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Speaker 1

00:02

That typically is their best form of marketing. You need a great product. You need a great service. The longer you're in business, the better off your marketing is going

Speaker 2

00:13

to do just because more people are going to get to know your brand.

Speaker 3

00:22

All right. So we're going

Speaker 2

00:23

to talk about how if your company's older, the better your marketing is. So Most people believe the way you grow a business through marketing is you do SEO, you do social media, you end up doing a lot of branded campaigns, and just over time through paid advertising and all these channels combined, you end up creating a big business. We work with a lot of enterprise businesses, Eric, and a lot of Fortune 1000 companies.

Speaker 2

00:50

Do you know where they get majority of their business from, Eric? Eric Kuzuian Enterprise companies? Edwin Morris B2B, B2C, just Fortune 1000 companies. Eric Kuzuian Sales.

Speaker 2

00:59

Edwin Morris Okay, outside of sales, but what marketing channel specifically is helping them generate their most revenue?

Speaker 3

01:04

Brandon Zemper, The Real Deal. Brand.

Speaker 2

01:05

Yes. And they got the brand from just being in business for a very long time. Their best marketing tends to be a combination of word of mouth, referrals, or people just knowing their brand. And that just happens by being in business for a very, very long time.

Speaker 2

01:19

Everyone believes that your marketing needs to be so perfect and amazing if you're trying to generate the most sales. That's not true. You need a great product, you need a great service, and the longer you're in business, the better off your marketing is going to do just because more people are going to get to know your brand. Now, don't get me wrong, SEO, paid advertising, email marketing, text message marketing, like all the channels out there, they can help.

Speaker 2

01:45

It's not like they're going to hurt. But what really helps businesses grow, like when we look at a lot of the fortune 1000 companies we work for, word of mouth marketing, people knowing their brand and referrals is by far literally the number 1 way most of them generate their revenue. And it's consistent, good economy, bad economy, B to B, B to C, doesn't matter, that typically is their best form of marketing. And that happens by just being in business for not 5 years, not 10 years, you're talking about 20 plus years.

Speaker 3

02:16

It takes, the key thing is not even just with marketing, but with business, the longer you stay in business, the more you learn, the more you stay focused, the more you lock in, and the more you build something that has higher enterprise value. That's right, and

Speaker 2

02:28

you know, it's, you just gotta stick it out for more than 10 years. I've really found that, you know, at the 5 year mark, things really do change, but the 10 plus year mark is when things really get better and that branding just kicks in and word of mouth and referrals. That's assuming you have a good product or service.

Speaker 2

02:45

If your product or service sucks, it doesn't matter

Speaker 3

02:47

if you're in business for 30 years, it's not going to do that well. Key thing here is when we talk about the concept of thinking in decades, it very much applies here, not even just for business, but for marketing. The longer your business can stay in business and do a good job for your customers, the easier your marketing is going to be.

Speaker 3

03:05

What's funny is

Speaker 2

03:06

years and years ago when I was running Kissmetrics, we raised money for that startup. The startup ended up failing a while ago. And I don't know how old that startup is now, in theory, if you had it when we started it.

Speaker 2

03:16

But let's say, call it 10 plus years ago. Yeah, I'm like, it's pretty much dead. But, and I don't know if they ended up buying it out. I remember back then, we were trying to generate revenue through any means necessary so my founder and I wouldn't have to keep getting diluted.

Speaker 2

03:28

So I was doing outbound. So I had people like the Airbnb founder be like, hey, I can help you with SEO. Got a meeting, got a contract. I believe the contract was for $240, 000 for the first year.

Speaker 2

03:38

Somewhere around there. This is a long time ago. Airbnb wasn't publicly traded. They're really tiny.

Speaker 2

03:43

Do you know how they're generating most their revenue even at that time, a few years into the business? SEO, no? Nope, not SEO. Most of their SEO traffic came from the term Airbnb.

Speaker 2

03:55

Most of their, they were doing paid advertising. Paid advertising wasn't responsible for majority of the revenue. It was a good product and their brand just kept getting bigger and bigger. And most of the enterprise companies we look at, yes, marketing, advertising, it all helps them grow.

Speaker 2

04:08

But what really helps these companies grow, which sounds counterintuitive because Eric and I own advertising agencies, is just a creating a great product or great service, which ideally disrupts the market, and B, being in business for a long time.

Speaker 3

04:21

I remember I've tried to do courses in the past where the gist of the course was, it's going to take time, and that never does well. Like, people want results very quickly.

Speaker 2

04:31

They don't want it right now. If you tell anyone it's going to take time, they hate it. But it's the truth and at least that's what I like preaching and that's what you like preaching.

Speaker 2

04:39

Well, cool. That's it for this episode. Make sure you rate, review us. We really appreciate you guys listening and tune in next time for marketing school.

Speaker 2

04:46

Now, if you have any questions, leave a comment below. I'm here to answer them and help you out. If you enjoyed the video, like it, share it, tell people about it. Thank you very much.