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S3 E42: Continuous Scroll


ICP Logo

S3 E42: Continuous Scroll





Have you ever reached the end of your Facebook, Twitter, or Instagram timeline? You probably have never thought about it, but the answer is no; it’s infinite since these platforms will continue populating your feed with new posts for as long as you are willing to scroll. The news here is that Google has been paying attention.

In this week’s conversation, Grace and Liel explore how Google’s recently announced Continuous Scroll for mobile search in the US, could reshape how users make decisions about law firms when searching online from their mobile devices and why lawyers need to reconsider their search network impression diversity.

Continuous scroll can be the most consequential update for law firms this year, and many law firms will win new clients because of it; tune in to find out how you can be one of them.

Resources mentioned in our episode:

Send us your questions at ask@incamerapodcast.com

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Liel: [00:00:00] Making search results seamless and intuitive drives Google’s user experience implementations, continuous scroll is the latest step Google is taking towards that direction. I’m Liel Levy, co-founder of Nanato Media and author of Beyond Se Habla Español How Lawyers Win the Hispanic Market and This is in camera podcast, where we consider first page everything before the Seymour Walton Show is up. Welcome to in-camera podcast, Private Legal Marketing Conversations, Grace, welcome back. How does it feel being back at your office?

Grace: [00:01:01] It feels very odd because I’m going to be leaving again next week to Trial Lawyers University, so.

Liel: [00:01:06] Yeah, that’s right, Grace. So why don’t we start there? When does the trial lawyer in university starts?

Grace: [00:01:12] So the opening reception is Wednesday night, and then it goes from Thursday all the way :through to Saturday night. Actually break down for the booth area is 7:00 PM.

Liel: [00:01:24] It’s very long. Grace very, very long. So what is this type of conference about? I honestly, as I’ve said the first time that it came to my attention, I think, was during the Trial Lawyers Summit. Yeah, in Miami this year, I saw them somewhere around. And then last month, during PILMMA, they approached and say, Hey, would you like to come and participate? But as I said, you know, the Friday and Saturday of next week, we have great legal marketing, so it just didn’t work out. And therefore, you know, it’s not happening for us this year. But what what is the like, who attends and what is the agenda looking like? Any idea?

Grace: [00:02:02] So yeah, actually, this is our first time to trial lawyers university as well as, you know, to be an exhibitor anyway. We’re a pretty big sponsor and have a double booth and everything. It does seem like it’s all trial lawyers specific, you know, sessions how to be a trial lawyer or really how to, you know, better come across to your jury and things of that nature. So it’s a little different in the sense that it’s not quite, you know, your typical mass torts track or your typical PI track per say. They do cover a lot of those topics, but it is specific to trial lawyers and how to be a better trial lawyer.

Liel: [00:02:37] So no business of law track, no marketing track, lawyer, skill oriented?

Grace: [00:02:43] Yeah. From what I’ve seen so far, I’m looking at the agenda. It seems like it’s specific to the trial lawyers and for them and how to improve their skill set.

Liel: [00:02:53] Yeah, great. Great. How about mass tort made perfect? I know we had a very, very quick overview last week in our conversation about that because we also talked about women’s in mass, the other event that you were at a couple of weeks ago. But have you heard or do you have any insights about what what went on during the business of law or marketing tracks during mass tort made perfect last week?

Grace: [00:03:16] Yeah. So it was very interesting. Actually, marketing was the main conversation was vendors you can trust. And so it was very yeah. And so people that have been there a few times, there was actually quite a bit of new attendees, as we mentioned on the last show, our last podcast. And you know, the the individuals are looking for new sources of of clients, new sources for all kinds of things leads. And, you know, they want to improve their digital marketing. So it feels like everybody’s ready to get back to the normal. And you know what the new normal would be, I guess, in terms of, you know, kind of forgetting about most of what’s happened during COVID and just get back to work, you know, get back to being a lawyer, get back to doing what we were doing. And and that includes, you know, all of these new kind of fly by night vendors, you know, so a lot of people are concerned about that. But obviously anybody that is able to get into MTMP and be up to a point for the most part, I’d say fairly trusted. So that was a conversation that vendors and lawyers were having.

Liel: [00:04:22] Yeah, that’s actually true, right? I mean, you do notice that particularly both NTL and mtmp have, you know, kind of like an application towards becoming a vendor at the event and they bet they want to know whether you actually have worked or don’t work for MTMP attendees, their law firms and such. So there is some sort of vetting process, and I think it’s great. I think it helps everyone because also as a vendor, it gives you a kind of like an an additional batch of certified, even though it doesn’t necessarily show up. The fact that that process is in place gives a little bit of extra reassurance to attendees, which makes obviously the whole presence of a vendor more productive because people feel more comfortable about actually doing business here at the event. But then there’s the other part right there. There’s also the Association of Certified Vendors, correct? And just putting the name there because I think I did not get it wrong there. It has its own particular name, but you’re part of it. So how does that separate from the rest of vendors?

Grace: [00:05:37] So they ask. It’s called a mass tort vendors association, and it’s actually, I believe I want to say it’s run by NTL and MTMP. So they actually, you know, have a big hand in the association itself. So yeah, it is. You do have to have a certain number of. Years and be known, and, you know, like you said, vetted by the attorneys and other vendors as a matter of fact. So yes, we are a part of Mass Tort Vendors Association and we had kind of a pre meeting talking about what we’ve experienced as vendors and what we’ve, you know, kind of where we could go with it and how to even create more of a trusted partnership with the attorneys and as part of Mass Tort Vendors Association so that they can trust us even further when it comes to, you know, whatever they have to purchase from us. Yeah. So it was a running theme, it seems like on the vendor and association side of things, the marketing, all of it, because how are you going to buy marketing or trust in a company if you don’t know who they are? Right?

Liel: [00:06:42] Yeah, that’s actually very interesting to me. And I think, you know, you’ve brought it up last week in the conversation as well. And we didn’t. I didn’t really ask you about it, but the whole idea of a vendor meeting during the conference ahead of the conference as a debrief at the end of the conference. I think that’s great. I think that’s fantastic, right? I mean, it makes so much sense because A) it shows that you’re being valued, right? I mean, if the organizers are actually inviting you to a meeting first to give you insights at the beginning and then to get your opinion at the end. I think that’s really, really valuable. Obviously, there is surveys going around asking you after you’ve been a vendor at events, it’s not rare to get those and you know, it’s still it’s it’s a it’s a channel to share your thoughts and opinion. But I think a meeting right there where the event is still happening on the last day, I think that there is no better time to really ask for this information when you’re actually still there in person and everything is so fresh in mind, right? Who cares? Who has time to think about how last week’s conference vendor organization went through? Of course it’s in your mind, but it’s no longer a priority. It’s not something that you’re still that interested in going and sharing. Now Grace another thing, and this is kind of like I know we were shifting away from what our conversation was supposed to be today, but I do want to say that right? Because you and I have talked about this so many times before.

Liel: [00:08:16] And again, we’re talking here as vendors, how important it is after you come back from events like this one. And even now that you’ve been on a roll like three or four conferences over a period of a month, month and a half. Like how critical it is to come back and make notes and really, you know, assess what worked, what didn’t. What are the areas of opportunity? Because what happens is then comes a period where there is no conferences, inevitably, because that’s the cycle, that’s how it works. You have the fall that it’s just crazy. Like this fall is insane. And then you have somewhere in between the spring and the in the in the late, late winter. There is another few things happening, right? But during the in-between periods, you I mean, it’s easy to to to forget to lose track, right? Like not necessarily be super spot on when it comes down to preparing for the first conference of the season. So having those notes, having those kind of like guidelines that you’ve created for yourself are going to help you much better to to set yourself on track for the next round of conferences, don’t you think?

Grace: [00:09:31] Oh, a thousand percent. I mean, right at the conference, actually. I mean, you know, we do so many things between software in case acquisition and whatever else we’re doing at the moment, book publishing at this time, too. So I tend to not just take notes, you know, as I’m in the conference, but I also even if they give me a business card or something like that, I try to write, write on the business card, what it is that will kind of stand out to me when I go back to those cards, when I get back. I mean, I do have a card scanner app on my phone. I mean, I do all of that. So I I take it a step further so that it kind of gets ingrained in your mind. I used to tutor kids with short term memory loss. So when it comes to memory, there’s certain things that you just you understand it’s repetition or association only way to commit it to memory. So part of it is writing it down. Yeah, it’s so critical, right? So I write it right on the business cards. I’ll write the notes, I take a picture of the individual. You know, I kind of make it almost a fun thing, taking a picture, putting their contact in my phone. And hey, I’m putting these notes in here that, you know, remember me as the day data nerd. That’s the big thing. I’m the data nerd, and they’re like, Oh, I’m this, you know, and there you go. You know, you have it written down, you remember, and it’s a process. I think I can go back to

Liel: [00:10:51] A hundred percent Grace. That’s one thing I have very, very quickly learned after our first couple of conferences was, you know, optimize the experience of the people who come and talk to talk to you as as as a vendor at the event and the process in which you actually get that information. Everything that happened right there and there into your CRM. Because if you if you’re just coming back to the office after four days at a conference with a bunch of business cards and expect for something to come out of it, you’re done. You are done. And to be quite honest with you, this this, this last conferences, we’ve really have gone as far as actually initiating the communications with, you know, the potential or the leads, right, the leads that we’re getting out of these interactions at the conference. By the time they leave their booth, they’re already enrolled into some sort of sequence. And it it’s so much better. Like, I cannot explain the difference day or night between where these conversations end up leading to. So, yeah, definitely, definitely super important when it comes down to, you know, it’s not just there going in networking and shaking hands and not getting to anything concrete, because then it just becomes a fun social gathering.

Liel: [00:12:18] But you come back to the office and have nothing to show for other than just some fun Instagram posts. Right? So it’s not so fun and not so funny Instagram posts. Grace, I want to. I want to ask if that’s OK with you unless you have something else to add about the conference’s topic. I want us to shift to another thing, right, that you know, I have shared with you some details about it. And so this is Google news, right? And you know, here this podcast, we love Google news, and it’s been a while since we have actually hammered down on one of these topics. And this is a very recent announcement that they’ve just published last week, Friday, and that is that Google is rolling out continuous scroll, right? So let’s start by defining what continuous scroll is Grace. Can you explain us? What does it mean when you’re in a continuous scroll mode?

Grace: [00:13:18] Yes. So I actually this is personally, I love this because for me, it’s what I’ve always done. And so the definition of continue. They’re calling it continuous scrolling, not infinite scrolling, right? Because it will stop after a certain number of pages after Page four,

Liel: [00:13:34] As a matter of fact, very important to mention that. So good. Good, good.

Grace: [00:13:38] Good. So we’re defining it as they’re able to scroll through more than just the first few results, particularly on mobile, right? Where that’s kind of a thing. Yeah, it’s it’s the mobile situation that we’re talking about here, ladies and gentlemen, it’s that you can when you look something up and you start scrolling through the results that you’re looking up, you could only go up to a certain number of results.

Liel: [00:14:03] Right. So that’s a great place where you’re starting there. So let’s try to give make here, set up the scene for those who are listening and don’t necessarily follow very well what we’re talking about. So imagine yourself going to Google and searching for personal injury lawyer near me, right? Very, very common search query and very much sought after by lawyers who are advertising or marketing for personal injury online. And so you searched that on Google and Google. Now first, let’s talk about currently. As of still now what is happening, Google takes you to a search results page and then in that search results page, you are going to see first on the very top of the page on the mobile phone, you’re going to see the local service sites, and we know that those are two advertisements that have the little picture of the attorneys or reviews the name of the law firm. And then immediately after that, you have the paid search ads, right? Those are the ones that look like text ads, normal listings, but they’re actually sponsored now. Then you have the local pack. In most markets, there is going to be a local pack and that’s going to be the little map. And then you’re going to continue scrolling under that map and you’re going to see the actual organic listings, which they’ve been historically 10 listings that fit right there. And then after those 10 listings, you will have another section of ads which can be as little as one or two and can be as many as four. So again, let’s break it down. Local service starts at the very top search that’s underneath that search ads can be also anywhere between. One to four. Then you have the local park and then you have the organic search results, which are 10, and then you have another set of ads.

Liel: [00:15:59] And then right now, as of now on your mobile phone, then there is like a little button with an arrow that says, see more or something along those lines. Yeah. And only after you click on it, it kind of loads what would be page number two, right? Right. And then it will kind of like repeat on itself. But here are the differences. You don’t see again the local survey sites. Now you see. Search. You see search results. You don’t get to see the local park again. I don’t see that very frequently that the local park or the local service that show up again, I’ve never seen the local service that show up again when you click that little button. And so basically, Grace, what you’re saying here is that it’s going to be called continuous scroll because the new version of the Google mobile search experience is going to be you don’t have to click on anything. It just keeps on going pretty much like your Facebook timeline, right? It never ends, right? It never ends. You’re just, you know, like, think about yourself when you’re going through Facebook and you’re just scrolling through your timeline and there is just no limit on how much you can scroll. You’re never going to end up to. You’re going to never going to come to a point where there is no more content to show you. Facebook is going to keep on going and going and going. But what you said there, Grace, it’s true. Google, it’s not calling it infinite, infinite. It’s calling it continuous because you can only scroll that way until you basically have gone through what would be the equivalent of the first four pages of results. Am I correct there?

Grace: [00:17:52] That’s correct. And it’s telling you specifically, it’s not changing how position reporting works in the search console. So for those of us that obviously follow analytics and things like that, I think it’s important to understand that your position and the where you are on the page doesn’t change. So it’s still the same

Liel: [00:18:11] Super, super good point. What does that mean? Is that now it doesn’t. If you know you’re now showing after the first thin organic results, say you your position 11 or 12 or 13. It doesn’t mean that you’re now like, Oh, I’m now, I made it to the first page. Now you’re still not the first page, you’re still in position number 11, which would fall on page number two, right? And the only difference now is like the amount of scrolling that goes in that needs to be put on before your actual listing shows up. So Grace, just from hearing this, I want to see, you know, how do you feel about it? Do you think are there losers, winners here? What’s your temperature on this?

Grace: [00:19:02] So it’s funny because I’ve ever since the beginning. I like information, right? So I’ve always gone past Page one. Always. Just that’s my my own nature of looking at things. And then I’ve noticed over time doing split a b tests and on emails and certain landing pages and things like that that people have trusted less and less the paid stuff. So they started scrolling a little further into the page, reading down a little bit more. And so content has always been king, in my opinion, and that includes even the way you kind of display or create your ad specific to the individual that’s seeing it. And so as long as it and it says it, your search results or your search results. But this, I think, might give opportunity to more people for the ad ranked situation. Why do I say that is because text ads, it says that now text ads can show at the top of the second page and beyond, but fewer text ads will show at the bottom of each page, and there is no change to how shop shopping and local ads show. But this is the ad rank and so the that specific type of ad, it may open up an interesting situation for those people that have typically on mobile been on the more results side of things because I feel like they may, they’re going to potentially get clicked on more as people get that continuous scrolling situation. So if you’re in the first four pages, you may have a better chance at this point now on a mobile device to pop up a little higher and increase your ad rank.

Liel: [00:20:39] If you’re a lawyer, consumer focused law firm, you’re probably care about mobile traffic the most right because it has higher intent. And what I think that I think aligns with what you’re saying there agrees. If you were to ask me here, we know winners and losers, I would say winner. One hundred percent organic listings that are not in page number one. That is just massive. Why? Because just the user, just from a user standpoint, the whole idea, just the psychology of going to page number two has had had some kind of like negative connotation to it. Right. Right? Like what? Would I want to engage with a business that it’s not on position number one? I sorry on page number one, and so that a little bit is been removed and now without much effort, without having to think about that, you can very easily see more options right from the same place where you start your search right? Or you just need to continue scrolling with your finger a little bit longer. And I do think people are going to be more enticed to just do that. See a little bit more. Who else if I move my finger a few more, swipe my fingers a couple of more times, what’s going to come up next? Right? And so I do think I do think this is opening up an opportunity, particularly in the space of personal injury. We’re getting to position number one has been difficult, right? Is going to open up an opportunity for law firms that are not there and not just for those that are in position in page number two, right? Even position.

Liel: [00:22:31] Page number one, if you are below position five, your click through rate like drops dramatically, dramatically. And so these new mobile experience, I think, lends itself more to potentially redistribute clicks throughout a wider range of listings. That’s my first. So for me, if I were to say who is the biggest winner, I think those listings that have not been able to make it up to the top five positions on organic, if you then ask me about ads, I would say search ads, super big winners, super big winners, because the frequency in which now search sites are going to be showing is far greater. Like now, every 10 listings, there’s going to be another block of ads being shown, and these are not going to be like the bottom page listings like you can if you were, say your position number one on the first page, like the first data showed up as the user continues to scroll and goes through the first 10 listings. And now it’s going to start seeing the other 11 to 20 listings they can see again, you’re at. And so now think about that because it puts you in a very advantageous position. What happens now is like, I’d just been seen right? The user just landed on the search results page. They’re not sure whether they want or not or not, right? So let’s let’s see.

Liel: [00:24:04] Let’s see, right? Just let’s see who else is in there. But then the ad gets served again, and now we’ve seen or shifts seen they’ve actually gone through some of those ads, some of the listings, and they may decide, you know what, like? This is a this is a good message, this is exactly what I need. I’ll go for the ad now from The Matrix from the analytic standpoint, what I what’s been mentioned by some experts who who have been in roundtables analyzing this? Yeah, it is true. Impression is going to go up in number of impressions. We’re going to go up because don’t remember. Don’t forget that your ad is old. You know, it’s considered as an impression the moment that Google actually puts that up, whether the user gets scrolls all the way down to it or not. And so now these endless scroll thing is going to lead to more impressions of your ads, which potentially may make your click through rate look diluted. And so I think we just need to be mindful about it. But I definitely think that search ads are going to be benefiting. So much about this, so much about this now. The losers, on the other hand, in my opinion, are local service states and local pack. Because, you know, while local service ads, they just have like their one moment of glory, that’s just right there at the beginning.

Liel: [00:25:26] And for some, local service ads may be an appealing proposition. Many users, they are, you know, they want to explore a little bit in local service that don’t seem that we’re going to get much more exposure than they’re already getting right now. And so unless Google does decides to also add additional impressions to the local service, such as that scroll keeps on going. I think they’re not going to be doing great now. If they do, if they do get more impressions, it will be interesting to see whether Google is actually rotating, who is actually showing on the first, on the first on the top of the first page or and then who would be showing up on what would have been page number two on the top? Now, obviously just part of the continuous scroll and local park again, right? Because like my point, right is like, you’ve you’ve seen the map already, right? You’ve seen the map and it was not you’ve continue scrolling. It was not interesting to you why Google will serve you again. The map, they will not good user experience. It won’t. Exactly, it won’t. And so that’s why I think Map may just become less relevant and more strategically relevant for those who are actually searching, you know, to pick a result from the map. So I think. Map is not it’s not it’s not a winner. Yeah, he’s not looking to win a lot out of this.

Grace: [00:26:52] I agree with you and there’s one comment I really do want to make about the whole thing, and that is a lot of people don’t realize that two 30 second ads. I’m just talking about TVs, commercials in general in two 30 second ads are much more effective than one 60 second ad. And in turn, that can translate perfectly to what Google is doing, which is those little bitty ads that popping up potentially popping up again because it’s part of your search. It’s going to be phenomenal for those are big winners for them.

Liel: [00:27:20] Yeah, yeah. Frequency frequency beats lent totally a hundred percent Grace,

Grace: [00:27:26] Very cyclical, psychological for people to see it multiple times because it’s one hundred percent. I see it. Oh, look, then they know I need that perfect. Let me click on it now. So, Grace,

Liel: [00:27:36] Let’s store takeaways. What? What are some good things here that we learn? We talked a little bit about conferences organizing for them, you know, organizing yourself after conferences. And then we talked a little bit here about some changes coming up on Google search. So.

Grace: [00:27:54] So my first takeaway let’s start with conferences, right? You know, we all know you’re supposed to pre-event plan a plan for the year during the event and post event planning, right? Well, try something new. I would say try something new in the sense that like, if you’re your typical process, is to take a picture of their business card input, the information, whatever it is, whatever your current process is, add a personal touch at the conference if you can, meaning get their cell phone number. If that’s how you operate and text them right, then and there, give them a little bit little tidbit about you, something a little personal so that they remember exactly who you are. And this is, you know, great for all its vendors, but also for attorneys. Right? I mean that in turn, for you, if you can make a personal note or a personal touch to your communications with your clients, it works the same way. So I think my take, my take away number one is add a little personal touch to these events that you go to, whether it’s network to network, lawyer to lawyer or even lawyer to consumer, you know, from the vendor side and from the law firm side. We try to make as many personal touches as we can, and our way of doing that is communicating in the method that somebody wants. So, you know, just take that for as you will, but try to add a little personal touch to your communications with anybody.

Liel: [00:29:16] Totally 100 percent. I would add to that one Grace that I think you should also give yourself a chance. Well, depending on the type of business that you are, what other vendors are doing or not may be relevant to you. But these regarding on whether other vendors can be also potential clients or not, you should definitely pay attention at what others are doing, right? I mean, you can get great ideas from there, and at the same time, you can also potentially get additional networking opportunities that may lead to finding more business, either within that particular vendor from what would that particular vendor has to offer or through the relationship that can emerge from there. So, you know, a good thing, and I say I’m going to say more kind of like from a personal standpoint, my first conference is that I went, I did. I was not paying a lot of attention at what vendors were doing. I was paying attention, but I was not necessarily getting involved much with other vendors. And I’ve gradually have understood that there is also a lot of value in in conversations, networking and most importantly, observing, right. You can see a lot of what happens of how processes in other organizations that are maybe competitors of yours go about their sales process, their service organization packages like. There’s a lot you can learn out of that, so it’s a great opportunity for that.

Grace: [00:30:41] It’s such an important point. I mean, it’s how you and I met, right? We’re both vendors at this show.

Liel: [00:30:46] I was exactly I was spying on you agrees. I was I was buying on the first versus spoon, and I say, I need to figure out what these guys are doing because a lot of people are coming by here and they’re talking to my neighbor. So I need to get I need, I need to get things together here.

Grace: [00:31:01] It’s such a good point. So reach out. Yeah. You know, we we as vendors that have been around the block a couple of times, you know, particularly us, we’ve been around quite a bit on both sides of the fence, you know, on the vendor and the lawyer side. So, you know, someone like us, that is so an important thing like reach out, people are more than happy to talk to you. I mean, we’ve been vendors, a lot of us have been vendors and part of these associations forever. So yeah.

Liel: [00:31:24] Grace, last one, if I may, I’m going to kind of like try to set the foundation for it and then you cannot do it whatever you feel. But if it wasn’t already clear enough that both SEO and Google ads together are a match made in heaven, now with this new mobile experience that. Google is planning on releasing over the next coming weeks, really law firms that are actually showing up organically on SEO and also are showing ads, whether those are local services ads, whether those are local campaigns or whether those are search campaigns, they’re stand up to win because as now we’re transitioning into user behavior that is lending itself more to scrolling more than what we’ve been used to. Up until now, that constant presence of your brand throughout that scroll is gone. You know what you’ve just said now? It’s like that frequency, like the power of someone seeing you three different times as they scrolled through one page or two pages is going to really make you stand out significantly. So I think Grace, we’re going to see a lot of user behavior change because of it.

Grace: [00:32:48] What do you think? I think you’re a hundred percent right. Intent is has they’ve always said that intent is the most important thing. And if the intent meaning the behavior when they’re going scrolling through and the intent is to find something for themselves and they’re served up ads multiple times and then they click on it. Guess what? You won? So, you know, keep doing what you’re doing. If you’re showing up in terms of content multiple times for questions that people are asking, because that’s what Google wants to serve up. And that includes the ads or particularly because of the ads. But your organic results are now going to have I mean, they always have, but now even more so, you’re going to play into the fact that your ads that you have out there are going to be served up multiple times if that’s what they are looking for. So yes, I agree.

Liel: [00:33:32] Yeah. And the theme here is that both ads in organic listings are both helping each other to present you as more authoritative. Right, exactly. If you’re I chose opposition number one on the on the page. People may still be hesitant and say, you know, you know, advertisers, you know them paid then, but then they scroll and they see you again in position number two or three and they say, Huh. So, you know, these guys actually walk their talk because not only their show up here, but they’re showing up here again. And guess what? I scroll a couple of more times and they’re there again. So in the mind of the user is like, Who should I go with the guys that I see three times or the guys that I’ve just seen and didn’t even recognize them? Grace, great conversation. But we have to go. And the great news is that we will be back next week and I’m looking forward to it.

Grace: [00:34:25] Same next week, another show. Right?

Liel: [00:34:28] Take care. You too. Bye. Bye bye. And if you like our show, make sure you subscribe. Tell your coworkers. Leave us a review and send us your questions at: ask@incamerapodcast.com. We’ll see you next week.

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