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In episode #2685, Eric Siu, Neil Patel, Ralph Burns, and Kasim Aslam discuss the latest trends and changes in the world of paid advertising. The conversation delves into the need for marketers to take a full-funnel approach and invest in impression-based ad channels to drive long-term growth.   Don’t forget to help us grow by subscribing and liking on YouTube!   Check out more of Eric’s content (Leveling UP YT) and Neil’s videos (Neil Patel YT)    Connect with Kasim on Twitter and Connect with Ralph on LinkedIn   TIME-STAMPED SHOW NOTES: (00:00) Today’s topic: What's Changing in Paid, Brandformance vs Performance Marketing, It's Impossible to Track the Customer Cycle & more (00:14) Brands are shifting from performance marketing to brand marketing. (01:39) Shifting conversion-based ads to consideration and awareness campaigns. (03:29) Creating brand and conversion audiences for better results. (04:48) Strategy works well for mid-sized brands, not for smaller or enterprise brands. (06:43) Attribution in digital marketing is unreliable and lacks data. (08:28) Agencies often provide misleading data and metrics. (09:53) Full-funnel marketing is essential in a world with limited attribution. (11:00) Top of funnel traffic compressed, need to spend where you can't see. (11:51) Need to spend on impression-based ad channels and a full funnel. (12:17) Sales cycles are longer than 30 days, need to zoom out and analyze beyond 90 days. (13:26) Impact of campaigns can be seen downstream beyond 90 days. (14:08) Controversial take: business coaches are the stupidest things ever. (14:34) Platforms like Facebook and Google don't accurately measure return on ad spend. (15:53) Data and analytics are important but can't measure everything, rely on directional movement. (17:25) Leap of faith required for top of funnel campaigns, patience and incremental spending. (19:32) Importance of good agencies in navigating data and analytics. (20:33) Hope to be among the remaining agencies in the industry. Go to https://www.marketingschool.io to learn more!   Leave Some Feedback:   What should we talk about next? Please let us know in the comments below Did you enjoy this episode? If so, please leave a short review.   Connect with Us:    Single Grain Eric’s ad agency NP Digital Neil’s ad agency X @neilpatel  X @ericosiu See omnystudio.com/listener for privacy information.

In episode #2684, we delve deep into the value of podcasting, particularly from an M&A perspective as our guest, Ralph Burns, discusses purchasing a podcast and its impact on business.    Don’t forget to help us grow by subscribing and liking on YouTube!   Check out more of Eric’s content (Leveling UP YT) and Neil’s videos (Neil Patel YT)    Connect with Kasim on Twitter and Connect with Ralph on LinkedIn   TIME-STAMPED SHOW NOTES: (00:00) Today’s topic: How I bought a podcast, The valuation of podcasts, The risk of being overtaken & more (00:13) Ralph shares his experience of buying a podcast and the valuation process. (02:28) Ralph talks about negotiating the price of the podcast with Ryan Dice. (04:04) Ralph discusses the value they derived from the podcast in terms of business leads and revenue. (06:10) Kasim asks Eric and Neil who they think could potentially surpass them as top content creators. (07:12) Neil explains that larger brands and a shift in content strategy can pose a challenge to their dominance. (09:01) Neil shares how they shifted their content strategy to focus on technical and complex topics to drive revenue.   Go to https://www.marketingschool.io to learn more!   Leave Some Feedback: What should we talk about next? Please let us know in the comments below Did you enjoy this episode? If so, please leave a short review.   Connect with Us:    Single Grain Eric’s ad agency NP Digital Neil’s ad agency X @neilpatel  X @ericosiu   See omnystudio.com/listener for privacy information.

In episode #2683, we discuss the effectiveness of Super Bowl ads and the rise of deepfake technology. We delve into the astronomical costs of Super Bowl ads, questioning their return on investment (ROI) compared to other digital advertising channels. Additionally, we explore the impact of deepfake technology on elections and businesses, highlighting recent incidents and emphasizing the need for increased security measures.   Don’t forget to help us grow by subscribing and liking on YouTube!   Check out more of Eric’s content (Leveling UP YT) and Neil’s videos (Neil Patel YT)    TIME-STAMPED SHOW NOTES: (00:00) Today’s topic: Yeezy $0 production spend on Super Bowl ad to make $19.7m, Super Bowl Ad or MrBeast Ad?, Microsoft, OpenAI, Google and others agree to combat election-related deep fakes  (00:26) Marketers spend on Super Bowl ads for branding, not ROI (01:17) Super Bowl ad costs breakdown (03:00) Kanye West's $7 million Super Bowl ad (03:55) High-quality production not necessary for high ROI (04:24) Tech companies pledge to combat election-related deepfakes (05:31) Company loses $25 million to a deepfake scam (06:12) Importance of having internal security team and cyber insurance (07:46) That’s it for today! Don’t forget to rate, review, and subscribe! Go to https://www.marketingschool.io to learn more!   Leave Some Feedback: What should we talk about next? Please let us know in the comments below Did you enjoy this episode? If so, please leave a short review.   Connect with Us:    Single Grain Eric’s ad agency NP Digital Neil’s ad agency X @neilpatel  X @ericosiu See omnystudio.com/listener for privacy information.

Syed Balkhi and Eric Siu discuss the power of compounding and the importance of maintaining friendships with other high performers. Syed shares his philosophy of giving unconditionally and compounding goodwill, emphasizing the need to avoid the frustration coefficient that can hinder progress. He also shares insights on the power of compounding, the challenges of passing on generational wealth, and the value of learning from historical patterns. This conversation provides valuable lessons and perspectives for both aspiring and experienced investors.    Watch the full interview here: https://youtu.be/O5VhhH0Aky8   Don’t forget to help us grow by subscribing and liking on YouTube!   Check out more of Eric’s content (Leveling UP YT) and Neil’s videos (Neil Patel YT)   TIME-STAMPED SHOW NOTES: (00:00) Syed Balkhi defines himself as a blogger who helps people build better websites using WordPress. (01:18) Syed Balkhi discusses the concept of running a profitable business every year to achieve a continuous exit. (02:46) Syed Balkhi shares his belief that most businesses won't hit venture scale and advocates for running profitable businesses. (04:41) Syed Balkhi explains the value of masterminds and peer groups for personal and professional growth. (04:58) Syed Balkhi advises teenagers and young adults to start building a network by following people they admire. (06:03) Syed Balkhi discusses the different benefits he gains from various mastermind groups and forums. (07:58) Eric Siu and Syed Balkhi highlight the importance of persistence and continuous effort in networking and meeting influential people. (08:49) Syed Balkhi introduces the concept of the frustration coefficient and warns about its negative impact on decision-making and relationships. (09:59) Syed Balkhi advises practicing radical candor and addressing frustrations directly to interrupt negative compounding. (13:29) The power of compounding goodwill and giving unconditionally. (14:43) Going deep instead of wide in networking and learning. (16:11) The structure of Awesome Motive as a management company. (17:07) The importance of alignment with founders and minority stake deals. (19:56) The driving forces of incentives and insecurities in human behavior. (20:47) Two driving forces shaping human behavior: insecurities and incentives. (24:59) The importance of empathy and aligning goals with team members. (26:07) Viewing acquisitions as a more lucrative alternative to paid media. Leave Some Feedback:   What should we talk about next? Please let us know in the comments below Did you enjoy this episode? If so, please leave a short review.   Connect with Us:    Single Grain Eric’s ad agency NP Digital Neil’s ad agency X @neilpatel  X @ericosiu See omnystudio.com/listener for privacy information.

In episode #2682, we discuss the impact of OpenAI's Sora on the marketing and business world. We highlight the significant loss in market cap experienced by Adobe stock after the announcement of Sora. The conversation delves into the hype and long-term potential of AI, the limitations of generative AI, and the role of prompt engineering in maximizing AI output. We also touch upon the future of YouTube as a search engine, the risks associated with AI companies, and the importance of strategy and quality content in marketing.   Don’t forget to help us grow by subscribing and liking on YouTube!   Check out more of Eric’s content (Leveling UP YT) and Neil’s videos (Neil Patel YT)    TIME-STAMPED SHOW NOTES: (00:00) Today’s topic: Sora causes Adobe to lose $18 billion dollars in 1 day,  The best way to make money in AI isn’t to create something like ChatGPT… (00:16) Adobe stock loses $18 billion in market cap due to Sora. (00:32) AI is overhyped in the short term, underhyped in the long term. (01:01) Sora can create a 1-minute video based on a prompt. (01:43) AI-generated content lacks engagement compared to human-created content. (02:17) Generative AI lacks editing capabilities, limiting its usefulness. (03:02) Creating AI projects like Chat GPT requires significant investment and talented engineers. (03:35) Jasper, an AI content writer, struggles to compete with Chat GPT. (05:02) Prompt engineering is a valuable skill in the AI field. (06:09) Selling multiple services reduces churn for agencies. (07:38) YouTube's Gemini AI can crawl and analyze video content. (08:22) Neil and Eric discuss the popularity of YouTube and Google (09:06) Neil and Eric share their experiences with YouTube optimization (10:17) Neil suggests starting a new YouTube channel if stuck in YouTube jail (10:29) Neil explains the importance of producing quality content for YouTube (12:01) Neil and Eric discuss investing in AI stocks for the next ten years (12:29) Neil and Eric both choose Microsoft as their top AI stock (13:18) Eric explains why Microsoft is a strong AI investment (13:43) Eric highlights Microsoft's ownership of Skype, LinkedIn, and Xbox (14:12) Eric discusses Microsoft's involvement with OpenAI (14:34) That’s it for today! Don’t forget to rate, review, and subscribe! Go to https://www.marketingschool.io to learn more!   Leave Some Feedback: What should we talk about next? Please let us know in the comments below Did you enjoy this episode? If so, please leave a short review.   Connect with Us:    Single Grain Eric’s ad agency NP Digital Neil’s ad agency X @neilpatel  X @ericosiu See omnystudio.com/listener for privacy information.

In episode #2681 of Marketing School, hosts Eric Siu, Neil Patel, and Ralph Burns along with Kasim Aslam from the Perpetual Traffic podcast delve into the future of agencies and the evolving landscape of digital marketing. They explore the challenges agencies confront in an era dominated by automation and AI, emphasize the necessity for agencies to deliver value beyond mere media buying, and underscore the significance of possessing profound expertise and fostering client success. Additionally, the hosts discuss the oversaturation of the agency market, the transition from percentage-of-spend management fees to performance-based models, and the potential for agencies to introduce equity or profit-sharing arrangements. Ultimately, the conversation underscores the imperative for agencies to adapt and innovate to thrive in the dynamic digital marketing industry.   Don’t forget to help us grow by subscribing and liking on YouTube!   Check out more of Eric’s content (Leveling UP YT) and Neil’s videos (Neil Patel YT)    TIME-STAMPED SHOW NOTES: (00:00) Introduction to the collaboration between Perpetual Traffic and Marketing School. (00:23) Ralph introduces himself and his agency, Tier Eleven. (03:18) Kasim talks about the challenges agencies face and the need for value-producing services. (05:05) Eric asks Ralph and Kasim about the future of agencies and the percentage of ad spend management fees. (06:07) Kasim discusses the obsolescence of media buying agencies and the need for deeper services. (07:05) Ralph talks about the oversaturation of agencies and the outdated model of selling specific ad platforms. (08:11) Ralph mentions the importance of client success and the need to prioritize clients over profit. (09:56) Ralph discusses the challenges faced by agencies and the high turnover rate. (12:03) Percentage of media model can still work if providing value. (13:06) Agencies need strategy and problem-solving skills to provide value. (14:54) Agencies' value and multiples are more realistic now, not artificially inflated. (16:10) 15-20x multiples for agencies will not come back. (16:49) Platforms will win with automation, agencies need to find value outside of that. (17:50) Charging per meeting, page, or lead can be an alternative pricing model. (19:13) Big corporations prefer fixed costs, not performance-based pricing. (20:36) Agencies may seek equity or profit-sharing to justify the effort and value provided. (21:43) Large accounts may still pay fees, but small accounts may require alternative pricing models. (22:23) SMBs struggle to afford comprehensive agency services. (23:19) Agencies need to understand the value of each customer to determine pricing. (25:08) That’s it for today! Don’t forget to rate, review, and subscribe! Go to https://www.marketingschool.io to learn more!   Leave Some Feedback: What should we talk about next? Please let us know in the comments below Did you enjoy this episode? If so, please leave a short review.   Connect with Us:    Single Grain Eric’s ad agency NP Digital Neil’s ad agency X @neilpatel  X @ericosiu See omnystudio.com/listener for privacy information.

In episode #2680, we delve into the success of Mr. Beast's YouTube video and the strategies that propelled it. We analyze how Mr. Beast's extensive social following and top-notch content played pivotal roles in generating significant revenue. The discussion also explores the importance of sharing content across various platforms and underscores the value of engagement, even in its minimal form. Furthermore, we emphasize the significance of focus in attaining success and shed light on the role of luck in business ventures. Lastly, we touch upon the future of advertising and discuss the potential impact of technologies such as Apple's Vision Pro.   Don’t forget to help us grow by subscribing and liking on YouTube!   Check out more of Eric’s content (Leveling UP YT) and Neil’s videos (Neil Patel YT)    TIME-STAMPED SHOW NOTES: (00:00) Today’s topic: MrBeast makes $250k on X, Using ViewStats, and How to avoid the fate of legacy media (00:40) Mr. Beast's revenue per view and video performance (01:30) Mr. Beast's leveraging attention for more engagement (02:17) Introduction to View Stats, a YouTube analytics tool (03:39) The profitability of "ugly" businesses (05:15) Examples of successful entrepreneurs with "ugly" businesses (06:02) The importance of focus for success (07:46) The role of luck in business success (08:59) Examples of lucky acquisitions: YouTube and Instagram (09:30) Google's product updates improved YouTube's success. (09:49) Graph shows decline of newspaper advertising due to Google's rise. (11:01) Facebook and Netflix monetize through ads. (11:45) Amazon integrates ads into shows and movies. (11:59) Neil Patel's experience with Apple Vision Pro. (12:45) Discussion on the potential of AR and VR technology. (13:17) That’s it for today! Don’t forget to rate, review, and subscribe! Go to https://www.marketingschool.io to learn more!   Leave Some Feedback: What should we talk about next? Please let us know in the comments below Did you enjoy this episode? If so, please leave a short review.   Connect with Us:    Single Grain Eric’s ad agency NP Digital Neil’s ad agency X @neilpatel  X @ericosiu See omnystudio.com/listener for privacy information.

In episode #2679, we discuss our experiences in taking back control of our marketing strategies. Neil shares his frustration with the overload of content being produced by his team and explains how he has streamlined his approach. He now focuses on creating content on Twitter, repurposing it for various platforms, and using data to guide his decisions. Eric talks about the concept of eavesdrop marketing and how it can create desire and engagement. They also discuss the benefits of incorporating AI into marketing processes and the importance of getting employees to adopt new technologies. Overall, they emphasize the importance of storytelling, creating engaging content, and staying up to date with trends.   Don’t forget to help us grow by subscribing and liking on YouTube!   Check out more of Eric’s content (Leveling UP YT) and Neil’s videos (Neil Patel YT)    TIME-STAMPED SHOW NOTES: (00:00) Today’s topic: Revealing Neil Patel's marketing strategy, Eavesdrop Marketing, 30% of Zapier employees now have AI zaps doing stuff automatically for them, and the 25 qualities of a great piece of content (00:43) Neil expresses frustration with the marketing efforts of his agency. (01:41) Neil explains his new content creation process and distribution strategy. (02:38) Eric and Neil discuss the effectiveness of reading tweets in their videos. (04:06) Eric introduces the concept of eavesdrop marketing and shares an example. (06:18) Neil cautions against jumping on trends for marketing purposes. (06:47) Eric shares the statistic that 30% of Zapier employees use AI zaps. (07:44) Neil and Eric discuss the benefits of employees learning and using AI. (08:52) Neil Patel discusses the adoption of new strategies by others in the industry. (09:03) Eric Siu mentions the misconception that everyone has the same energy as founders. (09:26) Neil Patel shares his thoughts on finding employees with more energy than the founder. (09:54) Eric Siu suggests saving the discussion on characteristics of great content for the next episode. (10:29) Neil Patel lists qualities of great content, including incorporating storytelling and optimizing for social sharing. (11:21) Neil Patel emphasizes the importance of having a great hook in content. (11:44) That’s it for today! Don’t forget to rate, review, and subscribe! Go to https://www.marketingschool.io to learn more!   Leave Some Feedback: What should we talk about next? Please let us know in the comments below Did you enjoy this episode? If so, please leave a short review.   Connect with Us:    Single Grain Eric’s ad agency NP Digital Neil’s ad agency X @neilpatel  X @ericosiu See omnystudio.com/listener for privacy information.

Nathan Barry, founder of ConvertKit, shares his journey from software designer to content creator to software founder. With ConvertKit now sending 2.5 billion emails per month and generating $40 million in revenue, Nathan discusses the power of building an audience and leveraging it to create long-term enterprise value. He also delves into his passion for flying and the parallels between flying and entrepreneurship. Nathan emphasizes the importance of having goals outside of work and optimizing for the journey rather than just the destination.   Watch the full interview here:  https://youtu.be/vuwfio0Uw4Y   Don’t forget to help us grow by subscribing and liking on YouTube! Check out more of Eric’s content (Leveling UP YT) and Neil’s videos (Neil Patel YT)   TIME-STAMPED SHOW NOTES: (00:00) Nathan Barry introduces himself and his journey from software designer to software founder (02:57) Nathan Barry discusses his passion for flying and the process of getting a pilot's license (06:43) Nathan Barry expresses his goal of using flying for both personal and work-related purposes (08:14) Nathan Barry discusses the limitations and considerations of owning a larger plane (09:49) Eric asks Nathan about the payment structure for the pilot. (12:30) Nathan talks about his podcast and the journey of building an audience. (14:02) Nathan shares the story of Mark Sisson and the value of redirecting audience attention to a product. (15:08) Nathan explains the power of an audience in promoting and selling products. (16:03) Nathan discusses the success of Mark Sisson's Primal Kitchen and the value of an audience. (18:19) Nathan talks about the three rules for building an audience and creating enterprise value. (19:46) Nathan shares his experience building ConvertKit and its long-term enterprise value. (20:05) Nathan Barry and Eric Siu discuss the potential of agencies as successful businesses. (21:25) Nathan Barry shares his perspective on monetization options for creators.   Leave Some Feedback:   What should we talk about next? Please let us know in the comments below Did you enjoy this episode? If so, please leave a short review.   Connect with Us:    Single Grain Eric’s ad agency NP Digital Neil’s ad agency X @neilpatel  X @ericosiu See omnystudio.com/listener for privacy information.

In episode #2678, explore the impact of AI on organic search traffic with Neil Patel, Eric Siu, Kasim Aslam, and Ralph Burns. They delve into the rise of AI-generated content and its potential to hijack clicks and divert high-value traffic. While Google's Search Generative Experience (SGE) aims to provide context and citations, they debate whether unsophisticated buyers will actively seek out the original source. Neil Patel shares examples of how Google continually drives more clicks to websites but acknowledges the potential impact of AI on website traffic. Tune in to delve into the intricate relationship between AI, SEO, and website traffic.   Don’t forget to help us grow by subscribing and liking on YouTube!   Check out more of Eric’s content (Leveling UP YT) and Neil’s videos (Neil Patel YT)   Connect with Kasim on Twitter and Connect with Ralph on LinkedIn    Check out more of    TIME-STAMPED SHOW NOTES: (00:00) Today’s topic: AI is Nothing But Stolen Clicks, Google's War Against Publishers, Google's Revenue Playbook & more (00:18) SGE responses may not be sufficient for hiring decisions (01:24) Google may provide citations, but unsophisticated buyers may not seek them out (02:49) Google's citation system may not accurately reflect the value provided by content creators (04:17) SGE may affect website traffic, but the extent is uncertain (05:31) Google will prioritize maintaining its search ecosystem over short-term earnings (06:26) Google's playbook involves testing changes on a small scale before full implementation (06:49) Google cannot afford to cut off traffic as it depends on content creators (07:01) That’s it for today! Don’t forget to rate, review, and subscribe! Go to https://www.marketingschool.io to learn more!   Leave Some Feedback: What should we talk about next? Please let us know in the comments below Did you enjoy this episode? If so, please leave a short review.   Connect with Us:    Single Grain Eric’s ad agency NP Digital Neil’s ad agency X @neilpatel  X @ericosiu See omnystudio.com/listener for privacy information.

In episode #2677, we discuss Sam Altman's ambitious plan to raise $7 trillion for a chip mission and Jack Altman's fundraising efforts for his startup and philanthropic endeavors. We also explore the trend of entrepreneurs transitioning into venture capital and the challenges and misconceptions associated with starting a fund. Emphasizing the importance of being aware of platform risks and diversifying marketing efforts across multiple channels, we delve into the complexities of these strategies. Additionally, we share insights on the content creation landscape, highlighting the need for high-quality, engaging content to stand out in a saturated market.   Don’t forget to help us grow by subscribing and liking on YouTube!   Check out more of Eric’s content (Leveling UP YT) and Neil’s videos (Neil Patel YT)    TIME-STAMPED SHOW NOTES: (00:00) Today’s topic: Sam Altman’s 7 trillion dollar chip mission, Jack Altman raises 150M for Alt Capital, and You’re wasting your time creating content for social media (00:17) Neil doubts Sam will get more than $5-10 billion. (01:42) Jack Altman raised $150 million for alt capital. (02:06) Is raising a fund the right move after your business? (03:35) Being a venture capitalist is a grind. (06:31) Meta cut off third-party access to Facebook groups. (07:29) Platform risk and the importance of building your own audience (08:12) The misconception of social media content and the need for quality (09:19) The impact of creating poor content on social media (09:54) The increasing bar for content quality and the effort required (10:52) The challenge of standing out in a crowded content landscape (11:27) Using LinkedIn thought leader ads to target your ideal audience (12:03) The struggles of agency owners and the need for more leads (12:27) That’s it for today! Don’t forget to rate, review, and subscribe! Go to https://www.marketingschool.io to learn more!   Leave Some Feedback: What should we talk about next? Please let us know in the comments below Did you enjoy this episode? If so, please leave a short review.   Connect with Us:    Single Grain Eric’s ad agency NP Digital Neil’s ad agency X @neilpatel  X @ericosiu See omnystudio.com/listener for privacy information.

In episode #2676, we discuss Tucker Carlson's recent interview with Vladimir Putin and the implications it has for media and marketing. We delve into the details of the interview, including the viewership numbers and the different platforms on which it was streamed. We also discuss the rise of new media and the shift in power from traditional news networks to independent media companies. We explore the importance of controlling the narrative in marketing and media, drawing parallels to historical examples. The episode concludes with a discussion of the upcoming Super Bowl and the exorbitant costs of advertising during the event.   Don’t forget to help us grow by subscribing and liking on YouTube!   Check out more of Eric’s content (Leveling UP YT) and Neil’s videos (Neil Patel YT)    TIME-STAMPED SHOW NOTES: (00:00) Today’s topic: Tucker Carlson Interviews Vladmir Putin and gets over 179 million views just on X alone, Superbowl ads, and Why media sites are shutting down their subscription products (03:25) Tucker Carlson's subscription plans on his website (04:33) Speculation on Tucker Carlson's revenue from subscriptions (05:50) Power shift to new media and control of narrative (06:40) Neil Patel suspects that Russia controlled Tucker Carlson's interview with Putin. (07:39) Everyone, including companies, tries to control the narrative. (08:14) The YouTube interview with Putin likely has over a billion views globally. (09:24) Super Bowl commercials cost millions of dollars, including additional expenses for airtime. (11:40) Media sites are shifting away from subscription models due to poor content quality. (12:23) Tucker Carlson's decision to bet on himself instead of accepting a $100 million deal. (12:47) That’s it for today! Don’t forget to rate, review, and subscribe! Go to https://www.marketingschool.io to learn more!   Leave Some Feedback: What should we talk about next? Please let us know in the comments below Did you enjoy this episode? If so, please leave a short review.   Connect with Us:    Single Grain Eric’s ad agency NP Digital Neil’s ad agency X @neilpatel  X @ericosiu See omnystudio.com/listener for privacy information.