In this episode I pick Aaron’s brain on LinkedIn and how he leverages it. Aaron has been crushing it and he shares his strategies and tactics that have helped him find and build an audience.

Some of the highlights of the show include:

● 00:54 How LinkedIn has changed and how they are trying to be a popular social media network.
● 02:17 Crafting impactful stories for a status update. Using pure text with no outbound links.
● 04:48 Crafting careful updates with a structure that generates curiosity about what is behind the “see more” button.
● 07:54 Tactics of getting an audience together and being smart about the direct message strategy.
● 10:47 Strategy of creating the story and then editing it down to 1300 characters.

Today we’re going to talk about how to grow your business to one million dollars and beyond. A lot of people get stuck and aren’t sure how to reach that elusive 7-figure goal.

● 1:00: The method of breaking down your goal by month. In short, you need to reach $80K per month to reach one million dollars, so you need to decide how to get to that point.
● 2:30: The importance of breaking down your goal by the number of clients. How much does your typical client spend, and how many customers do you need to convert in order to reach $1M per year?
● 5:30: Evaluating what you need to do to get the traffic you need that will help you convert more visitors into customers, which will help you reach your goal.
● 10:00: Why size matters. How big is your market? How big is your channel? These make a difference.
● 11:30: Why niching down might not be the best strategy.

Red tape and bureaucracy are requirements to adhere to certain rules or follow particular processes. While every organization has a bit of red tape, some have much more than others.

This can make life difficult for marketers.

“Businesses are, on average, far less adaptable, innovative, and inspiring than they could be and, increasingly, must be.

It is the unchallenged tenets of bureaucracy that disable our organizations—that make them inertial, incremental and uninspiring.” – Gary Hamel, writing for Harvard Business Review

As a general rule, the bigger the company, the more hoops you’ll need to jump through to get things signed off and complete. There may be multiple people who have to approve ideas or check through content. You might even need to get the green light from legal teams.

Does this sound familiar?

It doesn’t have to.

Continue reading Marketing With Two Hands Tied Behind Your Back

In this episode, talk about how to get your product, service, or brand in front of the journalists, editors, contributors and publishers who will cover your story, create content about you, and get your name out there. If you have nothing new happening or you’re a brand-new business, how can you get PR? That’s the topic of today’s discussion.

  • 1:45: How to create a pillar piece of content, whether that’s 10x content or something else that’s epic. You want to create value and show people how you’re changing the world.
  • 2:50: Why you don’t have to necessarily talk about your own business or product and what you should do instead.
  • 3:45: Why you should not create a press release but instead create a press kit.
  • 6:15: A plan that will help you know who are the right people to contact.
  • 9:50: How to go from having a list of the right people to getting yourself in front of them without spending a lot of money and without being annoying.
  • 11:50: Tips on leveraging the power of social media and networking platforms.

In today’s podcast we’re talking about SEO for e-commerce, and what you can do to optimize your e-commerce site to rank well and increase relevant traffic to your store.

  • 1:45: The differences between an e-commerce site and a regular website and how to deal with those differences by focusing on the right pages.
  • 4:30: The number one mistake people make when creating their e-commerce sites.
  • 8:20: The top factor on getting a site to rank well and how to bring that factor to your site.
  • 10:00: Thoughts on optimizing for mobile-friendliness to increase clicks.
  • 12:50: Recommended platforms to use for your e-commerce site.

There are many processes you can follow when creating a content marketing campaign.

You can sit down with your team and brainstorm a campaign and strategy.

You can adapt a campaign that worked well for you in the past.

Or you could reverse engineer a campaign that’s been successful for your competitor.

Continue reading How to Reverse Engineer Successful Content Marketing Campaigns

What’s actually working right now in social media? We discuss where we’re finding success and what platforms you should be focusing on.

● 1:05: Quora: How Sujan and Aaron are making it work for them, including what to pay attention to if you want to use the platform to boost your brand
● 4:40: How Sujan used Quora to drive sales to his ebook.
● 6:40: How to ask for engagement on social media and with popups and why this strategy can be more effective than email marketing.
● 10:20: Thoughts on what you can do on LinkedIn, how to add more contacts, and what types of posts tend to do well.
● 13:25: How to use automation to make your social media presence more successful.

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