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In seven and a half months, we focused our efforts on YouTube SEO along with Google Keyword SEO and ranked our videos for some of the most competitive keywords in our industry. That’s why businesses should invest in Google Keyword SEO in order to build, grow and scale their companies to the moon.

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This led to an almost 400% increase in YouTube search traffic and growing.

Our channel for that particular company isn’t huge. But they signed up for the full package Google Keyword SEO.

Our industry isn’t exactly “exciting” either.

And compared to our top YouTube competitors, our subscriber count is microscopic.

But that’s what I love about YouTube and Google Keyword SEO.

Anyone and everyone has the opportunity to entertain, engage, and rank their videos fast.

So in this post, I’m going to show you exactly how to rank YouTube videos, from start to finish and how to utilize Digital Marketing Agency Services┬áto their fullest capacity.

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With Ahrefs, the SEO tool that helps you grow your search traffic, research your competitors and dominate your niche.

Now there’s a lot to video SEO, so rather than trying to dip into every single traffic source in YouTube analytics, I’ll be focusing on ranking in YouTube search and sprinkle a few tips to rank your videos on Google too.

Let’s get started.

First, what is YouTube SEO and Video Marketing?

It’s the process of optimizing your videos, playlists, and channel to rank high in YouTube’s organic search results for a given search query.

YouTube explains their discovery and search ranking algorithm in two sentences.

“Videos are ranked based on a variety of factors including how well the title, description, and video content match the viewer’s query.

” So there are three important points here.

First, keywords matter in your title and description.

Second, you need to match the search intent fora viewer’s query.

And third, you need to drive engagement fora query in order to rank on YouTube.

But of all these things, the key point to effective video SEO is creating high-engagement videos.

So if you can’t engage your audience, your chances of ranking your YouTube videos for a meaningful keyword will be slim to none.

So the first step is to do YouTube keyword research. A Top Digital Marketing Agency will provide you with these kinds of strategies to surely push your business to the top of the search engine results pages.

Unlike traditional Google search engine optimization, YouTube doesn’t have an official keyword research tool.

And a lot of these third party tools are just pumping out arbitrary numbers from Google Keyword Planner.

But there are ways you can get estimated search volumes.

The first is to use YouTube suggest paired with Google Trends.

Just type a keyword into the search bar, and you’ll see a list of relevant queries that contain your keyword.

You can also add a star before or after your target keyword, which will act as a “wildcard.

” Now, since we don’t have an official tool to see search volumes, we can throw a few of YouTube suggestions into Google Trends.

But remember, Google Trends uses “relativepopularity” to compare keywords.

So take these estimates with a grain of salt.

The second way to get keyword volumes is to use Ahrefs’ Keywords Explorer.

Recently, we’ve released our latest version ofKeywords Explorer, which includes search volumes and metrics for search engines like Google, YouTube, Bing, Amazon, Baidu, and more.

Just select YouTube as the search engine and enter a keyword or a list of keywords.

Right away, you’ll see country-specific search volumes, clicks data, global search volumes, and have access to five keyword idea reports.

You can also enter a list of up to 10,000keywords you want to analyze.

The best way to get a list of keywords is to use TubeBuddy or VidIQ’s Chrome extension.

Just run a search in YouTube, and look to the right sidebar.

You’ll see VidIQ’s “Related Queries,” or TubeBuddy’s”Most Used Tags” sections.

Just choose all relevant keywords you want to analyze, click the Copy button, and paste your list into Keywords Explorer.

We’ll then show you all keywords that haveYouTube search volume according to our database.

Now, search volumes are great and all, but the power of Keywords Explorer is in generating new keyword ideas.

Let’s say you want to start a channel on makeup tutorials.

Just type “makeup” into Keywords Explorer.

And I’ll also include a couple common variations like make-up and make up.

Then go to the Phrase match report, which lists all keywords in our database that contain your seed keywords.

And you’ll see over 202,000 keyword ideas! Let’s narrow in on some more focused topics.

So I’ll click on the “include” dropdown and type in a list of related keywords like eye, face, halloween, wedding, and bridal.

Finally, choose the “Any word” tab, which will show us all keywords that contain any of these keywords.

And we have over 17,000 relevant topics to create videos on.

Bottom line: there is no shortage of great keyword ideas to grow your business with a digital marketing agency.

We have an in-depth video on YouTube keyword research, so I’ll leave a link to it in the description.

Now, YouTube search is great and all, but why not maximize your views by ranking your videos on Google too? Don’t think it’s that important? Think again.

Google search is one of our top external traffic sources and sent us over 7,400 views in the past 28 days.

Also, a study done by GetSTAT shows that VideoSERP features increased by around 75% in 2017 for their sample list of keywords.

Now in 2019, it’s tough to browse Google for more than ten minutes without seeing a video result.

There are a few ways to find videos that get search traffic from Google.

The first is to search for your target keyword.

If you see a video carousel or another videoSERP feature, then you have an opportunity to rank in that position too.

Pay attention to video length and titles to get an idea of what Google wants to show.

The second way is to use Content Explorer, which lets you search for any word or phrase and get all relevant pages with their SEO and social metrics.

To find YouTube videos that are ranking inGoogle, I’ll search for: site:youtube.

Com in url: watch title:unboxing, assuming that’s the topic I wanted to search for.

Then, I’ll sort the result by search traffic and you can immediately see the estimated amount of Google search traffic these videos get each month, as well as the titles, descriptions, and social stats.

Once you find a video that interests you, click on the Details button, and then the Organic keywords tab where you can see all of the keywords and the ranking position for the video on Google.

Looking into both Google and YouTube search lets you double-dip your traffic sources and get more views to your videos.

Alright, step 2 is to identify search intent.

Search intent (or keyword intent) refers to the reason why a user searches for a query in a search engine.

Now, search engines are usually good at doing this for you.

Just search for the keyword you want to rank for in YouTube and analyze the content and angle of the top 3 results.

For example, if you want to teach people how to make a website, then you would probably give them a step-by-step tutorial.

YouTube agrees.

But what if you want to rank for “NintendoSwitch games?” YouTube will tell you that people want to see a “listicle-type” video.

Now, let’s say that you’re a florist and you want to rank for “viola.

” Bad idea.

All of the results show that someone searching for this term wants to know about the instrument.

Not the plant or the actress.

Let’s move on to step 3, which is the most important.

And that’s to satisfy search intent with a high-retention video.

YouTube says that their goals are to help viewers find the videos they want to watch and maximize long-term viewer engagement and satisfaction.

And if you’re matching the reason for a user’s query, then your chance of having higher watch times for the video increases.

Here are the exact steps we take to create high-retention videos.

First and foremost, plan your videos before you create them.

If you’re creating how-to videos, the last thing you want to do is stumble over your words or show sloppy demonstrations.

Proper planning helps keep your ideas on point and gives you the advantage of intentionally including keywords within your video, which people believe YouTube uses in their ranking algorithm.

Second, you need to start with a strong hook.

The first 10-15 seconds are critical for your video’s success.

Hook your readers, and you’ll have audience retention graphs that look like this.

Forego the hook and lose the majority of your viewers before you even get a chance to deliver value.

Every niche is different and unfortunately, there isn’t one formula that works for everyone.

Being in the how-to and informational space for a B2B audience, I like to start off with stats or proof so that’s worth your time to keep watching.

Like in this video on YouTube SEO, I started off by showing you how we rank in the top 3 for a lot of competitive keywords.

I also showed you that our search traffic grew by almost 400%.

And most importantly, I tell you that I’m going to show you the exact steps we used so you can try and replicate our results.

Drop-offs in the first 15 seconds is inevitable.

But you can minimize the damage by connecting with your audience’s reason for watching and showing that you have a solution to that problem.

Third, you need to edit your videos strategically.

For every single video we create, our focus isn’t to impress you with cool tricks.

We care about engagement.

So rather than getting into a full-out editing tutorial, I’ll leave you with a few power tips.

First, use jump cuts.

A jump cut is a transition between two shots from the same position.

It creates the effect of the scene “jumping,”hence, the name, “jump cut.

” These add dynamics to a video and help polish mistakes.

Second, draw your audience’s attention to what you want them to see.

Pay attention for a second.

If you’ve never used our Site Explorer tool before, and I say something like: “Click on the Linked domains report.

” Did you see it? Probably not.

But I could easily draw your eyes to the linked domains report by doing this, this, this, or even this.

The effects don’t need to be fancy, but they should help your audience follow along to avoid drop-offs due to confusion.

The last tip is to entertain with stories or narratives.

YouTube is an entertainment platform.

But entertaining isn’t easy.

So while our primary focus is to teach SEO and marketing, we do our best to make it somewhat entertaining without trying too hard.

If you’ve watched up to here, then you’ve probably seen some examples, so I won’t go deeper into that.

We have a full video on the workflow we use to edit our videos for YouTube, so I highly recommend watching that, which I’ll link up.

Alright, step 3 is to do on-page video optimization.

On-page optimizations for YouTube boils down to 4 things: We have the Title, Description, Tags, and Thumbnail.

Each of these help provide context to your video and/or will influence your bottomline: click-through-rates.

After all, no clicks = no views.

Here are a few best practices to craft searchable and clickable videos, according to YouTube.

Tip 1 is to use your keyword in the title.

YouTube suggests using the most relevant search terms in your titles and descriptions as long as they’re accurate and not excessive.

A study from Briggs by also shows that more than 90% of top ranking videos included at least part of a target keyword in their title.

While it seems important to include at least partial matches of your target keyword in your title, you don’t want to sacrifice the”click-worthiness” of it.

Tip 2 is to keep your titles under 60 characters.

YouTube recommends keeping your titles concise with the most important information up front.

From an SEO perspective, that will often mean using your target keyword near the beginning of your title.

For example, our target keyword for this video is YouTube SEO.

And you’ll see that we added the phrase right at the beginning.

Keeping your titles short will also prevent losing clicks from truncation in search, suggested, and browse features.

Tip 3 is to write catchy titles that evoke curiosity or highlight a benefit.

If you were to create a tutorial on tying a tie, a keyword rich title might be, “how to tie a tie.

” But that’s uninteresting at best.

There are numerous angles you could take like:How to tie a tie with the “007 technique;” How to tie a tie in 11 seconds flat;My 3-year old teaches you how to tie a tie.

The point is that boring titles are less likely to stand out in a competitive landscape.

Tip 4 is to create a thumbnail that complements your title.

In my opinion, this is the hardest part to execute consistently.

Here’s the thumbnail for our SEO mistakes video.

The thumbnail text describes the video since91% is the majority.

And if you look closely, there’s a picture of Google’s page numbers with the third part circled stating, “You are here.

” You can also draw inspiration from things around you and use your image to speak undeniable truths like our video, “How long does it take to rank on Google.

” And if you’re stuck, try and get ideas fromGoogle images or stock photos.

For example, I searched for the word “system” in AdobeStock, and was inspired by this image.

So I used the idea to create our thumbnail for our link building system video but cooler.

The next video optimization tip is to write searchable descriptions.

YouTube says using the “right” keywords can boost views and watch time because they help your videos show up in search results.

But what are “the right” keywords? For starters, we include our target keyword in both the title and description.

But we also include related keywords by analyzing the descriptions of the top ranking videos.

Just type in the keyword you want to rank for, then look through the description for keywords that have relevance to your topic.

For example, this video uses language like”free traffic” and talks about traffic in the context of a blog.

Another phrase used is “increase website traffic.

” These might be keywords that I want to include within my description or other closely related keywords where my video matches the content.

Next up are Tags and Google Keyword SEO.

And tags are another way to give context to your video, which can help you rank in YouTube search and suggested.

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YouTube simplifies this by recommending to add keywords and phrases that are most descriptive of your video.

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You can also use tools like VidIQ or TubeBuddy to see the tags for competing videos in the sidebar.

Look for common tags within competing videos, and add them to your video when it makes sense to do so.

And as an extra measure, I’ll normally copy all of the tags from the top ranking videos, and paste them into Ahrefs’ Keywords Explore to see the search volumes on these tags.

Step 4 are In-Video Optimizations.

Creating the video is 80% of the battle.

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There are additional optimizations you can do to increase retention rate and create a better user experience for your viewers.

The first thing is to add subtitles or closed captions.

Many creators, including myself, believe thatYouTube reads closed captions to better understand the context of videos.

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And chances are, your viewers come from allover the world with a different native tongue.

So it’s worth using a transcription service or if your videos are scripted, just go to the CC tab of your video, select your language, and create your closed captions file.

To give you an idea, around 17% of our viewers use our English subtitles when watching our videos.

The second thing to do is to add cards to your video.

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These are an interactive feature that encourages viewers to take one of these 5 actions.

Just select the timecode where you want the card to trigger, select the type of card you want to use, choose an appropriate option, and you’re all set.

Now, when a viewer hits that timecode, the title of the video will slide in as a suggestion.

Finally, use end screens.

End screens are similar to cards.

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The purpose is to keep viewers on the YouTube platform.

For our channel, we have a Subscribe button as well as a suggested video the viewer should watch next.

This can help you get more subscribers, keep viewers consuming your content, and increase one of the metrics YouTube uses in their ranking algorithm, session time.

I’ll expand on this in a bit.

For now, let’s move on to step 5, which is to publish and promote your video.

The first 24-48 hours from publishing can make or break your video.

So you need to promote your video as hard as you can right away.

Here are some rapid-fire tips to do that.

First, promote to your existing audience.

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At Ahrefs, we publish at around 8:00 AM Eastern time on Wednesdays.

We then use an in app alert to notify our customers about a new piece of content we created.

At noon, we tweet out our video link, which sends us more viewers directly to our video.

And of course, we send an email news letter to our blog about 24 hours after the video was live.

Now, if you don’t have an existing audience ,a few things you can do are to post on relevant niche forums like Quora.

Just search for the topic of your video, provide a helpful answer and include your video in the mix.

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You can also post on other platforms likeReddit, Facebook, or wherever.

The point is that you need to get involved where your audience hangs out.

Last but not least is to use YouTube ads.

Right now, from our experience, YouTube ads are super cheap.

You can target by interest, keyword, or custom audiences.

If you have a great video, set up some search ads based on your target keyword with the intention to earn their subscription.

As your subscriber base grows, they’ll begin to get notified with your future videos and help accelerate your growth without breaking the bank.

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The last and final step is to optimize your videos for session watch time.

Session watch time is the total time a viewer watches videos on YouTube without leaving the platform.

YouTube said in its Creator Blog: “We’ve started adjusting the ranking of videos in YouTube search to reward engaging videos that keep viewers watching.

As with previous optimizations to our discovery features, this should benefit your channel if your videos drive more viewing time acrossYouTube” Here are a few more ways to improve session time.

First, create series.

Think of series like #AskGaryVee or 490 episodes of Casey Neistat’s Vlog.

Series hook people and if they like what they see, they keep watching, which increases your total session watch time.

We’ve created 3 series in total.

One on keyword research, another on link building, and a shorter one on WordPress SEO.

The first two were made to educate our customers, while the WordPress SEO series was meant to rank.

And rank we did.

To encourage viewers to watch the next video in the series, add it as an end screen or add a card to the next video near the end.

This will make it easy for viewers to find the next video in your series.

Now, the next part is where the magic happens.

And that’s to turn your playlist into series playlists.

A playlist is a list of videos that plays in the order they’re set.

Whereas a series playlist is everything I just said, but it’s also a creator’s way to tell YouTube that your group of videos is an “official” list of videos.

Think of how Netflix does it with seasons and episodes of your favorite show.

They’re in a specific order and skipping a couple episodes probably wouldn’t be a good idea.

Using series playlists helps YouTube understand order and increases your chances of claiming the “up next” spot.

If you’ve done the card, end screen, and series playlist, you now have 3 places where your next video will be recommended to viewers.

The last and final tip to boost your videoSEO is to use my channel page hack.

Your channel page will likely be one of your most visited pages so it’s worth optimizing.

Here’s how the channel page hack works.

If you look at our channel, the first 4 video sin this stripe look kind of random.

But they are not.

Each of these videos is the first series in one of the 3 series we have on our channel.

And the only reason the fourth video is in the same series as this video is because we don’t have a fourth series.

Now, since all of these videos are separate series playlists, look what happens when I click on them.

The up next video is always the next video in the series.

So no matter which video you click, it heightens our chances of getting viewers to keep watching videos on our channel.

While YouTube doesn’t have a “session watch time” metric in their analytics, I’m a strong believer that my channel playlist hack contributed to our massive increase in overall watch time since the day I added it.

YouTube SEO from a technical perspective is easy.

Optimize your titles, descriptions, and tags.

Then add relevant cards, end screens or description links and you’re good to go.

But the most challenging part of video SEO is engaging your audience.

So take these processes and tips and focus your attention on these 3 things: entertain, engage, and rank.

Now, if you enjoyed this video, make sure to like, share and subscribe, and if you have any questions about our video SEO process, leave a comment below and I’d be happy to help.

So keep grinding away, create your videos strategically, and I’ll see you in the next tutorial.

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- As a digital marketing agency owner, I know all about thepains and frustrations of wanting to grow your agency but just not knowingthe best way to do it, which is why in this video, I want to cover my top seven strategies that I've used over theyears to massively grow my revenue, my profit, my customer base and build the agency of my dreams so you can do the same.

Alright, let's get to it.

(lively music) Hey there, my name is Adam Erhart, modern marketing strategist, and welcome to The Modern Marketing Show where we help you makemarketing that matters.

So, if you're interested in learning about the latest and greatestmarketing strategies, tools, tips, tricks, and tactics, well, you may want to consider subscribing and hitting that notification bell.

Alright, so, if you're here now, it's because you want to growyour digital marketing agency which I first have to commend you on because wanting to grow youragency is a very noble pursuit.

The more you grow, the more people you'regoing to be able to serve, and the more people you serve well, the more they're going tobe able to serve in turn.

And thus, we fuel the business, we fuel capitalism, and we make the world a better place.

Now before we dive into the tips, real quick on my historyjust so you know who I am and why I'm qualified to talk about this, I've had a digitalmarketing agency for years, I started way back in theday by offering things like web design and social media.

Over the years, that evolved into SEO and alot of search engine marketing and then that evolved evenfurther to where we are now which really focuses on online advertising like Facebook ads,Instagram ads, YouTube ads, and Google ads.

And that essentiallyis where we're at now.

Now, when I first startedthe business years ago it was a very, very sketchy start, as I'm sure you can remember when you first started your agency.

In fact, for the first few months, I was making almost no revenue and it was only when Iput my foot in the ground? Flag in the ground? Foot in the sand? Drew a line in the sand? Whatever.

It was only when I drew a line in the sand and said this is the pointwhere I'm going to make it or I'm essentially going to quit, give up, and go back and get a job again, well that's when things really took off because I was willing to do the things that I'd been previously unwilling to do and that's really what we'rereally gonna be focusing on here is essentiallyleveraging the things that most of your competitorsaren't willing to do, which is gonna give you a leg up and allow you to really justblast them out of the water.

So with that said, this first tip is gonna sounda little counterintuitive.

After all, if your goal is togrow and scale your agency, why would you want to do the unscalable? Well, essentially the unscalablethings are often the ones that have the most traction, especially when you're trying to grow and really hit that next level.

After all, there's no substitute for face to face conversation.

Now, this is a mistake thatI made a few years ago.

As my agency started to explode, I started to move further and further away from those personal relationships and those face to face conversations.

In turn, the business kindof ended up plateauing, and it was only when Istarted to recommit myself as the agency owner to doingthose unscalable things like meeting clients inperson, following up, doing a lot of reallypersonal interaction.

Well, that's when things took off again because my clients startedto really understand that I truly, genuinely cared about them and about their success and Iwas willing to do the things that others were not.

This next tip, I'm sureyou've heard before, but it's the 80/20 ruleor Pareto principle, and we need to apply the 80/20 principle to your entire business.

Now, if you're not familiarwith the Pareto principle, really quick, itessentially states that 80% of your results are gonnacome from 20% of your efforts.

And again, 80% of your revenue, probably gonna come fromaround 20% of your clients.

If you offer multiple services, 80% of those are gonna accountfor only 20% of your revenue and 20% of those servicesare gonna account for 80% of your overall revenue.

So, again, looking at things holistically, when you map everything out, let's say you're offeringfive different services, odds are pretty goodit's gonna be one or two that are providing themost bang for your buck.

Again, when you lineout all of your clients, it's probably going to bethose top 20%, top 30%, that are going to accountfor most of your revenue.

So what does this mean? Well, when you look at all these things, it's going to allow youto identify those services that are actually profitable and really driving your business forward and the ones that youcan probably let go of.

Same things with your clients.

When you really look at them, it's going to allow youto pinpoint the ones that are providing the most revenue, so you can not only doa better job for them, but you can find thetraits that are similar between them all and go out and get more clients just like them.

This next tip is one I've fallen victim to countless times before and essentially what you want to do here is give them what theywant, not what you want.

Even though you are thedigital marketing expert, you know the business inside and out, you know what's probably best for them, they may come to you looking for something completely different.

Now, it is obviously going to be wise and ethical and honorable and authentic to end up giving themwhat they need in the end, but at the beginning, if they say they need justsocial media management, you're best to approach thatconversation and the client that way and then pitchthem on the other things that they really shouldbe doing after that.

So, it's really hard tosell someone something that they don't want ordon't think they need.

It's a lot easier togive them what they want and then convince themafterwards by showing them what you've done for them buthow it could be so much better and really that's the way that you want to approach this direction.

When it comes to running adigital marketing agency, there's a number of differentthings that go into it.

There's obviously the sales,there's the marketing, there's the fulfillment or the operations of the client work, there's the finance side, and then there's all of theother areas that go into it like the mindset and the team building and the leadership and the management, all that other stuff.

Well, you as the digitalmarketing agency owner, you've got a very unique skillset and essentially you want to stay operating in your zone of genius.

Maybe this is actually doingfulfillment for clients or maybe it's getting on thephone and signing up clients or maybe it's justdesigning all the marketing behind the scenes and letting someone else handle the sales andoperations of the business.

Whatever it is, the betterthat you're able to identify and really articulate what you do best, the better you're gonna beable to get everything else off your plate which meansyou're gonna have less stress, you're gonna have more time, and your client resultsare gonna skyrocket because you're gonna bedoing what you're doing best and other people aregoing to be able to focus on doing what they do best.

Win-win, all around.

The next tip that wehave to cover if you want to grow your digitalmarketing agency is that you do in fact need to niche down.

I know you've heard this before, so before you skip the videoand completely write it off, there is some merit to this, but I want to put in a few caveats.

I know you've heard thatyou need to niche down and niche down again and niche down again.

Well, this can in fact work and if you're just gettingstarted, it's great advice, but as you scale up, it'sharder and harder to do because eventually you'regoing to run out of market cap of a super micro niche, so you're gonna need toexpand a little more.

So what does this mean? Well, when it comes to going out there and acquiring new clients, you do want to be niche-specificbut there's no reason that you can't targetmultiple niches at a time or subsequently or one afteranother or whatever it is.

When I'm talking about niches, I'm talking about not only theindustry of, say, dentists, or chiropractors, or legal firms, or financial investmentadvisors or whatever it is, but also the services that you offer, whether it's web designor SEO or online ads or whatever it is.

Essentially, you canchoose either the industry or the service that you're offering and really focus onthat for the time being.

Once you've built that upto the level that you want, then you can move on to the next one.

So, yes, you do need to niche down, but you are able to havemultiple different niches that you're targetingwith multiple different marketing campaigns in your own business.

The next tip is one ofmy absolute favorites and is largely responsiblefor massive growth in the very early years of my business and this is the willingnessto outspend your competition.

So what do I mean by that? Well, if you're operatingin say, a local area, all you have to do is take a look at what other local advertisingagencies or marketing agencies are doing in your area,and then do more of that.

Fortunately, in most cases, it's not too hard to runa few more Facebook ads or allocate a few moredollars towards your SEO or put out a little morecontent than the competition.

All you really need to dois continue to outspend them and eventually, over time,that gap becomes so large that they really willnever be able to catch you and never be able to takeover the market share that you've established.

Now, the easiest way to kindof ease your way into this is really to start small andjust allocate an extra five or 10% of your revenue to yourinternal marketing budget.

Over time, as your revenue grows, that budget is going to grow along with it and it becomes a lot easier to essentially take over the market withcontent and value and more ads and staying top of mindamong your target market.

You know, basically all thethings you're trying to do for your clients.

Alright, so this final tipshould come as no surprise, but if you want to grow your agency, you're going to need to get more clients.

Fortunately, I've got a video I'll link up right down below hereyou'll want to check out which is all about howto get more clients.

Alright so thanks so much for watching, and I hope you enjoyed the episode.

Make sure you check outthat video down below on how to get more clients.

If you enjoyed the video, make sure to give it a thumbs up, subscribe to the channel, and say hello in thecomments section below.

Alright so thanks so much for watching and I'll catch you next timeon The Modern Marketing Show.

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- Hey, so fun fact.

Sujan Patel over here,actually wrote a book called The Growth Playbook,or something like that.

I'll let him explain what it is.

But it actually got a ton of downloads, and he actually did really well, in terms of, growing that growth playbook.

So in this video, we'reactually gonna talk about Sujan Patel's growth framework for 2019.

My name is Eric Siu ofthe agency, Single Grain, and co-founder of Click Flow.

And Sujan Patel here is theco-founder of Web Profits.

So Sujan, what do you got? - So hey everyone.

Very, very excited to havetalking to you about this because this is where I get to reflect on everything I've done well, poorly, and it's been released,and what's actually worked.

So I own eight companies,one of which is Web Profits, the agency, and then seven SaaS companies.

So I look back at the year, and I'm like what do we do as an organization? What marketing has worked?What hasn't worked? And so, in 2018 we spentprobably around $300,000, give or take $10k or so, on content, creating content, themarketing of content, meaning like, so let'scall that advertising, Outbrain, Facebook ads,we spent some on software, you know, just to maintainand do the marketing that we wanna do, email marketing, marketing automation,chat box, what have you.

We've done lots andlots and link building.

So let's call that all SEO.

We've done some paid advertising, whether it's throughFacebook ads, Google AdWords.

We've done a lots and lots of outbound, and still call that marketing, even though it might bemore sales generated.

We did a lot, a lot of video, and then we've drivenaround, a little over a million visitors, to Web Profits and our core properties.

And I'm not talking aboutlike random visitors to blog posts or whatnot, I'msaying actual high intent.

But, there's actually onlya couple things of that that actually worked.

Canyou guess, what do you think? What do you think, out ofeverything I said, worked? - [Eric] Let's see.

- The video, writtencontent, Facebook ads.

- [Eric] Written content definitely works.

And then I kinda tieSEO with that as well.

- Yeah, so I would saynothing we did in 2018 contributed to those millionvisitors that came to the-- - Nothing.

- Nothing.

It was all the thingsthat we did in 2016 and 17.

- Ah, yeah.

- So it was refreshing, and you guys had mentioned this on your Marketing School Podcast many times.

It was mostly updating old content that drove most of the visitors.

And it was actually two pieces of content, when I look across eight companies, eight different websites, two pieces of content that drove about 75% of the extra million visitors in traffic.

- That's huge.

Actually, I was looking at new blankets and new pillows, and I was looking at TheWirecutter the other day, what I found in all of those articles, like best pillow, theyjust kept updating over and over and over, which is why they rank for millions and millions of keywords.

So I'm not surprised that that'sworked out well for Sujan.

Is there anything else? - Yeah, so it was actually laying the foundation for next year.

When I figured this out,it was probably around like summer time.

I was like wow, nothingI'm doing is working.

And you would think as a marketer, that's like a horrible sign.

It wasn't that, that nothingI was doing was working.

It's actually the other way around.

Things I'm doing take a lot longer than I anticipated to work.

We talked about thisin our previous video.

18-24 months to seecontent marketing work.

Content marketing is working, it just took a whole lot longer than I anticipated.

When I first starteddoing content marketing, it was a lot less time, six months.

So what I'm really focusing on, and I'm gonna continueto double down on is, the foundational work.

I'll give you an example.

Mailshake, on of our SaaScompanies, targeting sales people, it's an outbound sales tool, we're laying down-- and we spent from July andwe're gonna continue this-- all the foundational work,all the high intent key words that sales people would search for, we're writing content on.

And we're gonna continue to iterate on, and we're actuallyalready seeing success in, but it's just not where you would see it.

It's not in our analytics yet.

It's on page five Google, it's one of our hundred articles that gets traffic every month.

Not the highest, probablyone of the lowest, and we're doubling down on that.

So we're creating all this foundational-- - So you're seeding it first, and you're seeing what goes well, and then you're upgrading it.

- Yeah, and then whatwe'll essentially do, we're creating, we are gonnabe creating a book on this, and an eBook on all these things combined.

We're creating all ofthe individual chapters and sections of this book, and if it starts to trickleout as it plays out, we're gonna put thisinto a giant kinda book.

It's almost like the reverseof a 10x piece of content.

Instead of creating thepiece of content first, and then pushing it and promoting it, because the ROI is not there for us.

We're creating individual pieces, and as it starts tounfold, we'll put the book and 10x pieces of content together.

- That's a really good point.

That's actually what we're planning to do with the Marketing School Podcast too.

Just 'cause it's like everyday.

So, look, it's the seed and grow.

You should just coin that term.

- [Sujan] Seed and grow.

- Seed and grow, there you go.

- Fits well with Single Grain.

- Oh yeah, it does.

Seed and grow, there you go.

You got it from this video first.

Is there anything else you'd like to add? - Yeah, so one of the otherthings that we're doing in 2019 is we're really looking for,and doubling down in our ICP, our ideal customer profile.

We're looking at whatthey actually care about, and I'm taking out the marketing stats, and the details of how muchtraffic does this drive.

I'm looking at like, okay, at Mailshake, we'retargeting a sales person, an SDR, sales manager, VPof Sales, what have you.

There are different types of roles that sales person would be in.

And I'm thinking aboutwhat kind of content would be thought provoking for them? What are the struggles they're going for? Struggles in their day.

What are the things they're looking for? Where are they hanging out? And I'm actually tryingto just go after content that really fits those folks.

So I don't care if it hashigh volume or what not, I wanna really strike theiremotions in their hearts.

- Cool, so there you have it.

There's just a couple things, there's like a million different things I guarantee you that Sujanis planning for 2019.

But leave the comments,let us know what you think, what you plan to do interms of growing in 2019.

Don't forget to also subscribe as well.

And that's it for this series.

Don't forget to check outthe next video that's coming from this wonderful channel, where you get to learn about growth, and just cool stuff that'sgonna help make you amazing.


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