Welcome to Marketing School, the only podcast that provides daily top-level marketing tips and strategies from entrepreneurs that practice what they preach and live what they teach.

Let's start leveling up your marketing knowledge with

your instructors Neil Patel and Eric Sue.

All right, so we're going to talk about how to build an organization of top marketing performers.

But Neil, what do we mean by top marketing performers?

People kick butt and produce results.

I'm not talking about just people who are there who are producing reports for you. I'm talking about top performers.

These are the people that aren't just driving clicks. They're not just driving followers. They're actually producing revenue. In marketing, your job isn't to

optimize a quality score, your job is to drive revenue. Your job isn't to optimize search engine

rankings, your job is to optimize search engine rankings, your job is to optimize revenue.

Now if those efforts drive more revenue, you should do more of those tasks, like improve the

quality score or improve your search in rankings.

But if they don't, then you should spend your time on something else.

Great example of this is, my team started optimizing for random terms

and started getting traffic for the term discord on Google.

Eric, you want to guess how many visitors we got from that term discord?

Many.

Hundreds and hundreds and thousands over a four month period.

And how many conversions did you actually get? Zero. So what do we do?

We stopped caring about that and we started squashing some of those pages and reduced our

traffic and our rankings. And on the flip side, we were talking about quality score a few episodes ago,

Eric's first job in e-commerce, you were working on Google ads.

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