-to-Consumer brands sustainably.

- 🤖 The tech, resources, and teams D2C brands need to scale exponentially.

If D2C, Ecommerce, Marketing, Entrepreneurship, and Behavioural Science are your jam, this episode is tailored for you! 🎉

Remember, the best brands don't just sell; they tell stories, invoke emotions, and build connections. Kyle's experiences offer a rich tapestry of insights on doing just that! 🌟

Key Takeaways:

• Understanding customer behavior is vital for successful e-commerce marketing.
• Using real-world data combined with behavioral science can lead to effective marketing strategies.
• Behavioral science isn't just theory; it's based on actual real-world studies.

Highlights & Discussion Topics:

a. Maximum Purchase Limit: A case study where setting a maximum limit on purchase influenced customer behavior positively.

b. Behavioral Science Training: Function Growth Co.'s training program on behavioral science equips teams with actionable insights.

c. Real-World Studies vs. Brand Testing: The importance of testing behavioral science concepts tailored to a specific brand or product.

d. Richard Shotton's Contributions: Reference to books on behavioral science and its practical applications.

e. Choice Paralysis: The idea that limiting options can sometimes enhance user experience and decision-making.

f. Pratfall Effect: A fascinating concept where showcasing brand weaknesses authentically can be turned into strengths. Case in point: Guinness's ad campaign

Resources & Recommendations:

Books: Works by Richard Shotton on behavioral science.

Agencies need to walk the talk: Building and growing their brand is crucial.

The significance of varied creative assets in marketing.

🔗 Guest Links:

- Function Growth - https://functiongrowth.co

- Kyle Hoffman on LinkedIn - https://www.linkedin.com/in/kyle-hoff...

Listen & Watch:

- 🎧 Audio on your favourite podcast platform -

Jonny Ross and Pascal Fintoni are back with another dose of actionable insights to make your website an unparalleled success. In today's episode, they dive deep into the significance of website accessibility, the implications of AI in SEO, and introduce tools that can transform your website game.

Segments Overview:

1. You Ask, We Answer: The duo tackles the timely question of website accessibility, illuminating its benefits and providing a roadmap to integrate it seamlessly.
2. Website Stories: Dive into Google's evolving stance on AI-generated content and what it means for content creators.
3. The Website Engine Room: A segment packed with recommendations, today's focus is on file optimization tools to streamline your web processes.
4. Website Call to Action: Get the singular, transformative change you should be incorporating into your site right now.

Deep Dive:

1. You Ask, We Answer: Jonny and Pascal break down website accessibility, focusing on critical elements like alt text for images, using high-contrast colors, and crafting meaningful link text. They also discuss text sizes, alignment, and the strategic use of lists. Their go-to resource? Google's guide on making websites more accessible, which can be found here.
2. Website Stories: The episode hones in on Google's latest update on its SEO playbook concerning AI-generated content. The verdict? It's all about quality. Learn about the changing landscape of AI-written content and the importance of prioritizing genuine, high-quality articles over AI-rehashed ones.

• Read more on the story here.

1. The Website Engine Room: Today's tool recommendations? Pascal introduces us to Tinywow - the ultimate file converter and editor that's free to use. Meanwhile, Jonny swears by Smush, a WordPress plugin that optimizes images without compromising on quality.
2. Website Call to Action: Elevate your site's ranking and user experience with Jonny's advice on the strategic use of internal links. Meanwhile, Pascal urges you to give your visuals a quick audit. It's time to enhance the 'alt text' for optimal performance.

Conclusion:

Join Jonny and Pascal next time for more industry secrets and action steps to master your website in just 90 days. Your hosts would love to spotlight your website transformations, so be sure to share your updates!

Connect & Explore:

• 90-Day Website Mastery Programme: Unlock comprehensive website mastery insights here.
• Reach out to the experts: Connect with Jonny Ross and Pascal Fintoni on LinkedIn or visit their websites (Jonny | Pascal) for more industry wisdom.

Remember, a powerful website awaits those willing to take action! Until next time.

You Ask, We Answer [00:03:04]

Discussion on how to make a website more accessible and the importance of considering...

🎙️ Welcome back to another thrilling episode of Jonny Ross Fractional CMO! Today, we're stepping into the world of social-first video, video strategy, and the magic of Video AI with our incredible guest, Adam Chandler, Founder of Reel Film. 🌟

Episode Highlights

💡 The Rise of Social-First Video

• Dive into the dynamic realm of social-first video content and why it's a game-changer for engagement.
• Discover the secrets to crafting captivating social-first video strategies.

📈 The Power of Video Strategy

• Explore the essential components of a successful video strategy that leaves a lasting impact.
• Uncover the role of storytelling and brand personality in effective video marketing.

🤖 Unleashing Video AI

• Get a sneak peek into the world of Video AI and its revolutionary potential in video marketing.
• Learn how AI can supercharge content creation, audience targeting, and decision-making in video marketing.

In-Depth Discussion

• 📽️ Social-First Video Secrets
• Adam shares his insights into the world of social-first video and how it's transforming audience engagement.

📹 Crafting an Effective Video Strategy

• Explore the art of crafting a video strategy that not only grabs attention but also converts viewers into enthusiasts.

🤯 The Game-Changing Role of Video AI

• Uncover the AI-driven innovations that are reshaping video marketing and taking it to new heights.

Key Takeaways

📌 Social-first video is the future of audience engagement, and understanding its dynamics is essential for marketers.

📌 A well-crafted video strategy, enriched with storytelling, can be a potent force for brand success.

📌 Video AI is a game-changer, offering data-driven insights and automation that can skyrocket marketing effectiveness.

Final Words

🎉 Thank you for joining us on this exhilarating journey into the world of social-first video, strategy, and Video AI with Adam Chandler. A huge shoutout to Adam for sharing his expertise and insights with us today! 🙏

Connect with Adam Chandler

🔗 Guest Links

LinkedIn Profile

Explore the world of Reel Film

🔊 Listen & Subscribe

Catch all our episodes on your favorite podcast platform.

Watch the video version on YouTube.

Stay Tuned for More!

Feel free to use these show notes as your guide through this enlightening episode. Happy listening! 🎧

The importance of understanding the "why" and objectives of video strategy [00:03:38]

Adam discusses the importance of understanding the purpose and objectives of a video project before determining the strategy.

Considering the longevity of video content and repurposing opportunities [00:06:39]

Adam explains the importance of planning for the long-term use of video content and how it can be repurposed for various platforms and purposes.

Audience profiling and understanding where they hang out [00:08:28]

Adam emphasizes the need to identify the target audience and understand their preferences and engagement platforms to tailor the video content accordingly.

Using Video for Multiple Channels [00:10:23]

Discussion on repurposing...

Welcome to the 90-Day Website Mastery Podcast, the essential guide to boosting your website's performance and reigniting pride in your online presence. Hosted by Jonny Ross and Pascal Fintoni, this podcast complements our 90-Day Website Mastery Programme by providing actionable tips and expert advice. In our 30th episode, we dive into AI-driven strategies, off-page SEO tactics, and much more.

Segment 1: You Ask, We Answer

• Question: Can AI help me with my SEO campaign? Do you have any tips for using ChatGPT or Google Gemini to optimise my website content? (Part 2)
• Answer: Jonny and Pascal explore how AI tools like ChatGPT and Google Gemini can enhance off-page SEO. Learn about AI-assisted link-building, content creation, and more to improve your online reputation and trustworthiness.

Segment 2: Website Stories

• Recap Special:
• Jonny Ross: Key insights from the Intuit Mailchimp Conference in London on 13 June 2024.
• Pascal Fintoni: Highlights from the AI Solutions for SMEs Success Conference in Durham on 20 June 2024.
• Discussion: Jonny and Pascal share their experiences and lessons learned from these conferences, emphasizing the importance of customer-centric marketing, AI integration, and multi-channel strategies.

Segment 3: The Website Engine Room

• Featured Tools:
• Jonny Ross: TidyCal – An alternative to Calendly that simplifies calendar management and meeting bookings, integrates with Zoom and Stripe, and offers a user-friendly experience at a lower cost.
• Pascal Fintoni: AI Test Kitchen by Google – Experiment with MusicFX, ImageFX, and the upcoming VideoFX tools to enhance your media content and brief AI assistants effectively.
• Benefits: Discover how these tools can streamline your workflow, enhance productivity, and improve your website management.

Segment 4: The Website Call To Action

• Jonny Ross: Integrate engaging video content into your service and product pages to boost user interaction and dwell time.
• Pascal Fintoni: Improve website accessibility by creating audio and video summaries of your best-performing articles using AI. Embed these multimedia versions to enhance user experience and engagement.

Enhance your website’s performance by listening to Episode 30. Stay updated on the latest tools, trends, and techniques in digital marketing and website mastery.

Connect with Us:

• Jonny Ross on LinkedIn
• Pascal Fintoni on LinkedIn
• 90-Day Website Mastery Programme

Subscribe to the 90-Day Website Mastery Podcast on Apple Podcasts to stay ahead in the digital landscape. Don’t miss out on future episodes packed with insights and actionable tips!

00:00:15

-

Introduction to 90 Day Website Mastery Podcast

Introduction

to the 30th episode of the 90 Day Website Mastery Podcast, expressing

gratitude to the audience and sharing the purpose of the podcast.

Exploring Strategies for Website Optimization

Introduction to the episode with a unique twist: Host Jonny Ross becomes the guest, and regular co-host Pascal Fintoni takes the lead!

Jonny shares his exciting journey to BrightonSEO 2023, one of the SEO industry's most anticipated events.

Highlights of attending various conference sessions, including insights into TikTok trends, Google updates, and the role of AI in content creation and SEO.

The importance of investing in personal and professional development, discussed in the context of Jonny's commitment to staying updated in the SEO landscape.

The significance of claiming an online presence and providing a comprehensive digital experience for businesses in the digital age.

An exploration of the standout SEO strategies that are expected to shape the digital landscape in 2024.

The concept of accessibility in web design and its role in providing an inclusive online experience for all users.

The evolving role of AI in strategic thinking and planning, as discussed during Jonny's sessions at BrightonSEO.

Jonny's reflections on a thought-provoking talk by Professor Hannah Fry on data and AI and its real-world applications.

A mention of special guests, including John Mueller from Google, sharing insights on Google updates and the focus of SEO in 2024.

The intriguing discussion surrounding data and AI, inspired by Professor Hannah Fry's talk, and its implications for businesses.

Wrapping up the episode with gratitude to Jonny for sharing his BrightonSEO experience and insights.

Encouragement for listeners to stay tuned for more engaging episodes of the "Jonny Ross Fractional CMO" podcast.

Join the conversation and connect with Jonny Ross on LinkedIn.

Stay updated on Pascal Fintoni's insights and expertise by following him on LinkedIn.

Don't Miss Out!

Subscribe to the "Jonny Ross Fractional CMO" podcast on your favorite platform to stay informed about the latest trends and insights in marketing.

🔊 Listen & Subscribe

• Audio on your favorite podcast platform
• Video on YouTube

Choosing Brighton SEO [00:01:25]

Johnny explains why he chose to attend the Brighton SEO conference and the value of continuous learning and development in his career.

Content Selection at Brighton SEO [00:03:54]

Johnny discusses the challenge of choosing which talks to attend at the conference and the importance of exploring different tracks and smaller rooms for unique insights.

Meeting John Miller [00:06:36]

Johnny shares his experience of attending a talk by John Miller, the face of Google, and having a conversation with him about the impact of chatgpt on search.

The power of TikTok [00:10:18]

Insights into current trends on TikTok and how it can influence website signals and gain algorithmic advantage.

AI in search results [00:13:08]

Discussion on Google's introduction of AI in search results and the impact on businesses' ability to drive traffic from SERPs.

Focus on speed and accessibility [00:16:19]

Emphasis on the importance of website speed and accessibility in Google's algorithm...

• Jonny Ross
• Pascal Fintoni

• Celebrating the launch of a new program and the completion of the Website Best Practice Webinar Series.
• The aim is to make you proud of your website again and help it work harder for you.

• Question: Do I need to know HTML to run my website, and what is it anyway?
• Summary: Discussing the basics of HTML and its role in website management.
• Key Takeaways:
• Understanding HTML isn't essential but is beneficial for customization and effective communication with developers.

• Featured Article: "Half of personalised content is boring and unhelpful" by Duncan MacRae for Marketing Tech News.
• Summary: Examination of the pitfalls of personalized content.
• Key Takeaways:
• Importance of meaningful insights and relevance in content.
• Focus on specific customer groups for personalization.

• Pascal's Pick: Statista - Portal for Market Data, Research, and Stats
• Jonny's Pick: Coolors.co - Fast and easy-to-use color palette generator.

• Jonny Ross: Improve content readability with bullets and subheadings.
• Pascal Fintoni: Set up a research project team to gather data for 2023 retrospectives and 2024 forecasts.
• 
  

• LinkedIn: Jonny Ross
• Website: Jonny Ross

• LinkedIn: Pascal Fintoni
• Website: Pascal Fintoni

Feel free to send us your questions, share your preferred apps, and links to your website updates! We'd love to give you a shoutout in the next episode. 🎙️

See you next time!

Do I need to know HTML? [00:02:32]

Discussion on whether content marketers need to know HTML and its benefits in website customization.

Half of personalized content is boring and unhelpful [00:09:06]

Analysis of a report on marketers' approach to personalized content and the negative reactions from consumers.

Understanding your audience [00:10:23]

Importance of not trying to cater to everyone and the need to create relatable content for a deeper connection with consumers.

Understanding Your Audience [00:11:43]

The importance of deeply understanding your audience's mindset, pain points, and journey.

Identifying Key Customer Groups [00:12:48]

Using a mapping exercise to identify the customer groups that are most relevant and important to your business.

Using Data and Research for Content Strategy [00:13:42]

The value of using website analytics, reading industry magazines, attending conferences, and engaging with customers to gather insights for content...

🎙️ Welcome back to another episode of Jonny Ross Fractional CMO! Today we're diving deep into the synergy between brand building and performance marketing with the amazing Carolyn Walker, CEO & Managing Partner of Response. 🌟

• 💡 Why performance marketing isn't enough and why you need brand building
• 📊 The importance of having a brand strategy and how it impacts your business metrics, from valuation to talent retention
• 🧭 Carolyn's blueprint for effective brand positioning
• 🌟 Real-world examples of companies who have aced their brand strategy
• 📖 Storytelling: The underrated secret weapon in marketing

• Carolyn discusses the importance of aligning performance marketing with long-term brand building strategies.

• Unpacking how a strong brand can elevate your company’s valuation, pricing power, and even talent retention.

• Carolyn walks us through the brand positioning process, using her years of expertise to illustrate how it's done.

• Carolyn shares why she considers Maersk and Chipotle UK as shining examples in the world of branding.

• A look at how storytelling and personality can become a major differentiator for your brand.

• 📌 Strong brands aren't built in a day, and they require a well-thought-out strategy that aligns with performance marketing.
• 📌 Consider your brand as an ongoing narrative, where storytelling and personality play pivotal roles.

🎉 Thanks for tuning in! A huge shoutout to Carolyn for sharing her valuable insights and helping us navigate the intricacies of brand building and performance marketing. 🙏

🔗 Guest Links

• LinkedIn Profile
• Response Marketing Agency

🔊 Listen & Subscribe

• Audio on your favorite podcast platform
• Video on YouTube

Feel free to use these show notes as a roadmap to navigate through this enlightening episode. Happy listening! 🎧

The advantages of using both brand building and performance marketing [00:02:28]

Carolyn explains the importance of finding a balance between brand building and performance marketing and the benefits of using both approaches.

Convincing board-level executives to invest in brand building [00:06:15]

Johnny asks Carolyn how to convince high-level executives to invest in brand building and what arguments can be made to support this investment.

The impact of brand on company valuation, pricing power, and talent attraction and retention [00:06:35]

Carolyn discusses how brand building can affect a company's valuation, pricing power, and its ability to attract and retain talented employees.

Understanding Brand Core [00:11:19]

Carolyn explains the importance of understanding a brand's core beliefs and how it impacts brand...

Episode 13 of the "90-Day Website Mastery Podcast"

Welcome to the '90-Day Website Mastery Podcast,' your go-to source for actionable tips and advice on transforming your website into an online destination your customers will rave about! Your hosts, Jonny Ross and Pascal Fintoni, bring you decades of experience in website design and management.

Question: What are content pillars, do they work, and how can I get started?

Dive into content strategy with Jonny and Pascal as they tackle your most pressing question about content pillars. Learn how to use them effectively and the common pitfalls to avoid.

• Content themes and topics
• Star content: What makes a good eBook or lengthy article?
• How to use content series to supplement your pillars

Featured Article: Medium is for human storytelling, not AI-generated writing by Scott Lamb, VP, Content @ Medium

Medium insists on human writing that deepens people’s understanding of the world. Jonny and Pascal discuss the merits and pitfalls of AI in content creation. Should your website disclose AI-generated content?

• Human stories vs. AI-generated content
• Responsible use of AI-assistive technology
• Business needs and search engine considerations

Pascal's Pick: Squoosh.app

Optimize your image files without sacrificing quality for quicker page loading.

Jonny's Pick: FullStory

Get invaluable insights into real user experiences on your site, find bugs, and offer better customer support.

Jonny: Test your website on mobile. It’s not mobile-first anymore; it’s MOBILE, full stop.

Pascal: List your memberships, awards, and certifications. Make sure you're showing them off on your website to build credibility and trust.

Stay Tuned: We'll be back with another episode soon. Send in your questions and share your website changes for a shout-out!

Jonny Ross

LinkedIn

Website

Pascal Fintoni

LinkedIn

Website

Further Learning:

• Check out our 90 Day Website Mastery Programme

Hashtags:

#WebsiteExcellence #ContentPillars #DigitalTransformation #WebsiteMastery

Thank you for tuning in, and remember: your website's evolution starts here!

Content Pillars Explained [00:02:38]

Johnny and Pascal discuss the concept of content pillars and how they use them in the 90 Day Website Mastery program.

Confusion around Content Pillars [00:02:46]

They address the...

This is Episode 12 of the Mini Series The '90-Day Website Mastery Podcast'

Introduction:

• Welcome to the '90-Day Website Mastery Podcast'!
• Hosted by Jonny Ross and Pascal Fintoni.
• Celebrating the launch of the new program and the completion of the Website Best Practice Webinar Series.
• Rediscover pride in your website with expert insights and advice.

Segments:

1. You Ask, We Answer:

• Addressing community questions and online queries.
• Question for this episode: "What are websites wireframes and do they really help?"
• Pascal and Jonny explore the significance of wireframes in website design.
• Highlighting wireframes as crucial tools for planning website layout and structure.

2. Website Stories:

• Reviewing an informative article/podcast/video.
• Discussing Neil Patel's video on "SEO Techniques to Boost Organic Traffic."
• Actions highlighted: Quarterly content updates, creative link building, partnerships, and hyperlocal targeting.

3. The Website Engine Room:

• Recommended apps and tools for website management and content creation.
• Pascal's recommendation: Perplexity AI - Structuring long-form content effectively.
• Jonny's recommendation: Framer - Interactive UI/UX design with AI integration.

4. The Website Call To Action:

• Practical action points for immediate website improvement.
• Jonny's advice: Thoroughly test website forms, validation, and user experience.
• Pascal's tip: Audit inbound links and collaborate for content amplification.

Reflection and Roundup:

• A recap of the episode's key takeaways.
• Emphasis on teamwork, investment, and continuous improvement for website success.
• Invite listeners to share their experiences and implement insights.

Outro:

• Thank you for tuning in to Episode 11 of the '90-Day Website Mastery Podcast.'
• Visit 90daymarketingmastery.com for more information and book your discovery call.
• Stay connected by sending questions and updates.
• Join us for the next episode, and remember, your website's transformation journey starts here!

Hosts:

• Jonny Ross
• LinkedIn: Jonny Ross
• Website: jonnyross.com
• 
  
• Pascal Fintoni
• LinkedIn: Pascal Fintoni
• Website: pascalfintoni.com
• 
  

Explore our 90-Day Website Mastery Programme:

• 90daymarketingmastery.com

Wireframes: The Importance of Planning [00:02:44]

Explains the significance of wireframes in website design and how they help in visualizing the layout and user journey.

Content Recency and Link Building [00:09:58]

Neil Patel discusses the importance of updating content regularly for both user engagement and search engine optimization, as well as creative ways to build links to drive...

🎙️ Dive into the world of B2B marketing with Deanna Shimota, the CEO of GrowthMode Marketing and a true B2B marketing maestro! In this episode of "Jonny Ross Fractional CMO", we're peeling back the layers of demand generation, content marketing, and more.

🔍 What you'll discover:

- The real difference between demand generation and lead generation.

- Common mistakes businesses are making in their marketing strategies.

- How B2B buying behaviors are evolving and how to stay ahead.

- Crafting a winning demand generation strategy.

- Avoiding the pitfalls of 'Random Acts of Marketing'.

🎉 Whether you're a seasoned marketer or just diving into B2B, Deanna's insights are a goldmine. Don't miss out!

Understanding Demand Generation [00:02:30]

Deanna explains the difference between lead generation and demand generation and why demand generation is critical in B2B marketing.

Adapting to Changing B2B Buying Behaviors [00:05:55]

Deanna discusses how B2B buyers are completing up to 80% of their purchase decision through digital avenues before engaging with a sales rep.

Building a Demand Generation Engine [00:08:39]

Deanna talks about the three pillars of building a demand generation engine and where businesses need to be featured or named to be considered by buyers.

The strategy for identifying ideal customer profile [00:08:49]

Identifying the best fit companies to target, having a unique point of view, and developing a content marketing and demand gen strategy.

The importance of understanding ideal customer profile [00:10:05]

Understanding when and how and where the ideal customers consume information.

The three pillars of a demand generation engine [00:11:07]

Creating content for every stage of the funnel, building a robust website, utilizing managed channels, and tapping into third-party channels for credibility and reach.

Timestamp 1 [00:18:11]

"Channels for B2B marketing"

Discussion on the effectiveness of different channels for B2B marketing, including LinkedIn, Google Ads, Facebook, and Instagram.

Timestamp 2 [00:19:54]

"The issue with digital advertising"

Exploration of the limitations and challenges of relying solely on digital advertising for lead generation, including low conversion rates and slow sales cycles.

Timestamp 3 [00:24:23]

"Example of a brand doing demand generation well"

Mention of Lavender, a technology company in the sales space, as an example of a brand successfully building brand awareness and utilizing third-party channels like LinkedIn for demand generation.

Lead Generation and Demand Generation [00:27:02]

The speaker discusses the transition from lead generation to demand generation and the importance of running both programs simultaneously.

Different Approaches in Demand Generation [00:28:07]

The speaker explains how demand generation requires a different mindset and tactics compared to lead generation.

Building a Demand Generation Engine [00:29:49]

The speaker emphasizes the importance of focusing on long-term growth and building a demand generation engine to attract future prospects.

Guest Links:

🔗 [GrowthMode Marketing](http://www.growthmodemarketing.com/)

🔗 [The Demand Gen Fix Podcast](

This is the ’90-Day Website Mastery Podcast’, a fun and action packed series about feeling proud of your website again!

Hosted by Jonny Ross and Pascal Fintoni who will share decades of experience in website design and management to transform your website into an online destination your customers will talk about.

Tune in for actionable tips, practical advice and inspiring website stories!

THE SEGMENTS:

You ask, we answer

One question submitted by the community or researched online (i.e. google instant, Answer The Public) and answered by Pascal and Jonny:

Is blogging still relevant in 2023?

Jonny and Pascal will discuss the importance of blogging and its relevance for business development activities, importantly will blogging survive the appeal of AI-powered content?

Website Stories

One article, or podcast, video, infographic, etc. reviewed by Jonny and Pascal who share their reactions and lessons:

For this episode, we have chosen an article from the Think With Google series: How Currys drove 40M views by leaving no questions unanswered by Matthew Davies, Digital Advertising Manager at electrical retailer Currys.

https://www.thinkwithgoogle.com/intl/en-gb/marketing-strategies/video/currys-youtube-search-trends/

A case study about the Curry’s ‘“No Questions Unanswered” back-to-school creative campaign.

The Website Engine Room

Two apps, software solutions or kit (one each) that can make life easier as a website manager and website content creator:

Pascal Fintoni: Add options to your bank of photos and illustrations with https://stock.adobe.com/uk/free and combined it with https://www.adobe.com/express/ for some swift and sharp editing

Jonny Ross: https://publer.io/jonnyross Publer is a virtual social media superhero lets you collaborate, schedule & analyze posts. Simply add new posts to your queue and let Publer automatically schedule them. 

The Website Call To Action

The ONE change or adjustment that you should be making to your website right now:

Jonny Ross: When did you last check for broken links, you can use Search Console, Screaming Frog, Rank Math, Redirection, SEMRush, there is literally no excuse!!

Pascal Fintoni: organise a team meeting or join a mastermind group to come up with your next core themes and hooks for your content marketing from blog/vlog series to social media posts.

We will be back with another podcast episode, in the meantime feel free to send your questions, share your preferred app and links to your website once you have made the changes we spoke about, we would love to give you a shout out!

Jonny and Pascal

–

Find out more about our 90 Day Website Mastery Programme: https://90daymarketingmastery.com/ 

Get in touch with your co-hosts:

Jonny...

This is the ’90-Day Website Mastery Podcast’, a fun and action packed series about feeling proud of your website again!

Hosted by Jonny Ross and Pascal Fintoni who will share decades of experience in website design and management to transform your website into an online destination your customers will talk about.

Tune in for actionable tips, practical advice and inspiring website stories!

THE SEGMENTS:

1. You ask, we answer

One question submitted by the community or researched online (i.e. google instant, Answer The Public) and answered by Pascal and Jonny:

What are avatars or archetypes and how can they help me run my website?

Jonny and Pascal will look into the often overlooked step of creating avatars to represent your visitors and to help you make decisions about your website design and content.

Website Stories

One article, or podcast, video, infographic, etc. reviewed by Jonny and Pascal who share their reactions and lessons:

For this episode, we have chosen a LinkedIn with a video message from Rand Fishkin about the impact of AI-powered search on search engine optimisation:

https://www.linkedin.com/posts/randfishkin_if-i-had-to-guess-what-marketers-will-be-activity-7086801513712345088-CbDA

The Website Engine Room

Two apps, software solutions or kit (one each) that can make life easier as a website manager and website content creator:

Pascal Fintoni: The Customer Avatar templates from Hubspot can give you a great headstart https://offers.hubspot.com/customer-profile-templates

Jonny Ross: https://linkwhisper.com A Revolutionary Internal Linking Tool to Speed Up the Process of Internal Linking for SEO and Help You Rank Better in Google

The Website Call To Action

The ONE change or adjustment that you should be making to your website right now:

Jonny Ross:  check your legals. T&c’s cookie policy. Privacy policy.  

Pascal Fintoni: work on your out-of-office messages, lean on your unique tone of voice and write a short article about what your customers should focus on during the summer season.

We will be back with another podcast episode, in the meantime feel free to send your questions, share your preferred app and links to your website once you have made the changes we spoke about, we would love to give you a shout out!

Jonny and Pascal

–

Find out more about our 90 Day Website Mastery Programme: https://90daymarketingmastery.com/ 

Get in touch with your co-hosts:

Jonny Ross

Linkedin: https://www.linkedin.com/in/jonnyross/

Website:

🌞 Sunscreen packaged as condoms 🍆, coupled with the words “protect your skin”.

It would have been a PR disaster! Find out the story!

We will try to cover as much of this as possible:

💥 How to get clear on your message

💥 Why brand and performance marketing needs to be on the same “team”

💥 Knowing when to try something new and when to stick to the basics

💥 Why focusing on the “outcome” is starting to eclipse the traditional marketing “persona”

💥 Investing: what it is worth putting £ into for marketing and where you can cut costs

💥 Failing fast and using this information to pivot

And more!

Brooke Janousek is a fractional CMO and digital nomad on a journey to intentionally live a joyful life. She is the founder of The Grow CMO, a fractional leadership solution for effective marketing growth that she founded in 2022 after two decades as a leading expert in the marketing industry. You can follow her digital nomad journey along with her “lessons on the road” at Brooke on the Grow.

Relevant links:

The Grow CMO: https://www.thegrowcmo.co/

Brooke on the Grow: https://brookeonthegrow.com/

LinkedIn: https://www.linkedin.com/in/brookejan...

We talk Brand positioning, Marketing strategy and Advertising effectiveness.

How important is brand compared to performance marketing?

We even delve into how to stretch your budget further by pooling production costs and creating a year's worth of ads in one go!

How can challenger brands position themselves for profitable growth?

How can you build a big brand on a small budget?

How can you get the impact of a TV campaign for a fraction of the cost?

What’s the biggest mistake small companies make with their marketing?

A board level strategist for Fortune 10s, startups and nonprofits, Faisal Siddiqui is on a mission to make brand marketing more accountable and effective for all.

A specialist in developing positioning strategies that perform he has over a decade of experience leading large-scale engagements in over 15 countries around the world.

Faisal’s clients include Royal Dutch Shell, ABB Formula E Racing, Waze, Al Jazeera Media Network, Turkish Airlines, Addiko, Samsung, Anglo American, Orange France-Telecom and Mubadala, the sovereign wealth fund of the UAE.

Providing a global perspective on brand building, he has co-authored white papers with David Aaker, guest lectured on brand strategy at York University and has been quoted in the BBC, Marketing Magazine and American Marketplace, among others.

Website: https://creativebusinesscompany.com/

Twitter: @faisaldontbunt

LinkedIn: https://www.linkedin.com/in/faisal siddiqui/

Welcome to another inspiring episode of The Jonny Ross Fractional CMO podcast! In this episode, Jonny Ross sits down with Sandy Domingos-Shipley, a renowned business strategist and author of the enlightening book "How to Build a World-Class Business One Brick at a Time."

With over 20 years of experience, Sandy shares her journey from Canada to the UK, her career development, and the valuable insights she has gathered along the way. Discover actionable strategies on customer focus, leadership, efficient business processes, and effective marketing that you can implement to elevate your business.

In This Episode, You Will Learn:

• Customer Focus:
• Why aligning your business strategy with customer needs is crucial.
• Practical steps to embed a customer-centric culture in your business.
• Leadership:
• Strategies for creating effective leadership within an organization.
• The importance of setting realistic and measurable goals.
• Marketing Strategy:
• Key elements of an effective marketing strategy.
• The role of market research and SMART goals in targeting the right audience.
• Building Strategic Partnerships:
• How to form and nurture partnerships that enhance your business reach.
• Real-life examples of successful collaborations.
• Technology and Automation:
• Leveraging technology to streamline operations.
• The benefits and challenges of implementing marketing automation.

Quotes from the Episode:

• "Aligning your business strategies with customer needs is crucial for sustainable growth." – Sandy Domingos-Shipley
• "Effective leadership sets the direction and inspires the entire team to achieve business goals." – Sandy Domingos-Shipley

Listen and Be Inspired:

• Learn how Sandy's innovative use of Post-it notes evolved into the structure of her book.
• Understand the importance of storytelling in change management and marketing.
• Hear about Sandy’s dyslexia diagnosis and how it influenced her career and parenting approach.

Key Takeaways:

1. Focus on Top Priorities: Identify and concentrate on the top three areas that need attention in your business.
2. Employee Engagement: Collaborate with your staff and bring them along in the journey.
3. Self-Reflection: Regularly assess your leadership style and its impact on your team.
4. Effective Communication: Understand the diverse ways people process information and adapt your communication accordingly.

Upcoming Projects:

Sandy is planning to offer workshops to help businesses implement the principles from her book. These hands-on sessions will provide personalised guidance and practical solutions.

Where to Find the Book:

• Purchase on any Amazon platform.
• For a signed copy, visit Sandy's website. https://www.thesystemslink.com/

Links and Resources:

• Sandy Domingos-Shipley's Book: How to Build a World-Class Business One Brick at a Time
• Jonny Ross’s Website: https://jonnyross.com
• Connect with Jonny on LinkedIn: https://www.linkedin.com/in/jonnyross/
• Follow Jonny on Twitter:

This is the ’90-Day Website Mastery Podcast’, a fun and action packed series about feeling proud of your website again!

Hosted by Jonny Ross and Pascal Fintoni who will share decades of experience in website design and management to transform your website into an online destination your customers will talk about.

Tune in for actionable tips, practical advice and inspiring website stories!

THE SEGMENTS:

You ask, we answer

One question submitted by the community or researched online (i.e. google instant, Answer The Public) and answered by Pascal and Jonny:

I have seen adverts for AI websites that can be built in minutes. But how long does it really take to build a website?

Jonny and Pascal will look into the temptation of creating websites faster with AI-powered solutions, but is it better?

Website Stories

One article, or podcast, video, infographic, etc. reviewed by Jonny and Pascal who share their reactions and lessons:

For this episode, we have chosen an infographic from Giraffe Social Media and reviewed by Mark Walker-Ford for Social Media Today:

https://www.socialmediatoday.com/news/22-content-create-reach-audience-infographic/652639/

22 Types of Content You Should Create to Reach Your Audience [Infographic]

The team from Giraffe Social Media shared their content tips in this infographic.

They break things down as follows:

• Awareness stage (Blog posts, infographics, podcasts, ebooks, cheatsheets, whitepapers.)
• Consideration stage (case studies, demo videos, quizzes, product webinars, whitepapers.)
• Decision stage (Free trials, live demos, consultations, coupons, testimonials, comparison sheets.)
• Retention stage (Ongoing support, online chat, coupons, loyalty rewards, email follow-ups.)

The Website Engine Room

Two apps, software solutions or kit (one each) that can make life easier as a website manager and website content creator:

Pascal Fintoni: Post Genius https://www.postgeniusapp.com/ use lateral thinking and use this app to create a selection of testimonials to send your customers for approval 

Jonny Ross: SEOquake https://www.seoquake.com/index.html  is a free plugin that provides you with key SEO metrics, along with other useful tools such as SEO Audit and many others

The Website Call To Action

The ONE change or adjustment that you should be making to your website right now:

Jonny Ross: Time to update your photos, the power of a new photo shoot is immense!

Pascal Fintoni: Time for a mid-year review of your case studies and testimonials, look back at completed projects over the past 6 months and compile a list of stories to produce over the coming weeks.

We will be back with another podcast episode, in the meantime feel free to send your questions, share your preferred app and links to your website once you have made the changes we spoke about, we would love to give you a shout...