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.

Digital Overload: Navigating Social Media Fatigue as an Entrepreneur

Here's where I'm at. There is so much happening. Once I have heard and accepted one thing, then BAM, something else posts on social media that turns my head on my neck in a totally different direction.

But I know I am not the only one feeling like this lately; otherwise, I wouldn't be called to address the pink elephant in this digital room. I know at least one of you who stopped to read this is feeling the same way—call it intuition.

I feel like we're all at this point where things are wild, and we truly might be having to WORK at keeping our mental health in check right now. 

I decided to set a boundary with myself and only tap into social twice daily. I decided on Sunday because when I got my screen report for the week, my screen time was up by 6 hours! That was 6 hours of human existence I missed because I got sucked into the man-made world of social. 

My average for anyone who cares is 3 hours and 35 minutes a day (as I write this, I am already down 50% of my consumption from last week) - however, I am having a hard time because I allowed myself and chose to be on social media for that much longer. <Insert Eye Roll Emoji>

If you are also feeling like you are having a bunch of thoughts and feelings about what is going on but that you need to ignore what's going on, act like everything is fine and "normal," and keep posting as if nothing is going on, it's like I'm sitting right next to you, friend. 

I post content, and in the back of my mind, a day after another unprecedented thing happens, I'm thinking, "Do people care about this product, service, or whatever? In my mind, the people on the other side of the screen who will see this are either doom scrolling for information or disassociated and in freeze mode, looking for dog or cat videos to entertain them and not looking to book a session or buy a product.

And then I hit post because I'm a professional, and it matters to keep the algorithm fed because, at some point, that post will matter because we kept the algorithm fed.

What I wanted to remind you of today is that you are not the only one mentally exhausted from social media. 

Our brains are not biologically made to ingest and handle this amount of content at this rate, including posts, podcasts, and memes. Your brain is overloaded.

It's okay to step away, schedule some generic posts to pacify the algorithm so it doesn't think you're gone forever, delete the apps from your phone for the weekend, and reinstall them on Monday.

Because, fellow business owner and entrepreneur, your mental health is the foundation of your entire business; you've gotta focus on getting that right. You are a human first, and then a business owner, whatever number on your list of who you are. Your human brain needs a pause; your customer's human brains need pauses.  And for now and the foreseeable future, your biggest content competition is the news cycle. It's always going to grab attention first. 

It's summer. Leave people on for more than 5 minutes, hug a tree, swim in a lake, dine al fresco with people you love, take your dog swimming, read a book on a beach, get out there, have a human experience, and enjoy the real world. I plan to do all of that with this week's "extra 6 hours." My business will always be here, your business will be there, and things will swing back when people regain their bearings. 

For now understand you're not alone in all of this.

Silence Costs: How Neglecting Your Contact Page Hurts Your Business Marketing

I've been thinking a lot about contact pages on business websites, mostly because I have sent out some inquiries through contact pages on websites for services that I'm interested in booking. I haven't heard anything back, and it's been weeks. 

Not only is it extremely frustrating for someone who wants to hand money over for services like yesterday to these businesses, but it could be better PR and Marketing.

If you aren't going to respond to inquiries via contact pages, why do you even offer one?

Here's why I say this…

Your contact page is not only the OG of lead generation but also sets the pace for the user experience with your business or brand. It is the first line of direct contact and communication. 

1. Establishing Trust and Credibility

A well-thought-out contact page featuring clear and accessible information instantly conveys professionalism and reliability to visitors. It serves as a direct channel for customers to reach out to your business, showcasing transparency and a willingness to engage with your audience. Users who can easily find your contact details are more likely to trust your brand and perceive it as legitimate.

2. Encouraging Customer Engagement

By providing multiple communication channels, such as email addresses, phone numbers, and social media links on your contact page, you empower visitors to choose their preferred method of interaction. This enhances user experience and encourages customers to engage with your brand, ask questions, and provide feedback. An engaged customer is more likely to become a loyal customer.

3. Enhancing User Experience

A streamlined contact page contributes to overall website usability and enhances the user experience. Visitors should be able to locate your contact information effortlessly without navigating through multiple pages. Clear and concise contact details improve navigation and ensure that users can quickly contact your business.

4. Generating Leads and Inquiries

A strategically optimized contact form on your contact page can be a powerful lead-generation tool. By carefully designing form fields and calls to action, you can encourage visitors to submit inquiries, sign up for newsletters, or request consultations. An effective contact form can convert visitors into valuable leads for your business.

The Impact of Neglecting Contact Page Inquiries

When a business neglects customer inquiries submitted through the contact page, the repercussions can be more significant than they might anticipate. Failing to respond promptly or effectively to these communications can significantly impact the business's reputation, customer satisfaction, and overall success.

Customer Dissatisfaction

By ignoring customer inquiries, businesses signal their audience that they are not valued or respected. This can lead to frustration, disappointment, and, ultimately, dissatisfaction with the brand. Customers who need to be addressed will likely seek out competitors who prioritize their needs and provide timely responses.

Lost Opportunities

Every contact form submission represents a potential opportunity for the business. Whether it's a sales inquiry, a partnership proposal, or simply a question about the products or services offered, failing to respond means missing out on valuable leads and potential conversions. Pay attention to these inquiries to avoid lost sales and missed connections with potential customers.

Damaged Reputation

Word travels fast; customers who feel unheard or ignored by a business will likely share their negative experiences online through reviews, social media posts, and forums. This can damage the business's reputation, leading to a loss of trust and credibility among existing and prospective customers. Poor customer service can have lasting effects on a brand's image and make attracting and retaining customers challenging.

Decreased Customer Loyalty

Effective communication is critical to building solid relationships with customers. By neglecting contact page inquiries, businesses miss out on opportunities to engage with their audience, address concerns, and provide assistance when needed. This lack of communication can erode customer loyalty over time, as customers may feel undervalued and unsupported by the business.

In all of this, I am glad that I reached out to my first choices for the services I was looking for because now I know they do not fully deserve my business, and I'm likely not to refer any other company to them. Those are the cold, hard facts of the digital situations we are all in. 

If you have made it this far, check the email your contact forms go to and respond to them promptly because you are losing potential and future business.

Digital Marketing As A Practice And Why Hiring A Professional Is A Good Idea

I had a conversation with a fellow business owner about how Medical Professionals and Lawyers are "in the Practice" of medicine and law.

Which got me thinking about the term- practice.

It's a curious term, isn't it—the practice of? People say, "I own a medical/dental practice or law practice," because their fields are constantly evolving. 

And then I thought about how I, as a digital marketer, am in the practice of marketing.

These professions aren't just jobs but ongoing journeys of learning and refinement. And I'm not about to compare marketing to the level of education medical professionals and attorneys have. I want to make the case for why marketing, especially digital marketing, needs to be considered a "practice" in the same vein.

Let's start with why medicine and law are called practices:

1. Continuous Learning: Both fields are ever-evolving. New medical treatments and legal precedents emerge constantly, requiring professionals to stay updated.

2. Application of Theory: While grounded in scientific or legal principles, these professions require the practical application of knowledge to unique situations.

3. Skill Refinement: Doctors and lawyers hone their skills throughout their careers, improving with experience.

4. Ethical Considerations: Both involve complex moral decisions, often without clear-cut answers.

5. Adaptability: Each patient or case is unique, requiring adaptable approaches rather than one-size-fits-all solutions.

Now, let's consider looking at digital marketing and marketing in general through this lens:

1. Continuous Learning: The marketing landscape changes at breakneck speed, especially in social media. New platforms emerge algorithms shift, and consumer behaviors evolve rapidly. We're always learning, adapting, and growing.

2. Application of Theory: While we have foundational marketing principles, their application in the real world requires nuance, creativity, and strategic thinking.

3. Skill Refinement: From copywriting to data analysis, our skills are constantly being honed. Each campaign teaches us something new.

4. Ethical Considerations: We grapple with privacy, transparency, and social responsibility issues. The ethical use of data and the impact of our messages on society are constant considerations.

5. Adaptability: Every brand, every audience, and every campaign is unique. We must tailor our approaches to meet specific needs and goals.

The idea of marketing as a practice encourages a mindset of continuous improvement. It acknowledges that we're not just executing tasks but engaging in a craft that requires dedication, ethics, and lifelong learning.

If we began to embrace marketing as a practice, it could elevate our profession in several ways:

1. Increased Respect: It could help others see the depth and complexity of our work.

2. Ethical Focus: It emphasizes our responsibility to practice ethically and responsibly.

3. Professional Development: It encourages ongoing learning and skill improvement.

4. Client Relationships: It fosters a collaborative approach with clients, working together towards goals rather than simply providing a service.

While digital marketers may not be performing surgery or arguing court cases, we marketers are engaged in a complex, evolving, and impactful human practice. By recognizing digital marketing as a practice, we acknowledge its depth, its challenges, and its potential for positive impact.

So the next time you ask an intern or a family member to take on the role of the company's digital marketing because they are good with social media, keep in mind that it's not just semantics—hiring a professional marketer is a recognition of the skill, dedication, and ongoing journey of growth that our profession demands. 

Let's shift the mindset and embrace the practice of marketing, with all the responsibility and opportunity that entails.

If your business is ready for a digital marketing strategy or for a fractional CMO Reach Out.

Why Engagement Pods and Follow Loops Are Hurting Your Social Media Strategy

Lately, on social media, no matter the platform, I keep seeing these posts to join in the engagement pods and follow loops. Instagram and LinkedIn, specifically, are where I've seen them come back into action the most. The first time I saw them, I wondered If I had traveled back to the glory days of the Instagram engagement pods of 2016. But then I had a professional in one of my networking groups talking about how they had just paid to join a follow and engagement pod on LinkedIn- paid!

So, let's discuss this 2017 concept that I thought was dead but has since risen from the ashes to come back and haunt us all again.

At the beginning of these loops, pods, whatever you want to call them, it was helpful because the algorithm didn't really pick up on and notice them too much. But here we are a bunch of years later; the algorithm has figured out they exist and squashes your organic reach without you really knowing about it. 

Honestly, professionally and personally, I don't like any variation of this trend on every platform that it's being offered on because it's not effective. It's not doing what you want it to do, which I am assuming here is to get you more leads and book you more business. 

When you participate in these pods, you will gain followers and engagement from the people who have joined the pod. But are the people in the pod your target client, or are they just more people who are desperate for engagement on their posts? 

Because eventually, and proven, they will unfollow or, at some point, they will not interact.

Friends, please understand… 

Bringing in new followers is easy—I can sense that you just rolled your eyes at me. And I'll get to how it's easy, but holding and keeping the attention of the community members that you already have is where the real games begin. 

I'm going to ask you this question, and I know you'll huff and roll your eyes again, but when was the last time you engaged organically on a social media post? When was the last time you didn't quickly scroll through your feed, tap through your stories, and stop actually leaving a comment or even liking a post? 

I see it so often: business owners want more engagement, but they aren't engaging themselves. 

All healthy and functioning relationships require the work of the people involved. Yet you're asking for organic attention and validation while not reciprocating it to the members of your already existing community.

I challenge you to interact, comment, and like posts while scrolling for the next 7-10 days after you read this (because I know you are) and then see what happens to your organic engagement at the end of your experiment.

For the billionth time, if you've been here a while, your "follower count does not equal your sales count." How engaged you are with your community fuels your sales count.

Marketing Lessons from 90s Country Songs: Crafting Compelling Campaigns with Heartfelt Storytelling

You start scrolling your way, I start scrolling mine, and we meet in the middle. 

I have a secret: on days when inspiration and words aren't flowing, I turn on a 90s Country playlist.

Why 90's Country, you ask—well, it's because marketing is all about feelings and storytelling.

And no one does feelings, feelings, and storytelling better than 90's country songs.

The future of marketing is getting back to relating to someone's heart. The content that is performing well right now as I write this is uncurated and real.

WHY?

Because it's relatable and attainable- it speaks to someone's heart and creates a feeling.

Together, let's analyze 90s country songs that can offer insights into various aspects of marketing, including messaging, branding, storytelling, and emotional appeal. Here are some lessons we can learn.

1. Emotional Connection: 90s country songs often emphasize storytelling and evoke strong emotions. Similarly, effective marketing campaigns should aim to create emotional connections with the audience, whether it's through nostalgia, empathy, or shared values.

2. Authenticity: Many 90s country songs portray authentic, relatable everyday life experiences. Authenticity in marketing builds trust and credibility with consumers. Brands that convey honesty and sincerity in their messaging are more likely to resonate with their target audience.

3. Know Your Audience: Country music artists understood their audience well and crafted songs that spoke directly to their experiences and values. Similarly, successful marketing campaigns are tailored to resonate with specific target demographics, understanding their needs, preferences, and cultural context.

4. Brand Storytelling: Country songs are often rich in storytelling, painting vivid pictures of characters and situations. Effective marketing campaigns use storytelling to engage and captivate audiences, creating memorable brand narratives that consumers can connect with on a deeper level.

5. Simplicity and Clarity: Many 90s country songs convey their message with simple, straightforward lyrics that are easy to understand. In marketing, clear and concise messaging is key to effectively communicating a product's or service's benefits to consumers.

6. Universal Themes: Despite focusing on specific themes like love, heartbreak, and small-town life, 90s country songs often address universal human experiences. Similarly, successful marketing campaigns usually tap into universal themes and emotions that resonate across diverse audiences. The great philosopher Alison Krauss says best: "Old Mr. Webster could never define what's being said between your heart and mine."

7. Consistency: Country music artists often maintained a consistent image and sound throughout their careers, building a loyal fan base over time. Similarly, brands benefit from consistency in their messaging, visual identity, and customer experience, which helps to reinforce brand recognition and loyalty.

8. Adaptability: While rooted in tradition, country music evolved to stay relevant to changing audience tastes and cultural trends. Similarly, successful marketing strategies must adapt to new technologies, consumer behaviors, and market dynamics to effectively reach and engage target audiences. The times are changing in marketing. Gone are the days of the overly masculine "Buy this, it will change your life," and entering is the softness of the feminine and speaking to the heart. 

If you're feeling stuck, search for a 90s country playlist. Listen to a few songs and pay attention to the themes, stories, and strategies in the songs. Can you see what they are describing in your mind's eye while dancing around your kitchen? Try these valuable insights to craft compelling campaigns that resonate with consumers and drive meaningful connections with their brands. Like a timeless country ballad, the best marketing campaigns can touch hearts and stand the test of time.

And if you're still stuck, it's time for us to meet up. 

Ain't no scroll to a long- cause we meet in the middle. 

Exploring the Parallel Realities of "The Truman Show" and Social Media

I had a thought recently about the 1998 movie The Truman Show and its parallel to the 2010 released Instagram app. I don’t know where these thoughts come from, but sometimes I gotta go with them. 🤗

For some reason, the image of the people in the bar scene watching the Truman Show live reminded me of Instagram's magnifying glass search feature, and how sometimes we can get peeks into random lives of people, we aren't following when they show up on our search feed.

Let’s get into how parallel The Truman Show and Social Media are.

In a world where we are simultaneously straddling reality and virtual reality, it's fascinating to observe how certain aspects of our virtual existence mirror the themes explored in classic cinema. One such fascinating parallel exists between the world of social media and the iconic film, "The Truman Show." Released in 1998 and directed by Peter Weir, "The Truman Show" starred Jim Carrey as Truman Burbank, a man unaware that his entire life is a meticulously crafted reality TV show. Surprisingly, this narrative resembles the curated realities often portrayed on social media 26 years later.

THE FACADE OF PERFECTION

In "The Truman Show" and Social Media, the prevalent theme is portraying an idealized reality. Truman's life is meticulously orchestrated to present an idyllic suburban existence, complete with a loving wife, friendly neighbors, and a picturesque town; similarly, on Social Media, like it or not, users meticulously curate their feeds to showcase only the most flattering aspects of their lives - exotic vacations, gourmet meals, and glamorous events. Behind the scenes, however, both Truman and Social Media users may grapple with insecurities, loneliness, or dissatisfaction hidden beneath the veneer of perfection.

The parallels between social media and "The Truman Show" remind us of the complexities inherent in our digitally mediated lives. While both offer glimpses into alternate realities, they also underscore the importance of questioning the narratives we encounter and striving for genuine connection amidst the curated facade.

As we navigate these dual realities, we face the challenge of staying true to ourselves in a world where deception can often overshadow authenticity.

Every upload, story, and comment becomes a part of your digital presence, not only shaping how others perceive you but also how you perceive and love yourself.

Just like Truman, who was unaware of the cameras capturing his every move, social media users often forget the extent of their online visibility. When you post to social YOU are aware that others can see the content you are putting out there. The allure of likes, comments, and followers from a post can create a sense of validation, mirroring Truman's need for approval in his constructed world.

If you made it this far, I want to remind you that your worth as a human or a business is not defined by the number of likes, comments, or followers you have.

Remember that this is a virtual landscape and that your online presence should reflect your offline self. The quest for social validation and cultivating your online identity are journeys filled with twists and turns, challenges and triumphs, much like REAL LIFE.

Much like Truman's quest for truth in a world built on lies, your journey in the digital sphere is a quest for authenticity in a deception-dominated realm.

Consumers and scrollers are screaming for more real and relatable content. The overly branded and curated feed is on its way out; real connection and storytelling are the future of digital marketing.

How are you embracing the future?

If you need help navigating this for your business let’s chat.

Unmasking the Social Media Facade: The Importance of Being Genuine and Integrity in Business

Social media has given rise to a culture of carefully crafted online personas. So much so that I feel sometimes scrollers forget that the content they consume is mainly made by just another human being, not an actor or actress. However, many individuals and businesses have created almost a "character" who presents a "perfect" image on social media, often at the expense of their authenticity and integrity. An example is the last week of December 2023, when one of the biggest YouTubers who quit YouTube a few years ago announced they were quitting all social media. 

But the truth is, people can see through the facade of social media. They are seeking to do business with individuals of integrity and authenticity. Consumers want to interact and engage with genuine businesses that prioritize honesty and transparency.

With the constant stream of people curating their lives on social media, it is increasingly difficult for businesses to differentiate themselves from the crowd.

Among other things, in 2024, presenting a polished and curated image online is on its way out.

People want to know they are doing business with a real person, not just a faceless company. They want to know that the person behind the business is honest, trustworthy, and genuine. They can tell that by deciphering the intention of your digital communications. Whether you know it or not, your intention shows in everything you email, post, and photograph. 

The days of the gimmicky and limited-time FOMO sales pitches are slowly expiring. Hustle culture and consumers are turning into something else.

The Power of Genuineness in Building Customer Relationships

I don't know about you, but the ever-increasing competition has made it challenging for brands to stand out. Your post is competing for attention from some of the top dog influencers; after all, because of this, many businesses resort to artificial tactics to grab people's attention, a.k .a. replicating anything that has gone viral. 

Because of this phenomenon, what has been so interesting to me is that Instagram and other social channels have gotten so great at socially programming users to refrain from posting due to low reach. Because less reach means less engagement, it means fewer people wanting to share their content, leading people to NOT engage with other people's content out of spite. Do you see how this is backward and will not bring any awareness to your brand, business, or whatever? 

To be genuine in your online presence and personal brand, keep the following points in mind:

1. Know Yourself: Before presenting yourself as genuinely as possible, you must know who you are. What values are important to you? What makes you unique? When you have a clear understanding of yourself, it becomes easier to create content that is authentic and reflects your true self. This is the hardest step because it asks you to get to know yourself, the good, the bad, and the ugly. 

2. Be Consistent: Consistency is vital in building your online presence and personal brand. Consistency in your messaging and communications makes it easier for your followers to connect with you and build a relationship with your brand or business. Ensure your content reflects your brand's values and messaging and remains consistent across all platforms.

3. Share Your Story: Storytelling is a powerful way to build authentic connections with your followers. Share your story, your journey, and your experiences. When you are transparent about your journey, your followers will feel part of it, creating a sense of connection and loyalty to your brand.

4. Engage with Your Followers: Engaging with your followers is another way to build an authentic online presence. Respond to comments, actively participate in conversations, and show appreciation for your followers by sharing their content or giving shoutouts to loyal followers. Building relationships through online engagement is essential to build an authentic and loyal fan base.

5. Be True to Yourself: Lastly, be true to yourself when building your online presence and personal brand. Don't try to be someone you're not or create a false persona to attract a larger audience. Authenticity is what sets you apart from your competition, and it's what your followers are seeking.

Once you know yourself, understand the intention of putting your digital marketing out into the ether, be consistent, share your story, engage with your followers, and remain true to yourself, you can create a genuine online presence and personal brand that stands out and builds authentic connections with your followers.

We're all getting better at seeing posts and people for what and who they are, aren't we?

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Being genuine and transparent with your audience can build a loyal following and establish your brand as a trustworthy authority in your industry. Remember, your intention in posting is the best policy moving forward as you create content this year. Subscribe to the weekly Maven Movement email for more tips and insights on succeeding in your business.