In this clip we're going to talk about how slack does marketing,
but before we do, don't forget to hit the subscribe button and the bell one,
if you're coming from youtube, if you joined clips on growing faster,
so business or personally you're going to grow faster. So slack, look,
they went public recently and um,
they are the workforce kind of workplace collaboration app and we use slack.
We love it.
And so let's do a dive into how they go about with our marketing are the go
through five different areas. So SEO, Cro,
paid media content and general marketing, which is where I kind of, um,
will bucket things into first things first. When it comes to general marketing,
I look at design, I actually,
because I think design and marketing go hand in hand.
I think design is done really well at the app itself has done really well too.
Um, you know, being able to kind of, it's very simple, right?
They just focus on, you know,
what they do well and then there's a demo that you can go through too.
So I like that.
And I do like the fact that they have the customer's stories on the homepage
too. So you know, these are big companies into it. Lyft, Shopify, every lane,
these are helping people use slack and also they have this report here on the
state of work. So when it comes to content marketing, I looking,
I like looking at these reports because they take time to do so in the state of
work, you know, uh, all these metrics in here, key takeaways, you know,
global pulse, it's very well designed. It's, it's interactive. Um, you know,
86% have a clear understanding of the company's strategy and it, it's,
it's long form piece and you can tell they probably spent five figures to get
this thing done. Right. And then also at the bottom here, there's,
there's more kind of articles on collaboration and how things work cause that's
what they're focused on.
They're focused on collaboration in terms of kind of getting started I think in
general marketing. Um, I, I think it's a good start.
And then let's take a look at, um, look, there's ebooks and report.
So let's take a look at that as well.
So there's a bunch of ebooks in here and they're all well-designed, you know,
working in slack, slack, essentials, enterprise grid, um,
there's a lot of resources from a content perspective to help people get around.
And it also helps when it comes to ranking, uh, from an SEO perspective.
Let's look at this by the way.
You can see they have a section on video conferencing, uh, knowledge management.
These are key words that people search for when it comes to SEO.
So that's good too. And it's basically how to collaborate better, you know,
using slack or not using slack. Um, and then the site is very minimalistic. Um,
and I liked that. So that's a starting point.
I'm not going to give a general marketing rating quite yet.
I do want to look at, um, how they're doing things from an SEO perspective too.
We've pulled up slack in an SEO tool called [inaudible].
We can see that they're ranked for 300,000 keywords and they have about,
you know, 78,000 referring domains, which is,
which means 78,000 links going to their site.
Now they're domain ratings very high.
It's scored on a scale of one to 100 they're at 91 and their traffic value is
seven point $3 million,
meaning they'd be paying Google seven point $3 million per month if they were
paying for that traffic.
So they're doing a pretty good job when it comes to SEO.
And what I like looking at too is, you know, how are they trending over time?
It looks like they're pretty flat this year in terms of SEO traffic.
So that's one thing I look at too. And they're pretty flat.
They've grown a little bit this year,
but they're pretty flat when it comes to the number of organic keywords that
they rank for. And then also traffic value. They're pretty flat too.
Now the other thing I want to look at too is top pages.
So what are the top pages that they rank for? A lot of it's branding, right? So,
you know,
we talked about this in the past with the people that know how to build the
companies and know how to build a brand.
They have an edge because a lot of people are going to keep doing to keep typing
in that brand query.
And a lot of people are going to keep clicking on that result and more people
are going to link to that because slack is a, it's a freemium product.
So freemium means it's very easy to link to.
People are talking about it all the time, right?
So they start to naturally get all these links coming to the site.
And so link building is taken care of.
And what happens there when you have a strong domain authority,
like what they have is whatever you publish, um,
provided you're on topic and Google can see that you're going to start to rank
really well for certain things. So you can see here a lot of,
a lot, a lot of this stuff has slack in it. You know, slack, this, lack that.
And also, you know, look,
when they publish something random like outlook calendar, they rank number six,
four. Even though outlook is a Microsoft product outlook calendar,
they rank gets 19,000 searches a month.
That's the effect of having a strong domain authority.
So when it comes to like a domain authority link perspective,
they're very strong over there.
What I would say though is when you look at their website, they, you know,
they publish a lot of reports. I think that's great too.
And let's take a look at their blog. Let's take a look at the,
the frequency of how often they're, they're publishing content.
We can also take a look at hrs two to just get an idea of a content explorer,
right? So, you know, they have a lot of tips around how they do things,
a workforce kind of transformation, productivity,
all of these things over here though. So let's take a look at this one.
So this was published in July,
so a while back and let's go back and then let's go up over here. Uh,
how slack helps deliver a culinary, um, culinary experience.
This is more of a case study. So they're publishing pretty frequently.
So their content seems good.
Their blog from a content perspective has done really well.
Because look at this, the design of it, the font, the type og Raphy,
the also the custom images too. And the way it's just very clean,
right?
And then also in here there is a slack tip where you can basically go deeper
into the product, right? And sign up for it. And then you know,
get started with slack, right?
So those are call to actions and that's really good.
And then here's some additional posts. So from a design perspective,
they're really, really, really strong. Um,
so I do want to take a look at the content explorer section.
So at hrs there's a content explorer section.
We can take a look at how slack is doing things and then, um,
oh well look at that. So we can see over time in the last,
let's do like the last 12 months. Okay. So we look at the last 12 months.
Check this out. You can see at the very end over here towards August and July,
they publish a lot more continents. They're increasing their frequency,
sort of getting a lot more aggressive with the amount of content and the new
content that they're publishing. This is like 300 to 400 new pieces. Right.
So I do want to come back to slack in a second cause I do want to talk about
something else that they have. But in general,
they're publishing a lot new content, but they're not updating their,
not refreshing the content that they have already. So you can see there's,
there's little like little sliver of a dark blue in this bar in August.
And the light blue one just means they're publishing a lot of new content.
And so that could be user generated pages. That could be a, you know,
a company pages for example. We don't know what that is exactly,
but we can just see like what's going on here. And you know,
we can see that they're publishing in different languages too. So that's good.
And you know, they're putting it, um,
they're putting it in different kind of sub folders. So that's good. Um,
you can see there's like a Japanese media kit as well.
So in general when it comes to like publishing,
I think they're kind of missing the boat when it comes to like refreshing
contents. So that's from an SEO and content perspective.
So that's something to keep in mind.
Slack is creating a lot of content kind of centered around. Um,
it's Kinda centered around like here's how you can use like slack better.
And there's like some case studies here and there.
I don't see a lot of tips in terms of like helpful, you know,
how can we generate more top of the funnel traffic where I'm there supporting
people that might become their customers. Um, so thinking about it from that,
that perspective, um,
there could be other types of content that they could be publishing cause right
now they're just very focused on collaboration stories.
There's a lot of reports and things like that,
but I would say probably can take it a step up and look at how hubspot does
things. Hubspot will write about random things like blockchain.
How does blockchain make any sense? Well,
somebody that's reading about blockchain,
they might become interested into CRM later. The whole idea behind that is,
you know, one of your customers need to be successful.
Even if you're getting started with blockchain,
you're probably gonna need a CRM to become successful, right? What slack,
you know,
what kind of content can you create to really take advantage of that domain
authority, you know,
create different types of content in addition to what you have already,
which is really strong. I think it's more kind of, you know,
middle of the funnel to bottom the funnel type of actions and see where it can
go from there because you already have a freemium product that you can lead with
if you're slack and um, you know,
you can go to distance with that because it's a very linkable assets, um,
with what you're doing. So now let's take a look at 'em.
They do have a section over here, um,
on like there's a resources section and they have webinars too,
which I think is great. So great from a content perspective.
The state of work report is also good too.
So I would say from a content perspective,
I think they're probably doing like an 18 out of 20 um,
that's the rating that I would give them just cause I think they could do more,
they have a lot of this stuff covered.
But I think with that stronger domain authority, like they can do the,
there's more types of content they can publish and I just think they're going to
have a lot more traffic coming in. So from an SEO perspective,
I think they're taking care of their two,
I'd rate them 1,820 just because they have a great freemium product. They,
they're leading with the product. Look, they,
they've got a strong brand to freemium product that's going to get a lot of
links, a the type of,
the level of the content that they create around the reports that's going to
attract a lot of links to so of doing really well from an SEO perspective,
18 out of 20. Now what I would say too, from a conversion standpoint, um,
cro standpoint, they're doing pretty well. You know, my question would be,
you know,
what other types of landing pages do they have for different types of uh,
industries? So, you know, resources over here, resources, library, um,
you know they have a section for enterprise solutions over here. Great.
They do have stuff for engineering, sales, it, marketing, customer support,
human resources, project management.
So I think they're pretty good there because they know to optimize for the types
of market segments over here, the headline is not that good to me.
I think it can be optimized. I think if you could personalize it a little bit,
look at the IP address that these B2B companies are coming from cause you're
trying to sell to enterprise, personalize it.
I think using a CDP customer data platform like hold out io, you can enrich the,
the people that are coming into your website.
And then let's say Coca-Cola visiting your website,
you can basically enrich that IP address,
find four people from their marketing team as an example or their sales team.
I don't automatically put them into an outreach sequence.
So it's basically automatic ABM that you can be doing. Um,
I think chat might be helpful too,
but maybe you didn't wanna slow down your website,
but having chat and who you're serving, those people collecting those leads,
I think that's a missed opportunity when it comes to, uh, what slack is doing.
So I think from a cro perspective, I'd probably give it a 17 out of 20.
The last thing I want to look at here is how they're going about with their ads.
So you can see here, um, in terms of AD spending,
they're not spending a lot of money on ads.
The question is why they probably don't need to spend a lot of money on ads
because slack is such a good freemium product out there.
So their whole thing is, you know, getting people in landing, you know,
landing people on letting the,
letting all the accounts spread virally in organizations.
So one person might sign up for slack and then a couple of other people start
signing up and it starts to spread virally so that that's how it works for them.
That's how, you know, they can convince people to start using it. It's, it's,
it's a free thing to do. Um, now what I would say here is like,
you don't see much money being spent here from an advertising perspective. Um,
you can see like here, sure they have a, you know, a couple ads here and there.
Um, now the question is where can they be spending money if they're turning the
enterprise, where can they be spending money?
Can they be spending money on Linkedin?
Is there any way they can be spending money on,
cause I have seen TV ads with slack. Can they be spending money on podcasts?
This, this tool Adbeat doesn't show that,
but where can they be spending the money, the, you know,
all the money that they have, uh, right now to invest further into growth.
And what I would say is there are a lot of operators.
I think there's a lot of affluent people listening to podcasts especially like,
you know, um, you know, you talk about collaboration,
you talk about the workplace, there's a lot of podcasts out there where you can,
where you can, where you can sponsor them.
And then what I would also say too is taking a look at linkedin.
Linkedin has a lot of possibilities that you can do,
where you can target what the video,
you can retarget people to the amount of traffic that you get into your site.
All these different pages.
You can be targeting people with different types of ads.
When it comes to retargeting we're talking to on Google, Facebook, youtube,
it just makes sense, especially if people are getting further down your funnel.
From a paid media perspective,
I probably give them a 14 out of 20 I think general marketing,
I would give them an 18 so their score over here is 85 out of a hundred so I'll
give slack an 85 out of a hundred in this tear down.
Let me know what you think of the comments. What do you disagree with me?
Do you agree?
Do you like slack as a tool and don't forget to check out the next video if
you're watching it, whatever it is, the next video, the next clip.
Don't forget to check it out because you want to grow and don't forget to rate.
Review and subscribe and we'll see you tomorrow.
Yeah.