audioJulieJarnagin11841598251: Welcome to episode 3 96. I'm Julie GaN, and with me today are Jackie Lapinski and Beth Russell. Hey guys. We have a special announcement 2025 summit is right around the corner. Uh, we love seeing all the teams signing up. Lately, we already have over 100 different home builders from across the country who will be sending at least one member of their teams.
But many companies are sending their entire marketing department or online sales department, and so if you plan to be there in October, we recommend going ahead and saving your seat now. Closes in a few short weeks, and you'll wanna get your hotel rooms booked so you can be there at the same hotel as the summit.
 Jackie Lipinski: It is so fun. It's so fun to just go back to your hotel and chit chat on one of the couches and chat with other marketers or.
 Beth Russell: Bump into people in the elevator and in the hallway.
 Jackie Lipinski: And you know what always surprises me when I'm like, oh, they know each other and then marketers don't know each other. Or at happy hour when someone goes, I'm having this problem. We go, great, I'm gonna walk you to someone else who had that exact same problem. Here's how they solved it. And then they start long, long friendships and um, you know, it's so different than IBS or others trade shows 'cause I feel like it's, or, um, events just because it's so concentrated with a particular type of people.
So.
 audioJulieJarnagin11841598251: Yeah, absolutely. I often have people who are like, um, man, if there's anybody I could talk to who just switched from the CRM to the CRM or anybody who just launched a new website that has this, and it's like, oh yeah, we. We can, we can do that. You know, we can help find you some people, so.
 Beth Russell: It's funny that you all talk about that at the cocktail hour specifically. 'cause literally last year's cocktail hour, I was just running through the crowd, back and forth trying to find people.
 Jackie Lipinski: Mm-hmm.
 Beth Russell: and I am, for those of you that have never seen me in person, I am a small human. I am barely over five feet, and so I'm like this tiny person running through a crowd trying to find people, and I'm like, I need those sims things that float above people's heads.
 audioJulieJarnagin11841598251: Yes,
 Jackie Lipinski: like those thing, like those children carts with the flag behind them
 Beth Russell: Yeah.
 Jackie Lipinski: we can, there's Beth.
 audioJulieJarnagin11841598251: Tie a blue. We'll tie a balloon to you,
 Beth Russell: Yeah.
 audioJulieJarnagin11841598251: Awesome. Let's start with story time. Beth, you wanna start?
 Beth Russell: Yeah, so we're towards the end of summer now. I mean, in here in Georgia, we are at the end of summer. The school starts, um, at the beginning of August. So, you know, historically from a seasonality standpoint, summer's always a little bit slower and difficult, but this year obviously feels even more.
Difficult and slow. And so one of the trends that I'm seeing during these slower summer months is a lot of people are stepping back and assessing their marketing department and kind of resetting standards, if you will, and wanting to look at how they're operating. You know, and generally it's that question of are we operationally excellent?
What does that even mean? What does operationally excellent even mean? And, and do you even know how your internal team defines that? So with this trend occurring, our team, as we always do, likes to create tools to help our builders out. And we created one recently out of this organic need of, we need to give.
Our team agreed. We need to look at this department. We're going under a restructure. How do we make sure that we are resetting our standard and do we even know what that means? The other side of that is maybe we've veered far off from our standard because the market is the way the market is, and this desperation feeling that we have in trying to get leads or trying to get sales.
Maybe we've bend the rules and we've gone. So far off best practice that we need to kind of shift gears and, and realign. So what we did is created, um, a grading tool, if you will, that allows you to kind of set your standard, get the digital landscape of best practice and say, are we hitting the mark? Are we doing this well?
And while this tool was created out of need for a particular builder or two, we were looking at it like. Man, we know a lot of people that need this, and so maybe it has more legs and I don't know what life it'll take on, but I think the more and more we look at it, we're like, there's a possibility where it's like the map tool or the algorithm or presale without fail, where people take it.
And adopt it as their own and apply some of their own operational necessities to it. Please keep the best practices in place, however, and utilize it to assess their team internally and, and find out ways that they can reset or improve.
 Jackie Lipinski: I always like the phrase the grass is greener where you water it. Like the grass isn't greener over the, like, you have to take a deep dive, understand where you are, understand if you guys have been, you know, in terms of email cleanup or website cleanup, or understanding where your ads are, where your content is.
I, I think it is really helpful. It's almost like a spring summer cleaning for marketing. Um. When things get crazy, this is not a time that you really have to an analyze these things that you can fix at this time. So it is incredibly, incredibly helpful to, to have that diagnostic tool. And I think every builder always is like, well, how are the other builders performing?
It's again, focus on us, focus on what we can improve, because that's gonna give you a better set of improvement expectations and paying attention to what, what's going on in other worlds. So.
 Beth Russell: and the reality is in putting this into practice. For the first time, what was abundantly clear is that there are really small changes that can be implemented that are fairly easy to implement, that send your score up tremendously. And if you're just looking at that from a quantitative standpoint, it's exciting.
But what does that mean from an operational standpoint too, that's even more exciting.
 Jackie Lipinski: Isn't it funny how the online sales department, sometimes it could be like, okay, if we improve this metric by 5%, look how many less leads we need. Look how much marketing dollars we can save. But then when we go to the marketing bucket, we can say the same thing. It's like hard. It's like, well, yeah, but. So, no, this is still worth improving.
This is still worth doing a deep dive of your URL website structure. This is still worth understanding how often your content is go is going out. This is still worth making sure your emails are going to the right people, from the right people, because I cannot tell you, and that was something Matt, uh, Beth and I were joking about, like is so inconsistent still and, and really just needs a look over and a reset button at certain times in, in the marketing world.
What were we gonna say, Julie?
 audioJulieJarnagin11841598251: Yeah. And when you showed it to me, Beth, I think what was so helpful too is things are in buckets and the scores are on a bucket and it's so, um, it gives such clarity to like, what are we gonna tackle next? This would make the biggest impact. This is the square. This is the one we're gonna tackle right now.
It's got a low score, it's high. You know, it's not gonna take that long. We're just gonna be able to tackle it. Then what's next on the list? And it just seems like a good way to get some momentum, which is what a lot of people need.
 Jackie Lipinski: Fun to, you know, it's a tracking internally marketing tool. Did we improve over the next, last six months? One year? Um, I, I had a conversation with a marketer, um, just this week who. Came from this southern builder and they were saying how they have something called a SRE meeting where it's basically like they slice marketing, they all sit down for one, two full days and they just go through where their improvements can be made and have just a real deep analysis of, of that improvement.
So, um, definitely worth.
 Beth Russell: This could be a tool for that.
 Jackie Lipinski: Yeah, definitely worth sitting there seeing what else needs to be improved, having a rating scale to it and then, you know, coming up with those, um, individual goals and how the SWOT goals, how to achieve that.
 Beth Russell: Yeah, and I like what you said too, Julie, in regards to how actionable it can be and, and allow you to kind of prioritize your work. Because another thing that has come up in these conversations is taking the time to have your marketers on your team If you do have a team. Create a work diary, like, how are you spending your time?
And I wanna remind the marketers that are listening to this to not be offended when that happens, because it could feel like micromanagement. But the reality is, is that marketing departments are in despair right now because of the increased demand and panic and met much of them, or. Are short staffed, and so the only way that we can become operationally excellent is identifying where our pitfalls are and assessing our return on investment on our time so that your manager can protect it and they can guide you in the right direction in order to become more efficient.
 Jackie Lipinski: Beth, wasn't it? Was it one of, well, I guess I wanna ask specifics. Um, team, wasn't there a builder where we saw the marketer spending like one to two days a week building emails?
 Beth Russell: Yeah, I, I did an, a practice with one where it was 10 hours a week building flower, uh, flyers.
 Jackie Lipinski: That's what it was.
 Beth Russell: Yeah.
 Jackie Lipinski: Also flowers,
 Beth Russell: Also flowers. I want some
 Jackie Lipinski: one of those things of, you know, don't be offended if someone's, if, if you want to break down what we're doing, because. That sounds like, and we'll get into an article here later about maximizing small marketing teams, but that sounds like something that should go to someone else because there are better ways to create sales and create optimized, um, elements within your marketing department to create better sales and, and have more, um, impact.
And that kind of goes along with my story time because I love telling this story and it kind of came up this week in a builder call where the marketer goes. There is no time like now where everyone realizes they are in sales. She's like, everyone on my team gets it now. She's like the site managers, they're cleaning, they're understanding this house is sitting.
I'm gonna have to walk it more because that house rep is how often I'm walking that house. Is also gonna determine how well it sells or if it sells. And so, um, you know, my builder, we used to say, all right, everyone, raise your hand who's in customer service? And then he'd be like, everyone, raise your hands.
We are all in customer service. We are all in sales and understanding what we put into the world. We represent our builder as a brand too, and everyone does. So making sure you're, you're all connected, you all know what you're trying to achieve and you're all having clear communication for achieving those sales goals, I think is something we're, we're striving for.
And I think that excellence that we're striving for both makes sense. And, um, just having that 360 understanding as a company of who you are. I know some marketing teams are like, you know, we're struggling to sell sales, but no one wants us. See a marketing team who's depressed, like we still have to project, you know, and they're feeling good, but like you still have to reject that we know what we're doing, regardless of if we sell five houses or 15 houses a month, we still are the experts.
We still know what we're doing. We still have a house that someone could buy that they're gonna live in potentially the rest of their lives. So there is value in what we do, even if that number has gone slightly lower than what we'd want potentially at this time.
 audioJulieJarnagin11841598251: I think that walking the sites more is, is huge. What you said also just sharing the knowing and sharing the numbers. So my past builder was great at, um, everybody knew the sales goals. Everybody knew what the OSCs goals and numbers were. Everybody knew what the customer service rating. Was like everybody on the team.
So I think it's, it's getting out there and being hands on. And then also as the marketer, if, if your whole company doesn't know these numbers and these stats and metrics and what's important, then that's a good opportunity for you to start rounding that up, you know, to share companywide.
 Jackie Lipinski: Yeah.
 Beth Russell: What comes to mind is our team member, Carla, when she did the presentation on how your customers view your brand. Because so many times when we're in the business. We work in the business in a vacuum, and we're not thinking about how our customers are viewing us. We're not as, I like to say, putting our customer goggles on or buyer goggles on.
And she had this powerful, I talk about this all the time. This simple, powerful graphic of your brand to them is this circle. And in this circle is. Construction workers, like the superintendents, the, the trades, the work sites, the brand, the visual, the model home, like she's listing out all these things that they are holistically looking at your organization and tying this to your brand.
And I had a call recently, actually two days ago from a good friend of ours in the industry, Kyle, who was like, how do we talk about this? So many builders are reassessing their brand right now, refreshing their brand. This is like a trend that he was picking up on, but how do we talk about the fact that customer service is a part of your brand?
 audioJulieJarnagin11841598251: Yes. Speaking of customer service, operational ex excellence, we just went on a road trip. Caucasian, as my husband lovingly likes to call it, where we drove. And, uh, some of the best customer service and operational excellence was Bucky's. So Jackie, you're a, do you know Bucky's? Jackie is not in the Northwest,
 Jackie Lipinski: Is it, it's a little restaurant, right?
 Beth Russell: oh no.
 Jackie Lipinski: Oh, oh
 Beth Russell: gas station.
 Jackie Lipinski: Oh
 audioJulieJarnagin11841598251: So Bucky's for anybody not in the south or in Texas, is the most giant gas station, um, that has the cleanest best bathrooms, the most delicious barbecue. It has a store part, a retail part that has candles and kids stuff. And it's glorious. Like our kids are pumped to go
 Jackie Lipinski: the Costco of gas stations? Is it like the, is it better?
 Beth Russell: of.
 audioJulieJarnagin11841598251: It's better.
 Beth Russell: Yeah, it is better. It's like the amusement park of gas stations.
 audioJulieJarnagin11841598251: Like the kids are obsessed with it. And so it got me thinking about what we can learn from Bucky's and some of your things are on the list here. Operational excellence, of course, like it looks easy, but it doesn't happen by accident. If you listen to the, um, people who work at the registers, they're saying the same friendly, you know, when you walk in they say, I don't, I can't remember, but it's something, they say the same
 Beth Russell: or something.
 audioJulieJarnagin11841598251: Yes, there's something they yell about hot brisket. There's something the bathroom ladies say to make sure that the line is moving, but it is not by mistake. It's amazing. Um, there y'all are talking about brand consistency. There are brand consistency. If you can market beef jerky and like everything is Bucky.
Fever themed. It's amazing. People are buying the T-shirts. My kids love the t-shirts, so it's like if they can do that with gas station food and make it amazing, can we not do some amazing branding consistency all the way from our ads to our website, to our model homes, to the customer experience? Like if they've got it figured out.
Um, what else? Scarcity. If there was a Bucky's in every neighborhood, it wouldn't be so cool anymore. Nobody would care. But because when we're traveling, if we know we're going by a Bucky's, my kids talk about it. My husband talks about it. We plan our stops around. Like, if we get gas here, then can we make it to the Bucky's or not to get barbecue.
Jackie, I know you,
 Jackie Lipinski: I have
 audioJulieJarnagin11841598251: in your eye. You don't fully grasp.
 Beth Russell: She's Googling it as we
 Jackie Lipinski: No, I, I remember like a Instagram story of yours of like a, the beaver icon and just being like. Oh, what? Like what? But now I get it. For some reason I thought it was like a little tiny, like consistent restaurant. But yeah, we don't have anything fun like that
 audioJulieJarnagin11841598251: You can, you can eat there too. And then just differ differentiation. You know, we get into this mindset that every gas station's gonna look exactly the same and they made it different. So, I don't know. We may have some Bucky's haters out there, but I have to say their marketing is amazing. Their, you know, picking the right locations is amazing.
Their branding, their operational excellence as far as you are never gonna walk into a bathroom and the toilet's not flushed and there's no toilet paper. Like, it's just not gonna happen. So, um, I would say we have some stuff to learn from Bucky's.
 Beth Russell: I need you to write a whole blog about this, like all the things you can learn about buggies, because I'm just sitting here. I don't know if this is ever like this part is gonna be recorded in place some more, but I'm sitting here like nodding my head so hard. Because I, I was that same person every time I flew into Texas at my old builder.
Um, 'cause I worked remotely, I would fly into Texas and take the back route so I could stop at the Buckys because it made my trip more enjoyable through the state of Texas.
 Jackie Lipinski: thing about Texas is HEB, the grocery store. Like that's what I remember. Like I loved that place when I went, but I don't know about that. Well, I will say it. It's funny that you said that too, 'cause it's one of those things of just, well, one I wanted to ask you, um, do you think they're gonna replace all their workers with AI or,
 audioJulieJarnagin11841598251: No, no,
 Jackie Lipinski: oh, you
 Beth Russell: they keep the
 Jackie Lipinski: You think the human experience was worth it?
 audioJulieJarnagin11841598251: I think the human experience and it's, I mean, sometimes I look around like it was, um, July. Fifth, or it was the weekend after, you know, July 4th. So it was so, there were so many people there and it was crazy and it was like, why do we do this to ourselves? But it was still, we wouldn't, of course we're gonna stop it.
Bucky's. It just becomes, yeah. So if Bucky's can be great, your model home and your communities can be amazing
 Beth Russell: Mic drop.
 audioJulieJarnagin11841598251: All right, onto the news. Our first article is from the Do You Convert blog, and it is Megan's first blog
 Jackie Lipinski: This is our first blog.
 audioJulieJarnagin11841598251: It is Megan's first blog post she did amazing. If anyone out there knows Megan, she is our marketing cheerleader.
She is a master communicator and the one who just keeps us all energized and positive and amazing. So she came from a builder where she was a marketing department of one. And so when she was thinking about, you know, what, she could write about special ideas, that's what she's great at. Like how do you make a marketing department of one go a long way?
But I also say this would fit for any, any marketing department. Um, just lots of. Great advice about, um, what to create SOPs for to make your life easier, what to prioritize, um, how to outsource and choose the best partners to make, you know, things go further, um, what you can delegate. Um, just lots of tips about a marketing department.
What, what, what struck you guys?
 Beth Russell: Oh man. Does this hit home? Jackie knows. She and I both have. Have gone through this. Um, the very first thing that came to mind, it was just timely, or I'm being stalked by the internet bots, but there's a meme that I saw on LinkedIn and Did you guys know the meme from the, um, Beckham documentary of like, tell the Truth?
Tell the Truth?
 audioJulieJarnagin11841598251: Yes. What kind of car did your dad
 Beth Russell: Yeah. Is that scene And the meme was, I'm the head of the marketing department. It's like, tell the truth. Okay. I am the marketing department. There's only one of us. I love that. And like I said, it speaks to me personally because there is nothing more difficult to navigate of being everything when you are a person, a team of one, and trying to establish or build a department or grow, but also trying to grow yourself.
And there's a couple things that spoke to me in particular within her beautiful, eloquently put words. One is that you need to build bumper lanes. A process equals sanity. And I think you can tie this back to Kevin's open hours podcast that he, um, delivered earlier this month, which I loved. But, you know, one of the things that he talked about in there was like, you have to solve problems.
You have to, you can't just look at the data and let the numbers be, you have to solve problems. And when you're a team of one, the way you solve your problems of. Not being operationally excellent is to create those boundaries, those bumper lanes, and use processes in order to keep you sane. Um,
 Jackie Lipinski: I do also like that detail that relates to that, where she writes, you know, one of the quotes from Atomic at Atomic Habits, what is, um, planning and preparation are useful until they become forms of procrastinating. So also you have to catch yourself as a marketer too, where it's like, oh, well we don't have a plan for that.
It's like, yeah, sometimes you have to throw the plan out the window and get a household that's okay. Like as, as long as you know what the, the game plan is. Um, or you know, do something and then do a postmortem of what you did and then write a process based off of what you learned. Obviously, you don't wanna lose or waste money in that process, but, um, sometimes you just have to.
Just get it done. And especially as a small team, um, the best processes will come. But even when I did that analysis for the marketing action plan of, you know, do you have processes in place for selling inventory homes? Over 60% of builders said no, or it lived in their head. And so, um, talking about getting those things outta your head, making yourself more productive, thinking what the bottlenecks are that is going to help you improve.
And, you know, ideally at 5:00 PM you can go home versus feeling like, I didn't get the 17 of the 20 things done. It's like, well, okay, yeah, you. One, maybe can't. And two, we have to think about how to fix that because marketing teams usually don't get bigger. Um, it just gets harder to, to sell homes. And that's what we're seeing is a lot of builders right now are hyper focusing on marketing and selling of individual homes, again, which is a time consuming task for marketers.
So, um, having those processes in place, those trusted, um, advisors or trusted resources. You can just, I don't wanna say set it and forget it, but schedule them to get things done and get the photos done. And, um, like if there's any marker listening to this who takes pictures like, stop, don't
 Beth Russell: I was that person at one point. I like tried to learn how to edit and I was like, I can't do this. Um, but speaking of trusted advisors, that was the other thing that I really loved, which was find a mentor. Y'all know I will die on this hill. Um, but find a mentor and build your circle because when you're a team of one or even a team of two, and heck, we know in marketing departments that are teams of five or more and still feel like an island.
Like you're gonna feel like an island. In order to build that bridge, you need to have a circle in place, a mentor, and that can be internally, externally, whatever, but find that person. Or maybe five.
 Jackie Lipinski: Well, and that's what we were talking about at the summit too, like and if you need someone, we'll point you if we have a relationship or even if we don't have a relationship. If you don't work with Do convert, but you need a buddy. Is that a genie?
 Beth Russell: That was my sims
 Jackie Lipinski: Oh, I was like, is this
 Beth Russell: Finding people for people.
 Jackie Lipinski: Uh, yeah, we'll click the button.
God, you can, I, that was my favorite game, Beth. Don't, don't get me talking about the Sims. But, um, yeah, get a buddy. And I always like to say too, sometimes people, it's, it's funny, you know, AL'S coaches sometimes you get people go, Hmm, do I really need a coach? You know, who needs coaches? Olympians. Olympians have coaches.
You need someone looking out for you. You need someone on your side. You need someone to hold you accountable 'cause you're more likely to do it. Are you more likely to go to the gym if you have a personal trainer, or are you more likely to go to the gym if you paid $15 a month to plan a fitness? We know the answer, so one costs more, but one will get you what you want.
 audioJulieJarnagin11841598251: Another great thing about this article, she links out to a ton of other articles and tools and things. So, um, for any marketer, but especially if you're on the newer end and you just need a great resource of things to go explore and consider, definitely go check that one out. It's a good one.
 Beth Russell: And shout out to, um, each other for being each other's coaches here. Like I feel like we truly are. And shout out to Caroline on our team who built the rubric with me that we were talking about earlier, because she's my drink, your water coach. She yells at me to drink my water.
 audioJulieJarnagin11841598251: I love it. I love it. All right, our next article from Ah Ref's blog. Is that what it is? Is there a cool name that I'm not knowing what this is? It's AI generated content Does not hurt your Google ranking. 600,000 pages analyzed
 Jackie Lipinski: This has been such a hot topic for a long time now.
 audioJulieJarnagin11841598251: Yes, yes. So it's been the question of some digital marketers, SEO people think that Google seeks to this, says actively punish AI content, and Google says, no, we don't. So somebody actually took a hundred thousand. Keywords went and, um, did a study on, you know, what, what came up. And then they got the content from those pages and analyzed it for how much of it was ai.
And what it showed in the end is that, um, it did not punish articles for being AI generated, however. What it looked at was, was it good, rich, quality, unique content, which what it saw was that, um, the best content was often a mix of the two. It had some human in it, it had some ai. So what it really showed is that it's hard to get that really high quality
 Jackie Lipinski: Mm-hmm.
 audioJulieJarnagin11841598251: from just AI alone.
But if it was a mix of ai, used as a tool with a human, using their brain and asking the right questions and appropriately using it, not just shooting off anything, then it was, um. More, you know, then Google saw it as more relevant content. So I think there was like a mix here. It looks like in the title, ah, ai, you know, Google loves AI content.
Ai just love, or Google just loves good, relevant, high quality content. And so if it's a mix of human and a little bit of AI tools, then that's okay.
 Jackie Lipinski: Well, and what's funny is that even,
 Beth Russell: Queen Julie, are marketers listening. What should they do?
 audioJulieJarnagin11841598251: They should use AI as a tool, not as it's gonna solve everything. It's gonna write the whole thing for you. It's great for ideation, it's great for getting ideas, it's great for getting started, and then you need to put your human touch on it to make it unique. Otherwise, it's just gonna be the same things.
Regurgitating the same things that are already out there in a different form.
 Jackie Lipinski: Well, and that's, that's one of those things too, it talks about where it's like what percentage of completely AI was rank tie, and it was like 5% because there are already then good sources where they're pulling that information from. You still need to have like the, the heart of the topic and the interest and the element that you want to talk about and then have complimentary information.
But I feel like. For the people who are like, oh, well we just need one blog a week. We don't care what it's about and AI's gonna write it. Do you think anyone really wants to read that?
 audioJulieJarnagin11841598251: Yeah. Yeah, purely AI content rarely reaches the number one position is what it is, what it found. So that's. Um, that's where you wanna be, so why waste your time on it.
 Jackie Lipinski: Agreed.
 audioJulieJarnagin11841598251: do you have
 Beth Russell: No, I, I, I, I was just wanted to hear the queen talk about it because I think oftentimes, like we said with the headline in the article name, people take something like, oh, everyone's searching with AI now and run with it. And I.
 audioJulieJarnagin11841598251: Yeah.
 Beth Russell: You gotta be able to peel through the biased filter, you know, or you know, run it through the biased filter and check like, okay, how is this actually applicable to me in the home building space?
And for us, we need the human touch. We need the local content. We need it to feel humanized because there's so much emotion involved in it.
 Jackie Lipinski: I, I was joking with Julian Beth before this, 'cause I had this story that I thought was really dumb and I lo like, it's, it's, you know, one of those stories, you're like, wow, I should never tell that. But I need to, I need to tell it. So before I loved reading. I hated reading. And so I'm in grade school and we had a test on a book and I didn't wanna read the book.
You couldn't make me read this book. And so Youthful child, Jackie goes, I'm gonna put this book under my pillow. That makes sense. The knowledge is going to flow into my head. I'm gonna ace That test did not ace the test. The information did not flow into my head. And that's the same thing with like a, oh, well, AI will just tell me you need to spend the time to research that topic, to have good points, or you're gonna flunk that test and embarrass yourself on a podcast 20 years later.
So I think there's value to, to. Understanding whatever you're writing about, you should have some more insights. You should do some research and you shouldn't let AI find this. Or you should be able to say, okay, and then make sure to take this resource. And almost you're becoming a, um, like a. I don't know, like an author or like a musician.
What's that person called? At the front of the, yeah, you're just a, the music composer of multiple sources. But you have to have that historical knowledge of that topic you want to talk about at at least a basic level to be able to explain things to people. So don't, don't let AI be the book under your pillow.
You do have to do some research or you, you can't BS the teacher in the morning or the people reading the article 'cause they're gonna know those m dashes give it away.
 audioJulieJarnagin11841598251: Absolutely. Yes, please take the m dashes and the emojis out. At least do that much. Um, all right. Our next article from We are a Sim. Guys, I don't know all these websites, but we're doing the best we can. Um, Instagram content will now be searchable on Google starting July 10th. Public posts from Instagram professional accounts, so it's not private accounts or personal accounts, but pre your business accounts should be a professional account, um, will be automatically indexed by Google and other.
Search engines. So, um, what does this mean for you? You might start considering whether you wanna start writing your captions more intentionally with those keywords in mind. Um, think about, you know, that first line in the headlines. Um, use descriptive. Text, um, alt text, rethink hashtags. So maybe just thinking a little more strategically, and also for people who are already showing up in certain positions for things, they may have a little more competition.
Now the Instagram is showing up. What, what are your thoughts, your thoughts on this?
 Jackie Lipinski: I.
 Beth Russell: So I'm gonna tie this back to what we were talking about previously, about OP being operationally excellent. And I hope that there are leaders who have made it this far into the podcast and are listening right now. Because the very first thing that comes to mind when I read this was, oh, now there's even more that marketers have to do. There's even more pressure, like they're struggling. We know they are struggling to even curate their Instagram content to even generate the content and be showing up consistently, consistently. It's one of the things that we have in the rubric that we created, but now they have to take that a step further and they're like, okay, I can't just make up a witty.
Caption. I have to think about SEO and I have to create all these meta tags and I have to make sure it's high quality enough so that someone sees it. They're not like, who is this? And it can't be too silly because then that's gonna be their first impression when they're searching us. Like I want the leaders to hear of like what Julie said earlier, what is happening behind the scenes.
It looks easy. It is not, there are so many things that they are managing on the backend on a daily and consistent basis. Please love your marketer.
 Jackie Lipinski: And I almost feel like hashtags went away and now they're saying no, it helps with your search term. So it, you're right, it is one of these things where it's like, oh, we have to go back. But it de does seem like it's gonna work historically. So does that mean you need to go back and optimize everything?
Probably not. You probably just wanna move forward. Don't, don't over exert yourself on something that might min have minimal impact. But I do feel like it is a little bit like a Christmas gift for marketers where it's like. Some of 'em may have thought that was already happening and you can already find these things and not within just a single platform.
So will it be beneficial? Absolutely. I mean, I think everyone wants relative content and kind of going back to that, making sure the company has representation of who they are. Um, I, I think it'll just give more exposure to the branding element and the trust of the builder and um, you know, we see lots of.
Once they become obsessed with a brand, they become obsessed with a brand
 Beth Russell: Like Julie and Bucky's.
 Jackie Lipinski: and Julie, but just, just assume people might spend hours scrolling and they're kind of looking for the underlying message of who you are too. So that'll be fun.
 audioJulieJarnagin11841598251: I liked the line. That means the lines between social strategy and search strategy just got blurrier. Is blurrier a word? I guess it is. Got blurrier. So yeah, it's all kind of melting into one thing. It's not social as social search, SEO, you know, it's now they're all kind of melting together in one thing, so we have to be strategic.
 Jackie Lipinski: Yeah, that'd be fun to see how the data works for that too.
 audioJulieJarnagin11841598251: Absolutely. All right. That's everything for us. We'll see you guys next time.
 Jackie Lipinski: Have a going.
 Beth Russell: Bye.
 audioJulieJarnagin11841598251: Bye.