Marketing School - Digital Marketing and Online Marketing Tips

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Latest Episodes:

How to Create a Webinar in Less than 45 Minutes | Ep. #527 Jan 09, 2018

Show notes

In Episode #527, Eric and Neil explain how you can quickly and easily create webinars. Tune in to hear some great tips for creating webinars and an explanation of why these could be key to your success.

Time-Stamped Show Notes:

[00:27] Today’s Topic: How to Create a Webinar in Less than 45 Minutes
[00:35] For those of you who already have content, you can turn it into a webinar.
[01:01] For reference, look at The Content Reusage Workflow.
[01:09] Eric recently looked at old content and repurposed some of it for a webinar.
[01:21] However, if you don’t have any content yet, go to BuzzSumo, look at what topics are performing well, and then make your own webinar about those topics.
[01:52] Check out SlideShare to see what the most popular presentations are.
[02:18] You need to figure out how to transition people into leads or sales.
[02:22] You want to do at least 30 minutes of education before you go into your pitch (max 15 minutes).
[02:40] Follow all of that up with an offer for further webinars and opportunities.
[03:20] Your pitch must be relevant to the topic covered in your webinar.
[04:02] If you are selling a service, you can download a lead magnet or you can just offer your services at a discount for the first ten people to sign up. Create offers or opportunities.
[04:42] Eric recently released a tool and offered a discount to the first people to sign up.
[05:20] When you establish urgency, it causes people to take action.
[05:37] Make sure to tease offers at the beginning of your webinar, so viewers will stay until the end.
[05:52] If you are scheduling calls or selling a service, use Schedule Once to plug your offer.
[06:04] If you are selling a product, use Webinar Jam’s countdown clock to help create the sense of urgency.
[06:23] When you’re getting started, Google Hangouts is a great way to create free webinars.
[06:27] Zoom and GoToWebinar are paid services you can also opt to use.
[06:32] LeadPages is a great way to create landing pages for your site/webinar.
[06:46] That’s it for today!
[06:48] Go to singlegrain.com/giveaway if you want to get in on a special giveaway opportunity!

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How to Write a Killer Blog Introduction that Really Hooks the Reader | Ep. #526 Jan 08, 2018

Show notes

In episode #526, Eric and Neil discuss the ways in which you can hook readers with a killer blog introduction. Tune in to hear their tips for creating great blog posts.

Time-Stamped Show Notes:

[00:27] Today’s Topic: How to Write a Killer Blog Introduction that Really Hooks the Reader
[00:34] Neil likes something hard-hitting and quick, when it comes to blog entries.
[00:56] Statistics really draw him in.
[01:21] Conversational-style writing is also really appealing to Neil. Hooking people with a personal story is usually successful.
[01:38] Neil likes to write in the first person, as it makes it seem more personal.
[03:10] Eric likes reading things that are written by marketing copywriters, because they know how to write a good hook.
[03:37] Eric likes looking at The Boron Letters and the book Breakthrough Advertising.
[04:07] Perry Marshal said that your goal when writing an email is to hook them into the next email.
[04:28] It’s important to focus on how to keep readers interested.
[04:42] It must be authentic and fit your personality.
[05:40] Take the signal that makes sense to you and adjust it to fit your style.
[05:46] That’s it for today!
[05:48] Go to singlegrain.com/giveaway if you want to get in on a special giveaway opportunity!

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The Best Way to Market to Individuals Who Make Over $150K a Year | Ep. #525 Jan 07, 2018

Show notes

In episode #525, Eric and Neil discuss the best way to market to people making more than $150K per year. Tune in to hear the exciting ideas they have to boost your reach and potential earnings.

Time-Stamped Show Notes:

[00:27] Today’s Topic: The Best Way to Market to Individuals Who Make Over $150K a Year
[00:37] There was an article on the Salesforce Blog about podcasts. According to the article, 16% of the people who listen to podcasts make over $150,000/year.
[01:01] In addition, that 16% listens to roughly five hours of podcasts per week.
[01:07] So, if you want to target that 16%, you should consider starting a podcast to increase your traffic and sales.
[01:18] Marketing School gets about 550,000 listens per week.
[01:38] If you don’t want to create a podcast, you can simply advertise on a podcast.
[01:55] You can target your ads towards a certain income group on Facebook.
[02:28] You can target prominent Venture Capitalists on Twitter or similar types of people.
[02:40] Eric likes the idea of targeting people through podcasts. The attention you get from a podcast is unparalleled.
[03:05] If you create your own podcast, you can run your own ads to get more subscribers and listeners.
[03:21] Eric and Neil considered using Russell Brunson’s method, which required giving away pre-loaded MP3 players.
[03:55] iTunes has yet to open advertising for podcasts, but Spotify currently allows it.
[04:00] Eric and Neil are planning to expand their marketing plan in 2018.
[04:40] Wealthy people tend to listen to podcasts to gain skills that will make them more successful and effective at whatever it is that they do.
[05:10] You can do AVM, which is targeting specific companies and accounts.
[05:31] If you are delivering the right content to the right people at the right time, you are likely to close sales at a higher rate.
[05:51] Marketing School episodes got shorter in 2017, but they started to focus on quality as well as quantity. They want to provide the best possible content to gain more followers.
[06:44] Eric and Neil are keen to get your feedback on this podcast. If you like what you’ve been hearing, please leave a review!
[06:47] That’s it for today!
[06:49] Go to singlegrain.com/giveaway if you want to get in on a special giveaway opportunity!

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What You Should Do When You Get Hit by a Google Algorithm Update | Ep. #524 Jan 06, 2018

Show notes

In episode #524, Eric and Neil discuss what to do when you get hit by a Google algorithm update. Tune in to hear why diversification is so important.

Time-Stamped Show Notes:

[00:27] Today’s Topic: What You Should Do When You Get Hit by a Google Algorithm Update
[00:42] Eric likes to check Search Engine Roundtable, because they talk about algorithmic updates and signals from different SEO tools (Moz Cast).
[01:02] He tries to correlate this information with things happening on his site and what steps he can take to fix the problems.
[01:17] In December, Eric and Neil noticed their search traffic declining. So, they knew an update was happening.
[01:48] They noticed people who were talking about losing their rankings.
[01:57] SEroundtable is calling the current algorithm the “Maccabees Update”.
[02:10] There is a trend where blogs are getting fewer hits. Sometimes you just have to wait it out and weather the storm.
[02:55] Changing too many things in your content, could have adverse effects.
[03:10] You don’t want to be reactionary.
[03:41] Wait it out and follow the advice of the people at sites like SEroundtable.
[04:13] You have to diversify. If you get hit with an algorithm change, that could be the difference between six or seven figures of business.
[04:38] Organic traffic at Single Grain is about 60-70%.
[05:02] To diversify his website, Eric would focus on emails.
[05:20] Neil gets 50% organic traffic.
[05:39] Eric tries to diversify further by focusing on the multiple touchpoints you can use to reach out to new followers (YouTube, etc.)
[06:23] Neil is getting a million views per month.
[06:50] Paid ads is a great way to get your numbers up. Companies wouldn’t keep spending money unless there was an ROI.
[07:05] You can use services like Taboola and Outbrain, re-marketing pixels, and social media as marketing channels.
[07:20] Tweet ten times per day and see if it increases your website traffic. Experiment!
[07:40] Come up with ways to get increased traffic through your different marketing channels.
[07:44] Use push notifications.
[07:57] Drift or Facebook Messenger are great live chat options to gain followers.
[08:07] You can tie Facebook Messenger in with Zapier.
[08:21] Use the signals they are using to gauge their traffic and success.
[08:41] That’s it for today!
[08:43] Go to singlegrain.com/giveaway if you want to get in on a special giveaway opportunity!

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How to Exponentially Increase Your Social Media Traffic | Ep. #523 Jan 05, 2018

Show notes

In episode #523, Eric and Neil explain how you can increase your social media traffic whether you have funding or not. Tune in to hear some basic ideas about how to gain new followers and increase your reach on social media.

Time-Stamped Show Notes:

[00:27] Today’s Topic: How to Exponentially Increase Your Social Media Traffic
[00:35] Within your content, block off specific pieces of it and make people Tweet or Share it to gain access to the full content.
[01:07] This is an easy way to gain 700-1000 more followers.
[01:53] Eric still likes using paid advertising. Even if you’re starting with a small budget, you can drive more clicks or page views by using Twitter ads.
[02:37] They are allocating a certain amount of dollars to YouTube ads in order to promote their new video series. If you don’t have that kind of money, a few dollars a day can make a difference.
[03:08] GaryVee (Gary Vaynerchuk) runs ads for his Youtube page and those have proven effective.
[03:23] If you’re trying to get more social traffic, cross-promote throughout all your social media accounts.
[03:50] Neil also puts re-marketing pixels on his site.
[04:10] The rule of seven: if someone sees you online seven or more times, you are more likely to convert them into a follower/subscriber.
[04:25] Eric really likes Meet Edgar, because it allows you to schedule posts across your different social media accounts.
[05:00] He also likes If This, Then That or Zapier. When you have a new post, it will pull from the blog RSS feed and automatically posts it for you.
[05:24] HootSuite, Buffer and the aforementioned scheduling tools can also hurt your business. You will get a bigger and better response from using Facebook’s own scheduling tool.
[05:45] Neil tweets 40 times per day and can get 30,000 visitors per month!
[05:39] Continually posting or re-posting content can get you more traffic.
[06:10] That’s it for today!
[06:11] Go to singlegrain.com/giveaway if you want to get in on a special giveaway opportunity!

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How to Get Your First 1,000 Facebook Fans Without Paid Ads | Ep. #522 Jan 04, 2018

Show notes

In episode #522, Eric and Neil outline ways that anyone can gain more Facebook fans without having to use paid ads. Tune in to hear their stellar advice on how to build a strong following.

Time-Stamped Show Notes:

[00:27] Today’s Topic: How to Get Your First 1,000 Facebook Fans Without Paid Ads
[00:36] Facebook is still important because they link back to other social media apps.
[00:58] Blast your email list or whatever social assets that you have.
[01:12] In your very first email, link to your Facebook page.
[01:24] Use an exit pop-up on your website. For this, Neil likes to use Hello Bar on his Quick Sprout site.
[01:33] Using this tactic, Neil gets about 1,000 fans per week
[02:00] Think about who you can partner with for things like joint webinars; this will expand your reach.
[02:40] You could get 50-100 more followers/subscribers doing collaborations.
[02:58] If you want a lot of fans, join Facebook groups that relate to your business and participate. This means that you have to get in on conversations or even start them.
[03:32] You can take shortcuts, but shortcuts won’t get you loyal fans.
[03:41] “Give before you ask.” -Neil Patel
[03:47] Neil and Eric give a ton of free advice in order to get return customers and to build an active and enthusiastic fan base.
[04:17] Eric thinks giveaways are helpful to building a fanbase. KingSumo or Vyper are great ways to facilitate this.
[04:59] Neil likes content gates: he blocks off certain content and makes it “premium” content that is only available to Facebook fans.
[05:28] That’s it for today!
[05:30] Go to singlegrain.com/giveaway if you want to get in on a special giveaway opportunity!

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How to Start Being Successful with Marketing | Ep. #521 Jan 03, 2018

Show notes

In episode #521, Eric and Neil discuss how you can start to be successful with marketing. Tune in to hear specific ways you can achieve daily success as a content marketer.

Time-Stamped Show Notes:

[00:27] Today’s Topic: How to Start Being Successful with Marketing
[00:33] Establish a goal first, so you are not just shooting in the dark.
[00:51] When you don’t have any set KPIs, it’s hard to nail anything down.
[01:16] Once you have your KPIs, you want to break them down into specific small tasks that you need to complete in order to achieve them.
[01:33] This way, as a marketer, you have a daily plan in order to hit your numbers.
[01:48] A more specific goal would be to say, “I need to rank on Google for all the marketing-related terms.”
[01:52] Then you do that by writing content and break your tasks down from there. You keep setting goal, upon goal, upon goal. It helps to break everything down into smaller bite-sized tasks.
[02:26] You have to hold people accountable.
[02:30] Their goal is to reach a certain number of YouTube viewers. To do this, they use a tool called 15Five and it checks in on your goals.
[03:09] Document the process!
[03:20] By the end of Q4, their goal is to have everything documented. In order to hand off your process to a new person and keep it seamless, you need to document your work.
[03:55] You can use an internal Wiki to document your processes.
[04:04] Document your wins and your losses so you can learn from them.
[04:30] Eric and Neil found that when they gave more information before they asked them to become a lead, they are much more qualified and you collect more leads.
[04:46] When they document, they also put in time stamps, because every six months to a year, they re-test they processes.
[05:05] If you force people to Google Authenticate, you may lose business because people are worried about privacy.
[05:44] You want to be able to have a feedback loop, but also use outside sources to gain knowledge about your company. Always be learning and innovating.
[06:26] You’re going to make mistakes, but the key is to document and systematize everything.
[06:47] Be ok with failure.
[06:53] Eric received an anonymous feedback comment saying, “Less surprises, more planning.” However, they like to try new things very quickly and jettison whatever didn’t work.
[07:30] That’s all for today!
[07:32] Go to singlegrain.com/giveaway if you want to get in on a special giveaway opportunity!

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6 Minutes of Marketing that Will Get You Ready for 2018 | Ep. #520 Jan 02, 2018

Show notes

In episode #520, Eric and Neil talk about the year ahead in marketing and cover it all in six minutes. Tune in to hear what’s going to change and how to stay ahead of the curve in 2018.

Time-Stamped Show Notes:

[00:27] Today’s Topic: 6 Minutes of Marketing that Will Get You Ready for 2018
[00:35] It’s important to start looking at video and working on your video strategy.
[01:10] The rate at which video is growing, it’s important to grab a slice of that pie.
[01:30] Even Instagram has video!
[01:42] Look at the struggling platforms. Facebook is trying to compete with YouTube, but they want different types of content from YouTube. You will get way more reach with certain types of video on Facebook.
[02:25] Neil has 900,000 Facebook fans, 30,000 LinkedIn Connections, but his video views on LinkedIn equate to same amount as Facebook.
[02:50] Snapchat has been getting their butts handed to them by Instagram. So, they’re willing to do whatever it takes to win. They will tweak their algorithms to your advantage.
[03:13] LinkedIn will get you more listens and views than YouTube.
[03:26] Twitter clicks get you pennies, but the clicks are connections being made.
[04:15] Really focus in on the one thing that has been working for you and then double down on it.
[04:40] How Eric and Neil have doubled down: Eric and Neil now sit next to each other in the studio, they post their show on Spotify, and they do live episodes at various conferences.
[05:00] Ad costs are going to rise in 2018.
[05:14] As the costs rise on AdWords and Facebook, you will have to: create a funnel, push upsells, and push downsells.
[05:30] Without a funnel, it will be harder for you to compete.
[05:49] Live chat is going to get exponentially better in 2018. Facebook has added the ability to add free Facebook Messenger Live Chat to your site. Drift has added a developer platform. Intercom will continue to innovate, as well.
[06:12] That’s your six minutes!
[06:13] Go to singlegrain.com/giveaway if you want to get in on a special giveaway opportunity!

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Simple Marketing Tips that We Would Give Our Younger Selves | Ep. #519 Jan 01, 2018

Show notes

In episode #519, Eric and Neil give a few tips that they wish they had known when they were first starting out. Tune in to hear important tips that will help you succeed at content marketing.

Time-Stamped Show Notes:

[00:27] Today’s Topic: Simple Marketing Tips that We Would Give Our Younger Selves
[00:34] Happy New Year! Welcome to 2018!
[00:44] Tip #1: Build a brand.
[01:08] One of the biggest thing Neil learned, is that you must always build your brand. Tactics are not as important as branding.
[01:37] Whether you like a brand or not, the bigger it is, the more successful it is.
[01:53] This doesn’t mean you can’t be a micro-influencer. Unity Influence compiles micro-influencers.
[02:20] The first site Eric created was called “Light Show Videos” and he was obsessed with rankings, but when he tried to sell his site, he only got a $50 offer.
[02:49] He would look at Black Hat Forums and Wicked Fire to learn all of the tactics that he thought would help him build his site.
[03:05] To play the long game, you must build a brand.
[03:33] It’s about long-term reach and flipping it into other opportunities.
[03:51] Tip #2: It takes time, but you should always play the long game.
[04:09] When speaking with a mentor, the ex-President of JBL, even he said it takes time to build a brand.
[05:00] Tip #3: If you are a consumer-based marketer, stick with that. If you are a B2B type of person, stick with that and don’t switch back and forth.
[05:41] Neil has a loyal following right now, so it would probably serve his audience to build upon his current brand.
[06:10] Stay within your “circle of understanding” and build upon that.
[06:35] An episode of “The Profit” covered the story of a Hollywood star who tried to start a brick-and-mortar store. Because it was beyond her skill set, it is not succeeding.
[07:16] That’s it for today!
[07:17] For our daily giveaway, go to singlegrain.com/giveaway for a special treat.

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How Traveling Helps You Become a Better Marketer | Ep. #518 Dec 31, 2017

Show notes

In episode #518, Eric and Neil explain why it is very important to travel in order to successfully market to other countries and regions. Tune in to hear how traveling will help alter your perspective and the differences between some countries around the world.

Time-Stamped Show Notes:

[00:27] Today’s Topic: How Traveling Helps You Become a Better Marketer
[00:34] Eric just got back from Japan and the trip gave him a lot of perspective.
[00:49] He was invited to speak at an event and was given the opportunity to meet a lot of Japanese marketers.
[00:52] He learned that LinkedIn isn’t popular there and people are more traditional in the work force.
[01:15] A guy Eric met has his employees working from 7am to 10pm, which is a big difference from the American work culture.
[02:15] The majority of the people in this world do not live in the US. If you really want to learn how to market to people in other countries, you have to travel.
[02:35] Neil learned that Brazilians prefer to purchase from Americans over Brazilians.
[02:42] In Brazil, when you do a payment plan, the law states that you must see the payment plan through.
[03:06] Without traveling, you won’t understand what drives people to purchase.
[03:22] The US is a melting pot, so traveling will be helpful to understand places within the country.
[04:00] Eric met the CEO of a marketing agency and realized that in Japanese culture, it’s important to woo and entertain your clients in person.
[04:47] Once you sign with an agency, the relationship spans years, unlike in the US, where people jump around a lot.
[05:18] The cost to acquire a customer in Japan is more than in the US.
[05:44] Their LTV (Life-Time Value) in Japan is almost double what it is in the US.
[05:59] What Eric and Neil do in Japan wouldn’t work in the US.
[06:25] In Germany they are very efficient, while Amsterdam is more laid back.
[07:06] That’s all for today!
[07:08] Go to singlegrain.com/giveaway for a special giveaway.