Timothy Davis: belief

Transcript context

…I know that importing incorrect data can cause all kinds of pain for your customers and quickly lose their trust. Christina, thank you for joining us. And if you want to learn more, head on over to oneschema.co. That's oneschema. co. Is performance marketing just something every company should be doing or is there certain business models where it's like, "No, you're probably going to grow through other channels mostly like SEO or sales or word of mouth. Hot take. I would say, paid is for everyone. If you look at the way each platform is doing, Google introducing AI, plus with paid taking up the first four spots, you have to scroll pretty far down to get to an organic listing. Meta, it's almost a pay for play now. You have to do promoted posts for people to even see your content. I would say it does depend on the industry you're in. If you're say, leaning heavily into influencer marketing, that is still a paid component. You may not be doing Meta ads, you may not be doing paid search, but that is a paid component. But I would say at baseline, everyone should be doing paid search. The way I usually explain it to people is paid search is user driven. You have to type in a relevant keyword for your ad to show. Anything else is more disruptive media. You're on Meta and you're looking at pictures of babies and cats, and then all of a sudden, you see an ad for Shopify. You're watching a YouTube video, maybe a YouTube podcast, and then in between, you get advertisements maybe for Shopify, maybe for Pinterest, maybe for Eventbrite. So all of that being disruptive media may not make a whole lot of sense for where you are as a business, but I would say paid search being user-driven, having to type in a relevant keyword for your ad to show, should pretty much be for just about everybody. Everyone should do it. Super interesting. There's also the most companies grow through one growth engine primarily, say word of mouth, or SEO, or sales or paid. So for some companies, paid will be most of how they grow like say, I always think of Booking.com and Credit Karma and just like most of their growth came from paid growth online, paid growth. For some companies, it's just like a layer, a small 10, 20% of their growth. What are signs that you have the potential for paid/performance marketing to be most of your growth, like say 70, 80%?…

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