Social Media and Content Marketing Is Not A Quick-Fix Solution

What is the ROI of content marketing and social media? How quickly will it take to start generating leads or sales for my new business?

This is an important subject that frequently comes up and one that I want to address and unpack over a series of posts.

Content marketing and organic social media marketing help a business establish a brand. Branding is the purest form of marketing. And, it’s a long-term investment. You’re putting out value and creating a community of interested followers with the hopes that eventually, you won’t have to do as much selling.

Instead, your audience will come to you.

It will cost less to acquire new customers and strengthen the loyalty of current customers. This usually corresponds to the “top of the funnel” brand awareness and engagement. Or, as marketing nerds call it: “First touch attribution.”

The one caveat is that it takes time to get people to know about, care about, and trust you. It often takes a number of interactions over a period of time before people will pay attention and remember you. The results are cumulative. If you’re a new startup or small business, it’s a good investment to make. But, you also need short-term ca$h flow.

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Entrepreneurs: Don’t Forget to Dream

It’s starting to dawn on me. 🌅

If I want ZEV Media to be successful — no, if I want to be successful — then I need a North Star. ⭐️

Normally, I don’t like to get too “Zen” 🧘‍♂️ or philosophical, but I realize now that I need a clearer picture of my what I want. I must pursue dreams far greater than the sum of my business goals. 🥅

I’ve heard it said that if your motivation is money, you’ll make a little money. But if your motivation is something greater than money, you’ll probably get a whole lot more. 💰

My primary motivation is not big money. I’m driven by the idea of building something greater than myself that impacts others positively and allows me to live life on my own terms. 💪

I’m more motivated by freedom than I am by money. 🇺🇸

However, even that is not enough. While this may sound crazy, I think that simply wanting my business to grow and succeed is still thinking too small. 🤔

No, it’s time to reach for the stars. ☁️ ✨ Beyond the stars actually, and to get back in touch with my greater purpose and overall vision of the life I want to lead and the legacy I wish to leave behind.

It’s time for higher level thinking. Often, we #entrepreneurs get so wrapped up in the day-to-day — the meetings, the calls 📱 , the deadlines, the sales, the clients/customers, that we forget to pause, step back, and look at the bigger picture.

Business is business, but don’t think for a second that it’s never personal. ❤️

Entrepreneurship is a deeply personal game. It will force you to get more in touch with who you are and face yourself in an open, vulnerable, honest and often uncomfortable way.

Sure, you’ve got to spend most of your time quantitatively on keeping your clients and customers happy, especially in the beginning.

Don’t get distracted with fantasies of exits or things you’re going to buy some day or ideas for second and third businesses. There is time for that, but there are urgent and important matters at hand right now.

Still, make time to dream. 💭 To fantasize just a little. To step back, dig deep, soul search, and maintain perspective on what matters to you in life. I don’t have all the answers, but I believe doing this now and then will help you truly reach your potential and make you an even better #entrepreneur. ☕️

 

It Isn’t Supposed to Be Easy, but You Can Still Enjoy the Journey.

Building a business is hard.

Coming up with content every week (day?) is hard.

Earning the trust of people in a cynical world with so much competing for our attention is hard.

But, if it wasn’t, would we ever appreciate the reward?

I think how you answer the following question is very telling of how you feel about your work: If you were handed a million-dollar check every year, what would you be doing with your time?

If money were no object, would you be investing it in building your business? Would you be trying to earn more than that? Would you be exploring a different passion or hobby which you had not previously had the opportunity to pursue?

Or would you chill all day at the beach with a drink (or play video games or insert whatever other leisure activity you enjoy)?

I don’t think there is a wrong or right answer here.

But one thing is for sure. Nobody said getting to live life on your own terms doing something you love was supposed to be easy.

It isn’t, but I think embracing the struggle of it and loving the process will be a huge part of long-term success Perhaps, we can learn not only to savor the rewards but to love the journey itself.

Marketing is Like Dating. Romance Your Prospects and Make them Fall in Love with You.

As a single and a marketer, I’m noticing some interesting parallels between marketing and dating. 

Nobody wants to transact on the first date. 

Asking for the sale right away makes you look creepy and lame. Offer to help first.

You’ve got to romance your prospect a little bit. Compliment them. Talk about what they’re interested in. Keep it focused ON THEM. Not you.

Give them value. Make them want you. 

And, timing is everything. You’ve got to be able to feel it out and read the situation carefully. 

When the time is right, you go in for the ask. 

And if they say yes, you’ve got yourself a date. If you play your cards right, one date will lead to more and eventually blossom into a fruitful, long-term business relationship. 

Keep At It! Building Your Brand Takes Time.

Becoming known or developing a brand online takes time.

And a whole lot of effort.

Some of the people with the biggest audiences whom we all admire today were active for YEARS, steadily putting out content and engaging with others before anyone noticed.  If your content is quality, you’re careful to engage authentically in a human way with others, and you post consistently, you’re more likely to have success.

Of course, you have to also have a) the talent and b) learn how to hack distribution.

A) is pretty much in-born (although it can be improved upon).

B) will require you to learn how to use these platforms effectively.

Google how to do things, test, learn, Google again, practice, over and over.

But, don’t give up. Especially, if you’re starting to notice any of the following:

1) Increased page views

2) More engagement i.e. increasing number of likes, comments, shares, and mentions

3) Link-backs

These are all signs from the Universe and the market that you need to keep pressing on. Use these KPIs and metrics as benchmarks of success and let that propel you forward.

What you’re doing is penetrating the noise, but you need to keep going and building momentum.

I’ve been putting out content for years now. On a frequent and consistent basis, only in the past two years and even more-so in the last 6 months.

Only now am I starting to see a steady trickle of interest building.

So, keep at it! And pay attention to those indicators, which are showing you what is working. If you’re not seeing any of those things after consistently posting for a year or so, it might be time to pivot.

But, if you are seeing those results, persist and don’t get discouraged.

You’ll get there in time.

It’s Time for Brands to Wake Up

If you’ve been paying attention to culture and society for the past few years, you know that there is a growing movement — mainly comprised of the young — that is becoming increasingly aware and vocal about important issues having to do with race, culture, gender, and lingering social inequality. Those who consider themselves especially awakened or conscious about these subjects are colloquially known amongst their peers as “woke.”

Social issues and matters of identity politics are most hotly debated — often uncivilly — on social media platforms where an increasing number of people, particularly younger demographics, are getting their news and discussing the subjects of the day.

While many of us are exhausted from all the discussions on social media surrounding politics and political correctness, the #StayWoke movement — love it or hate — shows that people are thinking more critically about everyday, long unquestioned realities and social constructs.

Interestingly, the fuel behind much of this widespread “wokeness” and heated discussion is social media. While some blame social media for the breakdown of civil discourse and democracy, it can’t be denied that social has helped bring awareness to issues that were not previously addressed by the mainstream media. Perhaps, the best example is the recent #MeToo hashtag. Social media discourse has not only led to debates, but to the resignations and firings of prominent figures and revolutions that have toppled repressive regimes.

Perhaps less interesting, but nonetheless important for brands and marketers is the disruption of the communication space and the democratization of media content creation, which is the engine behind societal changes and grassroots movements.

All the way back in 2010, Eric Schmidt said that we create more information every two days than has been created in the entire history of the human race until 2003. The amount of data and content we create on a daily basis is mind boggling. We are living through the greatest shift in communication in history since Johannes Gutenberg’s invention of the printing press. And, we are the first generation whose entire lives will be documented, which means what we say and do on social media will forever be on the record. Your great grandkids will read all of your tweets — even the mean ones you send to Jimmy Kimmel at 4 am.  

There has never been as much content published daily as there is now and the competition is fierce. And, social media has completely changed the game. On these platforms, brands do not simply compete with one another for the attention of consumers.They also compete with viral cat videos, friends’ photos of last weekend, your nephew’s baby pictures, and breaking news.

In the current media environment, we are drowning in a sea of content. Consumers are no longer a captive audience the way they once were on TV (pre-DVR) and radio. They often miss or deliberately block your advertisements. The only way to break through the noise is to frequently and consistently provide value, create content worth paying attention to, and actively engage with the audience. Paying to boosts posts on social media has also become the norm, especially on Facebook. Today, more than advertising or content, the key to success is interacting with your target audience on the platforms that have their attention.

One-way broadcast communication is increasingly less effective and the importance of facilitating two-way communication with an audience is growing with every passing year. Companies who don’t devote sufficient time and resources to engagement are losing their share of the attention graph as well as the market. Brands that don’t wake up and realize that they are no longer advertisers who sell products, but media companies will soon become irrelevant.

As brands begin to focus more of their energy and budget on social media, many of them are making one crucial mistake that continues to undermine their efforts: They’re treating the new platforms, such as Facebook, Instagram, Twitter, and LinkedIn as if they are one-way broadcasts. They’re bringing an old-world traditional media mentality to social media, pushing out their messages without understanding these platforms and their nuances on their own terms. This shows that most businesses don’t fully appreciate the broader shifts that are occurring in social communication.

Social media is NOT an extension of your sales pitch or simply a distribution platform for your content. It’s much more than that. It’s a medium where brands can have meaningful interactions with their customers and build relationships. While many brands have woken up to this new reality, many more are still not getting it.

Many businesses are missing enormous opportunities and leaving money on the table by not doubling down on social media. Others are doing social media all wrong. Comfortable sticking to what they know, many businesses remain hooked on their addiction to spending inordinate amounts of money on billboards that no one sees, because consumers are too busy looking at their phones. They blow the bulk of their marketing budgets on flyers and magazine ads that most people throw out or skip. And, they blow most of their digital marketing spend on banner ads that have an average click-through rate of only 0.05%!

Meanwhile, these same brand managers and advertising executives have the temerity to raise their eyebrows and smugly ask: “So, what’s the ROI of social media?” Too many companies are still not taking this underpriced and effective marketing channel seriously, delegating it to interns or family members who lack sufficient knowledge of or experience with social media marketing. And, they don’t think it’s a good use of their time or money to create content or engage with their target audience on these platforms.

As maddening as it is for all of my fellow social media marketers to watch this, we are powerless to prevent this slow-motion trainwreck from happening. Unfortunately, most brands will not wake up until it’s too late. Even as big brands lose market share and retail stores around the country go out of business, companies are still slow to make changes. The brands who are spending time on social media, learning how to use it, testing and learning, and engaging directly with their audience are winning and in the long run, they will win the day.

Moving beyond content

Content is still king, but more effort must be invested in two-way engagement if companies want to win attention and remain relevant in a 2018 world.

We are oversaturated with content. It’s never been so noisy. And, unless you were a first mover on the new platforms when early adopters took advantage and nabbed nice chunks of real estate, you will now have a tough time getting noticed and creating a presence.

There are simply too many options. Our attention spans are divided by a plethora of devices (smartphones, laptops, tablets, desktop) and platforms (Snapchat, Instagram, blogs, Medium etc.).

People distracted.jpg

To get people to care about you, it’s important to put out relevant, quality content that touches on current trends and other topics of interest to your audience. However, creating good content is not enough anymore.

The Internet and the social platforms where most of us now live are so crowded that most of the content you share will get lost in the noise no matter how good it is. Not to mention, platforms like Facebook have killed nearly all organic reach. Hacking distribution or taking pains to ensure that the content actually gets seen and interacted with is tricky and more important than ever.

2 ways to hack distribution:

Influencers and collaborations

Influencers, particularly micro-influencers are still tremendous resources of underpriced attention who have a strong impact on what consumers purchase. These influencers have most of the attention and influence on social media platforms where your audience hangs out. By partnering with them, you will be able to siphon their attention and direct it toward your brand. Of course, you should only partner with influencers who make sense for your brand and for whom you can add value as well.

You can achieve this by offering influencers free product and/or monetary compensation in exchange for a mention, a photo or video of them using the product, or a guest blog post. For a relatively small spend (average is about $193 for Instagram micro-influencers), you can gain hundreds of impressions, likes, comments, new followers, and last but not least — leads and sales.

Stay out of the way

These influencers know their audience best. They got to where they are, because they are good at creating content that will elicit a positive response. Therefore, give them creative control and allow them to create the content. Understand that they will have to be subtle in their mention of your brand, lest they come off as too pushy and lose their credibility. If you connect particularly well to one influencer and their audience, consider a long-term partnership in which the influencer becomes a brand ambassador.

Engage, engage, engage

Although it may sound obvious, you would be surprised by how many brands — even small businesses and startups fail to simply respond to comments on social media. Acknowledge and encourage your fans! Reward their loyalty and positive feedback. Respond to your audience’s questions or complaints. Reach out to people tweeting about your space and offer them help without asking for the sale. Send a direct message or a personalized piece of content to prospects, loyal customers, and influencers. Talk, converse, and be human. In other words, be social!
People talking.jpg

Technology has fundamentally altered how we communicate and disrupted the entire way we message and connect with our audiences. If you think your self-serving piece of content i.e. ads, humble brags about about your accomplishments, and mercilessly PR-ing yourself is going to get attention in a world with more options and decreasing attention spans, you’re really not understanding what is happening. You’re not woke. You’re asleep at the wheel and you’re in for a crash.

Notice the shift going on around you. The way you’ve been playing the game until now is not the way you’re going to succeed over the next decade. Don’t simply focus on the culture wars on social media. Look at how it is impacting how we communicate and how we get our news. Pay attention to who and what has the eyes and ears of your target audience. And, work hard to build authentic relationships with them built on trust. Not only will it pay off, but you can’t afford to market any other way.

Should You Put Yourself Out There and Create a Personal Brand?

How much should you put yourself out there when you’re starting a business?

Should you develop a personal brand?

I think creating a personal brand and deciding whether or not to putting oneself out there is very much a personal decision that is up to the individual.

The first thing you’ll have to consider is whether or not you even want to have a personal brand. Many successful CEOs, founders, and businesspeople do not have personal brands and you’ve likely never heard of them. That’s a totally respectable and fair way to go about it.

Many people balk at the term “personal brand.” Some (usually older or more conservative folks in the business world) object to the term or the entire concept of a personal brand because they think it sounds narcissistic and phony. In their minds, a personal brand is something reserved for wanna-be gurus and charlatans or those “crazy millennials” walking around with their selfie sticks making silly Snapchat videos on their phones. There is a modern-day phenomenon of people who monetize an entire business off their personal brand. Unfortunately, some of these people create personal brands that are based on a false image they are trying to project through social media filters.

However, a personal brand is not a bad thing at all. If you don’t like the term personal brand, Vayner Media CEO, and branding expert, Gary Vaynerchuk suggests referring to it as managing your personal reputation. We can all agree that maintaining one’s reputation is important. All the more so in the age of the Internet. Even if you’re not saying anything about yourself or your business, it doesn’t mean others aren’t.

What is a personal brand? Contrary to what many people believe, a personal brand isn’t an excuse to shamelessly self-promote. Doing that is a quick way to turn people off. Successful personal brands are built on providing value and sharing quality content that engages the audience. Depending on your topic and audience, your content should educate, entertain, or inspire. Sometimes you can do all three!

It’s also very important to respond to comments and reach out to people who have greater influence or audience attention than you about collaborations. The one with greater influence has the leverage, so make sure to offer them something of value in exchange for whatever it is you want them to do for you.

A personal brand is your story. We all have a story to tell and even if you don’t think so, you can find a way to tell it in a way that is interesting to others. First, pick your area of expertise or your topic. It might be about your business or your field or it may be centered around a hobby or area of interest. Next, figure out the way you communicate best. It may be audio (e.g. podcast, audiobooks), written (e.g. blog posts, ebooks), or video. Then, find which distribution channels are the best way to reach your intended audience (e.g. Instagram, YouTube, Medium, LinkedIn, Soundcloud etc.).

I’m not saying that having a personal brand is for everybody. Not everybody wants to put themselves out there, be in front of a camera, have their writing published, or create content that is about who they are or what they do.

However, if it’s something you think you can get comfortable doing, then I strongly recommend trying it. Having a personal brand will be an increasingly more valuable asset in a 21-century world where content creation is democratized and the competition is fierce.

Alongside your company brand, you should consider developing your own personal brand as well. People have an easier time relating to other people than to entities or organizations (surprise, surprise). Sometimes the content from your personal brand can be the hook that reels people in and gets them interested in your business.

Zev Autumn selfie

If you’re a freelancer or a solopreneur, having a personal brand is essential. It’s what sets you apart from the rest and prevents you from becoming commoditized in the marketplace. A strong personal brand will get you picked for lucrative gigs. Not only that, but developing a personal brand can ensure that leads will come to you rather than you having to chase after them. If you’re an introvert or on the shy side, having a personal brand online that attracts people to come to you rather than the other way around is a G-dsend and this is probably the greatest time to be an introverted entrepreneur.

Let’s say you’re NOT an entrepreneur or a business owner. Is it still a good idea to have a personal brand?

Absofreakin’lutely!

In a competitive job market, it’s those with a strong online presence and establish thought leadership, competence, and credibility through their online content and published work that will get the job over equally qualified candidates who choose to rely solely on their resumes. When you apply for a job, one of the first things your prospective employer will do is look you up on LinkedIn. Are you going to have a blank, gray, faceless avatar staring back at them or a profile that hasn’t been updated in years with none of your recent work?

If you’re interested in developing your personal brand, but aren’t sure how to go about it, then I recommend this fantastic book by blogger and business consultant, Mark Schaefer: KNOWN: The handbook for building and unleashing your personal brand in the digital age.

In this handy guide, Schaefer takes you by the hand and walks you through the process of figuring out what to talk about, where to talk about it, and how to become known in your space or area of interest. There is also a supplemental workbook available with helpful exercises to get you started. Recently, I had the pleasure of interviewing him and that interview will soon be published in the Huffington Post and on my upcoming podcast.

If you decide to create a personal brand, be forewarned that it does involve some risk and vulnerability. You have to have the stomach to handle occasional negative comments. You also have to decide how much of yourself to expose. To a certain extent, being raw, real, and authentic will help you win attention and a following like never before and much of the business world is becoming less stuffy and buttoned up thanks to the Internet and startup culture. However, you have to figure out where to draw the line between what you feel comfortable sharing and what is too personal or NSFW.

Also, keep in mind that colleagues who think having a personal brand is unprofessional or self-indulgent might poke fun or criticize you for doing it. Some companies have strict guidelines about what you can or cannot say publicly, which you should be familiar with if you’re concerned about losing your job. Consider that now may not be the right time in your life yet to do it and that’s ok. Have an honest conversation with yourself about whether or not you are ready to start building your personal brand.

Have you developed a personal brand or are you interested in doing so? Do you communicate best on audio, video, or in writing and what channels do you prefer to use? Do you have any questions or tips you’d like to share?

Please let me know in the comments!