The Future of Digital Marketing: It’s Not What You Think [DMC Recap]
Neil Patel actively works with both consumers and companies in marketing. Because he has had so much experience seeing both sides of digital marketing, he can offer in-depth insight to everyone and give a full picture of what is happening in the world of digital marketing. He describes the future of digital marketing with five facts.
Fact #1: Marketing is Going Omni-Channel
Companies are spending more on Google Adwords than any other platform, but users are converting across most platforms.
In 2009, less than 9% of customers would first find you through your blog. Now in 2019, nearly 25% of your customers will find you through your blog content first. Most companies only publish their content on their blog, but there are so many other platforms you can re-publish your content on including:
Neil specifically stated that Google does not penalize for duplicate content, so he publishes his content across several platforms.
Omni-channel marketing lets you see what is working for your competition. Companies need to be actively working on their content strategies, but it doesn’t have to be as much work as you think. Ideating and creating content can be a lot of work, so you can just create content and then repurpose old content. Neil said that he himself writes 1 blog post a week and his content team updates over 90 pieces of content a month.
Fact #2: User Metrics Are the Key to Beating Google
Eventually, user metrics will be the key to beating all platforms and engagement will be the highest ranking factor.
You don’t have to increase rankings to get more search traffic. You can look for pages that have less than a 5% CTR. Look for pages that have less than a 4% CTR. Make sure the keywords you rank for are in the title tag and throughout the content. Once you make changes in your meta tags and content, have Google re-crawl your site.
10 Keywords to Skyrocket CTR:
- How to
- [List-related numbers]
- Blog Post
Fact #3 You Have to Focus on Branding
“Brands are the solution, not the problem. Brands are how you sort out the cesspool.” - Eric Schmidt
The key to building a good brand is following The Marketing Rule of 7. The rule of 7 states that a prospect needs to hear or see an advertiser’s message at least 7 times before he or she will take action to purchase that product or service.
Fact #4: Conventional CRO Techniques Won’t Work Well
You have to personalize the user’s experience. Interactive quizzes, 2-step checkout, smarter popup techniques aren’t going to cut it for conversions because they do not provide a personalized-enough experience for the user. Chat plus enriched data is what is going to give the conversions you’re looking for because it allows you to give a completely customized and personal experience to your user.
Neil stated that chat is responsible for a whopping 28% of their sales! He uses Intercom for chat and also for product tours. Product tours can be done on more than just products. You can utilize them on a checkout page to encourage a user to take action. Providing product tours to their users increased their conversion rate by 13%.
Fact #5: To Win, You’ll Have to Think Like a Winner
Michael Phelps, Mark Zuckerburg, and Michael Jordan all had one major commonality that helped them to be winners. They all had a coach.
Invest in Mentorship and Learn from the Best
If you wanted to climb Mt. Everest, would you just fly over to Nepal with no training and start climbing without a Sherpa? Coaching and mentorship don’t have to cost any money. You can read blogs, listen to podcasts, watch videos, and access any information you want online. Make sure you are always learning and seeking some type of mentorship. Your competition is spilling all of their beans online, but have you taken the time to learn from them?
The reality of all of this is that marketing never stops. What works today may not work tomorrow. That means the best approach is to keep testing and learning. There is so much information out there that you may feel overwhelmed and that is okay. Just focus on the low-hanging fruit at first and take one bite at a time.
There are three types of people:
- Those who make things happen
- Those who watch things happen
- Those wondering what just happened
Pick which of these types of people you want to be and make your move.