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The Next Era of Web Marketing: 2019 & Beyond

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

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Rand Fishkin | Founder & CEO
The Next Era
of Web Marketing
How Marketers Can Stay Ahead of Industry-Wide Change
in 2019 and Beyond
Bit.ly/webmkt2019
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
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
What Happened?!
#1
The Social Platforms Massively
Diminished Outlinking Traffic

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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
  • 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
  • 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?
  • 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
  • 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)
  • 33. #3 “Influencers” Failing to Deliver Influence…
  • 39. 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.”
  • 42. 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.
  • 43. 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
  • 44. 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
  • 45. The Backlash is Here… Via The Drum, Campaign, & Medium
  • 46. #4 Web Advertising ROI (in many fields) Is Trending to Zero
  • 47. Venture Dollars Flood the Ad Markets Via Pitchbook
  • 48. Investment Dollars Aren’t Seeking Profits… Just Growth Via Statista
  • 49. Ad Bids in Many Sectors Go Far Above What’s Profitable
  • 50. Many Marketers Aren’t Accountable to Metrics Via Buffer
  • 51. Display, Search, & Social All Operate This Way
  • 52. Ad Costs Have Gone Up, While ROI Trends Down Via BusinessInsider
  • 53. SO… What Do We Do?
  • 55. 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
  • 56. 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
  • 57. Make Your Website (and email list) the Center of Your Digital Campaigns Mysite.com
  • 58. 2) Own & Control Your Web Platforms Old School Cool 1 )
  • 59. 10 New Emails > 10,000 New Followers Via Creative Guerilla Marketing
  • 60. 100 Website Visitors > 10,000 New Followers Via Bannersnack
  • 61. 100 True Fans Beats 100,000 Visits. Aim to Increase Passion > Traffic. Via Buzzsumo
  • 62. Change Your Approach to SEO: Click Volume > Search Volume
  • 63. Via Keyword Explorer Let your competitors chase these. While you go after these
  • 64. 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
  • 65. A Great Marketing Flywheel Scales with Decreasing Friction
  • 66. 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
  • 67. 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
  • 68. 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
  • 69. Hard at first, but gets easier (& more profitable) with scale Find Find Create Create Amplify Amplify Convert Convert Learn & Apply
  • 70. You Want a Flywheel That Sparks Demand
  • 71. Growing Branded Searches > Ranking #1 for Generic Searches
  • 72. 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
  • 73. “Social” Isn’t Where Your Audience Is… That’s Just Saying “Our Audience is Online” Via Hootsuite
  • 74. Discover Your Audience’s True Sources of Influence – Market There
  • 75. Not the Most Followed X… But the Sources of Influence Most Followed by Xs vs. 22% of food bloggers follow Foodista
  • 76. It’s Hard to Get This Data, but Surveys & Interviews are a Good Start Via Typeform
  • 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
  • 78. 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 
  • 79. 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
  • 80. When I have a low engagement post, my next post has a harder time reaching a big audience.
  • 81. When a post gets high engagement, FB boosts the reach of my next post (unless it starts to show poor engagement)
  • 82. In this way, Facebook (& Twitter, Instagram, LinkedIn, etc) reward high engagement streaks and makes accounts w/ low engagement invisible.
  • 83. 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?
  • 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 earn brand exposure & new followers High engagement, non- promotional post
  • 85. 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
  • 86. 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
  • 87. 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
  • 88. 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
  • 89. 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
  • 90. Spray+Pray Outreach Leads to Reputational Damage (for both brand & social/email/search algos)
  • 91. Human, Targeted, Story & Values-Driven Outreach Wins
  • 92. 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
  • 93. First: Organic + Brand; Then: Ads + CRO If you’re not yet known, liked, & trusted, ad ROI sucks.
  • 94. Via Wordstream New to a market? This happens. Known & loved? Welcome to Profitville.
  • 95. 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
  • 96. 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
  • 97. Rand Fishkin | Founder & CEO Thank You!