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Rand Fishkin @randfish
, 4 tweets, 1 min read Read on Twitter
"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
My @sparktoro research suggests this is literally how we're doing it right now. Some tools help w/ parts (depending on your field, e.g. PR/media use Cision, link builders Buzzstream/Pitchbox, social folks a wide variety), but it's manual, slow, inaccurate. Am I missing something?
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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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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
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

Related threads

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@realchasecurtis (1/2) Awesome breakdown, @realchasecurtis
To add on, Traffic is one of the most important factors for success online.

Organic traffic describes the number of visitors who find your website using search engines (Google/Bing). This is unpaid.
@realchasecurtis (2/2) Paid Traffic involves involves placing ads on other websites and ad platforms
to generate targeted visitors to a website, blog, or sales offer.
Google Adwords, FB Ads are leading examples.
@realchasecurtis Now, from your viewpoint, @realchasecurtis what holds people back from success on Pinterest?
Read 4 tweets
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How The Typical Freelancer Works

- Pitches clients
- Finds client
- Completes project
- Doesn’t pitch in meantime
- Cycle repeats

Your income is up and down because you don’t set yourself up for recurring revenue
Both client and freelancer benefit from CONSISTENCY

You get consistent cash flow and the ability to understand and impact your client's business on a deeper level

Your client gets someone reliable who they can trust to deliver results
Personally, I like to have 1-2 retainers at all times

I do this through:

1⃣ Writing copy

2⃣ Reviewing copy

Even coaching can be a retainer if there's an ongoing need
Read 7 tweets
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Jimin wouldn’t allow himself to be trapped on his shift for any longer than necessary.

“Go, go,” Taehyung hurried, taking Jimin’s apron to let him slip out from behind the counter more quickly. Jimin decided he could get the grounds out from under his nails at home.
This morning had been absolute hell. Two girls ordered seven drinks, Jimin made them all only for them to say they were supposed to be with almond milk.

‘Oh I’m so sorry,’ was he all he had legally been allowed to say at the time, while his mind had far more colorful ideas.
With Jimin officially clocked out, he slumped on the customer side of the now empty service counter, looking to his friend with tired eyes.

“You wanna grab dinner later?”
“I can’t, remem—?
“Ah, right...”

Jimin’s disappointment vanished as Taehyung suddenly smiled to himself.
Read 1016 tweets
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1/ For whom a product is designed is an interesting question. Sounds easy…most say they know but…

Software people love to “build for myself” or “solve my problem” — those become products and companies—it can work.

But there are challenges to listening to yourself and team?
It is not uncommon for engineers and designers to start out believing “if we can’t please ourselves then we can please many more” when it comes to making a product. “If I like it, then others will too”.
In fact this “for me” is even codified in a “favorite” book of programmers, “The Fountainhead”.

“My ideas are mine. Nobody else has a right to them except on my terms. Those who need them
must take them my way or not at all.” —“Howard Roark” (Ayn Rand)
Read 27 tweets
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Don't trust Amazon's Alexa or Google Home? Here are several frankly insane patents they've filed over the last five years
Amazon: A system for listening in to conversations for keywords, even when you haven't said 'Alexa'. This would target statements like 'I love skateboarding' then store the statement as text, and use the text to target you with skateboard ads
Google + Amazon: A system for identifying speakers in a conversation and building interest profiles for them. For example, it would find out that you and your brother are separate people, then figure out you love skateboarding while he loves skiing (better ad targeting)
Read 8 tweets
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Oh the geezers are hard at it grafting media, it's always great to have easy scapegoats "North Korean cyber gangs.." a.msn.com/01/en-ie/AAt9g…
2/"Mr Murphy’s firm was the first in the world to liaise with computer giant IBM over the use of the super-computer ‘Watson’ for real-time--
3/artificial intelligence-based defence against cyber criminals." Bear with me, I'm about to post a few more links in #THREAD #CyberSecurity
Read 71 tweets

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