Transcript
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Welcome back to be to be growth
on Logan lyles with sweet fish media.
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I'm joined today by Gary Arnold.
He's the marketing manager over at Executech Gary,
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welcome to the show. How's it
going today, sir, Hey Loogan,
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great to be here. Absolutely man. So we're going to be talking
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about something you're pretty passionate about today, and that is how brands can actually
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take on more of their Seo in
house then they probably think that they can.
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And so, to tea up this
conversation, I'd love to ask tell
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us a little bit about your background
and what led you to this passionate stance
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that you've got today. Yeah,
thanks, Logan. I mean so I've
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been working in marketing now for about
ten years. I guess I'm kind of
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on the younger side of some marketing
professionals, but you know, in the
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companies that I've worked with, the
different brands that I've worked with, I've
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had sort of an agency partner on
SEO, agency partner at all of those
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companies and inevitably they end up getting
switched, whether you know, an upper
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manager says hey, why aren't they
doing their job? Let's switch and find
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a new provider, or me myself, I make the conclusion, Hey,
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this isn't working out, let's find
a new provider. And so you know,
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I've worked with almost half a dozen
different SEO agencies at all these different
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brands over my time and my career
so far, and so I've kind of
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seen some of the good ways they
do it, some of the bad ways
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they do it. In general,
I'm favorable towards you know, my past
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partnerships with SEO agencies. I don't
have any like horror stories per se,
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but it's just over time I'm starting
to see a trend of the deliverables in
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Seo agencies and what can and maybe
should be done in house in terms of
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Seo work. Yeah, let's dig
in there a little bit. Gary,
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talk to us a little bit about
some of the deliverables that you're typically seeing.
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I know most marketers listening to this, you know, they're going to
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easily recognize. Okay, we tend
to see this report, we tend to
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see, you know, tracking this
KPI. Let's run through some of those
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real quick and also some of the
trends that you see, some of the
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changes, because I think what we
want to get to eventually is looking at
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those deliverables, those expectations from the
agency side and where maybe those Miss Aligne
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with what's most important from the brand
side. So let's start with what the
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agency is typically giving you right.
Yeah, absolutely. I mean you kind
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of you kind of started it.
There is, you know, reporting is
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one of the big ones that we
get and and for better for worse,
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I think Seo agencies tend to be
very generic when it comes to their reporting.
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They pull Google analytics data and they
throw it into, you know,
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Google data studio or whatever it is, some fancy dashboard, even if if
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it's proprietary, to spruce it up, and they'll send it to you weekly
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or monthly. And you know,
if it's an SEO agency that's working with
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a business without an inhouse marketer,
maybe they're they're working directly with the CEO
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or an owner. Maybe that makes
sense because the owner doesn't want the nitty
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gritty. The owner doesn't maybe doesn't
know what's you know, what SEO is.
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He doesn't really know what he's getting
into, and so providing that high
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level stuff looks good and makes it
feel makes you feel good about what the
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agency's doing. But I think,
and you know, Logan ways as you've
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mentioned. You know this audience.
It sounds like there's a lot of marketers
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and professional marketers out there. Like
all of us know how to run a
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Google analytics support right, like we
know how to go find the data that
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we need when it comes to,
you know, organic search traffic or time
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on site, you know all those
basic metrics. I don't need a report
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from my Seo Agency on that stuff. I look at that weekly, sometimes
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daily anyway. And the other thing
that's kind of come around for me in
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terms of reporting is I've started using
more, and I don't know why I
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didn't in the past. It just
kind of silly. But like I've started
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using more seem rush, that tool, which I think a lot of SEO
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agencies use for good reason. It's
a great tool. I highly recommend it.
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Everything you could ever need in terms
of Seo reporting is within that tool
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and I think that's kind of the
the one of the catalysts of this conversation
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is is if all of the tracking, the benchmarking, the reports around Seo,
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I can just get by paying a
relatively nominal fee for the subscription to
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that tool and I don't even have
to put a ton of time into it
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per se. I just need to
go check it. You know, there
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goes, you know, a good
chunk, seemingly, of some agencies value
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deliverable. They're just forwarding you or
repackaging you, seem, rushes reports.
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And I know that's not true of
every Seo Agency and that's certainly not true
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of a lot of the SEO agencies
I've worked with. Again, many of
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them do fantastic work. But on
the reporting side, it seems that that
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can be taken care of yourself by
just getting the right tool in place.
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Yeah, that makes a ton of
sense. What are some of the other
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areas beyond reporting where you see people
should be thinking about a my getting in
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my really getting value here? What
are some of the other typical the deliverables?
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Are Trends or new things that you're
seeing from Seoa agencies that are either
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lagging behind or maybe moving ahead and
adding more value, and kind of either
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side of the coin. I'll let
you take it where you want there.
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Yeah, so, I mean I'll
start with some of the positives, of
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like the where an agency really could
add value and and this again depends on
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your your experience and your inhouse resources. If use a marketer aren't as familiar
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with some tactical SEO tactics. Yeah, you may need to rely on an
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agency, which is great. I
mean agencies exist for that reason to fill
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in the holes of your experience in
your time. So one one area that
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I've seen be very effective is if
you come into you're working at a company
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and you you have a website that's
maybe a little old, a little outdated,
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or it's just hasn't been been given
the SEOA tension that it needs,
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an agency can come in and perform
a site audit, which again they're using
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tools that you could get access to, but then they can. They can
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start taking the action points on that
audit and start making the improvements to your
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site. And some of those things
may be very easy and quick that you
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could have done yourself, you know
in workpress just small, little make sure
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you you change this to be an
h one tag, simple stuff like that.
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There may be more complex tag tasks
about restructuring, you know, your
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url structure, how your database,
how you're hosting works, things like that,
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and I think that's where Seo agencies
today can provide a lot of value.
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But and kind of a big butt
on that is that that is not,
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in my opinion, an ongoing task
per se. Maybe that takes a
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month, maybe it takes three months, but then it's done. Obviously there's
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there's continuing tweaks and improvements you want
to make to your site, but if
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you've got the core of your site
optimized in terms of the structure, in
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terms of how you upload your images, you know what h ones look like,
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all those things, I don't know
what else they're going to be doing
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on a month to month basis.
Right like, once it's done, it's
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kind of done and your site it's
going to be in a good spot and
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then it transitions, and this kind
of transitions into my other big thinking on
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this of what really drives Seo value
and Seo success, and I think we
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all know the answer and its content. You know, it's all about fresh,
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regular, consistent quality content, and
maybe we can talk more about what
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that looks like and what that means. But in my opinion, at the
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end of the day that that is
not going to be delivered by an agency
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or or it won't be delivered to
its fullest value by an agency. You
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know, I see a lot of
agencies that they all know this. I
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mean agency people are smart right there
there for a reason. They're not dumb.
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They know this. They know that
contents, I think, the core
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driver of Seo, and so of
course they're going to offer it. They're
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going to say, yeah, you
know x package and will do you know,
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to blog posts a month. There
may be for blog posts a month,
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which, you know, if you're
just getting started again, if you're
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a business owner and you don't have
the resources to blog or whatever it is,
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you know not something is better than
nothing. So you know, again,
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I'm not bashing that, but if
you are a marketing manager in house,
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if you have a small team or
even a large team, you should
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be able to start providing, you
know, dedicating the resources to creating the
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content yourself, because it's going to
be vastly superior to any content in an
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agency can create, no matter what
sort of freelancers they're using, no matter
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what industry experience they've had, or
they they work in your industry, it
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doesn't matter. It's going to be
better coming from you in house. Oh
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Man, I love that so much. Scary. I I like the approach
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that you're taking here. It's a
little bit of a controversial stand. Like
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you know that you probably don't need
your Seo Agency as much as you think,
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but at the same time, what
you're saying is there's value. Just
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don't kind of fool yourself into thinking
that you're still getting value when you've grown
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past it. If you you know, if you know enough to grab those
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reports and analyze them yourself, if
some of the structural work has been done
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and there's not really a lot of
maintenance being done. So it's asking those
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questions about where am I still receiving
value? That's kind of the common thread
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that I'm seeing through what you're talking
about, and you can already transition to
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the next thing I wanted to ask
you about is where do you see the
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most important tactics that that brands can
execute on to boost their seo and reach
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the goals that they want? And
you're very much in alignment with the thinking
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we have here at sweet fish,
which is really been informed by our new
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director of audience growth, Dan Sanchez. If you're not yet following him on
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Linkedin, go follow him. He's
posting every freaking day like a machine.
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But one of the things that you
know that started our relationship with Dan and
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eventually brought him on to the team
was. He focused on Seo for a
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missions college out of Minnesota. They
ended up tripling enrollment because they saw so
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much traffick increase and the Seo work
that he did there was not centered around
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a backlink strategy, it was not
centered around kind of all of the technical
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tips and tricks other than the foundational
elements like you're talking about. It's centered
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around content, and so that's what
has led us to our current SEO strategy
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here at sweet fish, which is
more about looking at the volume of search
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terms that you want to hit,
looking at competitive analysis. So what's hitting
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page one for those search terms that
you want to rank for, and then
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how can you reverse engineer content that
outranks that stuff? And so I love
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what you're saying. They're about content
and you know, we've seen that with
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a lot of our customers. Oftentimes
the meteor content that they're able to produce
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in house because of that expertise is
superior. It's part of the reason that
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for most of the podcast that we
produce for our customers, we're not the
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host of that show. Someone internally
is the host of that show and we're
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letting them talk and capturing it from
their expertise, their point of view,
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that sort of stuff. Sounds like
you guys are heading very much in the
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same direction with your thinking. Gary, right, absolutely. I mean yeah,
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I think you've know that on the
head. And you know again,
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I depending on who you are,
your audience, your expertise, you may
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not know exactly how to go about
doing the keyword research, like you said,
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out of the competitive analysis, but
that stuff's easily learnable, you know.
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You know, it's not rocket science, it's not some hidden secret mythical
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knowledge of marketing. You know it's
right there. Just start doing a little
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reading, start doing a little bit
of experimenting. Again, try out the
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free version of SEM rash or some
of these other tools. A lot of
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them have free trials, and you'll
get the basic level stuff and you can
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start, like you said, you
can start looking at the keyword, you
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can start looking at the competitor analysis
and and using those things you can start
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developing a solid content strategy to arts
to start executing on another thing I would
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add around content strategy in terms of
some of the tactical what you actually target
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and, and this is true,
I think of ever of any industry,
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and some of you may have heard
of this book. It's called they ask
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you answer, by Marcus Sheridan.
I recommend it to everyone. I think
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it's helpful to read that book and
to look at it into as important as
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it is to focus on keywords and
do competitor analysis, you also need to
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go back and talk with your customers, talk with your clients and talk with
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your sales team and find out what
are the questions that are being asked in
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our industry about our product, about
our service, about us, about our
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competitors. You know, think about
those questions and and answer them. Sounds
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Will Duh, obviously right, but
sounds like what hub spot has been saying
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for ten years. Right, but
I'm not saying anything new. The book
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doesn't say anything new, but in
some ways it was kind of it was
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a little bit of a wait a
minute. You know, I've lost a
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little bit of focus in my content
writing because I focused so much on us,
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on a niche keyword that I know
is a good, valuable keyword.
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But let's let's dial back and go
back to those basic one hundred and one
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questions. And in the book he
talks about like the five that pretty much
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every business will get and one of
them. You know, for example,
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is pricing. You need to talk
about pricing on your website, you need
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to talk about it in your blogs, you need to talk about it in
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your messaging. Now the way in
which you talk about it is going to
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be a little different. There may
be pushback when it comes to talking about
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pricing, and you know he talks
about this like you know, but our
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service is so complex, you know, it covers so many facets. There's
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no way to just tell somebody what
their prices fine, whatever, but at
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some point you tell somebody how much
it is going to cost, like you
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walk them through the bid process.
So you obviously know the answer. You
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need to do that in your content. You know, walk them through.
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Here are the factors that could lead
to the cost of your product or service.
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You know, honestly address like.
Look, when you use said product
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or service, this may be a
negative consequence or a disadvantage or, you
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know, whatever it is. In
address it, be up front with it,
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talk about obviously the advantages why you
would want to pick it. Be
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Up Front about look, you may
not be a good fit for our product
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or service, you know, and
your brand voice will vary on how you
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convey that messaging. But at the
end of the day, those questions and
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those type of messages need to be
conveyed and when you answer those through your
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content it's building your Seo. People
are coming, they're searching for those questions
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anyway, and those are typically lower
funnel questions because that they're asking about pricing.
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If they're asking about how to compare
vendors, those are usually you know,
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if you sell crm software, sales
engagement software, you know those high
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level keywords of B tob sales.
You know engagement or sales engagement platform.
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Those are very tough to rank organically
for, you know, page one,
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spot one of Google, and we
all know there's not much point and being
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on page two of Google, let
alone spot sex on page one. Right.
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But there are less competitive but very, very crucial, longer tail keywords,
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and so I love that you're talking
about pricing. Hey, everybody logan
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with sweet fish here. You probably
already know that we think you should start
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a podcast if you haven't already.
But what if you have and you're asking
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these kinds of questions? How much
has our podcast impacted revenue this year?
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00:15:22.429 --> 00:15:26.070
How is our sales team actually leveraging
the PODCAST content? If you can't answer
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00:15:26.149 --> 00:15:31.389
these questions, you're actually not alone. This is why I cast it created
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can more easily search and share your
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US growth. That's sea steed dot
US growth. All right, let's get
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back to the show. I want
to go down a little bit of a
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rabbit trail, because what you just
said there verbatim. I know for ten
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years in selling Bebtech, in the
COPYER business, which is not too dissimilar
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from it services. You know,
I was trained to say that. Well,
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there's so many factors I can't really
and I always felt like this wrenching
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feeling in my gut like, oh, I sound like I'm dodging the question.
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And I think you know there's a
lesson there for sales people. So
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like when I am on sales calls, most people who listen to the show
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know I run sales for sweetfish as
well as being a cohost on the show.
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I will tell folks, Hey,
here's typically the range. Here are
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the three main variables or the dials
to our our podcast production service. It's
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frequency. One of the big things
is are we booking guests for your podcasts?
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You doing it and we're just handling
post production. And three, how
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much content repurposing are we doing out
of each episode? If we can kind
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of talk about those three, I
can kind of narrow it down within that
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range to a narrower range for you
even before I give you a proposal.
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And we're our customized service. So
would you say that in the IT space,
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because I know you work with probably
sales teams that are used to kind
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of that typical sales line of I
can't give you a quote and I want
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to build so much value before I
ever talked about pricing. So there's that
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conversation, but there's also how you
addressed it in your marketing. So for
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marketers out there who are realized that, Hey, talking about pricing is actually
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going to do a lot of good
from an SEO perspective, but I don't
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want to step on sales his toes
too much. How do you guys handled
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that over there at executech recently?
Gary? Yeah, great question. I
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mean to to our sales teams credit
and to our luck and benefit, they've
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been very open to this idea.
You know, to just give a little
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bit of context, you know,
when I read the book, and just
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cut this if you want, but
like I don't love it when, like
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a business leader reads one book and
then that becomes like their whole core philosophy
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is like we're following this book and
this is it and this is our business.
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Like, look, there are a
lot of books out there, a
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lot of great ideas out there.
So I don't want to be the guy
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that's like this is the book you
live and die by, but look,
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there are there are some great ideas
and okay. So that being said,
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part of what we did was we
sort of kind of relaunched our marketing position
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with the sales team. We got
we had a big meeting with all the
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sales team, the STRS and marketing. We said, look, you know,
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we've been doing things. We've been
focusing on SEO content, which has
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been great. Going forward, we're
still doing that, but it's with a
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little bit of a different approach.
It's this they ask you answer. You
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know, we're looking at client questions
first and writing content and messaging to those
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questions first. And we kind of
got there by in and part of the
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part of the way we got there
by and was saying, look, what
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questions are you getting? You know, we had a to our brainstorm session
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with the sales team, and that's
that's a tip I would throw out all
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marketers. Be Friends with the sales
team. I know we you hammer on
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that over and over and over again, but this was one way that we
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did it. We sat down,
we said, look, what is the
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top five questions you're getting from prospects
and we talked about it. We sort
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of, you know, split them
into their variations. Are there industry specific
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questions you're getting in this industry?
We hear more of this question and then
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we say, okay, how do
you answer that? What do you say,
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sales guy be and sells guy a, you know, how are you
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answering that? And and that's interesting
because then you got start to see,
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okay, some guys are saying some
interesting things that maybe aren't what you thought
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the brand was about, and it's
like, okay, maybe we need to
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realign a little bit, but then
they'll say little nuggets that are like that
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is that is so good, I
need to take that answer and apply it
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to how I'm answering the question in
my content. So that that was that
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was the other that was a big
buy in. And the other buy in
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is is just discussing the benefits.
And it is kind of hard to talk
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about the benefits of this approach without
testing it or having done at first.
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But when a prospect comes in and
has you know, because we all know
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that the prospect is doing way more
online research than ever before, even before
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they touch as it the talk to
a sales guy, fill out of form,
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whatever it is they've been exploring on
your website, on your competitor's website,
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all across the web, if they
have read content on your site that
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answers the majority of their questions,
they're going to be that much more qualified
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when they talk to a rep and
the reps going to be happier. He
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doesn't have to sit there and get
all these qualifications and then find out they're
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not actually a good set. You
know they're they're budgets way too low or
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they're just whatever it may be.
They've sort of self qualified through the content
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that you've created, and that's one
of the beauties, I think, of
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this approach. Again, no crazy
new approach, just kind of an alternate
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approach and I love what you're saying. They're Gary about how to brainstorm,
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how to facilitate that with your salespeople. You know, we've done previous episodes
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on how marketers can leverage different call
recording tools like Corus, dot ai or
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gone. Go into those, listen
to the common questions that are happening.
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If you can't do that, they're
even if you do do that, there's
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probably still benefit in having that brainstorm
session with sales right because as you're going
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to get there by and you're going
to maybe hear things that, hey,
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you didn't catch and kind of going
down the rabbit hole of your know,
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your call recording software. But then
also just the way that you're talking about
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talking about pricing disqualifies things, which
is actually better for sales right, because
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that we've seen that. We recently
went through a website redesign. We had
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no pricing on our previous site which, once we got to thinking about it,
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it was like, Oh, when
you go to a site and there's
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just no there's no ball park,
there's not even a starting at, there's
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no real frustrating it's very frustrating and
you know we talked all the time about,
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you know, putting ourselves in the
seat of our buyers, but then
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we go and do stuff like that
and just don't talk about pricing and all
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that sort of stuff and it does
more harm than good, because great sales
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people disqualify out the bad opportunities more
than they try to qualify everything in.
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So if you can help your sales
team do that, because I was talking
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to Dan Sanchez, or director of
Audience Gout, I mentioned the other day.
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He's like, there's two complaints I've
gotten throughout my marketing career from sales.
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Where are my leads? And your
lead suck. If you want to
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give your sales team leads that don't
suck, help disqualify out the people that
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are most likely not the fit.
Now there's some art to this right,
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because you know, we typically work
with BTB tech companies of fifty plus employees.
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Do we have customers who are smaller
than that, but they're more advanced
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than their marketing so they you know, they're willing to invest in a podcast.
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Sure but you've got to start somewhere
and you can tweak as you go.
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But I love everything that you're saying, especially going back to Seo being
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driven by content, not so much
the technical hacks those sorts of things.
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If we were going to kind of
round it up here, Gary, with
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tips for folks on hate, should
I bring more of my Seo and house
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or should I start focusing on things
that maybe I'm not focusing on to gain
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some momentum over the next quarter with
my seo efforts? What are the top
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pieces of advice you want to leave
folks with today, Gary, yeah,
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great question and I think you know
we've hit it a lot and and I'll
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just sort of, you know,
hit it again in whatever way you can
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refocus on content creation. If you
need to do that yourself, you know
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cut out the time to do it
and I know that there are a thousand
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other priorities. If you're a soul
marketer to company, you know I get
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that it's hard. That being said, I think there are ways to get
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around that. You Leverage your leadership
team to write content. You know,
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you guys Logan, you guys there. You guys are the masters of repurposing
352
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content man you can. You can
get so much mileage out of one webinar
353
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or one video and spin it into
so many different things and that that'll save
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you so much time and so much
work. Going back to that brainstorm session
355
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that we had with the sales team, we did that back in October of
356
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last year and we still have topics
to this day that we can still ride
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on. We're still hitting on questions
and riding fresh content, and so there
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are ways for you to stretch your
content resources if you're a solo, if
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you're a solo person, if you've
got a team and if you've got dedicated
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content writer, which which at execute
tech it's just myself and I've got a
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content writer and man, that's it. Like we're cooking right. That's she
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does an awesome job. You know. She knows how to Seo optimize a
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blog and if you don't know how
to do that, it's easy to learn.
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There's just some basic checklist things.
Maybe that's a podcast for another day,
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but you know, refocus on content
now. You know we set it
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before and Logan, you said it. That's not to say that the other
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aspects of Seo aren't important. That's
not to say that there is zero roll
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for in a SEO agency to supplement
your efforts. Again, I think sort
369
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of the the take from all this
is that at I think at least,
370
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you know, seventy percent of SEO
effort can should be done in house and
371
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maybe another twenty percent, or if
not all, depending on what resources you
372
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have available, can also be done
in house. Can your content rider or
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somebody else, maybe you've got a
social media manager, also handle the online
374
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profile optimization, you know, your
Google, my business optimization, your yelp
375
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and all that other stuff. Yeah, you know that. That could be
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another easy step. That's another step
in Seo that they could just handle that.
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You know. Do you have some
inhouse development resources? So you have
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a team of developers? If you're
assass company, maybe you do right and
379
00:25:36.839 --> 00:25:40.039
maybe you don't understand. Those guys
get really busy, but can you borrow
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some of their time to do a
couple of those back in, you know,
381
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database or hosting type tweaks to get
to the point where you need to?
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You know, we won't go into
Schema right now, but but can
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you you know there are plugins that
can help you with Schema and you can
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start handling that. What are a
few of those just so we can link
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to him in the show notes that
you come to mind. For you,
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00:25:59.269 --> 00:26:02.349
Gary, some plugins, Oh man, I can't remember the name of it
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off top of my head. We've
gotten on our word press. It's just
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a Schema plug in and again,
Schema that. That's an area I admit
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that I'm a little week on and
Fart in terms of my understanding and my
390
00:26:11.900 --> 00:26:17.619
execution and I am understandings that may
it's beneficial, but it's beneficial more to
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00:26:17.779 --> 00:26:19.930
others than than to some. I, like you, kind of have to
392
00:26:19.970 --> 00:26:23.130
find the balance there. You know, link building is another area. You
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00:26:23.450 --> 00:26:26.970
know, maybe that's an area that
SEO agencies can help more with, because
394
00:26:26.970 --> 00:26:32.289
that is more of an outbound and
outreach thing. But again, seem rush,
395
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for example, has some tools that
makes that process extremely simple and really
396
00:26:37.200 --> 00:26:40.079
easy. It's just the question of
giving it, you know, half an
397
00:26:40.119 --> 00:26:44.160
hour a day or whatever it may
be to do so. Again, Long
398
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Story Short, double down on your
content strategy. If Seo is important to
399
00:26:48.869 --> 00:26:53.789
you, double down on your content
creation and think about creative ways to repurpose
400
00:26:53.829 --> 00:26:59.509
it, think about creative ways to
promote it. And it all goes back
401
00:26:59.549 --> 00:27:03.420
to are you answering your prospects questions. Yeah, absolutely, I could not
402
00:27:03.500 --> 00:27:08.019
agree more to give folks a few
next steps if you really enjoyed this episode.
403
00:27:08.299 --> 00:27:12.539
James and I did a behind the
curtain episode on the Google Alphabet Soup
404
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strategy that we implement here, it
sweet fish and our own Seo efforts.
405
00:27:18.769 --> 00:27:22.130
We also did a customer mastermind call, which is actually available on our youtube
406
00:27:22.130 --> 00:27:26.849
channel. We do monthly calls exclusively
with our customers, but you can get
407
00:27:26.890 --> 00:27:30.240
access to that if you check out
our youtube channel where we walked through how
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we execute on that Google alphabet soup
strategy that we talked about briefly in that
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episode. So we got a podcast
episode, a Youtube video for you to
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take another step, and then we
did one recently what you just talked about
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there Gary in you know, we
agree with you. Content is first backlinks
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or helpful. Don't put all your
eggs that basket at all. If you
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do want to kind of try and
take that on yourself, I did an
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episode with Dmitri Draglov, who had
some very practical tips on how you can
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do some of that outreach yourself more
effectively than a PR or an SEO agency.
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So hopefully those three will help you
with even more to go from from
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here. But, Gary, I
really appreciate your perspective today. If people
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listening to this one to stay connected
with you, with the best way for
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them to reach out. Yeah,
I'm on Linkedin. I'm just Gary Arnold.
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I mean you could, you could
check me out on twitter, but
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I do a lot of star wars
stuff, so if you're in the nerd
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stuff, I guess that's where you
can find too. I love it.
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Man, Gary, thank you so
much for being a guest on the show
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today. Absolutely thank you, Gary. V says it all the time and
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we agree. Every company should think
of themselves as a media company first,
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then whatever it is they actually do. If you know this is true,
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but your team is already maxed out
and you can't produce any more content in
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00:28:49.470 --> 00:28:53.470
house, we can help. We
produce podcasts for some of the most innovative
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bb brands in the world and we
also help them turn the content from the
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podcast into blog posts, micro videos
and slide decks that work really well on
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Linkedin. If you want to learn
more, go to sweet phish Mediacom launch
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or email logan at sweetish Mediacom.