Content Debrief: Would your business survive without digital advertising?

Content Debrief: Would your business survive without digital advertising?



hey guys it's Laci here from the content direction agency and this is your weekly content debrief 15 minutes or less of actionable content marketing information you can use if you are here hanging out with me live today please give me a like or a comment or put a funny gift in the comments I always like those and if you're checking me out on the replay please do the same because it actually helps with the algorithm to show it to more people and make sure that the people who want to see it or see in my stuff so this week I read an article from the website Boing Boing if you're not familiar with it it's pretty cool and it was all about how ad blockers are growing in popularity and I wish I'd pulled it up before I started this because I had some really impressive stats about how many people how many adults in the u.s. in particular are using ad blockers and what it was talking about was the fact that digital display advertising when it started like every website had these flashing banners and everything everywhere and in fact if you go to like blogs or websites where that's how they that's their business model advertising is how they make their money you'll still see these flashing banners and and ads that pop up and scroll and follow you all over the website they're still there all the time but the problem is that because it's annoying and people don't really like it and – Boing Boing sport point that people the companies are using it without our permission right they're tracking us and doing things like that without our permission there have popped up these third-party software ad blockers that will block ads from block you from seeing them and block them from tracking you and it got me to thinking about the fact that this is just another evolution in how the how the web works how the internet works and as marketers we have to be really savvy about watching these trends and it reminded me of a few years ago when Facebook all of a sudden changed its algorithm and businesses that used to see like double-digit organic engagement rates it just plummeted it fell off a cliff because Facebook changed the algorithm about who was gonna see your your posts and and how many business posts would show up in your feed and so on and so forth and I actually know of businesses that completely tanked because they were relying on individual they were relying on organic reach through Facebook right to reach their people and of course Facebook wanted to get people to buy ads and that's how they were gonna make money so they organic reach tanked for business owners the problem with that is that these business owners didn't see the writing on the wall in terms of you know how the internet was going to change how the how the platform where they had built their content marketing hub was going to change and so when it did change their business was screwed if you'll pardon my french because the point being that like they had built their entire business on one distribution model right on on making sure that Facebook was their main distribution model and how they ran their business and when you when you put all your marketing eggs in one basket like that if the bottom falls out you have an omelet whether you want it or not right so this whole news the story that I was reading about ad blockers it got me to thinking because I don't know about you but I use an ad blocker on the online and I also use a second specific one to block Facebook Ads I use an extension on Facebook hang on I'll tell you what it's called oh it's called social fixer I use an extension in chrome called social fixer that will block Facebook ads from my feet it doesn't work on my phone unfortunately but when I'm looking at it on my computer which is usually when I'm doing business stuff it blocks all the ads from my feet and I got to thinking about the fact that even if other people I know aren't particularly using an ad blocker on Facebook lots of higher level business owners that I am friends with that I know are choosing to opt out from Facebook personally so they're not spending a ton of time on their so if you're trying to reach those kinds of people if you're trying to reach internet savvy people who understand how ad blockers work if you're trying to reach higher level business owners the trend is already happening right that you're not going to be able to reach those people with the same frequency and efficacy and costs that you used to be able to and not to mention the fact that over the last few years we've seen prices for facebook ads pretty much skyrocket right I you guys know that I'm friends with bond to the ad strategist and I saw her Facebook page the other day she was like if you're looking for 12 cent clicks and conversions 2004 called and they want their advertising strategy back you can't get it these days for less than depending on your niche right I mean we're paying $1 or more up to four or five six dollars for a click and a conversion so you're not seeing those like 12 cent a click ad rates anymore either the point of all this is that when we are whether you're just starting out or whether you're more sophisticated marketer you have to be sure that whatever you're doing is a little bit diversified right because you know that I see behind the scenes and under the hood so to speak in lots of different businesses online businesses and a lot of them are relying solely on or very very heavily on Facebook Ads to drive traffic to fill the top of their funnel that's fine if it works for you until it doesn't anymore right because at some point things are gonna change again Facebook is not out there to help you be in business base because out there to help Facebook be in business so prices are probably going to continue to go up they may change the rules they may change how the algorithm works point being if that's your only method of putting leads in the top of your funnel you may be really in deep chicken poopoo if you put all your eggs in that basket if something if and when something changes and so this article by booing really got me thinking about the fact that advertising in general it's not going away let's be realistic we've had advertising since practically the dawn of time it's just gonna change a little bit but if you're relying on it right now there are you gonna survive that change when and if it happens right is your marketing funnel is your marketing strategy going to survive if Facebook ads or or you know display advertising of any sort online we're to win away we're to go away or to change drastically right so you have to ask yourself is my content strategy built so that I'm creating my own content hub my own funnel my own way of generating leads or is it built just to rely on somebody else's right I know I've talked about this before but years ago Brian Clark of coffee bloggers coined the term digital sharecropping and that's when you're building your platform on somebody else's land right so whether that's Facebook medium LinkedIn Instagram snapchat I don't care where you're at if that's the only place you're at and it's not something you own the data you own the followers you can take it with you that's not a good choice right I've had people come to me and customers and clients and ask me you know is it okay if I just build a blog on Instagram can't I just do Instagram that's where I like to be and I'm like yes that's fine but it depends on it depends on your goals right if you only ever want to be on Instagram okay but what happens if Instagram changes the algorithm which they have done what happens when your follower count drops dramatically or you can't reach the same people use to reach anymore well your business take a big hit if the answer is yes then it's not that I don't want you to be on Instagram at all or Facebook or do digital advertising or whatever it is I want you to consider how can I create my own platform on my website on my email list because even if whatever it if active campaign or infusion softer MailChimp goes out of business tomorrow the likelihood is that I can take all my contacts with me and move somewhere else right those email addresses belong to me because I've collected them I can't take my Facebook followers with me I can't take my Instagram likes with me right I definitely can't take my ad retargeting audiences with me if Facebook all of a sudden says no we're not gonna let you buy those ads anymore or those ads that you were buying for three or four dollars they're not $50 right no so you just have to make sure but your strategy includes creating that base that's something you own you control and you can take with you whenever you want and so that probably includes a blog it definitely includes your website right probably includes a blog or like videos hosted on your own page or podcast content audio content hosted on your own page iTunes is awesome it's a distribution channel if iTunes suddenly went away for some reason not that it's going to but if it changed or went away how would you get new podcast listeners where would you send them right so we have to diversify a little bit and so I guess my point for this week's content debrief is just to ensure that your content your marketing platform that you're building is at least a a little bit diversified not relying on one source of traffic or one source of distribution and promotion and B that you're building your content hub somewhere that you control it because the worst thing in the world would be like you built a business on MySpace and then everybody's like man myspace is over I'm done right that would suck in a big way the same thing could happen to any any of these platforms don't assume that Facebook is too big to fail don't assume that LinkedIn will be around or forever don't assume that Instagram is going to continue the same way it's always continued right even Google our benevolent overlords at Google could change the rules for advertise they changed the rules for SEO all the time right if you're relying on a page one ranking for SEO to drive traffic mm-hmm get ready because the next time they change their algorithm you could you could see your traffic tank in a big way right we've all seen this if you've been around for any amount of time so the point is you don't want to be relying on a single source of traffic a single source of promotion and you definitely don't want to be building your marketing platform on somebody else's digital land that's my rant for this week I wrote about it on the blog if you want to check it out it you can go to Lacey Boggs comm slash blog to see the newest blog post and I would love to know your thoughts about this like are you gonna change your strategy have you found that you're relying too heavily on a particular I've got something in my eye if you're relying too heavily on a particular promotion or distribution channel I would love to know about it because I think this is a fascinating topic that I don't hear people talking about enough and so I'm just really interested as this ever crossed but your mind before have you done anything in the past to diversify after an algorithm like kicked you in the booty have you started anything new if you do rely on Facebook Ads are you worried about ad blockers or anything like that I'd love to continue the conversation in the comments so if you have a thought please let me know also if you liked this video if you thought it was interesting I would love it if you would share it with your colleagues because that's how more people learn about me and what we're doing over here at the content direction agency alright I will be back here next Tuesday same bat-time same bat-channel which is noon Mountain Time which is a 11 a.m. Pacific 2 p.m. New York time I will catch you here next week talk to you later

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