- You want to go after the channels
that are the most effective,
and easiest to implement.
For example, one of my favorite approaches SEO,
but SEO is very hard to do.
So you may want to start with things like,
email before SEO.
(upbeat instrumental music)
All right, so today,
we're going to be breaking down
how to win the omnichannel race,
and we're going to break down
the future of digital marketing.
So let's get started.
My name's Neil Patel.
I'm the co-founder of
a ad agency called NP Digital.
We have offices all around the world,
including Brazil, like in South Paulo and Belo.
We work with companies of all sizes.
Have a lot of awards.
The reason for me to tell you this isn't to brag,
it's more so to tell you that,
we wouldn't be able to work with these clients.
We wouldn't have gone these awards
if the tactics and strategies didn't work.
So when I break them down today,
just keep in mind,
these strategies and tactics
are proven and they work.
We use them on our own business,
and we were able to be,
we were able to be
the 21st fastest growing company
in the United States using omnichannel marketing.
So when you think about omnichannel marketing,
a lot of people just think about social media.
We use social media.
We have followers everywhere,
but more than just social media
we have a podcast with over
a million listeners a month.
We have a website with
millions of listener or readers a month.
We have a email list with around
1.3 million people.
This is omnichannel marketing.
We're not relying on one channel.
So let's talk about
the rise of omnichannel marketing.
First off, it's like a orchestra.
For omnichannel marketing to work,
think of it as...
For omnichannel to work,
think of it as a symphony. (chuckles)
Much better now.
In which everyone has to be playing together,
and it has to work extremely well.
From the conductor to the violinist
to the person playing the flute,
it all works as one.
Most companies don't run omnichannel marketing
like a orchestra or symphony.
They run each channel independently,
and that's when you have upset customers.
Instagram is not its own channel.
Facebook is not its own channel.
Google is not its own channel.
They need to all be working together.
When you have them all work together,
and you create a congruent experience,
you're going to have happy customers.
Here's an interesting stat from Google.
90% of consumers use multiple devices
to complete a single task,
such as researching a product
or making a purchase.
That means the majority of people
out there are...
The majority of people out there are
using multiple devices,
and multiple channels to make a purchase.
You got to learn from Nike.
Nike has amazing experience,
whether you're using a app or their website
or you're going in-person,
they're leveraging omnichannel,
and they're using all these channels
to work with each other
to create amazing experience.
When you do this,
you'll find that you're going to get fewer refunds.
The more your channels work together,
the happier people are going to be,
and your refunds will go down,
and this is from Gartner.
The big thing
that we're seeing companies make a mistake on is,
they're overestimating the impact of omnichannel,
and underestimating the complexity.
Yes, it can provide a big impact,
but it takes a lot of work,
and these channels have to work together.
The first thing you need to understand is,
your audience and their needs.
Look, followers are not your audience.
The more followers you have,
doesn't mean you're going to succeed.
You got to get the right type of followers.
For example, if on my Instagram,
I talk about lessons my mom taught me
that I wish I knew right now,
no one would hire me.
We work with big brands and enterprises
here in Brazil and around the world.
Talking about what my mom taught me
when I was five years old,
may get a lot of views and followers,
but it's not going to generate a lot of revenue.
So to win the right type of audience,
you got to pay attention,
and keep in mind, all attention is earned.
There's only 24 hours in a day,
1,440 minutes and 86,000 seconds.
You got to earn that attention,
and you're competing,
not just with your competition,
but you're competing with other people out there.
You're competing with people sleeping.
People eating.
People taking time to hang out with their family.
These are all areas that you're competing with.
So you need to make sure that your marketing
is creating time.
And here's how we create time at our ad agency,
NP Digital.
So we help companies
get more traffic through marketing.
And one thing that we do is we bought a tool
for $120,000 years and years ago.
We put it around three to 5 million
into the tool,
but the tool teaches people
how to get more traffic
to the website in less than 60 seconds.
You see how that's creating time?
I'm providing a tool
that gives them the solution quicker.
And when we look at that,
it's helped us continually get
more and more traffic.
We kept adding more features to the tool,
like showing people their competition,
and how to get more traffic,
and what's wrong with their website.
And over five years,
we generated 36 million users.
Then we did the same thing again.
And keep in mind when I go back here,
this tool accounts for 40% of our revenue.
It comes from the tool.
Our customers, 40% of our customers
came from the tool
'cuz we helped them create time.
We did the same thing again
with another tool called Answer the Public.
We bought it for $8.6 million last February.
And what we ended up doing is the same approach.
We helped companies get more traffic
in shorter time,
and it it ended up generating,
18 million users over five years.
So with omnichannel marketing,
it's not just about creating time,
you also need to create amazing brand experience
across all your channels.
One of the ways to do that is through loyalty.
Loyalty is a function of memory,
and this is a quote from Colin Shaw.
And the way you create amazing loyalty
is through the peak end rule.
When someone first uses your product,
and when they stop using your product,
that is how they remember you.
You want to create amazing peaks.
If they have bad experiences,
you're going to have a terrible peak.
So for example,
when you want to learn how to ride a bike,
you may fall.
That creates bad memories.
But once someone learns how to ride,
and their hair goes flowing in the air,
and they're going fast,
that creates amazing memory.
And then as they grow up,
and they get go to all these different places
because they can ride their bike,
and they don't need their parents,
it creates another amazing memory.
So when you're following this rule,
people have this misconception,
especially here in Brazil,
we see a lot of companies say,
"Oh, to create amazing brand and experience,
and follow the peak end,
well, we need to offer discounts."
If you have amazing quality product,
you do not need to offer discounts.
Look at Apple.
Apple sells.
A lot of people I know in Brazil have iPhones,
even people here in the audience.
Why?
They don't offer discounts
is because their products are amazing.
When you think about omnichannel marketing,
people have changed the way they shop.
They're using multiple devices
like what Google stated earlier,
but have you changed the way that you sell?
People need longer research windows.
According to HubSpot,
people spend on average 13 days
researching before they buy.
The way to make this happen is,
by being omnichannel.
You got to leverage email, website,
social media, SEO.
All the channels.
Push notifications.
So then that way you can educate and help people
throughout those 13 days
before they end up purchasing.
And here's a list of the channels
that are the most effective,
and how hard they are to implement.
You want to go after the channels
that are the most effective,
and easiest to implement.
For example,
one of my favorite approaches is SEO,
but SEO is very hard to do.
So you may want to start with things like,
email before SEO,
and when you at your traffic,
the way you know you're going to do well
in omnichannel is a split of traffic.
If you have too much traffic coming from organic,
that's bad.
If you have too much coming from paid,
that's bad.
It needs to be a good balance.
For branded versus non-branded.
It needs to be a good mix.
If 50 plus percent of your traffic
is coming from branded, that's not good.
You're not leveraging omnichannel.
No more than 30% of your traffic
should be coming from branded terms.
(machine chimes)
We're also seeing a decrease
or a delayed in spending.
According to PWC,
they found that 58% of consumers
are spending less on non-essential items
during this bad economy.
And a survey from Nielsen found that 51%
of consumers are eating more at home
to save money.
So in this bad economy,
people are delaying purchases,
but that doesn't mean
that you can't generate sales.
You just have to be
more creative with your marketing.
For example, a lot of supermarkets,
and retail stores are starting
to put coupons on the receipts.
It's a great way to generate sales,
and get people to come back,
and buy from you again.
We're also seeing a shift
on how people are buying.
A lot of people have found a product
in a physical store and then bought online
or found a product on a website,
but then went in-person to buy.
In essence, there's a huge shift
to omni shopping,
not just omnichannel, but omni shopping.
People may buy from social media.
They may buy from your website.
They may buy from your retail store.
They may buy from Amazon.
The list is never ending.
But one way to generate a lot of sales right now
that a lot of people aren't using,
but this is super effective around the world,
and especially here in Brazil, is going live.
Going live to promoted product
or service works really well,
especially if you offer discounts.
We're seeing shoppable live streams
can increase conversion rates by up to 20%
according to big commerce.
Right now in this landscape, there's a pivot.
People are going from spontaneous purchases,
to intentional shopping.
To choosing a channel,
to wanting companies to be the channel.
To being loyal to brands,
to more so being loyal to the experience.
If you don't create amazing experience,
you're going to lose.
So let's talk about some lessons
that you can learn from
some of the top omnichannel companies out there.
Disney.
When you look at Disney,
they create a seamless experience
from the app that you have.
When you go to Disneyland
or Disney World to the website.
To their social platforms,
they're personalizing everything to you,
even the experience they're creating
when they're creating those movies,
whether it's the Marvel movie
to the rides that they're creating
at their theme parks that are Marvel-related.
Bank of America is a bank
within the United States.
They're using omnichannel to figure out
where people are getting stuck,
and what new product offerings
and services to offer them
to create a better experience.
This is amazing experience
that they've done over time,
which has helped them continually grow
as a company.
I think they're worth now, two,
$300 billion.
Timberland is a retail company.
This one's really interesting.
So when you go to a store right now,
sometimes you have to ask someone for help.
Timberland is using near-field technology
to figure out how they can help you in the store.
So you no longer have to ask people questions.
And Sephora.
Sephora is a makeup company.
They have retail stores
throughout the United States,
and what they're doing is using omnichannel
to tie in online visits
to in-store purchases
to create that congruent experience.
So let's talk about
some quick omnichannel tricks.
The first is YouTube.
YouTube is the second most popular search engine
behind Google.
Funny enough, YouTube is also owned by Google.
So they own the most popular search engine.
The second most popular search engine.
The way you do well on YouTube
is in the first 24 hours
of a video going live,
you email it out.
You promote it.
You tell all your friends about it.
A video that does well in the first 24 hours
on YouTube will rank high,
get more traffic and get more suggested.
It's the opposite of most social platforms,
and search algorithms.
YouTube is all about the first 24 hours.
And if you do well in the first 24 hours,
you'll do well even 3, 4, 6 months later
down the road.
Then we have LinkedIn.
According to Omnicore Agency,
"Less than 1% of LinkedIn users
create and share content."
But creating content on LinkedIn isn't enough.
What you need to do if you want to do well
with LinkedIn is,
you got to create engaging comments.
So if your content isn't encouraging others
to create comments, you're not going to do well.
These comments can't be yes or no.
They can't be, I agree or I disagree.
Their comments have to add to the conversation.
If the comments create more comments,
and other people engaging,
that's how you go viral on LinkedIn.
The key is to get people to leave comments
within the first four hours
of your LinkedIn post going live.
Now with Google, Google cares about brands.
They know that brands
are less likely to create fake news,
and fake information.
So the way you create a brand is,
you can create tools.
Okay, so just like on our website,
we had that marketing tool called Ubersuggest.
Another one called Answer the Public.
You can create these tools
on sites like Code Canyon,
and buy them for $10, $20, $30.
Or you can use ChatGPT to create tools.
ChatGPT created the video game Pong
in less than 60 seconds,
and I'll show you that in a bit.
When you create free tools,
and you give them away,
it'll cause more people to continually
come back to your website,
and you'll build a more loyal brand.
You also want to build a community.
People need a sense of belonging.
We love community.
Just look at in Brazil,
one of your biggest communities
is a soccer community or football community.
Look at how many people in Brazil love Neymar.
I was here for the World Cup.
When the World Cup happens in Brazil,
everything shuts down.
No one is in work.
Everyone's at a bar drinking some alcohol
and watching Neymar try to score a goal.
That's a sense of community.
You want to do this through email lists.
And what we do is,
you give away free tools,
and then when people use your tools,
you can then ask them for their email address
in exchange to keep using your tool for free.
And when I mentioned sites like Code Canyon
or Chat GPT,
there's tools on these sites
for every industry
whether you're in real estate
or automotive or fitness or B2B or B2C,
it doesn't matter.
They have tools for you.
Look, omnichannel is no longer a buzzword,
it's a necessity.
Now it's your turn to leverage
omnichannel marketing.
My last word of advice to you guys is,
if you want to use omnichannel marketing,
and do it successfully,
you cannot just hire one person to say,
Hey, you're in charge of Instagram,
and this other person is in charge of Facebook,
and this other person is in charge of SEO,
and this other person is in charge of email.
They need to work together as a team.
The learnings you get from Instagram,
you need to adapt them to Facebook,
and SEO and your podcasts.
The learnings you get from your paid ads,
you need to adopt it to TikTok and Instagram,
and other social platforms and even SEO.
If all your channels are working together,
you're doing promotions
with all your channels together.
You're going to create a much better experience.
You'll get more sales,
and you'll get less refunds.
There was a company
that we work with called Expedia,
and Expedia has a company in Brazil,
and Latin America called Travago.
Have you ever heard of Travago?
And they did this study,
and they found that when they did
omnichannel marketing
even though people already knew the brand,
and they leveraged radio and TV,
and social media and SEO,
they got more than 10% more conversions.
That's the power of omnichannel marketing.