In this clip,
we're going to talk about how digital marketing is going to change in 2020 but
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Digital marketing is changing every single day. In fact,
I have a clip from the marketing school podcast where we talk about how it's
changing every single day. If you think about it, search is changing. We,
in our days when we have questions that we would've just googled it,
but now people are just asking things like, Alexa, what the answers are,
and because of that,
SEO is going to change into more and more voice search and when it changes into
voice search,
what you'll see is like you have rich snippets and Google taking your data.
It's going to get even worse in which they're going to just take your data and
show it through a microphone or a speaker and you're not going to get anyone
coming to your website because of that. In fact, look at this. Google,
I think in the last, uh, in 2018,
I believe they made over 13,000 changes to their, to their algorithm.
So things are changing all the time. So if we think about this like, look,
guess what, Linkedin,
we now have access to linkedin life and this is as of recently and a lot of
things, look, Instagram has live, linkedin has live,
Facebook has live, there's Lyme everywhere, right?
So video is just going to continue to get bigger and bigger and bigger. Um,
and I just don't see that changing. Like technology is getting better.
Our bandwidth is getting better too. People are talking about 5g I don't see,
I don't see that going anywhere.
So video has to be in your strategy now because we feel,
look at a video like this,
we actually repurpose this into short little a social clips as well.
We also repurpose this into audio.
We also might repurpose this into a blog post. So we have a lot of different,
um, we can create a lot of different pieces of content just by utilizing video,
you know, if we're wearing microphones. So the quality is pretty good. And, um,
you know, if you're listening to this on podcasts,
this actually came from a video in the, in the first place.
So video is going to get bigger and bigger.
The engagement that we're getting from these live videos is super high.
Like the next thing we're going to say is, sure video is big,
but like when you go live you can simulcasts. So we simulcasts to Facebook,
youtube, twitch, also the linkedin at the same time just to go live. Look,
that's great, right? Engagement is great around delight videos.
You think about the gamers that are, you know,
people that watch spend hours and hours watching gamers play. Um,
that is from live streaming.
So live streaming is going now where video is going to get bigger and bigger.
Amazon is actually coming out with live streaming too,
so that if you have products out there,
you will have the ability to run live streams on Amazon too.
Next thing that I want to talk about was voice.
Even though you have a Amazon Alexa, you have all these different,
or maybe you have a Google homes, like it's very, it's very primitive right now.
You can ask all, I talked to my, my Alexa belt is the weather right now.
How's the weather?
And then my second command is how's the weather for the next seven days?
Those are the only two things I asked for right now. The weather. Okay. Um,
it's gonna get stronger and stronger. And also when you ask for when you,
when you're doing searches, I think on mobile right now,
I think it might be like 40% or so of, of, of searches our, um, our voice,
right? But it's very transactional. So what you have to be,
be paying attention to is if voice search is getting bigger,
you have to try and get that regs zero snippet because those are what,
like an Alexa or Google home pull from when they answer a question, right? Like,
you know, um, you know,
what is the capital of California Sacramento, right? That, that like, that's,
that's, that's how it works. Voice is going to get bigger and bigger. Um,
you have to think about optimizing for rank zero and let's move on to the next
thing. Rand Fishkin actually did a study, um, this is, uh,
he did a study with jumpshot and this is on his blog, spark Toro.
But the number of zero click searches are continuing to rise,
meaning that when people land on a search result page,
the actually aren't able to, they aren't going to click to go to the website.
They're getting their answer on the page.
So what you have to do is see if you're ranking for ranks are on that page,
you have to make the most of the on Syrup SEO meaning you have to optimize that
too. So if you, if you rank for a query, like how to tie a tie,
maybe in that query you say, Hey, by the way,
if you want to learn more about ties or style,
go to Noah's tie blog.com. Okay. Um, and you know,
there's a little branding opportunity in there,
so you have to learn how to do on Syrup SEO. Also on the other side,
the reason why we developed a software that we have called click flow, um,
is so you can optimize titles and Meta descriptions to rank higher to get a
higher click through rates when it comes to when it comes to Google.
Cause if you rank for something like a red shoes, and I'm another one,
another title called a red shoes, uh, top review for 2019,
you're probably going to click on the second one, right?
It's got a better title. It's more enticing for you to click on. So on Serp SEO,
optimize your titles and Meta descriptions, um, all that good stuff.
I have a podcast called marketing school.
I talk about marketing every single day. I do videos on this every single day.
Um, and you know, these are the things that I'm hearing all the time,
but what I think is not going to go away too is, is in person.
Like we had our conference, a marketing school live,
and a lot of people showed up for that. Um, we kept it at about 200 people.
I think about ball and 150, 160 people showed up.
I think it's around that range. Um,
I talked to a couple of other people that they think it's around that range too.
Um, my team kind of thinks it's different. Um, but anyway,
so marketing school live the, having that live event,
having those live touch points, right. Um,
we had a client that just signed on with us, uh,
potential clients that we're about to sign on with us and I think we're,
we're in contract, um,
fight on negotiations or reference checks right now with one of them.
It's because we had an in person touch point, right?
All the things that are talking.
We were talking about all the people that they got to meet,
all the speakers that we had. Um, being able to do those live events,
which is why that's leading to us. Um,
Neil and I doing our growth accelerator mastermind, which by the way,
you can go to marketing school.io/live that's Liv to apply, um,
for our mastermind. But the we, we are,
we've realized that the power of live events is, um,
it's unparalleled because people want to have connection with other people.
And those of you that are listening right now or are watching this right now,
look, we're planning to do another conference in January or February.
You might my aim for 500, 500 people or a thousand people or so. So live events,
um, are not going to go anywhere and they're just gonna get better and better,
stronger and stronger over time. Oh, and we have a live stream that as well. Um,
and by the way, going back to live streaming, um, I want to talk about,
because live streaming is so good for increasing your watch time.
You want to like if you are optimizing on youtube,
you got to think about having longer videos for watch time,
which is why we're trying to convert videos like this to longer watch times. Um,
because that's going to get people to stay longer.
Your videos are going to show more. Um, and you know,
that that is something that is going to continue more.
People are good at continue to trend in that direction because everyone's making
these short form videos. Moving on from that, look,
we talked about voice search, we talked about zero click searches.
We talked about live streaming. There's all these different things happening,
right? Also ads, these ad platforms, even though we all love them,
they're going to get more and more expensive. Okay. Um, 10 years ago,
Facebook ads wasn't around. Twitter ads weren't around. And um, Google,
Google is reaping and all the dough, right? And you know,
they're auction based systems. So ads are gonna get more and more expensive.
Facebook as an ad ad based system or auction based system where ads are gonna
get more expensive as well. Um, so what's gonna happen is, you know,
all the LDS people are playing the, this a return on investment game. Um,
you know, um, cost of acquiring a customer, CAC ratio, LTV ratio.
These are important games to play and, but if you keep just relying on ads,
you're going to be in trouble. You cannot just rely on on ads.
So you have to think about how you can diversify and protect yourself. Um,
the good news for you is Pinterest and Amazon are going to continue to get
stronger and stronger. Um, Amazon especially is rising very, very quickly. Um,
so pay attention to dos as well.
And then the other thing I want to say around how digital marketing is going to
change is, um, all the data that you're ingesting if you're building,
if you've built an audience, um,
is you want to utilize customer data platforms or cdps.
We use one called hole hole, that's h u l L. Dot. Io.
And we're able to look at Cruz visiting our site and then put them into account
based marketing sequences where we can market to a bunch of people on their
teams. The other thing I want to add is, um, when I think about the,
the marketing school podcast, if I look at over the years how, um,
Neil and I have done things in the very beginning when,
especially when I was learning marketing,
Neil already had his blog quicksprout and all,
he would do his blog and over the years I would talk to him and I'd say,
hey look, we probably should take a look at video.
You should probably take a look at podcasts. You right.
The reason we have a podcast is and kept telling him podcast is amazing. Um,
and I told them videos amazing too. He got into video two. Uh,
I'm not saying I told him to do everything right, but, um, it's, you know,
he realized the need to kind of have to take this, um,
multichannel approach and same, the same thing for what we do, right?
We have our blog, we have our youtube channel,
we have our podcasts that we have to podcasts, right? We speak around the world.
So for us it's content is what we love doing, right?
Teaching is what we love doing,
cause to be able to articulate what we already know makes us stronger at it. Um,
and at the same time we're helping a bunch of people at scale and some people
want stuff for free. Well you should want stuff for free.
Check out a free content. You want to pay us, you can pay us. You know,
we have another chair if you want to, if you want to pay us even more,
if you want more attention from us, you can pay us even more. Right? So, um,
it's having that ladder going up. So funnels are still very important. Um,
and also taking that multichannel approach,
an omnichannel approach where people pay a lot of lip service to but they
actually aren't, are doing. Um,
you have to do that to be able to cover yourself.
So that's going to help you in terms of building a brand. Um,
who else does a good job with this? Gary v does a really good job with this.
In fact, I think he produces a hundred pieces of content every single day.
And he has, uh, he has like a, an iMessage group with like 30 people in it.
And you know, they'll start with a piece, like a video like this.
They'll throw a video in there and then everyone jumped on the video,
chop it up into different pieces, chop it up into blog posts, you know,
and then chocolate into podcast distributed into like soundcloud, Spotify,
apple podcast, Google podcast, stitcher, just everywhere, right?
And it becomes just this giant machine. Um, and they,
they produce so much content. I think they, um, they're, they're always,
you know, um, last time I checked,
they would be like two to three days away from running out of content.
So maybe they could improve that, that, um, that process now. But um,
that's the level that, um, you know, some people are at. And um, if you,
if you can play a little bit to a level,
maybe like five pieces a day or 10 pieces a day,
I think you're going to be in a good spot.
And if you can get up to a hundred a day, you know all the more power to you.
So those are just a couple of things to pay attention to when it comes to where
digital marketing is changing in 2020 I do have a another video for you to check
out that's related to this. So don't forget to check out the next video.
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Which one of these is going to make the biggest impact in terms of digital
marketing for 2020 and we'll see you tomorrow.