- Passionate Income
- Posts
- Top 2 Marketing Hacks for 2024
Top 2 Marketing Hacks for 2024
Here's what's working right now.
956 Words | 3 Min 59 Sec Read
Welcome to another issue of Passionate Income.
Today we’ll be discussing the state of digital marketing.
In particular, what’s working, what’s not and what the future holds.
Let’s dive in.
From emails with 80% open rates, to Facebook ad clicks for a penny, the transformation of technology, the costs involved, and the public's sophistication have evolved in radical ways.
Fast forward to today and what worked one short year ago is likely old news.
In fact, some tactics - like VSLs for high ticket offers - had a shelf life of less than one year before marketers used and abused them to death.
So what's working today, right now, in 2024?
Before we answer, understand "what's working" will depend heavily on what industry you're in.
If you work with something like Enterprise SaaS, odds are you've been using content marketing, LinkedIn and cold email. And odds are you'll continue using those platforms for the coming years.
On the flip side, in more consumer facing markets (and what I call B2B Lite), tactics and strategies evolve much faster.
As an example, 18 months ago, Twitter / X was all the rage among Personal Brand and guru types.
But after X's team updated the algorithm to make it more like TikTok's, small accounts got punished, making it exponentially harder to grow. At which point the hype died down and was replaced by something else.
So, since most of our readers are self employed micro-business owners and handle their own marketing, here's what's working for micro-businesses.
#1 - TikTok Shop
While TikTok Shop went into beta testing in 2022, it wasn't rolled out to the full US public until late September of 2023.
Since then it has absolutely exploded, with both physical product companies and information marketers able to sell directly through the app.
Admittedly, one could argue TT stole the concept from Facebook, which rolled out the ability to make purchases inside their app years ago.
Except for one problem: The feature never really caught on.
On the flip side, TikTok Shop has been a massive success. To give you an idea of just how successful it's been, consider the following stats (source):
TikTok Shop in the US generated $363 million in consumer spending two months after its launch on September 2023
More than 55 million TikTok users in the US have shopped on platform
37% of TikTok users are in the top third of spenders on social platforms
More than 70% of TikTok users buy something they stumbled across in their feeds
While I don't want to bore you with statistics here, let's just say the above are the tip of the iceberg. Especially when we consider TT Shop didn't even launch until late September.
Admittedly, you'll need traffic to your TikTok profile if you want to take advantage of TikTok Shop. Which means going viral and building an audience.
Despite this, you have to build an audience somewhere if you want to be relevant these days. So why not do it on what is arguably the most shopping friendly social media platform?
#2 - Long-form YouTube
So, we've got some good news and some bad news.
The good news is that, after years of bombarding people with short-form videos, marketers have realized tricking someone into paying attention for 10 or 15 seconds is a horrible way to drive sales.
And because of that, marketers are shifting away from short-form (Reels, TikToks, Shorts) and instead focusing on publishing long-form videos to YouTube. The only problem?
Building an audience via long-form videos on YouTube is a slow and grueling process. Especially if you're starting from zero and cannot crosspolinate your followers / fans from another platform over to YT.
With that said, the payoff for sticking with and putting in the work can be massive. Why?
Marketing studies have shown it takes an average of 7+ hours of communication (consuming content, watching ads, sales calls, etc.) before a prospect will feel comfortable buying something from a new company for the first time.
As you can imagine, getting a new follower to seven hours of watch time using 10 and 15 seconds short-form videos could take years. But with YouTube, a new fan can binge on your old videos and hit the seven hour mark in matter of days / weeks.
Especially if you're publishing 30+ minute videos multiple times per week.
On top of that, long-form videos allow people to get to know you. They see you mannerisms, facial expressions, etc. over and over again. They hear your voice day in and day out, and are able to observe when you're high energy, low energy, and average.
And because of that, long-form video builds massive trust.
As you've likely heard:
"People do business with people they Know, Like and Trust."
And with the combination of high watch time, visuals and audio, nothing builds trust better than YouTube.
💡 Takeaway: While Enterprise B2B marketing tactics rarely change, the B2C market moves at lightning speed. And in 2024, TikTok Shop and long-form YouTube are where the attention is at.
🎁 Resources:
What'd you think of today's edition?
Reply back with a rating between 1 and 10 to let us know