Apparently Elon fixed the algorithm yesterday and "OG Money Twitter" is back

So I'm starting a thread of the best business / marketing / AI tips I have learned over the past 12 months

Strap in: If you construct a business from good foundations from the start, then you should never have the question "Why isn't this working?"

Feeling like you don't know what to do next, or you don't know what's wrong, or you don't know how to fix it, is a 100% indication that something is fundamentally broken

The vast majority of businesses can be broken down into:

Traffic
Sales
Product
Customer success
And each one of these buckets can be broken down into a chain of actions that need to be done in order to improve them
And each one of these buckets are directly correlated to the others
And ideally, every one of these actions can have a metric, or KPI, that can be tracked, and therefore improved

And so if you're saying "something isn't working" you should be able to identify, by a quantifiable data point, what bucket it's in, what actions are responsible for that metric, and how it's affecting the rest of the business

Then, you can attack one metric, and one action

Example: Agency

"Business is down this month"

Look at the buckets. Traffic seems strong, metrics are healthy (in the context of the full business, not just siloed in an ad account). Product seems strong, results (which are measured) are where they should be. Customer satisfaction (which should be tracked) is good. So it's a sales issue.

Great. Sales is a fairly binary operation. So "sales is broken." What metric? Is it the close rate? Show rate? Do you have benchmarks? Do you know how each one affects the overall KPIs? Sometimes bumping show rate slightly can actually have a net greater impact than increasing the close rate substantially, especially considering effort required for each. Why is your show rate bad? What is bad? What are they getting pre call? Are the setters dialing fast enough? Are they getting enough emails? What are the emails saying? Are we getting common objections? Are the objections pre handled? Is there a correlation between the ones who no show, and the ones who do show and have the same objections?

"My sales are broken" could just mean there's an email automation that isn't firing. Or the setters aren't answering one question that leads to them closing.

BUT, this only works in a controlled environment. If things aren't tracked, there could be a hundred pinholes leaking out of the bucket, and you'd be playing Whack-A-Mole trying to solve them

Apparently everyone misses the "OG Money Twitter" days so I'm starting a thread of pure high-level online marketing tips that I'll be adding to throughout the day.

Enjoy: When you're trying to drive real ROI with organic traffic (especially video-focused platforms like YouTube and TikTok), you need to put yourself in the shoes of the platform.

With something like paid Facebook ads, the "win-win" is pretty clear: You pay them for their advertising space, and in return they show your content to your potential customers. They spend billions of $ a year aggregating data, so you can have the absolute best results possible. It is called an "auction" for a reason – the more you spend, the more they'll distribute your content.

But what about organic platforms that you don't pay for? What are you going to give these platforms in return for showing customers your content?

Well, think to the example above – these platforms get paid through advertisments. The more advertising revenue they can make, the better.

So, if you're not going to pay them directly, you need to help them generate as much revenue as possible from people who ARE paying them.

This is where the idea of "retention" comes in. If your organic content makes viewers stay on the platform 2x as long, that's 2x more advertising space they can sell, which means it's in the PLATFORMS' best interest to show your content to more people.

This is why the meta on YouTube right now is linking other videos on your channel in your video description.

Think back to when everyone started only posting 10+ minute videos. Some people were adding blank space to the end just to get it over the 10min mark. There was a direct ROI in ad revenue.

YouTube is the strongest example of this but it goes for other platforms. This is why TikTok creators will do "Part 1" of a video, cut it off, then post Part 2, Part 3 etc.

Remember you're not just "posting content' you're directly contributing to an advertising/data monopoly. You need to pay the piper