Marketing School - Digital Marketing and Online Marketing Tips

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Latest Episodes:

How to Identify Evergreen Content Opportunities | Ep. #417 Sep 21, 2017

Show notes

In Episode #417, Eric and Neil discuss how to identify evergreen content opportunities. Tune in to learn how you can gain new ideas regarding the evergreen content you should be writing about and why it will help you maintain (or GAIN) traffic for years to come.

Time Stamped Show Notes:

00:27 – Today’s topic: How to Identify Evergreen Content Opportunities
00:40 – The easiest way to identify evergreen content is by looking at your competitors
- 00:44 – Use Ahrefs to know where your competitors’ search traffic is coming from
01:12 – You don’t want to publish news-oriented content
01:30 – Content in digital and online marketing is considered evergreen content
01:35 – HubSpot has a lot of evergreen content
01:45 – Evergreen is something that can stand the test of time
02:09 – BuzzSumo can help you see evergreen content
02:24 – Writing about evergreen topics is what gains traffic
02:33 – If your Google Analytics and Google Search Console are hitched together, go to the Search Console to see which keywords are ranking
- 02:51 – Then, you can figure out which content to write around those keywords
03:13 – If you’re writing evergreen content, update it once a year so it will consistently gain traffic
03:43 – Marketing School is giving away a free 1 year subscription to Crazy Egg which is a visual analytics tool
- 03:55 – Go to SingleGrain.com/giveaway for multiple entries
04:00 – That’s it for today’s episode!

3 Key Points:

Leverage tools to find out the kind of evergreen content that is gaining traffic for your competitors and create a content related to those topics.
Evergreen content will stand the test of time as it remains to be relevant.
Make use of the keywords that are ranking for your content.

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How to Generate Leads With Free Tools | Ep. #416 Sep 20, 2017

Show notes

In Episode #416, Eric and Neil discuss how to generate leads with free tools. Tune in to learn which tools you can create in order to generate more leads, and Neil shares his highly effective marketing tool that reels in an incredible amount of traffic for him per month.

Time Stamped Show Notes:

00:27 – Today’s topic: How to Generate Leads With Free Tools
00:37 – If you want to get SEO leads, create an SEO grader or analyzer and when people have a bad score, ask them if they want to get better
- 00:56 – HubSpot did a campaign similar to this
01:15 – You can use Outgrow which will allow you to make different calculations to generate leads
01:42 – Check out “How much does it cost to make an app?” by Crew—which is a short quiz you can take
02:00 – You don’t need to create complicated tools
02:06 – Neil’s SEO analyzer continues to generate 70K in traffic/month
02:18 – It cost $20-30K maximum, but there are cheaper options
02:41 – Use it as a marketing expense
03:05 – Marketing School is giving away a free 1 year subscription to Crazy Egg which is a visual analytics tool
- 03:5 – Go to SingleGrain.com/giveaway for multiple entries
04:00 – That’s it for today’s episode!

3 Key Points:

Your tools don’t have to be complicated, a simple calculation and catchy question will do.
Create a tool that is relevant to your product and service.
The tool will last and continuously drive you traffic, so it is worth your investment.

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7 AdWords Tricks & Tips That'll Boost Your ROI | Ep. #415 Sep 19, 2017

Show notes

In Episode #415, Eric and Neil discuss 7 AdWords tricks and tips that’ll boost your ROI. Tune in to learn why you need to pay attention to your keywords and geo-target your offers.

Time Stamped Show Notes:

00:27 – Today’s topic: 7 AdWords Tricks & Tips That'll Boost Your ROI
00:34 – Tip #1 is to add site links which will give you more opportunity to show up on search results
01:06 – #2: Leverage dayparting
- 01:13 – It is very useful and cost efficient, especially in B2B
01:49 – #3: Single keyword ad groups
- 01:51 – It will allow you to focus on one keyword and keep your ads tailored
02:16 – #4: Geo-targeting
- 02:28 – You can give people specific offers based on their location
03:25 – #5: Make sure you are hooking your AdWords in Google Analytics to have a specific retargeting list
04:01 – #6: Integrate the keywords that the users search for into your landing page
- 04:23 – Optimize landing pages for conversion
04:32 – Last is to use CPA bidding which works well and let Google do its work
05:11 – Marketing School is giving away a free 1 year subscription to Crazy Egg which is a visual analytics tool
- 05:49 – Go to SingleGrain.com/giveaway for multiple entries
06:02 – That’s it for today’s episode!

3 Key Points:

Site links will consistently add traffic to your site and can increase your search ranking.
If you know where your audience is, you can send more curated offers which can increase your conversion rate significantly.
Consistently optimize your landing page with the RIGHT keywords.

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How to Generate Audience Insights Using Facebook | Ep. #414 Sep 18, 2017

Show notes

In Episode #414, Eric and Neil discuss how to generate audience insights using Facebook. Tune in to learn why Facebook’s data is more accurate than Google Insights and how important Facebook Pixel can be for your website.

Time Stamped Show Notes:

00:27 – Today’s topic: How to Generate Audience Insights Using Facebook
00:35 – Audience insights will show you who’s visiting your website
00:38 – Google Analytics isn’t as accurate as Facebook
- 01:00 – You can plug in a Facebook P ixel on your website for free
01:20 – There are tons of tutorials available on the web for how to start with Facebook Pixel
- 01:32 – Load up your audience
- 01:43 – It’s better if you have a business manager account
- 02:08 – With a custom audience, you can see people’s behaviour
02:34 – Marketing School is giving away a free 1 year subscription to Crazy Egg which is a visual analytics tool
- 03:46 – Go to SingleGrain.com/giveaway for multiple entries
04:00 – That’s it for today’s episode!

3 Key Points:

Facebook’s data is accurate because of the number of the databases they have.
Facebook Pixel can be plugged in to your website for free and it’ll show you your customers’ behavior.
You can also customize your audience depending on your target market.

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How to Get Good Photos and Audio Files for Your Content | Ep. #413 Sep 17, 2017

Show notes

In Episode #413, Eric and Neil discuss how to get good photos and audio files for your content. Tune in to discover where you can get royalty-free photos and audio files and why it’s advantageous for you to add media to your content today!

Time Stamped Show Notes:

00:27 – Today’s topic: How to Get Good Photos and Audio Files for Your Content
00:40 – People want to see videos or other media formats aside from the usual text
00:52 – People can easily digest information from audio and video
00:59 – An audio file doesn’t necessarily mean that it has to have context, it can be a background sound that catches your audience’s attention
01:18 – You want to have visual images with your content to keep readers engaged
01:30 – There are new artists on YouTube who want their music out so maybe you can use them royalty-free and just add credits
01:47 – You can also find other audio files from AudioJungle
01:52 – For photos, you can check Twenty20 and Canva
02:28 – Neil pays for his photos from Fotolia
- 02:44 – Use the half size download which still has a high resolution
03:16 – Marketing School is giving away a free 1 year subscription to Crazy Egg which is a visual analytics tool
- 03:55 – Go to SingleGrain.com/giveaway for multiple entries
04:08 – That’s it for today’s episode!

3 Key Points:

Adding any media to your content will make it more engaging for the viewer.
There are sources that you can use that are royalty-free—just don’t forget to give credit.
Utilize media—just make sure whatever you use relates to your content.

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How to Build Retargeting Lists With Outbound Prospecting | Ep. #412 Sep 16, 2017

Show notes

In Episode #412, Eric and Neil discuss how to build retargeting lists with outbound prospecting. Tune in to learn how you can retarget without breaking any terms or service agreements and why the rule of 7 is still effective in marketing today.

Time Stamped Show Notes:

00:27 – Today’s topic: How to Build Retargeting Lists With Outbound Prospecting
00:36 – First, make sure you’re following the terms and services of Google and Facebook or other retargeting services
01:25 – Know your ideal customer
01:38 – Outbound prospecting is more for B2B
01:50 – You can reach the head of businesses directly through Outreach and Zen Prospect; use these tools to gather emails and reach businesses at scale
- 02:38 – Plug the outbound emails into a retargeting list on LinkedIn, Google and Facebook
03:14 – If you’re a sales person, make sure you add value and share insights to your customers
- 03:47 – Then you can retarget people by asking them to opt-in for more marketing insights
04:07 – When you remarket people, they see you more often
- 04:11 – The rule of 7 in marketing
04:21 – Neil creates specific remarketing ads for the individual companies
04:51 – Account-based marketing works
05:14 – Neil never had issues with remarketing
05:54 – Instead of trying to be interesting, be interested in the people you connect with
06:21 – Marketing School is giving away a free 1 year subscription to Crazy Egg which is a visual analytics tool
- 07:01 – Go to SingleGrain.com/giveaway for multiple entries
07:10 – That’s it for today’s episode!

3 Key Points:

Figure out who your ideal customers are so you know who you should specifically target.
As a sales person, make sure you add value and marketing insights to your customers.
The more often a customer sees you, the more likely they will buy.

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What Neil and Eric Do for Content Promotion | Ep. #411 Sep 15, 2017

Show notes

In Episode #411, Eric and Neil discuss what they do for content promotion. Tune in to learn why your competitors in the same space are actually your allies. You’ll also find out the tools that Eric and Neil have leveraged to promote their content.

Time Stamped Show Notes:

00:27 – Today’s topic: What Neil and Eric Do for Content Promotion
00:35 – Neil isn’t currently doing any content promotion but he used to
00:47 – Neil suggests finding other bloggers in your space to ask them to promote your blog
- 01:00 – You can pay them and have them send traffic to a landing page that has an ebook, download or giveaway
- 01:14 – Add social sharing icons to your blog post page
01:21 – Neil also emails the people who shares his competitor’s article
- 01:25 – Go to BuzzSumo to find who shared your competitor’s post
02:17 – Eric uses Wavve to share audio clips on social media
02:54 – Eric and Neil promotes their content on LinkedIn by writing 2-3 sentences and adding a link to the actual post
03:20 – If you link out to someone on your blog post, email them telling them that you love what they’re doing, that you linked out to them and to check out your blog post
- 03:43 – The response for this is high
04:18 – You can repost your blog post on Medium where you can increase your reach
04:58 – Eric also targets emails that are cheaper
05:04 – Facebook is a good way to build your audience
05:22 – Marketing School is giving away a free 1 year subscription to Crazy Egg which is a visual analytics tool
- 06:04 – Go to SingleGrain.com/giveaway for multiple entries
06:20 – That’s it for today’s episode!

3 Key Points:

Not everyone in your field are your competitors, find a way to mutually benefit from one another, linking out to each other’s blogs.
LinkedIn drives a lot of traffic, so take advantage of it—promote your content with a link to your page.
Facebook is always a good place to promote your content and build your audience.

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What Is an Advertorial (And How Can You Use Them)? | Ep. #410 Sep 14, 2017

Show notes

In Episode #410, Eric and Neil discuss the bones of an advertorial and how you can use them to grow your business. Tune in to learn the characteristics of an effective advertorial and the websites that will market your advertorial for you.

Time Stamped Show Notes:

00:27 – Today’s topic: What Is an Advertorial (And How Can You Use Them)?
00:38 – Affiliate marketers usually run advertorial from their microsites
- 00:45 – Microsites can be a new blog
- 00:50 – The blog post can be about a story
01:00 – An advertorial is like a story or editorial with an ad in it
01:13 – An advertorial piece should be well written and trigger people’s emotions
01:31 – Eric shares a bed bug example of an advertorial
01:53 – Affiliate marketers put domains right into their advertorial
02:20 – In an advertorial, you integrate the solution and explain why it is the best solution
02:38 – Most advertorials from Facebook drive the most traffic
02:50 – Taboola and Outbrain can be options, but be careful using these platforms
- 03:22 – Think about the long game
03:31 – Marketing School is giving away a free 1 year subscription to Crazy Egg which is a visual analytics tool
- 04:11 – Go to SingleGrain.com/giveaway for multiple entries
04:25 – That’s it for today’s episode!

3 Key Points:

Create an advertorial that is educational and evoke people’s emotions.
Links are inserted right into an advertorial—making it easy for readers access and buy your solution.
Be careful about where you link your advertorial; keep the long-term game in mind.

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Why You Ought to Pay For Celebrity Endorsements | Ep. #409 Sep 13, 2017

Show notes

In Episode #409, Eric and Neil discuss why you ought to pay for celebrity endorsements. Tune in to find out how to make celebrity endorsements possible and the potential gains you can receive by investing in them.

Time Stamped Show Notes:

00:27 – Today’s topic: Why You Ought to Pay For Celebrity Endorsements
00:35 – “Anytime you have a celebrity on your landing page, your conversion rate will go through the roof”
01:02 – Celebrity endorsements work well
01:11 – Beats currently has Kylie and Kendall Jenner, Lebron James and other celebrities endorsing them
- 01:46 – They’ve increased their target market size
01:55 – The question is: if you’re already spending so much on paid ads, can you get a celebrity endorsement for $30-40K?
- 02:04 – The answer is “yes”
02:16 – There are micro influencers that you can connect with and help you promote your business
02:36 – Micro influencers have at least 20K followers
02:52 – In Shoe Dog, Phil Knight talked about using celebrities to endorse products
03:23 – Neil’s friend owns Binary Options and they got Conor McGregor to endorse them after he lost his first fight
- 03:52 – Binary Option’s conversion rate went up and they paid McGregor quite a low rate
04:45 – Marketing School is giving away a free 1 year subscription to Crazy Egg which is a visual analytics tool
- 05:44 – Go to SingleGrain.com/giveaway for multiple entries
05:55 – That’s it for today’s episode!

3 Key Points:

Celebrity endorsements work well and is a sure-fire way to boost your conversion through the roof.
If you’re spending a lot on paid ads, you might want to consider building a relationship with a micro influencer instead.
Celebrity endorsements aren’t just the Michael Jordans and Kylie Jenners, reach out to those who have influence and can give you a lower rate.

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Beginner's Guide to Quora Ads | Ep. #408 Sep 12, 2017

Show notes

In Episode #408, Eric and Neil provide the beginner’s guide to Quora ads. Tune in to learn what you need to know to start advertising on Quora and why now is the right time opt in!

Time Stamped Show Notes:

00:27 – Today’s topic: Beginner's Guide to Quora Ads
00:59 – Quora is a questions and answers site which generates tons of traffic
01:29 – Quora’s valuation is currently over one billion dollars
01:42 – When Eric goes on to Quora, he sees people like Jason Lemkin
01:59 – You can have your ads show up with a question or something catchy
02:19 – Quora ads is currently cheap
02:34 – One of Eric’s clients, Lever, is an applicant tracking system
- 02:40 – An applicant tracking system helps you manage the whole hiring process
03:07 – Lever has an ad that shows up in Quora when a question related to the hiring process comes up
03:29 – You want to advertise to people who are asking questions related to your product
04:14 – “The numbers have to work for you”
04:30 – Eric is currently running an ad on Quora for their e-book
- 04:40 – The conversion rate to their landing page is 20%
04:53 – Cost per click is $3 but the conversion rate is around $15
05:45 – Cost per click varies
06:27 – Marketing School is giving away a free 1 year subscription to Crazy Egg which is a visual analytics tool
- 07:10 – Go to SingleGrain.com/giveaway for multiple entries
07:22 – That’s it for today’s episode!

3 Key Points:

Quora currently generates tons of traffic—this is a great place to implement your ads.
You target Quora ads to the people who ask questions related to your business service or product.
Leverage Quora ads NOW as the costs are still low and the conversions are high.

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