Mark de Grasse – Digital Marketer
An enthusiastic public speaker who is passionate about strengthening teams, fostering leadership programs with laser-like focus, and assisting individuals and small businesses to achieve their goals faster to scale their brand.
Mark designs, develops and approves comprehensive, strategic, and low-cost programs for companies and professionals to grow their businesses organically and maximize their marketing platforms efficiently while reinforcing the setup.
Mark de Grasse
President – DigitalMarketer
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Mark de Grasse: Content strategist focused on integrated, genuine approaches to marketing and management.
SHOW NOTES:
Today’s Audio MASTERCLASS:
The 8-Step Customer Value Journey.
- Create top-of-funnel content that gets people attention
- Be in gear with someone while building and deepening a relationship with them.
- Offer a high-value, low-risk offer that allows prospects to sample your wares without getting too involved
- Give your new customer a memorable experience.
00:00:59 – You don’t want to try to create new conversations unless you have billion-dollar ad budgets, right?
I grew really well, I think we were the only kind of database other than I think, bodybuilding dot com at the time that really listed out the exercises and had a cohesive approach to I call it content databases, where it’s just a list of information that’s all related, which is shockingly unusual. Even now, it’s basically like bodybuilding dot com. And then the unconventional side was what I had. And so we grew that and then eventually on it labs here in Austin. They became our exclusive Advertiser.
And then I was trying to leave California. So I said, hey, what do you guys think about buying the company? And they did it. And they purchased a company. I moved to Austin, became basically their content executive and built on an Academy, which was kind of moving over the 1500 articles and 800 videos and all the content we had, building their content platform and then launching their education system over there. So I did that for a year and then wrote a book about the process called Unconventional Marketing.
00:09:48 – I’m going to build a business. I’m going to sell it. And that was my goal since I was 17
No, that was actually a goal of mine was to sell a business since I was in high school, I was in high school in the late nineties. And so then the IPOs were just a really big deal, the Internet, IPOs. And so that was the first big bubble. But that was always appealing to me. So that was like, okay, I’m going to build a business. I’m going to sell it. And that was goal since I was 17. So I did it. And that was always part of the
00:07:27.230 – Speaker 2
And even for fitness, I like fitness. Everybody needs to exercise if they want to be healthy. But it’s not something I would do if there was a pill that could do it for me. If that makes sense. It’s not like I’m Super passionate. I just love to run or there are people like that. And that’s awesome for them. I’m not I’m not that I do it because it’s necessary. And I saw an opening where the information wasn’t there. So I’m like, hey, I want to create content here’s.
00:28:23 – Ryan’s one of these people if you guys know him that always questions the rules. Right?
00:09:52.710 – Speaker 2
you have to build the business specifically for whatever the target is. For us. It was a blackboard, which was a bigger technology company or edge, something like that anyway. And so the process of actually doing the business plan, proving the projections and then kind of coordinating your offering to be complimentary to the target, that was a huge part of it. And so we actually got to the stage where they were about to purchase, and then that company got purchased. I was like, everything just went to crap because it was not the plan and nothing coordinated at that
00:10:32.530 – Speaker 2
So the deal fell through. And then I left after that because I was like, well, that was that sucked.
00:34:47 – Maybe the things have been structured better with new subheadings that make it more consumable..
Nast who runs like wired and tons of the magazine. He was on. I saw him had an article and he was calling it the pine tree initiative. Yeah, and I was like, Man That is smart. Like he took it in with a different a little different angle. But he was talking about how all across Conde Nast
digital properties, which is a ton of properties and a ton of content. These guys crank out, you know, six, eight articles a day, right? So they are going back and updating and republishing old stuff because it’s seeing the SEO benefit.
They’re seeing the benefit of their readers, and they’re starting to get off that sort of, we have to produce six to eight new pieces a day. How about going back and grabbing some evergreen stuff and re-energizing it? He’s calling it his pine tree initiative. And yeah, I mean, don’t update don’t and so what you’re seeing from those publishers is at the top, they’re going to say like last updated December 12 2019.
Right and, you know, Google picks up on that stuff. And, and by the way, like Google comes in, they crawl those pages and They’ve been crawling it for three years, let’s say a post, run it, there’s never been a
a single change in the HTML code that they’re slurping up and then all of a sudden they come in and it’s like the crawl it and they’re like, oh, man, this post is doubled in size or not only that double in size, but there are different pieces have been removed.
And it looks like there’s some video been added in here or maybe some info graph, an infographic. Maybe the things have been structured better with new subheadings that make it more consumable. So those are some things you can do and you come in and maybe add a better call to action on there and drop some kind of lead magnet in there or link over to a webinar where you can start gaining some leads.
But yeah, all of those kinds of things I call it I call it the now with more process. So when when you think about what that concept means when people have been using the term now with more in their
marketing for a long time, like you know toothbrush toothpaste companies will say now with cavity-fighting protection or now white you know, such and such whitening technology, right well, you will want to do the same thing with these articles you want to be able to say now with more right now now with a new case study. So it’s like this is one of the most popular articles we’ve ever had on the site and then you might go out and promote it this way through email through social through all your channels.
This was one of the most popular things we’ve ever published. And now it’s got a whole new case study on it or now it’s got a brand new video example for each one are now it’s got a great new infographic or now it’s got whatever right we’ve created we’ve turned it into a more of a process or whatever it is now with more. That’s how you go out to promote it as you say this is the new edition.
00:40:16 – What you’re seeing is, so Google’s made a lot of changes over the last couple of years
Y
00:12:00.260 – Speaker 2
And then the value of the IP itself. Where you’re saying, like, for us, it was an online education, communication technology. And so we were saying, hey, here’s the code. And here’s the value that this could have for this other business kind of I think that proving it is something people have to wrap your head around because you can’t just say, like, oh, yeah. For us, we were selling it to districts, school districts. So you say, oh, well, there’s 5000 school districts, and if we just get 2% of that, then we’re making blah, blah and two investors or
00:12:34.350 – Speaker 2
It’s like, well, I don’t care. What are you doing with your team? And what have you accomplished so far? In what amount of time? And then all that kind of stuff goes into the evaluation. So when I sold my company, it wasn’t just, yeah, here’s the magazine. Yeah. Here’s our sales. Here’s our profit margin and whatnot it was. Hey, here’s the value of the brand, which it wasn’t that way when I went through the last time. But it’s how many followers you have, how much content you have.
00:48:46 – Help build a digital presence
Now I want to I want to sell so and I’m actually very close to selling one of one of the businesses I have equity in. It should happen in early 2020. But yeah, I want to I want to sell and have a have a have a lucrative exit, and a company and I said, I’m working on selling a company right now that I that I’ve been a part of since Lord knows when I think 2002 I started with this company even before we were online, and help build a digital presence up and all this stuff.
And we are literally right at the point of having a contract on that. And so that’s exciting. And then I can tick that box off.
But that that I’ve had a successful exit. Yeah, and that’s a big one especially to build a business and then the solid and, you know, actually have a successful business that you can sell. I’ve I sold a business in 2004.
And ever since then, it’s just been like, you know, flying by the seat of my pants. But it’s always exciting when you’re able to do Something like that.
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