Marketing Speak

Ann Handley, an amazing writer and marketer, joins me today. She knows exactly what it takes to attract, engage, and keep an audience in today’s market. Quality content is more important than ever in the world of marketing. You shouldn’t just be focused on churning out content in an attempt to reach more customers. That’s a surefire way for your content to get lost in the ever-widening sea of information. Instead, you need to specifically identify your audience and create content that addresses their needs.  Ann talks to me about all that and more, so listen in and start making great content today! Find Out More About Ann Here: Ann Handley @MarketingProfs on Twitter @annhandley on Twitter MarketingProfs Ann Handley on LinkedIn Ann Handley on Facebook In This Episode: [01:23] - Ann and Stephan start off the conversation by talking about their recent random run-in with each other. [03:48] - What are some of Ann’s favorite nuggets of wisdom and insight from her book Everybody Writes? [08:04] - Ann shares some of the basic rules of creating content that matters. She discusses viewing communication with your audience as a privilege, and thinking of things from an audience-centric point of view. [09:23] - When Ann thinks about who she’s creating a piece of content for, she thinks about one person who she wants to help. She then explains that she spends a lot of time on Twitter getting to know her audience. [11:51] - Ann talks about how deep her profile of her audience persona goes. [14:21] - We hear Ann’s thoughts on tools that are important for writers, including The Elements of Style. [18:05] - Does Ann recommend that companies or marketing departments come up with style guides to make sure everybody is on the same page? [21:16] - Stephan brings up some wisdom from a previous episode of Marketing Speak. [23:20] - Ann talks about how she handles situations with ghostwriters, in terms of how she gets the best outcome for the company. She emphasizes the importance of having an editor, not just a writer. [27:04] - Every company with writers should have an editor, Ann explains. She then discusses how to figure out whether content is high-quality. [28:56] - Ann shares her thoughts on using video rather than writing as the best way to reach your audience. [31:17] - What does Ann think about repurposing content? [33:10] - Ann talks about her recommendations for what people should do in terms of creating video-based content. [35:22] - Stephan’s membership site is running Memberium, and he’s moving to using LearnDash, he explains. [36:44] - We hear Ann’s thoughts on the ways to use a video transcript. She prefers reading a transcript to watching the video, she explains. [39:29] - Ann points out that quite a few people start their content by dictating, rather than writing, the content. [42:58] - Where would Ann recommend people go to find ghostwriters? [45:45] - Ann thinks there’s an enormous upside to training yourself to think about things from an audience-centric point of view. [46:57] - What would Ann say to someone who is using writers as cogs in a wheel and just churning out content? [48:31] - Stephan talks about the importance of intentionality and approaching everything from this perspective. [52:08] - Ann digs deeper into places to find writers and freelancers. [54:10] - Ann shares her thoughts on focus groups. [55:04] - We learn what Ann means when she talks about telling bolder stories. She gives an example of a company that does an excellent job of telling bold stories. Stephan then shares an example of his own. [58:42] - Being bold doesn’t mean you have to be crazy or wacky, Ann clarifies. Instead, it’s about fully expressing your brand. [61:51] - Ann offers a book recommendation: Between You & Me by Mary Norris. Links and Resources: Ann Handley @MarketingProfs on Twitter @annhandley on Twitter MarketingProfs Ann Handley on LinkedIn Ann Handley on Facebook Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content by Ann Handley Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business by Ann Handley and C. C. Chapman World Domination Summit The Elements of Style by William Strunk Jr. and E. B. White Hemingway App Grammarly Searchmetrics Content Experience Uberflip Style Guide MailChimp Style Guide Ephraim Olschewski on Marketing Speak Blue Bottle Coffee From Plant to Cup: Brew an Amazing Cup of Coffee on Skillshare (by Blue Bottle Coffee) Skillshare LearnDash Wistia Vimeo Thinkific Rev.com SpeakWrite Speechpad The One Minute Millionaire by Mark Victor Hansen and Robert Allen Cash in a Flash by Mark Victor Hansen and Robert Allen WriterAccess ClearVoice Textbroker Amazon Mechanical Turk Ephraim Olschewski on the Optimized Geek Meetup ProBlogger Craigslist Don’t Make Me Think by Steve Krug Freaker USA Zappos Greatist Bird by Bird by Anne Lamott Between You & Me by Mary Norris Nick Westergaard Chris Rugh on the Optimized Geek  

Today I'm talking with Dustin Mathews. Dustin is the co-founder of Speaking Empire and the co-author (along with the incredible Dan Kennedy) of No B.S. Guide to Powerful Presentations. He's here to explain  the best techniques for selling, reaching out to new customers, and making the most of your in-person presentations. Whether you conduct sales in person, from presentations on stage or virtually through webinars, Dustin’s advice will offer incredible value. Find Out More About Dustin Here: Dustin Mathews @dustinmathews on Twitter Dustin Mathews on LinkedIn In This Episode: [01:24] - What’s the secret sauce for creating a presentation that sells products and services, and has people running to the back of the room with their credit cards to buy what you’re selling? [03:38] - Dustin talks about what makes an offer irresistible instead of just mildly compelling. He explains that he has a nine-point system, and mentions what the first of these points is. [07:00] - Dustin discusses the hot-button close. He offers some examples of hot buttons that various audience members might have. [10:37] - We hear more about Dustin’s perspective on customer appreciation events and strategies. He then explains that he likes to position events as bonuses. He also likes to include a physical component in bonuses. [13:21] - Stephan points out that having a physical component reduces the return rate. Dustin then expands on that concept. He and Stephan then discuss people wanting refunds past the money-back guarantee time. [16:22] - We hear why Stephan plans to start taking Dustin’s advice to minimize people asking for refunds. [18:15] - Dustin piggybacks off of what Stephan has been saying, pointing out that you don’t personally need to reach out to customers yourself. Instead, you can outsource this task. [19:40] - Is it better to use limiters based on time or quantity? Dustin prefers to use both whenever possible. [24:30] - Stephan relates what he learned about pickup to the ideas that Dustin has been offering. Dustin then talks about a study involving copy machines that reveals the importance of giving a reason. [28:30] - What is “the benefit of the benefit,” and what does it really mean? Dustin answers, then talks about how he incorporates this into his presentations. [32:59] - Dustin walks us through the typical structure of one of his presentations. [35:08] - Dustin begins explaining the five components of a presentation that he mentioned a moment earlier. These are: 1. the intro, 2. the story, 3. the offer, 4. the body, and 5. the close. [37:28] - What are some best practices for doing a really effective close? Dustin reveals that a successful close depends on doing things right throughout your presentation. [40:29] - Stephan points out that Dustin’s advice is basically a yes ladder. Dustin then relates this back to the dating world, in which you don’t immediately get married. [41:49] - The more time you have with a prospect, the better, Dustin explains. [43:54] - What do you do if you’re giving a presentation where you aren’t allowed to sell from stage, and no pitching is allowed? [47:04] - Dustin offers two more ways to get around a no-pitching or no-sales rule in a presentation. [49:51] - Everybody has a mobile phone, Dustin points out, so getting them to text may be easier. He then explains his techniques [52:28] - Stephan provides a couple tools for listeners, explaining that he uses Leadpages and the Leaddigits tool. [54:11] - How do you get people to storm the stage (or, in Dustin’s case, the back of the room)? Links and Resources: Dustin Mathews @dustinmathews on Twitter Dustin Mathews on LinkedIn Speaking Empire No B.S. Guide to Powerful Presentations Dan Kennedy on Marketing Speak Neil Strauss Simon Sinek Mike Mandel on the Optimized Geek NLP The presumptive close Yes ladder ManyChat Infusionsoft Leadpages Leaddigits TPNI Engage Fix Your Funnel Internet Retailer Affiliate Summit  

If you’re a faithful listener of the show, you probably remember the remarkable episode from a few weeks ago with Christoph Cemper. In that episode, we discussed analyzing your link profile, different types of redirects, and much more. In this second half of the conversation, we spend more time digging into 302 versus 301 redirects. We then go into depth about what to do if you’ve received penalties (whether algorithmic or manual) and how to perform an effective cleanup process. In the lightning round at the end, Christoph offers even more amazing value, including a chance to win a free spot at his upcoming training event in Las Vegas. Find Out More About Christoph Here: LinkResearchTools @cemper on Twitter Christophcemper.com Christoph Cemper on LinkedIn Christoph Cemper on Facebook In This Episode: [01:15] - Stephan starts things off with a quick recap of what he and Christoph talked about in the first part of their conversation. If you missed that and want to hear it, check it out here! [03:19] - Christoph picks up this episode where we left off with the previous part of their conversation, exploring the differences between 302 and 301 redirects. [06:12] - On average, how long does it take for 301 redirects to lose their ability to pass on rankings benefits? [08:31] - Christoph clarifies how the behavior of a 301 is exactly the opposite of what you would expect (and want) from a permanent redirect. [09:48] - Stephan restates what Christoph has been saying to make sure it’s clear for listeners. [11:32] - The test that Christoph did on 301 versus 302 redirects was a small-scale test, he explains, and talks about its scope. [12:16] - Stephan talks about a client he had who had used a 301 redirect. Switching to a 302 gave the client a rankings benefit. [15:25] - If you got hit with a penalty, whether manual or algorithmic, what is the procedure for cleanup? [19:38] - Stephan pulls things back for a moment to clarify and simplify what Christoph has been saying to ensure that it’s clear for listeners. [21:53] - The idea of link risk management is critically important, Stephan reveals, and explains why. [23:32] - Christoph talks about a potential threat to sites in which someone sends out emails asking sites to remove good links to your site. [27:01] - What’s the difference in process if you were penalized with manual action versus an algorithmic penalty because of links? As he answers, Christoph goes into great depth about analyzing links by risk. [35:22] - You can apply your own knowledge to the anchor text, Stephan explains, and discusses the importance of using Link Detox (DTOX). He and Christoph then discuss diversity in links. [38:09] - Does Christoph think that the risk of manual actions is higher now because of real-time Penguin? [40:00] - Stephan brings up the rest of the cleanup process once you’ve experience a penalty, whether manual or algorithmic. Christoph then walks us through this process. [44:48] - We learn more about Pitchbox. [45:36] - Christoph discusses what to do next in the process of link cleanup and removal. [49:10] - Stephan talks about what happens once you’ve created your disavow list for Google. [52:37] - We move into a lightning round. First, Christoph talks about expired domains and how page rank is affected. [55:28] - If you acquire an ongoing business and don’t want the page rank to reset to 0, what are some things you can do to decrease the likelihood of that happening? [57:27] - Christoph talks about whether you get special credit for links from .gov or .edu sites. [60:00] - Does Christoph have a browser toolbar that he wants to plug for giving data on power and trust? You can find the tools he discusses in his answer, and many more, at this link. [62:57] - Christoph explains why link velocity is an important thing to measure. [64:40] - Stephan talks about an article he wrote that goes through some of the most important tools in the LinkResearchTools toolset. [65:22] - Why should we look for hubs? Christoph explains that having good links is the equivalent to hanging out with the cool kids. [67:38] - Christoph talks about his LRT Associate Training program. He also offers a free spot at the upcoming Las Vegas training event to one lucky Marketing Speak listener, and offers details on how to win it. Links and Resources: LinkResearchTools @cemper on Twitter Christophcemper.com Christoph Cemper on LinkedIn Christoph Cemper on Facebook Christoph Cemper on Marketing Speak (Part 1 of 2) PBNs Penguin update SMX East IRCE Internet Retailer Magazine Ahrefs Majestic Open Site Explorer Link Risk Management by Stephan Spencer Dave Naylor Link Detox (DTOX) Pitchbox Disavow list TechCrunch ccTLDs Wayback Machine Algorithmic penalties Manual penalties List of tools from LinkResearchTools Industrial Strength Link Analysis With LinkResearchTools by Stephan Spencer Common Backlink Tool (CBLT) LRT Associate Training program Hertz Case Study Full Backlink Audit Benefits LRT Associate Training  

Today I'm talking with Mike Blumenthal, an expert in online reputation creation & management as well as search optimization and online presence building. Three years ago, only about 50% of Americans were potentially willing to leave a review about their experience with a business. In the past three years, that number has gone up to 65%. With two-thirds of customers and clients potentially ready to review your business, you can no longer get by with assuming a customer with a lukewarm experience won’t leave a review for the whole world to see. In our conversation today, he uses his expertise to offer a huge amount of actionable advice. If you have a business with any sort of an online presence, you need to hear this episode! Find Out More About Mike Here: Blumenthal’s Mike Blumenthal’s blog @mblumenthal on Twitter Mike Blumenthal on LinkedIn Mike Blumenthal on Get Five Stars In This Episode: [01:14] - Mike suggests starting off by talking not about reputation management, but rather reputation development. [03:30] - We learn what a Net Promoter Score is, and why it’s a valuable number to keep track of. [05:24] - Mike touches on why most small businesses don’t like Yelp, then explains that many reviews are now showing up on Google anyway. [07:29] - If Yelp is ranking #2 for your company game in Google, that makes its contents more important, right? [08:57] - In general, Mike suggests just leaving sites like Ripoff Report alone and ignoring them. [09:34] - Stephan steps in to explain a bit about how Google features various sites. Mike then defines rich snippets. [11:15] - Mike explains more about the use of rich snippets and other review-related items on your own site. [13:04] - Are you allowed to take reviews you find elsewhere (like from Yelp) and put them on your website? [14:40] - We hear about Mike’s suggestions on the process of getting reviews on your own site. He then offers advice for what to do if you already have testimonials. [19:39] - The term for paying for fake reviews is “astroturfing.” [21:22] - Mike discusses how to correct Knowledge Panel information about their business. [25:38] - Can Moz Local fix things in existing listings, or is it only for new listings? [26:37] - Mike strongly recommends hiring a consultant to write your Wikipedia content instead of doing it yourself. [27:27] - We move on to Facebook, with Stephan and Mike talking about its increasing popularity as a review site. [30:35] - Mike offers advice for how to get Yelp reviews if you need to manage a currently negative Yelp profile. He and Stephan also discuss the importance of having Yelp friends. [33:27] - Should we pay attention to sites like YP.com and Superpages? [35:44] - Mike discusses Glassdoor and how to use it to your advantage. [38:43] - Stephan recommends a previous Marketing Speak episode with Kenton Hutcherson if you want to learn more about Ripoff Report. [39:25] - We hear Mike’s tips for getting better images to show for your business. [42:25] - Do you still need to upload inside photos if you run a home-based business rather than a retail store, for example? [43:42] - Mike offers Barbara Oliver Jewelry as an example of a site that has done a great job with its reviews page. Stephan then talks about his own testimonials page. [46:59] - In the world of reviews and ratings, what does Mike recommend that people do in terms of badges? [49:27] - Mike shares his thoughts on Trustpilot. [50:31] - Does Mike have any suggestions on types of awards to apply for? [51:51] - Local search is fundamentally different than organic search, Mike explains. He talks about how these differences are relevant and how to take them into account for your business. [57:13] - Mike points out that it’s important to have followers who engage and share your content, not just disengaged followers. [59:04] - Mike offers listeners several resources, including his Moz Local 2017 presentation. Links and Resources: Blumenthal’s Mike Blumenthal’s blog @mblumenthal on Twitter Mike Blumenthal on LinkedIn Mike Blumenthal on Get Five Stars GetFiveStars Local U Net Promoter Score Yelp Barbara Oliver Jewelry Ripoff Report Pissed Consumer Rich snippets Schema.org Gravity Forms Astroturfing The Carter Center Wikidata Knowledge Panel David Deering Touch Point Digital Marketing Moz Local Jonathan Hochman on Marketing Speak YP.com Superpages Houzz Glassdoor Kenton Hutcherson on Marketing Speak Google My Business forum Better Business Bureau Trustpilot Davey Awards The killing of Cecil the lion Are Words the New Links? - Mike Blumenthal’s Moz Local 2017 presentation  

Today’s guest, Marcus Sheridan, AKA the Sales Lion, has been called a web marketing guru by the New York Times, perhaps thanks to his sometimes unconventional advice on what sales techniques really work. We discuss deeply valuable information that gives insight into how customers think and behave, and how this relates to what you should do in your sales process. In today’s conversation, Marcus will talk about how to influence the buying criteria of your prospects to preempt their objections, and how to differentiate yourself in a sea of competitors. Find Out More About Marcus Here: Marcus Sheridan on LinkedIn @TheSalesLion on Twitter The Sales Lion Meet Marcus Sheridan Marcus Edward Sheridan on River Pools River Pools In This Episode: [01:17] - Marcus talks about the biggest mistakes that he sees people make in sales. [02:48] - What would be some of the best practices or tips for getting your sales to be more effective? As he answers, Marcus explains that he owns two companies. He then gives deeply valuable information that gives insight into how customers think and behave, and how this relates to what you should do in your sales process. [07:31] - Stephan agrees that there is reluctance to make costs public. Marcus then steps in to clarify what he’s been saying. [09:52] - Marcus steers the conversation to swimming pools to illustrate his point about being more transparent with pricing. [14:10] - What are the best ways to package these buyer-based questions? Is it best done, for example, as an article, a YouTube video, a downloadable buyer’s guide, or something else entirely? [16:59] - The goal, Marcus explains, is to preemptively answer the 80% of questions that are the same across most first sales calls. [18:06] - We hear about an interaction between Chris Sacca and Kobe Bryant that Marcus read about. [19:29] - Stephan recently created a welcome or intake packet that includes a questionnaire for people to fill out before he talks with them. [20:30] - Marcus makes one further point, talking about the pool industry again. [22:08] - Point one is to list the questions that people ask and link to the answer on every product page; what are the other points that will transform the website and facilitate sales? Marcus offers an incredibly valuable exercise to help you figure out how to better address customers’ concerns. [25:54] - Marcus offers a third activity, which involves writing down every claim you make about your company. [27:47] - Marcus gives us two more tips as a bonus round. He talks about making a website section called “Problems We Solve.” His fifth and final tip here is to make a section on your website about who you’re not a good fit for. [31:48] - As Marcus went through those five points, Stephan was thinking about how they would make a perfect five-day challenge. He then goes into more depth about these challenges, including a recent one of his own. [36:54] - What is the best approach to doing a webinar? After answering, Marcus talks more about what he does instead of webinars. [41:20] - Marcus talks about how reacts to pushback about his insistence on using video during sales calls. [45:21] - Stephan brings us back to the topic of public speaking. Marcus offers some suggestions on groups for listeners to check out, then gives advice on how to progress in a speaking career. [49:32] - We hear more about moving from free national events to paid events. Marcus then offers one of the keys to speaking: if you do a good job on one talk, you’ll likely get three or four others from it. [52:43] - If you’ve just done a fantastic job on a speech, how do you turn the attendees into leads? [53:58] - Marcus explains why he chose the name the “Sales Lion.” Links and Resources: Marcus Sheridan on LinkedIn @TheSalesLion on Twitter The Sales Lion Meet Marcus Sheridan Marcus Edward Sheridan on River Pools River Pools They Ask You Answer 10 Marketing Books to Read in 2017 (Mashable) Inc. Magazine Chris Sacca Kobe Bryant Chris Sacca’s interaction with Kobe Bryant The SEO Maximizer Five-Day Challenge Answer the Public Mike Mandel on the Optimized Geek Leaddigits Instant Customer  

If you love sweets, which do you think would be a better option: practicing and developing willpower by keeping a bag of candies in the house but only allowing yourself to eat one a day, or not bringing candy into the house at all to avoid expending your willpower reserves? While this podcast is about marketing rather than dieting, this is a perfect analogy for social media in terms of having apps on our phones and constant easy access. In today’s episode, Gavin McGarry and I take differing stances on this question as part of a conversation that covers social media, various types of groups, the differences between generations, the future of augmented reality, and much more. Find Out More About Gavin Here: Gavin McGarry on LinkedIn@gavinmcgarry on TwitterJumpwire Mediainfo@jumpwiremedia.com In This Episode: [01:26] - Gavin starts things off by talking about how to build a community on Facebook organically. [05:11] - We hear about the difference between Facebook pages and groups, and when it’s better to use one than the other. [07:07] - Stephan recently ran a 5-day challenge using a Facebook group, he explains. [07:42] - What is one of the most innovative ways in which Gavin has seen Facebook groups being used? [08:47] - Gavin explains the difference between secret groups and closed groups on Facebook. He and Stephan then talk about the potential different uses for the two types, and why secret groups may not be particularly useful. [12:42] - In response to Gavin’s mention of using Slack, Stephan reveals that he doesn’t use it much because he finds it to be a distraction. He and Gavin then talk about uninstalling social media apps. [15:18] - Stephan brings up the concept of willpower being a finite resource, and discusses how this relates to social media apps as well as the snacks that he keeps in the house. [18:13] - Gavin draws the conversation back to the addiction of social media, then debates with Stephan about the value of putting tempting things into people’s lives. [22:18] - Stephan takes a moment to encourage knowledge workers to cleanse their environments of the distractions that are designed to suck us in. [24:16] - A lot of people immediately assume that Gavin is always distracted because he works in social media, he explains. He then goes into depth in discussing social media across various generations and age groups. [30:40] - Gavin talks about how kids are using technology and tells a story about his one-year-old nephew, who was already addicted to iPhones. [32:22] - What does Gavin think about Snapchat, virtual reality, Snap Spectacles, and so on? [37:44] - A study showed that the brains of Millennials are wired completely differently, Gavin says, and explains how distractions are different across generations. [41:24] - Gavin relates what he has been saying about distractions to advertisements, specifically outdoor advertisements. [42:27] - Stephan talks about one of his favorite demonstrations of the power of augmented reality. [43:26] - Stephan shifts to discussing LinkedIn, which he admits can be boring if you’re using it in the traditional way. Gavin then explains what his problem with the site used to be, and why that has changed for him. [47:29] - Another secret about LinkedIn is that you can publish posts, which give you incredible visibility. [48:44] - What does Gavin think about LinkedIn groups now? [50:22] - Stephan talks about his experiences on Facebook, specifically that he’s impressed with closed groups that require an application to get in. [51:40] - We move into a lightning round of quick questions and answers. What are some best practice tips for videos? [53:13] - Should we care about WeChat, and be on it? [54:05] - What’s Gavin’s favorite relatively unknown Chrome extension? [55:59] - What does Gavin think is the biggest opportunity people miss when it comes to YouTube playlists? [57:16] - In terms of reach, does it matter whether you post from your phone, computer, Hootsuite, or others? [60:09] - How can people get in contact with Gavin to learn more or work with him? Links and Resources: Gavin McGarry on LinkedIn@gavinmcgarry on TwitterJumpwire Mediainfo@jumpwiremedia.comKevin KellyDeep WorkCal Newport on the Optimized GeekThis American LifeAugmented realityVirtual realitySnapchatSnap SpectaclesAikidoHyper-RealityLinkedInPewDiePieWeChatThe Great SuspenderEmail HunterContactMonkeyAngela Lin on Marketing SpeakHootsuite  

Ben Landis and Michael Tetro (who just goes by Tetro) are the founders of Fanbase, a social media technology platform that helps brands and celebrities to massively expand their reach. I’ve used the tool myself and have seen a dramatic increase in my followers, as I’ll explain on the show! Fanbase came about after Ben grew his personal Twitter from 150 followers all the way up to 1.5 million over the course of two years. Together, they’ve helped more than 600 clients gain more than 40 million real followers, and they’re here today to share their advice and strategies with you. Find Out More About Ben and Tetro Here: business@fanbase.netFanbase.netBen Landis on WikipediaBen Landis@benlandis on Twitter@tetro on TwitterMichael Tetro on LinkedInMichael Tetro on Facebook In This Episode: [02:16] - What are some of the big mistakes that people make with Twitter? Stephan clarifies the answer, which is not to just do straight text tweets all the time (but rather to upload images and content). [03:42] - Another major mistake is using too many links to things off of Twitter, Tetro explains. [04:58] - Ben offers his thoughts on the same question of the big mistakes people make (and, by extension, some best practices for Twitter). [06:06] - Tetro talks about timing for tweets, suggesting that it’s important to be conscious of when you’re most likely to reach your audience. [07:51] - We hear about using platforms such as Hootsuite and Meet Edgar to schedule posts. [09:17] - Is there a penalty for always posting using a service such as Buffer as opposed to posting directly through Twitter? [09:50] - Ben talks about what it is about intuitive.social that he really likes and gives a glimpse into its pricing. [10:09] - Stephan brings up Twitter tools, mentioning Twitter Audit in particular. Tetro then talks about a few of his favorite tools, which includes Twitter’s own analytics. [12:02] - Stephan clarifies how DMing works for people who aren’t yet familiar with how Twitter works. [12:57] - Are there any techniques that will help you get noticed by a big influencer on Twitter? One way to get noticed is to get a verified account. Another trick is to do something to help promote that person, particularly if you have a big audience of your own. [15:20] - Tetro talks about some of the other benefits of getting verified on Twitter. [16:32] - Ben joins in to talk more about the pros of having a verified Twitter account. [17:56] - How does one get Twitter verified? What would make somebody’s case more compelling to the team making the verification decisions at Twitter? [19:15] - Stephan brings us back to talking about other tools for Twitter, and Tetro talks about a tool that he had mentioned to Stephan previously. [22:01] - Tetro and Ben use Followerwonk, and we hear why in terms of what sorts of cool things the tool can do. [25:30] - What are some of the best practices, or tips and tricks, for optimizing your Twitter profile and bio? [28:15] - We go back to Twitter Analytics, with Ben talking about some of the things he likes from the tool. Tetro then chimes in to talk about some of the data visualization tools they use, such as Tableau. [30:18] - What actions might Ben and Tetro take based on what they found in the type of analysis that they have just been talking about? [32:21] - We learn a fun way of offering value to your audience, which is thinking about the “ah”s of social media. There’s “ah-ha” for insightful, interesting, or thought-provoking things, “ahhaha” for funny things, and “ahhhh” for heartwarming things. [33:27] - Ben explains that in the case of an account with real followers but minimal engagement, the first step is to determine the goals of the account-holder. Another tip is to post more images. [34:52] - Tetro offers his advice on the subject, then talks about the use of hashtags. [37:46] - Is it a good idea to research a hashtag and see how it’s currently being used before using it yourself in your own tweets? [38:48] - Tetro shares his opinion on whether lots of likes or lots of retweets are more indicative of a successful Twitter account. Ben then gives his thoughts on the same question. [39:51] - Stephan brings up Ben and Tetro’s platform Fanbase, revealing how well it has worked for him in increasing his Twitter follower count and engagement. [41:21] - Tetro points out that Stephan’s Twitter account is now a good example of how a Twitter account should be, and why. [42:24] - Ben jumps in to explain the technology side of Fanbase. [44:18] - We hear about the benefits of having a large audience (even if you never become Lady Gaga), with Stephan explaining how you might leverage your audience size to your benefit. Tetro and Ben then talk about other personal and professional opportunities that can come up from having a large enough audience, especially if it’s targeted and engaged. [48:28] - Building up a large targeted audience is an investment in your own luck, because it can lead to wonderful things happening for you. [49:20] - Are there any big-name clients and brands that Ben and Tetro can namedrop in the episode? Yes, including Digital Trends, SurveyMonkey, Startup Grind, Bulletproof, University of Southern California, WordStream, What’s Trending. [50:27] - Where can listeners go to learn more about Fanbase (which also works on Instagram)? Links and Resources: business@fanbase.netFanbase.netBen Landis on WikipediaBen Landis@benlandis on Twitter@tetro on TwitterMichael Tetro on LinkedInMichael Tetro on FacebookHootsuiteMeet EdgarBufferTwitter AuditTwitter AnalyticsAudienseTwitter verified accountsTwitter verification portalTwitter notification settings and quality filterFollowerwonkTableau@sspencer on TwitterDigital TrendsSurveyMonkeyStartup GrindBulletproofUniversity of Southern CaliforniaWordStreamWhat’s Trending  

Bart Baggett is a marketing expert, bestselling author, speaker, and leader of a marketing mastermind. He is also an expert in NLP and handwriting analysis. He understands marketing and the human behaviour behind the marketing concepts. Today, we discuss the creation of lead machines where trust is built through sharing information that answer real problems, and how understanding your business model and what you are selling is the basis for creating a marketing plan. We talk about membership sites, online courses, and how much time you need to invest when selling high-end and lower-end products. Find Out More About Bart Here: Bart Baggett WebsiteInternational School of Forensic Document ExaminationHandwriting UniversityBart Baggett on LinkedInBart Baggett on FacebookBart Baggett on Twitter @BartBaggettBooks by Bart Baggett In This Episode: [02:18] - How Bart was one of the "older" marketing guys back in 2000. [02:42] - Getting in touch with the "inner circle". If it is in books it's probably is not the latest coolest stuff. [03:58] - There's a new breed of Internet Marketers doing funnel marketing. [05:09] - Using Facebook ads to drive people to chat conversations using MiniChat. Then you can email people directly. From random distraction to speaking with a real human being. [08:07] - How using chat through Facebook is a great advantage because it gets opened if people initiate the conversation. [09:09] - How people are moving back to face-to-face marketing and getting people on the phone. [13:43] - The phone model is not a new model, but people are just so addicted to email. [15:59] - Get a person on the phone and they will, trust, and hire you. [17:18] - Understanding the business model that you are in. Have a clear core offer to understand how to increase sales. [20:45] - Using the call me model without being the one who is answering the phone. [21:50] - Lead machine for a product model. If someone consumes 4 or 5 hours of me teaching marketing, they are going to want more. If you don't have a product to sell, you won't make any money. [24:16] - If you are going to charge $20,000 for consulting, people need to know you by consuming 5 hours of your content. Be the authority in their minds. If they consume your content, they will hire you. [27:07] - If people buy something from you, they will open your emails. Ascending into small purchases makes people more likely to move up. [31:06] - The Magic Question is an NLP book about how to pick the most empowering questions. Hypnotize yourself with the questions you ask and ask empowering questions. [34:10] - Come up with a problem to solve and put it in a small book and by solving the problem they will come back for more. Learn to ask better questions. [37:39] - If I position myself with status, authority, knowledge, and give value people will be excited about speaking to me and my team. [44:15] - Demonstrations of value and pre-framing potential customers before talking with them. [49:36] - If people aren't investing money, you are not offering something that they feel is an incredible value. People need to know how to frame their offer to solve a big problem. [52:52] - An authority funnel is a list building funnel that is designed for events. [54:25] - A course is an online course that teaches one thing. A membership site dispenses information on a monthly basis. [59:46] - Use a mailing list to get people to download or buy your book in a small timeframe. Offer incentive like a contest to give people a push to help you. Links and Resources: Bart Baggett WebsiteInternational School of Forensic Document ExaminationHandwriting UniversityBart Baggett on LinkedInBart Baggett on FacebookBart Baggett on Twitter @BartBaggettBooks by Bart BaggettTraffic and Conversion SummitRyan DeissPerry BelcherThe Optimized Geek Episode 30 with Bart BaggettFrank KernAndy JenkinsRussell BrunsonMiniChat The Magic Question: How to Get What You Want in Half the TimeMarketing Speak Episode 61 with Dan KennedyMarketing Speak Episode 87 with Nick CownieBart Baggett Perpetual Lead Machine Gift

My guest today is Christoph Cemper, a guru at link analysis who has been a noteworthy figure in the online marketing space since the early 2000s. He created the remarkable LinkResearchTools, an amazing toolset that can help you triage your bad links. One of the tricky (and frustrating) things about SEO is that once you’re penalized by Google, it can be hard to recover. This is particularly true for manual penalties, as opposed to algorithmic penalties. Today, we’ll chat about analyzing your link profile, the important differences between 302 and 301 redirects, and much more. Find Out More About Christoph Here: LinkResearchTools@cemper on TwitterChristophcemper.comChristoph Cemper on LinkedInChristoph Cemper on Facebook In This Episode: [02:05] - Christoph and Stephan discuss how long they’ve known each other. [02:40] - We learn more about what, exactly, Christoph did in his earlier days of working with links. Christoph also talks about changes to the industry. [06:26] - What are presell pages, and how did Christoph make a significant amount of money with them? [08:08] - Christoph defines the term “co-citation,” which he used a moment previously, in the context of SEO. [10:12] - Christoph shares his views on PBNs, or private blog networks, then offers advice on how to use them properly. [13:21] - Google connects the dots and takes all your stuff down if you haven’t set up your PBN properly, Stephan explains. Christoph agrees, and elaborates on what Stephan has been saying. [16:07] - One mistake, such as one of your employees accidentally logging into the wrong account on the wrong computer, could cost you everything. Christoph explains what he means. [18:15] - Stephan emphasizes how high-risk PBNs are. He and Christoph then talk about algorithmic penalties and manual penalties, and talk about trying to recover from being penalized. [21:53] - Google has a history of penalizing retroactively, Christoph explains. Stephan then discusses this in relation to the example of Wikipedia. [24:37] - Christoph brings up an example of a pharmaceutical company editing the FDA page on Wikipedia. [25:01] - Stephan returns to the topic of Penguin, which he and Christoph then explain and discuss in some depth. [30:42] - The idea that Google devalues (rather than demotes) is FUD (fear, uncertainty, and doubt), as Stephan points out. Christoph then points out that he isn’t saying that Google lies, but rather that their PR team does an amazing job. [33:38] - Christoph responds to what Stephan has been saying about not taking too many tweets from Google too literally. [35:47] - We learn some of what Christoph has learned in his recent experiments on redirect rankings. [37:38] - Adwords is the true business that Google is in, Christoph explains. [38:27] - Stephan brings us back to the topic of 302 vs. 301 redirects. Christoph then shares his thoughts on the differences and which type you should always use. [41:43] - Christoph poses a question to Stephan: when he says a 302 is labeled a temporary redirect, what does Stephan think “temporary” is? [43:38] - Christoph questions whether even Google has the data to analyze the topics he has just been discussing. He then explains what he means by “red canonicals,” and talks about why he has that data. [45:40] - Stephan brings us back to the 302 redirect topic, pulling out a huge takeaway for listeners. [46:28] - People still follow the old patterns and rules without questioning them, Christoph points out. He then discusses the hate he’s gotten for deciding to do things differently. [51:10] - Listeners can go to www.linkresearchtools.com to sign up for Christoph’s toolset. Links and Resources: LinkResearchTools@cemper on TwitterChristophcemper.comChristoph Cemper on LinkedInChristoph Cemper on FacebookCo-citationPBNsAdSensePenguin updateVWOMike Mandel on The Optimized GeekAlgorithmic penaltiesManual penaltiesMatt CuttsGary IllyesSMX EastThe Art of SEO by Stephan Spencer

My guest, Ephraim Olschewski, is someone who has had a profound impact on my life -- and I hope he will on yours as well. Ephraim is a high-performance coach for executives and business owners, with his rates starting at $100k a year for individuals and $1 million a year for organizations. Despite these high-value deals, he doesn’t use contracts at all. In this conversation, he explains the compelling reason why, and offers insight into how to show up powerfully in your business and the world. I hope that all of my Marketing Speak episodes offer valuable informative learning, but I truly believe that this one can offer transformative learning as well. Find Out More About Ephraim Here: Ephraim S Olschewski on Facebook@EOlschewski on TwitterEphraim Olschewski on LinkedInephraim@ephraimolschewski.com In This Episode: [02:04] - Ephraim starts things off by addressing the powerful question of how he closes 6- and 7-figure deals. Stephan mentions that the answer has to do with relatedness and the “wall of context.” [04:42] - Stephan brings up an analogy that Ephraim has used before, which is that we’re all living in our own movie theater. Ephraim then takes us a step back. [06:49] - Ephraim talks a bit more about being in someone else’s “movie theater.” This is what’s going on when you feel like someone really gets you, he explains. [08:19] - What if you get someone, but they don’t feel gotten? [10:10] - Despite his extremely high-value deals, Ephraim surprisingly doesn’t use contracts. He explains the incredibly powerful reason why. [12:41] - Ephraim takes a moment to differentiate between an agreement and a contract, as he uses the terms. Despite not using contracts, he does use agreements, he explains. [14:13] - We hear more about how important one’s word is, with Ephraim explaining that “language is the foundation of creation.” He and Stephan talk about the difference between honor and keeping your word. [19:21] - Stephan lists some tactics people use, and then explains that these tactics are just sleight-of-hand tricks compared to the strategy of being authentic. Ephraim then points out that he has never had any actual sales training. [21:36] - Ephraim goes into more depth on why he hasn’t had training on sales. [23:14] - We learn why Ephraim likes Grant Cardone, whose book The Closer’s Survival Guide he gave to Stephan. [26:13] - Ephraim is not a fan of tactics and strategies, he points out, and then talks about working with a client who is in the real estate world. [30:10] - Stephan digs deeper into how, as Ephraim put it, “being a decent human being doesn’t have to be a strategy.” He talks about ways to show you care, offering an example in which he gave someone gourmet hot dogs. [33:02] - Ephraim addresses the topic of whether you can sell something that you don’t actually believe in. [34:58] - Why does one need to have certainty to be effective at selling? [37:13] - Ephraim offers advice for how to get into a state of certainty (which is not the same thing as falsely confident bravado). [39:28] - We return for a moment to the importance of doing what you said you would do and showing up exactly when you said you would. [41:49] - Ephraim takes a moment to talk about how he’s raised his children to assess whether they’re creating or complaining. [44:42] - Stephan explains some of the terminology that he and Ephraim have been using, such as “being a stand.” Ephraim then talks about the ability of each of us to make a difference for the people around us. [47:49] - Ephraim talks about being cause in the matter when someone else is in a bad mood or a negative space. [50:15] - In a situation like this, would Ephraim ask a question to bring the conversation or interactive to a more positive outcome? [52:30] - Ephraim talks about how he would react if someone was being abusive to a colleague or coworker. [55:11] - Ephram offers suggestions for turning workability and relatedness into referrals. [56:44] - After you’ve successfully arrived at a state of workability, how do you get to high performance? After Ephraim answers, he and Stephan talk about deleting social media from their phones. [60:11] - Stephan talks about having reached the point of being okay with keeping the Facebook app on his phone (which he needs for Facebook Live), now that he has broken his addiction to checking it constantly. [63:21] - Ephraim talks about how listeners can get in touch if they want to work with him after hearing this conversation. [64:59] - Ephraim takes a moment to describe the event he has coming up in September 2017, which costs $2,799 to attend. Links and Resources: Ephraim S Olschewski on Facebook@EOlschewski on TwitterEphraim Olschewski on LinkedInephraim@ephraimolschewski.comEphraim Olschewski on the Optimized Geek (#27)Werner ErhardMichael JensenIntegrity - A New Model by Werner Erhard and Michael JensonThe Four Agreements by Don Miguel RuizThe Art of War by Sun TzuPre-Suasion by Robert CialdiniThe Closer’s Survival Guide by Grant CardoneLove Does by Bob GoffStealing Fire by Steven KotlerThe Rise of Superman by Steven KotlerLandmark EducationSocial Media Is the New Nicotine with Bill MaherMessenger.com