Marketing School - Digital Marketing and Online Marketing Tips

In episode #1851, Neil and Eric talk about different the ‘free’ marketing channels out there. While sweat equity is still a cost, there are many styles of marketing that still technically cost very little but can go a long way. Short-form videos, going live, and collaborations are just a few!

TIME-STAMPED SHOW NOTES:

• [00:25] Today’s topic: What Marketing Channels Are Truly Free?
• [00:33] The low time versus high potential gain of short video content.
• [01:29] Partnerships are ‘free’ but they go a long way.
• [01:43] How to judge whether a social platform is worth your time.
• [02:23] The success of Eric’s collaboration with Chris Do.
• [03:10] Going live with people on Instagram.
• [03:10] DMs are free too!
• [04:27] That’s it for today!
• [02:30] Go to marketingschool.io/live to join our community.

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Links Mentioned in Today’s Episode:

Chris Do

Noah Kagan

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In episode #1850, Neil and Eric talk about the benefits of their TV appearances from a marketing perspective. Being on TV might make you feel famous but rarely does it translate into any immediate leads or ROI. However, TV appearances create credibility, and if used correctly, can have beneficial effects in the long term.

TIME-STAMPED SHOW NOTES:

• [00:25] Today’s topic: What Neil and Eric Learned From Being On TV.
• [00:49] Weighing up the poor ROI versus the big credibility of being on TV.
• [01:20] The long-term project of brand building.
• [01:56] How to use the proof of your TV appearances in your marketing.
• [02:29] That’s it for today!
• [02:30] Go to marketingschool.io/jobs to get access to our jobs board.

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In episode #1849, Neil talks about the quirky TV ad campaign he has been running and the benefits of branding. Often in marketing, we have to make choices that don’t generate immediate ROI, and branding is one of them. Tune in and hear how this branding move from Neil has influenced perceptions around the size of his company and the effects this will have long-term.

TIME-STAMPED SHOW NOTES:

• [00:25] Today’s topic: What Neil Learned From TV Ads.
• [00:30] The humorous theme of the TV ads Neil has been running.
• [01:24] How much Neil spent on his ads why he felt this tactic was worth a try.
• [03:10] Whether the campaign has been a success so far and why.
• [04:00] Branding and how the perception of Neil’s company has changed.
• [04:21] Perspectives around the short versus long-term ROI of branding.
• [05:43] That’s it for today!
• [05:54] Go to marketingschool.io/jobs to let access to our jobs board.

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In episode #1848, we share our thoughts on whether it is best to buy or build a business. While buying businesses is typically easier to do, this is only true if you know how to run one, which requires building one. That being said, building businesses is very risky! Tune in to hear how to work out which one to do first.

TIME-STAMPED SHOW NOTES:

• [00:25] Today’s topic: Should You Buy Or Build A Business?
• [00:25] It is easier to buy but Neil prefers building.
• [00:50] Learning how businesses work by building before buying.
• [01:25] What Eric learned about building through buying Single Grain.
• [02:07] The elements that make building a business risky.
• [02:58] Looking at your strengths and playing to those.
• [03:06] Knowing if the M&A game is your long-term strategy.
• [05:09] That’s it for today!
• [05:10] Go to marketingschool.io/live to learn more about our upcoming live event.

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Links Mentioned in Today’s Episode:

HBR Guide To Buying A Small Business

Start With Why

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In episode #1847, we give you our top strategies for vetting marketers before hiring them. People often aren’t willing to spend the extra money on a solid vetting process, but the fact is that making a bad hire costs more. Tune in to hear how to use strategies like testing and extreme reference checking to optimize your hiring process.

TIME-STAMPED SHOW NOTES:

• [00:25] Today’s topic: Nifty Ways To Vet The Best Marketers Before Hiring Them.
• [00:25] The cost of a bad hire is bigger than an a solid hiring process.
• [00:47] Asking candidates how they would solve specific problems and testing them.
• [02:05] Lessons for hiring from Who.
• [02:33] Using written prompts and combining past experience with hypotheticals.
• [03:36] Vetting clients on their social media platforms.
• [03:55] Using extreme reference checking.
• [05:09] That’s it for today!
• [05:10] Go to marketingschool.io/live to learn more about our upcoming live event.

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Links Mentioned in Today’s Episode:

Who

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In episode #1846, we talk about how to adapt if your market is getting saturated. Most markets are saturated today, so you can consider yourself lucky if you are not competing in one. If you are like the rest of us, you should definitely be using counter positioning and an omnichannel approach to stay afloat.

TIME-STAMPED SHOW NOTES:

• [00:25] Today’s topic: How To Adapt If Your Market is Getting Saturated.
• [00:06] Taking an omnichannel approach to stay afloat.
• [01:19] Using Airbnb as an example of counter positioning.
• [02:43] Word of mouth becomes your main lead generation channel once you are big enough.
• [03:08] That’s it for today!
• [03:09] Go to marketingschool.io/live to learn more about our upcoming live event.
•  

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In episode #1845, Eric and Neil weigh in on the cold emails they have fallen for and what about them made them attractive. The common thread between all the effective emails spoken about today revolves around their ability to point out a problem and then offer an attractive and simple solution. Tune in to hear more.

TIME-STAMPED SHOW NOTES:

• [00:25] Today’s topic: Cold Emails That Have Worked On Us.
• [00:15] An offer to grow his Instagram account that Eric bought.
• [00:45] Neil’s experience of falling for a cold email that said his YouTube thumbnails sucked.
• [01:22] Pointing out a problem and then offering a solution.
• [02:13] Lead generation offers that Neil has been entertaining.
• [02:47] The offer, the onboarding, and the subject line.
• [02:57] That’s it for today!
• [02:58] Go to marketingschool.io/live to learn more about our upcoming live event.

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Links Mentioned in Today’s Episode:

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In episode #1844, we talk about whether it is worthwhile to do mergers and acquisitions. The first thing to remember is that all M&A refers to is buying businesses, meaning it can be done on any scale and is therefore in most business owners’ reach. Today we cover how to vet a new business before buying it and what to expect once you are merging it into your one.

TIME-STAMPED SHOW NOTES:

• [00:25] Today’s topic: Is M&A a Reliable Growth Channel?
• [00:26] Understanding more about M&A and how it is not out of your reach.
• [00:45] Looking for businesses that are in your niche with a different offer to yours.
• [01:46] Buying businesses with a similar OS to the one you use.
• [03:21] Being disciplined and focusing on one merger/acquisition at a time.
• [03:34] Keeping the management team in place for as long as possible.
• [03:55] The typical fail and churn rate for a merger or acquisition.
• [04:41] That’s it for today!
• [04:42] Go to marketingschool.io/live to learn more about our upcoming live event.

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Links Mentioned in Today’s Episode:

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In episode #1843, Neil and Eric speak to the biggest mistakes they have made while growing their software. Some of the main lessons our hosts learned include picking software with a large TAM and small churn rate, optimizing for customer development, and more!

TIME-STAMPED SHOW NOTES:

• [00:25] Today’s topic: Mistakes That Neil and Eric Made While Growing Their Software.
• [01:18] The danger of selling software with a small TAM and big churn.
• [01:51] Doing customer development and remembering not to undercharge.
• [02:58] Using the freemium model and having good onboarding.
• [03:57] Continuously iterating and making your product better.
• [04:05] Remembering to vet employees and have a focused offer.
• [04:41] That’s it for today!
• [04:42] Go to marketingschool.io/live to learn more about our upcoming live event.

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Links Mentioned in Today’s Episode:

Profitwell

Tomasz Tunguz

Openview

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In episode #1842, Neil and Eric talk about the biggest mistakes they made while growing their agencies, and along the way they give a few tips for how to do things correctly. Our hosts touch on hiring, focus, leadership, relationships, education, marketing, and a whole lot more!

TIME-STAMPED SHOW NOTES:

• [00:25] Today’s topic: Mistakes That Neil and Eric Made While Growing Their Agencies.
• [00:29] Avoiding an overly casual approach to managing people.
• [01:14] Realizing the importance of relationships for building a business.
• [01:47] The value of a broad base of the right types of clients.
• [02:17] Hiring people who have done what you need before.
• [02:25] The best ways to get new customers in Neil’s opinion.
• [02:51] Focusing and drilling down on your central offer.
• [03:25] Using the correct hiring methods.
• [03:41] Doing M&A when you are further down the road.
• [05:20] That’s it for today!
• [05:21] Go to marketingschool.io/live to learn more about our upcoming live event.

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Links Mentioned in Today’s Episode:

Let My People Go Surfing

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