Your Digital Marketing Coach with Neal Schaffer – Détails, épisodes et analyse

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Your Digital Marketing Coach with Neal Schaffer

Your Digital Marketing Coach with Neal Schaffer

Neal Schaffer

Business
Business
Business

Fréquence : 1 épisode/11j. Total Éps: 422

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As Your Digital Marketing Coach, I am on a mission to provide you marketing professionals, agencies, entrepreneurs, and business owners expert advice, both from myself as well as my expert guests, on how to leverage Digital First Marketing to grow your business, one episode at a time, This podcast will include advice on a broad range of topics all with the commonality of being related to digital marketing and having actionable takeaways for your business. Topics discussed will include digital marketing, social media marketing, content marketing, influencer marketing, search engine optimization (SEO), search engine marketing (SEM), blogging, podcasting, YouTube, video marketing, email marketing, marketing automation, artificial intelligence and Generative AI, as well as how to maximize digital marketing ROI from social media on sites like Facebook, Instagram, LinkedIn, Twitter, Pinterest, and TikTok.
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The New Rules of (TikTok) Influencer Marketing with Kumospace's Drew Moffitt

Épisode 377

mardi 3 septembre 2024 • Durée 01:01:10

Unlock the secrets to mastering influencer marketing on TikTok with insights from Drew Moffitt, head of marketing at Kumospace. Discover how performance-based compensation and cutting-edge AI tools are transforming influencer campaigns, making them more effective and measurable. 

We explore how TikTok and influencer marketing became instrumental in promoting Kumospace, especially when LinkedIn’s targeting capabilities fell short. Dive into the innovative strategies that propelled this B2B product forward in a rapidly evolving digital landscape, emphasizing real-time collaboration and productivity for remote teams.

This episode also delves into the mechanics of influencer marketing success. We dissect the role of performance-based payment structures, the challenges of multi-device attribution, and the synergy between brand and performance marketing. Learn how specific user targeting, like SMB owners and remote work executives, can significantly boost your campaigns. We wrap up with expert advice on scaling influencer strategies, leveraging AI for SEO, and the importance of finding the right creators whose content aligns with your brand’s vibe. 

Don’t miss this chance to elevate your digital marketing game!

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Digital Marketing Blueprint for Online Entrepreneurs

Épisode 376

vendredi 30 août 2024 • Durée 20:00

Today's episode dives deep into the realm of digital entrepreneurship and offers invaluable digital marketing advice for all digital entrepreneurs out there. I share insights from a conversation with a friend and consultant who published a book on entrepreneurship in Japan and is now looking to roll out a new course. This episode unpacks the fundamental steps to effectively leverage digital marketing, including the importance of having a solid product, creating and repurposing content, building an email list, and utilizing SEO and social media strategies. Tune in to learn how to build a core platform, develop a warm audience, and explore the potential of podcasting and video content to elevate your digital presence.

Whether you're a seasoned entrepreneur or just starting your journey, this episode is packed with actionable advice you won't want to miss!

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Boost Your DTC Marketing with SEO & CRO: Expert Strategies from Andrew Maff

Épisode 367

mercredi 19 juin 2024 • Durée 41:50

Unlock new revenue streams and elevate your digital marketing game with my latest episode on direct-to-consumer (DTC) strategies. Promising to boost your e-commerce sales while slashing customer acquisition costs, this episode is packed with actionable insights. 

Join me as I sit down with Andrew Maff from BlueTuskr, who reveals the secrets to driving more conversions with well-structured blog articles and targeting buyer-intent keywords. Learn how seven and eight-figure DTC brands optimize their blogs to not only attract organic traffic but also convert visitors into customers. Andrew shares practical tips on conducting CRO audits, adding custom banners, promoting products, and incorporating effective pop-ups and sidebars, ensuring your blog acts as a powerful conversion tool.

Navigating Google's ever-changing algorithm can be challenging, but we've got you covered. We discuss the importance of producing high-quality, well-researched content and the role of human oversight in AI-generated writing. Andrew Maff also dives into the common friction between SEO and CRO teams, offering strategies to balance these efforts for optimal results. Whether you're leveraging Shopify's features or refreshing old content, this episode is a treasure trove of actionable advice for e-commerce businesses aiming to enhance their digital marketing strategies.

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How to Easily Find Influencers for Your Business (Without Using Expensive Tools)

Épisode 278

lundi 8 août 2022 • Durée 20:26

With the growing importance of influencer marketing, I still often get asked: Neal, how exactly do we go about finding influencers for our brand?

While there are tools that can definitely help you, hear me out as I explain how to search for influencers yourself using the social networks themselves.

This episode is actually a snippet from a new class I am teaching at UCLA Extension on influencer marketing. Hope you enjoy it!

Key Highlights

[02:08] How I Teach Influencer Marketing

[03:29] How to Find Influencers

[05:55] Where to Begin Your Influencer Search

[07:33] Performing A Search In Facebook

[08:48] Finding Different Niches Within the Same Niche

[11:35] Performing A Search in LinkedIn

[12:29] Influencer Search in Pinterest

[14:08] The Core of Influencer Marketing

[14:58] 99-1 Rule

Notable Quotes

  • In other words, if we're looking at a week's worth of Hawaii travel tips, or maybe the last 20 posts, maybe there's two or three accounts that are getting 70% of the engagement. Those are the people obviously that have a majority share a voice. And those are the people we might want to consider for influencer marketing campaign. 
  • So maybe as part of our campaign, we want to go deep with some of the Hawaii travel people. But also we want to leverage some of the general travel people. These are the things that as influencer marketers we begin to think about when we create campaigns and we begin to decide who are the influencers we want to work with.
  • So we might want to consider partnering with them as well, if we think the podcast audience is relevant to our target demographic, so lots of different ways to find influencers, there's not one right or wrong way. But this gives you a collection of tools that you can use to begin to discover who are the people talking about a certain subject, and therefore who are the people that we might want to partner with or collaborate with, because they have the ear or the eyes of all these people or you know, watching videos, listening to podcast, watching reels, social media posts, they have their attention.
  • And that is really the core of influencer marketing of leveraging these people that have other people's attention so that those other people can learn more about our brand and products.
  • Well, there are when you get to a certain subjects, there aren't that many people that are creating content around those subjects. And therefore, you really want to treat them as influencer royalty, even if they don't have a million followers, because there just aren't that many people that are talking about that subject online.
  • But the core fact is that people are influenced by people because they follow them for a reason. And often that follow begins with a search. So take advantage of that.

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How To Use Social Media To Improve Customer Experiences [Stacy Sherman Interview]

Épisode 277

vendredi 5 août 2022 • Durée 37:40

I always talk about how social media can and should be used by businesses for more than just mere "promotion" or advertisement - there's nothing social about an ad, even if it is appearing on a feed in a social network.

While I tend to talk about social media as being a place to collaborate with influencers, it is equally a critical arena that gives you the ability to deepen relationships with your own customers.

Customer experience marketing expert Stacy Sherman joins me for this interview where she goes into the different ways brands can leverage social media to deepen customer relationships.

Key Highlights

[02:56] Introduction of Podcast Guest, Stacy Sherman

[06:53] Stacy's Journey to Customer Experience

[10:47] Stacy's Advise to Companies That Are Ready to Leverage Customer Experience

[12:54] How to Start Customer Experience Audit

[15:46] It's All About Response

[18:11] The Power of Connection

[24:15] Recommended Tools for Competitive Research

[34:08] Connect with Stacy

Notable Quotes

  • You have to validate what you're doing, what you've designed, does it really meet their needs? And then you fix those gaps, or pain points, sometimes those arise. 
  • Response time is essential, because people are watching, and noticing how fast you solve their problem or offer help, even if it's to take it offline. People are watching and so they create a perception of you as a company based on that.
  • That's what customer experience is. It's a feeling that you get that makes you keep coming back.
  • Use social media very carefully for influencing decisions and influencing thought leadership, not selling.
  • I see more companies actually leaning into their staff to have a voice and using it as a way to empower them to advocate for the brand in an authentic way but not selling. It's, it's coming across with sincerity those that are doing it right. And I think it is a powerful marketing tool, and a way to also increase engagement organically.
  • I encourage people to play around, figure out your voice. And keep in mind what we're talking about here, don't come at it as bragging, come at it as take content, you see others talking about and repurpose it reshard with your own commentary. That's, that's influential, that's leadership.
  •  Make sure you're using social media to actually get the voice of I guess its customers, prospects, your audience.

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The Future of Facebook is Instagram. Here's How to Adjust Today. [Meta Boost Small Business Studios Report]

Épisode 276

jeudi 28 juillet 2022 • Durée 41:46

The title of this podcast episode should not have surprised you. The question is, are you still doing social media marketing the same way you have been doing it for years?

It's time to change.

I had the opportunity to attend the recent Meta Boost Small Business Studios event in Detroit, Michigan, and it was an excellent reminder both of the need to adjust and adapt our social media marketing strategy as well as an indication of how Meta promotes its social networks (Facebook, Instagram, WhatsApp) to small business owners.

Listen in for my recap, and hopefully, you will begin the walk on the road of adjustment today.

Key Highlights

[01:39] Different Things You Need to Do in Digital Marketing

[3:00] The 2 Big Takeaways from Meta Boost Event

[05:19] Start Publishing Reels!

[07:42] The Focus on Mobile

[09:24] Boost Option

[09:40] Meta Blueprint

[10:18] Meta Boost US

[14:09] Messaging Tools Provided by Meta

[14:33] The Standard Functionalities of Meta Messaging Tools

[16:33] Great Case Studies on Messaging

[20:27] Instagram Stories vs Reels

[21:54] How to Create Eye-Catching Images

[22:52] Stage Your Page

[29:09] The Three Rs in Creating Reels

[32:20] Built-In Transition Effects on Reels

[36:02] Different Content Buckets

[37:58] 5 Things You Can Starts Doing Today According to Meta

Notable Quotes

  • But regardless, if you're publishing an Instagram, and you're not publishing reels, you really got to ask yourself, when you're going to start to publish reels, I know it takes time to learn them. 
  • I do believe if you consume enough of the content on social media and your students, you can begin to discern the patterns. And you can learn how to replicate that for yourself.
  • And if you want to go all in on reels, you need to be mobile first. And now they have developed an application that allows you to be mobile first and how you manage everything.
  •  And this is where we think about well, if we're able to message effectively with our customers, it helps us build relationships with them and when new customers.
  • The world is changing, social media is changing, communication is changing. But is your communication strategy changing is really the question here.
  • Instagram is like your gym for creativity. So bring your creativity to Instagram, in your reels, experiment with music drops, and creative tools, even tools like remix, to stand out. And you know what if you do not have the creativity, or the skills to do it, either learn or hire someone who does.
  • So it's about keeping people on the platform. It's about encouraging you. And it's about rewarding those that create reels with greater discoverability, greater visibility, what you do with it comes down to your creativity, your content, and your audience. 

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Keyword Research: The Key to Understanding SEO for Your Business [Hilary Angrove Interview]

Épisode 275

jeudi 14 juillet 2022 • Durée 47:33

Search engine optimization is still a golden opportunity for most companies, but many are still making the same mistake of ignoring a critical piece of the puzzle: Keyword research.

In this episode, we are going to go deep on SEO - and keyword research - with special guest Hilary Angrove, Director of Growth and Operations at Make Your Mark Today. She will help us all understand:

  1. The intent of the search determines how you should rank for the keyword. 'Money' keywords are terms your audience is actually using (not necessarily industry words) with high volume and high intent
  2. Do not start a blog if you find money keywords - > make evergreen pages
  3. If you don't have money keywords --> you may want to start a blog or you may to put your resources into other forms of marketing and not SEO

I think you will enjoy this holistic view on SEO as much as I did!

Key Highlights

[01:23] Introduction of Podcast Guest, Hilary Angrove

[03:42] Hilary's Journey to Digital Marketing

[09:48] Keyword Research As An SEO Pillar

[12:05] Search Intent

[12:54] Warming Up the Buying Journey

[17:58] How Hilary Determine Keyword Difficulty

[20:30] Things to Consider in Keyword Research and Intent

[28:47] Non-Seo Form of Marketing You Can Invest To

Notable Quotes 

  • What I loved about SEO was just the analytical part of it. And it is a puzzle, the whole thing is a puzzle. And if you can figure out that puzzle, then you can make your client a lot of money, which is great.
  • Google is the judge. But you also got to stay true to yourself. And that is, don't do everything for the judge. They'll see through it, you got to be true to yourself.
  • SEO just mimics real life, your website, your web pages, they're your storefront. And so you just need to operate your store in a way that's like clean, organized, informational, useful, and people are gonna love it.
  • So first thing that I do whenever I'm working with a client, is I build a customer persona. So who is their ideal client, whether that be and you want to look at who's the current client, I mean, a lot of people have already done this for all types of marketing.
  • Go deep on that keyword research, and really look at that intent.
  • You really want to bring it as close to your it's a keyword that matters to you. It's a money keyword, you want it to be as close to your homepage as possible, because you're essentially flagging to Google, hey, this is super important. 

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My Child Wants to Become an Influencer: What Should I Do?

Épisode 274

lundi 11 juillet 2022 • Durée 12:25

Have you ever heard your child, or a child that you know, say they want to become an influencer? A YouTuber? A TikToker?

You'd be surprised as to how often I hear this.

How should you respond?

While a knee-jerk reaction might be to shield your child from anything and everything social media, I recommend you look at the whole picture.

Here are my thoughts on the subject - and even if you don't have a kid I think you'll find this short and sweet episode interesting!

Key Highlights

[02:10] My Advice I Give to Parents Whose Children Want to Become Influencers

[04:08] Strategize With Your Kids

[04:46] Handling Privacy Issue

[05:26] Core Skills Your Kid Can Learn By Being An Influencer

[06:55] Instilling Sense of Confidence and Achievement

[09:03] Empowering New Generation With Skill Set

Notable Quotes

  • Because I think a lot of parents really freak out about their children wanted to become an influencer, I don't want you to freak out about it, I want you to celebrate it. And I want you to encourage it. And I don't want you to raise a child or foster something that is going to be disingenuous or what have you. But there are a lot of life skills that can be learned from the process of trying to become an influencer. Skills that not only will help children in life, but I also believe they're going to help them in their school.
  • So the advice I always give is, look, there's a lot of things that kids can be involved in, wanting to become an influencer is not a bad thing. Right? I think it requires guidance, some management. But at the end of the day, if they really want to become an influence, well, what do you want to become an influencer in you can actually start this conversation about niches, really, really early on in life with your kids.
  • I think that actually trying to become an influencer gives you the excuse to work with your children to try to find these unique attributes to their personalities, to their experiences.
  • It begins this effective, it doesn't matter if they become an influence or not. They start to acquire literacy in digital marketing. And that is huge. Now later in life before they're in university, when they're still in high school, they can apply to internships, where they can actually help local nonprofits, local businesses.
  • And I believe it instills children with a sense of confidence, a sense of achievement, obviously, for their own brand wanting to become an influence, it's one thing, but leveraging those core skills for others, is where they really learn about themselves. I believe they gain confidence.
  • You should be able to give opportunity to these children, you can help them and they can help you.
  • So the next time you hear your child or someone's child talking about wanting to become an influencer, Don't roll your eyes. Look at the potential positives. I mentio

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The New B2B Marketing Rules in the Revenue Zone [Tom Burton Interview]

Épisode 273

jeudi 7 juillet 2022 • Durée 41:08

Have you thought about how little control we have over the consumer or buyer these days?

With so many sources of information, a distaste for ads, and the popularity of social media, how does a company try to control the buyer's journey and buying cycle?

You can't. But if you embrace that fact, you'll find a whole world of possibility in marketing to a new generation of millennial buyers and influencers as well as transforming prospects and customers into your own sales team.

This fascinating interview with the author of The Revenue Zone: The Ultimate Playbook for The Next Generation of B2B Sales, Marketing and Predictable Revenue Growth, Tom Burton, will have you building our own yellow brick road in no time - and finding success in the digital and social media marketing of today.

Key Highlights

[01:59] Introduction of Podcast Guest, Tom Burton

[07:53] The Revenue Zone Defined

[14:09] The Three Rules on Engagement With Younger Audience

[16:21] Managing Expectations and Budget

[18:07] The Yellow Brick Road

[20:10] Building Library of Content

[21:25] Filling In Your Potholes

[30:29] Tom's Message for Small Business Owners

[32:25] Lead Smart Tool

[38:21] Connect With Tom

Notable Quotes

  • And we can be in control, but we have to be in control in a much different way than we have done in the past and how we control things, right.
  • You have to change your mindset to embrace the fact that the millennial or the buyer is in control of their own journey.
  • Enable the buyer to facilitate their own journey, don't keep putting up gates, don't keep putting up things that then you know, that get you back into control.
  • So we have to look at our KPIs differently. And again, but we're all going back to that same goal of having people in the revenue zone, right, we wanted people in the revenue zone before we start that. We don't want people in their prospects on the revenue zone.
  • But whether you're an SDR and AE or whatever your role is, as a salesperson, you're, you're still very valuable. In fact, you're more valuable than ever, but you need to be valuable as a guide, and a trusted adviser versus a salesperson. 
  • We have to control the process differently. And we have to control that depth process by understanding where the buyer is in their journey. And then helping them and facilitating them based on where they are in that journey. 

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A Product Marketing Perspective on Personal Branding, Content and Influence

Épisode 272

jeudi 23 juin 2022 • Durée 20:41

I recently did a 1/2 day training for a client that uncovered a plethora of unique opportunities which I want to share with you in this episode.

A product-centric approach to social media marketing can yield effective results at many levels.

When taking a product marketing perspective on how an organization can best promote their products, you will uncover new opportunities to leverage personal branding, content, and yield more influence than you might have found possible.

Listen in for the details and how all of these aspects of digital and social media marketing can work together in harmony.

Key Highlights

[03:22] How Do We Get the Word Out of Your Product?

[03:57] Talk About your Product!

[04:36] The Different Elements You Need to be Successful in Social Media

[05:33] The Concept of Influence

[06:00] Valuing Employee Influencers

[07:30] Help Your Employees Create Personal Brands Aligned with their Expertise

[08:04] Resources that Will Help You Optimize Your Profile

[10:30] The Concept of Publishing Content for Influence and Thought Leadership

[10:59] What is Thought Leadership?

[11:28] How Does Publishing Your Perspective Create Influence?

[14:32] How Often Should You Publish Content?

[15:02] Types of Content You Can Publish on a Daily Basis

Notable Quotes

  • And on a website, sure, you're going to have your dedicated resources and content for your product. When it comes to social media, you're fighting with all the other products for attention.
  • Too often we think of ourselves as a company, when we should think of ourselves as a product, people are not buying the company, they're buying the product. So everything that we do, ideally, should be talking about.
  • And once we understand the importance of social media, we understand the importance of content in social media. It is the currency of not just social media, but digital media in general.
  • There is a very distinct relationship between influence content, and social media, you establish a presence in social media, you begin to publish content, and share your views or talk about a product around a certain niche, so to speak, and over time, that helps you build influence on that topic.
  • So if you're thinking, Yeah, we have people in our business, that should be more in the spotlight, they should be more active and social, they should be just more naturally talking about what they're an expert in, because it's going to help our business.
  • And the thought leadership content shows your subject matter expertise, it ideally promote your company, it speaks to potential customers, and industry partners. And indirectly, it should sell your product, the engagement type of content, shows your human side promotes your personal brand, it speaks to your broader network and connections, who might not necessarily

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