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The Next Era of Web Marketing: 2019 & Beyond
Rand Fishkin, founder and CEO, discusses the evolving landscape of web marketing, emphasizing the need for marketers to adapt strategies as platforms reduce organic reach and traffic. Key changes include focusing on website and email as central marketing tools, adjusting SEO tactics, and investing in a robust marketing flywheel that prioritizes audience engagement over sheer reach. The document highlights the declining ROI of traditional web advertising and suggests a shift towards building true influence and community connections.
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The Next Era of Web Marketing: 2019 & Beyond
- 1. Rand Fishkin |Founder & CEO The Next Era of Web Marketing How Marketers Can Stay Ahead of Industry-Wide Change in 2019 and Beyond
- 2.
- 3. 2009 - 2016 The“Inbound Marketing” Playbook Create “Good Content” Promote Content on Social Media Grow Followers & Subscribers Choose High Volume Keywords for SEO UseAd Platforms to Drive Conversions Earn Links & Amplification w/ Outreach
- 4. 2009 - 2016 The“Inbound Marketing” Playbook Create “Good Content” Promote Content on Social Media Grow Followers & Subscribers Choose High Volume Keywords for SEO UseAd Platforms to Drive Conversions Earn Links & Amplification w/ Outreach
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- 6. #1 The Social PlatformsMassively Diminished Outlinking Traffic
- 7. Facebook Killed OrganicReach Via AdGo
- 8. They Sent Outbound,Referral Traffic to Zero Via BusinessGrow
- 9. Declines in FBReferrals Have Hit Every Vertical Via RivalIQ
- 10. Even Publishers WhoFocused on FB Clickbait Via Nieman Lab
- 11. Instagram Has AlwaysPrevented Outlinking
- 12. Twitter & LinkedInNow Bias to On-Site Content Via MarginallyCoherent
- 13. Reddit Works toKeep You on Reddit Via Reddit
- 14. YouTube Cuts OffDescriptions to Avoid Making Links Visible in the Default View
- 15. SO… Who Still DoesSend Web Traffic?
- 16. Via Google.com Oct 2016 Facebook.com Reddit.com YouTube.com Imgur.com Bing.com Wikipedia.org Gained/Lost 59.2% 6.5% 5.4% 4.5% 2.2% 2.2% 1.4% Yahoo.com 6.0% -1.4% -1.3% -2.0% +0.3% -1.2% +1.5% -0.1% -1.7% Amazon.com1.3% +0.1% Top Traffic Referrers Feb 2018 57.8% 5.2% 3.4% 4.8% 1.0% 3.7% 1.3% 4.3% 1.4%
- 17. #2 Google (for thefirst time) Sends Less Organic Traffic
- 18. Google Solves More& More Queries Without Clicks
- 19. Google’s Desktop CTRs September2018 (US): Paid: 5.6% Organic: 65.6% No Click Searches: 34.4% *Note:Sumsare greaterthan100%assearcherscan clickmultipleresultsperquery
- 20. Google’s Mobile CTRs September2018 (US): *Note:Sumsare greaterthan100%assearcherscan clickmultipleresultsperquery
- 21. Google’s Mobile CTRs September2018 (US): *Note:Sumsare greaterthan100%assearcherscan clickmultipleresultsperquery Paid: 8.7% Organic: 29.7% No Click Searches: 61.03%
- 22. Via SparkToro Zero-click searchesare up 30% in two years.
- 23. Via SparkToro Cannibalization ofClicks is a Worldwide Phenomenon
- 24. Google Maps/Local Clicks onlocal results go to Google… not your website
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- 30. Answers (of allkinds) No link credit to the sites scraped – just algorithmic aggregation we can’t escape (because publishers need the scraps of traffic Google might still send)
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- 33. #3 “Influencers” Failing toDeliver Influence…
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- 39. Via TheDrum “I docampaigns for brands on a weekly basis and less than half ever come back for metrics; less than 50% ever want to know what’s happened. That makes me think it’s PRs playing a numbers game and once a campaign has gone no one is really interested.”
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- 42. Influencer Marketing Definitions: 2012:Discover all the sources that influence your audience. Do marketing (of all kinds) in those places. 2018: Pay half naked people on Instagram $500 to snap photos with your product.
- 43. Potential Sources ofInfluence: Podcasts Events Mainstream Media Trade Journals Whitepapers Radio Television Guerilla Marketing Branded Publications Blogs Twitter YouTube Channels Industry Reports Facebook GroupsWeb Searches Email Newsletters Consumer Review Pubs Instagram
- 44. Where “Influencer Marketing”is Done: Podcasts Events Mainstream Media Trade Journals Whitepapers Radio Television Guerilla Marketing Branded Publications Blogs Twitter YouTube Channels Industry Reports Facebook GroupsWeb Searches Email Newsletters Consumer Review Pubs Instagram
- 45. The Backlash isHere… Via The Drum, Campaign, & Medium
- 46. #4 Web Advertising ROI(in many fields) Is Trending to Zero
- 47. Venture Dollars Floodthe Ad Markets Via Pitchbook
- 48. Investment Dollars Aren’tSeeking Profits… Just Growth Via Statista
- 49. Ad Bids inMany Sectors Go Far Above What’s Profitable
- 50. Many Marketers Aren’tAccountable to Metrics Via Buffer
- 51. Display, Search, &Social All Operate This Way
- 52. Ad Costs HaveGone Up, While ROI Trends Down Via BusinessInsider
- 53. SO… What DoWe Do?
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- 55. 2009 - 2016 The“Inbound Marketing” Playbook Create “Good Content” Promote Content on Social Media Grow Followers & Subscribers Choose High Volume Keywords for SEO UseAd Platforms to Drive Conversions Earn Links & Amplification w/ Outreach
- 56. Create “Good Content” Promote Contenton Social Media Grow Followers & Subscribers UseAd Platforms to Drive Conversions Earn Links & Amplification w/ Outreach CenterAll Marketing on Your Website &Email Lists 2019 What Needs to Change
- 57. Make Your Website(and email list) the Center of Your Digital Campaigns Mysite.com
- 58. 2) Own &Control Your Web Platforms Old School Cool 1 )
- 59. 10 New Emails> 10,000 New Followers Via Creative Guerilla Marketing
- 60. 100 Website Visitors> 10,000 New Followers Via Bannersnack
- 61. 100 True FansBeats 100,000 Visits. Aim to Increase Passion > Traffic. Via Buzzsumo
- 62. Change Your Approachto SEO: Click Volume > Search Volume
- 63. Via Keyword Explorer Letyour competitors chase these. While you go after these
- 64. Promote Content on SocialMedia Grow Followers & Subscribers UseAd Platforms to Drive Conversions Earn Links & Amplification w/ Outreach CenterAll Marketing on Your Website &Email Lists 2019 What Needs to Change Invest in the Right Marketing Flywheel
- 65. A Great MarketingFlywheel Scales with Decreasing Friction
- 66. Content Marketing Flywheel KW Research + IndustryIntuition Publish Content Promote via Social Channels Push to email + RSS subscribers Earn Links + Amplification Grow social, email, RSS, & WoM channels Grow Domain Authority Earn Search & Referral Traffic Rank for More Competitive KWs
- 67. PR+Ads Flywheel ID Sources of CustomerInfluence Craft Stories to Draw Coverage Earn Press Coverage Pitch Media Amplify + Promote Run Ads Targeting Cookied Visitors Expand Social Following Slowly Convert Fans + Followers Refine Ad+CRO Processes
- 68. Events + Sponsorship Flywheel ID Eventsw/ Customer Targets Sponsor + Pitch to Present Capture Visitor Info Host Booths, Dinners, Parties Reach Out w/ Direct+Indirect Emails Cookie Site Visitors & Email Opens Run Hyper- Personalized Ads Improve CRO + Sales Process Uncover Customer Connections & Affinities
- 69. Hard at first,but gets easier (& more profitable) with scale Find Find Create Create Amplify Amplify Convert Convert Learn & Apply
- 70. You Want aFlywheel That Sparks Demand
- 71. Growing Branded Searches> Ranking #1 for Generic Searches
- 72. Grow Followers & Subscribers UseAdPlatforms to Drive Conversions Earn Links & Amplification w/ Outreach CenterAll Marketing on Your Website &Email Lists 2019 What Needs to Change Invest in the Right Marketing Flywheel Market WhereYour AudienceAlready Pays Attention
- 73. “Social” Isn’t WhereYour Audience Is… That’s Just Saying “Our Audience is Online” Via Hootsuite
- 74. Discover Your Audience’sTrue Sources of Influence – Market There
- 75. Not the MostFollowed X… But the Sources of Influence Most Followed by Xs vs. 22% of food bloggers follow Foodista
- 76. It’s Hard toGet This Data, but Surveys & Interviews are a Good Start Via Typeform
- 77. Your Targets ShouldInclude ALL of These: Podcasts Events Mainstream Media Trade Journals Whitepapers Radio Television Guerilla Marketing Branded Publications Blogs Twitter YouTube Channels Industry Reports Facebook GroupsWeb Searches Email Newsletters Consumer Review Pubs Instagram
- 78. Your Targets ShouldInclude ALL of These: Podcasts Events Mainstream Media Trade Journals Whitepapers Radio Television Guerilla Marketing Branded Publications Blogs Twitter YouTube Channels Industry Reports Facebook GroupsWeb Searches Email Newsletters Consumer Review Pubs Instagram Pro Tip: If your competition ignores a channel, you get higher content/ad engagement for less money
- 79. UseAd Platforms to DriveConversions Earn Links & Amplification w/ Outreach CenterAll Marketing on Your Website &Email Lists 2019 What Needs to Change Invest in the Right Marketing Flywheel Market WhereYour AudienceAlready Pays Attention Balance Social Engagement vs. Drawing Clicks
- 80. When I havea low engagement post, my next post has a harder time reaching a big audience.
- 81. When a postgets high engagement, FB boosts the reach of my next post (unless it starts to show poor engagement)
- 82. In this way,Facebook (& Twitter, Instagram, LinkedIn, etc) reward high engagement streaks and makes accounts w/ low engagement invisible.
- 83. Social Algorithms AreDesigned to: Engage Addict Retain Does this content attract users, generate likes/shares, & hold their attention? Do users who see this content stay on our platform and keep engaging? Do users who’ve consumed this content return to our platform again & again?
- 84. To benefit fromthis system, use a formula like this: High engagement, non- promotional post High engagement, non- promotional post Promotion w/ Link High engagement, non- promotional post These earn brand exposure & new followers High engagement, non- promotional post
- 85. To benefit fromthis system, use a formula like this: High engagement, non- promotional post High engagement, non- promotional post Promotion w/ Link High engagement, non- promotional post These capitalize on your algorithmic reputation for high engagement, & earn direct traffic High engagement, non- promotional post
- 86. UseAd Platforms to DriveConversions CenterAll Marketing on Your Website &Email Lists 2019 What Needs to Change Invest in the Right Marketing Flywheel Market WhereYour AudienceAlready Pays Attention Balance Social Engagement vs. Drawing Clicks Broaden Content & Outreach Campaigns
- 87. Successful Content TargetsTopics that Resonate with Amplifiers, Not Just Customers What Your Customers Care About What Influential Publications & People Your Customers Listen To Care About Topics with high potential reach
- 88. The More DifficultContent is to Create, the Easier it is to Stand Out E.G. SparkToro’s strategy is to create free, interactive tools, not just blog posts
- 89. Blog Post Tweet Useful GuideInteractive Tool Guest Contribution for a Notable Publisher Photo MobileApp Video Custom Illustration Physical Product Successful, scalable community Easier Harder
- 90. Spray+Pray Outreach Leadsto Reputational Damage (for both brand & social/email/search algos)
- 91. Human, Targeted, Story& Values-Driven Outreach Wins
- 92. 2019-Beyond The Smart Marketer’sPlaybook Invest in the Right Marketing Flywheel Balance Social Engagement vs. Drawing Clicks CenterAll Marketing on Your Website &Email Lists UseAds to Reach Already-Primed Audiences Broaden Outreach & Influence Campaigns Market WhereYour AudienceAlready Pays Attention
- 93. First: Organic +Brand; Then: Ads + CRO If you’re not yet known, liked, & trusted, ad ROI sucks.
- 94. Via Wordstream New toa market? This happens. Known & loved? Welcome to Profitville.
- 95. How to Winat Digital Advertising Step 1: Earn brand exposure w/ your target audience Step 2: Get >1 organic visit (or social engagement) Step 3:Advertise to those who already know+like you
- 96. 2019-Beyond The Smart Marketer’sPlaybook Invest in the Right Marketing Flywheel Balance Social Engagement vs. Drawing Clicks CenterAll Marketing on Your Website &Email Lists UseAds to Reach Already-Primed Audiences Broaden Outreach & Influence Campaigns Market WhereYour AudienceAlready Pays Attention
- 97. Rand Fishkin |Founder & CEO Thank You!