Your Digital Marketing Coach with Neal Schaffer

Not every company is on board the TikTok train yet, but after listening to this episode, you will see TikTok in an entirely new way.Meet Dr. Brian Boxer Wachler, a doctor who specializes in a rare disease of the eye called keratoconus who started posting on TikTok during covid and now has become a bonafide TikTok influencer with more than 3 million followers!Why did he start posting on TikTok?And what did he start posting on TikTok? And what is his advice for you?You'll have to listen in for the details!Key Highlights[02:08] Introduction of Podcast Guest, Dr. Brian Boxer Wachler[06:58] From Being Surgeon's Surgeons to Social Media Influencer[11:43] The Process of Offering Advice and Inspirations[14:18] What Made Dr. Brian Write Book About Social Media[16:35] Dr. Brian's Recommendation on Posting for Maximum Impact[20:51] Thought Process on Publishing Content[25:01] Pitfalls to Avoid in Social Media[29:14] Final Thoughts[29:48] Connect With Dr. BrianNotable QuotesThat was really what became my mission to help people. But what I guess led to my videos doing so well is that there's a huge need for accurate information. And that's why my account and everything kind of took off from there.I had so much information between what I've learned and what I shared, and the other 15 influencers that I interviewed, that were really gracious to open up and share what they've learned, the good and the bad, and the school of hard knocks to get to where they were. And that chapter is really a key one for people who do want to embrace social media and understand how to grow their platform, and especially how to grow it in a responsible way.I think you have to look at each platform individually, because they have their own algorithms. Being able to balance it and not, you know, get too hooked in and lose track of the important things in life, which are relationships with other people, friends and family, you know, your jobs, you know, being able to achieve what you want to achieve and not start spending so much time on the platforms. So for parents, it becomes even more critical to be involved in how to be involved to help your kids stay safe, and not go off that deep end, which they're the most likely and most vulnerable to a whole chapter called Living with social media that's actually giving, you know, adults and parents and also teenagers, you know, that read the book, the benefits, but without the downsides.Social media is like fire, it could be used for illumination, or you could badly burn yourself.Guest Links:Follow Dr.  Wachler on TikTok: https://www.tiktok.com/@brianboxerwachlermdBuy Influenced: The Impact of Social Media on Our Perception on AmLearn More: Buy Digital Threads: https://nealschaffer.com/digitalthreadsamazon Buy Maximizing LinkedIn for Business Growth: https://nealschaffer.com/maximizinglinkedinamazon Join My Digital First Mastermind: https://nealschaffer.com/membership/ Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo Download My Free Ebooks Here: https://nealschaffer.com/books/ Subscribe to my YouTube Channel: https://youtube.com/nealschaffer All My Podcast Show Notes: https://podcast.nealschaffer.com

TikTok. Instagram Reels. YouTube Shorts. You've heard the buzz around them, and you know that is where social media users are spending the most time consuming content today.Short form video has transformed from its earliest days of just being about trending dances on TikTok to being a place where people go looking for information. If you have children or know any GenZ youth, ask them what they have learned from being on TikTok. You might be surprised as to the center of information discovery that short form video platform has become.So as we embark on 2023 the question is not whether you should or shouldn't do short form video, but more as to when and how to get started.I just got started myself, and I hope this episode inspires you to do the same!Key Highlights[04:31] Where The Trend of Short Form Began[06:13] TikTok As A Search Engine[07:46] Data Points[09:44] Why You Should Have A TikTok Centric Perspective[10:20] Find Role Models[12:08] What I Have Learned So Far[19:44] Phases of TikTok[20:47] My RecommendationsNotable QuotesNow everybody's on Instagram, and we are starting to see the shift on Tik Tok, there is more I would say, millennial based content or content for a little bit older of a crowd than Gen Z. And this really excites me because this content is more on the educational side. And in fact, if you've been reading the news,you would know that tick tock is fast becoming a search engine. And when social media becomes a search engine, it becomes important for businesses and marketers to begin to reconsider the value of those platforms.One of the concepts I teach is find a role model, find someone that you can emulate, you can be inspired by find someone that looks like is serving a similar audience to you, and is getting engagement is getting followers. And that will prove that your audience is there. TikTok is where the trends are happening. TikTok is becoming more educational in nature. It's becoming more like a search engine. And now I think you see the opportunities are opening up. Find role models do searches, you don't have to do hashtag searches, do searches for relevant topics, I think you're going to find what we would call talking head videos. Editing is one really, really important part. The other important part is to understand that every short form video must have one idea. If this is entertaining. It's another story. If you're going for the educational, you still need to be entertaining. Episodes MentionedEpisode 267Episode 282Learn More: Buy Digital Threads: https://nealschaffer.com/digitalthreadsamazon Buy Maximizing LinkedIn for Business Growth: https://nealschaffer.com/maximizinglinkedinamazon Join My Digital First Mastermind: https://nealschaffer.com/membership/ Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo Download My Free Ebooks Here: https://nealschaffer.com/books/ Subscribe to my YouTube Channel: https://youtube.com/nealschaffer All My Podcast Show Notes: https://podcast.nealschaffer.com

One of the core tools that most marketers use to measure their ROI, Google Analytics, is undergoing its first major revision in more than a decade.From beginners to experts, learn what these changes mean to you and how you can best prepare for them in this interview with Google Analytics expert Chris Cheetham-West.Key Highlights[06:28] Introduction of Podcast Guest, Chris Cheetham-West[08:28] Chris's Marketing Journey[11:02] How to Utilize Google Analytics 4[15:58] Universal Analytics vs Google Analytics 4 [18:47] New Definition of Engaged Rate and Engaged Viewer[22:09] Google Analytics 4 Integration for E-commerce[25:04] Chris's Advice on How to Save Time Inside Google Analytics 4[27:57] Making Better Decisions with Data[30:39] Final Advice on Google Analytics 4[32:10] Connect with ChrisNotable QuotesGoogle probably realized that, hey, people are using goals are not using it effectively enough. But everybody that has a website most likely have a goal. So now that's going to be more of a central part of Google to explore versus just like a small piece, it was in Universal Analytics.And it's one of those things where, after a few months, we're gonna realize that this is a better tool to use. And I'm getting to know my customer a little bit more.The message I want to say is like, there's always a faster way to get to the data that you're trying to find.Be intentional about looking at what's going on and making those changes. So make those decisions on a monthly basis, maybe even a weekly basis to optimize. So don't forget to optimize, not just look at the data, but optimize and see how you can get better.So those are all things that you want to consistently do weekly or monthly basis to make sure you're really getting the most out of the data? Because it gives you so much information. All you got to do is look at it and then take action.Right now is the time to play around with GA 4 so right now is like, look into events, if you're not able to use the advanced, you've ever used goals before looking to it, but the old analytics get used to these things that are going to change.In that case, just make sure you are playing around with it, spend an hour a week on it hour a day even just to get ready, and just to understand it, so that way, you can be ready for the change.Guest Links:Chris' Website: https://chrisnwest.com/Connect with Chris on LinkedIn: https://www.linkedin.com/in/speakerchrisnwest/ Learn More: Buy Digital Threads: https://nealschaffer.com/digitalthreadsamazon Buy Maximizing LinkedIn for Business Growth: https://nealschaffer.com/maximizinglinkedinamazon Join My Digital First Mastermind: https://nealschaffer.com/membership/ Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo Download My Free Ebooks Here: https://nealschaffer.com/books/ Subscribe to my YouTube Channel: https://youtube.com/nealschaffer All My Podcast Show Notes: https://podcast.nealschaffer.com

One of the most impactful marketing concepts that I know and teach is this one: Your community is always a subset.While originally geared towards explaining influencer marketing, it actually should be used to better understand our entire approach to digital marketing and help equip us with a growth mindset.Key Highlights[02:57] Community As A Subset of Your Potential[03:27] Examples of Having Community As Subset of Your Potential[06:59] Go Outside Your Current Community[08:37] Learning Items from Launching My Second Digital Product[09:54] Building A Bigger, Organic Community[10:27] The ROI of Organic[12:35] Get Your People On Your Email List![13:16] Keep Everything in BalanceNotable QuotesYour community is always a subset is something that I talked about in the age of influence. It's a concept that I think really illustrates the value of influencer marketing.They have a huge community. But it's always a subset of its potential. And when you work with influencers, you come in with a voice of trust that introduces you to this audience that trusts and respects the person talking about the brand, which is the influencer.In order to grow your business, yes, you can tap into your current customers and try to upsell them. But for many companies, you can only get so far, and growth goals usually mean that they exceed those. So what this means is you got to go outside of your current community. And it's more than just influencer marketing.No matter how big my community is, my community is always as a subset as well as to who else is out there.You begin to see this not only funnel approach of bringing people into your community, but also the fact that you need multiple touches in order to at the end of the day, build like no interest and close the deal.No matter how much we're creating Instagram reels or Tik Tok videos or blog posts, or whatever social media we do. We should not be happy with the community we build knowing that it's always a subset even for bigger brands, building that organic community is part of what we do. But we also equally have to go outside of that to always be building a bigger community.We need to keep it all it's the Yin Yang, right, we need to keep it all in balance. And we can't be complacent with one of the three because we need to do all the three. But we always need to be building those multiple touches, knowing that at the end of the day, that is going to be what's going to convert.Links MentionedEpisode 295Learn More: Buy Digital Threads: https://nealschaffer.com/digitalthreadsamazon Buy Maximizing LinkedIn for Business Growth: https://nealschaffer.com/maximizinglinkedinamazon Join My Digital First Mastermind: https://nealschaffer.com/membership/ Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo Download My Free Ebooks Here: https://nealschaffer.com/books/ Subscribe to my YouTube Channel: https://youtube.com/nealschaffer All My Podcast Show Notes: https://podcast.nealschaffer.com

While we have covered a lot about influencer marketing on this podcast, there is one facet that we haven't looked at: The cost-effectiveness of influencer marketing.As we head towards a potential recession in 2023 and marketing budgets are tight, this becomes even more important. That's why on this episode we will focus on why influencer marketing is such a great marketing investment when budgets are tight.Topics we will cover include:Why Influencer Marketing is the most flexible form of marketing investment through payment, product gifting, mentions, and moreThe value of more authentic and relatable content to spend on vs. advertising push done directly by youThe fact that during a recession, people turn toward trusted voicesInfluencers as affiliates = Measurable ROI + Massive ReachKey Highlights[02:30] Introduction of Podcast Guest, Nisarg Shah[04:30] How Nisarg Got Into Influencer Marketing[06:22] The Gaps Nisarg Found In Influencer Marketing in 2017[09:08] Influencer Marketing's Flexibility[13:25] How Influencer Marketing Can Help Brands Into Recession[19:22] Affiliate Marketing in Affable.ai Tool[22:35] The Hybrid Structure of Influencers and Affiliates[26:35] Reasons Why Third-Party Platforms Still Add Value[29:33] Best Practices in Influencer Marketing Industry[31:46] Connect with Nisarg[32:21] Affable.ai Price PointNotable QuotesThe value you get from a creator is much more. And in this in these uncertain times. Brands are definitely kind of going back to the creators they trust and the creators they have a long-standing relationship with.People typically tend to trust other people. And that's just our nature, that's word of mouth. I trust you because you talk about something. Entity pushing me a product. So just marketing works, because we trust people who are creating this content. And in these times, influencer, marketing works even better, because now, users are careful about who they trust, and they turn towards trusted advisors.I think who we trust online has really evolved. at the end of the day, this raw and real content and the people behind it, those seem to be the ones that we trust more right? Than those shiny looking, whether they're an ad or they're like a shiny looking mega celebrity influencer.  Influencers are amazing affiliates because they give you both gives you an ability to reach massive, massive scale, even if people don't die, but at the same time, they give you an ability to convert.If you are a brand, and you're listening to this and planning to work with influencers, certain guidelines, but let them come up with the content, because they know what resonates with their followers, the best, and different influencers would have a different tone and message that they know works bLearn More: Buy Digital Threads: https://nealschaffer.com/digitalthreadsamazon Buy Maximizing LinkedIn for Business Growth: https://nealschaffer.com/maximizinglinkedinamazon Join My Digital First Mastermind: https://nealschaffer.com/membership/ Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo Download My Free Ebooks Here: https://nealschaffer.com/books/ Subscribe to my YouTube Channel: https://youtube.com/nealschaffer All My Podcast Show Notes: https://podcast.nealschaffer.com

Unplugging for a week being sick gave me a chance to reimagine my own social media marketing for the new year. The truth is, when it comes to social media, many businesses continue to do the same old same old even as content consumption tastes change. Social media content creation also requires the resources of time and money, so here is how I recommend you get the biggest bang for your social media marketing buck in the new year.Key Highlights[03:41] Changes That I Am Going to Take in Social Media[04:15] The Concept of Content Curation[06:29] The Analysis That I Did[09:33] What Kind of Pins Work Best?[13:58] Reducing the Volume of Content, But Increasing the Quality[17:04] You Don't Need to Go Overboard[17:33] Reasons Why You Need to Use YouTube Shorts More[18:38] The Quality of An Instagram Reel[19:09] My Strategy on TikTok That I RecommendNotable QuotesLess is more. Aim for impact with every piece of content. If your content is not impactful, don't worry about it. You don't have to share it even.Social media is not just about traffic, it's still where we need to be to be found to be seen to build community.Pinterest, scaled down the static pin creation, just there's not that big of a need for it, scale up the idea pin.I don't need to publish 24 hours on Twitter only publish when my audience most of my audience is online. That is another step I'm taking to reduce the volume of content but increase the quality by it my own perspective.I think you're going to be seen more often in the feed so that when you do publish a link posts, maybe one in every three posts is linked, and one is a selfie, and one is a video, that might be a great a really great way to really shake up that content. But make it impactful, make it your own voice, your own perspective.I believe that trending audios this could be music, these could be voices or sounds. This is the SEO of tick tock that when there's trending audio, if you create something with that trending audio, you have, on average a better chance of being seen by more people than just recording your own voice.Focus more on the quality, your unique perspective, and less on that frequency.Learn More: Buy Digital Threads: https://nealschaffer.com/digitalthreadsamazon Buy Maximizing LinkedIn for Business Growth: https://nealschaffer.com/maximizinglinkedinamazon Join My Digital First Mastermind: https://nealschaffer.com/membership/ Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo Download My Free Ebooks Here: https://nealschaffer.com/books/ Subscribe to my YouTube Channel: https://youtube.com/nealschaffer All My Podcast Show Notes: https://podcast.nealschaffer.com

Are you giving your content the attention it deserves? Do you create a video, podcast, or blog post, and then forget about it after its done. Meet Amy Woods, the queen of content repurposing, who is going to help you get MORE from ALL of your content than you might have thought possible!In this episode you will learn:Repurposing video is easy(er). What are the best practices in repurposing blog content?The trend towards vertical video repurposing, even in B2B virtual eventsHow to best repurpose short-form video across different channelsWhy tapping into memes is so important for repurposing short-form contentKey Highlights[03:59] Introduction of Podcast Guest, Amy Woods[06:44] How Amy Got Into Content Repurposing[13:14] Best Practices in Repurposing Videos[20:58] Less Is More Approach[21:41] Latest Trends in Repurposing Content[27:02] Amy's Thoughts on YouTube Shorts[30:33] Repurposing Is Not Just About Reposting[37:42] Should You Post the Same Content On All Your Social Platforms?[42:15] Tapping Into Memes[46:22] Focusing On RelatabilityNotable QuotesWhen we look at what is repurposing so I always define it, as it's finding these different ways to communicate the message within a core piece of content in different formats. And for different online platforms to reach and connect with a broader range of your audience.It's all about, you know, a less is more approach.So think with it being a search engine, first and foremost, it is a search engine. But when you add that it becomes a bit more of a kind of hybrid of more social, more searched, a bit like Twitter, really, for the younger generation, well for all generations, really, but just how things are changing. Repurposing isn't just reposting. It's not just cutting and pasting, you can't just create one thing for all the platforms, you've got to be respectful of the platforms, and why people are there and create platform specific content.It really comes down to really understanding your audience. Understanding them as best you can get in there and speak to them like the most engaged members of your audience.I think whatever you commit to it's not a commitment it's always a testing, an experiment, it's not a long-term commitment to give things a go and just give them enough time to actually get real data and see if it was a good move or notGuest Links:Content10X: https://content10x.comContent 10X Podcast on Apple: https://podcasts.apple.com/gb/podcast/the-content-10x-podcast/id1294442001Connect with Amy on LinkedIn: https://www.linkedin.com/in/amLearn More: Buy Digital Threads: https://nealschaffer.com/digitalthreadsamazon Buy Maximizing LinkedIn for Business Growth: https://nealschaffer.com/maximizinglinkedinamazon Join My Digital First Mastermind: https://nealschaffer.com/membership/ Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo Download My Free Ebooks Here: https://nealschaffer.com/books/ Subscribe to my YouTube Channel: https://youtube.com/nealschaffer All My Podcast Show Notes: https://podcast.nealschaffer.com

I’ve talked a lot about influencer marketing over the past several years, both on this podcast and in my book, “The Age of Influence.” The practice of influencer marketing has changed since 2019 and 2020, when I wrote that book. For that reason, we need to look at the current influencer marketing trends if our campaigns and techniques are to remain successful. Let’s take a look at why influencer marketing is effective and what trends we can expect to develop over the next year.Key Highlights[08:01] True Long-Term Influencer Partnerships[09:27] Authenticity Over Perfection[11:10] Think Video First[11:47] Emergence of Live Shopping[12:43] Nano Micro-Influencers As Forefront[14:10] The Growth of Influencer Marketplace[15:50] The Concept of Frist Party Data[18:54] Affiliate Marketing As A Critical Part of Influencer Marketing[20:38] Employees As New InfluencersNotable QuotesThe more you hear people talking about the Creator economy, the more that you should understand influencer marketing is relevant. Because the more we value creators, the more we value influencers, because at the heart of it, most creators either are or become influencers. For something like collaborating with influencers and content creators, there should not be an on off switch, it should be long term. You should try to understand the way the influencer feels it would be best done it would be most authentic, because invariably that is going to get you the best results. It's not about how many followers you have necessarily, it's about how good your content is. And the algorithm is pushing the content. If you plan on investing 5, 10% of your marketing there, you want to acquire a lot of first party data. Only way to do that is to do more and more work with influencers and properly measure it right and then reflect on that measurement and optimize over time. Links MentionedMy Digital CourseEpisode 251Episode 241Episode 289Episode 265Nano Influencers BlogLearn More: Buy Digital Threads: https://nealschaffer.com/digitalthreadsamazon Buy Maximizing LinkedIn for Business Growth: https://nealschaffer.com/maximizinglinkedinamazon Join My Digital First Mastermind: https://nealschaffer.com/membership/ Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo Download My Free Ebooks Here: https://nealschaffer.com/books/ Subscribe to my YouTube Channel: https://youtube.com/nealschaffer All My Podcast Show Notes: https://podcast.nealschaffer.com

While not as popular as blogging, YouTube, or social media, podcasting still continues to grow and has tremendous value for those that get it and use it right. Whether you are a current podcaster or are thinking of launching a new podcast, this episode is a virtual masterclass of best practices in:why you might consider starting your own podcastwhat is the minimal equipment you need to get startedhow to technically get starteddo you need a special "launch" plan for your podcast or nothow to promote your podcast once its launchedKey Highlights[02:30] Introduction of Podcast Guest, Tom from Podcastpage.io[05:54] How Tom Start Getting Into Podcasting[08:30] Why Should You Start A Podcast[14:14] Steps You Need To Do In Starting Podcast[26:58] The Other Things You Should Be Aware of For A Successful Podcast Launch[29:14] Quality Over Quantity[31:17] Best Practices in Promoting Podcast[38:31] Key Features of Podcastpage.io That Will Help You Promote Your Podcast[47:32] Final ThoughtsNotable QuotesThe best in my opinion, is just to kind of like and enjoy the process. That's the the best part of of your decision to start a podcast. So at the end of the day, there are many, many different things you can kind of get from it, whether that was the initial goal or not, but you can meet a lot of different people through networking. If you don't know where to start with content, I almost think that you start with a podcast.At the beginning, we said that consistency is key to pretty much business marketing, podcasting, and sports, almost everything. So just keep going and don't kind of leave it after two or three episodes. If you are to start one, you know, just by continuing, you're gonna find success. We talk in marketing a lot about being consistent, I think, with podcasts, and it really does make a difference.A podcast is a great way if you're looking to create content.And to me, I guess the the most important thing here is to to produce quality content. You don't need to have this massive subject that doesn't doesn't give the listeners enough value. Just make sure you have the the right content and put all your efforts into it.There are a lot of different things you could use to actually bring a better experience and a better you know, just improve your listeners experience, that's the probably the bottom line. And then you also have a direct channel with them. Keep releasing quality content and be consistent. And that's probably the bread and butter of you know, podcasting. Guest Links:PodcastPage.io: https://podcastpage.ioLearn More: Buy Digital Threads: https://nealschaffer.com/digitalthreadsamazon Buy Maximizing LinkedIn for Business Growth: https://nealschaffer.com/maximizinglinkedinamazon Join My Digital First Mastermind: https://nealschaffer.com/membership/ Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo Download My Free Ebooks Here: https://nealschaffer.com/books/ Subscribe to my YouTube Channel: https://youtube.com/nealschaffer All My Podcast Show Notes: https://podcast.nealschaffer.com

Monetizing your knowledge by creating and selling digital products is not as easy as the experts make it out to be. I want to share with you my own experiences and how I view setbacks as a painful but necessary step to find success in order to inspire you to continue your digital entrepreneurial journey as I am continuing mine.Key Highlights[02:28] My pre-launch survey[03:42] How I Define Digital Entrepreneur[05:03] The Social Media Marketing Buffet[06:25] You Are What You Tweet[07:44] What I've Learned In The Process of Launching Digital First[08:08] Why You Need Data[10:40] It's Not About the Follower Count[12:51] Cohort-Based Learning[16:30] Why I Like Taking Funnel Approach[20:12] The Kind of Mindset I Want You to HaveNotable QuotesThis is the social media marketing buffet. We have appetizers, we have main dishes, we have desserts, we have drinks, and everybody is going to consume things slightly differently. And I think when it comes to education, we've seen this democratization of things of choices that people have.I consider myself sort of the Doctor of digital, like whatever pain whatever suffering whatever illness you have, let me find the digital marketing cure whether it's, you know, digital, social content, influence what have you.You need to do it to learn it. No matter how much you visualize things or create plans, it's going to come down to the data.What I realized is if you're going to do something, you need to be in it for the long haul. But if you're going to cut it short, you cut it short.So one learning is, even if you think you fail, because you set yourself up for failure by thinking that you are going to get these big numbers based on a big following. The numbers of followers don't really count, obviously, yes, they give you a platform. But you can convert 10% of a 100 person community, or convert 1% of a 100% community. And the results are going to be very different.It's not the follower count. It's the relationships that you have with the people that at the end is going to propel your business.It's not about getting the seven figures, or six figures or whatever the number ASAP. It's about longevity. And it's about deepening the relationship with my biggest fans. And those are the ones investing in me.If you really want to become a digital entrepreneur, you want to become part of this creative economy. You need to find a way to make it work. You're going to fail nine times you're going to learn and when you succeed the 10 time it's going to be all for the better.Links Mentioned:Maven SurveyEpisode 270Learn More: Buy Digital Threads: https://nealschaffer.com/digitalthreadsamazon Buy Maximizing LinkedIn for Business Growth: https://nealschaffer.com/maximizinglinkedinamazon Join My Digital First Mastermind: https://nealschaffer.com/membership/ Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo Download My Free Ebooks Here: https://nealschaffer.com/books/ Subscribe to my YouTube Channel: https://youtube.com/nealschaffer All My Podcast Show Notes: https://podcast.nealschaffer.com