Eric Siu argues that SEO alone won't drive sales anymore. Gong data shows only 10% of sales conversations mention podcasts and 9-10% mention YouTube, but younger users search on TikTok instead of Google. Marketers need to diversify across multiple channels or risk being left behind.
The sales intelligence tool we use is Gong. And if I type in podcasts, okay, so 10% of the sales conversations involve podcasts in there. And then about 9 to 10% involve the keyword YouTube. The fact that we're here, Kip, like this is a collaboration with the Marketing School Podcast and the Marketing Against the Grain, right? We're both pushing this to YouTube. We're both going hard on podcasts. It's because the attention is being spread everywhere else. And the SEOs that complain about it are typically, they put all their eggs in one basket and once they start to lose that traffic, they start to panic. I would travel with friends this year and I look at their behavior. They're not even using Google. They're just using TikTok to search for things, right? So. We have to adapt with the changes and we have to roll with the punches. I think the people that complain the most are the ones that are unwilling to adapt.
