Marketing School | Digital Marketing | Online Marketing

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

In Episode #328, Eric and Neil discuss what Gmail ads are and how to leverage them. Tune in to learn how you can get creative with Gmail ads and why they are more valuable for B2B than B2C. Time Stamped Show Notes: 00:27 – Today’s topic: What Are Gmail Ads (and How to Leverage Them)? 00:44 – Gmail ads are what you can see on your promotions tab when you open up your emails 01:04 – There are also some ads above your email inbox and when you click on your Gmail 01:15 – You can target specific keywords and be creative with Gmail ads 01:27 – Neil has been using Gmail ads for awhile 01:33 – For Neil, Gmail ads don’t convert as much as direct AdWords 01:42 – Conversions with Google search list is much higher for Neil 01:46 – Gmail is much cheaper though 02:02 – Eric uses Pepsi and Coca Cola as a sample to target specific keywords in Gmail ads 02:30 – You can target specific people with Gmail ads, too 02:45 – From Eric’s observations, Gmail ads convert more for people who are 40 years old and up 03:

In Episode #327, Eric and Neil discuss 7 things to consider before investing in Facebook ads. Tune in to learn how to successfully use Facebook ads and the checklist you should keep before putting your money down. Time Stamped Show Notes: 00:27 – Today’s topic: 7 Things to Consider Before Investing in Facebook Ads 00:35 – First is to know your audience 00:48 – You should know your target before spending money 01:10 – Second is to make sure you know what you’re promoting and that it is proven 01:24 – It is important to test what you’re promoting and its conversion in other channels 01:48 – Optimize your funnel and conversion rates in other channels before going into Facebook 01:53 – Third is to have goals set up 02:10 – Figure out your key indicators 02:20 – “What gets measured gets managed” 02:23 – Fourth is to have a testing budget 02:45 – You need to do the testing in chunks or increments 02:57 – Fifth is to know the different formats when you’re starting out 03:15 – Settle on one

In Episode #326, Eric and Neil discuss how to use Facebook Audience Insights to create highly targeted ads. Tune in to learn how you make the most out of Facebook ads by using Audience Insights and why you have to dump your generic tags in Facebook ads. Time Stamped Show Notes: 00:27 – Today’s topic: How to Use Facebook Audience Insights to Create Highly Targeted Ads 00:41 – Go to your Facebook Ads Manager and look at your Audience Insights tab 01:06 – You can target specific people using the tab 01:37 – It will help you make better ads 01:48 – You’re wasting money if your ads are not targeted 01:56 – Focus on your ROI by creating a targeted niche segment 02:12 – Generic tags do not work 02:23 – You need to be specific with Facebook Ads 02:40 – You have to target people’s interests 03:08 – Eric pulled out his Audience Insights for his Growth Everywhere podcast and he can see that 68% of his audience are men and 32% are women 03:22 – It also shows different lifestyles, relationship statuses and

In Episode #325, Eric and Neil discuss why you ought to leverage call tracking. Tune in to learn how to find out the sources of your phone calls and how tracking your phone calls enables you to see which campaigns are working and which ones are not. Time Stamped Show Notes: 00:27 – Today’s topic: Why You Ought to Leverage Call Tracking 00:34 – Call tracking is tracking which traffic source is generating the phone calls you receive 01:04 – Getting someone on phone is better that just filling out a lead form 01:24 – Neil uses CallFire for call tracking 01:38 – Eric uses CallRail where you can also set different numbers for different campaigns 01:57 – It is important to know who is coming in so you can optimize it 02:20 – You can be in control of the phone calls that are coming in 02:43 – Search for Google AdWords call tracking to find other informative resources when you’re just starting 02:57 – Call tracking is affordable and it works 03:05 – That’s it for today’s episode! 3 Key Points: You h

In Episode #324, Eric and Neil discuss why you should host marketing meetups. Tune in to learn how you can benefit by either attending or hosting meetups consistently and why the focus should be one what you can learn from a meetup—not how many deals you can make. Time Stamped Show Notes: 00:27 – Today’s topic: Why You Should Host Marketing Meetups 00:37 – Neil has never hosted a marketing meetup but has been to Eric’s 00:42 – Marketing meetups are an awesome place to learn from others 00:53 – You can grow your network through meetups 01:03 – You can accelerate your learning in meetups 01:17 – Eric tries to keep the meetups he organizes small and intimate 01:25 – Having just around 25 people makes connections easier and stronger 01:57 – A meetup doesn’t always have to be an entrepreneurial meetup 02:04 – Meetups are good for recruiting 02:27 – “It’s about being top of the line” 02:59 – Figure out how you can take your online stuff offline 03:08 – The best use of a meetup is to learn MORE 03:36

In Episode #323, Eric and Neil discuss how to create professional YouTube ads for under $100. Tune in to learn the tools that can help you create more cost-effective, but professional YouTube video ads and why Tai Lopez is being followed and copied by almost everyone. Time Stamped Show Notes: 00:27 – Today’s topic: How to Create Professional YouTube Ads for Under $100 00:35 – Animoto allows you to weave different images together and create a simple video 00:50 – It looks professional and they have a free trial 01:05 – There are people on Fiverr who make videos for YouTube 01:13 – Using PowerPoint Presentations and recording your screen using a screen recorder gives you a video that you can upload on YouTube 01:31 – The ads that work best are the ones with better scripts and messages 01:43 – Tai Lopez creates ads from his phone 02:01 – It is more realistic and you have to go against the grain 02:15 – It can be more relatable and convert better 02:41 – It’s not about the video quality, but abo

In Episode #322, Eric and Neil discuss how you will know if your SEO efforts are paying off. Tune in to learn the tools that you can use to track your ranking and why it pays to be patient with SEO. Time Stamped Show Notes: 00:27 – Today’s topic: How Do You Know If Your SEO Efforts Are Paying Off? 00:39 – Eric uses a rank tracker called Authority Labs 00:49 – It has a section for organic traffic called “Now Provide” 01:10 – You want to know if your keyword traffic is increasing or decreasing 01:33 – Google Search Console will show you how many impressions your listings are getting 01:49 – Impressions are the number of people seeing your listings, but are not clicking on them 02:06 – Your impression time should go up eventually 02:45 – You have to stay patient with SEO 03:29 – Google Analytics is also an option for you to use 03:45 – That’s it for today’s episode! 3 Key Points: SEO takes time to see the results; be patient and you will see the outcomes. Tracking your keyword effectiveness

In Episode #321, Eric and Neil discuss what Google My Business is. Tune in to learn how you can leverage Google local listings and how it can BOOST your sales and search ranking. Time Stamped Show Notes: 00:27 – Today’s topic: What Is Google My Business (and How You Can Leverage It)? 00:34 – Google My Business allows to create a free business listing on Google 00:41 – You can claim your business and verify it 00:57 – Neil claimed his address and verified himself through Google My Business 01:30 – The thing with Google My Business is that you can have multiple spots if you have multiple locations 01:55 – You need to get the reviews going, too 02:09 – You need to be descriptive and explain what you do 02:30 – There are annual guides and you’ll turn up better on Google searches 02:43 – Your SEO and links still matter 02:56 – Locksmith just claimed a bunch of listings and their sales went up 03:32 – Eric has claimed a few listings for himself 04:00 – Just don’t abuse it 04:09 – You can also check y

In Episode #320, Eric and Neil discuss whether should you send gifts to your customers. Tune in to learn gift ideas for your clients, the benefits of being generous, and the importance of showing appreciation to your clients! Time Stamped Show Notes: 00:27 – Today’s topic: Should You Send Gifts to Your Customers? 00:34 – Neil is a big believer of sending gifts regardless of whether it is a high-paying or not 00:42 – It creates a ton of loyalty 00:48 – You can give your high-paying customer something more personalized 01:10 – Add a personal note to the gift 01:30 – For lower-paying customers, you can send them “Thank You” postcards 01:58 – For sending postcards, you can use Letter Friend 02:18 – Gemnote sends premium gifts to companies 02:26 – Giftology is a book that is packaged in a leather bag 03:12 – The lifetime value of customers in the consulting world is high 03:19 – Eric wants to give memorable gifts 03:26 – The most memorable gift Eric has received from a company is a battery pack

In Episode #319, Eric and Neil discuss what ringless voicemails are and how you can leverage them. Tune in to learn the benefits of sending personalized ringless voicemails to your customers and how it can help you get a higher open rate. Time Stamped Show Notes: 00:27 – Today’s topic: What Are Ringless Voicemails (and How You Can Leverage Them)? 00:40 – Ringless voicemail is dropping a voicemail into someone’s phone without their phone ringing 00:50 – Eric and Neil don’t pick up much of their phone calls 01:23 – You can use ringless voicemail when someone opts into your email list 01:34 – You drop the voicemail after the opt-in 01:56 – It is more personalized and the open rate is higher 02:11 – Eric has used Stratics Network and Slybroadcast for ringless voicemail 02:50 – A possible problem is when your voicemail sounds like an automated recording 03:23 – People will know if they’re automated, so they won’t respond and may just ignore them 03:33 – Personalized messages are more likely to work

In Episode #318, Eric and Neil discuss what SMS marketing is. Tune in to learn how you can optimize your SMS campaigns and increase those open rates! Eric and Neil also discuss what NOT to do when it comes to SMS. Time Stamped Show Notes: 00:27 – Today’s topic: What Is SMS Marketing (and How You Can Leverage It) 00:42 – SMS stands for Short Method Service 01:07 – If someone opts in to your email list and you’re able to get his number, send them a message 01:12 – Open rates for text messages are higher 01:47 – Neil uses SMS for reminders with their marketing campaigns 02:15 – Neil sends SMS reminders for his webinars 02:56 – Events should have people asking for attendees’ phone numbers 03:38 – When you’re closing a deal, send them a SMS and give them a little value 04:11 – When you have leads coming to your site or from WordPress, the details can push them through Zapier then Twilio 04:40 – You can do immediate action depending on the lead’s budget 05:24 – Call Loop can help you send SMS

In Episode #308, Eric and Neil discuss if chatbots are really worth it. Since chatbots are still in its early days, the effectiveness and profitability of the tool is very much debatable. Eric and Neil discuss the tests that they’ve run and lay out the benefits as well as the weaknesses they’ve encountered. At the end of the day, the incredible open and click through rates from using chatbots is something that CANNOT be ignored. Time Stamped Show Notes: 00:30 – Today’s topic: Are Chatbots Really Worth It? 00:41 – Eric was moderating a panel with a guy from Hubspot and Wordstream 00:53 – Eric’s open rates was about 80%, his friend was at 94% 01:07 – A broadcast through email can get you 20-30% open rate, with 5% click rate 01:14 – With chatbots 80-94%, at 50% click rates 01:40 – Neil says it’s about opportunity costs 02:21 – Neil was doing a test the other day and found that the opt-in rate was still quite low 02:38 – Open rates are great, but opt-in rate needs to be increased somehow—this may get

In Episode #317, Eric and Neil discuss the 7 things to consider before you start accepting guest blogs. Tune in to learn how you can carefully evaluate your potential guest bloggers so that your website maintains its quality and consistency. Time Stamped Show Notes: 00:27 – Today’s topic: 7 Things to Consider Before You Start Accepting Guest Blogs 00:35 – First is to make sure that you’re ready to deal with spam 00:41 – There are people who will try to sell links on your website, which will get you penalized by Google 00:48 – Be sure that whatever you’re accepting, people aren’t shoving in irrelevant links 01:00 – Second is to ask for 3 links to their most impressive articles 01:11 – It will give you a quick idea of their writing style 01:24 – You still want to add value 01:42 – Make sure that the people are authoritative 01:49 – Authoritative people won’t pass junk 02:05 – Make sure the content quality stays high 02:10 – Fourth is to ask why they want to do it 02:40 – Fifth is when acc

In Episode #316, Eric and Neil discuss the 7 tools to help you promote evergreen content. Tune in to learn which tools you can use to leverage your evergreen content to achieve that better ranking in Google and promote your best stuff!  Time Stamped Show Notes: 00:27 – Today’s topic: 7 Tools to Help You Promote Evergreen Content 00:34 – First, Meet Edgar allows you to schedule posts on different social media sites 00:49 – Clean it up for things that are no longer relevant or for concepts that no longer apply 01:01 – Second is Ahrefs 01:03 – Type in the competitor URL that has similar posts, see who are linking out to your competitor and reach out to them 01:12 – It’s easy to do and provides great results, but is time intensive 01:35 – BuzzSumo can help you find posts and links that have a lot of social shares 01:55 – Build out a prospect list and reach out to people who shared them 02:12 – Fourth is Google Search Console 02:23 – For the posts that are gaining much traffic, look at the key

In Episode #315, Eric and Neil discuss the 7 fundamentals that every content promotion plan should include. Tune in to learn the checklists that you need for your content promotion plan and the importance of keeping your “unicorns” up to date! Time Stamped Show Notes: 00:27 – Today’s topic: 7 Fundamentals That Every Content Promotion Plan Should Include 00:36 – First is to have a checklist where you document everything you need as well as your standard operating procedure 01:04 – Second is to create a list of people you are going to hit up in your space 01:08 – Every promotion has an outreach 01:13 – You want to keep a list so you will know who responded and promoted 01:17 – You want to hit up the same exact person 5x a week 01:29 – You could also determine who to hit up for a specific type of post 01:33 – You don’t want to burn the relationship 01:40 – Have an inventory of the tools that you have 01:42 – Use LastPass to organize everything 01:58 – Eric uses Meet Edgar and Buffer for promotion

In Episode #314, Eric and Neil discuss 3 simple ways to save money on SEO using PPC. Tune in to learn the importance of knowing the right keywords to use in SEO so you won’t end up wasting money or time. Time Stamped Show Notes: 00:27 – Today’s topic: 3 Simple Ways to Save Money on SEO Using PPC 00:38 – Everyone looks at pay-per-click as an expense but it’s not a bad expense 00:49 – From an SEO perspective, it takes a long time 01:00 – The first way to save money is to target the right keywords 01:05 – You can use Google Keyword Planner, UberSuggest or Keyword.io 01:11 – “Volume isn’t everything if people don’t purchase from those keywords—no matter how many visitors you get, it’s useless” 01:19 – With PPC, you can test out words and phrases and when you see conversion, start targeting from organic search perspective 01:35 – If you want to scale, use AdWords Editor to move things faster 02:00 – If you have a brand keyword, a competitor can start to categorize you as the brand owner 02:48 – Foc