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The Next Era of Web Marketing: 2019 & Beyond

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Rand's presentation from Engage PDX 2019 on the shifting web platforms and how marketers can best respond.

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The Next Era of Web Marketing: 2019 & Beyond

  1. Rand Fishkin | Founder & CEO The Next Era of Web Marketing How Marketers Can Stay Ahead of Industry-Wide Change in 2019 and Beyond
  2. Bit.ly/webmkt2019
  3. 2009 - 2016 The “Inbound Marketing” Playbook Create “Good Content” Promote Content on Social Media Grow Followers & Subscribers Choose High Volume Keywords for SEO UseAd Platforms to Drive Conversions Earn Links & Amplification w/ Outreach
  4. 2009 - 2016 The “Inbound Marketing” Playbook Create “Good Content” Promote Content on Social Media Grow Followers & Subscribers Choose High Volume Keywords for SEO UseAd Platforms to Drive Conversions Earn Links & Amplification w/ Outreach
  5. What Happened?!
  6. #1 The Social Platforms Massively Diminished Outlinking Traffic
  7. Facebook Killed Organic Reach Via AdGo
  8. They Sent Outbound, Referral Traffic to Zero Via BusinessGrow
  9. Declines in FB Referrals Have Hit Every Vertical Via RivalIQ
  10. Even Publishers Who Focused on FB Clickbait Via Nieman Lab
  11. Instagram Has Always Prevented Outlinking
  12. Twitter & LinkedIn Now Bias to On-Site Content Via MarginallyCoherent
  13. Reddit Works to Keep You on Reddit Via Reddit
  14. YouTube Cuts Off Descriptions to Avoid Making Links Visible in the Default View
  15. SO… Who Still Does Send Web Traffic?
  16. Via Google.com Oct 2016 Facebook.com Reddit.com YouTube.com Imgur.com Bing.com Wikipedia.org Gained/Lost 59.2% 6.5% 5.4% 4.5% 2.2% 2.2% 1.4% Yahoo.com 6.0% -1.4% -1.3% -2.0% +0.3% -1.2% +1.5% -0.1% -1.7% Amazon.com 1.3% +0.1% Top Traffic Referrers Feb 2018 57.8% 5.2% 3.4% 4.8% 1.0% 3.7% 1.3% 4.3% 1.4%
  17. #2 Google (for the first time) Sends Less Organic Traffic
  18. Google Solves More & More Queries Without Clicks
  19. Google’s Desktop CTRs September 2018 (US): Paid: 5.6% Organic: 65.6% No Click Searches: 34.4% *Note:Sumsare greaterthan100%assearcherscan clickmultipleresultsperquery
  20. Google’s Mobile CTRs September 2018 (US): *Note:Sumsare greaterthan100%assearcherscan clickmultipleresultsperquery
  21. Google’s Mobile CTRs September 2018 (US): *Note:Sumsare greaterthan100%assearcherscan clickmultipleresultsperquery Paid: 8.7% Organic: 29.7% No Click Searches: 61.03%
  22. Via SparkToro Zero-click searches are up 30% in two years.
  23. Via SparkToro Cannibalization of Clicks is a Worldwide Phenomenon
  24. Google Maps/Local Clicks on local results go to Google… not your website
  25. Jobs
  26. Film & Television
  27. Sports
  28. Hotels
  29. Flights
  30. Answers (of all kinds) No link credit to the sites scraped – just algorithmic aggregation we can’t escape (because publishers need the scraps of traffic Google might still send)
  31. Via The Week
  32. #3 “Influencers” Failing to Deliver Influence…
  33. Via Google Trends
  34. Via MediaKix
  35. Via MediaKix
  36. Via MediaKix
  37. Via TheDrum
  38. Via TheDrum “I do campaigns for brands on a weekly basis and less than half ever come back for metrics; less than 50% ever want to know what’s happened. That makes me think it’s PRs playing a numbers game and once a campaign has gone no one is really interested.”
  39. Via SparkToro
  40. Via SparkToro
  41. Influencer Marketing Definitions: 2012: Discover all the sources that influence your audience. Do marketing (of all kinds) in those places. 2018: Pay half naked people on Instagram $500 to snap photos with your product.
  42. Potential Sources of Influence: Podcasts Events Mainstream Media Trade Journals Whitepapers Radio Television Guerilla Marketing Branded Publications Blogs Twitter YouTube Channels Industry Reports Facebook GroupsWeb Searches Email Newsletters Consumer Review Pubs Instagram
  43. Where “Influencer Marketing” is Done: Podcasts Events Mainstream Media Trade Journals Whitepapers Radio Television Guerilla Marketing Branded Publications Blogs Twitter YouTube Channels Industry Reports Facebook GroupsWeb Searches Email Newsletters Consumer Review Pubs Instagram
  44. The Backlash is Here… Via The Drum, Campaign, & Medium
  45. #4 Web Advertising ROI (in many fields) Is Trending to Zero
  46. Venture Dollars Flood the Ad Markets Via Pitchbook
  47. Investment Dollars Aren’t Seeking Profits… Just Growth Via Statista
  48. Ad Bids in Many Sectors Go Far Above What’s Profitable
  49. Many Marketers Aren’t Accountable to Metrics Via Buffer
  50. Display, Search, & Social All Operate This Way
  51. Ad Costs Have Gone Up, While ROI Trends Down Via BusinessInsider
  52. SO… What Do We Do?
  53. The Smart Marketer’s Battle Plan
  54. 2009 - 2016 The “Inbound Marketing” Playbook Create “Good Content” Promote Content on Social Media Grow Followers & Subscribers Choose High Volume Keywords for SEO UseAd Platforms to Drive Conversions Earn Links & Amplification w/ Outreach
  55. Create “Good Content” Promote Content on Social Media Grow Followers & Subscribers UseAd Platforms to Drive Conversions Earn Links & Amplification w/ Outreach CenterAll Marketing on Your Website &Email Lists 2019 What Needs to Change
  56. Make Your Website (and email list) the Center of Your Digital Campaigns Mysite.com
  57. 2) Own & Control Your Web Platforms Old School Cool 1 )
  58. 10 New Emails > 10,000 New Followers Via Creative Guerilla Marketing
  59. 100 Website Visitors > 10,000 New Followers Via Bannersnack
  60. 100 True Fans Beats 100,000 Visits. Aim to Increase Passion > Traffic. Via Buzzsumo
  61. Change Your Approach to SEO: Click Volume > Search Volume
  62. Via Keyword Explorer Let your competitors chase these. While you go after these
  63. Promote Content on Social Media Grow Followers & Subscribers UseAd Platforms to Drive Conversions Earn Links & Amplification w/ Outreach CenterAll Marketing on Your Website &Email Lists 2019 What Needs to Change Invest in the Right Marketing Flywheel
  64. A Great Marketing Flywheel Scales with Decreasing Friction
  65. Content Marketing Flywheel KW Research + Industry Intuition Publish Content Promote via Social Channels Push to email + RSS subscribers Earn Links + Amplification Grow social, email, RSS, & WoM channels Grow Domain Authority Earn Search & Referral Traffic Rank for More Competitive KWs
  66. PR+Ads Flywheel ID Sources of Customer Influence Craft Stories to Draw Coverage Earn Press Coverage Pitch Media Amplify + Promote Run Ads Targeting Cookied Visitors Expand Social Following Slowly Convert Fans + Followers Refine Ad+CRO Processes
  67. Events + Sponsorship Flywheel ID Events w/ Customer Targets Sponsor + Pitch to Present Capture Visitor Info Host Booths, Dinners, Parties Reach Out w/ Direct+Indirect Emails Cookie Site Visitors & Email Opens Run Hyper- Personalized Ads Improve CRO + Sales Process Uncover Customer Connections & Affinities
  68. Hard at first, but gets easier (& more profitable) with scale Find Find Create Create Amplify Amplify Convert Convert Learn & Apply
  69. You Want a Flywheel That Sparks Demand
  70. Growing Branded Searches > Ranking #1 for Generic Searches
  71. Grow Followers & Subscribers UseAd Platforms to Drive Conversions Earn Links & Amplification w/ Outreach CenterAll Marketing on Your Website &Email Lists 2019 What Needs to Change Invest in the Right Marketing Flywheel Market WhereYour AudienceAlready Pays Attention
  72. “Social” Isn’t Where Your Audience Is… That’s Just Saying “Our Audience is Online” Via Hootsuite
  73. Discover Your Audience’s True Sources of Influence – Market There
  74. Not the Most Followed X… But the Sources of Influence Most Followed by Xs vs. 22% of food bloggers follow Foodista
  75. It’s Hard to Get This Data, but Surveys & Interviews are a Good Start Via Typeform
  76. Your Targets Should Include ALL of These: Podcasts Events Mainstream Media Trade Journals Whitepapers Radio Television Guerilla Marketing Branded Publications Blogs Twitter YouTube Channels Industry Reports Facebook GroupsWeb Searches Email Newsletters Consumer Review Pubs Instagram
  77. Your Targets Should Include ALL of These: Podcasts Events Mainstream Media Trade Journals Whitepapers Radio Television Guerilla Marketing Branded Publications Blogs Twitter YouTube Channels Industry Reports Facebook GroupsWeb Searches Email Newsletters Consumer Review Pubs Instagram Pro Tip: If your competition ignores a channel, you get higher content/ad engagement for less money 
  78. UseAd Platforms to Drive Conversions Earn Links & Amplification w/ Outreach CenterAll Marketing on Your Website &Email Lists 2019 What Needs to Change Invest in the Right Marketing Flywheel Market WhereYour AudienceAlready Pays Attention Balance Social Engagement vs. Drawing Clicks
  79. When I have a low engagement post, my next post has a harder time reaching a big audience.
  80. When a post gets high engagement, FB boosts the reach of my next post (unless it starts to show poor engagement)
  81. In this way, Facebook (& Twitter, Instagram, LinkedIn, etc) reward high engagement streaks and makes accounts w/ low engagement invisible.
  82. Social Algorithms Are Designed to: Engage Addict Retain Does this content attract users, generate likes/shares, & hold their attention? Do users who see this content stay on our platform and keep engaging? Do users who’ve consumed this content return to our platform again & again?
  83. To benefit from this system, use a formula like this: High engagement, non- promotional post High engagement, non- promotional post Promotion w/ Link High engagement, non- promotional post These earn brand exposure & new followers High engagement, non- promotional post
  84. To benefit from this system, use a formula like this: High engagement, non- promotional post High engagement, non- promotional post Promotion w/ Link High engagement, non- promotional post These capitalize on your algorithmic reputation for high engagement, & earn direct traffic High engagement, non- promotional post
  85. UseAd Platforms to Drive Conversions CenterAll Marketing on Your Website &Email Lists 2019 What Needs to Change Invest in the Right Marketing Flywheel Market WhereYour AudienceAlready Pays Attention Balance Social Engagement vs. Drawing Clicks Broaden Content & Outreach Campaigns
  86. Successful Content Targets Topics that Resonate with Amplifiers, Not Just Customers What Your Customers Care About What Influential Publications & People Your Customers Listen To Care About Topics with high potential reach
  87. The More Difficult Content is to Create, the Easier it is to Stand Out E.G. SparkToro’s strategy is to create free, interactive tools, not just blog posts
  88. Blog Post Tweet Useful Guide Interactive Tool Guest Contribution for a Notable Publisher Photo MobileApp Video Custom Illustration Physical Product Successful, scalable community Easier Harder
  89. Spray+Pray Outreach Leads to Reputational Damage (for both brand & social/email/search algos)
  90. Human, Targeted, Story & Values-Driven Outreach Wins
  91. 2019-Beyond The Smart Marketer’s Playbook Invest in the Right Marketing Flywheel Balance Social Engagement vs. Drawing Clicks CenterAll Marketing on Your Website &Email Lists UseAds to Reach Already-Primed Audiences Broaden Outreach & Influence Campaigns Market WhereYour AudienceAlready Pays Attention
  92. First: Organic + Brand; Then: Ads + CRO If you’re not yet known, liked, & trusted, ad ROI sucks.
  93. Via Wordstream New to a market? This happens. Known & loved? Welcome to Profitville.
  94. How to Win at Digital Advertising Step 1: Earn brand exposure w/ your target audience Step 2: Get >1 organic visit (or social engagement) Step 3:Advertise to those who already know+like you
  95. 2019-Beyond The Smart Marketer’s Playbook Invest in the Right Marketing Flywheel Balance Social Engagement vs. Drawing Clicks CenterAll Marketing on Your Website &Email Lists UseAds to Reach Already-Primed Audiences Broaden Outreach & Influence Campaigns Market WhereYour AudienceAlready Pays Attention
  96. Rand Fishkin | Founder & CEO Thank You!

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