Marketing School | Digital Marketing | Online Marketing

In Episode #416, Eric and Neil discuss how to generate leads with free tools. Tune in to learn which tools you can create in order to generate more leads, and Neil shares his highly effective marketing tool that reels in an incredible amount of traffic for him per month.  Time Stamped Show Notes: 00:27 – Today’s topic: How to Generate Leads With Free Tools 00:37 – If you want to get SEO leads, create an SEO grader or analyzer and when people have a bad score, ask them if they want to get better 00:56 – HubSpot did a campaign similar to this 01:15 – You can use Outgrow which will allow you to make different calculations to generate leads 01:42 – Check out “How much does it cost to make an app?” by Crew—which is a short quiz you can take 02:00 – You don’t need to create complicated tools 02:06 – Neil’s SEO analyzer continues to generate 70K in traffic/month 02:18 – It cost $20-30K maximum, but there are cheaper options 02:41 – Use it as a marketing expense 03:05 – Marketing School is giving away

In Episode #415, Eric and Neil discuss 7 AdWords tricks and tips that’ll boost your ROI. Tune in to learn why you need to pay attention to your keywords and geo-target your offers. Time Stamped Show Notes: 00:27 – Today’s topic: 7 AdWords Tricks & Tips That'll Boost Your ROI 00:34 – Tip #1 is to add site links which will give you more opportunity to show up on search results 01:06 – #2: Leverage dayparting 01:13 – It is very useful and cost efficient, especially in B2B 01:49 – #3: Single keyword ad groups 01:51 – It will allow you to focus on one keyword and keep your ads tailored 02:16 – #4: Geo-targeting 02:28 – You can give people specific offers based on their location 03:25 – #5: Make sure you are hooking your AdWords in Google Analytics to have a specific retargeting list 04:01 – #6: Integrate the keywords that the users search for into your landing page 04:23 – Optimize landing pages for conversion 04:32 – Last is to use CPA bidding which works well and let Google do its work

In Episode #414, Eric and Neil discuss how to generate audience insights using Facebook. Tune in to learn why Facebook’s data is more accurate than Google Insights and how important Facebook Pixel can be for your website.  Time Stamped Show Notes: 00:27 – Today’s topic: How to Generate Audience Insights Using Facebook 00:35 – Audience insights will show you who’s visiting your website 00:38 – Google Analytics isn’t as accurate as Facebook 01:00 – You can plug in a Facebook Pixel on your website for free 01:20 – There are tons of tutorials available on the web for how to start with Facebook Pixel 01:32 – Load up your audience 01:43 – It’s better if you have a business manager account 02:08 – With a custom audience, you can see people’s behaviour 02:34 – Marketing School is giving away a free 1 year subscription to Crazy Egg which is a visual analytics tool 03:46 – Go to SingleGrain.com/giveaway for multiple entries 04:00 – That’s it for today’s episode! 3 Key Points: Facebook’s data is

In Episode #413, Eric and Neil discuss how to get good photos and audio files for your content. Tune in to discover where you can get royalty-free photos and audio files and why it’s advantageous for you to add media to your content today! Time Stamped Show Notes: 00:27 – Today’s topic: How to Get Good Photos and Audio Files for Your Content 00:40 – People want to see videos or other media formats aside from the usual text 00:52 – People can easily digest information from audio and video 00:59 – An audio file doesn’t necessarily mean that it has to have context, it can be a background sound that catches your audience’s attention 01:18 – You want to have visual images with your content to keep readers engaged 01:30 – There are new artists on YouTube who want their music out so maybe you can use them royalty-free and just add credits 01:47 – You can also find other audio files from AudioJungle 01:52 – For photos, you can check Twenty20 and Canva 02:28 – Neil pays for his photos from Fotolia 02:44

In Episode #412, Eric and Neil discuss how to build retargeting lists with outbound prospecting. Tune in to learn how you can retarget without breaking any terms or service agreements and why the rule of 7 is still effective in marketing today. Time Stamped Show Notes: 00:27 – Today’s topic: How to Build Retargeting Lists With Outbound Prospecting 00:36 – First, make sure you’re following the terms and services of Google and Facebook or other retargeting services 01:25 – Know your ideal customer 01:38 – Outbound prospecting is more for B2B 01:50 – You can reach the head of businesses directly through Outreach and Zen Prospect; use these tools to gather emails and reach businesses at scale 02:38 – Plug the outbound emails into a retargeting list on LinkedIn, Google and Facebook 03:14 – If you’re a sales person, make sure you add value and share insights to your customers 03:47 – Then you can retarget people by asking them to opt-in for more marketing insights 04:07 – When you remarket people,

In Episode #411, Eric and Neil discuss what they do for content promotion. Tune in to learn why your competitors in the same space are actually your allies. You’ll also find out the tools that Eric and Neil have leveraged to promote their content. Time Stamped Show Notes: 00:27 – Today’s topic: What Neil and Eric Do for Content Promotion 00:35 – Neil isn’t currently doing any content promotion but he used to 00:47 – Neil suggests finding other bloggers in your space to ask them to promote your blog 01:00 – You can pay them and have them send traffic to a landing page that has an ebook, download or giveaway 01:14 – Add social sharing icons to your blog post page 01:21 – Neil also emails the people who shares his competitor’s article 01:25 – Go to BuzzSumo to find who shared your competitor’s post 02:17 – Eric uses Wavve to share audio clips on social media 02:54 – Eric and Neil promotes their content on LinkedIn by writing 2-3 sentences and adding a link to the actual post 03:20 – If you link

In Episode #410, Eric and Neil discuss the bones of an advertorial and how you can use them to grow your business. Tune in to learn the characteristics of an effective advertorial and the websites that will market your advertorial for you.  Time Stamped Show Notes: 00:27 – Today’s topic: What Is an Advertorial (And How Can You Use Them)? 00:38 – Affiliate marketers usually run advertorial from their microsites 00:45 – Microsites can be a new blog 00:50 – The blog post can be about a story 01:00 – An advertorial is like a story or editorial with an ad in it 01:13 – An advertorial piece should be well written and trigger people’s emotions 01:31 – Eric shares a bed bug example of an advertorial 01:53 – Affiliate marketers put domains right into their advertorial 02:20 – In an advertorial, you integrate the solution and explain why it is the best solution 02:38 – Most advertorials from Facebook drive the most traffic 02:50 – Taboola and Outbrain can be options, but be careful using these platforms

In Episode #409, Eric and Neil discuss why you ought to pay for celebrity endorsements. Tune in to find out how to make celebrity endorsements possible and the potential gains you can receive by investing in them. Time Stamped Show Notes: 00:27 – Today’s topic: Why You Ought to Pay For Celebrity Endorsements 00:35 – “Anytime you have a celebrity on your landing page, your conversion rate will go through the roof” 01:02 – Celebrity endorsements work well 01:11 – Beats currently has Kylie and Kendall Jenner, Lebron James and other celebrities endorsing them 01:46 – They’ve increased their target market size 01:55 – The question is: if you’re already spending so much on paid ads, can you get a celebrity endorsement for $30-40K? 02:04 – The answer is “yes” 02:16 – There are micro influencers that you can connect with and help you promote your business 02:36 – Micro influencers have at least 20K followers 02:52 – In Shoe Dog, Phil Knight talked about using celebrities to endorse products 03:23 –

In Episode #408, Eric and Neil provide the beginner’s guide to Quora ads. Tune in to learn what you need to know to start advertising on Quora and why now is the right time opt in! Time Stamped Show Notes: 00:27 – Today’s topic: Beginner's Guide to Quora Ads 00:59 – Quora is a questions and answers site which generates tons of traffic 01:29 – Quora’s valuation is currently over one billion dollars 01:42 – When Eric goes on to Quora, he sees people like Jason Lemkin 01:59 – You can have your ads show up with a question or something catchy 02:19 – Quora ads is currently cheap 02:34 – One of Eric’s clients, Lever, is an applicant tracking system 02:40 – An applicant tracking system helps you manage the whole hiring process 03:07 – Lever has an ad that shows up in Quora when a question related to the hiring process comes up 03:29 – You want to advertise to people who are asking questions related to your product 04:14 – “The numbers have to work for you” 04:30 – Eric is currently running an ad on

In Episode #407, Eric and Neil discuss how to increase your email deliverability. Tune in to discover which provider works best and the techniques you can employ today to increase your deliverability! Time Stamped Show Notes: 00:27 – Today’s topic: How to Increase Your Email Deliverability 00:41 – To improve your deliverability rate, switch providers 00:46 – Infusionsoft has poor deliverability while Drip is great at delivering 00:55 – Jeremy Schoemaker has a site that shows which providers have terrible deliverability rates 01:07 – AWeber and ConvertKit work great too 01:29 – It is easier to use a shared IP to increase email deliverability 01:40 – Stop sending someone emails if they don’t open any of your emails 01:54 – Marketing School is giving away a free 1 year subscription to Crazy Egg which is a visual analytics tool 02:38 – Go to SingleGrain.com/giveaway for multiple entries 02:50 – That’s it for today’s episode! 3 Key Points: If your provider has a low email deliverability, switch p

In Episode #406, Eric and Neil discuss whether webinars still work. Tune in to learn why webinars still work, though it depends on several factors. Eric and Neil discuss why webinars no longer convert as well as they used to and give you the tools you need to make sure you that you optimize on your next webinar. Time Stamped Show Notes: 00:27 – Today’s topic: Do Webinars Still Work? 00:36 – Some marketers are saying that webinars are dying 00:54 – From Neil’s standpoint, webinars still work but don’t convert as much as they used to 01:14 – The cost to get a webinar is one of the reasons why the conversion rate suffered 01:24 – If you have a ton of organic traffic, you should consider webinars 01:49 – With Kissmetrics, their webinars work well because of the content 02:04 – Webinars work if you educate and give advice that your audience can actually use 02:29 – Some are just trying to sell people over 02:47 – Neil uses Webinar Jam and AWeber Webinar for his webinars 02:53 – You can use email sequen

In Episode #405, Eric and Neil discuss whether should you consider sponsoring conferences or not. Tune in to learn the ROI that you can get from sponsoring a conference and why Eric prefers to invest in small events. Time Stamped Show Notes: 00:27 – Today’s topic: Should You Sponsor Conferences or Not? 00:38 – There’s an ROI from sponsoring events 00:43 – You have to find the right events 00:48 – Sponsoring an event is great for branding 00:51 – You will know who attended the conference and the event’s marketing team will send an email blast to the audience dedicated to you 01:22 – If you sponsor a conference, make sure you have a speaking slot 01:35 – What matters to Eric during conferences is the people that he meets 02:00 – Eric just got an invitation to a conference 02:27 – If you have $12K, Eric suggests spending it on a dinner or small event rather than a conference 02:45 – Marketing School is giving away a free 1 year subscription to Crazy Egg which is a visual analytics tool 03:39 – Go

In Episode #404, Eric and Neil discuss whether or not you should throw live events. Live events are excellent opportunities to expand your network. Tune in to learn why Eric throws his live events and dinners monthly and the reason he does them for FREE. Time Stamped Show Notes: 00:27 – Today’s topic: Should You Throw Live Events? 00:39 – Live events can serve a broad audience and can be a lot cheaper 00:51 – Eric throws live events in LA 01:06 – Eric has a “happy hour” event once a month with his small group of marketers and entrepreneurs 01:13 – The purpose is just to get people together 01:32 – Eric has generated revenue from his live events which are free for the attendees 01:41 – Eric received a $120K deal from one of his events where he only spent around $12K to organize it 02:03 – Eric has done two live events every month for the past seven months 02:16 – Eric has learned a lot from his live events 02:26 – The invited guests are targeted 03:10 – Jayson Gaignard of Mastermind Talks will

In Episode #403, Eric and Neil discuss how to build a personal brand. Tune in to learn the difference between a corporate and personal brand. You’ll also hear how Eric and Neil built their own personal brands up to where they are now.  Time Stamped Show Notes: 00:27 – Today’s topic: How To Build A Personal Brand 00:41 – Building a personal brand opens up a lot of opportunities 01:00 – Neil had met various billionaires while building his personal brand 01:25 – Neil learned that you’re not going to build your personal brand unless you’re marketing yourself daily 01:44 – There’s a difference between a corporate brand and personal brand 01:54 – Corporate brands can be sold 02:05 – Michael Jordan, which is already a personal brand, cost millions and there’s just one of him 02:23 – If Michael Jordan passes away, his personal brand will be gone too 02:31 – Corporate brands will just continue to increase their market price 02:47 – Eric started his personal brand by way of his podcast which had single d

In Episode #402, Eric and Neil discuss how to build a strong corporate brand using social media. Tune in to learn how you can strengthen your brand through social media and how you can fast track the growth process by using strategies that have worked for some key companies today! Time Stamped Show Notes: 00:27 – Today’s topic: How to Build A Strong Corporate Brand Using Social Media 00:42 – Some of the brands that have built a strong brand using social media are Fit Tea, Dolce Swimwear and other swimwear companies 01:05 – Eric has interviewed SkinnyMe Tea founder, Gretta van Riel, who has 16M Instagram followers 01:28 – Gretta started by reaching out to micro-influencers on Instagram to build her brand 01:40 – She eventually grew her following to millions 01:50 – Gretta has also coined the term “teatox” which is detoxing using tea which also has a movement behind it 02:00 – You can create a movement to make people stick with your brand and connect with different micro-influencers 02:20 – Sunny C

In Episode #401, Eric and Neil discuss how to get social media traffic when you have no followers and no money. Tune in to learn a few easy tactics that can get people sharing your content. You’ll also find out the importance of reaching out to the RIGHT people. Time Stamped Show Notes: 00:27 – Today’s topic: How to Get Social Media Traffic When You Have No Followers (And No Money) 00:38 – The easiest way to get traffic is to look at your content 00:44 – Google similar keywords that relate to your content and find other posts 00:51 – Get the most popular keywords and type them in the Twitter search box 00:55 – Email people who have tweets related to your keyword and check if they want to see your post 01:28 – Add a note: “If you like it, feel free to share it” 01:33 – You’ll get more social shares by doing this 01:45 – Growth Everywhere’s Instagram account now has 6400 followers 01:53 – Eric redoes the hashtags to engage with people more 02:26 – You can build pods with Instagram Direct Messa

In Episode #400, Eric and Neil discuss the pros and cons of hosting your own conference, and why you need to accept the reality that you’re going to lose money at the front-end. Time Stamped Show Notes: 00:28 – Today’s topic: Should You Host Your Own Conference? 00:36 – If you’re just starting out, the best option is to stay away from conferences 00:40 – The conference business is difficult and you’ll probably lose money 00:48 – Eric personally thinks that conferences aren’t that valuable 00:51 – Eric shares his experience with Treehouse 00:55 – Ryan Carson, CEO, is known for hosting conferences 01:08 – Conferences are a good way to build network 01:19 –Sean Ellis is known for hosting growth hacking conferences too 01:27 – Conferences are exceptionally valuable if—and only if—your business is already making money 01:34 – HubSpot has thousands of customers will benefit a lot from holding a conference where they can invite their customers 01:56 – Consider hosting a conference only if your

In Episode #399, Eric and Neil discuss how to rank a 10-page website. Tune in to learn how you can slowly gain traction in spite of only having a few pages by placing massive emphasis on the quality of those 10 pages.  Time Stamped Show Notes: 00:28 – Today’s topic: How to Rank a 10-Page Website 00:40 – Neil picked 10 pages because a lot of people have small websites 00:45 – A 500-page website is easier to rank 00:56 – The more text you have on the page, the more likely you are to rank 01:03 – A 10-page website can still rank but it will never get as much traffic as a Wikipedia 01:10 – A small website should focus on link building and outreach 01:14 – Make sure your content is detailed and thorough 01:18 – Brian Dean of Backlinko started with only a handful of pages website 01:33 – The quality of his content is high 02:00 – Review Skyscraper Technique 02:10 – Groove HQ and Help Scout both started at the bottom 02:19 – Look at linkable assets 02:48 – “Look for a spin that can work ou

In Episode #398, Eric and Neil discuss the art of scaling content for outreach. Tune in to learn exactly what you can do to not only develop great content, but promote it effectively. Time Stamped Show Notes: 00:27 – Today’s topic: How to Scale Your Content Outreach 00:35 – Content outreach is about reaching out to people to promote your content 00:48 – You don’t just write a content, you have to market it as well 01:05 – Content outreach starts with the foundation 01:19 – More than anything else, your content has to be GOOD 01:43 – The Skyscraper Technique by Brian Dean is a great strategy 01:48 – Create a list of website and social media users that you’re going to do outreach too 02:00 – You don’t want to keep hitting up the same people because they’ll get tired of hearing your song and dance 02:10 – Some will stop responding and some will flat out ignore you from day 1 02:35 – Eric uses Hunter and FindThatEmail in finding email 02:49 – JustReachOut is great in finding editors and publish

In Episode #397, Eric and Neil discuss what Seinfeld emails are and how you can leverage them to enhance your business. Tune in to learn how can writing about nothing (literally) can lead to increases in both your network and your sales. Time Stamped Show Notes: 00:27 – Today’s topic: What Are Seinfeld Emails (And How to Leverage Them)? 00:53 – Eric thinks Seinfeld is just a show about nothing 00:59 – The Seinfeld email is like writing an email about nothing 01:07 – Eric shared a bad experience with American Airlines and wrote about the experience 01:24 – He got some great responses from the post 01:34 – “The good thing about writing about nothing is relating it to people” 01:45 – People are more likely to convert because they can connect with it and don’t feel like they’re being sold to 01:51 – You don’t want to write about nothing when you can’t connect it with your product and services 02:40 – For Neil, when someone writes for him, he still checks the end product to see if it matches hi