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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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        Published on March 25, 2019

        How to Find New Growth Opportunities at Work

        How to Find New Growth Opportunities at Work

        Career advancement is an enticement that today’s companies use to lure job candidates. But to truly uncover growth opportunities within a company, it’s up to you to take the initiative to move up. You can’t rely on recruiter promises that your company will largely hire from within. Even assurances you heard from your direct supervisor during the interviewing process may not pan out.

        But if you begin a job knowing that you’re ultimately responsible for getting yourself noticed, you will be starting one step ahead.

        Accomplished entrepreneur and LinkedIn Co-Founder Reid Hoffman said,

        “If you’re not moving forward, you’re moving backward.”

        It’s important to recognize that taking charge of your own career advancement, and then mapping out the steps you need to succeed, is key to moving forward on your trajectory.

        Make a Point of Positioning Yourself as a Rising Star

        As an employee looking for growth opportunities within your current company, you have many avenues to position yourself as a rising star.

        As an insider, you’re able to glean insights on company strategies and apply your expertise where it’s most needed. Scout out any skills gaps, then make a point to acquire and apply them. And, when you have creative ideas to offer, make it your mission to gain the ear of those in the organization who can put your ideas to the test.

        Valiant shows of commitment and enterprise make managers perk up and take notice, keeping you ahead of both internal and external competitors.

        Employ these other useful tips to let your rising star qualities shine:

        1. Promote Your Successes to Your Higher-Ups

        When your boss casually asks how you’re doing, use this valuable moment to position yourself as indispensable: “I’m floating on clouds because three clients have already commented on how well they like my redesign of the company website.”

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        Tell your supervisors about any and all successes. Securing a new contract or signing a new customer should be a cause for celebration. Be sure to let your bosses know.

        2. Cultivate Excellent Listening Skills

        Listen well, and ask great questions. Realize that people love to talk about themselves.

        But if you’re a superb listener, others will confide in you, and you’ll learn from what they share. You may even find out something valuable about your own prospects in the company.

        If others view you as even-minded and thoughtful, they’ll respect your ideas and, in turn, listen to what you have to say.

        3. Go to All Office Networking Events

        Never skip the office Christmas party, your coworker’s retirement party, or any office birthday parties, wedding showers, or congratulatory parties for colleagues.

        If others see you as a team player, it will help you rise in your company. These on-site parties will also help you mingle with co-workers whom you might not ordinarily have the chance to see. For special points, help organize one or two of these get-togethers.

        Take the Extra Step to Show Your Value to the Company

        Managers and HR staff know that it can be less risky – and a lot less costly — to promote from within. As internal staff, you likely have a good grasp of the authority structure and talent pool in the company, and know how to best navigate these networks in achieving both the company’s goals and your own.

        The late Nobel-Prize winning economist, Gary Becker, coined the term “firm-specific,” which describes the unique skills required to excel in an individual organization. You, as a current employee, have likely tapped into these specific skills, while external hires may take a year or more to master their nuances.

        Know that your experience within the company already provides value, then find ways to add even more value, using these tips:

        4. Show Initiative

        Commit yourself to whatever task you’re given, and make a point of going above and beyond.

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        Position yourself so that you’re ready to take on any growth opportunities that present themselves. If you believe you have skills that have gone untapped, find a manager who will give you a chance to prove your worth.

        Accept any stretch assignment that showcases your readiness for advancement. Stay late, and arrive early. Half of getting the best assignments is sticking around long enough to receive them.

        5. Set Yourself Apart by Staying up on Everything There Is to Know About Your Company and Its Competitors

        Subscribe to and read the online trade journals. Become an active member in your industry’s network of professionals. Go to industry conferences, and learn your competitors’ strategies.

        Be the on-the-ground eyes and ears for your organization to stay on top of industry trends.

        6. Go to Every Company Meeting Prepared and Ready to Learn

        A lot of workers feel meetings are an utter waste of time. They’re not, though, because they provide face-time with higher-ups and those in a position to give you the growth opportunities you need.

        Go with the intention of absorbing information and using it to your advantage — including the goals and work styles of your superiors. Respect the agenda, listen more than you speak, and never beleaguer a point.

        Accelerate Your Career Growth Opportunities

        A recent study found that the five predictors of employees with executive potential were: the right motivation, curiosity, insight, engagement, and determination. These qualities help you stand out, but it’s also important to establish a track record of success and to not appear to be over-reaching in your drive to move up in your company.

        Try to see yourself from your boss’s position and evaluate your promote-ability.

        Do you display a passion and commitment toward meeting the collective goals of the company? Do you have a motivating influence with team members and show insight and excellence in all your work?

        These qualities will place you front and center when growth opportunities arise.

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        Use these strategic tips to escalate your opportunities for growth:

        7. Find a Mentor

        With mentorship programs fast disappearing, this isn’t always easy. But you need to look for someone in the company who has been promoted several times and who also cares about your progress.

        Maybe it’s the person who recommended you for the job. Or maybe it’s your direct supervisor. It could even be someone across the hall or in a completely different department.

        Talk to her or him about growth opportunities within your company. Maybe she or he can recommend you for a promotion.

        8. Map out Your Own Growth Opportunity Chart

        After you’ve worked at the company for a few months, work out a realistic growth chart for your own development. This should be a reasonable, practical chart — not a pie-in-the-sky wish list of demands.

        What’s reasonable? Do you think being promoted within two years is reasonable? What about raises? Try to inform your own growth chart with what you’ve heard about other workers’ raises and promotions.

        Once you’ve rigorously charted a realistic path for your personal development within the company, try to talk to your mentor about it.

        Keep refining your chart until it seems to work with your skills and proven talents. Then, arrange a time to discuss it with your boss.

        You may want to time the discussion around the time of your performance review. Then your boss can weigh in with what he feels is reasonable, too.

        9. Set Your Professional Bar High

        Research shows that more than two-thirds of workers are just putting in their time. But through your active engagement in the organization and commitment to giving your best, you can provide the contrast against others giving lackluster performances.

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        Cultivate the hard skills that keep you on the cutting edge of your profession, while also refining your soft skills. These are the attributes that make you better at embracing diverse perspectives, engendering trust, and harnessing the power of synergy.

        Even if you have an unquestionably left-brain career — a financial analyst or biotechnical engineer, for example — you’re always better off when you can form kind, courteous, quality relationships with colleagues.

        Let integrity be the cornerstone of all your interactions with clients and co-workers.

        The Bottom Line

        Growth opportunities are available for those willing to purposely and adeptly manage their own professional growth. As the old adage says,

        “Half of life is showing up.”

        The other half is sticking around so that when your boss is looking for someone to take on a more significant role, you are among the first who come to mind.

        Remember, your career is your business!

        More Resources About Ever-Growing

        Featured photo credit: Zach Lucero via unsplash.com

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