Ready to revolutionize your B2B marketing game? This episode of Digital Coffee: Marketing Brew features host Brett Deister and digital strategy expert Philippa Gamse, who delve deep into the importance of holistic marketing strategies. Philippa emphasizes that understanding the customer journey and focusing on quality content over sheer volume are crucial for effective digital marketing. As AI continues to reshape the landscape, she shares valuable insights on leveraging technology for content ideation while ensuring that personalization remains at the forefront. Tune in to discover how to align your marketing efforts with measurable goals and the timeless fundamentals that drive success in the ever-evolving digital realm!

Takeaways:

• B2B marketing requires a strong strategy that focuses on holistic goals rather than just tactics.
• Analytics should inform your marketing decisions, guiding you on what works and what doesn’t.
• Quality content is now prioritized by Google, making authenticity and engagement crucial for SEO.
• AI can be a useful tool for ideation but should not replace the human touch in content creation.
• Understanding your customer journey is essential for effective marketing and conversion optimization.
• Email marketing remains a powerful tool, and every page should have clear calls to action.

Links referenced in this episode:

• websitesthatwin.com

💬 Want to get involved? Leave us a comment, give us a 'like,' and follow us for more insights. Join our Locals for lively discussions, and if you've got questions, email us at bdeister@digitalcafe.media!

👕 Check out our merch: www.digitalcafe.store

🌟 Review the Podcast if you loved this episode and share it with fellow marketers who could benefit from a treasure trove of podcasting wisdom. Tune in to "Digital Coffee: Marketing Brew" and let's brew up some success together!

That's good.

And welcome to a new episode of Digital Coffee Marketing Brew.

And I'm your host, Brett Dyster.

And this week we're gonna be talking about B2B marketing.

The most exciting marketing.

Not really exciting, but it's one of those marketings that we all need to know about.

And even though it may not be the most exciting part, it is very important for a lot of businesses.

But with me, I have Philippa with me, and she has.

She's done a lot in this area.

She can help you mostly in digital marketing strategies.

Digital analytics.

That means GA4, which is the newest Google Analytics out there, which is a different little plug or different little number thing that you have to use besides the previous one, which is the uta, but we'll get in more of that as well.

And she just has certificate, certification, certified management consultant.

And she's British as well, so we'll get a nice little English accent as well.

So welcome to the show.

Hi, Brett.

Thank you.

What you just said reminded me of that famous saying, a terrible thing happens if you don't advertise.

Remember that?

Yes, yes.

It really is a terrible thing if you never advertise yourself.

If you never advertise, you get nothing.

It's true.

You always got to spend money to make money, is the other one I think is right.

Anyways, the first question is all my guest is, are you a coffee or tea drinker?

Both, if that's allowed.

So I'm British, right.

So I have to drink.

I have.

Right now, I probably have nearly 800 tea bags stashed away.

Proper English tea in proper tea bags without the paper and all the little things that you pick it up with.

We just have big boxes of tea in England with.

In the supermarket, and it's much cheaper than it is here, so I do have that.

But I have to say that I also treated myself to an espresso machine, so I'm allowed one espresso coffee in the morning.

And so both.

So you're still very European about your coffee.

You said espresso instead of just the actual drip coffee.

Because I know in, like, places like Italy, they just don't do drip coffee at all.

They may give you an Americano, which was an insult to Americans because they put hot water with an espresso.

Yeah, no, sorry.

Actually, that was a product advertisement because I actually said nespresso.

So I've got one of those machines.

But, yeah, no, no worries.

And I gave a brief summary of your expertise.

But can you give my audience a little bit More about what you do.

Yeah.

So basically I'm a digital marketing strategy and analytics consultant, which I've been doing for a while.

And I do that because I feel like a lot of people, they jump straight into tactics.

Oh, gosh, we've got to do SEO.

We've got to social media.

And what they don't do is stop and come up with a holistic plan before they do anything that says, what's our goals?

What are we trying to do?

What's the best way to get to where we want to go?

And how does.

How will all the things that we're doing fit together?

Right.

To create a full picture and then intelligently use analytics to figure out whether or not what you're trying to do is working.

It's not maybe the most sexy part of it all, although of course I think it is.

It's not.

It's.

It's not that you're immediately doing something that generates results when you create strategy, but on the other hand, it gives you a framework so you know where you're trying to go and when you're getting there.

That.

That's my goal.

I understand stuff like SEO and so on, but I used to do it.

I don't do it as a consultant anymore.

I'm the one that sort of says, here's a great idea, Go away and make it happen.

Yeah, I understand.

What you're saying is because most people, it's more of the big words are like, hey, we need to do SEO.

But no one really knows how to do SEO.

They just need.

They just know how to say, we need to do SEO.

The truth is that there are lots of really good SEO folks around, and it's a very specialized subject and it's.

You can't be everything.

Marketing, to me is very interesting these days because there are so many different skills that come into play.

And there are people who are incredibly creative and make incredibly creative writing or media or advertising, whatever it is.

And then there are people who are incredibly analytical on the other end of the spectrum.

And you need all of that in marketing.

So I'm choosing to hang out mostly at the analytical end, although I do write and I speak.

I'm not visually creative, for example, so I'm not the one that can make the great visuals.

But yeah, I think it's important to really understand what you specialize in and focus on that.

How's that Affected the SEO side of it.

Because of just the prevalence of how AI has touched every bit of PR and marketing, I feel like I can't get away from talking about AI.

Yeah.

Honestly, as I said, I'm not the SEO expert as such.

You know, what it seems to be is that it's very helpful in being a tool so it can generate ideas, it can generate content ideas, it can do keyword research.

But I am certainly seeing, I get PR requests every day.

Most of them say, do not send me something that's AI generated.

So in other words, use it to get ideas, Use it to get a first draft, but then add your own spin so it sounds like you.

It looks like it's personalized and it's not.

AI Writing tends to be maybe a little generic, maybe a little less personal because of course it's written off of existing material because that's how it's trained.

Right.

You just want to polish it and make it a bit more original in the end.

Yeah, I think the older models, I think GA, not GA4, but was chat GPT4 is actually getting a little bit more personal about it.

So we could be seeing a little bit more blending of it.

But I understand what you're saying is that, yeah, you can let, you can have it, write it, but you go back through it and try to put more personality into is what I'm hearing.

And that's what I'm.

I'm just saying that this isn't my area of specific expertise, but I'm certainly seeing advice that you shouldn't use it for your final product.

Yeah, that's fair.

And what have you seen in the B2B marketing?

Have you seen any of the emerging technologies being used?

Very much.

Have you seen like any of the websites, like any of that type of stuff?

Have you seen that being prevalent in B2B?

Is it still really stuck in the B2C?

And because I know B2B is a little bit more slowly transitions to more of the newer technology, but they wait a lot longer than the B2C portions.

Yeah, I think it depends what you're selling and what kind of a company you are.

And sites are very innovative.

So I'm not sure That's a specifically B2B.

B2C distinction.

There are also plenty of B2C sites that are still not as sophisticated as they should be.

Could be, I should say.

Because Google's always switching their stuff around.

So what is specifically should they be looking at for to help their bosses understand, like what's being, what's a success and what do they need to work on?

Yeah.

So honestly, the biggest mistake that I see businesses making with analytics is what I was talking about in the beginning, is that it's the same thing.

They jump in and they look for, what should I see here?

And on Google Analytics or any analytics platform, there are a lot of default reports.

So there's massive numbers of reports, massive amounts of charts and numbers.

And if you don't know what you're looking for, you can get completely overwhelmed and you're unlikely to get anything out of it that's actually useful unless you have that strategy in place so that you can go to the analytics and say, this is what we're trying to do.

These are the KPIs, these are the metrics that are our measures of success.

Whether that's growing conversions by X percent, growing the number of people who read our blog posts, getting more leads, whatever it is that you're trying to do, or reducing our costs of acquisition.

Unless you're looking at the numbers with a question in mind, it's difficult to get useful things out of it.

On the other hand, a lot of people hate GA4, right?

Because it's certainly not simple, it's not easy, it's complex to implement in a really fully customized way.

But if you do, there are amazing rewards for it because it can really drill down into your data and give you some insights that you're likely not to have seen.

Without that ability to really get into what you're looking at, you can, especially using a tool like Google Tag Manager, you can really customize to get to really into what you want.

Or a podcast host, right?

So, for example, most podcast sites have a long list of episodes on their website, right?

So the latest episode goes at the top of the list and everything else moves down one.

And what you end up with is a huge amount of amazing content that's essentially wasted because nobody goes, nobody sees it because it's too far down the page, right?

And one of the things that you can do in analytics is do things like see how far down the page people look, or if there are specific topics or categories of content that they're interested in, which ones those are, so that you can really find all sorts of ways to leverage and continue to leverage the content that you've got rather than just having the one episode.

And after a couple of weeks, it's got no traction anymore.

And a lot of people don't really think about this because they're not seeing the stats of who's consuming what content.

Well, talking podcasts specifically, you're also competing with Apple Podcasts, Spotify and all the other ones that you put your podcasts on.

So you have podcasters have a very unique like competition from their own podcast on a different site because the other different site is more reputable than your own website.

But then you talked about B2B for example.

Something else that I see a lot of that that businesses aren't aware of is video.

So with a tool like GA4, you can literally get into if you've got YouTube video right, embedded on your website.

I mean, you can do this on YouTube too.

But if you've got video on your website, how many people watch the video and how much of the video do they watch?

Which is more important?

And a lot of people don't realize in general, about 50% of your audience for your video drop off in the first 30 seconds.

That's huge.

And by about a minute you've lost 90%.

I've seen this again and again.

Unless.

Which is why when you start your video, you've got to say, here's the reason you should watch this video.

And if you watch it all the way through to the end, I'll be telling you something amazing.

And you've really got to grab people and tell them why they need to watch it.

And so many businesses spend a lot of money and resources on making video that frankly nobody watches again.

And they don't know that's happening.

So yeah, it's.

Yeah, it's that.

And just the.

I guess the popularity of short form content has made people not willing to spend as much time trying to figure out if they really want to listen to it.

They'll probably spend even less.

Probably spend about maybe generously three seconds on a video and then they'll, they'll go off somewhere else.

Because TikTok and shorts and reels have really made attention spans even worse than before.

But those are for entertainment.

If your video is an informational video, if the information's good, and again, if you make it compelling and you tell people what's coming up, they will watch it if they need that information.

So it depends on the nature of the video as well.

True.

It depends on your audience, depends on the nature of the video, and it depends on the industry itself at the same time.

Because, I mean, if people are specifically looking for that industry, your video could do very well, but if it's a very popular industry, it could do not as well if maybe because it's not as highly produced or whatever.

So there's a lot of factors in video because video is something that even podcasters need to consider.

But you can be forgiven for having less quality video.

But your audio has to be good because people cannot stand bad audio.

Yeah.

And podcasts, of course, are the sort of flavor of the month right now.

They've been for a while.

Yeah.

So audio definitely important.

Yeah.

And just from stats that I've seen with podcasting, they say that in the morning, afternoon people will listen to the audio, but at night they'll listen to video.

So you also have to consider like people's habits on when they listen to audio to when listen to video.

And that could actually help businesses as well too.

Maybe they just release it their video later at the night and they release their and all that stuff.

Because everything is about timing sometimes.

And you have to figure this out.

Which again is back to analytics, because that's the kind of thing that you can see is what's the most popular day of the week, if that's relevant time of day, that people are consuming the most content or.

And again, one of the great things about analytics is that you can drill down and segment your audience into different categories because looking at all of your visitors in one conglomerate mass doesn't work because people are doing things for different reasons.

So it's not just who watches your video, but looking at the outcomes of watching your video.

So if your video is designed to create an action, I don't know, buy something, sign up for a list, whatever it is, when do your most qualified visitors watch videos?

So not just when do all visitors watch video, but when do your most, your best visitors watch video.

And you can get to that level of granularity.

And that can be really helpful.

Yeah, like I said, it's all about timing.

You're right, like granular, you can do this.

But for SEO specifically, is content more the forefront now given with GA4?

Is Google caring more about the authenticity of content?

Cause I know before it's been like just backlinks.

And like they said, it has to be a good backlink, not a bad backlink, because everybody was just throwing backlinks at it just to get their website.

So are we going to see that more with content too?

Good content versus bad content, because everybody can make content.

And then you have to consider if it's actually going to be good, trustworthy, educational and all that stuff.

Are we Going to see more of that with Google changing their algorithms because they always change SEO all the time.

Yeah, no, we already are.

Google is much more focused now on the value of the content.

Is it helpful to the audience?

Do the audience spend time on it?

What Google doesn't want to see is that they go, they click on a link in Google through to your site and then they bounce back because what that tells Google is that content isn't useful.

So these days quality engagement value is much more important than the in some ways than the backlinks and the keywords and which is still obviously very key.

But yes, quality is really important.

And so should, let's say B2B want to get into more video focus because they haven't been video focused.

Should they use AI to help, like maybe do the ideation part of it?

Because AI is great for helping people.

I should.

You shouldn't just you trust AI completely and be like, do it all for me.

Because I've seen videos of AI creating videos and they're weird.

They're really weird.

So should they help start that process off?

Because I'm pretty sure a lot of marketers aren't versed in video production.

Oh yeah, no, it's great for ideation and for generate me 20 potential titles for this video so that I can see which one I like.

That kind of stuff is very fun to do and very helpful.

Yeah, no, I wasn't saying to discount AI at all.

Obviously you can, you can't and you.

But you need to think about what you want it to do for you so that the way that you prompt it is gets you the sorts of responses that are helpful to you.

That's true.

It's almost like Google Search.

If you do the wrong prompt, you're never going to get the right answer.

And I've used some of it.

I've used bards a little bit better on like creating scripts and ChatGPT is good for like specific answers to your questions.

So like for this should.

Is there a difference between which ones they should be using and for AI?

Like do you have any ways of creating the successful prompts?

Because prompts are just kind of like the bread and butter for AI.

So do you have any insight into creating good prompts for AI?

I'm finding that you learn as you go along you.

It's the experience also tells you what kind of what you're going to get back and therefore what's going to work for you.

And again I should say that AI isn't my specific expertise.

I Don't want to give you a list of tools.

I've tried various things, but I think businesses that want to use it should, because there are so many tools, you need to figure out which one's going to work for the specific needs that you have.

Yeah, there's always one popping up.

I can't even keep up with all the tools popping up that are featuring AI.

I'm like, okay, I'm now like, is this really going to help me or is this just another tool to play around with?

In some ways, when it says featuring AI to some extent, you could argue it's been around for a while already and that essentially using a computer is using a form of AI.

So maybe not very sophisticated, but it's.

Yeah, you could even say going further back, like, machine learning was the precursor to AI, because machine learning was learning things and it gave you, for the most part, it was not bad.

Google Assistant, which is machine learning, is pretty good at giving you answers.

It's not a hundred percent correct, but it's 80 something percent.

I think it's 80% correct.

So you could say that machine learning was like the precursor to what AI is trying to become, is the best way of saying it.

And what are some of, like, traditional tactics that B2B should still consider using?

Because we could talk about the future stuff all the.

All we want, but we always know that, like, word of mouth is king.

Like, you can never not say enough about word of mouth because word of mouth just is the thing that you can never replace.

So what traditional marketing tactics should.

They should still be considered, including SEO.

And the premise was, nobody uses email anymore.

It's boring.

Millennials don't like it, et cetera, et cetera.

Or what's the best quality communication tool?

Email is right up there.

It hasn't gone anywhere.

So that's one that you can't ignore email and keeping your list clean and so that it's up to date and doing all those kinds of things, really important.

One of the biggest mistakes that I continue to see, apart from not creating your strategy in the first place, is lack of calls to action.

So it's still amazing to me the number of websites where you've got a page of incredible information, maybe a blog or maybe a video, whatever it is, and there's nothing that says, okay, what do you, wait, what do you want me to do now?

How can I get this?

How can you help me with this?

And it's amazing to me that people forget the call to action, or they put the call to action at the bottom of the page, assuming that everybody's going to read all the way down to the end of the page, which not many people do, which is back to the analytics, and tell you where people tend to fall off scrolling down a page.

And I say to people, there's absolutely no reason why you shouldn't have your call to action several times on the page.

So that people see it.

And they see it at the point where, based on your content, they're probably saying if they're going to be interested, they're probably saying, okay, how do I get this?

Tell me more.

Those kinds of engagement emotions, that's where you want to call to action.

And it's just, it's amazing, as I said to me, how many people, how many sites still don't do that effectively.

So it's still like back to the traditional press release of making sure everything's important on the first paragraph, at least maybe a little bit further down, but at least somewhere in the top where people be like, oh, can I click this to go over here?

And then making sure you have the sales aspect of marketing, because marketing is like really closely tied with sales.

So you have to have a, you should sign up for this.

We'll give you like a free thing if you sign up for our email newsletter or some type of call to action.

So you're seeing a lot of businesses still forget the call to action part?

Yes, yeah, absolutely.

I'm, I'm saying you've got to have a strategy for your digital marketing, you've got to have a strategy for your website.

But not only a strategy for your website in terms of what do you want the site as a whole to be doing?

But essentially every page of your site should have its strategy.

So for every page of content that you have, you want to be saying, what do I want people to do as a result of seeing this page?

And I mean, it's unlikely that your answer to that would be, that's fine, they can just go away.

You probably want them to do something.

And if you want them to do something, you've got to tell them what that is and you've got to tell them how to do it and make it really easy because if you don't.

And again, you know, with analytics, you can see the paths that people take.

You can see how people move through the site.

So you can see how many people drop off.

You can see where do they go to next.

And the majority of the time it's not where you would want them to go.

And many site owners, designers, et cetera, it's not your fault.

You're so close to your own site that the number of people who've said to me, but Philippa, it's obvious because they're so close to it.

And I say, no, it's obvious to you, but it's not obvious to somebody who's seeing this for the first time.

So you have to drive people to the outcomes that you want.

So it's almost like trying.

And I did this for one company where they gave me a software and I was pretending to be like someone new and I was like, okay, where are the pain points here?

Where am I going?

Okay, this is confusing.

It's almost like you have to get in that mindset of, I've never done this before.

Where am I going?

And is this the, Is this where I need to go?

Yeah.

User testing.

One of the great ways to do user testing is to give somebody who has never seen your site before, as you said, a task to do and just walk away.

Stand behind them if you want to watch where you can obviously record it as well, but don't prompt them, stand back and watch how they go about it.

And that can be incredibly informative about what's obvious and what's not.

Another piece of it is the search engine on your site.

So if you talk B2B, many B2B sites could really benefit from a good search engine that actually searches the site itself.

Right?

And that.

And again, going to the analytics, that can be a goldmine because you can track the searches that were done in the analytics.

And Google Analytics will do this, but so will other good analytics tools.

So you can see what people are actually looking for.

And that can be a real educational gold mine because it, it tells you, for example, how people think about your products and services.

So what words do they use to look for what they're expecting to find?

And that may be different.

Like, especially with industries that have a ton of jargon, if the people who are buying your stuff are not familiar with your jargon, your internal terms for things, then you might be using words on your website that they don't recognize.

And again, I've seen this with technology type, manufacturing type companies.

So you want to think about what words do my visitors use to find stuff that they're looking for and structure your content around those words.

You can teach them your jargon once you've got them, but first of all, you've got to get them.

It also tells you what kinds of things your visitors are looking for that they clearly expect to find at your site but you don't provide because that's great product research, right?

What do people expect you to be offering them that you're not offering?

And I've certainly worked with clients where we've looked at those kinds of things and we've come up with new products or services based on, hey, yeah, they're right, we have that expertise.

We just never thought of offering whatever it is they're looking for.

And so the site search can be an amazing research tool.

And a lot of times, you know that little magnifying glass that's right at the top of the page in the nav bar, and as soon as somebody scrolls down the page, it's gone.

And then they're not going to think that there's a search engine, the same thing kind of thing as the call to action.

If there's something on the site that's really going to help them and help you, then, you know, don't bury it so that they can.

That very few people will even know it's there.

So yeah, for the jargon, even in marketing and SEO, search engine optimization, like API, KPIs, like all this other.

That's the basically digital marketing jargon.

It's almost like your website needs like a dictionary page just for all your jargon so people understand, or at least a hover thing where it's like, this is what this means for those.

Because in pr, if we're saying something new, we have to describe it.

And then afterwards we don't describe it anymore because we've already told you what it is.

So should they be thinking in those terms for jargon specifically?

Because you are going to get customers that are, that know your jargon, but you're also going to get new customers that don't know your jargon at the same time.

So let's say, for example, you're a B2B computer company building up computers and use CPUs, GPUs and all the other jargon.

And what is that?

What does that mean?

Like CPU is like the.

It's a processor and GPU is the graphics card.

And people go, oh, okay, I know what that means now.

So how do they help with all that jargony stuff because you can't get away from it because you're going to, if you know the industry well, you're going to use the jargon because it helps you talk faster in some ways, but also helps you like, bridge that gap between the experts as well.

So how do you, how does a marketer bridge that gap between the expert and the new person that's just coming to your website for the first time and going, what the hell does that mean?

Yeah, and I first, a glossary.

Certainly used to be a really good SEO tool because it basically just contains a lot of keywords.

I actually don't know if that's totally true at the moment.

But that's interesting because I've worked with, actually I've worked with computer components, you know, software component company, for example, that was one of my clients.

And they would say things like, look, don't worry about it, because our buyers, our techies, they know the language, they know the jargon.

We don't have to worry about this.

And I said, are you sure about that?

Because imagine that a buyer or the techie guy says, okay, I want this.

And they go to the CFO and they say, I want this.

And the CFO might say, okay, but how do I know that this is a reputable company before I write the check?

So they, or that department might go to the website to do due diligence on the company and they don't care about the technical stuff.

They want to know this is a real company that we can depend on and trust and we can send our money to.

And so at least the About Us page, every company, every B2B company should have an About Us page.

Who are we?

What do we do?

Who are our principal people?

And that should be in English or in, in other words, in your vernacular, without jargon.

And it's interesting.

Again, you can use analytics to ask answer a basic question like how many people who are new to my website go to our About Us page?

Because it's a lot.

You know, if they don't know you, they're going to look there to find out who you are.

And in my humble opinion, that should be a page that is not full of jargon.

Because that's where you just want to impress people that you're a real trustworthy entity.

That makes, yeah, that makes a lot of sense because I always said you can't get away from jargon, but you at least can have some pages that are jargon free or jargon less or don't have as much jargon in it or you explain the jargon within the actual about page do.

But you also have to assume that there will be visitors to your website who are not industry experts who are there because and bankers, insurers, other types of people that you interact with will come to your site to do that due diligence.

I actually worked with a company once that got refused an insurance policy because of something they said on their website.

And you have to be aware of that.

There are people that are checking you out.

They're not customers, they're not potential customers.

But your website is important in playing a role in your relationship with them.

And so what do you see the future of B2B marketing going?

Do you see like more AI?

Do you see more of the traditional parts going back to just like making sure that you have a newsletter or that email is just as important as all the other new technologies?

So I'm not a futurist, but honestly, like I said, I've been doing this for a while.

I think the way we do stuff, okay, now we have AI or different tools, different techniques for doing things.

The basics, the fundamentals don't really change.

So as a business, in order to sell stuff, you've got to prove, you've got to have social proof, you've got to have credibility, you've got to appear to be focused on quality, being trustworthy, right?

Relationships, et cetera.

And how that's done might evolve, but that fundamental doesn't go away.

And I also, as I keep also coming back to the fundamental of having a clear marketing strategy with measurable goals shouldn't go away either.

Again, however you do that, just because there are new bright shiny objects around to play with, that shouldn't negate the importance of having strategy.

So where can people find you online to learn more about your expertise and just SEO in general?

I'm, as I said, I'm more of an analytics and strategy person than the SEO.

So you're welcome to look me up on LinkedIn and I'd love to connect with anybody that's watching the program.

And my website is Websites that Win, so websites that win.com and I do have actually an ebook which I'm about to put on my website, but if you ping me, I'll be happy to send it to you anyway, which is some real life stories of how we've used analytics to come up with an insight that we wouldn't have known without that data, that's allowed us to significantly grow the business.

All right, any final thoughts?

Thank you very much.

It's been fun.

And thank you for asking about tea and coffee at the beginning.

That was fun.

And let me ask you, what do you think was the most important message that we put out today?

Most important message was even if all the new technology is there, there's a few of them.

Basics is still king.

Like traditional marketing will still never go away.

Just because you put jargon on there doesn't mean that everybody's.

Everybody understands your jargon.

You need to appeal to the new customers plus the old customers or the experienced customers at the same time.

And keep thinking about your strategy and keep thinking about what you want people to do next.

Yes.

Always look at the customer journey on your website.

All right, thank you for joining Digital Coffee Marketing Brew and sharing your knowledge on analytics and Digital Marketing and B2B Marketing.

Great.

Thank you so much.

It's been great to be with you.

And thank you as well.

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All right, guys, stay safe understanding your analytics and your SEO and your customer journey and see you next week later.