The typical strategies that you know one of the mill expert marketer uses is I’m an expert in Facebook, like that’s the big one. I’m a Facebook advertising and Facebook/Instagram. And they know a little bit about Google sometimes and even less so about YouTube.
But what about these other platforms now? Like you have Tiktok and Snapchat and these other places that you can actually advertise. And this thing I keep seeing like Taboola or the Display Ads. What about all these other sources of traffic? Do you think that it makes sense nowadays to start putting some of your budget towards things like Tiktok, Snapchat, I know there certain things that convert well on those platforms and things that don’t convert well. What do you think about that?
So if you have an app like a product, most platforms convert really well for that. E-commerce works really well in Tiktok and Snapchat, Pinterest, Taboola and Outbrain work really well for lead generation, courses. Reddit works well for a lot of different industries as well, other than e-commerce. So when you think about these platforms and they work for B2B and B2C. And there’s different platforms out there. Google and Facebook of course are the best because they’re driving the most volume and they’re the easiest to scale. And when I talk about Google, I also include YouTube within Google, right?
Just like Instagram is owned by Facebook. But there’s an issue, they’re expensive. Taboola and Outbrain may not scale as well, but they’re fractions of the cost. You can literally spend sometimes 1/5, 1/6, sometimes 1/10 and get great conversions. Can you wrap it up to 100 grand a month on some of these top ones? No, but who cares if you can spend 2, 3, 5, $10,000 a month and you’re getting a solid ROI. Because if you do that on six, seven of these platforms, it adds up and then go tackle the big players later on. But I think they’re actually a better opportunity, especially if you’re starting off or if you’re a small business.
So what would you, of those alternatives like Taboola, what are the top three or four that you think are the best ones that people should experiment with? I’ll combined Taboola and Outbrain because they’re very similar. So I’ll put them as number one. Number two would be Snap, number three would be Tiktok. Number four would be Pinterest, number five and this is B2B it’s expensive, but it converts well, which would be LinkedIn. LinkedIn, okay. And do you, in terms of, that you mentioned that, like so with Tiktok and it’s more about, it’s good for e-commerce, there’s certain offerings that are better on certain platforms you recommended, like for instance, B2B is more about LinkedIn.
What would you say in terms of the others? Is it equally good B2B, B2C? Or any industry specific recommendations. -Snapchat and Tiktok B2C, Pinterest B2C, Taboola Outbrain they work for both B2C and B2B. Taboola Outbrain work for pretty much any industry.
What do you think it is that separates a great marketer from an average marketer in the world of like the whole Facebook, Instagram, what we’re talking about here? I don’t mean at your level, I’m talking about the average person you see right now that’s sort of like, you know, there’s 1,000,001 agencies, right? And you’d probably laugh when you hear that word, right? Because you’ve just seen a lot of one man shops, but yeah, I respect the entrepreneurial effort. What do you think it is that separates the good ones from the bad ones?
Is it some of them, the ones that are more into the testing side of things, is it about the creatives they create? What do you think it really is? That makes a good marketer or a good marketing agency? – I think it’s creativity.
So not necessarily the creative that they’re creating, but the creativity, like the ideas and the concepts that they’re coming up with.
Because right now everything is saturated. We all have to go Omnichannel, leverage all the channels out there to do well. So your only way to win is thinking outside of the box. For example, when I talk about SEO, everyone’s going to be creating content doing cure research. Does it mean you shouldn’t do it? No, huge ROI.
But if you want to really do well, you got to think outside the box. And here’s the example of that. In my industry, if I wanted to build on my traffic, it would cost me somewhere around one and a half to $2 million a month, just on ads, just for Google, okay? That’s a lot of money that I would be burning each month.
I can’t afford that, that’s a lot of cash. It would eat away at my margins, my business wouldn’t be profitable. On the flip side, I did things away like create a free tool and just give it away, right? And I was just like, if I take what people are charging for, and give it away, I can get a lot of people. Just like those assessment tests when you’re talking about sales.
Everyone knows about those assessment tests. If hey, would this be a good sales person to hire? Creating those for free on your website and releasing them out there can get a lot of links. It can get a lot of traffic, a lot of rankings. And then that way, when you create the content, you’re already going to have more eyeballs, more social followings, and you’re going to do well.
That’s an example of creativity or like upsells, down sells or creating better funnels, all examples of creativity. And I think that’s what it takes to do really well in marketing these days. So let’s slow down for a second here because that’s an interesting perspective. I think that most people nowadays overlook this whole idea of organic traffic SEO, right? So I think for me, I’ve been fortunate because I have a brand, so I get a lot of organic traffic where people will either maybe, see something about me or read or watch the movie and then come.
But what about the person that doesn’t have that? How do you the real methodology for getting yourself and you talking about getting ranked on the first page of Google? Is that really what you’re talking about here?
So what is it really about the fact that most people spend their days making video content, but video content isn’t what gets you ranked high because it’s not, they can’t crawl it. So then you say, turn it into a blog where the computers could actually read it. Is that what you’re saying? – That’s correct. Now they are getting better at crawling video content, but it doesn’t rank that well, like anytime you do a Google search, almost all the results are text-based. And if you don’t have a brand, see, when I started off, I didn’t have a brand and my brand is nowhere near the size of yours.
I was creating all this content, and when you’re creating all this content, eventually start getting traffic and then people start subscribing and eventually build your brand..