Category Archives: Tough Love

Lorrie Thomas
Digital Marketing Alone Will Not Make You a Superhero

I sometimes feel like I am punching people with tough love when I break the news that digital marketing is not going to make them successful. Digital marketing is absolutely part of the equation, but the tools need to be driven with some serious human KAPOW to really pack some punch into the equation!

YOU (not the tools) will make you successful!

Look at web marketing (websites, online advertising, social media marketing, search marketing, etc.) like this:

YOU are Batman, Web Marketing is Robin. Stay with me on this one….Batman is the leader, the one on the front lines while Robin acts as your trusty sidekick – he has your back, but he’s not going to make it alone!

Batman is NOTHING without Robin, but Robin could not strike out on his own and be ok either. It’s a synergistic dream team!

I love to help people build and optimize their marketing so it does act as a trusty sidekick – making you look good, reinforcing your message, keeping you out there, communicating, serving, supporting and selling…(it has your back!)

Digital Marketing will not magically make you a superhero. When you get in the hero mindset and are really ready for success, then the tools become VERY useful!

You grow when you have a great support system in place. Make sure your digital marketing is optimized to brand, build and boost business, when it is, you’ll be in much better shape to pack some marketing POW! into your business.

Remember: You can’t hide behind your computer and expect to make money honey!

Marketing is the act of building awareness, connecting, communicating, serving, supporting…all to make sales.

Don’t count on digital marketing to do it alone, get in the mental mindset to have your superhero pants on at all times!

Lorrie Thomas
If You Build It….They Won’t Come

In the movie Field of Dreams, the protagonist (played by Kevin Costner) hears a voice in his Iowa cornfields…”If you build it…he will come.”

It doesn’t work that way with web marketing.

If you launch a new website, blog, Facebook page or anything online, people will not come unless you make an effort to get people to come!

Marketing is about making relationships. This is not a passive act. Relationships take effort, energy and enthusiasm.

Web marketing includes online advertising, email marketing, search engine marketing, social media marketing and content marketing. If you don’t act, don’t expect anything to happen.

If you want results, you must be genuinely enthusiastic about what you are offering. You have to be willing to put in the effort (which might include hiring help to delegate some of the work). Lastly, you need energy…positive, proactive energy. While this might sound a little woo-woo, in the 10+ years I have run my digital marketing agency, my most successful clients are the ones who radiate energy and put energy into voicing their value and values.

Web Marketing RxNeed a Healthy Dose of Marketing Rx? Take 3 V’s:

1) Offer Value to your customer by sharing content (that has value to them) and communicate your value
2) Marry your with content with your Values (this will help you attract your ideal client)
3) Publish content consistently to solidify your Voice

 You will have a great voice online when your web marketing communicates your value and your values!

Virtual Marketing Hugs!

 

 

Anne Orfila
Old School Rules Still Apply in The New Web World

I have been in the wild web world longer than many of you who are reading this. I’m a Gen X, not a Millennial. Most likely, the biggest differentiating factor between me and a Millennial who is doing the same type of web marketing work as I currently am, is that I worked in an office. Sure, sure, you’re saying that so have you. But my first job was in a serious mega corporation that wasn’t full of young people aspiring to hit it big with IPOs and stock options. My employer was already on the stock market and I had the bigwigs from New York breathing down my neck for sales revenue reports, forecasts, and whatever else they needed. This also happened to be my first job out of college. I was young, but eager to be a team player, and a fast learner. What I learned in those 3 years of corporate life was something I have taken with me to every job since. Old school office etiquette works wonders. Even in this current fast-paced web world.

Mind your manners in the wild web world. What is old school etiquette in the office? Basically, it’s using proper manners in the workplace. Etiquette applies to “netiquette” too! Show respect to your coworkers and their privacy, speak (or email or call) politely, mind your (political, religious, controversial) opinions, use “please” and “thank you” whenever appropriate, keep your voice down, ask to borrow other people’s office supplies, keep team members in the loop, show up to meetings on time, stay at home when you are sick (unless you are already home, then just be thankful for your work-from-home job!)

I’ve been working at home for more than a decade, but I never let my etiquette slip. Since my clients, and Web Marketing Therapy coworkers are all over the U.S., all of my work and most of my correspondence is done electronically so my office manners have been transposed a bit to fit the web world, but the gist is still the same.

Follow These Old-School Rules in Today’s New-School Web World:

  • Keep your emails clear, polite, to the point, and prompt. If there is something you need, be clear to ask for it…nicely!
  • Emails should not be one word or in all lowercase. I don’t care if you reply from your phone! You don’t talk in one word sentences (and even if you do), your emails should not just be one word sentences.
  • Address the recipient with a pleasant greeting such as “Dear xxx”, “Good Morning, xxx”. Not “Hey”
  • Confirm receipt of work emails from clients, even if you haven’t completed it. Occasionally something doesn’t get delivered and if your client is used to a confirmation, than they’ll know if you haven’t received their email.
  • Use “please” and “thank you” whenever necessary.
  • Your email subject needs to reflect what your email is about.
  • Don’t forward anything personal (jokes, political statements, funny cartoons, chain letters, etc.,) to clients, even if you are on “friendly” terms.
  • Stick to a basic font (Arial, Helvetica), in a “regular” size, and use black.
  • Do not use ALL CAPS, EVER.
  • No profanity belongs in any client email.
  • Temper the exclamation points, the bolded words, and underlining.
  • Avoid shortcuts for words: “u” for “you”, “bc” for “because”, “gr8” for “great” and so forth.
  • Use emoticons sparingly.
  • If there are multiple people on a message you receive, decipher whether it is appropriate to “reply all” or to just reply to the sender.
  • Keep your client or coworkers in the loop. You may be half way through a project, but it’s always nice to send them a brief status email update so they know that you are working on it.
  • Sign off your emails with a pleasantry such as “Sincerely”, “Warm Regards”, “Kind Regards” and include a signature with your contact information.
  • Notify clients and coworkers of vacations or times when you are away from your office.
  • Use your out-of-office assistant when taking extended time away from work.

Whether you are Gen X or a Millennial, don’t be afraid to throw in some old school office etiquette in the new wild web world. After all, courtesy, respect, and professionalism never go out of style.

Lorrie Thomas
Have You Evaluated The People in Your Life Lately?

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I love this quote from motivational speaker Tony Gaskins: “Evaluate the people in your life; then promote, demote, or terminate. You’re the CEO of your life.”

I often hear my clients say “I have a really hard time with my ________ (insert web, design, marketing) vendor” then they go on to say why. You don’t have to tolerate mediocre!

We are the product of the people we associate with – personally and professionally.

Think critically about your people and make sure they count!
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Kelly Kohen
Digital Marketing Netiquette – Mind your Grammar!

I am currently volunteering in my son’s 3rd grade classroom during their writing hour. My job is simple, to make sure they have a capital at the start of each sentence and punctuation at the end, use proper grammar, check their spelling and make sure they have clear and complete sentences. While the rules are simple, the kids still need constant reminders for these tasks.

You may be asking, “What does 3rd grade writing have to do with digital marketing?” Amazingly, A TON. At Web Marketing Therapy, I help proofread copy for our clients, anything and everything: social media posts, blog posts, meta data code for SEO, press releases, website copy, copy in images and more. We often find spelling and grammatical errors-it happens to the best of us. We also stage interventions when we see clients blogging sloppily or using poor form – it’s a major credibility killer! My healthy digital marketing advice is to exercise proper netiquette, ALWAYS proofread your writing!

Here is the checklist I use when volunteering in the classroom. More adults need to respect these rules!checklist

Remember, the way you write is a reflection of your brand!

With technology today, it is a quick and easy step to use the built in tools of spell check and grammar check before posting your work. Be sure to use them. If writing isn’t your strength, have someone proofread your work! Asking for help is a small step that makes a BIG impression!

Mind your grammar manners!

Spell and Grammar Check Your work

 

 

 

virtualwordspecialist
Therapy for LinkedIn Network Neglect

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I was doing a little self-help this week and completed an audit of my social media accounts. I was disappointed to see how badly I had neglected LinkedIn! As a social media marketing professional, I was ashamed! But I got over the negativity and moved to positive action. First, I admitted I had a problem and came clean to The Marketing Therapist®, Lorrie Thomas Ross (which I sent via LinkedIn’s email to start using it better! Then I devised a plan to become a more active and social member of LinkedIn.

My therapy was a recent Social Media Examiner article titled: “5 Tips to Build and Grow your LinkedIn Network”. I used these tips as a guide while I set up a solid LinkedIn foundation and implemented steps to better management of my account in the future.

Below are the five key strategies I used:

#1 Update your status frequently and consistently. Eeek! It turns out the last time I posted anything was more than a year ago, so I used a recent Web Marketing Therapy blog post I created about humor in the workplace to update my account.

According to Social Media Examiner, only one third of LinkedIn members visit the site every day and another one third visit the network several times a week. Considering those statistics, here are some suggested best practices to becoming an active LinkedIn member:

  • Update your status on the actual site itself at least three times a day, versus using third party tools. This allows for full control of your message and genuine engagement.
  • Share and comment on the updates of your 1st, 2nd and 3rd degree connections at least once a day.
  • Send an invitation to connect to at least one new person per day.
  • Start and/or participate in LinkedIn Group Discussions three times a week.
  • Answer questions on “LinkedIn” answers three times a week.
  • Comment on profile updates from the companies you follow once a day.

#2 Build Connections Constantly. The easiest way to do this is to click on the “people you may know” link at the top right of the page. You can message these people directly and invite them to connect. You can also see how many shared connections you have with that person. Since making that request, I have doubled my network!

# 3 Be Strategic about When You are Active on LinkedIn. Studies show that LinkedIn members engage more in the afternoons and in the evenings when they are more apt to use the mobile site. It is important to test the best participation times unique to you for highest visibility. Also recommended is to mix it up and track the results of most communication.

#4 Join and Actively Participate in LinkedIn Groups. Social Media Examiner suggests the rule of thumb is to pick three to five groups to be active in and join in the conversation. I have never used this incredible connecting tool before and yet, groups are a vital part of the networking experience. Statistics show that 81% of LinkedIn users belong to at least one group. Of these people, 52% participate in group discussions. Connecting is “key.” I chose a few groups to join that I knew I would engage in professionally. To do this, I clicked on Interests at the top of the page and typed in a few keywords that best suited my expertise and interests.

#5 What You Share Matters. This is most important with LinkedIn. To be successful, you need to consider what would be useful, relevant and informative to the audience you want to attract. Then tailor the content such as news, articles and insights to meet that need. Consider the goals of sharing to be the following:

  • To become a thought leader whose content gets read.
  • To become a great resource for your audience.
  • To engage with your audience and create a dialog.
  • To share content others want to share to their own network.
  • To help increase visibility through the use of “share worthy” content.
  • To use LinkedIn Today to gather popular, trending relevant content.

After implementing the 5 Steps, I did a little self-diagnosis and self-prescribed the following: log in three times per week and engage each time with connections and groups. After coming clean, it’s time for me to stay on the straight and narrow path of quality, consistency and frequency. Whether it be a business or personal account, if your LinkedIn story sounds similar to mine, we can help with a little intervention session. You may be surprised how fun the healing process is.

Ah, I feel better already!

Sources:
Social Media Examiner post: http://www.socialmediaexaminer.com/5-tips-to-build-and-grow-your-linkedin-network/

Another Social Media Examiner resource: http://www.socialmediaexaminer.com/optimize-your-linkedin-profile-for-more-exposure/

LinkedIn Today: http://blog.linkedin.com/2011/03/10/linkedin-today/