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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 5
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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Jan 6, 2017

In Episode #159, Eric and Neil discuss what you need to know about digital marketing before investing your time and money. Listen as they explain the benefits of zeroing in on one channel over time and more first hand advice about how to tackle digital marketing for yourself as opposed to outsourcing to an agency.

Time Stamped Show Notes:

  • 00:28 – Today’s topic: What You Need to Know About Digital Marketing Before Investing in It
  • 00:50 – First is to get a high level view of what is going on
  • 00:57 – There are a lot of YouTube videos available, like the one from HubSpot
  • 01:30 – Know what your goals are and be clear with your target
  • 01:51 – Figure out what channel you want to tackle first
    • 02:02 – Neil’s focus is content marketing
    • 03:00 – Neil wants to use YouTube
    • 03:58 – Neil shares how he still maximizes on Facebook, even after he stopped spending money on it
  • 04:30 – “Focus on one channel at a time and focus on things that work”
  • 05:29 – Neil only does a few channels at once
  • 05:49 – NeilPatel.com has been around for 2 years and Neil is focused on content marketing
  • 06:40 – If you haven’t figured out your foundation for the different channels you’re running at once, it will slow you down
  • 07:45 – Success takes time
  • 08:07 – Eric shares how he grows “Growth Everywhere”
  • 08:26 – Everything compounds in time
  • 09:00 – Neil advises to not hire an agency on your first year
    • 09:05 – If you can’t figure out traction on your own, your agency is going to just spend all your money before they figure things out
    • 09:34 – You don’t have to be an expert – work to figure out the basics on your own
  • 09:47 – That’s it for today’s episode!

3 Key Points:

  1. Don’t go into multiple channels at once – pick one at a time, conquer it, and be the best at it.
  2. All good things take time when it comes to maximizing on a digital marketing strategy.
  3. You don’t have to be an expert – just be technical enough to figure out the basics on your own.

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Jan 5, 2017

In Episode #158, Eric and Neil discuss a how long it actually takes for SEO to work. Having the right expectations in mind will help you as you wait for results. Tune is as Eric and Neil discuss their own experiences with SEO and the techniques that you can do now to boost your traffic.

Time Stamped Show Notes:

  • 00:28 – Today’s topic: How Long it Takes for SEO to Work
  • 00:35 – For a brand new website, it takes 6 months to 1 year. For an established website, it can take 6 months or more to get ranking.
  • 00:50 – Neil shares his website’s ranking as an example
  • 01:45 – It took Neil 9 months for him to see a decent ranking
  • 02:00 – The search traffic goes up slowly
  • 02:39 – “It takes good placement to see traffic”
  • 02:53 – Eric shares his own experience with SEO
  • 03:12 – Eric decided to buy a decent age domain
  • 04:00 – Eric made a lot of adjustments with the domain and their website traffic went from hundreds to millions
  • 04:54 – Redirecting an old domain to a new domain helps
  • 05:03 – Having high brand keywords increases traffic
  • 06:28 – Have an on-page SEO set up right
  • 07:30 – There’s a lot of SEO consultants available and don’t be afraid to approach them if you’re not confident enough setting up SEO
  • 08:19 – SEO takes time and effort, so be patient
  • 08:27 – That’s it for today’s episode!

3 Key Points:

  1. There are no shortcuts in SEO, so BE patient as it takes time and effort to see the results.
  2. To get that traffic, you need to focus on having a proper on-page SEO setup.
  3. Do NOT be afraid to ask the experts—it’s better see real results than to overestimate your abilities.

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Jan 4, 2017

In Episode #157, Eric and Neil discuss whether guest posting is irrelevant or still effective. Guest posting today works differently than it did before – its main ROI is not to build links, but to deliver value and drive those leads. Listen as Neil and Eric discuss how to best utilize guest posting for your marketing needs.

Time Stamped Show Notes:

  • 00:28 – Today’s topic: Is Guest Posting Still Worth It?
  • 00:44 – Guest posting is posting on other websites for link building purposes
  • 01:30 – It’s still worth it
  • 01:48 – Before, guest posters get author accounts
  • 02:00 – Now, if you’re given an author account, it will be in a sub-page without indexes
  • 02:32 – DON’T waste your time guest posting for links anymore
  • 02:41 – Focus on guest posting to drive leads
  • 03:13 – Neil talks about his friend, Jason, who specializes in guest posting
  • 03:57 – You will see little to no results on your first 6 months of guest posting
  • 04:00 – It takes a year to get traction
  • 04:29 – Eric shares an article he wrote about YouTube advertising
  • 05:33 – Guest posting has it’s ROIs
  • 05:53 – Focus on delivering value
  • 06:19 – Yields from guest posting will definitely take time
  • 06:41 – That’s it for today’s episode!

3 Key Points:

  1. Guest posting is STILL relevant as a marketing tool.
  2. Do NOT focus on link building – it’s about driving those leads.
  3. Make sure you are delivering VALUE in your posts.

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Jan 3, 2017

In Episode #156, Eric and Neil discuss a valuable opportunity that is worth considering for your team and business—hiring marketing interns. Listen as they reveal the benefits of hiring interns, tips and tools that can make the hiring process easy, and factors you should consider while looking for the next best fit for the company.

Time Stamped Show Notes:

  • 00:28 – Today’s topic: How to Hire Marketing Interns
  • 00:40 – “The people that are really hungry [to learn]; sometimes, they end up being the best hires”
  • 00:43 – Having a long-term internship program will be good for a business
  • 01:03 – Use Craigslist or a tool called Workable to keep your hiring process simple
  • 01:10 – First, create a good job description
  • 01:19 – Eric uses Spark Hire, which allows video interviewing
  • 02:38 – Neil uses Elevation Scholars to offer marketing scholarships
  • 03:17 – Neil lists his requirements for the marketing scholarships he offers
  • 04:59 – Neil pays for their interns’ services
  • 05:15 – Take your interns to training
  • 05:34 – Help them grow and pay them at the same time
  • 06:11 – Make sure there is a “light” in your program
  • 06:28 – Constantly give your feedback
  • 06:46 – Target websites about career change to promote your search
  • 07:26 – Use 15Five to setup automated feedback for your interns
  • 08:08 – Be supportive to your team
  • 08:17 – That’s it for today’s episode!

3 Key Points:

  1. No need to reinvent the wheel—use the online tools available to you for your hiring and selection process.
  2. Do NOT focus solely on talent alone, consider the person’s character too.
  3. Give training and constant feedback—interns need your direction.

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Jan 2, 2017

In Episode #155, Eric and Neil talk about 7 creative marketing tactics that you ought to be leveraging. Tune in to discover the online tools that will work for you and the tactics you need to keep your content one step ahead of your competitors.

Time Stamped Show Notes:

  • 00:28 – Today’s topic: 7 Creative Marketing Tactics that You Ought to be Leveraging
  • 00:37 – #1 Use TurboDial to collect phone numbers of visitors on your website
    • 00:56 – Send TurboDial a signal to send a text message to the person
    • 01:30 – You can program replies when a person responds to your text
  • 02:09 – #2 Make your stuff is available for pirates on torrent sites
  • 02:52 – #3 Use exit pop-ups
  • 03:17 – #4 Make sure your funnel is congruent with your client’s interests
  • 04:13 – #5 Go to BuzzSumo and find out which of your competitors’ posts are going viral
    • 04:21 – Ahrefs will also show you your competitors’ most popular posts
    • 04:29 – Take the post’s URL and put it into Twitter search to show the top users sharing the content
    • 04:37 – Write something similar, but better, then start emailing the users about your content
    • 05:15 – When they respond, ask them what you can do for them and make a P.S. about sharing your content
  • 05:35 – #6 Have a content creation checklist or learn about content repurposing
  • 06:34 – Google “content repurposing workflow”
  • 06:44 – #7 With remarketing, put your pixel in your email signature
  • 07:35 – That’s it for today’s episode!

3 Key Points:

  1. Make your content available for pirates – let them do the work of spreading the word for you.
  2. Use exit pop-ups, they are triggers for opt-ins.
  3. Keep an eye on your competitor’s posts, create betters ones, and share them with the people who are engaging with your competitor’s content.

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Jan 1, 2017

In Episode #154, Eric and Neil teach entrepreneurs how to get started with Faceboook Ads. Facebook Ads have proven to be a really effective tool to grow conversion and traffic. Business owners are now able to customize more of their ads on this platform without needing to be technical. Listen as Neil and Eric provide you with great advice on how to get started with Facebook Ads.

Time Stamped Show Notes:

  • 00:28 – Today’s topic: How to Get Started with Facebook Ads
  • 00:48 – Boosting your posts
  • 01:04 – Digital Marketer’s Podcast episode on boosting posts has in-depth information on the topic
  • 01:18 – Boost what gets people engaged or what you want
  • 01:34 – Boosting does NOT have to be expensive
  • 01:54 – Neil loves to spend on page likes
  • 02:14 – Spending money on likes is like building your own platform
  • 02:37 – Targeting your audience on geographic location, interests, etc. doesn’t work well unless you have an email list similar to it
  • 03:22 – Build lookalike audiences
  • 03:40 – Use Google Tag Manager to set your pixels
  • 04:37 – Don’t do complex stuff just yet
  • 04:47 – FIRST, use Facebook traffic for brand awareness
  • 05:24 – AdEspresso has ads templates which you can pull ideas from
  • 05:48 – HelloBar is a tool you can use to collect more page likes
  • 05:51 – That’s it for today’s episode!

3 Key Points:

  1. Start with the simple ads and prove its effectivity BEFORE trying out complex ones.
  2. Do NOT forget to set-up yours pixels, first.
  3. Facebook ads can be used for different purposes – not just for conversions.

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Dec 31, 2016

In Episode #153, Eric and Neil discuss the 4 steps to get started with RSLA (Remarketing Lists for Search Ads). RLSA allow you to target your past website visitors to open up more possibilities for marketing and promotion. Listen to find out how you can set-up your RSLA to start benefitting from this feature ASAP.

Time Stamped Show Notes:

  • 00:28 – Today’s topic: 4 Steps to Getting Started with RSLA
  • 00:36 – RLSA (Remarketing Lists for Search Ads) is a feature that lets you customize your search ad campaigns for people who have previously visited your website
  • 00:50 – The idea is to target people who visited your site before and are searching for something similar in Google
  • 01:24 – The 4 Main Steps to get started with RSLA: Pixeling your audience, create content, keyword research, and setting up in Google Adwords
  • 01:36 – PIxeling is very easy – just add the pixel code to your account
  • 01:46 – If your content is NOT relevant to buyers, you will get a ton of traffic without conversion
  • 02:12 – KissMetrics is an example
  • 03:00 – Being too broad in your content will get you irrelevant traffic
  • 03:33 – Use a Google Keyword tool or SEMRush for your keyword research
  • 04:03 – After you setup your keyword permutations, you can retarget people who already purchased with a separate brand campaign
  • 05:13 – RLSA allows you to do more advanced marketing strategies
  • 05:35 – That’s it for today’s episode!

3 Key Points:

  1. RLSA allows you to target past website visitors who are searching for similar things on Google.
  2. Avoid irrelevant traffic by making your content RELEVANT to your target audience.
  3. RLSA enables you to set-up advanced strategies for your remarketing.

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Dec 30, 2016

In Episode #152, Eric and Neil tackle the Google Analytics metrics that you should be tracking for your business. Listen to discover the metrics worth monitoring on a weekly basis that will help you improve your conversion rates. Understanding your metrics will also help you find and address your problem areas to better optimize your website’s performance.

Time Stamped Show Notes:

  • 00:28 – Today’s topic: Which Google Analytics Metrics Should You Be Tracking?
  • 00:35 – It’s important to track your conversion rates
    • 00:46 – This tells you how well your website is performing
  • 01:07 – Look at your traffic from the last 7 days and do week by week comparison
    • 01:19 – You should be getting more traffic from the previous week
    • 01:25 – “You will not always hit those goals but you’ll see which channels are moving down”
    • 01:30 – Figure out strategies you can use to address the metrics that went down
    • 02:03 – The week by week indicator should show you results of whether you’re doing better or worse
  • 02:06 – Look at the value of certain landing pages
    • 02:11 – Make sure you have setup value for your goal conversion setup
    • 02:33 – The key is to be able to know how much your page is worth
  • 02:56 – Check your Google Analytics > Audience > Behavior > Engagement
    • 03:05 – A chart regarding how long people are staying on your site will show up
    • 03:12 – Most users will be on the 0-10 second range
    • 03:19 – Improve usability and flow of your site to make visitors stay longer
  • 03:42 – Track your bounce rate and keep it as low as possible
  • 04:20 – “Looking at your rates is a good place to start”
  • 04:29 – Neil also looks at Behavior > Site Content > All Pages
    • 04:36 – This lists your most popular content
    • 04:45 – There are some pages that might just grow popularity and you have to monetize it
  • 05:27 – Check out what your top traffic sources are
  • 06:03 – Set aside time to assess your Google Analytics
  • 06:20 – Make sure your Google Search Console is connected to your Google Analytics
  • 06:49 – That’s it for today’s episode!

3 Key Points:

  1. The metrics you should track vary from business to business – it isn’t one-metric-fits-all.
  2. Looking deeper into your metrics will reveal relevant strategies you can use to improve your site.
  3. Take time to study and analyze your Google Analytics every week.

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Dec 29, 2016

In Episode #151, Eric and Neil discuss how to prepare for Google’s first mobile index. Google has announced that starting January 1st, 2017, they will start indexing the mobile pages of websites. Google has also laid out the AMP framework to be used as a basis for a better mobile user experience. Listen as Neil and Eric share tips on how to optimize your mobile sites and the tools that will help you get it to its best.

Time Stamped Show Notes:

  • 00:28 – Today’s topic: How to Prepare for Google’s First Mobile Index
  • 00:38 – Google’s focus is shifting more towards mobile
  • 00:46 – Google came up with AMP (Accelerated Mobile Pages) framework which makes the mobile user experience a lot better
  • 01:13 – AMP also has a carousel like the ones in the desktop version
  • 01:23 – Make sure you use the AMP framework for your sites
  • 01:37 – Get rid of anything obtrusive like pop-ups
  • 02:18 – Make sure your website is optimized for speed
    • 02:28 – Google Chrome allows you to test how quickly pages are loading
    • 02:39 – Look at Google Chrome’s page speed and page speed tools
    • 02:46 – Pingdom is one tool that you can use to do a speed test
  • 02:56 – Make your site more readable
  • 03:21 – Setup filters and segments in Google Analytics report for mobile views
    • 03:29 – Look at the report on engagements and it will show how much time a visitor is spending on your site before they exit
    • 03:46 – Keep an eye on the mobile visitors and readers, adjust and tweak your user interface, and design changes until your visitors stay longer
  • 04:20 – A responsive design is key
  • 04:28 – Run structured data tests for different URLs
  • 04:42 – Use a Googlebot to test if your canonical links are accessible
  • 05:00 – That’s it for today’s episode!

3 Key Points:

  1. Use the AMP framework as the basis for your mobile sites.
  2. Remember to make adjustments to your UI and design for the best user experience.
  3. Make sure your pop-ups, notices, and ads do NOT take up more than 30% of the screen—otherwise, it will be considered obtrusive.

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Dec 28, 2016

In Episode #150, Eric and Neil discuss 7 ways to get people to show up to your webinar. Webinars require planned marketing to get qualified leads to participate. Unlike podcasts, your webinar’s success depends on the number of people who show up. This is why it is of the utmost importance to make sure your attendance is high. Tune in to learn the tips and strategies you need to skyrocket your webinar show up rates.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: 7 Ways to Get People to Show Up to Your Webinar
  • 00:34 – Make sure you are emailing people inviting them to your webinar
    • 00:58 – Email works because people are busy and tend to forget
  • 01:10 – Collect phone numbers from webinar registrations
    • 01:13 – The lead is more qualified if they’re willing to get more information and stay committed
    • 01:25 – An SMS provider like Twilio that is integrated to your webinar can send SMS reminders before the webinar starts
  • 01:51 – Third, use social media ads
    • 02:29 – You can retarget people based on their behavior
  • 02:31 – Fourth, don’t make your webinar available too far in advance
    • 02:57 – The closer your registration is to the start date of your webinar, the higher the attendance rates
  • 03:39 – Use repeating webinars, and tools such as WebinarJam or EverWebinar
    • 04:06 – Go to Neil’s website to check his repeating webinar
  • 04:35 – Sixth is an indoctrination video
    • 04:40 – A video showing people what to expect and what will be valuable to them
    • 04:53 – Add a “thank you” video on the “thank you” page and ask them to complete a survey
  • 05:30 – Lastly, hit your social media channels and do joint webinars
    • 05:35 – HubSpot does joint webinars
  • 06:07 – That’s it for today’s episode!

3 Key Points:

  1. Having people sign-up for your webinar is easy; however, the real challenge is getting them to show up.
  2. Your webinar has to be of SUBSTANCE so people can’t bear to miss it.
  3. Utilize different online tools to get people to show up to your webinar.

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Dec 27, 2016

In Episode #149, Eric and Neil discuss how to create a first-class case study. Tune in to discover the ins and outs of a well-designed case study and how case studies will boost your marketing and draw in those quality leads you’ve been needing.

Time Stamped Show Notes:

  • 00:27 - Today’s topic: How to Create a First-Class Case Study
  • 00:40 – It is important to have a data that stands out
  • 00:55 – Be specific with numbers
  • 01:19 – Start your case study with the result
    • 01:30 – If you’re doing an SEO, start with the results
    • 01:48 – Neil’s sample headline is “Neil took me from $600K a year to $15M a year”
    • 02:00 – Break down the solution
    • 02:20 – Show people how they can do it too—not just screenshots
    • 02:58 – Break down the form fields into multiple steps to get to the most relevant leads
  • 04:11 – Conversion-Rate-Experts.com has in-depth and well-designed case studies
  • 04:30 – Find a good presentation or PDF design with Dribbble and 99designs
    • 04:40 – Neil was paying $20,000 a month for CRO services
    • 05:10 – They created a lot press and got great leads
    • 05:25 – Case studies can be left open
    • 05:48 – “They key is not getting a lot of leads, it’s getting quality leads.”
  • 05:50 – Look at your competitors case studies
  • 06:05 - That’s it for today’s episode!

3 Key Points:

  1. Thoroughness in a case study is what drives the most qualified leads.
  2. Data is the most significant part of a case study – make sure it stands out and is executed well.
  3. Look at the case studies of your competitors to give you a starting point for your own format.

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Dec 26, 2016

In Episode #148, Eric and Neil discuss 7 ways to get more people to open your emails. Tune in to find out how tweaking and adjusting your subject line can lead to a higher open rate. In addition to this, Eric and Neil also stress that providing consistent, high quality content plays a huge factor in maintaining high open rates.

Time Stamped Show Notes:

  • 00:27 - Today’s topic: 7 Ways To Get More People To Open Your Emails
  • 00:41 – The open rate with the subject “Hey!” is 60%
    • 00:48 – Invokes curiosity
  • 01:12 – Add RE: to the subject line
    • 01:32 – Open rate goes up at least 10%
  • 01:37 – Add the receiver’s name on the subject line
  • 02:25 – The line “[First name], I need a favor….Can you help me?” works well
  • 02:40 – Telling the receivers that the deal is “Starting now” or “Almost expiring”
    • 02:50 – The last minute signups for webinars are from those types of emails
  • 03:23 – Use different email sender names
  • 03:57 – Add the question “Are you joining us?” on the subject line
  • 04:40 – Don’t copy other email templates
  • 05:08 – Use an appealing pre-header
  • 06:03 – That’s it for today’s episode!

3 Key Points:

  1. Be creative—always adjust your email template making it new and original.
  2. Tweak and test different email headers and see what works for your campaign.
  3. Having a high open rate doesn’t always equate to high sales – focus on delivering consistent, quality content.

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Dec 25, 2016

In Episode #147, Eric and Neil discuss the how, when and why of rebranding. The decision to restructure your brand requires a lot of upfront deliberation and Eric and Neil walk you through that very discussion. Tune in to find out the scenarios in which you SHOULD rebrand and how to make that transition as smooth as possible for your existing clientele.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: How, When and Why to Rebrand Your Business
  • 00:36 – Moz (formerly known as SEO Moz) took the “SEO” out of their name to show they were branching out in other fields
  • 01:01 – There’s a lot to consider with rebranding such as site migration
  • 01:18 – Neil doesn’t like rebranding
  • 02:13 – What is your reason to rebrand?
  • 02:17 – “Think about what people are coming to you for”
  • 02:46 – Neil shares about Coca-cola’s rebranding
  • 03:10 – Is the audience open for rebranding?
  • 03:38 – Rebranding can also mean changing your image
  • 04:10 – Burberry changed their endorsements and, in turn, changed the image of their brand
  • 04:36 – Target used to be a discount store, but changed how they do business which resulted in a change of their brand
  • 04:57 – Eric mentions how his co-founder manages his own branding
  • 05:31 – Slowly transition your audience as you do not want to lose your current audience
  • 06:32 – Description of Single Grain before Eric came in
  • 07:09 – Have a healthy balance from the old brand to the new one
  • 07:23 – Survey your audience to know if you’re on the same path
  • 07:58 – Changing your domain name will likely have you lose some traffic
  • 08:18 – That’s it for today’s episode!

3 Key Points:

  1. First, you need to assess if a rebrand is necessary and advantageous for you.
  2. Rebranding is not only about changing the look or name of your business – it can be done by changing your processes or endorsements.
  3. Transitioning does NOT have to be done quickly – give your audience time to transition WITH you and your business.

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Dec 24, 2016

In Episode #146, Eric and Neil teach us how to migrate a website. Whether it’s for a redesign, server improvement, new services offered, or overall better customer experience—at some point, you’ll need to migrate your website to a new one. Tune in as Neil and Eric walk us through the steps of website migration and as they offer us valuable tips to make this process stress-free and easy.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: How to Do a Website Migration
  • 00:33 – Why migrate a website?
  • 01:02 – You’re usually migrating servers as well
  • 01:34 – Make sure you have a backup of your website
  • 01:51 – Duplicate your site to the new server
  • 02:04 – Have everyone check both sites
  • 02:25 – Use a tool like Screaming Frog to crawl your website and see what’s happening on the old site
  • 02:51 – Redirect the top pages to the most relevant pages
  • 03:52 – Be careful when redesigning your website as you migrate your website
  • 04:29 – Neil mentions a story from Eric’s website migration
  • 04:58 – Have the right structures in place
  • 05:28 – Neil tells his share of website migration errors
  • 06:29 – That’s it for today’s episode!

3 Key Points:

  1. Before making any changes, decide if website migration is the right thing to do.
  2. Creating a backup or having website duplicates should be your FIRST step before migrating.
  3. Remember to test everything first before redirecting people to your new website.

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Dec 23, 2016

In Episode #145, Eric and Neil teach us how we can do an SEO audit using Google Search Console. Since SEO plays such a valuable part in our content marketing, we need to tighten our SEO campaigns and understand how they work. Learn more about how you can best utilize your audits from Google Search Console and make the changes that drive more traffic to your website faster and more efficiently.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: How to Do an SEO Audit Using Google Search Console
  • 00:32 – Make sure you have Google Analytics and Google Search Console installed
    • 01:02 – Both are free to install
  • 01:50 – Login to your console, then add and verify your website
  • 02:04 – Go to search traffic and search analytics and sort by pages
  • 02:28 – Tick box on clicks, impressions, position, and click-thru rates
  • 02:56 – Change the ticked box from Pages to Queries
    • 03:02 – It will show you all the queries that are driving you traffic to that page
    • 03:12 – Look for the ones that have high click-thru rates and low position
    • 03:27 – See what percentages are higher than normal
  • 03:47 – Make sure keywords are in your page, title tags, and meta descriptions
  • 04:06 – Look at what you have in the search appearance section
  • 04:13 – Have your AMP (Accelerated Mobile Pages) set up to create a better experience for your visitors
  • 05:05 – Have a sitemap for your website
  • 05:25 – Check crawl and crawl errors to find out where Google finds errors
  • 06:39 – A CDN (content delivery network) solution helps people and Google can access your website faster
  • 07:09 – The search traffic section lets you see linkings to your site
  • 07:23 – Explore tools like Ahrefs, SEM Rush and Moz if you plan to pursue SEO
  • 07:37 – Look at your top linked content and check in with people linking to you
  • 08:10 – Look at your traffic in the past 90 days
  • 08:35 – Look for missing, duplicate, and short title tags
  • 09:27 – That’s it for today’s episode!

3 Key Points:

  1. Google Analytics and Google Search Consoles are essential tools for SEO audits and they’re free!
  2. Keywords are of the utmost IMPORTANCE – remember to spread them in your content, metadata, and title tags.
  3. Double check your crawl errors and fix them so people can access your website faster.

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Dec 22, 2016

In Episode #144, Eric and Neil discuss the 7 creative ways to increase Google ranking. Making your website appear on Google’s first search page is extremely advantageous for marketers, but achieving that rank and maintaining it is where you need to put in the work. Tune in to know how you can successfully increase your website’s Google ranking and the tools that will help you achieve this goal.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: 7 Creative Ways to Increase Google Ranking
  • 00:40 – First, Google Hummingbird
    • 00:55 – Use a tool called MarketMuse
    • 01:38 – Neil shares why MarketMuse is effective for him
  • 02:00 – Second, update posts consistently
    • 02:38 – Revives and increases traffic significantly
  • 03:18 – Third, look at your bounce rate
    • 03:50 – Check which pages have a terrible bounce rate and improve those pages
    • 04:15 – Having a lower bounce rate will increase google ranking over time
  • 04:38 – Fourth way is by content flipping
    • 05:18 – Flip a content ranking using a canonical tag
  • 05:35 – Fifth way is through branded queries
    • 05:52 – Google is looking at branded signals
  • 06:48 – Sixth is looking at click-thru rates
    • 06:50 – Better titles means better click-thru rates
  • 07:10 – Lastly, make sure your website mobile compatible
    • 07:35 – Use an AMP framework for more search traffic
  • 07:41 – That’s it for today’s episode!

3 Key Points:

  1. To make your website rank well on Google, you have to know which tactics work best.
  2. Branded queries play an important role in your ranking.
  3. People are using their smartphones way more than their computers; therefore, mobile compatibility is not just an option, it’s a NECESSITY.

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Dec 21, 2016

In Episode #143, Eric and Neil discuss how to map out your marketing funnel. Tune in to discover the importance of knowing how your funnel affects potential customers, how to troubleshoot questions they may have along the way, and how to make a logical sequence that converts. Eric and Neil drop specific tools, tips, and sources that will help you map out your funnel to take it to that next level.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: How to Map Out Your Marketing Funnel
  • 00:35 – A marketing funnel consists of the steps a customer takes going through your website
  • 01:13 – The possibilities are endless depending on your business type
  • 01:30 – Most people design a website for people to buy something, but sometimes your customer is not ready to buy
  • 01:50 – List out all the possible scenarios that someone could end up going through BEFORE actually buying your product
  • 02:00 – Use a tool called gliffy.com and MindMeister.com
  • 02:40 – Google “autopilot lead nurturing sequence”
    • 02:54 – Autopilot increases MRR just by adjusting nurture sequence
    • 03:08 – For more information, Frank Kern discusses contingencies on his Youtube channel
  • 03:20 – Different behaviors of website visitors need to be mapped out
  • 03:48 – Eric shares how you can lead your visitors to buy without asking
    • 04:12 – There should be a logical sequence
  • 04:35 – The marketing funnel should be never ending
  • 05:26 – Plan out every single scenario
  • 05:59 – You can align your funnel internally with your Facebook ads funnel
  • 06:51 – Different traffic channels need DIFFERENT types of funnels
  • 07:28 – That’s it for today’s episode!

3 Key Points:

  1. Mapping out your funnel can track your visitors’ activities and help you gauge the effectivity of your campaign.
  2. Each traffic channel draws a unique audience who may behave differently than the next channel—design your funnels according to the channel.
  3. Find out what your customer is thinking in each step of the funnel so that you can respond accordingly.

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