Louis Grenier is the host of the podcast 'Everyone Hates Marketers', as well as a Content Lead at Hotjar. In our podcast, he talks about how to prioritize your marketing channels and recalls the biggest A-Ha moment on his show.
Positioning himself as a No-Fluff Marketer, Louis Grenier is the host of ‘Everyone Hates Marketers’ — a ‘no-fluff, actionable marketing podcast for people sick of shady, in-your-face marketing’. Additionally, Louis works as a Content Lead at Hotjar and has a new show about succeeding in business & life by putting people first.
Louis was always fascinated by the ability to reach an unlimited amount of people within seconds and by the touch of a button. His fascination never faded and he still believes today that the Internet is the missing link between our Brain and the Universe.
Prioritizing and Choosing the Channels That Are Best to Use
People who do marketing need to pick the right marketing channels for them. People who build websites and do marketing need to be even more meticulous. We asked Louis for his advice on how to choose and prioritize the marketing channels that are best to use:
“It starts with customers, once again. If you don’t have customers, I can tell you how to do it as well. You need to start with understanding where your people are hanging out on in the first place? Right? The reason why so many people tell you that you need to be on Google is because the vast, vast, vast majority of people search stuff online every single day. Even if you didn’t know that Google existed, if you just do a customer research and look at five of your customers in their day-to-day, you will see that they search on Google. You know and you spot that trend.
The first thing you need to worry about is where are they hanging out? Right? If you’re a small business or if you are not even a marketer and just selling stuff online or whatever it is, understanding where they hang out, what channel do they use and don’t use is the first thing I would do.
Then, for the channel in particular, once you know where they hang out, you need to cross-reference that with what you’re good at. For example, I’m not that good at writing stuff. However, I think I’m better at interviewing people or doing audio or live action video and that kind of content that is working right now. Even if I know that people read articles and whatnot, but I also know that they listen to podcast, I might prioritize podcasting more because that fits me as well.
Then, the third point is, and I’m glad you’re asking this question, prioritization and knowing what to do and what not to do is probably, after understanding people, the most important thing you need to do ever. Marketers are very good at selling you this new, shiny stuff. They are very good at telling you that this new technology is the best. You need to really have a very, very narrow focus to generate results. If you choose podcasting because it makes sense, because your people listen to podcasts a lot and because you’re comfortable with that kind of content, then you need to say, “This is what we are going to do. Therefore, we are not going to be on YouTube. We are not going to write blog posts. We are not going to do X, Y and Z.”
You stick to that for at least six months, 12 months sometimes, right? Obviously you should start seeing results gradually. Unless you pick your battles and say no to the rest, and be comfortable with this idea, it’s going to be extremely difficult to generate a result. You’re going to move from one thing to another without making an impact.”
First Give Them What They Want, Then Educate Them
While discussing the different channels of marketing, we were interested to know Louis’ opinion on an ongoing dilemma: What should we focus on first — generating traffic or should you focus on the clients’ needs? how do you balance that kind of dilemma where you know what they want?
“It’s excellent question again, because it goes back to psychology and to why people think that. They have a problem that they suffer from. They might not share it openly, and they’re already thinking of the solution. Right? The way that I like to talk about it is using the world of drugs, the gateway drug idea. It’s like you cannot really change people’s mind by telling them you’re wrong. You need to do this instead. That’s not going to work. Instead, it’s going to be the opposite actually. People are going to even more… They’re going to be even more entrenched in their own position instead of opening their minds. Instead what you need to do is give them what want, and then give them what they need.
You start with giving them what they want, what they think they want. You quickly then start to say, to challenge your thinking after that. Again, it goes back to psychology. It’s just you cannot change people’s mind like this by just saying, ‘You’re wrong and this is why.’ If people are searching for… They want more traffic and this is what they are looking for. Instead, you know that they need better strategy in the first place, it’s probably a good idea to give them a tool or something like that to help them, to get them more traffic and already start introducing them to the idea that it might not be the final thing they need. Once they get to this step, step two is actually to understand their customers and build a better strategy.”
The A-ha Moment
Louis has done a lot of interviews with key people from the marketing industry. But was there an interview that gave him an ‘a-ha moment’?
“Yeah. I contacted Seth Godin and I didn’t even think he would say yes to being interviewed. I don’t even think I heard him on podcasts before. Seth Godin wrote a few books like Purple Cow or Permission Marketing, he’s a thought leader in the space. You might agree or disagree with his approach. He’s not very practical or tactical. He’s more like selling you the core ideas, and then you need to get it done and figure it out yourself. At least, he gives you the core ideas. Yeah, his interview was, I think, the best I’ve done. I was surprised that he would say yes to it.
Then, sometimes you interview people and it’s difficult to get anything out of them. You don’t really feel the connection, the vibe. You’re like, “Come on, a bit more energy.” He had so much energy and he knew exactly what to say before I even ended my question. He was just, straightaway, he knew exactly what to say. That was very impressive to talk to someone who knew so much. That really changed my podcast then, Everyone Hates Marketers. People started to take it way more seriously after that. I could see the difference, the before and after.”