The importance of building trust in your business is hardly a new concept but it’s just as relevant as it’s ever been. There’s not a more powerful tool to be had in business and life. Businesses that are trustworthy will get more customers, happier customers, sell more, sell easier, and build a valuable reputation that will provide long-term benefits.

 

It takes time and effort but there are simple and effective ways to start establishing trust with your clients and customers.  In this episode, Adam discusses trust building tips and practices to implement into your business marketing strategy. 

Episode Discussions:

• Why providing value is a key component to your business
• How to establish trust with your idiosyncrasies, quirks, and flaws
• The mental game to play before a sales proposition
• Why trust is more important than a sale
• Ways to provide value to customers that get them to trust you

  

3:28

The strategy of preeminence

• The most powerful advice on building trust in marketing came from Jay Abraham:
• Become your customer's most trusted advisor or fiduciary (a legal obligation to always act in your client’s best interest).
• If they're trying to buy the wrong product or service from you or a competitor, you owe it to them to tell them.

"I always try to imagine ‘would I let my mom make this decision? Would I let her go and do this without me weighing in’ or ‘what would my advice be to my mom."

If often comes at the expense of the sale but will establish yourself as a trusted advisor in the long-term.

 

4:46

Mindset before the sale

Before the conversation, tell yourself "I don't need to make this sale. What is my advice going to be?"

When you take the money out of the equation, it makes it easier to do the right thing.

If that fails, consider how you would feel if a family member was in that situation.

 

5:30

Authenticity

• Stay true to yourself, your business, and always act in your brand's best interest.
• If you're able to show your idiosyncrasies, flaws, who you are, and what you stand for, it will make your marketing easier.
  • Try live streaming

 

7:01

Positive association

• Build trust and credibility for your business by leveraging other trustworthy causes
  • small charities or small charitable donations
  • volunteer work
  • collect testimonials
  • referrals from previous clients

 

8:10

Provide value

• Give before you get
• Give with no intention of getting back at all

"When you make providing value a cornerstone of your businesses marketing, you really can't help but be seen as a giver and people trust givers in the same way they distrust takers."

• Ways to give:
  • information
  • time
  • advice
  • samples
  • resources
  • guidance
  • support
  • entertainment
  • whatever best fits your capabilities and matches your customers

 

Everything you give will come back in equal or greater amount to your business.

 

Mentioned in this episode:

• Episode #24 - Interview with Live Streaming Pro Luria Petrucci

 

Contact Adam: [email protected]

 

Click here to subscribe via iTunes

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Corey Gladwell is a 2 time best-selling author, a speaker and coach, and founder of Author Alliance, a company that helps people write, publish, and launch a best selling book. His is a true rags-to-riches story...

One that tells the tale of a struggling child on welfare that became a supremely successful author and entrepreneur.  

In this episode, he shares how he was able to package his experience and knowledge and create a thriving empire. In addition, he reveals the strategies you can apply in your business to reach more people and make a bigger impact on the world.  

Episode Discussions:

• How writing a best-seller can benefit your business
• The holistic approach to marketing
• How to deliver content without spending every day writing
• What to outsource when writing a book
• Promotion strategies to turn your book into a best-seller  
• Why you should forget about structure and just write

3:22  

In the beginning...

• Grew up poor which motivated him toward entrepreneurship.  
• Owned a nightclub, restaurant, different brick-and-mortar businesses at age 23 but lost them and had nothing by age 25.  
• Had spiritual experience that shifted perspective.
• Has spent the last 5 years writing books and coaching people in their business and personal lives.  

4:31  

Mistakes and lessons

• Was dissatisfied with the struggle and negativity experienced as a child  
• "To me, it always equated to not having enough and that amount of scarcity caused a ripple effect for other problems."-CG
• Made it his mission as a child to become successful and worked every day.
• At 23, businesses failed as a result of no mentor or guidance and lacked knowledge of how to systemize or hire.  

6:32  

The road to success

• Experienced state of enlightenment through meditation.  
• Has meditated for 1500 hours  
• Almost done with 3rd book  
• Speaks at Masterminds  

"I see business and spirituality kind of connected so it's a lot easier for me to do marketing and branding and be a chief marketing officer because I see a lot of solutions of problems that people can't get around."-CG

 

8:02  

"Were you always a gifted writer? What's been the impact on your business?"

• Had never written before
• First book took 4 years to write
• Figured out a process of being able to deliver content without having to spend every day writing
• Created Author Alliance to teach other entrepreneurs how to be best-selling authors.
• • Creates authority and credibility in your market and become the go-to person to talk to

 

"Becoming a best-selling author is something powerful to add to the resume"-AE

 

10:16  

How do you write? How do you take the material and package it so it resonates with the audience?

 

• Write a book that you would want to read.

"The person they want to be is the person they've always needed."-CG

 

• Records and then transcribes. Makes it easier to get the content out and then edit.
• Makes daily videos for YouTube, Facebook and Twitter  
• Once a week, reviews different books he's writing  
• Takes pieces of content collected and pieces them together  

"Create as much content as you can and you'll find that you create a book out of that."-CG

 

13:15  

• Hire an editor and find someone to organize it for you (outsource)  
• Repurpose into other pieces of content  
• Launch it  

 

14:54  

How do you turn it into a best-seller?

Promotion strategies

• Free resources: Use family, friends, Facebook groups, Google Hangouts, forums. Make sure you reach out first to help them and use reciprocity.  
• Make sure you have a good product that offers value

 

"I think the biggest hurdle here is a lot of people don't consider themselves good writers."-AE

 

16:56  

• Before you start investing in branding your business, ask your friends and family for the first 3 words that come to mind when they think of you.  
• Who you think you are may be different from how the world receives you as first.  
• Build brand around that.  

   

Mentioned in this episode:

• Connect with Corey:
• • authoralliance.co
  • coreygladwell.com

Contact Adam: [email protected]

 

Click here to subscribe via iTunes

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This is a continuation of episode #27: “Everything You Need to Know About Email Marketing” which covers all the email marketing basics, why it's important, the benefits, and how to integrate it into your business.

 

In this episode, Adam discusses the effective email marketing tools currently used in his business and the same ones he recommends to his clients. They’re also used by friends and colleagues.

 

They work well for almost everyone from brick and mortar businesses to those who are brand new to the industry.

 

Just like any other marketing tool, each will have their pros and cons so try out each tool to decide what works best for your business.

 

Episode Discussions:

 

• The top picks for email marketing tools and resources
• The 3 steps to the email marketing chain
• The most challenging aspect of email marketing and the best way to handle it
• Real talk on what email marketing platforms to avoid and why
• The only email marketing training course you need to take

 

2:45

Beginner tips

Some email marketing tools that are marketed to beginners:

• May lack some functionality that you’ll want to include later
• May not be a very good setup

“Go for a more comprehensive tool even if you don't use all the bells and whistles.”

 

Email marketing chain

1. Collect
2. Connect
3. Convert

 

3:41

Collect: new email subscribers email addresses

 

Modern Marketing recommendation: Leadpages Allows you to:  

• create landing page (specific pages on your website that are optimized and designed to collect emails)
• embed links
• create and use nice forms
• split test
• newbie friendly

 

5:05

Connect: sending emails

-Keep personal and business email accounts separate.

-Cons of Infusionsoft or ConvertKit: Complicated for a vast majority of businesses

 

Modern Marketing top recommendation: Drip

• newbie friendly
• Easy migration from Mailchimp, Aweber, or personal email account
• Good for all levels of knowledge/experience
• Offers 100% free plan up to 100 subscribers

 

7:09

Convert: turn subscribers into lifelong and loyal customers

-Can be complicated

"Writing connecting, compelling, and engaging emails is maybe one of the most challenging things you may ever do when it comes to honing and tweaking your marketing message...unless you have a secret..."

 

Modern Marketing top recommendation: AutoResponder Madness (ARM)

• more a training course than program
• easily the best marketing course Adam has taken
• hundreds, not thousands of dollars
• provides significantly more value than more expensive email marketing courses
• enjoyable
• makes a massive impact on your email marketing

 

 

08:32

Recommendation summary

  

Mentioned in this episode:

• AutoResponder Madness (ARM)
• Drip
• Leadpages
• Episode #27 – “Everything You Need to Know About Email Marketing”

 

Contact Adam: [email protected]

 

Click here to subscribe via iTunes

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There’s no crystal ball that will reveal how your new idea, service or product will be received by the masses. That doesn’t mean you have to launch blindly though.

 

Behold the power of rapid offer testing. If done right, the results will be as failproof as you could hope for, giving you the confidence you need to further your investment.

 

In this episode, Adam discusses the steps to rapid offer testing and how it can save you incredible amounts of time, energy, and resources.

Episode Discussions:

The best tools to use with rapid offer testing

How to create a “super ad “

Tips on measuring Rapid Offer Testing success

The cost associated with Rapid Offer Testing (hint: it’s not a lot!)

 

3:00

What is Rapid Offer Testing

Enables you to put out a quick ad and gauge marketplace response.

 

2 best tools to use this with:

-Facebook Ads

-Google Adwords

 

3:23

How it Works

• Create a simple ad with what you're proposing to create or sell.
• Clearly articulate what you're trying to do and send it out to see what happens.
• Come up with a competing ad: tweak offer or refine it for a better result.
• Observe whether or not it will resonate better with who you're trying to reach.
• Compare the results of one against the other.

 

Goal: create a few different ads and offers to ultimately create a "super ad."

 

4:51

ROUGH guidelines to measure success:

Facebook Ads:

$1/CPC (cost per click) = relatively decent offer

CTR (Click-thru rate)(the percentage of people who are clicking the ad):

Anything over 1%= decent

 

The higher the CTR and the lower the CPC, the better.

 

7:00

A Rapid Offer Testing run through from start to finish:

1. Have an idea or offer you want to test but uncertain of how it will be received
2. Create a simple ad
3. Include your offer and call to action (CTA)
4. Check your CPC and CTR
5. Split test: create another ad for comparison and change either headline or CTA. Make only minor tweaks and adjustments.
6. Determine if you want to create additional ad to test against that.

08:34

To take it a step further…

Involve additional market research tools as highlighted in episode #3 and through surveys.

 

Takeaway message: It doesn't make sense to launch blind.

 Always have a basic idea whether your product or service is going to resonate or sell.

Those who best understand their customers wants, needs, and desires are the most likely to win.

  

Mentioned in this episode:

• Episode #3 - Free Customer Market Research
• Episode #2 - The Customer Avatar

 

Contact Adam: [email protected]

 

Click here to subscribe via iTunes

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Email is a fundamental tool we use every day but does it have its place in marketing? Should you bother with email marketing? Is it really worth investing the time, money, and resources? After all, many say “email is dead.”

 

In this episode, Adam shares the facts and stats proving just how effective email marketing can be and breaks down everything you need to know to make it work for your business.

Episode Discussions:

• What is email marketing?
• The myths of email marketing
• Why email marketing is important and why it works
• Facts and stats on ROI
• The only 3-part introductory email sequence you need
• Adam’s recommendations: email service provider and training course
• Why email can be more advantageous than social media

 

 

2:01

"Email is dead" vs. "Email is the most effective form of marketing available"

 

Who’s right?

 

“Email is an integral part of our society, culture, the way we do business, the way we interact with friends and family.

It ain't going anywhere anytime soon."

 

2:59

Fact #1: Email works

-Cited as being 40x more effective at acquiring customers than Facebook or Twitter.

 

03:23 

What makes email so effective?

• We all use email - personally and professionally
• Allows the development of a relationship - by telling longer stories including videos and getting your customers to take action by using some form of embedded links or CTA.

 

Pro tip: Use social media, like Facebook and Twitter, to drive traffic to your

email list so you can follow up and continue to build the relationship

there.

 

social + email = powerhouse combo

• Email is everywhere - 92% of online adults use email

“We tend to trust, to an extent, the quality of the information we receive there above other places which perhaps is the biggest reason that email marketing works so well."

• Customers prefer receiving promotional materials via email over social media= it is ok to sell with email.

-Make certain you're doing it tastefully, respectfully, and

keeping it relevant.

 

05:55

Fact #2: Email allows you to be seen and heard.

• A message is 5x more likely to be seen in email than through Facebook.
• Social media feeds are chaotic.

"It's basically like a high school talent show with everybody trying to get attention and be heard above the noise."

• You have a limited time to grab prospects attention in regards to social media.
• Email makes way for video content, shared links, stories, etc.

 

06:53

Fact #3: Email makes you money

• Has ROI (Return on Investment) of 3800%. Some stats show as high as 4300%.

 

"That is a whole lot of return on your marketing investment. Especially when compared to that super incredible deal that your uncle Lonnie offered you a few years back to invest in his llama farm."

07:40

 How do you use email marketing?

• Need email service provider - allows you to add subscribers and send emails.

Forget about Mailchimp (limited features) and Aweber (a dinosaur)

 

Adam's Recommendation:

Drip: a better level of service with a lot of options. If you're just getting started, they have 100% free plan to test it out.

 

• Need training on how to write amazing revenue generating emails and use them in your business.

Adam’s Recommendation:

 Autoresponder Madness

Relatively fast course

Very valuable content

Fun

It works

"Drip + Autoresponder Madness = secret cocktail of email marketing goodness"

 

 

9:30

• Need emails

One of the biggest obstacles: "What am I gonna write about?"

"You don't need to be a modern-day Hemmingway to write effective emails for your customers."

• Authenticity and transparency are more important than good spelling and grammar.
• Add value where you can
• Be you and be real
• Just want to write

 

3 Part Introductory Email Sequence:

#1. Solves your customer’s biggest problem or answers the #1 question you get in your business

#2. A follow-up: where you introduce yourself, your business, and story

#3. Introduce another problem, explained in more detail, and describe how your product/service solves that issue. 

 

Takeaway: Emails provide more leads, a better relationship with current and potential customers, and incredible ROI.

 

 

Mentioned in this episode:

Drip

Autoresponder Madness

 

Contact Adam: [email protected]

 

Click here to subscribe via iTunes

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“Free” sounds good to everyone but everything has a cost, especially when it comes to traffic.

In this episode, learn the different benefits and costs of paid and free traffic,

and how to get the most out of both to boost your business.  

Episode Discussion

• The myth of so-called "free traffic"
• How to get the most out of your paid traffic marketing
• Why "free traffic" isn't really free
• An overlooked aspect of paid traffic and why to budget for it
• An SEO refresher course
• One of the most valuable free traffic marketing strategies
• How long it can take to see results from SEO
• Tips for a successful social media strategy
• Paid vs. Free…which one’s for you?

 

01:42

What is traffic?

• Generally accepted marketing term for "people"
  • More specifically, eyeballs, attention.
• Ideally, driving your target market to an offer, message, sales page.
• Step 1 of the marketing funnel.

 

2:49

2 different kinds of traffic

1. Paid Traffic
2. Free Traffic

Pay either way using money or time (energy and resources).

 

03:27

Paid Traffic

Options:

Facebook Ads

Google Adwords

LinkedIn

Twitter Ads

Banner ads

 

If it has the word "Ads" after it, it's a form of paid traffic.

• Pay-per-click (PPC):
  • Have top position everywhere you want (news feeds, search engine).
  • Have to be willing to outspend everyone.

 

• Learning curve associated with paid traffic:
  • Expensive when first learning –
    • allocate a percentage of your marketing budget.

 

• Figure out what's working, what's not.
  • Ways to optimize and continue getting a better investment

 

• Retargeting or remarketing
  • Enables you to capitalize on the traffic you already have.

05:06

"Free Traffic"

 "I know we're on a podcast so you can't see what I'm doing but I've got the air quotes going because there really is no such thing as free traffic."

• Everything will take investment (time, energy, and resources) to create.

 

• One of the most popular types of free traffic:
  • Content marketing (blogs, podcasts, video, infographics)

 

• Social media:
  • A viable strategy to use with free traffic.
    • Ensure your market is active on that social media channel
    • Make sure you message is consistent across all channels
    • Respect the social channel (not overly promotional)

 

7:07

SEO (Search Engine Optimization)

• Optimizing your website so it appears higher in search engine results when someone is searching for a service you offer
• It can take serious time and investment (for content creation) in order to claim a top spot
  • May take a couple of months up to a year for more competitive terms.

 

8:21

Paid Traffic vs. Free Traffic

If you have more money than time, focus on paid traffic.

If you have more time than money, focus on free traffic.

 

Include both eventually to create a steady and consistent flow of traffic to your business.

 

Mentioned in this episode:

 

• Episode #12 - How to create a marketing funnel
• Episode #7 - The Power of Retargeting and Remarketing
• Episode #23 - SEO Tips and Tricks for 2017

 

 Contact Adam: [email protected]

 

Click here to subscribe via iTunes

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With more options available now more than ever, it's difficult to decide which marketing tools are going to provide the most benefit for your business in 2017. No need to play eeny, meeny, miny, moe because Adam has you covered with the top 6 digital marketing elements to include moving into 2017.

 

Implementing these marketing tools will help you grow your business, connect with your customers, get more leads and sales, and grow your revenue and profits.

 

Episode Discussions:

 

• 3 important elements your business website should have
• Why social media channels are not replacements for a business website
• One of the least expensive yet most effective marketing methods to date
• Crucial tips that maximize results using Facebook Ads
• The pros and pros of podcasting
• Keys to getting the biggest return on email marketing campaigns
• Common fears of podcasting addressed and debunked
• Why including podcasting in your marketing for 2017 is a genius move

 

 

0:50

"The only constant is change"- Heraclitus

Change is inevitable.

When it comes to marketing your business, you have two choices:

 

1)     Adapt

2)     Or suffer the consequences of being irrelevant

 

Irrelevant businesses don’t get calls, clicks, or sales

1.     Web Design

Your website is your business hub and center of your online universe

-An asset you own 

-Controlled and brandable

 

 

In 2017, your website should be:

• Clean - and focused on your message
• Responsive - needs to look good on a variety of different screen sizes (mobile phones, tablets)
• Beautifully designed - make sure you're sending the right message to your prospects

 

“If it's none of the above, you don't have an asset, you have a liability.”

 

A website is worth investing in: 

• At some point, customer will go online and see what they can learn about you, your business, and services.
• Test different sales messages, calls to action, and capture valuable info from your customers.  

“Many naive business owners mistakenly use social media in place of a website.”

 

5:09 

2.     Search Engine Optimization (SEO)

-97% of all searches for local businesses begin online

“If your business isn't appearing for relevant search terms associated with what you do or sell, you're losing money to your competitors. “

 

5:51

3.     Social Media

-Humanizes brands and businesses in a way that nothing else can.

-Offers transparency and authenticity

-Key: choose platforms and channels your customers are using and interact with them there 

-Useless to be on any social media network that your target market doesn't use 

*crickets chirping*

 

-Focus on producing quality content, sharing others content, and engaging with your community. 

 

6:46 

4.     Facebook Ads

-Most effective form of advertising available today for 95% of businesses (cost and results)

Key to maximizing results: 

1. Appreciate that Facebook is a social platform
2. Focus on strategy more than tactics

7:48 

1. Email Marketing

• Email inbox offers access to one of your customers most intimate places 
• People check their email multiple times a day - creating multiple opportunities to get your message in front of them
• One of the least expensive forms of marketing available

 

Keys to getting biggest return on email marketing campaigns: 

1. Focus on strategy
2. Focus on delivering value

 

9:28 

6.     Podcasting

Provides adopters with benefits that far outweigh its costs.

 

Podcasting popularity is growing

• Grew 23% last year alone. Currently around 57 million in the US alone and growing
• Incredibly easy to consume: through iPhone and Android apps, direct listening on a tablet or desktop
• Many people prefer audio over reading or video 
• Convenient content: can listen at the gym, commute to work, etc.

 

 

Podcasting gives something no other media does:

longer access and attention to your customers. 

• Average person scrolls through social media feed in seconds
• Read blog posts or watch videos for a couple of minutes

"The average podcast listener consumes around 4 hours and 10 minutes per week, every week. "

• Listens to 5 different podcasts each week
• Podcast creators enjoy a direct channel right to their customer's brains 
• Like having your customer’s attention for 30+ min 
• One of the fastest and most effective ways to build a deeper connection and higher level of trust.

 

A relatively untapped and underserved market

• Gain a competitive advantage by getting in before everyone else 
• Blogging and video are competitive and crowded markets
• For every 1 podcast, there are 100,000 blogs and 10,000 YouTube videos.

 

 

It's easy to do

Common fears of podcasting:

• creating your own show
• techy parts (editing, uploading, publishing)
• not knowing where to start
• fear associated with video (being on camera)
• blogging (not being a good writer)

 

With the right help, it's one of the easiest forms of content creation available. 

"If you can talk about your business, you can podcast. "

 

Podcast Production Services:

 PodcastZen

(used for the Modern Marketing Podcast)

 Handle every “techy” step for you:

• editing
• uploading
• amazing blog quality show notes
• eye-catching custom graphics

 

All you do is talk and they take care of the rest.

 

13:04 

List Recap: 

1. Web Design
2. SEO
3. Social Media
4. Facebook Ads
5. Email Marketing
6. Podcasting

 

This podcast is brought to you by:

Podcast Zen 

Take the first step toward increasing your income, impact, and influence with podcasting.

Visit PodcastZen.com 

 

Contact Adam: [email protected]

 

Click here to subscribe via iTunes

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Live streaming is projected to be one of the top marketing tools available in 2017 so it’s only appropriate to interview Luria Petrucci. Her company, Live Streaming Pros, helps brands and businesses start, grow, and monetize their own live streaming shows.

 

This episode covers everything you need to know about live streaming including how you can get started as early as today to start seeing results in your business.

 

Episode Discussions:

• What is live streaming?
• The 4 levels of live streaming and their costs
• 3 parts to an effective live streaming strategy
• Why you should do it and how to do it effectively
• Why Facebook Live is a powerful tool for local businesses
• The different live video platforms
• The #1 thing that will stop people from watching your videos
• Luria’s live stream challenge for Adam

 

 

2:37 

How Luria got into live streaming 

 

Curiosity about Video iPod and how it worked from a technical standpoint 

Was able to turn it into a business

After 10 years of building a community with video and live streaming, 

 she started focusing on live streaming due to accessibility and ease-of-use. 

 

4:43 

Addressing common fears about live streaming.

 

"The thought of going out there and not having structure scares me a little bit."-Adam 

-Most people like to be well-prepared for video

-Most people fear starting it and having nobody show up (interacting with a blank audience) 

 

Why they're not important to worry about:

+Benefits of live streaming 

-Build the know, like, and trust factor with your audience. 

-Works for both online businesses and local businesses

-When you do it right, you can increase your bottom line

-Think of it as a marketing tool and an engagement effort 

"No other marketing can you build your current customer base and trust, create loyalty, and get people so involved and engaged with you."-Luria

 

7:09

Luria uses a run of show spreadsheet to prepare for streams.

 

Zero viewers can happen at first but you can repurpose the content: 

• Run ads to it 
• Post it on your blog
• Post it as a podcast

 

08:53 

Works well for local business

 

-Tap into the power of Facebook Live

-People love to be proud of the city they live in

You're delivering value and getting engagement at the same time and it's a beautiful combination that really works." -Luria

11:10 

Luria's 3-part live video strategy:

1. Consistency: Builds trust - allows your viewers to put it on their calendar  
2. Randomness: Going live randomly brings in the human element
3. Repurposing:  Repurpose the content

 

14:01 

What is live streaming?

At it's basic level, the ability to go live and have a real-time video conversation with whoever wants to watch. 

 

Various platforms:

• Facebook
• Periscope
• YouTube Live (mobile capability coming soon)
• Instagram

 

17:33 

Cost, how and where to get started live streaming:  4 levels of live streaming to help determine what to start with:

1. Going live from your phone 
2. Add gear to your phone: wide angle lens, microphone, kits
3. Going live from your desktop computer: webcam or external camera   
4. Going live from a dedicated machine: Professional TV quality stream 

 

"People are using whatever level, you just have to make sure you have the right strategies behind it and that you're offering tremendous value, being human, connecting, and have a call-to-action in your video". - Luria

24:46 

Calls to Action

"Live video provides a beautiful way to do a call to action without feeling like you're selling or pitching anything because what it is at its core is a conversation."

-Provide value and focus on giving and helping people succeed 

-Use CTA as a natural opportunity to further help them

 

28:06 

Luria challenges Adam

 

Will Adam launch his first live stream in January?

To be continued…

 

Mentioned in this episode

 

• Live Streaming Pros Website
• To determine where you fit in as a live streamer,

take the Live Streaming Pros quiz

• Live Streaming Pros Facebook Page (Live every weekday at 10am PST)
• Modern Marketing all-star guest AJ Rivera

 

Contact Adam: [email protected]

 

Click here to subscribe via iTunes

Modern Marketing on Stitcher

Modern Marketing on Pocket Casts 

 

 

 

 

 

 

 

With more than 97% of people beginning their search for a local business online, Search Engine Optimization (SEO) continues to be one of the most effective forms of marketing available today for local businesses.

Because it registers as one of the more complex and technical marketing tactics, it often leads to the confusion and dismissal of the opportunity entirely.

Don’t let your eyes glaze over just yet.

This episode breaks down valuable and easy-to-implement SEO tactics so you can start benefiting from a business boost that only high search engine rankings can deliver. 

Episode Discussions:

• How to optimize for the user experience
• Keyword placement
• Latent Symantec Indexing
• Importance of making shareable content
• How to build links

  

01:52 

Adam’s experience with SEO

-Over the last 5 years, SEO has been the primary driver of traffic and business for Adam's digital marketing agency, Siren Consulting Firm

-Roughly 60% of all revenue and business gained was from an online search

-Adam’s marketing consulting business, AdamErhart.com, uses referrals, content marketing, and paid traffic. 

-They're different business models which mean different traffic sources.

 

02:54 

Insight into search engines - Google, Yahoo, Bing, DuckDuckGo

-All have algorhythms: the math behind how they calculate the rankings

"Search engines tell no lies. The evidence for who's ranking well is clearly put there right on the 1st page".

-Through studies and case studies, we're able to deduce what type of strategies and tactics we need to apply 

 3:49 

Start applying these tactics today to immediately get an SEO boost in your business.

+Optimize for the user experience: no keyword stuffing, no unnatural looking linking.

- Ensure there's sufficient content on your website

-Make sure it's clean, organized, easy to navigate, and mobile-friendly!

-over half of all web browsing is done from something other than a desktop computer

 

5:00 

Using Keywords

One way search engines decide what websites are going to appear for certain search terms

-Type, number, and placement on your website

-Ensure adequate coverage of terms (proper keyword density)

-Don't overdo it (keyword stuffing)

 

Key places for keywords: 

1. The URL 
2. The titles (H1's need the primary keyword)
3. Body copy (rich and helpful content)
4. Page descriptions 
5. Images

 

8:13 

The balance: using the right keywords for your business and respecting the user experience by not keyword stuffing. 

+Latent Symantec Indexing (LSI)

 LSI is a mathematical method used to determine the relationship between terms and concepts in content.- Search Engine Journal

"Basically, LSI is fancy talk for synonyms or similar words”. -Adam

+Use similar terms that are relevant.

-Example: Ranking for a keyword like "car" - use “auto, vehicle, truck,    transportation, driver”

+Keep it natural and conversational

-Adds to search engine crawl and user experience. 

 

9:14 

Make it shareable.

+Step outside of your website. 

-Search engines get proof through quality and number of links that point back to your website. 

-Long-term strategy to acquire high-quality links is through an SEO-focused content marketing strategy

 

9:46 

Basics of an SEO Content Marketing Strategy

-Create good content

-Put it on your website

-Build links to it

 

Methods and suggestions to ensure you're creating shareable or linkable content: 

+Create different types of content on your website

-video: future of internet content

-infographics: visual and fun-to-share format 

-images: have at least 1 high-quality image every page

 

Cliché yet totally appropriate takeaway:

Quality is far more important than quantity. 

 

11:37 

How to start getting links

+Manual outreach: Link to someone else and let them know you did it

+Paid traffic: advertising using paid traffic

-Facebook ads-- cost-effective, allow detailed targeting, and use retargeting pixel. (Listen to episode #7 on retargeting and remarketing!)

+Social media: videos and infographics work well.

"If you're going to be spending any considerable amount of time on social media, make sure you're using a platform that your customers actually use." 

+SEO: Consistently creating high-quality and shareable content

-use the right keywords in the right places

-keep end user in mind

+Go for more specific topics 

-Less competitive

-Use long-tail keywords

Example: Rather than ranking for "SEO", try "SEO tips and tricks". 

 

Mentioned in this episode:

• Modern Marketing Podcast episode #7- “The Power of Retargeting and Remarketing”

 

Contact Adam: [email protected]

 

Click here to subscribe via iTunes

Modern Marketing on Stitcher

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Joel Erway is a real deal webinar coach and expert. He helps craft webinars, sales pitches, and designs programs that get conversions. It’s no wonder why he’s the go-to consultant for many of the top performing webinars. 

Whether you’re a webinar skeptic or believer, or just need your curiosity satisfied, this episode gives an in-depth look at how and why this genius marketing tool delivers tremendous value to any business.

Episode Discussions:

• Why simplicity is best 
• How too many details can actually hurt your conversions
• Why webinars are one of the best ways to rapid test your offers
• The "trifecta" of a webinar 
• How to avoid triggering objections in your audience
• The non-sexiest acronym for a sales method (but very effective!) 
• Examples of “how to hook” in webinars 
• Joel's #1 rule in sales
• Why you should only talk about results 
• Thumbs up or down: How to test your webinar offers

 

2:34  What got you to this point and what do you do? The rundown on Joel’s background.

-Why he decided to specialize in webinars 

-2008 graduated college as mechanical engineer

-Got into sales engineering 

-Went from zero to 2 million dollars in sales per year in 4 years

-Majority of growth happened within last 1.5 years-2 years 

 

4:50  How it all began.

-Company gave canned sales presentations to engineers aka "Boring technical presentations"

-Studied and implemented own sales style into presentations

-Saw immediate impact on sales

-Sales and commission began "exploding"

-Quit and ventured into online business.

Joined masterminds and created engineering career development course

 

6:48 

-Taught people how to do interviews – naturally attracted unemployed audience, making it difficult to profit.

-Spent 5 figures on venture and ran out of money

 

Marketing Takeaway

 "Pick the segment of your audience that is willing and that is able.

You've gotta find the people with the money". -Adam

 

-Joel's revised sales presentation increased sales by 1400%

 

9:50   Capping limitations on a webinar

"You could sell anything at any price on a webinar within reason. I believe you can sell $25,000 offers from a webinar."-Joel

-A webinar is just a conversion mechanism

-Give a good warm-up sequence

-Your limitation on price point has to be associated with how warm they are before they get on the webinar 

 

10:52  The phases and outline of a webinar: Tips to implement into your business

-Strictly cold traffic: simplicity works 

-Surveys 

-Send "about me" video (no more than 2-3 min long)

-Send follow-up emails

-After the webinar: "litter" with testimonials. They are the most impactful at getting sales after the webinar. 

 

13:37  How do you convert audiences on the webinar? The Webinar process and the almighty conversion.

3 sections to a webinar: introduction, content, and sales pitch

ARE Webinar Sales Method:  establish authority, attraction, and awareness of a common problem that you're there to solve.

 

"You have to tell them that life is awesome here because ultimately what we're trying to get them is some sort of transformation"-Joel

 

-Acknowledge the gap and make it as big a possible: where they're at is the beginning and where you are is at the top.

A: authority, awareness, attraction

R: relationship and rapport building

content - an existing belief they have about the topic and how you crush the belief 

E: exchange - pre-frame hook at the beginning of the webinar.

 

-Go through top level overview of the result they're going to get when they go through with the offer

-Address the biggest objections and why the reasoning won't work for them

-Tell stories: use testimonials or stories that resonate with their position 

 

20:23  Joel's #1 rule in sales and the launch of Convert Pro.   - Only talk about the results.

-Launching a membership program called "Convert Pro" that helps people craft presentations in 45 minutes or less. 

 

Joel's key takeaway point:

"If people don't believe you and your offer isn't compelling, you'll never monetize your list."-Joel

  

How to contact Joel

• com
• Facebook
• LinkedIn 

 

Mentioned in this episode:

• Ted Talk: “The Secret Structure of Great Talks” -Nancy Duarte

 

Contact Adam: [email protected]

 

Click here to subscribe via iTunes

Modern Marketing on Stitcher

Modern Marketing on Pocket Casts