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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: Page 11
Oct 17, 2016

In Episode #78 Neil and Eric talk about the 7 deadly sins of marketing. Listen to find out which of these sins you’re committing, and learn how to avoid making them in the future. 

Time Stamped Show Notes:

  • 00:28 – Today’s topic: 7 Deadly Marketing Sins
  • 00:34 – Sin #1 – Buying paid links
    • 01:19 – What happens when you get caught buying links
  • 01:55 – Sin #2 – Not optimizing your ads
  • 02:37 – Sin #3 – AB testing incorrectly
  • 03:34 – Sin #4 – Not playing the long game on content
  • 04:43 – Sin #5 – Basing decisions purely from AB tests
    • 05:50 – You don’t want to have brand confusion
  • 05:56 – Sin #6 – Being schizophrenic with your tests
    • 06:20 – You have to be willing to stomach the pain
    • 06:40 – SEO takes time!
  • 06:55 – Sin #7 – Starting to do any type of marketing without proper tracking
    • 07:20 – No tracking means wasted marketing dollars
  • 07:27 – That’s it for today’s episode!

3 Key Points:

  1. There is no shortcut to marketing. Everything takes time!
  2. The longer the content, the better it ranks.
  3. Marketing costs are inevitable, you have to be willing to stomach the pain.

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Oct 16, 2016

In Episode #77 Eric and Neil talk about the 7 types of content you should be creating on your blog. Listen as they enumerate each type of content and how to utilize the types with key online tools.

Time Stamped Show Notes:

  • 00:28 – Today’s topic: 7 Types of Content You Should Be Creating on Your Blog
  • 00:37 – #1 Have long-form well-researched content
  • 01:14 – #2 Infographics
  • 02:18 – #3 Take an audio file and put it on your blog
    • 02:27 – Use Rev to transcribe your content
  • 02:51 – #4 Have animated content like click through, quizzes and gifographics
  • 03:25 – #5 Put videos on your blog
  • 04:10 – #6 Question based content
    • 04:15 – Check Quora and search popular questions
  • 04:50 – #7 Have specific case studies
  • 05:39 – That’s it for today’s episode!

3 Key Points:

  1. Remember to put value into your content.
  2. A ton of tools are available–utilize them!
  3. Video and audio can still rank–transcribe them into your blog.

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Oct 15, 2016

In Episode #76 Eric and Neil talk about how you can consistently produce content–whether it’s for a blog, a podcast, or for your social media platforms. Listen as they drop tips and value bombs to help you be successful in planning and scheduling your content.

Time Stamped Show Notes:

  • 00:28 – Today’s topic: How to consistently produce content
  • 00:50 – Have an editorial calendar and stick with it
  • 01:12 – Make sure you have a schedule to follow
  • 01:20 – Editorial Calendar plugin on WordPress
  • 01:24 – CoSchedule
  • 01:38 – Always have a month’s worth of content, or you’ll run into hiccups or issues
  • 02:35 – Figure out the time you are most productive
  • 03:00 – Pick out your titles in advance
  • 03:15 – Use BuzzSumo for topic ideas
  • 03:48 – Have editors and writers to keep the process rolling
  • 04:38 – Look for the bottleneck
  • 05:39 – Adjust your length to produce more
  • 06:17 – The more content you have, the better you’re going to be
  • 07:26 – Don’t forget about repurposing content
  • 07:40 – Check out content repurposing framework on Google
  • 08:58 – Make sure you have the right process
  • 09:11 – That’s it for today’s episode!

3 Key Points:

  1. Have at least a month’s worth of content ready to go.
  2. Every business has a bottleneck; Look for it.
  3. Communication is key–remember to update your team about your editorial status.

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Oct 14, 2016

In Episode #75 Eric and Neil talk explainer videos—what they are, how they work, and how you can use them jack up your revenue. Listen as they introduce you to key video strategies, and discuss the oft overlooked secret to developing a great explainer video…an amazing copywriter.

Time Stamped Show Notes:

  • 00:29 – Today’s topic: How you can use explainer videos to sell your products
    • 01:04 – They’re a great tool for explaining your product service in an easy to digest way
    • 01:35 – Breaks down objections and advantages
    • 02:03 – The objection part is the key
    • 02:20 – Aim for 1 to 2 minutes in length and always close with a CTA
  • 03:30 – Inject case studies that trigger an emotional aspect
  • 04:05 – Talking about Shark Tank, Squatty Potty
    • 04:19 – A tool that helps you poop better
    • 04:49 – An ad is content marketing
  • 05:18 – Dollar Shave Club explainer video
  • 06:08 – Demo Duck
  • 06:30 – The storyline is the most important part of your video
    • 07:01 – The second most important aspect? Voice over artist
  • 07:49 – When you’re working with a voice over artist, you need to work with the artist to communicate the goal
  • 08:45 – Make your video stand-alone enough that it doesn’t need to live on your website
  • 09:25 – Angel.co
  • 09:42 – Video Brewery
  • 09:58 – Sandwich Video
  • 10:17 – Have a REALLY good script

3 Key Points:

  1. The key to an amazing explainer video is an amazing copywriter.
  2. Make sure your videos address objections.
  3. Aim for 60 to 120 seconds in length.

Resources: 

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Oct 13, 2016

In Episode #74 Eric and Neil sit down to talk about live-streaming and how it can be used for your business. Listen as they talk about Periscope, Facebook Live, Snapchat Stories, and a number of other tools, and share their strategies for successful deployment.

Time Stamped Show Notes:

  • 00:29 – Today’s topic: How to use live-streaming to market your business
  • 00:57 – Facebook LIVE
    • 01:10 – Facebook will promote it to EVERYONE
    • 01:25 – Live Q and A
    • 01:38 – Test different strategies
    • 01:49 – Creates loyalty, builds your brand, etc.
    • 02:08 – The results aren’t necessarily quick, but they do happen
  • 02:29 – Frank Kern Facebook Live
    • 02:43 – You CAN make money off of it
  • 02:50 – How Eric uses Facebook live
  • 03:23 – When you’re using live streaming tools, you need to identify which application has your ideal audience
    • 03:43 – Specialize in one or two of the channels
  • 04:27 – Telestream
  • 05:37 – Neil’s test on Facebook Live
    • 05:51 – After a day or two, no one watches it anymore
    • 06:10 – Don’t keep your videos up for more than a week or two
      • 06:28 – Do that, and more people will show up to your live broadcasts
    • 06:52 – Don’t forget to tap into your other channels

3 Key Points:

  1. Understand which “LIVE” audience is best suited for your needs.
  2. You can make money off of live streams, but they’re really for branding.
  3. When you’re jumping into the live-streaming game for the first time, test different strategies.

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Oct 12, 2016

In Episode #73 Eric and Neil discuss Medium—should you sue it or should you not? Listen as they talk brand building versus monetization, the importance of content control, and more…

Time Stamped Show Notes:

  • 00:29 – Today’s topic: Should you be using Medium or not?
    • 00:44 – Neil doesn’t see the value right now, especially if you already have your own blog that gets traffic
    • 01:03 – You can use Medium to promote your blog…maybe
  • 01:20 – Why build equity on somebody else’s platform?
  • 01:45 – Why would you compound your investment on another platform
    • 02:00 – Where’s the conversion tracking? Where are the tracking pixels?
    • 02:20 – Now, if your written content doesn’t have anything to do with what your blog normally covers, go ahead and put it on Medium
  • 03:15 – Medium is really a new, higher-quality version of Tumblr
  • 03:38 – Medium lacks versatility
  • 04:00 – You can test Medium for link building
  • 04:15 – If your blog blows up, you have no control with Medium
  • 04:28 – The plus side of Medium is this—they have an audience so your copy will be read
  • 05:09 – if your goal is to solely grow exposure…Medium can work
    • 05:50 – Are you focused on brand building or monetizing?

3 Key Points:

  1. Ask yourself are you interested in brand-building or monetizing?
  2. With Medium, you have zero control.
  3. When you do most on Medium, at least you know your content will be read.

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Oct 11, 2016

In Episode #72 Eric and Neil discuss they type of content you should be publishing on LinkedIn. Listen as they tackle post-strategy for target audiences, the benefits of posting directly to LinkedIn, the metrics LinkedIn offers, and why you need a personal blog to supplement whatever you post on LinkedIn.

Time Stamped Show Notes:

  • 00:29 – Today’s topic: What kind of content should you publish on LinkedIn?
  • 00:45 – LinkedIn built up an organic traffic base
  • 00:50 – Benefits of being able to publish on LinkedIn
    • 01:12 – Posts rank on Google
    • 01:29 – Eric syndicates his posts on LinkedIn
  • 01:44 – The more content Neil posts on LinkedIn, the more contact requests he gets
    • 02:02 – More contact requests results in more business inquiries
  • 02:30 – Posting same content from your blog to LinkedIn doesn’t do as well as unique content
  • 03:12 – Add your sites and projects to your LinkedIn profile
  • 04:00 – Metrics on LinkedIn posts
    • 05:06 – Writing specific, tailored content performs the best
  • 05:57 – Google’s duplicate content vs syndicating on LinkedIn
  • 06:56 – Blogging on LinkedIn doesn’t mean you don’t need a personal blog

3 Key Points:

  1. LinkedIn is has evolved from a nifty social media platform for professionals, into a networking juggernaut.
  2. Utilize LinkedIn for content–it ranks on Google too!
  3. Unique content does better than posting syndicated content.

Resources Mentioned:

  • LinkedIn – A social networking service where you can publish content

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Oct 10, 2016

In Episode #71 Eric and Neil highlight where marketing efforts are wasted. They’ll teach you the tools, techniques, and strategies to avoid that waste and minimize costs.

Time Stamped Show Notes:

  • 00:28 – Today’s topic: Where are most people’s marketing efforts wasted?
  • 00:41 – You don’t need a big marketing team
    • 01:24 – Look for contractors
    • 01:36 – Hiring too many full-time people can slow down the process
    • 02:14 – Outsourced doesn’t completely mean overseas
  • 02:49 – You have to be strategic in marketing
  • 03:23 – Don’t over extend yourself
  • 04:12 – Design related elements sometimes waste too much money
  • 05:08 – Don’t dedicate everything to a specific marketing process
  • 05:36 – Budget out how much money and time you want to spend
  • 05:48 – Try things but don’t forget to track!
  • 07:54 – Make sure you’re tracking the right stuff
  • 08:46 – That’s it for today’s episode!

3 Key Points:

  1. A big marketing team is not always necessary.
  2. Marketing requires strategy—if you don’t have strategy, don’t start marketing.
  3. Try and test LOTS of different marketing techniques, but ensure you’re tracking the right data.

Resources Mentioned:

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Oct 9, 2016

In Episode #70 Eric and Neil highlight how YOU can start your VERY OWN podcast! Listen as they talk about resources you’ll need to acquire before you start, the research you’ll need to conduct, the people you should follow, and the tools you can use to amplify your reach.

Time Stamped Show Notes:

  • 00:28 – Today’s topic: How to start a podcast
  • 01:41 – Libsyn
  • 02:19 – People normally link out to iTunes and android
  • 02:43 – Create a website where people can listen online
  • 03:08 – Smart Passive Podcast Player
  • 03:40 – Figure out your own process
  • 04:11 – iTunes will give you an initial bump at first
  • 04:25 – Be consistent!
  • 04:46 – Have the right keywords in your podcast title
  • 05:01 – Make sure your title is attractive
    • 05:18 – In the start, it’s all about listens and reviews
  • 05:40 – Have an intro and outro
  • 06:02 – Do episodes in batches
  • 06:38 – Make it easy
  • 07:21 – Podcast Motor
  • 08:00 – Create an appealing cover image for your podcast
  • 09:18 – That’s it for today’s episode!

3 Key Points:

  1. Read and listen to other blogs and podcasts to know more.
  2. Not all audiences have apple or android devices. Make your podcast available online.
  3. Consistency is key for building compounding content.

Resources Mentioned:

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Oct 8, 2016

In Episode #69 Eric and Neil talk about churn—what it is and how entrepreneurs can reduce it. Listen as walk through the process of measuring churn, the importance of knowing what your customers love about your product or service, and what tactics you can implement to kill churn in your business.

Time Stamped Show Notes:

  • 00:28 – Today’s topic: What is churn and how to reduce it?
  • 00:35 – Churn is a metric number
  • 00:42 – Churn = customers you are losing per month divided by all your customers
  • 00:55 – Neil’s experience with churn
    • 01:29 – If it sucks you’ll get high churn; if it’s great you’ll get low churn
    • 02:14 – Churn of 2% or under is acceptable
    • 02:38 – It’s difficult to scale a business with 5% churn
  • 03:10 – Conduct a survey to your audience to know what’s wrong
  • 03:35 – Neil’s tactics to reduce churn
    • 03:50 – Yearly subscriptions
    • 04:41 – Put invoices on the dashboard
    • 05:11 – Find out what people love about your product
    • 06:17 – Figure out what metrics are important to you or to the users
    • 06:28 – Qualaroo and Google Analytics
  • 07:14 – One Key Metric
  • 07:31 – Dunning
  • 07:41 – Churn Buster
  • 07:58 – Use Visa and Master Card updater
  • 08:39 – Pausing or stopping a subscription and restarting again
  • 09:18 – That’s it for today’s episode!

3 Key Points:

  1. Remember to ask your customers for their feedback.
  2. Know what people love about your product or service.
  3. Know what metrics are important for your business.

Resources Mentioned:

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Oct 7, 2016

In Episode #68, Neil and Eric talk about the exciting marketing opportunities coming up in 2017! They’ll highlight the opportunities they see, discuss their advantages versus disadvantages, and illustrate how each one of those opportunities can work for your business. 

Time Stamped Show Notes:

  • 00:28 – Today’s topic: Exciting Marketing Opportunities for 2017
  • 00:35 – LinkedIn steps up by adding a retargeting pixel and a lot more features
  • 01:13 – Third party authentication
    • 01:42 – Signup is just one click away
    • 01:45 – See your conversion rates go up 20-30%
    • 01:52 – Hire a paid developer in Upwork to do it
  • 02:02 – Gmail Advertising
  • 02:46 – Creating funnels
    • 05:13 – Orabrush’s example
    • 05:59 – Google up marketing funnel
  • 06:10 – Facebook Video
  • 07:21 – Advanced email segmentation
    • 08:32 – Sending the rights emails on the right time
  • 08:48 – YouTube Advertising
    • 09:00 – Add a call to action on the banner
  • 09:39 – That’s it for today’s episode!

3 Key Points:

  1. Try new opportunities –they won’t hurt!
  2. Create funnels to generate sales.
  3. If you’re smart enough to see the bandwagon, hop on!

Resources Mentioned:

  • LinkedIn – A social media platform where you can follow and connect with professionals.
  • Upwork – A platform where you can hire freelancers.
  • Gmail Advertising – Interactive ads at the top of people’s inboxes.
  • Facebook Video – Put up video ads on Facebook.
  • YouTube Advertising – Video ads show what you have to offer.

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Oct 6, 2016

In Episode #67, Neil and Eric discuss the importance of making a marketing hire—who it should be and why. Listen as Eric and Neil enumerate the positions you’ll want to fill in first, why getting somebody smarter than you is essential, and how paying a smaller salary with bonuses makes marketers work harder.

Time Stamped Show Notes:

  • 00:28 – Today’s topic: Who should your first marketing hire be?
    • 00:50 – Hire an executive assistant
  • 01:26 – If you understand marketing within your organization, hire someone who compliments you
  • 02:10 – Don’t hire someone with the same skill sets as you have
  • 02:22 – You want people who are self sufficient
  • 02:34 – Why you should not hire a big person
  • 03:28 – You need a person that can evolve into a growth hacker
  • 04:00 – In interviews, ask what applicants would do differently
  • 04:24 – Hire someone tactical
  • 05::26 – Your job as CEO is to hire people who are smarter than you
  • 06:06 – It’s very hard to find great marketers
  • 06:19 – Put people through a trial period
  • 06:57 – Referrals is number one
  • 07:11 – Forced Hiring Growth Everywhere
  • 07:51 – Pay a smaller salary and pay a portion as a bonus
  • 08:26 – That’s it for today’s episode!

3 Key Points:

  1. Hire people who are smarter than you.
  2. Don’t hire “big people” if you’re still starting.
  3. Paying a smaller salary with bonuses will make your marketer work harder.

Resources Mentioned:

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Oct 5, 2016

In Episode #66, Neil and Eric sit down to discuss the fundamentals of effective keyword research. They’ll talk about what tools you should use, why your focus should be on the quality of your content than the quality of your keywords, and how heavy, thoughtful blogging can seriously amplify your website ranking.

Time Stamped Show Notes:

  • 00:28 – Today’s topic: How to Do Effective Keyword Research
  • 00:52 – Eric recommends Google Keyword Finder
  • 01:22 – Neil uses Ahrefs
    • 02:01 – Ahrefs shows you keywords your competitor gets traffic for and their rough rankings
  • 03:15 – Create better content using Brian Dean’s Skyscraper Technique
  • 03:32 – Optimize title tags
  • 03:49 – Ahrefs added new features
    • 03:52 – Content gap analysis
  • 04:16 – Two free tools: Ubersuggest and Google Trends
  • 05:15 – Don’t over analyze with keywords
  • 05:29 – Traffic doesn’t come from just one keyword
  • 05:55 – Neil and Eric are heavy on blogging
  • 06:48 – Don’t just think about the keyword, think about the content you should be writing
  • 07:01 – Quora
  • 07:11 – Twitter
  • 07:17 – The importance of long-tail keywords
  • 08:05 – That’s it for today’s episode!

3 Key Points:

  1. Creating better content will help you rank.
  2. It’s easy to over analyze keywords.
  3. Great keywords—even long-tail keywords—aren’t going to be a cure-all.

Resources Mentioned:

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Oct 4, 2016

In Episode #65, Neil and Eric discuss marketing conferences—their importance and where or not you should actually attend them. Listen as they share their experiences and tips when attending these conferences, and why the networking opportunities within the conference are a heck of a lot more important than the conference itself.

Time Stamped Show Notes:

  • 00:28 – Today’s topic: Should you attend marketing conferences?
    • 00:35 – it depends on what you want to learn
  • 00:43 – Big vs small marketing conferences
  • 01:04 – Neil attends marketing conferences for networking
    • 01:58 – Eric loves conferences for the people he gets to meet
  • 02:06 – Eric’s experience at the Traffic and Conversion Conference
  • 02:58 – Google “How to Throw Mastermind Dinners”
  • 03:54 – Finding the right people to extend long-term friendship to
  • 04:00 – Neil hates conference “sessions”
    • 04:17 – Sessions vs Blog Posts
    • 04:33 – Don’t attend conferences for the sessions
  • 05:30 – “When you’re talking to people, it’s not about what you’re trying to accomplish. It’s about them.”
  • 05:58 – Go to marketing conferences and set the right expectations for yourself
  • 06:20 – Do mastermind dinners by group
  • 06:31 – Conference pass vs Expo pass
  • 07:07 – The mastermind meetings are more valuable than the conference
  • 07:19 – Read: Never Eat Alone
  • 07:35 – That’s it for today’s episode!

3 Key Points:

  1. Attend marketing conferences for the networking opportunities.
  2. Set right and reasonable expectations for conferences.
  3. Don’t invite people for one on one meetings because they probably won’t show up. Create group events instead.

Resources Mentioned:

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Oct 3, 2016

In Episode #64 Eric and Neil talk about marketing tactics for entrepreneurs just getting started. Listen as they highlight free, easy-to-implement tools, the importance of knowing your strengths, and why your initial entrepreneurial marketing efforts need to focus exclusively on one area or offer.

Time Stamped Show Notes:

  • 00:28 – Today’s Topic: Marketing tactics for entrepreneurs just getting started
  • 00:55 – Start with a blog
    • 01:36 – Look for stuff to give away for FREE
    • 01:40 – Use content and social media
  • 01:49 – Know your strengths
    • 01:58 – Organic vs Paid
    • 02:18 – Pick tactics that will compliment your skills
    • 02:28 – Take the concepts and test them out
  • 03:08 – Airbnb as an example
  • 04:01 – Driving people from Facebook
    • 04:16 – Built relationships with people
  • 05:07 – Focus on one area first
  • 05:38 – Consider your website
  • 07:15 – Don’t set up yourself to fail
  • 07:32 – Leadpages
  • 08:17 – Look at Google tag manager
  • 08:41 – The Measure School on Youtube
  • 09:10 – That’s it for today’s episode!

3 Key Points:

  1. Start a blog so you can easily distribute valuable content for free.
  2. Look at your skill sets—chose an avenue that naturally complements those skills.
  3. Don’t try all marketing tools and techniques at once—focus one thing first.

Resources Mentioned:

  • Airbnb – Company that Neil set as an example
  • Facebook –Social media platform where you can drive audience from
  • Google Analytics – A tool you can use to track your website’s performance
  • Leadpages – Tool to design your landing page
  • Measure School – Where you can get information on tracking with Google Analytics

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Oct 2, 2016

Welcome to The Marketing School Podcast—your 10-minute resource to learn, grown, and nurture your passion for online marketing!

In Episode #63 Eric and Neil talk about the art of emailing your list. Listen as they talk about the frequency with which you should email your list, how you can better preserve the trust between you and your list, and why email-based sales promotions should be both tactful and scheduled. 

Time Stamped Show Notes:

  • 00:28 – Today’s Topic: How often to email your list
  • 00:47 – Make your audience look forward to the next email
  • 00:56 – Put value in your emails
  • 01:11 – Email audience as long as they’re engaged
  • 01:18 – Don’t send emails to people without engagement
  • 02:14 – Send emails based on how often people engage
  • 02:23 – Drip
  • 03:07 – Tell a consistent story
  • 03:27 – Consider what you are emailing
  • 04:13 – Build trust with you audience before sending sales stuff
  • 04:27 – Have a ratio between value content and sales emails

3 Key Points:

  1. Each email should make your audience look forward to the next.
  2. You need to put value in each email.
  3. Trust between you and your audience needs to be established.

Resources Mentioned:

  • Mailchimp – Another email system Neil mentioned
  • Drip – Email system mentioned by Eric

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Oct 1, 2016

In Episode #62 Eric and Neil discuss their secrets for successfully recording and promoting podcasts. Listen as they share the physical tools they use, they software they rely on to produce The Marketing School, and the key concepts you need to master if you want to successfully promote your show.

Time Stamped Show Notes:

  • 00:25 – Today’s Topic: The Art of Promoting and Recording Podcasts
  • 00:35 – Microphones and recording multiple times
  • 01:15 – Recording software
  • 02:33 – Microphones to use
  • 03:35 – Neil and Eric save 3 files for every recording
  • 09:50 – Promoting a podcast
    • 03:53 – Email blast
    • 04:20 – Libsyn is not that accurate
    • 04:41 – Product Hunt
    • 05:59 – Email digest
  • 05:29 – Shure MV88
  • 06:30 – The BEST strategy in promoting
  • 07:42 – The Art of Charm Podcast
  • 08:37 – The more you can automate, the better
  • 08:45 – Edgar
  • 09:06 – Keep Retweeting episodes on Twitter
  • 09:58 – As long as you’re providing value, you’re doing the right thing
  • 10:11 – That’s the end of today’s episode! 

3 Key Points:

  1. Use different tools and software when recording.
  2. Always have a backup—ALWAYS.
  3. Interview other people who are already popular—let their networks do the promotion for you.

Resources Mentioned:

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Sep 30, 2016

In Episode #61 Neil and Eric talk about the differences between hiring in-house, hiring consultants and hiring agencies. Listen as they highlight the pros and cons, share what works for their own businesses, and the stunning advantages of outsourcing.

Time Stamped Show Notes: 

  • 00:29 – Today’s Topic: The Pros and Cons of Hiring In-house Versus Agency Versus Consultant
  • 00:42 – Neil never hires agencies—only specific consultants
  • 01:08 – Eric has an agency but would not hire an agency
  • 02:08 – How the Forced Hiring tactic works
    • 02:10 – Using LinkedIn
    • 02:52 – The easy way is to just look for an agency
    • 02:58 – Agencies do not fully understand your product
  • 03:18 – Be mindful of relationship dynamics
  • 03:26 – Think about why you want to hire
    • 03:34 – In-house for managing the whole process
    • 03:42 – Freelancer for a specific task
    • 03:48 – Consultant for helping in strategy
  • 04:10 – It depends on the task you want to get done
  • 05:00 – Optimize costs and results
  • 05:40 – Working with the big ones means paying for the brand name
  • 06:35 – Consider your company’s culture—don’t hire solely for the results
  • 07:16 – End of today’s episode!

3 Key Points:

  1. Agencies bring convenience, but significant expense as well.
  2. Hiring for what you need done and what fits your culture.
  3. Don’t look at just the costs; look at the results as well.

Resources Mentioned:

  • Angel List and Indeed – Where Eric would search for consultants
  • Forced Hiring – A tactic which Eric wrote a blog about
  • LinkedIn – A social media platform where you can generate leads

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Sep 29, 2016

In Episode #60 Neil and Eric discuss the relationship between digital marketing agencies and their customers—specifically how agencies treat their customers, and what agencies are getting wrong.

Time Stamped Show Notes: 

  • 00:28 – Today’s topic: What Do Most Digital Marketing Agencies Get Wrong?
  • 00:36 – Neil had an agency in the past and Eric has one in the present
  • 00:53 – Oftentimes, big agencies hand your account off to a junior person
    • 01:09 – The results are going to be limited
  • 01:26 – Creating an agency should be about driving results to clients
  • 01:33 – Another mistake is not understanding the client
    • 01:42 – The relationship won’t work out
      • 01:45 – Neil’s experience related to this
    • 02:10 – An understanding between an agency and client is important before running a project
  • 02:37 – Most agencies exclusively focus on building their client rosters
    • 02:48 – Agencies lack client profiling and they shouldn’t
    • 03:14 – Try a foot-in-the-door type of engagement
  • 03:48 – Agencies and clients can’t focus on each other
    • 04:00 – Agencies love big clients and big clients get the special treatment
      • 04:18 – Don’t hire agencies that handle big clients, unless you yourself are a BIG client
    • 05:16 – As a client, find a small agency and make sure that you’re your agency’s biggest client and as an agency, value your biggest client
  • 05:30 – Agencies’ cookie-cutter approach
    • 05:53 – Every single business is different
  • 06:07 – Agencies’ package approach
    • 06:15 – There is no set package
  • 06:32 – Make sure the agency produces the highest ROI for you
    • 06:47 – Give the agency your stats and metrics and ask how to increase your ROI the fastest
  • 07:09 – Agencies showing off their awards
    • 07:40 – Focus on your clients

3 Key Points:

  1. Owning good communication and practicing understanding can go a long way – always make sure that you’re on the same page with your clients.
  2. Treat each of your customers with care—you are here because of them and they are in front of you because they need you.
  3. Know your money’s worth—it’s never a crime to ask questions.

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Sep 28, 2016

In Episode #59 Neil and Eric discuss the most important things you need to do before publishing a blog post. Listen as they illustrate the seven things you can do to increase your online presence, click-through rate, and drive online traffic to your blog post. 

Time Stamped Show Notes: 

  • 00:28 – Today’s topic: Seven Things You Should Do Every Time Before You Publish a Blog Post
  • 00:36 – First thing?—A/B test the headline
    • 00:43 – Search for WordPress A/B testing plugin
    • 00:50 – Why this is important
  • 01:14 – Second thing?—have a very engaging image
    • 01:26 – Images affect your click-through rate when running an ad
    • 01:30 – Sites like StockUnlimited gives you unlimited stock photos
    • 01:40 – Subscribe to DesignPickle monthly subscription plan to get unlimited design
    • 01:46 – Single Grain blog
  • 01:56 – Third thing?– email every single website you link out to
    • 02:06 – Sending a cold email
    • 02:20 – An additional note to add in the email
  • 02:27 – Fourth thing? - building a promotional aspect
    • 02:33 – Connect to a community that you can engage in
    • 02:36 – For marketers, you can go to GrowthHackers and Inbound and share the content that you have
    • 02:51 – Think about where your audience is hanging out
    • 03:00 – Reddit looks out for people that are self-promotional—tread carefully
      • 03:06 – Make sure your blog post adds value and you engage with people
    • 03:33 – Number 5?—asking for social share
      • 03:34 – Go to competitors article around the web
      • 03:48 – You can also do searches at and type the keywords
      • 04:07 – After finding the people who re-tweeted the articles, you can email them for social share
    • 04:55 – Number 6?—ask your team to promote your blog post
    • 05:23 – Number 7?—send an e-mail blast every time you release a blog post
      • 05:31 – This is good traffic source
      • 06:02 – Send the email 2 days later 

3 Key Points:

  1. Utilize your resources—your team and family can help you increase traffic.
  2. Don’t just blog—create something of value and you’ll actually pique people’s interest.
  3. Increasing traffic means increasing your connections. Learn how to interact with people and return the good deed.

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Sep 27, 2016

In Episode #58 Neil and Eric highlight how they create a marketing budget. Listen as they illustrate the differences between short-term and long-term budgeting, the value of content for link building, and the one place you should spend at least $10K per month if you can.

Time Stamped Show Notes: 

  • 00:25 – Today’s topic: How to Create a Marketing Budget
  • 00:34 – Short-term versus long-term budget
    • 00:48 – SEO is a front-loaded cost
      • 01:18 – Takes a long time to get going so you spend a lot early on to get it set up
    • 01:25 -- Social media
      • 01:29 – Ad buys can be done on a monthly basis…it’s ROI driven
      • 01:55 – Fan building, another front loaded cost
    • 02:18 – If you have something that’s working, go all in on it, don’t stop arbitrarily
      • 03:10 – When you’re starting out, you don’t have unlimited budget, so it’s important to invest where returns are greatest
    • 04:30 – Content marketing and link building
    • 04:40 – With CRO you need at least 10K visits per month
    • 04:48 – Content is KEY for link building, and you can’t do it right unless you’re spending 10K per month
    • 05:40 – Eric spends $2500 per month just on tools
    • 06:29 – Digital Marketer breaks down the traffic buckets brilliantly
    • 06:55 – Allocate 68% of funds to cold traffic
    • 07:15 – Don’t blindly dump money into programs

3 Key Points:

  1. Build two budgets, short term and long term.
  2. When you’re just starting out, your funds are (probably) limited, so put the money where the returns are greatest.
  3. If you want to be successful in link building, spend money to develop marquee content.

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Sep 26, 2016

In Episode #57 Neil and Eric talk brands, specifically, how many you should have if you want to be successful in your efforts. Listen as they explain why brand diversification is not only unnecessary in most cases, but how it can actually damage your business.

Time Stamped Show Notes:

  • 00:25 – Today’s topic: How to Decide if You Need Separate Brands for Your Business
  • 00:35 – If you’re creating different products and they’re not related at all, obviously you need different brands
  • 00:45 – Having said that, you put SO much into building a site and brand, why not bring everything under one umbrella?
  • 01:28 – Talking about QuickSprout
    • 02:12 – The brand split wasn’t intentional
    • 02:35 – Crazy Egg was such a different concept, it couldn’t merge with QuickSprout
  • 03:10 – Most people create too many businesses
  • 03:39 – Focus on your CORE business until it flat-lines
  • 03:55 – Talking about Growth Everywhere versus Single Grain
  • 05:05 – Just look at all the effort Neil had to put in to build NeilPatel.com
  • 05:30 – You don’t need a personal blog and a corporate blog—just do ONE
    • 05:45 – And generally go corporate, because you can market and sell that

3 Key Points:

  1. Your time and focus are limited—that alone means rare is the time when it make sense to split brands.
  2. If you’ve already established a brand, domain, and good traffic volume, why divert your attention from that?
  3. Unless the brands/products/offerings are going to be EXTREMELY different, it usually doesn’t make sense to kick-off a new brand.

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Sep 25, 2016

In Episode #56 Neil and Eric highlight how they go about hiring the best freelancers no matter the industry. Listen as they share websites, tools, and creative strategies for finding freelancers that are truly masters of their given craft.

Time Stamped Show Notes: 

  • 00:25 – Today’s topic: The Best Services for Finding Great Freelancers
  • 00:40 – Talking designers
  • 01:53 – upwork.com
    • 02:05 – A lot of the freelancers suck, but a lot of the people offering jobs suck too
    • 02:31 – You need to find people who’ve done EXACTLY what you’ve done
  • 02:40 – Check out freelancer.com as well
  • 02:50 – Toptal.com is great for engineers and developers
  • 03:10 – The Code Pen is where Eric sourced his developer
  • 03:14 – Don’t forget about word of mouth sourcing
  • 04:32 – Consider searching LinkedIn—it’s not as unusual as it sounds
  • 05:05 – angel.co Angel List means you’re plugged-in
  • 05:52 – ProBlogger.net has really good writers
  • 06:09 – More often than not though…this is all about YOUR hiring process—if your process isn’t good, you’ll run in circles
    • 06:22 – When you’re hiring people, be explicit, nitpick PRE-hire so you don’t have to nitpick POST-hire
  • 07:15 -- Remember that a friend will rarely if ever recommend a lousy freelancer because they don’t want to look bad…this of a personal recommendation as (generally) a sure thing

3 Key Points:

  1. Looking for a talented freelancer? Look word of mouth FIRST.
  2. Be extremely upfront and explicit in your expectations before hiring.
  3. Feel free to get creative—try plundering LinkedIn for talent in your industry.

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Sep 24, 2016

In Episode #55 Neil and Eric discuss tried and true strategies for making the most of a website that is no longer in use. Listen as they talk 301 re-directs, domain name investments, scrappy partnerships, and more.

Time Stamped Show Notes:

  • 00:25 – Today’s topic: What Should You Do with a Website that Is No Longer in Use?
  • 00:35 – Neil usually does a 301 redirect to another digital property, or sells the domain
    • 00:50 – Check out flippa to sell
    • 01:09 – Rent the website as well
  • 01:29 – Empire Flippers and FEinternational.com
  • 01:58 – Eric just acquired another gun blog
    • 02:10 – Used a 301 to drive that blog to his site
    • 02:38 – 301 redirect EACH page and renew the domain for a very long time
    • 03:10 – Redirect no less than the Top 25 pages driving traffic
  • 03:35 – See what competitors are doing to make money
  • 04:00 – If you drive the same amount of traffic, why aren’t you making the same amount of money?
  • 04:20 – Finding website brokers
  • 04:35 – Owning a premium domain name is a GREAT way to make money
  • 05:03 – Why aren’t you doing anything with your site?
  • 05:39 – Don’t be afraid to partner with someone who’s scrappier and hungrier than you

3 Key Points:

  1. Take advantage of 301 redirects.
  2. If you’re thinking about terminating your website, ask yourself WHY before doing so and evaluate the alternative options.
  3. Always hold on to a premium domain—that’s a digital real estate investment.

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Sep 23, 2016

In Episode #54 Neil and Eric share their secrets for measuring the success of SEO changes you make to your website. Listen as they talk Google Search Console versus Google Analytics, and highlight how you should approach each tool.

Time Stamped Show Notes:

  • 00:25 – Today’s topic: How to Know if Your SEO Changes are ACTUALLY Working?
  • 00:34 – Checkout Google Search Console
    • 00:58 – As long as it says you’re going up—everything is typically all good
  • 01:05 – Look at impressions
  • 01:49 – When you make a technical SEO change, make a note of it and check back in 20 days via Google Search Console
  • 03:23 – One framework to use, Brian Balfour experimentation framework
  • 04:04 – All you need is a spreadsheet
    • 04:14 – Neil lists the columns in his spreadsheet
  • 04:30 – Tracking against 1 EID
  • 05:15 – Set weekly growth meetings to review changes
  • 05:40 – Take screen shots 2 or 3 times a month to track your data, because you will lose your history in Search Console
  • 07:00 – GrowthBot.io can sync with Slack and preview key analytics

3 Key Points:

  1. You MUST use Google Search Console.
  2. When using GSC, be sure to take screen shots at least 2 or 3 times a month as history is not stored.
  3. Set weekly or monthly meetings to review SEO changes.

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