Do Good Work

Tune into our latest podcast as SEO guru Brandon Leibowitz from SEO Optimizers breaks down the impact of AI on SEO strategy. Find out how he's adapting as a business owner & get key insights to future-proof your online presence. Unmissable tips for any digital marketer!

Who’s The Guest? Brandon Leibowitz has run and operated SEO Optimizers since 2007. We are a digital marketing company that focuses on helping small and medium-sized businesses get more online traffic, which in turn converts into clients, sales, leads, etc.

Episode Highlights

• Impact of AI on SEO and creative industries.
• Adapting business strategies to leverage AI in SEO.
• The importance of distinguishing AI-generated content from human-written content.
• Using AI to generate topics and outlines for content creation.
• The limitations of AI in providing accurate search volume data.
• The future role of AI in SEO and adapting to its development.
• Current relevance of SEO in the context of AI-driven search engines.
• Strategies for incorporating SEO into growth plans and content strategies.
• Importance of backlinking in SEO and how to approach it.
• The overall effectiveness of SEO across various industries.
• SEO as an evergreen strategy and its role in conversion rate optimization.

Episode Resources

• Connect with Raul Hernandez Ochoa
• https://www.linkedin.com/in/dogoodwork/
• https://twitter.com/rherochoa
• https://dogoodwork.io/
• Connect with Brandon Leibowitz
• https://seooptimizers.com/
• https://www.youtube.com/c/BrandonLeibowitz/videos
• https://www.linkedin.com/in/brandonleibowitz/
• https://www.instagram.com/leibowitzbrandon/
• https://www.facebook.com/BrandonLeibs
• https://twitter.com/brandonleibs
• https://www.pinterest.com/leibowitzbrandon/  

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Raul interviews a returning guest, Dan, and discusses the evolving concept of agency growth and success in a digital age. Departing from traditional metrics like revenue growth or headcount, Dan emphasizes the importance of setting goals that align with personal satisfaction and business health. He introduces the idea that comparing oneself to others is inevitable, but choosing healthier benchmarks can lead to a more fulfilling growth journey. Dan outlines four stages of agency development - from 'Glorified Freelancer' to 'Unfettered' - and how moving through these stages can empower agency owners to achieve their goals, whether they aim for significant scaling or improving their quality of life.  The episode also explores the changing landscape of sales and business development, advocating for a balanced approach that prioritizes relationship building and targeted outreach over mass communication. Dan's insights offer a fresh perspective on success, emphasizing personalization, intentionality, and the long-term building of one's agency.

Who’s The Guest? Dan Englander is the CEO and Founder of Sales Schema, a fractional new business development team for marketing agencies and B2B service companies. He's the host of The Digital Agency Growth Podcast and author of Relationship Sales At Scale.

Episode Highlights

• Deep Dives and New Perspectives with Recurring Guests
• Redefining Success Beyond Revenue: A Fresh Approach
• Unpacking the Stages of Agency Growth and Health
• Navigating from Glorified Freelancer to Unfettered Agency
• The Importance of Sales as a Habit for Agency Growth
• Leveraging AI and Personalization in Outreach
• Looking Ahead: Excitement and New Beginnings

Episode Resources

• Connect with Raul Hernandez Ochoa
• https://www.linkedin.com/in/dogoodwork/
• https://twitter.com/rherochoa
• https://dogoodwork.io/
• Connect with Dan Englander
• [email protected]
• https://www.salesschema.com/  

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Raul welcomes Jason, the founder and creative director of JH Media LLC, which is known for producing over $20 million of profitable sales for clients annually through proprietary methods of ad creation, audience selection, and scaling. 

The conversation begins with a friendly catch-up and quickly moves into a deep dive into the nuances of creating, maintaining, and scaling profitable offers. Jason emphasizes the importance of understanding the entire process behind making an offer work, rather than frequently changing offers based on little data—a common mistake in the industry. He discusses the problem of marketers overvaluing their contribution to the process without acknowledging the other critical components.

Who’s The Guest? Jason Hornung is the founder and Creative Director at JH Media LLC. His proprietary methods for ad creation, audience selection, and scaling are responsible for producing $20 million + of profitable sales for his clients EVERY YEAR. He is known as the “guru to the gurus” because he’s the mastermind behind hugely profitable campaigns for marketing legends such as Mike Dillard, Frank Kern, Ryan Deiss, Neil Patel, Grace Lever, Sam Ovens, and more!

Episode Highlights

• The significance of learning and evolving in the advertising industry.
• The challenges of consistently updating and reviving offers in the market and Jason elaborates on the common mistake of changing offers too frequently based on insufficient data.
• The importance of understanding the entire process of making an offer work, and how many people don't comprehend the different components that contribute to successfully executing a business model.
• The necessity of spending a sufficient amount to test an offer while also making intelligent decisions based on the actual performance data gathered through testing.
• The creation of intellectual property (IP) from agency work and Jason shares his insights on the importance of developing real expertise before positioning oneself as a guru or thought leader.
• Tracking and data accuracy issues.

Episode Resources

• Connect with Raul Hernandez Ochoa
• https://www.linkedin.com/in/dogoodwork/
• https://twitter.com/rherochoa
• https://dogoodwork.io/
• Connect with Jason Hornung
• https://academyofadvertising.com/
• https://jasonhornung.com/  

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Raul interviews Mike Moll, the founder of Market Me about his transition from being an agency owner to a solopreneur sales coach. He shares his passion for helping entrepreneurs and business owners through building the right business systems in place. Mike believes that his experience highlights the importance of authenticity and transparency in business. By sharing his experiences openly, he has attracted clients who seek genuine connections and sustainable growth strategies. Finally, he believes that we can liberate ourselves to pursue our fullest potential if we recognize that our experiences do not define our worth or capabilities.

Who’s The Guest? Mike is the founder of Market Me, a consulting firm focused on helping entrepreneurs and business owners connect with the businesses that need them. Driven by his passion for helping other entrepreneurs, Mike launched a coaching program in 2020 that focuses on product development, pricing, sales, and marketing. He has gained a reputation for using lean marketing to help his clients make more money.

Episode Highlights

• Mike Moll is the founder of Market Me, a consulting firm focused on assisting entrepreneurs and business owners.
• His primary motivation stems from his passion for helping other entrepreneurs by building systems that set them up for success.
• In 2020, Mike launched a coaching program that focuses on product development, pricing, sales, and marketing.
• He has gained recognition for his expertise in lean marketing, helping clients make more money.
• Mike transitioned from being an agency owner to a solopreneur sales coach.
• The interview highlights his journey as an entrepreneur and his shift in career focus.
• Market Me offers valuable services to entrepreneurs and business owners looking to improve their strategies.
• Mike's coaching program aims to empower entrepreneurs with essential skills for growth and success.
• His innovative marketing approach has set him apart in the competitive coaching industry.
• The interview showcases Mike's dedication to supporting the entrepreneurial community and fostering growth.

Episode Resources

• Connect with Raul Hernandez Ochoa
• https://www.linkedin.com/in/dogoodwork/
• https://twitter.com/rherochoahttps://dogoodwork.io/
• Connect with Mike Moll
• Website: www.mikemoll.co
• Instagram: https://www.instagram.com/themikemoll/
• Youtube: https://www.youtube.com/channel/UCZB3weeqktVNPhGDJa4Slbw
• Linkedin: https://www.linkedin.com/in/themikemoll  

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Raul interviews Aaron Parkinson, CEO of 7 Mile Media. Aaron shares valuable insights into business growth and sustainability in this podcast interview. He explains that businesses need to diversify and plan long-term for survival, differentiating between short-term 'offers' and long-lasting 'businesses'. He suggests adopting a holistic marketing approach and supporting rapid growth with a sturdy infrastructure, especially for eight-figure businesses. 

Who’s The Guest? Aaron Parkinson is a digital marketing pioneer. He currently serves as the CEO of 7 Mile Media, a full service agency for education based businesses. Aaron has over 20 years of experience and has helped generate over a billion in online sales. He currently sits on the Traffic And Conversions Agency Advisor Committee, is a faculty member of Digital Marketer, and hosts the Podcast: Sales Velocity.

Episode Highlights

• How Aaron helps his clients dominate their industry and how he continually evolves his practices to achieve this goal
• The wide variety of clients they have at present and how his team applies their skills to help clients find their target audience
• Their process of onboarding a new client and how they manage expectations for long-term growth
• The need for clients to reinvest their profits into the business for the first 12 to 16 months in order to yield exponential returns later on
• Benefits of partnering with a fractional CFO and how this leads to a better understanding of their clients' finances
• Advantages of having a holistic approach in dealing with clients
• Importance of building relationships at scale rather than focusing only on product revenue
• The difficulties of pricing their services to match their values while considering the financial capability of their clients

Episode Resources

• Connect with Raul Hernandez Ochoa
• https://www.linkedin.com/in/dogoodwork/
• https://twitter.com/rherochoa
• https://dogoodwork.io/
• Connect with Aaron Parkinson
• https://7milemedia.com/team
• https://ky.linkedin.com/in/aaron-parkinson-99044610 

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Raul interviews Lucia Piseddu, founder of The BD School, who discusses the importance of authenticity, personalized outreach, and providing value in business development. She criticizes impersonal automation, advising companies to invest time and effort to understand their audiences. Lucia also emphasizes the need for high-quality, practical teachings in her school to ensure students are up-to-date with market trends. Additionally, she acknowledges the significance of personal involvement for business growth and guidance. 

Who’s The Guest? Lucia is the founder of The BD School, the first educational platform entirely dedicated to business development. They are on a mission to help BD pros around the world improve their skills and get great results in their jobs.

Episode Highlights

• The necessity of being genuine and presenting original thoughts and ideas rather than copying others
• The persistence of spam and the importance of working smart over volume
• Approach taken by The BD School, starting with extensive research before crafting the first email
• How she began The BD School
• The challenging time when she considered looking for a traditional job as the stress of running the school became overwhelming
• Trust-building and maintaining the quality of the courses
• Importance of being practitioners themselves in order to provide quality education
• The need to stay updated due to fast-paced business development trends

Episode Resources

• Connect with Raul Hernandez Ochoa
• https://www.linkedin.com/in/dogoodwork/
• https://twitter.com/rherochoa
• https://dogoodwork.io/
• Connect with Lucia Piseddu
• https://www.thebdschool.com/
• https://www.linkedin.com/in/iamluciapiseddu/
• [email protected]  

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Raul interviews B2B software marketer Derek Weeks as he shares his belief in human-centric marketing, which he discusses in his book "Unfair Mindshare". He emphasizes the importance of providing value through community-led initiatives and attaining an unfair advantage in crowded markets. He counters the traditional viewpoint of CEOs that marketing should drive sales, instead advocating for building trust and community. As an example, he shares how his DevOps community offered free resources, generating engagement, valuable leads, and significant revenue in the long run. Derek also referenced a successful B2C community model that could work in B2B settings. He argues for a balance between being helpful and pitching a product and stresses the importance of authenticity and trust in fostering customer loyalty. 

Who’s The Guest? Derek Weeks, the founder and CMO of Unfair Mindshare, is an award-winning B2B software marketer. He is a four-time CMO and VP Marketing with over 30 years of experience in both Fortune 100 tech companies and venture-backed start-ups. Derek is also the Amazon bestselling author of Unfair Mindshare: A CMO’s guide to community-led marketing in a product-led world. Derek joins us from Bethesda, Maryland where you can find him rooting for the Ravens, smoking meat, or driving his kids to football and ballet practice.

Episode Highlights

• The premise of Derek’s book, which promotes the idea of running more marketing teams, integrating them with demand gen and brand programs
• The benefits of building a community including gaining extensive knowledge about the market and the behaviors and personas of people
• An example of how to integrate community led marketing with brand and demand gen activities
• The importance of running authentic Community Led Marketing (CLM)
• The balance between automated, machinery-driven marketing and human-driven marketing.
• The benefits and the reach of larger communities
• How it's not about not pitching at all but about making sure your interactions with the target market are authentic and helpful for a majority of the time before you make a sales pitch

Episode Resources

• Connect with Raul Hernandez Ochoa
• https://www.linkedin.com/in/dogoodwork/
• https://twitter.com/rherochoa
• https://dogoodwork.io/
• Connect with Derek Weeks
• Web: https://unfairmindshare.com/
• LinkedIn: https://www.linkedin.com/in/derekeweeks/   (please DM me)
• X: @weekstweets

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Raul interviews Tracey Saenz, a marketing expert, who shares valuable insights about agency relationship management and strategies for brand development. She stresses the necessity of treating an agency as an extended team, maintaining open communication and establishing clear expectations. Organizations, depending on their size and needs, must properly communicate their operating procedures to the agency to prevent confusion or missed deadlines. Tracey highlights the importance of recruiting different types of agency professionals to meet unique company needs. Crucial documents such as a brand playbook and a messaging framework should be prepared to facilitate effective agency involvement. Overall, she underlines the critical role of clear communication, mutual respect, and aligned expectations in nurturing successful agency relations.

Who’s The Guest? Tracey Saenz is a marketing leader who has grown and turned around brands for over 20 years. She’s launched challenger brands, created new product categories, and expanded leading brands into new markets. As a team leader, she has nurtured decades-long relationships with team members and agency partners.

Episode Highlights

• Tracey’s personal journey, moving from running her own agency to being part of a team to her current role at a B2B software platform
• Market shifts due to the pandemic and what the future looks like for startups in the business landscape
• Strategic approach to go-to-market and her focus on non-coercive marketing that prioritizes customer wants and needs
• Strategies for managing agency relationships, starting from vetting and onboarding to managing deliverables
• How to operationalize campaign development, breaking down the process from initial idea to launch and measurement
• The importance of defined roles and responsibilities
• Setting expectations when you begin a relationship with an agency and emphasize the importance of maintaining transparency and open communication for a successful partnership
• The need for quality players, especially for smaller brands trying to stand out, suggesting that such quality may be worth paying for

Episode Resources

• Connect with Raul Hernandez Ochoa
• https://www.linkedin.com/in/dogoodwork/
• https://twitter.com/rherochoa
• https://dogoodwork.io/
• Connect with Tracey Saenz
• LinkedIn: https://www.linkedin.com/in/tsaenz/  

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Raul interviews Claire Angelle, founder and CEO of Angelle Consulting, who speaks about her career shift from a public sector communication role to entrepreneurship. She recounts starting her business following a layoff, asserting that it's less risky to have multiple income sources. She advises fellow entrepreneurs to face their fears and seize opportunities. She highlights the importance of strategic PR, beginning only when brand and messaging are solid. Both editorial and paid content can boost credibility but should be well-targeted. PR tactics like speaking opportunities and legitimate awards can give businesses a competitive edge.

Who’s The Guest? Claire Angelle is the Founder and CEO of Angelle Consulting, a boutique PR and consultancy firm founded in 2018, with extensive international experience working with government agencies, influencers and companies large and small.

This multi prong approach is very much linked to Claire’s background, which combines more than 15 years of experience in economic development, government relations, communications and philanthropy in North America, Europe and South America. Prior to starting her own venture, Claire was Executive Director of Worth Cities – The Worth Group, a 28-year-old community of affluent and influential stakeholders leading with purpose. Claire was the operational and thought leader in charge of delivering comprehensive strategy, content and curated events for cities across the United States suffering from a recognition deficit.

Episode Highlights

• Award opportunities in PR
• The value and impact of awards in branding
• Different ways to leverage new media
• The need to define your audience before deciding on a PR approach
• Her journey, starting from being a government employee in France to becoming an entrepreneur
• Encouragement for individuals who are either starting new businesses or are at a crossroads in their journey
• Take calculated risks and emphasizes the value of life lessons learned from failures

Episode Resources

• Connect with Raul Hernandez Ochoa
• https://www.linkedin.com/in/dogoodwork/
• https://twitter.com/rherochoa
• https://dogoodwork.io/
• Connect with Claire Angelle
• https://www.angelleconsulting.com/
• https://www.linkedin.com/in/claire-collobert-angelle-5267b4a/
• https://www.instagram.com/clairecangelle/  

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Raul interviews Marketing Expert Ben Guttmann who discusses the importance of clear and simple messaging in marketing in a podcast episode. He argues for messages that are beneficial, focused, salient, empathetic, and minimal, and suggests that trying to communicate too much at once can detract from a message's impact. Ben also addresses changes in attention spans in an increasingly distracted society, stating that this is not a new phenomenon but is impacted by data optimization and capitalist incentives that seek to fragment attention. However, he asserts that human attention spans fundamentally have not changed over time, and that ineffective messages are more likely due to poor design than increased distractions. Ben extends an invitation to listeners to learn more through his website, newsletter, and a free chapter of his book.

Who’s The Guest? Ben Guttmann is a marketing and communications expert and author of Simply Put: Why Clear Messages Win — and How to Design Them. He’s an executive and educator on a mission to get leaders to more effectively connect by simplifying their message. Ben is former co-founder at Digital Natives Group, an award-winning agency that worked with the NFL, I Love NY, Comcast NBCUniversal, and other major clients. Currently, Ben teaches digital marketing at Baruch College in New York City and consults with a range of thought leaders, startups, and other brands.

Episode Highlights

• Importance of effective communication in fields such as sales and marketing
• The concept of 'fluency' in cognitive science
• Five attributes of simple messages
• The importance of emotional benefits and how they connect the tangible features with the audience's motivations
• Steps to identify what to say what’s necessary
• How influential and effective individualized communication can be

Episode Resources

• Connect with Raul Hernandez Ochoa
• https://www.linkedin.com/in/dogoodwork/
• https://twitter.com/rherochoa
• https://dogoodwork.io/
• Connect with Ben Guttmann
• Website: https://www.benguttmann.com/
• Book: https://www.benguttmann.com/simply-put-book
• Free Chapter: https://www.benguttmann.com/simply-put-book/download
• LinkedIn: https://www.linkedin.com/in/benguttmann/  

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