In episode #2749, we cover topics related to SEO manipulation, AI overview results, click-through rates, private equity, influencer marketing, and the impact of AI and blockchain on authenticity. We also delve into the use of Twitter for customer acquisition and the importance of building an audience before selling products.
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This message is brought to you by Single Grain. A Single Grain is a marketing agency ran by yours truly. Single Grain does paid media SEO, creative conversion rate optimization, has worked with a handful of companies such as Uber, Amazon, Airbnb, Salesforce, to startups, venture backstartups, a lot of different companies, and ultimately our mission is to do innovative marketing that drives customers. If you want to learn more, just go to single grain dot com. Again it's single Grain grain like wheat and we'll see you on the other side. Did you know that you can manipulate SEO results using LinkedIn posts LinkedIn pulse? No? I did not see that. So this tweet is from a GoFish Chrish. So he works at a He works at an agency that has fish in it. I think maybe it's his agency. So he says, here's an aiover review result, just FI for everyone. It's no longer called SGE. So it used to be called Search Genitive Experience. It's now Google did a whole conference this past Monday. It's now called aioverview results where they give you the AI result. Right, So he says, here's an AI overview result. Where two sources are pulled from LinkedIn Pulse. This is another way people can manipulate the search results. Want to be in the top answer, create a Pulse article because LinkedIn has a lot of strong domain authority. Yeah, so if anyone doesn't know what air or reviews look like, you know, think of it as just SGUs read. You'll pull it up on the screen. Okay. What's really cool is searching into the land has a really good example of this is how do you clean? What is it? I couldn't see the whole query they typed it in, but I missed it. It's something like how do you clean fabric cushions and pillows or something like that. They'll show you a response and then they show you all the links that they're pulling the source from. It was how do you clean a fabric sofa? All right, and then they'll end up breaking down how do you do it? And then again at the right at the bottom of it, they show you all the sources that they're pulling information from, and they're saying that the click through rates for those sources are through the roof, but they're not actually sharing how high of a click through rate they actually which I'm curious. I'll end up finding out sooner or later because we track a lot of the science, you know what's interesting. So I tested on perplexity. I was like, what are the best marketing agencies out there? First result, single grain. And this is the problem with LLLMS, Right, They they will find one article and they'll cite that article as gospel and they'll just pull the results from that article, right, because that article is a list of agencies, right, yes, and it listed from that and earlier today we did it when we did the Agency Owners Association call. One guy that was on the call, his name is Mario. He has like a WordPress dev shop, right, and he's like, he tested all the different like grock, perplexity, all these things. Guess who showed up as number one? Oh, you didn't even know this yet. So sayad has a word press agency that he partnered up with and so all he has strong domain authority. Right, so he's like number one on all of those. So I see that being a potential problem. Good job. So yeah, by the way, but the potential problem here is if it's only citing from one article and it's not kind of binding answers that could be an issue because that's pretty easy to gain. Yeah, no, it is. And we're seeing similar things like we've gone hit up multiple times of people saying like, Oh, I found you on chat GPT and they recommended your agency and I love it, don't get me wrong, but what are they actually pulling for? And I don't think you or me are the number one agency. And the reason I say that isn't to throw shade at Eric or myself is we don't do everything. If someone's looking for agency to run TV ads, Vaynermedia is going to be a better fit than Eric and Ized Agency. If someone wants an agency for SEO, Eric and I Agency is better than Vayner Media, right because we specialize in that more than them. Running television ads now doesn't mean doesn't mean that we can't run TV ads. No, we can do it. They've done more Super Bowl commercials than we have. We've done more SEO campaigns than they have. And it can go for many different things, whether it's email marketing or conversion rate optimization, or if someone's like, oh, you're the best SEO agency out there, or you're the best pay per click agency out there, but you're in the United States and we're in thirty six countries. We need you for thirty six countries. Well, that's not going to work well. Our agency is in a lot of countries. We're not in thirty six. I think we're in twenty something at this point. But the point I'm getting at is, depending on what your needs are, there's someone who's going to be the best fit for you. And it's not a simple chat GBT response. You know what is the best marketing agency? If it's marketing school, that, for damn sure is correct. So don't forget to leave a review and a rating. Towards the end of this, we still have a couple more to go, so we're by the way. You and I have talked on the phone about this. But the phrase here is why marketing is a joke to private equity dude, It's funny. I know someone who had their company funded, they did really well, they went public, and then a private equity shop ended up buying them out for billions of dollars. All Right, the stock wasn't performing as well. The private equity com and he added leverage, sold it to another fortune probably one hundred company, and after they added leverage and stuff. If you look at how much cash they put it, not what they bought the company for and what they sold it, but how much cash they actually put it and the cash they got back for their portion, because a debt just gets paid back. With debt, you know you're paying that back out plus whatever interest you paid. No joke, they made almost six times their money. And it's funny because a lot of people talk about that. And this is one of the biggest private equity shops out there. They manage some of the most amount of money. And when I say one of the biggest, it's top ten. And they don't do tons of marketing, and people look at them as like, oh, they suck at marketing. It's not that they suck at marketing, and sure, maybe they do, but they have enough money to go hire a ton of marketers that are amazing, and if they hire one hundred of them in ninety nine don't work out, they could afford the ninety nine that didn't work out and just pay the one that does work out. That's how much money they have. Right These guys are on the Forbes list for the founders, and when you look at them, they don't need marketing to work because their playbook works. It's just like you got to find what works for you, and if it works for you, go and do that. You don't necessarily have to do the same thing that someone else is doing. And it's not just marketing. It could be sales a certain way, or even with marketing. I love social media, I love SEO. I'm not as good as paid advertising as some of the people on my team. I let them focus on paid and I focus on what I'm the best at and vice versa. Like I'll do a lot of the copywriting. Some of the people on my team hate writing copy. I'm like, just give it to me. I'll rewrite the copy myself. Focus on your strengths and whatever your strengths are, that's your real edge. Just continue to get better at them versus diversifying and trying to learn everything. You know, what we talked about on the phone is that, you know, trying to believe that marketing has an edge over you know, whoever controls the money at the end of the day, Like they're the ultimate rulers, right, and so marketing is a subset in business, right like private equity is very much is this right that's playing the game of business? And so I think marketing certainly helps. But for any marketer to think that, oh, what you bring is going to be much more different than a private equity shop, No, you're not going to beat the level of relationships, the financial engineering and all these cool things that they know how to do. It's it's hard to beat that. Like just keeping my marketing is under that stuff. Marketing totally agree with you. The people who really have the power in the business world are the people who control the money. Yep, bangers, all right, everyone, quick message from the Agency Owners Association. So this is the pure group for agency owners that Neil and I both put together. This is for people that are doing six figures, seven figures, eight figures, even nine figures as well. And we're all here to help you grow your agency faster. In this group, we share leads. We also we share learnings with each other. It's a community where people can ask questions their most burning questions personally professionally, will share templates, reports, things like that. We're constantly adding more value to the group. I will tell you that the price is continuing to increase. The good news is that there's no long term commitment, so you can just learn more by going to marketing school the io Slash Agency. Once again, that's marketing school, the Ioslash Agency to learn more and we hope to see you inside. Brian Johnson says this on Twitter. Influencers make sixteen dollars imperpetuity so forever every time you buy AG one for seventy nine dollars. AG one spent forty million dollars on podcasts last year alone. You lost me. What's AG one? Athletic Greens? Right? It's the little the green green powder, that greenpowder to get your daily dose vitamins. So repeat it again, saying Athletic Greens instead of AG one. So influencers make sixteen dollars imperpetuity every time you buy Athletic Greens for seventy nine dollars. Athletic Greens spent forty million dollars on podcasts last year alone. So these sponsored literally all the big podcasts. So he's saying they make sixteen dollars from inflincers do from affiliate commissions, okay, They spent forty million dollars paying podcasts for advertising or for affiliate commissions pot for advertising okay. So on top of that, they also spend sixteen dollars for affiliate that's twenty percent. By the way, that's what sixteen of seventy ninety twenty percent? So I'm just giving you some math. So they're giving out twenty percent, but they spent forty million dollars on ads. I'm assuming I'm missing the dots here. I'm assuming the sixteen dollars thing is totally separate the affiliate commission. It feels like it's separate, but we can't confirm here. We don't know, but I'm just saying it's a lot of money. And the thing with so what he's calling out here, he's trying to what Brian Johnson is doing here. This is the marketing smartness is he has his own product line that competes with ag one, so he's attacking them right now on Twitter. And this post alone got eight hundred and thirty three k views. And the other interesting thing is people undervalue Twitter's acquisition channel. The found the co founder of Morning Brew. I was tweeting at him this week and he has a new company that helps you source copywriters. And then he was talking about his company. I was like, so, how many new customers do you get from Twitter? He's like a lot, right, and I was like, compared to what he's like, Well, we also get a lot from LinkedIn too, and so point is one, Twitter works for acquisition. Two. I think it's really interesting that Brian is attacking Agy one. It's not like it's a new marketing tactic. It's just like you can see it happening in real time. And then the third thing is Brian he spent two years building his audience before he released any products, so he took time to build the audience first before trying to sell anything. Yeah, and speaking of something earlier that you mentioned, you know you're gonna adjust your camera right so that way it's more eye level. Yep, dude, I got this. What's that message this morning? All right? This is funny. I think you're gonna like this. It better be funny. Is not where it's not really funny, but it's interesting. Okay, Neil. I love your content. I literally did grow up by watching it from back in twenty nineteen. A quick suggestion, your recent content has a very unique eye correction. I'm reading this guy's from India. I don't you know. It's fine, but some of it's a little bit different and Grammatically, I'm not sure if it is fully AI video or it's just your eye correct, but it's definitely is inflicting with your original personality. I hope you can take this as feedback and give it your to your content team because I like the content you're sharing, but I cannot resonate with the facial expression and the unique eye correction you have. And I believe many of your hundreds of thousands of followers who might be watching your content might be the same way. I might be completely wrong. Thanks. I hope you take your take it as positive feedback, and I said thanks for the feedback. I genuinely did take it as positive. But you know, do you think I'm making any of my videos using AI? No? No, it's just you know, how it's being recorded or whatever it may be. You know, the camera angle may have been different for that one video. But what's funny is because of AI, now people are questioning brands and their authenticity, like is this actually real? Is it AI? A year ago? You wouldn't get people questioning that. Right. This is gonna be a whole big problem for brands. I'm telling you AI and blockchain it's going to merge together. Right, So people, oh, blockchain is useless. No, no, people are still building tech. This is where you actually need blockchain to verify if someone's real or not. And you can quickly like just you know, connect your key with some add or whatever, like that's gonna happen. That's it. So go to marketing school the io slash agency to grow your agency faster. That group is growing really quickly. And by the way, we're increasing the price in increments and Neil's gonna after we get sixteen more paid sign ups, Neil's gonna appear for one of the hangouts that we do and those hangouts are really fun. Yeah, and then don't forget to rate, review, subscribe. We have to spend time with each other to record these. We spend research resources recording this. Yeah, so don't forget and we'll catch you. We'll catch you tomorrow. Bye,