Hey everyone! Today I share the mic with Jason VandeBoom, founder of ActiveCampaign. ActiveCampaign is a customer experience automation platform that has been around for over 15 years!
Tune in to hear Jason give insight on how to scale a team at a small company, where to find outside funding and how he was able to find the right product-market fit, which led to ActiveCampaign’s long-term success.
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Tune in to hear Michael share how his business model used to be “if it has a pulse and a wallet he was interested”, how they stay in the $3-5 million dollar profit margin range, and how good coaching can positively impact your business!
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Ever been in a situation where you say exactly the wrong thing before you even realize what happened? When you just react before thinking? I know I still do this a lot, and it’s something I’m still working on.
As a business owner, team leader, or any kind of manager—your reactions matter a lot more than if you were an employee, because your reactions show who you really are as a leader.
For example, just yesterday I threw my second happy hour in downtown L.A., and at one point I was chatting with a guy about podcasts, and we started to talk about how I’m co-hosting a podcast with Neil Patel called Marketing School. All of a sudden, this guy says, “Yeah, it seems like everyone just wants to listen to Neil.”
Now, I’d like to think that I don’t have a big ego. I don’t usually mention what I’m up to, even if I am seeing a lot of success with one thing or another. But this guy almost completely disregarded me to my face with drinks that I had paid for at an event that I was throwing. Here’s the thing—I don’t think he intended to do that, but the damage was done, regardless.
There were four guys in that conversation, and although I managed to keep my cool it was really awkward. The two other guys in the looked like they wanted to be elsewhere as soon as possible.
But I let my irritation pass though me, because I’ve learned that I can control my reactions. I can’t control what he said—he already said it—but I can control how I react. I gave him the benefit of the doubt. But the old me, from five or six years ago, would have said, “Who the hell do you think you are? Like, this is my event, bud. What are you thinking saying this to me?” I probably would have kicked him out and never talked to him again.
Instead, I just continued the conversation and let it be. I don’t think that guy even realized that what he said was actually offensive.
My point in bringing this up is that if I reacted poorly in that situation—let’s say I started yelling at him and actually kicked him out—think about how poorly that reflects on me. This was my event, and everyone would have seen me blow up. There’s a bunch of great people around me, and everyone’s having a good time. I don’t want to be that guy who overreacts to a situation.
While this example might be obvious (for example you probably wouldn’t have blown up in that situation either), the same holds true when you’re a team leader at a company. If somebody is yelling at you—let’s say an employee is having a really bad day and is distraught or emotional— it’s not your job to fight back and say, “Hey, I’m the boss.”
It’s not your job to yell at them or try to put them in their place. Ultimately, it’s your goal as a leader to serve your employees.
Especially coming from an Asian background, I can’t tell you how many companies I’ve seen where this is not how things are done at all. Most leaders are super privileged and employees understand they have to tread carefully.
Fortunately, I think leaders and managers are starting to better understand the concept of servant leadership. It’s your job to serve your managers and it’s their job to serve your employees. It’s the business owner’s job to create a great working environment. Ultimately, it’s all yours and if anything fails, it’s all your fault.
This all ties back into how you react to certain situations. People who can’t control their emotions and go off the rails all the time may make great products or even make tons of money—but they aren’t good leaders.
True story: I had a long day on Monday and I ordered a Chipotle bowl using my phone. I ordered about an hour in advance, at 5 p.m. The food was supposed to be ready by 6 p.m. When I got there, around 6:10, it still wasn’t ready. They’re like, “Oh, okay, we’ll go get started on the order right now.” That’s never happened to me before at Chipotle, and I overreacted.
I was like, “Hey…this was supposed to be done at 6 p.m.” The cashier replied, “Well, what do you want me to do? I just came back from break.” To be fair, I wasn’t that upset until she said that. Her reaction pissed me off. I said something like, “You’re responsible for it, blah, blah, blah.” I didn’t yell or anything, but I still overreacted. Before I knew it I had lost control of my emotions.
In the grand scheme of things, I had to wait an extra 5 minutes. I didn’t need to react like that, and it reflected poorly on me.
That’s the irony in these two stories, right? In a higher-stakes situation, I managed to react the right way. But in a really low-stakes situation, my stress spiked and I lost control. To be honest—even though I was in the right—I was just disappointed in myself.
The key takeaway from both stories is that you can’t really control what other people do or say to you. But the one thing you can control (and this has to do with Stoicism) is your reaction. At any given time, you can control your reaction. If you think about all the times that you’ve been angry or yelled or thrown things—every single time you did those things it never, ever helped.
I grew up watching people argue all the time. Guess what? It never solves anything. This is why couple’s therapy exists. When you overreact and your emotions get the better of you, you’ve basically lost already.
Even if you’re 100% right, it doesn’t matter because once you start to disrespect or yell at someone, the damage is done. This is why you should never fight fire with fire. If you react to someone emotionally, then it’s already game over.
This post was adapted from Eric’s Facebook Live videos: Growth 90 – DAILY live broadcasts with Eric Siu on marketing and entrepreneurship. Watch the video version of this post:
Sometimes you may find yourself doing so many things in one day that you actually lose track of what’s important and what isn’t.
That’s why I use a task prioritization chart that I take a look at every quarter or so. I want to keep track of what I’m actually working on every single day to see what I need to cut out, what I need to delegate, and where only I can make an impact.
Personally, I divide all of my tasks by expected ROI.
For example, I have a category for $10 per hour tasks, another for $100 per hour tasks, another for $1,000 per hour tasks, and finally one for $10,000 per hour tasks. These categorizations tell me how much I would have to pay someone else to get a specific task done right.
So if you find yourself doing $10 tasks when you’re running a six- or seven-figure business, you probably need to rethink your priorities. On the flip side, you probably don’t want to be delegating the $10,000 per hour tasks out to anyone—that’s where you could be making the biggest impact yourself.
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Things like cold calling, talking to unqualified prospects, doing expense reports, or scheduling social media probably shouldn’t be done by you. I know you see guys like Gary Vaynerchuk engaging on social media all the time, but that makes sense for Gary because he has branded himself as a social influencer.
Think about the tasks that you do every single day. Whether you’re using a calendar or Evernote, look at what you’re doing every single day and then look at the last couple weeks. I have a daily to-do list and I’ll look back at last month or last quarter and realize, “Wow, I shouldn’t be working on this.”
As time goes on and your company grows, it’s your job to take more things off your plate and delegate it to other people. This is why companies hire other people. Your managers get stacked up with work, too. They need to hire people as well.
Hiring is one of the most important things you can do because you’re focusing on assigning each person in your company to their proper task category in order to maximize the ROI of human effort.
Learn More: Ultimate Guide to Building a World Class Team
Let’s look at $100 an hour tasks, like talking to qualified prospects, doing social media, managing pay-per-click campaigns, doing customer follow ups, and so on. Customer follow ups, for example, are super important, so you probably don’t want to categorize it as a $10 an hour task and delegate it out to someone who doesn’t do it right. You could, but your business might suffer as a result.
Now let’s look at $1,000 per hour tasks, like building your marketing or sales funnel. If you want to have a marketing automation sequence that is perfectly optimized, that’s a big undertaking and a big time commitment. But you know it’s worth it for you because it’s going to pay dividends down the road.
This is a task that you could do yourself if your company is smaller. Not only can you probably not afford to hire someone to do this, you definitely do not want to hire a $10 per hour or $100 per hour person to do a $1,000 per hour job.
Finally, there are the $10,000 an hour tasks. If you’re making seven figures per year, these are the tasks that you and your partners, if you have any, should absolutely be focusing on.
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A lot of these high-priority tasks are things that sometimes only you can do. For me, it could be throwing an event or a dinner, or interviewing people on my Growth Everywhere podcast.
Same thing with Marketing School—it has to be me personally doing this each time with Neil. Public speaking or podcasting requires me to actually be there in person to make the biggest impact.
But what I can probably start to offload are the live webinars that I do. Maybe somebody else can take that on. Maybe that becomes a $100 per hour task.
Once you’ve identified the $1,000 or $10,000 per hour tasks that you should be doing yourself, you want to make a game plan for how you’re going to tackle those tasks both on a daily basis and over time. If you need to have somebody else do that for you, like a project manager, then you’re basically out of control. You may no longer see the bigger picture.
On the other hand, the tasks that you’ve identified as able to be delegated, whether it’s a web development project or a new marketing campaign, you should absolutely not take on yourself, even if it is tempting. You need to find the right talent, give very specific instructions, and then take a big step back.
So try this out if you haven’t before. Create a task prioritization chart or matrix with $10, $100, $1,000, and $10,000 per hour categories. Prioritize your tasks and then share the document with your team as well so they know where you’re at and they know what you should be working on.
Remember, if you ever start to slip back into $10 per hour tasks such as project management and things like that, you need to get them off your plate immediately.
This post was adapted from Eric’s Facebook Live videos: Growth 90 – DAILY live broadcasts with Eric Siu on marketing and entrepreneurship. Watch the video version of this post:
We’re seeing the popularity of podcasts grow every year and I think it will just continue to get bigger and bigger. People are listening to more podcasts more often, and talking about their favorites, too. But how do you get into the game of podcasting?
The good news is that we’re still in the early stages. Just as blogging blew up over time, podcasting is seeing the same kind of growth. It’s growing at around 17-20% year over year, but it’s nowhere near saturation.
For those of you who don’t know, I have two podcasts at the moment. One’s called Growth Everywhere and gets about 120,000 downloads per month.
The other is Marketing School and we’re about to break 600,000 downloads per month. We started Marketing School in August 2016, so we have a little experience under our belts when it comes to the world of podcasting.
One thing you have to keep in mind when it comes to podcasting is consistency. Just like with blogging, you have to establish a schedule that your audience can get used to.
So if you’re doing a weekly show on Mondays, keep it on Mondays at the same time so people know when to tune in. It’s almost like watching a TV show. You want to have it at the same time.
As you continue to build up your library over time, don’t be afraid to repost content or old episodes as long as they’re relevant, because not everyone’s going to see your new episodes the first time you post them. It’s the same idea with an email nurture sequence.
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You want to have your best content available to everyone, because not everyone will see it when you want them to. Granted, someone in your audience might have seen everything you have and therefore might not be happy that you’re repurposing stuff, but for the most part people haven’t seen all your episodes, and if they’re a loyal listener, they’d probably be happy to revisit them.
For my interview podcast, Growth Everywhere, we repurpose a lot of content because it just makes sense. A lot of these stories are evergreen, and we’re just trying to get them out there so people can get new ideas. Great stories don’t change. Each episode has at least one takeaway that can really help someone grow their business.
Another thing to keep in mind is that you must have great, compulsively clickable titles. Before we do each podcast, Neil and I look through the titles. People give us ideas, and we’ll redo the titles to make them better because we know good headlines are going to get people to click.
For Growth Everywhere, I like to include a statistic in my title. I’ll also bounce ideas around with my editor. Finally, we make sure that we email our podcast guest so they can help push it, too. Hopefully they get their team to help promote it, share it on social channels, etc.
Let’s say I were to interview someone like Tim Ferriss. He’s got a really big audience, so hopefully he would tweet the episode. Maybe he’d even push it to his email list.
When I interview venture capitalists, for example, it’s fantastic because their lists are really big. People get to learn more about Growth Everywhere, and if they hit the Growth Everywhere page, guess what? I’m going to re-target them, and hopefully get them into the funnel.
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Speaking of marketing funnels, email is incredibly important. You want to make sure that you’re emailing your list. We use a blog RSS feed, which pushes automatically on Sundays for new Marketing School episodes, and on Mondays it pushes new Growth Everywhere episodes. So we have that automated, and it helps tremendously.
Paid ads are really helpful, too. Russell Brunson has a site called Marketing In Your Car with a free MP3 plus shipping offer. Basically, he’s giving away this MP3 player with all his podcast episodes on there, and it’s been hugely successful in generating subscribers. He gets people into his funnel that will come back and buy actual products. He’s very profitable on the front end on that funnel, and it’s working really, really well for him.
I bring up Russell because, as with any type of marketing, it’s good to see what other people are doing, and see whether you can make it work for yourself.
Another thing you could consider is a giveaway. Let’s say I reach out to my favorite SaaS companies and say, “Hey, I’m looking to give something away to my audience. If someone wants to get in on this giveaway, they need to leave a rating and review on social, show that they did it, and subscribe to our email list or follow us on Instagram…”
You could play around with the giveaway requirements, but just choose one goal. I’d recommend choosing one for each giveaway that you do.
For a lot of these SaaS companies, the cost of giving away a piece of software is almost negligible, especially when they’re getting a ton of exposure in return. So for them to get that kind of publicity, it’s definitely worth giving away a product. Then you’ve set yourself up for a cross-promotional relationship.
Learn More: How We Built the Growth Everywhere Podcast to 109,000 Listens per Month
Ok, let’s say I get Tim Ferriss on my podcast. Maybe he gets me on his. Being able to cross promote and build relationships with other people, as well as build or engage social communities and create hype, is very important. If you’re doing a marketing podcast like mine, you can go to Inbound, you can go to GrowthHackers. You can even find Slack groups. There are a lot of different ways that can be effective.
If you need some ideas about getting people to interview, check out this podcast episode that Neil and I did called How to Find Relevant Guests for Your Podcast.
We’re hoping to get our podcast to two million total downloads per month for Marketing School. And for Growth Everywhere, hopefully we can hit 250,000 per month by the end of this year.
If you want to learn even more about how to start a podcast, check out this blog post.
This post was adapted from Eric’s Facebook Live videos: Growth 90 – DAILY live broadcasts with Eric Siu on marketing and entrepreneurship. Watch the video version of this post:
Every morning, I write or rewrite or edit 500 words. Right now we’re past the first draft and we’re in the process of reaching out for endorsement deals for the book. I’m also trying to get forewords from influencers to help promote it.
I want to talk about why I decided to write the book in the first place, and the route that I’m taking. Keep in mind that this is a work in progress, so I’ll continue to give updates on this over time.
It all started when I did a podcast interview with the founder of Content Marketing Institute, Joe Pulizzi.
At the very end of the interview, I always talk to people about tangential stuff. Joe happened to say at the end that publishing a book is a game changer. Once you do that, it changes everything.
It got me thinking about the progression of my professional life. I have Single Grain, a growing and profitable business. I also have two podcasts now (Growth Everywhere and Marketing School), and I’ve spoken at different events.
What’s next? Write a book.
It’s been over a year since I started writing Level Up, and the process began with me taking a bunch of Post-Its and throwing all my topic ideas together. I figured out what I wanted to write about in each chapter, and then I just started talking into my phone every morning and recording my thoughts with Rev, and that was how I got the ball rolling.
At the same time, I started listening to this podcast by Copyblogger on how to publish a book, which was really helpful. What I’ve found is that most successful books go through more than five drafts. That led me to decide whether I should self-publish and get it out quicker, or try and wait for a big publisher.
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Neil happened to be releasing his first book, Hustle, and I asked him, “Hey, can you introduce me to the guy that helped you with your book?” And that guy’s actually helping me with my book now, and we’ve decided to take the publisher route.
Having a physical hardcover book is powerful. People tend to treat it more seriously and respectfully compared to an e-book. It’s something that you can hold in your hand, and having it backed by a big publisher is serious validation, so I’ve decided to go down that route.
The first step to approaching a publisher is to put together a book proposal, which is basically an outline of your book, and why it’s unique. It includes a marketing plan as well. You need to show potential publishers that you have a plan for marketing your book on your own before they’ll help you. This is where you include details like how big your e-mail list is and how big your website is.
Publishers want to know what firepower you can put behind the book to help push it, because they’re interested in selling as many copies as possible.
The concept of Level Up is that gamers actually learn a lot of the skills needed to become an entrepreneur by playing games. In other words, playing games can actually help you level up to playing the game of life and business. At the end of the day, you can gamify just about everything, and in fact the most successful people do gamify their lives.
The ultimate game, I think, is eventually “beating” the game of business and moving on to philanthropy. One of my favorite books, The Billionaire Who Wasn’t, is about Chuck Feeney, the main founder of Duty Free Shopping, who’s given away nearly his entire fortune of $7.5 billion during his lifetime.
He indirectly inspired Warren Buffett, and in turn Bill Gates, to try and do the same thing with their Giving Pledge.
So the premise of Level Up is, how do you go from gamer to entrepreneur? And how do you then play the game of business really well, to the point where you build up your wealth enough to move on to the game of philanthropy?
I’m hoping that because there are so many gamers out there, this book will inspire some people.
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Right now, we’re done with the first draft which is about 60,000 words. It’s still a really rough draft, but the process has been really enjoyable. Very excited to see what happens with it. For now, my goal is to reach out for endorsement deals and forewords.
Fun fact: I got Mark Cuban to respond the other day. Unfortunately, he’s not going to be a part of it, but at least he responded. We’re trying to get endorsements from studios and producers like Electronic Arts and Sony, too.
Ultimately, if I were a parent and my kids were playing a lot of games, I’d want to give them this book. My parents used to think gaming was a waste of time, and to an extent it can be. If you overdo anything, it ultimately is unproductive, and can become harmful. But if you do it in moderation, you can learn a lot.
When I look back at my gaming history, I would say I probably did overdo it, but it’s the same thing with a lot of entrepreneurs, right? We’re all obsessives, and it’s partially why we succeed.
If you haven’t read it before, definitely check out Seth Godin’s 19-point checklist Advice for Authors. One of the key points? If you’re writing a book, don’t expect to make a lot of money. It’s just good to get it out there for your personal brand, and if it takes off? Cherry on top.
If you create a lot of content already, I highly recommend that you think about writing a book, because you probably have a lot of the content published anyway. I think it’s going to be really rewarding.
This post was adapted from Eric’s Facebook Live videos: Growth 90 – DAILY live broadcasts with Eric Siu on marketing and entrepreneurship. Watch the video version of this post:
Let’s dive into the concept of focus. When I look back on my past accomplishments, whenever I’ve been able to do really well, it’s because I’ve been really focused and consistent with just one thing.
When I was learning Internet marketing, I had my internship and I was really focused on that even though I had a full-time job at the time as well. That’s how I was able to learn a lot really quickly. I was able to absorb a lot of information. I downloaded a lot of courses. My internship had a lot of courses built into the onboarding process, too.
When I look back at my Treehouse days and my startup days, I was successful because I was able to focus under very strict timeframes in order to hit specific goals for the company. Everything was all-in and it wasn’t just, “Hey, we use paid advertising to succeed.” It was more like, “How do we build up our content marketing strategy, email marketing strategy, perfect our SEO and manage a social team?”
Then, when I look at the times when things weren’t going so well, that was when I was trying to do multiple things at once. For example, when Single Grain was still recovering and we were trying to pivot into multiple new areas, I tried to switch us into a remote work environment even though people were used to being in an office.
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Changing all these things at the same time, and starting a podcast (Growth Everywhere), and trying to figure out a way to refer our business out—it was all just too much. I was just doing too many things at once and one person can only do so much before they become inefficient and burn out.
Now with Single Grain, it’s night and day because I’m focused on one major thing at a time. Every time I focus on one specific goal, things start to look up again.
There’s this fantastic book by Gary Keller called The One Thing. I think it puts you in the right perspective and it’s actually required reading for people who go through our career tree and are trying to advance.
I was also watching an HBO documentary about Warren Buffett called Becoming Warren Buffett (also on YouTube). Someone had Warren Buffett and Bill Gates write out what makes them so successful, and they both independently wrote one word, the same word: “focus.” I think that’s incredible.
It’s the same thing with Apple. They started with desktop computers first. Then they moved on to other things like the iPod, and then the iTouch, and eventually the iPhone and the iPad. They were hyper-focused on one thing at a time. Same thing with Google; they started with search first and now they’re doing all these different things. Now they’re called Alphabet and they’re looking into everything from global Internet to AI.
Neil talks about this too in one of our Marketing School podcasts. When you’re trying out different marketing experiments, you’re basically throwing spaghetti at a wall. You don’t want to keep doing that. Your goal is to see what sticks, and then double down on that. It’s all about focusing on one thing at a time, one thing that really works.
In every case, you have to get the one thing right first and then you move on to the next thing. In practical terms, hire a general manager to take care of that one thing you got right, and then move on to figuring out and mastering the next thing.
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Let’s say you’re eating dinner and steak is the main course. Are you going to focus on the sides before moving onto the main course?
Maybe. Some people actually do that. They like the delayed gratification of eating the main menu item last. But, practically speaking, this isn’t the best idea because you might get full and before you know it, you ended up eating everything except what you really wanted to eat.
A much better strategy is to start with the main course and then pick away at your side dishes. You’ll quickly decide on one side dish to focus on and the cycle repeats itself. That way, you’re prioritizing in the most practical and optimal way possible.
I think that from a marketing perspective, when companies are first starting out, they try to do too many things. It’s more about focusing on that one thing that’s going well.
Let’s say you have Facebook ads working well for you already and you haven’t maxed out that channel yet, and you know you could be doing more with it. Do not give in to the-next-shiny-thing syndrome. You probably shouldn’t be thinking about SEO or other ad channels yet. Try to max out what you have going on with paid advertising first, and then you can start to transition into these other channels and diversify.
Personally, I try to do a lot of different things because I get bored easily, but the older I get and the wiser I become, the more I realize that having a singular focus is the best strategy.
Get one thing right first and then move on to the next thing.
This post was adapted from Eric’s Facebook Live videos: Growth 90 – DAILY live broadcasts with Eric Siu on marketing and entrepreneurship. Watch the video version of this post:
Let’s talk about some simple ways to do competitive analysis. I’m just going to go through a couple of marketing tools I often use.
First and foremost is Ahrefs, which I use all the time. If you want to get access, just go to www.levelingup.com/ahrefs.
Let’s put Nike into Ahrefs, as an example. You can see that their domain ranking/domain authority is scored on a scale of 1-100. Nike has 73, which is great. They have over 105,000 referring domains pointing to their site. They ranked for over 500,000 organic keywords, which means that they drive over 8.8 million visits per month.
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Now, these are by no means exact numbers, but it does give you a realistic range in terms of where Nike’s at and how many keywords they’re bidding on. You can start with organic keywords and see the keywords they’re ranking for, the volume they drive, which pages they’re ranking for, and go from there.
You can also see what features they have for specific keywords. Do they have site links? Are they in the image pack? Are they in a knowledge panel as well?
If I were to search for Nike right now, just to show you what I mean…
…they have an ad showing. Then they have a link right there. They have images. They have the knowledge box, as well, and so on.
I also like to look at ads (to see what types of offers and images they’re using), as well as top pages (to see what I or my client can emulate). With Nike, there’s obviously a lot of Nike-related branded keywords, but we want to see what else they have that’s not tied to Nike specifically.
I can filter by position, from 5 to 30, if I want to look for low-hanging fruit keywords. Like “marathon training” for example or “half marathon training schedule.” Ahrefs shows me the types of low-hanging keywords that Nike is ranking well for, and then I just click on the page and ask myself, “Well, what I can do to emulate that? What can I do to beat this page?”
Alex Morgan, the soccer star, is ranking 14 for it. “Nike size chart,” “10K training plan,” I can see all these different keywords right here.
Obviously, for the brand-related keywords, they’re going to do well on those almost always. But I can get some ideas from their other top pages and see how I can emulate those.
Ahrefs can also help you see the content gap, which is just great. For example, I can type in Nike.com, Adidas.com, Reebok, etc. By doing this, we can see all the things that Nike and Adidas rank for, but that Reebok does not rank for.
Now let’s look at marketing blogs. Let’s look at Neil Patel, Quick Sprout, and Single Grain. This will give me some content ideas. We can see that Quick Sprout ranks for all the expected keywords: they’re #7 for “online marketing” and #12 for “marketing automation.” A lot of great keywords that can help me (if I were a competing marketing blog) come up with great ideas for the types of content I should be creating.
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Then I can just export this info, maybe select 1,000 rows, for example, and hit export.
We can also look at PPC keywords. Going back to Nike—what are they bidding on, exactly? What’s the URL? We can look at their top landing pages, too. All this will help us get an idea of what they’re doing.
So, there’s a lot that we can do with Ahrefs. Just go to www.levelingup.com/ahrefs.
Another great tool that I use is Adbeat.
Adbeat gives me a deeper look at how certain companies are spending, what ads they have, and where they’re spending. Let’s take Jet for example. Let’s say they spend $121 million. You can see that their ad spend is actually increasing over time. Most of their spend is going towards Google, and to Direct Buy as well.
Then we can look at the different kind of creative stuff they’re running, and how much spend went towards this creative component. We can also look at their newest campaigns. We can look at competitors, too. And, just as we did with Ahrefs, we can export all this Adbeat info and make it into a PowerPoint presentation. That’s a lot of actionable information at my fingertips.
One thing to keep in mind is that usually the spend amounts on these kinds of tools are incorrect. Same thing with a traffic map. I would say take the traffic or the ad spend with a grain of salt.
Finally, let’s look at SimilarWeb, another tool I love to use for investigating competitors.
Let’s go back to Nike and look at how they’re doing. We can see that this is their traffic trends over time. It’s saying that they get 54 million visits a month.
Category rank for shopping and sports, they’re number one. It shows you the different mobile apps that they have for Google Play, App Store as well. Lot of different stuff going on here. You can see their traffic by country and where the bulk of their traffic is coming from and where their referrals are coming from. It’s search, and then direct, and then you have referrals, too.
You can see keywords plus which are paid, their social and how they’re doing there. You can see their distribution and then display advertising. Their sub-domains, too. You can also dive deeper and look at certain categories.
So, with these three great competitive analysis tools, there’s a lot that you can see.
This post was adapted from Eric’s Facebook Live videos: Growth 90 – DAILY live broadcasts with Eric Siu on marketing and entrepreneurship. Watch the video version of this post:
This post originally appeared on Single Grain, a growth marketing agency focused on scaling customer acquisition.
As marketers, we know that there are a million things we could be working on at any given time: e-books, white papers, blog posts, webinars, paid advertising, e-mail marketing.
They’re all important, but part of running a successful business is about putting your focus on the highest-leverage activities. That’s the stuff that brings you the most bang for your buck — the stuff that helps you justify the ROI of your job to your boss.
One of the highest leverage activities you can spend your time on is optimizing your SEO. If you can get even one of your blog posts ranked at the top of Google for a broad keyword, it could drive thousands more visitors to your site every month.
And if you’ve got the rest of your sales funnel in place, then those thousands of visitors could add up to some significant ROI.
In this post, we’ll cover 20 tactics you can use to boost your SEO rankings.
The best, most efficient way to make your content stand out isn’t by reinventing the wheel — it’s by building a better version of what has already been proven to work.
Instead of trying to create an epic 10x piece of content from scratch, look for the blog posts or videos that already perform well within your niche and build on it. Brian Dean from Backlinko calls this the Skyscraper Technique.
For example, let’s say I wanted to write an article for a new marketing blog about Facebook ads.
First, I’d do some research to figure out which blog posts about Facebook ads have a track record of generating a lot of links. There are a few ways to do this.
I could go on Google, type in a broad search term, and see what ranks near the top.
Or I could type a broad search term into a tool like BuzzSumo and immediately get a list of highly shared content related to my topic.
Next, I’d pick one of those successful pieces of content, and build on it.
One simple way to do this is just by making the post longer. For example, one of the top Google search results for “facebook ad strategies” is an article called “5 Ridiculously Powerful Ad Targeting Strategies.” To build on this idea, you might come up with something like “25 Facebook Ad Strategies to Grow Your Business.”
Another way to improve on existing content is by making it more visually appealing.
For example, this post on Pardot.com ranks at the top of Google for the search term “buyer journey,” mainly because of how the post is designed.
According to Brian Dean, by taking a post that is already proven and building on it, you drastically reduce the likelihood that your content falls flat because you’re writing content that has already worked.
An important factor for getting a post to rank high in the search results is having a lot of other influential people link back to it. One easy way to do this is by mentioning your industry’s influencers in your content.
When other people see their name mentioned somewhere on the Internet, they’re much more inclined to share the piece on their own social media, blogs or newsletters. And because industry influencers usually have large audiences, that means more targeted traffic back to your site.
For example, this entrepreneur curated an e-book full of the best Medium posts of 2015, and then sent it out to all the writers he mentioned within the e-book:
A simple e-mail like this sent to the right influencer could be the “tipping point” that makes your content go viral. In fact, according to Blogging Wizard, with the right approach you can get up to an 80% response rate from the top influencers in your industry.
We all have pages on our blog that perform really well in search, and others that fall on page three, four, or even lower. And the frustrating thing is that some of our low-ranked content may contain amazing material. If only those poor blog posts could get a little push — like a share from an influencer or several more backlinks — they might go viral or rank at the top of SERPs.
One way to give the poor-ranking content a push is by finding the posts on your site that rank higher in Google and adding links within them to the pages that rank lower.
For example, HubSpot ranks pretty high for the search term “content marketing strategy.”
Within this post, they link to multiple articles on their blog about topics like list purchasing and developing a social media content calendar — neither of which rank as high.
This is a great way to give some of your lower ranked content the boost they need to get to the top.
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The best content is the kind that speaks to people’s emotions. Marketers who are able to connect with their audience can build a large audience of loyal readers relatively quickly.
Make sure you understand your market’s deepest hopes, fears and dreams around the subject about which you’re writing. Once you have a good grasp on this, you can weave it into your blog posts to show your audience that you really “get” them.
Steli Efti at Close.io, a SaaS product to help salespeople close more deals, does this really well.
Salespeople have a lot of hopes and fears around their job. For example, they might feel afraid of coming off as too “sleazy” or too fake.
They might be afraid of hearing a bunch of “no” responses from leads.
Or maybe they feel like they have no idea what they’re doing.
Because their content tells emotionally captivating stories that really “hit the spot” for their audience, Close.io’s blog has quickly become one of the go-to resources for salespeople.
Another great example is the Copy Hackers blog. Their content has a lot of personality infused into each post, which helps set the content apart from all the other marketing posts on the web.
Notice how friendly and fun this content sounds:
Businesses in virtually every industry can incorporate great storytelling and personality into their content if they understand their customers at a deep level. Even Pfizer was able to boost sales using this approach, according to this article by Cognitive Edge.
There are always a bunch of new SEO tactics popping up all the time, but at the end of the day, the best way to have your content reach more people is simply by writing stuff that they actually want to read! And one great way to do that is by writing posts that are fun and/or informative and appeal to the readers’ emotions.
Writing long-form content consistently takes a lot of effort. So before you start climbing that mountain, it’s important to ensure that you’re writing content for which people are actually searching.
One easy way to do this is by using the Keyword Planner on Google AdWords. It’s easy to see how many people are searching for a particular keyword, and you can even uncover related keywords to base your articles around.
Another great tool for gauging the number of search results for a particular topic is Google Trends, where you can uncover search trends over time for keywords to see if they’re worth pursuing.
Or you could use BuzzSumo to see the number of shares that certain types of content get and which keywords are getting a high rate of shares.
Moz has a great guide on how to do keyword research for SEO, including how to judge the value of a keyword and understanding how to use long tail keywords.
By creating remarkable, long-form content around keywords that have a high search volume, you make it easier for your blog posts to rank high for a topic and generate a lot of traffic to your website.
Broken link building is one of the most effective white hat strategies you can use to grow your SEO rankings.
The first step is to figure out which websites in your industry have broken links to your own site as well as your competitors’ sites. There are quite a few search term variations you can type into Google to uncover sites with dead links. According to this guide by Neil Patel and Brian Dean, here are some of them:
For example, you can type in “marketing + intitle:resources” to find posts that are filled with a bunch of links.
Next, you’ll have to scour the page to find the broken links. An easy way to do this is by downloading a Chrome plugin called Domain Hunter Plus, which scans pages for dead links.
Once you activate the plugin for a particular page, you’ll get a list of dead links on that page. You can then export the list of links, send it to the site owner, and ask to replace the dead links with your own resources.
Relying on standalone blog posts to drive your SEO rankings is a losing battle.
A few individual pieces of content might appear high up on the search results, but there are better ways to get more mileage out of your blog posts. One tried-and-true way is the hub and spoke strategy.
Through this approach, you create one giant piece of content to function as the page that people land on directly from Google (your “hub”), and from that page, you link to a bunch of other relevant pages on your website (the “spokes”).
Your hub should be something that’s highly shareable, like a meaty post that people bookmark because of how informative it is and how many useful resources it contains. This way, your hub will rise in SEO rankings, and as a result your “spokes” will rise as well.
Copyblogger created a page called “Email Marketing: How to Push Send and Grow Your Business,” and within it, they’ve included supporting posts like “Why Vanity Metrics Are Worthless (and What Really Matters),” “37 Tips for Writing Emails that Get Opened, Read, and Clicked,” and more.
By creating a hub, or a “table of contents”-style guide around a topic in your niche that people can consistently refer to, you’re creating a larger piece of content that will rise higher and higher in search rankings.
And as a result, the content you link to within your hub will rise higher and higher as well.
As I mentioned earlier, mentioning industry influencers in your content is a great way to help your content get more shares.
And roundup posts are an efficient way to do this on a larger scale. In a roundup, you curate posts from experts in your niche and share them with your own readers. This tactic is an easy method to build relationships with the right people in your field, generate a bunch of traffic, and improve your SEO rankings.
According to Crazy Egg, these are a few key characteristics that make a high-quality roundup:
Once you’ve sourced a long list of high-quality links around a topic that your audience wants to know more about, you can ask each influencer to share the post with their own audience.
For example, here’s an e-mail that someone sent to me after including some of my content in a post:
I ended up sharing it with my list of 20,000+ readers.
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Long-tail keywords are keywords that are more specific and “narrow” than broader short tail keywords.
For example, “facebook advertising” is very broad search term, but “facebook advertising for SaaS companies” is much more specific.
It’s natural to create content focused on broad, short tail keywords. We think that because there are a lot of people searching for these more general phrases, we should take take advantage of that. But in reality, creating remarkable content that is focused on long-tail keywords can boost your conversions.
People want solutions that are tailored specifically for their situation. If you create a piece of content called “Facebook Advertising Strategies for B2B SaaS Companies,” you’d make B2B companies feel that you understand their specific situation a lot better than someone who wrote an article called “25 Facebook Ad Strategies to Grow Your Business.”
Even though you would be going after a smaller pie, you would dominate a much larger piece of it.
For more on how to identify and leverage long-tail keywords for SEO, see this guide: How to Identify Long Tail Keywords for Your SEO Campaign.
Whatever strategy you’re pursuing — whether it’s Facebook ads, SEO or anything else — the main point is to drive more prospects along the buyer’s journey to becoming customers.
That’s the main goal of content marketing.
SEO works best when it’s part of that larger content marketing strategy.
According to this guide by Salesforce Pardot (and this image from HubSpot), customers go through the following three stages before deciding to buy:
By creating high-quality content to serve customers at each step of the process, you’ll naturally rank higher in search results while also generating more sales.
Awareness Stage
At the awareness stage, customers are usually conscious that they have a problem, but they have no idea what the right solution looks like.
For example, if you’re selling services to help CEOs improve their content marketing, they might be thinking things like: “Ugh, I don’t want to waste hours and hours writing blog posts if I have no idea what the payoff is going to be” or “I need to outsource this but I don’t know how to figure out who’s the right person to handle it.”
At this stage, 72% of people immediately turn to Google to figure out how to solve their problems. They search for content that hits their specific pain points.
If you’re selling marketing services, a good piece of content to write might be something like “How to Speed Up Your Content Marketing Success.” This way, when customers search for their problem, your blog will be the first one they see.
An example of how HubSpot attracts customers who are in the “awareness” stage.
Interest or Consideration Stage
As potential customers start to gather more information about their problem, they look for ways to solve it in the “interest” phase. At this stage, evidence-based content starts to become a lot more valuable to them.
According to Crystal Clear Communications, 30% of buyers consult white papers at this stage of the process, 29% consult case studies, and 30% of buyer influencers look to detailed technology guides.
Again, if you’re selling marketing services, good content at this stage might sound something like “The Ultimate Guide to Getting More Leads Through SEO.”
You can present these guides at the bottom of your blog posts and ask readers to fill out their e-mail address in order to receive them. This way, you help people transition from the “awareness” phase to the “interest” phase, and you capture their e-mail addresses so that you can send them more content down the road.
HubSpot does this well — when customers start off in the awareness phase searching for something like “how to speed up content marketing results,” HubSpot’s blog post is the first thing they see on Google:
And at the bottom of that post, site visitors can sign up to get a free content strategy planning guide.
Evaluation or Decision Stage
Only after customers have done their research and figured out how to go about solving their problem are they ready to start thinking about purchase options in the “evaluation” phase.
At this stage, they’re trying to decide which service to buy. Good content here might be something like “4 Steps to Picking a Good Marketing Agency,” “Why Some Marketing Agencies Don’t Get Good Results” or something else along those lines. And in these posts, you can strategically position yourself against your competition by “teaching” your audience why you’re better.
Understanding what your customers are searching for at each step of the journey is super important — that way, you can create highly ranked content to help them along the way.
There are a few specific metrics that you can track to measure your overall SEO performance.
For example, one key metric for SEO is the average time that users spend on your content page. If your content is engaging, if it appeals to their emotions, if it’s useful, then readers will stay on the page longer in order to read more of your material. For more on the right metrics to track for your SEO, check out this post by Neil Patel: Quantify Your Results: The 14 Most Important Content Marketing Metrics.
If your website does not provide quality content, visitors will “bounce” off the page and “boomerang” to a competitor’s site.
Keep in mind that there’s no specific number here that can be considered “good” or “bad.” If you’re writing short-form content, for example, then you’re naturally going to have a low average time on your site. Or if you offer a great answer to a reader’s question, you might have a high bounce rate but also a high time on your site.
The number of return visitors is also a good metric to gauge how good your content is. How many readers come back to your site on a regular basis? If you’re sending e-mails to your subscription list regularly, how many people consistently open and click?
This is one of the most useful metrics that you can measure since return visitors are usually the most likely to convert to buyers.
There are a lot of benefits you can get from associating yourself with experts in your industry.
Read More: 5 Steps to Becoming an Expert Content Creator (According to Google’s Phantom Update)
One of the best ways to leverage that association is by interviewing these experts and repurposing the content into a blog post. That way, you can rank high for the expert’s name and siphon off a large audience that searches for them.
For example, Groove did an interview with Neil Patel and repurposed it into a blog post. Now when anyone searches “Neil Patel interview,” Groove shows up at the top of the results.
Venture Hacks did an interview with Sean Ellis, which also ranks at the top of Google for “sean ellis interview.”
By interviewing influencers in your industry and turning it into a blog post, you can attract a chunk of that influencer’s audience to your own site through Google search.
Part of maximizing the effectiveness of your content marketing is repurposing your material as much as you can.
As Neil Patel and Aaron Agius write in QuickSprout’s Complete Guide to Building Your Blog Audience, there are at least seven different ways to repurpose a single blog post. Turn it into a:
This could skyrocket the reach of each post that you write.
Let’s say you published a blog post called “How to Leverage Influencers in Your Content Marketing.” There are tons of different formats into which you can repurpose this content to attract a wider audience.
For starters, you could take that content and make it native for different blogging platforms like Quora, Medium or LinkedIn — which allow anyone to reach a targeted audience of tens of thousands of people if the content is good.
Then, using a tool like Visme, you can take that blog post and turn it into infographic.
Noah Kagan found from analyzing 100 million articles that infographics get shared the most out of all types of content. This means that an infographic could potentially get more than double the reach of a single blog post, which makes it more likely to rank higher in search.
Then you could take the blog post and infographic and combine them into a compelling SlideShare presentation.
If you have a podcast, you could summarize the key points of the blog post in a quick 10-minute audio segment.
With a simple, structured system, you could skyrocket the reach of each piece of content you put out by making it “native” to several other platforms simultaneously, thereby increasing the likelihood that the content will rank high in SERPs.
A simple way to get more reach on your content is just to increase its length.
Longer-form posts are more comprehensive, get shared more frequently, and lead to lower bounce rates — which is why they tend to be ranked higher on Google.
According to serpIQ, average length of posts at the top positions on Google are 2450+ words.
Not only does this help with SEO, but more time spent on your page means you’d be cultivating more trust between you and your audience.
Content that’s visually appealing allows readers to digest a larger amount of information in a shorter period of time. It’s much easier to look at a graph or an infographic that’s well designed than a huge 5,000-word blog post — and as a result, it’s more likely to get shared.
You don’t need to be a design whiz to create content that’s visually appealing either. You could use a tool like Snapguide to create beautiful how-to guides, for example.
Written content is still very important, but the way the content is presented is also important. The more visual, the better.
Free Bonus Download: Want to download the PDF version of this post?Get your very own copy of it right here! Click here to download it free.
According to Commonplaces Interactive, both Google and Bing have reported higher search traffic coming from mobile devices than computers.
That’s why these search engines boost content in search rankings that are mobile friendly.
If you’re not sure whether your site is mobile friendly or not, you can just insert the URL into Google’s Mobile Friendly site analyzer.
The easiest way to make sure that your site doesn’t get penalized in search results for this is by making it responsive. That way, it will “respond” to the device on which it’s being viewed, and won’t encounter any problems on any mobile devices.
By writing original blog posts on major media outlets, you can get a lot more exposure to your own site.
For example, Neil Patel wrote a guest post on Entrepreneur.com.
Within the post, he included multiple links back to his own blog, Quicksprout.
One thing you might want to be wary of is reposting content from your blog to a major media outlet. Although the exposure would be good, Google penalizes duplicate content in search results.
But writing original content for major sites could help build your credibility as well as get more backlinks to your blog. For more on this, check out How to Pitch a Guest Post to Editors at 104 Major Publications by Jon Morrow.
Another quick way to get more backlinks for your blog is by using a service called Help a Reporter Out (HARO). This site is aimed at the tons of journalists out there who are writing stories on various topics and need quotes from experts.
When you sign up for HARO, you’ll get notified every time a journalist who is writing about a topic in your field needs a quote. Then you can send in a quick pitch offering a quote along with your business name and website URL.
This is a great way to get your name and blog on a news media site without having to write a unique guest post.
If you deeply understand your audience’s emotional experience at each stage of the buyer’s journey, you can consistently create high-quality content that not only sits at the top of Google’s SERP, but also drives sales.
The best part is that it’s actually really easy to understand your audience’s emotional pain points.
All you have to do is set up an autoresponder message for everyone who signs up for your e-mail list. As soon as someone subscribes, you can send them something like this:
Hey [name],
I get hundreds of “marketing” e-mails everyday from random companies that are just a pain to sort through.
I want to be different. I want to send you e-mails that you actually look forward to reading.
So to make sure that I send you the best possible content, I wanted to ask you a quick question… What’s the #1 barrier that’s keeping you from [whatever success you’re trying to help them achieve]?
Just “hit reply” to this e-mail and let me know. I read every response.
Thank you,
[your name]
You’d be surprised at how many people pour out their life story in response to that, which helps you to know exactly what’s going through their mind.
It’s even better if you ask for feedback at each stage of the customer journey. Derek Halpern of Social Triggers asks non-buyers for feedback right after they make the decision not to buy from him:
This way, you’ll know exactly how to create the right type of content that resonates at a deep level with your readers, gets shared, and ends up ranking high in the search pages.
This isn’t easy to do, but if you can do it, you’ll skyrocket the reach of your blog. People who invent terminology that catches on in their industry can really boost their SEO rankings.
For example, Brian Dean of Backlinko invented what he calls the Skyscraper Technique, which is a unique approach to creating content.
Now when anyone searches “skyscraper technique” on Google, his name is all over the web on multiple different sites.
To invent your own term, you don’t need to create some crazy new breakthrough idea in your industry. All you need to do is take existing points of view that are already out there, “repackage” them, and make them your own.
For example, Tim Ferriss wasn’t the first ever lifestyle design blogger, but he was the first to package up his ideas into the “Four Hour Work Week.”
Gary Vaynerchuk isn’t the first to talk about understanding the context of social media platforms, but he was the first to position as “Jab Jab Jab Right Hook.”
So there you have it — 20 ways to boost your SEO rankings!
As marketers, there are a lot of tactics out there that we could potentially focus on. But those who get world-class results get them by focusing on high-leverage activities that deliver real long term results.
Now I want to hear from you. What other SEO tips would you recommend? Leave a comment below!
Today I’m going to be talking about delayed gratification.
If you saw my second post on Facebook Live (How I Grew My Podcast from 0-80,000 Downloads), it was about how growth works. The takeaway: it took a very long time for me to grow my first podcast, Growth Everywhere. Every single day of the first year I was getting maybe nine downloads per day. In year two, it jumped up to 50 downloads per day on average.
Keep in mind that I was spending about one hour per week interviewing and an additional 5-6 hours editing. That’s seven hours per week, 28 hours per month. For nine downloads per day. Many people told me that my time would have been better spent elsewhere, because a lot of people expect ROI to happen quickly.
This is the VC-driven world we live in. Investors pump startups full of advertising dollars because they want them to scale really quickly. There’s very little patience for success.
But, oftentimes, the people who are very patient win the battle. Going back to Growth Everywhere as an example:
Then there’s Marketing School, which Neil Patel does with me, largely because Growth Everywhere impressed him. Marketing School has only been around for about seven months, but we’re about to hit 589,000 downloads a month. So growth has a cumulative effect.
Now, had I just given up at the one-year mark and said, “Well, you know, I’ve tried podcasting for a year. It doesn’t work…” I would have left success on the table without even realizing it.
So stick with whatever you’re doing now, as long as you’re passionate about it and as long as you are providing real value to interested customers. Learn to be patient and to delay your gratification.
Napoleon Hill, who wrote Think and Grow Rich, says that patience, persistence and perspiration make an unbeatable combination for success.
I think it’s really important to stay patient, myself included.
Oftentimes, I just want things to happen quickly, but just look at the Patriots, for example (those of you that follow football). If they can get the ball, they’re going to defer the ball to the second half, right? It’s because they can score right before the first half ends and then they can score again when the second half happens. They get a feel for the texture of the game. How’s the game going? How do they want to play it when the second half comes up?
That’s what you call it when they defer the ball, but this is basically delayed gratification, right? You don’t need to receive the ball upfront. You can wait a little bit and then see how things play out.
(Source)
When you think about it, you’re already willing to do this with other aspects of your finances, like your retirement account. Compound interest is incredibly powerful, but requires a ton of patience and delayed gratification.
Let’s say you put $10,000 into an index fund and you’re returning 7% a year. After the first year, you get $10.7K, which is not bad, but if you just leave that money there, if you let it sit for 40 years, at the very end, that’s going to be worth $149,000, assuming you don’t add any additional on top of the principal.
Now let’s say we start with $10,000 and we just keep adding $10,000 a year, so guess what? In 40 years, that becomes $2.2 million. Even if you’re not familiar with investing, I’m just saying, it’s really the same thing. You’re basically just waiting patiently and delaying gratification.
(Source)
I’m just using investing as an example because a lot of people understand it and are doing it in a smart way. But to me, the safest investment is business success. Being able to invest in what I can control, the team that I want to put together, what I want to work on—that’s the most powerful type of investment. And it’s also worth waiting for.
One of the businesses that I started with my friends was stagnant for about a year and a half. We could have easily thrown in the towel. We could have easily given up, but even after spending $100,000, we said, “Okay, let’s keep going.” As of last month, we finally generated revenue for the first time. And I think we finally found a model that can scale well for us.
When I became the CEO of Single Grain, we were basically insolvent. Then, a couple months in, people started to quit. When people quit, that basically means they’re firing you as their boss. That felt really crappy.
(Source)
I think the worst period was when my accounting company called — it was the accountant and the two founders — and they said, “Hey, is it time to give up? Is it time to throw in the towel? Things aren’t looking good right now.” I said, “No, I think we should keep on going.” I think that’s what it takes.
The first quote that I mentioned—that patience, persistence and perspiration make an unbeatable combination for success—I honestly think that’s true because I’m never the smartest person in the room or anything like that. I just keep going.
There are other situations with other companies that I’m going to list in the Growth Everywhere book I’m working on (called Leveling Up), where they waited many years. We’re talking maybe 10 years to really start seeing a breakthrough—all while working full-time jobs or scrambling for investments.
You should also check out my podcast interview with the founder of HireVue, Mark Newman: How to Almost Go Bankrupt 10 Times and Emerge as a $30 Million Dollar Company
Ultimately, success isn’t a race. It’s really a ladder. And we’re all just trying to level up at the end of the day.
This post was adapted from Eric’s Facebook Live videos: Growth 90 – DAILY live broadcasts with Eric Siu on marketing and entrepreneurship. Watch the video version of this post: