Episode 556 Agency Chat With Ryan Waterbury Changing Marketing In A Digital World

Show Summary

Key Discussion Points:

Digital discovery and purchasing behaviors are constantly shifting.
The pace of change is faster than ever, requiring businesses to evolve to remain relevant.
AI is influencing search (e.g., Google, Bing’s resurgence via OpenAI), necessitating presence in more diverse online spaces.
Ryan Waterbury mentions revisiting lead generation, but with a new, adapted approach, as “evergreen funnels” are less effective now.
Evolution of Advertising & Marketing Tactics (2:00):

Beyond Traditional PPC: Discussion moves from standard PPC (Google, Facebook, Reddit, LinkedIn) to niche areas like podcast advertising.
Podcast Ads: Rob notes higher recall and investment from listeners for podcast ads compared to digital display ads.
Website Effectiveness: Rob highlights receiving significant podcast guest leads directly through his website, countering claims from some marketers that his site is “broken.” The method of attracting visitors has evolved.
“Zero-Click Era”: Referencing Todd (SparkToro/Rand Fishkin), the importance of finding where your audience is, especially with diminishing tracking capabilities.
Marketing Spam & Fear-Based Tactics (5:00): The rise of automated, often ineffective, outreach (e.g., “your website is broken” emails). Rob dismisses fear-based marketing.
The Demise of “Marketing Bro” Tactics: Old strategies like showcasing a rented Lambo in ads are no longer effective. Algorithms can’t be solely relied upon to find fragmented audiences.
Content, Consistency, and Branding (8:15):

Content is King (Still): Identify your audience and build platform-specific content. This might include organic social shares or podcast sponsorships.
Email Marketing is NOT Dead: Emphasized as a crucial strategy to double down on; build and nurture your email list.
Consistency: The number of touchpoints needed for brand recognition has likely doubled or tripled. Regularity in content (blogs, emails) is vital.
Schedule Marketing Time: Business owners must allocate dedicated time for marketing.
Brand Loyalty & Native Apps (10:15): Brand loyalty is up. Native apps can see significantly higher conversion rates, despite challenges with app store fees (Apple/Google’s 30% cut, e.g., Audible’s purchasing experience).
Platform-Specific Content is Key: Different platforms (Facebook, X, Instagram, TikTok) have different audiences and require tailored content, increasing agency workload and potentially pricing.
Emerging & Alternative Advertising Avenues (12:45):

In-Stream Purchases: Amazon’s Pluto TV/MGM acquisition enabling purchases within streaming content.
Affordable TV Ads: Streaming services (Hulu, Paramount) offer more accessible TV advertising opportunities with data tracking capabilities, similar to YouTube, at a lower cost than traditional network TV.
Digital Billboards: LED billboards offer flexible, more affordable options than long-term traditional billboard rentals.
Other Platforms: Considering advertising on platforms like Yelp and Reddit.
TikTok: Remains a significant platform with a unique audience, despite political uncertainties.
Marketing in Regulated or Niche Spaces (18:45):

Challenges in advertising for sectors like cannabis, political campaigns, adult legal businesses, and firearms.
SEO, content marketing, and forums become critical in these areas.
Leveraging Google/Bing-Favored Properties: Using platforms like Quora, Medium, and Reddit for SEO and visibility.
Ryan shares an example of a trailer hitch lock product finding its audience through hunting and fishing forums.
The Importance of Understanding Your Customer (21:00):
Customer avatars/profiles are more critical than ever to determine where specific audience “tribes” congregate (e.g., tech-savvy users on Mastodon).
Actionable Advice & Takeaways (22:15):

For Agencies & Businesses: If you’ve seen a slowdown, re-evaluate and shake up your long-standing methods.
Explore Offline/Traditional Methods: Consider joining Chambers of Commerce, BNI, or attending networking events. Get out of your comfort zone.
Strategic Networking: Focus on events that allow you to meet potential clients, not just industry peers (unless for internal learning/collaboration).
Rob mentions attending a networking event and the value of local library business events for meeting people.

Mentions & Resources:

SparkToro (Rand Fishkin)
Platforms: Google, Facebook, Reddit, LinkedIn, Castos (implied for podcast ads), Bing, OpenAI, Slack, X (formerly Twitter), Blue Sky, Instagram, TikTok, Mastodon, Quora, Medium.
Streaming Services: Hulu, Paramount, Pluto TV.
Tools/Services: Zapier, Pabbly, Flowmatic (for automation).
Companies: Amazon, MGM, Apple, EA Sports, SkipTheDishes, Uber Eats, Audible.
Organizations: Chamber of Commerce, BNI.