I was giving an interview at the DigitalMarketer (a community of digital marketing experts). In my digital marketing journey of the last 30 years, I have learned much from my experience and collaboration with other experts.
Here, I explain how digital marketing is like a recipe, and I want to share this recipe with others to create a million jobs. Social media has changed marketing dynamics, and newcomers have many opportunities. It can be summarized as,
“It is still wide open. It is still brand new.”
We take recipes from other business leaders on how they do things step by step, so everyone else can repeat those and follow. I was a math guy, so I thought everything was formulas and equations.
So, when it came to digital marketing 30 years ago, I thought, how do I teach other people how to build websites, how to build landing pages, how to write copy, how to do videos, and how to build a WordPress site?
Naturally, I’ve just accumulated a library of all these recipes from all these other experts. And I want to put it out there and align with digital marketing on how we can help these 10,000 businesses double in the next few years. And as part of that,
I want to see a million plus jobs from our training.
Who Can Achieve Success with Digital Marketing
I believe the Facebook ad is based on some recipe for anyone who can achieve a result, whether it’s hitting a golf ball or driving sales. If you have the ingredients, the technique, and the tools, you will be able to get that result.
I like to work with businesses that have a personal brand where there’s some expertise. Maybe it’s a doctor, real estate agent, or service business because they build relationships through their expertise and story.
They can put that out on Facebook, Google, YouTube, Instagram, TikTok, LinkedIn, and other places to be known. Then we can optimize the data from these different systems to drive more sales leads.
How is Social Media Changing Marketing Dynamics
I think social channels and all the other tools are getting us closer and closer to having honest conversations, which is ironic if you think about it. Thirty years ago, before the internet, you would talk to a shopkeeper, and they would remember who you were, what you were up to, and engage with you. Now, we’re just trying to simulate something we already had thirty years ago.
Getting the Most Reach
People now want relationships, and many talks about being authentic and real. But what does that mean? Does that mean that you have to be on TikTok and YouTube? Do you have to be Gary Vaynerchuk and talk about what’s going on, and have a cell phone constantly on your face?
I don’t think so. I think it’s about structuring your 3×3 videos, structuring these little one-minute snippets about
You would think that extroverts and public speakers are the ones who are most likely to be able to get the most reach. Certainly, the influencers are going to be seen a lot more. But I find that the people with the expertise, those who care, and the more thoughtful people tend to be introverts. They are also visible like others.
Consistency is Key
Your first hundred videos are going to suck. Your first hundred blog posts will also suck, just like anything. You must put in the time. You may suck at first. But what I can tell you is that when you’re in that 1%, that make it past a hundred days and have made it a habit; you’re going to beat all the other people, all the other dentists, all the other real estate agents, all the other people in your category.
It is disheartening to work and not see results. But I like to say that for every ten attempts, you will have one win. Think about Babe Ruth, one of the most famous baseball players, the home run king. What percent of the time did he home run? It’s 7%. So, be okay with 93% failure because one home run is all you need.
The Future of Digital Marketing
In 2030, marketing will be automated because of all the tools and social networks. The only thing left that the robot can’t automate or fake are our actual relationships, which circle back to word-of-mouth and our relationships with our customers.
So, if we know that there’s automation, deep faking, and tools that create and distribute content, then the most valuable thing is the very seed that those tools and those robots cannot create, which is our identity.
A.I. Marketing and the Future
When we could record behind-the-scenes moments with our customers, of
- What we stand for,
- Why we’re doing what we’re doing.
That’s the stuff that the A.I. can’t figure out. I’m not afraid of the different tools. The tools are here to assist us because we live above the line. We live above the robots.
So, we’re dictating what they need to do, but that means we have to put the ingredients in A.I. The ingredients are those little lightweight moments we collect on our cell phones.
So, in 10 years, everything will be automatically created, and funnels will be auto-generated. Ads will be automatically created, and all the targeting, optimization, and ad spending will be done for us.
It’ll be just like putting something in the machine and pressing a button. So, whoever can put the best stuff in the machine will win because everyone has access to the same machine.
It’s Time to Start a Digital Marketing Agency
People say starting an agency is difficult because it’s too late and competitive. But now is the best time to start a marketing agency because of what happened with COVID.
People are now starting to get online. Quarterly businesses are doing digital. It is a complete blue ocean. So, the fact that there are many agencies out there doesn’t mean there’s too much competition.
Start your journey today. Check out our academy, and let me know if you have any queries.
About the Author
You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.
You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.