{"id":11648,"date":"2026-11-01T23:29:36","date_gmt":"2026-11-02T06:29:36","guid":{"rendered":"https:\/\/sparktoro.com\/blog\/?p=11648"},"modified":"2026-11-01T23:29:36","modified_gmt":"2026-11-02T06:29:36","slug":"20-zero-click-marketing-questions-everyones-asking","status":"publish","type":"post","link":"https:\/\/sparktoro.com\/blog\/20-zero-click-marketing-questions-everyones-asking\/","title":{"rendered":"20 Zero Click Marketing Questions Everyone&#8217;s Asking"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Huzzah! <a href=\"https:\/\/zeroclickmarketing.co\/book\" target=\"_blank\" rel=\"noreferrer noopener\">Zero Click Marketing<\/a> is finally live. After two years of pain, sweat, and countless edits, the book Amanda and I have been writing to help marketers survive and thrive in the new era of digital marketing is finally here. You can buy the hardcover, ebook, audiobook, or Kindle version on:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.damngravity.com\/products\/zero-click-marketing\">Damn Gravity&#8217;s website<\/a> (our publisher, and the place with the lowest fees if you&#8217;re in the US)<\/li>\n\n\n\n<li><a href=\"https:\/\/bookshop.org\/p\/books\/zero-click-marketing-amanda-natividad\/1c7798256d5dec7f\">Bookshop.org<\/a> (because supporting indie bookstores is awesome, and Amazon, let&#8217;s face it, is not the most noble of businesses)<\/li>\n\n\n\n<li><a href=\"https:\/\/www.barnesandnoble.com\/w\/zero-click-marketing-amanda-natividad\/1151321168?ean=9781962339315\">Barnes &amp; Noble<\/a> (they&#8217;re back baby!)<\/li>\n\n\n\n<li><a href=\"https:\/\/www.waterstones.com\/book\/zero-click-marketing\/amanda-natividad\/fishkin\/9781962339315\">Waterstones<\/a> (for our UK friends; looks like hardcover is coming soon)<\/li>\n\n\n\n<li><a href=\"https:\/\/www.indigo.ca\/products\/zero-click-marketing-1?variant=47303593165010\">Indigo<\/a> (for our Canadian friends)<\/li>\n\n\n\n<li><a href=\"https:\/\/www.amazon.com\/Zero-Click-Marketing-Customers-Traffic-Starved\/dp\/1962339319\/\">Amazon<\/a> (where the majority of books are still sold, and let&#8217;s be real, the Kindle is pretty good)<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">To celebrate the launch, we held an &#8220;Ask Us Anything!&#8221; webinar that garnered WAY, way more questions than we could tackle in 45 minutes. So, our publisher kindly sent us a list of all those unanswered questions, which I&#8217;ve filtered for dupes and listed below, with our answers, so anyone can benefit (even if you didn&#8217;t attend and have no plans to buy the book).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let&#8217;s get to it!<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/zeroclickmarketing.co\/book\" target=\"_blank\" rel=\" noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2026\/11\/ZERO-CLICK-MARKETING-AMA-1024x576.png\" alt=\"\" class=\"wp-image-11671\" srcset=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2026\/11\/ZERO-CLICK-MARKETING-AMA-1024x576.png 1024w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2026\/11\/ZERO-CLICK-MARKETING-AMA-300x169.png 300w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2026\/11\/ZERO-CLICK-MARKETING-AMA-768x432.png 768w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2026\/11\/ZERO-CLICK-MARKETING-AMA-1536x864.png 1536w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2026\/11\/ZERO-CLICK-MARKETING-AMA-2048x1152.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Tier 1: Questions We Got SO SO MANY TIMES<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>How do I sell zero-click marketing to executives and a CFO who equate success with traffic, clicks and 1:1 attribution, and how do I translate it into ROI?<\/strong>\n<ul class=\"wp-block-list\">\n<li>The best ways we&#8217;ve found are A) show them that the competition is already doing it (e.g. send them a bunch of examples of your competitors having success with social engagement, instant answers in search, recommendations in AI, and endorsements from notable newsletters &amp; publications) and\/or B) walk them through the first few chapters of Zero Click Marketing (if you can get them to read it, great; if not, we&#8217;ve <a href=\"https:\/\/www.youtube.com\/watch?v=xO_V-7IjkOE\">got a 35-miute video and slide deck here<\/a>)<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>What KPIs should we report to defend the budget when clicks are disappearing?<\/strong> <strong>Are Landing Page Views now the most important measure of website influence?<\/strong>\n<ul class=\"wp-block-list\">\n<li>The correct answer to every marketing question is&#8230; &#8220;It depends!&#8221; and this is no different. The KPIs you pick should map to the channels you invest in. If you&#8217;re doing lots of Instagram and TikTok, impressions, views, engagements, and follows should be part of your top-of-funnel metrics. If you run heavy PR campaigns on podcasts, YouTube videos, and niche publications, you can usually get views\/listens at the top of funnel. The middle of funnel metrics look similar to the old traffic-based ones: branded search volume from Google Search Console, direct visits to your homepage or key product pages, and impressions of your brand from AI assistants (once they start releasing these metrics). And if you&#8217;re looking for ways to gauge the quality of your content\/marketing efforts, <a href=\"https:\/\/sparktoro.com\/blog\/your-new-kpis-to-gauge-content-quality\/\" target=\"_blank\" rel=\"noreferrer noopener\">Amanda offered several suggestions here<\/a>. <\/li>\n\n\n\n<li>Landing page views might be useful as part of what you measure at the bottom of funnel and through to conversion, but don&#8217;t get overly focused on any one metric (except actual sales). The era of Zero Click Marketing means that a lot of companies are seeing lower traffic, but commensurately higher conversion rates (because all the research people used to do on your site is now happening natively inside the platforms).<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Is organic reach dead on LinkedIn and Instagram? Is it pay-to-play now?<\/strong>\n<ul class=\"wp-block-list\">\n<li>No, not at all. Both still have immense organic reach potential. And neither have gotten particularly denser with ads in the last few years. Believe it or not, the ad:organic ratio in most social feeds is pretty similar in 2026 to what it was in 2022.<\/li>\n\n\n\n<li>The frustrating part is that the competition is WAY FIERCER. In 2016, you could post to LinkedIn with a blurry photo of yourself at a conference, a caption that said &#8220;who else loved event XYZ?&#8221; and reach a healthy percent of your followers (20%, even 30%+). Today, the very best, most engaging, compelling posts put up by the top influencers on LinkedIn might reach 10% of their audience, maybe 15% at a stretch. There&#8217;s just too much LinkedIn could put in your feed, so 1% or 2% reach is quite common and not bad. Most of Rand&#8217;s posts have between 10K-20K impressions (or 5-10% of his LinkedIn followers), and he&#8217;s supposedly in the top 5% of all accounts. As for Amanda, her posts&#8217; performance ranges anywhere from 2K-30K, and the median post garners just over 6K impressions.<\/li>\n\n\n\n<li>Instagram&#8217;s even more aggressively difficult. If you&#8217;re not an absolute algorithmic beast with perfect timing, amazing hooks, incredible editing, emotionally-triggering content &#8212; all that jazz &#8212; you&#8217;re out of luck.<\/li>\n\n\n\n<li>Does pay-to-play work? Kinda, sorta, but honestly the best ROI you&#8217;ll get from it is if you&#8217;re creating content compelling enough to get in the top tier of organic engagement. We wouldn&#8217;t recommend investing in paid (most of the time, at least) until you&#8217;ve figured out how to do organic social well. The exceptions are for products\/services that are super-compelling and made for social audiences (e.g. fashion, vacation travel, Halloween costumes, etc.)<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>What should a website be in the Zero Click Era? Is your site only for conversions now?<\/strong> <strong>Should we still blog?<\/strong>\n<ul class=\"wp-block-list\">\n<li>Good news &#8212; we&#8217;ve got a blog post about this one: <a href=\"https:\/\/sparktoro.com\/blog\/does-your-website-still-matter-in-the-zero-click-era\/\">Does Your Website Still Matter in the Zero-Click Era?<\/a><\/li>\n\n\n\n<li>TL;DR &#8211; It still matters, and not just for conversions. And yes, you should probably still blog, then turn those blog posts into different short-form content appropriate to the platforms where you distribute.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Will search traffic declines bottom out, and when?<\/strong>\n<ul class=\"wp-block-list\">\n<li>Maybe? It&#8217;s hard to say. Google&#8217;s definitely <a href=\"https:\/\/www.bbc.com\/news\/articles\/cm9qzdqpxy48o\">feeling the pain<\/a> from going so hard and heavy into the AI answers era. They might keep doubling down, confident from their internal metrics that they can eventually monetize AI results just as well. But, it&#8217;s also possible they&#8217;ll slow their roll after Wall Street&#8217;s hammering.<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">Tier 2: Several Folks Asked, And These Are Broadly Useful<\/h2>\n\n\n\n<ol start=\"6\" class=\"wp-block-list\">\n<li><strong>Was attribution always a lie, and what can we learn from the marketing era before this modern attribution obsession?<\/strong>\n<ul class=\"wp-block-list\">\n<li>It was always a guesstimate, and that guess got worse and worse as sources of data dried up, privacy protections kicked in, and users adopted more devices, browsers, ad-blockers, and zero-click habits.<\/li>\n\n\n\n<li>To us, the key lessons of 20th Century-style marketing measurement are simple: if you&#8217;re small and have a tiny budget, run small, iterative tests whose results you can prove via time-series or geographic data. If you&#8217;re big and have a giant budget, stop worrying about attribution and just be in all the places your audience pays attention. You can model some rough math about which channels\/efforts perform, but you&#8217;re better off wasting a lot of marketing that doesn&#8217;t work (but growing faster on the stuff that does) vs. being extra-conservative about ROI and hampering growth because you only put money where you can prove it works.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>How should established brands and startups approach zero-click differently?<\/strong>\n<ul class=\"wp-block-list\">\n<li>Startup\/small brand &#8212; pick the 2-3 channels you&#8217;re best at, passionate about, can provide unique value in, and where your audience already is in heavy concentration. Invest a little at a time and see what works. Double down on the victories, pull back on the failures, and use time-series to estimate ROI.<\/li>\n\n\n\n<li>Established brand &#8211; hire a team or an agency to be in all the major places your audience(s) pay attention. Don&#8217;t worry about trying to perfectly measure how an effort goes. If the audience is there, the surface-level metrics (views, impressions, engagement) look good, and sales numbers are going up, it&#8217;s probably wiser to invest than pull back just to try and estimate contribution (again, most of the time, if a channel&#8217;s hugely challenging or expensive, that advice doesn&#8217;t apply).<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>How do you restructure silos (SEO vs. PR vs. social vs. email) and the KPIs and comp plans behind them around audiences and problems, especially at an SMB, and how do you test and scale that?<\/strong> \n<ul class=\"wp-block-list\">\n<li>Ooof. Tough one, because it depends so much on the organization&#8217;s style, leadership, how they invest, what types of org structure they use, and of course the channels that matter to reach their audience.<\/li>\n\n\n\n<li>While there&#8217;s no one-size-fits-all answer here, the advice we can give is:\n<ul class=\"wp-block-list\">\n<li>Start with audience research (gain a deep understanding of who you want to reach, where they are, and what resonates with them)<\/li>\n\n\n\n<li>Brainstorm marketing tactics most likely to play to your\/your team&#8217;s strengths and connect with your audience on the platforms you&#8217;ve chosen. Figure out some shared goals across marketing disciplines, and when it doubt, consider a sort of &#8220;Jobs To Be Done&#8221; approach to your efforts. For instance, can an asset like a case study &#8220;do the job&#8221; of sales? Can a blog post be repurposed into a help article and &#8220;do a job&#8221; for customer support?<\/li>\n\n\n\n<li>Outsource expertise you don&#8217;t have &#8212; if you&#8217;re not a pro at short form video, consider hiring a creator or an agency. If SEO for AI Overviews + Assistants isn&#8217;t your bag, find a contractor or agency that rocks at this.<\/li>\n\n\n\n<li>Get buy-in from execs to run simple tests where everyone agrees on the conditions for success. Don&#8217;t get approval to try out podcast pitches or a new YouTube channel or daily LinkedIn content without everyone agreeing on the metrics. Initially, those should be what used to be called &#8220;vanity&#8221; metrics &#8212; views, impressions, likes, etc. &#8212; because those are the sign you&#8217;re reaching the audience. Sales lift should come later (a few days, a few weeks, even a few months for very long buying cycle produts in B2B or high ticket B2C). If your execs demand sales in a week, no ZCM channel will perform. <\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>How do I stop panicking when sales and conversion rates swing with no clear cause?<\/strong>\n<ul class=\"wp-block-list\">\n<li>Correlation dashboards to the rescue! If you&#8217;ve got a big spreadsheet with all your top, middle, and bottom of funnel metrics, you can look across the numbers and see where rises and falls are happening, and then ask your favorite AI tool to verify what might be happening. Often, those swings are just normal variation over a long timeline. We&#8217;ve had weeks at SparkToro with 400% of normal sales volume and weeks with 10% of normal sales volume, but over a quarter, if evens out. Nothing really happened. Just how the cookie crumbled that month.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>How does lift-based measurement work when you&#8217;re testing several things at once?<\/strong>\n<ul class=\"wp-block-list\">\n<li>Great, if you&#8217;re testing different products or services, or targeting different demographics\/customer types, or reaching people in different geographies. And ugly if none of those variances are true. If you can&#8217;t segment tests at all, your best bet is to rely on the correlation dashboard methodology, and ask your favorite AI to estimate how much channels or efforts are contributing based on the top and middle of funnel metrics.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>What&#8217;s the best content strategy for SaaS right now?<\/strong>\n<ul class=\"wp-block-list\">\n<li>The one where you pick channels that your audience pays attention to, choose tactics that you are unique great at executing on (because you&#8217;ve got unique value to provide there that your competition doesn&#8217;t\/can&#8217;t), and execute consistently with a flywheel methodology (see the Zero Click Marketing chapter on that).<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Are the classic ad writers (Reeves, Ogilvy, Cialdini) still relevant, or even fundamental?<\/strong>\n<ul class=\"wp-block-list\">\n<li>Heck yeah! They&#8217;re great for getting into the psychology of why people buy, what earns attention, and to give you ideas based on what&#8217;s worked in the past. We&#8217;re not saying &#8220;buy a two-page spread in a dying magazine with a mostly long-form text ad that reads like it was written by an Ad Man in 1965.&#8221; We&#8217;re saying, yes, you can learn from the classics and riff on &#8217;em.<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">Tier 3: Does Everyone Care About these? Probably Not. But You might \ud83d\ude42<\/h2>\n\n\n\n<ol start=\"13\" class=\"wp-block-list\">\n<li><strong>How do you enter a new market with no research or history to go on?<\/strong>\n<ol class=\"wp-block-list\">\n<li>No research?! Such a sector does not exist. If you can&#8217;t research in SparkToro, you can at least interview and survey your potential customers (see Zero Click Marketing, Chapter 7, for lots of tips on how to do this).<\/li>\n\n\n\n<li>Once you&#8217;ve done your research, pick your channels (using the advice above, or in the book), and take some bets. Start with the tactics and tests you&#8217;re most confident in, and don&#8217;t give up too fast on something that&#8217;s showing top-of-funnel engagement (but do switch up your content if you&#8217;re getting nowhere with the likes\/views\/impressions\/rankings). <\/li>\n<\/ol>\n<\/li>\n\n\n\n<li><strong>Did you use AI to write the book, or do it the old-school way?<\/strong>\n<ul class=\"wp-block-list\">\n<li>HA! I&#8217;d sooner gnaw off my own arm (or at least a couple fingers) before I used AI to write a book. We used about as much AI to write Zero Click Marketing as we did to answer these questions: NADA. ZIP. ZERO. ZILCH.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>How should we think about subscription pricing, and where does AI help?<\/strong>\n<ul class=\"wp-block-list\">\n<li>Yes! AI is quite helpful for this. Feed in your historic data. Point the AI at similar products doing well in your space (and their pricing pages). Add in your SparkToro research reports from your audiences. And then ask it to number crunch a bunch of scenarios to give you potential options. It won&#8217;t be perfect, but it will point you in some wise directions. We used it for SparkToro pricing updates and have been pleasantly surprised (though not blown away &#8212; a SaaS pricing expert&#8217;s still better if you have the budget). <\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>How do you apply zero-click marketing to educational content for a small, rare-disease nonprofit audience?<\/strong>\n<ul class=\"wp-block-list\">\n<li>Same way as everything else! In that sector, you&#8217;re probably aiming to reach a specific audience or group of them. Do your audience research, figure out which social, search, AI, and media platforms\/publications they pay attention to, then spread your message in those places without demanding a click (but with at least a subtle reference to your brand\/solution).<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>How do I pitch clients using SparkToro reports without giving too much away, turn reports into a deck with AI, and then build a better media plan?<\/strong>\n<ul class=\"wp-block-list\">\n<li>Run the audience research reports on their customer groups. Download those graphs (you can customize &#8217;em too). Put &#8217;em in your pitch decks (you don&#8217;t need to credit us! You can just say it&#8217;s part of your research process, and you have lots of tools at your disposal). Use AI if you want for the deck-building process, though we&#8217;d advise a heavy human touch &#8212; clients can feel the all-AI-presentations at this point. And for the media plan, the SparkToro MCP kicks butt here. Connect it to your favorite AI tool, plug in your client&#8217;s needs\/demands, give it some of your previous planning data as examples, and let it go to town running SparkToro reports and using that data to build a suggested media plan. You can then nudge\/coach it using your human intelligence \ud83d\ude42<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">Tier 4: The Niche Ones<\/h2>\n\n\n\n<ol start=\"18\" class=\"wp-block-list\">\n<li><strong>Some SparkToro-specific product questions<\/strong>\n<ul class=\"wp-block-list\">\n<li>Will Audience Analysis generate keywords for each audience segment?\n<ul class=\"wp-block-list\">\n<li>Yes! Every audience research report, including those generated by the new audience analysis wizard include search keywords and AI prompt topics.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Can I fall back to the old query-type search behavior?\n<ul class=\"wp-block-list\">\n<li>Yup. You can use either the Wizard or the classic &#8220;describe your audience&#8221; option.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Geographic limitations for reaching the global Filipino diaspora\n<ul class=\"wp-block-list\">\n<li>Unfortunately, we don&#8217;t cover any geographics except the UK, Canada, and the US right now. Our hope is to expand in 2027 and beyond, but we first have to get enough growth to afford data from these new regions.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>When and where will Zero Click Marketing be available in the UK, Canada, Australia, et al.<\/strong>\n<ol class=\"wp-block-list\">\n<li>It&#8217;s already available! Indigo in Canada, Waterstone&#8217;s in the UK, Booktopia in Australia, and the regional Amazons in all of these have ZCM.<\/li>\n<\/ol>\n<\/li>\n\n\n\n<li><strong>Personal and fan questions<\/strong>\n<ul class=\"wp-block-list\">\n<li>&#8220;Where does Rand shop for clothing?&#8221;\n<ul class=\"wp-block-list\">\n<li>Great question. Love this. Sadly, would take a disturbingly large list to cover. But, good news, we may be writing a gift guide on the topic soon \ud83d\ude0e<\/li>\n\n\n\n<li>In the short run, I can say that I get a lot of nice stuff from Todd Snyder, Proper Cloth, Sunspel, E. Marinella, Drake&#8217;s, Carmina, and (for custom-made stuff) Fratelli Mochia Coggiola<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>&#8220;Can Amanda dance? I&#8217;ve heard rumors about a banana&#8221;\n<ul class=\"wp-block-list\">\n<li>I&#8217;ve heard these rumors, too -Rand<\/li>\n\n\n\n<li>Unfortunately, she cannot. But because she believes that anything worth doing is worth doing wholeheartedly, she does so with wild abandon. -Amanda<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Thanks for all the questions folks! And thanks for the wonderful support of Zero Click Marketing&#8217;s launch.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Huzzah! Zero Click Marketing is finally live. After two years of pain, sweat, and countless edits, the book Amanda and I have been writing to help marketers survive&hellip;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[52,13,6,69],"tags":[],"class_list":["post-11648","post","type-post","status-publish","format-standard","hentry","category-analytics","category-book","category-marketing","category-zero-click"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>20 Zero Click Marketing Questions Everyone&#039;s Asking - SparkToro<\/title>\n<meta name=\"description\" content=\"Huzzah! Zero Click Marketing is finally live. 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