Navigating International Relationships

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Navigating Global Relationships written by John Jantsch learn extra at Duct Tape Marketing

 The Duct Tape Advertising Podcast with John Jantsch On this episode of the Duct Tape Advertising Podcast, I interviewed Andy Molinsky, a distinguished professor at Brandeis College’s Worldwide Enterprise Faculty. With a Ph.D. in organizational conduct and a grasp’s in psychology from Harvard College, Andy is famend for his experience in cross-cultural communication and […]

The Ultimate Ranking Recipe: Content, Links & The Power of Persuasion written by John Jantsch learn extra at Duct Tape Marketing

The Duct Tape Advertising Podcast with John Jantsch

On this episode of the Duct Tape Advertising Podcast, I interviewed Tim Brown, founding father of Hook Company, a number one search engine marketing and internet design agency specializing in residence service companies equivalent to roofing corporations, HVAC, and plumbing providers. Tim shares his experience on the ever-evolving world of search engine marketing, shedding mild on the essential elements that contribute to profitable on-line visibility and rankings.

Key Takeaways

Tim Brown underscores the pivotal function of high quality content material and powerful backlinks in search engine marketing success, emphasizing the significance of making unique, participating content material tailor-made to the viewers’s wants whereas buying respected backlinks. Moreover, he highlights the facility of persuasive messaging and constant collaboration between groups to drive engagement and conversions. By leveraging know-how whereas sustaining a human contact, companies can optimize their search engine marketing efforts and obtain sustained development in in the present day’s aggressive digital panorama.

Questions I ask Tim Brown:

[00:33] What are the massive issues which have modified in search engine marketing?

[02:03] Would you say Content material and search engine marketing go hand in hand?

[02:49] How would you clarify the muse of search engine marketing to a newbie?

[04:30] What about individuals who have doubts about hyperlinks?

[07:28] How do you create efficient networks?

[18:16] What KPIs needs to be thought-about to measure efficiency and search engine marketing efforts?

[21:47] The place can individuals join with you?



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John (00:08): Hey, and welcome to a different episode of the Duct Tape Advertising Podcast. That is John Jantsch. My visitor in the present day is Tim Brown Hook Company, a Google paid adverts, search engine marketing and internet design agency that focuses totally on roofing corporations, HVAC, corporations and residential providers companies. A few of my favorites. Tim, welcome to the present.

Tim (00:28): Thanks for having me, sir.

John (00:30): So I assume let’s begin actually broad. What are the massive issues which have modified in search engine marketing? I do not know, as an example during the last couple of years?

Tim (00:39): Oh, yeah. So navigating AI is likely one of the greatest tough issues that lots of people try to determine. And I’d say the persevering with push to push increasingly more adverts onto the entrance homepage of Google, or competing increasingly more with paid adverts. And it is the scaling content material factor, and I assume it is Google’s competitors with chat g BT which might be among the greatest ones. And I feel a little bit bit extra emphasis, it sort of extends exterior of search engine marketing now, and other people that did not have methods that prolonged exterior of search engine marketing or those who had been simply search engine marketing specialists needs to be wanting on the different elements that relate to advertising. I feel it is simply not that search engine marketing goes away. We do not know. You recognize what I imply? Folks ask me that on a regular basis, what’s Google Shelf life and stuff like that. We do not know. I’d say search engine marketing can be round one other 10 years, however I am within the occupation, so it is exhausting to know. However I feel it is simply making an attempt to determine learn how to work the opposite issues that interrelate to search engine marketing and work with them collectively. I feel that is sort of a giant factor search engine marketing individuals needs to be targeted on.

John (01:51): Nicely, and the biggie in fact, I imply, I nonetheless battle this battle in the present day. Persons are saying, yeah, I would like someone to search engine marketing my web site. And it is like, nicely, there isn’t any content material. There’s nothing there to search engine marketing, so to talk. So I imply, you speak about these associated issues. I imply, content material clearly is married to search engine marketing, proper? Oh yeah.

Tim (02:06): Sure, completely. And content material advertising virtually. That might be should you’re an search engine marketing, that might be your intro to actually entering into issues which might be adjoining to search engine marketing, however not technically. search engine marketing in that content material is, and it goes exterior of search engine marketing as a result of there’s content material that we make that has nothing to do with that search engine marketing, nevertheless it does typically positively have an effect on search engine marketing whenever you’re doing good content material.

John (02:36): So should you’re making an attempt to assist someone get began, I do know you’re employed with among the, and this will likely sound stereotypical, however among the commerce professions, they know their enterprise, they know a little bit about advertising. And so should you had been going to attempt to inform someone who did not know a lot about search engine marketing, how would you say, this is the muse, this is the weather you have to perceive.

Tim (02:57): Yeah, I normally simply speak about content material and hyperlinks. So content material and hyperlinks are the 2 greatest ones. After which once I pepper within the technical or conventional search engine marketing, it is like your web site must be quick and nicely ordered, and it must have templates for sure sorts of content material, like with native search engine marketing native touchdown pages for various cities plus service. So if they are a roofing firm or an HVAC firm or plumbing firm, plumbing plus Indianapolis, we’d like these pages and all of the suburb pages round them. However it’s a matter of getting these items of content material on the market after which hyperlinks from different web sites. I imply, they do not know what meaning half the time. And I am so used to coping with contractors, although I am used to utilizing the non-technical phrases, nevertheless it’s simply getting a hyperlink from different web sites again to yours from different, normally they need to be in your area of interest or your locality. So that you’re on the lookout for residence service or building associated web sites to get hyperlinks to your web site. There’s simple methods to do it. I imply, clearly a whole lot of your viewers might be extra superior on this, nevertheless it’s determining, for me, it is determining learn how to, why do I would like that stuff? Nicely, Google must know that your web site is professional, and that is one vote. Each hyperlink from a professional web site is a vote to your web site, that your web site is vital. In order that’s sort of one of many methods I speak about it.

John (04:30): And a whole lot of instances, I do know lots of people will say, nicely, why would someone hyperlink to me? You concentrate on the contractor world, I imply, they work with a whole lot of subcontractors. They work with suppliers of taps or plumbing of some type. All of them belong to nri and teams like that. These are the primary locations to go get hyperlinks. They

Tim (04:52): Completely, yeah, should you’ve acquired a distributor or a producer that you’ve certifications from, if they’ve a listing of contractors, be sure you’re on that. And also you talked about transforming one. There’s different ones clearly in several trades. Yeah,

John (05:07): Clearly each trade, yeah,

Tim (05:10): There’s native ones too, proper? Your chamber of Commerce that you just’re a part of needs to be a part of, and you need to get that hyperlink too and simply be certain they’re linking to you. After which should you’re a part of a B 9 group and so they have a web site or wherever, all these networking issues, and that is another excuse why I say this. search engine marketing effort sort of extends past what we’re doing simply in search engine marketing, as a result of as we community, we get extra alternatives to get hyperlinks as we do actual enterprise, we get alternative. When you have a producer certifications for producers, these are actual alternatives for hyperlinks too. So a whole lot of instances it is sort of discovering the pure hyperlinks that will come to you from all of the individuals in your trade. Truly, Tommy Meow, who’s a giant residence service trade, he is an superior dude, and he has a enterprise known as the Residence Service Millionaire.

(06:01): However he advised me this technique and I did it. He stated, go into your QuickBooks and have a look at everybody you have paid within the final three months, after which ship them a message, a little bit fast electronic mail or a little bit video message and textual content ’em or no matter, and say, Hey, might I do a video testimonial for you? Or might I provide you with a testimonial? In the event you’re pleased with their providers, might I provide you with a testimonial? Would you contemplate linking to me in your homepage? And I’ve achieved that and gotten ones from very massive web sites. So a whole lot of instances we need to observe the present relationships and organizations that we’re in and get hyperlinks that approach, and that is in all probability untapped for lots of native residence service companies.

John (06:44): Yeah. Yeah. I imply, I am glad you talked about the phrase networking, how I’ve at all times talked about it as nicely, versus it being kind of scammy feeling. It is a very professional factor. I need to return to the situation service pages that you just talked about, as a result of that concept, significantly with residence providers, significantly with native companies, is a approach for them to get present in suburbs, nevertheless it’s additionally very spammy. I imply, it has been very spammy. I am not speaking concerning the strategy typically. Lots of people have spammed. You go to someone’s web site and it says mainly it is the very same content material, the very same pictures, it simply has a unique identify of a suburb or neighborhood. How do you create these which might be really efficient as a result of Google does not like that sort of content material both. So how do you create these which might be really efficient and helpful versus being spammy?

Tim (07:34): Yeah, so I’ve tried that previously. I feel each very long time search engine marketing has, I actually tried to do it with code the place it will inject. I put the identify in as soon as after which it will put town identify in each, I’ve tried all sorts of issues, and I’ve tried them and failed at them so you do not have to, so it does not work, or it really works for a really brief period of time after which will get devalued. So because of this we’re making an attempt to go for long-term helpful content material, search engine marketing, as a result of it is much less more likely to get, we do a bunch of labor after which three years later all the pieces goes down. So we attempt to make stuff that references actual issues in that city or metropolis. And I additionally do not suppose it is the worst factor. It needs to be unique content material, however I additionally do not suppose it is the worst factor to place out 15 of them after which a few two or three sort of take off. And you then carry on constructing into them. You retain on including extra precise native pictures. You retain on constructing out extra native targeted content material. So it is okay to do 15 all unique content material, however perhaps you are solely doing 500 phrases or one thing like that. After which over time, you may actually push into them and attempt to make it extra complete.

(08:47): We now have the identical FAQs on a whole lot of completely different pages, however you possibly can additionally reply them once more another way. I might reply the query about what’s a backlink 25 instances a plumber might reply the query, what is the quickest approach to get a bathroom unclogged with infinite variety of variations across the language that they are utilizing? So there’s nothing unsuitable with answering the identical questions in a brand new approach. And I feel in the end the content material, the increasingly more you can also make it unique, the higher. Truthfully, there’s nothing unsuitable with beginning with decrease quantities of content material. Then as one thing pops off, I take into consideration minimal viable content material. We have to get a whole lot of content material on the market, and a whole lot of instances, and that’s the sport proper now, proper? We’re placing out a whole lot of content material and we’re AI assisted. We at all times have each single human, each single piece of content material has human edited, and there is a whole lot of completely different opinions within the search engine marketing world about what’s admissible and what’s applicable and all these various things.

(09:53): I discovered that I used to be utilizing AI to create content material myself after which modifying it and making it higher and utilizing it for analysis and utilizing it for various issues. And I felt like if I am not doing that for my shoppers, then I am virtually being like I am holding them again once I really imagine that that is making my content material higher as a result of it is making me faster on analysis and on various things. So I felt prefer it was applicable based mostly on that to really transfer into ai. However there’s completely different opinions on that, and other people which might be going full AI with no enhancing are getting hammered and harm within the SERPs proper now. So search engine consequence pages. So mainly be careful, and that is harmful, nevertheless it’s nonetheless efficient. So it is determining learn how to impact

John (10:44): A pair actually sensible makes use of there. You talked about having completely different variations of the identical reply to a query. In the event you write a superb strong technical reply after which simply take it to AI and say, give me eight variations of this, that to me is an excellent good use. And positively should you write a superb weblog publish, asking AI to create title and metadata, meta descriptions, it is higher at that than you and I are as soon as it is acquired one thing good to work with, it is my pleasure to welcome a brand new sponsor to the podcast. Our associates at ActiveCampaign, ActiveCampaign helps small groups energy massive companies with a will need to have platform for clever advertising automation. We have been utilizing ActiveCampaign for years right here at Duct Tape Advertising to energy our subscription types, electronic mail newsletters and gross sales funnel drip campaigns. ActiveCampaign is that uncommon platform that is reasonably priced, simple to make use of, and able to dealing with even probably the most advanced advertising automation wants.

(11:43): And so they make it simple to modify. They supply each new buyer with one-on-one private coaching and free migrations out of your present advertising automation or electronic mail advertising supplier. You may strive ActiveCampaign free of charge for 14 days and there isn’t any bank card required. Simply go to tape. That is proper, duct Tape Advertising podcast listeners who enroll by way of that hyperlink. We’ll additionally obtain 15% off an annual plan if bought by March thirty first, 2024. That is tape. Now, this provide is proscribed to new lively marketing campaign prospects solely. So what are you ready for? Gas your development, increase income and save treasured time by upgrading to lively marketing campaign in the present day.

Tim (12:30): I additionally just like the get the transcript from YouTube. To illustrate you made a video that was about one thing very technical and you’ve got subject material experience in that video, utilizing the transcript and turning it right into a weblog publish, nonetheless customise it, make freshen it up, be certain it is human readable and feels good, after which embed the video on the high of the publish. And if it wasn’t your video, be sure you’re linking to their web site. However I feel if it is your video, in the end you possibly can rep content material repurposing, I feel is sort of what you are getting at there too. John is like, AI is so good at content material repurposing, and I like something with ai, we’re utilizing a smaller information set than simply the complete web. I really feel like the complete web is filled with rubbish. In the event you actually combined all of it collectively, it is only a rubbish soup. But when we fed it, let’s, as an example you are an HVAC firm and you are a provider vendor and also you fed it their guide and also you used it to construct up for provider merchandise that approach, that will be an unimaginable use. Principally, smaller information units higher data.

John (13:45): And the factor I really like about video or audio transcripts too, is you mechanically get the voice and tone and magnificence of the speaker, which is one thing that once more, actually informs the AI to talk such as you do. And I feel that is a very vital ingredient of it. So

Tim (14:01): As individuals get, lemme do one final 20 seconds on this subject. Folks get increasingly more targeted on ai. There’s a possibility to return to the basics of promoting, particularly if AI is automating some busy give you the results you want. So return to the study persuasion within the fundamentals of promoting, and it’ll inform all the pieces you are doing. So it is nice to make use of ai, nevertheless it ought to release a few of your time to then return and get higher at persuasion.

John (14:33): So we began speaking a little bit bit about video because it pertains to different content material creation, however how about simply video itself? Do you suppose that in the present day, the world we stay in in the present day, all people ought to have a YouTube channel. They need to be creating video content material, they need to be publishing it in all of the locations you may publish.

Tim (14:52): I am lengthy video. I am lengthy video, and you already know what I like about it? I like that it teaches me issues about consideration and grabbing consideration. I really like search engine marketing, okay, we get a whole lot of leads from our personal search engine marketing, and I imagine in it for if 70, 80% of the clicks on Google are going to natural, you then should not neglect it, even when it is exhausting. Some individuals need to watch video, so I incorporate it into most weblog posts. We’re incorporating some sort of video. After which I feel the brief kind video stuff, the TikTok Instagram stuff of the world, it is displaying us learn how to seize consideration faster, getting higher at it. Within the final two days, movies on our TikTok and Instagram have gotten over 2 million views, and that is area of interest stuff. That is roofing. So it’s loopy what’s doable. And it additionally teaches you issues about how fast all people’s consideration span is as of late and the way can we feed that a little bit?

(15:56): How can we be a part of it? I am not making an attempt to create the issue, however I am making an attempt to trip the wave. If that is what’s occurring, then I will attempt to be taught it, after which I feel you possibly can apply these ideas to your different content material. I imagine most individuals needs to be experimenting with video, and I feel it is okay should you’re contemplating it experiments, and I feel it is nice to fail at it lots and you continue to get higher. All of us get higher by failing at it lots. And it’s, however I do not know if everybody needs to be chasing virality. Native residence service companies shouldn’t be chasing virality. They need to be chasing gross sales enablement video content material, after which leisure. Leisure although generally goes viral. So the purpose is is I do suppose residence service companies mustn’t simply be informing, they need to be additionally entertaining their ideally suited prospects.

John (16:45): Yeah, I bear in mind we now have a shopper that is a house remodeler and so they’ve been within the video for a very long time, and the video that to this date acquired them probably the most consideration and probably the most clicks was a pair guys had been taking a deck, they had been going to exchange a deck on the again of a home. They had been taking the deck off and there was a complete household of raccoons in there, and so they videoed that after which shared that. And naturally, it did not have something to do with the enterprise, however all people beloved it. And so I feel it does. I feel really, such as you say, displaying the human aspect is nice, however I completely agree with you. I imply, what you actually need to get is enterprise targets.

Tim (17:19): Completely. And so it is sort of making an attempt to combine these collectively when doable. And you will discover should you tried to go, as an example if someone tried to get a ton of views for a 12 months in a row, I did it for a 12 months each single day making an attempt to go viral. It took me seven or eight months to lastly do it. And I used to be like the primary 5 issues that acquired over one million views weren’t good for my enterprise actually. I simply began simply slapping my brand on there simply to attempt to get some sort of model constructive stuff from it. However I feel you be taught, that is why it is experiments and studying. And most companies although, mustn’t, I do not know should you ought to try this day by day for a 12 months to be taught, nevertheless it’s enjoyable. It is enjoyable. Have enjoyable along with your advertising if nothing else, have enjoyable along with your advertising. Yeah.

John (18:02): So let’s soar to the one which lots of people have bother expressing a whole lot of, I am certain not you Tim, however a whole lot of search engine marketing of us do not actually speak about ROI essentially. What ought to someone be taking a look at what KPIs even ought to they be taking a look at to actually really measure the efficiency and their search engine marketing efforts?

Tim (18:25): That is a giant query, John. That is a terrific one. I have a look at the upward swing of key phrases and backlinks over the primary six months. I feel the primary six months we’re actually speaking about these very mild, it is sort of smooth stuff. And we now have to elucidate to our shoppers why that is good. Why is me rating for extra key phrases, generally not even excessive intent. I feel that there is a component although of, I used to be doing air quotes there, I understand that is audio, so excessive intent being like they’re more likely to buy. And we’re simply speaking by means of that. We’re like therapists for these first six months. And it is robust as a result of it is unclear. And PPC will get to only be like, Hey, we’re over right here earning money. And search engine marketing needs to be like, okay, nicely we’ll earn a living sometime. And that is what we wrestle with backwards and forwards. It is not a simple job, however it’s simpler whenever you present them deliverables, whenever you present them particular issues that had been accomplished on their behalf.

(19:28): So that is what we give attention to. After which we discuss them by means of why extra hyperlink, we educate. We now have to teach. search engine marketing simply inherently has to teach extra. So this is why we’re getting you extra backlinks as a result of each backlink is a vote for your corporation’s web site. And the extra backlinks we now have, the extra doubtless you might be to rank excessive. And with content material, the extra we’re rating for one, these are linking alternatives as a result of each single weblog publish on the market individuals might hyperlink to, particularly if it is a good weblog publish, nevertheless it’s additionally giving topical authority. So we speak about topical authority even with our blue collar trades targeted industries we’re speaking about you must cowl a subject extra in depth, after which clearly the situation pages is a little bit bit simpler to elucidate, and we present them these rankings over time. After which as ROI is mostly a 12 months to 2 years, and that is the toughest half about search engine marketing.

(20:25): We’re speaking about long-term performs with compounding advantages. After which should you carry on going, it will get actually good. And generally that feels like lies to residence service enterprise homeowners and small companies typically. So it is studying sufficient. I feel as a contractor or any sort small enterprise proprietor that is making an attempt to rent search engine marketing it, attempt to get someone that has a whole lot of 5 star evaluations, attempt to work with an company that truly has observe report and case research, nevertheless it’s actually exhausting, dude. It is a exhausting factor. How am I purported to belief you? And it is nonetheless exhausting, even should you discover a respected one as a result of search engine marketing is difficult and a few individuals, that is what most individuals do not need to say, however some individuals should not even do it. In the event you’re not going to go exhausting on search engine marketing, should you’re not going to really go exhausting, you should not do it. It is actually a waste of your money and time. Even should you’re spending a thousand {dollars} a month, that may be full waste to your cash. What’s worse 5 KA month and someone’s really going exhausting in your account or one KA month and so they’re not doing something. You may see it is a scary factor to rent. And I feel should you’re not going to go exhausting, simply save your cash and spend it on sponsor a t-ball staff.

John (21:44): Nicely, Tim, I recognize you taking a second to cease by the Duct Tape Advertising Podcast. So that you need to invite individuals to the place they could join with you and discover out extra about your work.

Tim (21:51): Yeah. Ought to I’m going too exhausting there, John? Anyway? No,

John (21:55): At not all. We’re simply out of

Tim (21:56): Am I nonetheless plugged in right here? There we go. Yep. Yep,

John (22:00): You are

Tim (22:00): Good., hook company throughout social media hook higher leads with the Google specialised staff that is completely targeted on roofers, plumbers, and HVAC tech corporations. And we actually recognize these industries. We love you guys. Thanks for being cool to us Hook

John (22:17): Superior. Nicely once more, recognize you stopping by and hopefully we’ll run into you one in every of as of late on the market on the highway.

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