The Marketing Tactic You Must Master in 2018 | Ep. #640

In episode #640, Eric and Neil discuss the marketing tactic you need to master this year. Tune in to hear what one tactic you should be leveraging.


  • [00:27] Today’s Topic: The Marketing Tactic You Must Master in 2018
  • [00:33] Surprise: it’s branding!
  • [00:49] Neil recently performed a survey to discover what causes people to engage with his brand.
  • [00:57] He made sure it was an open-ended survey.
  • [01:05] The answers were either that they saw him at a conference or watched his videos.
  • [01:55] The reason Eric and Neil simulcast their podcasts on video is because people enjoy and engage with the videos more.
  • [02:14] Even though it costs more upfront, it will pay off financially in the long run.
  • [03:00] The market is very fragmented right now; the way people market and engage with content varies.
  • [03:38] Make sure that you spread your content across the many different social media platforms, because you will reach different people on each one.
  • [04:35] There are a lot of websites that get a lot of traffic, but bring in little revenue; so, Neil’s company has been buying them out in order to pick up the traffic.
  • [05:10] That’s it for today!
  • [05:14] Go to for a special marketing tool giveaway!

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The post The Marketing Tactic You Must Master in 2018 | Ep. #640 appeared first on Marketing School Podcast.

Full Transcript of The Episode

Speaker 1: Get ready for your daily dose of marketing strategies and tactics from entrepreneurs with the guile and experience to help you find success in any marketing capacity. You're listening to Marketing School with your instructors Neil Patel and Eric Siu.

Eric Siu: Welcome to another episode of Marketing School. I'm Eric Siu.

Neil Patel: And I'm Neil Patel.

Eric Siu: And today we're gonna talk about the marketing tactic you must master in 2018. Surprise, surprise it's branding. But before you say anything, we're actually gonna talk about more tactics, more specifics on what you can do around branding and what we're doing today around branding, I think ... Neil, you and I are both doing videos right now, so how does that relate to the overall branding strategy?

Neil Patel: Yeah, so I recently did a survey to find out what causes people to engage and remember my brand more and I asked them an open-ended survey. I didn't just say, "Is it my blog post or podcast or whatever it may be?" Most people responded with either A, seeing you at conferences and talking, or B, watching videos of you. They're both kind of related 'cause a lot of my conference talks are recorded and they're on YouTube and people are saying that, "Hey, the videos we watch of you, it's what helps us build that personal connection and that brand loyalty." It doesn't just work with me as an individual, a lot of companies are sending people out there to speak or they're creating videos and that's what's creating a very loyal audience for that brand. In the long run, I do believe that's one of the best ways to build a brand in 2018.

Eric Siu: Yeah, and the reason that Neil and I are actually ... I'm staring at Neil on camera right now, you can actually see this on YouTube if you guys go to the YouTube channel, so it's gonna be on both of our YouTube channels and probably gonna be on LinkedIn as well, we'll probably post this everywhere. The reason we're doing video right now is 'cause we started an experiment and we posted some of these videos to YouTube and our comments that we've got from people is like, "God, it's finally good to see you guys on YouTube. I really like the touch, I feel like we're more connected." And we got multiple comments like this and that's why we're doing video again. Again, see, Neil and I were always experimenting. We're paying more money for this, but it's worth it 'cause we get to connect with you.
So, that's just one element of kind of the ladder of what we're doing around branding, but at the same time like doing the podcast too, that's also an element of branding. Because what's interesting is when I appear at conferences for example it's like, again, "Oh, it's podcast guy. Love what you do with Neil." It's that constant kind of being top [inaudible 00:02:36] branding is an element of being [inaudible 00:02:38], whether you're seeing a video of Neil or you're listening to a podcast, you're seeing one of Neil's posts, or there's so many different things. You're seeing him speak at a conference, right? That's branding and then that's basically the playbook that we're running right now that's been working for us and I don't see us letting up any time soon.

Neil Patel: Yes, the other thing is if you wanna build a strong brand in 2018, the market is very fragmented, so there's not one dominant player in most of these niches, especially when it comes to digital content creation, how people view content. A lot of people view things on Instagram, Facebook. And yes, you can say Facebook's the biggest social media player out there, but I'm talking about sites or apps. Facebook's popular, but also WhatsApp is and also Instagram is. Even do they own them, they all operate separately. Same with LinkedIn and Twitter. So if you create the content, you gotta publish and repurpose it in many places.
For example, you can take your video, take the audio version of it and create a podcast and put it on to iTunes, so that way you can get more people listening to you and building that connection. You can take your video content, also make text blog post out of it and put it on LinkedIn and just publish your content directly on LinkedIn. You can take the videos, put them on YouTube Live, you can put them on Facebook Live, you can also upload them as videos on Facebook and YouTube. These are all possibilities. You can even add it to your blog. Heck, we're even doing an interesting strategy right now in Brazil where we're translating our content, the video content, adding subtitles and putting those videos on other blogs through guest posting. By doing all of these different strategies, we'll build up a brand in the long run.

Eric Siu: Yeah, and the other thing too that's in Neil's playbook right now is building different tools, or buying different tools in the marketing space to help with the branding, to help with the mindshare. Neil, what's that about?

Neil Patel: So what we've found out is there's a lot of websites, blogs, tools that are getting a ton of traffic, but making very little revenue, so we're just buying them and merging them in. Think of it as a consolidation play, but by gobbling up more mindshare, in essence, it just gives us more opportunities to build a memorable brand with those visitors.

Eric Siu: Great. So, there's not much more to add from my side. We've talked about it, we're really trying to hammer this point home. I know a lot of you, 95 or maybe even more percent of you that have listened to this, haven't really executed on it. I'm telling you it works, literally you ... If you're watching YouTube, hello, you're staring at two people that are doing this right now. It works. Before we go, go to to checkout our marketing tools and grow your business and we'll see you tomorrow.

Speaker 1: This session of Marketing School has come to a close. Be sure to subscribe for more daily marketing strategies and tactics to help you find the success you've always dreamed of and don't forget to rate and review, so we can continue to bring you the best daily content possible. We'll see you in class tomorrow right here on Marketing School.

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