Marketing School | Digital Marketing | Online Marketing

In episode #878, we discuss what we did when our Google traffic tanked. Tune in to hear how we kept our businesses up and running. We have committed to throwing a FREE Marketing School Live Event in Los Angeles, once Marketing School reaches 1M downloads in a 30 day period. Take action: Rate, review, subscribe, and SHARE. Check the progress here! TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: Here's What I Did When My Google Traffic Tanked. [00:38] Google is always going to win, no matter how hard you try. [01:00] We don’t rely on one channel and neither should you. [01:10] When generating leads, Eric will send out more email blasts, videos, paid ads, etc. [01:55] It’s important to diversify. [02:15] Neil’s team lost a lot of traffic, because they hid a lot of content behind an iframe. Their traffic dipped 25%. This was before Google could read iframes. [03:12] When you are omnipresent, you are just running good defense. [04:00] Don’t just look at the days your traffic dipped, go back 30 days to

In episode #877, we make our marketing predictions for 2019. Tune in to hear what’s to come! We have committed to throwing a FREE Marketing School Live Event in Los Angeles, once Marketing School reaches 1M downloads in a 30 day period. Take action: Rate, review, subscribe, and SHARE. Check the progress here! TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: Our Marketing Predictions for 2019 [00:45] Everything is moving to live video. [01:00] If you create YouTube or Facebook videos, you will get more social engagement. [01:36] Really sophisticated AI is a long way off, but it’s getting better each year. [02:20] Machine learning and AI will one day make SEO a lot easier. [02:55] SEO will evolve in 2019. [03:15] Repurpose old content in an attempt to remain omnipresent. [04:30] Marketing is becoming a lot more expensive. [04:45] Free products and services are going to be big this coming year. [05:33] Google Profitwell’s Product Led Growth study. [05:55] That’s all for today! [05:58] Go here to

In episode #876, we discuss how you can craft an irresistible headline. Tune in to hear our tricks for great headlines. We have committed to throwing a FREE Marketing School Live Event in Los Angeles, once Marketing School reaches 1M downloads in a 30 day period. Take action: Rate, review, subscribe, and SHARE. Check the progress here! TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: How to Craft an Irresistible Headline [01:05] 8 out of 10 people will read your headline, 2 out of 10 will read the rest of the copy. [01:40] Don’t bait people, instead survey people using Survey Monkey. [02:25] David Ogilvy, the father of advertising, said 80 cents of the dollar is spent on the headline. [03:00] Have a hook. [03:12] Swiped has some of the best copywriters in the world, so draw inspiration from them. [04:18] Run an A/B Split Test using variations of the title. [05:22] Keep your hook the same, but change a small element of it to target different people. [05:28] That’s it for today! [05:33] Go here to

In episode #875, we discuss 7 landing page hacks. Tune in to see which ones you should test in 2019. We have committed to throwing a FREE Marketing School Live Event in Los Angeles, once Marketing School reaches 1M downloads in a 30 day period. Take action: Rate, review, subscribe, and SHARE. Check the progress here! TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: 7 Landing Page Hacks to Test in 2019 [00:35] 1: Using a tool like Landbot to make a conversational landing page. [00:51] If you want an example of this, go to the Marketing School site. [01:15] 2: Have them schedule a call right after you collect the lead (using Schedule Once). [01:40] 3: Write concise copy. [01:54] Swiped has good examples of this. [02:10] 4: Do the opposite of what everyone else is doing. [02:30] Right now, people are using Google Sign-in. Try doing something else that helps assuage people’s privacy concerns. [03:21] 5: Post a video on your landing page. [03:44] 6: Create a longer landing page. [04:15] 7: Incentiviz

In episode #874, we discuss key marketing lessons we learned from the Red Bull vs. Monster Energy beverage war. Tune in to hear what lessons can be derived from this story. We have committed to throwing a FREE Marketing School Live Event in Los Angeles, once Marketing School reaches 1M downloads in a 30 day period. Take action: Rate, review, subscribe, and SHARE. Check the progress here! TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: Key Marketing Lessons Learned From Red Bull Vs. Monster Energy Drink [00:55] Red Bull isn’t just a drink, but a brand. [01:03] A few years ago, they had a man ride a balloon near the Earth’s atmosphere and jump. [01:26] Red Bull got $100 Million in earned media from this stunt and their stock price jumped 7%. [01:40] Red Bull focuses on a simple product and extreme marketing. [02:00] Red Bull is all about building a community. [02:45] They love putting their logo on cars, teams, etc. [03:15] Monster is smaller. They came from Hanson Juices. [03:45] They rebranded fr

In episode #873, we discuss a simple hack to generate more visitors. Tune in to hear how you can increase your traffic and social media presence without spending money. We have committed to throwing a FREE Marketing School Live Event in Los Angeles, once Marketing School reaches 1M downloads in a 30 day period. Take action: Rate, review, subscribe, and SHARE. Check the progress here! TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: A Simple Little Hack to Generate More Visitors (Without Spending on Ads) [00:40] Get your employees and team members to promote your products and content on social media. [02:04] You are earning views without having to pay for them. [02:25] Trade social media favors. [03:12] Eric’s team upvoted or liked his LinkedIn content and it helped promote his post. [04:30] This tactic has helped put people on the map. [05:01] That’s all for today! [05:05] Go here to see how many downloads the show is getting. Also rate and review to help us meet our goal of 1 Million downloads per

In episode #872, we discuss Eric’s marketing plan for the new year. Tune in to hear Eric’s tactics for success in 2019. We have committed to throwing a FREE Marketing School Live Event in Los Angeles, once Marketing School reaches 1M downloads in a 30 day period. Take action: Rate, review, subscribe, and SHARE. Check the progress here! TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: Our Master Marketing Plan for the New Year (Part 2) [01:01] Eric’s traffic is currently around 200,000/month. [01:05] Just a couple of years ago, they were only at 4000/month. [01:25] What has been working is constantly upgrading and repurposing content. [01:45] It’s important to be omnipresent, so his team will be doing live videos soon. [02:08] They’re going to test sponsoring live events, as well. [02:25] Eric is sponsoring the Growth Marketing Conference. [03:00] Eric will not be giving software away. He’s targeting mid-market to enterprise businesses. [03:30] Eric’s team doesn’t make YouTube videos yet, but they

In episode #871, we discuss Neil’s master marketing plan for the new year. Tune in to hear what Neil plans to do in 2019. We have committed to throwing a FREE Marketing School Live Event in Los Angeles, once Marketing School reaches 1M downloads in a 30 day period. Take action: Rate, review, subscribe, and SHARE. Check the progress here! TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: Our Master Marketing Plan for the New Year (Part 1) [00:35] On this episode, we’re going to discuss Neil’s master marketing plan. [01:01] Marketing is heavily saturated. [01:22] Neil intends to blog more, podcast, and make YouTube and live videos. [01:45] He intends to release more free software. [01:57] If he can gobble up market share, he can figure out how to monetize those users. [02:20] The main part of his plan is as follows: release SEMRush features, BuzzSumo features, and a Moz-like SEO Analyzer for free. [02:35] He predicts he will reach 3 Million visits per month if he does this. [02:55] Neil has already s

In episode #870, we count out 7 Facebook Ad tips. Tune in to hear some lucrative Facebook tactics. We have committed to throwing a FREE Marketing School Live Event in Los Angeles, once Marketing School reaches 1M downloads in a 30 day period. Take action: Rate, review, subscribe, and SHARE. Check the progress here! TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: 7 Facebook Ads Tips For 2019 & Beyond [00:38] 1: Eric’s team starting running Facebook and Instagram Story ads. Original cost per acquisitions was $8-9, but now it’s at $4-5. [01:00] You can make quick videos, because they don’t need to be well-produced. [01:30] 2: Make your own content, do not use a professional photographer. [02:11] Self-produced content converts better. [02:33] 3: Use Many Chat or any chat program. [02:55] Try to get people to converse on Facebook Messenger. [03:44] 4: When you collect a Facebook lead, send them to a Schedule Once page. [04:05] This is a great way to schedule calls with leads. [04:22] 5: Direct Heroes

In episode #869, we discuss how books can make you more money. Tune in to hear how a book can increase your sales numbers. We have committed to throwing a FREE Marketing School Live Event in Los Angeles, once Marketing School reaches 1M downloads in a 30 day period. Take action: Rate, review, subscribe, and SHARE. Check the progress here! TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: How Books Can Make You More Money (Even if You Don't Read Them) [00:40] Frank Kern was able to make money from books by giving one away. [00:52] Book funnels work. [01:10] Even though the buyers only pay for shipping, your costs will still be low. [01:20] However, you won’t make much back. [01:34] You recoup costs by getting the buyers to buy from you again. [01:45] Keep upselling once you hook them. [02:00] Use the book to liquidate your advertising costs. [02:35] Russell Brunson has a great book funnel. [03:16] Test your back-end offers before offering a book funnel. [03:55] Scribe is a company that helps peopl

In episode #868, we discuss a tactic that the best marketers use. Tune in to hear what you can do to up your game. We have committed to throwing a FREE Marketing School Live Event in Los Angeles, once Marketing School reaches 1M downloads in a 30 day period. Take action: Rate, review, subscribe, and SHARE. Check the progress here! TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: The Best Marketers Do This [00:40] The best marketers document. [01:04] Whatever tactic you’re using, document it so that it’s repeatable for other people on your team. [01:35] You won’t know what is working unless you document it. [02:22] Eric documents anything he has done two or three times. [02:36] Tracking in Google Drive was difficult, so Eric’s team had to come up with alternative solutions. [03:00] Create an internal workplace Wiki to track everything. [03:45] Looop is a great training option, as is Trainual. [04:15] If you are going to document, get the whole company on board. [05:03] It’s a chore, but in the lon

In episode #867, we discuss 7 email marketing hacks that you probably aren’t leveraging. Tune in to hear what tactics you shouldn’t take for granted. We have committed to throwing a FREE Marketing School Live Event in Los Angeles, once Marketing School reaches 1M downloads in a 30 day period. Take action: Rate, review, subscribe, and SHARE. Check the progress here! TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: 7 Email Marketing Hacks That You Aren't Leveraging (But Should) [00:45] 1: Have a super-signature at the bottom of your email. [01:12] 2: Clean your lists. [01:40] If you keep sending emails to people who don’t open them, Gmail will push them to spam. [02:41] 3: Use Sender Score to see if you are being blacklisted. [03:04] 4: Re-send your email to those that didn’t open it (with slight tweaks). [03:48] 5: Instead of putting a bunch of links in your email, keep it simple. [04:10] 6: Don’t send HTML based emails with templates. [05:06] 7: Write nine word emails. [05:15] When you do this, i

In episode #866, we discuss the #1 thing email marketing is supposed to do. Tune in to hear what you should be getting out of your email marketing campaign. We have committed to throwing a FREE Marketing School Live Event in Los Angeles, once Marketing School reaches 1M downloads in a 30 day period. Take action: Rate, review, subscribe, and SHARE. Check the progress here! TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: The #1 Job Email Marketing Is Supposed To Do [00:35] Email marketing is supposed to get your reader curious enough to continue opening emails. [01:15] Neil’s friend from HubSpot believes that once someone subscribes to your email list, they will typically buy right away or within the first 30 days. [01:45] Generally, you generate more revenue by getting people to open the first few emails and pitching right off the bat. [02:31] Neil likes to drive people to his webinar right from the email. [02:50] He feels this generates more immediate revenue. [03:35] Ben Settle has an email list c

In episode #865, we discuss the one thing you have to do before you start doing SEO. Tune in to hear what your first step should be. We have committed to throwing a FREE Marketing School Live Event in Los Angeles, once Marketing School reaches 1M downloads in a 30 day period. Take action: Rate, review, subscribe, and SHARE. Check the progress here! TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: The One Thing You Have to Do Before You Start Doing SEO [00:36] Look up your competitors in Ahrefs or SEMRush. [00:44] These tools will show you their most popular pages, the terms for which those pages rank, their positions, and total traffic value. [01:02] This information will help you determine what you should target. [01:45] Once you find one competitor, you can find others using the above listed tools. [02:10] When you are looking at information on Ahrefs, you can see the content gap. The content gap is the content that your competitors are covering that you are not. [02:36] Use the Keyword Difficulty

In episode #864, we discuss 7 hacks to boost your click-through rate. Tune in to hear these quick and easy hacks. We have committed to throwing a FREE Marketing School Live Event in Los Angeles, once Marketing School reaches 1M downloads in a 30 day period. Take action: Rate, review, subscribe, and SHARE. Check the progress here! TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: 7 Quick Hacks to Boost Your Click-Through-Rate [00:32] 1: Write a better title. [00:55] Try to bring people to the point of sale. [01:05] 2: Leverage curiosity. [01:20] Try to have a juicy hook. [01:52] 3: Improve your meta description. [02:30] 4: Use adjectives. [02:40] Using words like “effortless” really draw people in. Using descriptors in your titles helps to get people interested in your article. [03:25] 5: Make sure you use a good thumbnail in YouTube. [04:00] Your thumbnail even matters on Facebook. [04:15] 6: Use rich snippets. [04:30] There is usually a plugin in Wordpress to help with something like this. [04

In episode #863, we discuss how to do internal linking. Tune in to hear how to do it the right way. We have committed to throwing a FREE Marketing School Live Event in Los Angeles, once Marketing School reaches 1M downloads in a 30 day period. Take action: Rate, review, subscribe, and SHARE. Check the progress here! TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: How to Do Internal Linking The Right Way [00:35] Neil has seen people overuse this technique: putting rich anchor text in the footer. [01:00] A lot of people put rich anchor text in the footer, but if you overdo that, you will get hit with a penalty. [01:25] Be more selective with this particular tactic. [01:45] Create content around long-tail phrases. [02:25] If you look at Zappos, they structure their site really well. [02:45] Each category page leads to further, more specific categories. [02:55] This is great, because it has a logical flow that makes it easy for Search Spider to crawl through. [03:25] Make sure your sitemap is logical

In episode #862, we discuss a great holiday marketing campaign idea. Tune in to hear how you can run a 12 Days of Christmas marketing campaign. We have committed to throwing a FREE Marketing School Live Event in Los Angeles, once Marketing School reaches 1M downloads in a 30 day period. Take action: Rate, review, subscribe, and SHARE. Check the progress here! TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: The 12 Days of Christmas (Marketing Edition) [01:10] When Eric was at Treehouse, they did a 12-day giveaway. [01:40] They even partnered with other companies to help sweeten the deals. [01:52] Use Viper or King Sumo Giveaways to run your giveaway campaign. [02:40] Most people use these campaigns to increase revenue, but others use it to gain loyal customers. [03:25] That’s it for today! [03:31] Go here to see how many downloads the show is getting. Also rate and review to help us meet our goal of 1 Million downloads per month. Hopefully, we’ll see you at the live event in L.A.! Leave some feedb

In episode #861, we discuss how you can get more search traffic in 30 days. Tune in to hear what you can do to bump up your traffic. We have committed to throwing a FREE Marketing School Live Event in Los Angeles, once Marketing School reaches 1M downloads in a 30 day period. Take action: Rate, review, subscribe, and SHARE. Check the progress here! TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: How to Get More Search Traffic in 30 Days (Without Paying for It) [00:35] Everyone has search traffic, but how do you get more really quickly? [01:02] Use Google Search Console and look at the pages that are getting the most traffic. [01:15] Try Keyword Tool or UberSuggest and type in the keywords that are driving people to your site. [01:25] Take the long-tail variations and include them in your copy. [02:03] Eric used this technique and has increased his traffic by 20% month over month. [02:41] Eric and his team took content that was out of date and updated it! [03:05] Use the content re-usage framework

In episode #860, we discuss 7 last-minute holiday marketing ideas. Tune in to hear 7 great ways to promote your business this holiday season. We have committed to throwing a FREE Marketing School Live Event in Los Angeles, once Marketing School reaches 1M downloads in a 30 day period. Take action: Rate, review, subscribe, and SHARE. Check the progress here! TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: 7 Last Minute Holiday Marketing Ideas [00:50] 1: Leverage the 12 days of Christmas. [01:02] Each day, you can have a special offer. [01:32] 2: Have a special, one day event. [02:20] 3: Discount your most popular or profitable items, so you can an influx of traffic and sales. [03:08] 4: Have a photo-sharing contest on social media. [03:26] Make sure the contest is product-centric and also offer your product as a prize. [03:48] 5: The spinning wheel (like Wheel of Fortune). [04:07] A prize wheel is a great way to attract people. [04:24] 6: Have a gift card bonus. [04:34] As an example, for every

In episode #859, we discuss how to get Sales and Marketing departments to work together. Tune in to hear how to unify these separate teams. We have committed to throwing a FREE Marketing School Live Event in Los Angeles, once Marketing School reaches 1M downloads in a 30 day period. Take action: Rate, review, subscribe, and SHARE. Check the progress here! TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: How to Get Sales and Marketing to Work Together [00:38] You will often see the Marketing and Sales departments working against each other. [01:15] Figure out what would align both teams. [01:40] Neil has found that getting these two teams to work together is hard, unless you have a CRO. [02:30] Having a CRO is expensive, so if you can’t afford to hire one, having weekly meetings with both teams will be beneficial. [03:35] CRO’s are worth hundreds of thousands of dollars. [04:00] If you’re running a small business, you’re going to have to be the glue that keeps these teams working together. [04:20] U