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5 Confessions Marketers Are Afraid To Admit, Even To Themselves

As someone who’s been marketing things online for about a decade, I can tell you first hand that the fear of marketing is real. It prevented me from growing my business in the earlier stages, and it still does from time to time.

It also held me back from taking on client work for YEARS.

But thankfully, I also learned that I’m not alone. In fact, most marketers can probably tell you at least one or two things that cause them anxiety when it comes to marketing. Here are 5 of the most common.

1. Can I actually market?

Can I Actually Market for marketing confessions

The kind of SEO results you want to be able to send to a client.

Maybe you’re looking at all the shiny emails in your inbox, trying to figure out how email marketing works, how SEO works, and it just seems like it’s too much. So you think to yourself, “I can’t do this.”

One of the biggest fears for marketing newcomers was echoed by Margo Aaron, founder of The Arena, the first virtual coworking space for solopreneurs.

“I hear from marketers all the time and it’s their biggest fear: Can I actually market?  

They develop niche expertise, like design or editing or SEO or headlines. But actually getting more customers into a funnel or increasing sales (or just awareness) for their clients – that creates impostor syndrome.

I definitely had this when I was consulting. It’s part of what’s been so fun about being on my own, I get to control the entire funnel and can actually judge my chops on their own merit (whereas with clients, you might control the website copy or design, but you’re not responsible for sending it traffic).” – Margo Aaron

Let’s get this straight. No one is born out of the womb knowing how to market. It’s a skill that we all have to learn, and it’s possible. It’s also always changing.

You don’t even have to go back to business school (unless you want to) because the internet is a goldmine of marketing resources. Find a course that teaches digital marketing skills or hire someone who can help you and teach it to you.

The other thing is that doing things for other people is HARD. I don’t care if you’re doing copywriting or mowing a lawn. Sure, I can mow my own lawn, but if somebody else is paying me for it (and paying me well), can I do it to their satisfaction? Maybe not.

The problem is that many people get stuck in the learning phase. Why? Fear. Every time you learn something, go try it out and see if it works for you. This is the only way that I know of to truly learn and get over fear and the imposter syndrome that many entrepreneurs suffer from.

2. I’m a spammer

“That they’re one of those spammy marketer types that everyone not so secretly HATES.” – Kaleigh Moore

I get it. You don’t want to come off as the person spamming everyone’s inbox or be the person behind the website with all the pop-ups. But there are tactful ways to get people’s attention without annoying them.
I’m a Spammer for marketing confessions

Please don’t be this guy. Do this instead.

Take for instance the businesses or person whose emails you can’t wait to read when you see them in your inbox. You don’t roll your eyes but instead, you’re excited to read them. What sets them apart from everyone else? TRUST.

They offer value, they delight, they sound like real people. They teach you something new or interesting. They are not pushing a sale every time they send you something.

When you give – whether that’s offering tips, resources free guides etc., and you are consistent – people will naturally show up at your doorstep when you have something to sell because by then, you’ve already won their trust.

And remember: attract, don’t chase. Chasing is what you do when people are running away. Chasing is what causes us to look for tools to do our jobs for us.

3. I want this tool to do my job for me

“If I buy this tool, it’ll put my marketing on autopilot.” – Me for my entire career, including the horrible purchase below.
I Want This Tool To Do My Job For Me for marketing confessions

But seriously, am I the only one who bought this?

If I asked you to write out the top three marketing “tools” you’ve wasted money on, you’d probably have to think for a second. Not because you don’t have three, but more because you have over ten and you’re just trying to rank them.

We’ve ALL bought tools hoping they’d do our jobs for us: make starting new relationships, getting sales, etc. easier.

The great thing about marketing in the 21st century is that there are many tools to help us automate tasks. We can schedule Twitter or Facebook posts for several weeks in advance or program promotional materials to be sent out automatically.

But this doesn’t mean we should try to put all our marketing on autopilot and pray for the best, especially when you’re just getting started.

No current clients or customers? You don’t need an outreach tool.

No social media followers? You don’t need a post scheduler.

In both of the above cases, you just need to start talking to people.

Most of the people trying to sell you on the dream of entrepreneurship are also trying to sell you some sort of product or tool. You don’t need them.

The world of marketing is always changing which means the strategies you use today will change next year or in less time, so while automation helps, it’s best to devise a strong strategy and keep yourself aligned with it.

And even with the right tools, the human part of marketing is absolutely necessary. Trends change, algorithms get rewritten, comments need responses, but what will set you apart from the rest is you. Your unique voice and perspective is a huge part of your marketing strategy whether you know it or not. And it cannot be replaced by any tool.

4. I’m just selling this to make money

I’m Just Selling This To Make Money for marketing confessions

“Depending on which side of the fence they fall on… That they might be selling something to get a financial leg up rather than something they’re 100% passionate about. Which, by the way, I don’t think there’s anything wrong with that, but sometimes I think those of us who don’t want to be a ‘sleazy marketing person’ go too far to the other side and think everything we sell has to save the world”. – Caroline Zook, Wandering Aimfully

The reason why many marketers struggle with this one is that subconsciously or consciously, we’ve been taught money is the end all, be all. Whether you believe that or not, it still doesn’t dismiss the fact that we all need money to survive.

service@paypal for marketing confessions

I realized this was true when I got on the email list of a famous joint venture (JV) marketer. He’s famous for setting up big affiliate programs and bringing a ton of affiliates on board.

Ever see a big launch where it seems like everybody was promoting a product? That’s probably him behind the scenes. But, what I didn’t realize is that most of the people promoting the product had never even seen it.

He’d sent out videos and slide decks and landing pages that told you all the giveaways they were doing for top affiliates and how to set up your affiliate account, but when I asked to see the product…

he told me it wasn’t even done being produced.

I asked how people could be promoting it without ever seeing the product and he could not, after five more emails, understand why I’d have a problem with that.

Authenticity matters more than ever in marketing so next time you promote a product (or even your own product) consider whether it’s making the world better for other people, or just yourself.

5. I wouldn’t buy what I’m selling

I Wouldn’t Buy What I’m Selling

That’s right, many marketers aren’t even sure about the prices they charge their clients. One marketer confessed he still struggles with pricing. Asking for $10,000 for a consulting agreement when he wouldn’t purchase that himself is a weird paradox for him. He KNOWS that the training he’d provide or the work he’d do is part of a larger six-figure budget in both cases.

“Even though I’d never buy this for myself, it’s still priced correctly. Yep. They’ve budgeted for exactly this. It’s priced at or below market it’s a good option logically but the emotion is what it is.” – Kade Dworkin

There are two main reasons why marketers feel this way:

  1. Lack of confidence in their own skills.
  2. Confusion about what the market rate is.

In order to overcome the first one, you must remember all you’ve accomplished in order to get to where you are today. This means the number of years you worked in a related field, the number of years you spent in school, or even just the soul-searching part of your life that brought you here. Those were all not easy things to get through but I don’t have to tell you that. Factor this in when you are coming up with your prices.

Second, If you don’t know what your competitors are charging, you’re missing out on crucial information. Find out what they’re charging. Do this for several people and you’ll have a good idea of where your rates should be, which should help you stop questioning yours.

You need to know that there are people in need of the skills you have who are willing to pay for it. Do not water down your commodities for clients who will not appreciate it.

The bottom line

Business marketing can be scary especially if you’re just starting out, but don’t let the professionals who’ve been in the game a lot longer scare you. Everyone had to start somewhere and just like any skill, the more you do it, the easier it gets.

Amazing talents or products do speak for themselves but in our overcrowded market today, you need to do marketing to lift it up, otherwise, no one will be able to hear you.

The best piece of advice I can offer is this: continue learning, and try what you learn.

Don’t be afraid to admit and confront these confessions.

That’s the only way you’ll truly get over your fears. Just remember that your skills and talents are unique and someone is looking for them. And when you find those people, charge what you’re worth but also deliver the heck out of the results.

By: Jeff Bullas

Forbes calls him a top influencer of Chief Marketing Officers and the world’s top social marketing talent. Entrepreneur lists him among 50 online marketing influencers to watch. Inc.com has him on the list of 20 digital marketing experts to follow on Twitter. Oanalytica named him #1 Global Content Marketing Influencer. BizHUMM ranks him as the world’s #1 business blogger.

Source: 5 Confessions Marketers Are Afraid To Admit, Even To Themselves

John Crestani

153K subscribers
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IKEA, Taco Bell, and Oscar Mayer Have a New Marketing Tactic to Target Millennials: Sleepovers

This weekend, a few lucky individuals will sleep in a hotdog on wheels, thanks to Oscar Mayer. In July, the hot dog maker owned by Kraft Heinz listed its iconic Wienermobile, a 27-foot-long van shaped like a hotdog, on Airbnb for $136 a night. The Wienermobile will be available for three nights only and will be parked in close proximity to Lollapalooza, the music festival now happening in Chicago.

In recent years, brands have discovered that Airbnb is more than just a home-sharing service; it can be a particularly effective marketing tool. Like Oscar Mayer’s Wienermobile, which counts more than 22,000 consumer interactions on social media since the start of its campaign, IKEA has pitched its showroom to overnight guests. Even businesses not known for bedroom furniture like Taco Bell have offered to let customers sleepover.

Some of these nightly stays are awarded through contests that people must enter to win, while others are available to anyone willing to pay. And while this strategy tends to be deployed by bigger companies, a brand need not be massive to benefit, says Jeffery Carr, a marketing and entrepreneurship professor at New York University’s Stern School of Business.

“The Wienermobile is just such an iconic thing. Everyone knows about it, even if you’ve never seen one on the street,” says Carr. But really, he adds: “It comes down to the uniqueness of the experience that the brand can offer.”

Take for example, the short-lived one-room hotel from the Venice, California-based bedding and towels maker, Parachute. The penthouse space, which the company pitched for $600 a night, also doubled as a testing studio to try out new lines. While this particular room wasn’t on offer through Airbnb, the idea was the same.

Here are some of the more unusual ways businesses have used Airbnb as a marketing tool:

A Night with the Mona Lisa

Airbnb and the Louvre announced a contest this past April in which one winner landed a night’s stay at the Louvre Museum at the end of the month. After a personal tour, the winning couple–a man and woman from Newcastle, Englandwere wined and dined near famous art works including Leonardo DaVinci’s Mona Lisa and the ancient Greek statue the Venus de Milo. They slept under a replica of the Louvre’s famous glass pyramid, designed to commemorate the structure’s 30th anniversary. This lucky pair was chosen from a pool of 182,000 applicants. The release, billed as a partnership between Airbnb and the Louvre, was widely covered in the press and a promotional YouTube video of the event has been viewed more than 130,000 times.

Tacos, Tacos, Tacos!

Taco Bell recently announced the launch of its pop-up hotel in Palm Springs, which sold out in two minutes when it became available June 27. This wasn’t the Mexican food chain’s first foray in hospitality, however; Taco Bell teamed up with Airbnb in 2016 for a contest in which one lucky winner and three guests could sleep over in one of its stores in Ontario, Canada. The “SteakCation,” as the company called it, was named for the Steak Doubledilla, a new menu item launched around the same time. The experience included a private dinner, snacks, entertainment and games, a private Taco Bell Butler, and a continental breakfast in the morning. Though the contest was only open to Canadian residents, it received international media attention from taco fans everywhere.

LEGO Lodging

In 2017, LEGO offered one lucky family a visit to the iconic LEGO house in Billund, Denmark. The winners received a one-night stay in the 129,000 square-foot hotel–which is made with approximately 25 million bricks–with meals and activities included. The stunt was a hit: Airbnb received more than 24,000 application submissions from hopeful LEGO fans.

The Potato Pad

In April, Airbnb unveiled an unusual listing available for booking in Boise, Idaho: a studio in the shape of a giant potato that goes for $200 a night. The Idaho Potato Commission originally made the potato in 2012 to commemorate its 75th anniversary. The 6-ton fake vegetable did several cross-country turns on the back of a semi-truck before settling down in its current locale, a 400-acre farm. Former tour spokesperson Kristie Wolfe designed the one-bedroom home. While the vacation home has received plenty of positive press, it’s unclear how well the potato has been booking, as Wolfe could not be reached in time for publication.

By: Lizabeth Frohwein Editorial Intern, Inc.com@LizabethFroh

 

 

Source: IKEA, Taco Bell, and Oscar Mayer Have a New Marketing Tactic to Target Millennials: Sleepovers

Can You Get a Degree in Content Marketing? Top Classes for Skill-Hungry Students of All Ages

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Before I co-founded my company, Masthead Media in 2012, the practice of content marketing was very much experimental. Very few people outside of the still-nascent industry had even heard the term before, and it was virtually impossible to find a single class–let alone a full certificate program–that focused on content marketing.

Today, content has become an essential way that brands connect with audiences and its a compelling career field with ever-growing income opportunities.  Because there’s so much interest among would-be students, several companies (and at least two universities) have begun offering courses designed to prep the next generation of content marketers.

If you’re looking to make a career transition, or simply want to expand your skills as a marketer, here are six programs you should definitely consider.

While I wasn’t able to find a university that offers a full-degree program in content marketing (I predict that time will come soon!), NYU’s School of Professional Studies does serve up this eight-session in-person course that focuses on the strategic planning side of content.

In addition to traditional lectures taught by an instructor, you’ll hear from real-world speakers who are actively working within the content industry and break out into smaller groups to work on projects.

During the course, you’ll learn how to align a brand’s goals with specific kinds of multimedia content, repurpose content to maximize its value, and use analytics to tell if your efforts are working. One hidden benefit to attending this course (where I’ve a been a speaker) is networking opps: many students already work for major brands and are in class to sharpen their skills.

Cost: $900

The T Brand Studio (the branded content unit The New York Times) is renowned for executing groundbreaking campaigns with major advertisers such as Delta, Netflix, Adobe, BMW, and GE. Together along with the School of the New York Times, T-Brand is sharing its extensive knowledge of content marketing with students through this five-course online certificate program.

This beautifully shot digital program details the specific tools the T-Brand Studio uses to create high-quality native advertising (a specific element of content marketing) on behalf of brands. Taught by current and former T-Brand Studio staffers, the courses include “Story Mining and Strategy,” “How to Tell Brand Stories with Video,” and “Thinking About the Other Side?” a video geared toward journalists looking to make the switch to from journalism to branded content.

Cost: $1,450

I’ve been turning to HubSpot for years for well-written, insightful articles teaching every aspect of inbound marketing and customer relationship management. Considering the emphasis that the inbound marketing company puts on education, I’m not surprised they developed an 11-course, 32-video series design to teach students the fundamentals of content marketing. What’s amazing is that you can watch the courses online in a single afternoon: It takes just 4 hours to view them all (the related quizzes will take you a little longer)

The Hubspot course will help you learn a basic framework for producing goal-oriented content on a consistent basis, and to create (and repurpose) content designed to please both people and search engines. It’s a great way to learn or brush up on the fundamentals of content marketing before creating and executing your own strategy.

Cost: Free

Even if you’re getting into content marketing because you’re passionate about words, it’s critical to understand how to use the numbers to help you tell a better story. No platform is more widely used to do exactly that than Google Analytics. Most major brands use GA to track how customers are interacting with their content–but content teams don’t always know how to interpret the numbers and use them to make strategic changes.

If you want to make use of all of that incredible data, take full advantage of Google Analytics Certificate program. The course is the gateway to learning how to set up analytics on a website, customizing the numbers and information that you’re viewing, and staying on top of changes Google is making to the program. The videos and quizzes are super short–and you can come back to where you left off during your last lunch break viewing.  For those looking to transition careers, having a GA certification on your content marketing-focused resume is a major win.

Cost: Free

Okay, I’m officially obsessed with LinkedIn Learning (formerly Lynda.com), which I originally begin using to amp up my skills as an amateur photographer. Now I know it has a lot to teach me about content marketing, too.

The site (and related app) offer thousands of individual videos and full courses focused on every aspect of content marketing, from SEO Keyword Strategies to Marketing on Instagram to Becoming a Thought Leader.

Because I watch these videos and courses on my commute (and can’t stream content while underground on the subway) I love that I can download and watch them offline. It’s also really nice to see comments and rating from other LinkedIn users which gives me a good sense of whether any individual class or course will be worth my time.

Cost: Starting at $25/month or free with LinkedIn premium memberships

SEO is one of the trickiest aspects of content marketing to master–but doing so is crucial to ensure the content you spend hours and hours perfecting will actually be discoverable by a wide audience.

Udemy offers an easy beginners course (2.5 hours of video, 7 hours of audio), to help you learn how to add valuable keywords, tags, and search engine vocab into your brand’s or clients’ content. You’ll also get a stronger understanding of how to write content with search engines in mind, and check out SEO case studies from the AARP and Southwest Airlines.

Udemy offers plenty of other content marketing courses, which, like LinkedIn Learning, feature ratings and comments to help you hone in on the course that’s right for you.

Cost: SEO training is free; most courses starting at $11 

 

Are we missing any other great Content Marketing courses or degree programs? Please let us know on social @mastheadmedia.com

By: Amanda Pressner Kreuser Co-founder and managing partner, Masthead Media@mastheadmedia

 

Source: https://www.inc.com/amanda-pressner-kreuser/can-you-get-a-degree-in-content-marketing

 

5 Steps to Create the Perfect Color Palette for Your Brand [Infographic] — Red Website Design Blog

Are you in the process of starting a new business? Need help choosing a colour palette that represents your brand values? Hannah Robinson Design share their guide to choosing your business colors in this infographic. These are the shades they recommend you need to choose: Bold Complimentary Neutral Dark Light Check out the infographic for…

via 5 Steps to Create the Perfect Colour Palette for Your Brand [Infographic] — Red Website Design Blog

Trezor Urges Caution After Discovery of Hardware Wallet ‘One-For-One Copies’ On Sale – William Suberg

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Cryptocurrency hardware wallet manufacturer Trezor issued a warning to users Nov. 19 after making what it called the “startling” discovery that rogue actors were creating and selling fake devices. Trezor, which together with Ledger and KeepKey forms one of the oldest and best-known wallet manufacturers, said that an “unknown” third party was distributing “one-to-one copies” of its flagship Trezor One device. “Trezor clones have been released over the years of our activity,” officials said, noting……….

Read more: https://cointelegraph.com/news/trezor-urges-caution-after-discovery-of-hardware-wallet-one-for-one-copies-on-sale

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Who’s In Your Online Shopping Cart – Brian Krebs

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Crooks who hack online merchants to steal payment card data are constantly coming up with crafty ways to hide their malicious code on Web sites. In Internet ages past, this often meant obfuscating it as giant blobs of gibberish text that was obvious even to the untrained eye. These days, a compromised e-commerce site is more likely to be seeded with a tiny snippet of code that invokes a hostile domain which appears harmless or that is virtually indistinguishable from the hacked site’s own domain.Before going further, I should note that this post includes references to domains that are either compromised or actively stealing user data…………

Read more: https://krebsonsecurity.com/2018/11/whos-in-your-online-shopping-cart/

 

 

 

 

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Why The Bull Market Could End in 2020 – Ben Levisohn

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All of us, at some point, must confront our mortality. So, too, must investors prepare for the demise of a bull market that began in the depths of the financial crisis in 2009. Yes, predictions of the end of this record run have been made before—and have been proved wrong. The rally has so far seemed almost indestructible, thanks to stable economic growth and the Federal Reserve’s easy-money policy. But many market strategists and economists see powerful forces converging that could finally trip up the bull. For one, the economy has been juiced by the tax cuts and fiscal-spending package that Congress passed at the end of 2017………..

Read more: https://www.barrons.com/articles/why-the-bull-market-could-end-in-2020-1530317447?mod=barpkt19

 

 

 

 

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Bridging The Gap Mega Self Help – Fully Done For You Info Product In A Booming Market And Cash In Without The Hard Work

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How many of times have you heard that saying? While it may make sense intellectually to most people, living out this saying is another thing altogether. You know it, and I know it. There are many things we know should work in our lives, but in reality, they don’t. They don’t even stand a prayer. Belief powers successful action. This is the reality. While we can say to ourselves that believing to achieve is possible for others, but not possible for us, we still have to confront this reality. If you look at any successful person, from multimillionaires to billionaires, to captains of industry……….

Read more: http://deals.blazewellnessresources.com/bridging-the-gap-sp1/

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