Diese zwei Marketingkanäle bringen aktuell den höchsten Ertrag

0:00Um, Steve Kaplan, uh, he says, "I'm relaunching my brand to do AI automations for businesses. I ran a digital marketing agency for 5 years. Should I just pump out content? What are my top two channels? I have mastery of AI to help me." >> You can take that one. >> [laughter] >> Um, the the the Well, first off, the world is not going to know that you are good at something unless you're good at something unless they know that you're good at something. Like so, you can't start as Alex will always say, you know, mar- the first part of marketing is actually having proof that you actually can do the thing. If you if the world doesn't know that you can do the thing, then it's hard to it's hard to sell the thing that you can do the thing. So, that's that would be the first thing.

0:39So, um I think you also have the digital marketing agency brand. I would lean on that. That makes a lot of sense. You got proof in this. You can say, "Hey, I've done all of this and since I have done all of this, I can now do this better for you." So, that's a really good frame around this as well. Lean on the proof that you already have is what I would say, but you have to build some proof on the thing that you can do. Otherwise, I'm not believing that you can do the thing. Overall, would you say would you say define? Top two channels, I mean, um

1:08>> I'll say this. Um, right now, so we measured ROI by channel, but that can be deceptive because everything that's closer to a transaction will always have what appears to be a higher uh return. Uh, like for example, if I were to say, uh, "Hey, who here listens to my podcast?" So, people who listen to my podcast in general, uh, along with I'll just use podcast as an extreme example. Podcast listeners are incredibly loyal, incredibly like down funnel, um, and are more likely to make any kind of purchasing decision. So, I'll bet you if I were to say, "Who here, you know, who who donated 200 more bucks listen to my podcast?" You probably have a huge crossover, right? Now, if I said, "Hey, because that's my quote highest ROI channel, I should go all in on that."

1:47That wouldn't be the answer because it doesn't have as as much suggestion. There's not enough of reach in it. And normally people take other steps prior to getting into the podcast world. And so, I would say that the right now the two channels that I think have the highest blended return, meaning they capture new attention, but they also nurture, is going to be Instagram, primarily because it has it's there's so many ways to transact on Instagram. So many ways to create like you can create calls to action on Instagram almost more effectively than any other platform. You can do stories, you can make posts, there's DM automation with ManyChat that you can create team setters. Like there's so many different ways you can monetize on Instagram. Now, the only downside of Instagram, because otherwise Instagram would be like the the the goat platform, is that it's short form. That's the honestly that's the that's the only downside. And I would say that for those of you who are making Instagram content, I would strongly recommend a way to make Instagram longer form in terms of its ability to persuade and influence is to create longer captions.

2:43>> Oh. >> Because the longer caption serves as basically more education than maybe you might be able to make inside of very short video. Um and so that would that would shift it more towards kind of like LinkedIn which has, for example, great uh monetization stuff, but like it just has fewer people and it's going to be more How do I say like people haven't crushed on LinkedIn? They have. But if I had to pick two, one would be Instagram and the other would be YouTube. YouTube like right now is still I think the king, you know, of like you get suggestion, you get discoverability, but you also get the ability to both make both make shorts and long. So shorts gets you even more discover discovery, but the objective isn't to have a cool shorts channel.

3:18So I'll tell you guys this little story cuz that might that might be interesting for you guys. So I talked about this with Steve So I went to do Diver CEO. Some of you guys saw that panel that I was on. And Steven Bartlett, right when we were done, said, "Hey, this crazy thing happened." He said, "What I I I I watched or I saw someone who was at the influencer soccer game." It was in the UK, I think. And it was like all the influencers UK versus all the influencers US. And what was interesting is that there's basically four types of influencers there. They had A-list celebrities, number one. Number two, they had short celebrities, TikTokers, you know, primarily.

3:50And then they had long formers, so like YouTubers, things like that, and podcasters, whatever. And then they had streamers. So, those were the four categories. And they said that they like the the de facto, you know, phallus measuring contest, that's right, being PG, uh, was how loud your applause was when they said your name when you got introduced. >> Oh, wow. >> And so, what was really crazy is that when they had the A-list celebrities, like it was almost inaudible. Like, barely anyone clapped when the A-listers came out. Then the short-form people, it was a little bit louder, but barely barely audible. Then the YouTubers came out, and it was like applause. But then

4:24>> [laughter] >> then the streamers came out, and it was like it was the streamers' stadium. >> Yeah. >> And so, to me, it just shows that that like you gain influence through the number of positive interactions that you have with a prospect. And so, the idea is like, how can we increase brand surface area? >> Yeah. >> Um, and I'll just give you a math example for this to drive this home. So, let's say if if someone were to say like, would I rather, real talk, would I rather have someone consume 100 pieces of short content from me or one two-hour podcast?

4:55I'll tell you hands down, zero questions, not even close, two-hour podcast. Not like not even a question. But here's the math behind it. So, let's say I have 100 shorts. Average short duration, I think, is 15 seconds, right? For us, at least. So, 15 seconds, so it's a quarter of a minute. So, that means that 100 shorts is 25 minutes. >> Time on brand. >> 25 minutes.

5:18And then one two-hour podcast is four times that. Right? And so, I'm getting four times that quote time on brand by having one. And so, then the question is, is it harder for me to get somebody to consume one piece of two-hour content or 100 pieces of shorts? And in my opinion, I think it's harder to get 100 pieces of shorts to get consumed, my opinion. And so, I do think that the shorts are valuable for two reasons. One is because you get facial recognition, which I do think is actually important. Like, if you ever run ads later, people recognizing you, "Oh, I think I saw you in that thing. I think that's valuable.

5:49But secondary, and this is the main one, is that it brings them to deeper interactions that have more surface area. So, think about your shorts, at least as I think about them, as ads towards getting people into the longs, right? And then the increased amount of content, like what's longer than a podcast? Read a book. Right? If you read a book, you're probably way more way more likely uh to to like the stuff. Okay. So, hopefully that was a little preview for uh for the shorts. >> I'll say I'll say this one >> One thing that this this is a general theme for a lot of people, like we have a lot of like starting a business new.

6:20Uh if you're into like the AI automation, you can actually translate it across the board, is it's easier to learn by helping a client, right? So, if if our general if Steve here ex- actually when I make up a number made went went to like a uh a local restaurant and said, "Hey, let me build an automation for you that does X thing." And then I'll give it to you for free. He builds it for that, and now he can go take that automation and resell it across the board because he's perfected that one thing. And so, you learn much faster that way by with a live client.

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