4 Reasons People Can't Stop Talking About Drift (They Aren't Paying Me to Say This)

ABOUT THIS EPISODE

So I've been talking about a particular company behind their back a lot lately and decided I would I would just go public with it and and talk about them to everyone instead of just talking behind their back all the time. That company is drift and I am absolutely in love with what they're doing. I was talking about them with another bedb marketer earlier today, actually on bb growth, and we were just talking about how how they are just doing the be to be marketing thing right. They are nailing so many, so many things that it's almost it was almost hard coming up with just for things to talk about in this post, but I've been talking about them so much that I can't I can't not talk about this. I'm like busting at the seams to boil down the four reasons why every bedb marketer is talking about drift and why they should be talking about drift. Honestly, what they're doing is incredibly impressive. I've been doing these beb growth dinners and it seems like in every conversation they come up in some way, shape or form, and so so, without further ado, these are the four reasons every bedb marketer is rightfully talking about drift. The first point is they are taking their content to a higher level and you know, I've heard Gary v talk about this. Actually that the reason, the reason he stays away from doing how to, you know, how to type videos and how to do a facebook add on a white board like you see so many, so many marketing consultants doing. I think there's a I think there's a time and place for that content, but honestly it's that there's just too much of it out there. You don't have to you don't have to Google, you know, for two seconds before you can find...

...and an article. You're seventeen million articles on how to run a facebook ad or how to do whatever the specific thing is. ABM is super hopper hot right now for for be tob marketers. But I did a post today on Linkedin that I thought was incredibly insightful into three specific things that you need to do to get started with a ABM, three things you need to look at, and it was one of the least engaged posts that I've ever written on Linkedin, despite being, in my opinion, one of the most helpful episodes of ever recorded. It was an interview that I did with a guy named Jj Cardwell, from a company called everstring. But talking about those granular things, it just doesn't it doesn't resonate with people on a deep level. And what drift Tis done with our podcast seeking wisdom. You know, they've they've got a veteran entrepreneur who has started and sold multiple companies. I know one for sure, but I'm fairly certain he's sold multiple companies, and David cancel. And then you have this young gun, Dave Gearhart, talking about life and how to win it life and and core business principles. And it first it was a you know, it's a little interesting to me because they're they're not talking about things that nobody has ever heard. I mean they're talking about some of the classic business books. They're talking about, you know, things that that you and I have all heard, but it's much higher level. They're not they're not doing a podcast about conversational marketing, which is what their podcast is about. And so many companies fallen that trap of creating content in this very narrow vacuum that is, you know, their their market. And...

...you know, I'm not a I'm not an expert by any means. I could be totally wrong on this, but I just think because they're podcast is is, you know, seeking wisdom and it in its name, you know, alone, you're not expecting to get, you know, marketing hacks. They talked about those occasionally, but they're talking about deep rooted things, i. Us, the importance of relationship building, the importance of hard work and perseverance and patience and and as I think about that and why so many people are attracted to that show, it reminds me of why so many people are attracted to Gary V, because Gary V is talking about those higher level things. He's not talking about how to run your facebook ads. He's talking about why you have to ignore the things you're that your mom is telling you. or He's saying hard things that are that are fundamentally going to change your life if you really take them to heart, because it changes your mindset. And and so when you put out content that helps change people's mindset, as opposed to the super tactical stuff, I think it just resonates deeper with people and and you can see that in, you know, in the type of content that goes viral. The stuff that goes viral is either really funny or super inspirational and motivational, and I think that inspirational, motivational stuff goes nuts on social because ultimately it's it's taking a crack at changing your mindset. And so with seeking wisdom, they're putting out content every single week. They're consistent, which I think is another thing that I could go off on another tangent about the importance of being consistent and how few brands actually do it. But I think taking their content to that higher level is a huge reason why people are resonating with them so deeply. And the second, the second thing I want...

...to talk about, the second reason I think every bedb marketer is is talking about drift is that they're building personal brands within their organization. So I see Dave Gearhart, I see Dave cancel in my linkedin feed just about every single day and these dudes are busy. Like I think I'm busy, I can't imagine how busy these guys are, and they're making time to show up on social and whether it's a thoughtful quote or a video of their next product launch, they're showing up on social and because of that I'm seeing their face over and over and over again. They're building personal brand and you know, they this thing that you know, I think is I think it's time. I think it's talked about a lot and I hesitate to bring it up here because it's it. I'm not I'm by no means the only person to say this, but they are, they're authentic and and is Cliche, is that word is? These guys are themselves. You see that in the podcast. You see that in the content they put out on social. They are very clearly showing off their personality in the content that they put out, be it on the podcast, be it in videos that they're putting out there, being in text only post that I'm seeing on Linkedin, you are seeing their personality shine through and and because and because they are, they are guys that you would want to hang out with afterwork. Naturally they're people that you want to hang out with online because they just seem like really fun dudes and they're not afraid to show that off. Now there may be other people in the company that have personal brands, maybe in customer success or on the tech side of their business, that I'm just not aware of the because I'm I don't follow those folks on social so I may be ignoring a couple folks. I see DG...

...and DC in my feed because they happen to be the guys on my radar, but I think because they have prioritized personal brand. When you connect to the human behind the brand, naturally you're going to talk about the brand. And so, because I like Dave Gearhart, because I like Dave cancel, I feel like I know them, even though I've only had very limited conversations with both of them via email, I I feel like I would actually want to hang out with them, and so they I think that idea of prioritizing personal brand is any enormous reason why we can't stop talking about them. This third thing that I want to talk about arguably should have been the first thing I talked about, because I really do think this is this is a this is something that all of us as marketers, have the ability to do. We just don't do it, and it's this. They are straight up creative, which is sadly not the truth for most be to be marketing teams. And you look at the way, you know the way that they're executing that creativity. You know they're they're hosting workouts at conferences instead of just hosting a booth like every other brand they're hosting workouts and they're giving away tshirts and talking about it on social that's fun. Who doesn't want to be a part of something like that? They're doing the drift road show. They're going to different cities and hosting these meetups and and they're taking this online community that they've built with people that have been loving their content online and they're putting face to face connection to it. You see, you know, them doing their having their entire company do a linkedin video to support a product launch. I mean,...

...they never stop being creative. There's a guy named Patrick Bet David that I've been following for a few months now. He talks about this idea of innovative campaigns and how if you are not coming up with an innovative campaign at least every quarter in your business, then your stagnant, you're not moving forward. And and when I trace back the big spikes of revenue that we've seen in our own business, it's all been tied to creative campaigns that we've that we've pushed out. Be At the Gary v You want to be series that we did or the ten for ten campaign that we did last year where we offered to do a ten episode series for companies and if they didn't get at least three perspective customers as a guest on their show, we refunded all their money back. Doing things outside the box, be it with your offer or with your your content that you're putting out on social doing things creatively is a part of drifts culture. They do it so often that it's just it's just their brand. You just expect drift to do something creative what seems like every week, and it's baked into the fiber of their culture in the fact that they launch a new product every single month. And so we're most companies wait until their annual conference to release a big you know, a release a big product once a year. Drift is doing it every single month, which I think plays to the argument that I've been making a lot lately that volume wins. Volume wins because you're you're giving yourself more at bats to be talked about. If you're waiting for your annual conference to release one product for the year, you get on shot, but these guys are lunching a new product every single month and because of that, every single month there's reason to talk about them because they're coming up with something, you know, really creative. They're not.

They're not announcing the the product launch in the same way every single month and if they are, they're doing something new. So they're doing the old stuff plus new stuff, and so it's just this fury of activity. Their videos aren't highly produced. Dave gearhart did a video today that I saw and some guy was I go you know, you had lights in the video. Why didn't you just turn the lights on you? There's so many things that could have made this video better, just because that's not what their brand is. Their brand is authentic and real and raw and genuine and their brand isn't overproduced and hype and, you know, wait for perfection to put out content. They're just real authentic people putting out real authentic content and they don't get tripped up in so many of the details that I think trip up so many other BB brands. And because they don't get tripped up in that, they are able to put out a prolific amount of content. And because they're able to put out so much content, we see them over and over and over again. Now if they were putting out crappy stuff that had no substance, we would ignore them. They would become noise and they would just be another annoying brand that we couldn't get out of our feed or we would mute them from our feet or unfollow them. But because there's true substance, it doesn't need to be packaged in this pretty and of fancy lights. And you know, I usually don't watch any linkedin videos that don't have captions on them, but I end up watching Dave gearhart's videos because I know there's could be something super creative or insightful in that video. So I watch it, even though I don't watch any linkedin videos, because he's proven over and over and over again that their substance in his content. So I'm hammering home this this point of the the creativity. They're always coming up with innovative campaigns, are always thinking outside the box and I think that we, as be to be marketers, can apply that same creativity to what we're doing. Stop Stop putting ourselves...

...inside this fince of doing what everybody else is doing and just think differently about it. And that that could start with you getting with your creative team tomorrow and saying hey, we like let's let's think about how we can release this new product differently. What's something we've never done before? What's something that nobody in our industry has ever done before? And Lean on your team to just brainstorm creative ideas. I don't know that that's drift process, but it's something that I've done with with several different teams, and it always produces ideas that I would have never come up with on my own. But when you create an environment of allowing creative ideas to surface, inevitably they will surface. We just have to create that time and space to actually let those ideas come out and then we go execute on them. But if there's substance to your product, if what your if what you've if what you're bringing to market is quality and it actually helps people in it drives results, then think of creative ways to package it, think of creative ways to push it out in a real and authentic way, and I guarantee people will be talking about you like they talk about drift, because that stuff resonates with people. Creativity resonates with people. Be Different, standout this for thing. The in the last thing I'll talk about why everybodybe marketer, can't stop talking about drift. Their product is insanely sticky and super easy to use. I was able to get up and running with drift in less than thirty minutes. I don't pay a dime for drift. I use their free product, so I'm missing out on a whole host of features, but it actually drives results. I'm having conversations with perspective customers every day on our website that I wasn't having before because I was waiting on them to fill out a contact form. I'm no longer waiting on them to fill out of contact form. I've made it a whole lot easier for...

...them to reach out and talk to me and because of that, I talk about their product. Their product actually drives results, and you know that's that. That's not something that you know that a lot of products can say with a whole lot of confidence, unfortunately, but there are a lot of products that do drive results. Maybe they're maybe they're it's a little bit toughed on board, maybe you're selling to the enterprise, maybe it's a complex implementation. You know, maybe you maybe you don't have that going for you and you're a product or your service, but I can tell you that one of the reasons I end up talking about drift everywhere I go is because I'm actually getting value from their product. But I was consuming their content and their brand was on my radar for years before I ever installed drift, and I think that is extremely telling that I am now a user of drift. I will likely become a paid user of drift in the next few months. I'm I'm a massive advocate for them. I talk about them often and I didn't even use their product for two years. I was just witnessing from a far. That is the power of brand and the reason why being consistent and showing up every single day and being creative and putting out substance with your content stuff that helps change people's mindset. It moves the needle for people. All that stuff matters because people that are not ready to buy today will be ready to buy a year from now, six months from now, two years from now. You hear it over and over and over again again. I feel like a broken record saying this stuff, but there are reasons why drift is winning and I think we can learn from it. So the first one, they go high they go higher level with their content. They don't just talk about, you...

...know, for ways to win with conversational marketing. They're talking about foundational truths that help change people's mindset. Number two, they're building personal brands. I see DG and DC everywhere. Number three, they are insanely creative. Tap into your own creativity, tap into your team's creativity, figure out how you can do things differently, because that's what drift is doing and they're winning because of it. And the fourth one. Their product is insanely sticky, super easy to use. That gets results, so people talk about it. Hope this is helpful. Thank you so much for listening. Subscribe. Subscribe to my other podcast called the CROC pot if you're interested in following along my personal journey. More of my personal journey, check out it. Let's connect on Linkedin. If we're not already connected on Linkedin and if you just want to chat, you can head to Sweetish Mediacom and chat with me through our through drift, or you can shoot me an email. James and Sweetish Mediacom. Thank you so much.

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