Practice English Speaking&Listening with:'s £236 Million Revenue-Earning Marketing Strategy (Digital Marketing Deep Dive)

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- The sign up process was pretty good.

Yes, they could improve the positioning

but the sign up process was pretty good

and it was great how they kind of tantalise people

by showing them the greyed out background

of what they would get.

Other than that, there are some really important lessons

about branding and about the audience that we go after

and how much we understand our customers.

One of the things that's come across in this campaign

and one of the dangers for a business,

particularly a business that's selling something

which is potentially a new concept to people,

is that there's a bit of a disconnect

between the customers and the business.

(rewind sound effect plays), project management software.

Yeah, I know it's not the sexiest thing in the world.

Do you know what is the sexiest thing in the world though?

(sound effect plays)

No, not that.


$6.8 billion valuation, $236 million in revenue

and 128,000 users.

That, my friends, is sexy to a ninja.

So, in this video, we are going to do

a digital marketing deep dive

on exactly how has grown.

How do they get customers?

What are they doing really well

with their digital marketing?

And, where can they take things to the next level?

So, if you're growing a business,

whether or not it's software,

you will find this video useful.

In particular because there are some

really important lessons around the key messages

and how you become a thought leader in your space.

Now, I know that term 'thought leader' is really overused,

so we're going to look at some practical examples

of things that Monday isn't doing

and things that they could be doing.

And we're going to talk about how this is relevant to you.

So, stay tuned. Let's go.

Okay. So, as always, with these digital marketing deep dives

we're going to break this into chunks.

The first thing that we're going to do is

look at the key messages and the website in conversion flow.

Then, we're going to look at how they're driving traffic

to the website.

In particular, across the search and social.

Then, finally, we're going to go through

some actionable steps.

These are the things that you can apply to your business

and the direct lessons that you can learn

from what Monday is doing well

and what they could be doing better.

So, firstly, to the website-mobile.

Okay. So, over on, we have their homepage!

Now, is project management software, basically.

I know that they would say: 'Yeah, it's not that simple.

We're a bit more than that.'

and there's a bit of an argument that's going on here

between branding and digital marketing

I would suggest based on some of the stuff

that we'll see here later.

We'll come back to that.

But the main headline that we're faced with,

when we first land on the page, is 'Work Without Limits.

Easily build, run and scale

your dream workflows on one platform.

What would you like to manage with Work OS?'

Okay. Time for an intervention here, peeps.

I know that this 'Work Without Limits' would have taken

a long time for people to come up.

It would have gone through various revisions.

It would have been bounced around.

It would have been focus grouped and all that stuff.

I'm just going to say it.

Work without limits sounds like a freaking nightmare.

If I'm project management focused,

if I'm operationally minded,

working without limits

I'm imagining Exposure Ninja. 100 people, no limits.

What on earth is happening?

That sounds horrific!

So, I have a bit of an issue with the main headline.

But, I have more of an issue with the fact that

that headline is not descriptive at all.

Easily, build, run and scale

your dream workflows on one platform.

What would you like to manage with Monday Work OS?

Work OS seems to be the term that they're trying to push.

This idea that you build your business

on an operating system.

And I get that.

The trouble is Work OS search volume is really low.

People just aren't searching for that.

It's not a phrase that has entered

most people's vocabulary yet.

Project management software, on the other hand, is.

So we have this big, kind of, argument between

whether we just say:

'Right, do you know what? We're project management software

but we've taken project management software

to the next level,

or the next generation of project management software.

I, we're referring to something that

people are familiar with and then,

we're saying that we're taking it to the next level.

Think about how people originally pitched the car.

The motor vehicle.

They didn't say: 'Hey, there's this car.

It's this entirely new concept where you put fuel in

and you propel yourself,

and it takes you to unknown horizons.'

No. What they said is 'this is a horseless carriage.

You understand what a carriage is.

Well, we've just taken away the horse.'

You're like: 'Okay. Got it. Understood.'

The trouble is they're trying to

sell a completely new concept

which is a very difficult thing to do.

Much easier to anchor people to something

they already understand

and then explain how you're different or better.

Now, you might be thinking:

'Yeah, but they're not just

project management software, Tim.

You're way oversimplifying it.'

The website team thinks its project management software

because you've got a project management page

with a page title of 'Project Management Software.'

You've got a comprehensive guide to project management

in 2021 on their blog.

And they've even got an article on their blog about

the best project management software for 2021.

How do I guess which one their editor picked?


What are the chances, ey?

What are the chances?

So, the digital marketing team thinks that

this is project management software.

My guess is the branding team says:

'Yeah, we don't want to pigeonhole ourselves.'

Now the challenge with that is

that when you go on the homepage of,

nowhere on that page does it say

project management software.

So, I'm coming onto this page looking for

project management software and I have a look,

and I don't find project management software ever.

In fact, I only get the term 'project management' twice

on this entire page.

Now, call me old-fashioned, but this is insanity.

We've throw the baby, and the bath, and the bathroom

out of the window.

This just doesn't make any sense.

Nail a flag in the ground saying

'we are the best project management software.

We've taken this thing to the next level.'

Don't just abandon it.

Now have some businesses achieved this goal

of selling the customer something absolutely brand new

rather than anchoring it to something they understand?

Yes. We've done a deep dive on Peloton.

And Peloton hasn't been targeting people that

want to buy an exercise hike until fairly recently.

They've seem themselves as an alternative

to boutique spin classes.

But they anchored themselves against boutique spin classes.

This is a spin class experience in your home.

So they've anchored themselves against something that

people understand.

So my first challenge to you is,

if you're selling people on a new concept,

make sure you have some kind of way of relating it back

to something that they already understand.

That makes it very easy for them to get

what you're about rather than trying to sell them

on some new concept like Work OS.

And, by the way, if you're in doubt check the search volume.

Here I am in SE Ranking.

Free trial at

And you can see that the search volume

for project management software is 22,000 a month.

Compare this to the search volume for Work OS,

which is only 1,600 a month,

and a whole bunch of those are people searching

for things that aren't Work OS at all.

They're related to iOS, not Work.

You're targeting a phrase that nobody knows

and nobody cares about.

(Tim crying)

It's the number one principle of SEO, right.

If you're going to target a phrase,

don't target a phrase that nobody understands

and nobody cares about.

Okay. Now I got that out of my system,

let's look at their sign up flow on their website.

Now, for any SAS business,

the sign up flow is absolutely crucial.

Let's think about Monday's business model.

Now we at Exposure Ninja are a potential customer


We use various pieces of software like this

and we have done over the years.

One of the great things about a business like this,

aside from the fact that it's a subscription business,

is that the switching costs are very high.

There's what's called a large pain of disconnect.

Imagine we get 100 ninjas on this.

We get all of the resources, all of our clients,

all the information, all our processors built into this.

We switch over from all our existing softwares into this.

That's a project that we probably allow six months for

and a huge amount of budget, time, training for.

That's going to make it very difficult

to switch out into another platform.

So we, or you, or other customers of this software,

are really valuable.

Particularly if there's a larger business

with a large number of seats

because the subscription costs can be quite significant.

So what they want to do is they want to make sure that

they are getting as many customers as possible.

The calls to action and the conversion rate

of this website is so important

because this defines how many customers they get.

They're going to have very high lifetime customer value.

And, presumably, a very high lifetime customer duration

as well.

So let's see how they're getting customers.

Now the main call to action on this page is get started.

We've got this twice

and then we've got it repeated further down the page,

as well, in white.

And we've got it sticking in the header at the top

that follows me.

Pretty good.

Although, get started, little bit high commitment.

What if I'm not ready?

I kind of need to feel

like I've assessed the different options

and I'm ready to go before I can get started.

Potentially I can switch this

with something like 'try it now' or 'try it free.'

Something which is much lower barrier to entry.

There is an automatic sign-up process that you go through

and you can actually try it free.

So that would be the thing that I would pitch.

We'll have a look at that flow in a minute.

But before we do,

I just need to remove one of the biggest thorns in my side.

My least favourite call to action in the world,

if you've been following the Exposure Ninja stuff

for any amount of time, you'll know this.

My least favourite call to action is contact sales.

Now, think about the image of 'contacting sales.'

What's gonna happen?

Picture that interaction.

Now it doesn't matter what you picture,

none of it is going to be good.

None of it is positive.

What's the perceived benefit of contacting sales?

Fricking zero. Less than zero.

Who wants to contact sales?

They're going to pitch me.

There's nothing there about finding out

if it's right for me, helping me through the decision,

talking to me about onboarding,

how do you help me make a choice,

how do you work with me.

Contact sales. Are you joking?


So bin that off.

That's going to be getting very, very low conversion rates.

We're basically relying on this get started

and someone being desperate enough to take the next step

that they're willing to suspend their disbelief,

suspend that ugh factor and actually contact sales.

It's just so gross.

Anyway, let's have a look at what the process is

once you click on get started.

So there's a lot that's smart about this page.

So, firstly, we've got the platform greyed out

in the background.

It makes me feel like the functionality is just there.

I just need to get through this pop-up quickly

and then I'll be in.

Which is a great thing to do

because it helps us to see the goal.

Right. If this was just a white page,

I'd just feel like I was just dumping my contact details in

and I didn't really know what was going to happen

on the back of it.

But this is giving me an indication

I'm going to be bale to play with something,

which is pretty cool.

So I'm now in a hurry to just dump in my information,

get this thing out of the way, so I can get started.

The next smart thing about this page is that

it's only asking for the email address.

It's not asking for name,

it's not asking for phone number and any of that gunk.

So I can just stick my email address in,

click continue and I'm done with it.

Or so I think.

Now there is going to be a next step

which is going to ask me for some more info.

But right now, I'm just thinking just get the info in,

click continue and off we go.

Of course, then it means they have my email address.

They can put me in every targeting list.

They can email if I ticked to opt in

or they don't mind GDPR.

Um, but they can re-target me.

They know that I'm interested.

They could do some outbound to Exposure Ninja

now that they'll have seen the work email address.

Another great thing

about this pop-up is the credibility triggers here.

So we've got these logos of businesses that

they've worked with.

They're all pretty big businesses so that

gives me confidence that this is a robust platform.

There could potentially be an objection there.

If I feel a little bit like

these businesses are way bigger than my business,

I might be thinking, well,

is this really set up for a company of my size?

But on the whole that's going to give some good credibility.

And then the next thing that we have is join

over 100,000 teams that manage their work better.

Okay. Again, credibility.

100,00 teams? Join them?

Now that's massive social proof.

Okay, so we go through this.

Then we get to get to the next step

which is going to ask us for our name,

a password and our account name.

Then, we agree.

And then we go through a process where it's asking us

what sort of business we are and what our role is

so it can set up an environment which, basically,

is optimised for that sort of person.

So it's a pretty decent sign up flow.

My main issue really is how it's positioned

on the website as get started.

Great. If you're enjoying this video,

please click like and hit subscribe.

We release a new video every week

and we do a lot of these

sort of digital marketing tear downs,

where we go behind the scenes of a rapid growth business

that is doing some great stuff,

also some not so great stuff,

and we help you draw the lessons that

you can apply to your business.

Also, don't forget,

if you need some help with your digital marketing,

then you can request a free website

and digital marketing review

here from the team at Exposure Ninja.

All you need to do is go to:

and click the big button.

We'll ask you a few questions about your business

and we'll then spend some time looking into your business,

your competitors, the digital marketing that you're doing

and the opportunities that you have available.

A bit like this review here for

We'll then put all of this info into a 15 minute video,

which we'll record just for you,

and we'll send it over to you by email,

usually within 2-3 working days.

It's killer!

Did I mention it's also totally free?

So go to

and request your free review today.

By the way, did you like the video

and subscribe to the channel yet?

Okay. Just checking.

All right.

Now let's have a look at the traffic that

they're driving to the website

and the main channels that they're using.

First up, we're going to look at search.

So here I am in SE Ranking,

and what we're looking at is the U.S. traffic.

So, same sort of pattern across all the territories

that they work in.

But, here, we're looking at U.S. traffic.

And what we can see is that this green line here

represents organic traffic

and the blue line represents paid search traffic.

From late 2017, PPC has always been

a bigger source of traffic to them

than organic search traffic.

This is pretty rare.

And this shows a business that

is investing ridiculously heavily in paid traffic.

We can see that it's estimating here

$1.5 million per month spent on PPC.

And that's actually down by 834,000.

So they have been spending a huge amount on PPC

and they still are.

To be generating more traffic from PPC than search,

for a business like this, is absolutely mental.

Now, there's two things here.

Firstly, I'd question the targeting of the paid traffic

which we'll have a look at in just a minute.

The second thing is this, for me,

shows a serious under performance with organic traffic.

With the amount that they're investing

in the paid traffic here,

I would be expecting this site to generate

significantly more organic traffic than they are.

There is so much opportunity here,

with the space that they're in

and the topical expertise that they have

that they should be generating significantly more traffic

than this through organic.

We'll talk about some of those things later.

First though, we're going to have a look at this PPC

because it is such a big focus of their digital marketing.

Now, if we have a look at the key words that

they're targeting with their paid traffic,

we see that this is a ridiculously competitive space.

We see that some of their biggest traffic driving key words

are actually their competitors.

Trello. Asana.

We've got Microsoft Projects.

We've got Buffer

We've got Procore.

And we've got Google Tasks.

Any time you see a business

where a significant proportion of their traffic

is coming from targeting competitor terms,

you know two things.

This is really competitive.

But also, they might not be that clear

on the phrases they need to be targeting

which are for people that don't yet have

a project management software home.

We'll come back to that.

First, let's take a look at these competitors.

Now, you can tell that this is a competitive space for PPC

because if I type Monday into google and I search,

I get the Monday ad.

Then I get a competitor ad from Asana saying:

What makes Asana better?

We then get switch to Hive for free.

So we've got all these competitors bidding,

not on the search,

but on the generic search for the word Monday

which is obviously a day of the week

so there's loads of potential intent around that.

This tells us that there is a lot of blood in the water

in this space.

These businesses are thrashing it out against each other.

It is a high stakes game

and people are trying to get market share,

almost at any cost.

Now I'm pleased to say that Monday is fighting back.

Here, we search for Asana

and we've got an ad from Monday,

saying is so much better.

So, they're being fairly aggressive,

at least in their ads.

Now, the key to making this strategy work

is to have really killer landing pages.

They're going to be spending a lot of money on this traffic.

So they need to make sure that,

when it comes through to the landing page, it converts.

This gives me an idea.

With Monday and Asana both targeting each other

in their landing page...

(crowd cheering)

Welcome, welcome, welcome

Ladies and Gentlemen

to the competitor landing page shoot out.

In the red corner, we have Asana.

(crowd cheering)

In the blue corner, we have

Round one

(bell dings)

Okay, Monday, you're up first.

So we've got our headline here

that says why teams choose over Asana.

Okay. That's fair enough.

There's a bit of social proof there,

as in teams choose us over them.

Fair enough.

The infinitely customizable platform

that scales with you as your team grows.

Hm, sounds all right.

Then we've got this little table here.

Always love a table.

Especially, when it shows the business

with all the green ticks

and the competitor with all the grey crosses.

Oh, that looks rubbish, you say.

And it's more expensive.

And it's got fewer templates.

What a pile of junk!

Then we've got some credibility logos.

Then we've got information about what does.

Okay, Asana. Over to you.

Well, Asana starts with a headline: Asana versus

Hm. Now that pretty much is what people search for.

They search for competitor one versus competitor two.

So it matches the intent.

It matches what people are searching for.

Then we got a sub headline.

See why millions of people choose Asana

to give their teams greater clarity, context

and ownership over their work.

By Joe! I believe we've got some great copy.

Now the thing I love about this copy is this word 'greater.'

Why millions of people - huge number, massive credibility

and social proof - choose Asana to give their teams

greater clarity, context and ownership over their work.

Greater than what?

Well, factually, it's going to be greater than nothing,

or greater than what they were doing before.

But because they've got this headline here,

it kind of gives you the impression that

millions of people choose Asana over Monday

because Asana gives them greater clarity, context

and ownership over their work.


I do like a bit of clever, fluffy ambiguity.

Then we've got an animation of the product above the fold,

which is really important in this kind of SAS business,

because this kind of user interface

is an important consideration

when people are deciding where to go.

We've got some sort of demonstration

of what the thing looks like

over on the landing page.

But it's only pictures and there's nothing above the fold.

Hm. Monday is a little bit on the ropes here, so far.

Let's see where this goes.

Then we've got trusted by the world's best teams.

We've got those logos.

Then we've got a headline which does not hold back:

You deserve a better way to manage your work.

Again, better than what?

Well, the implication is better than

So, even though they don't come out and say it,

they're implying it.

They further back up this implication with this table here,

which is basically a flip of the one on website.

This time positioning Asana as the all-giving hero

and Monday as the stingy loser.

We've then got why Asana offers more value for the price.

Now this is interesting

because this is a sale point of Monday over Asana.

They are cheaper.

It's cheaper per user.

Well, Asana is saying we offer more value.

So they're tackling that objection head on.

I like this.

Asana is built for everyone, not just spreadsheet users.

So the whole time they're sowing these little seeds of doubt

against their competitor

which I think is really, really smart.

Then they compare reviews.

Get more done with Asana.

So they are constantly comparing Asana against the rest,

or everyone, or whatever.

We don't really know.

But they're constantly comparing Asana

and finding Asana to win.

I like this aggressive approach.

It's much more aggressive than,

which doesn't really mention Asana

after that little comparison table just below the fold.

I think this is a much better approach to take.

Be aggressive. No holds barred.

In a competitive space like this

where there's blood in the water,

people are bidding on each other's brand names,

you've got to go for the jugular

and that's exactly what they've done here.

Good job, Asana!

Over to the judges.

What do you reckon?

Who wins that shootout?

Uh, the judges results are in.

Asana wins.


That's PPC.

Now before we move on from PPC,

let's have a look at some of the other phrases

that they're targeting with their ads.

I don't think they know exactly what they're doing here.

For example, targeting a phrase like 'to do list.'

That is such a broad and majority unqualified term.

I don't know why they would possibly think

that a decent percentage of people searching for to do list

are looking for project management software

to roll out to an entire team.

That just seems like too much of a stretch.

Now granted, I don't know their conversion rate numbers

but I would bet that they're going to be low.

This is why Google can afford a huge campus

in Silicon Valley

and to afford to give all of their teams lunch.

Because you've got companies like this

dumping cash into a black hole,

targeting terms like 'to do list.'

I think they need to get some clarity

on the phrases they want to target.

Optimise those landing pages.

Be a bit more aggressive with competitor pages.

And really get clear on the messages that

they need to tell people in order to get them to convert.

Feels to me like a customer understanding piece

as much as it is a strategic digital marketing piece.

All right. Let's talk about's SEO Strategy.

So, by now, I think it's probably fairly clear

that I, at least,

think they should be targeting the word

'project management software' pretty heavily.

Now they are ranking for the term

project management software

but the page that's ranking is a blog page.

Now there's two possible reasons for this.

Firstly, that Google has decided that

people searching for project management software

are looking for just information pages.

But the other possible reason is that hasn't added enough information

to their product pages or their homepage

about project management software to get them to rank.

Now if we go to their homepage,

we'll see it's a bit of an SEO disaster.

So we talked earlier about this 'Work Without Limits'

headline, the fact that

they're using work without limits in their page title.

For me, this is borderline criminal.

Given that is project management software,

yes it is project management software that does other things

but it is project management software,

how often do you think they use that term on this homepage?

They didn't use it anywhere.

It's like they're afraid of that word.

The project management page is buried

underneath the solutions menu underneath workflow.

They haven't even made it a priority page on the side.

When we get to this page,

we see it is targeting project management terms.

It's in the URL. It's in the page title.

We don't have project management software

in the main heading, which is a little bit weird.

I would just like to see them nail their flag

in the ground and go after project management software.

This is what people are searching for.

Now let's have a look at the keywords

that are driving traffic to them organically.

We've got Monday, which is a pretty tough term to rank for,

but they've gone and done it.

They built up enough brand recognition

and they've built up enough click view bait

that they can rank number one for Monday.

Then we've got integrations.

Really broad term.

Really going to be completely pointless for them

on the whole.

We've got marketplace.

Again, completely generic.

Total waste of time. Very low commercial intent.

Then we've got survey monkey a couple of times.

Then we've got Monday.

Then we've got task management.

So this is the first time that we get to a key word

that might have any commercial intent.

And even then, they're only ranking position three

and it's not massive search volume.

Go for project management

and project management softwares though.

This is the opportunity.

Like I said, we've got an informational page ranking

for this, we don't have commercial pages ranking

for any of their project management software terms.


The main focus of these site's pages,

in my opinion, should be project management software terms.

This is high commercial intent.

This is good search volume. Extremely relevant.

Okay. So what could they be doing for their content?

What are the other SEO opportunities on the site?

Well, to be honest, opportunities is all I'm seeing.

Here we've got a template section on their website.

Now, if you remember,

a while back we spoke to Kyle, from Proposify.

Proposify is a proposal software company

and they exploded their new customer acquisition,

when they got loads of pages ranking for proposal templates.

So, for example, if you type in marketing proposal template,

Proposify has a marketing proposal template.

You can go on the site.

You can sign up and then you can use it.

Great. Really good strategy

because someone who is searching for that thing

is in that moment of pain, they need a solution right?

Monday could do exactly the same

and they've kind of started to do exactly the same.

So here we have loads of templates on Monday's site

for different projects that you could use.

For example, we've got event planning.

We've got single project.

We've got A/B testing. We've got marketing budget planning.

And then we've got all these other categories

where they've got more templates, as well.

This could be a rankings goldmine.

Think about it.

If I'm searching for marketing budget planning

or how to plan a marketing budget,

they can have a page on their site which is all about that,

which includes the template through to

So you land on the page, it gives you a bit of info,

shows you how the template works,

has some video walk through.

Talks through what you need to do

with the template to make it work.

And then in the bottom it says uses the template now.

That, then, takes you through the free trial to get started

with so you can use

this new marketing plan template

which you've been reading about.


Instead we've got this.

They've thrown all of these templates

into a little brown paper bag

and chucked it in the corner of the room.

Makes my heart sad.

No information. No sales pitch for any of these.

No sales pitch for any of these.

Really weak. Useless.

Weak sales pitch. No positioning.

No email captcha unless I'm ready to sign up right now.

No indication of what's going to happen with the template.

Their strategy has been left to die.

(Tim wailing)

Before we move on from SEO content though,

I have to show you this page.

I wanted to show you this page

because what they've done is they've actually aggregated.

They've got all of the different project management software

that you could possibly want

and they've put them on one page.

Now when I say all, I'm not joking.

This is the longest page I have ever seen.

Look at the scroll bar as I'm scrolling down.

This page is so long

it makes Lord of the Rings look like a page title.

This page is so long my track pad has got bored.

Now, how useful is this to an actual person?

It is not. It's total garbage.

But it's not here for people.

It's here to just rank through project management software,

best project management software, whatever.

It's an interesting strategy.

Might be one to play with.

Okay. Onwards.

Let's talk about social.

All right. Now if I'm going to be honest,

if there's one black hole of a pot hole out there

for a company that sells quote, unquote 'boring' products,

like project management software, it's social media.

Can you imagine?

In a world where social media is full of soft porn

and dogs barking at each other through holes in fences

and marines coming home after 10 years to see their children

for the first time,

you know, project management software

is fodder for the boring police.

So,, if they're going to do well in social media,

they have to tread a really fine line.

But here's the thing.

For operationally minded people,

for people who like organisation,

actually project management

and organisation is really interesting.

For my wife...

My wife, for example, likes nothing more

than putting things in boxes.

She likes looking in a cupboard and seeing it full of boxes.

That's what she loves.

We've got operational people at Exposure Ninja

that love making order out of chaos.

I remember asking my accountant once,

after I'd just dumped a box of receipts on his desk,

how do you put up with this stuff?

How do you do this?

And he says: 'I like turning the chaos into order.'

For those people, and project management,

task management, team management,

is really, really cool.

So that's the opportunity with social.

Taking that essence and putting that on social media

and getting people excited about what could be a potentially

boring topic.

So let's see how they do it.

All right, so obviously we're thinking that

LinkedIn is going to be a big channel for them.

And it is probably one of their top priority channels

because, you know, here is where people are going to be

hanging out, talking about things

like project management software.

Sorry. Work OS.

And we can see they've got 67,000 followers,

so they've got a bit of engagement.

Let's have a look at what they're posting.

Well it's things like new features.

It's things like celebrating their team.

Um, it's things like their IPO,

which happened fairly recently.

It's this ebook thing, as well, that they've got.

And then we've got these kind of branding-type posts

which are all about celebrating order from chaos, I guess.

Celebrating effective team management.

This is okay,

but one of the things that you'll notice

if you scroll through the posts one their page is,

whilst they're getting likes

and whilst they're getting claps,

what they're not getting much of

is comments and conversation.

Now I think Monday have a huge opportunity here.

If we think about what Monday is really about,

it's about how to make a team perform.

It's about how to organise, motivate

and keep a team on track.

This is a really cool topic.

This is a great podcast. This is a great video.

This is an opportunity to interview people

who are big on teams.

Whether these are sportspeople,

whether these are people in's clients,

whether these are these marketing thought leaders,


This is an opportunity to get their opinion,

celebrate them and share some really useful,

interesting tips and advice.

Instead what we've got is stuff

which is self-congratulatory,

stuff that's kind of all about them

and not really about helping their target audience.

So I would love to see them shift their social media

to be more like let's make these pages a must-follow

for our target customer,

because we're helping our target customer

get closer to their goals.

At the moment, we don't have that.

So this is okay. It all looks really good.

All of the design across all their social are fantastic.

But the message and the engagement is much lower

than we might want to see

because they seem to be reluctant to move into

any sort of thought leadership at all.

Now this is also an opportunity for you.

How do you make your social channels must-follow

for your target customer?

Particularly if you're selling something

quote, unquote 'boring,' like project management software.

The more boring the thing is that you sell,

the more your competitors are more likely

to have just rolled over and given up on social media

which is fantastic.

If you're selling fitness clothing,

that's really competitive on social media.

If you're selling project management software,

that's nowhere near as competitive on social media.

So how do you get the edge?

And how do you share stuff

which actually means stuff to people?

All right.

Let's look at YouTube,

because if they're going for thought leadership,

YouTube will be a fantastic channel for them.

They got 42,000 subscribers which,

at the time of making this video,

is significantly more than Exposure Ninja.

We need to correct this. Please click subscribe.

Come on.

So let's have a look at the sort of videos

that they're posting.

What we see is that most of the videos

that they're posting which get views are adverts.

These are adverts which have been pummelling extensively.

Pummelling is the official industry term for

'they've had a lot of impressions. A lot of views.'

This one has had 108 million views.

74 million views.

67 million.

This is a very aggressive display strategy.

They are putting these as pre-roll ads on loads of videos.

But what about adding value?

What about actually providing things for people?

Well, elsewhere in the channel we've got tutorials,

we've got how to do different things on Monday.

But what we don't have is real, sort of, info and advice

on how to manage projects. How to coordinate things.

How to get stuff over the line.

How to work with teams.

And, again, that's the opportunity I see them having.

This is a huge thought leadership piece.

But again, it's all self-promotional.

It's all just pitching.

I'm a big fan of direct response

but you have to be adding value as well.

So here's the following I would like to see them test

on YouTube and across all their social.

Interesting, informational content

with some sort of expert sharing their advice,

driving people through to a template or a book

with an email captcha.

Once they go through that email captcha,

they then get a series of indoctrination emails

pitching them on using

For me, this would be a great way to get top funnel traffic

and funnel it down into commercial intent,

even if that person didn't know at the start of the funnel

that they needed a solution like

Okay, now Twitter is tough.

We can see that they've got an ebook here,

but it's not really got much engagement.

What's the pitch on the ebook?

Let's see how we could use this strategy.

This past year has been full of surprises for everyone.

Yeah, sure has.

But marketers especially have been thrown

more than a few curve balls.

We heard from - double space - marketing leaders about

the challenges they've faced and how they're staying nimble.

Download the free ebook.

Okay. Headline is what leading marketers

are focusing on in 2021.

(Tim grimaces)


(fingers tapping)

Uh... yeah.

So you're a potential customer for this.

You're a marketing leader.

On a scale of 1-10,

how interesting do you find that ebook topic?

Okay. From 0-10.


It's not great, is it?

Let's have a look at the landing page.

What are marketing leaders focusing on as we close out 2021.

Firstly, we're only halfway through 2021.

Secondly, wow. What a piece of work.

They've asked 200 marketing leaders

what their marketing strategies are,

what they're focusing on

and what their plans are for the next year.

This sounds great.

But what are they focusing on as we close out 2021

is the driest headline I've ever heard.

This could be awesome.

This is what we call a big idea.

A piece of pillar information

that you can use across all channels.

You can cut up into quotes,

which you can use on social media.

You can take those interviews and publish them

on YouTube, publish them on a podcast.

You can tag in the influencers,

the marketing leaders that have contributed those posts

on social so they re-share it with their audience.

This could be amazing.

And then you drive everyone through to this page

which you put behind an email captcha

so that people can download the full guide

and get really excited and even start informing

their strategy for 2021.

When we click on it though,

there's not even an email captcha.

Because no one is going to trade their email address

for something that is so poorly, flaccidly positioned.

So what we need here is we need a much more compelling pitch

for this book.

We need to get a sense of the information

that we're going to get from it.

Then we need to put it behind an email captcha.

This would be so much more compelling.

This is actually the making of a B to B influencer strategy.

The holy grail.

None of their competitors are going to be doing

stuff like this.

It's a really cool idea but it's been so poorly implemented

and mentioned once on Twitter with no engagement

and then nothing for the next week.

Well, they could do cut-ups. They could take out quotables.

They could take little images

and post them across all their different channels.

This is high value, engaging, interesting stuff,

they're just not doing it.

And again. Bounce back to you.

What could you do like this?

How could you collect thought leaders in your space?

Collect them. Have them build one resource with you

and the cut up that.

Use that as a big idea to use

across your different channels.

You could post that on your social.

You could post it on YouTube.

You can make a podcast.

You could send it to your email subscribers.

You could take out different lessons and commonalities,

and post about them on your blog.

This is fodder for content.

Only if you use it though.

Let's look at Instagram.

A little bit cool because this is never going to be a space

that they're gonna smash.

Project management software - sorry.

Work OS is never going to be something

that has 150 million followers

and is being featured by Kylie Jenner.

That ain't going to happen.

So all we're really looking for is

we're looking for engaging stuff, which is interesting.

Basically we're in a holding pattern here

to try and not be boring.

Now they've kind of done this.

The posts all look nice. That's great.

Not getting a huge amount of engagement

but they're not terrible.

But again, by using that influencer strategy

they could be featuring the influencers,

getting influencers to share their stuff.

By the way, I'm talking about an influencer

like one of the marketing managers for Union Leader.

So this isn't like Kylie Jenner.

This isn't like Sidemen.

But they are influencers to a certain audience

and that audience is going to be potential Monday customers.

So, use it.

Facebook. The only thing I'm going to even say about

their Facebook organic is that

they've got 350,000 followers

and they've basically given up posting.

There's one or two posts a month, that's it.

This is an absolute travesty.

They could be posting memes.

They could sell this page, at least it would do something.

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Okay. So what lessons can we take and apply from

Well firstly, their sign-up process was pretty good.

Yes, they could improve the positioning,

but the sign-up process was pretty good

and it was great how they, kind of, tantalised people

by showing them the greyed out background

of what they would get.

Other than that, there are some really important lessons

about branding and about the audience we go after,

and how much we understand our customers.

So I know we've made a bit of fun of this Work OS thing

versus the project management software.

And the phrasing might not be right.

They might have some big reason for doing it.

But for me, one of the things

that's come across in this campaign

and one of the dangers for a business,

particularly a business that's selling something

which is potentially a new concept to people,

is that there is a bit of a disconnect

between the customers and the business.

The business spends so long at branding discussions

and thinking about USPs and all this type of stuff

that they don't actually talk to the customers.

Now we saw in the Schule digital marketing deep dive

that Schule actually has a forum on their website

where all their customers are talking.

This is a fantastic way to understand what people are saying

and to get in that conversation.

I feel like is lacking this a bit.

Someone in Monday will be talking to customers all day long,

probably the sales team that we are supposed to 'contact'

from the homepage.

But that sales expertise, that knowledge,

isn't being fed back to marketing.

It's not making it's way through in really clear messages

on the website.

So for me, that's a big opportunity.

And that's a big opportunity for a lot of businesses.

Just making sure that you're really in tune

with your customers,

you're talking the same language as them.

Then we've got this thing about project management software.

Again, I've kind of played on it.

I've pressed the nerve a little bit about it.

But there's an important principle here

which is to understand the phrases that

your customers are already talking about.

Even if they're wrong,

even if they're searching for something that's wrong

and it's not really what you're offering.

You can get there. You can get in that conversation.

You can rank for those terms

and then you can do the switch

and then you can bring them over to your way of thinking.

But in order to be able to do that you need to be ranking,

you need to be targeting those terms,

not just talking about your own language

and hoping that people start searching for that.

Because that's a very, very long and expensive game to play.

The next lesson we can take from this

is the absence of big ideas.

And by big ideas, I mean something like this ebook,

but that is segmented and used

across all their different channels

in a more strategic and a more integrated way.

You can use the concept of big ideas for your business.

So what's the information piece?

What's the piece of work that you can put together

which will then give you content for your social channels,

for your email, for your website, for YouTube

or for a podcast or whatever.

How can you collect that information?

How can you, for example, run a yearly survey

of project managers to find out

what their top priorities are

and what their paying points are.

Then you can share all that data across all your socials.

You can tag the people that have been involved.

You can ask people for their feedback and their thoughts.

Something like this can be really useful

and it can establish a business as a thought leader.

But you've got to be willing to step up.

You've got to be willing to put your head above the parapet

and put this info together and say: do you know what?

We are going to aggregate our industry's information

and be the ones to champion this cause.

And the trouble with their ebook is

they didn't position it in a way

that's really compelling for people.

And then they just promoted it

with a couple of posts on social.

But they haven't taken any cut-ups.

They haven't tagged the influencers

that have contributed to it.

So it's not really done anything for them

compared to its potential.

And that's the final opportunity for Monday,

and for your business as well.

Whatever you're in,

however boring the thing is that you're selling,

the opportunity is to make your customers irrelevant

by establishing yourself as a thought leader.

By being the one who's championing and sharing the value

and information through your channels,

rather than just pitching the whole time,

you can become the must follow business in your space.

This means that you cast a really wide net

at the top of the funnel

which means you get more people coming down to purchase

at the bottom of your funnel.

But you need to put time and energy into this.

For a business like Monday,

they're spending millions of dollars a month

in relatively poorly targeted PPC.

I'd like to see them divert some of that budget

towards this thought leadership

because I really think that it would pay off.

For your business, this might be something

that you have to lead or it might be something

that you work with a company like Exposure Ninja to lead.

But it's a really powerful strategy

and it's where digital marketing is going.

More and more we want to follow businesses

that we care about, that share useful information with us,

that don't just pitch us the whole time.

So I hope you found

this digital marketing deep dive useful.

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The Description of's £236 Million Revenue-Earning Marketing Strategy (Digital Marketing Deep Dive)