The corrected text is: The trend we are seeing right now is that people use chat GPT for a month or so, but then lose interest in it and it slows down. So, how can we integrate it into people’s daily lives? Just like Alexa or Siri, AI will become more integrated. Thank you for being here, ladies and gentlemen. Neil is one of the largest entrepreneurs and marketers in the world. In fact, Entrepreneur Magazine named him the number one marketer in the world. He created his first website at 15 or 16 years old and has been going strong ever since. He now owns four multimillion-dollar businesses, and colleges are using his material. One of his passions is helping small businesses get to where they want to go. He says there is a formula for getting results in marketing. Can you explain what that formula is? Sure, when I say there is a formula to marketing, the first thing is to go after a big TAM, which stands for total addressable market. It is almost the same amount of work to market a small niche business as it is to market a large business. Therefore, it is better to go after a large business because it is hard to capture 100% of a large but niche market. It is much easier to capture a fraction of a percent of a $100 billion market. The second thing is to figure out what you can give to disrupt the industry. For example, if you are going after health insurance, you can give away payroll software for free to generate more sales for health insurance. People who pay for payroll software typically also provide their employees with health insurance.
So instead of charging them for what they’re used to paying for, you end up saying, “Hey, we’ll give you this thing that doesn’t cost us much here for free, and we’re going to make a lot of money charging you for this much bigger thing, which is health insurance.” The next part is that you just have to go omnichannel. From TikTok to Instagram to Facebook to Google, there’s not one channel that does well. They all end up getting crowded and competitive. So you have to leverage all of them. Other than that, you just have to execute on it and give it time. But those are the main three elements. Of course, there are a lot of other things involved in marketing to make each of those things work. I oversimplified it, but those are some of the three key things that people mess up on. They don’t pick a big enough TAM, they don’t figure out how to disrupt a market, and they think that they can grow a business to being really amazing with just one channel. You can start off with one channel, but eventually, you have to expand into all of them. So today, we’re going to be talking about AI. That’s the thrust of what we’re talking about clearly. I watched one of your podcasts recently, and you said we’re in the first inning of the AI game, right? Have we been in that first inning for a while because it seems like the algorithms for Facebook and those have been around for a while? Have we been there for a while, and do you see us going to the second inning soon? Yeah, we’re in the first inning. What you’ll see is things will actually speed up and progress faster and faster.
The second mistake that we see is going out there, at least in marketing, and just creating tons of content on everything within my industry so I can catch up with my competition. You can search for anything on the internet. A great example of this is when I searched the other day for how to dunk a basketball if you’re short. If I share my screen, you can see that this search has 13 million results, but only roughly 20 people search for it in the United States. Therefore, there is already tons of content on any given phrase, and chances are people are only clicking on page one or two. The point I’m making is that having AI create content on any given topic isn’t going to get you more traffic. Google and social sites already know how to drown out the low-quality content, whether it’s created by AI or humans. Therefore, you need to focus on creating amazing content that showcases your experience, expertise, authority, and trust, which Google likes to call EEAT. Additionally, spend more time promoting the content than creating it because using AI to create a ton of content that no one will read is not a good strategy.
And it’s actually going to hurt your site and get you less traffic, social engagement, and followers because people will think, “This is junk, mediocre content.” – Yeah, and it sounds like once you get the output from, say, Chat GPT, it’s super important to make it sound like you. Would you say that’s true as well? – You need to make it sound like you. But the example I gave, just to double down on this, was really random and most people aren’t going to type it. Yet it had 13 million plus results. Now imagine if it was on something generic. You’re going to have, in many cases, hundreds of millions, if not billions, of results. AI won’t allow me to keep up. Not really. You have to compete with 13, 16, or even 100 million other results. It’s not that simple. – Yeah, that’s crazy. So it’s super important to make sure that you don’t just take Chat GPT and post it somewhere. You want to make sure you take the results and modify them to be your content. Make it the best it can be and make it sound like you before you send it out. – Exactly. – Got it, okay. So I know a lot of people are worried about jobs, right? We’ve seen Facebook and Google do layoffs. Is it true that people are already losing their jobs due to AI and the explosion of AI right now? – People aren’t losing their jobs to AI. They’re losing their jobs due to a bad economy and companies not hitting their quarterly earnings. Facebook just announced that they’re laying off 10,000 more people or something like that. Either way, it’s a large number.
Because of the way social platforms and algorithms work, if you keep putting out low-quality content, it will hurt your reach for future content. Therefore, it is better to only put out good content rather than mediocre or poor content. However, much of the AI-generated video and audio content is not up to par. So, how does this affect your searchability and ranking? Well, with social platforms, if you put out content that people do not want to engage with, it tells the platform that even if you have a million followers, people do not care about what you are posting. They do not want to engage with it. If you continue to put out poor content, the platform will show it to fewer and fewer of your followers. When you finally start putting out good content, it may be too late, and people may not want to engage with it. Therefore, the platform will not show much of your content, and it will take a long time to recover. The same thing applies to search and SEO. If you put out poor content, you are competing with millions of people, and it will be difficult to rank. People will not want to link to your content if it is not unique or valuable. A great example of this is about. com. They had a lot of content, but they got more traffic when they split it up into unique sites and niches and deleted a lot of the low-quality content (more than 20-30%).
They deleted a large chunk of their content and received more traffic. The better the quality of your content, the more favor you will receive from platforms, whether search or social. This results in more traffic, likes, and higher rankings compared to publishing mediocre content. During a private consultation, if you don’t know where to start with AI, the first thing you should do is analyze your competition. You can use tools such as Uber suggest, SimilarWeb, Semrush, and Social Blade to see what your competition is doing that you’re not. Then, use AI to help with ideation and content creation. However, you must modify the content heavily to be amazing and meet the necessary standards. Small businesses often lack the necessary content to compete with larger companies. Regarding the danger of plagiarism or using information generated by chat GPT that belongs to someone else, you can protect yourself by running the content through tools like Copyscape. This tool will tell you if the content is plagiarized or not.
There are a lot of plagiarism tools out there that you can use. Okay, so would you recommend taking everything that you get from the chat, GPT, and running it through before posting it on your site to protect yourself against potential plagiarism or copyright issues? Yep, that’s right. So start with research. What would be the next couple of steps that we might take as a small business? The issue isn’t implementing it. Once you have the research and create the content you’re pushing out there, the issue isn’t AI and how it can help you streamline it. The big mistake that companies and marketers are making is not spending enough time promoting it. That’s not an AI thing. That’s more of a time thing, and you just have to do it. For example, who’s tweeting out content that’s similar to yours on Twitter? Hit them up, build a relationship, ask them to tweet out your content and tweet out theirs in exchange. Look to see who’s engaging with your competition on social media. Go follow them on their profiles, comment on their profiles, engage with them, and build relationships. Then your profiles start doing better. Start going live on social media. Instagram is lacking live content. They’ve actually seen a decline. The last stat that I saw, maybe it has changed this year, but the last that I saw in 2022, they were starting to see a decline in live content. So consider creating live content and making sure that it’s really valuable, and you can get ideas from any of these AI tools on some things that you should talk about. The other thing you want to do is look to see who’s linking to your competition.
Any of the link tools out there, such as Ubersuggest, Ahrefs, or Semrush, can be used for free. Uber suggests that you can identify who is linking to your competition and build relationships with those people to ask them to link to your content. All of this work is manual, and while it may not be ideal, it is necessary because AI cannot do it yet. If you want to see results in marketing, you should spend the majority of your time promoting your content, rather than creating it. Spend 20% of your time creating content and 80% promoting it. While AI can help you create more content, it is not necessary to create a lot of content. Instead, focus on creating amazing content and promoting it. There are some tools available that can help with SEO, such as a tool that can rewrite a blog post to rank higher. However, the best way to get higher rankings on Google is to update your content regularly. Wikipedia often ranks on page one because it keeps its content up to date.
So, if you take your hit pieces, the ones that really matter to your business, continually update them. Not just with a sentence or a photo, but update them to continually provide value, whatever that may be. Maybe a few paragraphs, maybe one sentence, because there doesn’t need to be anything really updated. But if you keep it up to date for however much it needs to be up to date, you’ll find that your rankings and your traffic are going to continually be better. And let’s say you’re using a repurposing strategy, right? And you’re taking your old videos and they’re totally relevant now. How can you make them up to date and keep that process going forward? For videos, you can’t. You would just go and create new videos. Got it, but for blog posts, you can. And what you just said is to update the content and the date. Yes. For audio and video, you would just create new versions once it’s out of date. Got it, got it. Okay, well, we’re just about out of time. I’d like to have you talk a little bit about your four multimillion-dollar companies. Can you tell us a little bit about those companies so we know how we can engage with them and how they’re valuable for small business owners like ourselves? Sure, my main business is NP Digital. It’s an ad agency that helps companies of all sizes grow. We’re global, and we’re in nine or ten regions now. By the end of the year, we should be in 20. We also have software tools like AnswerThePublic and Ubersuggest, and some of them are integrating AI to make your lives easier when it comes to marketing. Awesome, awesome. Well, Neil, any last words for our audience here today around AI before you go? Don’t worry about it, embrace it, and don’t assume it’s going to be perfect.
Make sure you take the time to modify it, or else you won’t get the results you want. Alright, so all-out nuclear war isn’t going to happen from the Terminator yet. We’ve got time, and that’s right. Like I said, we’re in the first inning. Any idea when we’re going to get to the ninth inning of this thing? It could be five, ten years from now, or longer. When Elon Musk creates human-looking robots that have AI integrated, that’s probably the ninth inning. Yep, and that’s coming. Alright, well, thank you so much. We appreciate your time today. Thanks for taking your time to be with us small business owners and helping us understand the landscape of AI today. Sounds good, take care.
Transformation! 