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LEARNEmail Marketing
A smiling man with a beard, wearing a buttoned white shirt and a dark blazer, holds an open book with architectural images.

I can’t tell you how many times I’ve heard someone dismiss email marketing as “old-school” or “not worth it.” Email marketing is the underdog in digital marketing that just never dies. You can’t beat an inbox for connecting directly with your audience.

If you’re ready to find out why this method still reigns supreme, keep reading.

In this lesson, I explore the power and importance of email marketing as a reliable tool in a crowded digital landscape. We start by discussing why email marketing remains a cornerstone of digital strategies, highlighting its ability to drive conversions more effectively than social media. I also cover how to set up a successful email marketing strategy, from building a targeted list to defining clear goals and KPIs. By choosing the right tools and crafting engaging emails, you can ensure long-term success.

Start Reading Foundational Guide

In this lesson, we’ll cover the essential steps to building a successful email list from scratch. I’ll guide you through the importance of email marketing as a direct and controllable tool for business growth, and explore effective strategies for rapidly growing your list. You’ll learn the differences between single and double opt-in methods, how to select the right email service provider, and create compelling lead magnets. Additionally, we’ll discuss segmentation, automation, and best practices to nurture your list and maximize conversions.

Start Reading List Building

In this lesson, you’ll discover how email marketing tools can simplify and enhance your marketing efforts. I’ll guide you through key features to look for, including automation, segmentation, personalization, and analytics. You’ll learn how to choose the right platform based on your business needs and explore popular tools like Mailchimp and ConvertKit. Additionally, I’ll share tips for scaling your campaigns and avoiding common mistakes, helping you create effective email marketing strategies that engage and convert.

Start Reading Tools & Software

In this lesson, I will guide you through the essential components of writing better emails that engage and drive action. We’ll explore why email marketing remains a powerful tool, despite new trends in digital marketing, and how to craft emails that feel personal and authentic. You will learn how to write compelling subject lines, strong openings, and effective CTAs, while avoiding common pitfalls. I’ll also share strategies for growing and segmenting your email list to maximize relevance and engagement.

Start Reading Copywriting & Messaging

In this lesson, I will guide you through the fundamentals of A/B testing in email marketing. You’ll learn how to optimize key elements of your emails, such as subject lines, CTAs, and design, to improve open rates, click-throughs, and conversions. I’ll walk you through setting up, analyzing, and iterating on tests, with a focus on avoiding common pitfalls. By the end, you’ll be equipped to make data-driven decisions to enhance your email campaigns and boost performance.

Start Reading A/B Testing & Optimization

In this lesson, we will explore how to effectively leverage email marketing as a reliable revenue engine. You will learn how to set clear objectives, build and segment your email list, and craft compelling emails that drive engagement. We’ll dive into measuring success through key metrics, discuss common pitfalls, and examine the balance between personalization and privacy. By the end, you’ll be equipped with actionable strategies to create, execute, and optimize your email marketing campaigns.

Start Reading Strategy
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Shane Barker
Digital Marketing Expert
A smartphone displays the Marketing Growth Podcast page on Spotify, showing episode titles, play buttons, and host Shane Barkers profile photo at the top. The phones clock reads 7:37.

The Relevance of SEO in an Effective Content Marketing Plan with Aaron Agius

Aaron Agius from Louder.Online shares how blending SEO strategies with valuable, audience-centric content propels websites to higher rankings. Host Shane Barker uncovers Aaron’s path from affiliate marketing success to building a global remote team. Learn how to optimize content for genuine engagement, shape a sustainable traffic pipeline, and navigate cultural nuances in distributed work. Tune in to harness Aaron’s tips for impactful, overall content marketing.

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A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.
Today's guest...
Aaron Agius

Aaron Agius is the Co-Founder and Managing Director of Louder.Online, a globally recognized digital marketing agency that delivers ROI-driven strategies across SEO, content marketing, and social media. Under his leadership, Louder.Online has partnered with industry giants and fast-growing startups alike, helping them scale their online visibility and revenue.

Beyond his executive role, Aaron’s insights on data-driven marketing have been featured in Entrepreneur, Forbes, Social Media Examiner, and other leading publications. His practical approach and proven results make him a sought-after speaker at conferences worldwide, where he shares cutting-edge tactics for achieving sustainable growth.

With years of hands-on experience in the digital space, Aaron continues to shape best practices in online marketing, guiding businesses to maximize the impact of their content and stay ahead in an ever-evolving digital landscape.

Episode Show Notes

On this episode of The Marketing Growth Podcast, host Shane Barker sits down with Aaron Agius, a leading digital marketer and co-founder of Louder.Online, to explore the intersection of SEO and content marketing. Aaron shares how he discovered the power of organic search while living the digital nomad life, ranking affiliate sites for various industries. He emphasizes the importance of creating valuable, audience-focused content over quick, low-effort posts that merely spotlight a product or service.

Aaron also talks about building a fully distributed, global team capable of delivering continuous results across multiple time zones. He touches on the cultural nuances of managing remote employees, revealing lessons he learned the hard way before fine-tuning his hiring processes. Throughout the conversation, Aaron underscores how consistency, meaningful content, and the right SEO tools can drive lasting visibility and traffic.

Tune in for expert insights on scaling your content efforts, leveraging search rankings to their fullest, and balancing location independence with agency ownership. Whether you’re a seasoned marketer or just starting your SEO journey, Aaron’s practical strategies and real-world experiences will help guide your next steps.

Books Mentioned

  • Faster, Smarter, Louder by Aaron Agius

Brands Mentioned

  • Louder.Online

  • QuickSprout

  • Slack

  • Skype

  • Basecamp

  • Google Drive

  • Dropbox

  • Ahrefs

  • AccuRanker

  • SEMrush

  • IBM

  • Intel

  • Ford

  • Salesforce

  • LG

  • AdWords

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
0:10-0:58

Welcome to the podcast. I’m Shane Barker, your host of Shane Barker’s Marketing Madness Podcast. Today’s episode is about SEO and content marketing. We’ll discuss how to create great content and optimize it for better search engine rankings. I have with me Aaron Agius, a leading digital marketer and co-founder of Louder.Online. He’s a pro at intelligent and effective search and content marketing. Listen as he shares the best SEO advice and talks about being audience-focused and keyword-focused in content marketing. You’ll learn how to leverage SEO to make your content perform better. It’s totally worth your time. So, tell me a little bit about yourself. I can tell from the accent that you’re from the United States, right? Just kidding. No, seriously, tell me where you grew up. Give me a little background on Aaron’s life.

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
0:58-1:21

Sure, technically, I am American. I was born in the States, but I grew up in Sydney, Australia, since I was one, so I pretty much spent my whole life there. That’s where the accent’s from, and I decided, you know, the grass is always greener. Everyone wants to go to Australia, but I wanted to get out and go everywhere else. So, I’ve been living in many places since I started adulting.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
1:21-1:34

Yeah, so let me tell you this. When you were one year old, you decided you wanted to move to Australia. That’s kind of young, don’t you think? Very independent. What did your mom and dad think? Were they just like, “He’s one, what are we going to do?”

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
1:34-1:39

I dragged him with me. I’m very convincing as well. So I persuaded them. And, yeah, we all moved.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
1:39-1:45

Probably needed you to kind of be a, kind of a parent figure. I mean, you’re one, so it’s like, I think that’s awesome. You brought your parents along.

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
1:45-1:50

Yeah, yeah, exactly, contributing to the family. Yeah, that’s good, because they obviously need it.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
1:50-1:58

I’m sure you’re probably bringing in a lot of money at that time. It’s okay. So let’s not, let’s not digress here. So okay, so you went into Australia, obviously, because it’s an awesome place that I’ve been to, by the way.

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
1:59-2:01

It’s good, I like it.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
2:01-2:11

Yeah, so, your family. Big family, Mom and Dad. I mean, obviously, you have a mom and dad, because you’re here. We don’t need to go into heavy detail on that, but, like, brothers, sisters—what do we got going on?

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
2:12-2:19

Yeah, five kids. So bunch of brothers and sisters, yeah, big family, spread out over many years.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
2:19-2:24

Gotcha. And are you, obviously you might be a little biased. You think you’re the most intelligent out of all the kids?

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
2:25-2:30

It’s not that I think I’m the most intelligent, just everyone else thinks that. So, you know, I just run with it.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
2:30-2:55

Yeah, you’re like, “Listen, I trust your guys’ opinion.” Yeah, yeah. So, it’s good to be modest. I can see we’re in the same boat. Like, I don’t think I’m really good looking. My brother says I’m a lot better looking. I don’t know if I am or not, but I just take what he says because I assume he’s a smart person. So, growing up in Australia—how long were you in Australia for? You went to school there and all that kind of fun stuff. So, you were there for how many years?

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
2:55-3:13

Yeah, everything. Full adulting. Decided to move to countries when I was 30. I think somewhere around there, I moved from Sydney to Koh Samui in Thailand. Yeah, I’ve been to Koh Samui. So I lived there for three years, which was really good.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
3:14-3:23

Yeah, when I was there, they put— and it kind of disgusted me— they put, like, a Starbucks. They’re like, “Hey, we got a Starbucks!” They were super excited about it. I’m like, “Oh, that’s not why I came here.”

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
3:23-3:24

Yeah, exactly.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
3:26-3:28

Run there. But I’m like, not me. I’m like, I’m good.

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
3:28-3:49

There’s McDonald’s, all the chains. There’s a lot there now. You’ve got to go to the islands off Samoa now, Copenhagen hotel, and that’s how it is. Each step you go is like 20 years behind on the other island. I moved there with my wife and two kids when they were tiny.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
3:49-3:54

Yeah, gotcha. So we’ll go into that too. So tell me about your kids. How old your kids right now?

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
3:54-3:55

Seven and eight.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
3:55-3:58

Seven and eight and you got a dog? Rumor has you got a dog?

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
3:58-4:01

Two dogs now, I got a new one about a month ago.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
4:02-4:05

See, I’m gonna have to fire my research team because they should have known.

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
4:05-4:09

I don’t know where I put that online, but I’m impressed.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
4:09-4:21

Now, and this is gonna be weird. Is your social security number; Now, I’m gonna say it out loud, but we can block this out. I know your pin number too. So it’s not, I mean, we’re not gonna tell everybody. It’s like, and the cool part is, I only have like, two people that listen to my podcast.

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
4:21-4:24

Yeah, exactly, one of them might miss this episode. So that’s fine.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
4:24-4:31

Yeah, one of them will probably be your wife. At this point. It’s like, maybe we’ll have three people so really, and she already probably knows your social so you’re going to be safe.

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
4:31-4:37

Now I’m starting to understand where you got all your information from. You mentioned my wife. I’m starting to piece things together here.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
4:37-4:48

Yeah, yeah. She’s like, “Listen, here’s the deal. We need some leverage with this.” I’m like, “Okay, I don’t know what that means, but sounds good.” So, cool. So, okay, you went to Cosimo, you said, at age 30?

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
4:48-5:06

Yeah, about 30, did about three years there, as the kids started to need a bit more than what a small island could provide, yeah, moved back to Sydney for another couple of years. Is, and then have recently, as of about a year and a bit ago, moved to Singapore with the whole family.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
5:07-6:18

Yeah, we were touching on that a little earlier. Man, I’m thoroughly impressed with Singapore. I’ll probably touch on that a little later in the podcast, but, yeah, how about a crazy city in a good way? Man, I was just amazed at how clean it is and everything about it. I didn’t see one piece of trash on the ground. It was just crazy. It’s like crazy nuts. So here’s my funny Singapore story—I’ll tell you now. I was leaving Singapore, and I was at the airport. I had just had some food, you know, and I was getting on a plane. It’s kind of close quarters, and I thought, I really need some gum. So, I went into this Cadbury store. It’s not little, it’s huge, you know? They have like 5,000 stores at their airport, which is, like, the number one airport in the world or something. You can get a lot of stuff, like a pool and everything you need at the airport before you go on a flight. So, I went to this Cadbury store and asked, “Do you guys have any gum?” The guy kind of did a double take and looked at me like I had asked him for heroin or something. Like, “Hey, you got any heroin, a little bit for the day?” He goes, “Gum?” I said, “Yeah.” He goes, “Oh, we don’t sell gum here.” Like, I was an agent or something. I was like, “Oh, you got the gum, brother?” And he said, “What do you mean?” I said, “What do you mean by that?” He said, “We don’t allow gum.” I didn’t know that it was pretty much illegal, right? I don’t think you can have gum.

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
6:18-6:27

I think it’s illegal to sell if you bring it in, it’s not illegal to chew it or something. But, you know, you don’t see it anywhere. No one’s chewing gum here.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
6:27-7:29

No, and I didn’t know that either. When I asked the guy, he kind of looked at me like, I guess he thought I was Singaporean because I obviously fit right in, yeah, the red beard. They’re like, “Are you local?” I’m like, “Yes.” “You need gum?” I’m like, “I’ve got the hookup.” I’m just saying, if you needed some chewing gum, I could totally hook you up right now. So, cool. Okay, so we’re going to talk a little bit about Singapore later because I’m kind of in love with Singapore. I mean, you’ll see my Instagram. My last six pictures have been like, “Dear Singapore, I love you and miss you, and I’m going to come back.” Anyway, I’ve got some good stuff happening there. Next time you and I are going to have coffee or a beer or maybe do some chewing gum together or something like that—just go all in and do crazy stuff. Keep that. I know, download the whole company. Yeah. Well, the unfortunate part is that when somebody listens to this, they can come get you in Singapore. I’m in California, so I’m safe until I come back. So, anyway, when I come back, we’ll figure that out. I’ll put money on your books. Don’t worry, it’ll be fine. Thank you. So, did you go to college in Australia, or anything, or did you just come out brilliant? We already kind of touched on this a little bit.

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
7:29-8:13

I tried a few times. At 18, I kind of moved out, and that’s the time when you’re trying to go to uni, as we call it in Australia. I was doing a Bachelor of Computer Science, a big degree, but I just couldn’t get started. I started at Sydney Uni, went to New South Wales, UTS. I went to a whole bunch of different unis, trying every time, but just couldn’t handle trying to support myself and doing such a big course at the same time. Eventually, the jobs I was doing on the side led me to hire people who had completed the degree I was trying to study for. That’s when I realized it wasn’t needed anymore.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
8:14-9:35

So, it’s funny. My brother graduated from UTS. Oh, really? Yeah, he went there, and that’s why we went out to visit him when he graduated. He graduated in film. He’s in San Francisco doing film and works for a few different companies. But, yeah, that was interesting. When you mentioned UTS, I didn’t know if that was going to come up in the conversation, but with Sydney, my brother’s there at the moment. Oh, is he really? Oh, that’s awesome! Yeah, my dad and I went to visit him. We were there for a while, I don’t know how many weeks, but we just rented a car and went up the Gold Coast. We had such a great time. I can’t even tell you how much fun we had. Yeah, it was awesome. So, college wasn’t really your thing. And, you know, it’s funny—when I think about it, 20 or 30 years ago, people would say, “Oh, you didn’t go to college?” Now, it’s like, I went to college, got my degree, and that’s super awesome. But how much money has the degree earned me? Point zero, one percent, if that, right? Yeah, I’m not saying, you know, kids listening to this, or my son, who’s in college right now, should stop. Keep going to college, son. But, for the most part, it doesn’t matter. Especially with online education, you can learn online. That’s where I’ve learned my stuff, I’m sure where you’ve learned yours. There’s just so much information out there, and it doesn’t have to come from college. In the next 5, 10, 15, 20 years, you won’t need to go to Stanford. You’ll be able to take their curriculum online. They’re working on that right now.

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
9:35-10:14

Yeah, I couldn’t agree more. I said the same thing to my younger brothers. There are loads of reasons to go to college or uni, but it’s not necessary. You don’t need to unless you want to. I’m sure there’s a lot of stuff I missed out on. The social scene was amazing, I’m sure. I had a pretty good social scene in my early 20s anyway, but yeah, I’m sure there were career opportunities I missed out on. I’m happy with the direction I took, though, and I’m always looking to get somewhere else as quickly as possible. I feel like I skipped those years I would’ve spent there. Plus, I was hiring people who had that degree anyway, so it made sense to do what I did.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
10:14-11:39

Yeah, no, that’s awesome. I mean, once again, I firmly believe in that. To me, I’ve thought about going back and getting my master’s, but it’s literally just to get my master’s. It has nothing to do with furthering my career. I teach at UCLA, so I’m one of the only instructors without my master’s or doctorate, which is crazy. They came to me and said, “Hey, you have expertise. We’re looking for someone who’s a practitioner.” So, that was a weird situation where I was like, “Wow.” I was going to go get my master’s at a local college in Sacramento. They said, “We’re looking for someone like you, but you have to have your master’s.” I thought, okay, they have a teacher who’s 65 years old, no offense to 65-year-olds, but he’s teaching this marketing class and they told me, “He really doesn’t know what he’s teaching.” He’s like, “This Instagram thing? Just be very careful with the pictures that you post.” It’s just crazy. So, these are the people teaching the youth. They just haven’t done it. They don’t really know anything about it. They’ve read some stuff and they’re kind of getting it, but not really sure. They wanted me to come in, but they said, “You have to have your master’s.” And I’m like, “But why does my master’s matter?” This was another college, not UCLA, and they didn’t really have an answer other than, “That’s how it’s always been.” So, I’m like, “Yeah, but you’re looking for someone who has done it, right? That’s what you’re looking for, and that’s what you want.” Anyway, it’s just…

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
11:39-12:04

That’s amazing, same thing on LinkedIn or any other job site that you’re going to and people have heard as a requirement for any of the jobs, and it just puts a lot of people off actually applying. And I just ignored that, like back when I was looking for jobs after, you know, when I should have been in college, I just started ignoring and it’s amazing how many people, if you just ignore it and just apply, you can actually cut through the noise, especially, yeah, world experience, like you were just saying.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
12:05-13:04

Yeah, and I think that’s what it comes down to. It’s just interesting. I think it’s a lot of that old-school thinking, like, “Hey, you have to have a degree to get there.” I get it, a degree says you set a goal and did it, but, yeah, how much does it really mean? I graduated in 2003. I waited 10 years to graduate. I went to school with Jesus. I don’t know if you know who Jesus is—literally, yeah, he has a Bible and some other stuff. But, no, I feel like an old dude when I explain that. When I was going through school, I graduated high school in ‘93, so let’s do the math on that. The internet wasn’t even the internet yet. When I went to school, the internet was, like, there, but it wasn’t the same. The school I went to had one entrepreneurship class, just one. That was it. It was all about, “Hey, go to school, train yourself, then go work for a company.” For me, I was like, “I don’t know if that’s for me.” It just wasn’t my calling.

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
13:05-13:26

I couldn’t agree more. As you’re saying that, I’m trying to think of a book I read a long time ago that covered a lot of this stuff. I’m trying to remember the name. I literally have it on the shelf over there. It’s a really good book that fits in really well. A guy named Michael something wrote it, and it had to do with education and the new way. Anyway, I’ll find it. Sorry, I’ll find it afterward.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
13:26-14:05

Yeah, find it and shoot it over. I’d love to listen to it, or at least, I say read it, but I’ve seriously bought like 50 books, and for me, I’m all about Audible. If I try to read a book, ADHD kicks in. I start thinking about what I should do tomorrow, what I should wear, what I need to do here, and then I’m just drooling on my book that I shouldn’t even have bought. My wife laughs. She says, “These books back here are all fake.” I haven’t read a single one of them. They’re empty for sure. The sad part is, I actually do buy the books because I assume that through Audible, I’ll highlight them. This is my perfect world where I have all kinds of time, but it just never happens that way. And my wife’s like, “Why do you keep buying these books?” I’m like, “Because I’m going to read them.”

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
14:05-14:06

Exception is everything makes me look…

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
14:06-14:25

Yeah, exactly, yeah. And she’s like, keep spending that money. You’re doing a great job. Those books are getting highly used. So cool. Okay, so you didn’t go to college, but you were hiring people in college. Like, how did you jump into, like, the SEO thing and the content game, like, I want to hear that backstory there, because I’m intrigued.

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Aaron Agius

Speaker 2
14:25-18:27

Yeah, sure. So, my whole employment history was in IT and doing IT jobs, which I was good at, but it wasn’t enjoyable. It was all reactive, fixing people’s problems all the time. I worked for people like Microsoft, built big networks, and did all sorts of stuff for a bunch of years. Then, I think it was around 28 or 29, my girlfriend and I at the time decided we were going to pack up and go on an extended trip, which happened to be to Thailand. We were living in Koh Phangan, just off Koh Samui, in a villa. It was really cheap to live really well over there, so we did that for a long period of time. While we were there, we thought, we need to find a way to do this indefinitely—earn a strong currency, live on a cheap currency, the whole geo-arbitrage play. We started investigating how to put it all together, and around that time, we started looking online and people were saying they were making money online. Everyone thought it was BS, right? It was just something people were saying, scamming each other. But we thought there had to be some truth to it. She was in marketing, working for IBM before the whole digital stuff really started happening, and I was in IT. We combined our skill sets, did research online, figured out that people were making money online, and thought, “Alright, we’re going to give this a crack.” So, we moved back to Sydney and spent about 14 hours a day, at least the absolute minimum, every day for about four months, trying to figure out what it was all about. It was literally just sitting in front of a computer saying, “People say they make money on social media, on search, on this, on that,” and then, “Okay, well, which channel are we going to choose?” We chose SEO because we didn’t have any money at the time. What we did have was time, so we thought, “Alright, we’ll do the work to earn those results.” We went through, “Okay, what are we actually going to rank?” and realized we didn’t have the skills to build websites. So, it was a lot of figuring things out. Eventually, we fell into affiliate marketing and just driving traffic to other people’s websites. In the beginning, we started ranking sites and driving traffic to hotel and accommodation booking websites, taking $1 a click or some commission based on the sale. That started working really well, and four months in, we made 40 cents online. That was amazing—we were high-fiving and jumping around because it proved that it was real and you could make money online. What we knew then is the same thing we know now: the internet can be almost infinitely scalable and highly automated in different ways. The next day, we turned 40 cents into $400 just by scaling up what we did. Then it continued scaling from there. We spent the next couple of years doing the same thing, traveling around the world, working from hotels in Rome, Japan, and all sorts of places. When we moved outside of hotels and accommodation, we worked in speed dating, flower delivery, and all these different industries. It worked really well. Then we started getting a lot of friends and people asking, “If you can do that for your own web assets, surely you can help me do it for my small business—help me get this ranked and get traffic.” That’s when the consulting side kicked in. We started helping small businesses and worked our way through to medium and eventually enterprise-level clients. The agency and consulting side of things really stabilized the peaks and troughs that come with affiliate marketing, which affiliate marketers will tell you about. As we picked up the right clients, the agency, Louder Online, was born. We’re still doing the same thing today, 11 years later. And you said your girlfriend, so now it’s your wife, right? Yes, she is my wife. That’s good. She told me in the interview we did about what we were going to do to make it weird for you or whatever the goal was. I don’t know, I like weird, man. I do like weird.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
18:29-18:43

Super love weird. She knows me. She said, “Make it weird.” She knows what I like, I get it. That’s awesome. So, is it true that when you guys made that 40 cents, that was the night you conceived your first child? Was that how excited you guys were? Was it over 40 cents?

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Aaron Agius

Speaker 2
18:43-18:53

That was that pivotal point where I’m just thinking of the best way of putting this, the excitement happened a lot quicker than being able to conceive.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
18:54-19:04

Got it? That’s all you had to say. I was very, very excited. I just want to make sure your stories are matching up with your wife, told me. So I just, I don’t want to make this weird. I just want to make sure that we’re good.

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Aaron Agius

Speaker 2
19:05-19:09

It’s good. It was a few years later.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
19:09-19:49

That’s awesome. Okay, good deal. I’m not here to question your timelines. I believe you. So, we have a lot of parallels. What’s interesting is that I like to travel, but the only thing I haven’t done is gone places for like six months or a year. I think you’ve taken that next level of commitment. I’ve done a good amount of traveling, and I was really blessed because my dad, early on, would take me to Costa Rica. I went to school in Costa Rica, and I’ve had that experience. I’ve always enjoyed the travels, the fun, learning about cultures, the food, just everything about it. So, when was there a time when you guys pretty much sold everything? I mean, there was a point when you said, “Hey, this is what we’re doing.” Was that when you were back in Sydney and then decided, “Hey, let’s…”

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Aaron Agius

Speaker 2
19:49-20:45

So, that was when we first went on the trip I just explained—going to Koh Phangan and living there. Even though we did go back to Sydney to try and figure it all out, it was just part of continuous travels. It wasn’t that we literally moved back there. That was a very freeing time, and with no kids at the time, that’s what enabled the travel to last for longer periods. I think it was around 2007 or 2008 when we read it while we were in the middle of our travels and thought, “Wow, that’s a lot of stuff we’re already doing, and there are also things we could be doing that align more.” So, we just kept going. We didn’t even know being a digital nomad was a thing. It wasn’t really a thing at the time, and then we realized we were part of it. There are people still doing it today. We just kept going to the right places, and we really enjoyed it. I look back fondly on those times.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
20:45-21:20

Yeah, I mean, the traveling side of things—when it comes to traveling, there are always ups and downs, I guess that’s what I’m saying. You know, when it comes to the internet and stuff like that, it can be somewhat of a challenge sometimes in different countries. Obviously, not in Singapore—Singapore is like, you know, they’re pretty much 5G. Not really, but I mean, they are, right? It’s like next level when it comes to tech. But, I mean, how did you guys get through that? Because, I mean, when you’re traveling, it’s, you know, I did a keynote in Sri Lanka once. I went for a week to do this whole travel thing, and it was awesome. But the internet was… well, it’s sometimes a blessing, right? I mean, unless I have projects I need to get done. But how did you guys work through that?

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Aaron Agius

Speaker 2
21:20-22:12

The only time I really experienced big issues was probably in Thailand, where we were staying on the island. Sometimes the whole island would drop power-wise. During those times, I usually went out for maybe half a day. At one point, I went out for four days, which was a national emergency. During those times, I’d get on the phone, and we’ve always had a team, so the phone still worked, at least at the beginning. We’ve always had a team to cover some things while those issues happened. But I didn’t notice too many big issues. A lot of the stuff we were doing with affiliate marketing was through a VPS, a virtual server somewhere else. I didn’t need a lot of bandwidth on my end to connect and run things from there with different tools and whatnot. So, yeah, we handled it. And a lot of the other times, we were in hotels, and they had fairly decent internet compared to some of the private lines.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
22:12-22:30

You guys aren’t doing, like, I know some of the guys I’ve traveled with, you know, they do a lot of video stuff and all that. I mean, that’s when you run into issues, right? When you’re trying to send, you know, one gig or whatever it is, then there can be some issues. But sending emails and stuff doesn’t take too much bandwidth, not exactly. So, how big is your team? You guys have, what is it, louder.online?

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Aaron Agius

Speaker 2
22:31-22:46

It is louder.online. It fluctuates. And there’s many people in different capacities, but I’d say between 50 and 60 at the moment. Oh, gotcha. You guys full time, part time contractors, a whole lot of different structures and setups, fully distributed globally as well.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
22:46-22:48

That’s awesome. So obviously, everybody’s a remote team.

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Aaron Agius

Speaker 2
22:48-23:36

Yeah, and the interesting thing is, that’s common nowadays, but we’ve been around for 11 years, and from day one, we wanted to have people in different countries. We started with India, went to the Philippines, Eastern Europe—we’ve done it all. We have people in all those areas now. But it was a real learning curve. You get a lot of people saying they want to outsource or have a remote team, but there wasn’t a lot of instruction or how-to when we were doing it 11 years ago. So, there was a lot of trial and error in figuring that all out. We stuck to it, and it’s done a lot of good for us. It means we can deliver things overnight. We have people working in all time zones, with the right people in the right countries supporting the right clients. There’s a lot of good. While it used to be harder to convince clients that this is normal and they’ll get the best service, now people don’t really blink an eye at what we’re doing, and it’s worked in our favor.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
23:36-24:16:00

That’s awesome. Yeah, we have a lot of parallels because my team is all remote as well. I’m here in Sacramento, California, and my team is all over. There’s a lot of trial and error, obviously, trying to get it going, figuring out what software to use, and all that. But once you get a good cadence in place, it’s great. I love the fact that it can be 5 o’clock in California, I talk with a client, and by the morning, I have it done. And they’re like, “How did you get that done?” They don’t understand. I’m like, “I run a 24-hour clock,” and they’re like, “But that’s illegal.” I go, “No, it’s not. When you have time zones, yeah.” And I’m like, “That’s the whole point of this! I have this continuous clock that can keep going.” What software do you guys use? Is it like Slack, Trello, or something else?

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
24:16-24:49

So, I’ve worked on and trialed a bunch of different tools for managing remote teams, and eventually just went back to the basics. So yeah, we’ve got Trello, but don’t use it hardcore. We use Basecamp for most of our comms, and then Skype, Slack, and email. We’ve got Google Drive, Dropbox, pretty standard stack. But, like I said, we tried all the different fancy tools that are meant to handle it all in the right way, but I’ve never been convinced. Trying to get everyone on your team to use the tools in the right way is the tough part.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
24:49-26:03

Yeah, we’ve kind of found the same thing. We’ve tried Basecamp, Asana, and I mean, if I had $1 for every software, I could just retire. It’s hard to get the whole team to move to a new tool and use it the right way. For us, Trello has been good. We use Slack, obviously, and Google Drive or Dropbox. Slack has really helped us with our emails, cutting down the amount of emails we receive because it’s always hard when you’re CCing people. It’s helped with project management and stuff like that. That’s interesting. It’s cool that you’ve got that. My team is about 33 right now. Like I said, it’s been awesome. Outsourcing has been fun because it takes a while, but once you get people trained up, the remote thing is a benefit. Once you find the right people, obviously. Now we have certain ways we interview people and ask them questions to figure out, like, “Are you looking to work half time and make all this money, or are you really going to work hard?” And we have checks and balances for that. Yeah, exactly. I don’t like to micromanage people, so for me, I’m like, “Listen, I’m not checking in on this and that.” I’ll have certain checks and balances, and if I start to get a feeling, you know, my spider sense starts to tingle, I’ll think, “Okay, I think you might not be doing some stuff.” Then you’ll probably get a call from me. But other than that, just do your stuff, get it done on time, and life’s good.

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Aaron Agius

Speaker 2
26:03-27:02

The thing that really changed for us was dealing with so many different cultural intricacies. Trying to manage that was really interesting at the beginning. In India, we’d have everyone saying, “Yes, sir, I’ll take care of that,” completely understanding what you’re saying, but delivering something completely off-point and not asking questions. We realized that fell back on us and our processes and procedures, so we took care of that. But then, in the Philippines, we’d have people just disappear. They wouldn’t ask how to do things; they would just never respond again. You’d be like, “How do I get in contact with them?” Then they’d come back and you’d have to hire someone else. There were a lot of different issues in different countries. Eventually, the way we got past all that was by finding people we really trusted and trained in the right ways. We set them up as the heads of those countries, so it meant fewer people I had to deal with directly or our ops team had to deal with. Then, they got to handle the cultural barriers, and the workers knew they could speak to someone in the right language and culture. That really fixed things for us.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
27:03-27:33

The reason why I’m laughing when you were saying that is because it’s so spot on. I don’t know how many times, and once again, it’s very much a cultural thing, and that was the hardest thing for me. I’m like, “How is it that I told you what I needed? You said, ‘Yes, we can absolutely do that,’ and then you just disappear?” I’m so confused. Why wouldn’t you just say, “Hey, that’s not within my wheelhouse, but I have someone else I can recommend”? I’d literally hire people, wait for two weeks, and then say, “Hey, what’s going on?” and they’d be a ghost.

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Aaron Agius

Speaker 2
27:33-27:42

And the funny thing is, you’re asking these questions. Like, you hope that you’re actually talking to someone, but there’s no way of getting in touch with them. No one’s answering that. There’s all different conversations in your head, going, where are you?

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
27:42-28:13

Yeah, and it’s like, it’s funny. I was laughing because I’ve literally been through that a thousand times. Now, you realize it’s a cultural thing. It’s something you have to learn. I tell people, “Hey, listen, at the end of the day, if you’re not a good fit, just tell me. I have no problems with that.” I’d rather know that upfront than give you the task, and then find out 13 days in that it’s not going to get done. When I’m supposed to get it done in two weeks and I’m chasing you down, like, “Hey, John, where you at? John, where you at?” and then John just never shows up, right? That’s a problem. Anyway, I was just laughing as we went through a lot of this.

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Aaron Agius

Speaker 2
28:13-28:33

The interesting thing as well is all these points you’re talking on, there are full industries out there that you know, you and I have both done, like digital nomadism, the whole thing, and outsourcing and offshoring and managing remote teams is another whole industry. And topic like, yeah, you can go deep into all of them, and you need to know enough about each of them to stick together the right sort of company in the right business.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
28:33-29:23

Well, and that’s, once again, what you’re talking about. That was the crazy part about it. I used to, in another life, have a company with 130 employees in my office, and it was crazy. Any of my old staff members listening, I love you guys, but it was crazy. It was literally like putting out fires all the time. You deal with emotions, people coming in saying, “Oh, my husband’s cheating on me,” and I’d be like, “Oh, come sit down for two hours and let’s talk about it.” And shout out to all the husbands that left their wives, and wives, sorry if I’m not being insensitive, but I mean, that’s just what you deal with, right? Not remotely the same, but you still deal with different things. After that company, I told myself, “I’ll never have that many staff members in one place again,” not that I didn’t appreciate them. It’s just I didn’t have the freedom I have now. With software and putting people in places where they can manage things, it’s a different deal now. It’s a lot more freeing.

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Aaron Agius

Speaker 2
29:24-29:50

And mind you, it’s, it doesn’t disappear fully. And you’d know as well. You know, most of your day, or I’m speaking out of turn here, most of my day is spent not doing the things that I want to be doing. You know, there’s responding to HR issues or finance and dealing with the CFO, and there’s so many different things where you just want to be going, Hey, I really want to optimize the hell out of that site. I really want to help that client with some strategy, because they could do an XYZ and I kill it for them.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
29:50-30:17

Yeah, that’s the hard part. Because, you know, you want to go back to… it’s kind of like I was just talking to somebody—oh, it was one of my best friends. He’s a fireman in Southern California, and his son was like… we were having a call, literally right before you and I jumped on, and he said, “I lost my lego.” And that was a big thing for him. And I go, “God, I can’t…” I remember being a kid when losing a Lego in a day was, like, the thing you really stressed about. “God, I lost a Lego, Dad!” And then you find the Lego and go, “Oh, God, I found the Lego.” That was the only thing I had to worry about.

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
30:17-30:28

Like, where in Southern California is he a firefighter? (Glendale) Glendale, okay, my uncle is a captain of a firehouse in somewhere around Santa Rosa.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
30:28-30:37

Santa Rosa is going to be kind of near San Francisco, in that area. It’s about an hour, hour and a half from me. Santa Rosa is great, like Sebastopol, and there are some really great cities in that area.

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Aaron Agius

Speaker 2
30:37-30:43

Yeah, Petaluma. Petaluma is a great spot. I used to be a firefighter.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
30:46-30:59

Yeah, really didn’t find that one. I’m definitely gonna fire my my research person. Sorry if you’re listening to this. Actually, if you’re my research person, you’ve already been fired, and that’s probably why you are listening. Just kidding. You’re gonna keep your job. So interesting is, you were fireman? How long were you a fireman for?

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
31:00-31:27

Not long enough. I was only 18 months maybe? I loved it, was the best job in the world. If you have to have a job, and I didn’t have to have a job, I had a company that I knew I could I was making way more money in the company, and I was working while I wasn’t on five calls like being called out that it just was too much so to be doing both of those things, and then young family on the way and all that sort of stuff. So I had to have to choose one of them.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
31:27-31:34

So, my question is this: if you’re making money and your company is going well, why did you decide to become a fireman? What was the reason behind that?

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
31:34-32:15

My uncle, one of my favorite people, was a firefighter for most of his life. My best mate was a firefighter in Sydney. It’s a good job, good conditions, and a great way to give back to the community. So it was always in the back of my mind as something I wanted to try. In Sydney, there were 24,000 people who applied for 24 positions when I tried out. It was an 11-stage process, and getting through was mind-blowing. I just wanted to do the test to see if I could make it, and I did. I made it through. I was 124th, so yeah, I made it as a full-time firefighter. But then I just couldn’t handle it all—not the work itself, just doing too many things at once.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
32:15-32:42

Yeah, I love it. There are 24,000 people going for the job, and for you, you’re like, “I just wanted to see if I could do the test.” The guy listening to that who didn’t get the job is probably thinking, “I hate that guy.” You know, he’s like, “I didn’t really want the job, they just called me, and I was like, ‘Well, I’ll show up on Tuesday and see if we can work this out.’” Meanwhile, that guy has probably been killing himself over it because he didn’t get the job, and you’re like, “Oh, just another Tuesday, yeah, another job, Fire Department.”

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
32:44-32:48

I enjoyed it. I wish I, if I ever have to get a job, I’ll probably go back to that.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
32:48-33:00

Yeah, that’s awesome. Well, I doubt it. Seems like you’re doing good. So, what’s it like having 50 employees? What’s the perfect client for you? Where do you guys spend most of your time? If we said, “Hey, this is where you guys specialize,” what is that?

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
33:00-34:15

Yeah, search and content marketing, anything on the organic side, that’s where we specialize. We do more than that, but obviously, you can hear that I’m competitive, and I like the competitive aspect of earning your spot in the organic rankings. That’s been the core of what we’ve done from day one, and we’ve just continued to grow our expertise and the clients we work with. That said, we also do all paid social, AdWords, full strategies, content strategy and production, and auditing—those are massive as well. In terms of the ideal client, you know, everyone’s got the marquee clients. I’d love to say more of the marquee clients, but they’re typically tied up in bureaucracy. We’ve worked with companies like Salesforce, Intel, IBM, Ford, COVID, LG—massive companies. We can get a lot more done for mid-sized companies than we do for those larger ones, even though the revenue impact from the bigger ones is larger. It’s just minor tweaks that get those big results. So, I like working with mid-sized companies. It’s typically anyone that has a digital marketing manager or CMO in the company, demonstrating they have a multi-channel marketing budget. We’ll take over as many slices as we can get and run that for you.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
34:15-34:28

So, how do you guys do it? Do you have a sales team and all that kind of stuff? How do you get leads? I mean, I know you’ve got your secret sauce, but what’s your approach? Do clients reach out to you, or is it all inbound? Do you guys make calls, or what’s your strategy?

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
34:28-35:06

The secret sauce is that we eat our own dog food, so to speak. Inbound is where we get most of our leads—probably about 80%. And obviously, you know, we work in the same industry. Our clients are fully educated, they’ve already been pre-sold through all your content, and they come ready to sign for your service. That’s way better for us, and I love doing that. I continue to write for publications every month—Forbes, Entrepreneur, Business.com, Fortune Magazine, Search Engine Journal, and loads of others. That brings referral traffic, inbound leads, links, and helps our site rank. There’s a whole lot of stuff that comes off the back of that.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
35:07-35:50

Yeah, you’re like my brother from another mother. I think we might be related or something. I’ll figure that out later because we look identical—twinsies, for sure. It’s funny. So, we’re kind of in the same boat. Ours is all inbound from the writing stuff that I’ve done, so it’s kind of crazy. I don’t really, and I always say this, and it’s not something I’m bragging about, but I don’t have a sales team. My sales team is literally inbound leads that I get. Actually, scratch that—we just hired a sales guy, I think, like a week ago. But before that, it’s always been me, and it’s always been inbound. So, we don’t do anything other than that. It’s more about the thought leadership stuff. People see us somewhere and say, “Hey.” By that point, they’ve already read some of your stuff, and they’re kind of excited about the next steps. As long as they have a budget and some things in place, then life’s good.

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
35:50-36:10

Yep, yeah, exactly, it’s good. And we do a lot of other stuff. I do talks, I do interviews such as this. There’s a lot of inbound stuff. We’ve got a team that that does outreach, but it’s obviously cold, and then we have to convince them and educate them before selling. So there’s a few different things we try, but the bulk of it comes through eating our own dog food.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
36:10-36:18

Yeah, I like that. So what about from an SEO perspective, or, I guess, from any perspective, but like, what are like three softwares that you guys use? What are like the three softwares that you rely on?

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
36:18-36:39

Yeah, Ahrefs is always number one for us. Great index. Actually, they’re here in Singapore, so I know the guys here. Ahrefs is fantastic. We do a lot of rank tracking through AccuRanker, which works really well. We also use SEMrush (or SEMrush, however you want to pronounce it), but I don’t use it too much at the moment. The other ones probably take most of my focus.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
36:39-36:42

So Tim, are they? And they’re there in Singapore. I didn’t know that.

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
36:42-36:48

Yeah, yeah, you missed them when you came. The head office is here, and that’s where all the guys are teams here.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
36:48-36:53

I didn’t see anybody when I was there. I feel lonely now like, man, everybody was there, and I could have went out and had coffee or beers, and…

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
36:53-37:02

You’d be surprised how many people are here. Head of HootSuite in Asia is here. There’s a whole team for HootSuite. There’s a lot of big companies here, a lot of known people. You didn’t realize that here?

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
37:03-37:33

No, I know what you would do. You and I were kind of going back and forth, and I was like, “Wait a second, you,” and then we just never ended up connecting. But I was like, “Man, that would have been awesome.” I’ll be out there again soon. Hopefully, I’ll head out there in another month or two. Good, good. So, cool. Career-wise, what do you think one of your biggest achievements is? I mean, I know you were like a secret fireman and beat out 3,000, 7,000, or whatever it was. But career-wise, what would you say is your biggest achievement? I know you’ve written some books, which I want to touch on after this, but what would you say is your biggest achievement?

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
37:33-38:02

It’s not so much something I’ve done specifically, but when you say “career achievement,” the last 11 years have been done with my co-founder as well. It’s not everything I’ve done alone, but I love that we cracked the code of being able to live and work anywhere. We’ve done that for 11 years and continue to do it, and the flexibility it provides—being able to pack up and move when we want—has been my biggest achievement. There have been a lot of cool things, but I really like that.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
38:02-38:46

Yeah, and your co-founder is your wife. Remember, there’s a right answer and a wrong answer. Is your wife smarter than you? Absolutely, yeah, in every way. She said the same thing when I talked to her—she said she was absolutely smarter. I nailed that one. I was nervous because I thought, “Okay, if I say this, I hope he doesn’t mess this up because this is being recorded and we know she can listen to it.” Okay, we’re good. We’re good. I gotta be honest, I had to hold my breath for a second because I thought, “Oh, Jesus, if I say the wrong thing, this is just going to get weird. Super weird.” Okay, good. So, obviously, you’ve written two books, right? One is The Complete Guide to Building Your Personal Brand and the other is Building Your Blog Audience. You did one of them with Neil Patel, or was it both?

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
38:46-38:48

Yeah, so I haven’t really called them books. I mean, they’re 30 to 40,000 words long. Both are written with Neil and are on QuickSprout.com right now. They’re great; they achieved everything we were hoping to achieve with them. But we actually have a third book, a proper book, that’s on the way out in the next few months. It’s called Faster, Smarter, Louder, and it’s pretty much everything we’ve been talking about in a book, with a lot more detail on how we do what we do and the stories we’ve had to get to that point. Yeah, it’s good. I’m looking forward to that one coming out.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
38:48-39:17

So, I was supposed to co-write a book with a friend of mine, Amanda, but we kind of decided not to do it. Long story short, when we were putting together a contract for it—and I’m only bringing this up because of your wife—one of the big things, and I didn’t know this, was my attorney asking, “So, whose name’s going to be first?” I’m like, “I don’t know. I didn’t realize that was a factor.” I had written a book, and because my attorney had a lot of experience with this kind of stuff, I’m like, “I guess mine, but I don’t know.” She says, “Well, that’s something you really need to figure out. That’s a big deal.” Not with Amanda, who I was going to write the book with, but for my attorney, it was like, “You need to be ready for that call.” And I’m like, “I didn’t know.” I was just like, “I don’t know.” And then I was like, “Do I want to be second?” But I’m like, “Who’s going to write most of it?” It really wasn’t a big deal to me, but later on I was like, “Wow, this is a big deal.” My attorney got me all pumped up. I thought, “Sure, I gotta be ready. I gotta explain to them why I need to be in first place on this thing.” So, I’m not asking who’s going to be first, we’ll see when the book comes out.

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
39:17-40:39

I’m happy to answer that anyway. I understand the question. Our thought process—well, at least mine—was we’ve never put work into building John’s personal brand, but we have mine. So, I wasn’t worried when mine went. I was happy for it to be second or first. I went the “ladies first” route and just went with it. Yeah, I’m pretty sure that’s how it turned out anyway. I could be wrong, but that’s where my head’s at right now.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
40:39-41:29

So your wife said, “No, I’m just kidding.” Um, I don’t know what your wife said—I didn’t ask about that, but that’s interesting. Once again, for me, that wasn’t a factor, but I thought it was interesting when I heard that. It was never something I thought about until I started to think about it. And I was like, “You know, if it was my wife, I’d do the same thing.” But that was a good answer with, “I put my wife first, because it’s ladies first.” So that was a gentleman and a scholar. Interesting. So, cool. From an SEO perspective, what would be your one piece of advice? There are always these articles like, “SEO is dead” or this or that, which we know is all BS. But from an SEO perspective, what would be your one piece of advice? Like, if you were to tell any company, “This is how you should do it,” I guess not really “take care of your SEO,” but what’s the one thing that you think people overlook when it comes to SEO? What’s the one thing they could take away and say, “Oh, we’re not doing that. We need to do more of that.”

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
41:29-42:28

Yeah, so I feel like I’d love to give you an answer that’s going to blow your mind, but my answer to this is the normal stuff I tell everyone. Stop creating content for the sake of creating content, and actually provide value in each piece of content. Not just that piece, but for every piece that you put forward. It’s absolutely mind-blowing that 90% of the clients we see and the websites we work with have their entire content strategy built around talking about their product or service, or their latest update, or where they were seen in the press. It’s like, no one cares. Write about your industry, provide value, entertain or educate, and be the best answer to that question you’re answering—better than anyone else in that piece of content. Have a strategy built around that, and make it consistent. I’m so sick of seeing the 300 to 500-word piece of crap content that was written because someone said, “Hey, we need to do content marketing,” and then they’re asking, “Where’s my results?” That’s my answer to that. And it happens with massive companies as well. You’ve got to have the right content strategy in place.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
42:28-42:45

Yeah, well, and it’s funny. I’ve seen some companies that, once again, when anybody comes to me and says, “Oh, we’re already doing it. We’re writing 300-word blog articles,” I go, “Boy, you guys are saying a lot in those 300 words.” I’m assuming there’s a reason why you reached out to me. I think it’s because your blog content’s epic.

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
42:45-42:46

Yeah, exactly.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
42:46-42:49

Cool. Oh, you just, I don’t know if you felt…

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
42:50-42:51

I didn’t fall off the chair, the camera fell!

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
42:52-43:20

Man, you gotta be careful when you’re drinking in the morning. But I’m not here to judge. I’m just saying, whatever works for you. If you want to work remotely because you drink in the morning, that’s cool. Just letting everyone know, because, obviously, this is an audio, not a video. We have a video going, and the video fell, and I thought Aaron fell down or something. I thought maybe his wife would attack him for something he said, but I thought everything he said was good. So I think he’s solid there. I think he’ll be good for another few years at least. But, yeah, why did you guys end up in Singapore? How did that jump onto your guys’ map?

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
43:21-43:52

I loved Thailand, loved Koh Samui, still love it. But the kids needed more, so we moved for the kids. We went back to Sydney but didn’t like it there, and thought, “Where’s somewhere we can get the best of both worlds? The Asian conveniences and everything we like about Asia, as well as opportunities for the kids?” That was the decision. The education here is second to none. It’s amazing for the kids’ school and offers a lot of opportunities. Plus, it’s a one-hour flight to all the places we want to go—direct one-hour flight. So there are a lot of good reasons for it.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
43:52-43:57

And the literacy rate is what like 97 or 98% its something crazy.

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
43:58-44:16

Everything’s crazy, not just the education, like you sort of touched on earlier. It’s like a virtual utopia in many ways. You know, it’s the cleanest place I’ve seen in the world. Access to everything great for business. Tax is lovely for expats. There’s a lot of really nice things that I didn’t even know until I was here for a while, huh?

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
44:16-44:36

Yeah, I’m sold on Singapore. Man, I’d say I’d go. If somebody wanted to pay for me to get a Singaporean tattoo, I’d probably do it. I’m not saying it’s recommended, but I would probably do it. So, out of all the places, I think you already kind of touched on this—one of your favorite places has been Thailand. Is that where it made the biggest impression on you, up until Singapore? And where are you at today?

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
44:36-45:17

Yeah, I just love being able to stop and breathe. There’s a vibe in Thailand where you can just do that. It’s freeing. You can pretty much do anything you want, as long as you’re not hurting someone else and being stupid. If you are, then you get punished severely for it. And yeah, I like that, because it’s not a nanny state, right? You’re not told how to live and all that. There’s a lot of mental freedom that happens just by being there, and then you can focus on the things you want to focus on. Plus, you’re on a beach, in beautiful tropical weather. I live in nothing but shorts every day. It’s a great spot, and you’re doing it at a fraction of the cost compared to living somewhere where all these other rules exist. So, yeah, a lot of positives.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
45:17-45:18

Gotcha. So you hate rules.

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
45:19-45:22

I hate rules that I have to follow, that I can’t bend or break, yes.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
45:24-46:07

Oh, a bit of a rule breaker. Okay, I get it. No, that’s good. It feels freeing to tell everybody you’re a rule breaker. I’m sure I’ve always heard about “bad boy Aaron.” I didn’t know what they meant, but that was a thing going around the underground marketing world. I always heard it and was like, “I don’t know what that means, but I’m going to ask him on the podcast.” So now we know—that’s me, apparently, because the rumors must be true. I don’t know. So, let’s do this. This is going to be my last question for the podcast. If you had $1 million, if I came and brought you $1 million cash—just stone-cold cash, no taxes or anything, this is just a secret gift from me to you because obviously, I care—how would that… Yeah, you’re like, “Let me give you my address in case.” Or if you just want to bring it out yourself, that’s fine.

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
46:07-46:10

I said you wanted someone to fly you out. I will fly you out for that.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
46:10-46:33

I will absolutely bring gum. We’ll just go nothing but a party. So, what would you do? Would that change your life? I don’t see you as someone who’s basing your whole life off of money, right? I think it’s like, “Hey, I have money, and that’s fine.” It’s not a… like, you’re a very driven person. But would that change your life? Would you change things up if you had a million dollars? Would you shut the company down? How would that change things?

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
46:33-47:36

It would absolutely change things, but not in the way that I’d be shutting the company down or anything like that. A lot of our plans have always been to have a great marketing agency, and we want to use those services for our own web assets as well. So, you know, e-commerce sites and health and nutrition sites I’ve built in the past, I’ve done that with Neil Patel and a whole bunch of other stuff. It’s always been about seeing if we can use our marketing engine on our own assets. A million dollars in cash would mean I could throw a whole lot more assets and things up now, rather than bit by bit. That would be mentally freeing. It would be a big advancement, not always having to take from one area and put it toward another and see how it balances out. So, that would be good. But that’s only talking about business. Personally, if I had a million dollars cash, I’d know that my kids were sorted, and I wouldn’t have to worry about buying property or a will and all that stuff you do to try and help your kids out in the long run. After that, all I’d have to worry about is myself, and I can survive really easily.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
47:37-47:39

Well, and then you wouldn’t have to be a male dancer on the weekends.

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
47:39-47:45

It’s not that I have to. It’s elusive hips. Like, you know, it’s generation.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
47:46-48:30

Well, the first time I saw you dance, I remember thinking, “Wait a second, this is illegal.” So, anyway, I don’t know why I’d be watching you dance. When I said that out loud, I was like, “Damn, this is being recorded. Can’t take that back now.” We just can’t take that back. That’s live, that’s public, and, Jesus, this is the difficult part. It’s like, half the time when we have these types of conversations, I have guests who’ll say, “Listen, I’ll give you cash if you just give me that recording. If we could just not go live with your recording…” Most people don’t know that I’m a smart ass, so when they jump on, they think, “Oh, we’re going to talk about content. This is really great.” By the end of it, they’re like, “Man, I don’t even know if what we said is legal.” And, you know, it works perfectly for me.

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
48:31-48:33

This is how I prefer to spend my time.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
48:33-48:40

Yeah, that’s me too. I’m like, Hey, we’re not having fun and saying awkward stuff, so we can’t catch eye contact next time. Then it’s not is it.

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
48:41-48:43

You weren’t looking at my eyes when we were dancing anyway.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
48:46-49:28

I was sitting in the lower seat, so yes, I’ll be honest with you, it wasn’t eye contact I was going for. But now this is super awkward, and now everybody’s questioning my sexuality on my own podcast. I thought he was married, didn’t he have a kid in college? I’m so confused. It’s just the Singapore thing, I don’t know. Well, awesome, man. Hey, you were a great guest, bud. Nothing but a good time. We’ve got to keep in contact. I’ve had you on the blog a few times, and we’ve got to talk about next steps, man. I’m excited. All the stuff you were talking about is like a flashback from memory lane—the hustle, getting it up and going, working remotely, working internationally, all that kind of stuff. It’s funny that we took a lot of the same path. It’s just interesting.

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
49:28-49:37

I agree it’s been good to connect. I appreciate it. Appreciate the opportunity. So I assume I’ll see you in a few weeks when you get your butt back out here with a big suitcase full of a million dollars cash.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
49:37-49:48

Yeah, and don’t forget to go. Please, small notes, small notes and gum. I’ll bring, I mean, I’ll probably bring more gum than money. But the point is, I’m coming out.

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
49:48-49:50

Yeah, there’s the resale value on the garden.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
49:52-50:01

Yeah, trust me, man, I can’t wait to be the guy from the whole I’ll probably go to prison. But cool brother, man. Hey, once again, thanks for being on the podcast, and we’ll talk here soon.

A man with short hair smiles at the camera. He is wearing a textured blazer over a dark V-neck shirt. The image is in black and white with a plain background.

Aaron Agius

Speaker 2
50:02-50:03

Sounds good. Thank you.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
50:03-50:04

Thanks, man. All right. Bye.

05:07
Aaron Agius’ Journey from America to Australia
06:27
Shane Barker on Building a Global Digital Brand
08:14
How Aaron Agius Became a Leading Digital Marketer
10:14
The Role of Networking in Business Growth
12:05
Shane Barker and Aaron Agius on Industry Trends
14:25
Why SEO is Still Crucial in 2025
24:49
The Evolution of Digital Advertising Strategies
26:03
How to Create a Brand That Stands the Test of Time
33:00
Aaron Agius’ Secrets to Scaling a Business
38:48
The Importance of Authenticity in Marketing
This Isn’t a Sales Funnel, It’s a Partnership

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