Beyond Google: How To Attract Relevant Traffic Through Diverse Channels - Ross Simmonds
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Many of us spend a disproportionate amount of time focused on generating traffic from Google and AdWords. We pray that our featured snippets lasts forever and hope that our competitors never outrank us. In a world where SERPs are quickly changing and algorithms are wiping out entire business models, it’s becoming important for marketers to embrace a diverse set of channels for traffic and attention.
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Beyond Google: How To Attract Relevant Traffic Through Diverse Channels - Ross Simmonds
- 1. BEYOND GOOGLE: How To Attract Relevant Traffic Through Diverse Channels Ross Simmonds @TheCoolestCool
- 2. I HAVE A CONFESSION TO MAKE
- 5. HERE COMES MY BUTTER HALF…
- 7. THE BRAIN FOCUSES ON PARTICULAR ASPECTS OF SOUND IN A SEA OF NOISE…
- 8. THE INTERNET IS THE LOUDEST COCKTAIL PARTY EVEEEEERRRRRRRRRRRRR
- 9. AND IT’S ALL OUR FAULT!
- 11. AND THE WORLD HAS LISTENED
- 15. YOUR SKIN…
- 18. IT’S BECOMING MORE AND MORE CHALLENGING TO WIN AT THE GAME OF DIGITAL MARKETING
- 24. HOW DO I GIVE MY CONTENT MORE LIFE? DISCOVER. CREATE. DISTRIBUTE.
- 26. Discover The Interests Of Your Audience
- 27. Discover The Interests Of Your Audience
- 28. Fashionable Mothers Groups Popular Page Likes
- 29. Discover Facebook Groups That Are Relevant To Your Audience
- 30. Find Facebook Groups Relevant To Your Audience & Share Your Content
- 31. Journalists Are Joining Facebook Groups For Stories!
- 32. REMEMBER:
- 33. Create Your Own Industry Centric Facebook Group
- 34. Discover Graveyard Facebook Pages @TheCoolestCool #WAQ19
- 35. Discover Graveyard Facebook Pages That’s 10 cents a like!
- 36. STOP SLEEPING ON FACEBOOK…
- 37. REMEMBER:
- 38. DISTRIBUTE YOUR CONTENT IN THESE COMMUNITIES! Via @RandFish, MozCon 2016
- 39. Discover Niche Communities Hacker News Old School Forums
- 40. Discover Communities On StackExchange 100M Monthly Visitors
- 41. DISTRIBUTE YOUR CONTENT WHERE YOUR AUDIENCE IS SPENDING TIME @TheCoolestCool #WAQ19
- 42. Discover Questions + Distribute Answers
- 43. REMEMBER:
- 44. YET… Marketers are still terrified of Reddit. @TheCoolestCool #WAQ19
- 45. People On Reddit LOVE Links
- 46. Discover What Subreddits Your Audience Want By Using Site: Domain.com @TheCoolestCool #WAQ19
- 47. Discover What Content Audiences Want By Sorting By “Top” Posts
- 48. Distribute Content With Subreddit Focused Advertising
- 49. REMEMBER:
- 51. Discover Relevant Slack Channels: slacklist.info @TheCoolestCool #WAQ19
- 52. Medium Is The New Guest Blogging Mind Shift: It’s Not About SEO, It’s About Reach
- 53. Discover Medium Publications You Can Also Contribute To @TheCoolestCool #WAQ19
- 54. Find The Best Publications: TopPub.xyz @TheCoolestCool #WAQ19
- 55. Find The Best Articles: TopMediumStories.com @TheCoolestCool #WAQ19
- 56. BRUH. WHAT’S RIGHT FOR ME…
- 57. REMEMBER:
- 58. THERE’S ENDLESS OPPORTUNITIES Submit Links | Comment On Questions | Run Ads In Subreddits Host An AMA | DM Relevant Users Find Communities| Share Content | Add Value To Conversations Publish Blog Posts | Answer Questions | Run Ads On Topics Share Content | Share In Groups | Run Ads | Buy Pages or Groups Share On Pages | Share via Chat Bot | Answer Questions In Groups Share Content | Share In Groups | Share On Pages | Share As Comments Promote With Video Content | Republish As An Article | Slideshare Deck GET MY DISTRIBUTION CHECKLIST: RossSimmonds.com/DistroPack
- 60. START LAYING THE BRICKS YOU’LL NEED TOMORROW TODAY @TheCoolestCool #WAQ19
- 61. Education is the passport to the future, for tomorrow belongs to those who prepare for it today. - Malcolm X @TheCoolestCool #WAQ19
- 62. GET ALL MY DISTRO HACKS: RossSimmonds.com/DistroPack YOU BUTTER BELIEVE IT…
Editor's Notes
- I have a confession to make… This is something that I’ve carried with me for many years. It’s something that has haunted me since I was a kid. It’s something that made my time in University a bit challenging… And it’s something that has influenced my career, relationships and even my experience here with you at this event….
- You see.. As much as I love going to events like this… As much as I love going to the after parties and networking portions… I often struggle with a simple element. You see I’m a wanderer. And by wanderer… I don’t just mean that one moment when I was 5 years old and got lost at the local fair and I grabbed the hand of a complete stranger and was gone missing for 30 minutes… No. No.. I’m not talking about that. You see, I’m a wanderer as it relates to information. As an example, a few weeks back I was at a marketing event and me and another gentlemen were discussing the future of Video and its role in marketing. And we were discussing the future of vertical video and how it was changing the way we consume video content on our devices. And while I love marketing and talking about this stuff… After a few hours.. My brain wanders. In this conversation, my brain wandered when I heard a more interesting conversation happening just a few feet away…. A Conversation about...
- BUTTER! These people were talking about whether or not you should keep your butter in the fridge or on the counter. Riveting!!!! Right… It's not groundbreaking by any means but I was enthralled… My brain completely blanked out on this dude talking about video and was completely focused on this other conversation about BUTTER…. BUTTER… To the point in which… When my wife who happened to be with me at this event got back… I introduced her as..
- MY BUTTER HALF…. Now… This WAS a bit embarrassing… So I decided to Google what in the world was going on… And it turns out.. That this ability is something that all of us have but we often don’t even think about. It’s our ability to focus on a single conversation or a single flow of sound amongst chaos – It’s something that scientists have been studying for quite a few years. If you’ve ever been to a bar or a pub… And the music is EXTREMELY loud… But you’re able to focus your hearing to a specific sound or a specific conversation – That’s what this ability is all about. Some of us have more control over it than others… It’s what Scientists Call…
- The cocktail party effect. The actual neurological breakdown of how this happens is still not fully understood. It’s a concept that has yet to truly be understood but is something that I promise you, you’ll find yourself doing at some point during this event. You’ll be talking with someone and over hear a conversation that you really want to be apart of and after a few seconds of listening you realize that you haven’t heard a thing the person of you has been saying. In many ways, it’s a super power.
- We’ve all been there. You’re at a networking event. A wedding. A cocktail party… And you’re able to focus on one conversation with someone or eaves drop on the conversation happening a few feet away while blocking out the other noises. Well here’s the thing…
- The Internet Is The Loudest Cocktail Party EVER!!! And what makes it worst is that it’s not about sound… It’s about attention. And between notifications, emails, tweets, blog posts and the countless amount of dings and dongs coming our way – It’s becoming more and more challenging to find what you want, when you want it…. It’s also becoming more challenging to get your website, stories, content and message in front of the right people. And I’ll be honest..
- IT’S ALL OUR FAULT… We Created This Mess!
- We’ve all been running around telling the world to create more content, write more content, BUILD MORE CONTENT…. We’ve Proclaimed At The Top of The Roof Tops: Content Is King.
- And the world has listened to us… The world has taken our message and created millions and millions of pieces of content. We live in a time where it’s become impossible to keep up with all the information being thrown our way… Sometimes… I open up my phone… Tap Twitter and it INSTANTLY feels like I’m drinking out of a fire hydrant… The FLOW of Blog Posts, Rants, Cat Photos & CovFefe IS TRULY OVERWHELMING…. And like I said… I Blame Us. Because a lot of us have fallen into a trap. A trap that could’ve been avoided… We fell into the trap of a thing I like to call CREAM… Shout out to Wu-Tang…
- CREAM stands for: Content Rules Everything Around Me… And this belief… This idea… This concept of “Create Content & Success Will Follow” – It’s my hope to kill that idea right here, right now. And as someone who runs a Content Marketing Consultancy – This might seem blasphemist to say. But…. The writing is on the wall that we need to change our thinking. Don’t get me wrong. I still believe that content is an important part of the marketing mix. But what I’m saying is that the things that you’ve done for so many years to get you here – Are quickly going to go to the wayside and have little impact in getting you where you want to be 10 years from now… Evidence?
- Check this out – Google is now showing side by side product comparisons directly in the SERP. So you know that comparison page you developed, it’s going to get scraped by Google and delivered into search. Yes… Even B2B. This is just the beginning.
- Oh… You think you’re okay because you have a niche affiliate site site? Wrong. Google is coming for you too. They’re placing books above the fold… You might be thinking: But what if I write great content? They’ll serve that up for people to find!
- The same happens when you’re looking for foods that can improve your skin! Google is saving you a click! Why would I go any further when there’s my answer?
- Job Listings… Another great example of the shift that’s happening. Google is displaying job listings directly in search! This is insane.
- Looking for the difference between Quarts and Granite? That blog post you wrote wont cut it... Greedy Google has become a destination. Greedy Google is coming for your content. Greedy Google is turning into a place to find answers not just be directed to them.
- Here’s the thing… This might hurt feelings. Google cares more about shareholder value than they care about you getting a backlink from a DA60. Greedy Google is going to make your job harder before it makes it easier. But they're not the only ones.
- Flip-Flop Facebook is playing similar tricks. Content being shared on Facebook is at an all time high.
- But the engagement is at an all time low... Their ability to convince all of us to pay to get tons of fans on our pages and then flip flop to making us pay to reach the fans we already got is the flip flop I've ever seen...
- Content Is No Longer King…. Yes, it has a role.. But content has become common. For many, content has become a commodity. If you’re investing in great content, congratulations – You’re just like thousands of other companies. Of course, there’s opportunities to improve your content but what’s more important than anything is ensuring that each content reaches the right people. How can you do that? By embracing the new king…
- Distribution. Today I want us to shift our focus to a new acronym. One that I call...
- The Dream. Where Distribution Rules Everything Around Me. It’s time for the industry to embrace the idea of DISCOVERING diverse channels and being aggressive at distributing their content. This philosophy really came home for me when I was reading the LEAKED New York Times Innovation Report. For years, NYT was in a great situation because they had their distribution locked into at home deliveries to millions around the nation. But as the internet disrupted their distribution model... Everything changed. And with it... Sites like BuzzFeed, Upworthy, Huffington Post and more began to get more and more traction.
- That’s what my goal is to show you. Today, I’m going to show you how to DISCOVER new channels & DISTRIBUTE your content effectively. These are some tried and tested methods. And there’s a lot here… Some Gurus will tell you to tweet your links and call it a day. Not me. I’m going to take you back to step one which is understanding who your audience is and what they’re actually interested in. What content do they consume? What brands do they follow? What magazines do they read? What newsletters do they subscribe to? What forums are the browsing… And from there, I’m going to show you a handful of different channels and opportunities that exist for you to be more effective at giving your content wings. It’s my hope that this talk will give you two things: (1) an insight into the value of distribution and (2) some insight into the process for discovering distribution channels that your competition has ignored. All of these questions should be answered and one of my favorite places for getting this stuff started is…
- Facebooks Audience Insights Portal. It’s a section on Facebook where you have the ability to gain insights into any audiences behavior, interests, demographics and psychographics. You can dig deep into uncovering everything from the type of people who follow a specific Facebook page. For example, if a brand like Vice approached you and said you should advertise on their Facebook page, Audience Insights will show you the location of their fans, the age, the gender and other pages that they follow. If you want to determine if a specific group likes Butter more than they like Margarine -- You can figure that out too! It’s a great research tool..
- For this example, I decided to dig a bit deeper into the interests of people who were listed on Facebook as fathers. The insights here would help me better understand what type of content I should be creating while also looking for media resources that could act as distribution channels. For example, I can quickly see that these individuals are more likely to follow NFL & UFC – Okay, that’s going to be an expensive ad unit but let’s look deeper AHHh… Bud Light & Dos Equis – I guess Dads don’t like good beer….
- Trying to reach people who live in a specific location? You can also see what Media/News sites they follow… This offers great insight that helps you craft a better understanding of places you can distribute content. Whether it’s through outreach to get press or a podcast worth sponsoring – The opportunities are here.
- One thing I love about FB Audience insights is its ability to uncover niches. You've likely heard the saying: There's riches in the niches. Couldn't be more true. As an example, when I looked at Mothers – I came across a page that I had NEVER SEEN BEFORE – This page MEAWW has 12M followers! Some of these pages you would never uncover without FB Insights. Think about your target audience and create an audience segment from scratch or upload a mailing list to gain data from that… Use this to be smarter with your targeting and smarter with the content you develop. But these aren’t the only places to find great people…
- Facebook Groups Are ALSO a great channel for brands to look at as an opportunity to find their audience. Last year, for the first time 1 billion people used its Groups feature in a single month to explore share interests. That number is continuing to be on the rise as more people are joining groups, building relationships and generating results for their business. When you think about distributing your content, you should consider using Facebook Search to uncover communities where people are spending time discussing topics of interest. If you’re trying to connect with people who run SaaS companies, then a quick search on Facebook will show you a list of SaaS groups worth joining…
- There’s also a Discover Section within Groups that lets you sort and find the various Facebook Groups that might be interesting to you and your audience. Dive into this by looking through the categories and tags that are relevant to you and join the groups that are relevant. As you join these groups, you will have the ability to share your content in them when it’s appropriate and drive the right people to your content because you know that these groups are relevant to you. Now… If you’re in an industry or targeting an audience that is making it challenging to find a group – That’s no issue!
- Journalists are joining Facebook Groups too! So when you talk about getting press and generating links from top sites. Facebook Groups also have journalists, bloggers and reporters in them using the community to find out what content is interesting and what stories are worth writing about. In this example, I discovered a handful of my audience – Tech Entrepreneurs – Joining this group about bots. Then I saw someone ask a question about the future of Chat Bots – It just so happened that I was working with a new Chat Bot company and this was an opportunity to get them some love. So I wrote a response to their question on Quora and shared it in the Facebook Group… Within a couple weeks, I was contacted by someone who ran a Chatbot Magazine (yes, these things exist) and a journalist for VentureBeat – They both wanted to republish the story. Discover Your Audience. Distribute Your Content…. Side note – If you haven’t seen the movie: Ex Machina – Check it out. So Good.
- UNDERSTANDING YOUR AUDIENCE. It starts by understanding their habits and their behaviors…. The fundamentals of content are still important… Embrace them but don’t crown them KING…. Because the competition you’re up against isn’t just the person sitting next to you at this event…
- Create your own! If you want to connect with people who run a Shopify Store – Create Shopify Groups. If you want to connect with people who love cars – Create a Car Group. If you want to connect with Etsy sellers – Create an Etsy Group. If you want to connect with people who love BUTTER – Create a Butter Group. Invest time in building another channel for connecting with your audience…
- Another great opportunity that Facebook can uncover is Graveyard Pages… Facebook pages have been around since 2007… And in the early days of Facebook, it was very easy to create a massive following. What’s also interesting is that some of these pages that have generated thousands or even millions of Likes – Are no longer actively being managed by the person who created it back in 2008 or 2007… As a result, many pages have not been updated for months. This is what I call a Graveyard Page… It’s an account that has an engaged and interested audience but doesn’t have an active manager or admin. When you find these accounts, you want to see if they have an email listed on the page and if they don’t, you want reach out directly. The reason? You want to take over their accounts so you can distribute your content on their feed and reap the benefits of their early movers position on Facebook. Here’s an example of a dialog that took place between me and a page with 30,000 highly targeted followers.
- So we negotiated.. I reached out asking if he minded passing it along… He said he’d sell it.. I asked for some traffic.. Figures.. It turns out – He also had a website and an email list… From there, I asked if he’d lower the price… And CHING CHING… he dropped by $2k… I’ll take it. 10 cents a like.
- If you’ve been using Your Cocktail Party Effect Powers for the last few minutes because you’re in B2B and you don’t believe in Facebook I’ve got something for you. Check out this stat. When ComScore asked B2B Decision Makers Where they spent the most time – Facebook was the winner without any competition. More than 700 MINUTES each week were being spent on Facebook… In comparison to 160 on Google… 74 with CNN and 28 with LinkedIn… Crazy…. I KNOW. If you’re in B2B and Facebook isn’t a part of your marketing mix yet – Wake UP! You’re missing out. I’ve been seeing some amazing returns and IMO it’s going to be taking a run at LinkedIn as the “professional network” within the next few years.
- Nearly 23% of all traffic from Google go to these sites… Look at the three sites I’ve highlighted! They’re all COMMUNITY BASED. You can find communities on all three of these sites talking about your products, your industry or on topics that you can associate your brand with to generate traffic and visits.
- My Next Recommendation is to FIND NICHE communities… No matter your industry, there’s probably a niche community (or two, or many) where your target audience hangs out. People may think forums are dead, but in reality, they’re very much alive. Thousands of people from different industries visit online communities every day to have conversations with their peers, whether it’s in a health care forum or a marketing forum. You can find these communities by conducting a search on Google or even Quora. For B2B brands looking to connect with marketers, the most popular forums are Inbound.org and GrowthHackers.com. In the startup community, HackerNews and ProductHunt are both well-known communities for investors, founders and product people. For other industries, you can rely on sites like Reddit or Stack Exchange to have subsections filled with people talking about their passions. And THERE’S EVEN A SEARCH BENEFIT…
- Take Stack Exchange for example. It’s a network of 150-plus Q&A communities including Stack Overflow, one of the most popular sites for asking and answering questions about software development. In 2015, Stack Exchange generated more than 100 million monthly visitors as people from around the world discussed biology.. Information Security and COUNTLESS OTHER TOPICS… Like Stack Exchange, Reddit & Quora offers vast variety of subjects for people to discuss in designated sections of the site.
- Once you’ve discovered communities relevant to your audience and your product, you can start distributing content that these communities will appreciate.
- For most marketers, Quora offers a great opportunity to inject your brand, blog posts, landing pages and resources into the conversation and drive real results for your business. Just to give you an idea of the potential reach: The Enterprise Software topic has more than 46,800 followers subscribed to receive updates and notifications when new answers are published on this topic. Quora is filled with questions that range from simple definitions to complex comparisons or insider information. To identify questions that are relevant to you, conduct a search in the Quora search bar using keywords that your audience would likely use. For example, if you’re selling sales services, you might want to search for CRM.. As you review the results, look for questions where you know you can deliver value. This is an important point because too many marketers make the mistake of going in to these conversations solely trying to sell rather than giving the community insightful, valuable answers. A great example of someone adding value to the conversation while still driving results for their business is Jason Lemkin of SaaStr Ventures. His Quora efforts are worth reading and emulating. For instance, when the community asks, What are some easy ways to increase sales? he provides this valuable and detailed answer…. The references to the SaaStr website are built into the answer but are not the focus. Weaving these articles into a helpful answer is a great way for Lemkin to drive more visits back to the SaaStr website and acquire emails for their newsletter. You should also note that this answer has generated more than 63,000 total views! That’s huge. Lemkin has embraced this idea of adding value on Quora through detailed answers to the point that he’s become one of the Most Viewed Writers In Sales. ----- Meeting Notes (17-06-03 20:39) ----- Remove the specific Software Topic quote
- UNDERSTANDING YOUR AUDIENCE. It starts by understanding their habits and their behaviors…. The fundamentals of content are still important… Embrace them but don’t crown them KING…. Because the competition you’re up against isn’t just the person sitting next to you at this event…
- Then there’s good ol Reddit. The channel that gives many marketers a bit of fear to just hear the phrase… I’m a huge believer in Reddit and have helped clients and taken my own brands to the front page many times… Sure, one tactic that you can try and cross your fingers that you don’t get banned is to simply submit your articles but that’s no guarantee. In fact, it’s highly frowned upon if that’s the approach you take time and time again as you try to reach the front page. But there is one simple trick that can help you get there.
- You can always place yourself in the community without creating content. On Reddit, you now have the ability to run advertisements that directly target specific Subreddits. For example, if you’re looking to acquire leads that are primarily freelancers, target freelancing-related Subreddits using Reddit advertising and deliver a resource that you know would be of interest… If you’re targeting mathematicians, target that subreddits.. And if you’re nervous about using Reddit as a marketing channel because of the potential backlash from users, turn off the comments on your ad. (I’d hope you would create content your audience would actually want, but if you’re nervous, that’s an option to save face.)
- It starts with DISCOVERY. Discovering EXACTLY what type of content that your audience wants on Reddit. You do this by sorting the content by Top Posts and looking at what type of content is being voted to the top. If you start to notice trends --- Keep track of them and reverse engineer what goes into a viral post for a specific subreddit.
- It starts with DISCOVERY. Discovering EXACTLY what type of content that your audience wants on Reddit. You do this by sorting the content by Top Posts and looking at what type of content is being voted to the top. If you start to notice trends --- Keep track of them and reverse engineer what goes into a viral post for a specific subreddit.
- You can always place yourself in the community without creating content. On Reddit, you now have the ability to run advertisements that directly target specific Subreddits. For example, if you’re looking to acquire leads that are primarily freelancers, target freelancing-related Subreddits using Reddit advertising and deliver a resource that you know would be of interest… If you’re targeting mathematicians, target that subreddits.. And if you’re nervous about using Reddit as a marketing channel because of the potential backlash from users, turn off the comments on your ad. (I’d hope you would create content your audience would actually want, but if you’re nervous, that’s an option to save face.)
- Another great channel to DISCOVER your audience is Slack Channels. These communities are like the ones we’ve talked about but live on Slack. Slack is typically used for ongoing communications amongst teams but has evolved into a place for communities as well. The site: SLACK LIST offers a handful of different Slack Channels that you can join. These different Slack Channels are FILLED with people talking about a specific topic on a regular basis… You can start to use these channels as another place where you can distribute your content and get it in front of your audience But more than anything…
- One claim that I’ve seen thrown around a lot is that Guest Blogging Is Dead. I disagree with that statement but also think Medium is a channel that can be looked at as a strong replacement. Medium is a website that has a handful of different publications. A publication is like a magazine and you can subscribe to it to see the content from a variety of different authors who contribute to that specific publication. Over the last few months, publications have taken off… And because of this – I’m pointing to Medium as a great channel for distribution. I’m not saying replace your blog with Medium – I’m saying USE MEDIUM as a distribution channel. It will manage notifying your subscribers for you when a post goes live. It will notify you when a post is trending. And some of these publications HAVE HUNDREDS OF THOUSANDS of people subscribed to them…
- For example – When I create a post, I don’t just publish it on my Medium account and call it a day. I look for publications with MORE followers, more subscribers and submit the content to their site for re-distribution. Why? Because now their audience is going to see my post… I’ve done this for articles on Chatbot Magazine, The Startup, Slack’s blog and many more.. Every time I’ve seen hundreds or thousands of claps and it’s all because I embrace that idea of DISCOVER – CREATE – DISTRIBUTE. So how can you find places to distribute?
- Check out this site: TopPub.xyz for a LIST of all the different Publications that exist on Medium. This is tactic that I’ve used time and time again and have found great success with. Whether it’s submitting content to the Official Slack Platform Publication or to Chat Bot Magazines – Both of these articles generated thousands of impressions and helped grow my mailing list. But it gets better...
- Once again – It’s time to be Sherlock Homeboy and review what type of content works well on Medium and ensure that the content you’re creating lines up with that. This site: TopMediumStories.com gives you the ability to see well… The Top Medium Stories to ensure that when you do craft a piece; you’re creating something great. Ok. That’s a lot.
- That’s A LOT OF WORK!... And you might also be thinking: BUT WHAT IS RIGHT FOR ME? I get it… Reddit. Medium. Facebook. Slack…. Where do I start?!
- You Start By Discovering Your Audience. Then… You Create Content Worth Sharing. Put on your Sherlock Homeboy hat to figure that out. And then you’re going to distribute, distribute, distribute… And sure… I get it. After pressing publish it might feel like there ARE TONS of things you can do.
- THERE ARE. You can submit links on Reddit. Share content in Slack communities. Answer questions on Quora. Share posts in Groups. And trust me when I said, this is just the tip of the iceberg. If you want an even more comprehensive list; download my distribution checklist… It’s filled with even more ideas at RossSimmonds.com/DistroPack But REMEMBER – The opportunities are endless because…
- The competition is endless… You’re competing with the MILLIONS of new companies who have heard marketers proclaim content is king and the thousands of new marketing startups. You’re competing with the content being created by SMBS, the blog posts by celebrities, infographics by researchers and memes on Twitter You’re competing with them all. So I push you…
- To start laying the bricks you’ll need tomorrow today…. Whether that’s putting your eggs in the basket for voice search… Or it’s creating your own channels like we talked about today…. Don’t get me wrong… It’s going to take a lot of work. It’s going to take a combination of both long term thinking and strategic direction with quality execution.
- So…. Throughout this conference… I push you to be open. Be open to… Embracing new ideas. Embracing new tactics. Embracing opportunities to generate traffic that go outside of your typical job description… Because that’s what it will take – In the coming months… Coming years for all of us to stay relevant. And I’m not talking just about brands… I’m talking about the industry as a whole. Is it going to be tough? No question. Is it going to be challenging? Without a doubt…. But when you look back and see the progress. When you see the success that you’ve been able to achieve by going one way while everyone else goes the next… And you ask yourself was it worth it… There’s gonna be one answer.
- You Butter Believe It… Thank You For Listening.