Build Businesses That Make You More Free, Not More Busy
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How has AI changed the rules of digital marketing and visibility?
does ai know who you are does ai know your company does ai know your expertise does ai know your content today we're talking about the new rules of digital marketing not the old rules not the outdated tactics the rules that will determine who wins this next decade your content works while you sleep it works globally it works every day many businesses still see content as marketing it's bigger than marketing If your marketing strategy today is basically the same as it was three years ago, you're already behind. If it's the same as it was five years ago, you're in serious trouble. And if it was the same as it was 10 years ago, you know you're invisible, right? The rules have changed. Search has changed.
Social media has changed. and buyers have changed. All has changed, okay? AI's changed basically everything for us, okay? And the businesses that don't adapt right now will find themselves becoming less and less visible every year. In fact, every week almost you become less visible. See, today we're talking about the new rules of digital marketing, not the old rules, not the outdated tactics, the rules that will determine who wins this next decade. I know for me, I've had some trouble adjusting in the last six months. It's like, dang, why are we changing every single week? And it seems like every week we're making change, but that's the reality of speed right now. The speed of change is getting faster.
I think you're probably knowing that. So the biggest shift I've seen now in marketing history, let's start with the biggest shift. Customers no longer need salespeople to get information. Think about that. For most of human history, salespeople controlled the information. If you wanted information about a car or a house or software, coaching, consulting, anything, basically. You went to the dealership. You went and viewed the house. You spoke to the salesperson. They gave you all of the information. You had to speak to a salesperson. Well, not anymore. See, the way customers... Today, your customers arrive... educated, I guess. They do the research. They watch the videos. They read the e-books. They download.
They go on websites, your website, review websites. They go and ask questions of other people online. They jump on Reddit. They do all of these things. Sometimes they know more about your competitors than you do. Let's think about that for a second. They've already searched, watched, compared, reviewed, researched, before they even reach out to you, before they even go to a salesperson, if they go to a salesperson at all. Let's think about how much Amazon has taught our customers to just buy with one click or two clicks. And I know, Amazon, if you're watching, you're annoying me. That third click of, do I want bananas and grapes and stuff? No, I don't want your groceries. Anyway, share that with Amazon if you know someone that works there.
So before they ever speak with you, they've done these things and that changes everything. I call this basically, I go back to the Pareto principle, the 80-20 rule, okay? The average buyer today, when they connect with you, is often 60 to 80% of the way through their buying journey before they contact a company. And that's huge. They've already done more than half of the work in the buying decision. It means that marketing now does the majority of the selling. Marketing does the heavy lifting. Historically, marketing got a name, email, or name and phone number, and the salespeople did the heavy lifting, okay? Today, marketing does that majority, not sales. Marketing is content-driven. reviews, testimonials, videos, podcasts like this, case studies, authority articles, trust, having articles, PR, articles in other magazines about you, your social media, people on your LinkedIn, they check you out.
All of those things now do the heavy lifting. And so if a customer does speak to a salesperson, they're usually somewhere in that 60 to 80% of the way through the sale already. And as you know, Google isn't the only game in town anymore. I mean, it's still massive.
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Chapters
4 chapters
1
How has AI changed the rules of digital marketing and visibility?
0:00–6:18
2
Why are customers 60–80% through the buying journey before contacting sales?
6:18–16:21
3
How does AI influence where people search (Google, YouTube, LinkedIn, Reddit)?
16:21–21:46
4
What does it mean for AI to ‘know’ your company, expertise, and content?
21:46–24:29
Speakers
1 identifiedMore from The $100M Entrepreneur Podcast
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