Tag Archive | "Don’t"

Don’t rely on Google Ads reporting for Apr 30, May 1

Details are scant in an alert currently showing in the Google Ads UI.



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SMX West is next week – don’t miss your chance to attend!

Gain actionable SEO & SEM tactics at an affordable price — Save up to $ 300.



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You Don’t Have to Buy Google Ads to Create a Big Company

Self-made marketing phenomena Neil Patel says that there is an alternative to buying Google Ads to grow your company. The answer he says is creating a free leader product or service that drive customers to your site for you to later upsell. Patel sees this alternative solution as a less expensive and more sustainable “growth hacking” strategy.

Neil Patel discussed this growth hacking strategy in a recent video:

You Don’t Have to Buy Google Ads to Create a Big Company

Google Ads are continually rising in cost. What if I told you I have a really cool solution that’ll give you a much better ROI in the long run than Google Ads. Today, I’m going to share with you the best alternative to Google Ads. What most people don’t realize is, you don’t have to spend money on Google Ads to create a multibillion-dollar company.

Have you heard of Dropbox? Of course, you have and the chances are it’s on your computer. Did you know that when Dropbox first came out they tried to grow by doing Google advertising? And what they found is, even though they had a product that costs around $ 5 a month, which is around $ 60 a year per customer, they were spending roughly $ 200 to $ 300 to acquire a customer from Google Ads.

Can you see how those numbers don’t work out? Not only are they spending more to acquire a customer than what they’re paying in the first year, but just because someone’s paying you $ 5 a month, doesn’t mean that $ 5 is pure profit either.

How to Leverage a Growth Hacking Strategy

So, what did Dropbox do? They leveraged growth hacking. They figured out a way to get users to come to their site and generate more customers. They did this by creating a free product or a service, and that’s a better alternative to Google Ads. If you look at Dropbox, you look at Slack, even look at Amazon, although Amazon’s not really doing free with Prime buy you get free two-day shipping.

By creating something that’s free or such an amazing offer, think of it as your carrot that you’re dangling, you’re going to get so many people over to your website that then when you upsell them into your paid products or services, it’s so much easier because they’re already using your product or service, you’ve already built that brand loyalty, that connection, that rapport with them. It’s much easier to get that upsell.

It Does Cost a Lot to Offer a Free Product or Service

And here’s what most people don’t understand; they’re like, “Whoa Nellie, if I spent all this money getting people over to my website by having a ‘free’ product or service, it’s going to cost me a lot of money,” and it does. I recently released a tool called Ubersuggest. If you look at Uber suggest, I’m spending $ 150,000 a month releasing a lot of the features you see in tools like BuzzSumo or SEMrush, for free; 150 grand a month, that’s my cost. My cost isn’t going down, it’s continually rising too.

But you know what, if I had to do paid advertising on Google to get those visitors, my estimation shows that I would be spending a bit more than $ 600,000. Do you see how giving something away for free that costs me $ 150,000 a month is much better than spending $ 600,000 a month on paid ads?

Get Creative with Your Marketing

You do not have to spend money on Google Ads to create a big business, just look at Dropbox. Leverage growth hacking, and then as you have these free tools, these free products, these free services, and it may not be the best ones out there but something that people are used to paying for, what you can do is do things like creating invite flows. Dropbox has it: you want more free space, invite more users. I can do the same thing with Ubersuggest; I don’t, but I can say “Want more free usage? Invite more members.”

You can get creative with your marketing, leverage growth hacking. Just don’t put all your money into Google Ads, and the reason I say that is not because I don’t like Google Ads. Ideally, you should be doing both. But the reason I say this is, the moment you stop Google Ads you don’t have any more traffic.

By creating something that’s free, and it doesn’t have to continually cost a ton of money, like HubSpot, they have this free email signature generator. It doesn’t cost them much money; they only spent a few thousand dollars creating it. They don’t even spend any money maintaining it each and every single month. But they found that it can drive over seven figures worth of revenue to their business per year; not too bad from one free tool.

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These 4 Copywriting Techniques Work Really Well … Right Up Until They Don’t

Search on Google and you’ll find hundreds of thousands of pages devoted to copywriting secrets, tips, tricks, and techniques. Go…

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Easy Email Inbox: Reply to 3 Types of Messages (and Don’t Sweat the Rest)

When you run a content marketing platform, you’ll get other types of messages from your audience in addition to blog comments. You’ll get emails. Many people have a love/hate relationship with email. When it’s good, it’s really good — but when it’s bad, managing your inbox feels like a huge waste of time. But like
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You Don’t Have To Be A Professional Writer. Just Be Yourself.

Have you ever written a blog post and read it back only to find it sounds nothing like your style or voice? A lot of new bloggers create a frame in their mind about how they think they need to present themselves to the world. This is especially true when starting a blog is the first […]

The post You Don’t Have To Be A Professional Writer. Just Be Yourself. appeared first on Yaro.Blog.

Entrepreneurs-Journey.com by Yaro Starak

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How to Craft Question Headlines that Don’t Flop

During last week’s Editorial call here at Copyblogger, we had a lively discussion about ham. But that’s not the H-word I’m going to talk about today. More commonly, we analyze headlines. There’s nothing more disappointing than a unique, thoughtful, and helpful piece of content that has a headline that doesn’t do it justice. Great content
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Killer Resources for Freelancers … and an Option for Those Who Don’t Want to Go It Alone

This week, Stefanie Flaxman and I yielded the floor to a pair of smart gentlemen who we don’t hear from quite as often as we used to. And we featured a writer you haven’t seen on Copyblogger before. Her debut post for us is a must-read for writers who like being able to pay their
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Don’t Overlook Voice Search in Your Online Marketing Campaign

The popularity of voice-activated smart assistants is gaining traction, especially with Apple hopping on the bandwagon with its Siri speaker due to be released soon. This is why businesses should include voice search in their online marketing campaign, rather than focus solely on text-based searches.

In fact, voice search marketing is described as the new norm, which would have been unheard of just five years ago. One major factor is the increasing efficiency of machine-learning technology in finding user patterns to anticipate their needs.

For instance, Amazon’s Alexa is billed to be capable of performing over 12,000 tasks, which is why it’s still the undisputed king in this increasingly competitive industry.

A Different Beast

In the past six months, 40% of users have tried voice commands in asking questions or searching for products and services. Analysts believe this number will only continue to rise until such time when people won’t even be able to imagine how they survived without voice-activated apps in the first place, similar to how they feel about mobile phones.

When it reaches this critical mass, Google will surely introduce an update to its algorithm that will take into account voice search in order to rank your page.

For marketers, this would be an entirely different beast altogether. Whereas text-related keyword searches are much easier to document, recording how many people are looking for “best pulled pork sandwiches, Lexington, KY” using voice search will be a tall feat.

This will really turn the search engine optimization dynamic—which is the direct result of years of honing and polishing—up on its head.

Better Results

Unlike text queries, voice search will yield more accurate results. It basically pulls down the curtains, allowing internet users to skip one step. Instead of searching for “pulled pork sandwiches,” they can just go ahead and order the food from the best restaurant based on customer and critic reviews.

Instead of searching for a particular song you can’t get out of your head, it may be possible in the future to hum the lyrics and the smart speaker will play the whole song for you. This brings convenience to a whole new level, unlike in text searches where you have to choose and phrase your words in a specific manner to get the most relevant results—and still having to go to that particular website to order food.

Here are some quick tips to cope with the changes from text to voice search marketing:

Mobile Optimization –  As voice search apps are gradually perfected, mobile optimization will become even more crucial. Website built with Flash will need to be redesigned and all websites will need to be responsive. Marketers will need to advise their clients of this major shift from traditional search to voice search. Another way to optimize the mobile experience is to make sure that their sites load fast. There’s no faster way to lose customers than a website that takes forever to display.

Snippets – In voice searches, snippets are short descriptions about the company or the brand. This gives the users a little bit of information before they move along or move forward. Using traditional SEO techniques, you will need to optimize so you end up high on the search engine results page for snippets.

Long-Tail Keywords – Voice search is different from text search in the sense that internet users will often talk normally as they would in a conversation, as opposed to using key phrases or keywords when they type on Google. This is where long-tail keywords are crucial because you can still reach your target market even with this major shift in the way people do their search.  

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Why You Don’t Need to Be a Thought Leader

"Saying 'thought leadership' instead of influence has always reminded me of Homer Simpson calling his garage a 'car hole.'" – Sonia Simone

We all want to get traffic to our websites. We want to build audiences who are interested in what we have to say and responsive to our offers.

And so it’s natural to think that we should become “thought leaders.” (Or, to push the expression a little further down Jargon Lane, “thought leaders in our space.”)

Perhaps even more coveted than “going viral,” thought leadership is that elusive, glittering prize — the Golden Snitch of web publishing.

Most of us (I hope) know better than to self-identify as thought leaders. But we think it would be kind of great if other people started calling us that.

I’m not buying it. And here’s why.

First, the petty part: I just hate the term. It’s a clumsy verbal construct that has no need to exist.

Saying “thought leadership” instead of influence has always reminded me of Homer Simpson calling his garage a “car hole.”

But I have real reasons, too.

Let me be clear: I think it’s smart to publish the kind of content that people pay attention to. I think it’s smart to publish good advice. I think it’s smart to be smart.

But thought leadership implies that you have some kind of shiny, new insight that no one has articulated before. To be a thought leader, what you’re saying can’t just be interesting, well-reasoned, and useful — it has to be new.

Novelty is not wisdom

Allow me to propose a radical notion:

We don’t actually need a bunch of new thoughts. We need to pursue and implement the existing thoughts that make sense.

I’m not talking about innovation in technology … that’s going to happen whether we have “thought leaders” or not.

I’m talking about people who claim completely new insights about how the world fundamentally works — whether it’s health, business, the environment, or anything else we care about.

Most thought leaders create novelty in one of two ways.

The first is to repackage old advice in a sparkly new wrapper. Marketers have done this forever, and I don’t actually have a problem with it. New wrappers make things more interesting, and that gets us to pay fresh attention to those darned fundamentals.

But don’t kid yourself and think it makes you a thought leader. It makes you a good teacher. Which is better, because it’s useful.

The other way, of course, is to make up some nonsense.

Tell us all about how the future will belong to left-handed people, that in 2030 the global economy will be based on bacon, or that you’ve identified breakthrough, new research showing that eating nothing but transparent food will make you 17.684 times more intelligent.

If you are in possession of special, unique wisdom that no one else knows about, either you’ve dressed some old wisdom in a new suit or you are pushing a great big pile of BS.

And by the way …

Every expert you know is wrong about something

My other problem with thought leaders is that their audiences start to see them as cult leaders.

I’ll never forget reading some guy’s 50-line-long comment on a Tim Ferriss blog post, asking about what and when he should eat to correspond with variations in the timing of this person’s bowel activity.

This is literally a person asking Tim Ferriss how often he should take a shit.

We expect an authority to be smart about their topic. Economic authorities should be smart about the economy. Nutrition authorities should be smart about nutrition. And so forth.

We expect thought leaders to be quasi-religious figures, blessing us with their deep thoughts and profound insights, and showing us their unique sacred path to life, liberty, and the pursuit of happiness.

Implicit in this idea of a thought leader is the notion that you need someone to tell you how and what to think. And that, frankly, is a terrible idea.

Thought leadership is a bubble

My other issue with thought leadership is that it’s a catchphrase for a bubble that doesn’t need to be reinforced.

The world is made up of a lot of different kinds of people. They come from different places; they look different; they do different things on their days off; they have different family lives and social circles and work histories.

But thought leaders all look eerily alike.

Do we really need more Business Insider types telling us how the world works? Could we maybe hear from some people who don’t have the exact same CV, the same vocabulary, the same haircut, and the same sports jacket?

Might it not be useful to determine our paths for ourselves, based on our own observations and intelligence, reflecting our individual experiences, striving to see the larger picture, and weighing the informed opinions of actual authorities who back their assertions with credible evidence?

We don’t need thought leadership … we need leadership

Thought leaders strive for new ideas. Leaders strive for good ideas.

You don’t need someone to tell you what to think. I trust you to have that covered.

Your audience doesn’t need it, either. They’re smart. But they have questions, and you can help with that.

I believe it’s useful to step up and share your experience. I find it’s massively useful when someone who has done something difficult talks about what they’ve learned along the way.

I believe in expertise. Some people are better at a given skill than others. Usually because they have a lot of practice doing it.

I believe that most of us have days when our confidence fails, and we can use a pep talk.

And I believe that it’s powerful to let people know what you believe in. Not because you’re telling them to believe the same way, but because you’re inviting those who do to walk with you.

So, what if you actually come up with a new idea?

New ideas do actually come up sometimes. Maybe you’ll come up with one of them.

If you have a new perspective or insight, and it’s supported by credible evidence, that can be a powerful thing.

Write about it. Question it. Investigate it. Teach it. Promote it.

Just like you do with all the good advice you offer. Whether your idea is good or bad doesn’t depend on an overused label.

The world doesn’t need you to chase after some empty notion of thought leadership.

Leading your audience with your expertise, your confidence, your integrity, and your passion for their well-being is enough.

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