In this clip,we're going to talk about how digital
marketing is going to change in 2020 butbefore we do, don't forget to subscribe
or follow whatever platform you are on.If you're interested in marketing,
business, entrepreneurship, growth,whatever it is exactly. We got you
covered. So let's talk about this.Digital marketing is changing
every single day. In fact,I have a clip from the marketing school
podcast where we talk about how it'schanging 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 intovoice 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 andshow it through a microphone or a speaker
and you're not going to get anyonecoming 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 ofthings, 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 nextthing. 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 thattoo. 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 ahigher 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 makingthese 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 gonnaget 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 getstronger 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 tochange 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 accountbased marketing sequences where we can
market to a bunch of people on theirteams. 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 peoplewant 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 theyactually 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 wheredigital marketing is changing in 2020 I
do have a another video for you to checkout that's related to this. So don't
forget to check out the next video.If you're watching the video right now
and also whatever channel you're on,don't forget to rate, review and
subscribe and leave a comment.Let us know what you think.Which one of these is going to make
the biggest impact in terms of digitalmarketing for 2020 and
we'll see you tomorrow.
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