Online Marketing: Like Going Down a Rabbit Hole

If you’re looking to learn about social media and online marketing, you’ll find there are plenty of courses to choose from. Many focus on specific aspects of social media or online marketing so you can pick and choose the courses you want.

That’s great. But there’s one drawback….it’s all piece meal. You learn about landing pages from one source and Facebook marketing from another. You get tips on building your LinkedIn and Twitter profiles from another. You can even take courses about content marketing and get tips on blogging. It’s overwhelming.

How do you know what’s right for you and your circumstances?

Just because someone is having tremendous success with Facebook doesn’t mean you will….not if your ideal customers are spending the bulk of their time on another platform like LinkedIn or Google+.

So you have choices to make. You can try to figure it out on your own, enrolling in many of the excellent courses by the various online marketing gurus, or paying $30 a month on Lynda.com for thousands of different courses. Or you can try out my course at http://bit.ly/MktgSolopreneur.

I’ve utilized a systems thinking approach® to marketing that starts with where you want your business to be at some future date and why you chose to be in business, rather than just how to do various online marketing projects. I’ve also incorporated best practices from the online marketing gurus, and applied them to a specific focus – helping entrepreneurs, consultants and solopreneurs put together a marketing program that works for them. The focus is on using LinkedIn, Twitter, landing pages, email marketing, and content generation as the tools to attract your target audience, your ideal prospects, and eventually convert them into clients.

It’s comprehensive, targeted, and has step-by-step explanations of what you need to do to create and implement your social media marketing plan. I also provide resources that I’ve found very helpful that are either free or affordable to help you implement each phase of the marketing plan.

online marketing is like going down a rabit holeWith online marketing it’s easy to get drawn down a rabbit hole

But I’m the kind of person who needs to see the big picture first, to know what I want to accomplish, identify the steps to get there, and then set them in motion. In my years of doing online marketing, I’ve found how easy it is to get drawn down a rabbit hole and lose track of what you were trying to do in the first place.

Here’s an example:
Let’s say you need to create a landing page. So you set up an account on leadpages or Instapage and choose one of their templates. You start customizing it, and then you realize, “oh wait. I need to provide a lead magnet people can download.” (That’s the free item you offer in exchange for the visitor’s contact information). But guess what? You haven’t created it yet. Crap! You now need to get out of the program, and go record a video or write an article or an eBook, or find something else of value that’s relevant to your target audience.

So you get that done, and you get back into the program, and you realize, you don’t have any custom images. Crap again! You need to go find some images you can use (by paying for them or using a site like pixabay.com where you can download them free), or create your own. And you’ll need to resize them and make sure they’re the right resolution for online vs. print. Then you need to upload those images first before you get back into designing your landing page. “Why were you doing this you ask yourself? Oh, that’s right, it’s step one of my plan to attract a certain prospect and build my list. Hmmm….I need to make sure the images, video, ebook, article are the right ones for this target audience.”

Ok, so now you’ve got it all completed. You need to decide how you’re going to promote the page. Are you going to embed it on your website or use the landing page host? Darn. You need a custom domain, if you’re going to embed it or add it as a page on your website. Now you have to log into GoDaddy or some other platform to buy a custom domain. Of course you want to use key search terms that your ideal customer would use to search, but guess what, you haven’t done the keyword research yet. So first you need to do that. Then make a list of keywords you might use. Then check to see if they’re available as a custom domain (which they probably aren’t if they’re very popular). Wait. Why are you doing all this? Oh, right! You need this in order to put the landing page on your website!

See what I mean? It’s an endless rabbit hole, and sometimes, one thing leads to another, which leads to another, to the point where you just want to throw up your hands and say, “Get me outta here!”

That’s where online marketing consultants come in. I’ve tried to make this process simple in the course. No, I haven’t spelled out step-by-step examples like the one above because I don’t know what your business is, who your ideal client is, and what platforms you should use. I’ve had to generalize because there are so many options. If I tried to cover them all, the course would never be finished. What I’ve done is to create worksheets you fill out that cover the key questions you need to answer. Then give you the tools to focus on the primary platforms that make sense for consultants and solopreneurs. I’ve created my own videos that walk you through the process of filling out each worksheet. I’ve also demonstrated how to perfect and tweak your LinkedIn profile. And I’ve included videos by others who demonstrate how to do things like customize your Twitter profile.

Solopreneurs widgetSo now it’s up to you.

There is a huge amount of content built upon my years of learning and perfecting for our own practice. I hope you find it useful.  As a special promotion, I’m giving a 30% discount to the first 100 people who sign up for the course. There are still opportunities available, if you act quickly.  Just use the coupon code 30percent on the checkout page. There’s a link under the full price which says, “Have a coupon?”  Click that and enter the code 30percent, and you’ll get the discounted price.

Once you’ve completed the course, I’d love your feedback about its usefulness and ways it can be improved. Just fill out the survey at the end, or drop me a line at jeri at dennergroup dot com.

Idea Killers Squash Brainstorming Enthusiasm

By Jeri Denniston, Chief Marketing Strategist, Denner Group International

Takeaways: Idea killers are people who can dampen or destroy the enthusiasm in a brainstorming session. How you deal with them is critical to turning an unproductive session into a productive one, despite these participants.

SmartStormingWe’ve all experienced it. You’re in a meeting with your colleagues and the boss asks for ideas to solve a particular problem. As people begin to offer them, one person present puts a damper on every idea contributed. It may even be the boss.

In their book SmartStorming, co-authors Mitchell Rigie and Keith Harmeyer talk about brainstorming as a collaborative process that often generates interesting ideas and results. Unfortunately, amongst the participants frequently you’ll find a few idea killers who can turn the process into a less than pleasant experience. Here are a few offenders the authors list in their book. See if you can identify any of them in your organization.

Attention vampires. These people always have to be the center of attention. They push their ideas forward and tend to dominant the conversation, often putting a damper on the brainstorming process.

Dictators. Every idea is great as long as it’s theirs. This reminds me of the commercial where the boss says, “There are three ways to do this: My way! My way! and My way!”

Idea Assassins. These people love to shoot down ideas. They always see everything wrong about any new concept. Rather than looking at the positives, they are first to point out all the possible negatives and flaws.

Obstructionists. They over-complicate everything, bringing up unrelated information that seems related but really isn’t, derailing the flow of ideas. They tend to over-think everything.

Social loafers. These people show up but don’t participate, appearing bored or aloof, letting everyone else generate the ideas.

Wet blankets. These are the pessimists who instantly shut down the enthusiasm of the session. Even though the majority of their comments aren’t viable, they succeed in turning a positive mood into a depressing one.

On their website,SmartStorming, the authors offer a variety of programs to help trainers learn methodology to conduct effective brainstorming sessions. These include a variety of tools to strengthen problem-solving activities. What are some of the ways you deal with these idea killers when you encounter them? Let us know by commenting on my LinkedIn post. Or fill out the contact form and let us know directly.

Leaders – Are They Born or Made?

By Jeri T Denniston, Chief Marketing Strategist, Denner Group International  5-17-2012

Takeaways: Leaders can be developed although being born with the key talents gives one a head start. In-born qualities may only emerge through training. If no training is provided, then those qualities may lay dormant. Those who believe leaders are mostly born tend not to invest in leadership training programs.

Leaders-Steve JobsAccording to Psychology Today, the research estimates say that leaders are mostly made. What do you think? In response to a poll on LinkedIn in June 2012,  54% said leaders are trained, while 46% said it’s an innate talent.

The fact that leadership skills can be developed is good news. However, the research suggests that there are some innate talents that are key to making a good leader.  These include:

  • extroversion – the ability to easily connect with others 
  • assertiveness – being unafraid to state your opinions
  • risk-taking – being bold and willing to stick your neck out
  • intelligence – being smart and analytical, but also
  • social intelligence – having an understanding of social situations and interactions

This doesn’t mean that introverts don’t make good leaders. They do. However, they need to create a self-development plan to gain the skills they need to lead teams well.

Leaders are Born – a Dangerous Concept

The idea that leaders are mostly born is a dangerous concept, according to Psychology Today. Executives who believe this pay less attention to implementing leadership development programs. They tend to think that those with the “right stuff”, the natural talents for leadership, will create organizational success. But that’s not necessarily true.

Another reason why this is a dangerous idea is that those in-born qualities may only emerge through learning. In a recent study Psychology Today conducted, they discovered that while extroverts have higher leadership potential than introverts, that wasn’t necessarily the case when it came to social intelligence and effective communication skills. Those are learned skills.

Consequently, it’s best to focus on leadership development first, and take the necessary steps to grow the leadership talent within your organization, rather than only look outside for talent.