The Times They Are a’Changin’. Don’t Complain, Marketers! Embrace it.

Change.

Adapt, change, and adapt again.

Change seems to be the only constant in the life of a marketer.

Technology changes, the communication platforms which have people’s attention change, and consumer behavior changes.

And, yet again and again, we all seem to be so shocked and upset every single time we encounter change.

Everything from the demise of print and radio advertising and the shift to digital to the slightest update in the Facebook algorithm or the Snapchat UI sends marketers into a tizzy.

I get it. Change is hard. But all thehand-wringing, fist waving and feet stamping in the world aren’t going to make a difference.

What has to change is us. The marketers.

Our job is not only to communicate the message. Our job is to constantly stay on top of these changes and adapt accordingly.

Sure, we can commiserate amongst ourselves. It’s nice to vent with someone else who understands and is experiencing the same challenges.

But, don’t stay frustrated or blame “the system.” The only constant we can rely on is change and it’s a marketer’s job to adapt accordingly.

We can cry and complain that marketing isn’t what it used to be. That now, we have to spend a lot more time branding and earning consumer trust before asking for anything in return.

We can kvetch about the increasing ineffectiveness of interruptive advertising.

And to my fellow social media marketers, we can bemoan the fact that we can no longer “crush it” on social media with text & link posts or sharing alone.

Now, social will take a serious investment of time, money, and resources. Organic is dead on some platforms and dying on others.

The future (which is already here) of social media is paid i.e. sponsored posts, video, and influencers.

Social media is a much bigger production than it used to be. For some of us, and certainly for our clients, it will be more of a hassle. And trends indicate that the current state of affairs will only continue.

But it’s all about perspective. How you react to these changing realities makes all the difference.

If you look at them as an opportunity to do better — deliver more value in your content,

find new and creative ways to hack distribution, and realize that the market is ever-changing and your job is to adapt at scale, you will win.

Look at it this way. As social media begins to predominate and becomes the primary place where we spend time and attention,

it will also require an increasing amount of resources and tactics to compete and succeed on social.

This means we can finally have the courage to demand our clients take social more seriously and begin to allocate more of their budget to social,

And less to more costly, relatively less effective things on which they are still blowing most of their budgets.

In every challenge or change, there is room to cry or to find the opportunity and capitalize on it.

Which option will you choose?

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The Gate is Closing on the Gatekeepers

For the past hundred years or so, the gatekeepers held the power.

The magazine, newspaper, TV network, or radio station decided who was hot and who was not. What would be published and what would be left on the cutting room floor.

Advertisers decided the trends and which brands we would be exposed to.

And, we content creators were at their mercy. We had to please the gatekeepers and accept insufficient payment or no payment at all for the privilege of the exposure. Our fates were usually in the hands of an old white male executive in a suit puffing on a cigar.

No longer.

Today, the Internet is the middleman.

Media content has never been cheaper to produce and distribute at scale than it is now. Today, we all have the power. Anyone with a phone in their hands can create a buzz, break the news, get heard, or build an audience.

Content creation and distribution have been democratized. These are exciting times we are living in and most people fail to grasp how incredible it is right now. In the future, people will look back on this time and regret that they did not act sooner by staking out a claim of digital real estate to make their mark in the early days of the Internet.

Having an online presence is a powerful thing indeed and those who have one, have the leverage.

This means traditional publishers, though not irrelevant, have far less leverage than they used to. Perhaps, this is why those gatekeepers who abused their power *cough*Harvey Weinstein*cough, cough* are finally being outed for their diabolical deeds.

This would also explain why many journalists and others are now freelancing on the side or full-time.

Getting a piece published with your name on it in a publication is still a good thing to do. If the publication has a brand name that the public views as prestigious, it’s certainly a nice notch on the old belt, which makes for an impressive mention in a bio. That third-party affirmation can lend you some credibility in the eyes of others. However, it’s a vanity metric more than anything else.

More valuable than being published in a mainstream big-name publication is being published on a blog or on any platform with a high amount of engagement. If the readership actually cares about the content, it will get far more positive attention, even if the audience is very niche. For example, your article about camping in the mountains will most likely receive more interest and engagement on a popular blog about camping and hiking than it will in the New York Times.

Now that anyone can potentially become an influencer by getting attention on social media platforms and guest posting/appearing on popular blogs, vlogs, and podcasts, content creators can control their own destinies.

And, when you control your own destiny, you can also determine how much you get paid.

Recently, a relatively new business magazine with a very small following in whose pages I’ve been published approached me about a new project.

While my normal standard is to be paid my fee and paid upfront, they insisted that this time I behave in accordance with conventional magazine standards by getting paid by the word and only after the final draft.

The difference between me and most writers/creatives is that I’m not simply an artist. I’m an entrepreneur.

“If you pay me by the word,” I countered, “then that doesn’t take into account a) the research for the piece, b) the interview/s with the subject/s, or c) the edits and revisions.”

As a freelancer, I set my own standard procedures and protocol as well as my own fees. And, after getting burned in the past, I decided to only accept payment in full up front. To my knowledge, no one goes to a store, takes some items home with, and only pays after they get home or whenever they feel like it. That would be called shoplifting. And, I don’t see why my services rendered should be treated any differently.

The magazine editor protested that the exposure justifies the raw deal.

What most of these publications fail to understand is that we no longer need them for exposure. If the publication doesn’t have an audience of people likely to hire me or pay me for anything, it’s not that valuable.

On the flip-side, I would write something for FREE if it was likely that the exposure would likely net me greater brand equity or new business. But, getting published does not in itself make that a likely possibility, especially when the article is in print. Being published online can more easily lead to a comment, a DM, or some other form of direct engagement that can lead to something greater.

So, if publications want to remain relevant they have to:

A) Acknowledge that they are more dependent on freelancers than on staff and will have to pay their rates.

And,

B) Double-down on growing a brand on social media and other platforms that have their reader’s attention.

Finally, it’s up to creatives to put themselves in a position to win. Spend more time building an audience on social media, creating and publishing your content on your own, and directly engaging and interacting with your audience. Instead of trying to get published in traditional media outlets, create your own buzz and your own leverage. Once you do that, you can name your price. When you’re an influential content creator, publications, brands, and others will dance to your tune instead of the other way around.

The days of the gatekeepers deciding what content we consumer are over. Consumers and content creators are now in the driver’s seat. It’s time for publishers to take note and embrace the new reality.

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!

Overcoming Fear of the Ask: Approaching Prospects for the Sale

Like some of you who read this blog, I’m a marketer.

More specifically, I’m an inbound marketer. This means I don’t interrupt people from what they’re doing to hoch my products and services. Rather, I throw out some tasty treats that I know my audience will love and then I lie in wait like a tiger for them to arrive.

It’s “pull” marketing (pulling the audience in) as opposed to outbound “push” marketing (pushing messages out in front of people’s faces).

And within inbound marketing, I am involved in the softest, most subtle yet effective type of marketing of them all — branded content creation and social media marketing.

And yet, I faced a dilemma. Do I persist solely with content marketing or do I try other approaches to grow my business as well?

Zev pondering

For all of you marketing nerds out there, most of what I do corresponds to the “top-of-funnel” brand awareness, which can be nurtured into leads and sales. It also engenders loyalty among current customers. Building brand takes time and effort, but brand equity is the magic that gets people to buy your product or service without you having to deliver a sales pitch or lower the price tag. You buy a brand almost without thinking. You don’t need to be sold because you’ve already bought.

I don’t sell anything I don’t believe in. I would never expect someone else to buy if the provider doesn’t believe in or use their own product.

That’s why I’m careful to make sure that my own content marketing efforts are strong. I blog regularly, contribute to the Huffington Post, and post every day on various social media platforms. Creating content, sharing it on platforms that have consumer attention, and engaging with people on social media is a fantastic way to attract people to your business. This is the service I provide to clients and because I am such a big believer in my own “product” so to speak, I put my money where my mouth is and test it on my own business.

Thankfully, my content marketing efforts have paid off and my online presence has helped me attract many leads and clients. In fact, the vast majority of my clients come from inbound.

Eschewing interruptive and outdated forms of outbound marketing that annoy customers rather than provide them with value, such as cold-calling, the only outbound marketing I was doing to grow my business was attending networking events, mainly in New York City. Although I am digital marketer, I still believe in the power of face-to-face interactions. Nonetheless, as an introvert, I much preferred to share content online and pull people in rather than to go out and pitch myself.

The great thing about content marketing and branding is that when you do it right, you tend to attract more qualified, targeted leads than you do by reaching out to people at random or pushing a sales pitch on somebody who might not want it as per direct marketing tactics. Most of the inquiries I received were on target, which helped me have a high close rate of over 50 percent. It also helps that I’m quick to write up and send proposals and contracts. This netted me approximately one new client a month.

However, there was one major problem preventing me from growth: My lead pipeline was not even close to big enough! I still had too much time on my hands after doing my client work and creating my own content and sharing it to my own networks.

I began to ask myself the same question my clients ask me:

How do I get more leads and clients?

I was in a predicament. I wondered if by resorting to any outbound tactics I would be betraying my “religion” and tacitly admitting that content marketing doesn’t work or that I’m no good at it. Perhaps, even by seeking any outside help for marketing whatsoever, I would be undermining my own abilities. Would I be a hypocrite? A phony? I was suffering from a major case of “impostor syndrome.”

I’m adamantly against cold-calling and spam. I wanted to reach out to people in a way that would still provide value and be empathetic to the time and needs of others. But how would I get more leads in the pipeline? Do I focus more on branding and content or sales?

I learned that the answer is both.

Building a brand and sharing content on social media is a highly effective form of marketing (so long as your content is good). However, building a brand either for a company or a personal brand takes a lot of time and work. Rome wasn’t built in a day. It takes time to gain an online presence with an engaged following large enough to matter and sustain your business. Your efforts to build lasting relationships will pay off in the long-term by getting you more leads and sales than other types of marketing or advertising ever could, but in the meantime, you need to generate consistent cash flow.  The sales you make act as fuel to keep your business afloat and some of the cash you earn should be allocated toward branding and improving your content marketing so that you can attract more business.

I realized that it is not at all hypocritical to do both long-term branding and relationship-building as well as direct, outbound lead generation and sales. Nor is it a sign of weakness for a marketer to delegate some of that responsibility to others or use certain tools to help.

Two Outbound Tactics I’ve Adopted:

1. LinkedIn DM (direct message)

LinkedIn DM

Over the past two weeks, I’ve grown my LinkedIn connections from 1200 + to 1808 and counting. My profile views are up 20% from last week at 493 profile views.

I’ve been sending connection requests to all kinds of people on the platform. While some may object to this practice, I don’t think many people on LinkedIn mind accepting requests from people they haven’t met. After all, it builds their own network as well. It’s become common practice at professional networking events, such as the ones I attend in Manhattan, to simply add people on LinkedIn who you only spoke to for a few minutes — sometimes in place of exchanging a business card!

At times, I add people at random who are suggested to me from my LinkedIn network, but I also search for people by job title e.g. CMO, marketing director, marketing coordinator, CEO etc. and send requests to people with those positions. Some of the people I message are decision makers and others are people who are close to decision makers and tasked with hiring outside marketing firms.

After linking in with someone, I send them a personal message. Yes, it’s often taken from a list of about five prewritten responses, but I address each person by name and send a message that matches the person’s job title or area of specialty. Occasionally, I tailor it to be more specific to the individual.

I’m not a fan of automating human interaction, but I try to scale while still remaining human. Every day, I spend time going through all my new connections and send them these messages one-by-one, sometimes to over a hundred people in one sitting. If they reply and express interest, I send a follow-up message that is personal and crafted specifically for them.

Since I started doing this a couple weeks ago, I’ve received a number of inquiries, one solid lead for whom I’m writing up a proposal, and about a dozen meetings with people who I can potentially collaborate with or hire.

LinkedIn direct message is an extremely smart tactic for any B2B business or sales professional (Instagram DM and Facebook messaging is great for B2C). As long as you demonstrate awareness of who the person is and what they do and don’t open the conversation with a sales pitch, LinkedIn messager is a great way to network and gain access to people who can help you grow. It’s a direct form of communication tat doesn’t interrupt someone from what they’re doing.

LinkedIn has introduced a cleaner UI and various features, such as video, to become a “stickier” platform enticing users to increase the amount of time they spend there. LinkedIn is quickly becoming an engaging and interactive content-rich platform that’s very similar to Facebook. If you’re not already using LinkedIn DM and the social network as a whole to build your brand and grow your business, then I highly recommend you start becoming more active there.

If you’re scared to slide up in the DM, I urge you to get over it. Sure, you’ll get a lot of no’s and responses saying something like: “Thank you, we’re not interested at this time,” but every now and then, you will get a yes or a warm lead and potentially a new client, customer, or valuable relationship.

2. Outsourcing a lead generation service

This tactic costs a little money depending on how you go about it. As a marketer, you may feel funny about the idea of outsourcing some of your own marketing, but if you want to grow and remain focused on your own clients, don’t be afraid to receive assistance that complements your current marketing efforts.

While the idea of using a lead gen service or utilizing any form of outbound marketing kind of turned my stomach at first, I’m excited to see where it will go. I commissioned a friend who used to work for Salesforce and now does this sort of work on a freelane basis. He was nice enough to give me a huge discount and introduce me to an app that uses analytics and certain metrics to score the online presence of different businesses and helps me find ones that the app determines are lacking in their social media marketing. Until I see results, I will refrain from recommending it, but if it’s any good, I will let you know!

If you’re starting a new business, don’t be afraid to try a wide variety of marketing strategies and tactics that will help you get in front of your target audience and attract new clients or customers. Obviously, do your research so that you don’t waste money or time on things that have little chance of succeeding, but don’t hold back.

Exhaust every avenue. Try things. Deploy a mix of branding and marketing. Create content and also pursue direct sales. Don’t discount something without first learning about it or testing it. Your business depends on it!

 

To Win, You Need to Make the Time

You want your brand to get noticed?

You want the leads to come to you?

You want to grow your business?

Then you need to create content.

You need to create quality content that provides value to your target audience on platforms that have your audience’s attention, such as Facebook, LinkedIn, Instagram, and Twitter frequently and persistently.

Depending on your brand, your content might be entertaining, educational, or inspiring. It might be helpful, motivational, or funny. But, it must provide value to your audience and the content must be in the right context — shared at the right time, for the right people, and created in a way that it appears native to the platforms on which it appears.

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You will only succeed once you commit yourself to creating content on a consistent basis and sharing it with the world. There is enough time. But you have to be willing to sacrifice some nights and weekends or times when everybody else is enjoying their leisure.

Most of your content creation is not going to take place during your traditional work hours. You’ll never get the time. You have to make the time. Set aside a block of time each week for creating content or working on your content distribution strategy. A little planning will take you or your organization a long way.

In a world where there is so much competition for consumer attention, it takes a great deal of effort to get the market to care about what you’re doing. Content marketing is not a short term marketing strategy. Even if you create good content, you need to earn audience engagement consistently. It takes many interactions before a purchase is made. But, if you stick with it, focus on the needs of your audience, and commit to providing them with as much value as possible, you will eventually build a brand and earn your audience’s trust. Once you have their trust and their attention, your hard work will pay off.

It takes a lot of time and effort to amass brand equity, but once you have it, you can leverage it to advance your business objectives. However, to stay on top, you will need to continue putting out content and keep the momentum going.

Content marketing cannot be seen as something “extra” for whenever you get around to it. As entrepreneur, vlogger, and marketer, Gary Vaynerchuk so aptly puts it, most brands are playing it “half-pregnant” and that’s why they never see results. You need to invest the time, money, and people to create and distribute content effectively. If you want to reap the rewards of content marketing, then you need to understand that it doesn’t happen overnight. To break through the noise, it takes a ton of patience, grind, and scaling the unscalable.

If you’re not ready to do the work and you can’t afford to invest the resources necessary to make it happen, then you’re not yet ready for branding and content marketing. To succeed with content marketing, you need to go all in and stay focused.

Who Cares What They Think?

Recently, a client sent me the following message:

“Most of the people that I’m getting attention from on Facebook are all the people I am not so interested in sharing that part of my life with.”

When I explained to her that it’s impossible to ONLY reach the people whom she wants to buy her service without also attracting the attention of others, she replied with a text that revealed what was truly worrying her:

“It’s just weird when I walk down the street and ppl are like u started a business?? If it doesn’t work out I would die of embarrassment.”

So often, what really holds us back is a fear of failure or, more truthfully, a fear of what other people will think or say if we fail.

But, as I explained to her, what will happen will happen regardless of whether people know about it or not. And, if you want to get on the radar screens (or mobile, tablet, or desktop screens) of your target audience, there’s no way you will be able to escape also getting attention from people who know you or people you don’t necessarily want to know about your business venture. Today, it’s impossible to hide if you want to make an impact and attract any sort of attention.

And, if they judge, so what? Most people who judge or poke fun are people who are jealous, insecure, or too cowardly to do something themselves. Most people lack the courage and conviction to try.

Let your metric for success be: Putting yourself out there and making the attempt.

That’s already so much more than what others will do. A huge part of sucess is just showing up — and showing up day in and day out, again and again. Persistence and perseverance is a common thread that weaves together between most success stories. And a great number attempts — even failed ones — will increase your likelihood of doing something that actually succeeds. As Seth Godin says, “the one who fails the most, wins.”

Don’t allow your fear of failure or the negative comments of the naysayers get in your way of trying your damnest to make your dreams a reality! If it doesn’t work, you can always learn from it and try something new. But, don’t waste your time worrying about the thoughts of others, many of whom are simply not brave enough to do what you are doing.