A Brighter Web | Grow your business with digital marketing

10 Ways Marketers Can Get Better at Selfcare

Self-care is frequently discussed, but too often overlooked, especially when it comes to marketing professionals. To start off a new year, let’s examine why self-care is as important as ever and why it’s needed for every marketer. Do yourself a favor and listen to this episode.

3 reasons why self-care is important for marketers

1. You do better work when you’re your best self
2. Reduce stress and anxiety
3. Avoid burning out

10 tips for better self-care

1. Take breaks during the day

Download an app like WorkRave or Timeout. Take a one-minute break every hour. Look away from your computer every 20 minutes. Otherwise, you’ll never find the time for yourself.

2. Set clear working hours

Consistently start and stop your workday at a specific time. Let your boss know when these are. You might not always have this autonomy, but work towards it.

When you’re done working, create a shut-down routine to tell your brain that work time is over. Turn off notifications. Shut the computer. Unplug the wifi, if that’s what it takes.

3. Get sleep

It sounds basic because it is—sleep is one of the most important things your body needs. But working or living on little sleep isn’t sustainable in the long run. Snooze for at least eight hours.

Depriving yourself of restorative rest will sap your productivity and make you more vulnerable to getting sick or injured (when you’ll have no chance but to stop working).

4. Don’t eat at your desk.

Eating is another obvious tip. Take this to the next level by using lunch as an excuse to take a break. Don’t eat while hunched over your keyboard. Your productivity naturally wanes during the course of the day. But stopping for half an hour to eat gives you a natural boost.

Don’t use this time to watch a video or catch up on emails. If you must be productive, eat with another person. Talk about something other than work. Use lunch to deepen a relationship.

5. Take a walk

Walking is one of the most basic, but structural practices for better physical fitness. As a bonus, it’s also great for your mental well-being. Walking allows your mind to wander and process.

Stroll, don’t scroll. Walking outside is even better because you get sunlight and fresh air. Walking with another person is best of all because of the added social benefits.

6. Find ways to refuel

Motivation naturally flags over time. We all go through dips in our work. So it helps to have sources of inspiration and energy when we’re stuck in a rut.

You know what works for you. Go to a conference. Read a book. Listen to a podcast. Watch a TED Talk. Read a blog post. Meet with a mentor. Pick one a do it regularly.

7. Take a vacation

Most businesses offer paid time off as a benefit to their employees. But the majority of Americans don’t use all of their PTO. Even when they do, they often work on vacation.

Plan a trip every year. Even if it’s just a staycation to visit your own town. Disconnect for work for an extended period of time. Send work a postcard if you need to.

8. Don’t multitask

It’s tempting to try and tackle four or five or a dozen tasks simultaneously. That seems like a productive use of time. But it’s actually the opposite because you do none of them well.

Constantly switching focus makes you less productive and strains your brain. Work toward focusing on one thing at a time. Figure out what’s important and dive in deep.

9. Look at your work environment

Are you at your workspace right now? Look around. What do you see? Do you like how your desk looks? Does it seem like a good place to foster creativity and productive work?

If not, then spend some time working on your workspace. Dim the lighting. Declutter your desk. Store some snacks and water nearby. Hang some artwork. Maybe even invest in a standing desk (if you’re into that sort of thing like me).

10. Connect with people

A theme that’s emerged in a few other tips thus far has been engaging with other people—whether that’s family, coworkers, friends, or even strangers. Work can be isolating. Engaging regularly with others keeps you connected and helps fight off depression.

Occasional texts or messages are OK. Longer video calls or face-to-face conversations are even better. Find people who will pour into you like a professional mentor, or even a therapist. Figure out what relationships you need and find people to fill those roles.

12 Tools Every Marketer Should Use

The only thing we love more than digital marketing tools is sharing them with others. They won’t replace your work, but they might just make it easier or save you time. We’ve compiled a list of our dozen favorite digital marketing tools that you should check out today!

Tool recommendations are like the dessert of any conference presentation. So this episode is basically just a sugar rush of fun information of tools to test out and try.

We’re not going to mention some of the more obvious ones you’ve already heard of like WordPress, Google Analytics, Mailchimp, etc.

Mickey’s Top Tools

1. RSS Reader: Feedly
2. CRM: Pipedrive, SalesFlare, HubSpot or Notion
3. Reading: Kindle, Blinkist, and GoodReads
4. Notes: Google Keep, Roam Research, Evernote
5. Keyboard shortcuts. Operating system, to browser, to apps; here’s a handy list
6. Heatmap: Crazy Egg or HotJar

Robert’s Top Tools

1. Writing tools: Grammarly and Hemingway app
2. Password manager: LastPass or 1Password
3. CoSchedule Headline Analyzer & Email Subject Line Tester
4. Survey tool: Typeform or Survey Monkey
5. SEO tools: Moz or SEMRush
6. ThisPersonDoesNotExist.com

Should My Business Have a Podcast?

Podcasts are popular. The fact that you’re reading this or listening to this episode proves it. They’re not just for entertainment either. Podcasts can be great sources of information and building a brand. But not every business needs a podcast. Here are a few things to consider if you’re thinking about starting a podcast for your business.

Show Notes

Why are podcasts so popular?

• Podcasts are where blogs were 20 years ago.
• We’re slowly coming down from the boom. Plateauing in popularity.
• However, we expect that podcasts will still be popular in the near future.
• They’re easy to consume, especially passively.
• There’s a wide variety of topics and formats. Good way to find a niche.
• They blew up after we had the delivery platform (smartphones), unlike blogs.

Should every business have one?

• It’s a way to repurpose content and get it in front of more people.
• More places for people to find you.
• It builds trust and credibility.
• It forces you to stay on message and informed.
• M: We hired our CPA firm because of their podcast. Not anything specific, but just a few years of hearing their great content helped me understand what they were about, and even helped me develop more trust in them (without actually talking directly to them)

What are the reasons not to have a podcast?

• The biggest downside is the investment of time (and one-time equipment).
• It’s becoming an increasingly saturated market.

How does your business get started with creating a podcast?

• Get a name. Make it clear and unique.
• Pick out your hosting platform. Eg. Podbean, Libsyn or Anchor
• Set up your account.
• Decide on your format. Eg. interviews, roundtable discussions, audio blog
• Pick a host(s) and list of potential guests.
• Brainstorm episode topics. Start with 50, not all of which you’ll use.
• Decide on a publishing cadence. Monthly or bi-weekly. Start less.
• Start to make a content calendar.
• Build your setup. Buy mics and headphones. Know where to record.
• Record several episodes before launching. Batch recording is better.
• Edit episodes.

Staying On Top of Digital Marketing News & Trends

Digital marketing is constantly evolving and there’s always something new to learn. How do you keep up with the latest trends and news? It’s a neverending task that you’ll never fully tackle, but you can certainly still be more informed—even without overwhelming yourself. Here are five ways we like to stay up to date and in the know.

First, let’s split out interesting news versus useful information. I enjoy interesting news, but it’s not super helpful.

• Interesting news: The new Android 13 beta is out, Elon Musk talking more about going to Mars, etc.
• Useful news: Major algorithm changes, security concerns, etc.
• How do you decipher what’s not interesting or useful? There’s a lot of noise out there. Filtering and curating seem more important than just absorbing.

Social Media

• In terms of staying on top of news and trends, t’s mostly entertainment, which isn’t to say it’s all bad.
• Depending on your business, it could be helpful.
• At the end of day, you’re seeing what the social network wants you to see. That can lead to a filter bubble.
• Which platforms do you use? How do you find information beyond the doom scroll?

Books

• For most marketers, a tighter grasp on overall best practices is more valuable than learning about the latest tiny tweak that Google made to their algorithm.
• Full books are great, but Blinkist + Goodreads can be a good shortcut.
• Not all marketing books are recent. Is there something to be said for older books that might be slightly outdated on technology?
• Eg. Jab, Jab, Jab, Right Hook is still startlingly relevant on the topic of social media.

Blogs

• I’m still a big believer of blogs and feed readers, because you get 100% of what you asked for; nothing more, nothing less.
• Be careful, though, as you might create your own filter bubble.
• Using an RSS reader to consume multiple blogs more efficiently.

Newsletters

• These are making a comeback more recently.
• Similar to blogs, but more bite-sized information delivered directly to you.
• Examples: Stacked Marketer, Total Annarchy (Ann Handley), Daily Carnage

Memorization

• Learning isn’t worth much if you don’t remember.
• The best way is to put it into practice.
• Tools like Anki can help a lot too.

Why LinkedIn is the Best Social Platform for B2B Marketers

Facebook, Instagram, and TikTok might be the trendiest social media platforms (for now). But LinkedIn has been around longer than all of them and is a more reliable medium for B2B marketers. We’ve got some advice for how you can leverage LinkedIn for networking, learning, and growing your business.

Why should companies, especially B2B companies, use LinkedIn?

• It’s the most prominent professional social networking site
• It’s a great way to network and learn information
• They earn money from more than just ads (so the ads are less in your face)
• It’s actually older than Facebook and Twitter (and more well respected)
• It’s free from a lot of politically charged nonsense

How can a business leader start using LinkedIn?

• Claim your company page to grow visibility
• Share updates with a professional audience
• Engage existing team
• Recruit new talent

What are some of the best practices when it comes to LinkedIn?

• Make sure your branding is consistent (profile photo, banner image, etc)
• Get your employees to link their profiles your page
• Visually compelling posts (especially videos) or long-form, mini-blog posts
• Figure out who your audience is (and who it should be)
  • LinkedIn lets you see the experience, industry, job title, seniority, etc of your followers
• Follow your competitors and others you want to be like
• Comment on other people’s posts to build a community
• Connect with humans versus automation

There are a few downsides to LinkedIn

• Groups are very engaging (unlike Facebook) (did you mean “aren’t”?)
• Profiles always get more engagement (but less analytics)

Taking Control of Your Online Privacy & Security

If you do anything online, there’s always some risk that your privacy or data could be compromised. Hackers are a real thing, and so is identity theft. Thankfully, there are some simple steps you can take to protect yourself and your business online.

Why does this matter? What’s the worst that can happen?

• Identity fraud
• Account hacked, like Facebook
  • Hacked ≠ Cloned
• Credit card information stolen
• Website hacked (and you might not even know it for a while) - episode 15

What are ways to keep your accounts and passwords safe?

• Use a password manager like Lastpass or Onepass
• Use strong passwords and different passwords for each account
• Use dual-factor authentication, either texts or an authenticator app
  • Three factors: Something you know, something you have, something you are

How can people keep their online information secure?

• Check your privacy settings on each platform; know what information you’re sharing
• Watch what information your share online, especially social media & email
• The browser and email client you use matter.

How does this apply to businesses?

• Keep your customer data safe.
• Keep your customers feeling safe.
• So your business doesn’t lose money or credibility

Why Writing is the Most Important Marketing Skill

Not everyone enjoys writing. However, it’s a crucial skill for anyone who works in marketing or hopes to grow as a business leader. Writing is central to clear communication and persuasion. Lucky for you, we have a few easily applicable tips for how to become a better writer.

Why is writing important for marketing?

Here are four reasons why writers make good marketers.

• Clear communication. It forces you to think about your audience and your core message.
• More compelling marketing. Writers keep things concise. They understand how to move people to action.
• Better content. Content is increasingly relevant in marketing. Writing is central to good content.
• Widely applicable. Nearly everything in marketing can be improved with better writing.

What are some examples of places where marketers write?

• Website copy
• Blog posts & headlines
• Emails
• Social media posts
• Ebooks & white papers
• Speeches
• Ad copy
• Video scripts

What advice would you have for marketers to improve writing?

1. Start with the basics.

Begin with the simple stuff and build from there.

• Use active voice, not passive.
• Be concise.
• Be clear.
• Avoid adjectives and jargon.
• Don’t be boring.

2. Practice writing.

The best way to get better is repetition. Build regular writing habits and get better over time.

• Aim to spend time writing daily.
• View this time as an investment in an important skill.
• Realize when you’re writing professionally.
• Be intentional about improving the quality.
• Contribute content to publications like industry blogs.
• Write personally—even if it’s about fun things to keep yourself interested.

3. Read effective writing.

Good writers read a lot. Immerse yourself in examples of writing.

Blogs to read:

• Seth Godin
• Punchline Copy
• Content Marketing Institute
• Jeff Goins
• Marketing Profs

Books to read:

• Everybody Writes by Ann Handley
• On Writing by Stephen King
• How To Write Copy That Sells by Ray Edwards
• Bird By Bird by Anne Lamott
• You Are A Writer by Jeff Goins
• The Copywriter’s Handbook by Robert Bly

4. Learn how to edit.

Writing and editing are separate skills. Treat them accordingly.

• Take a break and revisit the writing later.
• Read the words out loud.
• If you can remove a word without changing the meaning of a sentence, do it.
• Follow a style manual (like the Associated Press)
• Get someone else to proofread your writing.

5. Take a writing course.

Be a student of writing. Learn from the experience of others. These are some of the most popular courses on writing available online—but this list is far from comprehensive.

• Malcolm Gladwell Teaches Writing (Masterclass)
• Content Marketing Certification (HubSpot)
• Leading to Write Marketing Copy (Lynda)
• The Strategy of Content Marketing (Coursera)
• Copyblogger Certification
• How to Write Copy That Sells (Udemy)

6. Use online tools.

Automate some of the writing process with digital tools like these. There’s no shortcut to good writing, but there are certainly some tools that will make your job easier.

• Grammarly
• Hemingway
• Readable
• Headline Studio
• Email Subject Line Tester
• Word Counter
• Copy.ai

4 Reasons Your Business Shouldn’t Overlook Website Maintenance

The work on your beautiful company website doesn’t end once you launch it. There’s still a lot of work that comes with maintaining the technical and content elements. However, this effort is well worth it to ensure your website is secure and represents your business well.

Show Notes

What happens if you don’t keep your website secure?

• It can get hacked... and you might not even know it
• It can crash
• It will be slow: Use a tool like GT Metrix to test your website speed
• Less likely to be listed on Google

4 Steps to keeping your website updated

• Backup regularly
• Keep themes & plugins updated
• Malware scans: use tool like Google Search Console
• Uptime Monitoring

How to keep your website’s content updated

• Review your site periodically
• Use evergreen language: eg. “been in business since 1980” instead of “for 40 years”
• Get an outsider to look at your website
• Write a blog to keep content fresh

Using Email Automation to Scale Your Business

• What are email automations?
  • Automated workflows that communicate with your audience
  • They're triggered based on pre-set criteria
  • Used in most email marketing platforms like Mailchimp & Active Campaign
  • Sometimes called a customer journey, because that's what they follow
• Why use email automations?
  • Help you scale your work: setup one time and then optimize over time
  • They personalize the experience for your audience However, they can also get very complicated very quickly Forces you to think through what steps your audience takes
  • Create consistency so you're not having to constantly churn out content Nurtures your audience over time and warms them up to be a customer
• How do you make the most out of email automations?
  • Don't overdo it. 
  • All automation should lead to human interaction. 
  • The "from" and "reply-to" are very important. If you have a "noreply" sending an email, just don't do it. I changed banks because of this.
  • Actually respond when people reach out.
  • Here’s a humorous example of that from a car dealership with massive amounts of clunky email automation.

• Examples of email automations
  • Welcome series: these generate better results for later emails
  • Client onboarding: preemptively answer your clients questions
  • Audience milestones: those birthday emails are really effective; celebrate something
  • Reengagement series: pull uninterested people back in, or auto unsubscribe them

Finding and Tracking New Client Leads

Finding Clients

• 1. Referrals
  • How can you encourage and appreciate your referral sources?
  • This could be from other clients or business partners.
  • Refer back: this makes you look better to the potential client, too.
  • Using a gift tool like Thnks to surprise and delight.
• 2. Networking
  • Business associations
  • Professional groups: eg. AMA, Chamber
  • Conferences: We've got a lot of work from these kinds of groups over the years, but mostly as referrals further out.
• 3. SEO
  • Let your website work for you
  • More passive than active
  • What if this isn't generating the right clients?
    • Tighten your messaging.
    • Ask more difficult questions on your contact form.
• 4. Content
  • Blogging, speaking, podcasting
  • Social & email is more promotional
  • All of it into a marketing funnel
  • Educating and thought leadership is one of our core values, and leads are a positive consequence of that content

Tracking Clients

• 1. Forecasting potential revenue
  • How do you weigh the value of a client?
  • Initial spend or monthly x12.
  • In our system, we also weigh the odds of a win and track that metric.
• 2. Tracking also ties heavily into follow-up into interested leads
  • What is an interested lead?
  • We don’t use cold marketing—only follow up with warm leads.
  • How do you follow up without being obnoxious?
    • Initial follow-up: Just connect on LinkedIn
    • For interested leads: Offer value and have a reason to follow up
• Tools: 
  • Pipedrive 
  • Notion
  • Hubspot