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In Episode #512, Eric and Neil talk about how marketing is where all the attention is and today that attention is split in many different ways. Tune in to learn how marketing has evolved from just content marketing to much more, the need to be omnipresent, and how audiences differ not just on channels but also on devices.
Time-Stamped Show Notes:
- [00:27] – Today’s topic: The Biggest Thing that Will Change in Marketing in 2018 and Beyond
- [00:45] – Years ago most marketing being done was strictly content marketing.
- [01:19] – Attention is so very split now and because of that a marketing plan needs to use all available channels.
- [02:33] – Some examples of people, such as Tai Lopez, who are making the most of all channels.
- [03:10] – Make sure you are omnipresent. When people start telling you that they are seeing you everywhere, you’re doing something right.
- [04:19] – People are seeing what’s happening in the world through social media and it often serves as a major new source.
- [05:20] – In the beginning focus on one channel and then develop a plan on how to branch off and build your omnipresence.
- [06:00] – The audience is different not just from channel to channel, but also on devices, as in mobile vs desktop.
- [07:20] – What it means to be a T-shaped marketer.
- [08:12] – That’s it for today!
- [08:14] – Go to SingleGrain.com/giveaway for a special giveaway.
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The post The Biggest Thing that Will Change in Marketing in 2018 and Beyond | Ep. #512 appeared first on Marketing School Podcast.
Full Transcript of The Episode
Eric Siu: Welcome to another episode of Marketing School. I'm Eric Siu.
Neil Patel: And I'm Neil Patel.
Eric Siu: And today we're going to talk about The Biggest Thing that will Change in Marketing in 2018 and Beyond. Neil, why don't kick things off for this special Christmas episode.
Neil Patel: Yeah. Merry Christmas to everyone. Hope you guys are enjoying the holidays. Let me ask you guys a question. When you guys started doing marketing, and you guys started doing it years and years ago, what did you end up doing? The chances are, you probably leveraged one channel. Even you, Eric. When you first started off, what was the Number One thing you did when you wanted to grow your traffic to your site?
Eric Siu: Content marketing.
Neil Patel: Content marketing. All right. During that time period, when was that? Five, six years ago? Ten years ago?
Eric Siu: Six, seven years ago.
Neil Patel: All right. So, you did content marketing. What else did you do during that time?
Eric Siu: Content marketing.
Neil Patel: Exactly. You just did that. Now-a-days, what do you do?
Eric Siu: You're trying to be everywhere now-a-days.
Neil Patel: Why are you trying to be everywhere?
Eric Siu: Because attention is so split now-a-days. Everyone's on all these different channels. If you're watching Netflix, whatever, you're going to open up YouTube. You're going to do all these different things.
Neil Patel: Yeah. Check this out. Eric started marketing a long time ago. About six, seven years ago, he was really pushing hard into it. Eric, when you started pushing hard, was there [already 00:01:40] Instagram back then?
Eric Siu: Nope. There was no Instagram.
Neil Patel: All right. Was Twitter really popular?
Eric Siu: Nope.
Neil Patel: Was Facebook really popular?
Eric Siu: Not at all.
Neil Patel: So, what was the main channel that everyone was using?
Eric Siu: Blogging. SEO.
Neil Patel: Blogging. And because Google was the Number One site. Now, YouTube is really popular. Google's really popular. Facebook's really popular. Twitter is. Linked in. You have no choice but to be everywhere. Sadly, people's time and attention isn't focused just on Google anymore. So, doing Google, SEO, organic, content marketing, and paid ads on Google, using AdWords isn't enough. You have to use all of the channels because people are splitting their attention throughout every single site out there.
Eric Siu: Yeah. And there's a couple good examples here. Who can you think of right off the top of your head?
Neil Patel: Grant Cardone, Gary V, Tai Lopez ... Who else? I'm running blanks at this point.
Eric Siu: No, those are the main guys. If you look at ... Tai Lopez is a good example. He is jumping into all these different things. I saw a Facebook ad he's doing on cryptocurrency right now. He's got YouTube ads all the time. He's everywhere all the time. You see him everywhere. It doesn't matter if you like him or not. The fact of the matter is, he's effective because the fact is you see him everywhere. There's a reason why these guys are doing this. There's a reason why, the fact that we're live right now on Instagram. We're doing podcast. This is also being repurposed on YouTube at the same time. There's a reason why we're doing this. Just because you're on one channel doesn't mean people aren't going to switch to other things. You want to make sure you're omnipresent. That's going to help you at the end of the day. When people start telling you that they see you everywhere, you know you're doing something right.
Neil Patel: Yeah. Sadly, it was a lot easier to do marketing years ago because you only had to worry about one or two channels. I remember when Eric and I first started, we weren't just doing SEO for Google. We were like, "Ah, we're starting to rank on YouTube." Not just YouTube. I mean Yahoo. "Ah, we're ranking on [YaTube 00:03:33], and oh yeah, we're going to start ranking on MSN." MSN eventually was Bing. But at those times, I was like it was one real channel. It was, you do SEO and you do paid advertising, usually pay-per-click. If it wasn't that, you would try things like banner advertising, but there wasn't much more than that. These days, even on the paid side, there's remarketing, there's Tabula, there's Outbrain, there's Facebook ads. The list keeps going on and on with the paid solutions, and even all the social sites have paid advertising from Facebook to Instagram to Twitter. We didn't have those social channels back then.
Now-a-days, people just aren't getting their information from Google in which they'll be using Google News or Google Trends or Google.com, and seeing what's the latest and greatest. They're seeing what's happening in the world through social media. In most cases, you're seeing news being broke on social media before you're seeing it on CNN or BBC. For that reason, it's showing you the power of these channels and you have no other choice but to be everywhere. If you're not going to be everywhere, you're going to get demolished.
I was at Tai Lopez' house a few weeks ago, and we were doing an interview. So, he was interviewing me on marketing or some tips and some tactics, and Tai had four or five phones. One was for Facebook Live, Twitter, YouTube, Instagram, and he was running them all at once. He was like, "All right. This is going to be a little bit of work for you," and he just like, "You're going to have to do the intro a few times," and he's turning on each phone, one by one, and getting it going. If he didn't do that, he wouldn't have as big of an audience, and that's why he is everywhere.
Eric Siu: Marketing, at the end of the day, fundamentally, is about where the attention is. Now-a-days, when the attention is split so much, and Neil and I talk about focusing all the time, the importance of that, I think it's important to focus in the beginning, build that one channel, and then try to branch off into omnipresence. It's the same thing as starting a business, or you look at the big companies of the world. Apple starts with a computer first, before going into iPads and iPhones and things like that. Start focusing on one thing, first, and then think about your omnipresent strategy, and then how you can go about doing that because ultimately your audience is everywhere and then you need start to think about how you can execute on that strategy, whether it's bringing in some help to help you execute because you can't do it all on your own.
Neil Patel: Yeah, and the other thing about being everywhere and using all these channels is, the audience on these channels is different. Back in the day when you were going after SEO and paid ads, a lot of times you can go after an older audience who have credit cards because of the search terms you're going after. Now-a-days, people are using mobile phones. The audience on mobile phones in many cases is different than desktop devices for a lot of the channels. For example, I was chilling with my buddy, Adam, yesterday, who specializes in YouTube marketing and most of his traffic is mobile. When we look at the audience, most of his mobile traffic is from a younger audience. Then, most of my desktop traffic on YouTube is from an older audience. The channel not only affects what kind of audience you're reaching out to, but also the device type.
For example, Snap has a younger audience than maybe LinkedIn. On the flip side, a lot of the people who are using mobile phones are much more likely to be consumers versus desktop computers in the B-to-B world. Right now, if you look at Google, you're seeing that more traffic is coming from mobile devices than desktop, but Eric and I are in B-to-B. Eric, what percentage of your customers are coming from mobile devices?
Eric Siu: Not that much.
Neil Patel: Exactly. Even though a decent amount of his traffic is from mobile, none of his customers are coming from mobile devices. So, it's not just about the channels you're on. You also have to target specific device types, now, as well.
Eric Siu: Yep. The final thing I'll add around this is Neil and I have talked about being a T-shaped marketer. You can search through our Marketing School episodes and learn what it means to be a T-shaped marketer. It basically means broadening your horizon. Definitely have some depth in one area. You can even google T-shaped market. I'm pretty sure Neil's written some stuff on that on his blogs. Just think about that. How can you think about YouTube from a high level? How can you think about podcasting from a high level? How can you even think about Instagram from a high level? That's where a lot of the attention is, too. That's why you see Tai. You see people like Louis Hals all the time. Grant Cardone going live all the time.
Yeah, it's a lot of work, but they know the power of having an audience. When you have an audience, that's when it becomes much easier to sell things. I think the hard part is building that audience. Then afterwards, you figure out what you can do to make the most of serving that audience to help them grow.
We don't really have much more to add around this, but before we go, we have a special giveaway. Just go to singlegrain.com/giveaway to learn more about it. And we'll see you in the next episode. Merry Christmas.
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