Podcast With Anton Shulke

Influencer Marketing Secrets: B2B vs B2C Revealed Podcast with Anton Shulke

Show Notes

Discover the secrets of influencer marketing in B2B vs B2C with Anton Shulke, Head of Influencer Marketing at Duda. Learn how to leverage expert influencers, build authentic relationships, and measure ROI in this insightful interview.

Uncover the evolution of influencer marketing from expert-driven to creator-focused strategies. Explore the power of live streaming for engagement and the importance of understanding your true target audience. Get practical tips on starting influencer campaigns, avoiding common pitfalls, and balancing paid vs. organic collaborations.

Anton shares his journey from English teacher to influencer marketing veteran, offering unique perspectives on remote work, global relocation, and running an animal charity. Gain valuable insights on core web vitals, scaling agency operations, and the future of digital marketing.

Want to dive deeper into influencer marketing strategies? Visit SEOcharity.com to learn more about Anton's work and support a great cause. Don't miss this opportunity to transform your marketing approach and build lasting industry relationships.

Chapters:

00:00 - Intro

00:42 - Anton’s Journey and Background

04:48 - Anton’s Role at Duda vs SEMrush

09:15 - Evolution of Influencer Marketing

14:03 - Misunderstandings in Influencer Collaborations

16:43 - Measuring ROI in Influencer Marketing

22:27 - Importance of Live Streaming in Marketing

24:07 - Tips for Agencies Starting with Influencer Marketing

28:39 - Personal Challenges and Professional Balance

31:34 - Supporting Animal Charities in Ukraine

38:17 - Importance of Core Web Vitals

40:25 - Scaling Operations for Agencies

44:04 - Recommended Tools for Agency Efficiency

45:11 - Rapid Fire Round

47:14 - Future Plans and Projects

48:50 - Finding Anton Online

Transcript

Intro

0:00 welcome to the agency Insider show the podcast where we delve into the heart of agency operations and marketing insights

0:07 I'm your host NAIT kosel and today we are thrilled to have Anton shul with us Anton is a veteran in influencer

0:14 marketing and currently the head of influencer marketing at Duda he has a wealth of experience from sem rush to

0:21 Duda and has an inspiring personal Journey

0:27 [Applause]

0:32 [Music] andon welcome to the show hi nit very

0:39 nice being here thank you for inviting me so anonio such a fascinating career

Anton’s Journey and Background

0:46 in influencer marketing and of course digital marketing let's start with your journey what led you to this field and

0:51 how as how has it evolved over the years well it's a long long story and I

0:57 started as a English teacher for some one who wanted to do webinars not in

1:03 Ukrainian but in English and it happened to be it was easy to explain me

1:09 marketing it was 2015 so reasonably long time ago and it was actually easy to

1:15 explain me marketing basic things then to really

1:20 refresh English for that guy he speaks very good English today it was nine years ago so it's how I started doing it

1:27 for a Ukrainian company and I was just just actually my job was to arrange marketing

1:34 webinars but I I saw immediate um

1:39 immediate advantage of doing webinars like for example we're doing a live chat

1:45 live stream whatever you call today May it may be not live streaming actually but it will be recording after that and

1:52 it's a possibility for us to know each other and hopefully to start start a

1:57 contact and hopefully get into friend ship and after that to convert it to Brand Advocates I might be your brand

2:04 Advocate or you might be my brand Advocate or we might do something together so and it's very very I don't

2:11 want to say what use cheap but it's very put it this cost effective because otherwise I would have to fly to your

2:18 place probably Thousand Miles thousand miles to have a coffee it's not not not

2:23 very cost effective things even it's much more effective of course in in building relationship so I start this

2:30 way and I found that doing live streams you could people doing live streams for many many different reasons the main

2:37 usual reason would be lead Generations all these kind of things but I I found

2:43 another another possibility another option and I think it's very very strong option it's a building a personal

2:50 relationship uh with with people uh especially after the covid when EV

2:56 everyone went to offline online things not off line things so now it's kind of

3:02 mainstream but the funny thing when I started doing it as a influencer

3:07 marketing so using everyone as expert so for example using you as an experts your

3:14 opinion and build build um a loyal audience telling I'm using converted

3:19 Commerce if it's only audio version for it selling your opinion to

3:26 people I lost my my thoughts okay so but

3:31 uh at that time I think uh what is today influencing market for most of the

3:37 people which is creators marketing uh mostly in Instagram I think didn't exist

3:44 in 2015 and uh this one did exist already

3:50 when you try when when when you try to bring I don't know John John Miller for

3:55 example if you're talking about so his opinion he's obviously influencer but he's not Creator influencer so this is a

4:02 big difference okay then I move to S Rush it's actually pronounced Sam Rush

4:07 not ACM rush and there's a history behind it if you if you want to hear it I can I can tell you okay and I was

4:14 there for five years and we we were doing the same thing we trying to build

4:20 up a network of influencers not paid influence this is important we don't pay

4:26 for using influence but of course there is some PS using tool and other things

4:32 after that I moved to Duda and Duda is CMS so it's it's not exactly the same

4:39 thing but I found that for example ACO Community is still very relevant

4:44 influences for same as for Duda okay so now can you share how your role in Duda

Anton’s Role at Duda vs SEMrush

4:51 is different from SC Rush is it more it's not it's not different in in a

4:57 general terms but with Sam r it was much easier because it's was okay for any

5:03 influencer marketing when we're talking about expert influenc you have to find who your influencers are and what your

5:10 audience is this is the most this the first question and for example with Sam

5:16 rush it was very very easy and very straightforward Sam Rush is SEO tool a

5:21 little bit PPC in content marketing but mainly mainly SEO tool so obv who your

5:27 audience who your influencer as so blue sky has this this Twitter five years ago

5:33 seo seo feeling and everything so if you if you're in SEO you should move to Blue

5:38 Sky so the difference General difference no difference between Duda and Sam R but

5:44 obviously audience slightly different so when I move from samash which were as I

5:49 said very straightforward SEO Community to do the I thought okay do the CMS what

5:55 is CMS CMS is software we are using to build our website I mean the database

6:01 and and the website build it could be different but do this both like WordPress or like Wix for example so and

6:08 I thought my first impression and I spent not way but spent three months of doing this I thought okay my Community

6:15 First coming would be web web web Builders web designers it's intuitive

6:21 yeah you you you produce a software for for them at the end of the day and it was was wrong funny enough was wrong so

6:28 for and I'll explain first there is no such a community for web design web

6:33 develop they split by platform so there is a community for WordPress obviously

6:38 the biggest one probably several Community full WordPress designers are a

6:44 community for every big PL including for Duda Duda has like 2,000 2,000 something

6:49 in their Facebook group who using Duda and exchange opinion and everything for example for me to go to Wordpress uh web

6:57 designs and try to get flu from there to do the it's almost impossible also the

7:05 audience is wrong because how it works for example your web web developer and

7:11 you using Wordpress probably WordPress 40% of of the internet as as WordPress

7:18 and use WordPress for last I don't know 5 10 15 years so you know it very very

7:24 well and I'm coming to you and I'm trying to persuade you to move to Duda

7:29 why I'm saying okay Duda is agency CMS WordPress is just just very general SMS

7:37 agency SMS so for example if you're working for agency and your agency work with small mediumsized business you

7:43 using Duda you would be able to produce website three to five times faster and

7:49 you think so what you probably you being a designer over web developer for for

7:55 agency you probably own salary so you probably realistically you don't care if

8:00 you produce websites three times faster and you need to learn learn new trick and everything so no point no point and

8:08 I thought okay who would be interesting to know this and obviously it's a business people who count in money they

8:14 would be very interesting when they hear okay you your your people your your designers can produce website for your

8:21 clients three times faster which means you need is three times less designers

8:26 and salaries is a big thing obviously big EXP or you could can produce three times more stuff for clients so

8:33 obviously when you understand that your audience not web designers but SE level

8:38 for small agencies probably a Founders or some Chief Financial officers or this

8:44 type of people you understand so those are your audience you probably trying to arrange people who can influence those

8:52 so slightly different but SEO Community is still there because SEO Community they probably SEO people in a gency they

9:00 probably don't have direct say oh I want to work with this CMS but they have

9:05 indirect influences so they can influence this SE level because they say oh this this is better this is worse and

9:12 all this kind of okay now let's talk a little bit about art of influencer

Evolution of Influencer Marketing

9:18 marketing how would you define influencer marketing today's digital landscape has it change with when you

9:24 started or it has refined how do you define okay it's it's changed in ter

9:29 that when I started it was almost nonexistent but people understand influencer Market exactly as I

9:36 understand so for example you are influencer as well as many other okay

9:42 you have this size of and you can influence people who listened into your podcast for example so and my approach

9:49 to influencer would be to build a personal relationship with you and to find some overlaps where can we work

9:57 together without directly paying you why because most of the experts they don't

10:03 want to be paid or affiliate in order to stay non buy us and still stay neutral

10:09 so for example we go back in the times of my Sam rush you know Sam rash HFS

10:15 yeah uh they obviously competitors and everything but if you look at the influencer most of the influencer they

10:21 they use both platforms they use both tools and they can be in both conference

10:26 and everything most of especially big one good they don't want to be directly associated with one of the tool why

10:35 because they want to be neutral they want the opinion being taken as opinion not as a paid talk okay so but now uh

10:44 I'm not now the another another branch of influencer Mark because the say they use the same name for influencer Market

10:51 even I would call it creators marketing appear and now it's much bigger because

10:56 it's a trade it's clear money more money obviously more people

11:01 involved and what it is it is when you go into mainly Instagram find influence

11:08 you call it influence because he or she is influencer but it's not not particular influence he might not never

11:15 even hear about your your brand so and you go to him or her pay them certain

11:20 amount of money and this influencer Creator will usually create video about

11:25 your product and this is what most of the people call in influencer Market this is direct trade me being with SEO

11:34 background I would actually have this Association like I call this old

11:40 influencer markeet with experts is SEO approach uh and this new one the

11:47 creative it's not very new one but a creative one with paid creative one I call PPC approach PPC you pay in today

11:55 and you get traffic tomorrow actually and SEO you probably doing it for 3 six

12:00 months and you don't really see anything happening but you stop paying PPC traffic stops obviously but SEO well you

12:09 shouldn't stop doing things but if you stop it's still not just just just went down straight forward it's usually have

12:15 a long longterm effect but of course it's nothing to do with the O and PPC so

12:21 this new one now exist so this is the major difference and if I say influencer

12:27 marketing probably 9 people out of 10 would think about creators Mark also

12:32 this creators marketing is usually more fit for b2c so for example if you

12:38 selling I don't know any product just for sake of audio listening showing my

12:44 my my mobile phone but it doesn't matter yeah so if you for example if you sell in a mobile phone uh so this influencer

12:51 who would just just make a brilliant hopefully brilliant video using your phone and everything is fantastic so b2c

12:58 or use you selling a shoes fantastic find influencer who is already doing fashion who's already done done shoes

13:06 and give him or her better your your shoes and video and is fantastic but

13:12 B2B is much more difficult obviously because okay you you don't it's it's

13:19 much much more complicated because it's just just just few people out of million people you you can cover probably just

13:26 few people you want to influence and in that case maybe experts opinion would

13:31 work much better for B2B because if you find the right experts your potential

13:37 audience as I said so for example for do the potential audience would be C Level of agencies digital agencies so so this

13:44 this is clear B2B things so you need to get particular so maybe using people

13:50 like who build the Great agencies uh maybe their opinion would be much much

13:56 more effective try to do Instagram for million people now now what do you think

Misunderstandings in Influencer Collaborations

14:03 brand often misunderstands about working with influencers uh well in my personal

14:11 experience a lot of brands have a uh

14:16 okay I'll try to to put it they have paid traffic

14:21 mentality which is nothing wrong of course but if you only have paid traffic

14:26 mentalities you might lose some other things because brand the word brand is

14:34 very important so having a strong brand it's extremely important for for what

14:39 whatever angle you see but it's very very difficult to to measure so brains

14:45 is famously very difficult to measure and a lot of Brands because it's not

14:51 straight for a lot of Brands a lot of coo or a lot of SE sea levels they don't

14:56 understand how it works so everybody said brand awareness is good but a lot of people they don't understand that

15:03 they actually want if you do something for brand so for example you're doing a live stream and you're doing it for

15:09 Branding purposes you're doing it with some some not that huge influencer so

15:15 and you try to just just get people to hear about you to know you and see your

15:21 level say yeah and try to bombard people who registered with some sales offer and

15:27 I think it's completely wrong because it's missing a point people never he about you they joined for example this

15:33 live stream because they heard about this influencer and they interested what he was saying and you try to bombard

15:39 them with with offer and it doesn't work the people might just just stop subscription and everything I think this

15:45 this is a big big issue and another as I another big issue is because for example

15:51 for me it's very difficult to report to not not my direct B because my direct B

15:57 she understand the things but further up what do I do why why it help because

16:02 it's so difficult to measure an attribute because when you do campaigns

16:08 with the influencer as I said this creators say they done video and they put link where they where you can buy it

16:14 we can see how many people click how many people bought the product very simple with influencer experts

16:21 influencer there is so difficult to I think it's almost impossible yeah you

16:26 can count mentions you can count for example if you do within influence with

16:31 expert if you do with expert for example blog article or something you can see some traffic you can see some traffic

16:38 about this but it's it's it's indirect and it's difficult yeah because my next

Measuring ROI in Influencer Marketing

16:43 question was actually which you answered what how do you measure the ROI for influencer marketing efforts it's this

16:50 is extremely good question people usually say oh it's a good question it means they don't have a good answer I

16:55 don't have a good answer for you so how how do we measure yes for example if we

17:01 do do live stream event we we try to see how many people attend and we try to see

17:07 how many new sign up we have for for webinars but it's it's it's it's

17:15 it's very it's a little bit mechanic and it's not but some it's something uh as I

17:20 said if you we do uh with particular expert for example blog article we can

17:25 see traffic we also probably can see not only traffic but what those new

17:31 especially new people do is this is very very indirect obviously if you look at

17:37 is direct traffic you know talking about SEO point of view you have direct

17:43 traffic you why call Direct Traffic because they cannot attribute where it comes from right most of the direct

17:50 traffic and also it's not only direct traffic by brand search so for example if someone instead of uh looking for do

17:58 the coo which we are lazy and they they can't remember is D Co come they just

18:05 put dud and find find do the CMS and this would be a brand search but

18:11 realistically the same direct traffic because they wanted to go to to you so obviously Big Brand traffic if you

18:18 filter out for example logins because logins is nothing to do this is people

18:23 just log to you so if you filter out of logins direct traffic shows

18:29 a bit of your brand value because people people know your brand they go direct oh

18:35 I said brand search yeah I'll put them together so this is kind kind of estimation because we don't really know

18:42 could be some something difficult difficult to judge you you can probably think think about this as a one of of

18:50 possibility but as I said it's not only influencer it's all Market all marketing

18:56 channels is they they contribute to your brand to your brand also some some other

19:02 funny things okay I I'll tell you one anecdotic story we were doing a webinar

19:08 their live webinar with Microsoft being high ranking officer and when we were

19:14 doing it it was couple years ago they were uh they were preparing index now

19:19 protocol and by it was still not launched at that time and fabis fabis

19:24 canel his name and fabis told whilst when we finished webinar he said okay we're doing this protocol index now

19:32 protocol if do they want to join us you can start doing it today under

19:37 NDA and we were interested but to be honest we most very very important index

19:44 protocol for news agencies all these kind of things but is extremely important to be index basically on a

19:49 sport for do the clients do the clients it's agencies who works with a small

19:55 mediumsized business for them to be index today 15 minutes it's not that

20:00 important but we understood the pr PR opportunity here and we put our teams

20:07 together and dud was under a nondisclosure agreement and dud actually integrated into this protocol index now

20:15 protocol before it was launched so when Microsoft launched this protocol D was

20:21 already there and it was only Duda so Duda was absolutely the first one to

20:27 integrate so OB every time Microsoft blog Microsoft Bing when they mention index now protocol and

20:34 they do it very often they mention Duda why because dud was not the biggest se

20:41 but dud was absolutely the first one and they cannot not to mention it even now

20:46 when the many more Jo so and why it happens it happens because we were

20:51 working with particular influence so yeah as as how works so

20:58 obviously I can I can easily show to my boss see see if you wouldn't do this he

21:03 would never never be on a Microsoft blog also also working with influencer very

21:10 often give other people to something to talk about so and for example we have

21:16 John Miller on our webinar it's something to talk about and usually search engine Journal just pick it

21:22 because it's easy pick it up transcript and J justice so before I join do that

21:28 before do they started doing any influencer marketing do that never been mentioned in search engine Journal now

21:35 do they mention in search engine Journal 13 time 13 different articles so and

21:41 it's not because I'm friend with them because because we very smart very

21:47 clever known people on our platform and they mention something and most of the

21:52 articles is with this but some other things as well we we we we we submit

21:58 some information about what we've done sometimes as find interesting and publish it sometimes no right so for the

22:06 record I only came to know about Duda when I came across some of your interviews I'll be honest so that you

22:14 can also count yeah sure sure so so uh it's it's a wi for me so I've done this

22:20 with you and wow you know do which is great right right right now you also

Importance of Live Streaming in Marketing

22:27 emphasize the importance of live streaming in marketing why do you believe it's a game changer for engagement I wouldn't say it's a game

22:34 changer I just just explained that okay this is probably the closest one to

22:41 offline to having coffee with you it would be much better if for example we could have see for if you would be if we

22:48 you would be doing this podcast from a studio we were sitting in the same Studio we talk about that before we had

22:54 a coffee after that we had a con whatever if we much much better but okay

23:00 this is impossible we understand or is this possible from time to time but realistically it's impossible we doing

23:07 like one live stream a week okay this is Thanksgiving week when we recording it

23:13 we didn't but next week we we doing a live stream with r Fishin for example on

23:18 a z zero click so okay for me to to talk to go and talk to R Fishin I'm in

23:24 Ukraine he's in Seattle well I don't know 5 10 per piece and I don't think D would do it very very often so this is

23:32 very coste effective but we still can talk we still can communicate and after

23:37 covid people kind of much more open to do it to do it online because for two

23:43 years right they were hesitant but now they it's it's very normal right some of them they were hesitant some of them not

23:50 this is this is not maybe not a game changer but it's it's a huge Channel and

23:56 not to use it well you you're not using fine but you're losing obviously so we

24:01 think we should you should not lose it it's it's a fantastic Channel now what advice would you give

Tips for Agencies Starting with Influencer Marketing

24:09 to agencies just starting with influencer marketing okay influencer marketing first I think think who you

24:16 want to influence what your a because as I mentioned before you might think

24:21 intuitively this is your audience but realistic is not I remember I told you about when I just moved to D the and

24:28 look at this web designers and find out they're not that the SE level of agency our target audience so first understand

24:36 who your audience might be and this is very important just don't rush and don't

24:42 just go start start doing things do some research understand who your audience might be and after that if you want to

24:49 do influencer marketing you can do live streams you can do other things you can do articles and everything live streams

24:56 works well of course if you new and if you're not very known and if you don't

25:02 have a lot of connection it won't be easy to start let possible a lot of

25:07 people done it so you start with a this way smaller I'm putting inverted commers

25:13 again smaller influencer because we probably would be maybe local ones or

25:18 people you already know so would be easy to step you they would be much open uh

25:24 try to get some someone higher it would be difficult the beginning but as soon as

25:30 you get one two three reasonably big names it will be effect of gallery so

25:36 you have gallery gallery of portraits you have I don't want to say your name you have the big guy very famous I don't

25:43 know female whatever your audience is and it would be much easier to get new

25:49 next guest and if some guest says no it's no no issue no no problem also I would suggest only try to work with

25:57 people who see value because when you try to bring someone who doesn't want

26:03 who who said okay I'll do it for you but really doesn't want to do no see no value I wouldn't do it I wouldn't do it

26:10 because in my experience it never really works works well you spent a lot of efforts and it still doesn't because

26:18 this influencer would not whatever yeah I don't want to say twwiter re your post about and everything so would be yeah

26:25 just go and funny enough maybe you became much bigger much more famous and maybe year later this influencer come to

26:32 you and say yeah I do want to do something with you it happened to me a lot at the beginning I remember people

26:39 were when I just started and were completely unknown working for unknown Ukrainian company I didn't have a que

26:47 for me and I remember one particular guy I don't want to say any name he said he's not interested but

26:54 after that we had the article mention us because we had a well huge uh uh huge webinar with Google

27:02 and Google mention ranking factors on this webinar was happened the first time

27:08 ever on record was a long time ago that time ranking Factor were the thing now

27:13 it's it's not a thing and because uh for example search engine l published an

27:19 article about that this guy came back and say yeah you will mention search engine land I do want to have a webinar

27:26 with you so all right also yeah also just you you

27:34 new agency you don't know how to start you try and people say no and you think okay I'm going to pay and some people

27:40 say yeah if you pay me I do it don't don't pay because you open Pandora box

27:45 you pay one influencer you will need to pay everyone because people know everything so people will come back to

27:52 you say okay you you paid Michael why don't you want to pay me so don't pay

27:57 directly influence as unless you have plenty of money and you don't really care about cost which is probably not so

28:04 don't don't pay but try to deliver to your influencers some something something your audience even your

28:10 audience is so is still small but you still you already have a little bit of audience try to deliver this influence

28:17 to your audience try to do more things but money should not be the first option

28:24 okay okay that's a good advice because a lot of people find and paying money is easier option it is easy it is

28:31 absolutely it's it's it's easy option but it's very expensive option if you

28:37 have those budgets yeah fantastic switching gear a bit your journey from Ukraine to various countries countries

Personal Challenges and Professional Balance

28:44 amidst the challenges of war is truly inspiring how has this experience shaped your outlook on work and

28:51 life well I always were remot even even when I work for Ukrainian company for

28:57 some reason for reason that they didn't have actually place in the office I was

29:03 a remot so then I was a remot for Sam rash I spent three months in Sam rash

29:09 office and come back and I was removed at Sam rush so I was always remote even

29:15 remote basically did for Sam I was first fulltime remote they had some some remot

29:22 but not full I was the first full-time remoter obviously after that Co happened

29:27 and everyone be becomes a remote but now we got back to normality if you can

29:35 generally and most of the big and not that big companies they want for some

29:40 reason they want people back to office okay I'm still I'm still remot because

29:45 there is no no office here for example in Duda if you in dud has offices in

29:51 United and then we also in Israel and in Brazil and in London but in London sales

29:57 office and and the bosses wanted people back to offices at least three times three times a week but there are some

30:05 companies which were always wear remot so for example search engine Journal they don't have a office everyone

30:12 everyone is remot I remember about search engine Journal because last week we met in bratisl I was still in bratis

30:19 we met with raan petan who is IT director for search engine journal and he lives in Armenia and search engine

30:27 Journal OB is is is US company but he says no problem I I do have no no

30:32 problem sometimes you feel that you're slightly far away you you don't know

30:37 many people because you don't know many people and talking about traveling yeah I I used I used to

30:45 travel a lot before that I used to live in London and Spain but when the war

30:51 started we we moved out of Ukraine we stayed for Year in Spain in Valencia but

30:58 my wife thought it's too hot so we mov to Bratislava to Slovakia because my

31:03 daughter get into local University but after a week of of going she decided she

31:10 doesn't like it so she dropped out of the university and we with st for year and a half in Bratislava Slovakia and

31:17 after that I was over I voted against it and I hope my cat will will support me

31:23 but k abstained for some reason and my daughter and wife they voted to get back

31:28 to KF yeah because I think I wouldn't do it whilst voice is still still there I

Supporting Animal Charities in Ukraine

31:34 was overed now uh how did you balance

31:40 personal challenges with professional responsibilities during I mean such times such turbul in times Well when War

31:48 started dudo had about 16 or 17 ukrainians including myself and D they

31:54 were very extremely helpful okay they couldn't get us out of the country for some legal reason uh but uh they helped

32:02 us they gave us as much free time as we want to but to be honest as soon as the

32:08 first panic subed we all wanted to work because you can't just sit down and read

32:14 news for 24 hours so after that it's all kind of get to some normality so was

32:21 just walk as usual but do the very very helpful and supportive I had to say okay

32:28 your unofficial charity for animals in Ukraine is commendable I mean I've been seeing it for like since the war started

32:35 what drove you to start this initiative and how can listeners support it well I

32:41 okay in Ukraine this this non-government organization all the big CH and

32:47 everything probably exist but money never never reached a small guys it was

32:52 always like this so I tried to support them before the war but with small amount of money like many many many many

33:00 people here in Ukraine but when War started obiously um people would be have

33:08 much less money available and there were many many more animals on the street

33:14 because people a lot of people live in a country they unfortunately unfortunately

33:19 they left cats and dogs behind yeah so and I I I decid because it was such a

33:25 sentiment when War started I I decid that okay I'm going to help

33:31 them kind of on on a more more organized way so I put this this side buy me a

33:36 coffee uh where people can buy you a coffee coffee is $5 there's no coffee

33:41 involved obviously it's just a charity and after that sending money to to small

33:47 shelters and at the beginning at the beginning was such a sentiment we get a lot of lot of lot of money now it's much

33:55 more hard because the war is going for two and a half almost three years there were many more in other Wars conflicts

34:02 Earth CES and and everything people well obviously tied of of

34:08 everything hurricanes even hurricanes in the United States um so it it all

34:15 transform into very Niche thing which is SEO charity so if you put SEO charity in

34:22 one word and hashtag you probably will find something uh What uh any type of

34:28 charity needs anything Needs Trust but charity when you give your own even not

34:33 not huge amount M but your own money to someone to help someone else you need to

34:39 have a trust because you don't want to give it to some froster or you don't want to give it to huge huge non-go

34:47 company which probably will spend on their own expenses 90% which very very

34:54 often the case people they don't know how this huge organization they don't defro you for money but they the cost is

35:02 so big because those organization basically they use they build what in

35:07 United States United Kingdom Western Europe where they have to pay salary and

35:13 and everything and very little money goes to but this is beside the point so

35:19 I create this charity I use again inverted com because we don't have any

35:24 license we not charity registed no no none of it and we rely on SEO people

35:32 because they know me personally and they know if I'm saying that it's they probably believe me they should believe

35:39 because I don't lie but for example we don't have any cost I mean no cost was Ser the only cost we have is the

35:45 commission which this uh bu me buy me a Cofe buy me a coffee

35:51 company charges it's it's roughly about 10 10% but but people can use their they

35:57 own a credit cards and everything because for me to arrange I don't know stripe and everything would would would

36:03 be just just too much of a so I use someone else but otherwise we don't so for example we have a new page now a new

36:11 page is very easy it's SEO charity in one word.com very easy and this site is been

36:19 is d by the way but it's not Duda who is sponsoring us it's a particular agency

36:26 agency from from Chicago it's called Olive Street designs it's it's it's only

36:32 one of our sponsor they build the site for us and they they maintain this site

36:37 for us and they don't charge us a single single dollar and we don't take myself

36:43 my co-host alop and my and and I we don't take any money no salaries not

36:50 even expenses so for example for registered regulars who pay 10 $10 a

36:56 month regular we send a t-shirt I'm not wearing this t-shirt today we sending this t-shirt and I buy I print them in

37:04 Ukraine and send it ship them on my personal money I don't use donated money

37:09 yeah it's how it works so we we also do now twice a year we do this conference

37:16 style life life thing SEO thing because it's SEO charity and we not really

37:23 talking about a charity we're talking about SEO so the last one we had it September so for example we had the

37:30 latest list and we have J with us which next one will be in March next year we

37:37 for example we already secure Martin spit

37:42 from okay people want to donate fantastic but

37:47 if if they can if they can if if they don't I'm not trying to try to sell you

37:52 but you always can can have a look at SEO charity in one world

37:58 and see what's what's on okay so it's SE charity for our listeners. comom where

38:03 people can visit and if they want to donate they are free to donate if you can share is is Al also

38:11 fantastic I will share the link in the comments below as well fantastic thank

Importance of Core Web Vitals

38:17 you now Duda focuses on website building and enhancing core web vitals why do you

38:23 think these elements are crucial for business today okay let's be I want to be absolutely honest okay core web vital

38:31 supposedly ranking Factor but it's not the major ranking Factor now it's more or less people saying it's a tie break

38:38 so if two signs very similar in the rank and everything if one is cor vital

38:44 sustain clearly clearly better it probably will go rank higher so it's not

38:50 really about ranking things but for agency is a extremely good sailing

38:58 mechanism why a lot of agency come you have a website for example and you you

39:03 probably thinking about changing agency and new agency have a look and they see low hanging fruit they can check images

39:11 check couple of things and your cor vital will improve tremendously it's

39:16 reasonably easier to do you can do it and you can show your potential or new

39:22 client immediate result yeah ranking probably won't change ter

39:27 traffic probably not but something you can measure change tremendous it was red

39:33 now it's green so you can please your client and it works very very very well

39:40 if agency understand what they're doing so for that purpose it's important and

39:45 do the push a lot and D is absolutely core web vital Champion so if you if you

39:51 look at Google studio there is a one monthly report Duda is number one Duda

39:57 according Google studio not according dud according Google studio 80% of dudo

40:03 sites they passing core web vital out of books obviously uh if you can take

40:08 WordPress you can take whatever and if you know what you're doing you can adjust and do things and eventually you

40:14 will pass cor web vital but do the ones out of box you don't really think about

40:19 you just just go with this and bum and you you probably pass 80% of the chance

Scaling Operations for Agencies

40:25 okay what advice would you you give agencies looking to scale their operations in this digital first

40:32 era okay talk talking about agency there are different type of agencies some

40:38 agency which call Boutique agencies they try to work with with huge client and

40:45 they're happen to have I don't know one two three four five five clients that's it so this is completely different thing

40:52 I'm not saying is dangerous because in this kind of things if you lose one client out of three is it's a huge loss

41:00 but if you agents do yeah I get back to do that to my experience UD has 20

41:08 21,000 agencies as a client 20,000 agencies yeah something like when I join

41:13 was 177,000 and I thought wow but those agencies they work with local or with

41:20 small mediumsized business clients and they work in terms of scaling these

41:25 things you can really scale scale because scaling Boutique agency is extremely difficult because every single

41:32 client is it's a huge story but if you working with local plumbers and I don't

41:38 know roof repairs local garages maybe not necessarily local but those type of business is much easier to scale because

41:47 first those agencies they use web design not really as a money things they use

41:54 web design as a lead generation basically attract ction to a client so

41:59 client very often go to your agency not because they want SEO local garage they

42:05 don't even have a website so they come to you to get a website first because

42:11 you you offering them I don't know you're offering nice websites or some something so this is legit you do charge

42:18 but a lot of agency we work with some of them they even do they call it SAS web

42:25 design which means they don't charge you for example $1,000 for web design on on

42:31 on a first thing they say okay we'll do website and we'll charge you uh I don't

42:38 know $20 for two years $20 a month for for two years or something like I'm not

42:44 going to go into because dude doesn't do this I'm talking about our agency but they use website building as a lead

42:52 generation after that okay even even you pay everything but for example you your

42:58 garage and and I'm saying to you yeah we can give it everything to you and you deal with it or you can pay us I I don't

43:04 know retainer $10 2050 $50 a month and we will be keep everything all new new

43:11 stuff you need and everything right most most of them they they agree with retainer of course so which means you

43:18 build website for someone and now you have a retainer and now you have someone and after that what you do you upsale

43:25 him because you said okay you have a very beautiful website but you probably need some I don't know local traffic uh

43:32 we need to do some local SEO we need to do some PPC maybe we did to do content

43:37 marketing or influencer marketing as well possibility but probably for the

43:42 small medium siiz business it probably won't be the first one so this way every check is going up and agency have many

43:51 many clients and all go like like a snowball so this is one of the tactic

43:57 tactic obvious is not your boutique agency but you're trying to scale

44:03 right okay now uh you often discuss the importance of integrating technology

Recommended Tools for Agency Efficiency

44:08 into workflow what tool or strategy do you recommend for agencies to stay

44:14 efficient this is definitely not my subject or sorry to say I never work

44:20 inside agency I used to work uh before Sam Rush which is SE to and do the and

44:27 I don't know and fortunate or unfortunate I'm very old school so for

44:33 example I know I do use we we we use Monday for example for T and everything

44:39 but I still prefer to have a spreadsheet and things in a spreadsheet so sorry but

44:44 we do have a series of uh live uh live webinars and Kevin Gibbons from RE

44:52 signal it's UK agency very very successful UK agency is our whole for

44:57 this and he probably is the best person to ask or our guest for Ser this if

45:03 you're interested I can I can introduce to cavan and he knows a lot of stuff and

45:08 this is definit not not my question so I'll now move to one of my uh favorite

Rapid Fire Round

45:14 part of the show which is called as rapid fire round so you're going to just answer I'm going on to ask you a few

45:19 question just answer what comes in the right top of your mind first right are you ready sure yeah favorite marketing

45:25 book don't read mark books I read articles because I think it's it's

45:30 changing so rapidly right okay most underrated

45:36 marketing tool you have great questions which I have no no

45:42 answers I don't know okay uh one person in the industry you would love to have dinner

45:48 with I love to have dinner with um I'd like to have a dinner with

45:55 gay kavasaki I try to get him to do webinar with us several time I was kind

46:00 of reasonably reasonably close but never never get it so I would love to have a dinner with okay your goto productivity

46:08 act I'm probably too old for for for this show no it's not okay don't I don't

46:15 have a really go I don't I don't really think in what I do productivity is the

46:21 most important thing I would maybe slightly off what I will be saying right

46:26 now I'll try to rephrase John F Kennedy when he says think not what your country

46:32 can do for you what you can do for your country but I will I will rephrase it

46:38 think what you don't think what your influencer can do for you think what you can do for your influencer and this is

46:45 my productivity haug why because if you try to help your

46:51 influencer most surely influencer would love to help you and would be open for

46:57 many things and which means you don't have to go to 3,000 fluen to ask the

47:02 same question if they want to do it for you I I'm not not sure if it's really really H for but it's any right yes okay

Future Plans and Projects

47:14 lastly what's next for you any exciting projects or initiatives you would like to share with our

47:21 audience well okay two two things I'm doing my

47:27 daytime job is Duda and it's probably hopefully will be more exciting so in

47:33 dudo we will reintroduce what I've done at Sam rash not single webinar not huge

47:39 conference we do huge conference once a year but we call it Mega webinar when we have say five one hour session one after

47:47 another so and it's uh for me it's really saving a lot of effort because to

47:54 do Mega webinar is just slight more difficult than just a regular webinar

48:00 but it's much easier to Market and it's more fun to do so the next one we will

48:05 be doing uh uh with a provisional uh name SEO verus verus content marketing

48:12 which is of course not versus they they all together and we'll be doing it January 23 and probably doing once a

48:18 quarter with different name for my personal project we will have next next

48:24 this confidence style call in March 20 March 27 we already secured three

48:32 fantastic fantastic SEO speakers I all about it so hopefully we'll get two three more and the sponsors so if you

48:39 want to sponsor our Event Event search engine General sponsoring our event by the way and if you want to be a sponsor

48:46 just just give me give me a shot sure all right andon it's been an

Finding Anton Online

48:52 absolute pleasure having you on the agency Insider show before we wrap up where can our listeners find you online

48:58 and learn more about you your work well I probably would say go to SEO

49:03 charity.com there is a little bit about myself about this project all go Anon

49:10 shw.com it's my personal personal site yeah okay uh thank you for all for

49:20 tuning in don't forget to subscribe to the agency Insider show for more such enlightening conversations with this we

49:26 have end this insightful conversation into the influencer marketing see you in the next episode thank you yeah

49:33 fantastic was