digital marketers stop ignoring these things with timestamps YoutubeScribe.com

[0:00] Today, I'm going to share some of the most
important things that digital marketers often
[0:04] ignore but really shouldn't be ignoring.
[0:07] So let's kick things off with the first thing that
often gets overlooked and that's platform intent.
[0:13] Now, chances are, you haven't
heard of platform intent.
[0:16] That's because I just made it up.
[0:18] But nevertheless, I think it's one of the most
common and important things that digital
[0:24] marketers ignore whether they're in
the beginner or advanced categories.
[0:28] So, what is platform intent?
[0:30] Platform intent refers to a user's subconscious
intent when they go to a specific platform.
[0:36] For example, when you login to Pinterest, you're
probably looking for visual ideas or inspiration.
[0:41] On Google search, you're looking for
straight-up answers to problems.
[0:45] And on YouTube,  you probably want
to be entertained or learn something.
[0:50] We go to different websites
with different intentions.
[0:52] That means when you create marketing
campaigns, you should match your format
[0:56] and messaging to the primary platform intent
so you can connect with people in that moment
[1:03] where they are.
[1:04] For example, Rebecca who manages our
Twitter account repurposed this blog post
[1:09] into a tweet thread.
[1:10] And rather than copying and pasting everything
from the post, she gets that many Twitter users
[1:16] login for snackable advice.
[1:18] And that's exactly what she's done.
[1:20] She summarized each point with
only the most important information.
[1:24] So the next time you want to take 1 piece
of content and turn it into 47 different ones,
[1:29] remember that "repurposing"
is not "republishing."
[1:34] Alright, the second thing that digital marketers
ignore are competitors in different niches.
[1:39] Now, it totally makes sense to keep an eye
on your direct competitors and to learn from
[1:44] the good and ditch the bad.
[1:46] But it's also important to keep an eye on
what marketers in other niches are doing,
[1:51] otherwise, you'll miss out on some super-
smart strategies that can be applied straight
[1:56] to your business.
[1:58] For example, you might have heard of Canva,
a popular design tool made for non-designers.
[2:03] Now, if you're anything like me, you may have
stopped using their tool and completely forgot
[2:08] about them.
[2:09] But did you know that they've grown organic traffic
to nearly 100 million monthly organic visits?
[2:15] I know, right?
[2:17] I was in complete shock and
knew I had to dig deeper.
[2:20] So I went over to the Site Structure report
in Ahrefs' Site Explorer and after about 10
[2:25] minutes of research, I came up with content
ideas for a completely unrelated niche and
[2:30] product – a dating app.
[2:33] Here's what I mean.
[2:34] Canva has done a really good job at scaling
based on a verb related to design – create.
[2:39] You can create logos, resumes,
posters, you name it.
[2:44] They have landing pages for them all.
[2:46] Now, for a dating site, you can apply the same
principle with verbs like "date" and "marry."
[2:52] Let's take common phrases using those words
and variations of those words and run them
[2:57] through a search in Keywords Explorer.
[2:59] Now, if we head over to the matching terms
report, you'll see a ton of keyword ideas that
[3:03] cumulatively get millions of searches
every single month in the US alone.
[3:08] Create content for these pages that matches
searcher intent and can help with conversions,
[3:14] and you're now on your way to
replicating Canva's create subfolder.
[3:18] Alright, the next thing digital marketers tend
to ignore is omnichannel user experience.
[3:24] Now, when people think of UX, they often
think of apps, onboarding, sign up forms,
[3:29] or landing pages.
[3:30] But today user experience needs
to be looked at more holistically.
[3:35] Let me explain.
[3:36] Around a decade ago, marketers would look
through Google Analytics and put all of their
[3:41] efforts to improve metrics like time on page
and bounce rate because they felt like these
[3:46] were indicative of a visitor's experience.
[3:48] And it kind of made sense because if people
stay on a website for a long time and navigate
[3:53] to other pages within the site, then they
may be having a good user experience.
[3:58] Well, today, marketing is more focused around
customer journeys and experiences rather than
[4:04] one off pageviews or GA metrics
that lack context.
[4:07] We want people to have a positive experience
every time they have an interaction with our
[4:11] brand, whether it's with our product, content,
through social media or direct on live chat
[4:17] with customer service.
[4:19] Now, in my opinion, the best way to "optimize"
for so-called omnichannel UX is to just use
[4:26] some common sense.
[4:28] For example, we add chapters to nearly all
of our videos because we live in a world of
[4:33] power skimming.
[4:34] We do the same for blog posts by using
a table of contents that actually floats
[4:38] with you so you can jump up and
down to the places you want to go.
[4:43] We avoid pop-ups because marketers really don't
like them and that's who we're marketing to.
[4:49] We have live chat 24/5 because we understand
people want to get help with our product as
[4:54] soon as possible.
[4:56] These experiences accumulate to how
people see Ahrefs as a brand and for many,
[5:01] it determines whether they
want to do business with us.
[5:04] Now, because common sense isn't always
so common, I recommend finding ways to
[5:09] validate your ideas.
[5:10] You can do this by collecting user testing data,
heatmap data, or user generated feedback.
[5:15] For example, we have this rating system
at the end of our blog posts which gives
[5:19] us an idea if people liked or disliked our content.
[5:23] And we do the same through live chat.
[5:25] Speaking of feedback, one of the most
important things that I see marketers
[5:29] neglect is talking to customers.
[5:31] And the reason why this is such a huge
mistake is because you can't do good
[5:36] marketing if you don't know
exactly who you're marketing to.
[5:40] By having conversations with customers, you
get to know the problems they face, the needs
[5:45] they have, and you can even ask selfish questions
like how they found you or what made them choose
[5:51] you over another company.
[5:54] This is exactly why at Ahrefs, all of our content
marketers spend their first 2 months in support
[6:01] helping our customers.
[6:02] And it really doesn't stop after 2 months.
[6:05] Personally, I still read through support chats
and monitor our company's Twitter mentions.
[6:10] And occasionally I'll jump on an Enterprise
call to get a better understanding of bigger
[6:14] companies' needs.
[6:16] Overall, I think it's important to learn how you
can best serve different types of customers
[6:21] through your marketing and it
should be an ongoing process.
[6:25] So if customer conversations are something
you've put on the backburner, I highly recommend
[6:30] sending an email or two to schedule some calls.
[6:33] Alright, the next thing that I see marketers
ignore time and time again is their product.
[6:38] Oftentimes, digital marketers
get stuck in the metrics.
[6:42] We obsess over traffic, views, likes, comments,
subscribers and basically anything else that
[6:47] looks cute and clickbaity in a title.
[6:50] And that often comes at the cost of forgetting
that there's a product we should be marketing.
[6:55] When your product is no longer at the center
of your marketing, things start to get fuzzy
[7:01] and you start chasing vanity metrics that
won't drive any real value to your business.
[7:07] That's why at Ahrefs, we don't just create
content just for the sake of traffic.
[7:12] Nearly all content we create is product-led,
which ensures that our marketing efforts are
[7:17] meaningful because they're centered around
the thing that matters most in our company:
[7:21] our product.
[7:23] Now, if you want a blueprint to create product-led
content so you and your team can maintain that
[7:28] 100% laser focus in your marketing, then you
need to watch our video on product-led content
[7:34] where I break down exactly how
we use it to grow our revenue.
[7:38] I'll see you in the next tutorial.

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