Marketing School - Digital Marketing and Online Marketing Tips

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Latest Episodes:

Is It a Good Time to Start a Marketing Agency? | Ep. #257 Apr 14, 2017

Show notes

In Episode #257, Eric and Neil discuss whether it is a good time to start a marketing agency. Tune in to learn why starting a marketing agency today IS a great thing due to the internet. Also, Eric and Neil tell you how to keep yourself competitive against the other big guys in the marketing agency space.

Time Stamped Show Notes:

00:27 – Today’s topic: Is It a Good Time to Start a Marketing Agency?
00:39 – Neil just started an agency
01:09 – Neil generates an average of 300-500 leads
01:31 – It IS a great time because online marketing is trackable
01:58 – Facebook and Google’s market cap is so high
02:10 – The real question is: are you good enough to start an agency?
02:47 – Eric thought that their competition was going to eat them up
03:04 – When you’re trying to be a full-service agency and you’re trying to work with all types of clients, that’s when you set yourself up for failure
03:14 – You should focus on a certain area at the start
03:35 – As long as the platforms are out there and they have your attention, there is room for everyone
03:56 – The specialist tends to do their best
04:20 – When you’re starting off, you’re going to compete with the big guys
- 04:30 – The weakness of the big guys is that they’re not personable
- 05:03 – Neil’s sample pitch for the big guys
- 05:27 – Use the company’s weakness against them when pitching against them
05:38 – Go out there and establish relationships
- 06:06 – Being able to connect with people is going to help you
06:18 – Neil talks about partnership with people in the industry
06:44 – Neil’s Advance Marketing Program
06:55 – That’s it for today’s episode!

3 Key Points:

Online marketing is trackable—making it easier to know if your efforts are working.
The real question is: are you good enough to start an agency?
Establish relationships with the people in your market and build partnerships.

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How to Convert Your Leads into Paying Clients | Ep. #256 Apr 13, 2017

Show notes

In Episode #256, Eric and Neil discuss how to convert your leads into paying clients. Tune in to learn the most effective ways to convert your leads, such as being mindful of your response time and how often you check in with your clients. Eric and Neil also explain why documenting your leads is essential in scaling your business.

Time Stamped Show Notes:

00:27 – Today’s topic: How to Convert Your Leads into Paying Clients
00:40 – There was a study about calling your leads
- 01:04 – One of Eric’s clients was impressed by their speed
- 01:23 – If you don’t follow up on a deal quick enough, you will lose a lot of them
01:30 – Converting a lead happens through a lot of follow up
- 02:09 – Neil uses Yesware to keep track of the follow up
- 02:29 – Some people focus more on the content without tracking if the leads are opening up or not
03:03 – Track how often you touch base with your client
- 03:25 – Have a process so it’s easier to pass this onto another person, if needed
- 03:30 – Document your tracking
03:47 – If you’re trying to scale a business, you need to have everything documented and not just in your head
03:55 – Once you have something on paper, you know where to find it
04:09 – Neil refers to F1 racing as an example
04:42 – Converting requires fine tuning the process
05:11 – What clients said about Eric that made them convert
05:46 – For every lead that doesn’t convert, get in contact with them, and talk to them about why they didn’t sign up
- 06:03 – Answer their objections for future pitches
06:14 – Marketing School is giving away a copy of Yesware, which is a great sales tool
- 06:45 – To enter, subscribe, rate and review Marketing School
- 06:49 – Text MAREKTINGSCHOOL to 33444
06:59 – Eric and Neil paid for the giveaway and wants the listeners to know how helpful the tools are
07:22 – That’s it for today’s episode!

3 Key Points:

Call your leads and follow up ASAP—speed is a huge factor when it comes to sealing a deal.
The more you follow up on your leads, the more chance you have for them to convert.
Know your customer’s objections and use this knowledge to fine tune your process and responses.

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How to Keep Track of Emerging Trends in Your Industry | Ep. #255 Apr 12, 2017

Show notes

In Episode #255, Eric and Neil discuss how to keep track of emerging trends in your industry. Tune in to learn why networking is of the utmost importance when it comes to being up to date with the latest trends and tools. You’ll also find out what blogs and social media platforms Eric and Neil use to stay on top of their game.

Time Stamped Show Notes:

00:27 – Today’s topic: How to Keep Track of Emerging Trends in Your Industry
00:37 – Eric looks at Feedly to take their RSS feeds and segment them
- 00:52 – When Eric wakes up, he’s puts them into Pocket which is his “read later” tool
- 01:02 – Looking at the headlines in the morning gives Eric an idea on what is going on and gets his brain moving
01:23 – Neil uses Twitter
- 01:31 – It is still a great tool to know the latest in your industry
- 01:49 – Follow the people within your industry
01:59 – For Twitter, Eric uses Tweetbot
- 02:29 – Eric likes Twitter because when something big happens, it will trend easily
03:03 – Listen to different podcasts in your industry
03:24 – The new tactics and trends can be easily shared through podcasts
- 03:59 – Eric and Neil discuss with each other what they are doing and their results
- 04:30 – Eric and Neil are doing this with other people in their space
- 04:35 – “If you’re not networking with people, you’re not going to be ahead of them”
04:40 – Eric had a chat with Sean Ellis of Growth Hacker
- 04:52 – Shawn shares why he started Growth Hacker
- 05:04 – If you meet with other people, you can build relationships
05:18 – Eric shares when he went to the Traffic and Conversion Conference
- 05:25 – One of Neil’s business partners connected with one of Eric’s friends
06:16 – Make sure you reciprocate
06:28 – Eric enjoys looking at Venture Capital blogs like CB Insights, Mattermark and Crunchbase
- 07:03 – It can give you an idea of where things are going, in general
07:13 – That’s it for today’s episode!

3 Key Points:

Twitter might be dead, but it is still a good platform to know what is currently happening in your space.
Networking with people in your industry builds relationships and helps you stay updated on the latest news and trends.
You will learn more if you reciprocate.

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7 Tools to Help You With Reputation Management | Ep. #254 Apr 11, 2017

Show notes

In Episode #254, Eric and Neil discuss the 7 tools to help you with reputation management. Tune in to learn which tools will help you keep track of your reputation, respond to negative feedback, and also preempt any future, negative domain names that could tarnish your brand.

Time Stamped Show Notes:

00:27 – Today’s topic: 7 Tools to Help You With Reputation Management
00:36 – Use Mention or Google Alerts to track your brand mentions
00:51 – Second is to use Google Suggest
- 01:06 – Create articles that combat the negative feedback
01:21 – Use KnowEm to claim multiple social networks or multiple profiles
- 01:42 – Just do the work upfront
01:53 – Use a domain checker like Check Domain
- 02:07 – Type your name or company name, plus a negative remark or word attached to it—then register those domains
02:29 – Fifth is Imagerater which will allow you to look for people who are using your unique images in a negative way
- 03:02- Google Image search works, too
03:06 – Use SERP's rank checker
- 03:43 – This can help you be aware of the links that link back to you
03:52 – Use Complaint Search Box
- 03:54 – It allows you do Google searches in over 40 complaints’ websites
04:14 – That’s it for today’s episode!

3 Key Points:

Always track your brand mentions – know what people are thinking about your brand.
Create the possible domain name that can ruin your reputation in the future.
Keep up your ranking and be aware of those who are ahead or behind you.

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What Is Negative SEO? | Ep. #253 Apr 10, 2017

Show notes

In Episode #253, Eric and Neil discuss what negative SEO is. Tune in to know how you can protect your site from negative SEO and the way Google works in regards to dishing out penalties and pushing one’s website ranking down.

Time Stamped Show Notes:

00:27 – Today’s topic: What Is Negative SEO?
00:32 – Negative SEO is when someone pushes your SEO down
- 00:43 – A good example of this is when someone builds porn or casino links to your site
00:56 – It becomes negative SEO when you begin to rank lower
01:03 – Negative SEO is when Google starts to filter you
01:13 – Eric thinks of SEO as an over-optimization cup
- 01:21 – Each size has a different cup size
- 01:23 – Big sites like Amazon have bigger cups and more room for errors
- 01:57 – Once you hit your cup limit, that’s when Google starts to hit you with penalties
02:37 – Neil sees this happening in the aggressive industries
02:46 – Some people are taking websites that have spammy links and they link them to their website
03:00 – Google is improving their algorithm to fight negative SEO
03:11 – Make sure you continue to update your disavow file with Google Webmaster Tool
03:50 – Eric doesn’t worry about negative SEO as much as he did before
04:03 – The Marketing School is giving away 5 annual copies of Ahrefs this week
- 04:10 – To enter, subscribe, rate and review the Marketing School Podcast
- 04:16 – Text MARKETINGSCHOOL to 33444
05:14 – That’s it for today’s episode!

3 Key Points:

Negative SEO pushes your ranking down—beware of people who links with negative content to your site.
Consistently track and update your disavow file— this will help a lot.
In the end, don’t worry too much about negative SEO as there is only so much you can do.

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How to Maximize Your SERP Real Estate | Ep. #252 Apr 09, 2017

Show notes

In Episode #252, Eric and Neil discuss how to maximize SERP real estate. Tune in to learns tips and strategies that will get your rank to 0 as well as the ways in which you can occupy multiple slots in SERP.

Time Stamped Show Notes:

00:27 – Today’s topic: How to Maximize Your SERP Real Estate
00:33 – SERP is Search Engine Results Page
01:00 – Figure how you can rank zero by having proper headings
- 01:22 – The MOZ beginner guide
01:44 – To get more results in SERP, have multiple pages in your site which are also sub-domain
- 02:08 – If you Google Marketing School, they occupy 5 results with different domains
- 02:31 – One of Eric’s real estate clients gets more results using their social media pages
03:15 – Answer questions or have a “how to” guide If you want rich snippets
03:36 – In Google Search Console, you can control the links that are showing up
04:18 – In linking, when you have subpages under the top keyword, you can also take up multiple spots
- 05:03 – You also want to link to those internal pages
- 05:47 – You don’t have to rank the second one as high as the first one, just high enough
05:54 – Eric does reputation management for a client
- 06:03 – Eric is building links to other high page, authority results
06:29 – The Marketing School is giving away 5 annual copies of Ahrefs this week
- 06:35 – To enter, subscribe, rate and review the Marketing School Podcast
- 06:41 – Text MARKETINGSCHOOL to 33444
07:17 – That’s it for today’s episode!

3 Key Points:

Proper headings can make ALL the difference – make sure it is relevant and works for you.
How-to guides and answering questions can give you really good ranking through the snippets.
Search for the top keywords and have pages link to it.

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7 Types of Content Upgrades You Can Try Today | Ep. #251 Apr 08, 2017

Show notes

In Episode #251, Eric and Neil discuss the 7 types of content upgrades you can try today. Content upgrades are a great opportunity to grow your email list and thus, those conversions. Tune in to learn about the different types of content upgrades you can offer your audience and find out which one suits your company best.

Time Stamped Show Notes:

00:27 – Today’s topic: 7 Types of Content Upgrades You Can Try Today
00:33 – A content upgrade is when you use Leadbox or other email tools to offer people freebies
00:53 – The idea of a content upgrade is offering something in exchange for their email addresses
00:57 – Content upgrades are helpful for Eric’s conversion rate
01:08 – First, try a downloadable checklist
- 01:32 – Checklists are easy to look at and people like to get templates
01:39 – Second is a cheat sheet
02:02 – Third, use a tool called Designrr
- 02:16 – Your blog post can be converted to PDF
02:49 – Fourth is to give your audience something educational
03:20 – Fifth is to provide an email course
- 03:30 – If you want people to get a course, get them to subscribe to a campaign
04:00 – Sixth, provide them the next thing they should read based on what they are currently reading
04:42 – An alternative to webinar is to have a video launch sequence
- 04:52 – Check Jeff Walker’s product launch
- 05:20 – You can also do an Evergreen webinar using EverWebinar
05:27 – The Marketing School is giving away 5 annual copies of Ahrefs, this week
- 05:32 - To enter, subscribe, rate and review the Marketing School Podcast
- 05:38 - Text MARKETINGSCHOOL to 33444
06:28 – That’s it for today’s episode!

3 Key Points:

A content upgrade is a great opportunity to boost your conversion rate significantly.
Give your audience something valuable and educational, so they can’t resist.
Keep track of your audience behavior to know what type of content upgrade suits them best.

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7 Ways You Can Use Video to Improve Conversion Rates | Ep. #250 Apr 07, 2017

Show notes

In Episode #250, Eric and Neil discuss 7 ways you can use video to improve conversion rates. Tune in to learn the type videos you should have, where they need to be placed, and the value of doing live video for your audience. Eric and Neil also discuss how to maximize your best video content to boost your conversion.

Time Stamped Show Notes:

00:27 – Today’s topic: 7 Ways You Can Use Video to Improve Conversion Rates
00:44 – Eric uses retargeting and remarketing for their blog
- 01:01 – This builds relationship and is based on the audience’s behavior
01:17 – Some of Neil’s sales come from remarketing
- 01:26 – Neil shows specific videos
01:39 – You can use your explainer videos, repeatedly
- 02:03 – Your explainer videos should answer objections and create a story
- 02:22 – Use Qualaroo or SurveyMonkey to know people’s objections before they buy
02:44 – Eric has a “thank you” video
03:11 – Fourth is to add a video to your homepage
- 03:30 – Talk about the problems people are facing
- 03:40 – Use the video to direct the people into your highest converting funnel
04:04 – Fifth is about the book Breakthrough Advertising
- 04:23 – DigitalMarketer covered the UPSYD model weeks ago
- 04:30 – Eric shares what UPSYD is
05:58 – Sixth, educate people through video or presentation (especially for new visitors)
06:15 – Last is to do live videos
- 06:23 – You can check the videos statistics and boost the ones that are working well
- 06:30 – Eric shares what he does when a user visits his free consultation page
07:05 – The Marketing School is giving away 5 annual copies of Ahrefs, this week
- 07:21 – Subscribe, rate and review the Marketing School Podcast
- 07:26 – Text MARKETINGSCHOOL to 33444
07:40 – Eric and Neil don’t get paid for the sponsorship and just want to give their audience cool stuff that they can use
08:12 – That’s it for today’s episode!

3 Key Points:

An effective explainer video should answer your audience’s objections and problems.
Use your videos to direct people to your highest converting funnel.
If you haven’t hopped on live videos, now is the time—repurpose the ones that generate the most traffic.

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How to Create a Seamless Checkout Process | Ep. #249 Apr 06, 2017

Show notes

In Episode #249, Eric and Neil discuss how to create a seamless checkout process. Your processes can easily make or break a sale. So what defines a seamless checkout process? Eric and Neil provide you with first-hand advice for how to clean up your checkout—from design to making sure that your audience is informed each step of the way.

Time Stamped Show Notes:

00:27 – Today’s topic: How to Create a Seamless Checkout Process
00:40 – Make the checkout process as simple as possible
- 00:49 – The more friction you cause, the more difficult it is to convert people
- 00:55 – The book Don’t Make Me Think will teach you about how to design your processes in a user friendly way
01:17 – The more you get people engaged, the more they are likely to finish the checkout process
- 01:51 – You can also email people who didn’t complete their checkout, so that they can convert to a sale
01:58 – If you want to build a relationship, integrating a live chat is a great option
- 02:13 – You can use Intercom
- 02:27 – Make your pages mobile-optimized and responsive
- 02:52 – Amazon’s checkout process
03:55 – The seamless process only works if your audience knows what they’re doing
04:02 – Make sure your audience understand your product and what they’re buying
04:25 – Keep the users informed of each step within the process
04:53 – Make the experience consistent
05:05 – The speed also takes plays a part in the overall experience
05:30 – Make it easy for people to go back to where they left off
05:42 – The Marketing School is giving away 5 annual copies of Ahrefs this week
- 05:51 – Subscribe, rate and review the Marketing School Podcast
- 05:55 – Text MARKETINGSCHOOL to 33444
06:11 – That’s it for today’s episode!

3 Key Points:

Make the checkout process as easy and simple as possible.
A seamless checkout process only works if your audience knows what they are doing.
A consistent process creates the best experience.

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7 Creative Ways to Market to Your Email List | Ep. #248 Apr 05, 2017

Show notes

In Episode #248, Eric and Neil discuss the 7 creative ways to market to your email list. Sending a personal message or doing a bit more front end research regarding data on your leads can all be effective methods to market better. Tune in to maximize your marketing efforts with your email list and watch your click rates soar.

Time Stamped Show Notes:

00:27 – Today’s topic: 7 Creative Ways to Market to Your Email List
00:35 – First is the Frank Kern style – resurfacing important emails, over and over, until you click
- 00:43 – You can use Drip and Infusionsoft
- 01:23 – You want to create a workflow for your emails
01:34 – Neil uses PicSnippets which allows you to create custom images for your emails
02:21 – Third is RSS to blogs
- 02:50 – RSS automation makes things easier for you
02:54 – Fourth is to segment your list right after they opt-in
03:39 – You also send manual messages to your list
- 04:06 – Eric sends manual messages once a week and the open rate is higher
04:23 – Sixth is to integrate your email system with Clearbit to get more of your lead’s data
- 04:59 – You can send them more customized emails, as well
05:11 – From the Clearbit’s data, find companies that are more relevant to you
- 05:22 – Reach out to them using Mixmax
- 05:39 – Eric generated some opportunities using this technique
- 06:06 – Do an Evergreen launch
- 06:22 – The Jeff Walker’s sequence is also very beneficial
06:35 – That’s it for today’s episode!

3 Key Points:

When it comes to emailing your list—keep a healthy balance between automated and personalized messages.
Being more personal in your emails attracts more clicks.
Research tried and tested email sequences to see what works best for you.

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