Eric Shanfelt - Podcast Details

Shows

Disability Daily PodcastJanuary 6: Tom LuckeyTranscript Happy Birthday to quadriplegic American architect and sculptor Tom Luckey! ---- Hello and welcome to the Disability Daily Podcast! I’m your host, Katie, and over the past couple years, I’ve worked on a 365-day calendar that recognizes different folks and key moments in disability history each day of the year. I’m turning this into a quick daily podcast, and I’m excited to share this with you! If you’re committed to learning more about disability and accessibility, please subscribe to the podcast on Podbean, Apple Podcasts, or Spotify...2025-01-0704 min

High Value PublishingTwo Ways to Grow Your Digital Audience with Meta AdsIf implemented properly, Meta Ads can be a cost-effective way for a publisher to drive website traffic and grow their email list.In this High Value Publishing session, Eric Shanfelt is joined by digital industry legend, Dennis Yu. Dennis is the CTO and co-founder of BlitzMetrics and a former search engine engineer. He's managed billions of dollars with Meta ad campaigns.Eric and Dennis show two different, cost-effective, ad campaigns for publishers: one to drive website traffic and another to rapidly build email lists. They show how each campaign is built, what they looked like...2024-05-0256 min

High Value PublishingHow to Use Google Postmaster ToolsAs publishers, our email reputation and deliverability is critical. Google Postmaster Tools is a free tool that any publisher can use to see how well they are doing at delivering email to Gmail and Google Workspace users. Think of it like Google Search Console, but for email. It provides insights into email performance, sender reputation, and potential deliverability issues. Google Postmaster Tools provides insight into your:Spam RateIP ReputationDomain ReputationFeedback Loop (FBL)Email Authentication (DKIM, SPF, DMARC)Email Encryption (TLS)Delivery ErrorsLearn more at https://nearviewmedia.com/2024-02-0116 min

High Value PublishingWhat's Ahead for Media Companies in 2024In this week's session of High Value Publishing, we're shifting focus from our usual digital strategies to reflect on what lies ahead for media companies in 2024 including:The enforcement of stronger email authentication by Google and Yahoo.The removal of third-party cookies, particularly in Google Chrome.The integration of Artificial Intelligence into search engines.Google's focus on EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) for search rankings.The need for publishers to differentiate their advertising offerings from competitors and programmatic offerings.The importance of excellence in fundamental operations like website, email, social media and subscriptions.Learn more at...2024-01-2515 min

High Value Publishing7 Biggest Mistakes When Selling Digital AdvertisingEric Shanfelt and ad sales expert, Ryan Dohrn, show publishers how to avoid the 7 biggest mistakes sellers make when selling digital advertising.The Wrong Products for the Wrong ClientToo Many Products to SellFaking ItThe Danger of Value AddGiving Too Many DetailsNot Closing the Loop with the ClientSelling Magic Instead of MarketingLearn more at https://nearviewmedia.com/2024-01-1133 min

High Value PublishingHow to Create an AI Generated PodcastFor publishers, a podcast can be more than just an audio format. It can be a convenient way for readers to discover and follow your content, it can drive people back to your website, and eventually it can be a new revenue stream once you reach some scale.But producing daily or weekly podcast episodes can be resource-intensive and expensive. This is where the concept of a fully AI-generated podcast comes in. By creatively combining a couple of artificial intelligence tools, it's easy to create a daily or weekly audio podcast summary of all your recently published...2023-10-1115 min

High Value PublishingSimplify Your Advertising Model to Drive More RevenueIn this High Value Publishing session, we'll discuss strategies for publishers to simplify their digital advertising models in order to drive more revenue, including:Consolidating underperforming ad products.Limiting inventory / controlling supply and demand.Delivering differentiated value to advertisers.Having larger ad placements but fewer of them.Properly pricing products based on value delivered.You'll see examples for simplifying website, email newsletter, social media, and programmatic advertising offerings. Publishers who modify their ad models in this way can significantly increase digital revenue within 12 months, even if they already have solid sales performance.Learn more at...2023-09-1333 min

High Value PublishingSmartNews: What Publishers Need to KnowSmartNews is a rapidly growing news aggregator rivaling Google News and Apple News in usage. As such it can be an important part of an overall content distribution strategy for publishers.But publishers need to go in with their eyes wide open before agreeing to work with SmartNews.In this High Value Publishing session, Eric Shanfelt shows publishers how SmartNews pitches themselves to publishers, but how publisher content is used primarily to benefit SmartNews itself.You'll see how their "SmartFormat" prioritizes SmartNews revenue while giving publishers non-favorable positions for their own monetization and...2023-09-0623 min

High Value PublishingFix Your Email Newsletter Subject and Preheader TextEmail newsletter subject lines and preheader text play a pivotal role in increasing newsletter open rates and, in turn, ad impressions, website traffic, and overall engagement with your audience.Despite their importance, many publishers fail to utilize the subject line and preheader text effectively. Common mistakes include overly long subject lines, irrelevant or missing preheader text, and the inclusion of unnecessary elements such as 'view in browser' links.In this High Value Publishing Session, Eric Shanfelt covers tactics to improve your email subject lines and preheader text, thus improving overall email performance. Tactics include using...2023-08-3024 min

High Value PublishingIs Google a Publisher Friend or Enemy #1?Is Google good or bad for publishers? A Department of Justice antitrust lawsuit against Google is bringing this question to the forefront.In this High Value Publishing session, Eric Shanfelt and his guest, Kenny Katzgrau of Broadstreet Ads, delve into the implications of the lawsuit and how publishers should best interact with Google. The conversation stems from a recent subpoena request by Google and the Department of Justice concerning ad tech, triggering reflections on Google's position as either a friend or foe to publishers.Google has a growing presence in the publishing industry not only...2023-08-1430 min

High Value PublishingHow Publishers Can Make 6-Digit Revenue with DonationsWould you like to develop a 6-digit reader revenue stream without launching a paywall? If so, look no further than The Berkshire Edge, a small, regional publication in Massachusetts.A couple of years ago, The Berkshire Edge launched an online membership that was donation only ... no paywall. They now have over 1,600 members approaching $120,000 per year in donation revenue.David Walsh with Web Publisher PRO joins Eric Shanfelt in today's High Value Publishing session to talk about the The Berkshire Edge's donation model.Together, they will show you how they launched it, how to position...2022-10-2035 min

High Value PublishingYour Direct Traffic in Google Analytics Is Wrong ... Here's How To Fix ItDid you know that Google Analytics is misleading you?If you look at analytics regularly, you see a lot of web traffic coming from the Direct source.Most publishers think this represents people who directly type in their website URL. But it doesn't.Up to 90% of "direct" traffic is actually "unknown". Google Analytics doesn't know the actual source, so it classifies unknown as direct traffic.This misleads us into thinking our audiences are more loyal than they actually are, and hides how effective our social media, Google News, and email programs are.2022-10-0629 min

High Value PublishingGoogle Search Console for PublishersGoogle Search Console is the key to understanding how Google sees your website and how get more traffic from search.However, it is amazing how many publishers don't have Google Search Console set up, don't know how to use it, or don't use it regularly.Let's change that! Learn how Google Search Console works and how you can use it to improve our visibility in search and grow your website traffic.Learn more at https://nearviewmedia.com/2022-09-2234 min

High Value PublishingHow to Sell Cobranded Social Media AdvertisingCobranded social media ads are a strong, 6-digit revenue stream that most publishers haven't tapped into yet. It's not difficult to implement and you only need a few social media followers to do it.With cobranded social media, you sell advertisers the ability to reach your audience through your Facebook, Instagram or LinkedIn accounts. This gives you a unique selling proposition that no advertiser or agency can do on their own. And your inventory is virtually unlimited.This week's podcast, Eric Shanfelt shows you how cobranded social media ads work, how to set them up...2022-08-2535 min

High Value PublishingWhy Email Isn't Good Enough for Publishers AnymoreGone are the days of utilizing our email deployment system solely as a distribution platform. To stay competitive as media companies, we must incorporate muti-channel communication (broadcast email, automated 1:1 emails, text messages, website messages, chat, snail mail and more) ... and our email systems must aggregate reader data and handle marketing automation. Using automations to trigger activities and tasks to improve response time and decrease people time to manage.Watch as Eric talks through the various features and how they all fit together, even pointing to some of the systems that will work best for publishers / media companies.2022-07-2831 min

High Value PublishingTop 5 Digital Ad Mistake Publishers MakeAs publishers look for answers to declining digital media sales, the answer is sometimes not found in what they are selling but how they are going about selling it.During this session we talk about some of the most common mistakes publishers make in their approach to selling digital media. From trying to sell too many programs, using digital programs as incentives, to losing the energy and excitement following a new program launch. All are simple changes publications can make to start regaining traction with their digital media sales.Learn more at https://nearviewmedia.com/2022-07-1532 min

High Value PublishingFix My Website: Los Angeles MagazineWatch as we take an in-depth analysis – on-the-fly – at the website of Los Angeles Magazine, a consumer city magazine. We'll identify what they're doing well and what they could improve upon.In the analysis, we'll look at the design of the site to see how effective it is for content, advertising and audience development ... both for desktop and mobile devices. We'll also do some search engine optimization (SEO) analysis of the site and look at other technical factors as well.You'll walk away with some insights that you can apply to your own publication website.2022-06-3045 min

High Value PublishingFacebook Business Manager: The Right Way for Publishers to Set It UpIn this High Value Publishing session, we’ll go over the right way for publishers to set up Facebook Business Manager and how it relates to the new Meta Business Suite.To be honest, most publishers haven’t set up Facebook Business Manager properly and it’s hurting their business. And some publishers don’t even have a business manager account.In this session you’ll learnWhy you should still use Facebook Business Manager instead of Meta Business Suite.How to switch between business manager and business suite.How to manage users and why you sh...2022-06-1735 min

High Value PublishingImprove Your Sponsored Emails with This Simple TemplateSponsored emails are a big revenue generator for publishers. But the creative advertisers send us are usually horrible.From single big images, to ultra complex HTML emails, advertisers and agencies often send creatives that:Don’t work on mobile devices.Aren’t compatible with popular email clients.Don’t solicit the kind of response that they should.In this High Value Publishing session, I’ll show you a simple sponsored email template you can quickly implement to solve all of these problems.Not only will it make your life easier, but it will mak...2022-05-1924 min

High Value PublishingSwitch Now To Google Analytics 4On July 1, 2023, Google will replace the current version of Google Analytics (also called Universal Analytics) with Google Analytics 4 (GA4). But I'm counseling all publishers to implement GA4 by July 1 of this year.In just over a year from now, Google will no longer feed data from our websites into the current Google Universal Analytics And they will not bring over any data from the old Google Analytics into Google Analytics 4.To see any trends or annual growth, you need at least a year's worth of historical data when Google shuts down...2022-05-0524 min

High Value PublishingSuccessful Paywall Strategies for PublishersAre you considering a paywall or registration wall for your website? Are you having problems getting the kind of results you want from your paywall / regwall?My guest during this High Value Publishing session is Peter Ericson, founder of Leaky Paywall and host of the Paywall Podcast. During this session, Peter and I talk about the keys to a successful paywall for publishers, hard versus metered paywalls, and the biggest mistakes we see publishers make when implementing a paywall.We also talk about registration walls for non-paid publications.Learn more at https://nearviewmedia...2022-04-2142 min

High Value PublishingWhy Your Magazine Subscription Form Sucks and How to Fix ItAs publishers, all of us want more subscribers while cutting the cost of subscriber acquisition. But our own subscription forms are often our biggest problem!During this session we talk about the 7 biggest mistakes publishers make with their subscription forms. We then look at subscription forms from multiple publications to show you these mistakes and how to fix them.Whether you have a paid or controlled / free subscription model, this is a session you don't want to miss.Subscription Form MistakesOrder forms with no sales copy / benefits.Too many screens to...2022-03-3147 min

High Value PublishingYour Advertisers' Bad Ad Campaign Alignment Is Hurting YouAdvertisers often have poor campaign alignment. The objective of the campaign doesn't match the creative the advertiser delivers. Or the metrics they use to analyze the success or failure of the campaign doesn't match the objective or creative.As a result, the campaign doesn’t meet expectations and they (or their agency) blame you, the publisher. They pull their campaign and instead divert money to Google, Facebook, or other programmatic ad networks.Do you want to sell more digital advertising? Then be sure you work with your advertisers / agencies to set the proper alignment of go...2022-03-2440 min

High Value PublishingQ&A with Industry Dive CEO, Sean GriffeyIn just a few short years, Sean Griffey and his team at Industry Dive have built an impressive B2B media company. But even if you're not in B2B, there is a lot that ANY media company can learn from their approach and success.As a digital media company built from scratch, Industry Dive currently serves 23 industries with 53 email newsletters. They have over 2.5 million email subscribers and last year did over $100 million in revenue at a 30% EBITDA margin.During this session, Sean and I talk about:How Industry Dive got started.How email...2022-03-1740 min

High Value Publishing7 Critical Email Tips for PublishersEmail is the lifeblood for media companies. It's a revenue stream in its own right, but also drives web traffic, live and online event registration, and is the most effective channel for generating new subscriptions for paid, free, and controlled publications.But I still see media companies make mistakes that hurt their deliverability, open rates and thus, revenue. I want to share some critical email tips for publishers to address the mistakes that I see most often.In this session you'll learn how to:Monitor your email reputation to ensure deliverability.Check everything 2022-03-0339 min

High Value PublishingHow to Launch Audience Extension AdvertisingWith audience extension advertising you buy digital ad inventory from programmatic partners, remarket to your audience as they visit select websites, and then resell that inventory through your own ad system.Some publishers already resell programmatic display advertising through 3rd party networks in order to supplement their owned media. However, this can create problems:There's a different sales process for programmatic ads that can be complicated.You use a different system to place the ads instead of your website ad server.Reporting comes from a different system instead of your own ad server.It's difficult to...2022-02-2423 min

High Value PublishingSEO for Publishers 101: How to Get More Traffic from SearchWhen it comes to SEO for publishers, most of us still have a lot of room for improvement. Sure, we have some big advantages over other types of companies. We have a TON of content that often ranks well for unique search terms. And we get a lot of traffic and inbound links organically because we regularly create good content for our market niche.But very few publishers take a methodical approach to search engine optimization. SEO is about building your publication's authority and trust in the eyes of your readers and Google. There are, o...2022-02-1743 min

High Value PublishingHow to Move from Print-First to Digital-First Publishing to Stay CompetitiveDespite wanting to be digital-first, most publishers are still stuck in a print-first publishing model. Our editorial calendars and workflows revolve around print production cycles. We may talk a good digital game, but if we take an honest look at ourselves, our web, email, social and other channels are too often afterthoughts or subservient to the print product.For most publishers, print is the hub and everything else is a spoke.But when I consult with media companies, I have one sure way to know if they have embraced digital and become a true multimedia...2022-02-1026 min

High Value PublishingWant to Grow Magazine Revenue? Get Rid of the Frequency Rate CardWhy do some publishers still sell advertising the old way with print-frequency rate card discounts? As modern media companies, we sell print, web, email, events, data and more. But one look at most magazine media kits and it’s obvious we’re still stuck in a print-only mentality that only rewards advertisers when they increase their frequency in print.Our goal isn't to sell more print. Our goal is to get advertisers to spend more money with us regardless of which media they choose. So let’s stop perpetuating a sales model that no longer works, abandon the ol...2022-02-0327 min

High Value PublishingHow to Set Up Google Publisher Center, News and DiscoverIf you’re a magazine or newspaper publisher of any kind, you need to have a Google Publisher Center (GPC) account. GPC is the key to getting your content more easily found on Google news “surfaces” like Google News, Google News on Search and even Google Discover.For some publications, these Google news surfaces can generate nearly as much traffic as regular Google search, so it’s critical that you set up GPC properly for your publication.In this session, Eric shows you:How the entire Google News ecosystem worksHow to create a Google Publishe...2022-01-2730 min

High Value PublishingBe Careful with Your Publication's RSS FeedBelieve it or not, RSS feeds are still a thing. In fact, it's the primary way that news aggregators like Google News and others are notified about new content on your website. But if you don't manage them well, you can hurt your publication.RSS stands for Really Simple Syndication (or RTF Site Summary if you're really geeky). It's a way for your website to tell other services about new content on your site as you publish it, and to give them access to that content.Unfortunately, most publishers haven't looked at the R...2022-01-2014 min

High Value PublishingBuilding a Digital Media PowerhouseWelcome to the first High Value Publishing Q&A session.The goal of these weekly sessions is to help magazine publishers and media companies grow their audiences, drive revenue, and improve their digital platforms.We’ll cover revenue, audience and technology tactics including advertising, programmatic, SEO, social media, email, controlled and paid subscriptions, ecommerce, analytics, content distribution, and much more.Whether you publish an enthusiast / hobby magazine, a B2B trade magazine / association journal, a regional consumer / business magazine, or a local newspaper, each session will have something that you can immediately apply to...2022-01-1328 min

Local Marketing Institute PodcastGoogle and Facebook Local Advertising Q&A SessionFacebook and Google local advertising expert, Navah Hopkins, joins Eric Shanfelt, Jason Brown and Ben Fisher to answer questions about local targeted Google ads, local services ads, Facebook ads and much more.For links from today's session - https://localmarketinginstitute.comGet our email updates – https://localmarketinginstitute.com Attend our live Q&A sessions – https://localmarketinginstitute.com/qaJoin our Facebook group – https://localmarketinginstitute.com/groupSubscribe to our podcast – https://localmarketinginstitute.com/podcast This Week's Topics and QuestionsUpdate on changes coming when 3rd party cookies go away.Cha...2021-03-0958 min

Local Marketing Institute Podcast360 Virtual Tours, Street View, and Optimizing Photos for Local BusinessesIn this session, learn how to create and use virtual tours for your local business. Google Trusted Photographer, Joe Danzer, joins Eric Shanfelt, Jason Brown and Ben Fisher for this deep-dive into Street View, virtual tours and optimizing photos for use in Google My Business, websites and social media.Links mentioned in this video – https://localmarketinginstitute.com Get our email updates – https://localmarketinginstitute.com Attend our live Q&A sessions – https://localmarketinginstitute.com/qaJoin our Facebook group – https://localmarketinginstitute.com/groupSubscribe to our podcast – https://localmarketinginstitute.com/podcast This Week...2021-03-0257 min

Local Marketing Institute PodcastMeasuring Local Digital Footprint, Voice Search, Coworking, Apple Maps and MoreThis week’s guest is Cindy Krum, CEO of MobileMoxie. Cindy shows us how a local business should measure their entire digital footprint, not just their website and GMB listing. Your digital footprint can also include ads, social media posts, YouTube videos and much more. We get a sneak peak at how her tool can help track the entire digital footprint of a business. There’s also an unplanned, guest appearance by Tom Waddington talking about Local Service Ads.Get our email updates – https://localmarketinginstitute.comLive Office Hours sessions - https://localmarketinginstitute.com/office-hoursJoin o...2021-02-0956 min

Local Marketing Institute PodcastFlagging GMB Reviews, Facebook Pages, Core Web Vitals and MoreThis week's guest is Barry Schwartz, Founder of Search Engine Roundtable, contributing editor for Search Engine Land and CEO of Rusty Brick. Barry is an icon in local search / SEO and joins Ben Fisher, Jason Brown and me to answer digital marketing questions for local businesses.Get our email updates – https://localmarketinginstitute.comLive Office Hours sessions - https://localmarketinginstitute.com/office-hoursJoin our Facebook group – https://localmarketinginstitute.com/groupSubscribe to our podcast – https://localmarketinginstitute.com/podcast QUESTIONS COVERED IN THIS WEEK'S SESSIONNew Google search results layoutNew proces...2021-01-2655 min

Local Marketing Institute PodcastInbound Links, Press Release Services, Home-Based BusinessesThis week, Craig Mount of Classy Brain joins us to talk about inbound link strategies he’s doing for local businesses using public relations / PR. You’ll be surprised when you hear the strategy … it’s not about helping your business rank better in local search!Get our email updates – https://localmarketinginstitute.comLive Office Hours sessions - https://localmarketinginstitute.com/office-hoursJoin our Facebook group – https://localmarketinginstitute.com/groupSubscribe to our podcast – https://localmarketinginstitute.com/podcast Other Questions from This WeekShould you use a press release service to get inbound links to your local business?How do...2021-01-1953 min

Local Marketing Institute PodcastMarketing Your Local Business Beyond COVID-19When it comes to marketing, what is the “new normal” for local retailers and in-home service providers?Local marketing experts, Neal Polachek and Greg Sterling, join Eric Shanfelt to share perspectives and concrete examples of how local businesses need to modify operating practices and customer communications in the coming weeks and months.Neal and Greg have deep experience as analysts and advisors to companies large and small in local markets.You’ll learn:Best practices for customer communicationNew business models … and some great pivotsNew best operating practicesHow work-from-home will change for you and your...2020-05-2759 min

Local Marketing Institute PodcastEcommerce 101 for Local BusinessesIn this session, Eric Shanfelt, Founder of Local Marketing Institute shows local businesses how to get started with ecommerce and how to market their products for sale on a variety of platforms.You’ll learn how to:Get your ecommerce system to interact with your POS system.Integrate with Google Merchant Center.Showcase products in your Google My Business listing.Get your products into Google Shopping via “Surfaces Across Google”.Connect your ecommerce to Google Shopping Ads.Set up product catalogs in Facebook Business ManagerUse Facebook product ads.Sell products via a Facebook Store.Integrate with Amazon...2020-05-2056 min

Local Marketing Institute PodcastHow to Optimize for Local Voice SearchVoice search optimization really is a big issue for local businesses. Whether it's Amazon Alexa, Apple Siri, Google Assistant or even Microsoft Cortana, voice search is widely used on mobile phones, smart speakers and other devices.But local voice search isn't just about people searching for new businesses to work with. It's also about helping existing customers looking for directions, phone numbers, opening hours and more.Optimizing for voice search doesn't have to be complicated, but you do need to understand how it works.In this session Eric Shanfelt, Founder of Local Marketing...2020-04-1442 min

Built to StayBuild where your customers are: Local Marketing Institute's Eric Shanfelt Eric Shanfelt left his corporate gig to start Local Marketing Institute. He was tired of seeing bad, scammy, and dangerous advice for small businesses and local marketers. Today he chats with Bart Bradshaw about the best marketing practices and his personal journey. Check out builttostay.com for more info.2020-03-1846 min