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When you think about marketing through Google, your first thought is likely going to Google search or Google display network ads.
A combination of search and display ads can do wonders for attracting prospective clients to your business, driving awareness in relevant industries, or re-engaging with valuable customers.
But those two don’t have to be the only contributors to your Google advertising strategy.
There’s an underrated player in the realm of display advertising – and it’s time you paid attention to it.
YouTube is a part of the Google display network and is the largest video platform in the world. That’s a lot of eyes on your content.
How big is it, really?
Well, 16.3 million Aussies spend just over 25 hours every month on the platform.
<h4>So, why should you consider it?</h4>
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1. It’s tailored to each viewer
Video platforms and the way audiences watch video has changed dramatically in the last 20 years. We’ve gone from watching traditional prescheduled tv spots to our own individual programming, tailored by our searches, the content we consume and our subscriptions.
Watching YouTube is a very personal experience. You will happily dive down the deepest rabbit holes on the most obscure subject matter on YouTube, purely because it interests you, and you alone. Frankly, to have a friend or colleague dig through your YouTube sub feed can feel like a violation of your privacy.
But how does this impact your marketing success? Well, people are far more likely to respond to content that speaks directly to them.
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2. You pay for engagement
Pay per click advertising is built around the user’s response. If no one responds to your ad, you don’t pay, simple.
On Google you pay for an action taken, for someone deciding that what you’re offering is worth them investigating further.
YouTube ads are built no different.
With your typical discovery banner ad or video in-stream ad that plays before, during or after the users selected video, you only pay for a click through to your website, or if they viewed past 30 seconds.
This is ideal because you can structure your creative around these parameters so that every dollar you spend is on someone who is genuinely interested in what you offer.
For example, with an instream ad you try to qualify the user at the very start at of the video, by being direct about who the ad is made. That way, the person viewing can decide to skip if they aren’t your target audience (and you don’t pay a cent).
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3. It’s just like primetime TV
You don’t have to pay a premium to get the prime spot in between people’s favourite shows on televisions anymore.
With the rise of the YouTube app on smart TVs and streaming devices, it is now easier and cheaper than ever to present your product to viewers in the living room.
There’s something to be said about your ad being viewed on TV that gives you a certain level of authority or recognition. Naturally when we see a TV ad we think big/credible business.
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4. Measuring performance and tracking results is a dream
Unlike most traditional advertising media, you can track exactly how much engagement your ad has gotten and how many of those users lead to a sale or lead.
Better yet you can also retarget people who have watched or interacted with your video ads.
This can lead into either very basic or quite in-depth video ad sequences.
One of the more popular video ad sequence strategies among YouTube advertisers is Tease, Amplify &amp; Echo.
First, tease your audience with short and sweet ads that stir up interest but don’t go into too much detail.
You then amplify your message with a more long-form in depth video that can address any concerns or potential questions from your audience.
Using the engagers from the amplify list you then use short call to action video ads that echo your message and remind them to act.
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5. You don’t need big media budgets to make an impact
Many people believe to make it on YouTube you need to have some grandiose video production akin to that on tv. This is not the case.
The content people view on YouTube is incredibly varied in quality.
You can go from watching silly dog videos filmed on a 6th generation iPhone to watching Late Night with Jimmy Kimmel in a matter of seconds and not blink an eye.
Ads on YouTube can easily blend in with the content being viewed as there really isn’t a set standard like there is with traditional TV ads.
So long as your message is clear and your targeting is on point, you can go far with simple videos on YouTube.
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If you feel as though YouTube advertising could be a worthy addition to your marketing arsenal, <a href="https://wp.distl.com.au/contact-us/">get in touch with us today.</a>

Is YouTube Worth It In 2021?

Often, potential clients come to us with a preconceived idea of which services are right for their business. While it’s great to have a few things in mind, it’s important to maintain an open mind.
Often, the services our clients think they need are not the ones that are going to have the greatest effect on their bottom line.
At Distl, we focus on unearthing the nitty-gritty. We home in on all the details that make your business unique, and curate a laser-sharp strategy that’s designed to build a resilient business.
But how do we do it?
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<h2>Our Process</h2>
We’ve seen a lot of change at Distl over the years. One thing that has continued to grow and develop is the way we onboard and meet with new or potential clients.
Rather than go straight from sales meeting through to inception and subsequent strategy, we’ve developed an in-depth approach that allows us to get to know our clients on a deeper level before we dive into work.
Our onboarding process is two-fold:
<ol>
<li>General workshop to understand the client and their industry,</li>
<li>Post research, a second meeting to recommend which services we believe are best suited.</li>
</ol>
This is just one of our many processes that allow us to go further, dig deeper and focus on the bigger picture.
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Recommending Additional Services
We get it &#8211; no one wants to feel “sold to”. But that’s not how we look at it.
When we recommend services, it’s because we’ve noticed an opportunity that could yield some promising results. All services have synergies with one another. We like to educate our clients on any opportunities and allow them to make an informed decision before they proceed. We empower them, not push them.
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Where It Usually Begins &#8211; SEO
Every client can benefit from SEO, because it exists to improve the bottom line performance for any business&#8217; online property. Creating a strong foundation will can prepare your website for other services like Google Ads or Paid Social media campaigns.
That’s why we like to start here.
Your website is your business&#8217; digital storefront. The key difference to Its physical counterpart is that thanks to search engines, it exists on a street with more foot traffic than ever before, but you share it wall to wall with all your toughest competitors. That is why we want to make sure your open sign is always up, and your lights are shining onto the street. Potential customers looking for a service you offer, need to feel enticed to come through your door and motivated to navigate your site to make a transaction; be it in the form of an inquiry or direct purchase.
Good User Experience (UX), clear and informative content, and fast website speed make an enormous difference and keeps Google happy.
Once we have addressed these foundational factors, we are more confident that other channels will be more effective.
So, how can you be sure your website is in good-nick SEO-wise?
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<h2>The Foundation Checklist for SEO</h2>
If you’re currently managing your own website, here’s a quick checklist to help you check your website:
1. Check your website load speed.
Make sure your website loads quickly, we like to see a score of 60+ for mobile and ~90 for desktop. Use Google&#8217;s PageSpeed Insights to see where you can improve: <a href="https://developers.google.com/speed/pagespeed/insights/">https://developers.google.com/speed/pagespeed/insights/</a>.
2. Make sure your Metadata (Titles &amp; Descriptions) are optimised and up to date
Meta data is the sales pitch for each page, using a tool such as SEO Meta in 1 Click will allow you to see whether your site has meta data input and whether it could be improved. Using a WordPress plugin like Yoast (<a href="https://yoast.com/wordpress/plugins/seo/)">https://yoast.com/wordpress/plugins/seo/)</a> can help you take control of your metadata and tell Google which keywords are applicable to your site you want to optimise for.
3. Make sure you have a logical menu structure
Is it clear and easy to navigate? Does it outline your service offering? outlines your service silos?
4. Have a clear and easy to understand URL structure.
Keep it simple and not too long! Let’s take one of Distl’s core services as an example:
Yes: .com.au/services/google-ads/
No: .com.au/our-digital-marketing-services/google-ads-sem-ppc-in-perth-australia/
5. Setup and use Google Analytics &amp; Tag Manager
If you’re not sure how to setup Analytics, here is a useful walkthrough: <a href="https://support.google.com/analytics/answer/1008015?hl=en">https://support.google.com/analytics/answer/1008015?hl=en</a>
Once setup, make sure your goal tracking is setup properly (Calls, Emails, Form Submissions).
Can you clearly identify attribution to your enquiries? (Where have they come from).
Are you physically receiving the same amount of phone calls, emails, or form submissions as your tracking suggests?
6. Setup and use Google Search Console
You can access Google Search Console through the same account you setup Google Analytics with (They’re part of the same suite of tools). Within Search Console, you’ll be able to identify which keywords people are searching to find your website, as well as which pages gain the most traffic.
7. Check your front-end
Look at the visual elements of your website and your copy.
&#8211; Are the engaging? 
&#8211; Is the copy easy to understand? 
&#8211; Have you included call to action buttons?
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<h2>When to bring in PPC / Paid Social / Content</h2>
It can be hard to know when an appropriate time is to start adding on additional services to SEO.
First, let’s quickly breakdown how to view each service:
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SEO
Great for attracting users entering with broader search terms. SEO tends to be a longer game as you’re trying to outrank your competition.
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PPC and Paid Social
This opens the door for us to niche down our targeting. We can target quality, qualified traffic that is further down the customer journey and ready to convert.
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Display Ads and YouTube
Great for raising awareness and nurturing users further down the customer journey if they’re not quite ready to convert.
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Organic Social
Also, an excellent channel to raise awareness. Often the first touchpoint and fantastic for building brand loyalty and engage with your audience.
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EDMs and Automations
Nurture. Nurture. Nurture. Helps to keep you front of mind with your audience when they’re still in the awareness and consideration phase of their buying journey.
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<h2>So, when do we need to bring in another service?</h2>
Well, it depends.
We need to align your business, industry, and current state with the service which will best reach your audience.
Once we’ve completed the foundational SEO checklist, we can start to branch out and investigate which additional services may best suit your business.
What are your short- and long-term goals? Have we either met your short-term goals, or is there still more to be done?
Often, this can come down to budget as well. Do you have the marketing budget to start advertising in new channels such as Google Ads or Paid Social?
Every strategy is different. Every client is different. There is no “one-size fits all” approach. Recommendations are based on what we see will achieve the best results for clients and deliver the most value.
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<h2>What’s next?</h2>
If you’ve been working on your own marketing and hitting roadblocks or worked through our checklist and need help with the next steps of your strategy, <a href="https://wp.distl.com.au/contact-us/">Get in touch with us today</a> and start your digital marketing journey with Distl.

Our Foundational Checklist for SEO

There was a time when team building exercises were perceived as nothing more than a distraction. Many struggled to see the value in taking time out of the working day for seemingly frivolous group activities.
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These days, attitudes have changed. Businesses across all industries are seeing the positive impact of fostering strong relationships in the workplace. From building trust to improving communication, bonding activities can boost productivity, job satisfaction and overall performance.
Here at Distl, we recognise the importance of having a cohesive, united team. In fact, it’s one of the core reasons why we rebranded as an agency back in 2020.
Every year we commit ourselves to one major team building exercise. In the past, we’ve completed a ropes course and battled it out on the paintball field, but this year we decided to tone down the adrenaline in favour of a more introspective approach.
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<h3>Our Team Building Workshop</h3>
We reached out to our long-term client People Solutions to assist us with running a team building workshop. As organisational development consultants, People Solutions offer a range of services that assess and develop the potential in individuals as well as teams.
Our aim was to walk away with a better understanding of ourselves, as well as our fellow team members, to enable us to work together more effectively. To help us gain insight, People Solutions used the Myers-Briggs Type Indicator as the foundation for the workshop.
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The Myers-Briggs Type Indicator
Based on the theories of Carl Jung, the Myers-Briggs Type Indicator (MBTI) is a psychometric assessment that indicates your personality preferences. Created by Katharine Cook Briggs and her daughter Isabel Briggs Myers during WWII, the questionnaire was originally designed to help women enter the industrial workforce.
The MBTI test assesses you across 4 dichotomies to identify how you perceive the world around you and formulate decisions. It provides you with a personality type comprised of 4 letters that reflect your innate preferences and how likely you are to engage in certain behaviours.
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Finding Our Types
There are 16 different personality types that represent varying combinations of the 4 dichotomies. Ahead of the workshop, each member of our team completed the MBTI questionnaire, and on the day, we were given our 4-letter type as well as a supporting interpretative report. Based on our answers to the assessment, we were each able to see where we sat on the scale for each dichotomy.
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Extraversion or Introversion
The first letter in each personality type refers to how you direct and receive energy. People who prefer extraversion draw their energy from the outward world, while introverts prefer to spend time alone in quiet reflection to recharge.
Understanding each other
Our team was divided in two based on who was identified as an “E” for extravert versus an “I” for introvert. The exercise was simple: come up with three questions to ask the other group.
There was a stark contrast between how each personality type handled the assignment. While the extraverts headed outside and nailed their three questions in no time at all, the introverts struggled to voice their ideas. As the extraverts returned to the room and took their seats, the introverts frantically finalised their questions.
The extraverts wanted to know how to improve their communication and be more considerate of their introverted colleagues. After a few moments of silence, the introverts began to speak up and provide guidance to the extraverts.
The questions from the introverts were based on understanding extroverted preferences. Interestingly, the introverts learned their colleagues weren’t as different from them as they originally thought.
As an extravert, our Brand Account Manager Hannah (ENFJ) has now modified her behaviours in meetings following the workshop.
“I learned that introverts are less likely to speak up in meetings if there isn’t a break in the conversation. This is an opportunity for an extravert like me to encourage introverts to participate in conversation more during meetings,” Hannah said.
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Sensing or Intuition
The Sensing (S) or Intuition (N) component of the MBTI personality type relates to how you take in information. Those who lean more heavily towards Sensing are likely to rely on their five senses. They prefer tangible details and concrete facts, finding meaning in what they can see, hear, touch and taste.
On the other side of the spectrum, those with an “N” personality are more trusting of hunches and flashes of insight. They find meaning in the relationships between data, rather than the data itself, tending to look at the bigger picture.
A picture is worth 1000 words
Splitting into our two groups, we were presented with an image for a limited time and had to describe what we observed.
The “S” types made a very clear list of the details they saw in the image, identifying a hand, a rainbow, a ship, and a clock.
Meanwhile, the “N” types described the overall feeling of the image. As there was no logical link between the elements, the Intuitive ones brainstormed their own connections. Was it a dreamscape? Was it an album cover? Was it an artwork composed under the influence of recreational drugs?
It was very clear to see how people responded differently to the stimuli based on their type. Through discussion, it was identified that knowing someone’s type could improve communication and briefing processes.
Brand Account Manager Katie (ENFP) discovered how people with a Sensing preference see the world differently.
“I found it so interesting how the Sensing people were able to look at the image and see the granular details. They were able to point out objects in the image that I would not have noticed. Where I saw a story, they saw specifics pieces of a puzzle,” she said.
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Thinking or Feeling
The third dichotomy demonstrates how you make decisions and come to conclusions. Those with a Thinking or “T” type are likely to rely on logic, accuracy, and objective truth. Feeling or “F” types tend to base their decisions on their personal values, wanting to understand others and find harmony.
What would you do?
Once again, we separated into our two groups, only this time we were given a scenario where we stepped into the role of a grocery store manager. We witness a customer with a full trolley exit the store without paying and were asked how we would handle the situation.
Both the Thinkers and the Feelers wanted to understand the reasons why the customer walked out, recognising they could have made an honest mistake. In the scenario, however, the customer admits to intentionally leaving with unpaid goods.
The T’s immediately turned to what was most logical, and told the customer they had to go back inside and pay, but the F’s chose to dig deeper to understand the motivations behind the customer’s actions.
Our Digital Account Manager Emily (ENFP) found it interesting that both groups started with a very similar approach, before veering off in different directions.
“When we shared with the group, the Thinkers revealed they wanted to know which items were stolen, taking a fact and logic driven approach. In the Feelings group, none of us even considered the items. We wanted to understand the person, the circumstances and why they stole,” Emily explained.
“I found this super eye-opening, and I learned how the two sides can complement each other. It will be interesting to see how this will improve projects and communication in the future”.
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Judging or Perception
Lastly, the Judging (J) and Perception (P) dichotomy refers to how you prefer to lead your lifestyle. Those who like structure and order are more likely to be a “J” type, while those who are more flexible tend to be “P” types.
Plan Your Project
For the fourth and final time, we were separated into two groups and provided with an assignment. We were told we have 30 days to complete a project that requires 10 days of work. As a collective, each type had to decide how they would approach the project.
The J types were very quick to put a plan into action. Some wanted to pace themselves and space the work out over 30 days, while others wanted to get everything done upfront. Either way, each J type wanted to be nice and organised so that nothing would be left to the last minute.
On the other side of the room, the P types took a little longer to plan their approach. Ironically, they only just finished the exercise in the nick of time. Most of the P’s wanted to stagger their work over the 30-day period to leave plenty of time for rest, leisure and “vibe checks”. In the end, the P’s were organised, but it took more thinking and discussion before they were able to put a plan together.
“I found it interesting how some preferred to get their duties and responsibilities out of the way and then relax, while some preferred to enjoy their leisure time first, which helped them to be more effective and productive at work,” said Digital Account Manager Shayan (ESTJ).
“Now when I approach those who have a Judging preference, I know they will enjoy order, organisation and decisiveness. When it comes to those with the Perceiving preference, I know to be more flexible and open”.
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Our Takeaways
After discussing our key learnings, it was clear the afternoon was a success. There was a lot of enthusiasm and positive energy in the room as conversation flowed freely between extraverts and introverts alike.
“The workshop made me feel more connected to my colleagues. I had conversations with people I don’t often get the chance to speak with. Understanding the different personality types also helped me to be more accepting of others,” said Hannah.
Katie felt similarly, adding that, “It wasn’t your typical, what I would consider “cheesy” team building activity. Everyone walked away knowing more about who they are and knowing more about the people they spend their work days with… and that was pretty awesome”.
By gaining insight into other people’s personalities, we’re able to see situations from different perspectives and show greater empathy towards those who may have different preferences to our own.
“I learned a lot about how my preferences influence not only my work life, but also my personal and social life,” Shayan explained.
“Communication is key in any team setting, so learning how to communicate effectively with opposing preferences will help us form a more cohesive unit”.
Across the board, our team felt all businesses would benefit from completing exercises based on the MBTI framework.
“I think other businesses should consider doing similar team building activities to improve communication, teamwork and trust in the workplace. It can help to build positive company culture and further develop the types of behaviours that enable a business to thrive,” Hannah said.

Distl’s 2021 Team Development Day 

Home

The recipe for an
unstoppable brand.

Build brand equity. Enjoy sustainable success.

What does all-in branding and digital look like?

Insights

Is YouTube Worth It In 2021?

Our Foundational Checklist for SEO

Distl’s 2021 Team Development Day

The recipe for an unstoppable brand.

Build brand equity. Enjoy sustainable success.

What does all-in branding and digital look like?

Insights

Is YouTube Worth It In 2021?

Our Foundational Checklist for SEO

Distl’s 2021 Team Development Day

The recipe for an
unstoppable brand.