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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 April 8, 2020

        9 Tips for Starting a New Job and Succeeding in Your Career

        9 Tips for Starting a New Job and Succeeding in Your Career

        Congratulations, you’re starting a new job! You’re feeling relieved that the interviews and the wait for a decision from the hiring manager is over, and you’ve finally signed the offer.

        Feelings of fear and anticipation may surface now as you think about starting work on Monday. Or you may feel really confident if you have plenty of work experience.

        Remember to not assume that your new work environment will be similar to previous ones. It’s very common for seasoned professionals to overestimate themselves due to the breadth of their experience.

        Companies offer different depths of on-boarding experiences.[1] Ultimately, success in your career depends on you.

        Below are 9 tips for starting a new job and succeeding in your career.

        1. Your Work Starts Before Your First Day

        When you prepared for your interview, you likely did some research about the company. Now it’s time to go more in depth.

        • How would your manager like you to prepare for your first day? What are his/her expectations?
        • What other information can your manager provide so that you can start learning more about the role or company?
        • What company policies or reports can you review that can get you acclimatized to your new job and work environment?

        You’ll need to embrace a lot of new people and information when you start your new job. What you learn before your first day at work can help you feel more grounded and prepare your mind to process new information.

        2. Know Your Role and the Organization

        Review the job posting and know your responsibilities. Sometimes, job postings are simplified versions of the job description. Ask your manager or human resources if there is a detailed job description of your role.

        Once you understand your key responsibilities and accountabilities, ask yourself:

        • What questions do you have about the role?
        • What information do you need to do your job effectively?
        • Who do you need to meet and start building relationships with?

        Continue to increase your knowledge and do your research through the company Intranet site, organizational charts, the media, LinkedIn profiles, the industry and who your company competitors are.

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        This is not a one time event. Continue to do this throughout your time with the company. Every team or project you engage with will evolve and change.

        Keep current and be ready to adapt by using your observational skills to be aware of changes to your work environment and people’s behaviour.

        3. Learn the Unwritten Rules at Work

        Understanding your work culture is key to help you succeed in your career.

        Many of these unwritten rules will not be listed on company policies. This means you’ll need to use all of your senses to observe the environment and the people within it.

        What should you wear? See what your peers and leaders are wearing. Notice everything from their jewelry down to their shoes. Once you have a good idea of the dress code you can then infuse your own style.

        What are your hours of work? What do you notice about start, break and end times? Are your observations different from what you learned at the interview? What questions do you have based on your observations? Asking for clarity will help you make informed decisions and thrive in a new work setting.

        What are the main communication channels?[2] What communication mediums do people use (phone, email, in-person, video)? Does the medium change in different work situations? What is your manager’s communication style and preference? These observations will help you better navigate your work environment and thrive in the workplace.

        4. Be Mindful of Your Assumptions

        You got the job, you’re feeling confident and are eager to show how you can contribute. Check the type of language you are using when you’re approaching your work and sharing your experiences.

        I’ve heard many new employees say:

        • “I used to do this at ‘X’ company …”
        • “When I worked at “X” company we implemented this really effective process …”
        • “We did this at my other company … how come you guys are not …”
        • “Why are you doing that … we used to do this …”

        People usually don’t want to hear about your past company. The experiences that you had in the past are different in this new environment.

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        Remember to:

        • Notice your assumptions
        • Focus on your own work
        • Ask questions, and
        • Learn more about the situation before offering suggestions.

        You can then better position yourself as a trusted resource that makes informed decisions tailored to business needs.

        5. Ask Questions and Seek Clarification

        Contrary to common belief, asking questions when you’re starting a new job is not a vulnerability.

        Asking relevant questions related to your job and the company:

        • Helps you clarify expectations
        • Shows that you’ve done your research
        • Demonstrates your initiative to learn

        Seeking to clarify and understand your environment and the people within it will help you become more effective at your job.

        6. Set Clear Expectations to Develop Your Personal Brand

        Starting a new job is the perfect time to set clear expectations with your manager and colleagues. Your actions and behaviors at work tells others about your work style and how you like to operate. So it’s essential to get clear on what feels natural to you at work and ensure that your own values are aligned with your work actions.

        Here are a few questions to reflect on so that you can clearly articulate your intentions and follow through with consistent actions:

        Where do you need to set expectations? Reflect on lessons learned from your previous work experiences. What types of expectations do you need to set so that you can succeed?

        Why are you setting these expectations? You’ll likely need to provide context and justify why you’re setting these boundaries. Are your expectations reasonable? What are the impacts on the business?

        What are your values? If you value work life balance, but you’re answering emails on weekends and during your vacation time, people will continue to expect this from you. What boundaries do you need to set for yourself at work?

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        What do you want to be known for? This question requires some deep reflection. Do you want to be known as a leader who develops and empowers others? Maybe you want to be known for someone who creates an environment of respect where everyone can openly share ideas. Or maybe you want to be someone who challenges people to get outside their comfort zones?

        7. Manage Up, Down, and Across

        Understanding the work styles of those around you is key to a successful career. Particularly how you communicate and interact with your immediate manager.

        Here are a few key questions to consider:

        • How can you make your manager’s job easier?
        • What can you do to anticipate her/his needs?
        • How can you keep them informed (and prepared) so they don’t get caught off-guard?
        • What are your strengths? How can you communicate these to him/her so that they fully understand your capabilities?

        These questions can also apply if you manage a team or if you deal with multiple stakeholders.

        8. Build Relationships Throughout the Company

        It’s important to keep learning from diverse groups and individuals within the company. You’ll get different perspectives about the organization and others may be able to help you succeed in your role.

        What types of relationships do you need to build? Why are you building this relationship?

        Here are some examples of workplace relationships:

        • Immediate Manager. He/she controls your work assignments. The work can shape the success of your career.
        • Mentors. These are people who are knowledgeable about their field and the company. They are willing to share their experiences with you to help you navigate the workplace and even your career.
        • Direct Reports. Your staff can influence how successful you are at meeting your goals.
        • Mentees. They are another resource to help you keep informed about the organization and your opportunity to develop others.

        Other workplace relationships include team members, stakeholders, or strategic partners/sponsors that will advocate for your work.

        Learn more in this article: 10 Ways to Build Positive And Effective Work Relationships

        9. Keep in Touch With Those in Your Existing Network

        “Success isn’t about how much money you make; it’s about the difference you make in people’s lives.” – Michelle Obama

        You are part of an ecosystem that has gotten you to where you are today. Every single person and each moment that you have encountered with someone has shaped who you are – both positive and negative.

        Here’s How to Network So You’ll Get Way Ahead in Your Professional Life.

        Make sure you continue to nurture the relationships that you value and show gratitude to those who have helped you achieve your goals.

        Summing It Up

        There are many aspects of your career that you are in control of. Observe, listen, and make informed decisions. Career success depends on your actions.

        Remember to not assume that your new work environment will be similar to previous ones.

        Here are the 9 tips for starting a new job and succeeding in your career:

        1. Your Work Starts Before Your 1st Day
        2. Know Your Role and the Organization
        3. Learn the Unwritten Rules at Work
        4. Be Mindful of Your Assumptions
        5. Ask Questions and Seek Clarification
        6. Set Clear Expectations to Develop Your Personal Brand
        7. Manage Up, Down, and Across
        8. Build Relationships Throughout the Company
        9. Keep in Touch With Those in Your Existing Network

        Celebrate, enjoy your new role, and take good care of yourself!

        More Tips About Succeeding in Career

        Featured photo credit: Frank Romero via unsplash.com

        Reference

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