– Do not try to make it viral. After COVID, you will see a lot more people using online commerce. This is going to increase digital marketing’s demand, but also increase digital marketing’s competitiveness. You should be focusing on the things you are naturally more skilled at because that is what you will enjoy. Then just go all out and do your best at that one thing. (upbeat music). – Subscribe to this channel before we start. If you’re on YouTube, click the alert notification. I want to speak to you about digital marketing’s future. My size.
As you can see, the future is not as bright as you thought. But don’t despair, there are some positive things. I will share with you a lot more stats and data. We deal with all sizes of companies, from Fortune 100 corporations to small family-owned businesses.
When you deal with companies of all sizes and have been doing it for approximately 16, 17 years, you begin to notice trends and patterns. Eric and I wanted to share with you a change you can make so you are better prepared for the next algorithm update or platform update. This will allow you to continue thriving, surviving, and excelling.
My Twitter handle is not to be confused with the hashtag. I am the co-founder and CEO of Neil Patel Digital. I work with many companies, from Microsoft to Facebook.
The point of all this is not to say that I’m either great or amazing. I don’t believe I’m the greatest marketer. While I believe I have much to learn and improve on, I also think it’s important to point out that the data and facts I give are based on what I see, not my imagination. And I see both sides.
As an entrepreneur and marketer, I also work for companies such as Google. Companies like Facebook will pay me money to speak at their conferences to their customers. Companies like Google will also reach out to me to market Google. I see all aspects of marketing. It’s from all sides: the entrepreneur, the business owner, the marketer, the platform, and from the Googles and Facebooks around the world. Before we start and get into the future marketing, I wanted to play some games with you guys.
Number one: How many blogs do you think there are on the internet? Let’s find out how many people listen to marketing school. Let’s take a guess. – [Man] Billion. That’s right.
You may have a different number. You may have a different number. What is the actual number? So, based on what we know and all stats online, there are at least one billion blogs. What is the number of people in the world?
Let’s take a guess. Yes, around 7 billion. Are you sure that we really need so many blogs? This is roughly one blog per seven people. But, let’s be honest, there’s no need for another marketing blog.
However, the consensus is that there’s simply too much content.
What percentage of enterprise companies are using digital marketing? These old-school companies are not all like large corporations like Fortive. Fortive is a company that many people have heard of. They are valued at $30 billion and sell equipment and gas pumps that you use every day. How many of these old-school companies do you think are using digital marketing to leverage their legacy?
Let’s take a guess.
You’re right, they all are. They all leverage digital marketing. These guys have literally piles upon piles of money. You would think they make more interest per day than we do in a year of work?
They can spend us now and if they make mistakes, it doesn’t really harm them. Another question: startups raise money. Which do you believe the majority of the funds they raise are used for? What else? What else?
You could also do other things. What else do you do? Sales are what you do. (all laughing) You’re a salesman. I’m sure you’re on the payroll. That guy trying to talk with you is a salesman.
So startups are now, but when I started my first company, venture capital was not available. This money was used to create a product, engineer, and servers, as well as other things. Today, the majority of companies raise money for marketing and sales. They are trying to increase revenue. This usually involves marketing and sales.
While you can talk about growth hacking or loop in product changes, that is in essence where they are spending their money.
What percentage of voice searches in 2020 will there be among you guys? How much do you think? You can do it. These are the times, and how can you monetize a person searching on a Lexa device or Google Home?
Did you ever think about 50%? Don’t you guys want that 50% revenue? Many things are changing. I will even go over more. Because there are so many stats and data, you’ll see me tilt my head back.
I hope you guys don’t get overwhelmed. We’ll then discuss some things you can do to make sure you succeed. Here’s Google’s 2008 revenue. It was in recession. We are worried about a possible recession in the future. What happened to Google’s revenues during the recession?
They went up. What do you think will happen to their revenues during this recession? It will probably go up. If the cost per click goes down, you might see more pay listings on page one. Performance advertising is expected to rise. If you spend $1 on paid ads, you can expect to make more than you have spent. Would you agree? If you spend $2 on Google, and still make $1, do you think that you will slow down in a recession?
It doesn’t matter whether it’s a recession or a bullish market.
You will continue to spend as much money as possible if you can make a dollar while making $2. You’ll notice that people will shift their traditional advertising dollars to performance-based marketing in recessions. Let’s talk about what I have learned and where marketing is headed. The first fact, which we talked about in our podcast, is that marketing is moving omnichannel. But I have the data to prove it.
Because it’s easier for me to see the TV screen than the projector, I’m actually going to go over here. Here’s the channel breakdown of marketing spend.
It’s no surprise that which country receives the most revenue? Google. Google. Google.
Next, Facebook ads make sense. Facebook has a large market cap. Next, you can get into content marketing, SEO, and social media marketing. SEO may not get many clicks, but paid advertising will make you $2. People don’t need to wait long for results.
Conversion rates by channel: Google Ad words, Facebook ads, and SEO content marketing. Why do Google ad words convert better than SEO? People are more likely to trust paid ads than SEO if you take a guess.
What makes you believe paid ads convert better? What?
Bottom of the funnel, okay. Tent – [Man] Landing Page – Landing Page that’s right. You, Said, have WPBeginner and you get a lot of visitors. I get millions of people a month on those pages. You could create a squeeze page to get them to sign up for my hosting and my plugins. Your rankings would drop if you did. You could remove the content that you have just posted, but your rankings would drop.
SEO is all about content. If you look at auto insurance, click on the first pay list. It usually just types your zip code. There aren’t even a hundred words on the page.
The text-based version ranks on page 1. It’s almost a thousand words about automobile insurance. The intent is not the key to Facebook ads. They can still be converted cost per click is much lower and they can still be convinced to convert.
All you have to do is get more clicks. SEO, as we mentioned, social media. We’ll get into the other one a little later. It’s steadily declining in terms of the average number of social shares per posting. What do you believe will happen in the future? Do you think it will go back up?
No, you don’t need to give Facebook money if you want to move up. That’s the truth. Facebook stocks are not my concern. It’s an excellent platform and channel for marketers. It’s also a great way to get creative and leverage Messenger chat, which Larry mentioned earlier. However, overall social shares are falling, and that’s just the stats.
Here’s where people publish content.
It used to be just where it would be on the blogger’s blog. Now everyone is leveraging Medium and Tumblr Facebook. YouTube, Linked In, Twitter, LinkedIn. Google does not penalize duplicate content. Once you publish content, it is available everywhere.
Take one video and re-upload it to Facebook. Re-upload to LinkedIn. Re-upload to Pinterest. Although Pinterest doesn’t take videos, it does accept videos everywhere else. What are you waiting for? How much organic search traffic does your blog receive? This is a trend. People are still blogging, but these pages also provide information.
They do not necessarily sell products or services. This is not Google’s fault. They are doing a great job. This is their trend, their trends. It’s the way that they adapt Google’s search results based on your and my searches. What do you think Google will show more information if we search for something?
They’re writing informational articles. How many of your customers found you first through your blog? Why is it increasing? Blogs are ranking higher, and that’s because people want to see them. Blogs are more popular than ever, so if you don’t blog, you won’t be able to generate all those extra conversions.
Google Analytics has a report called assistant conversions. Are you familiar with this report? If so, assist conversions will show you how many people are reading your blog and whether they are converting.
This is important as it will allow you to calculate the ROI of other channels. Which channels have seen the greatest traffic growth? Surprisingly, many people don’t understand the importance of translations. Second, updating content is more effective than creating new content.
We don’t need any more content, again, billions of blogs. To re-update outdated content, we need to steal it. Said said that I don’t release three pieces per week if I create three pieces on one of these websites. Why is one of them an updated article? You can’t maintain your rankings if you stop updating.
You don’t have to create a blog, you get traffic. You don’t just create a blog; you also promote it to get traffic. You’ll lose traction if you don’t update and comment on your content regularly. Someone else will take your place. Translators have the greatest opportunity because they are competitive with Brazil and all the other countries like India. There is money.
Translations into local languages are possible because there isn’t much competition.
Google requires content from these regions. You will be dominant quickly, you’ll keep it for at least a while longer and you can also generate revenue. People often ask me why they would want to go after India’s market. There is barely any money. Are you sure Walmart would pay Flipkart 15 to 17 billion dollars if India didn’t have enough money?
Are you sure that Airbnb would invest in the country? Are you sure that Microsoft, Amazon, Adobe, and other companies would invest billions of dollars in these regions? You need to get in touch with these areas quickly. This is a huge future if your content can be translated. You can reach many of these people starting from the top. It is possible to do very well.
What channel has the highest ROI for companies? Can you guys make a guess? If you had to guess which channel would provide the greatest ROI out of all the data collected, what would it be? What about Instagram and email? We found that conversion rate optimization is the most underrated channel among all companies we interviewed.
We surveyed hundreds of these businesses. Some of these companies are making millions, millions, and even billions of dollars per month. Conversion optimization is the most profitable marketing channel. If you can double your conversion rates, that will increase your pay advertising, your SEO, and your content marketing. You can then spend more. These channels will get more expensive regardless of whether or not you like paid ads. It doesn’t matter if you like it, it will continue to make you more money. You’ll be outclassed by your competitors if you don’t optimize to convert.
There is a big trend in digital marketing right this moment where many companies are spending more time on A/B testing, personalization, and other things that not many people talk about. This is because no one will read a blog post about AB testing and personalization. If I publish another article about how to increase traffic, everyone will be happy. This just shows that you guys are interested in reading the same articles, but the trend is moving in opposite directions. You should really get into conversion optimization.
It’s easy to spot what your competition is doing on omnichannel, which is also a cool thing about going omnichannel. All these channels are becoming saturated quickly. This is a major trend. You can’t afford to miss any of these channels. Previously, you could only create a business from one channel. Facebook grew via the referral program. Dropbox grew through social media. One channel is no longer sufficient to grow a company.
It is becoming increasingly competitive. Said is one of the early adopters. He has access to a large WordPress community. Said is already integrated and has access to all of these users. Is it possible for someone to just step in and compete with him right now? If you could just come in right now and compete with him, would you be able to do as well as someone who has been in the business for 10 years?
Why not? (indistinct). It’s harder, and you had an early enough start which allowed you to leverage one channel and explode.
Even though Said has done well, he is still looking for new channels and platforms to grow his business. You can still use tools such as the Semrush. I won’t be complaining that I don’t just promote my tools. They don’t pay me.
Semrush and other tools can be used to determine what people are interested in from an SEO or paid advertising perspective. You can also use WhatRunsWhere for information about the types of media ads that people are using. BuiltWith can be used to find out what technologies are being used by people, which will help you determine if they’re doing AB testing. Ahrefs allows you to view links to your competitors and see if they will link to you. Wayback Machine can be used to check if someone is doing AB testing. Very few people do this, I don’t understand why. Wayback Machine allows you to go back and see all variations of the pages.
It’s easy to see their transitions. Usually, the one they are with right now boosts conversion rates.
This will help you decide where to begin. Another tool is Link Explorer by Moz. It gives you many marketing insights. What do you think happens with your CPAs if you go omnichannel? Everything, including your cost per click, everything.
Are you familiar with Expedia? Expedia is over a century old. They’re actually very old. It’s something you guys have known for a while. Expedia recently conducted a test in which they tested whether they could go omnichannel with radio pay-per-click, television, and radio.
What happened to their pay-per-click CPAs? Their cost per click and CPAs fell by two-digit percentiles.
Omni-channel can help you improve your numbers across all channels. Fact number 2: User metrics are key to beating Google. To get more search traffic you don’t need to improve your rankings. Here’s my old site, Nutrition Secrets. It was a nutrition website. I managed to get my traffic up to the right, and yes, there is writing content and building hyperlinks.
We did it manually, as there was no software at the time to do so.
There is a screenshot and I’ll tell what the software does in a moment. Although I don’t have a screenshot, you can go to the Google search console. I still love the older version. I don’t know why. Click CTR impressions to see which pages are getting traffic. You click on the page with a low CTR and then you see the keywords. These keywords are driving high impressions but low clicks. This is how you decide if you want to change your page so you get more clicks.
If you search for keywords, you will see that I have less than a 5 percent click rate. You should look for pages with less than 4% CTR. Make sure that the keywords you are trying to rank for in the title tag and meta-description of your content. Once you have made that change, submit it to Google. They will crawl it. Here are some keywords that can skyrocket CTR. We’ve tested them. How to, list number of results, free, your tips, great, tricks, best. Blog post. These have all been tested and they have worked flawlessly.
You submit it to Google, and they fetch the URL. Then click submit to their index. Boom!
This is how we grew traffic. This is one of the best methods because Google is looking to user signals. Everyone focuses on links but not enough. ClickFlow is a tool that allows you to automate the process. You can contact them via the Single Grain team and they will likely tell you.
We are sorry, Single Grain team. However, that’s exactly what we do right now. It’s automated and works so much faster, but it’s still a tedious task. These are the areas where we are seeing the greatest search gains for SEO.
We are just optimizing user signals.
It’s not sexual, nobody talks about it. I know that if I write a blog on this topic it doesn’t get as many readers but this is where we are getting more traffic. You’re forced to listen because I have you right in front of you. Technically, you can walk out. ClickFlow C-L–I-C–K-F–L-O–W, it’s not called ClickFlow. Don’t sign up for this company.
It’s what it’s called. I’m not kidding. Here’s what most people won’t talk about: All top forums will be able to display user metrics. What is the top metric they are looking at on Facebook, Instagram, and LinkedIn? What do you think the number one metric that should make a post go viral is?
Let’s guess it. Time, okay? It’s one.
– [Woman] shares. Engagement, shares What does engagement mean?
– [Audience] Comments and comments. Comments, comments. You get more genuine comments, which have a greater impact on how viral a post is. You’re not lying. You could invite 50 friends to go to your Facebook page, start commenting and interacting with one another.
This post went viral. If you don’t believe me, I invite everyone to comment on my Facebook posts. You guys will be amazed at how serious they are. If you are skeptical, just go ahead and give it a try. You can send me anything you like and I will respond. You can also leave a comment if you wish to reply. I’ll be sure to reply again.
Leave a comment on the Facebook page. It should be the most recent post. This one will get the most traffic, but it’s also how effective your user metrics are. All my YouTube and Facebook videos were uploaded. I would leave comments, ask questions, and then post them. My comments started to rise really fast.
source https://onlinemoneyearningblog.com/the-future-of-digital-marketing-will-surprise-you/
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