How To Drive Traffic To Your Website (Live on Stage)


So tonight we’re going to talk about the five easy ways to generate more traffic to your website in 2018 this is what I tell all business owners When I talk to them and they come to me and I say, you know, we’ve tried a whole bunch of things sometimes it works sometimes it didn’t work and I said, you know, these are the five things that you Absolutely unequivocally need to have Done. I’m originally from Paris France. If you didn’t tell by the first name and last name and Antoine Dupont I am Which is why I say things funny once in a while, and I also put the wrong in emphasis on the wrong syllable So if I do please forgive me, I went I did actually Hospitality and culinary school in Paris. This is how I started some 30… …holy crap 35 years ago, holy moly. I’m not I’m Dating myself here and my first boss was Gordon Ramsey I worked with with Gordon for one year at a restaurant called Le Gavroche in London and so if you don’t like this presentation you want to insult me at the end of the presentation you better bring your a-game Because I have heard everything in the book I’ve been in for the last 30 years now in South Florida, you know basically lived an old Tri County like everybody that’s in South Florida has worked and lived in Miami and Fort Lauderdale It seems like I’ve started in Miami and I’m moving myself up and I think maybe in 20 years I’ll end up in Orlando or something like that. But now I’m here and I kind of told you I’m a professional speaker This is what I do. I travel all over the world. This was in actually last week in Bucharest Romania where I talked to 400 Digital marketers in Romania an absolutely beautiful country if you ever get a chance to go number one People are beautiful really good-looking. No, I mean, I’m not serious like they do. We couldn’t find anyone. Oh, yeah I was actually I’m like I was Uncle Fester over there and Just really really nice people Romania is trying to position itself as the central for digital marketing in Central and Eastern Europe They’re investing a lot of money and I got to tell you this was the best the digital marketing conference I had been in the last two years By far like one of the things I just want to give you a sense of things. They actually wanted to give people an experience Like it was all about the experience and the in between breaks They changed the scent of the room. So when people would come back they would have a different experience and I was like Okay now that’s cool shit. Okay This is like I mean you came like that you came back in the next thing and it was a vanilla scent and then after That it was lemon and so it would give you a different thing. I’m like, okay, you guys are like you rock? Okay So if you want to if there’s anything tonight that actually is, you know Mind boggling to you what I’ve said You can share it on Instagram and Twitter @adupont65 and you can use the hashtag #antoinedupont or you know What a prick whatever you want you can use whatever you want. So let’s talk about the context for digital marketing in 2018 and going in 2019, which is right around the corner The first thing you need to understand is we are collectively spending 54 percent of our time On a mobile phone on social media that is the reality of what we’re dealing with out there with people We’re on a mobile and we’re on social media and this is not slowing down. It’s actually going to increase in usage So if there any anything you need to understand and what are you dealing with clients or for your own agency? This is where we are and sometimes I hear from business owners You know complaining about people we don’t talk to one another. We’re in the Train and we’re not exchanging anything We’re not even looking at each other, you know and all this thing. I hear that all the time I says listen, I’m old enough to remember how it was Right, we didn’t use to talk to each other either 30 years ago I took the train right all we all we have now is we have a device and instead of having one single annoying Large newspaper. We probably have like, you know 50,000 newspaper that we have access to so there’s really no difference Really what’s difference is our efficiency and how we’re getting that information So if you ever have anyone that about that, you tell me I’ll give you this picture and I think this is 1950s That’s how it looked like we didn’t get any dumber. We actually are smarter. We’re just more efficient So the first thing there’s five essential things that you need to have And this is not going to be the one where he’s spending the most time on tonight and it’s videos in 2018 going in 2019. Actually you were asking just recently What should I be focusing on if there’s anything I could tell you and it says you want to look at videos? Every single one of you in this room will either have a full-time Videographer or full-time Video Editor in your agency if you don’t already have one And if you don’t you need to solidify a relationship because this is where it’s going and it’s not slowing down This is what we want to consume. This is what we love This is what we want get it get it now and start to get moving There’s a matter of fact we have Kevin here So anyone if you want to collect a business card at the end You might want to make Kevin your friend because if you don’t have a need this month You will have a need in six months from now and it’s coming and it’s coming big. So let me Picture this right about five years ago. I was in my minivan and The clock was off by an hour because we had just to change the clock, you know Like daylight day time saving and I don’t know how it is in your car But in my car you need a freaking engineering degree to change the clock, right? You know three buttons is all it’s just annoying So I get the manual to learn how to change the clock and I videotape it on my phone. So I’m gonna have you know Next time I’m gonna need it. I will have that and I didn’t know what to do with the video So I uploaded it to my YouTube personal YouTube channel, and I forget about it Six months later we change time again, by the way. We’re about to change time on Sunday So it’s a friendly reminder, but six months later I get in my car I get the video and this is what I see Right. The video has been viewed by over 38,000 people now I want you to get the context is at the time I had four videos on my channel One of them had 17 views which twelve of them were mine But I had viewed my own video because I was like, oh my god, you know I got a look at this. So it’s like I want you to get the context I was like completely like what the heck happened like I trying to do it on purpose creating a video and it didn’t generate anything and then why do it by accident it actually you know, like Like created results that were like beyond this this this is by the way viral You know people think like viral is millions now This is a vital if three of your videos have 20 views or even 100 views and you get a video that gets 38,000 views this is viral stuff and all the comments were amazing people Were saying thank you 24 comments on that video and I mean ice completely floored This was a personal Channel. So I was not monitoring that I had no idea that this was going on. No No, I got to figure this thing out because if I can replicate this on my business I’m gonna be doing very well, right there’s like something that happened here that people wanted and so I spent the last Five years doing a lot of videos for myself and my client learning how to generate leads and how to create Traction, you know and basically grow my business with video marketing So I’ve learned everything that you should do and everything you shouldn’t do so I’m gonna give you a few tips when I talk to business owners There are three things that they say to me. The first one is I don’t have time. I don’t have time for video marketing It’s just too time-consuming The second one is I don’t know how And the third one is I don’t like the way I look On video, you know followed closely by I don’t like the way I sound anyone can’t relate to that anyone Come on, raise your hand. I know everybody nobody do you like yourself on video? Thank you. Thank you. I always get one in the crowd that loves themselves So by the way, the vast majority of people don’t like themself on video They don’t like the way they look they don’t like the way they sound and I am there’s no cure There’s absolutely no cure What probably is with that young men in the back is their habit of seeing yourself on video after a while you stop caring But we know what you look and sound like you, you know, it’s just like me I hope that looked and sounded like George Clooney, but it’s just not in the cards for me, right? It’s more like Uncle Fester, but that’s that’s the reality of the thing It’s just yonder as you’re doing videos ten twenty thirty. You should just stop caring So the real cure is to really get busy and doing it one of the things you need to understand with video marketing is What? Marketers I was looking at a study that said that eighteen Sorry videos are producing 1800 percent more engagement Then text and pictures combined That’s what we’re that’s what we’re seeing right now in terms of engagement Can anyone like you’ve noticed in your feed you’re getting a lot more videos that can anyone like say yeah Actually, I will stop and look at more videos than I used to. Yeah. Yeah, it’s just, you know all of us It’s like it stops us in our tracks and it that’s 18 times 18 times more engagement Like this if that is not like, you know sends all the alarms and your head think okay I really have to seriously look at videos that’s 18 times you get my attention if you say you’re going to double your engagement Doubling is is is amazing 10 time is like oh my god. This is 18 times more engagement with videos So you you have to get that and this is really what we want now three things that we love to share on social media and on the Internet This was done with a study that looked at thousands of articles and this is the results Twenty-five percent of what we share is either inspirational or educational in content That’s one out of four shares is either inspirational or educational the second one is 17% funny Like lol right. This is this is funny. That’s we love that And then the the next one is 15% is entertaining, you know, like the music the thing and whatnot But I want you to pay attention to 25% because this is really where You and I can make a difference The young men in the back is actually as you said He’s a comedian the vast majority of us will fail Miserably if we try to do comedy and the simple reason is we’re not funny It’s actually an art to be funny and then the last thing I’m gonna recommend for you is trying to do a funny video because there’s a huge difference between Being “laughed with” as opposed to being “laughed at” and you we’ve all seen those videos like people trying to be funny, you know Like how my video is going viral? I said yeah, it’s going viral for the wrong reason, you know, people are laughing at you. Not with you, right? so, don’t try to do something funny unless you’re actually a professional comedian and you can do funny where we can make a difference as business owner is in the educational content, you know teaching people So let me show you the three essential video that every single business owner need to have in their arsenal And the first one is the how to video how to videos is we can get enough of how-to videos like collectively We just love this stuff who has been in the last 30 days search for a how-to video on YouTube or anything raise your hand if you right. Yeah just about every single one of us who has done in the last seven days Who’s doing it right now, please stop. Okay. Listen to me, please. All right, so it’s it’s that’s that’s the deal We love how-to videos So here is Chris Sweeney owner of Frameworks In Miami and they have a if you stayed in the hotel in In Miami Beach or the Caribbeans and whatnot. Chances are that the frame in your room or in the halls with frame by them? They do frames by the thousand and the type of content They were producing was always Content about the front of the house the beauty of the art and how everything was great and always going and going in a room and the beautiful art and they were not really getting anywhere and They created this video which is a step-by-step how to face mountain to acrylic How to how do you do it? Right and this is what they got organically within seven days Now they have 600 people that like their page right, so you See like that and the average the average number of reach they were getting on their post was between fifty two hundred That’s a huge jump and all it was was a how-to video Which took a couple of hours to produce just follow the process of how you do something took that video and uploaded This is not a massive production. This was done with a standard camera like this on the tripod with a microphone and they got 2500 over 2500 unique viewers and 176 engagement a lot of the engagement was actually people saying I didn’t realize how complicated that process was People just wanted that so if that is a case study for you to get that that’s what people want to watch Which actually resulted in? Business for them they actually sold Some products because of that video which was completely organic. This was an amazing case study Now the second video that you need to have is every single product or service that you have should have a video Every single one of them like if you have ten products and services if you’re a digital marketing agency every service you have should have video and there’s a And that video should be posted on the website on the landing page Explaining what that product or service and there’s this very specific reason why is because everything being equal Your company your competitors page without a video in Your page with a video they’re going to stay ten times longer on your page. I’m making that number up I don’t know. It could be twelve time it could be fifteen times, but they’re gonna spend about ten seconds and your Competitors and they may spend a minute and a half two minutes on your page watching the video Because if you are giving every single one of us if you’re given a 500 word text Or video who’s gonna pick the video raise your hand, right? Most of us is gonna pick the video We’re gonna be watching this. So that is actually really amazing for SEO We have SEO people this one of the signal that Google loves is the length of time people will spend on the page so if you have the Length of time that people spend on the page being over a minute and your competitors instead second. You will win every single time [audience] “But you still need to 500 words” I didn’t say not to put by the way, you can look at that It still has the words still has the words being optimizing the video on the right, right? now the third type of video that you want to have and this is something I discovered just recently is the how much does it cost video that actually I didn’t use to have that I used to have a different type of video you need to have but that Floored me when I got to the core of that Let me explain to you what I mean by that well, by the way not before I do that When I talk to business owners about creating videos on how much does it cost How much does it cost for digital marketing? How much does it cost for SEO? How much does it cost for a website? This is what people say. It’s like I don’t want to give away my pricing It depends And I may lose business because people may see a price that scared them away And that’s all this is completely legitimate But let me show you Something that may change your tune here because I think that a lot of people are not realizing what they are standing in front of Who is familiar with SEM rush where my SEO people? SEM rush has a tool and there is called the keyword magic tool which in my opinion Makes SEM rush worth its price in gold. Let me show you what I mean by that if you go if you go to SEM rush and put any keyword in the keyword magic – when you say give me the questions and in this case I put hearing aids is going to give you the top ten questions people ask around That keyword on the internet. Let me say that again if you put a keyword and you ask for the questions It’s going to tell you the top 10 or top 20 you top 30 questions people ask around that keyword That should for every single person in this room in digital marketing should have your eyes open that’s people there asking for that Your job is to answer the question, but look closely here six seven out of ten first questions around pricing These are the top ten questions around hearing aids seven out of ten questions or about Pricing people want to know how much they cost how much are earring aides. Does Medicare pay for you? Everything is around cost and you could say okay. This is hearing aids. This is old people They want to know how much it costs. Well, let’s look at plumber Plumber is five out of ten is around cost Let’s look at remodel the kitchen Eight out of ten is a cost That’s what we collectively want to know And it makes complete sense, right? If you’re looking at anything. We want to know how much it costs So it’s like the opportunity for us is that if that’s what people want to know? We might want to position ourself as being the answer to that question Now you can answer that question with well. It depends. Does it depend how much a kitchen remodeling cost Yeah, of course it does You’re not giving away your pricing. You’re not telling people by the way, this is how much I charge You’re just answering the question there and they want to know how much this kitchen remodeling cost Well, you could start with it depends if you want a you know basic kitchen remodeling may cost you 10 to $15,000 if you want to do a whole thing with marble and granite and all this stuff may cost you close to $100,000 you can give that answer but what it positions you as as A business owner it positions you with the one that actually is answering the question What are the odds that these people may contact you for a quote or for business chances are really good. So that’s what actually Blew my mind. So what I do is I take any question and I go to YouTube and I look and I use another tool which is called tube buddy on YouTube, which I highly recommend to all of you Download they have a free Free download it costs a little bit of money if you want to have all the features But there is you can do a 30-day trial by doing same thing with SEM rush so TubeBuddy What I do is I took the question and I want you to look at that because this is mind blowing here This is an amazing opportunity for anyone in digital marketing space I put on the right side and if you suit the question that I put is how much are Hearing aids and the right side to Buddy is telling me that there’s not an enormous amount of search volume If you look at the bar up top, but this is very little competition Which means that this video is very good for us to produce We don’t have a lot of competition now. I want you to pay attention to another thing look at the first 5 videos on the page is Any of them answering the question? The answer is no by the way What do you think if you produce a quality video that say how much hearing aids cost One of the chances that your video is gonna rank Yea will rank higher you are answering the question now, let me say that again people are asking that question and you and there is no content that actually answers that question and It’s this that’s one keyword One industry you look at any industry any Keyword and you were getting page after page after page of missed opportunity for people like look all these five people These are the top five videos if I put that question YouTube is telling me ok. I don’t have the answer to your question, but here is five related videos Which actually one of them is type of earring aids which is a third video. It’s types of hearing aids It’s not even close Do you know what I’m saying? I mean that for me that One I saw that it’s a massive opportunity for every single digital marketer to actually take advantage Here’s what we want to know is how much does it cost produce content? In content or video content answering that question and we’ll get you to rank All right. I want to talk about a myth and a bad habit with video We’re gonna spend a little bit more time than the others, but I want to kind of like insist on that The two-minute mark, right? I everybody has heard like, you know, the maximum the maximum length for a video is two minutes, right? that’s I actually saw a recently on LinkedIn someone that analyzed videos and say the The ideal length for a video is 2 minutes and 37 seconds, right? So let me show you a video here who have seen the golden circle simon Sinek video It’s not the what it’s not the why but no It’s not the what or the how it’s the why you do what you do that people buy your products Well, it’s been just seen by 35 million people that video is 18 minutes and 3 seconds I watched every every single second of it I actually watched it twice and the vast majority of people that saw that video saw the entire thing because it’s an amazing video It puts the two-minute rule To crap, I mean, it’s just it’s not true The truth is is if your video is boring, we will watch 10 second of it And if it’s great well watch 30 minutes. There is no such thing as two minutes So in other words don’t create sucky video just create good videos and people will watch it Dead just need to be as long as they need to be And in as short as you can so what I mean by that is just create the video length If you think you need to have five minutes of content, then it’s five minutes of content. As long as it’s good But look at the video and then look at it in terms of is there anything here? I could remove that is extra right and then if you have that just take it out But if it needs to be five minute, then be it five minutes perfectly fine So two minutes is baloney the second thing the second thing that I want to talk about video marketing which is a bad habit is Creating commercials. So people are like, okay So we want to do video marketing and then we’re gonna create a commercial we’re gonna have a full film crew and and we’re gonna have makeup and we’re gonna have stunt doubles and we’re gonna have all Stuff that is going to cost thousands of dollars and whatnot now by show of hand here When you go on YouTube and you search for a how-to video Everybody said they were looking and then you have this ad that plays and you have the little button that says skip ad raise your hand if you skip Systematically on it every single time but everybody every time I speak at a conference every single hands goes up So here’s my question. Why on God’s green earth? What you think a commercial is a good idea? We don’t want to watch commercial. That’s not what video marketing is about. Don’t do a commercial You could have a promotional video if you want to show it in a showroom at a tradeshow But that’s not what video marketing is about. It’s not about commercial It’s about creating good content how to and how much does it cost? That’s what we want to watch Not not your commercial because we’re gonna skip on it every single time alright, the second thing that you need to do to create traffic to your website is SEO right. This is you know, and I and I know I’ve talked to a lot of business owners They’ve been burn at one point or another by someone that did bad SEO on them but it’s like if you you know, really are you joining the group or you just Okay, great. No problem Listen it’s just it’s it’s really no point if you’re gonna have a website in 2018 And you haven’t done your SEO on it. It really makes no sense You have multiple SEO people here. Every single business owner should have their website optimized One of the things that’s really important is a four out of five mobile users actually search On their phone to find a business That’s you know, that’s should be you know Give pause to everybody in the room and you know, you can spend every but every penny you have to have an amazing website But if you don’t optimize it, you know Really? What’s the point in in having a website? You need to make sure that you have it optimized today? I’m not gonna go in details because I have a lot of people that know SEO much better than I do My point is really you just need to have SEO One of the things that everybody needs to know and it’s a conversation that I have a lot of with Business owners is the intent to buy versus no intent to buy And people try Facebook and it doesn’t work or they did try Google Adwords and whatnot here’s what you need to understand in digital marketing in 2018 is There’s no intent to buy on Facebook none None, we don’t go to Facebook. Who’s who has gone to Facebook ever? to look for a product and service Nobody we don’t that’s what we go to Google for the intent to buy on. Google is super strong So if you want to sell product and services you need to make sure that your website is optimized for For Google this is what we do we go to we go to Facebook to browse that funny pictures got funny stuff And this is where we collectively Give our attention to on a daily hourly basis But we go to Google to look for products and services. So it needs to be optimized for that Two things I’m gonna say about the difference also with Facebook and Google, you know Google is optimized for keyword primarily for keywords and location. So you do make sure that your local SEO is actually You know properly done and on Facebook is more location and behaviors. That’s that that’s really the key difference there know one thing you need to understand with also the difference between Facebook and In Google is the click-through rate. The average click-through rate on Google is 2.7 percent. That’s the average Nationwide and actually on Facebook. It’s a little bit lower. It’s 0.9 percent average click-through rate It’s it’s great because this is what we’re looking at, but that’s that’s the average click-through rate So in terms of talking about Google You need to have your website optimized I think everybody knows here in the room that you need to have your page optimize your schema done your Page titled on your description all this needs to be done. Again. This is not a technical SEO Presentation this is just like to have your website optimized in order to have it done. Now the third thing Obviously to drive traffic to your website in 2018 After C. Is social media, right? I just like you you can’t you know You can’t sidestep that so let me talk to you about things that we need to stop because I have business owners that come to me and They show me their their stuff. They’ve either tried social media. They’ve tried Google they’ve tried some stuff and this is what I See more often than not this is actually a local a local client I go on their Facebook page and then I look at the last 10 post on their Facebook page on a unequivocally This is the type of stuff that I see over and over and over again where they have their being sold Daily or weekly post to put on their on their Facebook page and this has to stop This does not work nobody cares and there’s a matter of fact if you look at the post it actually these are the The sixth first post I didn’t have space to put ten so I put six and if you notice that the first three have one like on Them and it was like who is that? I’m like, that’s the marketer liking their own stuff That is sad okay, this is not what Facebook is about like if you’re if if anyone is saying okay you need to have Daily post on your Facebook or we’re gonna put to post today. It’s nonsense. It’s really nonsense It’s actually detrimental you’re teaching the algorithm of Facebook is gonna penalize you because what they’re seeing is you’re posting boring shit Facebook is not in a business of showing your boring shit to people it’s not it’s actually in a business of the Opposite it wants to show interesting things to people come back So this is the last thing you want to do your marketers need to stop doing this kind of stuff you know if you’re in a business and people come to you and it says what we want to have daily posts and says telling Just I I don’t think it’s the right thing to do You know III do not go to Facebook to have you post yet Another article about something that you think is relevant and I want to see here’s the thing. I don’t care and You don’t care and the reason how we know that I don’t care and you don’t care is because Facebook Isn’t a business of likes comments and shares And if you post have no comments, no likes and no shares you have figured out how not to do it, right? That’s the deal that could just you know, if you look at you post the last ten posts no likes no comments no, share you’re not helping your cause and I’ve heard someone saying oh it shows a potential person coming on your on your page that you have fresh content I’m like, really I Go to your page and I see that you have 12 posts and none of them have any like any comments any shares any? Engagement and I think that that’s good for you. I Don’t think so. It’s just really not Right. So here’s what we need to start doing on social media We need to ask ourselves three questions And we need to have we need to get a yes on at least one of those questions on any post We’re putting on social media. The first one is does it add value? This that does this post add value to anyone that’s going to see it, right? The second one is does it make me smile? Thank you, does it make me smile Did it, you know, does it add value? Does it make me smile? And the third one is does it make me want to participate? Do I want to engage with that content? If you’re getting a no Which is I can tell you that the six posts that we saw That every single one of them would be a no for those posts then do not put it up You need to get a yes to at least three of them to at least one of those three questions Right, sometimes it’s not it’s not easy to say, you know making people smile But you can at least make people want to participate by asking questions Engaging people, okay So the other thing that you have to be is you have to be authentic I see way too many companies actually being what I call is like the fake. Everything is great all the time everybody smiles Everybody is having a good time. This is not real be authentic be you Don’t you know be human show your human side, you know show what’s going on in the business It doesn’t always have to be like everything is great We have a new arrival of product and services, you know sure what’s going on I mean you’re not I’m not saying, okay I just you know busted my knee and I’m hurting but I you you could just show what’s going on you have you know? Just activities around your business show that all right the fourth thing You want to do in? 2018 and 2019 It’s still blogs and content, but I’m going to actually tell you how to do blog and content the right way So here’s what I see with bad habits with marketers out there with a blog content The first one is you need lots of content lots of content. That’s what Google loves Google loves You know you posting a huge array of blogs on your on your website, and that’s not true That’s not true at all. So it’s it makes no sense whatsoever For you to post a lot of content. The second thing is that Google wants fresh content. It has to be fresh It has to be new It’s not true either There’s no there’s no evidence to show that Google will favor a fresh new piece of content versus an old piece of content. No evidence whatsoever And the second thing and the third thing is needs to be short and sweet that people love small pieces of content Mcgann it’s not true These piece of content done by Seth Godin Seth Godin is a professional writer, right? He makes his business writing a hundred words pieces of content that works for him Here’s the here’s the breaking news for all of us. It doesn’t work for us. It works for him doesn’t work for us Okay This type of stuff is so 2012. Like we were told in two 2012 that you need blog You need a lot of content and I still see people and I’m not gonna name names But I see still people it says yeah you need to have a daily blog on your website or at least two blogs a week and I see the blogs and it’s like 400 words of garbage that nobody reads nobody cares and this is not helping your cause So here are better habits focus on quality if you need to still create content in 2018 and 2019 but it needs to be quality content the one piece of content one quality high quality piece of content is Far more valuable than a hundred garbage pieces of content yet I see that all the time people have hundreds of blogs there’s a matter of fact one of the things that we talked we talked to them is we look at those blogs and they’re Generating if they have not generated any traffic in the last 12 months. We take them out. They’re actually a counterproductive Create useful content highly resourceful useful content that people enjoy your content has to be What Google loves is? relevant content relevant content to the keyword that has authority and Is thicky what I mean by sticky, that means that people were spending a lot of time reading it, right? One of the techniques that we use is the brian dean sky scrapers technique It’s an amazing technique Which is he has a course that’s called SEO that works by the way for if you want to learn SEO I was highly recommended you look at this course and the skyscrapers technique is basically you look at the top 40 pieces of content on any keyword and Your job is the sky scrapers technique is to make yours better than those 40 pieces of content Which means that it involves an enormous amount of research an enormous amount of work But since I just told you that you should not be writing a hundred pieces of content that nobody reads But only do one what we do with some of our clients is write one piece of content per quarter one Because that’s all we need and I have some case studies I’m gonna show you that actually did the work where we spent in Anor i’m Een i’m talking about some of them were spending fifty to seventy hours per one piece of content took us three months to do it But that piece of content made the whole difference Noah Kagan actually did a study on hundred million articles and here’s what came out of that study a hundred million articles published on the internet that Thirty percent of all the best pieces of content out there is utility useful content That content actually teaches you how to piece of content It’s useful in nature that the content length of the best pieces of content was three thousand words Three thousand words, that’s a lot of writing right, but that’s what people like they like long form of content They don’t like your 500 word blog that actually is not saying anything. It’s not even toilet readings. Seriously. It’s awful positive emotion was seventy-seven percent currently and you know You could you could think that in the current climate of what we’re dealing with all the negativity that you know It’s it’s either positive or negative. Actually, we don’t like negative content what we really like is positive seventy seven percent of all amazing content is actually positive in nature and looking good factor looking good is Is the social currency of a piece of content which means that if I share that piece of content makes me look good So that was a huge factor in creating content You mean you’re creating content that people would say You know what? I got to share that with my people with my friends on Facebook because it makes me look good So let me show you a couple of case studies here We created a list blog for law firm in Fort Lauderdale. They dealing with debt collection and what our research showed that debt collection Questions a lot about phone arrests of phone harassment people were looking at that So we created a piece of content that was called the ten important things to know with phone harassment calls That’s the content that we created which was over 3,000 words right took us a long time It took us a month and I have to create do all the research and whatnot. Here was the The result with that piece of content took us a month of research it became number six nationwide For phone harassment and number one locally. So instead of trying to do 20 pieces of content. We just created one and that one piece of content. Give us that type of results, right? That’s actually pretty pretty amazing Another type of content we created is a crowdsource content It’s actually the SEO that works Brian Dean methodology teaches that so we created a piece of content called how to display arts. We asked 357 designers nationwide There a tip on how to display art and 54 of them responded to us. So we had to research all the Designers in North America reached out to 357 and 54 of them came back to us and say well here’s how you do it so we created a piece of content that was 54 experts share their best tip for displaying art in the home that took That took three months of research and production to do but what that gave us is again seven number seven position nationwide and number one position nationally one post One post three month worth of work one post that piece of content is still in the top five Piece of content that drive the most traffic on their website. I know you’re recording How long was it was a three thousand word? It actually was not in terms of word. That was 54 It was probably a lot more than that But by the way, what’s amazing with the crowdsource is we didn’t generate the content? the 54 people did what we did was the research so we give someone And you can give that job to an intern find me 300 to find me as many Interior designers as you can in North America and they came back with a list and this is okay now Send to every single one of them an email says would you were doing a research paper and everything? Would you please give us your tip on how to best display art in the home? Now we knew we were aiming for 10 to 15 percent conversion rate We got 54 and then we create a piece of content So all what we did is put a picture You can look at the the piece here each person had their picture their name and what they said and that resulted in Seven a position for how to display our nationwide number one Locally and we’ll just listen there is no freaking way that anyone can bump us from that from that position Because it’s such an amazing piece of content not people stay with its 54 people. They’re going to stay a long time with it So it does the work so just basically for all of us here It’s like the proof that you know, one big piece of content. I’m sure they would have been sold by another digital marketing agency Let’s do two blogs a week and I can tell you that after three months My piece of content would have blown them out of the water No doubt, and I could guarantee you that those you know, whatever 20 pieces of content Not not a single. One of them would have ranked on Google All right Let me go here and then the last one that we did are not a piece of content I want you to look at is a Domestic violence attorney and we created a ultimate guide with facts help lines support group for that So instead of creating a piece of blog that would be boring about domestic violence We’re creating it an amazing resource blog So we created domestic violence the ultimate resource guide now one of the things that actually we got in our research because we did the work you can see that there’s A button in the upper right hand corner. That’s a red button that says leave the site Now what we actually discovered in our research in that once someone is a victim of domestic violence They are probably scared for for their well-being and that action button If you click on that button will close the will close the the page automatically That means if someone surprises them they can click on that button and it closes the page That’s the level of research that we have done that piece of content Took one month and was number one local market if you look in For our day and you look at the domestic Violence guide our piece of content is there and there’s nobody that is going to budge us from that That attorney deals with domestic violence cases and his piece of content This single piece of content is driving all the traffic and although these now unfortunately, it’s unfortunate for people You know, it’s not a fun environment to be in but obviously if a woman is a victim of domestic violence there’s an amazing piece of content and that piece of content by the way has everything all the shelters all the resources everything that could possibly need in Broward County Right. That’s the level of content. You need to create in 2018. Oh and the fifth thing and the fifth thing that you need to do to generate traffic on your website in 2018 is email marketing. I? Just a band I actually built my business my Start I opened my agency in 2001 and I grew it on the email marketing. I used that I was used I used to be one of the original spammers I had a database of a hundred and forty thousand emails and I’d given like interns and like here’s a phone book You don’t just type it up and everything and we used to send emails by You know weekly and I built my business and I got away from it Because it was just too spammy and whatnot And I didn’t think it worked and we got back into it in the last year and I cannot tell you how effective It actually is to drive traffic to your website I think that’s one of the biggest mistake when I talk to business owners when to look at the email marketing They want to send their newsletter or they want to send some stuff and I’m like, I think you’re missing the point You’re not a publisher of newsletter here. The purpose of your email is to actually drive traffic to your website You know, that’s what I choose and it’s very effective So one of things with email marketing when I talk to business owners or marketers It says one of the first thing you need to know is what is your open rate? Like need to know like if you have a tool that is not giving you your open rate You need to have a tool that gives you your open rate. And what is your click rates? Those are the two factors you need to know because what you measure will improve So I don’t know where it is right now Whatever your open rate is it is but you just can’t you need to know what it is? Email per email so you can improve that and there is a Watson bench benchmark report created a report Aggregating all the email marketing that was sent in 2018 and they came up with all kinds of data on the average Open rate per industry and it’s really an amazing report It’s called the Watson Benchmark report look it up and it will give you the open rate for your industry and I’m gonna give you three The average open rate for a real estate is twenty eight point one percent Right. So if you’re in a real estate business well You know that the average open rate is twenty eight point one percent So you want to measure yourself against that like if you open rate this twelve percent well It really sucks badly and you need to stop what you’re doing and improve it and if you’re getting thirty five percent while you’re above average Now for Restaurant is twenty five point five percent on average Sorry and for marketers is twenty four point two percent for us in the room Mmm, can I get what Charlie? Can you get me some water my boy? We’re some yeah, I’m sorry. I’m just got a frog in my throat twenty four point two percent Average for our industry. So basically measure yourself against that we’re using this to know How good we’re doing and right now, we’re getting between 25 to 26 percent average open rate So that what you that’s what you need to know with email marketing One of the biggest thing that you need to know, is that seventy percent of people on average Open an email based on the subject line alone They’ll thank you. Thank you Charlie Seventy percent now that means that people have not opened your email yet. They get your email They’ll look at the subject line and that is sufficient for them to decide whether they’re gonna open it up or not You’re not spending nearly enough time on your subject line Let me say that again you’re not spending nearly enough time on your subject line the subject line is key Absolutely key. The second thing that we look at is the from name And if you see a company name if you get an email and your inbox that it’s coming from catapult marketing Versus coming from Antoine DuPont if you see catapult marketing, what do you think? If you see anyone DuPont probably I don’t know Yes Pam or French annoying, you know, yeah Pepe LePew You know all that, but you’re like you don’t know if I got an email from Kevin I’m like, okay Kevin. I don’t know Kevin, but if I get it from kvl media, I’m like Oh whether it wants to sell me something So it’s like for every single we stop sending an email from your company name You’re actually sending a signal here that I’m trying to sell you some shit and we don’t want to do that Like just you know, the pay attention to that So if your open rate sucks, by the way if you send email marketing and you see that your open rate sucks It’s one of the two two reasons. The first one is your database may be old and stale we used to have a database of 140,000 email which we broke down to 50,000 which we broke down to 5,000. I remember every time I was crying. Oh my god Today, my email database is about 1100 emails. I Took all the crap out. I Had thousands of emails that were not valid they’re old and stale by the way the average the average Length of our an email is about 18 month Like if here if your database hasn’t been cleaned up in the last 18 month, it’s majorly time to do it Just get rid of stuff. You can look at it. People have never opened your email in the last year They’re not gonna open it take him out. They’re not interested you don’t want to you it’s better to have a high open rates or better to have actually an audience that care and wants to see your stuff say again saves you money saves you money the most like providers again like that have pools You find out if they’re yeah, absolutely Yeah, you get you can download your databases like anyone that has never open an email. Yeah, absolutely You can look at that You can actually save the people that open your email But you can look at that like people they have never ever ever ever clicked on your email. Take him out They’re not doing you any good, you know It’s much better to actually send it’s much better to have 300 people that are actually or like, oh well I’m glad you have your content as opposed to 3,000 that couldn’t care less. Yes Yeah, exactly this is a perfect thing you can send them an email and that says listen we haven’t opened exactly what you said perfect thing and If your database is not old and stale maybe your content sucks. Now, there’s a you know, there’s a particular nominate I really mean it and sometime I see news a lot of businesses still send newsletter and I’m like Listen, I don’t know how it is for you, right? I don’t know how it is in your inbox and when you’re receiving emails, but I’m getting way too many emails in my inbox And if I see an email that is like, you know, like long it’s got all kinds of articles and pictures and everything most of the time I go like oh I don’t have time for this stuff or I’ll put it in the folder to read later. Later And I never do and I never do that’s the reality So, you know One of the things that I would recommend to all of you is to actually look at creating content is a lot simpler You don’t just text only no images, you know, just provide value just you know Just give something that is resourceful with people a nice subject line your first name your last name give them half the article and give them a link to click more because remember it’s about Generating traffic to your website, but do that and we’re getting amazing open rate right now with this method When I see a lot To say again well video Well, that was the next point. This is actually creating amazing results for us so again I I told you yeah video marketing is is really something you need to look at in 2018 and I’m telling you what though our clients that are actually doing that which we’re doing video marketing with or getting amazing results because again, It’s the same thing, you know, you’re looking at the email and you’re like, oh my god I don’t have time to read all this stuff But then there’s a video so click I click on it. And then now they’re engaged with your content so this is a really effective because you know Remember, we really would rather actually watch a video content than any other form of content right now So, you know really go in and do that. So what’s next? in 2019 if you’re gonna do video marketing allow yourself to suck Yeah, this is my first video here Five years ago. Look at that beauty Isn’t that an amazing video? It’s horrible, but I went for it. You know, I I just used the webcam I went on my desktop. It’s a PowerPoint to the background with the webcam. It was awful, but I just went for it So if you want to do video marketing You’re not gonna get good at it right off the bat, you know, it takes it takes a learning curve You can hire a guy like Kevin which won’t do a great job for you, but it just it’s not easy It’s not easy to pull off and if you want to do it yourself You’re gonna suck and there’s nothing wrong with that. Just you just go for it and allow yourself to suck Be patient a lot of people everybody knows Gary Vaynerchuk in the room, right? But everybody knows a lot of people forget that Gary Vaynerchuk Yeah for eighteen month didn’t have an audience and five days a week He created a video on the wine library and had zero audience But he stick to it and I think the problem with a lot of people in the business and we were talking about this earlier Is people don’t nearly have enough patience with? digital marketing Get started now, you know That’s it’s it’s if you don’t get started with video marketing, this is going to be your site You’re going to be behind people and you’re you’re you’re not gonna have the first mover advantage YouTube is the second largest search engine in the world a lot of people forget that SEO people know that but the truth of the matter is YouTube is primarily a search engine That’s what it is Google is the first search engine Optimization in the world YouTube is the second one Facebook is predicting that by 2020 all the content on their platform will be Videos and will be consumed on a mobile phone So in terms of your strategy, you might want to consider that and Cisco is predicting that by 2019 eighty percent of all content on the internet will be 80% that’s next year, right? Videos and again, I’m putting the emphasis on that videos will give you authority It will give you credibility And by far is the most effective ways that we have found to generate leads for ourself in our clients Its wide open and video marketing it’s not too late A lot of people said was it too late that’s been there and everything actually it’s wide open. It’s you know, really like open fields in front of you as I was showing you with the how How much does it cost videos like if you look at you know time after time after time, this content is not being created So I’m just telling you there’s just nothing in front of you And quite honestly, if a French guy with an accent that looks like Uncle Fester can have a viral video also, can you and On that note. Thank you very much

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