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Building Influence in 2019

The document discusses the evolution and current state of influencer marketing and digital advertising, highlighting the need for marketers to adapt their strategies as audience engagement changes across platforms. It emphasizes the importance of focusing on where and how audiences interact with brands, utilizing various forms of media and marketing approaches, such as content creation and social engagement. Additionally, it explores the challenges posed by search algorithms and the competitive landscape, suggesting that marketers should prioritize authentic engagement over mere visibility.

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Rand Fishkin | Founder & CEO Building Influence 2019 As web marketing undergoes its biggest shift in a decade, how we impact audiences needs to evolve.
Bit.ly/sparkinfluence2019
Influencer Marketing Discover all the sources that influence your audience. Do marketing (of all kinds) in those places. 2012
Influencer Marketing Pay half naked people on Instagram to post a photo with your product. 2019
Why is Influencer Marketing Getting All the Attention? ViaGoogleTrends
And So Much Investment? ChartviaMediaKix *EstimateviaMozcirca2018 For comparison, SEO spend globally is ~$20-30B*
IMO, Data Like This Creates Irrational Bias ViaPew Instead of “Where are *our* customers?”, Too many marketers ask “Which platform’s biggest?”
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
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
ViaPew, Journalism.org,eMarketer,Statista Reality Check:Attention & Influence Happen Everywhere
• Desktop devices average ~800 distinct pages viewed per month • Mobile devices averaged ~300 distinct pages viewed per month • Slight decrease in mobile browser pageviews over time (possibly cannibalized by apps) • In March 2019, users viewed 2,350 unique pages on desktop and 680 unique pages on mobile (monthly counts in the graph count multiple visits to the same URL per month as 1) 0 150 300 450 600 750 900 Avg.#ofPageViews Average Distinct Pages Viewed Per Device by Month Mobile Desktop Despite the Growth ofApps & Domination of Big Tech Monopolies, the Web Remains a Vibrant, Diverse Ecosystem
Where Should We Do Influence Marketing? Wherever Our Audience Engages. No “r”
The Major Shifts Impacting Search, Social, Content, & Advertising And How Marketers Can Best React
Search
Here’s Why That Should Scare Web Creators…
Google Needs Growth, & It’s Not Coming From New Searchers (at least in developed countries) - 5,000,000,000 10,000,000,000 15,000,000,000 20,000,000,000 25,000,000,000 30,000,000,000 35,000,000,000 40,000,000,000 U.S. Searches by Month (web browsers only) Google Desktop Google Images Desktop Google Mobile Google Images Mobile
3 Theories of Plateauing Search Demand 2: Voice search and mobile apps are cannibalizing queries (e.g. Google Home, GoogleAssistant, and their SearchApp) 1: Google’s getting better at solving searches the first time (so searchers don’t need toperform more queries) 3: Alternatives to Google are taking market share (e.g. Facebook, Instagram, DuckDuckGo, YouTube, andAmazon)
Theory 1: Google’s Removing the Need for Multiple Queries on the Same Topic(s)
They Do This Through Web Result Replacements…
Content Scraping that Precludes a Click-Through
Giving Their Own Properties Preferential Treatment
And More Telepathic, Direct-to-the-Answer Results.
Theory 2: Voice Search & Mobile Apps Are Cannibalizing Queries ViaPerficientDigital’s2019Surveyof1,719people
ViaHigherVisibility’s2018Surveyof 2,017SmartphoneOwners Unfortunately, we don’t yet have real data, just surveys (which, historically, are poor representations of how people actually behave).
Theory 3: Alternatives to GoogleAre Taking Market Share - 10,000,000,000 20,000,000,000 30,000,000,000 40,000,000,000 50,000,000,000 60,000,000,000 Desktop Share of Searches by Month Google Google Images Google Maps YouTube Bing Yahoo Facebook Amazon Twitter Pinterest DuckDuckGo AOL Ask Wikipedia ViaJumpshot’sclickstream panelof10mm+devicesintheUS,browser dataonly(noapps)
- 500,000,000 1,000,000,000 1,500,000,000 2,000,000,000 2,500,000,000 Search Volumes by Month Under 2.5B Bing Yahoo Facebook Amazon Twitter Pinterest DuckDuckGo AOL Ask Wikipedia - 50,000,000 100,000,000 150,000,000 200,000,000 250,000,000 300,000,000 350,000,000 Search Volumes by Month Under 350M Twitter Pinterest DuckDuckGo AOL Ask Wikipedia ViaJumpshot’sclickstream panelof10mm+devicesintheUS,browser dataonly(noapps)
Amazon’s Searched ~1/30th as Much as Google, But… 50,000 500,000 5,000,000 50,000 500,000 5,000,000 GOOGLESEARCHES AMAZON SEARCHES Search Volumes for Top 1K Branded and Nonbranded Amazon Keywords on Google and Amazon (2018) Nonbranded Terms Branded Terms Nonbranded Avg Branded Avg nintendo switch laptop headphones kindle ps4 bluetooth headphones prime video external hard drive paper towels iPhone 7 case cbd oil water bottle iPhone charger food lingerie dog iPhone adidas aa batteries roku mens socks monitor christmas audible sheets
What About Search on Instagram? - 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 Instagram Hashtag Clicks by Month (Desktop) IG’s grown ~2.5X on desktop (at a time when desktop overall shrank). Still <0.1% of Google’s desktop search volume.
3 Theories of Plateauing Search Demand 2: Voice search and mobile apps are cannibalizing queries (e.g. Google Home, GoogleAssistant, and their SearchApp) 1: Google’s getting better at solving searches the first time (so searchers don’t need toperform more queries) 3: Alternatives to Google are taking market share (e.g. Facebook, Instagram, DuckDuckGo, YouTube, andAmazon) These two are probably happening. The third, not so much.
What’s Google Doing to Grow Ad Revenue? #1: Larger numbers of more subtle ads #2: More kinds of ads
Google’s Desktop CTRs March 2018 (US): Paid: 6.1% Organic: 65.3% No Click Searches: 34.7% *Note:Sumsaregreaterthan100%assomesearchersclickmultipleresultsperquery
Google’s Mobile CTRs September 2018 (US): *Note:Sumsaregreaterthan100%assomesearchersclickmultipleresultsperquery Paid: 9.5% Organic: 38.4% No Click Searches: 61.6%
How Do These Changes Affect Searcher Behavior? 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% Desktop Organic CTR, Paid CTR, and Zero Click Searches (2016-2019) Desktop Organic Clickthroughs Desktop Paid Clicks Desktop Zero Clicks Desktop Zero-Click Searches Up ~12% in 3 Years
On Mobile, Those Effects Are Magnified 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% Mobile Organic CTR, Paid CTR, and Zero-Click Searches (2016-2019) Mobile Clickthroughs Mobile Paid Clicks Mobile Zero Clicks Mobile Zero-Click Searches Up ~20% in 3 Years
Google’s 2019 ABCs: Biasing Visibility & Clicks to Paid Results Answering Queries in SERPs & Sending Out Less Traffic Competing Directly with Publishers (and ranking their own properties ahead of anyone else’s)
How Can Search Marketers React?
Four Ways to Mitigate Search Risk in 2019: 2) Focus on Marketing that Grows Branded Search 1) Influence Searchers On the SERP 4) Re-Prioritize Keyword Targeting to CTR% 3) Use Barnacle SEO When Google Won’t Rank Your Site
Control Your Brand with On-SERP SEO ID sites that rank in your space, & build profiles on them Claim Your Panels Leverage the Rich Snippets Google Offers
When KWs Show Aggregated Answers, Influence the Publishers Below to Get Listed To Get Into These… Get Mentioned + Listed In These
Double Down on Branded Demand Creation CrowdCow’s “Craft Beef” campaign: a book, web content, & events focused on growing branded demand for their unique product
If Other Sites Can Rank, But You Can’t; Use Barnacle SEO Every one of these sites enables user-submitted or guest editorial contributions
Shift SEO-Focused Content to KWs Google Is Less Likely to Cannibalize ViaAhrefs
Use CTR % Estimates in Your KW Research This metric uses clicksteam data to estimate the % of searchers who’ll click on the standard, non-paid, organic SERPs
Social
Social Follower’s Engagement Rates Have Fallen to Near-Zero ViaRivalIQ2019
IMO: 10,000 Instagram Followers < 100 Emails ViaRivalIQ2019
Social Follower Email Address Avg Engagement/ Post or Email Ability to Retarget? Reach on Other Platforms Ability to Get Audience Data Direct Outreach Possible? 20.81%* * Via Mailchimp Yes,Anywhere Yup. Tons. Yes. 1.73%* Onlyonthat Network Nope. Onlywhatthe networkgivesyou. No. * Via RivalIQ
Social’s Traffic is Still Paltry Compared to Search 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%
Though It’s Sending a Little More Traffic Than Before
Mostly, That’s FB Groups, Pinterest, & Instagram
Instagram Has Always Prevented Outlinking
Now They May Be Targeting the “Link in Bio” Via AgoraPulse AgoraPulse’s experiment found a 34% decrease in avg. reach when a post contained the phrase “link in bio” or similar.
YouTube Cuts Off Descriptions to Avoid Making Links Visible in the Default View
On Mobile… They Hide Them Entirely
Twitter & LinkedIn Bias Against Posts with Links Via MarginallyCoherent
And All of Them Push Content that Engages > Content That’s “Shared” Crazy high impressions… Relatively few retweets?
The tweets that engage people ON Twitter > high metric tweets that contain links 
How Can Social Marketers React?
Three Ways to Still Get Value from Social in 2019: 2) Use Social to BuildAudiences Who Know & Like You 1) Play to the Networks’Bias for High Engagement Streaks 3) Drive Branded Search & Clicks w/ Latent vs.Active Links
Engagement Streaks Rule Social Happy Dance! Sad Trombone.
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?
When I have a low engagement post, my next post has a harder time reaching a big audience.
When a post gets high engagement, FB boosts the reach of my next post (unless it starts to show poor engagement)
In this way, Facebook (& Twitter, Instagram, LinkedIn, etc) reward high engagement streaks and makes accounts w/ low engagement invisible.
To benefit from this system, use a formula like this: High engagement, non- promotional post High engagement, non- promotional post Promotion w/ CTA High engagement, non- promotional post These earn brand exposure & new followers High engagement, non- promotional post
To benefit from this system, use a formula like this: High engagement, non- promotional post High engagement, non- promotional post Promotion w/ CTA High engagement, non- promotional post These capitalize on your algorithmic reputation for high engagement, & earn direct traffic High engagement, non- promotional post
Using Social Effectively Builds Brand Familiarity This is all generic, not- actionable, next-to- useless advice 
To Build Brand on Social, We Need: 2) Content that is obviously connected to the brand 1) Content that earns high engagement & amplification 3) Content that creates emotional resonance (best done through compelling stories)
Use Latent vs. Active Links to Your Brand That’s what I’m talking ‘bout! That’s no so bad, either 
Content + Social = Awareness Awareness + Awesomeness = Conversion
Content
For 15 Years, Content Marketing Worked Great Like This…
Content Flywheel 2001-2016 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 Authority & Brand Recognition Earn Search & Referral Traffic Rank Higher, Get More Traffic
But, in 2019, Four Forces Work Against This Model #2 Demands for monetization and growth have pushed tech monopolies to become publishers’competitors #1 Search Engine & Social NetworkAlgorithms Have Become Winner Take Most Platforms #3 Amplifiers are overwhelmed by requests and more skeptical than ever before #4 Traffic quantity correlates less & less with conversions
How Can Content Marketers React?
How to Make Content Work in 2019 2) Build content like you build product, i.e. deliver unique value with a competitive advantage to a hungry audience 1) Find the intersection of what resonates with your customers AND their influencers 3) Use content to earn email subscribers, and drive conversions from there
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
The Most Visited Piece the NYT Ever Published? Dialect Quiz Map via NY Times Grabs you fast, then demands engagement Plays to the psychological desire for categorizing oneself & others Creates a viral loop (through sharing & seeing friends’ answers)
Content as Product This interactive piece from Typeform isn’t just “good content;” it delivers: Unique value Reference-worthiness A view into Typeform’s competitive advantage Rise of the Conversational UI via Typeform
Content → Email Subscriber → Conversion “A visitor who reaches us via search is 1/19th as likely to subscribe as one who comes in from a newsletter; a reader coming in from Facebook is 1/12th; and a reader coming in from Twitter is 1/6th.” -Nicholas Thompson, Editor in Chief Via Wired
VS. Visitor Email Subscriber Conversion ~2% ~10% Visitor Conversion ~0.2%
Visitor Conversion + Visitor Email Subscriber Conversion ~0.2% ~2% ~10% These are additive, not competitive!
Advertising
The Late Adopters Are Finally Crossing the Digital Marketing Chasm Via Geoffrey Moore These players have lots of $$$, entrenched brands, & are used to overpaying for untrackable advertising
Venture Dollars Are Also Flooding Ad Markets Via PWC/MoneyTree
Investment Dollars Aren’t Seeking Profits… Just Growth Via Statista
Ad Bids in Many Sectors Go Far Above What’s Profitable
Ad Costs Have Gone Up, While ROI Trends Down Via BusinessInsider
And Ad Tracking Getting Much Harder Which Will Reinforce Large Quantities of “Dumb Money” > More Trackable Advertising The concept of a 90-day look back window is a wrap. Retargeting beyond 7 days is dead. Effectively, for a sales cycle of any realistic length, the whole concept of attribution outside of last click is over. Via iPullRank
Influencer Marketing is Even Harder to Track Via Linqia
And Accountability is a Massive Issue 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.”
How Can Ad Professionals React?
First: Organic + Brand; Then: Ads + CRO If you’re not yet known, liked, & trusted, ad ROI sucks.
Via Wordstream New to a market? This happens. Known & loved? Welcome to Profitville.
If “Branding” and “Awareness” are your biggest goals… Measure that! Via Google Trends Branded Search *IS* a Measurable Number
The Most FollowedAccount(s) that Match a Keyword Search Traditional Influencer Marketing Seeks Out: The Most-ReachableAccount(s) that Match a Keyword Search OR But That’s Not Really What We Want…
Targeting on Audience Size > Audience Match 4mm followers Followed by 19% of profiles that frequently talk about “supercars”
What You Really Want: People & Publications YourAudience Engages With Most Followed by 16% of people who frequently talk about “Italian food”
What You Really Want: People & Publications YourAudience Engages With Most Small overall following, but reaches exactly who we want to reach!
How to Win at Digital Advertising in 2019 Step 2: Earn brand exposure through organic, social, content, SEO, events, & targeted brand marketing Step 3: Get >1 organic visit (or a social engagement) Step 4: Pay to advertise where your audience engages to those who already know+like you Step 1: Interview, survey, or use profile data to discover where your audiences engage (and with whom/what)
Influence Let’s Evolve How We Create Ready?
Rand Fishkin | Founder & CEO Thank You! Bit.ly/sparkinfluence2019

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Building Influence in 2019

  • 1.
    Rand Fishkin |Founder & CEO Building Influence 2019 As web marketing undergoes its biggest shift in a decade, how we impact audiences needs to evolve.
  • 2.
  • 3.
    Influencer Marketing Discover allthe sources that influence your audience. Do marketing (of all kinds) in those places. 2012
  • 4.
    Influencer Marketing Pay halfnaked people on Instagram to post a photo with your product. 2019
  • 5.
    Why is InfluencerMarketing Getting All the Attention? ViaGoogleTrends
  • 6.
    And So MuchInvestment? ChartviaMediaKix *EstimateviaMozcirca2018 For comparison, SEO spend globally is ~$20-30B*
  • 7.
    IMO, Data LikeThis Creates Irrational Bias ViaPew Instead of “Where are *our* customers?”, Too many marketers ask “Which platform’s biggest?”
  • 8.
    Potential Sources ofInfluence: 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
  • 9.
    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
  • 10.
  • 11.
    • Desktop devicesaverage ~800 distinct pages viewed per month • Mobile devices averaged ~300 distinct pages viewed per month • Slight decrease in mobile browser pageviews over time (possibly cannibalized by apps) • In March 2019, users viewed 2,350 unique pages on desktop and 680 unique pages on mobile (monthly counts in the graph count multiple visits to the same URL per month as 1) 0 150 300 450 600 750 900 Avg.#ofPageViews Average Distinct Pages Viewed Per Device by Month Mobile Desktop Despite the Growth ofApps & Domination of Big Tech Monopolies, the Web Remains a Vibrant, Diverse Ecosystem
  • 12.
    Where Should WeDo Influence Marketing? Wherever Our Audience Engages. No “r”
  • 13.
    The Major ShiftsImpacting Search, Social, Content, & Advertising And How Marketers Can Best React
  • 14.
  • 16.
    Here’s Why ThatShould Scare Web Creators…
  • 17.
    Google Needs Growth,& It’s Not Coming From New Searchers (at least in developed countries) - 5,000,000,000 10,000,000,000 15,000,000,000 20,000,000,000 25,000,000,000 30,000,000,000 35,000,000,000 40,000,000,000 U.S. Searches by Month (web browsers only) Google Desktop Google Images Desktop Google Mobile Google Images Mobile
  • 18.
    3 Theories ofPlateauing Search Demand 2: Voice search and mobile apps are cannibalizing queries (e.g. Google Home, GoogleAssistant, and their SearchApp) 1: Google’s getting better at solving searches the first time (so searchers don’t need toperform more queries) 3: Alternatives to Google are taking market share (e.g. Facebook, Instagram, DuckDuckGo, YouTube, andAmazon)
  • 19.
    Theory 1: Google’sRemoving the Need for Multiple Queries on the Same Topic(s)
  • 20.
    They Do ThisThrough Web Result Replacements…
  • 21.
    Content Scraping thatPrecludes a Click-Through
  • 22.
    Giving Their OwnProperties Preferential Treatment
  • 23.
    And More Telepathic,Direct-to-the-Answer Results.
  • 24.
    Theory 2: VoiceSearch & Mobile Apps Are Cannibalizing Queries ViaPerficientDigital’s2019Surveyof1,719people
  • 25.
    ViaHigherVisibility’s2018Surveyof 2,017SmartphoneOwners Unfortunately, we don’tyet have real data, just surveys (which, historically, are poor representations of how people actually behave).
  • 26.
    Theory 3: Alternativesto GoogleAre Taking Market Share - 10,000,000,000 20,000,000,000 30,000,000,000 40,000,000,000 50,000,000,000 60,000,000,000 Desktop Share of Searches by Month Google Google Images Google Maps YouTube Bing Yahoo Facebook Amazon Twitter Pinterest DuckDuckGo AOL Ask Wikipedia ViaJumpshot’sclickstream panelof10mm+devicesintheUS,browser dataonly(noapps)
  • 27.
    - 500,000,000 1,000,000,000 1,500,000,000 2,000,000,000 2,500,000,000 Search Volumes byMonth Under 2.5B Bing Yahoo Facebook Amazon Twitter Pinterest DuckDuckGo AOL Ask Wikipedia - 50,000,000 100,000,000 150,000,000 200,000,000 250,000,000 300,000,000 350,000,000 Search Volumes by Month Under 350M Twitter Pinterest DuckDuckGo AOL Ask Wikipedia ViaJumpshot’sclickstream panelof10mm+devicesintheUS,browser dataonly(noapps)
  • 28.
    Amazon’s Searched ~1/30thas Much as Google, But… 50,000 500,000 5,000,000 50,000 500,000 5,000,000 GOOGLESEARCHES AMAZON SEARCHES Search Volumes for Top 1K Branded and Nonbranded Amazon Keywords on Google and Amazon (2018) Nonbranded Terms Branded Terms Nonbranded Avg Branded Avg nintendo switch laptop headphones kindle ps4 bluetooth headphones prime video external hard drive paper towels iPhone 7 case cbd oil water bottle iPhone charger food lingerie dog iPhone adidas aa batteries roku mens socks monitor christmas audible sheets
  • 29.
    What About Searchon Instagram? - 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 Instagram Hashtag Clicks by Month (Desktop) IG’s grown ~2.5X on desktop (at a time when desktop overall shrank). Still <0.1% of Google’s desktop search volume.
  • 30.
    3 Theories ofPlateauing Search Demand 2: Voice search and mobile apps are cannibalizing queries (e.g. Google Home, GoogleAssistant, and their SearchApp) 1: Google’s getting better at solving searches the first time (so searchers don’t need toperform more queries) 3: Alternatives to Google are taking market share (e.g. Facebook, Instagram, DuckDuckGo, YouTube, andAmazon) These two are probably happening. The third, not so much.
  • 31.
    What’s Google Doingto Grow Ad Revenue? #1: Larger numbers of more subtle ads #2: More kinds of ads
  • 32.
    Google’s Desktop CTRs March2018 (US): Paid: 6.1% Organic: 65.3% No Click Searches: 34.7% *Note:Sumsaregreaterthan100%assomesearchersclickmultipleresultsperquery
  • 33.
    Google’s Mobile CTRsSeptember 2018 (US): *Note:Sumsaregreaterthan100%assomesearchersclickmultipleresultsperquery Paid: 9.5% Organic: 38.4% No Click Searches: 61.6%
  • 34.
    How Do TheseChanges Affect Searcher Behavior? 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% Desktop Organic CTR, Paid CTR, and Zero Click Searches (2016-2019) Desktop Organic Clickthroughs Desktop Paid Clicks Desktop Zero Clicks Desktop Zero-Click Searches Up ~12% in 3 Years
  • 35.
    On Mobile, ThoseEffects Are Magnified 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% Mobile Organic CTR, Paid CTR, and Zero-Click Searches (2016-2019) Mobile Clickthroughs Mobile Paid Clicks Mobile Zero Clicks Mobile Zero-Click Searches Up ~20% in 3 Years
  • 36.
    Google’s 2019 ABCs: BiasingVisibility & Clicks to Paid Results Answering Queries in SERPs & Sending Out Less Traffic Competing Directly with Publishers (and ranking their own properties ahead of anyone else’s)
  • 37.
    How Can SearchMarketers React?
  • 38.
    Four Ways toMitigate Search Risk in 2019: 2) Focus on Marketing that Grows Branded Search 1) Influence Searchers On the SERP 4) Re-Prioritize Keyword Targeting to CTR% 3) Use Barnacle SEO When Google Won’t Rank Your Site
  • 39.
    Control Your Brandwith On-SERP SEO ID sites that rank in your space, & build profiles on them Claim Your Panels Leverage the Rich Snippets Google Offers
  • 40.
    When KWs ShowAggregated Answers, Influence the Publishers Below to Get Listed To Get Into These… Get Mentioned + Listed In These
  • 41.
    Double Down onBranded Demand Creation CrowdCow’s “Craft Beef” campaign: a book, web content, & events focused on growing branded demand for their unique product
  • 42.
    If Other SitesCan Rank, But You Can’t; Use Barnacle SEO Every one of these sites enables user-submitted or guest editorial contributions
  • 43.
    Shift SEO-Focused Contentto KWs Google Is Less Likely to Cannibalize ViaAhrefs
  • 44.
    Use CTR %Estimates in Your KW Research This metric uses clicksteam data to estimate the % of searchers who’ll click on the standard, non-paid, organic SERPs
  • 45.
  • 46.
    Social Follower’s EngagementRates Have Fallen to Near-Zero ViaRivalIQ2019
  • 47.
    IMO: 10,000 InstagramFollowers < 100 Emails ViaRivalIQ2019
  • 48.
    Social Follower Email Address Avg Engagement/ Post or Email Abilityto Retarget? Reach on Other Platforms Ability to Get Audience Data Direct Outreach Possible? 20.81%* * Via Mailchimp Yes,Anywhere Yup. Tons. Yes. 1.73%* Onlyonthat Network Nope. Onlywhatthe networkgivesyou. No. * Via RivalIQ
  • 49.
    Social’s Traffic isStill Paltry Compared to Search 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%
  • 50.
    Though It’s Sendinga Little More Traffic Than Before
  • 51.
    Mostly, That’s FBGroups, Pinterest, & Instagram
  • 52.
    Instagram Has AlwaysPrevented Outlinking
  • 53.
    Now They MayBe Targeting the “Link in Bio” Via AgoraPulse AgoraPulse’s experiment found a 34% decrease in avg. reach when a post contained the phrase “link in bio” or similar.
  • 54.
    YouTube Cuts OffDescriptions to Avoid Making Links Visible in the Default View
  • 55.
    On Mobile… TheyHide Them Entirely
  • 56.
    Twitter & LinkedInBias Against Posts with Links Via MarginallyCoherent
  • 57.
    And All ofThem Push Content that Engages > Content That’s “Shared” Crazy high impressions… Relatively few retweets?
  • 58.
    The tweets thatengage people ON Twitter > high metric tweets that contain links 
  • 59.
    How Can SocialMarketers React?
  • 60.
    Three Ways toStill Get Value from Social in 2019: 2) Use Social to BuildAudiences Who Know & Like You 1) Play to the Networks’Bias for High Engagement Streaks 3) Drive Branded Search & Clicks w/ Latent vs.Active Links
  • 61.
    Engagement Streaks RuleSocial Happy Dance! Sad Trombone.
  • 62.
    Social Algorithms AreDesigned 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?
  • 63.
    When I havea low engagement post, my next post has a harder time reaching a big audience.
  • 64.
    When a postgets high engagement, FB boosts the reach of my next post (unless it starts to show poor engagement)
  • 65.
    In this way,Facebook (& Twitter, Instagram, LinkedIn, etc) reward high engagement streaks and makes accounts w/ low engagement invisible.
  • 66.
    To benefit fromthis system, use a formula like this: High engagement, non- promotional post High engagement, non- promotional post Promotion w/ CTA High engagement, non- promotional post These earn brand exposure & new followers High engagement, non- promotional post
  • 67.
    To benefit fromthis system, use a formula like this: High engagement, non- promotional post High engagement, non- promotional post Promotion w/ CTA High engagement, non- promotional post These capitalize on your algorithmic reputation for high engagement, & earn direct traffic High engagement, non- promotional post
  • 68.
    Using Social EffectivelyBuilds Brand Familiarity This is all generic, not- actionable, next-to- useless advice 
  • 69.
    To Build Brandon Social, We Need: 2) Content that is obviously connected to the brand 1) Content that earns high engagement & amplification 3) Content that creates emotional resonance (best done through compelling stories)
  • 70.
    Use Latent vs.Active Links to Your Brand That’s what I’m talking ‘bout! That’s no so bad, either 
  • 71.
    Content + Social= Awareness Awareness + Awesomeness = Conversion
  • 72.
  • 73.
    For 15 Years,Content Marketing Worked Great Like This…
  • 74.
    Content Flywheel 2001-2016 KW Research + IndustryIntuition Publish Content Promote via Social Channels Push to email + RSS subscribers Earn Links + Amplification Grow social, email, RSS, & WoM channels Grow Authority & Brand Recognition Earn Search & Referral Traffic Rank Higher, Get More Traffic
  • 75.
    But, in 2019,Four Forces Work Against This Model #2 Demands for monetization and growth have pushed tech monopolies to become publishers’competitors #1 Search Engine & Social NetworkAlgorithms Have Become Winner Take Most Platforms #3 Amplifiers are overwhelmed by requests and more skeptical than ever before #4 Traffic quantity correlates less & less with conversions
  • 76.
    How Can ContentMarketers React?
  • 77.
    How to MakeContent Work in 2019 2) Build content like you build product, i.e. deliver unique value with a competitive advantage to a hungry audience 1) Find the intersection of what resonates with your customers AND their influencers 3) Use content to earn email subscribers, and drive conversions from there
  • 78.
    Successful Content TargetsTopics 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
  • 79.
    The Most VisitedPiece the NYT Ever Published? Dialect Quiz Map via NY Times Grabs you fast, then demands engagement Plays to the psychological desire for categorizing oneself & others Creates a viral loop (through sharing & seeing friends’ answers)
  • 80.
    Content as Product Thisinteractive piece from Typeform isn’t just “good content;” it delivers: Unique value Reference-worthiness A view into Typeform’s competitive advantage Rise of the Conversational UI via Typeform
  • 81.
    Content → EmailSubscriber → Conversion “A visitor who reaches us via search is 1/19th as likely to subscribe as one who comes in from a newsletter; a reader coming in from Facebook is 1/12th; and a reader coming in from Twitter is 1/6th.” -Nicholas Thompson, Editor in Chief Via Wired
  • 82.
  • 83.
  • 84.
  • 85.
    The Late AdoptersAre Finally Crossing the Digital Marketing Chasm Via Geoffrey Moore These players have lots of $$$, entrenched brands, & are used to overpaying for untrackable advertising
  • 86.
    Venture Dollars AreAlso Flooding Ad Markets Via PWC/MoneyTree
  • 87.
    Investment Dollars Aren’tSeeking Profits… Just Growth Via Statista
  • 88.
    Ad Bids inMany Sectors Go Far Above What’s Profitable
  • 89.
    Ad Costs HaveGone Up, While ROI Trends Down Via BusinessInsider
  • 90.
    And Ad TrackingGetting Much Harder Which Will Reinforce Large Quantities of “Dumb Money” > More Trackable Advertising The concept of a 90-day look back window is a wrap. Retargeting beyond 7 days is dead. Effectively, for a sales cycle of any realistic length, the whole concept of attribution outside of last click is over. Via iPullRank
  • 91.
    Influencer Marketing isEven Harder to Track Via Linqia
  • 92.
    And Accountability isa Massive Issue 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.”
  • 93.
    How Can AdProfessionals React?
  • 94.
    First: Organic +Brand; Then: Ads + CRO If you’re not yet known, liked, & trusted, ad ROI sucks.
  • 95.
    Via Wordstream New toa market? This happens. Known & loved? Welcome to Profitville.
  • 96.
    If “Branding” and“Awareness” are your biggest goals… Measure that! Via Google Trends Branded Search *IS* a Measurable Number
  • 97.
    The Most FollowedAccount(s)that Match a Keyword Search Traditional Influencer Marketing Seeks Out: The Most-ReachableAccount(s) that Match a Keyword Search OR But That’s Not Really What We Want…
  • 98.
    Targeting on AudienceSize > Audience Match 4mm followers Followed by 19% of profiles that frequently talk about “supercars”
  • 99.
    What You ReallyWant: People & Publications YourAudience Engages With Most Followed by 16% of people who frequently talk about “Italian food”
  • 100.
    What You ReallyWant: People & Publications YourAudience Engages With Most Small overall following, but reaches exactly who we want to reach!
  • 101.
    How to Winat Digital Advertising in 2019 Step 2: Earn brand exposure through organic, social, content, SEO, events, & targeted brand marketing Step 3: Get >1 organic visit (or a social engagement) Step 4: Pay to advertise where your audience engages to those who already know+like you Step 1: Interview, survey, or use profile data to discover where your audiences engage (and with whom/what)
  • 102.
  • 103.
    Rand Fishkin |Founder & CEO Thank You! Bit.ly/sparkinfluence2019