Explore every episode of the podcast Your Digital Marketing Coach with Neal Schaffer
Dive into the complete episode list for Your Digital Marketing Coach with Neal Schaffer. Each episode is cataloged with detailed descriptions, making it easy to find and explore specific topics. Keep track of all episodes from your favorite podcast and never miss a moment of insightful content.
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Title
Pub. Date
Duration
The New Rules of (TikTok) Influencer Marketing with Kumospace's Drew Moffitt
03 Sep 2024
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!
Digital Marketing Blueprint for Online Entrepreneurs
30 Aug 2024
00:20:00
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!
Boost Your DTC Marketing with SEO & CRO: Expert Strategies from Andrew Maff
19 Jun 2024
00:41:50
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.
How to Easily Find Influencers for Your Business (Without Using Expensive Tools)
08 Aug 2022
00:20:26
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.
How To Use Social Media To Improve Customer Experiences [Stacy Sherman Interview]
05 Aug 2022
00:37:40
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.
The Future of Facebook is Instagram. Here's How to Adjust Today. [Meta Boost Small Business Studios Report]
28 Jul 2022
00:41:46
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.
Keyword Research: The Key to Understanding SEO for Your Business [Hilary Angrove Interview]
14 Jul 2022
00:47:33
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:
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
Do not start a blog if you find money keywords - > make evergreen pages
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.
My Child Wants to Become an Influencer: What Should I Do?
11 Jul 2022
00:12:25
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
The New B2B Marketing Rules in the Revenue Zone [Tom Burton Interview]
07 Jul 2022
00:41:08
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.
[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.
A Product Marketing Perspective on Personal Branding, Content and Influence
23 Jun 2022
00:20:41
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
Marketing Artificial Intelligence: AI, Marketing and the Future of Business [Paul Roetzer Interview]
16 Jun 2022
00:33:13
Artificial intelligence is forecasted to have trillions of dollars of impact on businesses and the economy.
Yet many marketers struggle to understand what it is and how to apply it in their marketing efforts.
The truth is, AI possesses the power to change everything.
If you're in marketing, you need to invest in better understanding AI. Begin with this interview with Paul Roetzer, author of Marketing Artificial Intelligence: AI, Marketing, and the Future of Business.
Key Highlights
[02:17] Introduction of Podcast Guest, Paul Roetzer
[03:50] How Paul Start Getting Interested in AI and Marketing
[06:10] What is Quantum Computing
[08:05] Individual Use Case for AI
[11:53] What You Can Do to Leverage AI
[14:02] AI Tools in Marketing, Sales, and Influencer Marketing
[16:57] Leveraging Anonymous Data Across Clients
[19:57] 3 Areas That You Should Start Focusing
[23:47] The Pitfalls of Marketers With AI Technology
[28:36] Final Advice
[29:40] Connect with Paul
Notable Quotes
I mean, yeah, AI is language. It is vision technology, like dolly to was a big thing in April open release dolly to which could generate images, it's deepfake videos, it's like all these things you hear about. But at its core, machine learning is the primary subset of AI. And what machine learning does is it takes data in inputs, and it makes predictions generates outputs.
Everything we do is trying to predict behavior outcomes, and then you actually start to realize all the potential that AI has to transform what we do every day.
Data is an essential element of making AI work for you as a marketer. But it is not necessarily an obstacle.
You don't need AI, you need smarter tech that saves you time and money and makes you better at your job. It just so happens AI is what makes that possible.
We always says all AI is not created equal, just because you look at three platforms that do content intelligence, which is basically helping you figure out the right by using AI tools. They're not all created equal. And you're gonna have to be able to drill in and ask some different questions.
And I think if you go into AI thinking about it that way, that is an assistant, it is there to help you and recommend things to you and, and develop drafts of social shares and ads and copy like not write the thing for you, then you can have an amazing experience with AI.
You just gotta be curious, like, find the thread within AI that is interesting to you.
A lot of us in digital and social media marketing seem to get lost in the universe of content and engagement.
What gets lost in the conversation is the fundamental role and importance that marketing data SHOULD play in your marketing strategy.
It's simple: The more data you have, the more effective your marketing will be.
If you don't have enough data, it is worth investing in acquiring it.
This is a short and sweet episode but I wanted to inspire you to put emphasis on data in your marketing.
Key Highlights
[02:49] Why Everything You Do Should Be Data-Driven As Possible
[03:43] My First Experience With Understanding How Powerful Data Can Be
[05:04] You Need to Experiment More
[07:48] Be Aggressive in Getting the Data
[08:44] How Data Can Help You Make Informed Decisions
[09:15] I Encourage You to Spend A Little Money in Terms You Can Get More Data
Notable Quotes
But we talk about in marketing a data driven strategy, I believe that everything we do should be as data driven as possible. Obviously, it's hard to do almost everything data driven. But there's a lot of things that we can do.
They could relatively predict as to how a given campaign will perform. That is extremely powerful, because we want to know where to invest our money as business owners, entrepreneurs and marketers, and what is going to be Return on assets. And then we can compare and contrast.
It's not always clear cut, but the more data we have, then the more we can predict these things.
The more you do this, across different social networks, different follower size counts, you begin to understand the market price for working with influencers.
It all comes down to this data, this first party data, the more we know, the more informed our decisions can be, the more things become predictable, the bigger impact we can have with the same marketing budget, because now we can pick and choose what are going to be the avenues that have the best chance of success.
So I wanted to throw it out there and encourage you, it's okay to spend a little money or, you know, to engage with influencers to publish a little more content, whatever it is, if you're looking to get that data to use going forward in a lot of different ways, especially if you're trying to compare and contrast different channels -- that's going to be really, really important to get as much data and to really leverage that data as part of a data driven approach to digital content, influencer, social media marketing, whatever brand of marketing that you choose to do today.
How Email Marketing Generates Sales - Once You Get It [Bobby Klinck Interview]
02 Jun 2022
00:56:26
Email marketing has been shown time and time again to have the highest ROI of any digital marketing channel, yet many businesses and entrepreneurs do not prioritize it as much as they should.
And there are those that do email marketing just to go through the motion without doing it in a strategic way and then wondering why there is no ROI or how to measure it.
If you are in either of these boats, you will get A LOT out of this interview with Bobby Klinck, author of Email Marketing That Doesn't Suck, who will school you on everything you wanted to know about email marketing in this episode!
Key Highlights
[02:12] Introduction of Podcast Guest, Bobby Klinck
[05:50] How Bobby Began Using Email Marketing
[11:05] Shifting from Legal Industry to Marketing
[17:13] How Bobby Finds Stories to Tell
[17:58] Why Stories Are Powerful
[22:00] How to Know If the Email is Impacting the Business In A Positive Way?
[29:31] Why Email Is Stil the Best Platform
[33:12] The CATCH Framework
[39:15] Nurturer to Welcome
[40:26] What Made Bobby Decide to Write A Book
[47:37] Final Advice
[51:17] Connect with Bobby
Notable Quotes
I think just a lot of stuff is recycled down once a thought becomes mainstream, everybody just sort of clings to it. I think it's always, you know, important that we have fresh ideas.
But really, what I tell people is their stories everywhere.
The key is to get in the practice of finding them. And you don't start with a story, your email start with what is the message or lesson that I want to get across?
For most people, what I suggest is you're going to have a few different themes you're going to use over and over again, in your business and your message, whatever it is that you're talking about. Keep story journals about those things, and you don't write the whole story out.
It's hard in this online marketing world where everyone wants quantifiable. Prove to me that this works right now. And this and I'm like, you can't necessarily do that. Because this is true marketing of building brand equity, building that type of thing. So that over time, you will ultimately have a brand where people just buy from you. And that's what you're shooting for.
A really great framework to think about the email as an extension of a relationship as if it was in person. It's not an email address. It's an actual person on the other side of the email address. And how would you engage with them if you were in the same room with them?
It is the only channel where you can really curate The messages like when it comes time to sell the messages you want people to receive in the particular order you want them to receive.
That's what email and marketing are about, establishing that relationship.
Understand that when you make the shift and start thinking about
Have you ever wondered how AI could revolutionize your marketing game? From my hands-on experiences with ChatGPT, discover how I turned 21 conversations with AI into actionable strategies for boosting productivity and content creation. This episode promises to arm you with practical tips on leveraging AI for your marketing, business, and even personal life.
Ever thought AI might make us lazy? Think again. Learn about Perplexity AI and other tools that are revolutionizing productivity without compromising human oversight. With major updates from tech giants Microsoft and Apple, the integration of AI into our daily workflows is inevitable. I'll explain how tools like ChatGPT can transform blog posts into engaging video scripts and refresh your online content, ensuring it stays relevant and optimized for SEO.
I will also explain in detail how Chat GPT saves me countless hours and enhances content quality. At the same time, I will also talk about my commitment to maintaining a human touch in content creation, despite the advancements in AI technology
Join me as we explore how AI can help you work smarter, not harder, freeing up time for what truly matters.
SEO Backlinks: What are They, and Why More of Them Isn't Necessarily Better
30 May 2022
00:33:52
In digital marketing, the importance of Search Engine Optimization (SEO) cannot be understated.
One of the most powerful methods of climbing up the search engine rankings is the acquisition of backlinks.
But how does one get backlinks? And are the more links the merrier?
I believe that the SEO industry - or at least many companies offering SEO services - assume that the more the better, and they base the value of a link on the "domain authority" of the website. This is similar to valuing influencers just by the number of followers.
Are many companies flat out doing SEO wrong? Here's my take - would love to hear what you think.
Key Highlights
[02:11] My New Mission Statement
[05:20] Why SEO Is Important?
[06:05] How Does Library of Content Help Your Business?
[07:33] Off-page SEO
[08:49] Will Content Alone Get You Ranked?
[10:05] Critical Things to SEO
[11:36] How Does Google Know Authority On Sites?
[13:11] SEO Backlinks
[13:26] Ways to Build Backlinks
[18:48] Importance of Relevance
[20:07] Only Get Backlinks and Guest Blogs From Where You Have Authority
[24:24] My First Good Search Engine Ranking
[25:22] The Power of Relevant and Authoritative Links
[26:52] External Links VS Internal Links
[28:42] How to Know if A Site Is Relevant or Not to My Site?
Notable Quotes
But once your content is indexed, Google always wants to serve the best content, the most relevant content, the most relevant and best content to everybody's unique search query.
But the fact that you are able to guest blog on a platform, especially if that platform has a lot of authority is a good thing. And you can see how search engines will reward you and that will help you over time, build up more authority.
I think relevance is really, really important. And I think if you're going to go out of your way to guest blog, or somehow generate backlinks, there are many ways to do it right.
I think search engines are really smart, especially to people Google. They're using AI and machine learning. And I think that any unnatural link or any collect unnatural links over time are not going to serve you well.
You only want to try to get backlinks and guest blog, or perhaps accept guest bloggers, it's got to be related to where you are in authority because if it is, and the other site also has authority in that subject, I believe that that link might be worth 10 200 times more valuable than just a backlink from some random website.
The beautiful thing about all this is once you jump up the search engine rankings, assuming your content is good, then obviously, you can continue there.
Pinterest Marketing: It's Time to Diversify Your Social Media Marketing [Kate Ahl Interview]
19 May 2022
00:46:57
If you've ever been curious about Pinterest, or are looking for ways to diversify your social media marketing, this episode is for you.
Kate Ahl is the undisputed Queen of Pinterest marketing. In this episode she shares with us everything you need to know about the why and how of Pinterest marketing.
Key Highlights
[03:09] Introduction to Podcast Guest, Kate Ahl
[05:33] How Kate Started on Pinterest
[07:12] Special Characteristic of an Average Pinner
[09:33] Companies That Would Best be Served by Pinterest
[13:11] Understanding Pinterest Analytics
[14:14] The First Steps You Should Do With Pinterest
[15:33] Pinterest Guided Search
[16:09] Pinterest Lens
[18:28] What Makes Some Pinterest Accounts More Successful than Others?
[22:51] Pinterest Image Trick
[24:16] Pin Formats
[29:33] My Pinterest Data
[32:05] Why You Should Advertise on Pinterest
[35:13] What to Look Out for on Pinterest in the Upcoming Months
[42:12] Connect with Kate
Notable Quotes
Pinterest is a great informer of purchases.
But oftentimes, what people fail to realize is that if you're already creating content, or you're writing articles, with Pinterest, it's just a simple switch of an image.
What we tell people, if you're going to think about approaching the platform right away, is to get your profile set up, get a business account, get your profile set up, and think of it as how can I showcase who I am and what I do in this very top of the profile piece so people know right away.
Images really need to be where your branding shines.
But I think that people the power of sharing amongst the people is real. So people want to see it, they're gonna see it.
one of the things that you and I had talked about before is Pinterest still drives so much traffic, compared to all the other platforms that have really shut it off, for the sake of the pay-to-play. Pinterest still is an environment where you can just do organic marketing, you don't have to necessarily go into the pay to play.
Our goal is to make Pinterest marketing accessible for everybody in a way that does not confuse them in a way that does not overwhelm them but gets them straight to the heart of what they need to know, as well as keeps them informed.
What is Web 3.0 and How are Blockchain, Cryptocurrencies and NFTs Related?
16 May 2022
00:33:55
Welcome to Web3!
I had an amazing time at Joe Pulizzi's Creator Economy Expo, and I want to share with you what I learned specifically about Web 3.0 and how blockchain, cryptocurrencies and NFTs are all related.
In all honesty, I avoided these subjects for sometime as I found the NFT space to be full of people investing in them as if they were the .com startups in the tech bubble. However, wanting to learn about them knowing that Joe Pulizzi, the founder of Content Marketing World and Godfather of content marketing, is so invested in educating others around them, and after hearing Jeremiah Owyang's keynote speech, I now see things in a new light, and I think it is important enough that you do to.
No, I am not investing in any NFTs, but I do see how brands (and content creators) can and will be leveraging Web3 technologies in the not-so-distant future.
So, I am by no means an expert, and am very much a newbie, but I want to begin by sharing with you what I have learned and my perspective on this to help you all better understand the space.
I am still very much in the R&D phase of learning about this latest trend, but if this is something you want me to talk more about on my podcast, please let me know!
Key Highlights
[03:50] Democratization of Content
[05:56] What is Web 3.0?
[06:09] The Sharing Economy
[07:10] What is Blockchain
[08:20] Where Blockchain Started to be Implemented
[10:08] Sharing of Digital Ownership
[14:14] Why Would I Want Creators to Invest in Their Communities?
[18:12] Utilitarian Example of Monetizing Personal Brand
[22:23] What to Do Now?
[28:50] What is NFT?
Notable Quotes
Blockchain is the technology that will allow this to happen. And blockchain is a technology that allows us it's basically I guess, for lack of a better word, it is an accounting record, a ledger, which records every single transaction, and it can limit the number of iterations or the amount of ownership.
I talked about the democratization of digital ownership. All of this is decentralized. There's not a person or an entity that owns it. It's decentralized by the framework of the technology itself, by the blockchain.
So right now, I think a lot of people are focused on the craters when it comes to NFT, the artists what have you. But it's equally important for brands to really understand this, because it is a growing economy. The economy of NF T's and cryptocurrency is already greater than influencer marketing.
With the democratization of digital ownership, the democratization of financial transactions. It's almost like the democratization of community.
Partnership Marketing It's Time to Diversify Your Digital Marketing and Invest in Relationships [Matt Wool Interview]
12 May 2022
00:38:10
Of all of the marketing channels that exist, partnership marketing is one of the most under-utilized yet high potential opportunities that exist for businesses today.
Best represented by affiliate marketing, when done right, affiliate marketing provides you with an army of incentivized influencers that are selling on your behalf and only paid when a sale is made on a 24/7 basis.
Furthermore, there are a plethora of other "halo effect" benefits from this type of partnership marketing.
Intrigued? Learn all about partnership from co-author, Matt Wool, who wrote the book on partnership marketing, Moving to Outcomes, and is also the CEO of the leading partnership marketing firm Acceleration Partners.
Key Highlights
[02:21] Introduction to the Podcast Guest, Matt Wool
[03:42] How Matt Got Into Marketing and Writing Book
[06:48] The Issues Matt Found With Affiliate Marketing
[10:47] The Emergence of Influencer and Creator Economy
[14:30] Affiliations on NFTs and Cryptocurrencies
[16:57] What Prompted Matt to Write the Book
[20:39] What is Partnership Marketing?
[21:49] How to Scale This Type of Relationship?
[23:25] How to Get Started
[26:30] Recommended Platforms for Startups
[27:03] Main Areas to be Aware Of
Notable Quotes
And you know, our, our philosophy has long been it's not necessarily should you work with someone, it's more how you worked with someone.
What I think we really see is that this is going to have a significant impact on the overall partnership marketing landscape and One of the things that I think it is going to do is it is going to, in a lot of ways decentralize affiliate and influencer marketing.
There's this potential for these kinds of limitless numbers have like many affiliate programs that are enabled by certain smart contracts over time, which will be available to individual creators and that way, so it's a little bit of a different place that we're playing in, because we're working more with enterprise clients, but I think it's fascinating, and there's a lot that's going to happen there.
The main crux of this book is that we see too many marketers and too many companies with a hugely disproportionate amount of their eggs in one or two baskets, from a marketing budget perspective, right, they are shoveling money into Google, they are shoveling money into meta, whether it's Instagram, or you know, the regular platform, maybe they've got a few other things going in a couple of other channels.
But one thing I think a lot of people forget is affiliate marketing is also good for us.
So having those tiers and really understanding how you are presenting yourself to those publishers, are the keys to scaling the program and effective way.
What a High School Shark Tank Competition Can Teach You About Marketing
28 Apr 2022
00:19:31
Can you summarize your current marketing program in a 30-second elevator pitch?
And if you could what would it include?
This episode is inspired by a shark tank competition for high schoolers that my children competed in and looking at your marketing in fresh eyes through the perspective of teenagers!
You are guaranteed to look at your marketing in a different way after listening to this episode...
Key Highlights
[01:54] What is a High School Shark Tank Competition
[04:38] The Gaps Between Digital Marketing Resources and Materials
[05:32] The Approach to Determining a Product to Sell
[06:30] Some Compelling Presentations and Projects in the Competition
[07:35] The Stages of Funnel
[08:16] Stages of Funnel That Were Common From All Pitches
[10:01] How Should We Do Influencer Marketing?
[10:36] Leveraging UGC To Gain Credibility
[10:47] Where Influence Becomes Important
[11:58] The Biggest No-Brainer For Marketing Today
[12:54] An Example of Simple Lead Magnet Equation
[15:01] Do Your Own Shark Tank
[15:36] The Component that Helps Me Build People Relationship
[16:52] How Can You Start to Better Leverage Influencers?
Notable Quotes
Sometimes we really need to dumb down what we are doing.
When I was in high school and thinking about business, it was really about what were my needs? What were the needs of high school friends, and what can I sell to them, right. And I think that these high schoolers had really the same approach just based on their own experiences as to what sort of product that they could sell.
If you think about it in the funnel, in terms of brand awareness, search is a great way to get brand awareness.
it's such a no brainer in 2022 that it still shocks me that a lot of brands still ask, well, what's the ROI? Why do we need to do influencer marketing and it really brings me back to the early days of social media marketing, where people We're asking the same thing. The question isn't, do we need to do influencer marketing? The question is, well, how do we do it?
But at the end of the day, it's going to become more pay to play until you actually have customers where you can republish their content.So until you get to that point, it's really, really hard to break through the noise, starting from zero followers and get that brand awareness that we all want to get on social media. And that's where the influence has become even more important, especially at the beginning, when you don't have brand awareness.
And to me, it was sort of a pat on the back that riding the age of influence, and evangelizing influencer marketing is the wave of the future.
It comes down to a combination of all these. Yu can't have one without the other.
But really, it's the email component that allows me to build that deeper r
How to Use Content Marketing To Establish Your Own Category
21 Apr 2022
00:34:56
Content is the currency of digital and social media, but it can actually even be more strategic than being a mere currency.
Content marketing can not only help build your business, but it can play an instrumental role in building out a category that you own and deliver long-term digital benefits for your company.
Think Hubspot - they "own" the term for inbound marketing.
If you want to achieve similar results for your company, you'll want to listen in to this interview.
Key Highlights
[01:24] Introduction of Podcast Guest, Mark Raffan
[03:00] How Mark Got Into Content Marketing
[08:04] What Does Establishing Your Own Category Means?
[13:30] Importance of Content Marketing in Establishing Own Category
[14:36] Create Quality Content
[17:00] Timeline and Strategies for Establishing Category
[21:01] Don't Forget About the Traditional Pieces
[22:38] Difference between Content Marketing Agency from an SEO Agency
[24:32] How to Structure Overall Strategy and Choosing the Platform to Post Content On
Notable Quotes
What's interesting about negotiation, that a lot of marketers don't understand is that negotiation and marketing are very, very similar, because they're both built on the same foundational elements. They're both built on persuasion, they're both built on influence. And when you think of those foundational elements, there's a lot of overlap between those two.
It's one thing to rank and it's another thing entirely to maintain, as a low bounce rate so that people actually read your stuff and engage with it and consume it on a regular basis. And that's what you have to create sort of long term. And also the same thing applies when it goes to social when it goes to video. It's got to be stuff that people actually want to consume.
Don't create a category unless you can afford to. And what I mean by that is, if you, if you don't have any decent funding, whether it's seed or series funding, this is a task best left to those who do.
It all starts with the strategy, get the strategy down first, try and think about who you're going to reach out to, and whether or not this category that you're creating is going to stick within that target group. And then dedicate yourself to building enough content that sort of an upswell gets created.
You don't have to do everything all at once you can start off in phases. But if you're just starting out in the Content Marketing World, just look at it through those lenses. Is it interesting? Is it educational? Is it informative? Everything will come from there.
Guest blogging is something that has been around for awhile but misunderstood by many. What is the benefit of blogging on someone else's site or inviting someone to blog on yours? And does Google approve of this?
Listen in as I give you my own perspective on the topic, and why you'll want to think a little more strategically about guest blogging going forward.
The resource that I mention in the episode, my newest free book, The Definitive Guide to Guest Blogging: The Most Effective Link Building Strategy, can be downloaded here:
[08:27] My Newest Ebook: The Definitive Guide to Guest Blogging
[09:20] Relationship Building With Those that Have Influence
[10:35] Example of an Influence
[12:51] Influence of Blogs or Blogging
[14:36] How Guest Blogging Can Nurture Positive Relationship
[15:37] Best Practice for Linking Out
Notable Quotes
Guest Blogging is the single most important way to build links, and getting links to your content or to your website is one of the most important things you can do to improve the SEO of your website.
For me, relevance is the ultimate. And when I bring on a guest blog, or when I guess, blog myself, that is the number one thing I look for, they don't have to necessarily have the highest domain authority or authority in Google's eyes. But if they're extremely relevant to my audience, and the content is extremely relevant to my website, that's when there is a match made in heaven.
So guest blogging is often misunderstood or gets a bad rap for a variety of reasons, as I talked about, I want you to understand the value of guest blogging, so that you can decide if and how to make it work for your business.
Influence is not defined by how many followers you have on Instagram. Influence is equally defined by how many followers you have on YouTube, or what is the domain authority of your website, or how many podcast downloads you get per episode. It is everywhere across digital media.
Social media does not work that way. Organic clicks are the hardest things to get.
Blogs or bloggers have tremendous influence, especially when we talk about clickability. But it's for brand awareness as well.
So if I'm going to link out, because it's the best practice, and with every link, I want to educate my audience more about that anchor text, whatever it is, I'd rather link out to someone that I like know, and trust, right. And that's where the relationship building the influence and marketing aspect really kicks in, and can be really, really powerful.
How Product-Led SEO Will Help You Reap Real ROI from Search Engine Optimization [Eli Schwartz Interview]
11 Apr 2022
00:42:53
Have you ever wanted to pick the brain of an SEO expert and get the real scoop on what makes for good - and bad - search engine optimization and even understand for what situations SEO might not be the best investment of your marketing budget?
If so you are going to love this interview with Eli Schwarz, author of Product-Led SEO. I guarantee you after listening to this episode you will see SEO in a brand new insightful light!
Key Highlights
[02:19] Introduction of Podcast Guest, Eli Schwartz
[03:38] How Eli Got Into SEO
[06:45] Going Beyond Keywords
[10:10] How to Identify SEO Opportunities
[14:23] Types of B2B Companies that Best Fit SEO
[19:03] Eli's Definition of Investing
[22:17] Productled SEO
[24:19] Example of Succesful Businesses
[28:27] Programmility and Scalability
[29:56] Things People Overlook SEO
[34:12] Smarter AI in SEO]
[35:26] Final Advice
[37:43] Connect with Eli
Notable Quotes
I think the idea is in the idea for all marketing, social media, SEO, paid media, brand media is users, you want to sell something, even if you're not selling an actual product, you're selling eyeballs, you're selling your media, you're selling retention, you're selling on brain authority.
I want to bring SEO back to that which is search is just a medium for people to find us.
So I think if you think about search as a medium and search as a concept, then you're focusing on the user, which is how do I create the best content, the best material for the users that are going to be using searches immediately, not how am I going to understand Google's algorithm of today and improve upon that so I show up as high as possible.
Know where you are in the funnel and build the effort around that.
So that's all I'm saying is do the basics, but don't make it an investment. If it's not a channel, don't spend money on advertising if you're not going to get users from it.
When I say product lead SEO, I mean that your understanding that there is a user out there on search that is looking for something that you can sell, and you build an entire product around it.
So educational content, again, if if it doesn't scale, then you're limited by how much content you can create.
90% of websites don't do SEO. That's a fact. I think it's probably 99% of websites in the world don't do SEO. So all the rules that Google has, has to work for the 100%, not just the 90%
If you can't justify your spend on SEO, if you don't see how the amount of money you're spending on SEO will ever repaid back, you can't put it in a spreadsheet.
We've been hearing for some time that Artificial Intelligence (AI) will change not only the way we do business but society as well.
The truth is, marketers have already started to use AI, many time without knowing it. This is because many tools are already including AI algorithms in their analytics, such as the social media analytics tool Social Insider.
Lately there has been a lot of buzz around using AI to actually create content. How far have these platforms come? Listen in as I literally tell you what AI-generated content sounds like so you can come to your own conclusion as to if and how you decide to leverage the technology for yourself.
What I feel are the most compelling use case scenario for these tools, which are ads, Facebook ad headline, Facebook, ad primary text, you want to have some variations of different ad copy, will, this can actually shoot out a lot of different variations very, very quickly,
I recommend and I enjoy the fact that there are multiple outputs for this. But you get a sense that with some correction, we can actually leverage this and it sort of spices up our language.
I think the best content is content that triggers on people's emotions, that has your own unique perspective that has more of a human element to it.
But anyway, I just wanted to plant a seed in your head that, whether it's email copy, whether it's blog post or ad copy, I don't think that these tools are going to replace human beings. But I do believe that as a helper, to help you do research, help you make sure you're covering your bases in terms of content, because if the AI can find content that they think you should include in your blog post that you're not including, then maybe you don't have all your bases covered, right?
I think now is the time to start embracing these tools not to replace human beings. But as helpers, to help you make better content in less time.
And writing is an art. And I would never publish anything without running it by human editors, or my own human eyes and making my own human corrections. But I do believe when you're just your creativity, well is running dry, when you have nothing to say, using one of these tools is
A Fresh New Perspective on Instagram Marketing: How to Blog on Instagram [Terri Nakamura Interview]
04 Apr 2022
00:48:50
Are you looking for creative angles to your Instagram marketing?
Today's guest, Author of Blogging on Instagram, Terri Nakamura, will introduce you to a refreshingly unique way of looking at the platform that will spark some new creative ideas for your own Instagram marketing.
You don't have to start a blog to be successful on Instagram, but following Terri's advice will undoubtedly help improve your Instagram marketing game!
Key Highlights
[02:44] Introduction of Podcast Guest, Terri Nakamura
[06:36] Who is Terri?
[11:21] Why and How Terri Started Blogging on Instagram
[12:17] Courses Terri Took in Digital Marketing
[14:48] Why Terri Wrote a Book
[17:57] How Terri Found Her Publisher
[25:04] The Value of Publisher
[27:07] The Route Terri Took
[33:06] Evolving Blogging for Instagram to Book
[36:52] Terri's Advice to Those Who Take Advantage of Instagram as a Blogging Platform
[39:17] "Make EveryEmail a Love Letter"
[40:16] Impact of Instagram on Developing Relationships
[42:27] How to get the most of Instagram
[44:11] Connect with Terri
Notable Quotes
I think some people just feel like social media is there to be an advertising platform and they don't deliver any value.
Understanding the value in education and the other things that you deliver to your audience are the things that draw them to you.
I think blogging [on Instagram] is a really great place to experiment for people who want to write and have and engage with the audience.
You don't make money off the book, you make money off people who read the book, who reach out and want to hire you.
If you have a visual way of representing what you do, or you have a visual product or service, it's even better for that platform. You can't be everywhere. You don't need to be everywhere.
You have to prioritize and know where your time is going to be the most valuable. You can collect other kinds of data that will indicate whether or not you're on the right track and what kinds of things resonate, and how many times you get on to the Explore page and stuff like that.
And it's really important to build an audience and awareness, so you get other benefits.
So you can imagine that if you treat social media and Instagram in that way, and you are putting your attention creating a blog post and every post you publish there, it can be really impactful because it really is a personal platform. And you can personally connect with people and engage with people in that way.
Modern Marketing Mastery: Insights on Content Strategy with Robert Rose
07 Jun 2024
00:58:30
Unlock the secrets to mastering digital marketing in my latest episode featuring an interview with the legendary Robert Rose. Robert is the guru on all things content marketing, but our conversation did not stop there. In this episode, Robert shares his journey from the dot-com boom to becoming the CMO of a startup, leveraging content to outshine industry giants and co-founding the Content Marketing Institute with Joe Pulizzi. We also touched upon how the latest advancements in AI, including ChatGPT 4.0 and Claude AI, are revolutionizing content strategies and what these mean for businesses. We dissect Google's latest algorithm changes and explain why long-form content and a data-driven approach remain vital to staying ahead in the SEO race.
We'll explore how the landscape of content marketing has evolved, why personal branding is crucial for small businesses, and the innovative integration of AI in marketing strategies. Robert emphasizes the need for a clear content process before adopting AI, illustrating through real-world examples like the legendary weather predictions of A Plus Roofing. We'll also discuss how content marketing now focuses on holding attention and creating meaningful customer relationships, using unique stories and value propositions to differentiate in saturated niches.
Stay tuned as we unravel the secrets to a successful content marketing framework and share practical tips on aligning your strategy with the customer journey. Plus, hear about Robert's book "Content Marketing Strategy" and his insights on the rising role of content entrepreneurs.
Let's dive in and master modern marketing together!
The 10 Areas of Your LinkedIn Profile Where a Majority of You Are Failing
31 Mar 2022
00:37:27
Working with corporate clients I have developed my own 100-point LinkedIn profile audit score that looks at 20 different areas of a LinkedIn profile. And, year in and year out, most professionals underperform in these 10 areas.
Listen in for some tangible and actionable LinkedIn profile advice!
Key Highlights
[02:23] LinkedIn Profile Completeness
[03:30] Social Selling Index
[04:09] What Social Selling Index Does?
[05:21] My 100 Point System
[07:26] Searching for People
[08:00] Top 10 Areas Where Majority of Professionals Underperform
[08:55] Personalized URL
[11:15] Creator Mode
[15:10] Featured Section
[16:31] Past Company Experience
[20:29] Concept of Waiting
[21:44] Volunteering/Organizations
[24:03] 5 First Priority Areas
[24:16] Professional Summary
[26:20] Write Your Professional Summary in First Person
[28:31] Publish More Content on Linkedin!
[31:09] Current Company Experience
[31:59] Gain Recommendations
[33:27] Summary
Notable Quotes
I'm finding that a majority of employees, and these are generally primarily sales-focused people, they are falling short, in pretty much the same 10 areas, year in and year out every time I do this.
This proprietary methodology that I think really brings your LinkedIn profile into alignment with the high performers in your industry. And as you all know, all roads on LinkedIn lead to your profile. That's why it's so critical that you get it right.
The LinkedIn profile is almost like your second website. In fact, if you do not have a website, your LinkedIn profile pretty much is your own website. And that's why you want to make sure that your profile is up to par.
I always say claim your personal URL before someone with a similar name does.
I would bet that LinkedIn by limiting you to high five hashtags, it's really saying that you specialize. You're an expert in these areas, and therefore, when you publish content around those areas, it would make sense that maybe it gets a little bit more priority than people that don't have those hashtags that are publishing content with those hashtags.
LinkedIn is an inbound marketing tool, the more data you give it, the more places that you said you worked, the more keywords you can add in those places, the broader the connections you can make with other people.
It was my wife who said, you know, all those past relationships that you have, add up to who you are today. They've made you who you are today, they are a part of you. There's nothing to be embarrassed about. I would say about all your past experiences, add up to who you are. And you never know when that past experience is going to come in handy.
By putting volunteering/organizations in your profile, you're not only building that potential data poin
Top 5 B2B Content Marketing-Aligned Lead Generation Strategies [Jeff Baker Interview]
28 Mar 2022
00:48:43
Content Marketing. Blogging. Search Engine Optimization (SEO). Email Marketing. How do these all fit together seamlessly and strategically to help generate new leads and business?
This is the broad topic that I speak with Jeff Baker, CMO of the leading content marketing agency Brafton, about.
By the end of this conversation you will:
Understand B2B leads: from the buyer persona to the user intent.
Learn how to create a cohesive content marketing strategy that drives leads.
Learn the differences amongst the top 5 strategies: Lead magnet, Free tools, Original research, Case studies, Newsletter.
Key Highlights
[01:37] Introduction of Podcast Guest, Jeff Baker
[02:43] Jeff's Journey to Digital Marketing
[05:32] What is SEO?
[09:30] Should I Create Content Using AI?
[15:10] Looking At Search Intent and Buyer Persona
[19:13] The Importance of Adding Value to Your Audience
[19:35] Why Blogs Exist?
[20:07] Selling by Teaching
[22:51] What is a Lead Magnet?
[23:00] Five Strategies to Lead Magnet
[27:02] One of the Best Lead Magnets
[28:55] Tool that Jeff Recommends for Lead Magnets
[31:01] Creating Original Research
[35:57] Writing Case Studies
[39:02] How to be Successful on Newsletter
[45:25] Connect with Jeff
Notable Quotes
The new SEO strategist is going to be a content strategist.
The soul and really caring about the topic, and showing the unique perspective is what really is going to differentiate that content and which is going to help not just in search engine rankings, but generate leads as well.
Most of the time, when I see people getting this wrong with lead generation, it's they're mismatching the intent of their users with the goal that they're trying to accomplish.
So for me, my best recommendation is to follow the intent all the way through to the end. So understand that my intent for this particular topic, this search is information, I'm just looking to learn and don't break that pathway and offer me something that adds value to my current mindset.
When creating the strategy, the informational, and just understanding those intersection points, and really trying to knowing that some of that content is going to more directly generate the leads, and the remainder is really going to indirectly.
Same point with the lead magnets. It doesn't need to be an earth shattering, lead magnet or tool that nobody's created, or nobody's ever thought about. It just needs to add some value, you know. And the good point is that, we always assume we need to provide a lot more than the user does.
Start with the assumption that nobody wants to read it. And what that's going to do is it's going to force you to create something way out of the box with your subject line and with the content that yo
The Simple Formula to Social Media Marketing Success
21 Mar 2022
00:24:47
I just came back from speaking at Berkshire Hathaway Homeservices, the leading real estate company in the United States and the World, annual convention. Working with realtors I have realized 2 truths:
They are entrepreneurs and need to build their own business like any other business owner
Like most entrepreneurs, a lot of them simply don't have the time and/or resource to consistently show up on social media
While there are some EXTREMELY savvy real estate pros when it comes to social media, from a numbers perspective, my experience is that an overwhelming majority are still looking for the magic bullet to help them gain value from social media, where they know they need to be more often.
Whether or not you are in social media, I am hoping this message resonates with you as well!
With that in mind, in this episode I share with you a simple formula to give you some boundaries yet concrete guidance to make the most of social media marketing in the smallest amount of time necessary.
I hope this inspires YOU to ACTION!
Key Highlights
[03:50] What I Noticed On Successful Real Estate Agents And Salespeople
[05:36] Reimagining Content for More Impactful Social Media Marketing
[07:43] People Want To Engage With People, Not Objects
[08:4] It's All About Action
[09:35] Include Yourself More In Your Content
[10:15] Visualize Everything That You Do
[11:42] Stick With Big 3 Platforms
[15:00] When To Customize Content For Every Platform
[15:47] Things to Remember If You Want to Publish Same Content Across Platform
[20:00] It's Okay to Include Yourself In Your Content
Notable Quotes
I find that a lot of real estate agents, a lot of salespeople, and a lot of businesses are self promotional in their content and social media, which tells me, they don't look at social media as this golden arena where we can develop relationships of value with all sorts of entities, all sorts of people.
But more than often, people want to see you they want to engage with you, they engage more with people than they do with logos or inanimate objects. It is just the general rule of human beings and, and how and why we engage with people. And this is what social media is all about.
I want to challenge you to be 100% visual, with your content. This is what social networks want. This is what people engage with more. And at the end of the day, this is going to get you the most eyeballs.
this is what I want you to think about when it comes to your social media marketing. It should be a process, it should be a system because I want you to save time for the actual engagement for the proactive engagement of finding new people reaching out to new people and the reactive engagement of obviously being there when people engage with you.
How to Measure Your Digital Marketing Ads ROI in a Non-Trackable World [Elijah Kirsch Interview]
17 Mar 2022
00:40:16
Yes, there are big changes underway in the world of Facebook and Google Ads, in case you hadn't heard. Beginning with GDPR, the trends are slowly moving in the favor of consumers, and advertisers are being challenged in accessing the same amount of rich data they used to be able to more easily obtain effective digital marketing advertising results.
What should your business do to measure your digital marketing ads ROI in a non-trackable world?
This is the topic of an informative interview I had with Elijah Kirsch, CEO and Founder of Zonder Marketing and also one of the leading consultants at Mayple Marketing Solutions.
Some of the things we discussed include:
How to understand the current digital and social media advertising situation and further push for privacy and its impact on your advertising
Learn how to measure ROI through a variety of A/B testing methods
Discover "hidden" ROI measurements in your data
Key Highlights
[02:42] Introduction of Podcast Guest, Elijah Kirsch
[04:42] Elijah's Journey to Digital Marketing
[06:27] The Evolution of Digital Marketing
[10:32] Look Alikes and Remarketing
[12:10] Changes in Social Media Platforms
[13:03] Changes in Paid Digital Marketing
[15:00] Things That Businesses Should Be Doing Now
[19:44] Attribution On Multiple Touchpoints
[23:12] Elijah's Favorite AV Testing Methods
[26:42] Hidden ROI Measurements
[30:57] How Mayple Helps Businesses
[34:15] What To Look Foward In The Next Years
[36:30] Connect With Elijah
Notable Quotes
And one thing that I believe in is when you're taking over a client that already exists, and they already have campaigns, don't just run your own. I've seen that happens so many times where agencies consultants are like, hey, I've got a better idea.
While this year is tough, just because you have that year over year comparison, I think going forwards with these, you're going to see much smarter implementations much, much more cohesive stories doing putting more effort into those areas than I think what often got done in the past.
And so I think what the businesses are going to start to do is really understand what that incrementality is.
I think we as marketers need to be much more integrated, no longer can we just look at return on adspend and call it a day, another client of working with doing Google Shopping, I've reset up all their campaigns based on their actual margin.
You can completely change how a company works and operates by understanding that data, it takes a lot more effort, it takes time, and it takes understanding. But I find it extremely helpful.
You can't have mediocre creatives anymore. They have to be on point. You have to be working with people and be integrated into that brand team.
Twitter is an often forgotten about but potentially extremely powerful option for your social media marketing.
What impact can Twitter have on your marketing? What businesses should utilize it? And how to go about best using it?
Find out all you want to know about Twitter marketing on this episode of the Your Digital Marketing Coach podcast!
Key Highlights
[05:13] Why I Invest Time and Energy On Twitter
[07:08] Twitter as A Great Discovery Tool for News
[07:48] The Magic of Twitter
[08:33] The Value of Twitter
[09:08] Importance of Twitter Ads
[10:23] Connecting and Engaging Is Easy On Twitter
[11:52] Twitter's Content
[13:48] Share Natively!
[16:04] Hidden Engagement
[16:32] Things You Can Do To Start A Conversation
[17:23] Why It Is Easier Develop Relationships On Twitter
[19:04] Summary
Notable Quotes
Now, a lot of us marketers publish a lot to Twitter. And we tend to use tools to do that. And when you use a tool on a platform, you sort of lose touch with the reality of the platform. And I definitely realize that with Twitter, really as a place to monitor the news, Twitter does a good job of pointing out news that's going on from reputable sources.
Once again, that happens on Twitter, it's because it's where the news breaks. And it's where the media is. And if you're a business, or if you're a solopreneur. entrepreneur, you want to get covered by the media.
The life span of a tweet is very short. It's the repetitive gesture of checking it on Twitter, if you're doing it organically, several times a day, if you're tweeting a few times a day is going to be the cadence that you need, I believe in order to make impact there because it is so noisy.
And there's very few platforms today that we can say that about, but compared to a tick tock, or any other platform, Twitter really is the easiest platform to connect and engage with others on to have conversations.
So if you want to go a little bit further with Twitter, assuming that you're already publishing content on LinkedIn, on a Facebook, or on an Instagram, or even on a tick tock, you can take that exact same content and publish it on Twitter, that would be my number one recommendation for you.
The magic starts when you engage with others, when you engage with influencers with thought leaders with your followers. And the more you tweet, and the more you engage, and that engagement should also include proactively following, the more things tend to happen over time, like anything else in social media, it has a tumbleweed effect.
And part of me is like when everybody talks about going to LinkedIn or a tick tock or an Instagram, there's always value in all these other social networks that a lot of people have forgotten about. They're all equally important.
TikTok vs Instagram: What the Best Platform for Influencer Marketing is in 2022 [Justin Kline Interview]
10 Mar 2022
00:36:20
Instagram has always been the King of influencer marketing, i.e. where a majority of influencer marketing budgets have been going, but with the emergence of TikTok, which is the best place to engage with and activate influencers?
Joining me today is influencer marketing expert, and Founder and CEO of one of the leading companies in the influencer marketing space, Markerly. We go deep into what makes TikTok such an appealing venue for influencer marketing, including:
Why TikTok is the place to be for young people.
Why it's more engaging than any of the incumbents.
The amazing value you can get working with TikTokers and how competitive their ad platform is for brands.
Key Highlights
[02:07] Introduction of Podcast Guest, Justin Kline
[05:03] How Justin Get Into Influencer Marketing
[07:26] Transitioning From Social Network to Influencer Marketing
[10:26] The Growth of Tiktok Over The Last Years
[13:10] Changes in Tiktok Demographics
[14:53] The Rise of Tiktok During Pandemic
[18:00] What Makes Tiktok Special?
[20:03] The Role of Influencers
[22:00] The Differences of Going Into Influencer Marketplace
[25:16] Tiktok Ads
[27:07] Tapping Into Creative Force of Influencers
[28:40] Branded Partnership in Tiktok
[29:57] Knowing the Demographics to Invest Into
[33:46] Connect with Justin
Notable Quotes
It's just crazy how, how much the pandemic has changed things. It's really fascinating. And yeah, and I look at Tiktok is very much an entertainment platform.
I think it's just this never ending stream of stuff that they're predicting, you're going to like, and the more you, you know, the more you use the app, the better it gets at, at suggesting content to you.
Influencers are keeping people interested in making content that, you know, is going to capture people's attention. And, you know, that's a hard job.
Tapping into this creative force, that enables you to think of ideas and to come up with content that you wouldn't have been able to come up with on your own. That is more likely to engage people because they on a daily basis, they're putting out content, and they're getting instant feedback as to how effective that content is, and how much that content resonates with their followers.
That's sort of a unique type of entertainment that just didn't exist in social media until Tik Tok. Right. So an example of raising the bar now other people are probably trying to do the same thing. And now we're going to see new things. So it just continues to evolve at a very, very quick pace. So I think that's one of the reasons why, you know, working with influences become so critical.
And what might you be missing out on that is relevant for LinkedIn in 2022?
I have written 2 books on LinkedIn, and more recently have written a free ebook, Maximizing LinkedIn for Business, that I try to update every year according to the latest trends of LinkedIn and features it offers.
I just came out with my latest version of the free ebook, Maximizing LinkedIn for Business, which is now available for immediate download here:
Learn what the latest LinkedIn features that I recommend you focus on are in this episode of the Your Digital Marketing Coach podcast.
Key Highlights
[00:16] My Definitive Guide to Email Marketing Ebook
[07:17] LinkedIn Can Deliver Results
[10:08] My LinkedIn Data Points
[14:30] Main Newest Features of LinkedIn
[14:46] Freebies On My Website!
[15:24] First Thing I Would Prioritize Now On LinkedIn
[16:22] Generating Emotional Connection
[18:24] Featured Section
[20:44] Visuals Attract!
[22:14] Creator Mode
[24:00] Benefits You Will Get On Creator Mode
[26:05] Speculations on LinkedIn
[26:37] Newsletter Feature
[28:15] How To Turn On Creator Mode
[29:55] LinkedIn Automation Tools
[32:11] How To Get Massive Exposure On LinkedIn
[34:42] Summary
Notable Quotes
LinkedIn is delivering 13x more traffic to my YouTube channel, then Facebook is at a pretty comparable follower size, which goes to show you that organic content published on LinkedIn can perform really well.
You want to share information that's going to generate leads. But the other side of it is your human side. The ability to generate an emotional connection with people that together with brand awareness does lead to that content that you want to convert on being seen by more people.
LinkedIn is still not Twitter. And it's not Facebook. But you can get more personal. You can share more personal stories, and more personal things about yourself that are inspirational.
So think a little bit differently with your content, continue what you've been doing, but try to mix in more of that personal content. And I think you're going to get more engagement and with that, all of your other content afterwards is going to get more visibility.
So my recommendation is it can only benefit you turn it on and at a minimum just put those hashtags that are relevant to you and or your brand up on your profile.
If you want to get massive exposure on LinkedIn, and you want to start building out a big network.
So I'm not going to say LinkedIn automation tools don't exist, because they do, I'm not going to say they can't be efficient, because
What is the Link Between the Creator Economy and Content Marketing? [Joe Pulizzi Interview]
24 Feb 2022
00:35:30
I talked about my perspective on the Creator Economy with its relationship to influencer marketing on episode 241 literally 10 episodes ago, but seeing how it is a trending buzzword these days, I wanted to invite on an old friend to give us his perspective, as he is literally launching the first event around the Creator Economy called the Creator Economy Expo (go here for a $150 discount: https://nealschaffer.com/cex)
And this guest, Joe Pulizzi, founder of Content Marketing World, knows something both about content marketing and launching and running successful events.
Listen in to learn Joe's perspective on where things have gone with content marketing and where they are heading with the Creator Economy. We covered a LOT of ground on this podcast, even touching upon the metaverse / Web 3.0 and NFTs.
If you want to understand the future of social media marketing, you'll want to listen to the end!
Key Highlights
[01:29] Introduction of Podcast Guest, Joe Pulizzi
[04:19] Evolution From Content Marketing to Creator Economy
[08:27] What is Creator Economy Expo?
[09:42] Why Content Creators Shouldn't Be So Focused on Social Platforms
[12:11] What is a Content Creator?
[13:45] Why Creator Economy Expo Was Created
[15:16] The Ultimate of Creator Economy
[18:47] You Need to Build Audience First!
[20:04] The Best Way to Generate Revenue
[22:54] Focus On One Platform and Master It
[25:50] Tilt Niching Vs Tilt Differentiation
[29:17] The Mission Of Creator Economy
Notable Quotes
And really, when it comes down to my take may be versus a lot of different people is I don't like what's going on with content creators being so focused on social platforms, when those social platforms then make the changes as they always do.
What I found over COVID was what was old is new again.
The core really is to be content entrepreneur.
You had a lot of great things that are happening. And I don't want people to miss that. So my recommendation is let's experiment. Let's see. But this is really something new that can move content creators from being totally dependent on social platforms.
Look at the ones that aren't, the ones that are successful, already have an audience and get this, they usually have a pretty good email list.L
Let's get rid of some of this stuff. Let's focus on being great at one or two things instead of just throwing your content all over everywhere.
What are the two biggest problems with companies that try to build an audience, one is they don't have a content till they don't have a true differentiation area. And the second is they don't deliver consistently over a long period of time.
If you are not building out an email list, you are leaving money on the table.
And if you have an email list but are not regularly engaging with your email subscribers, you are leaving money on the table.
Listen to this episode to learn why email marketing is so important, has the highest ROI of any digital marketing channel, and a preview of my new free ebook to help you understand best practices in how to "do" email marketing right.
Download my free ebook, The Definitive Guide to Email Marketing, here:
https://nealschaffer.com/email-marketing-guide/
Key Highlights
[01:54] Introduction to My Newsletter
[03:04] What I Realized About Influencer Marketing
[04:34] My First Ebook On Email Marketing
[05:18] How Email Marketing Benefit Your Business
[05:25] Choosing the Right Email Marketing Software
[07:17] Why You Have To Build An Email List
[07:46] Email Marketing ROI Example
[09:11] Another Data Point
[09:35] How To Know the ROI of What You're Doing
[12:06] Podcast Data Points
[12:42] How to Engage and Build Relationship With People?
[14:46] How to Build Email List
[16:08] How to Leverage Sequences
[16:38] Keeping It Human
[17:31] Make Every Email A Love Letter
Notable Quotes
Based on their business objectives, I realized that influencer marketing wasn't the only way in which they could reach their goals. And in fact, in some cases, it might even be the best choice.
And at the end of the day, everything else you do is on rented land, social media is rented land. If you're trying to get better search engine rankings, it's rented to YouTube, Apple podcasts, it's all rented land, we don't own it, the only thing we own our own websites, more importantly, our own email lists, right, which give us direct communication.
And we could say the same thing on a podcast and YouTube as well. This is content, it's gonna live forever in the search engines. It's out of your control, but you're building asset.
They continue to develop a deeper relationship with their customers, their customers continue to open their emails, and they continue to act upon what those calls to action are.
Because once again, they may see us on social media, they may not they may see us in search engines, they may not they may come to our website, they may not. But the email, we know that we can get in front of people, right. And when we get in front of people, we need to be strategic about how we do it. But if we are given the privilege to directly communicate with people, that gives us an opportunity to deepen the relationship on our timeline, rather than the timeline of an arbitrary algorithm.
I realized there was a gap in the market marketers were being misled on what influencer marketing was, they were missing out on an extremely impactful way of
Everybody Says This is the Year of Video. But What Exactly Should My Business Do to Best Leverage Video? [Scott Miller Interview]
17 Feb 2022
00:26:30
Every year we come out saying that this is the year of video.
Seems that way doesn't it?
Even if you know you SHOULD be doing more video as part of your marketing, it can be challenging if you don't know exactly what you SHOULD do.
I also face this challenge, which is why I'm excited to present to you this interview I had with Scott Miller, content marketing expert and Founder and CEO of Centerpost Media.
We discussed:
Understanding the power that video can have for your marketing.
Did you know, for instance, that 64% of internet users are more likely to buy a product after watching a video?
How to create the perfect video.
If budget allows, hire a professional to help you with videos, but if you are going to produce the videos yourself, there's a LOT to consider.
How to best use your videos on social media
and more!
Needless to say if you are trying to play catch up with video, this episode is for you!
Key Highlights
[01:35] Introduction of Podcast Guest, Scott Miller
[06:48] Why We Need To Focus On Video Today?
[09:25] How To Create A Perfect Video?
[12:28] Balancing Professionality With Authenticity
[14:22] Tips And Tricks On Preparing Recorded Videos
[16:00] Scott's Suggestions On How To Come Up With Ideas For The Video
[16:37] Expert Marketing
[18:00] How To Best Use Videos On Social Media
[20:53] Balancing Videos With Other Content Type
[23:32] Connect With Scott
Notable Quotes
I think it goes back to one of the trends we're seeing in marketing is being authentic. And so more and more consumers want to know, what does the CEO stand for? How are they treating their employees? Video allows you to convey who you are and tell your story. And I think that's the reason why it's so powerful.
I think for me, it always starts with what are you trying to accomplish? I think that's that's step one. When we talk about creating video, you do not have to have video on every single platform.
It doesn't have to be huge, you know, it doesn't have to be complicated Neil, it just has to be something that if I'm watching your video, am I getting your message? Is that coming clear? Are you communicating that? And certainly the video does it. But I think having a closed captioning and having the text helps with that as well.
80% of the content needs to be free advice. So think to yourself, what are some things I can offer for free, and that scares business owners, right? If you give me something for free, and I try it, and it works, and I want a deeper level, who am I going to go to? This is really about you know, you call it expert marketing, it's about you are already expert in your field.
Stop worrying about following the social media trends that do not bring you additional business.
AI. It's not just a buzzword, it's a game-changer. But are you leveraging its full potential in your marketing strategy, or are you still just scratching the surface? Today’s episode is all about making the AI shift—learning how to work faster, smarter, and scale like never before. From optimizing your processes with AI-generated content to automating repetitive tasks and beyond, we’re diving deep into practical steps you can take to stay ahead in this rapidly evolving landscape. So stay tuned to this next episode of the Your Digital Marketing Coach podcast.
The Number ONE Thing You Can Do to Create IMPACTFUL Content for Digital and Social Media Marketing
14 Feb 2022
00:22:12
Content creators are able to generate engagement and influence because they are not always using their content to promote a product or service, but they are using their content to connect with their community and provide value.
Just as businesses are at a disadvantage in social media, with the growth of the creator economy, I would argue that the tables are turning against businesses in all of digital media.
I want to share with you what I have learned over the last two years of post-COVID digital marketing and why the creator economy will continue to eat into the mindshare that businesses have had in digital marketing.
Once you understand this, even if you are a business there is still a way to gain mindshare and compete with content creators.
The secret is the one thing that this episode is all about, and you'll have to listen in to find out what it is and the various examples I use to help you see the light!
Key Highlights
[01:26] Why I Keep Going
[03:03] My Library of Content Around Influencer Marketing
[03:51] Content Marketing 101
[05:00] Who Are We Creating Content For?
[06:07] My Blogging and Author Journey
[06:57] Revising My LinkedIn For Business Ebook
[08:17] Why I Select My Podcast Guest Carefully
[10:32] Be Part Of The Process
[11:09] Why You Should Not Outsource Critical Tasks To Your Brand
[11:36] What Drives Me?
[13:18] See Whatever You Do In Digital Social Differently
[16:01] Why Email Is Still The Best Way To Engage With People
[18:26] Infuse Concept Of Caring For Other Others In Your Content
Notable Quotes
I always say content is the currency of digital media content is the currency of social media.
But the important thing is, when we're creating this content, is it all about us? Or is it all about them? Are we creating it to have a one sided transaction so that we are the ones profiting? Or do we truly care about that other person?
But the important thing is, I've always wanted to give out my best content, and have always wanted to not hide anything and give what I thought was the best advice, whether or not it made me money. Because I know that this is the information that my community needs.
But the central part is I care about I select these people that want to be on my podcast very, very carefully. I am very, very careful as to who I accept, because the whole lens is will this person provide you valuable information?
There's nothing wrong with having writers as part of your team. But at the end of the day, you need to be part of that process, you need to be an integral part of that process.
What drives me, ladies and gentlemen, is that I want to leave the earth a better place than it was without me. That's what drives me is leaving whatever legacy I can.
How Influencer Marketing Will Change in 2022 [P.J. Leimgruber Interview]
10 Feb 2022
00:32:12
Today I have a special guest who is also an influencer marketing expert discussing the past and future trends of influencer marketing. P.J. Leimgruber is the founder of one of the leading influencer marketing platforms, NeoReach, and he most recently founded the Clash App.
He developed this new app because he feels that the existing brand deal system that is prominent in influencer marketing is broken. That's why PJ recently joined forces with former Vine sensation, Brendon McNerney, to launch Clash, a short-form video app with built-in creator monetization tools, to solve the problem, and provide the infrastructure necessary to create a more sustainable brand-deal ecosystem.
Some of the things we discussed include:
How social media user behavior is changing going into 2022, and why that's a good thing (creating more authentic interactions, building off of connections to niche audiences and devoted fanbases)
How brands can leverage "microtransactions" and tools like Clash drops to connect with target audiences
What changes we will see in 2022 in influencer marketing trends
Key Highlights
[02:08] Introduction of Podcast Guest, P.J. Leimgruber
[04:28] P.J's Journey To Founding Neoreach and Digital Marketing
[07:49] Using Influencers Instead Of Traditional Ads
[10:28] The Difference of Social Media Now Compared Before
[12:49] Creating More Authentic Interactions
[13:53] Why Brand-Deal Relationships Are Broken Today
[15:49] The Problem With How Influencers Are Treated
[16:51] What Are Microtransactions And How Brands Can Leverage Them
[19:07] What Clash App Does
[25:25] The Shift For Influencer Marketing Next Year
[28:48] Connect With PJ
Notable Quotes
It doesn't necessarily need to be in the sense of scale, in terms of millions of followers, you know, we're seeing these small micro creators have had great success doing what they love. And that's encouraging to see.
I think that creators now more than before, really understanding that distinction, and really think about how do they cultivate those relationships with those top fans.
I encourage the folks that are on the brand side, to really rethink their influencer strategy and that lens and think less about the performance metrics and the views and the numbers and really think about the creation of the fostering a connection between the brand and the creator, the same way that the craters foster that connection with their fans.
What we want to start thinking is not what the creators think about is how do I break away from needing to fit the mold of what the brands are looking for, into saying that I just want to be me, and I want to build relationships with my fans, I want to build my digital community, I want to connect with my ride or die fans.
How to Pivot Your Digital Marketing Strategy for 2022
08 Feb 2022
00:34:32
With all of the changes that society, technology, and social media undergoes at a frenzied pace, have you taken a step back to analyze your results from the previous year and use that insight to pivot your digital marketing strategy?
This podcast provides you a living example of how I balance my own digital marketing channels, what I learn from the data, and how I plan on applying it to all of my digital marketing this year.
I hope this episode both inspires you and provides you with a concrete example to help you truly Maximize Your Digital (and Social, of course!)
Key Highlights
[02:34] A Little Personal Story
[08:06] How to Pivot Your Digital Marketing Strategy For 2022
[10:04] Looking At The Output in 2021
[11:26] Blogging As Part of R&D
[12:33] My YouTube Output
[13:44] My Podcast Output
[14:52] Rebranding My Podcast
[15:45] My Email Marketing Output
[17:05] The Big Three Areas of Digital Marketing
[17:53] Initial Results for my Blogging
[19:40] Initial Results for my YouTube
[20:07] Initial Results for my Podcast
[21:21] Initial Results for my Email Marketing
[22:26] Conversions On My Website
[25:11] My Fractional CMO Services
[25:34] My Mastermind Community
[26:12] Plans for 2022
[28:15] Outlines
[29:31] Giving Social Media Algorithm What They Want
[30:50] Summary
Notable Quotes
But for me, this is the output I needed, I'm not going to go overboard and say I'm going to blog twice a day, I think blogging four times a week, over the course of a year, says that in my library of content, I have 200 pieces of content. And for most companies that that is enough, you don't even need to blog four times a week. That's just me.
And you know, the goal for 2022 is to stay consistent.
For me, it's really about building that strategy. And making sure that the content has impact. There's a lot of different directions I can go.
As I learned early on in my career, part of a strategy is also deciding what not to do. You really need to stay focused.
What I want to do this year is really be more strategic, and raise the quality of both my own content, and those guests that I invite to be on the podcast.
I like to keep things really, really simple. I like to provide you clarity, but clarity with impact.
To me, it's all about conversions. It's all about getting people on my email list, so that I can communicate with them a little bit more frequently, and promote what I'm doing a little bit more frequently as well.
And it really mimics the advice that I've been giving you on this podcast is to focus on non-social evergreen content outlets, my blog, my podcast, and YouTube.
But it's also about giving social media algorithms what they want, and they want video.
How Content Marketing Can Drive Thought Leadership [Rick Smith Interview]
13 Jan 2022
00:33:50
One of the benefits of content marketing is in generating thought leadership, but how exactly does it work?
This episode will go deep into content marketing, content syndication, traditional media, and how all of it can be leveraged to yield thought leadership. Specifically we will focus in on these 3 points:
1. Thought leadership requires a deliberate strategy Associations and nonprofits are authorities on the industries, professions and issues/causes they represent. Association and nonprofit leaders naturally have deep expertise to share. But thought leadership doesn’t just “happen.” This should be supported by a thought leadership strategy - to media, policymakers, members, prospects, donors, etc.
2. Thought leadership involves multiple tactics - but brings many benefits: There is no one way to do thought leadership. Some campaigns are directed more towards policymakers, others towards consumer media, others towards donors. Thought leadership spans speaking engagements, blogging, video, social media, by-lined articles and more. It is not a one-time thing: rather establishing thought leadership requires regularly communicating knowledge, intelligence, and insights. It is a long game, not a short burst, but has huge benefits of building credibility, trust, visibility and recognition.
3. Leverage visibility opportunities by give media what they can use: Thought leadership campaigns can be standalone, though are generally part of a larger PR/visibility campaign for an organization and/or an issue. For any visibility campaign, make sure your “owned media “ (social media channels, blog, Linked In, etc.) is robust. Then make it easy for media to cover. Submit by-lined articles or columns that outlets can run with. Regularly share not just data trends, surveys, and forecasts, but also stories of impact. Associations and nonprofits have so much knowledge but generally share it only with members or donors, etc. That expertise can go so much broader by figuring out the best way of capturing and communicating it.
Key Highlights
[02:20] Introduction of Podcast Guest, Rick Smith
[12:34] Why Deliberate Strategy Is Critical
[13:46] The Real Challenge To Content Marketers
[16:09] Ways To Build Up Your Credibility
[19:41] Multiple Tactics For Thought Leaders
[23:50] How To Leverage Opportunities Aligned In What Media Can Use
[27:50] Connect With Rick
Notable Quotes
The challenge people face is, you start off by wanting to build that credibility or be that expert.
You have to sit and think, what is it that makes you unique? What is it that you have to offer? You've got to craft your message.
People should be doing utilizing every channel they have.
If you got to think of it this way, the media is concerned about their audience, they want their audience to have inte
New Year New Digital Marketing: 10 Marketing Channels to Launch (or Relaunch) in 2022
06 Jan 2022
00:31:24
As we enter 2022, are you looking for some new inspiration for your digital marketing? If so, this is the episode for you!
Join me as I give you my suggestions on which 10 channels you should consider launching, or if you are already active but not getting the results you need, relaunching in 2022.
Specifically, these 10 things that I discuss in detail on this podcast are:
TikTok
ShortForm Video
YouTube Channel
Podcast
Pinterest
Blog
Email List
Membership Community
Workshop
Course
Key Highlights
[03:22] First Area I Recommend To Invest: TikTok
[04:33] How To Launch TikTok Channel
[06:07] Looking At The Patterns And Formats
[07:10] Type Of Content To Launch In 2022
[07:43] The Importance Of Storytelling
[10:07] The Third Channel To Launch Or Relaunch
[11:00] Type Of Content To Create For YouTube
[12:10] Developing Your Own Podcast
[13:51] How You Should Think Of Your Podcast
[16:00] Fifth Channel To Invest To Pinterest
[18:07] Why You Should Be Blogging
[19:08] Number 7: Email Marketing
[20:44] Develop A Membership Community
[21:36] My Community Membership
[22:30] Develop A Workshop
[26:12] Creating Course For Your Business
Notable Quotes
Begin to like not things that you personally like, but begin to like those things that you think your ideal customer would like.
Think the only way to understand this in all honesty is you got to be on the platform, you got to be consuming.
Consume process, reengineer and you need to find your own pattern, your own process that works for your company, to be able to do visual storytelling.
If you start with the objective of I want to develop relationships, I want to deepen relationships with customers. Or I just want to understand how people that have a passion for something think, or you know, whatever it is, that objective will keep you going will keep your podcast going, I think it's going to be easy to achieve.
If you're not sure, do some searches. See if your competitors are on there. See if there are content creators on there already creating content about your market. And if you see enough of it, go for it. If you don't see enough of it, I would still keep an eye on it and consider experimenting with.
Really think of email marketing in a way to how can I best develop relationships not only with website visitors to have them opt into my email list, but once they're on my email list, how can I generally develop a better relationship with them that is going to pay higher dividends for my business in the future.
It could be a very, very easygoing, low investment of time and resources way of allowing people to access you, but I think from your perspective, it's less about monetizing this an
New Year New Digital Marketing: 10 Things to Invest Your Marketing Budget in in 2022
03 Jan 2022
00:25:20
Welcome to 2022!
After reading all of those blog posts about social media and digital marketing trends for 2022, how are you going to invest your marketing budget this year?
This episode is focused on helping you find ROI from under-invested but important aspects of digital marketing in 2022, especially in consideration of recent trends.
Specifically, these 10 things that I discuss in detail on this podcast are:
Blog Content / SEO
Long-Form Lead Generation Content
Email Marketing / Marketing Automation
Long-Form Video Content
Short-Form Video Content
Influencer Collaborations
Employee Advocacy
Customers and Customer Experience
People
Education
Key Highlights
[02:55] First Thing To Invest Your Marketing Budget In 2022
[04:24] Ways To Be Resourceful On Your Blog
[05:08] Why Search Intent Is Critical
[06:13] Second Thing To Invest To
[07:45] Third Area: Email Marketing/Automation
[09:42] Email Marketing Tools
[10:11] Fourth Things To Invest Your Marketing Budget
[12:10] Should You Invest On Tiktok?
[14:27] The Benefit Of Collaborating With Content Creators
[16:29] Seventh Area: Employee Advocacy
[17:56] Investing On Customer Experience
[19:15] Ninth Item To Invest To
[20:13] Invest In Your Own Education
[21:55] Ways To Recreate Educational Experience
[22:16] Summary
Notable Quotes
It's time to regroup, ton to figure out how to best invest I'm all about every year, or even every quarter, sort of pushing that reset button just so that we're always in alignment. And we always understand the value of every dollar or yen or pound or euro, or whatever currency you spend is in your marketing.
Be the source of information by offering them something of value. It could be an eBook, a white paper, a webinar, a pre-recorded demo, but exchange that value for a lead, ie giving them some sort of information in a live or recorded format, to help with your demand gen efforts.
Make every email a love letter. And if you can have that philosophy with your emails, I do believe over time, they will get open more they will get read more, you'll build a deeper relationship, and it'll lead to more business for you.
There is value in influencer collaborations at the least, of learning how to better do this type of content by actually collaborating with influencers, having them do it for you, having them post to their social networks, but also in the contract, make sure you do this, but get access to the content so that you can utilize it for your own social profiles or website or social ads.
And through the art of doing this, you are going to have a natural fan base that won't just amplify and support your own content. But they will talk about you naturally, as well.
How Influencer Gifting Can Build Your Business [Mike Baddeley Interview]
30 Dec 2021
00:26:12
In The Age of Influence, I talk about how leveraging influencers is the best way to incite word of mouth in social media if you don't have a large fanbase.
What Mike Baddeley did for his brand Passchier is a case study that you can learn from as to how to go about doing this.
We're not talking about randomly paying random influencers with large followings to talk about you. We're talking about strategically building relationships with those that will probably be interested in your product or service and gifting them product to kickstart things.
It is an approach that many startups use with success, so listen in to how Mike has used this strategy to literally help build his business.
Key Highlights
[03:38] Introduction of Podcast Guest, Mike Baddeley
[06:26] How Mike Started Passchier
[08:52] How Mike Promoted His Products
[12:08] The Marketing Technique Mike Did To Spread The Word About Handlebars
[13:10] How Mike Find Influencers
[14:51] The Problem Of Finding Relevant Influencers
[16:24] Sustainability Angle
[18:25] How To Maintain Relationships and Expand At The Same Time
[21:44] Potential TikTok Marketing
[22:39] Mike's Advice On Leveraging The Power Of Gifting
[24:46] Connect With Mike
Notable Quotes
The spread the word key audience is his bike tourists and commuters. Just contacting these influencers on Instagram, or on their websites, and just approaching all these people.
You've got to get them in people's hands. And you know, you can't sell a secret member, someone saying that it's such an obvious thing to say, but you've got to get out there. And you've got to get people talking.
The journey now is some of the influences we've targeted and had dialogue in there reviewed the product, we need, you know, maintain that relationship. So managing that relationship is a critical part of that journey.
They've got an audience in the audience wants to hear information. And so if we can be proactive in providing that and providing product for their customers to to sample as well. So we're giving giveaways to their customer base as well, their member base as well.
What people forget is that creators need not just creativity and an audience, but they need content, they need things to get content around, right.
And it's a really good reminder that really what it comes down to is the content but also you being able to provide that and those do that have product have the ability to provide.
It might be a little bit harder to get people excited about wanting to try your product, but the higher value offer and the more relevant it is for the people you reach out to obviously, the better results you're going to get.
What is The Creator Economy, and What Is Its Relationship to Influencer Marketing?
27 Dec 2021
00:21:31
While many still cringe at the term "influencer marketing," something that has surpassed that buzzword of late is the "creator economy."
So what exactly is the creator economy, its relationship to influencer marketing, and how it can be leveraged by both business and, of course, creators?
Listen in to understand the historical perspective of the creator economy, and how the pendulum is swinging more in the favor of creators in this Age of Influence.
Key Highlights
[05:16] The Creator Economy And Its Relationship To Influencer Marketing
[07:19] The Golden Era Of Influencer Marketing
[10:19] How Content Creators Leverage Advertisements As Main Revenue Sources
[10:34] Other Revenue Sources That Content Creators Have
[11:34] Social Media Networks As Potential Revenue Source
[13:55] What Does Creator Economy Mean For Influencer Marketers?
[15:20] How Creator Economy Brings Transparency and Authenticity In Influencer Marketing
[16:37] Start Creating Content Now!
[17:46] Summary
Notable Quotes
You cannot become an online influencer without publishing online content, they go hand in hand. So being a content creator has always been a necessity to yielding influence online. But not all content creators necessarily become influencers.
For the first time social networks are actually paying creators to create content, knowing that it is the content and the influence is creating that content that users trust that keeps people coming back to the site.
I would argue that we're seeing an even greater democratization of online influence. And simply put, there are more content creators influencing more people than ever before.
For the first time social networks are actually paying creators to create content, knowing that it is the content and the influence is creating that content that users trust that keeps people coming back to the site.
Content creators prove that they are the only ones who can truly set the trend for what social media users, ie all of us, end up consuming.
The most successful relationships are going to be long term, collaborative, and mutual Win-Win.
With the democratization of online influence and digital content creation, we can say with certainty that the Creator economy is here to stay. And as a byproduct, it actually will only strengthen the role of influencer marketing, with additional options for marketers, and access to content that continues to build trust and generate results.
Why Video Ads in Social Media Convert Better Than Anything Else [Lauren Schwartz Interview]
22 Dec 2021
00:32:02
Paid Social is a mainstream form of social media marketing, and while many focus on fine-tuning targeting, have you thought about the impact that different ad formats can have on your cost and ultimate ROI?
This episode features an interview with Lauren Schwartz, founder of the Creative Marketing Agency The Loft 325. Lauren is a design professional with over 15 years of experience, including 8 years working in digital marketing.
More importantly for us, her special power is in creating profitable creative strategies and creatives for e-commerce brands. and she is especially passionate about creating top-performing ad campaigns and creatives.
Listen in for her advice on:
Understanding the different ad formats and advantages and disadvantages of each
Why video ads are the best
Tips and tricks to create them and optimize them for maximum conversion
Key Highlights
[00:01] Introduction of Podcast Guest, Lauren Schwartz
[02:58] Changes In Paid Social Over The Years
[04:41] Lauren's Journey To Paid Social Marketing
[07:09] How To Make Creative Branding And Creativity Organic And Authentic?
[09:57] Is Paid Social Beneficial For Businesses?
[11:18] Focus On Your Audience First
[11:59] Different Ad Formats
[14:55] The Trends In Different Story Formats
[16:19] Why Video Ads Perform The Best
[17:32] Navigating Video ROI
[20:25] TikTok Ads
[23:02] TikTok Ad Platform vs Facebook/Pinterest Ad
[23:38] Ad Targeting and Guidelines
[26:26] Tips And Tricks In Creating Ads
[30:19] Connect With Lauren
Notable Quotes
I think the biggest thing is really trying to focus in on creators who just genuinely do give really good testimonials, and really do kind of show that authentic side.
I'm making sure that the creators that we choose that if they do shoot content, that it doesn't seem sales, pitchy like I don't want them to seem like they're selling you something, I want them to talk to you I want them to make it seem like like they are really reviewing this product and talking about it.
I think really just making sure that you have audiences to even talk to is probably the biggest thing that I would say that you need to focus on first.
Now I kind of feel like more people are moving towards just different platforms really, like I don't necessarily think it's I mean, there's, there's so many trends and all the platforms. But I think the biggest thing is just, you know, making sure that it looks very organic.
The biggest thing with creating the creative is, you don't have to have like a super high end production. Like you really just have your iPhone and shoot the content. And again, just make it very organic, make it very conversational.
LinkedIn Profile Recommendations ... for _High School_ Students?!?! (Yes, They Apply to YOU, Too!)
15 Dec 2021
00:28:58
The other day I was helping my high schooler daughter apply to a summer program, where in addition to her transcript and essays, they asked for her LinkedIn profile URL.
If an overwhelming majority of college students, how many high schoolers have a LinkedIn profile in addition to their TikTok, Instagram, and, yes, Snapchat profiles?
VERY few.
So why am I even talking about this on my podcast?
Because if you can picture yourself as a high schooler, who has little to no professional experience, and be able to complete a LinkedIn profile, you will see new ways not only to optimize your own LinkedIn profile, but also your personal branding and content you publish throughout social media.
Don't believe me? Listen in, and then let me know what you think!
[02:47] The Notion of LinkedIn Profile for Students
[06:21] Which Social Network You Should Nail?
[07:31] Strategic Value of Having a LinkedIn Profile
[09:24] What Personal Branding Is About
[10:01] The Common Application
[12:57] Where Does LinkedIn Profile Start?
[14:34] What Do I Need For A Background Photo?
[16:35] The Professional Headline
[17:27] Items You Need To Add To Your Summary or Headline
[18:48] What Is The Feature Section?
[19:54] How to Rock About Section?
[21:36] What Can You Put In Experience Section?
Notable Quotes
Yes, we brand ourselves through our content. But if there's any social network, where our bio is deep, and people will go through it, looking and readiness, and for whatever reason, whether they want to do business with us, whether they want to hire us whatever it is, or in this case, whether they want to consider you as an applicant to their university, they are looking at your LinkedIn profile.
If there's any profile on any social network you really got to nail, it is LinkedIn.
And I think the big thing here is if you want to brand yourself, and differentiate yourself, and create those emotional attachments, and really showcase who you are as a person, it's really going to come down to those activities.
It really begins with that top visual headline, right? When I talk about personal branding, we need to get more and more visual.
I think this is really where we look into those strengths that you have, what are those things that you want people to come to y
The Art of Customer-Centric Marketing: Learning from Expert Debbie Levitt
15 May 2024
00:41:14
Step into the future of digital marketing where customers reign supreme, and their journey is the map to your success. Join me as I unpack the power and necessity of customer-centric strategies with a special nod to the wisdom of Debbie Levitt, author of "Customers Know You Suck." Get ready to transform your marketing with insights into customer research, actionable strategies for a devoted customer base, and the vital role of AI and ChatGPT in reshaping your approach to efficiency and paid media.
Embrace the ecosystem of your customer's world! This episode takes you beyond mere demographics to understand the psychographics that truly drive your audience's behavior. Discover how to craft experiences that resonate deeply with your customers by avoiding stereotypes and focusing on the tasks they're trying to accomplish. Learn how businesses of all sizes can—and must—deliver exceptional customer experiences. I'll also share personal perspectives to underline why understanding the individual beyond the data point is essential for your marketing strategy.
Digital Marketing Magic for Nonprofits - and For Profits [Beth Hammock Interview]
02 Dec 2021
00:33:50
I have always thought that businesses can learn a lot from successful nonprofit marketing. The idea is that if a nonprofit that is strapped for resources can connect with their community, you should be able to connect with your own.
This episode is all about nonprofit digital marketing, but in a similar vein, the advice here is applicable for all.
It is an honor to have my Digital First Mastermind Community member, and someone that I can now call a friend, Beth Hammock on today's episode. Beth is CEO of Hammock Communications and is an expert in both Nonprofit and Higher Education marketing, and I think you will genuinely enjoy her advice as well as our conversation.
Some of the digital marketing "magic" advice that Beth has includes:
Illusions: Social media strategy - influencers, awareness, acknowledgement, appeals
Sleight of hand: Google ad grants - getting them and using them. How tos and examples of success.
Magician's choice: Video storytelling - how to accomplish this on a nonprofit budget
Key Highlights
[02:00] Introduction of Podcast Guest, Beth Hammock
[05:54] How Beth Got Into Nonprofits
[06:55] The Difference Between Educational Institution and Nonprofit
[08:15] The Core of Digital Marketing for Nonprofits
[14:30] Increasing Brand Awareness and Appeals
[15:52] How to Create Perfect Facebook Ads for Nonprofits?
[16:38] Are Social Media Platforms Effective for Nonprofits?
[18:51] The Ideal Google Ad for Nonprofits
[20:55] Successful Campaigns Stories from Google Ads
[21:44] The Concept of Nonprofit Membership
[23:00] Nonprofits Incentives and Businesses
[24:39] Leveraging Resources In Your Community
[28:00] Beth's Magicians Choice
[28:49] Accomplishing Video Storytelling for Nonprofits
[30:40] Services Offered By Beth
[31:45] Connect With Beth
Notable Quotes
So nonprofits, rely on grants, community business support, events, a lot of them, that's where they get their funding, but really, in the United States, a majority of funding comes from individuals. And if they can just get connected, that's the marketing piece, build brand awareness, engage people to start building those relationships.
I think you start with the core principles of marketing, which storytelling is the core. And you can tell stories if you don't have a lot of money.
So development communications, you want to show the impact of giving. To illustrate that has a little bit of content and a call to action of giving now.
I think that nonprofits can really improve though on their exclusivity is, especially the way that they message it, if you just would say one benefit, and shout it and it's something really good.
What is a Fractional CMO? And How Can One Help My Digital Marketing?
29 Nov 2021
00:19:57
If you were to look at my LinkedIn profile headline or the main menu on my website, you might see a title that you don't recognize:
Fractional CMO
A lot of people ask me exactly what a Fractional CMO is and what I do as one, while others, after learning about it, want to follow in my footsteps.
So what exactly is a Fractional CMO? And why might you want to hire one to help you with your digital marketing?
Listen in as I reveal all!
Key Highlights
[02:31] How My Journey Into Becoming A Fractional CMO Began
[04:13] What Got Me Into Fractional CMO
[06:30] The Reason I Wrote The Age of Influence Book
[07:22] What Are the Requirements to Become A Fractional CMO?
[08:48] The Concept Of A CMO
[09:23] Ways of Working With Fractional CMO
[10:19] The Bad Side of Being Fractional CMO
[13:10] The Key Benefit of A Fractional CMO
[13:23] Fractional CMO vs External Consultant
[14:16] My Role As A Fractional CMO
[17:18] Summary
Notable Quotes
It's the reason why I'm writing my next book on general digital marketing. Because so many companies wanted help with their influencer marketing, yet, there were so many other things they needed help with.
This requires obviously, to have a certain amount of experience that you could create and implement a digital and social media marketing strategy for any business.
Social media changes over time, you know how well you perform on the different digital marketing channels changes over time. So the needs are always evolving.
In other words, you may want to work with a fractional CMO, they may not have the capacity, the bandwidth to work with you. But I believe it is great because it allows you to work with different companies. It allows you to gain experience working with different companies in different industries.
In other words, if you're not quite ready to hire a full-time CMO, but don't want to outsource your marketing leads to an agency or a general project-based consultant, a fraction of the CMO brings experienced leadership to help accelerate your strategic objectives, and reach the next level growth and profitability.
The role that a fractional CMO will play will come down to a combination of the needs of the company hiring them, and the skills and experience that the marketing professional brings to the table.
If we can find the right person, I hope this really opens your eyes to the potential because look, digital marketing, can be done anywhere in the world, but it requires a lot of different skill sets. And there aren't a lot of really, really experienced people out there.
Why the Future of Content Marketing Isn't What You Think [Georgios Chasiotis Interview]
18 Nov 2021
00:36:20
A lot of us in digital marketing tend to treat content marketing like a digital machine. Create this content and expect these results. Unfortunately, this leads to creating a lot of very average content that everyone else is publishing on the Internet, adding to the noise and not driving any impactful outcome for your business.
Georgios Chasiotis, Managing Director of the B2B SaaS content marketing agency Minuttia, wants to change that. By looking at the current trends in content marketing based on his expansive client work, he wants to give you his advice on:
Why "copycat content" isn't going to get you the results that you need
What type of content you need to create based on your company's lifecycle stage
Why you need to focus on creating a library instead of a publication and how to do that
Ready to significantly improve your content marketing for 2022 and beyond? Then listen in!!!
Key Highlights
[01:20] Introduction of Podcast Guest, Georgios Chasiotis
[04:03] When and Why Clients Come to Minuttia?
[06:48] Is Content Marketing Equivalent to Blogging and Blog Content?
[09:09] How to Avoid Copycat Content
[11:03] Things to Consider When Creating Copycat Content
[13:44] Minuttia's Process On Keyword Research
[18:22] Keyword Strategy for Middle Stage Companies
[20:03] How to Build Topical Authority
[23:05] Guidelines on Library Content
[28:42] When to Expect Traffic Results
[32:12] Content Promotion
[33:34] Connect with Georgios
[34:05] Summary
Notable Quotes
Don't limit yourself, experiment with different content from us, find the ones that work best for you and for your audience at the same time, and focus on them.
I think that the way keyword research and topic ideation, or the way we described earlier, people are going to open a keyword data provider and they are going to try to find a keyword. I think this is wrong. Because decisions that most companies make are heavily influenced by metrics such as for example, keyword difficulty, okay? But all these metrics have weaknesses, and you cannot allow these metrics to form your decisions.
At that early stage, we would advise the company to publish content that demonstrates the value of the product, or we would advise them to look for guest posting opportunities in an effort to leverage the audience of another website, okay, or arrange co-marketing activities are very heavily focused on content.
I would say that when you have very strong indications of product-market fit, and you are like, You know what, we are ready to start growing. This is when you can start investing into content marketing, content creation, SEO and so on.
The more firsthand experience you have, the more you understand, for instance, the market price, that influences will charge you