Today’s potential buyers don’t become customers overnight. In this episode we cover everything you need to know to create a lead nurturing campaign that drives revenue and growth.

● 3:00: How to repurpose existing content to begin the lead-nurturing process, as well as the importance of developing and focusing on your goal.
● 4:20: Some ideas on building trust with your potential customers and building your campaign based on that trust.
● 6:40: A discussion on an effective frequency of emails to send out depending on whether your campaign is B2B or B2C.
● 8:50: Tips on when you should send out your first “ask” during your campaign and what to do once you do make a sale.
● 10:20: Tools that Sujan and Aaron use to manage their campaigns.
● 13:15: The process of creating your content: Why outlining is so important.

In this episode we look at some SEO tools that we use in both our respective agencies.

  • 1:20: How some of the tools used every day can overlap and serve different purposes.
  • 3:30: Some ideas on combining various tools to get a full picture with lots of different data points.
  • 6:20: Thoughts on tools that aren’t the best for certain applications.
  • 8:00: How tools can help you stay competitive when comparing your site to those of your competitors.
  • 10:00: The first sources and tools Sujan and Aaron would recommend for keyword research.
  • 13:40: Ideas for monitoring algorithm changes in Google.

As part of my work helping businesses develop and execute marketing strategies, overcome problems, and grow, I’ve managed or assisted in the hiring of numerous Head of Marketing positions.

In fact, before leaving my role at When I Work, I had to hire my own replacement (which is a rather odd sensation – in a good way).

In total, I must have looked at well over 1000 resumes and spoke to 100s of people for top notch marketers.

That’s a lot for someone who doesn’t specialize in recruitment. It’s even more when taking into account the fact that I’m hiring for very senior roles.

While I might not get it right every single time, I think seeing so many resumes and being a part of the discussion and onboarding that follows means I’m pretty adept at spotting a potentially great Head of Marketing. Here’s the process I use.

Continue reading How to Hire a VP of Marketing

To be successful with content marketing in a competitive industry, you need to ensure you’re putting out the best content in that industry. In this episode, we discuss how you can break through the competition and become an industry leader.

● 1:20: Why it’s important to identify who is doing well in the industry by doing your own research and not believing what you see just by looking at competitors’ sites.
● 3:30: Why you shouldn’t consider your marketing competitors your actual business competitors: Look at those who are leading the industry itself.
● 7:20: Why skyscraping and 10X content work and why you should consider writing in-depth, updated pieces that are better than what currently exists.
● 9:15: Why voice and design are important: You can say the same thing as what’s out there but with a different attitude and an excellent design.
● 10:15: The 80/20 rule when it comes to creating content and promoting that content.

Networking isn’t always at the top of our priority list. However, networking is an essential part of advancing your career. In this episode we look at how you can start taking action and grow your network today.

  • 1:10: How your network and your net worth go together and are intertwined.
  • 2:15: How you can get your network started by getting out of your comfort zone.
  • 4:15: How you can begin a relationship with bloggers, thought leaders, and influencers in your industry when it’s out of your comfort zone.
  • 6:40: Why having just one or two good people in your network can mean more to your net worth than the many people you don’t interact with or help much.
  • 8:45: One way to fit networking into your busy day or week.

Trying to kick start your content marketing campaign? In this episode we look at ways to improve content marketing efficiency and effectiveness. The lessons in this episode apply whether your a one-person operation or a large enterprise company.

  • 1:00: Some of the problems that larger companies with several different departments have when it comes to keeping their processes efficient.
  • 3:45: Why a brainstorming approach works better than having each department contribute to the blog by writing posts.
  •  5:30: Why not to talk about your own product or service all the time: Being self-serving is not providing value to others.
  •  8:50: The importance of communication: What to communicate and how to ensure that everyone is on the same page.
  • 14:15: Why you should start with an agency or a consultant to develop a strategy or process rather than try to develop something in-house.

As your business grows, it’s important to start thinking about scalable marketing strategies.  If you are at this point now (or will be soon), you won’t want to miss this episode!

  • 1:30: What scalable marketing is and what it is not, as well as why you need to start with non-scalable channels.
  • 6:15: Why you need to prove out what you’re already doing before you start on the scaling process, as well as how to start once you’re ready to begin the scalable strategy.
  • 8:30: Thoughts on why measuring what you’re doing is so essential and how often to check your progress.
  • 10:00: How to have a scalable mindset or a mental checklist of what to do when to keep yourself on track.

We all wish we could turn back time and do things differently at some stage or another in our lives. In this episode Aaron and I discuss the one thing that we wish we started working on a decade ago: our personal brands.

  • 1:30: Why Aaron wishes he’d worked more on building his personal brand on day one and talks about what he was doing instead.
  • 4:50: Why Sujan wishes he’d gotten out of his comfort zone earlier than he did when it came to growing his business.
  • 8:15: Why harder work leads to more luck and how that pertains to brand-building.
  • 10:20: Why being able to say no to things means that you’re achieving success.
  • 11:05: Things everyone can do to boost their branding.