As consumers continue to flock towards quality brands, what are the most important moves, short term and long term? You can make to be the brand of choice. That's what today's show is all about. A big frustration i have with marketing is that in general, it is seemingly here today gone tomorrow. In other words, it's fleeting, it doesn't last at least not permanently.

You've got ta, keep sending emails, keep running ads, keep mailing postcards. Keep posting on social over and over marketing is, let's call a spade a spade kind of a hamster wheel, or is it so today we're going to explore four marketing channels that last welcome to this week in marketing? I'm your instructor jasonpantana and if you're new to the channel, it would mean the world to us. If you had please tap that big red subscribe button and while you're at it hit the bell next to it, to enable notifications so that you get alerted whenever we publish new videos designed to help you grow your business. Just like this one all right.

The time is here for us to talk about four marketing channels that appreciate in value over time that last, let's dive in marketing channel that appreciates in value number one. That's kind of a mouthful is online reviews. Now i'm a big fan of getting online reviews on any reputable platform. Yelp facebook page third party search portals whatever, but there is nothing as important as getting reviews on your google business profile.

Why? Because it's owned by google and google owns search by and large, and i want you to rank when people go searching for best realtor near me, top agent in blank marketplace. Those are the searches that you want to win on as an agent, so prioritize getting reviews on google, google actually scans your reviews and it helps your page rank according to what they find. They're measuring and evaluating your reviews across three different points. First and foremost, they're.

Actually, looking at the text, the keywords in the reviews - words like listing agent, the name of the town in which you work, they're, looking for things that give them a sense of okay. Who is this person relevant for what kind of a business are they and when somebody does this kind of a search or that kind of a search when or should i or shouldn't? I rank their page accordingly, they're learning about what customers actually think and say about your business. What is your business so they can help you rank accordingly because they want. They want to make sure that when somebody googles a business, they want to rank the most relevant results and your reviews are critical to that.

There's also another little kind of truth in this google's actually reading the written reviews. So if customers are only giving you a star rating and they're not actually giving you a text review, the star rating is good, but it's not great. You want to get that text written review because google's actually looking for keywords inside the reviews of your customers to give them a sense about when you're relevant and when your business is not relevant in the search results. Google's.

Also, looking at the average star rating across all your reviews and then last they're measuring how many reviews does this business actually have in totality the numerical count of the reviews so to speak now, here's the deal if your reviews are like the newest one is over A year old, that's going to lose some of its relevance, because i know we're talking about marketing that gains value over time. The reality is like, let's just use our brains here for a second recency is a factor. If i haven't had a review in a year. It's going to be a factor against my page, but here's.

What i want you to consider is that, because google is actually looking at the total number of reviews and the average star rating of all the reviews combined, that means that, even though a review in and of itself might lose some of its relevance as its recency Diminishes as time goes by, all the reviews put together are actually increasing in value over time. They're building up the authority of your google business page, which means your google business page, is therefore more likely to rank in search results like best realtor near me, real estate agent in blank town in those types of opportunities, your reviews matter tremendously. What's more, we know, customers go google things if they're looking to buy a car if they're looking to hire a real estate agent, whatever they're looking to do a service or a product, whatever they're gon na google it first and when they google it they're gon na Find your profile and they're gon na read the reviews and hear what customers say what customers say about their experience will dictate whether the next customer chooses to have one with you at all or not. Reviews are critical in your business, but they have staying power because they are the catalyst that may or may not persuade the next customer to reach out to you.

So my advice is that you should build into your marketing plan your contract to close plan. Whatever a solid strategy for generating reviews, don't wait to ask until closing have key points throughout the transaction. When you ask for a review, i make it super simple like whenever something good happens, you ask for a review, but here's the other mistake i keep seeing. I see agents like they send out an automatic email from their google business page.

Would you please leave me a review, but they don't follow it up with anything else like you got ta kind of follow the shot so to speak. They don't follow it up. So what i have my coaching clients do just, for example, is if they send an email requesting a review. They then also text to say hey by the way.

I just sent you a link to leave us a review on google. It would mean the world to us if you could talk about your experience, we're confident we delivered five-star service, but we want to hear your thoughts, something along those lines and what we have found is when you also text letting them know that they have an email In their inbox to go, leave the review they're far more likely to act on it. Marketing channel that gains in value over time number two is youtube as a platform. Now, if you follow me on any of my other social channels, you've probably heard me say that youtube is more of a search engine than it is a social network, and i want you to think for a second about what that statement means a social network like Facebook or instagram is really dedicated to feeds as a user.

I just scroll through the feed, scroll, scroll, scroll and whatever those platforms opt to show me is what i look at and if i park and watch for a little bit so be it. But i didn't seek it out. It's kind of like listening to the radio, whatever the dj puts on is what i'm listening to, but a search engine is way different, because the way i find the content is, i type in words into my browser. Based on the thing i'm looking for, i went looking for the content.

It didn't come to me. I went to it and that signifies my intent as a viewer. So youtube is a search engine. Guess what youtube's owned by google? The number one search engine on the planet and, of course, we know that youtube is the second most popular website on the planet and they are arguably the second most utilized search engine on the planet.

We could also slide into position 1b, as google images, but we'll go with two is youtube: the second most popular search engine on the planet. There are so many people, buyers, sellers customers who might want to work with you, who are conducting searches on youtube every day, and what i want you to do is make videos that are positioned to rank in the results pages based upon their search. Query based upon what they're looking for now, there's a major advantage to when a viewer searches to watch a video versus they're just scrolling through the feed, and that advantage is intent because i went looking for it. It signifies that i'm probably willing to watch for longer, which is why, on youtube long form, videos are still crushing it on youtube, because people come with an attention span, they're looking to learn something.

Now that's one advantage. The other advantage is is that you can actually put your effort into making really high quality videos, because they are arguably evergreen in nature. What does evergreen mean? Evergreen means that they last. This is the whole point of the video today right.

I want to put my effort into marketing channels that appreciate over time they become worth more like a fine aged wine, so to speak and youtube. Videos is one such way of doing that. Now, i'm not going to suggest that a youtube video doesn't ever lose relevance over time. It does, but it's pretty darn rust resistant.

What's more, if my video starts to rank in the results pages. Well then, every subsequent view that i get only solidifies from youtube's point of view that this is the authority video when somebody searches, something like this or that rank this video. It's the one to beat so it's kind of like this swelling. It gets bigger and stronger and more cemented in its position in the results pages every single view i get i've said it before that.

Every time i add a video to my youtube channel, it's like i put another soldier in my youtube army because again, if i add videos to instagram or facebook poof, they burn through the feeds after like 24 to 48 hours, which is all fine and well. But they don't last but on youtube. If i get my monthly report from youtube of what were my top ranking videos they're almost always the same videos, because those videos just keep ranking, keep ranking, keep ranking and they only get more tenured in the results pages. As time goes on because they're stacking up views, i want you to focus on marketing channels that appreciate over time now.

Don't take this as a don't. Do tick tock, don't do instagram! That's not my intention at all, but i am saying if you have not looked at the potential of youtube, you should get a tool like tubebuddy or a tool like vidiq or use the built-in research tool in your youtube studio, to figure out all right. What are people searching for? So i can make the videos supply the videos for those searches and rank moving to blank from blank selling my home in blank. What is the search volume around, which you can produce videos that are positioned to rank, but not just for a day or two they're positioned to rank and rank and rank and rank more over time? You should be looking at youtube as a serious marketing channel in your business marketing channel number three that gains value over time is your blog.

I'm gon na make a statement right now that seo is social media afterlife go back to what i said a second ago. You publish content on facebook on instagram on any social network and i'm not knocking those platforms. They're they're highly valuable, but you publish content there. Videos short form, videos, long form, videos, whatever image, based posts, carousels, etc, and that content literally burns through the feeds in about like a day or two right, because the consumption of content on social networks is really predicated on feeds.

People go to feeds and they scroll scroll scroll until they scroll no more and the content literally turns into pure oblivion. Poof it's gone and i'm looking for content that generates mileage because reality is when i make content it ain't easy. I'm pouring a lot of research and a lot of effort into making quality content, and i would sure like to see that content last the test of time. Hence seo is social media afterlife.

So what i do and what i think you should do also is literally cross-post every piece of content on social as its own respective blog entry on your website. You can embed the youtube video in the blog. You can embed the facebook video in the blog. You get the point right, you can take the caption text from instagram and make that the copy for the blog right you literally cross post every piece of content into a blog post.

I've done this for a long time. For example, i did a reel sometime last year and the reel did reasonably well like it ran through the feeds in a dare or two it got a lot of engagement and then poof. It was no more. It turned into pure oblivion the same fate as every other single piece of content you ever published on a social network, but i also cross-posted that content as a blog on my website and guess what, when i look at my monthly report from google, they send me Through the google search console a monthly report of how many, how many page views did each page get how many people found a link on google and then clicked it to go to my website and guess what that same, reel that i published on instagram.

That became a blog post generates somewhere between two to three thousand organic clicks off of google every single month, because it's living on in the afterlife of seo right, your blog is seo it's search engine optimization. Every time you publish a new blog through the eyes of googlebot, the crawler, that's scanning your website. It sees a new page, a new page, a new page. It scans that page and it learns more about how to rank your website.

Your domain in various different searches that customers may or may not perform on google. My point to you is your blog: is the seo afterlife of your content on social? So don't just be okay with content burning through the feeds and then proof it's gone, publish it to a blog and finally, marketing channel that appreciates in value number. Four. This long awaited moment is what we're going to call social search now warning this one sort of flies in the face.

It may seem on surface level kind of contradictory to what i've already been saying, because i want to talk about the search functionalities built into two platforms, in particular: tick, tock and instagram. Now, if you analyze the insights of hey, i posted a video on tick tock or this post on instagram. How is it that people came to see my post or watch my video? Both platforms disclose? They have six different traffic sources. Traffic sources means the means by which somebody came across your content.

Both platforms have six different traffic sources on tick tock, for instance uh. It could be, they discovered your content in the for you feed it could be in their following feed. It could be that they clicked a hashtag and you ranked on that respective page. It could be that they somehow tapped your profile and then they scan to watch other videos you've posted in the past.

It could be that a user tapped on a sound to see what other videos were made with a specific, sound on tick tock, and then your video ranked on that page or last - and this is the one i want to focus on it - could be that they Found your content through the discover page now hold that thought. Let's talk about instagram. They also have six traffic sources. Somebody could have come across your post and content through the home feed through the reals feed, again a hashtag where they clicked their search to hashtag, and then you ranked it could have been a trending sound where they wanted to see hey.

What other wheels were made with this sound and then yours was in that feed or it could be that they tapped your profile and then somehow scanned through other things, you'd posted and looked at other stuff for one reason or another or last number, six, the one. I want to focus on is they could have discovered your content through the explore page? So i want to focus on for tick tock the discover page for instagram the explore page, they're kind of the same thing, and they have basically two dominant functionalities on both pages. I can navigate to them and both tik-tok and instagram will make recommendations. They'll show stuff to me kind of in a scroll based feed that i can click and watch or click and interact with.

So they might show me things, but they also both have search bars and both platforms are working very diligently to try to improve the functionality of their search bars now they're, nowhere near as far developed as google or youtube, not even close, but they're, both working on It so here's the moral of the story, as you make your tick tock videos, as you make instagram reels and stuff like that, make sure to optimize those videos for future discovery, meaning you use strategic hashtags that you want to rank on and or you put keywords In the caption so that if somebody goes to the discover page of tech talk and they conduct a search, which is a trend that is happening more and more often, if the contents of your video meet the needs of that search, then bam if it's relevant. It can rank in the results section of the discover page of tick tock. My point to you is start thinking about the keywords just like with youtube think on the same lines with your instagram reels and your tick tock videos to get views over time, because reality is like making content doing. Marketing is a lot of work over and over and over again, and i want to help you get the maximum mileage.

I want to help you invest in channels that appreciate over time. Let's be morbid for a second. Some things are subject to entropy and decay. Right.

That's just life, but some things get better with time: wine, cheese, leather relationships, 401ks and now your marketing. If this video resonated for you or it added value in some way for your business, it would mean a ton to me if you could. Please smash that like button and also we want to hear from you if you have a thought or something to add drop it in the comments thread. We look at those comments.

We reply to those comments and we really want to hear your thoughts on this, and, if you have a friend or a peer that you think would benefit in watching this, please grab the link and share it with them. We want to help as many people grow their businesses and stop losing time and energy on the hamster wheel of marketing and start looking for marketing channels that gain value over time. Thank you all so much for watching and until next week. This is this week in marketing.

You.