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Eric Siu and Neil Patel argue that boring marketing tactics work better than chasing trends. They focus on what scales: RFPs, referrals from clients and employees, and core channels. Flashy new features don't beat the fundamentals.
Eric Siu and Neil Patel argue that boring marketing tactics work better than chasing trends. They focus on what scales: RFPs, referrals from clients and employees, and core channels. Flashy new features don't beat the fundamentals.
It's often the boring things that work out well. And the biggest companies, they end up just doing the same things over and over and over. It's not like they're trying to be perfect at everything. And that's one of the problems with marketing. I've had that problem in the past where there's a lot of shiny object syndrome, but you dial that back a little bit, just focus on what actually works well and just keep doubling, tripling down on it.
Totally. And that's the big issue that we see with AI. All the companies want to do it for this latest sexy thing that someone's talking about at a conference and showing a video of this cool feature. I'm like, yes, but will it really generate you that much traffic? Oh, not really. Okay. Will it generate you tons more revenue? Oh, not really. Using AI for systems and processes. Oh, that's boring. That saves you time. You're paying staff a lot of money. In my eyes, and I know in your eyes as well, that's the sexy stuff. But most people don't view it as sexy.
Let's give you an example. Like, we'll talk about another example here with sexy. So new and sexy. I asked you if you knew what Google Notebook LM is that came out like last week and Google Notebook LM, it just takes a giant book and it makes it into a podcast, right? But that's a shiny object thing, right? It's cool. I don't know what we're going to do with it. Is that actually going to drive revenue or should we just focus our resources on what's already working? Right. I think there's all these new releases coming out. All the time, and we're going to continue to see that. There's always going to be a new breakthrough, right? But oftentimes it's just you do the same thing for 10, 20, 30 years on the business side. In marketing, maybe it's a little less than that because things change, but still the concepts are the same.
And similar to AI and going after the ugly, the same goes with marketing platforms. When you're trying to scale up your marketing and just grow, it's a lot of the boring ugly channels is what produces results. Spending more time on that for most industries will produce better results than focusing on TikTok.
And you talked Tell me about your top 3. When we're on stage, I was like, hey, what are your top 3? Where are you getting the majority of your customers for NP Digital right now?
Oh, where we get the majority of customers? Number 1 is RFPs, just word of mouth of people knowing we're in the industry. Number 2 is client referrals. Number 3 is employee referrals. Once you have enough headcount, like we're above 1,000, people are like, oh, I worked with this individual, they were great in the past. Oh, they moved companies. Hey, can you still work with us? Companies follow good people.
