John Wall: After you’ve mined search engine marketing, which is usually the most effective way after that, you can go down to social media and other digital properties. There are a bunch of ad networks that you can get into, so that you’re on articles on other properties. TikTok has a lot of momentum and a lot of hype, but there are a lot of privacy things going on right now over there, so you may want to avoid that. Facebook and LinkedIn are both very mature. You can have great results there, but there’s a lot of competition, and you’re going to spend a lot of money compared to some of the other networks out there. Reddit is very interesting right now in that it’s kind of niche. It’s a little bit tougher than Facebook. There’s a lot of aggressive commenting and a lot of brands take a lot of abuse there. But the reality is, Reddit has become very attractive to all the AI large language models, because there’s so much rich content in there and discussion about what’s true and false, that Reddit is actually gaining a lot of momentum. So Reddit might be something to consider.
John Wall: Even though it’s not paid advertising, I throw Wikipedia into that bundle. Wikipedia has a lot of authority on the web, as far as the search engines, regarding it as quality content, and it is quality, it’s peer-reviewed, it’s constantly updated. So if you don’t know anything about Wikipedia, there are people who specialize in helping you figure out what you need to do so that you can get into Wikipedia, basically be remarkable enough, get enough articles written about you, prove that it’s important for you to be in there, and then you can take advantage of that. So that’s an alternative. Instead of spending your money directly, spend it indirectly, to do what needs to be done to get onto Wikipedia.
John Wall: We’ve got two upcoming other videos in this series on advertising: one covering search, and the other on offline ads, so be able to check those out. You can always talk to us in the MFN slack group or on the website if you have questions. Best of luck with your campaigns!
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