Category Archives: SEO

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5 Ways to Get More SEO Bang for Your Buck

5 Ways to Get More SEO Bang for Your Buck written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with John Jantsch on the 5 Ways to Get More SEO Bang for Your Buck

Every business needs SEO. If you’re a consultant or marketing agency, every single one of your clients is looking for you to get them results. They want to show up in search engine rankings—and not just show up anywhere, but rank competitively so that they get noticed by new audiences.

For experienced marketers, SEO isn’t complicated or difficult. We all know that there are certain things we need to do, like creating a website with the proper structure and implementing a content plan. Once you’ve covered the basics, you want to take your efforts to the next level so that you can really deliver for your clients.

These five techniques can help you take what your clients already have and turn it into even more valuable SEO fuel.

1. Optimize Your Old Content

Many business owners have produced lots of content over the years. If your client has been blogging for 15 years, there’s a ton of valuable content to tap into! The key is to go back and re-optimize that older content. Removing broken links, getting rid of outdated resources, and updating to be relevant for today’s audience is a great way to give your client’s existing content a boost.

This is also an opportunity for you to link to newer internal content. If your client has since created several explainer videos on the topic, plus a great podcast episode, why not include links to this newer material?

2. Embrace New Formats

Today, content is about so much more than blog posts. And fortunately a format like video can help you create exponentially more content in the same amount of time.

Take, for example, what I’m doing with this podcast. I’m actually recording this as a video, and will pull the audio separately to create the podcast episode that you’re listening to now. I’ll also create a blog post to accompany this episode. That means that in about ten minutes of work, I’ve suddenly created content in three separate formats (video, audio, and written word).

3. Add Video to Your Pages

Speaking of video, if your client doesn’t already have video on their website, now is the time to include content in this popular format. Not only are people more eager than ever to consume content in video format, video also helps increase your ranking with the search engines.

One of the ranking factors for Google and other search engines is dwell time (essentially, how long a visitor stays on a given web page). Longer dwell times lead search engines to infer that the content on the given page is relevant to the viewer, which they reward by giving you a boost in SERPs.

I’ve noticed on our site that pages that have video embedded on them encourage people to stick around. Visitors usually stay on these pages one to two minutes longer than pages lacking video. Even if they don’t watch the entire video, a video clip that can hold their attention for even 30 seconds will keep them on the page for longer than blocks of text would.

4. Get on Podcasts

I’ve talked before about the SEO benefits of guest podcasting. Lately, there has been a shift away from guest blogging and towards guest podcasting. Lots of businesses have started podcasts, and they’re hungry for guests to fill those episodes. Why not get your client on relevant shows?

Guest podcasting is great for a number of reasons. The time commitment is minimal; in 20 minutes of talking, you can create an entire episode. Plus, since you’re a guest, it’s up to the podcast host to edit the episode and do all of the behind-the-scenes work.

Podcasters are happy to link to your client’s website, ebooks, and other resources. This creates backlinks for their site, which are an important external element in building reputation and SEO. Plus, the podcaster will promote the episode through their networks and channels, bringing additional exposure to your client.

5. Collaborate with Clients to Produce Content

The final step to boosting your client’s SEO is a bit more involved, but it’s a worthwhile investment. Each month, work with one of your clients to produce content. This could be a video or podcast interview on your own site, a case study, a co-created survey, or just about anything else you can dream up.

Put together a package of content featuring and partnering with your clients. Through this process, you’ll generate backlinks and great content for both of you. Collaborating with your clients is great for strengthening your relationship with them, plus it can help you close more deals for yourself!

Prospects love to see examples, case studies, and the like. Co-created content touches on all of those elements. And when you’re producing and promoting your own content, you’re showing off your marketing prowess to potential clients.

As a marketer, you understand how to nail down the basics of SEO. When you’re ready to take things to the next level, these five steps are a great place to start. By amplifying your client’s existing efforts, you’re getting the most out of each piece of content they create and generating great SEO results with less heavy lifting.

Like this show? Click on over and give us a review on iTunes, please!

Opteo logoThis episode of the Duct Tape Marketing Podcast is brought to you by Opteo. Opteo is a Google Ads optimization software that helps you automate the day-to-day tasks so you can handle more clients in less time.

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They’ll also send you email or Slack alerts about sudden changes in account metrics, so you’re never left wondering what’s happening with your Google Ads accounts.

To get a free, 6-week extended trial, exclusively for Duct Tape Marketing Podcast listeners, head over to opteo.com/ducttape.

What to Pay Attention to in Google Search Console

What to Pay Attention to in Google Search Console written by John Jantsch read more at Duct Tape Marketing

Are you using Google Search Console for your business? If not, now is the time to verify your domain so that you can dive into the mountains of useful data available to you through Console’s reports.

Because there is a lot of valuable data to sort through, it can be difficult to know where to start if you’re new to the platform. Don’t worry, I’m here to walk you through all the most important reports, filters, and numbers to pay attention to.

Search Analytics Report

You should get things started with the Search Analytics Report. This will give you valuable information about how your site performs in Google searches. You can slice and dice this data in a number of different ways, but these are the most important elements to consider.

Impressions

Impressions measures how many times your site came up in a search result. Now, there are no qualifiers on this number—Google will count any appearance as an impression, even if your site was on the tenth page of SERPs and likely wasn’t actually seen by the searcher.

Still, this number can give you a general sense of how broad an audience your site is reaching, and it can help you set realistic goals as you try to get noticed by more people.

Clicks

Clicks represent the number of times someone clicked on your website from the Google SERPs. This number can be a bit of a misnomer because Google doesn’t tell you about all of your clicks—they’re vague about why this is, but cite some privacy concerns. However, like with impressions, clicks can give you a general sense of interest in your website coming through search results.

Click-Through Rate

Click-through rate (CTR) is the number of clicks divided by the number of impressions. This number can help give you a sense of how relevant your pages are for certain search terms. A high CTR means that the title and description for your page are grabbing the attention of searchers. But don’t stress if you have a low CTR; because some impressions are for searches where you were on page 10 of results, this number is not always indicative of a poorly optimized meta description.

Position

Position is all about where your page ranks in search results. Each page of Google’s organic results has 10 links, so if your position number is 10 or lower, that means your website is displaying on the first page of search results.

Search Query Report

The Search Analytics Report can help you understand how your site stacks up against competitors on results pages. The Search Query Report, on the other hand, helps you see how people are finding your site in the first place.

This report is valuable because it tells you the real-world terms, questions, and phrases that your pages are ranking for. Sometimes there are some real surprises in here, and knowing what customers are actually keying into Google can help you refine your SEO and even tweak your products and services to better address their real needs.

Go Landing Page by Landing Page

One of the major benefits of Google Search Console is that it allows you to break all of this data out by individual landing pages. You can see what search terms are ranking for each individual page, which is hugely valuable.

If you have a low CTR for a given page, it might mean a few things. Either your title and meta description aren’t compelling, your SEO is off and you’re ranking for a term that doesn’t really make sense for the query, or the term is general (and therefore competitive) and you need to find a better way to stand out.

On the flip side, a high CTR can tell you that you’ve struck gold. Maybe this isn’t a term you thought would speak to customers, but something about it is obviously resonating and getting results. Once you see the term that the landing page is ranking for, what else can you do to make the content on that page even more relevant to that search term? And are there ways to tailor other pages on your website to speak more directly to the intent behind this term?

Find and Fix Errors

The mobile usability and crawl reports on Google Search Console are also helpful for identifying issues with your website and making it more user-friendly.

Mobile usability allows you to see which pages on your site don’t perform well on mobile. Maybe elements are jumbled or the type is too small; whatever the case, the site is not well suited to smaller devices. Once you know that, you can make a fix (which is important, because the majority of searches today start on mobile devices).

The crawl report allows you to understand what Google sees when it crawls your website. Google crawls websites to learn what the site is about, and the information that they find on their crawl affects how you rank in their results. If your site is difficult to crawl, you could be falling behind on rankings even if your website content looks great to the human eye. Use this report to make your site as appealing as possible to the Google computers that are indexing websites to give your site the best shot at ranking well.

Google Search Console is one of the most powerful tools available to small business owners. Unfortunately, some are unaware of its benefits or are intimidated by the wealth of data it provides. However, when you know which reports to run and which numbers to look out for, it can completely transform your approach to SEO and marketing.

5 Steps to Effective Keyword Research

5 Steps to Effective Keyword Research written by John Jantsch read more at Duct Tape Marketing

If you want to rank well in search results, you have to undertake keyword research. This is the process of researching the search terms that users actually enter into search engines.

The way that you think about the solution your business offers might be different from the way a prospect thinks about their problem they’re looking to solve. This disconnect can lead you down the wrong keyword path and keep you from finding the most interested prospects.

That’s why keyword research is so critical. It gives you real-world knowledge, which empowers you to show up in the right searches. Not sure where to start? Here are my five steps to effective keyword research.

1. Brainstorm on Your Own

Any good research project grounded in the scientific method, begins with listing out your hypotheses. Brainstorm a list of the words, terms, and questions you think people are searching for when they’re looking for your business or the type of solution you offer.

These may be terms that are related to what you do or sell, they may be based on your location, or they may be questions people could have about your area of expertise.

Let’s say you’re an electrician in the New York metropolitan area. What are the kinds of things people who need an electrician might search for? They might have a question like, “How do I install a hanging light fixture?” They might also search for your services more directly, using the phrase, “electrician near me.” Or maybe it’s something more specific to the kind of service you offer, such as, “same day service electrician NYC.”

Once you’ve come up with your own list, ask your team to do some thinking, too. They might have a different perspective that opens you up to terms you wouldn’t have hit upon on your own.

2. Let the Googling Begin!

Next, you want to open things up to the broader world. You can start getting a sense of how people actually search by going to Google and seeing how it auto-completes your terms.

Sometimes you find something interesting or unexpected. Going back to the electrician example, say you type “lighting installation” into Google. What you find as you begin to type in the search term is that two of the suggestions are about lighting inside cabinets. Perhaps you were thinking of that as more of a niche request, but it actually seems like a pretty popular search term. If this is a service you offer, maybe you want to think more deeply about trying to rank for that term.

You should also check what search terms you already rank for using Google Search Console. This will help you identify the terms that are working for you and how you can improve them further.

3. Narrow it Down

Now that you have a healthy list of potential terms, you want to create your short list. Ideally, these are approximately five foundational phrases and eight to ten long-tail phrases.

The foundational phrases speak to the heart of what your business does. These are the keywords that you want associated with your home page and with specific landing pages related to your most popular offerings or areas of expertise.

How you select the foundational keywords should be strategic. They can’t be too narrow (that’s what the long-tail keywords are for), but going too general means that it will be harder to rank for that term. Returning to the electrician example, “electrician” is likely too broad, but “electrician with expertise in kitchen appliance installation in NYC with quick turnaround time” is likely too narrow. Aiming for something in between the two, like “same day NYC electrician,” is best.

Long-tail keywords are about intent. The person who Googles “NYC electrician” likely has a different intent than the person who Googles “how to install recessed lighting.” With long-tail keywords, you want to target the second type of search, one with a clear intent and specific problem. These keywords will link up to detailed, related content you have on your website. In the above example, that might be a blog post or explainer video about the work involved and costs associated with installing overhead lighting.

4. Use Google’s Keyword Planner

Now that you have a list of 15 or so search terms, you want to run them through the Google Keyword Planner. This is a free tool that allows you to check the popularity of the keywords on your list, find new keywords you hadn’t thought of, and get bid estimates.

At this point in your process, nothing should be set in stone. You might find that one of the keywords on your list is highly competitive (and therefore costly), so it might be back to the drawing board. Alternatively, you might happen upon a great keyword you hadn’t thought of on your own—don’t hesitate to throw that into the mix.

The thing about keyword research is that it’s an ever-evolving process. Once you do select your final keywords, you should revisit your Google Search Console once a month to see how things are going. If you find that one of your keywords remains unsuccessful month-over-month, replace it with something else.

5. Aligning Your Keywords with Content

As I said earlier, these keywords are page specific. While you want to use your broadest keywords on your homepage, you can get more granular on the other pages of your website.

That being said, you want to make sure that the content on the page aligns with the keywords you’ve selected. For example, if you’re that electrician and you have the long-tail keyword “how to install recessed lighting” for one of your web pages, you better be sure there’s detailed information about recessed lighting front-and-center on that page! If someone clicks through a search result and finds information about appliance installation crowding out the top of the page, they’re going to be confused and frustrated. That’s not what they were looking for, so they’ll bounce right back to the SERP.

More broadly, you want to ensure that this content is the voice of your strategy. Yes, the keywords and content should line up, but the content should also speak to your larger strategic goals. If your business doesn’t make much money on installing recessed lighting and you’re trying to get away from offering those services, don’t include those keywords and content as a focus on your site, even if it is a popular search term. Or, if it is a popular search term, perhaps there’s a way for you to restructure your pricing and offerings to make that service more profitable for you so that you can meet the demand in the market.

As with all things in marketing, keyword research really about something much bigger than just picking out some search terms. An effective approach to the process will take your larger strategic goals into account and will help you to reach your broader business objectives. By being systematic about your keyword research approach, you can find the terms that give you the best shot at ranking with those prospects who are most in need of the products or services your business provides.

Why Being a Podcast Guest Is Your Secret SEO Weapon

Why Being a Podcast Guest Is Your Secret SEO Weapon written by John Jantsch read more at Duct Tape Marketing

We all know that there’s a lot of SEO value in generating your own content. Blogs, videos, webinars, and podcasts are all great ways to build your brand’s online reputation, drive more traffic to your site, and boost your SERP standing.

But creating your own content takes a lot of time and effort. Fortunately, guest podcasting allows you to generate the SEO benefits that come from content creation without all of the legwork of building the content yourself from scratch.

Want to learn more about how being a podcast guest can supercharge your SEO? Read on!

Build Your Reputation

When you’re a guest on a podcast, you immediately gain trust and credibility. Someone who produces a show invited you on as an expert in your field; that means something!

Not only does this help you build trust with your audience, it gets your name out to their audience. People who are listening to this podcast are likely already loyal followers of the show and the host’s brand. They trust the host’s opinion, and the host’s endorsement of you is noteworthy for their audience.

Plus, appearing as a guest helps you gain credibility with other podcasters. With each guest appearance you do, you should turn around and pitch other podcasts hosts—those who have even bigger followings. As you continue to be a guest on more shows with a greater reach, your reputation will grow and you’ll attract more and more attention to your business’s online assets.

Collect More Backlinks

With each podcast you’re on, you’re generating more backlinks for your website. Podcast hosts often post show notes and transcripts on their website to accompany each episode. You and your business’s name will be tagged in all of the content for your episode, creating backlinks and driving more traffic to your website.

And again, this has a cumulative effect. For each podcast you are a guest host on, you generate more and more backlinks (with more and more reputable websites) which is an important ranking factor in SEO.

Increase Social Media Mentions

It’s not just about directing more attention to your website. Being a podcast guest also gives you the opportunity to generate more traffic and attention on your social media pages.

Podcast hosts are excited to promote each episode, and will tag you and your business in their posts. You want to get involved, too. Share the link on your own social media, tagging them back. Interact with fans who are responding on social media, either on your page or the host’s page.

Engagement on social platforms can help you generate more followers and increase the SEO rankings for your social pages as well.

Generate Additional Content for Your Website

The great thing about podcasts is that, like video, the audio can be a jumping off point for even more content. You can easily transform a podcast transcript into a blog post about the topic at hand. Or you can generate a series of tweets based on quotable content from your episode. You can even use the audio to put together a video with relevant infographics and slides.

The more meaningful content you can generate on your website, the better off you’ll do in SEO. And repurposing that podcast episode is an easy way to generate additional content with minimal effort.

Get Visitors to Stick Around Longer

Google likes to keep all the specifics on how they calculate SERP rankings under wraps, but there is a strong indication that dwell time—the amount of time visitors remain on a given page—influences SEO.

Embedding your podcast episode on your website is a great way to get someone to stick on that page for a long time. While they might skim a blog post or watch a quick explainer video within a few minutes’ time and then bounce away to another website, a podcast episode requires that they stick on the page for 20 or more minutes.

Reap All the SEO Rewards with a Fraction of the Work

The best part of all this is that guest podcasting allows you to get all the benefits of SEO with very little work. Producing your own podcast requires a lot of time and effort. You have to record, edit, create accompanying blog posts and transcripts, promote it with your audience, and worry about building a following for your show.

If you’re a guest on someone else’s podcast, they have to handle all of that. You simply show up, share your expertise, and use the results to generate more attention for your brand. Yes, there is work that goes into being a podcast guest, but it is a fraction of the work you’d put into creating your own show.

Being a podcast guest is a great way to increase your exposure with potential customers and to boost your SEO. From creating more content for your own website to generating backlinks and building your online reputation, the benefits are many.

What’s Included in a Perfectly Optimized Homepage?

What’s Included in a Perfectly Optimized Homepage? written by John Jantsch read more at Duct Tape Marketing

When you’re trying to get your business noticed online, you need to create a website that stands out. While your site must have a great user experience and make it clear to visitors what your business does, you must also be sure it’s optimized to keep search engines happy.

Building a site with the following attributes will not only make it easy for visitors to understand who you are and to navigate through the rest of your website, it will also make for a strong approach to SEO.

An HTTPS Certified Site

First thing’s first: Both visitors and search engines want to know you site is secure. Google’s Chrome browser has started warning visitors that a site is not secure if it does not have its HTTPS certificate, and they’ve also made it a ranking factor.

Switching to HTTPS is simple, and most web hosting platforms will do it at little or no cost for existing customers. If you don’t switch, you risk falling behind your competition who have made the switch.

Fast Load Time

Another ranking factor is how quickly your site loads. Load time can vary from desktop to mobile devices, and you want your site to be quick on both. If you’re not sure where you stand, check out the PageSpeed Insights tool from Google. The tool gives you a rating—green, yellow, or orange—for your site.

If your site isn’t loading as quickly as you’d hoped, talk to your web developer about strategies to increase the speed. Sometimes it’s as simple as eliminating some of the bigger items and sticking to just simple text and images on your homepage.

Crawlable Content

Search engines like Google go out into the world and crawl websites, looking for information on sites that tell them what the website is about. This is how a search engine determines which queries you should be ranking for.

Let’s say you own a home painting business in the Atlanta area. They’ll likely see terms on your site like “home painting,” “exterior painting,” “contractor,” or “home repair.” They’ll also see your location and contact information. Google then determines, based on what they find, where you should be ranking in a given query. That’s why you’ll turn up in a search for “home painters near Atlanta,” but not “party planner in Seattle.”

Only some website content is easily crawlable, though. Using HTML and simple text on your homepage gives you the greatest shot at getting properly indexed, so that you show up in search results for the most relevant queries.

Include Your Value Proposition

Your value proposition must be clearly highlighted on your homepage. Again, when search engines crawl your website, they’re looking for relevant information about what your business does. Your value proposition not only makes that clear for search engines, it also makes it easy for human visitors to immediately know and understand what your business does.

Featuring your value proposition above the fold, front and center, and in a simple text format, keeps all visitors happy and well-informed.

An H1 Tag and Alt Text for Images and Logos

Another way to get more relevant keywords onto your homepage is to include them in your H1 tag and Alt text on images.

An H1 tag is basically the heading at the top of the page. It’s something that search engines will look to for information on what the website is all about. It will also let visitors know what they can expect to find on the rest of your site. So it’s important that the H1 tag accurately portrays what your business does, and includes keywords in a way that doesn’t make the language seem unnatural.

Alt text can be used to let search engines know about the content of a certain image. They are another way to include additional keywords on your homepage. The Alt text description should really describe what the image is, but you can also use keywords that you’re hoping to rank for.

Let’s say you’re the owner of a local art school in Dallas. There is an image on your homepage of students at pottery wheels, making bowls. The Alt text description could read “pottery students at XYZ Art School Dallas, Texas.” That not only accurately describes the photo, but also includes your business’s name and location.

The Right Metadata

Metadata is the information about your business that is displayed on SERPs. The title is the blue link that you’ll see on Google, and the meta description is the grey type underneath, which gives people a little more context about what they can expect to find if they click on the link.

Make sure that the title and meta description for your homepage are more than just your business’s name. Including something more specific about the products or services you offer, or your location (if relevant). This will help you appear in appropriate searches and also give people a greater sense of what you do.

For example, Duct Tape Marketing’s title is, “Duct Tape Marketing: Small Business Marketing Consulting” and our meta description is, “Simple, effective, and affordable small business marketing system and home of the Duct Tape Marketing Consultant Network.”

Your Contact Information

This may seem obvious, but you’d be shocked by the number of businesses who neglect to include their contact information on their homepage.

Not only is this wildly helpful to visitors who might want to reach out to you with further questions or to make a purchase, it’s also a ranking factor for search engines.

Your contact information should be correct, and should sync up with what search engines will find on your Google My Business profile and other online directories. If there are inconsistencies on your business’s name, location, or contact information, that can hurt how you rank in SERPs (and it can certainly confuse your customers).

You want your homepage to get noticed by customers and prospects who need the solutions your business offers. The best way to do that is to create a homepage that ranks well with search engines and is user-friendly for human visitors. When you optimize your page for both man and machine, you create an effective online base for your business.

If you want to talk more about how to optimize your business’s homepage and website, schedule a consultation with our team.

How Small Businesses Can Compete in the Online Marketplace

How Small Businesses Can Compete in the Online Marketplace written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Dan Breeden
Podcast Transcript

Dan BreedenToday’s guest on the podcast is Dan Breeden, senior manager of strategic alliances for Yahoo Small Business.

Breeden and the team at Yahoo Small Business have been helping entrepreneurs establish their presence and compete in the crowded online marketplace for 20 years.

On today’s episode, we discuss the seismic shifts in customer behavior that have occurred over the past 10 years, and how small businesses can leverage their strengths to compete with the giant corporates using AI and machine learning to create highly personalized shopping experiences.

Questions I ask Dan Breeden:

  • What is the state of Yahoo Small Business, and what do you offer?
  • How would you describe the evolution of customer behavior over the last decade?
  • How can small businesses compete on the tech that consumers have come to expect in their dealings with giants like Amazon?

What you’ll learn if you give a listen:

  • How storytelling and personalization are linked, and why knowing your customer empowers you to build real relationships with them.
  • Why knowing your customers really well can help you compete with the AI and machine learning used by the big guys.
  • Why the most important part of analytics for a small business is deciding what to do with all the information you gather.

Key takeaways from the episode and more about Dan Breeden:

Like this show? Click on over and give us a review on iTunes, please!

Klaviyo logo

This episode of the Duct Tape Marketing Podcast is brought to you by Klaviyo. If you’re looking to grow your business there is only one way: by building real, quality customer relationships. That’s where Klaviyo comes in.

Klaviyo helps you build meaningful relationships by listening and understanding cues from your customers, allowing you to easily turn that information into valuable marketing messages.

What’s their secret? Tune into Klaviyo’s Beyond Black Friday docu-series to find out and unlock marketing strategies you can use to keep momentum going year-round. Just head on over to klaviyo.com/beyondbf.

Getting Smart About the Business of Education

Getting Smart About the Business of Education written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Danny Iny
Podcast Transcript

Danny InyToday on the podcast, I chat with Danny Iny, founder and CEO of Mirasee. An education expert, Iny began his company to help other experts create and market online courses in their field.

In addition to running his business, he is the best-selling author of nine books, including his most recent, Leveraged Learning: How the Disruption of Education Helps Lifelong Learners and Experts with Something to Teach.

On this episode, we discuss the new book, how the educational landscape has shifted dramatically over the past few years, and how both learners and experts can take advantage of the online learning revolution.

Questions I ask Danny Iny:

  • How has the culture shifted to make entrepreneurship more appealing?
  • What is leveraged learning?
  • How is education changing, and can colleges keep up?

What you’ll learn if you give a listen:

  • How we define the fundamental role of education.
  • Why it’s important to think about desired outcomes for education before committing to a program.
  • How the maturation of the online educational market is leading to a shift in expectations.

Key takeaways from the episode and more about Danny Iny:

Like this show? Click on over and give us a review on iTunes, please!

Marrying Content with the Customer Journey

Marrying Content with the Customer Journey written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Arnie Kuenn
Podcast Transcript

Arnie KuennOn today’s podcast, I speak with Arnie Kuenn, an international speaker, author, and founder and CEO of Vertical Measures.

Prior to founding the digital marketing agency Vertical Measures in 2006, Kuenn founded several other businesses, including MediaChoice, an internet startup whose clients included the major television networks, plus music and movie studios.

Kuenn now runs his business and travels the world speaking and running training workshops on marketing. He is also the author of several books, including his latest, The Customer Journey: How An Owned Audience Can Transform Your Business. On this episode, we discuss the customer journey, and the role that effective content marketing plays in guiding buyers through the journey.

Questions I ask Arnie Kuenn:

  • What made you decide to write the book as a fable?
  • How would you define the customer journey?
  • What’s the connection to content throughout each stage of the customer journey?

What you’ll learn if you give a listen:

  • Why good content comes from understanding people’s pain points.
  • How putting yourself in the buyer’s shoes can help you identify gaps in your content.
  • Why digital marketing allows you to meet prospects at their time of need.

Key takeaways from the episode and more about Arnie Kuenn:

Like this show? Click on over and give us a review on iTunes, please!

Klaviyo logo

This episode of the Duct Tape Marketing Podcast is brought to you by Klaviyo. If you’re looking to grow your business there is only one way: by building real, quality customer relationships. That’s where Klaviyo comes in.

Klaviyo helps you build meaningful relationships by listening and understanding cues from your customers, allowing you to easily turn that information into valuable marketing messages.

What’s their secret? Tune into Klaviyo’s Beyond Black Friday docu-series to find out and unlock marketing strategies you can use to keep momentum going year-round. Just head on over to klaviyo.com/beyondbf.

Questioning Best Practices to Do Great Work

Questioning Best Practices to Do Great Work written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Jay Acunzo
Podcast Transcript

Jay AcunzoToday on the podcast, I speak with author, keynote speaker, and founder of Unthinkable Media, Jay Acunzo.

Acunzo began his career at tech giants, including Google and HubSpot, and he now travels the world as a public speaker and the creator of documentary series about people who do great work, which he builds with B2B brand clients.

On today’s episode, we discuss his latest book, Break the Wheel: Question Best Practices, Hone Your Intuition, and Do Your Best Work, which is about how people make better decisions, faster, when they’re surrounded by conventional wisdom.

His work has been cited by various publications including the New York Times, the Washington PostFortuneForbes, and FastCompany.

Questions I ask Jay Acunzo:

  • What is the process for asking better questions to find solutions for your business?
  • How does the fear of breaking the wheel hold people back from asking the necessary questions?
  • Where does intuition factor into the questioning process?

What you’ll learn if you give a listen:

  • Why you need to focus on emotions, not rationality, when thinking about marketing.
  • How to get your marketing assets working together to ensure your long-term success.
  • Why focusing on what works “on average” is dangerous.

Key takeaways from the episode and more about Jay Acunzo:

Like this show? Click on over and give us a review on iTunes, please!

Klaviyo logo

This episode of the Duct Tape Marketing Podcast is brought to you by Klaviyo. If you’re looking to grow your business there is only one way: by building real, quality customer relationships. That’s where Klaviyo comes in.

Klaviyo helps you build meaningful relationships by listening and understanding cues from your customers, allowing you to easily turn that information into valuable marketing messages.

What’s their secret? Tune into Klaviyo’s Beyond Black Friday docu-series to find out and unlock marketing strategies you can use to keep momentum going year-round. Just head on over to klaviyo.com/beyondbf.

How Businesses Can Survive the Latest Marketing Rebellion

How Businesses Can Survive the Latest Marketing Rebellion written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Mark Schaefer
Podcast Transcript

Mark SchaeferToday on the podcast, my guest is marketing expert, speaker, author, and college educator Mark Schaefer.

Schaefer is a globally-recognized speaker and author. He’s contributed extensively to major publications including The New York Times, CNN, NPR, Wired, the BBC, and CBS News. He is also the author of six best-selling books on marketing.

On today’s episode, Schaefer and I discuss his latest book, Marketing Rebellion: The Most Human Company Wins and how marketers can help businesses survive and thrive in an environment where the customer journey is dead, brand loyalty is gone, and customers have become the marketers.

Questions I ask Mark Schaefer:

  • What is today’s marketing rebellion?
  • Is there a way to approach customer loyalty—that’s radically different from what we do today—that would actually increase loyalty?
  • Why hasn’t social media humanized companies as much as we initially thought it would?

What you’ll learn if you give a listen:

  • Why loyalty is over, and what you can do about it.
  • Why you can’t be in a community, you have to be of a community.
  • How to build an emotional attachment to people rather than product.

Key takeaways from the episode and more about Mark Schaefer:

Like this show? Click on over and give us a review on iTunes, please!