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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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Jun 24, 2017

In Episode #328, Eric and Neil discuss what Gmail ads are and how to leverage them. Tune in to learn how you can get creative with Gmail ads and why they are more valuable for B2B than B2C.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: What Are Gmail Ads (and How to Leverage Them)?
  • 00:44 – Gmail ads are what you can see on your promotions tab when you open up your emails
  • 01:04 – There are also some ads above your email inbox and when you click on your Gmail
  • 01:15 – You can target specific keywords and be creative with Gmail ads
  • 01:27 – Neil has been using Gmail ads for awhile
    • 01:33 – For Neil, Gmail ads don’t convert as much as direct AdWords
  • 01:42 – Conversions with Google search list is much higher for Neil
  • 01:46 – Gmail is much cheaper though
  • 02:02 – Eric uses Pepsi and Coca Cola as a sample to target specific keywords in Gmail ads
  • 02:30 – You can target specific people with Gmail ads, too
  • 02:45 – From Eric’s observations, Gmail ads convert more for people who are 40 years old and up
  • 03:02 – Neil finds Gmail ads working well for B2B rather than B2C
  • 03:50 – You can test it first
  • 04:00 – Neil has a blog about Gmail ads and Eric has one on Single Grain
  • 04:10 – That’s it for today’s episode!

3 Key Points:

  1. Targeting specific keywords can be done through Gmail Ads.
  2. Gmail ads are still a good option for marketing, especially if you’re looking for a budget-wise channel.
  3. Test every campaign that you do and track your conversion rate to see if it’s worth it. 

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Jun 23, 2017

In Episode #327, Eric and Neil discuss 7 things to consider before investing in Facebook ads. Tune in to learn how to successfully use Facebook ads and the checklist you should keep before putting your money down.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: 7 Things to Consider Before Investing in Facebook Ads
  • 00:35 – First is to know your audience
    • 00:48 – You should know your target before spending money
  • 01:10 – Second is to make sure you know what you’re promoting and that it is proven
    • 01:24 – It is important to test what you’re promoting and its conversion in other channels
    • 01:48 – Optimize your funnel and conversion rates in other channels before going into Facebook
  • 01:53 – Third is to have goals set up
    • 02:10 – Figure out your key indicators
    • 02:20 – “What gets measured gets managed”
  • 02:23 – Fourth is to have a testing budget
    • 02:45 – You need to do the testing in chunks or increments
  • 02:57 – Fifth is to know the different formats when you’re starting out
    • 03:15 – Settle on one format first
  • 03:26 – Sixth is how you’re going to get your creative work done
    • 03:50 – Think about how you’re going to make your ad images on a consistent basis
    • 04:04 – Keep rotating your creatives
    • 04:15 – Eric uses Design Pickle for their visuals
  • 04:30 – Last is to make you’re split testing and your results are statistically significant
  • 05:00 – Eric uses AdEspresso to manage ads
  • 05:13 – That’s it for today’s episode!

3 Key Points:

  1. Knowing your audience helps you target them well—making your spending worth it.
  2. Track your funnel and conversion rate from other channels before trying it in Facebook ads.
  3. Facebook ads work well if you know how do it the right way.

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Jun 22, 2017

In Episode #326, Eric and Neil discuss how to use Facebook Audience Insights to create highly targeted ads. Tune in to learn how you make the most out of Facebook ads by using Audience Insights and why you have to dump your generic tags in Facebook ads.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: How to Use Facebook Audience Insights to Create Highly Targeted Ads
  • 00:41 – Go to your Facebook Ads Manager and look at your Audience Insights tab
    • 01:06 – You can target specific people using the tab
    • 01:37 – It will help you make better ads
  • 01:48 – You’re wasting money if your ads are not targeted
  • 01:56 – Focus on your ROI by creating a targeted niche segment
  • 02:12 – Generic tags do not work
  • 02:23 – You need to be specific with Facebook Ads
  • 02:40 – You have to target people’s interests
  • 03:08 – Eric pulled out his Audience Insights for his Growth Everywhere podcast and he can see that 68% of his audience are men and 32% are women
  • 03:22 – It also shows different lifestyles, relationship statuses and levels of educational attainment
  • 04:00 – Neil advises to be careful to not overanalyze the data
  • 04:25 – Neil tested on Facebook that women convert more on ads than men
  • 04:41 – Just don’t look at the data and make assumptions off of it
  • 04:50 – Eric looks at Pages Like which is helpful, too
  • 05:12 – There’s also a purchases section which shows your audience’s purchase behavior
  • 05:40 – That’s it for today’s episode!

3 Key Points:

  1. Audience Insights allows you to create a more targeted ad so you’re not letting your money go down the drain.
  2. Don’t over analyze the data you get and rely on what you see—do your research account for the results from your other tests.
  3. There are a lot of Facebook ad features that need to be leveraged; you can get your ROI back in no time.

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Jun 21, 2017

In Episode #325, Eric and Neil discuss why you ought to leverage call tracking. Tune in to learn how to find out the sources of your phone calls and how tracking your phone calls enables you to see which campaigns are working and which ones are not.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: Why You Ought to Leverage Call Tracking
  • 00:34 – Call tracking is tracking which traffic source is generating the phone calls you receive
  • 01:04 – Getting someone on phone is better that just filling out a lead form
  • 01:24 – Neil uses CallFire for call tracking
  • 01:38 – Eric uses CallRail where you can also set different numbers for different campaigns
    • 01:57 – It is important to know who is coming in so you can optimize it
    • 02:20 – You can be in control of the phone calls that are coming in
  • 02:43 – Search for Google AdWords call tracking to find other informative resources when you’re just starting
  • 02:57 – Call tracking is affordable and it works
  • 03:05 – That’s it for today’s episode!

3 Key Points:

  1. You have a greater chance of getting a hold of your customers when you’re able to get them on the phone rather than having them fill out a lead form.
  2. Call tracking allows you to track which campaigns and keywords are working for you.
  3. Try call tracking because it’s affordable and it works.

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Jun 20, 2017

In Episode #324, Eric and Neil discuss why you should host marketing meetups. Tune in to learn how you can benefit by either attending or hosting meetups consistently and why the focus should be one what you can learn from a meetup—not how many deals you can make.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: Why You Should Host Marketing Meetups
  • 00:37 – Neil has never hosted a marketing meetup but has been to Eric’s
  • 00:42 – Marketing meetups are an awesome place to learn from others
  • 00:53 – You can grow your network through meetups
  • 01:03 – You can accelerate your learning in meetups
  • 01:17 – Eric tries to keep the meetups he organizes small and intimate
  • 01:25 – Having just around 25 people makes connections easier and stronger
  • 01:57 – A meetup doesn’t always have to be an entrepreneurial meetup
  • 02:04 – Meetups are good for recruiting
  • 02:27 – “It’s about being top of the line”
  • 02:59 – Figure out how you can take your online stuff offline
  • 03:08 – The best use of a meetup is to learn MORE
  • 03:36 – Don’t have too many expectations, meeting one new person is enough
  • 04:30 – Meeting people consistently will compound eventually
  • 04:33 – That’s it for today’s episode!

3 Key Points:

  1. Meetups are great way to increase your network and learn more.
  2. Don’t go on a meetup thinking that you will go home with so many new deals, just enjoy the day.
  3. When organizing a meetup, try to keep it small and intimate so it’s easier to make those connections.

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Jun 19, 2017

In Episode #323, Eric and Neil discuss how to create professional YouTube ads for under $100. Tune in to learn the tools that can help you create more cost-effective, but professional YouTube video ads and why Tai Lopez is being followed and copied by almost everyone.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: How to Create Professional YouTube Ads for Under $100
  • 00:35 – Animoto allows you to weave different images together and create a simple video
    • 00:50 – It looks professional and they have a free trial
  • 01:05 – There are people on Fiverr who make videos for YouTube
  • 01:13 – Using PowerPoint Presentations and recording your screen using a screen recorder gives you a video that you can upload on YouTube
  • 01:31 – The ads that work best are the ones with better scripts and messages
  • 01:43 – Tai Lopez creates ads from his phone
    • 02:01 – It is more realistic and you have to go against the grain
    • 02:15 – It can be more relatable and convert better
  • 02:41 – It’s not about the video quality, but about the SCRIPT
  • 03:18 – There are a lot of video marketers now who uses Tai Lopez’ strategy in recording videos
  • 04:14 – Veeroll allows you to generate video ads quickly
  • 04:42 – Focus on the script that for your video ad
  • 04:53 – That’s it for today’s episode!

3 Key Points:

  1. You can create videos using a screen recorder or PowerPoint that can easily be uploaded on YouTube.
  2. If you can afford it, you can hire people to make videos for you.
  3. It’s not about the video quality, but the quality of your message that determines the success of your YouTube video.

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Jun 18, 2017

In Episode #322, Eric and Neil discuss how you will know if your SEO efforts are paying off. Tune in to learn the tools that you can use to track your ranking and why it pays to be patient with SEO.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: How Do You Know If Your SEO Efforts Are Paying Off?
  • 00:39 – Eric uses a rank tracker called Authority Labs
    • 00:49 – It has a section for organic traffic called “Now Provide”
    • 01:10 – You want to know if your keyword traffic is increasing or decreasing
  • 01:33 – Google Search Console will show you how many impressions your listings are getting
    • 01:49 – Impressions are the number of people seeing your listings, but are not clicking on them
    • 02:06 – Your impression time should go up eventually
  • 02:45 – You have to stay patient with SEO
  • 03:29 – Google Analytics is also an option for you to use
  • 03:45 – That’s it for today’s episode!

3 Key Points:

  1. SEO takes time to see the results; be patient and you will see the outcomes.
  2. Tracking your keyword effectiveness and traffic will inform you on which words work and which need tweaking.
  3. Before your click rate goes up, your impressions should go up first.

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Jun 17, 2017

In Episode #321, Eric and Neil discuss what Google My Business is. Tune in to learn how you can leverage Google local listings and how it can BOOST your sales and search ranking.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: What Is Google My Business (and How You Can Leverage It)?
  • 00:34 – Google My Business allows to create a free business listing on Google
  • 00:41 – You can claim your business and verify it
  • 00:57 – Neil claimed his address and verified himself through Google My Business
  • 01:30 – The thing with Google My Business is that you can have multiple spots if you have multiple locations
  • 01:55 – You need to get the reviews going, too
  • 02:09 – You need to be descriptive and explain what you do
  • 02:30 – There are annual guides and you’ll turn up better on Google searches
  • 02:43 – Your SEO and links still matter
  • 02:56 – Locksmith just claimed a bunch of listings and their sales went up
  • 03:32 – Eric has claimed a few listings for himself
  • 04:00 – Just don’t abuse it
  • 04:09 – You can also check your listings at Google Analytics
  • 04:25 – That’s it for today’s episode!

3 Key Points:

  1. Claiming your listing on Google gets you better chances for turning up on searches.
  2. At the end of the day, good reviews, SEO and links still matter to the customers.
  3. Don’t abuse the system, because Google can get you suspended.

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Jun 16, 2017

In Episode #320, Eric and Neil discuss whether should you send gifts to your customers. Tune in to learn gift ideas for your clients, the benefits of being generous, and the importance of showing appreciation to your clients!

Time Stamped Show Notes:

  • 00:27 – Today’s topic: Should You Send Gifts to Your Customers?
  • 00:34 – Neil is a big believer of sending gifts regardless of whether it is a high-paying or not
  • 00:42 – It creates a ton of loyalty
  • 00:48 – You can give your high-paying customer something more personalized
    • 01:10 – Add a personal note to the gift
  • 01:30 – For lower-paying customers, you can send them “Thank You” postcards
  • 01:58 – For sending postcards, you can use Letter Friend
  • 02:18 – Gemnote sends premium gifts to companies
  • 02:26 – Giftology is a book that is packaged in a leather bag
  • 03:12 – The lifetime value of customers in the consulting world is high
  • 03:19 – Eric wants to give memorable gifts
    • 03:26 – The most memorable gift Eric has received from a company is a battery pack from The RD Summit Brazilian Conference
  • 04:04 – Eric has started looking at some of the best headphones and has sent them to their clients
  • 04:24 – You’re creating goodwill and they will remember you
  • 04:43 – Whatever you send, make sure it ties back to what you’re doing
  • 05:27 – Do your research and look for what is relevant to your client and your business
  • 05:40 – People like to do business at the end of the day so you have to know your client
  • 05:48 – That’s it for today’s episode!

3 Key Points:

  1. Regardless of the amount a client is paying you, you should send them all a token gift of appreciation.
  2. Giving gifts to your clients creates loyalty.
  3. Whatever you send, make sure it is relevant to your business and to your client, so DO your research.

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Jun 15, 2017

In Episode #319, Eric and Neil discuss what ringless voicemails are and how you can leverage them. Tune in to learn the benefits of sending personalized ringless voicemails to your customers and how it can help you get a higher open rate.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: What Are Ringless Voicemails (and How You Can Leverage Them)?
  • 00:40 – Ringless voicemail is dropping a voicemail into someone’s phone without their phone ringing
  • 00:50 – Eric and Neil don’t pick up much of their phone calls
  • 01:23 – You can use ringless voicemail when someone opts into your email list
    • 01:34 – You drop the voicemail after the opt-in
    • 01:56 – It is more personalized and the open rate is higher
  • 02:11 – Eric has used Stratics Network and Slybroadcast for ringless voicemail
  • 02:50 – A possible problem is when your voicemail sounds like an automated recording
    • 03:23 – People will know if they’re automated, so they won’t respond and may just ignore them
    • 03:33 – Personalized messages are more likely to work
  • 04:16 – In marketing, the moment it feels too pitchy or inauthentic, it’s not going to work
  • 04:48 – Adobe has recently launched a product that can mimic voices, so you can try that
  • 05:04 – Make the voicemail personally tailored to your customers
  • 05:33 – That’s it for today’s episode!

3 Key Points:

  1. Ringless voicemails are a great way to make a connection with your customers.
  2. In marketing, people tend to ignore pitchy and automated recordings; so don’t use them.
  3. Make your voicemails personally tailored to your customers.

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Jun 14, 2017

In Episode #318, Eric and Neil discuss what SMS marketing is. Tune in to learn how you can optimize your SMS campaigns and increase those open rates! Eric and Neil also discuss what NOT to do when it comes to SMS.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: What Is SMS Marketing (and How You Can Leverage It)
  • 00:42 – SMS stands for Short Method Service
  • 01:07 – If someone opts in to your email list and you’re able to get his number, send them a message
    • 01:12 – Open rates for text messages are higher
  • 01:47 – Neil uses SMS for reminders with their marketing campaigns
    • 02:15 – Neil sends SMS reminders for his webinars
    • 02:56 – Events should have people asking for attendees’ phone numbers
  • 03:38 – When you’re closing a deal, send them a SMS and give them a little value
  • 04:11 – When you have leads coming to your site or from WordPress, the details can push them through Zapier then Twilio
    • 04:40 – You can do immediate action depending on the lead’s budget
  • 05:24 – Call Loop can help you send SMS back and forth
  • 06:03 – Tatango is what Neil uses, too
  • 06:18 – Don’t be spammy in sending SMS; be respectful!
  • 06:51 – That’s it for today’s episode!

3 Key Points:

  1. SMS can be sent out as a reminder for your customers for marketing campaigns or webinars.
  2. Be responsible and respectful in your SMS campaigns—do NOT be spammy.
  3. Leverage SMS marketing and provide value for your customers to increase those open rates.

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Jun 13, 2017

In Episode #308, Eric and Neil discuss if chatbots are really worth it. Since chatbots are still in its early days, the effectiveness and profitability of the tool is very much debatable. Eric and Neil discuss the tests that they’ve run and lay out the benefits as well as the weaknesses they’ve encountered. At the end of the day, the incredible open and click through rates from using chatbots is something that CANNOT be ignored.

Time Stamped Show Notes:

  • 00:30 – Today’s topic: Are Chatbots Really Worth It?
  • 00:41 – Eric was moderating a panel with a guy from Hubspot and Wordstream
    • 00:53 – Eric’s open rates was about 80%, his friend was at 94%
    • 01:07 – A broadcast through email can get you 20-30% open rate, with 5% click rate
    • 01:14 – With chatbots 80-94%, at 50% click rates
  • 01:40 – Neil says it’s about opportunity costs
  • 02:21 – Neil was doing a test the other day and found that the opt-in rate was still quite low
    • 02:38 – Open rates are great, but opt-in rate needs to be increased somehow—this may get better in a few months
  • 02:56 – Send your bot to ManyChat or Chatfuel and you’ll have a URL to drive traffic to
  • 03:12 – Eric runs a page post engagement ad where people leave a comment if they’re interested and he then gets their email
    • 03:33 – You can get a subscriber for a couple cents
    • 03:48 – You can also get people to click on a link that brings people to your landing page and then they can message you directly
    • 03:54 – Manychat will help you make widgets and landing pages
  • 04:16 – Eric ran a small test, received 300 subscribers and paid about 50 cents per subscriber
  • 04:34 – Neil: The question is can you make them profitable?
    • 04:47 – Eric shares a story about a guy who directed his traffic to his chatbots as opposed to closing them in a webinar—he was able to make $400K in sales that way
    • 05:13 – Your mileage may vary in regards to sales from using chatbots, but it’s worth testing
  • 05:21 – Neil says chatbots are still its early days and to not expect that these open and click through rates will stick; they will decrease over time just like everything else
  • 05:46 – Eric and Neil will keep a close eye on this trend of using chatbots so stay tuned for future episodes
  • 05:52 – That’s it for today’s episode!

3 Key Points:

  1. Chatbots have the ability to get you email subscribers for a couple of cents an email—it’s worth looking into just for this reason alone.
  2. Just like every other tool you use in marketing, test to see if chatbots will help you convert to real, profitable sales.
  3. Direct your traffic from your webinars to your chatbots; using them in conjunction can play to the strengths of each tool.

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Jun 12, 2017

In Episode #317, Eric and Neil discuss the 7 things to consider before you start accepting guest blogs. Tune in to learn how you can carefully evaluate your potential guest bloggers so that your website maintains its quality and consistency.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: 7 Things to Consider Before You Start Accepting Guest Blogs
  • 00:35 – First is to make sure that you’re ready to deal with spam
    • 00:41 – There are people who will try to sell links on your website, which will get you penalized by Google
    • 00:48 – Be sure that whatever you’re accepting, people aren’t shoving in irrelevant links
  • 01:00 – Second is to ask for 3 links to their most impressive articles
    • 01:11 – It will give you a quick idea of their writing style
    • 01:24 – You still want to add value
  • 01:42 – Make sure that the people are authoritative
    • 01:49 – Authoritative people won’t pass junk
    • 02:05 – Make sure the content quality stays high
  • 02:10 – Fourth is to ask why they want to do it
  • 02:40 – Fifth is when accepting guest posts, make sure you’re still building a community
    • 03:05 – Make rules for these people so there will still be growth
  • 03:40 – Sixth is to ask for a couple of potential article titles and what will be a good fit for the website
    • 03:58 – It can be an evaluation point
  • 04:24 – Seventh is you want to keep new and fresh content; run their content on Copyscape to check its authenticity
  • 04:55 – That’s it for today’s episode!

3 Key Points:

  1. Watch out for guest blogs who will try to sell links on your website.
  2. Ask questions that will help you evaluate the guest blogger’s motive and relevancy for your website.
  3. Make sure you’re building a community within your guest blogs and make them adhere to your rules for consistency.

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Jun 11, 2017

In Episode #316, Eric and Neil discuss the 7 tools to help you promote evergreen content. Tune in to learn which tools you can use to leverage your evergreen content to achieve that better ranking in Google and promote your best stuff! 

Time Stamped Show Notes:

  • 00:27 – Today’s topic: 7 Tools to Help You Promote Evergreen Content
  • 00:34 – First, Meet Edgar allows you to schedule posts on different social media sites
    • 00:49 – Clean it up for things that are no longer relevant or for concepts that no longer apply
  • 01:01 – Second is Ahrefs
    • 01:03 – Type in the competitor URL that has similar posts, see who are linking out to your competitor and reach out to them
    • 01:12 – It’s easy to do and provides great results, but is time intensive
  • 01:35 – BuzzSumo can help you find posts and links that have a lot of social shares
    • 01:55 – Build out a prospect list and reach out to people who shared them
  • 02:12 – Fourth is Google Search Console
    • 02:23 – For the posts that are gaining much traffic, look at the keywords that are driving you traffic, download the CSV file, take those keywords and innovate them within your content
  • 02:45 – Repurpose your evergreen content
    • 02:58 – Repurposing is similar to promoting it
  • 03:29 – Your evergreen content can rank in Google
    • 03:31 – if you’re going to make your title tags more appealing, you’re going to get more clicks and your search ranking will rise
    • 03:46 – A headline generator tool will give you ideas to update your title tags
  • 04:18 – If you have very good evergreen content, put it into paid advertising
  • 05:00 – That’s it for today’s episode!

3 Key Points:

  1. Repurposing your evergreen content will help you to continually maximize its value.
  2. Reach out to people who share your competitor’s post; perhaps they can help you to gain more traffic as well.
  3. A great title tag can make your posts appealing which will attract more clicks and improve your overall search ranking.

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Jun 10, 2017

In Episode #315, Eric and Neil discuss the 7 fundamentals that every content promotion plan should include. Tune in to learn the checklists that you need for your content promotion plan and the importance of keeping your “unicorns” up to date!

Time Stamped Show Notes:

  • 00:27 – Today’s topic: 7 Fundamentals That Every Content Promotion Plan Should Include
  • 00:36 – First is to have a checklist where you document everything you need as well as your standard operating procedure
  • 01:04 – Second is to create a list of people you are going to hit up in your space
    • 01:08 – Every promotion has an outreach
    • 01:13 – You want to keep a list so you will know who responded and promoted
    • 01:17 – You want to hit up the same exact person 5x a week
    • 01:29 – You could also determine who to hit up for a specific type of post
    • 01:33 – You don’t want to burn the relationship
  • 01:40 – Have an inventory of the tools that you have
  • 02:13 – Fourth is to test out timing
    • 02:20 – Depending on your industry, there are times that are best to post
    • 02:28 – Stick with that time and be consistent
  • 02:44 – Fifth is to use paid advertising
    • 03:04 – Look at your top performing content and check the ones that are getting the most shares and likes
    • 03:12 – The top performing ones are your unicorns and you want to push them
    • 03:14 – Larry Kim from WordStream and Dennis Yu from BlitzMetrics talk about this further
  • 03:33 – Sixth is having your unicorns
    • 03:41 – Every 6 months, check all the content that has done well, re-share and update them
    • 03:57 – Update your old content or the traffic will decline
  • 04:06 – Last is to measure results
    • 04:15 – If you’re not measuring and managing results, you’re not being a good marketer
  • 04:24 – That’s it for today’s episode!

3 Key Points:

  1. Set a goal and have a plan in place to reach that goal for your content promotion—this way you can track and measure your progress.
  2. Keep your unicorns up to date so your traffic and engagement won’t decline.
  3. Make sure that you keep track of your processes, plans, and create checklists to help organize yourself.

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Jun 9, 2017

In Episode #314, Eric and Neil discuss 3 simple ways to save money on SEO using PPC. Tune in to learn the importance of knowing the right keywords to use in SEO so you won’t end up wasting money or time.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: 3 Simple Ways to Save Money on SEO Using PPC
  • 00:38 – Everyone looks at pay-per-click as an expense but it’s not a bad expense
  • 00:49 – From an SEO perspective, it takes a long time
  • 01:00 – The first way to save money is to target the right keywords
    • 01:05 – You can use Google Keyword Planner, UberSuggest or Keyword.io
    • 01:11 – “Volume isn’t everything if people don’t purchase from those keywords—no matter how many visitors you get, it’s useless”
    • 01:19 – With PPC, you can test out words and phrases and when you see conversion, start targeting from organic search perspective
    • 01:35 – If you want to scale, use AdWords Editor to move things faster
    • 02:00 – If you have a brand keyword, a competitor can start to categorize you as the brand owner
  • 02:48 – Focus your SEO first on non-seasonal based terms
    • 03:10 – It costs the same time and money with seasonal-based keywords
    • 03:22 – Go to Google Trends, type the terms and make sure it’s not in the seasonality
    • 03:38 – After the terms get consistent traffic all year round, then go for the seasonal terms
  • 04:03 – More consistent income is better than the income that goes up and down over a few months
  • 04:15 – That’s it for today’s episode!

3 Key Points:

  1. PPC is an expense, but it is NOT a bad expense—test if it’s right for you.
  2. While SEO can be cheaper, it takes time and testing to see which works best.
  3. If you have a brand keyword, keep it, as a competitor will start to see you as the brand owner.

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Jun 8, 2017

In Episode #313, Eric and Neil discuss how to do SEO for small businesses with less than $1000 a month. Tune in to learn how you can still do SEO effectively—even with a small budget—and why you shouldn’t believe everything that Google tells you.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: How to Do SEO for Small Businesses With Less Than $1000 a Month
  • 00:35 – You can’t focus on everything
  • 00:40 – Try to have your site on WordPress so you can have Yoast and not worry too much about on-page SEO
  • 00:48 – Neil sticks to content creation and building links around the content
  • 00:55 – Neil uses Ahrefs
    • 01:01 – Put in your competitor’s URL and click on the top pages that will show you the pages your competitor gets the most traffic
    • 01:29 – Look at that page and try to create a better version on your website
    • 01:38 – Find the people that are linked out to the page and reach out to them
    • 02:00 – Reaching out works, but it’s a long-term play
    • 02:08 – Keep it simple
  • 02:34 – “Don’t believe everything that Google says”
  • 02:58 – When you only have $1000 a month, you can’t go really fast
  • 03:10 – You can also use BuzzSumo which is similar to Ahrefs
  • 03:26 – You can find a journalist who can write content at JustReachOut which is a PR tool
  • 03:48 – For link outreach, you can use Pitchbox and MixMax
  • 04:03 – You have to make sure that you stay consistent with your SEO
  • 04:22 – Consistency will give people the impression that you’re starting to build your flywheel
  • 04:33 – Scripted allows you to buy content at scale
  • 04:53 – Upwork and ProBlogger also have people you can hire to make content for you
  • 05:16 – Scripted is like a marketplace
  • 05:37 – That’s it for today’s episode!

3 Key Points:

  1. There are ways to work on your SEO while on a conservative budget.
  2. SEO results takes time so you have to be patient.
  3. Leverage free and affordable tools that you can use to make your SEO work successfully.

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Jun 7, 2017

In Episode #312, Eric and Neil discuss how to create an experimental culture in your marketing department. Tune in to find out how Eric and Neil do experiments with their respective teams and how it boosted engagement and a sense of value and pride for team members to be a part of the experimentation.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: How to Create an Experimental Culture in Your Marketing Department
  • 00:38 – Twitter was running .2 tests per week when they were still struggling
    • 01:02 – After that, their usual growth skyrocketed
  • 01:12 – Jeff Bezos of Amazon also brought tons of experiments that helped them boost quickly
  • 01:17 – Driving experiments for the company or marketing department is really important
  • 01:26 – Treat your experiment as a product
  • 01:37 – Eric runs experiment meetings with his company, Single Grain
    • 01:49 – Every week, someone is required to bring in new ideas
  • 02:33 – You can use Trello to write in your experiments
  • 02:43 – There should be a well-thought idea and a plan as well as data to back up the plan
  • 02:58 – Neil enforces the culture to everyone until they fully adapt to it
  • 03:06 – Neil also believes that no opinions that are wrong or right
    • 03:13 – Just because you are doing marketing longer, does NOT mean you have better ideas
  • 03:33 – It is a weekly process for Neil’s team
    • 03:49 – Neil encourages testing and gives a pat on the back to who has the best idea
  • 04:04 – Once you start with testing, people will love it
    • 04:15 – The team will feel good that they’re making progress
  • 04:34 – Eric tried to incentivize the person with the best idea, but now they’re having a monthly celebration
  • 05:07 – One of the mistakes that Eric made with the experiment was that people were voting just by raising their hands—they shifted this to automated voting
  • 05:43 – That’s it for today’s episode!

3 Key Points:

  1. Engage everyone on the team in regards to the experiments and make sure that ideas are well-thought and planned.
  2. Your team will have a sense of engagement and responsibility when they are included in the experimental process.
  3. Incentivizing isn’t always beneficial for everyone—find what motivates your team.

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Jun 6, 2017

In Episode #311, Eric and Neil discuss the marketing tasks they do daily. Tune in to know what Eric and Neil do every day and how these habits contribute to their success.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: The Marketing Tasks Eric and Neil Do Every Day
  • 00:36 – The big thing that Neil does is post on social media
  • 00:49 – Neil also responds to comments from Social Web and Social Profiles
  • 00:59 – Neil looks into Google Console to track posts that are declining in views and clicks
    • 01:07 – He will then update those posts and content and they will go back to where they were
  • 01:27 – Eric is trying to work on the business more
  • 01:44 – Eric is working on creating content
  • 01:58 – Eric also checks his Google Console and track his posts’ ranking
  • 02:33 – You do NOT have to do exactly what Eric and Neil are doing
  • 02:35 – Eric also has a lot of one-on-one time with the team to see where he can help
  • 02:48 – Eric checks the interns campaigns and coaches them if needed
  • 03:09 – Neil reads marketing blogs and keeps himself updated on the industry trends
    • 03:15 – Neil also responds to Quora’s questions
  • 03:54 – The biggest hack for Eric is listening to marketing podcasts daily
    • 04:04 – Eric recommends listening to Growth Everywhere and Digital Marketing Podcast
  • 04:21 – There’s so much consumption you can do but you need to produce, too
  • 04:48 – Eric and Neil both try to continue to level up and build a flywheel that continues to go
  • 05:12 – Build all the pieces, hire the right people, put in the right processes and start to build the flywheel
  • 05:20 – That’s it for today’s episode!

3 Key Points:

  1. Keep yourself updated in the industry that you’re in.
  2. Tracking your post’s analytics does not have to be done daily, but needs to be checked constantly to assess if you need to update.
  3. Learning is useless without application.

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Jun 5, 2017

In Episode #310, Eric and Neil discuss how to rank in Google image search. Tune in to learn how Google can recognize your images more easily and how to adjust for Google’s limitations to BOOST your ranking.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: How to Rank in Google Image Search
  • 00:40 – If you are in consumer-based industry, you can generate a lot of traction from Google image search
  • 01:00 – Image filing should be restricted to what you’re trying to rank for
    • 01:06 – If it’s a car, use all tags to describe to Google what your image is about
    • 01:57 – You can also use a long description which is similar to all tags, but longer
  • 02:31 – If you’re always ranked over time, make sure you’re surrounded with text as Google uses text to figure out what the image is about
  • 02:40 – In the next couple of years, Google’s AI might be able to identify which is which
  • 03:06 – That’s it for today’s episode!

3 Key Points:

  1. How well you rank on Google image searches will depend on the industry.
  2. Google will know what your image is about if you describe it well in text.
  3. Google’s AI will probably improve in the future and won’t require as much text to recognize an image.

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Jun 4, 2017

In Episode #309, Eric and Neil discuss how to get tons of views on your LinkedIn updates. Tune in to know the number of views Eric and Neil received on their first LinkedIn update and why you should leverage LinkedIn NOW.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: How to Get Tons of Views on Your LinkedIn Updates
  • 00:38 – You can now write longer-form LinkedIn content now
  • 00:55 – Eric has around 6K connections in LinkedIn and when he wrote about longer-form LinkedIn updates, he got a thousand views in just 10 minutes
    • 01:10 – There were also 2nd degree views in LinkedIn
  • 01:23 – A simple text update can get you tons of views
  • 01:34 – Neil has also tested LinkedIn updates
    • 01:44 – He got 232K views, 280 likes and 151 comments on his first update
  • 01:57 – Neil learned that the more generic your update, the better off you are
  • 02:28 – It comes down to how many views your content is getting by the right type of people that can potentially generate income—so be specific
  • 02:48 – One guy reached out to Eric when he posted an update asking Eric if he can work for him
    • 03:04 – There are also paid advertising managers who approached Eric
    • 03:11 – One from Dropbox has reach out to Eric as well
  • 03:33 – There’s a lot of potential with LinkedIn updates
  • 03:54 – Go use LinkedIn now while only a few people are into it and leverage it
  • 04:04 – AdWords is not restricting LinkedIn yet, so now is a good time to use it
  • 04:14 – That’s it for today’s episode!

3 Key Points:

  1. Take advantage of LinkedIn while it is not as saturated as other platforms.
  2. Posting specific LinkedIn updates can target the RIGHT people who are possible sale leads.
  3. LinkedIn updates can also help you connect with people who can become a part of your network.

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Jun 3, 2017

In Episode #307, Eric and Neil discuss where you can hire great developers. Tune in to learn how you can find great developers at a much cheaper rate WITHOUT compromising on value and efficiency.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: Where Can You Hire Great Developers?
  • 00:42 – Eric and Neil both tried Toptal which is not a bad place, but quite expensive
  • 00:51 – The best company for Neil is Crossover which is based in Texas
    • 00:58 – Their team of great developers are usually overseas
    • 01:02 – The labor is cheaper and they’re well educated
    • 01:08 – They have the software to know which is the best of the best
    • 01:30 – They offer 30 days of free development
    • 01:55 – It is quite cheap
  • 02:09 – Eric currently has 2 developers
    • 02:14 – One is based in Singapore and the other one is in Lithuania
    • 02:26 – The developers are well-versed and get things done
    • 02:56 – Eric found them in CodePen’s job board
  • 03:20 – Eric has used Crew and Andela
  • 03:40 – Andela hires developers from other countries so you will get them cheaper
    • 03:44 – They have a strong vetting process
  • 04:20 – Engineers and developers may not work well right away, but they should over time (once you find the amazing ones)
  • 04:40 – Marketing School is giving away a free 1 year subscription of Sniply which allows you to overlay CTA or forms over social links that you’re sharing
    • 04:57 – Subscribe, rate and review Marketing School
    • 05:00 – Text MARKETINGSCHOOL to 33444
  • 05:18 – That’s it for today’s episode!

3 Key Points:

  1. There are a lot of great developers overseas that will cost you way less than in the USA.
  2. Go to a website where developers usually lounge around—like forums and message boards.
  3. It may take you a few tries before you find the excellent engineers and developers that you need.

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Jun 2, 2017

In Episode #306, Eric and Neil discuss where you can hire great designers. Tune in to hear an exhaustive list of where you can find fantastic designers and view their work. Or, if you are designer and are just needing some inspiration, Eric and Neil will tell you where to go. 

Time Stamped Show Notes:

  • 00:27 – Today’s topic: Where Can You Hire Great Designers?
  • 00:32 – Eric uses Dribbble and looks at people’s portfolios
    • 00:42 – You can easily search for what you’re looking for, like an infographic
    • 00:50 – Look for the aesthetic that you like
  • 01:08 – You can also reach out to people who have designed for your competition
    • 01:12– You can use LinkedIn to find this
  • 01:36 – Neil uses 99designs where designers compete for a job
  • 01:53 – Behance is also a platform where designers’ portfolios are available to view
  • 02:02 – Visually is a good place for infographics
  • 02:13 – Some designers post their designs on Pinterest
  • 02:26 – Go to Product Hunt and type “landing pages”, then find a design that you can use as inspiration
  • 02:40 – Marketing School is giving away a free 1 year subscription of Sniply which allows you to overlay CTA or forms over social links that you’re sharing
    • 03:01 – Subscribe, rate and review Marketing School
    • 03:05 – Text MARKETINGSCHOOL to 33444
  • 03:23 – That’s it for today’s episode!

3 Key Points:

  1. Designers’ portfolios are a great way to understand a designer’s style and their medium.
  2. Take advantage of the websites where designers post their work for free.
  3. You can also find great inspiration online if you’re not keen on getting a designer.

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Jun 1, 2017

In Episode #305, Eric and Neil discuss why you should clean your email list. Tune in to learn what tools you can use to help you manage your email lists and the benefits of making this a TOP priority—including saving you money!

Time Stamped Show Notes:

  • 00:27 – Today’s topic: Why You Should Clean Your Email List
  • 00:40 – Neil’s email is a mess and uses everything from Infusionsoft to Maropost to Mailgun
    • 01:02 – They’re trying to figure which one will work well
  • 01:19 – “If you don’t clear your list, your deliverability goes through the shitter”
    • 01:24 – No one will get your emails
  • 01:56 – Neil would clean the list, look at the most active subscribers and start sending emails to them
  • 02:05 – Neil uses ConvertKit combined with Infusionsoft as their main mail service solution
  • 02:30 – If you don’t clean your list up and you have a lot of inactive subscribers, you will be paying more
  • 02:53 – Cleaning your email list is also saving you money
  • 03:01 – Have a workflow using Drip or Infusionsoft
    • 03:05 – Have a re-engagement sequence in place
  • 03:40 – Marketing School is giving away a free 1 year subscription of Sniply which allows you to overlay CTA or forms over social links that you’re sharing
    • 04:06 – Subscribe, rate and review Marketing School
    • 04:10 – Text MARKETINGSCHOOL to 33444
  • 04:30 – That’s it for today’s episode!

3 Key Points:

  1. Cleaning your email list directly equates to lowering your expenses and minimizing waste.
  2. Create a workflow for your email subscribers, especially when it comes to creating an re-engagement sequence.
  3. If you don’t manage your email well, your subscribers may not end up not getting any of your emails.

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May 31, 2017

In Episode #304, Eric and Neil discuss where you can hire great writers. Tune in to learn how you can easily find great writers in your space and why hiring a full-time writer may work as a disadvantage to you. 

Time Stamped Show Notes:

  • 00:27 – Today’s topic: Where Can You Hire Great Writers?
  • 00:46 – Eric and Neil both use Problogger religiously for finding their writers
    • 01:05 – It’s cheap to put a job posting and there’s a lot of great people you can meet there
  • 01:12 – Neil checks his competitors’ blogs and reaches out to some of the writers
    • 01:22 – They usually accept any writing gig
  • 01:30 – Don’t hire full-time writers because the ROI isn’t there
  • 01:37 – People get burned out, so find someone who will write for you just a couple of times a week
  • 01:51 – Find the most popular writers in your space based on comments and social shares
    • 01:56 – Social shares mean they’re driving traffic and comments mean they’re engaging the audience
  • 02:07 – If you’re doing audio and video podcast, go to Rev and have them transcribe podcast episodes
  • 02:55 – Marketing School is giving away a free 1 year subscription of Sniply which allows you to overlay CTA or forms over social links that you’re sharing
    • 03:07 – Subscribe, rate and review Marketing School
    • 03:12 – Text MARKETINGSCHOOL to 33444
  • 03:33 – That’s it for today’s episode!

3 Key Points:

  1. Problogger is a great place to find your next writer.
  2. Find great writers in your space based on how many social shares and comments they receive, then offer them something reasonable.
  3. Transcribing your audio and video creates another way for your audience to engage with your content.

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