MarketingDojo #19: Is Creator Economy Recession-Proof? 🚀
The future of SEO in a chatbot world, B2B sales cycle are impossibly long & more.
Hello Everyone,
If you haven’t cleaned up your room, today’s a good day to get organized. May 10 is “Clean up your room” day today. I wonder where the idea came from, but my cleanliness freak mom will be proud.
In this issue, we will cover
🔮Future of search engine optimization
📽️An obvious opportunity for B2B marketers
📨Interesting Call to action for your emails
💰The creator economy gold rush has only just begun
And much more.
Before we start, a small request - If you haven’t yet, please consider subscribing to the weekly newsletter.
Chatbots vs SEO: Let’s Buckle Up Our Seats For the Future.
If you are a marketer or a brand owner, you've likely been approached by individuals claiming to be "Search Engine Optimization (SEO) experts" with the guarantee to rank your website in the top 10 Google search results.
Since Google holds over 92% of the search share, optimizing websites for Google search is crucial in integrating with a customer's digital journey.
However, some companies have been gaming the system with unethical practices such as keyword stuffing in unoriginal content and backlink farming, compromising the integrity of search results.
Sometimes, the Google results seem irrelevant. As per SEMRush's report - 25% of all Google searches result in query modification.
But things are changing quickly - Bing, Bard and other chatbots are all set to disrupt search as we know it.
What can marketers expect? One answer came from Ryan Law, CMO at Animalz. His eight predictions are as below:
I agree with most of them; I am convinced that the return on investment from SEO as a channel will go further south. Most brands will reinvest in paid growth & community building in the short and long term.
An article on the Animalz blog goes in-depth with the 8 predictions and suggests a few actionable steps:
Information gain: Identify niches where quality content is weak. Do original research and roll out new-to-the-world, valuable content.
Diversify: Explore other content creation and distribution forms.
Build a team of marketing generalists.
YouTube: The Untapped Marketing Channel for B2B Companies
If you are considering diversifying from a search-dependent strategy, here’s one way to start.
The latest Digital 2023 April Global Statshot report from DataReportal is now available, providing valuable insights as always.
A notable addition to the report is a section focusing on the B2B customer journey—two key takeaways for B2B marketers.
First, it's surprising how frequently B2B buyers use YouTube for research, making it the top social media platform.
Second, brands are not investing enough in YouTube. Only 13.6% of the respondents reported a marketing presence on Youtube.
I admit I am in the same boat. We are spending much of our resources on a YouTube strategy this year. If your brand has seen success on Youtube, reach out - Let’s exchange some notes.
Revamp Your Email Call To Action for Better ROI
Sign-up, learn more, and contact us - most emails come with predictable and boring Call To Action. This article by Email on Acid, includes five examples of creative CTAs.
One recommendation that I am going to implement ASAP - replace a boring “download report” with a more aspirational “achieve your goals”.
Some other hot tips
Use a single CTA: A compelling CTA earns 371% more clicks than those with multiple CTAs or no CTA.
Place the CTA in multiple sections of the email
Use power words to drive action
Meme time: B2B sales cycles are getting long. Really long.
Creator Economy’s Gold Rush Has Just Started.
Goldman Sachs' latest research is bullish on the creator economy.
The creator economy, AKA the influencer economy, is an economic system built by independent content creators who develop their audiences and earn revenue from their creations.
Today's influencers are spoilt for choice - TikTok, Instagram, Youtube, Patreon, Substack, Twitch, OnlyFans, and many more platforms help them build their audiences.
Here are some highlights from GS research:
The total addressable market of the creator economy could roughly double in size over the next five years to $480 billion by 2027 from $250 billion today.
50 million global creators are expected to grow at a 10-20% compound annual growth rate during the next five years
Only 4% of global creators earn more than $100,000 a year. This is a figure that folks at Goldman Sachs expect to remain constant despite the number of creators rising.
70% Of the influencers depend on brand deals to make money.
Only a few platforms will attract the top creators. The platforms that thrive will need six conditions to create a flywheel effect: scale, capital, an AI-powered recommendation engine, monetization tools, data tools for creators & an integrated eCommerce solution.
Courtesy: Reddit. An influencer in China is streaming via hundreds of phones to maximize views and engagement.
Women are from Venus Pinterest, and Men are from Mars Twitter.
Facebook’s reach, TikTok’s engagement and Snap’s younger audience demographics - wouldn’t that be a killer combination?
Sprout Social combined multiple data sources to collate social media demographics.
I have collated a few for a ready reference.
Note: Instagram’s reported audience size is 2Bn, but other independent resources peg it at 1.38Bn. That’s almost a Snapchat size difference between official and unofficial numbers. 😲
Short Stuff:
BeReal launches RealPeople - A feed of famous people being real. (Finally, a new feature).
Mastodon simplifies its sign-up process. (Good move, this one).
Bing’s waitlist period is over and available to all freely. (Bing’s moving at breakneck speed).
That’s all for this week’s edition. If you enjoyed reading this week’s issue, consider liking or commenting. These signals help improve the organic visibility of the newsletter.
Thank you again for giving me your time and attention.
I wish you a fabulous rest of your week.
Love,
Garima
P.S.: If you're unsure about trying a chat experience instead of searching, I have a recommendation you'll love. A few months ago, I tried out preplexity.ai, and now I can't get enough of it!
It uses GPT4 and other large language models. I appreciate its user-friendly interface, the ability to switch sources, and the high-quality answers it provides.
