9 Ideas You Haven't Thought of for Your 2018 Marketing Strategy

9 Ideas You Haven’t Thought of for Your 2018 Marketing Strategy

It’s a new year and by now you should have completed your 2018 marketing strategy. If you’re ducking down in your chair because you haven’t, it’s okay, it’s not too late. If you have, great!

 

The marketing world is ever-evolving. Ten years ago, social was not a major component of the marketing plan and Facebook ads were not even an option. As the world changes, so does how we reach our customers. We are more mobile, more wired, in the technology-sense. When was the last time you went 24 hours without your smartphone? I honestly cannot remember myself.

 

Last year, social advertising took over, as did video. This year, those two will continue to dominate, but there are other creative ways to reach your customers – and stay in touch in with them as well. I’ve read article after article about the predictions and trends for 2018 and guys, what it comes down to is that businesses are going to have to get more creative – and more out of the box – as our digital world evolves. Before you throw your papers in the air and scream “it’s too much!”, it’s not. It’s not that hard. Really. I’ve put together nine ideas you probably have not thought of to incorporate into your strategy this year.

 

Install a chatbot to help with your Facebook page.

Facebook Messenger Chatbots are relatively easy to program and can help you respond to your messages while you are away or helping a customer. Facebook reported late last year they now see 100,000 monthly active bots on Messenger! These can help provide instant connections with customers, solving problems and helping with orders. It also alleviates the problem of the customer having to wait for a response when most expect a response within an hour.

 

Give LinkedIn another chance.

This is one I saw everywhere. The networking platform has undergone many changes since being bought by Microsoft. Included is an updated newsfeed and user interface. There’s not a lot of competition on the platform right now, and a weak algorithm, so it’s a perfect storm of opportunity. Plus there is a mindset change across professionals. They are tired of the nonsense in their other social feeds, so many are going back to LinkedIn.

 

Personalize the experience.

Personalization is something you will not stop hearing about. From emails to VIP exclusives, give your customers and clients a unique experience when shopping or working with you. 56% would rather buy from someone that recognizes them by name, and 58% from someone who offers recommendations based on past purchases. In the retail world, this is the big push as a lot of brick-and-mortar business is being lost to online stores. However, if you do this, make sure your personalization is genuine. Read more on that here.

 

Tell your story.

Customers and clients come to you for a reason – it could be for your work, a price-point, or something they saw. Let them get to know you by telling your story through your branding and marketing strategies. It’s what makes up the core of who your business is. Use your story throughout your marketing – social posts, blog posts, ads.

 

Have a plan for dark social.

If you haven’t heard of dark social, here’s what you need to know – it’s the conversations happening in private (think Facebook Messenger, SnapChat, Instagram DMs, WhatsApp, etc.). There is another world out there that you can’t reach entirely. Facebook is slowly rolling out Messenger Ads which will help, but make sure you know how to be a part of those conversations. My friend and mentor Mark Schaefer touched on this in his digital trends for 2018 post. The graph below that he shared showed how more people are going ‘dark’ –

Go with the group – Facebook Groups.

I’m not going to sugar-coat it. Facebook organic reach is down and it’s not going to come back up. You are going to have to run ads. You are going to have to get creative. You do still need your page though! Fortunately, Facebook now allows you to create groups through your Page – and here is where the potential starts. You can create a group for insider perks or for just general discussion. The engagement in these are much higher – but they do require more moderation and attention so make sure you have someone reliable manning them!

 

facebook group marketing strategy

 

Use text messages in your marketing.

One of the key reasons why SMS (text) marketing is so popular is the fact it is such an accessible and widespread way of contacting people. 98% of text messages are read within two minutes and more than 1 in 10 text exchanges in the U.S. are with businesses. This is an avenue that not a lot of businesses are using – and something you may want to consider! Here are two examples from businesses that I receive texts from below:

 

text marketing strategy

 

Survey your customers.

Always check in with your customers to see if there are areas you can improve, enhance, or even add! Your customers will (hopefully) give you honest feedback. Entice them for this information with a reward for a higher chance of engagement. Just be careful of Facebook’s updated Engagement Rules if you use a post on Facebook to do this.

 

Go LIVE!

Take advantage of the growth of video and go LIVE! Host a Q&A, broadcast from events, give a sneak peek of an upcoming product, or just take people behind the scenes of the business. Businesses are jumping on this – and 2017 saw a huge growth in this area so there are a lot of ideas out there! This is something that can be done on Facebook, Instagram, or Twitter.

 

 

See? Any of these nine can be done no matter your level of marketing expertise 😉

 

No matter what you decide to do this year, challenge yourself to be creative and go outside the box. Forget about the competition and just do you. Focus on your customers and provide the absolute best you can! And if you need help, we’re here anytime!

 

Which of these nine are you going to try?

The Problem with Oversharing on Social Media

The Problem with Oversharing on Social Media

We all know ‘those’ people. They may be in our family. They may be in our circle of friends. They may even be some of your employees.

 

I’m talking about the ones who overshare on social media. You know, give you the minute-by-minute detail of their lives and those who post endless selfies.

 

Social media is a place to engage with each other and have fun – share memories, share good times and bad, share experiences. NOT share everything short of when you use the restroom.

 

Oversharing on social media has become a problem. People are using platforms as their online diaries, broadcasting their personal grievances and details of their children’s lives for the entire world to see. I am going to drop some truth on you right now. The world does not care what your Elf on the Shelf did every night. The world does not care what your kids got for Christmas or their birthday (aside from maybe your family). The world honestly does not care about every detail of your life. Harsh? Yes, but those most vested in your life and that do care will do so offline.

 

What happened to personal space and privacy?

 

Psychology Today addressed six reasons people overshare on social media a few years ago, however the reasons still remain the same today –

  • Anonymity – Some people can hide behind usernames and not use their real names.
  • Invisibility – “It can be easier to say things from behind a keyboard when the other person (or people) aren’t looking at the poster.”
  • Delayed Communication – You don’t have to deal with comments and messages immediately.
  • Filling in the other person – There’s no body language to read.
  • It’s not real – Much like the first two, people drop their inhibitions and become someone else.
  • Lack of authority – People may disassociate someone’s offline identity with their online identity, causing them to blurt out something they would never in real life, say, in front of an authority figure.

 

In another article, the Huffington Post looked at three other reasons people overshare, and these seem to be more in-line with what we actually see –

  • Boredom – People are bored so they feel the need to post to fill up their time.
  • Egocentricity – People think they are the center of the universe and the universe cares about what they are doing.
  • Low Self-Esteem – People are seeking attention and validation.

 

Facebook has provided a solution to those of us who are tired of these types of posts taking up space in our newsfeed. You can now snooze people for 30 days or unfollow them – all while keeping the Facebook friendship in place. The offending party will have no idea you are no longer seeing their posts.

 

People unfollow businesses for posting too much, so what happens if the oversharer is a business owner? This is where the territory gets tricky.

 

I have often written on this blog about you being an extension of your brand/company, no matter if you are the owner or an employee, and everything you do online reflects back on that brand/company. If you are oversharing every sordid detail of your life, and you own a business, how do you think that may affect your business?

 

Very rarely does oversharing positively affect your business. More often than not, it will harm it.

 

So there has to be a balance, right? It’s called common sense.

 

You cannot be too careful in this day and age, especially when it comes to children. Being married to a prosecuting attorney I could write an entire post on why you should not post about your children online (and yes, he does get mad when I post anything that just might give details away about our daughters).  

 

Post personal highlights, not the details.

 

It’s okay if you do not post every day. People are not going to forget about you.

 

If you have something sensitive going on in your family, don’t post about it. Not everyone in your family wants it out there online – trust me on this one.

 

If you are only posting for attention and validation – DO NOT POST IT. This is the root of the majority of social media posts – people wanting attention and people seeking validation because they are missing something in their lives. What’s missing? I can’t say – only they know.

 

We all know oversharers – you may even be one and not know it (most do not realize it). Everyone needs to think before they post, whether they post once a month or once a day.

 

What advice would you give to someone who is constantly oversharing?

The ME Marketing Content You Loved in 2017

It’s that time of year again – time to look back at the content published on this site that you kept coming back to!

 

I personally appreciate everyone who takes time to read the content we publish and share it across social media. We are here to help you, the business owner, and make your marketing a bit easier.

That being said, let’s take a look at the 10 top posts published in 2017…

 

#10 – Using Your Millennial Target Audience as the Face for Your Company

Using Your Millennial Target Audience as the Face for Your Company

In this post by one of our former interns Drennen Saunders, she shares with us some tips when using millennials as the face of your company or brand.

 

Read it here: https://memarketingservices.com/millennial-target-audience/

 

#9: Facebook Marketing 101: Where Do You Begin?

Facebook Marketing 101- Where do you Begin

Facebook Marketing can be daunting regardless if you are a pro at it or if you’ve never done it before. In this quick and easier primer, we will get your strategy off on the right path.

 

Read it here: https://memarketingservices.com/facebook-marketing-101/

 

#8: THIS is the Facebook Content Your Fans Want You to Post

THIS is the Facebook Content Your Fans Want You to Post

In this post we shared research from Facebook and Sprout Social that showed what types of Facebook content fans want businesses to post. And you need to be ready to engage.

 

Read it here: https://memarketingservices.com/facebook-content-fans-want/

 

#7: Bringing Creatives Together with Influencer Marketing

Bringing Creatives Together with Influencer Marketing

This post gives 15 items to consider when either participating in or managing an influencer marketing campaign. A recap of James Ford’s talk from the Southern C Summit.

 

Read it here: https://memarketingservices.com/bringing-creatives-together-influencer-marketing/

 

#6: If Work/Life Balance is a Myth, How Do We Manage?

work life balance

This one took LinkedIn by storm! Work/Life Balance is a myth. Not everyone can balance it all to perfection, so how do we manage? Here are tips to manage your professional & personal lives.

 

Read it here: https://memarketingservices.com/worklife-balance-myth-manage/

 

#5: Making Facebook Advertising Work for Your Business

Making Facebook Advertising Work for Your Business

Last year, I was honored to lead a Facebook Advertising Workshop at The Southern C Summit (this year myself and Louise Pritchard of Pritchard Volk Consulting are leading a joint branding and social media strategy one!). This is the summary primer of that session.

 

Read it here: https://memarketingservices.com/making-facebook-advertising-work/

 

#4: Your Business Needs a Social Media Marketing Strategy Right Now

What to Expect When Using Social Media to Market Your Business

Your business needs a social media marketing strategy before you start actively using social media for you business. Here’s why – & the data to back it up.

 

Read it here: https://memarketingservices.com/social-media-marketing-strategy-now/

 

#3: 26 Social Media Statistics to Back Up Your Strategy

26 Social Media Statistics to Back Up Your Strategy

This was originally a guest post for My Social Game Plan that I was able to post on my site as well. Given are 26 social media statistics to help support any aspect of your social media marketing strategy.

 

Read it here: https://memarketingservices.com/26-social-media-statistics/

 

#2: 8 Common Social Media Marketing Mistakes & What to Do About Them

8 Common Social Media Marketing Mistakes & What to Do About Them

In this post we take a look at eight common social media marketing mistakes businesses make and our suggestions about what to do to help overcome them to get your business on track.

 

Read it here: https://memarketingservices.com/8-common-social-media-marketing-mistakes/

 

#1: 20 Facebook Statistics for 2017

20 Facebook Statistics for 2017

Go figure a post about Facebook would be #1! When Facebook hit 2 billion monthly users in the summer of 2017, we took a look at 20 Facebook statistics that shape the world’s largest social media platform, connecting the world and businesses.

 

Read it here: https://memarketingservices.com/20-facebook-statistics/

 

In 2018, we hope to bring you more content related to your marketing and social media strategies. Some may be long, some may be short, but our goal is to help YOU.

 

What was your favorite post on the ME Marketing blog this year? Share with us below! We’d love to know!

 

5 Ingredients For a Successful Holiday Social Advertising Campaign

5 Ingredients For A Successful Holiday Social Advertising Campaign

Whether or not we want to believe it, the holiday season is upon us. We see turkeys and pumpkin pie everywhere we go. The pre-Black Friday sales are going on. Christmas music is starting to filter through our radio stations.

Is your business ready?

The holiday season is one time of year that it seems advertising dollars are unlimited based on the traditional ads we see. Social advertising, however, has been slow to warm up to those levels. I believe that social advertising is more effective in reaching your audience – and this is coming from a former print advertising sales girl.

If you are using social advertising this holiday season, you want to make sure you are getting your biggest bang for your buck. In this article, I am going to share with you 5 tips for a successful holiday social advertising campaign.

You’ll find out –

  • Why having a budget is important.
  • Why you need to get creative.
  • Why you need to know your audience.
  • How targeting works for you.
  • Why tracking is a requirement.

Know your advertising budget.

In a perfect world, businesses would have advertising budgets as big as Santa Claus’ toy bag. With an unlimited amount of money to spend, just imagine what businesses could do. Unfortunately, that is not the case in our world. Company budgets are run tight, often cutting sales and marketing first. When you advertise online and do not set specific start and end dates, it’s very easy to run up a high advertising bill. That’s the last thing  company needs in the 4th quarter.

Having a budget is important because:

  1. It controls cost. You can keep track of where the money is being spent accurately.
  2. It’s easier to calculate ROI when it’s over. When you track the response of your ad against how much you spent, it’s easier to figure out that elusive number as compared to traditional print or broadcast ads.
  3. It shows you just how much you can accomplish with social advertising when putting it up to a traditional form of advertising.

Think outside the box.

Since so many companies are vying for your customers’ dollars, the gloves really come off where creativity is concerned. This is a time of year when you need to start thinking outside the box and leave your comfort zone. You need to be seen and heard among the Targets, Macy’s and Wal-Marts of the world. This is where creativity comes in. Think of the successful holiday advertising campaigns you’ve seen. The ones that come to mind to me are:

  1. Coca-Cola. The Polar Bears are so endearing that it makes an emotional connection with the audience.
  2. Hershey’s Kisses. The Kisses as bells playing “We Wish You a Merry Christmas” is my favorite holiday TV commercial. They have aired the same commercial every year for as long as I can remember. Continuity definitely says something.
  3. Elf Yourself from Office Max. 9 years later, people are still getting elfed each year.

Now take a look at what made these successful – it wasn’t your normal run-of-the-mill advertising – they set out to really connect with people. Whether it was from an animated character, musical chocolates or making an elf in your image – they all started as something outside the box.

Know who your audience actually is.

Ask any business who their audience is and you’ll see a lot of similarities – people who like to spend money and have money are just two. Knowing who your audience is and being able to relate to them is key. You’ll know exactly what to say – and how to say it. The way you’d phrase an ad you want moms to see would be much different from ads geared towards teens.

For example, you are a clothing store targeting teenage girls. For an ad targeting their moms, you would say something like “We help 14 year olds look like 14 year olds.” (Disclaimer: I’m a mom of a tween – trust me, clothes these days do anything but make them look their age – moms are looking for ones that do) For the tweens, it would be, “Look totes adorbs & wow your friends.” Just knowing how tween girls talk helps you relate to them and get in front of them easier.

Knowing your audience is much different than just knowing the demographic stats. Know what they like, how they talk, who they interact with. That will help you put together a more successful campaign.

Targeting is your friend.

Once you really know who your audience is, you know who and how to target them. Facebook and Twitter have hands-down, the best targeting options out there in the realm of social advertising. With these two platforms, you can get in front of your competitor’s followers (Twitter), target people based on their net worth (Facebook), get in front of people talking about or watching certain TV shows (Twitter) or target trendy moms specifically (Facebook), just to name a few.

Targeting will help you:

  1. Use your advertising budget more effectively.
  2. Get you in front the exact person you want to reach.
  3. Stay within the goals of your campaign. Your ad won’t be the needle in the haystack.
  4. Separate yourself from your competitor.

Track your ad’s performance again and again and… again.

Any social advertising platform includes analytics on how your ad is performing. Knowing what these metrics mean and how they are performing will determine the success of your campaign.

Tracking can show you:

  1. What wording and/or graphics work best. Use A/B testing to see what resonates with your audience the most.
  2. Your ROI. With social advertising analytics, you can see the number of impressions for your ad, the clicks and if you have a conversion tracking pixel installed on your website, the number of conversions. Take your number and compare it with what you spend and bada-bing – you have your ROI. Ask a print or broadcast ad rep if they can get that specific.
  3. How wise you are using your advertising dollars. This does relate some to ROI, but you can watch your ad and add or subtract money from your budget at any time. Is your ad off the charts? Add some more money to it! Is it totally bombing out? Then lower it.

Not only can these 5 tips be applied to your holiday social advertising campaign, but also to your everyday ads you run online.

Social advertising is going to become the dominant form of advertising. Just watch over the next 5 years or so. With people using their mobile devices more for internet searches and social networking or just doing pretty much everything online, it’s just a matter of time before we see more social ads than we do on TV or radio. Fortunately, social advertising is affordable for every business from your mom and pop store on the corner to the behemoths like Wal-Mart or Target.

Question is – how are you going to make it work for you? I hope these 5 tips help you out this holiday season. Have a tip you want to share? Comment below and let me know!

photo credit: roitberg via photopin cc

Facebook Marketing 101- Where do you Begin

Facebook Marketing 101: Where Do You Begin?

For all the bad press Facebook has gotten recently in regards to fake news, Russia, and the removal of advertising options, it’s still one of the first places you need to go to start your social media strategy.

 

So why use Facebook?

 

  • 79% of American adult internet users are using Facebook (Pew Research Center)
  • 76% of Facebook users log in daily (Pew Research Center)
  • As of July 2016, there were over 2 billion searches per day on Facebook (TechCrunch)
  • For my local readers – approximately 68,000 people in Bulloch County alone, ages 18+ on Facebook (which also translates into approximately 51,680 Bulloch County residents logging in each day to Facebook).

 

Of course, you do not need statistics to tell you why you need to use Facebook to market your business. I could list over 100 statistics to show you why you need to be on there. Simply ask people how they stay in touch with people and how they find out what’s going on. I guarantee you more than half of your answers will be ‘Facebook’.

 

That being said, I’ve put together a short and sweet primer below on Facebook Marketing 101, which originated from a Facebook Marketing class I taught at and for my local Chamber of Commerce. Let’s get started.

 

If you are going to use Facebook (and you should), where do you start?

 

Start with your “WHY”. Why are you using Facebook in the first place? Like anything you do on social media, everything you do on Facebook should come from your “why” and every goal you set should help you achieve it. If your actions to not attribute back to your “why”, start over.

 

If you are using Facebook, who am I going to target?

 

When thinking about who you are targeting, think about your “why” from above. Ask yourself these three questions:

  1. Why are you targeting them?
  2. Will targeting this group help you reach your goal in using Facebook?
  3. Is this group someone you want to actually spend money with you? (Remember, not everyone is your client/customer)

 

Like I mentioned above, if these groups do not help you achieve the goal of your ‘why’ statement, start over.

 

Now that I’ve decided to market on Facebook, what do I post and how often?

 

Think about your target audience – their likes, interests, etc. – and craft your content strategy around that. What is your online voice? Your Facebook presence is the digital extension of your brand. When establishing your voice – are you fun or serious? Sarcastic or punny? Are there common phrases your business uses? Take all of this into consideration.

 

Facebook did research this year into what people are looking for in their Facebook content. First, they found that people on Facebook want and value meaning, informative stories.

 

In their algorithm, Facebook looks at a user’s personal signals, such as “how close someone is to the person or page posting, stories they’d want to talk to their friends and family about, spend time reading, and videos they’d spend time watching.” Also taken into account is the post’s overall engagement.

 

People value content that is informative as well. Think about what you take time to read or share, or even comment on. It is content you find meaningful and informative. You should put yourself in the your audience’s shoes and post the type of content they will spend time on, much like you would.

 

Watch out for promotional messaging. 46% of Facebook users will unfollow a brand on social for posting too many promotional messages (Sprout Social). A good ratio to keep is 80% educational/20% promotional. For every self-promotional messages you put out, you need 8 that are not. You can share articles relating to your industry, tips, behind the scenes of your business, etc. Just do NOT publish sales pitch after sales pitch.

 

Second, Facebook found that people on Facebook value accurate, authentic content. Facebook users have told Facebook that authentic stories are the ones that resonate with them the most, so Facebook ranks those types of posts higher in the News Feed. Some tips from Facebook include:

  • Clear headlines – do not mislead the person viewing the headline.
  • Spam – “do not deliberately try and game the News Feed to get more distribution.”
  • Accurate Information – make sure what you are posting is true.

 

Be friendly and helpful in your posts, not snarky and sarcastic. Emotional connections drive Facebook shares. The science behind a viral post rests on our knee-jerk emotional reactions to it. The more extreme our emotional reaction to it, the more likely you’ll share it. In psychologist Robert Plutchik’s wheel of emotions concept, he identified the emotions that drive our sharing behavior. The inner circle denotes the eight emotions to think about when creating content.

 

Make sure to respond. People want you to respond to them. 68% of consumers want brands to participate in conversations they’re mentioned in, and 83% want brands to respond to them (Sprout Social). And the percentage of posts that go unresponded to? 86%.

 

Create your own graphics and if you do not, know where you are getting them from. Make sure any graphics you use are on-brand and most importantly, make sure you own the rights to them! You can create your own at Canva (a personal favorite!) or download free graphics at Pixabay, UnSplash, or Pexels.

 

Let’s briefly take a look at the six main post types on Facebook:

  • Status – simple updates, seen more commonly from your friends than pages.

  • Links – Trick: Post the status you want, then the link, remove the link preview altogether and add a picture to the post. This will get more reach than simply inserting a link and having the link preview on. Keep in mind, you can no longer edit the link preview!

  • Video

  • Photos and Photo Albums

  • Products. If you have a Facebook Store, you can add products into your posts.

  • Take action: Sign Up, Get Messages.
    • CTA posts to encourage your fan to take action immediately. Use sparingly.

 

Your post frequency depends on your business – it’s not a one size fits all, so be weary of every “Best Time to Post” article you read online. My recommendation? Post minimum 3-5 times per week, no more than twice per day, unless you’re at an event. To find out the best times for your business, look at your Facebook Insights to see when your fans are online and schedule/post around those peak times. (see example below).

 

What about Facebook Advertising?

 

Everyone is doing Facebook ads, you honestly, you may as well too. With Facebook’s algorithm, it’s almost a requirement to boost some posts in order for your content to be seen. But don’t worry – it will not bust your marketing budget.

 

On Facebook, desktop ads have 8.1x higher click-through rates and mobile ads have 9.1x higher click-through rates than normal web ads. Social media advertising is the most cost-effective way to advertise in this day and time, with Facebook leading the way with the various, and amazing, options available to businesses.

 

Here are some easy steps to setting up a Facebook Ad –

 

  • Step 1: Figure out what you are promoting and select an ad type. When running a Facebook ad, you need to know what you are promoting and why you are promoting it (much like your overall social media and/or Facebook strategy).
    • There are three decisions to make –

What are you promoting?

Will your ad run via auction or reach & frequency?

What type of ad will you choose? (Hint: Awareness ads are best for small budgets)

 

  • Step 2: Select an audience. Selecting your audience is the most important part – more important than the ad itself. When selecting your audience, you are narrowing in to target the ideal customer/client.
    • Your choices are to either –

Create an audience from the options you are given (which can make unlimited combinations).

Use a custom audience.

Use a lookalike audience.

 

  • Step 3: Ad Placement
    • Your choices for placement are:

Desktop

Desktop Right Side

Mobile

Instagram

Audience Network (this lets you extend your ad campaigns beyond Facebook to reach your audiences on mobile apps, mobile websites and videos. We use the same Facebook targeting, measurement and delivery to make sure each ad on Audience Network helps you reach your campaign goals at the most cost-effective price.)

Instant Articles (See more here: https://www.facebook.com/business/help/825186870955247 )

In-stream Video

If you’re not sure, Facebook will recommend using the default placements for your objective:

Brand awareness (including Reach & Frequency buying): Facebook and Instagram

Engagement (including Reach & Frequency buying): Facebook and Instagram

Video views (including Reach & Frequency buying): Facebook, Instagram and Audience Network

App installs: Facebook, Instagram and Audience Network

Traffic (for website clicks and app engagement): Facebook and Audience Network

Product catalog sales: Facebook and Audience Network

Conversions: Facebook and Audience Network

For more information on ad placements, visit: https://www.facebook.com/business/help/175741192481247?helpref=related

 

  • Step 4: Set an ad budget and schedule
    • Ah, the budget. Here’s where you determine how much you are going spend for your ad. You have two choices: daily budget (how much you spend per day) or lifetime budget (how much you want to spend for the entire campaign). Yes, you can run an ad for as little as $1/day but not every ad will let you do that. Here are the spend minimums:
      • If the ad set gets charged for impressions, its daily budget must be at least $1 a day
      • If the ad set gets charged for clicks, Likes, video views, or post engagement, its daily budget must be at least $5 a day
      • If the ad set gets charged for low frequency events like offer claims or app installs, its budget must be at least $40 a day
      • For more information on ad spend minimums, visit: https://www.facebook.com/business/help/203183363050448

 

  • Step 5: The ad. Now the second-most important part of the whole process – creating your ad. You can choose an existing post as your ad or you can create one from scratch. If you are creating an ad from scratch, you have 5 formats to choose from –

Note: Formats will vary based on the ad objective you have chosen.

 

  • Step 6: Track your ad. How do you know if you Facebook advertising is working (or did work)?
    • You can view the results of your ads in the Campaign Dashboard and view each ad (as shown above). You can customize your reports through Columns and Breakdown.

 

If you’d like a more detailed guide to Facebook Advertising, you can download my Facebook Advertising 101 Guide here.

 

Of course, how do I know if my Facebook efforts are working?

 

Welcome to Facebook Analytics!

 

There are many programs on the web that can pull detailed information for you about your Facebook page and your Facebook content (Sprout Social, Simply Measured, etc.), but Facebook Insights work just as well.

 

Here are some main metrics to track:

  • Engagement
    • Clicking a link, sharing your post, making a reaction, or leaving a comment
    • The more people interact with your content, the more they will see it and the more it will show up in Facebook’s algorithm because it signals to Facebook it’s popular.
  • Reach
    • The number of people your content is seen by by either paid or organic efforts.
  • Impressions
    • How many times your posts were seen (does include multiple views by a single person).
  • On your website – how much traffic Facebook is referring to your site. You can view this in Google Analytics.
  • Page Likes & Follows
    • Look for growth each month. Give yourself a goal of 5-10% growth each month.
  • Video Metrics to track:
    • Video retention – how long people are watching
    • Video engagement
  • Advertising Metrics to track:
    • CTR (click-thru-rate). Average across all industries is 0.9%. When Facebook sees your ads are getting impressions but no clicks, it logically assumes your audience doesn’t find the ad relevant. This can result in paying more per click and overall poor performance.
    • CPC (cost per click) & CPM (cost per thousand impressions). Average CPC across all industries is $1.72.
    • CPA (cost per action). Average cost per action across all industries is $18.68.
    • Ad frequency

 

That was A LOT of information thrown at your about Facebook Marketing. But it’s not all that hard and it’s easy to manage. Here are some tips:

 

  • Schedule Posts on the Page or through a program such as Hootsuite or Sprout Social.
  • Check analytics at least once per week.
  • Have a Facebook advertising budget.
  • Do not be afraid to go out of the box and try something new!

 

Facebook can be a great place for your business to see success in the social sphere. If this still seems daunting to you, don’t worry – we offer Facebook management in our social media management services and would be happy to talk with you about it!

 

Did I leave anything out? If you have questions about your Facebook strategy, contact me or comment below!

Digital Marketing Strategy

Digital Marketing Strategy 101 for Boring Brands

Over the past decade, and especially within the last five years or so, digital marketing has more or less infiltrated every area of our lives. Online advertising has evolved in leaps and bounds thanks to the internet and social media platforms.

You’re unlikely to escape the sponsored ads on Facebook, promoted tweets on Twitter, or those pesky popups on websites you like to visit – and everywhere else in between. We can thank the latest and greatest digital marketing plugins and algorithms (and other technical things, such as tracking pixels, which I won’t even pretend to understand).

Regardless of whether you consider current digital marketing techniques to be effective or “creepy/stalkerish,” many brands are finding success with using them.

In a recent article for TopRank Marketing’s blog, Ashley Zeckman pinpoints three attributes of a successful digital marketing strategy:

  1. Authoritative (having or showing impressive knowledge about a subject – Merriam-Webster)
  2. Credible (able to be believed – Merriam-Webster)
  3. Trustworthy (able to be relied on to do or provide what is needed or right – Merriam-Webster)

Sounds simple enough, right?

Sure, but how can I apply these digital marketing strategy attributes to my essential, but boring brand?

First of all, let’s determine what type of brand might fall into the “boring brand” category. These are brands that also want to creatively market their products, such as those for feminine hygiene, or medication for hemorrhoids, toilet paper, or auto insurance, for a few examples. You know, mundane things people don’t typically talk about in their everyday conversations.

And so, in a nutshell, the marketers for boring brands are tasked with creating and promoting brand awareness, starting conversations about and ultimately driving sales for these necessary, yet “blah” things – but for their brands.

For some time now marketers for this unique niche of brands are often left scratching their heads in the past when it comes to developing effective digital marketing strategies. They may be wondering, is it really necessary to “reinvent the wheel” just to gain more attention on the internet?

The short answer is, “yes.” Although many of us have become accustomed to seeing ads for these boring brands on television or hearing them on the radio, there is an entirely new and growing audience online. In my opinion, it’s just a matter of time before we fully embrace ads and other content for the so-called “boring brands” on the internet as well.

One issue the marketers or boring brands face is determining why their products and/or services don’t seem as easy to promote with the digital marketing tactics currently working for those not so “ho-hum” brands and how to work around it. The good news is that even though it may seem difficult to attract and retain an audience, it certainly isn’t impossible.

Scott Ayres has written an inspirational post for boring brands of all sizes for Post Planner, a social media engagement app. The post, which is titled, “36 No-brainer Social Media Tips for Boring Brands & Products,” provides an excellent list and resource guide that is perfect for creating content to use on social platforms or anywhere online.

Here are a few of Ayres’ tips you may wish to consider as you begin creating a digital marketing strategy for your own “boring brand”

  • Don’t be “salesy” — The 70/20/10 formula for content is ideal! This includes 70% informative, 20% other people’s posts, and 10% sales
  • Be personable — people want to see the personal side of your brand, and also use humor if appropriate
  • Share customer reviews/testimonials – potential clients often trust what others say about you and your brand
  • Create and share “How to” content related to your product or service through blogs, video or social media
  • Share posts from “experts” in your brand’s niche or industry

How real “boring brands” are finding real ways to reach their online audiences through digital marketing

As I have seen in my own experience there is truly no one-size-fits-all digital marketing strategy for any type of brand. There is a lot of essential research, testing, and trial and error involved in achieving success online.

However, there are several brands of various sizes and within different industries that are seeing positive results.

Here are a few examples:

1.  Charmin

Regardless of who you are, you probably (hopefully!) use toilet paper. It’s one of those essential, yet mundane products I referred to above with few marketable qualities.

In 2014, Charmin drummed up brand awareness when they launched a hugely successful social media campaign on Twitter using the hashtag #tweetfromtheseat. The tweets prompted interaction with the followers and provided some humor for the brand’s followers.

 

 

2.  General Electric

Although most B2B companies have had mixed results with their digital marketing efforts, General Electric (GE) has successfully boosted their brand using social media and other online marketing platforms.

One surprising platform where they have excelled in introducing their industrial products to a mainstream social media audience is Pinterest. Pinterest is still a widely popular visual platform. As of 6/8/16, Pinterest has 100 million active users according to Expanded Ramblings.

As for GE, Gina Hutchings says the following in her post for digital marketing site Receptional:

As a visual medium GE set up a ‘Badass Machines’ account to share images of not just their own work but also amazing innovations worldwide. The whole portal of the page is that ‘engineering is cool’ it’s new and exciting and something you would want to be part of.

 

3.  The Zebra

Car insurance is yet another one of those essential items people need. When it comes to gaining brand awareness it’s typically not an industry that attracts loyal online audiences by using the digital marketing strategy and techniques that work for more common consumer products.

The Zebra has taken steps to set themselves apart from some of the other car insurance providers online. As a startup in 2013, The Zebra’s goal was to be the “Kayak for auto insurance,” by aggregating quotes to provide car insurance shoppers with the best options. Consumers are also able to do this comparison shopping anonymously and without any obligation.

One unique way The Zebra is boosting its digital marketing strategy to attract the everyday, mainstream consumer is through providing free car insurance advice on demand through their website. Their page, “Ask an Agent,” promises fast, accurate, trustworthy – and 100% free – expert answers and tips from licensed and experienced insurance agents.

 

Zebra Ask an Agent

 

Which digital marketing techniques do you see working well for “boring brands”? What are other examples boring brands you think have been successful online? Please feel free to leave a comment below.

 

Picking Up the Pieces

Picking Up the Pieces

If you look back at the dates on my most recent posts, you’ll see I’ve gone almost a month without blogging. Yes, it’s been busy, but almost two weeks ago I was thrown a major curve.

My dad passed away. Unexpectedly.

We take life (and our businesses) for granted. We think we have another day, another week; look forward to that next project or quoting out the next prospective client. But what if that never happens?

I’ve been trying to ease back into work for the past week, since my dad’s funeral. I inherited his work ethic a long time ago – get things done, no matter what; put forth your absolute best; give 120%; never show your weakness – so naturally I was ready to buck up and move on and get on with business and life.

Easier said than done.

My concentration isn’t there. My heart just isn’t back in it entirely. I find my mind drifting when I’m trying to work on a strategy or even send a simple email.

So how do you pick up the pieces after you’ve lost someone and get back to work?

Slowly, yes. One day at a time, sure. This is my new reality. I easily thought once the funeral was done and over and I was back home I could get on with life and get back to work like I did after my grandmother (who I was super close with) passed last year. Well, in the words of Lee Corso, “not so fast my friend.”

My clients have been amazing throughout this. My Marketing Assistant/Community Manager Jenn Hanford has been an absolute savior keeping the ME Marketing wheels rolling. Everyone has been so understanding, but I’m struggling. I’m trying to give that 120% like I always do, but it’s just not there yet. It will come. Losing a parent is hard. Losing a parent too soon (dad was only 67, and yes, that’s young) is harder.

I know some of you have walked the road I’m starting down. It’s not easy and there are bumps along the way. My faith is holding me up. My husband, family, and friends are there too. And you as well.

So if you happen to see a piece I’ve forgotten to pick up along the way, just let me know and send it my way.

17 Tips for Connecting on Social Media

17 Tips for Connecting on Social Media

One mantra I’ve adopted while working in social media is to connect with intent. I have to have a reason to connect with someone because I don’t believe in connecting for the sake of padding my numbers.

A few years ago Jennifer Hanford and I did a series of 101 posts on the subject of connecting. In this post we’ve compiled and updated them, giving you a list of great tips to use when making new connections on all of the major social media platforms.

 

Facebook

With over 1 billion people there, Facebook, of course, is the largest social network. You will have many connection opportunities that span the globe. Here are 6 tips to keep in mind.

 

When Connecting Personally…

  • When connecting with someone on a personal level, make sure you know them. I know this sounds silly, but it’s true! I get friend requests from people all the time that I have NO clue who they are…even if we live in the same town. For me, I have to be able to place how I know them – an online group, a conference, school, church, etc. If I can’t, then sorry, we won’t be connecting today.
  • See who your mutual friends are. There are some that I do know but do not agree with who they associate themselves with. People will not admit it openly, but everyone gets judged by the company they keep.
  • Are the only online to play Farmville or Frontierworld or Cooking World or some other silly Facebook game?? There are some who are only interested in the online gaming and only want to be friends so they can move up to the next level. Unless you don’t mind your newsfeed being filled with endless game requests and “so and so just beat level 1,002”, I wouldn’t accept. Unless it’s your mom. Then you have no choice.

 

When Connecting Professionally…

  • I reiterate points 1 & 2 from above – since there are over one billion people on Facebook, for your safety make sure you truly know them.
  • If you connect with someone, do not invite them to every.single.page you manage. Same goes for events. There are those out there who connect only to spam you with “Like this page” or “Like that page”. That’s screaming a one-way relationship.
  • If your competition is wanting to connect, it’s okay, but be forewarned. I always joke to keep your enemies close, but your competition closer. Yes, it may seem like a good idea to accept your competition’s request to connect, but unless you’ve activated some really detailed privacy setting, they will get to see what you are doing. You may see it as showing what all you can do, but they will see it as things they need to do better or one-up.

 

Instagram

When Instagram was created by Kevin Systrom and Mike Krieger and launched in October of 2010, the service brought a whole new meaning to online sharing. Instagram, as you know, is known for its photo and video sharing (and selfies and pictures of your dinner plates). There are many ways to connect with the millions now using this network.

Instagram is a great social media platform that provides people from all over the world to share their personal photos with friends and family, and it is a great place for users with common interests to connect and come together to share and discuss content. Here are 4 main ways to connect –

 

Connect through Photographs

You’ve heard the old saying: “a picture is worth a thousand words.” And that’s absolutely true.  It is easy to connect with others by capturing the world from your viewpoint. Images allow us to connect with one another on a different platform simply by displaying a message to one another. Whether the message be about your experience at a concert or your favorite food, Instagram allows for others to discover and understand the world through photographs.

 

Connect through Exploring

One of the easiest ways to connect with others on Instagram is on the ‘Explore’ tab. This feature consists of 15 most popular ‘liked’ images from all over the world. This allows you to venture out and view images you may not see on your normal feed. While also providing different content, exploring can connect you to other users. The great thing about the explore tab is that it is constantly changing. It updates the most popular 15 pictures every few minutes, allowing us to connect to even more people.

 

Connect through Hashtags

If you are looking to connect with new Instagram users, adding a hashtag to the picture you upload is a great way to do so. Displaying a specific hashtag connects you with more like-minded people. This feature allows you to share your photo to a wider audience who probably would not have seen the photo without it. If you are at an event, use that event’s hashtag to connect with others there.

 

Connect through Stories & Live

Now that Instagram has Instagram Stories, you can tell a story while being authentic. People will see the real you. If you’re account is public, anyone following you can see these and some may just pop up in the ‘Explore’ tab. And much like Facebook’s Live option, you can go live on Instagram as well and connect live to people.

 

Twitter

I opened my first Twitter account in the fall of 2010 for the intent purpose of following University of Georgia football. Never in a million years did I think I could actually make friends and connect with businesses. It’s now my favorite social media platform to use for business. It’s the platform I’ve gotten the most clients from too.

I’ve written two previous articles on Twitter following – 8 Reasons I Won’t Follow You on Twitter and 8 More Reasons I Won’t Follow You on Twitter – that really touched on some general, cosmetic points. However, here are some deeper connecting tips for Twitter that will make you a more seasoned and polished Twitter user.

 

Connect with like-minded people.

In any business, reputation management is very important. People will look and judge you on who you are surrounded by. By following like-minded people, you will find a community you can grow with and learn from.

 

Tweet people you want to get to know.

Even though that person you want to meet has 100,000 followers, if you don’t tweet them and let them know you are there, they may never find you. I’ve developed relationships on Twitter with people I normally would not have access to simply because I started tweeting (and retweeting) them and started a conversation. Anyone reputable on Twitter will not ignore someone who is trying to strike up a conversation. It may take them a day or so to respond but the serious ones will respond.

 

Give credit where credit is due.

Did you like a blog article and tweet it? Give the author credit in the tweet. Liked a tweet and agreed with it? Again, credit the author in the tweet. When you credit the author it’s mentioning them and they will take notice. Taking the time to give credit to the original author or the one who shared it on Twitter (you can use “h/t” for “hat tip to”) will show that you care and are purposeful in using Twitter.

 

LinkedIn

Making connections on LinkedIn will help you realize the power LinkedIn holds as a social platform where professionals interact and engage with others.

First things first, you never have to pay to make connections on LinkedIn. The free version provides you with the same connection and networking abilities as the paid version. Secondly, you do not need to be an “open networker” to connect with anyone you wish, but know that most users prefer to connect with meaning and intent on LinkedIn. Unfortunately, LinkedIn attracts a lot of spammers, but the platform does provide easy ways to report and ban them. If you do not mind occasional spam and want to connect with a large volume of people from all over the world though, you may consider joining open networker groups.

 

Here are some of the basics to get you started:

 

Put your best foot forward with your LinkedIn Profile

  • Your profile gives people their first impressions of you so make it count!
  • Make sure your profile is complete and current with a professional picture, employment information and relevant qualifications.
  • Always be honest with the information you provide, especially if you are seeking employment or potential clients.

 

Where to find your connections on LinkedIn

  • One of the first places to find new connections is on LinkedIn’s home page when you are signed in. There is an entire section called “People You May Know.” Based on information you have filled out for your profile, LinkedIn makes suggestions for you. Do not be too surprised when it shows you people you may not really know.
  • You can also find people with whom to connect through the advanced search function. This allows you to search for people by name, company, job title or location.
  • Another way to meet people is through joining and participating in LinkedIn groups. People typically join groups in order to network with like-minded people. With a group association, it becomes easy to connect since you most likely have common interests.
  • As you connect with people, you become “1st-level” connections with them. You are then able to view their connections; their 1st-level connections are now your 2nd-level connections. You can also see when your 1st-level connections make other new connections. As a result, you now have a larger network and more people with whom you can connect directly.

 

Mind your manners when connecting on LinkedIn

  • When you are ready to connect, make sure you are sending personalized invitations. Introduce yourself when sending invitations to people you have never met, and briefly explain why you would like to connect with them.
  • When you accept someone’s invitation to connect or they accept your invitation, it is good practice to respond and thank them personally.

 

When using social networks and connecting, the quality of your own personal experiences depend very much on your own level of involvement. The more time you spend on those platforms and engaging with others, the more connections you’ll make.

 

Speaking of connections, Jenn and I would like to invite you to connect with us! You can find Jenn on Twitter at @jennghanford and myself at @memktgservices.

 

Connections make the social world go ‘round. What are some connection tips you would add?

 

An Online Etiquette Refresher for Business Owners and Entrepreneurs

An Online Etiquette Refresher for Business Owners and Entrepreneurs

As of 2016, 88% of American adults use the internet and 69% of online adults now use at least one social media site. Yet, probably more than a third of them act like a buffoon online – business owners and entrepreneurs included.

When you are a business owner or entrepreneur, what you do and say online can have positive and negative ramifications on your business. Yes, you can post freely, however when you are attached to a business or you are your business, the spotlight is on you more.

I decided to update and refresh some of my online etiquette rants and considering that state of the country (and world) right now, a little reminder doesn’t hurt, however this still has a business slant to it.

So, what do you (we) need to do?

Do not ignore people.

Much like how you wouldn’t want to be ignored in real life, don’t ignore someone online. If someone takes the time to respond to something you have out there – a tweet, a Facebook post, acknowledge it. People want to feel like they matter and ignoring them tells them they don’t. Same goes for blog comments. Even if it’s a simple thank you, you’ve acknowledged it. Something else to consider – I know we all cannot stand the generic LinkedIn messages, but if someone requests a connection with you and you do not want to accept it, it’s okay to respond and tell them why.

True story: About 5 years ago, there was a local restaurant here where I live that my husband and I wanted to eat at. I looked them up on Facebook to see their hours (they didn’t have a website – I know!) and saw they were open so we went. When we pulled up, they were closed and there was a different set of hours on their door. Needless to say we weren’t happy. Being the social media person I am, I went online and left a post on their Facebook page’s wall letting them know what happened and asked them to correct the hours on their page. 24 hours later – no response. 3 days later – no response. 4 days later I went back to their page and the post had been deleted. No apology or acknowledgement, it was deleted. Talk about being mad. Up until the day it closed (which was a couple years ago), we never set foot in that restaurant. We were potential customers that they lost out on.

Moral of the story: Respond! Had they responded with something, we would have gone back to try them out and become customers.

Do not steal other people’s work.

Seriously. Plagiarism happens every day on the web. I’ve had it happen to several of my blog posts and a couple of my graphics. Friends have had theirs stolen multiple times too. Google doesn’t like it and we don’t either. There are proper ways to go about reusing published content. Contact the author and ask about their republication policy (we all have them and they aren’t all the same). It adds value to the relationship when you ask first and it shows appreciation on both sides.

True Story: I have a client who is a high-end portrait photographer. She had a fellow peer in her industry have photos she (the peer) took and posted on another photographer’s website. This thief had a family see the pictures and hired them to do their photos. When they showed up, the photographer (the thief) was asking them to help her with her camera and posing – stuff she should have already known had she taken the pictures. The family quickly found out she didn’t take the photos she saw and found out who did and hired the original photographer (my client’s friend).

Moral of the story: When you steal, you will be found out and like pop! goes the weasel, pop! there goes your business.

Act your age.

I really shouldn’t have to actually type this out, but if you’re 35, 55 or even 25, act it. A lot of people try to use social media to make themselves bigger than they are and it comes back to get them (social media professionals included). Acting your age and showing your maturity will earn you respect and authority.

A good tip to keep in mind for yourself and your staff – if it would make your grandma blush, don’t post it.

This applies to content and language. There is absolutely no place for cursing online. Same applies to language that could offend someone (i.e. racial slurs, name-calling). Think of grandma – what would she say? We’re all adults here and we need to act like it (see above). Same applies especially to business owners – there is no place for an owner to respond with that type of language to a post on their business account. Trust me, you’ll end up like Amy’s Bakery in Arizona (read about it here).

Don’t assume.

This applies to just about everything. When you see something online don’t always assume it’s real or legit. There’s a lot of spam out there and do your friends a favor and check it out before sharing it, especially on your business account. We won’t even go into fake news. It’s everywhere and you have to really check your sources because social platforms and Google are wising up to this.

This also applies to tone. In writing it’s so hard to determine the tone of the writer from mere words. For example, I could type “That’s not funny.” and mean it as either a laughing “that’s not funny” making light of something or a harsh “that’s not funny” really getting onto someone. If there is something posted you do not understand, just ask. Ask for clarification. It will save hurt feelings or misunderstandings.

Try to keep things vanilla enough that your readers/fans will understand your tone. If it’s something that may be confusing, make a video and post it!

Selfies.

Okay, enough with the selfies. Personally, I cannot stand them. Professionally, I just don’t get it. If it’s a part of your personal brand to post 10+ selfies each day, fine. If selfies are something you want to do for your business, just make sure they relate to why you are using social media in the first place. You do not want to hurt your brand by over-posting these. And also be careful what types of selfies you post as well. We don’t want to see a bathroom stall.

Spell check! Please!!!

There is nothing more unprofessional than misspellings and incorrect grammar. Proof everything you write BEFORE hitting the post/tweet/publish button.

I know we will all make a type here and there, we’re human, it’s going to happen. It never hurts to have a second set of eyes look over something before it goes online. Not everything has an ‘edit’ button.

Ross Gellar from “Friends” points out a popular one… (sorry, had to!)

via GIPHY

To be honest, I could write another 3000 words about social media/online etiquette. How you (and you staff) act online says a lot about you – your character, your beliefs, even your business practices.

In a day where the negative spreads MUCH faster than the positive, we all have to be careful with what we do. say and publish online. The internet is world of mouth now. How well does your actions reflect on you as the business owner or entrepreneur? If it’s not what you want, it’s not too late to change. Take some time and look at what you are doing and write out some proactive steps to shape your actions the way you want them.

Now it’s your turn – what are best practices for social media etiquette that YOU would share?

 

Amateur v. Professional - Which One are You?

Amateur v. Professional – Which One are You?

Last week I came across an article from Farnam Street that asked the reader if they were an amateur or a professional. Well, we are all professionals, right? In the wise words of College GameDay legend Lee Corso – not so fast my friend.

 

In the article, differences between the two were pointed out. Some made you get a little defensive and hot under the collar, but nonetheless, it made the point.

 

Let’s take a look at seven of them…

 

Amateurs stop when they achieve something, like a goal. Professionals understand that the initial achievement is just the beginning, and have a process.

Goals are good to have, don’t get me wrong, but honestly, it doesn’t stop there. Goals should be seen as benchmarks along the way. Your career is a process, and the awards you achieve are goals along the way. You don’t end your career because of an award or a making a sales goal. You keep going.

 

Amateurs think they are good at everything. Professionals understand their circles of competence.

This is a rookie mistake we’ve all made at some point. We think we can take on everything and be the one source for our customers or clients, when in reality, we are not. One piece of business advice I received early on was to focus on what I was good at and outsource the rest.  Yes, I work in marketing. Yes, I could do a complete marketing package for a client, but I know where my strengths lay. One of my close friends is a CPA but she’s better on the audit side than the tax side – that’s her strength. Knowing your circles of competence, or strengths, will help set you apart and make you a better professional.

 

Amateurs see feedback and coaching as someone criticizing them as a person. Professionals know they have weak spots and seek out thoughtful criticism.

People do not like to have the negative pointed out, no matter how well it’s done. However, I’ve been on both sides of this one – early on in my career I didn’t want anyone telling me how to do something unless I asked because I saw it as criticizing me as a person. Now that I am older and wiser, I know my weaknesses and I do seek out advice from those whose opinions I highly value. This is a career (and personal) maturity journey.

 

Amateurs focus on identifying their weaknesses and improving them. Professionals focus on their strengths and on finding people who are strong where they are weak.

People want to be good at everything. That’s impossible. No one person can be good at everything apart from God. This is where the business advice I mentioned above comes into play – professionals will outsource what they are not as strong in to supplement. The sooner you realize this, the more time and energy you will save yourself.

 

Amateurs focus on tearing other people down. Professionals focus on making everyone better.

I came close to leaving this one out. I know “professionals” who make it a point to tear others down no matter how long they have been in business. And I know amateurs who claim to focus on making everyone better while their actions speak to the opposite. So be aware and be on guard at all times.

 

Amateurs blame others. Professionals accept responsibility.

This point comes from maturity – both in the person and your career. I understand fear – you may be scared to accept responsibility because of the consequences, but trust me, it’s always better to take that high road and be responsible. That’s what true leaders do.

 

Amateurs are scared — scared to be vulnerable and honest with themselves. Professionals feel like they are capable of handling almost anything.

The distinguishing factor here is confidence. It will come and go throughout your career. There are days I feel like I can conquer the world and there are days I feel like Chicken Little. As long as you are honest with yourself and know your strengths and take responsibility, it will be okay.

 

The article concludes by saying the main difference between the two boils down to two things: fear and reality. At any point in your career, no matter your age or how long you’ve been in your job, you will fall on either side of spectrum. If you read through to the article, you’ll see the other comparisons. There are some I fall on the amateur side, and some I fall on the professional side.

 

The goal should always be to be on the professional side more than amateur, and if you are on the amateur side, work on what you need to to move to the professional side. I know I am. Are you with me?

 

I’d love to hear your thoughts on amateurs v. professionals. Share with me below in the comments! This was an intriguing article and I’m curious your reaction.

 

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