The Digital Marketing Podcast by Exposure Ninja

The importance of copy on your website simply cannot be underestimated. Like all other aspects of making your business website easily visible and high-converting, spot-on web copy has benefits for both search engines and the web user. Whilst targeted keywords and high word counts lay the groundworks for Google to treat your website pages kindly, it’s how you then present that text that can be the determining factor between a confused, put-off viewer, and an engaged, satisfied customer. In this episode of the Exposure Ninja Digital Marketing Podcast, we chat to our very own Head of Editorial, Chris Groves. Chris is responsible for editing and proofreading each and every piece of content our Ninjas write for clients – from blog posts and outreach articles, to web copy and metadata. With an array of customers to keep in mind, Chris not only checks for grammatical and SEO accuracy, but also ensures the copy is targeted towards a specific audience and has every chance of keeping people on the page. Head Ninja Tim and Chris go through the approaches you can take to entertain and engage viewers with text, how poor copy can be a nightmare for bounce rate and conversions, and the importance of correct grammar – but also how grammar must be balanced with an audience’s expectations to succeed. For show notes and to get a free review of your website and digital marketing, complete with a tailored plan to increase your leads and sales online, head to https://exposureninja.com/episode65

Heard about the Skyscraper technique in online marketing but never tried it out? Had a go at using it but didn’t get results? Then this episode of the Exposure Ninja Digital Marketing Podcast is for you! Listen to our chat with Paul Kortman of nomadtogether.com on how this relatively new approach to link building can be pulled off effectively to benefit your website’s visibility. In essence, the Skyscraper technique begins with identifying a blog post or web page that’s both relevant to your audience and has been linked to by many authoritative websites. The idea is to then see a weakness in the post and write your own, on your business’ website and/or blog. Then, contact the websites that linked to the original post and aim to convince them to link to yours – or, even better, get them to switch their link from the old post to yours! With links, it’s about quantity as well as quality. To get a high amount of authoritative website linking to content on your website, you need to give them a reason to do so. The Skyscraper technique focuses on this, centring in on a piece of content that websites have already seen fit to link to, and then offering something even better affiliate themselves with. Paul and Head Ninja Tim take us step-by-step through the entire process of how to successfully pull this strategy off. They look at the traditional marketing techniques it riffs off and how to refine your approach to make it a consistent link builder for your website. For show notes and to get a free review of your website and digital marketing, complete with a tailored plan to increase your leads and sales online, head to https://exposureninja.com/episode64

Presentation is something that is more prevalent in online marketing than you might assume. Whether you’re presenting a product, an aspect of your company, or the business as a whole, getting your point across successfully and in the right way is a key factor in successful customer engagement. Voice coaches know exactly what it takes to inspire people through the spoken word, so in this podcast episode, we chat to one of the best. Andrew Bennett from Toastmasters, a vocal performer and President of Berkley Square Speakers, talks about the importance of conveying trust and clarity of message in your voice. Andrew explains how the likes of mumbling or a monotonous tone can damage your intentions, and encourages us to embrace impromptu speaking, rather than fear it. Speak in a way that oozes authority and demands respect (while remaining respectful yourself) in the likes of audio interviews and webinars, and your brand will appear authoritative as a result. What’s more, if you’re engaging with your public speaking, that success will bleed over to your writing, opening up new avenues to market your business in a more appealing way. From product descriptions to blog posts, social media activity to written presentations, filling your writing full of those skills you learned to improve your public speaking can take the perception of your business to the next level. So, enjoy picking up some valuable skills for Andrew, as well as just enjoying his dulcet tones! For show notes and to get a free review of your website and digital marketing, complete with a tailored plan to increase your leads and sales online, head to https://exposureninja.com/episode63

Like so many other areas of SEO and content marketing, anchor text is all about relevance to your brand and value to your audience. When done right, anchor text plays a major role in the online visibility of your website, meaning you risk being behind plenty of competitors if you don’t utilise it. However, going in all guns blazing without knowing your stuff could prove ineffective or even costly for your business, as search engines view your scattergun approach as spammy and hit you with a penalty. We’re always telling you how awesome our Ninjas are here at Exposure Ninja, but don’t just take our word for it. To break down the rules and importance of anchor text, we couldn’t think of anyone more qualified to chat to than Andy Tuxford – one of our resident SEO experts. Andy tells us how the days of keyword stuffing and Google-bombing are over thanks to updates and smarter algorithms, creating a more difficult, but fairer platform for all SEO strategies to compete. He outlines the seven types of anchor text you can use, stressing the importance of using each naturally, and gives some easy-to-implement examples of what makes for correct and beneficial anchor text. With Google’s algorithms constantly improving, it actually makes SEO strategies like anchor text use simpler than you might think. Google is looking to reward content that is useful and relevant to web users, so you should be creating content on your website that does exactly that. Using anchor text within blog posts and web copy that takes users to appropriate pages and helps readers answer questions is of massive importance. In this episode, the Exposure Ninja team tells you how to do exactly that. For show notes and to get a free review of your website and digital marketing, complete with a tailored plan to increase your leads and sales online, head to https://exposureninja.com/episode62

Success stories. As an entrepreneur or small business owner looking to carve your own path to prominence, success stories are something you should be paying VERY close attention to. They’re not unattainable, irrelevant tales, and they’re certainly not just another business bragging about its big numbers and rise to fame and fortune. They’re paths to success that always, without fail, hold some kind of strategy, tip, or piece of information that you can bring into your own approach to guiding your projects. On this episode of the Exposure Ninja Digital Marketing Podcast, we go under the hood of an awesome modern success story. Co-founder and Chief Brand Officer of voices.com, Stephanie Ciccarelli, was kind enough to chat with us about the rapid progress of her business. Voices.com is a platform for companies and voiceover artists from over 130 countries to find each other and work together on projects. Stephanie spoke to us just days after a global leader in investment banking, Morgan Stanley, chose to invest in her business. That’s just the latest giant step forward voices.com has taken in recent years, as the brand has quickly grown from just Stephanie and her husband doing their own voiceovers, to a globally recognised brand that over 500,000 voiceover artists and major businesses use to set up projects. So, what does Stephanie put that success down to? As well as that necessary, heavy dose of determination and business savvy, voices.com has benefitted massively from the use of content marketing strategies. From understanding which marketing channels to focus on, to the importance of regular and targeted blog posts, to the tips which saw the website rocket up the search engine results, Stephanie talks us through the strategies which guided her brand to the top. It’s a shining example of how content marketing can, when utilised correctly, give your business a nitrous boost of energy. So take the relevant tips from this success story and turbocharge your own journey to the top! For show notes and to get a free review of your website and digital marketing, complete with a tailored plan to increase your leads and sales online, head to https://exposureninja.com/episode61

  Every business has to start somewhere and establish its own corner of a market to succeed. But that doesn’t mean you can’t assess and take pointers from those who have been in the game for much longer. And who better to learn from than those businesses that absolutely dominate their market? Sure, they may have a budget or online footprint that allows them to do things you can’t right now, but their mentality and approach can always be recycled in a way that works for your brand. Understanding not just what stands out in a business, but why it stands out and how you are drawn in is the key to breaking down a major player’s marketing platform. In this podcast episode, we talk with designer, public speaker and entrepreneur extraordinaire Maurice Cherry about the specific efforts of four global companies in their quest for market supremacy. Specifically, we chat about their use of scarcity and unique branding to set themselves apart from the rest and make people desperate to become their customer. Correct use of scarcity in marketing can streamline sales and boost overall brand perception. By promoting in-demand stock, mind-boggling flash sales and time incentives, your products can seem like the hottest thing going, with people spreading the word and flocking back, desperate not to miss your next big offer. Unique branding, meanwhile, is taking the voice and tone of your entire brand in an extreme direction to make it memorable – hopefully for the right reasons! Whether it’s zany and off-the-wall, or minimalist and impactful, Tim and Maurice see how the big players succeeded through outside-the-box branding. For show notes and to get a free review of your website and digital marketing, complete with a tailored plan to increase your leads and sales online, head to https://exposureninja.com/episode60

The world of conversions and website optimisation may seem like a purely technical field, with little scope to let your imagination flow. That’s what many digital marketing companies may suggest, too, with a heavy focus on statistics and data-driven decisions. But as you’ll know by now, the Exposure Ninja team are not your average digital marketers and SEO gurus. As well as tried and tested ideas and strategies, we like to throw a little outside-the-box thinking into the melting pot. The art of storytelling may be considered a bit of a “fluffy” subject, but if you embrace it and know how do it right, a well-told story can be the launching pad for website views and conversions. It can even work for just a single page, like those all-important landing pages. In this podcast episode, we chat to Chelsea Scholz of Unbounce about getting those creative juices flowing to enhance your technical knowledge of digital marketing. Chelsea takes us through the process of designing and using a story successfully across your website and marketing. Every successful brand has an identity, often shaped by their creative decisions; from the colours in their logo, to the style of their video ads, to their choice of language for their website. Whilst data and quantitative info helps maintain their position, it’s these emotive qualities that really draw people in and creates a loyal, high-converting audience. Listen to our chat with the awesome Chelsea Scholz to find out how your landing pages, website and entire digital marketing strategy can use storytelling to take your brand to the next level. For show notes and to get a FREE review of your website and digital marketing, complete with a tailored plan to increase your leads and sales online, head to https://exposureninja.com/episode59

Understatement alert!!! Accountants aren’t known for their creative marketing. But in this episode, we talk with Diane Gardner who has relabelled herself a ‘tax coach’ in order to position her business completely separately to the crowd.  She shares the process that she went through to find her unique angle, and how it’s enabled her to use content and authority marketing to build a brand around her services that ‘regular’ accountants wouldn’t be able to build. So whether you’re a service business like Diane’s or not, this episode will get those creative juices flowing so that you can start to think about how your audience sees you, and what key benefits you could draw out and reposition to make your marketing message resonate much louder with your perfect customers. For show notes and to get a free review of your website and digital marketing, complete with a tailored plan to increase your leads and sales online, head to https://exposureninja.com/episode58

Podcasting is one of the fastest growing media channels, and you might have wondered how to tap into this relatively new advertising platform to get in front of your target audience, either as a podcast guest, host or show advertiser. In this episode, Rob Greenlee from podcast platform Spreaker shares his insights on where podcast advertising is at now, and where it’s headed. Rob has been in podcasting since before it was a ‘thing’ and has seen it mushroom in popularity over the last few years. The ways that businesses use it to advertise has also changed, so hear Rob give his recommendations on the advertising methods that are proving most effective, how to find the best shows to advertise with, and what sort of results you should expect. For show notes and to get a free review of your website and digital marketing, complete with a tailored plan to increase your leads and sales online, head to https://exposureninja.com/episode57

So many startups treat the pursuit of funding as their primary goal, rather than creating a profitable marketing funnel that allows them to scale. Jessica Mah, CEO of inDinero, has done both and learned the hard way that, when it comes to growth, nothing beats a profitable business with a scalable marketing funnel.  In this episode, she takes us through inDinero’s story from inception to success via some very rocky times. She shares her ‘boom to bust’ experience, the decision to pivot inDinero’s offering, and takes us behind the scenes of their current marketing funnel (Clue: their website’s CTA will surprise you). If you’re a SaaS business, service company, a startup, you’re seeking funding, or you just want to generate more leads, you’ll find Jessica’s story inspiring and cautionary in equal measure. Enjoy! For show notes and to get a free review of your website and digital marketing, complete with a tailored plan to increase your leads and sales online, head to https://exposureninja.com/episode56