- You're a digital marketer
and things keep changing every day.
Do you fear your skills can become obsolete
in the years to come?
Well, this is your chance to change that
and upgrade your knowledge base.
Hi everyone, I am Neil Patel and today I'm going to
breakdown the seven skills every marketer must master,
or else you're going to get crushed by the competition.
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The first thing that you need to master is media buying.
Look, it's not just about Facebook ads and Google ads
or even Bing ads these days.
Taboola, they provide a huge ROI
as long as you learn how to use them right.
So, if you can learn media buying right, you can do well.
Now, media buying is a lot different than just saying
"Hey, I'm going to drive Google traffic or Facebook traffic
"to a page and convert people."
What you're going to have to learn how to do,
is generate copy, copy that educates people,
and through that education pushes them
into your product and service.
In other words, your educating and selling
at the same time versus just driving people
to a page where you're capturing a lead
or you're selling right away.
When you're doing media buying,
that education part is really important.
Like for example, sometimes I'll drive people
to a landing page where I'm educating through a webinar
and then within the webinar
I'm selling them on my services.
The next thing you need to master is SEO traffic generation.
Paid ads are going to become more
and more expensive over time.
In the last recession, Google didn't have a down year.
In other words, when the market crashed
Google was still making more money.
You're probably wondering why.
Well, if you spend a dollar and you make more than a dollar,
such as you making two or three or four dollars,
do you think you're going to cut back during recession?
No, it's profitable.
You're more likely to cut back
on things like television ads.
So, you need to learn how to get organic traffic
because that way as costs continually rise,
you'll be prepared and you can still
get that organic traffic.
Now, with organic traffic, you'll find that it doesn't
convert as well as pay traffic, but that's okay.
It still drives a very high ROI through the fact
that you don't have to keep paying per click.
If you don't know where to get started with SEO,
just go to Ubersuggest, put in your URL,
once it loads click the site audit report.
It'll tell you everything that you need to fix
and prioritize it based off of
what's going to drive you the most traffic,
versus the changes that'll make the least impact.
After you learn SEO, I want you
to learn copywriting and persuasion.
As David Ogilvy said, when it comes to copywriting,
80 cents on the dollar is spent on the headline.
And he's right, it's all about the headline.
There's an interesting fact,
eight out of 10 people will read your headline,
but only two out of 10 will click through
and read the rest of your content.
So, if you can't persuade people
to keep reading and clicking through,
you're not going to convert those people into customers.
The reason this is important, especially with copywriting,
because ads are increasing in costs.
You got to add in up sales and down sales,
and if you can't persuade people
through your copy and through persuasion,
you're not going to be making enough revenue
on the front end to keep affording the costs of advertising.
The next thing you need to learn
is channel partnerships or influencer marketing.
Influencer marketing is on a rise,
and everyone is looking at me like,
oh, you know paying people on Instagram
doesn't work out that well.
Well, yeah, paying the Kardashians to promote
your B to B business product isn't going to work well,
but having the Kardashians
promote your latest line of lipstick,
assuming they really do like it and they're using it,
probably can work out well.
Now, the reason influencer marketing
or channel partnerships is important,
is it's all about finding micro influencers.
So, if you can find micro influencers or channel partners
who have the same exact customer basis as you,
you can end up doing really well.
And it's a way to leverage someone else's audience
without paying, you know,
Google or Facebook an arm or a leg.
In other words, it's a much cheaper solution
because you're cutting out the middle man.
So it's important, if you do this,
you can find that you can generate a lot of revenue.
I was once working with a company called Hex Ties,
they generated millions of dollars in revenue.
Do you know they got from zero to millions?
It was through influencer marketing on Instagram.
They didn't just get big followers with
or big accounts with millions of followers,
they got all the fashion accounts to post about them.
That's how they did well.
Next, you need to learn about Analytics.
Sure, there's Google analytics,
but are you using goal tracking?
Are you looking at the cohort report which shows you
who's coming back over and over again?
Are you looking to see what pages
are causing more sessions and repeat usages?
So, by really drilling into analytics, you'll be able
to figure out how to fine tune your marketing.
When you don't drill in,
it's kind of hard to optimize your marketing.
And analytics will tell you that.
That way you don't have to make decisions off your gut
and you can make it based off data.
Next, you need to be really good at social media marketing.
And not just posting on Instagram,
or Facebook, or any of this.
It comes down to video and live.
If you can go live and you can do more videos,
you'll do well.
You got to test different strategies on social media,
that's what's working really well.
You don't need studio quality production like I have,
you can just bust out your phone,
record really quick videos like GaryVee or Tai Lopez does,
it's very effective.
People can more so relate to that,
and it'll do well.
It's also cheaper than getting a studio as well.
And last but not least,
you need to learn how to do research.
Not just research for a content piece,
I'm talking about research to figure out
what is your competitors doing?
What are they not doing?
How can you end up doing better, right?
That will give you an idea of,
hey, this is what my competitor is doing,
this is what is working for them, this is what's not,
this is how I need to adjust my strategy.
And I love looking at a podcast
like Nathan Latka or Growth Everywhere,
these are places where my competitors
are spilling their beans and I can do research
to get the best advice, so then that way,
hey, I know this is working for them,
this is what I should test out first.
It doesn't mean that'll work for you
but the research will give you an edge over your competition
because you're not starting from the ground up.
And I also love research because it shows me
what's working other similar industries
and then I can test it out on my site,
versus from starting from scratch as well.
Now, if you need help growing,
you can always check out my ad agency, Neil Patel Digital.
Or if you just have a question, leave it below,
I'll do my best to answer and help you out.
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Thank you for watching.