Trust Is The New Currency: A Raw 2025 Digital Marketing Truth Bomb

I need to be real with you about what's happening in content marketing right now. After a decade in this space, what I've witnessed in the past 30 days is unprecedented. If someone's trying to sell you their "proven framework" for lead optimization in 2025, they're completely disconnected from the ground reality of social platforms.

Here's what's actually happening: Trust has become the new digital currency. Full Stop.

Let's drop the marketing speak for a minute. Content isn't for lead generation anymore – it's for trust generation. And if you're still chasing leads while ignoring trust, you're fighting yesterday's battle.

Think about why you follow your favorite creators or brands. Is it because they offered you some flashy discount code or a free PDF? Or is it because they consistently show up in your feed with content that actually makes your life better?

Yeah, I thought so.

Here's what nobody else is telling you:

• A lead without trust is just an unsubscribe waiting to happen

• Trust without an immediate conversion is an investment in future growth

• Gated content might build your email list, but trusted content builds your empire

Why is lead generation dwindling? Simple. People are exhausted.

They're tired of:

• Random "experts" sliding into their DMs

• Being sold to every time they open social media

• Handing over their email for another useless PDF

• The constant barrage of "valuable content" that offers zero value

Let's talk about the elephant in the room. Too many people have been burned by digital marketers. You know the type – the ones posting about making "$20k a month" who sell you a vague template that doesn't work. When you seek help, they either ghost you or blame your "mindset."

Now you're stuck with:

• Trust issues with marketers

• A feeling of failure because their "proven methods" didn't work

• Skepticism about content creation because "what's the point?"

• Hesitation to invest in content because you've been burned before

Want to know if you're on the right track? Answer these questions honestly:

1. Is your content actually worth saving and sharing?

2. Are you hoarding your best insights behind lead magnets?

3. Do you have real relationships in your DMs, or just a database?

If your answers are No, Yes, and No – we need to talk.

Here's why trustworthy organic content isn't an expense – it's your most valuable digital asset:

• It becomes reference material for your industry

• It documents your journey and expertise

• It builds credibility that compounds over time

• It works for you 24/7, unlike ads that die when you stop paying

While others are still doing trust-breaking marketing in 2025, you have a choice. You can:

• Keep chasing vanishing leads

• Keep buying into "proven frameworks"

• Keep wondering why your content isn't converting

Or...

You can start building something that actually matters – trust that translates into lasting influence.

The truth is, every piece of content you create is either building or breaking trust. There's no middle ground anymore.

If you're tired of:

• Following outdated playbooks

• Chasing leads that go nowhere

• Creating content that doesn't convert

• Watching your competitors build real relationships

Then it's time we talked. Because while everyone else is optimizing for algorithms, we could be optimizing for trust.

The real question isn't "Can you afford to invest in trust-building content?"

It's "Can you afford not to?"

The future of digital marketing isn't about who can generate the most leads. It's about who can generate the most trust. Where do you want to be?

Why Your Marketing Strategy Needs a Complete Backup Plan

We're witnessing the beginning of a significant shift. The "Delete Meta" movement, once a fringe concept, is gaining momentum, and savvy marketers are starting to pay attention for the businesses they're working for. Here's why you should too, and more importantly, what you can do about it.

Several factors are converging to make this year particularly weird for digital marketers:

1. Growing privacy concerns and increased awareness about social media's impact on mental health

2. The rise of alternative platforms and digital spaces

3. Changing consumer behavior and expectations around brand communications

4. Increasing skepticism about traditional social media platforms

5. The impact of AI and evolving content consumption patterns

If we learned anything from the 12-hour Tiktok "ban," the writing is on the wall: relying solely on any single platform is increasingly risky. 

Here's what forward-thinking brands need to be doing:

Diversify Your Digital Presence

• Explore emerging platforms while maintaining your existing presence

• Build direct communication channels with your audience (email lists, SMS, private communities)

• Invest in owned media properties like your website and blog

Strengthen First-Party Data Collection

• Develop strategies to collect and utilize customer data ethically

• Create valuable content that encourages direct relationship-building

• Focus on building an email list that you control

Experiment with Alternative Platforms

• Test content on newer or different platforms where your audience might be migrating

• Pay attention to engagement metrics across all channels

• Be ready to pivot resources based on performance

The key to surviving and thriving in this shifting landscape isn't just having a Plan B—it's about developing a flexible, multi-channel approach that can adapt as quickly as your audience's preferences change.

Remember: The goal isn't to abandon ship at the first sign of trouble but to ensure your brand's success isn't completely dependent on any single platform's performance or popularity.

Taking Action Now

Start by asking yourself these critical questions:

• How dependent is your marketing strategy on Meta platforms?

• What would happen if you lost access to 30% of your social media audience overnight?

• Which alternative channels could you develop to maintain connection with your audience?

The time to prepare isn't when the shift happens – it's now before these changes accelerate. While some might see these platform shifts as a threat, smart marketers will recognize them as an opportunity to build more resilient, diverse, and effective marketing strategies.

The marketing landscape of 2025 might be "weird," but with proper preparation and a willingness to adapt, your brand can not only survive but thrive in this changing environment.

If you’re ready for a contingency plan, let’s chat.

De-Grumping Marketing: A Teacher's Mindset for Small Business Success: A Guest Blog from Yat-Yee Chong

This is the last week of guest blog posts, and I am so grateful to have a network of business owners who also really enjoy writing. My guest this week is Yat-Yee Chong of Axon Martial Arts, now you might be wondering what does a martial arts instructor have to say about marketing. She shares how her decades of experience as a teacher have transformed her approach to sales and marketing for her small business, Axon Martial Arts Academy. Frustrated by the noisy, overwhelming world of modern business promotion, she discovered a powerful solution: applying her teaching principles to marketing.

Yat-Yee reveals two key insights that have reshaped her entrepreneurial mindset: facilitating discovery and earning trust. Instead of viewing marketing as a separate, energy-draining task, she now sees it as an extension of her core teaching mission. She approaches sales with the same care, patience, and intentionality she brings to her classroom – filtering information, creating meaningful connections, and prioritizing authentic communication over quick wins.

The result is a more energizing, compassionate approach to business promotion that keeps her integrity intact and reduces the stress of marketing in a complex digital landscape. Her story offers a refreshing perspective for entrepreneurs struggling to make their voice heard amid the constant barrage of online noise.

I’ll let Yat-Yee take it from here.

Owning a small business today requires an entrepreneur to do so much more besides the core business. A friend of mine dubs himself “Hats”, as in the wearer of all of them. My preferred term is Chief Dragon.

I knew this from the piano-teaching business I owned in the nineties, yet I was still surprised by how different it is to do business today, especially in the sales and marketing space, how much noisier it has become. 

To be heard above the barrage of information thrown incessantly at audiences: offers, scams, truths, lies, slime, threats, hypes, value, over-promises, ads disguised as reviews, has become the bane of my business existence, eating up my bandwidth.

And made me grumpy. A grumpy entrepreneur is not good for anything, not the business, clients, my family, and certainly not my well being

Thus began my de-grumping quest. 

One thing emerged from this (still ongoing) journey: a mindset shift.

Instead of feeling unmoored by decisions on how to present my business to the public, I now guide them using the same principles that have served me well in my 30+ years of teaching career:

a teacher's goal is to facilitate discovery and to earn trust by communicating effectively. 

Facilitating discovery

Passing on information is not what teachers do. It wasn’t even when knowledge was less easily available and it is certainly not true today. 

What do teachers do? We

• filter, validate, and sequence content

• present it 

• observe how each student learns

• find ways to lead them beyond rote-learning to experiencing, investigating, comparing, puzzling over, struggling with, and finally understanding and generalizing what they learn. 

It is not a straightforward path. And it’s different in every single teaching interaction. A teacher’s mind constantly taking in information from the responses of students as a basis to diagnose, spot holes, determine readiness, sense teachability, examine our own understanding, and then figure out a hierarchy of importance for what we can do, cut out, add, so that we re-present in a more effective way. 

This is the process that drives teachers. This is what we love and thrive on. This is what convinces us that we are doing necessary work.

How does this translate to marketing and sales

At the very least, it changes a set of tasks that used to zap energy to one that energizes.

Second, it brings my teacher’s heart to the fore, a heart that has much more patience and compassion than that of someone who is annoyed and sickened by phishing threats, spam, and bots set up by geniuses who think this type of automation is how to get to potential clients. 

Third, I am better able to trust the process instead of feeling frustrated by not knowing how a particular ad campaign is doing. Teaching has taught me that what I do today may not yield recognizable results right away, or ever. I am not worried. 

By applying this attitude to marketing, I remind myself that my job is to help the world, or at least my target audience, discover what Axon Martial Arts Academy is. I can be patient and  be assured that what message I send out doesn't have to do the job of selling all by themselves, but would connect with others to create a picture that tells the right story.

Granted, this process is different in that there is no immediate feedback and therefore not always possible to determine how well messages have come through. But this is not an insurmountable problem. It requires my teacher-brain to tackle it the same way it has tackled other problems over the last 30 years.

Earning Trust

When a student starts with a new teacher, there is a level of implicit trust in that decision. 

Trust, however, is not a static thing. If the teacher doesn’t live up to this trust by their actions, such as 

• showing disinterest, 

• using disrespectful language and actions, 

• being inconsistent, 

• hiding ignorance behind jargon,

• being unwilling to be questioned, 

• resorting to defensiveness 

• refusing to take any stance except one of authority, trust evaporates. Sometimes very quickly. 

Earning and keeping a student’s trust takes a long time of consistent actions based on integrity, humility, and transparency. Unfortunately, it can be lost with just one misstep. That trust of my students and their families is a most cherished treasure, one I will not jeopardize because without trust, learning cannot take place. 

How does this shift in perspective help in sales and marketing?

When it comes to the effectiveness of our marketing, metrics such as the number of impressions and amount of engagement can have a powerful effect on a business owner. 

But if they become the primary objective, there is a temptation, at least for me, to start adopting strategies, or even phrases, that have been “proven successful” in the industry.

Of course, I want my messages to be well received. The fact that these “proven to work” messages may or may not being authentic can be drowned out by such justifications as “it’s a means to an end” or “nobody takes it seriously anyway” or “ you need those keywords with long tails”.

I don’t believe I have compromised my integrity but I will say that constant weighing of decisions is one of the biggest energy- drain.  By using “earning trust” as my North Star, I am reclaiming the mental energy and well-being. 

Viewing sales and marketing as extensions of my core business of teaching instead of separate tasks that compete for my mental resources is giving me more enthusiasm and definitely much less grumpiness. 

Yat-Yee Chong brings her teacher-heart and -mind to teaching piano, percussion, pedagogy, Chinese calligraphy, or martial arts. Find out how learning martial arts in small groups taught by a  devoted and experienced teacher can make a big impact in your life. 

Connect with Yat-Yee
www.axontkd.com

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From Invisible to Influential: Overcoming Your Social Media Resistance

When I first meet to consult with somebody, the conversation usually follows the same cadence: They introduce themselves and immediately tell me, "I hate social media."

And they are usually very emotional when they tell me that. 

But what I hear when they say that is, "I don't want to be seen." 

There is just so much resistance in that one statement, "I hate social media."

Resistance to being fully seen. 

I understand the resistance because there's a level of vulnerability when you show up and put yourself out there.  We all have many feelings about being vulnerable, especially during this time of society, because, in the times that we are living in right now, people are concerned that anything that they say can and will be taken the wrong way. Clips can be broken out of context and put out there independently. Some feel that there's always an underlying possibility of being canceled or, even worse, someone not liking you. 

If any of that resonates with you, then you need to keep reading. 

I'm a recovering people-pleaser who has worked long and hard to become OK with people not liking me. If you're an entrepreneur or a business owner, you've absolutely got to get to a point where you are OK with not being liked. Because, spoiler alert, not everyone will like you, just like you do not like everyone you come across. 

Don't deny it; there are some people that you do not like.

You can tell yourself every day how you hate social media and how your business can survive and thrive without it, but you're lying to yourself.

Social media isn't going anywhere.

No matter how much you resist it- it's here to stay. 

Social Media is one of the greatest tools for reaching the masses, but you want to blend in with them.

I'm not sorry to be the one to tell you that if you want to grow something, this business, or this idea that popped into your head, you've got to figure out how to stand out and show up from the masses. Some days, you might be met with pushback, negative comments, or challenging your idea comments. But the beautiful thing is that there is an entirely opposite side of the negative, and that's positive.  

So.

Let's flip the script for a moment. When you say, "I hate social media," you're probably picturing an endless stream of selfies and humble brags. But what if we looked at it differently—How can you do social media things differently?

Whenever you share your expertise on social media, you're serving someone who needs your help. Think about it - that quick tip you shared about your area of expertise might be exactly what someone needed to hear when they saw it. Your knowledge, earned through years of experience, could solve someone's problem they've been struggling with for months.

Over here, we're now refocusing from constantly selling to helping and being of service to anyone who comes in contact with our content.

Here's what service-focused social media actually looks like:

• When you share your behind-the-scenes process, you're demystifying your industry for someone who's feeling overwhelmed.

• That "simple" insight you almost didn't post because it felt "too basic"? It might be the breakthrough moment for someone just starting out.

• Your story about overcoming a business challenge could give someone else the courage to keep going.

And here's the beautiful irony—when you focus on serving rather than selling, sales often follow naturally. People aren't just buying your product or service; they're buying into your approach, your values, and your way of solving problems.

Let's be real about authenticity. We're all SO over the perfectly curated feeds and the "everything is awesome" narrative. Your audience isn't looking for perfection; they're looking for someone who gets them. Your vulnerability isn't a weakness—it's your superpower.

When you show up as yourself:

• You attract the right people - the ones who resonate with your real personality and values

• You build genuine trust because people can sense when someone is being real

• You save energy because you're not maintaining a manufactured image

• You create deeper connections because people relate to human experiences, not polished performances

Remember that post that made you nervous to share because it felt too personal? Those are often the posts that get the most meaningful engagement. Why? Because they show others that they are not alone in their struggles or experiences.

And here's something nobody tells you about authenticity - it's actually a filter. When you show up as yourself, you naturally repel the clients who wouldn't be a good fit anyway. That's not a bug; it's a feature. It's better to attract the right people than to weakly attract everyone strongly.

So instead of asking, "What will people think if I post this?" try asking:

• "Who might this help today?"

• "What problem could this solve for someone?"

• "What would I have needed to hear when starting?"

• "How can my experience make someone else's journey easier?"

Think of social media as your digital mentorship platform. Every post is an opportunity to extend a helping hand to someone who's where you once were. That's not self-promotion - that's service.

Since we are in business to make money, throw in a selling post occasionally, like subscribe to my email for more insider tips, or book a 30-minute session, whatever the call to action you want to achieve. 

And here's how we're going to do that. Now that we've talked about why visibility matters, let's get practical. I'm going to give you a gentle on-ramp to showing up online—no dancing or viral challenges required because we're also over those. 

🎯 The 5-Day Visibility Starter Challenge

Day 1: Introduction Post

• Share your professional "origin story" - what led you to this work?

• Include a recent photo of you in your workspace or with a client (with permission)

• End with a question inviting others to share their story

Day 2: Behind-the-Scenes

• Show a glimpse of your daily routine or process

• Could be as simple as your morning coffee and planning routine

• Share one tool or technique that makes your work possible

Day 3: Client Win (anonymized)

• Share a success story (with permission)

• Focus on the transformation or solution

• Include the lesson you learned from this experience

Day 4: Quick Tip

• Share your most basic but valuable piece of advice

• Something you do automatically, but others might not know

• Make it actionable in 5 minutes or less

Day 5: Personal Value

• Share one belief you have about your industry

• Explain why this matters to you and your clients

• Invite discussion about different perspectives

Look, I get it. The resistance to being visible isn't going to disappear overnight magically. But here's what I know for sure: on the other side of that resistance is everything you want for your business.

Every successful business owner I've worked with has had to face this same fear. The difference isn't that they're fearless – it's that they chose to take action despite the fear. They started small, stayed consistent, and built their confidence one post at a time.

You don't have to become a social media influencer or create viral content. You just need to be visible enough that the right people can find you. Think of it this way: every time you don't show up, someone who needs your expertise misses out on finding you.

Here's your permission slip to:

• Start messy

• Be imperfect

• Share what you know

• Take up space

• Help people find you

At the end of the day, "I hate social media" is just another way of saying, "I'm afraid to be seen." And you, with all your expertise, experience, and ability to help others, deserve to be seen.

Your first step doesn't have to be big. It just has to be a step.

Pick one platform. Choose one template from above. Make one post this week.

That's it. That's how it starts.

If you need support along the way, I'm here to help you navigate this journey. The world needs what only you can offer—but first, they need to know you exist.

Ready to take that first step? Let me know which platform you're choosing to focus on, or reach out if you need help crafting your visibility strategy.

Remember: Your business exists to serve others. Don't let your fear of being seen keep you from serving the people who need you most.

Why Social Media Works Best As Part Of Your Complete Marketing Strategy (And What Else You Need)

Let's face it—social media is fantastical. If I felt otherwise, I wouldn't have been in this space since Blockbuster still existed.

Yeah, sure, there are some downsides, like misinformation and negativity, and most of it's fake. But you're here, and know that together, we pinky promised that with each and every post, we are going to change what we can.

Didn't know you pinky promised, it was implied the second you landed here. :)

With millions of active users across platforms like Instagram, Facebook, and LinkedIn, it's no wonder you, as a business owner, are drawn to these channels like a moth to a flame. The allure of instant reach, viral potential, and direct customer engagement is undeniable. But here's the truth: it's like shouting into a void and putting all your marketing eggs in the social media basket, which is a risky game to play.

I've run into a bunch of businesses who have inspired this post that they put their entire marketing budget into social. And I'm here to clarify that social media is NOT the only way to market your business; instead, it is part of a functioning marketing family of your business.

Is me writing this career suicide- my gut says no.

Social media deserves a place in your marketing mix because it offers unique advantages that other channels can't match:

• Real-time engagement with your audience

• Cost-effective reach compared to traditional advertising

• Powerful targeting options

• Instant feedback on your products and services

• Ability to build community around your brand

But here's where things get tricky.

Imagine building your entire business on rented land. That's essentially what you're doing when you rely solely on social media. You do not own any of the stuff on social media —don't believe me; peruse the terms and conditions I know you didn't read. Also, at any time, CEOs of any of these platforms could decide to pull the plug on the servers running these digital worlds, and then what?

Consider these scenarios:

• Instagram changes its algorithm, and your posts suddenly reach only 10% of your followers (Current situation)

• Facebook updates its policies, restricting how you can advertise (Regulated Industries know)

• Twitter (now X) implements new fees or limitations

• Your account gets temporarily suspended due to a misunderstanding (Yikes)

These aren't hypothetical situations—they happen regularly to businesses of all sizes, and I've been a part of a few.

Here's the thing: diversity is always your friend, no matter what.

Smart businesses diversify their marketing across multiple channels. Here's where you could consider expanding outside of social:

1. Email Marketing Still the king of ROI, email marketing gives you direct access to your audience without algorithmic interference. You OWN your email list - no platform can take that away from you. Plus, email consistently outperforms social media in conversion rates when you use social to build your email list.

2. Content Marketing and SEO Creating valuable content for your website builds long-term organic traffic. Unlike social posts that disappear in the feed, good content can drive traffic for years. I back-linked a blog from two years ago because situations like that still happen.

Focus on:

• Blog posts solving customer problems

• How-to guides and tutorials

• Industry insights and analysis

• Case studies and success stories

Don't dismiss "old school" 1900 marketing methods - they still work:

• Local advertising

• Print materials

• Direct mail

• Industry events and trade shows

• Speaking engagements

• In-person networking groups

Some of them work better for your specific business than others so be aware of that.

Here's the thing: your marketing needs to work together like a functioning family. They need to work together, not in isolation. We might not live in a functioning family, but we've all seen one on TV.

Here's how to start:

1. Audit Your Current Mix

• What percentage of your marketing effort goes to each channel?

• Which channels drive the most valuable results?

• Where are you most vulnerable to external changes?

• Which channel do you even like hanging out on?

2. Set Channel-Specific Goals

• Social media: Brand awareness and community building

• Email: Nurturing leads and driving sales

• Content: Establishing authority and driving organic traffic

• Networking: Reaching local or industry-specific audiences

3. Create Cross-Channel Synergy

• Use social media to grow your email list

• Share blog content across all channels

• Convert in-person connections to online followers by following them and commenting!

• Repurpose content across platforms

4. Most importantly, track, adjust, and monitor the performance of each channel and be ready to adjust your strategy. What works today might not work tomorrow.

Social media is a powerful tool, but it's just one tool in your marketing toolbox. Building a sustainable business means creating a marketing strategy that doesn't depend on any single channel. Start diversifying today - your future self will thank you.

Remember: Marketing success isn't about being everywhere - it's about being in the right places with the right message for your community.

And if you need help determining where or how to show up for your community, let's chat.

8 Surprising Marketing Lessons from Emily in Paris: Social Media Strategies Unveiled

Emily Cooper, the bubbly American transplant in the hit show "Emily in Paris," may not always get it right. Still, her marketing adventures offer some surprisingly relevant lessons for today's digital marketers. To uncover valuable takeaways, let's binge on the world of fashion, baguettes, and brand strategies.

1. Embrace Cultural Sensitivity

Lesson: Understanding and respecting local culture is crucial in global marketing.

Emily's faux pas teaches us the importance of cultural awareness. Remember the "sexy" perfume ad debacle? While her American perspective saw empowerment, the French audience saw objectification. This mishap highlights the need for thorough market research and cultural understanding before launching campaigns in new territories.

2. The Power of Influencer Marketing

Lesson: Influencer partnerships can significantly boost brand visibility.

Emily's collaboration with various influencers, from fashion icons to up-and-coming artists, showcases the potential of influencer marketing—however, the show glosses over the complexities of these partnerships. Successful influencer campaigns require careful vetting, clear agreements, and authentic alignment with brand values.

3. Adaptability is Key

Lesson: Be ready to pivot and think on your feet.

Whether it's turning a wardrobe malfunction into a viral moment or repurposing a champagne spray as a product launch, Emily's quick thinking demonstrates the importance of adaptability in marketing. In the fast-paced world of social media, capitalizing on unexpected opportunities can lead to standout campaigns.

4. Content is Queen (or King)

Lesson: Engaging, visually appealing content is crucial for social media success.

Emily's knack for creating Instagram-worthy moments reminds us of the power of compelling visual content. While the show may exaggerate the ease of going viral, it correctly emphasizes the importance of eye-catching, shareable content in building brand awareness and engagement.

5. Network, Network, Network

Lesson: Building relationships is fundamental to marketing success.

Emily's ability to forge connections at every turn, from chance encounters to lavish events, underscores the value of networking in the marketing world. These relationships often lead to collaborative opportunities and new client acquisitions.

6. Creativity Counts

Lesson: Innovative ideas can set your brand apart.

From the "Paris of Life" campaign to the impromptu McBaguette pitch, Emily's creative approaches remind us that thinking outside the box can lead to memorable marketing moments. While not every wild idea will work in reality, fostering a culture of creativity is essential for standing out in a crowded market.

7. Balance Data with Intuition

Lesson: While the show often overlooks it, successful marketing combines creativity with data-driven decisions.

Emily's reliance on instinct makes for good TV, but in the real world, marketers need to balance creative hunches with solid analytics. The show could benefit from showing more behind-the-scenes work, such as data analysis, A/B testing, and performance tracking, that inform successful campaigns.

8. The Client Isn't Always Right (But Tact is Essential)

Lesson: Sometimes, challenging a client's vision is necessary but requires diplomacy.

Though often unrealistically successful, Emily's boldness in presenting alternative ideas to clients is admirable. In practice, navigating client relationships requires a delicate balance of assertiveness and tact. Presenting data-backed alternatives and fostering open dialogue are key to steering clients toward effective strategies.

While "Emily in Paris" may paint a glamorized picture of the marketing world, it does capture some fundamental truths about this industry. The key is to take these lessons with a grain of salt (or a bite of croissant) and apply them thoughtfully to real-world scenarios.

Remember, behind every seemingly effortless social media success is a team of professionals working tirelessly on strategy, execution, and analysis. So, channel your inner Emily for creativity and enthusiasm. Don't forget to ground your campaigns in solid marketing principles and data-driven insights.

Who's ready to say "Oui" to inspired marketing strategies? But let's leave the berets at home.

How to Stop Taking Social Media So Seriously and Add More Joy to Your Content: A Fresh Perspective on Content Creation

In case you didn't know, I'm an avid meditator. It's part of my morning routine. I get on the floor and meditate for as long as my body and mind need it—sometimes it's 10 minutes, and sometimes it's an hour. Sometimes, I choose a guided meditation; sometimes, there's nothing. 

After one of these morning sessions, I came up with the concept of what if I stopped taking everything that isn't serious SO seriously? For example, when random stuff pops into my feed for contests and stuff, what if I stopped overthinking, even entering the contest, and just entered the contest? Because entering the contest is not serious. 

It stopped me because EVERYTHING right now is SOOOO serious. The way someone parks their car- serious. The way someone looks at you across the street- serious. Getting the wrong coffee order-serious.

But in the long game of life, these things are NOT serious.

And then I got to thinking….

What if we all stopped taking social media SOOO seriously?  I get it. This might seem weird to a social media strategist and manager.

But hear me out. Social Media is a serious thing nowadays for brand recognition and staying top of mind. However, the content we put out there does not always need to be SO serious. It's like whenever I go to scroll, it's all so heavy and serious, and I'm getting on a feed to escape some of the heavy and serious.

It feels like next to no one is experiencing any joy anymore. 

Here are some facts:

There are three reasons why people use social apps like Instagram, Facebook, and TikTok. Do you know the number one reason?

The number one reason is to disassociate and to be entertained. The world out there is heavy right now, and people are tapping in and searching for dog videos, memes, or any other kind of entertainment that feeds their brains dopamine. 

When people scroll, a chemical is released in their brains, and they get a dopamine hit. Each like, comment, or new piece of content triggers a dopamine spike, and we all know how good a dopamine hit feels.

Number two, Connection and Community. The theory of social media is to keep people connected and feel a part of a community regardless of location. This is a whole topic for another day.

Number 3, Education & News.  Platforms are often used to stay informed about current events, trends, and topics of interest. 

But for today, we're going to focus on number one and why it's important: If you want to be scroll-stopped, you've got to stop taking everything so seriously. I know you're thinking about it.

When I meet to consult with business owners, we start discussing content ideas they have. After they told me their ideas, they said, "But no one is going to watch that or pay attention." OR they will show me the content they've created, and when I ask them why they haven't posted it yet, I'll get a because it's not perfect or articulated correctly.

The only person who knows your content isn't perfect is yourself. No one scrolling through will know that the font isn't the one you wanted or that the photo isn't exactly what you imagined in your head. 

My friends, this is being stuck in Analysis Paralysis, as Bob Proctor used to talk about. You're making excuses because it's scary to move forward. You're making this piece of content mean something SO serious. 

And here's the thing….

People casually follow 150 to 300 social media accounts, meaning a lot of content is being pumped out to them. Trust me when I say they definitely aren't going to notice if the small piece of content that you are putting out there isn't perfect in your brain. 

I know now this is the part where you're going to get defensive and tell me that big brands are only putting out serious, life-altering content. Now, I am going to show you this 2018 Twitter exchange between Burger King and Budweiser. 

I've been in this space a long time, and here's the thing: If you aren't having fun putting your content together, the person interacting with the content isn't having fun, either. Like energy attracts like energy. I'm challenging you to let loose on one piece of content, bring more joy to the noise of someone's scroll, and then let me know how that felt. 

The Power Trio: Unlocking Synergy Between Marketing, Sales, and Public Relations In A Social Media World

It's time to address the pink elephant in the digital room: the concept that a social media marketing professional is also part of your sales and public relations team. I've been encountering real confusion about marketing, sales, and public relations (PR) roles in today's social media landscape.

And I get it. These three disciplines are closely related and often work together, so it's tough to know what's what. However, they each have distinct functions and objectives that make them unique.

Keep reading, and let's break down the differences and see how they intersect in social media.

Marketing: Creating Demand and Awareness

Marketing is about listening, emotions, and creating awareness and demand for your product or service. It's profitably identifying, anticipating, and satisfying customer needs. In the social media realm, marketing takes many forms:

• Content creation and curation

• Influencer partnerships

• Community building

• Brand storytelling

Social media marketing aims to attract potential customers, engage your audience, and guide them towards purchasing. It's about crafting the right message for the right audience at the right time.

Sales: Closing the Deal

While marketing creates interest and demand, sales convert that interest into actual purchases. Sales teams focus on:

• Direct communication with potential customers

• Addressing specific customer needs and pain points

• Negotiating terms

• Closing deals

In the context of social media, sales activities might include:

• Responding to inquiries in direct messages

• Using chatbots for initial customer interactions

• Hosting live shopping events on platforms like Instagram or Facebook

The critical difference is that sales focus more on individual interactions and transactions, while marketing casts a broader net.

Public Relations: Managing Reputation

PR is about managing information spread between an organization and the public. Its primary goals are to:

• Build and maintain a positive public image

• Manage crises and mitigate negative publicity

• Establish relationships with key stakeholders, including media

On social media, PR activities might include:

• Responding to customer complaints or negative comments

• Sharing company news and updates

• Managing brand partnerships and collaborations

• Coordinating influencer relations

PR is less about direct promotion and more about shaping public perception and maintaining relationships.

The Intersection on Social Media

On social media, these three disciplines often overlap:

• A well-crafted marketing campaign can go viral, becoming a PR win

• Excellent customer service (traditionally a sales function) on social platforms can boost your brand's reputation (a PR outcome)

• PR efforts, such as influencer partnerships, can directly drive sales

The key to success is understanding how these functions work together. A cohesive strategy that aligns marketing, sales, and PR efforts can create a powerful synergy, maximizing your brand's impact on social media. Let's dive deeper into what this means in practice:

Real-Life Comparison: Launch of a Sustainable Athletic Wear Line

Let's consider the launch of a new sustainable athletic wear line to illustrate how marketing, sales, and PR work in practice.

Marketing in Action

• Brand storytelling: The marketing team creates a narrative around the eco-friendly materials and ethical production processes used in the new line.

• Content creation: They produce a series of workout videos featuring athletic models wearing the new line, showcasing style and performance.

• Social media campaign: They launch a hashtag campaign encouraging customers to share their sustainable lifestyle choices.

• Influencer partnerships: They collaborate with fitness influencers and environmentalists to promote the products.

Real-life example: Patagonia's marketing often focuses on the environmental impact of their products, using storytelling to connect their brand with conservation efforts.

Sales in Action

• E-commerce optimization: The sales team ensures the website is optimized for easy purchasing, with detailed product descriptions and size guides.

• Retail partnerships: They work with sporting goods stores to feature the new line prominently.

• Customer service: Sales representatives are trained to answer questions about the new line's materials, care instructions, and performance features.

• Promotions: They create bundle deals (e.g., buy a complete outfit at a discount) to increase average order value.

Real-life example: When Adidas launched its line of shoes made from ocean plastic, its sales team worked to educate retail partners about the product's unique selling points.

PR in Action

• Media Relations: The PR team arranges for the lead designer to be interviewed by fashion and lifestyle magazines about sustainable fashion trends.

• Event planning: They organize a launch event that doubles as a beach clean-up, inviting local media and environmental organizations.

• Corporate social responsibility: They announce a partnership with an ocean conservation nonprofit, pledging a percentage of sales to the cause.

• Crisis management: If there is criticism about any aspect of production or the materials used, PR crafts a transparent response and action plan.

Real-life example: When Allbirds launched, its PR efforts focused heavily on using innovative, sustainable materials arranging features in business and tech publications to tell its story.

The Interconnected Nature

In this athletic wear launch scenario:

• Marketing creates awareness and desire for the new sustainable line, emphasizing style and environmental benefits.

• Sales convert that interest into actual purchases, whether online or in physical stores.

• PR manages the overall narrative around sustainability in fashion and positions the brand as a leader in this space.

While each function has its primary role, they work together seamlessly. For instance, the PR-organized beach clean-up event provides excellent content for marketing's social media campaign, which can drive traffic to sales channels.

On social media, these functions often overlap:

• A customer service interaction (sales) can turn into a viral post showcasing the brand's values (PR and marketing).

• An influencer's post about the product (marketing) can lead to direct sales through swipe-up links or promo codes.

• The brand's response to a sustainability question (PR) can be repurposed as educational content (marketing).

Understanding these distinctions and interactions is crucial for anyone working in the digital space, where the lines between these disciplines often blur, especially on social media platforms. Each plays a vital role in building brand awareness, driving sales, and maintaining a positive public image.

Consistent Messaging

When marketing, sales, and PR teams align their messaging, it creates a unified brand voice across all channels. This consistency reinforces your brand identity and values, making communication more effective.

Example: Let's say you are a sustainable athletic wear brand that decides to focus on ocean plastic pollution; this theme should be reflected in:

• Marketing content (e.g., Instagram posts about ocean conservation)

• Sales pitches (highlighting how each purchase contributes to cleaner oceans)

• PR efforts (press releases about your beach clean-up initiatives)

Data Sharing and Insights

Each department gathers valuable data and insights that, when shared, can inform and improve others' strategies.

• Marketing can share engagement metrics and audience insights with PR to help shape media pitches.

• Sales can provide customer feedback to marketing, influencing future campaign directions.

• PR can alert sales about upcoming media coverage, allowing them to prepare for potential increases in inquiries.

  Amplifying Reach

When the three functions work in harmony, they can amplify each other's efforts:

• The marketing team can share A PR-secured media feature on social media, increasing its reach.

• Sales promotions can be incorporated into PR narratives about the brand's accessibility.

• Sales teams can use marketing-created content in their customer communications.

  Rapid Response and Adaptability

In the fast-paced world of social media, the ability to respond quickly and adapt is crucial. A well-aligned team can:

• Quickly address customer concerns raised on social platforms (PR) with accurate product information (sales) and turn the interaction into a positive brand story (marketing).

• Pivot marketing strategies based on real-time sales data and public sentiment tracked by PR.

  Customer Journey Optimization

By working together, these functions can create a seamless customer journey:

• Marketing attracts potential customers and builds initial interest.

• PR efforts reinforce the brand's credibility and values.

• Sales teams are equipped to address specific customer needs and close deals.

Each touchpoint is an opportunity to move the customer closer to a purchase decision and long-term brand loyalty.

Resource Efficiency

Alignment between these functions can lead to more efficient use of resources:

• Content created for a marketing campaign can be repurposed for sales materials or PR kits.

• A single social media post can simultaneously serve marketing (brand awareness), sales (with a call-to-action), and PR (by showcasing company values) purposes.

  Crisis Management

In times of crisis, a united front is crucial:

• PR can craft the official response.

• Marketing can adjust ongoing campaigns to be sensitive to the situation.

• Sales can be briefed on how to address customer concerns directly.

This coordinated approach helps maintain brand integrity and customer trust.

The Role of Social Media

Social media platforms are a melting pot where marketing, sales, and PR efforts converge. A well-coordinated strategy on these platforms can:

• Drive engagement and brand awareness (marketing)

• Facilitate direct sales through shoppable posts or swipe-up links (sales)

• Manage brand reputation through timely responses and community engagement (PR)

By understanding how these functions interact and support each other, brands can create a powerful, cohesive presence on social media. This synergy maximizes impact and creates a more authentic and compelling brand narrative that resonates with audiences across various touchpoints in their digital journey.

Those who master this integration are well-positioned to build stronger relationships with their audiences, navigate challenges more effectively, and drive sustainable business growth.

Remember, the goal isn't to eliminate the boundaries between these disciplines but to leverage their unique strengths in a coordinated manner. By fostering collaboration and maintaining open lines of communication between your marketing, sales, and PR teams, you can create a robust, adaptable, and highly effective approach to building and maintaining your brand in the digital age.

As you apply these insights to your strategies, always keep your community at the center. After all, whether it's a marketing message, a sales interaction, or a PR initiative, the ultimate aim is to connect with your community in meaningful ways that drive your business forward while building lasting relationships.

Mastering Google’s Latest Algorithm Updates: The Key to Success with Helpful Content and Trustworthy Reviews

Last week, I went to a networking event, and a colleague of mine asked me my thoughts on the updates that Google was going to make to its algorithm.

When they first started asking me about it, I had no idea what they were talking about, it's been summer after all.

But then I spent the long weekend looking into it, and this is happening.

Everywhere you look lately, some content creator or coach is talking about AI and how it's been a lifesaver for business owners to consistently pump out content to support their SEO and get them ranking higher than ever. For years, these websites needed to put out new content. Then suddenly, and thankfully for AI, the owners can sit down for an hour on a Sunday with a coffee and ask AI to write enough content to schedule not one blog a week but maybe even multiple blogs daily.

Well, our friends at Google caught on to what was happening, how people were bumping the systematic algorithm, which, if you pay for Google Adwords, does all the bumping for you.

So, thanks to AI and the way that people have been using it, we're all getting an algorithm update—one that, from my understanding of what I have read, is going to be weighed more on Reviews about your business than the content that your business is putting out there.

The real question: Does Google penalize AI content in 2024? The short answer: it depends.

Saddle up, friends, because we might be at the end of what we know about Search Engine Optimization.

What a time to be alive.

The world's leading search engine, Google, continuously updates its algorithms to provide users with the most relevant and high-quality search results. These changes are designed to improve the overall search experience and ensure that users find the information they are looking for quickly and efficiently. Over the past year, Google has made significant updates prioritizing helpful content and expert reviews. If you're a content creator, marketer, or business owner, understanding these changes can help you optimize your content strategy and improve your search rankings.

Google has made it clear that AI-generated content is not inherently against its guidelines.

However, Google has also stressed that AI-generated content must adhere to the same quality standards as human-authored content. This means AI-generated content should be original, informative, and provide value to the reader. Google has cautioned against using AI tools to generate low-quality, spammy, or misleading content, as such practices can result in penalties or lower rankings.

So what does that even mean?

1. The Helpful Content Update: Prioritizing User-Centric Information

One of the most noteworthy recent changes is the Helpful Content Update. This update prioritizes content that is genuinely helpful and user-centric. What does this mean for content creators? Essentially, Google wants to rank content that provides real value to users. The emphasis is on original, informative, and well-researched content that addresses the needs and questions of the target audience.

• Quality Over Quantity: Rather than churning out numerous low-quality articles, focus on producing fewer but more comprehensive pieces that offer in-depth insights. Quality content is more likely to engage readers, be shared across platforms, and ultimately rank higher in search results.

• Understanding User Intent: Content should be created with a clear understanding of what users are searching for. Content creators can tailor their work to effectively meet user expectations by analyzing search queries and trends.

Consistent Voice: While Google has not explicitly stated that it can definitively identify AI-generated content, the company has hinted at its ability to detect certain patterns and characteristics associated with AI-generated text. This may include analyzing factors such as:

• Consistency in writing style and tone

• Presence of factual inaccuracies or inconsistencies

• Unusual word choice or phrasing

• Lack of original insights or personal experiences

2. Product Review Updates: Fostering Trust and Authority

Google's recent updates have also highlighted product reviews, emphasizing the importance of high-quality, insightful reviews over generic or spammy content. These updates aim to enhance the credibility and usefulness of reviews in guiding consumer decisions.

• In-Depth and Authentic Reviews: Google favors reviews that provide detailed information, original research, and expert opinions. Shallow, surface-level reviews are less likely to rank well. Instead, provide comprehensive evaluations covering a product's pros and cons.

• First-Hand Experience: Reviews written by individuals with actual experience using the product are more valuable. Sharing personal insights, photos, and experiences can enhance the review's authenticity and improve its chances of ranking higher.

• Comparative Analysis: Google values content that compares multiple products, offering a balanced view. Comparative reviews that discuss the strengths and weaknesses of different options help users make informed decisions and are likely to rank better.

1. E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness

Google's commitment to high-quality content is reflected in its focus on E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. This concept is crucial for content creators, especially in health, finance, and legal advice, where misinformation can have serious consequences.

• Showcase Expertise: Content should be created or reviewed by individuals with proven expertise in the field. Adding author bios, credentials, and links to authoritative sources can help establish credibility.

• Build Authoritativeness: Websites should strive to be authoritative sources in their niche. This can be achieved through consistent, high-quality content that earns backlinks, mentions, and social shares from other reputable sites.

• Establish Trustworthiness: Trust is built through transparency and accuracy. Citing reliable sources, avoiding misleading information, and maintaining an up-to-date site can enhance the trustworthiness of your content.

As Google continues to refine its algorithm, these updates are a shift in search engine optimization (SEO) tactics and a broader movement towards a more informative and user-friendly web. By focusing on creating valuable, well-researched, trustworthy content and continuously asking for Google reviews, businesses, and content creators can improve their search rankings and build stronger relationships with their audiences.

We live in wild times of an ever-evolving digital landscape, and content that prioritizes authenticity, expertise, and user experience will be better positioned to thrive and succeed. Stay informed, adapt your strategies, and keep your content standards high to ensure you remain relevant in Google's search results and continue to effectively meet your communities needs.

Here are Five ideas on how your business can get better at asking for and receiving more Google reviews:

1. Ask Directly for a Review

Sometimes, the simplest method is the most effective. Asking for a review after a positive interaction with a customer can go a long way.

• In-Person: If you interact with customers face-to-face, take the opportunity to politely ask for a review when you know they’re satisfied.

• Personalized Emails: Send a follow-up email thanking them for their business and asking for a review. Make sure to include a direct link to your Google review page for convenience.

• Text Messages: If texting is part of your communication with customers, send a quick thank-you message with a request for a review and the link to your review page.

2. Make it as Easy as Possible

The more convenient you make it for customers, the more likely they are to leave a review. Simplify the process with tools like Google’s link generator.

• Direct Links: Generate a direct link to your Google review page and share it via email, social media, and your website.

• QR Codes: Create and display QR codes that lead to your review page. You can place these codes on receipts, business cards, or even at your checkout counter. (Do not put the QR Code on your social media.)

  3. Leverage Your Social Media Presence

  Your followers on social media are already engaged with your business, making them more likely to leave a review if prompted.

  • Social Media Posts: Share posts encouraging your followers to leave a review, and include the direct link to your review page.

  • Stories and Videos: Use Instagram or Facebook Stories to ask for reviews after a successful event or promotion. You can also create a live video thanking your customers and requesting reviews.

  4. Automate the Process with Follow-Ups

  Using automated tools makes it easy to remind customers to leave a review without additional manual effort.

  • Email Follow-Ups: Use customer relationship management (CRM) tools to send automatic emails after a purchase or service, requesting a review.

  • Post-Purchase Surveys: Include a link to your Google review page in customer satisfaction surveys. This gives happy customers an easy way to share their experience.

  5. Include Review Requests in Email Signatures

  A subtle but effective method is to include a review request in your email signature.

  • Email Signature Links: Add a brief line in your email signature, such as “Enjoyed our service? Leave us a review!” with a direct link to your Google review page.

Requesting reviews doesn't have to be awkward or challenging. Using the strategies above, you can increase your Google reviews, improve your business's online reputation with the new algorithm updates, and attract more potential customers. The key is to make the process as easy as possible and to engage with customers when they're happiest with your service. Implement these tips today and watch your Google reviews and web traffic grow.

What Mesa Verde Can Teach Us About Social Media: Lessons from Ancient Communities

I am just returning from my annual digital detox. This year, I stopped by the ancient ruins of Mesa Verde, and they blew my mind.

(Dear Reader: Mesa Verde in August is VERY hot. )

I started my visit with the museum at the top of the Mesa, where an air-conditioned film featuring modern Puebloans discussed Mesa Verde's role in their lives. 

One person in particular said something I couldn't and still cannot get out of my head. She was a Pueblo potter who said she must navigate this modern world where we need email addresses and driver's licenses while also navigating a world where all she wants to do is her pottery and connect with her heritage.

And I felt that so hard.

I never imagined when I decided to go to this National Park that I would be able to connect such a modern aspect of social media to the ancient ruins of Mesa Verde, but it happened.

Mesa Verde has a lot to teach us as entrepreneurs and humans about how we view the evolution of human connection, communication, and adaptation—principles deeply relevant to understanding and navigating the other world of social media we coexist in today.

So, as I sat in a shady rock overhang on the petroglyph trail, here are some things I thought about as I replenished electrolytes:

Community and Connection: The cliff dwellers of Mesa Verde lived in tightly-knit communities, relying on close relationships for survival and prosperity. Similarly, social media connects people across the globe, creating virtual communities where people share experiences, support each other, and build relationships. The importance of community in historical and modern contexts highlights the human need for connection, which is detrimental to our survival.

2. Communication and Record-Keeping: The ancient Puebloans used rock art and pottery communicated and recorded important events. Social media serves a similar purpose today, allowing people to share moments, ideas, and historical events in real time. Both methods of communication reflect the desire to preserve and share information.

3. Adaptation to Change: The people of Mesa Verde adapted to environmental changes and challenges, eventually relocating when resources became scarce. Social media platforms, too, are constantly evolving to meet users' needs and respond to changes in technology and society. In the digital landscape, we can migrate to platforms better suited for us. 

4. Cultural Expression: Mesa Verde's artifacts and architecture reveal much about the Puebloans' culture and beliefs. Social media provides a platform for artistic expression and sharing, allowing people to showcase their traditions, beliefs, and values to a global audience.

5. Preservation and Legacy: The preservation of Mesa Verde's cliff dwellings teaches us the importance of maintaining and respecting historical sites. Similarly, social media impacts how we preserve and share our digital legacies. How we represent ourselves online can influence our personal and collective histories.

6. Impact of Environment: The environment played a crucial role in the lives of the Mesa Verde inhabitants. Today, social media can impact our perceptions of our surroundings and ourselves. Just as the natural environment influenced ancient communities, the digital environment shapes our social interactions and perceptions.

7. Interconnectedness: The trade networks of the ancient Puebloans show how interconnected they were with other migrating communities. Social media reflects this interconnectedness on a global scale, enabling instant communication and interaction across different cultures and regions.

Visiting Mesa Verde immersed me in the rich tapestry of ancient life. It provided a valuable perspective on our modern digital landscape. By examining how the Puebloans managed their communities, communicated their stories, and adapted to environmental changes, I gained insights into the parallels with today's social media environment and how fleeting and permanent it simultaneously is,

In a world where social media shapes our interactions, influences our identities, and connects us across vast distances, the lessons from Mesa Verde remind us of the enduring principles of community, communication, and adaptation. As we navigate the complexities of the digital age, let us draw inspiration from the resilience and ingenuity of the ancient Puebloans. Their ability to create a lasting legacy in the face of change can guide us in crafting meaningful, sustainable, and respectful interactions online.

Just as Mesa Verde is a testament to a civilization's way of life, our digital footprints and social media practices can reflect our values and shape our future. My hope for these next few months and years to come is that by learning from the past, we can forge a more thoughtful and connected digital world, honoring the legacy of those who came before us while building a positive and enduring presence for generations to come.