Marketing School | Digital Marketing | Online Marketing

In Episode #348, Eric and Neil discuss how to hire a blog editor. Tune in to learn the tasks you can assign your prospective editor. Assess as much as you can before hiring an editor such as whether or not you they can work well with you. You’ll also find out why Neil prefers paying a flat rate rather than an hourly rate. Time Stamped Show Notes: 00:27 – Today’s topic: How to Hire a Blog Editor 00:55 – Eric has used ProBlogger to hire writers and editors 01:34 – Neil evaluates a team of editors by how they streamline a task 01:39 – Editors have to think of at least 20 variations of a headline 01:48 – Make sure the content is free of lapses 01:54 – Editors will also reach out to other editors that they’ve linked to through email 02:17 – Next is scheduling the posts in different social media sites through Buffer 02:40 – A blog editor makes sure the right content will post at the right time 03:00 – Blog editors need to have a process for how they get things done 03:40 – You can ask them if they c

In Episode #347, Eric and Neil discuss why big brands get away with spammy link building. Tune in to learn how Google has changed their algorithms, making businesses think twice about using shady link tactics. And even if these tactics work, find out why it’s still not recommended for you to use them. Time Stamped Show Notes: 00:27 – Today’s topic: Why Do Big Brands Get Away With Spammy Link Building? 00:44 – Big companies like Google and Amazon make hundreds of millions of links 00:50 – The over-optimization cup 01:01 – Once it overflows, you’ll get hit with penalties and adjustments 01:08 – A new site or brand has a smaller margin of error 02:06 – One of hardest indicators to manipulate is brand craze 02:10 – This is when more and more people are searching for your brand 02:30 – When Google knows that you’re a big brand, it’s harder for them to remove you 02:38 – Google just penalizes a big brand for shady link building 03:05 – Google notices that people will turn to other search engines when

In Episode #346, Eric and Neil discuss whether public speaking is worth it. Tune in to find out the benefits of public speaking, such as networking and increasing your brand awareness. Eric and Neil also discuss what they aim for whenever they participate in a speaking engagement. Time Stamped Show Notes: 00:27 – Today’s topic: Is Public Speaking Worth It? 00:50 – Neil was 20 years old when he started public speaking 01:14 – Speaking consistently within your space will eventually drive a business 01:26 – The content should be advanced 01:45 – You can get better offers if you’re a public speaker 02:01 – Eric was in Amsterdam a month ago and he talked with other public speakers 02:12 – Having a network of public speakers is a benefit for Eric 02:27 – The right people can introduce you to other people 02:38 – Public speaking is a great way to connect with people 02:50 – Eric will always aim for 1 good connection in every public speaking event that he does 03:00 – Neil observed that speaking ou

In Episode #345, Eric and Neil discuss how to become a contributor for well-known publications. Tune in to learn the strategies that will land you that GREAT deal—you only need one to make your efforts worth it. You’ll find out the importance of focusing on your content and connecting with editors and guest contributors. Time Stamped Show Notes: 00:27 – Today’s topic: How to Become a Contributor For Well Known Publications 00:47 – If you want to be a contributor for a specific publication, look at their format first 00:53 – Write something that is interesting to the editor while following their format 00:57 – Reach out to editors and try to help them out 01:06 – Check out other websites that are looking for guest bloggers through Google search 01:23 – It is true that you’re not going to generate a positive ROI from a guest post, but it takes ONE deal to make it worth it 01:47 – Neil wrote on a publication before and was spotted by a CEO and Neil made a 7 figure deal 02:35 – Guest writing will eve

In Episode #344, Eric and Neil discuss how to attract TOP marketing talent. Tune in to learn how you can easily find the top marketing talent, how to leverage LinkedIn updates for making those contacts, and the importance of communicating who you are (as a company) to potential new recruits. Time Stamped Show Notes: 00:27 – Today’s topic: How to Attract Top Marketing Talent 00:36 – Eric just hired a number of new employees 00:55 – Finding great marketing talent is more difficult than finding a designer 01:25 – Eric blasts his lists every once in while with his jobs page from Workable 01:37 – From the applicant tracking system, Eric can monitor everything 01:51 – What Neil learned in recruiting is that possible recruits want to learn more about your company 02:06 – Create a video about your company 02:29 – Neil goes to LinkedIn to find people in the space and approach them 02:49 – Neil creates a great job description to send to people 03:35 – Most people are on LinkedIn and the best ones aren

In Episode #343, Eric and Neil discuss how to use polls to attract new customers. Tune in to learn how you can use polls to engage and interact with your customers and, at the same time, attract new leads! Time Stamped Show Notes: 00:27 – Today’s topic: How to Use Polls to Attract New Customers 00:40 – Neil was looking to acquire advertising companies that do pay per click management 00:47 – Neil had a poll on his website asking if people spend money on Google AdWords or Facebook ads 01:03 – Neil got 401 responses with 51% answering “yes” 01:22 – Neil modified the poll asking how much people spend on paid advertising 01:35 – Most of Eric’s clients leverage paid advertising 01:56 – Neil told Eric how he can leverage his leads using polls 02:29 – You can get people engaged through polls 02:47 – A poll is a way to have a conversation with your customer and not just a form that needs to be filled out 03:21 – Eric is considering removing Intercom and using chatbots, like ManyChat 03:30 – Eric wil

In Episode #342, Eric and Neil discuss how to leverage Quora ads. Tune in to learn why NOW is a good time to invest in Quora ads and the do’s and don’ts when it comes to answering a question to draw new business in. Time Stamped Show Notes: 00:27 – Today’s topic: How to Leverage Quora Ads 00:35 – Quora is a question and answer site that has raised a $100M round in June 2017 00:54 – Eric personally reads Quora 01:12 – Quora currently generates a lot of search traffic at the moment 01:19 – One of Eric’s clients, Lever, tracks the keyword applicant tracking system 01:31 – If you’re a content marketer on Quora, it is targeted and you can create articles that targets specific keywords easily 02:06 – Quora is a text-based content that sends people to a landing page 02:16 – With Quora, you want to answer their question and pitch them your product 02:24 – Quora is a mixture of using content marketing combined with paid advertising 03:13 – You can redirect people to search in Quora if you don’t want to pay

In Episode #341, Eric and Neil discuss which pages on your site you should consider no-indexing. Tune in to learn what pages on your website are the BEST candidates for no-indexing and how no-indexing pages can affect your crawl budget for the better. Time Stamped Show Notes: 00:27 – Today’s topic: What Pages on Your Site Should You Consider No-Indexing? 00:38 – No-indexing is putting a code within your HTML that tells Google not to index the page 01:23 – Indexing a page can control your crawl budget 01:41 – You want to take your low-quality content to no-index 01:54 – Neil takes the pages that are not getting much traffic 02:00 – Neil takes them from Google Analytics that has less than 100 visitors from a search 02:30 – For e-commerce, you can consider no-indexing search pages 02:40 – Look at your Google Analytics to know which page to cut out 02:55 – Eric thinks that the category page isn’t useful and should be no-index 03:20 – No-index your paginated results 03:30 – Marketing School is givi

In Episode #340, Eric and Neil discuss how to do customer development. Tune in to learn the importance of getting every kind of customer’s feedback so that you can to adjust your sales strategy and boost your revenue, today! Time Stamped Show Notes: 00:27 – Today’s topic: How to Do Customer Development 00:36 – Customer development is reaching out to customers and knowing their preferences and feedback 00:46 – The data and feedback improve what you’re offering so you can increase your revenue and MPS score 00:55 – You can use Qualaroo and SurveyMonkey to help you 01:05 – The two types of data are qualitative and quantitative data 01:06 – Quantitative is what you get from Google Analytics 01:11 – Qualitative is from customer development 01:20 – You can’t easily know the problem just by looking at the data 01:35 – You can get the qualitative data from talking to your customers 01:59 – One of Neil’s friend sells HDMI cables and other electronic devices 02:05 – Customers don’t buy from Neil’s frien

In Episode #339, Eric and Neil discuss how to leverage micro influencers. Micro influencers are those who have anywhere from thousands to 10K followers. When you get into the millions, you’re dealing with macro influencers. Tune in to learn if you should be reaching out to macro or micro influencers for the promotion of your business and why having just one influencer isn’t enough. Time Stamped Show Notes: 00:27 – Today’s topic: How to Leverage Micro Influencers 00:36 – Macro influencers are those who already have millions of followers on social media 00:49 – Micro influencers are those who have thousands or 10K followers and above 00:56 – They have the following on a specific niche 01:02 – Eric and Neil are micro influencers 01:37 – Most small businesses work with micro influencers 01:45 – Neil’s friend, who is in the fitness field, pays influencers to promote supplements and protein products 01:53 – When they employed a macro influencer who had millions of followers, the promotion didn’t conver

In Episode #338, Eric and Neil discuss if Bing is worth your attention. Tune in to learn why you should hop on Bing if you’re reaching an older demographic and the benefits and tools offered by Bing that will drive your ROI. Time Stamped Show Notes: 00:27 – Today’s topic: Is Bing Worth Your Attention? 00:33 – Google search share is around 60% and Bing’s share growth is increasing faster 01:00 – Yahoo is at 12% which is next to Bing and the rest are just small share sites 01:12 – If you have things working out on Google, bring them to Bing 01:25 – Some of Eric’s clients that are using Google AdWords are on Bing as well 01:32 – Neil did tests with Bing and Bing has an older demographic 01:40 – If you’re targeting an older audience, Bing is a good channel for you 02:05 – Bing has some great SEO tools 02:11 – Search for Bing SEO Tools 02:48 – Bing is old, it works and drives positive ROI 02:55 – The cost of PPC (price per click) is cheaper 03:06 – Bing and Google don’t want to share the same

In Episode #337, Eric and Neil discuss how to get your blog readers to come back to your site. Tune in to learn how you can keep your readers up to date on all your content, the importance of bringing your readers back to your website, and how being everywhere (on social media) results in your being top of mind! Time Stamped Show Notes: 00:27 – Today’s topic: How to Get Your Blog Readers to Come Back to Your Site 00:35 – Retarget your readers 00:49 – Use OneSignal which is a push notification software 01:03 – You can get a high click through rate and it’s very effective 01:15 – Facebook Messenger bots and ads can turn your reader into a subscriber 01:21 – Chatfuel and ManyChat are bots for Messenger 01:38 – You can also build a sequence 01:45 – Another strategy is to collect emails 02:00 – Every time you publish a blog post, broadcast to them and link them back to your website 02:05 – It is good for engagement and sales in the future 02:14 – Create a great intro email 02:28 – Set up a w

In Episode #336, Eric and Neil discuss 7 tools to help you promote your content. Tune in to learn these standout, effective tools that can elevate your content promotion. You’ll also find out why contacting those who follow your competitors can help you boost your own content promotion. Time Stamped Show Notes: 00:27 – Today’s topic: 7 Tools to Help You Promote Your Content 00:46 – First is to use Facebook ads which has the boost post button 01:20 – Second is to use BuzzSumo where you can type in different keywords that relate to your article 01:27 – Click view shares and you’ll see the people who tweeted them, then email those people to promote yours 01:42 – Third is Meet Edgar which allows you to setup an automated queue of content in different channels 02:08 – Fourth is Ahrefs which will helps you find who’s linking your competitor’s content and you can message them to promote yours as well 02:29 – It doesn’t track traffic right away, but it will eventually 02:25 – Fifth is IFTTT or If This

In Episode #335, Eric and Neil discuss how to rank higher on YouTube. Tune in to learn how you can successfully get your video ranking to new heights on YouTube and why a putting out a 20-minute video is better than a 2-minute one. Time Stamped Show Notes: 00:27 – Today’s topic: How to Rank Higher on YouTube 00:51 – YouTube tags help the algorithm figure out what the video is about 01:06 – You have different keywords and you need to know which keyword drives traffic 01:16 – Check out Keyword Tool, SEMrush and Google Search Console for keyword performance 01:36 – YouTube looks at your engagement 01:54 – Between a shorter video and longer one; the longer one will rank higher because YouTube tracks the length of time viewers stay engaged with the video 02:18 – The longer people stay on YouTube, the more engaged they are and the more money YouTube makes from their ads 02:53 – If you want to build your watch time, think about building a playlist 03:03 – Playlists can get people to watch over time

In Episode #334, Eric and Neil discuss how to be top of mind. Tune in to learn how Eric and Neil became top of mind with the content they put out there. They give you all their strategies that will increase your following and resulting views so that you, too, can be top of mind in your industry!  Time Stamped Show Notes: 00:27 – Today’s topic: How to Be Top Of Mind 00:35 – Eric’s friends, John Hall of Influence & Co, just released a book called Top of Mind 00:45 – The content that Neil is creating is putting him at the top of mind 01:00 – In marketing, Neil believes in the rule of 7 01:05 – It’s hard to be the best at everything but doing something that is good enough and with quantity, it is much more effective 01:27 – Everyone has a different playbook 01:29 – Neil’s friend, Brian Dean from Backlinko, creates blog posts that he doesn’t write as frequently as Neil 01:36 – Brian’s blog posts gets more views but Neil beats him in quantity, resulting in Neil having more views 01:54 – Neil has dail

In Episode #333, Eric and Neil discuss how to create a target prospect list. Tune in to learn how a target prospect list is different from a simple prospect list. You’ll also see how a more targeted list creates a greater chance of conversion and stronger customer retention rate.  Time Stamped Show Notes: 00:27 – Today’s topic: How to Create a Target Prospect List 00:57 – Find That Email helps you find email addresses 01:10 – Eric uses this for their prospect list for SEO purposes 01:20 – If you’re in the B2B space, you can generate inbound leads through SEO and content marketing, but the leads aren’t always targeted 01:46 – If you have a target prospect list, your marketing team can go after them and hit all the relevant leads 02:05 – To get relevant leads, look at your competitor’s customers 02:10 – You can go to Upwork and hire someone to check who’s using your competitor’s product and create a list for you 02:36 – Once you have the list, marketing should send them the emails 02:45 – Creat

In Episode #332, Eric and Neil discuss if you should document or create content. Tune in to learn the difference between documenting and creating a content and why your personality and lifestyle are key factors for deciding what’s best for you. Time Stamped Show Notes: 00:27 – Today’s topic: Should You Document or Create Content? 00:38 – Instead of thinking about your new content, why not just document what you’re doing 00:47 – Logic is, when you document what you’re doing, people can pick up lessons from that 01:00 – Gary V and Casey Neistat are always vlogging and there is still so much information you can gain from them 01:12 – Gary V usually just walks around in his office and shows his daily life 01:31 – It will also depend on your personality type 01:49 – Neil describes himself as a creator, so he creates videos with new information 02:15 – Focus on what works for you 02:49 – Eric can do both, but he prefers to create videos and plan ahead of time 03:15 – Having a process is important

In Episode #331, Eric and Neil discuss how to find influencers on Instagram. Tune in to learn how you can find influencers that are popular in your industry. Eric and Neil discuss the easiest and fastest way to get going with an influencer and why they think Instagram is gold. Time Stamped Show Notes: 00:27 – Today’s topic: How to Find Influencers on Instagram 00:38 – There are companies who provide influencers but they’re expensive 00:45 – There are also some direct influencers, but it’s difficult to negotiate with them 00:56 – Neil suggests trying to get to know one influencer first 01:04 – You can then go to different influencers’ parties 01:12 – Offer that influencer a “part-time job” then he will also ask his influencer friends 01:29 – It saves money and is quite easier than going through a third party 01:50 – The same tactic works for most social media channels 02:06 – The influencers reply faster and work quicker 02:28 – Eric has invested in an influencer marketing/AdWords platform 02:3

In Episode #330, Eric and Neil discuss when you should be upgrading, consolidating or deleting your content. Tune in to learn how updating your content can increase your traffic significantly, what’s worth deleting, and the benefit of consolidating similar articles of content. Time Stamped Show Notes: 00:27 – Today’s topic: When You Should Be Upgrading, Consolidating or Deleting Your Content 00:43 – Neil doesn’t delete that much content 00:45 – Neil did this with Crazy Egg’s content that was over one year old and had less than a hundred visitors 00:59 – Neil didn’t really delete the content, he just unpublished the articles on WordPress 01:09 – The traffic didn’t go up or down 01:21 – Over time, content will get more traffic or less traffic 01:41 – If the content continues to go up, there’s no modification needed 01:44 – When the content goes down, they modify it from the metrics in Google Analytics 02:17 – Neil just updates his content 02:30 – Eric sees a 30% increase in updated content 02

In Episode #329, Eric and Neil discuss what Alexa Skills are and how to leverage this. Tune in to find out how Alexa makes your life convenient and how Alexa Skills can help your customers access your product or podcast with ease. Time Stamped Show Notes: 00:27 – Today’s topic: What Are Alexa Skills (and How to Leverage This)? 00:46 – You can teach Alexa new skills and reach different types of customers 01:01 – You can ask Alexa to play specific podcasts for you 01:29 – “It makes your life really convenient” 01:35 – Alexa automates your whole life 02:28 – If you have an Echo, you can listen to Marketing School by adding the skill 02:46 – From Alexa skill, Marketing school has had 136 new customers, 309 new plays and 6 plays per hour 03:24 – Don’t expect amazing results from the Alexa yet, but it should work out well 03:40 – If you’re in the consumer space, you should be leveraging Alexa but it’s not as important for B2B 03:55 – When someone listens to something over and over, it will be on the to