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Personal Blog of Michael Erickson Facchin. Founder adbadger.com & searchscientists.com
I had an amazing external hard drive. I bought it in college. In college, you torrent everything and anything. 1TB in 2007 was a big deal. I was rolling in data. Photos, movies, music, everything – I was riding high.
That hard drive died on me a few years ago. I vowed to never again use a single point of failure external hard drive.
I had discovered DropBox in college too, and it was wonderful. I bought my 1TB on DropBox.
The frustrating thing: “Ugh, this is taking up so much space on my physical computer’s hard drive…I have to constantly select or deselect what I want to sync!”
Enter: Google File Stream.
When I introduce people to Google File Stream, they don’t understand. They’ve used Google Drive, or DropBox and the immediate difference isn’t clear.
Google’s own marketing is confusing.
After being frustrated explaining Google File Stream to people, I’ll now direct them here.
Join me, friends, to the best file & backup systems out there.
No more selective sync.
No more worrying about your cloud storage taking up space on your physical hard drive.
No more agony over anticipating your file needs, and then ticking boxes in an interface to use your files on your computer.
Those days are over.
You can view the entire cloud storage as if they are on your computer without taking up any space.
You no longer need to spend time downloading large files, editing them offline on your computer, and then re-upload to a web interface. Those days are done.
Want to buy 1TB, 5TB, UNLIMITED storage in the cloud? Great.
Want to use the files?
The old way meant picking what files you want to interact with on you computer, and ensuring you are hammering on selective sync.
With File Stream, the files take up no space on your computer. Which means, you can move through your files AS IF they were on your computer WITHOUT them taking up hard drive space.
File Stream downloads the files on your computer, when you click on them.
It’s fast. Here is a gif of me pulling up Episode 34 of the AMZPPC Den Podcast. This file is not on my computer. It takes up no space. It’s streaming. There is almost no delay. You can see it buffer when I move to a new time.
I run on Google Drive. The ability to have access to over 500GB of files at an instant, without it taking up any space on my hard drive, on any computer, in a native Mac interface as opposed to web interface requiring me to download files and then upload after I’m done manipulating – is amazing.
My Review & Biggest Takeaway:
I get a lot of #linkbuilding requests on our sites. 99.9% of the cold emails I get are really bad. This is probably the best cold email request for link building I have ever received. #SEO pic.twitter.com/lLZUXzxcJr
— Michael Erickson (@Michael_EF8000) December 29, 2018
I’m already a Rand Fishkin fan. I started this book after watching dozens of Whiteboard Fridays over the years. He was an inspiration in helping me find my own voice when it came to speaking. I regularly recommend this post on speaking.
So when I found out he wrote a detailed, full length book – I immediately grabbed the audiobook.
This is probably my favorite business book of 2018. It’s fun, insightful, and the storytelling is amazing. There were moments where I teared up, and moments where I was inspired. As someone who also worried about money, who battled with depression/anxiety, who also loves the craft of online marketing, who also tries to do business “the right way”, and who also has a service & SaaS in the industry (mine is PPC, and his is SEO) – this book is near & dear to my heart. You might not have million dollar breakthroughs (although you very well may…), but you will definitely be a bit more inspired to be a better entrepreneur.
I gave Lost & Founder 5 stars on GoodReads.
My book notes are by no means a comprehensive summary. They are often dictated and captured by my cellphone.
Today is April 21st. It’s a Saturday. It’s raining here in Austin, so instead of continuing the battle against the bamboo in my backyard (proof), I’m cozied up inside looking at Moz’s Youtube Channel. I half-started this process just to see how their Whiteboard Fridays were carrying on without Rand Fishkin.
While it wasn’t Rand, I did find a great piece of content.
…and I’m happy I saw it.
The video is incredibly relevant as we scale up content marketing at my companies, and can benefit almost every business creating content.
Over the next month, we’ll be testing this strategy, and sharing the results here.
Problem: Most people who would be interested in your content, won’t see it organically – on Google, or email, or social.
Solution: Use paid social for content promotion.
Potential ROI: Expand cookie-list, expand engagement audience, expand email list, grow readership.
Over the next several weeks, Jack (the content marketer at Ad Badger), will put this theory to the test to see if it’s worth it.
That’s all good, and I’ve got some initial thoughts:
Compared to the organic video:
28 likes vs. nine likes. It’s a smart assumption that talking-head video paid social promotion will have higher engagement (and thus cheaper CPC’s) than just a simple image.
So there is a good theory going that paid content promotion on social is a great amplifier to get your content read & watched. But what’s the actual business impact of this?
Over the next few weeks, here’s what I’ll be working on:
I want to measure to see if paid content promotion leads to a cost-effective way to acquire new top of funnel (TOFU) leads to our Amazon PPC Software Ad Badger.
I am also well aware (as my friend & Search Scientists client will attest to [Eric Bandholz from Beardbrand], of the immense power of brand lift. Becoming the authoritative source of Amazon PPC information, tips & strategy is precisely what Ad Badger aspires to be. More people will be exposed to your brand, and when it comes time for them to seek additional information or make a buying decision, forming that relationship at the top of the funnel is what great companies do. How do you measure brand lift? For this experiment, we’ll be looking at branded searches & follows on social.
This won’t be a perfect experiment. I’m well aware that other activities will influence leads & brand awareness. To help isolate the data and form our experiment, I’ll be reaching out to Kane from that Moz video to get some additional insight into the strategy.
Sounds interesting- please shoot me an email – kane at contentharmony
— Kane Jamison ” /> (@KaneJamison) April 22, 2018
-May 20th, 2018
This has been slow to start.
First, I decided to unify Search Scientists & Ad Badger marketing processes. Originally I thought we’d only be doing paid content promotion with one company, it makes sense to expand it out to both.
I was experimenting with uploading a native video to Linkedin discussing content. A few notes:
Here is the post:
In addition to 28 likes & 11 comments (which is well over the average engagement for me), here are the full stats.
This content repurposing led to an extra 1,412 views on me & my content.
The engagement in comments, new follows, new messages led to a few meetings I’m excited about to talk about Amazon PPC. Personal branding win.
Could I pay to promote this? Unfortunately not with my personal account on Linkedin. I spent years curating a list of almost 5,000 connections.
All their paid ad video offerings need to be run through a company page. It’s something to experiment with. I know this post started as a test for paid social content promotion, we landed on an organic technique that I couldn’t pass up.
Foundational Learning: I will continue to upload videos through my personal Linkedin. Averaging 10 videos a month at 1,500 views would yield an extra 15,000 views on my content – for free.
This video helped turn our “AdWords vs Amazon PPC” post to our most popular blog post (and infographic) of the last 30 days. It also ranks number 1 for “AdWords vs Amazon PPC”.
Ad Badger Youtube Promotion. On Youtube, I decided to run a video ad that was less-personal more “Official Video”. I also only ran it to a retargeting list only.
Not very exciting. Stats:
Learnings for next time:
Foundational Learning: Spending a few dollars a day on retargeting video views as an authority builder is part of our mission to become a trusted source in the Amazon PPC space, so it’s something we’ll continue to invest in.
On Facebook, we went with a very similar approach. We targeted all previous visitors and optimized for video views.
The video ad:
We ended up with 97 10-second views for 13 bucks.
“Today, one of the best skills an entrepreneur or marketer can have is talking directly into their phone or webcam.” That’s a quote from a good friend who runs the terrific podcast Austin Brawner of Ecommerce Influence.
Proving his point – the organic videos I’ve been posting on Linkedin got more engagement than the YouTube or FB Ad videos we paid to promote.
Marketing on social is and should be a social experience.
For future posts it might be more effective (more reach & engagement) to record a short 1 minute talking-head video, as opposed to sharing the post itself.
Consistently spending thousands of dollars every month of paid content promotion – for the purposes of promotion, not lead generation – is a tough sell. I want to be more intentional about it.
Using a very basic optimization principle, we can identify the specific posts that are worth being promoted.