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The Answer to the Quality vs. Quantity Marketing Question

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The Answer to the Quality vs. Quantity Marketing Question

This debate seems to be as old as the concept of sales…and many things in life, but we will keep it to sales and marketing for the purpose of this article.

Many I speak with will fall solidly in the “quality” camp. In fact, I guess that for many of you reading this, your answer might be quality. Some of you might answer “both” just because you know me and how I like to set up a topic.

But, deep down inside, we probably think about quality as the winner of the debate.

…and to a large extent, there is truth to this.

That said, if you’ve “grown-up” in any serious sales environment, you may sit on the other side of the equation. And while you may not agree with anything else he ever said, you might think that Joseph Stalin was onto something when he stated, “quantity has a quality of its own.” 

When I started my sales career 25 years ago, I worked for Morgan Stanley Dean Witter. In that environment, you were handed a phone book, sat down in front of a phone, and told to start dialing—often with no training other than what you picked up during licensing. If you’ve ever seen the movie Boiler Room, you have a good sense of my early days. The premium was on quantity, not necessarily quality.

This, too, was a practical approach. That was then. What about now?

The Debate Is Wrong

1646105451 488 The Answer to the Quality vs Quantity Marketing Question

The debate about quality versus quantity is wrong. You can’t possibly decide on one versus the other in the discussion. Ultimately, as you may have suspected, you need both—and one other element I’ll mention shortly.

So, why do you need both quantity and quality?

Many of you have worked with some sort of email marketing. How effective is it to send just one email to the database? Not very. What if it is a perfectly crafted email written by a resurrected Ogilvy or Collier? Still not very successful. And, realistically, how many of us consistently maintain an open rate of 100%? One immaculately constructed email simply isn’t going to reach everyone. 

You could say the same about our approach to content on social media. What are your chances of going viral with one post and suddenly putting yourself on the map? It could happen, but I wouldn’t bet on those odds, no matter how good the video is—even in a world where a 10-year old makes $55 million a year on YouTube. 

So, let’s apply this to your sales efforts. What if you were to reach out to a handful of people every few months with a top-quality value-laden message? Either you get lucky, or more likely, you end up with nothing. And yet, for many agency owners and solopreneurs I speak with, this is their “sales plan.”

Here is what I see frequently happen with salespeople and business owners alike. You put some effort into your prospecting or, more often, get a referral or two. You catch a few wins along the way, and then suddenly you are busy, and money is coming in. 

Are you still prospecting? Probably not.

And therein lies the issue with the debate about quantity over quality. You need both, and it is missing a critical factor in the equation—sustained effort.

There are few overnight successes. Many reading this article are familiar with Gary Vaynerchuk. We know him as a super-successful guy with a massive following on social media. But he regularly talks about the fact that it took hundreds of videos before he had any meaningful traction.

I ran a video series for a couple of years, RightMind Mashup, and I shot 22 straight weeks of video before someone mentioned they had seen any of them. It was my brother-in-law. And while I love him, he isn’t exactly my ideal customer. It wasn’t until week 36 that I closed a sale due to the videos. 

At this point, I’ve generated over $900,000 in sales from that series, but it took sustained effort and ultimately more than 70 videos. I had quality content. I needed quantity to start making a difference. But, the driving force for both elements was sustained effort.

Success Formula

Beyond needing both quantity and quality, you must give some thought to the ratio of each factor. It looks something like this:

Quality + (Quantity/X) x Sustained effort = Success

I know. Algebra might not be your favorite subject. Oddly, it was one of mine, but I digress.

The divisor, X, in the equation indicates that you need to adjust the quantity to sustain the quality. What do I mean by that?

There is no question that it is challenging to keep up a high volume of quality content over a sustained period. Unless you have a content team, it might be nearly impossible to produce content as you continue to run your business and manage clients. So, you have to adjust the quantity to sustain the quality.

When someone joins my mastermind group, they often talk about how they want to produce content every day to help boost their business. For most, this isn’t realistic. 

Writers know all about “writer’s block.” Musicians have similar issues. I would imagine that every “creative” out there suffers from this at times. Trying to go from zero to daily content on a social media platform is a recipe for frustration and burnout, or at a minimum, a reduction in quality.

So, adjust the quantity so you can sustain the quality.

The same formula holds for your sales efforts. Keeping up a high volume of quality sales calls (applies to all communications: email, messenger, texts, etc.) over time is challenging if you don’t have a salesperson. As an aside, I caution business owners against hiring a salesperson too soon. They are expensive, and unless you have a rock-solid, documented sales process, you are throwing good money after bad results.

When referring to quality in your sales calls, this involves more than what you say. While that is important, most of your success depends on your consistent follow-up with prospects. Pre-pandemic, the average salesperson—and, if you are a business owner, you are a salesperson—followed up with prospects twice. In 2021? Once.

According to Hubspot, the number of calls needed to reach a prospect increased from 8 pre-pandemic to at least 18 calls since 2021.

Conclusion

In short, the quality of your sales depends on the quantity and sustainability of your follow-up. The third element, sustained effort, is the multiplier that defines the length of your success in the market. 

As buyer behavior continues to evolve, our sales efforts must adapt. As a young investment guy, I could get away with the quantity approach because this is how everyone did it, and no one had Caller ID. Buyers today educate themselves online, screen calls on their mobile devices, and work from home. These circumstances change everything about how we approach prospects today.

Rather than engaging in a debate of quality over quantity, continue to maintain quality with forward sustainability —this is the key to your long-term success in business.

Rather than engaging in a debate of quality over quantity, understand that you need both in a way that you can sustain long-term. This becomes the formula for future success.


1646105451 51 The Answer to the Quality vs Quantity Marketing Question

Dominic Cummins

Founder of RightMind, Inc. Dominic helps leaders and entrepreneurs find and fulfill their purpose.

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YouTube Ad Specs, Sizes, and Examples [2024 Update]

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YouTube Ad Specs, Sizes, and Examples

Introduction

With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.

Types of YouTube Ads

Video Ads

  • Description: These play before, during, or after a YouTube video on computers or mobile devices.
  • Types:
    • In-stream ads: Can be skippable or non-skippable.
    • Bumper ads: Non-skippable, short ads that play before, during, or after a video.

Display Ads

  • Description: These appear in different spots on YouTube and usually use text or static images.
  • Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).

Companion Banners

  • Description: Appears to the right of the YouTube player on desktop.
  • Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.

In-feed Ads

  • Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.

Outstream Ads

  • Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.

Masthead Ads

  • Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.

YouTube Ad Specs by Type

Skippable In-stream Video Ads

  • Placement: Before, during, or after a YouTube video.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
    • Action: 15-20 seconds

Non-skippable In-stream Video Ads

  • Description: Must be watched completely before the main video.
  • Length: 15 seconds (or 20 seconds in certain markets).
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1

Bumper Ads

  • Length: Maximum 6 seconds.
  • File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
  • Resolution:
    • Horizontal: 640 x 360px
    • Vertical: 480 x 360px

In-feed Ads

  • Description: Show alongside YouTube content, like search results or the Home feed.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
  • Headline/Description:
    • Headline: Up to 2 lines, 40 characters per line
    • Description: Up to 2 lines, 35 characters per line

Display Ads

  • Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
  • Image Size: 300×60 pixels.
  • File Type: GIF, JPG, PNG.
  • File Size: Max 150KB.
  • Max Animation Length: 30 seconds.

Outstream Ads

  • Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
  • Logo Specs:
    • Square: 1:1 (200 x 200px).
    • File Type: JPG, GIF, PNG.
    • Max Size: 200KB.

Masthead Ads

  • Description: High-visibility ads at the top of the YouTube homepage.
  • Resolution: 1920 x 1080 or higher.
  • File Type: JPG or PNG (without transparency).

Conclusion

YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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