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Welcome to the Exposure Ninja Digital Marketing podcast, here to help you grow your business through better visibility, higher conversions and Ninja marketing strategies.

Jul 29, 2020

Join Tim in reverse-engineering the success of one of the UK's largest privately held companies, The Hut Group. 

As an eCommerce monster, The Hut Group manages over one hundred eCommerce sites globally in competitive markets such as fashion and beauty. Their aggressive approach to digital marketing has helped this company to reach a staggering £1.1bn in sales last year. 

So, how has The Hut Group grown from one site to one hundred, establishing itself as the ultimate eCommerce powerhouse? 

We guide you through the early 2000s when The Hut Group specialised in the sale of CDs to present day, where the company has a plethora of household names under their belt. From Look Fantastic to My Protein, we dissect some of The Hut Group's most successful websites to pick out the key factors of their insane success. 

Spoiler alert! SEO is one of them. 

The Hut Group invests 8.6% of revenue into sales and marketing with a large portion of this financing successful search campaigns. 

From writing unique, SEO-optimised descriptions for every product they offer to gaining position one for key terms like "whey protein" for My Protein, The Hut Group benefits from organic search and in many ways, relies on it. 

Although Tim gives credit where it's due, this episode reveals the good, the bad and the ugly of The Hut Group. 

Hint, the ugly lies in defeated blogs, neglected content strategies and ignored social accounts. 

By listening to this episode, you'll not only learn how to better your eCommerce business by mirroring The Hut Group's success but also how to avoid its mistakes. The Hut Group hasn’t recovered from Google’s medic update in 2018 and is seriously lacking in social content and engagement compared to its competitors. These are mistakes which Tim warns could cost the eCommerce giant if shopper behaviour shifts towards social in the future. 

For more information and show notes, head to: https://exposureninja.com/podcast/162/

00:00 –– What is The Hut Group? 

04:46 –– The Hut Group's acquisition strategy 

06:57 –– The Hut Group's digital marketing

09:40 –– The eCommerce experience

23:58 –– How The Hut Group drives traffic 

30:06 –– The Hut Group's link strategy 

32:17 –– The Hut Group's paid advertising 

34:20 –– The Hut Group's social media

40:32 –– The Hut Group in summary 

Jul 15, 2020

SEO royalty, Steve Toth talks to us about strategy, ranking signals and the future of SEO. 

Steve is the former SEO manager and now contractor for the popular invoicing and accounting software, FreshBooks. He also runs his own consultancy focusing on B2B SEO –– a category he believes is the only certain future of search. 

In this episode, Steve reveals the strategy he used to help FreshBooks win in an extremely competitive market. 

The same strategy led FreshBooks to rank #1 for the keyword "invoicing template" which has an incredible monthly search volume of 300,000. This phrase was the brainchild behind FreshBooks’ wildly successful knowledge base –– a collection of 110 blogs that stem from this main page. 

Want to find out why Steve chose the phrases he targeted? How he prioritises which pages to give the most attention? When he revisits popular pages for optimisations and tweaks? All of the answers are discussed in this podcast. 

Everything from mobile versus desktop, the use of heatmaps, split testing, customer data and ranking signals are mentioned in this video, giving you an insight into one of the most thought out campaigns on the internet. 

Want to know more about Steve? Follow Steve on LinkedIn and Twitter or check out seonotebook.com

For more information and show notes, head to: https://exposureninja.com/podcast/161/

00:00 –– Podcast Synopsis

02:18 –– Using blogs to rank

05:05 –– FreshBooks' SEO strategy 

08:45 –– Surveying customers in keyword research 

10:00 –– Creating a knowledge base 

13:12 –– Main page optimisation and revisions 

17:44 –– How important is searcher intent? 

22:31 –– What are the top ranking signals? 

24:30 –– What's the future for Google? 

32:41 –– Find out more about Steve

Jul 1, 2020

Why does the NHS use blue? Why did BP spend $200 million on a rebranding project? Why do so many startups piggyback the imagery of more established brands?

This podcast answers all of your questions about colour. 

Joined by Exposure Ninja's Project Manager, Joe, we learn about the psychology of colour and how the tones you choose can impact your conversion rate. 

As well as completing an undergraduate degree on the subject, Joe is now writing his masters dissertation on colour's effect on purchasing intent. With an interest in doing a doctorate on the topic, this podcast digs deep into Joe's specialism. After all, it's a field that should be at the forefront of every brand manager's mind. 

From busting common colour myths to cringing at cultural faux pas', this episode is packed with actionable tips and advice to simplify your next branding project. Whether you want to build website credibility, increase click-through-rate or craft scroll-stopping adverts, correct use of colour will help you to achieve these goals. 

Does green really mean go? Will orange encourage others to take action? Or are these colour cliches the equivalent of old wives tales? 

Find out exactly how to pick a colour palette for your brand that's effective, instantly recognisable and aligned with your industry. 

As our host Mark says, this episode is absolute gold. Pun intended. 

For more information and show notes, head to: https://exposureninja.com/podcast/160/

  0:00 — What's your role at Exposure Ninja? 

  2:10 — How did you get into colour psychology? 

  3:19 — What piqued your interest to study this field? 

  4:20 — Colour cliches 

  9:50 — Colour and branding

13:44 — Colour in website creation 

18:23 — How important is high contrast? 

20:14 — Common colour mistakes

22:00 — Colour and cultural faux pas 

24:20 — How to build trust with colour

25:30 — Colour and advertising 

27:25 — Key takeaways 

Jun 17, 2020

Founder of Bixa, Sarah Weise, is a firm believer that market research is an investment –– not an expense. 

On today's podcast, Sarah showcases how market research can help to protect your company, please loyal customers and validate your latest steps towards product development. 

Why are we speaking about this now? 

Market research is especially important during coronavirus –– termed by Weise as a hostile intruder –– as it helps firms to know which way to pivot and how best to speak to their audience. 

Indeed, research can help you to shift your brand voice. 

Even a tweak as small as changing your marketing language could make a big impression, taking you from a brand that seems uncaring and unresponsive to one that's sensitive and sincere. 

But in such a fast-moving business landscape who has time to wait for data? 

Weise's market research firm, Bixa, specialises in rapid customer research, so brands can get to the nitty-gritty of customer behaviour — and fast

Bixa's new research option will give you in-depth data about your customers –– namely, how to better support them –– in just three days, including the time it takes to recruit participants. From qualitative data to quantitative data and back to qualitative again, Bixa's team uses a sandwich approach to dig up common themes amongst your target audience. 

Plus, these themes are far from boring or obvious. 

From observing a whole generation on behalf of Google — in order to demystify young people's perplexing search habits — to figuring out that most people brew their first coffee of the day in the bathroom, Bixa has made some interesting findings that have shaped the way major brands market today. 

At the heart of it, Sarah shows that companies need to do much more than simply pull the lever on their marketing campaigns or come to a halt during difficult times. 

For more information and show notes, head to: https://exposureninja.com/podcast/episode159/

Want to find out more about Sarah and Bixa? 

  0:00 — About Bixa 

  4:11 — The rapid research process

  9:00 — How to acknowledge coronavirus    

12:22 — Thriving during the pandemic 

17:04 — About ethnographic research 

19:52 — Selfie video diary studies 

25:40 — Projective techniques 

30:04 — Focus groups 

32:24 — Quantitative research 

33:21 — Research recruitment

35:30 — Research output

39:00 — Quickfire Q&A 

41:41 — Book recommendations 

44:36 — How to connect with Sarah

Jun 3, 2020

Sanjay Sauldie is an established digital marketing consultant, director of the European Internet Marketing Institute, EIMIA, CEO of his self-titled consulting agency, Sauldie, and the proud winner of digital marketing's Oscar equivalent, the Golden Web Award. These — and various other honours from his homeland — are what makes Sanjay one of the most sought after digitalisation experts. 

When asked to describe himself, Sanjay says he's someone who tries to work with great heart despite the technical nature of his role. By removing ego, buzzwords and false promises from his work, Sanjay repeatedly delights his clients with his "surprise" success — sometimes even managing to double a company's share price using technology. 

So, what does Sanjay do differently? 

After consulting for nearly thirty years, Sanjay has developed a strong ethos along with new terms to describe how he thinks businesses should approach growth. Words like “digi-logue” perfectly capture Sanjay's belief that all CEOs need to know about digital technology and human relationships. 

Instead of aligning big businesses with similar players or even bigger rivals like most consultants would, Sanjay takes established companies back to basics, warning them to keep a watchful eye on startups. 

To do this, he takes existing team members out of their environment to create a false startup scenario. These individuals will then exchange information freely and without boundaries, in the same way an excited startup would. The whole point of this exercise is to build a startup mentality that gives businesses the ability to predict disruptions and remove the idea that an established company is in some way safer than a startup — or at the very least, immune to the change startups can bring. 

Sanjay encourages CEOs to go back to school and to familiarise themselves with new technological concepts. He also emphasises not to rely on the knowledge of others, to visit startup events, perform market research without any bias, let go of limiting beliefs — and never to forget to do their basic homework. 

All of this is what Sanjay calls developing a digital IQ. 

According to Sanjay, digital illiteracy is the biggest risk to companies and in some ways, his track record proves it. 

 0:56 — Tell us more about yourself. 

 2:26 — What's the importance of company values? 

 6:20 — What's the one marketing achievement you're most proud of? 

 9:55 — How do you build trust with the CEOs you work with? 

14:11— What one piece of advice would you give business owners? 

16:05 — How important is old-fashioned strategic marketing? 

19:47 — What makes companies successful? 

23:35 — What resources should people use to upskill? 

For show notes and to get a free review of your website and digital marketing, complete with a tailored plan to increase your leads and sales online, head to https://exposureninja.com/podcast/episode158/

May 20, 2020

We're joined by Liz Willits for the second time, to chat about AWeber's 2020 Small Business Email Marketing Statistics report. In this episode, we also touch on the future of email marketing as well as address some of your most burning questions on how to get your emails opened, read and clicked. 

With 94% of small business owners writing their email copy, we focus on giving practical advice to those crafting their own email campaigns. 

So, if you've ever wondered if you should be writing fancier emails, experimenting with clickbait subject lines or doing something different to increase deliverability, we've got the answers. 

Should we write emails like a mass broadcast, for example? Or like a private letter to a friend? Should they feel collective? Or individual? Liz sheds light on all these concerns, giving industry-specific examples to demonstrate her points.

For those of you who have given up on email, this episode might make you change your mind. 

Email-lover Liz bets that this marketing tool will continue to be effective for both marketers and consumers, with a few subtle changes. She’s excited about the development of AMP for email, Google's innovation to put an end to static email pages in favour of dynamic, interactive emails that allow you to make in-email purchases. It also lets you view real-time editing, constantly evolving Twitter feeds and engage with interactive polls. 

So, according to Liz, emails won't stay static or old school, putting them back on every marketer’s map. 

Finally, if you're just plain frustrated with your email performance, Liz provides some straight-talking advice by repeating the importance of having historical relationships and frequent interactions with your subscribers. 

She says nothing else will have a greater impact on your deliverability and conversion rate. No amount of fancy formatting, A/B testing or curiosity-building will match the impact of having good relationships with your subscribers. While there are a few shortcuts Liz shares along the way, having an engaged email list is the number one thing you should work to improve as a result of this podcast. As Tim notes, he would always open an email sent from his wife. 

Want more email insights? Download AWeber's 2020 Small Business Email Marketing Statistics report now. 

Want to hear more from Liz? Watch her previous episode, Lessons Learned from the World's Most Successful Email Marketers

 

1:38 – Tell us about AWeber and your work.

2:50 – What's changed over the last year in email marketing? 

4:12 – Can you clear up what a HTML and a plain text email are? 

5:54 – How can people avoid ending up in the Gmail promo tab? 

11:06 – Do "fancy" emails work?

13:57 – Are simple emails better? 

17:15 – What’s the role of a subject line? 

19:30 – What do you think of clickbait-y subject lines? 

23:40 – Where can people find a sentiment widget, and what are they? 

23:59 – Should we write to individuals or audiences? 

26:44 – How can you make emails sound natural AND professional? 

28:45 – What's your perspective on the future of email marketing? 

34:26 – Which email newsletters do you recommend?

For show notes and to get a free review of your website and digital marketing, complete with a tailored plan to increase your leads and sales online, head to https://exposureninja.com/podcast/episode157/

May 6, 2020

Larry Ludwig's approach to blog success is simple – make sure you add value to your readers. 

In many ways, Larry takes a traditional approach to advertising, treating his online blog like a magazine. During our chat, Larry explains how his content process mirrors that of an editorial office where topics are discussed at length and planned ahead of time, month by month. 

This in-depth content approach has served Larry well. 

As the former owner of Investor Junkie, Larry built his personal finance blog from scratch, using affiliate marketing to achieve 300,000 visits per month. The site went on to rank #1 for the search term "how to invest stocks." It was later sold for an impressive $6M (in cash). 

What's more inspiring is that Larry built this blog in 2009 during the height of a recession. Despite the economic slump, Larry used this downtime to take a leap of faith when many of his competitors stood still. 

By listening to this episode of the podcast, you'll learn how to grow, monetise and ultimately sell a blog all from a first-hand perspective. 

Above all, Larry hammers home an important message when it comes to SEO. 

As we know, sophisticated search engines like Google now require content to follow E-A-T principles, meaning blogs should be expert, authoritative and trustworthy. Larry proves that playing this long game and focusing on the big picture of user experience equals a big reward. 

Want to find out even more about Larry? Visit larryludwig.com

 

  0:21 – Meet today's guest, Larry Ludwig

  2:12 – What is Investor Junkie? 

  4:12 – What happened in 2018? 

  5:55 – How did you grow Investor Junkie? 

  7:18 – What's it like to buy during a recession? 

  9:03 – How did you get to 300,000 site visits per month? 

11:38 – How would you describe your content planning process? 

15:02 – How did you decide which pieces of content to update? 

17:25 – How do you create depth within blog content? 

20:11 – Did you focus on getting backlinks in the early days? 

21:42 – Was social media important for the growth of your site?  

23:15 – How did you justify paying for site visitors? 

25:19 – Why did you choose affiliate marketing? 

28:20 – What's the difference between your blog and low-revenue blogs?

32:24 – Why do you link monetisation with user satisfaction? 

34:00 – What do you think of Amazon slashing its affiliate payouts? 

36:29 – Do you think Amazon should still offer an affiliate programme? 

39:37 – What sort of stats should a blog achieve for a similar evaluation? 

43:52 – Where can people find you? 

For show notes and to get a free review of your website and digital marketing, complete with a tailored plan to increase your leads and sales online, head to https://exposureninja.com/podcast/episode156/

Apr 22, 2020

Go against the herd. 

That's our key message for business owners who are feeling deflated by the current situation. 

While most of your competitors will be following their basic instinct to retreat, this is your chance to get ahead before the eventual economic boom that's to follow. Remember, this is not the "new normal" it's just a temporary blip in the business world. 

In this video, we share three ways to grow your business during lockdown that will help you to see this pocket of time as a blessing in disguise. 

These are all practical applications of the sentiment "buy low, sell high" that show you how to make a smart investment. We're not talking about splashing all your hard-earned cash if this isn't the right move for you — but rather knowing that there will come a time where buying is high and selling is low again. So, consider it. 

Firstly, think about what will make your customers backflip with happiness — then build it. 

Secondly, use this period for time-intensive projects like improving your website. Trust us — this will become one of your best business assets. 

Thirdly, invest in long-term marketing channels where the road to success is long and winding. You have the time and energy to pursue these now. Plus, the competition on social platforms and SEO terms is dwindling.  

If you use this time wisely, your business is likely to make a quick recovery despite how dreary things may seem right now. 

Remember: limit your news consumption, go against the herd and stay positive. 

 

0:28 — What's a "temporary normal"? 

1:43 — What to expect post-lockdown

2:38 — What does "buy low, sell high" mean in practice? 

5:20 — Reengineer your product or service 

7:13 — Make your website your best business asset 

8:40 — Build long-term marketing channels 

For show notes and to get a free review of your website and digital marketing, complete with a tailored plan to increase your leads and sales online, head to https://exposureninja.com/podcast/episode155/

Apr 8, 2020

As a notoriously intense, high-pressure environment, being in sales is a tricky position to be in right now. It's also likely to be the department that feels the most immediate impact of this crisis and any other crisis that may arise in the future. 

As leads dry up and morale slumps, how can sales departments rise to the challenge? 

This episode focuses on advising sales managers, marketing consultants and business owners on everything to do with sales. We chat about how to strike a balance between being target-focused and being human, as well as how to alter your sales dialogue and take a second to refocus your energy. 

Our Head Ninja, Tim sits this one out as Digital Strategy Manager. Instead, Dale Davies takes the hot seat to discuss the topic with our in-house expert, Sales Manager, Ali Newton. 

As our resident sales Ninja, Ali sheds some light on the processes she's leaning on during this time, as well as the results of her latest departmental brainstorm session. 

We also talk about sales from the perspective of leads where we share some observations and trends we're seeing in sales conversations and which businesses are thriving as a result of their smart positioning. 

Lastly, we talk about survival and the chance of a silver lining — development for your sales team and yourself. Ali and Dale both share ways they are coping in the current situation, as well as the tried and trusted methods they use to be the most productive when working remotely. 

 

3:17 — What can a sales manager do to help reduce the strain on sales employees? 

6:12 — How can a remote manager tell if a sales employee is impacted by the current situation? 

9:20 — How has your sales team collectively worked together to change sales dialogue? 

10:42 — What are some of the ideas that have materialised from brainstorming sessions about crisis communication in sales? 

11:25 — Are you mentioning the elephant in the room in sales conversations? 

13:22 — Do you have to talk about growth and forecasting differently? How are you altering your sales pitch as a result?  

15:10 — Have you seen a change in the types of companies looking for marketing? Which industries are thriving? 

20:11 — How can sales consultants help businesses that are feeling the strain?  

23:40 — Are you suggesting that businesses change their tone of voice during the crisis? 

24:44 — Are you recommending that businesses communicate on different platforms and shift their marketing spend? 

28:24 — Can you tell us a bit about how we've responded to the crisis at Exposure Ninja? 

32:03 — What's your advice for other sales managers? How can they support themselves during this time? 

33:40 — Have you reduced your sales goals and the pressure put on sales team members? Would you recommend this? 

36:07 — Is there anything a sales manager can do to help their team self-develop during this downtime? 

37:28 — Do you think sales managers should be working on self-improvement and personal goals right now?

For show notes and to get a free review of your website and digital marketing, complete with a tailored plan to increase your leads and sales online, head to https://exposureninja.com/podcast/episode154/ 

Apr 1, 2020

This week’s podcast is an ad-hoc episode in light of COVID-19. 

We know that business owners need timely marketing advice. 

That’s why we’re helping you to self-diagnose your business into one of the four following camps: 

  • Camp 1 - Businesses that are close to breaking point and are losing custom fast
  • Camp 2 - Businesses that are impacted but are still selling to some capacity 
  • Camp 3 - Businesses that are positioned well but aren’t seeing results
  • Camp 4 - Businesses that are unexpectedly making more sales than ever 

 

Throughout the episode, Tim will address your business – whichever camp it’s in – to give his expert advice on what you should do to survive (or in some cases thrive) during the global pandemic. 

 

As we’ve all turned into yogis during quarantine, much of this episode will be focused on energy. 

We’re not talking about crystals and chakras, rather the energy of your customers which is on high-alert right now. 

Whether your target audience is feeling on edge, overwhelmed, frustrated, concerned, panicked, bored, awakened or confused during this testing time, it’s your job as a business owner to align your marketing with this energy. Just like we’ve done at Exposure Ninja by creating resources for those who need to learn how to take their company remote at exposureninja.com/remote 

Depending on your business type, Tim gets you prepared for making the most of your businesses hibernation, adjusting your business to keep sales flowing and maximising any opportunities you can identify.  

Above all, our mantra for this period is the classic saying – this too shall pass

This is a saying we’ve been reminding our clients, colleagues and community of whenever the entire thing seems all-consuming or too much to handle. 

By knowing that there is an end to this state of uncertainty, it allows us to prepare for the future. 

When it has passed, don’t let your business be behind the curve while your competitors have used this sudden space to polish their products and services. Instead, use this time wisely by making a long-term recovery or focusing on a more immediate comeback by altering what you offer. Finally, if you’re one of the “lucky” businesses with a product or service that’s still accessible, remember to play the fortunate card that you’ve been dealt by investing in your advertising when it will have the most impact. 

Remember, while we all have to stay at home right now, we don’t have to stay stagnant. 

0:56 -- Which of these four camps does your business fall into?  

4:10 -- How to ensure your business survives during coronavirus

5:29 -- Why brave marketing moves can pay off during a crisis

7:46 -- How to align your marketing with your customer’s current ‘energy’ 

10:17 -- Here’s how we’ve done this at Exposure Ninja


For show notes and to get a free review of your website and digital marketing, complete with a tailored plan to increase your leads and sales online, head to https://exposureninja.com/podcast/episode153/

Mar 18, 2020

In this episode of the Exposure Ninja Digital Marketing Podcast Tim chats with fellow Ninjas, Digital Strategy Manager, Dale Davies and Sales Manager, Ali Newton. Today's show is about the most common marketing traps businesses can fall into. Namely, the negative effect of spending too much time worrying about them. 

We often see that a marketer's advice is either misunderstood or taken too seriously. Perhaps leaders take such advice out of context or invest too much time into what's designed to be a quick tip. 

The result? Businesses often create content that's either irrelevant or disengaging. 

A great example of this is when businesses become too obsessed with their competitors. Most of us have either read or been told to 'keep an eye' on our competitors at some point in our business journey. After all, keeping tabs on your rivals is marketing 101. Right? 

Well, this handy tip ends up being detrimental to most businesses when we put too much weight on what could be a throwaway comment. 

At worst, this could leave clients with an unhealthy interest in monitoring their client's campaigns. In turn, this could result in neglecting your business success. 

Ultimately, this show is a brutal look at marketing techniques that may be wasting your valuable time. 

Here Tim, Dale and Ali discuss how to identify if you are engaging in time-sucking activities and what you should be doing instead. 

And if you're still on the fence as to whether you should listen to this episode, for fear that this might be a waste of time, here's how it made Tim feel: 

"I actually think that this podcast has been one of the most useful experiences of my life personally – slightly uncomfortable in places but overall very good"

Enjoy!

4:48 What is the first biggest marketing waste of time? (No Focus Content) 

5:40 How do people know if they are falling victim to this? (No Focus Content) 

14:50 Ignoring your competitors or obsessing about them and neglecting your own marketing strategy. 

19:00 How frequently should people be checking out their competitors? 

20:00 Should I quit everything and focus all of my energy on my new business without testing? 

23:50 How can you improve your e-commerce website's user experience? 

31:30 Is selling online easy? 

39:50 Are metrics trustworthy? 

43:17 How important is it to follow marketing agencies advice?  

52:00 Am I changing my campaign tactics too often?  


For show notes and to get a free review of your website and digital marketing, complete with a tailored plan to increase your leads and sales online, head to  https://exposureninja.com/podcast/episode152/

Mar 11, 2020

This week on the Exposure Ninja Digital Marketing Podcast, Tim is joined by his birthday twin, Azeem Ahmad from Staffordshire University. As a frequent speaker at events like BrightonSEO, and having worked with both client and agencies alike, it's safe to say that Azeem knows his stuff when it comes to digital marketing. 

Just in case you don't get the pleasure of bumping into Azeem at an industry get-together, we've grabbed him for a chat. And if you're looking to reduce your CPA, you're in the right place. Using his university experience, Azeem talks us through how to manage Paid Ads on a low-scale budget (not to mention in a competitive and seasonal market). 

In this episode, Azeem tells us how he analysed user journeys and behaviours to determine which months proved to be most profitable for Staffordshire University. This vital information helped Azeem get ahead of the competition, tailoring content to prospective leads at the right time of year. 

So, take a listen today and discover how you could use similar techniques to find out which times of the year are most profitable for your business. 

Got a specific question you want answered? The time codes below will help you find what you are looking for.

2:55 What is Staffordshire University? 

4:40 How long have you been at Staffordshire University and what sort of changes have you seen about how they market and how they use the internet to get more attention? 

8:10 How do you figure out the number of touches a lead touches before they decide to become a student?

11:25 What are you tracking?

14:21 What is your budget like? 

16:30 Do you do retargeting? 

20:00 You achieved a 76% decrease year on year, what were the key learnings for you? 

23:10 It seems like your content calendar approach to the year, is there a model for when your budget will be best spent? 

26:25 When you are testing different benefits, how many would you test against each other? 

31:15 Successes and failures? 

35:28 Has anything you've tested turned out to be amazing? 

38:45 If you had an unlimited amount of budget what would you do? 

40:00 If you could go back and give yourself some advice on day one of working at Staffordshire University, what would it be? 

For show notes and to get a free review of your website and digital marketing, complete with a tailored plan to increase your leads and sales online, head to  https://exposureninja.com/podcast/episode151/

Feb 26, 2020

This week on the show, we have Holly Pither from Tribe PR, an independent communications agency specialising in earned media to help organisations of all sizes increase their brand advocacy. She is here to talk about how brands can become 'tribes' and what that can do to build advocacy for your company. 

 

You probably know people who are part of a brand’s ‘tribe’, you may even be part of one. We're talking about someone who is more than just loyal to a brand, they strongly advocate it. A classic example of a brand with a strong tribe mentality is Harley Davidson motorcycles. They know exactly what they stand for, they know who is part of that tribe, and they don't open it up to everyone. 

 

But is your company tribe worthy? 

 

You would be surprised at the array of different companies that are incorporating this 'tribal' brand affinity into their marketing. It can work with B2C and B2B companies. Your brand might never be as 'cool' as Harley Davidson, but that doesn’t mean you don’t have a quality product or service that people won’t believe in.

 

Holly goes through and breaks down how to start to build this tribal brand mentality and helps us understand the most important element: 

 

"People aren't just buying your brand, they are joining it."

 

  1. 2:44: What is Tribe PR
  2. 4:20: What is a tribe and are there any companies that already have tribes? 
  3. 6:30: How would a business know if they have a tribe already? 
  4. 7:48: "Is my brand cool enough?" Is this something every brand can do? 
  5. 11:49: What's the first thing to do to start becoming a tribe worthy? 
  6. 16:40: How do you ensure brand consistency?
  7. 22:55: How do you know your brand is going to resonate with customers? 
  8. 26:39: How do you know if this stuff is working? 
  9. 33:10 What are some of the successes and failures of the campaigns that you've run? 
  10. 37:23 Is there anything that you've done where you've thought "they want to push this but I don't think it's going to work", then it's worked? 
  11. 40:00 If you can pick only one marketing channel what would you pick? 
  12. 40:50 If you had to annex Tribe PR in the next year, what would you do?
  13. 41:38 If you could go back and give yourself advice on day one of Tribe PR, what would it be?

 

For show notes and to get a free review of your website and digital marketing, complete with a tailored plan to increase your leads and sales online, head to  https://exposureninja.com/podcast/episode150/

Feb 19, 2020

In this episode of the Exposure Ninja Digital Marketing Podcast, we have David Deng who has built a massive Instagram following for his @entrepreneurshipfacts account. With an impressive 1.2milllion followers and 2,000-3,000 new followers each day. 

David has a unique insight into how to build a successful Instagram page and this video will help answer questions such as, how many times a day should I post? What sort of content is best for my audience? And what hashtags should I use for my business?  

We also get an insight into other aspects of building a large following on Instagram that may not seem too important at first glance, such as the username you choose for your account. This small but significant step is a great way to build followers and help your account become well known. So you need to get it right! 

So sit back and enjoy as we get down to the nitty-gritty of how David has managed to build such an extraordinarily large Instagram following in 3 years. 

  1. 2:30: When did you start the page and why? 
  2. 5:30: Did you think it could get to a point where you could earn income from the page? 
  3. 7:15: What does it look like on a daily basis managing a page with 1.2 million followers? 
  4.  8:44: What have you learnt about posting frequency as you've built the page? 
  5. 11:00: Instagram has seen a lot of content evolution recently, what sort of content best fits your audience? 
  6. 12:35: What's more important, value or format?  
  7. 14:00: As you were building the page did you start to feel pressure about creating new content?
  8. 16:40: What are the most effective growth strategies that you've come across in your journey so far?
  9. 19:41: How do you find the hashtags you use and do you have any tips? 
  10. 22:30: What strategy do you use to promote other accounts? 
  11. 25:14: How has your page been grown almost exclusively organically?  
  12. 27:00: How did you align yourself so well with your target audience? 
  13. 29:23: How will things change as Instagram starts to take away like? 
  14. 30:20: Do you have an Instagram hacks? 
  15. 34:38: What are some of the ways you can monetize your page? 
  16. 36:06: How do you choose the relevant ads for your audience?
  17. 40:18: If three years ago David could see you today, what would he say? 

For show notes and to get a free review of your website and digital marketing, complete with a tailored plan to increase your leads and sales online, head to https://exposureninja.com/podcast/episode149/

Jan 1, 2020

In this episode of the Exposure Ninja Digital Marketing Podcast, we are getting to grips with Google ads and showing you how to determine if they are worth investing in for your business.

Google ads are expensive and can be complicated, it's safe to say that you need to know what you are doing when you advertise with Google ads. So It's not surprising that the majority of business that are using Google ads are not being effective with their budget.

Before using Google ads it's important to know your Cost-Per-Click (CPC) and your website's Conversion Rate (CR). With these in hand, you can calculate if Google ads can be effective for your business.

Here is Tim to give you some golden rules for when you should not waste your money on Google ads.

Here’s when you should NOT run Google ads –
2:13: When the numbers don’t make sense.
6:33: When your website SUCKS compared to competitors.
7:33: When you don't have a clear conversion goal.
8:42: If people aren’t searching for what you do.
9:34: If you are not committed to optimising and tracking things over time.

Dec 18, 2019

On this episode of the Exposure Ninja Digital Marketing Podcast, Tim is joined by Araks Nalbandyan from 10Web. 10Web is an all-in-one website building platform which offers managed WordPress hosting on Google Cloud.

From April to December this year 10Web has grown to now host over 10,000 websites. Araks Nalbandyan is on the show to talk about how they have achieved this using varied digital marketing techniques including Facebook groups, PPC and AppSumo.

What struck us about this interview with Araks Nalbandyan was the energy of 10Web. They worked very hard this year testing lots of different approaches to their digital marketing. When they found a strategy that worked they adopted it into their campaign.

10Web gain new customers through various channels but their most successful channel is a WordPress enthusiast Facebook page which gained 2,000 followers in two months. Building a community such as 10Web's Facebook group can position your brand as an authority in your niche. 10Web is also trialling a YouTube channel.

Tune in to find out why 10Web invested so much in testing out different digital marketing strategies and discover which worked and which didn't.

3:39: Introduction - What is 10Web
3:35: How long has 10Web been going and what scale are you at now?
5:55: What is your main way of getting new customers?
7:00: Do you have a customer acquisition cost?
8:35: Facebook group strategy.
10:22: Is the Facebook group as important as your Email list?
12:05: On the Facebook group, how do you balance selling your product vs giving free advice?
13:17: Was there much trepidation before deciding to use AppSumo?
15:32: How did AppSumo help?
17:50: Disaster strategies
19:54: Winning strategies
23:00: Benefits of Video and YouTube
24:20: Quickfire questions

Dec 11, 2019

In this episode of the Exposure Ninja Digital Marketing Podcast, we are trying out a new format. We're going to be bringing you a mixture of How To's, Deep Dives and Ninja Nuggets on top of our classic Interview episodes. 

This week is our first 'How To', showing you how to improve your website's leads and sales in 10 days. Tim walks you through four simple ways you can improve leads and sales without having to run any ads or generate new traffic. 

If 1 out of 100 visitors to your website turn into a lead or sale then it means your website has a 1% conversion rate. If you can adapt parts of your website to increase it to a 2% conversion rate, then you have doubled the volume of leads and sales your website generates. 

At Exposure Ninja, we have boosted a client's conversion rate to 34%! But on average a good conversion rate for your website is about 3%-4%. Getting your website to this point is fantastic and it can be done without having to spend money. 

This all sounds simple and it can be with some small but efficient changes to the layout and copy on your website. So listen to our resident guru and Head Ninja, Tim to find out 4 Ways To Increase Your Leads in ONLY 10 Days.

04:52 Tip 1 — Use credibility triggers 

10:43 Tip 2 — Increase the appeal of your lure 

15:59 Tip 3 — Answer your customer objections 

17:41 Tip 4 — Make your call-to-action obvious

You can also catch this episode on our YouTube channel where you can see examples of the four tips we discuss in this episode, just go to https://www.youtube.com/watch?v=660mr-0PvGQ

For show notes and to get a free review of your website and digital marketing, complete with a tailored plan to increase your leads and sales online, head to https://exposureninja.com/podcast/146/

Nov 27, 2019

In this episode of the Exposure Ninja Digital Marketing Podcast Tim is joined by Daisi Pollard. Daisi is here to talk about how images impact conversion rates and how creating better imagery on your website can massively boost the sale of your products. 

It is said that humans process images around 60,000x faster than the written word, subconsciously analysing images and determining their appeal before you even realise. So good e-commerce photography and good graphic design could play a bigger role in the buyer's journey than you once thought. 

Daisi explains that by identifying the niche market your product is in and creating targeted imagery around that niche market can have a dramatic effect on sales. Another route is to let that niche market create the imagery themselves by utilising influencer marketing. 

In the modern world, we live in today people become loyal to the brands they buy for example Gucci, Nike, Ray-Ban, they have somewhat of a cult following. By building an emotional connection to your brand through the way it's perceived in images can create this type of brand loyalty. 

To find out more about the power of good brand imagery and how it can boost your website's conversion rate take a listen to Daisi Pollard. 

2:12: How important are images to a websites conversion rate?

5:20: Influencer marketing/ In house photography

7:43: Is good photography just for e-commerce websites? 

10:06: Does having pictures of people build trust? 

13:25: How does somebody know if they need new product photos

17:30: Are broader plainer images better or are lifestyle images with the use of models better? 

27:35: What impact does product demonstration have? 

32:30: What needs to be included in a demonstration video?

For show notes and to get a free review of your website and digital marketing, complete with a tailored plan to increase your leads and sales online, head to https://exposureninja.com/podcast/145/

Nov 20, 2019

In this weeks episode of the Exposure Ninja Digital Marketing Podcast Tim is joined by George Papazov, from TradePro Academy, a trading membership platform that helps newcomers to stocks trade like a pro. George is here today to share the tools and techniques he is currently using to gain a massive amount of organic traffic to his website.

TradePro, which offers an educational course/program for people who are interested in learning how to trade stocks, options and forex, is a website that has seen booming interest thanks to their digital marketing efforts. George has managed to build a thriving community of traders who can meet, learn and interact to share ideas through some ingenious marketing strategies.

TradePro’s main source of revenue comes from their memberships, which is a notoriously difficult area to generate revenue, as it’s hard to get people to commit to paying a monthly fee. How is George achieving such success in this area? In our podcast, he shares details on how TradePro uses a constant stream of fresh content to maintain high levels of membership. Due to the volatility of the trade industry, he explains how this works and why it is necessary. He also talks about how you can repackage content into actionable advice for your visitors.

To finish, George gives us extra insight into how TradePro is able to hold on to the memberships once it has them. The business acquires them via three main funnels and utilises these strategies to keep consumers interested. The strategies are:
- Free training courses
- Organic SEO
- Social media presence.
If you want all the details, listen in to find out how George is using these avenues to boost leads and sales for TradePro

Nov 13, 2019

In this week’s episode of the Exposure Ninja Digital Marketing Podcast Tim talks to you about you and how your mindset can affect your digital marketing. Mindset governs what we do - it governs our actions so having our head in the right place is crucial for setting up a business and our digital marketing. 

We are going back to basics and talk about the fundamentals of why you want to create a business in the first place. Does your business fulfil a need? Or is it designed around you and what you want?  

Many business owners would be happier to sit back and have money in the bank rather than invest that money in growth. At the same time, these business owners would like to see dramatic results with little investment but with little investment comes mediocracy. If you want growth sometimes you will have to take risks. 

Your mindset can dramatically alter the course of your business so listen as Tim takes you through four reasons why your digital marketing is being held back by things nothing to do with your digital marketing: 

- 2:22 - 1. Designed their business or product around them. Our business is set up primarily to serve us (The owner). 

- 9:20 - 2. Fear of failure. We’d rather keep money in the bank than investing in our growth because we’re scared it won’t work.  

- 17:38 - Obsession with irrelevant things:

  1. Terminology 
  2. Competitors
  3. Technology
  4. Logo colours

- 20:40 - Belief in miracles

For show notes and to get a free review of your website and digital marketing, complete with a tailored plan to increase your leads and sales online, head to https://exposureninja.com/episode#143

Nov 6, 2019

This week Tim is joined by Nick James, from Seriously Fun Business. Nick is an events organiser come sales specialist and has married the two by putting on some incredibly influential events for businesses owners who want to grow their companies. 

Nick can sell over 200,000 seminar tickets per year with the use of his digital marketing techniques. He focuses on three main areas when it comes to digital marketing: 

 

  1. Building a personal database i.e. a list of people interested in events, attended webinars, taken lead magnets etc.. 
  2. Paid Facebook advertisements
  3. Use of multiple social media platforms: Twitter, Facebook, LinkedIn and Instagram

 

So listen up as Nick tells you how he leverages these three areas to convert a massive amount of ticket sales. 

 

To find out more about Expert Empires (and also see Nick’s fantastic emails) go to https://exposure.ninja/ee

Oct 16, 2019

In this week’s episode of the Exposure Ninja Digital Marketing Podcast, Tim is joined by our very own Head Of SEO Andy Tuxford. Together they delve into the psyche of Google to understand how the search engine thinks when it comes to what websites they give authority in their search results.

 

Andy has been up all night in preparation for this podcast looking at a wealth of Google research papers, intending to give you a better understanding of how Google checks facts. How Google understands what’s true and not true is important for your website’s rankings.

 

Our latest episode is a must-listen for any SEO lovers out there or for anyone who likes to talk SEO technicalities. Learn some tips from a tried-and-tested industry expert with the Exposure Ninja Digital Marketing Podcast.

 

Disclaimer: The data we discuss in this podcast is from a Google research paper published by Google NYC. Google has not said anywhere that this is how they check facts in their algorithm. 

 

In this episode, you will learn if algorithm changes will affect your business and about each step in Google's fact-checking process: 

  1. Generation - Collecting evidence
  2. Relevance - Comparing the evidence based on key features
  3. Stance - Decision about accuracy and ranking
Sep 26, 2019

In this week’s episode of the Exposure Ninja Digital Marketing Podcast, Tim discusses lessons learned from Exposure Ninja’s recent Digital Mastermind session. Bringing together business owners and elite digital marketers, these Mastermind gatherings are designed to breakdown common problems like traffic acquisition and lead generation, and find powerful solutions to turbo-charge results. 

To help your business get the most out of its website, episode 140 tackles some crucial talking points from the most recent Mastermind, and looks at how you can replicate the success of others. This one is all about taking advantage of the low-hanging fruit potentially available to your website; opportunities that can drive up quality conversions and see your profits rise with just a few simple changes. 

What You’ll Learn About Increasing Conversions in This Week’s Episode:

  • How to build credibility and trust on your website to encourage interest 
  • The benefits of crafting a buyer narrative that sells, and how to do it
  • The true power of social proof when it comes to selling
  • How to enhance credibility without any prior experience/testimonials/credentials
  • Tips for getting customers interested in your product
  • How to build a lead generation tool that works for your brand
  • The golden rules of developing a compelling call to action.

For show notes and to get a free review of your website and digital marketing, complete with a tailored plan to increase your leads and sales online, head to https://exposureninja.com/podcast/episode140

Sep 18, 2019

In this week’s episode of the Exposure Ninja Digital Marketing Podcast, Tim is joined by our resident sales powerhouse, Wayne Dharana, on location in Luton (I know, fancy!)

In this podcast, Tim and Wayne show you how to take your business from 0 to 20K of sales — as such, this episode is ideal for absolute beginners who’re starting from scratch with their businesses.

For many businesses or solopreneurs, getting to that first 20K of sales is often the most challenging period of their business life because until you have sales coming in you don’t have the marketing budget to spend on actually doing marketing (which is super important), which means you don’t get sales — it’s a tricky loop to be stuck in or as Tim likes to call it, the DEATH LOOP OF HATE… 🤨

The goal of this episode is to guide you to a place where you’re able to generate some sales and you’ve got that feedback loop working for you instead of against you!

You'll definitely need your notebooks for this one — buckle up folks ‘cus this episode is killer!!

For show notes and to get a free review of your website and digital marketing, complete with a tailored plan to increase your leads and sales online, head to https://exposureninja.com/episode139

Sep 11, 2019

In this week’s episode of the Exposure Ninja Digital Marketing Podcast, Tim is joined by Seth Kravitz from Phlearn - an online course platform for photographers and creatives who want to learn how to use Photoshop and Adobe Lightroom.

Phlearn operates in an incredibly competitive space but Seth and his team have managed to build Phlearn into the no.1 platform for learning Photoshop online with the help of their super savvy Facebook Ad campaigns.

Today, Seth walks us through how he and his team have built Phlearn, specifically focussing on their approach to Facebook Ads and sharing one ridiculous accidental test that they ran with no targetting at all with surprising results!

This episode is a must-listen for any businesses out there considering a Facebook advertising strategy. Learn some tips from a tried-and-test industry expert with the Exposure Ninja Digital Marketing Podcast.

In This Week’s Podcast About Facebook Ads, You’ll Learn:

  • How to stand out from the crowd in a highly competitive space – hint: it involves being consistent and more entertaining than your competitors 
  • How to combine content marketing, organic and paid advertising to get new customers
  • Facebook Ads & Content Marketing: how to combine the two for insane ROI and growth
  • Different types of ads: the importance of building up an in-house resource bank
  • The importance of brand consistency when creating ads
  • The importance of choosing the right type of content for your ads, e.g. images vs video
  • The importance of targeting: get to know your customers (demographics but also what type of content they like) and target lookalike audiences with the same type of content
  • How to create a successful Facebook Ads funnel
  • Landing pages vs content: where to drive customers for more conversions
  • How to utilise your best content to generate traffic with commercial intent
  • Reducing bounce rate: how to keep people on your site longer than they need to be

For show notes and to get a free review of your website and digital marketing, complete with a tailored plan to increase your leads and sales online, head to https://exposureninja.com/episode138

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