Have You Been Putting Out The Wrong Signals? Updating Your Authority Marketing Empire

Authority Marketing Bad Hair Day - Wide

When was the last time you looked at your authority marketing “stuff”. If you are doing a lot of marketing and content creation, you are probably like me! I tend to put a whole bunch out there and then keep on trucking along, not thinking about all the nibbles out there that are no longer correct, but which are still in the search engines waiting to be found. Or in my auto responder emails that get sent automatically, and don’t even start on my social media “about me’s”.

Today let’s talk about updating all the “bits” in your authority marketing empire. I am in the process of doing this so I have a pretty good list of things that need fixing and in what order!

Public About Us

It is widely known that anyone who is looking to hire you or buy a substantial product from you will probably be checking out your “About Us” page on your website. Additionally, it is generally the longest page on that contains bits about you and how you want to present yourself to the world.

Some things that you might want to have are:

  • What you do now
  • Past experience
  • Personal history
  • Social Media links
  • Pictures

I keep this one updated the best so that I can use this as the place to grab all of my words and descriptions for my other Abouts.

Pro Tips

  1. I have my name www.TaraJacobsen.com pointing to the About Us page on my website. It is super easy for me to remember when I want to send someone there, plus it makes me rank really well for my name!
  2. Even though it is About You, make sure that the person coming to your site to check you out can see About Them. How what you do for people like them will help! It’s the old What’s In It For Them thing!
  3. If you need a hand working through your about us bits, our book, Advanced Sales Strategy: How To Craft Your Unique Selling Proposition is a great resource to get your wheels turning!

Social Profiles

Social profiles vary in length, but oftentimes they will have a “short description” and a “long description”. These are easy to pull out from your regular about us page, making sure that you are hitting the highest points for your potential customer rather than putting what is cute or irrelevant to them.

Some social profiles to look at:

  • Twitter
  • Facebook
  • Facebook page
  • LinkedIn profile
  • Google Plus
  • YouTube
  • Pinterest
  • Amazon
  • Good Reads

Pro Tips

  1. Your LinkedIn one is the most important to success on that platform. Here is a post about how to optimize your LinkedIn Profile perfectly!

Website Pages

Beyond your About Us page, you need to look at your website pages that rank the most highly. I use Google Analytics to track my traffic. Functionally what you need to do is go to your analytics program and check out the top 10-20 pages that people visit on your website. Then methodically go through and make sure all these bits are in order:

  • The content – make sure that what is on that page is congruent with what you are selling today
  • Calls to action – if these are your top pages, please make sure you have something for them to do next like sign up for your list or check out your products

Pro Tip:

While it can seem easier to go through all your pages at the same time, that will freak Google the heck out! I don’t really change more than 10% of my site or content per month so that Google doesn’t penalize me for being too different. Remember, these are your best traffic pages, so don’t mess that up by being a bull in a China shop. Be a sniper and pick them off one at a time!

Autoreponders

Called many things like autoresponders, drip campaigns or even marketing automation if you are all fancy, these are the messages you send out when someone signs up for your lists.

Now, when you go and look you might make yourself totally crazy and want to sit and bang your head against the desk. These are generally painful to set up in the first place so oftentimes we spend more time on the mechanics of them and less time on making sure they are amazing and up-to-date.

Start with your most popular autoresponder and work your way back through them, filling in the blanks and making them AMAZING.

Pro Tip

  1. If you are prolific with lots of ideas (like I am), then you probably have lots of things out there. It can seem daunting but just start at the beginning and muddle through.
  2. It doesn’t matter if you do all of these at once, the autoresponder company will not be upset if you make sweeping changes.

Keeping Your House In Order

It would be awesome to think that you will never have to do this again, that you can spend a huge amount of time and get it absolutely perfect. But that is probably not the case. Most entrepreneurs go through a number of iterations and even if you think you are set in stone, there might be some changes in the future.

Don’t worry about that now, just get in the habit of swinging by all your stuff from to time-to-time to see if it is look spiffy (and right for right now!)

Targeting Learning Styles In Your Online Courses

Targeting Learning Styles In Your Online Courses

Today’s post is about remembering that everyone doesn’t learn the way that you do and that you need to be mindful of the learning styles you use in your online courses!

There are three types of learning styles, Visual, Auditory and Kinesthetic. Generally everyone has a primary means of learning that falls into one of these three. As an online course maker, you should be aware of these and start to think about what that means for creating and selling your courses.

Visual Learners

Whoa nelly am I in this category! I have to see EVERYTHING and am very visual in everything I do and teach.

Visual learners make up between 65-80% of all learners depending on which study you read. That is a huge portion of the population and definitely something you should take into consideration.

This type of student will want to “see” everything. They will need to be able to “watch” you do things and will buy using visual cues.

Some types of content that work for visual learners:

  • Books
  • Guides
  • Videos
  • Screenshots
  • Infographics
  • Pictures

Calls to action that work for visual learners:

  • Watch this sneak peek
  • See in action
  • See how we are X
  • Read more
  • View portfolio
  • See plans and pricing
  • Watch the tour
  • View full X

If you are targeting visual learners you will need to use lots of pictures in your marketing too to make them stop and take notice of your course. A graphic for one of my marketing mini courses currently has 22 repins and 4 favorites on Pinterest (a very visual social media platform).

In a sea of content, you need to make sure that your graphics are glorious to get any attention from your visual peeps.

Auditory Learners

I have a friend and daughter and they are cyphers to me! Just the other day my daughter read a 4th grade story problem to me and when I asked to see it, she said all happy, “no Mom I will read it to you again”. Kir and Desy have to hear everything to understand it.

According to the University of Michigan, Auditory learners make up about 30% of the population. That would be a big chunk to alienate if you were just focusing on the visual learners. Auditory learners want to “listen” and “hear” everything.

Some types of content that work for Auditory learners:

  • Audiobooks
  • DVDs
  • MP3s
  • Teleseminars

Calls to action that work for Auditory learners:

  • Listen Up
  • Talk to an agent
  • Contact us today for a free X
  • Call now
  • Hear more
  • Listen in – it’s free

If you are targeting auditory learners in your marketing you will need to use a lot of “listening” cues. Right now is a great time to target listeners because of Podcasts. There has been a recent boom in Podcast shows and listeners and you can reach new customers by hosting or guesting on a podcast (especially if you can get on a big name one like my favorite, Entrepreneur On Fire by John Lee Dumas).

Kinesthetic Learners

Kinesthetic people have to touch and feel everything. They are the ones in retail stores breaking things because they have to pick up everything.

According to the University of Michigan, Kinesthetic learners make up about 5% of the population. This is a very small percent of the population, but you can make fairly easy accommodations for them using the content you already have in place! Kinesthetic people want to “feel” and “touch” everything.

Some types of content that work for Kinesthetic learners:

  • Downloadable PDFs
  • Mailed to them DVDs
  • Physical books
  • Printed notebooks

Calls to action that work for Kinesthetic learners:

  • Click here for a free sample
  • Print one out
  • Sign me up now
  • Download now
  • Sign up today!
  • Get your free book

If you are targeting Kinesthetic learners in your marketing you will need to produce some kind of physical product to accompany your course. Yes, you can offer them a download to print, but if you mail them the corresponding content to their homes or offices they will love you forever.

Targeting Learning Styles In Your Online Courses

All this is well and good, but does this mean that you should target only visual learners because they make up a huge percent of the population or that you should make Auditory courses because that is what you are?

Not exactly. But that said, it is much easier to create content for and relate to someone who thinks and learns like you do. I have to make the graphic for the course before I can know what I am going to talk about, that is how much I am a visual person.

You might hate talking on the phone, in which case targeting Auditory people who are going to want to “hear from you” probably wouldn’t be the best path to take.

Overall, you should be aware of your primary style of teaching and marketing and then try to incorporate at least a little for the other types of people!


Get Over Your Fear And Build Your Email Newsletter List

Get Over Your Fear And Build Your Newsletter List

Did you ever hear something so much that you kind of rebelled against it? I have been hearing for years that “the money is in the list”…your email newsletter list that is!

And I have a list. It is about 5,000 people right now, people who are extremely loyal and fun to talk to! They email me back and are generally really supportive of everything I do.

So why was it so hard to decide to focus on building my list? Here are some of the reasons I resisted…if you are doing any of these, just stop. Stop procrastinating or living in fear and focus on this one thing, building your list.

Okay, I get it!

I love Oprah and find myself quoting her often. But the one thing that really resonates with me is when she talks about that little voice in your head and how we ignore it in our lives.



I am sure that Oprah is talking about more important things than my email list. But if it is truly the heart of my business, then ignoring it could cause my whole empire to crumble (YES! I think of my business as my own marketing empire!…what is your empire?)

Lately the world has been telling me to build my list. People that I know, like and respect have been sending me that message in emails, blog posts and podcasts. And I heard them but just put it to the back of my mind and thought, that is for them, not for me.

Then my coach, who I adore and respect, said it. He said you can’t focus on anything but growing your email newsletter list. Not giving things away, not making free courses, but back to the basics, ask people to agree to hear from you on a regular basis through your newsletter.

Shit. That sounded really scary. Why would anyone sign up for an email list in this day and age? I have been teaching for years that you need to give them something of value for signing up for your list. Would just hearing from me be enough?

Then I thought about Sundays. Chris sends out an email every Sunday and I look forward to it and would be grumpy if it didn’t show up. I enjoy reading it and even hired him because of it. Hmmmm…maybe he knows what he is talking about. Double shit.



Sign up for Chris’ list today! You will LOVE IT!

A LOT of Pressure

Okay, so I buy that he can do it, but what about me? Yeah, people read my blog (I know you do because you got this far!) And people seem to like my books and courses, and sure they open my email messages…but doing an amazing job of sending messages each week seems like a lot of pressure.

I will have to think about what to say instead of just sending random thoughts. I will have to try to make them shorter so there is a value. I will have to make them focused to my three groups of peeps (Rebel Entrepreneurs, Realtors and Writers).

But not doing that now that I have have been hit upside the head with a brick just seems lazy. I am lots of things, but lazy is NOT one of them.

Technology Sucks

Another thing that was banging around in my head, messing me up was my email system. I use Infusionsoft and it is super easy for me to use, but I had to set up a landing page, autoresponders, etc. I had to get a LeadPages button set up and it would probably take hours, if not days.

Or so my crazy mixed up thinking told me.

Instead it took about an hour. Seriously?!?! I have been avoiding something that took an hour? Now it might take you a little longer, but it is so worth the time to figure this out!

Trolls

One last thing that made me sad was people who marked my emails as spam. Because I don’t ever add anyone to my list without asking them first, this seems weird, but they do it.

And I notice. I made a point of checking who had done such a devastatingly horrible thing.

Seriously? I am not that kind of person. I am pretty bulletproof when it comes to criticism from random internet strangers. I don’t hesitate to post pictures of myself even though I don’t always like the way I look. I make video training classes with me in them even though I hate seeing myself talking.

But I was letting random people ruin my day. Even though I sent 12,000 emails in the last month, it was those 7 people who marked it as spam that made me stop. That is .058 percent of my messages that got marked as spam. Half a percent.

So no more looking at that. Only looking at signups. Pinky swear with you right now.

I will not allow internet trolls to scare me away from doing anything anymore! I will be brave and strong and bulletproof!

Get Over Yourself

My Irish besty, Deb Ward, talks about “getting over yourself”. She says it to me when I am being ridiculous about something. Say I am feeling worried about sending an email, she says “get over yourself” and it sounds really good because she has that Irish accent!

(I should make a wave file to play every time I have doubts! Then I won’t have to bother her with a phone call! HA)

What it means is that all those horrible thoughts swirling around in your head are probably not true. That all the things that you worry about rarely come to pass and that you should just ignore them because they are not you. The only one obsessing about this is you and you don’t get a vote.

Finally

Hopefully this helps you. I am not sure I wrote this for anyone but me, just to be brave!

Fearless Marketing For WomenIf you are avoiding something, stop, just do it now. If you are scared of what people will think, just get over yourself and do it anyways. Don’t wait for the brick, do it now!

If this resonated with you, you might want to take a peek at our book “FEARless Marketing For Women: How To Overcome Your Demons And Be Successful In Spite Of Yourself“.

And finally, sign up for my email newsletter…I promise it will be GREAT! Sign up today!

5 Event Marketing Tips Using Public Relations

5 Event Marketing Tips Using Public Relations

Public relations and marketing are definitely sisters in the truest sense of the word now. In the past marketing was focused on getting sales through paid means like bus benches, buying ads in magazines and billboards. Public relations, on the other hand, was about getting unpaid endorsements from media sources like magazines and television.

If you are having an event it is definitely worth your time to figure out a public relations spin for it.

Whether your event is online or offline, a big giant conference or a teeny weeny meetup, getting butts in seats is your only goal. You can have the best content in the world, but if no one shows up it all for naught.

1. Realize that the new “publishers” are regular joes and janes

Publishers have changed. Before it was easy to find places where you would try to “get press”. It was the local newspaper, maybe the area Business Journal and one or two content specific magazines. That model is totally fractured and never coming back. While it is good to submit a press release to your local paper (even if it is a national or online event), you will have to get way more creative to get the new breed of publisher to notice.

Ask to guest post on sites that have great traffic already
Offer a bribe (like free tickets) to an industry influencer if they will share your event with their network
Contact podcast hosts and see if you can be on their show
Pay for advertising or an email blast from their site

No longer are companies in charge of publishing and media. While there are instances where you will be dealing with a corporation, more and more often you will be talking to a person who has built up their own brand and audience.

2. Be respectful

Asking an editor at Conde Nast to publish a story about you or your event was not personal. They had a magazine and you had a need, pretty straight-forward. But today you really are approaching a person or small business much of the time.

I can tell you from experience that there is a right way to ask for things and a wrong way. Here is one message I got “asking” to post on my site:

I am keen to feature an article on your website as it would do wonders for my portfolio as a writer and also give me an ideal platform to share my thoughts and ideas with a large number of readers. (blah, blah, blah article titles he will write about)…Lastly, I am willing to part with $30 for your efforts in publishing my article, as I think it would be a sound investment I hope your reply is in the positive, so your readers can benefit from what I have to say. Warm Regards

Holy buckets Batman, that was beyond the pale, but understand that people who have grown big website or social media profiles get messages like this all the time.

While you do not have to offer to pay for their endorsement, please remember to be nice when you ask!

Public Relations Event Marketing Course

3. Give them something to share

If you are asking for a promotion on social media or in an email, please give them graphics and content that they can share easily. I get requests for a share all the time that are an official press release (no one is interested in press releases), a word document or power point presentation.

A “sharable” piece of written content is a prewritten email, tweet or social post that is not too salesy or self serving. Rarely will anyone copy and paste a sales message so you need to make sure it is fun and creative.

A “sharable” piece of visual content is a banner or picture that is formatted for the different social sites. I make two sizes, tall and wide. One is 1200X600 dpi and the other one is 600X1200 dpi. While those are not perfect for every social media site, they work well enough to be okay on all of them!

You have to remember that oftentimes getting a share is a split second decision. You send the influencer an email and ask for their help and they have a couple of minutes to post it for you. You need to make that process stupid simple for them to do!

No one is going to create a banner to share for you, you need to provide them with something that they can easily pop into a post. Additionally, please do not make them read the whole pitch to figure out what to say for you. Send pre-written content that people can just copy and paste!

4. Start making friends way before you launch!

One of the things that true public relation pros fostered was relationships. They knew the editors of magazines, rubbed elbows with big wigs and generally were people oriented people. While you might not need to do all that, there are things you can do make connections with the people who are influential in what you are trying to do.

  • Join their mailing list and email back with a relevant comment or compliment
  • Share their content on your social media and mention them
  • Participate in their book launches
  • Comment on their blog posts
  • Buy their books or courses
  • Leave reviews on Amazon, Udemy or other sales sites

Then when you are ready to launch, reach out to the ones that you “know” now and ask them to share your Event!

5. Make you event an EVENT!

If you are having an event that requires big time marketing and public relations, make it a big time deal! Oftentimes I will get a message about promoting an event and then go to their page or website and I can’t even find it there.

That makes me think that it is not all that important and that I should not spend my “social capital” on something that the organizer isn’t even excited about.

  • Put it on the front page of your website
  • Pin it to the top of your Facebook page and Twitter accounts
  • Email your database about it and ask if anyone is willing to share
  • Put it in your social banners
  • Share it often on your social sites
  • Make a Facebook and Google+ event
  • Put it on Eventbrite.com or Meetup.com for easy access

Overall, you need to take a public relations mindset about connecting and pair it with a marketing mindset of getting the word out and Watch Out Great Marketing Tools and Resources Ahead


Time Management Tips | Everything Sucks The First Time You Do It!

Time Management Tips - Everything Sucks The First Time

Here are my top 7 Time Management Tips for getting yourself over a starting hurdle!

Doing marketing means that you will always have to try new things. Technologies change, the tools you use change and each and every time you feel like this is just going to be too hard to understand…ever.

Just recently I have been doing a bunch of new stuff technology wise. I am building a new website for my marketing mini courses (it is still Frankensteiny at this point but feel free to take a peek), setting up sales pages (I HATE writing sales copy), integrating a membership component (I swore I would never do that again) and about a gagillion other things that are making me blue.

BUT, and here comes the big pep talk that I had with myself yesterday, “just because you don’t know how to do something doesn’t mean that you should give up or get discouraged!”

That’s right, EVERYONE gets funky when they have to learn a bunch of new stuff all at once. Here are some tips to overcoming that feeling that you will never “get this”:

1. Learn What You Need & Nothing More

I love learning. I am more than happy to watch videos about technical bits and strategies for setting things up the “right way”. I like to understand what I am setting out to do before I start and always wish that there was more documentation or training available.

But don’t get caught is “analysis paralysis” like I see so many business people doing. They spend hours or days (weeks?) researching and planning, brainstorming and asking everyone they know what to do. Make sure you aren’t spinning your wheels like this!

Talk to a trusted advisor, read 5-6 reviews and then pick a product, service or training solution. Don’t get bogged down in the decision making process.

2. Chunk It Down

I have about 4 moving parts to my current project. I have to get LeadPages set up for my sales pages, get my website set up on WordPress, integrate Infusionsoft into the mix and then developing the actual courses. Whew!

I think that the hardest part when you are doing a new something is figuring out what goes first, second and third. It is frustrating to start on something then realize you need a graphic to complete it, or to start a campaign in your email, only to realize you need to know the sales page first.

Don’t let this bother you! Just start a list of things to do as you find them and then start crossing them off as you get them done!

3. Just That One Time

It is REALLY hard to remember that some of it only matters when you are setting it up the first time. It is easy to lump all the setup time in with the doing time. For example, it feels like this whole process is taking FOREVER (actually I am on Day 3). So then I start thinking that doing courses will be too time consuming because they take DAYS TO DO…drama only in my head.

Honestly, the course took maybe 3 hours to make, I can sell it over and over and once the framework is in place I have an easily replicable model to use for the next 20 courses.

4. Write It Down

Which leads me to the process for making a system. Every time I do anything that I will have to do again I write it down in Evernote.

The first time is just a mass of mess and not something that I could use for a checklist, BUT it does put all the moving parts in one place. Then the second time I do it, I really try to figure out the best way to get it done. This is now a system that I can use and refine to get even faster the next time!

5. Use Tools To Help

I have mentioned a couple of the tools that I am using to make my training empire already, but I can’t stress enough that having the right tools makes all the difference in the world! If you are on a shoestring, use MailChimp.com instead of Infusionsoft and and the free version of Evernote instead of the deluxe version. But if you have a little capital and are truly in business, spring for the tools that make you money.

My budget for tools to run my business monthly is about $500. Some are monthly subscriptions and some (like Zippy Courses) are a one time fee. While it is tempting to try to cobble something together from free products, often the time you waste trying to jury-rig something is worth far more than what you would pay for tools.

6. Play To Your Strengths

There are times you are just not good at something. Say you have dyslexia and writing is hard or impossible. Then you are going to have to farm that portion out. Or if you can’t even take the first step with a tool because you don’t know where to start, maybe pay for a little training to get you going.

That said, everything that you farm out to someone else increases your timeline. Because I do all the setup and work, the only one I can blame if it is slow going is me and my many distractions. Putting your head down and just working until you are finished is a great way to keep the ball rolling.

That said, ask for help if something really has you stumped!

7. Good Enough Is Good Enough

Last but not least is that good enough is good enough. Second only to analysis paralysis is the “I’ll launch when it is perfect” mentality. You can dink around forever with trying to get everything just right or you can launch with a “Minimum Viable Product” which is the least you can do and still provide a quality experience. In my example, I would love to have at least 4-5 courses done and ready to go, but I don’t. I have that one course and now I just have to build some more.

BUT nothing would be served by waiting to market that one course. It is really easy to think, “well I will start when I get the next thing done”. Don’t do that! Start as soon as you can!

The Rah Rah Bit

So I feel like this is a rah rah time management post for me that I just shared out loud with you! I have had times over the last few days where I despaired of ever getting any traction.

I have thought that this is impossible and I won’t ever be able to understand all of it. But just putting one thing after another and making lists of things that still needed doing have gotten me 90% of the way there. Hopefully this post will serve as the last little bit of inspiration I need to cross the finish line.

And hopefully it helps you when you are sure that you will never get done!

Watch Out Great Marketing Tools and Resources Ahead