- [Narrator] If you ask any kid what chocolate they want
they're going to tell you any one of the big brands like,
Kit-Kat, Snickers, M&M's, Hershey's
and why is that, is it because you're Googling
for these terms?
Off course not, these companies have massive brands.
If you want to be a big company,
you have to build a big global brand.
But how do you do that without spending
hundreds of millions of dollars
like some of these companies?
Hey, everyone, I'm Neil Patel
and today I'm going to break down seven shortcuts
to becoming a global brand.
And best of all, you won't have to spend tons of money.
(gentle music)
Now, before we get started
make sure you subscribe to this channel
and if you're on YouTube, click the Alert notification.
You can always tweet at me if you have any questions
or just leave a comment below in the video.
A little bit about me, I have ad agency, Neil Patel Digital
where I help companies get more traffic.
I've worked with a lot of big brands
as you can see on the right side,
I've created for a lot of companies
and these companies have allowed me to see a ton of data
which has given me the upper hand
when it comes to marketing experimentation
and figuring out what's working in the future.
Hence I have tons of testimonials.
Your brand is your moat so you need to invest in it.
My brands what's allowed companies like Facebook
to hit me up and offer me money to speak at their events
or even Google.
And if you're wondering how I got all of it,
it's by building a brand
and the channel that's really helped me get there
more than any other channel out there is my blog.
It drives tons and tons of traffic
and it's just grown over the years
and I keep getting more and more visitors over time.
So are you ready to build a global brand?
Here are the seven facts that you need to know,
to succeed and you have to follow these.
Fact number one, you need a blog.
"Brands are the solution not the problem,
brands are how you sort out the cesspool."
This is a quote from the ex CEO of Google, Eric Schmidt.
And he breaks down how in essence you need to build a brand.
One of the great ways to build a brand as a blog
because the more you educate
the more people get to know you.
So let's look at the data.
Marketing spend by channel,
Google AdWords, Facebook Ads,
SEO, then content marketing,
social media and other make sense.
You know, Google AdWords is a big company
and then Facebook's underneath them.
And when you look at conversion rate by channel,
adverts makes sense because,
you know, you can pick your learning page
and you can be very light on the content,
just focus on your opt-ins
or your product or service that you're selling.
Facebook Ads, people aren't really Googling cheap laptop.
So the conversion rate isn't going to be as high
but the cost is typically less.
Then you have SEO, which is next
but you have to put a ton of content on the page
so the conversion rates going to be lower.
And then when you look at return on marketing spend,
SEO tends to produce the highest return over time.
But when you look at what portion of customers
first found you through your blog
the data that it is blogging and blogging is very high.
And even when we look at the data,
past 2019 Rachey seeing similar data as well.
Average number of social shares per post, going down
and that's because social networks want you to spend money.
Percentage of your organic
search traffic going to your blog.
It's pretty steady, but it's high up there as well over 50%
if you want that traffic, you need to create a blog.
And where are you publishing your content,
people mainly publish it on their blog
because that's your own destiny you control it more.
And what has led to your biggest traffic gains?
Translating content, updating content.
Those two have led to the biggest traffic gains
and if you want to do well in blogging,
you need to follow them,
because the majority of the people in this world
don't search in English, right?
They speak other languages
and because there's over a billion blogs
Google wants to rank updated content,
Facebook wants to share updated content,
you know, they don't want stale, outdated content.
Now, what's cool about blogging is it builds a brand,
it drives traffic and it drives sales.
So how should you get started?
I recommend that you blog at least once a week
and keep in mind it's all about the headline,
if you're looking for really good catchy headlines
just Google Copyblogger headline formula
they have quite a few that you can use.
Don't sell first, just educate,
write in a conversational tone
using the words you or I in sentences,
use sub-headings so people can skim.
I also recommend that you keep your paragraphs short
to around five, six lines max.
And spend 80% of your time promoting,
I know that sounds crazy
I'm not talking about promoting your business
like selling your products
I'm talking about spend 20% of your time writing content,
80% of the time promoting the content
like getting it shared on the social web,
outreaching, getting people to link to you.
Now, once you've been blogging for a long time
and you have an audience,
I recommend you spend around 30% of your time
promoting your content,
at the beginning you need to spend roughly 80.
Fact number two, you have to take a omni-channel approach
if you want to build a brand.
Marketing is moving to omni-channel approach.
I was once working with Expedia Canada, years and years ago.
And I learned something interesting from Expedia,
even though they're a massive brand
and everyone already knew about them
this was a few years ago.
Expedia told me that, hey, when we ran television Ads,
when we ran radio Ads, TV Ads,
technically already mentioned TV.
When we were on magazine Ads, when we did Google Ads,
Facebook Ads, and all the channels we could go out there.
Our CPAs throughout all channels went down
and we had a much higher ROI,
even though everyone already knew Expedia
but because they were continually being top of mind
it reduced their costs and produce a better return.
So if you want to go out there and you want to do well
you need to have omni-channel approach.
And when I survey people and I said,
hey, what marketing channels do you think
has the most potential?
People said Instagram was number one,
YouTube number two, podcasting number three,
and then the list went down.
I think conferences definitely have a big potential
especially because people haven't been to them in a while
due to COVID.
Voice people haven't figured out
how to really monetize that voice traffic
but a lot of potential there.
So can you guess where my customers find me?
Well, I have a blog, I have YouTube videos
Facebook channel, LinkedIn, Instagram, I tweet.
And when I break it down
it's actually 43% from my blog, 11% from Facebook,
9% from LinkedIn, 9% from YouTube, 4% from Twitter
and 24% for other.
That just shows you that,
you got to take a omni-channel approach.
Fact number three, you need to be yourself.
When you're building a brand, whether it's a corporate brand
or even personal, you're not someone else.
I'm not that muscle bound jock with six-pack abs
and I'm not going to post the selfies.
I just be myself
and there's nothing wrong with being that jockey either.
I know a lot of jocks and funny enough,
you know, I know the saying goes that, jocks are dumb
they're not dumb, I know a lot of smart jocks,
I know many jocks who are more ripped than me
technically I'm not ripped at all or strong at all
but they're stronger than me,
and they're much smarter than me,
and they went to better schools
and a lot of them are more rich than I am as well.
But you got to be yourself plan to your strengths.
You know, three things about me
I live a very private life,
I'm super technical and nerdy and I'm corky.
And when look at my Instagram
I have a lot of images with stats and data
try to make things conversational and fun.
I post images that are just myself
like me sleeping on my couch,
with that hat I like it I don't know why,
when it gets cold, I did that I'm kind of cheap
but I don't like paying, for heating and,
you know, or even air conditioning.
I just believe that you dress more warm
and I'm not Gary Vee,
you know, Gary's awesome, love his content,
but I don't try to create content like him
because I'm not him, I try to do what's me.
So I create more tools
and I write more blog content
because that's me and that's what works for me.
And you got to find what works for you,
you can't just copy me,
you got to figure out what works for you.
So what are you good at?
And whatever you're good at,
that's where I want you to spend more time.
Fact number four, videos is the quickest way
to build a brand, think of a popular personal brand,
who are you thinking of?
Now, whoever you're thinking of
you didn't Google to find them
you probably have seen them on TV or some sort of video.
And that's why I love YouTube,
YouTube just drives so much traffic.
And then you can take that content
repurpose it put it on LinkedIn,
and then re-upload those videos on Facebook
and same with Instagram.
And it just drives a lot of awareness
I rank on YouTube for a lot of terms
and it just keeps giving and giving
and that's why I love YouTube
but enough, my name is my most popular query on YouTube.
And that's the power of branding I mean in videos
and YouTube consistently provides consistent growth.
So 10 quick ways to skyrocket your YouTube views.
One, research keywords, you can use Uber suggest for this
typing keywords, pick the ones that are popular.
Two, use catchy headlines you can use tools like
or more so Google Copyblogger headline formula
to find headline formulas and variations of headlines
that you can use for YouTube.
Use those keywords within your videos, within your texts,
push people to subscribe to your video.
So when they start or when you're starting your video
always tell people to subscribe,
make your videos at least five minutes,
I ideally recommend that you make them closer to 10 minutes,
leverage emails so whenever you publish a video
email it out to your audience,
use social media to promote your content,
use SRT files and you can get them from places like rev.com
and then hook people.
Start with the awesome, amazing hook that's like,
oh really, I didn't know that!
Let me keep listening to find out more.
And always ask for comments at the end of your videos.
Fact number five, you need to get personal
to build a personal brand.
What's the best way to build a personal brand?
It's to build a connection with someone else.
And when you build that connection
you're going to do extremely well.
Now, you're probably asking,
hey how do I build that personal connection, what's the key?
Well, you want to get intimate, you want to be transparent,
you want to truly care about people, you want to helping,
you want to love what you're doing
and all that really helps.
So what's the second best way
to build a connection with someone?
Well, what I tell people is go to conferences
those in-person events, nothing's better than that,
other than the online aspects, because you can do it at scale
hence I say it the second best way.
So when you go to events
and if you can go to at least four events a year
and try to speak, and even if they're small events
and try to go live a few times a week
on Instagram and social media, you'll do really well
and you'll build that personal connection.
Fact number six, repurposing gets you more mileage.
So I take a lot of my content and I repurpose it
and that's what you'll see with all my images
and thus what they have in common.
I'll take them, push them everywhere,
repurpose it with quotes, tell people to double tap.
That model is easy because you can use the same videos
or images all over all your social channels
and get those likes and shares.
And you can do something similar with videos as well
and I found that to work super, super well too.
And you don't have to create new content to build a brand
you can just repurpose and that's what I do.
In fact number seven, you have to put in time.
If you look at,
Mark Zuckerberg, Michael Jordan, Michael Thomps
they didn't get great at what they did by just
going out and just expecting it to all work
they put in a lot of time and effort,
the amount of time that they spent swimming
or playing basketball,
or you know, perfecting their business, it was just endless.
They even spent so much time,
you know, just continually going out there
when no one was ever paying attention.
Good things don't happen overnight.
Kobe Bryant scored 60 points during his last game,
can you guess how much he scored during his first game?
Well, he took one shot and he missed it
so pretty much zero, but you know what?
He didn't stop there, he just kept going.
And personal branding follows the rule of seven,
when someone sees or interacts with their brand seven times
they're much more likely to remember it,
and that's how you grow your brand over time.
And your competition spilling their beans online.
Go take the time to learn for what's working with them
when it comes to building their brand and go replicate.
The reality is building a brand never stops
if you stop, people will start forgetting about you
it takes a long time, you need to keep pushing.
And something's better than nothing
so do whatever you have, it isn't a zero sum game.
Look, there are three types of people
those that make things happen,
those that watch things happen,
and those are wondering what just happened.
Be the person that makes things happen and grow your brand.
I hope you enjoy this and I hope you start building a brand.
If you have any questions, leave a comment below,
if you enjoyed this video,
like it, share it, tell other people about it.
And if you want my ad agency to help you build a brand
check out NP Digital, thank you very much.