Marketing School | Digital Marketing | Online Marketing

In Episode #516, Eric and Neil discuss ROI and how it takes time to see the results of your hard work. Tune in to hear why patience is a virtue when working with content marketing. Time-Stamped Show Notes: [00:27] Today’s Topic: What the ROI Is of Content Marketing [00:51] With any kind of content marketing, it takes time; about a 12-18 month journey. [01:05] Eric’s first podcast, Growth Everywhere was only getting nine downloads per day during his first year. [01:22] By the second year, he was still only getting thirty downloads per day. Now he’s pushing 100,000 per month. [01:48] Meeting face to face is helpful to ROI. [02:03] When they started, content marketing was text-based. Now it goes across all mediums and channels. [02:48] The Sexy Confidence YouTube channel gets millions of views per month. [03:16] It may take you a year to two years to see results from your content marketing. [03:33] If you got into content marketing four or five years ago, you would probably see ROI in six months. [0

In Episode #515, Eric and Neil discuss how although marketing is fundamentally quite gray (“We’ll help get you some impressions.”), nowadays you are able to hold marketers accountable. Tune in to learn how to make things less ambiguous by assigning your team specific, bit-sized tasks and goals. Time-Stamped Show Notes: [00:28] - Today's topic: How to Hold Marketers Accountable [00:32] - Marketing is fundamentally quite gray (we’ll help get you more reach, some impressions, etc.), but nowadays you are able to hold marketers accountable. [00:50] - However, it’s still easy to make things ambiguous and wiggle out of being held accountable. [01:10] - As manager, you want to hold your team accountable, too. [01:15] - Eric likes to hold his team accountable for just one priority metric, like a CPA (cost per acquistion) goal or a certain return on ad spend. [01:45] - If you’re not tracking these numbers, it’s too easy to get off your goal. [02:04] - Neil finds that if you give a marketer too many thin

In Episode #514, Eric and Neil discuss marketing funnels to convert visitors into customers. Contrary to what you may believe, you don’t need to have a complex funnel, so when you’re just starting off, keep it simple. Tune in to hear specific examples of simple funnels. Time-Stamped Show Notes: [00:28] - Today's topic: How We Convert Visitors into Customers [00:55] - Everyone thinks you’ve got to have these complex marketing funnels, but when you’re starting off, complex funnels are a disaster. [01:18] - Start simple. Neil just launched a new website that pitches agency services and his flow is really simple: you put in a URL, they analyze your site, and before they give you the results, you enter in your contact details. That’s it. [02:04] – They key, espeically for lead generation, is to give some sort of value before you ask for their information. [02:20] - Eric has talked about the use of live chat on your site before, and now it’s even easier. Recently Facebook added the ability for you to add li

In Episode #513, Eric and Neil discuss how important it is to find places where you can buy back your time so you can focus on what’s important to your business and making money. They also share some apps that will prove helpful in showing you how to become more efficient with your time. Time-Stamped Show Notes: [00:28] - Today's topic: How to Buy Back Your Time so You Can Make More Money [00:52] - Hiring people for certain jobs doesn’t mean you think you’re better than somebody else. [01:10] - Hiring others can allow you to focus on the high-leverage things you can be doing. [02:04] - Eating at restaurants and ridesharing services are examples of ways you can buy back your time. [02:17] - Hiring people to help you do things gets you the leverage to have the maximum impact. [02:24] - It is easier to buy back your time now than ever before. [03:12] - Focus on your efficiencies. [03:35] - Use the RescueTime app to show you the places where you are inefficient. [04:07] - Applying the Pareto Principle

In Episode #512, Eric and Neil talk about how marketing is where all the attention is and today that attention is split in many different ways. Tune in to learn how marketing has evolved from just content marketing to much more, the need to be omnipresent, and how audiences differ not just on channels but also on devices. Time-Stamped Show Notes: [00:27] - Today's topic: The Biggest Thing that Will Change in Marketing in 2018 and Beyond [00:45] - Years ago most marketing being done was strictly content marketing. [01:19] - Attention is so very split now and because of that a marketing plan needs to use all available channels. [02:33] - Some examples of people, such as Tai Lopez, who are making the most of all channels. [03:10] - Make sure you are omnipresent. When people start telling you that they are seeing you everywhere, you’re doing something right. [04:19] - People are seeing what’s happening in the world through social media and it often serves as a major new source. [05:20] - In the beginnin

In episode #511, Eric and Neil discuss how it's possible to turn a failing company around. Tune in to hear their advice for turning shit into sugar. Time-Stamped Show Notes:  [00:27] Today’s Topic: How to Turn Shit into Sugar [00:32] Before Eric worked for Single Grain, they were an SEO agency. When Google made adjustments, Single Grain turned to shit, because what they were doing no longer worked. [01:00] When Eric took over, the balance was negative. [01:31] In the first year, his podcast was only getting nine downloads per day, but he kept going because he knew something great was beginning to happen. [01:49] He knew he would make things happen if he stuck to his goals. [02:04] Eric was afraid to lay people off, but when things are shitty, you have to make quick decisions in order to turn things around. [02:22] Getting help from his peers was extremely helpful. [02:39] Neil has learned that anytime you think you can turn shit into sugar, it doesn’t happen overnight. [03:02] Analyze your busines

On episode #510, Eric and Neil discuss how logical conclusions are not always the best marketing techniques. Tune in to hear how they flip the script and explain why common sense is no longer common. Time-Stamped Show Notes: [00:27] Today’s Topic: How We Live in a World Where Common Sense Is No Longer Common [00:40] Even ignoring the current political climate, the world is crazy right now. [01:00] E-commerce checkout pages: does it convert better to have all the form fields on one page or does it make sense to break it down into two steps and force people to click through? [01:14] Most people would break it down into two steps, because it converts better than the first option. [01:40] You get people to micro-commit by breaking it down into two steps. [02:00] Most people would assume it would be common sense to put it all on one page. [02:20] Mike Chang (fitness expert) would ask you to fill out a quiz to see if you qualify to buy his product. [02:44] This converted into greater sales. [02:52] Inst

In episode #509, Eric and Neil give 5 tips on how to become the best marketer. Tune in to hear their insightful list and why retaining new information is an important facet.  Time-Stamped Show Notes:  [00:27] Today’s Topic: 5 Tips to Become the Best Marketer [00:34] Tip #1: Run an experiment every single week. [00:49] At Crazy Egg, they used to have people sign up using Google Authentication, which increase conversions by 30% because it was so much easier. [01:14] Because people are now worried about privacy, just asking for name, email, and password is more effective. [01:29] Tip #2: Create your own Mastermind (a group of like-minded people who come together to learn what they don’t know) [01:51] Find a few people in your area and meet up about once a month. [02:28] Tip #3: Learn from other podcasts. [02:37] Podcasts with founders usually reveal growth numbers and how they got there. [03:45] Tip #4: Create content! Creating content helps you articulate your thoughts. [04:20] Tip #5: Pay for inf

On episode #508, Eric and Neil explain how you can make money without having to speak. Tune in to hear the steps to making this possible and other great silent marketing tips. Time-Stamped Show Notes: [00:27] Today’s Topic: How to Sell Millions Without Ever Opening Your Mouth [00:34] Start with blogs: you start to build an audience this way. [00:59] After building an audience, you can then sell them something. [01:15] Neil believes blogging is one of the most powerful tools out there. [01:43] Eventually, through following free advice or info from a blogger, you’ll end up digging deeper into their resources and buying something. [02:25] A woman who worked for Blackberry was following Neil’s advice and if he'd had an option to offer marketing services, she most likely would have spent money on him. [03:30] By building and audience, you are building a relationship. [03:51] Eventually, you will have to open your mouth, but at the beginning you can build a relationship with written content. [04:17] Go

On episode #507, Eric and Neil explain why they believe that marketing is the best education you can get. Tune in to hear how being good at marketing is not just a business maneuver, but an important life skill. Time-Stamped Show Notes: [00:27] Today’s Topic: Why Marketing Is Your Most Important Education [00:44] Learning to be good at marketing, gets you what you need in business and in life. [00:57] Neil loves marketing because, no matter what you’re doing in life, you’re pitching, selling, building relationships. [01:20] If you don’t know how to talk to people or communicate effectively, you are not going to do well in life. [01:30] If you ask your boss for a promotion, beyond doing a good job, you also have to market yourself in order to get that promotion. [02:07] You must figure out how to relate to people, communicate effectively, and position yourself so that you’re looked upon positively. [02:50] Neil did an experiment where he updated his wardrobe in order to look stylish and professional.

In episode #506, Eric and Neil explain why they believe college is an outdated process that isn’t necessary for everyone. They believe you can learn everything you need to know about marketing through Internet research, online courses, and real-world experience. Tune in to hear more about their thoughts on why college may be an expensive waste of time.  Time-Stamped Show Notes:  [00:27] Today’s Topic: Why You'll Lose Money by Going to College [00:59] Neil believes the advice and information you’re going to learn in college is outdated. [01:14] The internet has the most recent and updated information about your field. [01:56] Eric says that if you are motivated enough, you can learn just as quickly. [02:00] Eric always disliked school, because it was a process or system he didn’t enjoy. [02:45] Eric learned everything about marketing that he uses after college on his own time. [03:15] The only time you need college is if you’re going to be an engineer or a doctor. [03:28] Education is not a waste of

On Episode #505, Eric and Neil discuss the best financial advice for getting rich as an entrepreneur. Tune in to hear what Eric and Neil say is the best possible thing to do in order to achieve financial and professional success. Time-Stamped Show Notes:  [00:27] Today’s Topic: The Best Financial Advice for Getting Rich as an Entrepreneur [00:35] Eric poses the question: When you’re starting out and you make money, what are you going to do with said money? [00:50] Eric’s best advice is to re-invest your profits in your company. [01:02] Elon Musk has said that the best investment is in yourself; it’s something you can control. [01:21] Neil’s advice is to focus on one thing in terms of your investments. [01:45] If you want to get rich and do well, focus on one thing and become an expert at it. [02:43] Figure out what you’re the best at and monetize it. [03:03] Neil attempts to monetize being a great digital marketer. [03:30] Eric says to think of being successful as a circle. Think of the edge of th

On episode #504, Eric and Neil discuss the four fundamental things you need to master in marketing. Tune in to hear what these four elements are and how they can massively improve your business. Time-Stamped Show Notes: [00:27] Today’s Topic: 4 Fundamental Things You Need to Master in Marketing [00:34] Element #1: Consistency when it comes to running tests. [01:10] Neil finds that what works in marketing today, won’t necessarily work tomorrow. By running tests, you figure out what is working and what is not. [01:35] For instance, Neil decided to use Google Authentication as a method of signing up for his email list, which produced better results than asking for names and addresses. [02:05] Element #2: Having a growth mindset. Looking at your peers, assessing new options, and not being closed-off. [02:46] Element #3: Be data driven. Numbers are all that matter! [03:21] When Neil spoke with his team recently, they listed changes they wanted to make, but the changes weren’t based on data. [04:00] Ele

On episode #503, Eric and Neil talk about the quickest ways to make a 6-figure salary. Tune in for great tips on how to build your customer and financial base! Time-Stamped Show Notes: [00:27] Today’s Topic: The Quickest Way to Make a 6-Figure Income as a Marketer [00:48] The best way to start building up your salary is to start consulting. [00:55] If you charge $1,000/client, you only need about 8 clients per month to get you to your goal. [01:15] Even if you don’t have traffic or good sales, there’s a simple strategy you can use to build your foundation (see following points) [01:32] Go to CrunchBase, because they list all the recent venture-funded startups. Look for companies that were started on $5-10 million. Find the investors, founder, and CEO. [02:15] Email the lead investor with the subject line of the company name in which they just invested. [02:45] Neil emailed a lead investor and broke down how he was going to lose money on this particular investment. [03:23] If you follow Neil’s step

On episode #502, Eric and Neil talk about what makes billionaires different from millionaires. Tune in to hear about the attitude and outlook that drive these successful people. Time-Stamped Show Notes: [00:27] Today’s topic: How Billionaires Are Different From Millionaires [00:35] Eric shares his experience speaking with billionaire, Naveen Jain. [00:59] Based on his encounter, he believes billionaires are more hands-on, think bigger, and respond more quickly to calls and emails. [01:38] Neil thinks billionaires are really big on solving problems. [02:31] Eric uses AirBnb as an example of being a company based on problem solving. [02:54] Uber is another example of a company that made money solving a basic problem. [03:26] Jeff Bezos has been quoted as saying, “Your margin is my opportunity.” [04:05] Billionaires are billionaires because they think “big”. [04:20] Money indicates how much value someone brings at the end of the day. [04:37] Billionaires don’t know when to quit; never say die. [0

On episode #501, Eric and Neil discuss why they enjoy working out of luxury hotel lobbies, as opposed to a communal work space like WeWork. Tune in to hear why you should consider spending some of your time in luxury hotel lobbies.  Time-Stamped Show Notes: [00:27] Today’s Topic: How to Work from Luxury Hotels for Free (and Why WeWork Sucks) [00:35] Even though Neil is a WeWork member, he prefers to sit and work in the lobbies of luxury hotels. [01:09] No one has ever kicked him out of the lobby nor asked if he was a guest. [01:20] Eric finds WeWork expensive and disappointing. [01:42] WeWork is great for freelancers looking for companionship. [02:11] Lobbies of luxury hotels provide networking opportunities. [02:30] Try it, because it’s a good experience and is better than a Starbucks. [02:50] Entrepreneurs are doing this all time (it’s their MO). [03:09] Look for hotels that are holding conferences that are relevant to you; work from the lobby and you will be much more likely to generate busines

On episode #500, Eric and Neil discuss the value of credit card points programs and how you can use them to your advantage. Tune in for some great tips on how to make money while spending money. Time-Stamped Show Notes:  [00:27] Today’s Topic: How to Fly First Class Around the World for Free [00:37] As entrepreneurs and marketers, you have probably spent a good deal on Facebook or Google Ads. [00:50] Neil recommends getting an American Express Gold Card, because they give you 3x the points for every dollar you spend. [01:05] For example, a first-class round trip ticket from LA to Dubai will cost roughly $30,000. If you use a cash back credit card, you will get 1.5-2% cash back. [01:30] For every $100,000 spent on advertising, the AmEx gold card will give you three times the points. [02:00] Unfortunately, the gold card only gives you 3x cash back on your first $100,000. So Neil keeps applying for more gold cards. [02:35] If you can put your client’s cost on your card, you will rack up points very qu

On episode #499, Eric and Neil list five hacks that will help you make more money off your customers (particularly existing customers). Tune in to hear some great tips that will help to increase your profits!  Time-Stamped Show Notes:  [00:28] Today’s Topic: 5 Simple Yet Effective Hacks that’ll Get Your Customers to Pay You Double the Money [00:35] Hack #1: Increase your prices. [01:12] Hack #2: Add upsells and downsells. The easiest way to get more money, is to get your existing buyers to pay you more; it is easier to get people who are already paying you to pay more money. [01:34] For example, GoDaddy offers 10-20 upsells or downsells when you are checking out. [01:52] What Eric and Neil have found, is that upsells that offer speed and automation tend to have the highest “take rate”. [02:22] Hack #3: Retain your customers. Use a program like Ask Nicely, as it will help you automate communication between you and your clients. [03:06] Think about how you can retain customers and provide a service fo

In episode #498, Eric and Neil discuss how to throw a virtual conference when you don’t have a built-in audience. Tune in for tips and tricks for building an audience and making sure your information reaches the masses.  Time-Stamped Show Notes:  [00:27] Today’s Topic: How to Throw a Virtual Conference When You Have No Audience [00:37] When Eric attempted to throw a virtual conference a few years ago, he had no audience. [00:45] When throwing a conference, you must, first and foremost, set your goal or objective. [00:59] Eric reached out to a lot of people that he thought would be “smart”; he then had them record segments and let them blast their email lists. He made it easy for them to share the event with their social media following. [01:30] Eric made sure to make other people’s involvement as easy as possible, by fitting it around their schedules and workflow. [01:50] The end result was that they collected 6000 or so emails and sold a bunch of recordings of the conference for a total of about $50

In episode #497, Eric and Neil talk about how you can boost your iTunes podcast rating. Tune in to hear some great tips and hacks in order to gain subscribers, increase your popularity, and expand your business. Time-Stamped Show Notes: [00:28] Today’s Topic: How to Increase Your iTunes Podcast Ranking. [00:50] When looking to improve your ranking, you need to get into the “New and Noteworthy” section. [01:05] Join podcast communities, such as Podcasters’ Paradise, because they can help promote your show and boost your rankings. [01:25] Asking for reviews and rankings doesn’t really help, but what does is sending people from your email list over to your iTunes page. You have to convince them to subscribe. [02:05] Semantics got people to subscribe by promising a bonus. [02:45] Marketing School got as high as #8 in their business podcast rankings, but they often hover around 50-100. [03:05] iTunes only counts your listens and subscribers on their site or app. [03:19] Russell Brunson from ClickFunn