Marketing School | Digital Marketing | Online Marketing

In episode #2372, we talk about how to get SEO buy-in in larger organizations. As digital marketers, we know the value of SEO, but that does not mean that all your leaders and employers do! Tune in to hear about how best to manage your role and communicate about the necessary work you do, especially in companies that might undervalue your job. TIME-STAMPED SHOW NOTES: [00:21] Today’s topic: How to Get SEO Buy-In In Larger Organizations. [00:30] Eric's experiences being undervalued as an SEO. [01:50] Looking to your competition and showing what is being done currently. [03:04] Keeping the ROI in mind and demonstrating this to your leaders. [04:52] Making the most of a small or non-existent SEO budget.  [06:07] Consistent and constant education; the communication of problems and solutions [06:52] That’s it for today! [07:03] Go to https://www.marketingschool.io for more resources! Links Mentioned in Today’s Episode: Subscribe to our premium podcast (with tons of goodies!): https://www.market

In episode #2371, we talk about the best way to engineer word-of-mouth marketing. We all know the usefulness of free, word-of-mouth marketing, but how can you engineer it for your offer? In this episode, we explore a few examples and ideas that might get the cogs turning for you. Tune in to hear about viral content, freemium models, and more! TIME-STAMPED SHOW NOTES: [00:22] Today’s topic: The Best Way to Engineer Word of Mouth Marketing. [00:30] What is word-of-mouth marketing and why is it important? [01:32] Standing out and becoming indispensable. [02:26] Weighing the usefulness of referral programs. [03:15] Basing your offer on price, and creating a free version. [05:39] Using viral content as a means to build hype and promote your offers. [08:01] That’s it! [08:06] Go to https://www.marketingschool.io for more resources! Links Mentioned in Today’s Episode: Subscribe to our premium podcast (with tons of goodies!): https://www.marketingschool.io/pro Seth Godin Purple Cow Linchpin 

In episode #2370, we share personal and professional habits that will make you a high-performing marketer. From networking and team building to daily habits and staying organized, these pointers are bound to give you the edge over many others out there, so tune in to hear our suggestions! TIME-STAMPED SHOW NOTES: [00:21] Today’s topic: Personal & Professional Habits That Will Make You A High-Performing Marketer. [00:51] The power of a healthy reading habit and experimentation. [02:31] Getting the right information and developing your filter. [03:51] Why organization and specialization go hand-in-hand with high performance. [05:08] Looking at examples of great marketing and understanding the components. [06:34] Building the best team and network. [07:42] Healthy daily rituals; meditations, exercise, and diet. [08:42] That’s it for this episode! [09:11] Go to https://www.marketingschool.io for more resources! Links Mentioned in Today’s Episode: Subscribe to our premium podcast (with tons o

In episode #2369, we talk about the fact that Meta and Google no longer have the majority of the advertising market share! This is a big deal in some respects but also has not impacted these giants' revenue substantially so far. Tune in to hear about what could happen in the near future and a few more thoughts on the pros and cons of monopolies. TIME-STAMPED SHOW NOTES: [00:20] Today’s topic: Meta and Google No Longer Have Majority of the Advertising Market Share. [00:29] High-level statistics relating to Google and Meta. [00:51] Why the decrease in market share is not reflective of their revenue? [01:23] The predicted growth of digital advertising. [02:21] New options for advertising across the digital landscape. [04:05] Avoiding complacency and the benefits of competition. [04:31] That’s it for today! [04:38] Go to https://www.marketingschool.io for more resources! Links Mentioned in Today’s Episode: Subscribe to our premium podcast (with tons of goodies!): https://www.marketingschool.io

In episode #2368, we ask what the effects of Bing adding ChatGPT will be on Google's survival. With the huge advent of ChatGPT and the shaking up of the search engine landscape, the ripples of Microsoft's actions are still to be seen. With that being said, we still believe Google holds a lot of power, tune in to hear our thoughts on what might happen!  TIME-STAMPED SHOW NOTES: [00:21] Today’s topic: Bing Is Adding ChatGPT - Is Google Doomed? [00:30] The recent reports about Microsoft, Bing, and OpenAI. [01:00] Estimates of index sizes and user numbers for Google and Bing. [02:41] The power of good data for improving AI responses. [03:26] Predictions for what the future of AI chatbots might look like. [04:38] Why being the first market does not always spell a victory. [05:32] What Google's monopoly has enabled them to do.  [05:56] The tendency for the biggest tech companies to downplay their monopoly of the market. [06:40] That’s it for today! [06:43] Go to https://www.marketingschool.io fo

In episode #2367, we discuss the ROI of speaking at events. Earned speaking engagements are huge lead generators and can help you grow your social media following, boost your blog traffic, and even enhance your Google ranking. Tuning in, you’ll also find out how speaking at the right events and meeting the right people can help you create long-term partnerships, why we don’t believe you should charge to speak at an event, the short-form video content opportunities that come from speaking, and more! TIME-STAMPED SHOW NOTES: [00:20] Today’s topic: What's The ROI of Speaking at Events? [00:48] How speaking engagements have generated ROI for Neil over the years. [01:32] The benefits of going to the right events and meeting with the right people. [02:28] Why charging for speaking engagements is a mistake. [03:21] Viewing speaking engagements as a way to build your personal brand. [03:28] The “serendipitous touch points” that come from speaking at events. [03:45] How speaking increases your client's l

In episode #2366, we talk about Google’s latest experience algorithm update. If you’ve heard of the Google E-A-T algorithm before, you know that it stands for expertise, authority, and trust. Now, Google is upgrading the concept of E-A-T with an additional ‘E’ for the experience. Tune in to find out what this means, why good content and quality links are still the most important factors, and how you can showcase your experience to create better content! TIME-STAMPED SHOW NOTES: [00:20] Today’s topic: Google's New Experience Algorithm. [00:25] A look at Google’s E-A-T algorithm and the addition of an extra E for the experience. [01:02] How showcasing your experience can make your content better! [02:27] Two most important factors: good content and high-quality links. [03:15] Why you should not obsess over small things like ranking and content ratio. [04:47] Insight into the metrics that Google uses to improve its algorithms. [05:50] That’s it for today! Don’t forget to rate, review and subscribe!

In episode #2365, Eric and Neil discuss lessons learned from seven years of podcasting. Listen in as we reflect on our very first episode in 2016, the mistakes we have made along the way, and our advice to help you expand your reach, grow your audience, and monetize your podcast, plus so much more! TIME-STAMPED SHOW NOTES: [00:20] Today’s topic: Lessons Learned From 7 Years of Podcasting. [00:25] Looking back on the first episode of this podcast, recorded in Vegas in 2016. [01:36] The value of doing podcast trades early on. [03:00] How short-form video content can expand your reach. [03:50] Why we caution against podcast topics that are too niche. [04:05] Why it’s easier to get more listens on episodes with guests. [05:02] How you can monetize your podcast audience. [05:21] Short sales cycles versus the high lifetime value of podcast clients. [06:42] What we’ve learned about the length of our podcast episodes.  [07:46] Why ratings and reviews are so valuable! [08:59] The value of consist

In episode #2364, we are talking about marketing through the recession, lessons learned, and best practices. This was one of our ChatGPT prompts (which you can learn more about in episode #2362), and as you’ll see from the content of today’s episode, ‘Investing Through the Recession’ might have been a better title! Tune in for the biggest lessons we learned as we navigated our businesses through the pandemic, tips for boosting your IRR (internal rate of return), and so much more! TIME-STAMPED SHOW NOTES: [00:20] Today’s topic: Marketing Through the Recession: Lessons Learned and Best Practices. [00:40] Lessons learned about making your business recession-proof. [01:48] What it means to have “dry powder” to pour into your business when times are tough. [02:55] How to double down on your business by selling off what you don’t need. [03:14] Tips for improving your internal rate of return. [03:55] Our experience of diversifying our investments with real estate. [05:34] How to be fearful when others

In this special episode of Marketing School, we are very happy to welcome Robbie Ferguson, the Co-Founder of the blockchain gaming company Immutable. Robbie joins us to talk about the company, his vision for the world of digital assets, and how he and his team are going about building a market-leading company. Robbie sheds some light on his history with gaming, his favorite thinkers and books, and where he sees the evolution of the blockchain heading. We also touch on the company culture at Immutable, the focus on making good hires, and a little about their current marketing strategy. So if you want to hear about all of this and much more, be sure to join us! TIME-STAMPED SHOW NOTES: [00:25] Today’s topic: How Immutable Plans To Build a $1T Business. [00:48] The quickest and simplest description of Immutable and what they do. [02:18] Robbie talks about his gaming background and favorite games growing up.  [06:59] Thoughts on the current size and potential growth of the gaming industry. [09:04] Marke

In episode #2363, we talk about what to look for in a Chief Marketing Officer (CMO). If you’ve ever found yourself on an executive hiring committee, you’ll know that finding the right CMO takes a lot of work. While experience and education are obviously important, there are a number of other factors that come into play too. Tune in to find out why you should hire someone who “fills in the gaps” rather than someone who does what you already do better, the importance of really getting to grips with your desired outcomes, and so much more! TIME-STAMPED SHOW NOTES: [00:20] Today’s topic: What to Look For in a CMO. [00:24] What a CMO is and why you might need one. [01:00] Why Neil looks for “gaps" when hiring a VP of marketing or a CMO. [03:29] Why it’s redundant to hire a CMO that does what you already do well. [03:49] The importance of understanding the outcomes you want. [04:58] How you can benefit from sending a potential CMO a written prompt. [06:07] An example that illustrates what can go wrong

In episode #2362, we discuss what we learned from using ChatGPT to create podcast titles. ChatGPT is a chatbot that was launched by OpenAI in November 2022 and, for our last few episodes, we have used it to shorten the time it takes for us to come up with podcast titles. Join us as we share some context on this and other AI tools, outline some pros and cons of using them, and explore how you can leverage these tools and maintain your content standards! TIME-STAMPED SHOW NOTES: [00:20] Today’s topic: What We Learned From Using ChatGPT to Create Podcast Titles. [00:43] Why the quality of the ChatGPT-generated titles doesn’t quite meet our standards? [01:54] ChatGPT is the “last mile” when it comes to generating ideas or topics. [02:25] Some examples of the “lazy” headlines we got from ChatGPT. [02:59] The value of experience (which AI tools cannot offer). [03:54] How to leverage AI tools for hooks and generate clicks. [04:40] That’s it for today! Don’t forget to rate, review and subscribe! [04:4

In episode #2361, Neil and Eric take a candid look at whether you should hire a coach. The online world is filled with tons of content that can provide you with the information you need to elevate your business for free. Conversely, coaches charge high-dollar amounts for the information you very likely already know. In our conversation, Neil shares his skepticism of coaches before Eric provides examples of coaches who provide exceptional value and why. To discover whether hiring a coach is the right step for you, be sure to tune in today!  TIME-STAMPED SHOW NOTES: [00:20] Today’s topic: Should You Hire A Coach? Real Talk. [00:25] Neil and Eric's conflicting opinions on whether you should hire a coach. [01:29] Why Neil often feels skepticism over the claims that coaches make. [03:18] What Eric has learned from coaches he’s worked with in the past. [03:56] How to identify when coaches are providing you with value and when they aren’t. [05:35] Understanding what information is available online for fr

In episode #2360, Neil and Eric share their thoughts on how to launch products the way Apple does. Apple has mastered the art of creating hype around its launches, but it would never be able to sustain that anticipation if it wasn’t for the high quality of its products. Tune in to learn how they use value to ensure customer retention, their best tactics for generating hype, and how you can apply these lessons to your business! TIME-STAMPED SHOW NOTES: [00:20] Today’s topic: How to Launch Products Like Apple. [00:23] Apple’s skillful use of storytelling. [01:02] The high quality of Apple products and the anticipation around their launches. [01:59] How Apple uses media outlets to generate hype for their launches. [02:46] Why Apple’s beauty and simplicity are key to its appeal. [04:12] How Apple uses retention marketing to great success. [04:40] Five things that Apple does to elevate its product launches. [07:03] That’s it for today! Don’t forget to rate, review and subscribe to this podcast. [

In episode #2359, Neil and Eric share their insights on how to utilize the power of storytelling in marketing. Telling a good story is one of the best ways to capture people’s attention. Tune in as we discuss the requirements of a good story, the importance of being relatable, and the most important lessons we’ve learned from top storytelling professionals! TIME-STAMPED SHOW NOTES: [00:20] Today’s topic: The Power of Storytelling in Marketing: Tips and Techniques. [00:28] Why good storytelling is essential for successful marketing. [01:31] How effective storytelling utilizes conflict and suspense. [02:03] Why relatability is so important in storytelling. [03:22] An overview of the Dan Harmon Story Circle. [04:47] How The Lion King masterfully conveys the hero’s journey. [06:55] Identifying the most important moments when telling a story. [07:53] That’s it for today! Don’t forget to rate, review and subscribe to this podcast. [08:02] Go to https://www.marketingschool.io to learn more! Links

In episode #2358, Neil and Eric explore which marketing jobs will be replaced by AI in 2023. We’ve seen a lot of advancements in AI over the past year, but what will its real-world impact be on marketing jobs? We take a closer look at some of the most useful tools out there, how best to use them, and why the majority of AI tools still need human facilitation, oversight, and editing (for the most part).  TIME-STAMPED SHOW NOTES: [00:20] Today’s topic: Marketing Jobs That Will Be Replaced By AI. [00:30] How AI will decrease job opportunities in some sectors and increase them in others. [01:12] Why you will still need people to work on the creative elements of advertising. [01:40] The role of AI in content creation and ideation, and why you still need to edit it thoroughly. [03:10] Why AI still needs human-generated content for its data. [04:46] How AI will impact live chat and sales. [06:29] Why multimedia content will become easier to create and the impact this will have. [07:29] That’s it for

In episode #2357, Neil and Eric break down how to fix your marketing funnel. There are plenty of useful tools that can help you identify where your marketing funnel needs to be improved. The trick is knowing how to improve them. In our conversation, we examine some of the best tools for collecting both quantitative and qualitative information, and how to use customer feedback to take your marketing funnel to the next level. To get started on fixing your funnel, be sure to tune in for this episode! TIME-STAMPED SHOW NOTES: [00:20] Today’s topic: How To Fix Your Marketing Funnel. [00:42] An overview of marketing funnels and how they work. [01:22] What Google Analytics can teach you about where your funnel needs to be improved. [02:43] How marketing funnels work on platforms like YouTube. [03:08] Examples of how to conduct AB tests on YouTube. [04:49] Why getting feedback from your customers is essential for improving your marketing funnel. [06:50] That’s it for today! Go to https://www.levelingup.

In episode #2356, Neil and Eric discuss the importance of customer experience in modern marketing. As a business, it can be easy to focus almost exclusively on growth. Unfortunately, this often results in other areas, like customer experience, being neglected. Tune in as we unpack how to strike the balance between acquisition and retention, and how marketing can be used to optimize customer experience! TIME-STAMPED SHOW NOTES: [00:20] Today’s topic: The Importance of Customer Experience in Modern Marketing. [00:28] An overview of the elements that influence customer experience. [00:52] Why you can’t have growth without ensuring customer retention. [01:59] The importance of optimizing according to your customer’s needs. [03:08] How experimentation can help you level up your customer experience. [04:58] Why the aim of your experiments should be to delight your customers. [05:11] How to get qualitative feedback from your users. [06:16] Examples of how we are using feedback to improve our products

In episode #2355, Neil and Eric talk about their 2023 marketing predictions. From short-form videos to AI assistance to the hiring market and lots more, tune in today to hear what you can expect from the marketing world in the coming year!  TIME-STAMPED SHOW NOTES: [00:20] Today’s topic: 2023 Marketing Predictions. [00:44] Why we expect to see more M&A activity in 2023 and how this relates to marketing. [01:27] Our thoughts on how short-form videos are going to fare in 2023. [02:21] How we think 2023 is looking in terms of AI assistance. [03:24] How we expect people to approach content in 2023. [03:49] Our thoughts on how the hiring market is going to change this year. [04:25] Predictions about podcasts in 2023. [05:06] Why do we believe more companies are going to take control of their marketing in 2023?  [03:20] That’s it for today! Don’t forget to rate, review and subscribe! [03:24] Go to https://marketingschool.io/live to learn more! Links Mentioned in Today’s Episode: Subscribe to

In episode #2354, Neil and Eric discuss maximizing your sales with chatbots and artificial intelligence. OpenAI (the founders of ChatGPT), are changing the face of artificial intelligence; tune in today to hear how you can use their developments to your advantage!  TIME-STAMPED SHOW NOTES: [00:20] Today’s topic: Maximizing Your Sales with Chatbots and Artificial Intelligence. [00:33] The power of chatbots. [01:15] Some of the main issues relating to chatbots. [01:35] How OpenAI is changing the artificial intelligence space.  [02:23] The benefits of using a chatbot. [03:35] Predictions for the future of chatbots. [03:20] That’s it for today! Don’t forget to rate, review and subscribe! [03:24] Go to https://marketingschool.io/live to learn more! Links Mentioned in Today’s Episode: Subscribe to our premium podcast (with tons of goodies!): https://www.marketingschool.io/pro Learn more about OpenAI here: https://openai.com/  Leave Some Feedback: What should we talk about next? Please let