Hello, my name is Bill Arnold and I'd like to welcome you to Prevail Marketing’s first YouTube production. It's been a number of years since I've done one of those. So please bear with me. It's been a while. This won't be the best, but it will be one of many. I promise you. And why is that? Because today we're going to start something I've never done before. In fact, I think very few marketing agencies have ever done this.

We're going to start an experiment called the Great Marketing Experiment of 2023/24. And what does that mean? That means that for the next 365 days, not counting today, we are going to do a YouTube video every single day about a topic that we hope you'll find educational, informational about marketing and sales. And we're not only doing it on YouTube that's that may have been done already. We are going to look at every single relevant social media channel, including our own blog, and we are going to start promoting something every single day in each of these channels.

What does that mean? Well, first of all things a lot of work for us because I don't think it's something you take lightly when you diversify like that. But each channel has its own unique attributes and features. Obviously, on YouTube it is going to be a video on LinkedIn is going to be a combination of videos and written content. We're going to do this every single day.

We always heard, everyone's heard since 2013, when Forbes Magazine came out and said content is king and distribution is queen and she wears the pants. We have to create great content and distribute that content across the internet. Well, times have changed as it used to be easy to figure out what kind of content to create and where to place. It.

I mean, there were clear differentials. This was a b2c channel and that was a b2b channel. Well those lines have really blurred over the last few years tremendously. It's no longer the case that every channel with maybe the exception if you like LinkedIn is really dedicated to a particular type of audience. For the most part, you go to TikTok and I can find on my feed b2b marketing promotions. I can find people promoting all sorts of products and services from a service standpoint, talking about their business. That wasn't with original intent with those channels were but that's how they're being used. And you know what? They're getting traction. It's working. We're going to do a great experiment. We're going to find out what's working on the channel.

Over the next 365 days, we're going to explore each channel and tinker with the content or the type of content. Sometimes it may be a video on each of these channels. Sometimes it may be other things. We're going to invite guests to this channel as well. So, it's not just me talking every single day we're going to have broadcasts where I basically interview some of the best minds of the industry. We will ask them what's working for them, what doesn't work for them, why they changed. We're going to explore each one of these every single week, every single day.

Every single month, we're going to recap what's worked, what hasn't worked, and we're going to try to do what I tell my clients to do. We're going to take a look at the metrics, and we're going to optimize we're going to improve we're going to get better.

Why are we doing this? We have that much free time that we have nothing better to do with our lives and just sit here and bore everybody with our content. No, not at all. We're doing this because content distribution actually works. I know this for a fact I've seen it happen. I'm going to give you two examples of what I know and how I know it's work besides like personal example, because I always tell my clients don't necessarily believe what my experience has been. Let me tell you about some other experiences that I know and you can verify.

I mean, back in 2015, I was at a HubSpot partner conference in Boston, and a very brave agency that had fallen on hard times got up and started to lament the fact that about four or five months earlier, they were on the verge of going out of business. They had for a lot of reasons. lost all their clients. They had to let go of their staff. And the four principals were sitting there trying to we're trying to figure out what to do and how to do it. Do they walk away. They asked “How can we resurrect this we have no money? How can we improve this?” So, they sat and ate their own dog food, they decided to do what they told their clients great, great content.

They started creating content, a blog a day. Just a blog a day with normal distribution through LinkedIn and on their own website. No paid ads or paid promotions. After about three months, they started getting a little traction and decided to do more. They started writing four or five blogs a day, every single day. I'm not talking about blogs for the sake of a blog is contents not that we're a content is got the contract content that has a purpose, a reason that provides great information, otherwise, why bother? They created great content every single day, day in and day out. What when they came and told us they were in the midst of that process, and they said it's a great experiment we're trying to we don't know what's going to happen.

I can tell you what happened to that agency. I'm not going to mention the names but if they see this, they can raise their hand. They are now one of the largest if not the largest HubSpot agency, period. They did that primarily by creating great content. As time went on, they invited other people to participate.

The other question is, how effective how effective can this program be? I'll give you another story. This one's more personal to me. My own son back in 2019 decided to do a YouTube broadcast. He didn't tell anybody just started doing it was about cryptocurrency altcoins, and Bitcoin. He did it and you know about doing for few months and said, “By the way, I've got, 1,000 followers after doing it for just a few months. Everyone's shocked. That seems like an awfully large number. How does anyone get 1,000 subscribers for anything? Right? Well, he invited his other his brother, to participate and they went on a journey. They worked other jobs at the time. But they did this every single day they created a YouTube production. Day in day out. Nobody was watching a lot of those days they did it just because they were disciplined. Well, fast forward. I think they've got about 1.4 1 million subscribers on YouTube. They got about an equal number of followers on Twitter. They did that by consistent, great content.

Now, do I think I'm going to get 1.42 million followers or subscribers? No, that's not even in the ballpark. Marketing and sales is not a very sexy subject a lot of people want to follow. By the way if you want to learn about Bitcoin, Altcoins, and Cryptocurrency follow AltcoinDaily on YouTube, you won't be disappointed.

But I don't think I'm going to get that number of followers in fact, I don't think anyone's going to actually see this video. They will go back afterwards and find out how it started. Who knows. If I got 20,000 at the end of one year, I would consider this such a major win. Oh my god, I would do like, oh, this even happened.

No, that's not the point. That's not the purpose. How am I going to gauge success for this project?

Well, first off, just the mere fact of doing it every single day for 365 days, that alone will be a success. But I can pull that off if I can do that. I have one of me that's doing right now. Maybe I'll bring other people to do with me as time goes on, or other members of Prevail Marketing team. But I'm going to do this now by myself. And I'm going to consider it a major success if I just did it every single day. That's the first measure of success.

The second measure of success is I'm not trying to get followers but I do know if I do constant content, great content over a series of months that some people are going to follow the content back to my websites. They want to find out what else is out there. It will hit a nerve somewhere with somebody. I'm going to get enough of those nerves and people following back that Google is going to say, hey, maybe this site is something worthwhile. They we got to send more people to it.

Here's the best part of this. I've restarted Prevail Marketing after about three, four years of being in house working for a number of clients working as Chief Growth Officer and Chief Revenue. I'm restarting this agency with some of the same people but the point being is, is ground zero. We don't have any traffic right now. Zero. So, anything we get, we're going to have to measure the performance where it came from, how we got there, what is working, what isn't working, and report that back to you. So again, just I'm trying to please the Google gods, if you will, is Bing I know you're out there. We hear you. Thank you. Send some leads, we appreciate it.

We're going to please google by doing what we know works for them. But that's getting traffic to the site. is never ever success. I tell my clients all the time that you know, those are just KPIs key performance indicators. They do not determine what success is, which is sales, among other things, results. Were so we're going to see what the results from that we're going to test the waters now.

What sites am I going to be posting on besides YouTube? Let me tell you, obviously my Prevail blog prevailed on marketing. Please go there and subscribe.

LinkedIn, every day on LinkedIn, YouTube, Twitter, (probably multiple times a day because that's how Twitter works. You know, Twitter you have to post more than once to actually get tracks. I think it lasts for 15 minutes on average). We will post on Facebook every single day. Yes, businesspeople go to Facebook. Instagram, where we will post a combination of videos and written posts. Tik Tok, that's going to be a lot of fun, never done a TikTok. We are also going to post on a few up-and-coming platforms: Threads and Blue Sky. If you go to my blog you can find the links to each one of those sites.

We're going to measure what the results are. We're going to try to do the way that every site says you ought to do. We're not going to cut corners. So that's the start of this experiment. If you keep this relatively short today, how can you help? Well, glad you asked. First off, I'd love your participation and feedback received this comment? Like share whatever. Engage with us if you disagree with what I'm saying as I go along and do those various posts throughout the year. I appreciate feedback. You know, one of the things I've learned from marketing is no one has all the right answers. Everything's a learning experience. And once you think you know everything, you're wrong. So, I'd love your feedback. I'd love to think we're thinking right and run them wrong. And if you're professional about it, we'll engage. I promise I'll respond back if you're professional. And if you're really good. I'll do a face to face and we'll talk back and forth.

It's hard to believe I will run out of topics but I guarantee around month eight, I may be running low. So, if you have any topics any anything you'd like me to talk about, please share with me if you'd like to be on this channel like to take one day and promote you know word something and get it promoted across all this stuff. Probably not but once we get traction, you might want to talk to you about it. Okay, if you want to think you know someone can video yourself and have a conversation. We've got a few lined up already some really, really good people that I think you'd be impressed with. But again, we'd love to have that conversation with you as well. So that's it.

Come back tomorrow because tomorrow we're going to drill down on to what I calls what how do you define marketing sales? Success? I'll tell you that 95% of all my clients. Initial comment is wrong. And I know that because after we have a discussion, I tell them my definition of market sales successes, they agree with it 100% of the time. So come back tomorrow we're going to talk about how you find marketing sales success. But I'm going to end with this something that I think I'm going to get tired of saying. I know I'm going to get tired of saying you're going to git me tired of hearing me say this. I promise you if you follow me, like, subscribe, comment, and follow and share. Please until tomorrow have a good day.

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Great Marketing Experiment of 2023/24

This is an unedited transcript of a video recorded on 11/1/2023. Here is a copy of the original recording.