Marketing School - Digital Marketing and Online Marketing Tips

In Episode #161, Eric and Neil discuss the 7 elements of an effective marketing report. The marketing report reflects the health of your business and is a great sending base to inform that next step. Tune in to find out WHAT you need to assess and HOW to gather that information, in order to have that clear assessment of how your business is doing.

• 00:27 - Today’s topic: 7 Elements of an Effective Marketing Report
• 00:45 – First, have high-level goals
  • 01:08 – Have a different kind of threshold
  • 01:24 – “Have your targets laid out so it is easier for people to digest”
• 01:31 – Second, look at the growth
  • 01:47 – Examine your growth weekly
  • 03:25 – Assess how to calculate your growth properly—don’t just look at the total visitor count
  • 04:28 – The growth rate should be staying the same, if not increasing
• 04:39 – Third, use simple, report tracking tools, like Cyfe, and connect it to your spreadsheet report in order to pull data
  • 05:27 – GA data grabber helps you to pull reports, too
• 05:50 – Fourth, track the lifetime value of the customer and the cost to acquire new customers
  • 06:15 – You need a metric
• 07:11 – Fifth, look at your revenue churn and customer churn
  • 07:28 – Lincoln Murphy’s How Much Churn is Acceptable
  • 07:47 – Ideal churn is less than 10% a year
• 08:30 – Sixth, Neil shares the time he talked to Ryan, from HubSpot
  • 09:16 – Add your total headcount in your marketing report
• 10:18 – Lastly, the net promoter score allows you to measure the sentiments of the customers
• 11:12 – That’s it for today’s episode!

1. Have a clear and simple goal which is easy for people to understand.
2. Do NOT miscalculate your growth or it will lead you to a wrong impression of your business’ health.
3. Quantifying customer satisfaction is IMPORTANT – know and understand your supporters and detractors.

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In Episode #160, Eric and Neil discuss the 7 tips that will help you improve the reach of your podcast. Starting a podcast is not easy and improving its reach requires putting in some work. Tune in to learn tips and strategies such as growing your network, changing up your headlines, and maximizing off the traffic you get on iTunes.

• 00:27 – Today’s topic: 7 Tips to Improve the Reach of Your Podcast
• 00:35 – #1: Have a following and email list AND push your content out to your channels
  • 00:48 – Eric uses a podcasting host called, “List It” to push to multiple channels
  • 01:15 – Email blast has also been effective for Eric and Neil
• 02:30 – #2: Show every single episode that you have recorded
  • 02:50 – Eric uses MeetEdgar to schedule his posts
• 04:04 – #4: “The headlines really impact how many downloads a podcast gets”
• 04:13 – Copyblogger headline formula can give you templates to create attractive headlines
  • 04:32 – Fortune’s headline generator also helps
  • 04:36 – TitleCapitalization will fix your headline
• 04:57 – #5: If you have a podcast, have a blog, too!
• 05:48 – #6: The more ratings and reviews you have, the more you will get
  • 06:18 – If you can get more traffic in iTunes, use it to get more views!
  • 06:30 – Mention in your podcast to leave a review and rating
  • 06:48 – Tim of LeadPages made The Marketing School’s intro and outro
• 07:20 – #7: Cross Promote
  • 07:40 – John Lee Dumas has a great community called The Podcaster’s Paradise
  • 08:10 – Share in a podcasting community to grow your network
• 08:15 - That’s it for today’s episode!

1. Be in multiple channels and improve not just your content, but your headlines as well.
2. Get feedback and ratings from iTunes—it can boost your traffic significantly.
3. With the growing number of podcasters, it is much easier now to share, connect, and help one another.

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In Episode #159, Eric and Neil discuss what you need to know about digital marketing before investing your time and money. Listen as they explain the benefits of zeroing in on one channel over time and more first hand advice about how to tackle digital marketing for yourself as opposed to outsourcing to an agency.

• 00:28 – Today’s topic: What You Need to Know About Digital Marketing Before Investing in It
• 00:50 – First is to get a high level view of what is going on
• 00:57 – There are a lot of YouTube videos available, like the one from HubSpot
• 01:30 – Know what your goals are and be clear with your target
• 01:51 – Figure out what channel you want to tackle first
  • 02:02 – Neil’s focus is content marketing
  • 03:00 – Neil wants to use YouTube
  • 03:58 – Neil shares how he still maximizes on Facebook, even after he stopped spending money on it
• 04:30 – “Focus on one channel at a time and focus on things that work”
• 05:29 – Neil only does a few channels at once
• 05:49 – NeilPatel.com has been around for 2 years and Neil is focused on content marketing
• 06:40 – If you haven’t figured out your foundation for the different channels you’re running at once, it will slow you down
• 07:45 – Success takes time
• 08:07 – Eric shares how he grows “Growth Everywhere”
• 08:26 – Everything compounds in time
• 09:00 – Neil advises to not hire an agency on your first year
  • 09:05 – If you can’t figure out traction on your own, your agency is going to just spend all your money before they figure things out
  • 09:34 – You don’t have to be an expert – work to figure out the basics on your own
• 09:47 – That’s it for today’s episode!

1. Don’t go into multiple channels at once – pick one at a time, conquer it, and be the best at it.
2. All good things take time when it comes to maximizing on a digital marketing strategy.
3. You don’t have to be an expert – just be technical enough to figure out the basics on your own.

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In Episode #158, Eric and Neil discuss a how long it actually takes for SEO to work. Having the right expectations in mind will help you as you wait for results. Tune is as Eric and Neil discuss their own experiences with SEO and the techniques that you can do now to boost your traffic.

• 00:28 – Today’s topic: How Long it Takes for SEO to Work
• 00:35 – For a brand new website, it takes 6 months to 1 year. For an established website, it can take 6 months or more to get ranking.
• 00:50 – Neil shares his website’s ranking as an example
• 01:45 – It took Neil 9 months for him to see a decent ranking
• 02:00 – The search traffic goes up slowly
• 02:39 – “It takes good placement to see traffic”
• 02:53 – Eric shares his own experience with SEO
• 03:12 – Eric decided to buy a decent age domain
• 04:00 – Eric made a lot of adjustments with the domain and their website traffic went from hundreds to millions
• 04:54 – Redirecting an old domain to a new domain helps
• 05:03 – Having high brand keywords increases traffic
• 06:28 – Have an on-page SEO set up right
• 07:30 – There’s a lot of SEO consultants available and don’t be afraid to approach them if you’re not confident enough setting up SEO
• 08:19 – SEO takes time and effort, so be patient
• 08:27 – That’s it for today’s episode!

1. There are no shortcuts in SEO, so BE patient as it takes time and effort to see the results.
2. To get that traffic, you need to focus on having a proper on-page SEO setup.
3. Do NOT be afraid to ask the experts—it’s better see real results than to overestimate your abilities.

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In Episode #157, Eric and Neil discuss whether guest posting is irrelevant or still effective. Guest posting today works differently than it did before – its main ROI is not to build links, but to deliver value and drive those leads. Listen as Neil and Eric discuss how to best utilize guest posting for your marketing needs.

• 00:28 – Today’s topic: Is Guest Posting Still Worth It?
• 00:44 – Guest posting is posting on other websites for link building purposes
• 01:30 – It’s still worth it
• 01:48 – Before, guest posters get author accounts
• 02:00 – Now, if you’re given an author account, it will be in a sub-page without indexes
• 02:32 – DON’T waste your time guest posting for links anymore
• 02:41 – Focus on guest posting to drive leads
• 03:13 – Neil talks about his friend, Jason, who specializes in guest posting
• 03:57 – You will see little to no results on your first 6 months of guest posting
• 04:00 – It takes a year to get traction
• 04:29 – Eric shares an article he wrote about YouTube advertising
• 05:33 – Guest posting has it’s ROIs
• 05:53 – Focus on delivering value
• 06:19 – Yields from guest posting will definitely take time
• 06:41 – That’s it for today’s episode!

1. Guest posting is STILL relevant as a marketing tool.
2. Do NOT focus on link building – it’s about driving those leads.
3. Make sure you are delivering VALUE in your posts.

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In Episode #156, Eric and Neil discuss a valuable opportunity that is worth considering for your team and business—hiring marketing interns. Listen as they reveal the benefits of hiring interns, tips and tools that can make the hiring process easy, and factors you should consider while looking for the next best fit for the company.

• 00:28 – Today’s topic: How to Hire Marketing Interns
• 00:40 – “The people that are really hungry [to learn]; sometimes, they end up being the best hires”
• 00:43 – Having a long-term internship program will be good for a business
• 01:03 – Use Craigslist or a tool called Workable to keep your hiring process simple
• 01:10 – First, create a good job description
• 01:19 – Eric uses Spark Hire, which allows video interviewing
• 02:38 – Neil uses Elevation Scholars to offer marketing scholarships
• 03:17 – Neil lists his requirements for the marketing scholarships he offers
• 04:59 – Neil pays for their interns’ services
• 05:15 – Take your interns to training
• 05:34 – Help them grow and pay them at the same time
• 06:11 – Make sure there is a “light” in your program
• 06:28 – Constantly give your feedback
• 06:46 – Target websites about career change to promote your search
• 07:26 – Use 15Five to setup automated feedback for your interns
• 08:08 – Be supportive to your team
• 08:17 – That’s it for today’s episode!

1. No need to reinvent the wheel—use the online tools available to you for your hiring and selection process.
2. Do NOT focus solely on talent alone, consider the person’s character too.
3. Give training and constant feedback—interns need your direction.

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In Episode #155, Eric and Neil talk about 7 creative marketing tactics that you ought to be leveraging. Tune in to discover the online tools that will work for you and the tactics you need to keep your content one step ahead of your competitors.

• 00:28 – Today’s topic: 7 Creative Marketing Tactics that You Ought to be Leveraging
• 00:37 – #1 Use TurboDial to collect phone numbers of visitors on your website
  • 00:56 – Send TurboDial a signal to send a text message to the person
  • 01:30 – You can program replies when a person responds to your text
• 02:09 – #2 Make your stuff is available for pirates on torrent sites
• 02:52 – #3 Use exit pop-ups
• 03:17 – #4 Make sure your funnel is congruent with your client’s interests
• 04:13 – #5 Go to BuzzSumo and find out which of your competitors’ posts are going viral
  • 04:21 – Ahrefs will also show you your competitors’ most popular posts
  • 04:29 – Take the post’s URL and put it into Twitter search to show the top users sharing the content
  • 04:37 – Write something similar, but better, then start emailing the users about your content
  • 05:15 – When they respond, ask them what you can do for them and make a P.S. about sharing your content
• 05:35 – #6 Have a content creation checklist or learn about content repurposing
• 06:34 – Google “content repurposing workflow”
• 06:44 – #7 With remarketing, put your pixel in your email signature
• 07:35 – That’s it for today’s episode!

1. Make your content available for pirates – let them do the work of spreading the word for you.
2. Use exit pop-ups, they are triggers for opt-ins.
3. Keep an eye on your competitor’s posts, create betters ones, and share them with the people who are engaging with your competitor’s content.

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In Episode #154, Eric and Neil teach entrepreneurs how to get started with Faceboook Ads. Facebook Ads have proven to be a really effective tool to grow conversion and traffic. Business owners are now able to customize more of their ads on this platform without needing to be technical. Listen as Neil and Eric provide you with great advice on how to get started with Facebook Ads.

• 00:28 – Today’s topic: How to Get Started with Facebook Ads
• 00:48 – Boosting your posts
• 01:04 – Digital Marketer’s Podcast episode on boosting posts has in-depth information on the topic
• 01:18 – Boost what gets people engaged or what you want
• 01:34 – Boosting does NOT have to be expensive
• 01:54 – Neil loves to spend on page likes
• 02:14 – Spending money on likes is like building your own platform
• 02:37 – Targeting your audience on geographic location, interests, etc. doesn’t work well unless you have an email list similar to it
• 03:22 – Build lookalike audiences
• 03:40 – Use Google Tag Manager to set your pixels
• 04:37 – Don’t do complex stuff just yet
• 04:47 – FIRST, use Facebook traffic for brand awareness
• 05:24 – AdEspresso has ads templates which you can pull ideas from
• 05:48 – HelloBar is a tool you can use to collect more page likes
• 05:51 – That’s it for today’s episode!

1. Start with the simple ads and prove its effectivity BEFORE trying out complex ones.
2. Do NOT forget to set-up yours pixels, first.
3. Facebook ads can be used for different purposes – not just for conversions.

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In Episode #153, Eric and Neil discuss the 4 steps to get started with RSLA (Remarketing Lists for Search Ads). RLSA allow you to target your past website visitors to open up more possibilities for marketing and promotion. Listen to find out how you can set-up your RSLA to start benefitting from this feature ASAP.

• 00:28 – Today’s topic: 4 Steps to Getting Started with RSLA
• 00:36 – RLSA (Remarketing Lists for Search Ads) is a feature that lets you customize your search ad campaigns for people who have previously visited your website
• 00:50 – The idea is to target people who visited your site before and are searching for something similar in Google
• 01:24 – The 4 Main Steps to get started with RSLA: Pixeling your audience, create content, keyword research, and setting up in Google Adwords
• 01:36 – PIxeling is very easy – just add the pixel code to your account
• 01:46 – If your content is NOT relevant to buyers, you will get a ton of traffic without conversion
• 02:12 – KissMetrics is an example
• 03:00 – Being too broad in your content will get you irrelevant traffic
• 03:33 – Use a Google Keyword tool or SEMRush for your keyword research
• 04:03 – After you setup your keyword permutations, you can retarget people who already purchased with a separate brand campaign
• 05:13 – RLSA allows you to do more advanced marketing strategies
• 05:35 – That’s it for today’s episode!

1. RLSA allows you to target past website visitors who are searching for similar things on Google.
2. Avoid irrelevant traffic by making your content RELEVANT to your target audience.
3. RLSA enables you to set-up advanced strategies for your remarketing.

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In Episode #152, Eric and Neil tackle the Google Analytics metrics that you should be tracking for your business. Listen to discover the metrics worth monitoring on a weekly basis that will help you improve your conversion rates. Understanding your metrics will also help you find and address your problem areas to better optimize your website’s performance.

• 00:28 – Today’s topic: Which Google Analytics Metrics Should You Be Tracking?
• 00:35 – It’s important to track your conversion rates
  • 00:46 – This tells you how well your website is performing
• 01:07 – Look at your traffic from the last 7 days and do week by week comparison
  • 01:19 – You should be getting more traffic from the previous week
  • 01:25 – “You will not always hit those goals but you’ll see which channels are moving down”
  • 01:30 – Figure out strategies you can use to address the metrics that went down
  • 02:03 – The week by week indicator should show you results of whether you’re doing better or worse
• 02:06 – Look at the value of certain landing pages
  • 02:11 – Make sure you have setup value for your goal conversion setup
  • 02:33 – The key is to be able to know how much your page is worth
• 02:56 – Check your Google Analytics > Audience > Behavior > Engagement
  • 03:05 – A chart regarding how long people are staying on your site will show up
  • 03:12 – Most users will be on the 0-10 second range
  • 03:19 – Improve usability and flow of your site to make visitors stay longer
• 03:42 – Track your bounce rate and keep it as low as possible
• 04:20 – “Looking at your rates is a good place to start”
• 04:29 – Neil also looks at Behavior > Site Content > All Pages
  • 04:36 – This lists your most popular content
  • 04:45 – There are some pages that might just grow popularity and you have to monetize it
• 05:27 – Check out what your top traffic sources are
• 06:03 – Set aside time to assess your Google Analytics
• 06:20 – Make sure your Google Search Console is connected to your Google Analytics
• 06:49 – That’s it for today’s episode!

1. The metrics you should track vary from business to business – it isn’t one-metric-fits-all.
2. Looking deeper into your metrics will reveal relevant strategies you can use to improve your site.
3. Take time to study and analyze your Google Analytics every week.

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In Episode #151, Eric and Neil discuss how to prepare for Google’s first mobile index. Google has announced that starting January 1st, 2017, they will start indexing the mobile pages of websites. Google has also laid out the AMP framework to be used as a basis for a better mobile user experience. Listen as Neil and Eric share tips on how to optimize your mobile sites and the tools that will help you get it to its best.

• 00:28 – Today’s topic: How to Prepare for Google’s First Mobile Index
• 00:38 – Google’s focus is shifting more towards mobile
• 00:46 – Google came up with AMP (Accelerated Mobile Pages) framework which makes the mobile user experience a lot better
• 01:13 – AMP also has a carousel like the ones in the desktop version
• 01:23 – Make sure you use the AMP framework for your sites
• 01:37 – Get rid of anything obtrusive like pop-ups
• 02:18 – Make sure your website is optimized for speed
  • 02:28 – Google Chrome allows you to test how quickly pages are loading
  • 02:39 – Look at Google Chrome’s page speed and page speed tools
  • 02:46 – Pingdom is one tool that you can use to do a speed test
• 02:56 – Make your site more readable
• 03:21 – Setup filters and segments in Google Analytics report for mobile views
  • 03:29 – Look at the report on engagements and it will show how much time a visitor is spending on your site before they exit
  • 03:46 – Keep an eye on the mobile visitors and readers, adjust and tweak your user interface, and design changes until your visitors stay longer
• 04:20 – A responsive design is key
• 04:28 – Run structured data tests for different URLs
• 04:42 – Use a Googlebot to test if your canonical links are accessible
• 05:00 – That’s it for today’s episode!

1. Use the AMP framework as the basis for your mobile sites.
2. Remember to make adjustments to your UI and design for the best user experience.
3. Make sure your pop-ups, notices, and ads do NOT take up more than 30% of the screen—otherwise, it will be considered obtrusive.

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In Episode #150, Eric and Neil discuss 7 ways to get people to show up to your webinar. Webinars require planned marketing to get qualified leads to participate. Unlike podcasts, your webinar’s success depends on the number of people who show up. This is why it is of the utmost importance to make sure your attendance is high. Tune in to learn the tips and strategies you need to skyrocket your webinar show up rates.

• 00:27 – Today’s topic: 7 Ways to Get People to Show Up to Your Webinar
• 00:34 – Make sure you are emailing people inviting them to your webinar
  • 00:58 – Email works because people are busy and tend to forget
• 01:10 – Collect phone numbers from webinar registrations
  • 01:13 – The lead is more qualified if they’re willing to get more information and stay committed
  • 01:25 – An SMS provider like Twilio that is integrated to your webinar can send SMS reminders before the webinar starts
• 01:51 – Third, use social media ads
  • 02:29 – You can retarget people based on their behavior
• 02:31 – Fourth, don’t make your webinar available too far in advance
  • 02:57 – The closer your registration is to the start date of your webinar, the higher the attendance rates
• 03:39 – Use repeating webinars, and tools such as WebinarJam or EverWebinar
  • 04:06 – Go to Neil’s website to check his repeating webinar
• 04:35 – Sixth is an indoctrination video
  • 04:40 – A video showing people what to expect and what will be valuable to them
  • 04:53 – Add a “thank you” video on the “thank you” page and ask them to complete a survey
• 05:30 – Lastly, hit your social media channels and do joint webinars
  • 05:35 – HubSpot does joint webinars
• 06:07 – That’s it for today’s episode!

1. Having people sign-up for your webinar is easy; however, the real challenge is getting them to show up.
2. Your webinar has to be of SUBSTANCE so people can’t bear to miss it.
3. Utilize different online tools to get people to show up to your webinar.

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In Episode #149, Eric and Neil discuss how to create a first-class case study. Tune in to discover the ins and outs of a well-designed case study and how case studies will boost your marketing and draw in those quality leads you’ve been needing.

• 00:27 - Today’s topic: How to Create a First-Class Case Study
• 00:40 – It is important to have a data that stands out
• 00:55 – Be specific with numbers
• 01:19 – Start your case study with the result
  • 01:30 – If you’re doing an SEO, start with the results
  • 01:48 – Neil’s sample headline is “Neil took me from $600K a year to $15M a year”
  • 02:00 – Break down the solution
  • 02:20 – Show people how they can do it too—not just screenshots
  • 02:58 – Break down the form fields into multiple steps to get to the most relevant leads
• 04:11 – Conversion-Rate-Experts.com has in-depth and well-designed case studies
• 04:30 – Find a good presentation or PDF design with Dribbble and 99designs
  • 04:40 – Neil was paying $20,000 a month for CRO services
  • 05:10 – They created a lot press and got great leads
  • 05:25 – Case studies can be left open
  • 05:48 – “They key is not getting a lot of leads, it’s getting quality leads.”
• 05:50 – Look at your competitors case studies
• 06:05 - That’s it for today’s episode!

1. Thoroughness in a case study is what drives the most qualified leads.
2. Data is the most significant part of a case study – make sure it stands out and is executed well.
3. Look at the case studies of your competitors to give you a starting point for your own format.

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In Episode #148, Eric and Neil discuss 7 ways to get more people to open your emails. Tune in to find out how tweaking and adjusting your subject line can lead to a higher open rate. In addition to this, Eric and Neil also stress that providing consistent, high quality content plays a huge factor in maintaining high open rates.

• 00:27 - Today’s topic: 7 Ways To Get More People To Open Your Emails
• 00:41 – The open rate with the subject “Hey!” is 60%
  • 00:48 – Invokes curiosity
• 01:12 – Add RE: to the subject line
  • 01:32 – Open rate goes up at least 10%
• 01:37 – Add the receiver’s name on the subject line
• 02:25 – The line “[First name], I need a favor….Can you help me?” works well
• 02:40 – Telling the receivers that the deal is “Starting now” or “Almost expiring”
  • 02:50 – The last minute signups for webinars are from those types of emails
• 03:23 – Use different email sender names
• 03:57 – Add the question “Are you joining us?” on the subject line
• 04:40 – Don’t copy other email templates
• 05:08 – Use an appealing pre-header
• 06:03 – That’s it for today’s episode!

1. Be creative—always adjust your email template making it new and original.
2. Tweak and test different email headers and see what works for your campaign.
3. Having a high open rate doesn’t always equate to high sales – focus on delivering consistent, quality content.

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In Episode #147, Eric and Neil discuss the how, when and why of rebranding. The decision to restructure your brand requires a lot of upfront deliberation and Eric and Neil walk you through that very discussion. Tune in to find out the scenarios in which you SHOULD rebrand and how to make that transition as smooth as possible for your existing clientele.

• 00:27 – Today’s topic: How, When and Why to Rebrand Your Business
• 00:36 – Moz (formerly known as SEO Moz) took the “SEO” out of their name to show they were branching out in other fields
• 01:01 – There’s a lot to consider with rebranding such as site migration
• 01:18 – Neil doesn’t like rebranding
• 02:13 – What is your reason to rebrand?
• 02:17 – “Think about what people are coming to you for”
• 02:46 – Neil shares about Coca-cola’s rebranding
• 03:10 – Is the audience open for rebranding?
• 03:38 – Rebranding can also mean changing your image
• 04:10 – Burberry changed their endorsements and, in turn, changed the image of their brand
• 04:36 – Target used to be a discount store, but changed how they do business which resulted in a change of their brand
• 04:57 – Eric mentions how his co-founder manages his own branding
• 05:31 – Slowly transition your audience as you do not want to lose your current audience
• 06:32 – Description of Single Grain before Eric came in
• 07:09 – Have a healthy balance from the old brand to the new one
• 07:23 – Survey your audience to know if you’re on the same path
• 07:58 – Changing your domain name will likely have you lose some traffic
• 08:18 – That’s it for today’s episode!

1. First, you need to assess if a rebrand is necessary and advantageous for you.
2. Rebranding is not only about changing the look or name of your business – it can be done by changing your processes or endorsements.
3. Transitioning does NOT have to be done quickly – give your audience time to transition WITH you and your business.

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In Episode #146, Eric and Neil teach us how to migrate a website. Whether it’s for a redesign, server improvement, new services offered, or overall better customer experience—at some point, you’ll need to migrate your website to a new one. Tune in as Neil and Eric walk us through the steps of website migration and as they offer us valuable tips to make this process stress-free and easy.

• 00:27 – Today’s topic: How to Do a Website Migration
• 00:33 – Why migrate a website?
• 01:02 – You’re usually migrating servers as well
• 01:34 – Make sure you have a backup of your website
• 01:51 – Duplicate your site to the new server
• 02:04 – Have everyone check both sites
• 02:25 – Use a tool like Screaming Frog to crawl your website and see what’s happening on the old site
• 02:51 – Redirect the top pages to the most relevant pages
• 03:52 – Be careful when redesigning your website as you migrate your website
• 04:29 – Neil mentions a story from Eric’s website migration
• 04:58 – Have the right structures in place
• 05:28 – Neil tells his share of website migration errors
• 06:29 – That’s it for today’s episode!

1. Before making any changes, decide if website migration is the right thing to do.
2. Creating a backup or having website duplicates should be your FIRST step before migrating.
3. Remember to test everything first before redirecting people to your new website.

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In Episode #145, Eric and Neil teach us how we can do an SEO audit using Google Search Console. Since SEO plays such a valuable part in our content marketing, we need to tighten our SEO campaigns and understand how they work. Learn more about how you can best utilize your audits from Google Search Console and make the changes that drive more traffic to your website faster and more efficiently.

• 00:27 – Today’s topic: How to Do an SEO Audit Using Google Search Console
• 00:32 – Make sure you have Google Analytics and Google Search Console installed
  • 01:02 – Both are free to install
• 01:50 – Login to your console, then add and verify your website
• 02:04 – Go to search traffic and search analytics and sort by pages
• 02:28 – Tick box on clicks, impressions, position, and click-thru rates
• 02:56 – Change the ticked box from Pages to Queries
  • 03:02 – It will show you all the queries that are driving you traffic to that page
  • 03:12 – Look for the ones that have high click-thru rates and low position
  • 03:27 – See what percentages are higher than normal
• 03:47 – Make sure keywords are in your page, title tags, and meta descriptions
• 04:06 – Look at what you have in the search appearance section
• 04:13 – Have your AMP (Accelerated Mobile Pages) set up to create a better experience for your visitors
• 05:05 – Have a sitemap for your website
• 05:25 – Check crawl and crawl errors to find out where Google finds errors
• 06:39 – A CDN (content delivery network) solution helps people and Google can access your website faster
• 07:09 – The search traffic section lets you see linkings to your site
• 07:23 – Explore tools like Ahrefs, SEM Rush and Moz if you plan to pursue SEO
• 07:37 – Look at your top linked content and check in with people linking to you
• 08:10 – Look at your traffic in the past 90 days
• 08:35 – Look for missing, duplicate, and short title tags
• 09:27 – That’s it for today’s episode!

1. Google Analytics and Google Search Consoles are essential tools for SEO audits and they’re free!
2. Keywords are of the utmost IMPORTANCE – remember to spread them in your content, metadata, and title tags.
3. Double check your crawl errors and fix them so people can access your website faster.

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In Episode #144, Eric and Neil discuss the 7 creative ways to increase Google ranking. Making your website appear on Google’s first search page is extremely advantageous for marketers, but achieving that rank and maintaining it is where you need to put in the work. Tune in to know how you can successfully increase your website’s Google ranking and the tools that will help you achieve this goal.

• 00:27 – Today’s topic: 7 Creative Ways to Increase Google Ranking
• 00:40 – First, Google Hummingbird
  • 00:55 – Use a tool called MarketMuse
  • 01:38 – Neil shares why MarketMuse is effective for him
• 02:00 – Second, update posts consistently
  • 02:38 – Revives and increases traffic significantly
• 03:18 – Third, look at your bounce rate
  • 03:50 – Check which pages have a terrible bounce rate and improve those pages
  • 04:15 – Having a lower bounce rate will increase google ranking over time
• 04:38 – Fourth way is by content flipping
  • 05:18 – Flip a content ranking using a canonical tag
• 05:35 – Fifth way is through branded queries
  • 05:52 – Google is looking at branded signals
• 06:48 – Sixth is looking at click-thru rates
  • 06:50 – Better titles means better click-thru rates
• 07:10 – Lastly, make sure your website mobile compatible
  • 07:35 – Use an AMP framework for more search traffic
• 07:41 – That’s it for today’s episode!

1. To make your website rank well on Google, you have to know which tactics work best.
2. Branded queries play an important role in your ranking.
3. People are using their smartphones way more than their computers; therefore, mobile compatibility is not just an option, it’s a NECESSITY.

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In Episode #143, Eric and Neil discuss how to map out your marketing funnel. Tune in to discover the importance of knowing how your funnel affects potential customers, how to troubleshoot questions they may have along the way, and how to make a logical sequence that converts. Eric and Neil drop specific tools, tips, and sources that will help you map out your funnel to take it to that next level.

• 00:27 – Today’s topic: How to Map Out Your Marketing Funnel
• 00:35 – A marketing funnel consists of the steps a customer takes going through your website
• 01:13 – The possibilities are endless depending on your business type
• 01:30 – Most people design a website for people to buy something, but sometimes your customer is not ready to buy
• 01:50 – List out all the possible scenarios that someone could end up going through BEFORE actually buying your product
• 02:00 – Use a tool called gliffy.com and MindMeister.com
• 02:40 – Google “autopilot lead nurturing sequence”
  • 02:54 – Autopilot increases MRR just by adjusting nurture sequence
  • 03:08 – For more information, Frank Kern discusses contingencies on his Youtube channel
• 03:20 – Different behaviors of website visitors need to be mapped out
• 03:48 – Eric shares how you can lead your visitors to buy without asking
  • 04:12 – There should be a logical sequence
• 04:35 – The marketing funnel should be never ending
• 05:26 – Plan out every single scenario
• 05:59 – You can align your funnel internally with your Facebook ads funnel
• 06:51 – Different traffic channels need DIFFERENT types of funnels
• 07:28 – That’s it for today’s episode!

1. Mapping out your funnel can track your visitors’ activities and help you gauge the effectivity of your campaign.
2. Each traffic channel draws a unique audience who may behave differently than the next channel—design your funnels according to the channel.
3. Find out what your customer is thinking in each step of the funnel so that you can respond accordingly.

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In Episode #142, Eric and Neil discuss the 7 tools that can help you in marketing design. Tune in to discover some of the best online tools that provide you quality images and designs for your marketing campaign that are both easy-to-use and affordable.

• 00:27 – Today’s topic: 7 Tools to Help You in Marketing Design
• 00:46 – First tool is Canva
  • 00:52 – Currently has around 10 million users
  • 01:00 – Pre-made templates, designs, and dimensions are available for specific social media platforms
  • 01:18 – Very easy to use and intuitive
• 01:49 – Second tool is Balsamiq for a non-techy person, you can drag and drop
• 02:33 – Third tool is 99designs
  • 02:53 – Inexpensive option
  • 03:00 – An alternative is DesignCrown
• 03:09 – Fourth tool is infogr.am
  • 03:20 – Create infographics at an affordable price
  • 03:29 – Has cool and interactive graphics you can embed within blog posts
• 03:52 – Fifth tool is InVision App
  • 04:15 – Allows you to collaborate different design projects
• 04:36 – Sixth is Fiverr
  • 04:48 – Easy to use and turn-around time is just a couple of hours
  • 04:54 – Upwork is an alternative to Fiverr
• 05:03 – Last is Pablo by Buffer
  • 05:11 – Good for social or blog images you need to get done quickly
• 05:33 – That’s it for today’s episode!

1. If you feel like you’re in a creative rut, there are many designs available online.
2. Creating or making changes to your marketing design does NOT have to be expensive.
3. There are several easy-to-use, high quality, graphics and templates available online to make designing easier for marketers.

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In Episode #141, Eric and Neil discuss the ways you can make changes to your website without the help of developers. Tune in to know that you do NOT have to be a technical person to know the ways around your site and to use the tools that can help you make the changes you need.

• 00:27 – Today’s topic: How to Make Changes to Your Website Without the Help of Developers
• 01:06 – Google Tag Manager allows you to make adjustments to pixels
• 01:46 – Segment.io is a paid alternative for Google Tag Manager
• 02:09 – The key is to make changes without having to wait for your developers
• 02:42 – Neil wants to make a few small changes without having to rely on developers
• 02:49 – Optimizely, Visual Website Optimizer and Crazy Egg have A/B testing with WYSIWYG tools
• 03:57 – Google Tag Manager allows you to use other tools within your website
• 04:16 – Watch tutorials of Google Tag Manager Trainer in Youtube
• 04:58 – Try to get your developers to use WordPress to put up your content as Wordpress is very user friendly
• 05:35 – That’s it for today’s episode!

1. You do NOT need a developer to make changes to your website.
2. Coding is not necessary to be able to touch up your website.
3. There are a variety of tools available online that will help you become self-reliant in making those changes to your site.

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In Episode #140, Eric and Neil reminds us why it’s very important to survey your audience. Listen to find out the most effective ways to survey your customers, the online tools that can assist you, and why it’s important to know WHO you are surveying to get the highest quality feedback for your company or product.  

• 00:27 – Today’s topic: Why You Need to Be Surveying Your Audience
• 00:44 – Check in with your audience
• 01:03 – Ask pointed questions and take the feedback
• 01:15 – Discern “signal” from “noise”—what points or opinions keep recurring?
• 01:52 – Use Qualaroo to ask people why they don’t convert
• 02:12 – Quantitative data vs qualitative data
• 02:50 – Make sure you ask a non-bias question and ask a large group of people
• 03:18 – Focus on solving areas that show problems first
• 03:30 – Analyze data in large quantities
• 03:43 – Use User Testing to ask people questions
• 04:08 – SurveyMonkey and Typeform are two more options
• 05:59 – Make sure the people you’re asking are relevant to your business
• 06:21 – Check out the Kissmetrics blog
• 06:35 – If you ask terrible questions, expect inaccurate feedback
• 06:50 – That’s it for today’s episode!

1. Surveys are done to generate feedback so you know what you need to change.
2. Qualitative data helps you understand why people did NOT convert.
3. Ask the RIGHT people to get relevant feedback. The right people are your ideal customers.

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In Episode #139, Eric and Neil talk about how you can create a culture of testing for your business. How important is testing for your business and product? Listen as Eric and Neil discuss from their experiences the benefits of continual testing, the tools you can use to help you, and why teamwork plays a huge role in creating this culture of testing that makes your business better.

• 00:27 – Today’s topic: How to Create a Culture of Testing
• 00:32 – Most companies have no real process for testing their business
• 00:44 – You have to create a testing process
• 01:00 – Have at least a project management tool like MS Excel, Trello or GrowthHackers Projects
• 01:53 – Check out Sean Ellis’ videos online
• 02:04 – Group people from different departments into teams so you can test the product internally
• 03:01 – Let members submit their ideas on how they can grow the company faster
• 04:09 – Experimenting is only a failure if you have no hypothesis—but, if you learn something, it’s a success
• 04:54 – Check out Amazon’s Two Pizza Team
• 05:39 – Create dashboards for your departments that show stats and data from tests that are continually happening with your product
• 06:45 – Test at least once per week
• 07:05 – That’s it for today’s episode!

1. Start building a culture of testing by creating a process within your company.
2. Involve your employees in the process and create an atmosphere that allows them to share their ideas.
3. Think about your hypothesis BEFORE you run an experiment to get the most out of the process.

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In Episode #138, Eric and Neil discuss whether or not direct mail is a fading marketing strategy. Listen as they discuss how targeting advertisements to the right demographic as well as being creative with your copy and message can be the strategies needed to save this older, tried-and-true method. 

• 00:27 – Today’s topic: Does Direct Mail Still Work?
• 00:35 – It’s untrue that direct mail doesn’t work anymore
• 00:41 – Russell Brunson from ClickFunnels is a great example of how well it works
• 01:07 – “Direct mail is NOT dead”
• 01:21 – Direct mail still works for businesses that cater to older people
• 01:48 – Direct mail needs to be creatively made to get someone to open it, otherwise it can be considered junk mail
• 01:57 – Neil describes an ad he got in the mail the other day that he actually opened
• 02:21 – Like a website, direct mail also has funnels
• 02:47 – Send a unique letter to get someone open it
• 03:00 – Have persuasive copy
• 03:10 – Neil is testing out a marketing strategy in the mail
• 04:14 – Consider your audience
• 05:37 – Be creative with your messaging inside your mail
• 06:50 – Target down your list to a small group so you can spend more money personalizing the mail ad
• 07:19 – That’s it for today’s episode!

1. Snail mail is NOT dead—you just need to be creative in your marketing.
2. It is ESSENTIAL to have creative and persuasive copy in direct mail.
3. Success in direct mail is dependent on approaching the right, target audience.

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In Episode #137, Neil and Eric discuss the importance of knowing how to control your crawl budget. Tune in to discover how the quality of your pages affects your crawl budget and, in turn, can directly influence the level of traffic to your website. 

• 00:27 – Today’s topic: Why and How You Should Control Your Crawl Budget
• 00:35 – The definition of a crawl budget
• 01:09 – “Every site has a limited crawl budget”
• 01:28 – Control what pages Google crawls and have them crawl your most important ones
• 02:02 – Make sure the Google Search Console is installed
• 02:50 – Consider removing low quality pages from your website or use robotstxt to block Google from crawling them
• 03:21 – Deleting content can sometimes increase traffic
• 03:35 – Look at impressions in your Google Search Console
• 04:11 – Link and direct more people to high quality pages
• 04:29 – WhitePages block off a lot of pages
• 05:03 – Check the crawl error section in your Google Search Console
• 06:20 – The faster your servers, the more pages are crawled
• 07:05 – That’s it for today’s episode!

1. A crawl budget is the maximum amount of pages Google crawls on your website.
2. Keep your high quality pages up and running, then FOCUS your energy on linking people to those pages.
3. Make sure you have a fast server so your website is crawled faster.

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In Episode #136, Eric and Neil list and explain the different ways you can validate your business idea for less than $100. Validating your business idea does NOT have to be expensive and these two experts will give you the tools you need to confirm that your idea is a great one.

• 00:27 – Today’s topic: How to Validate Your Business Idea for Under $100
• 00:35 – Tim Ferris’ validation on the 4-Hour Work Week on Google AdWords costed $50
• 01:09 – Use tools like Google Surveys and Survata
• 01:36 – Post an ad in Craigslist
• 02:43 – Use surveys in person or in video to get feedback
• 02:56 – Keep trying to get the best results
• 03:31 – Check Reddit and Quora
• 04:37 – Go to the INC5000 list and see what other companies are doing
• 05:13 – Look for companies in the same industry as yours
• 06:11 – Research the problems companies in your industry are trying to solve
• 06:30 – Look at Amazon and Ebay, if you’re selling consumer products
• 06:43 – Check Flippa and FE International to see what new online businesses are being sold
• 07:01 – Look at your market using Google Trends
• 07:48 – Use the Keyword Tool, Google Suggest and Google Keyword Planner to figure out search volume
• 08:00 – That’s it for today’s episode!

1. Use online tools available to you to find that validation.
2. Talk to people about your business idea and gauge their responses.
3. Look at the companies in your industry and find out what problems they’re trying to solve today.

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In Episode #135, Neil and Eric discuss the importance of quizzes to increase your leads. Tune in to discover how to create a short, well-made quiz that can increase your sales and how businesses today are taking advantage of this technique.

• 00:28 – Today’s topic: How to Use Quizzes to Increase Leads
• 01:36 – Quizzes should optimize for email collection
• 02:00 – Quizzes should match the offer
• 02:50 – Yuri Elkaim offers a lot in the health market and has implemented tons of quizzes
• 04:12 – Make sure you have at least 5 questions in your quizzes
• 04:30 – Use LeadQuizzes as a tool combined with Facebook ads
• 04:55 – Neil still uses quizzes in their funnel
• 05:10 – Revolution Golf also makes use of quizzes for their marketing
• 05:50 – That’s it for today’s episode!

1. The quiz should match and be consistent with your end offer—wrong leads means no sales.
2. Quizzes should NOT be long, but just the right questions to pique your customer’s interest.
3. Utilize quizzes by pairing it with other social media campaigns.

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In Episode #134, Neil and Eric discuss how to use Pinterest to drive more traffic and revenue. Tune in to discover the ways Neil, Eric and other entrepreneurs use Pinterest to drive more interest to their business at a low cost.

• 00:28 – Today’s topic: How to Use Pinterest to Drive More Traffic and Revenue
• 00:45 – You can advertise in Pinterest
• 01:06 – The clicks in Pinterest are cheaper than other platforms
• 01:31 – Neil found the article The Pinterest Traffic Experiment: I’m Up 2350% in 60 Days at HustleNation.com
• 01:48 – The tool BoardBooster that can boost boards in Pinterest
  • 02:54 – You can also automate pinning with BoardBooster
• 03:20 – Ezra Firestone Pinterest ads
  • 03:45 – Ezra made $41,000 using Pinterest ads
• 04:33 – Samuel O taught Neil how to overcharge
• 05:46 – Ezra’s advertorial in Pinterest explained
• 06:17 – Pinterest, in general, has a lot of testing but you can eventually figure it out
• 06:40 – That’s it for today’s episode!

1. Pinterest may be underrated in the world of marketing, but it can do wonders.
2. Use tools to analyze your data in Pinterest and take advantage of its cheap rate per click. .
3. Pinterest, in general, requires a lot of testing, but you can eventually figure it out and make it work for you.

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In Episode #133, Neil and Eric list the 7 things to assess when your content marketing is failing. Tune in to discover how Neil and Eric use different tools and websites to understand their viewer engagement and the effectivity of their content marketing campaign, 

• 00:30 – Today’s topic: 7 Things to Assess When Your Content Is Failing
• 01:31 – Find the cause of why your content marketing is failing through analytics
  • 01:44 – Analyze quantitatively
• 02:29 – The data will tell you what’s wrong with your blog post
  • 02:54 – Get feedback from people asking them what needs improvement
  • 03:03 – People want something that is actionable
• 03:26 – Find the basic metrics of your site
• 03:43 – Install Google Search Console
  • 04:10 – In the Google Search Console dashboard, click “analytics”, and search for the “impressions box” at the top left corner
• 04:45 – Use Hemingway App – a desktop application
  • 05:01 – Hemingway App is the more advanced version of Docs and is best for writers
• 05:28 – Use HelloBar as an email tool
• 05:49 – Email out who shares your content to competitors
  • 05:57 – Find your competitors at BuzzSumo
  • 06:08 – You can find the email of the people who are tweeting your content through Hunter
  • 06:11 – Neil shares a sample email that you can send
• 07:10 – Share it on social media and compare with your other posts to have an average engagement rate
  • 07:40 – Pair it with paid advertising, too!
• 08:11 – Look at your content as a funnel and work on your headline
  • 08:39 – Search for CopyBlogger Headline Formula
• 09:07 – That’s it for today’s episode!

1. Analyze your data well and find the real cause for why your content marketing is failing.
2. Reach out to people to share your content – this will measure the quality of your content and tell you the number of people who share it.
3. Headlines can draw people to your content – make it interesting and appealing!

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In Episode #132, Eric and Neil share how you can generate content ideas for your website without having to do keyword research. Listen as Neil and Eric drop tips and tricks to help you generate better content for your website and for your specific audience.

• 00:27 – Today’s topic: How to Generate Content Ideas Without Keyword Research
• 00:38 – SEO and keyword research is important BUT it’s also important to start with your audience
• 00:56 – Think about what’s interesting and trending
• 01:05 – Eric shares his Feedly account with his team to stay on top of trends
• 01:18 – Eric also has Panda as a Chrome extension that shows him 3 different feeds from the sites he follows
• 01:56 – Neil takes his competitors’ links and runs it in BuzzSumo
• 02:37 – Look at your competitor's’ posts and try to replicate but make it better
• 02:41 – Look up Brian Dean’s Skyscraper Technique
• 03:16 – Email out people who share your competitor's’ content and ask them to share yours, too
• 04:21 – Use io to search email addresses
• 04:35 – Use AHrefs and SEMRush to show which top pages are ranking
• 04:56 – Look into your analytics and figure out what ranks well
• 05:43 – Getting traffic is NOT just about keywords
• 05:52 – Go to Quora and see what questions are asked in your space
• 06:23 – Look at blog headline structures and podcast titles
• 07:26 – That’s it for today’s episode!

1. See what your audience is interested in and respond accordingly.
2. Use your competitor’s content as base to make your content better.
3. Look internally and figure out which of your posts rank well and USE that knowledge to your advantage as you step forward.

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In Episode #131, Neil and Eric discuss how to improve your mobile conversions. Listen to know how you can optimize your mobile conversions and what to expect in Google’s upcoming changes for 2017.

• 00:27 – Today’s topic: How to Improve Your Mobile Conversions
• 00:32 – Google has changed things; they now have mobile index
• 00:52 – A description of how mobile pop-ups work
• 01:09 – Neil doesn’t use mobile pop ups and explains why
• 02:05 – “Optimize for conversions through the flow”
• 02:48 – Breakdown steps and forms
• 03:08 – There will be an interstitial update on pop ups in 2017
• 03:27 – Convertflow can show different offers to people
• 04:36 – Different conversion rates for people who already opted in
• 05:01 – Neil integrates CTAs in his blog posts
• 05:48 – Single Grain has an “opt-in” bar at the bottom of their mobile page
• 06:10 – Make sure your pop ups don’t take most of the screen
• 06:31 – Search Google interstitial penalty
• 06:38 – That’s it for today’s episode!

1. Pop ups may not be a good option for mobile because of the small screen size.
2. If you break up your content into smaller, shorter pages on mobile, you tend to convert more.
3. Read about the changes Google is making to guide your 2017 website plans.

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In Episode #130, Neil and Eric list the ways you can use live chat to grow your business. The two men discuss that there are right and wrong ways to use live chat in order to increase your sales. Also, tune in to discover how Neil tests Eric’s own live chat service without his knowing just for our benefit.

• 00:28 – Today’s topic: How to Use Live Chat to Grow Your Business
• 00:48 – Live chats should pop up at engaging points of interaction to work well
• 01:25 – Avoid using live chat to interrupt the sales flow
• 01:47 – Eric has tried Olark and Zopim as live chat tools in the past
• 02:08 – Eric found out more people are using Intercom.io for their live chats
• 03:17 – Neil drops what Eric doesn’t know!
• 03:46 – Intercom.io and Drift are two most popular live chat tools
• 04:26 – Get in touch with people at certain engagement points
• 04:58 – Neil messaged Eric on his website using the live chat!
• 06:03 – Always put the person’s name on the chat
• 06:25 – How Eric does his live chats
• 06:42 – Try to help first before pitching your sale
• 07:38 – “When you engage with someone 4x…they’re much more likely to buy what you sell them”
• 08:12 – Always have someone manning the chat 24/7
• 08:30 – Neil gets his chat agents from Upwork
• 08:59 – Ask for the customer’s email
• 09:17 – Connect Drift or Intercom to HipChat or Slack
• 09:39 – That’s it for today’s episode!

1. Live chat that pops up in the right engagement points work.
2. It’s not just about the tools, it’s also about when pop ups, pop out.
3. Live chat is NOT for sales alone – remember to help people out.

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In Episode #129, Neil and Eric discuss the ways you can amplify your content. Listen to learn the tips and tactics you can use to boost your viewership and get that traction you’ve been looking for.

• 00:28 – Today’s topic: How to Amplify Your Content
• 00:35 – 20% of your time should be spent creating content and 80% marketing it
• 00:51 – Hand-to-hand combat – Hunter.io or LinkedIn will let you access emails of people of whom you can ask to share your content
• 01:21 – Groove HQ’s CEO’s strategy was to get people to share their content
• 01:45 – Use hunter combined with every site you’re linking out to
• 03:06 – Don’t focus on getting people to link back to you, direct your focus towards getting people to share your content
• 03:22 – Send emails manually instead of using tools like SendGrid
• 03:29 – Use HubSpot to track how many email opens you’re getting
• 04:14 – Try paid advertising like Facebook Ads, Twitter, LinkedIn and Gmail Ads
• 05:57 – Google and study the “Pinterest Traffic Experiment: Side Hustle Nation”
• 06:36 – Neil uses BoardBooster for Pinterest
• 07:20 – Eric shares how The Blog Millionaire and Greatist use Pinterest to drive traffic to their sites
• 08:13 – Don’t forget to promote to your social channels using Meet Edgar
• 08:38 – Neil now blogs once a week unlike before where he blogged 7 days/week
• 10:14 – Neil’s spendings on blog posts
• 11:18 – Try boosting your posts, too
• 11:39 – That’s it for today’s episode!

1. Reach out to people in the same niche—link to their work and show your appreciation.
2. Focus on getting people to SHARE your content.
3. If budget is not an issue, try paid advertising to drive traffic to your site.

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In Episode #128, Neil and Eric share tips on how to use Google’s Search Console to grow your traffic. Listen to grow your understanding of the Google Search Console and how Google’s features can help you drive more traffic to your website.

• 00:27 – Today’s topic: How to Use Google’s Search Console to Grow your Traffic
• 00:37 – Google’s Search Console is a free SEO tool from Google
• 01:05 – Click on the search analytic section to know which clicks you should be getting
• 01:38 – Sort impressions and look at your CTR
• 02:37 – You should be using structured data
• 03:55 – Get started with Rich Cards
• 04:07 – Look at the crawl errors that are happening on your site
• 05:10 – Under search appearance, use “accelerate mobile pages” for gaining traffic from mobile
• 06:31 – Look-up “mobile usability”
• 07:02 – Look at the regions you’re targeting and select accordingly
• 08:08 – That’s it for today’s episode!

1. Google Search Console has so much to offer for FREE—get acquainted with it.
2. Look at the pages that are getting impressions, but not many clicks. Make the adjustments necessary to optimize CTR.
3. If you’re not using structured data, you’re losing traffic.

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In Episode #127, Neil and Eric talk about the different ways you can combine your content marketing with paid advertising. Listen as they list down pros and cons for different Facebook ads, and the difference between Facebook, LinkedIn, Google and Twitter ad costs.

• 00:27 – Today’s topic: How to Combine Content Marketing with Paid Advertising
• 00:45 – Neil’s favorite strategy is using Facebook fans’ “likes”
• 01:21 – When you drive paid clicks and you stop paying, you’re not going to get anymore
• 02:04 – The goal is to have the least amount of fans that create the most amount of engagement
• 02:30 – “Boost Post” button to Facebook works
• 03:33 – Look at your Facebook insights
• 03:51 – Make sure you have a content upgrade – you can use Thrive
• 04:54 – Spend what you need to get the right campaign/headline that results in the most “shares”, “posts”, “likes”, etc.
• 05:25 – Eric promotes the page post engagements
• 06:31 – Think about the channel before investing in paid traffic
• 07:22 – LinkedIn traffic’s conversion rates are 50-60%
• 08:14 – Gmail ads also works – check out Growth Everywhere’s post
• 08:50 – That’s it for today’s episode!

1. Combining paid advertising and content marketing IS possible and profitable.
2. Build a following instead of just driving paid clicks.
3. Spend money not for “likes” but to get the right campaign.

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In Episode #126, Neil and Eric discuss strategies for setting up a basic re-marketing campaign—what it is, why it works, and how it can drive significant increases in conversion.

• 00:27 – Today’s topic: How to Set-up a Basic Re-marketing Campaign
• 00:37 – Re-marketing is when a page you recently visited shows up in another you’re viewing
• 01:01 – Make sure you have the right pixel on your site when doing re-marketing
• 01:10 – Have a Google Tag Manager setup to manage the pixel
• 01:38 – Create new creative and rotate those createives often to attract more views
• 02:08 – You can buy stock images from Fotolia
• 02:16 – A good digital marketer will always have a Venn diagram of the different types of traffic
• 02:22 – Cold traffic has never heard of your brand before
• 02:26 – Warm traffic is when they visit your website and join your email list
• 02:29 – Hot traffic has spent at least a dollar with your brand
• 02:36 – “You are marketing to people, not objects” and don’t forget it!
• 03:16 – Tricks for re-marketing successfully
  • 03:45 – Create different landing pages with different content but same value prop
  • 03:58 – The paid content promotion funnel idea
  • 04:35 – Target a specific group of people on a specific week
• 05:10 – AdEspresso can refresh your ad over and over
• 05:20 – Setup a content re-targeting funnel
• 05:36 – Create quirky ads
• 06:20 – Neil Patel’s quirky ads’ result
• 07:00 – Tell people stories in your ads and conversion rates will be higher

1. You are marketing to PEOPLE, not objects.
2. Know you target markets and segment them.
3. Experiment with your ads. Different content works with different people.

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In Episode #125 Neil and Eric talk about the factors you need to consider when setting up a marketing budget. Listen as they illustrate why marketing budgets don’t need to be BIG so long as they adequately accommodate the marketing strategy in place.

• 00:27 – Today’s topic: How to set a marketing budget
• 00:34 – Bigger companies’ budget vs small companies’ budget
• 00:52 – Neil doesn’t believe in a marketing budget
  • 01:18 – Your budget should be flexible depending on the results you’re getting
• 02:24 – The one that spends the most, is the one that wins
• 03:31 – The budget should be set by internal resources
  • 04:02 – Spend money on things you get results from
• 04:24 – Explain why you’re capping budgets
• 05:17 – Neil talks about his and Eric’s trip to Las Vegas
• 06:32 – Neil is a gambler in business
• 07:21 – Spend money in the right areas
• 07:57 – That’s it for today’s episode!

1. Your budget should always be flexible.
2. Analyze your marketing campaigns for areas of rapid growth than put your budget into those.
3. Spend your money on campaigns that deliver results.

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In Episode #124 Neil and Eric talk about what you should do when you don’t see the marketing results you were looking for. Listen to learn about the elements you might be missing in the marketing equation, and hear them discuss the common causes for campaigns struggling to yield results.

• 00:27 – Today’s topic: What you should do when you’re not seeing marketing results
• 00:44 – Starting with paid advertising will take you 2-3 months before you start setting any measurable results
• 01:02 – Be patient, above all be patient—it’s prove to work, but not quickly
• 01:31 – Your analytics and your data will tell you where your weaknesses are so pay attention to them
• 01:58 – Ask people questions with the help of Qualaroo
• 02:15 – Eric shares an example of a company he worked for in the past where the marketing was really struggling
  • 03:01 – A lot of people make the mistake of thinking they’ll hit their targets immediately
• 03:35 – Not every campaign needs to work, just one or two
• 03:45 – Test, test, and test some more until you find something that sticks
• 04:37 – Have a tool like Trello or Growth Hackers Projects to help you organize ideas
• 05:02 – Brian Balfour’s testing framework
• 05:20 – Have different goals for different campaigns
• 05:46 – Look at all the technical stuff—get in the weeds and roll around
• 07:00 – Set up the correct KPI to monitor progress
• 07:56 – That’s it for today’s episode!

1. Great marketing takes time to build.
2. Know your data to understand what’s happening to your campaigns.
3. In marketing, you need to make continual improvements over time.

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In Episode #123, Neil and Eric discuss the ways you can create form fields that lead to conversion. Listen to know more about which form field strategies actually work and which ideas you can incorporate into your own.

• 00:27 – Today’s topic: How to Create Form Fields that Actually Convert
• 00:41 – Having less form fields will lead to higher conversion rates but quality will go down
• 01:00 – Break up form fields
• 02:20 – Your mileage will vary
• 02:31 – It’s about getting conversions for qualified leads
• 02:40 – Small tweaks can make a difference
• 03:32 – Remove the asterisks in your forms
• 03:41 – Leverage exit pop-ups
• 04:18 – Add a check mark for “other” options to get more insights
• 04:55 – Integrate form fields into stories
• 05:51 – Check out Quick Sprout and Neil Patel for more info on how to optimize form fields
• 06:16 – That’s it for today’s episode!

1. The goal is NOT about getting the most conversions.
2. Breaking up your forms into steps will help you segment your leads.
3. Evaluate how to make your form fields better as the smallest tweak can make the biggest difference.

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In Episode #122, Neil and Eric share about how to integrate the holidays into your marketing campaign. Listen as they list down the ways and tactics you can use to get that “most wonderful time of the year” feel in your marketing.

• 00:27 – Today’s topic: How to Integrate the Holiday Seasons into your Marketing Campaign
• 00:37 – Have a holiday calendar
• 00:53 – Google “Holiday Campaigns” to know what others are doing
• 01:05 – Offer discounts and promotions
• 02:10 – Make sure you have your products in stock
• 02:43 – Promote holiday campaigns in advance
• 03:44 – Set partnerships and promotions beforehand
• 04:43 – Have upsells and downsells to maximize profit per user
• 05:22 – Use contests for holidays
• 05:35 – KingSumo is one contest platforms you can use
• 06:09 – Put countdown timers like PlusThis in the emails to set the urgency
• 06:47 – That’s it for today’s episode!

1. Discuss with your team what you can offer for the holiday seasons.
2. Make sure your inventory is fully stocked BEFORE the holiday promotion begins.
3. Discounts and promotions during holidays is a SURE and effective way to sell.

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In Episode #121, Eric and Neil discuss the ways you can improve your PPC campaigns with just 10 minutes per day. Working at your PPC campaigns can be as simple as looking at your keywords’ reports or evaluating your landing page and copy. Listen as they list down different ways you can evaluate and adjust your PPC campaigns with a very small time commitment daily.

• 00:27 – Today’s topic: 
• 00:33 – Regardless of the platform, think about how you can set a framework
• 00:59 – With AdWords, go through your accounts and pause the things that aren’t working
• 01:37 – Focus on the landing page and your copy
• 02:15 – Exit pop ups, do not break Google’s policy
• 02:40 – Use stock images or check out Design Pickle and see which images you can use for PPC
• 03:25 – Run a survey
• 03:50 – Use Qualaroo’s survey tool
• 04:15 – Look at your keywords reports
• 05:10 – There are limited resources for PPC
• 05:33 – Spend on your peak hours
• 06:38 – Spend money faster to get the results faster
• 07:01 – Send traffic to an educational resource
• 07:40 – Use Power Editor, AdEspresso or Qwaya
• 08:07 – Get more creatives on board
• 08:27 – AdEspresso’s post on CPR
• 09:15 – That’s it for today’s episode!

1. Evaluate what is working and not working by running surveys and checking keywords reports.
2. Hiring creatives can give your PPC campaigns the boost it needs.
3. Managing your PPC ads DO NOT need to take up a lot of your time—designate 10 minutes a day in your schedule.

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In Episode #120, Neil and Eric share the 7 ways you can become a thought leader. Listen as Neil shares his experience in becoming a thought leader to help you become one as well.

• 00:27 – Today’s topic: 7 Ways to Become a Thought Leader
• 00:36 – Becoming a thought leader requires a mix of everything
• 01:17 – #1 Don’t just focus on one channel
• 01:46 – Neil describes how he became a thought leader
• 02:08 – Find your unique angle
• 03:22 – Join YEC (Young Entrepreneur Council)
• 03:45 – Go to LinkedIn and reach out to editors of large publications
• 04:19 – Using large publications is a bit overused, but still a good tactic
• 04:25 – #2 Guest post
• 04:42 – #3 Find your niche
• 05:36 – #4 Choose the platform you will use
• 06:49 – #5 Do something that makes you stand out
• 07:32 – Neil does crazy experiments
• 07:57 – #6 Take whatever you can
• 08:57 – #7 Don’t forget to focus on PR
• 09:39 – Use free solutions with HARO
• 09:58 – That’s it for today’s episode!

1. Find your niche, find what SETS YOU APART.  
2. If you don’t stand out, you don’t get remembered.
3. Don’t think that you’re too big or important for anything—just get your voice out there!

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In Episode #119, Neil and Eric discuss how you can craft high converting explainer videos for your website. Listen as they help you uncover the feasibility of having explainer videos on every budget and how to craft an excellent explainer video that not only reaches your audience, but gets them hooked on your product.

• 00:27 – Today’s topic: How to Craft High converting Explainer Videos
• 00:38 – You DO NOT need a very high budget
• 00:45 – Youtube Director allows you to shoot decent videos from your iPhone
• 01:04 – Video Brewery is a market place for videos
• 01:24 – Be involved in crafting your videos
• 01:39 – You need to look at the objections
• 02:14 – Answering objections isn’t enough, you have to make a story
• 03:05 – Growth Everywhere’s Squatty Potty is described as an example
• 04:22 – Short explainer videos don’t get people hooked on your product
• 05:00 – People get hooked by how you good you are at answering questions and objections, building story, and connecting emotionally
• 05:09 – For example, the guy in the crazy egg videos, Mike O’Bryan
• 06:18 – Talk to your voice-over person beforehand
• 06:38 – Before you give the script, try it yourself first
• 07:05 – Demo Duck and Switch Video offer video services
• 07:23 – Sandwich Video is great for budgets $100K+
• 07:54 – Focus on the script
• 08:12 – That’s it for today’s episode!

1. You DO NOT need a ton of money to create explainer videos—you can do it on a budget.
2. Write your OWN script, as you are the best person who understands your product.
3. Remember to connect emotionally to your listeners.

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In Episode #118, Neil and Eric drop 7 unorthodox SEO strategies you might be missing out on. Listen to learn what these 7 strategies and tactics are and discern whether these tools can fit your current business’ SEO plan.

• 00:27 – Today’s topic: 7 Unorthodox SEO Strategies and Tactics That You Should Try
• 00:33 – #1 Use Scrapebox to find people within your space that talk about particular topics
• 01:43 – #2 Tube Buddy will tell you how your video is ranked
• 02:29 – #3 Brand loyalty—create new ideas to promote brand loyalty
• 03:29 – #4 Link blending
  • 04:08 – Link to other credible sources beyond your own
• 04:44 – #5 Neil uses Animagraffs for animated infographics
  • 05:33 – These visual infographics get so many links
• 06:08 – #6 Write original researched pieces of content
• 07:25 – #7 Translate your content
• 08:09 – That’s it for today’s episode!

1. Keep coming up with NEW ideas to promote brand loyalty to your consumers.
2. Try NOT to overuse your links—extend to other credible sources.
3. Create original researched content and translate them for your audience.

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In Episode #117, Neil and Eric share 7 ways you can use Zapier and IFTTT to efficiently speed up workflow. Listen to discover new and effective ways to help you automate your business.

• 00:27 – Today’s topic: 7 ways to use Zapier and IFTTT to speed up your workflow
• 00:36 – Zapier and IFTTT allow you to hook in and connect your web applications
• 01:08 – IFTTT is targeted more for the consumer while Zapier is more for a B2B
• 01:27 – #1 Zapier acts as a central location for content and pushes notifications if anything changes or comes up
• 02:09 – #2 Zapier automatically save tweets on a Google spreadsheet where you can go back to see which messages did well
• 03:02 – #3 If you’re using BidSketch or Qwilr—when a new proposal is signed, Zapier will create an automatic Quickbooks customer account, notify you on Slack, send an on-boarding email and create a Basecamp project
• 03:47 – #4 IFTTT sends email notifications when you’re mentioned on other websites
• 04:43 – #5 When there is a new Intercom email, IFTTT pushes it to our Salesforce and to Slack to notify us
• 05:15 – #6 With IFTTT, we get an email notification on what’s trending. For example, we get notifications with what’s happening on Giphy and Google Trends
• 06:27 – #7 Zapier and IFTTT can help you automate your social media
• 06:57 – That’s it for today’s episode! 

1. Zapier and IFTTT are both tools that can help you repurpose your content.
2. Discover the possibilities you can use with Zapier and IFTTT by trying out new workflows.
3. You can use Zapier and IFTTT to get notified on the latest trends.

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In Episode #116, Neil and Eric list the 7 ways you can optimize your marketing proposals. Listen to learn more about optimizing proposals so you can ace that deal you’ve been aiming for.

• 00:27 – Today’s topic: 7 ways to optimize your marketing proposals
• 00:31 – #1 Don’t talk about how great your company is
• 01:02 – #2 Don’t assume the decision maker will talk to you
• 01:23 – Make sure to have case studies in the proposal
• 01:38 – Show screenshots where the business is messing up
• 02:00 – #3 Use Qwilr or Bidsketch—this will help you make nice proposals
• 02:43 – #4 Learn from the people you don’t close
• 03:27 – #5 People want something customized for them
• 04:07 – #6 Don’t send people proposals right away
• 05:16 – #7 Don’t just send the proposal—walk them through it
• 06:00 – That’s it for today’s episode!

1. It’s not about you or your company, it’s about them!
2. Get feedback from the people who didn’t close a deal with you—learn from it.
3. Talk to people in detail before sending your proposals.

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In Episode #115, Eric and Neil discuss the 7 things you should say NO to as a marketer. Listen to know more about which things to say no to and the reason why.

• 00:27 – Today’s topic: 7 things you should say no to as a marketer
• 00:34 – #1 Making changes without data
• 00:57 – Make sure you test with data
• 01:10 – #2 Looking at the tactics all the time
  • 01:26 – Leads to being in “tactical hell”
  • 01:43 – Don’t focus on tactics
• 02:00 – #3 Don’t make short term gains for long term losses
  • 02:53 – Don’t make changes for short term gains
• 02:57 – #4 Lack of organization
  • 03:09 – Look at GrowthHackers Projects to organize all your ideas and experiments
• 03:28 – Look about documenting your marketing processes
• 03:48 – #5 Don’t do too many things at once
• 04:51 – #6 Don’t try to take everything on by yourself
• 05:48 – #7 Don’t run an A/B test on the same part of the funnel more than once at the same time
• 06:39 – That’s it for today’s episode!

1. Don’t EVER make changes without any data.
2. New marketing tactics aren’t everything—assess them well before using!
3. GET ORGANIZED, because a lack of organization doesn’t help you scale.

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In Episode #114 Eric and Neil discuss how tools create better marketing ROIs for your business. Listen to hear their examples and to better understand that links are a big factor for tools.

• 00:27 – Today’s topic: How tools create a better marketing ROI
• 00:39 – Neil did a test
  • 00:44 – Neil checked Hubspot
  • 01:02 – Leads today from content marketing, conferences, sponsorships and ads
  • 01:09 – During the early days, they got leads from their tools
  • 01:12 – Word Stream also generates leads from their PPC creator
  • 01:19 – Neil’s tool experiment on Quick Sprout
• 02:31 – Check Walkscore through Ahrefs and you’ll find a lot of anchor text going back to their site
  • 02:56 – Don’t do black area
• 03:28 – Neil shares what he knows on Walkscore
  • 03:55 – They created a tool
  • 04:15 – How realtors helped Walkscore build links
  • 04:40 – Realtors were able to use Walkscore as selling point
  • 05:00 – Using links and badges these days can be hit by Google
  • 05:46 – Don’t use tools for mischievous purposes
• 05:51 – Tools are mouse traps
• 06:16 – Check Outgrow.co will help you get started
• 07:01 – Simple tools don’t do well
• 07:14 – Do a tool that’s a bit more wowing
• 07:52 – Think about interactive content too
• 08:20 – Links are a big factor
• 08:34 – That’s it for today’s episode!

1. Create tools for black hat purposes if necessary.
2. Complex tools require complex solutions.
3. Instead of creating simple tools, go for ones with interactive content.

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In Episode #113 Eric and Neil talk about whether or not you should hire a PR agency for your business. Listen to know the pros and cons that are tied to hiring a 3rd party agency and why PR is not for new companies that are just starting out.

• 00:27 – Today’s topic: Should I hire a PR agency for my business?
• 00:44 – If you’re first starting out, don’t expect a launch to take you a long distance
• 01:19 – Neil shares his negative PR experiences
• 02:05 – The best way to hire a PR person is to have them work full time for you
• 02:13 – Neil shares more of his PR experiences
• 03:53 – Find a person to do PR – do not find companies
• 04:17 – Eric shares his PR experiences
• 04:36 – The PR industry is antiquated
• 04:37 – Neil recommended Chris Barrett to Eric
• 06:01 – PR makes sense if the costs make sense
• 07:01 – If you’re looking for PR people, check out: Janine from Fresh PR and Richard Lorenzen
• 07:39 – Your goal is to graduate from an agency and hire in-house
• 08:01 – That’s it for today’s episode!

1. PR is not for all business types—don’t invent in PR on a whim.
2. Getting a PR person is way better than getting an agency.
3. Your end goal is to graduate from hiring agencies and get in-house employees.

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In Episode #112 Eric and Neil share their insights on when and where it’s worth investing your time in the pursuit of long tail keywords. Listen to understand what long-tail keywords are, what they are compared to, and how their strategic implementation can always help you rank.

• 00:27 – Today’s topic: Is it really worth going after long tail keywords?
• 00:36 – Long tail keywords are 3-5 word phrases people are searching for
• 01:06 – Head term vs long tail keywords
• 01:35 – Wikipedia’s Abraham Lincoln page as an example
• 02:35 – Brian Dean’s 1M search results
• 03:28 – Long tail phrases are worth it
• 04:08 – Don’t think about long tail content
• 04:28 – Use Ahrefs to see long tail traffic that comes to your site
• 04:43 – When your content is older, you’ll start ranking for long tail phrases
• 04:50 – Use your Google Search Console
• 06:17 – Continually update content you already have
• 06:57 – That’s it for today’s episode!

1. Long tail keywords are worth using.
2. Long tail keywords are the way you naturally write content.
3. Implement long tail keywords to rank old content.

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