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Rand Fishkin @randfish
, 4 tweets, 1 min read Read on Twitter
Contrarian take on the "marketers need to be early adopters" advice: I think it can pay to personally get passionate about and interested in new tech/trends, but honestly, there's SO much opportunity in the fundamentals: storytelling, positioning, basic channels+tactics... /1
...that I think telling your team or your clients to drop what they're doing and invest in VR, AI-powered marketing, voice answers, chatbots, etc. is often doing a disservice to your results. Marketing is, by definition, a field where you should follow your audience /2
If *your* customers, potential customers, & their influencers aren't on Snapchat/don't use VR headsets/don't get value from chatbots/etc. you probably shouldn't be investing there. 99% of the time, you're probably ignoring some marketing basics that could move the needle /3
In marketing: ability to follow fast > adopting a tactic before your market does
/fin
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This is excellent news for marketers.
Four Reasons
1) Harder for Google to take away clicks/dominate long tail queries, creating more opportunities for others.
2) More ranking chances for smaller, niche sites, creating growth paths for more companies (vs. the powerful winning everything)
...
3) Long tail searches tend to have higher engagement, CTR, & conversion (b/c those searchers are more specific about what they want)
4) KW research in these arenas rewards diligent, thoughtful SEOs & content creators, creating oppty for those who put in real effort
Read 3 tweets
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"Hey marketer, go figure out sources other than AdWords+FB Ads we can use to reach our audience."
------------
Process:
1) Create a spreadsheet
2) Google "top blogs in X"/"most influential X blogs"/etc
3) Sort through pages of results, adding names+URLs to spreadsheet
... /1
4) Repeat 2+3 for podcasts, news publications, people, events, websites, forums, etc
5) Go to YouTube & repeat 2+3
6) Go to Facebook, Twitter, LinkedIn, Reddit, etc. & repeat 2+3
7) Research every line on your spreadsheet w/ estimated reach numbers, contact info, etc.
... /2
8) Use SimilarWeb, Jumpshot, Comscore, or (god forbid) Alexa to get relative traffic numbers for sites
9) Add DA/PA/@followerwonk Social Authority/other influence metrics
10) Filter spreadsheet by best guess criteria
11) Create outreach plan
Ugh...
/3
Read 4 tweets
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Doc Searls' piece: blogs.harvard.edu/doc/2018/05/12… has been getting a lot of attention. Some thoughts:
1) Adtech is a space in which a lot of companies actually make money. To be a "bubble," it would need to have a higher-than-normal % of firms that raised lots & never became profitable.
2) AdTech has enabled some fraudulent advertising, but that's not the core feature. The core is more effective, targeted, personalized ads that are easier to buy/sell/scale. GDPR won't kill that. Will some providers need to jump through more hoops? Sure. But it's here to stay.
3) One of his points is: "Adtech incentivizes hate speech and tribalism by giving both—and the platforms that host them—a business model too," but he doesn't explain why adtech does this more than classic advertising nor how the Guardian piece he links to relates to this. 🤨
Read 5 tweets

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Alright y'all. I'm incredibly excited because today is #AntarcticaDay!!🇦🇶 If you know me I'm incredibly passionate about our coldest,windiest, driest & highest continent.

This will be a thread on Antarctica, some of the current news(!!), history, & fun facts. Lets go exploring!
First, I want to call attention to the fact there's currently a person in Antarctica attempting to do something that no human in history has done before. It's a bit scary but very exciting. We'll come back to that soon though! 😉
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#New Traders, Understand #Mathematics Of #Profit In Market Before You Put Hard #Earned Money On Risk.

Expectancy = Success Rate x Reward Risk Ratio

Lets Talk About Expectancy Of Short Term Directional Trading System.

Read On (1/n)
Success Rate = No Of Profitable Tades/ No Of Loss Making Trades

Reward Risk Ratio = Average Profit Per Trade / Average Loss Per Trade

If Success Rate is 0.5 and Reward Risk 2, Then

Expectancy = 2 x 0.5 =1

For Making Profit, Expectancy Should Be Positive Number (2/n)
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#NEW on ARC2020: #CAP & #MFF | Eco-Spin without Public Goods Substance.
Its been 2 weeks since the MFF proposals, here's our round up of some of the perspectives so far.
All perspective-givers tagged in picture.
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What's needed?
@davidbaldock & Allan Buckwell of @IEEP_eu:
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I did not want to do this today. I pretty much never want 2 do this. I am weary from this Sanders garbage. I can hardly type bc of my illness but my Democratic party is so important 2 me that I have 2 continue 2 fight 4 it even when I'm feeling like this. To the Dems who who tell
the members of the base like me that we have to unite & not be so divisive. You’re damn right. Unite now. Bernie & his team has continued a non-stop assault on us for 2 f*cking years & I have yet to see Berners say anything except “we are taking over your party.” So please unite
w/your party. We are here fighting 4 civil rights, including yours. We are here w/black women who are the backbone of our party. We are here w/all minorities that Sanders called “identity politics” w/a negative connotation. Have you seen this new book by Jeff Weaver?
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#New PA cong. map increases D chance of winning the House majority by 4%. They only need a 6.8% generic ballot margin now (down from 7.7) to be favored.

Diff. will be closer to 10% in Nov when uncertainty from polls is ⬇️. Redraw is a very big deal.

One major reason the new PA map is such a big gain for Democrats is that it solidifies, not just tips, PA districts in Philly burbs. Also creates one additional vulnerable R district. (Easily seen in this map made by @JMilesColeman)
My forecasting model will have new PA map in the near future. This is not just a simple switch; it’s a coding redesign, restructuring of input, & drawing new geographic files. Takes a while (for me, a student).

In the meantime, just add 3-4% to the model: bit.ly/2018_house
Read 4 tweets
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The Brexit Tale: a Chronological Thread.

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2. At this time, one favoured Brexit plan was to negotiate individual trade deals with other EU countries, though it turned out EU members don’t make individual trade deals precisely because they are stronger as a bloc.
3. Unfortunately it wasn't until after the referendum that a new plan was hastily concocted. How about “Brexit means Brexit”? And so the battle line between hard and soft Brexit was drawn. Which would it be? theguardian.com/uk-news/2016/j…
Read 25 tweets

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