How to keep up with constant change in the online marketing world
Hey, this is Alex from Web Profits, and today I’m going to be sharing my thoughts on how to keep up with the constant change in the online world.
Just quickly, for those people who don’t know me, I have a stutter that comes out when I get excited, and this stuff is exciting, so, let’s get into it.
The online world moves at a pretty fast pace with a number of updates being rolled out by Google and Facebook (the ‘big’ guys) on a frequent basis, and new platforms launching seemingly all the time.
That’s definitely something you need to be across if you invest in those platforms, but I think the more important point is that the number of channels you can actually reach your market online aren’t that many.
And the ones that work, they work for years.
For example, the two biggest channels right now (at least in Western culture) are Facebook and Google.
They’ve been around for years and they’ll continue to be around for years.
When I think about online marketing, I definitely look at integrating as many channels into my marketing strategy as possible, because I’m going for maximum growth both now and in the future.
But the key to maximising growth in the short term is to find the channel that is delivering you the best results and then tripling down on that.
For example, in the last few years we have spent the majority of our budget on Facebook Ads because it delivered the best results for us.
Before that, we were investing the majority of our budget on Google, because that was producing the best results for what we needed at the time.
So I’d recommend that you figure out the channel that is delivering you the best results and spend 80% of your marketing budget on that channel.
Then invest the other 20% trying to figure out what the next growth channel is for your business.
When you know what your most important channel is, that’s what you should focus your time staying across.
For example, if Facebook is your biggest channel, subscribe to Facebook’s Page for marketing, follow the top bloggers who talk about Facebook marketing, and stay across the top hashtags on Twitter.
Then stay across what the new platforms are in your industry and country, look for trends and try to find the next growth channel where you can invest your marketing budget.
I’d suggest you focus your research time at the same percentage as your marketing budget, that is, spend 80% on your top marketing channel, and 20% on the rest.
I hope you enjoyed this episode of Web Profits TV and I look forward to speaking with you soon.