Our favorite marketing tools for Q3 2024, and Old marketing that still drives major ROI

0:28Guys, we're going to start with some classics here. I took some of our YouTube videos. You basically take links of your YouTube videos and you put it in there. It does a really amazing job of finding the right moments and clips them. And the title is great too. And so what I've been doing today, I ran a test for next five days. I'm going to be running a test. And I've been just taking these like two to five minute videos. Like let's say we're talking right now. And today I posted one with Jason Cohen where he, you know, he grew WP Engine to 400 million, right? He had some good, he had a good snippet on like, Hey, when should you raise money?

0:56When should you not? It's not like a bad thing or a good thing. He just gave give you his feedback. And that actually got some pretty good reach on Twitter and LinkedIn. And so it's free to use right now. Just type in a tryoverlap.com and you can sign up for it. And I think this is going to be very helpful for us in terms of scaling out our content and repurposing a lot more. Because if you figure you post to Twitter, okay, and then you do threads, right? They took a Joe Rogan episode with Peter Thiel. Did you see that one? Yeah. I didn't watch the whole thing yet. You saw the meme though that's going around?

1:27No, I didn't, but let's come back to that. But what Overlap did was they took the whole episode and then they basically chopped it all up. And then that tweet alone got 300K views. And I think that's going to be their growth strategy. Just take from the top podcast and just keep doing that. And I'm like, wow, I'm going to do that for Twitter and I'm going to repost it to threads. I'm going to do a smaller version on LinkedIn and then I'm going to find other places to repost to. But that's why I think this is amazing. And it's free right now. And it's working. I saw your LinkedIn post. It showed up on my feed with Jason Cohen, right?

2:00Jason Cohen, yeah. Dude, my LinkedIn post usually didn't get much reach right now, right? It was a good one. Yeah. And what's funny about him is most people don't know this. WP Engine, he's raised quite a bit of money, but it does 400-something million in annual reoccurring revenue. His previous business was sold for, I think, 400-something million as well. Then it resold for 2 billion. You saw that, right? I didn't know that it resold. Did you read the whole post? I didn't read it at all. It was on my phone. But I knew it sold for 400-something. And then I'm assuming someone did Boltons, they grew it, and then they resold it.

2:29But he bootstrapped that one. He bootstrapped it. And I would say his background isn't marketing, but he's an underrated entrepreneur. He's really brilliant. And I really do say he's underrated because not too many people follow him, but he has great advice. And he knows quite a bit about marketing. Now, for my favorite tool of Q3 2024 is Waymo. Is it Waymo? Waymo, yeah, the Uber, the robotic. No, no, Zaymo, Waymo, Zaymo. Waymo's the self-driving cars. You don't use Waymo? It's around our area. The self-driving? No. I'll give you a code. Z-A-Y-M-O.com. Check it out. So again, Z-A-Y-M-O. And the reason I mess up on the name, and I think they did a terrible job with branding, every time I hear this name or see it, I always think of Waymo, the Google self-driving car.

3:24and it's just been around forever. But Zamo is a new type of email marketing tool. So imagine you're selling a product and you're selling a product for a t-shirt, right? You're a fashion company. You sell a t-shirt. You have 10 different colors and you have four different sizes, right? Extra small, small, medium, and large. I'm making them up. You can end up sending an email promotion for the product you're selling, that t-shirt. in the email, they can select the size and color and click a button and buy still in the email. They don't actually go to your website. They just click in your email and it purchases it and it sends it to you.

4:07They're using AMP technology, you know, like the old AMP URLs, right? For mobile, they're using the AMP technology to allow you to be able to, as a marketer, send emails that create the experience where someone can just purchase within the email without even leaving that, not just the email application, but without even leaving that single email that you sent. Your conversion rates are so high on this. I'm seeing deliverability a little bit lower. Conversions are higher, right? But deliverability, because it's not pure. How much lower? It's case by case, but we're usually seeing like five, six, up to 10 % lower.

4:44Wow. I'm just looking at the site right now. You can get reviews. You can send surveys. You can do quizzes. you can also upsell, cross-sell. I think this is phenomenal. So this is a good find. And is it expensive? Let's look at this. 99 monthly for 50 ,000 active profiles. 299 a month for 150 ,000 active profiles. Someone's going to end up crushing them by just releasing a free version. Yeah, and the thing with AI in the next couple years, someone's just going to duplicate a version of this in like a day and give it away for free. But it's cool. Hey, I hope they do well. This is great. I think they raised some money.

5:18what's funny is when I first met them and then I tried out the software and stuff I just tried buying them. Just sell the company to me. And how'd that work out? And they're like, no. I'm like, okay just sell the software to me. A copy of the software. I don't need the brand. Because I don't want the brand. Why would they do that? There's no upside to doing that for them. I'm like, just sell me the software. It'll be your funding round and then I'll just go and do whatever I want. So they raised 500 grand and they raised that pretty recently in April. I think they raised some money before that yeah well that's all I said precede from Y Combinator yeah where'd you meet him?

5:56Utah, some event and then I eventually got around to playing with it you know I'm a slow adapter when people tell me stuff to actually use it I then ended up using it I had some other people in e-commerce use it so I can get data and then I saw decreases in deliverability not right away but slowly over time that conversions, you definitely saw increase. I got to take a minute to tell you about the Agency Owners Association. This is a peer group for agency owners, think YPO or EO, but for agency owners. And I just wanted to read you a couple of testimonials. So this first one comes from Carrie and we asked her, what do you like most about the group?

6:31She said, having a group of people to discuss and bounce ideas. The leads are great too. Yes, we share leads in this group as well. This one from Alian, he says, the ability to really post whatever I want and need. And the group response. Great experienced members, getting a lot of insights from conversations with other members, getting a lot of value from sessions from Eric, getting advice from others as well. And so if you want to grow your agency faster and you want a peer group to do so, just go to marketingschool.io slash agency. This is a group that both Neil and I created. And our hope here is to create a vibrant community of agency owners and do a lot more with it in the future.

7:03So again, marketingschool.io slash agency, and we'll see you inside. Dude, we should also talk about old marketing that still drives major ROI. So this year, I mean, for context, Neil and I were both speaking at two events together, I think. HubSpot, Inbound. And then This Is Marketing in Germany. We're going to be in Frankfurt. I've never been to Frankfurt. Have you been to Frankfurt? I've been all over Germany. Frankfurt as well? I used to go to Germany every month. But not Frankfurt. I've been to Berlin. Frankfurt, Berlin, Hamburg, Dusseldorf, Munich. I've been everywhere. Okay. So I've been to Munich too.

7:35So we, I think it's, sometimes people are always like talking about the new things and new things. But I think it's also helpful to talk about what's the old stuff that still works. And so maybe we'll spend some time talking about that. And for starters, live events work really well. That's why I'm talking about live events. Events in general work really well. You do webinars, I do webinars. Dude, I did a webinar last week and it wasn't like a guy, we restreamed it for the first time. And Neil was one that brought me over to this because he streams it to multiple channels. Because sometimes I'll see you push it to Instagram live.

8:05Nobody's watching on your Instagram live, but there's still like 200 people watching it. If there's this one person that buys from that, it's totally worth it. Last week we saw there's like 500 viewers on the link. I was like, that's not going to get anything. Dude, we got two major leads from that. Wow. Just from 500 views. It just doesn't matter at the end of the day. Events go a long way. Do you do the QR code? We haven't done it yet. We're going to add that for next time. Oh, it makes such a big difference. Our weenie, weak version of it did pretty well for us. So yeah. Yeah. Some of the old stuff that we still do that just does really well is partnerships with other companies.

8:42Like if Eric owned an agency that did web design and I owned an agency that did marketing, this is a hypothetical because we both do marketing. I can send him web design clients and he can send me marketing clients. It just does extremely well. another strategy that we've both been doing in marketing for ages and it's old is updating old content like if you had old content that was ranking but it's slowly diminishing and you know dropping in rankings and the returns from that page are diminishing update it but where people get it wrong is they think oh i should just update my page every month if you update it too much it actually doesn't help you we found that if you update it a few times a year and you're keeping it relevant.

9:26If it's a page that needs to be updated daily or weekly, like a deal site or something, that's different. But if it's an article, updating once or twice a year is usually good enough. You just got to look to see what others are doing that you're not doing to just make it better and make it super thorough. And we're finding that really helps drive more traffic the moment you do that. We should go back to the partnerships for a moment because oftentimes people ask us about how do you structure the partnership? So the way I think about the partnership, let's say you're the web design agency and I'm the performance agency.

9:53I'll say, okay, we're going to send you a couple of leads, right? Our expectation, our hope is that you would send us leads back. And usually if we send you like three, four, and we get nothing back, maybe we'll even send you like six of them. If we get nothing back, we're probably going to move to somebody else. And that's the same thing for you guys, right? Yeah, we try not to do partnerships where it's commission-based. We try to just do partnerships where it's just like, I help you, you help me. We don't really keep a tally, but we do keep a tally in a sense that if someone's driving a zero and we keep driving a business, then we look for a different partner.

10:22but we won't look at it as, I drove you two customers, you owe me two. You're not going to go tit for tat. There's a general feeling. Like, hey, I drove you 10 customers. You don't even try to drive us one. You haven't given us one lead. This is not working out. You're just using us and we're getting nothing in return. Email marketing obviously still works really well. And we use our email list to drive a lot to webinars. I saw you send something this morning where I think you sent a Seinfeld email, just so everyone knows. A Seinfeld email is where you just share a story about a random thing that happened.

10:51And at the very end, you just have a call to action. You're like, you just told a story. And at the very end, here's three booking times for strategy calls with my team. And I'm like, that probably looks like it works decently. It works decently. Another thing that we've been doing, and this is a little funny, we're showing it to a percentage of our visitors. We just, you know, our color scheme for our website is orange. So we just have a random squiggly orange that just pops up in different places as you scroll, like just randomly and it disappears. people click on it and they fill in their opt-in info not a full lead but like you get an ebook name email it's working extremely wait i don't get it okay explain how that looks okay so um imagine a teardrop okay so a little circle and then but at the top like it's a little squiggly and imagine it just changing shapes you know to like being thin and squiggly and moving just random shapes, okay?

11:46But really tiny, like it's a blimp on the radar, right? But you're seeing it in random places of the page as you're scrolling. So people start clicking on it and they're putting it in a... So it'll randomly show up on like one of the download buttons or whatever and they click on it? No, no, no. You're browsing. It can show up anywhere and anywhere in the white space. Not over text. We put it in the random white space. It's not placed specifically. And as you scroll, it'll disappear and it changes location and people just click on it. Oh, so if you click on it, that's when the thing - Pop-up appears.

12:16Oh, got it, got it, got it. Because you become curious on what that thing is. Yes, it's converting really well. Oh, that's funny. That's so random. That's not an old marketing thing, though. But it's going back to the pop-ups. But what we did is instead of having a static call to action, we ended up making it and we're just shifting it into random places and changing up the design. The key, though, that we found is if your opt-in is really, really good and you're giving something crazy of value, people love it. If it's not, they hate it. Like, stop showing me this stupid thing. The number one challenge for businesses is hiring.

12:47And more specifically, the number one thing I get asked for all the time is, Eric, where can I go find an amazing marketer? And the reality is right now, when you think about the world, we have inflation. That also means wage inflation right now. And it means that when it comes to hiring talent, you can't spend as much as you would have in the last couple of years because it's just become too cost prohibitive. And so we've partnered with one of the best offshore recruiting firms. When it comes to marketing, they've been a great asset for us, and I believe that they will be a great asset for you.

13:15All you have to do is go to marketingschool.io slash hire. Again, it's marketingschool.io slash hire to learn more. You can fill out the form there, and we're going to place you with the best marketing hires that we can help you find. Speaking of offers, I think we should give Alex Ramosi some credit. It turns out that he actually has an offers book called$100 million offers, but he actually has a workbook. but basically just summarizes what a good offer is and there's an entire workbook. I still do think like talking about old marketing that the offer is the highest leverage thing or one of the highest leverage things you can do in addition to maybe pricing, for example.

13:50And so if you have a really good offer, it's a no brainer. Then people are going to going to take it. Right. And so I think it's worth it for your team, your marketing teams to study this book because it's like it's basically like a quick summary again on what a good offer is. And it's an entire workbook. And so you put them through it. They should understand what a good offer looks like afterwards. And another great example of old marketing that still works is authenticity. People love authentic brands. And here's an example that everyone can relate to. How many people really like the old Mark Zuckerberg?

14:17Too robotic, didn't seem human. I like the new one. You like the new one, right? The new one has personality. You, Eric, don't wear gold chains. I don't wear gold chains. I don't have curly hair. I think he has a six pack, at least one. Yeah, yeah, he has a six pack. When him and Elon were - He's a jiu-jitsu fighter. Yeah. You and I aren't as in good shape as he is, right? But yeah, there's something about the new Mark Zuckerberg that we like. And what it comes down to is when you look at him, yeah, he's still a little bit socially awkward here and there, but his brand is just like he's being him and it just feels authentic.

14:52The old guy, it just was too robotic and micromanaged and PR training type of character. It's like haircut was just really funky. It's just like, hey, dude, you came out of a lab experiment. And I don't mean this in a cruel way. I'm not saying he's ugly or anything, but like very monotone. And you could tell based on the new Mark Zuckerberg, his personality is shining. I like it. It doesn't matter if you like his look or not. He's just more human.

15:50busiest time of the year. You can also stress less knowing that Shopify's award-winning customer support team is on standby 24 seven to help with any issues that arise, allowing you to get back to business as fast as possible. This black Friday joined the thousands of new entrepreneurs hearing for the first time with Shopify. Sign up for your free trial today at shopify.com slash marketing school. That's shopify.com slash marketing school. Go to shopify.com slash marketing tool and make this black friday one to remember you know i i would say once we change the format of this one because we've been getting comments from people it is actually more authentic for us because we're just having conversations now and we're reacting sometimes people be like oh you guys did not prepare for any of this it's like no we're just we're literally just talking yeah right um and wait but to go on that topic we do prepare a list of topics before each podcast episode and there's usually 20 plus uh topic ideas within i don't know about you i've I have actually read through all my stuff.

16:49Like, so, and it seems like you do too. The final thing I'll say around, just to end it on the old marketing that drives ROI is the whole idea of the attention. We've talked about this. New SEO isn't just SEO. It's we're talking Amazon, TikTok. We're talking YouTube. It's attention is spread. It's so fragmented now that you have to repurpose. You have to go on the omni-channel. And most importantly, if you're going to do that, you have to post natively to each channel because each channel is a different game you have to play. so Twitter or threads you might actually be writing threads on LinkedIn you can't do the same thing you have to play a different game on each one and so these are all great things that I would just recommend rewinding and listening to these things because even just doing one of them will go a long way for you Dude I totally agree with that and when you think about some of these marketing tactics that Eric and I are giving whether they're old or new don't try to do them all just pick one or two because if you try to do all of them you're going to get overwhelmed and what you'll find is a month later none of them will be implemented.

17:47So just pick one, get it done and then come back to this episode and pick another one and then get it done and then continue to stack them. All right, guys, that is it for today. Please go to marketingschool.io slash agency to learn more about the Agency Owners Association. And please don't forget to rate, review, and subscribe. It helps us grow. Please help us balance out the people that don't like the new format. Tell us you like the new format. All right, we'll see you guys later. Thank you.