Marketing School | Digital Marketing | Online Marketing

In episode #569, Eric and Neil explain different ways that you can market your business to the wealthy. Tune in to hear tips on gaining traction with wealthy business people. TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: How to Market to the Wealthy [00:35] Any kind of podcast can be marketing to the wealthy. [00:40] At least 15% of people who listen to this podcast make over six figures a year and listen to four or five hours of podcasts in general. [01:06] You can either create your own podcast or advertise during one. [01:20] Using Frank Kern’s method: Create a letter where you ask for five minutes of someone’s time and then send an envelope full of cash. [01:40] Tell them they can keep the money even if they don’t give you the five minutes. [02:18] Eric looked into attended/speaking at TED or Summit. [02:30] Some of the highest quality of people are at these large conferences. [02:50] Basic approaches also work: go on interviews, go on podcasts, reach out to bloggers with large audiences. [

In episode #568, Eric and Neil talk about the difficulty of inbound marketing. Tune in to hear why inbound marketing isn’t an exact science and how you can use it to your advantage. TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: How You Are Doing Inbound Marketing All Wrong [00:34] Eric recently lost a deal to a content marketing agency. [00:47] The other agency was promoting processes and the execution plan was to create 500-600 word blog posts once per month. [01:04] Eric believes this was a weak approach, as 500-600 words is brief and you must provide quality overall. [01:44] Inbound marketing is not an exact science. [02:00] Generally, the formula for this unpredictable aspect of marketing is: you put in X and get back ? [02:33] In the long run you can make it more predictable. [03:00] Content marketing is building a lot of goodwill over time and you’re not trying to see an ROI immediately. [03:35] Being omnipresent, running ads, building out a funnel is all part of inbound marketing. If you’

In episode #567, Eric and Neil discuss the new Facebook algorithm and how it will affect your marketing strategy. Tune in to hear how you can still be seen after the algorithm shift.  TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: What Facebook's New Algorithm Update Means for Marketers in Early 2018 [00:36] Mark Zuckerberg recently announced a new algorithm that is supposedly about connecting people. [01:00] Facebook makes money off of advertising. [01:11] Your ads will have a tough time showing up organically, so get ready to spend money. [01:30] Historically, they have updated their algorithm for years, but this always increased their ad revenue.   [02:01] Neil has spent hundreds of thousands of dollars trying to “buy fans”. [02:17] Every time Facebook updates its algorithm, it will be harder and harder for you to gain traction with your ads. [02:25] Don’t buy fans, instead spend the money to drive traffic to blog posts and websites. [04:00] Neil spent money on something that didn’t help his b

In episode #566, Eric and Neil talk about the new Facebook Analytics tool. Tune in to hear why and how you should be using it. TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: How You Can Use the New Facebook Analytics [00:50] In the recent months, Facebook has added the ability to look at funnels. [01:23] Now, you have the ability to check on funnels through a dashboard. [01:37] Amplitude is a great tool in conjunction with Facebook ads. [01:55] Neil feels that the data is still really off. [02:20] Even when you’re looking at conversions in Google Analytics, the numbers are always higher. [02:40] You have to be able to cross-reference your data (either internally or externally). [03:00] It’s free and in your best interest to look at Facebook analytics even if the numbers are a little off. [03:12] Think of touch-points, as well; think of this as a way to get more insights from your Facebook marketing efforts. [04:00] You need to track email as well as revenue. [04:13] That’s it for today! [04:1

In episode #565, Eric and Neil explain how to deal with burnout. Tune in to hear some tips on what to do if you reach your breaking point when it comes to content creation and still be successful. TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: How to Deal with Content Burnout [00:45] The people that succeed are very consistent. [01:18] If it ties in with your goals, you just have to power through it. [01:35] Once you get past the breaking point, you get a second wind. [02:02] When you’re burnt out, the quality of your content decreases. [02:18] Take a break instead of producing content when you’re burnt out. [02:50] Neil doesn’t take vacations. [03:00] Eric worked two to three hours per day on vacation. [03:30] When they were cranking through topics really quickly, they lost podcast listeners. They went back to the drawing board, refocused, and are now gaining listeners. [04:16] Eric and Neil both create content in advance, so they can have breaks. [05:00] That’s it for today! [05:02] Go to Si

In episode #564, Eric and Neil discuss ways you can scale your ads without decreasing your ROI. Tune in to hear simple ways you can increase your conversion rate and make more money.  TIME-STAMPED SHOW NOTES:  [00:27] Today’s Topic: How to Make Your Ads Scale Without Decreasing Your ROI [00:40] Make sure that you’re running your ads to one post ID on Facebook. [01:08] Leverage more than one channel. [01:38] When you run all the paid channels at one time, your ROI goes through the roof because people are seeing you everywhere. [02:05] Look at your funnel through a full funnel attribution standpoint. Use Wicked Reports. [02:49] Run a ton of A/B tests. [03:19] If you run A/B tests, you can start generating more sales. [03:28] Have upsells and downsells. [03:50] Continually try to offer clients more services. [04:12] Eric helped a client with strategy, but also upsold him and added more value. [04:51] Neil loves ClickFunnels to help scale up ads. [05:35] Russell Brunson talks about three highest

In episode #563, Eric and Neil lay out what they do with their blog posts and how it helps them succeed. Tune in to hear some great blogging tips!  TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: The Bare Minimum You Should Do With Every Blog Post You Publish [00:38] Neil thinks he’s published 6,000-7,000 blog posts. [00:57] Neil always has a simple checklist for writing blog posts. [01:12] When using BuzzSumo, you need to look at what has worked in the last year. [01:33] Go after social traffic and search traffic (SEMrush). [01:52] Come up with better headlines, outline the post, then complete it. [02:11] Go above and beyond and be super thorough. [02:21] Add custom images from stock photos or graphs. [02:31] Email everyone you link out to in your post. [03:00] Reach out to everyone who shared similar articles and direct them to your article. [03:38] Take the article and put it into Ahrefs and see who links to it. [04:05] Eric’s strategy: automate the process of sharing to your social channels

In episode #562, Eric and Neil discuss why you should probably not buy an expensive home. Tune in to hear on what you should actually be spending your money on. TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: Should You Ever Buy a Multimillion Dollar Home? [00:34] The home Eric just sold was worth close to a million. [00:43] Neil has lived in some big homes. [00:55] Neil had an expensive condo on the Las Vegas Strip because the builder was selling them for less than their value. [01:20] Neil doesn’t think homes are valuable and a waste of money. [01:34] Neil’s friend has a two-bedroom condo and believes real estate is one of the worst investments. [01:52] You could make more money investing in Tech. [02:00] If you are interested in real estate, look up Grant Cardone, who has a funny YouTube channel all about it. [02:09] Eric’s mom is a real estate agent and she is always pushing him to buy a home. [02:31] Eric and Neil would rather invest in businesses and themselves. [03:19] All the homes Neil

In episode #561, Eric and Neil discuss how you can market your business for under $1,000. Tune in to hear how you can market your business for free! TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: How to Market Your Business for Less Than $1,000 [00:47] “Hand-to-hand combat” works in the beginning (making interpersonal connections). [01:17] It’s all about using cash flow from your first few deals to invest in basic marketing concepts. [01:43] Find people (via social media) who are unhappy with their marketing service and pitch them. [02:13] Offer free marketing in exchange for their positive testimonials. [02:24] One customer took a screenshot of his analytics and passed that on to other VCs. [02:45] Digital Telepathy did work for big names for free in exchange for having their name on the client’s website. [03:48] Look at Twitter List and Similar Web to get started. [03:57] Hunter.io is good for email marketing. [04:01] You can set up a mail-merge using GMASS. [04:12] There are plenty of free v

In episode #560, Eric and Neil discuss ways that unhappy customers can actually help you grow as a business. Tune in to hear how you can turn failure into future success. Time-Stamped Show Notes: [00:27] Today’s Topic: How Unhappy Customers Will Make You Grow - As Long As You Do This [00:55] Eric’s business grew 139% in 2017, but there was an “incident” and they lost 40% of their clients. [01:31] So they called an all-hands meeting and found out why they lost the clients. [01:50] Eric then reached out to the clients to see what their experience had been. [02:02] If you talk to your customers, it will help you figure out what needs to be fixed. [02:26] Neil calls former clients to see why they left and he performs surveys every month for current clients. [03:14] There is a process in place now at Eric’s company to help retain clients. [04:22] You need to do whatever it takes to improve. [04:36] Talking to unhappy customers helps you grow as a business. [05:18] If you please the majority of the cus

In episode #559, Eric and Neil explain when and why you should not hire freelancers. Tune in to hear how the allure of low-priced freelancers may end up costing your company more. Time-Stamped Show Notes: [00:27] Today’s Topic: When You Should NOT Use Freelancers [00:36] When you are looking for someone to do paid ads or an involved marketing activity, ideally this will be a full-time hire that you work with directly. [01:01] Freelancers have a few clients at a time and cannot give you their full focus. [01:25] As you’re trying to scale, you’ll find they won’t move as quickly as they want. [02:06] Because you are paying for their time, try to use time-trackers like HubStaff that takes screenshots of what your freelancers are doing. [02:54] As you start growing, freelancers will sometimes take your trade secrets and use them with other clients. [03:40] Freelancers are cheaper than employees, but it may hurt you in the long run. [04:02] Is it cost or is it price that is important to you? [04:15] If

In episode #558, Eric and Neil explain why newsletters are dying out and how chatbots are the next big thing. Tune in to hear how to leverage your chatbots for better results. Time-Stamped Show Notes: [00:27] Today’s Topic: How Newsletters Are Dead: You Should Do this Instead [00:45] Eric and Neil still have newsletters, but engagement is dropping. [01:01] It’s harder to get results because it can get filtered out or lost in the shuffle with the tons of emails everyone gets everyday. [01:26] You need to come up with new ways to connect. [01:38] Build up communities via social media and other outlets. [01:54] YouTube and chatbots have been great outlets for Eric and his clients. [02:11] Alex Becker does email a lot, but he is focused on building up his messenger subscribership. [02:36] Though newsletters are unpopular, they are still effective. [02:45] Eric and Neil have been moving towards shifting this message to chatbots. [03:15] Growth Everywhere added the Facebook Messenger App and they have

In episode #557, Eric and Neil discuss what they learned by putting a lot of money into YouTube Advertising. Tune in to hear killer tips for marketing yourself or your business on YouTube. Time-Stamped Show Notes:   [00:27] Today’s Topic: What We Learned by Spending $11K on YouTube Advertising [00:36] $11K is an arbitrary number. Chances are they have spent more than $100,000. [01:20] Eric found that when he started running ads on YouTube, his subscriber count doubled. [01:50] Neil did a test where he turned off his paid ads in early January. [02:18] His suggested video count continued to grow. [02:45] In general, it was higher than when he started ads. [03:06] He is trying to boost viewership and branding. [03:42] Most people run ads for views, but Neil was aiming to gain subscribers. [04:06] Tai Lopez is a great example of what to do using social media and YouTube. [05:15] He now has the most popular cryptocurrency-based podcast on a certain streaming service. [06:10] If you build your brand,

In episode #556, Eric and Neil lay out five hacks that will help you increase your sales. Tune in to hear how you can convert more clicks into customers. Time-Stamped Show Notes:  [00:27] Today’s Topic: 5 Creative Ad Hacks That Will Double Your Sales [00:35] Hack #1: Use video re-marketing ads. [00:54] Create a video ad that shows what people will get when they purchase your service or product. [01:15] Hack #2: Use Facebook Analytics. [01:52] You will see diminishing returns on paid Facebook ads. [02:20] Agora is a great site that broke down the difference between 7, 8, and 9-figure earners. [02:39] Hack #3: You need to have upsells and downsells. [02:56] Hack #4: If you are able to consolidate your ads through one Page Post ID, it will help bring your CPCs and CPAs down. [04:03] Hack #5: Use the rule of 7: if people see you seven times, they are more likely to convert into customers. [05:10] Neil flooded the market with different types of ads on different platforms and he converted a large numbe

In episode #555, Eric and Neil discuss ways in which marketing blockchain companies is like being in the Wild West. Tune in to hear their thoughts on successfully navigating this new technology. Time-Stamped Show Notes:   [00:27] Today’s Topic: How to Market a Blockchain Company [00:47] One of the blockchain companies Eric is working with is very traditional. [00:51] They are doing media buys on a site with a lot of traffic, drive people to the landing page, and then get them on the email list. Then, they use a chat program, Telegram. It’s a high-level funnel. [01:34] The marketing is still very traditional. [01:42] It reminds Eric of the Wild West, because it’s new territory and people are getting paid in new currency. [02:16] Most people aren’t using traditional channels. [02:46] Banner ads and press aren’t doing much anymore. [03:03] Celebrity endorsements are passe. [03:15] You need to be focusing on the technology. [03:33] While it may be easier to raise money on the blockchain, that doesn’t

In episode #554, Eric and Neil share some of their daily habits that they believe contribute to their success. Tune in to hear some great tips for being productive!  Time-Stamped Show Notes:   [00:27] Today’s Topic: Daily Habits Shared by the World's Most Successful Marketers [00:36] You have to continuously learn, because things are always changing. [00:42] Eric is always checking Feedly to keep abreast of issues and changes in marketing. [01:30] Neil, one of the world’s most successful marketers, likes to make to-do lists and break things down into daily tasks. [01:42] He finds he learns the most from events and meetups. [02:15] Eric learned some vital techniques from the book The One Thing. [02:20] He uses Evernote to organize his to-do lists. He puts one thing at the top as the one major thing he absolutely must get done that day. [02:57] The tool that Neil looks at every day: Google Analytics. [03:20] He uses GA because it helps him see issues before they are even publicly announced. [03:4

In episode #553, Eric and Neil reveal some important things that big agencies won’t tell you. Tune in to hear what you should know before signing on to work with a major marketing agency. Time-Stamped Show Notes: [00:27] Today’s Topic: What Most Marketing Agencies Won't Tell You [00:37] There are good and bad clients. [00:45] They measure this using the labor efficiency ratio. [01:04] When the whales are profitable, you are going to spend more time on that client. [01:24] Most agencies are pitching a dream, but they aren’t always able to deliver. [02:10] When you go to Chipotle or Taco Bell, you’re expecting the same thing every time. [02:20] When you have an agency with hundreds of clients, you are looking to deliver the same experience every time, to everyone. [02:32] Eric recommends that you actually have an in-house marketing person to have a laser focus on your goals. [03:12] Maybe start with an agency, then hire someone full-time, then consider using an agency again. [03:32] When you are st

In episode #552, Eric and Neil explain how you can get the best marketing tactics from other marketers. Tune in to hear how you can learn the latest techniques and get ahead.  Time-Stamped Show Notes: [00:27] Today’s Topic: How You Can Get the World's Top Marketers to Share Their Secrets with You [00:36] Once people start to share a tactic, it starts to get over-used. [01:00] So how do you learn about great tactics without becoming one of many using the same technique? [01:24] Neil thinks marketers like to party, spend money, and talk themselves up. [02:25] The creator of Growthhackers.com created the site because he wanted to have a community to share tips. [02:52] Marketers are going to try to outdo each other; by putting together a panel or roundtable, you will learn great techniques because they will all spill the beans just to impress each other. [03:36] You also want to share your tactics with others in order to get information back. [03:55] Neil likes to share tactics that work, but are kind

In episode #551, Eric and Neil lay out what makes a 7-figure business, 8-figure business, and 9-figure business. Tune in to hear great tips about how to gradually scale up your company. Time-Stamped Show Notes:   [00:27] Today’s Topic: The Difference Between 7-, 8- and 9-Figure Businesses [00:46] 7-figure businesses want a return on investment. [01:00] You want a 5:1 return, on average. [01:15] 8-figure businesses want to break even on their ad spend. [01:53] 9-figure businesses are willing to lose money at first. [02:13] They know the worth of a return customer down the road. [02:30] To compete, you need to outspend and have a funnel that converts very well. [03:00] “He who spends the most to acquire a customer, wins.” [03:58] Russell Brunson may lose money on the initial sale, because of his skill at setting up funnels he will recoup that money in the end. [04:30] It's hard to build a big business, unless you are willing to lose money up front. [04:45] You have to have the stomach for losing m

In episode #550, Eric and Neil briefly lay out seven important stats you need to track. Tune in to hear what you should absolutely be checking in on every week. Time-Stamped Show Notes: [00:27] Today’s Topic: The Marketers Checklist_7 Stats You Need to Check Every Single Week [00:38] #1: Check week over week search engine traffic. [00:59] Make sure you haven’t been affected by a Google update or penalty. 5 or 6% is a big change. [01:42] #2: Check cost per acquisition. [02:20] Look at gross profit LTB and fully loaded cap. [03:00] If you are not improving your LTB, you can’t compete. [03:25] #4: Check critical conversion rates [03:45] It can make a massive impact on your business. [03:56] #5: Check international traffic and conversion numbers. [04:15] When it’s big enough, consider translating to increase conversions. [04:50] If you don’t check, you won’t know where to expand! [05:00] #6: Track organic keywords. [05:05] Use Ahrefs or SEMrush to track. [05:30] You need to know which keywords wi