Episode 212 | Posted on

The Real Money Is in Customer Value Optimization with Ryan Deiss

You can always find the smart marketers at Traffic and Conversion Summit every year. And as all those smart marketers know, Ryan Deiss' keynotes are one of the highlights of the event, especially if you want to be up with the emerging trends in marketing. Ryan, of course, founded Traffic and Conversion Summit and DigitalMarketer.com, and he's my guest on today's episode number 212. Ryan is the bestselling author of The Invisible Selling Machine and Digital Marketing for Dummies. To say Ryan is an innovator in the digital marketing world would be a massive understatement.  In this episode, Ryan will unpack his Customer Value Optimization methodology and how it's used by companies like McDonald's, Starbucks, Amazon, and Best Buy to achieve massive and sustainable growth. We also discuss in depth the latest digital marketing trends. Get ready for some immediately useful tips and techniques to up-level your online marketing. And now on with the show.

Episode 211 | Posted on

A Field-Tested Approach to Negotiation with Chris Voss

Whether you're negotiating with a prospect, client, or potential partner, it can sometimes feel like your life depends on it. One wrong move and it's all over in a matter of seconds. Thankfully, most sales calls are not life or death situations. However, my guest for this episode number 211, has been on countless calls that were actual life or death situations. His name is Chris Voss and for 24 years he worked as an international hostage negotiator for the FBI. Now he teaches others the high powered negotiation techniques he honed, while literally saving people's lives.  Chris is the founder of Black Swan Group and the author of the bestselling book on negotiation, Never Split the Difference: Negotiating as if Your Life Depended on it. He's been featured in TIME, Business Insider, Entrepreneur, Inc., Fast Company, Fortune, The Washington Post, CNN and more. And I have to tell you, this is one of my absolute favorite business books. I'm not kidding.  This episode originally aired on my podcast, Get Yourself Optimized. If you're not already a listener or subscriber I should say, why aren't you? There are such incredible guests on that show. Folks like Dave Asprey, JJ Virgin, John Gray, Byron Katie, Phil Town, Harville Hendrix... these are heroes to me and they are incredible people with such knowledge bombs that will change your life. Think of this episode as a little teaser to get you hooked on my Get Yourself Optimized podcast.  Chris's techniques involve zooming in on tiny pieces of information that can have a massive impact on the outcome of conversation or negotiation, along with other practices like mirroring and tactical empathy. Let me give you one quick example that I use constantly in my email follow-ups with SEO prospects. I asked them a question to elicit a "no" rather than a "yes" answer. For example, "did you decide to take the project in a different direction?" Or how about this one, "did SEO get sidelined for this year? Now people don't want to say yes because that's kind of cringe-worthy or embarrassing. So conventional wisdom might tell you to try to elicit a yes from a prospect, but in this case, Chris’s advice is to go for the opposite. And all I gotta say is, it works.  Negotiation is an essential part of every job, not just sales and not just marketing. I promise you this episode will deliver massive value to not just your business, but also to your personal life. Enjoy!

Episode 210 | Posted on

Stephan Spencer Solo Episode on How to Hire an SEO

Hey, this is your host, Stephan Spencer. Today, I'm going to try something a little different. I'm going to do a solo episode and I want your feedback to let me know, is this format great for you or just okay? Should I stick to the interview format or should I intersperse some more of these solo episodes? The topic for this episode is how to hire an insanely great SEO, whether that person or that company is an outside firm or it is an in-house person. If you're an agency or you are a client-side company trying to get your website to the top of Google, doesn't matter. What we're going to go over is going to be super valuable. I'm basing this episode on a talk that I gave at Brighton SEO called, How to Hire an Insanely Great SEO. Each one of their talks are only 20 minutes, thus the recording is only going to be 20 minutes. If you want, that's on my website, stephanspencer.com, in the press area. I want to, first of all, frame this as there's a seven-step process. I do also have a download, which you can get at marketingspeak.com/210. That's the episode number for this particular episode. That has the show notes as well as all the links I'm going to mention through this episode. The download is a 10-page PDF, it's got a seven-step process that I use, and I'm going to walk you through these seven steps.

Episode 209 | Posted on

Transform Your Marketing Department into a Profit Center with Robert Rose

What if everything you know about marketing is irrelevant in the 21st century? What if traditional marketing is dead, and marketing is evolving into something completely new and unexpected? That's the premise of Robert Rose and Joe Pulizzi's provocative book, Killing Marketing. It's a fascinating read that makes the case for killing off traditional marketing initiatives and transforming your marketing department from a cost center to a profit center. If that sounds a little heretical, it is. Robert Rose is my guest for this episode number 209 and he will explain exactly why he thinks you should rethink your approach to marketing and how you can turn a profit from it.  To give away a little spoiler, one secret is that you need an innovative content marketing strategy. If your marketing team can create content so awesome that people get massive value out of it, you can easily monetize your marketing and start generating revenue from it. Robert is a master content marketer. As the founder of The Content Advisory, Robert has worked with hundreds of companies including 15 of the Fortune 500. We all know that content is king, but if you want to make your content go ka-ching, stay tuned as Robert and I guide you through his ingenious strategies to monetize your marketing.

Episode 208 | Posted on

Best Practices in Messenger Marketing with Larry Kim

Is email the fax machine of our era? Are we living through a tectonic shift in how people communicate online? Can a chatbot really get you conversions? There are many commentators who have proclaimed chat and chatbots as the future of marketing.  But today I'm talking to someone who is actually creating that future. Larry Kim is the founder of Mobile Monkey, a Facebook Messenger marketing platform. And he's the founder of WordStream, a PPC marketing software company employing over 300 people and managing over $1B dollars in ad spend for tens of thousands of customers. Larry has been working at the coalface of AI innovation and natural language processing and has gleaned many important insights about the benefits and limits of automation and its role in marketing, along with some startling stats on the effectiveness of email marketing versus chat marketing.  If you're interested in cutting through the hype and hearing from someone who has grappled with the real-world implications also implementing these technologies, then this episode number 208, is a must-listen. Similarly, if you've been on the fence about chat and chatbots, you won't want to miss what Larry has to say.