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Marketing Mantra episodes
- Ep. #123 - Can Legacy Businesses Still Win Today? (w/ Abhishek Pai from Bharath Group)
Disclaimer: This episode includes discussion about the tobacco industry. Nothing in this conversation should be considered an endorsement or promotion of tobacco use. Smoking is injurious to health. Please make informed decisions.
What does it take for a 95-year-old family business to stay relevant in 2025?
That’s the central question in this conversation with Abhishek Pai, who represents the fourth generation of the iconic Bharath Group, a name deeply rooted in the history and economy of coastal Karnataka.
From its origins in 1930 to its presence today across FMCG, logistics, real estate, education, and entertainment, Bharath Group’s evolution isn’t just about diversification. It’s about how heritage can be leveraged to build the future.
Abhishek brings a rare dual perspective:
an insider shaped by legacy + an outsider shaped by global learning.In this episode, he opens up about:
How legacy companies define their identity in a modern, digital-first era
The transformation of marketing inside an old-school consumer goods giant
The challenges of building brand perception in “sin product” categories
Why Tier-2 and Tier-3 India is the real testing ground for mass-market success
What he would change if resources were unlimited
If you’re interested in business history, markets beyond metros, or the intersection of tradition and reinvention, this is an episode you’ll want to explore.
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🔗 Bharath Group Website: https://bharathgroup.co.in/🔗 Connect with Abhishek on LinkedIn: https://www.linkedin.com/in/abhishek-pai-262667134/
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Timestamps
(Use these to jump to specific themes)
00:00:00 – Introduction to Marketing Mantra Podcast
00:00:29 – Host Sandeep Mallya introduces Abhishek Pai and episode context
00:03:20 – Abhishek joins the conversation: Overview of Bharath Group's legacy, philosophy, and values
00:05:35 – Discussing the tobacco industry’s impact and social relevance
00:07:46 – Carrying forward the company's philosophy; diversification into FMCG
00:09:44 – Product positioning: Branded product at unbranded price
00:10:30 – The importance of packaging and consumer perceptions
00:13:10 – How the founder identified a market need in the 1930s
00:21:30 – Abhishek’s personal journey: Growing up in a business family
00:25:18 – Abhishek’s role in driving and managing various business verticals
00:26:48 – Challenges of marketing tobacco and "sin" products
00:30:45 – Market focus: Tier 2 cities and rural markets vs. metropolitan areas
00:31:43 – Legacy business advantages: Deep-rooted distribution networks
00:33:50 – Traditional vs. modern advertising; influencer marketing ; effective strategies in the digital era; memorable campaigns
00:37:00 – How marketing at Bharath Group changed from 30 years ago to now
00:45:10 – Case studies: Apple ads, Nirma jingles, and nostalgia in marketing
00:51:27 – Work-life balance, mental health, and employee satisfaction
00:55:18 – Talent pool and employment trends in Mangalore and tier 2 cities
01:11:12 – Advice for young marketers: Risk your profit margins, not your principles
01:12:16 – Rapid fire segment with Abhishek
01:15:23 – Closing remarks
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Visit https://www.99signals.com for more insights on SEO, blogging, and marketing.
1 hr 18 min - Ep. #122 - AI Search Acronym Madness: The Case for GEO
In this episode of Marketing Mantra, I share my honest take on the growing chaos of acronyms around AI search. Every week there’s a new one: AEO, LLMO, AIO, GAIO, SEvO, and honestly, most of them don’t make sense. They’re shallow rebrands of SEO dressed up with new jargon.
I break down where each of these acronyms came from, why they don’t hold up, and why only one term actually deserves a place in our marketing vocabulary: GEO (Generative Engine Optimization). Just like SEO defined the Google era, I believe GEO will define the generative era.
What You’ll Learn in This Episode:
The backstory of AEO, LLMO, AIO/GAIO, and SEvO — and why I think they’re destined to fade.
Why GEO stands apart as a clear, focused, and lasting framework.
The pillars of GEO that I focus on in my own work:
Citations and Mentions – how to get cited in generative answers.
Schema and Entities – why structuring your content matters more than ever.
Authority and Trust – building credibility with both people and AI engines.
Prompt-Based Visibility – how I test and track brand presence across ChatGPT, Gemini, Claude, and Perplexity.
Why I believe GEO is the playbook marketers need to embrace right now.
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Links and Resources
📖 Read my full blog post on GEO: Generative Engine Optimization (GEO): How to Stay Visible in the Age of AI Search
🌐 Learn more about my agency: Startup Cafe Digital
📚 Explore more in-depth guides at 99signals.com
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BONUS RESOURCES + FREE DOWNLOADS
If you're a fan of the podcast, here are some FREE online marketing resources from my blog, 99signals, to help you level up your marketing skills:
The Ultimate Blogging Toolkit (https://ebooks.99signals.com/blogging-toolkit) - This eBook features 75+ marketing tools to help you blog better and boost your traffic!
The Essential Guide to Link Building with Infographics (https://resources.99signals.com/infographic-backlinks-pdf) - This PDF guide will show you how you can easily design an infographic and quickly build high-quality backlinks to supercharge your SEO.
Top-rated articles at 99signals (https://www.99signals.com/best/) - This page contains a list of all the top-rated articles on my blog. It’s a great place to get started if you’re visiting 99signals for the first time.
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Visit https://www.99signals.com for more insights on SEO, blogging, and marketing.
8 min - Ep. #121 - Affiliate Marketing in the Age of AI
Affiliate marketing has changed dramatically, and I’ve felt it firsthand. With content saturation, shrinking organic visibility on Google, and declining trust, the old playbook of publishing reviews and waiting for rankings no longer works.
In this episode of Marketing Mantra, I share how I’ve adapted my approach to keep affiliate revenue steady in 2025.
You’ll learn:
- Why the old “publish a review and rank on Google” model no longer works
How I build credibility with proof-driven reviews and real use cases
Why diversifying into video, email, and other channels is now essential
Practical examples of affiliate strategies that still work in 2025
If you rely on affiliate marketing, this episode will give you a clear roadmap to stay profitable by focusing on proof, trust, and real value.
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BONUS RESOURCES + FREE DOWNLOADS
If you're a fan of the podcast, here are some FREE online marketing resources from my blog, 99signals, to help you level up your marketing skills:
The Ultimate Blogging Toolkit (https://ebooks.99signals.com/blogging-toolkit) - This eBook features 75+ marketing tools to help you blog better and boost your traffic!
The Essential Guide to Link Building with Infographics (https://resources.99signals.com/infographic-backlinks-pdf) - This PDF guide will show you how you can easily design an infographic and quickly build high-quality backlinks to supercharge your SEO.
Top-rated articles at 99signals (https://www.99signals.com/best/) - This page contains a list of all the top-rated articles on my blog. It’s a great place to get started if you’re visiting 99signals for the first time.
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Visit https://www.99signals.com for more insights on SEO, blogging, and marketing.
8 min - Ep. #120 - Surviving Google’s Algorithm Updates: How to Recover Lost Traffic
Feeling the impact of Google’s latest algorithm updates? You’re not alone. In this episode, I break down the steps you can take to recover your site’s traffic after being hit by the dreaded updates—especially the "Helpful Content" update.
What You’ll Learn:
- How to identify if your site was affected by Google's most recent algorithm update and the tools you can use to check
- Key steps to take, like removing outdated content and improving technical SEO
- The importance of image optimization and how to switch to WebP format for faster load times
- Top resources to stay ahead of future Google updates
Resources Mentioned:
- Ahrefs Site Explorer - https://ahrefs.com/site-explorer
- WP Rocket - https://wp-rocket.me/
- ShortPixel Plugin - https://shortpixel.com/
- PageSpeed Insights - https://pagespeed.web.dev/
- SEO sites to stay updated: Search Engine Roundtable (https://www.seroundtable.com/), Search Engine Land (https://searchengineland.com/), and Search Engine Journal (https://www.searchenginejournal.com/)
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BONUS RESOURCES + FREE DOWNLOADS
If you're a fan of the podcast, here are some FREE online marketing resources from my blog, 99signals, to help you level up your marketing skills:
The Ultimate Blogging Toolkit (https://ebooks.99signals.com/blogging-toolkit) - This eBook features 75+ marketing tools to help you blog better and boost your traffic!
The Essential Guide to Link Building with Infographics (https://resources.99signals.com/infographic-backlinks-pdf) - This PDF guide will show you how you can easily design an infographic and quickly build high-quality backlinks to supercharge your SEO.
Top-rated articles at 99signals (https://www.99signals.com/best/) - This page contains a list of all the top-rated articles on my blog. It’s a great place to get started if you’re visiting 99signals for the first time.
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Visit https://www.99signals.com for more insights on SEO, blogging, and marketing.
6 min - Ep. #119 - The Journey to Passive Income: How to Monetize Your Blog (w/ Anil Agarwal from Bloggers Passion)
In this episode of Marketing Mantra, I'm joined by special guest Anil Agarwal, the founder of BloggersPassion, one of India’s top digital marketing blogs focused on blogging, SEO, and affiliate marketing. Anil shares his incredible journey, starting BloggersPassion in 2010 and growing it into a blog that generates over $10,000 in monthly revenue. He also reveals the strategies that helped his blog attract 2.6 million pageviews annually and earn an average of $18,000 per month in 2022.
Anil discusses key strategies for monetizing a blog, leveraging SEO, and building a sustainable passive income. If you're looking for actionable tips to take your blog to the next level, this episode is a must-listen!
Key Topics Discussed:
- Anil’s inspiration to start BloggersPassion and how his blog evolved over time.
- Challenges Anil faced in the early days of his blogging journey.
- What sets BloggersPassion apart from other digital marketing blogs.
- Effective traffic-driving and traction channels Anil uses to grow his audience.
- Anil's proven monetization strategies, including affiliate marketing.
- Practical examples of monetizing a blog and generating passive income.
- The importance of SEO in driving traffic and the key strategies Anil recommends.
- Anil’s experience getting featured on top platforms like Forbes, Huffington Post, HubSpot, and the impact these features had on his blog.
- Advice for new bloggers on how to monetize effectively and mistakes to avoid.
- The future of SEO and blogging, and Anil’s exciting upcoming projects for BloggersPassion.
Key Takeaways:
- Learn actionable tips to monetize your blog and generate passive income.
- Discover SEO strategies that can elevate your blog’s traffic and visibility.
- Gain insights on the blogging landscape and how it’s evolving.
Where to Find Anil Agarwal:
- Blog: https://bloggerspassion.com/
- Twitter: https://x.com/bloggerspassion
Listen to the full episode to uncover practical blogging strategies from a pro!
=-=-=-=
BONUS RESOURCES + FREE DOWNLOADS
If you're a fan of the podcast, here are some FREE online marketing resources from my blog, 99signals, to help you level up your marketing skills:
The Ultimate Blogging Toolkit (https://ebooks.99signals.com/blogging-toolkit) - This eBook features 75+ marketing tools to help you blog better and boost your traffic!
The Essential Guide to Link Building with Infographics (https://resources.99signals.com/infographic-backlinks-pdf) - This PDF guide will show you how you can easily design an infographic and quickly build high-quality backlinks to supercharge your SEO.
Top-rated articles at 99signals (https://www.99signals.com/best/) - This page contains a list of all the top-rated articles on my blog. It’s a great place to get started if you’re visiting 99signals for the first time.
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Visit https://www.99signals.com for more insights on SEO, blogging, and marketing.
39 min - Ep. #118 - The Hook Model: The Secret Behind Habit-Forming Products
In this episode of Marketing Mantra, we dive deep into the Hook Model, a powerful framework popularized by Nir Eyal in his groundbreaking book Hooked: How to Build Habit-Forming Products. This model has been used by the world’s leading tech companies to create products that users can’t resist.
Join me as I break down the four phases of the Hook Model—Trigger, Action, Variable Reward, and Investment—and explain how each phase plays a vital role in creating a cycle of habitual use. I’ll also share seven key marketing insights that every marketer should know to effectively apply the Hook Model to their products or services.
By the end of this episode, you’ll have a clear understanding of why the Hook Model is the secret weapon behind some of the most successful products in the market, and how you can leverage it to keep your users engaged and coming back for more.
What You’ll Learn:
- The four phases of the Hook Model and how they work together to form habits
- Real-world examples of companies successfully using the Hook Model
- 7 actionable marketing insights to implement the Hook Model in your product strategy
- Why mastering the Hook Model is essential for every marketer looking to create sticky, engaging products
Tune in and discover the secret behind habit-forming products that keep users hooked!
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Resources Mentioned:
- Book Recommendation: Hooked by Nir Eyal - https://www.nirandfar.com/hooked/
- [Blog Post] 7 Marketing Lessons I Learned from "Hooked" by Nir Eyal - https://www.99signals.com/marketing-lessons-hooked-nir-eyal/
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Special Offer:
Don't forget to grab your copy of “Link Building Secrets” for just $9. Not only will you get to explore my 27 top link building strategies, but you’ll also benefit from hands-on exercises and checklists to ensure flawless execution. This is the blueprint you need to boost your site's authority and open the door to earning $10,000 a month on the side.
Buy your copy here: https://ebooks.99signals.com/link-building-secrets/order
=-=-=-=
BONUS RESOURCES + FREE DOWNLOADS
If you're a fan of the podcast, here are some FREE online marketing resources from my blog, 99signals, to help you level up your marketing skills:
The Ultimate Blogging Toolkit (https://ebooks.99signals.com/blogging-toolkit) - This eBook features 75+ marketing tools to help you blog better and boost your traffic!
The Essential Guide to Link Building with Infographics (https://resources.99signals.com/infographic-backlinks-pdf) - This PDF guide will show you how you can easily design an infographic and quickly build high-quality backlinks to supercharge your SEO.
Top-rated articles at 99signals (https://www.99signals.com/best/) - This page contains a list of all the top-rated articles on my blog. It’s a great place to get started if you’re visiting 99signals for the first time.
-=-=-=-=-
Visit https://www.99signals.com for more insights on SEO, blogging, and marketing.
25 min - Ep. #117 - SEO Quick Wins: Easy Tips for Better Rankings
In this episode, we explore easy-to-implement SEO strategies that can provide immediate improvements to your website's visibility and performance.
Tune in to get actionable tips that can enhance your SEO efforts right away.
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Resources Mentioned:
- Semrush - https://99signals.com/semrush/
- Ahrefs - https://ahrefs.com/
- Yoast SEO - https://yoast.com/
Special Offer:
Don't forget to grab your copy of “Link Building Secrets” for just $9. Not only will you get to explore my 27 top link building strategies, but you’ll also benefit from hands-on exercises and checklists to ensure flawless execution. This is the blueprint you need to boost your site's authority and open the door to earning $10,000 a month on the side.
Buy your copy here: https://ebooks.99signals.com/link-building-secrets/order
=-=-=-=
BONUS RESOURCES + FREE DOWNLOADS
If you're a fan of the podcast, here are some FREE online marketing resources from my blog, 99signals, to help you level up your marketing skills:
The Ultimate Blogging Toolkit (https://ebooks.99signals.com/blogging-toolkit) - This eBook features 75+ marketing tools to help you blog better and boost your traffic!
The Essential Guide to Link Building with Infographics (https://resources.99signals.com/infographic-backlinks-pdf) - This PDF guide will show you how you can easily design an infographic and quickly build high-quality backlinks to supercharge your SEO.
Top-rated articles at 99signals (https://www.99signals.com/best/) - This page contains a list of all the top-rated articles on my blog. It’s a great place to get started if you’re visiting 99signals for the first time.
-=-=-=-=-
Visit https://www.99signals.com for more insights on SEO, blogging, and marketing.
9 min - Ep. #116 - Unlocking Sumo Day: Top 3 Deals from AppSumo's Biggest Sale of the Season
AppSumo’s Sumo Day 2024 is the can't-miss event of the season for entrepreneurs, featuring exclusive lifetime deals on a wide range of essential software tools from June 9th to June 13th.
In this episode, we’re diving into the top 3 deals from AppSumo’s Sumo Day. I’ll walk you through why these deals are a big deal for anyone looking to boost their business.
You’ll hear about each one, why I think they’re worth your attention, and how they can make a difference in your workday.
Check out the entire collection of Sumo Day deals here: https://www.99signals.com/appsumo-sumo-day-2024/
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Resources & Links:
🔗 AppSumo Sumo Day 2024 Lineup - https://www.99signals.com/appsumo-sumo-day-2024/
🔗 Tesla Cybertruck Giveaway - https://www.99signals.com/sumo-day-giveaway/🔗 Deal 1: AppMySite - https://www.99signals.com/appmysite/🔗 Deal 2: Mini Course Generator - https://www.99signals.com/mini-course-generator/🔗 Deal 3: AdNova - https://www.99signals.com/adnova/🔗 Top 25 AppSumo Deals of the Month - https://www.99signals.com/appsumo-deals/🔗 [Video] 3 Must-Grab Sumo Day Lifetime Deals (AppSumo's Biggest Sale of the Year) - https://www.youtube.com/watch?v=dJuGtY9L8TE
🔗 Subscribe to my YouTube channel for in-depth reviews & tutorials of trending SaaS tools and business software: https://www.youtube.com/@99signals/
-=-=-=-=-
BONUS RESOURCES + FREE DOWNLOADS
If you're a fan of the podcast, here are some FREE online marketing resources from my blog, 99signals, to help you level up your marketing skills:
The Ultimate Blogging Toolkit (https://ebooks.99signals.com/blogging-toolkit) - This eBook features 75+ marketing tools to help you blog better and boost your traffic!
The Ultimate Guide to Link Building (https://resources.99signals.com/link-building-ebook) - Learn 25 powerful strategies to build high-quality backlinks, improve search engine rankings, and drive targeted traffic to your site.
The Essential Guide to Link Building with Infographics (https://resources.99signals.com/infographic-backlinks-pdf) - Did you know you could build high-quality, authoritative backlinks with well-designed infographics? This PDF guide will show you how you can easily design an infographic and quickly build high-quality backlinks to supercharge your SEO.
Top-rated articles at 99signals (https://www.99signals.com/best/) - This page contains a list of all the top-rated articles on my blog. It’s a great place to get started if you’re visiting 99signals for the first time.
-=-=-=-=-
Visit https://www.99signals.com for more insights on SEO, blogging, and marketing.
10 min - Ep. #115 - The Basics of Local SEO: Dominating Your Niche Market
Local SEO can transform your business, making it the go-to spot in your community for what you do best. In this episode, we dive deep into the basics of Local SEO and examine crucial strategies to help you drive more customers to your doorstep and boost your online visibility.
Whether you’re managing a café, running a dental practice, or owning a quaint bookstore, these insights are tailored to help you thrive in your local market.
Key Points We’ll Cover:
- Google Business Profile (GBP) Optimization: Unlock the potential of your business listing on Google. Learn the ins and outs of claiming, verifying, and optimizing your profile to ensure your business stands out and appeals to potential customers.
- On-Page SEO for Local Businesses: We'll guide you through the process of enhancing your website with strategic local keywords, ensuring consistency in your NAP (Name, Address, Phone Number) data, and crafting compelling local landing pages.
- Local Link Building: Discover effective strategies for building solid relationships with other local businesses, getting listed in reputable local directories, and leveraging local media to gain valuable backlinks.
- Local Content Creation: Learn how to engage your local audience with content that resonates, from blogging about community events to creating resource guides that highlight your area’s unique aspects.
Tune in to optimize your Local SEO game and turn your business into a local landmark.
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Resources Mentioned:
- Semrush's Listing Management Tool - https://www.99signals.com/semrush-local/
- BrightLocal - https://www.brightlocal.com/
- [Semrush Blog Post] Stand out in search with local business schema markup - https://www.semrush.com/local/blog/local-business-schema/
Additional Local SEO Resources:
- Local Search Ranking Factors (Moz) - https://moz.com/learn/seo/local-ranking-factors
- Google Maps Marketing Guide for Ranking in Local Search (Nightwatch) - https://nightwatch.io/blog/google-maps-marketing
- Local SEO: The Definitive Guide (Backlinko) - https://backlinko.com/local-seo-guide
Special Offer:
Don't forget to grab your copy of “Link Building Secrets” for just $19. Not only will you get to explore my 27 top link building strategies, but you’ll also benefit from hands-on exercises and checklists to ensure flawless execution. This is the blueprint you need to boost your site's authority and open the door to earning $10,000 a month on the side.
Buy your copy here: https://ebooks.99signals.com/link-building-secrets/order
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Creative Commons — Attribution 3.0 Unported — CC BY 3.0
Music promoted by Copyright Free Music - Background Music For Videos 👉 / @podcastbackgroundmusic-=-=-=-=-
BONUS RESOURCES + FREE DOWNLOADS
If you're a fan of the podcast, here are some FREE online marketing resources from my blog, 99signals, to help you level up your marketing skills:
The Ultimate Blogging Toolkit (https://ebooks.99signals.com/blogging-toolkit) - This eBook features 75+ marketing tools to help you blog better and boost your traffic!
The Essential Guide to Link Building with Infographics (https://resources.99signals.com/infographic-backlinks-pdf) - This PDF guide will show you how you can easily design an infographic and quickly build high-quality backlinks to supercharge your SEO.
Top-rated articles at 99signals (https://www.99signals.com/best/) - This page contains a list of all the top-rated articles on my blog. It’s a great place to get started if you’re visiting 99signals for the first time.
-=-=-=-=-
Visit https://www.99signals.com for more insights on SEO, blogging, and marketing.
12 min - Ep. #114 - How to Do SEO with $0 (using Google Search Console & ChatGPT)
Curious about how to achieve top SEO rankings without spending a dime? In this episode, I reveal a zero-cost SEO hack that's been the cornerstone of our success at 99signals, drawing in over 100,000 organic visitors each month. Tune in to unlock the full potential of your SEO efforts with this proven method.
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Resources Mentioned:
Google Search Console - https://search.google.com/search-console/about
ChatGPT - https://chat.openai.com/
ChatGPT Prompt to upgrade your content: "I'll give you my blog content and I want you to paraphrase the main tips in the article which are heading tags so that they are clear, concise, and easy to understand at a glance."
Additional Resources:
- How to Use ChatGPT with Semrush for SEO Success - https://www.99signals.com/chatgpt-semrush-seo/
- 19 Easy SEO Tips to Boost Your Traffic - https://www.99signals.com/easy-seo-tips/
Special Offer:
Don't forget to grab your copy of “Link Building Secrets” for just $19. Not only will you get to explore my 27 top link building strategies, but you’ll also benefit from hands-on exercises and checklists to ensure flawless execution. This is the blueprint you need to boost your site's authority and open the door to earning $10,000 a month on the side.
Buy your copy here: https://ebooks.99signals.com/link-building-secrets/order
-=-=-=-=-
BONUS RESOURCES + FREE DOWNLOADS
If you're a fan of the podcast, here are some FREE online marketing resources from my blog, 99signals, to help you level up your marketing skills:
The Ultimate Blogging Toolkit (https://ebooks.99signals.com/blogging-toolkit) - This eBook features 75+ marketing tools to help you blog better and boost your traffic!
The Essential Guide to Link Building with Infographics (https://resources.99signals.com/infographic-backlinks-pdf) - Did you know you could build high-quality, authoritative backlinks with well-designed infographics? This PDF guide will show you how you can easily design an infographic and quickly build high-quality backlinks to supercharge your SEO.
Top-rated articles at 99signals (https://www.99signals.com/best/) - This page contains a list of all the top-rated articles on my blog. It’s a great place to get started if you’re visiting 99signals for the first time.
-=-=-=-=-
Visit https://www.99signals.com for more insights on SEO, blogging, and marketing.
5 min
About Marketing Mantra
From the publisher's feed
Marketing Mantra is an online marketing podcast by 99signals.com, hosted by Sandeep Mallya. In the show, Sandeep shares actionable online marketing strategies he's learned through years of running a successful blog that generates over $12,000 in side income each month. You'll also hear from successful entrepreneurs from around the world who'll share insights on SEO, content marketing, social media marketing, and more.
Past guests have included Corey Haines (SwipeWell), Brad Smith (Wordable), Dan McGaw, and many more. Join our 3,000+ weekly listeners and level up your marketing skills.