RSP Recap: The Scary Truth Behind Today’s Digital Marketing Landscape

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Awesome. Remarkable. Ultimate. Unique.

These are over-saturated words used in today’s digital marketing landscape.

Jay Baer wants to know what words are next.

I think the bigger question is: What are you doing to move from mediocre and status quo, and actually becoming AWESOME SAUCE to your online audiences?

Last week’s Ready, Set, Podcast episodes hold a few of the answers.

Ep. 11 Susan Baroncini-Moe On The Changing Digital Landscape

With the ever-changing role of the marketing department, it’s easy to put too many tasks on the team or one person.

It’s important to remember that no ONE person can have all of the knowledge and know-how to do it alone.

Susan gives these tidbits for businesses of any size:

  • Interns are great for smaller tasks, but shouldn’t be the point person
  • You should consider setting up smaller teams that roll up into a “big picture” marketing strategy
  • Don’t haphazardly sign up for tools; pick tools that fit into your overall plan
  • Marketing and Sales should be aligned
  • Education is at the core of building a successful plan
  • The c-suite and company owners need to get familiar with what’s happening and changing
  • Marketing is about testing (it’s not always cut and dry because human’s aren’t cut and dry!)
  • It’s okay when you can do it ALL
  • Consider supplementing or outsourcing pieces of your marketing, especially the specialized pieces

The bottom line is this: Marketing is changing so quickly that it’s okay to take a step back and realize that you, your intern, or maybe even your team isn’t getting it all done.

Or that not everything you’re producing is “awesome.”

The best thing you can do is figure out where the holes are, and see if there are internal or external solutions to bring that part of your business back into the marketing mix.

Listen to the entire episode on the changing digital marketing landscape with Susan here.

Ep. 12 The Dark Side Of Digital Marketing With Ian Anderson Gray

While Susan talked about it not being okay to know everything, Ian took on the gurus — who typically “know everything” — and what that means for the digital marketing landscape.

Here’s where being “awesome” and “hot” or “the best company in the world” can actually cross the line into guru territory.

When your ego trumps the reality of what you’re capable of, you might be a social media guru.

Gurus are seen engaging in things like:

  • Calling themselves gurus, ninjas, or mavens
  • Automating posts with no engagement or conversation
  • Sending automatic Direct Messages on Twitter
  • Offering “hot deals” that end in 24 hours (but then don’t actually end in 24 hours)

So how can you and your business stay away from gurus?

Follow these tips from Ian:

  1. Real experts are comfortable admitting what they don’t know, and always learning
  2. Real experts are open minded
  3. Real experts can have conflicting opinions but remain professional

Ian also said you can check up on gurus or real professionals by:

  1. Checking their Klout score to see how well they move content online
  2. Reviewing how much of their online content is about having two-way conversations
  3. Ignoring the amount of followers they have and instead seeing how many Twitter lists they’re listed on

Here’s where you can see how many lists someone is on over on Twitter:

digital marketing landscape_twitter lists

  • Go to a person’s Twitter profile
  • Click on Lists (that number showing — 14 in my example — is how many lists THEY’ve created.
  • To see how many lists other people have added them to, click on ‘Member Of’
  • Count those lists to see how influential a person may be in the Twitterverse
  • Ian said you can also see this info on sites like TweetDeck or Buffer

Ian is truly a joy to talk to! And his laugh is infectious.

Listen to the entire episode on the gurus in the digital marketing landscape with Ian here.

The Scary Truth Behind The Digital Marketing Landscape

The scary truth is this: Not everyone knows it all (and that’s okay).

Be wary of gurus.

Don’t overwhelm yourself or your team with having to know every. single. thing.

In either case, education is key!


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Brooke B. Sellas is the in-the-trenches Founder & CEO of @HelloBSquared, an award-winning social media, advertising, and customer care agency. She's also the Co-host of The Marketing Companion podcast with Mark Schaefer, where they discuss jaw-dropping marketing trends. Brooke's marketing mantra is “Think Conversation, Not Campaign” so be sure to give her a shout!
Category: Marketing, Online Marketing, Ready Set Podcast
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