Connect with us

MARKETING

The One Thing Every Marketer Should Do

Published

on

the one thing every marketer should do

Marketers tend to be very reactive.

And it makes sense because every time a search engine or a social network changes their algorithm, we jump as marketers.

We are conditioned to be very reactive. Whether it’s your boss who is pissed that your traffic dips or even yourself… everyone hates when sales and income drop because of something you can’t fully control.

And even when you try to be proactive, you are probably planning ahead from a 3-month period to a year max.

But that’s not how you win. You win by making bold bets that take time and can’t be done in a few months or a year… you win by doing what your competition isn’t willing to do.

So how do you come up with these bold bets?

Advertisement

You unplug!

Here’s how I come up with my ideas

Once a year I try to unplug. Just like right now… as I am writing this, I don’t have cell reception and there is no WiFi.

I’m on a ranch in the middle of nowhere.

backyard

No matter where I look, there are no neighbors. All you have is nature in its rawest form. Just look at how the lightning kept going on for hours.

lightening

By unplugging and just being one with nature, you truly realize what’s important.

See, we all have problems and issues… especially in business. But how bad are your problems? Do they even matter in the grand scheme of things?

Advertisement

Look, I’ll be honest with you. I am not a big nature person… I’m actually quite the opposite.

I live in a modern, cold feeling house in a heavily congested city. I’m so OCD that I have a full-time cleaner come just because I’m afraid of getting dirty (seriously).

Heck, I won’t even go through airport security without having booties in my briefcase, just in the rare chance they make me take off my shoes. There is no way I can have my socks touch that dirty ground.

Yes, I am crazy when it comes to cleanliness and hygiene.

But even me, I go to places that are full of nature and wild animals… or in this case… cows, bears, deer, snakes, mountain lions, and more. Being there really helps put things into perspective.

Because when you aren’t surrounded by noise caused by us humans, it allows you to clearly focus and think about what’s important.

Advertisement

For me, spending 3 days a year usually does the trick.

It allows me to forget about the bullshit we all have to deal with on a daily basis and come up with ideas about what I need to do over the next 5 (or even 10) years to win.

I know that sounds like a really long time… and it is. But again, to win you need to think long term and make bold bets that your competition wouldn’t dare to copy.

Just look at what I did with Ubersuggest.

I came up with that idea a few years ago by disconnecting (just like I described above).

Companies like Moz would constantly post their revenue stats and their competitors decided to also talk about their financials. So while being disconnected, I came up with an idea on how I could win and the first step was acquiring a tool like Ubersuggest.

Advertisement

And since then I’ve executed a few of the steps in my plan, but I still have a long way to go.

Nonetheless, those steps have paid off. Just look at my traffic numbers.

traffic

So what I am going to do over the next 5 to 10 years?

I am going to turn SEO on its head again.

It hit me on this trip that we all have to go to sites like Ubersuggest, SEMrush, Ahrefs, or even Moz to get data.

But why is that?

It’s not natural in our workflow. Wouldn’t it just be easier to see this data as you browse the web?

Advertisement

When you search Google for any query you can use browser extensions like Keywords Everywhere to get some data or SEOquake or the Mozbar… but what you can’t get is that Ahrefs or SEMrush experience when you are just on a Google Search results page.

What will that look like? I have no clue yet, but I will figure that out over time.

Will that kill the traffic I generate to Ubersuggest over time?

Yes!!!!!!

But that is what needs to be done. I obsess about providing an amazing experience to my audience, even if that will kill off my existing business.

And no, that won’t take 5 years to do… I will probably do it over the next 6 months. I will first roll out a basic plugin like Keywords Everywhere and, eventually, I will add the functionally so you can get that type of Ubersuggest or Ahrefs experience right on Google or on your competitor’s site.

Advertisement

What will happen over the next 5 years though, is that I will be able to build something that gets you more traffic. Just like a light switch. Something that simple.

Why can’t we automate most of our marketing tasks? Why does SEO have to be manual when I can add a piece of JavaScript to a website and automate most of it? Why do I have to send out a blog post every time I release a new post or a push notification?

It should all be automated.

And no, I don’t mean in a templatized way. I manually send out emails every time I write a blog post because I know I can write custom copy that generates a 30% open rate and a high click rate.

email

But again, it should all be automated. And not just for English based sites, it should be done on a global level and work for every site in any language or country.

So how can you figure out what to focus on?

You may not be able to disconnect like me and spend the money that it costs to go to a ranch in the middle of nowhere.

Advertisement

And that’s fine… you don’t have to.

When I first started off, I didn’t have the resources or money, and I did just fine within my constraints.

For example, roughly 5 years ago I came up with the concept that I needed to go after global markets and compared to any of my competitors in the digital marketing realm, I’ve crushed all of them when it comes to global marketing.

Most of my competitors just translated their site or translated some of their content. Me on the other hand, I have 7 offices and teams in 18 different countries. And I’ll continue to expand so I can keep beating my competition when it comes to grabbing international attention.

But that idea didn’t come to me when I was in nature, being disconnected.

At that time, I was in my condo in the middle of Seattle and I disconnected my Internet for a few days.

Advertisement

Before I disconnected my Internet, I went and got food so I didn’t have to leave my house, and then I turned off all my gadgets… from my TV to phone and anything that was a distraction.

It worked well because now only 18.89% of my traffic is from the United States compared to 57% before I started to expand globally.

regions

In other words, you can disconnect no matter where you are. You just literally have to disconnect your router, turn off your phone, and unplug your TV… it really is that simple.

If you do that for a few days, you’ll start realizing what is important and what isn’t. You’ll be able to strategize and start thinking more long term.

Conclusion

The key to winning long term isn’t by being reactive every time there is an algorithm update or even proactive and preparing for each algorithm update.

Because some of those things are simply out of your control.

Advertisement

Instead, you need to think long term and how you can disrupt your market to make a long-term bet that your competition isn’t willing to make.

Nike wasn’t built by SEO.

Airbnb wasn’t built through paid advertising.

American Express wasn’t built through social media marketing.

Tesla wasn’t built through content marketing.

Doing something disruptive or better than the competition is how you win.

Advertisement

Ubersuggest gets 1,668,233 visitors and 9,136,512 page views a month from people just coming directly. Not through SEO, marketing, or anything like that… I just focus on the future instead of being reactive.

That’s how I win.

Now, the real question is, how are you going to win?

Neilpatel.com

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

MARKETING

Trends in Content Localization – Moz

Published

on

Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

Source link

Advertisement
Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

How AI Is Redefining Startup GTM Strategy

Published

on

How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

(more…)

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

More promotions and more layoffs

Published

on

More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

Advertisement

Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

PX3zocqNZfzMbWNEZhW9dZnAgkdPrLW8fjkrbVrcEkrNJpJiXrVKkjlQ0Tzuj8YKh Ht9HTEvmxDDt0ZsntfYiZHS0NJ7zEZ 6yMT3OjZajbaXBFV1D2Pk5euJeHKdRuzOzM5ZUxwNtsVNaiIbNrd Q

Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

FIHUBtZJfK3IzbyZl C6WXBPTE64Gzg1URDzQUXCrD8YkAPZS7mmjpmAAiuhhheJUE4dGVcn6e9XW87ogLVz0Ya4rqHwB8WfXTHS W0hRW7yEdr2bQNjlTwnXvNhMv9NZ092pq1ws7lu DYqLV8i6fcFIHUBtZJfK3IzbyZl C6WXBPTE64Gzg1URDzQUXCrD8YkAPZS7mmjpmAAiuhhheJUE4dGVcn6e9XW87ogLVz0Ya4rqHwB8WfXTHS W0hRW7yEdr2bQNjlTwnXvNhMv9NZ092pq1ws7lu DYqLV8i6fc

Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

Advertisement

Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

Get MarTech! Daily. Free. In your inbox.

Source link

Advertisement
Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending

Follow by Email
RSS