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7 Tools to Grow Your Agency
"Super committed to your success online. We've worked with them to a special offer just remarking school listeners. All you have to do is go to dream host dot com slash marking school to learn more and get your website online today. Welcome to eight another episode of marketing. School I'm Eric Su. And I'm Neil Patel and today we are going to talk about seven tools to grow your agency. So I'll go with the first one I. One is super metrics, supermax ships to me is the best reporting tool when it comes to reporting on pay media or SEO or any of this type of stuff. So different integrations and it's just makes really cool looking reports and it's easy to understand. It's easy to use super metrics. We've been recommending it since the beginning of this podcast just great product. Number to salesforce you probably like, Hey, as the agency, what I need to use cell source is such a great tool as your crm to deal with sales new leads in also when someone comes onboard as a customer to continually have them and there, and then you can use it to up sell down. So we used cell so far agency it really is one of the key tools that we use it sadly expensive yet papers eat, but it's used from everywhere from account managers, client services, people doing the work to even sales reps. We like using able just think of it as spreadsheets that are superpower and they raised a ton of money I. think they're valued at over they've a Unicorn valuation. It's great. We use it for managing all of our content production, and before that, it was radicals all over the place we found that this is just to have an all in one solution, and then also that maps out our pillar content and all of our social content is just incredible. So just check it out you can. Use It for free to have a lot of different templates you can use just to kind of deploy immediately is just made us a lot more organized. So number four, I would use schedule once or any one of those call scheduling offers you'll get leaders the agency from your website here, and there if you use a scheduling software, you have a much higher still increase, your closing rate. So you schedule once or at any one of the alternatives number five I mean look there's a lot. Of Project management tools out there we personally use Asana you can use basecamp as well. We just WANNA have one source to everyone in what you want to have. The worst would be What I've seen in the past is agency uses all these different project management tools and there's no consistency right you wanna have consistency and you want to have people operating marching in the same direction number six google data studio, Google, data studios, a really simple tools like business intelligence until that ties in analytics. All the different data sources, Eric mentioned, super metric super metrics ties into data studios while. But the reason we love it as you can create your own custom designs in templates that when you're doing reporting fair clients, it can look and feel the way you want, and you can have different couplets based on different types of industries as you start scaling up, and then you can, of course, customize everything to each and every single account. So that way the analytics is much more actionable versus generic reports. Seven last but not least is. Zappia is workflow automation under a lot of people call Xabier. The founder will have you know that it's called Zap your workflow automation. What I mean by that, you're using a lot of different tools and so as an example, let's say we do this podcast it gets published I'll well, we want that to automatic a spreadsheet so we can happen for writers later to easily track you can do that. Using Zappia, never freedom option that you can just say, Hey, I want from RSS feed, which is as podcast to be able to push to Google sheet. You can do that, and then you can set other workflows on top of that, right I it to about
The Best B2B LinkedIn Marketing Strategies
"Welcome to another episode of Marketing School I'm Eric Su, and I'm meal and today we're GonNa talk about the best be to be linked in marketing strategy. So we're going to be talking about paid. We're going to be talking about organic as well. We're going to be talking about all the things you can do to grow on linked in. So go ahead the the first thing to is if you want organic and attended traffic start hosting carousels, carousels do extremely well where people can just keep clicking next next next next I believe yet to. Upload them into as a documentary on that PDF format do extremely well ton of us a lot of engagement lot of comments at help build appropriate that way when you want to get more customers, you'll more visibility. Yeah. One thing you can do just find a group of five friends that you're actually close what started group chat and when you post something posted in there and then people can go in and they can engage they can like and they can comment the initial bump that you get in the first hour or so that helps a. Lot. So usually I'll try to hit up when I actually do this try to hit five to ten people or so at boom that's night and day difference because what Lincoln's looking for is post like engagement. So they're gonNA show it more in the feet and I seen people amazing things with that without also says if you're posting something organically put the link in the first comet, don't put the link inside of the post because they don't like coming off the platform. So you know it gets a little dean on that. So put in the. Comment instead it with some engage initially link put in the comment and that will help you the other thing that you should have with Lincoln. The I found super effective with B2B is the I. Don't know if they still have this option of the last time I checked you can do the Lincoln auto fill. So when you're driving traffic from Lincoln, especially pay traffic some goes to your website. They can click a button to fill all their lead information. So they don't demand type it in that help conversions as well from what I tested. They still have that, and then the other thing too is this. This is kind of Ninja. If you post something does really well and you have a lot of people that are liking it that are a lot of them are second degree or third degree connections but let's this click flow write the software. So let's say we're trying to reach a lot of agency owners. Well, what what you can do is you can assign this to virtual assistant and then they will go through all the. And the look for whoever's qualified and the reach out to those people and say, Hey, because you know that they know you you reach out to them and say, Hey, you know who handles marketing on your team or who handles agencies under or whatever. Right whatever it is your product or service is because they've had that one touch point with already they're going to be more receptive to reach out. So you WanNa make sure you get that process down first and then handed off. To virtual system, though thing, you just group for your region and makeup like the North American group for Cmo's right and then you just invite all the CMO's and stuff like that. That's assuming you're targeting them. But you do that for sales executives whatever your target audiences and people not working in there. You believe relationship as a group owner you will also find his can generate you a lot of business overtime as well. The you gotTa have an energy and make the group. I would even go even more than that. I think if you're like a local local CMO group or in your area like you can control that area, you can be the main center of attention there or you can go North America I would try both the other thing is linked in has a feature. So you can make events and we tried this for this podcast is just we have so many other things to do. But when we did make this podcast, it's like making a Webinar and. You can invite all these other contacts to it. If you can just sign it to market measure on your team that would be great and meal you have anything else last but not lease start running Lincoln ads they're expensive but they work that's not really a tip that just something that's proven some of our best seeds come from. Lincoln. University manual outreach to either one works just considered running Lincoln ads. If you already haven't started, it's probably more expensive than traditional paper, but it's super more targeted qualify. If you know you're LTV, your lifetime value of a customer you know your numbers that can actually make it really easy. So you gotTa know your numbers first before you start running ads like this, and then is going to give you the confidence to allow you to scale.
Should You Go to War With a Larger Company
"Super committed to your success online. We've worked with them to a special offer just remarking school listeners. All you have to do is go to dream host dot com slash marking school to learn more and get your website online today. Welcome to another episode of Marketing School I'm Eric Su. And I'm Neil Patel and today we're GonNa talk about if you should go to war with a larger company. So let's give you some context here. Yesterday were recording this as of August Fourteenth Twenty, twenty fortnight decided to go all out. They basically added in that payments and gay people discount, and you're actually you're not allowed to do that inside of apples ego system or android ecosystem because they charge either apple charges thirty percent commission I believe for Android it's about twenty percent or so. So both android and apple kick them off the. But what happened was epic, which is the owner fortnight by the way to do seventeen, billion dollars a year I believe they had their lawyers ready to go. So everything was drafted out boom lawsuit and basically what happened next was they had the nineteen eighty-four spin spin on apple's nineteen eighty-four added where that person came out and she spun around and through this thing. At the big giant TV and so look they were totally prepared to take off the gloves ready to go crazy and so yeah, they're fighting this behemoth seventeen billion dollars is the David Goliath is, what's what's apple's market cap trillion right over one trillion they're actually me up closer to getting to too there you have it. So what are your thoughts on this? Neil? Look at today I believe you should do what's best for your customers and users, and if that means you have to fight someone didn't do it because whatever's the best experience for your customers, your users what benefits in the most is what's going to win in the long run? Even if that means, you're going to have a battle with a really large corporation. Yeah I, think you know most people that are not in text don't know about the base camp founders how they launched. Hey and the how they're fighting they were fighting apple I don't know what ended up happening with that. But this is a much bigger example because everyone knows what art is and for them to actually file a lawsuit and then go against them and create a really nice add as well. That shows that you know they are sick and tired of being charged. You know seemingly outrageous kind of race it's I actually think it's apples prerogative to charge whatever they want. To charge, you know you're you're free to come off the platform whatever. So we'll see how this plays out. You know I think it's good pr you know from a market perspective it's going to be good for epic fortnight to just be like Oh like, yes I'm was actually standing up to apple and you know they're going to be in the news for a little bit more, and so we'll see what happens there and they're also big enough where they potentially when while most people who are trying to mess around with apple are much smaller have the capital while fortnight has enough. Money, but in general speaking, you should do its best beer users, and if that means you fight against someone than Soviet, you're doing what's best and what's right and at the goal then go for it you may not win. There's no guarantee of that but you gotta do what's right for people. Yeah I mean the final thing I'll add is look the discount on a permanent discount, right so instead of paying seven dollars or sorry instead of paying ten dollars for to buy coins for for in game items, it's actually seven dollars. Now I believe eight dollars. That's a significant discount because. I. Remember back
What You Should Keep Doing as a Marketer
"Super committed to your success online. We've worked with them to a special offer just remarking school listeners all you have to do is go to dream host dot com slash marking school to learn more and get your website online today. Welcome to another episode of Marketing School I'm Eric Su and I'm Neil Patel and today we're GonNa talk about what you should keep doing as a marketer. So this is part three of our series start stop and keep again it's great exercise you can do with your leadership team. So I guess I'll START I what you should keep doing if your credit card so you should keep creating content and you should stay consistent because the content game usually I'm GonNa say I'm going to go a little further out two to three years to start to see good success with it too many people give up too. Early on it and once you're able to continue the consistency, you start to see success it's going to continue to compound and the beauty of it is your audience will get bigger and you don't have to put in a lot of additional work. In the next thing you should continually keep doing his whatever's working for. I. Don't know why. But what a lot of people do in marketing is this is working like adware marketing Seo. Law. Let's go vogue some more stuff you wanna focus on more stuff eventually expand, but you don't want a slowdown whatever's working for you want to double down on that stuff. And the other thing is, let's say you are a little more events and you have a couple of people reporting to you what you want to be doing. It's not just focused on the business goals, but what you should be doing is focused on the problems that your team is facing. So helping them with whatever blockers they have, because that's what your job is as a manager these people you have to help, support them and get their if they're failing it's. Your fault if they're failing and if they don't hit their goals, it comes back to you. It's still your fault. So we should do continue to do is continue to support your people and ultimately the easiest way to do that is just a continuing to care right the people that care your best marketers on your team will stay longer they're going to perform better, and it's just going to be a great work experience for them not motivated a up I think. In the past you know being direct and giving people the beat down all the time it doesn't work. It doesn't scale. So back to you, kneel. You should keep experimenting. What you'll find is even when something works for you right now, it may not work for you in the long run. For example, I used to do sign with Google on one of my earlier companies. Kiss Kiss metrics had a huge convergence like ninety plus percent, and then with crazy as we did, it grew conversions and then eventually years passed by and people had privacy insecurity concerns runs remove the signing with Google requirement are conversions went through the roof. Through the roof more like ten percent but it's still better than nothing and that's when we learned that you should enforce them. We give them the option and we bizarre conversions out that may or may not work for you. But the point I'm trying to make is just because something worked once it doesn't mean it's going to work for issue that keep. Experimenting and trying, and you've gotTA re experiment on the stuff that did produce fruitful results in the past because things change people get used things that it may not work as well and the future I think there's a quote here from injuries and Horowitz the venture firm strong views loosely held. I think it's really important to just to have a strong opinion on. Things. But if you see data that proves otherwise than just be willing to change your mind quickly, I think trying to have an ego in all of this it doesn't help for the long term I think the other thing I'll add to this is keeping in touch with people. So earlier talked about starting to network with people, meeting people but you. Just do a good job of every now and then circle back through hey, how're things going you know show a picture of her baby if you're neil or whatever like that helps emotion that helps you connect with people and I interviewed Jordan Harbinger of the Jordan Harbinger podcast he does really well for himself and you know he has a free networking course. Research Jordan Harbinger networking course it's really good east probably be charging for it but it literally tells you what to do like you know when you wake up in the morning you have these go to the bottom of your your message or your your text messages message people right and just figure out your own ways to keep in touch with people. We all have our own styles for me. I like to get a group of people together and maybe do zoom or do like a meet up if post covid but whole idea here is that you're keeping the motions going because of relationships go much further than just marketing but you know it's it's GonNa be good personal relationships and good good relationships. And, you should keep learning more whether it's from articles, networking events, conferences, virtual events looked the moment you
What You Should Start Doing as a Marketer
"To another episode of Marketing School? I'm Eric Su and I'm Neil Patel and today we're GonNa, talk about what you should start doing as a. so this is a three part series. So this is an exercise that you can do with your leadership team which I recommend every quarter. So it's called start stop keep. So you've got to reflect on the things that you should be starting stopping and and keep doing. So Neil, what do you think people should start doing as marketers? What they should start doing as a marketer as they should start going live once a week, it's a simple thing to do that. A lot of people aren't doing an essence is not even starting to go y once a week you should start testing new channels and new marketing tactics each week each month, the cadence can area depending on how big falling is how big your team is how much time you guys have. But if you don't constantly try new things, are you gonNA improve and that's a key it's all experimentation because what is working for you now may not work for you in the future and make it more competitive in saturated chances are it will so You got come to try new new things in the future Yup and you should also start sprouting your content. So example of this live video that we're doing right now also were recording all of these sessions and we can take this. Let's say it's ninety minutes or so, and we can take that chopped videos up put him onto youtube chop those up as well. Put him onto podcast or I guess you wouldn't shop them you move over the podcast because it's just you know video is instantly audio and then you have your writers pick out the top performer for each segment that you do and right along for peace and so what you're doing in essence is you're taking. One. Pillar peace and you're making your seed peace in your sprouting into all these other pieces of one piece can become twenty pieces, fifty pieces, one hundred percents, and the reason you might you might be wondering, why do I need to do that while the idea? Here's your making the most of the efforts that you're putting in because ultimately at least the social media side, what you're trying to do is you're trying to get more at-bats and you're trying to hit singles. You're not trying to hit home runs all the time, and sometimes one of these will blow up into something big but you just don't know what's going to blow. So you need to get more at bats. You're going for decent quality but more quantity. The another thing that I want you to do is continually you read all the marketing blogs. Frat Lisa hour week, it'll help gives you ideas of what's working was changing, what trends that you need to follow and what's going to be the next big thing in the future that you need to be prepared for like can have talked about this in the past voice search is huge leaving be bigger in the next three to five years but are you preparing for if you read all the marketing blogs, you'll know about these trends ahead of time. So that way you don't have to wait to the last minute and then start preparing. The other thing that you should start doing is build a peer group or join a peer group. So there's a lot of different peer groups out there. If you're an entrepreneur, there's visage, there's eeo there's wipe Yo, and even for the marketing school group, we have our, you know hit using the word mastermind I think neil look will come up with a better word in the future, but we have a mastermind it's it's have a live in live events. Come back. We're GONNA have all the people gathered together. Again, we have really smart people that we get to hang out with we have virtual as well and who idea behind this is. That you can expect to know everything just because you're the best market right now things changed. So quickly the platforms are shifting, you know who knows what's going to happen. You have four night fighting these wars against apple right now, and then you have the president might band Tiktok who knows what's GonNa. Happen right the key is you gotta stay ahead and oftentimes you don't know what you don't know and you just surround yourself with people doing amazing things and you are going to be cutting edge because they're going to share with you naturally because people wanna be sharing, they want to be helpful and they also WanNa look smart as well. This really for my, you don't need to do a ton but if you start off with that and combine it with everything else that you're already doing, you're going to be much better off the key is not to also drown yourself. The key is to always experiment learn try new things so that what you know where to focus your attention in the long run? Final thing. I'll say a my side is as a marketer or those of you that our founders that are listening to this I think just really anybody just taking some time out of your week to just blocks and time out and think Neil has talked about in the past I have talked about in the past. How sometimes? At least Fridays, this is only a phone call. I have today you try to keep your calendar empty and that way you can actually have time. You have some space to think about things. So all the information you're taking all the tests that you're running. If you don't take time to actually think and strategize on these, you aren't giving yourself the space to grow for the. Long term you need that thinking Taivon Super Inborn even if you can think for lockout time to think for an hour to two hours that's a good start and then as you get more and more time back, let's say you're hiring more people your team's helping you out. You're delegating things than you can expand that out and maybe make a day.
'False alarm' between T-Mobile and Verizon shows how competitive 5G battle is
"Hour always on culture now depends on a working grid not just of electricity but of telecommunications and an Internet that not only never goes down but constantly speeds up efficiency is our subconscious mantra and that may be a big reason behind the hot water. All three major wireless carriers are in Verizon at and T. and T. mobile have all been promoting their new five G. wireless services heard about that each wants you to believe that their service is the fastest the most reliable hands down the best. Here's one of Reisen ads from last year at Verizon building the most powerful five G. Experience for America. That's why the NFL. Chose Verizon because they need their massive capacity of five G. With Ultra wideband, we're streaming streaming posting fans inexperienced five. Thirteen trouble in most cases, those claims can't be proved, and so the courts have banned each of these rivals from boasting about their prowess and from implying that the others are the lightweights of the wireless world witness verizon the ad I just shared with you was set in Gillette Stadium, home of the new Patriots, the company stopped running that ad last November. But that didn't stop at and T. from challenging verizon's use of the phrase most powerful to the division, the Better Business Bureau that rules on deceptive advertising cases. Why did not call the phrase into question essentially because the carriers have hardly rolled five g. out anywhere yet so it's impossible to prove one carriers mostly non existent five G. implementation is better than others. There were also questions about whether the ad was implying that the rollout was far more widespread and available to the average consumer than it was in May. The Review Board called the national advertising. Division were in a D agreed with a t and t and told verizon to using the term verizon appealed early this month they lost the said essentially consumers have no idea what most powerful means in this context the claim could not be substantiated. One it comes to making false claims don't assume that verizon is the worst offender. nope. The Empty Braggadocio is a game played by the entire industry. Go back through years in you'll see that at and T. got trouble claiming that its current four G. Network was by virtue of being fast virtually identical to five G. It even used the phrase five G. EVOLUTION TO DESCRIBE ITS FOUR G service a consumer looking for the fastest cell service could hardly be blamed for assuming that meant, they'd be using a five G. Network. Three years later, most of US still use four g networks the told at and T. to stop using the deceptive evolution phrase. At and Later agreed, and then there's t mobile, which isn't exactly honest either in late August, the NASD toll, t mobile to stop claiming that it's five G. services more reliable than the others verizon had challenged that claim t mobile said, it will appeal that decision but the Advertising Review Board also recommended that t mobile needed to stop running ads in which science guy bill nye claim that verizon's five G. coverage was barely broader than the average bus stop bench that according to industry publication fierce wireless. With a widespread deployment of five G. still some time off in the future. Why would every major wireless carrier use such inflated claims in a Word Mindshare? They want to attract and retain you as a customer. Are you more likely to stay with your current mobile carrier? If you feel pretty sure that the company will soon offer blazing fast five g service. Well maybe it's all about perception perception of what's here today and better yet perception about a speedy powerful future. That's almost hear these kinds of empty claims have a long long history in the advertising world from Telco Tonics beauty items to baby products. Advertisers repeatedly tried to stake out the territory of a- best. And rivals almost always challenge those fluffy bordering on dishonest claims. So next time you see a company claiming to be the strongest most powerful fastest or the best ask yourself. Where's the evidence chances are? There isn't any.
How Many Marketing Emails Should You Send?
"Super committed to your success online. We've worked with them to a special offer just remarking school listeners. All you have to do is go to dream host dot com slash marking school to learn more and get your website online today. Welcome to another episode of marketing. School. I'm Eric Su I'm Neil and today we're gonNA talk about how many marketing emails should you set? So, how many emails do you send? Right now should week we send we have a digest email. So that's a bunch of different content and then we send a believed to more emails about three emails a week. We're very similar. So we have I send emails, every Tuesday and Saturday, and then I do drip sequence of the drift sequence has six or seven emails but once you're in the drift sequences spread over three days per email, and then once you get the six or seven emails, you just get the two per week. Yeah. But if you think about what Eric and I both do his, we don't send too many emails because we send too many emails you burn your list and the goal for us is we send as much high quality. Content has also instead of sending quantity and then. When we have something to sell will definitely push harder during those times been generally, we try to save our lists and only educate and set of promoting, and then we do our marketing, throw our content versus selling directly through email, and we try to limit it to few times a week I know some people like doing multiple times a day every day it's just too much and drowns people's inboxes. They don't open it, and then you kind of damage your reputation as well. I also think it's our personalities to were a little more prudent when it comes email and we know really. Good. Email marketers that sent a ton. They make a lot of money to make a killing from return investment is Great I. Think the School of we come from is just we want to continue to make long-term deposits to the bank and what we hardly ever withdraw, and so some people will say to you Neil I remember in the past would like Oh. My God neely is like not even using his list the right way or Blah Blah Blah. And you've got US comments people say, yeah, they'll tell me I'm not doing things the right way I don't email enough I don't monetize. And they're right and I'm okay with that. But funny enough the monetization comes back. It's it's the stuff that you don't see. Right it's not like it's not like Oh, here on coming up with a new launch. Here's my new launch. I'm launching a new course I'm like it's Just constant drip of content and Very hardly if people WANNA findings, they'll find it but funny enough it actually has led to more relationships. I would say, for Neil, which led more deals which are worth a lot more correct. It has. Yup. So I mean that the way it's it's look at it this way right if you look at, you know traders on wall. Street, they have a very it's a quarterly focus type of mindset. It's a short term mindset. You look at the Warren Buffett's of the world. It's a long-term mindset, the aim to buy companies and hold them for long term that's what you WANNA. Do you like you're looking you want to have a long-term mindset I think when you? Look at I think the affiliate marketers are really good at testing things but the the way they're driven is very based
As Skymiles Lose Relevance, Credit Card Companies Struggle to Spur Spending
"Remember vacations. Not, so long ago. The idea of getaway was enough to persuade customers to pledge loyalty to one credit card or another spend enough. They'd say in your credit card points could earn you a flight to a tropical beach, a posh hotel stay or an upgrade to a luxury class of travel. But Americans aren't hopping on planes very much these days and right now many countries won't even allow you as travelers to visit. So credit card companies are scrambling to come up with new relevant perks that will keep customers happy and justify any hefty annual fees. That might take some work while customers have been more satisfied with financial services like retail banking and mortgage lenders. Overall during the pandemic credit card satisfaction fell that's according to Jd power and associates a recent survey by consumer finance website value. Penguin found that more than forty percent of rewards. Cardholders surveyed have closed a credit card since the pandemic began another third considered it to prove their value to customers. Card issuers are making it easier to earn and redeem rewards at least temporarily, and they're focusing on the priorities that customers have now American Express executive scoured consumer data for insight into how membership rewards point redemption change during the pandemic customers began. Shopping for hairdryers and golf balls instead of hotels, airline tickets according to a report in the Wall Street Journal maybe because they had to do their own hair and we're looking for socially distant sports. One source speculated well in any event to adapt the card issuer created a range of new rewards in statement credits depending on the card you have you may get extra points for groceries, food delivery, and streaming wireless services. One card offers ten points per dollar spent at us, gas stations and restaurants. Another gives you credits were dell products at a free subscription to the meditation, APP, com both handy for adapting to the new work from home normal. Rival chase is the customers are more interested in cash back than travel rewards right now. So the bank is partnering with MasterCard to reissue its chase freedom card focus on cashback rewards starting. September. Fifteenth the new Chase Freedom Flex will offer a welcome bonus and has added three percent cashback allowances on pandemic friendly categories like meal delivery and drugstore purchases. Most other categories earn one percent cashback on its travel rewards card. The Sapphire reserve chases lowered its hefty five hundred, fifty dollar annual fee by one hundred dollars through the end of the year and Sapphire Reserve card holders can now use the cards. Annual three, hundred dollar credit to offset grocery and gas purchases. Instead of just on travel competitor AMEX was already slightly ahead of the curve in the wide variety of merchandise that can be redeemed for awards. points, and Amex rewards can also be used to pay for purchases on pay pal websites like Amazon best buy and Walmart all pandemic era staples but tweaks to programs may not be enough to keep customers using their plastic credit card debt recorded the steepest drop on record in the second quarter as consumers cut back on spending and you stimulus money to pay off debt the New York. Times reports. Shrinking Americans typical sky high debt seems to be a good thing but consumer spending fuels large part of the economy as economic uncertainty looms. It's unclear whether frugality is the new black or if the right rewards will coax consumers to pull out those platinum and Sapphire Blue Cards. Once. Again.
Whats the Easiest Way to Scale an Offer to Cold Traffic?
"Called Dream House Dream Hose powers the web with fast websites and superior customer service brought to you by team of web experts or super committed to your success online. We've worked with them to a special offer just remarking school listeners all you have to do is go to dream host dot com slash marking school to learn more and get your website online today. Welcome to another episode of Marketing School, on I'm Eric Su and I'm Neil. Patel and today we're GonNa talk about what's the easiest way to scale an offer to cold traffic? It's all. START I. Russia goes because you've been doing cold traffic really heavily right now with your agency as agency accelerator. Yeah. It's yeah. We'll just call it that. So cool. Once you break down. That, you found to scare offer to cold traffic I think by the way, this offer is more so of a Info, product or coaching program type of thing. So just keep in mind that's what I'm talking about. When I say offer in the scenario, what I've learned is that look there's a lot of people that share numbers we've had SAM. Evans speaking our mastermind does over thirty six, million dollars a year or so there's a lot of great people out there but the problem. With that is these people have established program. So I think the first thing you need to think about when you are trying to scale cold offer is you start baby steps first, right? There's a camp in affiliate were that's as much. Advertising can get as much learnings. I think you're starting out you don't want to lose your shirt what you're trying to do I is you WanNa make sure that your offer make sense okay. So I'M GONNA give a couple of things here so Your offer makes sense. Don't think about putting together the entire program initially think about what the bare minimum you can do. Maybe what you can do is you can push people from facebook or Youtube or whatever what I recommend is focusing on one channel I o let's just say facebook and and push them to a squeeze page or landing page right? You can use a software like unbalanced and you make page drive them they're collect the email. Address have a good bride there. So for example, I might say, Hey, you know for us, we're teaching you how to build a client acquisition system. Right? There's a couple of secrets we have for you. Okay. Just enter your email once they enter their email address then they'll get a video to get a value video for me an inside the valley video right after it says, you can book a phone call that's all you need to do. Right Now what you're trying to do here, this is a higher offer keep in mind this we're talking a couple thousand dollars plus and we're trying to get them to a phone call, right keep it very simple. Keep the funnel don't make it complex right and so what you WanNa do from that point is you just take a couple of phone calls you ask people hey, what are the problems that you're facing right now? What are you looking? For and that will help you continue to refine your off people in the very beginning they think they need to have everything set where you're looking to do. You're looking to continue to innovate and learn on your offer, and then once you know what people's objections are as you're talking to them on the phone, you can refine your messaging on the advertising side right so everything cut a place to each other. So what you WanNa do then is. Once. You know the objections your copy is going to speak to people. So I like thinking about one guy in our our mastermind his name is Kong and here is a company called jump cut and he does really good with advertising. So he says look if you're doing video ads of any type or if you're ready any, add it all you have to hook them in the very beginning so. Look people reading the time. There's if you're running offer especially for a coaching program, you're competing with really good people right you wanNA, Hook people. I. Look at what other people are doing look at what other types of ads hook you and save a bunch of those ads and you're just keeping trying to drive home here. Right now, announcing a lot of different things is you are trying to learn as much as you can. Then you're trying to iterating because a lot of people they'll just copy like for example, you will look at Sam copy funnel, but they don't know that he spent thousands and thousands of dollars, hundreds of thousands if not millions of dollars iterating on his funnel iterating on his. Offer iterating on copy and continually creating new copy new front and offers to his landing page continue rate that way right. So what I'm saying is constantly a work in progress and if you WANNA, make it work, drive them to a simple funnel I, get him on phone calls ask questions to them. This applies for SAS as while you want to. Ask you know be to be asked a lot of questions that will guide higher advertising should look and then guess what it's easy because you're reading people's mind at that point. So know I gave a lot of stuff neil, the clarifying questions on that no I'm going to give you guys a simplest way to skill offer to cold traffic. Don't warm up. The cold traffic verse my methodology is you go educational based content. You send cold traffic to the educational base
How can I find companies to sponsor my podcast?
"Hi, Chris this is rod from Omaha. And I've been listening to this show for over a year. Thanks for the helpful content. Planning to start a podcast and I want to do it seriously but maybe not professionally, but I want to plan well, then do everything I can to recruit inactive audience that will be attractive to sponsors. But what do I need to know in? How do I find those sponsors do I find them in advance or only after the audiences more established fact? Rogge what's up? Thank you so much for listening. Thanks for the question and I am excited about your podcast. Really glad to know that you're planning to take it seriously. You know not everything has to be professionally as you said, but to take it seriously, I think that is admirable. So let's talk a bit about sponsorship. Your question specifically is, what do you need to know? How do you find the sponsors? Do you find them in advance or later? So on that last point if it's important to have sponsors When the show launches most likely, you'll need to partner with a podcast network or distributor who will license and distribute your show. Now, this is changing by the month because I realized the follow up question is okay who are those people? Where do I find them while it's changing by the month? It's a very fast moving industry but a few well-known podcast networks at the moment include wondering Pushkin Industries, and cadence thirteen where side-hustle school has hosted. Now, in recent times, streaming services like spotify have also gotten in the game by producing and distributing their own podcast as well. Now, I just named a few of the bigger ones there, but there's also a lot of others as well. Assuming. You aren't going through a company like that, which is kind of like working with a traditional publisher for your book like there are pros and cons to it. So assuming you're not doing that, then you'll really need to focus more on building up your subscriber base before sponsors will be interested. And then once audience established. That's when you want to start looking for the sponsors a great place to start. Once you have a good number of downloads let's say five to ten thousand per episode more is Mid Roll. She can look at mid roll dot com they produce podcast of their own, but also sell ads on a commission basis for lots of other podcasts and as the other companies I mentioned mid roll is not the only option. So when you search fine podcast sponsors in Google or wherever you might find several other networks that do the same thing. Now lastly, in addition to those networks because let's say you're starting off and podcast is going well but you don't have really big numbers while you can still approach brands directly if there's companies that might be a good fit or you can invite them to approach you directly. So how do you do that? Well on your podcast website which you should have a website by the way include a prominent page called sponsor INFO or sponsor this podcast something like that. And I think if you don't have a ton of downloads, this is a good entry point because you can try to sell some other unique characteristic about your podcast. For example, it might be a small tight knit community that isn't ever going to have a huge listenership in terms of just the raw numbers, but this community is very loyal and it's in need of services that a sponsor could provide. So I've known a lot of smaller podcasters who have had. The same sponsor is often for years who have just really believed in in the podcast and they have kind of forced this good relationship between. The company, the PODCAST, her and the audience, and all without going through a network, which, of course, by nature and network is a middleman and there's commission involved and all that kind of stuff. So if you different options there, but I think overall whatever you do. The most important thing is building an audience like focus always on your audience focus on what can I do to create a great podcast? What can I do to provide valuable helpful content because that is the foundation for any relationship whether you're trying to work with a network trying to get your ad sold by distributor or trying to connect sponsors directly focused on your audience.
How To Create Your First Sales Funnel
"For those who are new to the term sales funnel a sales funnel is a process that takes your customer by the hand step-by-step giving them the right information and education to make the decision to buy every sales funnel ends with a sale. Hopefully, that's what you're looking for. You want the customer to actually by not everybody enters your cell phone was going to buy. But presenting the process is important so you can get buyers. Now the reason why it's called a funnel thing about a funnel that you use to change the oil in a car, it's quite wide of the top and he gets thinner at the bottom. So that means a lot of people be joining the funnel from the beginning but not so many will mend up buying and that's okay because it's a numbers game you WanNa make sure that you increase your percentages. So even if it's ten or fifteen percent of the people that join your funnel by that's a great percentage and it's a Formula You can use and optimize the best way for me to illustrate the effectiveness of a sales funnel is to describe what it's like not to have one without a cellphone just telling people to go to your website read the information. There may watch video or to and go ahead and buy. That's really it. It's one step go to the website buy that's like asking somebody to marry you on the first date it's not impossible they'll say yes but the likelihood is quite low. So instead we create a sales funnel a sales funnel has many steps and allows you to nurture your audience. And gradually seldom on why your products or services can help and benefit them and lead them to the sale. So what I want to do is to walk you through a very simple step-by-step sales of the you can build today with very little expertise with very little technical knowledge something that you can really just build out a weekend. Of course, you can buy a piece of software like click funnels or lead pages or Some other website builders that will build sales phones for you. You'll still need to modify them right the copy, all that kind of stuff so they can convert but I'm here to tell you that what I'm GonNa Explain today is actually quite easy and you may not need to invest in any new software. Your existing website might be able to do what I'm asking you to do today. So let's walk through the steps. The first step is we want to create a simple landing page, a landing pages basically, a page that somebody will go to and they only have one option, and that's to give their email address in exchange for something else there's no header menu meaning that they can go and see other things or leave the page. And pages actually maybe quite sure maybe very minimal scroll maybe no scroll. The players is that you offer somebody a compelling Freeman product in exchange for their email address. Your whole job here is just to collect the email so that you can leader give them more information and build our relationship and you know start communicating with them regularly. So step one is we're going to build a landing page. Maybe Sarah has this where. You just put an opt-in box so they can get their email address, the pointers that you want to make sure you're giving something of value. So if you tell people on Instagram, Hey, go to this page and you're gonNA get XYZ this XYZ needs to be something that people actually want whether it's a video course which I found really optimizes conversions really does well whether it's a PDF guide if the guy actually. Has Information that people really want. It's worth it. If it's just generic, they're not gonna like it whether it's access to the freemen version of your software whatever it is, you're giving them something of value for free Technically, it's not free because they're actually giving their email address which has access to their inbox, which is valuable to you. So let's make sure we give them something great in exchange. So in that landing. Page we're going to say, Hey, I'm gonNA give you this. All you do is sign up here you their name and email address, and the next step is you're going to, of course, link that landing page with your email marketing software, whatever email mark where you have this very simple whether it's convert or active campaigner infusion soft or mail chimp all or send him bluer. Any of those you can definitely uses just put that. Registration form that form the sign up form right on the landing page, and the next thing you're going to do is send them an email automatically when they sign up with email marketing software saying, hey, thanks for signing up. Here is what I promise with downloadable whether it's a link to the video you're talking about our PASIA has a video. Access to video access to your software that you're offering for free. Now, they're on the email list and you're done with step one of the sales funnel, which is a huge step, and this is really what you're trying to do here is get them on the list. With great value, of course, going to build on that value. So we're going to give him great value. We're going to build trust with that value, but it's not enough. We have to continue to build trust with the continue to add value. So we're going to build a sequence of events. We're going to write three additional emails to that you know value delivery that initial value delivery for the OPT in email. The second email is going to be very simple. You're going to share with them your number, one block poster most popular blog post. If you don't have the blog, your pop most popular Youtube Video, your most popular podcast episode, your most popular whatever. Even if it's a guest post that you wrote, give them something valuable content chew on again for free we're not asking for any sale right now we're not asking them to. Buy Anything we're not asking them to do anything. The point here is we want to continue to build on a relation, build trust and show them. Hey, I can really help you. Here's some great information. Now obviously want to share and give them things that are aligned with your products and services aligned with what they would be interested in buying with you later on. so that's email number two, email number three, a short email with the subject line quick question right and this email says, what are you currently struggling with when it comes x and X is? Your area of expertise health fitness business, whatever your business's about.
How to Schedule Your Time More Effectively
"Super committed to your success online. We've worked with them to a special offer just remarking school listeners. All you have to do is go to dream host dot com slash marking school to learn more and get your website online today. Welcome to another episode of Marketing School. I'm Eric Su and I'm Neil Patel and today we're GonNa talk about how to schedule your time more effectively. So I don't have tons of tips on this one. I know air probably does more than me but I'm GonNa give you the two tips that I do and then the rest is all eric. The first is I have assistant that helps me a law you can always hire. A virtual assistant, there's a lot of sites offer that, but that's one way. The other thing that I do is a checklist everything that needed accomplish during that day. Literally I have a checklist for each and every single day and I accomplish it. You don't go to sleep unless you convert your sick you better still combat ship before you go to see and you'll figure out how to get it done and then sometimes like. I want that extra time on. Monday to do x Y and Z, or want to take that vacation while if I had a checklist the next two weeks, which do because they start creating bands. Okay. If I want that vacation that time off I need to go and complete. Things. All those checklists of coming weeks. If we're GONNA, take that time off, and that's my way of just getting the most out of my time. The funny thing is even when you take the time off, you still have a new checklist. So we're. On vacation onboard. My wife loves sending places I and stuff like that, and I don't care for the sending places some psycho. Yeah you go on the beach and do what everyone and I'M GONNA. Go critic neutral rethink more work than. So similar I used to have a really long list as an early my career really long list of things I. Remember watching this video is like you know a lot of people have a lot of these TD's right STD's can mean different things but in this case is has shit to do so you don't WanNa do that 'cause the problem is if you do that, you don't have any priorities and so what I learned over the years this is very similar to kneel as well. I, have a checklist right in fact now have physical. A physical checklist. Now, where I write things usually I try to keep it to three main things i. get those things done like it's a good day. So that's up what I do and in front of me I, have my top goal for the year and I tried to center everything I do around those my checklist based on those. So I don't try to do all these other things because otherwise I'm like I really work on too many things and if I try to add all these, here's this other. Here's is like I'm always bringing. Neil are talking about these ideas all the time Oh what do you think about this? What do you think about this but that's too much. You have to be able to focus otherwise it gets crazy. So that's one piece I do definitely recommend in EA I actually use a service called belay solutions recommended by our mutual friend said I got this great year by the way most as don't work well with me I think difficult to work with but I remember that time we interviewed a all prisons. Amazing. You should hire them I'm like, no, thank you too expensive. Do you remember that? As like two years ago you're like I read this EA. They're awesome at. Yeah. Yeah. Yeah. I, was like one thank you. Two hundred grand super expensive and like no thank you. Don't, but it doesn't have to cost a lot of money to do the stuff that Eric and I are talking about even with the h you can get someone to help you out for like I. Kid you not like a few hundred bucks a month virtually. So there's couple services there's one called Shepherd support, shepherd, DOT com. So type in that and you can get they actually have a really. Good vetting process for Filipino, Vase and some people might complain about that. But there are some really good ones bolaise a little more expensive I think it goes up to forty or fifty bucks an hour but my ea comes military background. So she could take the heat when I bring the heat boom boom boom boom and she's like, yeah, give me more give me more. She gets stronger from it. Unlike, yes, exactly what I need. So you gotta think about your personality, they will help block time off for you. I think I still use my scheduling links. So you schedule once I don't know if you do this the old but I, think there's a season for things right there seasons where you try to keep your calendar completely empty and their seasons words like scheduled like crazy. So for me right? Now a Mondays, all my one on ones. All of I have themes, all ones, autism meetings those are Monday Tuesdays and Wednesdays are more free for Friday's like this. I have no meetings. The only meetings I do are what Neil like this fighters are all for strategic thinking time blocked out. So I can I have the space to think about things Neil how do you do you do know meetings right? Eddie meetings but not that many period like I just cut back on the meetings altogether and I realized like meetings are inefficient. Yeah. I just call I need something. Yeah. I'll be the first to say, yes, he does that the other thing too is instead of doing like forty five minute meetings thirty minute means cut it to fifteen minutes US county or whatever make default your fifteen minutes 'cause usually you'll find that you can fill that time quickly you drag it out to thirty and it's just like people start it's called
The Right Way (and the Wrong Way) to Ask for Reviews
"Welcome to another episode of Marketing School I'm Eric Su and I'm Neil Patel and today we're GonNa talk about the right way and the wrong way to ask for reviews. But first we're talking about asking for us what kind of websites are we referring to I'm assuming we're talking about YELP G to Capterra decides the websites. Well. First off it just hit me I. Think we're almost four years into this podcast. We are. Oh, we're almost at fifteen hundred. We are four years into it as of this recording. Right it's crazy. Thinking about that. All right. So the reason reviews are important is If you do reviews happy for your anniversary Yay. If you get reviews. See back in the day when Amazon was I doing e commerce people buying products on Amazon and then Jeff Basil's was like Yeah I want to let people review them why you WanNa let them review it. He's like whatever Chris the best experience is what's going to help me win in the long run. And that was right and then reviews weren't just used for e contract started being used for to be services software literally anything that you can think of. and. The reviews are effective is look as humans. We all make mistakes aren't perfect but ones if you when you spend your dollar or your pound or your ruby or whatever currency using. If you can make sure you're getting what you want, and that's what reviews do. They don't guarantee that you're getting what you spend your money on, but it increases the chances that you're getting what you want when you spend your money. Yup I'm just GonNa give some real life examples where I just remember I got a good experience or a bad experience I. Remember one time post made. Using deliver rouw whatever door dash, wherever you dear food deliver UBEREATS, whatever. So Post mates delivered something to me and the guy sent me this really long text afterwards like you know gas is really expensive and it's really hard to drive to you and all that and he's like, give me this entire story. I really appreciate if you leave a five star review and also give me a tip as well. It looked like it was a can message and it just was not a good experience. Afterwards, that is a wrong way. DASS reviews a right way I remember afterwards I bought a product and then there was a card it only asked for review but gave me something else as well. So it sort of is me to write through and say, Hey, no pressure at all. But if you leave a review, it'd be. Really. Helpful for us and just please be honest and also by the way, here's another bonus for you. So they didn't need to do that and it was really optional and they kept it lighthearted that actually may be wanting to do it because if you look at whatever have online yelp or whatever. I, usually don't write reviews but if I'm compelled to do it because I felt incentivize do it in essence is. Getting at is the right way is to help people and do what's best for them. You can always do the soft ass but the wrong way is bribery and saying, write a good review and I'll give you this and you see some companies doing that it's just not genuine and don't look at reviews as off I get more five star reviews than people are going to buy from me well, if you're faking. The reviews in your incentivizing people in the wrong way, what's going to happen is you'll get the high reviews temporarily but then event, you'll keep getting negative views as well or you want people to just leave real reviews and when the leave bad reviews figure out how you can improve your parked or experience or your service. So that way in the future people nationally way better reviews which will naturally increase your sales. You might as well ask for the real feedback can you give me some honest feedback whether it's to stars four stars, five stars whatever because it helps make you better what I found from one of my friends restaurants is that they're yelp just started exploiting with reviews because they just kept getting better and better and they kept driving an amazing experience. The food was amazing. Experience was amazing. Amazing to be there and boom. It was four and a half stars and hundreds of reviews right if you can do that cut into what Neil was saying earlier with Jeff, bezos obsess over the customer and you drive a good experience you're for sure gonNA. Get Good Reviews
Tyler Jordan On How To Advertise In A Down Market
"Today's guest teacher Tyler Jordan is the founder of Jordan digital marketing and he's been helping entrepreneurs get out there for years. His Digital Marketing Agency is focused on getting people, new clients, new leads through Google ads, facebook ads, Lincoln, facebook Instagram, you name it. This is why I'm so excited to have him here today as a guest teacher because we're GONNA get some. Free Consulting. This is a really good lesson on the importance of paid advertising right now in growing your business. Even if you have a small budget that small budget can go a long way right now and you should not miss this opportunity tyler Jordan's GonNa, teach you pass it onto him. Now, we'll be back with my takeaways to wrap up the episode, but for now, takeaway? Tyler Everyone, this is tyler. Over Jordan digital marketing. We've put together a six point plan for how to run paid acquisition marketing. Even in the midst of pandemic, the world has profoundly changed over the last two months. People are staying home at a drastically higher rate even as things start to open up even with restrictions being lifted fewer people are going to go out pure people are going to restaurants a lot fewer people are going to be commuting twitter square are two of the biggest companies to announce new work from home policies that. Allow people to work from home indefinitely in a recent Gallup poll more than fifty percent of Americans said they'd like to continue to work from home even after the restrictions are lifted, that means fewer people commuting, which means fewer people listening to radio listening to streaming services, seeing billboards or out of home media. So outdoor marketing opportunities have all but dried up, but it also means that there's a ton more people sitting in their houses searching and scrolling all day long in front of their computers. This leaves a huge opportunity for those who. Are Willing to take it. We've seen massive pullbacks and marking spin, but the people who have stayed the course with their digital spend are seeing major benefits. We've put together a six point plan to explain how you can restart or improve on your current paid marketing strategies. The first point businesses down right now, but it's not going to be gone forever this also down for everyone a lot of people have pulled spin really dramatically if you have the money to continue advertising, this is the time for you to take over your space. Even if your product is dependent on people being out and about you can spend this time to position yourself for the rebound when business comes back those who spend the time and money to stay in front of people right now will continue to be in their consideration set those who poll their marketing will be lost and forgotten, and right now CPM's CPC's are at all time lows in March. The average see pm in the United States fellow three dollars for the first time in two years and the lowest amount globally ever they've increased. About four dollars since then but that's still thirty percent cheaper than what they were towards the end of February. The second point think about the channels you running billboard. Or dead print is struggling in has been struggling for a while TV is hot right now because everybody's took it home and digital is is pure fire right now even as things open up their millions of more people staying home and scrolling their timelines searching from their phones than normal, we're getting finally to see the true capability of the Internet during his time, which is weirdly exciting. NETFLIX's who lives social feeds and Youtube are quickly becoming the go-to entertainment sources for the vast majority of America. If your business typically relies on out of home media or events, look into Ott, youtube bands, and think about runs video on facebook. The third point we'd like to make is think about Tom don't forget the situation that people are facing right now but also try not to be overly cliche. The number of companies that are talking about navigating these uncertain times ridden risen by an astronomical amount you need to care and be mindful of the situation, but don't default to being too scared to have a real message. Make sure you're still telling people who you are and what you do if you can share the story of how your business is helping in the. Current situation or how the company is making changes to ensure that things remain safe when life goes back to normal the goal here is to remain top of mind for your ideal customer segment because if you don't someone else will we have an education based client advertising Kobe coming resources guide as a way to fill the top of the funnel for when their program starts. Gets back to normal. They're gonNA have thousands of new leads in their crm that they can go and attack right away they in cost relieves right now dropped to less than half of their normal rate, and while they're not converting any users right now, they're perfectly set up for the rebound. The fourth point, the noise has been cleared out. CPM's are lower than ever, but that's because no one else has advertising. So that means you have an opportunity to own the conversation personally I've only seen masterclass ads on youtube for like the last two months and I, actually finally just signed up to learn how to cook Mexican food. David able to own the airwaves because so many people have been scared and pulled out of the market. We've seen this sort of result, a lot of times from companies that we work with two. We've seen one of our fintech clients had a sixty five percent increase in conversions with only a thirty, five percent increase in spend on their top competitor campaigns during lockdown their competition pulled back and they stayed strong and stay true to their paid strategy, and they're reaping the benefits for another client of ours has been able to see a sixty one point five percent jump in numbering conversions even after social distancing quarantining started to happen, they've only increased spend about forty six percent. Outside jump in nombre and conversions, versus the spend they put forward simply because there's fewer people in the space another client was able to see a sixty one percents jump in non brand conversions after stay home orders and social distancing. They've only put together a forty five percent increase in spencer seeing outside his jump in overall conversions. The benefit here is that the audience that you're getting in front of right now is one that has more time on his hand and his testing out more tools during their downtime. So people who are getting in front of them are having an opportunity to get leads that maybe wouldn't be so to jump on a demo or get on a call with you. But if you're able to continue to spend that money and own your niche, you have a really unique opportunity to get in front of more of the right people and it might not pay off right now but it will pay off when business starts to get back to normal. And this brings us to our fifth point people are shopping around dramatically more people have more time on their hands. Money needs a stretch further. So people are taking the time to test out multiple different tools whereas they used to just focus in on one and do the easiest thing we're seeing a lot of people sign up for leads, download content and request demos in the SAS face embedded these space, and it's our job to go capture that interest. We're also seeing a lot of people buying a lot more on e commerce sites because they're stuck at home and they need fix their shopping addiction anyway. So we're seeing a lot of huge increases in ECON sector as well. If you're running an ECOMMERCE site, the best place for you to go and find that traffic and convert those users is GonNa be through digital through search social and display. So make sure that you're getting out there in front of people with the right message and using right audience the sixth and. Final point is one that we harp on regularly all of our audits and that's you need to speak to people at different stages of the funnel. Differently this is important at all times the year but especially right now, make sure that you're using the right tone to introduce yourself to new customers be a little bit more mindful of the situation those interactions but once you've introduced yourself, make sure that you let them know why you're different and why they should go with you over the other companies are shopping around with. Once they become accustomed to make sure that you asked her promote you to their friends. One of the big ways that people find business normally is they ask their friends recommendations. So if you can facilitate that with paid marketing that'll put you in a position right now with all your new customers that you bring in today to really allow that to snowball on top of itself. Once the economy starts and things start to get back to normal.
How To Advertise In A Down Market
"Everyone, this is tyler. Over Jordan digital marketing. We've put together a six point plan for how to run paid acquisition marketing. Even in the midst of pandemic, the world has profoundly changed over the last two months. People are staying home at a drastically higher rate even as things start to open up even with restrictions being lifted fewer people are going to go out pure people are going to restaurants a lot fewer people are going to be commuting twitter square are two of the biggest companies to announce new work from home policies that. Allow people to work from home indefinitely in a recent Gallup poll more than fifty percent of Americans said they'd like to continue to work from home even after the restrictions are lifted, that means fewer people commuting, which means fewer people listening to radio listening to streaming services, seeing billboards or out of home media. So outdoor marketing opportunities have all but dried up, but it also means that there's a ton more people sitting in their houses searching and scrolling all day long in front of their computers. This leaves a huge opportunity for those who. Are Willing to take it. We've seen massive pullbacks and marking spin, but the people who have stayed the course with their digital spend are seeing major benefits. We've put together a six point plan to explain how you can restart or improve on your current paid marketing strategies. The first point businesses down right now, but it's not going to be gone forever this also down for everyone a lot of people have pulled spin really dramatically if you have the money to continue advertising, this is the time for you to take over your space. Even if your product is dependent on people being out and about you can spend this time to position yourself for the rebound when business comes back those who spend the time and money to stay in front of people right now will continue to be in their consideration set those who poll their marketing will be lost and forgotten, and right now CPM's CPC's are at all time lows in March. The average see pm in the United States fellow three dollars for the first time in two years and the lowest amount globally ever they've increased. About four dollars since then but that's still thirty percent cheaper than what they were towards the end of February. The second point think about the channels you running billboard. Or dead print is struggling in has been struggling for a while TV is hot right now because everybody's took it home and digital is is pure fire right now even as things open up their millions of more people staying home and scrolling their timelines searching from their phones than normal, we're getting finally to see the true capability of the Internet during his time, which is weirdly exciting. NETFLIX's who lives social feeds and Youtube are quickly becoming the go-to entertainment sources for the vast majority of America. If your business typically relies on out of home media or events, look into Ott, youtube bands, and think about runs video on facebook. The third point we'd like to make is think about Tom don't forget the situation that people are facing right now but also try not to be overly cliche. The number of companies that are talking about navigating these uncertain times ridden risen by an astronomical amount you need to care and be mindful of the situation, but don't default to being too scared to have a real message. Make sure you're still telling people who you are and what you do if you can share the story of how your business is helping in the. Current situation or how the company is making changes to ensure that things remain safe when life goes back to normal the goal here is to remain top of mind for your ideal customer segment because if you don't someone else will we have an education based client advertising Kobe coming resources guide as a way to fill the top of the funnel for when their program starts. Gets back to normal. They're gonNA have thousands of new leads in their crm that they can go and attack right away they in cost relieves right now dropped to less than half of their normal rate, and while they're not converting any users right now, they're perfectly set up for the rebound. The fourth point, the noise has been cleared out. CPM's are lower than ever, but that's because no one else has advertising. So that means you have an opportunity to own the conversation personally I've only seen masterclass ads on youtube for like the last two months and I, actually finally just signed up to learn how to cook Mexican food. David able to own the airwaves because so many people have been scared and pulled out of the market. We've seen this sort of result, a lot of times from companies that we work with two. We've seen one of our fintech clients had a sixty five percent increase in conversions with only a thirty, five percent increase in spend on their top competitor campaigns during lockdown their competition pulled back and they stayed strong and stay true to their paid strategy, and they're reaping the benefits for another client of ours has been able to see a sixty one point five percent jump in numbering conversions even after social distancing quarantining started to happen,
Are you making it hard for your customers to spend more money?
"Customers that have already paid you money or the most likely people to pay you again more than new customers. Actually they are ready have gotten something of value from you. They can trust you they're going to want more so if you can offer more. To make it easy for them to buy the relationship with your customer is a value exchange you are giving them value. They're happy with that value and therefore they pay you money. If it's a win, they're gonNA WANNA do it again. So what I want you to do spend some time this week to take a look at the process from a customer's point of view of coming to your website, coming to your business and trying to make another purchase whether you're e commerce store whether you're a SAS business whether you're buying an online course do they have to? Go through hoops I want you to actually do it. I. Want you actually pretend you're current customer and even if it means you buying your own product, go through the checkout process, you might want to you know give yourself a coupon code to get You know one hundred percent off. But the point here is that you want to check out as a customer go through that process and then go ahead and try to buy again. Do they have to do the same things over the enter the credit card information all over again they're billing information their preferences. Their sizes if you're ordering for close if it's a service, do they need to fill out the entry form or the on boarding form all over again anything a customer does once they should not have to do over and over again you wanNA simplify and streamline this process. In fact, you want to be so easy to use that need to do is click on a button on an email you send them say hey, I have this offer click on this bun they look at that page they click a one bun and they check out this makes it Very, simple if you have a site that is membership base, basically they log in with their credentials. So inside everything is secure and on the back end, you can charge them automatically because you've charged them. Already we wanted to do is compare your business, your website, your whole process to a business you really love doing business with as a customer, right so if you love buying things off, Amazon than take a look at what the steps are as a returning customer, you like buying eyeglasses from worry Parker same thing personally I shop around the APP Sumo Alah. New, startup kind of products and I come back again and again what I love about that process is I save time I just signed into my account. It's very simple to buy a new product and I can see all my old products in my account easily. So I can kind of see an access. So some of those things I've done in the past. Now this is someone who willfully coming back to your site to buy something, but if they're. Already or they have an account or your software company and they're inside their account are you making it easy for them to understand what they're missing out on you need to make sure they understand that there are other things they can spend their money on some people want to spend money. A lot of people wanna buy things that's going to benefit them. But if you're not making it easy for them to see the value offer, then you're just not gonNA get the sale for example, if somebody hits a certain tier in. Your Business are they warned are they told to upgrade at the time? So they can get more benefits that they can not be held back. I've seen this with coaching where People Do Group coaching the do maybe to webinars a month, the email, the people that attend both webinars and say, Hey, this is awesome that you're you're joining the Group Coaching we have dedicated coaching and a private facebook group. You could be a part of if you move up and tear in the coaching program people that use your products and services. Want more. These are the people you need to sell to not the people that are dormant people that have been using your product or service. These people are sold they're getting a benefit and they will pay for more. So you have to actively expose your customers to what they're missing and how they can pay you more money how thick can get more from you and get more value. You have to be proactive and not reactionary a lot of people. They only send out a, you know a campaign on email once A. Month telling about their sales or maybe telling about a promotion they're doing and they just hope people will upgrade at that time. Maybe see that email at that time maybe they're busy maybe they're they're not really add up to date on their inbox as somebody else handles your inbox versus actually reaching out based on actions actually sending them a message inside their account. Some people even do this with customer support they reach out to customers the email support or child support frequently, and they say, Hey, I noticed that you utilize support what. Would you like to get premium support for ten dollars extra a month. This means that you'll have a lower wait time and maybe like twenty four, seven support whatever that program support includes. The point here is that they are utilizing the fact that they like this action they like doing this they're utilizing this part of your service and they'll probably GonNa want something more than a utilize their liking that for example, I love Youtube I watch you two more than I, watch any other medium. So when Youtube? Noticed that I watch a lot of youtube they promoted to me. They sent me an email. They also sent me a little message on the APP Why don't you upgrade to a youtube premium and you'll never have to see ads you get exclusive content you get access to music to me who is a no brainer yeah, this awesome I don't. WanNa see ads more youtube I watched enough you to for this to be worth it, and therefore they got money from me. You might be saying, well, you were not a customer yet I was by watching ads high was making the money but I make more money with youtube premium
Why SEO is Still Our #1 Marketing Strategy in 2020
"Super committed to your success online. We've worked with them to a special offer just remarking school listeners. All you have to do is go to dream host dot com slash marking school to learn more and get your website online today. Welcome to another episode of Marketing School I'm Eric. Su and I'm Neil Patel and today we're GONNA. Talk about why Seo is still our number one marketing strategy in two thousand twenty. So meal how long have you been doing Seo for? Too Long I don't even know how long maybe sixteen to eighteen years somewhere around that range of guessing sixteen to eighteen years. Okay. So for me, it's probably coming up on ten years or so. So I'll answer question afterwards wide you still like Seo wise it still your number one strategy although s does take effort cost more than it used to write you could get rankings with very little effort or very little human capital. So in essence you're still spending money because it's time. In the long run, it's still one of the cheapest tropics that I found. It's consistent and whether you have a good month that business or badminton business, you afford keep getting that traffic see like when things like Kobe hit a lot of people had a turn paid ads because even though as we're making money. Just if not everyone's buying or things go wrong you gotta save cash wherever you can. Seo You don't have to turn it off. You can pause your campaigns, but you're still getting that traffic and that's a beautiful part. I think the reason why it's still mine number one marketing strategy is because I think in the early days of my career I wanted the newest tactics I wanted to move very quickly. Go go go and then I realized that what I'm really good at is the long term stuff I I realized that when you have a long term outlook on things you look at Warren Buffett is just they like to buy and hold things typically you're not buying stock to sell. So the way I look at s Yo single rains a good example of this when I first. Came into the company, we're getting like two to three thousand visits month. Now we're we're getting decent traffic upwards of about three, hundred thousand or so Neil. Neil gets couple million, right but I think the point I'm trying to make it compounds and it is the gift that keeps on giving yes. You have to continue to feed the beast, but it's cost efficient, and once you have that foundation that bedrock you can start to build out the other channels but you build around that. So I. Just look at it as business investment not so much as just a marketing strategy. Look at the end of the day, as long as you can end up. Providing a ton of value, you'll get the traffic and when times are tough, you can pause things. Things is. You still have your Seo if you don't have as many people working on or you're not producing as much contact, you'll still get the traffic again I don't know any other channel that's like a social media's quick bursts Seo. You can sustain it. You don't get that quick bursts at the beginning, but long instead he really or slow. Really does win the race in paid. You spend, you get the trap you saw up spending, you get less traffic or pretty much no traffic when it comes to paid net paid convert better but you gotta keep paying for it and I don't know of any other topics out there other than SEO that keeps producing constant quality traffic that drive conversions, and it has the highest Roi from anything else that I've ever passed it. I think some of the. Smartest entrepreneurs I know I speak for you to kneel. It's they understand not only just business, but they understand as he even if you get a cursory understanding of SEO, you have an unfair advantage I think they said Microsoft said as is GonNa. Be One of the top skills if not be top skills in demand in the next ten years or so search will always be there as long as people are looking for things search will be there S. You will always be there and so the other thing with Seo is think about it this way, there's an arbitrage opportunity with. So once you start to build up a good domain authority, you can use a draft you can use sem rush whatever uber suggests you. You have a certain score. Your site is seen as an authority and there's other sites out there were previously they might have been like might have just sold education products and now they've become. Affiliate blogs right and you start to rain for whatever in that Niche whatever you publish tends to rake, and so you have an opportunity to
How to 10x Conversions on Your Order Form
"Super committed to your success online. We've worked with them to a special offer just remarking school listeners. All you have to do is go to dream host dot com slash marking school to learn more and get your website online today. Welcome to another episode of Marketing School. I'm Eric Su and I'm Neil Patel and today or go to talk about how to ten x conversions on your order form. So what do we mean by order for him first and foremost Neil order form sting bite your checkout process whether you're selling ecommerce products or even assassin description it doesn't matter what you're selling your order form isn't where someone Azam's their car or picks a plan if you're in software it's more. So they're on the page where they're putting in their credit card details that paid they're clicking charge me or start my free trial or that page when they're cooking on complete order a complete checkout whatever it may be that's. What we mean by order form. So the first recommendation I have for you, I had a guy on the podcast last week. His name is guy has is his guy. He runs a company called Intel Mayes and he was just telling me across his platform, their personalization platform. They do a lot more than that but overall forty, six percent lift in conversions and what they do. For example, let's say you're trying to buy a dress and Yulon order form. So for example, let's Neil. Nine both women. All right. Maybe I'm Chinese and they think I like red dresses or whatever I just making things up right now but the keeping this at your persona and they'll be like, hey, that. Just looks really good on you or maybe that just looks beautiful on your right little language like that I'm making it super simple right now but they can hyper optimized for each person. The key takeaway here's you need US televised. That's an extreme example where if you have a lot of money you spend on that but if you're able to personalise on the order form, you are able to lift conversions even a little bit. I'm just giving an extreme example and then the other thing you can do all the little small tweaks from testimonials to having logos to testing the copy like start my free trial or anything benefit based like if I sell a premium version uber suggests. I. May End up trying out call to actions I get started or more. So related to the product like grow my traffic or boost my rankings, things like that. So little tweaks what you'll end up finding as they can really drastically make a big difference in your conversions if you add them up and those on the free trial badges, money back guarantee badges if you add a lot of them up and you can check out just look at the big companies that have checkout pages or order forms look at some of the things that they include you get ideas from there. You can also get a lot of ideas from conversion accelerate the excel dot com as well as conversion rate experts. And one other thing you can do, you can use a tool like often monster you can put an exit pop up on the order form page. So if they're about to abandoned while you might as well try to pick that abandoned up because they're about to leave. So simple enough to do one key thing is I think with a lot of pages you start to see a lot of bloat on one sites 'cause you're listening. To this podcast, we're always talking about new tools and a lot of these tools require you to add pixels of the site but that bogs down you want to make sure your checkout page is not bogging people down as if it's really slow as bad experience for people, they are gonNA leave just because you have all the bells and whistles it's good for you but not necessarily good for conversions at the end of the day. And look at your competitor is the ones that are also begging that'll give ideas of what's working for them on their order foams. Well, yeah. Just to go a little deeper on the conversion xl recommendation for Neil. So they actually have a lot of examples of order
Whats Working Right Now with YouTube SEO
"Super committed to your success online. We've worked with them to a special offer just remarking school listeners. All you have to do is go to dream host dot com slash marking school to learn more and get your website online today. Welcome to another episode of Marketing School I'm Eric Su and I'm Neil Patel and today we are going to talk about what is working right now with Youtube. Seo. So just F- I just reminded for everyone youtube is still the second largest search engine in the world. Again, it's owned by Google. So Neil, what is working right now 'cause with Youtube you've got what about seven hundred thousand subscribers right now. The biggest thing that I found that works with Youtube. Seo like everyone talks about the key words you need to put the keywords in your title you need have attractive thumbnails for CTR's, and that's all the stuff that everyone's doing. It's just like traditional Seo right you know this better than anyone else everyone can modify their Meta tags everyone can create content that's ten minutes long or everyone can write two, thousand, four blog posts but the big trick that I found that really boost your ranking see youtube opposite attritional Google. Seo which traditional Google, CIO, slow, and steady wins the race in Youtube, Seo whoever does really well in the first twenty, four hours of the video being released tends to win the race and you can get your rank is literally the day you pop up the video doesn't have to take months even for competitive terms, it literally be days. The real question is, how hard can you push the video in the first twenty four hours and what I mean by that is, can you do email blasts, push notification blasts and? FACEBOOK MESSENGER blasts, text blasts, anything. You can't get views in the first twenty, four hours. If you get a lot of traction in those views watched the video, they watch other videos on Youtube Bay comment because they liked the video will find is the video starts ranking really high. Yeah. If you think about it I, mean these social media tools are all created by human beings. Right. How do these algorithms work? If you think about Lincoln if I post something Lincoln or someone's share something with me, they're always sharing with. The bunch of people want a bunch of people to like it. They want a bunch of your comment. They want a ton of engagement initially, right? That's what these algorithms looking for. They're looking for the initial rush. So you're lucky enough you're fortunate enough to have audiences across the MLS. If you have push notifications to Neil's point earlier, that's good for you. Now here's the flipside tonight. Love you might be saying, well, what have we don't have an audience while I just spoke to a guy yesterday new you should definitely check. Out This podcast I think you would enjoy it. My spoke to a guy named George Gammon very successful entrepreneur was doing like twenty four million bucks a year in the retired bought of a bunch of real estate and now moved Medellin Colombia. Now in St Bart's but points this he does a really good job of teaching macroeconomics and Learning Economics in college all I did was I went to distinct called the ECON- tutor and he just gave the answers and we all copy the answers and we went into class and We all got a beep is hilarious. My point is I didn't understand much about economics, and then now I'm realizing the current climate, you have to have a really strong understanding of macroeconomic. So this guy went, he's youtube channel. This guy's audience at all from two hundred subscribers is at one, hundred, sixty, five, thousand subscribers now he did it all organically why is he so successful? It's because his level of content nobody's doing anything like that right now nobody's breaking down macroeconomic and making it super simple. It's always like three. Simple steps, right. That's what he does is topics are really good. It's not like he has amazing headlines All the time, and then I found out from yesterday he's like, yeah, I spent about twelve hours on each food. I'm not saying you need to spend twelve hours on each video but the level of your content if you can touch upon things that are hot and explained in a simple way, it becomes very easy to share I learned of him to Robert Q sake the guy that wrote rich Dad Poor Dad. and. Boom Robert Gates money channel boom thirty five thousand subscribers instantly, right. So point is if you don't have an audience, yes, you might have to slog it out a little bit what look this guy went from two hundred to one
Why You Need to Optimize Your Content for Search Intent
"Welcome to another episode of Marketing School I'm Eric Su and I'm Neil Patel and today we're GonNa talk about why you should optimize your content I search intent. What do we mean my search intent Neil So when people search for something a lot of times there's intent behind and what we mean by intent is i. Someone could be looking to buy a laptop fixed their phone. Those are all intent base searches. You don't want content that just ranks out there on. Google. For random things that could just be information all that don't have any intent behind because the moment you lack in tat, you'll see tons of traffic that don't convert into leads sales or anything like that. Yeah. So if you think about it, let's just take our agency websites as an example. So you know at the higher end of the funnel, what we're basically teaching people right like Oh. What is a marketing funnel? What is digital marketing? What is SEO, and we might bring in a lot of traffic from the top of the funnel but the intent there is people are just trying to learn they're trying to educate themselves. They're not necessarily looking to take action. Now, maybe closer to the, you have top of the funnel of middle of the funnel, and then you have bottom of the funnel bottom of the funnel might be taught. Digital Marketing Agency right in that scenario that person's probably looking for top digital marketing agency they want to take an action. Right. They're doing research probably further in the research versus like another query or if you think about ECOMMERCE I, might be looking for you know instead of saying what are the best basketball shoes I might be looking for top reviewed basketball shoes. So the intent there is different. So you got to think about like if you're creating content you create for top of the funnel but you got to think about the whole enchilada and think about how things flow. So you can drive more conversions that will affect your bottom line. And from all types of different keywords that you can go after ones that have by related words in there like by or cheap or affordable, or discounts or coupons, they tend to come while the other types of keywords that convert while is comparison keywords like male versus convert kit, right so people are looking at brand names, and if you have content that describes the differences, there's a lot of intent there and you could potentially get sign ups as well. So when you're doing your cured research, don't just look for what has a lot of traffic look for Cubans. Have High CBC because WanNa have high CBC, tend to convert more visitors into buyers and also look for keywords that are. Very specific when it comes to evaluating a proctor service or buying like mentioned top X Y and Z or X. Y and Z, brand name review right or competitor one against competitor to those are all examples of tears that have high intent and when you look at these keywords whether it's top of funnel middle, center or bottom on all and I know I've been focusing more on bottom of funnel. You need to make sure that your content goes over all those things like it's reviews you better have a lot of reviews from other people whether it's video tax. If it's brand comparisons, you better have a table the outlines what is your brand offers competitors and white people should choose you. The final thing I'll add for my side is used tools like uber suggest, and you can basically look at what keywords your competitors are optimizing for. The other thing I'll do too is I think over suggests can do this as well. You look they're paid ads, what they're bidding on. Okay. So youtubers digest and look at what they're actually bidding on because what they're bidding on historically does keyword probably convert. Well, if they don't have a high volume and they keep bidding on it over extended time period that means it's probably working or they're stupid which I. Guess You shouldn't be looking at your competitive stupid. But assumed that they're not stupid or I assume that they're not gonNA, burn the money in it not worth, right? Yeah. Then that's your research right there. You don't need to try to figure everything out from scratch
5 Reasons Why Your YouTube Ads Arent Converting
"Committed to your success online. We've worked with them to a special offer just remarking school listeners. All you have to do is go to dream host dot com slash marking school to learn more and get your website online today. Welcome to another episode of Marketing School. I'm Eric Zoo and I'm Neil Patel and today we're GonNa talk about five reasons why your youtube ads are not converting. So I guess I can start I but we should talk about the potential of Youtube ads i. a lot of people are using facebook right now and in my mind facebook ads are simpler to get started youtube ads are harder to get started but they are in essence more scalable because you could turn it off and on. And you can jack up the budget quickly facebook you can't just say I, WanNa ten X, my budget the next day. So Youtube has a lot of potential. It is the second largest search engine in the world. The first thing I'll say is when people are making their youtube ads, they're not thinking about their hook. So the hook is to pattern interrupt. Imagine someone's trying to watch a video right now but if you get interrupt them and stop them from what they're doing, you've got. something. Great. Right. So you've gotta constantly think about how can you create a great hook and will stop them and then you can jump into whatever it is that you're offering and then get them to click and take the next action. So the hook is the first thing I'll say the other thing to keep in mind when you're running youtube ads and this is a really easy way to get out to convert better most people look at cold chopping and trying to drive him through. Wanting to attest how is remark, your traffic everyone who visits checkout page by page but doesn't by Schulman video of what it's like to be a customer use the opposite pitch. If you're pitching your website was logical use emotional pitch in the video emotional on your website use a logical pitch within the video you're doing the opposite and in general, you'll see a lot of sales from that out of all the ad types that I've tested on Youtube that tends to produce the most Roi. All right number three is kind of similar to what else saying with the hook. That's not just because you create one good hook it might go away in two weeks. Three weeks you have to keep going on the hooks. So you have to keep experimenting if you open facebook Ad Library and on talking about facebook right now. But if you look what we're also Brunson's doing or you can use a tool like beat to see how people are running on Google display or youtube, you can actually see he's cranking out so much new creative all the time. The creative is huge so just because you're done. With one, you have to continue to have a process to experiment more otherwise people get blindness to get sick of your ads quickly, and you have to constantly innovate on that the greatest most important thing, and obviously we're taught to Badger No. So keep experimenting with crafts and then number four on my an. If you'RE GONNA running youtube ads, you'll also find a lot of industries you won't be able to run ads to what I would recommend doing is collect emails from Youtube. It's a really effective approach. I'm not talking about the Webinar stuff I'm talking about straight up, you can collect emails within your youtube. It's high converting, and then from there, you can sell them over email or webinars. All right. Last one from my side is check out the book breakthrough advertising. You can actually buy it for about one hundred, twenty, five dollars online right now someone has the rights to that I was talking to Craig clements the other day and he was like, yeah, some about. The rights that so get that book breakthrough advertising. There's a framework within that book. When you think about the customer journey, there are five things that happen people are unaware initially, and then they become problem aware and then they become aware of your solution and then they become aware of the deal you house. So Unaware Promo where solution where your solution aware and. Then the deal and we actually got this from a digital marketer use that
Why You Shouldn't Create Content Daily (Unless It Meets This)
"Committed to your success online. We've worked with them to a special offer just remarking school listeners. All you have to do is go to dream host dot com slash marking school to learn more and get your website online today. Welcome to another episode of Marketing School I'm Eric Su and I'm Neil Patel and today we're GonNa talk about why you should not create content daily unless it meets this. What is this? So the big thing that most people don't know about content is all the algorithms froth social media like. To instagram. It actually hurts you to create content that people don't like because if you keep pushing content into your feeds that no one is engaging with, it tells these platforms at your content. Sucks. Your father's don't like it. So then when you push out more content, even if it's good the likelihood of them, seeing it as slim to none because of algorithms are to not her stuff to them 'cause they've already told him that they're not interested and the same goes with Seo. A TON OF MEDIOCRE CONTENT Than Google is not gonNA, WanNa, rank it because there's so many blogs out over a billion they might as well ranked the stuff people wanna read. On your end unless you can produce high quality content, don't push it on a daily basis focus on the quality over quantity. Yeah I think directionally I I agree with that. I think what I found interesting recently looking at I think it was Gary v that said this Gary cranks out a ton of content I. think there's different. Comparisons I think when you look at a a long form blog like back link. Oh, for example, that's like quality. You've got to be very deliberate with it. There's a lot of data that goes into it long form again and takes probably weeks or even months to pump out a really great piece. When I think about social media, this assumes that you've established a foothold of decent quality content with one channel I. Then you're starting to expand I think you can start to think about expanding more because I think about social media, you don't necessarily need to have the highest caliber of context feeds are just going all the time. So you're better off throwing more at bats and seeing what sticks and that's kind of the Gary v model he he's actually mentioned that you go for decent quality high output, and again, if you're like a back link, super high quality, super well-researched, you spend more time you're more deliberate. there. So I think it just depends on what you're doing. Exactly. So I think again what I think about US repurposing, for example, this recording that we're doing right now we're we're live right now these videos are gonna be chopped up with throw onto repurpose house we use repurpose house dot io, and then there'd be decent chunks right decent quality, and then they're gonNA find a timestamps interesting hours it throw them up on on instagram or TV or youtube or twitter whatever probably not twitch what Tiktok for example and sometimes like the ones that I don't expect to take off off. So you never really know. One, the keep in mind I. Think Eric are premature saying the same thing just in different ways. If you write a really long blog plus a back link or even sometimes do Neil. PATEL DOT COM there's still no guarantee that I succeed is still as a hit or miss approach even content marketing with social media if you spend a lot of time on a video. It doesn't mean it's GonNa necessarily do well or image or anything like that. So in general when you're doing content. You WanNa, end up, putting premium content that you genuine think people will like when I say, `do put out crap content every day some people just want to. Take a random pitcher being like this looks cool. Here's a cloud. Right? If you're content has no purpose, you're not gonNA get much engagement. Don't put it out see with Gary v Yes he's putting out a ton of content, but overall, the quality is good and what I mean quality I'm not talking about use a professional it could just be his phone. When I mean the quality is good in which He's helping people he's providing value with his content. If you listen to something, it may motivate you it may inspire you. It may teach you something new same with air content. So if you have purpose behind it, the general rule of thumb is as can be valuable to someone whether you created in one minute or you spent a month and whether you spend one minute on something or a month, they're still no guarantee of success and that's why a lot of us do crank out a lot of content including me and Eric but
CEO Chris Best on the growing appetite for paid newsletters
"Welcome to the day podcast. I'm Lara Riley debate here correspondent in London I'm filling in for your regular host Brian Marcy throughout the on August. Today I'm delighted. So well, respected to the show Chris is the CEO substance. You'll obviously now is the newsletter of formats helping provide the obstruction for grabbed new class of entrepreneurs and some of which Reggie making more money now than their individual needs and they were. Prestigious salary jobs Chris got have you today thanks for having me? Where are you joining us from San Francisco fantastic? So, of course, before you joined stack just wants to go back a little bit. You're a software engineer and program by trade is that right? Yeah. And so prior to substitute stuck, you're one of the founders of kick, which is the the messaging APP that was particularly popular amongst teens but shutdown last year. which was also after you'd left to 'em. So how to kick come about how to kick? Why met Ted In. Third, year university. And kind of fair early on in the SMARTPHONE era I guess we would on -Tario the. Rim made the black. That'll phone that had the keyboard accident and there was sort of. A. Time back then when. It was early days smartphone. The people that had lack breeze were kind of like wall, Street, traders and interns from the university waddled the work that Larry and so we sort of had this early idea that okay. The smartphone is going to take over the world. which is something that was is seems really obvious rep respect. But at the time people maybe didn't fully believe or didn't fully understand and we started working on we actually started making a music player for the blackberry and went through a bunch of iterations morph in March and ended up. Coming to messaging felt like messaging was kind of the core most Gordon application of this magical new computer physiologic her And the kick was around for around skin ten years and it was I guess without its controversies Choisir. What was one of the biggest lessons that learn in in building that business? I mean, there was a lot of just mechanics of building company. I sometimes joke that doing it a second time as a chance to make mistakes. I think one thing that really stuck with me is when you have a system that people are using to communicate the rules of how the system are and the inch rations the just the the way the present interactions people can have a massive effect on. The emergent behavior in that system like the the outcomes, the kinds of feel a place. Is Massive we can be massively shaped by the rules of the game you set up a system Dealing with use a content as well, which which comes with its own challenges. Sure. This move on said why sub stacks 2017 is when you can officially founded the company what was the genesis of the idea that it can have start as a bit of a sites to hustle while you still CTO at kick? No, I've left kick under. Circumstances. That seem like the right time we bought a company. There's somebody that was perfect advice. Great your means by. Taking. I. Plan to take a year off and sort of do all the things that you don't always get to do when you're running fast company like spend time with friends and Family Rivas. Always, things and one of the things I've always sort of had envisioned to do try to write because I've always been an avid reader. I'm a huge believer that what matters sheets. Think you are in so great writing. Very, valuable high leverage to Like trying. Rights Vanessa blockbuster something. Projects that I do and I started writing something sort of complaining about the state of the media ecosystem. The. Theory being that, hey, the internet came along and revolutionized distribution for for content. You publish globally instantly free in this magical utopian technology. But at the same time, it came in smash all of the existing business models. and I was writing an essay complaining about this senator, my friend Hamish a writer SORTA got into it at. said, it's easy to complain about this stuff your what would you do about? This even work differently and it. Turned into the company. So I I sometimes I'm still just procrastinating from finishing not one essay.
How can I make money using TikTok
"Hi, Chris. This is Kelly from Los Angeles and I am obsessed with Tiktok. How can I make money from it? I was late to every social network and I don't want to miss my chance this time. Now, I see people using Tiktok in lots of ways in some thirteen year olds have millions of followers. I'm not thirteen and don't have millions of followers but I'm getting good at making short comedy videos based on the stand up work I do. But. How do I go from people liking my videos to getting paid there seems to be a missing link. Thanks and I look forward to hearing from you. Thank you Kelly. So glad you're out there I will be. Keeping my fingers crossed for your tiktok career. Now seriously folks have you seen gummy bear Adel just google that if you have not discovered that and some of my detailed research into this question and also from watching videos in the middle of the night Google that phrase gummy bear del, you'll see a recreation of Adele's classic hits being performed by an audience of multicolored gummy bears, and of course, are many re-creations of this video with more gummy bears and paper cranes and other small object cover bands. It's crazy what people put out these days like I said, a lot of talented people out there also a lot of people with a lot of time on their hands. But all good now as for the question is is tough. Okay. Because there are a lot of thirteen year olds with millions of followers. I'm not totally sure I always understand all of it myself whenever I make this show or give advice I try to be aware of my own experiences and constraints and biopsies and such but I would say just just kind of looking at it big picture don't mistake your social media following for customers I know way too many people with large followings on lots of networks who don't actually do that. Well, on the business side this is kind of like the the secret of you know some of this influence re world in Florence. Murray, just made that word up because they don't have a product. Then there are lots of people who have very little social profile. They actually don't post very much at all and they're not really engaged in that world, but they do very well businesswise. So it's just a question of like what are you trying to focus on? What are you trying to accomplish and I would say one thing that would help if someone is going this route is to connect their online fame to some kind of service or product from the beginning. So if you're a comedian, you know sell tickets to shows virtual or otherwise and do that actively and frequently from the beginning. And include on your profile page where people can support your patriots just for example, it could be something else same thing if you're a musician, make it clear that you're actually trying to accomplish something through this process, you don't oversell you'd want to over promote but at the same time like having that connection to something is not just important. I, think it's vital and of course, wherever you can encourage that legion of fans all those followers to migrate away from just following you on one network because networks do come and go even the big ones to following you on several or downloading your podcast or joining your emails like. Actually choosing to be, you're not just clicking follow button on one particular network. That's how you'll establish more lasting meaningful and ultimately valuable connections.
Mark Toft How to Build an Authentic Brand in an Insincere Age
"Guests. Teacher is mark. Toft and marked off is going to be teaching you how to build an authentic brand in an insincere age. Everybody is trying to project their brand on social media on Youtube with Webinars, beating their chests with bravado, and it's just falling on deaf ears how you stand out when everybody's trying to brand themselves and. Look like they're winning will that's why we brought on Mark Toft to teach you how to build a branding strategy. The actually works that's real and Authentic Marta is a chief strategy officer and Co founder of the narrator group and he's an absolute branding expert. He was the lead digital writer on the staples easy and project. He has over twenty five years of experience in business and branding, and he wants to give you a gift today a great lesson on how to focus and craft a brand that matters into these noisy world. We got a lot to cover in today's guest lessons. So let's get into it. Let's get down to business. This message is brought to you by windows and HP everyone has a different way to work whether it's typing on a computer sketching out notes with a pen or accessing all your stuff on your phone with windows HP. You'll have all the tools you need to work the way you want. So whatever you do, make it you with windows and HP see how windows dot com slash HP. We brought on Mark Toft today to teach you a great lesson on building an authentic brand a brand that stands out brand people talk about a brand that really has a message and resonates with people they say brand or your brand is what other people say about you when you're not around, let's make sure they say, well, we want them to say it's your job to craft that narrative. So GonNA, hinder over a mark to t shoe his guests lesson on doing just that. Back, to rally the lesson, give my takeaways but for now, take it away mark. Hello everyone. This is mark talked I'm grateful join me today I'll be teaching you about why brand authenticity is critical to success and three things that all authentic brands do. So let's get down to business. Before we dive in. Let's pause on that word branding a lot of businesses get knotted up by especially start-ups. Here's a helpful and pragmatic way to think about it. If you pulled five people aside at your company and ask them what you do and why you. Would you get five different answers? This. Is the kind of challenge branding solve. But the truth is at a lot of what passes for branding materials and consultation are thickening agents meant to make businesses feel they've paid for something substantial complex defying an order to profit Tim Ferriss has called it. But branding is in fact, very simple. You don't need pages of charts and graphs to define it just a few words or a sentence. Branding. Is what you stand for and what people experience from your products and services. It's not what you claim to be. It's what you are. Your brand is your purpose advertising takes that purpose and assembles it into compelling story. That's twenty five years of frontline branding and advertising experience packed into a few words. But why is authenticity important to branding? Because the temptation to tweet or share things on social media in order to be accepted has never been greater. In a sense, we're all performing for each other like never before. Judging by our music or movies social media, not to mention her branding and advertising being true to ourselves. As novel we're after we want to seem to be true to ourselves want the appearance of authenticity. Than the fact. The wise words of Simon Sinek provide good corrective branding is an exercise and trust building. He says when we fake our way to trust that trust will eventually collapse. One level of brand authenticity relates facts. Is that cookie made with natural ingredients is that watch rolex a knockoff? Now this kind of authenticity isn't unimportant. But it's only a starting point. It's like telling people your height or your eye color. These details don't penetrate to who you are were to who your brand really is. It's easy for companies to get hung up and telling the history of their founding. In exacting detail they feel they have to recite information about their origins founded in this year by these two people humble beginnings in a garage or basement. I'm not saying these things should be hidden, but they frequently don't matter. When you think of authenticity branding, think of it, this way brand authenticity is believing in and delivering on what you claim about yourself and your products and services. It's your brand's essence not it's facts or its features. And this gets us to the first thing that all authentic brands do they're built on a clear purpose. In the movie office space and Unhappy Employees named Peter Gibbons, guts, sufficient his cubicle and fights the desire to throttle the CO worker who tells him must be having a case of the Mondays. It's funny because many of us have had jobs like peters bad jobs jobs that seem to have no function other than to make us move paper around in dream of the day will quit. Meaninglessness is deadly for brands because humans are wired for purpose, employees leave jobs when they don't find sufficient meaning pay and benefits are rarely the cause. You can't capture your purpose with long mission statement and pages of brand strategy employees and customers need something clear simple and true. They can go back to again and again. My partners and I call it the hill you defend it's the first and the final ground on which you stake the life your business. Their other popular ways to describe the same basic idea. Jim Collins argues that all successful companies adhere to a hedgehog concept. They succeed by finding and focusing on one thing that they do really well. Simon Sinek talks about the golden circle and starting with why The center of the Golden Circle is a brands reason for being it's why. Don't be afraid to embrace a seemingly humble purpose that you can actually live out rather than a high falutin purpose that has little relation to the products or services you provide. One Young Entrepreneur I met was launching a firm dedicated to sustainable architecture, her passion and her intelligence. Clear. Although. Her purpose was staring right in the face building better buildings that is buildings that are more affordable and more beautiful and friendlier to the environment. She was clinging to a phrase that she had fallen in love with. We're going to change the vernacular architecture. She told me do you know what that means? Neither do I. Should be more likely to find her company's authentic purpose by thinking of it this way. Could someone call her office and say? Hello I'd like to buy a change in architectural vernacular please. nope. But they could call and say I like to commission a building that's better and more efficiently designed. A strong purpose answers a lot of questions and even help inform business decisions. Why should we design packages this way? Why are we expanding into these markets or reaching out to these customers? Why are we aging our cheese like this? Or for employees, why do they perform their work this way or not another way? Because that's what a company dedicated to. This purpose would do. Think of Fedex with their purpose of guaranteed on time delivery. United. Airlines being the friendlier line. Now they've lost their way it seems in recent years but that purpose at one time catapulted them to being the number one carrier in the world. The second thing that all authentic brands do is they seek conflict. As. Social creatures most of us try to avoid or minimise conflict that's perfectly rational but conflict is at the heart of good stories and it's also at the heart of effective branding and advertising. Most products and companies are created out of conflict. To take a prosaic example, a busy parent is confronted by an unhappy teenager whose favourite redshirt is fading in the wash. It's a problem that needs to be solved. Tied Color Guard offers a solution, a detergent that doesn't fade reds and other bright colors even after multiple loads of laundry. The importance of conflict and branding and advertising is often overlooked. Ultimately, address in resolving conflict is why people will pay for your products or services. Conflict interestingly can help you locate and focus your brand purpose if you're struggling to pinpoint. If you're not sure how to express your brands purpose think of the conflict or the problem solve for customers. Finally the third thing that authentic brands do is they cause with caution. Not long ago people greeted with this news KFC announces buckets for. The Cure. You don't really need to learn more details to sense the approaching doom. Kentucky Fried Chicken Partner with Susan G Komen to donate fifty cents to cancer research for every bucket of chicken ordered. Funding, breast cancer research is, of course a noble cause. KFC simply wasn't the brand to do it at least not in this way. Maybe they could have donated money directly without making it depends on the consumption of fried chicken. The campaign was met with House of disapproval and was quickly withdrawn. The public is onto brands looking for cheap grace. Your customers. Dishonesty sensors are set to high. They're quick to see self interest masquerading as selflessness, and they're ready to pounce on publicize instances of inauthentic.