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3 Online Marketing Myths That Even Chuck Norris Can’t Kill

3 Online Marketing Myths That Even Chuck Norris Can’t Kill

Ready for some quick trivia?

True or False? You get arthritis from cracking your knuckles.

True or False? If you’re in space, you can see the Great Wall of China.

True or False? You can kill someone if you throw a coin from the top of the Empire State Building and it hits someone’s head on the ground.

Of course, the answers are all false, false, and yes, false. These are all myths.

Why do myths exist? According to research done by University of Michigan social psychologist Norbert Schwarz:

“The conventional response to myths and urban legends is to counter bad information with accurate information. But the new psychological studies show that denials and clarifications, for all their intuitive appeal, can paradoxically contribute to the resiliency of popular myths…can bias it into thinking that false information is true. Clever manipulators can take advantage of this tendency.”

Now, if you’ve ever tried marketing anything online, I’m sure you’ve come across some internet marketing myths that seem to never die. Though I can’t prove it scientifically, I bet certain people in certain companies want new players to keep believing in these myths. And here I’d like to squash some of these online marketing myths completely:

Myth 1: More Traffic = More Money

Makes sense right? The more eye balls you have, the greater the chance of you selling some stuff. Wrong again.

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In fact, every time I hear that, I feel exactly like this:

face-palm

     

    If that were the case, how come Yahoo, which recently overtook Google for unique U.S. visitor traffic, makes a fraction of what Google makes? It’s because not all traffic is created equal.

    Let me ask you a commonsense question:

    If you sell lemonade, would you stand in the middle of the street every day screaming, “Lemonade!!!” at every person who walked by? Or would you rather wait for the summer and stand in front of a construction zone on a scorching-hot day?

    Sure you probably could make money using a shotgun approach, but I would argue that you would make more profits in less time if you target correctly. In other words, if you can target people’s intent to purchase, you can make a killing. (And that is why search engines make the big bucks because they can tell when you’re ready to buy.)

    In fact, one of my blog posts once ranked really high for some ridiculous keyword that brought in high volume, but low quality, traffic. The traffic not only did not monetize effectively, but it actually hurt my blog because it was temporarily blocked by corporate firewalls since the firewall software labeled my site a “threat” under their corporate policy.

    So what’s the use in trying to get as much traffic as possible?

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    There isn’t.

    What you need is targeted traffic that needs what you have. Doesn’t that make sense? If you open a store, you would rather have people come in and buy something than just have window shoppers. Same logic applies here.

    Myth 2: You Can “Game” the Search Engines (and Social Networks)

    Now, before I get into this, did you know Google employs thousands of people with PhDs in computer science, linguistics, applied math, physics, algorithms, etc.?

    What are the odds that an average person can beat an army of computer nerds whose job is to keep their $250 billion search engine results “authentic?”

    If an SEO company tells you that you can “SEO your way to the top,” ask them this question: How come they don’t rank #1 when you search for “SEO company?” Why did they use advertising, cold email, or however else they got to you to start the conversation?

    Makes sense, right? If they don’t eat their own dog food, why do they expect you to eat it?

    hypocrisy

      If someone offers you some crazy link-building service, or software that promises to make you rank #1 and make you billions of dollars, ask them for:

      • A reference. I doubt they even have a referral from one company that you can recognize.
      • A phone number. I doubt they even have one. If they do, it’s probably some voice IP number that gets picked up in some boiler room in some country you can’t even pronounce.
      • “Dog food.” That is, what keywords do they personally rank for.

      The bottom line is, if it looks like a duck, smells like a duck, walks like a duck, and quacks like a duck, yes…it’s probably a scam or at best a zero-value proposition.

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      So, what’s the right way? There’s no magic. It’s common sense.

      Just think this way: How did our parents and grandparents get the word out about their business, product, or service? Yes, they got up a tree and yelled, they made nice fliers and brochures, and got good ol’ word-of-mouth recommendations. It’s no different in the online world: be social, create awesome media, share, be nice, and yes, try to get people to refer you (i.e. give you a link back).

      Myth 3: Build It and They Will Come

      I see newbie internet entrepreneurs everyday—e-commerce people, software-as-service people, digital products people…all kinds of people. They think just because you have a “buy now” button, and you turn on advertising, then—voilà! Profit!

      hilarious-catch-fails-missed-ball-sports2

        Miscalculated move.

        There are now hundreds of millions of websites, all asking for your attention, and your wallet. Do you really think that just because you have a brand new website that’s nice and shiny and has lovely content, that people are going to trust you?

        Now, this is where common sense comes into play once again.

        Remember when you were single (or if you are single and dating now, I guess you’re going through this) and you went on dates?

        Now, if you’re a guy, what are the odds that you’re going to take that girl home on the first night? Or if you’re a girl, what are the odds that your Prince Charming is going to get on his knees and propose to you that night? Unless you’re Rico Suave or Kim Kardashian, your chances are probably in the sub-1% range.

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        Now, I’m not saying that it’s a bad probability, but the odds are much better if you “nurture” your lead to a point where they feel comfortable with you and start opening up to you. You know, that “crazy” thing you learn in social life called building rapport and establishing trust.

        Guess what? It’s the same in online world. In other words, the odds of you converting a complete stranger to some commercial transaction on the first try are going to be fairly low.

        So what do you do?

        Teach, explain case studies, tell stories, and show examples. All the helpful stuff that people actually do like.

        Do what you’d do in the offline world: communicate, show, share, and yes, listen. This means you have to create media like newsletters and blog posts. In other words, teach people why their problems exist and how you can solve them, and you will never need to “sell” again.

        With each and every “marketing” step you take with them, you’re making them feel more comfortable about buying your stuff. Remember: no one wants to be “sold.” And everyone wants to feel special.

        Takeaway

        1. Don’t “collect” traffic. Focus on who you can serve and target them.
        2. Don’t “SEO”. Focus on creating content people find useful.
        3. Don’t try to “convert users.” Focus on creating value, building rapport, and developing their trust.

        Remember, “traffic” is another way of saying “the person at the other end of the internet.”

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        3 Online Marketing Myths That Even Chuck Norris Can’t Kill

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        Last Updated on May 22, 2019

        50 Great People To Follow On LinkedIn, No Matter Your Industry

        50 Great People To Follow On LinkedIn, No Matter Your Industry

        LinkedIn is an excellent platform to network with great people to help you in your career and businesses. However, with over 575 million people on the site, who should you follow? This list will steer you to the right people to follow, organized by categories of expertise.

        Job Search Experts

        You will likely have several jobs throughout the course of your career, and you will constantly need advice on new trends and strategies out there in the job market. Here are the LinkedIn experts who you should follow on these matters.

        1. Liz Ryan is the CEO and founder of Human Workplace. Her articles on job searching are filled with creative and colorful cartoons.

        2. Lou Adler is the author of The Essential Guide for Hiring and Getting Hired.

        3. Dr. Marla Gottschalk will help you make an impact in a new job.

        4. Hannah Morgan runs CareerSherpa.net, where she gives expert advice on job searching and how to be more visible online.

        5. Alison Doyle is the CEO and Founder of CareerToolBelt.com.

        Management Experts

        They say that people leave managers, not jobs. These experts in LinkedIn will help you become your employees’ dream manager.

        6. Jeff Weiner. How can we leave out the CEO of LinkedIn himself?

        7. Nozomi Morgan is an executive coach. She can help you transition from a boss to a true leader.

        8. Mickey Mikitani is the CEO of Rakuten. He constantly shares his expertise in managing a global player in e-commerce platforms.

        9. Andreas von der Heydt was the head of Amazon’s Kindle Content and now the Director of Talent Acquisition. He has extensive experience in management, branding, and marketing.

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        Productivity Experts

        By maximizing your productivity, you can win in all aspects of life. The following LinkedIn experts will help you win big in your career.

        10. Gretchen Rubin is a happiness coach and the bestselling author of the The Happiness Project.

        11. Carson Tate is the founder of Working Simply. She advises us to include play in our schedules.

        12. Greg Mckeown is an essentialist. Part of being an essentialist is saying no to many things so that we can focus on the things that matter.

        13. Brian de Haaff, CEO of Aha! Labs Inc. provides strategies on how to be productive and happy at work at the same time.

        Marketing Experts

        14. Sujan Patel is VP of Marketing at When I Work, an employee scheduling software. He is an expert in content marketing and he even shares his ideas on content marketing in 2020.

        15. Megan Berry is the Head of Product Development at Rebelmouse, a content marketing and AlwaysOn powerhouse.

        16. Sean Gardner will help you navigate the social media landscape. This includes how to use different platforms to help accelerate your career. He is also the bestselling author of The Road to Social Media Success.

        17. Christel Quek is an digital and marketing expert. She is the VP of South East Asia at Brandwatch. Their products help businesses utilize social media data to make better business decisions.

        18. Jeff Bullas is a digital marketing expert. His blog has over 4 million readers annually.

        19. Michael Stelzer is the CEO and Founder of social media powerhouse site, Social Media Examiner.

        20. If you’re looking for inbound and content marketing expertise, follow Dharmesh Shah, Founder and CTO of Hubspot.

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        21. David Edelman is a McKinsey partner and is at the helm of the Digital Marketing Strategy Practice Department.

        22. Dave Kerpen leads the social media software company Likeable Local. He is the author of Likeable Social Media: How to delight your customers.

        23. Clara Shih is the CEO of Hearsay Social and the author of The Facebook Era.

        24. Aaron Lee is Grand Master of Customer Delight at Post Planner. He is an excellent resource for everything social media.

        25. David Sable is the CEO of Y&R, one of the largest advertising firms in the world.

        26. Content marketing trumps traditional marketing these days, and who else better to lead you in this area than Joe Pulizzi, Founder of Content Marketing Institute.

        Personal Branding Experts

        Part of what we market in our personal career is our brand. When people hear your name, what kind of brand comes into their mind? What traits and qualities do they associate with you?

        Here are some personal branding experts from LinkedIn to improve your own brand.

        27. Dorie Clark is the author of Stand Out and Reinventing You. He can help you craft the professional image you’ve always wanted.

        28. Dan Schawbel is the managing partner of Millennial Branding. If you’re a millennial, Dan is the guy to help you craft your personal brand.

        Other Notable Experts to Follow

        29. Lisa Gates is the expert to follow if you’re negotiating for higher salaries and promotions.

        30. If you’re a Baby Boomer, Marc Miller will help you navigate the continually changing landscape of the workplace.

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        31. To avoid getting your resumé moved to the “No” pile, read Paul Freiberger’s excellent advice.

        32. James Caan provides insightful ideas on careers in general. He is also a serial entrepreneur.

        33. Jeff Haden writes on various topics, such as leadership and management. He is the owner of Blackbird Media.

        34. If you’re looking for expert business advice on getting new customers and keeping them, follow Jay Baer.

        35. Suzanne Lucas, aka Evil HR Lady, is a great human resources specialist.

        36. If you need help in using Twitter to boost your career, Claire Diaz-Ortiz can guide you in the right direction.

        37. Ryan Holmes is the CEO of Hootsuite, a social media management tool.

        38. Customers are the lifeblood of a business and Colin Shaw focuses on revolutionizing this customer experience.

        39. Brian Solis often reflects on the future of business and how technology can disrupt our world.

        40. Nancy Lublin provides advice on more lighthearted topics, which are perfect after a long day’s work. She is the CEO behind Dosomething.org, a portal designed for social change; and the founder & CEO of Loris.ai and Crisis Text Line.

        41. Katya Andresen provides advice on how to manage your career. She was the CEO of Cricket Media and now responsible for the SVP Card Customer Experience at Capital One.

        42. Gallup has created a system to test what your strengths are and how to use them at work. Jim Clifton is the CEO of Gallup.

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        43. Adam Grant is a Wharton Professor and the author of Give and Take, which provides advice on why being helpful at work can accelerate your career.

        44. Hunter Walk is a partner at Homebrew Venture Capitalist Company and has specialty in product development and management.

        45. If you’re running a nonprofit organization, follow Beth Kanter for expert advice on this area.

        46. Emotional Intelligence is necessary to succeed in your career, and Daniel Goleman is your expert for that.

        47. Rita J. King connects science, technology and business.

        48. Tori Worthington Rose is a Creative Director at Mary Beth West Communications, LLC. She has extensive experience in sales and digital media.

        49. If you’re looking for some advice on how to use writing and personal content marketing to boost your career, follow Ann Handley.

        50. Tim Brown is the CEO at IDEO and shares his insights on Leadership and Creativity.

        These are just some of the key thought leaders and movers in various industries. They will provide you with constant inspiration, as well as the willpower to pursue the career that you’ve always wanted. Their stream of expert ideas in their respective fields will help you become well-equipped in your professional pursuits.

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