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Marketing School | Digital Marketing | Online Marketing

Neil Patel (CrazyEgg & Kissmetrics) and Eric Siu (Growth Everywhere & Single Grain) bring you daily ACTIONABLE digital marketing lessons that they've learned through years of being in the trenches. Whether you've just started a website or you manage millions of pageviews, Neil & Eric will help you take it to the next level.
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Now displaying: January, 2017
Jan 31, 2017

In Episode #184, Eric and Neil discuss what you should do when your business stops growing. There are many different solutions and options you can explore before deciding to throw the towel. Tune in to find out what Eric and Neil used as solutions when their own businesses were struggling and how an outsider’s perspective can make all the difference in saving your business.

Time Stamped Show Notes:

  • 00:30 – Today’s topic: What Should You Do When Your Business Stops Growing?
  • 00:45 – First, look at your analytics and numbers and see what’s going on
    • 00:53 – Are you losing traffic? Assess, then look at the actions you should take
    • 02:00 – Do your due diligence, don’t necessarily give up
  • 02:20 – Look at other businesses and see how they are growing, learn from them
  • 03:37 – Sometimes you’re too close minded about your processes
    • 04:00 – Neil shares an example from his own personal experience
    • 04:14 – One small change like changing URL structure, does make the difference to growing your traffic
    • 05:17 – The solution isn’t necessarily in your head, step back, and try to look at it form an objective perspective
  • 05:30 – Network with others, be transparent with what’s happening, and you might get the RIGHT feedback and ideas that are worth trying out and will HIT that problem
  • 06:14 – Just because you’re an expert in your space, doesn’t mean you know how to grow your own business
  • 06:36 – Sometimes you’re too close to your own business to see what needs changing
  • 06:45 – Pay contractors and find consultants, or go to networking events
  • 07:40 – Eric shares his struggle with finding lead sources; check out Nathan Latka's podcast He Bought a $150k/mo Agency for $2 with Eric Siu

    • 08:21 – Joining Entrepreneurs' Organization helped Eric find out what he needed to do to save his company—the peer group helped him learn from their experiences
    • 09:16 – If he didn’t have help from this particular peer group, he’d be left Googling for solutions
  • 09:45 – Network at conferences!
  • 09:55 – At the end of the day, you’re dealing with humans and you need that connection
  • 10:30 – That’s it for today’s episode!

3 Key Points:

  1. If you feel like your business is struggling, ASSESS your analytics and numbers to find out what’s going on BEFORE you take action.
  2. Get an outsider’s perspective and help even IF you’re an expert at what you do—sometimes you’re just too close to the situation.
  3. ENGAGE and NETWORK—at the end of the day, you’re dealing with humans and you need that community to help you out.

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Jan 30, 2017

In Episode #183, Eric and Neil discuss when you should give up on a marketing campaign. Tune in to find out if it is the right time to give up your current marketing campaign or whether it’s time to just pause it. Neil also shares from his own personal experience with spending on branding and how his return on investment didn’t come until years later.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: When Is It Time to Give Up on a Marketing Campaign?
  • 00:58 – Have specific goals, objectives, and have a timeline
  • 01:05 – Set your smart goal, initially
  • 01:18 – Have the right mindset
  • 01:36 – If a marketing campaign doesn’t work at first, you can pause it and not shut it down
    • 02:06 – Neil had spent on branding, but it wasn’t generating money
    • 02:30 – After 6 years, Neil is now getting a big ROI from branding
    • 03:15 – Paid acquisition is a short term campaign where you should get a ROI in just a few months
  • 04:05 – Marketing requires reiteration
  • 04:30 – The traction of YouTube ads
  • 05:25 – Always put a timeline on whatever you’re doing
  • 06:00 – That’s it for today’s episode!

3 Key Points:

  1. Just because something isn’t working right now, doesn’t mean it won’t work in the future.
  2. Setting a timeline for your marketing campaign makes you more productive and can save you some money.
  3. Have specific goals and objectives to guide you.

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Jan 29, 2017

In Episode #182, Eric and Neil discuss how you can effectively integrate design into your marketing collateral. Tune in to discover just how important design is in your marketing campaign and why you need to be more careful in picking the right design.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: How to Effectively Integrate Design Into Your Marketing Collateral
  • 01:00 – “Design shouldn’t just be used to make things look pretty, it should have a purpose. The purpose should be to help emphasize the message you’re trying to make and drive sales and conversion.”
  • 01:15 – Having a styling guide will help you to be consistent
    • 01:47 – Check Dribbble to get ideas from different portfolios
    • 01:58 – Intercom is consistent in having a good-looking design
  • 02:26 – “Make your designs very simplistic. Designs that are too overwhelming tend to not convert well”
  • 02:35 – Make sure the text is legible and dark in color for easier reading
    • 02:49 – “Text impacts conversion more than anything else”
  • 02:58 – “Make the design fall with the message you’re trying to create”
  • 03:38 – Use call-to-actions throughout the design
  • 03:53 – Make sure you are also answering objections
  • 04:46 – “Your landing page should be one cohesive story”
  • 05:05 – When you’re designing a page, your website should be responsive
    • 05:25 – Make sure that it works on different browsers and devices
  • 05:38 – Land-book has good examples of different landing pages
  • 06:05 – Swiped has different ideas worth checking out
  • 06:13 – Great design should be invisible and should be sitting in the background
  • 06:31 – “Make sure the design elements you use on different device types are more relevant”
  • 07:27 – That’s it for today’s episode!

3 Key Points:

  1. A simple and great design is invisible and therefore, converts into sales.
  2. Make sure the design is not hurting or taking away from the message.
  3. The design should be tailored specifically to each device for the users to have that unique experience.

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Jan 28, 2017

In Episode #181, Eric and Neil discuss what kind of videos you should be creating when doing live streaming. They also delve into what interests viewers in terms of content and how you should carry yourself in your videos. Tune in to get some practical advice on how to connect with your viewers and make those conversions—in other words, how to make a successful video.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: Live Streaming 101: What Kind of Videos Should You Be Creating?
  • 00:40 – “Behind the scenes” videos are always a way to get people watching
  • 01:03 – Second, do a Q&A as it builds relationship and interaction with the viewers
  • 01:20 – Third, try to do an interview—perhaps an impromptu interview
  • 01:30 – With Facebook live, you can also invite others to join your live stream
  • 01:40 – Fourth, check Gary Vaynerchuk and his short clips of advice and try to mimic him
    • 01:52 – Make sure it is general advice related to your audience, that will really help them
  • 02:15 – Fifth, do a product or service demo
    • 02:35 – Think of the value first
  • 02:45 – Sixth, share personal stuff that isn’t always positive
    • 03:21 – People can relate to it and learn from it
  • 03:42 – Seventh, treat your live stream as a webinar
    • 03:48 – Use Wirecast to simultaneously be online on several online platforms
    • 04:43 – Just be careful in showing recorded videos live because some people may not like that
  • 05:03 – That’s it for today’s episode!

3 Key Points:

  1. Be more open and transparent – it builds trust and goodwill with your viewers.
  2. People love “behind the scenes” videos and appreciate seeing the whole picture of your experience.
  3. Always plan and prepare, in advance, what you will share on live streaming – be sure it is valuable and helpful to your viewers.

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Jan 27, 2017

In Episode #180, Eric and Neil discuss how you can get started with affiliate marketing. What is affiliate marketing and how can this benefit your brand and company? Tune in to find out how to be successful in affiliate marketing and the essential guidelines for setting it up. 

Time Stamped Show Notes:

  • 00:27 – Today’s topic: How to Get Started with Affiliate Marketing
  • 00:35 – Affiliate marketing is performance marketing
  • 01:10 – The commission will depend on the industry and products
  • 01:39 – Affiliate marketing is getting other marketers to push your product
  • 01:47 – Affiliate Marketing One Hour a Day by Evgenii Prussakov
  • 02:06 – It’s about the traffic you can get and what you can promote that is relevant to the offer
    • 02:52 – You can also do paid advertising
    • 03:05 – Cheap traffic sources are Facebook and Pinterest
  • 03:26 – LeadDyno and Getambassador are great tools
  • 04:07 – Have specific guidelines set up so your brand won’t get destroyed by the affiliate
  • 04:25 – Go to any popular affiliate network and see what offers convert the best
  • 04:52 – If your conversions are not done right, you’re not going to have any revenue
  • 05:24 – In Clickbanks,their metrics helps you guide your conversion
  • 05:48 – Credit Karma tells you the credit score
  • 06:00 – TPG or The Points Guy is doing affiliate marketing really well
  • 06:27 – Make sure that whatever you do in affiliate marketing, it’s for the long term
    • 06:34 – Look for long-term legitimate companies and not shady ones
  • 06:56 – Use Pretty Link which is a Wordpress plugin to cloak your links
  • 07:20 – That’s it for today’s episode!

3 Key Points:

  1. Affiliate marketing is performance marketing.
  2. Look for companies you can work with for the long term—don’t fall for shady affiliates that can possibly ruin your brand.
  3. Get your conversions right—do the work to understand everything you can about affiliate marketing.

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Jan 26, 2017

In Episode #179, Eric and Neil discuss the type of content you should be creating when you can only blog one time a week. Tune in to learn how to make a blog that strikes its audience—and not just to read the blog—but compelling enough to share it, too!

Time Stamped Show Notes:

  • 00:27 – Today’s topic: What Type of Content Should You Create When You Can Only Blog 1x a Week?
  • 00:39 – Neil was using Quick Sprout, just once a week
  • 01:38 – You want to produce something that stands out and makes people want to link
  • 01:49 – First, figure out who are you targeting and how you can help them
  • 02:10 – Second, who are your ideal customers?
  • 02:55 – Your content should be very specific
  • 03:25 – Companies are looking at more detailed metrics
  • 03:42 – Blogs should be actionable and thorough
  • 04:00 – Groove HQ is a good example of a growing blog
  • 05:08 – Help Scout blog posts are in-depth and well done, ranking 1 and 2 on Google
  • 05:56 – Be specific and don’t go for volume; go for relevancy and helpfulness
  • 06:10 – That’s it for today’s episode!

3 Key Points:

  1. Produce a blog post that stands out and that people want to share through linking.
  2. Know your target and ideal customers and provide content that is helpful to them.
  3. The KEY is to be relevant towards the right people.

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Jan 25, 2017

In Episode #178, Eric and Neil discuss how you can get sales and marketing to work together. Sales and marketing are a vital part of your company whose roles/tasks are mutually dependent on one another. Therefore, it’s wise to get these teams collaborating. Tune in to find out the benefits of having these two teams work together and how to streamline the communication process.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: How to Get Sales and Marketing to Work Together
  • 00:48 – Get both teams together to brainstorm great content and blog post ideas
  • 01:07 – Objections can also be answered and conversion rates can go up
  • 01:14 – Collaboration is key and people like to work together
  • 01:35 – “Most sales organizations are data driven”
  • 02:15 – Automate as much as possible
  • 02:19 – Improve and keep adjusting the funnel
  • 02:40 – Analyze the presentation and be analytical
  • 03:16 – Marketing can have a clear understanding of how they can help sales and sales should start closing more
  • 03:25 – Use Amplemarket on Slack to see the individuals or leads that are coming in
  • 03:43 – Use Clearbit to plug in all your leads and have your sales team crystalize your leads
    • 03:54 – Consider this as your Inbound SDR (Sales Development Rep)
  • 04:08 – You can use InsideSales that integrates with Salesforce so that you can call people back within 5 minutes
  • 04:27 – Have a monthly talk or evaluation about which platform works best
  • 04:50 – Have a marketing automation tool like InfusionSoft, Marketo and HubSpot to understand your customer’s experience
  • 05:33 – Teams working together gets easier as you do it
  • 05:40 – Have a process that works long-term
  • 05:45 – That’s it for today’s episode!

3 Key Points:

  1. Make room for your teams to collaborate—that exchange of ideas can lead to great content.
  2. Take advantage of the online tools that help create a smoother workflow.
  3. Working together gets easier the more you do it, so integrate a process that works long-term.

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  • Did you enjoy this episode? If so, please leave a short review.

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Jan 24, 2017

In Episode #177, Eric and Neil discuss the ideal URL structure for SEO. People often overlook the importance of their URL address and end up losing out on organic traffic. Tune in as Eric and Neil discuss how to clean up your URL and share their own experiences about how they improved their own URLs.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: The Ideal URL Structure for SEO
  • 01:00 – Usual structure of a webpage explained
  • 01:40 – Having a lot of categories on your URL makes it difficult for Google to crawl it
  • 01:55 – For example: NeilPatel.com/makeup/allthemakeup
  • 02:10 – The categories tell Google the topical relevancy
  • 02:30 – Neil’s current URL structure
    • 02:45 – There are a lot of titles and categories—this confuses Google, making it difficult to discern what category it should fall under
  • 02:56 – Neil’s blog posts don’t rank as well as his guide
  • 03:30 – URL should NOT be taken for granted
  • 03:45 – Neil shares what he learned from his searches
  • 03:52 – Less than 6% of results on page one of results have a messy URL
  • 04:20 – Cut out sub folders if they’re not necessary
  • 05:05 – Keep URL structures clean and use subfolders—subdomains don’t rank as well as subfolders
  • 05:16 – The debate SEOs are having about Quora
  • 05:39 – That’s it for today’s episode!

3 Key Points:

  1. URLs should NOT be taken for granted—It plays a big role with your organic traffic.
  2. The more titles and categories, the more difficult for Google to crawl your URL and website.
  3. Keep URL structures clean and use subfolders. Subdomains don’t rank as well as subfolders.

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Jan 23, 2017

In Episode #176, Eric and Neil discuss how topical relevancy can boost your ranking. It’s important to know how your keywords and content work against and for you through Google’s ranking systems. Tune in to know how to master topical relevancy and how checking your competitors’ work can help you climb to a better rank.

Time Stamped Show Notes:

  • 00:27 - Today’s topic: How Topical Relevancy Can Boost Your Ranking
  • 00:34 – Topical relevancy allows the small guys to compete with the big guys
    • 00:49 – Neil explains how Google ranks websites according to SEO relevancy
  • 01:16 – SingleGrain ranks for marketing related keywords
    • 01:43 – Google can’t seem to find the right keywords for Growth Everywhere which describes the stories of entrepreneurs
  • 02:20 – It is important to have strong topical relevancy when starting your website
  • 03:03 – Focus on a specific topic
  • 03:35 – Being the best on one topic is what topical relevancy is about
  • 04:20 – Marketmuse suggests all the phrases and terms that you should be using with your website if you want to be topically relevant
  • 04:39 – Check similar websites in your space using SEMrush and Ahrefs Tool
  • 04:55 – FamousBirthdays.com is about celebrity birthdays, is focused on just one topic, and drives millions of visitors
  • 05:10 – “Always look at your competition”
  • 05:25 – That’s it for today’s episode!

3 Key Points:

  1. Google will most likely rank a website that is SEO focused higher than the one that is marketing focused.
  2. Focus on a specific topic—being the best on one topic is what topical relevancy is all about.
  3. Always look at your competition—check the topics they are using and monitor their ranking.

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Jan 22, 2017

In Episode #175, Eric and Neil discuss how to reduce your bounce rate. A bounce rate is the percentage of visitors to a particular website who navigate away after viewing only one page. Simply put—if your page is boring, people leave, and the higher your bounce rate. Tune in to learn practical ways to reduce your bounce rate so you can keep your visitors sticking around long enough to make that sale.

Time Stamped Show Notes:

  • 00:27 - Today’s topic: How to Reduce Your Bounce Rate
  • 00:33 – Bounce rate is when someone leaves your site right away
  • 00:42 – The textbook definition of bounce rate: “the percentage of visitors to a particular website who navigate away after viewing only one page”
  • 00:47 – A rising bounce rate is a sign that you have a boring homepage
  • 01:16 – First, have a good design that keep people in your website
  • 02:03 – Removing your pop-ups can decrease your bounce rate
    • 02:26 – People are more likely to stay if your website doesn’t have loads of pop-ups
    • 02:48 – You might need to check if it works for you
  • 03:10 – A slow website can’t keep people
  • 03:38 – Create a journey for people
    • 03:55 – An example of a journey
  • 04:37 – Have the RIGHT offers
    • 04:51 – Use ConvertFlow to show different offers when your visitor comes back
  • 05:28 – Simple readability is also very important
    • 05:32 – Eric’s blog Single Grain is a good example of this
  • 05:52 – “Good user experience means less bounce rate, people sticking on your site, going through multiple pages”
    • 06:00 – If visitors go through multiple pages, it increases sales and they convert to customers
  • 06:18 - That’s it for today’s episode!

3 Key Points:

  1. A great design creates that experience for viewers, causing them to stick around.
  2. Create a journey for your visitors—engaging them throughout and around your website.
  3. The more engaged people are with your website, the lower the bounce rate and a greater chance of conversion to sales.

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Jan 21, 2017

In Episode #174, Eric and Neil discuss the two social media metrics that actually matter. These metrics are THE indicators that show whether or not your marketing strategy is working. Tune in to find out what they are and how to improve upon your ratings.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: Which Social Media Metrics Actually Matter?
  • 00:44 – First metric is the engagement rate—the number of reach of your post divided by those who shared, commented, or liked your post
    • 1:03 – Engagement rate is how effective your post is in social media
    • 1:15 – You can check the engagement rate in Facebook insights or to some extent, in Youtube
  • 1:38 – Neil shares that in social media, the more people are engaged, the more likely they will buy
    • 1:40 – Engagement is not about the number of fans, but how they respond to your posts
    • 1:53 – For example, HubSpot’s fan page in Facebook has over a million fans but they are not engaged
  • 2:15 – Another tracking metric is the ROI
    • 2:22 – Social media marketing costs Eric 100,000/month, but he makes more than that from social media marketing
  • 2:31 – Funding campaigns in social media marketing for ROI can really be profitable
  • 2:40 – For people struggling with the engagement rate portion, they should look up Avinash Kaushik
    • 3:07 – Avinash has posts about the engagement rate and how to measure it
  • 3:26 – Neil also likes ROI as a metric—their Pinterest conversion rate is 2.31% and potential customers are staying longer
  • 4:03 – Social media marketing metrics is different in different times of your business
  • 4:35 – Set a target growth rate week over week, then adjust targets quarterly
  • 4:54 – You may not be able to maintain that growth rate, but it can be a good measuring stick for you
  • 5:14 – Engagement and ROI are the two main metrics
  • 5:18 – That’s it for today’s episode

3 Key Points:

  1. The two main metrics to focus on in social media is the engagement rate and ROI.
  2. Social media marketing can really be profitable, as long you do it right.
  3. Set your own growth rate and work to achieve it—adjust the rate as your business changes over time.

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  • What should we talk about next? Please let us know in the comments below.
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Jan 20, 2017

In Episode #173, Eric and Neil discuss how you can write a killer blog post. Many people can slap a string of coherent sentences together and call it a blog—but, can they capture their readers' attention? Tune in as Eric and Neil reveal solid suggestions for creating a blog that will entice and hook an audience. From your title to the images place amidst your text, all these details count. 

Time Stamped Show Notes:

  • 00:27 - Today’s topic: How to Write a Killer Blog Post
  • 00:35 – Write a great headline and continue the thought in the first few sentences to hook the readers
  • 01:15 – Think of blogging as a presentation or a classroom lecture
    • 01:33 – Engage with your readers
    • 01:46 – Start with a conversation
    • 01:57 – Neil shares a sample conversation in a blogpost
  • 03:08 – Use sub-headers or bullets to keep things organized
    • 03:45 – Eric shares an example that can get readers hooked
  • 04:08 – Add media to your blog post
  • 04:50 – Have a conclusion heading
  • 05:22 – All claims should be backed up by case study or research links
    • 06:00 – If you have data that can separate you, the better, because it can’t be replicated easily
  • 07:07 – Make your blog readable
    • 07:17 – Design should be responsive and text should be clear
    • 08:20 – Neil Patel’s Quicksprout
    • 08:30 – Neil reads Tech Crunch, TMZ, CNN and other sites to give him creative ideas that he can leverage on his own website
    • 09:00 – Eric checks Wallstreet Journal, copyblogger, and problogger
  • 09:20 - That’s it for today’s episode!

3 Key Points:

  1. Blog posts are not just about the text—a catchy photo or video can entice people to read it.
  2. Simple, but powerful—overly decorated posts can easily turn off the reader.
  3. Read a lot and a variety or written work as this feeds your creative inspiration.

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Jan 19, 2017

In Episode #172, Eric and Neil discuss how you can keep your users engaged with your video. Videos are becoming a more common way in which we share content, so how do you know if you’re doing it right? Tune in to find out some practical tips and online applications that help make your videos more engaging—and the more engaging the video, the more viewers and conversions!

Time Stamped Show Notes:

  • 00:27 - Today’s topic: How to Keep Your Users Engaged with Your Video
  • 00:39 – In 2020, most content will be in video
  • 00:46 – Live videos have become popular and the number of viewers have doubled
  • 01:10 – Keeping your videos short can help you have a high view count, but lower conversion rate
  • 01:28 – First, try to make your video like a story
    • 01:45 – Think about yourself watching a movie
    • 02:13 – “The more storytelling you do—the more emotions you leverage, the more hooks you create, the more sales you end up generating from those videos”
  • 02:30 – Start with a video transcription or caption
    • 02:43 – Rev has the ability to create video captions for you
  • 03:15 – Have an engaging introduction
    • 03:45 – You can try to check which image or intro works through Facebook ads at a cheaper price
    • 04:03 – People switch camera angles to keep people engaged
    • 04:29 – Ask people questions
    • 04:54 – In Facebook video, you can check the number of people that are engaging
  • 05:18 – You need good editing!
    • 05:29 – Casey Neistat built a brand and sold it for $25M to CNN—CNN didn’t buy his brand but hired him and his team to be an influencer
  • 06:15 – Talk slowly in your videos
  • 06:48 – During live videos, use Telestream Wirecast so that you’re live on more than 1 application
  • 07:30 - That’s it for today’s episode!

3 Key Points:

  1. In 2020, most content will be in video form—therefore, familiarize yourself with this tool.
  2. Telling a story with an engaging intro and transcript in your video will help your audience connect with you.
  3. Use as many social media platforms as you can to BOOST your engagement and conversion rate.

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Jan 18, 2017

In Episode #171, Eric and Neil discuss the 7 age-old advertising principles that are still relevant and effective to this day. Tune in to learn how the big companies like Coca-Cola, McDonald’s, and AT&T are still winning in the advertising world because of these key principles that you can start using today.

Time Stamped Show Notes:

  • 00:27 - Today’s topic: 7 Age-Old Advertising Principles that Are Still Relevant Today
  • 00:36 – First, write a great headline
  • 01:08 – Warren Buffett tells his CEOs to always protect their brand
    • 01:22 – Branding is everything and just one mistake could ruin everything
  • 01:43 – Third, tell a story
    • 01:45 – Stories or advertorials drive people and evokes their emotions
  • 02:21 – Fourth, consistency in advertising, regardless of how large your company is or how well-known
    • 02:48 – The Rule of Seven explained
  • 03:10 – Fifth is from 22 Immutable Laws of Marketing, by Al Ries and Jack Trout:
    • 03:41 – The “first mover advantage”
  • 04:18 – Sixth is from Don’t Make Me Think by Steve Krug:
    • 04:27 – “Think about the user—simplicity is the ultimate sophistication”
    • 05:00 – Keep marketing campaigns simple
    • 05:10 – “The simpler your pitch, the better off you are”
  • 05:16 – Seventh, urgency plays a big role
    • 05:51 – The sense of urgency compels people to take action
  • 06:15 - That’s it for today’s episode!

3 Key Points:

  1. In whatever decision you make, you MUST protect your brand.
  2. Be consistent in advertising and remember the rule of seven.
  3. RELY on these age-old advertising principles that have been proven—no need to reinvent the wheel.

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Jan 17, 2017

In Episode #170, Eric and Neil discuss 7 advanced marketing automation tactics for your blog. Marketing automation allows you to know your subscribers better and respond to their behavior. Tune in to learn how advanced marketing automation can be very helpful for your blog and what to do with those unopened emails.

Time Stamped Show Notes:

  • 00:27 - Today’s topic: 7 Advanced Marketing Automation Tactics for Your Blog
  • 00:36 – Marketing automation is how you market and send messages to people according to their behavior on your site
  • 01:05 – First, on your thank you or intro email, add three different links for people to see what kind of people they are (ex. are you a beginner, intermediate, or advanced online marketer?)
  • 01:52 – Neil shares what he learns through automation if people are opening your email, your open rate goes up
    • 02:21 – If someone isn’t opening for 5 times on a paid email, take the person off the list
  • 02:55 – Third, make sure you have a list or campaign that specifically targets your customers
    • 03:34 – Map out the life cycle of your customers
  • 03:44 – Fourth, when someone joins your email list, try buying them in or signing them up
  • 04:25 – Fifth is lead scoring
  • 05:33 – Sixth, make your opt-in relevant to your service
  • 06:47 – Lastly, if you can survey your audience, do it to create a word cloud using a tool like TagCrowd
  • 07:40 - That’s it for today’s episode!

3 Key Points:

  1. Marketing automation is how you market and send messages to people according to their behavior on your site
  2. Map out the life cycle of your subscribers.
  3. Make your opt-in relevant to your service to increase traffic and sales.

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Jan 16, 2017

In Episode #169, Eric and Neil discuss the 7 steps for running a successful webinar. Using webinars is one of the best ways to drive people to your website. Half the battle is in the preparation—and, yes, there are right ways to set yourself up for success. Tune in to learn 7 easy steps that will help you and your viewers get the most out of your webinar.

Time Stamped Show Notes:

  • 00:27 - Today’s topic: 7 Steps for Running a Successful Webinar
  • 00:45 – Masterminds and enterprise companies use webinars to try and convert people
  • 00:55 – In a webinar, you are educating and building a relationship with your viewers
  • 01:12 – First, have an email reminder
    • 01:25 – “Just because someone registered for it, doesn’t mean that they’re going to remember”
    • 01:30 – Set email reminders ahead of time
  • 01:45 – Second, make sure you have an option for someone to register and watch the webinar within the next 15 minutes
    • 02:28 – Because people are waiting, they are most likely to attend the webinar and the attendance rate can go up to 60%
    • 02:38 – Neil uses EverWebinar
  • 02:45 – Third, use paid traffic to drive more people
    • 03:19 – Use it to amplify what you’re doing in your webinar
    • 03:35 – Neil records his webinar ahead of time and it’s a high value production
  • 03:50 – Fourth, use a software called TurboDial which can connect to a lot of webinar solutions
    • 04:10 – For the people who don’t take action, TurboDial will send them a text message the next day
  • 04:57 – Have some kind of marketing automation set up
  • 05:28 – If people don’t show up, it means no conversion
  • 05:45 – Sixth, integrate webinar software with Twilio
  • 06:22 – Seventh, add value to the individual before your pitch
  • 07:24 - That’s it for today’s episode!

3 Key Points:

  1. Masterminds and enterprise companies use webinar to try and convert people to buy.
  2. Just because someone registered does NOT mean that they are going to show up—use texts and emails as reminders.
  3. First and foremost, ADD VALUE to people—remember that they dedicated a part of day for you.

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Jan 15, 2017

In Episode #168, Eric and Neil discuss how to create content that people actually search for. Creating content that grabs an audience and attracts visitors requires some effort on your part, but where do you start? Tune in to find out what drives people to keep reading and how you can create content that is worth the search.

Time Stamped Show Notes:

  • 00:27 - Today’s topic: How to Create Content that People Actually Search For
  • 00:43 – Shawn Ellis mentions that SaaStr gets 3M visitors per month
    • 01:10 – Jason gets asked on Quora and he answers the questions in his blog
    • 01:30 – Check Saastr/Quora to know how Jason does it
  • 02:04 – Use Google Keyword Planner, KeywordTool, UberSuggest, and AnswerThePublic.com for keyword research
  • 02:47 – If you have a team, grab them and ask to brainstorm on a certain topic
    • 03:15 – You hire a team for a reason
  • 03:30 – Neil shares information from Jason Lemkin’s Quora Q and A blog
    • 04:29 – Neil checks Jason Lemkin’s website visitor count
    • 05:08 – Use Market Muse to upgrade your content
  • 05:29 – Google is looking for topic relevance
  • 05:40 – Look at your search feature
    • 05:55 – A chat feature like Intercom helps you to see what people are searching
    • 06:05 – Survey your audience and check your top performing posts
  • 06:30 – “Creating cornerstone pieces of content is what generates the most traffic”
    • 07:12 – Wikipedia is a good example
    • 07:40 – Don’t just create content, creates amazing cornerstone pieces of content
  • 08:05 – Eric shares why OkCupid's blog stands out
    • 08:28 – Think about a unique spin that can make you stand out
  • 08:38 – SaaStr is getting more than 1 million viewers, but maybe not 3M
  • 09:52 - That’s it for today’s episode!

3 Key Points:

  1. Use your TEAM – brainstorm how to make great content that attracts viewers.
  2. Creating cornerstone pieces of content is what generates the most traffic.
  3. Think about a unique spin that can make you stand out.

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Jan 14, 2017

In Episode #167, Eric and Neil discuss the 7 unconventional ways to learn marketing. You can learn in more ways than just reading a Dummies Guide or checking in at the next university. 

Time Stamped Show Notes:

  • 00:27 - Today’s topic: 7 Unconventional Ways to Learn Marketing
  • 00:33 – First is by watching conference videos on Youtube like Inbound 2016 by Hubspot
    • 01:14 – There’s a lot of marketing content on Youtube
  • 01:35 - Second is by networking with individuals
    • 01:40 – Sharing a drink is a good way to do it
    • 02:40 – Individual marketers from other companies share their tactics
  • 03:00 – Third, strategize how to get the most out of conferences
    • 03:19 – Check who’s attending and the influencers that will attend
  • 04:00 – Fourth, practice on your own website
    • 04:25 – The plugins on Wordpress can help you execute what you’ve learned
    • 04:50 – “You have to test it on your own site to be very good”
  • 04:55 – Fifth, access a mastermind
    • 05:03 – There are digital marketers you can pay for about $25/month
    • 05:09 – “There’s a lot of great masterminds out there and they do provide value”
    • 05:34 – You can host a dinner at your house or a zoom meeting to talk about marketing/business issues
  • 06:20 – Sixth, people have more perceived value over information when they pay for it
    • 06:30 – There are free marketing materials, but if you really want to learn, paid information IS better
  • 07:21 – Lastly, start a podcast
    • 07:35 – You learn a lot from the people or from guests
    • 08:08 – Pat Flynn has great information on starting a podcast
  • 08:18 - That’s it for today’s episode!

3 Key Points:

  1. Youtube is probably one of the best sources now for everything, including marketing.
  2. Grow your network by inviting people to dinner or for a drink—you’re not only learning something new but you’re also building a relationship.
  3. People tend to value what they learn more when they pay for it.

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Jan 13, 2017

In Episode #166, Eric and Neil discuss the reasons why no one reads your content. Writing content may be easy for you, but are people actually reading it? Is it reaching the right audience? Tune in to find out how posting daily is just as important as knowing how to share your posts.

Time Stamped Show Notes:

  • 00:27 - Today’s topic: Why No One Is Reading Your Content
  • 00:36 – You’re not doing anything to stand out and people are getting bored with the content
  • 01:17 – 8 out of 10 people will read your headline, but only 2 out of 10 will continue to read the article
    • 01:50 - Search for Copyblogger headline formula and find formulas that help you create attractive headlines
    • 01:58 – Portent headline generator will help you craft awesome headlines
    • 02:10 – Blogger Jon Morrow manages Kissmetrics blog
    • 02:43 – If you can get a drunk person’s attention, you can get the normal ones’
  • 02:58 – Look at Growth Everywhere’s episode with Derek Halpern
    • 03:10 – Spend time promoting your content
    • 03:51 – “Everybody is looking for something from somebody else”
  • 03:59 – Look at Email Hunter and Mix Max for email marketing tools
  • 04:45 – Go to BuzzSumo, find your competitor, and find who’s tweeting their articles on Twitter
    • 05:10 – Neil shares a sample email
    • 06:00 – People are more likely to share your content if they know that you will reciprocate
  • 06;11 – Find the top players in your space and see what they’re doing
  • 07:30 – Don’t write mediocre content and use old posts to maintain traffic
  • 09:00 – Use a tool like Meet Edgar to schedule your post
  • 09:29 – Use Facebook to share posts too
  • 09:48 – That’s it for today’s episode!

3 Key Points:

  1. Writing content alone is not enough—you have to get it to the RIGHT audience through sharing.
  2. Get help from people who will most likely share your content and reciprocate that help.
  3. Utilize different online tools that will make content sharing easier and less time consuming for you.

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Jan 12, 2017

In Episode #165, Eric and Neil discuss how they got their podcast to 1 million downloads in just 4 months. Starting a podcast requires a knowledge base. You need to know how to keep your listeners engaged! Tune in as Eric and Neil tell you just how you can rapidly grow those downloads with a few invaluable tips. 

Time Stamped Show Notes:

  • 00:27 - Today’s topic: How We Got Our Podcast to One Million Downloads in Just 4 Months
  • 01:05 – The first 3 years of “Growth Everywhere” were really tough
  • 01:27 – Eric made a lot of mistakes at the start
  • 01:33 – You have to be consistent with your podcast to hold your audience
  • 02:10 – The people who produce the most amount of episodes, get the most number of listeners
    • 02:30 – It’s not about producing really long episodes
    • 02:44 – Neil shares the idea of “The Marketing School”
  • 03:44 – “Information in, information out”—Eric wants valuable information that will make him ACT
  • 04:28 – Eric shares his experience listening to Tim Ferris’ podcast
  • 04:45 – Keep things concise and do it in a unique way
  • 05:34 – Neil shares how email blasts helped them get more listeners
  • 05:41 – Interview people in your podcast and promote it
    • 06:50 – The guest should promote it, as well
  • 07:20 – Batch your episodes
    • 07:56 – There’s a team behind the podcast — from shownotes to audio editing — that make it work
  • 08:30 – Doing everything on your own takes a lot of time
  • 08:52 - That’s it for today’s episode!

3 Key Points:

  1. Mistakes are an opportunity to hone your skills and should not be repeated.
  2. Be concise and consistent with your podcast—encourage your listeners to add your podcast release schedule to their calendars.
  3. Every podcast should have a production team behind it to save you time.

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Jan 11, 2017

In Episode #164, Eric and Neil discuss what account-based marketing is and how to leverage it. Account-based marketing is a new term for an old, tried and true practice for marketers. Tune in to find out more about account-based marketing and the leads that deserve your attention.

Time Stamped Show Notes:

  • 00:27 - Today’s topic: What Account-Based Marketing Is and How You Can Leverage It
  • 00:36 – Account-based marketing makes you identify ideal prospects ahead of time
  • 01:15 – Have an inbound SDR to look at the exact leads
  • 01:33 – Infer is a software solution that can help determine which leads are your most valuable leads
    • 02:54 – You can spend your marketing effort towards responding and entertaining leads
    • 03:16 – The cost of Infer depends on your size
  • 03:24 – Lead forms work with 15-16 questions spread over a few pages
  • 04:06 – Apple Market Fetch works for people who use Slack and it can scrape the web to find qualified leads
  • 04:44 – Clearbit will show you information of people in your list
  • 05:12 – Funnelholic’s experience with account-based marketing
  • 05:44 – You don’t need quantity to make money—you need qualified leads
  • 06:24 - That’s it for today’s episode!

3 Key Points:

  1. Account-based marketing is becoming more common, even though it’s been around for years.
  2. Start with 2 questions on your lead form, then gradually ask more detailed questions to get people to respond.
  3. Focus on QUALITY leads—not the number of leads.

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Jan 10, 2017

In Episode #163, Eric and Neil teach us how to build a brand using live video. In 2016, live videos became the new trend in business. From SnapChat to Facebook Live, almost every platform has their own channel to facilitate this service—so, why not use it? Listen as Eric and Neil explain the benefits of live video and give us effective strategies to get the most out of this marketing strategy.  

Time Stamped Show Notes:

  • 00:28 – Today’s topic: How to Build a Brand Using Live Video
  • 00:34 – Videos are getting bigger
  • 01:11 – Live videos are the “behind the scenes” of people’s lives
  • 01:53 – Gary Vaynerchuk leverages videos in his own terms, hiring D’Rock to follow him around and record his videos
  • 02:26 – Gary V is ahead 10x because he does more live videos than anyone else
  • 03:08 – Doing exciting stuff that relates to people equates to higher conversion rates
  • 03:26 – Live videos are like your own TV channel
  • 04:13 – People like doing business with PEOPLE
  • 04:37 – Neil and Eric are both investing in live videos
  • 04:50 – Wirecast is a tool to help you re-broadcast your videos
  • 05:34 – Article by Leonard Kim on How to Get Facebook Verified
  • 06:23 – Live videos on Facebook are getting priority
  • 06:40 – Don’t just do live content on your videos – engage with your audience
  • 07:03 – Respond to your fans
  • 08:16 – Whale allows people to ask questions to each other
  • 08:52 – That’s it for today’s episode! 

3 Key Points:

  1. Live videos are becoming very popular, as there are NO limits to the ways you can use them for your business.
  2. Videos that have relatable and exciting content WILL give your business traction.
  3. Broadcast your videos across all different channels to GROW your reach; then, INTERACT with your audience.

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Jan 9, 2017

In Episode #162, Eric and Neil discuss how to outrank your competition when you have fewer links. Link building is an essential part of ranking your website; however, Neil and Eric teach us that it is possible to outrank your competitors thanks to Google Hummingbird. Tune in to find out how to maximize on Hummingbird’s new update to increase search engine traffic to your website.

Time Stamped Show Notes:

  • 00:28 – Today’s topic: How to Outrank Your Competition When You Have Less Links
  • 00:42 – Links have a lot of impact in Google ranking
  • 00:50 – The “Hummingbird Update” had the biggest impact on search engine listings
    • 01:02 – Hummingbird looks at everything in a topical sense
    • 01:27 – The new update looks at topics and themes
    • 01:29 – “Websites with the strongest themes tend to rank the best”
    • 01:49 – The new algorithm looks for depth and detail
  • 02:25 – Look at these blogs to learn more about Hummingbird: GetRichSlowly, MyMoneyBlog, PennyHoarder, and MagnifiedMoney
  • 02:40 – GetRichSlowly is the oldest website among the 4, but PennyHoarder gets more traffic because of their thorough content
  • 02:57 – More links does NOT mean a better website
  • 03:32 – Hummingbird looks at the overall relevancy of a post, not just keywords like before
  • 03:45 – Use tools like MarketMuse to tell you how topically relevant you are for phrases in that space
  • 05:04 – UberSuggest will give you suggestions of what to incorporate into your content
  • 05:17 – Don’t forget about The Skyscraper Technique!
  • 05:58 – Linking out too much can make your website look like a directory
  • 06:15 – Neil shares what his team did for his website to get another 10% in traffic
  • 07:28 – Remove default URL date structures
  • 08:16 – That’s it for today’s episode!

3 Key Points:

  1. Google’s Hummingbird update looks at the whole meaning of sentences as opposed to keywords.
  2. Having more links does NOT guarantee you a top spot – RELEVANCY is key.
  3. Use tools to help you plan and strategize your content for overall relevance.

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Jan 8, 2017

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.

Time Stamped Show Notes:

  • 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
  • 05:50 – 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
  • 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!

3 Key Points:

  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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Jan 7, 2017

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.

Time Stamped Show Notes:

  • 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
  • 08:15 - That’s it for today’s episode!

3 Key Points:

  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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