It's so inefficient. And if you're lucky enough that your product you sell directly on your Shopify or Amazon, like, you can see it, you don't even have to guess. You literally, one, either codes, or just isolated time slots for certain influencers and you can see what the return on the investment is. There's been many influencers that we bought that we weren't sure, and then we bought 50 times over because their audience was converting because they had an authentic audience. I couldn't be more passionate about it and it is wildly under-priced in this market down here https://casinoslots-ie.com/online-casino-bonuses.
It's under-priced everywhere but we've even debated opening a VaynerMedia office in Australia just on the back... (audience applauding) Just on the back of, really, influencer marketing because it's so underserved in the marketplace and I highly recommend you take a deep look at it. Another thing that is unbelievably under-priced in this market and globally is keyword and AdWord Google searches, and then retargeted on YouTube Pre-Roll video. So imagine a scenario where people search on Google for curtains, or a financial advisor. How many people here have done Google advertising in their careers. Raise your hands. Perfect. So a lot of you know it was an incredibly powerful platform because it was intent-based. If they were searching for it, that means they were interested in it and they would convert. And a lot of you did extremely well with it because it converted highly. Much easier to be good at Google at first than Facebook at first. Facebook is branding. Google is selling. Very different game. Selling is a hell of a lot easier in the short term which is why people like it. Branding and marketing takes time, which is why people bail on it. The problem is Nike, and Adidas, and Coca-cola, that's branding. Our bullshit business, this is selling. Do you understand? But there is a combination of selling and branding that is super-powerful and it plays out on Facebook, but it also plays out on YouTube. YouTube, for everybody that doesn't know, is the second-biggest search engine in the world. For people like me that can't read for shit, when you want to go on YouTube and hear it or watch it visually, you understand it, it's incredibly powerful. But besides that, what's unbelievable is there is a way for you to actually target people that search on Google for something... Let's use my old world. They search for Margaret River Cabernet on Google to buy. Three days later, they go on YouTube to watch a video of how to hang a picture on their wall and the Pre-Roll YouTube video goes, hey, are you in the market for Margaret River Cabernet? And then, you're like, holy fuck, they're spying on me. (audience laughs) Because you fuckers forget that you searched for it three days ago on Google. For me, when I thought about this talk and coming here today, I said to myself, look, there's three or four things that are just black and white tactics, that if I get people to actually do, they will feel benefit. It's funny how I think about marketing no different than fitness. People are always, always far more interested in finding some rare fucking fruit deep in the Amazon that they can eat that makes them lose fat than actually fucking working out and eating healthy, dick. (audience murmuring in agreement) Like, you're far more excited to buy some fucking pill that was found in Saturn and brought back than you are to do the very basics. It's super-stunning. Eat healthy and work out every day. It's super-basic but nobody wants to actually put in the work. I've literally spent the last 30 minutes giving you three to four basic things that are real as fuck. 99% of you, even though all of you wrote little notes, are not going to do shit about it. You're going to write it down. You're going to say, yeah, you know what? I've heard him say it a bunch. This is the time. I'm definitely going to go back and do that. And then, next Thursday happens and something good or bad happens in your business and you completely put this talk on the shelf. Let me be very clear with you. In October of 2018, in Australia, if you run Facebook and Instagram ads against 30 to 50 different pictures and videos, against whatever you're trying to accomplish in your business, it will work. Let me make it perfectly clear for you. In October 2018, if you spend five hours a day going to direct messaging influencers that could possibly sell your product and getting a third of them, 8% of them to agree to post a picture holding up your product and tagging your product, it will work. Let me make it perfectly clear for you. In October 2018, if you run Pre-Roll YouTube video against search queries on Google of whatever you're trying to do in this room, it will work. Now, I just need to ask you why you're not doing it. Because if you've come to this conference to see me speak, you've heard this shit 40-fucking-thousand times. (audience laughs) I can't wrap my head around it. I can because I watch it every day. It's human behavior. I see it. But the reason I get passionate to keep doing this is I've learned sometimes it just takes that 19th time and you actually sitting in the audience to do it. Bless you. What really, really shocks me, though, and what really excites me as being in, like, this is my spiel in America, the most advanced, competitive market for all of my concepts. The fact that everything I just told you is disproportionately even more exciting here... The reason we opened up a London for Vayner. The reason we're opening up Singapore next February. The reason I keep going global is it's like going into a fucking time machine. It's working better here. It's cheaper here because the bigger companies here are even slower than the big companies in America. So the big money's not in. You need to take advantage of this. You are going to regret it. You're gonna regret it. And let me tell you this. This is a good segway. An incredible random fucking thing that I can tell you to do is to go volunteer at a retirement home one day this year. A very random thing that can fundamentally change your life business-wise. Let me just not even go human. In your business, is go and volunteer at a retirement home once for five hours. Let me give you the preview for the 99.9% of you that won't do that. You will see human beings with regret in their eye. And I promise you, for whatever scary shit you've seen, abuse, murder, the scariest shit you've ever seen, there's nothing scarier than to stare a human being in the face who understands she or he fucked up and there's no going back. Regret. There's macro- and micro-regret. Macro-regrets of who you married, what you didn't do, dah-dah-dah-dah. And there's micro-regrets. And, in the context of this talk, the micro-regret in a business world is you're sitting on a golden goose.
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I'm fascinated. I've never in my life taken the time to consume somebody's content and then shit on them. It makes absolutely no sense. So, please, if you're one of these individuals, and there are a lot of you in this audience that are no producing content because you're worried about the judgment. You know how many people email me, Gary, but I have to put on makeup. Why?
Because your grandma told you when you were seven? But, Gary, the lighting? Why? You don't like the bags under your eyes? Good news. Everybody has bags under their eyes. Like, there is an enormous amount of insecurity in the system that is stopping people from creating the thing that they want and it needs to be talked about in a much bigger way. The judgment of others is a fascinating thing. How many people, by show of hands, work in a job and are desperate for their side hustle to become their career? Just raise your hands. Raise them high. Can you stand up, actually? I need to see this because I've got to get a sense. Stand up if this is your MO. Your side hustle, you're desperate for that to become your career. Good amount. Okay, thank you for doing that. So I'll go into this. So this has become a new thing that I've been spending a ton of time on; something I've realized that really kind of caught me off guard is how many people spend more money on shit than they can afford. And I know that's like a funny thing to say. But it's actually very basic. I'm actually talking about the amount of people that have emailed me in the last six months, because I've been on this rant lately of trying to get people to move back in with their parents at 30 and 40. (audience laughing) Yeah, I'm hot on this. It's because there's this incredible thing. How many people here own their home? Raise your hands. The people that just raised their hands, 90% of people that own their homes don't use more than 50% of their home. They have three extra bedrooms that they don't need. They have a living room, and dining room, and a fucking den, and all sorts of shit. The amount of people who live in homes that they've extended themselves financially to afford that don't even use half of that home is fascinating. The amount of people who are in debt so they can drive a car that has a logo on it that makes them feel better because that's keeping up with the Joneses or other people's judgment is fascinating to me. What I didn't realize was that fact that 35-fucking-percent of this audience wants their side hustle to be their careers, but the reason they can't is because they can't quit their job because they need their job to pay for dumb shit to impress people they fucking hate. (laughing) (audience applauding and cheering) And so, especially, while the economy, globally, is frothy, I am aggressively throwing up for debate for the third of this audience that is trying to get their side hustle to be their job, for them to give a real thought to what it would look like if they were to downsize their home, and their car, and their vacations, and their watch, to put themselves in a position to be happy. I think, over the next decade, as we continue to start really discovering, as a human race, mental health and happiness, that we are on the predawn of people changing what success looks like. When I really look at the world, and I grew up super-humbly. I've spent my 10-years-ago career in the explosion of Silicon Valley. I've really been lucky to see all sorts of different things going on. It is super-cliche but absolutely true that the money/happiness things is just a funny thing. People that don't have it think it does bring happiness. People that have it know it's not true. And when you really look at suicide data and depression data, it's fascinating who struggles with it. I really do believe, as we become dramatically more thoughtful about happiness versus money, that a lot of people are going to really start looking at the things they amass and how much that is a choker to their happiness. And so, what really excites me right now is how frothy the economy is globally. And I know so many of you can take advantage of selling high, positioning yourself to be happy. I think it's a very rogue point of view. It's completely against the propaganda that you see in your Instagram and Facebook feed 24/7; everybody's pushing all sorts of fancy stuff, and fancy trips, and fancy things. I genuinely believe that the majority of people here can dramatically, dramatically put themselves in a happier place if they, honestly, considered downsizing things that they don't use. So just a random thought that I'm super-passionate about. Let me talk to you guys about influencer marketing. For me, I talked earlier about under-priced attention and overpriced attention. The way you get those things is when the market doesn't understand itself. When people don't understand how under-priced Facebook is, they don't put money into it, thus, the prices stay down. The most inefficient and misunderstood marketplace, in my opinion, is influencer marketing. Humans don't know how to price themselves. There are pretty people that have 400,000 followers on Instagram that want $30,000 a post. And they're are other people with 5,000 followers who want $40. They are 400,000-follower people that want $100. They are people with $500 followers that want $5,000. The inefficiency in influencer marketing is staggering. How many people here, by show of hands, and you guys have been pretty bullshit-y with your hands. I don't know what's scaring you. But go high. How many people here sell an actual product, physical? Raise your hands. A lot. Every single person, one more time, hands in the air. All of you, all of you that have your hands in the air should have a significant influencer, thank you, influencer marketing strategy. Literally, DMing people on Instagram and asking them how much they would charge you to take a picture holding your physical product and tagging your page. It is massively inefficient. I love when people, Gary, how do you scale it? By DMing more people, fuck-face. (audience laughs) It just, there's no machine or algorithm. Just get nice and cozy and DM people and ask them one by one if they're willing to do it. I often find that the biggest upsides often is scaling things that are not scalable. Scaling things that are not scalable comes from sheer effort and time. And so, one more time, I just want to get the physical. Selling a product physically. If I was your partner, buddy with the hat, selling physical, I would spend 30% to 50% of my overall marketing budget on influencer marketing. The problem is, when auditing the 30 accounts that I looked at, and the hundreds of thousands I do a year, 99% of people make one to five pieces of content and run their ads and expect something to happen. It is fundamentally not contextual to the audience that they're trying to reach. Very simply put, everybody, everybody's running creative ads, media, marketing right now as if it was 1997 and the only options you had was the newspaper, the billboard, the radio, and the television. Meanwhile, we have Facebook, and Instagram, and influencers that allow us to go way more long-tail. The problem is people haven't put in the time and the effort to create the content that's contextual to the psychographics and demographics.
So, and I'm going very fucking nerdy because I'm fucking fired up right now on this. I think that every person in here, regardless of what they're trying to do, whether they're trying to run for mayor, raise money for a charity, or sell their services, needs to have at least 13 to 30 core audiences that they produce content for every time. So, literally, every time you have something new going on, you have to create 30 variations where the copy... I mean, you could target people who are divorced. You can target people who have two kids. You could target fuckers who like the Patriots. (laughing) You could do so much. You can do so much with this medium. Yet, people are mailing it in. Meanwhile, they're also having ludicrous, there are ludicrous conversations going on like people having ego around how well they do organically on these platforms when the ads a massively under-priced. Do you know how many people emailed me crying that Facebook's organic reach declined three years ago as if Facebook screwed them, while Facebook is, literally, free to use? Do you know how many people here are starting to get concerned that they're not getting as many likes and views on their Instagram account because they can feel something's happening? Yet, it's free. I really need to drill this home. People are mad at the algorithm on Instagram. They run ads everywhere else. They buy a booth at a conference. They run print. Direct mail, costs money. You start an Instagram account, if you don't run ads, you can organically build an audience and you post. Now, you're mad that you're not reaching as many people and you've got this big conspiracy anger at the algorithm, yet you haven't paid a fucking dime for the platform. (audience laughs) That guy drank that beer quick. (laughing) It's a very intriguing thing for me that people have emotional opinions about something they haven't paid for. And so, here's the game and it will always be the game. Things come along, they're under-priced. Real estate, stocks, attention. When they're under-priced, you need to strike and squeeze as much as you can out of them. I will come back to Melbourne in six years and spend my entire talk trying to get people to stop running ads on Facebook and Instagram. That will happen. It's always happened to me. It's the same old game. You take advantage when it's under-priced and you squeeze it as long as you can. You ride it all the way through. And, eventually, the long tail catches up and it becomes overpriced because companies come in, and it becomes overpriced because of the bidding, and normal people stop paying attention as much. Everybody here who's been on Facebook for five-plus years pays attention to every piece of content on Facebook a little less than they did five years ago. Or maybe a lot less. That is just the natural cadence of what we do. How many people here had email in the late 90s? Raise your hands, old fuckers. (audience laughs) So all the people that just raised their hands, what they can tell everybody here under 30 is what we used to do with email in the 90s, which was we read every single email. Wine Library's email service in 1999 was almost 90% open rates. How many people here have done email marketing in their career? Raise your hands. 90% open rates. It's ridiculous. It's like 32% now and I think we feel like we're heroes. So that will happen with these platforms. So, look, before I get into the mindset and the strategy and some of the social things I'm seeing going on, I'll go back into the details. But the details are very simple, and I said it when I was here last year and I'm going to say it again. If you are not a practitioner yet of making content and running ads on Facebook and Instagram, you will massively regret it. And the reason, and you've seen me say it in every video, I am putting it down on film to recall it in a decade. I will never stop saying it. I don't care how much you're tired of hearing it and hoping for something new. I'm not going to make up something that isn't true. They are grossly under-priced. The one little add-on that I've been saying a lot more over the last month or so than in the past is how much content you need to produce. And the reason one of the breakthrough videos I've ever made called, Document, Don't Create, worked is it's hard to create a new video that's creative. That's hard. But if you actually film your day-to-day, your meetings, your mundane, there's absolute action in that. And so, I'd highly recommend really understanding what that means. Let's take a step back and let's talk about something I've been spending a lot of time on, which is, in a world where I'm asking you to create so much content, the fact that so many of you do not create content because you're so bent out of shape by the feedback in the comments section. This has become a remarkable fascination of mine, that people literally aren't living their lives to their happiness or their fullest because SallyPants36 said that you're ugly or fat. (audience laughs) People absolutely crippled by the judgment of others without really understanding what it is. Let me say it here right now so there's no confusion. If a human being takes the time out of their day to consume your piece of content, consume it, and then spend time to leave a negative comment to you after consuming your content, think about how shitty that person's life is. (audience murmurs in agreement) Somebody literally has the time to consume your content and try to drag your down. My friends, misery loves company is one of the most interesting sayings that has been in culture for a long time. It most manifest in a very poor way when I watch parents drag their kids into shit because they're upset. But it's one thing, and I have empathy, a lot of it when it's your mom and dad dragging you through shit, because that's deep. But when an anonymous person with a fucking icon of a rugby player is dragging you through shit, you have to get into a place where that does not bother you. It makes zero sense. I mean, literally, and I get shit on all the time. You get that many comments, you get shit on. When I see it, I don't feel bad for me. I genuinely feel bad for them. |
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